Hasta La Creative!

During last year’s Super Bowl, Droga5 and Chobani told us that “how matters.”

How much does how matter? According to inspirational author/business consultant Dov Seidman, it matters quite a lot. Seidman, whose best-selling book bore the title How: Why How We Do Anything Means Everything, filed suit against both agency and client yesterday for “trademark and service mark infringement and unfair competition.”

He seems to think they intentionally ripped him off, and he bases his claim on this tweet, posted just before the campaign went live:
@DovSeidman Thanks for inspiring the world to care about “how.” Can you help inspire the food industry, too? http://t.co/erVULG89Hp

— Chobani (@Chobani) January 29, 2014
You may notice that Seidman’s company LRN retweeted the message before declaring it to be lawsuit-worthy. A little extra explanation after the jump.

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The strained relationship between Apple and TBWAChiatDay has reached a new stage.

Two months after unflattering email exchanges between Apple’s head of marketing and TBWA’s Media Arts Lab surfaced as part of the extended Apple vs. Samsung copyright battle, Bloomberg was the first outlet to report that the company will now be creating more (if not all) of its TV spots in-house.

An Apple spokesperson reminded Bloomberg that the internal team, which “includes at least two people Apple hired away from Media Arts Lab”, is responsible for recent spots like this one:

The shift has been in the works since early 2013, with Apple deciding to take control of more production duties and build up its own team rather than search for a new agency.

Other outside hires include at least two higher-ups from Wieden+Kennedy: Tyler Whisnand and Bill Davenport.

No one at MAL–which recently went through some staffing changes of its own–offered a comment to Bloomberg, so the current and future status of the partnership remains unclear. 72andSunny CEO John Boiler did weigh in, however, calling the company’s decision to hire from within MAL “…an indication of some seriously broken trust.”

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Jack Morton celebrates three-quarters of a century in business this week by reminding you why you have so much trouble being creative at work, all via some good old-fashioned market research.

Stick with us here. Researchers conducting the study in question, titled “CREATIVITY: How Business Gets to Eureka!“, surveyed 7,000 young professionals in various industries and locales from California to Saudi Arabia in order to bring you these conclusions:

• While only 73% of all participants consider themselves “creative”, a full 85% of Jack Morton employees think so. The number even goes up by 1% when polling within the U.S.

Now click through for the why…

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Full service digital advertising agency Sq1 has announced the hiring of Tucker Hassler as executive creative director for its Portland, Oregon office, where he will report to Sq1 partner, John Holmes.

Hassler arrives at Sq1 with over 20 years of experience at digital and traditional agencies, working with clients including Samsung Global, American Airlines, Bank of America, DISH Network and Norwegian Cruise Line. He will be responsible for the overall supervision and leadership of the creative product for the Portland office, as well as managing a growing list of high profile clients such as the Portland Trail Blazers, Hi-Tec Sports International, and InFocus.

“Getting a creative talent like Tucker on the team is a big win for us,” said Ernie Capobianco, Sq1 founder and CEO. “He’s already helped us grow some of our existing accounts, and we look forward to having his level of experience on our side as we go after bigger, national and international pieces of business. Tucker is an amazing leader in the prime of his career with amazing talent; his high energy and positive impact will be felt immediately.” continued…

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A new advertising blog called Posadtivity seeks to let users “celebrate great work, get inspired, and remember why we all got into this in the first place.”

Hoping to “provide an alternative to industry criticism blogs, where schadenfreude, snarkiness, and sometimes personal attacks too often become the norm” (we’re not sure where they could be referring to), Posadtivity “offers up a place for industry vets and novices alike to submit their favorite work to be posted on the site through Facebook and Tumblr.” Moderated by creative director Craig Miller, the blog invites users to submit work that they think is great, while asking people not to submit their own work in order to keep it from becoming a spot for shameless self-promotion. Commenting on the site is open, although Posadtivity asks that contributors keep it positive, as “…if you don’t have anything nice to say, well, there’s plenty of other spots for that.”

“It’s almost always good to stay positive in your work, but that can be hard working in an industry where 99.9% of what you do never sees the light of day,” said Miller. “I’m hoping to provide a place online where we can praise each other’s best work, and remember why we all love doing this so much.”

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USA Today named Movement Strategy its soial agency today. They will be responsible for the conceptualization and creation of social branding and channel content that emobdying USA Today’s “Smarter. Faster. More Colorful” brand position.

Jill Engle, vice president of marketing at USA Today said that the brand was “excited about the relationship and working with Movement Strategy to capture social moments for our readers.”

“We are honored that USA TODAY has decided to place its trust in us,”said Jason Mitchell, co-founder of Movement Strategy. “Being given the chance to go over and above this iconic brand’s expectations with our social campaigns and channel content is fantastically exciting.”

USA Today will join Movement Strategy’s growing list of clients, which includes A&E Networks, Nickelodeon, LAN – TAM Airlines, and numerous NBA and NFL teams.

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PVH Corp. has appointed global social media agency We Are Social to manage and consult on all social media activity for the apparel company’s Van Heusen and IZOD brands in North America. PVH Corp. also owns and operates the Calvin Klein and Tommy Hilfiger brands worldwide, which are not undergoing any agency change.

“Both the Van Heusen and IZOD brands have long histories and remain in demand because we continue to promote them in ways that are current and relevant to consumers,” said Anthony Trama, senior vice president of creative services, PVH Heritage Brands. “Social media increasingly plays an important role in each brand’s ability to drive incremental growth, and we look forward to partnering with We Are Social to help take our brands to the next level.”

“The Van Heusen and IZOD brands have great stories to tell, based on the combination of authentic American heritage and contemporary appeal,” added Leila Thabet, managing director, We Are Social US.  “We’ll work in partnership with the brand team to bring each brand’s story to life within social media.  This begins by developing an understanding of their respective audiences, including online behavior habits, which will then allow us to create engagement strategies driven by these insights.”

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R/GA has officially announced the arrival of Matt Tepper as vice president, managing director CRM. In the newly created role, Tepper, who brings to the table over 13 years of experience, will “partner with the agency’s teams to help clients strengthen customer relationships and amplify marketing initiatives through CRM and CRM-enhanced paid media.” He will report to Seth Solomons, vice president, chief global client services officer, managing director New York.

Tepper arrives at R/GA from General Assembly, where he served as vice president, head of global marketing. In the role, he led the company’s global and digital marketing efforts, including paid advertising, public relations, partnerships, and marketing technology. Prior to General Assemly, Tepper served as vice president of audience insights and the head of social labs at Big Fuel/Mediavest, where he was responsible for leading multiple product development initiatives, such as a global analytics architecture spanning 47 countries and a social segmentation tool built on an innovative targeting approach. He has also implemented social media programs for clients including Walmart and Samsung, and his programs resulted in sales increases and doubled social engagement. continued…

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Freelance network Working Not Working has unveiled a list of the top 46 companies its freelancers “would kill to work” for full-time, and the list includes several advertising agencies. Among the agencies Working Not Working freelancers would most like to work for are: 360i, 72andSunny, Barton F. Graf 9000, BBDO, BBH, Droga 5, Goodby Silverstein & Partners, Mother, Periera & O’Dell, Venables Bell & Partners, and Wieden+Kennedy. The list also included a wealth of design and production companies, as well as Google, HBO, Cartoon Network, Tesla, and NASA (for some reason). Stick around for the full list after the jump. continued…

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Brooklyn-based market leader in hand paint mural and outdoor advertising, Colossal Media announced today the addition of  two senior executives to its management team: Jordan Garner as chief strategy officer and Patrick Keyes as executive vice president for business development. In a release, Colossal said that the hires reflect their “rapid growth and intent to aggressively expand into new markets.”

In his new role, Garner will lead corporate development initiatives such as process improvement, strategic planning, strategic alliances and inventory acquisition. He has previously held senior private equity roles at Sage Atlantic CoBe Capital, L.E.K. Keyes, meanwhile, will lead sales and marketing introducing Colossal Media to an expanded roster of marketers, as well as creative, media, and activation agencies. He was previously the senior leader responsible for North American business development at Ogilvy & Mather Worldwide. continued…

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