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Most Clicked AAF SmartBrief Stories


1. Why companies are embracing mission statements

AAF SmartBrief | Nov 16, 2009

Procter & Gamble, Wal-Mart and General Mills are among the top companies to embrace mission statements as integral elements of their marketing plans. It's not clear whether such statements translate into increased sales, but they can bolster employee morale by fostering a sense of unity and shared purpose, according to this article. Advertising Age (11/16)


2. Godiva campaign taps yearning for indulgence

AAF SmartBrief | Nov 17, 2009

A Godiva chocolate campaign called "the golden moment" makes the case that self-indulgence is worthwhile, even in tough economic times. The campaign is meant to tap into the "emotional appeal of giving, sharing, eating Godiva chocolate," says Lauri Kien Kotcher, chief marketing officer and senior vice president for global brand development at Godiva Chocolatier, New York. "When you give the gold box, receive the gold box, eating something from the gold box, there's something special about that moment." New York Times, The (11/16)


3. Shining up the Golden Arches with an eye on recovery

AAF SmartBrief | Nov 16, 2009

McDonald's, which plans to open 1,000 restaurants and remodel 2,300 worldwide next year, is testing technology to speed up service and continuing to try out new menu items, all with an eye on the future. Plans to invest $2.4 billion on capital projects next year are part of the company's strategy to continue growing as the worldwide economy improves. "We expect, because of the investment we made during the downturn, that we will come out the other end in better shape," said CEO Jim Skinner. Wall Street Journal, The (11/13)


4. Survey: Most agencies failing to leverage social media

AAF SmartBrief | Nov 16, 2009

While the majority of ad agencies have signed up for social-media sites like LinkedIn, Facebook and Twitter, few are actually using these tools with any frequency to prospect for clients or to market their brands, a survey from RSW/US and Second Wind reports. Adweek (11/16)


5. AirTran offers upright and locked ad space

AAF SmartBrief | Nov 19, 2009

AirTran Airways reportedly is the first domestic carrier to run ads on the back of every seat in its fleet. The carrier is placing eye-level ads on the tray table backs so they are visible during takeoff and landing, when tray tables must remain locked in an upright position. Los Angeles Times (11/19)


6. Procurement talk on the menu at AAF luncheon

AAF SmartBrief | Nov 18, 2009

The American Advertising Federation honored new inductees to its Advertising Hall of Achievement at a luncheon in New York City on Tuesday. One inductee, Mediabrands CFO and COO Tara Comonte, took the opportunity to sound off against procurement practices that many in the industry think are stifling creativity. She was seconded by AAF board member Frank Cooper of PepsiCo, who said, "With global procurement leading creative and media discussions, disaster is surely on the way." Advertising Age (11/17)


7. Can Detroit remake itself as a creative hub?

AAF SmartBrief | Nov 16, 2009

Five shops in the Detroit area are competing to develop a compelling ad campaign to reposition the Motor City as a magnet for young creative types. The contest, whose winner will be picked in an online vote, is part of "Assignment Detroit," a 12-month effort being sponsored by Time Inc., and includes Web and print ads. New York Times, The (11/15)


8. Oprah to shift to cable in 2011

AAF SmartBrief | Nov 20, 2009

Oprah Winfrey is expected to announce plans to end her syndicated daytime show on its 25th anniversary in September 2011, to focus full-time on her cable channel, the Oprah Winfrey Network. She is likely to host a new program on OWN: the Oprah Winfrey Network, which she is launching in conjunction with Discovery Communications. New York Times, The (11/19) Los Angeles Times (11/20)


9. Study: Newspaper reach still strong in the U.S.

AAF SmartBrief | Nov 18, 2009

Despite the industry's recent struggles, 74% of adults in the U.S. still read newspapers in print or online at least once a week, according to a recent Newspaper Audience study by Scarborough Research. "Given the fragmentation of media choices, printed newspapers are holding onto their audiences relatively well," said Gary Meo, Scarborough vice president of print and digital media services. MediaPost Communications (11/17)


10. Ad industry slowly starting to rehire

AAF SmartBrief | Nov 16, 2009

For the first time in more than a year, the ad industry in September was slowly adding new personnel, particularly in social and digital media, health care and financial services, and at smaller agencies. Recruiters interviewed for this report said revenue-generating positions are in highest demand. "It's a slow build, but we're seeing activity we didn't see 90 days ago," said Jennifer Carroll of Korn/Ferry. Advertising Age (11/16)




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