Most Clicked 4A's SmartBrief Stories
1. Nike doubles down on digital
4A's SmartBrief | Feb 14, 2012
Nike's Digital Sport division is gathering personal data from its youthful consumer base to revise its marketing strategy. The company's use of traditional media is in sharp decline as it runs after consumers more comfortable with the social and digital conversation and less interested in sports celebrity idolization and big TV campaigns. CNNMoney.com/Fortune (02/13)
2. Dealers: Chrysler Super Bowl ad lifted brand image
4A's SmartBrief | Feb 09, 2012
Members of Chrysler's National Dealer Council are defending the brand's two-minute Super Bowl ad as nonpolitical and patriotic. The buzz surrounding the spot featuring a pep talk by Clint Eastwood has been 83% positive, per a Zeta Interactive measurement. Cass Burch, a Chrysler dealer in Valdosta, Ga., said, "It is bush league for them to take something that is so heroic and so patriotic about our company and to make it political." Wall Street Journal, The (02/09)
3. "Linsanity" nearly doubles viewing audience for Knicks
4A's SmartBrief | Feb 15, 2012
The breakout success of New York Knicks player Jeremy Lin is a major factor behind a more than 130% spike in ratings for the MSG network, in spite of a blackout for Time Warner Cable subscribers in the New York region. Time Warner Cable, which has not had access to MSG since Jan. 1 because of a carriage dispute, makes up about 20% of the regional sports network's potential viewership. Wall Street Journal, The (02/15)
4. Cross-promotions of Twinkies, Bud made Super Bowl cut
4A's SmartBrief | Feb 13, 2012
Chevrolet and General Electric were among the rare Super Bowl advertisers working in a cross-promotion to capture the attention of second-time Internet viewers. Chevy's apocalyptic "2012" ad worked in Twinkies with Hostess' blessing, and GE connected its turbines to the production of Budweiser beer. New York Times (tiered subscription model), The (02/10)
5. Paul McCartney sings a love song for Harman
4A's SmartBrief | Feb 10, 2012
Paul McCartney will pitch for Harman during the Grammy Awards, the latest celebrity musician in harness for the brand. Harman is concentrating on building its "ingredient brands" appeal via automotive-audio channels as well as traditional media. Forbes (02/09)
6. Kennel club parts ways with Pedigree over downer-dog display
4A's SmartBrief | Feb 13, 2012
Despite warnings from the Westminster Kennel Club, Pedigree lost its major sponsorship of the annually televised dog show by persisting in a campaign backing the adoption of neglected animals. Nestlé Purina PetCare, featuring happier-looking dogs, has replaced the Mars brand as a sponsor. New York Times (tiered subscription model), The (02/11)
7. Chipotle's first national spot boasts sustainable farming
4A's SmartBrief | Feb 10, 2012
Chipotle's first national television spot is a two-minute animation with what its CMO calls a "higher-level message" touting its sustainable-farming methods. The spot, which was created in-house, will debut online and in pre-show ads in movie theaters, then make its television premiere on the Grammy Awards telecast. New York Times (tiered subscription model), The (02/09)
8. Burt's Bees introduces a new line for millennials
4A's SmartBrief | Feb 15, 2012
Clorox is introducing the Gud line, a subset of Burt's Bees brand natural products, aimed at young adult females. The marketing campaign conducted online and through magazines such as Allure and Lucky emphasizes guilt-free happiness and informal package copy. MediaPost Communications (02/14)
9. Social@Ogilvy unit to combine marketing techniques
4A's SmartBrief | Feb 14, 2012
Ogilvy & Mather's new unit Social@Ogilvy will be dedicated to youth-marketing efforts and cross-disciplinary thinking. The agency will dedicate 550 people working in 35 different markets to the practice for clients such as American Express and Ford, combining including traditional, digital and direct marketing, as well as PR. New York Times (tiered subscription model), The (02/13)
10. Offbeat takes on romance in Valentine's Day marketing
4A's SmartBrief | Feb 13, 2012
While Valentine's Day marketing is still about flowers and chocolate, this article observes a trend toward edgy, humorous Valentine's Day promotions that poke fun at romantic cliches. Wall Street Journal, The (02/13)
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