Hasta La Creative!

Dorit Rabinyan hopes Americans will read her prizewinning novel, ‘All the Rivers,’ for its story, and not the controversy surrounding it in Israel.

Grey has named John Patroulis as global chief creative officer, based out of its New York office. He replaces Tor Myhren, who left to join Apple as vice president of marketing communications in December of 2015. 

“John has this rare and perfect combination of creative preciousness and steadfast business acumen,” Grey global president Michael Houston told Adweek. “We’re excited to partner with him to ensure that Grey New York is absolutely at the top of its game.”

“There was no rush to replace Tor when he left,” he explained, describing the former leader’s absence as “an opportunity to rethink what the future of the agency and the evolution of ‘Famously Effective’ look like as we change with our clients.”

Patroulis joins Grey from BBH New York, where he has spent the past two years as creative chairman, following three as chief creative officer. Prior to that he co-founded twofifteenmccann and served as the agency’s executive creative director. He also helped found another San Francisco agency, T.A.G., for which he served as global creative director/executive creative director.

In his new role, Patroulis will work closely with Grey New York CEO Debby Reiner, who was promoted to that role back in December, while reporting to Houston.

Houston and Grey Global CEO Jim Heekin announced the news in an internal memo, which we’ve included below.

We wanted to share the great news that John Patroulis will be joining the agency as Worldwide Chief Creative Officer, based in New York.

John will partner with Debby Reiner, CEO of Grey New York, in the management of the founding office in the network. He will oversee all creative development; help set and implement the creative vision; spearhead the recruitment of top talent and guide new business creative efforts.

John is one of a kind.  He’s brought his unique creative talents to build giant global brands for giant global networks.  He also co-founded two agencies on the cutting-edge of integrated storytelling and social-media driven content that have expanded the boundaries of advertising.

An innovator and marketing influencer, John Patroulis has spent the past six years at BBH New York.  He became Chief Creative Officer of the agency in 2011 and was promoted to be its first-ever Creative Chairman in 2015.

Under his leadership, BBH New York has been named to Advertising Age’s Creativity A-List and he was named to the Adweek 50.  With integrated campaigns for clients like Playstation, Axe, Google and Cole Haan, BBH New York has become one of the most awarded agencies in city, winning multiple Lions across Film, Cyber, and Integrated categories, as well as winning the Integrated Grand Prix for Netflix “House of Cards.”

John has won every top international creative honor several times over including the One Show “Best in Show,” Grand Clio, The Grandy and Cannes Grand Prix, which he has won three times.

Per Pedersen, who was recently promoted to Global Creative Chairman, will continue to lead the Grey Global Creative Council and work with our senior creative leaders across the world.  Together, they have delivered record performances at Cannes with breakthrough work for a host of clients.

Please give both your full support as we stretch the boundaries of “Famously Effective” creativity.

Regards,
Jim and Michael

Prior to BBH, Patroulis co-founded San Francisco agency T.A.G., which went on to become Twofifteenmccann. There, he oversaw award-winning work for Xbox, including the “Halo 3 Believe” campaign, which set a new standard for the videogame category. He also previously worked at TBWA/Chiat/Day, he helped to create Adidas’ “Impossible Is Nothing” campaign and began his career as a copywriter at New York’s N.W. Ayer.

Patroulis will be based in Grey’s New York office and partner with Grey New York CEO Debby Reiner. He will help set the agency’s creative vision going forward and oversee all creative.

Continue reading at AdAge.com

Direct Marketing, Design
Tempo

Launched in 1929, Tempo enjoyed 80 years of continuous success, becoming not only Italy’s favourite tissue but also an indispensable ally for hygiene & against illness. 

Unfortunately, this old promise that made Tempo so successful gradually became part of the problem: the brand was still talking about allergies, colds and other unpleasant conditions. As a result, affection for the brand cooled. 

This campaign sought to reinvigorate the brand by making it relevant and by forging an emotional connection with consumers. BBDO made Tempo stand not only for illness and unpleasant conditions, but also for happy moments too. 

And no event could be happier and more emotional than a pregnancy announcement. They started by studying the emotional/behavioural patterns of the couples who go through this situation in life to understand that only 28% of women discover they’ll be moms in the presence of their partners. 

To ensure that the other 72% of them live that moment in a less solitary and impersonal way, BBDO switched the roles by creating a sharing pregnancy test that reveals the results to the man first, so he can let his woman know whether or not she is pregnant in a sweeter way. 

This way, for the first time in history, on March 18 a man announced to his partner that they would become parents. As expected, conservatives and feminists attacked the man and the idea, clashing against thousands of people in favour of this alternative scenario. 

This national debate gave Tempo the opportunity to take a stand for consumers’ right to choose how to live this emotional moment by activating celebrities, influencers, individuals and groups who got the first samples of our pregnancy test and started sharing their support of this innovation and the brand behind it. 

In doing so, Tempo connected with audience in a manner no other brand has ever done and encouraged them to associate its hankies with the most emotional moments of life too. www.testdigravidanzaperuomini.it

Advertising Agency:DLV BBDO, Milan, Italy
Executive Creative Directors:Federico Pepe, Stefania Siani
Creative Directors:Michele Picci, Andrea Jaccarino
Copywriters:Monica Carallo, Valentina Amenta
Art Director:Francesca Montrucchio
Head Of Digital:Nicola Guarino
Integration:Nicola Guarino
Head Of Social Media:Nicola Guarino
Social Media Strategist:Carlo Crudele
Account Director:Marina Mastandrea
Account Executive:Marta Lucattelli
Strategic Planner:Alessandro Mese
Head Of Production:Alessandro Pancotti
Creative Technologist:Paul Tapia
Ux Designer:Paul Tapia
Project Manager:Roberto Nuccio
Head Of Design:Luca Anania
Designer:Alice Fattore
Director:Matteo Masin

(TrendHunter.com) This AR stores platform makes starting a business more accessible to aspiring entrepreneurs. The virtual shops let any individual create their own enterprise, by using the MindStores platform. The…

MRM/McCann New York launched a new campaign for Staples, the brand’s fourth in its 31-year history, entitled “It’s Pro Time.”

“It’s Pro Time” focuses on how workers in all kinds of fields strive to be true professionals at their job, centered around a 30-second anthem ad calling on viewers to “Summon Your Pro.” It opens with a voiceover stating “Somewhere, inside each of us, there’s a pro,” over footage of hardworking employees who arrive early and/or stay late. As the spot unfolds, it focuses on a variety of individuals rolling up their sleeves and tackling various projects, admitting along the way that summoning your “pro” isn’t easy, but concluding that “Once you’ve found it, you can do anything.”

The spot will make its debut on May 8, with a series of 15-second spots furthering the message of the campaign with a focus on individual professionals and small business owners in variety of fields.

“It’s Pro Time” is notable for a variety of reasons. According to a press release it’s “the first in the company’s history to look beyond retail and address the complete spectrum of Staples customers, from consumers to small and mid-sized businesses, and enterprise customers.”

The approach expands Staples’ advertising to promote its Staples Business Advantage B2B delivery business as well as its familiar office supply offerings.

“At its core, ‘Staples – It’s Pro Time’ is a celebration of work ethic, of people being professional in their everyday work lives,” Staples chief marketing officer Frank P. Bifulco Jr. said in a statement.

“Everyone knows us for our fantastic stores, even though today the majority of our revenue is delivered,” he continued. “This campaign is initially intended to shine the light on the business-with-business aspect of our company that we’re not as well known for, but is a key part of our growth strategy. And an important part of our business is not only offering great products, but delivering services and expertise to the hard-working customers who we call professionals.”

“We’re very proud of this campaign and the work we’ve done with Staples,” added MRM//McCann senior vice president, group creative director Roberto Santellana. “By tapping into a universal truth across every Staples’ customer, we created, ‘It’s Pro Time.’ It’s a celebration of work ethic, of a commitment to something larger than yourself.”