Facebook Execs on Why It's Running Its Own Ads on Facebook
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If you’re an American using the most popular of social networks, chances are good you’ve seen an ad for Facebook on Facebook recently.
That’s the result of an ongoing and open-ended campaign dubbed “Where will your friends take you?” that kicked off in the U.S. in January. (It began running in the U.K., Canada, Australia and New Zealand a month earlier.) With the exception of a TV spot that aired on Mothers Day, the broadly-targeted campaign is limited to Facebook as a medium. Comprised of videos and static photo posts that are “sponsored” in users’ news feeds, the ads are various takes on the theme of friendship.
The work comes from Facebook’s internal creative team, The Factory — which is now up to 40 people — and agency-of-record Wieden & Kennedy. Leading the effort is Facebook’s head of brand marketing Rebecca Van Dyck and executive creative director Scott Trattner, who joined the company from TBWA/Media Arts Lab six months ago. The two are close collaborators who previously worked together on Apple, when Ms. Van Dyck was there.
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