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When I was asked to get involved in this column, I was horrified to realise that perhaps I wasn’t part of “that generation” any more.
Since 2014, 10,000 child refugees have disappeared soon after arriving in Europe. Despite lack of news coverage this is a big story, and people aren’t aware how big a problem it really is.
Keith Meister of Corvex Management said Pandora’s new chief seemed unwilling to consider a sale, and urged hiring a new firm to pursue one.
This morning we learned that Applebee’s rebranding would be all about the steaks…wood-fired steaks, specifically.
You probably remember that the chain decided to end its three-year relationship with CP+B last November in order to “[take] the Applebee’s brand in a new direction” with “fresh thinking and new approaches” and that Barkley of Kansas City won the subsequent review.
The first work in what the client called its “largest marketing initiative to date” went live this afternoon, and it contains more than your monthly supply of red meat. The spots also make a very obvious attempt to break with the insistent rumor that most of the chain’s food is “cooked” in a microwave.
The next spots offer variations on that theme.
Remember Jet? They were a terrible band.
Here’s a slightly longer and juicier version of said steak.
We are very disappointed to learn that there is currently no band or vaporizer warehouse called “Vapor Angels.” Also, it’s still not just a steak.
And about those well-trained hands…
So that’s consistency in messaging. The release tells us that Applebee’s “today moved decisively to take back America’s neighborhoods” via the “American-made, wood-fired grills” and subsequent steaks featured above. It’s “the first chapter in the reinvention of the Applebee’s brand” with a renewed focus on the quality of the food itself.
Check out this line:
“In a new series of ads breaking tonight, Applebee’s will increase the reach and frequency of its message to historic levels through penetration of traditional broadcast and cable TV channels, prominent online platforms and movie theaters.”
Score one for traditional advertising, right? Here’s another mini-masterpiece:
“Since its creation in suburban Atlanta in 1980, Applebee’s has become part of the fabric of American life, a warm and familiar presence where everyone feels like an invited guest.”
It’s almost like that place that you want to go to sometimes where everybody knows your name.
Parent company DineEquity’s chairman and CEO Julia Stewart writes, “This goes far beyond a few new menu items or a limited-time offer. This is the biggest investment in culinary excellence in the company’s history – transforming the menu, instilling pride in our employees, delighting current guests and giving others a reason to come back.”
It’s a tall order, but we feel like they can maybe pull it off despite the fact that “this year, Applebee’s expects sales to range from a negative 2 percent drop to a 2 percent gain.” On the microwave thing, two years ago the line cook at the country’s number one Applebee’s location claimed in a Reddit AMA that “Probably less than 3-5%” of the food on a given Applebee’s menu was prepared in an automatic oven with the tiny waves.
We believe everything we read on Reddit, and you should too. It’s SEO gold!
CREDITS
Today Dentsu’s 360i and the agency veteran it hired to run its New York office have decided to go their separate ways.
Jonathan Goldmacher joined the shop as managing director last June, parlaying his nearly three-year stint as VP and head of client services into the new gig. At the time, CEO Sarah Hofstetter cited his “diversity of experience and focus on account stewardship” during an “important phase of our growth.”
Today an agency spokesperson confirmed that Goldmacher would be leaving 360i this week and that the company would not look to hire a new managing director for its New York office but declined to elaborate further.
He was listed as the leader of the shop’s Manhattan operations as recently as this December post about turnover in its production department, which is now led by Lucia Grillo. Sources tell us that Goldmacher, who was the first to fill the MD role at 360i, simply wasn’t quite in sync with other leaders at the digital agency.
While at R/GA, he played a key role in developing the Greenberg shop’s relationships with such clients as E*TRADE, Jet.com, Volvo and AARP. Previous agency roles include more than six years with McCann New York, where he was eventually promoted to SVP, group director and “global brand champion” for the agency itself. (He was also a founding member of its Executive Diversity Council, which may sound familiar to some folks over at JWT.)
Prior to joining McCann, Goldmacher held various management and account-related positions at the New York offices of Havas, Arnold, Saatchi & Saatchi and Grey.
Print
Cacau Show
Little doses for little dramas.
Advertising Agency:Lew’LaraTBWA, São Paulo, Brazil
CCO:Felipe Luchi
Creative Directors:Juliano Ribas, Silvio Medeiros
Art Directors:Alessandro Trimarco, Guilherme Manzi
Copywriter:Caio Camargo
Account team:Valentina Ursini, Rodolfo Vettore, Debora Ker, Henrique Bastos, Maira Bandeira
Planning Team:Renata D’Avila, Rafaela Badaró
Media Team:Luiz Ritton, Eduardo Shinohara, Suellen Kiss, André Magalhães, Amanda Moura, Caroline Romano, Fabian Mattua, Danielle Farhat
Art Buyer:Ale Sarilho, Sabino, Caio Lobo
Illustration:Guilherme Manzi
3D Illustration:Malagueta
Production Team:Marcos Pedra, Alexandre Coelho
Client:Monica Ogawa
Betting on built-in name recognition, networks are offering new versions of shows like “MacGyver,” “Prison Break” and “MTV Unplugged.”
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
