Hasta La Creative!

Taco Bell and DigitasLBi San Francisco (their digital AOR) are launching their new breakfast menu (the proper response: “Gross”) with a different kind of social campaign.

DigitasLBi and Taco Bell are sending out 1,000 burner phones across the country as part of a teaser campaign for Taco Bell’s largest menu expansion in their 50 year history this Thursday with the introduction of the new breakfast menu, offering people the opportunity to make a terrible decision on their way to work. The phones serve as “a direct line to Taco Bell Breakfast and a chance to win epic swag by challenging fans to create social content.” Preloaded text messages on the phones offer usersinstructions on how to activate the phones and accept the terms and conditions.

Then, throughout the week, “phones will be called and texted at various times throughout the day, prompting participants to complete missions” using the hashtag #wakeuplivemas, for a chance to win prizes (like a waffle taco hoodie). Tumblr will act as the hub for all the created content, while winners will be notified via their phone and Twitter. Mobile marketing firm Hipcricket was responsible for powering the voice and text messages on the phone. The idea is to create a “retro guerilla social network that generates excitement to create compelling social chatter and content.” We’ll give DigitasLBi and Taco Bell this: the breakfast menu launch is certainly unusual. You can follow along with this campaign on Tumblr, Instagram and Twitter, and if you feel like being sick by lunch, head to Taco Bell for breakfast this Thursday.

Oh god, is he pouring maple syrup on….eeew

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DigitasLBi has just released “A Girl’s Got to be Free,” a new digital spot for John Frieda’s Frizz Ease Hair Care products.

Set at night in New York, the 60-second video features a team of rogue women dressed in black who make their way to Ellis Island. Once there, the crew pulls out harnesses, climbing gear and other equipment and makes their way up the Statue of Liberty. Upon reaching the top, they free Lady Liberty of the bun that has been constricting her for over a century and let her hair down.

“We wanted to create an unexpected online experience that captures the simple, universal truth that when women pull their hair back in resignation to frizz, they pull themselves back. Frizz Ease Hair Care gives her an alternative to this daily struggle and empowers her to step out and conquer each day with confidence. ” explains Melissa Pruessing, VP/Group Account Director at DigitasLBi Chicago.

“A Girl’s Got to be Free” is part of DigitasLBi’s new “Never Pull Back” campaign, which features a new website, as well as “digital paid, owned and earned media” executed by Click 3X. Kao’s USA’s media agency Spark, meanwhile, handled media planning and buying for the campaign. Stick around for credits after the jump. continued…

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So, if you will, let us just clarify some matters addressed on the Spy line regarding staffing issues at DigitasLBi Chicago. According to sources familiar with the matter, it’s true that a handful of staffers have parted ways with the agency, though they all appear to be unrelated.

We can confirm that, over “the last couple of weeks,” that DigitasLBi has parted ways with, among others, VP/GD, creative Jim Kim (he, with the impressive headshot to the left), project manager Jon Stahler, Subhamay Ghosh, manager/technology and the agency’s manager/technology enablement, Jack Clarke. Most of the aforementioned staffers had been with DigitasLBi Chicago for nearly two years, give or take. No word yet plans to replace, etc., but as mentioned, these were just general, unrelated departures and  weren’t clustered by one client or department.

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It looks like Puma is rounding out its agency roster as the German sports shoe/apparel brand has appointed DigitasLBi as its global digital agency. The news comes just two months after Puma selected JWT as its lead creative agency. As for the DigitasLBi appointment, we’ve been told that there was “a competitive review” (no names as of yet) for the business, which marks a new type of agency relationship for Puma.

In a statement, Remi Carlioz, Puma global head of digital marketing says, “DigitasLBi will have a crucial role in translating our new Forever Faster brand messaging into the digital world and building momentum in the lead-up to the consumer launch of our global Forever Faster brand campaign in the second half of 2014. An agile agency with a global reach, DigitasLBi brings a unique savvy thinking and creative, real-time marketing to the table and is a perfect fit to PUMA to help us re-establish our brand in the minds of our customers.”

DigitasLBi Boston will handle the Puma digital work, which includes development, leading/implementing global digital strategy, creative, analytics, social and community management, real-time marketing, as well as production and design for key digital campaigns and related marketing initiatives with global scale.

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And now, back to the grind. We’ve received confirmation that Suzanne Michaels, who’s spent the last four-and-a-half years at the Chicago branch of what is now DigitasLBi, is leaving the agency effective Jan. 6 During the last 18 months of her time at DigitasLBi, Michaels, who we’ve been told is joining up as executive creative director at Critical Mass, served as SVP/creative and led digital, mobile and social efforts for Team Sprint. From what we’ve been told, Lewis McVey, currently GCD, is stepping up as SVP, creative leader for Sprint, effectively immediately. As for Michaels, prior to her time at DigitasLBi, the creative exec worked at the likes of Tribal DDB and JWT.

Along with the departure of Michaels, DigitasLBi Chicago is also losing Rick Walter, technology manager, who’s leaving his post effective Jan. 3 and moving into a project management role at a small startup consulting group. From what we gather, both partings are amicable.

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How do you take attention away from the fact that you were recently declared the worst cellular network in a consumer report? If you’re Sprint, apparently you get agency DigitasLBi to work with you to create a gesture-based, interactive retail experience. Because that’s the future: being able to shop online without having to use a pesky mouse and keyboard. But where to unveil such a creation? What is an event where people would see the Sprint name and not know any better?

Sprint will unveil the new “Shop. Hands Free. In 3D.” experience during the NASCAR Sprint Cup Series Champion’s Week in Las Vegas, tomorrow, Dec. 6. This follows on the success of the pilot unveiling, during NASCAR Sprint Cup Series race weekends at the Chicagoland in Septmber, and Kansas Speedways in October. NASCAR fans seemed pleased with the Sprint’s new magical technology, as evidenced in the above video.

So how does it work? Well, according to the announce, “…users move their hands through the air above a Leap Motion controller, which displays their actions onto a large screen ahead.” But wait, that’s not all. There’s a podium. A branded podium. To appeal to Nascar fans, DigitasLBi created “an eye-catching branded podium to house the technology.” Those who tried out the shopping experience then “supply their email addresses to receive their picture from the virtual photo booth as well as a link to the items they browsed.” Combining technology used in next-gen gaming with a theme park-esque photo service, that’s their strategy, because Sprint is “more than just a wireless company,” according to Sprint Program Manager Lane Allison.

Perhaps I’m being a bit hard on Sprint. After all “Shop. Hands Free. In 3D.” is sort of an intriguing prospect, if only for the novelty value. It’s just that this does absolutely nothing to repair Sprint’s damaged reputation. Since most people now view Sprint as something of  a joke, maybe that’s what they should be working on. Or maybe Sprint is just for NASCAR fans now.

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We’ve received confirmation that DigitasLBi has lost a couple of search marketing leads, mainly Jon Kagan and Brian Hemhauser, who served as associate director and manager/search marketing, respectively at the agency. Kagan, who spent nearly three years at what is now DigitasLBi, has joined up with a firm dubbed Results Digital as director of search/biddable media while Hemhauser has taken an unspecified role at WPP/GroupM-owned unit, MediaCom.

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Sources familiar with the matter confirm that Chris Reed, who’s spent the last eight years at Energy BBDO, has moved over t0 DigitasLBi’s Chicago office, where he now serves as EVP/account management. Reed now heads up the account team on DigitasLBi’s Whirlpool account as well as Maytag and Kitchen Aid. From what we’ve been told, Reed assumed his new post as of last week. Along with his lengthy stint at Energy BBDO, the account exec also spent a couple of years at Y&R during his career.

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As you may have heard this morn, Lincoln Bjorkman, who moved up to the big chair as CCO of Digitas North America three-and-a-half years ago, will join Wunderman effective Nov. 11 and report to Wunderman chairman and CEO Daniel Morel. In his new role, Bjorkman will oversee the creative efforts of 60 offices in 170 countries for clients including Coke, Shell, Land Rover, Microsoft, Nokia, and Dell among others. According to the Wunderman camp, Bjorkman is only the second global creative director in Wunderman’s history. London’s Steve Harrison first served in the role (2006-2007). Anyhow, the unicorn whisperer that is Tony Weisman, CEO of DigitasLBi North America, reflects for a bit on Bjorkman’s departure below:

“Lincoln Bjorkman shared with me that after ten remarkable years with us, he has decided to leave DigitasLBi for another agency. He will be with us for a couple of more weeks.

What to say, what to write.

When I look for writing inspiration, I often pull up Lincoln’s famous emails. Each shares a piece of news worth writing about. Each written with an artful dose of humor that brings smiles across our faces. Each frothy with authenticity and love for the subject. Each uniquely Lincoln.

I won’t talk about Lincoln’s credentials. They stand like skyscrapers on their own. And, anyone who knows Lincoln knows well that the very last thing he likes to do is praise himself. He much prefers giving the warm spotlight to others. Again, uniquely Lincoln.

Instead, I simply want to say thanks to our resident gentleman, soulful writer, exceptional creative talent, music lover, tireless perfectionist, rock star manager, artist, a tennis player with an awesome forehand, and champion of our formidable creative team that he helped build, nurture and grow. I want to thank Lincoln for making “the work, the work, the work” at the center of why we come to the office every day. I want to thank Lincoln for elevating our creative muscle earning us award-winning, record breaking  creative streaks.

Lincoln, you crushed it at DigitasLBi. We’re just sayin’.

Our very, very best to you.

Tony Weisman
CEO, North America”

 

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If the name Jeff Maerov, doesn’t ring a bell, perhaps you might better know him from his his output over five years at Draftfcb Orange County, where he served as SVP/GCD on, what else, Taco Bell. On said account, Maerov helped lead creative on campaigns including the “Live Mas” rebranding and the subsequent “Operation: Alaska” effort. Well, the creative exec has now moved on and went eastbound (not down) to DigitasLBi, where he has now assumed the same title in the agency’s Boston office. In his new role, Maerov will lead creative teams on clients including Goodyear, Dunkin’ Donuts, and more,  reporting to DigitasLBi Boston/Detroit ECD Rob Rizzo in the process.

During his career, Maerov also tallied a decade’s worth of work over two stints as a creative at Y&R New York and even penned his own children’s book Boca Buddies on the side.

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