IAG Research, a New York-based firm that measures viewer recollection of TV product placements, has attracted a clientele of top marketers and media agencies who are looking for a "next-day creative scorecard" of the success or failure of a given product placement. However, some researchers worry that IAG's statistical methods lack rigor.
7-Eleven has reached a $40 million deal with Omnicom Group to create a "virtual" ad agency, bringing advertising and promotions together under the new FreshWorks brand. This integrated effort "forces everybody to think holistically," said 7-Eleven's marketing chief.
Incumbent agency BBDO won't fight to retain the Office Depot business. Sources said Office Depot is uncomfortable sharing BBDO's services with another BBDO client, FedEx Kinko's, which also sells office supplies.
Ads from Unilever's Dove brand "Campaign for Real Beauty," "give heart to real women everywhere," says a New York Times editorial. At the same time, the ads "remind us how strange the human species looks through the lens of advertising."