Hasta La Creative!

We are forever learning about new formulas for sales success, but nothing can beat a formula that has conflict, characters you care about, escalating excitement and a satisfying ending.

That’s because the story is the single most motivating sales technology known to advertising.

No one likes being told what to think. That’s why no one likes straightforward selling. But storytelling is different. It’s a form of gameplaying you willingly give yourself over to. News, drama, people you love, hate, sympathize with the story has it all. And we’re wired for it. Think of all the bedtime stories you were read, all the cable series you’ve binge-watched, and the hundreds of memorable films you’ve seen. Our mind nestles into stories like a head into a pillow.

Continue reading at AdAge.com

New biz brief

Independent shop Mower has been named agency of record for Westchester County Tourism & Film.

Performix, a brand of products designed to enhance athletic performance owned by Corr-Jensen, has tapped Omnicom’s Merkley & Partners as its first agency-of-record.

Continue reading at AdAge.com

In the bad old days, large consulting firms were famous as fiefdoms, with each office and the specialty practices within those offices controlled by territorial partners. These partners defined the customer experience and the local branch culture, caring little about the master brand. Customer loyalty was to “their” local partner. Clearly, this approach was problematic, especially as the economy and the clients served became more fluid and global.

Deloitte, which employs approximately 286,000 people in 150 countries, has essentially eradicated this feudal approach. One key was to establish a shared brand purpose (“make an impact that matters”). Another was to create Deloitte University, which trains every consultant on critical skills like empathy, listening and leadership. One of the final pieces of the puzzle was a global marketing campaign, orchestrated by Global Chief Marketing Officer Diana O’Brien, who in our conversation below shares some critical insights for just about any modern marketer.

Continue reading at AdAge.com

This week, Park City, Utah, transforms into a mecca for the global film community as the annual Sundance Film Festival gets underway. Over 11 days, filmmakers get to showcase their works, make deals and hope for the start to something big. The same can be said for brand sponsors who find resonance in vision and…

Facebook rolled out a small tweak to its events feature for events where people can purchase tickets without leaving its platform. The Select Tickets on that screen now includes a counter revealing how many people have viewed that event’s ticket page over a specific time period (say, the past three hours). A Facebook spokesperson said,…

London’s Lucky Generals, a division of TBWA, has appointed its first CEO: Katie Lee, who most recently served as managing director of Y&R London before the WPP agency merged with VML to become VMLY&R. Lee had only taken up her position at Y&R London in July of last year. The merger, according to a statement…

Car dealerships already had the ability to retarget visitors to their websites or applications via automotive inventory ads on Facebook and, starting Friday, those ads can do a lot more. Automotive inventory ads can now be used to target prospective car shoppers based on their visits to other pages, websites and apps from auto brands…

To escape the hustle & bustle of city life and deadlines, the urban youth often finds a way to nature. Hiring a property at a farmhouse or a quiet lake is more pleasing than flying to another city for a break. The return to nature – to our roots – creates a sense of belonging and safety. Nature is believed to restore our health, peace, mind & body clock. Which is why we are more and more attracted to move backwards and slow the pace of life.

The urban youth today is driven to stick to organic food, holiday amongst nature, be more closely rooted to family, appreciate the strength of joint families, value bonding, adopt more spiritual practices like yoga, meditation, vipasanna, etc to nurture positive living. So, since the mood & awakening of the urban youth is driven towards positivity, how about making fashion a positive cause? Why don’t we wear fashion to support a positive change?

Let’s wear fashion to connect, to refresh, to blossom.
Let’s wear fashion to spread positivity.

Advertising Agency: Monkey Wrench Communications
Creative Director: Ashis Mridha
Associate Creative Director: Madhura Chakravarty
Art Director: Tanmoy Das
Copywriter: Madhura Chakravarty, Suchetana Ghosh
Photographer: Sanjib Ghosh
Head Client Servicing: Kusumanjan Banerjee
Account Management: Monalisa Mitra