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Shawn Paul Wood

Shawn Paul Wood is a PR executive, copywriter and online strategist with more than 20 years’ experience in the field, with 12 of those years as an on-air host and radio news director. In his "free time," he also writes for Talent Zoo‘s Flack Me blog, PR News' Insider, as well as writes and edits for national blog Through The Fence Baseball. For more about SPW, follow him on Twitter @ShawnPaulWood or his agency @WoodworksComms.

Yahoo’s Downward Ad Spiral Continues (with Visuals)

marissa mayer

Change is mostly a good thing–unless you ask Yahoo CEO Marissa Mayer.

Last Tuesday, when Yahoo announced its second-quarter earnings, the company said it had reached an agreement with Alibaba ”to reduce the number of shares it is required to sell in the initial public offering, to 140 million shares from 208 million shares.” This one would prove to be timely as those earnings show a four-percent loss from last quarter.

And why? Advertising, or the lack thereof. This is why Digiday produced four eye-catching (and jaw-dropping, if you are Mayer) graphs that further illustrate that downward spiral.

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AT&T, Vice Speak Spanglish to Attract Young Latinos

Perceptions may vary, but numbers (and hips) don’t lie.

The U.S. Census tells us that, as of 2010, only Mexico had a larger Hispanic population (112 million) than the United States (50.5 million). With that meteoric rise in people comes money. For advertising.

According to the Latin Post, that may be the reason AT&T has partnered with Virtue, the in-house creative agency of Vice Media, to create the #BetweenTwoWorlds campaign.

The campaign launched yesterday as part of AT&T’s larger Millennial outreach strategy, “The Mobile Movement (TMM)” (which was itself introduced at this year’s SXSW).
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Time Becomes the Latest to Move into Native Advertising with New 8-Person Team

2014 TIME 100 GalaNative advertising is a new toy/necessary tool print publications are using to supplement their revenue due, in large part, to the popularity of the Internet thing you’re using right now.

While publishers are monetizing their content with form and function, advertisers are looking to place their brands in areas that seem more natural … and profitable.

A few stalwarts of the publishing arena have been holding out, but we can now add another to the surrender list in the form of Time magazine.

Reports say Time Inc. CEO Joe Ripp will create a new eight-person team to specialize in developing those native ads. Although the mag announced its descision to tinker with the cover months ago, this new team is the kicker.

Ready to call your clients?

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PIVOTSTACK Creates New Ranking Forum for Ad Agencies

Top 50 Ad Agency

A software product is about to become bulletin board fodder for every ad agency in the country. PIVOTSTACK, an “all-in-one productivity software suite,” created a love/hate list for every shop titled, simply, “The Top50 Ad Agencies.”

Half of you have already clicked on the link and moved the website to your second screen, but here’s how it works: “Top50 Ad Agencies is a intriguing way to rank ad, marketing and creative agencies based on their own current online presence.”

So how do you see your agency measuring up? Surely you’re better than “those guys.”

Here are the current top 5 based on social media and PageRank:

  1. Ogilvy & Mather
  2. IDEO
  3. Wieden + Kennedy
  4. JWT
  5. Leo Burnett

Now: is your agency on this list? If not, will you take action to counter your outrage, or will you just take the “meh” approach and disregard it as a very clever way for a company to get your attention? And did we mention that you can add your agency to the database with a few quick clicks?

Enjoy.

Is Technology Advertising Ready for ‘Who Are You Wearing?’

where-wearable-tech

We have heard it coming for years: Wearable technology is going to be a hot trend. The fact that it’s now here is no surprise, but what may be are the gaggle of advertisers ready to pounce, according to Businessweek

From watches that engage with your phone to glasses that help you get your NSA on, wearable technology has been discussed for years. The masterminds behind these new toys have been working to perfect it. Now that they’ve developed a few decent products worth shilling, advertising is ready to focus on what this story calls “the new frontier.”

To boldly go, indeed.

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‘Is the AOR Dead’ Debate: 2014 Edition

AORToday we bring you the latest chapter in the spirited conversation that comes up in most creative industries on a yearly basis. This time, the two combatants debating the death of the AOR are:

  • In the blue corner keeping it cheesy,  Kraft Foods Group Chief Marketing Officer Deanie Elsner
  • And in the red corner helping you get your snack on, Dana Anderson, VP of marketing strategy and communications for Mondelez International

The feud started when Anderson published an editorial in the Wall Street Journal and opined that AORs are “no longer the pathway to Oz for clients or agencies.” Elsner took some serious umbrage with that sentiment from Anderson (for context, the two worked together at Kraft Foods before she flew the coop for Mondelez in 2012).

And so the debate is on.

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Lowe Campbell Ewald NY Wins U.S. Fund for UNICEF

UNICEF-LOGOLowe Campbell Ewald has earned a cause as much as a client by securing of the U.S. Fund for UNICEF–which supports UNICEF’s work through fundraising, education and advocacy in the United States–following a competitive review.

Typically, UNICEF has worked with agencies on a pro-bono basis. But times are changing, donors are reducing their “gives” and competition is growing. These factors led UNICEF to increase its paid approach to strategy and partner with the Interpublic shop.

“It is an honor to be awarded the opportunity to work with the U.S. Fund for UNICEF,” said Sal Taibi, president of Lowe Campbell Ewald’s New York Office. “UNICEF’s mission to save and protect the world’s most vulnerable children could not be better aligned to our mantra to create work with purpose. We are eager to begin working with the organization to advance such a noble and purposeful effort.”

According to Kantar Media, UNICEF’s U.S. media spend last year was $16.8 million, up from $12.8 million a year earlier (Publicis Groupe’s MediaVest is UNICEF’s media agency).

The account will be run out of Lowe Campbell Ewald’s New York office.

Doogie Howser (Almost) Drinks Heineken Light for W+K NY

From a kid in scrubs to a man with an angry inch, Neil Patrick Harris is quite possibly our leading example of a Renaissance Dude. The star may now add “drinking beer” to his illustrious resume along with acting, singing, cooking and talking to Smurfs.

Well, sort of…

According to The New York Times and Stuart Elliott, NPH (as the cool kids call him) will help promote Heineken Light in a humorous campaign created by Wieden + Kennedy New York that includes television and online spots and a microsite: besttastinglight.com.

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Infographic: Why Advertise in Times Square?

shutterstock_112938178

Times Square isn’t just a place for confused tourists and Creepy Elmos.

From static ads to multimedia, if you want your (client’s) name in lights, it’s the place for creative shops across this great land of ours to test the waters and see what floats.

How much do those shops spend? How hard will clients break the bank? Who do they all want to attract?

Carlos Monteiro, infographics editor of iNewspaper in Portugal, collected some interesting stats to answer those riddles after the jump.

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Move Over, #YOLO; Pfizer Brings the #FOGO

get-old-building

If someone asked you what sort of business would spark the next social media trend, odds are that the word pharmaceuticals would not come to mind.

Pfizer hopes to defy convention by capitalizing on its “Get Old” campaign–launched back in 2012–and introducing “FOGO“: fear of getting old.

The company thought that the initiative, intended to stimulate conversations on subjects like the challenges of aging, needed a boost. As reported in The New York Times, they traded original AOR SS&K in an effort to go HUGE.

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