Hasta La Creative!

The book, which is scheduled for release in 2016, will focus on The Washington Star, where Mr. Bernstein started in the business at 16.

WPP, the world’s largest ad company, bought Chinese digital-advertising agency IM2.0 as part of its expansion strategy in the world’s fastest-growing economies, according to a person familiar with the matter.

WPP purchased IM2.0 through its VML operating company, which is part of the Young & Rubicam network, the person said, asking not to be identified because the transaction hasn’t been announced yet. The deal is subject to regulatory approval.

China is WPP’s third-largest market — behind the U.S. and U.K. — with revenue, including associates, of $1.4 billion and about 14,000 employees. The London-based company is spending as much as $640 million this year, buying digital-ad assets and companies in rapidly expanding markets such as Turkey, Brazil, India and Vietnam to counter slower growth in Europe and North America and capture new business from burgeoning economies.

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"What we need to do," Jeff Bezos recently told ABC News, "is always lean into the future."

That's pretty good advice, particularly the part about "the future," because if you just lean in, à la Sheryl Sandberg, or just lean forward, à la MSNBC, without making sure it's toward or into something specific, like the future, you stand the risk of making people feel crowded — if, you know, there are people right there, which there often are, particularly if you work in an open-format office or a co-working space. And then those people will be, like, "Whoa, step back, close-talker!"

Likewise, if you lean backward, you obviously run the risk of falling on your butt, and if you lean sideways, people might think you have bad posture, or that one of your legs is a little shorter than the other, which is actually pretty common, and you can get special orthopedic shoes to compensate for that sort of thing, so it's not necessarily a big deal — but I digress.

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Creationists have thrown the latest stone in the heated battle to piss off the most number of people with a billboard. "To all our atheist friends: Thank God you're wrong," declares a billboard in New York's Times Square. (There's also one in San Francisco.) Paid for by Answers in Genesis, the ministry behind Cincinnati's Creation Museum (you know, the one where you get to frolic with dinosaurs), the billboard directs people to a site that explains the Young Earth Creationist theory—one which many god-fearing believers don't believe. Dave Silverman, president of the American Atheists tells CNN: "They're throwing down the gauntlet, and we're picking it up," adding that his group will "slap them in the face" with it. I think this means holy war.

Quem deixou de usar o Foursquare por uma questão de privacidade ou porque sempre afirmou que “é uma bobagem compartilhar onde estou”, está perdendo uma valiosa ferramenta para explorar cidades. Nos últimos anos, com a queda da moda do check-in, foi para isso que a própria rede social se voltou: se transformar em um guia crowdsourcing, indo muito além do mero compartilhamento de localização.

Isso resolveu um problema conceitual, mas por outro lado fez a grana minguar. O Foursquare conseguiu diversos anunciantes quando a onda era fazer check-in para ganhar badges. Os mimos virtuais caíram em desuso, ainda existem, claro, mas o formato foi descontinuado para empresas. Mesmo avaliada em 760 milhões de dólares, a companhia faturou apenas 2 milhões no ano passado.

Dessa forma, a rede social lançou hoje um novo formato para fazer receita: propaganda entre os resultados de busca, baseada também na localização do usuário. Ao procurar por determina palavra-chave – provavelmente atrás de indicação de um restaurante, loja ou afins – um anúncio contextualizado é exibido no topo.

Funciona de maneira similar aos Promoted Tweets do Twitter, mas o Foursquare tem outro foco: os pequenos e médios negócios. A intenção da ferramenta é que comércios locais, não tão conhecidos pelo público, possam se destacar em meio as opções de sempre.

É por isso que já começa aberta, com uma plataforma automatizada, não sendo apenas para “empresas selecionadas” como é prática de outras redes sociais. Os anunciantes poderão monitorar os resultados, e além de visualizações e cliques, saberão também quem viu o anúncio e de fato foi até a loja. Se a pessoa fizer check-in, é claro.

O vídeo abaixo apresenta o formato:

Post originalmente publicado no Brainstorm #9
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Details are vague at this point as it seems half the industry’s out for Columbus Day (when did this become a thing?), but we have received confirmation that Jimmy Dietzen, who spent the last 18 months as VP/creative director at Energy BBDO, is no longer with the agency. For the past week, we’ve been hearing a few interesting stories regarding Dietzen’s “departure” from the Chicago-based agency, which tipsters say was somewhat surprising. We’ll try to dig in a bit but from what we gather for now, though, Dietzen’s time at Energy BBDO actually came to an end at the beginning of the month. During his time at the agency, the senior creative not only worked on clients ranging from SC Johnson to Lay’s but recently art directed and co-wrote (with GCD Rick Hamann) the somewhat touching spot below for Wrigley’s Extra gum.

Prior to Energy BBDO, Dietzen served as an ACD at Leo Burnett on Allstate’s “Mayhem” campaign among other things and has also served as an art director at Tribal DDB during his career.

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