AAF-Houston AdSmart April - Creative Thought Leader Series

Houston AdSmart

April 2011, Issue 24

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In This Issue...


Rita TrelewiczAccording to Ace Metrix, Mars candy commercials scored big the first quater of this year. I am sort of partial to the “You Are What You Eat" spot which ranked 9th. In this spot, the guy turns into a Pretzel M&M after eating a little too many. If we really are what we eat, then these days I run the risk of becoming a marshmallow Peep.

As you may already know, there was a recent change in speaker for the April luncheon. While Lee Garfinkel is not able to join us this month, Ben Gaddis, Vice President, Innovation and Growth at T-3 in Austin, will deliver a killer presentation on mobile marketing at the April monthly luncheon.

There is still some time to make your reservations for the 2011 AAF Tenth District Convention in Oklahoma City. From April 13-16, attend the MAD FLAVOR and relish four days of an all-you-can-eat advertising buffet.

As always, if there is something you want to share, drop me a line. I look forward to hearing from you.

Until next month, thanks for reading!

Rita Trelewicz
AAF Houston AdSmart

Creative Thought Leader Series: Ben Gaddis on Mobile Marketing

Ben GaddisJoin us on April 20th when Ben Gaddis, Vice President, Innovation and Growth at T-3 in Austin, delivers a killer presentation on mobile marketing at the AAF-Houston monthly luncheon.

He will be talk about the "I Am Here" campaign, addressing the challenges that T-3 faced while creating the campaign and how they used social media and mobile marketing to turn one donated billboard placement into a national media event.

Ben is an envelope pusher, ever ready to cultivate new ways of solving both known and arising client challenges. He leads the T-3 agency’s innovation group, developing emerging applications and media strategies. With ten years of experience focused on technology in advertising, he has developed mobile strategies and programs for Coca-Cola, JPMorgan Chase, AT&T, UPS, Nokia and American Airlines. Ben is a co-author of Mobile Marketing for Dummies and contributes to the DigitalNEXT blog on AdAge.com.

Saurage Research is a sponsor of this event and the Houston Business Journal is the exclusive media sponsor of the Creative Thought Leader Series of luncheon programs.

Register for this event.

Senate Committee Considers Privacy

The Senate Commerce Committee conducted a hearing last month on the state of online consumer privacy. The hearings were generally encouraging for advertising, with widespread acknowledgement of the benefits to consumers and companies of online behavioral advertising. Policymakers were also very positive about the Digital Advertising Alliance’s new self-regulatory program. AAF is on the board of the DAA. However, there were still calls for more government involvement and legislative action.

Jon Leibowitz, chairman of the Federal Trade Commission, called the DAA program promising, but expressed concern that it does not go far enough. He said that any do-not-track program should adhere to five principles. It should be universal, easy to find and use, persistent over time, allow a consumer to opt-out of both behavioral advertising and tracking, and be effective and enforceable. AAF believes that the DAA self-regulatory program largely accomplishes these goals.

AAF believes that self-regulation will accomplish most of the policymakers’ goals and provide consumers with significant protections. We are not convinced that congressional action is necessary, but will withhold judgment on specific legislation until we have the opportunity to review specific proposals.

Most Effective TV Ads for First Quarter 2011

In the first quarter of this year, the most effective TV ad running was "Focus Group," a spot for Mars' new Snickers Peanut Butter Squared, according to Ace Metrix. They measure commercials' effectiveness based on persuasion and watchability on a score from 0 to 950.

The spot scored 668 and the norm for candy spots is 585. The commercial shows sharks in a focus group expressing a preference for the taste of a person who had just eaten a Squared over someone who had eaten a regular peanut butter cup.

Three M&M's spots made the rankings. One, for personalized M&M's, "Red Can't Say He Loves Her," ranked #3, with a 662 score. The "You Are What You Eat" spot was #9, scoring 645 and the third spot, “It's Them or Gary", placed 10th, with a 643 score.

To read more about the rankings of other ads check out Media Post.

Member News

To help break the ice if you see any of these members at an upcoming event, we profiled a few. If you have any news you want to share with the group or want to include a short profile in future newsletters, please contact Rita Trelewicz. Let the Houston ad crowd know what is going on with you!

Katy WendellKaty Wendell is a native Houstonian. One of her heroes is her dad because he always smiles and remains positive through the ups and downs of life. This trait may have rubbed off on her since she is a very outgoing person and can literally get a long with a brick wall. She us also very dedicated keeping focused on a goals until it’s accomplished. Her favorite movies are Forrest Gump and the Hangover because one is a great, inspirational story and she can’t stop laughing watching the other.

©American Advertising Federation-Houston, 2010. All Rights Reserved.

Rita Trelewicz
(713) 419-3567
Author: Rita Trelewicz
Phone: (713) 419-3567
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