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Most Clicked AAAA SmartBrief Stories


1. Weak market could yield new ROI metrics for media

AAAA SmartBrief | Jan 05, 2009

Media shops, in response to tightening client budgets, this year are likely to place even greater emphasis on value and to develop new tactics and gauges to demonstrate ROI. "This environment could actually provide the ability for more innovation and opportunities to do the never-been-done before," said Initiative U.S. President Tim Spengler. "It's a time to take advantage of media companies' willingness to try different things or models that maybe they wouldn't do in stronger markets." Adweek (01/05)


2. JWT futurist eyes brand trends for 2009

AAAA SmartBrief | Dec 30, 2008

While corporate budgets and consumer belts are tightening, marketing and media companies that seize on certain social and entertainment trends will successfully ride out the new year, according to Ann Mack, director of trendspotting for ad agency JWT. Among the hot-button trends for 2009 are environmental responsibility, brand authenticity and content mobility. MediaPost Communications (12/29)


3. Zag's Mrs. O site offers glimpse of new ad-shop model

AAAA SmartBrief | Dec 31, 2008

Bartle Bogle shop Zag is staking out new ground in the agency world with entrepreneurial efforts such as Mrs. O, a fashion blog that offers users the chance to purchase fashions just like those worn by incoming first lady Michelle Obama. Zag's strategic director Ben Jenkins said, "Zag is about creating the properties ourselves from scratch and having 100 percent of it." New York Times, The (12/30)


4. Conde Nast offers A-list allure with in-house shop

AAAA SmartBrief | Jan 02, 2009

A four-page magazine insert for LG Electronics featuring film director Edward Zwick is the latest effort by Conde Nast Media Group, which in 2008 sold nearly $100 million worth of celebrity-driven ad packages for marketers including Grey Goose and Lexus. Although Conde Nast's in-house approach reportedly offers some savings on production costs, its main appeal is the access it promises to A-list stars and a range of print and online avenues for the ads. New York Times, The (01/01)


5. Adweek's top national agency honors go to Crispin Porter + Bogusky

AAAA SmartBrief | Jan 05, 2009

MDC Partners' Crispin Porter + Bogusky, on the strength of buzzworthy work for Microsoft and new client wins including Old Navy, Hulu and Activision's Guitar Hero game, has gotten the nod from Adweek as its U.S. Agency of the Year for 2008. Adweek (01/05)


6. Survey: TV remains most influential medium when it comes to ads

AAAA SmartBrief | Jan 02, 2009

Television remains king when it comes to advertising influencing viewers, according to a Deloitte survey. The Internet is a hot medium, however, with nearly 60% of American consumers saying they would like to be able to integrate their televisions with their computers with minimal fuss in order to download or watch online content. InformationWeek (12/31)


7. Networks still reaping ad dollars

AAAA SmartBrief | Dec 30, 2008

Economic woes are taking their toll on newspaper, radio and local TV advertising, but the four leading TV networks continue to draw advertisers willing to pay premium rates. "When the economy goes into a recession, marketers are looking at ad platforms that generate the most efficiency, and that is national television," explains Group M chief investment officer Rino Scanzoni. New York Times, The (12/29)


8. TBWA gets Adweek's nod as 2008's top global shop

AAAA SmartBrief | Jan 05, 2009

TBWA, for the second time in the past three years, has been named Adweek's Global Agency of the Year. The shop is cited, among other efforts, for winning Visa's worldwide creative account and its work for Apple and its Macintosh computer. Adweek (01/05)


9. Bringing better branding online

AAAA SmartBrief | Jan 05, 2009

While banner ads are splashed all over Web sites, few of them are memorable, according to Nielsen Online CEO John R. Burbank, because marketers tend to focus high-profile branding efforts on television. Burbank thinks the answer is more quality ad space. He writes, "As long as publishers offer small ads in a cluttered environment, advertisers will continue to invest elsewhere." Brandweek (01/05)


10. Insiders look at 2009

AAAA SmartBrief | Jan 05, 2009

With the expected contraction in ad spending, ad industry insiders are anticipating shorter, less expensive ads that take direct shots at leading competitors, among other trends. Wall Street Journal ad reporter Suzanne Vranica offers predictions of leaders including Initiative President Tim Spengler, Mark Wnek, chief creative officer of Lowe New York and Jeff Goodby of Goodby, Silverstein & Partners. Wall Street Journal, The (subscription required) (01/05)




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