Hasta La Creative!

Marketers today have a tough job. They are tasked with creating ever-increasing amounts of content, on tighter budgets and turnarounds, for a myriad of platforms and formats. For those producing video, the solution to this very modern situation isn’t new or innovative, but rather builds on a very old practice: cutting longer spots into shorter ones of varying lengths.

This tried-and-true method served us pretty well in the much simpler TV era. But that era, for better or worse, is gone. Marketers are no longer speaking to a captive TV audience waiting for their scheduled program to return. Because of this, marketers know they need to create content that immediately grabs attention in a world in which 94% of viewers skip a pre-roll ad after the first five seconds, or, more accurately, as soon as they can.

Why are they still using longer 30- or even 60-second spots as their starting point for the bulk of their video content?

Continue reading at AdAge.com

-Freelance creative director Ted McCagg teamed up with Subvoyant director Jason Cacioppo and composer Patrick McArthur to launch this anti-Trump “Us vs. Them” spot (video above).

–Erin Johnson‘s lawyers say the initial filing against former JWT CEO Gustavo Martinez is “just the tip of the iceberg.”

-Today in “Are these ads sexist?”: Vera Bradley’s “It’s Good to be a Girl” campaign.

-PS260 partner and editor Maury Loeb argues to “Respect the Format: Stop Chopping Up Spots to Make ‘New’ Content.”

-McDonald’s, Gatorade and Unilever were some of the first brands to launch Snapchat API campaigns.

-Accenture Interactive managing director Joy Bhattacharya shares “the view from the world’s biggest digital agency.”

-Getty Images announced a new partnership with the Women’s Sports Trust to increase the visibility of women’s sports and female athletes.

-Theranos laid off forty percent of its workforce. No word on whether that includes former TBWA executives.

Absolut Vodka appointed BBH London as lead global creative agency, following a review, The Drum reports. Sid Lee formerly held creative duties on the account and is believed not to have participated in the review.

“We are thrilled to have the creative and strategic talents of BBH join the Absolut family as we bring to life the next evolution of the #AbsolutNights campaign,” Absolut vice president, marketing Craig Johnson told the publication. “We are confident that the approach BBH demonstrated through the pitch process will extend our legacy of bold marketing that made Absolut one of the world’s most known and loved brands.”

BBH London’s first effort will be an iteration of the #AbsolutNights campaign launched in 2014 across all markets. Sid Lee’s Amsterdam and New York offices teamed up last May for an #AbsolutNights effort centered around a 30-second broadcast spot documenting related events in cities including New York, Berlin, Sao Paolo and Johannesburg.

BBH London managing director Adam Arnold told The Drum that the agency was “deeply proud” to be working with the client, adding, “Our ambition is to live up to its rich advertising heritage and at the same time make the brand meaningful to a whole new generation of drinkers. Creative opportunities do not come bigger or better than Absolut.”

The news follows Uber choosing BBH London as its first official agency in the U.K. back in March and the departure of  deputy executive creative director, managing partner Caroline Pay, and subsequent promotions of Ian Heartfield and Black Sheep Studios CEO Anthony Austin to deputy executive creative director roles in July.

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