Hasta La Creative!

Facebook rolled out a slew of new updates in how it reports its metrics on Tuesday, which are intended to help marketers make better decisions in how they spend their ad dollars.

Key changes include a replacement of Facebook’s Relevance Scores with three new measurements, and a tweak in how many consumers marketers can potentially reach. A campaign’s Relevance Score is a metric Facebook provides to predict how any given ad may be received by its intended target.

Moving forward, Relevance Scores will now be broken off into three separate categories:

Continue reading at AdAge.com

Thirtieth birthdays often inspire celebration and introspection in equal measure and this is certainly true of the World Wide Web, which was first proposed by computer scientist Tim Berners-Lee on this day in 1989. In a blog post commemorating the anniversary, Berners-Lee outlined some of the 30-year-old web’s biggest problems, including: Malicious intent, which he…

Brands dedicate entire teams to brainstorming new, unexpected activations for SXSW, often specifically designed to inspire shock and awe. Viceland, for example, decided to create an entire roller skating rink out of an Austin parking lot. Michelob Ultra gathered together thousands of attendees for a guided sunset meditation. But ever since November 2016, one thing…

The following dispatch from SXSW was written by a creative director at a multinational hospitality company, attending the conference for the first time. Here, he reviews the various rentable scooter options found throughout the city.

Greetings from Austin, where there are piles of these scooters laying around like garbage. There’s Bird, there’s Lime, there’s Spin. As a first-timer at SXSW, I was admittedly unprepared for the sheer volume of choices in the pay-to-scoot space. Each looks more or less exactly like the other–because, well, they are. As Ogilvy (must have) said (right?), “great brands are built on intangibles.” With that in mind, I decided to take a look at the more esoteric qualities of the scooter options to help inform your own decision, should you be in a similar situation.

In the kingdom of largely undifferentiated electric skateboards, will brand truly be king? Let’s find out!

Continue reading at AdAge.com

A social-media status report, with Barack Obama, John Cusack, Conan O’Brien and Joss Whedon.

In a world where most mainstream voice assistants are either female or male, should there be a third option? To create a voice that’s more relatable for people who don’t identify as a binary gender, Virtue, the creative agency owned by Vice Media, created a genderless voice they hope will better represent the diversity of…

Communication, or lack thereof, is at the root of many of the world’s most challenging problems. We listen as people talk, but somehow we fail to hear what they’re actually saying. Sometimes we hear what we want to hear; other times we can’t distinguish the real message behind the words. It’s no different in client/agency…

There is something special about the first time a person does something, whether that’s riding a bike or creating an activation at SXSW for the first time. Culture Trip, a U.K.-based media company we reported on last month, brought a host of events to the famous Austin Hotel for this year’s festival. From movie premieres…

Há 30 anos, o cientista inglês Tim Berners-Lee criava um protocolo para ajudar os navegadores a acessarem informações existentes em páginas chamadas websites. Esse protocolo ficou conhecido como World Wide Web, o www que proporcionou o primeiro acesso à internet para muitas pessoas, e que recebe a homenagem do Google neste dia. Como o próprio …

O post Google homenageia os 30 anos do “www” protocolo que mudou a internet apareceu primeiro em B9.

A Virtue, agência criativa da Vice, em parceria com a Copenhagen Pride, criou a primeira voz virtual do mundo sem gênero, ou seja, que não é uma voz nem feminina, nem masculina. Chamada de Q, a voz é composta pela variação de cinco vozes que se identificam como nem masculinas nem femininas. As variações são então …

O post Primeira voz virtual sem gênero quer ser adotada por empresas como Amazon apareceu primeiro em B9.