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Ex-DDB, TBWA Creatives and Producers Launch Joinery in L.A.

Joinery

Only Child, aka the directorial project of former DDB creatives Mike Andrews and Daniel Mabe, is one of the many parties merging to form newly launched L.A. production studio Joinery.

Principals include veteran director Paul Dektor, producer Richard Gladstein (“Pulp Fiction”, “The Bourne Identity”), and Leslie Dektor, all of whom will work under former Believe Media executive producer Gerard Cantor.

On the directorial front, the lineup also includes Lasse Hallstrom (“What’s Eating Gilbert Grape”) as well as John Curran, Rob Feng, David Masters, Bo Platt, filmmaking/motion design studio ‘weareflink’ and video artists ‘Objective.’

Peter Mertz and Alvaro Chacon, both of whom spent time at TBWA/Media Arts Lab, will serve as digital producers.

The agency’s name comes from the tradition of “joiners” who used carpenters’ raw material to create new pieces without using nails, screws or other fasteners.

Current clients include HP, Bayer, Bombay Sapphire and McDonald’s.

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CP+B Partners with 2K for NBA 2K Franchise

CP+BCP+B announced today that has partnered with 2K to launch the next edition of their long-running  basketball simulation video game franchise, NBA 2K. Santa Monica-based CP+B LA won creative duties following a competitive pitch process and will roll out an integrated marketing campaign starting in September for the next iteration of the franchise, NBA 2K15. The campaign will include TV, digital, social media and more.

NBA 2K continues to break new ground in interactive entertainment and culture, and has even bigger plans for the future,” said Mason Reed, EVP/Managing Director, CP+B LA. “We couldn’t be more excited to help them along the journey.”

You may recall that the account previously belonged to Zambezi, which ran this “Michael Jordan Uncensored” series last year.

Choose Chicago Names FCB Chicago, Starcom USA Agencies of Record

ChicagoThe chair of Choose Chicago, Chicago’s official tourism marketing organization, Desiree Rogers and CEO Don Welsh announced today that Choose Chicago has selected FCB Chicago as its new creative agency of record and the Chicago office of Starcom USA as the city’s media planning and buying agency of record. The appointments come following an eight week review process, conducted in partnership with Chicago-based search consultancy R3:JLB. Choose Chicago’s review focused on agencies with strong Chicago ties, as well as proven global brand building capabilities and strong traditional and digital communications channels expertise. FCB Chicago and Starcom USA will work together “to build fully integrated, multi-channel marketing programs to significantly increase leisure and business travel to Chicago from domestic and international markets.”

“We are thrilled to partner with Choose Chicago to share the stories that make our city great,” said Michael Fassnacht, CEO and president of FCB Chicago. “This is a humbling opportunity to make a true impact on Chicago.”

Starcom USA CEO Lisa Donohue was equally enthusiastic, adding, “Chicago is our hometown, and we are thrilled to bring our talent, expertise and strong digital focus to showcase all that this great city has to offer. This is a truly special city, and along with Choose Chicago and FCB, we look forward to enticing countless others to visit and experience it along with us.”

The Richards Group Takes on Flowers for Edible Arrangements


The Richards Group debuted a new creative direction for Edible Arrangements, the originator of the “fresh” (if you’ve ever tasted their product, you know otherwise) fruit bouquet and global category leader, in their first integrated marketing campaign for the brand. The new campaign “marks an evolution from several different creative campaigns for different media to one streamlined positioning played out from storefronts to social media to broadcast to banner ads.” As you may recall, Edible Arrangements named The Richards Group their agency of record last summer.

The Richards Group’s new multi-million dollar campaign (the brand’s largest advertising campaign to date) centers around the new tagline “Pick Fruit. It’s Fresher.” with an integrated effort championing the choice of fruit over flowers. “Reaction,” the 30-second television spot featured above, typifies the approach. Various mothers’ open-mouthed reactions to flowers appear at first to be enthusiastic, but are revealed to be bored yawns. The spot debuts in advance of Mother’s Day on April 28, with both a 30-second and 15-second version.

“This advertising, across all channels, pokes a little fun at the same old gift and encourages families to celebrate mom in a fresh way. And our research shows that moms really appreciate creativity and ingenuity in gift-giving,” said Edible Arrangements’ chief marketing officer Jeff Lobb. Stick around for credits after the jump. Read more

Cornett IMS Crafts World’s Longest Hashtag for A&W

Kentucky-based agency Cornett IMS (who you may remember from Beardvertising or “Kentucky Kicks Ass“) has created the world’s longest hashtag to promote the release of A&W’s new chicken tender sandwich.

While most brands see the hashtag as something that fans will hopefully share on social media, Cornett chose to create a hashtag so long that the chance of it being used are pretty damn low. The extra-big hashtag is, presumably, meant to coincide with the extra-big nature of A&W’s Hand-Breaded Chicken Tender Texas Toast Sandwich. Like that sandwich, the hashtag is quite the mouthful. As Cornett’s Whit Hiler puts it, they were going for a “hashtag so long, our consumers would say ‘man that’s a really long hashtag, that Hand-Breaded Chicken Tender Texas Toast Sandwich must be freaking delicious.’” You can view the TV spot introducing the hashtag above. That hashtag, by the way, is: #supertastylargeandinchargetexastoasttwohand-wichmadewithdeliciousonehundredpercentwhitemeathandbreadedchickentendersandyourchoiceofclassicorspicypapasauceeitherwayyoucan’tgowrongwowthatsoundsgoodyouneedtotryoneit’sonlyavailableforalimitedtimeImgoingtohavetogogetonemyselfareyoustillreadingthisseeyouatAandW. Credits after the jump. Read more

Lowe Roche Creates Installation for The Missing Children’s Network

At an event hosted at The Beverley Hotel in downtown Toronto earlier this month, Lowe Roche created an installation piece honoring lost children using more than 1,000 Missing Kids Stamps. The installation featured stamps of Mélina Martin (missing, 2005), Maisy Odjick (missing, 2008), Tommy Clement-Pepin (missing, 2006), and Karar Al-Meiky (missing, 2006). As participants and passers-by took these stamps, the installation revealed a large portrait of Cédrika Provencher — “a solemn tribute, as well as a reminder of the greater impact that a single stamp will have.” Lowe Roche also designed the accompanying website and activation pieces for The Missing Children’s Network.

“Hope With Every Letter” was launched last year as a grassroots movement to put the faces of missing children on postage stamps, in an attempt to “drive action on behalf of the children who go missing in Canada each year.” At the Missing Kids Stamps website, “stamp personalization technology is seamlessly integrated to let Canadians create individual postage stamps featuring missing children” in the hopes that they will find their way into the hands of someone who recognizes a missing child. The project has been gaining attention, as it was recently nominated as a “People’s Voice” finalist in the 2014 Webby Awards. More importantly, the initiative has met with some success, with two children reunited with their families thanks in part to their efforts. The Missing Children’s Network used the installation as a way to launch year two of their “Hope With Every Letter” initiative, and were quite pleased with Lowe Roche’s work.

“The concept really is ingenious, and inline with our mission. We’ve made a commitment to the families that we work with to use every channel available to us to help them find their loved ones,” said Pina Arcamone, director general of The Missing Children’s Network. “The postage stamp is so universal, and passes through so many hands each day – it offers a way of paying homage to these children so they will never be forgotten. We were surprised no one had thought to use them in this way before, but more than happy to be the first to innovate in this way.”

You can learn more about the initiative in the video above, or by heading to the Missing Kids Stamps website. Stick around for credits after the jump. Read more

McCann Launches ‘Gator Golf’ for Zurich Insurance

Zurich Insurance is launching “Gator Golf,” an online video tutorial series, created by McCann Worldgroup, instructing golfers on how to deal with playing in close proximity to alligators.

The series was created to build buzz around the upcoming PGA Tour, Zurich Classic of New Orleans, where an alligator famously wandered onto the course during last year’s games. While not everyone finds alligators on the golf course a laughing matter, the series is tied to the larger “For Those Who Truly Love” brand platform, the idea being that those who truly love golf won’t let an alligator on the course stand in their way.  The “Gator Golf” series features “golfing and alligator expert” Jim Shanks offering up absurd solutions to gator-filled golf course problems. In the above video, for example, he recommends turning around and driving left-handed so that the gator behind you is “out of sight, out of mind,” while adding that if you’re attacked you should follow course etiquette and “die quietly.”

Gator Golf” is the social component of a larger integrated campaign including TV, print, online advertising and a microsite, and will appear on YouTube and on saud microsite in the lead up to the tournament, which takes place April 24 – 27.

Of course, when we read “Gator Golf,” we can’t help but think of this…

Read more

Staffing Changes at Ignited

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In response to a tip we received yesterday, sources close to the matter can confirm that some turnover has occurred at Ignited:

“Ignited parted ways with a very small percentage of employees across departments. Some of Ignited’s work is on a project basis and those projects came to a close, which is the nature of the agency business.”

We have no confirmation on the number of employees who left or the projects mentioned above, so the news is very bare-bones at the moment.

Updates as we receive them.

Adlens Names True North Agency of Record

-28Oxford-based Adlens, “the global leader in variable focus technology for the eyewear industry” has named integrated digital agency True North as its agency of record, following a review that included twelve other agencies.

As agency of record, True North will be responsible for driving sales and developing integrated strategies for Adlens and its range of brands, as well as building consumer awareness for variable Adlens focus eyewear. Work will include both online and offline campaign development, social media, data analytics, and media planning/buying.

“Adlens is poised to change the eyewear industry with the technology they’ve developed,” said Steve Fuchs, CEO, True North Inc. “This new partnership gives True North an incredible opportunity to help Adlens build their brand, introduce a new product category to the world, and reach their direct sales goals.”

Michael Ferrara, CEO of Adlens, called True North “a perfect match,” adding, “Like us, they’re innovators in their field…and an innovative approach will be essential to our success as we begin challenging the giants of the eyewear industry.”

Walton Isaacson Debuts First Ever TV Spot for Knob Creek

Chicago-based marketing and advertising agency Walton Isaacson have debuted the first ever television campaign for premium (and, we think, rather tasty) bourbon whiskey brand Knob Creek.

Walter Isaacson worked with  bi-coastal digital production and creative design studio Brand New School on the campaign, entitled “Bookerisms” for the sayings of Knob Creek founder Booker Noe, which are featured in the campaign. The debut 30-second spot, “Booker Said,” centers around one such Booker quote, which is actually pretty funny:  ”If you’re not completely satisfied with the big, full flavor of our bourbon, just send back the unused portion and we’ll drink it for you.” Read more

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