Hasta La Creative!

AOL went unapologetically nerdy at its second programmatic upfront event last night, getting deep into its product in front of a room packed with marketers in downtown Manhattan.

The event was starkly different from the one AOL held last year, which essentially functioned as a pep rally for those working in programmatic advertising. This year, AOL Platforms chief technical officer Seth Demsey walked the crowd through the company’s programmatic platform, “ONE,” going slide by slide through the product’s interface. The words “data” and “optimization” were uttered frequently.

“This year is about product, it’s about execution,” said AOL CEO Tim Armstrong when asked afterward about the event. “If you take our average client or agency a year ago, they were maybe testing but … probably just considering what it was. This year, almost all of our clients and agencies are actually involved and they’re actually doing programmatic.”

Continue reading at AdAge.com

Nem só de tulipas – e de tudo que é  originalmente “cool” – vive a Holanda. Lá pelas bandas do rei Willem-Alexander tem também muitas outras flores, e um Flower Council para nos lembrar do efeito que elas têm sobre as pessoas.

Com criação da agência Kingsday, The Flower Effect parece ter sido fortemente inspirado em O Fabuloso Destino de Amelie Poulain – até certo ponto. Aqui, somos apresentados à protagonista Sophie, que ganha um buquê de um admirador secreto. Certa de que o responsável é o homem de seus sonhos, ela acaba sofrendo uma enorme desilusão.

É interessante notar que, feliz ou triste, o fato de Sophie carregar flores pela cidade provoca diferentes reações nas pessoas, como alegria e empatia, quando a garota precisa ser consolada. Filme fofo, que vale o play.

Post originalmente publicado no Brainstorm #9
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For a few years now, I’ve been speaking and writing a lot about Connected CRM, explaining how to build competitive advantage through targeted experiences that address customer needs and behaviors. Even in that brief amount of time, advancements in data, analytics and technology have propelled our ability to create more personalized engagements across media, channel and device. It is now possible to manage interactions at scale throughout the customer life cycle to optimize the value of customers and segments.

The key word is scale. The rapid digitization of media and channels has created a growingand constantly fragmentingnumber of highly dynamic and addressable audience platforms such as Google, Facebook and Twitter. More than 74% of online adults are active on these networks. The proliferation of these digital audience platforms has created an opportunity for marketers. Major brands are investing heavily in bringing scale to this addressability, and many are shifting their media spend in that direction. Just a couple of years ago you couldn’t target display or search at the individual level; but today, programmatic media buying is the norm.

To take advantage of these platforms, and to create relevant engagements with massive numbers of consumers, brands need to develop a new set of capabilities, tools, metrics and processes, as well as the skills to use them. A new breed of marketer is emergingthe Platform Marketerwho has a deep understanding of cCRM principles coupled with the knowledge and innovative vision to thrive in the ever-expanding digital audience platform environment. Because of the increased complexity involved in leveraging data, technology and analytics in this new era, the brands that are able to capitalize on addressability at scale will create sustainable competitive advantages.

Continue reading at AdAge.com

Anyone who says flying is a terrible experience hasn’t had a missing carry-on item returned by KLM’s lost-and-found delivery beagle.

Say what, you say?

It’s simple, says KLM: Its trained beagle traces the scent of left-behind personal effects—maybe a pink iPhone, or some headphones—and chases down the owner while he or she is still in the airport. Joy, gratitude and cooing abound, warming even the most frozen and incredulous jet-lagged souls (including more than 9 million YouTube viewers at last count).

Is this an excerpt from a 20th-century movie about a dog with a big heart who teaches people a thing or two about humanity? Nope, this is an ad by DDB & Tribal Worldwide for a Dutch airline, which is shrewd to pretend it employs a dog who will always be more genuinely happy to see you than any bipedal flight attendant, because the dog will hold out hope that you might reward its loyalty with a snack, but forgive you—or at least forget—if you don’t. (Before you hesitate to break off a piece of that beef jerky, don’t forget that dogs are people, too).

Too bad it’s all a sham, if a wildly popular one, designed to promote KLM’s obviously inferior humankind methods for returning lost items. In other words, it will leave you feeling cheated and disoriented, which at least is consistent with lots of flying experiences.

Haymarket Media Group is launching its leading advertising and marketing title, Campaign, in the US.

Uma das coisas mais sensacionais da internet é que ela permite que ideias simples e fantásticas tomem forma, fôlego e realmente venham a acontecer.

Esse é o caso da “Oficina de Coisas Banais Que Você Deveria Ter Aprendido na Infância, Mas Não Aprendeu”, que promete uma tarde inteira de reparos históricos na sua infância.

É ideal para quem não sabe ainda andar de bicicleta, ou nunca aprendeu a virar estrelinha, ou outras habilidades importantíssimas que desenvolvemos normalmente na infância, como aprender a assoviar com o dedo, fazer bola de chiclete, plantar bananeira, peidar com o suvaco (!), rebolar no bambolê ou até mesmo pular corda.

A organização do evento garante que variações diversas do pulo de corda estarão incluídas na programação – além do pulo solo, haverá também aulas sobre pulo coletivo, entrar no portal da morte, com um pé só, botando a mão no chão, dando uma giradinha e até indo para o olho da rua – além de outras oficinas completamente banais, mas que podem divertir o seu dia 12 de outubro.

Tudo isso deve acontecer no Parque Ibirapuera, em São Paulo, e a audiência promete ser grande – até o momento, quase 5 mil pessoas confirmaram presença no evento.

Vale destacar que a iniciativa é independente, e portanto cada participante precisa levar ou emprestar seus equipamentos, como a bicicleta, o bambolê ou chicletes. A programação das oficinas banais tem início à 1 da tarde do dia 12 de outubro. Ideal para adultos que querem celebrar sua criança interior, ou para pais que não tenham desenvolvido essas habilidades banais, mas queiram ensiná-las aos seus filhos.

Fica também a dica para marcas oferecerem alguns equipamentos banais básicos – bambolês, cordas e colchonetes podem ser bastante úteis para as atividades.

Post originalmente publicado no Brainstorm #9
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Office Depot has tapped Interpublic Group’s McCann and UM as its advertising and media agencies of record, the retailer said on Tuesday.

Office Depot, the product of a merger between Office Depot and OfficeMax last November, began the cross-agency review this summer.

Pile and Company supported the search.

Continue reading at AdAge.com

The deal, for $950 million in cash, is the latest, and largest, by Rupert Murdoch’s publishing arm as it seeks to add operations that stretch beyond newspapers.

Sainsbury’s suffered embarrassment this morning after a staff member accidentally put a poster in the window encouraging customers to spend 50p more – which was intended for staff eyes only.

Condé Nast, publisher of Vogue, Glamour and GQ, has made four key hires to its central digital team.