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Wednesday • May 21, 2008 | READ ALL NEWS AT ADAGE.COM

Merck Settles Vioxx Ad Case for $58 Million

Marketer Mandated to 'Pre-review' Spots to FDA; DTC Moratorium Raised Again on Hill

WASHINGTON (AdAge.com) -- Merck & Co. reached a $58 million settlement with 30 state attorneys general over ads for Vioxx. As part of the deal, the company also agreed to steps that could delay DTC advertising for its medicines for months to years. FULL ARTICLE

William Morris, Media Execs Create 'Agency 3.0'

Partnership Reflects Drastic Changes in Hollywood, Advertising and Technology

LOS ANGELES (AdAge.com) -- Hollywood's oldest talent shop, the 110-year-old William Morris Agency, is partnering with a triumvirate of digital media, wireless and advertising executives to create a joint venture called Agency 3.0, a digital-marketing-services company seeking to marry digital technology to strategically developed content. FULL ARTICLE

Michael Eisner Sees Web's Future in Storytelling

Strong Content Also Needs Interactivity, Community

At Microsoft Advance '08
SEATTLE (AdAge.com) -- According to Michael Eisner, story-driven online content is the next big app. "YouTube is to the internet what a nickelodeon is to the movies. It's the preliminary installment of what is to come," he said, speaking to advertisers and publishers at Microsoft's Advance '08 event. So what is to come? "Great, creative storytelling." FULL ARTICLE

Digitas Launches Branded-Content Shop

Third Act to Produce Ideas for Brands and Manage Distribution Strategies

NEW YORK (AdAge.com) -- Digitas is formally getting into the branded-content game with the launch of a new offering called The Third Act. FULL ARTICLE

Web 2.0 Is Velcro

Viral Hooks, Loops and the Return of 'Sticky'

DigitalNext
As a veteran of the 1.0 Web movement, I still suffer from flashbacks when hearing the word "sticky." The notion of creating a "sticky website" was the holy grail of digital marketing back when the web was still in its infancy. The new holy grail, as we all know, is "viral." FULL ARTICLE

CMOs, Stop Obsessing Over the Tenure Stat

Instead, Here's What They Should Be Asking Themselves

Talentworks
Instead of framing their roles in terms of self-preservation, CMOs should be asking themselves: What is the proper role of marketing at my organization, and how can it be used to create as much value as possible? FULL ARTICLE

Kenny Chesney Drinks Corona, Not PR Kool-Aid

Crown Imports Brand Features Country Entertainer in Spot, Sponsors Current Tour

Songs for Soap
Considering Kenny Chesney doesn't have an album coming out this year, Corona couldn't have picked a better week to debut its new spot featuring the recently crowned country Entertainer of the Year. FULL ARTICLE

LM&O Retains National Guard Ad Contract

Business Could Be Worth Up to $125M; Independent Shop Has Had Account Since 1995

WASHINGTON (AdAge.com) -- The National Guard renewed its $125 million-a-year advertising contract with LM&O Advertising, Arlington, Va., after a review. The latest contract is for one year, renewable up to five years. FULL ARTICLE