Hasta La Creative!

-Droga5 London, Paramount held a slow-motion marathon to promote the new Baywatch movie (video above).

-Get ready for carmakers to cut their marketing budgets as the post-bailout sale streak ends.

-London mayor Sadiq Khan is searching for the city’s first chief digital officer.

-Former Facebook exec Antonio Garcia-Martinez says, “don’t believe what they tell you about ads.”

-How did a “viral Instagram account” become a marketing agency? By re-posting other people’s work.

-We don’t know what a “meta creative” is but she/he is apparently on the rise.

-For the latest in Adweek’s “Best Advice I Ever Got” series: What not to do after selling an idea to a client.

-gyro San Francisco launched a print campaign targeting cigarette littering for nonprofit the Surfrider Foundation.

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Continue reading at AdAge.com

Many have described ad tech as a black box sitting atop a runaway train, with marketers in the caboose, fearful to stay aboard but more fearful to get off. Left to the engineers alone, “quality digital advertising” is virtually an oxymoron. Marketers are frustrated that foundational human elements like insight, trust and creative instincts have largely been stripped out of ad tech.

But now marketers are moving with stunning speed to regain control of this runaway train by consciously “humanizing” marketing technologies.

These five humanization strategies are powerful because they allow us to balance what people do best with what machines are engineered to accomplish.

Continue reading at AdAge.com

We want to explore which commercials push our readers’ buttons, and then ask the people who created the ads just what they had in mind.

Research has uncovered how men and women describe their achievements in vastly different ways, writes the marketing director of Major Players.

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Cafe Pilao

Café Pilão is Brazil’s strongest coffee. The brief was to create an press campaign to promote Pilão’s extra-strong product. The main goal was to take a different approach from all common coffee’s “Stay awake” advertisement. So we did. With all of those distractions that people are exposed to everyday, only coffee can make our brains stay focused on what people need to do. So, instead of just doing another “stay awake” campaign, Café Pilão took a different approach to a coffee product and aimed its creativity on the procrastination problem. A problem that everyone of us struggles everyday and a perfect situation for a strong coffee brand to invite people to stay focused by drinking our product. Specially when our brains decide to drift away when we most need them.

Advertising Agency:JWT, Sao Paulo, Brazil
Chief Creative Officer:Ricardo John, Rodrigo Grau
Executive Creative Director:Humberto Fernandez
Creative Director:Mariana Borga, Erico Braga
Art Director:André Mezzomo, Diego Barboza
Copywriter:Rodrigo Rocha, Thomás Paiva
Illustrator:Pablo Lobo

An era of slow growth and digital disruption has chief executives scrambling to show they’re addressing the problem.