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| 4A's SmartBrief |
| November 17, 2009 |
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BBDO Detroit employees face tough job market
With the announcement that BBDO will close its Detroit office in January after failing to come to terms with its only client, Chrysler, the shop's 485 local employees will have to scramble to find new opportunities in the area's recession-ravaged market. "At the end of the day, a lot of these people will have to find jobs out of the market," said George Rogers of WPP's Team Detroit, which is Ford's agency partner. Advertising Age (tiered subscription model) (11/16)
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Duncan/Channon wins Esurance creative chores
Esurance has selected independent Duncan/Channon to handle creative duties for the direct-to-consumer auto insurer, following a review. Adweek (11/16)
BBC Worldwide taps Zenith Optimedia
Publicis Groupe's Zenith Optimedia has been tapped as global media agency for BBC Worldwide, following a review. Adweek (11/16)
Other News
Godiva campaign taps yearning for indulgence
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." NYTimes.com (11/16)
"Sherlock Holmes" and the case of the 7-Eleven tie-in
The Warner Bros. movie "Sherlock Holmes" is being featured in a cross-promotion with 7-Eleven stores. Images of stars Robert Downey Jr. and Jude Law will appear on products and throughout the stores, and a coffee-cup sleeve bearing a "How Holmes Are You?" impression provides entry to an online sweepstakes. MediaPost Communications/Marketing Daily (11/16)
AOL to go indie route Dec. 9
Dec. 9 has been set as the date for AOL to once again become an independent company, its parent, Time Warner Inc., announced. The shift comes nearly nine years after AOL merged with Time Warner in what was intended to be a dynamic alliance of new and old media, but ended up being a failed megamerger, according to this article. Reuters (11/16)
Daily News bets big on future of newspapers
As many of his industry colleagues consider how much longer print media will be around, New York Daily News owner Mortimer B. Zuckerman has invested more than $150 million into enlargening and updating his paper's printing plant. "My commitment here is to the long term," Zuckerman said. NYTimes.com (11/16)
Univision sets programming pact with YouTube
YouTube, under a new deal with Univision Communications, will run ad-driven short clips and full-length shows from the Spanish-language broadcaster. The pact, which covers new and old programs, calls for Univision to get the lion's share of ad sales, although the exact terms were not disclosed. Reuters (11/16)
Study: Combo of ads, subscriptions offers model for Web publishers
As online content providers search for ways to get readers to pay for access, a new survey from Forrester finds that receptivity to various payment models varies substantially. Some 80% of consumers said a "pay wall" would be a deterrent to them using a site, although college-educated consumers and high earners were more apt to pay for online newspaper access. Mediaweek (11/16)
Featured Content
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MasterCard taps Facebook app for holiday marketing
With a major marketing push that includes NFL player Peyton Manning and actress Alyson Hannigan, MasterCard has introduced the "MasterCard Priceless Gift Finder." The app can be used through Facebook Connect to link shoppers with gift ideas, and help them build lists and plan their holiday budgets. Brandweek (11/16)
Socially Speaking Webinar: Nov. 24
Social media training and public relations specialist Eric Schwartzman, whose clients include the United States Marine Corps, the U.S. Dept. of State, the U.S. Embassy in Athens, Johnson & Johnson, Toyota, Southern California Edison and the Environmental Defense Fund, will host a one-hour online presentation on social media strategy next Tuesday, Nov. 24, 2009, at 3 p.m. EST, as part of the 4A's Socially Speaking Webinar Series.
Schwartzman's social media training will cover social media strategy in public relations, online reputation management, Twitter, Facebook and personal branding in a live, interactive Webinar aimed at organizational communications and public relations professionals. Topics will include:
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