InklPay’s WordPress PlugIn Opens The Door To A New Day

Unlike larger and more mainstream online publications, AdPulp has the ability to reject online advertising in its current state. Like thousands of other independent publishers across the globe, we pay no rent for an office, no salaries, and no dividends. Having said that, removing advertising from this website is much more than a financial move. […]

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What Are You Laughing At?

Paul Burke, a freelance copywriter and novelist, thinks advertising is no longer funny. He knows what of he speaks, and he knows why. “A client erring on the side of caution is like a pope erring on the side of Catholicism,” he argues in Campaign. In other words, you need to take substantial risks to […]

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Strong Brew Needed In the Time of Trump

We live in a nation divided. Today, no company is safe from a presidential reprimand or widespread outrage and backlash, including damaging boycotts (well deserved, or not). In my estimation, brands must stand for something now more than ever. What’s always been true about differentiating on product attributes is now also true about the community […]

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Don’s Next Tweet Bomb May Land In Your Lap

President Trump has the power to rock markets and drive a company’s stock price up or down. He may not intend to upset a company’s apple cart, but the outcome of his erratic actions is the same. When the man drops a Tweet Bomb from his Samsung, things are bound to explode. Melanie McShane, head […]

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8 Tips for Overcoming Bad Publicity in The Social Age

Editor’s Introduction: This is the first article from new AdPulp contributor, Anna Johansson. Anna studied journalism at University of Washington, and is now a columnist at DigitalJournal.com and Business2Community.com. The power of the internet is a double-edged sword and it’s important for business owners and brand managers to understand how to overcome bad publicity in […]

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Russia Is A Lot Of Things, A Good Client And Business Partner Among Them

Russian oligarchs have much invested in Europe and in the U.S. The inverse is also true. We have much invested in Russia. Russia is big business.

According to The Hill, public relations giant Ketchum has earned more than $26 million representing Russia, and is keeping the country as a client despite the widely denounced incursion into Crimea by the Russian military.

“Our work continues to focus on supporting economic development and investment in the country and facilitating the relationship between representatives of the Russian Federation and the Western media. We are not advising the Russian Federation on foreign policy, including the current situation in Ukraine,” said a Ketchum spokeswoman.

Ketchum also represents Gazprom, the Russian state-owned oil and gas company. With headquarters in Moscow, Gazprom is the largest extractor of natural gas and one of the largest companies in the world.

Another big American companies with a lot on the line in Russia right now is Boeing.

According to the Philadelphia Business Journal, aerospace products are America’s No. 1 export to Russia, and Boeing currently has an 100-aircraft backlog of orders from Russian airlines.

Boeing also has an engineering center in Moscow, and a joint titanium manufacturing operation with a Russian company.

None of these deep connections are surprising in any way. We live in a global economy and many Americans—myself included—have Russian heritage. Some of us grew up reading Russian novels and seeing Russian plays in the theater. Others idolize the Russian hockey players on today’s NHL teams. My point is this current crisis is a family conflict. And Putin is the rogue relative.

For more on that, see this segment from Rachel Maddow:

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Pop up restaurant with surprising ingredients / Surprise sur reprise!

Cliquer ici pour voir la vidéo.

Cliquer ici pour voir la vidéo.

THE ORIGINAL?
Mc Donald’s « The Gourmet Experiment » – 2012
Source : AdForum, Epica Awards SILVER
Agency : Heye Gmbh (Germany)
LESS ORIGINAL
Lidl / Fake Restaurant Dill – 2013
Source : Eurobest PR GOLD, @Suchablog
Agency : Ingo (Sweden)

#AskJPM Backfires, House of Morgan Cancels Tweet Chat

JPMorgan Chase & Co intended to use Twitter today for thought leadership purposes.

Using the hashtag #AskJPM, interested parties were invited to send questions in advance of the session set for Thursday at 1 p.m. in New York.

The bank was going to make one of its star bankers available for a live Q&A, but when negative Tweets starting rolling in like waves, the marketing team at the bank shut the event down.

This episode nicely illustrates the difference between what the people who work for the bank or its agencies think and feel about the brand, compared to what people on the street think and feel.

Given that a flare up like this is a rich educational experience for the brand, I would advise The House of Morgan to keep their scheduled Twitter chat and to carry on. It’s the difficult path for sure, but choosing to not engage sends the wrong message, making a bad situation worse.

In the face of a Tweet storm, you can run and hide or you can show some resolve, patience and balance.

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Hotel In Australia Gives New Meaning To “Snap Happy”

Influencer marketing. Follower counts. Sponsored content.

These are just a few of the phrases we can use to describe a promotional offer from 1888, a boutique hotel in Sydney. Instagram users with more than 10,000 followers can stay one night for free.

8hotels on Instagram

Someone with 10K followers on Instagram has a ton of social influence. If they choose to stay at your hotel and say nice things about it (in words and pictures), the hotel just made a highly efficient and targeted ad buy for a one night comp. It’s a smooth move on the hotel’s part.

However, there are a few things I do not like about this offer. One is how exclusive it is. There are not that many people with five-digit follower counts on Instagram. Also, I don’t like follower counts as a metric. Follower counts can be gamed.

If I was advising the client here, I’d suggest a more inclusive approach that uncovers the best storytellers and then surprises them with an offer of a free night.

Hat tip: Adland

In related news: Levi’s is currently using Instagram as a centerpiece in its experiential marketing campaign, Station to Station, which is a “nomadic happening” by train that connects artists, musicians, and creative pioneers making their mark from New York to California.

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Ad Agency Takes Strong Pro-Detroit Stance. Go Tigers.

There’s some shoddy reporting in The New York Times today about how Boulder, CO is the new Madison Avenue. Puh leeze.

You want a job in advertising?

Day Twah, baby.

That’s the recruitment message now being beamed out by Lowe Campbell Ewald.

Iain Lanivich, Creative Director at the shop, pitches Detroit hard in the above video, noting that all business should move to Detroit – a city rich in creativity, innovation and inspiration.

I reckon the place is only bankrupt on paper. I also reckon that this is some decent PR. Regardless, I like an agency that tales a stand, and standing for Detroit’s recovery is certainly the kind of stand that brave companies make.

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Shipping Titan Finds Its Brand Voice And Its Footing In Social Media

What does a Danish shipping magnate want with transparency and social media storytelling? Nothing, according to its management team in Copenhagen. That is, until the team was turned around by Anna Granholm-Brun, corporate brand manager at Maersk Group.

According to MIT Sloan Management Review, California-native Granholm-Brun has been with Maersk for four and a half years, helping the company embrace a new social savvy. She developed the company’s first social media strategy with C-suite support and has grown Maersk’s social community. The company has over 1.45 million likes for the Maersk Facebook page alone and often gets over 100,000 views of its corporate videos at the Maersk YouTube channel.

Granholm-Brun said social media marketing was at first a tough sell internally. “Executives don’t have a lot of time, so it was a matter of making sure that results and findings within social media are spoken to them in a language that they pick up on — that is, we need to point out the business case.”

Ah, the business case. Here’s Maersk’s “business case” for building the world’s largest and most efficient ship.

The business case also comes down to people, and Maersk has 152,000 employees (and potential brand ambassadors) around the globe to call on.

Granholm-Brun says, “What we end up doing is telling the story of what Maersk does and how we do it and the values that we live by through the very trustworthy and honest voices of the people who work for us.”

It is safe to say, “brand voice” is no longer something best whipped up in an ad agency brainstorm. Rather, a real living brand voice — one with resonance and power — is an amalgamation of the human voices who work at the company. That’s the well, and a smart agency or internal marketing team will dip its pail there.

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When Will PR Grow Up And Be All It Can Be?

I see a lot of PR pitches, just like I see a lot of advertising. I don’t mind the over-exposure, because it is my job and my passion. However, I do mind especially crass and often repeated attempts to reach me, and the general lowering of standards industry-wide.

According to Ragan’s PR Daily, the ratio of PR people to “pitchable” journalists is estimated at 4 to 1.

Embargo_PR_joke

This certainly explains my inbox. Here’s one that just came in — read it with me, will you?

Since you blog about the marketing and advertising industry, this new technology development — announced today — should be of interest because of the effect it will have on the marketing discipline..

“There are a lot of garbage, irrelevant pitches out there,” says Gail Sideman, owner and publicist, Publiside Personal Publicity. “Some PR people are so pressured by their clients or bosses to pitch stories with no real news value that they devalue themselves and leave reporters with a bad taste should they ever pitch another story.”

Yet, the practice has its place and its defenders. Christopher S. Penn of Shift argues the central reason why public relations and marketing communications as a field “will never go away” is because every business needs three fundamental communications drivers: Awareness, Engagement and Trust. To deliver on these key promises, Sarah Skerik of PR Newswire suggests that PR pros, “Keep surfacing those crucial nuggets that describe why the story matters, and lead your audience through the message, laying a trail with these compelling ideas.”

Good advise, but I have even better advise for PR pros. Develop relationships with the reporters and bloggers you’re pitching by taking the time to read their work, know their interests and specialties and generally have a clue about what’s going on in their world. I can count the PR pros on one hand who bother to do this for me.

We pay lip service to “scaling one-to-one” in a world where authenticity and personalization matter. The problem with scaling one-to-one is it takes a ton of work. A busy PR person needs to send their pitch to 100 people right now! Yet sending it to 10 might be fine, if each email is personally crafted. Bottom line, when you make the reporter feel important or good about themselves, you boost your chances of being heard immeasurably.

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Cannes Lions 2013: GP de PR para “Dumb Ways To Die”

Depois do Grand Prix em Direct, “Dumb Ways To Die”, da McCann Melbourne para a Metro Australia, levou também GP de PR. E os prêmios devem continuar chegando para um dos virais publicitários mais compartilhados de todos os tempos.

O júri defendeu a escolha – praticamente óbvia de todos os membros – dizendo que numa época em que releases não funcionam mais, é com conteúdo assim que se faz relações públicas. Mensagem não só bem feita, com uma execução social exemplar.

Assista o case que foi inscrito em Cannes:

Os Leões brasileiros em PR foram:

OURO
Sport Clube Recife: Immortal Fans (Ogilvy)
Dove: Real Beauty Sketches (Ogilvy)

PRATA
Anistia Internacional: Tweet Censurado (DM9Rio)
Hemoba: Vitória F.C (Leo Burnett Tailor Made)
WWF: Campo Desmatado (Grey 141)

Brainstorm9Post originalmente publicado no Brainstorm #9
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Google’s PRISM-Driven Doublespeak Needlessly Misleading

Some things are still scared, but your privacy on corporate-owned communications networks is not, and never has been.

PRISM slide crop

This fact of digital life has been evident for years, but the recent revelation that the National Security Agency is working closely with leading tech companies, makes it crystal clear–anything you write, say, record, transfer etc. is subject to inspection by a federal employee tasked with keeping America secure from terror attacks.

Tech companies could stand tall and say yes, we help keep America safe from terror. But they’ve chosen to deny their involvement instead.

This is what The Google has to say for itself:

We have not joined any program that would give the U.S. government—or any other government—direct access to our servers. Indeed, the U.S. government does not have direct access or a “back door” to the information stored in our data centers. We had not heard of a program called PRISM until yesterday.

Thankfully, Foreign Policy breaks down the geek’s coded language for us.

According to Chris Soghoian, a tech expert and privacy researcher at the American Civil Liberties Union, the phrase “direct access” connotes a very specific form of access in the IT-world: unrestricted, unfettered access to information stored on Google servers. In order to run a system such as PRISM, Soghoian explains, such access would not be required, and Google’s denial that it provided “direct access” does not necessarily imply that the company is denying having participated in the program.

A similar logic applies to Google’s denial that it set up a “back door.” According to Soghoian, the phrase “back door” is a term of art that describes a way to access a system that is neither known by the system’s owner nor documented. By denying that it set up a back door, Google is not denying that it worked with the NSA to set up a system through which the agency could access the company’s data.

Yes, the company that vows to “do no evil,” not only engages in domestic spying on its users, it uses doublespeak to cloak its activities and protect its brand value.

As users or consumers of these networks, we have few places to turn. The connected networks we know as the Internet is a classic monopoly, conceived by the military and managed by their corporate contractors. Yet, we think of it as the peoples’ media. Why? Are too bedazzled by the promise of riches to pay attention to the facts? Or just lost in another cute cat video?

For me personally, I return time and again to the importance of media literacy. If we are not able or willing to turn away from the machine, we need to know how to live with it and work with it. And this means knowing what it is, how it works, who owns which piece and so on. Media literacy is also of the essence when flithy-rich corporate entities, and the government, use language to intentionally mislead people.

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Offshore Tax Shelters A Problem For Apple, But Not The Only One

Congress has been getting up in Apple’s face about its offshore tax havens, but is it a problem for the brand?

I think it is, because a brand is the sum of a company’s parts. A brand is what a company believes and what a company does; therefore, Apple’s brand is tarnished via its tax avoidance problem, whether the moves are technically legal or not.

tim-cook-congress-testify-apple

According to CNET, “Congressional investigators released a report last week documenting how Apple had reduced its tax bill by tens of billions of dollars through the use of a legal, albeit complicated, network of offshore subsidiaries. The report said that between 2009 and 2012, Apple had at least $74 billion in offshore cash that went untaxed.”

Tim Cook replied, “We don’t depend on tax gimmicks. We don’t move intellectual property offshore and use it to sell our products back to the United States to avoid taxes… We don’t stash money on some Caribbean island.”

True. Ireland is nowhere near Cuba or Jamaica.

Richard Harvey, a Villanova University law professor, told the hearing that his analysis showed Apple shifted 64 per cent of its 2011 income into Ireland into a “shell corporation” which had “no employees, no real activity, basically an entity on paper.”

As far as I am concerned, Apple has more than tax issues on its hands. “Designed in California” isn’t all that Apple can be. “Designed and manufactured in California” is more like it, especially given that Apple has already established a premium price point.

Apple was created to change the world, and their products have a role in this. But Apple can actually change the world by rejecting offshore assembly of its products. As Samsung and others come on strong, I don’t think Apple’s prices, nor their market share, will hold for much longer. Manufacturing in American changes that for good.

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The Only Thing “TRUE” Here Is A Bad Ad From A PR Firm

It’s no secret that PR firms are looking to branch out into other realms like advertising and content creation. Nothing wrong with that at all, if they bring in the right talent who can help them compete in those areas.

But this ad from PR firm FleishmanHillard is a deceptive one. It’s on the back of this week’s Ad Age, turned upside down to make you think there are articles on the inside. Lots of magazines do that when they want to divide up the content.

fh

Only there are no articles inside. The ad is simply a device to make me go to their online content TRUE section.

Come on, Fleishman. You’ve got the attention of every Ad Age reader here. And the content actually sounds interesting, but I’m put off by this redirection ploy. You can do better than an ad disguised as a fake magazine cover. Something that rings more, um, true would be nice.

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Wal-Mart In A Battle To Redefine Its Brand

Wal-Mart want to clear some things up. Hence, the launch of a new PR-driven site, TheRealWalmart.com and new TV spots that began airing on Saturday during the Kentucky Derby.

According to The Wall Street Journal, the campaign is the company’s first purely image-based ad push in several years.

WSJ also reports that Wal-Mart’s “energized differentiation,” an advertising term for the direction a brand is going based on consumer interest, loyalty and momentum, dropped 50% between 2011 and 2012 among college-educated adults.

That’s what allegations of bribery, poor global sourcing practices and low wages brings.

Barbara Andridge, 38, who has been working at a Placerville, Calif., Wal-Mart for nearly eight years and makes $12.15 an hour. She said she had to drop its health plan this year because she couldn’t afford the $18 weekly cost.

“I don’t want to see ads,” she said. “I want to see Wal-Mart provide decent wages, affordable health care and enough hours to feed my children.”

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Tweeted Ad From Nike Golf Sails Out of Bounds

Nike Golf Tweeted a simple aphorism and a storm erupted. People are so sensitive!

The talking heads on CNN are discussing the wisdom, or lack thereof, of Nike’s ways. So are the instapundits on blogs, Twitter and Facebook. Some are saying a “winning solves all” mentality happens to be true, especially in the world of sports. Others find the message in very poor taste, given that Woods is a tremendous athlete but one with a giant ego, backed by anger and commitment issues and so on.

Nike is no stranger to controversy, and I wonder in this case if anyone even flagged this Tweeted ad as potentially damaging to the Nike brand. When you work on an adult or “sin” brand, everything goes through a lawyer and PR pro before it goes to the client for approval. However, that process won’t work in real time.

Real time client-agency teams have recently assembled for the Super Bowl and The Oscars, but what does the day-to-day operaton look like? The reality on the ground is brands with an active social presence are shaping content for the social stream as fast as they possibly can every single day. Community management is a 24/7 job and I know of very few organizations that have properly invested in the infrastructure to meet these ever-pulsing, global needs.

Is your agency or client team fully loaded with content creators and social mendia managers who create interest and drive purchase intent? The two go together like art directors and copywriters of old. If you have it all figured out, please let AdPulp know and we will celebrate you.

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Movie screened in a swimming pool / Niveau originalité, ça tombe à l’eau

THE ORIGINAL?
Titanic Screening – Sky HD – 2009
Source : DailyMail
Agency : Unknown (United Kingdom)
LESS ORIGINAL
20th Century Fox « Life of Py » special screening – 2012
Source : Doc News
Agency : Ubi Bene (France)

Cannes Lions 2012: GP de PR para Banco Popular “The Most Popular Song”


A JWT levou o Grand Prix na categoria PR ao propor uma nova versão para uma das músicas mais populares em Porto Rico.

Patrocinados pelo Banco Popular, o grupo El Gran Combo reescreveu a salsa “No Hago Más Ná” (Eu não faço nada) com uma letra mais positiva, chamamdo agora de “Echar Pa’lante” (Indo adiante).

A versão tomou a mídia porto-riquenha em agosto do ano passado, promovendo a campanha por um país trabalhador, e com a canção no topo das paradas.

É fácil imaginar o impacto dessa ação. É como se “Ai Se Eu Te Pego” virasse algo como “Ai Se Eu Fosse Inteligente”, ou “Eu Quero Tchu, Eu Quero Tcha” fosse “Eu Quero Trabalhar, Eu Quero Estudar”.

Voltando aos Leões, o Brasil não levou nada em PR.

Brainstorm9Post originalmente publicado no Brainstorm #9
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