Hasta La Creative!

Oscar-winning director Joachim Back has joined Anonymous Content for commercials representation and film and TV management. Back, who was previously repped out of Park Pictures, earned an Academy Award for his short film The New Tenants and has won ad industry honors such as a D&AD Pencil for Chivas Regal’s “Here’s to Big Bear” and a Cannes Gold Lion for Viagra’s “Beep” campaign, out of Taxi Toronto, which superimposed images of the blue diamond pill over the mouths of its happy customers.

A native of Denmark, he started film career in features, working in the camera and lighting departments and as an assistant editor. His other ad work includes spots for Honda, Stella Artois, Range Rover and Audi.

Continue reading at AdAge.com

Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, according to people briefed on the company’s plans. That’s an ambitious goal for the world’s biggest media spender and sure to cause brand marketers that have resisted automated trading to reconsider. Until now P&G’s use of programmatic buying has been mainly limited to relatively small tests.

These people said P&G next year plans a similar shift of mobile-ad buying to programmatic buying — auction-based systems where ads are bought and served across the web to a specific audience in real time.

The move follows a goal recently announced by American Express in an advertising-technology request for proposals to shift 100% of digital buys to programmatic (later called a “theoretical strategic thought” by AmEx VP-U.S. Media Jill Toscano).

Continue reading at AdAge.com

Já que pouquíssimas pessoas se dispõem a pagar por conteúdos encontrados na internet, os jornais têm tentado modelos alternativos. Um dos mais recentes é o NYT Opinion, ideia do New York Times para vender apenas a fatia mais exclusiva do seu material.

O preço seria bem camarada – para acessar análises e colunas da publicação, os assinantes desembolsariam 6 dólares mensais (ou 1,50 dólar por semana) e poderiam acessar os conteúdos através do aplicativo para iPhone.

O app NYT Opinion também pega emprestada uma funcionalidade do Pocket, e permite que os leitores marquem textos para ler mais tarde na opção “My Reads”. Os colunistas preferidos também poderão ser marcados pelos leitores, facilitando acompanhar os textos daquele autor.

A decisão de fatiar o jornal parece um ajuste de escopo – diminui-se o valor da assinatura, mas também a quantidade de conteúdo que é oferecida ao leitor. Assim, é possível pagar pelo que se efetivamente vai ler, ao invés de gastar um valor maior sem conseguir consumir todo o material.

Fico só imaginando um futuro de assinaturas por editorias, com atendentes te ligando para querer saber por que mesmo você não se interessa pelo caderno de economia, tão importante nesse cenário….zzzzz.

Post originalmente publicado no Brainstorm #9
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(TrendHunter.com) A Canada-based illustrator named Jenny Liz Rome draws feminine illustrations that reflect aspects of flora and fauna, as well as modern women with classic style. The images are vibrant and whimsical…

Grey San Francisco has created a new rebranding campaign for Norton that demonstrates a certain flair for the dramatic.

The anthem ad at the center of the campaign features lines like “The boldest gift has yet to be given,” “The boldest file has yet to be downloaded, without a second thought” and “The boldest life is out there.” At its conclusion, the spot advises, “Go boldly and you will find bliss.”

To us, this message translates as: “Go ahead and download that torrent; your antivirus software can handle it.”

Our protagonist–presumably so excited by Norton’s software that he can’t contain himself–proceeds to triumphantly rip off his own shirt. Maybe it was the confidence that came from knowing that his photo folders are safe…even if they’re not on the cloud.

Digital ads will appear on CBS News, CNN, Forbes and YouTube, with print ads planned for The Wall Street Journal and Forbes.

We’ve got credits after the jump. continued…

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“Who needs a fucking idea these days when you’ve got an awesome piece of tech?”

Those are the wise words of Steve Back from Ogilvy Australia in the case study below, presenting what is surely the greatest ad idea ever for a tech-fueled campaign. Every major player in the Australian creative community is totally blown away by this idea. And why not? It’s a game changer.

For more innovative thinking—and less utter circle jerking—check out the Creative Fuel conference in Sydney on July 28.

Via Adverblog.

Outdoor, Online
Peugeot

Advertising Agency:Havas Worldwide, Lisbon, Portugal
Executive Creative Director:Rui Lourenco
Creative Director:Ricardo Silva, Pedro Portugal
Junior Creative:João Pereira
Art Director:Montserrat Romero
Copywriter:Rui Lourenco
Production:João Ruas
Account:Inês Ortigão

O modelo de página de perfil do Facebook vem se consolidando como o ideal para as redes sociais. Depois do Twitter fazer algumas alterações para destacar a capa e a foto de perfil dos seus usuários, agora é a vez da rede sociais profissional LinkedIn apostar nessa mesma modificação de design.

O objetivo é criar uma relação mais pessoal dos usuários com a rede, que tem esse caráter mais sério e profissional, mas que tende a ficar cada vez mais leve. Se tudo der certo, o LinkedIn também quer incentivar os usuários a consumirem e produzirem conteúdo para a rede, assim como fazem com o Facebook e o Twitter – um passo que faria com que ela virasse uma rede profissional de conteúdos sérios ao invés de apenas um repositório de currículos.

Os usuários serão convidados também a atualizar as palavras-chave relacionadas aos seus perfis, o que pode ajudar a melhorar a busca, seja para propostas de trabalho, manter ou fazer novos contatos.

Além disso, o LinkedIn deve lançar simultaneamente um novo plano premium, que promete ser o mais econômico disponível, custando 9,99 dólares.

O novo perfil do LinkedIn deverá ser disponibilizado aos usuários premium em breve. Quem quiser pode se inscrever em uma lista para receber a novidade primeiro

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With the 2014 World Cup in Brazil now just over a week away, Innocean has kicked off Hyundai’s World Cup campaign, entitled “Because Futbol.”

In the campaign, two new in-game 30-second spots featuring the redesigned 2015 Hyundai Sonata will accompany digital, social, CRM, and retail executions. The spots will air on ESPN and Univision “as part of Hyundai’s exclusive whistle-to-whistle automotive advertising sponsorship of the World Cup series broadcasts on the networks.” The creative theme behind both “Avoidance” and “Boom” is fan passion, with Innocean likening fans loyalty to their team to Hyundai’s number one ranking in customer loyalty. In “Avoidance” a passionate fan leaves the office having recorded the day’s match. Seeking to keep himself in the dark on the game’s outcome, he goes through all sorts of trouble to avoid interacting with those who would spoil the surprise. “Boom” looks at a completely different aspect of fan passion. The campaign also includes a “#BecauseFutbol” site, built on the Tumblr platform, which “inspires and engages fans with unique content and tools developed by dozens of leading Tumblr artists and content creators.” Tumblr artist content will also be featured on the Times Square Billboard in New York during the days leading up to the World Cup.

“Soccer fans are more than just supporters of the game – they are die hard, loyal fanatics for their teams and countries,” said Steve Shannon, vice president, marketing, Hyundai Motor America. “As the industry leader in customer loyalty, Hyundai knows a thing or two about passion. This year’s World Cup campaign shows what being a ‘true’ fan really means; and how for 30 days people come together, lives change, emotions rise and unexpected moments happen.”

Stay tuned for credits and “Boom” after the jump. continued…

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