Promo - June 2008 - (Page 3)

THIS Month Cover Story 6/08 22 The 2008 Promo 100 Draftfcb finished first in net revenue among promotional agencies. Draftfcb’s Howard Draft, Gigi Carroll, Tina Manikas, Howard Klein and Rob Sherlock (l-r) 6 Editor’s Note Jaffee explains how and why the process for assembling the Promo 100 rankings has changed. For one thing, creative no longer is factored into the mix. 18 Commentary Readers sound off in Letters to the Editor. PAGE 8 THE PLAYERS TOP: CHRIS LAKE; COVER PHOTO BY CURT GOODWIN 8 51st state? by larry jaffee Americanization of Britain nearly complete 14 viva béisbol by richard tedesco State Farm mobile museum taps Latin-favored pastime 12 brand weaver by richard tedesco 13 hip candy by brian quinton TNT’s microseries goes three screens 16 Hola or Adios? Study shows one size doesn’t fit all Hispanics Red Vines licorice may be 50 years old, but it knows widgets by amy johannes PAGE 14 PROMO, June 2008, Vol. 21, No. 6. PROMO is written for brand, product, promotion and marketing managers, promotion specialists at advertising and promotion agencies, and users of P-O-P advertising; product sampling; games, contests and sweepstakes; events; redemption/fulﬁllment services; premiums; direct marketing programs; newspaper inserts; promotion measurement; and interactive services. PROMO (ISSN 1047-1707) is published monthly, with a special issue in November, by Penton Media, Inc., 9800 Metcalf Ave., Overland Park, KS 66212-2216. Canada return address: DHL Global Mail, 7496 Bath Road, Unit 2, Mississauqa, ON L4T1L2. Single copy rate: $10.00; Subscription rates: Free and controlled circulation to qualiﬁed subscribers. Non-qualiﬁed persons may subscribe at the following rates (prices subject to change): USA, 1 year, $72.00, 2 years, $127.00, 3 years, $182.00. Canada, 1 year, $111.00, 2 years, $199.00, 3 years, $273.00. Outside USA and Canada, 1 year, $182.00, 2 years, $383.00, 3 years, $493.00. For back issues, call (800) 441-0294. Periodical postage paid at Shawnee Mission, KS, and additional mailing ofﬁces. Canadian Post Publications Mail Agreement No. 40612608. Canada return address: Bleuchip International, P.O. Box 25542, London, ON N6C 6B2. REPRINTS: Contact Penton Reprints (www.pentonreprints.com) to purchase quality custom reprints or e-prints of articles appearing in this publication at 888-858-8851 or reprints@pentonreprints.com. Instant reprints and permissions may be purchased directly from our Web site; look for the iCopyright tag appended to the end of each article. PHOTOCOPIES: Authorization to photocopy articles for internal corporate, personal or instructional use may be obtained from the Copyright Clearance Center (CCC) at (978) 750-8400. Obtain further information at www.copyright.com. ARCHIVES AND MICROFORM: This magazine is available for research and retrieval of selected archived articles from leading electronic databases and online search services, including Factiva, LexisNexis, and ProQuest. For microform availability, contact National Archive Publishing Company at 800-521-0600 or 734-761-4700, or search the Serials in Microform listings at napubco.com. POSTMASTER: Send address changes to PROMO, P.O. Box 2100, Skokie, IL 60076-7800 USA. The name PROMO is a trademark of, and all written material contained herein is copyrighted by, Penton Media, Inc. Editorial matter published herein may not be copied or published elsewhere without the express written permission of the publisher. For subscriber services or to order single copies, write to PROMO 2104 Harvell Circle, Bellevue, NE 68005 USA; call (866) 505-7173 (USA) or (402) 505-7173 (Outside USA); or visit www.promomagazine.com. PRIVACY POLICY: Your privacy is a priority to us. For a detailed policy statement about privacy and information dissemination practices related to Penton Media, Inc. products, please visit our Web site at www.penton.com. http://www.pentonreprints.com http://www.copyright.com http://napubco.com http://www.promomagazine.com http://www.penton.com

Table of Contents Feed for the Digital Edition of Promo - June 2008

Promo - June 2008 Contents Editor's Note 51st State? Brand Weaver Hip Candy Viva Beisbol Hola or Adios? Commentary Agency of the Year: Digitas The 2008 Promo 100 Draftfcb Next Marketing Oddcast All Terrain Gigunda The Agency Center Resource Center Take a Stand Index of Advertisers

Promo - June 2008

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