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Digitas

DigitasLBi Offers ‘Faster Delivery’ for Puma

DigitasLBi taps Usain Bolt in a new online ad called “Faster Delivery.”

In the 60-second spot, Bolt is given the task of delivering a pair of Pumas. Before the man handing off the sneakers can even give him the name and address, the world’s fastest man is off, speeding through the streets toward his destination. Twelve minutes later, he arrives and the surprised recipient requests a selfie. Part of the “Forever Faster” campaign, the spot is being promoted through social media by both Puma and Bolt himself. It’s a simple idea, but kind of a fun one, and Puma is banking on fans of Bolt and the brand sharing it.

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DigitasLBi Adds Emilie Vasu as VP, Group Director of Business Development and Marketing

25d8a0fDigitasLBi announced the addition of Emilie Vasu as vice president, group director of business development and marketing today. Vasu will be based in New York and report directly to Chief Marketing Officer Kenneth Parks, starting September 8th.

“Emilie is a highly motivated, collaborative professional with exceptional track record discovering and growing new business and strengthening existing relationships. We’re thrilled to have her join our team,” says Parks.

Vasu arrives at DigitasLBi from JWT, where her departure follows that of Ann Mack in April as well as Monday’s news that CCO Jeff Benjamin will leave the agency for “a new creative venture.” While at JWT, Vasu served as director of business development. During her tenure she “prospected, pitched and won the Google Enterprise and PUMA accounts, and played a key role on the agency’s Global Growth Team, guiding global JWT new business strategies.”

Before JWT, Vasu spent four years at Venables Bell and Partners as account director. While there she oversaw the launch of Intel’s global “Sponsors of Tomorrow” campaign, and worked on accounts including CLEAR, Odwalla, Pacific Gas & Electric, and eBay. She has also served stints at agencies including Goodby Silverstein & Partners, Deutsch New York and OgilvyOne.

DigitasLBi, Tide Not Afraid of a Little Blood in New ‘Game of Thrones’ Infographic

A Season of StainsDigitasLBi and Tide leveraged Twitter’s two-month-old pinned tweet feature to highlight a new Game of Thrones themed infographic, Adweek reports, the latest sign that the brand isn’t afraid of a little blood.

Blood, of course, was the number one stain for the fourth season based on George R.R. Martin’s A Song of Ice and Fire series, with a whopping 530 stains (as the infographic shows). That’s enough to finish well ahead of the runner up, dirt, which comes in at 156. The infographic also shows the “Most Used Stain Makers” — nail/cross, followed by sword — and a slew of least used stain makers that nontheless left a lasting impression (and probably never came out), such as mammoth, wolf, and a frying pan. Tide’s infographic ran with the title “A Season of Stains,” while referring viewers to Tide’s Stain Brain app. It was a fun diversion for fans of the show (who isn’t?) and has thus far received 1,351 retweets and 1,575 favorites. The infographic follows in the spirit of Tide’s Carrie-themed Halloween Vine video and last summer’s Vine for Shark Week, positioning the brand as the antidote to bloody messes. As Adweek pointed out, this makes a lot of sense for a brand attempting to appeal to parents, for whom blood and grass stains (which accounted for just one of the Game of Thrones stains this season) are an everyday reality.

Here’s a Quick DigitasLBi Staffing Update

digitaslbi_logoWhile we’re on the DigitasLBi tip today, we figured we’d provide a quick update on some staffing moves in its Chicago office in case you haven’t heard. We’ve received confirmation that most recently, Stephanie Skinner, who’s served in the Windy City as VP/group director, project management, has resigned from DigitasLBi as her family is relocating. Brooke Skinner, SVP of strategy/account planning at DigitasLBi Chicago and San Francisco since 2011 (and who you may remember from this) actually left the agency two months ago for the head of brand strategy position at Twitter’s central region, a role she officially assumed this month. Finally, David Burns, who’s spent nearly two years at DigitasLBi Chicago as VP/director, experience design, resigned from the agency several weeks ago. As of now, we can ascertain that all said departures are unrelated.

DigitasLBi Forms Digital Media Partnership with SocialFlow

digitaslbi_logoGlobal marketing and technology agency Digitas LBi has formed a digital media partnership with social relationship platform SocialFlow. The deal will see SocialFlow create tailored distribution solutions for DigitasLBi clients and create new advertising vehicles bringing together owned, earned, and paid content. SocialFlow’s “unique algorithm-based technology, which distributes content at the moment when audiences will be most receptive to it, will be available to DigitasLBi clients” as part of the agreement.

“We’re thrilled to be partnering with DigitasLBi on our first large-scale deal with an agency. This partnership puts a stake in the ground for the industry to stop talking about bringing together teams, budgets, and disciplines, and to start doing it,” said SocialFlow CEO, Jim Anderson. “By combining our technology with DigitasLBi’s integrated approach, we can deliver customized solutions that truly scale for some of the largest brands in the world.”

IPG Launches New Pharma-Focused Agency ID Health

IDHIPG’s ID Media hopes to own an unfilled niche with the launch of ID Health, an agency specializing in healthcare and pharmaceutical clients.

Michael Maher, former SVP of marketing for Digitas Health, will run the new agency as president reporting to ID Media CEO Lynn Fantom.

The idea summarized in the release holds that customers navigating a changing healthcare industry demand more accountability from the brands involved–and that these companies in turn need an agency that can “[reach and engage] more targeted patient populations.”

There’s more talk of “tightened budget[s]“, “tighter budgets and tougher-to-reach targets” and “extend[ing] the value of [the] marketing dollar” than usual in this release, so we’ll assume that price will be ID Health’s key differentiator.

Maher was a natural choice to lead the new agency, with a portfolio including some of the biggest names in the field: Sanofi, Bristol-Myers Squibb, Pfizer and Novartis.

Digitas LBi SF Hires Co-Creator of ‘Concepting with Convicts’

Ben PfutzenreuterDigitasLBi San Francisco has hired Ben Pfutzenreuter, who previously served as an intern and was co-creator of the popular “Concepting with Convicts” program, which utilized the Federal Bureau of Prison’s pen pal program to allow collaboration with inmates to create speculative ads. Ben created the program with fellow intern Pat Davis, with the goal of proving that “Great ideas can come from anywhere.” Inmates provided either copywriting or art direction for each ad; art directors Marcus Löf and Luis Gonzalez also collaborated on the project.

Pfutzenreuter began work this week as an associate copywriter. The Miami Ad School grad interned with Digitas LBi this past winter.

“We’re incredibly proud of the work that Ben and Pat have done independently with Concepting with Convicts, and we’re thrilled to have Ben join our San Francisco team,” said Dave Marsey, EVP/Managing Director, DigitasLBi San Francisco. “The spirit that good ideas can be born anywhere, is our philosophy here in San Francisco.”

DigitasLBi SF Launches Taco Bell Breakfast Menu

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Taco Bell and DigitasLBi San Francisco (their digital AOR) are launching their new breakfast menu (the proper response: “Gross”) with a different kind of social campaign.

DigitasLBi and Taco Bell are sending out 1,000 burner phones across the country as part of a teaser campaign for Taco Bell’s largest menu expansion in their 50 year history this Thursday with the introduction of the new breakfast menu, offering people the opportunity to make a terrible decision on their way to work. The phones serve as “a direct line to Taco Bell Breakfast and a chance to win epic swag by challenging fans to create social content.” Preloaded text messages on the phones offer usersinstructions on how to activate the phones and accept the terms and conditions.

Then, throughout the week, “phones will be called and texted at various times throughout the day, prompting participants to complete missions” using the hashtag #wakeuplivemas, for a chance to win prizes (like a waffle taco hoodie). Tumblr will act as the hub for all the created content, while winners will be notified via their phone and Twitter. Mobile marketing firm Hipcricket was responsible for powering the voice and text messages on the phone. The idea is to create a “retro guerilla social network that generates excitement to create compelling social chatter and content.” We’ll give DigitasLBi and Taco Bell this: the breakfast menu launch is certainly unusual. You can follow along with this campaign on Tumblr, Instagram and Twitter, and if you feel like being sick by lunch, head to Taco Bell for breakfast this Thursday.

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Oh god, is he pouring maple syrup on….eeew

DigitasLBi Welcomes New Creative Lead in Chicago/SF

morgandiglbiRemember the name Kevin Drew Davis? If not, here’s a refresher: KDD was the creative lead at DigitasLBi’s Chicago and San Francisco, but left the agency last summer. Now, said agency has finally found his replacement in 20-year creative vet, Morgan Carroll, who succeeds Davis in the role EVP/executive creative director of both aforementioned offices. Carroll (pictured), who will officially assume his role on April 21 and will report to DigitasLBi Chicago/SF president, Doug Ryan, joins the agency after spending well over a decade at Deutsch, where he last served as EVP/group creative director on GoDaddy (remember this one?), Microsoft, Degree for Men, etc.

During his career, Carroll (pictured), also held the title of interactive CD at Saatchi & Saatchi, where he was a founding member of its Digital Darwin offshoot, over saw the interactive creative department in NY and worked with clients including P&G and General Mills.

DigitasLBi Lets Lady Liberty’s Hair Down for John Frieda

DigitasLBi has just released “A Girl’s Got to be Free,” a new digital spot for John Frieda’s Frizz Ease Hair Care products.

Set at night in New York, the 60-second video features a team of rogue women dressed in black who make their way to Ellis Island. Once there, the crew pulls out harnesses, climbing gear and other equipment and makes their way up the Statue of Liberty. Upon reaching the top, they free Lady Liberty of the bun that has been constricting her for over a century and let her hair down.

“We wanted to create an unexpected online experience that captures the simple, universal truth that when women pull their hair back in resignation to frizz, they pull themselves back. Frizz Ease Hair Care gives her an alternative to this daily struggle and empowers her to step out and conquer each day with confidence. ” explains Melissa Pruessing, VP/Group Account Director at DigitasLBi Chicago.

“A Girl’s Got to be Free” is part of DigitasLBi’s new “Never Pull Back” campaign, which features a new website, as well as “digital paid, owned and earned media” executed by Click 3X. Kao’s USA’s media agency Spark, meanwhile, handled media planning and buying for the campaign. Stick around for credits after the jump. Read more

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