• •
Publicis is
Inside the black box: What big
brands are spending on Google
From BP's boost in June toAT&T's massive iPhonc
outlay, internaldoc rev ealswhat marketersdropon search
I\[lOK( liPcou ro S TEM the oil gu,k,
m rhc bottom of th c Gulf of M"xiro, it
unleashed $100 million in ad spending,
Im),'I'lyon network TV, to sternthe darn-
age image, But it also stan ed
10 i15
spending hcovily where it had never
spent much before; buying ads in
('.nogle's search results.
IInw much did SP spend 0" smrdl?
In I""" months, SP went from spcnding
vcry little on "-'an:h ad",rrising---<lbou!
557,fXXl a month----to b<.Ullning OIle of
Gmgle's top advcrti...,rs, dropping nm rly
Marketing world girds for an 'uneven' recovery
Lifts inspending.jobs,sales quell double-dip recession fcar-c-bur wobbli ng lies ahead
• BVJACK NEFF jllef ~ com
A SPATE ac r t r a-thcn -cxpcct..-d
OF
reportson consumer spending. jobs and
retail salt" b.t w..",k appea"-'li to tak~ an
,'Iig~ off many fears of a doubk-dip
"-,«,,,ion,
That', th~ gmd n,'Wi.
Th~ nut-so-gmd m'Wi is thm, dl':,pi t~
th,- n"tum of t'-rid gross domNic prod-
oct growlh late last y<'Jr, s ome mar-
h"t~rs, ,uch a. Pro...,,,, &: Gambl" Co.and
Tmb"-'! Corp. s eem to be girding for an
SlEKI NG ORIGI NALS:
McC<JnnloollChed
in-house label
Sl<lVlJ loc Holid<ly
Inn and loollChed
ertst Kyle Andrews
inaglobal ad push,
""' - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
~.
A
-'~
o
IaJl!CIm!!!I What biQ brands spent inJune
SIO Nl lllON
SJ6 m illion in the month of June alone,
,,(cording to an internal Coogle ducu-
mem obtai n,,, by Advertising ~"'_ Thor
push<.'d SP into the' upp"r echelon of
scarch advertisers, in a league with
ExI"-";3, which spentat h151 $5.9 million
in lun~, Am""on, which ' p'-'fll at 1m>!
SS.8 million, and cftay, which spent at
lm,t $4.2 million,
This is a signifi<:ant outlay, even for
Br, which 'p'-'fll $94 million on adv..w,-
ingin 2((l'!, andS7S.? million in Ih~ first
. ix months of 2010 alon~ (excl uding
See &OO/iLl 00 Page 20
"x!c'fld..'li f"-'riod of low gmwth, high
un<.'ll1ployml'lll and more conservative
'f"-'nding p.l tlem. for years into th"
future. And big developing ma rkets such
a, Olina and India, whichgnow robu,tly
right Ihrough th~ nu'%ioo, may be on
Ih~ brink of ,lower b",,,.th ,
Th,- un~mploym~nt M~ ,'lit,,,-'li up a
ten th of a p'rim 10 9,6%, bUI job growth
data for lu n~ and luly was ,~vis<'li
upward, M~anwhik K.,l1lar R,'tail
'~p"'t,'li SJm<~'lOre SJI..", ~xduding
Walman, g rc'w 3.4% last momh, up
fORMORENEWS GO 10 ADAGLCOM
$3.59 MILLION
spent by BP ettre
heighlof thespill
crisis
o<po;. ""
~~
~.f J' ... J'
J' J' ".'"~"t-~¥
from 2,9% in luly, but it will "" lough",
for Mailers to keep up growth starting
this m,mth as they face tougher mmps.
Ehmmouon of government stimulus
p"'gram, sent existing hom.." .all" la"
month to a 1 5-y~ar low, and u.s. aUIn-
motive salt'S fell h.,low a million, the
sl"'....,,1 month in 2ll y~ars. But th~
bright sid~ here-if there is on..' -is the
S<.'<:Iot has a lot less pow~, to hu" th~
bltwler <'CImomy than in the P.1St,
See 00\I8Ll DIP on Page 23
AREPRISE FOR JINGLES ON MADISON AVENUE
• ANOREW HAMPP a~Qe,com
TH E IlE ...TlI OJ' TIlE II"IG I,E has been
gr<-atly ..'X.l!:h,,-'rate'li, But for awhile. il
was understandable if you needed to
ch..xk its pul.....,
In Ih~ 2(n-ls, Ih~ tlt'nd of liCl.'I1si ng
P''P songs (Tom the '6/).;, 70s and'SOsin
li~u of clt'ating an "riginal 30-;0:mnd
branded mdody pick..-d up a lot of
mom~ntum . From Lcd Z:ppclin and Lou
YOUR FRIDAY-NIGHT DATE:THE TV SET
Fron what'supwijh"ld onosleuthing out "CSJ" towhy you
walchwhen you watch. Ad Age anseecs yourfallTV questions.
falling short
on ad pact
with Msoft
1- Failingto meet spending
promises madeas partof
deal to acquire Razorfish
• BY KUNUR PATEL kpolel'lJadage,com
PU B LI CI S GROUPE 15 having trouble
m,"'ting its m,'liia-,pending mm mit-
m''I11 to Microsoft. according 10 scvcral
f"-~>ple familiar with Ih" ,itualion. The
thud-largest egcncy-holdmg company
"'flt<:rt'l:l into th.., comme,cial agrt't.'TTlent
last summ", when it bought digital
ab"-'fl"Y R.'w ,fi,h f",m Microso fl, Exc'CS
put Ih~ mmmilm~nt at a mupk hun-
N
Juoespend~ drcd million doliars annually for ad
N
inventory.
Publicis, JXllt'rlI 10 m..'llia ab'l'no<'S
Starcom M,'liiav," t Group and Zo:nith
Optim<'Ilia, could faa' a penalty if it fails
thi, yea, lO m,'Ct th,- 'f"-'nding level,
committed to Microsoft s earch and dis-
play, Such a f"-'nalty would ostc'o.ibly
up the (ash commitment On the
ALSOINSIDE Ralmfi.h ,ale, though iI's y~t uncle-Jr if
Microsoft will 01'1 to levy such a hcfey
HowObarnais f..", on one of it, bi&,,,-,,t cu,tomeT'>, l"P'-~
sll1JQQling 10 ciclly when MilTOSOfl was tasked with
~icu late petn providing quality inv"'fl tOJ)' on its "'fld
tor!!COVery of th~ deal.
o See ' ,3 Publicis acquired Ra7<lrfi,h for
S2S6.!l million in cash, totali ng S~
Why we can't million, ind uding Stock. Acwrding to
expectsenr to on~ ~x<xutivc do sc to n~golialions,
save the economy Morgan Smnl,'y, rhc bank re'Pre-scm-
o See ' ,Z3 See IlIC~FT on Page 20
Brandsardad Reed to Bnb Dylan and Paul Meu rtncy,
••noesae no major ani't was ab"ve Imding his
reoscoeorctre music to sell <:ats, wal(h,,,, ling~rienr col-
f"", Mmnwhile, a whole crop of indie
J)CM'efoforiginal
bands ,di,'ll on the likt" of Apple.
nresn G>tlv<'TS<' and Bud Light to hdp launch
actverttsirq singlt" and create n~w ....v enue SI....-ams
cercecns, in hcu of dwindling album ", I,'S,
But toda y' Ma ,h'!~rs want original
See JINGLESon PilQe'll
o Reacllhe
slocyon ' ,4
 2 Septembe r 6, 2010 I Adver!isinQ Age
Your guide to
hiQhliQhts
from Ad Age and
CrN tivity
-lime gets
Without marketinginvestment,No. 2carbonated-bcvcmgccatcgory has lost marketshare,volume
• BY NATAUE ZMUDA rtlmud 3'@~Hom
IT tv RNS O UT Tu n if you ~1J~h markt-
ing. you hurt "11.'S,
For y,"'n: k~non -lime soda. have Iall"
gui"h,'<l while cob line extension" and
emerging calegories ~uch a~ energy
drinks and enhanced waters twk pnw-
d""CI', Now, Sier", Mi~!, lUI' and Sprite
are all poised to bendit from an influx of
marketing dot!an: a~ their owrwn: ""h I<>
prop up the second-la rgest ca rbonated-
sofr-dnnk Cltl'gl'ry and target mn~umers
....ho may be sU><l.'!'tible to a soda that at
1m>! ",-,,-ms lightl"- and healthier.
Since2005, marlu."ling inv,;,;tment has
dwindled for Sprite and Sieml Mist, thl'
No 1 and No. 2 sodas in the CltC'gOry,
n.'Sp<uivdy, E.1ch brand slashed mens-
urcd m,'<lia ~p<'Ilding by about 80% . [n
'uin. Coot-Cola's Sprite Sl"'nt ju"t 58.6
million, while PepsiCo'~ Sierra :viiS!
sl"'nt $9,4 miltiun, am,rJing til K~mJr
:vI,-.,jia. That =k,'S it • pour "'-umd
cousin to 001.1; In 200'l, brand Cokespent
$2.>4 million, while P'l"i nwived $136
million in mea sured media. alUlnJing to
Ad Ag.. '~ 100 Leading National
Advcrnscrs report.
And a~ ~!,,'Ilding dlui nl..t, the lemon-
lime category, which a'Ulunt5 for mugh-
Iy 10% uf the $74 billioncamonatl-.,j ~oft ­
drink marlu."l, has grJdually lost marh"l
share and voluml', Ir shed 160 milliun
Cl:;CS bet.... wn 2fXXl and 2OJ9, according
10 lk""''TJ,,'I' Di"
.....t .
"A,'"ITI» the ,"'tc'gOry, in....'Slment h.1d
d.:dinl'<l signifiamtly, It's a function of
mirroring what comp<'liton: arc doing
See UMON UMEOIl Page 20
Growth market as progressive schools push green agenda
Green \\hrks,Seventh Generation and others crop up on students' supply lists
• BYJACKNEFF jrlf.'f l@adaqecom
W il EN STUI>J: NTS ARRIVll) at PS 107 in
B",uklyn's r~rk Slupl' neighborhmd
thi~ year, their parent~ WI.' ...... a~h'<l to
pnwide a "tridosan -fre...' " liquid hand
soap, citing ~u~pici,m~ the anri-ht,~erial
~'1'nt found in many such soaps is an
"cnd''''rine di~ruplOr." Rather than
"regular disin fccmnr wip<'S" from the
like'S of C1"mx or Ly",,1 with a h,,~t of
what the school calls "burrnful bi",id,'S, N books aod I"'txils, it' s an even newer
the k'lter ~ullb"''Sts !lrl'l.'Il'''- {)pti(ln~ fmm
Crccn Works (another ClofOx brand) or
Scan: worldmags®
INSIDE THIS ISSUE
ID ID 1m IIIJ 1m
PUJITS 'It lOMBIES? UMO£) THE MOOD THE GREEM UIUGf IIlIllE DECI WHY IIlff IGMOiEYOU
w~h ve ry limited I)Jr reportertags ff()mNissan's Leaf DarrylOM argues Want 10 mow why
bOO)el.Popc~'s along al ooe of toBMW's t.Iel)ac ity, lhal lhe capabilities censurers ilJOQ(e
little ljilme jumps ~nda i's a look attheefforts tlec kis asovensed you? David Gfrelak
across multiple Uncensored drivil'M) tOffiilrketthelatest as ~ is useless in says ~ 's because
platforms to eventscaptairled by crop ottteeeerest reeueeess you don't consider
become testsener. Jacktdortoo. '0; pitches. their interests,
years of neglect
BRANDS WE'D UKE TO SEE MORE OF
MUG ROOI BEER
It'sbeenyears socecooscrers haveseenmuchmarket ing lrom ire
lemon-lime brands.Likewise, venerable brandsseen as rresce MUQ Root OWNER: rerecc
Beer and Tabhaveskirted most consumers' radarslor aWhile. LAUNCHED: Early I9SOs
Realist kally.these brandswon'l be t-e feo;:ipients ofmajor marketing
fundS anyt ime soon-trcecnMello veuceod Squirtare Marketingefforts focus on loyal usersand require
actually poised toreo;:er.re some alleotion-tlut that can't utnemvestmeot, for example, last veer. il sent
stop usfromhoping. b'eroed Brew B60 kits to bloQgers meoveoce 01
fathe r's Day. Thebrandranks erorcnetco 25
catbonated so1l (!rinks, at number 2t.
MELLO YELLO
SOUIRI
DWllEt Coca-Cora OWNER: Dr Pepper 50apple Group
Ll.UMClIED: 1979 LAUNCHED: 1938
The txend hasn't been advertised since treeerfv o;stritluted oationally,thisgrapefruit soda is adually
199Os, bul in December, Mull.Portlandwas brOUQht preparing fora "biq marketing push," accord ing te e
on board. This summernew retropackaging tecen spokeswoman.LaullChing before the endof tre
hilt ing ~ves, arid out -(If-home. radio arid digital ads year:, it will illClLtde radio ercoot-or-rore on the
are on tap.Distribution isalsobeing expanded from West tcest.es wejl asa ccrpac kaging partnership
theMK:fwest andSoutheast to the Northwestand with Jose Cuervo. Apackaging redesign eetso
notreest, planr.ed.The brandranksamong tretcczs
carbonated sott drinks, at number 25.
fREseA
lAB
OWMER: cccecoe
FRESCA lAUNCHED: 1963 OWllER: cccecce
LAUNCHED: 1963
Orig inallya die!. grapefruil'flavored soda,it now
comes inflavors rangingfromblac kcherryto citrus ThoughTabwasthe company's first SUQar-free cola,
lime to peach.The last marketingeffort behind the its decline beganwith the mtronctoo 01 Diet Cokein
brand was in 2005,whenrresce receiveda 1982. Loyalists can still find Tabinselectmarkets-
makeover, involving newpackaging graphics. At oneof oureditorsrecentlysnagqedoneat a Stop&
the time,marketing from Campbell- Mithun Shop in New Jersey-thouQhthere resrrt beenany
positioned the brandas a "un>Quelysophistcater' marketing behind the brandsincefheearly199Os.
so1ldrink.
S,:venth Generation. of the national curve in gn.'CIl scnsibili-
AI",,, on the lis!, 5O't1t by the ugn.'I'n tic'S, the concerns of its " gn'l.'tt cmllmit-
commitlc'l''' of the Parem/Tea,h,r tw " don't appear to be isobtc'<l. Some
Association, Me fragrance-ftl'\.' baby othl'T N,'w Y"rk public sch,x,l", joinl'l!
wip<'S, I"'n~ with water-based ink, "low under the banner of Grecn Sch(x~s NYC
odor" dry-eras<' markers and Elmer glue and the national GTI.'I'tt Schools All~1 no.'
>licks. which it >aid "dcm'( amta in hanll- Ia~t year b...,&,n On." lating a liS! of gn....'Il
ful ingn.'<lients," suppli,'S,
While it'~ a rebtively new tn.'Ild for Picking up on gmwing inten.'St in
students to be asked to contribute clean- schools, Seventh Ccncration has market-
ing ~upplil'S in addition to the u~ual n<>ll~ cd around back-to-school time thi~ ye"r.
I\ S part of lliat, it commissioned a study
trend for di~tri<1~ to be picky about the TEENS TURNING GREEN: The Ssn Francisco-area student group is workinq OIl
brands. While Park Slope may be ahead See GREEMSUPPl[ES 1)11 Page 22 an -ecCl"jaMoria[ coseret of eco-frieOOly producls schools can stock.
 Ad,e rt;sir><j Age I Septemoor 6. 20tO 3

MORE ON AOAGUOM
100 LATE 10 HELP
Blockbuster isrolling out
interesting adsinlesl
manets, Mille
companymav runoul of
money and time befOfe it
has chance to work.
Holding cos. clean
house, consolidate
agencies to gain
efficiency, scale
Improved business outlook
createsideal time toevaluate
portfolios;moretocome
'nus Sl;MMrR, ag~ncy holding compa-
nics kept busy with a bit of housekeep-
IIlg.
Omnicom Group, wrr, lntcrpublic
Group of C,I!' . and MDC Partners in the
past few months hcve ull strccmhncd
the numbo"r of indi,iduJI shop' and
agency offi~ siUing uncl..-, the ,."me
umbrdla-sWl..,ping und,',-perf",ming
enliti,'S under their stronger siblings
and combining "!\"ncil-'; 10 create scale
and expand g'~Jg",phic footprint . And
it's nol OVI'T: <-'"Eo,; of these mmp.1nies
and observc-'" say there's more to rome
this y<.'ar.
Why now? #[f it's nO! dear it's a r bl-
form you want to haw, " it's a gond tim"
to decide til eliminale thO! pmperty, said
one analyst who covers the SP.lCC and did
not wish til be named. Ill' nm<'" that
because business is rebounding, the tim-
ing might lx, linhxl to holding compa-
nie'5 "1\............·aluating what the right num-
ber of operating units a,,-' and the' [what
the right amount of) scale is to serve
latb'" diems."
wpp and Inte''Public de,<;line-d to
comment. and Omnicom could not be
reache"'. But a number of scnior indus-
try ex<'<"Utiv,'5 sUAA''St,x110 Ad Ag" the
timing of such mOVe'5 is linhxl at least
fXlnly to the' ,'COnomy. A, the industry
climbs out of last years de"'p ""-"'S-
sion-ecnd tries to avoid slipping into a
double dip ("'-'" rdatexl story, P. 1)--
egcncics haw seen the Ix,""fits of being
STUOEHT CHECK-IH
The UniversityofKemucky
hasplaoled Qiaot. wcooen
palmers-liketile tabs in
Facebook Places-oo as
campustoencwaqe
students tocheck in. Why?
~ AdAge .cGII/adajes
Not-50-smooth talking:
Obama mangles message
when it comes toeconomy,AdAge's Market erof thc'rear
lackscommunicationsprowess he hada.. candidate
• BYMATTHEW CRU MER
<lddgffilit~.com
BACK IN JUN t . the Oooma administra-
tion declared thaI a "summer of ro.:rn:-
ery" w~s at hand as someconstruction
pmje'<:1s fundexl by the stimulus bill
fXlS"xI 19 months Ixfure' fin.111y gOl
underway. He end..xl the summer on a
darker rotc. in a prime-time address
fmm the 0.'.11 Offin.' thaI uS<.xl 50me
grim rhetoric to describe the state of
Ihe e'('(",omy.
Hm-;nt-in properly sober fashion
and sa ns flight suil--<:ledaro:l the warin
lraq ov..'t, Burack Obama indicated a
Oil WITH EWAHICK
GM s ~ Ewa n(k offe~
detailsabout his
marketiOQ plansQOiOQ
forward. They iocltxle
more bl"and stcoes and
fewer sales frenzies,
e AdAge.co-
th"t could hew been delivered at any
time in his p«'Sidency.
It's a faet that Oooma inhe'rilexl the
worst l'('(lOomy since the G",al
D.:pn.'Ssion and there's no quid.. or
e"'sy way out, Bur it's stunning how
he's stnlggled to articulate a clear path
toward Tl,(,()wry and a sustainable
futul<', "'SIJ'.'cially when one considers
the communications prowe'Ss he
show..'" as a candidate.
The admimseranon's m''SS.1g<.' on
the mosl importa'" issue to "lters has
gotten lost. smothered by lengthy, all-
<'llmmpassing and ranmrous policy
pushes. such as health-care reform and
Will PRIVATE BK
HOT SO NEUTRAL BOOST MARKETING?
Judy Shapiroargues that
The$4 billion select Burger Kinq to
while lhere'sa whole lot of 3G Ca~ tal Managemen last wee!<
righleous indignatiOn (We(
ooeso1 rreen IIip for Me Donald's
thesubject. the idea ofnet cosncoes the No.1burgerchain.
neutrality steseo ona But it creseots aoopportunityto
mvt' steal back at least soreot tre ve-e
~ AdAqe.a.ltilJl.1IOl!lt ceoed in tre pest coup;eof years10
the Golden arcreses well as rest-
feeders like Wendy's, SubWay and
Domino's. Provided 3Gplays its
cards right. the rrove tcteeetre
chain private Jorthe second time this
decade (and for double tre amouot a
trio or private equity investors paid
for BK in 20(2) could ailow BK's
management aodfranchisees 10
stcorrettor aboutWallStreet and
tocosco innovat ive jYodoxt
ofJe.-inqs and oegver more erteceve
marke\inq, restaurantanalystssay.
TOYOTA TO PUSH
SAFETY IN AD BLITZ
ns imagestill bruised bydrrver
complaints atcot unintended
accelerafion Toyota DMsion has
de<:idedtore ,amp~smarkel inq
messeoe and shift thefocus fosafely
ina bigway,topexecutives saidlast
week. Toyola MotorSaiesU'sA's
overallsales lell34% ioAugust aod
are down 1% for the ye<J(. E~ecutives
ildm~ thaiconsumers havedoubts
about thesaJety and QU<lI~y 01 Teyot a
vehicles. sorreautoreker isp1anninq
an ad blitzto counter that ceceotco.
"Whaf we'redea'nq w ~ h s a
perception issue.andbrand
perceptions are not brandreeees,'
saidBobearter. ToyotaDMsion
geneta111\ilt\ilQ!!1'.
rte oterra ~ ""'.001
administlcltion's
rresseces
-by CONTACT AD AGE
Iengthy,all-
erccmpassing
and rercorces
SOO\cripliQ<1 &~"'llt cwy salts H88-288-S900
p><y","", MYertilflQ (212) 21CHlZ46,
suchasheallh- c,"",til'O HOO-24&1299
care reform and lib.- M'j """"'"' (312) 649-5329
treeoew Nu n OfrtCES:
debate, that suck I¥wYori. (212) 210-0I0O,
treccoeooctot Chic"""(312) I'>l9-52OO,
the nation's london ~ (01794-1ZH 161

moT<.' effici<,nt.
After ye\lrs of sagging peMonnann.'
from its ~",ncy.(\)m brand. Omnia"" in
July finally announC\.xI it was oollap,;ing
th.. ChiGlgo offiCl' of rh.. digiml a!\"ncy
shift to the <'<unomy as his n.'ntral issue,
n.lcrencing a "time of great unCl'rtain-
Iy," a "klOg and painful "-'C<'SSioo," l"-...'ll
sU&,"'5ting "a futureofbsting IJ'.\IOC and
klOg-rerm pm5periry m~y seem Ixymd
the energy d<-rule, that suck the oxy- politics.
U l'lttNT5: ror re~ i"t> of ~ i"1 'ncl oot.,"
w:n out of the nation's politics, And on
.,tk It>. <OOI"t ll'rlghl'. R.... mt. at
top of that stratl'gic choin.' to work an Hm~ or saltl~r'lhlsr.pr i"lS.com
ag<.'1lda in the administration's first
year instmd of focus, as Pn'Sid''llt Bill .,,_f__
-
C

into E-Graphic, Worldwide, TIlWA's
glob.11 production scrvi= arm. It's
our n.\lCh " As for how to n.'gain thaI Clinton did ill his first year, on jobc.-.:--
prusp..'Jity, he pointlxl out w" n<...-d '" mion, rh... Oooma administration h.1S .......__R
........._R_..._....R
_ _.
--,,,, ,,,,",,,,'U"_'~""'''

understood that AgeneyeTlIll OUlt"lSts

globally will fall into the TIlWA n<'twork
end d...,,,,nJ..'llo.' Oil niL ineT<.\Isc exports,
jom!",mn innovmi,m. and improve th...
found it difficult to e'xplain what it's
.....-._,,"""'
'_h""'.... _' ,., ,..,.""-."....
"'-"'·_f
--.. . . '__u
"" _ _
_R
.",_._.
" _ ".."" ........ """"
done' or where it's w,ing.

,..........
edOClt;on syste~n

.................. ',_ _-"'"

down the rnad. "When you'", the pn'Sident, 1J'."'Ple
Also this summer; the' ""rid's larh"'St
holding OOlllpany, WPP, merge'" "''' of
its health-care wntun.'S. Cormronf-lcehh
and Ogilvy Ilmlthworld. Thar create'"
what Ad Age's l\1taCcntet ronks as the
Thc Am,'ri"," public, faced ,,;th
ne'giltivc indicalors on Ihe unemploy-
mml and housing fronts. not to men -
li,m th... stock indi=, n,,""-'" a mnfi-
dC'nl'l~-impiring bluopnnr. Instead.
want to hear nbout rhe road ahead and
whe", we'", going fmm here," said
Don Ba,'r, Burson -Marsteller
Worldwide "in.' chairman and former
Whit,' HouS<.' rommunil"ations din.'<:1ot
o formoreoohow
tile ecooomv is
.<t'
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See HClLDUIGCOMPAlUES on paqe 22 cific and familiar-sounding solutions See OBAMAon PaQe 23

Scan: worldmags®
 4 Septembe r 6. 2010 I AdvertisinQ Age
Checkin
before you
checkout
that show
Newloyaltyappsproving
to be awin-win for 'IV
viewers and networks
• BY KUNU~ PATEL kpat~.oom
YOU CAS NOW che'Ck in I<> TV ,hows
hk,.' vou am to vou r corner bar. But
whm;, a chl'Ck -in' worth I<> networks if
they am't send viewers buy one, h'Ct one
free happy-h"ur sp<'Cials?
The new b.........-d of che'Ck-in al'ps aim
I<> rakc th... b<.'havi"r madc pupular by
Foursquarl""""':n ,hart, tapping a butlnn
to say, "I'm he'I'\'N_ to cnt,'rtainml'l1t
pmpenil'S like TV ,how,. movi", and
cvcn books, Just likc location apps, thc
list of chl'Ck-in start-ups for mntent is
already long; Miso, Philo, Starling and
GerClue have ' n.lgf,'lxl dc';]ls with mcelia
companies a. a means to cross-promote,
build brand, and reward loyal vil",·ers.
CerCloo. which report. 200,(0.) total
chl'Ck-in' per day, will be launching a
program with Fox where the network
will pmmotc new
--....
", .-"-~-
series to "ic'Wers of
its cxisting shows.
Vil""ers that che'Ck-
in to thc popular
series NG!ce" will
1Il ~-- _ .. ge't notiU'S on its
new m medy
n ~.~·- - - ' Nl\aising Hopc.N
while "iewers of
WIllI THE'foUl ILY': NB<lIlC'S" will gcr an
COO::killlJ in10 alert on the new
"MlXlefn r~ milv" drama " Lone Star,N
When fans che'Ck in
has its privileQes.
and unlock stickers
(an inecntive e'qui,,-
aknt to Foursquare's badge) for existing
shows, ehcy am "am an additional stick-
er for watchinga traikr for a ne'W seric'S.
The'Sl' apps arc also shaping into loy-
alty programs where networks can
n.'Ward rhcir sup<'T fans. "Chl'Cking in is
a rep<'Titivc b<.'havior that demonstratl'S
continuity." said Alcx lskold, G,'TGlu c
founder-CEO. " I em like 'True Blood'
on Feccb ook or [ ran chcx.k in to 'T ruc
Bhxl' every Sunday night, religiously.
It demonstrates I'm a bcrrcr fan that just
'Oml~lIle who Lih'S."
HEO has usc-d C.erGlue more thao
Olhe'r 'ervia.'S that it's tl'Stlxl, including
Tunerfish and Clicker.co'n. lts chc'Ck-in
programs, for shows such as
"Entourage" and "Hung," are primarily
h.,dgc-bas,..,<l and focus on I'\'warding
chc'Ck-in b<.'hav;or or watching at a ecr-
mintimc.
"Rewarding brand ambassadors is a
ke'y rompom'nt of our social-media
stra,,-'gy and this isone way wedo that, N
said 5.lbrina Caluori, HBO director-
markc'Ting and social mc-dia. " Rewards
can be as . implc as holding som<'!".x1y
up in an cxahl-d po' ition nr re-rn·""ting
from the official 'Trw Blood' Twitter
See IY CHlCl-IMS on PaQe Zl
Scan: worldmags®
WorldMal!S® - Dil!ifal Mal!azines
Drama! Intrigue! celebrity! What you
should know about the fall TV season
Ad Age flipsthrough thenetworks' biggest issues,shake-upsand challenges
GET KEA"" IUR a barrage of promotions
for nl'W fall TV pn'b'ffims. BIIt wh~t's
going on behind the scenes might be just
as worth wmching, Though it m.ly still
"'''-'1n like summer, the CV\I is s"t this
we",k to b ll",h seasons of "';fj2 lO Nand
start programs sum as "Hellcats." NBCis
preparing to open what it hop...'S"ill lx a
Ill'W m apter " i th lnu.zeci-at-lUt programs
induding "Th" Event" and
NUmlem lV<.'T'S." CBS i, at-lUt to mil out
someof thc'most-anticipated programs of
the sc';]son, including J n'vamp of
NHawaii Fivc-O" and a saucily-tirll'll .it-
COm ",Ue'll " $II'! My Dad 5.1YS." Fox ha,
it> ey e on a "Dalb sN-style oil-and-om-
man dram.l ",Illxl "Lonc Smr, N Wc·fl' nor .un.'. The'Tl' h.1W lx'Cn some
Underneath aU the hmpb, however,
smnd any number of imri!,>uing chal-
lenb'l'S the TV networks must faCl;, some
lI'lo>'<.'The'T, s ome on thei r ,,,,n. What all.'
they' Below. Ac! A<,'C teUs you what to
watch out for a> rhc 201~2011 TV sea son
gl'TS out of the St.llting blocks.
Will Fox's "American Idol" continueas
rvs powertlouseshow?
Yc:>-for now. The ,how i, ,rill 'U('('CSl;-
fut but it is agi ng, and lingering qws tions
"ver the Iinl'Up "f judge'S for next sc';]son
an'-fl't helping the n<'(work make it> C.I"".
You can . riUcxpcu N I<~ ,I" w bring in the'
ma>S<.'S, but the show has lost smne
steam. Fox dm rly wants to h'<.'P st"king
it> fi .....'S until it C.ln dc'lennine h'Il\' suc"
ccssful dl'parrexl h",t Simon Cm"dl's NX
Fae,,,r" will b<.' in the fall of 201 t---Qnd
fl"rh~p> lx'Yond.
Will CW's exper'.,K'lot with m lxlnq online
view s and TV ratlnqs ~ In traction?
p ossible. Th c network has
If. l'11ri tcly
bc'gUn offeringadvertisers pack.lh'l'S of ad
inventory across TV airings and online
,tn';]ms of it> pmgram,. As me,re fa ns
chorl\iC lO waten f"wlrite progmms in a
nontradition,,1 f".hion, it h". be...." ,ne
elmr t<> m.l ny in the indu,try that relying
on g""d old Nic!sen mtings----Tl'gUlar or
comrncmal-cdocs n·t always .how till'
full range of who's watching shows such
as "Cossip GinN or NLife Uncxp<'Ct<.x1."
Ad""rti...'T inten'St in the CVV's mm-
bincd pack"b'C w~s Ntl'\'me'ndously
TlX'Ci,,--d" during the upfmnt. said Rob
Tu(k ex..." vfvncevork sales at the OV,
and the net"mk has Nmntinuc-d W h"v"
the same success in the fourth-quarter
scatter marh'TpI,.,l;. " Now the ~'Cr
question: If edvcrtiscrs want moreof this
flllm the CV\I, willthl'" sc",k it flllmorher
outlets'
med., doi llQ anythillQ for TV?
Is soc .,1
intriguing experiml'1lt> in the past year,
including Fox's effort to run an on-SCTl'<.'11
fc....-d of Twitter c~"nmentary duri ng
e'f'iSlxl,'S of NGlcv" and "Fringt',N and
NBC's TlX'Cnt inC'Olplmtion of rn,-,<-'TS fRESHM AN CLJSS:
during it> broedcasr of thc Emmy award>. This seasotfscrop It'll program with cnvablc raring>. is gc'l-
Our take is th"t TV appmrs to b<.' ofnew prcqrams
doing more f'lT Twittl'T. Faccb ook end includes (from
orhe'T social -mc.,j ~l venUl'S than the,.. are lopjrox's"Looe
doing fot TV programs. all hype ubout Slar: CW's
social bUl.z gme raring highc'T rarillb'S for "Helical>." NBCs
TV showsa,ide. People love to chat about "The Event" aod
the'ir fa'''rite ,hows, but the,.. may not CBS'snoslalgiC
love sc'(ing that same chat aC'TflS6the bot- "H~wai i five-{l:
mm of the' SCTl'Cn while' watching those
same crnne'llil'S and dram;)s. Li!<c'Wi....,
wh.lt Sllulllis funny on Twitter (If in an
upd.1lC may fall flat when Ix~ng j"mmd
inw a he' awards-show bnadcasr.
Do TV viewers st ili have II yen for complex
"flliqm;ll" $hawS that require them t o
watch every epl sode with IiQorous
attention?
NBC will find out soonerthan m ost. The
nenV<lTk srill in the midst of trying to
right it> ratings "",..-s, is launching a one-
h",,, drama calk'll "The EVl'1lt N th.lt its
executives believe wi ll attract those audi-
GDIMG Wirtl 'GLEE':
Foxis counting on
more pitch-
perfect success
ltom ~sEnmy­
winning dramedy.
I
I
cnccs that onec flocked to now--eancelcxl
sc"';al, like ABC's "L." t" and Fox's N24.N
In an era where m'lSt foI ks sc",m to prefer
",ul 01' hou r-long pf<lCl'<lurnl dramas
that wrap their plodinc'S "ithin 4O--<Jdd
minute'S (the' r csr of the' timc i. for com-
m~'TCials~ NBC's gamble is an intrif,'Uing
one. n you·1l.' curious: On c ''f'iSl xk for
"The E""nt" fmtun'S a riveting im"!,'C of
a Ionc pilot in a small pla",' about m make
a bc",line for the pn'Sidc'llt of the Unitc-d
Stat", a. he tries to hunk...r down in his
official caT.
~ How wil lc:l'larqes affect CBS's " CSI"
~ franchise?
This trio of p"'gram, "''TTlain' a reliable
perfonner for CBS, but the' Ill'tWOfk h;)s
m",,-x1 nV<:l of rh... shows-"CSl Miami"
~ and "CSI: Nc'W York"--{O nl'W night>.
~ Smrting in the' fall "Miami" move'S to
~ Sundays fmm Mondays while #Nl'W
York" mo",,,,, to Fridays from
Wdnesdays. Meanwhile, "CSI,N still a
ting on in ymrs. A risk? CBS eXl'ruti\lC'S
have said th''Y're ",ing NCSI"'s fl'lflUlari-
ty w ,hore up ", her night>.
Do we lik e to wat eh TV on Fridays?
For ""my years, Friday ha. been the
night on which nern'orb positionl-d
undc-rpt."rfonning programs or a plac'\' to
,rick sht",'S ner..",ks b<.'lil"'-'Il w<.'TI' on
their last Ie'g>. Why ? Well, everylxJdy
w~s "",,-king f<>r till' w<.'Ch'11d so the'Y
we""''l1't at h,,,ne watching TV whm it
finally carne aruund,The'Sl'<bys. m.lnyof
us fl",l luck" if we can afford a flu-SCTl'<-'Il
TV and a rnbl,' l-Kxlk"p. And "",'re stay-
ing home to w"tch thr>sc things on whim
we ,pm t so mum moncy.
With that in mind many big nc'T-
wo rks are lomling up Friday with highc'T-
quality fare, whl'T her th.lt', a "'I' drama
star ring Tom Selleck (CBS's "Blue
See rm tv 011 Page Zl
Scan: worldmags®
 6 September 6. 2010 I AdvertisinQ Aqe
'Plants vs. Zombies'
menace spreads
through populace
PopCap'sviral gamecontinuesto rack up downloads
acrossplatforms despitea marketingbudget of$35,000
• BV BeTH SNVDER BUUK bbu l ik~Hom
N f.Vf~ U N ll f ~ f STI "' .\TE Til E P<'w<''T of
znmbie'. In thi, case, pbnt,;3nd znmbi<'S.
"Plant> \IS. Zombk'S, with its unusu-
N time. Last W<.'\-k. thegame was still No. 20
31 ((lmbiMtion of pt.'<l-~h,x>ling pl3nt,;
3nd n01-lrlO-SClry cntorm zombie'S, h3s
qllidJy b ecom e a hug<' hit for rasual
game publisher PopC.ap--<md it's about
to go biAA,'r.
The quirky Slral<'b'Y challeng<' lhal
Ix'gan as a downloedablc PC game "ill
bunm as an Xbox .' Wl l<'1ail game and
Xbox Live ArruJ..' downloedablc game
this momh, and will be available for
Nintcndo OSearly next Y<."\lr.
PopCap, whim also make'S IX,<,\",-~,'<i
:;aid r"z is the faSl<'St -seiling game in the
mmpany's hi,tory, ""ith toml, "in the
millions of unit>" acro!'6 all plalfoOTIs.
PopCap,,~ mum on Sf'-'(j~csak'S ~gun'S,
SONY'S PSP USES SMART ALECK TO LAY THE HURT ON SMARTPHONES
YoungMarcus Rivers is the faceof awinningeffortto attract 12-to-1 4-year-olds
• BV BeTH SNYDERBUliK bbul ik~ com
""'ARCUS oov'r PLAY T1IAr.
N That'.
Ma rcus Rivers, Sony Pla ySteuon's
,mack-lalking fmm man for its hand-
held PSI' de\'ioc, n:fcrring to mobile-
phonegaml'S,
In online videus and TV ad., the
1<.'<'Jt.1O'I' M3tcu. or anmh..'T actor holds an
iI'h<me up to the camera and lhen pro-
reeds to blast appgam..'S. Marcus allis rh..,
Wa'le·ba,ket game app, for example,
" ridicu ~lU.,N adding. Nit should1 been
calle'<:l W;l.tin' my thn'C minUle'S cuz I'll
ne'VI.'T ,,'l'1 thnt time beck-c-or wastin' my
ma0l.1" h.1rd-mme'<:l money." Inancllhl.'r,
he d erides the gamo NH,~d [tN by saying.
"Allyou do i, h(~d this button for a, long
as you can b ecause that'. your punish-
mmt for Ix~n' dumb l'fl,,,,gh to buy this
game And in ancliher he' bcshcs the
U
phoneir>d f"ilh: "ThaIain'! builtfur big-
boy g;lme'S, lhar's built for texting your
gmndm3 and allling your girl."
The tagline for the dfort i. NSt..' p Up
YmlrG.1me," and that's jo~t what Sony i~
hoping lhe marh'!ing will do for PSI', a
~m!,'Stand ing No. 2 in the tmdition31
handheld gaming marh'! to its main
CIlrl1p<.'litnr, Nintcndo OS. Th..-re haw
Ix'\'fl mon: than 17 million PSI'<; and 43
million OSunit,; sold to ,l111', alUlrding to
NPlJGmup.
But ..'ven more pll.'SSing is the ((lmpt.~
titinn Stmyand Nim,'fl'lo bmh fae"" fmm
the mobilc~phone mar"''1, particularly
Apple. L1st y<-ar, iPhon<' OS gaml'S
grablx'<:l a 19% slum: of t0131 portabk
Scan: worldmags®
bee did dsdoscthat when the f\·Z il'hone
app debut<"j in F,obruary, it ,old 3lX),{O)
mpie'S to roke- in 51 million in just nine
d1YS, .etting an App Store n",,,,l ar the
intheiI'h<me App Ston'.Tho' iPad I\·Z 3pp
W3S, and still is, f"'lun'<:l OIl iPJd demo
unit,; in 3113000fApple's n't.1il stun'S, said
PopC.ap VP-Marketing IX'fl Rorho,ltz.
UniqUl' content. positiVI.' word-of-
mOUlh and l",i,h In<.'<:Iia rovcro,,'" of lhe
gam.., has been behind it,; succes s. 1M so
ha, "xne rn.-ative markc'ling__n>alivein
part out of necessity. because the initi31
marh'ling budg..'! WJ<; only 535,O:Xl.
"This game was the ultimate gift a
mark,'ling "'-l"'rtrnmt ((luld ge'!, N Mr.
Rothol17. said. "It's an ultra-high quality
gam<' that's ina..'<:Iibly fun and ha,
extn'lne kvel. of dl-,pth.. .. My markr.'1-
ing del"'rtrnl'fll was smittm with lhe
,'l;Hn..'S ",!tware n'"Ve'flue', up fonn 5% in
2{)l8--mo,t1yallhe <'»pen..,of lhe lradi-
tional hand-hI.'kls. PSI' fen from 3 20% to
11% ~h3n' of",!twa", o.'VI.'Ooe, while OS
d",l'p,,'<:I from 75% to 70%, as cakularcd
by 3pp analyst finn Flurry. "In the
mobile-phone 'pae"", the bt&,'l'St compt.'li-
tir:m i. fnr time and mon..y Everytme
ne'\-.:I. a mobile phone (bUl) a game
machine is a luxury. On II'll of tlull. the
prio.'S fur mobile-phone game'S arc wry
ch"'lp; S'I.'l'l would be 3 pnmium game-
lhcre i. 0l.1jor mmp..'!ition for mnsuJn<.'T
time' and money JcrIlSS all platfo"ns,"
said David Cole, analysl DFC Intellih'l'floc,
"They need to beworried about any com-
pt.'ling d<'vice fur am,umer time and
mnney--phones, irad comp..'1ing mol~1e
,'l;nne. I <.mIkin't fll'1 the~n to w'll pbying.
or coming up with all kind, of ide-a•."
But the fe'eling wasn 't echoed
lhroughout the company. In f3et, I\'Z
was seen as a bit too diffcn:nt, a bit too
,~td e~pt.uati,m. ""0' initi3Uy low, hence
BRAIN POWER lhe small all",;:.uio" for mark'!in!\-
So Ix'gan the [n,<it,'l.'t markc'ling. rvz
PvZisheadingto launche-d with a sile lakover of
Xbox 360.Xbol Live
rOpC1p.CIlm on April t 2009, which ge'll-
Arcade aoo Ninlendo
<'T:ltl'<:l pn'S, aboul wh<'!h<'T it was a joke
OS. or not 3nd continued with rrorc online
amle'fll, including vide~)';, lo th of lhe
game and an origin31 >r'<lOfy Zombie
lemp offi"-"",,,,,ker ..,tie'S; a "Z<xnbatar"
that zornbic-iz..'<:1 users' pmfi1e pictures,
and the po,ting of the NZ<>mbi<'S on Your
lawn" original song3nd \'Kko that is the
payoff fur winning lhe game.
NWe had tn amviocc C>\-wge [Fan. the
&1mem-awr] that it wa~ 3gOldmov\.' and
NOT PUYING AROUNO de'vio.'S, console systems etc."
Since SonV's latest Stmyi. hoping Marcus' fo.'Sh faocand
PSP campaign with smaTl-aIc-.:k eteeudc will alllJl-':Il to its
trash--talkinq Marcus n'\i",,-d 131b"-'! 3udieocc of 12-w-l4-y..-ar-
RiverslplaVed by- old., Re'SCann last year sh"",c"j Stmythat
voung~orBobb 'eJ. its 3udimCl' h,1d gottm young quidJY'
Thompson) began in frnn an awl1lf,'I' J.f,'I' nf 28 when the PSI'
mid-June.sales tor bunchl'll in 2005 down w the mid-teen
the hand-held gaming age'S by 2009, said John Koller, din'l"1or-
deviCe have climbed hardware mark.'ling at Sony Comput..'T
20% each week, Entertainment America.
"WI'Silw the [mw l primeWlb'l'1 as 12-
1O-I4-ymr-olds who areh'Taduating f"xn
devices likethe OSand1'VI.'Jt th..' Leapsrcr.
but before theyre getting inm mn",le
gaming or ca rrying .1oartphon<'S,u he
said, "We ,,-ally want<"j ",",<,,"e aspira-
tional for them, .. . We came up with
nm giving tm much away," Mr, Rmholtz
said. "Th<'n' hove nc"" b een over 5 mil-
lion vil,\-,{<; of 'Z<,mhie'S on my Lawn.' It
was viral out of the gate. N
The fil'S1 game bOWl'<:l in />-by 2(X)9,
foIl'lV>'e"j by n'1ail PC and MacVI.'l'Sions in
Au;,'U>l th.1t y..-ar, thm the iPhone app in
Fcbroary and ipad aPl' in April. But Mr.
R'>lholz said itonly nx"" 30 Ibys from thl.'
initial bunm for PopCap 1O"''C it hada hit,
and tIllx'gin planning fur mhl'T plmfonns.
Many fans havehelpt."j the cau.., with
sp<mmnl'OUS and enthusmsnc promotion
of the game. Ae"!nl'S loel McHale and
Oliver Plath 3pp<.':In'<:l se".,rmdy on "late
Night "ilh Jimmy FalionNwithin 1\lCCk.
of ..'Jch O1h..'T end both confes sed addic-
tion, to I\·Z nn the iPad. A .mall alllagc'
industry of hon1C""atlc go:"'s hassprung
up on the inteJn<.'! hum atti,t,;' paintings,
...-ulptun'S ;",d plushie., of the cberectcrs
11> hand-p.1int<"j T-.him and cwamic
bwn omam<'flts, Fans have knit PVZ
' ''''-'ilters. rn.-atd thl~r owng,,'\'ling ennis
and baked PvZ birthday cak..'S.
C"'iltiVl.' marketing. howl'VI.'T, a mtin-
ue'S, Wilh things like Z<lInbie~handwrillen
invill'S 11> 3 parry pnmi..'TI.' in spring. and
PvZ 7.ombie bn-akd.1occl'S at the elllranoc
III E3 this past luOl', (A Ix ~>lh was r oo
expt.'fl.ive for the mark<'ling budge'!. )
POpC1p has also branched out illln
traditional adverti.ing, with ads for the
Xbox game" in magazine" incl uding
Wi""j and PCWorld, and will do in-store
retail marketing with channel partners.
A, for that initial 535,0))1 It was mOll'
than <.'"I1ough for launch. Mr. Rotholt'"
said he thinks his lmm Imly "pt.'fll about
522,{(1), Nincluding the "ineNto toost its
, um 'SS.
Marcus RiveT<;, a knc,w-it-all PSI' gamer
who's paSSiONlW about the brand and
about why the PSI' i, bett<'T for&1ming. N
"[ thought Sony rnedc a mistake in
nm mrg<'!ing that 12-to-14-year-old
audience ,...rlyon," said Mr. Cole."The""
are WnSUmeT<; I'K,king for a mobile
"'-"iCl', and inmany cases th..')' don't have
mobile pho>nl'S or h3w "'-'I)' n.'Stricn\t
mobile phone'S. So, ~"'S, it loah'S ..,n.."
(OOt) the qU<.'Stir:m is, are they I<K, l1te?"
St, far, the adsan: working. ao;ording
to Mr. Kolb, who noted Ih31 the rate of
';'1b ,inc.." lhe campaign 1x'b'Un in mid-
lum' h,1V1.' dnnbcd 20% higher each
I,,-'Ck P1.1nning fur mon: Marcus ads i.
alrc... dy und er way,
Along "ilh thl.' nlW ,poke'Skid, Stmy
is also trying to appcc ] to younger
t<'\'fl_nd th<ir parent,; who, .till ho,ld
the purse strings-with it> lune-
announo."j PSI' fa,,,ritl'S, a \llllu<~1ine of
game'S at S9.9'l ea ch. Then:are cum:ntly
3lxlUt 25 title, in thr:' wlk'l"lir:m, Wilh d.1S-
sics and p"'1<'Cn-friendly title'S such ;IS
"Burnout lc'b'l'nds" and "Sims,N
The PSI' campaign, creal,-d with
P1.1yS13ti<>n Jt,'l.'flcy D<.'Ursch, LA, is a
mostly TV me'<:lia dfon, bUI inclu"'-'S an
online vidl'U romp<m''flt and SllIO<.' onbn..,
adwrtising fmruring Marcu•. The me'<:lia
buy includes ahcrnoon tim" slors and
'pon" and ha, h.'\'fl particularly sum'S>-
ful on Vi,1rom channels sumas MTV and
Nick al Nile. n""" buys are a del"'mlre
for traditional PS pTV, which had focu sc'<:1
,m 1ale~nighl TV;lnd prime time w lalb"-'!
the mid-20s lTO\','d ,
 On Au gust 11 , nearly 1,000 industry exe cutives paid
tr ibute to Adverti sin g Age' s Women to Wat ch at an
awards lunch eon in New Yo rk City.
L U N C H E O N

1 Honoree Kirsten Flanik,EVI' Senior Account Director. BBDG, Hew yolt SUlanne Beau~oin, Mars:Osher HaDerman, Malt John Osborn. aBOG: Sara Beth Shrager.Mallei Entertainment 2 Lil Sarachek
Blacker and Allison Afo'en, VP/Publi,her, Advert~nQ AQe 3 HaRom Melissa RichardsPerson, Senior Diredor,Advertising and Promotions,Papa John'sand Oanya Proud. Senior Manager U.s. Media
Relations, McDonald's4 Honoree OanielleParis. Director'Praduct Innovation and Development MenuManagement. and Deborah McDaniel, McDonald's 5 taurenWiener, Vice President. Meredith
Inlerolctiveand NancyW eber.SVP. eMD, MeredithNational Media Group 6 Dana McCol'lie: Honoree Laura McCorvie.$VP ConsumerGrowth and Shopper Markeling,Kraft Foods;Jamie OePeau,nU'CRH:
AnnBillock,AU Advisors: Leslie reichgraeber,PepsiCo 7 PeteRoper. Senior Director,Digital, Adverlisil1/j Age HOIWree Janet salis,EVP MediaSales. Mariha Stewart living Omnimedil leslieDance,
tv'
Kodat:Jackie Ghedine, ManagingDirector, Sales, AdVertisil1/j Age 8 KimMartin, President and General Manager,WE Wedding Central 9 This year's honorees discuss the secrets of theirsuccess
tv ,
10 BACKROW(l TO R) KimMartin, President and General Manager,WE Wedding Central: Nancy Weber,SVP,CMO,Meretlith Nalional Media Group:Maureen S11llivan,SeniorViet Presidelll of Markeli~,""
Brand, and Partnerships, AOl Christine Mau,Brand Design Director, Kimberty-tIar1;:Sarah RobbO'Hagan,CMO,Gatorade; Beth Waxman'Arteta,Global Business Director, JWT; Jilllel Balis,EVPMediaSales,
Martha Siewari living Omnimedil KarenSauder, ManagingDirector. Chicago, DraflFCB: Joan lewis, SVPConsumer &Market Knowledge, Procter' liaaible; Melissa RictlardsPefSOfl,SeniorDirector
Advertising and Promotions, Papa John's; laura McCorvie, SVP Consumer Growth and Shopper Marketing, Kraft Foods:Allison Arden, VP/Publisher',Adrtftisil1/j ~pe: Abbey paJ~~,1d itor, AdYeffising
Age: FRONTROW (llOR) Joan Gillman, President TWC MediaSales,Time Warner Cable:Christine Fruechte,President and CEO, Colle ' McVoy: Sara Ohriall,Virectllf'of R&Il. BoIInier Corp~ KdenF1aQik,
EVP Senior Account Director,BBDD, New lOlt TaraComonte,COO!CFO, Mediabrands:liz Dolan: Danielle Paris, Director'Produc t lnno~ation and De~e klpmen l MenuManagement McDonald's USA:AmV
Curlis'Mclntyre, SVP Marketing.DId Navy 11 Sarah landsman, Pete Brace,and Honoree Sarah Robb O'Hagon,CMO, Gatorade ~ '

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In Partn~r~h ip with
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 8 Septembe r 6, 2010 I AdvertisinQ Aqe
Ad Age spends aday with Hyundai-yes, Hyundai
Our reporter tagsalongon automakcr's Uncensoreddrivingevent and watches theconvertsroll in
• BY MICHAELBUSH mbWl@adage,oom
DLSPlTE A COOL and bn-c'zy Friday
morning in late Augu,t, Blake Kanickij i,
working up a sweat M' he scrubs a
porl~blc floor in the parking 1m of
Citizens Bank Ballpark on his hands and
knl"''S, #Gcning a b'{KJd d.'y i, the hardl'St
part.~ said the' projcce ma nager for Jack
Mon on, in between laboring to remove
SCllff marks left by past visitors end
in,trucring local union laburers laying a
rubbcrvcd floor. "M~Mging the pc'OJ'le
~ nd the proCl'SS is easy,N
Aod in f~lt, the So-person tl",m he's
chon"'Jgrnphing on behalf of Imerpublic
Group of Cos.' experiential marketing
~",ncy is making it I'K,k d''Cl'Prively
,imple to tum one of the >!adium', main
parking lots imo the fourth ,tOP On the'
lO---<:ity #Hyundai Un",n",,,-"N o~tional
lOur, This 1<1\ of thl' tour, held at the'
home of the Phibddphia Phillil'S and its
f~ns. ~ims to tum locals imo Hyundti
fan, by puning thc'I'll b.,hind the whc...,1
of a Hyundai Sonata. Toyota Camry or
HondJ A{'cord, uki ng thc'l'll through
their paces with a roUTS(' romi,t;ng of
hairpi n turns, ''\la,ive maoeuvers. high-
spc...-d straightawJys aod rondition, that
mimic icy ",,,ds,
u'SS thon U hours lxfore ronsumc'l'S
sun showing up, the' SU'J1e dOl'Sn't I'K,k
like mudl of anything. The to-do li,t,
which must be romplc'llxl by the end of
the day, indude'S: unload ing two Ulr Ulr-
ril'TS and two Hyunrb i-wrnpprxlshipping
ronui ners filk.J with furniture, fl<X>ri ng
and ekxtnmics; enxting tents: Sl'CUring
electricity; an{'horing the tem, with
wri ghts; putting up Hyund,'i ,igns and
buildiog In d , bor" te driving am r",
using 14 professional drivers from
PnU' Km Dynamics [nternJri,mal . pm-
duccr of automotive cxpcncnnal-rnar-
kc'ling p">grnm" Th. t .Iooe involve'S
laying out more ornn~,'e ronl'S than it
"'-.....-ns p",ible to count.
As :vi r. Ka nickij and his lack Morton
cuh.,m, D.ln Beilke. another projlxt man-
agcrand tour IronJ-f,,<:r Art Han""" ,hut-
tic back and forrhlx'tWl...n rhc main swg-
iog an'" Clrrying boxl'S or mJneuvering
forklifts. 0<-.: McKinney, head of the I'DI
team. ,lowly dri\fl.'S a Ulr thmugh the
COUTS(', Via walki....mlkie. he instrults his
team til n'ffiO~gul'L' ronc'S in order to
rrckc the turns righl<'r or the turning cir-
de, whel'L' m",u mers will tc'St the ClrS
turning rndius, a tad smaller. I'DI ,iriwl'S
will . {'company mnsumers while thl'Y
dri w the course.
Mr, McKinney, who h" "" rlu.xl " a
ronsultant and stunt driver in a
Holl)""KJd film and in TV commerci~ls,
has been doi ng these pmgrJIllS with
llyundai for the pasr six yt'Jrs and SJid he
h~s wilnl'S"'-xl firsthand the illlr"lt thc""
eventsh.tve on consumers and the brand,
"Whm I first >lanlxl v><>rking ,vith
Hyundai it was dear that consumers just
thought of Hyundai a,. thmwaway Clr
and one that the)' didn't give any serious
m"sidern ti,m to, Nhe $" id while tc'St driv-
ing the course. "I have seen that ]X'Kl>p-
tion mange II'Ll de'gn...", over the yl'Jrs,
And in my opiniorl, it's things like this
thaI are n"'p msible for that. Consumers
Uln dri ve these OIl'S in a bcsslc-Ircc envi -
Scan: worldmags®
WorldMags® - Digifal Magazines
nmml~ll and in ronditionsyou '''lO 't get
in a n>~d test with a dl'ak'r, No one is in
SJb mode hl,l'L' forcing thl~ n to sign or
buy ~nything,"
Of murse, the ide" iso'tjust to k~ a m-
surncrs experim<'t.' the cars but to r'\'UO-
gelize about the'01, and II j,mdai gives
them pk~lIy of ways to do that. Aftet the
l<'St dri,'<.'S, thl'Y al'L' mmu"'b"xltll Ii"b'l'r
in a gbming white loul\','C under a hUb'C
lI yundai-bmndlxl tent . nd li sten to
music. drink Smrbucks frnppulunns and
uscirads avaibble til th,..-n--hopefully til
spn'ad the gospel about Hyundai
-rs, plOCl' is winxl to k'1 ronsumers
tell their focnds about the \'Xperil'lll'l",N
SJid ]aim<' Glbn'l1l. ffi'arive dinxtm at
lack Monon and dl'Sii,'ller of the Spal'l"
'The iP~ds ~re loaded wi th Twim'r and
FOCI'oook, , nd you em chl'Ck in on
Foursqmll'L' when you g<'1 here. Wr' Sl'l
this up so thc'Y will hang ,round,. lJlk til
uS and other consumers about Hyundai.
have. [frnppumnol .nd listl'll to music
afecr they test drive the GIl'S."
They am also take a k'Ss priv. te
apprr>;lm by entering a Snnata l'quippo.x1
with. vide..., Glmem, when' the'Y GIn dose
the door and rave, romplain. or, as Mr,
Cabrera n'Cllkd do what one excited
attendee did on the tou r Slast SlUp didand
make up a " lOg ~bout the driving experi-
cnce the'Y just had.
Under fomler marketing mid loel
Ewanick and his No.2 Chris p,'ny. b oth
of whom h~ve de'GImpcxl to General
Motors, Hyundai gained st''am in the
,uto ,,,,,rid with dl'\lCr ,dvertising. a
mlxlia stnll<'llY to buy big-event pro-
gmmming like the Super Bowl ,nd "
groundbl'L'aking BUj'<'.1" s Assurance pro-
gmm that .1I0,,",-xl COnsumers 1<> l'L'tum a
nl'W Hyundai if they I,»t their ino;ome.
Bill Monique Morin Kumpi s.llyundti's
manager-experiential marketing alld
Stra tlwe ~lIianCl'S, ...t id there's no substi-
tute for g<'1'ting behind the whl'l.'L
"Ad mmpaigns tella story but there's
n",hiog thel'L' for a ron,umer to touch
and h....!." she said, "The h'y is b ting
ron,u lllers draw their own l,,,,dusinn,
but to do that they need to haw the'
Hyundai experience. This is beyond
tents and cones. With wl"rything the)'
GIll do hel'L' it bc'ffiml'S ' 1'1 experieo<x . nd
the more we em get th..nn driving our
Glrs . nd telling th,ir friends about us.
the better. N
HERE'S THE SETUP:
Aleamcaplail1ed by
Jackt.Iortl)rl makes
the complicated
undertakirlQ look
decep liv~yeasy .
---- ~:'.'"""
-------
!O:=~=::..::...
-'.,--
¥.:::?
:vis. Kumpis SJ id she has ",-'Co am-
somers. at other tour StilI'S, jump out of
Sonatas and d , im they were gI~ng to
NU~B ER Of C1
11[S IHE purchase OOl" that wry dty ,
\Nhik that didn't h, ppc'll on this day,
HIU NDAI UNCENSOi[D
!DUi ISHilliNG at least not in the first few hours of the
l'\ll'lll, it wos dcm that the experil'1la.' had
sii,'lli~ellltly shifted the mindsct of some
of those in a11l'lldancc,
lad, :vIorton estimates that nearly
1.(X)) pc...'f'Ieanl'J1&'xl the l'\ll'llt O\fl.'T the
NU~B ER Of PWll
" 'l'l"k<'lld. The Iinl'S for the test dri,,-'S
WENDINGHIUNDAI weI'<.' ~Iw~ys fuJi and most uf those who
UNC[NSOR[D EV[NTS 10 dm...e the..-a1'S wel'L' ea~,'er 1O g<'l on line for
GAl( the virkx) car and 1.t lk ~h:,ut the experi-
enl'l". Copil'S of the~r vide...» ~re "'-'llt to
rhcm and Hyundai also cdtrs the v:i,kx>s
I!mlI
N~~B£R {f H1U NOIISSOUl
for. rwl it P'»t> on its Facebmk fl'~,'e.
(Soml" of the hltJgl' the'Y ~I'<.' cornpil-
iog f,,~n thistour ,vill eventually b., u",-xl
in future ('Orlllnercials. but for nowit isall
IN IHE UI lASllEAR b.,i ng p»tcxl 00 Faa.u .,k. Simibr fm taW
used in prior TV spots came fmm a wry
sm.11 mall Inur llyu nd, i did for 501'1.11.'
earlier in the vcar.]
One a mple waitiog on line In ,h,.){ "
vide'll said: ~Hyu ndai should do this
NLllBER{fMillS 00i
muTSl' out>ide ~n th,';r dl'Jler,hips and
thl'Y """,ldsell a Ulr l'\'ery time N
~AIA D Rl'IESAIMIlY
Mike, a 4O-",ml~hing Toy,){a owner
IOUi SlOP who wa, ~Iso waiting to make a vidl'll
"h:ml the ,'Xpr'Til'J1CC. ""id he is in the'
markt fur a oew..-ar but h~tc'S de\llerships
and Iikr'S the "1"w-ke'Y" ~lIno"phere of
the Un",n,,),,-xlC\ll'TIt.
Hl' said his 12-Yl""r-old Ctmry is in
the shop l'\'<.'I)' orhc'T ,wek and that the
t,'St drive hejust finished is forcing him to
"'<'I,"sider his longstanding alilWana.' to
Toyota. "l\fter this and all the issues
Toyou has had. 1am seriou,ly amside'T-
ing purchasing a Hyundai n<"".N
 THIS
AIN'T YOUR
GRANDDADDY'S
APP S ight. Sound. Mot ion. Car
stuff you know and love
delivered in a whole new
way with the AW iPad app.

COMING OCTOBER 2010.

" " I AlJTONEEKCOM
Scan: worldmags® iPa d is a In,demark of Apple Inc., reg istered in "'" U,S . and 01"", countries.
 •
10 September 6, 2010 1Advertising Age

ADAGE
PREMIUM PARTNERS Green-car marketers
revvin up in race for
AD AGE PREM IUM PARTNERS REPRESENT AN ELITE
GROU P OF SOLUTI ON PR OV IDERS TO MARKETER S AN D
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From independents to big automakcrs.here's a look at how seven key
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• IlY RUPAL PAREM ~ rparekh@iJddgemm

original content sites, 3000 content producers, and 80% For more 01 our
aut(lrrt(l( ive-industrv
original content, AOL owns and operates Ii'll' largest family CAR ADv £RTISI!'>C 15 ~b01l1 l<> uk,' ~ rum--for the ~n,,-'I1 ,
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friendly aulO brJnds, some indepcndenl and some b."kc..J by
the big carmakers. H,'r<" s whm you nccdro know ab01l1 who's
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BMWMEGACITY CHEVY VOLT
It's no secr et t hat Br~ish-born Ian Joel Ewa~ the
TOPltlAUml
Investi gation Dis covery's ~son has rrostteuec-about
Who Thf! (Bleep) Did I Marry? sevec assaes personinautoad
debuted as the #1 s..ri.. s arldmarketing circles treseoavs,
headtorBMW A longtime car
pr emier e in network history! Group since 2008, ). QUY, hewas
arole retook on etter astintas brCll.>;lht inat General Motorsin
Watch mere amazing chairman-CEO 01 RollsRoyce Motor May- aftera seoer-seot stintat
stori e s 01 secre t lives and cers. H..'s also a oretsne managing Nissa" arlda lew high'profile years
marriag e shoc kers onanall new Who The (Bleep, Old I Marr y? director of LarldRover vences. a1 Hyurtdai.
th is Wedn..sday at teem on ly on rnvesueeucn Discovery.
Goodby Silverstein&Partners, San
GSO&MIdea City, Austin,T..xas Fraoosco arldoetroit
·_ re. : T~ Ni. lson C""'l'M"/, NHI Cal_Of (1{<7/Oa • 8/Z5/IO), li~ +SO dolo,
P'OIlram 60<0<1 ~pa". (w"" anSllO 10\1'10:301>. Primo OoI 'S" aP'llp)
POSITIONING BMWw<lntsits en-eectrk Beemer to "Acar first arldelectric second." in
beknown lor beingtheontyor.e the wordsof Mr,Ewanick, The VoU

HOARDERS
A&E's critically acclaimed made using carbon (it uses what it will trytoshowconsumers thatit is
"Hoarders ," t he rest and callsa CfRP, carbon Iibe-rentcecec durable arc retebe-ece 10go 40
mcst-wetched seri es plastic),making ~ lighterthan miles exclusively onbatterybefore a
cooventcoat cars arldotherelectric qas generatorcantake over for 300

I
JS~:: ReaIUfe.Drama~
about people struggling
with extreme hoarding,
r etu rns lor a third s..eson
vehkles. It'salsoemphasizing
sustaioability not just inthecal; txrt
thrCll.>;lhoul itssuppiy chain aswell.
more miles until thebalt""" needs
arotrer cterce.

wit h 20 en-ne w episodes on Mondays at 9 PM ET/ PT,

Whilelormaladvertisinglor thiscar A so-secoorteaserad becen

Each ..pisod.. 01 th is qrourobr..aking series follows two
isstill downtheroad- BMWisn't
dillerent people whose inability to let qo 01 their belonQings brinqinqits MeQ<lCity to market till
is so out 01 cont rol that they are on the verge of personal 201J- thecarmaker isalready
disaster, In season t hree 01 "Hoarders: ' the stakes COUldn't buildinqbuzz aroorld its
be hlqher as the people profiled are faced wit h lile-chanQing commitment to bringinga zero-
ccnsequences, " Hoarders'' not only captures tne drama as emission carinto urban markets. ~'s
been testinqprototype ""l'Ctrk cars,
experts work to put each hoarder on the road to recovery but randomly choosing consumers to
also highliQht s the individual's inr.er cneuences and triumphs. dnveall-ell'Ctric Mini Coopers arc
runningin seect markets in July
that was completelysilent.showinq
acardrivingatonq the highwily w~h
thistext: "listen, That's tresocrcor
the status QUOcrumblinq.
Breathtaking. isn't ~? ' Whena full
campaign bows thislall, ~ wili likety
playupVolt'sgasqenerator,thereby
subtly attac kingLeaf arldotherpure

<--
soon aBMWseries l car,arldaskinq electric vehicles byportrayinq them
Mondays at 9PM ET/PT them ioreooet tlackl irldinqs, As the esceuse foranxietyarrcoq
Officialautomotive secoscc for the
London Olympics 2012. ireree
speculation that BMW will usetret
as a stece to lormally laurlCh the
Ml'QilCity.

SOCIIJ.IIEDIA Nodedk atedrecebooc ceceso- rececoocVOlt has nearly 40,000

Twitter feeds forthe Ml'QilC~y, arld fans; itsTwitter paqe @ChevyVolthas
:PREMIUM PARTNER; solar any social-media discussion nearly 5.000followers, GMalso
• • epoeers onUti' BMW Group created arncrosne called Chevy
••• • • recebooe PilQE', whk h has more VOltage that callsitself the"official
•• • than laooo lans. social rtl'lwor1I ofthe Volt." housinq a
•• bIoQ, videosaod photos.
••• • ••
•••••••
Scan: worldmags®

.S\.t
zocnsettoospeec
without emitting
emissions.
CHMVOLT:
Reliable and dtlfable
s toetrew test
describes this car.
NISSANLllF:
Greenmachine has
affordabililyon fts
see carmakersays.
CODA
h4 i~ JlI(:kson,
well-koowo
marketer who's
held posit ions at
cccecce
F'epsiCoarJd Coon;
Brewing, and meoe hisrna<i< in the
euto world between 2000and 2fXJ7
at GM NorthAmerica.
Pefeira & O'Dell, San Francisco
Ease. rre seoteMCMlica, ceut-cesec
firm's marketing stretecv will eeo
~Iy one-<ommerce. Pre-sales
hiliit' bequn on its weosne fOf the
CODA sedan, a too r-Ooor. five-
passenger oatterveectoc whic~
that isexpecled loranqe120 miles
percnarce, The first modelswill be
delivered inCalifornia laterthisY\'<Ir.
SOme eooeccoscotococ work-
billboards that mimic tombstones
setupet ces-sretco pumps-howe
already been in the marketplace
from a prioraoency. Goodness
Maoofaclurinq.LosAngeles,and
digital executions arelikely to beg;n
thismoothfromPerl.'ira &O'Dell. An
e-Comroerce site Os tclunchinq soon.
aridoutreach will be acombination
of d iQita~ PR and events.
COda has a occ called"Clearinq the
Air" and a YouTube channei wrth
several explanatory videos. The
eccoeAutomal illl! feed onTwiller
has etoct a tOClOfoilowers. It
appearslostill beworkiog00an
official recetooc page.
Scan: worldmags®
FISKER AUTOMOnVE
a M...-tl EuIOOi"q is
global vr-sees
(OJ markeliogat
' isker. She was
recnstedto tbe
post last year after
serving as ccesceot-cto of a eseen
NorthAmerica forayear, ero teioe
lhat wasesec v p-sees eod
markeliog at .ecoer NorthAmerica,
lambesis, Carlsbad. Ca lif,
luxury. Fiskerwantsto teseenes
tre premium pll!lj-inhybrid. Its
Karma mocleI was de$iQned I:1y
Henrik Fisker, whohas rercecee
models for BMWand Aston Martin.
Abase model ofire Karmacosts
$87,900, anda tcc-e-ue-sre
version has upholstery made of
bamboo rstberthan leather,
IlscampaiQn "Pure Driving Passion"
I"('(:enlly becan viaaeebsiteIhal
shows hiQh~slylized irTlaQeS of the
Karma I:1y lashion photographer
Miles Aldridge. AcampaiQn lrom
t erntesn willlikely halll!more ofa
fashion tavout thancar-ad teerto rt
since lambesisworks rrosuv wrth
clothingarxl;ewelry brands such as
seeeeoc tecort
irvine. calif. -teseo FisI<er has more Ul1In
2fJ(XJ Twitter folowefs buf ccesrt
seem tousetteeed frequenlly. An
otfidal receecoe pagehas more ttan
1,DDD fans, and acecceted tlio:;lhas
ceeoset UDtJo,Iaoenlhusiasl
unaffihated with tre Cornp:rly.
THIHl:
Braro:l considers itsen
aleader in eeorc-
cemeoet.
NISSAN lEAf
Jon Bnlnr;he<!u
wasnamed VP--
marketingof
Nissan inthewake
of JoelEwanick's
abu pt oerecucn
to General Motors. BeIorethat. Mr.
Brancheau wasdired or-vlobal
Infinilimarkeliogcornrncncatons
andmed ia.
TBWA!Chiaf/Oay.l osAngeles
Complelely green andaffordable.
Thececeeslimaled torelail for
$25.28Oaflertaxcredrts,compared
wrth Volt's oriciogol$33,500.11 is
solely eject roc arxlrunson battery.
With plansto beontheroad this
De(:ember, tre leaf has been early
to marketing. It had apush around
theOlymQics inVaOCOUlll!r, andhas
chosen seve-ere rcc-oe France-
winniogcyclisl lance Armslroogas
itsofficial spokesman.He's been
featuredinonespottret
emphasizes thecar as " Innovation
for tre plaJ1(>\; ioncenco forall."
The Lealrecent ly broke rts Iirst
eutorrctilll! iAd00AQple'stocrth-
generation iPhone.Newadvertising
for Nissao across mJlliplevences is
slated lobreak thismonth,and new
leal commercials willbeore
feature.
TheNissanLealrasrrore than
72/X1O fansonFecetooeandlM"r
S.ooolollowers onTwitterat
@NissanLeaf.llswebsiteoffer.;lilll!
chat with experts.
Adverli.inQ AQe
TEStA MOTORS
Thecompany
hasn't nameda
headmarketer, but
rcoroer Eion
Musk isoneofthe
most hiQh-orofile
exe<s inthegreen autoworld, arxl
former YooTUbeexecutiveRicardo
Reyes hand les global
communicalions rone concerw
Sports CarThetesta Roadster-
which has sold inat least 28
cocntres-at anestimated
$100.000, issaid 10accelerate from
Oto60 in less thantcor seccocs but
produces noemission. owoers can
call upon a "servceranger" tomake
ahouse call foranyreces s,
testa eoeoster has sold some 1,200
cers with littleinlhe wayol
treoitional advertising, striking
partnerships withbrands sochas
TagHeuer, for whoch it creeteda
custom Tag carandappearances at
carraces arxlelll!non"The Price is
Right" onwhichit was aprize. More
trad itional advertisingwill likely
come soon, since thePalo Allo,
calit-based company W('nt public
thissummer andTesla's ModelS. its
tour-coo- sedan, isexpected to be
reeesecinearly2012.
Has morethan12,000 toIlowerson
TWitterat @TeslaMotors, andnearly
20,000 fansonrecetook forthe
ececster
I Septe mbe r 6, 2010 "
fIS~(R:
AulOOlilkerwantsto
be knownas premium
plug'in hybrid.
ImACITY:
BMWselectric
Beemer is made of
"boo
t1JDA:
Thissedan is
epectedtorerqe J20
miles perctaree.
_.-..
THINK
h4ir;hae1 locI!, the
formerCEO of
Ducali North
America. joined as
CMOotThinkthis
month.He's also
held senior marketingroles at
Honda Motor Europeand TriumDh
Motorcycles.
Aqency unclear as of press lime
Experience.Thinkoescntesthe
brandasaleader in elect ric-vehlcIe
te<hnolOQy backed I:1y nearly 20
year.; of research, andScandinavian
rootsthat haW!qiven rta
"suslainabllily" rreoset, The
carmaker says it'sthefirst01 its kirxl
10wincenrorcoean ra;lulatory
safety approval.
Events arxl partnerships haW! been
astrategyin Europe,whereCEO
Richard Canny has held public
speeches onEarthDay. Thinkalso
partnered withtheBBC tocreatee
documentary aboulthenrst eectre
drivearound Europecalled "B8C
Electric: Drive," TheOslo. Norway--
based company isbuildingrtsIirst
U.s. factory in mceoeto
rranotectore tre ThinkCityandwill
startcom iogoff tre assembly linein
20n Because rt wantstosenre rest
U.s. sIlipments 10car"Shariog firms
andforcorporate use,eosoess-tc-
business marketing is li~ y to bee
play for Think inthecoming months.
Hasablogcalled"Think is ThOnking"
(www.thinkislhinkiog.com).a
Facebool< pagewithnearly scorers
andaTwitterpage,@think_l'I'. with
more than1,600 followers.
 WorldMags® - Digifal Magazines

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 M September 6, 2010 I AdvertisinQ Aqe WorldMags® - Digifal Magazines
Editedby Do you have something to say?Send leiters erc cccrectons to vlewpolnt@adaqe.com
Ken Wheilt on, or to Advert ising Aqe, vewsoot 711 ThirdAve. New YorI\,NY 10017. Please limd letters
kwhe<l!on@adaQe.com t0250words.

EDITDRIAL READER RESPDRSE from a Qu~ntitative perspective (how m~ny mentions. how
many ronoee-s. how m~ny positiveor negativereactcos are

NO MYSTERY AS TO
wegett ing, etc). Thisarticleisdealing wilh the q U ~l i t~t iv e
aspect of listening.It may be time1:onsuming alld costly,but
u'svner.
What shooldbe noted, too, isthat the tact that this is

WHAT HAPPENS WHEN unstructured data makesthe data-minioqdifferent as well.

Tr en tiooal data'minioq is more focused on quant net ive,
whilethis tailson the more quantitetfve analytic~1 area

YOU DON'T MARKET F?£' -reeascc Up f(J(RevleW After

24 Ye;matTracyLocke, ff
because of its unstructurednature.

This shouldn'tcCMTle as asurprise to ~nyone, but it seems that
when amarketer stopsmarketing, sales tendto drop.
That's the lesson to qIe<on fromooserv;ng thelemorHirne-soo:la
category over thepast 10years. Foranymmter of reasons, the
rrwsetes De!lindthe biggest breocsinthesector pulled bock on
marlleting-almost eon relyinsome places. Predictably, sales
dropped off.
Or, moreaccurately,sales dropped offmorethantheydid for
other' cetooetedsoft drinks.Obviously, trereareotherchallenges
facing thecarbonatect-soft'(lrinksector as a whole. Inacoontry
tryinqto cere to termswithanobesity epil:lemic. soft drinks larded
wdhhiqh-tnxtose cornsyrup areportrayed
asoneof thekeyvillains. Even \\lithout
With SlxiteqoiflJ heaRh issues. trends have been learing
silent. Sierra Mist towardnoncarbonated beveragesand
cocoreestceo ener1lydrinks.
major mar1let SO themajor players. inten! onshoring
share ifthe uptheir maincola br eocs. turnedoff the
recscc traoo fTIo'101Ietingtap tor Iemon-limebrands such as
hadlalJlChedan Spnte.Sierr~ Mist ~nd7Up.Qddly enouqn
aggressive theyallseemed to reecnthesame
marketiflJ conclusion at etoct the same time, oerteos
campaign. liguringd'S easier to cutbockspendOnq ~
everyone etseiswitt'OrawingIromthefield
~,."
Soce2005. mar1<et inginvestment has dwindled for Spriteand
Sierra Mist the No. land No. 2in thecateqory, respectMo~. Each
slashed measured media spendingbyabout80%. During that time,
lhecateqoryshed 16Omillioncases befweeo2000and2.lX8,
according to Beveraqe ooest,
There's no pointiI1throwing (,jOOCI money aftera bad prcd.d, but
thefact remains that the lemorHime sector eccooots for rouqhly
10% of the$74 billioncarbonaIed-soft-(lrinkmarl<et. That 'sa biQ
baitlegroond to cede.
MostmifllHloggling islheopportun~y missed byanyoflhemajor
play~ cetecs wdhSpriteQOingsileo1. Sierra Misl comreve
stceo majorrrerket share it thePepsiCo brand had kluoched an
aooressi';e marl<eting campaign.
Pepsi, CO<:a-CoIa co.ere Dr Pepper SnappleGroup. which
markets 7Up. ha've CCMTle totheirsenses andaregettingback into the
marl<eting fray. But insome respects. they'reQOing to ha've to start
buildinqthese brands from scretcn Therecould be some upside to
that.but such short-sKjhled cyclical thinkinqshould be eeooeo.
Fora rrerset that promises retreshrrle!11. the thlnkinq here has
beenanylhOnq but.
(AdAge.com. Sept. I)
o THOMAS SJRINGHAIl ~T10MAU BRlTISIi COCUMBIA
Wow, what a tentesnc opportunity. I'll bet irere ere hundreds
of ecerces that wouldjumpat tnecoportunltv to worll with
racesco, an iconic brand anda household name.
I will alwaysremember 'rebasco's marketinglor the
excellent ly written print campaigns utilizinqthe iconiclabel
sly le. and of coursethe exploding mosqeto spot from several
years bac k.But,while it may tecreat to be rostajnc.
consumers thesedaysare chang ing th~r mediahabitsfaster
tnan Lady cece changesher ooUits.The recesccbrand
needs a jolt lntc t ne zut century.Forexample, their Twitter
pecehas2,049 followers. Fora braodof that stature, that's
shameful.can they be out 01 thingsto say?Why are so le w
people listenioq?
Look at what an enter t~ininQ ad campalgn tied in with
soo:ial mediadid for the OldSpice ereoo, It not only revitalized
ire brerd, it grew ire entireca tegory.
With that inmind,I think tetescoccua be due tor a
creroeof direction. Tt-.ey need to cet with the times,and with
rel~tively low budgets lor a nationer campa igl\ they are
probablybetter off to finda "'hot shop" that will eat, steep and
live their brand.
SOUNDING OFF ABOUT
THE CHIEF LISTENING OFFICER
R£: '·ChiefLi5/eners' USe Tecllnoloqylo Tradr, SOrtCompany
Men/ions"'(AdAge.com.AlKJ30)
o BRIANGILLARD,B/WNUY.
I've beenrecently pondering,"How many companies are
'really' listeningto their COflSumerson scce media vs. sayinq
that they do?"
Theterm "'brand morutonnq on SM"'has become so
widespread nowad~ys that it's become a cliche. It's just
somelhing thai aorerc saysto seem likeirevre tech savvy,
hip,eccesutse, etc.Even ifthey do monitor, they do it more
o IRISTmHEHIIICI~~An 0010
Many companiesforget the valueof just listeningto social
media. When we trainad eoerces on sooar-mece marketing,
oneof the thiflQs lhat we alwaysercourece isto start with
listening.
Some companies ereresnent to jump into social media
(especially thosein hiqhiy reoutatec industries), but even just
listening can bea creet start.
Even some of the most activecompanies on social media
havenot yet mastered the art 01 listening-takioqcommenls
sod mentions,interpreting them aodchanneliflQ them
throuqh the org~nization eflectiv~y.
Fantastic: post arc aqreat area to bring attention to!
o DAVID POUNCHDCl WEST ORAltGllU.
SOrry, I just thinkthisisanother dumbideathat will cet some
attention lor awhilealld then it will lade away. Really. achief
listeningofficer? Isn't thisaSlgn of how tar off the mark
businesses are,thai we'regelting excited because
companiesare listeninq? Shooldn't good companies ~I w~ys
havebeenlisl ening? Andshouldn't everyone lisl en?
Alld what trereu isthe marketingdepartmeot dOiflQ il
theYre not listening tocustorrers? NowooderCMOS havean
IS-month tenure.Lastly,don't these companies have customer
servicedepartments wholistento custorers day1orli;J?
I'm not buyiflQ tnees a new,deeIlchanqe to how businesses
conduct irernseves,
o WIClHLDNCHAI.)P(JlI,Nl llASll
Kodak's BethLaPierre statesthat 'weoootcenso-ue
commentsorvideos people createaboutoorcompany,"yet
sheoetenmres what to do with themuttito..de of data_. what's
important.who ~ goes to, what weight it' sgiven, etc.This
inllOlves some sortof subjectivity, which eeoe tecto torm of
censorship. Given thata "cbief lislener" would ien somewhere
underthemarketing umo-eee. thiscoold lead tosome cconcts
01 interest. After all, you don't have toloak lar to see two
different cooclusions drawnfrom thesame setof data.
peteps ot more use wouldbea"chief eccreceic- whose
roe is not to interpret (or even sort)thedata,but just makeit
eeneeeto wtlomeIIer wouldlike tosee it. Then each
department cooldO\Ierlay the oata tot heir srectc initiatives
~ndadjust accordingly.

WRATYDU SAY

WILL GAMING ON SMARTPHONES ANO TABLETS SIGNIFICANTlY e MOO l En 's

CUT INTO THE MARKET FOR HANO-HELO VIOEO-GAME OEVICES? 63% thinksmartphones
will oetsmert hand'
teeoevces.
OUfmON:
HIS THlOBI.MA
ADMINISTRATION OON[ A
Accardingto ocr reaoers.
Apple isQo<ng to takea bite oct of the Qilming cateqory. Themajordy tl1O\.l(jht the OOOD J1Il (N" WlSSAGl1tG
iPhone(and other smartpllones)will hurt devices suchassony'sPSP andtheNintenclo Os. DUR I~G THHOONOlliC
OOWIlTURN?

The iOSpiatform offersbetter They aredead already. lfSooy issmart it'lIh.m a The realwinnerswill be Myexperience has Astheaverage

"""'" """" """"'"

choiceand better priciflJ They just doo't know ityet! PS3~ikedeviceintoa thosethal write titles for intrcductory agefor
wittKlutsaaificinganythinq iPadand iA"1oneOOflJ a srnart~, complete thevariousplatfonns, typically don't last as rTXlbile pIlones isilCJ ing
except buttons. Thischoice newexperienceanda with all thetriQgersand and allowforanonline Iongasthehandheld doNr\ theonlyttliflJ
cCXJldn't beclearer. Apple ison fresh interface for oonlrol sticks.lf it......ere experiera!1:tlat allows games.lneedmy ~liflJdominant
theroad Iofinallyofferthefirst interactiCXl in games. me, I'dlicensethe Droid onetouseausername smartphone fora gamesonmOOi1ephlxles
handheidgarniflJ platform to -GARYDUPllNlE OStodoitwith. to retrievesaved games number ofapps,and isthepublishiflJ ofthose
beat Nintenddsdominance. -RlO; BENNm or~andcontinueon. gamesarercta p-iority. gamesb'{theircreators.
iOB KNOllPP -I.lDllICBJ,llEY -Q,RWENCARJER -~N [Y IttASON

Scan: worldmags®
 Adverl i.inQ AQe ISeptember 6 , 2010 15
TABASCO ACCOUNT
MOSTtuII UP FOB REVIEW 2. Movie Posters We like 3. Kl'epan£yeon l he llack 4. MusH weet TV:APost- 5, GooQleMaps Gels anAd
S'ORIE~O N Iloo< £mmy Scorecard Unit Your loQoHere
... Readnat AdAlIw lI
AOAGE.COM

I!III BANCECRAIN AD AGE

lWICEWiN Idi1a_
bA¥lD S.IU.£I~ ~ _

.w.JSCINP.ARDEN ~ ~ ".-

We can't move forward if cautious

marketers stand in way of innovation
-- -
Ktn_"" --
tIOW 10 COMIAtHOITDl1Al

---""'" -- Jlo>o;w>.) _
_llouiltItrt\<
Ms Gt«Qloois _
_

Isthemarketinq rcrctcn staoding inthe

wayof inflOllation?
The marketinq mantra has always
been tccveue customerwhat he or she
best corporate managers havebecome,
ina sense,erenes of thecorpo-ation.
"Thereasonsfor thisareclear
enouqh. Corporationsare bureeucrets
business leaders areincreasirlQly down
onthe ooemeAdministration aridthe
Democ rete ecerce(increase taxes,
increase theseeof government.drive up
--
IlTEOO,OONAl

--
lAonlWentz I,..
~ ..- "''''''''.II>"ol'''V
Eomo .... fJIW.l<nl»
lIli/lllllIR
8r -,. JoMson t1'. d~ lm "­
~"'"

""lOll " " ""'"

I'.Ml Brown _do.t.~Ol<.\;»

wants, bot that approach pretty much andmanagersarebureaucrats.Their reeence-ecosrs. tonsor beeitb-cere _~ t1'dJmniltJn ~Ol<.\;»

precludes givinq consumers thinqs they funclamental tendency istowardsell- contusion, raceto wrrte lotsof _ ... llontsoo _lhciII}IJ
don't know they want or havenlthooght perpetuation.They are, almost by regulationsthat reallyslow small ClIlSTlJJlGT

--
of. Aodaremarketers somet imes "held definition. resistant tocreree, They were businesses down,cere-to theunions and Je<riltr lloonoy I .

captive by theircustomers"-proclaiming
t heyocrrt want animprovement or new
technolOQY because it woo ldbetoo
disruptiveto the<r normal behavior?
Inothef worets. marketers can read
theirbusiness correcttv-essessirq what
--
designedandtasked,notwith reinforcinq demonizetopearnersandblg EOO(JIS ITlAR{l
market forces, blJ! with supplantiOQ aod
even resrsurc the market."
Sowbatdo wehave? Two
immoveableobjects-the big corporation
andtheevenbiQQer U.s.QOVernment,
businesses).CEOs foo lt is imprudent to
hireaodlaunchbiginvestments rig hi
now."
SO thebigcorporationsarehcHdinq
back becauseof confusion and
8obGlotitld
JatkNolf_
_ ~

All AGE mrs

.lM1Wr1e _ ~
........
Ili
_ <Jol'
_

--
-- m_
customers want or corrt- endstillmiss.
Ina stUdy of thedise-d rive inoustry
bothloaded with bureeocratc caution
arc inertia-tryinq to cope with the
uncertainty, andthefederal covernmeot
is intent ongellingblgger aridmore
""""
-- ~
I</mmIr--....._ _'"-_
_Sr¥lo" IUIo .......

~­
~~16l1

that appliesto all marketers, Clayton bureaucratic ,Consumers, cillJQ ht inthe

_""""" lm"-(t:b r;:"""""' ,..... ~_
-~
blQQest recession since theGreat
_lHrmOnIII
Math'ti -' .nI~ Hj1 ~ '''' ''''L om m_
Christensen wrote in his book "The Depression. Not avery QOOd combination middle, arekeepingtheirwallets and ([)iqbIHjI ~ _

m_
rorcv eto-s Dilemma"thatthe tOQett hillQSgoinq again, purses snapced shut. andthat'sprobably E«iuId L.. (ll!,Jl\I'l -"""0111 m_
established firmswere"agg ressive, IeXChaOQed emails recently withan not going to change anytimeSOOI\
~P.tkllrAt,mOrsNO ~_ m_
KInlrPrt ti ~ ~""" m_
innovativeandcustorrer-sensitivein agency exec on how therecoverywas As Isaidthe other week. export lrtnoSM skV ~ r,fti5txI ~ ~_
_ ~ I\i_ _.,~_
.~­
ta _
theirapproaches tosustammq proceedinq. He told metrettne big rrer ketserestarting to look pretty good

...
___ _ _ "I<"J ~_

m_

iroovations of every sort."
But they couldn't keepit up."fiodinq
new applicationsaodmarketstor these
newproductsseem to ceeceoebevuet
each ot these tirmsexhibitedonce, upon
brands have maintained mostof the<r
revenue, drivencosts down$lgnificanll y
"aodare srttiOQ ondecent profits,They
arespeodinqneeded marketingdollarsto
keepsa les upandprices strong.But inthe
--
to U.S.corporations. Andthe nicethinq is,
the futureindeveloping countrieshas
already beeninvented. Marketerscan
Qiluge consumerreactionto productsrot
even envisioned bythird·wortd
.
Pori! !opno! ~

......... G«...... M_
JtnJ1iftr Olill !l«<tY.o1_
~"""""",,,,<om

~"""

...""'"-- --
entry,andthenapparently Iost.lt was as last few months they have grownmore consumersbut used as stapies by U.s. _ P"' I_ ~ ....._
1oOd« ~

it the leadiOQ li rmswereheldcaptiveby
theircustomers,enabliOQ attackinq
entrant firms to topplethe inc umbent
industry leaders eec htimea disruptive
tecroctocverercec'
The fundamental protMem. as Alan
Murray wrote in The Wall Street Journal.
isthat the rrooerncorpo-atcn might
haveoutlived itsusetulness. He says "the
caut ious aboutfuture investments. It is
cool to be cautious again. [ very CEO sees
acloudy cou ple of yearswith at least
some ooe reoe risks.
"There areno jobs beiOQ created.
Most of thestimulus dollarswent to
protectpublic-sector jobsor to pave or
repave roads.Consumersarestill leaninq
toward pullingI:lack wheretheycan. And
---
consumers.SO the us. wouldserve as
onegigantic test market for where the Chrit llor.....ottJ_ _
real salespotential is:in Asia andAfrica.
If corporations need to bereinvented,
thensodoes marketing.AsMr.Murray '"
.
__
Amo6osf.Wl ~''"''"'''''''''
C<r:I''''''''
--
--
said. "chanqe, innovation,adaptabilityall
haveto become orders01 theday."

o YOlJcanredCh RoYlCeat rtr~aiuOIIl

_ _ III'Cl"«t<I>_

"'"
DMlT_ SonII"""" .....
CllAfMll{JNlINLCl)I
l«fl>ol le.lZi [ _
__
--
--
I!III DABRYL OHBT
--
.lm-CIJIotile tl&l' ~""'"
HUMUHGIl AOftRllSlN6' SPONSO~IP SAL[~

...-- """tat""'__
Kill the capabilities deck and
i
~"'"
lloIIu.om.llI i'._ _
DMl 8onll...
Kot. __ --
-.--
--
have an honest conversation
Since ouragency wasacquired, we've rd bet thatcentserejcst as tired of daling.) Show some work-preferably
i ...,EmiIl'ChiInI
c..doc . ~..t

PoI. Roper i',_"ill6

8riItonI'Pori! ~ .........__
..t

--
l"~_
bPO'~_

-
been meet ingwrth more1ar<:Je brand viewinqdecksasagendesare withoutslides. BriOQ upa browser, and AGED,CllAIMlYITEClINCl.OOl
teams than evertetoreoco- agency's presenting them If vorreoo treoeot show someth ingrecent and/orlive-that's ...._ _ 0:--1_ ~."""

history. Thiss ewesome.Butthere's side,do'PJ need this formality? not ontheagencywebsite-andtalkabout KInn[qoll _ _ .-.l't'!'".... ~_

somethingthat I'venoticed theyall share thechallenqesthat were overcore eod - . . It Slltwo _ _ .-.l't'!'""'" .,-.. ....._

---
~

intheeuectet ionsdepartment:the
capabi litiesdeck.
weused tc beve e motteat ooragency
proclaiminq, 'wecoot oooecks,' And tor
themostpart,we're notveryoeck-ceotoc.
We'veavoided theZOQ-sIoe
presentations that you see larger
agenc;es useto present everythinq trom
capabl ues t0 strategicinitiatives to
concepts.We'd much rathershareareal
conversation insteed of bullet points.
Idon'tthinkclientsIike dec ksanymore
than we oo.rve seeootrer agencies
present their decks. andtheypretty much
allcontain ireexectsamethirlQ: Ashoo
teaturingtheagency molto or philosophy
thai positionstremesccotaridfunto
workwith (or serious aridallabout your
bu$lness).Aslide filled with impressive
Iogosot com paniestheagency res core
besresswith.ASlideillustratinq agency
services, provinqtrat t heagency cando
anythinqIrom mediastr a1eQV to pilot inq
smallaircraft. Aslide with Twitter,
Facebool< andothersoclal·media logos.
I'd bet thatclientsarejustastiredof
viewirlQ themas eceoces ere presenting
them. Ityou'reontheclient side, doyou
need thislormality?
What if we just eliminated thedeck
complelely? Here'show ameetingmight
take place: Exchange not onty
pleasantries, blJ! talkaboutther~ people
in theroom. oevcte10 minutestosharing
a realoverview of thepeople vco're
intrOdUCirlQ andmeeting. (Think speed
o Darryl OM is the pesceotctHumongo.
tre coas thatwere mel.Howdidyouwork
ltlRIIIlNI3iMIIlS
through surprises/changes/new
_ _ lIoI:I!6>I_
Challenges? Howisthisrelevant to the
clientin theroom?TalkaboutprotMems, Won M_ em.r-_
andideas for soutcos. - Sylm ""'-"""'"
We'veused thisformatina handful of AlI\'ER1lSM> PlIOlX.CIDl
_tor>l
Kot. ~
_
new-clientmeetings andfound it
refreshing,Theformal ledto moretwo- Noil'I.... c...lillo .......lO"'-
way conversetcos than a presentation
AUOIEflCE OEYElOPllUtl
decktypically does. arid everyone leaves JIlIrlLaMoou _ ._ __.
trercom with a better feeliOQ for who
- - ~.- --......
they've justmet.Ibelieve it also leads to ~"""",,, '1llIIll1ll8-5'lOOl .. tMZlXWlI\,oo.tIodOll\,;t~_
lasterconversations about business. ..-.ol:~"""PRII1UlN II(USA
Want to give it a try? Leave yourdeck mTN E. CllAIH IJWmi>l RANCECllAIH _
at home for yournextnew-<:Iient rreetmq, IWl'l' K.I VCllAIH """"" GLDIK.I sctJI!'/ _ ~poiii;Iw
lIEIIIlUEP.ClIAII _ ROIIERT C._ IJ'Il ~ "" ~
Wl.UlM" Ml)IlR(l'II Co«~""'" PAl'll WIIS M'f>'«l.o>l~
KATH'IIIDIIl' C<rIo. _ _
GoD. CllAIH JR f rxnti8'('f//![yW13}
PAl l OAl!'Lll ilWl_ _
MIlS. G.D. CllAIHA _ _ IWII-/996J
DanblKy,Conn.

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 16 September 6, 2010 I Advertising Age

Editedby Do you havesarnelhirKj to say? Send lettersandcorrections to viewpoint@ddage.com

K<!f1 Wheilton, or to AdvertisirlgAge,Viewpoint.7n Third Ave. New YorI<. NY10017. Please Iim ~ letters
kwhe<l!on@iIdaQe.com tozsow ocs.

IiIID DAYID GRZElAK i ENGAUGE IiIID IINA SHARKEY BABYCENIER

Why consumers don't Digging through piles of data-and

want to talk to you listening-can lead to new insights
a eet Jack,Hehas anabidinginterestin soy Withtheinsaneamou nt of dataout there, the real insight seoeecee todq deeper product reviews. Marketerswith relevant
protein isolate,Orcarob-wed gum,Or high- irs temptinq to sk ipthehuman element arldask why,What arethese moms products orservices shCOJldtake
oleic su nflower041. Andcan'htoptalking altogether aod relysolely onstatistics. But OOrKj? Whyare theyshariOQ? Howare advantaqe 01 field experts' expertise by
about any 01 il. perlormance rretocs ecoecan'ttell you theydifferent tromeectr other?AocI then, providinq theminformation aocl p ccocts
Jackjust met Jill, Yet Jill is edginq away wh<!t motivates your eccercetcstert a what does ~ ailmean for ourusers. our to encouraqeconversationwithintheir
from Jack at the galleryopening.Or coo. share avoeocr postabouttheir clients. erccor business? networks.
"unmendinq ' himon Fecetcck. breaklast on Fscetooe.Aridit can't tell Tcosttreseanswers, weccooocted a utecesters aremillennial moms who
And weooot blameJill. youtheexact point whennrst-umerrcms segmentationstLJdy ere Ie<Irned that are always connected arc
Yet. thisispreciselytheopeniOQ Qilmbit used by many reatizetheir newlittle buoclleol joy means momswouse sociat mediarequlafly communicat ing. They shareeverythirKj
marketerstryiOQ to erqage w~h people.This seu-eoscrtec a54% increase in iauoclry,leavirlgthem oco't alluse it in tre serre way, oor do they viasocial med ia, mixirlg play--by-play
approach isincompatible w ~ h basic human nature.AndthisshCOJld runnjOQ to theapoi iance store. These are wield thesameamoont of influence. In updates w~h usetcncseccot whereto
comeas nosurprise,as ~ tse'so incompatiblewithcommon sense. thetypes of insights that result from a fact. wetorrctnat 18% 01 social moms fiocl the best stror leror cetecrpair 01
Yet. it's a trap brands fall into tooollen, obsessinq over the consistent two-waydialogue with an account for78%of the influence.The black pants onsale,Ail hough they
minutiae01whatsepa ratesthem from other oreocs withina eodenceove- a IonQ periodoftime. 80/20 rulenever fails! crcnce tonsof seeming lyli<;lhter content,
particutar cateqory, True, actionable insights allow youto But for BabyCenter andmanyol our trenextennve networks depend onthem
When wethinkof brands as e~isting in a particular ceteqorv. 00 threethings: 1. uoclerstarld thehearts Clients. thebiQQe5t a-ha isthat mom for relevant ecvce arldproduct
we immediately limit the role of brands withint helives of arc mioclsof yourconsumers; 2,pinpoint bklQQefS. whom 'Nfl koow arepowerfut recommendations ona wide varietyof
consumers. However, when wethink of our brandwithinthe thekeyinflection points when thel"re onueocers.aren't theonlyfishinthe sea. topics. Tol'fIQ<lQe them, marketers should
context of consumer culture, weopenupa brand toen erdess talkinqabout yourtw-arJCl: and3. activate Ourstudyuncoveredtwo largersegments use socialtacticsSUCh as votinqor
sou rceof inSpOration andfodder for meaninqful,relationship- themtoamplify your rressece by of socetmoms wtoereersc veryactive creatingproduct wishiists togenerate
buildingconversations. appealingto what motivates them to and inf luen tia~ namely "fieldexperts"and bunero braocl mentions.
Spendingtime with consumers-t mean, really spend inglime share. "Iilecasters." Thisdiscoveryapens UP a Whetheryou'rereachirKj moms, dog
with consumers. in homes. instores. in the Whenyoucan gel tetras Ievei01 host 01 0PP0rl unitiesforour clients to overs or baseball I ans. the idea isstillthe
Spending lime reatwortd-is etten a qood wake-upc a!l for specificity, you'recertain toieern a few explore, same: DiQijiJll) deeper intoyourdatato
withconsumers- marketers, vou're torceoto ceetwiththe newdetails about your eoaercetret F~ d experts areyouJll) brt lioclout what really makes youraudience
Imean really realitiesof wret isandisn't interestingto
people.Unfortunately, yourealize that a
could completely change thewayyou
communicate w ~ h them.
experienced stay-at-home moms whO use
social med ta to share advice, usually
tickenables youtocommunicateina
specificand personal waythat will
$peOdingtime
lot of what we focus onasmarketers isn't Whilepullinqtogether our "21st focused onaspecificarea or challenge 01 activate themto spread thelovefor your
withconsurners.
that interesting. Century Mom ~pcl(\"last yea<", we parenting(i.e.raising twins. breastleeding brand. UocIerstandinq these nuances will
n homes, in
Asacultural anthropoiog ist.I'vespent learned that in thepastthree veers, the or carirKj lor aspeciaj-needs child). helpyoumovelrom datato insi<;lht-arld
soes. nuereer countless hours in people's homes. number 01moms whouse social media Because of their specialized koowiedije, lnsq ht tc action,
wortI-isoftena Igo into kitchensandlookin oentrtes erc reqularly has increased bynearly6OO%. largenetworks 01 rrcms oeoeroco them

""''''-
ceno-
ret rc e at0fS ina relentlesssearch lor
cues andunspoken evceocect what
rreneters, You're peoplereally want. not what they say they
tret's e fantastic data point.But, tc oettc for expertise, support aoc in-depth C> Tl/\il SharkeV is the CMrman 01 BabytentEf.

forcedtodeal
with the realities
want.rt's incrediblydifficult for peopleto
artcuate why certain product benefits
IiIID ANTHONY DEL MONTE SOUEAKY WHEEl MEDIA
ofwhalisand drove themto purchase.
isn't inlerestingto Inalmost f"Iery instance. oecoe resist
a oeecotsoaoe arounda product's
All those connections are
cecce.Aotce
whalwefocuson benefits. They simply don't want to talk
isn't about the product. the ingredientsor useless without real conversation
what those ingredients didor didn't do.
However, after thousandsof hOUfS 01
research, I've learnedwhat people don't mindat allandnever I recent lytold my marketirKj director that Ilyoudidarealislic assessment you exemplary closers. Ina biqcity with a
onceresist or get tired 01 talkinq aboutis ...themselves. I'd takea rreetmq with KimJOrlg II.Well.I couldtrace backarnajorityof yr:xx huge immi<;l rant popu lation, onecan
Consumers are, after all, people. Theye-ngage with thingsand can't.He's not seelOQ people right now, success toa tew-conversations. Not witness thesheer powerof a livirlg
productsthat are interestirlgandmeaninqful to them.tnorder to aocl he seeeaee e pretty cruelbastard theones that dosed thedeal-the breathingSOCial networkIcuooed on
get beyond the uninteresting and,oil entimes, urorrterentiatinq anyway, so maybe not. But what Imeant ones based on intellectual curiosity. helpO ngeecn other for the bettermentot
tccus co product features, marketersmustpositiontheir brand wasthat Iamintellectually curiousabout the whole.Person A, in need of a service,
not withina cateqory,but withinconsumer culture. people. All people. enter into adialogue with not onlythe calls Person B, whorefershimto Person
Themostobvious example is Nike. It isn 't just anathletic shoe. This isapretty QOOd trait fora braocl director lor Company X but more Cand, boom,aconnection ismade. Arid
It connects with consumer culture around the idea of "sport," saiesperson.entrepreneuror agency head importantly yourhairdresser, snac k, thisconnection istrusted, because all
and so today it's shoes,shirts,goll clubs. basketballs, skate ljear to have. I'm positiveit has helped rreeec deliveryguyor neighbor. Why these parties involved respect thecommun ity
aridswim qear.lt's a contentproducerhelpinqrunnersmaptheir my aqeocythfOUljh QOOd urres erc bad. people, too? Because they allhave and recognize that their reme isatlached
routes andhelpinqorganize plCkupbasketball lj<lmes mcaes rrnsure if you sat bac kand dida somethingtccconccte that eithercan to thee-nt ire transaction.
across the country. Ni ke has become a brand people want to reesstc assessment olyour books,you link you to yournextaccount. or at least At the coreof this analogy s e ccocect
interact with. would beableto tracebackamajorityof provide youwith the insight and evenmore fundamental: dialogue. AocI
Toinvite thetype ot interactionthat can leadto mutually yoursuccess toa handfulof conversations. intelligence onwhat makes them tick- dialoguedoeso'ttranspire when we get
e-nrichiOQ relationships. brandsaocl marketers need to work from No.not theooesthat closed thedeal. I'm wnchcen inadvertentfy linkto your next caUljht upin thecomfort of theexcuses
theoutsidein,Because today,with the prolileration of brands in talkirig about theonesthat helped youget damnaccount. listedabove, the comfort that adigitat
the market. consumers don't just choose the best or cheapest to t hat final conversation. the onesthat n'srcteesv. world provides,aocl wejust get toodamn
when it comes toconsumption.They choose o-enos for the were based on your intellectualcuriosity, We all know tratcuv, theone who comfortablewith waitinq,hopinq.
meaning they represent . Point being: If youdidnl beveftese says "yeah, we'llhookup:' "call me:' Talk to somebody. Startthe «ccessor
Solet'stry thisagain:Jack, meetJill. She is a hea lth- convos. you would never havebeen ina " Facebook me..... yada, valla. then nada. closing. nmay not be immediate,but ~ will
consc iouseoclurance runner.She especially likes hillclimbing. positionto realize thetrueOPPOrlunities If you commit toa meeting, acall.or a payoutinthe IonQ fUn.
Youdo, too. Why don't youaskher aboutit? that came(lown theroad. follow-up, makeit happen, aocl makeit
Now that souocls like thestart 01 an interestiOQ conversat ion. Today it'seasier to connectthanit benefKialforbothparties. toft en usethe Q Anthony Del Monteisfounderand
was a yearaqo, aocl worlds beyond where example01 immigrant communit ies{l'm pi'esident 01 Sql!eaky Wheel Media,New
C> David Grzelakis executive direclor 01 behaviOral brand planninq it was 10years ago. Facebook. Linkedln, first generationon one side, second on York. AIonl1E!r versionoflhiscan be
a1EnqoJJQe, blogs, 1M, email. They areall vehicles to theother) asthe bestreference of found at &dAIle .cOll/~lIqeIq

Scan: worldmags®

Edited by
An"" Bilskin ,
abaskin@adaQe.com
PEaPl! OM THE MOVE
Scottreoehils promoted Kim Wellsto chiefmarketinq
officer. M$. Wells most recently served asScottrece's
director-br,mdilllj af1d website market iog. She led the
firm'srebt"and ing effort last November. which induded
the new "Get Invested" tilCl linearJd "Don't Go" TV
nus campaign. M$. Wells has more than 22yearsoftcsmess
development endmcrketiJlllexperience,inch.xlir1lj more
thanlOyearsof leadirog ooline market ingstrategies in
the financial"Services industry.
MonQ Rayhas been ""med exec VP-<onsumer
marlleting atccooe Nast, star nnq sept.zn Ms.Ray pm
CCMlCle from Time Inc. whereshe led thecompany's
oac-ccoten! strateqv assenior vc-coccceate digital
development. She joinedTime Inc. in1992 and held a
numberofsenior ocsncos withintreconparw, Priorto
her most recent role. she was VP-general manager lor
Enle!1ainment WeeklyarldEW,com.
Heineken USA haspromoted Kherl Holland Tillman
to v p-treoe marketing and sales strategyand Colin
West cott-PItt to VP-!narkelirlCl for Dos Equl5.
Newcastleand Amslelliqht. Ms. Tillm3njoinedfhe beer
importer in 2007 <15 YP ro-tre Amstel Lighl and oos
Equis brands.Sincethen.sheadded the Newcastle
Brown A ~ brand to her port fcoio m3naQe1T1efll. Inher
, new role,she will focuson deliveringa "brand-centric"
WESICOTI-Plll eo
view 01 t he He;nekenUSAportfolio Il'lro\.I(,l hi nteqrat
commercial streteqv andconsumer-iosight based
planning. Mr.Westcott -Pitt. who isla king over Ms.
Tiuren's previous res.ponslbilit les, joined Heirtel\en USA
in 2009<15 branddirectorof NewC <l5t ~ Brown A~. Ke
has spent much of recereerin theadull-beverage
indusfryina ranqeo f m3rketinq positionsinthe UKand
U.S.
Nell Cleary hasjoined Allen & Gerritsen as YP--d irector,
auderce intelligence and brand-planning group. Most
recently ,Mr. oeerv reer tre ccsaon of Vp--planniflQ
director et Leo Burnett Chicago, overseerq brand and
posrtioninqdevelopment for Hallmark. Prior to
Hallmark hi' spent three veers deV€'ioping brand and
posrtioninqfor samsunq Electronics' global and U.s.
business. He alsow orked on McDonald's kids and tween
initiat ives. Rayt heon's Math Moves U initiativeand
ConAgra.
Barkley has hired Don McK inney as Chief idea office r.
Before coming to the independent agency, Mr,
McKinney worked as execunve creative erecto r and
directo r of digitaldevelopment at Grey, New York.
Throughout hiscareer, he has guided creative and
diqital work on brands incl<Jdi nq Adidas. PlayStation,
Cadillac. T- M o ~le, Infiniti and Pontiac. Hewas also
responsible for work on Nissan, includiflQ writinq the
globa l tagline "Shift." Addil ionally,Mr. McKinney-led
the launch of diqital depart menl sat ChiatDay and
Publicis.
Mars Adve.-tisinq has added Lorrie BooneandNick
St oyanoff to its Soothfiekf,Mich. team. Ms. Boone, the
new d «ecto -strateqic planning,comesto the shopper-
m3rf\eting firm from Powerpad, whereshl' servedasa
strategic planneron accounts suchasIKEA,Capital One,
The Weal her Channel,General Millsand Sony. Mr.
Stoyanoff, whohas beenappointed senior VP--
communications planning,waspreviously et AOL
SIOYAItOH Advertising, where heled afeamof digital strateosts
from four AOL officesand workedwit h such cneotses
Campbell's. Purina,Tarqet,GM and ford.
Tara Greqson hasjoined Mashantucket peqoot Gaming
Enterprises<15 VP'brandslrateqy for roewccos Resort
Casinoand MGM Grandat rox-oocs. Ms.Gregson
brirqsalmost 15 \'Mrsof m3rke\inqexperience to ller
new role. Most rel;enlly, shl' servedasassistant YP--
m3rketing eroconmoncetcos for M&T Bank,
headquartered in Buffalo, N.Y.
Scan: worldmags®
Advertising Age I September 6 , 2010 11
for lhe latest news on the cominqs andgoings of l helop names in adVertising,
marf\eting and media, don't forQel to foliow People & Playerson AdA~,com.
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The Retail E·CommerceMaflilQer oversees the strateq y.development and all processes associated wit h AutoZone's
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 I8 September 6, 2010 I Adver tis ing Age

CMO STRATEGY
Edited by Want mareCMOStrateqy?sucsc riDe row for a roundup01key aoalysis,insqnt.oplniorl
JennWerRooney, and perspective 011 marketioq sirateqy 'or marketiOCj leaders OOivered to '(OUr iobo.
jrooneY@ildage.com each month. Sign upat AdAqe.comlcmost rateqy

MJJOLDA MARCAl

RECYCLED FIBER ABURIED

TREASURE FOR MARCAL
SeniorVP-markctingspurs growth for
paper-productsbrand usinggreen roots

• BYJACK NEff jneff@oojaQ~com wasn't as much of a foaJs on marke'ling mis<:." We'", not pr~'ITli um . We're giving culling down t"-'C'S and a", "-'ally only
and branding at thecnmpany prinr 10 our you g.,xl value at a gt,xl prie'C. which still made from recycled pep cr. For most
MARCAl WAS P ER II A PS the g,,-"'ne'St mming in," she said. "The'le was very lit- "-\Illy de'livcd from s<~ne of the am- r. Developyoo-firsl pc"->ple, what batli rissue is made of is
brand noboclr had heardof for its ~rst 51). tle marketing spending. The'Tl.' was nnt sumcr insights w<: gleaned . KXl-d<ly plan<nd dearl y not top of mind. So "",'re t rying
plus yrurs 0 life. Then the Ne,", krsc-y- n\lIly a unific'li apprmch in how Ihey Consumc'T'S told us everyone should stic kto~ . 10 fais<: awa"-'lle"" thai you are rutting
bcscd maker of value-priced tissue prod- we't1t to market," the result she said nf be'doing the right thing.The'}' were push- down trees ccch and every time you
uctswe'llt bankruptand WJS purma5l.'li by prior manageme'nt being focu5l.'li On ing back and saying rhatall brands. hould Z. Ulldefsl<nd yoor (m"se I<> us<: one of ,mr a1mp<'IilOrs.
Highland Capital Manag.:ment in 2mi!. turning OUt volume for value. be' green. If green is so gm d brands that «nrenoi and This year, we put an "emi mnme'lltal
MJ Jolda, a vc'lenm of Philip Morris, Maroll now wmks with a hosr of an' doing hann to Ihe envinmml'Ot CClllSlJfTlef: clevelo;> faas" pand on the f"ekaging I<> call out
Rc'Ci<iu Ikndtis<:r and Pinnacle Foods, ag<:ncie'S incl uding DIY Pa"ners, l"ew should be' a>sting us mol'(' and gn.'C't1 insightstret Qive that we'l'(' 100% nxvclcd Some of our
ioim'li thecompany from Ne'Stle"s Gerber York; Consumer Dynamics, Ne'w York brands 1e'SS. yoo acompet itive mrnpl'litors have mme out with 40%
in 2«l'l, pa" of the te\lm brought in to which works On marlu."ling stratcllY; Every ellnSUme'T should for the hl\llth advantaQl! r~"'Yek'li produa. And ]00% is always
rum around the brand and the business. Topspin Group. Prina.'1,m, N./.. for ron- of tile' environme'Ot, be driving a Prius. berrer than 40% . We call out that we
And the s<:nior VP-marketing, who sumer prolllotion; Zunda Group, Butit's l<"expensive.The'y can't afford it. I. Alignwrth VOO' CEO don't usc any t"-'C'S. We don't use any
n:portS 10 <..'"ED Shawn L.'Ilc'fJTl.1n found Norwalk Conn.; Schupp Co.. SI. louis, <ndseoior chlorine blc'am or dyl'S.
s<~ne buric'li tn"";u,,, in the 100% "-"'Y- for me'liia; 360 Public Rdotions, Boslon, You didn't 9" after the ' 'dari<-qrH'll'' Ieadefshipleamon
dcd ~h:r Marcel usc'S to make its prod- for PR; and e>City Inte'ractivc, conSUlllel'S. Why? visionandstrategy How will t ile FTC's updated GreenGuide
ucts. "The am'pmy had go"" bankrupt Philaddphia, fm digitaL Dark-g"-,,,n ronsume'T'S [Ihose who try to Ill'a iving lhe definitionsalfect Marta! and 9rH'll
and w.lS nnw privately hdd " she' said. A year after its Ea rth Day 200'J always buy based on environmental or tosress. mariletlng ~atly?
"We we", l..,king [atl, where do "'" take ",launch, Marca l sales were up 15% and sustainability faaors] a", aboul 15% 10 Dismantle silos ltlal I'm m>ping the ne'l effeas will be stan-
the brand1 I knew they had some grwn Mail di~tribution climbed from eround 20% of the population. The majority of keep you ~ dardi,.1ti,," end t ransparency. They are
background and heri~"" but unk'Ss you 40% to a"mnd 50% of the mafk~'1, Ms. mnsume'T'S a", light g"-,,,n, alx.mt 60%. imertwine><l and vital if Ihe", is to be a
knew the brand and had looked at the Jolda said. And then the browns [those who don't t Contl1lOllly tesl healthy l1e'\t phase of environmental
packaging, you amldn'l n\llly discern In an intcmw with Ad 1\."" Ms. J,~da prioritize sustainabilily in purma5l.'S1a,,-' differeol ectcstc amsume";sm, and why we rea'lldy u"k
that" e'plaine'li why "Iight"-green 010- the "-'SI. re<!Ch voortarget the step of placing an l'Ovimnmental feces
, uITK'T5--those who «osnetcsee [Xlnd '10 l'Very pack.
How did yOlJ Imptement t he strateqv?
First was understandingthe consumer amside'r the e't1\i -
rcnmcnml im[Xlct We introdua.'li il to the marker on Earth
what I'I1O'ieS the
reese. How do you me.asure ROI?
insightsonthe business. From there we important, but give Day 2009. We've highlighted the per- With e'Verything in markc'ling, you
hadsome specific insight,whichwas as much or more forrrmncc aspl'CI with the new [Xlckaging. 5. Thinkabout how always have to gt) in and defend what
",,-'iglu to ,~her fae- We've introduced a full mark~'1ing plan yoorbr<nd affects you spend. So, ye'S, we I,,,kat our syndi-
that consumers ingeneral want tohelp tors such as price behind the' brand. We have ad",,"ising. theerll'ironrrenl am'li d1ta where w<: have ir. Because
the environment but don't know how. and perfomlJna.~
and an apprul to
mc'liia, publie-rebliom support. We had
a markc'ling pbn. We hmi retailer tie-ins.
lrom cradle to
grave.
we'l'(' also in h,~ne imp"wcment and
office, whe'n' ,,\' don't haw data. W<: have
Wilh sale'S of Ie..., than SSOO million ,",lue, akmg with emi"mmemal <lmeTITl, And we're just now gc'lting intn st,,-~al 10 us<: industry "-1 "'"s or fae'tory data
Marca] is dwarfed by such multibill ion - are trulking a ,1iffc'n'llC'C for Mercal. media which is something we think w<: that our ~uppliers give us.
dollar behemoths as Pmaer lit Gamble can levern!,,,, !,,<ring forward. We use attitudinal "-"'-'areh in s<>me
Co" Kimberly-Clerk Corp. and Koch What steps did you take to reposition the ca ses because that'. how"", can best
Indum il'S' Gmrgia-Pacifie Corp. BlIt ii'S brand? measu", ir. But we have to measu", it,
the hme)Wcight in the 100% ,,-'C)'cle'li We did a lot of n"'-\l rch, but we had to do We'", just gc'lting our toe'S in the water. bexausc at the end of the dev W<: need to
wib paper and f"per-wwd 5I.'gIllent, it wry quickly. Within my s-erco days We'", m"'''-'1ing. We're out on facclx."k, defmd Ihe money I'm askinS for and 1'1<'
where the compl"lition coml'S from hel'(' w<: aggn....,ivd y talh'li with ron- We don't "-\lllv haw a lot of results yet alsoWant to be efficient in how we' spend.
Sewnth Gl'Oemtion. privateLlabel pmd- sumers, announced J plan w rela unch 10 talk ~I",ngfy ahml. I do f eel that's
ucs fmm Tracer Joe's and Walm;,", and and the'll l<" k the plan to the national smn~'1hing "'" can get a lot of tbcsc pas- Ultimately do youthlnk t ile bkNer
other rcgi,mal players. sale.. me",ting. firsl was understanding si,mate aID~Ume'T'S to h:gin to talk to uS br ands witl take not ice and CJet Into thls
Ms. !olda disc--nve,,-'li that most (On - the' amsumef insights on Ihe business [about]. seqment?
sume'T'S would bkc '" buy gree ner tissue. From there we' had s ome wry splufic Thew are a 1<>1 of pc"->ple who h,l ]1<1S- I'm not sure all the brands are ime'Te'Src"t
but they don't wam to [Xly mo", for it, insight, whim was thai consumers in sionalely alx.,ut cutting down tn'C'S. longer tenn in jumping imo the fmy.
and the')' often had little' idea that Marcil l,,<'ne'Tal want to do gm d and hdp the Grwn[X'Jl\' and Kirnb,:rly-<..1ark finally Obviou,ly, we're not going to b e niive
was 100% n'<'ydc'li. So, 100 days into her environment but they simply don't h.,ve callc'li a truce, but theyre after the and say the'y CIluldn't.
job. she' had a plan in p1'Kl.' to relaunch know how. The brand's he'ri~,<' was consumerbrands 10 ch.lngc their ways.
Ihe brand as MalGll Small Stel", still green and had bwn since the 1950s. It's
value-priced but with new ydk,w-and- proba bly one of the oldest green brands It's anawfully tough business to be In as
o interviews
formore
w~h
What keeps you up at night?
H'IDl'Stly. I think about the' enviwnml'11t,
g,,-,<,n [Xlckagi ng. along with $30 million olll the",. We've since lakl'O the Marcal a small player, Isn't It? senior-level and it sicke'lls me what we'", dtring in the
in annual TV, print, coupon and other Small Steps brand and relaunched the It is. One of the messages "",'ve been try- marketing execs, Gulf. But for me it's that we' as a society
marketingsupport, the likes of which the e'lllire ponfolio. Insrmd of a "alue posi- ing 10 !,'<'1 tlinmgh in Ihe me'liia is Ihat I1OtO AdAije.ca.I a", still rutting down tn'C'S fors<>me'lhing
ronl[Xlny had nl'Ver sc",n befol'('. "The'l'(' tioning. it'. now"gn.'C'11 withoutrompru- 'JS% of the ind u~try make'S its paper by tMOSlrlt~ we don't need to.

Scan: worldmags®

10 MARKETERS
WHO TRANSFORMED
AMERICAN CULTURE
Liodicecontinues his series by lookingat
the people and ideasthatchanged our lives
nation, Others arc p<.'Oplc who
~h"p.'d our fn.'l'li"ms "od laws, And
U'O K'''C.at American culture ~IllC ar.: brands t !w l aff,...ned how
throughout history, iamic im.1""-,, shop and P.1S" our time.
WI' <'J!,
come to mind. Some arc turning Each was on", an rdcc that has
poims in history, forming our grown into a national-and in
PI BlIINUM
Theshowman crealec sore ottre mostsersational
promotional stuntsof t he 19th ceolury. Barnum stole a
place in the marketinghallol famebystaginq outrageous
hoaxes, t hrOlXJ h wtlK:h he droveaudiences10his
American MLlSeUmandcapluredlheilTl/lQinahon ottte
country. Barnum took acocntrysttII susoccosof
spectacles arxl had ~ shed its conservatism; scholars
credit him with spuninq Ameri<:d to l.'fTlDrace scecteos,
lH.MACY
In1858, R.H. Maev launcheda small,"tancy" orvcccos
stcee.jts entsern wasa rrerro-etse red star,SOOJrCed
from the tattoo Mao:y go! asa yooflQ sailor. W~h this
store, Macyattempted new tactics.Instead ofhaqgliflQ.
hepresentedcustomers with clearly markedprices and
ao:tively advertisedthem. Thesepractices led to S36
million in sales by 1918. Six yWrs later, M.x;y'sHerald
SqlJilreexpandedto become the "Wood's Largest
Store."
WAll DISIIEY
Watt Disneycrwted hisf;rst srortsm the 19ZQs.ln 1928, he
won over the publicwith MickeyMousein Steamboat
Willie. When he otrocuceccocr and prodllCed teetoresm
the 193Os, hisstudio skyrocketed into popula r ~y. ByWorld
WarIIthe federal QOVernmeo\ noticedthe positiveeffect
~sney's lilms had 00 Ameri<:dn morale andcontracted
them tocreete cartoonslor the war eflort.ln 1954, he was
one of thelirst to introduceIulh:oIor programming to TV.
S1EYI JDBS
In1976, SteveJobs andSteveWozniak set cccceetcos
in tre.oos lami ly ga.-aqeforApple. whichsoon beganto
sell some of the first personalcomputers.In1985, Jobs left
thecompanylor a decade,creatilllj tesowncornpcte-
company.NeXT,and formilllj Pixar. He retwred in 1996
and soon cecerereeccr A~e ooceecen, rtecoroew
produceda soccesstoureot s~ productsthat has
changedthe media, roosicand computer industlies.
MAIlIIlI SllWART
Within aoeceoe. thecateriflQ business that Martha
Stewart beganin herlarmhouse'sbasemeol in 1976was
billingceletw"ity Clients and"",kingmore than $1 million,
and she had published a series of cestsen illlj Iifesty1e
guides.Inthe ete 1980sand early1990sStewart's
personal famecontiflUl'dto flourish w~h TV appearances,
Krnart consuttilllj andthe MarthaStewart Livilllj brand.
Todayit's an mnic imageol femaleentrepreneurship.
C Bob Liodice is thepresident cto oIthe ANA (Association of National Actve!tisers~ This is theei<)'lth ina series 0110 CorumRS beifllJ
~blished ncelebrill iOO oflhe ANA's OOh anniversary.
Scan: worldmags®
AdvertisinQ AQe I September G, 2010 19
ICONIC
GANI-
t HANGlRS
(Cloc ~wise)
Rav Kroc
M~rth a
Stewart.
.~""
""oh
Winfrey
many ClI>es, gIobal--fo...."1;' to be
....'(kon<'Ii with. (kIn", a....' 10 ~xam­
pks of these po.~'pk and thdr ideas
that have gmwn far b<>y"nd cxpo.'(-
tallons.
RlYMRIIC
In 1954, Ray «roc had the v~ of oeenoc the
McDonald's W€' know today. He came acrossa restaurant
run by brothers Dickand M.x;McDonald, and inspired by
the speed aoo efficiency with whir h they servedburgers,
tries and bever ages. he sold hls idea ot takiOllthe
restaurant retcowoetctren, McDonald's went on to
becomethelargest test-toed chainin the world because
of xrcc's solid suppller partnershipsaoo irercrase model.
RDBERI PITTMAN
The "MTVGeneration" resulted fromthe programming
enotsor RobertPittman,who beganshapingconlent tor
the MusicTeievisioncablenetwor1l in 1981. With hs unique
blend of creative.business and researchsawy, Pillman
mo4ded a braoo that clickedwiththe youth of theday.MTV
stood cut from the traditional networks and became the
most profitablecablenetWOl1< of thetime. tt has srce
expandedto MTV Networks,whichoperates in more than
I6Ocoontries.
SAMWALION
In1945, w~ha $10,000 loanfrom histather,sam Walton
bought aIranchiSl'd variety store. Heexperimented with
practiceslike lcJnger hours. buviOll inventory in laroe
QlJilnt~ies aoo offerfng a broad assortmentof QOOJs at
ooccet prices. W~hthe l ive-and-dime store Walton et€'I'
opened, he put ctece-octcccotersree r the eut having
consumerspay for everythinqat once.It was the
rccrceuoo forhisl irst waimart in 1962.
OPRAII WINFREY
Cprah Winfrey had her l irst Qlimpse of lameasa talk"'Show
hostin BaKimore ill 1976.She won national recogn~ionover
thenextdecadew~tlherrnorniOllsrow, "AM.ChicaQO."
aoo her supportilllj role in "The Color PtIrple."The
synclicated"Cprah Winl rey S/low"launclled in 1986and
tecerreeoeeosteot M. Cprahco-foondedthe Oxygen
chal1l1O?l and wdllaunchthe Cpran Winfrey Network in zon.
Cprahalsohas had success in publishing aoophilanthropy.
HENRY fORlJ
After severalyears spentwor1liflQ with iooustrial jobs,
Henry Fordbuilt hisfirst self-prnpelled carriage in IS%.
Seven yearslater. tetcnredtre Ford Motor Co.w ~hjust
$28,000. and in 1908, thecompany producedtheModel T.
ttecer sold 15,5OO,oooin the U.S.alooeoverthenext19
yearsbecauseof Ford'sassembly1ineapproach to mass
productionand the low cost.HerevolutionizedAmerica
with the Moden.
SOCIAL MEDIA FOR AUTO, THE MEDIA
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in lor the ride. The auto Industrv will speod about $1.2 billicm Ihis
year on some lorm 01 social media adverlisinQ. So how Can local auto
dealers lap Inlo social networks? And il they do, will il lead to more
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ME DIA 2011: THE ISSUE
IT'S TIME TO BE MORE STRATEGIC ABOU T MEDIA.
An abundance 01 channels and QrowinQ number 01 devices are
makinQ conlent creation and distribution mOre complicated. At the
same time, technolo'ly has enabled markete~ 10 a'l'lreqate their
own audiences and commun it ies and en'la'le Ihem di rectly, leavin'l
a'lencies and media companies to wonder how t hey play in Ihat
qame. This issue will explore paid, owned and earned media in a
comprehensive edition dedicated to the evolution 01 media.
PUBLISHES; September 27, 2010
FOR INFORMATION ON ADVERTISING CONTACT;
J.cklt Gl\eodlnt It 212.2 10 .0725 or )Q hedlnelhdl Qe,com
TH E MEDI A VANGUA RD AWAR DS
The Media Vanquard Awards (MVAs) seek
to recOllnlze the efforts 01 publishers and
broadcasters thai are IlndlnQ innovative,
technoloQy-driven means to extend their
Iranchises, connect with audiences in new ways
Z010 ~ E1I IA and celeb rate the innovative ways purveyors
VANGUARD AWARDS 01 content have relhouQht their strate'lles lor
reachln'l audiences as Ihe internet and mobi le
technoloqies have rapidly Iranslormed consumer expectalions.
The 'loal 01 t he MVAs Is to not only hi'lhliqht Innovalion across
e wide ranqe of morphinq and conver'linQ media ~nd platforms
(includinQ websites, sotl~1 media, bloqs, mobile and iP~d apps.
web video, audio, etc.), but to produce an essential and insplrinq
compendium of media innovation-a yearbook of stllte·of.!he"arl
media circa 2010.
PUBLISHERS, BROADCASTERS, MARKETERS AND RETAILERS WHO
ARE CREATING CONTENT, ENTER TODAY: ADAGE.COhtlmvn
fOR MORE ON THE ABOVE - AND OTHER BREAKING NEWS -
VISIT THE HOT RIGHT NOW SECTION AT: IIIEDIAKIT.ADAGE.cDM
 ZO September G, 2010 I Advertising Age

LEMON-UME FROM ,.!
and of <""rybody oc~ng faced with difk r -
cnt priorities," said Kristina
Ma"b,<'lsd",f, VP-nalU ml and fLm llro
sodas at PcpstCo. "But at the end of the
d1y, I~mon-lim~ is th~ s<umd-Ia'S'-'St
[corbonat<x1 -:;.oft -drinkl category, and
CSDs all' the 1a'S'-'St OCWffit,'I' Gt1<'gory.
When you look at it that way, why
wouldn't you focus ,m Icm,m-limc'l"
PepsiCo, along with <;ompc'1ilOrs
Coca-Cola and Dr P,w'r Snapple Gmup,
all "-,,m to have <"Ol1le to that conelusion.
In the coming WI.'<.'ks. Ix>lh Si,'mt Mist
and Dr P<l'P"r Snapple Croup's 7Up will
introduce new fonnula,. gmphics and
adverti'ing.And both bmnd, say they are
cramming a y<'Jr's worth of inves t ment
into the nc'X t few month,.
Spri~, m<'Jnwhile, leuncbcd its Arst
nC'W GtmFUign in four y""rs mrlier Ihis
year. In the first halfof 2010, Spri~ Sp<'111
$7.7 milli,m on m~a,un'<l ml'<lia. nmrly
matching what it 'pent for all of 20.)9.
"Whl'O you'll' doing lin<.' ex~nsi<ms,
they take a lot of a11ention, bottler fO(llS,
shelf SfXl'OC, «olcr SJ"llOC, and in must
(lI""', they have not gcnc'ratcxl su'taincxl
growth. It" s been Ixun.. splat." said lohn
Simer, cxlitor and publi,her at Be""",I,'<'
Digc'Sl. "Th,' mum to focus on roll' lcar-
bOnal<x1 soft drinkl b"' nd, in North
America is buth smart and overdue."
In addirion to focu,ing un the lemon-
lime category OC'ClUSC of its size. cxccu-
riVl'S point to other In'nd, 'purring
investment. They say lighter, dearer
sodas arc p<'TC\.~v<x1 by some to be hc",lth-
ier, making it an opportune time to go
aher Cllnsuml'TS who may haw shil~t
away from soh drink, for hc",lth IUlSOnS.
And Ms. MaOf,,,-~sdorf also pninllxl mn
that lemon-lime sodas are popular with
the fast-growing IlisJ"lnic population.
Pcl'SiCo is d iminJling SieTT:l Mist in
fa ...or of Sic'm1 Mist Naruml. which is
' w"....'1encxl with sugar instmd of high-
fructose rom syrup. Di<'! Sil'mt Mist will
amti nue to use flFCS, The move, whim
has been in the works for ebooe 18
m<mths, is lW1J-fold. Rl'SC'Jrch shrm'-'<I
that brand loyalty in the lemon-lime cat-
l'gl'ry is k,w,-" than it i, in the cola Gtt<'gIJ-
ry, And the natural food and OC""rah'<'
Gttl'l,"-'ry isc'Xplnding.
"There's nOt a stmng n.",son to choose
one Ilemon-li1Tl<'1 brnnd o\'er another....
And whc'fl we asked COn,umc'l'5 what
would 1l'-<'OH-1h'l' them in suda. ''''1Ima!"
was the No.1 ronc'-'P!," Ms. Mant,'<'lsdorf
"1id, "The n"rionofa mainstn.'Jm lemon-
lime soda felt likea hut,'l' territory."
GOOGLE FROM P.l
search), according to Kamar Mc..:lia.
Search advertisers Only J"ly when their
ads COnven or ge'l a click, and in lun" the
crisis "'a, still al full-boil driving clicks
un BP's ads. But if BP ke')ll sp<'Oding at
this Me, search would've oc'(Otl1c'onc'of
irs bigger ad\'ertising 1in~ i~ms by the
end of thc' y<",r, up there with nc'!work,.
cable ur sput lV.
aesecoeo While lhe search-Sp<'Oding dOl'\lml'Ot
41%rncte obramcd by Ad\",rtising Age is not a
~ime c",uplc'!e list of adverti"-'rs un C~x'llle,
f\aI.Q; wI1ich the accuracy of its d1t.1 was v<'rifi,x1 by
willbe multiple 'ou= ""ith din'<1 knowlcxlf:"
of spending I,,,,-,Is, If s a n.'V<'aling (T(lSS-
acNertised as
,,-'C'1ion uf Gmgle's businc'Ss that giVl'S
a'rewcrsc, some daTity to ooe of the most opaque
deantaste," an",s of ad spending. and the li£.-bhxl "f
and t.pjated many Amc'rican businesses.
padlaginqfor BI'" s inrn.'Jse under"un.'Sh"w impor-
the first time tant Google has become fOf nl'utation
since 2ClO6. tTl.1nag,m''Ot. and in the banle for public
opinion. In the wake of lhe spill, C~:"gle
wasa narumlfirststop for p<~'Ple ,,-~'king
infonnation, and BPbought up cII"'l'fls of
keywords associated with the disaster
such as -en spill "bk," '"top kill" and
N ,U11' its sab pitch. "The primary tactic
Nliw £.'<.'<1" as it 'i'x1 for clicks with news
stories, image'S of oilcxl wildliteand plain-
tiffanomeys trollingfor clients,
"Ctx'llie has ocullue the TCl1lme "m-
rrol for the world; it's the first stop. not
TV, said Will Margiluff, CEO of
N ingmnsultancy ,
lnnovarion Interactive, a unit of Dcnsru.
NM"n' than any mher mlxlia, that ml'S--
saging is rcqu..'Stcd; people are s<'eking
V""JffiCI BP's ans"",rs "UI as oppo"-'<I 10 wairing
Bo1Ie8<XJ" to be told."
_rtv. Th~ st<"'p accc1eratioo of spc'Oding
indiCl1<'S BP optcxl for '"bmad matchN
so-teres
introduced a keywords, ml'Jning many combmarons
newtagline, of "oil" or Nspill" would lrigger a BP
'TheSpark," search ad. BP also Ix,,,ghl ,idl'" scarrh
ads, which dirood surfers to BP vidc'OS.
andalsorolled
out itsfIrSt BP dcclmcdro Ctlt11ment for this slOry.
&'Gluse it contmls 65% of U.S. w~b
0""" searches. Coogle's complex algorithms
padlaginq d<'1~mline more than any mher fuctor
oescn what information is surfoccd On the w<,b.
GrxJgje kc'<.l'S a tight lid On irstc"hnology
to keel' people from !l"ming the syS1<'l11.
Similarly. "-'Jrch ad, arc a black lx,><; any-
one (lin buy an ad on Google, but it is
~
. Y'"
Mi'st MICROSOFT FROU'
---
NATURAL
Alook at $5740/ se<lrch spenditlQ
t;oo AO'/(RlISERS
1.356 ADVERTISERS
spent between $KlK
aod S100K
\000
o Imr S;oo.OOO- SIOO.OOO- $10.000-
SI millioN $I million S5OO.ooo Sloo.ooo
\'ery hard t<> know how much anyone, I~t
alone rorporate AmcriCl, spends then' .
Th,' exccpti'>n '" thm is when Grx>gle
G<x>gle usc'S 10 inlTC"asc ad budt,'<'ls is to
,how thc'1Tl what others in th<~r C1t,'gI'ry
are sp<'Oding a>nlJ"lnxl to wh"t they're
'pending." said KC'\i n Ryan, CEO of
Motrviry Marketing, a scarch-adwrns-
Our review of 5574 million of
G<x>gle's U.S, billings owr the Am half
of 2010 ,hows plenty of global <;orpora·
ti,m, sp<'Oding mi1li'ms c'Jch month On
search adwrtising,. a, wocll as a gn'at
many hu!-.'I' mrpo"'rions thaI speod very
little, ifanything. at all On "-,,,rch
"We can't mmment On these figures
because we haw n't "-'en the document in
qUl'Stion or determined what these num-
bers nl'n':\<'nt,N said Dennis W,xxlside,
vr of Goc.'llie Amc'riGt, Opcrmions,
'"We'n' now hlking into the prlSSibility
that someoneimproperly disclosed confi-
dmtial infomlJtion alx,utour dimts, and
l-vl will take all appropriate action."
At the rime of the rig explosion in
April. BP barely registered un Goo'!llc.
bul neither did its big-oil p<"'rs; Exx,m
Mobile, the wor!d's la'1.'<'St cnrporotion
goal, Publicis issaid to be spc'Oding signif-
by markc'1 C1p, spent just $l.3,(XXl ,m
search ads in [une.
By mmJ"lri"m. uoe uf Grx'llle's t<>p
advertisers tlull munth, AT&T Mobile,
spent mon' than 58 millirm cm AdWord,
in Juoe, a biglllonth for the ",mFUny,
whim was supporting the bunch of
iPhone 4. (AT&Tis lhe third-Iarg<.'St U,S.
adwrtiscr. according to Ad Agc'
D;)taCen~r; it sp<'flt $2.8 billion on meas-
unxl mc'llia---<tlmu" $1.3 billion On tv
alon,'--in 2OH. The romJ"lny c1c-.;lincxl
10 comml'Ot on irs search spc'flding.)
Other big June spenders includcxl Apollo
Gmup. the company behind The
University of Phoenix, online t",wl site
Expcxlia. el>ay and Ama7.on which all
'pent O'"l" 55 million apiece On <;mrch.
The data obeamcd by Ad A;,'C mdodcs
hUb'C b"'nds ,um as GM, Walt Di' ney,
Eastman Kodlkaod BMW, ",hich appear
to haw sp<'flt k'Ss than $5()l,(Ul in June.
Tcch rival Apple sp<'Ot JUSt under $1 mil-
lion on s<'Jrch during the month,. as did
d'ip maker Intel
Am,mg GrxJgje' s bi~'<'St sp<'O"'-'TS an.'
bUsin<'S"", that depend un "-,,,rch lraffie,.
including these that resell AdWords or
simply buy Coogle traffic to n':\<'l1 t<>
their own adwrtisc'T's, including Hungry
Machine, whim doc'S businc"" under the
name Uving 5o<;al. which spent 52.4
milli<m in June, and Ye1k""f"'gc'S.mrn,.
whichspent $1.2 million.
At, a snapshot, it's al", n'1Tlarkable
that Goo'llle's biggest advertisers, big
m<mthly spenders like AT&T. Apollo
Gmup and AmalOn, individually
occuuntlxl for k'Ss than 1 % of Gmgle's
U.s. n'VCllue in June. The lOP 10 adwr-
tiscrs in thc' document mlll'<1ivcly
account<x1 for JUSt 5% of Go,'ll!c's U.S.
n.'VCIlue during the month.
Thc ",-Ulllnts listcxl an' distributed
bmadly in terms of spc'flding levels. The
document show, 47 adwnisers that
spent more than $1 million in lune; 71
that sp<'flt OC'1\'Wn S5o:l,o:xl and $1 mil-
lion, and 357 that spent between
$loo,(XXl and S5o:l,(X)), Th"", an' din'<1-
billed CUStl>nl<'TS only, not the many
thousands of ,tTI.,ll sell-serve adwrti,,-'TS
that make up Coogle's long tail. a key
mmprm~nt in its $n billion global annu-
al rc....'cnuc .
$100 millirm "'-",1 with the' production

Ms. Mangelsdurf expc'<"ts the shih will
make SieTT:l Mi't "extn.'1udy a>nlp<'1i-
rive" with Spri~. adding thnt the brand
shouldmsilyex",,'<1 irspnviou, p<",k p<'r-
formance Agun"- (According
Be""rn,,'I' D4,'<'St, Spriteis m<,n' than four
time'S la'l,'l'f than Sic'1"ra Mist, with a
5.5% share in 2(X)9 CtHnFUn.J. to Si~=
Mist's 1.3% shan' and 7lJp', 1% ,hare).
Gmdby. Silverst<;n h. Partnerscreated
SieTT:l Mist's ",'VII grapnics, as well a, the
GtmJ"lign. ",him breaks s..'J'!' 20. It will
include 15-and 30--,,-wnd spots, as wdl a,
digital radio, print and ,"'t.,uf-home.
Spriteand7Up rontain HFCS, though
the fOI111<'1" also markers Spri~ Gn'<.'Tl
which U"-'S Truvia, a '"""!Ural'" S\''-'<.'l~ner .
7Up, ,,>0, is increlSing its in\"'Sl1n<'01.
Ju""than R,'b'l'fS, brand manager for 7lJp,
"'id in tho.' lest four months of this year,
the b"'nd will be sp<'l1ding what it ,\,ol ild
nonnally spl'fld in a full >,-"'r. According
to K., ma r Mcxlia. 7lJp sp<'flt about $25
mill..-m un measured mcxlia in 21 Xl'l,
--
---- -
ing Micmsoft in its sale of Rawrfi,h,
asked f", m<'<Iia mmmitments ''qual
or gn'ater than the Clsh <;omprmem.
til
The Iubhcis-Microsoft deal isjust one
Naturalwill example of h,m' the upfmnt model natiw
to TV buying has started to pr,n over to
costthesame
digital. Bur it al", rai,,-'S "-....-eral ques-
to
as cxiqinal tions: Docs the model of guarantwing
SierraMist dient dnllars in lump sum, work in digi-
andhavethe tal media. ",hen' ad sp<'flding isstill ruled
"me by qua""r-l\J-qua""r and mmJ"lratiwly
distribution. tillY budge'tsl Add in looming penaltil'S,
The~ and all' diems' oc'St in~n'Sts in j<''f'llrdy?
carrp3ign's Executives familiar wilh holding-
rreesrec- mmJ"lny-I,,,,c1 m"lia spendin!,: estimarc
media spend $140 million would bec'asy for Publicis to
willreach spc'Od on display and s<'Jrch sp<'Oding
with Micmsoft. Bur sums north of$2oo
2006leve1s,
million would be a strowe,
said Ms. In on~ anc'Coote, n'lay<x1 by ">mc'one
"""""",. fmniliar with the n'btionship, an age'Ory
$35million, buyer for Publici,' Vivaki r""'ntly
accordinqto scrambled til spend last-minute dc~lars
Kantar Media. with Microsoft Nanywhen' that's a
decent fil" because the teem "'as short of
irs mmmirml'flt.
E,,-'O if il is struwing to mc'<.'1 that
iC.lOlly lOOn' with Microsoft yc",r-o\'er-
yC'Jr,
"We an' very plea,,-x1 with lhe current
stall' of our n'lationship wilh Publicis."
said Carolyn Everson, head of
Mi<.TOSOh's global advertising sales, in a
,tatc'fllC'fll. '" Our t<'ams an' w"rking wdl
tI'b"-'1hel'. n. We arc confident that the
fruit this n'lation,hip isoc'ginning to oc'ar
today will rontinue through the end of
the yl",r and wdl into the futun'. As far
as we're <nt""m<'d. it's full st<'J1ll ahl'Jd."
'"Our partoership with MimlSoh has
all<>Wl.'d us to deliver such bendits 10
clients as advamah'<'llUS pricing and first-
mo\'er"I'P"rtunitil'S 10 FUrticiFUtc m new
conrenr and invenwry," "1id a vi\'aki
'pr,kc'Swoman in a statement
In a quick analysis. Publicis clients do
nm dominate ComScnrc's li't of top
Mi<.TOSOh display advertisers in the sec-
olld quarter. Micmsoft', online advertis-
ing revenue increased 8% year-owr-
ymr to51.9 bill~>n for the ycar ending in
June. reflecting high.,t search and dis-
pl.1y-adverti'ing n'\,enue,
One recent "'-'01 that could help Pubhcis
n-arn its g""ls with Mim"'," is Starcnrn
M..'Il~l''-'St Group's just-inkexl four-yc",r
<;omJ"lny IknnanBraun, which hold,
MSN ptupc'Tri<'S in itspr,rtfolio, Ikrm.1n is
f('Sprmsible for lW'o MSN propertic'S,
Won"'-'rwatl and Gin, and plans for an
MSNBC po/itiClI site are also underway.
While the Microsof ti,'-in likely S"'-'<.'1-
encxl the dm!, Mc-.cJ ~1\'-'St and 1lc'1TTl.,n are
said to have a IOOf,"Standing n'larion,hip
that prc-d,tcxlthe comminuent.
The so-called Strategic Alliance
AgT<'<.'TTlent OC'tWl"'n Publicis and
Mi<.TOSOh was "-'1 in play at the Cenncs
Ad'"l'Trising Festi\'al in 2OH, just ",-~'ks
oc'fon' Publici, Gmupe announuxl it
would acquin' Razurfish. Micro",h
boughl lhe agenc)' as J"lrt of aQuantive,
whith it acquin.x1 in 2007 for $5.9 billion.
Thc rommct<ial agn"ment was thcn
intmdun'<l at thc' Ramrfish acquisirion.
In a pn.'SC'Otation to i",,-'Stors, Publici'
Gmupe CEO M'luriCC levy announc...x1
that Publici, agn'--.J. to "aggn'gate ",1-
urnc purchasc'S" in Mi<.TOSOh search and
di'play in exchaOf,'l' for fa"'rable ratc'S as
pert of the Ave-y<'ar agreement.
In tum, Micmsoh agr<'---.cJ W"'nrinue
its agency n'lationship with Razorfish for
a minimum l,'lJa"'ntc....x1 £.'e for the du",-
tion of the agreement

Scan: worldmags®

FAllTV r.....
Bh ~ls). a 1<,&11 drama ft':lNring Jimmy
Smits (NBC's "Ou lla,,>"') or a new legal
show sporting DaM o..'lany as a mou rn-
,urglxm-turnl'<l-medical exammer
(ABCs NIl<1<ly of r".,f"). EWll the <-\.\I is
getting in on the game by ending irs prac-
tire of shov>ing n.1X>J~of Amend s
N
Next Top Mod,j" on Friday nights. Fox
may 1>..' bcckmg the trend: "Human
Ta'1'<.'l" and "GlXld Guys, " slat<.-d to rum
up on that ll<'tWOrk on Frida ys, arc k'Ss..-
buny ..ffaits.
How stablels ABC's fal schedule?
By n-placing fnnncr ABC Entcltainmcnt
chid Stl·Ph..'l1 Mcrlwmm in July. jllS!
"",d,s ;lft.... >elling it5 1l1"W fall schedule w
advertiso.'rs. ABC is sign.11ing that
thing i, up for grabs. Mr. McPherson',
"'''ry-
fI·pl3<l..ml'J1t, Paul u.." h~i ls Irom ABC
Family, whe", he built a 'table of bUl.zy
programs aimed at the young-teen ruche,
i.e. "The s..Ul>( life of the American
T<.'l'J13j.,,,,'r N and "Kyle XV," Wh~t this
amid m",n for new ABC fo", ,uch a,
MARKETPLACE
Scan: worldmags®
(Uml-dy "Mr. Sunshine~ or cop Mow
" [);1rI ~ 1 1-ll--7" is anyonc', gucs5. M r.
La> willlikdy be hlking for ways 10 bol-
'tcr ABC's aging hilS, "Oesperate
lIouS<.'w;ws" and "(;"1" , Anillnrny,»
and lO brmdcn the appm! of critical
favorite "Modem F~mily."
WhatchanQes will Comcast Plrt Intoplace
OI'IU It finalizes It$ plfthase of a majority
stakeofNBC Universal?
Thi, deal l,mg in coming. i, ,till ,btl'l! to
take pb l>:' scm1l'tin1l' around the end of
2010, Ona' cumbinl'<i the Ill"W mmf"'ny
"ill add cable ch.lnnd, such as NE!" and
"Vs." to itsstable. and beabk' to draw'ID
Comca' !'s va't ",ach and emerging
rouch-pOTato t,'Chnology (vid,'O-on-
ocmand, f'>ssible intera,'tiw pnHnotiOllS)
and uS<.' itsTV n''lWIlrks to influerKe nlW
TV-Win ching behavior. Will Comcast be
happy "ith the' pcrf.'nThlna'of hflli1<b"t-
network l"BC? And will the 1ll'W ""ncrs
want to rinkcr with NBC Universal's
manat,"-'ffl<.'nt or op.""rion,? We'lilikdy
g<.:t the ansWI'1"S to those questions some-
time in 2011.
TO ADVERTISE OR FOR MORE INFORMATION CONTACT: CANDACEHANSONAT212-210-0159OR CHANSON@ADAGE.COM
Custom ImagelO°
Reels and Viewers Made
From Your Pictures
o..-V.....t1o~ "'''''''' -...-.d .... ' - .... ,......
, o ~ _~"'OoIf>oy,
_.P!'
_.,-_._-
e-plIo<,.......
IOl.&11.1470 ·
TO ADVERTISE IN THE
MARKETPLACE SECTION
Contact Candace Hanson
212-210-0159
chanson @ adage.com
TV CHECK-IN "ON •.•
handle.When a fan t'nm"'" in behavior
that hdps us sp",ad the word, we try to
enmum!,"" that behavim."
Thew mnteot-sl"-u fk apps arc still
\(Xl sm~ 1t for Kristin Fmnk !",neml
manager for MTV and VHt Digital.
Sht' says Twiner or F~a'bo:x ,k which
r",,,ntly a'ljuin-d che-d:-in-to-anything
s<'lVia' lIot Potato, would make mo",
sense for TV check-ins bo.'Gluse they
haw thl' 1.,\,..1 of users that better match
the mass audiences of TV. "Tk big
qm'Sti"n is who ends up being able to
ham,,,, the main't",am, N ,he ,aid. n [
don't know if it's realistic that I"-'<.)ple a",
going to go to 5<.t'1rate pmdutts l<> do
that "
While MTV has launcht'l! a number
of che'Ck-in programs with Fou r>qua""
which rt'P',m 3 million users. the net-
work has not Y''1expcrimente'll with the
chl'Ck-in apps sl"-uficatly for TV.
To date, MTV', program, have
f"cus<'l! on I'Xte'J1ding nmrent int" the
real world rather lhan kwping the
chec k-in ~bolUt what's on scree n. A
"""ntly Iaunch,'l! program for il' Vid,,,,
Music Awatds giws a Moonm,m badg<'
1<> users lhat check in to mu, ic wnu es,
~Iong with a chana' 1<> win tickers l<> the
PAUL LEI:: ,how.
AOC "Social medic. in general, certainly
Entertainment ha, it, marketingopportunities with lhe
thiefhilils from right messaging." M. . Frank said,
ABC family,wI1ere adding that MTV ha, dt'Cid,'<! 10 5<.1"'-
"".-
hebuittastatMeol
aimed al VOOI1Q
tees.Look fo..-
hlmlobroaden
rate social-media outreach groups fmm
appealollheM
"Modemfamily"
(toppho!o),
-.a-n.
..-.d --.aof-..
imqold.,om
""ii1' !U n I II II Ii ,
Il.dvert isinQ AQe I September 6, 2010 11
marketing, "The diffe",nce i, thal we
create content and editorialize thing>,
It', a further way to extend our pm-
gramming rccch."
Gt'lGlue', Me. I,koldal,o 5<..." check-
in ~PI'S a, ~ window into the "ta ste
gmph of entertainment,NNThink ~bo:lUt
the aggn..'g;Jle information on how I"-Y>-
pIe ~'" con, uming emertJinme'J1t," he
said. "How many !'l-xlp1c art' ",ading a
boxlk ~nd Sl'<.'ing a a'rtJin movie ? What
arc lhe f"'tlern, thal em emerge when
you look at fans of 'Tn ll' BloodT
Though, at thi, point, HBO's ~h
Caluon said she h~ sn 't s een any
GetGlue data that', new to her.
One coming sociel media for TV apI',
Starling. i, Ie" amCCrIll'l! with the
check-in ah0ll':thcr. Cofounders Kevin
Slavin and Kenny Miller a", betting
tluJl check-In aPI'S will be Inn", than just
marketing de"ices. Out in October,
Starling will concentrate on ext,' nding
TV programming int<> ,,,ci~l me'llia,
NTrying to treat a TV ewnt as if it we",
a Starhuck> and gi,ing l:""ig.'S for w~lk­
ing lhrnugh the d,x>r i, mi'understand-
ing wh~t a TV show is about," Me,
Miller said. That n-a s<ming will alS<l 5<.'<.'
networks' advertisers extend into social
m,'l!ia, l<Xl. "The", are interesting new
opportuniti,,, to .'mpower networks to
find n,'\v ad dollars in lhi, ,pace," Me.
Miner a,id.'Il. though he declined to pro-
vide any 'I"-ufics. "Not only are we
innovating on the user experience.
we're aI,,, innovating ad-,upportex:l
models."
",~ MAR INA IfE
, USASCO STYLE
.~~,
TABASCOLOOnTOSPICE THINGS DP:
After 24 years withTracyLocke, braoo
is invitillQ ecercesto pijchcreaee
ideas. for more.go 10 AdAge.com.
 ZZ September G, 2010 I Advertising Age
JINGlES ,.. ' .I
music fm Ihl~ r ml""'h"'"
That'sone nWOl1 brand; and 00 U<,'<.'fI-
cie" arc nUi""wring. and in many Cl"'-"
relaund>ing. the a" of the iinglc--from
Sm~ Fann 's num Nintl'ndo-fi,xl 8-bit
I'l'll",k"of its dassc "Like a good llI.'ighbnr,
StJ ~ Fann isIhen'" W Expcn.ln's qu,..t W
find a n,w band to s-ing its "Fn'C (.wil
Sa,re" song 10 Mefi rnakt's uft-updoll-d
u\u." on its NI'm Lovin' It" tagline.
It's also why original !X'P so~" thaI
d"uble as ads a~ ()fl lhe rise, whe~her it's
Coowr;c pairing hip-hop up-and-com,,,
Kid Cudi "'ith memkrs "f indic~nxk
bends Vampire weekend and &"t Coast
fur an "riginal single:Summertime";
online--J,'ring site Zoosk n'lTUiting mppcrs
flu Rida and T-Pain fm the fully bronek'll
"7...."'kGirlN;or Gatorade lapping hip-hop
producer Da"id R,nlll'T m pc'll lhe' rocka-
billv tunc for its (\Im.'fIt "R,mution"
ClmJX1ign, And Tommy llilfigc'T is alx>uI
In laund> loud. its firsl majc'" frugron,'C
ClmJX1iWJ in Y'-",rs, " ilh an "rigin.l1song
by Bri lish dll1Q.~~ oo nd till' Ting Tings
wrim'll sp..'lifiGtlly for the 00,
In f"'1, musk was Ihe only produ<:tion
CltlW'ry that saw an incTl'aS<' in bU~'I't
lasl ymr, ac"L'Ording to a 2010 sludy fnHn
the 4A's; the Association of Mu,ic
Pmduo.' rs (A MP) I'l'P'JnLU 78% of ils
members' income came from original
music \IS. 22% from licensed musk and
arrangements in a spring 2010 survey.
NIt "'-"-ms like Ihe cyde is ebbing
slightly, and it n",y be less popular 10
align yourself with a majm supc"..,lar:
said Elizal",:1h Myers, pn",idc"l11 of AMP
and co-founder uf Tri",'TS Myl'l"; Music.
She su~"",rs it could bea n-fkC1ion of the
economic mo.Jd-,riginal music fccls
mon: simple and n'al And, she ",id, "in
America. the clients lilu.' W o"n that
ide"l1lily thaI come'" wilh original music."
Jock Livc""'Y, co-founder of bicoasral
music house DuOl,me, agn.....'" Ihat origi-
nal music conwys more honesty.
"\Vhe...he'T consciously or nOl, to viewers
[licensing music] fc..... ls a krtlc manipula-
tiw, like you're jusl kind of n"l1ting
somethingI" wow me," he snd.
A h'rmving numoc'T of advcnisers an:
n:in"csling in and n"inwnting theiro"'"
jingle", for a Ill'W generation. lason
P<:terson, executive cn:aliw din.'elnr for
Imerpublic's Translatiun, which has
worked wilh ~ cDona l d 's and State
Fann, said brands MC stltning w n.'alizl'
Ihe in""luablc ''<juily thaI aHTI,,,, wilh a
n.'al!,,'nil.,ble jingle.
"Takingsom....hing newand inhen:m
to their brand, ",hich has a deep SO" of
meaning. and making il ",levant and
intenMing and bringing that into popu-
lar culmn:is a bigtask in ilself," he ", id,
But 10 many a).,'<'ll')' CW''S, such a,
M<Cann's Mike Boris, senim VP-exe-ru-
ti\'C music produCe'r, it doc"n't matter
wh''Iher Ihe music is writll"l1 sp..-ci~Gllly
for Ihe camJX1ign or if it', an exi>ting
song th.l1 lusn't n.u"ivcu national expo-
surc-ces l'mg as it's a gmd 'Tl\ltivc fit,
artisls wil11L'Od their musicand oCGlsion-
ally Iheir lik,"I1''''s to an ad campai).,'ll.
Ny,,,,rs ago it was sdhng oul-ro",
we call il selling in," Mr. Boris "'id. The
pitch? A major,pOl Gin g<'1 you the kind
of play nali,mal radio du,"n't anymon:.
&'ginning in 2lXlH, majclT ad ag<'Oei,,,
and brands h.we OC'L'Il glring to h'TL\l~r
lengths I" associate themselves wilhorig-
inal musicand artiSI dc,,'dopml'llt. Ill"",'
Euro RSCG ocquircd indic music label
Thdlours in a bid to c"Ll blish rn:diblc
n:lationships be1wwn brands and a"i,15.
Scan: worldmags®
Also that year, PepsiCo's Mtn Dcw
fom"u Gn.'L'Il Label Snood. an imprint
Ih.l t n,1<"'",-xl nl'l'>' songs ftum indie lxmds
,ud, as Mall &. Kim and The C.o,,1 Kid,;.
Mon: n'CL'lllly, [nterpublic Cn",p of
Cos.' M,{".ann Erickson fom"-d an in-
houS<' record label SlayU :'-1usi(, on
behalf of Holiday Inn. The label's first
single, "You Always Make Me Smile'"
by up-and-coming singer-son~;wriler
Kyle' Andn.'ws, is fcarurcd in Holiday
Inn's new gloool campaign and is avail-
able on Henes and 'roufubc.
AndTRWNChial/Day isnrgani7jng
new-music showcases this month in
marh-t s sum as li", An!,,,-i,,, to h"'" bU7z
bends in front of CI"L'a ti\'C directors and
clil"l1rs. It alsu (I,ml" downto l'con'>ntics,
Ucen,ing song, fnlln k"'ser-kn""'n or
nlW b-lnds am ran!-,,,, fmm $IO,(X() to
S75,O::O, depending on ",h,...her the ad
airsonly on TV or online, ",hil,' the priCe'
tag for beller-kno",n artists com,,,, in at
$200,OCO to 53OO,OCO, Thl'll there a",
me'g:l-anists like Lcd Z."pf',lin, I.-Iadunna
and the Rolling 5101'1''', who often cost
up",an:! of$1 million for one song
Of course, rrore din'el relation,hips
belween agencics, brands and artisls
rncens less "I'P',rtuniri,,,, forthe de,licarcu
jingle hou",,,and music-pmlu<tion a>nt-
panics to book traditional ad gig:;, SO many
of them arediversifying th,~r n"Ume",
In add iti<m to I'Lxnn!ing scmg5 for s..us
fur mark''1ers including Palm. pacifico
Bwr and H,,,,,,k...t-Pockan:l, Black Iris, an
indie-music h"uS<' baso.u in theSilver Llke
ncighborh""d of Los Angeb, 1'L'Cl'lldy
comp1c'lcxl the score fur a videx' gameand
also has a fledgling s-ingl,,,, label thaI jusl
siWJ'u a distrib,tion dc'alw release 7-inch
vinyl 1'l'U,rds and digilal downkods wilh
Sony's RED Music,
Similarly, DUOtlHle has 1x.'L'1l adding
originl! scores for indic films no";,,w York
I L"ve You "land Glble TVshows (AMes
"Rubcon" History', NS"""mp r''OpIeN}to
ils die'lll list llI'Xt 10 origi",,] jingle" fur
R,,,1nn. Martini &. RO$~ Maxwell Hou,,-,
InlL'Tnati"naland V,'Ti7'<Hl Winil'SS, thel,t-
tel' of ",hich fJnlOLl,ly n.1'U'l'IIlU t ' Big
R,~l jingk' this spring W pnm"," ' its vn
n.xhnlol'LU ,'lG m<"'1';l!,'C,
The line between mmmemll comcnr
and on cnnrinlll" to blur A1 eX.lndn: Sap,
a O ...fEum's The;Houn;, said thernming
I">il'll for him ",a,; w...."11 [\'C'T Glbriei
~SIu.-d1O ' O"..'T lou R"'u's NThl' r.",w f
the Hmrl,." a "Hlg lhe one'time Vel ...
Und''Tground frnntman WWte for
Cartier's Low Colkx:tKm.
NIt's all about quality. It's about the
fighl oc'!wl'Cn music-producrion compa-
nics making music JUSt for adwrtisingor
ha"ing clil'llts ClH11e illlo Ihe n'U>rd arm-
I"'ny withIhe right conn''elion" n he ",id,
GREEN SUPPUES FRom
of 40:1 pan."I1IS and 30J "hml teachers on
the subj,'eI, finding 60% of teachers
n'<jUl"l JX1n:nts <lemale disi nfcuing wil"-"
forthe da,;srocH11 and on average usedis-
infcuing produClS on high-cuntaCl an"'s
sud, a, doorknobs daily, But 82 % say
Ihey fmr anergil", skin irrirati,m or aSlh-
ma may l'l"Ull fnH11 useof d''aning pntd-
ucts at sch,x~.
J\;,'l'dk'SS 10 ",y, Seventh C""I1eralion
11.15 a solution 10 thc' problc'l1t, highlight-
cd by a IxJdH'}-sch",,1 kil of irs produ<:t,
and an "",u-friendly" oorkpack. The kit
and backl"'ck arc distribuILu Ihmugh
hundreds of mostly mommy bl''!if,'<'1";
Ihmugh the MyBlogSl"'rk nl'l wmk and
a listing of "hl\llthy tips" available on
I'TOTooay.com-a sill' for Parent
Teacher Organi7.alions---including
lYLEANDREWS: switdting w disinfluants that have Nno
Singer' ind... )rair pnllura nlS."
sonqwritet's S<.''''''llth Genc'Tilli,m also j,>im'li "ith
single isleatllfed Stonyfidd Farm to spnn,,'r oock-tn--
in HoIidi1y Inn'S schml ,-duGlti,m cwnts al;out Nho'" w
global campaign, have a healthier sch",,1 year" for I,co.)
Pro,; around the mumry this reu- cech
'''''I''-u'u to n\lch 100 10 .' iXl l"'n:nlS,
a,,,,rding to M~un.'<.'ll Wolp'-''', brand
educalion director for Seventh
Gcn.'ntti,m , The movement isn't JUSt
limileU to primary sch,x,l" IL""hets m
parent" either.
Meth,td, markc-t er of nalural and
botanical dcarung products, recently sup-
plied inh'TLuimt infunnation w a San
Francisco Bay 1\ 1''-''1 stude'llt group, Tecns
Tuming Gn"-'ll (ll'Cnsrntninggn...n.org),
whid, is working on cn:ating an "ceo-
HOLDING COMPANIES FRON ' .3
11.15 a Slrong <l<,m'''tic presence- access til
Ogilvy Healrhwmld's sprawling f<Xll-
"Y&¥sagoit
wasselling
prim in 33 coumri,'S.
Ime'Public Group of Cos. appc'ars
oct-oov we incTl'Jsingly octiwin thi' area. In thespan
callitsellirq of rem w""ks in August, Califom~l-base'll
in."Thepitch? Dailey &. A,;so:":i<1l..,, wa,; aligned with
Amajorspot o-erca ina bidlo stl'L,%'!hm lhe singl,~
"ffjre cgcrcy by giving it 0CCl'$ to ,'US-
""'''''''"
thekindof
play retcoe
tl>m''T-n:brionship marh1ing ""der and
large g1nb.r1 n,........nrk Draft. Around the
""me lime, Campbell- Mithun,
radiodoesn't Min n,~'pnlis, annoul1Q.U it <'><>Llld absorb
ervrro'e the 5O-p'-'ffi1tl kJGtl uffiCe' of digiLl1 llgl"OC}'
MRM---a d,x:ision C.ampbell-Milhun
CEO SIl'VC Wcolt"'nlx'Tg said was drivL'll
by a comfort kvel wilh MRM fmm work·
ing,m shared ilLulUnrs O\x'T the ymrs.
Unilingat,'I'neic" underIhe", me hold·
ingcntnp.my isgcnc'rJlIy 1.'Ss thomy than
othcr adbnd mergers, typiGllly sJX1rking
fc...... client conflicts and many more syn-
ergic"', Ca"'-' in I",im: Ihl' VI'PP move,
SinCe' both of those health a).,'<'ll,i,,, scrv-
iCe' Novartis, I'fizerand GlaxoSmithKlinc,
it madefora sm,x>lh,,, process.
By far, thc' a!-,,,-'llC)' umbn:]]a h'fOUp
leading the streamlining Irend is
Tmunt,}-oo",-'Ii ~1DC Pan ners. In July,
MDC's premien: agen,)' brand. Crispin
Pon er & Bt,gusky, absorbed sibling
agency Zig, a wdl-km".'ll C.anadian·
shop, and rebrandcd it CPB Canada. The
same momh, Kirshenoo um Bond
Scnecel &. Pa"nc'l";, ,11'1 the heels of gob-
bling up Albma-b-l"'-u sibling Flel<her-
Martin, absorbed multicultural shop
Adn:nllina.
Askcu about the moves. MDC CEO
Miles Nadal", id, flIt is definitely aro.,ler-
ating. "
NThe changing mluia landscape
means a lotof fim" arc looki ng for a"is·
The addition of cleaning supplies
to oacs-tc-scnootustshas been
growing for years because of
fears about the H1N1 virus and
germs. As a result, the season has
become important to marketers.
ianitori"! c1osc..." lisl of ea}-friendly pntd-
U<1S lhal schmls mn SIOCk.
The addition of cleaning suppli,'S to
oock-to-schml lisls has be..... n growing
for ymrs as fin<lncially strapped schools
"'ughl donalions from I"'renlS oc'CJuse
of fears about the HIN1 virus and
germs, and as such Clomx Co. and
Rcckin Bcnckiscrs Lysol workc'li hard
and successfully gOI their brands on
lists, As a result the season bas become
incn:asingly important to markelers,
M" Wolpen said.
One diffcn:ncc this yl"'r isa""ilability
ofstrongergn......n-.."'ition'u alrcmanvcs.
Sc..-elllh GL'll''Tarion in lanuary bunch,x!
a linc of bUlanical di,inf'''-1ant> and wipc",
registeTl'li ",ith the Environmental
Prol''elion Agen<y lhal claim 10 kill
99.9% of germs- jusl as Clorox and Lysol
products do. M"h,td launch,u a similar
lim' of disinfluing prodll<"tS and hand
"'nitizers last m"nth,
So far, with some ex(\'!'tions like PS
107, S<.'vcnth Generalion hasn'l had
much SUCCl'SS getting it> brand listed on
supply lisls fmm Imchers or 1'T0s y,-t,
said M" w olpcrr. "Based on wh~t we did
lasl Y'-\lr, our focus for nc'xI YC\lr willlx.'
I" increase o<'Crall awan:n,,,, [among
I"'n'llIS, IC\lchers and 1'T0s] about our
product availability," she "'id.
1
NILES NADAt: The CEO ofMOC says more dieols
ee lool<ing townsolidale ee number 01
partners they do business wrth.
encc in ,ocial m,uia, invcsunent in l,,,h-
noloh'Y and pure SGIk" Mr. Nad.ll said.
"Oiems a", looking to consolidate the
number of partners Ihey do business
with,and you nex.-dto h.we the n.'Sour<~",
and scale."
~ r. Nadal de'lliLU Ihat MDC's com-
bining egcnocs was linked to a """'lltial
",Ie of the holding company down the
IUld but pointcxl cut that r<lDC this yc",r
has builtwhal it calls as a "shanu servic-
cs group" 10 identify It"'''' of these
''P..,nuniril'" evilhin irs ..,rtfolio,
Said Mr, Nadal ' Tbcrc's a lot of bril -
Klntly talented firms that a", h'TL'at .11
",hat lh,'Y <l<' but cuuld benefit from big-
!,"-'T plmfomts" and. ,m the flip side, rhc
bigger finns benefil from nmo", d'1"h of
ralcnr and more bench Sl"'I'I!,'lh."
"You'll "'-..... our bi&,""'t pbtfonns
exp.:md t,'<"'8mphiGilly and in thc"ir "ffc'T-
ings. The ~'s 11'10'" tOOHTIe, and Ihl' n'J-
scm why i, thar it's provcn that P'-"'Ple
can have the"ir Glke and '-"II it, 100; Ih,'y
Gin have their ''lltrcpl'L'nurial DNA but
Ihe n'S<rurces of a bi&,"-'T organi7"rion.
We'n: ",orking on thn... or four lnOre
[dmls)lhal [ Ihink are going to be really
exciling."
 Adverti.illQAQe I September 6, 20tO Z3

DOUBLE DIP "OM '.1 OBAMA "" '3

R<'Sid,-,m~11 m n'trurooo has f"lIm as a
share of us. CDP and u.s.",,{umaker>,
while pmducing k'S" a", mo", profitable
than during the- peak of the ,wnomic
<'X JXl nsi,m as they Tl'Strumom,1 for a
sm"llcr marh'!, In.king furth,·, wynffs
Ie",likdy.
On the other hand, whik manuf,,-
turio!,: b"",dly has 1x"'J1 amooS the
bi&,'<.'S1 growth dri ver> in the U S., much
of that has 1x'l.'11 fueled by wbuilding
if"'''nl"ri,,,. That em', hst if the inWnlO"
ri l'S don't ",II. Pro<:fff & Camblc Co,
Chairma n-CEO Bob McDonald summed
up th" muddled nutlwk of many mar-
h'!"rs in an ""mings mnfl,,,,ncc GIll 10"
monlh whcn he said he doesn't CXIJI.'Ct a
d{)ubl,~dip n",-'S<;~m. blll add,.,j, "] think
the' oomnmk m.:overy in the United
States will he UI1,......'11 ,N
In an app"rcnt adjustml'1l! to mo.....
Clm,.,rvati", l'Xf"-'Oatitms for the nexl
thn:.: years, P&G in recent months has
(han~'I.-d its top-linc b'TIlWlh tMb"-'1S for
,..nior mana~;ers and will ,ompensale
them 00S<.'<.1 on how they do vs. the com-
petilion ,alher Ihan vs. an absolute
gl'llwlh U1},'I't. And while P&G edded S1
billion oo,k In il5 ad spending for the fis-
cal year ..ndcd lun c 3O---<l 13%
inC"K';l5O..' -iI's pl1nning more mode'l , in-
glc-digir growth for ad spending in linc
with ",ie'S gnMlh Ihi, ymr.
Consumer Edgc Research, in its
monthly poll of 2,5(X) mn,umerS !a,t
month.. fouod improvedoutlook for bust-
nl'SS conditions and hou,..hold income
and an """",11 n'bound in <;OIl,um c, ,..n-
timent afler two momhs of , h,,'P
dl",linc'5. Yct um,um crs said they pbn In
shift In discounu'rs, buy lowe r-pria.'Ii
b",nd>, wail for sak-.,;, !"'y down debt and
WHY GEN XWONT SAVE US
for the pastlewdecades, bilby boomers have
driven tte eccoonc growth in theU.S.Andthere
are a lot 01 t hem, incase you didn·t krow.correct
Censusdata prttbe numberof boomers at just
uooer 80 million, or a touch overcre-tnlru of all
adults.HoW('V('f,they're nowmoviOQ o totre
ooe-ccoot, and trosetousocot spendnearly as
much.In I999 the boomers were between the
ages 01 35and 54. Their generation accoo ntedfor
42%of households, 53%of all prelaxincOll'le and
justover hall ofall speodlnq In theU.S.-$2t rillion.
In 2008, the ccorees have IT'IOVed into the 45·
t0"64 ecereoce. They ~ t i ll ecccoot lor 44% 01
totalspendiOQand 46% of IncOll'le.
The boomers, despite theirsuperior n um ~
are S-hiftiOQ iolothe 65-ero-oce- agegroop,which
typically eccooots for jusl l4%ofspendi00,astheir
mortgaqesgetpaid off,their chlidrell lT'lOVe out
andtheir expenses decrease.WMe Ihis agegroop
generallyspends money on big-tickel 'tens like
second homes, with the recession Mtioo their
40tKs as trev wereetcot to retire, many are
forQOioo thoseexpenses andcontinuioo towork.
That lurther hoses the ceo xers because so
maovcarrt moveupintolhe highe!'payiOQjobs.
Tammy Erickson, eutrcr 01 a recent book on
Ceo xe-s, "What 'Sllext cenX: ' says,"(Ceo XI
really haveoctteo the ShOrt endof thestickfrom a
moneta.-yslandpoinl. RiQht row at the recession,
the bulk01 ten Xis in bothlheirpeak incOll'leand
peakspendiOQ years 01 I~e. Yoor peak«core is
beiOQ limrted at a limewtlen you'd want 10be
maximlzinqil. Andyour peakspendiOQ is
occurriOQ at the timewhenyou'releastlikely10
have a lot 01 oecretcoerv income."
Generation X, meanwhile,accoonts for just
thTllwing in the t\1wd. WPPCEO M"rrin Ml"l~, rom!"'nil'S ~ppmr likely t<> fare
Sorrell who tended to be blum aboUI well at ka't thmugh year c'1ld. Edwaol
22%of total ~ pend iOQ (4% lesslhanthe
comparable halfof boomers did in 1999). Even ~
youioclude the coer seqrnent 01Generation Y
(age 25-34), you still onlytotal38% ofspendiOQ.
Whyis that a problem?
The problem isthatthesetwoageQroups. even
when ccrobined, have2.4 milion fewerhouseholds
than netocerersco, At a limewhentheeconomy
reecsuentcstec coaosceoc usoutol the
recession. t heysimply lackthe horsepower 10do so.
The2009 unemployment rate wililactor in as
well. The twoage groopswit hthe highest
unemploymenl rates are zs-tc- 34 at9.9%(those
comiOQ out of college from25 to zsere at10.6%)
and 351044 at 7.9%. SO theageg roopthat
should be comiOQ IntotheirearniOQ prime is
ostesd cot ofworkat a veryhighrate.
Let's Iookat ~ anotherway.In 199a the25-to-
44(Ceo Xandlateboomers}se<:jment cctesrred
the astc-easeoreot (boomersand pre-boomers)
by$426billion.lf W(' Iookat thosesameage rarqes
in2008-nowCeo Xers andoldermillennials vs.tte
boomers, the boornersarepullinq io5535 billion
morethantheiryounger coooteperts. SO lhe
boomers are stilldrMOQlhe growth.
Is trere a silver lini ooinlhere? Anywhere? Yes.
W~h aillhelaikaboul howbig the boomer
generation is, and howthe millennials are hardto
liQureoot wecnen lorget tnettre millenfilals
actually oct numberthe ccorers.For thenext
severalyears.W("II have fewer households io the
peakspendiOQyear>, buteventually the
mlliellnials- all 85 million01 them-will Howin.
....TT CI....OOW:,
o Fortile full version ofthisstory. go to AdAqt.COlI
''Thisisn'ta
rewroma
dynamic America that's built on gmwth
and opportunity and jobs:
Me. all']' ",id the key to ""'55uting
Americans about an l'COnOlnic future is
being 'f'lufic ~bout initi.,tivl'S-\\';th"ut
bei ng", sf'lufic tfl.,t the administrotion
opens i,,"-'lf to anack
Dbama ,nmmilll..J that ermr of being
""l'JS!,,-ufic whl'1l he promiS<.xl the stimu-
lus bill "'lllld kc'<l' the une'lllplnymc'flt
k'VI.~ around 8%. Today it's ;]I 9.5% .
"nl.1l wa, a ""'tc);ic mi55tcl': said Jay
Cost who until lnsew<.'<'k wrote the Hol'Sl'
Ra"" blog for Rml Omr Politia; and is
no", headed to thl' WCl'k1y Standard.
On one hand, the admini",,,,tio,, has
stumbled whl'll it comes to highlighting
the tangible auumplishments thaI have
(XIOle out of stimulus sf'l-nding. Can you
idl'lltify a 'f'l",f;c ~Jb ()[ program that it's
m>;1ll'<i? A lccd from a June Nl'w York
Timl'S story "" id it ~I[' "The shovels "re
finally "",dy. But is any<me !",yingattc'll-
tion?"
On Ihe nthe' hand,Ob-, ma has a haol
timl' artiCUk'ting a vision for m:owry.
There's a f'l'S,imi'tic 'treak running
thT<lllgh Amenl."n l'COnomic thinking
right"'M', with quc'Stit>o' oc~ng askcxl "'''
only abo"t a doubll--dip n'Cl.'SSinn. but
al", a Japan-' tyl.. kl51 dc'Clde. C nlU ndle'SS
optimism is going to be tough to .1l''''1I1d
of Ihe Anll'rican f'l~>pl ...
lore Sullivan, vice chairman-globe]
public affairs at PR firm Eddman, callcxl
the rommu nications strategy SO for a
"pil'O..'mm l" aPr,,~h and p<,;nt<xlto two
initiatives announn'<.l in the IVSt n"mth
or so that don'l add up \{) mum . An ini-
tiative dc'5ignc'<.l to buoy the muntry's
m.,nuf"cruring base, 'Xl:Js ion~lly dubbed
"Making It in Ameri<:a, was fnllowc'<.l by
N

seve.
lohn Gerzema,chiefin,ightsoffi"", of
Y&R and author of rhc ,,~'n-to-be-pub­
li,h..d "Spend Shift,N""" a perman..nt
move toward more conservative spend-
ing !",llc'TTl'. "Thi, i,n't a n..w normal "
heseid . "It's an old norma]. It wasonly in
Ih.. mid-19805 Ihat ".., .rancxl lO go flOm
;;aving 10% of our income to a nega tive
p< ~,r proSp<'ClS he'ading inrorhe n'a..'Ssion.
is ",u nding no abnn, of a double dip. [n
an inve'5w r call last mllOth.. he ", id diems
haw n-alized "the world wa,n't going lO
end" and are "starting to 10<Jk fnrl'.!"'n-
5Ion."
"I hevcn'e witnessed any fourth-
qualtl'r l'lltb-leks or mid fe,<,t: said Phil
CowdelL North American CEO of
WPP's MindShare, ~but [[I , till "'-'<' ceo-
Awrino, media industry ~nal yst at
Bcnehmark c«. "'-"-'5 smmg TV dC'1l1and,
in !"'rt from p<,litical buying.. and some
bu,in~'Ss ,pilling into Ihe p"'1-deaion
period dUl' to "crowding out" from
hmvy dc'cti,m sf'l'llding. Demand fmm
chcnts hos spread w.:11 beyond a rebound-
ing auto indu,try, he said,though visibil-
ity beyond 2010 remains "limited."
rhc announcement of a smell-business
"'~""
ramaLltwas pu, h lhat hinge'S <m a lending bill now
sruck in a o'ngrl'SSion.,1 gridlock.
cny ntte "looking at Ihis as a "mer, Ihe !"'ns
rrid-198O; don't add up to anyth ing." ",i,l Mr.
ttetve Sullivan. " H .. ', lUll d<ring hi, equivall'llt
stcrtedtogo of the Contract With Ame'lica-gi,';ng us
-""'"
1QO,k,olcu
a six-p<,int planand saying Ihis i, what it's
going to take, and thisis what it's going to

savings ",Ie. I'd almost argue the !"'st few
decades were the anomaly. We're goiog
bad< In a more practical way of spending.
whc''-': w.: don't have access to the ;;ame
amoum of ere..tit."
M,. ("">C17-cma call, it a , hift to a
"debit" ,,>cil'1y from a "m ..lit" ,,>cil'1y,
and ,ome n'tailers are , hifting gears to
"ddn'SS consumers who pn'fer 1O sf'l'lld
more frugally or operal" on ca,h. Targc'1
m'xt month willlx'gin pushing its nl'W
5% n'waol, program thaI giV<.'5 , hoppers
5% off when they uS<' either a Tal},"-'1
cn.'<iit or debil Glrd, and Kohl', is adding
S20 milli<m to its marketing buo:4,...'1 to
position itself as "th.. smartl'Sl d"ri"" fm
a cautious <;OIlsumc'T:
But markelers bmadly are for flOm
HARLErs ICO~IC RIDE IIlTH tAR~ ICHlE L lYNCH COMESTO AN END:
Alter31 ve ~rs withtile motorCycle Cl)mpany, theagencymade anunusual move fl)"" a shop and resigned its client FI)"" more on(hiS story, QO 10AllAIje.COlI.
pie invl'5ting in buildi ng brondsand driv-
ing lc-ads."
Othe' agency ,hids are al", relatively
bullish. "Our shorr-rerm p,,*'cti,lOS do
not show moderotinn, l~ in the fao: of
thc prl'SS mlkingabout a d,",bl.. dip," ", id
Tom Harri",n, chairman -CEO of
Omnicom C nll'p's Diw rsifil'<.l Agl'llCY
SeTVio.'S gmup, who said hi, gmup i,5O..'<'-
ing dn"ble-,ligit growth in 2010.
But Davc Senay, global CEO of
Om niom 's F1cishman-Hillard, ",id thl'
O>05O..'ll'"S of "b'l'ncy hC'ads in the PR
industry is for a "s<''<"Clnd-half softl'nin""
whk h may be a haroinge']' of a k>oge']'-
tenn trough: A double-dip n'a..'Ssion is
"a tl.-al possibiliry."
Globally, it's oc,<'" haol t" tell Ihet<'
has been a n'O.'5,i<m in dl'Velopi ng mar-
kets such ~s China, India and Brazil. But
ma,kc'1ers ea!l",ly cashing in on the
"p!",mmitil'S havc made m~ny markc'1s,
such as pad",ge goods, muc-n more rom-
p<·titiv~' and prin"foruS<...J.
One ,..ni", om,umer !",ckage'-gnxl,
l'XerutiW pn"lills wntin ul..J glU\\l h for
dc",'doping markc'1' over Ihe next fiw to
10 y<-ars, but at slow..t ro ll'5. [n,lia n'a..'llt-
Iy jnine..J China in ",i,ing inter""l mt<.'5 to
wol off glU\\th and avoid inflalion. he
norexl. And risingor stabilizing mmm,x1-
ity ptio.'S l"Cluld foll:C a rebou nd in pncing
{)[ u~,ling "ff on pmm"tion globally in
the next yl'ar, he said.
Wn'lt e" from 1""e,," reports.
1 I
-'"
incanetoa deliver us."
There's little doubt kft this will take a
SiJ\Ii"'qs rate. rd toll ,m the o..'l!l'>:nIts in the midterm
errcsteue e1l'<lion" with most o/>servers assuming
""'Iffi""
oeceoeswee
theaoomaly."
the party w.;11 loS<.' the HouS<.' of
Rll'tl.'5<.'lltativc'5.
In thinkingab",n how obama, whose
aPrnwal raling ha, shppcxl lO a I,M' of
43%, might recowr from Ihis, C1in,,>o 's
firsl lenn OHnc'S up often.
1m
In o..mocl1us Inst Cnngrl'SS to a
Rel'ublican Patty Ihal wa, ,urging <m Ihe
Contract With Amenca platfonn built on
an ''PP'l5iti,m '" !l'w~'TTlmenl sf'l'llding.
Mr. Cost al},'Ul'S those mi,itl'nn losses
kept Clinton on his hc,<,ls until h.. dug in
on a Rl1lllblican attempt to n'<.lure the
sf'l,<xl al which Mc~tiGl re Ul5ts wen' ris-
ing. In 1996, having <.'I1trendlc'<.l himself
as th.. rentn,t he Tt'ally was. Oint"n won
n---.:kCli,m handily.
"Oin",n w"s "bl.. '" lk, Ihal lx'Cluse
he wa, able 10attirulale a nc'w vi,i,m of
his pn'Sidc'llry," ",id Mr. Cost. "h ml'ant
,nmc'1hing diffen'1lt in 1995 than it did in
1993. The White HouSl' is fonun-,tl' in
thatlhe wtiting i, on the wall. [t's obvious
thl' Rl'f'Ublicans are going to do ,wll and
it giVl'5 Ih.. ptl.'Sidc'llt lime to mull 'wc']'
how we're going to p'"ition oul'Sl'lves in
2011 and 2012."
And who,a few Yl'ars ago, """Id have
thought Obama ",,,,ld be lad.ing whl'llit
<;oml'S lO c'><pn'SSing visum?

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