ADWEEK

Articles from Vol. 50, No. 9, March 2

Breaking with Tradition: For Buyers and Sellers, the Time to Recalibrate Best Practices Is Now
As we continue to plan and replan strategy for 2009, the media community must not follow the norm. Traditionalist buyers need to look beyond their purist ways and actually be, well, creative. On both sides of the desk media people who in better economic...
CEOs in the Hot Seat: Despite Bad Buzz and Bad Press, Why Execs Continue to Star in Company Ads
[ILLUSTRATION OMITTED] When the country's financial crisis hit hard last fall, Euro RSCG in New York produced open-letter newspaper and magazine ads for client Charles Schwab. The print work starred company founder Charles Schwab, who, in the ad,...
Coming into Focus: TAB Prepares Educational Effort for New Eyes on Ratings
[ILLUSTRATION OMITTED] Four years and $20 million in the making, the release of the outdoor industry's first-ever ratings are only weeks away. So anticipated are the new ratings that the Traffic Audit Bureau's Webinar on the new service held Feb....
Command Performance: Are CMOs Happy with What They're Getting from Their Agencies and Media Partners? Mostly. but Chief Marketers Told Us What Else They Want. Here It Is, Step by Step
[ILLUSTRATION OMITTED] Not unlike an orchestra, in which every instrument must be in tune and synch or the whole thing sounds like a mess, the three-way partnership among brands, media companies and media agencies is one of delicacy and balance....
Digital Shops Begin to Feel the Effects of the Economy: In a Broad Recession, No Part of Advertising Is Sale from Cutbacks
NEW YORK None of the ad world, not even the high-growth areas in digital, is immune to the ill winds blowing through the global economy. To be sure, online advertising is not in recession, which is classically defined as three straight quarters...
Eyes on the Prize: Cemusa's Nigel Emery on Why TAB's New Ratings System Is Needed
As other "traditional" advertising media continue to lose audience--with television viewers TiVoing through commercial breaks, print readers moving online or to mobile media, etc.--there's one advertising medium that is holding strong. Out-of-home...
Freak Week: The U.K. Scares You with Its PSAs, Belgium Gets Animals to Ride Buses and the U.S. Grows Armpit Hair
[ILLUSTRATION OMITTED] SLAP IN THE FACE U.K. STROKE AWARENESS ADS The British have a talent for creating PSAs that scare the trousers off viewers. The safe-driving ads are usually the worst, but last week it was a public-health effort that gave...
IPG Acknowledges Client Cutbacks: Interpublic Group Hits Margin Goal, but Shifts to Cost Control as 'Cautious' Clients Pull Back
NEW YORK Although Interpublic Group hit its operating margin and organic growth targets for 2008, it came against the back-drop of significant client retrenchment at the end of the year. Client belt-tightening has continued since then, forcing IPG...
Layoffs and the Brand: In Tough Times, Heeding the Golden Rule Makes Good Marketing Sense
Every morning, I retrieve my Wall Street Journal off the driveway and glance over the headlines noting the next company to report major layoffs. It's becoming a habit, albeit a dismal one. Across the country, companies driven either by necessity...
Ownership's Downside
[ILLUSTRATION OMITTED] The advent of the "ownership society" must seem like an awfully mixed blessing to the owners of stocks that have tanked during the current recession. An Associated Press-GfK Poll fielded last month found that plenty of people...
Tech Today, Profits Tomorrow
Our world is littered with great ideas that never succeeded because they just never found their business footing. Perhaps the best example in media history is the Betamax. Introduced by Sony back in 1975, the machine that let you tape a show and watch...
The New Reality Facing Job Seekers: Lower Salaries-And Lesser Titles-Are Inevitable for Many
NEW YORK Last week was one of the bleakest in the current economic crisis for the ad industry. In just a matter of days, agencies nationwide made significant reductions to their workforces: McCann Worldgroup S.F. confirmed it cut 5 percent of its staff,...
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