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Industry Buzz & Snippets: 5/13/08


UNIQLOCK wins 'Best in Show'
at One Show Interactive

Ad Networks and Analytics:

  • Real estate search site Trulia has built its own ad network, which may be valuable for advertisers pursuing local ad opportunities.
  • ABC has introduced the "advertising value index," which tracks how well commercials perform on a given platform.

Agencies and Marketing Execs:

  • Digital shop Enliven will merge with DG FastChannel, a production and asset management firm. The pair will form a shop for online ad creation and management.
  • Subaru of North America tapped Carmichael Lynch for digital ad work, moving from R/GA.
  • Starcom created Starcom Performance Marketing, a consolidated unit for performance-based media work.
  • Nike won "Client of the Year" at One Show Interactive for the second year in a row. Nike campaigns worldwide received eight Pencils total. "Best in Show" went to Projector for its UNIQLOCK campaign for UNIQLO.
  • Database marketing agency Merkle was selected by the US Navy Memorial Team for its fund-raising and awareness efforts.
  • Daina Middleton was named SVP of Moxie Interactive's cool-hunting Sunao division.
  • Euro RSCG earned global creative duties for Chivas Regal, beating TBWA/Chiat/Day. The Chivas account is worth about $90 million.
  • Alexander Schmidt-Vogel was named global CEO of GroupM Trading.

Biz Buzz:

  • If spurning Microsoft was intended to raise Yahoo's share price, the strategy has failed. Its valuation is dropping, which might make Yahoo more attractive to less desirable suitors.
  • Clear Channel has been trying to sell itself to a consortium of private equity firms. The effort hit a speedbump when the prospective buyers neglected to secure financing to complete the deal. Clear Channel is currently in talks to move forward on the deal anyway.
  • Electronic Arts received $1 billion to aid its proposed $2 billion buyout of rival video game publisher Take-Two.
  • Facebook has secured $100 million in funding. Much will be spend on increasing server capacity.
  • Clear Channel is negotiating with Pandora to license streaming radio on Clear Channel sites.

Campaigns of Note:

  • Honda is promoting the 2009 Pilot with a quirky multi-platform campaign. Visit Pilot.Honda.com to create off-color videos that mimic the TV spots, which alternately feature geriatric nudists and jetpackers. Online, Pilot sponsors YouTube, Hulu and Yahoo, among other destinations.
  • Pepsi is among the launch sponsors of the Coolspotters, a destination for celebrity photos, TV shows and movies. Users may buy the products and fashion items on the site.
  • Ice cream chain Carvel launched a campaign where people can interact Fudgie the Whale, its mascot, via text message. Coupons and special offers are also available.

Cross Media:

  • MTV ensured that advertisers at its upfront presentation knew about the online extensions of its programming, including virtual worlds for "The Hills" and other shows.
  • Networks aren't the only ones holding upfronts this season. Agencies, websites and other unlikely media entities are also pitching advertisers, mostly to emphasize the importance of digital video in the marketing mix.
  • Procter & Gamble and other brands are expected to cut back on traditional media ad spend this year, in favor of online campaigns, where metrics and returns are higher and more accurate.
  • Viewers would rather watch shows live on TV than elsewhere. And while product placement is considered better than more advertising, neither is pegged as effective by viewers.

Legal, Government and Regulation:

Online Content:

Publishing:

  • Manhattan Media bought Harvard's alumni magazine 02138. It plans to launch an 02138-themed website with social networking functionality.
  • Newsday was sold to Cablevision for $650 million, following News Corp.'s decision to withdraw its $580 million bid over the weekend.
  • The Magazine Publishers of America claims publishers launched 65 new digital initiatives in 1Q08, 14 percent more than 1Q07.

Tools and Software:

  • Microsoft is introducing Messenger TV, a service that enables people to chat while watching videos online. It also avails more ad inventory to potential sponsors. Some has already been snatched by Pepsi and 20th Century Fox.
  • Powerset debuted its semantic search engine. Currently limited to Wikipedia and Freebase, it is expected expand outward in the near future.
  • Next generation productivity software mimics social networking for intra-office relationship management.
  • Google is using technology from ScanSafe in Web Security for Enterprise, a corporate solution for controlled office surfing.
  • Reuters released an API that lets people create news and image apps.
  • Microsoft Windows Live web-based software will soon be available to Blackberry users.
  • Yahoo launched the Yahoo Internet Location Platform, a set of APIs that allow developers to create geo-targeted applications.

User Experience:

  • The RIAA is convinced users want DRM as much as record labels do, though that goes against most stated consumer preferences.

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