So by now you've all seen hundreds of those #ALSicebucketchallenge videos, right? You know the ones. People on Instagram, Facebook and Twitter promising to donate to Amyotrophic Lateral Sclerosis Association while dumping a bucket of ice water over their heads and tagging three others to do the same like a chain letter in elementary school? Yeah, you know what I'm talking about. Well, now, just like every other meme an ad agency gets its hands on (think Harlem Shake), it's been taken to a whole new level. RPA Executive Creative Director Jason Sperling amped things up a bit and added a Flashdance spin to his effort. Check it out on YouTube and Facebook .
Last week, ad-tech companies Turn and TubeMogul engaged in a very public spat about which company lies the most and slings the most bullshit. First, Turn sent an email to its subscribers blaming TubeMogul for questionable practices. Then, TubeMogul shot back with a blog post, "The Real Truth About Turn's Lies" in which it took Turn to task with a point-by-point rebuttal. Really, people? Are we adults or two-year-olds in a sandbox hurling sand in each other’s eyes?
Another creative heads to the Left coast. Huntington Beach-based Grupo Gallegos has tapped Marty Orzio as its new chief creative officer. Orzio travels to California with 10 years of experience as Chief Creative Officer of Gotham in New York and Energy BBDO in Chicago. After two years as CCO at Gotham, the agency was named #1 Agency to Watch by Ad Age, having won clients like Denny's, Best Western, and Chobani Yogurt and numerous awards. He saw similar success at Energy BBDO, where Orzio helped grow the agency by 50% in three and a half years, winning brands like Wrigley’s, Dial, Jim Beam Brands, and Starbucks, to name a few. Of joining, and the agency's focus on multicultural marketing, Orzio said, "The agency is successfully moving multicultural marketing from a niche conversation to a part of a brand's overall business and growth agenda. Grupo Gallegos calls it 'New Americanism,' helping brands effectively adapt to this economic, social, and cultural transformation, an approach that has been rewarded by numerous awards for creativity and effectiveness already this year."
And here's why agencies should be scared. Very, very scared about their future. Speaking to iMedia Connection's Lori Luechtefeld on the topic of agencies as the long-suffering middleman, she spoke with Weber Shandwick CCO Josh Rose who said, "More and more, the smartest people about a brand's earned media are the people at the brand. They have historical knowledge that, over time, becomes less and less replicable at the agency level. Traditionally, the marketers who wanted to stay on the edge of popular culture found themselves at agencies. Something about that environment promoted the kind of contemporary thinking you couldn't find in corporate walls. That's not the case anymore. Incredibly cool and knowledgeable people now sit in marketing departments, holding the reins on the fastest-growing media properties in the portfolio." So, agency peeps, what are you going to do about this?
Brooklyn artist Maya Hayuk spoke with Starbucks agency 72andSunny over the course of eight days regarding her artwork and how it might be incorporated into promotional work for the new Starbucks
Mini Frappuccino. But after the eight days, she told the agency she was too busy to create new work and the talks ended.
Upon launch of the Mini Frappuccino, Hayuk felt the rainbow-style artwork was a bit too similar to work of her own and she filed a $750,000 copyright infringement lawsuit against Starbucks saying the finished product was "strikingly similar" to her work.
The lawsuit states: "Starbucks brazenly created artwork that is substantially similar to one or more of Hayuk’s copyrighted works.” Hayuk's lawyer added: “When things like this happen, it cheapens the value of the art -- it’s really true. And her only source of income is her art.”
For its part, a Starbucks spokesperson said: “We are aware a complaint has been filed, and we are investigating the allegations.”
It seems the "hook up" is the predominant theme at Cannes Lions this week. Just like Barbarian Group's Dumb Phones, Virool's "Cannes We Meet" helps delegates connect with other
Cannes We Meet is a web app that works just like Tinder. After you visit the site and log in using LinkedIn, you can swipe right to meet or left not to meet in a manner very similar to the Tinder dating app.
Of the app, Virool CEO Alex Debelov said, "We know that clients meet agencies, agencies win business, startups win funding and products find buyers. Now we're helping bridge that gap and propel our industry forward."
Nice effort though I'd venture to say that I'm not all that far off base when I suggest rose-fueled delegates are thinking about propelling forward something entirely different than the industry while boozing it up in Cannes.
Leading up to and during Cannes Lions, a handful of the world's best and most respected creatives convene on jury panels in Cannes, France to judge the world's creative. These judges are the cream
of the crop. Any agency would love to have them work for their shop -- but how does an agency reach out to all these amazing creatives all at once? Easy. Turn your Cannes Lion entry case study
video into a recruitment ad.
180LA did exactly that by submitting a case study video of an entry into four Lions competitions; Film, Press, Direct and Radio. So as jury members were in the midst of reviewing hundreds of entries, they were also delivered a sneaky recruitment video. Quite brilliant actually, and from the tweets some of the judges sent, the stunt seems to have gone over quite well.
Y&R/Bravo Miami VP Creative Director wrote: "Hey @180LA thanks for the offer in the middle of the judging process. Lol. I'll call Monday." Proximity Creative Director Eva Santos wrote, "A case study just called me by name and offered me a job. Great idea @180LA #canneslions "lionsjudging."
Delivered with the drollest of droll voice overs, jury members, if not interested in the offer, are asked to "pass this idea to the shortlist and help change the life of another CD."
Check out the video here.