Hasta La Creative!

JDA Software, a supply-chain-management and retail-planning software company, today launches a rebranding campaign with the tagline “Plan to Deliver.”

The campaign, developed with brand-strategy agency Lippincott, is designed to simplify the company’s mission and communicate its benefit to customers.

“The company has gotten quite large through acquisitions, so we are trying to synthesize our value proposition and help our customers understand the value that JDA brings — that was the mission,” said Kevin Iaquinto, exec VP-chief marketing officer at JDA Software.

Continue reading at AdAge.com

YouTube is trying to establish itself as a premium video service, which might mean adopting a freemium business model.

The Google-owned online video service is looking into the possibility of opening up an ad-free paid version of its service, YouTube boss and former Google ad chief Susan Wojcicki said at Re/code’s Code/Mobile conference Monday night.

“YouTube right now is ad-supported, which is great because it has enabled us to scale to a billion users; but there’s going to be a point where people don’t want to see the ads,” Ms. Wojcicki said on stage. People “will either choose ads, or pay a fee, which is an interesting model. We’re thinking about how to give users options.”

Continue reading at AdAge.com

It is expected to be the first on-air appearance for Mr. Gregory since he was replaced as host of NBC’s “Meet The Press” in August.

Can something as dry as smartphone-controlled appliances ever come across as romantic? 

Gadget brand WeMo and Crispin Porter + Bogusky think so, and they’ve created a rather elaborate video to prove it.

“The Big Anniversary Rig” is WeMo’s first consumer marketing push and features a house-spanning series of contraptions and romantic gestures celebrating a couple’s first year together. 

Owned by manufacturer Belkin, probably best known for its network routers, WeMo makes outlet adapters that allow you to control or automate your home’s electronics. It also partners with other brands to make slow cookers, coffee makers and other devices with its technology built in.

(By the way, the guy in this ad is indeed a terrible cook if his best dish is something called “beer battered ribs.” Pro tip, Dan: You don’t fry ribs, especially in a Crock Pot.)

After the jump, you can see some fake behind-the-scenes videos about “how Dan did it.” (Including slightly more realistic details on his not-actually-battered rib recipe.)

Even if you’re not a hopeless romantic who finds this level of branded affection adorable, you have to admit the concept is a good way to highlight quite a few ways to use the technology. If nothing else, most people would probably just like the idea of starting the coffee pot each morning while checking emails in bed.

Ninguém é obrigado a gostar das músicas do “Ok Go”, mas é preciso reconhecer o talento da banda em ser criativa para viralizar vídeos com coreografias surpreendentes.

O mais recente clipe da banda, “I Won’t Let You Down”, traz os músicos pilotando uma espécie de segway, acompanhados de mocinhas que dançam com guarda-chuvas. Aos poucos, o que parecia apenas uma dancinha coreografada se transforma, mostrando o potencial de transformar cada uma daquelas pessoas em uma espécie de pixel humano.

Contando com a ajuda de um drone para gravar as imagens bem do alto, a banda transforma a multidão que participa do clipe em um imenso ‘painel de LED humano’, exibindo imagens e mensagens com um abrir e fechar de guarda-chuvas, tudo sob a direção de Morihiro Harano, conhecido diretor japonês.

//

Como bem destacou David Pierce, do The Verge, você não precisa gostar da música para aproveitar o entretenimento das imagens. Se não gostar do som, assista no mudo, ou coloque qualquer outra trilha para tocar ao fundo.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Tumblr does appear to be taking a page from Facebook’s playbook as it angles to become a higher profile digital video destination among audiences and advertisers. Like Facebook, Tumblr has been able to boost the popularity of video on its site. The growth in video uploads to Tumblr now doubles photo uploads, the social network claimed. Also like Facebook, Tumblr and and its parent company have been trying to get YouTube’s top talent to post videos on their properties. And now, again like Facebook, Tumblr has enabled autoplay for its videos.

Since converting videos posted to Facebook to autoplay, that social network recently overtook YouTube in total number of monthly desktop video views. That’s a key stat for companies like Facebook that are looking to take on YouTube more directly. Seeing that a site’s audience is watching a lot of video spurs interest among content creators and advertisers. Similar to Facebook, Yahoo is looking to make a play against YouTube, and Tumblr figures to be a key player in its push for YouTube stars, as Ad Age and others have reported.

Even without YouTube talent, Tumblr could gin up advertiser interest by taking advantage of its parent company’s extensive footprint to satisfy advertisers’ reach demands. While Tumblr claims an audience of 420 million people, the combined Yahoo-and-Tumblr monthly audience crosses the magical 1-billion-person mark, as do Facebook’s and Google-owned YouTube’s.

Continue reading at AdAge.com

Some companies have tried to sidestep the problem by tapping the so-called metadata around an image such as captions and article text to understand its contents. But that’s not always reliable or as useful as knowing what a photo actually contains.

“We’ve done some research and found that 85% of the time textual data does not support the actual brands that are showing up in an image,” said Ophir Tanz, CEO of GumGum, an in-image ad company.

That’s why companies like Google and Yahoo are beefing up their ability to tackle the problem. This year alone Google, Yahoo, Pinterest and Twitter have each acquired companies that have developed technologies related to image recognition.

Continue reading at AdAge.com

Diplômée de l’Ecole des Gobelins, la jeune et talentueuse photographe Marine Billet a collaboré avec Hellena Burchard pour sa série « Night’s Projection » : 5 photographies de projection de formes géométriques lumineuses en anamorphose dans des paysages sauvages nocturnes. Sans aucune post-production, elle a créé les différentes formes qu’elle souhaitait sur Photoshop, au préalable. Une belle intervention de formes artificielles dans une nature qu’elle modèle.

The Radio Advertising Bureau has hired Lucy Barrett, the communications director at JWT, as client director.