If you are drunk and you are a creative director and you live in Hungary and you are handed an envelope by an attractive host at the Hipnozis Award show, you had better open it. Or at least
we hope you opened it when it was handed to you last week at the event. And we hope you realized the two people who created it -- Zsofi Toth and Denes Szanto -- are two kick-ass creatives looking for
work. And since they were nice enough to provide you aspirin for that nasty headache you were about to experience the next morning, the least you could do is check out their Friday Saver Project and grant them an interview. After all, not only was their stunt creative. It was a live saver to you as well. Hmm. Hopefully,
come June, they are walking up and down Le Croisette in France with a Cannes Lions MondayTuesdayWednesdayThursday
So the new ad agency, as you may have heard, will be all about inventing things rather than creating ads. Here's what Deutsch LA Chief Digital Officer Winston Binch has to say: "Agencies have been making products for a long time. Alcohol brands have been invented by plenty of agencies, for example. But it used to be an idea and you’d outsource the production. What’s different now is a lot more of it is technology, it’s digitally based. That requires new people in the building. There’s a lot of talk about invention right now in advertising. Its startup culture -- there’s the show Silicon Valley on HBO -- that culture is mainstream now. A lot of advertisers are grabbing on to it. Nike+ came about in 2006 right around when I left R/GA. That changed the ad world forever." And who cares how anyone finds out about these inventions, it would seem.
Two new creative teams have been appointed at TBWA\Chiat\Day LA. Marco Monteiro and Ana Carolina Reis join from AlmapBBDO in Sao Paulo, Brazil; Guy Helm joins from Mistress; and Chris Rodriguez joins from FCB LA, respectively. The appointments follow the promotion of Stephen Butler to chief creative officer, with Fabio Costa and Brent Anderson as ECDs. At AlmapBBDO, Marco and Carol worked together for over two years on brands including Volkswagen, Visa, PepsiCo, Bayer and Pedigree. The award-winning duo have a host of awards next to their names, including, most recently, a Gold and two Silver Lions from Cannes 2013. Prior to AlmapBBDO, Marco worked for Saatchi & Saatchi and Carol at Fallon. Prior to joining TBWA, Guy was the lead creative at Mistress, working with brands including Hot Wheels, Disney, KIND Snacks, Jagermeister and Playboy. Chris -- famed for Allstate’s “Mayhem” in addition to work for brands including Kraft, Hallmark, Bounty and Nike -- joins from FCB LA Bowen, where he held the position of senior art director.
Liberty Mutual, which last year launched an agency review after having spent years with Boston's Hill Holliday, has selected Jack Morton Worldwide as its agency of record. Liberty Mutual is the official property and casualty and life insurance partner of the 2014 and 2016 U.S. Olympic and Paralympic Teams so Jack Morton will have their work cut out for those events. Of their selection of Jack Morton, Liberty Mutual Chief Communications Officer Paul Alexander said: “Major domestic and international sponsorships as well as numerous grassroots and local sponsorships are key factors in our brand awareness and business strategies. We are delighted to form a partnership with Jack Morton to help direct our overall sponsorship strategy and activation initiatives to maximize these sponsorships for employees, agents and brokers, customers and the general public.” If interactive is to play a major role in the work, the agency's recent acquisition of Genuine Interactive should help.
David Murdico, creative director and managing partner of Supercool Creative Agency puts forth a solid argument as to why startups should pay agencies more than brands do for the same work.
First of all, he notes a startup is an unknown entity and no one has ever heard of it before making it all the more difficult to create the necessary marketing program to achieve awareness and sale. He notes startups are generally more demanding than established brand marketers, often times because so much is at stake.
Perhaps the biggest problem area when it comes to crafting marketing for a startup is that up until the point the startup reached out to an agency, everything about the startup has, thus far, operated in an echo chamber with scant few nodding and bobbing their heads in agreement without truly vetting the idea or how the idea will be perceived in the real world.
Another challenge when working with a startup? They tend to change their mind a lot about, well, everything. And that can be a gigantic time suck. Check out Murdico's entire list here and file it away in your back pocket for use the next time you consider working with a startup.
This is gold! Gold, I tell you! And it's arrived just in time. As we all mourn the loss of our beloved Mad Men characters, they have been given renewed life, in the form of a Tumblr blog, as
digital natives spewing all the usual buzzword bingo that's so prevalent in today's marketing landscape.
Taking on the form of animated gifs, we have Don informing his secretary: "The future of advertising is socially integrated digital platforms." We have Peggy commending a co-worker saying: "Nice branded social post, bro." We have Don asking Peggy: "But does it work as a pre-roll." We have Don reacting to a proposed "Tinder-powered drone." We have Pete telling Don: "The CTRs need optimizing for behavioral targeting of Millennials."
And on and on and on. Brilliance.
Oh for f*ck's sake! Stop. Just please stop! Every ridiculous addition to the CxO title space just dumbs down the importance of the core four: CEO, CFO, COO and CIO. Maybe you can add CMO and CCO to
that list -- but chief data officer? Chief customer officer? And now...wait for it...chief native officer?
Yeah. Chief native officer. Or at least that's what Forbes Contributor Daniel Newman would like to see instituted. Newman argues that the merging of paid and earned media requires this CxO style oversight.
He furthers his point, writing: "The biggest reason to get a Native Officer is that while digital agencies and publishers work together, they don’t necessarily do so as a team. In fact, there are instances where they don’t see eye to eye. While publishers are great at creating content, they can treat branded content like a 'second-class citizen.' On the other hand, digital agencies consider themselves star content creators for brands. In such circumstances, there’s a pressing need for a 'dedicated task force' to exploit native ads to their fullest potential. The CNO should lead this pack, guiding the brand towards rewarding native advertising campaigns and best practices."
So what say you? Do we need the chief native officer?
Sort of like food brands still pimping low fat/no fat products when studies clearly indicate the human body needs fat, the office management world is still pimping open office space when many studies have shown it's a less productive solution than
more traditional office space.
That's not stopping the latest trend in office space, the Superwide. Superwide office space is large, one floor office space consisting of 100,000 square feet or more. Of the trend, Brookfield Property Partners Senior VP Duncan McCuaig said: “Large floors are absolutely in demand.” And “right now there is very little of this product in the city,” he added, referring to Manhattan.
Adam Kansler, managing director at financial data company Markit, loves the open office concept and says: “There’s something that gets lost” when a company is on multiple floors. You don’t get the same random moments of seeing someone from across the way, hearing that they’re working on a project, and saying, ‘Oh, I’m going to stop by.’ ”