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Portrait: Arcana Academy
Specs Who Foreground: Shane Hutton (l.) and Lee Walters, headmasters. Background (l. to r.): Lorene Grinberg, conficiens administra; Agustin Sanchez, conceptual development; Jessica Darke, agency...
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Voice: Hold Your Position
As someone who works for a social media agency, I often find myself saying that despite all the hype and hope, the social space isn’t about selling products. I also tend to think and speak in hashtags...
View ArticleCPG: Twitter Vine Took 5 Minutes to Make
Twitter's new Vine app—which lets companies publish six-second GIF-looking videos—has piqued interest in techies, showing up as a trending topic on the social site for much of the last 30 hours. Brand...
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It's Game On for Second Screen
There’s not a lot of common ground between digital media and television, but huge live events—especially the Super Bowl—are just as important for both media because they guarantee vast numbers of live...
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Where Brands Go to be Born Again
Orange, apparently, is the real color of money. In the Silicon Valley town of Palo Alto, Calif., within blocks of where Facebook and Google grew up, Citi’s chief innovation officer Deborah Hopkins...
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First Mover: Ryan Seacrest
Specs Age 38New gig Founder of Seacrest Global Group, majority owner of events marketing agency Civic Entertainment GroupContinuing gig Host of American IdolIn addition to hosting American Idol, doing...
View ArticleHow Advertisers Can Stoke Super Bowl Buzz Year Round
Football fans around the country geared up for weeks before last Sunday's Super Bowl between the Baltimore Ravens and the San Francisco 49ers and their opposing coaches—brothers Jim and John Harbaugh,...
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Adweek Project Isaac Launches to Celebrate Invention
As the media, marketing and technology sectors continue to transform at a rapid pace, genuine invention, rather than innovation, has become crucial to advancing brands and businesses past the inertia...
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For Mobile Marketing That Really Works, Just Look to Asia
Are we ever going to catch up to Asia? It’s a refrain heard far more frequently on our shores in recent years. Take automobiles. The Detroit versus Tokyo battle has resulted in more Toyotas sold here...
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Red Bull's College Marketing Whiz Strikes Out on His Own
After seven years working for Red Bull, and some two leading North American efforts on the brand’s much vaunted college marketing program, Mike Poznansky is striking out this week to start his own...
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The Do's and Don'ts of Dot-Com Marketing
Just because marketers are moving campaigns onto mobile devices, as well as Twitter and Facebook, doesn’t mean the government will give them a pass when it comes to making sure ad disclosures and...
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PR Execs Are the New Stewards of Strategy
SpecsWho Andy PolanskyAge 51New gig CEO, Weber ShandwickOld gig President, Weber Shandwick (since 2004)How has your agency seating at the media and marketing table changed in the last year? Clearly,...
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This Woman Is Keeping Online Ad Companies on Their Toes
The future of online behavioral advertising may lie in the hands of Genie Barton. As vp, director of the Council of Better Business Bureaus’ online behavioral advertising and mobile marketing...
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Shoppers Prefer Easy Returns Over Quick Shipping
In the ongoing battle for customers, more and more merchants (Nordstrom, eBay and Walmart among them) have been dangling the carrot of same-day delivery. It’s an enticing idea—and one that might also...
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Big Beer Brands Are Fooling Us With Their Crafty Looks
It’s a lazy Saturday afternoon, and here we sit in a Whole Foods quaffing pints of creamy craft beer—Old No. 38 Stout from North Coast Brewing in Fort Bragg, Calif., to be exact. About two dozen of us...
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Brands Buy Real-Time Mobile Ads Based on the Weather
This past winter, Ace Hardware tested location-based mobile ads before and after snowstorms to pitch items like shovels and de-icers. Buoyed by the results—and underscoring how brands have begun using...
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Jenny Craig's New CMO Dishes on Leading 'Challenger' Brand
Leesa Eichberger last month became cmo of Jenny Craig and now looks to bolster the brand in the healthy eating niche. Eichberger's two-decade marketing resume entails a dozen years in the telecom...
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The Terrifying Slowdown for New Creative Business
The quiet is deafening. Where are the creative new-business opportunities out there? While media reviews continue apace, significant creative-only reviews have been relatively scarce this year in what...
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Nearly Half of Second-Gen Hispanics Feel Like Ads Don't Target Them
By now, it’s obvious that targeting Hispanics in the U.S. means more than just translating an ad into Spanish and casting ethnic stereotypes as spokespeople. For one thing, the first and second...
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Shopper Marketing Is Going Mainstream
Shopper marketing may not be sexy, but it gets results. More evidence of this: Grey Group is setting up a new shopper marketing operation to work for client Procter & Gamble now that G2, the...
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