Grey, with GLAAD, created a video series for Pantene that features four members of Los Angeles' Trans Chorus choir heading home for the holidays and sharing their emotional stories of acceptance from their biological or chosen families. An anthem spot features the four joining the rest of the choir to sing "I'll Be Home for Christmas," and LGBTQ rights group Family Equality will receive a $100,000 donation from Pantene.
Hudson Rouge has unveiled a Miami Beach mural, sponsored by Lincoln, which will act as a backdrop for the automaker's vehicles during the global art fair, Art Basel. An accompanying augmented reality experience lets smartphone users create their own colorful versions of the mural, with each line of color playing a unique musical tone via their device's speakers.
Huge revealed Pantone's Color of the Year for 2020, Classic Blue, with an immersive event in New York City that featured 360-degree projections of previous colors and animations of blue-shaded color chips from Artechouse. The experience also included Classic Blue's "official sound," Vivid Nostalgia, and was scented with a floral fragrance inspired by the shade.
RPA's Sarah May Bates explains why "The Last Ever Issue" by VMLY&R Poland Warsaw for Gazeta.pl is her favorite recent creative work. "It's like one of those rare experimental ideas that you think could never happen in reality, executed in exactly the way it should be," she writes, noting, "There is power in ending a sexist magazine in honor of promoting a new way of thinking -- it demonstrates an ethic."
Agencies are increasingly opting to use supply-side platforms over their demand-side counterparts to avoid intermediaries, cut costs, negotiate better terms and boost income from clients, writes Seb Joseph. Omnicom Media Group, GroupM, Havas and other agencies are also cutting back on the number of SSPs they utilize, and David Newman at Dentsu Aegis UK and Ireland, says "We have seen that reducing the number of exchange partners hasn't had an impact on scale or performance and has allowed us greater control over where and how we are buying."
Doner will lead a new creative network for MDC Partners that will be chaired by Doner CEO David DeMuth and include Veritas, 6Degrees Integrated Communications, Union, KWT Global, HL Group and Yamamoto. "This network will deliver unparalleled storytelling, brand building and performance to the North American marketplace," says MDC Partners CEO Mark Penn.
Digital out-of-home marketing platform Broadsign is integrating its Reach supply-side platform with Adform's demand-side platform, giving marketers access to 50,000 digital out-of-home screens worldwide. Broadsign Reach's Adam Green says the partnership "delivers new creative opportunities and ... puts DOOH in front of digital buyers who might otherwise have to seek it out as a separate purchase."
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