This week the Interactive Advertising Bureau is having its annual meeting. During his keynote, new IAB Chairman Vivek Shah came out with both guns blazing, telling media buyers to stop
devaluing digital media by allowing themselves to be defrauded because it looks good on paper. He went on to say: "We have taken a perfect product and by our own actions we have made it imperfect.
It's been a dirty secret we've been willing to keep. Bogus impressions won't infect the system if you don’t buy them, Mr. Agency Trading Desk ... You don’t go after drug dealers. You go
after people taking the drugs." Hmm. Looks like there may some housecleaning going on over the course of the next year or two.
Watch out, Boston ad agencies. Devito/Verdi is about to eat your lunch. The New York agency has quietly made significant inroads into the very insular Boston ad community. It scooped up Legal Sea Foods and then the Herb Chambers car dealer account because Chambers loved the Legal Sea Foods account so much. And just last fall, the agency nabbed a branding project for area health insurer Fallon Health. While Ellis Verdi says he didn't target Boston specifically, he is considering plans to open a Boston office. Watch your back, Boston.
There's something going on over at Ford's ad agency Team Detroit. According to COO Mark LaNeve, the agency is "becoming digital centric" but apparently, it's more than just a focus on digital media. LaNeve adds: "It's not an initiative or program, but an evolution bordering on a transformation of the agency." While that must sound like the usual fluff you hear from agency big wigs, in this case, the proof, as they say, is in the pudding. According to Advertising Age's 100 Leading National Advertisers, in 2011 Ford became the first automaker to spend more on unmeasured (search, online, social, digital, etc.) than it does on traditional media. Currently, the brand spends upwards of $1.2 billion on unmeasured media, and Team Detroit played a large part in that shift.
Brooklyn artist Maya Hayuk spoke with Starbucks agency 72andSunny over the course of eight days regarding her artwork and how it might be incorporated into promotional work for the new Starbucks
Mini Frappuccino. But after the eight days, she told the agency she was too busy to create new work and the talks ended.
Upon launch of the Mini Frappuccino, Hayuk felt the rainbow-style artwork was a bit too similar to work of her own and she filed a $750,000 copyright infringement lawsuit against Starbucks saying the finished product was "strikingly similar" to her work.
The lawsuit states: "Starbucks brazenly created artwork that is substantially similar to one or more of Hayuk’s copyrighted works.” Hayuk's lawyer added: “When things like this happen, it cheapens the value of the art -- it’s really true. And her only source of income is her art.”
For its part, a Starbucks spokesperson said: “We are aware a complaint has been filed, and we are investigating the allegations.”
It seems the "hook up" is the predominant theme at Cannes Lions this week. Just like Barbarian Group's Dumb Phones, Virool's "Cannes We Meet" helps delegates connect with other
Cannes We Meet is a web app that works just like Tinder. After you visit the site and log in using LinkedIn, you can swipe right to meet or left not to meet in a manner very similar to the Tinder dating app.
Of the app, Virool CEO Alex Debelov said, "We know that clients meet agencies, agencies win business, startups win funding and products find buyers. Now we're helping bridge that gap and propel our industry forward."
Nice effort though I'd venture to say that I'm not all that far off base when I suggest rose-fueled delegates are thinking about propelling forward something entirely different than the industry while boozing it up in Cannes.
Leading up to and during Cannes Lions, a handful of the world's best and most respected creatives convene on jury panels in Cannes, France to judge the world's creative. These judges are the cream
of the crop. Any agency would love to have them work for their shop -- but how does an agency reach out to all these amazing creatives all at once? Easy. Turn your Cannes Lion entry case study
video into a recruitment ad.
180LA did exactly that by submitting a case study video of an entry into four Lions competitions; Film, Press, Direct and Radio. So as jury members were in the midst of reviewing hundreds of entries, they were also delivered a sneaky recruitment video. Quite brilliant actually, and from the tweets some of the judges sent, the stunt seems to have gone over quite well.
Y&R/Bravo Miami VP Creative Director wrote: "Hey @180LA thanks for the offer in the middle of the judging process. Lol. I'll call Monday." Proximity Creative Director Eva Santos wrote, "A case study just called me by name and offered me a job. Great idea @180LA #canneslions "lionsjudging."
Delivered with the drollest of droll voice overs, jury members, if not interested in the offer, are asked to "pass this idea to the shortlist and help change the life of another CD."
Check out the video here.