On Monday, Kimberly-Clark, one of the world's biggest makers of household paper products, will begin testing Scott Naturals Tube-Free toilet paper at Walmart and Sam's Club stores throughout the Northeast, reports USA Today. "If sales take off, it may introduce the line nationally and globally — and even consider adapting the technology into its paper towel brands," writes Bruce Horovitz. One of my Facebook friends, who posted the news, comments: "There is hope. With no empty tube left on the holder, this may mean that someone else besides me will change the roll!"

Meredith Corp., the big media company that has been making big bets on agency and marketing services acquisitions, this morning announced  a re-branding of its Big Communications unit, which will hearby be known as "BIG: The Healthcare Relationship Agency." The company also introduced new market positioning and an updated website that highlights its new platform: Healthcare Relationship Management or HRM. Meredith said HRM is based on "the concept that building better relationships with core audiences drives better results.  At its core, HR integrates emerging technologies, healthcare expertise and creative execution to reach people in new and sustainable ways.

Following the success of the commercially released adaptation of "Wavin' Flag," by K'NAAN, as its theme song for its 2010 FIFA World Cup sponsorship campaign this past summer, the Coca-Cola Company is going for the gold again with a holiday campaign featuring a new song by Grammy-winning band Train. The holiday campaign -- an extension of the brand's "Open Happiness" marketing platform that was developed through collaboration between C-C's German and global brand teams -- will be deployed in more than 90 countries and include a new TV commercial, digital engagement efforts, in-store promotions and packaging. Launching in …

In producing a variety of digital content, the cost of production of has become a issue. "The cost side of things is a challenge," says Kelly Day, executive vp and general manager of digital media and commerce for Discovery Communications, in speaking at the OMMA Publish: Entertainment event. "The business of a digital presence is a lot more complicated." She says when her team creates content there are a growing number of issues -- different versions of mobile apps; flash video versus HTML5, and other concerns. "The industry's is a little behind in infrastructure," says Day. "It's a …

It's not just with TV. Even Internet branded series still needs to be careful about showing the product in an obvious way. Sean Horvath, executive vp of branded entertainment for Alloy Media and Marketing says, at the OMMA Publish Enterrtainment, in a typical 10 episode Internet series, running say six minutes each, there might be three product integrations. Some clients want even more -- but there are dangers. He says: "We measure it quite a bit. [After the product is shown] you see an immediate drop off [by the viewer]. But at the end of day, [clients] are …

Adobe Tuesday unveiled a pair of new full-screen smartphone ad formats developed with six digital and rich media ad companies: EyeWonder, Greystripe, Medialets, MediaMind, PointRoll and Sprout. One of the formats expands to a microsite and other optimizes repurposed TV ads or other high-quality video spots for mobile screens. The new ad units support Adobe’s Flash technology as well as offering the ability convert Flash-based creative to HTML5 to provide reach across all major smartphone platforms. Apple last month backed off from its long-running feud with Adobe over Flash, easing its restrictions on third-party development tools for iPhone …

Branded entertainment video efforts on the web can vary. But just because it doesn't get big headlines that doesn't mean it hasn't worked. "We all know what the press does -- it makes the client look great, especially at the beginning," says Sean Horvath, executive vp of branded entertainment for Alloy Media and Marketing, speaking at the OMMA Publish Entertainment event. But Horvath says once stuff settles in, the most important part is whether the brand manager and the client believes the programming effort has been effective. Horvath goes on to say: "There are lot of shows …

Internet data flows everywhere for video publishers. But not everyone get can it, even some video partners. NBC Universal has 65 million uniques, connected through various loops from partner sites. But not all the data comes back to NBC. Nick Johnson,vp of digital media sales for NBC Universal said at the OMMA Publish Entertainment event: "We can't just rely on our television properties. We have the figure out with our partners [and with with hulu.com] about data. Having some control of the data will be critical."

Microsoft said today it has printed more than 2 billion tags since launching its 2D barcode system in January 2009. A billion have been printed in just the last four months. The tags have appeared across online, print, outdoor, and TV advertising on behalf of brands including Canon, Kraft Foods, Simon & Schuster and Toyota Motor Sales. Microsoft Tag allows users to download its barcode reader across major smartphone platforms like iPhone, BlackBerry and Android to scan tags wherever they pop up. A barcode campaign Allure Magazine ran for its annual Free Stuff Giveaway issue in August using …

Procter & Gamble's Prilosec OTC is teaming up with two NFL offensive linemen to focus on the importance of protection when it comes to treating frequent heartburn. New York Giants All-Pro Offensive Tackle David Diehl and Minnesota Vikings Guard Anthony Herrera are part of the Prilosec OTC "Living Proof" campaign. The campaign from the Cincinnati-based company will feature Diehl and Herrera's stories about the importance of heartburn protection on http://www.prilosecotc.com, and will be supported by TV and digital ads also featuring the players. Throughout the season, both linemen will share their personal experiences with heartburn and how …