Hasta La Creative!

A beloved magazine returns from the dead (again). And this time it’s all about commerce.

WPP’s Ogilvy, New York, has picked up the consumer marketing account for Aetna without a review.

The health insurer had been working with Havas’ Arnold Worldwide on the business since 2010. The win is an expansion of Ogilvy’s relationship with the marketer; in April 2012 it picked up the B-to-B account, which was previously at sibling agency G2. This move follows a change by Aetna last year on the media side. It tapped Interpublic’s UM as its media agency of record, after trimming its agency roster for its media, digital and direct marketing accounts.

Aetna and the agencies could not be immediately reached for comment on the account shift.

Continue reading at AdAge.com

Quando se pensa em campanhas sobre o consumo de bebidas alcóolicas com responsabilidade, talvez lhe venha a mente uma linguagem dramática ou professoral. É quase sempre o tom utilizado, seja pelas próprias marcas ou por instituições sociais.

A cerveja Steinlager, da Nova Zelândia, resolveu abordar o assunto com bom humor. Lembra que se você beber até cair, pode virar alvo de pegadinhas dos amigos e amanhecer com desenhos em locais inesperados. Mesmo que você seja apreciador da arte, provavelmente não quer ver acontecer no seu corpo.

A assinatura do comercial, “Be the artist, not the canvas”, lembra que os artistas são aqueles que bebem com moderação.

A criação é da DDB.

Post originalmente publicado no Brainstorm #9
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Independent creative agency Red Tettemer O’Connell & Partners announced a new agency initiative today searching for imaginative interactive talent.

This initiative from the Philly-based agency comes with the announcement of a tongue-in-cheek paper website that visitors can print out or request to be delivered via mail in 6-8 weeks. How’s that for a selling point?

The paper website is housed at Create Cool Shit, offering “a wide analog collection of information about the agency and its interactive department including a paper demonstration of responsive design, a print out of the agency’s Twitter feed, obligatory parallax and more.” We don’t expect to see the paper website schtick replicated anywhere, because why would it be? Repeat: This is your chance to have a paper website mailed to you. Don’t blow it.

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Você consegue se lembrar dos fatos mais importantes que aconteceram nos últimos 40 anos na política, cultura e esportes? Os ídolos que surgiram e desapareceram, momentos que mudaram para sempre os rumos da história? Alguns deles fazem parte da belíssima introdução que a Ignition Creative criou para o Monday Night Football.

Realizada em parceria com o diretor e produtor Peter Berg, ESPN e GMC, a abertura também passeia por momentos inesquecíveis da NFL e o Futebol de Segunda à Noite, que entre 1970 e 2005 foi transmitido pela ABC e desde 2006 é exibido pela ESPN, inclusive no Brasil.

A dica é do leitor Paulo Almeida Prado, que destacou a qualidade da introdução, lembrando que ela segue a mesma pegada da abertura da primeira temporada de The Newsroom. Vale o play.

Post originalmente publicado no Brainstorm #9
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What’s the former manager and producer of The Rolling Stones doing talking about advertising?

In a session last week during Advertising Week, which was moderated by Rob Schwartz, global creative president of TBWA Worldwide, Andrew Loog Oldham, who worked with the band from 1963-1967, shared his lessons on branding — culled from seeing the Stones’ rise in popularity and the way they positioned themselves against competitors.

Later, Mr. Loog Oldham stopped by the Ad Age @ Advertising Week video corner to discuss how the band cultivated its bad-boy image and how it determined which types of brand partnerships to pursue.

Continue reading at AdAge.com

We need to develop a pH test for brand content in social streams.

Short of this chemistry set solution, we can listen to Mike Proulx, senior vice president and director of social media at Hill Holliday. Here are some nuggets from his Ad Age spotlight on the preponderance of brand babble in social channels.

Today the hope and belief that brands would connect with people has in large part given way to brands publishing to them by hijacking social buzz.

Driven by the myopic goal of increasing engagement, many brands are unscrupulously on the hunt for likes, shares, followers and retweets without an overarching strategy based on core business objectives. This blind yearning for social currency is leading to incredibly irrelevant and unavailing branded content (a.k.a. advertising) that’s preying on social media.

Phrases like “hijacking social buzz” and “preying on social media” make me wince a bit. Social media isn’t a more precious form of media. However, when Proulx suggests “this blind yearning for social currency is leading to incredibly irrelevant and unavailing branded content (a.k.a. advertising),” I say “Amen.”

The trick with digital is the always-on nature of possibility. A brand can make light of topics in the news, in effort to seem human, relevant and available. However, the same brand can just as easily appear flat and out of touch.

Let’s look at a few samples from this morning on Twitter. If you will, please use our comments here to grade these brand-generated Tweets:

1)

You can look at where you've come from. We'd rather look to where we're going. #TryingStuff http://t.co/hJwTjAf6sR pic.twitter.com/aqyES4MrrP

— Columbia Sportswear (@Columbia1938) October 3, 2013

2)

#DidYouKnow Intel has over 200 programs in 70+ countries fostering digital literacy and #STEM? http://t.co/zwR17cUMEM

— IntelInvolved (@Intelinvolved) October 2, 2013

3)

The Beercade consists of 2 buttons and a joystick, a rustic throwback #CreateTech

— 4A's (@4As) October 3, 2013

4)

Bye bye car, hello weight set. See these home garages creatively transformed into workout studios, bedrooms & more. http://t.co/UmDnADqBPH

— Redfin (@Redfin) October 3, 2013

5)

Clay oven roasted lamb leg, spinach, grilled peppers, fennel-fatali pepper purée http://t.co/h46rOdpYk9

— Wildwood Restaurant (@wildwoodpdx) October 3, 2013

6)

It’s Name Your Car Day! What is your car’s name?

— State Farm (@StateFarm) October 2, 2013

The post Brand Babble Is Social Media Pollution appeared first on AdPulp.

This memo, courtesy of OgilvyOne New York president Dimitri Maex announces the arrival of a bit more Aetna biz for the agency.

“ALL NEW YORK STAFF
AETNA

Last year Aetna appointed us as AOR for all their B2B communications. They have now decided to give us the consumer brand business. This is a terrific win and we owe it mainly to the Aetna team who has been working tirelessly to, first, onboard a very complex business and then, quickly turn it into a well oiled machine. A couple of weeks ago they launched Aetna’s first corporate campaign, “Our Healthy,” which was written up in the New York Times. The team’s work was the main reason Aetna awarded us the consumer brand work. A huge congratulations to Rebecca Barnard, Ben Levine, David Korchin, Stephanie Wai and the rest of the team for making this happen.

With the Affordable Care Act now in effect and the growing importance of public and private health exchanges, the health insurance industry is rapidly transforming from a pure B2B business to one that is primarily consumer driven. Consumer brand advertising, therefore, has become crucially important for Aetna and we couldn’t be more excited to be their main agency partner in this transformation. “

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The National Retail Federation says that Halloween spending will be down from 2012, but it will still represent $6.9 billion in consumer money for the year. By now, retailers have already begun aggressively marketing the idea of Halloween and Thanksgiving. Right around the corner will be the hint of Christmas trees and garland.

Spending peaked in 2012 after dipping to less than $5 billion for the first time since 2005. That means that the industry jumped $3 billion in just three years. That’s a lot of costumes, but is that really where the money is going?

Well, as expected, yes the bulk of the spending will go to Halloween costumes. That’s about $2.5 billion in thirty to sixty days’ time. Candy, a year-round business, is expected to take a $2 billion slice of the pie while decorations trail just behind them. Halloween also generates a small market for greeting cards, large enough to rival Christmas but small in comparison to the costume business.

What’s intriguing about costume spending is that over the years, pets have become a sizable chunk of that market. Homemade costumes are making a comeback as well, which might account for some of the spending dip. Costume data also suggests that people are reaching out to their friends and social networks to see what the best costumes are to wear. Almost 10% of respondents admitted they have checked Pinterest, which is close to the 14% who check Facebook for ideas. Twitter lags behind at 5%, but the network is smaller and much less personal.

But not everyone will be enjoying Halloween this year. While online and retail stores will be expected to rake in the bulk of profits during the holiday season, consumer spending by individual is down almost $5 from last year. That accounts for a $3 billion dip.

Consumers say that higher payroll taxes and an uncertain job market have kept spending tight. While there are some consumers opting out, overall Halloween is expected to be a good season this year for those in the business. After all, Halloween ranks up there with New Year’s and Mardi Gras as far as being one of the biggest parties of the year.

How can you get in on the action?

·  Pick a theme: run a “zombie sale” instead of a fire sale and clear out some of your stock before the end of the year. Have a designer build you an awesome landing page with zombies like Sears did

·  Giveaway something themed: a box set of monster movies or old-school slasher flicks might be a fun give away for the season to encourage customers to opt into your email list. It creates a sales funnel long-term and gives people a reason to opt in to your messaging.

·  Plan an event: if you can offer an extra percentage off to customers who submit pictures of themselves or show up to your store in costume, go for it. Even an extra ten percent off might get the more festive in your audience to shop with you.

·  Hire personnel now for the holiday season. Anticipate the rush. You will sell more if you have more sellers.

·  Window dressing for the season should be fun and festive. Use your shop’s window, or your website’s landing page, to make a powerful statement about the season.

The season is also a good time to promote gift cards, which can bring you even more sales down the road. Not every business can cut loose during the holidays, it’s hard to imagine a plumber in a costume besides Super Mario, but you can get in the mood with holiday deals.

This is a guest post.

The post The Commercialization of Halloween appeared first on AdPulp.

So, here’s what we got on this one. We’ve received confirmation from sources familiar with the matter that Ricardo Diaz, who spent over six years at the agency serving as director/creative technology, working with clients such as Nissan, Infiniti, Gatorade, Visa and Pepsi, and nine-year TBWA bet Chincha Evans, are no longer with the agency. As for Evens, she held the post as director of digital operations most recently at TBWA\Digital Arts Network but also served on the digital production side at the likes of \Tequila within the agency network. No word if there are plans to replace, but from what tipsters tell us, the pair parted ways with the agency yesterday.

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