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Web Site Offers Advice on How to Get Ahead in Advertising

By STUART ELLIOTT

A longtime advertising executive and copywriter is behind an effort that might be called virtual mentoring for Madison Avenue.

Mat Zucker, who has held senior creative posts at shops like Agency.com, OgilvyOne and R/GA, is starting the Hindsight Career Project, which will live on a Web site, hindsightproject.net. The purpose of the initiative is described on the home page: “What we learn when we look back.”

Visitors to the Web site can watch video clips in which executives, from both the creative and account sides of the industry share advice by recounting stories about their careers. The videos are meant to address “a mentorship gap in the industry,” Mr. Zucker said, and are aimed at “people coming into the industry and mid-level people who want to move up.”

The first videos on the Web site present recollections of experienced executives who include Sarah Barclay, executive creative director at JWT; Brian Collins, chief executive at Collins; Matt Eastwood, chief creative officer at DDB New York; and Barry Wacksman, chief growth officer at R/GA.

The initiative is part of a nascent trend in advertising that seeks to use new media to share teachable moments. For instance, a New York agency, Seiter & Miller Advertising, has a channel on YouTube devoted to what it calls “Advertising's Greatest War Stories.”

Mr. Zucker is starting Hindsight with David Gaddie, a director at a production company, the Colony, and Andrea Leminske, a producer. Mr. Zucker said he hoped the effort could be expanded to include “technology, strategy, media and public relations.”

At this time, there are no sponsors for Hindsight on ads on the Web site, “but we will be seeking a funding mechanism to keep it going,” Mr. Zucker said.

A trailer for an initiative called the Hindsight Career Project offers people who want t o get into the advertising industry, and want to get ahead in the industry.

 

 

Stuart Elliott has been the advertising columnist at The New York Times since 1991. Follow @stuartenyt on Twitter and sign up for In Advertising, his weekly e-mail newsletter by clicking here.



A New Ad Campaign for Kaiser Permanente

By TANZINA VEGA

Kaiser Permanente, one of the largest health care providers in the United States, is rolling out the latest installment of its nine-year-long advertising campaign, “Thrive,” on Friday.

The slew of new ads will coincide with the first day of the Olympic Games. It will include radio, digital, print and television spots created by Campbell Ewald, the company's agency of record, part of the Interpublic Group of Companies.

“All the way through, we've been emphasizing Kaiser Permanente's role as a total health advocate for our members,” said Christine Paige, the senior vice president of marketing and Internet services for Kaiser Permanente. “That means that commitment to comprehensive coordinated care with an emphasis on prevention, early detection and great clinical care when people need it.”

The ads come at a time when health insurance companies are trying to soften their images with ad campaigns that show them as consumer-friendly health care companies, not just insurance providers.

“We're not an insurer,” Ms. Paige said. “We're health care delivery, first and foremost.”

The ads take different approaches depending on where they run.

One television spot, called “Small Stuff,” focuses on the Kaiser successes, like “getting hypertension under control for over 80 percent of our members.” Another spot, called “Patient Info,” focuses on electronic health record technology and shows patients waiting to see their doctors and trying to answer questions.

“Honey, what's my blood pressure medicine called?” says one man in a cellphone call to his wife as he sits in an office. “One time I took something and I blew up like a puffer fish,” says another man in a hospital gown. “I'm probably allergic to that.”

“Over the past couple of years there's been much more discussion in the policy world a bout electronic health records,” Ms. Paige said about the decision to advertise that service. “It's easier to communicate about it now because at least the concepts have some familiarity.”

Digital ads have more of an Olympic feel. One video ad shows a group of synchronized swimmers and the tag line, “Synchronization: Good for swimming. Better for your health.” A second digital ad shows two men playing soccer in a lush meadow with the tagline, “We work as a team for a different type of gold.”

Rado ads have their own niche. “Health care is a little bit of a complicated story to tell, and radio gives you a bit more space than something like TV,” Ms. Paige said.

Radio ads will run in markets like San Francisco, Denver, Atlanta and Washington, D.C., while television ads will run during shows like “The Voice,” “Person of Interest” and “Glee.” Digital ads will be seen on sites like USA Today, BBC, Yahoo Sports, Disney and Pandora, w here Kaiser has also created its own music channel.



How You Use Coverdell Accounts (or Why You Don\'t)

By RON LIEBER

In this weekend's Your Money column, I took a look at Coverdell education savings accounts, which offer a tax break to people who save money and then use the proceeds for education. The quirk with Coverdells is that people get the break when using the money to pay for tuition at private or religious elementary and secondary schools, though they can use it for college expenses as well. The more well-known 529 college savings plans offer no such tax benefit for people paying primary or secondary school tuition.

No one seems to track how people are using Coverdells, but I'd like to take an unscientific poll here. If you've used the accounts, how have you used them? What tax savings, if any, have you achieved? And if you've considered Coverdells for kindergarten through 12th grade tuition savings and then rejected the idea, why did you do so?



A Retirement Choice With No Right Answer

By BUCKS EDITORS

Many workers still have pension plans, though that number will dwindle as companies increasingly seek to reduce their pension obligations. And some companies may well follow the lead of General Motors, which offered its retirees a choice between a lump sum payout and continuing to receive a monthly check from an annuity.

Paul Sullivan, in his Wealth Matters column this week, said that his first reaction would be to take the lump sum. But the answer for the retirees may not be that simple, since they worry about managing such a big lump sum well enough to last their lifetimes. Yet, if they die at a relatively young age, they may have given up the chance to leave a large amount of money to their heirs.

Paul spoke to experts in retirement and behavioral economics who offered a middle ground: using a portion of the lump sum to buy an annuity and leaving the rest in reserve for unexpected costs.

Of course, these days, anyone with a pension at all is considered among the lucky ones. Are you among them? If so, what would you choose if your company followed G.M.'s lead, and why? Or, if you are a G.M. retiree, what did you do?



Remembrances of Frank Pierson, Creator of \'Cool Hand Luke\' and \'Dog Day Afternoon\'

By THE EDITORS

Frank Pierson, whose scripts included “Cool Hand Luke” and “Dog Day Afternoon,” died on Sunday in Los Angeles. His influence extended beyond those and other scripts: he was a director, a mentor, a former president of the Academy of Motion Picture Arts and Sciences and the Writers Guild of America, West. Recently, he was working as a consulting producer on two of the more celebrated current TV series “Mad Men” and “The Good Wife.”

What follows are a variety of remembrances of Mr. Pierson.

Matthew Weiner, the creator of “Mad Men,” a show that Mr. Pierson worked on in the last years of his life (as told to Bill Carter):

In the course of talking in my office, he made it clear he wanted to write on the show. I told him, “First of all, I can't rewrite you,” which is really a big part of what I do. He said: “Sure you can. I had a TV show. I know what the job is.” I asked him what sh ow that was. He said, “Have Gun Will Travel.” I asked whom he had on that writing staff. He said, “Gene Roddenberry.” I said, “Yeah, he's good.“

I feel lucky I got to learn from his bio. Sometimes we put it right in the show. Last year, we had a story where Sally Draper was talking to her step-grandmother and telling her she was so strict. Frank had told me a story his mother used to tell: how when she was a little girl, she was walking across the living room one day and her father was asleep on the couch and out of nowhere he kicked her and sent her all the way across the room and under a piece of furniture and said to her: “That's for nothing. So look out.” I turned to him and I was like, “Can I have that?” A writer reacts to stories like that. And Frank said: “Make it yours. I don't want it anymore.”

He had a real understanding for the adult marketplace that had kind of drifted away from the movie theater. Like any great writer, he had tremendous confidence in his subconscious. There is so much of him in “Dog Day Afternoon” and of him and his brother in “Cool Hand Luke.” When you learn about those things you're like, “How do I do that?”

Robert King, the creator of “The Good Wife,” a show Mr. Pierson worked in 2010 (as told to Bill Carter).

We don't live in a time of Shakespeare or Walt Whitman. In the screenwriting world you've got Robert Towne, Alvin Sargent and Frank Pierson. Those are kind of the Shakespeares. And you think: one of these guys is going to join our writing staff?

The earliest memory I have of my family going to a drive-in was to see “Cat Ballou.” He was extraordinarily clever in that, using the narrative technique of the strolling singers. He saw a way to make a hip Western. With “Dog Day,” it feels like a lot of gritty features and TV came from the grammar of that movie. Frank Pierson created the grammar of the urban crime story in “Dog Day Afternoon.”
You would imagine that one of the top screenwriters ever would talk down to TV, and think it was slumming. Instead he brought a real commitment that you could bring the feature sensibility to television.

Robert Kolker, who teaches at the University of Virginia, and is the author of “A Cinema of Loneliness.”

The death of Frank Pierson has brought the screenwriter out of anonymity, for a moment at least.

Pierson wrote (among other films) “Cat Ballou” (1965), “Cool Hand Luke” (1967) and “Dog Day Afternoon” (1975), important films made during the so-called “Hollywood renaissance.” Beginning in the 1960s, the major studios began falling apart, their owners dying off or going into retirement, and their studios sold to large corporate entities. It was a period of churn that allowed new talent to enter the scene with films that broke with many of the conventions and restrictions of studio production. “Dog Day Afternoon” was a particularly energetic and imaginative entry into this exciting field. Together with director Sidney Lumet, Pierson created the rare film that remains vital in the cinematic imagination.

Like many other writers and directors of the period, Pierson started in television; but unlike most of his colleagues, he moved easily from film back to television, writing and occasionally directing a variety of programs. He was also active as a producer, as far back as the early 1960s series “Have Gun, Will Travel” and as recently as “Mad Men.” He was something of a renaissance man of the Hollywood renaissance.

Howard A. Rodman, vice president, Writers Guild of America, West, and professor at the  School of Cinematic Arts, University of Southern California.

Frank's screenplays were impeccably crafted. But the craft was never at the expense of wild, uncontaina ble character. His people were, moment-to-moment, surprising; but their actions, in retrospect, seemed inevitable. This is harder to do than it seems and Frank was a master at it.

Frank himself could have stepped out of a Pierson screenplay. (Have you seen many other 87-year-olds tear out of the parking lot of Musso in a top-down Tesla?) He did not suffer fools gladly and had little patience for bad, or even adequate, work. He was not shy about letting you know. But when he smiled, or uttered a grunt of approval, you were on top of the world.

He wasn't elected president of the WGAW, or of AMPAS, because he was slick, or politic, or ingratiating. (At awards ceremonies, he'd look like Paul Bunyan in a tux.) But there was never a room I saw him in - at the Guild, at the Academy, at Sundance, at Musso - where he didn't command immediate and thorough respect. It was his bearing. But more: it was the knowledge that he'd done a lifetime of honest work, and wasn't done y et.

I always knew Frank was not young, but it never crossed my mind, not even vaguely, that he might someday die. He was a force of nature as well as an icon of the cinema. It's hard to imagine him gone: his death is a shock as well as a surprise.



Universal Offers a Sweeping Sell-Off to Win Approval of EMI Purchase

By BEN SISARIO

In a significant retreat from Universal Music Group's ambitions of adding EMI's record labels to its already dominant position in the music market, the company has offered sweeping concessions to the European Commission, agreeing to sell the majority of EMI's holdings in Europe if the acquisition is approved.

According to an internal memo that Roger Faxon, the chief executive of EMI, sent to employees on Friday morning, shortly after Universal submitted its concessions package to the European regulators, the package includes the sale of Parlophone Records - the European home of Pink Floyd, Coldplay and the star D.J. David Guetta.

Also included are EMI's classical labels; its share of the profitable “Now That's What I Call Music!” compilation series; a number of the independent labels that EMI has absorbed over the years, like Mute, Chrysalis and Ensign; and at least seven of EMI's subsidiary operating companies throu ghout Europe.

By the estimates of two people briefed on the proposals, who were not authorized to speak about it, the assets divested could represent between 55 percent and 65 percent of EMI's annual revenue in Europe.

The concessions do not include EMI's greatest jewel, however, the recordings of the Beatles, as well as Virgin Records and EMI's flagship label, EMI Records, whose acts in Europe include Iron Maiden and Talking Heads. Nor do the concessions include rights to the music outside Europe.

But in another twist, Universal is also offering to sell a small number of its own assets, including Sanctuary, Co-Op, UMG Greece and a number of jazz labels.

Spokesmen for Universal and EMI declined to comment.

Such a large divestment of assets raises questions about the value of what Universal would ultimately be buying. According to its deal with Citigroup - which took over EMI last year after its previous owners, the private equity group Terra Firma defaulted on its debt - Universal assumed all regulatory risk for the deal and is scheduled to pay more than $1.7 billion of its full $1.9 billion purchase price by September, whether the deal is approved by regulators or not.

The European Commission has until Sept. 27 to rule on the deal.

Analysts have said that the more pieces of EMI that Universal has to sell at a lower price than what it agreed to pay for them, the more expensive the overall deal becomes for Universal and its parent company, the French conglomerate Vivendi.

Ben Sisario writes about the music industry. Follow @sisario on Twitter.



Jim Walton to Step Down as Chief of CNN

By BRIAN STELTER

Time Warner said Friday that Jim Walton, the embattled president of CNN Worldwide, will hand the news giant over to a new chief at the end of the year.

The announcement came in the middle of a year of widespread scrutiny of CNN's - and by extension Mr. Walton's - performance. CNN, while hugely profitable, has been plagued by an identity crisis, particularly at its flagship cable news channel CNN/U.S., where the ratings have sagged.

“CNN needs new thinking,” Mr. Walton said in an internal memorandum. “That starts with a new leader who brings a different perspective, different experiences and a new plan, one who will build on our great foundation and will commit to seeing it through. And I'm ready for a change. I have interests to explore and I want to give myself time to do it.”

Mr. Walton's boss, Phil Kent, the president of Turner Broadcasting, has made his dissatisfaction with CNN/U.S. known in recent mo nths, as has his boss, Jeff Bewkes, the chief executive of Time Warner. In a statement, Mr. Bewkes said that he respects Mr. Walton and supports “the decision that he and Phil Kent have reached.”

Mr. Bewkes said that the CNN Mr. Walton inherited in 2003 “was underperforming,” with its earnings “in serious decline.” Mr. Walton, he said, grew the business into a “financial powerhouse” with annual growth of 15 percent.



Friday Reading: Ride-Sharing Services Extend Their Reach

By ANN CARRNS

A variety of consumer-focused articles appears daily in The New York Times and on our blogs. Each weekday morning, we gather them together here so you can quickly scan the news that could hit you in your wallet.



The Breakfast Meeting: Facebook Disappoints, and Romney as Fodder in Britain

By NOAM COHEN

Facebook disappointed investors on Thursday with its first financial report as a public company, and the company's stock price took a hit, Somini Sengupta reported. In after-hours trading, the share price dipped to $24, a new low and 37 percent below where it was set as an initial public offering. The results were a mix: revenue in the quarter climbed to $1.18 billion; on an adjusted basis, the company posted a profit of 12 cents a share, or $295 million, meeting analysts' expectations. But all eyes were on the service's potential growth, and users' transition to mobile devices, and there the picture was murkier, Ms. Sengupta writes:

During the call with analysts, company executives emphasized their efforts to make Facebook accessible on mobile devices. The company only recently started surfacing advertisements in the mobile newsfeed. And while company executives said they were seeing promising results, they also sa id they were being careful not to crowd the mobile platform with too many advertisements, lest it spoil the user experience. The company said 543 million people looked at Facebook on their mobile devices at the end of June, a 67 percent jump from last year. “The shift toward mobile is incredibly important,” Mr. Zuckerberg said during the call.

  • In listing the five take-aways from the earnings call that featured Facebook's founder, Mark Zuckerberg, Jenna Wortham homed in on Facebook's accommodation of its mobile users. The riddle is that Facebook says its users are more active on mobile phones, but may be harder to reach through advertising; also, Facebook currently can't process mobile payments for social games; finally, Mr. Zuckerberg also poured water on the idea of a Facebook cellphone.

Amazon.com presented a vastly different picture in its earnings call, David Streitfeld writes: fast growing revenue, almost no profit. That is, the c ompany reported sales of $12.8 billion, up 29 percent, in the second quarter while producing net income of $7 million, or a penny a share. This is a familiar story for Amazon as it invests its revenues into expanding its consumer base.

  • Amazon is building fulfillment centers, many of them close to major cities, including New York City, San Francisco and Los Angeles, Mr. Streifeld writes, signaling a shift in priorities: “In the past, Amazon declined to build warehouses in states where it had many customers, because it would then have to collect sales taxes from them. Now the promise of offering these areas even faster delivery seems to be more of an imperative than continuing to fight the tax issue.”

A surprising new idea has been floated by Universal Music Group to win the support of European regulators for its planned $1.9 billion takeover of EMI: selling Parlophone Records, which releases the music of Coldplay and Radiohead and is the heart of EM I's holdings in Europe. The news was first reported by The Financial Times late Thursday, and indicates the difficulties Universal has faced in convincing Europe to approve the deal, despite concerns over what it could mean for competitiveness in the music industry, Ben Sisario writes.

Mitt Romney's comments in London about whether the city was prepared to hold the Olympic Games, and whether the British people were enthusiastic about playing host, made Mr. Romney excellent fodder for the British papers, across the political spectrum, The Guardian reported. The Times of London headline: “‘Nowhere man' Romney loses his way with gaffe about the Games”; The Daily Mail asked, “Who invited party-pooper Romney?”



Boston\'s WGBH Buys Public Radio International

By BEN SISARIO

In a merger of two of the country's largest public broadcasters, WGBH in Boston has acquired Public Radio International, the producer and distributor of radio programs like “Studio 360,” “This American Life” and “The Takeaway,” the two organizations announced on Thursday.

Financial terms were not disclosed, but Public Radio International, or P.R.I., will remain an independent entity, and will continue to produce and distribute its current portfolio of programs, said Julia Yager, its vice president for brand management and marketing strategy.

With public broadcasters facing ever-leaner budgets, the two nonprofit groups hope “to pursue a shared vision for developing and funding station-based and independently produced content,” according to a joint statement.

That may involve sharing programming or collaborating on new projects for various media platforms both new and old, said Jeanne Hopkins, a spoke swoman for WGBH.

WGBH is best known as a powerhouse of public television, with two stations, a number of digital TV channels and an array of programs like “Nova,” “Frontline” and “This Old House.” WGBH is PBS's largest producer.

But through the deal, WGBH could extend its reach into radio. It operates three stations in New England, and for the last 16 years, P.R.I and WGBH, along with the BBC, have co-produced the daily news radio show “The World.”

For P.R.I., which is based in Minneapolis, the deal could offer some stability. In its last fiscal year, ending June 2011, the organization carried a $2 million operating deficit on $23.7 million in revenue. This year, P.R.I. lost American distribution rights to one of its biggest programs, the BBC's “World Service.” WGBH, according to its most recent annual report, raised $166.8 million last year and had $314.5 million in net assets.

“We can see that the public media landscape is chan ging,” Ms. Yager said in interview on Thursday. “So how do we make sure that we are able to do the work we are committed to doing in light of all those changes? We certainly thought that being more closely related to an organization that had strength in TV as well as digital would enable to us both to weather whatever comes.”



In Bid for EMI, Universal Music Group Considers Sale of Parlophone Records

By BEN SISARIO

To get European regulators to approve its $1.9 billion takeover of EMI, the Universal Music Group may do something once considered unthinkable: sell Parlophone Records, which releases the music of Coldplay and Radiohead and is the heart of EMI's holdings in Europe.

According to a report in The Financial Times late Thursday that was corroborated by one person briefed on the talks, executives from BMG Rights Management, a music company backed by Bertelsmann and Kohlberg Kravis Roberts, have met with Universal over a possible sale of Parlophone. Representatives for Universal, EMI and BMG all declined to comment.

The fact that Parlophone is on the table is a sign of how troubled Universal's talks with the European Commission have become. Universal, whose global market would swell to more than 40 percent if it absorbed EMI, entered the talks two weeks ago hoping it could gain the commission's approval by offering to sell Euro pean rights to a relatively small number of songs. After its early offers were found inadequate, Universal looked to sell off independent labels that EMI had acquired over the years, like Virgin, Chrysalis and Mute. In its latest strategy, Universal is considering keeping those smaller labels and selling Parlophone.

In an interview this week with Dow Jones, Joaquín Almunia, the European competition commissioner, described the talks with Universal as being “very tough.” Last month, the commission sent Universal a nearly 200-page “statement of objections” that reportedly rejects many of Universal's central arguments in favor of the merger.

While any Parlophone deal would most likely include the bulk of its extensive catalog, it would exclude EMI's ultimate jewel, the Beatles, according to The Financial Times's report and the person briefed on the talks, who was not authorized to speak publicly about it. Parlophone's artists include stars like Kylie Minogue , Blur, Gorillaz and the Verve. The label also handles the European releases for other acts signed to EMI's American branches, like the Beastie Boys, but it is unlikely that a sale would include rights to those artists' music.

Peeling off Parlophone could have an adverse effect on the value of Universal's overall deal for EMI. Universal assumed all regulatory risk in the transaction, agreeing to pay about 90 percent of the full sale price by September, whether the deal is approved by regulators or not. If Universal is forced to sell big pieces of EMI for less than it paid, and also loses some of the $157 million it expected in annual savings, the deal could end up far more expensive for Universal.

Universal has until Wednesday to make its formal submission of remedies to the European Commission, although it may do so earlier. Its proposal will then go through “market testing” with competitors, and the commission will have until Sept. 27 to make a final ruling .

In the United States, the Federal Trade Commission is investigating the deal.

Ben Sisario writes about the music industry. Follow @sisario on Twitter.