Hasta La Creative!

The Dow is not the only metric reaching new highs in 2013. The annual content marketing survey from the Custom Content Council, in partnership with ContentWise, reveals new highs for branded content in both spending and value. The “Spending Study: A Look at How Corporate America Invests in Branded Content for 2013” compares 14 years of studies, showing a strong growth and affinity for content marketing across the board.

The 2013 survey found an overall increase in marketing budgets of 13.7% from last year to over $5,000,000, with branded content spending claiming 37% of that total, or $1,860,788 per company. Although the percentage of overall market share dropped slightly from 39% in 2012, 80% of marketers in 2013 anticipate a moderate or aggressive shift in spending toward content marketing as the industry continues to thrive.

Comparing branded content to traditional advertising, respondents showed a definite preference to content over magazine advertising, TV commercials, direct mail and public relations. In addition, spending on print publications has returned to levels not seen since before the 2008 recession, while electronic budgets saw a 13.8% rise.

“Content marketing has reached a perfect storm. All channels – including print, digital and social are growing,” said Lori Rosen, Executive Director at Custom Content Council. “Every major brand has embraced content media leading to higher quality, higher impact and higher ROI.”

Spending Survey Highlights:

How Money is Spent: Personnel remains the largest component of content marketing spending at 52% of total budget, a figure that’s been remarkably consistent the past several years. Production (which since 2012 includes electronic programming as well), accounted for 32% of content marketing budgets, while distribution comprised 18%.

Reasons for Using Branded Content: Customer education was once again cited as the biggest factor in the decision to employ content marketing, with 49% of respondents naming this their primary reason and 29% naming it secondary. Customer retention and brand loyalty follow in popularity.

Repurposing of Content: Repurposing is once again a very common practice, with social media channels being the most utilized secondary channels, underscoring the multi-channel nature of content marketing. Corporate websites also receive a healthy share of the branded content by marketers.

Alguns aplicativos do momento prometem conectar pessoas que se gostam mutuamente, como o Tinder, por exemplo, que falamos no Braincast 93. Porém, pra quem não procura amor, pode agora compactuar o ódio.

Com o Hate With Friends você conecta o seu Facebook e diz quais pessoas odeia. Se o seu inimigo também te marcar, ambos são avisados.

O que acontece depois disso depende de cada um. Podem armar uma briga na saída da escola, passar horas criando discussões infrutíferas na internet, ou até mesmo fazer as pazes, veja só.

Diz o desenvolvedor que o site “só” coleta o seu perfil público, lista de amigos e endereço de e-mail do Facebook. Testa lá se tiver coragem: hatewithfriends.com

Post originalmente publicado no Brainstorm #9
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iStock has queried creatives from around the world to determine what to look for in 2014 design trends. Entitled Hot or Not (oh how we miss the original Am I Hot or Not), the infographic gives a thumbs up/thumbs down look at flat design and skeumorphic design; short form storytelling versus long form; real models versus retouched; 3D and offset printing; and more. Give it a look.

For the new campaign for Stoli Vodka, Toronto shop Jacknife asked directors to tell an origin story of their choice. Stoli’s tagline is “The Original Vodka for Original People,” whatever the hell that means, but the origin-story theme can make for some interesting recreations. Director Sean Wainsteim decided to focus his efforts on the origin of The French Exit, when people leave a party without saying goodbye. We’ve all been there. A clingy come-on at a bar, friends of friends who you don’t really know that well, the weird Uncle. For the anti-social, goodbyes are unnecessary social conventions usually meant for people you don’t care about.

You’ve probably never heard of Bentley Theodore French, but he invented The French Exit while at a stuffy, waspy party that may be set in the 1930s, at least according to Stoli’s two-minute narrative ad. Bentley even passes up the chance to dance with two ladies at the same time on his way out the door. I’m not sure why he’s at this party if he dislikes everyone in attendance, but he is a social innovator who will never be forgotten. I still use his work to this day. Credits after the jump.

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New Career Opportunities Daily: The best jobs in media.

(TrendHunter.com) The Panamby apartment located in São Paulo Brazil designed by DT Estúdio Arquitetura, is an interesting structure of industrialized apartments. This space was designed and crafted with raw…

Nonprofit collaborative thinkLA has a fun social media campaign promoting their Holiday Gala this Thursday, Dec. 5. The campaign features LA ad executives — like Joe Baratelli (featured above), EVP/CCO at RPA (well, actually, it’s all RPA at the moment)– sharing their favorite holiday memories in 15 second long videos. We’ve included a few of our favorites, but you can check out the rest here, or follow thinkLA on Facebook or Twitter. The videos are a quick, fun way to get in the holiday spirit, if that’s your sort of thing. And this is all being done for a good cause.

According to the parties involved, the LA advertising community and thinkLA put together the second largest T0ys for Tots drive in Southern California (around 1,000 toys). Toy collection bins are making the rounds at agencies this week, and will continue collecting toys until December 17th. But the biggest Toys for Tots push will come during the Holiday Gala this Thursday. So check out the holiday videos (Lisa Herdman and J. Barbush are featured after the jump), and if you’re in Southern California this Thursday head on over to the Holiday Gala with something to donate to Toys for Tots. We hear thinkLA throws a great party, so why wouldn’t you? continued…

New Career Opportunities Daily: The best jobs in media.

Emmené par la chanteur Hannah Reid, le groupe London Grammar nous offre une superbe interprétation du morceau Nightcall de Kavinsky. Un clip, composé d’un plan-séquence très réussi agrémenté de quelques effets spéciaux, réalisé par André Chocron à découvrir dans la suite en vidéo.

Working with Colenso BBDO and Flying Fish, Burger King New Zealand created 64 pre-roll YouTube ads acknowledging that fact people hate pre-roll ads. But they did it with a twist. Each of the 64 videos addresses the very content a person was trying to watch. Nothing like positively turning one of the most hated forms of online advertising into something that’s actually amusing. Via.