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NEW YORK (AdAge.com) -- Will American consumers leap at the idea of water bottle as fashion accessory, granting it a cache similar to that of an iPod? California companies Kor Water the RKS design believe they will and have spent three years re-inventing the lowly water bottle as a "personal hydration vessel." The sleek Kor One was launched last week after months of being the new darling of the design-oriented blogosphere. Kor CEO Eric Barnes explains his marketing strategy for the new product.

NEW YORK (AdAge.com) -- Strapped for cash, New York City's Metropolitan Transit Authority is now selling advertising space on the exterior of its subway cars. The first buyer is the History Channel which has festooned strings of transit vehicles with promotional messages for the third season of its hit series, "Cities of the Underworld." The MTA estimates the new rolling advertising space will bring in a million dollars more a month. It's offering advertising space on its turnstiles as well.

NEW YORK (AdAge.com) -- Despite all the success it has achieved during the last five years, the behavioral targeting business has been plagued by its lack of universally-accepted standards. In a move to alter that, 240 technology, media and marketing companies have signed on to the newly-created Behavioral Targeting Standards Consortium (BTSC). It's advisory committee includes representatives of Revenue Science, Microsoft, Jupiter Research, Barry Diller's Expedia and Hachette Filipacchi's Jumpstart Automotive Media. Interviewed in this program is Revenue Science CEO Jeffrey Hirsch, the new group's chairman.

NEW YORK (AdAge.com) -- A marketing research system that studies the emotions expressed by facial muscles has been used to analyze Presidential campaign ads. The system is the subject of the new book, "Face Time," by Dan Hill. Mr. Hill heads Sensory Logic, a consulting firm that has been using "facial coding" methods to study second-by-second consumer reaction to TV commercials. Its clients are normally large marketing corporations. But during the primaries, the company began analyzing audience reaactions to the major candidates' ads.

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NEW YORK (AdAge.com) -- In late 2006, in response to a challenge from Esquire magazine, David Droga came up with the idea of branding tap water to raise money for UNICEF. Called the Tap Project, it at first involved 300 New York City restaurants which asked patrons to pay a dollar for their tap water. The program then went national and, next year, will go global. Last week, the Advertising Club of New York honored Droga for his work.

NEW YORK (AdAge.com) -- The $52 billion acquisition deal that will make Anheuser-Busch part of the Belgium-Brazilian company InBev has a lot of people wondering about their beer. What happens to iconic U.S. brands like Budweiser once Anheuser-Busch is no longer a U.S. company? VP for Brand Management Keith Levy admits there are fears about change and that Budweiser's new advertising campaigns are being carefully tailored to address those concerns.

NEW YORK (AdAge.com) -- What a difference two years can make. At the first New York City Council Civil Rights Committee hearing on ad agency diversity hiring practices in 2006, no agency executives deigned to show up. But at the second hearing this week, no less than the new 4As president Nancy Hill led a supplicant coterie of top agency officials into the Council chambers. Their public interaction with Committee Chairman Larry Seabrook was a sweet and sour affair that mirrored the contentious history of the issue.

NEW YORK (AdAge.com) -- In a celebration that was as much about architecture as it was about marketing, JetBlue cut the ribbon on Monday at its new, $740 million dollar, 72-acre terminal at New York's JFK Airport. Branded "JetBlue T5," it's the first new terminal built in the U.S. since 9/11. In erecting its futuristic, 26-gate hub alongside TWA's landmark Saarinen terminal, JetBlue is hoping to inject some glamour back into flying.

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NEW YORK (AdAge.com) -- The fifth annual Advertising Week in New York and the opening session of the United Nations' General Assembly intertwined for a short while on Monday morning. UN Secretary General Ban Ki-moon invited a small group of the ad industry's top executives to UN headquarters for a chat. He wants the world's largest advertising holding companies to assist the UN in mounting a sustained advertising campaign about the dangers of global warming.

NEW YORK (AdAge.com) -- Improv Everywhere, a flash mob organization whose dramatic events have drawn high profile attention in New York, has signed its first commercial partnership -- with Yahoo. In one of its happenings earlier this year, more than 200 members of the art group infiltrated rush hour commuter crowds in Grand Central Terminal. And then at precisely the same instant, all 200 froze -- like statues -- for five minutes. As part of the Yahoo sponsorhip deal, Improv Everywhere will be organizing Fall happenings in New York, Toronto, Chicago and San Francisco.

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NEW YORK (AdAge.com) -- It's a curious fact that in all of its 130 years of operation as a beer giant, the Budweiser brand has never nationally marketed an ale. That changed this week as it rolled out its new Budweiser American Ale brand. Anheuser-Busch VP for Brand Management Keith Levy explains why the brewer believes now is the time to move into a market niche it has long ignored.

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NEW YORK (AdAge.com) -- America's most powerful buying block is women but today's designers continue to create products aimed at male sensitivities. And that means a lot of female-unfriendly products aren't achieving their full market potential, says Marti Barletta. The author, marketing consultant and CEO of Chicago's TrendSight Group, was a keynote speaker at last week's annual conference of the Industrial Designers Society of America. Addressing a predominantly male audience, she ticked off a list of what ticks off women.

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NEW YORK (AdAge.com) -- Among the most interesting new technology that promises to dramatically alter the outdoor video advertising business is real-time facial recognition systems. With a scanning device installed on every video screen, they send a constant stream of data back to a central computer. Each unit can "read" passing faces to determine which are actually looking at the ads on that specific screen. They can also estimate the age, sex and level of interest of onlookers. And the systems can provide second-by-second data reports, something like outdoor advertising's version of TV's commercial ratings.

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NEW YORK (AdAge.com) -- Do the creatives at your ad agency really understand mobile phone advertising? While all emerging digital media have their complexities, mobile phone communicaitons can be unusually complicated because of the tangle of incompatible device sizes, proprietary standards and lengthy procedural requirements of all the different carriers. At the same time, the internal logistics of some agencies may effectively prevent creatives from acquiring the most basic materials and information needed to produce effective mobile ad campaigns.

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