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.
Oy! Another creative award event? Sadly, yes. This one's comes from The A-List Hollywood and they have announced the call for entries for the Moving Image
Advertising, Interactive & Branded Entertainment 2015 Award. The entry deadline set for January 30, 2015.
I'm told the A-List Hollywood is the first creative advertising competition of its kind in Hollywood and will focus on the intersection between advertising and entertainment across all platforms. The event will be judged by the usual collection of international creatives including Leo Burnett's Mark Tutsell, JWT's Matt Eastwood, 360i's Pierre Lipton, and DDB Germany's Eric Schoeffler, among others. And no, there's not one single woman on the jury.
Of the awards, The Martin Agency Chief Creative Director Joe Alexander said: "There are way too many award shows and way too many without a clear purpose. The A-List Hollywood is the rare exception. It rewards the brands -- and agencies -- that are behaving in the most creative and engaging ways. Now that's refreshing."
Right, Joe. That's vastly different from every single other award event on the planet.
There's been a lot going on with Nationwide and its relationship with its agencies over the past few months. While its relationship appears to be solid with McKinney, things are not going so well
regarding its relationship with Moxie.
Confirming this, a statement from Moxie CEO Suzy Deering reads: “While Moxie will continue to work with Nationwide, it will no longer be on a retainer basis. Given this shift, we’ve begun the process of closing our Columbus office. Accounts currently serviced out of that location will be handled by our Pittsburgh and Atlanta offices. We are very proud of the work our Columbus team has produced over the years. They are a group of truly talented, dedicated professionals, and we thank them for all they have done.”
It totally sucks when an office of an agency has to shut down due to client shifts or losses. It's not fun. I've been there and know firsthand what it's like. But life goes on. Mine did. And so will the lives of everyone involved here.