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- Rory and Tiger trade drives, jibes in new Nike spot
"You'll learn," Tiger Woods say to new Nike icon Rory McIlroy at the conclusion of their first spot together. The Wieden+Kennedy commercial shows the two golfers on a range making increasingly fanciful drives into a series of cups, including one that crashes the plate glass of an office building to land in the executive's putting-practice hole. "The spot is amusing, reminiscent of McDonald's game of horse between Larry Bird and Michael Jordan," writes David Gianatasio. Adweek/AdFreak blog
(1/16)      
| Agency News | | |
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- Agency searches can be greatly improved, consultant says
Characterizing the current agency search process as too slow and costly in "a marketing world that runs at the speed of light," search consultant Avi Dan maintains that reviews are due for an overhaul. The typical search that lasts as long as six months can be streamlined and shortened to five or six weeks and "lead to a more informed pick, and a stable, long-term relationship with the agency," Dan said. He also recommends that pitch meetings be replaced with workshops, so that marketers can "evaluate how well the agencies develop strategy and creative work, how they think, their ability to work fast, and just how passionate the agency team is." MediaPost Communications/MediaDailyNews
(1/16)
| Creative | | |
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- CP+B's app for Diesel is an inspirational death-watch
Crispin Porter + Bogusky's "Days to Live" campaign for Diesel watches uses an iPhone application for a campaign that creates a "sense of urgency," writes Susan Kuchinskas. The app polls users on their habits to estimate how many days they have to live, which can be displayed in a daily wake-up call along with an inspirational message. ClickZ
(1/16)
| Media | | |
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- CBS to divest itself of outdoor-ad business
CBS Corp. is divesting itself of its outdoor advertising business, which accounts for about 13% of its revenue. CBS Outdoor in the Americas will be converted into a real-estate investment trust, and the European and Asian units will be sold off, moves that could combine to bring in $5 billion. Chief executive Les Moonves hinted in the past that he considers CBS a content company and that outdoor was not a core asset. The Wall Street Journal
(1/16)
| Trends & Research | | |
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- Few media outlets cry foul over bad language in ads
Ads crafted for the millennial generation are using coarse and explicit language to break through the clutter, writes Stuart Elliott. Ads for Fresh and Sexy intimate wipes by Playtex, for example, use slang to refer to body parts and sex acts. Other advertisers have entered the world of "The Office" character Michael Scott, who favored "That's what she said" jokes to turn everyday discourse into a dirty double entendre. "It's the idea of innuendo, that everything is open to interpretation," says Elaine McCormick, a Gray New York creative director. The New York Times (tiered subscription model)
(1/16)
- A Super Bowl advertising playbook
Super Bowl advertisers should not ignore strategy just because they've got buzz-making creative to field, writes Steve McKee. Be sure your message is relevant, simple, visual and has the kind of production values that make it worth the investment. Don't be afraid to provoke thought, as Apple spots have, or stir emotions, as Mean Joe Greene did for Coke. Also, make the Super Bowl spot part of a integrated campaign. "Today, every Super Bowl advertiser looks for a way to make its commercial endure after (or before) the game, and new online and mobile media options continually expand the possibilities," McKee writes. Bloomberg Businessweek
(1/14)
| Marketer News | | |
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- Audi leaves behind the inaugural party as nation's mood shifts
Despite having reached an estimated 30 million people with its unprecedented advertising push during the 2009 inauguration of President Barack Obama, Audi has decided to bow out this time around. "It's just a different climate," says Audi's general manager of brand marketing, Loren Angelo. "America really recognized that election and potentially the inauguration as a real point of change and progressive movement in America. We saw from Americans there was a feeling of change regardless of your political affiliation." Advertising Age (tiered subscription model)
(1/16)
| Technology | | |
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- Gracenote, Invidi to collaborate on targeted, real-time TV ads
Gracenote, a Sony Corp. unit that specializes in music- and video-recognition tools, is moving into the TV ad business, via a partnership with addressable ad technology firm Invidi. The combination of the two will give marketers the ability to target certain viewers in real time based on household and individual demographics. "However, there's a slight catch," writes Mike Shields. "Gracenote needs to get lots of TV networks on board. Otherwise, there's nobody out there to sell its addressable TV offerings, and no inventory to optimize." MediaPost Communications/MediaDailyNews
(1/16), Adweek
(1/16)
| Association News | | |
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Talent & Development: Final Call for 2013 New England Institute of Advanced Advertising Studies
Registration closes Friday, Jan. 18, so don't miss this chance to sign up. The 4A's New England Institute of Advanced Advertising Studies has been training the city's best and the brightest in the agency business for more than 25 years. IAAS is a fantastic experience and resume builder for the next generation of advertising leaders, who will be able to pitch this year's client, Boston Cannons of Major League Lacrosse, at the end of the course.
The program runs from Jan. 25 to April 26, and has limited seating. Sign up today.
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NYC Seminar Alert -- How to Sell Creative Work to Clients
Sell your creative ideas effectively to achieve your goals. Join Filament President Mark Schnurman for this all-day workshop hosted at 4A's headquarters in midtown Manhattan, where you will learn persuasive techniques to better sell traditional and digital creative and establish your credibility. Become more engaging and enthusiastic and find out how to respond to difficult client questions.
Member and non-member pricing available for this Feb. 28 event. Sign up today.
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