Hasta La Creative!

Jam has hired Matt Hardisty, the joint head of strategy at Mother and founder of AnalogFolk, as a partner.

Aiming, perhaps, to save to lowly ad banner or maybe to coin a new buzzword, MIT SLoan School of Management Professors Glen Urban and John Hauser are out with a new study which finds morphing ads, banners that change based on known characteristics, result in 83% higher click throughs.

Urban says, “Everyone wants to make their banners and new media more effective. So far, 90% of the effort in banner advertising is on targeting, but that is only half the picture. Equally important is how you should talk to the people you target and that is what morphing is all about. This is an important tool for companies that want to innovate their banner advertising.”

Hauser notes that morphing has “tremendous potential” to increase ads’ productivity. “Companies work hard for 1% or 2% improvement in click-throughs, but if they morph ads based on thinking styles they can improve it by 83%. We also found that it can result in 30% better brand recognition. These are significant effects.”

In the study, which they conducted in partnership with companies like General Motors, the researchers broke the process into several steps. First, they monitored click streams to determine how a consumer makes decisions on the web. After they gathered enough click stream information, their algorithm determined the person’s cognitive style and matched that style to the optimal ad.

Urban notes their solution is the only algorithm that integrates cognitive styles with real-time morphing but they are eager to share it. “It’s very cutting edge, but anyone doing targeting with algorithms could implement our algorithms. This can help move the market to the next wave of action in banner advertising”

The next wave of banner advertising? That’s a bit like saying “the next wave of the Cue Cat” but let’s not be negative. Anything that makes any kind of ad more relevant to the user and more effective for the advertiser is a very good thing.

Here’s the full study.

Stella Artois is rolling out a global campaign aimed at shining a spotlight on the men and women behind the scenes whose commitment to excellence makes world-class events possible.

RB, the consumer good company formerly known as Reckitt Benckiser, has moved three of its power brands – Air Wick, Clearasil, and Finish – out of Havas Worldwide and into Droga5 New York and Wieden & Kennedy.

In a product placement/integration stunt that should have felt forced but didn’t, the first several minutes of last Thursday’s Jimmy Kimmel show didn’t begin with his monologue, rather, it began with a Nespresso ad featuring spokeswoman Penelope Cruz.

As Jimmy gets ready for the show, he runs into Cruz — along with the rest of his staff — backstage and they’re all hanging out drinking coffee. There’s some witty banter and name calling as Kimmel laments the fact no one’s working. Cruz convinces Kimmel to sit down and enjoy a cup of Nespresso. Kimmel enjoys the cup so much, he turns to Guillermo and says, “The show is yours.”

Wasting no time. Guillermo rushes onstage and begins the show. As product integrations go, it’s not bad. Yes, it’s blatant commercialism but at least we get to see Penelope Cruz and there are a few funny jokes.

(TrendHunter.com) Giorgio Bonaguro and Juan Soriano Blanco were undoubtedly ambitious when they embarked on designing the Vitruvio speaker. The duo was inspired by Leonardo da Vinci’s iconic Vitruvian Man drawing,…

Media
Petrobras

Recently, Petrobras, Brazilian multinational energy corporation, has discovered one of the largest oil reserves in the world, 26,000 feet (8,000 meters) underwater. To show how important this pioneering achievement is for all brazilians, NBS has planted a Brazilian flag on the ocean floor, at the exact location where oil was discovered. The project was baptized “Neptune Mission” and also serves as a statement that the pre-salt oil belongs to Brazil and to the brazilian people. 

In order to plant the flag, the agency had to make massive preparations, like a structure that could withstand the pressure at those depths. Professionals from different sectors such as advertising, geology, geophysics and engineering worked integrated for almost a year to accomplish Mission Neptune.

Advertising Agency:Nbs, Rio De Janeiro, Brazil
Creative Director:André Lima, Eduardo Almeida
Art Director:Dennis Sieber, Lucas Buled
Copywriter:Eduardo Almeida, Bernardo Cople, Felipe Mendes, Thiago Fernandes, Vinícius Theodoro
Account:Tatiana Soter Danielle Portella, Marina Gouvea, Larissa Ximenes
Planning:Tatiana Soter, Bruno Altieri, Bárbara Ferreira
Media:Fátima Rendeiro, Amália Machado, Dayse Pereira, Luciana Santos, Vanessa Alves, Ronny Alvarado, Luma Coutinho
Producer:Graziela Morgade, Mariana Hosannah, Nathália Dutra
Client aproval:Wilson Santarosa, Luís Fernando Nery, Gustavo Ferro, Michel Chedid e Graciano Santos

L’artiste urbain d’origine espagnole SpY a récemment mis en place son installation « Moon » à Lausanne en Suisse. Un croissant de Lune artificielle a été suspendue grâce à une grue au-dessus du paysage urbain et s’illumine la nuit. Une installation très poétique à découvrir en images.

Manter a sua caixa de entrada organizada (e principalmente o mais vazia possível) é um dos grandes desafios da produtividade hoje em dia. É uma habilidade que se desenvolve com o tempo, mas que pode ganhar uma mãozinha do Google em breve.

Algumas supostas telas de um novo design do Gmail mostram que o serviço poderá dar mais um passo rumo à uma interface ainda mais clean e organizada.

Segundo as imagens vazadas, os emails apareceriam centralizados na tela, e ícones ajudariam a compreender quem é o remetente (ao mostrar a imagem do perfil do G+) ou qual o assunto daquele email, usando a mesma classificação das atuais abas do Gmail, mas com mais categorias – além de atualizações, notificações sociais e promoções, aparecem também opções como compras e viagens.

Tanto o menu lateral esquerdo, que lista tags e abas, quanto a lista de contatos do Hangout que aparece do lado direito, poderiam ser minimizadas, ‘destralhando’ a tela e minimizando a chance de dispersão.

Outra possível novidade seria a opção de adicionar um lembrete a um email, ou receber itens de uma lista de tarefas diretamente na sua inbox. Em alguns casos, seria possível até mesmo responder à um questionamento sem nem mesmo abrir o email – as opções de feedback apareceriam logo na tela principal, juntamente com o assunto da mensagem.

A suposta nova interface do Gmail também substituiria o atual sistema de estrelas por opções que fixam os emails selecionados no topo da caixa de entrada, facilitando o destaque de mensagens importantes ou que precisam ser respondidas com urgência.

Não há, contudo, nenhuma informação que confirme esse novo design ou que dê uma previsão de quando ele vá ser implementado. Ainda assim, dá esperanças de que quem sabe um dia organizar a caixa de emails possa ser algo mais simples do que fazemos hoje em dia.

Post originalmente publicado no Brainstorm #9
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Advertising Agency:Adam & Eve DDB, London, United Kingdom
Chief Creative Officer:Amir Kassaei
Executive Creative Director:Ben Priest
Creatives:Eduardo Balestra, Henry Westcott
Head Of Design:Alex Fairman
Designer:Cris Jones
Producer:Craig Neilson