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mcgarrybowen CFO Joins KBS as First-Ever Global COO

Christine MooreToday we confirmed that Christine Moore, who most recently served as CFO at mcgarrybowen, has left the agency to join KBS.

Moore served as CFO of world markets at IPG Media Brands before joining mcgarrybowen in May 2013 to replace outgoing partner/CFO/COO Erik Vukmirovich. In her new role, she will serve as the first global chief operating officer at KBS.

The hire follows KBS’s acquisition of London-based Albion, and part of Moore’s new responsibilities will involve winning new business and further establishing the agency’s footprint in the UK and Europe.

Moore worked in several financial positions at IPG before joining mcgarry; prior to entering the agency world, she held the position of senior group manager, advertising procurement at PepsiCo.

In other mcgarry news, today the agency announced the hiring of Katherine Lumb to serve as group planning director on the Verizon account. Lumb joins from Publicis Kaplan Thaler, where she held the VP/director of strategic planning position and worked on such accounts as Procter & Gamble Oral Care (among others). Earlier roles include VP, director of strategy & analysis at Publicis Modem and VP, creative experience director at Publicis Dialog.

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Tuesday Odds and Ends

-Pereira & O’Dell New York launches new campaign for Memorial Sloan Kettering hospital (video above). link

-Rosland Capital debuts new campaign starring William Devane. link

-Annie Leibovitz documents well-known individuals in their homes for The Corcoran Group. link

-Music And Strategy (MAS) announces the addition of Jennifer Johnson as executive producer and head of sales. link

-Full-service agency MUH-TAY-ZIK | HOF-FER announced today the addition of three veteran creatives: Creative Director Todd Bois, Senior Art Director Adam Ledbury and Senior Copywriter Guy Lemberg.

-Aardman Animations recently went through a digital rebrand. link

-Neustar announced today the appointment of Michael Schoen as vice president, marketing services. link

-Ogilvy & Mather Chicago announced the addition of Antonio Nunez as head of planning. link

M&C Saatchi Launches ‘This Is UGG’ Featuring Tom Brady


M&C Saatchi is launching UGG’s first-ever global marketing campaign, entitled “This Is UGG,” which enlists the help of veteran brand ambassador Tom Brady in the brand’s latest effort to change its perception as the official fuzzy boot of Starbucks-toting girls everywhere.

Launching today, the campaign focuses on life’s smaller moments, centered around the 60-second spot “Time Out.” In the spot, Brady shares the message that in life you only get so many time outs and you need to make them count, because you can’t back pocket them or carry them over to another day. Tom’s voiceover plays out over a scene of him driving to play golf with his father, a pastime the two have shared since Tom was old enough to play. Another spot, featuring Brady and his mother, is set to follow in October, with a third entitled “Down Time” arriving in December.

“For the new UGG for Men campaign, we started with this premise: small moments can carry as much weight as the big moments,” explained Nancy Mamann, vice president of marketing for UGG Australia. “We conceptualized the spots to capture authentic moments that relate to men across the world. For Tom Brady in particular, we explored his life off the field, along with more personal settings, to show some of the moments that he considers meaningful.”

Whether that will convince men to rush out and buy UGG remains to be seen. Stick around for behind-the-scenes footage after the jump. Read more

David Povill Rejoins Deutsch L.A. as Creative Director

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Today we learned that copywriter/creative director David Povill has rejoined the Deutsch L.A. creative team.

You may know Povill as the copywriter behind the “Little Darth” spot, and our contact confirms that he has returned to Los Angeles to work on the VW account, among others.

W+K’s Portland office snagged Povill in 2011 after the Super Bowl spot went viral (creative director Eric Springer, who supposedly championed the ad, also left Deutsch in late 2011), and he spent more than three years there as senior copywriter. During that period, he worked on Dodge/Chrysler, Coke, Facebook and, perhaps most notably, the Old Spice “Smellcome to Manhood” campaign.

Before landing at Deutsch for his initial one-year-plus stint, Povill wrote copy for CP+B, TBWA\Chiat\Day, and David&Goliath. (Sources tell us that Povill bears a striking resemblance to this guy, but we can’t confirm that fact.)

Expect new campaigns this Fall.

RPA Debuts New Work for ARCO


RPA recently debuted a new campaign for recently-won client ARCO, following Tesoro’s purchase of ARCO from BP.

The campaign celebrates ARCO’s “top tier” designation, as its gasoline “exceeds EPA minimum detergent requirements to help clean engines and maintain optimal vehicle performance.” To highlight the benefits of treating your car right with ARCO gasoline, RPA chose to show some of the ways mistreat their vehicles in a series of four 30-second broadcast spots.

The light-hearted approach works best in “Treat” (featured above), when a woman decides “If top-tier gas at ARCO helps clean my engine, maybe I should clean the rest of my car.” She then imagines all the hard work inherent in undoing the neglect, including some pretty gross tasks, before tossing an empty coffee cup in the backseat and deciding “I’ll do that another time.”

Other spots in the campaign take a similar approach, with “Embarassing” focusing on some of the moments your car shouldn’t have to witness and “Mishap” taking on minor vehicular abuse. “Try It” changes things up, focusing instead on a couple’s misguided decision to go somewhere other than ARCO for gas. Each spot ends with the tagline, ““Your car puts up with a lot. Help protect it from harmful engine deposits. ARCO has quality TOP TIER® gas for less.” emphasizing ARCO’s quality and top tier designation. The campaign began last month with one broadcast spot and an outdoor component, and currently supports the four broadcast spots with online and radio elements, as well as a revamped website.

“We have a long history working on the ARCO brand, and appreciate the challenges of the competitive motor-fuel category,” said RPA EVP, Management Account Director Tom Kirk. “The agency’s goal is to further support ARCO’s brand positioning, and this new work focuses on ARCO’s holistic value proposition around product quality and affordability.” Read more

ESPN, W+K Enlist NFL Stars for Their Fantasy League

ESPN and the NFL have reminded us several times over the past week that the football season is about to begin with help from Wieden + Kennedy New York.

In the latest pigskin-flavored spot to promote SportsCenter, the network plays on familiar fantasy football tropes, twisting the narrative 180 degrees with a bit of help from Victor Cruz of the Giants, Jimmy Graham of the Saints and a few other league employees:

After learning that the U.S. military doesn’t really use “Call of Duty” to train soldiers, we’re a little skeptical when it comes to football stars participating in fantasy leagues.

But the image is too amusing to discard, so we’ll stick with it.

Read more

Olson Engage Gets Marshawn Lynch to Kick Off Skittles’ NFL Sponsorship

Olson Engage has kicked off this season’s Skittles’ NFL sponsorship with a new spot starring Seattle Seahawks running back Marshawn Lynch.

As you may remember, Lynch’s involvement with the brand dates back to a DDB campaign celebrating the Seahawks in January, which also included a Skittles charitable auction to benefit Lunch’s Fam 1st Family Foundation. This time around, Lynch works Skittles into his training routine in a humorous 30-second spot. It’s nice to see Lynch and Skittles not taking things too seriously, and instead focusing in on the goofiness factor inherent in an athlete promoting a candy brand. Skittles promises it is just the “first in a series” of NFL promotions designed to make game day “awesomer.”

CHI&Partners Launch ‘The Mission’ for TalkTalk

CHI&Parnters is launching its latest animated campaign for TalkTalk, the fourth in a series of animated campaigns from the agency, entitled “The Mission.”

The 60-second spot tells the story of six household objects who come to life and embark on a journey in search of great TV. “The Mission” follows a doll, a garden gnome, a toy robot, a dog-lamp, and two slippers through a grand journey as they battle the elements, traversing the varying terrains of a neighborhood, before finally arriving through a doggy door to a house with TalkTalk TV. The well-animated spot pulls off the approach with style, making for a fun spot that feels like a mini-odyssey. It is the first of four new spots which will roll out between September and January.

“Our award-winning animations for TalkTalk have set a precedent over the years – and this year we’ve aimed to raise the bar again,” said CHI&Partners Creative Director Micky Tudor. “Everything about this little film is epic. Shot in cinemascope, voiced by Derek Jacobi and with a sweeping score from ‘Last of the Mohicans’, this spot is packed with the kind of extraordinary craft that is normally reserved for the world of feature films.” Read more

Michael Goldberg Named CEO of Zimmerman

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Fort Lauderdale-based Zimmerman has announced the hiring of Michael Goldberg as its new CEO, filling a position left vacant with the departure of Pat Patregnani several months ago., AdAge reports.

Goldberg arrives at Zimmerman from Deutsch, where he was a partner and chief marketing officer. The move marks a homecoming for Goldberg, who served as Zimmerman’s chief marketing officer for over eight years following Zimmerman absorbing fellow For Lauderdale agency Harris Drury Cohen in 2003. Goldberg was serving as Harris Drury Cohen’s CEO at the time of the acquisition. He eventually left to join Omnicom PR agency Porter Novelli as a senior partner and global chief marketing officer in 2012, before jumping to Deutsch later that year. Read more

Tuesday Morning Stir

-We Are Social channels Knight Rider for Renault (video above). link

-Twitter’s timeline could get more algorithmic. link

-Do recent changes mean the end of Vine as we know it? link

-Apple comments on iCloud celebrity photo hack. link

-Female empowerment in advertising. link

-The NFL’s seven social branding MVPs. link

-Janet Kestin and Nancy Vonk on “Dove Litmus Test.” link

-Nielsen finds brands are basing digital audience buys on increasingly narrow targets. link

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