“I love this message because it makes people feel good about themselves. We all have so much pressure to look right, act right and be righteous, but we just don’t look right and can’t be righteous all of the time.”
Advertising has a new darling concept for everyone to toss around to show how much they get the need to reach an ever expanding and varied target audience. I’m talking about “Total Market,” which was being touted at the ANA Multicultural Conference this year as the solution for addressing the growth of Hispanics and Asians in the U.S. population, and cashing in on the undeniable influence that African Americans exert as trend setters.
I didn’t attend the conference. I was enjoying a badly needed vacation during the same time. But I am very skeptical. The underlying premise is that ethnic agencies are largely unneeded, that the current multicultural marketing model — where general-market and ethnic agencies work in tandem to engage the total population — is not working.
This is true. It’s not working. But the model was never given a fair shot at success. Ethnic agencies have operated on minuscule budgets compared to general-market agencies. And they have had to spend much of their energy providing rationales over and over to the many marketers who didn’t fully understand and embrace segments culturally different from the mainstream.
There’s little question that Twitter’s initial public offering in October was a success, but what about its ad business? Still a work in progress, but with plenty of upside, according to Ad Age readers.
Between late November and early December, Ad Age conducted its fourth major survey of marketer attitudes toward social media in conjunction with RBC Capital Markets. This time, 953 execs at marketers, agencies and media companies weighed in on Twitter.
Direct Line is reviewing its £46 million advertising account, putting incumbent M&C Saatchi on alert.
Scott Hoy is mad, and he wants you to stop. Will you please stop? The whole thing with the accidents, and the video games, and the backseats? It's not fair. And do not say they deserved it. He does not want to console the parents, but he will. Until you stop. Will you please stop? Wait, what?!
Scott Hoy is a personal injury trial lawyer in Sioux Falls, S.D., and your guess is as good as ours. Via Katie Levitt on AdFreak's Facebook page.
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Karen Blackett, the chief executive of MediaCom, is to co-chair the judges of the Institute of Practitioners in Advertising and Campaign’s 2014 Women of Tomorrow competition.
For a movie fan with cash to burn, “The Hobbit: The Desolation of Smaug” offers the chance to drop almost $40 before even getting to the snack bar.
So-called super tickets for the second film in Peter Jackson’s trilogy, opening at midnight in the U.S. and Canada, include a seat in the theater plus an advance online copy for mobile or home viewing and an online version of the first picture, “The Hobbit: An Unexpected Journey.”
Time Warner’s Warner Bros., the distributor, and two of the largest North American theater chains, Regal Entertainment Group and Cineplex Inc., are using “The Hobbit” deal to squeeze out extra revenue at a time when U.S. movie spending shows little growth. Exhibitors, who are opening more large-screen cinemas with reclining and reserved seating and with better sound, get some of the added revenue.
A visit to TheNorthFace.com is not unlike other e-commerce treks: outdoors clothing and gear is organized into categories for men, women and youth. But the active-wear brand has solicited one of the best known data explorers around to turn its site into a shopping expedition that thinks the way humans do.
The North Face was an early partner of IBM’s initiative aimed at applying the tech giant’s Watson cognitive computing system to craft a new approach to shopping.
Like many other sites, The North Face’s includes some alternative means of navigating such as browsing through apparel for hiking, or perusing a line of jackets according to the type of technology they feature.
Shop Direct has hired My-Wardrobe.com co-founder Sarah Curran to lead the development of its luxury branded fashion and beauty offering.
Advertising Agency: Fahrenheit DDB, Lima, Peru
Chief creative director: Ricardo Chadwick
Creative Directors: Yacub Tabja, Luciano Leone, Sergio Franco, Ricardo Mendoza
Art Director: Gonzalo Limo
Marks & Spencer’s (M&S) Christmas campaign won the battle for fan acquisition, despite the much-hyped John Lewis “bear and hare” ad dominating social media chatter, according to analysis by We Are Social.
Imagine um “supergrupo”, formado por alguns dos “gatos-celebridades” mais conhecidos da internet, estrelando um vídeo para ajudar a levantar fundos para abrigos de animais. A Friskies resolveu colocar essa ideia em prática e reuniu Grumpy Cat, Colonel Meow, Nala Cat, Oskar the Blind Cat e Hamilton the Hipster Cat em It’s Hard to Be a Cat at Christmas.
O compromisso da Friskies é doar uma lata de comida para gato para um abrigo ou organização nos Estados Unidos para cada view do vídeo no YouTube, mas estabeleceu um limite de até 500 mil unidades. Uma decisão esperta, ainda mais porque o clipe já ultrapassou os 800 mil views e continua aumentando.
A música poderia ser melhor – mas se você gostar, ela está disponível para download na Amazon e iTunes.
Sem o cuidado que vimos em Dogs Sing for a Cure, parte da campanha Keep Cancer on a Leash, criada pela agência Red Urban para a Pet Trust, It’s Hard to Be a Cat at Christmas mostra os gatos-celebridades fazendo o que fazem de melhor: sendo gatos.
É fofo, tem cara daquelas produções caseiras da internet, mas em se tratando de uma marca como a Friskies e uma boa causa na época do Natal, poderia ter sido bem melhor.
Post originalmente publicado no Brainstorm #9
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Gravity Road has launched a comedy series that is premiering on 4oD before being transferred to Channel 4.
Social video experts Unruly evaluate the latest viral campaign from Poopy Cats
The difficulties of fulfilling seasonal orders are brought into view in this online video showcasing a suspiciously familiar, 600-year-old family distribution business “Nick Saint Distribution”.
Revlon, the US cosmetics brand, has appointed Profero London as its first digital agency in Europe and several other markets.
Sawdust Studio, nom du partenariat entre Rob Gonzalez & Jonathan Quainton, nous propose de découvrir une exploration typographique magnifique avec Flow, une création mêlant la peinture acrylique et l’acetate. Des lettres splendides imaginés par les deux londoniens à découvrir en images dans la suite.
WestJet, the Canadian airline, has risen rapidly through the chart this week to take top position with 833,115 shares across Facebook, Twitter and blogs.
Bitcoin start-up Coinbase, a company which lets people trade in virtual currency Bitcoins through its online wallet, has found $25m (£15.3m) backing from a venture capital firm.
After being named Campaign’s Agency of the Year, VCCP reveals what it feels like to wear the crown.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
