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FCB

FCB and Meow Mix Hit the Dance Floor

Just in time for the after-lunch break(down) here on the East Coast, FCB Chicago and a few musical felines show all you aspiring EDM superstars how to drop the big beats.

Warning: epileptic viewers may need to watch this one in short bursts to avoid over-stimulation.

In case you missed it, that was an epic remix of the brand’s classic wordless jingle (which is almost as old as we are).

Now, would you like to hear some users singing the song to their own cats?

Remember, it’s all for a good cause.

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Mediabistro Course

Management 101

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Producer Matthew Anderson Joins FCB Garfinkel

matthew andersonMatthew Anderson, longtime producer at various agencies, will now serve as director of content creation at New York’s FCB Garfinkel.

Anderson, who has spent nearly two decades in the ad industry, served as director of brand production at JWT for almost five years before accepting the new job; you’ll find his name in the credits of many of the shop’s most memorable recent campaigns. He began his agency career with a ten-year stint in production at Y&R and more recently performed related roles at CP+B, Hill Holiday and NumberSix.

Anderson has created work in every major format for clients ranging from Rolex, Burger King, Puma and Nestle to Vespa, Kleenex and Wilkinson Sword Quattro Titanium Body.

He will report directly to agency CEO/namesake Lee Garfinkel.

In the release, Garfinkel writes that Anderson “has a track record of fostering a culture that puts ideas and problem-solving – no matter the challenge – first and foremost”, calling him “just the kind of passionate production partner we need.”

FCB West, MJZ Tell Levi’s Fans to Get Personal (But Not Boring)

The latest spot for Levi’s, created by FCB West/The House Worldwide and MJZ, imagines a personal relationship between each pair of denim pants and its owner.

Every pair tells a story, see…and all the jeans ask of you, consumer, is that you keep things interesting.

The pants-as-lifestyle-accessory theme marks a shift from the Wieden+Kennedy “Go Forth” campaign, which turned existential with the help of one Charles Bukowski.

You may recall that Levi’s announced an agency change back in February, and we can expect more in the vein of this spot to come. Yesterday Fast Company called the effort “more inclusive, and more mainstream”, and FCB CCO Eric Springer emphasized the break from the W+K aesthetic, saying:

“The first step was to get the brand voice back and make everyone know it’s their brand once again…It’s not a comeback tour. It’s a forever tour.”

The company’s own CMO emphasized the social components that will (hopefully) involve lots of people documenting the shared journey of themselves and their jeans.

Three words, then: User. Generated. Content.

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FCB Does the Creative Shuffle

FCB Jon

FCB announced two big moves atop its North American ranks today: Chicago EVP/ECD Jon Flannery is moving up to Toronto and Dan Fietsam has been hired to take his place.

Flannery’s promotion comes in the wake of the success of a certain campaign you may have seen that involved the shipping of pants; the win earned him an ECD promotion just over a year ago. The man called himself “a late bloomer” in a Chicago Business Journal interview about that campaign, though he served as CD/VP during a nine-year run at Leo Burnett and spent seven years at Element79 before joining FCB.

Flannery replaces CCO Robin Heisey, who left the Toronto office for parts unknown after 14 years at the agency. Flannery will officially take over on August 11th, working “in tandem” with FCB Canada President Paul Mead.

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FCB/West Teases ‘Battlefield Hardline’

FCB San Francisco teamed up with Imaginary Forces and directors Miguel Lee and Charles Khoury for the above teaser for EA’s Battlefield Hardline, which is slated for an October 21st release.

The team takes a minimalist approach to the teaser, eschewing voiceover in favor of close ups of the game’s weaponry while also teasing a clash between law enforcement and criminals. True to the teaser format, the spot reveals little, leaving viewers wanting more. To pull off the trailer, Khoury and Lee directed separate shoots on the same stage. While Lee’s crew “was responsible for filming all of the actors, vehicles, weapons, gear and paraphernalia in a sleek, action-packed fashion,” Khoury and his team “shot at high speeds to capture all of the slow-motion explosions and actual weapon fire including a submachine gun, pump shotgun and assault rifle.” While the teaser reveals little about the Battlefield Hardline‘s plot or gameplay, weapon-loving fans of first-person shooters should eat this right up. Credits after the jump. Read more

Infiniti Courts Seven Agencies in Global Account Pitch

Infiniti

Infiniti Motor Co. will meet (or has already met) with seven agencies before selecting finalists to pitch for its global creative account, Adweek reports.

The meetings took place this week, and leave Infiniti “on track to complete its search by August,” according to Adweek. Infiniti’s initial request for proposal reported that the brand spends approximately $450 million annually. Among the agencies in the running are Publicis, FCB, Havas Worldwide (pitching with sister shop Arnold), Bartle Bogle Hegarty, M&C Saatchi and Crispin Porter + Bogusky, according to Adweek‘s sources. Interestingly, also pitching is Goodby, Silverstein & Partners, partnering with incumbent Omnicom agency TBWA. After the initial meetings, Infiniti will narrow the field to three or four agencies, a cut that “could come as soon as next week.” Infiniti’s RFP noted that “alternative approaches are paramount as Infiniti cannot outspend its competitors in broadcast,” and identified the U.S., China and Hong Kong as priority markets.

CCO Karen Spiegel Leaves FCB

Karen SpiegelToday we confirmed that Karen Spiegel is now the former Global Chief Communications Officer at FCB (née draftFCB). She recently left the agency after replacing former EVP/GCCO Wally Peterson only nine months ago.

London-based Stephen Martincic, who has been SVP of communications for several years, is her replacement.

Spiegel is not moving to another agency: she’s launching her own consultancy.

She entered the agency world in 2001, beginning a 12-year stint with R/GA during which she became SVP/Managing Director. Longtime readers may recall that Spiegel led former spy Matt Van Hoven on a tour of the shop’s Bauhaus-themed New York office and introduced him to its three-wheeled motorcycle way back in 2009.

No word on the details regarding Spiegel’s new venture; updates as we receive them.

Kofi Amoo-Gottfried Named FCB Garfinkel’s Chief Strategic Officer

Kofi 2014“Brand builder, leader and consummate strategic thinker” Kofi Amoo-Gottfried joins FCB Garfinkel today as chief strategic officer, replacing Sara Bamber. He will work in tandem with chief executive officer Lee Garfinkel.

Amoo-Gottfried joins FCB Garfinkel from Bacardi Rums, where he worked as a global communications director out of London. The Ghana native “created and launched the first majority-owned network agency on the African continent” while working as a managing director at Publicis West Africa. He began his career at Leo Burnett Chicago as an account supervisor and communications manager, where he worked alongside current FCB Worldwide CEO Carter Murray. The team later reunited while at Publicis. Amoo-Gottfried cited Murray as a key motivator for joining the agency. “I have a lot of faith in his ability to turn places around, to inspire and motivate,” Amoo-Gottfried said. “We are very similar. I, too, am all about creating a culture that brings people together to focus on creating incredible work, and having fun doing it.”

Amoo-Gottfried also worked as a senior strategic planner at Wieden+Kennedy, where he crafted the strategy for Nike’s global Beijing Olympics campaign. In January, he was named to Ad Age‘s “40 Under 40″ list of young marketing stars. Lee Garfinkel says Amoo-Gottfried “doesn’t know where planning ends and creative begins, and that’s a formula for success.”

FCB México’s ‘Paper Towel Dispenser News’ a Success for MásporMás

To drive traffic to the website of MásporMás, Mexico’s largest free newspaper, FCB México created “Paper Towel Dispenser News.”

They placed special paper towel dispenser machines in several corporate bathrooms, malls and cinemas, that printed a paper towel with news straight from the site’s newseed in special ink. To lead interested parties to the site, the printouts also included a QR code. The unusual approach proved a success, with unique visitors to the site increasing by 37% in the first two weeks. Check out the case study video above to learn more, and stick around for credits after the jump. Read more

FCB Zurich Creates ‘Emography’ for MTV Mobile

FCB Zurich combined emotions and typography in their “Emography” project for MTV Mobile, a new Facebook app that allows users to express their emotions via typographical selections, eliminating the need for emojis or abbreviated summations of emotions — at least in theory.

To accomplish this, FCB Zurich created a special font for each of the eight basic human emotions: curiosity, surprise, fear, sadness, contempt, rage, happiness, and disgust. Users select a recipient in the Facebook app, type their message, and select their chosen Emography, which is displayed as a video message. Some of the Emography choices are more successful than others at conveying their intended emotions. Emographies for sadness (The Crying Font) and rage (The Broken Glass Font), for example, make sense as visual displays of those emotions, and convey them well. The Confetti Font, however, used for surprise, doesn’t really fit that emotion particularly well. Others, such as the Emographies for contempt and curiosity, work better in theory than in practice. Additionally, FCB Zurich missed out on the opportunity to somehow convey laughter in typographical form and free users from the ubiquitous “LOL,” which is too bad. Still, it’s a pretty cool idea, and with the service, “MTV mobile demonstrates not just technical know-how as the first Swiss provider of a dedicated text message service, but also gives the young target group an effective tool with which to communicate all emotions.” Check out the video above to learn more about the app, and stick around for credits after the jump. Read more

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