| November 3, 2009 | News for marketing professionals |
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- 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)
      
- 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)
- 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)
- Disney gets into the brand management business
Disney CEO Robert A. Iger wants to reinvent his company's movie studio, focusing not just on making great movies, but on creating and managing a stable of world-beating brands. Iger's new studio chief, Rich Ross, already has experience managing company franchises, such as Hannah Montana and High School Musical. Now Ross will need to ensure that Disney's big-name brands -- such as Pixar, Marvel and Dreamworks -- play off each other's strengths instead of treading on each other's toes. BusinessWeek
(10/29)
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| Market Trends |  | |
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- 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)
- 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)
- 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)
| Interactive | | |
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- Study shows importance of display ads for retailers
Some 61% of retailers' online traffic on average is due to users directly visiting their sites, while just 9.5% on average stems from search engines, Nielsen Online is reporting. The study "make[s] an important case for the continued relevancy of display advertising," said Ken Cassar, vice president-industry insights at Nielsen Online. "While search gets a lot of credit because it's quantifiable, there's a reason people are typing things like Expedia into the Google search engine." Advertising Age
(11/2)
| AAF Spotlight | | |
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Advertising Hall of Fame: Call for Nominations
The American Advertising Federation (AAF) is seeking nominations for the 61st Advertising Hall of Fame, which honors legendary individuals whose standard of excellence continues to define and raise the standards of the advertising industry. These prestigious awards are the industry's greatest honor for lifetime achievement in advertising, and the AAF administers the Advertising Hall of Fame on behalf of the entire industry. The AAF will accept nominations until Nov. 9, 2009. The recipients will be officially inducted into the prestigious Advertising Hall of Fame in March 2009, at New York's historic Waldorf=Astoria hotel.
Last year's Advertising Hall of Fame inductees included Jack Avrett (1929–1997), Charlotte Beers, Chuck Fruit (1946–2008), Clarence Holte (1912–1993), Don Logan, William "Bill" Sharp and Bob Wright.
Nominations can be submitted on the Advertising Hall of Fame Web site (www.advertisinghalloffame.org). For additional information on nominations, contact Dee Dee Swartz at (202) 898-0089 or dswartz@aaf.org.
| Government Update | | |
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- 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)
| SmartQuote | | |
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 | Any seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the customer, who believes she has been misled."
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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. 
