Okay, then. So here's why advertisers love TV so much and can't get enough of the Cannes experience. A new Millward Brown Digital study that polled 300 digital marketing decision makers at Fortune 5000 companies and agencies in the
United States found that most of them allocate their budgets fairly evenly across digital advertising formats. However, 88% said that making emotional connections through digital media would encourage
them to spend more on digital branding campaigns. And to that end, the survey also found that 30% of digital marketers believe that ads purchased through programmatic methods produce negative customer
experiences that damage brand loyalty or negate their branding objectives in other ways." So, yeah, all that non-Cannes worthy programmatic crap? That's what is keeping marketers from increasing their
digital spend. That and the fact that a banner is still a banner; it's just not a medium which lends itself well to creativity. Or emotional connection.
Now this could be interesting. Or it could be yet another flashy partnership that plays out in the press and nowhere else. But we actually think there's some meat here. 360i has partnered with Mashable to use the publication's Velocity product -- a technology the publication developed in-house that monitors people's social media engagement to predict which content is about to go viral. Currently, the publication uses it to tout its own viral-worthy posts. Now, 360i will use these predictive insights to mold campaigns for its clients, ideally learning along the way what works and what doesn't and why.
Ouch! This has gotta hurt! As you may know, Apple is on the outs with TBWA and is in the process of hiring 1,000 people to staff an internal ad agency. Things are not going well. One ad exec who was approached by Apple is reported to have said: “The revolution has come and gone, and I’m not sure a job at Apple would be a creative opportunity. If I were going to go brand-side, there are a lot more interesting companies I’d rather work for, like Coke or Pepsi.” Ouch! Coke or Pepsi over Apple? But it's really no surprise. Steve Jobs is dead. Lee Clow is, for the most part, retired and out of the TBWA picture. And let's face it, Tim Cook is running a tight ship but he's no Steve Jobs. TBWA and Apple had a good, long run. Things have changed. Whether that change includes a gigantic internal agency or some as yet unforeseen relationship with a new agency is yet to be determined. But we can say, for what it's worth, iOS8 and leaked rumors of the iPhone 6 do seem quite cool.
It's probably not going to be as big as the Ming Dynasty but with McCann behind it, it's certainly going to try. Ming, which opened this week in New York, is headed by Commonwealth/McCann Creative Chairman Linus Karlsson who will be the agency's CCO. Joining Karlsson is Brian DiLorenzo, who will serve as CEO and former BBDO EVP Account Director Tara DeVeaux, who will serve as president. Part of McCann, the agency will be run independently. The new entity is touting itself as a "strategic, action-based creative company operating in the 'new to next' space" -- whatever that is.
Ever since the advent of crowdsource-fueled creative entities like 99Designs, Freelancer and Fiver, design studios, which previously buttered their bread with business from ad agencies, are now
upping their game, cutting out the agency and going direct to the brand for business.
Of the trend, Design Business Council Head Greg Branson said, “A lot of the designers I work with have a strategy partner or a senior person in the business that does strategy. Many of them have been recruited by the designer out of the advertising industry, with the intention of taking their business to a higher level and offering a broader range of services."
While a design studio isn't going to take over the Coke account any time soon, shifts like this are on the rise. Interestingly, even before 99Designs and the like, Barbarian Group, which prior to Subservient Chicken, was a tech design studio of sorts, transformed itself into a full blown agency complete with all the usual agency services.
No, there won't be a weekly parade of design studios making it big like Barbarian did but market conditions have changed significantly enough that we will continue to see more of this.
For the past day or so, it seems impossible to escape from a Google News alert that isn't filled with that story about popular Indian celebrity Aishwarya Rai, who appeared in an ad for Kalyan
Jewellers elegantly dressed with a dark-skinned child holding an umbrella over her head. Many have called the ad racist.
An open letter from a consortium of feminist, child and human rights groups says the ad appears to "be representing aristocracy from a bygone era -- bejewelled, poised and relaxing while an obviously underage slave-child, very dark and emaciated, struggles to hold an oversize umbrella over your head."
The letter, which shares several examples of 17th- and 18th-century images that would now be considered racist, continues: "We wish to convey our dismay at the concept of this advertisement, and that you have, perhaps unthinkingly, associated with such a regressive portrayal of a child to sell a product...we, therefore, urge you to do the right thing -- cease to associate yourself with this offensive image by ensuring that further use of this advertisement is stopped."
In response, a statement from Aishwarya pretty much shirks any responsibility and blames the creative agency for the debacle. The statement read: "On the onset we would like to thank you on drawing our attention to the observation of the perception of the advertisement. Here is an attachment (picture of Aishwarya without the child holding the umbrella) of the shot taken by somebody during the shoot. The final layout of the ad is entirely the prerogative of the creative team for a brand. However shall forward your article as a viewpoint that can be taken into consideration by the creative team of professionals working on the brand visual communication. Thank you once again."
Kalyan Jewellers has pulled the ad.
On Wednesday at the LSA|15 Conference in Los Angeles, the Local Search Association announced the winners of its second annual Ad to Action Awards competition. LSA received 91 entries across 10
categories and the winners were revealed on the main stage at the event.
The competition focused on celebrating the most innovative "local" marketing products or solutions that facilitate consumer actions such as calls, clicks, store visits, etc. The winners demonstrated the greatest potential for driving local consumer engagement and best addressed current market needs.
The judging panel -- made up of 18 companies including Twitter, Foursquare, Yahoo, MapQuest, xAd and more -- evaluated these products and solutions. Each judge reviewed a subset of entries and no judge reviewed any entries where there was a potential conflict of interest.
In the Platforms and Services category, Chicago-based Rise Interactive, which likes to refer to itself as an "interactive investment management firm," won the top spot. And we can see why. Any agency that can spin the fact that they buy online advertising into "interactive investment management form" is worthy of praise.
For, oh, at least the past 7-10 years, every prognosticator has gleefully been promising "this is the year of mobile!" to the point where it's become a joke. Now, certainly, mobile has matured and
has become a viable medium for many things including advertising. But AKQA CCO Rei Inamoto isn't completely convinced.
In an interview with The Drum, Inamoto said, “To an extent I think the promise of mobile in relation to marketing has been exaggerated. The biggest misconception about mobile and the biggest mistake that advertisers make about mobile is to treat it like an advertising channel. Instead we should use it as a way to provide service not to provide a message.”
And, being the smart guy that he is, he's right. Rather than forcing old models (*cough* ...banners) through mobile devices, brands should embrace new services. Many have. Love them or hate them, Inamoto cites Uber as a brand that's fully embraced mobile, not as an advertising medium per se but, rather, as a platform for doing business.
So, yes, mobile has finally arrived. But my hope for the medium is that we can skip past all the missteps we took forcing old advertising models onto the internet and treat mobile very differently and more effectively. Like the personal service it has become. Not a pipe through which to shove ads.