When Maya buys a pair of running shoes at a sporting-goods retailer using her store loyalty credit card, that information is almost immediately diffused across a spectrum of consumer-data companies and databases, or as one data consultancy exec put it, “from your wallet to the world.” Here’s what Maya’s data journey from purchase to targeted marketing message might look like.
On an icy January day, more than 75 ad-industry executives made their way to the upper Manhattan campus of City College of New York for a brainstorming session. Sitting in the 106-year-old Shephard Hall — an homage to the past, as one of the oldest Gothic campus buildings in the U.S. — the group came together to determine what would be the ideal marketing executive of the future.
City College will have a new graduate program in the fall semester for branding and integrated communications, or BIC, and professor and program director Nancy Tag was convening a brainstorming group of executives from mobile, interactive, public relations, branding, creative and human resources to determine what skills were going to be most important to teach.
The conclusion? The next-generation advertising exec will be a data geek with the soul of an artist, the business acumen of Warren Buffet and the storytelling skills of Don Draper. Importantly, the group zeroed in on data analysis and management as a crucial skill still lacking in many marketers and one that’s not being taught in many traditional marketing programs. Data scientists and people who are good at statistical analysis aren’t often the types interested in a marketing career.
Some of the largest marketers in the world are fencing off their data. Unilever, Procter & Gamble, Kimberly-Clark and Kellogg are opting to keep their data and what they learn from using it to themselves rather than operate through their ad agencies.
Agency holding companies in recent years have opened central trading desks to buy digital media for multiple clients based on common pools of consumer and media data, but more clients are opting for private systems. One reason is expense — data and insights cost considerably more on the open market than the actual media impressions — and another is practicality. Tying up data and insights in a system owned by an agency, some people familiar with the private systems said, could essentially prevent marketers from ever changing shops because of the risk of losing access to the database and having to start from scratch.
Unilever and Kimberly-Clark Corp. in the past year have moved to create their own standalone data-management platforms and trading desks, working with WPP’s Mindshare but staying separate from WPP’s centralized Xaxis trading desk.
Last week, a bevy of banana-filled images had us wondering whether this was an odd preview of the new agency formed by Tom O’Keefe and Nick Paul, who previously served as North American CD and chief global growth officer, respectively, at Draftfcb.
Well, thankfully their new, Chicago-based shop is not called “Whiskey Bananas,” but in fact the more pro-sounding O’Keefe Reinhard & Paul (though the imagery of both spirit and fruit adorns the walls as you can see here). The Reinhard in the mix is Amazon alum Matt Reinhard, who takes on the role of founder/CCO at the new shop while O’Keefe serves as founder/CEO and Paul, founder/president. Today marks day one at OKRP, which you can find out more about here.
New Career Opportunities Daily: The best jobs in media.
News International is targeting men’s fashion and grooming advertisers with Men’s Fabulous, a quarterly magazine available with The Sun on Sunday from 24 March.
Samsung last week unveiled a potential iPhone killer. Now, how to sell it?
After more than a year of not-so-subtly tweaking Apple in ads, the Korean electronics giant is ready to tell its own unique product story with a new phone, the Galaxy S4, that matches iPhone’s current mobile technology and then one-ups it. And that may have it taking a page from Apple’s playbook.
Spots in Samsung’s “Next Big Thing” campaign for its Galaxy phones cast those who wait in line for the next iPhone as hopeless Apple fanboys — or worse, their parents — while pointing out that “the next big thing is already here.”
“Bisalax Laxative. Don’t let it overstay.”
Advertising Agency: Artplan, Sao Paulo, Brazil
Executive Creative Director: Roberto Vilhena
Creative Director: Rodrigo Moraes
Copywriter: Alair E.
Art Director: Thiago Ehlke
Art Buyer: Vivian Tomaz
Account Manager: Ana Paula Sanchez
Graphic Production: Bruno Werner
Coup de cœur pour les travaux de l’artiste brésilien Henrique Oliveira spécialisé dans l’installation de sculptures géantes réalisées avec du bois tranché. Une sélection de ses différentes œuvres « Wood Installations » à découvrir sur son portfolio, et dans la suite de l’article.
M&C Saatchi’s headline profit before tax increased by 10% year on year to £17.2m in 2012, as UK revenue rose by 13%, boosted by strong growth at DM agency Lida, the company’s mobile division and new business.
Unilever is seeking to capitalise on hype surrounding the new Formula 1 season with a SureMen anti-perspirant range showcasing its sponsorship of the Lotus F1 team.
Production Company: Person Films
Director: Michael Haussman
Creative: Sabina Belli
Producer: Cecile Leroy
DoP: Paolo Caimi
Post production: Adriano Mestroni
Editor: Jeff Sellis
Music + Sound Production: Antonio D’Ambrosio
Sky customers will be able to access Channel 4’s video-on-demand service, 4oD, from today at no extra charge, as the company seeks to increase the number of people connecting their Sky+ boxes to the internet.
UKTV is reintroducing UKTV branding to its on-air presence and marketing in a bid to strengthen the network and encourage viewers and advertisers to try new channels and shows.
Ed Vaizey MP, the minister for Culture, Communications & Creative Industries, is set to launch this year’s Media360 conference with an opening address.
From Adbusters #106: Mental Breakdown of a Nation
As far as we know, we emerged about 200,000 years ago. At this time we had no language, no clothing, no art, no religion. We lived in the wild and ate what we could forage or hunt. We were hard to distinguish from our closest cousins – the chimpanzees and bonobos.
What came to differentiate us from them – our remarkable capacity for innovation – was still only a faint trace at this time, a latent capacity. During the first hundred thousand years of our existence, we were confined to a small area in the hot, dry savanna of East Africa.
There . . . we roamed, sweat, and slept beneath the stars on hard ground. We lived like the animals that we are . . .
The $20 billion advertising giant, with major agencies like JWT, Grey and Young & Rubicam under its umbrella, will invest an estimated $10 million in Robert F.X.Sillerman’s company, SFX Entertainment.
Despite a robust public appetite for news, local television newscasts are cutting back, according to the Pew Research Center.
Mayur Hola is a Senior Creative Director at McCann Erickson, New Delhi
Mayur is a defence kid who had a terrific upbringing and a swell time in the Air Force stations his dad got posted to. He read everything he could grab from Commando comics to Jackie Collins, played a lot of sports and studied a bit. He discovered places by walking around by lanes, was chatty and made friends with all sorts of people. He wasn’t picky. Eventually he came back to Delhi where he was born and stopped doing all of the above. Now he reads graphic novels, chats with his beautiful wife, plays with his daughter and studies people. He discovers places by eating at restaurants and makes very few friends. He’s rumoured to be quite picky.
Why are you into Advertising?
I started as a 3d graphic artist and animator in a game development firm. Actually I started by training people to do CG before I was recruited by the gaming firm. This was straight out of college. After a few years I realised that the only future I had in that business was if I moved overseas and/or entertained my gay boss. I love my folks and Delhi too much to do the former. And I’m too straight to do the latter. So I chose advertising. The show window had pretty girls. Inside were ogres. I’m still looking for the girls in that window. Meanwhile the ogres keep me busy.
Did you attend school for fine art or design or Communications?
Neither. I had the best convent school education my folks could provide and some great English teachers in particular who taught me too well for me to type dis instead of this, to this day. Post school, I went to college and studied English literature.
Tell us about your most recent campaign?
The launch campaign of the Chevrolet SAIL sedan is what kept us busy recently. It was a fun script to execute and we made it even more fun for ourselves by writing and completely reinventing an old song for it (Tumsa Nahin Dekha). That for me was most satisfying. It’s why we’re here and what we do. To take a risk and do something unexpected is what I love most. Not following the languid narrative of the film and instead doing an uptempo track with English lyrics was a big punt which payed off.
Were there any particular role models for you when you grew up?
The usual suspects. Kapil Dev, Bruce Wayne, Clarke Kent. Did I mention David Hasselhof? Yep, him!
Who was the most influential personality on your career in Advertising?
Nandu Narasimhan.
Do you have any kind of a program to nurture and train young talent?
Building a young team from scratch and turning it into a formidable unit is the most important aspect of any business. I was taught this while I was still just a senior writer. I haven’t forgotten it and won’t. What we specifically do is something we keep to ourselves. Maybe someone who feels he/she has been nurtured by us can comment on this better.
Tell us something about the McCannErickson Environment?
Chaotic, busy, high pressure, fun, addictive.
Tell us about your biggest challenge as the Creative Director.
Creative. It’s the only challenge and the only thing to remember. Administration and people management takes up so much of our time. But that’s something you do just like you have to brush your teeth. Without creative, there is no creative director. Our one point agenda is to set and maintain standards in the given circumstances. In any circumstance.
What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad? Are agencies ignoring released print?
In a word, yes. But there’s so much writing potential for those inclined to think digital. Anyone missing the good old days of print and long form films need only look at the browser to find words thriving.
Do you think brands whose advertising wins awards, do well in the market?
Perfetti, Old Spice, Nike, Cadbury, Honda, Evian, Havaianas, I could go on and on. You get the picture.
Pick and tell us about one of all your past campaigns, your personal favourite…
Pan Vilas. A hard sell if ever. Neeta, our client at GPI, gets all the credit as every client who buys great work should. She pushed us first and then having got the work, pushed it within her system. It was the most fun I’ve ever had with a thought in my head and a pen in my hand.
What advice do you have for aspiring creative professionals?
Marry rich.
Who would you like to take out for dinner?
My dad the recluse, for once.
What’s on your iPod?
Porcupine Tree, The Walkmen, Grizzly Bear, Greenday, Lana Del Ray, Kesha & my daughter’s nursery rhymes.
Mac or PC?
Mac.
The post Mayur Hola : Interview appeared first on desicreative.
One of the biggest big-data challenges for marketers is how to take the vast amounts of customer information accumulated in the offline world and translate it into bits and bytes for use in the world of online advertising. This process of CRM retargeting, as it’s sometimes called, marries the age-old practice of customer-relationship management with the new and sometimes creepy technique of retargeting, best known as the process by which ads for things you thought about buying chase you around the web.
In the CRM version, instead of your browsing history shaping your online-ad experience, it’s your purchase history and other business-critical information collected by a particular company that’s doing the work. This is a powerful — and touchy — business.
Industry standards require marketers to be very diligent about scrubbing the data used in online ads free of personally identifiable information. But Google “data anonymity” and you’ll find a vast landscape of skepticism about just how effective data-anonymization practices are. Much of the suspicion comes from an academic community that has long been pondering the feasibility of data anonymity. A 2010 paper called “Broken Promises of Privacy: Responding to the Surprising Failure of Anonymization” concluded that the faith put in anonymization practices was overstated. Its author, Paul Ohm, now works for the Federal Trade Commission, the government agency that late last year asked nine data brokers for more information on what data they’re collecting and what they do with it. It could be the prelude to the sort of legal restrictions the online ad industry is trying to fend off through its own self-regulatory efforts, run by bodies like the Network Advertising Initiative and Digital Advertising Alliance.
Social data is the nectar all brands want to drink, but tapping into the source can be a costly and arduous undertaking.
Consider Facebook and Twitter, the suppliers with the most scale to offer. They have drastically different approaches when it comes to meting out access to the millions of conversations occurring daily on their platforms. And in Twitter’s case, the approach seems subject to constant change.
Twitter’s “firehose” of tweets is already an important revenue stream for the company, and it takes a cut from sanctioned resellers that furnish raw data to enterprise customers. But it’s also been looking to restrict the firehose access of existing partners. Facebook, meanwhile, has nothing resembling a firehose and keeps the majority of conversations taking place on its pages under wraps. Brands that want to know what’s being said about them can use listening tools to tap into public posts that haven’t been hidden by privacy settings, but no more.
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.
