Hasta La Creative!

New video for Vision Express with a group of people with an eyeball as a head. Advertiser: Vision Express Agency: MCBD

LONDON – CHI & Partners has secured a position on the Nestlé roster by netting the advertising account for its Polo mints range.

LONDON – Project Canvas, the proposed on-demand web TV venture, is looking for an agency to handle its UK advertising account.

LONDON – Wieden & Kennedy creatives Fabian Berglund, Karen Jane and Ida Gronblom scooped the £25,000 top prize at this week’s Awards for National Newspaper Advertising.

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We used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick we directed the people’s attention to the IKEA products. Guerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybody’s everyday life. After the show we consequently distributed IKEA catalogues in front of the cinema.

Advertising Agency: DDB, Berlin, Germany
Creative Directors: Tim Stübane, Birgit van den VAlentyn
Art Directors: René Gebhardt, Björn Kernspeckt
ECD: Stefan Schulte
CCO: Amir Kassaei
Account Director: Stephen Kimpel
Account Manager: Petrick Baschinski
Graphic: Peter Schönherr, Anke Zink

From this month, with the help of Sanjeev Jassani, Vice President OgilvyOne New Delhi, and a very old and dear friend, we start a 15 episode series on DM case studies at OgilvyOne. This week we cover Pernod Ricard.

The Brief:
How do you celebrate and present the new face of an iconic spirit without denigrating the existing? More so when the spirit in question is Chivas Regal 12. The task gets even more challenging when the communication is aimed at the top rung of the core brand team that has lived through so many ‘changes’. So how do you shake them out of their ennui, raise excitement levels and ensure that this enthusiasm percolates right down to all those below them?

The Solution:
The old holds within it, the new face of exuberance. And this was demonstrated quite aptly by literally turning the carton inside out! As the old carton is folded back, the new one emerges from within, with the new bottle resting on a pedestal at its centre.
But the drama is not just reserved for the brand manager alone. It’s also to be shared with the team. And doing this to perfection are six identical miniatures of the ‘inside-out’ cartons, tucked into the base.
As each miniature is pulled out and reversed, from within emerges an exact new bottle replica holding an even bigger surprise. Hidden within each new Chivas 12 bottle replica are pen drives loaded with the new brand manual.

The Results:
Sometimes the impact of announcing change without the usual razzmatazz is more lasting. Not only were the core team taken aback by the multiple surprises the mailer held, but the levels of revelation intrigued them to go through every aspect in detail. And the piece de resistance – the miniature Chivas 12 bottle pen-drive, became as coveted as the new Chivas 12 bottle to be shared amongst all. What’s more, request for more miniature pen drives were placed to be gifted to the trade.

As AgileCat enters its 10th year, I can look back with few regrets. But if I had to pick one, it's that I didn't put enough effort into making the culture extraordinary. Since the beginning of 2010, my focus has been wholly on our culture, and I can feel the positive results already.

(TrendHunter.com) Americans look for convenience in their products like they do fireworks the night before July 4th. Something about having a product which requires as little parts, assembly and all-around effort, makes…

Escreve aí. O iPad, assim como outros e-readers, vai permitir novas formas de marketing para atingir consumidores cada vez mais envolvidos com uma publicidade mais interativa e menos interruptiva.

Os anunciantes estão mais otimistas em 2010. Uma das razões, segundo o IAB (Interactive Advertising Bureau), tem a ver com o surgimento constante de novos meios e plataformas oferecidas a eles. Um conforto para quem não pretende perder seus consumidores de vista.

Enquanto os veículos de mídia mais conservadores não abrem mão de um modelo de negócio já ultrapassado, outros, como é o caso do The New York Times, enxergam ricas oportunidades de estabelecer, com essas novas tecnologias, uma positiva relação [notícia x leitor].

O mais tradicional ‘jornalão’ dos Estados Unidos foi o 1º do mundo a anunciar uma parceria com a Apple, e criar um aplicativo customizado especialmente para o iPad. E fez o mesmo com o Kindle, o pioneiro neste ‘neo market’. Está claro que o NYT não perde tempo, aproveita novidades e experimenta inovações a fim de lutar contra a queda brutal de circulação do seu jornal impresso e o número de assinantes do mesmo.

Hoje, dia em que o mundo congestionou a internet para acompanhar o lançamento do novo device, a Apple não só escreveu um novo capítulo na história da tecnologia, como também reescreveu o capítulo de um marketing e de uma mídia onde, até então, era o conteúdo que reinava sobre qualquer outra coisa.

Assim como a revolução no mobile marketing, obtida graças aos branded apps de iPhone e iPod, a Apple continua construindo novos caminhos para as marcas. Talvez sejam os mais pertinentes desde o início do século XXI.

LONDON (AdAge.com) — Tesco, Britain's biggest supermarket chain and the fourth-largest retailer in the world, is adding movie production to its portfolio of ventures, which already includes banking, insurance and cellphones.