Hasta La Creative!

“Programmatic buying is the gluten of advertising,” Jimmy Kimmel quipped during ABC’s upfront presentation last week. Like gluten, “programmatic” has become a buzzword that many people use but few really understand. They just know it’s important. For some reason.

The term covers a wide range of technologies that have begun automating the buying, placement and optimization of advertising, replacing human-based methods like phone calls, faxes and, yes, three-martini lunches. Through programmatic technologies, advertisers can buy ads the way they pick up something on Amazon or bid on eBay.

For all the ink spilled, you’d think the entire world had gone programmatic, but it’s still just a sliver of online-display advertising. Interpublic Group of Cos.’ buying arm Magna Global projects that programmatic spending will reach $9.8 billion in the U.S. this year, or about 20% of the overall digital-ad market. To move brand dollars, programmatic technologies have to grow up and advance to other forms of media, like TV and radio.

Continue reading at AdAge.com

(TrendHunter.com) The top May 2014 social good trends feature a variety of powerful, interactive and memorable campaigns supporting various causes. Getting people’s attention can be a very challenging task with…

Focus sur la bande-annonce d’Interstellar, le prochain film de Christopher Nolan avec Matthew McConaughey, Anne Hathaway et Jessica Chastain en tête d’affiche. Ce film raconte les aventures d’un groupe d’explorateurs qui découvrent un tunnel cosmique et qui dépasseront les limites du savoir et de la conquête spatiale.

Jetblue seems born to be a cloud marketer.

The airline is digitally savvy, maintaining an active Twitter feed and customer-friendly website. Running its entire enterprise-marketing operation — from email to analytics — on software accessible anywhere with a web connection looks like it would be a natural fit.

But JetBlue only made its first significant jump into the cloud last spring when it signed on with Oracle’s Responsys, a marketing-automation tool.

Continue reading at AdAge.com

Outdoor, Print
Lexus

Advertising Agency:Saatchi&Saatchi+Duke, Paris, France
Creative Director:Frederic Temin
Art Director:Philippe Rachel
Copywriter:Carl Harborg
Planner:Nicolas Orsoni-Durand

“If you were a mobile app, which would you be and why?”

So reads the essay question in this year’s application for Digitas’ summer internship program. There is also the standard application that includes rsum questions, but the agency is really looking for candidates able to creatively solve problems. A student could be a business major at one of the best undergrad schools with a 4.0 GPA, but if his or her essay is a snoozer, that student could very well be passed over. It’s one way for Digitas to ensure it’s finding what it considers the best fit for the agency’s culture.

“The major doesn’t really matter,” said Nicole Stanley, senior VP-talent for the Chicago and San Francisco offices at Digitas. “We recruit based on the agency’s values — risk-taking, curiosity — and whether the candidates have those same values. We can often tell from their essay response, and then when they come in for an interview, we can tell whether they really do have that curiosity factor.”

Continue reading at AdAge.com

(TrendHunter.com) As the May 2014 culture trends illustrate, the collision of popular film and television genres continue to emerge at an increasing rate. Artists, filmmakers and marketers are grabbing the attention…

Since its rollout 26 years ago, Lunchables has plowed forward as one of the most resilient food brands in America, surviving frequent criticism from health advocates while dominating the kids’ packaged-lunch category. Last year, the brand reached $1 billion in retail sales for the first time, according to brand-owner Kraft Foods Group.

But for most of its history, Lunchables has never tried to crack the lucrative teen market, fearing that the age group might be a little bit too old — and too cool — for the brand.

However, that changed last year when Lunchables began aggressively targeting 13-to-17-year-olds with a larger-portion line called Uploaded. It’s been a major hit: Uploaded raked in $125 million in sales its first year, busting through the critical $100 million barrier, according to Kraft.

Continue reading at AdAge.com

I’m not sure I get the point of bacon marketing. It’s like advertising oxygen. The power of bacon should be self-evident.

I just assume that everyone (unless you have religious reasons or are a vegetarian) eats bacon.

But for any number of reasons — battle for market share as “artisanal” bacon enters the sector, the threat of Americans switching to sensible diets — bacon marketing exists.

Continue reading at AdAge.com

David Abbott, the legendary copywriter and co-founder of Abbott Mead Vickers BBDO, died on Saturday 17 May aged 75. Here is some of his most celebrated creative work.