In Sydney for the Global Marketer Conference, David Droga had a bit of a shock when he stepped off the plane he boarded in New York. Upon arriving in Sydney, he said, “When I got on
the plane in New York we had a big agency in Sydney and when I landed we had a slightly smaller agency. It’s alright -- we can talk about it...don’t feel awkward, that’s what happens
in our industry right? It’s the nature of advertising." In the time it took him to fly from New York to Sydney, the Sydney office had lost the Woolworth's account. Making light of the loss,
Droga said the client was too big for the agency and added, “I don’t want Droga5 to be the biggest agency, I want it to be the best.” Spoken like a true advertising optimist.
So Unilever Global SVP of Marketing Marc Mathieu says digital is dying. Say what, you say? Also in Sydney for the Global Marketer Conference, he clarifies by saying: "We need to stop thinking about digital marketing and start thinking about marketing in a digital world. Think about connection first and build content around that." He also told attendees that those considering joining the agency side of things should forget about an internship and instead hang out with hackers who are the ones who really know how to get things done these days.
Upping the ante in the real-time marketing game, BuzzFeed has partnered with WPP's Mindshare to bring the agency editorial trending information from the publisher's Fre.sh app allowing the agency to alter its client spending based on trends. Of the partnership, Mindshare Chief Strategy Officer Jordan Bitterman said: "We can utilize this data feed to learn what's trending on the Web and where to spend our paid media." BuzzFeed, of course, hopes Mindshare will spend a hefty share of its online budget with the publication.
If only every CMO thought like outgoing Sainsbury CEO Justin King. Sainsbury, a UK supermarket chain, has worked with Abbot Mead Vickers for over 30 years. There've been good times and there've been bad times, but the two have stuck together throughout. Of sticking together, King said: "With a lot of the pitches that take place when a business is in change or in crisis, there is almost a predisposition to change because it’s the easy way for a new marketing director to demonstrate that they’ve moved things on. However, it’s always the braver decision, and often the right decision, to stay with the incumbent." If only more CMOs had a bit more courage and fortitude and didn't always feel they had to prove their worth with an agency review upon joining a brand.
Have your agency's Instagram hashtags been hijacked? Are you seeing a giant ad when you view images with your hashtag created by Dutch creative student Max Kurstjens? Well then
he's identified you as a place he'd like to work. You see, Kurstjens, like every other creative trying to break into the business, is sick and tired of you all ignoring him and his creativity.
So Kurstjens took it upon himself to get noticed. He created several different Instagram accounts and uploaded a collection of images that formed a large composite image that would be viewable to anyone clicking on an agency hashtag.
Targeted agencies included Leo Burnett, AKQA, 72andSunny, Anomaly, Droga5, Ogilvy & Mather, DDB Worldwide and others. The composite image resulted in an ad which read: "We Have Your Hashtag" and directed viewers to WeHaveYourHashtag.com where Hashtags are destroyed. On the site, agencies can "reclaim" their hashtag by sending in an email with a prefilled message that invites Kurstjens into the agency for a cup of coffee. Way to score an interview!
Check out a video of the stunt here.
If you haven't yet noticed, Dads appear to be a major theme brands and agencies are going with for their Super Bowl ads. Toyota has launched #OneBoldChoice, Dove has launched
#RealStrength and Nissan has launched #WithDad. While each approach is a bit different, the theme is decidedly all about Dad.
Of the direction Nissan took, the brand's SVP of Sales and Marketing Fred Diaz said the direction had nothing to do with the latest NFL domestic violence situation saying, "Nothing with the NFL had any part of our decision in any way. We started concepting a year ago, and essentially we wanted somehow or another to build a brand spot that resonated and connected with America. That was the direction I gave the marketing team and the agency: Find a spot, find a story. Find something that connects us and makes us far more relevant with the American public today that shows we truly understand them."
And of the campaign's similarities to Toyota and Dove, Diaz added, "I've seen a lot of their [Toyota's] footage that's been released and we're in such different spaces on this, other than the fact that we both are approaching the dad-fatherhood theme. It's purely coincidental. But you've got to make people laugh or cry. [Toyota's theme] won't detract or be synergistic for us. It certainly could help promote the notion, in our case, that things are better when Dad is involved."
Hershey's, the decidedly inferior choice in chocolate, has launched a legal fight against the decidedly superior choice in Chocolate, Cadbury, claiming the British brand is infringing upon the domestic brand's turf. No one on Facebook is happy about this. Outrage, I tell you! Outrage!
But that's not really advertising news now is it? How about Hershey's launching a crerative agency review? Yeah, that's closer to our news mandate here
at Mediapsssst. So yeah, the brand that makes stuff that barely has any actual chocolate in it wants to look beyond Arnold and Havas.
The brand, however, isn't kicking the agencies to the curb but they are interested in fishing for new ideas. Hershey Spokeswoman Anna Lingeris said: "We are just looking to add more agencies to the mix to help diversify the work" and develop "better effectiveness and efficiencies over time." Eesh, what a say-nothing piece of CYA business babble.
Bannersnack, a startup that aims to make online advertising smarter, has launched Bannersnack-for-Agencies, a platform for advertising professionals. Within the service, agencies get both a
professional banner maker app and a DSP for their ad campaigns.
Bannersnack aids creative collaboration and aims to speed up creative production. It allows creatives to quickly sketch ideas with...oh wow...professional fonts, premium stock images and in app image editor. It's also got a built in collaboration tool allowing copywriters, art directors and designers to share their ideas with colleagues and clients.
Of the launch, Bannersnack Head of Product Raul Popa said: "We really want to make online banner advertising smarter. At first, we were amazed to see how our app enables faster banner design for small and medium businesses. After that, we learned that a large part of our user base consists of designers and advertising professionals and we decided to step up with a solution for their needs. We were inspired by how easy it is to share and work with documents in apps like Google Drive and Dropbox. We believe that time is the most limited resource for our customers and that's where Bannersnack really shines. It saves time, eliminates noise and makes online advertising easier for everyone. We really think more agencies should try it and that's why we're offering the banner maker app for free, for a limited time to advertising agencies across the world, no financial commitments."
Well, the upside is no one likes to create banners, no one clicks on them and some programmatic computer in the backroom makes the media buy. Why not another automated tool to further strip advertising of anything remotely resembling creativity?
john st. has opened shop in Montreal. Of the move, Co-Founder and President Arthur Fleishmann said: “We’ve been talking about it for close to 10 years. But in the past two years,
it’s become more and more of a priority for us as we look to the future and how we help our clients solve more complex strategic, creative and production problems. So we’re doing
The office will be run by Montreal native Mylene Savoie, who spent her career managing large accounts such as Intrawest, Tim Hortons and Telus in Quebec prior to opening john st. Montreal as managing director.
Creative will be led by Sebastien Lafaye and Cedric Audet, who have worked most recently at Bleublancrouge. Of the creative team, john st. ECD Angus Tucker said, “We love the work Sebastien and Cedric have done on accounts like Toyota and Air France as well as the Church of Montreal and the Quebec Alzheimer Society. Between them, they have won multiple Grand Prix at CREA, and their work has appeared at Cannes, the Clio’s and Marketing. Their work fits right into john st’s philosophy, blending insight, creativity and cultural relevance into ideas that make our client’s brands unignorable.”
Of joining the agency, Savoie said: “It’s an opportunity to work on some amazing brands. john st. has one of the best client portfolios of any agency in Canada. And while our immediate priority will be to maximize our client’s opportunities in Quebec, it’s exciting to know that our influence will also be felt on a national level.”
Of course this will not come as a surprise to any of you, but you've got to admit that the whole Dove Beauty thing (from way back in 2006, if you can believe) has placed a magnifying glass on the
work the advertising industry does for marketers for whom perfection is far more important than reality.
In a collection of animated GIFs, Russian photographer Ashot Gevorkyan illustrates the dramatic changes that occur between original photography and final published product. He has collected ads that were shot for banks, video game ads and his own personal photography.
Hey, you won't be shocked but just realize that this sort of thing does tend to rile the feathers of the digital collective with nothing better to do than spew their hatred for just about anything all over Facebook. But for us, we can just appreciate the awesome and amazing skill that resides in this industry, right?