Search by name, company, title, location, etc.

Mallory Russell

Member since January 2009 Contact Mallory

  • Account Coordinator Draftfcb
  • 1160 Battery Street
  • Suite 250
  • San Francisco California
  • 94111 USA

Articles by Mallory All articles by Mallory

  • The Super Bowl Will Be Measure Of Facebook's Video Success in Video Insider on 01/27/2015

    When Facebook announced last fall that its video metrics would be made public, the media began to speculate. Would this data prove that Facebook had the potential to overtake YouTube as a video platform? We've learned a few things since then.

  • Why Is It So Quiet? It's Almost the Super Bowl! in Video Insider on 01/22/2015

    It's now less than two weeks before the Super Bowl, but it seems oddly quiet in adland. By Jan. 21, 2014, a total of 19 brands had released teasers and/or full Super Bowl ads that were driving viewership. This year, I can count on one hand the number of actual Super Bowl spots I have already viewed.

  • Newcastle Redefines Super Bowl Ambush in Video Insider on 01/15/2015

    No, there is nothing new about the brand ambush - capitalizing on an event without paying for TV time or sponsorship. Nike has built a reputation (and a strategy) as an ambush advertiser during both the Olympics and the World Cup. Nike's ambush creative never fails to drive viewership, buzz, and media coverage. The same cannot be said for most brands that try to ambush events, especially during the Super Bowl, when campaigns are generally artless and overplayed. But last year, Heineken's Newcastle Brown Ale showed us all what a proper Super Bowl ambush might look like with "If We Made It."

  • First Video Hits of 2015: Looking Back And Then Forward  in Video Insider on 01/08/2015

    As 2015 begins, the industry is looking back at the biggest trends of 2014 and predicting those that will dominate 2015. Looking backward -- even if it's only to the events that happened a year ago or two weeks ago -- plays on our love of nostalgia, one of the most powerful and unifying emotions. Looking forward -- be it two weeks or 20 years -- stirs up feelings of hope, again an emotion that inspires and excited. Content that delivers on a message of hope is the kind that viewers or readers like to share. Here's a look at how brands are using these two kinds of messages in videos.

  • Top-Viewed Videos Channel Xmas Spirit  in Video Insider on 12/17/2014

    The holidays are finally here! It's a time to gather with family and friends, to share traditions, and to enjoy all that the season has to offer. But before we take a break to start the celebrating, let's recap those brands that best embodied the holiday spirit this season. The top 10 campaigns of the 2014 holiday season, as of Dec. 16, are:

  • Samsung, Wieden+Kennedy Portland Reach Most Viewers With Branded Video This Year in Video Insider on 12/10/2014

    It's no secret that viewership of branded video is on an upswing. Average viewership of the top 10 branded video campaigns increased from 69.4 million views in 2013 to 83.4 million views in 2014. Two creators of popular viral ads had banner years in 2014, with Samsung emerging as the most viral brand of the year for the third year running, and Wieden+Kennedy Portland emerging as the agency with the most viewed video of 2014 thanks to its work for Nike.

  • Wren's 'First Kiss' Overtakes World Cup Campaigns As Most Viewed Campaign of 2014 in Video Insider on 12/03/2014

    Wren, a small fashion brand, surprised the industry by producing the most-viewed campaign of 2014, overshadowing World Cup campaigns from Nike and Samsung.

  • The Top Brands And Agencies Driving Branded Video, Q3 2014 in Video Insider on 11/17/2014

    Q3 2014 was a watershed moment for branded video, as audiences watched it 2.9 billion times during this timeframe largely because of World Cup mania and the influx of new smartphone ads. But branded video also reached its apex last quarter because of the unparalleled creativity we are seeing from forward-thinking brands and agencies that want more immersive ways to share their stories with consumers.

  • Branded Video Hits Its Stride In Q3 2014 in Video Insider on 11/06/2014

    Audiences chose to watch branded video more than 2.9 billion times in Q3 2014, due primarily to the continued global interest in World Cup campaigns and growing levels of activity from smartphone brands in September. According to Visible Measures analysis, views increased 3% over Q2, when World Cup mania was at its peak. This means that viewership of branded video was at the highest rate it has ever been to date in Q3 2014.

  • Where Are All The Big Halloween Video Campaigns? in Video Insider on 10/30/2014

    Brands love to create online video campaigns for big events. They produce a plethora of content for the Super Bowl, the World Cup, the winter holidays, April Fools' Day, and Mother's Day. And yet, few brands produce online video content for Halloween, despite a Harris Poll finding that Halloween is the third favorite holiday among Americans, after Christmas and Thanksgiving.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.