(TrendHunter.com) British photographer and artist Alan Jaras has pioneered a really unique photography technique that produces these amazing surreal pieces. They look like something from outer space to me.
It is very scientific,…
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THE ORIGINAL? Nike ambient – 2004 Source : commercial archive Agency : Ogilvy & Mather (Singapore) |
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LESS ORIGINAL K-Swiss Roland Garros Ambient – 2008 Source : CB News, Agency : Kassius (France) |
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LESS ORIGINAL PGA Tour Superstore – 2008 Source : Cannes Lions Archive, Agency : TheRichardsGroup Dallas (USA) |
My mother used to say that we tell a lot about ourselves by the company we keep. That is certainly true in the adgame. If you use vehicles like free weeklies or coupon books then you can expect to attract the clientele attracted to those vehicles. Upscale advertising costs a lot more, but if your product warrants it you should consider writing the check.
Paul Hirsch has been practicing communications since 1983. He now owns his own marketing/pr firm in Northern California. Paul specializes in media relations, marketing collateral, website copy development and ad design. You can learn more about him on Facebook or by visiting www.nowville.com/paulhirsch.
(TrendHunter.com) Do you suffer from the heartbreak of Camel Toe? Cuchini wants to help you break through this affliction via their light weight material pad that is designed to stick to any garment and smooth out the area…
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Advertising Agency, City: IMPACT BBDO Beirut, Lebanon
Chief Creative Officer: Dani Richa
Creative Director: Carlos Amseyan
Copywriter: Yasmin Murad
Art Director: Nay Abou Chahla
Via [Dubai Lynx]
Click Images To Enlarge
Agency: Publicis Graphics, Jordan
Creative Director: Nathan J. Ross
Senior Art Director: Nadim Twal
Copywriter: Rami Qaddoumi
Account Handler: Mohammad Abu Adas
Via [ mediaME ]
Employees will gladly make sacrifices in tough times, but they have their limits. They will eagerly cut back on travel, training and other optional expenses. They will accept cuts in benefits. They will even forgo salary increases or bonuses. The one thing I find employees have the toughest time sacrificing is opportunity.
Coca Cola Co. adopted a new strategy to save on media budgets and hold agencies responsible for providing performance. Under the “pay for performance” plan, Coke guarantees to reimburse only what an agency has expends unless said agency can prove performance based on predetermined success measures. We, as advertisers and marketers are notorious for speaking in ROI terminology, but the proving part is a different matter altogether. Agencies currently serving the soft drink giant will not profit without delivering. If Coke successfully demonstrates this value-based model, look for other companies to soon implement the same type of programs.
Under Coke’s new plan, there are no guarantees. Which, in theory, is exactly the same method advertisers conduct business with media partners to ensure accountability for poor performance. If a media partner underperforms, it is expected to “repay” via additional media weight, no-charge advertising, and in rare cases, a refund.
Outside of the agency niche, a business transaction occurs when I say I want X, and you deliver X. As an example: I sign a contract to have my house painted. However, only half of the house gets finished, but they state that they’re done. That wouldn’t fly…I’d be contacting the comapny, demanding my money back, trying to get the house finished, and if necessary, going to court.
Advertising agencies have stood by the fact that intangible processes, such as creativty branding are hard to tack down with a specific return on investment dollar amount. And they’re…some of what client companies receive from agencies can be classified as “art rather than advertising,” and how much does a masterpiece run? I’m being facetious, but not really. Think back on campaigns that not only defined the brand, but redefined the company itself. A couple for Coke comes to mind immediately:
It’s hard to price someting like that. Or even the Mean Joe. Or a revised version of the1971 spot, seen above:
Activity doesn’t equal value, or at least that’s the premise driving Coca Cola’s pricing model. However, this allows the agencies to rise to the occasion and receive more compensation than the would have, with up to a 30% “commission” if their delivery is spot-on. With Coca Cola’s worldwide budget at $3 billion, the compensation possibilities are lucrative.
How Coke’s new compensation will work:
BEFORE: Agencies and Coke negotiate in advance how much profit the former will see on a given project.
AFTER: Agency is guaranteed only recouped costs, with any profit coming only if certain targets are met.
BEFORE: Agency decides what Coke should pay for a project based on the time it expects to expend on it.
AFTER: Coke tells agencies how valuable a project is based on strategic importance, whether other agencies could deliver the same outcome, and other factors.
Remember what you’ve read…because if it works, it’s COMING SOON TO A CLIENT NEAR YOU, SOON!
Jeff Louis is a Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: linkedin.com/in/jefflouis or twitter.com/jlo0312.
Carmichael Lynch has used augmented reality to create a 3-D Sasquatch for beef jerky purveyor Jack Links. Riffing off its TV spots, in which a group of guys play pranks on the hairy giant, this online execution creates a 3-D version and encourages you to mess with it, recording and saving your interactions as video shorts.
MINNEAPOLIS (AdAge.com) — With Sunday morning TV focused on swine flu, Sunday evening ratings seemed to catch a bit a of a chill, at least as far as the Nielsen ratings results in the ad-centric 18-to-49 demographic. Because just like last Thursday — the first night of May sweeps — Sunday's second big night had smaller ratings, compared to season-to-date original episode averages, for most shows.
SAN FRANCISCO (AdAge.com) — Heads up, marketers. You might want to find a time to pay a visit to the IT guys around the corner. A new study by the nonprofit Online Trust Alliance suggests that marketers are doing too little to protect the reputation of their brands online, with only 37% of Fortune 500 companies taking robust security measures to safeguard against cyber-fraud. And phishing — fake e-mails often sent under the guise of well-known, trusted brands, usually to obtain credit-card numbers — is on the rise.
To me, what's important is wanting to do great work and being part of a culture that encourages collaboration. I didn't know that a ZIP code was a prerequisite.
In this week's episode of Creativity's Top 5, the Bronx Zoo and Deutsch commission artists to sculpt animals from recycled material for Earth Day; Humble's Hydra collective glues, pastes and rips its way through a Passion Pit music video filled with in-camera wizardry; Cheetos and Goodby Silverstein show Chester testing out a new super-sized snack; Google Labs serves up the ability to search images by pictures instead of words; and Droga 5 and VB beer pay tribute to Australia and New Zealand's fallen military vets for Anzac Day.
In an effort to reach more parents, Partnership for a Drug-Free America has been exploring its online options with the help of interactive agency Razorfish. Earlier this year, the partnership launched an online initiative to help younger mothers learn the right way to talk to their kids about drugs.
NEW YORK (AdAge.com) — News Corp. Chief Digital Officer Jon Miller continued his remake of MySpace today with the appointment of two new executives, reporting to incoming CEO and former Facebook executive Owen Van Natta. One thing's certain about the new team: They see MySpace as fundamentally different property than Facebook, which surpassed it in buzz and traffic.
(TrendHunter.com) When you combine a diva like Beyonce with an extremely talented photographer like Tony Duran, you know the result is going to be something dramatic.
Tony Duran’s images of Beyonce are not your usual Hollywood…
Depois de quase um mês esperando o resultado final da competição, chegou a hora de revelar os campeões do “The Best Ad Agency 2009“. Foram mais de 35 websites indicados, e oito finalistas. Os jurados (Neto, Jean Boechat, Sergio Mug, Zannin e Puga) cumpriram perfeitamente o trabalho, e agora não resta mais nenhuma etapa para reverenciar as agências que, segundo eles e o público, tem o melhor website.
Entre os websites de agências brasileiras, a Borghierh/Lowe ficou com 1a posição, sendo indicada por 3 dos 5 jurados. Lá fora, o website indicado por 4 jurados, ou seja, a grande maioria, foi o da Modernista.
Preferi não identificar o argumento e as defesas dos que votaram, preservando a privacidade de todos que participaram nas escolhas do short list. No entanto, é possível acompanhar na sequência uma descrição resumida da opinião de todos os jurados.
Borghierh/Lowe: Seu formato de loading (carregamento da página) chama a atenção. Possui poucos recursos, mas sua gama enorme de conteúdo, dividido de forma interativa, faz com que ele se diferencie de muitos websites de agências nacionais. É simples, e por isso também conseguiu agradar grande parte dos votantes.
– “O melhor disparado pela simplicidade, pela facilidade de ver e atualizar o conteúdo”.
– “Site simples e bacaninha. E eu sei (acredite!) como deve ser difícil passar isso no internacional da Lowe“.
– “Super legal. Bem feitinho, com conteúdo interessante e tudo mais. Só senti falta de um menuzinho convencional“.
Modernista: Inaugurou um modelo de navegação inovador. É, de longe, o website que mais conseguiu se destacar entre os demais, principalmente porque já se tornou referência de tudo aquilo que visa quebrar paradigmas na web.
– “Nada é tão avassalador como o site do Modernista“.
– “Eu ainda gosto. Principalmente pela subversão de formato“.
– “A idéia é muito boa“.
Assim, eu fecho a 1a edição do “The Best Ad Agency Website 2009″. Queria agradecer todos que participaram enviando seus votos, além dos meus colegas que fizeram o concurso ganhar ainda mais respeito e visibilidade.
Valeu,
Gabriel Jacob
"Augmented Reality" has experienced its first mass forays into advertising recently through innovative uses by GE to demonstrate its Smart Grid technology and by Topps to add 3-D effects to the classic 2-D baseball card. Marketers should think through how to leverage this kind of technology in retail locations, on products or in static advertising — linking their tangible assets with useful content from the web and added interactivity.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
