Hasta La Creative!

Conduit par Alonso Balaguer, Ikonik Hoel est d’un hôtel modulable construit avec des conteneurs maritimes recyclés. L’utilisation de ce matériau a permis à la marque de développer une identité visuelle très forte, déclinée dans tous les produits proposés par l’hôtel. Un très beau projet à découvrir dans la suite.

Carolyn Everson, the vice-president of global marketing solutions at Facebook, has spelled out the importance of brands to the social network.

Not everything you find on the internet is public domain, even if it’s labeled as such, attorney Brian Heidelberger warns. Virgin Mobile found that out the hard way.

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So yesterday — actually Sunday night — some witty soul (and I use that phrase ever so graciously) decided it would be fun to hack Adrants on the eve of Cannes Lions making it impossible for us to share with you all the event’s goodness. Well. we’re back.

But does it really matter? Does anyone really care? When we have AdWeek’s Tim Nudd and Gabriel Beltrone killing it in Cannes, an entire army of reporters from Ad Age, stellar tweets from Ogilvy, a One Question video series from Advertising Week, live coverage from Campaign and PR Week and the #canneslions Twitter hashtag which — if you allowed yourself — you could stare at 24/7…do we really need Adrants?

Two years ago, I was in Cannes on Yahoo’s dime to cover the event for the brand’s Scene publication. I’d like to think we (myself along with former Adrants Editor Angela Natividad and Adland’s Ask Wappling) did a great job encapsulating the week’s activity. Last year, I couch-surfed Cannes using Storify to compile all manner of content to share with those not fortunate enough to enjoy La Croisette for a week. This year, I was game for the same. But this hack — combined with the increasing proliferation of event coverage — has sort of taken the wind out of my sails.

In two weeks, I’ll be sitting on the beach on Cape Cod hopefully without a care in the world. But, honestly, I have a sneaking suspicion I won’t yet have recovered from the regret I now feel for both not having been in Cannes this year and, as well, realizing, it’s not as easy as it once was for Adrants to wield the weight it once had in this industry.

As it should be, everyone (brand and individual) now has their own soapbox. Who really needs the media when everyone with a blog or a Twitter account can report and comment on anything en mass? Yes, analysis and reflection are still important but when most never read what they retweet, what’s the point? Why bother? Why go to all the effort of attempting to create valuable content when all today’s metrics care about are likes, retweets, pins, plusses, shares, etc.?

While Adrants has gained tens of thousands of Twitter followers, it has also seen a decline in site visits. Part of this, of course, is due to Google fuckery but I’d venture to say a significant portion of this decline is due to the fact people simply never visit the site. They just see the headline on Twitter, retweet it and move on. Or, of course, our content could just suck.

I’m certainly not saying everyone has turned into a mindless social media savant but it’s a little difficult to remain motivated in a world where Mashable rewrites the same story five times a day with a different headline just to garner love and traffic from Google. Or when Business Insider writes wildly overblow/impossible to ignore headlines that have little to do with the actual story. Or when every brand and agency realizes (correctly) that they should be creating their own content rather than rely on the media to do it for them. Is it any wonder people just retweet stuff without reading? There’s simply too much to consume.

Now I’m not bitter. Well…maybe just a little. I’m sure I’ll continue to share my voice with those who care. Even with those who just want to retweet the headlines. No, really, that’s OK. But in the ten plus years of Adrants’ existence, we’ve gone from “Adrants can make or break your campaign” (yes, someone actually said that) to a has-been, also-ran entity afloat in a sea of similar content fueled with financial muscle with which we simply can not compete.

We think Bob Garfield got out of this rat race just in time.

O que fazem? Como vivem? Do que se alimentam os fotógrafos? No Braincast 68, discutimos sobre o dia a dia da profissão, como começar, estudar, as diferentes áreas de atuação, o crescente aumento de entusiastas, e o impacto das ferramentas digitais e sociais na arte da fotografia.

Carlos Merigo, Saulo Mileti e Guga Mafra conversam com os fotógrafos Agê Barros e Rodrigo Bressane do estúdio Pandalux, que dividem suas experiências e aprendizados no mercado.

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WPP’s newly created ventures group run by AKQA chairman Tom Bedecarre has made its first equity investment in San Francisco-based mobile startup Muzy.

The deal comes a day after WPP announced that it had taken part in a $30 million investment round led by the Chernin Group for YouTube studio Fullscreen.

WPP didn’t disclose the size of the round but Techcrunch pegs it at $4.4 million. The startup, backed by Andreessen Horowitz, will use the funds to expand from its current staff of "less than 10 people."

Continue reading at AdAge.com

We’ve received confirmation that Pizza Hut is indeed reviewing its creative ad duties, which have been handled by The Martin Agency for the last three-and-a-half years. We’ve been told, though, that the Richmond, VA-based Martin will defend the account, which it beat out Gotham for at the end of 2009.

We’re trying to get a comment/statement from Yum! Brands-owned Pizza Hut, which worked with BBDO for 20 years prior to moving its account to the Martin Agency. Some of the latter’s most recent work for the chain includes this year’s “Hut Hut Hut” pre-Super Bowl push (see after the jump). No word yet if Pizza Hut’s review includes the digital and social components, which Martin also took over on two years ago, but we’ll hopefully have some clarification this afternoon.

Update: Pizza Hut has issued the statement below regarding the move. We’ve been told that the review involves just the advertising account as Martin doesn’t actually handle digital and social. Huge in fact manages e-commerce for the brand and TracyLocke is handling the latter.

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Criada pela Ogilvy Paris, a campanha da IBM – que falamos aqui – levou o prêmio máximo na categoria Outdoor.

16 trabalhos brasileiros foram premiados, com 3 Ouros, 2 Pratas e 11 Bronzes.

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BBH London picked up three of the UK’s five awards in the Promo & Activation Lions, taking home Gold, Silver and Bronze Lions for its work for Axe (known as Lynx in the UK).