Hasta La Creative!

TOM O’KEEFE

2013 was the year I learned to love the word “no.” So much is said about its counterpart, “yes,” with all of its affirmative can-do-it-ness, but I’m here to say that “no” is the new “yes” — and if you find yourself running a start-up, you’ll quickly realize the direct correlation between your survival and ability to sling the word “no” early, often and fast — with the matter-of-fact ease of a veteran Vegas dealer tossing cold cards onto a once-hot table.

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(TrendHunter.com) Thanks to Carrie Bradshaw and the wild success of Sex and the City, the late 90s and early 2000s marked the reign of Manolo Blahnik and his strappy sandals; fast forward to 2011 and you’ll…

Sorry, we’re on winter lag, but the folks at Wells Fargo, in case you haven’t heard, have narrowed down the contenders for their ad account. If you recall, we reported three months ago that the financial institution was looking for an agency reboot after working with DDB for nearly two decades. DDB, by the way, has chosen not to defend. According to a Wells Fargo spokesperson,

“Wells Fargo continues to explore its lead creative advertising agency options, and is pleased to share that four finalists have been selected – BBDO, Mullen, TBWA\Chiat\Day and JWT. We are excited to continue to explore and learn more of their capabilities in the coming weeks to fully understand which agency best fit our needs.

 We received impressive submissions from some of the industry’s top agencies, and thank all who participated for their creativity and their time.

We anticipate having a final decision in late February.”

New Career Opportunities Daily: The best jobs in media.

(TrendHunter.com) Though previously focused on solving existing problems, technological advancements allowed for the science trends in 2013 to focus mostly on ways to add interesting things to consumers’ daily…

Microsoft took a different approach this time with its year-end roundup for Bing. Instead of simply copying Google's Zeitgeist with its own year in review, it focused instead on the inspiring (and presumably well-searched) women of 2013.

Set to the lady-power ballad (and intended gay-rights anthem) "Brave" by Sara Bareilles, the video parallaxes its way through some of the inspiring women who did great things in 2013. It includes Margaret Thatcher, whose main contribution to 2013 was dying. But in general, it's a feel-good mélange designed for maximum inspirational shareability. It's also designed not to offend by only vaguely referencing ladies on the front lines (where they've been for a while, btw) and leaving out the word "marriage" before the word "equality."

It already has a couple hundred bitter comments on YouTube about how Microsoft didn't out a video celebrating the heroic men of 2013—posted by people who haven't yet figured that's every other year-end roundup out there.

Microsoft's right. We're gonna need some bravery for the year ahead.

Em março do ano passado, a campanha de crowdfunding para um filme baseado na série cancelada “Veronica Mars” quebrou recordes no Kickstarter. Se tornou o projeto que mais rápido arrecadou 1 milhão de dólares, terminando com um montante total de 5.7 milhões. Discuti a questão, aliás, em um post com o título: “O que a campanha crowdfunding de ‘Veronica Mars’ nos diz sobre o futuro das indu?strias criativas”

Agora, 9 meses depois, o diretor Rob Thomas revelou o primeiro trailer do filme produzido com dinheiro dos fãs. Não deveria ser surpresa notar que se parece muito mais com um episódio estendido do que com um filme propriamente dito. É um orçamento baixo para uma produção de Hollywood, mas com 6 milhões de dólares da pra fazer um capítulo de “Game of Thrones”, por exemplo.

Para a Warner foi um ótimo negócio, já que eliminou parte do risco financeiro da balança, mas não me parece que o filme vá atrair uma nova audiência, além daquela que já era fã da série.

“Veronica Mars” estreia no dia 14 de março nos cinemas.

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Com nostalgia e antecipação, a ESPN lançou sua primeira campanha para a Copa do Mundo no Brasil. Não tem nenhuma grande ideia, além de relembrar momentos históricos de mundiais passados, misturando com cenas do futebol atual.

A ESPN diz que, em junho, o futebol voltará para a sua casa espiritual, trazendo cenas de brasileiros comemorando. Porém, prepare-se para excessivas referências carnavalescas.

É uma edição empolgante, que pode fazer até aqueles que protestam contra a Copa amolecerem um pouco o coração. Futebol é apaixonante, ainda mais quando não tem o Flluminense envolvido.

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Coca-Cola has been criticised for its decision to cut a gay marriage scene from the Irish version of its new “Reasons to believe” campaign, with the soft drinks giant arguing it wasn’t “relevant” to the market.

People change the device they are using an average of 21 times an hour when they are at home, according to findings from OMD UK’s Future of Britain research project.

One sure-fire prediction for 2014: privacy will remain a hot topic for consumers, legislators, and any business that stores or uses personal or financial data.

Just ask Target. Or Snapchat.

Yet 2014 will bring more than just talk. New laws and industry self-regulation for privacy protections are taking shape in ways that will affect marketers in the coming year. Here are three of the most important things to watch:

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