Hasta La Creative!

The Association of National Advertisers has once again asked 157 senior marketers what their top priorities are.

For the second year in a row, the number one response was integrated marketing communications.

Here’s how CMOs and other senior marketers see their challenges:

1. Integrated marketing communications

2. Marketing accountability

3. Aligning marketing organization with innovation

4. Brand building

5. Media proliferation

6. Advertising creative that achieves business results

7. Consumer control over what and how they view advertising

8. Attracting and retaining top talent

9. Globalization of marketing efforts

10. Multicultural marketing

The creative professionals in our audience will, no doubt, be thrilled to see number six in that sub top-five slot.

LONDON – Integrated agency Exposure has appointed Robin Gadsby as its new managing director in the wake of the departure of Mark Stringer in February following discussions over his future role.

LONDON – TK Maxx has appointed integrated agency Cunning to handle its experiential activity for 2008.

LONDON – Grass Roots Group has announced that managing director Rik Burrage is retiring and will be replaced by Andy Lister, a director of the company.

LONDON – Capri-Sun is to launch an on-pack voucher giveaway and competition promotion for its juice drinks targeted at children over 12.

A few days ago I was wondering about P&G’s FSIs and what, if anything, they had to do with content. In order to extend the dialogue on this topic, High Jive kindly clipped the following images from yesterday’s paper and sent them AdPulp’s way.

Here’s what High Jive is saying about these content-infused FSIs:

P&G has been taking a “magalog” approach to their FSIs, attempting to make them feel like brochures. I know some people at Upshot in Chicago, one of the agencies where these things are produced. I have no idea if the public even reads or notices the “branded content,” as I suspect more people are only interested in clipping the coupons. Not even sure it’s right to call it “branded content.”

I’d call it “cause-related marketing” before I’d go to the “branded content” phraseology. Either way, it’s more than a simple price pitch.

CHICAGO (AdAge.com) — Miller Lite is going to "Beer Heaven" in a new spot for from Bartle Bogle Hegarty. The spot, introduced to distributors at a conference in New Orleans last week, is the latest from Miller Lite as the brand aspires to its "Ultimate Light Beer" claim, which for the first time is replacing "Good Call" as the tagline in Miller Lite's creative.

LONDON – Pot Noodle has unveiled its latest marketing campaign from Mother London, featuring two YouTube-inspired rappers called Steve and Digger.

LONDON – Synovate has launched a service called Market Barriers, which measures the obstacles that brands face, such as distribution and pricing, and reports the impact these have on market share.

Four agencies have been shortlisted for Pizza Hut’s £13 million ad account.