Monday, April 26, 2010
Thom Forbes, April 26, 2010, 10:49 AM
  • Special Section Offers Solutions To Agency-Marketer Rift Ad Age

    Observers offer a lot of reasons why the agency-client relationship seems to be at an all time low -- the 7.5% dip in agency revenue just being one symptom of the malaise -- from the rise of social media to the cost-cutting zealots known as procurement officers. Meanwhile, everybody is getting into everybody else's business. It's not a pretty picture. So, Ad Age canvassed experts across the industry for cures and brings it all together in it first "Agency" Issue.

    "When the agency doesn't know where it stands or if the client believes in it, it becomes dysfunctional," says Jim Stengel, former global CMO for Procter & Gamble. "Most clients today want to pay less for doing the same job they would have five years ago," says David Jones, global CEO of Havas Worldwide and Euro RSCG Worldwide.

    Meanwhile, Kimberly-Clark CMO Tony Palmer identifies five areas that need immediate action. No. 5 is that while "the industry is outstanding at public pronouncements and debates about trends and the impending need for change," basically there's no execution. Agencies need to cease being so "inward-focused and insular," he says, and clients need to stop enabling them. Read the whole story...

  • Sony Kicks Off Campaign Featuring Star Products And Celebs Forbes CMO Network

    Sony's year-long, star-studded, $100-million-plus TV, print and digital ad campaign kicks off tonight on NBC, Fox and CW with a 30-second TV spot for its Cyber-shot DSC-TX7 digital camera starring country music star Taylor Swift, Laurie Burkitt reports.

    The campaign will highlight Sony's prowess in making music and movies, as well as it status as an electronics devices behemoth. "We've had a long-standing history with innovation," says Steve Sommers, Sony Electronic's director of marketing, "and now it's time to call it out."

    Each ad will feature a Sony-affiliated celebrity pitching a specific product, a new strategy to focus on it most promising devices. In recent years, Sony spent its nearly $5 billion global advertising budget on a wide variety of products. Read the whole story...

  • Lane Bryant Charges ABC, Fox Have Plus-Size 'Double Standard' Stylelist

    Lane Bryant claims that Fox and ABC have a double standard when it comes to plus-sized models, with Fox demanding "excessive re-edits" of a Cacique commercial featuring model Ashley Graham, and ABC not allowing it to air on "Dancing with the Stars."

    "ABC and Fox have made the decision to define beauty for you by denying our new, groundbreaking Cacique commercial from airing freely on their networks," the company says. ABC says Lane Bryant is just looking for publicity.

    Erin Donnelly invites comparisons to "scantily clad housewives so desperate they seduce every man on the block" and lingerie ads from advertisers such as Victoria's Secret. After viewing the videos embedded in her blog, Donnelly concludes that the Lane Bryant ad is "pretty sedate" compared to the steamy Victoria's Secret spot. Read the whole story...

  • Hertz Buys Dollar Thrifty For $1.2 Billion; Will Keep Brands Alive Reuters, Wall Street Journal

    Hertz Global Holdings is buying Dollar Thrifty Automotive for about $1.2 billion. Dollar Thrifty rents cars under the Dollar Rent A Car and Thrifty Car Rental brands, primarily in the U.S. market. The company will have a single publicly traded company -- Avis Budget -- to compete against.

    Hertz plans to keep the Dollar and Thrifty brands, according to the Wall Street Journal's Sarah Nassaeur. The acquisition is "really about having a multi-brand strategy in the leisure segment," according to Mark P. Frissora, Hertz chairman and CEO.

    Dollar Thrifty also has a strong international presence, Frissora says in a statement, enabling Hertz to "accelerate" its leisure rental strategy in Europe and other markets. Read the whole story...

  • Yanks' Mariano Rivera Brings Understated Elegance To Canali New York Times

    Mariano Rivera is one of the most understated superstars in the history of American team sports, writes Harvey Araton, which makes him pitch-perfect for his role as a model for high-end Italian clothier Canali. He is the first athlete the company has ever used in its advertising.

    "He reflects the positive attitude that we would like to deliver to our consumer," says Elisabetta Canali, the company's global communications director. "He is solid."

    The way the relationship came about is perhaps typical of the workaday way Rivera goes about his business. Shopping in a store near his home in Westchester, N.Y., about five years ago, Rivera saw a Canali jacket he liked but it was not his size. He was directed to an executive in the company's New York office who was a Yankees fan, and the company has outfitted Rivera ever since, Araton relates. Read the whole story...

  • Gillette Readying Major Push Behind Fusion ProGlide Launch NY Sports Journalism

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  • Steve Jobs' Advice To Nike: Get Rid Of The Crappy Stuff Fast Company

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