David Beckham -- the brand -- will be put to the test as the British soccer start kicks off a new campaign for Adidas that is timed to coincide with his debut next month with Major League Soccer's LA Galaxy. "People know the name of David Beckham, whether they follow soccer or not," said Stephen Pierpoint, VP of brand marketing for Adidas America.
Although spending by the top 100 U.S. marketers moved up 3.1% to reach a record high of $104.8 billion last year, the news wasn't as good for traditional media, since most of the increase came from "unmeasured media," including direct marketing, sales promotion and digital communications, according to Advertising Age's 52nd annual "100 Leading National Advertisers" report.
Yahoo!'s domestic sales chief, Wenda Millard, is leaving the Web giant for a top post at Martha Stewart Living Omnimedia Inc. as part of the continuing realignment following the resignation of chief executive Terry Semel. Along with the executive change, Yahoo! plans to combine its search and display advertising units in the U.S.