For many in the internet industry, May 13, 2014, has already become an infamous day. The European Union Court’s ruling in favor of Mario Costeja Gonzalez’s “right to be forgotten” has forced the internet search giant to remove search results the court deemed to be infringing on the defendant’s right to privacy (the case involved two links to an auction notice on his repossessed home from 1998).
Google responded to the ruling saying it was “disappointed” and now had to “take the time to analyze all the implications.” It’s fair to assume that there are a lot of people in the internet industry now doing the same.
How does a popular job posting site show off the breadth of its help-wanted offerings in the limited space of one commercial? For Indeed, the answer was to use its own listings to hire experienced professionals for the ad's cast and crew.
"How the world works" is the theme delivered across TV, digital, print and other media in a rollout that began last week in the U.K., targeting both applicants and companies looking to hire. Bright, bouncy and upbeat, the initiative, crafted by Mullen, emphasizes teamwork and striving toward common goals.
A 50-second spot sets the tone, presenting an ad inside an ad with meta twists that turn the medium into the message.
We see folks from various professions "working" among huge letters that spell out the word I-n-d-e-e-d. The camera pulls back to reveal that the action is taking place on a soundstage where an ad is being filmed. "How do commercials work?" a voiceover begins. "Well, you need a team of talented professionals, working together, focused on the task, doing all kinds of jobs." The crew on the set—choreographer, boom operator, caterer, makeup artist and others—are identified by on-screen icons which, in the spot's clickable version, let users search Indeed's site for those jobs.
What's more, these folks aren't actors, but actual professionals (real choreographers, caterers, etc.) hired through Indeed for the spot. (The making-of clip below, which goes into detail on this process, is a must-see.) Even the talent being used to represent nurses, engineers, IT specialists and financial planners are actual trained members of those professions.
Admittedly, not all parts were truly cast through Indeed, since Mullen and other production partners like the directing collective StyleWar were already in place. Here's how a Mullen spokesperson described the process:
"For the video part of the campaign, we used the Indeed platform to scout and hire creative and production talent. Indeed posted 26 job openings on its website for roles in the spot. Within 48 hours, 1,500 applications were received. Indeed conducted more than 200 interviews in just 14 days. Once a selection was made, industry professionals from six different countries—U.K., U.S., Canada, Czech Republic, Australia and Germany—traveled to Prague for filming and production."
Beyond TV and digital video, coffee-cup wraps detail the jobs needed to bring java to market, while subway and newspaper ads explain the positions required by those industries.
Communicating aspirational themes and complex information is no easy task, but, overall, this campaign does a fine job of taking Indeed's message to a higher level.
CREDITS Client: Indeed, Austin, Texas Senior Vice President, Marketing: Paul D'Arcy Vice President, Corporate Marketing: Mary Ellen Duggan
Agency: Mullen, Boston and San Francisco Chief Creative Officer: Mark Wenneker Executive Creative Director: Paul Foulkes Group Creative Director, Copy: Tim Cawley Copywriter: E.B. Davis Copywriter: Jamie Rome Art Directors: Brooke Doner, Ryan Montgomery Designer: Mike Molinaro 3-D Artist, Concept Designer: Andy Jones Producer: Mary Donington
VIDEO CREDITS Production Company: Smuggler Director: StyleWar Editing Company: General Editorial Color Correction, Visual Effects, Titles: The Mill Audio Postproduction: Soundtrack Music: Madplanet
(TrendHunter.com) Artist Ben Frost is back with his playful modern day collaborations of pop culture references with product packagings. Frost creatively turns old McDonald’s containers, Kraft Dinner boxes and pill…
Le photographe Justin Ng nous offre des clichés du ciel pris depuis Singapour en longue exposition pour obtenir ces images splendides sans aucun effet spécial, utilisant simplement la rotation de la Terre pour obtenir des trainées de lumière. Une invitation au rêve et à l’évasion avec ces superbes photographies.
(TrendHunter.com) Photoshop users will find the Application Shortcut Mapper super handy while they immerse themselves in their graphic design work. This interactive app conveniently helps illustrators remember…
The World Cup is almost upon us, and official sponsor McDonald’s is launching a huge global effort that features new fry boxes that allow you to play and an augmented-reality app called McDonald’s Gol!
Beginning May 26, the chain will — for the first time — change its medium and large fry boxes globally for the promotion, offering 12 different World-Cup-themed designs featuring work from artists commissioned from around the world. The fry boxes will also serve as the entry point for an augmented-reality game on the app.
“This is the first time in brand history we’re changing the packaging design of one of our customers’ most favourite menu items on a global scale, and what better reason than to share in the excitement of one of the most prestigious sporting events in the world,” said Steve Easterbrook, senior exec VP-global chief brand officer of McDonald’s, in a statement. “This is about bringing fun, innovative programming to our customers and celebrating our shared love of futbol. We’re excited to be able to do that through an engaging, interactive mobile experience, and of course with our world-famous fries.” Separately, the chain is also executing a series of menu promotions in various markets like Australia and Brazil, this year’s host country.
Boards of directors at the country’s largest companies are in dire need of digital and mobile expertise, consumer insights and diversity — and they’re looking to top marketers to fill those gaps.
Executives sitting on boards overwhelmingly are white males over 60 who are either current or former CEOs and chief financial officers. Increasingly, say recruiters, those boards are realizing they need to diversify both in terms of skill sets and demographics. According to Spencer Stuart, just 38 of the more than 9,800 board seats available at Fortune 1000 companies are filled by a chief marketing officer.
“Boards are really looking for fresh perspective and strategic business insights,” said Bonnie Gwin, CEO of the board practice at Heidrick & Struggles. “There’s an agreement among board members that somebody who has deep marketing skills will also bring good business insights, is strategic and creative. … Many of those CMOs can also bring diversity, in terms of gender or ethnicity,” including international experience, which she said is “a plus.”
Spokeswoman Susan Krusel confirmed Mr. Monty is no longer with Ford but declined to elaborate. “We thank Scott for his service and wish him well,” she said.
Mr. Monty joined Ford in July 2008, according to his LinkedIn profile, and played a key role in using social media as a marketing tool and platform to reach new and existing customers throughout the company’s business worldwide.
Ford was the first company to reveal a vehicle on Facebook, and the first brand to join Google+.
O que seria capaz de deixar tantos personagens inesquecíveis do cinema boquiabertos, sem fôlego, maravilhados com tanta perfeição? A Samsung parece ter esta resposta, que faz questão de revelar em The Curve Changes Everything: uma televisão com a tela curva, capaz de mudar completamente a forma como assistimos filmes e programas, oferecendo uma experiência completamente nova.
O comercial leva a assinatura da 72andSunny, que se encarregou de escolher filmes divertidos e personagens marcantes para nos contar esta história.
Bauer Media, the multimedia group behind Heat, Grazia, Empire, Magic and Absolute Radio, has completed the restructure of its commercial operation with the appointments of Colette Lister, Krissie Ford and James Wilson to its senior team.
Avec sa série Ghosts, le photographe Dan Busta réalise des portraits de personnes non en capturant leurs visages, mais en mettant surtout en avant divers environnements les entourant, laissant les sujets sous un drap blanc. Des clichés qui peuvent être drôles pour certains ou plus graves pour d’autres.
Response to advertising in tablet editions of newspapers is up to 40 times higher than that tracked online, according to the industry’s first study commissioned by Newsworks.
The Volvo Ocean Race is a grueling nine-month circumnavigation of the globe through some of the world’s most treacherous seas. When the every-third-year race begins this October, Team SCA will be the first all-women team to enter in more than 10 years.
Team who? SCA is a $14 billion company active in 100 countries, yet it is relatively unknown. The race is an opportunity to broaden brand recognition for a primarily business-to-business marketer of tissue, napkins, feminine care and incontinence products. Its two main U.S. brands are Tork napkins, towels and tissues used mostly commercially in offices, schools and restaurants, and Tena incontinence-care products used by consumers and in health-care facilities.
Bringing together an all-female team was an intentional and brand-driven choice by SCA, whose end-product users are 80% women.
More ad dollars continue to pour into digital, and most of those dollars continue to go to direct response, not branding.
Digital ad spending in the U.S. will cross $50 billion this year, according to a new report from eMarketer out Tuesday morning. While both spending categories — branding and direct response — are expanding, the latter is growing at a faster clip, commanding 59.1% of the digital total in 2014.
In 2013, direct response represented 58.4% of digital spending, at $24.9 billion. Digital publishers have made huge efforts to gain brand dollars over the past decade, including growing investments in content and lavish upfront presentations to woo Madison Avenue. But the sales are being tipped by a surge in spending on mobile, where where app install ads and other direct response units dominate.
David Abbott’s “management trainee” poster for The Economist has been recreated in honour of his impact on the advertising industry, following his sudden death on Saturday 17 May.
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