• • fORMORENEWS GO 10 ADAGLCOM

Marketing world girds for an 'uneven' recovery

Inside the black box: What bigbrands are spending on Google

See IlIC~FT on Page 20

Failingtomeet spendingpromisesmadeaspartofdeal toacquire Razorfish

• BY KUNUR PATELkpolel'lJadage,com

Publicis isfalling shorton ad pactwith Msoft

PUB LI CI S GROUPE 15 having troublem,"'ting its m,'liia-,pending mm mit­m''I11 to Microsoft. according 10 scvcralf"-~>ple familiar with Ih" ,itualion. Thethud-largest egcncy-holdmg company"'flt<:rt'l:l into th.., comme,cial agrt't.'TTlentlast summ", when it bought digitalab"-'fl"Y R.'w,fi,h f",m Microso fl, Exc'CSput Ih~ mmmilm~nt at N a mupk hun­drcd million doliarsN annually for adinventory.

Publicis, JXllt'rlI 10 m..'llia ab'l'no<'SStarcom M,'liiav," t Group and Zo:nithOptim<'Ilia, could faa' a penalty if it failsthi, yea, lO m,'Ct th,- 'f"-'nding level,committed to Microsoft s earch and dis­play, Such a f"-'nalty would ostc'o.iblyup the (ash commitment On theRalmfi.h ,ale, though iI's y~t uncle-Jr ifMicrosoft will 01'1 to levy such a hcfeyf..",on oneof it, bi&,,,-,,t cu,tomeT'>, l"P'-~

ciclly when MilTOSOfl was tasked withproviding quality inv"'fl tOJ)' on its "'fldof th~ deal.

Publicis acquired Ra7<lrfi,h forS2S6.!l million in cash, totaling S~million, induding Stock. Acwrding toon~ ~x<xutivc dosc to n~golialions,

Morgan Smnl,'y, rhc bank re'Pre-scm-

ALSOINSIDE

Why we can'texpectsenr tosave the economy

o See ' ,Z3

HowObarnaissll1JQQling 10~icu late petntor!!COVeryo See ' ,3

$3.59 MILLION 1­spent byBP ettreheighlof thespillcrisis

SIO Nl lllON

o<po;. "" J' J' ".'" ~.f J' ... J'~~ ~"t-~¥

Juoespend~

from 2,9% in luly, but it wi ll "" lough",for Mailers to keep up growth startingthis m,mth as they face tougher mmps.Ehmmouon of government stimulusp"'gram, sent existing hom.." .all" la"month to a 1 5-y~ar low, and u.s.aUIn­motive salt'S fell h.,low a million, thesl"'....,,1 month in 2ll y~ars. But th~

bright sid~ here-if there is on..'-is theS<.'<:Iot has a lot less pow~, to hu" th~

bltwler <'CImomy than in the P.1St,

See 00\I8Ll DIP on Page 23

IaJl!CIm!!!I What biQ brandsspent inJune

See &OO/iLl 00 Page 20

"x!c'fld..'li f"-'riod of low gmwth, highun<.'ll1ployml'lll and more conservative'f"-'nding p.l tlem. for years into th"future. And big developing ma rkets sucha, Olina and India, whichgnow robu,tlyright Ihrough th~ nu'%ioo, may be onIh~ brink of ,lowerb",,,.th ,

Th,- un~mploym~nt M~ ,'lit,,,-'li up aten th of a p'rim 10 9,6%, bUI job growthdata for lu n~ and luly was ,~vis<'li

upward, M~anwhik K.,l1lar R,'tail'~p"'t,'li SJm<~'lOre SJI..", ~xduding

Walman, grc'w 3.4% last momh, up

SJ6 m illion in the month of June alone,,,(cording to an internal Coogle ducu­mem obtain,,, by Advertising ~"'_ Thorpush<.'d SP into the' upp"r echelon ofscarch advertisers, in a league withExI"-";3, which spentat h151 $5.9 millionin lun~, Am""on, which ' p'-'fll at 1m>!SS.8 million, and cftay, which spent atlm,t $4.2 million,

This is a signifi<:ant outlay, even forBr, which 'p'-'fll $94 million on adv..w,­ingin 2((l'!, andS7S.? million in Ih~ first. ix months of 2010 alon~ (excl uding

Lifts inspending.jobs,salesquell double-dip recession fcar-c-burwobbling liesahead

A SPATE O F ac r t r a-thcn-cxpcct..-dreportson consumerspending. jobs andretail salt" b.t w..",k appea"-'li to tak~ an,'Iig~ off many fears of a doubk-dip"-,«,,,ion,

That', th~ gmd n,'Wi.Th~ nut-so-gmd m'Wi is thm, dl':,pi t~

th,- n"tum of t'-rid gross domNic prod­oct growlh late last y<'Jr, s ome mar­h"t~rs, ,uch a. Pro...,,,, &:Gambl" Co.andTmb"-'! Corp. s eem to be girding for an

• BVJACK NEFF j llef~com

From BP'sboost in June toAT&T'smassive iPhoncoutlay, internaldoc revealswhat marketersdropon search

I\[lOK( liP cou ro S TEM the oil gu,k,m rhc bottom of thc Gulf of M"xiro, itunleashed $100 million in ad spending,Im),'I'lyon network TV, to sternthe darn­age 10 i15 image, But it also stan edspending hcovily where it had neverspent much before; buying ads in('.nogle's search results.

IInw much did SP spend 0" smrdl?In I""" months, SP went from spcndingvcry little on "-'an:h ad",rrising---<lbou!557,fXXl a month----to b<.Ullning OIle ofGmgle's top advcrti...,rs, dropping nmrly

AREPRISE FOR JINGLES ON MADISON AVENUE

SlEKI NG ORIGI NALS:McC<JnnloollChedin-house labelSl<lVlJ loc Holid<lyInn and loollChedertstKyle Andrewsinaglobal adpush,

• ANOREW HAMPPa~Qe,com

TH E IlE ...TlI OJ' TIlE II"IG I,E has beengr<-atly ..'X.l!:h,,-' rate'li, But for awhile. ilwas understandable if you needed toch..xk its pul.....,

In Ih~ 2(n-ls, Ih~ tlt'nd of liCl.'I1si ngP''P songs (Tom the '6/).;, 70s and'SOsinli~u of clt'ating an "riginal 30-;0:mndbranded mdody pick..-d up a lot ofmom~ntum . From Lcd Z:ppclin and Lou

Brandsardad••noesaereoscoeorctreJ)CM'efoforiginalnresnactverttsirqcercecns,

Reed to Bnb Dylan and Paul Meu rtncy,no major ani't was ab"ve Imding hismusic to sell <:ats, wal(h,,,, ling~rienr col­f"", Mmnwhile, a whole crop of indiebands ,di,'ll on the likt" of Apple.G>tlv<'TS<' and Bud Light to hdp launchsinglt" and create n~w ....venue SI....-amsin hcu of dwindling album ",I,'S,

But today' Ma,h'!~rs want original

SeeJINGLESon PilQe'll

o Reacllheslocyon ' ,4

Fron what'supwijh"ldonosleuthing out "CSJ" towhy youwalchwhenyou watch. Ad Ageanseecs yourfallTV questions.

YOUR FRIDAY-NIGHT DATE:THE TV SET

o

""' - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -A

~.

-'~

2 Septembe r 6, 2010 I Adver!isinQ Age

INSIDE THIS ISSUE

Yourguide tohiQhliQhtsfromAd Age andCrN tivity

IDPUJITS 'It lOMBIES?

w~h very limitedbOO)el.Popc~'s

little ljilme jumpsacross multipleplatforms tobecome testsener.

-lime gets

ID 1m IIIJ 1mUMO£) THE MOOD THE GREEM UIUGf IIlIllE DECI WHY IIlff IGMOiEYOU

I)Jr reportertags ff()mNissan's Leaf DarrylOM argues Want 10mow whyalongalooeof toBMW's t.Iel)ac ity, lhal lhe capabilities censurers ilJOQ(e~nda i's a look attheefforts tlec kis asovensed you? David GfrelakUncensored drivil'M) tOffiilrketthelatest as~ is useless in says ~'s becauseeventscaptairled by crop ottteeeerest reeueeess you don't considerJacktdortoo. '0; pitches. their interests,

years of neglectWithout marketinginvestment,No. 2carbonated-bcvcmgccatcgoryhas lost marketshare,volume

BRANDS WE'D UKE TO SEE MORE OF

lAB

Marketingefforts focus on loyal usersandrequireutnemvestmeot, for example, last veer. il sentb'eroed BrewB60 kits to bloQgers meoveoce 01fathe r's Day. Thebrandranks erorcnetco 25catbonatedso1l (!rinks, at number 2t.

o;stritluted oationally,thisgrapefruitsoda is aduallypreparing fora "biq marketing push," accord ing te espokeswoman.LaullChing before theendof treyear:, it will illClLtde radio ercoot-or-rore on theWest tcest.es wejl asa ccrpackaging partnershipwith Jose Cuervo. Apackaging redesign eetsoplanr.ed.The brandranksamongtretcczscarbonatedsott drinks, at number 25.

MUG ROOI BEER

OWNER: rereccLAUNCHED: Early I9SOs

ThoughTabwasthe company's first SUQar-free cola,its decline beganwith the mtronctoo 01 Diet Cokein1982. Loyalistscan still find Tabinselectmarkets­oneof oureditorsrecentlysnagqedoneat a Stop&Shop in New Jersey-thouQhthere resrrt beenanymarketing behind the brandsincefheearly199Os.

OWllER: cccecceLAUNCHED: 1963

SOUIRIOWNER: Dr Pepper 50appleGroupLAUNCHED: 1938

Orig inallya die!. grapefruil'flavored soda,it nowcomes inflavors rangingfromblackcherryto citruslime to peach.The last marketingeffort behind thebrandwas in 2005,whenrresce receivedamakeover, involving newpackaging graphics. Atthe time,marketing fromCampbell- Mithunpositioned the brandas a "un>Quelysophistcater'so1ldrink.

fREseA

OWMER: cccecoelAUNCHED:1963

MELLO YELLO

DWllEt Coca-CoraLl.UMClIED:1979

The txendhasn't beenadvertised since treeerfv199Os, bul in December, Mull.Portlandwas brOUQhtonboard. This summernew retropackaging tecenhilt ing~ves,arid out-(If-home. radio arid digital adsare on tap.Distribution isalsobeingexpanded fromtheMK:fwest andSoutheast to the Northwestandnotreest,

FRESCA

It'sbeenyears socecooscrers haveseenmuchmarket ing lromirelemon-lime brands.Likewise, venerable brandsseen as rresce MUQ RootBeer andTabhaveskirted most consumers' radarslor aWhile.Realist kally. these brandswon'l be t-e feo;:ipients ofmajor marketing

fundS anyt imesoon-trcecnMello veuceod Squirtareactually poised toreo;:er.re some alleotion-tlut thatcan'tstop usfromhoping.

• BY NATAUE ZMUDA rtlmud3'@~Hom

See UMON UMEOIl Page 20

IT tv RNS O UT Tu n ifyou ~1J~h markt­ing. you hurt "11.'S,

For y,"'n: k~non-lime soda. have Iall"gui"h,'<l while cob line extension" andemerging calegories ~uch a~ energydrinks and enhanced waters twk pnw­d""CI', Now, Sier", Mi~!, lUI' and Spriteare all poised to bendit from an influx ofmarketing dot!an: a~ their owrwn: ""h I<>

prop up the second-la rgest ca rbonated­sofr-dnnk Cltl'gl'ry and target mn~umers....ho may be sU><l.'!'tible to a soda that at1m>! ",-,,-ms lightl"- and healthier.

Since2005, marlu."ling inv,;,;tment hasdwindled for Sprite and Sieml Mist, thl'No 1 and No. 2 sodas in the CltC'gOry,n.'Sp<uivdy, E.1ch brand slashed mens­urcd m,'<lia ~p<'Ilding by about 80%. [n'uin. Coot-Cola's Sprite Sl"'nt ju"t 58.6million, while PepsiCo'~ Sierra :viiS!sl"'nt $9,4 miltiun, am,rJing til K~mJr:vI,-.,jia. That =k,'S it • pour "'-umdcousin to 001.1; In 200'l, brand Cokespent$2.>4 million, while P'l"i nwived $136million in mea sured media. alUlnJing toAd Ag..'~ 100 Leading NationalAdvcrnscrs report.

And a~ ~!,,'Ilding dlui nl..t, the lemon­lime category, which a'Ulunt5 for mugh­Iy 10% uf the $74 billioncamonatl-.,j ~oft ­

drink marlu."l, has grJdually lost marh"lshare and voluml', Ir shed 160 milliunCl:;CS bet....wn 2fXXl and 2OJ9, according10 lk""''TJ,,'I' Di".....t .

"A,'"ITI» the ,"'tc'gOry, in....'Slment h.1dd.:dinl'<l signifiamtly, It's a function ofmirroring what comp<'liton: arc doing

Growth market as progressive schools push green agendaGreen\\hrks,Seventh Generationand otherscrop upon students' supply lists

• BYJACKNEFF jrlf.'fl@adaqecom

W il EN STUI>J: NTS ARRIVll) at PS 107 inB",uklyn's r~rk Slupl' neighborhmdthi~ year, their parent~ WI.' ...... a~h'<l topnwide a "tridosan -fre...'" liquid handsoap, citing ~u~pici,m~ the anri-ht,~erial

~'1'nt found in many such soaps is an"cnd''''rine di~ruplOr." Rather than"regular disin fccmnr wip<'S" from thelike'S of C1"mx or Ly",,1 with a h,,~t ofwhat the schoolcalls "burrnful bi",id,'S,N

the k'lter ~ullb"''Sts !lrl'l.'Il'''- {)pti(ln~ fmmCrccn Works (another ClofOx brand) or

S,:venth Generation.AI",,, on the lis!, 5O' t1t by the ugn.'I'n

commitlc'l''' of the Parem/Tea,h,rAssociation, Me fragrance-ftl'\.' babywip<'S, I"'n~ with water-based ink, "lowodor" dry-eras<' markers and Elmer glue>licks. which it >aid "dcm'( amta in hanll­ful ingn.'<lients,"

While it'~ a rebtively new tn.'Ild forstudents to be asked to contribute clean­ing ~upplil'S in addition to the u~ual n<>ll~

books aod I"'txils, it' s an even newertrend for di~tri<1~ to be picky about thebrands. While Park Slope may be ahead

of the national curve in gn.'CIl scnsibili­tic'S, the concerns of its "gn'l.'tt cmllmit­tw " don't appear to be isobtc'<l. Someothl'T N,'w Y"rk public sch,x,l", joinl'l!under the banner ofGrecn Sch(x~s NYCand the national GTI.'I'tt Schools All~1 no.'

Ia~t year b...,&,n On." lating a liS! of gn....'Ilsuppli,'S,

Picking up on gmwing inten.'St inschools, Seventh Ccncration has market­cd around back-to-school time thi~ ye"r.I\ S part of lliat, it commissioned a study

See GREEMSUPPl[ES 1)11 Page 22

TEENS TURNING GREEN: The Ssn Francisco-area studentgroup is workinq OIlan -ecCl"jaMoria[ coseret of eco-frieOOly producls schools can stock.

Scan: worldmags®Scan: worldmags®

Ad,e rt;s ir><j Age ISeptemoor 6. 20tO 3

Will PRIVATE BKBOOST MARKETING?

C .,,_f__-

SOO\cripliQ<1 &~"'llt cwy salts H88-288-S900MYertilflQ (212) 21CHlZ46,c,"",til'O HOO-24&1299

lib.-M'j """"'"' (312)649-5329

Nu n OfrtCES:I¥wYori. (212)210-0I0O,

Chic""" (312) I'>l9-52OO,london~ (01794-1ZH 161

The$4 billion select Burger Kinq to3G Ca~tal Managemen last wee!<ooeso1 rreen IIip forMeDonald'scosncoesthe No.1burgerchain.But itcreseots aoopportunitytosteal backat leastsoreot tre ve-eceoed in tre pest coup;eof years10theGolden arcreseswell asrest­feeders like Wendy's,SubWayandDomino's.Provided 3Gplays itscards right. the rrove tcteeetrechain privateJorthesecond timethisdecade (and for double treamouot atrioor privateequity investorspaidfor BK in20(2) could ailow BK'smanagement aodfranchisees10

stcorrettor aboutWallStreet andtocosco innovat ive jYodoxtofJe.-inqs andoegver moreertecevemarke\inq, restaurantanalystssay.

ns imagestill bruised bydrrvercomplaints atcot unintendedaccelerafionToyota DMsion hasde<:idedtore,amp~smarkel inq

messeoeand shift thefocus fosafelyina bigway,topexecutives saidlastweek. Toyola MotorSaiesU'sA'soverallsales lell34%ioAugustaodaredown 1% for theye<J(. E~ecutives

ildm~ thaiconsumers havedoubtsabout thesaJetyandQU<lI~y 01 Teyotavehicles. sorreautoreker isp1anninqanad blitztocounter that ceceotco."Whaf we'redea'nq w~h s aperception issue.andbrandperceptionsarenotbrandreeees,'saidBobearter. ToyotaDMsiongeneta111\ilt\ilQ!!1'.

~ ""'.001

TOYOTA TO PUSHSAFETY IN AD BLITZ

U l'lt tNT5: rorre~i"t>of~i"1 'ncloot.,".,tk It>. <OOI"t ll'rlghl'. R....mt.atHm~ or saltl~r'lhlsr.pr i"lS.com

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CONTACT AD AGE

rte oterraadministlcltion'srresseces-byIengthy,all­erccmpassingand rercorcesp><y","",suchasheallh­care reformandtreeoewdebate, that sucktreccoeooctotthenation'spolitics.

o formoreoohowtile ecooomv isaffectiOQ Adland,see AtIAQi!.COll

HOT SO NEUTRALJudy Shapiroargues thatwhile lhere'sa whole lot ofrighleous indignatiOn (We(

thesubject. the ideaofnetneutrality steseo ona

mvt'~ AdAqe.a.ltilJl.1IOl!lt

Oil WITH EWAHICKGMs~Ewan(k offe~

detailsabout hismarketiOQ plansQOiOQforward.They iocltxlemore bl"and stcoes andfewersales frenzies,

e AdAge.co-

th"t could hew been delivered at anytime in his p«'Sidency.

It's a faet that Oooma inhe'rilexl theworst l'('(lOomy since the G",alD.:pn.'Ssion and there's no quid.. ore"'sy way out, Bur it's stunning howhe's stnlggled to articulate a clear pathtoward Tl,(,()wry and a sustainablefutul<', "'SIJ'.'cially when one considersthe communications prowe'Ss heshow..'" as a candidate.

The admimseranon's m''SS.1g<.' onthe mosl importa'" issue to "lters hasgotten lost. smothered by lengthy, all­<'llmmpassing and ranmrous policypushes. such as health-care reform andthe energy d<-rule, that suck the oxy­w:n out of the nation's politics, And ontop of that stratl'gic choin.' to work anag<.'1lda in the administration's firstyear instmd of focus, as Pn'Sid''llt BillClintondid ill his first year,on jobc.-.:-­mion, rh... Oooma administration h.1Sfound it difficult to e'xplain what it'sdone' or where it's w,ing.

"When you'", the pn'Sident, 1J'."'Plewant to hear nbout rhe road ahead andwhe", we'", going fmm here," saidDon Ba,'r, Burson -MarstellerWorldwide "in.' chairman and formerWhit,' HouS<.' rommunil"ations din.'<:1otonder P"",ident Clinton, "They w"ntto know: This is how we build a

See OBAMAon PaQe 23

The UniversityofKemuckyhasplaoledQiaot.wcooenpalmers-liketile tabs inFacebook Places-oo ascampustoencwaqestudents tocheck in. Why?

~ AdAge .cGII/adajes

STUOEHT CHECK-IH

BACK IN JUN t . the Ooomaadministra­tion declared thaIa "summer of ro.:rn:­ery" w~s at hand assomeconstructionpmje'<:1s fundexl by the stimulus billfXlS"xI 19 months Ixfure' fin.111y gOlunderway. He end..xl the summer on adarker rotc. in a prime-time addressfmm the 0.'.11 Offin.' thaI uS<.xl 50megrim rhetoric to describe the state ofIhe e'('(",omy.

Hm-;nt-in properly sober fashionand sa ns flight suil--<:ledaro:l the warinlraq ov..'t, Burack Obama indicated ashift to the <'<unomyas hisn.'ntral issue,n.lcrencing a "time of great unCl'rtain­Iy," a "klOg and painful "-'C<'SSioo," l"-...'llsU&,"'5ting "a futureofbsting IJ'.\IOC andklOg-rerm pm5periry m~y seemIxymdour n.\lCh" As for how to n.'gain thaIprusp..'Jity, he pointlxl out w" n<...-d '"end d...,,,,nJ..'llo.' Oil niL ineT<.\Isc exports,jom!",mn innovmi,m. and improve th...edOClt;on syste~n

Thc Am,'ri"," public, faced ,,;thne'giltivc indicalors on Ihe unemploy­mml and housing fronts. not to men­li,m th... stock indi=, n,,""-'" a mnfi­dC'nl'l~-impiring bluopnnr. Instead.fmm P"",id<'llt Oooma. il got a grimportrait of the e'COnOinic landscal'" £01­low\.xl by a mte recitation of non-spe­cific and familiar-sounding solutions

Not-50-smooth talking:Obama mangles message

• BYMATTHEW CRU MER<lddgffilit~.com

when it comes toeconomy,AdAge's Market erof thc'rearlackscommunicationsprowess hehada..candidate

Holding cos. cleanhouse, consolidateagencies to gainefficiency, scaleImproved businessoutlookcreatesideal time toevaluateportfolios;moretocome

Blockbuster isrolling outinteresting adsinleslmanets, Millecompanymav runoul ofmoneyand time befOfe ithas chance to work.

MORE ON AOAGUOM

'nus Sl;MMrR, ag~ncy holding compa­nics kept busy with a bit of housekeep­IIlg.

Omnicom Group, wrr, lntcrpublicGroup of C,I!' . and MDC Partners in thepast few months hcve ull strccmhncdthe numbo"r of indi,iduJI shop' andagency offi~ siUing uncl..-, the ,."meumbrdla-sWl..,ping und,',-perf",mingenliti,'S under their stronger siblingsand combining "!\"ncil-'; 10 create scaleand expand g'~Jg",phic footprint . Andit's nol OVI'T: <-'"Eo,; of these mmp.1niesand observc-'" say there's more to romethis y<.'ar.

Why now? #[f it's nO! dear it's a rbl­form you want to haw, " it's a gond tim"to decide til eliminale thO! pmperty, saidone analyst whocovers the SP.lCC and didnot wish til be named. Ill' nm<'" thatbecause business is rebounding, the tim­ing might lx, linhxl to holding compa­nie'5 "1\............·aluating what the right num­ber of operating units a,,-' and the' [whatthe right amount of) scale is to servelatb'" diems."

wpp and Inte''Public de,<;line-d tocomment. and Omnicom could not bereache"'. But a number of scnior indus­try ex<'<"Utiv,'5 sUAA''St,x110 Ad Ag" thetiming of such mOVe'5 is linhxl at leastfXlnly to the' ,'COnomy. A, the industryclimbs out of last years de"'p ""-"'S­

sion-ecnd tries to avoid slipping into adouble dip ("'-'" rdatexl story, P. 1)-­egcncics haw seen the Ix,""fits of beingmoT<.' effici<,nt.

After ye\lrs of sagging peMonnann.'from its~",ncy.(\)m brand. Omnia"" inJuly finally announC\.xI it was oollap,;ingth.. ChiGlgo offiCl' of rh.. digiml a!\"ncyinto E-Graphic, Worldwide, TIlWA'sglob.11 production scrvi= arm. It'sunderstood that AgeneyeTlIll OUlt"lStsglobally will fall into the TIlWA n<'tworkdown the rnad.

Also this summer; the' ""rid's larh"'Stholding OOlllpany, WPP, merge'" "''' ofits health-care wntun.'S. Cormronf-lcehhand Ogilvy Ilmlthworld. Thar create'"what Ad Age's l\1taCcntet ronks as theworld's third-largt.'5t hmlth-Gll<' a!\"ocyn..'tWOrk, giving Conunonf-lcalth, which

See HClLDUIGCOMPAlUES on paqe 22

100 LATE 10 HELP

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II

GDIMG Wirtl 'GLEE':

Foxis counting onmore pitch­perfect successltom ~sEnmy­

winning dramedy.

See rm tv 011 Page Zl

cnccs that onec flocked to now--eancelcxlsc"';al, like ABC's "L." t" and Fox's N24.N

In an erawhere m'lSt foI ks sc",m to prefer",ul 01' hou r-long pf<lCl'<lurnl dramasthat wrap their plodinc'S "ithin 4O--<Jddminute'S (the' r csr of the' timc i. for com­m~'TCials~ NBC's gamble is an intrif,'Uingone. nyou·1l.' curious: Onc ''f'iSlxk for"The E""nt" fmtun'S a riveting im"!,'C ofa Ionc pilot ina small pla",' about m makea bc",line for the pn'Sidc'llt of the Unitc-dStat", a. he tries to hunk...r down in hisofficial caT.

~ Howwil lc:l'larqes affect CBS's "CSI"

~ franchise?

This trio of p"'gram, "''TTlain' a reliableperfonner for CBS, but the' Ill'tWOfk h;)sm",,-x1 nV<:l of rh... shows-"CSl Miami"

~ and "CSI: Nc'W York"--{O nl'W night>.~ Smrting in the' fall "Miami" move'S to~ Sundays fmm Mondays while #Nl'W

York" mo",,,,, to Fridays fromWdnesdays. Meanwhile, "CSI,N still aIt'll program withcnvablc raring>. isgc'l­ting on in ymrs. A risk? CBS eXl'ruti\lC'Shave said th''Y're ",ing NCSI"'s fl'lflUlari­ty w ,hore up ",her night>.

Do we like to wateh TV on Fridays?

For ""my years, Friday ha. been thenight on which nern'orb positionl-dundc-rpt."rfonning programs or a plac'\' to,rick sht",'S ner..",ks b<.'lil"'-'Il w<.'TI' ontheir last Ie'g>. Why? Well, everylxJdyw~s "",,-king f<>r till' w<.'Ch'11d so the'Ywe""''l1't at h,,,ne watching TV whm itfinally carne aruund,The'Sl'<bys. m.lnyofus fl",l luck" if we can afford a flu -SCTl'<-'IlTV and a rnbl,' l-Kxlk"p. And "",'re stay­ing home to w"tch thr>sc thingson whimwe ,pmt so mum moncy.

With that in mind many big nc'T­works are lomling up Friday with highc'T­quality fare, whl'Ther th.lt', a "'I' dramastar ring Tom Selleck (CBS's "Blue

fRESHMAN CLJSS:This seasotfscropofnew prcqramsincludes (fromlopjrox's"LooeSlar: CW's"Helical>."NBCs"The Event" aodCBS'snoslalgiC"H~wai i five-{l:

Do TVviewers st ili have II yen for complex"flliqm;ll" $hawS that require them to

watch everyeplsode with IiQorousattention?

NBC will find out soonerthan m ost. ThenenV<lTk srill in the midst of trying to

right it> ratings "",..-s, is launching a one­h",,, drama calk'll "The EVl'1ltNth.lt itsexecutives believe wi ll attract those audi-

nontradition,,1 f".hion, it h". be....",neelmr t<> m.lny in the indu,try that relyingon g""d old Nic!sen mtings----Tl'gUlar orcomrncmal-cdocs n·t always .how till'full range of who's watching shows suchas "Cossip GinN or NLife Uncxp<'Ct<.x1."

Ad""rti...'T inten'St in the CVV's mm­bincd pack"b'C w~s Ntl'\'me'ndouslyTlX'Ci,,--d" during the upfmnt. said RobTu(k ex..." vfvncevork sales at the OV,and the net"mk has Nmntinuc-d W h"v"the same success in the fourth-quarterscatter marh'TpI,.,l;. " Now the ~'Cr

question: Ifedvcrtiscrs want moreof thisflllm the CV\I, willthl'" sc",k it flllmorheroutlets'

Is soc.,1med., doi llQ anythillQ for TV?

Wc·fl' nor .un.'. The'Tl' h.1W lx'Cn someintriguing experiml'1lt> in the past year,including Fox's effort to run an on-SCTl'<.'11fc....-d of Twitter c~"nmentary duringe'f'iSlxl,'S of NGlcv" and "Fringt',N andNBC's TlX'Cnt inC'Olplmtion of rn,-,<-'TSduring it> broedcasr of thc Emmy award>.

Our take is th"t TV appmrs to b<.'doing more f'lT Twittl'T. Faccb ook endorhe'T social -mc.,j ~l venUl'S than the,.. aredoing fot TV programs. all hype uboutsocial bUl.z gmeraring highc'T rarillb'S forTV showsa,ide. People love to chat aboutthe'ir fa'''rite ,hows, but the,.. may notlove sc'(ing that samechat aC'TflS6the bot­mm of the' SCTl'Cn while' watching thosesame crnne'llil'S and dram;)s. Li!<c'Wi....,wh.lt Sllulllis funny on Twitter (If in anupd.1lC may fall flat when Ix~ng j"mmdinw a he' awards-showbnadcasr.

Will Fox's "American Idol" continueas

rvspowertlouseshow?

Yc:>-for now. The ,how i, ,rill 'U('('CSl;­

fut but it is agi ng, and lingering qwstions"ver the Iinl'Up "f judge'S for next sc';]sonan'-fl't helping the n<'(work make it> C.I"".

You can . riUcxpcu N I<~ ,I" w bring in the'ma>S<.'S, but the show has lost smnesteam. Fox dm rly wants to h'<.'P st"kingit> fi .....'S until it C.ln dc'lennine h'Il\' suc"ccssful dl'parrexl h",t Simon Cm"dl's NXFae,,,r" will b<.' in the fall of 201 t---Qndfl"rh~p> lx'Yond.

Ad Age fl ipsthroughthenetworks' biggest issues,shake-upsand challenges

Will CW's exper'.,K'lot withmlxlnq online

view s and TV ratlnqs~In traction?

If. l'11ri tcly p ossible. Thc network hasbc'gUn offeringadvertisers pack.lh'l'S of adinventory across TV airings and online,tn';]ms of it> pmgram,. As me,re fa nschorl\iC lO waten f"wlrite progmms in a

WorldMal!S® - Dil!ifal Mal!azines

GET KEA"" IUR a barrage of promotionsfor nl'W fall TV pn'b'ffims. BIIt wh~t'sgoing on behind the scenes might be justas worth wmching, Though it m.ly still"'''-'1n like summer, the CV\I is s"t thiswe",k to b ll",h seasons of "';fj2 lONandstart programs sum as "Hellcats." NBCispreparing to open what it hop...'S"ill lx aIll'W mapter " i th lnu.zeci-at-lUt programsinduding "Th" Event" andNUmlem lV<.'T'S." CBS i, at- lUt to mil outsomeof thc'most-anticipated programs ofthe sc';]son, including J n'vamp ofNHawaii Fivc-O" and a saucily-tirll'll .it­COm ",Ue'll "$II'! My Dad 5.1YS." Fox ha,it> ey e on a "Dalb sN-style oil-and-om­man dram.l ",Illxl "Lonc Smr,N

Underneath aU the hmpb, however,smnd any number of imri!,>uing chal­lenb'l'S the TV networks must faCl;, somelI'lo>'<.'The'T, s ome on thei r ,,,,n. What all.'they' Below. Ac! A<,'C teUs you what to

watch out fora>rhc 201~2011 TV sea songl'TS out of the St.llting blocks.

Drama! Intrigue! celebrity! What youshould know about the fall TV season

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• BY KUNU~ PATEL kpat~.oom

4 Septembe r 6. 2010 IAdvertisinQ Age

WIllI THE'foUl ILY':

COO::killlJ in10"MlXlefn r~milv"

has its privileQes.

Newloyaltyappsprovingtobe awin-win for 'IVviewersand networks

YOU CAS NOW che'Ck in I<> TV ,howshk,.' vou am to vour corner bar. Butwhm;, a chl'Ck-in' worth I<> networks ifthey am't send viewers buy one, h'Ct onefree happy-h"ur sp<'Cials?

The new b.........-d of che'Ck-in al'ps aimI<> rakc th... b<.'havi"r madc pupular byFoursquarl""""':n ,hart, tapping a butlnnto say, "I'm he'I'\'N_ to cnt,'rtainml'l1tpmpenil'S like TV ,how,. movi", andcvcn books, Just likc location apps, thclist of chl'Ck-in start-ups for mntent isalready long; Miso, Philo, Starling andGerClue have ' n.lgf,'lxl dc';]ls with mceliacompanies a. a means to cross-promote,build brand, and reward loyal vil",·ers.

CerCloo. which report. 200,(0.) totalchl'Ck-in' per day, will be launching aprogram with Fox where the network

will pmmotc newseries to "ic'Wers ofits cxisting shows.Vil""ers that che'Ck­in to thc popularseries NG!ce" willge't notiU'S on itsnew mmedy

n~.~·--- ' Nl\aising Hopc.Nwhile "iewers ofNB<lIlC'S" will gcr analert on the newdrama " Lone Star,NWhen fans che'Ck inand unlock stickers(an inecntive e'qui,,­

aknt to Foursquare's badge) for existingshows, ehcy am "am an additional stick­er for watchinga traikr for a ne'W seric'S.

The'Sl' appsarc also shaping into loy­alty programs where networks cann.'Ward rhcir sup<'T fans. "Chl'Cking in isa rep<'Titivc b<.'havior that demonstratl'Scontinuity." said Alcx lskold, G,'TGlucfounder-CEO. " I em like 'True Blood'on Feccb ook or [ ran chcx.k in to 'TrucBhxl' every Sunday night, religiously.It demonstrates I'm a bcrrcr fan that just'Oml~lIle who Lih'S."

HEO has usc-d C.erGlue more thaoOlhe'r 'ervia.'S that it's tl'Stlxl, includingTunerfish and Clicker.co'n. lts chc'Ck-inprograms, for shows such as"Entourage" and "Hung," are primarilyh.,dgc-bas,..,<l and focus on I'\'wardingchc'Ck-in b<.'hav;or or watching at a ecr­mintimc.

"Rewarding brand ambassadors is ake'y rompom'nt of our social-mediastra,,-'gy and this isone way wedo that,N

said 5.lbrina Caluori, HBO director­markc'Ting and social mc-dia. "Rewardscan be as . implc as holding som<'!".x1yup in an cxahl-d po' ition nr re-rn·""tingfrom the official 'Trw Blood' Twitter

See IY CHlCl-IMS on PaQe Zl

Checkinbefore youcheckoutthat show

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6 September 6. 2010 IAdvertisinQ Aqe

PopCap'sviral gamecontinuesto rack updownloadsacrossplatforms despitea marketingbudgetof$35,000

'Plants vs. Zombies'menace spreadsthrough populace

nm giving tm much away," Mr, Rmholtzsaid. "Th<'n' hove nc"" been over 5 mil­lion vil,\-,{<; of 'Z<,mhie'S on my Lawn.' Itwas viral out of the gate.N

The fil'S1 game bOWl'<:l in />-by 2(X)9,foIl'lV>'e"j by n'1ail PC and MacVI.'l'Sions inAu;,'U>l th.1t y..-ar, thm the iPhone appinFcbroary and ipad aPl' in April. But Mr.R'>lholz said itonly nx"" 30 Ibys from thl.'initialbunm for PopCap 1O"''C ithada hit,and tIllx'gin planning fur mhl'T plmfonns.

Many fans havehelpt."j the cau.., withsp<mmnl'OUS and enthusmsnc promotionof the game. Ae"!nl'S loel McHale andOliver Plath 3pp<.':In'<:l se".,rmdyon "lateNight "ilh Jimmy FalionNwithin 1\lCCk.of ..'Jch O1h..'T end both confes sed addic­tion, to I\·Znn the iPad. A .mall alllagc'industry of hon1C""atlc go:"'s hassprungup on the inteJn<.'! hum atti,t,;' paintings,...-ulptun'S ;",d plushie., of the cberectcrs11> hand-p.1int<"j T-.him and cwamicbwn omam<'flts, Fans have knit PVZ' ''''-'ilters. rn.-atd thl~rowng,,'\'lingennisandbaked PvZ birthday cak..'S.

C"'iltiVl.' marketing. howl'VI.'T, a mtin­ue'S, Wilh things like Z<lInbie~handwrillen

invill'S11> 3 parry pnmi..'TI.' in spring. andPvZ 7.ombie bn-akd.1occl'S at the elllranocIII E3 this past luOl', (A Ix ~>lh was r ooexpt.'fl.ive for the mark<'ling budge'!. )

POpC1p has also branched out illlntraditional adverti.ing, with ads for theXbox game" in magazine" incl udingWi""j and PCWorld, andwill do in-storeretail marketing with channel partners.

A, for that initial 535,0))1 It was mOll'than <.'"I1ough for launch. Mr. Rotholt'"said he thinks his lmm Imly "pt.'fll about522,{(1), Nincluding the"ineNto toost its, um 'SS.

,'l;nne. I <.mIkin't fll'1 the~n to w'll pbying.or coming up with all kind, of ide-a•."

But the fe'eling wasn 't echoedlhroughout the company. In f3et, I\'Zwas seen as a bit too diffcn:nt, a bit too,~td e~pt.uati,m. ""0' initi3Uylow, hencelhe small all",;:.uio" for mark'!in!\-

So Ix'gan the [n,<it,'l.'t markc'ling. rvzlaunche-d with a sile lakover ofrOpC1p.CIlm on April t 2009, which ge'll­<'T:ltl'<:l pn'S, aboul wh<'!h<'T it was a jokeor not 3nd continued with rrorc onlineamle'fll, including vide~)';, lo th of lhegame and an origin31 >r'<lOfy Zombielemp offi"-"",,,,,ker ..,tie'S; a "Z<xnbatar"that zornbic-iz..'<:1 users' pmfi1e pictures,and the po,ting of the NZ<>mbi<'S on Yourlawn" original song3nd \'Kko that is thepayoff fur winning lhe game.

NWe hadtn amviocc C>\-wge [Fan. the&1mem-awr] that it wa~ 3gOldmov\.' and

BRAIN POWERPvZisheadingtoXbox 360.Xbol LiveArcade aoo NinlendoOS.

bee diddsdoscthat when the f\·Z il'honeapp debut<"j in F,obruary, it ,old 3lX),{O)

mpie'S to roke- in 51 million in just nined1YS, .etting an App Store n",,,,l ar thetime. Last W<.'\-k. thegame was still No. 20intheiI'h<me App Ston'.Tho' iPad I\·Z 3ppW3S, and still is, f"'lun'<:l OIl iPJd demounit,; in 3113000fApple's n't.1il stun'S, saidPopC.ap VP-Marketing IX'fl Rorho,ltz.

UniqUl' content. positiVI.' word-of­mOUlh and l",i,h In<.'<:Iia rovcro,,'" of lhegam.., has been behind it,; succes s. 1M soha, "xne rn.-ative markc'ling__n>aliveinpart out of necessity. because the initi31marh'ling budg..'! WJ<; only 535,O:Xl.

"This game was the ultimate gift amark,'ling "'-l"'rtrnmt ((luld ge'!, N Mr.Rothol17. said. "It's an ultra-high qualitygam<' that's ina..'<:Iibly fun and ha,extn'lne kvel. of dl-,pth.. .. My markr.'1­ing del"'rtrnl'fll was smittm with lhe

• BV BeTH SNVDER BUUK bbu lik~Hom

Nf.Vf~ UN ll f ~ f STI "' .\TE Til E P<'w<''T ofznmbie'. Inthi, case, pbnt,;3nd znmbi<'S.

"Plant> \IS. Zombk'S,N with its unusu­31 ((lmbiMtion of pt.'<l-~h,x>ling pl3nt,;3nd n01-lrlO-SClry cntorm zombie'S, h3sqllidJy b ecom e a hug<' hit for rasualgame publisher PopC.ap--<md it's aboutto go biAA,'r.

The quirky Slral<'b'Y challeng<' lhalIx'gan as a downloedablc PC game "illbunm as an Xbox .'Wl l<'1ail game andXbox Live ArruJ..' downloedablc gamethis momh, and will be available forNintcndo OSearly next Y<."\lr.

PopCap, whim also make'S IX,<,\",-~,'<i

:;aid r"z is the faSl<'St -seiling game in themmpany's hi,tory, ""ith toml, "in themillions of unit>" acro!'6 all plalfoOTIs.PopCap,,~ mumon Sf'-'(j~csak'S ~gun'S,

SONY'S PSP USES SMART ALECK TO LAY THE HURT ON SMARTPHONESYoungMarcus Rivers is the faceofawinningefforttoattract 12-to-14-year-olds

• BV BeTH SNYDERBUliK bbul ik~com

""'ARCUS oov'r PLAY T1IAr.N That'.

Marcus Rivers, Sony PlaySteuon's,mack-lalking fmm man for its hand­held PSI' de\'ioc, n:fcrring to mobile­phonegaml'S,

In online videus and TV ad., the1<.'<'Jt.1O'I' M3tcu. or anmh..'T actor holds aniI'h<me up to the camera and lhen pro­reeds to blast appgam..'S. Marcusallis rh..,Wa'le·ba,ket game app, for example," ridicu~lU.,N adding. Nit should1 beencalle'<:l W;l.tin' my thn'C minUle'S cuz I'llne'VI.'T ,,'l'1 thnt time beck-c-or wastin' myma0l.1" h.1rd-mme'<:l money." Inancllhl.'r,he d erides the gamo NH,~d [tN by saying."Allyoudo i, h(~d thisbutton for a, longas you can because that'. your punish­mmt for Ix~n' dumb l'fl,,,,gh to buy thisgameU And in ancliher he' bcshcs thephoneir>d f"ilh:"ThaIain'! builtfur big­boy g;lme'S, lhar's built for texting yourgmndm3 and allling your girl."

The tagline for the dfort i. NSt..'p UpYmlrG.1me," andthat'sjo~t what Sony i~

hoping lhe marh'!ing will do for PSI', a~m!,'Stand ing No. 2 in the tmdition31handheld gaming marh'! to its mainCIlrl1p<.'litnr, Nintcndo OS. Th..-re hawIx'\'fl mon: than 17 million PSI'<; and 43million OSunit,; sold to ,l111', alUlrdingtoNPlJGmup.

But ..'ven more pll.'SSing is the ((lmpt.~

titinn Stmyand Nim,'fl'lo bmh fae"" fmmthe mobilc~phone mar"''1, particularlyApple. L1st y<-ar, iPhon<' OS gaml'Sgrablx'<:l a 19% slum: of t0131 portabk

,'l;Hn..'S ",!tware n'"Ve'flue', up fonn 5% in2{)l8--mo,t1yallhe <'»pen..,of lhe lradi­tional hand-hI.'kls.PSI' fen from 3 20% to11% ~h3n' of",!twa", o.'VI.'Ooe, while OSd",l'p,,'<:I from 75% to 70%, ascakularcdby 3pp analyst finn Flurry. "In themobile-phone 'pae"", the bt&,'l'St compt.'li­tir:m i. fnr time and mon..y Everytmene'\-.:I. a mobile phone (bUl) a gamemachine is a luxury. On II'll of tlull. theprio.'S fur mobile-phone game'S arc wrych"'lp; S'I.'l'l would be3 pnmium game­lhcre i. 0l.1jormmp..'!ition for mnsuJn<.'Ttime' and money JcrIlSS all platfo"ns,"said DavidCole, analysl DFC Intellih'l'floc,"They need to beworried about any com­pt.'ling d<'vice fur am,umer time andmnney--phones, irad comp..'1ing mol~1e

NOT PUYING AROUNOSince SonV's latestPSP campaignwithtrash--talkinq MarcusRivers lplaVedby­voung~orBobb 'eJ.

Thompson) began inmid-June.sales torthe hand-held gamingdeviCe have climbed20% each week,

de'vio.'S, console systems etc."Stmyi. hoping Marcus' fo.'Sh faocand

smaTl-aIc-.:k eteeudc will alllJl-':Il to itsn'\i",,-d 131b"-'! 3udieocc of 12-w-l4-y..-ar­old., Re'SCann last year sh"",c"jStmythatits 3udimCl' h,1d gottm young quidJY'frnn an awl1lf,'I' J.f,'I' nf 28 when the PSI'bunchl'll in 2005 down w the mid-teenage'S by 2009, said John Koller, din'l"1or­hardware mark.'ling at Sony Comput..'TEntertainment America.

"WI'Silw the [mw lprimeWlb'l'1 as 12­1O-I4-ymr-olds who areh'Taduating f"xndevices likethe OSand1'VI.'Jt th..' Leapsrcr.but before theyre getting inm mn",legaming or ca rrying .1oartphon<'S,u hesaid, "We ,,-ally want<"j ",",<,,"e aspira­tional for them, .. . We came up with

Marcus RiveT<;, a knc,w-it-all PSI'gamerwho's paSSiONlW about the brand andabout why the PSI' i, bett<'T for&1ming.N

"[ thought Sony rnedc a mistake innm mrg<'!ing that 12-to-14-year-oldaudience ,...rlyon," said Mr. Cole."The""are WnSUmeT<; I'K,king for a mobile"'-"iCl', and inmany cases th..')' don't havemobile pho>nl'S or h3w "'-'I)' n.'Stricn\tmobile phone'S. So, ~"'S, it loah'S ..,n.."(OOt) the qU<.'Stir:m is, are they I<K, l1te?"

St, far, the adsan: working. ao;ordingto Mr. Kolb, who noted Ih31 the rate of';'1b ,inc.." lhe campaign 1x'b'Un in mid­lum' h,1V1.' dnnbcd 20% higher eachI,,-'Ck P1.1nning fur mon: Marcus ads i.alrc...dy und er way,

Along "ilh thl.' nlW ,poke'Skid, Stmyis also trying to appcc ] to youngert<'\'fl_nd th<ir parent,; who, .till ho,ldthe purse strings-with it> lune­announo."j PSI' fa,,,ritl'S, a \llllu<~1ine ofgame'S at S9.9'l ea ch. Then:are cum:ntly3lxlUt 25 title, in thr:' wlk'l"lir:m, Wilh d.1S­sics and p"'1<'Cn-friendly title'S such ;IS

"Burnout lc'b'l'nds" and "Sims,NThe PSI' campaign, creal,-d with

P1.1yS13ti<>n Jt,'l.'flcy D<.'Ursch, LA, is amostly TV me'<:lia dfon, bUI inclu"'-'S anonline vidl'U romp<m''flt and SllIO<.' onbn..,adwrtising fmruring Marcu•. The me'<:liabuy includes ahcrnoon tim" slors and'pon" and ha, h.'\'fl particularly sum'S>­ful on Vi,1rom channels sumas MTV andNick al Nile. n""" buys are a del"'mlrefor traditional PSpTV, which hadfocu sc'<:1,m1ale~nighl TV;lnd prime time w lalb"-'!the mid-20s lTO\','d ,

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....... ...meredith

On Au gust 11 , nearly 1,000 industry executives paidtr ibute to Advertisin g Age's Women to Watch at anawards lunch eon in New York City.

SpQn~Qr~d by

L U N C H E O N

•)r'

AV,xNYA O\" OTl I .. O WQ ~O

Of .... YO H

In Partn~r~h ip with

1 Honoree Kirsten Flanik,EVI' Senior Account Di rector. BBDG, Hew yoltSUlanne Beau~oin, Mars:Osher HaDerman, Malt John Osborn. aBOG: Sara Beth Shrager.Mallei Entertainment 2 Lil Sa rachekBlacker and Allison Afo'en, VP/Publ i,her, Advert~nQ AQe 3 HaRom Melissa RichardsPerson, Senior Diredor,Advertising and Promotions,Papa John'sand Oanya Proud. Senior Manager U.s. MediaRe lations, McDonald's4 Honoree OanielleParis. Director'Praduct Innovation and Development MenuManagement. and Deborah McDaniel, McDonald's 5 taurenWiener, Vice President. MeredithInlerolctiveand NancyWeber.SVP. eMD,MeredithNational Media Group 6 Dana McCol'lie: Honoree Laura McCorvie.$VP ConsumerGrowth and Shopper Markeling,Kraft Foods;Jamie OePeau,nU'CRH:AnnBil lock,AU Advisors: Leslie reichgraeber,PepsiCo 7 PeteRoper. Senior Director,Digital,Adverlisil1/j Age HOIWree Janet salis,EVP MediaSales. Mariha Stewart living Omnimedil leslieDance,Kodat:Jackie Ghed ine, ManagingDirector, Sales,AdVertisil1/j Age 8 KimMartin,President and General Manager,WEtv' Wedding Central 9 This year's honorees discuss the secrets of the irsuccess10 BACKROW(l TO R) KimMartin, President and General Manager,WEtv ,Wedding Central: Nancy Weber,SVP,CMO,Meretlith Nalional Media Group:Maureen S11llivan,SeniorViet Presidelll ofMarkeli~,""Brand, and Partnerships, AOl Christine Mau,Brand Des ign Director, Kimberty-tIar1;:Sarah RobbO'Hagan,CMO,Gatorade; Beth Waxman'Arteta,Global Business Director, JWT; Jilllel Balis,EVPMediaSales,Martha Siewari living Omnimedil KarenSauder,ManagingDirector. Chicago,DraflFCB: Joan lewis,SVPConsumer&Market Knowledge, Procter' liaaible; Melissa RictlardsPefSOfl,SeniorDirectorAdvertising and Promotions, Papa John's; laura McCorvie, SVP Consumer Growth and Shopper Marketing,Kraft Foods:Allison Arden, VP/Publ isher',Adrtftisil1/j ~pe: AbbeypaJ~~,1d ito r, AdYeffisingAge: FRONTROW (llOR) Joan Gillman,President TWC MediaSa les,Time Warner Cable:Chr ist ine Fruechte,President and CEO, Colle ' McVoy: Sa ra Ohriall,Virectllf'of R&Il. BoIInier Corp~ KdenF1aQik,EVP Sen ior Account Director,BBDD, New lOlt TaraComonte,COO!CFO, Mediabrands:liz Dolan: Dan ielle Paris, Director'Produc t lnno~ation and De~e klpmen l MenuManagement McDonald's USA:AmVCurlis'Mclntyre, SVP Marketing.DId Navy 11 Sarah landsman, Pete Brace,and Honoree Sa rah Robb O'Hagon,CMO, Gatorade ~ '

,,,'t--'~ ~

'h~~.\

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8 Septembe r 6, 2010 IAdvertisinQ Aqe WorldMags® - Digifal Magazines

Ad Age spends aday with Hyundai-yes, HyundaiOur reporter tagsalongon automakcr's Uncensoreddrivingevent and watches theconvertsroll in

HERE'S THE SETUP:Aleamcaplail1ed byJackt.Iortl)rl makesthe complicatedundertakirlQ lookdecep liv~yeasy .

----~:'.'!O:=~=::..::... """-------

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:vis. Kumpis SJ id she has ",-'Co am­

somers. at other tour StilI'S, jump out ofSonatas and d , im they were gI~ng topurchase OOl" that wry dty ,

\Nhik that didn't h, ppc'll on this day,at least not in the first few hours of thel'\ll'lll, it wos dcm that theexperil'1la.' hadsii,'lli~ellltly shifted the mindsct of someof those in a11l'lldancc,

lad, :vIorton estimates that nearly1.(X)) pc...'f'Ieanl'J1&'xl the l'\ll'llt O\fl.'T the" 'l'l"k<'lld. The Iinl'S for the test dri,,-'SweI'<.' ~Iw~ys fuJi and most uf those whodm...e the..-a1'S wel'L' ea~,'er 1O g<'l on lineforthe virkx) car and 1.t lk ~h:,ut the experi­enl'l". Copil'S of the~r vide...» ~re "'-'llt torhcm and Hyundai also cdtrs the v:i,kx>sfor. rwl it P'»t> on its Facebmk fl'~,'e .

(Soml" of the hltJgl' the'Y ~I'<.' cornpil­iog f,,~n thistour ,vill eventually b., u",-xlin future ('Orlllnercials. but for nowit isallb.,i ngp»tcxl 00 Faa.u .,k. Simibr fm taWused in prior TV spots came fmm a wrysm.11 mall Inur llyund, i did for 501'1.11.'earlier in the vcar.]

One a mple waitiog on line In ,h,.){ "vide'll said: ~Hyundai should do thismuTSl' out>ide ~n th,';r dl'Jler,hips andthl'Y """,ldsell a Ulr l'\'ery timeN

Mike, a 4O-",ml~hing Toy,){a ownerwho wa, ~Iso waiting to make a vidl'll"h:ml the ,'Xpr'Til'J1CC. ""id he is in the'markt fur a oew..-ar but h~tc'S de\llershipsand Iikr'S the "1"w-ke'Y" ~lIno"phere ofthe Un",n,,),,-xlC\ll'TIt.

Hl' said his 12-Yl""r-old Ctmry is inthe shop l'\'<.'I)' orhc'T ,wek and that thet,'St drive hejust finished is forcinghim to" '<'I,"sider his longstanding alilWana.' toToyota. "l\fter this and all the issuesToyou has had. 1am seriou,ly amside'T­ing purchasinga Hyundai n<"".N

NU~BER Of PWllWENDINGHIUNDAIUNC[NSOR[D EV[NTS 10GAl(

NLllBER{fMillS 00i~AIA DRl'IESAIMIlYIOUi SlOP

NU~BER Of C111[S IHEHIU NDAI UNCENSOi[D!DUi ISHilliNG

I!mlIN~~B£R {f H1UNOIISSOUlIN IHE UI lASllEAR

Cabrera n'Cllkd do what one excitedattendee did on the tou r Slast SlUp didandmake upa " lOg ~bout the driving experi­cnce the'Y just had.

Under fomler marketing mid loelEwanick and his No.2 Chris p,'ny. b othof whom h~ve de'GImpcxl to GeneralMotors, Hyundai gained st''am in the,uto ,,,,,rid with dl'\lCr ,dvertising. amlxlia stnll<'llY to buy big-event pro­gmmming like the Super Bowl ,nd "groundbl'L'aking BUj'<.'1" s Assurance pro­gmm that .1I0,,",-xl COnsumers1<> l'L'tum anl'W Hyundai if they I,»t their ino;ome.Bill Monique Morin Kumpis.llyundti'smanager-experiential marketing alldStra tlwe ~lIianCl'S, ...t id there's no substi­tute for g<'1'ting behind the whl'l.'L

"Ad mmpaigns tella story but there'sn",hiog thel'L' for a ron,umer to touchand h....!." she said, "The h'y is b tingron,u lllers draw their own l, ,,,dusinn,but to do that they need to haw the'Hyundai experience. This is beyondtents and cones. With wl"rything the)'GIll do hel'L' it bc'ffiml'S ' 1'1 experieo<x . ndthe more we em get th..nn driving ourGlrs . nd telling th,ir friends about us.the better.N

nmml~ll and in ronditionsyou '''lO 't getin a n>~d test with a dl'ak'r, No one is inSJb mode hl,l'L' forcing thl~n to sign orbuy ~nything,"

Of murse, the ide" iso't just to k~ a m­surncrs experim<'t.' the cars but to r'\'UO­gelize about the'01, and II j,mdai givesthem pk~lIy of ways to do that. Aftet thel<'St dri,'<.'S, thl'Y al'L' mmu"'b"xltll Ii"b'l'rin a gbming white loul\','C under a hUb'ClI yundai-bmndlxl tent . nd li sten tomusic. drink Smrbucks frnppulunns andusciradsavaibble til th,..-n--hopefully til

spn'ad the gospel about Hyundai-rs, plOCl' is winxl to k'1 ronsumers

tell their focnds about the \'Xperil'lll'l",NSJid ]aim<' Glbn'l1l. ffi'arive dinxtm atlack Monon and dl'Sii,'ller of the Spal'l"'The iP~ds ~re loaded wi th Twim'r andFOCI'oook, , nd you em chl'Ck in onFoursqmll'L' when you g<'1 here. Wr' Sl'lthis up so thc'Y will hang ,round,. lJlk til

uS and other consumers about Hyundai.have. [frnppumnol .nd listl'll to musicafecr they test drive the GIl'S."

They am also take a k'Ss priv. teapprr>;lm by entering a Snnata l'quippo.x1with. vide..., Glmem, when' the'Y GIn dosethe door and rave, romplain. or, as Mr,

• BYMICHAELBUSH mbWl@adage,oom

DLSPlTE A COOL and bn-c'zy Fridaymorning in late Augu,t, Blake Kanickij i,working up a sweat M' he scrubs aporl~blc floor in the parking 1m ofCitizens Bank Ballpark on his hands andknl"''S, #Gcninga b'{KJd d.'y i, the hardl'Stpart.~ said the' projcce manager for JackMonon, in between laboring to removeSCllff marks left by past visitors endin,trucring local union laburers layingarubbcrvcd floor. "M~Mging the pc'OJ'le~ nd the proCl'SS is easy,N

Aod in f~lt, the So-person tl",m he'schon"'Jgrnphing on behalfof ImerpublicGroup of Cos.' experiential marketing~",ncy is making it I'K,k d''Cl'Prively,imple to tum one of the >!adium', mainparking lots imo the fourth ,tOP On the'lO---<:ity #Hyundai Un",n",,,-"N o~tional

lOur, This 1<1\ of thl' tour, held at the'home of the Phibddphia Phillil'S and itsf~ns. ~ims to tum locals imo Hyundtifan, by puning thc'I'll b.,hind the whc...,1of a Hyundai Sonata. Toyota Camry orHondJ A{'cord, uki ng thc'l'll throughtheir paces with a roUTS(' romi,t;ng ofhairpin turns, ''\la,ive maoeuvers. high­spc...-d straightawJys aod rondition, thatmimic icy ",,,ds,

u'SS thon U hours lxfore ronsumc'l'Ssun showing up, the' SU'J1e dOl'Sn't I'K,klike mudl of anything. The to-do li,t,which must be romplc'llxl by the end ofthe day, indude'S: unload ing two Ulr Ulr­ril'TS andtwo Hyunrb i-wrnpprxlshippingronui ners filk.J with furniture, fl<X>ri ngand ekxtnmics; enxting tents: Sl'CUringelectricity; an{'horing the tem, withwri ghts; putting up Hyund,'i ,igns andbuildiog In d , bor" te driving amr",using 14 professional drivers fromPnU' Km Dynamics [nternJri,mal . pm­duccr of automotive cxpcncnnal-rnar­kc'ling p">grnm" Th. t .Iooe involve'Slaying out more ornn~,'e ronl'S than it"'-.....-ns p",ible to count.

As :vi r. Ka nickij and his lack Mortoncuh.,m, D.ln Beilke. another projlxt man­agcrand tour IronJ-f,,<:r Art Han""" ,hut­ticback and forrhlx'tWl...n rhc main swg­iog an'" Clrrying boxl'S or mJneuveringforklifts. 0<-.: McKinney, head of the I'DIteam. ,lowly dri\fl.'S a Ulr thmugh theCOUTS(', Via walki....mlkie. he instrults histeam til n'ffiO~gul'L' ronc'S in order to

rrckc the turns righl<'r or the turning cir­de, whel'L' m",umers will tc'St the ClrSturning rndius, a tad smaller. I'DI ,iriwl'Swill . {'company mnsumers while thl'Ydri w the course.

Mr, McKinney, who h" "" rlu.xl " aronsultant and stunt driver in aHoll)""KJd film and in TV commerci~ls,

has been doi ng these pmgrJIllS withllyundai for the pasr six yt'JrsandSJid heh~s wilnl'S"'-xl firsthand the illlr"lt thc""eventsh.tve on consumers and the brand,

"Whm I first >lanlxl v><>rking ,vithHyundai it was dear that consumers justthought of Hyundaia,. thmwaway Clrandone that the)' didn't give any seriousm"sidern ti,m to, Nhe $" id while tc'St driv­ing the course. "I have seen that ]X'Kl>p­tion mange II'Ll de'gn...", over the yl'Jrs,And in my opiniorl, it's things like thisthaI are n"'p msible for that. ConsumersUln dri ve these OIl'S in a bcsslc-Ircc envi -

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"Acar first arldelectric second." inthe wordsof Mr,Ewanick, The VoUwill trytoshowconsumers thatit isdurable arc retebe-ece 10go 40milesexclusively onbatterybefore aqasgeneratorcantake over for300more miles until thebalt""" needsarotrercterce.

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Aso-secoorteaserad becenrunningin seect markets in Julythat wascompletelysilent.showinqacardrivingatonq thehighwily w~hthistext: "listen, That'stresocrcorthe status QUOcrumblinq.Breathtaking. isn't ~?' Whena fullcampaignbows thislall,~ wili liketyplayupVolt'sgasqenerator,therebysubtlyattackingLeaf arldotherpureelectric vehicles byportrayinq themesceuse foranxietyarrcoq<--

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SOCIIJ.IIEDIA Nodedkatedrecebooc ceceso­Twitter feeds fortheMl'QilC~y, arldsolar any social-media discussionepoeers onUti' BMWGrouprecebooe PilQE', whk hhas morethan laooo lans.

rececoocVOlt has nearly 40,000fans; itsTwitter paqe @ChevyVolthasnearly 5.000followers, GMalsocreated arncrosne called ChevyVOltage that callsitself the"officialsocial rtl'lwor1I ofthe Volt." housinq abIoQ, videosaod photos.

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.S\.tzocnsettoospeecwithout emittingemissions.

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_.-..CODA FISKER AUTOMOnVE NISSAN lEAf TEStA MOTORS THINK

h4ir;hae1 locI!, theformerCEO ofDucali NorthAmerica. joinedasCMOotThinkthismonth.He'salso

held senior marketingroles atHonda Motor Europeand TriumDhMotorcycles.

Thecompanyhasn't namedaheadmarketer, butrcoroer EionMusk isoneofthemost hiQh-orofile

exe<s inthegreen autoworld, arxlformer YooTUbeexecutiveRicardoReyes hand les globalcommunicalions rone concerw

Jon Bnlnr;he<!uwasnamed VP-­marketingofNissan inthewakeof JoelEwanick'sabu pt oerecucn

to General Motors. BeIorethat. Mr.Brancheau wasdiredor-vlobalInfinilimarkeliogcornrncncatonsandmedia.

M...-tlEuIOOi"q isglobalvr-sees(OJ markeliogat' isker. She wasrecnstedto tbepost last year after

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Brewing, and meoe hisrna<i< intheeutoworld between 2000and 2fXJ7at GM NorthAmerica.

Pefeira&O'Dell, San Francisco lambesis, Carlsbad. Ca lif, TBWA!Chiaf/Oay.l osAngeles Aqency unclear as of press lime

Ease. rreseoteMCMlica,ceut-cesecfirm's marketing stretecv will eeo~Iy one-<ommerce. Pre-saleshiliit'bequnon itsweosne fOf theCODA sedan, a too r-Ooor. five­passenger oatterveectoc whic~that isexpecled loranqe120 milespercnarce, Thefirst modelswillbedelivered inCalifornia laterthisY\'<Ir.

luxury. Fiskerwantsto teseenestre premium pll!lj-inhybrid. ItsKarmamocleI wasde$iQned I:1yHenrik Fisker, whohas rerceceemodels for BMWand Aston Martin.Abase model ofire Karmacosts$87,900, andatcc-e-ue-sreversion has upholstery made ofbamboo rstberthan leather,

Complelely green andaffordable.Thececeeslimaled torelail for$25.28Oaflertaxcredrts,comparedwrth Volt's oriciogol$33,500.11 issolely eject roc arxlrunson battery.

Sports CarThetesta Roadster­which has sold inat least 28cocntres-at anestimated$100.000, issaid 10accelerate fromOto60 in less thantcor seccocs butproduces noemission. owoerscancall upon a "servceranger" tomakeahouse call foranyreces s,

Experience.Thinkoescntesthebrandasaleader in elect ric-vehlcIete<hnolOQy backed I:1y nearly20year.;of research, andScandinavianrootsthat haW!qiven rta"suslainabllily" rreoset, Thecarmaker says it'sthefirst01 itskirxl10wincenrorcoean ra;lulatorysafetyapproval.

SOme eooeccoscotococ work­billboards that mimic tombstonessetupet ces-sretco pumps-howealreadybeen in the marketplacefrom aprioraoency. GoodnessMaoofaclurinq.LosAngeles,anddigital executions arelikely to beg;nthismoothfromPerl.'ira &O'Dell. Ane-Comroercesite Os tclunchinq soon.aridoutreach will beacombinationof diQita~ PRand events.

IlscampaiQn "Pure Driving Passion"I"('(:enl lybecan viaaeebsiteIhalshows hiQh~slylized irTlaQeSof theKarma I:1y lashion photographerMiles Aldridge. AcampaiQn lromt erntesn willlikely halll!more ofafashion tavout thancar-ad teerto rtsince lambesisworks rrosuvwrthclothingarxl;ewelry brands such asseeeeoc tecort

With planstobeontheroad thisDe(:ember, tre leaf has beenearlyto marketing. It had apush aroundtheOlymQics inVaOCOUlll!r, andhaschosen seve-ere rcc-oe France­winniogcyclisl lanceArmslroogasitsofficial spokesman.He's beenfeaturedinonespottretemphasizes thecar as " Innovationfor tre plaJ1(>\; ioncenco forall."The Lealrecent lybrokerts I irsteutorrctilll! iAd00AQple'stocrth­generation iPhone.Newadvertisingfor Nissao across mJlliplevences isslated lobreak thismonth,and newlealcommercials willbeorefeature.

testa eoeoster has soldsome1,200cers with littleinlhe wayoltreoitional advertising, strikingpartnershipswithbrandssochasTagHeuer, for whoch it creetedacustom Tag carandappearancesatcarraces arxlelll!non"ThePrice isRight"onwhichit was aprize. Moretrad itionaladvertisingwill likelycome soon, since thePalo Allo,calit-based company W('nt publicthissummer andTesla's ModelS. itstour-coo-sedan, isexpected to bereeesecinearly2012.

Eventsarxl partnerships haW! beenastrategyinEurope,whereCEORichardCanny has held publicspeeches onEarthDay. Thinkalsopartnered withtheBBC tocreateedocumentary aboulthenrst eectredrivearound Europecalled "B8CElectric: Drive," TheOslo. Norway-­basedcompany isbuildingrtsIirstU.s. factory in mceoetorranotectore treThinkCityandwillstartcomiogoff tre assembly linein20n Because rt wantstosenre restU.s. sIlipments 10car"Shariog firmsandforcorporate use,eosoess-tc­business marketing is li~y tobeeplayfor Think inthecoming months.

COda has a occcalled"Clearinq theAir" and a YouTubechannei wrthseveral explanatory videos. TheeccoeAutomal illl! feed onTwillerhas etoct a tOClOfoilowers. Itappearslostill beworkiog00anofficial recetooc page.

irvine.calif.-teseo FisI<erhas moreUl1In2fJ(XJTwitter folowefs buf ccesrtseem tousetteeed frequenlly. Anotfidal receecoe pagehasmore ttan1,DDD fans, andacecceted tlio:;lhasceeoset UDtJo,Iaoenlhusiaslunaffihated with treCornp:rly.

TheNissanLealrasrrore than72/X1O fansonFecetooeandlM"rS.ooolollowers onTwitterat@NissanLeaf.llswebsiteoffer.;lilll!chat with experts.

Has morethan12,000 toIlowersonTWitterat @TeslaMotors, andnearly20,000fansonrecetook fortheececster

Hasablogcalled"Think is ThOnking"(www.thinkislhinkiog.com).aFacebool< pagewithnearly scorersandaTwitterpage,@think_l'I'. withmore than1,600 followers.

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After ten years at Gourmet, Cheryl knows thatwith the right tools and a little know-how, you'llhave more fun in the kitchen - and more timeto spend out of it.

A veteran of Entertainment Weekly and Us,Jason's Pee-wee Herman impersonation wonhim his seventh grade talent show. He's beenpop-culture crazy ever since.

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From rural voting booths to the marble corridorsof the nation's capital, this former New York Timesreporter believes in getting the story right, nomatter where she has to tread.

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M September 6, 2010 I AdvertisinQ Aqe

EditedbyKenWheilton,kwhe<l!on@adaQe.com

WorldMags® - Digifal MagazinesDo you have something to say?Send leiters erccccrectons to vlewpolnt@adaqe.comor toAdvert isingAqe,vewsoot 711 ThirdAve. NewYorI\,NY 10017. Please limdletters

t0250words.

EDITDRIAL

With SlxiteqoiflJsilent. Sierra Mistcocoreestceomajor mar1letshare iftherecscc traoohadlalJlChedanaggressivemarketiflJcampaign.

SOrry, I just thinkthisisanother dumbideathat willcetsomeattention lor awhilealld then it will lade away. Really. achieflisteningoff icer? Isn't thisaSlgn of how tar off the markbusinesses are,thai we'regelting excitedbecausecompaniesare listeninq? Shooldn't good companies ~Iw~ys

havebeenlisl ening? Andshouldn'teveryone lisl en?Alldwhattrereu isthe marketingdepartmeot dOiflQ il

theYre not listeningtocustorrers? NowooderCMOS haveanIS-month tenure.Lastly,don't these companies have customerservicedepartments wholistento custorersday1orli;J?

I'mnot buyiflQ tnees a new,deeIlchanqe to howbusinessesconduct irernseves,

from aQu~ntitative perspective(how m~nymentions.howmany ronoee-s. howm~ny positiveor negativereactcos arewegett ing, etc).Thisarticleisdealingwilh the q U~l it~tive

aspectof listening.It may betime1:onsuming alld costly,butu'svner.

What shooldbenoted, too, isthat the tact that this isunstructured datamakesthe data-minioqdifferent aswell.Tren tiooal data'minioq ismore focused on quant net ive,whilethis tailsonthe more quantitetfveanalytic~1 areabecause of its unstructurednature.

Manycompaniesforget thevalueof just listeningto socialmedia. When we trainadeoerces on sooar-mece marketing,oneof the thiflQs lhat we alwaysercourece isto start withlistening.

Some companies ereresnent to jump into social media(especially thosein hiqhiy reoutatec industries), but evenjustlisteningcanbea creet start.

Even some of the mostactivecompanies on social mediahavenot yet mastered the art 01 listening-takioqcommenlssod mentions,interpreting themaodchanneliflQ themthrouqh theorg~nization eflectiv~y.

Fantastic: postarc aqreat area to bringattention to!

Kodak'sBethLaPierrestatesthat 'weoootcenso-uecommentsorvideos people createaboutoorcompany,"yetsheoetenmreswhattodo withthemuttito..de of data_. what'simportant.who~ goes to,whatweight it'sgiven, etc.ThisinllOlves some sortof subjectivity,which eeoe tecto torm ofcensorship. Given thata "cbief lislener" would iensomewhereunderthemarketingumo-eee. thiscoold lead tosome cconcts01 interest. After all,you don't have toloak lar to see twodifferent cooclusions drawnfrom thesamesetof data.

petepsot more use wouldbea"chiefeccreceic-whoseroeisnot to interpret (oreven sort)thedata,but justmakeiteeneeeto wtlomeIIer wouldliketosee it. Then eachdepartment cooldO\Ierlay theoata totheirsrectcinitiatives~ndadjust accordingly.

o DAVID POUNCHDCl WEST ORAltGllU.

o WIClHLDNCHAI.)P(JlI,Nl llASll

o IRISTmHEHIIIC I~~An 0010F?£' -reeascc Up f(J(RevleWAfter24 Ye;matTracyLocke, ff

(AdAge.com.Sept. I)

R£:'·ChiefLi5/eners' USe Tecllnoloqylo Tradr, SOrtCompanyMen/ions"'(AdAge.com.AlKJ30)

SOUNDING OFF ABOUTTHE CHIEF LISTENING OFFICER

Wow, what a tentesnc opportunity. I'll bet irere ere hundredsof ecerces that wouldjumpat tnecoportunltv to worll withracesco, an iconicbrandanda household name.

Iwill alwaysremember 'rebasco's marketinglor theexcellent ly written print campaigns ut ilizinqthe iconiclabelsly le. andof coursetheexploding mosqeto spot from severalyearsback.But,while it may tecreat to be rostajnc.consumersthesedaysarechang ingth~r mediahabitsfastertnan Ladycece changesher ooUits.The recesccbrandneeds a jolt lntc t nezut century.Forexample, their Twitterpecehas2,049 followers. Fora braodof that stature, that'sshameful.can they beout01 thingsto say?Whyareso lewpeople listenioq?

Look at what anentert~ininQ adcampalgn tied in withsoo:ial mediadidfor theOldSpice ereoo, It not only revitalizedire brerd, it grew ire entireca tegory.

With that inmind,I think tetescoccua be due tor acreroeof direction.Tt-.ey need to cet withthe times,andwithrel~tively lowbudgets lor a nationer campa igl\ they areprobablybetter off to finda "'hot shop" that willeat,steep andlive their brand.

I'vebeenrecently pondering,"Howmany companies are'really' listeningto their COflSumerson scce mediavs. sayinqthat theydo?"

Theterm "'brand morutonnq on SM"'hasbecomesowidespread nowad~ys that it's become a cliche. It's justsomelhingthai aorerc saysto seem likeirevre techsavvy,hip,eccesutse, etc.Even ifthey do monitor, theydo it more

READER RESPDRSE

o THOMAS SJRINGHAIl ~T10MAU BRlTISIi COCUMBIA

o BRIANGILLARD,B/WNUY.

This shouldn'tcCMTle as asurprise to ~nyone, but it seems thatwhen amarketer stopsmarketing, sales tendto drop.

That's thelesson toqIe<on fromooserv;ng thelemorHirne-soo:lacategoryover thepast 10years. Foranymmterof reasons, therrwsetes De!lindthebiggest breocsinthesector pulled bockonmarlleting-almost eon relyinsomeplaces. Predictably,salesdropped off.

Or,moreaccurately,salesdropped offmorethantheydid forother'cetooetedsoftdrinks.Obviously, trereareotherchallengesfacing thecarbonatect-soft'(lrinksectorasawhole. Inacoontrytryinqto cere to termswithanobesity epil:lemic. soft drinks larded

wdhhiqh-tnxtosecornsyrupareportrayedasoneofthekeyvillains. Even \\lithoutheaRhissues. trends havebeen learingtowardnoncarbonated beveragesandener1lydrinks.

SO themajor players. inten!onshoringuptheir maincola breocs.turnedoff thefTIo'101Ietingtaptor Iemon-limebrands such asSpnte.Sierr~ Mist ~nd7Up.Qddly enouqntheyallseemed toreecnthesameconclusionatetoct thesametime,oerteosliguringd'Seasier to cutbockspendOnq ~

everyoneetseiswitt'OrawingIromthefield

~,."Soce2005. mar1<et inginvestmenthas dwindled forSpriteand

Sierra Mist the No. land No. 2in thecateqory, respectMo~. Eachslashed measured media spendingbyabout80%. During that time,lhecateqoryshed 16Omillioncases befweeo2000and2.lX8,according to Beveraqeooest,

There'snopointiI1throwing (,jOOCI moneyafterabadprcd.d, butthefactremains that thelemorHimesectoreccooots forrouqhly10%of the$74billioncarbonaIed-soft-(lrinkmarl<et. That 'sabiQbaitlegroondto cede.

MostmifllHloggling islheopportun~y missed byanyoflhemajorplay~ cetecswdhSpriteQOingsileo1. Sierra Misl comrevestceo majorrrerketshare it thePepsiCo brand had kluoched anaooressi';e marl<eting campaign.

Pepsi, CO<:a-CoIa co.ere Dr Pepper SnappleGroup. whichmarkets 7Up. ha've CCMTle totheirsensesandaregettingback into themarl<eting fray. But insomerespects. they'reQOing to ha've tostartbuildinqthesebrands fromscretcnTherecould besome upside tothat.but such short-sKjhledcyclical thinkinqshouldbe eeooeo.

Fora rrerset thatpromises retreshrrle!11. thethlnkinqhere hasbeenanylhOnq but.

NO MYSTERY AS TOWHAT HAPPENS WHENYOU DON'T MARKET

WRATYDU SAY

WILL GAMING ON SMARTPHONES ANO TABLETS SIGNIFICANTlYCUT INTO THE MARKET FOR HANO-HELO VIOEO-GAME OEVICES?Accardingto ocr reaoers. Apple isQo<ng to takea biteoct of theQilmingcateqory.Themajordytl1O\.l(jht theiPhone(and other smartpllones)will hurt devicessuchassony'sPSPandtheNintenclo Os.

63%thinksmartphoneswilloetsmerthand'teeoevces.

e MOO l En 'sOUfmON:HIS THlOBI.MAADMINISTRATION OON[ AOOOD J1Il (N" WlSSAGl1tGDUR I~G THHOONOlliCOOWIlTURN?

The iOSpiatform offersbetterchoiceand better priciflJwittKlutsaaificinganythinqexcept buttons. ThischoicecCXJldn't beclearer. Appleisontheroad IofinallyofferthefirsthandheidgarniflJ platformtobeat Nintenddsdominance.

iOB KNOllPP

Theyaredead already.Theyjust doo'tknow ityet!iPadand iA"1oneOOflJ anewexperienceandafresh interfaceforinteractiCXl in games.

-GARYDUPllNlE

lfSooy issmart it'lIh.maPS3~ikedeviceintoa

srnart~, completewith all thetriQgersandoonlrol sticks.lf it......ereme, I'dlicensethe DroidOStodoitwith.

-RlO; BENNm

The realwinnerswill bethosethal write titles forthevariousplatfonns,and allowforanonlineexperiera!1:tlat allowsonetouseausernameto retrievesaved gamesor~andcontinueon.

-I.lDllICBJ,llEY

Myexperiencehas

"""'"""""""""'"typicallydon't last asIongasthehandheldgames.lneedmysmartphoneforanumberofapps,andgamesarerctap-iority.

-Q,RWENCARJER

AstheaverageintrcductoryageforrTXlbile pIlones isilCJ ingdoNr\ theonlyttliflJ~liflJdominant

gamesonmOOi1ephlxlesisthepublishiflJ ofthosegamesb'{theircreators.

-~N[Y IttASON

Scan: worldmags®Scan: worldmags®

Adverl i.inQ AQe ISeptember 6 , 2010 15

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AOAGE.COM

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daling.) Show some work-preferablywithoutslides. BriOQ upabrowser, andshowsometh ingrecent and/orlive-that'snotontheagencywebsite-andtalkaboutthechallenqesthat were overcoreeodtrecoas thatwere mel.Howdidyouworkthrough surprises/changes/newChallenges? Howisthisrelevant to theclientin theroom?TalkaboutprotMems,andideas for soutcos.

We'veused thisformatinahandful ofnew-clientmeetingsandfound itrefreshing,Theformal ledtomoretwo­wayconversetcos than apresentationdecktypicallydoes. arid everyone leavestrercom withabetter feeliOQ for whothey've justmet.Ibelieve it also leads tolasterconversations about business.

Want to give it a try?Leave yourdeckat home for yournextnew-<:Iient rreetmq,

business leaders areincreasirlQly downonthe ooemeAdministration aridtheDemocrete ecerce(increase taxes,increasetheseeof government.driveupreeence-ecosrs. tonsor beeitb-cerecontusion, raceto wrrte lotsofregulationsthat reallyslowsmallbusinesses down,cere-to theunions anddemonizetopearnersandblgbusinesses).CEOs foo lt is imprudent tohireaodlaunchbiginvestmentsrighinow."

SO thebigcorporationsarehcHdinqbackbecauseofconfusion anduncertainty, andthefederal covernmeotis intent ongellingblgger aridmorebureaucratic,Consumers, cillJQht inthemiddle, arekeepingtheirwalletsandpursessnapced shut. andthat'sprobablynot going to change anytimeSOOI\

AsIsaidthe otherweek. exportrrerketserestarting to lookpretty goodtoU.S.corporations. Andthenicethinq is,the futureindeveloping countrieshasalreadybeeninvented. MarketerscanQilugeconsumerreactiontoproductsroteven envisioned bythird·wortdconsumersbut used as stapies byU.s.consumers.SO theus. wouldserve asonegigantic testmarket for where thereal salespotential is:in Asia andAfrica.

If corporationsneed tobereinvented,thensodoes marketing.AsMr.Murraysaid. "chanqe, innovation,adaptabilityallhavetobecome orders01 theday."

o YOlJcanredCh RoYlCeat rtr~aiuOIIl

o Darryl OM is the pesceotctHumongo.DanblKy,Conn.

bu$lness).Aslide filled with impressiveIogosot companiestheagencyres corebesresswith.ASlideillustratinqagencyservices, provinqtrat theagencycandoanythinqIrom mediastra1eQV to pilot inqsmallaircraft. Aslide with Twitter,Facebool< andothersoclal·medialogos.

I'dbet thatclientsarejustastiredofviewirlQ themas eceoceserepresentingthem. Ityou'reontheclient side,doyouneed thislormality?

What if we just eliminated thedeckcomplelely?Here'show ameetingmighttakeplace:Exchange not ontypleasantries, blJ!talkaboutther~ peoplein theroom. oevcte10 minutestosharinga realoverview of thepeople vco'reintrOdUCirlQ andmeeting. (Thinkspeed

best corporate managers havebecome,ina sense,erenes of thecorpo-ation.

"Thereasonsfor thisareclearenouqh. Corporationsarebureeucretsandmanagersarebureaucrats.Theirfunclamental tendency istowardsell­perpetuation.They are,almost bydefinition. resistant tocreree, They weredesignedandtasked,notwith reinforcinqmarket forces, blJ!with supplantiOQ aodeven resrsurc themarket."

Sowbatdo wehave? Twoimmoveableobjects-the big corporationandtheevenbiQQer U.s.QOVernment,bothloaded with bureeocratc cautionarc inertia-tryinq to cope with theblQQest recession since theGreatDepression. Not averyQOOd combinationtOQetthillQSgoinq again,

IeXChaOQed emails recently withanagencyexeconhowtherecoverywasproceedinq.He toldmetrettne bigbrands have maintained mostof the<rrevenue, drivencostsdown$lgnificanll y"aodare srttiOQ ondecent profits,Theyarespeodinqneeded marketingdollarstokeepsa les upandprices strong.But inthelast fewmonths theyhave grownmorecaut iousaboutfuture investments. It iscool to be cautious again. [ very CEO seesacloudy couple of yearswithat leastsome ooereoe risks.

"There arenojobs beiOQ created.Mostof thestimulusdollarswent toprotectpublic-sector jobsor to pave orrepave roads.Consumersarestill leaninqtowardpullingI:lack wheretheycan. And

rd betthatcentserejcst as tired ofviewinqdecksasagendesarepresenting them Ifvorreoo treoeotside,do'PJ need this formality?

HU MUHGIl

Isthemarketinqrcrctcn staoding inthewayof inflOllation?

The marketinq mantra has alwaysbeen tccveue customerwhat he or shewants,bot that approach pretty muchprecludes givinq consumers thinqs theydon't know theywant or havenlthooghtof. Aodaremarketers somet imes "heldcaptive by theircustomers"-proclaimingtheyocrrt want animprovement or newtechnolOQY because it woo ldbetoodisruptiveto the<r normal behavior?

Inothef worets. marketers can readtheirbusiness correcttv-essessirq whatcustomers want or corrt- endstillmiss.

Ina stUdyof thedise-drive inoustrythat appliestoallmarketers, ClaytonChristensen wrote in his book "Therorcveto-s Dilemma"thattheestablished firmswere"aggressive,innovativeandcustorrer-sensit iveintheirapproaches tosustammqiroovations of every sort."

But theycouldn't keepit up."fiodinqnew applicationsaodmarketstor thesenewproductsseem to ceeceoebevueteach ot these tirmsexhibitedonce, uponentry,andthenapparently Iost.lt was asit the leadiOQ li rmswereheldcaptivebytheircustomers,enabliOQ attackinqentrant firms to topplethe incumbentindustry leaders eechtimea disruptivetecroctocverercec'

The fundamental protMem. as AlanMurraywrote in The WallStreet Journal.isthat the rrooerncorpo-atcnmighthaveoutlived itsusetulness. He says "the

Since ouragency wasacquired, we'vebeen meet ingwrth more1ar<:Je brandteams than evertetoreoco-agency'shistory. Thiss ewesome.Butthere'ssomethingthat I'venoticed theyall shareintheeuectet ionsdepartment:thecapabi litiesdeck.

weused tc beveemotteatooragencyproclaiminq, 'wecoot oooecks,' Andtorthemostpart,we'renotveryoeck-ceotoc.We'veavoided theZOQ-sIoepresentations that you see largeragenc;es usetopresent everythinq tromcapabluest0 strategicinitiatives toconcepts.We'd much rathersharearealconversation insteed ofbullet points.

Idon'tthinkclientsIike decksanymorethan weoo.rveseeootrer agenciespresent their decks. andtheyprettymuchallcontain ireexectsamethirlQ: Ashooteaturingtheagencymolto or philosophythai positionstremesccotaridfuntoworkwith (orserious aridallabout your

I!III BANCECRAIN AD AGE

We can't moveforward if cautiousmarketers stand in way of innovation

I!III DABRYL OHBT

Kill the capabilitiesdeck andhave an honest conversation

Scan: worldmags®Scan: worldmags®

16 September 6, 2010 IAdvertising Age

EditedbyK<!f1 Wheilton,kwhe<l!on@iIdaQe.com

Do you havesarnelhirKj to say? Send lettersandcorrections to viewpoint@ddage.comor to AdvertisirlgAge,Viewpoint.7n ThirdAve. NewYorI<. NY10017. Please Iim~ letterstozsowocs.

BABYCENIERIiIID DAYID GRZElAK i ENGAUGE

Why consumers don'twant to talk to you

IiIID IINA SHARKEY

Digging through piles of data-andlistening-can lead to new insights

C> David Grzelakis executive direclor01 behaviOral brand planninqa1EnqoJJQe,

Spending limewithconsumers­Imean really$peOdingtimewithconsurners.n homes, insoes.nuereerwortI-isoftena

""''''­ceno-rreneters, You'reforcedtodealwith the realitiesofwhalisandisn't inlerestingtocecce.Aotcewhalwefocusonisn't

product reviews. Marketerswith relevantproducts orservices shCOJldtakeadvantaqe01 field experts' expertise byprovidinq theminformation aocl p ccoctsto encouraqeconversationwithintheirnetworks.

utecesters aremillennial moms whoarealways connected arccommunicat ing. They shareeverythirKjviasocial med ia, mixirlg play--by-playupdates w~h usetcncseccot wheretofiocl the best stror leror cetecrpair01black pantsonsale,Ailhoughtheycrcnce tonsof seeming lyli<;lhter content,trenextennve networks depend onthemfor relevant ecvcearldproductrecommendations ona wide varietyoftopics. Tol'fIQ<lQe them, marketers shoulduse socialtacticsSUCh asvotinqorcreatingproduct wishiists togeneratebunerobraocl mentions.

Whetheryou'rereachirKj moms, dogoversor baseballIans. the idea isstillthesame: DiQijiJll) deeper intoyourdatatolioclout what really makes youraudiencetickenablesyoutocommunicateinaspecificand personal waythat willactivate themto spread thelovefor yourbrand. UocIerstandinq these nuances willhelpyoumovelrom datato insi<;lht-arldlnsqht tc action,

exemplary closers. Inabiqcity withahuge immi<;l rantpopulation, onecanwitness thesheer powerof a livirlgbreathingSOCial networkIcuooed onhelpOngeecn other for the bettermentotthe whole.Person A, in need of a service,calls Person B, whorefershimto PersonCand, boom,aconnection ismade.Aridthisconnection istrusted, because allparties involved respect thecommunityand recognize that their reme isatlachedto thee-nt ire transaction.

At the coreof thisanalogyse ccocectevenmore fundamental: dialogue.AocIdialoguedoeso'ttranspirewhen we getcaUljht upin thecomfortof theexcuseslistedabove, the comfort that adigitatworld provides,aocl wejustget toodamncomfortablewith waitinq,hopinq.

Talk to somebody. Startthe«ccessorclosing. nmay notbe immediate,but ~ willpayout inthe IonQ fUn.

C> Tl/\il SharkeV is the CMrman 01 BabytentEf.

Q AnthonyDelMonteisfounderandpi'esident 01 Sql!eaky Wheel Media,NewYork. AIonl1E!r versionoflhiscanbefound at &dAIle.cOll/~lIqeIq

SOUEAKY WHEEl MEDIA

enter into adialogue with not onlythebraocl director lor Company Xbut moreimportantly yourhairdresser, snack,deliveryguyor neighbor. Why thesepeople, too? Because they allhavesomethingtccconccte that eithercanlinkyou to yournextaccount. or at leastprovide youwith the insight andintelligence onwhat makes themtick­wnchcen inadvertentfy linkto your nextdamnaccount.

n'srcteesv.We allknow tratcuv, theonewho

says "yeah, we'llhookup:' "callme:'"Facebook me..... yada, valla. then nada.If you commit toa meeting, acall.or afollow-up, makeit happen, aocl makeitbenefKialforbothparties. toftenusetheexample01 immigrantcommunit ies{l'mfirst generationon oneside, second ontheother)asthe bestreferenceof

the real insight seoeecee todq deeperarldask why,What arethese momsOOrKj? WhyaretheyshariOQ? Howaretheydifferenttromeectr other?AocI then,whatdoes ~ ailmean for ourusers. ourclients. erccorbusiness?

Tcosttreseanswers, weccooocted asegmentationstLJdy ere Ie<Irnedthatmomswouse sociat mediarequlaflyoco't alluse it intreserre way, oordo theywield thesameamoontof influence. Infact. wetorrctnat 18% 01 socialmomsaccount for78%of the influence.The80/20 rulenever fails!

But for BabyCenter andmanyol ourClients. thebiQQe5t a-ha isthat mombklQQefS. whom 'Nfl koow arepowerfutonueocers.aren'ttheonlyfishinthesea.Ourstudyuncoveredtwo largersegmentsofsocetmoms wtoereersc veryactiveandinfluentia~ namely "fieldexperts"and"Iilecasters." Thisdiscoveryapens UPahost 010PP0rlunitiesforourclients toexplore,

F~d experts areyouJll) brtexperienced stay-at-home moms whO usesocial med tato share advice, usuallyfocused onaspecificarea or challenge 01parenting(i.e.raising twins. breastleedingor carirKj lor aspeciaj-needschild).Becauseof their specialized koowiedije,largenetworks 01 rrcms oeoeroco themfor expertise, support aoc in-depth

Ilyoudidarealislic assessment youcouldtrace backarnajorityofyr:xxsuccess toa tew-conversations. Nottheones thatdosed thedeal-theonesbased on intellectual curiosity.

Withtheinsaneamount of dataout there,irs temptinq to sk ipthehuman elementaltogether aod relysolely onstatistics. Butperlormance rretocsecoecan'ttell youwh<!t motivatesyoureccercetcstert acoo.share avoeocr postabouttheirbreaklastonFscetooe.Aridit can't tellyoutheexact point whennrst-umerrcmsreatizetheir newlittle buoclleol joy meansa54% increase in iauoclry,leavirlgthemrunnjOQ to theapoi iance store. These arethetypes of insights that result fromaconsistent two-waydialogue withaneodenceove-a IonQ periodoftime.

True, actionable insights allow youto00 threethings: 1. uoclerstarld theheartsarc mioclsof yourconsumers; 2,pinpointthekeyinflection points when thel"retalkinqabout your tw-arJCl: and3. activatethemtoamplifyyourrressece byappealingto what motivates themtoshare.

Whenyoucan gel tetras Ievei01specificity, you'recertaintoieerna fewnewdetails about youreoaercetretcould completely change thewayyoucommunicate w~h them.

Whilepullinqtogether our"21stCentury Mom~pcl(\"last yea<", welearned that in thepastthreeveers, thenumber01moms whouse socialmediareqularly has increased bynearly6OO%.tret'se fantastic datapoint.But, tc oettc

I recent lytoldmy marketirKj director thatI'd takea rreetmq withKimJOrlg II.Well.Ican't.He's not seelOQ people right now,aocl heseeeaeeepretty cruelbastardanyway, so maybe not.But what Imeantwasthat Iamintellectuallycuriousaboutpeople. All people.

This isapretty QOOd trait forasaiesperson.entrepreneuror agency headto have. I'm positiveit has helped rreeecmyaqeocythfOUljh QOOd urreserc bad.

rrnsure if yousatbackand didareesstc assessment olyour books,youwould beableto tracebackamajorityofyoursuccess toa handfulof conversations.No.nottheooesthat closed thedeal. I'mtalkirig about theonesthathelpedyougetto that final conversation. theonesthatwerebasedonyour intellectualcuriosity,Point being: If youdidnl bevefteseconvos. youwould never havebeen inapositionto realize thetrueOPPOrlunitiesthat came(lown theroad.

Today it'seasier to connectthanitwas a yearaqo, aocl worldsbeyond whereit was 10years ago.Facebook. Linkedln,blogs, 1M,email. They areall vehicles to

IiIID ANTHONY DEL MONTE

All those connections areuseless without real conversation

a eet Jack,Hehas anabidinginterest in soyprotein isolate,Orcarob-wedgum,Or high­oleic sunflower041. Andcan'htoptalkingaboutany01 il.

Jackjust met Jill,YetJill isedginq awayfrom Jackat the galleryopening.Or"unmendinq ' himon Fecetcck.

Andweooot blameJill.Yet. thisispreciselytheopeniOQ Qilmbit used by many

marketerstryiOQ to erqagew~h people.Thisseu-eoscrtecapproach isincompatiblew~h basic human nature.AndthisshCOJldcomeas nosurprise,as~ tse'so incompatiblewithcommon sense.

Yet. it's a trap brands fall into tooollen, obsessinq overtheminutiae01whatseparatesthem fromother oreocs withinaparticutar cateqory,

When wethinkof brands ase~isting in aparticular ceteqorv.weimmediately limit the role of brands withinthelives ofconsumers. However, when wethink of our brandwithinthecontextof consumer culture,weopenupabrandtoen erdesssourceof inSpOrat ion andfodder for meaninqful,relationship­buildingconversations.

Spendingtimewithconsumers-t mean, really spendinglimewith consumers. in homes. instores. in thereatwortd-is etten a qood wake-upca!l formarketers,vou're torceoto ceetwiththerealitiesof wret isandisn't interestingtopeople.Unfortunately, yourealize that alot of what we focus onasmarketers isn'tthat interesting.

Asacultural anthropoiogist.I'vespentcountless hoursin people's homes.Igo intokitchensandlookin oentrtesercretrc e at0fS ina relentlesssearch lorcues andunspoken evceocect whatpeoplereally want.not what they say theywant.rt's incrediblydifficult for peopletoartcuate why certainproduct benefitsdrovethemto purchase.

Inalmost f"Iery instance. oecoe resistaoeecotsoaoe arounda product'sbenefits. They simplydon't want to talkabout the product. the ingredientsorwhat those ingredientsdidor didn'tdo.However, after thousandsof hOUfS 01

research, I'velearnedwhatpeople don't mindat allandneveronceresist or get tired 01 talkinq aboutis ... themselves.

Consumers are, after all, people. Theye-ngage with thingsandproductsthat are interestirlgandmeaninqful to them.tnorder toget beyond the uninteresting and,oilentimes, urorrterentiatinqtccusco product features, marketersmustpositiontheir brandnot withina cateqory,but withinconsumer culture.

Themostobvious example isNike. It isn 't just anathletic shoe.It connects with consumerculture around the idea of "sport,"andsotoday it's shoes,shirts,goll clubs. basketballs, skate ljeararidswimqear.lt's a contentproducerhelpinqrunnersmaptheirroutesandhelpinqorganize plCkupbasketball lj<lmes mcaesacross the country. Nike has become a brand people want tointeract with.

Toinvite thetype ot interactionthat can leadtomutuallye-nrichiOQ relationships. brandsaocl marketers need to work fromtheoutsidein,Because today,with the prolileration of brands inthe market. consumers don't just choose the best or cheapestwhen it comes toconsumption.Theychoose o-enos for themeaning they represent .

Solet'stry thisagain:Jack, meetJill. She isa health­consc iouseoclurance runner.She especially likes hillclimbing.Youdo, too. Why don't youaskher aboutit?

Nowthat souocls like thestart 01 an interestiOQ conversat ion.

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Advertising Age I September 6, 2010 11

Edited byAn"" Bilskin ,abaskin@adaQe.com

for lhe latest news on the cominqsandgoingsof l helopnamesin adVertising,marf\eting andmedia,don't forQel to foliow People& Playerson AdA~,com.

MA,(ui!JmiiWORKSC he ck o ut Talen rworks o nline for these and more of (he best jobs

available in (he b usiness. wwwadage.convralemworks

Staples. Inc.Director Corporate Buying st rategy

The Director, Corporate Buyinq Strateqy will set the oV€'rall 5trateqy and lead our annual 5uw lier ne<;lotiationprocess for Nort h America. While workinq closely with senior merchandisinq le.ldership, t his team will deV€'iop andset aggressiV€' cost savings ta rgets. and establish a processand cadence to drive the merchandising teams to asuccessful and timely completion. further, thi5 team will provide tools. a"" lytics and in5ight to suPport the devel-opment and execution of suwlier negotiation stra teqies. Stronq knowledge of merchandising, finance and supplychain is nece5sary. Thi5 position will require signiticant independent thought and action. and will interact wrth themerchandisinq teams from all Nort h American business units. Major responsibilities: Lead a team of analysts toprovide the tools, data, analyses. and insight which will lead to cost reductions. Work closely with VP. Merch Ops,and senior merchandisil>Q leadership to deV€'iop and eseecte supplier negotiation strategies nece5sary to deliverproduct C05t reduct ions.EHect iV€'ly managethe PMD for th i5complex project acrossall Nort h American sawS, andrelated funct ional areaS. Primary Responsibilities: Work closely with senior merchandisinq leadership to developand eseeute 5upplier negotiation strateqies necessary to deliver product cost reduction5; Lead deV€'lopment 01annual strateqic direction; Set aggressiV€' targets: Identif y,Quantify,andpriorit ize opportunitie5;Ctlallenqe the ste-tus QUO th rough fresh insight and analytlcs. for full postlnq, please visit http://adage.comlta lentworks/.

AutoZone, Inc.Manager. Retail E-Commerce

TheRetail E·CommerceMaflilQer oversees the strateqy.development andall processes associatedwith AutoZone'sRetail E"'Commerce activit ies. The position hil5 Pf,L reSporlsibil ity for the Retail E"Commerce bU5iness. The RetailE-Commerce Manager will work cross-functional ly to deliver enhancements to and drive sales throughAutoZone.com. Work Activrties: Help5drlV€' AuloZone's Retail E-ccmrrerce strategy; Leverages knowled~ of azce""Commen;e and current site capabilities to drive incremental sales through the e""Commerce channe~ Identifie5new functionamy enhancements and develops business case for presentation to senior management: OverseesdeV€'lopment efforts and helps drive technology design decisions with an under5tandiI>Q 01 strategic bu5inessneeds; Interacts with multiple departm ents durinq dewlopment and project launch to ensure a successful impl....mentation; Manages t he day to day activities of runninq a large-sca le murti-chan~ web site. Educational!WorkExperience:Experience1\ 7 Plus Years: Retail E-cee-eeree P&L resporl5ibi lrty with demon5trated history of eeve r-opinq strateqy. Must also have a demonstrated history of drivil>Q sales through improvements to conwrsion andother key metrics as well as through improvements to srte functionality; Experience managinq mulliple vendors,3rd part y systems. proce5ses and projects is reqUired, Experience working wit h ATG, tncece and other leadinq E-Commerce applicaHons is strongly preferred. for full POStinq, please visit http://adage.com/talentworks/.

OMDDirector, National Television Investment

The Director, National Television Investment is responsible for all National TV investments In Network, CaDle andSyndication, The Director is responsible for providil>Q leadership,guidanceand strateqic direction within the mediagrouP, which will ult imately result in outstandinq results for the cl ientI5). In addition, the Director oversees manag'ing the career paths of his/her staff. Management: Assist the Managinq Director with group budgets, both Internal(salaries, raises, etc.j and external (client budgets with 5taHiI>Q ramifications); En5ure solid client relation5hips:Assi5t the Managk.g Director with businessdocuments and pre5entations:Dversee5the negotiation, presentation,and implementation of national television on netwon., cable and syndication; Supervise and coordinate the eHortsand workflow of the account team(5); Monrtor andguide the purchaseof national TV in specific instances/5ituations:Communicate with account leadership across the DMD Strateqy teams and the other media investment teams(Print, Dlgrtal. Local Media and ODH);Manage the quarterly/annual compilation of client spending projections, andcoordinate with the Directors of Finance tor the respective hub; Mana~ staff, overseelconduct pertormance ever-uation5, provKle salary recommendations, and toster employees' development. Strateqy and Plan Development:Oversee planningcosts en5urinq the most current marketplace Intelligence Is beingapplied; Direct the team to ful-f ill the Checkmate approach and participate in Checkmate sessions. Work wrth colleagues in Strategy and/or theStrateqic BusinessUnits. or independently, in each of the philses: Understand 1\ provide insights into consumer5,brand, product and media; Design n identify behaviors. barriers, drivers and apertures; develop communicationstrateqies: Create n create specitic tanqible executional ideas:Capitalize n bril>Q activity schedule to lile; encom-pass negot iat ion st rategies ' 0' implementatio n "' ,", buy. '"' full p<Isting, please visi thttp://adage.comitaientwon.s/.

MetLlfeCustomer Relat ionship Management Program Manager

DevelOps. executes. and managesCU510mer Relationship Management (CRM) marf\eting activities in an organiza-tion. iocludinqcommunication st rateqies.campaignmaflilQement, and a"" lyt ics.Resporlsible for definlnq and deliv-ering funct ional requirements In tile CRM, and serviclnq strateqies. Consurts and manages In response handlinq,campaign trackinq, follow'uP, and automated lead nurturinq management, De~ops. document s.and implement5automated marketinq processeswithin CRM with emphasis on maximizing the efficiency and effect iveness of Cam-paign operations and lead generation, nurturing and retention eHorts. Acts as a leader In art iculating businessreqU irement5, new processes. resolvinq conflicts. prior~ie5, etc, Applie5database marketinq 5kills toward5 deiiver-il>Q tal1jeted customer marf\etinq campaigns.Ensure the implementation a. well as the underlyinq processChanqesarecomplete and the Impacts are quantified and understood. Consultswith andadvisesthe Marketing team on cus-tomer and marketil>Q history data, campaignaudiences. and best approachto achievil>Q marketil>Q goals durinq thecampaign planninq process. Guides resolution of conflicts in messaqinq or ta rgetinq strateqy. Analyzes campaignresults and historic data to provide assessment of campaign effectiveness and ut ilizes Insight gained to Influencefuture campaign 5trateqie5, Accountable for beil>Q the ultimate subject matter e. pert for CRM/Sales/Servicingaspects of the program. Plans and identi fies policy, process chanqes. customer impact and communication needsas well as Internal trainlnq requirements to address these changes. fac ilitate development and Implementation ofnew proce5s. procedure and POlicie510improvecustomer service, wstcmer lifecyde management or seiesprocesseffectiV€'ness. Idenmies solut ions to unusual andcomplex problems r"'lui rinq inqenuity, or innovatiw t hinking. f orfull P05tinq, please visit http://adage.com/talentworlls/ .

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""'~WORKSCONTACT C,lNDAt ENANsoN AT ZlZ-Zl(1-(1159 O~ C NANSOtI~AOJ.GE.coM c........ Comm"nlty_Lite.

Nell Cleary hasjoined Allen&Gerritsenas YP--d irector,auderce intelligenceand brand-planninggroup. Mostrecently ,Mr. oeerv reer tre ccsaon of Vp--planniflQdirector et Leo Burnett Chicago, overseerq brand andposrtioninqdevelopment for Hallmark. PriortoHallmark hi' spent three veersdeV€'ioping brand andposrtioninqfor samsunqElectronics'global andU.s.business. Healsoworked on McDonald's kidsand tweeninitiat ives. Raytheon's Math MovesUinitiativeandConAgra.

Tara Greqson hasjoined Mashantucket peqoot GamingEnterprises<15 VP'brandslrateqy for roewccos ResortCasinoandMGM Grandat rox-oocs. Ms.Gregsonbrirqsalmost 15 \'Mrsof m3rke\inqexperience to llernew role.Most rel;enlly,shl' servedasassistant YP-­m3rketing eroconmoncetcos for M&TBank,headquartered in Buffalo, N.Y.

ScottreoehilspromotedKim Wellsto chiefmarketinqofficer.M$.Wells most recently served asScottrece'sdirector-br,mdilllj af1d website marketiog.She led thefirm'srebt"and ing effort last November.which indudedthe new "Get Invested" tilCl linearJd "Don'tGo" TVcampaign. M$.Wells has more than 22yearsoftcsmessdevelopment endmcrketiJlllexperience,inch.xlir1ljmorethanlOyearsof leadirog ooline market ingstrategies inthe financial"Services industry.

Mars Adve.-tisinq hasadded Lorrie BooneandNickStoyanoff to itsSoothfiekf,Mich. team.Ms.Boone, thenew d«ecto -strateqicplanning,comesto the shopper­m3rf\etingfirm from Powerpad, whereshl' servedasastrategic planneron accounts suchasIKEA,Capital One,TheWeal herChannel,General MillsandSony. Mr.Stoyanoff ,whohas beenappointedsenior VP-­communications planning,waspreviouslyet AOLAdvert ising, where heled afeamof digital strateostsfrom four AOL officesand workedwithsuchcneotsesCampbell's. Purina,Tarqet,GM and ford.

MonQ Rayhas been ""med exec VP-<onsumermarlleting atccooe Nast, star nnq sept.zn Ms.RaypmCCMlCle from Time Inc. whereshe ledthecompany'soac-ccoten! strateqv assenior vc-coccceatedigitaldevelopment.She joinedTime Inc. in1992 and held anumberofsenior ocsncos withintreconparw, Priortoher most recent role. she wasVP-general manager lorEnle!1ainment WeeklyarldEW,com.

Heineken USA haspromoted Kherl Holland Tillmantovp-treoe marketing andsalesstrategyand ColinWestcott-PItt to VP-!narkelirlCl for DosEqul5.Newcastleand Amslelliqht. Ms.Tillm3njoinedfhe beerimporter in2007 <15 YPro-tre Amstel Lighl andoosEquis brands.Sincethen.sheadded the NewcastleBrown A~ brand to her port fcoio m3naQe1T1efll. Inhernew role,shewill focuson deliveringa "brand-centric"view01 the He;nekenUSAportfolio Il'lro\.I(,lhinteqrateocommercialstreteqvandconsumer-iosight basedplanning.Mr.Westcott -Pitt. who islakingover Ms.Tiuren's previous res.ponslbilit les, joined Heirtel\en USAin2009<15 branddirectorof NewC<l5t~ Brown A~. Kehasspent muchof recereerin theadull-beverageindusfryina ranqeo f m3rketinq positionsinthe UKandU.S.

Barkley hashired Don McKinney as Chief ideaofficer.Before coming to the independent agency, Mr,McKinney workedas execunve creative erecto r anddirecto r of digitaldevelopment at Grey,New York.Throughout hiscareer, he hasguided creative anddiqital work on brands incl<Jdinq Adidas.PlayStation,Cadillac. T-Mo~le, Infiniti and Pontiac. Hewas alsoresponsible for workon Nissan, includiflQ writ inq theglobal tagline "Shift." Addil ionally,Mr.McKinney-ledthe launchof diqital depart menl sat ChiatDay andPublicis.

,WESICOTI-Plll

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SIOYAItOH

PEaPl! OM THE MOVE

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I8 September 6, 2010 I Adver tis ing Age

CMO STRATEGY Edited byJennWerRooney,jrooneY@ildage.com

Want mareCMOStrateqy?sucscriDe row for a roundup01keyaoalysis,insqnt.oplniorland perspective 011 marketioq sirateqy 'or marketiOCj leaders OOivered to '(OUr iobo.eachmonth.Sign upat AdAqe.comlcmost rateqy

SeniorVP-markctingspursgrowth forpaper-productsbrand usinggreen roots

RECYCLED FIBER ABURIEDTREASURE FOR MARCAL

MJJOLDA MARCAl

First was understandingthe consumerinsightsonthe business.From there wehadsome specific insight,whichwasthat consumers ingeneral want tohelpthe environment but don'tknowhow.

• BYJACK NEff jneff@oojaQ~com

MARCAl WAS P ER II A PS the g,,-"'ne'Stbrandnoboclr had heardof for its ~rst 51).plus yrurs 0 life. Then the Ne,", krsc-y­bcscd maker of value-priced tissue prod­uctswe'llt bankruptand WJS purma5l.'li byHighland Capital Manag.:ment in 2mi!.MJ Jolda, a vc'lenm of Philip Morris,Rc'Ci<iu Ikndtis<:r and Pinnacle Foods,ioim'li thecompany from Ne'Stle"sGerberin 2«l'l, pa" of the te\lm brought in torum around the brand and the business.And the s<:nior VP-marketing, whon:portS 10 <..'"ED Shawn L.'Ilc'fJTl.1n founds<~ne buric'li tn"";u,,, in the 100% "-"'Y­dcd ~h:r Marcel usc'S to make its prod­ucts. "The am'pmy had go"" bankruptand w.lS nnw privately hdd" she' said."We we", l..,king [atl, where do "'" takethe brand1 I knew they had some grwnbackground and heri~"" but unk'Ss youknew the brand and had looked at thepackaging, you amldn'l n\llly discernthat"

Wilh sale'S of Ie..., than SSOO millionMarca] is dwarfed by such multibill ion­dollar behemoths as Pmaer lit GambleCo" Kimberly-Clerk Corp. and KochIndum il'S' Gmrgia-Pacifie Corp. BlIt ii'Sthe hme)Wcight in the 100% ,,-'C)'cle'liwib paper and f"per-wwd 5I.'gIllent,where the compl"lition coml'S fromSewnth Gl'Oemtion. privateLlabel pmd­ucs fmm Tracer Joe's and Walm;,", andother rcgi,mal players.

Ms. !olda disc--nve,,-'li that most (On­sume'T'S would bkc '" buy gree ner tissue.but they don't wam to [Xly mo", for it,and the')' often had little' idea that Marcilwas 100% n'<'ydc'li. So, 100 days into herjob. she' had a plan in p1'Kl.' to relaunchIhe brand as MalGll Small Stel", stillvalue-priced but with new ydk,w-and­g,,-,<,n [Xlckagi ng. alongwith $30 millionin annual TV, print, coupon and othermarketingsupport, the likes of which theronl[Xlny had nl'Ver sc",n befol'('. "The'l'('

wasn't as much of a foaJs on marke'lingand branding at thecnmpany prinr10 ourmming in," shesaid. "The'le was very lit­tle marketing spending. The'Tl.' was nntn\lIly a unific'li apprmch in how Iheywe't1t to market," the result she said nfprior manageme'nt being focu5l.'li Onturning OUt volume for value.

Maroll now wmks with a hosr ofag<:ncie'S incl uding DIY Pa"ners, l"ewYork; Consumer Dynamics, Ne'w Yorkwhich works On marlu."ling stratcllY;Topspin Group. Prina.'1,m, N./.. for ron­sumer prolllotion; Zunda Group,Norwalk Conn.; Schupp Co.. SI. louis,for me'liia; 360 Public Rdotions, Boslon,for PR; and e>City Inte'ractivc,Philaddphia, fm digitaL

A year after its Ea rth Day 200'J",launch, Marca l sales were up 15% andMail di~tribution climbed from eround40% to a"mnd 50% of the mafk~'1, Ms.Jolda said.

Inan intcmw with Ad1\."" Ms. J,~dae'plaine'li why "Iight"-green 010-

, uITK'T5--those whoamside'r the e't1\i ­rcnmcnml im[Xlctimportant, but giveas much or more",,-'iglu to ,~her fae­tors such as priceand perfomlJna.~

and an apprul to,",lue, akmg with emi"mmemal <lmeTITl,are trulkinga ,1iffc'n'llC'C for Mercal.

What steps did you take to reposition thebrand?

Wedida lot of n"'-\l rch, but we had to doit wry quickly. Within my s-erco dayshel'(' w<: aggn....,ivd y talh'li with ron­sumers, announced J plan w rela unchand the'll l<" k the plan to the nationalsale.. me",ting. firsl was understandingthe' amsumef insights on Ihe businessFrom there we' had s ome wry spluficinsight, whim was thai consumers inl,,<'ne'Tal want to do gm d and hdp theenvironment but they simply don'tknow how. The brand's he'ri~,<' wasgreen and had bwn since the 1950s. It'sproba bly one of the oldest green brandsolll the",. We've since lakl'O the MarcalSmall Steps brand and relaunched thee'lllire ponfolio. Insrmd of a "alue posi­tioning. it'. now"gn.'C'11 withoutrompru-

mis<:." We'", not pr~'ITlium . We're givingyou g.,xl value at a gt,xl prie'C. which"-\Illy de'livcd from s<~ne of the am­sumcr insights w<: gleaned .

Consumc'T'S told us everyone shouldbe'doing the right thing.The'}' were push­ingback and saying rhatall brands. houldbe' green. If green is sogm d brands thatan' doing hann to Ihe envinmml'Otshould be' a>sting us mol'(' and gn.'C't1brands1e'SS.

Every ellnSUme'T should for the hl\llthof tile' environme'Ot, be driving a Prius.Butit's l<"expensive.The'ycan't afford it.

You didn't 9" after the ' 'dari<-qrH'll''conSUlllel'S. Why?

Dark-g"-,,,n ronsume'T'S [Ihosewho try to

always buy based on environmental orsustainability faaors] a", aboul 15% 1020% of the population. The majority ofmnsume'T'S a", light g"-,,,n, alx.mt 60%.And then the browns [those who don'tprioritize sustainabilily in purma5l.'S1a,,-'the "-'SI.

How did yOlJ Imptement t he strateqv?

We introdua.'li il to the marker on EarthDay 2009. We've highlighted the per­forrrmncc aspl'CI with the new [Xlckaging.We've introduced a full mark~'1ing planbehind the' brand. We have ad",,"ising.mc'liia, publie-rebliom support. We hada markc'ling pbn. We hmi retailer tie-ins.And we're just now gc'lting intn st,,-~al

media which is something we think w<:can levern!,,,, !,,<ring forward.

We'", just gc'lting our toe'S in the water.We'", m"'''-'1ing. We're out on facclx."k,We don't "-\lllv haw a lot of results yet10 talk ~I",ngfy ahml. I do f eel that'ssmn~'1hing "'" can get a lot of tbcsc pas­si,mate aID~Ume'T'S to h:gin to talk to uS[about].

Thew are a 1<>1 of pc"->ple who h,l ]1<1S­sionalely alx.,ut cutting down tn'C'S.Grwn[X'Jl\' and Kirnb,:rly-<..1ark finallyh.,ve callc'li a truce, but theyre after theconsumerbrands 10 ch.lngc their ways.

It's anawfully tough business to be In asa small player, Isn't It?

It is. One of the messages "",'ve been try­ing 10 !,'<'1 tlinmgh in Ihe me'liia is Ihat'JS% of the ind u~try make'S its paper by

r. Developyoo-firslKXl-d<ly plan<ndstickto~ .

Z. Ulldefsl<nd yoor«nrenoi andCClllSlJfTlef: clevelo;>insightstret Qiveyoo acompet itiveadvantaQl!

I. Alignwrth VOO' CEO<ndseoiorIeadefship leamonvisionandstrategyIll'a iving lhetosress.Dismantle silos ltlalkeep you~

t Contl1lOllly tesldiffereol ectcstcre<!Chvoortarget«osnetcseewhat I'I1O'ieS thereese.

5. Thinkabout howyoorbr<nd affectstheerll'ironrrenllrom cradle tograve.

o formoreinterviewsw~hsenior-levelmarketing execs,I1OtO AdAije.ca.ItMOSlrlt~

culling down t"-'C'S and a", "-'ally onlystill made from recycled pep cr. For mostpc"->ple, what batli rissue is made of isdearl y not top of mind. So "",' re t rying10 fais<: awa"-'lle"" thai you are ruttingdown trees ccch and every time you(m"se I<> us<: one of ,mr a1mp<'IilOrs.

This year, we put an "emimnme'lltalfaas" pand on the f"ekaging I<> call outthat we'l'(' 100% nxvclcd Some of ourmrnpl'litors have mme out with 40%r~"'Yek'li produa. And ]00% is alwaysberrer than 40%. We call out that wedon't usc any t"-'C'S. We don't use anychlorine blc'am or dyl'S .

How will t ile FTC's updated GreenGuidedefinitionsalfect Marta! and9rH'llmariletlng~atly?

I'm m>ping the ne'l effeas will be stan­dardi,.1ti,," end transparency. They areimertwine><l and vital if Ihe", is to be ahealthy l1e'\t phase of environmentalamsume";sm, and why we rea'lldy u"kthestep ofplacing an l'Ovimnmental feces[Xlnd '10 l'Very pack.

How do you me.asure ROI?With e'Verything in markc'ling, youalways have to gt) in and defend whatyou spend. So, ye'S, we I,,,kat our syndi­am'li d1ta where w<: have ir. Becausewe'l'(' also in h,~ne imp"wcment andoffice, whe'n' ,,\' don't haw data. W<:have10 us<: industry "-1"'"s or fae'tory datathat our ~uppliers giveus.

We use attitudinal "-"'-'areh in s<>mecases because that'. how"", can bestmeasu", ir. But we have to measu", it,bexausc at the end of the dev W<: need todefmd Ihe money I'm askinS for and 1'1<'

alsoWant tobeefficient in howwe' spend.

Ultimatelydo youthlnkt ile bkNerbrands witl take notice and CJet Into thlsseqment?

I'm not sure all the brands are ime'Te'Src"tlonger tenn in jumping imo the fmy.Obviou,ly, we're not going to be niiveand say the'y CIluldn't.

What keeps youup at night?

H'IDl'Stly. I think about the' enviwnml'11t,and it sicke'lls me what we'", dtring in theGulf. But for me it's that we' as a societya", still rutting down tn'C'S fors<>me'lhingwe don't need to.

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AdvertisinQ AQe ISeptember G,2010 19

10 MARKETERSWHO TRANSFORMEDAMERICAN CULTURELiodicecontinueshisseriesbylookingatthepeople and ideasthatchangedour lives

ICONICGANI­tHANGlRS(Cloc ~wise)

Rav KrocM~rtha

Stewart.

.~""""ohWinfrey

SOCIAL MEDIA FOR AUTO, THE MEDIAISSUE AND MEDIA VANGUARD AWARDS

nation, Others arc p<.'Oplc who~h"p.'d our fn.'l'li"ms "od laws, And~IllC ar.: brands t !w l aff,...ned howWI' <'J!, shop and P.1S" our time.Each was on", an rdcc that hasgrown into a national-and in

Social media is the lastest-QrowinQseqmenl of interactive marketlnq and the auto industr y is )umpinQin lor the ride. The auto Industrv will speod about $1.2 billicm Ihisyear on some lorm 01 social media adverlisinQ. So how Can local autodealers lap Inlo social networks? And il they do, will il lead to moresales? This white paper provid es dealers with a blueprlnl lor how 10qet started. and provides case stUdies 01 social network campaiqns.

U'O K'''C. at American culturethroughout history, iamic im.1""-,,come to mind. Some arc turningpoims in history, forming our

PI BlIINUMTheshowman crealec sore ottremostsersationalpromotional stuntsofthe 19thceolury. Barnum stole aplace inthemarketinghallol famebystaginq outrageoushoaxes, thrOlXJhwtlK:h he droveaudiences10hisAmerican MLlSeUmandcapluredlheilTl/lQinahon otttecountry. BarnumtookacocntrysttIIsusoccosofspectacles arxlhad~ shed itsconservatism;scholarscredit himwithspuninqAmeri<:d to l.'fTlDrace scecteos,

many ClI>es, gIobal--fo...."1;' to be....'(kon<'Ii with. (kIn", a....' 10 ~xam­

pks of these po.~'pk and thdr ideasthat have gmwn far b<>y"nd cxpo.'(­tallons.

RlYMRIICIn1954, Ray«roc had thev~ of oeenoc theMcDonald's W€'know today.Hecameacrossa restaurantrun by brothers DickandM.x;McDonald, and inspiredbythe speed aooefficiencywith whir h they servedburgers,triesandbeverages.hesoldhlsideaot takiOlltherestaurant retcowoetctren, McDonald's wentontobecomethelargest test-toed chainin the world becauseof xrcc'ssolid suppller partnershipsaoo irercrase model.

MOVINGTHEMlTAl...._,.....

"..-- ,,--. , ..,

AN AD A GE AN D AUTOMOTIV E NEWSWHIT E PAPE R

Movinq the Mel al: How Automolive DealersCan Take AdvantaQe 01 Social Media

A joint white paper from Ad AQe Insiqhtsand Automotive News Qives dealers ablueprint lor how to use socia l media andcase sludies 01 campalQns.

lH.MACYIn1858,R.H. Maevlaunchedasmall,"tancy" orvcccosstcee.jtsentsern wasarrerro-etse red star,SOOJrCedfrom thetattoo Mao:y go! asayooflQ sailor.W~h thisstore,Macyattempted new tactics. Instead ofhaqgliflQ.hepresentedcustomers with clearly markedpricesandao:tively advertisedthem.Thesepractices ledto S36million in sales by 1918. Six yWrs later,M.x;y'sHeraldSqlJilreexpandedto become the "Wood'sLargestStore."

WAll DISIIEYWatt Disneycrwted hisf;rst srortsm the 19ZQs.ln 1928, hewonover the publicwith MickeyMousein SteamboatWillie.When heotrocuceccocr andprodllCed teetoresmthe 193Os, hisstudioskyrocketedinto popular~y. ByWorldWarIIthe federal QOVernmeo\ noticedthe positiveeffect~sney's lilmshad 00 Ameri<:dn moraleandcontractedthem tocreete cartoonslor the wareflort.ln1954, hewasoneof thelirst to introduceIulh:oIor programmingto TV.

S1EYI JDBSIn1976,SteveJobs andSteveWozniaksetcccceetcosin tre.oos lami lyga.-aqeforApple. whichsoon begantosell someof the first personalcomputers.In1985, Jobs leftthecompanylor adecade,creatilllj tesowncornpcte­company.NeXT,and formilllj Pixar.He retwred in1996andsooncecerereeccrA~e ooceecen,rtecoroewproducedasoccesstoureots~ productsthat haschangedthe media, roosicandcomputer industlies.

MAIlIIlI SllWARTWithinaoeceoe. thecateriflQbusiness that MarthaStewartbeganinherlarmhouse'sbasemeol in1976wasbillingceletw"ityClients and"",kingmore than $1 million,andshe had published aseries ofcestsen illlj Iifesty1eguides.Intheete 1980sandearly1990sStewart'spersonal famecontiflUl'dto flourishw~hTVappearances,Krnart consuttilllj andthe MarthaStewart Livilllj brand.Todayit'san mnic imageol femaleentrepreneurship.

RDBERI PITTMANThe"MTVGeneration"resulted fromthe programmingenotsorRobertPittman,whobeganshapingconlent torthe MusicTeievisioncablenetwor1l in1981. With hs uniqueblendof creative.business andresearchsawy, Pillmanmo4ded abraoo thatclickedwiththe youth of theday.MTVstoodcut from thetraditional networks andbecame themost profitablecablenetWOl1<of thetime. tthas srceexpandedto MTVNetworks,whichoperates inmore thanI6Ocoontries.

SAMWALIONIn1945,w~ha $10,000 loanfrom histather,sam Waltonbought aIranchiSl'd variety store.Heexperimented withpracticeslike lcJnger hours. buviOll inventory in laroeQlJilnt~iesaooofferfng abroadassortmentof QOOJs atooccet prices.W~hthe l ive-and-dime storeWalton et€'I'

opened, heput ctece-octcccotersreerthe eut havingconsumerspay for everythinqatonce.It was therccrceuoo forhisl irst waimart in1962.

OPRAII WINFREYCprah Winfrey had herl irstQlimpseof lameasa talk"'ShowhostinBaKimore ill1976.She wonnationalrecogn~ionoverthenextdecadew~tlherrnorniOllsrow, "AM.ChicaQO."aooher supportilllj role in "TheColor PtIrple."Thesynclicated"Cprah Winl reyS/low"launclled in1986andtecerreeoeeosteotM. Cprahco-foondedtheOxygenchal1l1O?l andwdllaunchthe Cpran Winfrey Network inzon.Cprahalsohas had success inpublishing aoophilanthropy.

HENRY fORlJAfter severalyearsspentwor1liflQ with iooustrial jobs,HenryFordbuilt hisfirst self-prnpelledcarriage in IS%.Seven yearslater. tetcnredtre FordMotor Co.w~hjust

$28,000.and in1908, thecompany producedtheModel T.ttecer sold 15,5OO,oooin the U.S.alooeoverthenext19yearsbecauseofFord'sassembly1ineapproach to massproductionand the lowcost.HerevolutionizedAmericawith the Moden.

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ME DIA 2011: THE ISSUEIT'S TIME TO BE MORE STRATEGIC ABOU T MEDIA.

An abundance 01 channels and QrowinQ number 01 devices aremakinQ conlent creation and distribution mOrecomplicated. At thesame time, technolo'ly has enabled markete~ 10 a'l'lreqate theirown audiences and commun it ies and en'la'le Ihem di rectly, leavin'la'lencies and media companies to wonder how t hey play in Ihatqame. This issue will explore paid, owned and earned media in acomprehensive edition dedicated to the evolution 01 media.

PUBLISHES; September 27, 2010

FOR INFORMATION ON ADVERTISING CONTACT;J.cklt Gl\eodlnt It 212.210.0725 or )Qhedlnelhdl Qe,com

TH E MEDIA VANGUA RD AWARDS

The Media Vanquard Awards (MVAs) seekto recOllnlze the efforts 01 publishers andbroadcasters thai are IlndlnQ innovative,technoloQy-driven means to extend theirIranchises, connect with audiences in new ways

Z010 ~ E1I IA and celeb rate the innovative ways purveyorsVANGUARD AWARDS 01 content have relhouQht their strate'lles lor

reachln'l audiences as Ihe internet and mobi letechnoloqies have rapidly Iranslormed consumer expectalions.

The 'loal 01 t he MVAs Is to not only hi'lhliqht Innovalion acrosse wide ranqe of morphinq and conver'linQ media ~nd platforms(includinQ websites, sotl~1 media, bloqs, mobile and iP~d apps.web video, audio, etc.), but to produce an essential and insplrinqcompendium of media innovation-a yearbook of stllte·of.!he"arlmedia circa 2010.

PUBLISHERS, BROADCASTERS, MARKETERS AND RETAILERS WHOARECREATING CONTENT, ENTER TODAY: ADAGE.COhtlmvn

fOR MORE ON THE ABOVE - AND OTHER BREAKING NEWS ­VISIT THE HOT RIGHT NOW SECTION AT: IIIEDIAKIT.ADAGE.cDM

C Bob Liodice is thepresidentctooItheANA (AssociationofNationalActve!tisers~ This is theei<)'lth inaseries 0110 CorumRS beifllJ~blished ncelebrill iOO oflheANA'sOOhanniversary.

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ZO September G, 2010 I Advertising Age

LEMON-UME FROM , .!

and of<""rybodyoc~ng faced with difk r­cnt priorities," said KristinaMa"b,<'lsd",f, VP-nalU ml and fLm llrosodas at PcpstCo. "But at the end of thed1y, I~mon-lim~ is th~ s<umd-Ia'S'-'St[corbonat<x1-:;.oft -drinkl category, andCSDs all' the 1a'S'-'St OCWffit,'I' Gt1<'gory.When you look at it that way, whywouldn't you focus ,m Icm,m-limc'l"

PepsiCo, along with <;ompc'1ilOrsCoca-Cola and DrP,w'r SnappleGmup,all "-,,m to have <"Ol1le to that conelusion.In the coming WI.'<.'ks. Ix>lh Si,'mt Mistand Dr P<l'P"r Snapple Croup's 7Up willintroduce new fonnula,. gmphics andadverti'ing.Andboth bmnd, say theyarecramming a y<'Jr's worth of inves t mentinto the nc'Xt few month,.

Spri~, m<'Jnwhile, leuncbcd its ArstnC'W GtmFUign in four y""rs mrlier Ihisyear. In the first halfof 2010, Spri~ Sp<'111$7.7 milli,m on m~a,un'<l ml'<lia. nmrlymatching what it 'pent forall of 20.)9.

"Whl'O you'll' doing lin<.' ex~nsi<ms,they take a lot of a11ention, bottler fO(llS,shelf SfXl'OC, «olcr SJ"llOC, and in must(lI""', they have not gcnc'ratcxl su'taincxlgrowth. It"s been Ixun.. splat." said lohnSimer, cxlitor and publi,her at Be""",I,'<'Digc'Sl. "Th,' mum to focus on roll' lcar­bOnal<x1 soft drinkl b"' nd, in NorthAmerica is buthsmart and overdue."

In addirion to focu,ing un the lemon­lime category OC'ClUSC of its size. cxccu­riVl'S point to other In'nd, 'purringinvestment. They say lighter, dearersodas arc p<'TC\.~v<x1 by some to be hc",lth­ier, making it an opportune time to goaher Cllnsuml'TS who may haw shil~t

away from soh drink, for hc",lth IUlSOnS.And Ms. MaOf,,,-~sdorf also pninllxl mnthat lemon-lime sodas are popular withthe fast-growing IlisJ"lnic population.

Pcl'SiCo is d iminJling SieTT:l Mist infa ...or of Sic'm1 Mist Naruml. which is' w"....'1encxl with sugar instmd of high­fructose rom syrup. Di<'! Sil'mt Mist willamti nue to use flFCS, The move, whimhas been in the works for ebooe 18m<mths, is lW1J-fold. Rl'SC'Jrch shrm'-'<Ithat brand loyalty in the lemon-lime cat­l'gl'ry isk,w,-" than it i, in thecola Gtt<'gIJ­ry, And the natural food and OC""rah'<'Gttl'l,"-'ry isc'Xplnding.

"There's nOt a stmng n.",son to chooseone Ilemon-li1Tl<'1 brnnd o\'er another....And whc'fl we asked COn,umc'l'5 whatwould 1l'-<'OH-1h'l' them in suda. ''''1Ima!"was the No.1 ronc'-'P!," Ms. Mant,'<'lsdorf"1id, "The n"rionofa mainstn.'Jm lemon­lime soda felt likea hut,'l' territory."

Ms. Mangelsdurf expc'<"ts the shih willmake SieTT:l Mi't "extn.'1udy a>nlp<'1i­rive" with Spri~. adding thnt the brandshouldmsilyex",,'<1 irspnviou, p<",k p<'r­formance Agun"- (According toBe""rn,,'I' D4,'<'St, Spriteism<,n' than fourtime'S la'l,'l'f than Sic'1"ra Mist, with a5.5% share in 2(X)9 CtHnFUn.J. to Si~=

Mist's 1.3% shan' and 7lJp', 1% ,hare).Gmdby. Silverst<;n h. Partnerscreated

SieTT:l Mist's ",'VII grapnics, as well a, theGtmJ"lign. ",him breaks s..'J'!' 20. It willinclude 15-and 30--,,-wnd spots, as wdl a,digital radio, print and ,"'t.,uf-home.

Spriteand7Up rontain HFCS, thoughthe fOI111<'1" also markers Spri~ Gn'<.'Tlwhich U"-'S Truvia, a '"""!Ural'" S\''-'<.'l~ner .

7Up, ,,>0, is increlSing its in\"'Sl1n<'01.Ju""than R,'b'l'fS, brand manager for 7lJp,"'id in tho.' lest four months of this year,the b"'nd will be sp<'l1ding what it ,\,ol ildnonnally spl'fld in a full >,-"'r. Accordingto K., ma r Mcxlia. 7lJp sp<'flt about $25mill..-m un measured mcxlia in 21 Xl'l,

aesecoeo41%rncte~ime

f\aI.Q; wI1ichwillbeacNertised asa'rewcrsc,deantaste,"and t.pjatedpadlaginqforthe first timesince2ClO6.

V""JffiCIBo1Ie8<XJ"_rtv.so-teresintroduced anewtagline,'TheSpark,"andalsorolledout itsfIrSt

0"""padlaginqoescn

~

. Y'"Mi'stNATURAL---------

-Naturalwillcostthesameas cxiqinalSierraMistandhavethe"medistribution.The~

carrp3ign'srreesrec­media spendwillreach2006leve1s,said Ms."""""",.$35million,accordinqtoKantar Media.

GOOGLE FROM P.l

search), according to Kamar Mc..:lia.Search advertisers Only J"ly when theirads COnven or ge'l a click, and in lun" thecrisis "'a, still al full-boil driving clicksun BP's ads. But if BP ke')ll sp<'Oding atthis Me, search would'veoc'(Otl1c'onc'ofirs bigger ad\'ertising 1in~ i~ms by theend of thc' y<",r, up there with nc'!work,.cable ur sput lV.

While lhe search-Sp<'Oding dOl'\lml'Otobramcd by Ad\",rtising Age is not ac",uplc'!e list of adverti"-'rs un C~x'llle,

the accuracy of its d1t.1 was v<'rifi,x1 bymultiple 'ou= ""ith din'<1 knowlcxlf:"of spending I,,,,-,Is, If s a n.'V<'aling (T(lSS­

,,-'C'1ion uf Gmgle's businc'Ss that giVl'Ssome daTity to ooe of the most opaquean",s of ad spending. and the li£.-bhxl "fmany Amc'rican businesses.

BI'"s inrn.'Jse under"un.'Sh"w impor­tant Google has become fOf nl'utationtTl.1nag,m''Ot. and in the banle for publicopinion. In the wake of lhe spill, C~:"gle

wasa narumlfirststop for p<~'Ple ,,-~'king

infonnation, and BPbought up cII"'l'fls ofkeywords associated with the disastersuch as -en spillN "bk," '"top kill" andNliw £.'<.'<1" as it 'i'x1 for clicks with newsstories, image'S of oilcxl wildliteand plain­tiffanomeys trollingfor clients,

"Ctx'llie has ocullue the TCl1lme "m­rrol for the world; it's the first stop. notTV,N said Will Margiluff, CEO oflnnovarion Interactive, a unit of Dcnsru.NM"n' than any mher mlxlia, that ml'S-­saging is rcqu..'Stcd; people are s<'ekingBP's ans"",rs "UI as oppo"-'<I 10 wairingto be told."

Th~ st<"'p accc1eratioo of spc'OdingindiCl1<'S BP optcxl for '"bmad matchN

keywords, ml'Jning many combmaronsof "oil" or Nspill" would lrigger a BPsearch ad. BP also Ix,,,ghl ,idl'" scarrhads, which dirood surfers to BP vidc'OS.BPdcclmcdro Ctlt11ment for this slOry.

&'Gluse it contmls 65% of U.S. w~bsearches. Coogle's complex algorithmsd<'1~mline more than any mher fuctorwhat information issurfoccd On the w<,b.GrxJgje kc'<.l'S a tight lid On irstc"hnologyto keel' people from !l"ming the syS1<'l11.Similarly. "-'Jrch ad, arc a black lx,><; any­one (lin buy an ad on Google, but it is

MICROSOFT FROU'

ing Micmsoft in its sale of Rawrfi,h,asked f", m<'<Iia mmmitments ''qual tilor gn'ater than the Clsh <;omprmem.

The Iubhcis-Microsoft deal isjustoneexampleof h,m' the upfmnt model natiwto TV buying has started to pr,n over todigital. Bur it al", rai,,-'S "-....-eral ques­tions: Docs the model of guarantwingdient dnllars in lump sum, work in digi­tal media. ",hen' ad sp<'flding isstill ruledby qua""r-l\J-qua""r and mmJ"lratiwlytillY budge'tsl Add in looming penaltil'S,and all' diems' oc'St in~n'Sts in j<''f'llrdy?

Executives familiar wilh holding­mmJ"lny-I,,,,c1 m"lia spendin!,: estimarc$140million would bec'asy for Publicis tospc'Od on display and s<'Jrch sp<'Odingwith Micmsoft. Bur sums north of$2oomillion would bea strowe,

In on~ anc'Coote, n'lay<x1 by ">mc'onefmniliar with the n'btionship, an age'Orybuyer for Publici,' Vivaki r""'ntlyscrambled til spend last-minute dc~larswith Microsoft Nanywhen' that's adecent fil" because the teem "'as short ofirsmmmirml'flt.

E,,-'O if il is struwing to mc'<.'1 that

Alookat$5740/ se<lrch spenditlQ

t;oo AO'/(RlISERS

1.356 ADVERTISERSspent between $KlKaod S100K

\000

o Imr S;oo.OOO- SIOO.OOO- $10.000­SI millioN $I million S5OO.ooo Sloo.ooo

\'ery hard t<> know howmuchanyone, I~talone rorporate AmcriCl, spends then' .

Th,' exccpti'>n '" thm is when Grx>gle,U11' its sab pitch. "The primary tacticG<x>gle usc'S 10 inlTC"asc ad budt,'<'ls is to,how thc'1Tl what others in th<~r C1t,'gI'ryare sp<'Oding a>nlJ"lnxl to wh"t they're'pending." said KC'\in Ryan, CEO ofMotrviry Marketing, a scarch-adwrns­ingmnsultancy ,

Our review of 5574 million ofG<x>gle's U.S, billings owr the Am halfof 2010 ,hows plenty of global <;orpora·ti,m, sp<'Oding mi1li'ms c'Jch month Onsearch adwrtising,. a, wocll as a gn'atmany hu!-.'I' mrpo"'rions thaI speod verylittle, ifanything. at all On "-,,,rch

"We can't mmment On these figuresbecause wehaw n't "-'en the document inqUl'Stion or determined what thesenum­bers nl'n':\<'nt,N said Dennis W,xxlside,vr of Goc.'llie Amc'riGt, Opcrmions,'"We'n' now hlking into the prlSSibilitythat someoneimproperly disclosed confi­dmtial infomlJtion alx,utour dimts, andl-vl will takeall appropriate action."

At the rime of the rig explosion inApril. BP barely registered un Goo'!llc.bul neither did its big-oil p<"'rs; Exx,mMobile, the wor!d's la'1.'<'St cnrporotion

goal, Publicis issaid to be spc'Oding signif­iC.lOlly lOOn' with Microsoft yc",r-o\'er­yC'Jr,

"We an' very plea,,-x1 with lhe currentstall' of our n'lationship wilh Publicis."said Carolyn Everson, head ofMi<.TOSOh's global advertising sales, in a,tatc'fllC'fll. '"Our t<'ams an' w"rking wdltI'b"-'1hel'. n. We arc confident that thefruit this n'lation,hip isoc'ginning to oc'artoday will rontinue through the end ofthe yl",r and wdl into the futun'. As faras we're <nt""m<'d. it's full st<'J1ll ahl'Jd."

'"Our partoership with MimlSoh hasall<>Wl.'d us to deliver such bendits 10

clients as advamah'<'llUS pricing and first­mo\'er"I'P"rtunitil'S 10 FUrticiFUtc m newconrenr and invenwry," "1id a vi\'aki'pr,kc'Swoman in a statement

In a quick analysis. Publicis clients donm dominate ComScnrc's li' t of topMi<.TOSOh display advertisers in the sec­olld quarter. Micmsoft', online advertis­ing revenue increased 8% year-owr­ymr to51.9 bill~>n for the ycar ending inJune. reflecting high.,t search and dis­pl.1y-adverti'ing n'\,enue,

One recent "'-'01 thatcould help Pubhcisn-arn its g""ls with Mim"'," is StarcnrnM..'Il~l''-'St Group's just-inkexl four-yc",r

by markc'1 C1p, spent just $l.3,(XXl ,msearch ads in [une.

By mmJ"lri"m. uoe uf Grx'llle's t<>padvertisers tlull munth, AT&T Mobile,spent mon' than 58 millirm cm AdWord,in Juoe, a biglllonth for the ",mFUny,whim was supporting the bunch ofiPhone4. (AT&Tis lhe third-Iarg<.'St U,S.adwrtiscr. according to Ad Agc'D;)taCen~r; it sp<'flt $2.8 billion on meas­unxl mc'llia---<tlmu" $1.3 billion On tvalon,'--in 2OH. The romJ"lny c1c-.;lincxl10 comml'Ot on irs search spc'flding.)Other big June spenders includcxl ApolloGmup. the company behind TheUniversity of Phoenix, online t",wl siteExpcxlia. el>ay and Ama7.on which all'pent O'"l" 55 million apiece On <;mrch.

The dataobeamcd by Ad A;,'C mdodcshUb'C b"'nds ,um as GM, Walt Di' ney,Eastman Kodlkaod BMW, ",hichappearto haw sp<'flt k'Ss than $5()l,(Ul in June.Tcch rival Apple sp<'Ot JUSt under$1 mil­lion on s<'Jrch during the month,. as didd'ip maker Intel

Am,mg GrxJgje's bi~'<'St sp<'O"'-'TS an.'bUsin<'S"", that depend un "-,,,rch lraffie,.including these that resell AdWords orsimply buy Coogle traffic to n':\<'l1 t<>theirown adwrtisc'T's, including HungryMachine, whim doc'S businc"" under thename Uving 5o<;al. which spent 52.4milli<m in June, and Ye1k""f"'gc'S.mrn,.whichspent $1.2million.

At, a snapshot, it's al", n'1Tlarkablethat Goo'llle's biggest advertisers, bigm<mthly spenders like AT&T. ApolloGmup and AmalOn, individuallyoccuuntlxl for k'Ss than 1% of Gmgle'sU.s. n'VCllue in June. The lOP 10adwr­tiscrs in thc' document mlll'<1ivclyaccount<x1 for JUSt 5% of Go,'ll!c's U.S.n.'VCIlue during the month.

Thc ",-Ulllnts listcxl an' distributedbmadly in terms of spc'flding levels. Thedocument show, 47 adwnisers thatspent more than $1 million in lune; 71that sp<'flt OC'1\'Wn S5o:l,o:xl and $1 mil­lion, and 357 that spent between$loo,(XXl and S5o:l,(X)), Th"", an' din'<1­billed CUStl>nl<'TS only, not the manythousands of ,tTI.,ll sell-serve adwrti,,-'TSthat make up Coogle's long tail. a keymmprm~nt in its $n billionglobal annu­al rc....'cnuc.

$100 millirm "'-",1 with the' production<;omJ"lny IknnanBraun, which hold,MSN ptupc'Tri<'S in itspr,rtfolio, Ikrm.1n isf('Sprmsible for lW'o MSN propertic'S,Won"'-'rwatl and Gin, and plans for anMSNBC po/itiClI site are also underway.While the Microsof ti,'-in likely S"'-'<.'1­encxl the dm!, Mc-.cJ ~1\'-'St and 1lc'1TTl.,n aresaid to have a IOOf,"Standing n'larion,hipthat prc-d,tcxlthe comminuent.

The so-called Strategic AllianceAgT<'<.'TTlent OC'tWl"'n Publicis andMi<.TOSOh was "-'1 in play at the CenncsAd'"l'Trising Festi\'al in 2OH, just ",-~'ks

oc'fon' Publici, Gmupe announuxl itwould acquin' Razurfish. Micro",hboughl lhe agenc)' as J"lrt of aQuantive,whith it acquin.x1 in 2007for $5.9billion.

Thc rommct<ial agn"ment was thcnintmdun'<l at thc' Ramrfish acquisirion.In a pn.'SC'Otation to i",,-'Stors, Publici'Gmupe CEO M'luriCC levy announc...x1that Publici, agn'--.J. to "aggn'gate ",1­urnc purchasc'S" in Mi<.TOSOh search anddi'play in exchaOf,'l' for fa"'rable ratc'S aspertof the Ave-y<'ar agreement.

In tum, Micmsoh agr<'---.cJ W"'nrinueits agency n'lationshipwith Razorfish fora minimum l,'lJa"'ntc....x1 £.'e for the du",­tion of the agreement

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FAllTV r.....Bh~ls). a 1<,&11 drama ft':lNring JimmySmits (NBC's "Oulla,,>"') or a new legalshow sporting DaM o..'lany as a mou rn­,urglxm-turnl'<l-medical exammer(ABCs NIl<1<lyof r".,f").EWll the <-\.\I isgetting in on the game by ending irs prac­tire of shov>ing n.1X>J~ of N Amend sNext Top Mod,j" on Friday nights. Foxmay 1>..' bcckmg the trend: "HumanTa'1'<.'l" and "GlXld Guys," slat<.-d to rumup on that ll<'tWOrk on Frida ys, arc k'Ss..­buny ..ffaits.

How stablels ABC's fal schedule?

By n-placing fnnncr ABC Entcltainmcntchid Stl·Ph..'l1 Mcrlwmm in July. jllS!"",d,s ;lft.... >elling it5 1l1"W fall schedule wadvertiso.'rs. ABC is sign.11ing that "'''ry­thing i, up for grabs. Mr. McPherson',fI·pl3<l..ml'J1t, Paul u.." h~ils Irom ABCFamily, whe", he built a 'table of bUl.zyprograms aimedat the young-teen ruche,i.e. "The s..Ul>( life of the AmericanT<.'l'J13j.,,,,'rNand "Kyle XV," Wh~t thisamid m",n for new ABC fo", ,uch a,

(Uml-dy "Mr. Sunshine~ or cop Mow" [);1rI~ 1 1-ll--7" is anyonc', gucs5. M r.

La> willlikdy be hlking for ways10 bol­'tcr ABC's aging hilS, "OesperatelIouS<.'w;ws" and "(;"1" , Anillnrny,»and lO brmdcn the appm! of criticalfavorite "Modem F~mily."

WhatchanQes willComcast Plrt IntoplaceOI'IU It finalizes It$ plfthaseofa majoritystakeofNBC Universal?

Thi, deal l,mg in coming. i, ,till ,btl'l! to

take pb l>:' scm1l'tin1l' around the end of2010, Ona' cumbinl'<i the Ill"W mmf"'ny"ill add cable ch.lnnd, such as NE!" and"Vs." to itsstable. andbeabk' to draw'IDComca' !'s va't ",ach and emergingrouch-pOTato t,'Chnology (vid,'O-on­ocmand, f'>ssible intera,'tiw pnHnotiOllS)and uS<.' itsTV n''lWIlrks to influerKe nlWTV-Winching behavior. Will Comcast behappy "ith the' pcrf.'nThlna'of hflli1<b"t­network l"BC? And will the 1ll'W ""ncrswant to rinkcr with NBC Universal'smanat,"-'ffl<.'nt or op.""rion,? We'lilikdyg<.:t the ansWI'1"S to those questionssome­time in 2011.

PAUL LEI::AOCEntertainmentthiefhilils fromABC family,wI1erehebuittastatMeol"".­aimed al VOOI1Qtees.Look fo..­hlmlobroadenappealollheM"Modemfamily"(toppho!o),

TV CHECK-IN "ON •.•

handle.When a fan t'nm"'" in behaviorthat hdps us sp",ad the word, we try toenmum!,"" that behavim."

Thew mnteot-sl"-u fk apps arc still\(Xl sm~ 1t for Kristin Fmnk !",nemlmanager for MTV and VHt Digital.Sht' says Twiner or F~a'bo:x ,k whichr",,,ntly a'ljuin-d che-d:-in-to-anythings<'lVia' lIot Potato, would make mo",sense for TV check-ins bo.'Gluse theyhaw thl' 1.,\,..1 of users that better matchthe mass audiences of TV. "Tk bigqm'Sti"n is who ends up being able toham,,,, the main't",am,N,he ,aid. n [

don't knowif it's realistic that I"-'<.)ple a",going to go to 5<.t'1rate pmdutts l<> dothat"

While MTV has launcht'l! a numberof che'Ck-in programs with Four>qua""which rt'P',m 3 million users. the net­work has not Y''1expcrimente'll with thechl'Ck-in apps sl"-uficatly for TV.

To date, MTV', program, havef"cus<'l! on I'Xte'J1ding nmrent int" thereal world rather lhan kwping thechec k-in ~bolUt what's on scree n. A"""ntly Iaunch,'l! program for il' Vid,,,,Music Awatds giws a Moonm,m badg<'1<> users lhat check in to mu, ic wnues,~Iong with a chana' 1<> win tickers l<> the,how.

"Social medic. in general, certainlyha, it, marketingopportunities with lheright messaging." M. . Frank said,adding that MTV ha, dt'Cid,'<! 10 5<.1"'­rate social-media outreach groups fmm

Il.dvert isinQ AQe I September 6, 2010 11

marketing, "The diffe",nce i, thal wecreate content and editorialize thing>,It', a further way to extend our pm­gramming rccch."

Gt'lGlue', Me. I,koldal,o 5<..." check­in ~PI'S a, ~ window into the "ta stegmph of entertainment,NNThink ~bo:lUt

the aggn..'g;Jle information on how I"-Y>­pIe ~'" con,uming emertJinme'J1t," hesaid. "How many !'l-xlp1c art' ",ading aboxlk ~nd Sl'<.'ing a a'rtJin movie? Whatarc lhe f"'tlern, thal em emerge whenyou look at fans of 'Tn ll' BloodTThough, at thi, point, HBO's ~h

Caluon said she h~ sn 't s een anyGetGlue data that', new to her.

One coming sociel media for TV apI',Starling. i, Ie" amCCrIll'l! with thecheck-in ah0ll':thcr. Cofounders KevinSlavin and Kenny Miller a", bettingtluJl check-In aPI'S will be Inn", than justmarketing de"ices. Out in October,Starling will concentrate on ext,' ndingTV programming int<> ,,,ci~l me'llia,NTrying to treat a TV ewnt as if it we",a Starhuck> and gi,ing l:""ig.'S for w~lk­ing lhrnugh the d,x>r i, mi'understand­ing wh~t a TV show is about," Me,Miller said. That n-a s<ming will alS<l 5<.'<.'networks' advertisers extend into socialm,'l!ia, l<Xl. "The", are interesting newopportuniti,,, to .'mpower networks tofind n,'\v ad dollars in lhi, ,pace," Me.Miner a,id.'Il. though hedeclined to pro­vide any 'I"-ufics. "Not only are weinnovating on the user experience.we're aI,,, innovating ad-,upportex:lmodels."

",~ MAR INA IfE, USASCO STYLE

.~~,TABASCOLOOnTOSPICE THINGS DP:After 24 years withTracyLocke,braoois invitillQecercestopijchcreaeeideas. for more.go 10 AdAge.com.

MARKETPLACE TO ADVERTISE OR FOR MORE INFORMATION CONTACT: CANDACEHANSONAT212-210-0159OR CHANSON@ADAGE.COM

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Contact Candace Hanson212-210-0159

chanson @ adage.com

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Custom ImagelO°Reels and Viewers Made

From Your Pictureso..-V.....t1o~"'''''''' -...-.d .... '- .... ,......,o~_~"'OoIf>oy, -.a-n.e-plIo<,......._.P!' ..-.d --.aof-..

IOl.&11.1470 · imqold.,om

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ZZ September G, 2010 I Advertising Age

JINGlES ,.. ' .I

music fm Ihl~ r ml""'h"'"That'sone nWOl1 brand; and 00 U<,'<.'fI­

cie" arc nUi""wring. and in many Cl"'-"relaund>ing. the a" of the iinglc--fromSm~ Fann 's num Nintl'ndo-fi,xl 8-bitI'l'll",k"of itsdassc "Like agood llI.'ighbnr,StJ~ Fann isIhen'" W Expcn.ln's qu,..t W

find a n,w band to s-ing its "Fn'C (.wilSa,re" song 10 Mefirnakt's uft-updoll-du\u." on its NI'm Lovin' It" tagline.

It's also why original !X'P so~" thaId"uble as adsa~ ()fl lhe rise, whe~her it'sCoowr;c pairing hip-hop up-and-com,,,Kid Cudi "'ith memkrs "f indic~nxk

bends Vampire weekend and &"t Coastfur an "riginal single:Summertime";online--J,'ring siteZoosk n'lTUiting mppcrsflu Rida andT-Pain fm the fully bronek'll"7...."'kGirlN;or Gatorade lapping hip-hopproducer Da"id R,nlll'T m pc'll lhe' rocka­billv tunc for its (\Im.'fIt "R,mution"ClmJX1ign , And Tommy llilfigc'T is alx>uIIn laund> loud. its firsl majc'" frugron,'CClmJX1iWJ in Y'-",rs, " i lh an "rigin.l1songby Bri lish dll1Q.~~ oo nd till' TingTingswrim'll sp..'lifiGtlly for the 00,

In f"'1, musk was Iheonly produ<:tionCltlW'ry that saw an incTl'aS<' in bU~'I't

lasl ymr, ac"L'Ording to a 2010 sludy fnHnthe 4A's; the Association of Mu,icPmduo.'rs (A MP) I'l'P'JnLU 78% of ilsmembers' income came from originalmusic \IS. 22% from licensed musk andarrangements in a spring 2010 survey.

NIt "'-"-ms like Ihe cyde is ebbingslightly, and it n",y be less popular 10align yourself with a majm supc"..,lar:said Elizal",:1h Myers, pn",idc"l11 of AMPand co-founder uf Tri",'TS Myl'l"; Music.She su~"",rs it couldbea n-fkC1ion of theeconomic mo.Jd-,riginal music fcclsmon: simpleand n'al And, she ",id, "inAmerica. the clients lilu.' W o"n thatide"l1lily thaI come'" wilh original music."

Jock Livc""'Y, co-founder of bicoasralmusic house DuOl,me, agn.....'" Ihat origi­nal music conwys more honesty."\Vhe...he'T consciously or nOl, to viewers[licensing music] fc.....ls a krtlc manipula­tiw, like you're jusl kind of n"l1tingsomethingI" wow me," he snd.

A h'rmving numoc'T of advcnisers an:n:in"csling in and n"inwnting theiro"'"jingle", for a Ill'W generation. lasonP<:terson, executive cn:aliw din.'elnr forImerpublic's Translatiun, which hasworked wilh ~cDona l d 's and StateFann, said brands MC stltning w n.'alizl'Ihe in""luablc ''<juily thaI aHTI,,,, wilh an.'al!,,'nil.,ble jingle.

"Takingsom....hing newand inhen:mto their brand, ",hich has a deep SO" ofmeaning. and making il ",levant andintenMing and bringing that into popu­lar culmn:is a bigtask in ilself," he ", id,

But 10 many a).,'<'ll')' CW''S, such a,M<Cann's Mike Boris, senim VP-exe-ru­ti\'C music produCe'r, it doc"n't matterwh''Iher Ihe music is writll"l1 sp..-ci~Gllly

for Ihe camJX1ign or if it', an exi>tingsong th.l1 lusn't n.u"ivcu national expo­surc-ces l'mg as it's a gmd 'Tl\ltivc fit,artisls wil11L'Od their musicand oCGlsion­ally Iheir lik,"I1''''s to an ad campai).,'ll .

Ny,,,,rs ago it was sdhng oul-ro",we call il selling in," Mr. Boris "'id. Thepitch? A major,pOl Gin g<'1 you the kindof play nali,mal radio du,"n't anymon:.

&'ginning in 2lXlH, majclT ad ag<'Oei,,,and brands h.we OC'L'Il glring to h'TL\l~r

lengths I" associate themselves wilhorig­inal musicandartiSI dc,,'dopml'llt. Ill"",'Euro RSCG ocquircd indic music labelThdlours in a bid to c"Llblish rn:diblcn:lationships be1wwn brands and a"i,15.

Also that year, PepsiCo's Mtn Dcwfom"u Gn.'L'Il Label Snood. an imprintIh.l t n,1<"'",-xl nl'l'>' songs ftum indie lxmds,ud, as Mall&. Kim andThe C.o,,1 Kid,;.

Mon: n'CL'lllly, [nterpublic Cn",p ofCos.' M,{".ann Erickson fom"-d an in­houS<' record label SlayU :'-1usi(, onbehalf of Holiday Inn. The label's firstsingle, "You Always Make Me Smile'"by up-and-coming singer-son~;wriler

Kyle' Andn.'ws, is fcarurcd in HolidayInn's new gloool campaign and is avail­able on Henes and 'roufubc.

AndTRWNChial/Day isnrgani7jngnew-music showcases this month inmarh-ts sum as li", An!,,,-i ,,, to h"'" bU7zbends in front of CI"L'ati\'C directors andclil"l1rs. It alsu (I,ml" downto l'con'>ntics,Ucen,ing song, fnlln k"'ser-kn""'n ornlW b-lnds am ran!-,,,, fmm $IO,(X() toS75,O::O, depending on ",h,...her the adairsonly onTV or online, ",hil,' the priCe'tag for beller-kno",n artists com,,,, in at$200,OCO to 53OO,OCO, Thl'll there a",me'g:l-anists like Lcd Z."pf',lin, I.-Iadunnaand the Rolling 5101'1''', who often costup",an:! of$1 million for one song

Of course, rrore din'el relation,hipsbelween agencics, brands and artislsrncens less "I'P',rtuniri,,,, forthe de,licarcujingle hou",,,and music-pmlu<tion a>nt­panics to book traditional ad gig:;, SO manyof them arediversifying th,~r n"Ume",

Inadd iti<m to I'Lxnn!ing scmg5 for s..usfur mark''1ers including Palm. pacificoBwr and H,,,,,,k...t-Pockan:l, Black Iris, anindie-music h"uS<' baso.u in theSilver Llkencighborh""d of Los Angeb, 1'L'Cl'lldycomp1c'lcxl the score fur a videx' gameandalso has a fledgling s-ingl,,,, label thaI juslsiWJ'u adistrib,tion dc'alw release 7-inchvinyl 1'l'U,rds and digilal downkods wilhSony's RED Music,

Similarly, DUOtlHle has 1x.'L'1l addingoriginl! scores forindic films no";,,w YorkI L"ve You"land Glble TVshows (AMes"Rubcon" History', NS"""mp r''OpIeN}toils die'lll list llI'Xt 10 origi",,] jingle" furR,,,1nn. Martini &. RO$~ Maxwell Hou,,-,InlL'Tnati"naland V,'Ti7'<Hl Winil'SS, thel,t-tel' of ",hich fJnlOLl,ly n.1'U'l'IIlU t ' BigR,~l jingk' this spring W pnm","' its vnn.xhnlol'LU ,'lG m<"'1';l!,'C,

The line between mmmemll comcnrand on cnnrinlll" to blur A1eX.lndn: Sap,a O ...fEum's The;Houn;, said thernmingI">il'll for him ",a,; w...."11 [\'C'T Glbriei~SIu.-d1O ''O"..'T lou R"'u's NThl' r.",w fthe Hmrl,." a "Hlg lhe one'time Vel ...Und''Tground frnntman WWte forCartier's Low Colkx:tKm.

NIt's all about quality. It's about thefighl oc'!wl'Cn music-producrion compa­nics making music JUSt for adwrtisingorha"ingclil'llts ClH11e illlo Ihe n'U>rd arm­I"'ny withIhe right conn''elion" n he",id,

lYLEANDREWS:Singer'sonqwritet'ssingle isleatllfedin HoIidi1y Inn'Sglobal campaign,

"Y&¥sagoitwassellingoct-oov wecallitsellirqin."Thepitch?Amajorspot

""'''''''"thekindofplayretcoeradiodoesn'tervrro'e

GREEN SUPPUES FRom

of40:1 pan."I1IS and30J"hml teachers onthe subj,'eI, finding 60% of teachersn'<jUl"l JX1n:nts <lemale disi nfcuing wil"-"forthe da,;srocH11 and on average usedis­infcuing produClS on high-cuntaCl an"'ssud, a, doorknobs daily, But 82% sayIhey fmr anergil", skin irrirati,m or aSlh­ma may l'l"Ull fnH11 useofd''aning pntd­ucts at sch,x~.

J\;,'l'dk'SS 10 ",y, Seventh C""I1eralion11.15 a solution 10 thc' problc'l1t, highlight­cdby a IxJdH'}-sch",,1 kil of irs produ<:t,and an "",u-friendly" oorkpack. The kitand backl"'ck arc distribuILu Ihmughhundreds of mostly mommy bl''!if,'<'1";Ihmugh the MyBlogSl"'rk nl'lwmk anda listing of "hl\llthy tips" available onI'TOTooay.com-a sill' for ParentTeacher Organi7.alions---includingswitdting w disinfluants that have Nnoind... )rair pnlluranlS."

S<.''''''llth Genc'Tilli,m also j,>im'li "ithStonyfidd Farm to spnn,,'r oock-tn-­schml ,-duGlti,m cwnts al;out Nho'" whave a healthier sch",,1 year" for I,co.)Pro,; around the mumry this reu- cech'''''I''-u'u to n\lch 100 10 .'iXl l"'n:nlS,a,,,,rding to M~un.'<.'ll Wolp'-''', brandeducalion director for SeventhGcn.'ntti,m, The movement isn't JUStlimileU to primary sch,x,l" IL""hets mparent" either.

Meth,td, markc-ter of nalural andbotanical dcarung products, recently sup­plied inh'TLuimt infunnation w a SanFrancisco Bay 1\ 1''-''1 stude'llt group, TecnsTuming Gn"-'ll (ll'Cnsrntninggn...n.org),whid, is working on cn:ating an "ceo-

HOLDING COMPANIES FRON ' .3

11.15 a Slrong <l<,m'''ticpresence- access til

Ogilvy Healrhwmld's sprawling f<Xll­prim in 33coumri,'S.

Ime'Public Group of Cos. appc'arsincTl'Jsingly octiwin thi' area. In thespanof rem w""ks in August, Califom~l-base'll

Dailey &. A,;so:":i<1l..,, wa,; aligned witho-erca ina bidlostl'L,%'!hm lhe singl,~

"ffjre cgcrcy by giving it 0CCl'$ to ,'US­

tl>m''T-n:brionship marh1ing ""der andlarge g1nb.r1 n,........nrk Draft. Around the""me lime, Campbell-Mithun,Min n,~'pnlis, annoul1Q.U it <'><>Llld absorbthe 5O-p'-'ffi1tl kJGtl uffiCe' of digiLl1 llgl"OC}'MRM---a d,x:ision C.ampbell -MilhunCEO SIl'VC Wcolt"'nlx'Tg said was drivL'llby acomfort kvel wilh MRM fmmwork·ing,m shared ilLulUnrs O\x'T the ymrs.

Unilingat,'I'neic" underIhe",me hold·ingcntnp.my isgcnc'rJlIy 1.'Ss thomy thanothcr adbnd mergers, typiGllly sJX1rkingfc...... client conflicts and many more syn­ergic"', Ca"'-' in I",im: Ihl' VI'PP move,SinCe' both of those health a).,'<'ll,i,,, scrv­iCe' Novartis, I'fizerandGlaxoSmithKlinc,it madefora sm,x>lh,,, process.

By far, thc' a!-,,,-'llC)' umbn:]]a h'fOUpleading the streamlining Irend isTmunt,}-oo",-'Ii ~1DC Panners. In July,MDC's premien: agen,)' brand. CrispinPoner & Bt,gusky, absorbed siblingagency Zig, a wdl-km".'ll C.anadian·shop, and rebrandcd it CPB Canada. Thesame momh, Kirshenooum BondScnecel &. Pa"nc'l";, ,11'1 the heels of gob­bling up Albma-b-l"'-u sibling Flel<her­Martin, absorbed multicultural shopAdn:nllina.

Askcu about the moves. MDC CEOMiles Nadal", id, flIt isdefinitely aro.,ler­ating."

NThe changing mluia landscapemeans a lotof fim" arc looking for a"is·

The addition of cleaning suppliesto oacs-tc-scnootustshas beengrowing for yearsbecause offearsabout the H1N1 virus andgerms.Asa result, the season hasbecome important to marketers.

ianitori"! c1osc... " lisl ofea}-friendly pntd­U<1S lhal schmls mn SIOCk.

The addition of cleaning suppli,'S tooock-to-schml lisls has be.....n growingfor ymrs as fin<lncially strappedschools"'ughl donalions from I"'renlS oc'CJuseof fears about the HIN1 virus andgerms, and as such Clomx Co. andRcckin Bcnckiscrs Lysol workc'li hardand successfully gOI their brands onlists, As a result the season bas becomeincn:asingly important to markelers,M" Wolpen said.

One diffcn:ncc this yl"'r isa""ilabilityofstrongergn......n-.."'ition'u alrcmanvcs.Sc..-elllh GL'll''Tarion in lanuary bunch,x!a linc of bUlanical di,inf'''-1ant> and wipc",registeTl'li ",ith the EnvironmentalProl''elion Agen<y lhal claim 10 kill99.9% ofgerms- jusl as Clorox and Lysolproducts do. M"h,td launch,u a similarlim' of disinfluing prodll<"tS and hand"'nitizers lastm"nth,

So far, with some ex(\'!'tions like PS107, S<.'vcnth Generalion hasn'l hadmuch SUCCl'SS getting it> brand listed onsupply lisls fmm Imchers or 1'T0s y,-t,said M" w olpcrr. "Based on wh~t we didlasl Y'-\lr, our focus for nc'xI YC\lr willlx.'I" increase o<'Crall awan:n,,,, [amongI"'n'llIS, IC\lchers and 1'T0s] about ourproduct availability," she "'id.

1

NILES NADAt: The CEO ofMOC says moredieolsee lool<ing townsolidale ee number 01partners they do business wrth.

encc in ,ocial m,uia, invcsunent in l,,,h­noloh'Y and pure SGIk" Mr. Nad.ll said."Oiems a", looking to consolidate thenumber of partners Ihey do businesswith,and you nex.-dto h.we the n.'Sour<~",

and scale."~r. Nadal de'lliLU Ihat MDC's com­

bining egcnocs was linked to a """'lltial",Ie of the holding company down theIUld but pointcxl cut that r<lDC this yc",rhas builtwhal it calls as a "shanu servic­cs group" 10 identify It"'''' of these''P..,nuniril'" evilhin irs ..,rtfolio,

Said Mr, Nadal ' Tbcrc's a lot of bril ­Klntly talented firms that a", h'TL'at .11",hat lh,'Y <l<' but cuuld benefit from big­!,"-'T plmfomts" and. ,m the flip side, rhcbigger finns benefil from nmo", d'1"h ofralcnr and more bench Sl"'I'I!,'lh."

"You'll "'-..... our bi&,""'t pbtfonnsexp.:md t,'<"'8mphiGilly and in thc"ir "ffc'T­ings. The~'s 11'10'" tOOHTIe, and Ihl' n'J­scm why i, thar it's provcn that P'-"'Plecan have the"ir Glke and '-"II it, 100; Ih,'yGin have their ''lltrcpl'L'nurial DNA butIhe n'S<rurces of a bi&,"-'T organi7"rion.We'n: ",orking on thn... or four lnOre[dmls)lhal [ Ihink are going to be reallyexciling."

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HARLErs ICO~IC RIDE IIlTH tAR~ ICHlE L lYNCH COMESTO AN END:Alter31 ve~rs withtilemotorCycle Cl)mpany, theagencymade anunusual move fl)"" ashop and resigned its client FI)"" moreon(hiS story, QO 10 AllAIje.COlI.

Ml"l~, rom!"'nil'S ~ppmr likely t<> farewell at ka't thmugh year c'1ld. EdwaolAwrino, media industry ~nal yst atBcnehmark c«. "'-"-'5 smmg TV dC'1l1and,in !"'rt from p<,litical buying.. and somebu,in~'Ss ,pilling into Ihe p"'1-deaionperiod dUl' to "crowding out" fromhmvy dc'cti,m sf'l'llding. Demand fmmchcnts hos spread w.:11 beyond a rebound­ing auto indu,try, he said,though visibil­ity beyond 2010 remains "limited."

Globally, it's oc,<'" haol t" tell Ihet<'has been a n'O.'5,i<m in dl'Velopi ng mar­kets such ~s China, India and Brazil . Butma,kc'1ers ea!l",ly cashing in on the"p!",mmitil'S havc madem~ny markc'1s,such as pad",ge goods, muc-n more rom­p<·titiv~' and prin"foruS<...J.

One ,..ni", om,umer !",ckage'-gnxl,l'XerutiW pn"lills wntin ul..J glU\\l h fordc",'doping markc'1' over Ihe next fiw to10 y<-ars, but at slow..t ro ll'5. [n,lia n'a..'llt­Iyjnine..J China in ",i,ing inter""l mt<.'5 towol off glU\\th and avoid inflalion. henorexl. And risingor stabilizing mmm,x1­ity ptio.'S l"Cluld foll:C a rebou nd in pncing{)[ u~,ling "ff on pmm"tion globally inthe next yl'ar, he said.

Wn'lte" from 1""e,," reports.

o Fortile full versionofthisstory. go to AdAqt.COlI

OBAMA "" '3dynamic America that's built on gmwthand opportunity and jobs:

Me. all']' ",id the key to ""'55utingAmericans about an l'COnOlnic future isbeing 'f'lufic ~bout initi.,tivl'S-\\';th"utbeing", sf'lufic tfl.,t the administrotionopens i,,"-'lf to anack

Dbama ,nmmilll..J that ermr of being""l'JS!,,-ufic whl'1l he promiS<.xl the stimu­lus bill "'lllld kc'<l' the une'lllplnymc'fltk'VI.~ around 8%. Today it's ;]I 9.5%."nl.1l wa, a ""'tc);ic mi55tcl': said JayCost who until lnsew<.'<'k wrote the Hol'Sl'Ra"" blog for Rml Omr Politia; and isno", headed to thl' WCl'k1y Standard.

On one hand, the admini",,,,tio,, hasstumbled whl'll it comes to highlightingthe tangible auumplishments thaI have(XIOle out of stimulus sf'l-nding. Can youidl'lltify a 'f'l",f;c ~Jb ()[ program that it'sm>;1ll'<i? A lccd from a June Nl'w YorkTiml'S story "" id it ~I[' "The shovels "refinally "",dy. But is any<me !",yingattc'll­tion?"

On Ihe nthe' hand,Ob-, ma has a haoltiml' artiCUk'ting a vision for m:owry.There's a f'l'S,imi'tic 'treak runningthT<lllgh Amenl."n l'COnomic thinkingright"'M', with quc'Stit>o' oc~ng askcxl "'''only abo"t a doubll--dip n'Cl.'SSinn. butal", a Japan-' tyl.. kl51 dc'Clde. CnlU ndle'SSoptimism isgoing to be tough to .1l''''1I1dof Ihe Anll'rican f'l~>pl...

lore Sullivan, vice chairman-globe]public affairs at PR firm Eddman, callcxlthe rommu nications strategy SO for a"pil'O..'mml" aPr,,~h and p<,;nt<xlto twoinitiatives announn'<.l in the IVSt n"mthor so that don'l add up \{) mum. An ini­tiative dc'5ignc'<.l to buoy the muntry'sm.,nuf"cruring base, 'Xl:Js ion~lly dubbed"Making It in Ameri<:a,N was fnllowc'<.l byrhc announcement of a smell-businesspu,h lhat hinge'S <m a lending bill nowsruck in a o'ngrl'SSion.,1 gridlock.

"looking at Ihis as a "mer, Ihe !"'nsdon't add up to anything." ",i,l Mr.Sullivan. " H .. ', lUll d<ring hi, equivall'lltof theContractWith Ame'lica-gi,';ngusa six-p<,int planand sayingIhis i, what it'sgoing to take, and this iswhat it's going todeliver us."

There's littledoubt kft this will take atoll ,m the o..'l!l'>:nIts in the midterme1l'<lion" with most o/>servers assumingthe party w.;11 loS<.' the HouS<.' ofRll'tl.'5<.'lltativc'5.

In thinkingab",n how obama, whoseaPrnwal raling ha, shppcxl lO a I,M' of43%, might recowr from Ihis, C1in,,>o 'sfirsl lenn OHnc'S up often.

In1m o..mocl1us Inst Cnngrl'SS to aRel'ublican Patty Ihal wa, ,urging <m IheContractWith Amenca platfonn built onan ''PP'l5iti,m '" !l'w~'TTlmenl sf'l'llding.Mr. Cost al},'Ul'S those mi,itl'nn losseskept Clinton on his hc,<,ls until h.. dug inon a Rl1lllblican attempt to n'<.lure thesf'l,<xl al which Mc~tiGl re Ul5ts wen' ris­ing. In 1996, having <.'I1trendlc'<.l himselfas th.. rentn,t he Tt'ally was. Oint"n wonn---.:kCli,m handily.

"Oin",n w"s "bl.. '" lk, Ihal lx'Clusehe wa, able 10attirulale a nc'w vi,i,m ofhis pn'Sidc'llry," ",id Mr. Cost. "h ml'ant,nmc'1hing diffen'1lt in 1995 than it did in1993. The White HouSl' is fonun-,tl' inthatlhe wtiting i, on the wall. [t's obviousthl' Rl'f'Ublicans are going to do ,wll andit giVl'5 Ih.. ptl.'Sidc'llt lime to mull 'wc']'how we're going to p'"ition oul'Sl'lves in2011 and 2012."

And who,a few Yl'arsago, """Id havethought Obama ",,,,ld belad.ing whl'll it<;oml'S lO c'><pn'SSing visum?

''Thisisn'tarewroma

"'~""ramaLltwascny ntterrid-198O;ttetvestcrtedtogo

-""'"1QO,k,olcuincanetoa-'"SiJ\Ii"'qs rate. rderrcsteue

""'Iffi""oeceoesweetheaoomaly."

I1

22%of total~pendiOQ (4% lesslhanthecomparable halfof boomers did in 1999). Even ~

youioclude thecoer seqrnent 01Generation Y(age 25-34), you still onlytotal38% ofspendiOQ.

Whyis that a problem?The problem isthatthesetwoageQroups. even

when ccrobined, have2.4milion fewerhouseholdsthannetocerersco, At a limewhentheeconomyreecsuentcstec coaosceocusoutol therecession. theysimply lackthehorsepower10do so.

The2009 unemployment rate wililactor in aswell.Thetwoage groopswit hthe highestunemploymenl rates are zs-tc-34 at9.9%(thosecomiOQ out ofcollegefrom25 tozsere at10.6%)and351044 at7.9%.SO theagegroopthatshould becomiOQ IntotheirearniOQ prime isostesd cotofworkata veryhighrate.

Let's Iookat ~ anotherway.In199a the25-to­44(Ceo Xandlateboomers}se<:jment cctesrredtheastc-easeoreot (boomersand pre-boomers)by$426billion.lf W(' Iookat thosesameage rarqesin2008-nowCeo Xersandoldermillennials vs.tteboomers, the boornersarepullinq io5535 billionmorethantheiryounger coooteperts.SO lheboomers are stilldrMOQlhegrowth.

Is trerea silver lini ooinlhere? Anywhere?Yes.W~h aillhelaikaboul howbig the boomergeneration is, andhowthe millennials are hardtoliQureoot wecnen lorget tnettre millenfilalsactually octnumbertheccorers.For thenextseveralyears.W("II havefewerhouseholds io thepeakspendiOQyear>, buteventually themlliellnials- all 85 million01 them-will Howin.

....TT CI....OOW:,

for the pastlewdecades, bilbyboomers havedriventteeccoonc growth in theU.S.Andtherearea lot 01 them, incase you didn·t krow.correctCensusdata prttbe numberof boomers at justuooer 80 million, or a touchovercre-tnlru of alladults.HoW('V('f,they're nowmoviOQ ototreooe-ccoot, andtrosetousocot spendnearlyasmuch.In I999the boomers werebetween theages 01 35and54. Theirgeneration accoo ntedfor42%of households, 53%of all prelaxincOll'le andjustoverhallofall speodlnq In theU.S.-$2trillion.

In 2008, theccorees haveIT'IOVed into the 45·t0"64 ecereoce. They~t i ll ecccoot lor44% 01totalspendiOQand 46% of IncOll'le.

Theboomers, despite theirsuperior num~are S-hiftiOQ iolothe65-ero-oce- agegroop,whichtypicallyeccooots for jusl l4%ofspendi00,astheirmortgaqesgetpaidoff, theirchlidrell lT'lOVe outandtheirexpensesdecrease.WMe Ihis agegroopgenerallyspends money onbig-tickel 'tens likesecondhomes, with the recession Mtioo their40tKs as trev wereetcot to retire,manyareforQOioo thoseexpenses andcontinuioo towork.

That lurther hoses theceo xersbecausesomaovcarrt moveupintolhe highe!'payiOQjobs.

Tammy Erickson, eutrcr01 a recent book onCeo xe-s, "What 'Sllext cenX: ' says,"(Ceo XIreally haveoctteo theShOrt endof thestickfrom amoneta.-yslandpoinl. RiQht rowat the recession,the bulk01 tenXis in bothlheirpeakincOll'leandpeakspendiOQ years 01 I~e. Yoorpeak«core isbeiOQ limrtedata limewtlen you'd want 10bemaximlzinqil.Andyour peakspendiOQ isoccurriOQ at the timewhenyou'releastlikely10have a lot 01 oecretcoerv income."

Generation X,meanwhile,accoonts for just

WHY GEN XWONT SAVE US

thTllwing in the t\1wd. WPPCEO M"rrinSorrell who tended to be blum aboUIp< ~,r proSp<'ClShe'ading inrorhe n'a..'Ssion.is ",unding no abnn, of a doubledip. [nan inve'5wrcall last mllOth.. he ", id diemshaw n-alized "the world wa,n't going lOend" and are "starting to 10<Jk fnrl'.!"'n­5Ion."

"I hevcn'e witnessed any fourth­qualtl'r l'lltb-leks or mid fe,<,t: said PhilCowdelL North American CEO ofWPP's MindShare, ~but [[I , till "'-'<' ceo­pie invl'5ting in building brondsand driv­ing lc-ads."

Othe' agency ,hids are al", relativelybullish. "Our shorr-rerm p,,*'cti,lOS donot show moderotinn,l~ in the fao:ofthc prl'SS mlkingabout a d,",bl.. dip," ", idTom Harri",n, chairman -CEO ofOmnicom Cnll'p's Diwrsifil'<.l Agl'llCYSeTVio.'S gmup, who said hi, gmup i,5O..'<'­ing dn"ble-,ligit growth in 2010.

But Davc Senay, global CEO ofOm niom's F1cishman-Hillard, ",id thl'O>05O..'ll'"S of "b'l'ncy hC'ads in the PRindustry is for a "s<''<"Clnd-half softl'nin""whk h may be a haroinge']' of a k>oge']'­tenn trough: A double-dip n'a..'Ssion is"a tl.-al possibiliry."

DOUBLE DIP "OM ' .1

R<'Sid,-,m~11 mn'trurooo has f"lIm as ashareof us. CDP and u.s.",,{umaker>,while pmducing k'S" a", mo", profitablethan during the- peak of the ,wnomic<'XJXl nsi,m as they Tl'Strumom,1 for asm"llcr marh'!, In.king furth,·, wynffsIe",likdy.

On the other hand, whik manuf,,­turio!,: b"",dly has 1x"'J1 amooS thebi&,'<.'S1 growth driver> in the U S., muchof that has 1x'l.'11 fueled by wbuildingif"'''nl"ri,,,.That em', hst if the inWnlO"ri l'S don't ",II . Pro<:fff & Camblc Co,Chairma n-CEO Bob McDonald summedup th" muddled nutlwk of many mar­h'!"rs in an ""mings mnfl,,,,ncc GIll 10"monlh whcn he said he doesn't CXIJI.'Ct ad{)ubl,~dip n",-'S<;~m. blll add,.,j, "] thinkthe' oomnmk m.:overy in the UnitedStates will he UI1,......'11 ,N

In an app"rcnt adjustml'1l! to mo.....Clm,.,rvati", l'Xf"-'Oatitms for the nexlthn:.: years, P&G in recent months has(han~'I.-d its top-linc b'TIlWlh tMb"-'1S for,..nior mana~;ers and will ,ompensalethem 00S<.'<.1 on how they do vs. the com­petilion ,alher Ihan vs. an absolutegl'llwlh U1},'I't. And while P&G edded S1billion oo,k In il5 ad spending for the fis­cal year ..ndcd lunc 3O---<l 13%inC"K';l5O..'-iI's pl1nning more mode'l , in­glc-digir growth for ad spending in lincwith ",ie'S gnMlh Ihi, ymr.

Consumer Edgc Research, in itsmonthly poll of 2,5(X) mn,umerS !a,tmonth.. fouod improvedoutlookfor bust­nl'SS conditions and hou,..hold incomeand an """",11 n'bound in <;OIl,umc, ,..n­timent afler two momhs of , h,,'Pdl",linc'5. Yct um,umcrs said they pbn In

shift In discounu'rs, buy lower-pria.'Iib",nd>, wail for sak-.,;, !"'y down debt andseve.

lohn Gerzema,chiefin,ightsoffi"", ofY&R and author of rhc ,,~'n-to-be-pub­

li,h..d "Spend Shift,N""" a perman..ntmove toward more conservative spend­ing !",llc'TTl'. "Thi, i,n't a n..w normal "heseid. "It's an oldnorma]. It wasonly inIh.. mid-19805 Ihat ".., .rancxl lO go flOm;;aving 10% of our income to a nega tivesavings ",Ie. I'd almostargue the !"'st fewdecades were the anomaly. We're goiogbad< In a more practical way of spending.whc''-': w.: don't have access to the ;;ameamoum of ere..tit."

M,. ("">C17-cma call, it a , hift to a"debit" ,,>cil'1y from a "m..lit" ,,>cil'1y,and ,ome n'tailers are , hifting gears to"ddn'SS consumers who pn'fer 1O sf'l'lldmore frugally or operal" on ca,h. Targc'1m'xt month willlx'gin pushing its nl'W5% n'waol, program thaI giV<.'5 , hoppers5% off when they uS<' either a Tal},"-'1cn.'<iit or debil Glrd, and Kohl', is addingS20 milli<m to its marketing buo:4,...'1 toposition itself as "th.. smartl'Sl d"ri"" fma cautious <;OIlsumc'T:

But markelers bmadly are for flOm

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