Millions of consumers have grown to rely on their virtual assistants with commands like, “Alexa, set the timer for 10 minutes” and “Hey Siri, what’s the weather forecast?” And soon, some of us might enlist the help of our voice-recognition devices for a noble task that basically amounts to: “OK Google, let’s help keep Encyclopedia…
Há anos a PETA pressiona as principais montadoras do mercado automobilístico para que elas parem de usar couro animal no estofamento interno de seus veículos. O assunto, porém, nunca ganhou a devida atenção e poucas grandes empresas do mercado se movimentaram para trabalhar em uma modernização que atenda às demandas da ONG dedicada a proteger …
O post Tesla ouve críticas da PETA e passa a fabricar veículos sem couro na parte interna apareceu primeiro em B9.
At our recent Women Trailblazers event, we caught up with several women in media, marketing, advertising and entertainment to get their take on what Adweek has meant to them in their careers. It’s part of our ongoing series celebrating our 40th anniversary. Linda Johnson Rice, chairwoman of Johnson Publishing, called Adweek “one of your go-to…
Denmark appointed him to approach Silicon Valley as if it were a global superpower. His challenges show how smaller countries struggle to influence giant corporations.
The art of copywriting is as old as advertising itself, made great by industry legends like David Ogilvy and Bill Bernbach. But as marketers begin turning toward tools that automate copy, is the craft in danger? Over the past few years, brands have been toying with different ways AI can double as a wordsmith. While…
As hurricane Dorian, a terrifying cat 5, pummeled the Abaco and Grand Bahama islands in the Bahamas people searched social media for news. Unfortunately for brands, that’s when their ads appeared as promoted tweets in their feed.
Now, we all know that “programmatic buying” as someone dubbed it means that nobody actually placed this ad in this poor context – but it doesn’t matter to the viewer at all. Having Coke cheerfully talking about waves when your searching for news about the islands that were literally underwater due to Dorian, is quite distasteful. “Anytime is the best time to start a wave” No, chief, this ain’t it.
“Anytime is the best time to start a wave” – no Coke, this is not a good time.
Island-inspired tweets ready to be promoted when people are talking about the beautiful tropical islands don’t look so great right now either. All we need is a bathing suit and floaties? The international airport on Grand Bahama in the Bahamas and many communities and towns were literally submerged. We’re going to need more than floaties, Hilton.
“All you need this summer is a bathing suit and as many floaties as you can fit…”
Once again, we know that these ads aren’t planned to show up between tweets showing extremely dramatic news regarding hurricane Dorian, but they are targeted by geography and keywords same as always, you would think that advertisers knew to have a “shut it down” button ready for emergency situations like this by now.
I’ll leave you with this one, perhaps not the worst of ads, but then you might remember that there’s a couple of Bacardi Distilleries in the Bahamas.
If you want to help the people of the Bahamas, early relief efforts are deployed by International medical corps and the Bahamas redcross are asking people to donate non-perishable goods, baby supplies, bedding, and cleaning items for them to distribute to the areas most affected by Hurricane Dorian using the hashtag #HelpUsHelp. Donating to Team Rubicon will help as they are an international disaster relief nonprofit organization made up of military veterans and first responders, they can help with anything from rebuilding houses to clearing debris and helping organize large groups of volunteers. They went to the Bahamas early to help put up sandbags and board up windows, so they already have people in the country.
Markee the Sad
A trip to the spa is many things–relaxing and rejuvenating, but also expensive and time-consuming. A number of new skincare concepts want to remedy this. Over the past half-decade, disruptors like Glowbar, Heyday and Skin Laundry have all opened their doors, first in New York and later expanding to cities like Los Angeles, Miami and…
In 1960, Harvard Business School professor Theodore Levitt launched the age of modern marketing with a Harvard Business Review article where he wove a powerful argument, saying that companies should stop defining themselves by what they produced and instead reorient themselves toward customer needs. Using the decline of the U.S. railroad industry as an example,…
Brick-and-mortar shoppers are pretty evenly distributed across generations, but there are some key demographics that stand out, according to new research from consumer intelligence company Resonate. Families with a combined income of $25,000 to $50,000 a year account for 25% of brick-and-mortar shoppers, making them the largest group, followed by those earning $50,000 to $75,000…
After his company, the former Discovery Communications, bought Scripps Networks Interactive in March 2018, David Zaslav immediately began looking for ways to make a big splash and “supersize” the audience for HGTV and the other networks in his expanded portfolio. During an early meeting with his new management team, the Discovery Inc. chairman and CEO…
According to the latest Gartner CMO Spend Survey, companies are spending nearly one-third (29%) of their marketing budgets on mar tech–up from 22% in 2017–with 9% of participating CMOs claiming that “marketing innovation” will be a key part of their practice in 2019. If the numbers suggest a shift toward a more data-led practice, Ewan…
Depois de “Roma” no ano passado, este ano a Netflix volta a fornecer o filme de encerramento à Mostra Internacional de Cinema de São Paulo. A organização do festival confirmou hoje (2) que “Dois Papas”, novo filme de Fernando Meirelles que o serviço de streaming prepara para a temporada de premiações, servirá como última exibição …
O post Dirigido por Fernando Meirelles, “Dois Papas” vai encerrar a Mostra de Cinema de São Paulo 2019 apareceu primeiro em B9.
Inspirada pelas receitas recebidas diariamente nas redes sociais da Nissin Foods do Brasil, a empresa lança uma nova campanha, criada pela Dentsu Brasil, sobre o “novo sabor” Nissin Lámen Sabor Universal. A ideia é apresentar ao público “o único lámen no mundo capaz de agradar a todos os gostos”, mas na verdade a novidade é …
O post Nissin Lámen cria Miojo com sabor universal – que é o macarrão sem o sachê de tempero apareceu primeiro em B9.
Media, PR, Radio, Integrated, Online
Pedigree
ARE YOU LOOKING FOR THE PERFECT LIFE COACH? PEDIGREE® INSPIRES PEOPLE TO ADOPT DOGS AND BECOME BETTER VERSIONS OF THEMSELVES The “Coach” is a widespread social campaign by PEDIGREE® and BBDO Moscow that launched ahead of International Homeless Animals’ Day. The idea is to challenge stereotypes about adopting pets and show that a dog could be a real personal coach.
Life coaching sessions have captured social networks, but pet owners believe that shelter dogs are true coaches on the way to success, so the brand and agency claim: save thousands on webinars, lectures and books like “45 Easy Steps Towards a Million”, just adopt a dog, and it will make you better. A shelter dog is a first step towards a new, fulfilled and prosperous life. The campaign includes the project’s website, OLV, podcasts with celebrities, who have adopted dogs, and real life coaches and also advertising in social media, where users can choose a real pet from a shelter and read its biography, clicking the link.
There are real dog-coaches’ profiles on the landing page: it helps users to find a perfect pet follow their interests and wishes. Another non-standard way to know, how dogs can help you with calmness, sociability, responsibility, self-confidence, discipline, stress resistance is to listen to podcasts featuring coaches, an animal psychologist, volunteers and celebrity dog owners. They tell about personal experience and give useful recommendations.
Alexey Fedorov, Executive Creative Director BBDO: “PEDIGREE® in Russia started to talk about the important topic — homeless dogs adoption. Usually brands do it attracting sympathy and pity. But we decided to create ironic campaign, where we compare dogs with life coaches. Coaching is very up-to-date topic. Now you can hear how to become successful and the best version of yourself on heavy rotation.
An adopted dog will not solve all your problems immediately, and I’m not sure if anyone can. But an adopted pet is the perfect life coach, who is always with you and will make you better every day gradually” Link to project’s website – https://trener.mydreammama.ru/ The campaign will last until September 13th.
Advertising Agency:BBDO, Moscow, Russia
Pela primeira vez, a Uber permite que os usuários do aplicativo reservem uma viagem sem usar o smartphone. A novidade ainda não é global, mas foi projetada para criar maior acesso aos viajantes que podem ter dificuldade em usar o aplicativo devido a problemas de idioma ou tecnologia. A empresa lançou um quiosque no Aeroporto …
O post Uber lança quiosques que permitem reservar viagens sem usar o smartphone apareceu primeiro em B9.
Her last four albums in a row had surpassed that mark. “Lover” reached the equivalent of 867,000 sales, still impressive in the streaming era.
Lançado na última sexta-feira, o aplicativo Zao se tornou viral já no fim de semana. O app chinês permite que os usuários troquem de rosto com celebridades em cenas de filme, por exemplo, obtendo um resultado bem convincente. Mas, como já não é novidade em relação a aplicativos do tipo, questões de privacidade e até …
O post Apesar de ameaças de privacidade, app chinês Zao viraliza apareceu primeiro em B9.
O Instagram recentemente botou em prática o plano de sumir com os contadores de curtidas das publicações na linha do tempo e, embora ainda não existam dados sobre a eficácia da iniciativa, a ideia pelo visto deu tão certo que a sua rede social mãe agora está considerando fazer o mesmo. Pois é, o Facebook …
O post Facebook estuda seguir passos do Instagram e ocultar números de curtidas em publicações apareceu primeiro em B9.
A Joint London criou um anúncio de TV de 30 segundos para mostrar como a Alexa, da Amazon, pode ajudar na rotina de pessoas cegas ou com visão parcial. A campanha “Morning Ritual” feita especialmente para o Reino Unido, mostra uma mulher acordando, tomando café e se preparando para sair. Durante todo o ritual, ela …
O post Em nova campanha, Amazon ressalta como Alexa pode ser útil na rotina de pessoas cegas apareceu primeiro em B9.
A Nintendo recentemente confirmou ao mundo que a versão para os celulares de “Mario Kart” enfim vai ser disponibilizada, depois de alguns meses de atraso para últimos ajustes. Com o lançamento de “Mario Kart Tour” marcado para o próximo dia 25 de setembro e a versão beta já aberta para inscrições, o Google Play resolveu …
O post O comercial do Google Play para o “Mario Kart” mobile é muito mais do que os olhos veem apareceu primeiro em B9.
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