Hasta La Creative!

There’s an endless amount of talk about the importance of data for marketing, but not much talk about how to weigh its value against its cost.

In addition to higher prices for data-driven buys, for example, digital advertisers layering on data might be charged for calls to additional ad servers used for more sophisticated tracking. And in the end, it doesn’t always balance out.

How do advertisers evaluate and test whether the data is really worth it?

Continue reading at AdAge.com

The government should create advertising tax breaks for smaller companies as part of its new industrial strategy, the Advertising Association has urged.

There’s an endless amount of talk about the importance of data for marketing, but not much talk about how to weigh its value against its cost.

In addition to higher prices for data-driven buys, for example, digital advertisers layering on data might be charged for calls to additional ad servers used for more sophisticated tracking. And in the end, it doesn’t always balance out.

How do advertisers evaluate and test whether the data is really worth it?

Continue reading at AdAge.com

Love them or hate them, Chevy’s “Real People, Not Actors” ads are not going anywhere — because the marketer is convinced they are working. And it’s hard to ignore the evidence. One of the spots, for the Chevy Malibu, recently won the first-ever Automotive Tech Ad of the Year award from Nielsen. Meanwhile, Chevy parent General Motors last week reported that its first quarter profit surged 34% thanks to strength in the North American market.

The more than two-year-old campaign by Commonwealth/McCann enters its next phase this week with a new ad (above) for the 2018 Equinox, which recently began arriving at dealerships. The brand has stuck with actor Potsch Boyd, who plays the moderator in the focus-group style ads.

Ad Age recently caught up with Chevrolet U.S. Marketing VP Paul Edwards and Commonwealth/McCann Chief Creative Officer Gary Pascoe to talk about the campaign, including how Chevy plans to keep it fresh; how the brand finds those “real” people; and the strategy behind an Hispanic version that uses the same approach but a different moderator, Sergio Bruna.

Continue reading at AdAge.com

(TrendHunter.com) After new Balenciaga tote bags that were inspired by IKEA’s iconic shopping bags were released, the French luxury house launched its 2017 Pre-Fall collection, which couples highly modern…

Unlimited Group is joining together two Bristol-based agencies to create a new customer engagement shop that will be one of the largest outside London.

Media industry leaders have paid tribute to Paul Hayes, the former commercial chief of News UK, who has died aged 55.

Media
Kodak

Advertising Agency:Imperial Leisure, London, United Kingdom

Print
Tyc Sports

TyC Sports Play. 24 hours of sports. If you can.

Advertising Agency:Mercado McCann, Buenos Aires, Argentina
Creative Director:Diego Tuya, Dario Rial
Art Director:Diego Tuya
Copywriter:Tomás Ray
Photographer:Martin Sigal
Additional Credits:Agustín Borgognoni, Sofia Medina

O&M London’s chief strategy officer shares his takeways from the TED2017 conference, and explains why there is still cause for optimism.