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THE NEWS

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IKEA's New Catalogs: Less Pine, More PixelsComputer-Generated Images Aim to Save Money on Marketing Costs asPhotographers Are Retrained to Apply Skills to 3-D ScenesAlmhult, Sweden-That couch catching your eye in the 2013 edition of IKEA's new catalog may not be

a couch at all.

It is likely the entire living room was created by a graphic artist. In fact, much of the furniture and

settings in the 324-page catalog are simply a collection of pixels and polygons arranged on a

computer.

The Swedish furniture giant has for decades spent more than two-thirds of its marketing budget

building and furnishing living quarters, which are typically portrayed with a sparse, fastidious fashion

sensibility and lighted with impeccable precision.

But the privately-held company's quest to curb costs and boost productivity has it mothballing some

of this real-world production. It is instead turning to 3-D graphics to fill its pages.

This year 12% of IKEA's content for the Web, catalog and brochures were rendered virtually; that

number will increase to 25% next year.

http://online.wsj.com/article/SB10000872396390444508504577595414031195148.html



Adweek: Facebook Rolls Out Studio Edge for AgenciesEducation platform schools creatives on social

Last year, Facebook launched Facebook Studio as a platform for agencies to showcase

their social campaigns and interact with one another, an online community to get up to

speed on the latest in Facebook advertising. The social network has formalized the site's

educational aspects with Facebook Studio Edge, which the company announced in June.

"The Studio Edge program actually started as in-person training sessions that we

conducted with a series of agencies in New York, London and various places around the

world," said Facebook's head of agency marketing Jennifer Kattula. Facebook has taken

that education project online. Facebook has been "road-testing" Studio Edge's course

content with a few agency holding companies, said Kattula, and on Wednesday the

platform opens up to all agencies and may eventually extend to brands, small businesses

and even the general population.



A Channel on the Web Devoted to Shoes, for Those Who Can't Get EnoughFashion brands spend a lot of money and time to place their products in movies, dramas and reality

television. Nine West, the mass-market shoe store chain, has decided to cut out the middleman and

produce its own media.

On Tuesday, Nine West will introduce Channel 9 (channelnine.com), featuring programming that covers

various aspects of footwear, like walking in stilettos, shoe repair tips and overflowing shoe closets.

Nine West, a division of the Jones Group, is starting the channel as the centerpiece of a new multimedia

campaign, which includes print advertising, to reinvigorate its brand of trendy, affordable shoes.

It is not that the brand is doing badly. Last year, Nine West over all had global sales of just under $1 billion,

and the company expects to do well this year because, despite the economy, the image-conscious are still

buying the latest pumps, stilettos, flats and wedges. Last year, women bought 548 million pairs of shoes

that were not for sports use, according to Euromonitor International. That accounts for about 70 percent of

the $23 billion annual women's shoe market in the United States.



AdWeek: GM Hits Runway to Get Women on the RoadwayAutomaker teams with Isaac Mizrahi, LivingSocial, Time Warner to promote the latest Chevy Malibu

To get women in the driver's seat in the 1950s, General Motors hired the "Damsels of

Design," an all-female team of auto designers who created female-friendly models like the

Chevy Impala Martinique and the Pontiac Parisienne. This week the automaker kicks off a

more modern approach to generate interest in its 2013 Chevy Malibu, by way of a side trip

through women's closets.

GM has forged a unique multiplatform alliance with fashion designer Isaac Mizrahi, the daily

deals brand LivingSocial and media giant Time Warner.

"It's an opportunity for us to put a stake in the ground and commit to the growing women's

segment," said Mary Kubitskey, an advertising manager at Chevrolet.

For the partnership, Mizrahi conceived a clothing line, Malibu Style, that was inspired by the

new Malibu model and that will be sold exclusively on LivingSocial.



http://www.youtube.com/playlist?list=PLF13A94B028C685A1&feature=mh_lolz

MIKE’STOP 5


INNOVATION



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SOCIALMEDIA


ONLINE VIDEO



http://www.adweek.com/video/advertising-branding/adfreaks-top-20-youtube-ads-142290?auto



http://mashable.com/2012/08/21/kiefer-sutherland-acer/


GUERILLAMARKETING



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INNOVATION



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INTEGRATEDMARKETING


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CREATIVEPRINT


Pizza Friday is Numantra’s weekly venue for reviewing the

latest news, innovations and accomplishments taking place in our industry and the world at large.

Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an

impact in today’s marketplace.

So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketing

braintrust that maximizes client resources with fresh insights, accountable solutions and kick-ass results was born.

Find out what Numantra can do for you.

Visit numantra.com for more information.

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