Category: Beyond Madison Avenue
Summary: The news coming out of AdLand continues to get more interesting. As more account reviews are added to the list, like Subway, and big-time art directors, CCOs, and partners are leaving firms like MDC, BBDO, and R/GA, AdLand is facing…
The shift to mobile. Billions of devices. Big data. Virtual reality. These concepts are common parts of marketers’ everyday language. They also underscore many of our recent business investments, not to mention our strategic aspirations and visions.
As we cross into the second half of 2015, let’s revisit these trends with an eye toward surfacing what’s truly important and actionable so that you can plan your organization’s adoption and/or optimization.
Shift to Mobile
Thousands of so-called zombie apps are infecting mobile phones, expending data usage and battery life at an alarming rate while costing advertisers nearly a billion dollars annually.
The applications often appear harmless, typically in the form of a game or a utility like a flashlight.
Oscar Mayer’s Wienermobile is no longer bound by America’s highways and byways. The hot dog brand today debuted a version of the iconic vehicle called the “Wiener Rover” that is designed to go offroading. Because who doesn’t want a hot dog delivered to them somewhere in the wilderness?
The remote-controlled Rover measures 23 inches tall and 43 inches long, compared with the 27-feet length for the regular Wienermobile. The vehicle was created by 360i, which also made the video above.
Just a few short weeks ago, I sat in a darkened room in the South of France, pouring over Cannes Lions entries from every corner of the world. With over 1,350 case studies to see, the branded content and entertainment jury room buzzed with energy and inspiration.
So why, for the second year in a row, was no Grand Prix winner selected? How could it be that not one of this year’s entries was magical enough to set the standard for the category?
There are two main challenges. First, the category is new, and marketers are still experimenting with branded content. Second, and probably more significantly, brands are still slapping logos on stories that are far more interesting to them than to their audiences.
The popular knock against the lottery is that you can play it, but you’re an idiot if you do, cause nobody ever wins. But a new campaign for the New York Lottery is about a different kind of problem—someone who actually won, but who’s yet to claim the $7 million prize, and almost a year later, is about to run out of time.
McCann New York has posted street fliers in Canarsie, the Brooklyn neighborhood that’s home to Milky Way Deli, where the winning ticket in a Cash4Life game last summer was bought. A sketch of the ticket and the headline “Have You Seen Me?” adorns one flier. A stick figure smiles dumbly on a second with the headline “Is This You?” The subtext of both is: Are you the fool who’s about to let seven figures slip through your fingers?
In other words, the whole thing is devious and hilarious because it’s playful and it also reinforces the perception that people actually win—and invites everyone who sees it to imagine how much smarter they would be if they did.
Of course, it doesn’t really seem like the New York Lottery’s heart is really in the mission of finding the lucky lost soul. The winner, whoever he or she is, bought the ticket last July 24 (and needs to come forward by the same date this year, or the money goes back into the pool). But the lottery only started its canvassing campaign yesterday (July 22)—and the super high production values of its posters pretty much say it all.
Maybe the whole thing is a grand hoax—and the organization has the really winner stashed away somewhere, to roll out at the last minute—or there’s no winner at all. Then again, none of that really matters in the end, because whatever $4 million lump sum pittance would be left after taxes still isn’t enough to live in New York anyway.
Algum tempo após o lançamento do iPhone 6 a Apple iniciou a campanha “Filmado com iPhone 6?, em que mostra diversos vídeos gravados por usuários genuínos do seu celular. Esta campanha tem uma série de vídeos espetaculares, disponíveis para qualquer um assistir nesta galeria do site da Apple e que demonstra bem a qualidade da […]
> LEIA MAIS: Vídeo satiriza campanha “Filmado com iPhone 6? da Apple
Post originalmente publicado no B9
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Category: Beyond Madison Avenue
Summary: I’m sure you’ve heard that one before; you’re in advertising, after all. When it comes to selling products to millions, it’s always wiser to highlight the benefits instead of the features. That’s what the customer cares about most: what the product can do for them. On the other hand, clients tend to prefer the features, such as the 10-speed capability of a bike, the 32G of a smartphone…
Publicis Groupe’s net income grew 39.6% to $399 million in the first half of 2015 compared to the same period in 2014, boosted by the $3.7 billion acquisition of Sapient in February, the agency company said Thursday.
For the second quarter, overall revenue grew 38.5% to $2.7 billion. Organic growth stripping out acquisitions — for the second quarter was 1.4%, Publicis said.
Digital now accounts for 50.9% of group revenue.
(TrendHunter.com) These crafting activities for tweens serve as dynamic activities that allow the imagination to blossom. Whether to get a fashionable look for less or in order to create something special that makes…
The bloc, which opened the investigation in January 2014, said the companies prevented consumers from gaining access to content outside Sky UK’s licensed territory of Britain and Ireland.
The results show how Comcast, the country’s largest cable operator, is focusing on its businesses and moving on after it abandoned its $45 billion takeover of Time Warner Cable in April.
The British media and publishing company said it was nearing a deal for the newspaper with “a global, digital news company,” Reuters reported.
Michael Mendenhall, who was previously CMO at HP and also spent 17 years at Walt Disney Co., is leading a rebranding effort at Flextronics, a $26 billion supply-chain solutions company that is relaunching today as Flex.
Mr. Mendenhall, who left HP in 2011 to become CMO at Fusion-io, a flash memory technology company that was later sold to SanDisk, has been in his role as chief marketing and communications officer at Flextronics since last October.
In an interview with Ad Age, he discussed the rebranding effort and how Flex is working with other marketers to take products to market using the “intelligence of things.”
Saatchi & Saatchi has named executives to a pair of newly created global posts, part of the company’s continued restructuring efforts since Robert Senior became worldwide CEO in January.
Jeff Geisler will join the agency as chief marketing officer and Saatchi veteran Carol Miller-Repetto is taking on a new role as chief operating officer for the Procter & Gamble business.
“Both positions are an aggregation of responsibilities, which have been dispersed across senior management previously,” said Brian Sweeney, an agency spokesman.
Campbell Soup Co.’s playbook for overcoming sluggish sales trends includes a lot more digital spending and less traditional advertising, including pulling some brands from TV altogether, executives said Wednesday. The soup, meals and beverage marketer has also launched a transparency program aimed at overcoming the mounting consumer distrust of big food companies.
Campbell — whose brands include Campbell’s, Prego, V8 and Pepperidge Farm — will hike digital spending to 40% of its media budget in 2016, which is up from about 20% today. TV spending will decline to 50%. Campbell spent $320 million on U.S. advertising last year, according to the Ad Age DataCenter.
“We are moving away from brand marketing to brand experience, where we earn consumer’s trust instead of buying it,” CEO Denise Morrison said Wednesday at the company’s annual institutional investor analyst day.
Running an ad agency is a tough business. The competition is fierce, clients are fickle, margins are slim and the only constant in the midst of major tech-driven disruption is change. It’s not for the faint of heart, but that’s also what makes it so exciting. As Walrus celebrates 10 years in business, we want to share 10 lessons that we have learned along the way:
1. Don’t be seduced by the sexy brand. Our best work has always been the result of partnering with great marketers, first and foremost. A brand may look creatively juicy on paper, but if the people running the show don’t share your vision or have the ultimate say, the work will suffer. Vet the marketing department as thoroughly as they are vetting you.
2. Metrics are an idea’s best friend. With metrics, we can demonstrably prove that putting dollars behind a more disruptive execution will lead to better sales than putting those same dollars behind a safer one. Become a ninja when it comes to measurement and analytics. It will help you sell the work you want, and help your clients make the case for buying more of it.
From the Heal the Bay Campaign:
On the surface, the founding partners seem about as different as you can get, aside from the fact that they both sport some pretty mean tattoos. Mr. McGann is behind classic work for Nike (he was part of the team that created “Just Do It”), has had a career in directing ads, and is a longtime supporter of education — he previously taught at W&K’s school WK12, opened 72andSunny’s 72U and was an instructor at VCU. He’s also a former jiu-jitsu champ and was once arrested for wearing an “explosive”-looking watch.
Old Navy is following up last year’s viral hit — “Unlimited” — with a new online music video this back-to-school season, created in partnership with DreamWorks Animation’s AwesomenessTV.
Like last year’s video, which amassed more than 5.7 million YouTube views, the new original “#Unlimited” track centers on the anxieties of the first day of school, while also exploring what it means for kids to unlock their full potential. The online video, which will be the heart of Old Navy’s back-to-school effort, adds to the brand’s growing archive of digital video content.
The retailer has been shifting its ad dollars away from TV and towards digital video for the past few years, and is currently spending about half as much on TV as it did three years ago, according to Chief Marketing Officer Ivan Wicksteed. Old Navy does not plan to continue reducing its TV spending significantly, but it will continue to shift funds online.
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