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DECEMBER 6, 2010
WITH TRAFFIC JAM IN SUPER BOWL,
To catch up,
CAN ANY AUTO BRAND REALLY WIN?
ratchet up its
Hurdle is much higher to make ads stand out in what’s so far an eight-car pileup
■ BY RUPAL PAREKH AND BRIAN STEINBERG
ad agencies to craft commercials unique
enough to break through the clutter
and capture viewers’ attention.
Although car ads have long been a
staple of the Big Game—the premier
U.S. TV broadcast that commands as
much as $3 million per ad—2011 is
shaping up to be the biggest auto-ad
showdown in recent memory. As of
press time, at least eight different auto
manufacturers had purchased airtime.
What’s more, many of them are buy-
ing more ad time than they have in the
past, and raising the ante with two or
three commercials sprinkled through-
out the broadcast.
WHEN AMERICANS TUNE into the
Super Bowl on Feb. 6, they should
expect to see as much metal as they do
Car marketers, having woken from
their recession-induced ad slumber, are
doubling down for Super Bowl XLV in
Arlington, Texas and setting the bar
sky high for auto companies and their
Analysts predict up to
$200M boost as company
works to recoup lost share
■ BY JACK NEFF firstname.lastname@example.org See COLGATE on Page 21 See SUPER BOWL on Page 23 JOE ZEFF DESIGN
SOLD BY JUNE
FOR YEARS Colgate-Palmolive Co.
defied odds as it held or gained share in
the U.S. despite being massively outspent by bigger rivals, particularly
Procter & Gamble Co. But in a growing number of categories—including
toothpaste, deodorant, body wash, dish
soap and pet food—Colgate has been
losing share at an accelerating pace
lately, fueling speculation that it will
have to hike marketing spending dramatically next year.
Goldman Sachs analyst Andrew
Sawyer, in fact, projected in a recent
report that Colgate will need to boost
online privacy is
coming up short
■ BY EDMUND LEE email@example.com
Why so many agencies are storming road to Sao Paulo
Brazil’s newly emerging consumer Classes C and D fuel 20% spending jump in 2010
■ BY LAUREL WENTZ AND CLAUDIA
RIO DE JANEIRO—Move over, China.
Ad agencies are flocking to Brazil,
lured by a huge market that the global
recession largely bypassed, newly
affluent consumers eager to shop and
the promise of major deals when Brazil
hosts both the 2014 World Cup and the
See BRAZIL on Page 22
Brazil will host the
GOVERNMENT OFFICIALS took a sharp
stance on the issue of online privacy
last week when the Federal Trade
Commission and the Department of
Commerce voiced concerns over the
current state of digital privacy and said
self-regulation hasn’t been sufficient to
this point. At stake is nothing less than
a $24 billion online advertising industry that relies on tracking technology
used in serving ads that fuel much of
the free web.
While the FTC and Commerce
See PRIVACY on Page 20
INTRODUCING THE ‘IDEA WRITERS’
Whether you work in advertising or simply want to, you must
read Creativity Editor Teressa Iezzi’s new book on copywriting.
Be one of the first to get a sneak peek in our exclusive excerpt.