Hasta La Creative!

When social media exploded, most CMOs were left scrambling to find a way to incorporate these new, emerging platforms into their marketing plans. This ushered in a new era of “social marketing,” which has blurred the line between branded advertising and public relations. While CMOs hurried to move past their anxieties, leading CEOs understood the value of this platform and placed even more pressure on their marketing chief to quickly embrace this new world order.

Today, the digital environment has become even more complex and the advertising technology sector is particularly treacherous. Modern marketers are being forced to adapt, evolve and react to a “performance marketing” world driven by new technology that is pushing them out of their comfort zones into a new reality. The core competencies of the marketing world have never been more open to doubt than they are today.

In recent conversations with dozens of top marketers, it is clear to me that the game of digital media and advertising is changing too fast for most. I am regularly asked for advice on the world of performance marketing and marketers have only just begun to realize that this industry is not going away. Being competent in performance marketing is an absolute requirement for CMO success. And as hundreds of ad-tech companies clamor for attention in this space, marketers are not set up to go through the vigorous testing loop needed to understand which technology or technologies can help their business grow at a faster clip.

Continue reading at AdAge.com

The Web site, called NuevoWorld, was created by Luis Balaguer, Ms. Vergara’s business partner and the co-founder of Latin World Entertainment.

Alex Aiken, the incoming executive director for government communications, has defended the controversial government creative roster, as he confirmed the final selection this morning.

Heidi Klum is the latest person who doesn't eat Hardee's/Carl's Jr. to film an ad for the fast-food chain. The spot, from 72andSunny, which spoofs The Graduate for whatever reason, has Klum chowing into a Jim Beam Bourbon burger in front of a younger man (and his pathetic attempt at a mustache) while the voiceover sort of compares the experience to losing one's virginity. Gross. What they should compare it to is unhinging your jaw like a boa constrictor. That burger is as big as Heidi's head. Beyond that, ads like this are destined to underperform, in a way. As an audience, either we don't pay attention to the burger because of Heidi's fabulous body, or we do pay attention to it and, well, that's weird and off-putting. If Morgan Spurlock taught us anything, it's that fast food can't be sexy. Period.

Adam Crozier, the chief executive of ITV, took home a total of £3.15m in 2012, up 13% on 2011 and including more than 90% of his possible bonus, after the broadcaster’s pre-tax profits increased by 6%.

Grand amateur de voyages comme en témoignent ses séries Highlands et Waterscape, le photographe hongrois Akos Major revient cette fois-ci avec la superbe série « Eastward », réunissant des clichés magnifiques capturés à Dubaï, en Thaîlande et au Cambodge. Plus d’images dans la suite.

Both fast-food eateries are running “Mrs. Robinson,” a 30-second homage to The Graduate with Heidi Klum doing her best Anne Bancroft. The spot, created once again by 72andSunny (last work for the CKE chain here), promotes the Jim Beam Bourbon Burger. Odds are that Klum doesn’t regularly eat the fine cuisine she endorses, but we won’t hold it against you if you replay the part where she sucks up barbecue sauce from her finger.

Carl’s Jr. and Hardee’s have actually turned down the overt sexuality in their ads–remember last year’s Kate Upton commercial? I’ve eaten their burgers once or twice in my life, and I can assure you, they are not aphrodisiacs unless you’re a local gastroenterologist who needs more business. Credits after the jump.

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New Career Opportunities Daily: The best jobs in media.

Advertising Agency: Publicis Kaplan Thaler, New York, USA
Chairman/Executive Creative Director: Linda Kaplan Thaler
President/Chief Creative Officer: Rob Feakins
Chief Production Officer: Lisa Bifulco
Group Creative Director/Art Director: Whitney Pillsbury
Group Creative Director/Copywriter: Jason Graff
Executive Producer: Kirsten Arongino
Production Company: Digital Kitchen
Executive Producer: Eric Oldrin
Executive Creative Director: Matt Mulder
Creative Director: Josh Hayward
Editor: Slavka Kuehn
Producer: Paul Williamson
Designer: Koji Minami, Ryan Gagnier
Director of Photography: Morgan Henry

Advertising Agency: Saatchi & Saatchi, Warsaw, Poland
Creative Director: Max Olech
Art Directors / Copywriters: Jakub Zielecki, Martin Winther
Illustrator: Andrey Gordeev

Para divulgar a Hora do Planeta, que rola neste sábado entre as 20h30 e 21h30, a agência Spinas Civil Voices encarregou o estúdio Kompost de criar a animação The Power Guzzlers’ Time is Up, para a WWF da Suíça. Nos créditos, dois brasileiros: Ian Sampaio e Leandro Franci, responsáveis pela animação 2D e compositing.

Com um visual de encher os olhos e uma trama muito bem sacada, a animação usa dois personagens em um restaurante para fazer uma analogia entre o consumo de energia elétrica e comida.

Enquanto um se empanturra com energia, outro come calmamente. Curiosamente, os dois “funcionam” da mesma maneira, mas a diferença aparece mesmo é na conta.

Post originalmente publicado no Brainstorm #9
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