Faced with steep declines in revenue, the news business is taking a hard look at the viability of distributing its product free over the Internet. Increasingly, publishers are trying to look for ways to get consumers to pay for online content.
Doritos has signed on as the exclusive sponsor of a competition to be developed by Major League Gaming, beginning in 2010. The deal calls for MLG to hold an annual event to discover new talent among competitive gamers; the competition will be similar to the NFL's Scouting Combine, which takes place before the college draft.
Automaker Chrysler reportedly is looking beyond lead shop BBDO Detroit for creative ideas for a fourth-quarter ad campaign. Chrysler, now managed by Italian automaker Fiat, has reduced ad spending this year as it emerged from bankruptcy. Planned spending on the campaign has not been made public. BBDO reportedly will be invited to pitch for the Q4 campaign.
Brandweek interviews Jose-Alberto Duenas, Kellogg's VP of marketing for ready-to-eat cereals in the U.S. Duenas discusses what makes a brand a good candidate for a social-media marketing effort. "You can't, in a way, start from scratch with social media, especially because consumers have to have a certain level of engagement with the brand," he said.
Qi Lu, the former Yahoo! executive who now helms Microsoft's online services division, discusses his determination to build the company's Bing search engine into a true rival of Google. "I do think that this is answering a call to duty," he said.