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Great minds think alike, right? TWEED Flashback is helping minds connect by scouring the web once-a-week for any and all relevant entertainment, branded content and industry stories. Get a heads up and stay in the know with TWEED Flashback Some highlights from this week’s edition: Julia Child: Chef, Author and Copywriter Biography, IMDb Agencies Get Social AdWeek NBC Builds Anticipation for 10 P.M. NY Times BBRANDED ENTERTAINMENT NEWS Julia Child: Chef, Author and Copywriter Biography, IMDb (8/7/2009) Famous for introducing French cuisine and cooking techniques to mainstream America, Julia Child changed the way Americans related to food. Upon graduating from Smith College in 1934 she moved to NYC where she worked as a copywriter in the advertising department of the prestigious home furnishings company W&J Sloane. It was after moving to Paris in 1948 that Julia attended the world-famous Cordon Bleu where she and fellow students wrote Mastering the Art of French Cooking. Based on two memoirs, writer-director Nora Ephron cleverly brings together the lives of two women separated by time and space; Julie & Julia premiers today, on August 7th 2009. UK Government Considers Allowing TV Product Placements Product Placement (8/3/2009) The UK government is considering allowing product placement on television, as well as allowing channels to show more advertisements between programs. The proposal comes due to necessity. There is a currently an advertising downturn that is affecting commercial TV companies. Product placement would help alleviate this downturn. Global Branded Entertainment—America Takes its Place Product Placement (8/5/2009) The Branded Content Marketing Association (BCMA) announced that it is establishing an American board to steer its activities in the world’s most important entertainment market. The BCMA is the global network of advertisers, agencies and entertainment producers influencing the growth of the branded content industry around the world. OfficeMax Sells to Penny-Pinchers on YouTube BrandWeek (8/5/2009) OfficeMax is harnessing social media again as part of an effort to bolster its image as a value retailer. Inline with its "Back to School for Pennies" program, OfficeMax is releasing seven new videos on YouTube starring improv actor Matt McCarthy. The videos feature hidden-camera scenarios in which McCarthy and a sidekick try to buy costly items with only pennies. L'Oreal Paris, Garnier to Sponsor ‘Project Runway’ AdAge (8/4/2009) Product placement in scripted and unscripted TV fare has its critics who feel that integrations are forced, tone-deaf and deserve a quick death. Even "Project Runway," which has been applauded for its use of brands in its storylines, has shown the pitfalls of brand integration. State Farm Gets Top Stars for Branded Entertainment Segment BrandWeek (8/1/2009) State Farm’s branded entertainment segment on Entertainment Tonight feature Katherine Heigl, Cameron Diaz and Denzel Washington who share moments in their lives when someone was there for them. ADVERTISING NEWS Publicis Is in Lead to Acquire Razorfish WSJ (8/7/2009) French advertising company Publicis Groupe is in the lead to buy Microsoft Corp.'s digital ad agency, Razorfish. At least two of the world's largest advertising holding companies have made bids for Razorfish, including Japan's largest advertising firm, Dentsu. Fast-Food Franchisees Ask Chains to Tone Down Racy Ads USA Today (8/5/2009) Provocative may be the stuff of fast-food ads in good times, but in tough times, tolerance for the risqué runs short, especially among franchisees. Fast-food chains Burger King and Hardee's have made names for themselves by being provocative. But franchisees are pushing back on some ads. YouTube Introduces Ad Videos NY Times (8/4/2009) YouTube announced that it will now include videos from paying advertisers alongside relevant recommended content on video-watching pages. The tweak brings the site’s AdWords-like tool for contextual video ads on search results pages to other parts of the site. Agencies Get Social AdWeek (8/3/2009) Take a look at the typical agency Web site and you'll find a 60-second intro seemingly created by Industrial Light & Magic, a portfolio full of award-winning work. Agency sites, once a sea of client work and clever copy, increasingly are experiments in social media and other Web 2.0 technology. The goal of an agency is not only to show potential clients its ability to create state-of-the-art experiences with site navigation, aggregation and customization, but to create forums for consumer insights about the shop and its work. Google Ad Campaign: Going Google eWeek (8/2/2009) Going Google is a new advertising and marketing campaign the search engine giant is using to tout its messaging and collaboration enterprise applications as alternatives to on-premises software from Microsoft and IBM. ENTERTAINMENT NEWS AUGMENTED REALITY AND "5" CHEWING-GUM Culture-Buzz (8/5/2009) "5" is the last "fashionable" chewing gum launched in 2007 by Wrigley, a candy manufacturer. Through a few spots on TV, the brand has shared its Matrix-like universe. Now, "5" is helping us rediscover our senses thanks to an augmented reality DJ mixer application on their website. NBC Builds Anticipation for 10 P.M. NY Times (8/4/2009) When Ben Silverman, the co-chairman of NBC Entertainment, announced last week that he was exiting, it was widely observed that the network’s prime-time fate hinged in large part on the outcome of the decision to place Mr. Leno in prime time starting Sept. 14. NBC is hoping Jay Leno's new nightly comedy show is the "antidote" to the 10 p.m. time slot's typical dramatic fare. CBS to Offer Flexible Pricing for Super Bowl XLIV AdAge (8/3/2009) In a sign of how the current economy is giving rise to different ad-sales methods, CBS is taking an "under the radar" approach to selling ad time for its broadcast of Super Bowl XLIV from Miami, according to people familiar with the negotiations.
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