Cada vez mais a prioridade deles é buscar por flexibilidade de horários e locais de realização das atividades
> LEIA MAIS: Um dos principais desafios dos Millennials no mercado de trabalho é equilibrar vida pessoal e profissional
Post originalmente publicado no B9
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The cyclical nature of the ad business but also routine cost-cutting agendas and a rapidly changing marketplace have created the perfect storm for adland’s media shops.
There is an unprecedented number of top-spending marketers prepping and conducting media reviews, with giants like Coca-Cola, Unilever and L’Oral all rethinking how, and where, to spend their media dollars.
“As the media marketplace reshapes and reinvents itself, we frequently take the opportunity to formally review our media partners all around the world,” a Coca-Cola spokeswoman told Ad Age.
Floyd Mayweather’s victory over Manny Pacquiao two weeks ago probably will generate at least a record $500 million in revenue, based on domestic pay-per-view numbers released today.
The welterweight unification bout, won by Mr. Mayweather in a unanimous decision, generated $400 million in U.S. pay-per-view revenue on 4.4 million buys, according to a joint statement from promoters and HBO and Showtime, the two networks that co- produced and co-distributed the event. The fight cost anywhere from $89.95 to $99.95.
That’s 2 1/2 times the previous record for pay-per-view revenue ($153 million for Mayweather-Canelo Alvarez in 2013) and almost double the previous high for buys (2.48 million for Mayweather-Oscar De La Hoya in 2007).
An estimated 4.4 million viewers paid to watch the fight, producing more than $400 million in domestic revenue. Both figures were records.
While we don’t have much in the way of details and/or official responses at the moment, we hear that quite a few employees of Ye Olde Publicis Groupe are unhappy today.
Why, you ask? Our source claims that they were hit with an unexpected pay freeze this week. This is particularly problematic because raises–quite a few of them–were supposed to kick in on the 15th.
The reason our source complained to us is that some of the employees hit by the freeze thought they were on top of things, and the news comes on the heels of official announcements to the tune of “your raise will proceed as scheduled.” In other words, it was a last-minute change that forced some executives to put other plans on hold.
Why did Publicis (allegedly) stop scheduled raises in their tracks?
In last month’s Q1 revenue announcements, Maurice Levy sounded an optimistic note:
“Our revenue is up to slightly over 30%, partly due to the positive impact of exchange rates, and partly to the inclusion of Sapient since completing the acquisition. As we’ll continue to see, this is one of the important milestones of the Groupe’s transformation.
We expected organic growth to be slightly down this quarter, but, on the contrary, it is up almost 1%.”
He did, however, hint at a less-robust-than-hoped Q2:
“The second quarter will be better than the first, albeit with modest growth, as announced, that of the Groupe should be considerably stronger in the second half of the year.”
So maybe Publicis is simply being a bit more careful than expected in looking to minimize the cost of doing business for the current quarter and thereby ensure healthy growth numbers in the weeks to come.
Our source implies that the freeze applies across all Publicis agencies and concerns both “cost of living and promotional” bumps, but we can’t confirm that.
At the moment, Publicis has not responded to a query regarding this post.
Mother’s Day surprises were aplenty this weekend, including a big one for the U.S. women’s World Cup soccer team.
Due to their demanding schedules, it’s been years since many of the players have seen their moms on Mother’s Day. In a very sweet video uploaded to Facebook and YouTube by Fox Sports, the team sat down for a pre-game dinner, and their coach introduced special surprise guests—their moms.
The mother-daughter reunions are lovely to watch. Maybe even more remarkable is seeing the a second surprise happen—check out the video to see what it was.
“Abby’s been on this team for 14 years. For 14 years, I have not had you around for a Mother’s Day,” says Abby Wambach’s mom, Judy. The video cuts to the two of them standing side by side on the field.
The video closes with a request to “Cheer on our women this summer.” (Fox will be broadcasting the tournament across its networks, including 16 matches live on the flagship broadcast station.)
The team won the game 3-0 with their moms watching. Wambach scored career goals 179 and 180, and turned around after her second goal to point at her mom.
Heartwarming and inspiring all around.
Here’s an odd little case study from outdoor ad company JCDecaux and BBDO Belgium.
Frustrated that client marketing directors weren’t showing up to its business presentations, JCDecaux got personal with them—by putting their photos up on single billboards, without their permission, printing only their name and a contact address at JCDecaux.
Naturally, the CMOs eventually got wind of the ads, and many of them called JCDecaux to ask just what the hell was going on. See how the rest played out in the video below:
As you can see in the video, at least one of the CMOs seemed a bit irritated by the scheme. We asked BBDO if any others were upset by it.
“Upset is a big word,” says digital strategic planner Jan Van Brakel. “A small minority was maybe a bit less pleased at first, but once we did the follow-up and explained the campaign, no one was upset, and they could all appreciate the campaign. The biggest proof is that JCDecaux was able to convince all of them to plan a meeting for their sales presentation.”
And were there no legal issues with using their likenesses on an ad without permission?
“Strictly speaking, what we did might have been illegal, or at least we could theoretically being accused of not respecting the [copyright],” Van Brakel admits. “But as it was only one billboard, for very short time—depending on how long it took before we got a reaction—and the follow-up we did, we didn’t feel uncomfortable on the legal aspect at any point.”
He adds, however: “I do believe that this kind of campaign might be harder or riskier to execute in the U.S. than in Belgium.”
CREDITS
Client: JCDecaux
Advertiser Supervisor: Veerle Colin
Agency: BBDO Belgium
Creative Director: Arnaud Pitz & Sebastien De Valck
Creative Team: Toon Vanpoucke & Morgane Choppinet
Account Supervisor: Isabel Peeters
Account Manager: Marleen Depreter
All the power you need.
Advertising Agency: McCann, Shanghai, China
Creative Director: Johnson Sheng
Art Directors: Johnson Sheng, Yao Sheng, Bill Bo
Copywriter: Barbara Jiang
Illustrator: XiDan Light
All the power you need.
Advertising Agency: McCann, Shanghai, China
Creative Director: Johnson Sheng
Art Directors: Johnson Sheng, Yao Sheng, Bill Bo
Copywriter: Barbara Jiang
Illustrator: XiDan Light
Advertising Agency: JMW kommunikation, Stockholm, Sweden
Photo artist: Erik Johansson
Account Executive: Catharina Hammar
PR: Nina Starco
Executive Creative Director: Joakim Karlsson
Creative Director: Samuel Garlöv
Published: April 2015
Donating blood doesn’t change who you are. But it saves lives.
Advertising Agency: Cheil Brasil, São Paulo, Brazil
Chief Creative Officer: Malcolm Poynton
Creative Director: Frederico Sartorelo
Art Directors: João Gragnani, Lucas Amaral, André Rebello
Copywriter: Alair Erlon
Illustrators: Marco Panizza, Thiago Fernandes
Published: April 2015
Donating blood doesn’t change who you are. But it saves lives.
Advertising Agency: Cheil Brasil, São Paulo, Brazil
Chief Creative Officer: Malcolm Poynton
Creative Director: Frederico Sartorelo
Art Directors: João Gragnani, Lucas Amaral, André Rebello
Copywriter: Alair Erlon
Illustrators: Marco Panizza, Thiago Fernandes
Published: April 2015
Donating blood doesn’t change who you are. But it saves lives.
Advertising Agency: Cheil Brasil, São Paulo, Brazil
Chief Creative Officer: Malcolm Poynton
Creative Director: Frederico Sartorelo
Art Directors: João Gragnani, Lucas Amaral, André Rebello
Copywriter: Alair Erlon
Illustrators: Marco Panizza, Thiago Fernandes
Published: April 2015
(TrendHunter.com) The May 2015 L’Officiel Turkey Emre Guven photoshoot shines the publication’s spotlight on a host of modern bedroom-appropriate looks. Models Marizanne Visser, Karolina Gorzala and Dina…
Battery ads, thankfully, don’t need to star a toy bunny that never stops: Duracell’s new video, “Powering Kevin Jorgeson,” breaks onto this week’s Viral Video Chart in the top spot with a vignette about the climber and his father.
The other newcomers on the latest chart, provided by Visible Measures and covering the week through last Sunday, are Nissan, taking its turn with a now-familiar stunt putting unsuspecting passengers into extreme driving scenarios; Purina, winning the web with pets, as one can; KFC, with a TV spot of siblings taking bikes to the drive-through for the family; and HTC, promoting the speakers on its HTC One phone.
It’s worth noting that the chart counts plays across campaigns whether those are organic — with viewers searching for or sharing video they love — or paid, as in pre-roll video. (That’s as long as viewers opt in or can skip the paid ad after a certain time; Visible Measures doesn’t count pre-roll that viewers can’t escape completing.)
A University of Virginia associate dean is seeking more than $7.5 million from Rolling Stone magazine in a defamation lawsuit stemming from a debunked account of an alleged gang rape on campus.
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