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.
Are you going to SXSW? Do you want a new job? Then, it appears, you might want to hook up with Saatchi & Saatchi, which is opening up a Dallas office and will be trolling the streets of Austin
during SXSW for new hires.
The new office is for the agency's Team One unit, which focuses specifically on the Toyota and Lexus accounts. The agency's move to Texas is in reaction to Toyota moving its U.S. sales and marketing operations to Plano, Texas.
And so between barbecue and overcrowded sessions, head over to the SXSW Job Market at the JW Marriott (Floor 2). The hours are Friday, March 13 from 10 a.m. to 6 p.m. and Saturday, March 14 from 10 a.m. to 6 p.m.
While every morning she's grateful her clients haven't become part of some social media disaster and Twitter is her go to outlet for news, Huge (no, she isn't huge -- that's the name of the agency)
Director of Earned Media Alyssa Galella says that if she weren't working at Huge, she'd love to be "a detective. Or work in an animal shelter. I would basically be Ace Ventura, Pet Detective."
That's an interesting goal for a woman who was recently named one of PR Week's Innovation 50 or who accomplished a killer social media stunt by sending 99 boxes of Cap'N Crunch cereal to Jay-Z who later mentioned the stunt on the radio. Of course, yes -- she's just kidding, but Ace Ventura who certainly was a character. And I like people who aspire to be interesting characters.
But what's most interesting about Galella, who is far from being an old timer, is her wise view of social media today. She says, "There's no longer a dividing line between 'media' and 'social media.' You need to be fluent in both traditional media relations and social media to do your job most effectively. Most of what I've learned hasn't been on the clock, either -- take the initiative to read a ton, be active on social media, attend events, and take classes you're interested in." You know -- become educated in the ways of life.
Thank God. Someone who doesn't think Facebook, Twitter and Snapchat are the only valid forms of media in existence.
The Warc 100, an annual list of the best agencies based on an analysis of winning campaigns across 87 different award events or competitions, has named Lowe Lintas India the number one agency on its 2015 list. The agency scored 213 points and was closely followed by AMV BBDO with 191 and Colenso BBDO with 148.
Of the recognition, Lowe Lintas
India CEO Joseph George said: "We have had a terrific run on creative effectiveness this year across the globe; and all the accolades have further reinforced our belief in the type of work we want to
do and believe in."
Chicago's Starcom MediaVest Group Chicago was named top media agency, followed by PHD Mumbai. 360i New York was named top digital agency with R/GA New York taking second place.
The Warc 100 is a ranking of top marketing campaigns and companies that the organization says is based on their performance in effectiveness and strategy competitions. The organization does not disclose the competitions that it uses to devise the ranking.