EA's new SVP global media sales, who oversaw the launch of BrandBoost at rival WildTangent, will likely move to get more brand engagement in games. BrandBoost offers players virtual currency or branded virtual goods in exchange for watching a video ad. Dave Madden has said that BrandBoost was an effort to create a more direct user experience with brands than wall advertising.

Saucony is saying "Find Your Strong" in its first national spot. The company says the campaign, which breaks on Wednesday night on ESPN, is its largest to date. The spot will air on the network and on ESPN2, Fox Sports, CBS College, Versus and NBC Sports. The effort is via Newburyport, Mass.-based Mechanica.

The Chevrolet Volvo and Nissan Leaf have taken top honors for safety in the Insurance Institute for Highway Safety's latest ratings. The ratings are an important step for Nissan and Chevrolet to get general public acceptance for the alternative-powerplant vehicles.

PBM Products filed suit in 2009 against Mead Johnson Nutrition, saying the brand libeled PBM in a mailer to 1.5 million people. Mead Johnson has lost its attempt to overturn that decision. PBM's infant formula is sold in Walmart, Sam's Club, Target, Kroger and Walgreens. Mead Johnson, which makes Enfamil, claimed in its circular that "only Enfamil LIPIL is clinically proven to improve brain and eye development." LIPIL refers to two kinds of fatty molecules believed to aid child development. Gordonsville, Va.-based PBM, which has sued Mead Johnson before, said its products contain the same fatty acids and get …

U.S. advertising spend is going to rise 2.5% to $155.2 billion this year driven by financial, retail and automotive sectors. Still, according to Public Groupe's SA ZenithOptimedia, it will take several years before spend reaches pre-recession levels.

The airline Virgin America, with its nightclub lighting and offbeat hues, is hoping to stake out Chicago but faces stiff competition from United, which will counter by increasing its roster of daily flights in and out of the Windy City. On May 25, when Virgin officially introduces Chicago service, United will increase departures between its O'Hare and San Francisco hubs by 40% and also bring in partner Continental. The route had previously been served only by United and American.

Home and Family editor Aisha Sultan was amazed by the sophistication of marketers' use of Easter to tout their toys and candy. She notes that Walmart has a "Diva" bunny with a choker candy necklace, and -- in a disturbing paradox -- "Warhead Eggs" which are filled with super sour candy (instead of MERVs, presumably). There was also a Hot Wheels cars "eggsclusive" and -- at least as disturbing -- a "Be the Bunny" beauty set for little girls (including fake nails, nail polish and cotton candy lip gloss.)

Brian Wong, 20, launched Kiip, a rewards network that gives game developers a way to get brand marketing revenue and reward points at the same time. The company gives people who score high points products from specific brands. "When you see an ad on TV that you don't like you can ignore it...what we are trying to do is bring emotion back to advertising. We're trying to bring sexy back. We're trying to tie your feelings for a brand with a parallel set of emotions."

Daytona Beach is a big tourism draw when the heat rises and the beach beckons. But gasoline prices, heading toward $4 per gallon, could have a big affect on families who traditionally flock to the beach. The average price there is already $3.82, up 25 cents from a month ago, and more than 90 cents in a year. But tourism leaders are hoping that those high gas prices will actually make Daytona Beach a draw for people who would otherwise travel further.

Paul Daruwala was hired last year as VP marketing at Vertex Pharmaceuticals. It's a big change from his previous job of VP marketing at Merck & Co., a big marketer. While Vertex is unknown, it's new drug telaprevir, a treatment for hepatitis C, has won approval from regulators. Daruwala's challenge is to get the name out to consumers and caregivers.