http://www.brandweek.com/bw/content_display/news-and-features/shopper-marketing/e3iaa83ea53feec6959f0dda603a090db53
Staples is putting a heavy focus on in-store marketing next year via a multiyear deal with consumer marketing company News America Marketing.Through the partnership, announced this month, News America will design coupon machines, shelf messaging, floor ads and sampling programs in more than 1,500 Staples stores nationwide. The in-store media will launch next month.
Wednesday, December 17, 2008
Monday, December 15, 2008
'Recession-Proof' P&G Aims to Renegotiate Media Spending Globally
"This media environment is a big 'O' opportunity for us, because we're the biggest advertiser in a lot of these countries, and we just go in and tear up the contract," Mr. Lafley said. "Whole industries have walked away [from media advertising]. So everything is getting renegotiated, and we want to be ahead of the curve."
http://adage.com/article?article_id=133189
http://adage.com/article?article_id=133189
Banks Use Free Pizzas and Humor to Calm Fears
According to data from TNS Media Intelligence, spending in the financial services category rose 2.5 percent in the third quarter compared with the same period of 2007. By comparison, ad spending in all categories that quarter fell 2 percent compared with the third quarter last year.
http://www.nytimes.com/2008/12/15/business/media/15adcol.html?_r=1
http://www.nytimes.com/2008/12/15/business/media/15adcol.html?_r=1
Publicis CEO takes long view in economic downturn
http://www.iht.com/articles/2008/12/14/business/ad15.php
As carmakers and other advertisers look for more efficient ways to get their messages across, Lévy said, the economic crisis will hasten the shift of advertising to the Internet and away from traditional media. By 2010, he said, 15 percent of global ad spending will be online.
Lévy has tried to prepare Publicis for this shift by beefing up its digital capabilities. Two years ago, the company acquired Digitas, a specialist in online marketing, for $1.3 billion. Publicis has also invested substantially in emerging markets, where ad spending has been growing more rapidly than in Western Europe, Japan or North America.
"This has recently become a higher risk strategy," the Morgan Stanley analysts wrote in a recent report on Publicis. Indeed, the notion that Internet ad spending will be less affected by the downturn, which has become something of a mantra in the industry, remains unproven. During the last downturn, Internet spending suffered the most. Emerging markets can also be volatile.
But Lévy said Publicis would stick with its approach. This month, the company acquired W&K Communications, an agency based in Beijing. In November, it announced the purchase of Tribal, a Brazilian agency specializing in digital advertising.
He said big, geographically diversified advertising companies like Publicis, alongside small, boutique agencies with a creative reputation, would fare better than midsize companies in the downturn.
"There will be casualties," he said, without naming names. "There will be consolidation. There will be companies that will not be in business when this crisis is over - advertisers, advertising agencies and media."
As carmakers and other advertisers look for more efficient ways to get their messages across, Lévy said, the economic crisis will hasten the shift of advertising to the Internet and away from traditional media. By 2010, he said, 15 percent of global ad spending will be online.
Lévy has tried to prepare Publicis for this shift by beefing up its digital capabilities. Two years ago, the company acquired Digitas, a specialist in online marketing, for $1.3 billion. Publicis has also invested substantially in emerging markets, where ad spending has been growing more rapidly than in Western Europe, Japan or North America.
"This has recently become a higher risk strategy," the Morgan Stanley analysts wrote in a recent report on Publicis. Indeed, the notion that Internet ad spending will be less affected by the downturn, which has become something of a mantra in the industry, remains unproven. During the last downturn, Internet spending suffered the most. Emerging markets can also be volatile.
But Lévy said Publicis would stick with its approach. This month, the company acquired W&K Communications, an agency based in Beijing. In November, it announced the purchase of Tribal, a Brazilian agency specializing in digital advertising.
He said big, geographically diversified advertising companies like Publicis, alongside small, boutique agencies with a creative reputation, would fare better than midsize companies in the downturn.
"There will be casualties," he said, without naming names. "There will be consolidation. There will be companies that will not be in business when this crisis is over - advertisers, advertising agencies and media."
Reed Elsevier takes RBI off the market
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20081210/FREE/812109995/1078/newsletter011
Reed Elsevier announced Wednesday that it has terminated discussions with potential bidders for Reed Business Information, citing “the recent deterioration in macro-economic outlook and poor credit market conditions.”
Earlier this week, The Independent, a U.K. newspaper, reported that Reed Elsevier appeared close to reaching a deal to sell RBI to Bain Capital for the reduced price of $1 billion, which would have been slightly more than half what Reed Elsevier had hoped to get for the property.
Reed Elsevier announced Wednesday that it has terminated discussions with potential bidders for Reed Business Information, citing “the recent deterioration in macro-economic outlook and poor credit market conditions.”
Earlier this week, The Independent, a U.K. newspaper, reported that Reed Elsevier appeared close to reaching a deal to sell RBI to Bain Capital for the reduced price of $1 billion, which would have been slightly more than half what Reed Elsevier had hoped to get for the property.
EMarketer lowers U.S. social network ad spend estimate
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20081212/FREE/812129993/1078/newsletter011
Even as use of social networking sites continues to increase, social network advertising has not kept pace, according to digital marketing research company eMarketer. The company has lowered its projections for U.S. social network ad spending to $1.2 billion this year, down from the $1.4 billion the company projected in May.
In addition, eMarketer estimated that 2009 will see $1.3 billion worth of ads placed on social networks instead of the $1.8 billion previously forecast. The company attributed the anticipated falloff to slower-than-expected revenue growth at MySpace as well as the recession.
EMarketer also revised its forecast for MySpace and Facebook, the two largest social networks. In its previous prediction, eMarketer said MySpace would bring in $755 million in U.S. ad spending in 2008, but that estimate has now dropped 22.5% to $585 million. At Facebook, U.S. advertisers will spend an estimated $210 million this year, a 20.8% drop from the earlier forecast of $265 million, eMarketer said.
Even as use of social networking sites continues to increase, social network advertising has not kept pace, according to digital marketing research company eMarketer. The company has lowered its projections for U.S. social network ad spending to $1.2 billion this year, down from the $1.4 billion the company projected in May.
In addition, eMarketer estimated that 2009 will see $1.3 billion worth of ads placed on social networks instead of the $1.8 billion previously forecast. The company attributed the anticipated falloff to slower-than-expected revenue growth at MySpace as well as the recession.
EMarketer also revised its forecast for MySpace and Facebook, the two largest social networks. In its previous prediction, eMarketer said MySpace would bring in $755 million in U.S. ad spending in 2008, but that estimate has now dropped 22.5% to $585 million. At Facebook, U.S. advertisers will spend an estimated $210 million this year, a 20.8% drop from the earlier forecast of $265 million, eMarketer said.
Tuesday, December 9, 2008
Top 100 Global Advertisers
http://adage.com/article?article_id=133044
P&G, Unilever, L'Oreal lead the pack. GM has dropped to #4.
http://adage.com/images/random/datacenter/2008/globalmarketing2008.pdf
P&G, Unilever, L'Oreal lead the pack. GM has dropped to #4.
http://adage.com/images/random/datacenter/2008/globalmarketing2008.pdf
Renegade To Operate as Independent Company
http://promomagazine.com/news/renegade-operate-company-1209/
Renegade, the New York-based guerrilla and digital agency, said it would now operate as an independent company, effective immediately.
The change in ownership is a result of Dentsu Holdings USA, Inc., selling its majority interest in the company to Renegade CEO and co-founder, Drew Neisser.
Renegade, the New York-based guerrilla and digital agency, said it would now operate as an independent company, effective immediately.
The change in ownership is a result of Dentsu Holdings USA, Inc., selling its majority interest in the company to Renegade CEO and co-founder, Drew Neisser.
Retailers Shrink Ad Spending During Holiday Sales Period
http://adage.com/article?article_id=133107
A study from BDO Seidman found that marketing and advertising spending at many of the nation's retailers have been cut during what is the most-important sales period of the year. While the results are certainly not shocking -- we are in a recession, after all -- a number of retailers, including Kohl's and JCPenney, had pledged to increase or maintain budgets as they look to attract wary consumers.
The study also found that print was the media of choice for retailers this holiday season. A full 57% of CMOs plan to spend a majority of their budget on print advertising, while 21% said they would focus on broadcast.
A study from BDO Seidman found that marketing and advertising spending at many of the nation's retailers have been cut during what is the most-important sales period of the year. While the results are certainly not shocking -- we are in a recession, after all -- a number of retailers, including Kohl's and JCPenney, had pledged to increase or maintain budgets as they look to attract wary consumers.
The study also found that print was the media of choice for retailers this holiday season. A full 57% of CMOs plan to spend a majority of their budget on print advertising, while 21% said they would focus on broadcast.
In-Store: An Island of Growth in a Sea of Recession
Retailers and manufacturers both intend to increase in-store ads by double digits, by recession. In-store for marketing tools alone is $21B. $550B is spent in marketing in-store including pricing, materials, etc. Media companies are largest participants in marketing in-store. Rupert Murdoch has 70% of business (News Corp)
http://adage.com/brightcove/lineup.php?lineup=1266084202
The Deloitte report
http://www.deloitte.com/dtt/article/0,1002,cid%253D226237,00.html
http://adage.com/brightcove/lineup.php?lineup=1266084202
The Deloitte report
http://www.deloitte.com/dtt/article/0,1002,cid%253D226237,00.html
IAB CEO Rants Against Audience-Measurement Complexity
Online and bricks-and-mortar marketing are being crippled by a "crisis of complexity," said Interactive Advertising Bureau chief Randall Rothenberg. Speaking at yesterday's Audience Measurement Leadership Forum at the Roosevelt Hotel, the IAB president-CEO went on a bit of a rant. He called on the industry to address the fact that audience-measurement concepts and techniques have become so incomprehensibly complicated that the majority of marketers still use guesswork to determine their annual media strategies.
http://adage.com/video/article?article_id=133112
http://adage.com/video/article?article_id=133112
Tuesday, December 2, 2008
Post-Recession: Big Rebound for Digital, Internet
If history is a guide, digital out-of-home advertising will return to percentage growth rates in the high double digits--around 30% to 40% per year--while the Internet will rebound with more modest 10% to 12% growth rates. This prediction is based on the past performance of other new media during and after previous recessions.
http://www.mediapost.com/publications/?fa=Articles.san&s=95594&Nid=49924&p=296990
http://www.mediapost.com/publications/?fa=Articles.san&s=95594&Nid=49924&p=296990
Korean Ad Firm Buys Stake in Britain's BMB
Cheil Worldwide, South Korea's largest ad agency by sales, bought a 49% share in London creative agency Beattie McGuinness Bungay as part of its push to expand globally. Cheil didn't disclose how much it paid for its stake in BMB, but said the deal is its largest acquisition to date.
The pact comes just weeks after advance talks between Omnicom Group's TBWA Worldwide and BMB fell apart. BMB was founded in 2005 by three former executives from the London office of TBWA, including adman Trevor Beattie.
http://online.wsj.com/article/SB122818507785771305.html?mod=dist_smartbrief
Cheil already has offices in 29 countries but has long sought to increase its clientele beyond Korean companies such as Samsung Electronics, for which it is the global agency of record. Samsung Corp., another part of the Samsung group, owns nearly 13% of the ad firm.
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