Le bureau Zaha Hadid Architects a imaginé le projet d’une grande zone d’habitations à Monterrey au Mexique s’organisant comme des pièces rectangulaires emboîtées les unes dans les autres. Les appartements seront lumineux grâce aux larges baies vitrées. Les espaces communautaires y seront nombreux avec un parc de trente mille mètres carrés. La première étape de construction sera achevée en 2018.
Ace Hardware has named O’Keefe, Reinhard & Paul its new agency after a review.
Omnicom’s GSD&M had been the lead agency on the account since 2009, though the the agency did not participate in the review. According to people familiar with the matter, finalists in the review were Interpublic’s FCB, Escape Pod, OKRP and Schafer Condon Carter, all in Chicago, not far from the company’s Oak Brook, Ill. headquarters. There was no search consultant involved in the review.
Jeff Gooding, senior director of consumer marketing and advertising at Ace said that the marketer chose OKRP, in part, because of its small business mindset (the shop is a two-year-old startup), which he said matches that of its store owners, who have some 4,400 U.S. locations. “Their insights and creative were strong and straightforward, and we’re a straightforward company,” he said. He also noted that the agency took the time to understand the company’s culture, which is based on being a source of advice for consumers who like do-it-yourself home improvement projects.
In the wake of its recent Procter & Gamble win and the subsequent promotion of leads Tamara Ingram (formerly group EVP/executive managing director) and Debby Reiner (former EVP/group director) to top positions, Grey New York announced a larger structural change today: its New York-based operations will split into five “portfolio groups” of accounts.
These groups will be (loosely) organized by client industry, and each will be led by a different Grey executive.
According to Michael Houston, who is now CEO of Grey North America, the move is about more effectively organizing what has “become a big agency” by “shaking up the status quo.” The idea is that the groups will effectively operate as their own units and that each will be roughly equivalent in size as determined by the revenues of the clients involved.
Our readers will be very interested to know that the ECDs and other staffers on each creative account will report directly to their respective group leaders.
Here’s the memo from Houston, who assures staffers that none of their jobs are in danger:
From many perspectives Grey is at the top of its game: second year in a row as Global Network of the Year, fifth year in a row on the A-List, most-awarded New York agency at Cannes, and record growth for six years in a row. But for those of you who have been with us on this multiyear journey, you know we didn’t get to where we are today by being satisfied with the status quo.
We’ve doubled in size in just a few years and we’ve become a big agency, with all the opportunities and challenges that come with it. So, we’re shaking up the status quo in a way that will help us maximize the opportunities while minimizing the challenges with a new structure that will let this big agency act like a small one — quick and nimble with Famously Effective creativity at its core.
To facilitate deeper collaboration among departments and disciplines, to dramatically increase our speed in all facets of our business and to maintain better quality control of our work, we are restructuring the agency into five Portfolio Groups. Each Portfolio Group will hold $30M+ of aggregated client P&Ls, grouped to leverage shared client and business sensibilities wherever possible. In the case of P&G, our NY portfolio will be led by Deb Reiner, who was recently promoted to President, Grey/Global P&G; she will also add Kellogg’s and Pandora to her portfolio. Depending on the size of the other portfolios, they will be led by a Managing Director or Partner, with Managing Directors leading the larger Groups.
Speaking of Managing Directors and Partners, I’m thrilled to announce the promotions of Jane Reiss and Chris Ross to the newly created position of Managing Directors, and Jason Kahner to Partner. Watch for announcements further celebrating them and their well-deserved promotions.
Each Portfolio Group leader will be responsible for the overall business health of their respective accounts and will lead a team of senior leaders (EVPs, ECDs, ESDs, Finance Directors, and additional partners from other disciplines) to ensure we are delivering the best solutions to our clients as quickly and efficiently as possible.
The following outlines the portfolio distribution and respective Portfolio Group Leaders:
Deb Reiner, President, Grey/Global P&G
Jane Reiss, Managing Director, Grey New York
Chris Ross, Managing Director, Grey New York
Millicent Badillo, Partner, Grey New York
Jason Kahner, Partner, Grey New York
Portfolio A: Deb Reiner
Kellogg’s: (Pringles), P&G: (Art of Shaving, Braun, Clairol, CoverGirl, Downy, Febreze, Gillette, Pantene, Venus), and Pandora
Portfolio B: Jane Reiss
3M, American Egg Board, Canon, Darden: (LongHorn Steakhouse, Olive Garden), Hasbro, Nestle: (Haagen Dazs, Lean Cuisine), One World Observatory, Papa John’s, The J.M. Smucker Company: (Folgers, Smucker’s), TJ Maxx, and Whitney Museum of American Art
Portfolio C: Chris Ross
Allianz, Ally, Bosch, Diageo: (Crown Royal, Ketel One), DIRECTV, Emirates, Hess, Marriott, Pfizer: (Advil, Robitussin, EmergenC, Advil Cold), UPMC, and Volvo
Portfolio D: Mil Badillo
Ferring Pharmaceuticals: (Prepopik), Lilly: (Cialis, Dulaglutide, Basaglar, Eva, Ixe, Bari, Abema, Axiron) and Relypsa (Veltassa)
Portfolio E: Jason Kahner
AARP, Allergan, Bausch & Lomb, Boehringer-Ingelheim, GE, GSK: (Abreva, Beechams/Coldrex, Biotene, Breathe Right, Tums/Eno, Polident, Poligrip, Pronamel, Sensodyne), HSBC, National Parks, NFL, and Turner/TNT
By now, you’re probably wondering what this new structure means for you, and I can assure you that any changes will be for the better: greater emphasis on quality control, faster escalation and resolution of issues, streamlined decision-making and deeper and more meaningful talent management.
Finally, and importantly, the Portfolio Groups will all continue to share our Grey business priorities and values with singularity. We’re all still Grey, arguably the best agency in the industry, on our way to even greater success, and the Grey Portfolio Groups will help us deliver Famously Effective faster and more efficiently.
We can discuss the Portfolio Groups at our next SRO. Similarly, we intend to elaborate further on the Portfolio structure at our next Town Hall in September when we will also discuss our multiyear vision for the agency and unveil some exciting new initiatives at Grey.
Michael
You get all that?
To celebrate the launch of Carl’s Jr.’s new Most American Thickburger — a monstrosity of a burger containing a split hot dog, Lays kettle cooked potato chips and American cheese* atop a charbroiled 100 percent Black Angus hamburger patty — 72andSunny created a tongue-in-cheek 30-second spot entitled “The Most American Thing Ever,” featuring Sports Illustrated swimsuit model Samantha Hoopes for the brand’s requisite casual sexual objectification.
“What’s more American than a cheeseburger?” the voiceover asks at the beginning of the ad (at least they didn’t ask, “Is there anything more American than America?”), with the rest of the spot providing the answer. As it turns out, the “Most American Thing Ever” is Hoopes (wearing an American flag bikini) eating a Most American Burger in a hot tub, in a (red white and blue) pickup truck, driven by an American bull rider, on an aircraft carrier overlooking the Statue of Liberty. 72andSunny’s over the top approach tones down the brand’s usual skin-flashing ever so slightly to make room for fighter jets, pickup trucks and fireworks. The patriotism overload of “The Most American Thing Ever” will make its broadcast debut June 1st, “sandwiched between two of America’s most patriotic holidays, Memorial Day and Independence Day.”
*Because, in the words of Hank Hill, “Nobody makes cheese like the Americans.”
Credits:
Client:
CKE- Carl Karcher Enterprises
Chief Executive Officer – Andy Puzder
Chief Marketing Officer – Brad Haley
SVP, Product Marketing – Bruce Frazer
Director of Advertising – Brandon LaChance
VP, Field Marketing, Media & Merch – Steve Lemley
Director, Product Marketing & Merchandising – Christie Cooney
Product Marketing Manager – Allison Pocino
Director of Public Relations – Kathleen Bush
72andSunny Team
Chief Creative Officer: Glenn Cole
Group Creative Director: Justin Hooper
Group Creative Director: Mick DiMaria
Creative Director/Designer: Tim Wettstein
Creative Director/Writer: Mark Maziarz
Designer: Ryan Davis
Jr. Writer: Reilly Baker
Group Strategy Director: Matt Johnson
Strategist: Eddie Moraga
Group Brand Director: Alexis Coller
Sr. Brand Manager: Abigail Rutkowski
Brand Coordinator: Kristyn Kazanjian
Director of Film Production: Sam Baerwald
Executive Film Producer: Molly McFarland
Sr. Film Producer: Juliet Diamond
Film Producer: Brooke Horne
Jr. Film Producer: Kira Linton
Film Production Coordinator: Taylor Stockwell
Business Affairs Director: Amy Jacobson
Business Affairs Manager: Maggie Pijanowski
Business Affairs Coordinator: Calli Howard
Production Company: Harvest
Director: Bakter Smith
Co Founder/Exec PRodcuer: Bonnie Goldfarb
Executive Producer: Rob Sexton
Head of Production: Niko Whelan
Producer: Vincent Oster
Editorial: Rock Paper Scissors
Editor: Christjan Jordan
Executive Producer: Angela Dorian
VFX: Jamm Visual Inc.
VFX Supervisor: Jake Montgomery
VFX Supervisor: Andy Boyd
Producer: Asher Edwards
Telecine: Beach House
Colorist: Mike Pethel
Producer: Denise Brown
Audio: On Music and Sound
Composer: Chris Winston
Sound Design: On Music and Sound
Composer: Chris Winston
Of all our body parts, we humans objectify breasts as the most inherently feminine, right? They serve a utilitarian purpose, sure, but they’re also soft and sexy and men don’t (typically) have them.
But what happens when you undergo a double mastectomy to beat cancer, and then you opt—as nearly 58 percent of women do—not to have breast reconstruction surgery? Are you somehow less feminine? The answer is obviously a resounding no, and that’s what a new ad campaign from gender-neutral underwear company Play Out is looking to communicate.
The campaign features three proudly breastless women—Emily Jensen, Jodi Jaecks and Melly Testa. Play Out partnered on the campaign with support group FlatTopper Pride, which Jensen founded.
“Our dear friend Emily Jensen, who started FlatTopper Pride, was diagnosed with breast cancer when she was 31 years old,” Abby Sugar, Play Out co-founder and designer tells AdFreak. “After having a double mastectomy, Emily shared photos of herself on Facebook, on vacation, topless and flat. These were very powerful, strong images, and even though we knew Emily as a dear friend, we didn’t know how much she went through daily as a breast cancer survivor. Not only that, but as a person who stood out against society’s expectations of feminine beauty and the dominant narrative of reconstruction after mastectomy.”
Sugar adds: “We wanted to help her not only show that you can be yourself, no matter your gender presentation, but get the word out about FlatTopper Pride, a space for LGBT people dealing with breast cancer and breast removal to find support. Emily, Jodi and Melly all have unique stories about their treatments and their experiences post-mastectomies. Emily brought Jodi in to tell her story, and introduced us to Melly here on the East Coast. We were extremely inspired by all of them.”
Play Out also points to FlatTopper Pride, where the women featured share their stories.
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.
Among the new releases, Outback Steakhouse premieres its Filet Mignon Portobello, and McDonald’s releases number 15 in its 25 spots featuring Max Greenfield. This time, the “New Girl” star is hawking the Steakhouse Sirloin Third Pound Burger in a creamy peppercorn sauce (which his “New Girl” character Schmidt, an intense foodie, surely wouldn’t consume).
In a Lowe’s spot, a woman’s neighbors challenge her assertion that her new Samsung washing machine can pretreat and help remove stains. Grass, pie and chili are no match for the washer, the woman says. “What about this?” a neighbor asks, dumping iced coffee on herself.
Everyone hates drab PowerPoint presentations — unless, of course, that drab presentation is Mary Meeker’s Annual Internet Trends Report. The famed venture capitalist presented her deep dive into tech trends on Wednesday morning, deploying 197 slides while promising to break down the things technologists need to know about the state of the world in 2015.
You can see the full show from Re/Code’s Code Conference here. Below, here are Ms. Meeker’s presentation condensed to the nine most interesting slides.
It’s Still Morning in America for Tech
Last year, FCB Brasil teamed up with language school CNA for “Speaking Exchange,” a program which brought together English students in Brazil with Americans living in retirement homes. This year the agency teamed up with Culver City, California-based pizza parlor Bella Vista Pizzeria to once again provide CNA students with real-world English speaking experiences.
The agency utilized a technology that allowed them to intercept calls from patrons ordering pizza from Bella Vista Pizzeria and transfer them to students at CNA, who then fielded the orders. Customers were given the option to ask for a regular carry-out order, or receive a discount (based on the length of the phone call) for talking to a CNA student. If they spent enough time on the phone, customers could even receive a free pizza. Students then sent the orders back to a printer at Bella Vista over the Internet, who got the pizzas in the oven while customers were given the option to continue speaking with the students to add to their discount. While it may lack the heartwarming qualities of last year’s “Speaking Exchange,” it’s still a clever way to provide real-world English speaking experiences to CNA students. And with the potential for customers to earn a free pizza, it’s really a win-win for everybody.
Credits:
Advertised brand: CNA
Advert title: Hello Pizza
Product: English School
YouTube Link: https://www.youtube.com/watch?v=waqIuNFcZfY
Advertising Agency: FCB Brasil, Sao Paulo, Brazil
VP Creative Directors: Joanna Monteiro and Max Geraldo
Digital Creative Director: Pedro Gravena
Creative Directors: Adriano Alarcon and Carlos Schleder
Copywriter: Alessandra Muccillo and Lui Lima
Art Director: Andre Mancini and Rômulo Caballero
CREATIVE TECHNOLOGIST: Márcio Bueno
Digital Production: Bolha
Project Manager: Lia D’Amico and Suelen Mariano.
Information Technology VP: Gerson Lupatini
Account: Mauro Silveira, Alec Cocchiaro, Pedro Führer, Diogo Braga and Thiago Figueiredo
Planner: Raphael Barreto, Frederico Steinhoff, Alice Alcântara and Stephanie Day.
Media: Alexandre Ugadim, Cris Omura, Rafael Amaral, Monica Oliveira, Aline Lins and Camila Oliveira
RTV: Charles Nobili and Ricardo Magozo
Production Company: Crash of Rhinos
Director: Miguel Thomé
Co-Direction: João Luz
Photographer: Marcos Ribas
Account Production Company: Diego Melo and Mary Lacoleta
Editor: Miguel Thomé
Sound Producer: Cabaret
Editor: Guilherme Azem
Account Sound Producer: Cayto Trivellato
L.A. Producer: EAT (Entertainment, Art, Talent)
Client Supervisors: Luciana Fortuna, Nicadan Galvão e Ricardo Martins
We find this new work from AlmapBBDO of Brazil interesting for a couple of reasons: it features the music of Colin Stetson and it highlights the challenges of journalistic credibility for client Veja News.
In another twist, the work deals with the issue at hand through metaphor involving the work of a visual artist.
The idea: the more layers of communication between a “source” and the person who delivers the source’s messages, the further from reality the final product will be.
The release tells us that the ad “aims to show how information gets distorted as it traverses mediators” just as each reproduction of a given piece of art will be further from the original. It’s a very roundabout way of making the point, which is appropriate given the nature of the campaign’s purpose.
ECD Bruno Prosperi says:
“One by one, each artist’s interpretation of what they saw had gradually fled from the concept of the original image.”
The work is currently airing on the client’s digital media channels and in theaters around Brazil.
Credits
Advertiser: Editora Abril
Title: “Distorted Fact”
Product: VEJA
Co President of the board: Marcello Serpa
Chief Creative Officer: Luiz Sanches
Executive Creative Director: Bruno Prosperi, Renato Simões
Creative Director: Bruno Prosperi, Andre Gola, Benjamin Yung Jr, Marcelo Nogueira, Pernil
Copywriter: Cesar Herszkowicz,
Art Director: Luciano Lincoln
Producers: Bossa Nova Films
Executive Producer: Eduardo Tibiriça
Producer Account Executive: Kiska Kaysel and Renata Prado
Direction: Vitor Amati
Photography: Walter Carvalho
Editor: Oswaldo Santana
Finish: Bossa Nova Films
Finisher: Rosana Felix
Audio Producer: Satelite Audio
RTVC: Vera Jacinto, Diego Villas Boas, Adriana Kordon, Fernando Yamanaka
Account Executive: Fernanda Antonelli, Mariana Silveira, Beatriz Almonacid
Planning: Cintia Gonçalves
Media: Wanderley Jovenazzo, Denise Lavezzo, Juliana Monte, Kauê Cury, Livia Novaes, Rogério Beraldo
Photography Coordinator: Teresa Setti and Stephanie Biekarck
Approval: Rogério Gabriel Comprido, Simone Sousa, Ícaro de Freitas, Rafael Cescon
If you’re a cleaning brand, you’d better have your house in order—which means making your social media feeds as spotless as possible. French brand Spontex has done just that on Twitter, with a whole feed of white space.
Actually, though, the brand somehow hid images in that white space, which you can discover by clicking on the tweets. (Try it on the embedded posts below.) A fun idea from ad agency Kids Love Jetlag in Paris.
— Spontex (@SpontexFrance) May 26, 2015
— Spontex (@SpontexFrance) May 26, 2015
— Spontex (@SpontexFrance) May 26, 2015
Le photographe David W. Cerny, de l’Agence Reuters, a couvert la Get Rainbowed Run de Prague le 23 mai 2015. Sur le même principe que la Color Run, les participants sont couverts de poudre de couleur durant leur parcours sur cinq kilomètres. Cela offre des clichés atypiques et hauts en couleurs.
La photographe allemande Katharina Jung, dont nous avons déjà parlé sur Fubiz, est en train de faire un road-trip sauvage à travers la Nouvelle-Zélande avec un appareil photo en bandoulière. Elle partage ce qu’elle voit, les personnes qu’elle rencontre et les moments de joie. Une quête d’elle-même à découvrir en images.
“We are really excited to be working with Stephen,” says Accomplice Media executive producer Mel Gragido. “We’re big fans of his comedic stylings and are impressed with his talent for working with actors. We feel confident that we can create new opportunities for him in the rapidly changing landscape of our business.”
“We couldn’t be happier to join forces with Stephen,” adds Executive Producer Jeff Snyder. “He is very talented and able to bring out the best in projects through his vision and the relationships he builds with creatives and clients.”
For his part, Pearson says he welcomes Accomplice’s enthusiasm. “Joining Accomplice is a good move for me,” he observes. “Mel and Jeff have a very good sense of the advertising market today, and where the opportunities are for the work that I do. I like their aggressiveness and the commitment they make to their directors. They’re producing very fresh work and I’m excited to add to it.”
Most recently with @Radical Media, Pearson traces his interest in comedy advertising to his early days as an agency creative. He worked variously as a creative director, art director and writer for Merkley & Partners, Goodby Silverstein and Partners, Mad Dogs and Englishmen and Dweck & Campbell.
He moved behind the camera via Hungry Man and quickly established himself as a brilliant comic storyteller. Using improvisation and an inspired touch for casting, he produced work that stands out because people believe what’s happening in front of the camera. His short film for JC Penny, Return to the Doghouse, picked up a number of awards including a Lion at Cannes. His risky spots for the Republican National Convention received a Silver Pencil at the One Show and his spot for Bizarre Foods received an Emmy nomination. He is also the recipient of awards from One Show, D&AD, AICP, New York Art Director’s Club, Communication Arts, ADDY and Clio.
“I focus on bringing out the truth of the situation,” Pearson says. “There is a perfect word: verisimilitude. All great art, writing, films, stand-up acts and even cartoons have this. Verisimilitude exists in great advertising too. When given the opportunity, I try my hardest to make sure the truth comes through.”
For more information about Accomplice Media, visit http://www.accomplice-media.com/
Lowe Campbell Ewald — who, of course, earlier this month merged with Mullen to form Mullen Lowe Group — created a new spot for Milk Processor Education Program (MilkPEP) featuring soccer star Kelley O’Hara, entitled “Take It Away.”
The spot follows “The Art of Rebounding,” featuring NBA rebounding master Kevin Love, which kicked off the latest iteration of the agency’s “Built With Chocolate Milk” campaign for MilkPEP. In the spot, O’Hara comes across a group of men playing soccer in the park. When they accidentally kick the ball her way and ask her to return it, they have no idea what they’re in for. O’Hara schools the group, passing an entire field of defenders to show them how it’s done. Like its predecessor, the ad promotes chocolate milk as containing “nutrients to refuel, protein to rebuild – backed by science,” with O’Hara crediting the drink for helping her build “anticipation, focus, execution.” In addition to the broadcast spot, which makes its debut June 1st and will run in 15 and 30-second iterations, the effort also includes print and digital executions.
Credits:
MILK PEP – Chocolate Milk
Kelley O’Hara “Take it Away”
President: Sal Taibi
EVP Group Creative Director: Bernie Hogya
SVP Group Creative Director: Ron Wachino
Producer: Nicole Euell
Senior Art Producer: Hillary Jackson
Account Executive(s): Lisa Stroh, Emily Goodwin, Danielle Barish
Production Company: Greenpoint Pictures
Director: The Hudson Dusters
Director of Photography: Andrew Wheeler
Executive producer: Tatiana Rudzinski
Line Producer: Luke Stevens
Editing House: Greenpoint Pictures
Editor: Logan Roos
Producer: Victoria Vallas-Cullen
Music House: Beta Petrol
Producer: Jason Baker
Composer: Seth Rafter Roberts (SESAC)
Sound Designer: Peter Lauridsen
Audio Mix: One Thousand Birds
Mixer: Andrew Tracy
Color & VFX: Ricart & Co.
Colorist: Seth Ricart
Pour son 250ème anniversaire, la prestigieuse marque de cognac Hennessy passe le flambeau aux artistes et les encourage à créer aujourd’hui pour les générations à venir. La réalisation est signée Louis De Caunes, qui dirige Adrianne Ho, André et Josef Cannon. Une mise en scène sous forme de compte à rebours pour la création du monde de demain.
(TrendHunter.com) The Matt Adam C-Heads exclusive is no ordinary collaboration. The Insta-famous Toronto photographer continues to surprise his rapidly growing cult following with a career that doesn’t seem to…
Among the many ways for a business to raise capital these days, sending a drunken e-mail to Anthony Bourdain probably isn’t the most fruitful strategy. But it worked for Roads & Kingdoms, a burgeoning web magazine offering an eclectic mix of food, politics, and travel fare.
“It was like a midnight Hail Mary, but Tony responded right away,” said Matt Goulding, one of two veteran journalists behind the media platform. This morning, Roads & Kingdoms announced that Mr. Bourdain has invested an undisclosed sum and joined the startup as a partner and editor-at-large. It’s Mr. Bourdain’s first personal stake in a company, a purchase that expands to digital media a personal brand largely built on TV and books.
In short, the “many glasses” of sake that fueled Mr. Goulding’s midnight missive paid off.
Petsmart has parted ways with agency of record GSD&M and decided to take most of its marketing in-house, just seven months after signing the agency and nine since issuing a creative review, AdAge reports. The company spent $113 million in U.S. measured media last year, according to Kantar Media.
The move follows the purchase of the company by a BC Partners-led consortium in December, a deal which was finalized in March. As a result of the deal, Eran Cohen replaced Phil Bowman as executive vice president, customer service as part of the company’s new leadership team — likely the impetus for the decision. Prior to issuing a creative review last August, the company had fielded much of its advertising in-house, so the move comes as a return to an older model following the company’s short-lived relationship with GSD&M. The announcement follows Land Rover’s decision at the end of March to move all of its advertising to in-house agency Spark44. That same month, Chobani announced it would be dropping Droga5 as its agency of record, in favor of “more in-house and project-based agency partners.”
“While we appreciate the efforts of GSD&M, we’ve decided not to continue our partnership with them,” Michelle Friedman, a spokeswoman at Petsmart, told AdAge. “We will resume management of all creative work with our in-house team.”
GSD&M, meanwhile, said in a statement, “We are proud of the work we created together and wish everyone at Petsmart the best during their transition.”
GSD&M’s work for the brand included “Partners in Pethood” (featured above), a campaign directed by Christopher Guest, which debuted during the Oscars.
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