Hasta La Creative!

Ogilvy & Mather U.K. group chief creative officer Emma de la Fosse is introducing a new model for the agency called Makerspace, Campaign reports.

Get ready, because it is going to totally revolutionize the way creative agencies work, you guys! For reals this time.

Here’s the skinny: Rather than focusing on planning and research in the initial stages of the creative process, the agency will jump right in to creating a rough version of its intended approach immediately, while working within existing client budgets, aiming to complete each Makerspace project within a month. Campaign notes this could range from a pilot spot to launching social content that acts as a litmus test of public response to the work. The idea is that showing clients a tangible example of the creative approach in a meeting will result in a shared vision for strategy while allowing the campaign to reach its final stages more quickly.

Skeptical? Of course you are. But the agency is currently working with Dove, Pizza Hut and American Express on such Makerspace live briefs.

Ogilvy & Mather Group U.K. plans to adopt the Makerspace approach throughout its agencies and has set up a team to aid adoption of the strategy. Led by strategic maker Gary Bonilla, the team will be comprised of a data analyst, coder, two creative technologists, an Ogilvy PR executive and a paid media specialist from Neo@Ogilvy.

De la Fosse told Campaign the approach would result in the agency creating more work, adding, “The amount of chat that goes on in an agency is painful – it can take up to a year to make a TV commercial.”

The revolution will not be televised. Take note.

A grande ansiedade pela chegada de “Rogue One” nos cinemas é algo difícil de segurar. Temos brinquedos, séries animadas com LEGO e muitos teasers envolvendo o filme. E agora temos também um mashup, que coloca o áudio do trailer mais recente com clipes de filmes consagrados da Pixar. O mashup mostra como seria um universo […]

> LEIA MAIS: No mashup “Rogue One – A Pixar Story”, os verdadeiros rebeldes são personagens da Pixar

Job hunting is balls, especially when you’re fresh to the industry and have little more to your name than some spec work and a wild hope. Where do all those LinkedIn job submissions go, anyway? Nowhere you can follow, my friend. 

The worst, though, is when you finally do get the recruiter’s name and it’s like trying to decrypt the Riddle of the Sphinx just to get them to look at you. That’s why designer and maker Cassondra Bazelow is coding up Responsive Recruiter Bot, a Facebook Messenger bot that, if nothing else, will at least give you the time of day. (Just don’t expect to get many words in edgewise.)

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Hillary Clinton submits herself to the world’s most uncomfortable talk show — Funny or Die’s “Between Two Ferns With Zach Galifianakis” — and it all goes very awkwardly (by design). At the start of the episode, Galifianakis is tackled by the Secret Service before asking his first question, “Are you excited to be the first girl president?,” and then offering a follow-up observation: “For a younger, younger generation, you will also become their first white president, and that’s pretty neat too.” His line of questioning continues to devolve — “When you see how well it works for Donald Trump, do you ever think to yourself, ‘Oh, maybe I should be more racist!’,” “Any regrets over losing the Scott Baio vote?” Then he interrupts Clinton for a “word from our sponsor” — and it’s a Trump “Make America Great Again” campaign ad. “He paid me in steaks,” Galifianakis explains.

Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large. You can follow him on Twitter @simondumenco.

Continue reading at AdAge.com

A key finding in the work the Association of National Advertisers, or ANA, has been doing on the media transparency issue over the past two years is that the contracts between marketers and their media agencies are at the very heart of the controversy.

And when it comes to those contracts, marketers are at a distinct disadvantage and are significantly overmatched in negotiations with their agencies. Here’s why.

The huge holding companies like WPP, Omnicom, Publics, IPG and Havas all have teams of contract specialists whose jobs are to help the agencies get the most favorable contractual terms. These teams consist of lawyers who collectively have visibility into hundreds and perhaps thousands of advertiser/agency agreements. (Read that last sentence again, please).

Continue reading at AdAge.com

Media, Outdoor
Shout Color Catcher

Shout® Color Catcher® is a laundry sheet that allows people to wash whites and colors together by absorbing and trapping color dyes. For years, people have been sorting out their clothes when washing them. 

We needed to change the behavior of consumers to make our product relevant. Without budget to communicate the benefit in grocery stores, we created a new media placement: TAG ADS. 

A special tag strategically placed next to the tags with the washing instructions, encouraging people to not follow the washing instructions and instead, wash all their laundry together with Shout Color Catcher. 

The TAG ADS educated our consumers inviting them to change their behavior, while showing them the benefits of washing with Shout Color Catcher. We partnered with a T-shirt manufacturer, and roll out T-shirts with the Tag Ads among all their different locations.

Advertising Agency:Ogilvy & Mather, Chicago, USA
Chief Creative Officer & CoChairman:Tham Khai Meng
Chief Creative Officer:Joe Sciarrotta
Global Executive Creative Director:Chris Gotz
Global Group Creative Director:Renata Florio
Creative Director:Luis Ramirez, Nicolas Mejia
Associate Creative Director:Gonzalo Palavecino
Designer:Connor Fleming
Executive Group Director:Pete Lewis
Account Executive:Erica Lachat, Katherine Fleiss
Executive Content Producer:Kim DeNapoli
Production Associate:Robert Freeman Smith
Line Producer:Andrea Raby
Assistant Account Executive:Katie Shutt, Casey O’Connell
Account Supervisor:Hanna Lee

In its continuing effort to bust silos, Publicis Communications is creating a single P&L in each country for all its creative agencies, and the U.S. is next.

To handle that responsibility for North America, Andrew Bruce and Kurt Ritter will be named CEO and chairman, respectively, of Publicis Communications North America at today’s global meeting of 140 Publicis execs from around the world, led by Arthur Sadoun, CEO of Publicis Communications. Both will retain their current roles; Mr. Bruce is president-CEO of Publicis Worldwide’s North America region and Mr. Ritter, a former longtime General Motors exec who joined Saatchi in 2003, is chairman-CEO of Saatchi & Saatchi Los Angeles and Team One, and chairman of Canada.

“The P&L will be at the country level rather than the brand level,” Mr. Sadoun told Ad Age. “I have no doubt this is the future.”

Continue reading at AdAge.com

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