Hasta La Creative!

The booming data and ad-tech industry has marketers focused on showing their ads to the people they consider their targets. But with the growth of automated ad buying, creative execution is sometimes overlooked in favor of standardized efficiency. So, while ads get to the right consumers, many of them are neither memorable nor engaging.

To show consumers the most valuable or rewarding or entertaining creative executions possible, marketers now need to take advantage of data there too.

Continue reading at AdAge.com

Mr. Hahn said the hope going forward is to establish a more formal process for bringing nontraditional work to clients. “It’s been more of a scrappy approach, and clients now are asking for this kind of work,” he said. “They’re as on board as we are, so we really need to have a system in place that focuses on this. It’s different than regular day-to-day advertising. It’s really about exploiting any media possible and making sure we don’t miss opportunities. I don’t ever want our clients to feel the need to go somewhere else for this kind of stuff. We should be providing it. This is about making it a priority, versus just doing it.”

The rapid advancements in technology make such oversight necessary, Mr. Lubars said. “In the old days, you knew the mediums, so you could have a set process, but the technology changes so much, you don’t know what it’s going to be.”

The Vine for Lowe’s came was in April, Mr. Lubars said. “It’s old already.”

Continue reading at AdAge.com

Um estudo da E.life encomendado pela Pagtel procurou jovens de todas as classes sociais para descobrir qual é a relação deles com os smartphones e outros dispositivos móveis. Apesar do vídeo estar recheado de nobres colegas publicitários, comumente utilizados como público naquelas pesquisas que o planejamento precisa providenciar para ontem, foram ouvidas 533 pessoas entre fevereiro e maio de 2013 nas principais capitais do Brasil.

A intenção era evidenciar que o país já está pronto para os modelos de pagamento via celular, mas o produto final fala um pouco mais sobre o comportamento de uma geração (sem rótulos desta vez).

Entre os comportamentos levantados, destaca-se o grande uso de redes sociais. Sobre isso, eu já havia lido uma certa vez, e faz uns anos já, que este era o principal motivo para uma pessoa querer trocar seu celular comum por um conectado à Internet. Isto não é exatamente uma novidade.

Como o estudo era direcionado, encontrou-se também uma fatia considerável de usuários que substituíram boa parte dos afazeres diários de um computador pela pequena telinha, incluindo as transações bancárias. Eu mesmo sou um que não aguenta atualizar o tal Guardião toda vez que entro no banco pelo computador. Juro que o aplicativo nunca pediu para eu atualizar o Java do meu celular.

Entre as tendências para o futuro, todos acreditam nos dispositivos vestíveis (que palavra horrorosa para uma livre tradução de wearable), com acompanhamento da saúde e do humor em tempo real para criar alertas e rotinas automáticas.

Mesmo na terra do smartphone mais caro do mundo, aquela famosa rede de televisão que não menciona marcas diria: o futuro já começou. O digital passou a permear a nossa experiência em qualquer lugar e cenas como a abaixo estão se tornando cada vez mais comuns…

Post originalmente publicado no Brainstorm #9
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Young Glory Season 3 is upon us, with a twist. While previous iterations have included only Advertising briefs, this season kicks off with a separate Design category. More categories, more opportunities to win points, and more points is good for just about everything except golf and driving records. However, and I’ll inform you upfront, points from the Advertising category cannot combine with points from the Design category. When you enter, whether student or professional, choose wisely.

This month’s judges are R/GA Regional ECD David Brown (Advertising) and Collins New York Partner and ECD Leland Maschmeyer (Design). Brown’s ad brief focuses on wearable technology: “we are turning the table a little and asking you to think from “what” to “what if?” In the same realm as Nike Fuel, Google Glass, etc., Brown is asking for fashion and function. On the Design end, Maschmeyer’s brief deals with improving America’s healthcare system (don’t worry about issues such the healthcare lobby, Congressional gridlock, or Republican hostage-taking). From the brief: “Design can help in one key area: the customer’s relationship with their health insurance provider.” Sreamline, simplify, convenience. Do whatever you have to do to earn those points. Everyone is eligible.

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(TrendHunter.com) The ‘Mermaid’ photography editorial by Vitaly Krutikhin takes us to a mystical world in which this mermaid frolics in and out of water. The shoot is dark and alluring as the red-headed…

The Swedish company Middagsfrid was one of the first in the world to offer home delivered grocery bags with fresh ingredients based on healthy and varied recipes. Showing even more swedes how easy everyday-life is when your food comes delivered right to your door, making dinner as simple as adding some spices, they sent a direct mail that you literally need to season if you want the offer.

Advertising Agency: Åkestam Holst, Sweden
Creative Director: Andreas Ullenius
Copywriter: Viktor Jacobsson
Art Director: Andreas Ekelund
Account Director: Jacob Stjärne

Finn Reimer est un graphiste amateur de hip-hop. Ayant aimé l’album « Good kid, M.a.a.d city » de Kendrick Lamar, il a repris les paroles pour les réinterpréter graphiquement. Un rendu réussi présent sous la forme d’un livre comprenant des compositions typographiques à découvrir en images dans la suite.

Yeah bitch, science!

If you’ve been paying attention to education in this country, you probably know that U.S. students aren’t stacking up so great against students around the world. They’re currently ranked 25th globally in what educators have taken to calling STEM: science, technology, engineering and mathematics.

In an attempt to get more students to pursue careers in science and technology (other than meth manufacturing), the U.S. Air Force teamed up with agency GSD&M to create a project called the Air Force Collaboratory, described as “an online educational platform that pairs students with Air Force experts to tackle three unclassified military projects.” The projects include a prototype technology to rescue people trapped in collapsed structures, determining where to launch the newest GPS satellite, and designing the next generation of unmanned aerial vehicles.

GSD&M partnered with interactive design consultancy Welikesmall to create video content from three Air Force bases, including Air Force Space Command — one of the most restricted-access areas in the country. Using video, including shots captured by crawling through debris in simulated earthquake conditions, GSD&M and Welikesmall created an informative and engaging video. They make science and technology seem kind of cool, not always an easy feat. The video was lacking one crucial piece though: Bill Nye.

Welikesmall also created a social media network that allows the Air Force to constantly update the site with new content, projects and notifications. They even turn the project into something of a game, with users able to see how their ideas rank against their peers. It will be interesting to see what new ideas emerge from this endeavor. Credits after the jump. continued…

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