CCO Eric Springer Out at FCB/West

Springer-Headshot_lowrez-300x200 (1)Today we can confirm that Eric Springer is no longer serving as chief creative officer at FCB/West.

Springer, who like former Deutsch colleague David Povill gained attention thanks to his work on the VW Super Bowl spot from 2011, left that agency’s LA office to serve as CCO at Culver City shop Pitch back in January 2012. After spending approximately one year there, he was hired by FBC/West (then DraftFCB West) to fill the EVP/CCO role.

During the one year and nine months he spent at FCB, Springer produced work for clients like Taco Bell, Levi’s and Nabi, maker of child-friendly tablets.

We have no word on the reasons for his departure or his future plans; we only know that, in the words of an agency spokesperson, “a search for his successor is underway.”

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CCO Karen Spiegel Leaves FCB

Today we confirmed that Karen Spiegel is now the former Global Chief Communications Officer at FCB (née draftFCB). She recently left the agency after replacing former EVP/GCCO Wally Peterson only nine months ago.

London-based Stephen Martincic, who has been SVP of communications for several years, is her replacement.

Spiegel is not moving to another agency: she’s launching her own consultancy.

She entered the agency world in 2001, beginning a 12-year stint with R/GA in which she achieved the title of SVP/Managing Director. Longtime readers may recall that Spiegel led former spy Matt Van Hoven on a tour of the shop’s Bauhaus-themed New York office and introduced him to its three-wheeled motorcycle way back in 2009.

No word on the details regarding Spiegel’s new venture; updates as we receive them.

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Choose Chicago Names FCB Chicago, Starcom USA Agencies of Record

ChicagoThe chair of Choose Chicago, Chicago’s official tourism marketing organization, Desiree Rogers and CEO Don Welsh announced today that Choose Chicago has selected FCB Chicago as its new creative agency of record and the Chicago office of Starcom USA as the city’s media planning and buying agency of record. The appointments come following an eight week review process, conducted in partnership with Chicago-based search consultancy R3:JLB. Choose Chicago’s review focused on agencies with strong Chicago ties, as well as proven global brand building capabilities and strong traditional and digital communications channels expertise. FCB Chicago and Starcom USA will work together “to build fully integrated, multi-channel marketing programs to significantly increase leisure and business travel to Chicago from domestic and international markets.”

“We are thrilled to partner with Choose Chicago to share the stories that make our city great,” said Michael Fassnacht, CEO and president of FCB Chicago. “This is a humbling opportunity to make a true impact on Chicago.”

Starcom USA CEO Lisa Donohue was equally enthusiastic, adding, “Chicago is our hometown, and we are thrilled to bring our talent, expertise and strong digital focus to showcase all that this great city has to offer. This is a truly special city, and along with Choose Chicago and FCB, we look forward to enticing countless others to visit and experience it along with us.”

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FCB West Scores Ghirardelli

fcbThe agency review went well for the former draftFCB, which will now handle the integrated ads account for the U.S. division of Swiss sweets-maker Lindt & Sprüngli.

The review began with more than a dozen agencies–and while we can’t confirm the tip that Butler was runner-up, the press release tells us, via Ghirardelli marketing VP Vicki Isip, that the brand chose FCB for both its location and its history with consumer products brands like Del Monte and Kikkoman.

This win comes less than a month after the name change, the merger of L.A. and San Francisco offices into FCB West, and the barely-knew-ye departure of ECD Michael Bryce.

Expect a new campaign next year.

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Bryce Out at FCB LA

michaelbryce1After spending nearly 15 months at what is now FCB L.A., Michael Bryce has left the agency, sources familiar with the matter confirm. Bryce, whose last day at FCB was Friday, joined the agency as executive creative director at the beginning of 2013 following a yearlong CD stint at 72andSunny, where he worked on campaigns for Samsung GS II and Activision. During his time at FCB, meanwhile, Bryce led creative efforts for the likes of Levi’s, Dockers and Nabi.

The creative vet, though, spent the majority of his career at Deutsch LA (14 years, give or take), where he last served as EVP/group creative director and managed the agency’s U.S. Playstation account while leading work for clients such as CiCi’s Pizza, DirecTV and TGIFridays along the way. No word yet on replacement plans at FCB, etc, but we’ll likely fill in the blanks soon enough.

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Draftfcb Chicago Lets Pets Speak for The Shelter Pet Project

We thought we’d round out Monday on a cute note.

Draftfcb Chicago created a new pro-bono campaign for The Shelter Pet Project that lets the animals speak for themselves. Working in partnership with The Ad Council, The Humane Society of the United States, and Maddie’s Fund, Draftfcb’s integrated campaign features TV, outdoor and web PSAs promoting pet adoption. The campaign showcases the adorable and amazing personalities of real dogs and cats adopted from shelters, who practically reach through the screen and invite viewers to play with them. Draftfcb plans to take things a step further later this week with the launch of a new online experience on The Shelter Pet Project’s website allowing visitors “to virtually meet and play with the pets from the PSAs.” You can view the PSA for the friendly feline Stetson above, while dog lovers can meet the energetic Arnie below. Still not enough aww to round out your Monday? Stick around for another feline/canine pair and credits after the jump.


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Draftfcb, KFC Make History with Two-Man Chicken Sled

Last month, Bryce Harper performed the first ever chicken-eating backflip for KFC as part of Draftfcb Chicago’s “How Do You KFC?” campaign. Now, Draftfcb continues the campaign of people eating chicken in situations where it doesn’t make sense for people to eat chicken, making history with the first ever two-man chickensled. The campaign is well-timed, coming on the heels of the U.S. men’s first two-man bobsled medal since 1952 and a two medal performance by the U.S. women’s bobsled team.

Draftfcb and KFC tapped Team USA Bobsled brakeman Jim Carriel, and retired Team USA Bobsled pilot Landon Phillips for the historical event. Carriel ate chicken from the KFC Go Cup from a customized cup holder while speeding down the track at 70 miles per hour and five Gs. “No other bobsled team out there is pulling five Gs while eating chicken. More casual fans of chicken sled racing may not know the physical demands five Gs puts on an athlete. Do you know how much an Extra Crispy Strip ‘weighs’ at five Gs?” Carriel asked. “It’s almost a half pound. Seriously. Don’t try this at home, kids.”

Draftfcb’s new video is supported by a tongue-in-cheek social campaign calling on fans to like or share a petition on the brand’s Facebook page to make chicken sled racing a Winter Olympic event in 2018.


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Draftfcb NY Soundtracks Jamaican Bobsled Team

Yesterday we brought news of Draftfcb New York’s case study for the Jamaica Tourist Board. Well, that agency is feelin’ the rhythm and has just released a song for the Jamaican bobsled team, called, appropriately enough, “The Bobsled Song.”

The song was written by Sidney Mills and Jon Notar, “according to the shape and length of the actual race track” at Sochi, in order to act as a soundtrack to Jamaica’s run. What’s more, the song’s lyrics sync up perfectly with the lefts, rights, and straightaways of the course. This is best illustrated in the fun, mostly 8-bit video game style music video above. (Anyone else wish this game was real?) Everybody loves Jamaica’s bobsled team, thanks to Cool Runnings, and now there’s one more reason to watch Jamaica compete at Sochi. This Sunday, head on over to, tune in for the first heat at 11:15 AM, and the second heat at 12:45 PM, and play “The Bobsled Song” when Jamaica starts their run. Or follow @VisitJamaicaNow on Twitter for updates on when team Jamaica runs. It’s bobsled time. Stick around for credits after the jump. continued…

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Draftfcb SF Nabs Trulia Biz

draftfcblogoAfter handling marketing efforts internally over the years, San Francisco-based Trulia, a company that essentially serves as an online real estate resource, is looking outward as it’s chosen Draftfcb SF as its first AOR, effective immediately. DFCB SF, which won following, yes, a “competitive review,” is now tasked with developing a fully integrated campaign that’s set to launch in second quarter of this year. No word yet on who else participated in the review (though Draftfcb did beat out seven other agencies), but Trulia CMO Kira Wampler says in a statement, “The Draftfcb team stood out during our selection process“The agency developed a strategy that demonstrated a thorough understanding of our consumer and category.”

Trulia now joins a Draftfcb SF client roster that currently includes Levi’s, EA, Taco Bell and Dockers.

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This Catchy Jamaican Bobsled Song Is Timed to Match the Track at Sochi

Have you been waiting for someone to come up with a Jamaican Bobsled Team reggae song synced with the course in Sochi, fitting the exact shape of the racetrack with all its twists and turns?

Well wait no more, because Draftfcb New York and the Jamaica Tourist Board have done just that. According to Draftfcb, "If you press play at the exact moment the Jamaican Bobsled Team starts its run down the actual racetrack in Sochi on Sunday, you'll have your very own authentic soundtrack to one of the most anticipated moments of the Winter Olympics."

The song's got a catchy groove—"To the right! To the left! It's bobsled time!"—with an appealing animated promo clip that recalls old-school video-game graphics. ("Mon" appears just once in the lyrics, in case you were wondering.)

This marks Draftfcb's second recent tuneful foray, following the Kmart/Joe Boxer "Jingle Bells" spot from the agency's Chicago office. The reggae song's cute, but that ballsy yuletide classic set an extremely high bar for inspired musical silliness. Sorry, bobsledders, I'm afraid it's all downhill from there.


Draftfcb NY Releases Jamaica Tourist Board Case Study

Back in 2012, the Jamaica Tourist Board decided to stick with Draftfcb New York (who started work for them all the way back in 1991) for five years following a competitive review.

That decision seems to have paid off, as Draftcb just released a case study for the Jamaica Tourist Board, and the results are pretty irie. The agency’s recent campaign for Jamaica Tourist Board, which included setting up a the world’s largest stress ball in Times Square this past November, brought results including a 423% increase in Facebook daily impressions, 1,264% increase in Facebook engagement. Draftfcb spends the ending of the 2 minute video interviewing New Yorker’s who are clearly still stressed out. Maybe they need to take the advice of the Tourist Board’s Christopher Dobson, and “come down to the beautiful, warm island of Jamaica,” where they have more efficient means of relaxation. Credits after the jump.


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Wonderfilled entra em ritmo de Olimpíadas de Inverno

Considerado o “biscoito oficial” da equipe canadense na Olimpíada de Inverno de Sochi, Oreo acabou de adicionar mais um filme à campanha Wonderfilled. Desta vez, a animação dirigida por Julia Pott e produzida pela Hornet tem criação da DraftFCB de Toronto, resgatando um pouco da ideia inicial, de se preencher a vida com coisas boas e compartilhar este sentimento com outras pessoas.

Diferentemente do último filme, em que a trilha é interpretada pelas gêmeas Tegan & Sara, desta vez é de Ellis Barkan, uma garota de 16 anos que ficou encarregada de cantar a história de uma esquiadora que gostaria de poder conversar com ela mesma, sete anos antes, para dizer que todos os momentos difíceis valeriam a pena no final.

Enquanto a música parece colar no cérebro, sem ser chata, a animação é sensível e divertida. Mais uma medalha de ouro para a Oreo.


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Sony vende Walkman dentro de garrafas d’água

A Sony anda obcecada por produtos resistentes à agua. É baseada nessa característica, por exemplo, que a empresa promove sua linha Xperia, colocando smartphones até em copos de refrigerante.

Agora, em uma criativa solução de embalagem, a marca promove seu MP3 player NWZ-W270, que tem esportistas e nadadores como público-alvo. Os walkmans – dentro de garrafas d’água – podiam ser comprados em vending machines, instaladas em academias.

A criação é da DraftFCB, da Nova Zelândia.

Bottled Walkman
Bottled Walkman

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Levi’s Shifts Biz to Draftfcb, The House Worldwide


After spending a few years going forth with W+K, universally-known jeans brand Levi’s has moved its ad duties to Draftfcb and year-old agency The House Worldwide, which will share duties on global marketing, creative and strategic support. Levi’s CMO Jen Sey says in a statement, “We are very excited about this new model. We’re getting handpicked creative talent from Draftfcb and The House networks at both the global and local market level. This model will provide us with the efficiency and consistency we need as a global brand as well as the means to  drive relevance around the world by accessing top-notch local talent when we need it. In doing so, we’ll strive to reach passionate new fans in every market in which we operate.”

The 160-year-old brand previously worked with W+K since 2008 in the U.S. as well as BBH abroad. Among those participating in Levi’s new “customized” agency model are Draftfcb San Francisco, Draftfcb Los Angeles and The House Worldwide’s ChinaMadrid in Spain and CumminsRoss from Australia.

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Draftfcb NY Launches Somewhat Alarming Anti-Smoking Campaign for FDA

Draftfcb is a launching a new youth anti-smoking campaign for the FDA, called “The Real Cost.”

The new campaign, the “first comprehensive tobacco education campaign using authority granted under the Family Smoking Prevention and Tobacco Control Act,” aims to “prevent youth tobacco use and reduce the number of kids ages 12 to 17 who become regular smokers.” Based on the insight that almost 90 percent of established adult smokers began smoking by the age of 18, the multimedia campaign uses “compelling facts and vivid imagery” to attempt to change young people’s beliefs and behavior in regard to tobacco products. Among the approaches used in the campaign are a reframing of addiction as a loss of control and graphical dramatizations of the costs of smoking, such as tooth loss and skin damage. “The Real Cost” also uses social media to give teens a space to engage in conversations about the issue with their peers.

“Today marks a historic moment as we launch the FDA’s first-ever national education campaign to prevent tobacco use among our nation’s at-risk youth, and we bring to life the real costs that are of the most concern to these young people,” says FDA commissioner Margaret A. Hamburg, M.D. The campaign, which launches Feb. 11, will be evaluated for its effectiveness over time. It includes “television, radio, print, online and out-of-home advertising,” with ads running in more than 200 markets throughout the U.S. “The Real Cost” is “the first of several campaigns that the FDA will launch over the next few years, with subsequent campaigns targeting multicultural, rural, and LGBT youth. You can view the gross “Your Teeth” above, and stick around for “Alison’s Bully” after the jump. continued…

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Bryce Hudson Performs First Ever Chicken-Eating Backflip for KFC

Earlier this month, Draftfcb Chicago launched the “How Do You KFC?” integrated campaign for the colonel, “a new movement celebrating the connection KFC fans have with the food.” Part of that campaign was an online video of X Games Moto gold medalist Bryce Hudson, who became the first person to perform a backflip while eating chicken (a KFC Go Cup featuring Extra Crispy Tenders). Even more impressively, according to Draftfcb Chicago’s in-house production team, “when Hudson invited them to his private practice facility for the shoot, the successful flip was captured within the first two takes.” The ever-confident Hudson was not surprised. “I knew the backflip would be possible right off the bat,” he said, “I was so excited to join the #HowDoYouKFC movement with the world’s first chicken-eating backflip because I could enjoy two of my favorite things at the same time. It doesn’t get much better than that.” Draftfcb’s video crew for the shoot reportedly included only four people.

The video gained over half a million views during its first two weeks online, and, in a nod to fan appreciation, Draftfcb and KFC are turning it into a primetime television spot that begins airing tonight. “We want to stay nimble, listen to our fans, and give them what they want. When we saw that the Bryce Hudson video was quickly emerging as a fan favorite, we wanted to make it even bigger — and put it on TV,” said Jason Marker, General Manager for KFC U.S.

The “How Do You KFC” campaign also includes “revamps for point-of-purchase displays, uniforms, packaging, in-store greetings, digital and social assets,” as well as a streetball online video entitled “The Professor.” “How Do You KFC?” invites fans to participate by uploading photo or video content to social media with hashtag #HowDoYouKFC. KFC claims they will “will continually evaluate options for fan-driven videos throughout the campaign” so look for fan input to have a large impact throughout the campaign. The next video to make it to primetime could even be a fan-generated upload. Stick around for “The Professor” after the jump. continued…

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Draftcb Releases Holiday ‘Ship My Pants’ Sequel for Kmart

If you were a fan of Draftcb’s almost-expletive filled “Ship My Pants” spot for Kmart, (which we covered back in April) you might be glad to learn that the agency has just released a holiday follow-up, “Ship My Trousers,” which hopes to recapture the viral success (over 20 million views) of that spot.  Draftcb’s sequel follows the formula of the original very, very closely. In fact, “Ship My Trousers” uses the same actors, and most of the same lines, as the original “Ship My Pants” spot. It’s pretty much the same ad, just adapted for characters from Charles Dickens’ A Christmas Carol. If you enjoyed the original “Ship My Pants,” chances are you’ll find the sequel amusing as well. If you didn’t, you probably won’t want to bother watching “Ship My Trousers” above. Personally, while I don’t understand what characters from A Christmas Carol are doing shopping at Kmart, the “I just shipped my bed” guy’s delivery just about makes up for it. Idea for next time: hire the actor who played Clay Davis on The Wire to say “sheeeip.” Credits after the jump. continued…

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Kmart Does a Hilariously Dickensian Christmas Version of ‘Ship My Pants’

You have to hand it to Kmart and Draftfcb. They've shown this whole year that they know how to whip up a good viral commercial. We had "Ship My Pants" in April and then "Show Your Joe" (aka, "Jingle Balls") in November. Now, they head back to the well with this humorously Dickensian reimagining of "Ship My Pants" just in time for Christmas. You can hear all the other retailers grumbling "Bah, humbug." Well played. Via Disco Chicken.

Credits below.

Client: Kmart
Vice President, Creative: Mark Andeer
Director of Kmart Marketing Strategy: Brandi Ply
Director of Advertising: Beverly Mason
Agency: Draftfcb, Chicago
Chief Creative Officer: Todd Tilford
Executive Vice President, Executive Creative Director: Jon Flannery
Senior Vice President, Creative Director: Howie Ronay
Vice President, Creative Director: Sean Burns
Creative Director, Copywriter: Tim Mason
Associate Creative Director, Art Director: Myra Mazzei
Executive Producer: Chris Bing
Director: Zach Math
Editorial: Casey Cobler


Draftcb’s Joe Boxer Spot for Kmart Stirs Controversy Amongst the Easily Offended

You may have read about the controversy surrounding Draftcb Chicago’s new Joe Boxer spot for Kmart, “Show Your Joe.” If you actually watch the spot (featured above) and have any sense, you may wonder what all the fuss is about. Kmart, of course, is no stranger to controversial advertising: a recent Kmart spot featured Satan and Genghis Khan, and their “Ship My Pants” spot is still our favorite of the bunch.

“Show Your Joe” opens with a group of tuxedo-wearing men behind a curtain, ringing bells. After a few seconds the curtain is whisked away to reveal the men clad in only boxer shorts from the waist down, and they begin playing “Jingle Bells” by shaking their hips. Presumably the, uh, bells, are tucked away somewhere in those boxers. The men perform the chorus of the song…and that’s it. To be clear: there’s nothing all that risque about the execution — the camera is panned way out and these dudes are in boxers, okay? No junk visible. Repeat: no junk visible.

The holiday effort is a little juvenile perhaps, but offensive? Hardly. The most offensive thing about it may be that it’s not all that funny. Either the cries to arms are coming from those who feel this ad violates the “sanctity of Christmas” (you can see these people riding around in cars with “Put the Christ back in Christmas” bumper stickers and complaining about government handouts), or they are the typically hypocritical complaints that arise from anything remotely provocative associated with male body parts. Overtly sexualizing women in every single women’s underwear ad ever? That’s okay. Suggesting that a group of guys are playing “Jingle Bells” with parts tucked away in their boxers, away from view? Congratulations, you’ve just awakened the seven horses of the apocalypse.

Kmart has reportedly refused to pull the ad, despite a long list of complaints on their Facebook page (although a quick glance at the page while writing this turned up at least as many comments supporting the ad). Good for them. If anything, the controversy will just call more attention to the spot, Kmart and Joe Boxer. Let us know what you think about the so-called controversy surrounding “Show Your Joe” in the comments section. Credits after the jump. continued…

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Kmart Hunks Play ‘Jingle Bells’ With Their Junk in Crazy Christmas Ad

And you thought the NBA guys were talented for playing "Jingle Bells" via well-timed three-pointers. Check out the Kmart studs in the retailer's crazy Christmas cross-promotion with Joe Boxer via Draftfcb in Chicago—swaying their sacks to chime out their own impressive version of the holiday standard. That's some musical junk right there. It caps an offbeat year for agency and client, stretching from "Ship My Pants" through last week's evil-filled "Boardroom" spot. Sometimes it's just better to be on the naughty list.

UPDATE: For what it's worth, Chippendales did a similar video back in 2010.