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March 2, 2007 issue
Toronto Zoo gets viral with hissy spokesbug
Who knew cockroaches could rock out? The latest campaign for the Toronto Zoo stars a musically inclined Madagascar Hissing Cockroach named Jeb. Read More
Ford Fusion's "vice" is Slice
Ford is taking a Slice of women as the new net's inaugural sponsor. The brand will drive on-air and online executions in a program that gives a sense of the net's integration quotient. Read More
Want a job in a street gang? Follow the shell casings...
Used shell casings and mock gang recruitment posters are "infecting" the youth-at-risk target in Vancouver. The OOH twist is aimed at driving young people to the online elements of DDB Vancouver's latest PSA. Read More
Notes from the media landscape: Audience-engagement guarantees to become the norm?
NBC announced this week that it's upping the ante on a policy it pioneered during last year's upfront - namely, offering Toyota a guarantee of audience engagement for any show the auto giant might buy time on. Now the net says it will offer the same deal to any potential advertiser who requests it at this year's upfront.
The announcement broke just in time to be debated by attendees at this week's American Association of Advertising Agencies conference in Las Vegas. Their big question: How can any network make such a promise come true? The answer: by hiring a measurement biggie like NYC-HQ'd IAG Research, which has been working with NBC to develop a series of recall-based engagement norms for different types of programming.
So now what AAAA attendees are wondering is if and when pressure for other networks to follow NBC's lead will reach critical mass.
