Hasta La Creative!

This week, Alistair MacCallum, managing director of M2M, talks the North London derby with the Evening Standard’s Jon O’Donnell, gets involved in a pitch, and has an interesting chat with Jimmy Savile’s biographer at an Esquire night out.

Intel is increasing its focus on brand partnerships as part of a content creation drive for its ultrabook computers, which seeks to differentiate the devices from tablets.

A new approach to sustainability and achieving success on the world stage were the key themes Dame Ellen MacArthur and Sir Martin Sorrell focused on in the early morning session at the Marketing Society’s Annual Conference today.

Existing problem:
Make the JOUPI signs more visible, but also entertain in stores our targets: parents and children.

Suggested strategy:
Our strategy has been to differentiate ourselves in this very competitive market.
The challenge was to illustrate the slogan of our sign “Expert en sourires d’enfants” on basic communication tools and to find promotional tactics in the absence of major investments in the media.

Description of the launch of the campaign and of its implementation:
Creative axis: We created an animated and interactive paper bag that can demonstrate visually and directly to our customer the effect the toy he just bought will have on his kid. Simple: the bag is empty, the child’s face is sad but when the customer holds the bag by its handles, the child’s face shows a big smile. The success was huge therefore the client decided to continue this year and distribute the bag in over 100 outlets during the christmas activity peak season.

Advertising Agency: Havas 360, Paris, France
Creative Director: Thomas Derouault
Art Director: Sabrina Leva, Thomas de Belleville
Executive Creative Director: Thomas Derouault, Hugues Pinguet
Advertising Manager: Marie-Claude Morat
Account Supervisor: Anne-Flore Seringe
PR: Delphine Le Floch
CEO: Vincent Mayet, Matthieu Habra

Musicians of the Zurich Chamber Orchestra are portrayed in way which puts the emphasis on the dynamics of the musical play. For that purpose the instruments have been removed from the picture that has been shot while the musicians were playing with LEDs attached to their fingers. The light traces are visualising an actual sequence of a musical piece and have not been modified afterwards.

Advertising Agency: Havas, Zürich, Switzerland
Creative Director: Frank Bodin, Axel Eckstein
Copywriter: Florian Birkner
Art Director: Inken Rohweder
Photographer: Peter Hebeisen
Graphic Design: Luca Schneider
Account Manager: Milena Elias
Art Buyer: Cara-Anne Specker
Composer: Simon Ianelli

In 2011, for the second year in a row, the Red Bull Racing team, equipped with a Renault engine, won the F1 Constructors’ World Championship. In honour of this double win and the achievements of Renault engines in F1, the brand and its agency Publicis Conseil have decided to launch a new campaign. The concept “Red is dead” is a friendly gibe directed at Ferrari and its emblematic colour. By using objects that are traditionally red, Renault is reminding everyone that it is also one of the leading brands in Formula 1.

“Red is dead. Renault beats Ferrari in Formula One.”

Advertising Agency: Publicis Conseil, Paris, France
Chief Creative Officer: Olivier Altmann
Creative Director: Olivier Altmann
Copywriter: Mathieu Degryse
Art Director: Yves-Eric Deboey
Photographer: David Gill
Account Manager: Edouard Pacreau, Eric Hazout, Thibault Repelin, Adeline Blanc
Strategic planning: Helene Duvoux-Mauguet
Art Buyers: Jean Luc Chirio, Gael Cheval, Soone Riboud
Advertiser’s Supervisor: Stephen Norman, Bruno Travade, Dominique Musset, Andreea Culcea, Belen d’Alexis

TV advertising has remained “remarkably stable” in the last 10 years, but media convergence offers broadcasters an opportunity to grow revenue, according to Channel 4’s chief marketer, Dan Brooke.

Nissan has appointed Guillaume Masurel as its new UK marketing director, following the departure of Steve McLennan to a role in the car firm’s European business.

Brief: Aziatage pan-Asian café was about to open in Yekaterinburg city. We needed to attract the attention of city resident to the opening and to create a footfall at the first period of café working.

Execution: An art project was developed for the city’s central pedestrian street for the opening date – 8 March. This coincided with the Chinese Dragon Festival which is the day when, the legend has it, all wishes come true. We encouraged everyone to get involved and gave the city a new landmark. A board with 11,000 holes in it appeared near the cafe. Chopsticks were handed out. Having split the sticks, you pushed one into the board making a wish. The other, branded, stick gives you a discount. In just under 6 hours a dragon was born. It now advertises the cafe.

Result:
– Over 10,000 wishes made
– Free media of over $25,000
– Cafe full up during the campaign day – and thereafter
3019 people exchanged their chopsticks to reduction on dinner at Asiatage restaurant

Advertising Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Copywriter: Alexander Parkhomenko, Anton Kotovski, Andrey Chernay
Art Director: Vladislav Derevyannykh
Graphic Design: Dmitry Maslakov, Yana Akhmetshina
Production company: StreetArt Agency

Matt Teeman, the new commercial director at free-title Metro, has restructured the freesheet’s commercial team, reorganising them from a flat structure into agency-centric hubs.