| News for the advertising, media, and marcom industries |  |
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- Will agencies get sidelined as native ads build steam?
As native advertising becomes more popular, many leading some brands are striking ad-development deals directly with publishers, rather than going through the agencies they use for other ad formats. "As native ads grow ... creative shops lose control and become less relevant to the clients," says one publishing exec. Digitas' Dave Marsey, however, says that agencies should still be in "the driver's seat" when crafting native ads. "With all due respect to my friends at the Buzzfeeds and Forbes and Mashables of the world, they don't have the ability to have the deep knowledge of our clients," he says. Adweek
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With Tetra Pak, you get more than a production line. You get expert advice on every choice along the way— from strategic decision-making & operational efficiency to your sustainability transformation and new product development. Learn more about the many ways to work with Tetra Pak. |
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| Creative | | |
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- Coke Zero postgame spot cheered Alabama coach Nick Saban
Coke Zero had a congratulatory ad ready at the end of the college football national championship on Monday. The spot centered on Alabama coach Nick Saban, who was lauded by wife Terry Saban for achieving the unexpected. "Throughout his life and career, Coach Saban has shown what's possible. Coke Zero, which made it possible to 'Enjoy Everything' by combining real Coke taste and zero calories, salutes that spirit," said Coke's Andy McMillin. MediaPost Communications/Marketing Daily
(1/8)
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| Trends & Research | | |
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- Digital spending to hit $118.4 billion in 2013
Global brands will spend $118.4 billion on digital campaigns in 2013, up 15.1% from last year, according to an eMarketer analysis. Double-digit growth is expected to continue through 2015, by which point digital will account for about a quarter of all ad spending. eMarketer
(1/9)
| Marketer News | | |
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- Chevy hopes to "Find New Roads" in first global campaign
GM is embarking on its first truly global campaign for Chevrolet, hoping to reverse its fortunes in the U.S. and find new markets abroad. The automaker hopes the new tagline "Find New Roads" will translate globally better than "Chevy Runs Deep," which it is dropping. "When you see Apple in Shanghai or you see it in London or you see it in Sao Paulo, you see the consistency coming through and that's what we have to do," says Alan Batey, interim global marketing chief at GM. The Detroit News
(1/8), The Wall Street Journal
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| Association News | | |
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Sponsorship Opportunities Available for Transformation: The Idea Effect
Don't miss the chance to become a sponsor at one of the biggest industry conferences of 2013. Last year's event had more than 1,000 attendees. Transformation: The Idea Effect will start in New Orleans on March 10 with the Management Practitioner's Forum, formerly the SAMS Workshop. The full conference runs March 10 to 13.
A host of major advertisers along with senior agency and media executives are on the 2013 conference schedule P&G Chief Marketing Officer Marc Pritchard, Ad Council CEO Peggy Conlon, Coca-Cola Chief Sustainability Officer Bea Perez, Horizon Media Founder & CEO Bill Koenigsberg, Starcom USA CEO Lisa Donohue, and B. Bonin Bough, vice president of global media and consumer engagement, Mondelēz International (formerly Kraft Foods).
Visit our website for sponsorship packages and details.
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Webinar Alert -- Finding Creative Face-Time Opportunities with Clients
Strengthen your client relationships in the New Year with this helpful virtual event on Feb. 14. Join Sheila Campbell, co-author of the best-selling book "Retreats That Work: Everything You Need to Know about Planning and Leading Great Offsites," as she explains how to utilize offsite meetings with your clients to build stronger relationships. Learn which retreats work the best and how you can get closer to engaging with senior executives.
Unlimited access available for your agency. Make reservations now.
| Legislative & Regulatory | | |
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- CES panel looks at how to take on the "patent trolls"
"Patent trolls" -- companies that acquire dubious patent rights simply to force others to pay up or defend themselves in court -- and the fight against them was the subject of a Tuesday panel at the International Consumer Electronics Show, writes Katy Bachman. Critics say that the U.S. Patent Office couldn't keep up with new technology and offered patents that were far too broad. Patent-troll cases have risen from 22% of patent litigation in 2007 to 61% now, says Suzanne Michel, senior patent counsel at Google. Adweek
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