The battle for the best British Christmas ad is on, as Marks & Spencer’s holiday ad hits third place on the Ad Age Viral Video chart, two places below John Lewis’ delightful Moz the Monster commercial. In the Marks & Spencer spot, the bear saves Christmas, with help from an unlikely Santa.
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Afraid of AI? Don’t be, says IBM’s Chief Digital Officer Bob Lord. He told audiences at today’s Ad Age Next Conference that you shouldn’t consider what he calls “augmented intelligence” as the coming of the robots. Instead, the combination of human intelligence and machine learning is a force for good that can allow marketers to sort out reams of data and make better marketing decisions for clients and brands.
There are 30 million voice assistants on the market and another 20 to 30 million on the way, so Doug Robinson founder and CEO of FreshDigitalGroup, says ignore them at your brand’s peril.
Robinson, whose company develops skills for brands and spoke at Ad Age’s Next conference today, says that “if you are not thinking about voice, then you are not thinking about your customer,” and your rival will have a “good chance of taking you out.” Watch the video to find out why.
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than seven million smart TVs. The ads here ran on national TV for the first time over the weekend.
A few highlights: eBay positions itself as a place to find truly surprising giftsas opposed to boring, expected giftsfor the holidays. Google shows off the sleek curves of its Pixel 2 phone along with quotes from some rave reviews (e.g., “Sexiest camera on the planet,” per VentureBeat). And Firefox hypes the latest update of its web browser.
Marmite lover Jo Coombs, chief executive of OgilvyOne, thinks its latest ad is too spoof to be taken seriously.
Marketers who “bring their whole, authentic self to work”, can be better marketers and better leaders, Diageo’s chief marketing and innovation officer Syl Saller said.
While marketers are clearly attracted by the allure of the shiny and the new, some key fundamentals are falling by the wayside, warns Magnetic’s chief executive.
Mars chief marketing officer Andrew Clarke says that marketers and brands need to fight back against orthodoxy, avoid being over-controlling and empower staff and agencies.
The future of quality journalism is in paid-for editorial, while ad revenues should be a secondary revenue stream, says New York Times president and chief executive Mark Thompson.
CHI & Partners has won a place on the Procter & Gamble roster after picking up the pan-European Lenor advertising account from Grey London.
Speakers from A+E, The Washington Post, Bloomberg and Diply shared their success stories.
Estudo inédito do Grupo de Planejamento quantifica e qualifica as relações tóxicas nas agências e empresas paulistas
> LEIA MAIS: 90% das mulheres afirmam já ter sofrido assédio no mercado de comunicação em SP
The measure is said to be a response to a U.S. requirement imposed on the state-owned RT television network, but it is far broader in scope.
–Rob Riggle returns for Dos Equis, alongside The Most Interesting Man in the World, as part of its College Football Playoff campaign (video above).
-All Nippon Airways appointed Y&R New York as its first U.S. agency of record.
-BBH New York an intense “Rivalry” in its ad for Star Wars Battlefront II.
-Digiday examines “Why women in advertising won’t speak publicly about harassment.”
-Targeted ads may be coming to TV.
-Translation founder and CEO Steve Stoute is launching a music/marketing venture called United Masters, backed by Alphabet Inc. and 21st Century Fox.
-Campaign asks, “Has the John Lewis ad formula become tired?“
Task: GARDENA is the top-of-mind brand for traditional gardeners and wants to evoke their inner passion for life.
Idea: While gardening with GARDENA products one can live every season with every sense to the fullest.
In other words: One is invited to celebrate every season.
Solution: “Celebrate every season” was translated directly to the visual level in an inspiring and life appreciating way by crafting confetti out of real leaves.
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