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F R O N T L I N E S FLOWER POWER — Garden in Transit Most people throughout the world associate New York City taxis with a distinctive "slicker yellow." And although London's black cabs have long been covered with colorful ad messages, New York's taxis have stuck with their easy-to-hail color — until now. For 16 weeks, from September through December, the City's yellow cabs will be painted with flowers as part of the not-for-profit program, Portraits of Hope, which uses art as a therapeutic program for children and adults. Called "Garden in Transit," the project was created to raise awareness for children coping with medical, physical, emotional and socioeconomic challenges. The artwork, consisting of hand-painted panels with garden motifs, was created by children from hospitals, schools, recreation centers, and shelters throughout New York's five boroughs. Vibrant flowers were chosen to symbolize life, beauty, joy, inspiration and healing. This project will highlight goodwill, hope and triumph on a city, national and international level. Yellow cabs are part of the New York experience and are associated with the city in film and television. It is also nice to see them as a canvas for good. INFO: http://www.gardenintransit.org/git.php Macho Sticker Price Although luxury product sales are experiencing the biggest boom in history, there is also another buying surge occurring at the opposite end of the spectrum. Low-priced versions of high-ticket items like cars and computers are hot commodities in many of the world’s fast-growth markets. Apparently price is no challenge to masculinity for cheap cars, as evidenced by Indian automaker, Maruti Suzuki’s marketing for its $5000 model. Other manufacturers from Tata to Toyota are planning even less expensive versions with sticker prices around $2500. INFO: http://www.iht.com/articles/2007/10/12/ business/12cars.php Liberté through Publicité The successful Paris Vélib' short-term bike rental program-named for vélo (bicycle) and liberté (freedom) — is an inspiration for other big cities from Chicago to Moscow. The 10,000+ rental bikes, installed at 750 docking stations, have been used by 4 million citoyens. The bicycles have also created an innovative positioning statement for outdoor media leader, JCDecaux. By partly financing the self-service bike program through advertising to keep the rental costs low, they have demonstrated how alternative public transport appeals to the consumer’s new interest in all green issues. INFO: www.velib.paris.fr 4 inter national ist magazine
F R O N T L I N E S Top Dog Few awards have truly memorable names; most are acronyms for the hosting organization. However, we think Top Dog says it! Launched by the UK's Periodicals Training Council (PTC) with the Periodical Publishers' Association (PPA), the Top Dog Awards are the first dedicated media sales awards to recognize the best in magazine and professional media sales. The awards recognize and celebrate the contribution that excellent sales professionals make to the achievement of business success. There are categories for everyone - including individual and team, entry level and senior practitioner awards — because every dog must have his day! TO DOWNLOAD AN ENTRY FORM, GO : www.topdogawards.co.uk Compensation Survey Results Trends in Agency Compensation, is now available. This leading publication filled with valuable data is exclusive to the ANA and is only fielded every three years. Agencies, marketers, consultants, and other industry leaders should purchase this industry bible to gain insights from the world’s most valuable marketers. The study surveys a hundred industry experts to get the most accurate findings on topics such as agency profitability and performance incentive details. The questionnaire for this edition was updated by the ANA Advertising Financial Management committee to provide relevant data on topics such as agency profitability and performance incentive details, along with its broad historical perspective of industry trends over the past 40 years. In this book you will learn about incentive compensation, media buying and planning services along with a current snapshot of overall compensation practices. For more analysis on this exciting and timely topic, order your copy today! TO ORDER, GOTO : http://www.lulu.com/content/1349337 Contributed by Klaus Niedermeyer, Director of Marketing, Axel Springer Group Inc. Coffee with George Clooney Anyone traveling by air within Europe this autumn could not miss large poster images of actor George Clooney placidly sipping coffee from a delicate cup while frenzied travelers search for flights and loved ones. The poster caused most observers to miss a step— in an effort to at least find out why Clooney was having a coffee. The answer is easy. Nestlé believes its elegant, upscale Nespresso product can be a super-premium brand in a world where luxury is increasingly desirable. Their Nespresso system consists of an espresso machine that works with pre-measured, premium ground coffee capsules for easy preparation with consistent high quality. The company sees George Clooney as an ideal Ambassador to build the brand's image and awareness. In fact, the Press campaign received the highest ever recognition score in France. (Perhaps it’s time for other American celebrities adored by the French, like Jerry Lewis and Mickey Rourke, to finally take a step back.) www.internationalistmagazine.com 5
Page 1: l a t e f a l l Marketer, beware! T
Page 4: TODAY’S TOP TRENDS IN A RESPONSIB
Page 9 and 10: L I N E S John Lennon Earnings: $44
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Page 17 and 18: also that there will be a premium o
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Page 22 and 23: C O V E R S T O R Y Lakish Hatalkar
Page 24 and 25: Daniela Krautsack Managing Director
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Page 41: Predictions on 2008 Wildfire Brands
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