Hasta La Creative!

As you may have just heard, OgilvyOne has emerged victorious in the review for Weight Watchers’ digital account. We’ve obtained the full memo from OgilvyOne managing director Dimitri Maex to staff regarding the news. As you’ll see below, said agency beat out the likes of Havas Digital, incumbent Razorfish and 360i for Weight Watcher digital AOR duties, which span everything from digital media buying/planning to social media to analytics. McCann, meanwhile, serves as lead creative agency for Weight Watchers. Anyhow, read on:

I’m incredibly excited to announce our newest addition to the client list. Weight Watchers, the market leader in weight loss, announced today that OgilvyOne has been appointed as the digital agency of record.

This news follows an extensive competitive search in which OgilvyOne won against some of the best digital agencies out there, beating the likes of R/GA, 360i, Havas Digital and incumbent Razorfish.

We’d like to share a few words from our new clients on why they chose OgilvyOne: “The scope of our engagement is broad, and includes digital media planning and buying, social media, advanced analytics, and search engine marketing,” said Sarah Kleinhandler, Director of Digital Strategy and Marketing, Weight Watchers. “Digital is a core channel for us to connect with and engage consumers, and we believe that OgilvyOne will be an important strategic partner in evolving how we fully leverage this critical marketing pillar.”

“Weight Watchers is a social business at its core, and there is a huge opportunity to continue to evolve and unlock the power of social for our brand,” said Lee Hurley, Vice President of Advertising and Social Media, Weight Watchers. “We selected OgilvyOne because of their strategic firepower, innovative creative ideas, digital media acumen, and incredibly passionate team.”

I could not be more proud of the Weight Watchers pitch team who made this happen. The ideas and the depth of our digital capabilities across OgilvyOne and Neo blew the clients away. And it was the energy and spirit of the team and the chemistry with the clients that made the real difference. The only way to win a pitch like this is to go all out and that’s exactly what we did. Our unbelievable new business team under Daniel Korn’s leadership was the real driving force. Thanks to Abigail Lacey, Juan Luna, Charlotte Spatcher, and Keith Smolar we shot our credentials video on a treadmill, we did a company-wide hackathon and we pledged to lose more than 50 pounds as a team during the pitch process.

With every pitch there are so many people to thank and this one was no different. I can’t possibly list everyone who contributed to this win in this email. But I do want to call out the core team who rehearsed relentlessly until the early hours before every pitch presentation: our creative leaders Jim Thompson, Edu De la Herran, Alfonso Marian and Jan Leth, the incredible Gemma Craven and Caroline Chianese who were the backbone of this pitch which focused heavily on social and digital media, our planning team with Jonathan Rigby and Alvaro Cabrera and our gentle but firm pitch general Billy Aymami.  The team would also like to thank all 115 hackathon participants and especially the winners: Brett Pollack, Chris Heydt, Madeline Malachowski, and Samantha Levine. And finally we want to thank the many people who came up to us throughout this process to express their concerns about our health.  What can we say? Weight Watchers works!  But you can stop worrying now — the pitch is over so we will all stop losing weight.

This latest win comes on the heels of a year of great momentum for New York and for OgilvyOne New York, with our most recent wins of the iShares Relationship Marketing business and the Brown Shoe Customer Engagement AOR assignment. Let’s not take our foot off the gas and let’s keep our momentum going throughout the second half of this year!

 

New Career Opportunities Daily: The best jobs in media.

Men’s Fitness is increasing the paid circulation guarantee it gives advertisers for the first time since 2009 as it tries to capitalize on some new attention in the marketplace.

The increase is relatively small, a hike of 25,000 copies to 575,000 from 550,000, effective with the January/February issue. But it’s notable because publishers have become more conservative about increasing print circulation, where costs have grown and ad support has become somewhat less reliable. It’s also the latest step in a full-court press this year to convince consumers and media buyers that Men’s Fitness is no longer a niche publication for workout addicts, but a lifestyle magazine in the vein of rival Men’s Health or even GQ or Esquire.

In February Men’s Fitness hired Galvanized Brands, the consulting firm started by former Men’s Health editor-in-chief David Zinczenko. Along with Patrick Connors, the VP-publisher at Men’s Fitness, Mr. Zinczenko subsequently visited ad buyers in New York, Los Angeles, Detroit, Chicago and San Francisco to show off a redesign. “It went a long way that he met with the buying community to share his vision and the redesigned magazine,” said Brenda White, senior VP-publishing activation director at Starcom USA.

Continue reading at AdAge.com

We’ve been hearing about this since Tuesday actually, and yes, it appears that the Old Navy split has already taken its toll on Boulder-based, MDC-owned CP+B, which just sent us this statement:

“This has been a great year for CP+B in many ways. However, as is often the case in our industry when a significant piece of business is lost, we must reevaluate our structure and make certain adjustments. Today that means eliminating 21 positions (less than 3%) of our staff. As we all know, saying goodbye to colleagues and friends is probably the most difficult part of this business and we take it very seriously. Hopefully we will welcome some of them back again. And in the meantime, we are confident that the steps we are taking today will allow us to both meet and exceed the needs of our clients and of our employees. Which is the key to the long term success and growth of CP+B.”

CP+B’s relationship with Old Navy dates back nearly five years, when the agency beat out TBWA\Chiat\Day for the brand’s ad biz. Earlier this week, Gap Inc. spokesperson Edie Kissko issued this statement regarding CP+B and Old Navy, the latter of which we’re hearing has gone through six CMOs and four presidents since the former took over its account:  “After a positive working relationship of five years, Old Navy will no longer be working with Crispin, Porter + Bogusky. Old Navy has been and will continue to work with a roster of advertising agencies and does not have an agency of record.”

New Career Opportunities Daily: The best jobs in media.

Tournée au Japon, cette vidéo réalisée par Anthony Mandler illustre le dernier morceau ‘Belong To The World’ de The Weeknd. Visuellement réussie, cette vidéo sombre et étrange embellit cette musique samplant ‘Machine Gun’ sans l’autorisation du groupe Portishead. A découvrir en images dans la suite.

To promote extraordinary moments and a general sense of YOLO, Pepsi Max, with the help of London-based Arnold KLP, employed the skills of Dynamo, a young magician from Yorkshire. “London: I love the energy of this city, and the sense that anything is possible. But sometimes, with the pace of city life, it’s hard to appreciate the magic that’s all around us,” Dynamo drawls.

He proceeds to levitate and go for a ride around Londontown, one hand on an iconic double decker bus. The people look up in surprise. “How does he do it?” “I don’t know!” We hear in the background. Online, the illusion got the same kind of attention, with 4.9 million views in 48 hours.

If we’re to believe YouTube commenters, Dynamo is either Jesus, Satan, or using a fake arm and harness to stay afloat. Take your pick. In any case, the stunt is a fun way to pull people out of the daily grey drone, though its accompanying hashtag is an unfortunate double entendre. Try levitating on the side of a bus crossing Westminster bridge, and live…for now. Credits after the jump.

continued…

New Career Opportunities Daily: The best jobs in media.

Como podemos visualizar milhões de fotos tiradas em São Paulo, Nova York ou Bangkok de uma forma em que diferenças culturais entre estas cidades sejam reveladas? Como podemos ler as “histórias” criadas pelas sequências de fotos dos usuários? Phototrails está buscando mapear o comportamento específico das pessoas, através de análises de mais de 2 milhões de fotos compartilhadas publicamente no Instagram, em cidades ao redor do mundo.

O projeto visualiza fotos de acordo com localização, tempo e atributos visuais (filtros e conteúdo que revelam “ritmo visual” ou “assinatura visual”) de cada cidade.

Uma etnografia de dados que explora estas imagens por diferentes ângulos e gera insights sobre pessoas, cultura e vida em sociedade.

Para entender as mudanças e variações a partir dos dados, a ferramenta construída para o projeto rastrea as imagens em tempo real e as organiza em diferentes tipos de gráficos (radial, painel linear, linhas e pontos), transformando informações em um visual singular que permite explorar fotos em locais e períodos de tempo específicos.

A partir destas visualizações, foi descoberto, por exemplo, que o uso de filtros em diferentes cidades era notavelmente similar. A proporção de moradores de Tóquio que usam o Lo-Fi é quase igual à dos londrinos que utilizam o mesmo filtro em suas fotos.

Outro insight interessante – este extraído de análises de postagens durante o Furacão Sandy em Nova York – foi o visual contrastante e caótico que o gráfico gerou durante a tragédia, refletindo padrões de sentimentos intensos dos usuários em situações de emergência.

Os pesquisadores do projeto detalham análises feitas em cidades específicas, chamadas de Instragram Cities.

Tel Aviv (tempo)

Tel Aviv (dia e hora)

São Francisco por 1 dia

Brooklyn durante Furacão Sandy

Phototrails mostra uma forma potencial de como os dados de atividades sociais podem ser transformados em dinâmicos e configuráveis padrões, abrindo portas para reorganizar contextos, escalas, hierarquias e diversos atributos, afim de entender tanto o singular como o todo, o perto quanto o distante, o agora quanto o que já passou.

São iniciativas como essa que revelam como nosso pequeno canto no mundo – que tanto fotografamos e compartilhamos – é apenas uma mínima parte de um movimento visual cultural interconectado, e que estamos contribuindo para essa enorme base de dados pronta para ser visualizada e explorada.

Post originalmente publicado no Brainstorm #9
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Basé à Shanghai, Phil Akashi a imaginé une superbe peinture en l’honneur de Nelson Mandela qu’il a réalisé en plaçant sur un gant de boxe les caractères chinois signifiant ‘liberté’. Le résultat est une magnifique reproduction du visage du Sud Africain qui a necessité de la part de l’artiste plus de 27 000 coups de poing.

Photos taken by mums of their kids form the basis of an integrated digital campaign for supermarket Asda, that encourages families to take part in money-saving summer activities and share them via social media.

(TrendHunter.com) The combination of celebrity powerhouses Karlie Kloss and Daft Punk seem like it would be an automatic success, and the Vogue August 2013 issue didn’t disappoint.

Coming together for the &#…

Na semana passada, falei aqui da ação da Heineken que desafiou passageiros a mudarem seus planos de viagem e voar, de surpresa, para um local desconhecido. Você se compromete, aperta o botão, e a roleta escolhe qual será o seu destino.

Hoje a marca lançou um vídeo mostrando a Departure Roulette e as pessoas que toparam participar. É bem divertido, mas tive a impressão de que era possível desistir da oferta depois do destino sorteado. Assim é fácil se “arriscar”. Ou então eu voltaria várias vezes até aparecer Portugal no painel, que vi que tem ali.

Mas quem eu quero enganar? É claro que era possível desistir. É uma ação publicitária, não uma deportação. Ainda que o verdadeiro desafio resida no comprometimento, foi uma excelente iniciativa promocional da Heineken.

Post originalmente publicado no Brainstorm #9
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