Hasta La Creative!

Viacom CEO Philippe Dauman sued to block his removal from the family trust of the company’s controlling shareholder, Sumner Redstone, arguing that the move goes against the well-established plans of the 92-year-old billionaire.

Mr. Dauman and George Abrams, another trustee who was removed last week, filed a complaint in state court in Canton, Mass., on Monday challenging changes made to the trust by a lawyer claiming to represent Mr. Redstone. The suit, which accuses Mr. Redstone’s daughter Shari of manipulation, asks a judge to block any action to remove them as trustees.

Mr. Redstone fired back, filing a petition in Los Angeles state court seeking to confirm the validity of his actions in removing Mr. Dauman and Mr. Abrams.

Continue reading at AdAge.com

Ad Age’s Women to Watch is returning to Latin America this year, starting with the second Women to Watch Argentina luncheon in Buenos Aires on Monday, May 30, in partnership with Adlatina, Ad Age’s editorial partner in Spanish-speaking Latin America.

Women to Watch honors outstanding women in advertising, marketing and media who are changing the industry, and is held in key markets, including the U.S., China, Brazil, Colombia, Mexico, Turkey, and Western Europe. As Women to Watch continues to grow around the world, the first Women to Watch Europe event will be held in London on June 6.

This year’s 15 honorees in Argentina are taking on new challenges, often in international roles. After a decade at Clorox, Estela Gonzalez Barreiro was promoted last month to marketing communications director for international at The Clorox Co., from a similar post for Latin America. She’s responsible for leading media, agency, digital and production strategies for all Clorox categories in international markets. And Diana Schenone two years ago took charge of marketing for a new category for Nike targeting women in the Southern Cone countries. At PepsiCo, Sol Flores became regional digital marketing manager for Latin America a year ago. On the agency side, Eugenia Slosse joined one of Argentina’s most exciting new agencies, startup Carlos & Dario, two years ago.

Continue reading at AdAge.com

Are you a CMO with a $100,000 budget for a marketing project and can’t find a great communications company or advertising agency to work for you? If so, it could be because of your search process.

Earlier this year, after turning down our third RFP, we spotted a trend. If you’re issuing an RFP for any job under $100K, you’re not going to find the right agency for you.

Why? For several reasons.

Continue reading at AdAge.com

As cellphone carriers itch to turn their consumer data into dollars, Mercedes-Benz is among the first advertisers to benefit from new partnerships between telecom providers and a young but growing telco data firm called Zeotap. In Spain, the luxury car dealer recently aimed mobile ads to high-income men between the ages of 40 and 60, in part based on the amount of money they paid for mobile service each month.

As the growth of new mobile subscribers dwindles, telcos have investigated a variety of new revenue streams generated from the information they have about current customers, including data on home addresses, demographics and the places that subscribers’ phones turn up.

Zeotap is one of the few firms that has managed to sign data monetization deals with multiple tier-1 carriers, most of which have found data privacy and security regulations to be significant barriers to fulfilling their goals of creating new revenue streams from their data. Tier-1 carriers have direct connections to the networks they use to provide voice and data services. Zeotap, founded in Germany in September 2014, says it has partnerships with six telcos in India, Europe and North America that represent a total of more than 100 million subscribers.

Continue reading at AdAge.com

Carnival Corporation is consolidating its media agency business in North America and the U.K. with Omnicom’s PHD as the cruise line giant looks for better strategic alignment and media cost savings, the company said in a statement.

PHD, which has served as the incumbent agency for two of the company’s 10 brands, including Carnival Cruise Line and Cunard Line brands in the U.S., will now add digital and traditional planning and buying in the U.S. and U.K. for Carnival Cruise Lines, Fathom, Holland America Line, Princess Cruises, P&O Cruises U.K. and Seabourn.

Previously, Carnival had tapped different shops to handle individual brands, such as Publicis Groupe’s Optimedia for Princess Cruises.

Continue reading at AdAge.com

(TrendHunter.com) The top May 2016 gaming ideas reveal a shift that’s happening in the world of entertainment. Daily advances in technology are making room for all new types of peripherals and interactive…

Category: Beyond Madison Avenue
Summary: The denouement of the TV series Mad Men, set against the 1970s world of advertising, hinged on one of the greatest ad campaigns of all time: Coca-Cola’s “I’d Like to Buy the World a Coke.” That’s when advertising was great.

That Coke campaign came out at a very different time, with very different consumer expectations.