Dell is consolidating more of its advertising account with Young & Rubicam. Less than year after moving consumer advertising to Y&R, it's adding small- and medium-sized business communications to the shop's mix. Dell had previously announced that it was shifting the segment away from Arnold Worldwide in Boston. "This will drive tighter integration of our commercial creative work with overall Dell brand creative, creating a simpler creative development process requiring fewer touch points," said spokesman David Frink.
The performance of Babylon, the translation software company, will remain bright as long as the digital advertising boom continues, says CEO Alon Carmeli. "As long as online advertising budgets are growing, together with growth in downloads of web applications, we expect Babylon to continue to benefit from this global trend," Carmeli said.
Absolut, Bacardi and Jim Beam are the top booze brands when it comes to online marketing, according to digital think tank L2. Still, many other companies drew criticism for their weak digital strategies. "The spirits industry is a digital laggard when compared to its prestige peers," says L2 founder Scott Galloway. "Strong regulation and an opaque online path to purchase ... has resulted in digital underinvestment."
Just weeks after unveiling an ad-tool builder, LinkedIn has announced that is has crossed the 200 million-user mark. Those users are mostly in the U.S. (74 million), with India's 18 million users coming in second and the U.K. in third with 11 million. "Though the lion's share of the company's revenue stems from recruitment and HR-related products, it will be worth watching to see if more brands take to advertising on the site during 2013 now that there are more options," writes Christopher Heine.
President Barack Obama and 2012 GOP presidential nominee Mitt Romney employed very different cable ad strategies in the final weeks of last year's election season, and Obama's more sophisticated use of targeting in key states helped deliver a victor in November, analysts say. Cable ad spending by the campaigns more than quadrupled to $650 million in 2012. "My impression was there was much more examination and analytics done with the Obama campaign. The Romney campaign had the same rigid schedule in every state," said Timothy Kay, political director for NCC Media.