Industry Races to Rev Up Revenue

Along with cost cutting, ad agencies are gearing up on the revenue front, hoping to wrest more project fees from new or existing clients. Landing projects, or limited assignments beyond what an ad firm has been contracted to do, not only offers a short-term boost, it can a give a firm the inside track to win more of a client's account.

Wall Street Journal

'Breathtaking' Is One Word for Purported Arnell Pepsi Doc

Over the past 24 hours, adland has been abuzz about "Breathtaking," a 27-page document purported to be the thinking behind Arnell Group's recent revamping of Pepsi-Cola's logo. Littered as it is with marketing jargon, images of yin-yangs, mobius strips and Da Vinci's Vitruvian man, you'll maybe wonder whether Michael Phelps wasn't the only one hitting that bong.

Ad Age

Pepsi Gravitational Field

The 25th Anniversary Of Apple's "1984"

CNBC

Gatorade Quietly Aims to Revive Brand

The ads are part of a big rebranding effort for the Gatorade brand that includes a redesigned package and, according to a person familiar with the matter, a Super Bowl commercial. PepsiCo is trying to reach consumers beyond sports nuts to help reverse the brand's weak sales performance. The company is expected to spend roughly $150 million on the ad push, according to the person.



Wall Street Journal

Sweet Surprise

Fate

Choc in a Box

White Castle Equity Video

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The Plot Thickens

What the Heck?

Michel Gondry Levi's Commercial

Nike Liu Xiang Ad

This is the type of thing that makes Nike a leader in sports marketing. When the other sponsors privately cringe at the thought of one of their top guys going down, the folks at the Swoosh actually think, "How do we spend on this and turn it into a great human moment that appeals to people?"

CNBC.com

Mars Takes M&M’s Out of Their Shell

“Some of the first creative I saw was very serious and indulgent, and treated the product like this very rich new M&M thing,” Ms. Credle said.

But she believed that M&M’s candy was supposed to be fun. She revised the ads so that they parodied typical premium chocolate ads, and brought in a character — a sexy green M&M — that had been used in much of the traditional M&M’s advertising.



New York Times

Courage