Hasta La Creative!

Twitter CEO Dick Costolo said the company will unveil products to attract new users and others who don’t normally pay attention to the microblogging service, as it works to extend its reach beyond the base of regular users.

Mr. Costolo said Wednesday at the company’s first analyst day in San Francisco that Twitter will roll out an “instant timeline” to “remove all that friction for new users.” The product will let consumers see what’s going on on the site without having to first follow people.

The CEO also said the company is working on new mobile applications besides its Vine video-sharing app and added that more than 500 million people come to Twitter each month without logging in.

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U.S. agencies are a familiar sight in Amsterdam, where shops like Wieden & Kennedy and 72andSunny flourish, but SuperHeroes may be the first Dutch ad agency in Manhattan.

The Amsterdam agency is opening in the U.S. after winning Taiwanese PC challenger brand Asus as its first U.S. client.

SuperHeroes — founded in 2009 by managing director Django Weisz Blanchetta and executive creative director Rogier Vijverberg — will create the first U.S. campaign for Asus’ 2-in-1 Transformer notebooks, set to break before the end of the year. Asus was the world’s fifth-largest PC vendor by 2013 unit sales after Lenovo, HP, Dell and Acer, according to figures from Gartner.

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CenturyLink has named Arnold as its lead creative agency, following a review. We originally received tips about the appointment two weeks ago. At the time, no one commented on the lead, but today the agency confirmed the news to Adweek. Havas Worldwide also tweeted its congratulations to the (Havas-owned) Boston-based agency. CenturyLink spends approximately $90 million on media annually. Media buying and planning duties were not part of the review, and remain at Rochester agency Butler/Till.

Arnold’s Boston office will handle duties including digital and direct marketing, in additional to traditional advertising. Shirish Lal, chief marketing officer at CenturyLink, cited Arnold’s “strategic thinking and people” in choosing the agency over other finalists, who remain undisclosed.

“That’s the opportunity—to really build brand awareness,” said Pam Hamlin, Arnold’s global president, speaking of the lack of brand recognition for CenturyLink, despite the company’s $18.1 billion in revenue last year. “This really represents the next chapter of them as a marketer.”

Elliott Seaborn, a managing director at Arnold’s Boston office, will manage the account, while Group Creative Director David Register will be responsible for creative development. Arnold’s first work for CenturyLink is expected early next year.

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For $640 million, Yahoo expects to have bought its way back to growing its display advertising revenue for the first time in two years.

On Tuesday Yahoo said it has agreed to acquire BrightRoll, a company that specializes in automating the sale of video ads, enabling marketers to pick up pre-roll ads as easily as if they were a baseball card on eBay.

Not coincidentally, BrightRoll’s focus on video and programmatic at tech addresses the biggest weak spots in Yahoo’s advertising business: premium advertising and programmatic sales. Yahoo’s display advertising business, including video, hasn’t grown its quarterly revenue year-over-year since the third quarter of 2012. But Yahoo’s senior VP-advertising technology Scott Burke said the company expects to reverse that two-year slide next year — thanks to BrightRoll.

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Ad Age’s video series using kids to break down marketing jargon is back again, with a new installment taking on cookies.

See all the Explain It Like I’m Eight videos — on topics including viewability, programmatic ad tech and ad fraud — right here.

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Fabian De Lange est un graphiste et typographe hollandais travaillant en freelance à Heerlen. Du branding de Wanderlust à British Airways en passant par MTV, découvrez ici une sélection de son splendide travail totalement dans l’air du temps.

Diamond Foods has selected San Francisco-based integrated, independent agency Duncan/Channon as agency of record for its Pop Secret and Diamond of California nuts brands, following a competitive review.

The agency will lead branding, advertising strategy, creative and media efforts for the brands. Duncan/Channon will also be tasked with creating a new brand platform and national campaigns “designed to support Diamond Foods’ focus on building and energizing its premium snack food and culinary nut brands.” These campaigns will feature both traditional and non-traditional components, such as social media, and will be informed by the agency’s brand strategy department. Initial campaigns focusing on Pop Secret and Diamond of California are expected early next year.

“We were very impressed by the ideas and creative presented by Duncan/Channon, but it was the team itself that clinched this decision,” said Burke Raine, vice president of marketing, snacks, at Diamond Foods. “There’s something special going on at this agency and we can’t wait to put our teams together to build on the great momentum across the Diamond brands.

New Career Opportunities Daily: The best jobs in media.

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Passion Pictures’ New York studio has hired Saschka Unseld as creative director, and as a director on Passion’s roster for worldwide commercial representation. Unseld joins from Pixar where he wrote and directed the short film “The Blue Umbrella”, which preceded ‘Monsters University’ in theater screenings around the world. During his time at Pixar, he also worked as cinematographer on features including “Toy Story 3,””Cars 2” and “Brave.” Born in Hamburg, he set up animation company Studio Soi, which earned Oscar and BAFTA nominations for short film “The Gruffalo,” before he joined Pixar.

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