Hasta La Creative!

The magazine company was spun off from Time Warner, which gained on Wall Street on Monday.

The Academy Museum of Motion Pictures, scheduled to open in 2017, is still figuring out its mission.

Six years ago, Procter & Gamble’s Pampers brand made a splash with its “1 pack = 1 vaccine” campaign in the U.S., adding the market to a global program intended to eliminate maternal and neonatal tetanus by 2015.

The campaign, feted by Oprah and heralded by cause-marketing experts, has made Pampers one of UNICEF’s biggest corporate donors. And the global vaccination push has helped reduce maternal and neonatal tetanus rates, while growing the Pampers brand, P&G and UNICEF said during an event last week in New York City.

During its partnership with UNICEF, P&G has funded 300 million vaccines and helped eliminate the disease in 14 of the 36 countries it supports. Deaths from the disease also fell globally, from 140,000 in 2006 to 58,000. “It’s increased our business, but it’s also saved lies,” said Matthew Price, VP-baby care for P&G. “It’s engaged our customers and frankly it’s engaged our employees.”

Continue reading at AdAge.com

In case you don’t feel like attending sessions at Cannes like a good delegate and would rather spend your days on the beach soaking up the sun and stealing glances at those young, up-and-coming creatives who are more than happy to frolic on the beach as if it were Spring Break, Italian agency, Aylene Gardider has you covered.

The agency is out with a map of the beaches in Cannes so you can be sure you’re meeting up in the right spot. Currently, the map is on a Facebook page but the agency will be handing out pocket sized versions of the map once in Cannes. Or you can download it and print it yourself here.

Digital estate agency eMoov, backed by former ‘Dragon’s Den’ star James Caan, has appointed a head of marketing as the brand launches its first TV ad campaign.

When it comes to the proposed $32 billion union of Sprint and T-Mobile, nothing is settled. But if history is a guide, the merger of the third- and fourth-largest U.S. wireless companies will lead to a surge of new ad spending, in the short-term.

T-Mobile and Sprint will likely boost spending to create awareness for the combined — and possibly rebranded — company, while much-larger rivals AT&T and Verizon Wireless will likely respond, seeing an opportunity to wrest away subscribers confused about the deal.

“There’s going to be a big influx of spending,” said Carrie MacGillivray, VP-mobile services at IDC. “AT&T and Verizon are going to be loath to create significant noise.”

Continue reading at AdAge.com

Se o PopcornTime, apresentado pela mídia como o Netflix Pirata, já causou grandes dores de cabeça, o HipHop seria a promessa de criar o inferno na Terra para a indústria fonográfica. Montado nos mesmos moldes do seu primo dos conteúdos audiovisuais, o HipHop vem para ser o Spotify, ou o Rdio, ou o Deezer pirata.

Com ele, é possível ter acesso ao streaming de mais de 45 milhões de canções, quase o dobro dos 26 milhões de faixas atualmente disponíveis na iTunes Store, e tudo sem precisar de cadastros, sem propaganda e – de acordo com os desenvolvedores – 100% seguro.

No entanto, apesar de estar circulando já há algumas semanas, o serviço recebeu pouca cobertura da mídia. Por que será?

Segundo o TorrentFreak, o problema é que enquanto no ramo dos filmes e seriados a situação ainda está se desenrolando, com o Netflix quase que monopolizando o mercado de transmissão sob demanda, o reino da música parece estar bem atendido. Existem diversos serviços de streaming, que além da canção em si, oferecem também a oportunidade de descobrir novos artistas e novos estilos. O YouTube se posiciona como outro grande player deste mercado, oferecendo o clipe para complementar a música.

O Spotify, por exemplo, também oferece a oportunidade de ouvir música completamente de graça em um plano inicial, ainda que ele tenha lá suas limitações.

Ou seja, empresas estão conseguindo competir com o conteúdo gratuito, fazendo mais do que simplesmente tocar a canção –

elas agregam algum tipo de valor àquela experiência, e isso faz com que o acesso ao conteúdo pirata perca um pouco da sua relevância.

Para aqueles que temiam uma supremacia da pirataria sobre conteúdos adquiridos legalmente, esse pode ser um importante sinal de que há sim luz no fim do túnel.

Post originalmente publicado no Brainstorm #9
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I was born and raised in Argentina ftbol country. And as such, the World Cup is something you can’t avoid. We would (and we still) wait patiently for the largest sporting event in the world to kick off every four years. You have likely heard the stats, but to give you some context in 2010, at least 3.2 billion people watched the World Cup around the world. That’s roughly 46 percent of the global population! There are very few media events of this magnitude left, where people still gather around the TV and even the radio in some rural areas to watch their country’s greatest players and athletes battle it out on the field on behalf of their countrymen.

Outside of the competition itself, two of the biggest components that make it possible, media and advertising, have changed profoundly since I watched my first World Cup in 1982. While still requiring major coordination, marketers only had a few options back then: TV, print, out-of-home, and radio. Today any brand official sponsor or not has the ability to join the bandwagon across a multitude of media options. And even though the teams haven’t walked on the field yet, some of the world’s biggest brands have already been battling it out on digital screens.

So I cannot help but wonder how global brands like Coke, Adidas, McDonald’s and any of the official sponsors planning a campaign of such magnitude approach this event. How can a brand effectively produce a campaign where its products might actually traverse ALL of the 204 countries where the World Cup will be broadcasted, across all media channels, and audiences?

Continue reading at AdAge.com

When we lost Griffin Farley, a strategy director at BBH New York, to cancer last year, we wanted to find an appropriate way to mark his life. It was hard to find the right way to honor such a laid-back, unpretentious man, but the insight that unlocked the whole thing for us was to focus on the generosity with which Griffin had mentored and championed young people trying to get their first jobs in the industry. We hatched the idea of the Griffin Farley Search for Beautiful Minds program: a weekend boot-camp open to individuals looking to get their break into strategy and a platform for them to showcase their thinking to the industry while taking a step toward finding a job.

In the grind of our working lives, it is all too easy to forget that how we live each moment creates what we leave behind us when we go. But one year after the launch of the program, it is heart-warming to reflect on how the many things Griffin did in his short life are now transforming the lives of people he never even met. And to watch the process unfold in real time, across social media and then in the lives of lots of young people, has been magical.

It began with the call for speakers and mentors. So many people whom Griffin had helped, all now well on the way in their own careers, came forward to pledge their time — safe in the knowledge that without him they wouldn’t be where they are today.

Continue reading at AdAge.com