Hasta La Creative!

To gin up audiences, an untraditional news publisher is leaning on a very traditional strategy: advertising. Ozy.com — a slick-looking website that’s flush with investor cash but had just 1.2 million unique visitors in April, according to ComScore — is spending more than a million bucks across May and June to buy ads on several bigger sites, including The New York Times and Slate, as well as on NPR and in The New Yorker.

“This is a bold way to get in front of people,” Aneesh Raman, Ozy’s VP-marketing, said of the campaign, which the agency Division of Labor spearheaded.

The ad campaign comes on the same week that a much more established new-media brand, BuzzFeed, hired veteran Pepsi exec Frank Cooper as the site’s first chief marketing officer. (He’ll also serve as chief creative officer.) But consumer marketing will be only a smart part of his job, according to a BuzzFeed spokeswoman. One significant part will be working with marketers and advertising executives on forming partnerships.

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Last week, Huntington Beach-based INNOCEAN named a new leader: Timothy Blett, former senior partner/president at Doner.

Blett will be EVP/managing director, a newly-created role that will see him “overseeing the agency’s disciplines and driving its continued growth.”

Blett spent a majority of his career with Doner, joining the agency to work on new business development back in 1986 before some of our readers had even been born. After 25 years with the company, he decided to sell his interests and step down from his role in June 2011 according to a memo from Rob Strasberg and David DeMuth. While the agency didn’t confirm it at the time, we heard that his departure was directly related to Doner’s loss of the Mazda account. (The client did keep the “Zoom Zoom” tagline.)

Following his departure, Blett served as a partner at eMaxx and LCX Digital, two marketing/consulting companies based in the Newport Beach area. He will now report to INNOCEAN USA CEO Tony Kim, who writes:

“INNOCEAN USA is growing rapidly, and we’ve grown significantly since we opened our doors five years ago…Tim is the perfect match for our culture and business foundation, and his values closely align with our mission to operate at the highest levels of creativity, collaboration and efficiency.”

From Blett himself:

“INNOCEAN is a young, vibrant agency that has experienced exceptional growth in the last several years. I feel privileged to have an opportunity to contribute to the agency’s continued growth and help move the business forward.”

Over the past few months, we received several tips claiming that INNOCEAN COO Brad Fogel‘s role had changed and that he would be focusing on recent win NRG and other accounts rather than that of the agency’s biggest client, Hyundai. A source close to the matter, however, tells us today that Fogel will retain the COO title and that his position within the agency will not be affected by the Blett hire.

Fogel, who held senior management roles at FCB, Y&R, Hill Holliday and others, served as president of Grey West, Atlanta and San Francisco before joining INNOCEAN in 2013.

Voici une sélection peu ordinaire de photographies en couleurs datant de 1863-1877 réalisées par Felice Beato. Des clichés de l’époque d’Edo au Japon, montrant courtisanes, samouraïs, geishas dans des scènes de la vie quotidienne. Coloriées à la main par l’artiste, cette sélection est considérée comme l’une des premières séries de photojournalisme.

Brad Bird une seu virtuosismo com a receita básica de Hollywood para imaginar um futuro otimista

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Brands placed big bets at Coachella, Bonnaroo and other music festivals this year, paying up to seven-figure sponsorship fees and multiples of that number to build brand experiences to please the crowds. Post-festival, the brands that provided free hairstyling and build-your-own light shows hope they’ll be remembered. Those activities are fun, but did they make enough of an emotional connection with consumers — one that will last long after the stages are broken down? The way to do that is to make sure the brand identity is baked directly into the experience.

To get there, ensure that before, during and after a brand experience, consumers receive positive reinforcement.

First, understand whom you are trying to talk to. Then, connect with your target in a different, interesting way. For example, during NBA All-Star Week, Kumho Tire (a Pearl Media client) got subway riders in Times Square to stop and shoot hoops with NBA star Carmelo Anthony at a subway stop (digitally, anyway). The interactive game, “Pop-A-Shot”, wove the brand into the experience by using digital Kumho tires instead of basketballs that bounced off the backboard the way a tire would. The subtle integration of playing with the product reinforced the brand within the fun part of the experience.

Continue reading at AdAge.com