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Most Clicked AAAA SmartBrief Stories


1. PepsiCo crowdsources Dew review

AAAA SmartBrief | Nov 02, 2009

PepsiCo is giving consumers the power to decide who will do marketing for three product launches. In a contest starting this month, any agency, independent film company or individual can submit 12-second clips outlining their ideas for marketing Mtn Dew line extensions Distortion, Whiteout and Typhoon. Advertising Age (11/02) Adweek (11/02)


2. Naming 2010

AAAA SmartBrief | Nov 03, 2009

Advertisers are split on whether to refer to 2010 as "twenty ten" or "two-thousand ten" in their TV and radio advertising. The issue is taking on urgency as automakers advertise cars for the 2010 model year. New York Times, The (11/02)


3. Marketing execs ready to figure out the "new normal"

AAAA SmartBrief | Nov 06, 2009

With the worst of the downturn seemingly over, marketing executives are beginning to assess what happened and figure out what comes next for their businesses, attendees at the Association of National Advertisers convention said. "I don't think we've seen the end of what the transformation is going to look like yet, but people are feeling they're ready for the 'new normal,' whatever it is," said Nancy Hill, president and chief executive of the 4A's. New York Times, The (11/05)


4. How "Mad Men" fictionalized a real brand

AAAA SmartBrief | Nov 04, 2009

A flash of creative brilliance from "Mad Men" lead character Don Draper saved the London Fog account for the fictional Madison Avenue firm of Sterling Cooper. The show, famous for its attention to period detail, got the London Fog brand all wrong, according to real-life ad veteran Richard Gilbert, who worked on campaigns for the rainwear marketer. Advertising Age (11/02)


5. Closing time at Cliff Freeman

AAAA SmartBrief | Nov 02, 2009

Cliff Freeman & Partners, the New York ad shop that created memorable campaigns for Little Caesars and Outpost.com, has closed its doors. Some observers suggested that the ad shop's focus on TV over digital could be among the possible reasons for its demise. Founder Cliff Freeman did not comment for this article. Advertising Age (11/02)


6. WPP chief: Emerging markets are key to agencies' future

AAAA SmartBrief | Nov 05, 2009

WPP Group's future success will be dependent on its ability to serve Asia and other rapidly developing markets, master new media and meet the demand for research, chief executive Martin Sorrell said. "There's a shift in power, which I still don't think we fully understand here standing in New York, from the West to the East -- and modify that to the South," Sorrell, referring to emerging markets, said at an industry event. "Every single client we deal with is focusing on these parts of the world for growth." ClickZ (11/04)


7. Kellogg consolidates "brand building" with Burnett

AAAA SmartBrief | Nov 04, 2009

Kellogg Co. is paring back the number of agencies on its $1 billion global ad account, with Publicis Groupe's Leo Burnett winning in a review to handle "brand building" in North America, Europe and Latin America. WPP Group's JWT, the incumbent shop in a number of the markets won by Burnett, will handle the Asia-Pacific region for Kellogg. Advertising Age (11/03)


8. Canada's top 10 agencies for 2009

AAAA SmartBrief | Nov 04, 2009

This article lists the year's top 10 Canadian shops, as determined by Canada's Marketing magazine. The publication, in its Dec. 14 issue, will name its pick for Agency of the Year, along with top Marketer and Media Player. Advertising Age (11/03)


9. Hybrid model allows clients to save money, agency to keep business

AAAA SmartBrief | Nov 03, 2009

The "in-house outsource" or so-called studio model, in which an agency assigns a designer to work directly with clients, without using an account executive, offers cost-efficiencies for the client while allowing the agency to keep business that might have gone in-house, according to Sharon Napier, president-CEO of Partners & Napier, Rochester, N.Y. "It might take a leap of faith at first, but being flexible and offering new models to solve clients' needs can help deepen an agency's relationship [with] its clients," Napier writes. Advertising Age (11/02)


10. Mainstreaming "augmented reality"

AAAA SmartBrief | Nov 04, 2009

Blurring the line between the virtual and the real is becoming easier for ordinary Web users, thanks to augmented reality technology. Marketers like Nestlé, Frito-Lay and others are drawing on the skills of specialized ad shops to create campaigns that allow users to integrate their own images and content into videos and online virtual environments. BusinessWeek (11/03)




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