BBDO New York has created Thinx's debut TV campaign in the US, which features a spot that shows how different life might be if men had periods too and ends with the copy, "If we all had them, maybe we'd be more comfortable with them." The ad is running across 18 TV networks and marks the first time a period-absorbing underwear brand has advertised on TV, and BBDO New York's Crystal Rix says, "Our goal was authenticity and empathy," adding, "So much of the industry and culture uses ridiculous euphemism to talk about periods."
Preparing for 2020: Trends to watch in media With the media landscape constantly changing, how can agencies and brands ensure that they are prepared for what's next as they head into 2020? What strategies and approaches work best to remain competitive and attract new business amid rapid digital transformation? Join marketing leaders from NetSuite and the Belfort Group for a webinar on 10/17 at 2pm EDT. Register Now
We Believers' "Only for Mexicans" campaign for Burger King Mexico features a short film that shows the reactions of real American tourists in Cancun to the chain's spicy Mango Habanero King burger, which include sweating, expletives and a man desperately saying, "I just want a nice plain burger man." We Believers' Gustavo Lauria says, "Some of them couldn't even talk when we stopped them outside of the restaurant to ask them what they think about the burger."
FIG's campaign for the Children's Hospital Colorado, "Incredibly Different Care," features a series of spots that show children explaining how their bodies work differently and that's why their parents should take them to hospitals specializing in pediatric care. The push features TV, online video, display, print, digital audio, paid social and out-of-home advertising.
Deutsch North America CEO Mike Sheldon talks about his decision to leave the agency in December, why he stayed so long, his proudest moments and what he thinks are the biggest challenges creative agencies face. "There is a huge role for creative agencies and their ability to create big ideas that drive the business," he says, adding, "It takes making sure you invest in the right talent so clients always know you're there building their business."
Quirk Creative's Gaelan Draper shares why TBWA Media Arts Lab's "Bounce" spot for Apple is his favorite recent creative. "The concept is spot-on simple. In a world where life is hard, technology frees a man from the hardship," he writes, adding, "While advertising typically over-explains, 'Bounce' retains a sense of cool and mystery."
With the ranks increasing among cord cutters and 71% of internet users turning to OTT devices to watch video, marketers are still looking to crack the code on OTT ad investment. Roku and advertising and analytics platform Innovid have launched a solution that allows marketers to compare linear and OTT data at scale, and a panel talked about the implications of the solution at Advertising Week in New York. Read more
General Mills' former chief creative officer, Michael Fanuele, has been appointed as president of Assembly and will be responsible for taking the lead on data-driven solutions, talent and technology for the agency as well as across the MDC Media Partners network. "Michael draws on his unique and rare ability to think like a client and engage like a creative, to inspire us to be a better media agency -- not just one that manages media plans, but one that helps our clients find new growth," says Assembly and MDC Media Partners CEO Michael Bassik, to whom Fanuele will report.
Digital advertising and content recommendation platform Taboola plans to purchase competitor Outbrain, giving the new entity a combined monthly reach of 2 billion people and the intention to take on powerhouses Facebook and Google. ADmantX's Nick Welch cautions that, since neither are "particularly known for their premium or 'quality' headlines," the new company will have to "adapt" to publishers and brands' brand safety sensitivities.
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