BBH New York's chief creative officer, John Patroulis, has led the shop in a wide variety of work since he landed the post in May 2011. Under his leadership, the office has come out with tug-on-the-heartstrings-type work for Google, out-of-the-box outdoor for the Guardian's U.S. launch, and highly entertaining spots for Axe.
But as is the case with the previous creative chiefs we've featured in our ongoing series, it's the things you don't know about Mr. Patroulis that might be more interesting. Below, we outline a few.
The use of helmets among skaters is very rare: about 1 in ten lovers of the sport use the safety equipment. That’s because, for them, there’s nothing better than feeling the adrenaline, the freedom and the wind in their hair. With that in mind, Tribo Skate magazine created a fun campaign to get the attention of those who trade safety for style and to encourage the use of helmets, it launched the Brave Peruke. In the action, which was backed by DDB Brasil, the skaters wore special helmets with hair and different hair dos. The action is present in the biggest parks of São Paulo and surrounding cities for the skaters to use. The best pictures will be featured in the magazine. The tagline seals the idea: Real freedom is to ride with safety.
Advertising Agency: DDB, Brazil
Creative Director: Marco Versolato, Gustavo Victorino e André Faria
Art Direction: Mozar Gudin, Pablo Blass
Copywriter: Tomas Correa, Leandro Custo
Account Services: Tania Pena, Caroline Pintarelli, Paula Calabró
Project Director: Denis Gustavo Alves
Photographer: Sérgio Prado, Kauê Uema
Art Buyer: Clariana Costa, Daniela Strang
Graphic Production: Clariana Costa/ Anelito Nobrega
Printing: Fusão, Sandice, Mascarenhas & Mello
Advertiser: Cesar Gyrão e Junior Lemos
The Guardian on Friday announced plans to unite its digital properties under one Web domain: theguardian.com.
It's a bigger undertaking for the London-based news organization than one might think. The process involves moving around millions of URLs created over 15 years, wrote The Guardian's chief digital officer Tanya Cordrey in a blog post announcing the news.
"This may be a small URL change but it marks a big step for the Guardian and reflects our evolution from a much-respected national print newspaper based only in the UK—reaching hundreds of thousands people once a day—to a leading global news and media brand, with offices around the world, and an ever-growing worldwide audience accessing Guardian journalism every minute of every day," she wrote.
In fact, only one-third of The Guardian's Web traffic comes from the UK. One-third comes from the U.S., and the rest is spread across the globe. The company expects the domain move to be completed sometime in the fall.
American readers can currently find The Guardian's U.S. homepage at guardiannews.com, which is produced by a team headquartered in New York. But article pages still appear on a guardian.co.uk address, which has apparently led to some confusion among users. The Guardian is also launching an Australian site soon. Once the new domain is in place, those distinct sites will be under one Web umbrella.
The news organization acquired its new URL from the insurance company Guardian Life in recent months and has not disclosed the price of the acquisition.
Guardian US CEO Michael Bloom explained that the domain shift will help advertisers better understand the company's brand.
"It just helps clarify the message. It certainly helps provide a much more succinct message to Madison Avenue and the advertising market," he told Adweek.
Speaking of advertising plans, The Guardian plans to launch a global effort this summer called Guardian Labs, which will include native advertising opportunities for brands. The Guardian hired Jason Kleinman in March to head up the Labs efforts in the U.S. Previously, Kleinman worked at The New York Times' Idea Lab. Sponsor efforts are already underway at The Guardian U.S., with an HSBC partnership on the site's money vertical.
Advertising Agency: Salles Chemistri, Sao Paulo, Brazil
Creative Directors: Hugo Rodrigues, Alessandro Cassulino
Creative: Alessandro Cassulino, Alexandre Abrantes, Rodrigo Panucci, Sérgio Matsunaga
Account: Marcos Vinício Pizzetti, Paula Schubach, Elis Adami, Anabelly Cardoso
Directors: Alex Miranda, Daniel Baccaro
As an old media format, radio struggled to maintain revenue levels in the first quarter of 2013. But, a bright spot for the industry is digital. Advertisers are excited about the prospect of reaching consumers through digital radio, especially when stations make it easier to increase marketer influence by connecting on social media.
Car advertising account reviews are the stuff of legend — and legendary books.
So maybe I shouldn’t be surprised to read Adweek’s look at Cadillac’s current review. It doesn’t really instill any confidence that a coherent decision will be made.
I could quote at length all the red flags I see in this interview, but you really have to read it for for yourself. A few highlights:
Multiple traditional agencies in a holding company being asked to pitch the account together. And in the case of holding company Publicis, their agency Fallon (the incumbent and recent winner of an Effie for its Cadillac work) being asked to defend the account against other Publicis agencies. Strategy and creative from different pitches with the potential to be mixed and matched, and the client insisting that nothing presented has yet to pass muster, because it’s all “iterative.”
There’s a lot of money, pride, prestige, egos, and jobs at stake. Frankly, I feel for anyone laboring in the lower ranks of agencies involved in this pitch. It may simply come down to the all-important “chemistry check.” And if you want a chemistry check, consider this: The decision-making client interviewed by Adweek has a Twitter account with only 15 tweets — 13 of them aimed at companies whom he feels have given him poor customer service. According to his official bio, he began his career at GM 22 years ago as a “financial analyst.” Which we all know is an ideal qualification to lead a multi-million dollar advertising account review.
The post Is Cadillac Conducting The Edsel Of Agency Reviews? appeared first on AdPulp.
How are your clients using the social networks? Many SMBs are using Facebook and Twitter as another advertising channel. Here's how you can help your advertisers use social media the right way.
Who Anna Kendrick
Accomplishments Starring in Rapture-Palooza (in theaters June 7) and Drinking Buddies (Aug. 23); played a cappella prodigy Beca Mitchell in last year’s Pitch Perfect
Base Los Angeles
What’s the first information you consume in the morning?
I still haven’t bought a clock radio, so I look at my phone to check the time. And then I’ll see that I’ve got texts and emails. So then I’m just up because I’m afraid that somebody’s died in the middle of the night.
How do you get your news?
I’m addicted to Reddit. I spend a lot of time there, probably more than I should, but it’s definitely one of the first things that I check in the morning. That’s how I found out about the theater shooting in Aurora because someone who worked there had posted about it. It’s amazing—that site gets information faster than anybody.
Are you a fan of any particular subreddits?
Sometimes I’ll go to the “Get Motivated” subreddit just to get me off Reddit … There was one this morning that literally said, “Whatever you’re supposed to be doing right now, go fucking do it,” and I was like, “Aye aye, Reddit!”
What occupies you in the car?
I like to listen to This American Life in the car. There is something really soothing about it. They present stories in a way that’s not overwhelming, even if it’s really intense.
How do you listen to music?
I just got into Spotify. It’s a game-changer. Weirdly, I’m in this rut where I haven’t been listening to a lot of new music, so I’m actively looking for recommendations. I’ve been listening to comedy albums, like Paul Tompkins and Maria Bamford and Eugene Mirman, which is actually really fun when you’re getting ready in the morning. It totally gets me pumped for the day.
Are you a TV junkie?
Not really. I didn’t own a TV for years, so I almost forget that it’s available sometimes. But there are certain shows that I’ll obsess over. I finally just watched all of Girls straight through. And I’m a big Game of Thrones fan.
How do you wind down at bedtime?
I’ve been reading this book, Sex at Dawn, which is fascinating but dense. It’s about sexual anthropology, and it was recommended by Dan Savage, who I adore.
Give us the skinny on your favorite app.
You know what somebody just got me into? Snapchat! It’s totally for teenagers to send each other dirty pictures, but I use it to send my friends ugly faces throughout the day. I spend so much time trying to look nice and smile and never take an unflattering photo that there’s something deeply satisfying about making the ugliest face I can make, and knowing that somebody is going to see it for five seconds.
What’s your biggest digital indulgence?
I got my house done so that I can control everything from my phone, which is kind of dorky but really fun. And probably a lot more money than I should have spent for stuff that I could do with wall switches.
With such a bloated media universe, how do you cut out the fat?
I’ll let you know when I figure it out.
Dwell Media, the San Francisco based publisher of modern design bible Dwell, has hired Brandon Huff as its new evp of digital media to lead a new e-commerce push. Huff, who most recently was Yahoo's vp of commerce, will be in charge of overseeing all aspects of Dwell's digital agenda, from content distribution to design to the holy grail of magazine media—e-commerce.
Until now, Dwell has taken the well-traveled route of working with third-party retail platforms like Gilt and OpenSky, and currently, AHAlife to create commerce experiences. Dwell’s new commerce effort, launching in early 2014, will be fully integrated into the magazine’s site (even if that means Dwell will be holding some of its own inventory—a rare move for a media company). “If there’s something we’ve decided to make available, consumers will be able to transact right on the site,” Huff said.
“I was very direct with Michela [O'Connor Abrams, Dwell’s president and publisher] and [Dwell founder Laura Deam] that the idea to come in and bolt on a shopping-like experience wasn’t something I was remotely interested in,” Huff said. “When people come to Dwell, they’re engaged and inspired…Why have them click out to another site?”
In addition to the e-commerce push, Huff also wants to enable Dwell readers to connect to local suppliers and designers through the magazine’s site. Eventually, he’s also hoping to launch a new native mobile app to replace Dwell’s current replica tablet edition.
Day before Yesterday
What to expect from A.G. Lafley as he retakes the reins of the world's largest advertiser?
A year ago, on the day of his induction into the American Advertising Federation's Hall of Fame, Mr. Lafley was interviewed by Ad Age Editor-in-Chief Rance Crain. He shared his insights on how the company sought to slow things down, focus on the fundamentals and simplify itself. Under Mr. Lafley, P&G's sales and more than doubled its billion-dollar brands to 23 from 10.
Advertising Age Player
The video of a couple arguing on the balcony of an apartment and the wife’s lover escaping from a window in downtown São Paulo, Brazil, had over 3 million views in the last week. What no one knew is that the drama was played out as part of a campaign introduce “Paixões Perigosas” (Dangerous Passions), a new television drama series from the Investigação Discovery channel. The video was replicated more than 20 thousand times around the web and was shown on TV several times. Read on to see the reveal video.
The Dangerous Passions Prédio (Building) video was developed at Salles Chemistri, Sao Paulo, by creative directors Hugo Rodrigues and Alessandro Cassulino, creative team Alessandro Cassulino, Alexandre Abrantes, Rodrigo Panucci and Sérgio Matsunaga, account team Marcos Vinício Pizzetti, Paula Schubach, Elis Adami and Anabelly Cardoso, media team Silvia Tajiki and Marilia Rosati, RTVC team Tato Bono and Mayane Milinavicius, working with Investigação Discovery marketing and communications director Astrid Vasconcellos.
Filming was shot by directors Alex Miranda and Daniel Baccaro via Trator Filmes with director of photography Ricardo “Toddy” Miranda, executive producers Gabriela Lemos and Igor Ferreira, editor Renan Adukas, artist Danilo Koshimizu
Sound was produced at Jamute.
Bob McDonald has stepped down as chairman-CEO of Procter & Gamble Co. to be replaced by his predecessor, A.G. Lafley. Mr. McDonald, in less than four years on the job, saw the company lose ground to key rivals and weather heavy investor criticism.
Despite investor pressure, the timing of the move, which is effective June 30, came as a surprise. Mr. McDonald and Chief Financial Officer Jon Moeller had been pointing to momentum behind the company's nearly year-old turnaround plan, most recently at a Goldman Sachs investor conference last week. While down from recent highs, the company's stock was still up 26% on the year, just behind the S&P 500.
Mr. McDonald, 59, was scheduled to speak at a P&G alumni reunion in Geneva, Switzerland, on Saturday. In an odd parallel, Mr. Lafley made an appearance at a P&G alumni reunion days after he took charge of the company for the first time, in 2000.
The Federal Trade Commission may not be done with Google yet, opening a new investigation into whether the search giant abuses its market-leading position to curb competition in display advertising, according to a Bloomberg News report.
Google reported $2.26 billion in display ad revenue in the U.S. last year, a figure that is projected to hit $3.11 billion this year, according to eMarketer. Google's 15 percent share of the market bests Facebook (14.5 percent), Yahoo (9 percent), Microsoft (4.5 percent) and AOL (3.5 percent).
According to Bloomberg, the FTC is examining whether Google's DoubleClick ad network and its planning and buying tools force ad buyers to purchase ads in other Google services and avoid competing nets like Yahoo and Microsoft.
The probe would come five months after the FTC concluded a two-year investigation into whether Google unfairly manipulated its search results. To the disappointment of Google's rivals, it escaped virtually unscathed after the FTC wrapped its investigation by refusing to take any action to regulate Google's search algorithm. In a settlement with the FTC, Google did agree to stop certain practices related to search.
Neither FTC spokesman Peter Kaplan nor a Google rep had any comment on the report.
Not every music fan reads Billboard Magazine, but every music fan has music on their phone, so we created a magazine dispenser that gives away a free magazine if you prove you are a fan of the artist on the cover of Billboard Magazine. How? Using your phone. If you’re a fan of the artist on our cover, plug your iPhone into the Fan Check Machine and let it analyze your music library (NO APP NEEDED). If the machine finds more than 20 songs by the artist on the cover of Billboard, you get the magazine for free.
Advertising Agency: Ogilvy & Mather, Brazil
Creative Vice President: Anselmo Ramos
Executive Creative Director: Roberto Fernandez
Creative Director: Guiga Giacomo
Art Director: Guiga Giacomo
Advertising Agency: Sra. Rushmore, Madrid, Spain
Creative Directors: David Titos, Pablo G. Cattáneo
Photographer: Eduardo Díaz Bourgeot
We changed the price of supermarket shopping for calories and show how to burn them.
Advertising School: Miami Ad School, São Paulo, Brazil
Creative Director: Paulo André Bione
Art Director: Lucas Bressan
Copywriters: Giulio Beloto, João Guilherme Ferreira
Whether women opt to do their own nails or go the salon route, nail care has an option to appeal to every age. More than half of women, age 18+, have purchased nail products for at-home use or professional nail services in the past year, according to The NPD Group. And in the past year, women spent an average of $204 for salon services, which is almost six times more than what they spent on at-home products.
The post Women Continue to Prioritize Nail Care, Whether At-Home or Salon Visits appeared first on Marketing Forecast from Ad-ology.
Women Continue to Prioritize Nail Care, Whether At-Home or Salon Visits
Marketing Forecast from Ad-ology
Yahoo's acquisition of Tumblr has dominated the tech headlines this week, so it should come as no surprise that a panel of Web publishing luminaries discussing the future of media on Thursday weighed in on the portal's recent mega purchase.
Business Insider CEO and editor-in-chief Henry Blodget called the deal "a very smart thing for Yahoo to do," adding that it's an "aggressive move" that could work out for the company. Whether the $1.1 billion price tag is worth it depends on what Yahoo does with the company, he said.
For his part, BuzzFeed CEO and co-founder Jonah Peretti believes the Tumblr deal represents a shift in media: social is no longer a niche method of consuming content, its now the dominant way people discover information.
"You'd rather get something from your friend sharing it than you would get it from a headline or have it pushed to you through the industrial media apparatus of broadcast pipes and printing presses. You'd rather have something come to you through sharing. and Marissa (Mayer, Yahoo's CEO) understood that and that's part of why she spent so much on Tumblr.
And Mark Thompson, the CEO of The New York Times Company, argued the Yahoo-Tumblr deal is also a good thing for New York City—where Tumblr is based—and the potential for tech and content to come together in the city.
But it wasn't all a Tumblr lovefest. Eventually the panel—hosted by I Want Media and titled "Future of Media: 2013—turned to Web video, a burgeoning space in online media. 'Going forward, how important is online video?' moderator Patrick Phillips asked, turning to HuffPost Live president Roy Sekoff.
"How important is LeBron James to the Heat, that would be my position on it," Sekoff said. I think it's incredibly important. It's not the only thing, but it's something that people are very interested in."
Blodget praised HuffPost's innovation in video, but predicted the site's 12-hour broadcast model won't work. "I don't think that the world wants another cable channel," he said. What is working for HuffPost, he added, is the trove of clips that come out of that half-day broadcast. Sekoff countered that the clips are actually part of HuffPost's business model.
BuzzFeed hasn't even fully integrated video, but the site will still rack up more than 75 million video views this month, with 55 percent of that video traffic coming from mobile, Peretti said. Ze Frank heads up BuzzFeed's video efforts from Los Angeles. Peretti compared the rise of Web video to the rise of mobile traffic before it.
For a while, it seemed mobile traffic didn't match the hype around it. But eventually it caught up and became an important platform. Web video is following a similar path, Peretti argued, with more and higher-quality Web video being produced today.
Watch the full panel below:
Mondelez International has shifted its global Halls creative business to Wieden & Kennedy, abruptly ending its relationship with JWT.
“JWT will no longer be the global agency of record moving forward,” a Mondelez spokeswoman confirmed Thursday in an email. “We informed JWT that we were moving the European Halls business to W&K, effective immediately. When we did so, we also shared that our future plans were to also move the remainder of the Halls global business.”
The WPP agency was terminated Tuesday in its London office. After being asked to work on Halls in other markets despite the eventual move of the entire account before the end of 2013, JWT resigned the rest of the business. It's the latest indicator of the expanding divide between the marketer and agency, and spells the end of JWT's 40-year relationship with Cadbury brands, which joined the Mondelez portfolio back in 2009. JWT recently lost the Philadelphia cream cheese account in Europe to BBH, and it is defending its Jacobs coffee account in Europe in a review. Those accounts represent combined revenue of between $5 million and $10 million to JWT.
Google is facing a new antitrust probe by the U.S. Federal Trade Commission into whether the company is using its leadership in the online display-advertising market to illegally curb competition, people familiar with the matter said.
The fresh inquiry, which follows the FTC’s decision to close a review of Google’s search business in January without taking action, is in the preliminary stages and may not expand into a larger probe, said the people, who asked not to be named because the matter hasn’t been made public.
FTC investigators are examining whether Google is using its position in U.S. display ads -- a $17.7 billion industry that includes the sale of banner ads on websites -- to push companies to use more of its other services, a practice that can be illegal under antitrust laws, the people said. Google has been drawing regulatory scrutiny around the world as it bolsters its market share of digital advertising.
Jennifer Lopez’s partnership with Verizon Wireless to launch a new mobile brand targeting Latinos is a no-brainer when you consider the surging growth rates of those consumers in the U.S. and their high ownership of smartphones. But positioning the popular singer and actress with the brand was not as simple as it might seem.
In January Verizon enlisted marketing strategist Jeetendr Sehdev, who specializes in celebrity brand partnerships, to position the new Lopez brand, Viva Móvil, in which she is an investor and creative director. His first task, after conducting quantitative and qualitative research, was to identify how her celebrity and the brand aligned in consumer opinion before Viva Móvil was launched.
Interestingly, Sehdev found that Lopez’s success was interpreted differently, according to the degree of acculturation among Hispanic consumers. More assimilated Latinos admired her for her business acumen, those less-acculturated liked her for her rags-to-riches, ‘Jenny From The Block’ persona. An added benefit for Verizon in teaming up with Lopez is her crossover appeal to a more general audience.
“That’s hard to do, especially within Hollywood and mainstream media because you often get stereotyped and she’s been able to break free of that while still resonating with a Hispanic audience,” says Sehdev. “The way we positioned this is that this is more than a Verizon brand; Viva Móvil is a new brand built on upon Jennifer Lopez’s brand equity and identity, with Verizon in partnership. We are creating a celebratory brand shopping experience that like Zumba has an appeal as an across-the-board experience whether you’re Hispanic or not.”
Sehdev, who is the author of the upcoming book Superstar: The Art & Science of Celebrity Branding, oversaw a team that also came up with a retail strategy suited to the target demographic. Viva Móvil, which is opening its first retail store in New York on June 15, will employ bilingual employees and also have children’s play areas since Latinos like to shop together as families.
Lopez is the majority owner in Viva Móvil, which launched at the CTIA wireless industry trade show in Las Vegas this week.
McDonald’s CEO Don Thompson delivered a pointed retort to critics at the chain’s annual shareholders meeting Thursday morning: “The way you describe us is not who we are.”
Mr. Thompson was responding to critics who say the chain markets unfairly to kids and exploits children of color in its marketing. Corporate Accountability International, a consumer advocacy group that routinely criticizes McDonald’s for marketing to kids, was on hand at the meeting to confront the company about its marketing and issue a proposal. Like last year, CAI brought a proposal up for vote that would call on the company to issue a report assessing the chain’s impact on public health. And like last year, it was struck down, this time with 6.3% of shareholders voting for the proposal.
After Mr. Thompson was asked by a CAI representative when the company will stop targeting kids and undermining childrens’ health, he said: “The way you describe us is not who we are.”
AdMall recently updated their Local Account Intelligence report for Educational Supply Stores. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:
The post Top Opportunities/Challenges Ahead for Educational Supply Stores appeared first on Media Sales Today.
Ad-ology Research recently updated their Industry Marketing Insights report for Educational Supply Stores. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:
The post Top Opportunities/Challenges Ahead for Educational Supply Stores appeared first on Marketing Forecast from Ad-ology.
Encouraging news came earlier this year when McCann released the results of a study out of its Truth Central initiative: four out of 10 consumers say they "love" advertising -- and 69% said they think advertising has the power to make the world a better place.
Everyone's favorite British Claymation characters are famously fond of taking trips to far-flung places.
In their first Oscar-nominated short, Wallace (a known Wensleydale enthusiast) and Gromit spend a bank holiday traveling to the moon in search of cheese. Now, the duo are staying quite a bit closer to home in a new tourism ad for the VisitEngland campaign.
Once again in the "holiday mood," Wallace proposes that he and Gromit take a vacation by shooting themselves to Timbuktu (or perhaps even farther than that) in a rocket—despite Gromit's sensible suggestion that they stay closer to home and follow the suggestions in a U.K. travel magazine. After packing a few essentials (parachute, trusted travel companion, bestselling book Fifty Shades of Greyhound), Wallace jumps into his latest invention … and accidentally launches himself and his dog straight into the roof of their home.
Wallace finally takes note of Gromit's magazine (always so silly, that Wallace!), and the pair set off in their trusty motorbike to explore all that the U.K. has to offer.
"I never knew there was so much to do!" Wallace exclaims. And judging from the resulting travel photos—dancing at Stonehenge, hunting the Loch Ness Monster, backpacking in Wales, catching a production of Cats—there really are a surprising number of activities to be found in a country roughly the size of Michigan.
Presumably, there was also some pretty good cheese.
Agency: 4VE, London
Production Company: Aardman Animations
Director: Merlin Crossingham
Creative Director/Art Director: Gary Marjoram
Creative Director/Copywriter: James Maclean
Agency Producer: Jane Edwards
Aardman Producer: Helen Argo
Account Director: Britt Sarony
Project Manager: Ailsa Wakley
Bungie and Activision have launched "Law of the Jungle," a live-action trailer for the much-anticipated game "Destiny" -- this being the firstcollaboration between the developer and publisher. Activision tapped 72andSunny to create the film, directed by "Iron Man" helmer Jon Favreau (who worked with the agency on its all-star Super Bowl Samsung Spot) and starring actor Giancarlo Esposito, perhaps best known as bad guy Gus Fring on AMC's "Breaking Bad."
"Destiny" is the new title from the creators of the Halo franchise and casts gamers as Guardians of the Earth's last outpost. Their goal is to scour the solar system for all that was lost during the fall of mankind's Golden Age. In the trailer, Esposito recounts the tale of one Guardian on his quest to reclaim our Solar System, bringing strength to his pack, but also gaining power from it. The film also announces the game's upcoming gameplay reveal, set for June 10 during the Sony Playstation E3 press conference.
For more exciting ideas in brand creativity, check out Creativity-Online.com, follow @creativitymag on Twitter or sign up for the Creativity newsletter.
Looking forward, he says it is time for ordinary people to be rewarded for what they do and share on the web.
In an interview with Nieman Lab, Lanier argues:
If you have universal backlinks, you have a basis for micropayments from somebody’s information that’s useful to somebody else… Every backlink would be monetized. Monetizing actually decentralizes power rather than centralizing it. Demonetizing a network actually concentrates power around anyone who has the biggest computer analyzing it.
Monetizing decentralizes power. Perfect! Americans love freedom and money.
I also love to provide information that might be useful to somebody–like this very article–thus, I am fully behind a workable micropayments system that rewards me (and others) for being prolific and readable.
The post Transition To The Modern World, Give Markets A Chance appeared first on AdPulp.
Advertising Age Player
"Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need."
Samsung has an objective to open more 300 stores around Brazil in 2013, bringing the technology and innovation even closer to the costumers. Considering that, Cheil Brazil created the “Reminder Wall”. Sticky Notes were placed on the wrapping in front of the Samsung stores that are going to be launched. The word “FUTURE” is designed with all these paper blocks. Each note that the visitor takes off has the message: “A new Samsung store is coming. Don´t forget it.”. Take a look at the video.
Advertising Agency: Cheil, Brazil
Creatives: João Gabriel Gragnani, Marcelo Ferreira
Creative Director: Maurício Machado
Accounts: Marcelle Fuoco, Cesar Arantes, Marcus Nakata
Account Director: Fernando Silva
RTVC/Art Buyer: Fabíola Camilo
Graphic Producer: Marcos Tsuda
Approval: Ana Okamoto e Demetrius Oliveira
Production Company: Coala Filmes
Director: Cesar Cabral
Producer: Anália Tahara e Stephanie Saito
Editor: Rodolfo Lofredo
Mexican avocado producers want consumers to think beyond guacamole and are prepping new marketing initiatives to take the fruit from exotic to everyday use.
Avocados from Mexico, the newly-formed marketing agency for the produce, has selected Arnold Worldwide after a review which began with 52 agency proposals and was cut to 11 shops that presented to AFM. The Havas network beat two other N.Y. finalists, Grey and BBDO, for the integrated assignment. AFM is allocating $36 million to grow the category, which already commands more than 60 percent of the avocados supplied to the U.S. Ketchum also was selected, to lead AFM’s public relations efforts.
In April, Tim O’Connor, the former CEO of the U.S. Potato Board, became chief executive at AFM, a collaboration of the Mexican Hass Avocado Importers Association and the Mexican Avocado Producers and Packers. The producers/packers and distributors each used to have independent boards.
O’Connor said Arnold’s strategic thoughts and creative abilities were deciding factors in the outcome of the agency review.
“Arnold came in with the same information as other agencies but had the ability to look at our produce and take it forward in a unique way,” he told Adweek.
Arnold’s first work is expected to launch nationally in July.
This is the agency's latest win since former top regional McCann Erickson and TBWA exec Robert LePlae was named global CEO in January. In February, the agency landed a place on Del Monte Foods’ agency roster when it won Milk-Bone after an agency review. That was followed by the win of digital business from Volvo Cars of North America and, just recently, the addition of Santander Credit Card business, which expands the agency’s relationship with Sovereign\Santander.
BBC has developed an experimental piece of hardware called Perceptive Radio that intelligently changes broadcasts based on the listener's location, weather, the level of background noise and other factors. The radio, unveiled at the Thinking Digital Conference today, is the first of its kind, according to BBC News.
The device was created by BBC's Future Media North Lab division. The group also produced a computer-generated radio drama that altered its script based on factors such as weather.
Perceptive Radio streams audio over a WiFi connection, with a light sensor, a proximity sensor and a microphone to monitor background noise. The radio will soon be tested in homes to see how it can be applied to real-world scenarios.
Perceptive Radio could have implications for future personalized advertising. The Next Web reported that the technology will soon be open source, so it can be commercialized despite BBC's noncommercial status. The device's intelligent control over content provides the possibility of making ads relevant to users' interests or location, similar to how Facebook, Google, and most other websites tailor ads based on user data.
CNN is starting a late-night Friday talk show hosted by George Stroumboulopoulos next month, the network said today.
Mr. Stroumboulopoulos, a longtime host on Canada's CBC, was hired by CNN in April for a Friday interview show to begin this summer, but it wasn't clear what time slot he would take. Now "Stroumboulopoulos," as it will be called, is scheduled to begin on Sunday, June 9, following the season finale of Anthony Bourdain's "Parts Unknown," before moving to its regular timeslot on Fridays at 11 p.m. on June 14.
"Parts Unknown" has done well for CNN, with new episodes averaging 740,000 viewers, according to Nielsen, far more than CNN had been attracting before Mr. Bourdain arrived.
Earlier this year, Cadillac announced a review shortly after news reports leaked that the GM brand planned to move its creative account, sans pitch, to Campbell Ewald.
Last week, more than a dozen top Cadillac executives heard presentations from the four agency teams pitching for lead creative duties on the automaker's $250 million U.S. account. Interpublic Group’s bid consists of Campbell Ewald, Hill Holliday, and Lowe. Omnicom put forward DDB. Publicis Groupe offered a mix of executives from Digitas and Publicis. The incumbent, Publicis Groupe-owned Fallon, also defended.
Adweek sat down with longtime GM exec and newly appointed Cadillac advertising director Craig Bierley to chat about what he saw, where the review is headed, and whether it has really been a fair fight.
ADWEEK: What’d you think of the presentations?
CRAIG BIERLEY: Four world-class groups of people came in. They spent a lot of time and energy thinking about our brand. They all had great ideas. They all delivered really solid, solid work. Some were better than others. There's parts of each team we like better than other parts of each team. Strategy over here might work better with this creative but you don't get to do that [laughs]. So you have to find the best group of people that you think will work together.
Are you going to narrow to a field of two final contenders?
No. At this point, we've got to get down the road. So where we need to ask follow-up questions, we're asking follow-up questions right now. Where we don't, we're not. Our goal is to have an agency selected by the middle of June.
Are you going to be testing any of the ideas with consumers before you make a decision?
They had done some of that. But no. Here’s the thing: All four of them can do good work. Yes it's about evaluating the work that's in front of you, but the work is a process. None of them we're going to say like, "Oh!" [Claps] Let's go make that." It's who do you think can get you there. Who's got it. Where's your chemistry.
Advertising is iterative. It’s “There's parts of that that work, and maybe that doesn't work, and let's try again.” And then you refine it with consumers. The reason why you do research is to refine the message. Not to make your decisions for you.
You worked closely with Leo Burnett on Buick. Why aren’t they participating?
I love the guys at Leo Burnett. I thought we did great work on Buick. I would love, in some respects, to continue to work with them. Leo Burnett has conflicts globally. Part of the spec on this was to help us think through how we do this thing globally. Additionally, the Detroit Leo Burnett office has Buick, GMC and Chevy Silverado.
[Also,] my boss, Bob Ferguson, the head of global Cadillac, went to Maurice [Lévy, CEO of Publicis Groupe] and said, “We're going to put this up for bid. We understand Fallon wants to participate, but we'd like another Publicis bid too. You put together the best of the best, inside of your organization, and that's who we'd like to talk to.” At that point it was up to Maurice.
You’re collecting an Effie for your work with Fallon in the midst of this review. What more were you looking for that wasn’t there?
It’s not an indictment of Fallon's capabilities and what they've done. It's us saying you know what, we have a huge opportunity in front of us. Three new product launches. Two new products are still launching. We've got this huge global growth plan that we want to execute. It's time for us to stand back and say let's bring in the best minds in the business. Let's have them contribute their thoughts and ideas, and look at them all and see who's the right partner to go forward with. It could be Fallon. It could be IPG. It's based on our desire to challenge ourselves to make sure we're bringing the right stuff together.
Speaking of global conflicts, any concerns about DDB doing work with Volkswagen outside of the US?
There wasn't a concern about that. We could work through that.
Do you see yourself ending this process with one agency the world over?
Don't know yet.
We've got eight to nine agencies contributing to Cadillac right now around the world. We need to construct a model that we don't have eight to nine fiefdoms running our creative communications. There’s one Cadillac brand. Is there a unifying idea? What does that want to be? And then how does that filter into the work and creative and the asset acquisition and all of that? And then what's the best way to manage and control my job globally, so that, if you're a businessperson, and you live in Los Angeles and you go on a business trip to China, and you see a Cadillac ad and you're like, “What was that? That has nothing to do with the Cadillac I think about.” Because it's one brand. Cartier and Vuitton and Hermes—they're the same everywhere.
So you might end up with one agency leading the strategic and global thinking for the brand but still have some partners in other markets helping execute?
Yeah, it could be that. We asked each of them to come up with a model. They're all very different in terms of their approach. That's not the key factor in this, but you know we wanted to get thinking on that, and start working through that. Because global Cadillac is a relatively new creation and structurally we haven’t even finished how we're going to do that.
There’s something of a perception in the marketplace, based in part on how the news of the review broke, that this has always been a shoo-in for Campbell Ewald …
That was unfortunate because we were going to do a review. I don't really know how that happened. I don't know who said what to who. It wasn't inside our building. We felt it was important to do a review, not just to award the business in some way. This review was completely open. Transparent. And fair. Everybody had an equal shot going into this. There wasn't favoritism. I can tell you that my time [and] my team's time has been equally distributed across four agencies, to the point of fairness like I've never seen before.
Where I had one conversation with one agency that lasted a couple hours, I felt obligated to then have that same couple hours with each of the other agencies. And I did it in different ways. Some Fallon people came to see me. Talked to some folks at IPG. Went out and met with people at DDB. I was here for another meeting with the Publicis folks as a follow up. We did chemistry visits, they were all the same amount of time. … We were incredibly fair throughout this entire process. To a fault. And yes, you know somebody put the cart in front of the horse when they're really wasn't something there. Trying to force an issue. We still don't know who did that. But it wasn't inside our building.
Interpublic Group shareholders, at their annual meeting today, rejected a proposal that would have required the company to publicly report on the number of minorities and women it employs.
The measure called on IPG to provide a “comprehensive breakdown of its workforce by race and gender according to 10 employment categories,” beginning this year. Under federal law, companies with more than 100 employees already provide such data annually to the Equal Employment Opportunity Commission.
Nevertheless, the proposal garnered little support, with fewer than 7 percent of the voting shareholders supporting it. About 77 percent voted against it and the rest abstained.
IPG management opposed the measure, suggesting it was unnecessary, given the company’s ongoing efforts to promote diversity and inclusion.
Another proposal, calling for IPG to slow the vesting of equity awards that top management can get if the company is sold, also was rejected. However, more than a third of the voting shareholders (38 percent) supported it. Still, in sync with management’s opposition, 61 percent voted no.
Also at the meeting, which was steered by IPG CEO and board chairman Michael Roth, shareholders reelected all nine members of IPG’s board and reappointed longtime outside auditor PricewaterhouseCoopers.
Support for board members ranged from 94 percent for Roth to 99 percent for four others: David Thomas, William Kerr, Mary Steele Guilfoile and Jocelyn Carter-Miller. Each election is for one year.
About 75 people attended the meeting, which lasted 40 minutes and took place at the McGraw-Hill Building in New York.
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