Hasta La Creative!

Marketers specializing in mobile no longer have to fight for scraps: mobile has become a part of client budgets. Now, it needs to get much better.

That was the consensus from the opening panel for a day-long industry conference, organized by IAB, Facebook and Nasdaq at the Mobile World Congress. Media executives offered common critiques of mobile ads — dull banner ads, shoddy creative and inadequate metrics. But they also suggested the format was shifting from interruptive ads to more contextual campaigns, such as those that incorporate data from connected devices — and that’s what they’d like to see more of.

“In our industry, we mistakenly think that every place is a place to put an ad,” Mike Parker, global chief digital officer, McCann Worldwide, said on stage. He mentioned messaging apps, which draw increasingly more consumer attention, as an example. “Not every place is a good place to connect. You need to understand the consumer journey.”

Continue reading at AdAge.com

Nick Brien, the advertising executive who formerly led McCann Worldgroup, is joining digital-marketing agency iCrossing as its CEO.

Hearst Corporation, parent company of iCrossing, told staff of Mr. Brien’s hiring this morning. His appointment, effective immediately, includes a new role at the parent company: president of Hearst Magazines Marketing Services

Mr. Brien is a seasoned agency executive, with several tours of duty as CEO at Interpublic Group of Companies’ largest ad agencies, including Mediabrands and Universal McCann. Prior to IPG, he was an executive at Starcom MediaVest.

Continue reading at AdAge.com

Category: Career Oxygen
Summary: Mark Twain said, “Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.”

While this quote is inspiring and easy to say, in reality it can be harder to actually implement, as we all know.

(TrendHunter.com) In the winter, people are more likely to stay indoors than brave the cold, which is definitely reflected in these March 2015 food ideas. It may or may not be a case of cabin fever, but people are…

What would you do if you were walking through a well-lit shopping mall and your shadow suddenly turned into Donald Duck? It might be enough to strike panic into the heart of any reasonable person. Is it time to go on a diet? When did things get so wildly out of hand? Is this an acid flashback?

But a new reality-style video from Disney—promoting Disney Parks—finds a string of shoppers seeming to have a pretty great time when silhouettes of the company’s classic cartoon characters start stalking and mimicking them from behind a backlit set of doors.

It’s very charming, especially for the kids in the audience, and the young-at-heart—because who doesn’t want to be Buzz Lightyear?

At least some of the reactions are likely staged, but it almost doesn’t matter—they’re entertaining either way. One very serious businessman balks then smiles at the notion that he’s “getting shadowed by a Goofy.” One sane woman shakes her head no, backing away, terrified, saying “I’m good,” when Snow White’s evil queen offers up a poisoned apple.

But the stunt is perhaps most delightful when a grown man tries to catch a shadow football thrown by a shadow dog. (It’s least convincingly spontaneous when Minnie Mouse crushes a teenager in a dance-off.)

Regardless, it’s a testament to the iconic status of the characters (most of the silhouettes are proper, easy-to-recognize brands in their own right). And it certainly gets across the idea of good, family-friendly fun. As much as you might want to, hating Disney characters (or at least, hating all Disney characters) is like hating puppies and sunshine—you just can’t do it.

Très sensible au charme et aux courbes des femmes, le photographe Tim Wu nous livre de sublimes portraits de jeunes femmes évoluant dans un univers gris ou bleuté. Il décrit avec sensibilité des moments simples et sensuels, ou capture des mises en scène plus inattendues encore.

Conçu en collaboration avec la designer danoise Cecilie Manz, B&O PLAY de la marque Bang & Olufsen dévoile un haut-parleur portable intitulé Beolit 15. L’appareil est la suite logique du Beolit 12. « Less is more » sont les maîtres mots de ce produit minimaliste en apparence et très performant techniquement.

Le photographe Matthew Emmett est derrière le projet de photos Forgotten Heritage : il parcourt l’Europe à la recherche d’architectures et de coins abandonnés, vides et oubliés. Il considère tous ces sites industriels comme des vestiges cachés de l’architecture, comme un héritage à préserver de la même manière que les ruines.

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Madison Avenue has helped the U.S. government fight everything from wartime foes to teen smoking. But now that Washington is locked in conflict with ISIS, a deadly enemy with sophisticated propaganda skills, adland seems very far from the front. Where are the country’s best communications professionals during the propaganda battle of our time?

Many have ideas to help, even for a conflict that doesn’t lend itself to traditional communications strategies, but the government so far has been tentative.

Richard Stengel, undersecretary for public diplomacy and public affairs and head of a State division charged with waging the communications fight against ISIS, said he has had informal contacts with marketing professionals.

Continue reading at AdAge.com

Como falar do Oscar sem falar propriamente do Oscar? Maron e Luciana comentam os assuntos que emergiram da cerimônia, deixando de lado comentários mais elaborados sobre quem venceu o quê.

Primeiro usam a vitória do filme “Citizenfour” (Categoria Documentário em Longa Metragem) para discutir obras que falam da realidade usando truques da ficção. Estamos tão treinados por uma vida midiática que estaria ficando mais e mais difícil manter o interesse por narrativas naturalistas?

O outro tema é a profusão de discursos engajados. Parece que ganhar o maior prêmio da indústria cinematográfica é a plataforma perfeita para artistas mostrarem o quanto são altruístas. É um ato generoso ou apenas autopromoção?

Zing! é um podcast que leva cultura pop a sério. São conversas profundas sobre assuntos aparentemente banais.

Ouça!

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