Coca-Cola’s chief executive Muhtar Kent has sought to distance his company from the public backlash over empty seats at Olympic venues, claiming the brand has “a very, very high usage of tickets allocated to us”.
Chick-fil-A's PR crisis over gay marriage holds lessons for CMOs, who should remember that the chain is just being honest.
Sweet 'N Low is changing tack with a marketing campaign that attempts to convince a younger demo that those pink packets aren't just for their moms' generation.
A Gillette pode ser responsável por alguns dos piores comerciais do mundo – sempre repetidos a exaustão na TV – mas vez ou outra eles emplacam uma boa ideia.
Essa aqui aconteceu em um ponto de venda na Alemanha, para lançar a ProGlide Golden Edition em alusão ao patrocínio da marca os Jogos Olímpicos de Londres 2012.
Para alcançar o produto, era preciso subir no primeiro lugar do pódio. E a história não acaba por aí. Preste atenção que tem um cara que fica p. da vida com a surpresa.
Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie
Voici le nouveau trailer officiel du prochain James Bond 007 avec ce film intitulé « Skyfall ». Réalisé par Sam Mendes et produit par Sony Pictures, le casting des acteurs est composé de Daniel Craig, Judy Dench, Naomie Harris et Javier Bardem. Prévu dans les salles à partir de Novembre 2012.
Someone at Channel 9 is running around stressed. Meetings are happening to discuss how to handle this and the social media monitoring companies, the social media commentators (me included) are already gearing up for another “How to handle a social crisis” Slideshare deck.
Australia’s biggest TV channel and Olympics broadcaster channel 9 is being “smashed” on their Facebook page over their coverage. Mostly around the coverage, or over coverage, of swimming. In heir defence, swimming is usually the area where Australia does the best in the medals so 9 probably over invested in their prep around swimming.
The page is getting around 10 angry posts a minute and I found a lot of them funny. There’s even some memes (both good and bad) popping up.
The example below sums up Australia’s youth well.
But it’s not all young kids there’s also some people that will pick out any fault whether it be the pronunciation of a country or even when the channel accidentally broadcasts old footage. Whoops.
What surprised me was this “Dear Channel 9” post by Matthew Taylor which has since reached 94,000 likes and 4,000 comments. It’s as if it was posted by Lil Wayne himself.
Foxtel, Australia’s only pay TV provider, must be loving it. If they don’t have a reactive ad coming out soon to capitalise on this I would be surprised. Foxtel’s games profile, Follow The Games* is dedicated to the games in this period.
It’ll be an interesting few days to see how Channel 9 respond to this and how the other networks cover it. Oh and more importantly how the “social media experts” say they should have handled it.
It also begs the quest does Australia’s largest television network have anything to gain by running a Facebook profile for the channel itself? Sure their shows desrve a place for fans to chat but people don’t like a channel, they like the content on it. Their 54,000 fans are nothing compared to their viewership and unlike brands they already have a channel to reach and engage people with, it’s their own network.
This Olympics-focuses editorial series is written by Ronald Urbach, Chairman of law firm Davis & Gilbert LLP and the co-chair of the Advertising, Marketing & Promotions Practice Group at the firm.
It has begun, the Olympics. Even the name sounds grand. For the athletes, it reflects years of overwhelming personal effort and training focused on a singular goal – to win gold. For each country, it’s time to fly the flag and show pride. For London, it’s the moment where they can show off to the world. For the agencies, advertisers, marketers, media, and the people and businesses that live and work in the ad ecosystem, they see the Olympics from their own unique vantage point.
But for me – a lawyer and head of the preeminent law firm in the advertising industry, and someone who has been living and breathing advertising and marketing his entire professional career, I see things through a very different prism. Over the next two weeks, I am going to give you my thoughts on what I am calling, the Olympics of Advertising.
With nearly 1 billion viewers around the world tuning into the Opening Ceremony, I found myself asking, what would Danny Boyle do? Who would have imagined James Bond and the Queen parachuting in to the stadium; David Beckham speed boating up the Thames; the industrial revolution transforming the stage; Peter Pan, William Shakespeare and JK Rowling speaking; children dancing with doctors and nurses of the British National Health Service; the forging of the first Olympic ring; the welding together of the 5 rings in mid-air; and the forming the Olympic torch from hundreds of small torches. How did Great Britain do? As my friends in London say, “Brilliant!”
Watching the commercials that night, I was educated and entertained. I began to understand why Chevy Runs Deep. I learned how Coca Cola, BP and Citi supported our athletes. I saw Olympic athletes enjoying advertiser’s products, LeBron James and McDonald’s. I listened to the Rolling Stones start it up with Omega, the Official Timekeeper of the Olympics. I was reminded how important mothers are by Kellogg’s. I saw a swimmer swim the Atlantic for AT&T. I learned about Dow, Mini, Pizza Hut, GE, Bounty and HP. The Olympics is not just about the best athletes in the world; it is also about the best marketers in the world. But what lessons can agencies and marketers learn from this truly global media and advertising event? Here is my perspective on what we had just seen.
Broadcast – Does the Olympics prove that broadcast is alive and well? Yes. Do the games show the success of multiple media platforms? Yes. Is the 2012 Olympics maximizing social and digital media? Yes. Each media form will argue that its media is the one that best supports the Olympics, as well as other large tent pole advertising events. To me, it proves the point that the most effective media strategy in not a “one” media approach; it is an “all” media approach that will rue the day.
A Marathon Event – Over 40 million people watched NBC’s Opening Ceremony coverage, making it the most watched opening ceremony ever. Many brands stood out on Friday night, but it is way too early to declare winners. Those brands who have the fortitude and budgets to make a mark will come out on top. The lesson here: advertisers who best exploit the fact that the Olympics is a marathon, and not a sprint, have the best chance to win.
Celebrities – We saw plenty of celebrities and competitors in Olympics advertising, like LeBron James and Luol Deng. But the real question is who will be the break out advertising star of the Games? Will there be another 2008 Michael Phelps? Though it is too early to make a final conclusion, it does not appear that there is any one athlete poised to assume that role.
Women – Is the London Olympics the year of the woman athlete? Team USA has 530 athletes and for the first time, the majority of them are women. Preliminary reports show that American women are likely to win more medals than their male counterparts. The hottest ticket at the Games is women’s beach volleyball. There were women athletes appearing for the first time for certain countries. Advertisers must acknowledge and leverage this reality.
Creativity – What about the creative effort reflected by the advertising during the Opening Ceremony? I learned an important lesson early in my career: never criticize the creative. [Ed. Don’t worry. We’ll take care of that for you, Ron] I respect the talent and the abilities of the women and men who work in this industry. I am constantly amazed at what they do and how they do it. The work, as it should, speaks for itself.
At the end of Opening Night, though I was tired, I was excited about the next two weeks. I could engage in my fantasies – winning the race, defeating my opponent, or having my television commercial make it on the Olympics. Pretty cool, huh?
Ronald Urbach is the Chairman of law firm Davis & Gilbert LLP and the co-chair of the Advertising, Marketing & Promotions Practice Group at the firm. His clients include numerous multinational, national, and regional advertising agencies, including those agencies that are viewed as being the top creative agencies in the world. Ron can be reached at rurbach@dglaw.com.
In 2012 Havaianas celebrates its 50 years by launching a limited edition of sandals which 100% of sales are going to be donated to the UNICEF. The sandal remembers the 90′s when people started turning the sole to top inspiring Alpargatas to create the Top models. This film tells a little more about this rich history.
Advertising Agency: AlmapBBDO, Sao Paulo, Brazil
General Creative Director: Marcello Serpa
Creative Director: Sandro Rosa, Luciana Haguiara
Art Director: Ricardo Pocci
Copywriter: Luciana Haguiara, Joïo Paulo Testa
Producer: Acaca
Sound: B, A, START
Account: Cristina Chacon, Mariana Gomiero
Athletes claim that restrictions on advertising are ultimately affecting their performance by obstructing sponsor relationships.
Hulu has struck a deal to offer its paid subscription service on Apple TV.
(TrendHunter.com) Fish Heads by Tim Tadder is a phenomenal underwater series of individuals who are partially and completely submerged in water. These pictures capture models from unique vantage points in a range of…
The Obama camp's similar promise to text its VP choice to supporters four years ago was scooped by The New York Times.
L’artiste Peter Crawley a eu l’idée de représenter visuellement des morceaux de musiques connus en utilisant les fréquences. Chaque ligne cousue avec un fil blanc de ces posters représente une minute de chanson. Un rendu minimaliste qui rend hommage à des classiques comme A day in the life ou Whole Lotta Love.
A day in the life
Blowin’ in the wind
Good vibrations
If 6 was 9
Whole lotta love
(TrendHunter.com) These academic infographics take education to the next level with their wide range of educational information that is sure to be a fascinating read. Presented in the form of highly stylized and…
A incrível campanha anti-olimpíadas da Nike, que começou na semana passada, teve um filme-manifesto e mais outros 18 filmetes de 18 segundas cada.
Hoje a marca revelou mais um comercial de 60 segundos para a “Find Your Greatness”, um posicionamento que inclusive causou questionamentos do COI e dos patrocinadores oficiais dos Jogos Olímpicos, mas que no fim das contas avisaram que vão “apenas ficar de olho”.
O conceito é tão engenhoso que, mesmo sendo claro que é sobre Olimpíadas devido ao momento que estamos vivendo, não pode ser provado ou mesmo acusado dessa definição “anti-olímpica” que menciono aqui no B9.
Enfim, o novo vídeo é sobre Nathan, um corredor de apenas 12 de anos de idade em London, Ohio.
“Grandeza é apenas algo que inventamos.
De alguma maneira acreditamos que grandeza é um dom.Reservada a poucos escolhidos, aos prodígios, aos superstars.
E para o resto de nós resta esperar e observar.Podemos esquecer isso.
Grandeza não está no DNA.
Não é algo precioso.
Grandeza não é mais única para nós do que respirar.Todos nós somos capazes.
Todos nós.”
Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie
There are two big problems with the lunch and learn, and both of which can be fixed, albeit with some creative effort.
Cheil UK has appointed Richard Hale, former digital creative director at Fallon, as its first digital creative director as it continues its aggressive drive for new talent.
Magners, the cider brand, is expanding its ‘made in the dark’ campaign with a sponsorship of a special 15-minute online video package for indie band The Maccabees on music platform Vevo.
(TrendHunter.com) Stay warm with the Si Chan ‘Hug Me’ Collection. The UK-based menswear designer Si Chan filled his Fall/Winter 2012-2013 collection with an abundance of humor. Chan created a line of mens…
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.
