Hasta La Creative!

Though Target has sponsored the music awards for over a decade, this is the first time the brand will broadcast work specifically created for the event, according to Mr. Gomez. The campaign focuses on Target’s style category, including apparel and beauty. Three of the spots will feature Latin influencers including Carmen Carrera and Rita Morenoin one commercial, the women sing and dance to the song “Soy Yo.” The fourth spot will be a compilation of user-generated content from an initiative with Dubsmash, the mobile video app. Shoppers were asked to film themselves lip-synching to “Soy Yo” while wearing Target products. The response has been robustTarget received over 9,000 submissions in the first two weeks of the effort.

Target worked with Mother New York on the campaign.

“Our culture has so much diversity in skin tone, hair texture, and body shape,” said Enrique Mosqueda, creative director at Mother New York. “We wanted to celebrate that diversity by making a beauty campaign that wasn’t just about foundation, lipstick and mascara, but about bold self-expression and self-love.”

Continue reading at AdAge.com

Even though social media spending is projected to account for 16% of the digital ad market by 2017, how many of us really understand what we’re getting out of it? There’s no shortage of metrics to gauge performance — you could measure in terms of fans, followers, retweets and shares. Others look to referral traffic from social media platforms. Still others quantify success from purchases made from social media referrals.

The fundamental problem with social media marketing is that there is no common denominator to measure its ROI. Because of this, the effectiveness of social media has been measured haphazardly at best, and not at all in some cases.

Research firm TrustRadius recently found that demonstrating ROI is the number one challenge among marketers, with 60% naming this as one of their top three challenges. So how do you tackle this challenge?

Continue reading at AdAge.com

There have been some rocky days lately at JWT. The worldwide CEO was bounced. The cause: A suit by the communications director, Erin Johnson, charging a pattern of racist and sexist remarks.

This brought forth comments in Ad Age by Gene Secunda, a former JWT communications director. He links the Martinez firing to a general undercurrent of racism and sexism at JWT in the past.

He says there were smug currents of bigoted conversation and behavior that flowed under the surface. He says Jews had to keep a low profile and rarely advanced. He says no disabled men or women were present. He says this was JWT in the early sixties. He says the Martinez affair shows old JWT habits die hard.

Continue reading at AdAge.com

Kellogg’s newest campaign focuses on five Olympic hopefuls who get energy to compete from the company’s well-known cereals.

In a switch from Kellogg’s past Olympic efforts, the cereal maker is not featuring athletes who have already appeared in the Olympics. Instead, it selected five athletes in different events each hoping to secure a spot in the Olympics for the first time.

Kellogg’s is using a new tagline, “What Gets You Started,” in its Olympics marketing that kicks off Thursday, tying the Olympics to the idea that cereal can help people start their days. “Kellogg’s being a cereal company, the start is so important for us,” said Andy Shripka, associate marketing director for the Kellogg’s brand.

Continue reading at AdAge.com

“The stuff that matters in life is no longer stuff. It’s other people. It’s relationships. It’s experience,” notes Airbnb’s co-founder Brian Chesky. Airbnb singlehandedly disrupted the hospitality industry by capitalizing on this shift from “stuff” to experiences.

Transformation of businesses away from physical items has proved to be a lucrative strategy. The fastest-growing companies today — Uber, Farfetch, One Fine Stay, Spring and Airbnb — don’t have any physical products to speak of. They are all in the business of removing friction in providing services and delivering experiences to their customers.

If modern brands are built around service and experiences — and not products — then media buying and planning needs to mimic this. For brands, focusing on the volume of impressions and transactions is not enough. Consumers don’t make their decisions based on a siloed communication; they turn to brands in their moment of need and expect brands to fulfill it.

Continue reading at AdAge.com

Media
Associação Salvador

Advertising Agency:Havas WW, Lisbon, Portugal
Creative Directors:Paulo Pinto, José Vieira
Producer:Krypton
Director:Francisco Neffe

Online
Brady Campaign

30% of mass killings, and 22% of school shootings in The United States, are inspired by previous gun related events. So the Brady Campaign created a plug-in that removes the killer’s identity from the online experience.

Advertising Agency:Ogilvy & Mather, Chicago, USA

Direct Marketing
HIMA San Pablo

Advertising Agency:TBWASan Juan, Puerto Rico
Creative Director:Clarissa Biaggi, André Felix, José Vallecillo
Art Directors:Fernando Loverri, Wendy Pagán, Christopher Rodriguez
Copywriters:André Felix, Vinny Dearaujo, Rafael Otero
Photographers:Alfredo Castellanos, Carlos Larriú
Additional Credits:Nostrom Moving Pictures

Outdoor, Print
Fenix Flashlights

Advertising Agency:Causa, Lima, Peru
Executive Creative Director:Nelson Fragoso
Creative Director:Rodrigo Melgar, Mauricio Pradilla
Art Director:Ricardo Echegaray
Illustrator:Diego García
Copywriter:Rodrigo Melgar

Outdoor, Print
Bayer

Feet can get nasty.

Advertising Agency:BBDO, Mexico City, Mexico
Chief Creative Officer:Ariel Soto
Group Creative Director:Manuel Sandoval Perusquia
Head Of Art:Sindo Ingelmo
Creative Director:Luis Nuñez
Art Director:Patricia Tena Solís
Copywriter:Rodrigo González Piña
Illustrator:Marco Antonio Onofre
Executive Producer:Manuel Rivas
Agency Producer:Gabriela Alfaro, Gissel Muñoz
VP CEO:Gustavo Correa
Account Director:Monica Noble
Account Supervisor:Jorge Adames
Production Studio:Estúdio Ícone