After working with a smattering of local agencies in different regions for years, Newell Rubbermaid is consolidating the bulk of its advertising duties with one lead creative partner and one lead media-buying partner.
After a review, Publicis Groupe’s BBH has been tapped to oversee creative execution and strategy, while Omnicom Groupe’s PHD will handle global media-buying as well as strategic communication planning. Provided the merger of Publicis and Omnicom Group goes through, the account will be housed under a single ad holding company’s umbrella.
Alan Rutherford, chairman of media consultancy Axiology, helped guide the search process. The moves encompass all of Newell Rubbermaid’s advertising & promotions which totaled $265.3 million in 2012, according to a spokesman.
Concerned that technology is keeping us all apart, Milka chocolate created a unique vending experience this summer that made Argentine strangers work together to score free sweets. Local agency David placed a cow statue across from a vending machine and challenged people to connect the two by holding hands in order to get free chocolate bars. Each time they cashed in, the cow moved farther away, requiring more people to hold hands until they spanned across the public square. The resulting video, with more than 1 million views, is another example of how one smart idea on a small scale can quickly go global. Considered alongside Milka's current "Dare to be tender" campaign in France, where missing squares of the chocolate can be paid forward to loved ones, it’s not all that shocking that a comfort food would latch onto the comforting notion of bringing people together. Of course, it's togetherness fueled by a good old-fashioned bribe.
Last year, Geox took their line of Amphibiox waterproof shoes to the rainiest place on earth: Cherrapunjee, India — which has an annual rainfall of around 12,000 mm. This year, Norwegian agency SMFB found an even more extreme way to test Geox’s Amphibiox technology.
SMFB enlisted one brave volunteer, named Tom, who they proceeded to torture with a barrage of seven days of nonstop precipitation on the streets of Barceleona. To accomplish this, SMFB had to make it rain, developing “three highly advanced artificial clouds” for the experiment. “We reproduced the conditions required for the test, creating relentless rain and constant humidity in the middle of a sunny city. The poor man had to live under his own, private rain cloud for seven days straight,” said Kristian Kristiansen at SMFB, who proceeded to laugh maniacally.
Each of these rainy days was laid out to simulate everyday urban activities, like walking the streets as a tourist, working a day job, or going out on a date. The rain cloud even followed the poor torture victim into a cab.
MediaMonks, who handled the campaign’s film and digital production, made clever use of technology as well. They developed a “shoe cam” that “captured the shoes with super slow-motion macro Phantom shots,” says Rogier Schalken of MediaMonks films. MediaMonks documented video footage of all seven of Tom’s rainy days, in addition to the highlights video featured above.
Throughout the seven day precipitation onslaught, the Geox Amphibiox shoes remained dry. Tom wasn’t so lucky. He died of pneumonia (Okay, not really, but the psychological scars may never heal). Credits and additional video after the jump. continued…
O YouTube anunciou esta semana a primeira edição do YouTube Music Awards. A cerimônia de premiação será realizada no próximo dia 3 de novembro, com livestream direto de Nova York. O ator Jason Schwartzman será o anfitrião da noite, que terá direção criativa de Spike Jonze e produção da VICE e Sunset Lane Entertainment.
No próximo dia 17 de outubro, serão anunciados os indicados em seis categorias ainda não nomeadas, mas que deverão destacar os artistas que mais geraram impressões online ao longo do ano – maior número de views e compartilhamento, entre outras. A partir daí, caberá à própria audiência escolher os ganhadores.
A noite de cerimônia contará com a participação de artistas conhecidos, como Lady Gaga, ArcadeFire e Eminem, além das estrelas do próprio YouTube, como CDZA e Lindsey Stirling.
No vídeo acima, Jason Schwartzman faz graça para divulgar a premiação e convocar o público para a votação.
Now Honda and RPA have extended their “spokescrumbs” campaign to Honda’s Twitter page, engaging a bunch of other brands in the process. The gist of the campaign extension is Honda tweeting popular snack companies and other brands, letting them know their crumbs will soon be vanquished by the Odyssey’s built-in vacuum cleaner. They dubbed the campaign “Odyssey’s Day of Reckoning.” Eighteen brands engaged in conversation, including Popsecret, Red Vines, Taco Bell, Eat24, Oreoe, Chips Ahoy, Lay’s and others. The engagement with Taco Bell was the highlight, featuring a fake mini-feud. Honda’s followers seemed to enjoy the banter, with some suggesting brands that Honda then reached out to. Several brands also engaged Honda without prompt, certainly a sign that they were doing something right.
It got a little cheesy and repetitive at times, but “Odyssey’s Day of Reckoning” made a lot of sense for a social campaign extension, one that succeeded in engaging fans and other brands. It solidifies the built-in vacuum cleaner as the selling point of the Odyssey, the only strong point of the weak “spokescrumbs” TV spots. Maybe Honda can follow up and make the reckoning last for more than one day. There are certainly more brands out there that would fit the concept.
Millennials have been discussed ad nauseum as being a generation different from its predecessors — one that’s entitled, tech-savvy, style-driven, health-conscious and unattached.
But one new study suggests that not only are those designations misleading, they’re downright false, especially for the older cohort of millennials, ages 25 to 34, half of which are parents.
The study, called “Millennials as New Parents,” conducted by Kansas-City, Mo.-based indie agency Barkley, also suggests that millennials really aren’t different from the generations before them (and that they’re not as well educated as they’ve been made out to be).
There are no layoffs to be had as a result, but we’ve received confirmation that Havas’s project work for Wingstop is over. Just two months ago, Charlie Morrison, CEO of the hot wings-focus national chain, talked bringing Havas (specifically the Chicago office) on board to Dallas Business Journal, saying this:”The company has not had an advertising agency for its entire tenure of 20 years, so this is something very new for us. What’s interesting about them is they’re an agency that caters to the millennial. They understand how to do digital marketing very well and social media, which we think is best for the brand beyond radio and TV. It’ll be a change in our approach, but we think it’s going to be a smarter way to market.”
As for Havas, we’ve been told that the agency has “grown” the Citi business, won digital duties for Dish and won another piece of business that will be announced soon. We’ll keep you posted if and when we find out what this piece is.
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Channel 4 has appointed Simon Wells, the head of IP and entertainment formats at Drum OMG, as partnership controller for funded content and creative solutions.
Vivant à Toride, l’artiste japonais Mihoko Ogaki explore avec sa série toujours en cours Milky Ways l’idée de renaissance. Des installations impressionnantes, utilisant à merveille des LEDs pour dessiner des silhouettes dans l’obscurité, une sélection d’images est à découvrir en images dans la suite.
Lord Sugar, the Labour peer and star of ‘The Apprentice’, has urged brands to pull their advertising from the Daily Mail as “a punishment” for its attack on Ralph Miliband.
British Airways is believed to have shortlisted Mother, Grey London and SapientNitro to pitch against the incumbents, Bartle Bogle Hegarty and Ogilvy, for its ad account. The airline will hold further meetings with the successful agencies next week.
Dixons has selected the agencies it wants to proceed in its 50 million ad pitch, which is being defended by M C Saatchi. Abbott Mead Vickers BBDO and BBH both made the cut.
The shortlist for the Government s Change4Life programme has been chosen and includes the incumbent, M C Saatchi, McCann London and Enter. Rainey Kelly Campbell Roalfe/Y R has pulled out of the process.
The Government Procurement Service is planning to tell agencies if they have made the provisional list for its strategy and planning roster by this Friday. The final list will be confirmed after a ten-day “standstill” period.
Diageo has put both AMV and Adam Eve/DDB s work for its Guinness Africa business into research. Saatchi Saatchi is no longer involved in the process.
Consumers are generally more positive about content marketing than they are about traditional advertising, although marketers overestimate consumers’ preference, new research reveals.
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