Hasta La Creative!

For Zola, the wedding company founded six years ago, breaking into the crowded wedding industry has been a challenge. Initially, the New York-based brand relied on word-of-mouth marketing, but as Zola has grown, it’s courting consumers through brick-and-mortar experiences and new marketing channels.

In January, the company opened its first physical store, a pop-up shop in Manhattan that will operate through April, during the busiest season for engagements. At the store, shoppers can pick out their registry and order wedding invitations, but they can also have fun at a CBD lounge inside the store and print out a personalized 3D cake topper.

“We wanted to bring to life the Zola experience in a way that is fun and unlike any other retailing store,” says Shan-Lyn Ma, Zola’s co-founder and CEO. Speaking with Ad Age at Shoptalk, Ma adds that Zola is also diversifying its advertising strategy. The brand began using TV as a marketing channel last yearit now advertises on Hulu and YouTube along with Facebook, Instagram and Pinterest.

Continue reading at AdAge.com

Donald Trump’s old vlog? An archive of closed captions? Liz Day, a senior story editor for The Times’s new television show, “The Weekly,” knows how to find them.

Chris Apostle of Havas has joined iCrossing, the digital agency owned by Hearst Communications, as chief media officer. He replaces Jeff Ratner, who came to the role last January and recently left iCrossing to pursue unspecified new opportunities. “I am thrilled to welcome someone of Chris’s caliber and experience to iCrossing,” global president Mike Parker…

Like many brands today, flower company the Bouqs Co. is touting a marketing message of sustainability. Unlike some companies that just pay lip service to the trend, however, the Bouq’s message is built into the foundation of the brand.

The California-based e-commerce flower seller has a direct relationship with 140 farmers around the world, and those farmers recycle rainwater, reduce waste and use the most organic growing methods possible, according to John Tabis, who founded the Bouqs seven years ago.

“Messaging around sustainability and responsibility in farming is everywhere in our experience,” Tabis tells Ad Age at Shoptalk 2019. On the Bouqs’ site, shoppers can watch mini-documentaries that delve into the details around each farm before they select a bouquet.

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Havas Media has some bad news for brands: Its annual study revealed that people wouldn’t mind if 77 percent of the world’s brands ceased to exist. That’s up 3 precent from 2017. The global study, now in its tenth year, was a survey of over 350,000 people and more than 1,800 brands in 22 categories…

Media, Outdoor
C&C

2018 was the year of the most controversial election in Brazil. And to step into the conversation, we brought the subject of something common to every candidate: the promises over constructions which will never be finished. We mapped in the state of São Paulo several works halted for more than 10 years and placed outdoors in front of them, in order to show that with C&C there’s no halted construction. And also, remembered the electors about politicians that never fulfill their promises.

Advertising Agency:Publicis, São Paulo, Brasil
Creative Director:Elisa Gorgatti
Art Director:Saymon Souza Medeiros, João Noronha
Copywriter:Saymon Souza Medeiros, Elisa Gorgatti, Lucas Dias
Photographer:Tomás Nassif Cytrynowicz, Thiago Pompeia
Additional Credits:Liliany Samarão, Bruna Pavanni Machado, Rafaela Braga, Vitoria Favaron

Print
McDonald’s

After 40 years, the Happy Meal still has its magic. #40YearsOfHappiness

40 years of happiness.

Advertising Agency:TBWA, San Juan, Puerto Rico
Executive Creative Officers:Clarissa Biaggi, José Vallecillo
Senior Copywriter:Luis Romero
Senior Art Director:Gerardo Figueroa
Photographer:Eduardo Wallace
Production Company:Studio Wallace
Ceo:Luzirene Mendoza
Account Director:Yariely Pérez

Print
City of Florianópolis

The Ox Spree is a ritual practiced in Florianópolis, which consists in releasing an ox in the streets and provoking it, causing the animal to run behind the people who participate. The animal becomes exhausted, is attacked and beaten, and often ends up injured and dead. Sometimes they are sacrificed days after the “play”. The practice has been considered a crime in Brazil since 1998, but it still happens on the sly. Practitioners justify it as a cultural heritage, while animal rights groups find it cruel and degrading.

The culture of violence is not culture.

Advertising Agency:D/Araújo Comunicação, Florianópolis, Brazil
Creative Director:Luiz Dias
Art Director:Luiz Dias
Copywriter:Roberto De Lauro

Unlike many of the brands at Shoptalk 2019, Cosabella has been around for a long timemore than three decades. The high-end lingerie company, which sells via its own website and through other stores such as Macy’s, is nevertheless challenged with attracting new consumers and remaining relevant at a time when many digital competitors are rising up in the underwear space. To that end, the brand recently partnered with plus-size retailer Eloquii as well as sustainable fashion company Reformation.

“We’re in a world of collaborations and humanity,” Guido Campello, the CEO and creative director of 36-year-old Cosabella, tells Ad Age at Shoptalk 2019. “One of the fastest and easiest and great things to do is to partner.” Shopper feedback on the collaborations, he says, has been tremendous.

Campello notes that Cosabella is also tapping into new marketing channels, specifically direct mail, an avenue many retailers have abandoned in favor of digital.

Continue reading at AdAge.com