Hasta La Creative!

Hearst Magazines had “nearly 800,000” individually paid monthly digital subscriptions by the end of 2012, the company said Wednesday, apparently more than any competitor but well shy of the 1 million that Hearst had long anticipated.

Hearst, the publisher of magazines such as Cosmopolitan and Esquire, said all the way back in November 2011 that the 1 million mark was on the horizon. “We do expect in 2012 at some point to be able to have more than a million on e-subscriptions,” Hearst Magazines President David Carey said at an event then.

Mr. Carey reiterated that figure in January 2012 but cast it as a goal. “Our target is to reach more than 1 million paid digital subscribers per month via iTunes, Zinio, Nook, Amazon and Next Issue Media,” he wrote in a letter to staff describing objectives for the year.

Continue reading at AdAge.com

Stephen Hawking é, na minha humilde opinião, um daqueles caras fodásticos que, de tão fodástico, consegue entre outras coisas inserir sua genialidade no cenário da cultura pop naturalmente. Merecia até um Stephen Hawking’s Facts. A prova recente disso está em suas participações no The Big Bang Theory e neste filme da campanha Saving the Nation, da GoCompare.

No roteiro criado pela Dare, Hawking aparece dando uma palestra em que anuncia finalmente ter calculado e formulado as exatas condições necessárias para gerar um super buraco negro. Um dos espectadores, então, questiona o físico no que ele aplicaria a descoberta. Corte para Gio Compario – um cantor de ópera mala que já estrelou inúmeras campanhas da marca – que é sugado pelo buraco.

Ficou simpático.

Post originalmente publicado no Brainstorm #9
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Em abril passado, Casey Neistat fez viajou o mundo com dinheiro da Nike para promover a FuelBand. Com mais de 8 milhões de views, o vídeo se tornou mais um ótimo exemplo de publicidade através de conteúdo.

A jornada, que teve 10 dias de duração, foi filmada quando o produto ainda nem existia. É por isso que agora, no começo de 2013, a marca resolveu revisitar a ideia.

Neistat mostra o impacto de ser ativo, com pontos monitorados pela pulseira, sendo possível se divertir, conhecer o mundo e praticar atividades físicas ao mesmo tempo.

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When creating an advertising concept it often starts with a piece of paper and a pencil. With a good concept the idea comes to life and the magic starts. We used just basic tools for the animation, like paper, a pencil, a sharpener, an eraser, scissors, glue and a set square. When the sails of the Dutch windmill are turned, the whole scene comes to life. All elements pop up and the message ‘I WISH YOU CREATIVE HOLIDAYS’ appears. People can send the viral to their friends and can also download all graphics to get creative themselves.

Advertising Agency: van Santen Netwerk, Badhoevedorp, The Netherlands
Art Director / Illustrator: Bas Manders
Stopmotion animation: Patrick Raats, Balder Westein
Sounddesign: Bobkommer Soundstudio’s

Nestlé has won the latest tit-for-tat trademark battle with rival Cadbury, after regulators overturned their original decision to allow rivals to make KitKat-shaped products.

Nissan has ended its co-title sponsorship of the RadioShack-Nissan-Trek cycling team.

Gocompare.com is bringing out an ad that shows theoretical physicist Stephen Hawking creating a black hole to save the nation from annoying tenor Gio Compario.

In the wake of Barack Obama’s re-election by a wide multicultural coalition, evidence is growing that Latino influence on mainstream society is growing far beyond the consumption of tacos and salsa music. This has important consequences for marketing by multicultural and general-market professionals alike.

Non-Hispanics residing in Latino-dense urban areas are emulating consumer behavior traits of Hispanics. That is the finding of a recent study by Wing/WPP in partnership with Experian Simmons. Besides above-the-usual consumption of Latin food, music and sports, as might be expected, these mainstream consumers are heavier users of mobile technology, alternative medicine, entertainment and communal and recycling practices, when compared with counterparts residing in ethnically homogenous neighborhoods. Another recent survey by Conill/Publicis found that across eight major cities the general population now believes that the Latino influence on mainstream culture, art and politics has become quite significant.

A logical forecast based on this data? As ethnic populations grow and spatially disperse across the country, mainstream America gradually will adopt a number of minority ways and preferences.

Continue reading at AdAge.com

ITV has agreed the third product-placement deal for daytime show ‘This Morning’, with DFS providing sofas for the set for a year from today.

Absolute Radio has signed up breakdown service Green Flag as the first sponsor of its traffic and travel bulletins in a six-figure deal.