Communications agency creates slightly lighter sequel to its collected works
First there was 2 kilo of KesselsKramer, a book that was more like a brick. Published by PIE books, this hefty tome contained all of the Dutch communications near manic output over ten years. Every piece of work from the very good to the not so very good was included.
In their annual Best Global Brands report, Interbrand, a leading brand consultancy, interviewed CMOs and top marketing executives to discuss the changes in brand management over the past year, the current trends across and within sectors, and the pivotal role of brands in a new era consumer expectations. Interbrand publishes the ranking of the top 100 brands based on a unique methodology analyzing the many ways a brand touches and benefits an organization, from attracting top talent to delivering on customer expectation. What contributes to a brand's value? The financial performance of the branded products or services, the role of brand in the purchase decision process, and a brand’s ability to continue to secure earnings for the company.
The Inspiration Room is one of the most popular creative portals online. TIR recently released a iPhone app (free). You can view the best in advertising, photography, illustration, post production, marketing and design inspiration from over 216 countries.
Horizontal and Landscape mode for all content
The ability to save branded wallpapers to the iPhone and save images
Very fast download time for video, articles and web browsing
Today, legendary film director Sir Ridley Scott announces Porcelain Unicorn from American director Keegan Wilcox as the winning short film in Philips’ Tell It Your Way film-making contest. See the announcement.
The Top 10 Agencies ranking identifies the individual agencies that have produced the most awarded creative talent in the 10 years since the YoungGuns were founded. Work from these agencies can be found here.
Home Run Inn (HRI) Halloween Promo Videos Feature Past Customer Film Submissions:
Home Run Inn, Chicago’s Premium Thin-Crust Pizza, is holding its 3rd annual “Halloween Video Challenge” together with their global advertising agency, Blue Chip Marketing Worldwide. HRI is on a quest to find the most creative, pizza loving CRINGE-WORTHY horror film featuring HRI’s scary-liciously good pizza. Starting Monday, September 27th through October 18th, participants can submit their original two-minute HRI horror film to www.HomeRunInnContest.com where online voters and a judging panel will choose the most frightful flicks. Fifteen finalists will move on to the second round and online voters will ultimately determine the Grand Prize winner, announced on or around October 26th. The winner receives $2,500 and a Halloween Party in a box for 25. The top 15 finalists received HRI pizza for one year and a Flip video camera.
When you are Nike, you just do it. There's absolutely no point being timid or ordinary. You blaze trails, create trends, draw attention.
Access created Nike Extreme experiences around the globe. Here are a few of our concepts in which they uses the Nike singular swoosh power to create serious buzz. The kind of buzz that goes viral because people love it. Because they are having fun doing it.
Do annoying jingles, creepy animated characters, and cheesy celebrity endorsements in advertisements rile you up? If so, Consumerist.com wants you to vote! Kicking off today, Consumerist.com is on the hunt for the worst ad in 2010—and no company is safe.
“Every day we are bombarded with commercials that we have no control over,” said Meghann Marco, Executive Editor of Consumerist.com. “Now is the chance for viewers to shout back and put their worst commercials on the chopping block for all to see.”
In mid-August, the editors at www.Consumerist.com asked readers to name the worst commercials currently airing on TV, and the response was overwhelming. The only qualification placed on potential nominees, aside from being grating, overplayed and obnoxious, was that they had to be for national brands, and air during 2010. Among the ads that drew complaints were those for Progressive Insurance featuring “Flo, the Progressive Girl” and those for the yogurt Activia, featuring actress and pitchwoman Jamie Lee Curtis.
On Wednesday, September 22, Consumerist.com will post the full list of nominees and open the door for voting on the worst of the worst. Categories will include:
Absolute Worst Ad In America
Most Grating Performance
Most Annoying Animated Character
Celebrity Who Apparently Lost The Most Money In Housing Crash
Duo Or Group That Most Needs To Be Broken Up
The winners in their respective categories will be announced on Wednesday, September 29 and will receive the coveted “Fast-Forward” Award. All winners will be based on consumer votes.
Click here to visit Consumerist.com and view the 2010 nominees this Wednesday, September 22.
Jack Link's® Beef Jerky, the No. 1 U.S. meat snack brand, is giving film and advertising students a chance to create their own Jack Link's TV commercials. The “Messin' With…? Student Film Contest” invites students to create and produce a 30-second TV spot using Jack Link’s award-winning Messin' With Sasquatch advertising campaign as their guide.
“Since its introduction in 2006, Jack Link's Messin' With Sasquatch campaign has achieved cult-like status and fans across the country have posted thousands of parody and tribute videos online,” said Jeff LeFever, director of marketing, Jack Link’s Beef Jerky. “The Messin’ With…? Student Film Contest asks film students to put their own unique spin on the original ‘Messin’ With’ theme without using Jack Link’s brand icon, Sasquatch.”
Video entries may be submitted via e-mail (less than 20MB) to email@example.com beginning Sept. 1 through Oct. 20, 2010. All entries will be available to view online. At the end of the submission period, a panel of judges representing Jack Link’s Beef Jerky will choose one winner that exemplifies the spirit of the “Messin’ With” campaign in the most original and creative way.
The winning submission will air on ESPN during the 2010 World Series of Poker Final Table this November. In addition, its creator will receive a Sasquatch-sized prize package worth $2,500—including round-trip airfare for two to Las Vegas, a two-night stay at the Rio® All-Suite Hotel and Casino, two tickets to attend an exclusive World Series of Poker viewing party in Los Vegas to view the winning TV spot live, an expense allowance, product and other prizes.
The official contest rules and regulations are available online.
Many of you asked for a specific feature for Ads of the World. The ability to create complex queries. For example all Automotive Print ads from Asia. Before you could only select one vector. Either Automotive, Print or Asia. Now you can mix and match as you like using Category Browser. For now it's only available for logged in users and you can find a link to it under your account.
It's a very server intensive feature, so we have to run it in beta for some time before we can be sure it's stable. Please test it and let me know if it works correctly. Thank you!
Advertising is known to break taboos since before the scandalous Benetton campaigns breaking down the taboos of race, sex and politics. This campaign is now taking a stab at religion and picking on widely publicised scandals around it, such as pedophilia in the Catholic church and tele-evangelists making fortunes by commercialising religion. According to Wikipedia church attendance in New Zealand is around 15% and it must be even lower among the young population. So, it's safe to say the campaign will not be opposed by too many down under.
Marcel Knobil, founder of the Creative and Commercial advertising agency, shares his advice on how best to achieve a successful career in advertising and branding.
Those looking to start or further their advertising career, will benefit greatly from Marcel Knobil's insightful answers to the following questions:
"What elements are needed to succeed in the advertising industry?"
"What do you look for in a job candidate?"
"How should one dress for a job interview in the advertising industry?"
"How should one prepare for an interview in the advertising industry?"
"What does a marketing or advertising graduate need to know?"
"How important is a candidate's work experience and education?"
Guest post by John Thomson, President and CEO of Saepio
When we think of big brands, specifically the management of their reputation and marketing activities, it’s easy to imagine remotely located think tanks with extensive security that could rival Fort Know. But in reality, many of the world’s most well-known companies trust the management of the core of the brand – its assets – to someone else.
It’s easy to understand – and sympathize with – these brands that are stretched across the globe, having to tailor to each region, its customs and culture. I remember being at a CMP conference in 2008 and the CMO of one of the most successful and well-recognized producers of personal computers told a story about how when he got to the company, they had 800 different agencies throughout the globe. Each one was creating and executing totally inconsistent marketing campaigns in the attempt to be more appealing to the local market. And then, they were able to take that number down from 800 to 200, and surprisingly that was a tremendous feat!
Enter the age old question... what’s better? Letting marketers come up with their own, local, relevant campaigns or using repurposed material that “corporate” has created?
The problem with a corporate “one size fits all” is that nine out of 10 times, it doesn’t. You lose an entire market and waste your campaign budget with an irrelevant advertisement. On the other hand, everyone has seen the example of local-led marketing gone wrong – totally inconsistent with the overall look and feel of a brand, which should solicit the same feeling from its customers whether they are in San Juan or Bangladesh. I am a true believer in a happy medium, where guidelines can be set forth to ensure consistency while still making relevant to local consumers.
The solution to a brand divided? Treat content in a rules-based manner and keep your global marketing teams up to date with fresh, relevant content components that they can use. This way, they can assemble marketing campaigns that are compliant and consistent with the brand, while also locally relevant. To accomplish this, global brands have to figure out how to make sure that every marketer in every corner of the globe first has access to these assets and, equally important, knows how to use them. With these processes in place, the need for a local agency is eliminated and brand consistency and integrity is maintained.
Each day Humble supplies enough energy to melt 7 million tons of glacier!
This giant glacier has remained unmelted for centuries. Yet, the petroleum energy Humble supplies- if converted into heat- could melt it at the rate of 80 tons each second! To meet the nation's growing needs for energy, Humble has applied science to nature's resources to become America's Leading Energy Company. Working wonders with oil through research, Humble provides energy in many forms- to help heat our homes, power our transportation, and to furnish industry with a great variety of versatile chemicals. Stop at a Humble station for new Enco Extra gasoline, and see why the "Happy Motoring" sign is the World's First Choice!
If you're reading AotW regularly you must remember the student work created by Breno Costa and Guilherme Souza from Brother Ad School, Buenos Aires, Argentina for Matchbox featuring sexy barbie dolls.
Once the young creatives saw how well the spec campaign was received they decided to take it further. Now, there is a website for the project and they refined the execution of the calendar with better photography. Enjoy the toy porn, click the image above for a larger image.
I'm happy to announce that we now support video playback on Apple mobile devices, such as the iPad, iPhone, iPod Touch and other mobile devices such as Android and Blackberry.
More than 7,000 people visit Ads of the World form their mobile devices every week and I wanted to make sure the experience is comparable to what you get on your desktop. The most popular device currently by far is the iPhone, followed by the iPad that is coming up strong. These two devices are now perfect for getting your daily fix of ads from AotW. The videos are small enough to be enjoyed even through your 3G connection if WiFi isn't available.
You can see a few screenshoots of how videos look like on the iPhone and the iPad.
Because the iPhone's screen is small, the videos do not play in-line, but open in full screen when you press the play button.
Here you can see all the controls of the full screen video playback on the iPhone.
On the iPad the experience is even better because of the larger screen real estate.
You can see the video plays inline within the page.
Is the use of music and sound in online marketing becoming more important to advertisers? From slick interactive websites to mobile phone applications, advertising music may be finding a critical new capacity as advertising moves across platforms. Some of the most significant activity in this area is taking place in New York City, where a collective of instrument-wielding composers and producers from music house Nylon Studios recently settled to introduce North America’s advertising community to its innovative brand of music-making and sound design.
Ivan Raszl talks to Nylon executive producer Mark Beckhaus about the music studio’s recent move to New York and their growing expertise in interactive ad tune creation.
Q: How’s the move to New York City going? Is it different here than working in Australia?
It’s been great. In Australia we’ve been the dominant player in our field for many years, so it’s been exciting to come into the US and to feel like the underdog. But big in Australia is not big here – in the US we are considered small and boutique. Making the move to this new market has definitely pushed us professionally and creatively. Fortunately we’ve always done well in international competition, so there was recognition of our brand here from day one.
The letter the Campbell Soup Company sent Andy Warhol concerning his famous paintings of their soup cans in 1964.
Following the success of Andy Warhol’s 32 Campbell’s Soup Cans, a product marketing manager at Campbell’s, William MacFarland, decided to express his admiration for the Pop artist’s work by sending him this fan letter, along with a couple of cases of tomato soup.
Can you imagine that happening today? There's simply no way. Instead, you'd get a legal nastygram cease & desist, with all sorts of claims about trademark and a likelihood of confusion and demands to hand over the paintings immediately. And then people would defend Campbell Soup, saying they "had to" defend their trademark. How quickly the world has changed.
Kabam, formerly known as watercooler inc., plans new games and brand partnerships
REDWOOD CITY, Calif. (August 3, 2010) – Underscoring its new focus on real games for social gamers, Watercooler Inc. today announced its new name: Kabam, under which it will produce and distribute a wide range of titles for social networks and for its own newly launched consumer site, Kabam.com.
“Our name change corresponds with a shift in business focus. The future of Kabam’s business is serving social gamers looking for deeper gameplay, whereas Watercooler was about serving the sports and media community,” said Kevin Chou, CEO of Kabam. “By carefully combining the best elements of traditional gaming with the rich interaction of social gaming, we are focused on serving social gamers looking to play real games.”
World Web Network (WWN), a leading online international advertising sales agency, today introduces a ground-breaking technology that will change the way online-branding campaign effectiveness is measured. WWN’s new system, Brand Exposure Duration (BED), precisely monitors the visibility time of each banner on a Web page, enabling clients to evaluate the effectiveness of each ad and make changes to maximize viewing duration. This technology will not only help advertisers optimize their campaigns based on efficient ad placement, but will also help Web publishers sell ad space with proven statistics to back it up.
“We’re always looking for new ways to bring value to our clients, and this system, combined with a worldwide network of publishers, sets us apart from the competition,” said Jay Kelty, managing director, World Web Network, U.S.
"In a digital world, online ad spending still pales next to TV and print ad buys. This is largely due to the limitations of current measurement tools to effectively gauge online branding exposure,” said Pierre de Grandmaison, founder, World Web Network. “With Brand Exposure Duration technology, WWN provides clients with statistics that show the amount of time each user spends with each impression and how many impressions are actually.
This game-changing technology was created by France-based company, Alenty, and is exclusive to WWN. Its intuitive design precisely measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric. For a demonstration of the technology positioning WWN as an innovative leader in online advertising, visit this link.
With the recent opening of its New York City office, WWN is expanding its reach to provide a more personal contact stateside. The eight-year old company has a network of more than 350 Web publishers in 50 countries, providing clients with a one-stop solution for maximizing their global branding campaigns. The company services global brands, such as Air France, Allianz, Barclays, Cap Gemini, UBS, Gemalto, Skyteam and BNP Paribas.
HUGE, the fastest growing digital agency in the US and part of the Interpublic network just created and launched a groundbreaking new social platform, called Perfunkt for Electrolux, through their AEG brand. Perfunkt represents the biggest bet on branded content and social media by a major appliance brand to date. It’s already generating new levels of engagement with consumers around branded content through stunning videos and one-on-one interactions with world-class chefs.
Many consumers shop for ovens, refrigerators and other AEG/Electrolux products only once every seven years. So how can a company like Electrolux build meaningful engagement with consumers on an ongoing basis? How can they take their brand attributes and knowledge and make these things active?
Perfunkt solves these problems for AEG and encourages two-way conversation. Original and sourced content challenges users to contribute videos, comment, vote and embark on their own personal quest to perfect gourmet skills and other household techniques. With Perfunkt, AEG is leading the way in changing how brands interact with consumers online, while challenging the well-worn Facebook/YouTube/Twitter marketing conventions.
It all started around a year ago when two young creatives working in London created this video for Hewlett Packard in response to a student competition.
HP have since approached them about the film that they made, and they have commisioned them to make a sequel to the original film.
This is an experimental project for HP overseen by Edelman. The aim of the project is to demonstrate, in an innovative and visually compelling way, the potential of quality and reliable printing. The videos were commissioned by HP Imaging and Printing in the UK and filmed by acclaimed up-and-coming filmmakers (and former winners of 2009 D&AD Student Awards), Tom Wrigglesworth and Matt Robinson. Over the course of a week, they used HP Photosmart printers to tell an imaginative and compelling story in real time using a “stop action” animation technique.
New research shows a possible explanation for the link between mental health and creativity. By studying receptors in the brain, researchers at Karolinska Institute have managed to show that the dopamine system in healthy, highly creative people is similar in some respects to that seen in people with schizophrenia.
Twentythree agency claims they may make history and be the very first Israeli agency to win a Cannes Lions on their first year with this self promo work. We don't know for sure if they actually win anything, but it surely was well worth the effort to get noticed and get new clients.
This just in: The New York Times reports that employees at General Motors’ headquarters in Detroit are being encouraged to use the brand name “Chevrolet” instead of the long-popular nickname “Chevy.”
Oh, GM. Or should I say “General Motors”?
The switch to the more formal moniker brings to mind an analogous experience in my own career. In the days leading up to the dotcom bust, I was working for a very large Web consultancy that began encouraging employees to adopt more formal attire. “In these more sober economic times…” was how the memo read, referring to the fact that the company was bleeding money at an astronomical rate. Employees were told that collarless shirts were no longer acceptable, and jeans should be worn with discretion. Rather than instilling professionalism and pride in employees, the wardrobe recommendations made us feel even more disconnected from a brand we knew was struggling.
I imagine this is the case with Chevrolet’s employees.
The soul of a brand has little to do with dress codes or names. It resides with the employees who are the brand’s daily caretakers. Legislating formality does not elevate brand perception in the eyes of employees or the public. In fact, it can underscore management’s disconnection from their own brand reality. It also runs the risk of casting the brand as inauthentic. And no brand wants to be inauthentic.
I doubt the American public will ever abandon the name Chevy. My parents drove a Chevy Impala convertible in the early '70s. That car will always be a Chevy Impala convertible. If Chevrolet wants to revitalize its brand, taking its popular nickname away from the American people is probably not the best approach.
Now in its 4th year, Wrath of Cannes—known as the “other” awards show—is a bitter response to the self-congratulating, glad-handing, marblebag-wearing, Dom-swilling, bronzer-slathered soirees that fester up on the beach in Cannes. But make no mistake, Wrath of Cannes’ creators—indie agency Woods Witt Dealy & Sons—would rather be there. So it’s time you kicked back with a foolish, boozy, pointless celebration of the best work your overworked and underpaid souls can muster.
Now, what exactly is Cannes-tent? It is anything on video. Is a television commercial Cannes-tent? Yes. Is a print ad Cannes-tent? No. Is a video of a print ad Cannes-tent? Obviously.
Entrants must be junior level (2 years experience or less) or have absolutely no experience at all. There is no call for entry, no paper work and no entry fee. Just be sure to bring your Cannes-tent—on a thumb drive, or other removable media—by 8pm the night of the show. Entries will be judged in real-time, and The Grand Coney (see attached photo) will be awarded at the end of the night.
When: Wednesday, June 23 @ 7pm
Where: Kabin (92 2nd Ave bet 5th/6th St)
OneMoreThingPodcast has put together a fitting tribute to the many 30 second gems that have amused us over the last five years. Thank you John Hodgman (an Apple user for over 20 years) for the role of PC, Justin Long for the role of Mac and the creative team at TBWA\Media Arts Lab for these 3 entertaining years.
You may have noticed that I upgraded the video player to work better. I'm aware there is an issue with some videos not showing the buffer bar correctly and there are issues with Firefox too. This will be resolved soon.
I'm working on several other larger and smaller things too.
As always let me know if you have any issues or comments. I appreciate your feedback!
Southwest Airlines, which is known for racy campaigns such as Hostesses in Hotpants and "DON'T #$*!% ME OVER," has rejected a new PETA advertisement on the grounds that it is too sexy for the airline’s in-flight magazine.
The ad, which promotes a vegan diet, shows an airport security X-ray scan of a trim woman wearing a bra and panties printed with the words "Be Proud of Your Body Scan: Go Vegan." Diane Ciaglia, senior account manager of Southwest Airlines' Spirit magazine, told PETA in an e-mail that the ad is "too provocative to run in our publication."
"Our ad is less sensational than many of Southwest's own promotions," says PETA Senior Vice President Dan Mathews. "The airline may have canned it because the company is based in Dallas, the heart of the beef belt."