Hasta La Creative!

The World Series now reaching its climax closes out a 2014 season that is expected to deliver record revenue to Major League Baseball, in part driven by record broadcast rights deals from national and regional sports networks.

Yet all is not healthy with America’s pastime. In particular, baseball fans tend to be older than other sports fans and are getting older with each passing year. Roughly half the viewers during the 2013 World Series were over 55 and only 6% were under18.

Baseball’s challenges are not limited to viewership. Baseball youth participation is also declining by around 7% per year, which is faster than the 4% per year decline in all youth sports participation.

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The network is planning 10 episodes of a music/comedy/sketch show, based on the long-running British series “Ant and Dec’s Saturday Night Takeaway.”

Red Tettemer O’Connell + Partners is launching “Planet of Triumphs” — a new online community for Planet Fitness members to celebrate their accomplishements — with a digital and social campaign.

“Planet of Triumphs” was created with the insight that Planet Fitness’ “Judgement Free Zone” allows its members to accomplish feats both great and small that they might not have been able to do in a setting where they had to worry about how they would be perceived by others. Built on the “belief that every achievement deserves to be celebrated,” the community encourages members to share their stories and accomplishments while both giving and receiving encouragement from other Planet Fitness members. Members can submit their stories via photos and videos using a selection of templates and enter to win win weekly prizes and a chance to be named “Triumph of the Week.” Those who submit before December 16th could also be given a walk-on spot in a 2015 Planet Fitness commercial.

RTO+P introduces the program in the video above, in which Planet Fitness members share their stories. Their accomplishments range from getting on a treadmill for the first time to undergoing such a transformation that people no longer recognize you. The video celebrates these accomplishments while introducing “Planet of Triumphs” and emphasizing Planet Fitness’ all-inclusive mentality. The program is also being promoted through paid digital and social media. (more…)

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Outdoor advertising has not exactly been known for its innovations in audience measurement. But CBS Outdoor — now Outfront Media — is experimenting with new metrics from Dash Labs that promise to tell advertisers more about driver demographics, the types of cars they drive, and even where they were headed when they drove by a highway billboard.

The companies conducted a three-month test earlier this year that gathered 500,000 pieces of data about the people who drove by an outdoor sign near Los Angeles, according to Jamyn Edis, co-founder of Dash.

Now that most drivers cruise the highways with their phones in tow, new metrics could be on the horizon for outdoor advertisers. Dash Labs gathers data from people who use its Dash mobile app. The company pulls data from a small device — the same kind used in Progressive’s Snapshot program — that can be installed under the steering wheel of any vehicle made after 1996. Though typically used by mechanics to diagnose car problems, the devices actually track a variety of data points that can be valuable to drivers and corporations.

Continue reading at AdAge.com

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Advertising Agency:TBWA, London, United Kingdom
Chief International Strategy Officer:Adam Stagliano
Global Brand Leader:Peter Knowland
Creative Director:Sean Doyle, Walter Campbell
Copywriter:Sean Doyle
Art Director:Walter Campbell
Designer:Daniel Todd