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| THE ORIGINAL? Claro – Second hand school supplies – 2015 “Do not disappoint who needs it” Agency : 6P Marketing & Propaganda (Brazil) |
LESS ORIGINAL Anaya For President – 2018 “We have 3 priorities : education, education, education” Agency : Unknown ? (Mexico) |
Marketers are clamoring for the opportunities internet-connected TVs and over-the-top platforms like Roku and Amazon Fire provide, namely to reach audiences who are unsubscribing to traditional cable and the targeting capabilities that come from IP-delivered content. But currently it’s extremely cumbersome to buy audiences across OTT, connected TVs and video-on-demand to achieve any sort of meaningful scale.
To solve for this, Comcast-owned FreeWheel is introducing a one-stop shop for buying commercials in these emerging forms of TV. Dubbed Drive, the suite of new ad products will allow buyers to access inventory from FreeWheel’s clients, which include more than 60 of some of the top TV networks and publishers that are being served on platforms like Roku, Amazon Fire, Google Chromecast and Apple TV, among others.
And since FreeWheel utilizes Nielsen’s digital audience ratings, this means agencies can make apples-to-apples comparisons on how their campaigns that run on these platforms stack up to their linear buys. And ultimately, it is looking to prove campaigns drove a specific outcome, like a customer made a purchase or took a test drive.
In-house agencies are increasingly on the rise, swiping all facets of advertising work historically handled by traditional shops including creative, strategy, media, social, production, influencer marketing, experiential efforts–everything. So much so, according to a new report from the Association of National Advertisers, that it seems to be a trend far too pervasive for any external…
Bots need to work on their image, according to a new survey from Pew Research Center. Pew found that 66 percent of U.S. adults know about social media bots–which it defined as “accounts that operate on their own, without human involvement, to post and interact with others on social media sites”–but just 16 percent have…
R/GA, the agency offering “transformation at speed,” has filled a major gap in its leadership lineup by signing Tiffany Rolfe as U.S. chief creative officer. Starting in early December, Rolfe will co-lead the network’s creative efforts along with former evp, global chief design officer Richard Ting, who has also been promoted to U.S. CCO. This…
The corporate world is inherently square: compartmentalized, rigid and distant. Conventional corporate policies tend to box people into a certain stereotype and set teams at odds with each other and clients, with overly safe, bureaucratic procedures. Work is centered around information organized in squares to be viewed in squares. It’s an approach rooted in limiting…
The corporate world is inherently square: compartmentalized, rigid and distant. Conventional corporate policies tend to box people into a certain stereotype and set teams at odds with each other and clients, with overly safe, bureaucratic procedures. Work is centered around information organized in squares to be viewed in squares. It’s an approach rooted in limiting…
Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your Alexa device. Search for “Ad Age” under “Skills” in the Alexa app.
What people are talking about today: Sears, longtime giant of American retail, has reportedly filed for bankruptcy protection. Sears Holdings Corp. “collapsed into bankruptcy under pressure from too much debt and too few shoppers,” Bloomberg News reports, adding that the company lodged its filing at the U.S. Bankruptcy Court in New York. There’s a lot of history at stake here. As USA Today has noted, Sears
“launched its own merchandise brands, such as Kenmore and DieHard, created Allstate Insurance, and even ventured into the stock brokerage and real estate brokerage businesses. At one time, it owned and occupied the tallest building in America, the Sears Tower in Chicago. It even had the foresight to partner with CBS and IBM in an early Internet portal known as Prodigy.”
The dairy brand is hosting a Swedish-style oasis in London featuring the trees, scents and smells found in the silver birch forests of Sweden.
Listerine mouthwash has been available in the U.S. since 1879. But its parent, healthcare company Johnson & Johnson, found Chinese consumers reacted poorly to existing formulations of its antiseptic mouthwash. Enter Alibaba’s Tmall Innovation Center, or TMIC, which works with brands to develop new products that appeal to Chinese consumers. Alibaba says it is able…
Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your Alexa device. Search for “Ad Age” under “Skills” in the Alexa app.
What people are talking about today: Sears, longtime giant of American retail, has reportedly filed for bankruptcy protection. Sears Holdings Corp. “collapsed into bankruptcy under pressure from too much debt and too few shoppers,” Bloomberg News reports, adding that the company lodged its filing at the U.S. Bankruptcy Court in New York. There’s a lot of history at stake here. As USA Today has noted, Sears
“launched its own merchandise brands, such as Kenmore and DieHard, created Allstate Insurance, and even ventured into the stock brokerage and real estate brokerage businesses. At one time, it owned and occupied the tallest building in America, the Sears Tower in Chicago. It even had the foresight to partner with CBS and IBM in an early Internet portal known as Prodigy.”
In news that’s surprising to no one, in-house agencies are on the rise. What is new, however, is just how much. The vast majority, or 78 percent, of members of the Association of National Advertisers have some form of in-house agency, according to a new report by the group, which surveyed 412 client-side marketers. And many of those marketers who don’t already have internal agencies are considering the strategyof the 22 percent minority, eight percent said they are thinking about opening an in-house group.
It’s a sharp upward swing from the ANA’s most recent report on the topic, published in 2013, which found the numbers to be more evenly divided. At that time, just 58 percent of 203 marketers reported an in-house team.
Bob Liodice, chief executive of the ANA, expects the trend to continue to accelerate. “Traditional agencies are becoming increasingly challenged as marketers move more work in-house while encouraging their external agencies to provide differentiated services and increased value,” he said in a statement.
Instagram is one of the most important and most powerful marketing channels of our time. It is great for content marketing and paid advertising and, at the same time, for communication and customer service. It has the capacity to drive great engagement and better-than-average return on investment for a marketer, brand or agency. Instagram has…
Instagram is one of the most important and most powerful marketing channels of our time. It is great for content marketing and paid advertising and, at the same time, for communication and customer service. It has the capacity to drive great engagement and better-than-average return on investment for a marketer, brand or agency. Instagram has…
Instagram is one of the most important and most powerful marketing channels of our time. It is great for content marketing and paid advertising and, at the same time, for communication and customer service. It has the capacity to drive great engagement and better-than-average return on investment for a marketer, brand or agency. Instagram has…
WPP agency Geometry Global has launched a brand new 3D, 360-degree immersive retail space, enabling visitors to experience what it is like to shop all over the world.
Ideas are the lifeblood of any brand, and people are the beating heart that pumps the ideas into business success.
Amazon is launching a pop-up shop in London to promote its fashion arm and host an array of activities, with the aim of offering consumers a more exciting way to shop for clothes.
Welch’s, whose ads have long portrayed smiling kids and docile grape farmers, is about to get gritty as it zeros in on a new marketing target: Gen X men.
The star of one new ad is a hulking metal machine that pulverizes grapes into smithereens. Another darkly-lit spot touts the juice as containing “the world’s toughest antioxidants” by showing a man whose face is splattered in juice.
The campaign, called “Tough as Grapes,” is messyand a far cry from the brand’s most recent advertising, which featured sunshine, soft music and farmers quietly talking about the health benefits of grape juice along with footage of happy families. The old ads mirrored the marketing conventions juice brands have followed for decades.
Agencies and brand marketing departments all need to get closer to and witness more raw, intense emotions.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
