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Já pensou se os aplicativos do seu celular conseguissem entender próximo de que lugares ou objetos você está, e pudessem tomar decisões com base nisso?

Essa é a promessa dos ‘Nearables’, produzidos pela Estimote. Eles são pequenos computadores com sensores, que podem ser fixados em locais ou em objetos do dia a dia para modificar a forma como interagimos com eles. Dentre um dos exemplos apresentados no vídeo de lançamento, os Nearables seriam capazes de reconhecer que o seu celular ainda está ao lado do seu criado mudo, perceberiam que o trânsito está complicado, saberiam que você tem um compromisso e poderiam ativar o despertador um pouco mais cedo, para evitar que você perdesse uma reunião.

Outra aplicação prática seria que os Nearables poderiam saber que você pegou um produto em uma loja, permitindo que fosse feita uma oferta customizada, ou até mesmo avisar que você está esquecendo sua bolsa, caso seu smartphone não reconheça o Nearable associado a ela em algum lugar ao redor.

Capazes de reconhecer movimento, temperatura e localização atual, os Nearables são um exemplo de como a internet das coisas pode alterar o nosso comportamento no futuro. Conectando-se à web por intermédio de um dispositivo que os reconhece (como os smartphones ou tablets), cada um desses adesivos inteligentes possui um processador ARM,  conectam-se via Bluetooth à outros dispositivos e têm vida útil estimada em aproximadamente um ano.

Os Nearables são uma evolução dos Beacons, produto criados pela mesma empresa há alguns anos para ajudar a inserir a internet em objetos do cotidiano, e se tornam uma opção mais barata para ampliar a capacidade dos gadgets de reconhecer o que há ao nosso redor. A vantagem é que enquanto os Beacons eram pequeninos dispositivos que podiam ser fixados em diversas localidades, os Nearables são ainda menores, discretos e baratos, podem ser grudados em quase qualquer coisa ou local.

Compatíveis com iOS e Android, os Nearables já estão em pré-venda, com entrega prevista para outubro, e custam 99 dólares em um pacote com 10 unidades. A Estimote também oferece um kit de desenvolvimento para que os interessados possam inventar aplicativos que usem os dados e informações obtidas através dos pequenos sensores adesivos. Quem preferir também pode adquirir um Beacon, que tem uma vida útil 3 vezes maior, mas que também é mais caro – um pacote com 3 beacons custa 99 dólares.

Pode ser um interessante jeito de colocar mais internet e conectividade na nossa rotina, e que pode até mudar o jeito como se faz propaganda customizada em lojas físicas. Já pensou conseguir detectar, através dos Nearables, que um cliente já procurou por uma bolsa ou calçado na web, e oferecer a ele um preço promocional?

Post originalmente publicado no Brainstorm #9
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Conde Nast has named Chris Mitchell, VP-publisher of GQ, to the same position at sibling title Vanity Fair. Wired magazine VP-Publisher Howard Mittman will succeed Mr. Mitchell at GQ, the company said.

No successor has been named for Mr. Mittman.

The announcements come two weeks after Conde Nast promoted Vanity Fair VP-publisher Edward Menicheschi to CMO-president of the Conde Nast Media Group, which sells ad programs spanning the company’s brands. Mr. Menicheschi succeeded Lou Cona, who is leaving the company.

Continue reading at AdAge.com

“Every once in a while, something comes along that changes the way we live,” says Ikea’s ‘chief design guru Jorgan Eghammer’ in a hilarious new ad by the Swedish furniture retailer.

BBDO New York tells the story of “The Boy Who Beeps” in a new online spot for GE.

The two-minute ad begins with the boy’s birth, and the beeping sound he makes in place of the usual baby’s wail. It’s soon apparent that the boy can communicate with machines. This starts off small, with him using his voice to change the channel or hit snooze on his alarm clock, but soon he’s using his power for greater purposes. Maybe it’s the great soundtrack by Beck, but the strange story is oddly touching somehow. Coming on the heels of the recent “Ideas,” it seems that BBDO is going in an emotional direction in their online work for GE. (more…)

New Career Opportunities Daily: The best jobs in media.

It’s beginning to look a lot like Christmas. Isn’t it?

Less than a week after Labor Day, Kmart has launched a cheeky holiday spot from FCB Chicago touting its layaway program. The spokeswoman says, “This is not a Christmas commercial. However, let’s say you have an event in late December that you need a lot of gifts for. Like, maybe your entire family is having a birthday on the same day. Now’s the time to go to Kmart and put those gifts on layaway.”

Meanwhile, a jolly fat man rides through the aisles on a reindeer-drawn sleigh (presumably he’s not the appliance-department manager). And those fireplace logs crackling on the screens of the store’s TV display look suspiciously “yule” to me.

It seems to be an attempt at disarming the same people who were angry at Kmart last year for airing a Christmas spot in September. Not doing so, after all, was not an option.

“We know it’s early, and that is exactly when smart shoppers start thinking about using layaway for the holidays,” says Jai Holtz, vp and general manager for financial services at Kmart parent Sears Holdings. “We are expanding no-money-down layaway nationwide to help members and customers who want to make small payments over time leading up the holidays.”

Though a Christmas ad in early September is obnoxious, it’s probably a smart move, since 40 percent of Americans do their holiday shopping before Halloween, according to the National Retail Federation.

Guess I should get to Kmart today and put plenty of junk—er, presents—on layaway. Joe Boxers for all, and to all a goodnight!

Oh, and before I forget … Happy New Year!

The Los Angeles Clippers have named RPA the team’s new agency after a review that came on the heels of the scandal around racist comments from now-former owner Donald Sterling.

RPA will be responsible for strategy, creative, media planning and buying, digital and social marketing, as well as branded entertainment. Ultimately, the agency will be responsible for producing work that helps reposition the team’s brand after the Sterling fiasco this spring.

The review began this summer and was conducted by Pile & Co. HeilBrice, an independent agency in Irvine, Calif., had been working with the Clippers since 1999.

Continue reading at AdAge.com

How dare you, Facebook? You think you can just strip out the part of your app that lets people to speak directly to each other, and force everyone to use (gasp!) a separate Messenger app? How dare you allow your social network to become something that helps people avoid the noise of puppy pictures and clever meme posts, and look to deliver a focused place for speaking directly to one another?

Facebook’s decision to “rip” chat out of its primary apps upset users back in April when word first got out, and Facebook is still defending its motivation months later. Facebook advertisers, meanwhile, have wondered what it all means for their Facebook presence. With a little time now passed to see how this is playing out, here are a few observations:

Facebook is a telecom company

Continue reading at AdAge.com

GhostTunes, which offers Mr. Brooks’s complete catalog of music for $30, also carries songs from other artists, including Brad Paisley and Maroon 5.

The greatest idea for a billboard has been realized: one made entirely of cake.

Actually, 13,360 cakes. British confectionary brand Mr. Kipling and agency JWT London are the geniuses responsible for this gift to the the world. Because they are benevolent leaders who understand how things should work, they let everyone lucky enough to be near the billboard, at a mall in London, also participate in the eating of the billboard.

That makes it even more perfect, because a billboard that disappears quickly is the best kind. It’s also even more selfless, because making a billboard out of 13,360 cakes is a feat that takes grand vision and steely perseverance—approximately seven hours worth of grueling cake assembly alone, even with the help of a professional food artist like Michelle Wibowo, whose credentials also include making a portrait of Prince William and Prince George out of 16,074 triangle pieces of Toblerone chocolate.

Other, less-conservative estimates place the total commitment required to build a single giant ad out of many small cakes at three days, plus two months of presumably painstaking design. Also assisting were other fine marketing companies like Outside Line, Carat, and Cirkle. Regardless, it is an infinitely more courageous move than a bus shelter ad that hands out a measly 500 Mr. Kipling cakes.

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Fortunately such Herculean efforts do not go unappreciated by passersby of strong character. “I really like the board because I love cake, and that motto quite fits me,” says one woman in a video about the giant cake ad. “Life is better with cake,” says the motto, which 72 percent of the U.K. population believes, according to Mr. Kipling’s surely bulletproof research, and also according to common sense.

So, let it be known that for anyone who does make a billboard henceforth, moral imperative dictates it should be made of cakes—perhaps cakes more delicious than Mr. Kipling’s cakes, which if they are anything like pre-packaged cakes in America, might not be the best cakes in the world. (These French pastries might be a good place to start.)

Some exceptions to the rule: A billboard that cleans the air is OK, because humans need breathable oxygen to eat cake; a billboard that condenses humidity into water, because humans might be thirsty after eating all that cake, even though milk would be a better companion; and billboards featuring exceptional art, in case someone needs something nice to look at while eating their cake, though such a student probably isn’t focused enough on the task at hand. 

But before anyone suggests making a billboard out of ice cream or pie, let’s just all remember that we are practical folk who only engage in civil debate about reasonable ideas—and also do not give rise to false hope.

Via The Drum.