Hasta La Creative!

Farewell to the Audience Studio, NBCUniversal’s suite of audience targeting offerings, which is getting a name change: long live AdSmart. NBCUniversal and Sky are bringing their respective advanced advertising platforms–Audience Studio and AdSmart–together under the same name. Going forward, they will be known as AdSmart from NBCUniversal and AdSmart from Sky. It is the first…

Outdoor
Okko

To promote the release of the movie “Brexit” in the streaming service Okko, we created an unusual outdoor campaign. Idea was to show a sharp and dangerous transitional moment in the modern history of Great Britain.

Advertising Agency:Decembrist, St.Petersburg, Russia
Client:Okko streaming service
Brand Manager:Regina Gololobova
Creative:Anton Mokhov
Director:Ivan Egorov
DoP:Ivan Egorov, Sergey Knyazev, Grigoriy Bakhrenko
DOP Assistant:Ivan Treyl
Copter:Valentin Finaev
Editor:Viktor Isamuhamedov
Color:Viktor Isamuhamedov
Sound Designer:Alexander Glazkov
Highline:Maxim Kagin, Alexander Gribanov
Highline Assistant:Kirill Bakin
Location:Yuri Senatskiy
Music:Stone Submarines- Feel?

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

Markters are charging up their plans for electric vehicles. Their moment is coming (last week it was widely reported that Daniel Craig will drive an electric car in the next James Bond movie) and in the new issue of Ad Age, E.J. Schultz takes a wide-ranging look at which companies are winning the race for dominance in electric vehicles.

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Sabra is naming Jason Levine as its chief marketing officer, pulling the marketer away from sweet treats such as Oreo as it aims to further expand consumption of its leading hummus.

Levine has spent 19 years Mondelez International and its predecessors, Kraft Foods Group and Nabisco. He was most recently global head of marketing transformation and excellence. He worked on Oreo for more than a decade, including the cookie brand’s European launch, as well as on brands such as Planters.

“I’m really excited about the trends that we’re seeing in the food industry today and the shift towards plant-based foods,” Levine said in an interview. “Consumers are embracing plant-based eating and Sabra hummus is a company that’s right at the epicenter of it.”

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In the other, it’s hard to give your partner the silent treatment while eating pretzels.

Some 80 percent of the campaign media spending will be devoted to TV. It’s the first big campaign for the brand since “Pretzels, Baby” from Barton F. Graf debuted in 2016.

Under Campbell’s ownership, the Cape Cod potato chip brand has grown share and earned more display space at some retailers. Now, it’s getting a sizable but undisclosed media budget for the first time and its first national TV push. The new tagline leans on the brand’s heritage: “When your hand’s in the bag, your head’s in the Cape.” The TV spot at first seems to show a woman at the beach, feeling the ocean mist on her body, then reveals she’s feeling the spray of a garden hose during her lunch break. As with Snyder’s, 80 percent of the media spending is slated for TV.

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Ford is building its electric vehicle future from an old garment factory in urban Detroit. The space, located in Motor City’s historic Corktown neighborhood, is home to Team Edison, a 55-person unit the sole job of which is to make good on the automaker’s $11 billion promise to bring 40 electrified vehicle models to market by 2022. The office is part of a new urban campus Ford is developing to lure young talent.

Ford has “literally thousands of people working on electrified products,” says Mark Kaufman, Ford’s global director of electric vehicle marketing and distribution. “But this group lives electric vehicles 24/7.”

Ford has yet to detail its marketing and launch plans for the EV onslaught, which will include a model inspired by its iconic Mustang nameplate. The vehicle “is going to go like hell,” Ford Executive Chairman Bill Ford boasted last month at a Crain’s Detroit Business lunch. “When we first started talking about electrification, there was this thought that there had to be a tradeoff: It was either going to be green and boring and no fun, or really exciting but burn a lot of fossil fuels,” Ford said, according to a report in Automotive News. “Electrification has come to the point that you can do both.”

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Marketers are swimming in customer data and quickly sprawling technology stacks that promise to help them manage and make sense of it. With nearly 7,000 mar-tech vendors, marketers are overwhelmed with options, investing in many solutions to solve for different needs. As a result, they’re working with siloed, inconsistent data, which makes it nearly impossible…

These days, marketers are seeking to recruit brand converts through entertaining, shareable and highly interactive experiences delivered via social, mobile, AR and VR. Ask any of the tech-savvy CMOs profiled below, and they’ll agree: To consistently win at the highest level, they must leverage media dollars to extend their sales propositions and product pitches in…