Hasta La Creative!

Tudo começou na estreia da terceira temporada do desenho “Rick and Morty”, quando Rick, o avô cientista maluco avisa que seu objetivo de vida é conseguir um sachê de molho szechuan do McDonald’s, famoso na década de 90. Depois disso, alguém leiloou um pacote do molho, que foi arrebatado por US$14,7 mil (aproximadamente R$46 mil). […]

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As Adweek reports, WPP’s Grey Group promoted Michael Houston to worldwide CEO today.

The move comes as the agency celebrates 100 years in business. Houston’s predecessor, Jim Heekin, made the announcement in a memo circulated around the agency this morning. In the memo, he said the “well-deserved promotion will enable us to set the agenda for Grey’s future growth and competitiveness across the world.”

Heekin will immediately step into a role as executive chairman and “continue to work closely with Michael, our global management team and our clients to ensure a smooth transition and the agency’s ongoing success in the years ahead.”

Houston joined Grey as global CMO in 2007, became managing director of Grey New York in 2011 and was promoted to CEO of Grey North America two years later. Most recently, he has served as global president since February of 2016.

We’ve included Heekin’s full memo below.

One hundred years ago today, Grey opened its doors in New York.

The Centennial has been a time to reflect on our extraordinary journey and look to the future. As we celebrate our anniversary, and a decade of record growth and creative performance, the time is right for the elevation of a new generation.

I am delighted to announce that Michael Houston has been promoted to Worldwide Chief Executive Officer of Grey Group, effective immediately.

I will remain Executive Chairman of Grey Group and continue to work closely with Michael, our global management team and our clients to ensure a smooth transition and the agency’s ongoing success in the years ahead.

Michael and I have known each other for a decade. I respect him for his personal qualities and business achievements. It has been a pleasure to watch him grow to become one of our most dynamic and talented leaders. He has an innate ability to bring out the best in people, both his colleagues and clients alike.

Michael began at Grey in 2007 and quickly became a key player in the close-knit team that transformed our flagship New York office and our North American region into a creative and new business powerhouse with a winning spirit second to none. Recently, as Global President, he’s extended his leadership to our worldwide network, helping to fuel our culture of creativity and innovation. Please see the attached press release for further information.

This well-deserved promotion will enable us to set the agenda for Grey’s future growth and competitiveness across the world.

Not many advertising agencies survive let alone thrive to mark their Centennial. As we commemorate ours, I’m convinced Grey’s best days lie ahead.

Please give Michael your congratulations and full support as we open a bright new chapter in our history.

Regards,
Jim Heekin, Executive Chairman

Back in June, insurance giant Liberty Mutual launched a B2C creative review seeking to expand marketing efforts by way of “new concepts,” with Havas New York, an incumbent on the account since 2013, reportedly defending in the review.

The review in question does not concern the B2B portion of the business (which will reportedly remain with Havas) or commercial property and casualty insurance (which has been with Hill Holliday for more than a decade).

“At Liberty Mutual, we are always evaluating new and breakthrough ways to reach consumers in this highly competitive market,” a Liberty Mutual representative told Adweek at the time. “While we have been very happy with the success of our current ad campaign, in addition to that work we are also examining innovative, dynamic initiatives to further engage consumers”A natural extension of this includes exploring new concepts and adding potential new creative partners to our existing roster as we look to evolve our campaign.”

Multiple sources now tell us that the review is down to its final stage, with competitors pitching for the account in Boston today. According to said sources, those finalists are Goodby, Silverstein & Partners, McCann, Grey and incumbent Havas New York. We reached out to each of the agencies. GS&P, Grey and McCann all declined to comment, while Havas has yet to reply to our request for comment. Liberty Mutual has also yet to reply to a related email.

According to Kantar Media, Liberty Mutual spent $400 million on measured media promoting both its B2B and B2C businesses last year. It’s unclear how much was spent on B2C alone.

It’s hard to believe it’s August already.

With less than two months left of summer, Miami-based agency The Community launched a campaign for Corona Extra celebrating the “Sunshine Specialists” who know how to get the most out of the season.

The spot’s voiceover functions like an ad seeking an employee, calling on  “seekers of the sun” and those who “understand the relationship between happiness and light” as footage shifts from a man pulling up the blinds in the morning to a couple enjoying some Coronas in the woods. It goes on to describe the “ideal candidate” as someone who “works well on a team…or remotely” with the footage involving a location playing on the latter term, before concluding with the “Make Summer Happen” tagline.

Summer is, of course, the most important season for the Mexican pale lager brand, long associated with beaches. There are beaches to be seen in the spot, of course, but it makes a point of showing drinkers enjoying the brand in all types of sunny locations.

Overall, it marks an evolution from the agency’s 2015 “Dear Summer” spot (which functioned as an imagined letter from winter and concluded with the “Always Summer” tagline), improving on the campaign while employing a similar approach.

The irony of directly associating sunlight with beer sold in clear glass bottles, meanwhile, is not lost on us.

“Sunshine Specialists” will run on broadcast in both English and Spanish-language versions.

The campaign arrives around a month following the arrival of executive creative director Daniel Pérez Pallares at the agency, who did not contribute to the effort.

Credits:
Agency: the community
Chief Creative Officers: José Molla and Joaquin Molla
VP, Executive Creative Director: Rodrigo Butori, Kristina Slade
Senior Copywriters: Mark Leephaibul, Federico Díaz, Daniel Milán
Senior Art Director: Guilherme Nóbrega
VP of Integrated Production: Laurie Malaga
Producer: Julio Rangel
Group Account Director: Mattia Nicodano
Account Director: Agustina Massa
Senior Account Executive: Erika Rivera
Account Coordinator: Jacqueline Aran
VP, Executive Director of Planning: Andrew Speyer
Planner: Amilynn Soto
Manager of Creative Services: Maru Sokolowski

Don’t look now, but it’s almost time for kids across America to go back to school. From the perspective of jaded fourth graders Tim and Charlie, this isn’t cause for celebration. It’s just another reason to sigh and bemoan the changing times as younger children–meaning, third graders–lose all sense of perspective. For example, when Tim…

Google’s YouTube said Tuesday that it’s increasing efforts to fight terror-related content on its site.

The move comes roughly two months after British Prime Minister Theresa May called tech companies hotbeds of extremist recruiting following an attack on London Bridge that killed eight and injured 48. It also follows a springtime marketer revolt over ads’ unwanted proximity to hateful and violent video on YouTube.

YouTube now claims it will use improved machine learning technology to better detect and remove terror-related videos from its video streaming platform. It’s also brought on more than a dozen different expert groups, will enforce tougher standards and has increased its role in creating counter-radicalization content, it said in an update about its efforts.

Continue reading at AdAge.com

Baidu’s move to slash spending on services from food delivery to travel helped the search giant soundly beat estimates, as it recovers from Chinese government restrictions and prepares to invest more in artificial intelligence.

China’s largest search engine reported a better-than- projected 83% leap in net income after both general and traffic acquisition costs shrank. It’s also considering a change in its operating structure to allow a rapidly growing finance unit — a source of concern to Moody’s Investors Service, among others — operate more independently.

Baidu forecast revenue for the third quarter of 23.1 billion yuan ($3.4 billion) to 23.8 billion yuan, versus the 23 billion yuan average of analysts’ estimates compiled by Bloomberg. Net income soared to 4.4 billion yuan in the June quarter, sharply outpacing projections for 2.9 billion yuan.

Continue reading at AdAge.com