Com 6 indicações ao Oscar – incluindo Melhor Filme, Roteiro e Fotografia – longa estreia quinta-feira, 16 de fevereiro
> LEIA MAIS: ? “Lion: Uma Jornada Para Casa”, a história real de um homem que usou Google Earth para reencontrar sua família
Youtube’s “Rewind” video is once again at the top of this week’s Viral Video Chart, which tallies counting organic and paid views in the week through Sunday.
Running away with the No. 2 spot is “A Better Super Bowl,” a touching clip from Hyundai, which treated several military troops to a very special viewing of the big game. After watching, you might find there’s something in your eye.
“Today’s customer-centric CMO role is exceptionally complex and requires the right balance of left as well as right brain skills, and very importantly, a differentiated set of leadership competencies,” said Caren Fleit, senior client partner and leader of Korn Ferry’s marketing center of expertise. “CMOs with this unique profile are in high demand and are often recruited to lead the next transformation. Also, in some cases, short tenure can be attributed to the organization not being well aligned behind the change that the CMO is tasked with leading.”
CMOs are also among the youngest executives in the C-suite, with an average age of 52. Only chief information officers are younger, and by just one year, with an average age of 51, according to the report.
Marketing leadership turnover continued to soar last year. Recruiting firm Russell Reynolds tracked 177 marketing leadership appointments in the last two quarters of the year, up from 173 in the first half of the year. Total turnover for 2016 was the highest since Russell Reynolds began tracking it four years ago, according to a recent report. Of the CMOs who moved on in the first half of the year, 9% were internally promoted and more than 60% left their company for a new opportunity.
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million+ smart TVs. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are ranked by digital activity (including online views and social shares) over the past week.
Among the new releases, Target serves up a new 30-second spot with the tagline “Happy Together, TargetStyle” that uses the same song (“It Takes Two,” performed by Carly Rae Jepsen and Lil Yachty) the retailer used in its epic three-minute Grammys commercial. Macy’s, meanwhile, gets detailed about its President’s Day Sale (e.g., jewelry is up to 55% off). And in a Visit Las Vegas spot, a guy tucked into a bed in a darkened hotel room uses his bedside phone to order a dozen roses for the guest in Room 867, and then adds, “Uh, wait — and another dozen to 289.” Cue the “What happens here, stays here” tagline.
Subaru’s “Love” campaign is among the most recognizable and enduring marketing efforts in the automobile category. But the brand has not always been this consistent. In the 1990s alone, Subaru cycled through various taglines, including “What to Drive,” “The Beauty of All-Wheel Drive,” “Driven by What’s Inside,” and “Think, Feel, Drive.”
These are among the advertising tidbits Subaru of America shared this week as it prepares a year-long celebration of its 50th anniversary. The celebration culminates on Feb. 15, 2018, when it will mark its founding on that date by American businessmen Malcolm Bricklin and Harvey Lamm. Together they sold Subaru franchises that marketed Subaru cars imported from Japan. (Fuji Heavy Industries acquired Subaru of America in 1990.)
The first Subaru to reach the U.S. was called the 360 and it cost just $1,290 — which was then $300 cheaper than the competing Volkswagen Beetle, according to Subaru. With its early advertising, Subaru of America’s sought to differentiate its vehicles from other foreign car brands, leading to one of its first ads declaring that “Subaru is not a Japanese Beetle.” The marketer embraced affordability, like in the ad below that declared it “the economy car for today’s economy,” while other ads stated, “Cheap and Ugly Does It.”
Since 2011, the Council of Better Business Bureaus has evaluated dozens of cases of alleged violations of the ad industry’s data privacy program, most recently involving well-known consumer brands including Wayfair and Budweiser. As of this month, the enforcement arm of the Digital Advertising Alliance’s self-regulatory principles has an even more complex job: ensuring compliance with guidelines for data use by multiple websites and mobile apps as they serve ads to individuals across devices.
“We do a lot of network forensics testing,” said Jon Brescia, director of adjudications and technology for the online accountability program run by the DAA. That means regularly monitoring traffic on thousands of websites to determine whether websites and apps honor consumers’ opt-out requests, and “to see if the disclosures are up to snuff,” said Mr. Brescia, who acts as the legal-minded complement to a computer scientist who does the hands-on tech work from the accountability program’s offices in Arlington, Va.
Today’s digital ad systems have gravitated towards collecting and employing consumer data across multiple devices, sometimes attaching that disparate information to individuals via various identification methods. The industry’s self-regulators have tried to keep up. The DAA established its cross-device guidelines in November 2015 in an attempt to keep the industry self-regulations in line with how the digital ad industry works currently.
More change is afoot at Ralph Lauren Corp. The 50-year-old fashion brand has hired its first chief marketing officer as the company strives to create a more cohesive brand voice and marketing strategy. Jonathan Bottomley will start as the top marketer at the New York-based retailer on April 3. Mr. Bottomley was briefly a strategy officer at Virtue, Vice Media’s ad agency. Before that, he served at top London shops including BBH and TBWA.
“As we write our next chapter, we continue to add exceptionally strong leaders with passion, energy and talent to lead our company into the future,” said Mr. Lauren, who serves as executive chairman and chief creative officer of the company he founded, in a statement. He noted the company’s evolution.
A marketing makeover, or an expanded effort in the department, might help the brand strengthen its consumer focus as it deals with sales declines. Ralph Lauren has struggled in recent years to convince trend-driven consumers to buy its classic wares, and last year introduced a restructuring turnaround plan under then-chief executive Stefan Larsson. The plan is still underway, though Mr. Larsson recently announced he will depart the company in May as a result of differences in opinion over direction. A highly regarded retail executive credited with reviving sales at Old Navy and H&M, Mr. Larsson’s tenure was briefhe joined Ralph Lauren in November of 2015. A search is underway for a new CEO.
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention analytics from 10 million+ smart TVs. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are ranked by digital activity (including online views and social shares) over the past week.
Among the new releases, Sparkling Ice kicks off its “Be Not Bland” campaign with a family seated at a dinner table; everything’s upside down, but gravity still seems to work selectively, which results in flying objects (meatloaf, Sparkling Ice, a house cat). Walmart previews “The Receipt,” a campaign it’ll run during the Academy Awards telecast (Jack Neff reported about it in January: “Walmart Goes Hollywood, Tapping Star Directors for Oscars Campaign”). And Starbucks serves up a tagline — “Good mornings start here” — in a high-energy spot designed to make you think of the coffee chain as your daily first destination.
The UAW is planning to launch a “buy American” advertising campaign.
Automotive News reports that at a meeting with reporters on Thursday, UAW President Dennis Williams said he is “in discussions” to produce ads to encourage U.S. customers to buy union-made cars manufactured in America. The idea was inspired by a revived buy American sentiment that has been growing since the 2008 recession.
“I haven’t seen it this way for many years,” Mr. Williams said. “People now know the impact of an economy that is reckless in trade and policies and how it impacts their lives.”
O Spotify publicou no seu canal do YouTube três novos anúncios sobre o serviço, cada uma focando numa curiosa playlist criada pelos seus usuários. E para mostrar quão esquisitas essas playlists são, eles chamaram também artistas que tem músicas nelas. No primeiro, acima, a banda DNCE fala de um usuário que criou a playlist “Toque […]
> LEIA MAIS: Playlists curiosas dos usuários viram anúncios do Spotify
Zima could be coming back zoon. MillerCoors is poised to reintroduce the 1990s-era clear malt beverage that was once advertised as “zomething different.”
Beer Business Daily on Thursday reported that the brand is already in distributor warehouses and will “allegedly be offered for a limited time only.” A MillerCoors spokesman told Ad Age that “more news [is] coming soon” and that “if you’re one of the zillion fans who have missed Zima, the answer should be clear.”
Originally owned by Coors, the malt beverage surged out of the gate in the early 1990s, before falling on hard times. It was eventually discontinued in the U.S. several years ago, but is still sold in Japan.
Samsung Group’s Jay Y. Lee was formally arrested on allegations of bribery, perjury and embezzlement, an extraordinary step that jeopardizes the executive’s ascent to the top role at the world’s biggest smartphone maker.
The Seoul Central District Court issued the warrant for Mr. Lee’s arrest early Friday. Including procedural steps and appeals, it may take as long as 18 months for a trial and verdict. The decision was made because of the risk that he might destroy evidence or flee, a court spokesperson said.
Investigators are looking into whether the vice chairman of Samsung Electronics Co. was involved in providing as much as $38 million to benefit a close friend of South Korean President Park Geun-hye, in exchange for government support of his management succession. Prosecutors allege that Mr. Lee, 48, funded Ms. Park’s associates as he tried to consolidate control over the sprawling conglomerate founded by his grandfather.
As the Reuters bureau chief for the Balkans living in Serbia from 2008-2011, Adam Tanner grew accustomed to maneuvering in the shadows in places with authoritarian tendencies in the hopes of illuminating what was really happening in government and society. Turns out his experiences attempting to uncover practices of the data industry aren’t much different in that way.
“Having also worked for five years in Russia in the 1990s, I would say the similarities are that there are many opaque corners of these societies that authorities would rather not shed light on,” said Mr. Tanner, author of “Our Bodies, Our Data,” his second book on the topic of the data industry. “Similarly, many in the big health data bazaar would prefer to continue their lucrative trade without much public attention.”
The fact that the health, pharma and medical data sector, not unlike the data industry as a whole, is less-than-transparent is no secret. In fact, the subject has been covered here in Ad Age (which, coincidentally, has its roots in the medical industry through Crain’s very first publication in 1916, Hospital Management).
Com a nova onda de vlogs, principalmente no YouTube, as empresas tem direcionado alguns modelos para esse segmento. Vemos isso com a nova Canon EOS M6, que tem uma tela touch muito móvel e faz com que o viewfinder tenha que ser comprado separadamente. Alguns fatores são primordiais em uma câmera para vloggers. A tela […]
> LEIA MAIS: Canon lança novas câmeras com foco nos vloggers
Pra quem ainda estiver jogando…
> LEIA MAIS: Para não deixar o jogo morrer: Niantic adiciona 80 novas criaturas em “Poke?mon Go”
Em “Santa Clarita Diet“, série estrelada por Drew Barrymore e Timothy Olyphant na Netflix, a personagem de Barrymore passa a comer somente carne depois de uns problemas. É uma simplificação sim, para não dar muitos spoilers sobre o resto da série, que por sinal é bem legal. Já a música “Alma Gêmea”, de Fábio Júnior, […]
> LEIA MAIS: “Alma Gêmea” de Fábio Júnior encaixa muito bem em clipe da série “Santa Clarita Diet”
Nesta semana recebemos Luiz Yassuda para descobrir se somos homens de verdade em “Os Filhotes” de Mario Vargas Llosa. OUÇA ======== Download | iTunes | Feed ======== COMPRE O LIVRO Saraiva Cultura Amazon ======== COMENTADO NO EPISÓDIO Podcast – Mupoca Podcast – B9 ======== FALE CONOSCO . Email: caixadehistorias@b9.com.br . Facebook: www.facebook.com/caixadehistoriaspodcast . Twitter e […]
> LEIA MAIS: Caixa de Histórias 81 – Os Filhotes
O que é ou não uma inspiração no cinema vai muito do olhar de cada espectador, mas é fácil encontrar algumas referências clássicas quando se presta bastante atenção durante a execução de uma sequência. Em “The Art of Homage” (A Arte da Homenagem), é possível ver uma coletânea de filmes que tiveram a atuação dos […]
> LEIA MAIS: Supercut reúne referências clássicas do cinema em filmes atuais
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