Hasta La Creative!

For much of its history, Hershey Co. downplayed advertising. Milton Hershey, who founded the company in 1894, was more interested in product development and quality. And his philosophy endured for decades: Hershey did not launch its first national media ad campaign until 1970, according to company archives and the Ad Age Encyclopedia of Advertising.

How times have changed. Since 2006, the marketer’s ad spending has grown from $108 million (2% of sales) to a projected $580 million this year (8% of sales), according to a recent report by Citi. And the results have been sweet, to say the least. The company reported net sales of $3.34 billion for the first six months of the year, up about 6% from the same period a year earlier, while forecasting full-year sales growth of 7%. Euromonitor International projects Hershey will finish 2013 with 34.4% share of the competitive chocolate-confectionery market in the U.S. That’s up from 34.2% last year, with Hershey widening its lead over No. 2 Mars, whose share is expected to decline to 29.1% from 29.2%.

“Everything is going right for Hershey,” stated the report by Citi, which in July made the company its top stock pick among large packaged-food companies.

Continue reading at AdAge.com

Gap Inc. spent several years as a punching bag for Wall Street, thanks to slipping sales, marketing missteps and an indistinct positioning among some of its core brands. But the company is swinging back.

Its stock hit a 52-week high last month. Net sales for the second quarter rose 8%, while sales for July were up 5%. Global expansion and the rapid creation of strong global marketing teams is fueling growth. Gap Inc. rounded out its trio of global chief marketing officer positions this year, with appointments at Old Navy and Banana Republic. Marketing across its brands is benefiting from increased investment and fresh ideas.

At the company’s namesake brand, Global CMO Seth Farbman has taken the brand back to its roots, emphasizing Gap’s purpose and values, as well as its founders, Donald and Doris Fisher. Internally, execs live by the mantra “believers in bright” — a nod to the Fishers’ desire to have a “store with a heart.” Its latest campaign, dubbed “Back to Blue,” is bringing the retailer back to TV advertising for the second time in seven years — a vote of confidence from its parent company.

Continue reading at AdAge.com

« Neon Intervention », c’est le nom de cette superbe intervention pensée par Lorenzo Vitturi dans un palace à Venise. En aménageant le lieu avec l’insertion de néons, le contraste obtenu entre cet environnement classique et ces luminaires contemporains est très réussi. A découvrir en images dans la suite.

(TrendHunter.com) This street style editorial for L’Officiel features punk rock looks, grungy backgrounds and occasionally bright popping colors. These shots are extremely edgy. While some contain feminine…

Bartle Bogle Hegarty has been forced to withdraw and re-edit its Barclays “thank you” spot after it emerged that one of the extras in the ad was a convicted paedophile.

YouView, the internet connected TV service, is launching a £10 million campaign as it looks to focus on product features after last year’s multi-million pound brand campaign.

Havas Group, the owner of the Havas Worldwide and Havas Media networks, has reported pre-tax income of €88 million (£74.6 million) in the first half of 2013, up 8 per cent year on year.

ITV “talked a good game for a long time” but is now actually building non-ad revenues, according to the broadcaster’s chief executive Adam Crozier in an interview where he admits he is “a bit of a control freak”.

O vídeo acima já tem algumas semanas no ar, mas aos poucos tem alcançado um merecido destaque. Membros do Reddit, thehatersalad resolveu recuperar uma imagem antiga e completamente deteriorada da avó de f2ISO100. O processo de restauração e colorização levou menos de 3 horas e acabou sendo transformado em um timelapse de pouco mais de sete minutos, disponível no YouTube.

Usando o Photoshop, ele corrige os rasgos e as dobras da fotografia, mas também recria os braços da mulher retratada, além de fazer um ótimo trabalho na colorização.

Por enquanto, thehatersalad diz estar interessado nestes projetos somente para poder praticar sua técnica. Na descrição do vídeo abaixo, feito especialmente para seus novos assinantes, ele promete que em breve também vai começar a produzir tutoriais sobre restauração e colorização, que poderão ser vistos em seu canal no YouTube.

Post originalmente publicado no Brainstorm #9
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Twitter has hired Theo Luke, Syco Entertainment’s digital chief, to head up Amplify, its strategic advertiser programme, in the UK and EMEA.