DMNews: Scion runs online video campaign, Forrester report discusses 'adaptive' marketing

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March 30, 2010 Check out DMNews on your smartphone Today's News Scion promotes brand with online video series Dianna Dilworth Toyota's Scion brand launched an integrated campaign incorporating online video, social media and mobile marketing with print and TV ads on March 29. Ad agency Attik created the campaign. Called "Reinvent the Wheels," the initiative features a six-episode Web-exclusive video series that shows consumers bringing artistic touches to Scion vehicles.   Advertising entering 'adaptive marketing' era: Forrester report Frank Washkuch Changes to technology, media and society at large have led the advertising industry into an "adaptive marketing" era, defined by greater interaction with consumers and initiatives tailored to the individual, according to a March 29 report from Forrester Research.   Hacker Group opens health insurance practice Nathan Golia Seattle-based direct agency Hacker Group introduced a health insurance practice on March 29. The HealthHG unit is led by Jill Kaufman, VP of account services, and Tom Reid, chief strategist.   Travel Channel promotes 'Food Wars' within MyTown app Dianna Dilworth The Travel Channel is using a mobile marketing initiative on the MyTown app to promote upcoming episodes of the show 'Food Wars.'   OgilvyOne looks for 'world's greatest salesperson' with video contest Mary Elizabeth Hurn OgilvyOne Worldwide will launch a tongue-in-cheek international YouTube contest in search of the world's greatest salesperson on March 30. The winner will receive a three-month fellowship at the agency.   Media Horizons creates data and analytics group Nathan Golia Norwalk, CT-based agency Media Horizons opened a data and analytics group on March 29. Led by Rick Child, VP of data and analytics at the agency, the group will develop models for clients' customer acquisition and retention efforts.   From the print edition Transformative direct mail package's envelope twist delivers personalization Dean Rieck Copywriter, Direct Creative If you have kids, you know what Transformers are. They're toys that may look like a jet, for example, but move a few parts and it turns into a robot.   Ted Schweitzer, VP of e-commerce, LQ Management chats with DMNews Ted Schweitzer, VP of e-commerce at parent LQ Management, discusses how La Quinta Inns and Suites tested mobile banner ads as part of a multichannel campaign and increased sales   Web Exclusive 30 direct marketers under 30 DMNews gathered the best and the brightest young superstars in the direct, database and interactive marketing industry for its second annual 30 Under 30 feature. These successful up-and-comers were judged on their ability to initiate change, drive growth and achieve measurable results for their companies and clients. While these honored executive are not ranked per se, the top 10 we feel are particularly innovative standouts who deserve special mention.   Today's lists and databases AmeriBase - Radio Tuned New list — AmeriBase - Radio Tuned — Lighthouse List — This file contains people who listen to the radio regularly and have opted in online to a radio program. Sixty-five percent are male. Average income is $45,000.   ProgramFiles.com Email File New e-mail list — ProgramFiles.com Email File — Worldata — This file contains IT professionals and other computer users who download freeware, software, computer games and other free applications from ProgramFiles.com, a Web site that lists 17,000 Windows, Macintosh, Palm OS and Pocket PC software programs.   Eversave Pet Owners New e-mail list — Eversave Pet Owners — Total Data Solutions — This file contains pet owners who regularly respond to offers for pet food, pet care and medicines, breeding, training and other pet products. All Eversave.com members have opted in to receive offers and coupons by e-mail.   In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat Agency Business Report Click below to view all agency profiles

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