Hasta La Creative!

L’illustratrice française Hélène Leroux, a réalisé une animation tendre nommée « Floating in My Mind », illustrant les souvenirs provenant des rencontres que nous faisons au cours de notre vie. Ici ils sont représentés sous forme de ballons accrochés au bout d’une ficelle. On suit ainsi le petit héros aux cours des différentes étapes de sa vie, ses rencontres, ses séparations et donc ses souvenirs.

(TrendHunter.com) These sandwich shop innovations range from cannabis-pairing menus to sandwich delivery services that are conducted via parachute or with the help of a high-tech storage cart. As traditional sandwich…

Marketers with multiple storefronts have good reason to be fired up about the Apple Watch. Apple Watch should make it easier for consumers to find places to shop, eat and do business with brands that have invested properly in local marketing. Apple Watch will also accelerate the path to purchase as people appreciate the ease of buying groceries and cups of coffee with a simple flick of their wrists.

Progressive businesses that sense and respond to the Apple Watch might be tempted to integrate an aggressive offer strategy to encourage those purchases. Imagine an offer for a discounted cup of coffee popping up on a person’s Apple Watch as he or she happens to walk by a Starbucks. Well, the temptation to dial up the location-based deals is understandable — and a recipe for a marketing fail. Instead, the early-adopter businesses need to put their customers at the center of the experience, not the transaction. Doing so means understanding how a wearable such as Apple Watch fits inside your customer experience, rather than rushing into the creation of a device-centric “wearables strategy.”

Make no mistake: A big change in consumer behavior is coming as we move from a tapping to a swiping mentality. The change is already here for marketing giants such as Disney, which has instituted its proprietary wristband technology at Disneyworld. Apple Watch will accelerate that behavioral change from fumbling around in our pockets for smart cards and iPhones to purchasing goods and services with a device conveniently located on our wrists. No business wants to be left behind, which is why we’ve already witnessed a proliferation of Apple Watch apps for brands ranging from Fandango to Uber.

Continue reading at AdAge.com

It’s unclear who the mystery bidders were before the Internet company decided to sell itself to Verizon for $4.4 billion?

When people asked me what I thought about Univision acquiring African-American news site The Root, I wanted to hit the mute button on my cynicism and stay focused on the positive. Here was an opportunity to celebrate the implied unity of communities of color — communities that, in spite of their differences, have a lot in common and a lot to gain by working together. I wanted to underscore the importance of this acquisition and address implications for agencies and clients alike.

Why should anyone care? Here are four reasons:

1. Because if it’s of interest to millennials, it’s of interest to you. Millennials are not color-blind. Quite the opposite. They are color-conscious and color-comfortable. In fact, because they are such a multi-ethnic cohort, many are themselves millennials “of color.” They consume massive amounts of content and are tired of how the multicultural story is being told, if it is being told at all.

Continue reading at AdAge.com

Earlier this month, Grey effectively swiped some Procter & Gamble business from BBDO as the client moved to consolidate the whole of its grooming brands with one agency after awarding Gillette to Grey in 2013.

In that new business memo more than two years ago, Grey Chairman/CEO Jim Heekin started his thank you list with four names: CCO Tor Myhren, COO Michael Houston, and account leads Tamara Ingram (formerly group EVP/executive managing director) and Debby Reiner (former EVP/group director).

In the wake of the win, the latter two have been promoted: Ingram will fill the role of chief client team officer at parent company WPP while retaining leadership of “Team P&G” and Reiner will be president of the global P&G group overseeing Grey’s work for all related brands.

Here’s the memo.

I am pleased to share two important promotions with you which concern Tamara Ingram and Debby Reiner, our Procter & Gamble account leaders.

Tamara has been promoted to a key new post at our parent company, WPP.  She will become Chief Client Team Officer of WPP, overseeing all of WPP’s global accounts, working with the leaders of the Team WPP groups that have been established to serve global clients.  I am pleased to say she will continue as President and CEO of Team P&G across WPP group and remain based at Grey headquarters in New York.

After leading two of Britain’s top agencies, Saatchi and McCann,Tam joined Grey London in 2005, rising to the post of Grey UK Group CEO.  In 2007, she took on the dual roles of President and CEO of Team P&G across WPP group as well as Grey’s global leader on P&G.

Under Tam’s leadership, the past eight years have been some of the most creative, productive and dynamic of our nearly 60-year partnership with P&G.  We’ve pioneered new markets and new marketing channels.  We’ve launched Famously Effective ideas that have put our juggernaut brands front and center in the pop culture conversation and driven their growth.  We have broadened our relationship, winning the Gillette business.  And our work has been hailed at Cannes and beyond as never before.  Tam will bring the same passion, skill and dynamism to her expanded new role.

Importantly, I am delighted to announce that Debby Reiner, an integral part of this success as our EVP, Partner and Global Beauty Director on P&G, has been promoted to President Grey/Global P&G, overseeing our entire portfolio of brands.  She will remain based in New York.

Debby joined Grey New York in 1989 fresh out of Harvard and embraced her passion for the beauty business, working on CoverGirl.  After a successful stint running Clairol at JWT, she came home to Grey in 1999 to lead the reinvention of Pantene.

It has been quite a ride marked by Debby’s instrumental role in the global win of Gillette and, most recently, the Venus, Braun and The Art of Shaving brands.  Along the way, she has helped build Grey into the number one beauty agency in the world with such leading brands as Pantene, Clairol, CoverGirl and fragrances and an integrated offering that encompasses digital, shopper, Hispanic and activation.

Debby’s boundless energy, single-minded dedication to creativity, success at team-building and sense of humor have endeared her to her clients and colleagues alike.

Please give both Tam and Debby your congratulations and full support as we begin an exciting new chapter helping P&G seize the future.

Regards,

GREYgroup | Famously effective since 1917
Jim Heekin, Chairman & CEO

FCB Brazil had a big hit last May with its “Speaking Exchange” idea for CNA Language Schools—a campaign that connected young Brazilians wanting to learn English with elderly Americans in retirement homes looking for someone to talk to. (The work took home 10 Lions from Cannes, and was among the 10 most-awarded campaigns there.)

Now, agency and client are back with a follow-up, featuring another interesting way to get Brazilians some real-world practice with their English.

This time the partner is Bella Vista Pizzeria in Culver City, Calif. Customers who call the pizza place can choose to place their order as usual—or be connected to a student in São Paulo who can take the order instead. If they chose the latter, they’re compensated by way of discounts, depending on how long they chat with the students.

The video isn’t as heartwarming as the original. The pizza orders are way more transactional, and the cultural meeting point here is less starkly fascinating than before. But as mentioned at the end of the new clip, this model is probably more scalable—and thus, perhaps even more useful in the long run.

Indeed, CNA is now asking businesses in the U.S. that accept customer orders by phone to visit the CNA website and sign up for similar programs.

CREDITS
Client: CNA
Agency: FCB Brasil, São Paulo
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