Hasta La Creative!

The company took a write-down of $113.4 million as its projections declined amid lower-than-expected revenue and weaker conditions in publishing and direct marketing.

For it’s Fall 2012 campaign, well known lingerie brand Agent Provocateur has tapped Penelope Cruz’s little sister, the equally hot Monica, for yet another cinematic outing of better-than-advertising proportion.

In the mini-epic, called Wilhelmina, we seen Cruz step out of a carriage into a dark, dingy and wet London street circa sometime in the 1800’s. She enters a building and is led to a back room, a photo studio of sorts where a gruff looking photographer promises his camera will “photograph your true self.”

Well, being a Cruz, Monica’s true self is pretty steamy and dripping with intoxicating sexuality. As Cruz seemingly stands still in her full coverage Victorian gown, the camera’s lens tells and entirely different and, to some, more interesting story.

We like the analogy here that says even the most demurely dressed woman can’t truly be judged by outer looks alone. And by outer looks, we don’t mean Cruz-hot. Any woman, no matter her level of hotness, possesses within herself something that is not externally obvious. A secret, if you will. This, of course, is exactly what lingerie brands pray upon when marketing their undergarments. More so, we would argue, than the outwardly obvious titillation factor.

Agent Provocateur has mastered this approach; positioning itself as some kind of uber inner fuel woman can call upon when needed…and reveal only to those truly worthy of her precious time.

Yorkshire Tea has run a tactical press ad rejoicing at the number of Olympic gold medals won by athletes from the county.

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Christian O’Connell, the presenter of the Absolute Radio Breakfast Show, will play Spandau Ballet’s ‘Gold’ at least 22 times on Monday morning (13 August) in celebration of Team GB’s success at the 2012 Olympic Games.

NME has secured the lager brand Budweiser Brew No ’66’ as the sponsor of its new NME video app in addition to its festival-themed video content.

Claudia Navarro, Coca-Cola’s global director of marketing for the Olympic Games, speaks to Marketing about the brand’s learnings from London 2012 and strategy for the next Olympics.

No one can miss the Olympic fever hitting the Capital this summer, perhaps with the exception of 23red, who seem to have got a little confused and packed its “Olympic team” off to Greece.

Free-title Metro has attracted around £12m in Olympic specific advertising while The Sunday Times and The Sunday Telegraph have enjoyed big circulation lifts during the Olympics.

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