Fairtrade Fortnight kicks off its annual campaign today (24 February) with a focus on the banana industry, which aims to raise awareness of the direct impact of the supermarket “price wars” on banana farmers.
After a four-month search, New York-based luxury jewelry retailer Tiffany & Co., which had previously handled marketing internally, has found a global agency partner in Ogilvy & Mather, whose NYC and Paris offices will serve as the creative and strategic hubs for the brand. In a statement regarding Tiffany & Co’s decision, the retailer’s SVP/CMO Caroline Naggiar says, “We were impressed by Ogilvy’s experience in luxury, creative approach to solving consumer challenges in a new era of brand building and proven ability to implement integrated campaigns across the globe. We believe they will be instrumental in further enhancing our global business.”
Sources familiar with the matter, meanwhile, tell us that Ogilvy, which will handle print, digital, video and out-of-home for Tiffany’s in tandem with the latter’s in-house marketing team, beat out BBDO and TBWA\Paris in the retailer’s review that was managed by Ark Advisors. From what we hear, other agencies in the mix were Grey, Sid Lee and M&C Saatchi.
New Career Opportunities Daily: The best jobs in media.
Luxury jewelry retailer Tiffany & Co. has named Ogilvy & Mather Worldwide as its global creative agency of record.
The brand began an agency search last October, saying it wanted help from an external agency “in addition to our internal marketing department.”
Ark Advisors in New York managed the review process. The other agencies involved were TBWA Paris and BBDO, according to people familiar with the situation.
Uma animação de quase seis minutos é a arma da Virgin Atlantic para atrair a atenção dos passageiros para seu vídeo de segurança. Criada pela Art & Graft, Trip substitui o filme antigo criado pela Nexus há 12 anos, e além da mudança no gênero, também aposta em um protagonista em situações que não fazem, necessariamente, parte da rotina de um voo. Desta maneira, cria-se uma narrativa que acaba informando e divertindo ao mesmo tempo.
O projeto levou cerca de seis meses para ser concluído e é mais um na lista cada vez maior de companhias aéreas que têm tentado sair do lugar comum em seus vídeos de segurança, como a Air New Zealand, Virgin America e Delta Airlines.
Mais uma vez, a Virgin Atlantic mandou muito bem.
Post originalmente publicado no Brainstorm #9
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PruProtect, the life protection insurance company, has hired BBD Perfect Storm to handle its advertising account.
Nokia is launching a range of phones called Nokia X that will run Android apps despite the mobile company’s recent acquisition by Microsoft, the manufacturer of the Windows Phone operating system.
JC Penney and Best Buy are turnarounds in the making, but that’s where the comparisons stop. Each is attacking its problems differently. And when both retailers release earnings this week following a promotion-prone holiday season, it won’t be just investors scrutinizing their progress. The marketing and ad worlds will also be watching to see who is closer to succeeding.
If the stock prices foreshadow anything, Best Buy is leading. The Minneapolis-based chain, with revenue of $44 billion, has already achieved $550 million in cost savings since its turnaround strategy was unveiled in November 2012. Called “Renew Blue,” it focuses on rejuvenating areas like online shopping and customer service. The retailer, however, did stumble some over the holidays: Even as its market share grew 2%, same-store sales fell 0.9% in November and December due to aggressive price promotions. Still, trading at about $24, the stock has more than doubled from early last year.
Since April 2013, when JC Penney embarked on a turnaround of its turnaround — former CEO Ron Johnson billed his efforts as a turnaround too, of course — it has streamlined by announcing plans to close 33 stores and reduce headcount by 2,000. But its main comeback strategy entails returning to the discount price roots abandoned under Mr. Johnson, who favored a failed everyday low price strategy. Since Mr. Johnson was replaced by Mike Ullman last April, the chain has reinstated deals and popular house brands, but it’s still struggling to increase consumer traffic and conversion. Its shares, at nearly $6, have lost about three-quarters of their value since Jan. 1, 2013.
In a uniqueand bizarre–convergence of beer and soccer, Anheuser-Busch InBev will launch a limited edition of its popular Brahma beer made from barley grown on the soccer field where Brazil’s iconic World Cup teams have trained for decades. Brahma Selecao Especial will be sold in Brazil starting in March, three months before the Brazil-hosted World Cup kicks off.
“Brahma is the official sponsor of the Brazilian soccer team, and the official beer of the World Cup,” said Sergio Gordilho, co-president and chief creative officer of Brahma agency Africa. “We wanted to launch a product that got inside the team itself. How do you unite soccer and beer?”
The training center, called Granja Comary, is considered sacred ground to Brazilian soccer fans, and one of the two iconic symbols of Brazilian soccer, along with Rio de Janeiro’s Maracana stadium, he said. That inspired the idea of making beer from ingredients sown on the field where Brazil grew more World Cup-winning teamsfive–than any other country. It’s usually not available for growing a crop of barley, but in a stroke of luck the Brazilian Soccer Confederation was remodeling its headquarters at the Granja Comary, and the training center wasn’t being used during that project.
Yahoo News Digest, the product developed by the Summly founder Nick D’Aloisio, has been launched in the UK.
Volvo has consolidated its global media buying and planning business with WPP’s Mindshare, according to people familiar with the matter.
Havas Media has worked with Volvo in the U.S. for a number of years, and Mindshare has supported the business in various international markets, including Europe and China. The selection follows a closed pitch between the two shops, the people said.
The company had 2012 worldwide measured-media spending of $297 million, according to Ad Age DataCenter estimates. 2012 is the last full year of available spending data.
One good thing about producing and hosting my podcast is that we often stumble into huge ethical debates. Which is how we recently found ourselves tackling the subject of what exactly defines “earned” media, and whether we in the ad world are being cavalier with a subject that could lead many brands into tactical laziness and diminished effectiveness.
First, let me state unequivocally that I believe in the power of earned media. I believe that one heartfelt recommendation of a fan is more effective than 20 brand-created messages. I believe truly earned impressions are a thing of beauty and must be cultivated at every opportunity.
However, I also know that getting enough honest, heartfelt, sincere and organically earned impressions that offer the necessary audience reach is a pipe dream for most brands. It’s simply too noisy in the marketplace and bloggers are increasingly aware of their value to us.
Big data is now seen as a critical tool for enhancing chief marketing officers’ skills, putting them in pole position to be promoted to the boardroom, according to a new report.
Unilever today announced a partnership with Internet.org, a Facebook-led alliance of online partners, which will bring internet access to millions in rural India.
Jägermeister is to launch its first TV advertising campaign in the UK next month, with a 60-second spot about a group of professional surfers.
Virgin Atlantic has taken to this year’s film season with aplomb by creating a safety video that channels everything from noir to Yellow Submarine.
If there were any doubts that the age of digital marketing has fully arrived for packaged-goods companies, the Consumer Analyst Group of New York conference in Boca Raton, Fla., last week should put them to rest.
One after one, executives of top players talked about how big digital had gotten for them — and how they were still expanding it. It was a contrast to only three or four years ago, when the executives were also touting digital, but spending was in the low-single digits of CPG media budgets, so even double-digit growth remained pretty insubstantial.
No more. For many top consumer products companies digital either already has or is heading toward eclipsing magazines as their No. 2 spending category behind TV. And for some it may soon be No. 1.
L’illustrateur italien Giordano Poloni a fait une série intitulée « Climbing in Love » dans laquelle il reproduit les architectures qui l’inspirent à travers des dessins. Il représente plusieurs bâtiments d’Italie et d’Amérique, souvent avec des personnages aux pieds des immeubles. A découvrir dans la suite.
Via Cuneo in Milan.
Velasca Tower in Milan.
Unknown Building in Cagliari.
Conestoga Building in Pittsburg.
Unknown Building in Cagliari.
House of Kobe.
Holler, the digital agency, has hired Chomoi Picho-Owiny, a creative director at Possible, as creative director, overseeing output for the London office.
PC World and Currys-owner Dixons Retail and Carphone Warehouse have announced that the two companies have entered talks over a potential merger.
(TrendHunter.com) It’s Milan Fashion Week and the Jeremy Scott for Moschino collection is far from ordinary.
Jeremy Scott is an American fashion designer with quite the eye for outlandish designs and detail….
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