| November 5, 2009 | News for marketing professionals |
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| Breaking News |  |  |
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- Toys make Hollywood's A-list
The U.S. movies industry is banking on established toy brands as the prime force behind feature films. This summer's box office showed the power of brands such as G.I. Joe and Transformers to lure moviegoers, while flicks starring once-bankable names such as Will Ferrell and Adam Sandler didn't perform as well. Even popular games are getting into the act, with movie versions of Monopoly and Battleship in the pipeline. The Wall Street Journal
(11/5)
     
| Company News | | |
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- New Kayak.com campaign seeks to use cable to raise awareness
Looking to raise its awareness among travelers, search engine Kayak.com this week is launching its first national ad campaign. The push, from ad agency Goodby, Silverstein & Partners, includes a heavy rotation of spots on cable networks such as CNN, Comedy Central, ESPN, TNT, USA, AMC, Bravo and MSNBC. MediaPost Communications/Marketing Daily
(11/4)
- Sources: Panasonic to review U.S. ad business
Panasonic reportedly is putting up for review its U.S. ad business, for which spending is an estimated $40 million. Incumbent Kirshenbaum Bond Senecal & Partners, New York, doesn't intend to participate in the review, an agency spokeswoman said. Advertising Age
(11/4)
| Market Trends | | |
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- Sushi chain tries to benefit from medical-marijuana munchies
A Boulder, Colo.-based sushi restaurant chain sees a marketing opportunity in the federal government's decision not to raid medical-marijuana outlets in states where they are legal, and the resulting surge in such establishments in Colorado. Hapa Sushi is running an ad in alternative newspaper Westword and the local edition of The Onion that shows a map with its four sites marked with red dots and the nearly 60 medical marijuana places labeled with blue. The New York Times (free registration)
(11/4)
- Matching tone of ads with content makes sense
Ads for family brands that run against more wholesome, family-oriented programming are up to 30% more effective than ads for such brands running on racier, more violent shows, according to research from the ANA Alliance for Family Entertainment. However, as one chief marketing officer notes, sometimes the edgiest shows grab the highest ratings, and national brands risk losing reach if they don't advertise on such programming. Advertising Age
(11/4)
- Aggregating Web users for fun and profit
Data-mining firms such as Blue Kai and eXelate Media track Web users as they move from site to site, gathering information that is then sold to marketers to target advertising to highly specific user groups. The data miners strike deals with publishers to gain access to the data. Ross Sandler of RBC Capital Markets said, "These companies are adding tremendous value to the whole advertising ecosystem." The Wall Street Journal
(11/5)
| Interactive | | |
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- ABC.com gets social with instant-comment feature
ABC Social: Episode Commentary is the name of a new tool on ABC.com that can be used by online viewers to log comments on programs while they are watching them. The tool, which was to be launched in conjunction with the debut of the science fiction series "V," includes an option for users to circulate their comments via Facebook. Mediaweek
(11/4)
- Mobile-ad budgets are on the rise for 2010
Almost one in three agencies in 2010 project a mobile spend of $100,000 to $250,000, compared with 22% for this year; nearly 13% are budgeting $250,000 to $500,000, compared with 4% for 2009; and more than 15% are penciling in $1 million-plus, compared with 11% for this year, a poll by Millennial Media and DM2Events.com has found. Also, six in 10 nonmobile marketers say they will advertise in the segment next year. MediaPost Communications/MoBlog
(11/4)
| People & Personalities | | |
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- WPP chief: Emerging markets are key to agencies' future
WPP Group's future success will be dependent on its ability to serve Asia and other rapidly developing markets, master new media and meet the demand for research, chief executive Martin Sorrell said. "There's a shift in power, which I still don't think we fully understand here standing in New York, from the West to the East -- and modify that to the South," Sorrell, referring to emerging markets, said at an industry event. "Every single client we deal with is focusing on these parts of the world for growth." ClickZ
(11/4)
| AAF Spotlight | | |
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Advertising Hall of Achievement®
Join us in celebrating this year's Advertising Hall of Achievement® inductees on Tuesday,
Nov. 17, at Cipriani on 42nd Street in New York City.
This year's honorees are Allison Arden, VP/publisher, Advertising Age & Creativity; Tara Comonte, CFO & COO, worldwide, Mediabrands; Peter McGuinness, chairman & CEO, Gotham; Ari Merkin, founding partner/chief creative officer, Toy New York; Beatriz Perez, SVP, integrated marketing, Coca-Cola North America; Tracey Scheppach, SVP, video innovation director, Starcom MediaVest Group; and television producer Ben Silverman.
For further information, go to www.aaf.org/ahoa, or contact Dee Dee Swartz at dswartz@aaf.org, or (202) 898-0089. Make your reservation today!
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