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IN THE NEWS

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'Breathtaking' Is One Word for Purported Arnell Pepsi Doc Mad Ave Buzzing About the Deep Thinking That Supposedly Went Into Brand Logo Redesign

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.

"Breathtaking" theorizes consumers will feel a gravitational pull elicited by the new logo, one that will lead consumers to fill its shopping carts with Pepsi. At its most extreme, the presentation compares the reimagined Pepsi globe logo to the Earth's magnetic fields and the sun's radiation. "Emotive forces shape the gestalt of the brand identity," it muses.

Um, ok.

http://adage.com/agencynews/article?article_id=134552



ADAGE'Saturday Night Live' Acts as Ad Agency for Pepsi NBC's Lorne Michaels and Co. Create Spots Based on 'MacGruber' Sketches

Live from New York, it's ... the latest upstart ad agency?

Madison Avenue is known for a litany of storied acronyms, such as BBDO and DDB. But is advertising's hallowed capital ready for another pair of familiar but eyebrow-raising initials: NBC and SNL? And could a show producer such as Lorne Michaels become the next sought-after creative director?

In a move that some viewers considered shocking, cast and crew from the Peacock Network's venerable "Saturday Night Live" crafted three ads for Pepsi that essentially grafted mentions, cans and logos of the famous soda into three different executions of "MacGruber," a long-running spoof of the old "MacGyver" TV series. The ads looked just like "SNL" skits but ran during commercial breaks on the Jan. 31 edition of the show. One of the ads also appeared during the recent Super Bowl. Pepsi's ad agency, Omnicom Group's TBWA/Chiat/Day, had little if any involvement in the commercials

http://www.youtube.com/watch?v=eBuVzcG7riE


numantra.com214.635.2300Link: http://adage.com/hispanic/article?article_id=134572



ADAGEVitaminwater Runs Afoul of NCAA Banned-Substances Rule Major College-Sports Sponsor Has Six Flavors Players Shouldn't Drink

Coca-Cola's Vitaminwater is a major marketing partner for the NCAA -- but its players shouldn't drink six of its varieties or they might test positive for banned substances.

The news came to light today after an e-mail, purportedly from Drug Free Sport, an organization that conducts drug testing for NCAA schools, found its way into the inboxes of athletic directors around the country. Drug Free sport denied sending the e-mail and referred calls to the NCAA.

NCAA officials could not be reached for comment


numantra.com214.635.2300Link: http://adage.com/digital/article?article_id=134360



Rhode Island Mulls School Bus Ads BrandweekDemocrat Al Gemma introduced a bill that would generate revenues by using the sides of school buses as advertising space, Todd Wasserman reports. Gemma has no specific advertiser in mind. "I don't expect Playboy centerfold ads," he says. "I mean discreet ads for philanthropists; stuff that's appropriate for school buses."


numantra.com214.635.2300Link: http://adage.com/digital/article?article_id=134568



BrandWeek: Event Marketing's Importance Increasing

Although marketers are getting more tech savvy, it seems they still have a soft spot for good old fashioned event marketing.

More than half (53 percent) 300 senior marketing executives surveyed said event marketing is the discipline that best accelerates and deepens relationships with target audiences.

The EventView 2009 survey, which was completed earlier this month by George P. Johnson, The MPI Foundation and the Event Marketing Institute, included a healthy swath (41 percent) of marketers whose companies pull in revenues in excess of $1 billion


numantra.com214.635.2300Link: http://www.mediaweek.com/mw/content_display/news/out-there/digital/e3i73b3660e2c6025e6b

4ff173aa79b5864


numantra.com214.635.2300Link: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=100151


numantra.com214.635.2300Link: http://adage.com/digitalnext/article?article_id=134474


numantra.com214.635.2300Link: http://creativity-online.com/?action=creativeculture:section&sectId=586



Interactive Print


numantra.com214.635.2300Link: http://commercial-archive.com/node/145431



Innovation


numantra.com214.635.2300Link: http://h30466.www3.hp.com/campaign/touchsmart/ap/en/intro.html



Consumer in Control


numantra.com214.635.2300Link: http://www.wfaa.com/chevy/


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Creativity



Widgets


numantra.com214.635.2300Link: http://adage.com/article?article_id=132778


numantra.com214.635.2300Link: http://www.hulu.com/widgets



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Our founding partners recognized the coming of this change and purposefully created a company shaped in the image of the unstoppable future. Find out what Numantra

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