McAfee Rebranding Might Be One of 2017's Boldest Moves
Posted in: UncategorizedHere’s a question for marketers: When rebranding your company, do you start fresh and pick a new name or do you select an established identity that’s also associated with the bizarre and scandalous life of former software tycoon John McAfee?
For Allison Cerra, who was just promoted to chief marketing officer from VP-marketing at Intel Security, the company being renamed, the answer is simple: McAfee.
TV Feels the Heat from Google and Facebook
Posted in: UncategorizedCategory: Beyond Madison Avenue
Summary: About a year ago, Bryson Gordon was emptying a box of his mom’s old things when he uncovered a document from a bygone era in advertising: an ad sales research report from 1963, written by his mother when she worked at BBDO in San Francisco. Written for an orange-soda client, the report summarized the impact…
Yahoo + AOL se transforma em nova companhia chamada Oath
Posted in: UncategorizedApós a compra do Yahoo pela Verizon, a empresa de telefonia americana decidiu remodelá-lo junto da AOL sob uma nova identidade, chamada Oath. Sim, é verdade, a marca Yahoo que ficou conhecida por todos os usuários um pouquinho mais antigos da internet, até os mais atuais, pode sumir em breve. Veja o tweet do CEO da […]
> LEIA MAIS: Yahoo + AOL se transforma em nova companhia chamada Oath
Hey, Brands: Almost Half of Americans Don't Find You Honest
Posted in: UncategorizedIn case there was ever any doubt, the country’s political divide is making life difficult for marketers.
Some 42% of Americans find brands and companies less truthful today than 20 years ago, according to a survey presented by McCann at the 4A’s Transformation conference on Monday. At the same time, 84% of respondents to the survey, conducted by McCann’s Truth Central unit, said they believe brands have the power to make the world better place. Some 48% said brands need a strong identity and clear role.
So what are marketers supposed to do?
Hear Tagline Episode 3: Wyclef Jean Talks Creativity, Music and Politics
Posted in: UncategorizedWyclef Jean, the Fugees cofounder and former candidate for president of Haiti, joined Ad Age and iHeartMedia at SXSW for the latest episode of the “Tagline” podcast series, sponsored by Bulleit Frontier Whiskey, this time focusing on music and marketing.
With a lively streak of politics.
“You write ‘Hips Don’t Lie’ and after you write this song you go, ‘Okay, this one is perhaps the biggest air-played song of all times,'” Wyclef said. “Then you go, ‘Well, is this how I want to leave the earth?’ I come from this place. I used to ride a donkey and so this is what I want the world to understand about me. So now you’re fighting because your agents and everyone’s like, ‘Yo, dude. Don’t go there. You’re basically gonna lose it all. Like, do not. Stay away from politics. Don’t go.'”
Mercedes-Benz Pulls Ads From 'O'Reilly Factor' Over New Harassment Allegations
Posted in: UncategorizedMercedes-Benz has pulled its ads from Fox News’ “The O’Reilly Factor” after new reporting emerged over the weekend about sexual harassment allegations involving host Bill O’Reilly.
“We had advertising running on ‘The O’Reilly Factor’ (we run on most major cable news shows) and it has been reassigned in the midst of this controversy,” Donna Boland, a spokeswoman for Mercedes-Benz USA, said in a statement. “The allegations are disturbing and, given the importance of women in every aspect of our business, we don’t feel this is a good environment in which to advertise our products right now.”
The New York Times on Saturday reported that five women had received payments totaling about $13 million from either Mr. O’Reilly or Fox News parent 21st Century Fox in exchange for not pursuing litigation about their accusations.
Books of The Times: Stories of Wonder, Fear and Kindness From the Moth
Posted in: UncategorizedThe storytelling movement has led to a book, which gathers 45 tales that attest to the startling variety and travails of human experience.
Netflix ativa downloads em computadores e tablets com Windows 10
Posted in: UncategorizedDepois de disponibilizar para usuários de Android e iOS a funcionalidade de baixar episódios para assistir offline, a Netflix agora também permite que usuários de Windows 10 façam o download de conteúdo. Para a não surpresa de todos, vale ressaltar que isso só vale para quem usa o Windows 10 em PCs e tablets. Quem […]
> LEIA MAIS: Netflix ativa downloads em computadores e tablets com Windows 10
Freedom Redefined
Posted in: UncategorizedFreedom of speech, the freedom to pursue happiness and opportunity, or the freedom of worship.
We are accustomed to regarding freedom as primarily positive.
But now the situation is shifting. Especially in the current economic and political crisis, the flip side of liberal ideas of freedom—namely, the freedom of corporations from any form of regulation, as well as the freedom to relentlessly pursue one’s own interest at the expense of everyone else’s—has become the only form of universal freedom that exists: the freedom from social bonds, freedom from solidarity, freedom from certainty or predictability, freedom from employment or labor, freedom from culture, public transport, education, or anything public at all.
These are the only freedoms that we share around the globe nowadays. They do not apply equally to everybody, but depend on one’s economic and political situation. They are negative freedoms, and they apply across a carefully constructed and exaggerated cultural alterity that promotes: the freedom from social security, the freedom from the means of making a living, the freedom from accountability and sustainability, the freedom from free education, healthcare, pensions and public culture, the loss of standards of public responsibility, and in many places, the freedom from the rule of law.
Contemporary freedom is not primarily the enjoyment of civil liberties, as the traditional liberal view has it, but rather like the freedom of free fall, experienced by many who are thrown into an uncertain and unpredictable future.
These negative freedoms are also those that propel the very diverse protest movements that have emerged around the world—movements that have no positive focal point or clearly articulated demands, because they express the conditions of negative freedom. They articulate the loss of the common as such.
In our dystopia of negative freedom—in our atomized nightmares—nobody belongs to anybody (except banks). We don’t even belong to ourselves. Not even in this situation will I give you up. Will I let you down. Have some faith in the sound. It’s the only good thing we got.
Just like Kurosawa’s free lancers and mercenaries in Yojimbo (1961), who form bonds of mutual support in situations of Hobbesian warfare, feudalism, and warlordism, there is something we are free to do, when we are free of everything.
The new freedom: you’ve got to give for what you take.
— Hito Steyerl
The post Freedom Redefined appeared first on Adbusters | Journal of the mental environment.
IPG's Michael Roth Throws Shade at Consulting Companies Competing With Ad Shops
Posted in: UncategorizedIn a wide-ranging discussion at the 4A’s Transformation conference this morning, Michael Roth, Interpublic Group of Cos. Chairman-CEO, discussed industry hot buttons such as brand safety on YouTube, transparency and measurement issues on digital platorms and the incursion of consulting companies on agencies’ turf.
Mr. Roth, who talked about IPG’s “open architecture” structure, which gives clients access to all disciplines across its network, said he thinks consulting firms, like Accenture, are trying to get into advertising “because their own business isn’t doing particularly well.”
He added that while they are already working with the C-suite, the consulting firms aren’t going to come up with iconic creative campaigns. “You need special individuals on the creative side, and frankly, I don’t see those individuals working at an Accenture,” he said.
BBDO Toronto Sees Through ‘Hunger Vision’ for Snickers
Posted in: UncategorizedBBDO Toronto launched a new iteration on the long-running “You’re Not You When You’re Hungry” Snickers campaign centered around a 30-second spot entitled “Hunger Vision,” which features an appearance by Toronto Raptors point guard Cory Joseph.
Two friends are watching the Raptors game when one of them says, “You look just like Cory Joseph,” much to his buddy’s befuddlement. So he (temporarily appearing as Joseph) hands his friend a Snickers saying, “you get a little confused when you’re hungry.”
It turns out his friend didn’t look so much like Joseph after all.
The campaign also includes a series of OOH ads featuring the “S” in Snickers marking the divide between terms like “Furious” and “Smiling” and “Clueless” and “Smart.” Both approaches mark a clear continuation of the “You’re Not You When You’re Hungry” approach, without the meta aspect of BBDO New York’s “live” Super Bowl effort for the brand and subsequent follow-up.
Credits:
Agency: BBDO Toronto
Executive Creative Director: Todd Mackie, Denise Rossetto
Senior Art Director: Mike Schonberger
Senior Copywriter: Matt Hubbard
Account Director: Rachel Selwood
Account Supervisor: Jamie Faltl
Agency Producer: Beatrice Bodogh
Production: Partners Film Co
Directors: Ben Hurst, Dave Thomas
Director of Photography: Mikhail Petrenko
Producer: Kellyann Murphy
Editing: Saints Editorial
Editor: Robin Haman
Transfer: Alter Ego
Online Editor: Eric Perrella
Music: Ricochet Audio
Audio Production Manager: Mike Rosnick
Monday Odds and Ends
Posted in: Uncategorized–Elizabeth Banks returns in Pereira & O’Dell’s latest for Realtor.com (video above).
-Y&R launched a social impact practice called Y&R Inspire Change.
-Effie Worldwide announced a new board of directors.
–Jeff Goodby shares the best career advice he’s ever received.
–New York based creative production studio Cause+Effect added Duncan M. Sullivan to its directorial roster.
–Kristy Sammis, cofounder and chief innovation officer at influencer marketing agency Clever, thinks microinfluencers are “crushing it.”
-Bicoastal production and post-production company Greenpoint Pictures added comedy director Micah Perta to its roster for commercial representation.
Agora você pode pesquisar conteúdo no Snapchat
Posted in: UncategorizedA nova ferramenta de busca oferece resultados do acervo público de Stories
> LEIA MAIS: Agora você pode pesquisar conteúdo no Snapchat
IPG's Michael Roth Throws Shade at Consulting Companies Competing With Ad Shops
Posted in: UncategorizedIn a wide-ranging discussion at the 4A’s Transformation conference this morning, Michael Roth, Interpublic Group of Cos. Chairman-CEO, discussed industry hot buttons such as brand safety on YouTube, transparency and measurement issues on digital platorms and the incursion of consulting companies on agencies’ turf.
Mr. Roth, who talked about IPG’s “open architecture” structure, which gives clients access to all disciplines across its network, said he thinks consulting firms, like Accenture, are trying to get into advertising “because their own business isn’t doing particularly well.”
He added that while they are already working with the C-suite, the consulting firms aren’t going to come up with iconic creative campaigns. “You need special individuals on the creative side, and frankly, I don’t see those individuals working at an Accenture,” he said.
Barbarian Group Taps Cathy Butler as CEO Following Tumultuous Year
Posted in: UncategorizedCheil Worldwide’s The Barbarian Group has hired DigitasLBI’s Cathy Butler as CEO, effective immediately, following a string of executive departures and changes over the last year.
Ms. Butler is taking the position from Aaron Lau, who assumed the role of interim CEO last September after former chief executive Peter Kim left the agency. Mr. Kim succeeded previous CEO Sophie Kelly, who stepped down at the end of 2015. Following Ms. Kelly’s departure, Chief Creative Officer Edu Pou, head of talent and HR Michele Prota, head of account management Sherri Chambers, Creative Director Jill Applebaum, Chief Technology Officer Robert Christ and co-founders Keith Butters and Benjamin Palmer, among others, left Barbarian.
“We’ve been looking for this role for quite some time now. It’s a very important time, where we’ve been doing a lot of soul searching and looking at where we take Barbarian into the 21st century given we have a fantastic foundation and culture, and this is a chance to reinvent ourselves,” said Mr. Lau, adding that he did more than 200 hours of interview for the CEO position with at least 50 people.
Cheese Marketer Bel Group Picks Mediavest Spark for Media; Drops OMD
Posted in: UncategorizedBel Group, the French marketer behind cheese brands including Boursin, Laughing Cow and Mini Babybel, named Mediavest Spark as its media agency across 20 markets including the United States.
Mediavest Spark grabbed the business that was previously handled by Omnicom’s OMD.
Publicis Groupe’s Mediavest Spark is primarily overseeing the account from Paris, with other offices pitching in, including Chicago for the U.S. work.
Nissan: Camelpower
Posted in: Uncategorized
Desert off-road driving in the Middle East is practically a sport. For years car brands have been using horsepower to measure its desert capabilities, but on mighty dunes, having high horsepower is not enough. The GTR is the perfect example of a car that has high horsepower and zero desert capabilities.
Nissan United Middle East has partnered with National Geographic to present ‘Camelpower,’ a concept that has been in the work for more than a year and a half now, a new measurement unit for desert performance. And just like horsepower was based on a horse, this new unit is based on a true desert beast and icon of the middle east region, The Camel.
The concept was developed by Nissan Engineers and it now has full support of the Emirates Authority for Standardization and Metrology (ESMA) who plans to take this unit to a global ISO accreditation and get all car brands to apply it to their SUV desert models.
See the full documentary at: http://camelpower.ae/en/