Tough Times Complicate the Case for Buying Super Bowl Ads†

Wall Street Journal, November 11, 2008 — With advertising rates for the Super Bowl running as high as $3 million for a 30-second spot, some marketers are wondering whether during these tough economic times they can afford the big gameFedEx, a loyal Super Bowl advertiser, still hasn't decided if it will buy in. FedEx is concerned that shelling out big bucks — at a time when it's "asking employees to do more with less" — will look "wrong," says a person close to the company.

"Companies have to be mindful that jumping into the game can open them up to criticism," this person says.

What Today's Troubled Businesses Can Learn From E-Trade†

CMO Nick Utton and Spark's Ken Zasky Share Tips on How to Survive a Credit Crisis

Advertising Age, October 20, 2008 — E-Trade Financial may have had a startling fall from grace a year ago, but the fact that it's still around offers hope for today's battered financial companies, the marketer and its media agency told an audience during the Oct. 19 general session of the Association of National Advertisers' annual conference.

Nick Utton, chief marketing officer at E-Trade, and Ken Zasky, president of Spark Communications, shared their playbook for how to survive a credit crisis.