Hasta La Creative!

Last month, Havas parted ways with chief creative officer, Americas Toygar Bazarkaya as part of a leadership shakeup and move toward more regional leadership. Now Bazarkaya has joined We Are Unlimited, Omnicom’s dedicated McDonald’s unit, as chief creative officer, effective May 15, Adweek reported earlier today.

Bazarkaya joined Havas as CCO, Americas back in November of 2015, following over five and a half years as an executive creative director with BBDO New York and over three years as an executive creative director and chief creative officer with BBDO in Germany before that. During his time with BBDO, he worked with clients including Visa, Mercedes, Dos Equis, Gillette and Major League Baseball.

At We Are Unlimited, Bazarkaya will work closely with president, CEO Brian Nienhaus and the rest of the executive team, while reporting to DDB North America CCO Ari Weiss, who assumed that role at the beginning of February.

“Toygar is one of those rare creative leaders who moves mountains,” Weiss said in a statement about his first major hire as DDB North America CCO. “I can’t wait to see what he does with the Golden Arches.”

“Great things happen when the best from every discipline collaborate with one common goal and one voice,”Bazarkaya added in his own statement. “I couldn’t be more excited to join the team.”

Bazarkaya’s arrival follows the news earlier this month that Morgan Flatley is replacing Deborah Wahl as McDonald’s CMO.

Image: Getty Images

Parece que o Spotify quer enveredar por novos caminhos, agora no desenvolvimento de hardwares.

Pelo menos é o que dá para interpretar de uma oportunidade de emprego no site da companhia que diz que a empresa deseja desenvolver um produto semelhante ao Pebble, Amazon Echo e ao Spectacles, o óculos do Snap, para “mudar a maneira como o mundo experimenta a música”.

Obviamente ainda não existem muitos detalhes do que se pretende fazer, mas pelo que fontes afirmam, o dispositivo será conectado à internet e ao Spotify, mostrando que não se trata de uma integração entre o serviço e o dispositivo de uma outra marca.

Além disso o serviço de streaming também procura um profissional para trabalhar na área de produtos ligados à voz, o suficiente para nos fazer imaginar um dispositivo semelhante a um iPod baseado o controle de voz. Será?

> LEIA MAIS: Spotify trabalha em novo wearable com controle de voz

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 over the weekend. The Most Engaging ads are ranked by digital activity (including online views and social shares) over the past week.

Among the new releases, Anthony Rizzo shows up on “The Show Show” — a show-within-a-commercial (for MLB The Show 17) — to try to explain why it took the Cubs 108 years to win the World Series. A dapper fellow named (no kidding) Edward McShittelhouse III appears in an Overstock.com ad that’s all about Overstock wanting you to know that, despite its name, it sells a lot more than overstock merch. And with a little help from Chef Aarn Snchez, Coca-Cola serves up a food-porn ad focusing on irresistible Mexican cuisine that pairs well with (of course) a Coke.

Continue reading at AdAge.com

Mark Wahlberg says “the entertainment-loving people of America” should be able to watch their favorite TV when and how they want in a new campaign for AT&T that pulls together the telco giant’s various offerings.

The campaign, called “Terms & Conditions,” pitches AT&T’s DirecTV, internet service and wireless service by describing how customers can stream shows and live TV across their devices using AT&T with unlimited data.

“We don’t want just some of our television on [the phone], we want all of it — all our favorite shows and live channels. Even C-SPAN,” Wahlberg says in one spot as he and actor and comedian Rob Corddry tuck a dozing politician in with a pillow and blanket. Then, he whispers: “A valuable and underappreciated public service.”

Continue reading at AdAge.com

Clients want us to deliver online experiences that are competitive with Facebook, Amazon, Netflix, Google and other top-tier tech companies because that’s what consumers demand. This has created a war for talent unlike anything I’ve seen in my career. While it must be fought, it can never be won because the rules are not what they seem.

Our clients want web and native experiences that look, feel, and perform like they were built by Facebook, Netflix, Microsoft, Google, Apple, etc. (And they want the back-end systems to support them). Each of these companies build with very specific programming languages and frameworks.

If you want to build a project for a client that looks and feels as good as Facebook, why wouldn’t you use their code?

Continue reading at AdAge.com

O’Keefe Reinhard & Paul launched a new campaign targeting millenial men with the message, “Don’t Wear Your Dad’s Underwear.”

The spot opens by celebrating the things you’ve learned from dad: the meaning of hard work and taking pride in a job well done. A voiceover celebrates dad’s teachings over footage of older guys rocking some dated underwear while standing in front of an open fridge door, skimming the pool and drinking a cup of coffee while staring out the window. It then adds, “But don’t wear your dad’s underwear,” followed by footage of a young man stepping into a pair of Gildan as the voiceover promises “Your dad will be proud,” (Is underwear selection sort of a strange reason for parental pride or is it just us?) followed by the tagline, “The next generation of underwear.”

Supporting the 30-second anthem ad are a series of 15-second spots playing off the same theme (and utilizing some of the same footage) and a social media component, as well as branded digital ads on Tinder. OKRP and Gildan partnered with Chicago media agency Kelly Scott Madison on media buying and planning. The approach introduces a broad brand positioning for Gildan that distances it from “dad’s” brands while introducing some product benefits in the process.

“‘Not your Dad’s Underwear’” is a bold statement that gets to the point fast. Perfect for today’s attention challenged audience,’ OKRP chief creative officer Matt Reinhard explained in a statement. “And when you are the challenger brand in the category, you can push off the competition and raise your awareness as the new alternative.”

“Our male consumer has the millennial mindset and we know that this audience is looking for quality products at a better value,” added Gildan vice president, marketing Rob Packard. “We also know they are looking for new brands that they can make their own, not their parent’s brands. This campaign takes on legacy brands while raising awareness of Gildan’s promise of delivering the next generation of underwear.”