| November 3, 2009 | News for the advertising, media, and marcom industries |
 |  |
- Naming 2010
Advertisers are split on whether to refer to 2010 as "twenty ten" or "two-thousand ten" in their TV and radio advertising. The issue is taking on urgency as automakers advertise cars for the 2010 model year. The New York Times
(11/2)
      
- Hybrid model allows clients to save money, agency to keep business
The "in-house outsource" or so-called studio model, in which an agency assigns a designer to work directly with clients, without using an account executive, offers cost-efficiencies for the client while allowing the agency to keep business that might have gone in-house, according to Sharon Napier, president-CEO of Partners & Napier, Rochester, N.Y. "It might take a leap of faith at first, but being flexible and offering new models to solve clients' needs can help deepen an agency's relationship [with] its clients," Napier writes. Advertising Age
(11/2)
| Creative |  | |
|
- U.S. seeks to debunk credit-score ads
The Federal Trade Commission is trying to counter advertising by companies promising free credit reports and subscription-based credit monitoring with a sales pitch of their own. This effort includes a Web site called freecreditreport.gov and a TV ad featuring a band singing lyrics like, "Other sites may turn your head; they say they're free, don't be misled." The New York Times
(11/3)
- ESPN creates targeted ad campaign for Toshiba
ESPN is working with Toshiba to develop an advertising campaign that will illustrate for viewers how they might use the products of the Japanese consumer-electronics maker. As part of the deal, ESPN has created four video ads and a variety of digital elements that will run on ESPN.com and SportsCenter.com. Advertising Age
(11/2)
| Media | | |
|
- What is happening to 10 o'clock?
 For the last 30 years or so, networks have filled the 10 p.m. hour of prime time with high-quality, edgy dramas aimed at grown-up audiences, writes Brad Adgate, SVP-research for Horizon Media. However, high production costs, DVR penetration and cable competition have diminished the ability of networks to create top-flight dramas to air in late prime time. Advertising Age
(11/2)
| Trends & Research | | |
|
- Poll finds business leaders "most persuasive" pitch people
More than one in three consumers ranked business leaders as the "most persuasive" endorsers of products in advertisements, with athletes ranking second, followed by TV/movie stars, according to an AdweekMedia/Harris Poll. Ex-politicians were cited by 39% as the "least persuasive," with TV/movie stars and business leaders placing second and third, respectively, in the least-persuasive category, the survey found. Adweek
(11/2)
- The war between private labels, major brands
 Retailers should keep long-term goals in mind by developing private-label products that have their own identities and are worthy rivals to those sold by major marketers, according to Terri Goldstein, CEO-founder of The Goldstein Group. Retailers also would be wise to keep shelf space available for major brands, because some consumers who have traded down to store labels will resume buying major brands, Goldstein writes. Brandweek
(11/2)
| Marketer News | | |
|
- Illy looks to fill American coffee cups
Italian coffee marketer IllyCaffè SpA is trying out a new retail plan to reach U.S. coffee drinkers. The company is offering cafes that want to sell Illy coffee a certification program under which the businesses use Italian equipment, recipes, techniques and, naturally, Illy coffee. So far, 28 shops in the U.S. boast the "Artisti del Gusto" certification. The Wall Street Journal
(11/3)
| Technology | | |
|
- Microsoft, OpenX set deal to refer business for ad network
Microsoft, under a multiyear pact, will use OpenX Technologies as a "preferred partner" for publishers that want to serve ads on Microsoft's Content Ads contextual ad network. Under the deal, OpenX will direct its publisher clients to the Microsoft ad network and other ad services, per this article. ClickZ
(11/2)
| Association News | | |
|
| Legislative & Regulatory | | |
|
- Ad groups concerned about empowering the FTC
A consumer protection bill wending its way through Congress would grant the Federal Trade Commission new rule-making authority that could be used to target ad firms, according to this article. Association of National Advertisers EVP Dan Jaffe, in a letter to lawmakers last week, wrote that such a provision "would have serious implications for advertising agencies, media companies and other companies that play any role in the communication/sale/delivery process." MediaPost Communications/Online Media Daily
(11/2)
| SmartQuote | | |
|
 | Some people are making such thorough preparation for rainy days that they aren't enjoying today's sunshine."
--William Feather,
publisher and author
|
| |
| |
|
Read more at SmartBrief.com |
|
A powerful Web site for SmartBrief readers including:
|
|
|
|
| |
| |
| | Recent AAAA SmartBrief Issues:
- Monday, November 02, 2009
- Friday, October 30, 2009
- Thursday, October 29, 2009
- Wednesday, October 28, 2009
- Tuesday, October 27, 2009
| | | Lead Editor: Adam Mazmanian
Contributing Editor: Robert DiGiacomo
Mailing Address:
SmartBrief, Inc.®, 1100 H ST NW, Suite 1000, Washington, DC 20005 | |
| |
|
| © 1999-2009 SmartBrief, Inc.® Legal Information |
|
Omnicom Group media shop OMD will add planning and buying for soft drinks in China to its work for PepsiCo. The business includes digital work. OMD is on a roll in China -- the shop recently also won the buying and planning account for Danone there. 
