The world of advertising is never straightforward, with agencies following societal and tech trends to stay relevant and steer clients in the directions their customers are taking. And as the rate of change has steadily increased–helped along by technology–agencies have had to keep up to survive. With generative AI as the latest major disruption in…
An agreement struck earlier this month between Google and the Canadian government on behalf of the news industry has added further momentum to similar legislative efforts in the U.S., according to News/Media Alliance president and CEO Danielle Coffey. In December, Google agreed to pay the Canadian news media C$100 million ($75 million) annually, fixed to…
Smirnoff is leaning further into intersectionality and inclusivity with a colorful campaign and series of experiences that celebrate the magic that happens when people from different backgrounds socialize together. In mid-2023, the vodka brand unveiled a fresh tagline devised by newly appointed agency McCann, “We Do We.” The hero spot features drinkers of different genders,…
Coca-Cola has rolled out its third generative AI initiative of the year, this time as part of a global holiday campaign. The 130-year-old brand is opening its vault to the public via Create Real Magic, an artificial intelligence-powered holiday card generator. Built on the combined capabilities of GPT-4 and Dall-E 2, within a few clicks…
Coca-Cola has rolled out its third generative AI initiative of the year, this time as part of a global holiday campaign. The 130-year-old brand is opening its vault to the public via Create Real Magic, an artificial intelligence-powered holiday card generator. Built on the combined capabilities of GPT-4 and Dall-E 2, within a few clicks…
‘Tis the season to be merry and bright, but beyond the glittering lights and mulled wine, the demands of the holiday period can often feel like hard work. That’s why this year, McDonald’s wants people to know it’s there for them, whether they want to escape the lackluster office Christmas party or leave the nativity…
For luxury conglomerate LVMH, Scotch brand Glenmorangie is a jewel in the crown of its wine and spirits portfolio. In 2022, the category brought in just over $7 billion in revenue for the French group. Since 2018, Glenmorangie doubled its profits and charted record sales under the leadership of former president and CEO Thomas Moradpour….
Shoppable ads are turning out to be a smart move for smart TV advertising. Top line A recent survey of 1,000 smart TV owners from Samsung Ads and AI-powered video and tech platform Kerv Interactive found that consumers are welcoming shoppable and two-screen experiences into their TV viewing. Between the lines The data found that…
The fifth week of the monumental U.S. vs. Google antitrust trial has cast a glaring spotlight on the revenue-sharing deal between Google and Apple–worth a reported $10 billion–over the latter’s position as the default search engine. Now, the legal basis for that deal is being questioned. If the courts find it illegal, Google’s massive search…
Google’s admission to quietly inflating ad auction prices up to 5% for search advertisers, potentially increasing them by 10% for some queries, during the U.S. vs. Google antitrust trial comes as little surprise to ad buyers. According to industry execs, the 5% figure is viewed as rather conservative, and the actual inflation rate could be…
We’ve seen the ads of diet plans, workout equipment, regimens, and a slew of other lose-weight-and-look-great supplements. These ads have two things in common: attractive actors/models with desirable physiques and fine print that reads “results not typical.”
Earlier this month, the Federal Trade Commission issued a new set of guidelines to remove the ubiquitous phrase “results not typical” from all advertisements. Advertisers now have one of two options:
1) Reveal that a spokesperson lost weight (or inches) by working out regularly, eating a balanced diet, and using their product.
2) Reveal that despite the significant amount of weight the spokesperson lost, the average person will lose far less using their product.
Endorsers such as Valerie Bertinelli, Kirstie Alley, Dan Marino and others may not be too pleased with this ruling as they can now be out of a job. However, this is a win for consumers, as advertisements are forced to be more truthful, putting the consumers’ weight-loss goals in realistic perspectives.
I’m just glad the FTC regulated the phrase and not the hard-bodied models. No one would win in that scenario.
Tommy Liu, the man, the legend wields his pen of creativity against the injustice of mediocrity plaguing the world as the Executive Integrated Producer at Supercool Creative & SpotZero where he also manages the blog. View some of his battles here (he doesn’t always win).
The recession has either changed the way advertisers do business or has forced us to reevaluate the ways in which we do business. The focus has shifted to the effectiveness and efficiency of an ad campaign rather than stressing the campaign or ad variables such as reach and effective frequency.
If you work in a media department, then measuring effectiveness and efficiency is something you’ve likely done for years with little to no fanfare from the client side. Well, the climate’s changed, and clients are concerned more than ever — with good reason — that their ads and campaigns meet efficient, effective, and measurable goals. Their priority is to connect with the target audience in a manner that’s more in-tune with a reduced budget. Clients are are requiring or searching for agencies capable of providing campaigns that work harder and smarter.
In addition, advertisers (namely P&G and Coca Cola), have instituted Value Based Compensation (VBC) arrangements made up of a pay-for-performance (P4P) layout that can be attained in addition to a base fee.
The Nielsen Company has just announced that a new software product, Rapid Campaign Evaluation (RCE), a fast and inexpensive means to review ad performance in just over a week. Due to the costs incurred when an ad or campaign is launched, RCE will give agencies information quickly so as to allow them to respond in an appropriate manner.
Richard Reeves, associate director of Consumer Research Services at the Nielsen Company, notes an agency not only will have the ability to evaluate their own endeavors but the ability to evaluate their competitor’s as well.
“Whenever a new commercial is executed,” Reeves says, “there is always that element of anticipation about how it will perform in the ‘real world.’ If it’s a competitor’s ad — you are usually left worrying about the damage it will do to your brand.”
RCE was designed and tested in Australia to measure the strength (or weakness) of TV spots. How many people saw or heard the ads or whether the audience was able to determine the advertiser and the take-away message will provide advertisers with almost “real-time” data they can then use to readjust their tactics such as:
In just over a week, agencies will be able to view data in order to evaluate effectiveness or lack thereof, ensuring clients get the biggest bang for their buck.
While advertising “gurus” have bandied back and forth as to the fairness or plausibility of the VBC model, companies, such as Coca Cola, have already put it into action. In truth, it’s the most equitable payment arrangement; agencies require media vendors to prove their performance. Why shouldn’t clients require the same from their agencies?
Nielsen’s new software is just another step in the ongoing evolution of the industry.
Jeff Louis has over ten years of brand-building, media strategy, and new business experience. His passion is writing, while his strong suit seems to be sarcasm. You can follow Jeff on Twitter or become a fan on Examiner.com.
It must be slow in the Capital these days; it seems that although our world is going crazy, the president and his staff have taken time out to wage a media attack on Fox News, making the rounds on all the Sunday morning talk shows, with one glaring exception: Fox. The gloves were certainly off as Obama’s team struck back at Fox News accusing the network of opinionated reporting. Some of the quotes from the barrage include:
Fox is “not really a news station,” said David Axelrod.
Fox, said Rahm Emmanuel, “is is not a news organization so much as it has a perspective.”
They also urged the other networks not to treat Fox News as a news station because the White House certainly did not think of Fox as news-oriented. A week ago, communications director Anita Dunn opened the White House offensive on Fox on a Sunday show: “Let’s not pretend they’re a news organization like CNN is.” She then stated that Fox was the communications arm for the Republican Party.
The cable news networks are highly competitive, and Fox is not only the second highest- watched cable TV network, but it carries 9 of the top 10 cable news shows as of Q1 of 2009. Despite the heavy competition, the White House’s attack has actually begun to backfire.
Helen Thomas, the senior White House reporter in Washington (serving from JFK to
present) warned the Obama administration: “Stay out of these fights,” and Washington Post’s blog stated: Where the White House has gone way overboard is in its decision to treat Fox as an outright enemy and to go public with the assault.
Some have even called the attack “Nixonian” in nature. However, the White House has an out. If the strategy fails, Anita Dunn can be tucked away easily, as she is expected to leave the administration by the end of the year.
While Fox has not attacked Obama directly, they’ve unloaded on his aides, especially Dunn. Her statement naming Mao Tse Tung as one of her favorite politicians did not help nor did her speech explaining the censorship-like control exercised during the election. If team Obama felt they couldn’t control the message, or the press, they would use YouTube, Twitter, or Facebook to communicate.
While America thought that the Obama Campaign was tech-savvy, it was really just an exercise in message management.
Jeff Louis has over ten years of brand-building, media strategy, and new business experience. His passion is writing and his strong suit is sarcasm. You can follow Jeff on Twitter or become a fan on Examiner.com.
This week, Fox Sports and Burger King drew ire for an offensive animated segment poking fun at Jessica Simpson’s weight. The segment, aside from being in bad taste, was beyond insulting to women of all ages. Both Fox and Burger King have issued apologies to Simpson, but it may be too little too late, pointing out, yet again, that making fun of a woman’s weight is still acceptable, especially when done in a chest-thumping manner.
It doesn’t stop there. Ralph Lauren was also under fire this week for a print ad that was photoshopped to ridiculous proportions — the model’s head appears to be about twice the size of her pelvis. When called to the carpet, this is what Lauren had to say:
“For over 42 years we have built a brand based on quality and integrity. After further investigation, we have learned that we are responsible for the poor imaging and retouching that resulted in a very distorted image of a woman’s body. We have addressed the problem and going forward will take every precaution to ensure that the caliber of our artwork represents our brand appropriately.”
Apparently, quality, integrity, and brand standards are quite slim. The model, size 4, 120-pound, 5-foot-10 Filippa Hamilton, claims she was fired in April for being “too fat.”
Meanwhile, German magazine Brigitteannounced they would only use “realistic” women in their magazine from now on instead of professional models, prompting Chanel uberdesigner Karl Lagerfeld to pronounce that no one wanted to see “curvy” women and that only “fat mothers” object to thin models, despite the overwhelming approval of American fashionistas to plus-size model Lizzie Miller’s nude photo in Glamour last August, as well as the success of Dove’s “Campaign for Real Beauty.” To me, as well as many other women, healthy always trumps skeletal.
It bothers me that it’s 2009, and we’re still talking about body-image distortion in advertising. True, I could point out how these ads contribute to eating disorders and low self esteem, but what bothers me more than anything is that this standard is still only applied to women. These archaic standards still say that fat (ie: larger than a size 4, which is a standard sample size) equals lazy, sloppy, and unworthy of respect and basic human dignity, despite studies showing that an average American woman wears a size 14. There has to be a balance somewhere between art and commerce; a size 16 woman’s money is as legal tender as a size 2’s, is it not?
Sara Barton is a copywriter, social media strategist, and avid blogger in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.
Life just keeps getting weirder and weirder. One day, boobs are good; the next, they’re banned in Britain on billboards for their portrayal of headlamps. Britain is the last place you would think the girls would be put away. Britain is (in)famous for its portrayal of plunging-cleavage shots on TV shows such as “Benny Hill” and “Ab Fab” (”Absolutely Fabulous”), but is also the same country that publishes topless women weekly in newspapers, notably, The Sun’s “Page 3 Girls,” and the Daily Star’s “Babes”
While both of the papers are entertainment and celebrity gossip-type tabloids, they’re given huge amounts of leeway with topless models. However, other nude or semi-nude ads seem to spark controversy: Last month, American Apparel ran a print ad that took readers through unzipping a Flex Fleece Hoodie. The model eventually gets to point where a portion of her nipple is exposed. The ad ran in Vice Magazine, caused public outcry, and was banned subsequently.
Whether right or wrong (and I have no stance on British standards in advertising), the only difference I detect between the topless shots in the papers versus the questionable billboard is that the billboard is free while the papers require payment or subscription.
What’s all the hoopla about with this billboard campaign? It’s not any more or less, racy than a Victoria’s Secret ad or outdoor display.
Understandably, there are regulations to ensure no young minds are corrupted by breasts and marketers’ efforts to use breasts to sell stuff, and we’re well aware of the fact that sexually based ads and campaigns sell. This leads to the dilemma of morality and advertising, which is way too big to cover here.
However, my question is this: Whether used to sell headlamps in Britain or promote men’s awareness of breast cancer in North America, is it a fair advertising practice to approve or deny an ad based on the intent of the advertiser?
Rethink Breast Cancer’s spot, “Save the Boobs,” (below) follows a voluptuous woman in a bikini as she bounces her way through a swimming area.
Does this commercial merit approval based on the fact it supports a cause that could save a life, whereas the banned billboards are for headlights? Not using your headlights while driving could kill you, so don’t headlights save lives, too?
I would argue that if society’s intent is save the youth from corruption, both ads should be banned.
Here is where it gets weird: The headlight ad seems to succeed in purpose where the breast cancer spot fails. Why? Inciting controversy was the whole idea behind the cancer spot; stir people up, get them to react, get the spot on the news, and thereby raise awareness. Besides receiving accolades as being a great PSA by every 16-year-old with an Internet connection, it made but a ripple. The billboard got banned. Go figure.
Jeff Louis has ten years of brand-building, media strategy, and new business experience. His passion is writing and his strong suit is sarcasm. You can follow Jeff on Twitter or become a fan on Examiner.com.
Michelin launched its first global advertising campaign last week to shine its headlights on Michelin’s USP high beams, illuminating the many
benefits derived from its distinguishing characteristics. Its theme, “The right tire changes everything,” aims to drive this point home.
Michelin tires simultaneously deliver enhanced braking power, greater longevity, and superior fuel efficiency. The campaign illustrates by using the right tires, consumers can reduce fuel consumption, increase safety, and extend tread life.
The campaign features the iconic Michelin man, Bibendum, in an animated world, assisting troubled motorists and replacing their defective tires with Michelin tires, which he pulls from his body. I know what you’re thinking: Why can’t I get rid of the tires around my waist as easily as Bibendum? To answer that, you’ll have to take the advice of Esurance’s ad campaign, and “get animated.” Bibendum apparently has all the answers.
Created by TBWA, a New York-based agency that gained Michelin’s worldwide account last summer, Michelin’s campaign will appear across TV, print, and online outlets in the United States first, then in Europe and Asia in early 2010, and in Africa, the Middle East, India, and South America at a later date. The U.S. campaign features an enhanced digital strategy that introduces the official Michelin Man Facebook page and YouTube channel.
Visit michelinman.com/the-right-tire for more information.
Rohan Raj. Syrupy schmaltz. Finessing perpetual cadence. Boundless behemoth. Absence of mutual exclusivity? Priceless. Reach him via Twitter or LinkedIn.
Pre-roll ads: You either love them or hate them. Online video ad network ScanScout hopes to cash in with its new Super Pre-Roll ad. For those not familiar with pre-rolls, let me explain: These are the ads that run before you watch an online video. If you want to watch a video, then you also have to sit through the commercial. There is no escape.
However, ScanScout is making things interesting by making these ads interactive. These spots use existing TV spots and then attach multiple interactive “overlay” placements. The Super Pre-Roll’s overlay appear at various positions on the screen and are designed to correspond with an ad’s content. This format could then be easily adopted by advertisers to conduct polls, provide coupons, and collect user data. The question that remains is whether this will encourage active viewer participation, rather than passive consumption.
I think this technology also issues a wake-up call to creatives: It’s time to generate content worthy of our captive audience. We live in an age of DVR’s, where our audience would rather gouge out their eyes than sit through invasive messaging if they don’t have to. We need to engage the viewer and allow he or she to take ownership of the brand, and this might be the way to do it.
Sara Barton is a copywriter, social media strategist, and avid blogger in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.
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Many of you may have read Jack Trout’s book, Differentiate or Die, published in 2000, which is based on the premise that survival, from a business perspective, is ensuring you are distinguished from your competitors. As the book’s title suggests, it’s either that or face eventual death. When competition is heavy and there are numerous, indistinguishable products, one must separate from similar competitors. It’s vital.
One of the best methods to become number one is to establish your own category, a category in which you are the sole occupant, making you first by default.
Creating your own category requires innovation, so in order to differentiate, one must originate.
Origination seems to be the strategy behind color-shifting paint, developed by JDSU and announced publicly yesterday. JDSU (NASDAQ: JDSU) is a technical company immersed in a lot of technical stuff, ranging from commercial lasers to optical testing and measurement equipment. For our purposes, they also make “decorative applications” or really cool paint.
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The titanium-based paint, or ChromaFlair® Titanium Series, uses “unique, multi-layer flakes” that change color when viewed from various angles. Inspired by a gem’s ability to shift and shimmer, the two pigments currently available are based on “blue.”
“JDSU created Emerald and Aquamarine pigments specifically because shades of blue continue to be an extremely popular color choice for enhancing products across a variety of markets worldwide.”
The paint offers otherwise boring products the opportunity to break free from hum-drum competitors or the ability to stand out in a field of me-too products.
Coincidentally, this is exactly what I need to for my job search.
Jeff Louis has over ten years of brand-building, media strategy, and new business experience. His passion is writing and his strong suit is sarcasm. You can follow Jeff on Twitter or become a fan on Examiner.com.
In case you were unaware, the competition for the 2016 Olympics host city’s been won and the waiting is over.
It was a controversial ride, but in the end, Chicago got knocked out immediately and Rio de Janiero was bestowed the honor, marking the first time a South American country’s been chosen to host an Olympic Games. The news is bittersweet in Chicago; the city was split 54% For, 46% Against according to recent polls. The city’s debt, added traffic on over-burdened streets, and additional taxes were main contention points that kept Chicagoans from supporting the bid. Plus the knowledge that recent host’s were still paying off Olympic-sized debt.
Skepticism rose to National levels last week when President Barack Obama, and wife Michelle, agreed to attend the final stage of the Olympic pitch in Oslow, adding their political weight to a field filled with political, and royal, notables: A King and Queen (Madrid), Prime Minister (Tokyo), and another President (Rio).
Competition between Rio and Chicago was especially fierce, and accusations of unfair play were voiced by both sides: One of the larger controversies a website Chicagoans for Rio 2016. The Chicago Olympic Bid team accused Rio of setting up the site (makes sense), but it turned out that it was an inside job…really inside.
Meanwhile, a Chicagoan named Kevin Lynch is confessing that he’s the man behind the cheeky ChicagoansForRio.com, the Web site that’s been anonymously trashing Chicago’s prospects in the past couple of weeks.
Okay, so he was from Chicago. No biggie. The real impact of the story is that Kevin Lynch is one of the top creative execs at Energy BBDO’s Proximity Unit. Energy BBDO, and owner Omnicom, were both in support of Chicago’s bid for the games, providing creative services as part of their endorsement. Plus, there’s the fact that Energy BBDO’s largest client, Wrigley (Wrigley Field, Wrigley Gum, etc), supported the city’s bid.
Which led to “Drama, drama, drama”! Energy BBDO released a statement to Ad Age last week:
“I want to be clear: The agency is and has been fully behind the Chicago 2016 bid,” said Energy BBDO CEO Tonise Paul. “Our clients are aware of our position and understand the situation. The individual acted on his own accord without the agency’s knowledge.”
Kevin Lynch, the “instigator” of the controversy, said he had stopped supporting the Olympic bid for Chicago when Mayor Daley’s statements that Chicagoans wouldn’t be taxed for the games were reversed. (Chicago already carries the heaviest sales tax in the Nation at 10.25%.)
Now that the host city’s been decided, it will be at least a week to discover what becomes of Mr. Lynch…
Jeff Louis: Strategic Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or contact him on Twitter. As always, thanks for reading!
I just finished watching a Twitter reality-show pitch, and I have to say, I’m interested. The reality show, @whoisthebaldguy, has viewers following him on Twitter and making suggestions on what he should do next. It’s a great concept and could be the wave of the future for entertainment, leaving traditional TV in the dust.
Facebook has had some similar shows broadcast, as well. The first made-for-Facebook series, Ashton Kutcher’s KatalystHQ, debuted in February, detailing the day-to-day events happening at Kutcher’s production firm, Katalyst Media.
Perhaps the most interesting part of the show is the traditional integration of products, such as Cheetos and Hot Pockets. According to an article on Real-Time Advertising Week, Kutcher opined that when product placement is done in funny and tasteful ways “people are happy to consume it.”
I can’t help but feel we are getting closer and closer to making a real-life version of The Truman Show.
Both of these new shows could signify the end of television as we know it and put advertising in a whole new, but good, ball game. Where will this lead us? We’ll just have to wait and see.
Megan Green is a freelance propagation planner who has had her work published on PR News Wire, as well as many other outlets. Contact her on LinkedIn, Facebook, Twitter, or at megankategreen@gmail.com.
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