“We don’t do much consumer research,” Beats CMO Omar Johnson told Ad Age’s Natalie Zmuda at the Ad Age Digital Conference in New York last week. Here’s why a company that successful doesn’t feel the need — and what it does instead.
Read more Ad Age Digital Conference coverage right here.
With more screens and devices than ever, there’s no stopping today’s consumer technology revolution. But without a new data management strategy, you won’t benefit from it, either. Like kings and queens of old, you’ll be left to wonder how so much power got into the hands of so many, and how it happened so fast. Your business will be, well, history.
Why the Storm Is Brewing
To stay ahead, marketers need a new approach to managing consumer interactions across every channeland, most importantly, to being personal. What’s needed today isn’t your grandfather’s version of personalization, such as product recommendations on a site you have a purchase history with. Instead, this new type of personalization hinges on consistently accurate consumer identities across every channel on any deviceeven when the user isn’t authenticated.
Pepsi will soon launch a new cola made with real sugar and lime juice that is aimed squarely at Hispanics. The line extension, called Pepsi Limon, will hit stores beginning May 18 in Chicago, California, Arizona, New Mexico and Texas.
If it sounds familiar, that’s because PepsiCo has tried similar products in the past around the world. A few years ago in the U.S., the marketer sold Pepsi Lime and Diet Pepsi Lime, but those versions have since been discontinued, according to a spokeswoman. Pepsi Twist is still available in Latin America. Diet Coke sells a lime version that includes citric acid.
Pepsi Limon is made using real lime juice and cane sugar, unlike the previous U.S. version that was artificially flavored. The idea came from an internal Latino/Hispanic employee group called Adelante, whose mission is to create a diverse culture within PepsiCo.
Kate Parker, une photographe américaine, est l’auteure du projet photographique « Strong is the New Pretty », dans lequel elle documente les vies enfantines et insouciantes de ses deux petites filles et ses amies. Cette série s’attache à montrer les filles telles qu’elles sont, sans stéréotypes ou pression sociale superficielle ; elles sont fortes, bruyantes, joyeuses, naturelles, courageuses, épanouies et c’est ce qui fait leur beauté.
Yahoo will make its formal pitch for advertisers’ digital video budgets next week during its NewFronts presentation. But the portal is also making a play for that money this week.
Yahoo is rolling out new so-called native video ads that will play automatically on mute and appear on its home page, digital magazines like Yahoo Food and Yahoo Beauty and its mobile apps.
While billed as a new ad format, Yahoo’s native video ads appear to be more of an offshoot of the first native ad unit, called Stream Ads, that the company launched under CEO Marissa Mayer. Those stream ads are image-and-text entries that appear within its sites’ content feeds and look roughly the same as the image-and-text article entries also included in those feeds.
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L’Officina Naturale
Advertising Agency:Y&R, Milan, Italy
Executive Creative Director:Vicky Gitto
Creative Director:Mariano Lombardi
Art Director:Andrea Giovannone
Photographer:Michel Lecorbusier
C’est à Paseo de la Castellana, en plein coeur de Madrid, que la firme d’architecture anglaise AECOM a conçu les nouveaux bureaux de Sony Music, avec des touches de couleurs vives et un style plus moderne. Le bâtiment comprend un auditorium dans lequel des concerts, brainstormings entre collègues et événements festifs peuvent avoir lieu.
(TrendHunter.com) Elle Brazil’s April 2015 cover story celebrates the season’s vibrant indigo fashions and boasts a wardrobe of urban apparel. Model Devon Windsor stars in the shoot and is captured by…
Category: Beyond Madison Avenue
Summary: As we’ve continued to learn more about how people operate, we determined that gaps of information exist between parties that, in other cases, should be on the same plane.
The gap between businesses and consumers, though not generically quantifiable, can be displayed when we ask about certain topics.
PBS is conducting an internal review following revelations that producers of “Finding Your Roots” may have violated the network’s editorial standards after a request by Ben Affleck that the program not reveal he had a slave-owning ancestor.
(TrendHunter.com) The MiaMily HIPSTER is baby carrier that takes the form of an innovative back-supporting belt fitted with an integrated seat for your baby. The HIPSTER lets you carry your little prince or princess…
Two billboards near the home ballpark of the New York Mets that plea for the teams current owners to sell the baseball club are garnering a lot of attention. But what the team wants passersby to notice is its own massive, new billboard. Perched in a parking area at Citi Field and viewable from the Whitestone Expressway, the 54′ by 40′ behemoth stands 90′ high and is one of several new ad opportunities the team expects to generate additional revenue this season.
The billboard space, available for $15,000 per-side for a four-week period through Mets partner Clear Channel, along with a new sponsored tech-centric suite and LED signs in the stadium should reap millions in sponsor revenue for the team in 2015.
The two other billboards, paid for by a fan and his Kickstarter campaign, are only bringing the Mets organization grief. They reference Mets team owners Fred Wilpon, Jeff Wilpon and Saul Katz, pleading for them to “Sell the Team.”
The network TV upfronts are an important time of year for top marketing executives. We asked five of them — Peter DeLuca, senior VP-brand and advertising, T-Mobile; Laura Henderson, associate director, U.S. media and communications, Mondelez International; Matt Jauchius, exec VP-CMO, Nationwide; Michele Schuh, media director, Old Navy; and Tim Sullivan VP-media, Wendy’s — how they will be spending the week.
What does your schedule look like during upfronts?
DELUCA: While I personally won’t be attending the upfronts, my team has a very aggressive schedule planned, and on average we typically attend 80% of the presentations.
Nike FuelBand may have fizzled out, but luckily the Joe Boxer Inactivity Tracker is here to take its place.
Kmart is promoting its Joe Boxer pajamas with a new digital bracelet that’s just like any of the other quantified-self fitness pieces on the market, only instead of making you feel guilty for missing your workout, it will celebrate you for it.
The brand is giving away the devices with select pajama purchases while supplies last—an accompanying app rewards extended sloth with badges like “Cryogenic” and “You rock!” (in this case, meaning the noun first, and the adjective second).
Even if you don’t snag one of these hot ticket items, you can enjoy the hourlong launch ad below—a window into the “2015 Joe Boxer Lounger Games,” where two guys sit in recliners trying to move as little as possible.
It really goes all in—purportedly focusing on the ninth hour of the fierce completion—and delivering 60 minutes of impressively inane announcer commentary, which makes it just like any other sport, really. (There are plenty of amusing tidbits mixed in if you skip around. Or if you have the stamina to watch all the way through, presumably, you can also tune back in for hour 10 on ESPN 35.)
The whole FCB project pokes some excellent fun at the tech-driven zeitgeist, and the world can always use more paeans to laziness. But any real pro couch potato will tell you it’s better to skip the long pants altogether, especially with summer coming up fast.
L’artiste italien, Marco Grassi, peint des portraits hyperréalistes qui s’aventurent dans le domaine du surréaliste. Alors que ses sujets sont principalement des jeunes femmes, l’artiste y ajoute une curieuse touche de surréalisme, chaque portrait s’écartant alors de la grâce habituelle pour laisser place à une beauté qui permet d’appréhender l’oeuvre sous plusieurs angles.
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