| December 21, 2012 | News for marketing professionals |
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| Breaking News |  |  |
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- MetLife extends naming rights as it prepares for 2014 Super Bowl
MetLife is already prepping for the 2014 Super Bowl, to be held in the New Jersey stadium that bears its name. MetLife Stadium was the top NFL venue for exposure on broadcast TV, according to Repucom, and the company has extended naming rights into new uses of the stadium, including green-screen shoots of fans at play and on-field fan competitions, said its assistant vice president of sponsorship and promotions, Daniel Pincus. "We're looking at opportunities in '13 in New Orleans that will help seed and build toward '14 here in the New York area," he said. Advertising Age (tiered subscription model)
(12/20)      
| Company News | | |
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- Quaker Oats design changes, campaign aim at young moms
Quaker Oats is shifting the target demo for its signature products to under-35 mothers with a new campaign via Energy BBDO, updated packaging and display designs, and even a modernized look for "Larry" the Quaker man. The PepsiCo brand is targeting young moms because "their affinity to the brand was very much rooted in memory. But they weren't to the point where they said, 'Quaker is my brand,' " says Justin Lambeth, chief marketing officer. The New York Times (tiered subscription model)
(12/20)
- Amazon markets streaming service for kids using adult tablets
Amazon is adapting the Kindle Fire for use by children, after hearing feedback from parents about sharing the device. To stoke sales of the Kindle as a toy, Amazon introduced a subscription service called FreeTime Unlimited, which streams multimedia content appropriate for ages 3 to 8, including material from Disney, Nickelodeon, DC Comics and Sesame Street. Competitors include the Toys R Us Tabeo and LeapFrog Enterprises' LeapPad, but Amazon's Peter Larsen says its model of an adult computer with parental controls is better than a toy that can be outgrown. Bloomberg Businessweek
(12/20)
| Market Trends | | |
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- How will Nielsen-Arbitron alliance affect media research?
Reaction to Nielsen's $1.26 billion acquisition of Arbitron has been somewhat muted. Most major ad trade groups are waiting until the details are made public and the transaction is reviewed by regulators before they fully weigh in. Meanwhile, Lyle Schwartz, managing partner of marketplace analytics for GroupM, said he prefers "competition" to "greater consolidation" among research vendors. MediaPost Communications/MediaDailyNews
(12/19)
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- Taco Bell cooks up social buzz for new appetizers
Taco Bell is going digital to promote new appetizer menu items, running social ads on sites such as BuzzFeed, Facebook, Twitter and Pandora. The campaign includes banners, pre-roll videos, interactive apps and other digital tricks aimed at pushing the idea that the new appetizers are too good to share. Adweek
(12/20)
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- Kiehl's shifts from luxury pricing in Europe
Kiehl's beauty products are seen as an affordable luxury in the U.S., but they've been positioned and priced as high-end in Europe since the brand was acquired by L'Oreal in 2000. The strategy worked until Europe's economy faltered; now, L'Oreal has taken the unusual step of cutting prices, a move that could tarnish the brand's upscale cachet, some analysts caution. Bloomberg Businessweek
(12/20)
| AAF Spotlight | | |
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AAF Thought Leadership Forum: Utilizing New Technology in Advertising
Digital 101 + 102
With the constant evolution of digital technology and a seemingly endless array of tactical resources for advertisers to employ, it is imperative that industry professionals not only familiarize themselves with these resources, but learn how to capitalize on them as well. In April 2013 the AAF will launch its latest Thought Leadership Forum: Utilizing New Technology in Advertising -- a two-part, interactive discussion focused on digital advertising. Through its diverse network of corporate advertisers, media companies, advertising agencies and advertising service providers, the AAF will bring together some of advertising's most influential thought leaders to discuss these topics and more!
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| SmartQuote | | |
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 | There is no such thing as a mass mind. The mass audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions, it rarely moves anyone."
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