While emphasizing that advertising is "still important," Jim Beam CMO Rory Finlay says the $2.8 billion liquor giant will be pouring all its energy into generating talk around its blue-chip brands, including Jim Beam bourbon, Sauza tequila and Courvoisier cognac. Finlay won't disclose details, but says Beam is introducing revamped creative on about 75% of its global brands to give them more talk value. Advertising, he says, is "more about fanning the flames [of word-of-mouth]." How the move will affect Beam's estimated $100 million global media and promotions budget is unclear. Finlay points to several …

Toyota and Sony are developing an innovative, intelligent, single-seat vehicle together. A technology sale from Sony to Toyota completed earlier this year applies to a next-generation "transporter" and includes key patents, both sides say. Toyota has shown a futuristic-looking single-seat vehicle called i-swing at various events. The automaker has also shown humanoids that can walk and play a trumpet. Seven Sony researchers are temporarily working in Toyota's robot research unit to help relay the technology to Toyota, says Toyota spokeswoman Kayo Doi. Toyota is also introducing "TPR-Robina"--a femalelike robot-on-wheels--as a guide at its showroom at headquarters. It …

Since back-to-school is top of mind for so many parents and students this time of year, many marketers are tying in with the new school year--even if it's sometimes a real stretch. Besides necessities, such as pencils and spiffy new jeans, this season's back-to-school marketing comes crammed with pitches for such unlikely items. Disney Mobile is hawking a back-to-school cell phone--it can locate kids on a map--with print ads. Baskin-Robbins is pitching new Oreo items to "lick away the back-to-school blues." One ad for Vicks new Early Defense hand sanitizer-which P&G dubs a "back-to-school essential"--shows a bottle inside …

As banks and brokerage houses try to top each other's services in a bid to bring more of their client's funds in-house, Boston mutual fund giant Fidelity Investments is rolling out a checking account that pays customers an interest rate of 3.5%--well above what most local banks are offering. Fidelity's account--called mySmart Cash--also features no minimum balance requirement, no annual fees, no bounced check fees, free checks and free online bill-paying services. Though Fidelity doesn't own any automated teller machines, the account offers refunds of nearly all fees a customer is charged at any of more than …

Nokia will revive N-Gage this week as a multiplayer gaming service that will work on its popular line of smartphones. The service will offer games from major publishers, like Electronic Arts, as well as smaller developers like Digital Chocolate that focus on the mobile gaming market. The original 2003 N-Gage and its successor--2004's N-Gage QD--were primarily intended to compete with portable gaming consoles like the Nintendo DS and the Sony PlayStation Portable. But owners had to remove the battery to insert gaming cartridges, hoist the bulky device to their heads and hold it sideways to make an …

Ford Motor Co. will bring back the old marketing slogan, "Have you driven a Ford lately," according to CEO Alan Mulally. Once prospective customers get behind the wheel of a new Ford, he said, more than half say they would like to buy it. So the automaker needs to convince consumers to give its cars and trucks a second chance. "I certainly am bringing it back -- I don't know if I can convince my colleagues that that will be our main marketing campaign." Mulally has taken a hands-on approach to marketing. He made headlines when he ordered …

Starter, Nike's value brand, has decided not to pursue more deals in NASCAR. Previously, the brand claimed to provide 70% of the footwear worn by NASCAR crews, and it pledged to strengthen its position in the sport last January, when it signed a three-year contract with Joe Gibbs Racing. A Nike spokesman said Starter will fulfill the terms of its deal -- providing uniforms, footwear and apparel -- with Gibbs Racing through 2009. The decision not to pursue future deals is "based on our long-term growth strategy," according to a company spokesperson. Industry insiders say Starter had …

Olympic sponsors like Coca-Cola and McDonald's are celebrating the start of the one-year countdown to the opening ceremonies with marketing initiatives intended to break through the Olympics ad hype. Coca-Cola took over about one-third of the bus shelters in Beijing in what it called "the biggest outdoor advertising presence ever seen in China." McDonald's announced, along with new menu items and ads aimed at Chinese consumers, an international competition for children to win trips to the Games. A report last week from Group M, the media buying division of the WPP Group, underlined the importance of the Beijing …

Macy's hopes to build its image as a national brand by using celebrities with star power in its upcoming campaign. The television campaign beginning next month will feature celebrities, such as Donald Trump and Martha Stewart, who sell their own branded products at Macy's. They are seen in the ads primping their departments as if preparing for customers. In addition to Trump and Stewart, other celebrities include singer and actress Jessica Simpson, designers Tommy Hilfiger and Kenneth Cole and music producer and rapper Sean "Diddy" Combs. In the past, Macy's has focused more on promotions that included ads for …

At a time when overall chocolate sales are as flat as a Hershey bar, customers are fueling a surge in consumption of dark chocolate. As a result, the number of new dark chocolate products tripled to 926 last year from 2002 and accounted for 63% of all new chocolate products introduced in 2006. Hurt by obesity and sugar concerns, U.S chocolate sales fell 1% last year to just under $16 billion, according to Packaged Facts, a market research firm. Yet the dark chocolate segment of the market grew almost 15% to $4 billion last year. It now accounts …