Hasta La Creative!

A proposal has circulated among major publishers for a book written by the former president.

Embrace, the integrated communications agency, has appointed Andrew Paterson as creative director following the promotion of Paul Turner to the new role of creative strategy and planning director.

According to Advertising Age, Apple will nearly double it in-house design team by adding 200-300 new designers. The addition aims to give Apple more control over its creative product. A source inside Apple told Ad Age the group has traditionally been kept small because Steve Jobs wanted Apple to be a product company, not a marketing company.

The increase dovetails with a recent Association of National Advertisers study which found marketers with in-house ad shops increased to 58% from 42% five years ago.

While likely not in reaction to the brand’s failed Designed by Apple in California campaign, which was designed by TBWA/Media Arts Lab, here’s hoping this beefed up internal creative group can come up with something better.

But to clarify, the brand will continue to work with outside agencies on major campaigns.

Advertising Agency: Publicis Conseil, Paris, France
Chief Creative Officer: Olivier Altmann
Creative Director : Olivier Altmann
Copywriter : Marc Rosier
Art director : Jean-Marc Tramoni
Account managers : César Croze, Vincent Larnaudie, Sébastien Hamburger, Anne-Céline Bloch
Strategic planning : Christel Engelvin
TV Production (WAM) : Pierre Marcus, Guillaume Delmas, Timothée Rosenberg
Sound producer (WAM) : Boris Jeanne
Director : Jake Szymanski.
Production company : Caviar
Producer : Alexandra Sieger
Post-production (WAM) : Lauriane Coulon
Post-Production (SEQUENCIS): Thierry Delesalle.
Business Affairs (WAM): Carlos Serrano, Catherine Oger, Elise Nguyen

Você pode já ter ouvido os piores impropérios que existem para definir um tradutor literário, inclusive que eles são um “desperdício de espaço”. Pior ainda, você pode nunca ter ouvido falar nada sobre um tradutor literário, já que para algumas pessoas eles simplesmente não existem e os livros são “magicamente escritos em todos os idiomas de uma vez só”. Para tentar valorizar os profissionais deste segmento e torná-los mais “visíveis”, o Conselho Europeu das Associações de Tradutores Literários (CEATL) criou um concurso anual de curtas chamado Spot the Translator.

A ideia é que os participantes criem vídeos capazes de refletir a existência e a importância dos tradutores literários, seus desafios e o papel que cada um deles desempenha na literatura. Este ano, o grande vencedor será anunciado no próximo dia 16 – duas semanas antes do Dia Internacional da Tradução, celebrado em 30 de setembro -, mas independentemente do resultado, parece que um dos filmes já conquistou a atenção do público em geral.

Escrito e narrado por Erik Skuggevik, da Norwegian Association of Literary Translators, o vídeo Translators Are a Waste of Space tem o mérito de “traduzir” perfeitamente a importância de um tradutor literário utilizando um único texto, que quando lido normalmente ofende os profissionais do segmento dizendo que “tradutores são um desperdício de espaço, se você me perguntar – imbecis linguísticos que pensam que é apenas uma forma de encantar os leitores que acham, contra todas as probabilidades, a literatura traduzida interessante”.

A narração segue assim até 1:30, quando o texto começa um scroll back e, utilizando as mesmas frases, o texto uma conclusão completamente diferente: “… estes são raros indivíduos que fazem a literatura traduzida interessante, que encontram contra todas as probabilidades uma maneira de encantar os leitores. São apenas os imbecis linguísticos que pensam que tradutores são um desperdício de espaço, se você me perguntar”. A tradução não fica tão bacana quanto o original, mas afinal, não sou uma tradutora profissional.

Eu admito que só me lembro do tradutor literário quando a tradução é ruim e eu não consigo seguir adiante com a leitura. No final das contas, acho que a grande genialidade de um tradutor está mesmo em se fazer invisível, praticamente recriando uma obra em outro idioma, mas de maneira tão perfeita que a gente nem lembra que ele existe.

Post originalmente publicado no Brainstorm #9
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Sources familiar with the matter confirm that Renee McKeon, who has been with the agency formerly known as imc2 and now as MEplusYOU for 13 years, is taking over as head creative of said agency. From what we hear, McKeon is transitioning into the role previously held by Michael Davis, who has spent over four years at the Dallas-based MEplusYou, last serving as chief creative officer.

No word on Davis’s whereabouts, but during his career, the outgoing CCO also spent nearly a decade at Draftfcb and also worked on the client side at HBO. McKeon, meanwhile, moved up from from UX/CD to her most recent role at ECD. Update: From what we’ve been told, Davis is still at MPY, though we’ll update on his latest post.

New Career Opportunities Daily: The best jobs in media.

NBC on Monday announced the “SNL” guest host lineup for the first three shows of the fall season, including Ms. Fey, one of its biggest stars.

Thus far, Google unit Motorola has only advertised its new Moto X smartphone in print and digital, representing them as fashionable, customizable devices. This Thursday will mark the start of the phone’s TV campaign and with it, emphasis on the phone’s intuitive functionality.

Called “Lazy Phone,” the TV ad campaign, from Droga5, highlights the frustrating ways other smarpthones “insist upon themselves” and intrude upon their users’ lives, Brian Wallace, Motorola’s VP-global brand and product marketing, said in an interview. The ads will premiere on Thursday night and run in “heavy, prime rotation through December,” he said.

Debuting the ads online on Monday is an obvious attempt to steal Apple’s thunder as Apple is expected to make a high-profile product announcement on Tuesday. We think the spots are pretty funny. Will they sell any phones?

Continue reading at AdAge.com

American Express has renewed its deal to serve as the official credit card of the NBA.

While the company would not comment on the size of the deal, Amex Director of Sports Marketing Michele Carr said the league-wide corporate sponsorship has been extended “for the foreseeable future.” Amex will take a slightly different approach this time, she said, focusing more on digital marketing.

“We have committed to really exploring digital activation. Our plans are still in the works but I think that will be our focus. To figure out how to bring people closer to the game through digital experiences,” she said.

Continue reading at AdAge.com

Aereo has been blessed by the publicity gods ever since it was greeted by lawsuits upon its 2012 launch. The company has been building its brand with the help of nonstop controversy stemming from its use of technology that threatens to upend broadcast TV: streaming its channels without paying for them.

In August, Time Warner Cable, in its fight over carriage fees with CBS, trumpeted Aereo as a way for New Yorkers to watch the network while it was blacked out on the cable system. The hullabaloo was at least as helpful at spreading word about the startup, which is based in the Queens neighborhood of Long Island City, as the legal fights broadcasters have waged in hopes of suing it out of existence.

Last week, Fox, CBS and other broadcasters scored a court victory over a similar service, FilmOn X — only their first win in the long-running battle against streaming TV services. The U.S. District Court for the District of Columbia granted a preliminary injunction against the company, giving hope to broadcasters that they will succeed in shutting down Aereo.

Continue reading at AdAge.com