Subject: What's Ahead for Brand Creative

From: Chief Marketer <[email-masked]>
Date: Tue, 19 Dec 2006 12:39:41 UT

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December 19, 2006 | A Prism Business Media Publication

TABLE OF CONTENTS

Happy New Year!
What's Ahead for Brand Creative
Self-Interest Is the Anesthetic That Dulls Innovation
Search in 2007: The Year of Integration
Hispanic Online Marketing: Beyond the Basics
Five Secrets to Successful Game-Day Sampling--Part 3
Enter the MCM Awards Now and Save

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From The Editor

Happy New Year!
We're jumping the gun a bit, but what the heck: As this is our last CHIEF MARKETER REPORT of 2006, what better time to wish you all the best for 2007?

We'll be back in your inbox on Tuesday, Jan. 2. Until then, enjoy the holidays, and have a safe and wonderful New Year's.

Sherry Chiger
editor, CHIEF MARKETER REPORT
[email-masked]

This Week's Stories

What's Ahead for Brand Creative
Customization, "hand-in-hand brands," and the shift from urban to urbane are just a few of the trends that Kenneth Hirst, president/creative director of Hirst Pacific Design, cites as being at the intersection of branding and creative for the coming year. Find out how you can leverage these trends to strengthen your brand at www.ChiefMarketer.com.

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Self-Interest Is the Anesthetic That Dulls Innovation
Everyone's talking about "engagement," it seems, but not everyone is embracing it. In his latest column for CHIEF MARKETER, Brand Keys founder/president Robert Passikoff looks at why some marketers are shying away from media engagement as a metric, and the dangers of doing so. Click here to learn more.

Search in 2007: The Year of Integration
Last month Performics' Cam Balzer looked back at the search engine marketing milestones of 2006. In this month's column he looks ahead to what he expects to be the biggest changes in SEM going forward--namely local search and mobile search. Read why at www.ChiefMarketer.com.

Hispanic Online Marketing: Beyond the Basics
If you're trying to reach Hispanics online, your options are fairly limited. That's why CHIEF MARKETER columnist Lee Vann, cofounder of Captura Group, suggests looking beyond buying ads on Spanish-language Websites and exploring integrated online sponsorships, content syndication, IP targeting, and other tactics. For examples of these and other ideas, click here.

Five Secrets to Successful Game-Day Sampling--Part 3
Laurie Carlson McGrath of PromoWorks wraps up the year by wrapping up her series on successful event sampling. (Click here for part one of the series, and click here for part two.)

As McGrath notes, "Game-day sampling shouldn't be just about giving stuff away. It's about building brands, one fan at a time. If a brand name truly is the beginning of a conversation, then that conversation has the potential to be the start of a long-term relationship between a fan and that brand." Learn how to do just that at www.ChiefMarketer.com.

Enter the MCM Awards Now and Save
Do you produce a print catalog or an e-commerce site? Is your company a multichannel marketer? If so, you're in luck: "Multichannel Merchant" (a sister publication of CHIEF MARKETER) is now accepting entries for the 22nd annual MCM Awards, the most prestigious awards program for catalog, Internet, and multichannel merchants. The deadline is Jan. 23, but if you enter before Jan. 11 you can save $75 an entry. For more information or to enter online, go to www.MultichannelMerchant.com/toolbox/awards/ or contact Heather Retzlaff at [email-masked] or 203-358-4233.

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