PSOne plays on pronunciation with "Jif vs. GIF" | Terri & Sandy says swap pancake syrup for Nutella | Preacher, StreetEasy tell New Yorkers "It's Okay to Look"
February 26, 2020
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PSOne plays on pronunciation with "Jif vs. GIF"
(The J. M. Smucker Co.)
Jif teamed with Giphy to create a limited-edition "Gif" jar of peanut butter to kick off a campaign from Publicis' PSOne that plays on the pronunciation of the brand names, and includes a social video featuring a "linjuistics" professor Gary Goodman, or as he pronounces it, "Jary Joodman," explaining why "Jif" and "GIF" carry the same pronunciation. The "Jif vs. GIF" push includes branded GIFs and urges consumers to participate in the debate on social.
Full Story: Adweek (tiered subscription model) (2/25),  Ad Age (tiered subscription model) (2/25) 
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Nutella celebrated Pancake Day with a campaign from Terri & Sandy that announced a pop-up on Feb. 29 and outdoor ads in New York City's Grand Central Station urging consumers to swap syrup for Nutella on their pancakes. Social content offers creative ideas for what consumers can do with their unwanted syrup and an Amazon Alexa skill offers recipes for pancakes and waffles that include Nutella.
Full Story: MediaPost Communications (2/25),  Ad Age (tiered subscription model) (2/25) 
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Preacher's debut campaign for StreetEasy tells New Yorkers "It's Okay to Look" for their next apartment via out-of-home ads with art from Sam Spratt that feature copy such as, "Want a landlord that won't judge your domestic partners?" The push is running across taxi tops, kiosks, billboards and the subway, and spotlights that StreetEasy's listings are "vetted and verified across all five boroughs."
Full Story: Ad Age (tiered subscription model) (2/25) 
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Market Trends
Twitter helps marketers improve tweets
(Twitter)
Twitter is helping marketers craft compelling tweets for its platform with its new Good Copy, Bad Copy program. Twitter creative lead Joe Waddington recently suggested eliminating all caps to avoid the appearance of shouting, using percentages instead of dollars, practicing restraint with hashtags and using website cards to maximize space and enhance the appearance of messaging.
Full Story: Social Media Today (2/25) 
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How this CMO helped Crocs step up its cool factor
(Cate Gillon/Getty Images)
Terence Reilly, Crocs global chief marketing officer, attributes the brand's 20% year-on-year growth to a campaign focusing on "making the classic silhouette an iconic symbol," a novel KFC collaboration, TikTok activations and an-in house team that's adept at amplifying messaging and conversations. "[We've] just been really fortunate to have a fast-moving team of marketers here who have really helped to rejuvenate and reignite the brand," said Reilly.
Full Story: The Drum (free registration) (2/25) 
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Encourage employees to be curious about each other's cultural background and open up about themselves, writes Ira Bedzow, director of the Biomedical Ethics and Humanities Program at New York Medical College. "Organizations cannot assume that their employees will be aware of the different social, cultural and religious norms of the diverse employees with whom they work," Bedzow writes.
Full Story: HR People + Strategy Blog (2/20) 
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Interactive
Amazon testing "neural-network-based" AI chatbot
(Pixabay)
Amazon is using what could be a truly unique artificial intelligence language version to test a customer service chatbot capable of conducting real-time conversations with original dialogue. The AI chatbot is being tested to help human agents but the company intends for it to be used directly with customers, and Amazon's Jared Kramer wrote in a blog, "We are unaware of any announced deployments of end-to-end, neural-network-based dialogue models like ours."
Full Story: Adweek (tiered subscription model) (2/25) 
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The time has come when advertising in some hands has reached the status of a science.
Claude Clarence Hopkins, member Advertising Hall of Fame
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