Hasta La Creative!

In a “progress report” memo to Time Inc. editorial staff, Chief Content Officer Alan Murray on Monday announced the formation of 10 digital desks that will be dedicated to topics including business, celebrity, entertainment, food and sports.

“The job of each desk will be to cultivate and grow our digital audiences in its area,” Mr. Murray said in the memo, which was obtained by Ad Age. “The desks will include reporters and editors from different brands who will continue to work for those brands, but the desk heads will coordinate their efforts to help Time Inc. innovate and grow.”

Mr. Murray, in an interview back in July, when he was appointed to the top editorial role, said a priority would be figuring out how to better organize the company’s disparate brands and pool resources where it makes sense. “It’s not clear that the best way to attack that market is always with a single magazine brand,” he told Vanity Fair at the time. “We have all these different lifestyle brands. What this new structure lets us do is ask, is there a way to put all of our lifestyle content together or all of our health content together or all of our news content together in a way that better serves the mobile, social audience better?”

Continue reading at AdAge.com

– AdAge asks, “Can Premature Ejaculation Be the New Erectile Dysfunction?” Havas and Marina Maher Communications hope it can in a new campaign for K-Y Duration Spray for Men (video above).

-Tired of hearing about diversity in advertising? Don’t bother going to Advertising Week.

-On that note, if Hollywood can figure out how to answer the demand for more women in prominent roles, maybe the ad industry will follow.

-Oh, and these ads won the SheKnows #Femvertising Awards today.

-Ad Contrarian thinks creativity in the business has been devalued, and he’s not afraid to rant about it.

-One more thing agencies don’t value as much as they used to: timesheets.

-Marketing has grown more international even as the appeal of protectionism/nationalism/tribalism drives political movements around the world.

-British people: have you sent your work to the 2016 Arrows awards yet? You have four days.

-According to a new report from the Interactive Advertising Bureau, virtual reality ads are in high demand. No one asked us, though.

NINTENDO SIXTY-FOOOOOOOUR! Adriano Brandão e Danilo Silvestre fazem uma sincera homenagem ao console que foi, ao mesmo tempo, o maior presente de Natal e o video game mais underrated de todos os tempos. Por que ele, apesar de trazer novidades verdadeiramente revolucionárias, fez tão pouco sucesso tanto entre jogadores como entre produtores? Seria o Nintendo 64 o console mais visionário e […]

> LEIA MAIS: Pouco Pixel 64

The first trip a person makes to Ikea is often with his or her parents. Buzzman Paris brings that bittersweet visit to life in “My Son,” an ad that opens on a mom strolling the store with a boy who can’t be more than 10 years old. 

For someone so young, the kid proves oddly precocious. He makes a beeline for a kitchen island, admiring the surface material. He lauds the practicality of slide-out drawers, and measures furniture while his mother wistfully observes. 

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Tecate thinks building a wall between the U.S. and Mexico is a great idea—as long as it’s 3 feet tall and is used as a meeting place for guys from both sides of the border (and all sides of the political spectrum) to get together and have beers.

The spot below, from Saatchi & Saatchi New York, will get a perfect media placement, too. It will debut Monday night on Fox News, Univision and Telemundo during the presidential debate between Donald Trump—who has proposed a much higher, less beer-friendly wall separating the nations—and Hillary Clinton.

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IHOP is focusing on everyday moments at its restaurants in its first campaign from Campbell Ewald as the pancake chain tries to update its image.

With all of the buzz about breakfast all day, especially since McDonald’s jumped into the fray last fall, IHOP felt it was time to remind people that it has served breakfast all day since the first International House of Pancakes opened in 1958. Instead of using a historical approach, the campaign features modern visits to its restaurants.

The campaign includes a new slogan, “Eat up every moment,” replacing the recent “Come together over breakfast at IHOP” line. The new tagline is meant to work for both the food cues as well as getting people to savor the special, everyday moments.

Continue reading at AdAge.com

Advertising Women of New York is unveiling a rebranding at Advertising Week: The group, known as AWNY since 1934, will now be called She Runs It as the organization seeks to expand nationally and broaden its focus.

Lynn Branigan, president-CEO of the 1,700-strong organization, said AWNY decided to change its name because it has shifted as much as the industry has in recent years and is now about “much more than advertising.” AWNY’s founding name in 1912 was League of Advertising Women.

“We want to be more inclusive of the broader marketing ecosystem,” said Ms. Branigan. She added that the name change will help people and companies understand that She Runs It is an “organization that paves the way for more women to lead at every level in marketing and media.” To that end, it’s also releasing some eye-opening statistics this week.

Continue reading at AdAge.com

Advertising Week 2016 in New York has no single theme, according to Matt Scheckner, the event’s executive director, but the fact that more than a dozen panels are focused on gender, diversity and inclusion is very much deliberate.

This week’s content, he said, is meant to “mirror what are the most timely and topical” issues in the industry and in the world. And this year, the dialogue around gender and race equality, though far from new in the country and in the ad industry, has been reignited by a number of controversial events, whether it be police-related shootings or lawsuits over alleged discrimination.

This summer, Advertising Week partnered with Future Foundation to conduct a gender diversity study of the industry. The survey, which includes responses from 285 executives across the media, marketing and creative industries in the U.S.73% of whom are femalerevealed that 40% of women claim to have encountered gender discrimination in the workplace. The survey also found more than one out of three women (36%) claim to have experienced sexual harassment at work. Advertising Week and Future Foundation will release the full survey on Sept. 28.

Continue reading at AdAge.com

Ikea is tapping the American Dream for its new U.S. campaign. The 73-year-old furniture retailer will unveil “We Help You Make It,” an effort boasting TV and print ads, on Monday. In a 60-second spot, which will also run in a 30-second version, the American arm of the Swedish chain highlights the functionality of its goods for all aspects of modern living, including green diets and parenting in tiny spaces. “At Ikea, we believe that everything, from your lamp to your couch, should work as hard as you do,” a voiceover says. The spot, which will also run in a Spanish version, ends by planting a blue flag that reads, “Make the dream yours.”

Earlier this month, Ikea US commissioned a market research report by the Economist Intelligence Unit to look at the American Dream and how ages, ethnicities and incomes think of success in today’s world. The report found that experiences matter more than tangible goods to American consumers, and Ikea incorporated its findings into the new campaign by highlighting how the home is part of the experience.

“People are defining success more on their own terms, it’s not about collecting more material possessions, it’s about the special times with family and friendsthe time spent in the home making memories together,” said Christine Whitehawk, external communications manager at Ikea US. “That’s at the crux of what we’re doing.”

Continue reading at AdAge.com

Outdoor, Print
Museum of Natural History Geneva

The Museum of natural history of Geneva is a place where kids goes all the times for generations. To celebrate its 50th anniversary, kids form 5 to 6 painted their favorite dinosaurs to announce the new exhibition and made us remember the children we still are inside.

Advertising Agency:cavalcade, Geneva, Switzerland
Creative Director:Julien De Preux, David Von Ritter
Art Director:Julien De Preux
Copywriter:David Von Ritter
Graphic Designer:Kim Schneider