| November 4, 2009 | News for the advertising, media, and marcom industries |
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- Kellogg consolidates "brand building" with Burnett
 Kellogg Co. is paring back the number of agencies on its $1 billion global ad account, with Publicis Groupe's Leo Burnett winning in a review to handle "brand building" in North America, Europe and Latin America. WPP Group's JWT, the incumbent shop in a number of the markets won by Burnett, will handle the Asia-Pacific region for Kellogg. Advertising Age
(11/3)
     
- Del Monte consolidates in pets, CPG categories
Del Monte Foods announced the consolidation of shopper marketing and promotions accounts in its consumer goods line and in its pets business. Draftfcb in Chicago will handle the combined account for pets, while Catapult Action Biased Marketing will take the reins on the combined consumer promotions-shopper marketing account for consumer goods. Brandweek
(11/3)
- Centrum's China business goes to TBWA
TBWA\China has won marketing and communications duties for Pfizer's Centrum multivitamin brand in China. The other contenders for the business, for which spending is estimated at $10 million, included Leo Burnett, DMG and a third unnamed, local shop, per this report. Adweek/Marketing Magazine Asia
(11/3)
- Canada's top 10 agencies for 2009
This article lists the year's top 10 Canadian shops, as determined by Canada's Marketing magazine. The publication, in its Dec. 14 issue, will name its pick for Agency of the Year, along with top Marketer and Media Player. Advertising Age
(11/3)
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- Selling tough guys on soft skin
Former NFL standout and TV actor Michael Strahan is appearing in a campaign for Unilever moisturizer Vaseline Men, a new entrant in the growing men's grooming category. The campaign, put together by ESPN and Bartle Bogle Hegarty in New York, tries to get men to warm up to the idea of using body lotion. The New York Times
(11/4)
- Mainstreaming "augmented reality"
Blurring the line between the virtual and the real is becoming easier for ordinary Web users, thanks to augmented reality technology. Marketers like Nestlé, Frito-Lay and others are drawing on the skills of specialized ad shops to create campaigns that allow users to integrate their own images and content into videos and online virtual environments. BusinessWeek
(11/3)
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- Can publishers collaborate to save mag industry?
Hearst Magazines President Cathie Black, Time Inc. Chairman Ann Moore and Wenner Media Chairman Jann Wenner reportedly have started talking about mounting a joint effort to tout the ad benefits of magazines. Nina Link, president and CEO of Magazine Publishers of America, also is said to possibly be involved in the discussions. None of the principals commented for this article. Mediaweek
(11/4)
- What will Bloomberg's BusinessWeek look like?
BusinessWeek, under new owner Bloomberg LP, reportedly plans to have a splashier print edition with twice as many stories and more global coverage. The magazine also plans to offer the majority of its Web material for free, but may charge a $100 annual subscription fee for "deep, vertical content areas," according to this article. Mediaweek
(11/3)
| Trends & Research | | |
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- How "Mad Men" fictionalized a real brand
A flash of creative brilliance from "Mad Men" lead character Don Draper saved the London Fog account for the fictional Madison Avenue firm of Sterling Cooper. The show, famous for its attention to period detail, got the London Fog brand all wrong, according to real-life ad veteran Richard Gilbert, who worked on campaigns for the rainwear marketer. Advertising Age
(11/2)
- Is there a future for printed news?
Some investors are betting on a rebound in the newspaper sector, but despite financial gains from cost-cutting measures like layoffs and pay cuts, newspaper publishers are facing competition from digital outlets, an uncertain advertising market and many firms have onerous debt obligations. Fitch Ratings analyst Mike Simonton noted, "It's possible that newspapers are cutting costs to a level that accelerates the departure of their audiences towards other outlets." The Wall Street Journal
(11/4)
| Marketer News | | |
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- Study: Shopper marketing not well-integrated with other channels
Although spending on shopper marketing is on a strong growth track, the channel's power is being hampered by a lack of coordination with other marketing segments, a new report from the Grocery Manufacturers Association, Booz & Company and SheSpeaks has found. The failure to integrate the segments "makes it hard to decide whether and where to focus investment across the range of shopper marketing opportunities out-of-store and in-store, as well as to establish priorities for the marketing mix overall," the researchers said. MediaPost Communications/Marketing Daily
(11/4)
| Technology | | |
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- MSN gets new look
Today marks the debut of a streamlined homepage for Microsoft portal MSN.com, which now emphasizes the company's Bing search engine, as well as feeds for Twitter and Facebook. The new design also pares down 30 sections to five channels -- News, Entertainment, Sports, Money and Lifestyle -- and includes a location-based "Local Edition" section. Mediaweek
(11/4)
, BusinessWeek
(11/4)
| Association News | | |
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Tips, Tools & Tactics Webinar: Nov. 11
The recession has accelerated fundamental shifts in the way consumers and businesses define "value." To some audiences, "value" is defined by price; to others, The 4A's recommends that brand and strategic planners, senior agency executives, and business development teams register for the upcoming Tips, Tools and Tactics Webinar "Reframing: Building Value Perceptions Through Consumer Communications," featuring marketing strategist Leonora Polonsky.Topics covered will include: - Proven techniques to improve the value framework of a brand through marketing communications
- Case studies demonstrating marketing strategies and tactics that change a brand's competitive reference set
- Using price to signal quality
- Creating new language to elevate brand worth
- Selecting the best communication vehicles to communicate the brand's value message
- Effective reframing methods for your brand.
Leonora Polonsky is recognized as a "Harley Procter Marketer," the highest marketing distinction at P&G, and is also the lead author of P&G's "Brand Building Framework," a synthesis of brand building best practices. Her insights on branding, marketing and communications -- especially from a major client's perspective -- make this an important resource for all agency professionals to take advantage of.
Register for this event at the 4A's Web site.
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