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Digitas

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

DigitasLBi Takes on Memorial Sloan Kettering

medical_LOGOWe’ve been told that this has transpired in a matter of the last 24 hours, but yes, DigitasLBi has  been appointed as digital agency partner for Memorial Sloan Kettering, the 130-year-old private cancer center based in NYC. We’ve been told by sources familiar with the matter that work will be handled out of the New York and Boston (mostly Boston) DigitasLBi offices. We should have more info forthcoming, stay tuned.

Here’s What’s Happening at DigitasLBi Chicago

jimkimSo, if you will, let us just clarify some matters addressed on the Spy line regarding staffing issues at DigitasLBi Chicago. According to sources familiar with the matter, it’s true that a handful of staffers have parted ways with the agency, though they all appear to be unrelated.

We can confirm that, over “the last couple of weeks,” that DigitasLBi has parted ways with, among others, VP/GD, creative Jim Kim (he, with the impressive headshot to the left), project manager Jon Stahler, Subhamay Ghosh, manager/technology and the agency’s manager/technology enablement, Jack Clarke. Most of the aforementioned staffers had been with DigitasLBi Chicago for nearly two years, give or take. No word yet plans to replace, etc., but as mentioned, these were just general, unrelated departures and  weren’t clustered by one client or department.

DigitasLBi Labs, Klépierre Launch Personalized Digital Shopping Experience

Digitas LBi Labs, the agency’s tech-inspired incubator, and European real estate investment company Klépierre collaborated to create “Inspiration Corridor,” a digital prototype personalizing experiences in shopping malls by providing customized product recommendations and telling users where to go to shop for them.

According to DigitasLBi Paris deputy GM/connected commerce lead, Vincent Druguet, the project began with the insight that “consumers rarely know every single shop in a mall, and are even less aware of their newest products. Right now, there’s a wealth of product information available to people through personalized search engines. Our idea was to offer people all this information in a fun and experimental way, using digital technology in shopping malls.”

The “Inspiration Corridor” works by using an infra-red camera to analyze individual consumers upon entering with body scanning technology. Then, a “device equipped with QUIVIDI video analysis and PigData product recommendation scans the visitors and their outfits within 10 seconds and registers the collected data: their gender, age, and clothing style.” This results in a personalized “mood board” tailored to the individual consumer. Users can also scan the bar code on recently purchased items to get recommendations for matching accessories. Then, the “Inspiration Corridor” simulates window shopping, allowing consumers to walk through the corridor select the products they’re interested in. Each item they choose “affects the recommendation engine, made with PigData, and simultaneously updates the product selection.” Upon leaving, “customers can synchronize their product selection to the Klépierre mobile application using iBeacon technology.”

For a better idea of how it works, you can watch the prototype in action above. It’s a pretty nifty device, allowing users to combine digital and offline shopping in exciting ways. Stay tuned for credits after the jump. Read more

DigitasLBi Nabs Puma Global Digital Duties

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It looks like Puma is rounding out its agency roster as the German sports shoe/apparel brand has appointed DigitasLBi as its global digital agency. The news comes just two months after Puma selected JWT as its lead creative agency. As for the DigitasLBi appointment, we’ve been told that there was “a competitive review” (no names as of yet) for the business, which marks a new type of agency relationship for Puma.

In a statement, Remi Carlioz, Puma global head of digital marketing says, “DigitasLBi will have a crucial role in translating our new Forever Faster brand messaging into the digital world and building momentum in the lead-up to the consumer launch of our global Forever Faster brand campaign in the second half of 2014. An agile agency with a global reach, DigitasLBi brings a unique savvy thinking and creative, real-time marketing to the table and is a perfect fit to PUMA to help us re-establish our brand in the minds of our customers.”

DigitasLBi Boston will handle the Puma digital work, which includes development, leading/implementing global digital strategy, creative, analytics, social and community management, real-time marketing, as well as production and design for key digital campaigns and related marketing initiatives with global scale.

DigitasLBi Makes ‘Mild Staff Calibration’

digitascornThat’s pretty much what we have for you, ladies and gents. To address the tipsters, we’ve been told that DigitasLBi has indeed cut some staff. Despite what the Spy line was buzzing, the cuts only affected only the Detroit office and NOT Boston as well, amounting into 10+ people. From what sources tell us, the reductions were based on “needs to flex up and down based on project projections and workload, this is a standard practice.” From what spies tell us, though, the DigitasLBi issue may be with its Team Sprint counterpart but we’ll leave conjecture at that.

Michaels, Walter Part Ways with DigitasLBi

suzannedigitas2And now, back to the grind. We’ve received confirmation that Suzanne Michaels, who’s spent the last four-and-a-half years at the Chicago branch of what is now DigitasLBi, is leaving the agency effective Jan. 6 During the last 18 months of her time at DigitasLBi, Michaels, who we’ve been told is joining up as executive creative director at Critical Mass, served as SVP/creative and led digital, mobile and social efforts for Team Sprint. From what we’ve been told, Lewis McVey, currently GCD, is stepping up as SVP, creative leader for Sprint, effectively immediately. As for Michaels, prior to her time at DigitasLBi, the creative exec worked at the likes of Tribal DDB and JWT.

Along with the departure of Michaels, DigitasLBi Chicago is also losing Rick Walter, technology manager, who’s leaving his post effective Jan. 3 and moving into a project management role at a small startup consulting group. From what we gather, both partings are amicable.

Maurice Lévy Returns, Now with Balloons in Tow, for Publicis Groupe’s 2014 Greeting

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Maurice Lévy is back this year for the new Publicis Groupe New Year’s greeting. After toying with YouTube’s functionality last year,  the holding company, with the aid of their DigitasLBi France unit, has once again found a new way to make their greeting interactive.


This year, Publicis built their message around the theme of #TheMoretheMerrier in honor of their expected merger with Omnicom. To accomplish this, they’ve made it so “The more people that join in during the video, the merrier it will become.” So, what does that mean exactly? Well, if you watch the video alone, nothing special happens. But if you watch with a friend, Maurice Lévy will deliver his speech in a confetti storm. Adding more people to the mix will result in “gospel singers, cheerleaders, Chinese dragons and a few other surprises.” It’s a pretty cool concept, managing to be interactive in an intriguing new way.

 

To accomplish this, Publicis’ tech team developed “a fancy facial detection algorithm that allows a webcam to count how many people are actually watching the video together.” The facial recognition software was conceived by “a 21 year old Russian math genius” working for DigitasLBi France. The software is the “first of its kind to detect up to ten faces simultaneously” while the video plays. “The More the Merrier” is the first video to count the number of viewers, rather than views, on YouTube. That’s a lot of technological firsts for a New Year’s greeting. By the way, in case you were wondering, it takes 1,487 balloons to cover Maurice Lévy.

Credits after the jump. Read more

DigitasLBi Crafts Gesture-Based Retail Experience for Sprint

How do you take attention away from the fact that you were recently declared the worst cellular network in a consumer report? If you’re Sprint, apparently you get agency DigitasLBi to work with you to create a gesture-based, interactive retail experience. Because that’s the future: being able to shop online without having to use a pesky mouse and keyboard. But where to unveil such a creation? What is an event where people would see the Sprint name and not know any better?

Sprint will unveil the new “Shop. Hands Free. In 3D.” experience during the NASCAR Sprint Cup Series Champion’s Week in Las Vegas, tomorrow, Dec. 6. This follows on the success of the pilot unveiling, during NASCAR Sprint Cup Series race weekends at the Chicagoland in Septmber, and Kansas Speedways in October. NASCAR fans seemed pleased with the Sprint’s new magical technology, as evidenced in the above video.

So how does it work? Well, according to the announce, “…users move their hands through the air above a Leap Motion controller, which displays their actions onto a large screen ahead.” But wait, that’s not all. There’s a podium. A branded podium. To appeal to Nascar fans, DigitasLBi created “an eye-catching branded podium to house the technology.” Those who tried out the shopping experience then “supply their email addresses to receive their picture from the virtual photo booth as well as a link to the items they browsed.” Combining technology used in next-gen gaming with a theme park-esque photo service, that’s their strategy, because Sprint is “more than just a wireless company,” according to Sprint Program Manager Lane Allison.

Perhaps I’m being a bit hard on Sprint. After all “Shop. Hands Free. In 3D.” is sort of an intriguing prospect, if only for the novelty value. It’s just that this does absolutely nothing to repair Sprint’s damaged reputation. Since most people now view Sprint as something of  a joke, maybe that’s what they should be working on. Or maybe Sprint is just for NASCAR fans now.

 

Figliulo Joins Forces with Team Sprint

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Four months after parting ways with TBWA\Chiat\Day New York, where he was replaced as creative chief by Matt Ian, Mark Figliulo is now collaborating with Team Sprint–Leo Burnett, DigitasLBi and MediaVest– via his new agency, Figliulo & Partners. From what we’ve been told, “Bringing in new partners and ideas who complement an already strong multi-agency team, is both healthy and consistent with the dynamic needs of brands, consumers and the marketplace.” From what sources tell us, Figliulo will continue working out of New York City with a focus on broadcast. During his career, Figliulo, who replaced Gerry Graf at Chiat NY, served as chief creative officer at Y&R Chicago.

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