How do you grow your brand in an extremely fragmented market? For GetYourGuide [GYG], it took consumer data, timing and making a spectacular splash. Already a market leader in Europe, the travel
booking site wanted to boost their brand awareness in the United States, so they turned to out-of-home media to help. In early 2021, with news that domestic travel in the U.S. was expected to open
before Europe and the U.K., they knew it was the optimal time to strike. After collecting data on American's newly acquired habits during lock down, GYG created specific messaging on how consumers
could experience those interests in real life. Zip-code lookalike technology determined GYG's target geographic areas for the OOH placements; which included billboards to maximize reach and transit
and place-based screens to drive website traffic. The campaign cut through the clutter, resulting in a 500% lift in unaided brand awareness, while driving over 42k online conversions - - exceeding
GYG's direct response goals.
The organization has released the results of its annual WARC Creative 100 ranking of the most creative agencies, networks and campaigns in the world.
Pinterest on Tuesday began demonstrating its technology strengths with the announcement of an in-house experimental products team it calls TwoTwenty.
What do you do when a client asks you to produce a video campaign when production is completely shut down? You get creative! When Grammarly approached Stink Studios during the height of the pandemic
to create a new brand awareness campaign, that's exactly what they did. How do you produce a video ad campaign without actors, without locations and without crews? The answer: stock footage. But not
just any stock video. It needed to be quality, high-resolution footage. By working backwards- beginning with the footage, then character development, then script- Grammarly was able to achieve an
entirely production-free campaign. The process proved more cost-effective, flexible, and turned around faster than traditional live action shoots.
Artist and author Douglas Coupland created a series of slogans using machine learning, partnering with Google AI researchers who developed a language model based on his written work.
WARC interviewed both jurors and Creative Effectiveness Lions winners and analyzed the metadata from all entries and found four themes that led to commercial success.
When an average CTV commercial repeats within five minutes, a viewer's attention span -- eyes on the screen -- is just eight seconds, TVision research says.
The remit includes creative, media, PR, branding and other services. The client spent $190 million last year on measured media, according to COMvergence.
During Hall's more than 12 years at Microsoft, the company has won 11 Lions. She is probably one of the humblest ad execs you'll meet, even after Cannes Lion announced it will award her group this
year's Creative Marketer of the Year award in June.
As a QSR brand, White Castle was at the forefront of using social media to promote their restaurants, but they didn't stop there. The family owned company also extended its social prowess to their CPG
side of business. So when COVID hit, White Castle was well positioned to ride out the storm. Selecting influencers, creative concepts, personas, PR- - its marketing team flipped the traditional media
mix to elevate and leverage their message well beyond social.
If TV advertising messages are a barometer of how Madison Avenue thinks, COVID-19 peaked in the minds of the ad industry's creative departments during Q2 2020, with nearly a fifth of all U.S.
national TV advertising related in some way to the crisis.
Buyer attention is a key metric in predicting whether communications will lead to a sale.
There are brands that do what you do, but you know you do it best. So how do you let everyone else know that? If you're AT&T, you produce impactful creative and devise a hyper-targeted, eye-catching
media strategy. AT&T enlisted a popular social influencer and artist to create 30 unique executions that targeted decidedly distinct groups with artwork and animation.
"Don't use small data to answer a Big Data question," said data scientist Zach Baze, chief intelligence officer at agencies Leo Burnett and Hawkeye.
How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination
marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that
align with the interests of its target audience, the "creative class".
Creative talent flooding into the marketplace will spur a new wave of entrepreneurs, establishing businesses that deliver agency and marketing services. Agencies like Dentsu, Havas, IPG, Omnicom,
Publicis, and WPP will recover in 2021, but will not look the same, says Jay Pattisall, Forrester principal analyst. Virtual workplaces and an emphasis on digital execution point to combining
technology and talent.
VidMob's Insight Stream platform surfaces a continual stream of insights from data that tells marketers why the creative works or does not work at any given time. It also provides the ability to do
something with the information.
Finish on a moment of high emotional intensity and your video ad is far more likely to be recalled.
The number of COVID-19-related TV ad creatives airing on national TV and local TV stations doubled from the end of March through mid-April, Nielsen says. For the week of April 13-19, COVID-19 messages
tied to major brands represented 19% or 491,839 ad units of the total amount of U.S. ad units on national and local TV -- 2.62 million during that period.
Most are not expecting a bounce-back in the fourth quarter -- and it could be creatives that continue to be hardest hit.
Breaking into an already saturated market that's extremely competitive is challenging enough, never mind if you don't have the budget to back it up. That's what start-up company Puppo came up against.
The challenger brand didn't have the resources for large scale advertising. So they decided to break through the noise of the established brands with a hyper-targeted and
Looking to score big with your Super Bowl ad? How about selling your product live during football's biggest event of the year? Think it can't be done, think again. In partnership with CBS Interactive,
Kellogg aired an interactive, live streaming, connected TV (CTV) Super Bowl ad for it's potato chip brand Pringles. The spot offered viewers a shoppable experience...
Relevance and personalization are crucial to engaging consumers online, but effective personalized ads can be labor intensive and hard to scale. Not to mention the new data regulations and the fact
people are demanding privacy now more than ever. So how do marketers meet consumer demands in today's data-challenged world?
Having a quality product isn't always enough. Today's consumers are holding brands to a higher standard, and it's not enough to support a cause and then be done. Consumers are looking for consistency
from their brands. Dove's #ShowUS campaign reflects that.
Using augmented reality (AR), GS&P was able to rewrite one of the most popular U.S. history textbooks without changing it physically.
How do you generate hype around something that's no longer new? Hulu's series, "The Handmaid's Tale", was heading into it's third season, and the streaming platform needed to come up with a
buzz-worthy campaign to help increase viewership and subscriptions. So Hulu partnered with CNN's content studio to create a one-day branded art activation called, "The Shape of History."
As the diversity conversation evolves, one issue that looms large is colorism -- the practice of favoring lighter-skinned people of color over those who are darker-skinned. It is rampant across all
media, especially when casting people of color in "mainstream" advertising.
Among BBDO's new business wins this year were two assignments from Facebook, including one that named it creative agency for the social network's global messaging brand WhatsApp.
New research indicates brands may be better off if they don't tell stories -- especially if they've got an exceptionally good product.
Historically, Bravo had been known as a destination for quality reality programming. To change perceptions and become a destination for premium scripted television, the campaign had to breakthrough in
a truly memorable way.