Hasta La Creative!

Advertising Agency: Talent Propaganda, Sao Paulo, Brazil
Chief Creative Officer: Joao Livi
Creative Director: Alexandre Nego Lee, Rodrigo Bombana
Art Director: Bruno Trad
Copywriter: Ligia Mendes
Account Manager: Marcel Bonzo, Eliana Ricci
Media Planner: Mauricio Almeida, Paulo Stephan
Production Company: Fuba Filmes
Editor: Tulio Galvao
Sound Company: Sound Design
Sound Producer: Tony Berchmans, Sergio Villaça

Insights, Strategy and the Idea:
Euglena is a new brand of nutritious food and drink. Though their products are superior to competitors, their sales didn’t rise because consumers weren’t aware of their name. So, we and Euglena decided to buy the naming rights, not of a building, but the naming rights of ‘an
individual,’ known as a popular basketball commentator on radio.

Creative Execution:
Euglena bought the naming rights of Mr.Jose, who is a popular basketball commentator on radio, and changed his name to ‘Mr. Euglena.’ And then, he commented on live radio program of a basketball game, which Euglena sponsored. Between the quarters of the game, Mr.Euglena also appeared on several radio commercials of Euglena’s products.

Results and Effectiveness:
As a result, ‘Euglena’ dominated the whole game. During the 120 minute-radio program, ‘Euglena’ was called 54 times. Also they talked about Euglena for approximately 11 minutes in total. This helped pushing up the sales of Euglena products by more than 50% from the previous year.

Advertising Agency: Dentsu, Tokyo, Japan
Creative Director: Yoji Sakamoto
Copywriter: Hirofumi Hayashi
Advertiser’s Supervisor: Akihiko Nagata
Account Manager: Satoshi Takasugi
Art Director: Yoshikatsu Miyasaka, Taiki Kawase
Strategist: Norihito Sako, Kazuki Tsuburaku
Director: Yuichiro Nakamura (Rok)
Production Company: Rok

Advertising Agency: Sancho BBDO, Bogotá, Colombia
Chief Creative Officer: Hugo Corredor – Giovanni Martinez
Executive Creative Director: Juan Gomez, Andrés Marantá
Creative Director: Pablo Naval, Andrés Montes
Copywriter: Pablo Naval, Andrés Montes
Producer: Sandra Martinez
Account: Monica Nieto, Felipe Jaramillo
Production House Company: Lakyoto

Opponents of an overhaul plan are trying to harness the airwaves the way they did in 2007, when talk radio hosts helped whip up outrage that doomed a similar bill.

Lifestyles for the Disabled, a daytime occupational program for developmentally delayed adults, runs several radio talk shows that help its members increase self-esteem.

Teams increasingly want their radio analysts fluent in the language of WAR — that’s wins above replacement — and other advanced statistics, known as sabermetrics.

NPR will end the call-in show “Talk of the Nation” this summer and urge radio stations to replace it with the Boston-based program “Here and Now,” which has a magazine style.

With Generation Listen, NPR, like other old-media companies, is working to build connections to a younger audience.

Joseph J. Kennedy, the company’s chief since 2004, suggested he needed a rest after 10 years on the job, though he said he would stay till a successor was found.

The entertainment trade publication said it would become a weekly magazine starting March 26. Its publisher also announced a trio of new editors, all with the title editor in chief.