Hasta La Creative!

Essa transcrição é resultado do trabalho colaborativo de Jonas Rocha, Rafael Verdu, Ysabel Myrian, Mylena Tebicherane, Debora Martins, Jefferson Deroza, Lu Machado, Ana Tedeschi e Vanessa Dantes Santos um time que só fica mais lindo com o tempo. Se você utiliza essa transcrição e ainda tem qualquer dificuldade de acessibilidade, por favor, entre em contato […]

> LEIA MAIS: Transcrição: Mamilos 65 – Internet livre e votação de Impeachment

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No nono episódio da série O Coração do Mundo, Ahmed e Elia relatam como começaram a receber as notícias sobre a guerra na Síria. O que se falava sobre ela lá dentro? Quem a iniciou? Qual a diferença desta guerra para outras na história dos recentes conflitos no Oriente Médio? Quem corre perigo? Seria a […]

> LEIA MAIS: Projeto Humanos 19 – O Inverno Árabe [S02E09]

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Winter is coming. The old families are preparing their troops and poring over strategies in a race to secure their territory before it is invaded by new and unfamiliar forces. The best option might be to bundle up (again) and forge alliances between disciplines, but with internal politics and prevailing trends, that might be hard to pull off in a timely fashion — and impossible to do without sacrificing entire regiments or even divisions.

“Game of Thrones” is an apt metaphor for how agencies are gearing up for an ad future when clients go to market in new ways and seek radically different support from agency groups. At the same time, those agencies are defending against a never-ending march of marketing services providers aiming to advance on their turf.

Historically, the business was straightforward. Marketers hired agencies to create 30-second spots, place them on TV and in magazines and create and send direct mail to addresses stored in massive databases. But clients’ needs have changed.

Continue reading at AdAge.com

Ad agencies and holding companies live in a time of confusion. Media fragmentation, digital disruption, warp-speed technological advances, big data, pricing pressures, programmatic, yada yada, etc., etc., so forth and so on. You know the spiel. The future is a scary place and it just might be run by robots.

So what’s the agency of the future going to look like?

If you listen to a lot of the players involved on the agency (or agency-like) side of things, it’ll consist of flat organizations and communities of leadership involving anti-holding companies and nontraditional interlopers. Given enough time, they’ll spin you a yarn and describe something that sounds like some sort of steampunk Rube Goldberg device built by the Occupy Wall Street crowd.

Continue reading at AdAge.com

Wanted: Executive experienced in data, digital, social, search, media, creative, PR, events, shopper marketing, programmatic, mobile, print and outdoor. The ability to simultaneously and efficiently handle up to dozens of stakeholders (often with competing interests) a must. Successful candidate is skilled at managing up, managing down and balancing a P&L. Old-school thinkers need not apply.

This would be, if he or she existed, the job description for the perfect account management executive today, a species whose archetype has died and been reborn, albeit with a new set of required skills.

Account managers, as they were long known, were gradually culled over the last 10 to 15 years, according to observers, with cuts reaching their height during the recession. Any hiring during the recession, and even after, was largely in relation to tech-savvier disciplines as the demand for digital creative and media grew.

Continue reading at AdAge.com

The first part of the Mother’s Day trio, a Pull-Apart Loaf With Maple Bacon (above), was a new recipe posted in April. Then Pepperidge Farm added new videos for existing recipes in its lineup. A Tomato Jewel Tartlets video posted in late April and will be followed by a Puffs Primavera video in early May (below).

The work has been done largely over the past six months by everyone from in-house chefs to the social team. An integrated services team provides the cameras for the shoots.

The product’s marketing spend is all dedicated to digital, including paid Facebook and Pinterest posts. Facebook and Pinterest are probably the two lead places where people first find the content, Mr. Foley said. Then the brand has a chance to bring viewers into its owned assets, including having them sign up for the Puff Pastry email newsletter, which has more than 400,000 subscribers.

Continue reading at AdAge.com

Marketers plan to increase ad spending on video created specifically for digital media by 50% this year to $4.5 million, the Interactive Advertising Bureau said in a new report Monday as the Digital Content NewFronts began.

Overall, original digital video content now accounts for 44% of a typical digital video budget, up from 41% when compared to the previous year, according to the report, which based its results on an online survey of 194 marketers and 166 agencies. The IAB organizes the official NewFronts schedule, which this year includes events this week and next from YouTube, Yahoo, AOL, The New York Times, Vice, BuzzFeed, Refinery29, Hulu and others.

Additionally, 68% of marketers and agency executives said they believe original digital video will become as important as original TV programming in the next three to five years, according to the study.

Continue reading at AdAge.com