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Bayer to Consolidate Agency Work Again

Bayer consumer

Just one month after finalizing its acquisition of rival Merck’s over-the-counter pharmaceuticals business, Bayer is making some changes in its agency lineup.

Specifically, the company is consolidating its business with its two incumbent agencies; Havas and other parties will lose the work.

For context, Bayer’s last major consolidation occurred in 2010, with the company awarding creative duties to WPP (Ogilvy/JWT) and Omnicom (BBDO/CDM Group) and media to GroupM.

The first big move to follow the acquisition was the shift in media agencies at Merck: the work went from Initiative to MediaCom. Today’s announcement, however, marks the end of an extended partnership between Bayer and Havas. Moving forward, it seems that all creative will belong to WPP and Omnicom.

Internal memo after the jump.

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Havas Worldwide Imagines Reverse Orphanage for Fragile Childhood

Havas Worldwide, Helsinki crafted an emotional alcohol awareness PSA for Finnish charity Fragile Childhood, in collaboration with production companies Sauna International and Studio Arkadena, entitled “Orphanage.”

The beautifully-shot spot imagines a kind of reverse orphanage, where children choose their parents. Two children look through glass displays at different parents who present typical moments in their lives, such as at the dinner table or in the back yard. “Orphanage” does a great job of drawing in the viewer and fleshing out its strange little world, as the children visit differnt pairs of parents. As the boy takes a fancy to a certain father, a woman takes him by the hand and leads the children to a drunken, quarreling couple — their parents. As they leave with the couple, the message “Children can’t choose their parents. What if they could?” appears, followed by an invitation for viewers to share their thoughts on alcohol abuse. It’s a sad ending, and while it’s not initially apparent what issue the ad is addressing, that should make the ending all the more of a shock to any parents struggling with alcoholism.

“It is still not widely understood how much harm drinking problems at home cause to children,” Fragile Childhood told Adweek. “For example, previous research has shown that every fourth Finnish child has suffered some harm because of parent’s alcohol usage. Research carried out among Finnish teenagers aged 12-18 years shows that children think their parents ought not to drink at home and that they are much nicer when sober.”

Havas Worldwide Strat Farm Celebrates EmblemHealth’s ‘Legacy of Care’

Havas Worldwide Strat Farm has a new campaign celebrating EmblemHealth’s “Legacy of Care.”

In the 60-second “Our Legacy of Care” the agency blends vintage and modern footage of New York City to show that EmblemHealth is still doing what it has been doing since its inception as GHI and HIP: “setting a national standard with neighborhood care.” The spot ends with the “What Care Feels Like” tagline, an idea expanded upon in the campaign’s other ads. “What Care Feels Like for the Dawson Family” and “What Care Feels Like for the Martinez Family” (both featured after the jump) explore the stories of real families who have stayed with Emblem for generations. The campaign launched yesterday with broadcast spots, subway ads and social components, and expands to paid digital on the 13th. Read more

CCO Darren Moran No Longer with Havas

darren moranToday we confirmed several tips regarding Chief Creative Officer Darren Moran, who is no longer with Havas Worldwide in New York.

While we don’t have any information regarding the nature of his departure or his future plans, we can say that the move was recent: the tips first popped up this morning.

For context, Moran arrived at Havas’ New York office last August after a one-year stint in the ECD role at BBDO New York and two years spent as CCO at what was then DraftFCB in Manhattan. (We last heard from him when he commented on the hiring of Creative Director Kate McCagg, formerly of Razorfish, back in April.)

We don’t have a list of recent work led by Moran, but based on the internal memo that greeted his arrival last year we can say that he directed creative for all Havas New York clients. He has also earned mentions from nearly every major awards show during his 24-plus years in the industry.

Jason Peterson, named Moran’s “co-CCO” for Havas North America, remains the agency’s chief creative officer in Chicago.

Havas Worldwide Introduces ‘The Breath Holder’ in Clever PSA

Havas Worldwide, Helsinki has launched a new PSA entitled “The Breath Holder.”

In it, we see a young kid practicing holding his breath. Each time, he seems to make it a bit longer, and keeps track of his times. At first it may seem like he’s doing this out of boredom, or perhaps to make a go at the record, but his real reason is revealed at the conclusion of the spot. We won’t give anything away, but you can check out the clever 60-second spot for yourself above. Read more

North American President Leaving Havas for Indie BDD

joy schwartsThis morning AdAge ran a story confirming the eminent departure of Joy Schwartz, who most recently held the position of president of performance marketing, Havas Worldwide Chicago.

According to our tipsters, this came as news to those who work(ed) for her.

Schwartz, who spent more than twelve years with Havas, will run the just-announced Chicago office of BDD or Barrie D’Rozario DiLorenzo (formerly Barrie D’Rozario Murphy), starting next week. As the piece notes, the Minneapolis-based agency has expanded its executive team in recent months, hiring president and partner Kevin DiLorenzo from OLSON and opening a San Francisco office while preparing to set up shop in New York as well.

Our tips specifically claim that staffers received no announcement regarding Schartz’s departure — and that they learned of the news first thing this morning via the AdAge piece itself.

Contacts did not respond to AdAge or this blog, but other sources (who apparently know more than those who contacted us) told the magazine that the agency has begun searching for Schwartz’s replacement. She assumed the role of president in May after serving as co-president since 2009.

Updates as we receive them.

Havas Crafts Rhyming, Animated Spot for Terminix

Havas created a new campaign for pesticide brand Terminix, centered around a rhyming, animated broadcast spot called “Death to Mosquitoes,” promoting the brand’s Attractive Targeted Sugar Bait.

The 90-second spot opens on an idyllic backyard, complete with swimming pool. “It’s sometimes simple to forget, but you are all full of blood,” begins the voiceover, “He may not attract all the girls, but to mosquitoes he’s a stud.” From there the spot’s Seussian rhyming and simple animation tell the story of a summer ruined by mosquitoes and the Terminix Attractive Targeted Sugar Bait that saves it. Both the spots style and approach are a bit of a throwback to a bygone era, but “Death to Mosquitoes” works, managing to be memorable in a category where it’s hard to make an impression (even in mosquito-filled August). Read more

Havas Taps Former College Football Stars for DISH Network

Havas Worldwide Chicago tapped former college football stars Matt Leinart, Heath Shuler and Brian Bosworth in their latest spot for DISH Network, promoting the DISH Anywhere app.

Also featuring the kangaroo mascots that just refuse to go away, the spot finds the three athletes deciding to head back to college after misunderstanding a conversation about watching live college football anywhere with DISH’s app. This is about as painful as the rest of DISH’s recent advertising, with the involvement of Leinart, Shuler and Bosworth the only thing really differentiating it. Hardcore college football fans might get a kick out of seeing the trio, but for the rest of us this is just another annoying DISH ad. Credits after the jump. Read more

Havas Strikes ‘Match’ for Cracker Barrel’s Campfire Meals

Havas Worldwide has a new spot for Cracker Barrel, promoting the chain’s limited-time Campfire Meals.

The 15-second ad, entitled “Match,” features a campfire set handcrafted from paper, wood and canvas. A toy owl perches on a stump, followed by a human hand lighting a match and lights a campfire illuminating a screen displaying Cracker Barrel’s Campfire Meals. Aside from the digitally inserted footage and CG embers on the fire, everything was “manually-operated, custom-built or hand-crafted” and shot in a single take. While it can come across as a bit hokey (which actually kind of makes sense for the brand), and the voiceover copy leaves something to be desired, the diorama set has a certain charm to it. It may have even been more effective with diorama stand-ins for Cracker Barrel’s Campfire Meals instead of the digital footage used. Read more

ECD Carl Rogers Leaves Havas

Carl RogersToday we confirmed that Executive Creative Director Carl Rogers is no longer with Havas.

We have very little in the way of details at the moment, so we’ll recap:

Havas Discovery President Paul Marobella recruited Rogers in March of last year to run the newly-formed “digital/analytics/CRM arm” in Baltimore. He was quickly promoted to ECD at Havas Chicago and worked “across offices” from New York to Baltimore.

In his own words, he “directly managed in excess of 16 accounts and 75 creatives across 3 agencies” and helped win the DISH, Dos Equis and other accounts.

He also blogged.

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