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Archives: December 2010

Most Popular Stories on AgencySpy of 2010 (Pt.3)

Don’t worry, people, it’s the second to last day of our most popular stories of ’10 countdown and this time, the inclusions were both expected and surprising (what, still no Bogusky resigning or Eric Silver post?) Anyhow, no need for drumroll, let’s just get this show on the road.

#4: MacGruber’s Nude Photo Shoot Reveals Tiniest of Tinies (NSFW)

Guess the hype didn’t pay off as the movie was a total bomb. Even still, the fact that this item cracked the top 5 left us kinda speechless.

#3: Ocean Spray Reams Arnold Creative in Insult-Laden Voicemail

“I’d like to address the unfortunate circumstances that led to this blog posting on Agency Spy. Ocean Spray would like to apologize to Dan for the voicemail left on his answering machine, which is not indicative of Ocean Spray’s values. We will, of course, also be contacting him directly to apologize in person….”

Miami Ad School Student Happily Reflects on Life at Digitas

Despite the mostly negative feelings expressed by our commenters in various posts about Digitas, the Publicis/VivaKi agency has at least one fan in Artur Benchimol, a Miami Ad School student who spent this fall as a “greenhouse intern” at Digitas Boston and sends his appreciation to the shop and the “awesome people” he met via this clip. After effects, green screen, swaying tropicalia melodies and mermaids all play a part in Benchimol’s fond farewell. Say what you will about the production value or sentiment, it’s nice to see a young lad brimming with optimism before he eventually becomes another jaded industry creative.

Nutrisystem Hands AOR Duties to Santa Monica Shop

Marie Osmond can only do so much after all. In an effort to change its own approach and of course, compete with the likes of Weight Watchers and Jenny Craig, Nutrisystem has tapped Santa Monica, CA-based DonatWald+Haque as its new agency of record. The 13-year-old shop bills itself as a “leader in accountable brand advertising” and it’s perhaps the “accountable” part that attracted the weight-loss brand, which says that it chose DW+H because the agency merges strategic long-term brand-building with ROI-positive results.

Though Nutrisystem spent $297 million in measured media in 2009, the most out of the three mentioned brands, revenue fell four percent in the most recent quarter according to Mediapost. So, perhaps a jolt was necessary. In a statement regarding Nutrisystem’s choice, the company’s CMO Chris Terrill says, “DW+H was a great fit for us as they understand how to balance ‘branded response’ with telling a compelling and emotional story. For us, that meant focusing on what makes a brand like Nutrisystem so special by crafting a memorable, fresh creative approach that connects with our consumers.  In this new campaign they’ve captured the spirit of transformation that our members experience when they lose weight – and that our entire company is experiencing as we make some big changes to our business.  I’m thrilled with the campaign and  excited about the new direction this takes the brand.”

DW+H has hit the ground running it seems as a new integrated campaign already launched on Dec. 26.

Wednesday Morning Stir

-American Airlines takes over NYC subways. Feels a bit awkward, though. link

-Mark Zuckerberg makes his way to Bangkok. link

-72andSunny developed a GPS-enabled loyalty program for CKE Restaurants. link

-Fast Company offers its list of the 10 best (and worst) rebrandings of 2010. link

-Rasmussen: Only one in five Americans want the FCC to regulate the interwebs. link

Tuesday Odds and Ends

-Spanair makes that long holiday flight from Barcelona kind of worth it (above). link

-McDonald’s promoted Edgardo A. Navarro Linares to VP, multicultural marketing for the U.S. link

-BBH Labs looks at what collaborative consumption means for marketers. link

-Another day, another social media trends in 2011 post. link

-Survey: Agencies are more optimistic about the economy than client execs. link

-AT&T puts ratings and reviews on its Facebook page. link

-Yeesh, Pomplamoose and Hyundai just can’t catch a break. link

-The iPad reigned supreme in terms of tablet demand during the holidays. link

-Is B2B social media marketing relevant? link

W+K, Nike Chronicle Kevin Durant’s Friendship with His Neighbor

Well, at least one major agency’s awake during the holidays. Oklahoma City Thunder small forward/shooting guard Kevin Durant is a blossoming NBA superstar, and as the very young face of a fairly new team located in the middle of nowhere, Durant is looking more and more like the anti-Lebron James. Oddly enough, W+K and Nike seem to be playing up Durant’s “man of the people” persona in contrast to the brand’s recent campaigns featuring James.

Using Durant’s Oklahoma City neighbor and Thunder superfan Mathias Murphy to give a candid, low-budget look into the opinions and personality of the NBA talent, Nike and W+K have turned Murphy’s Twitter and YouTube profiles into an interactive fan forum. As seen above, Durant openly gives his neighbor an honest opinion on the Dallas Mavericks’ star Dirk Nowitzki in preparation for last night’s game (which the Thunder lost despite Nowitzki leaving in the second quarter with a knee injury).

Since the campaign launched in late October, Murphy’s YouTube has seen over 4.4 million views, he has over 10,000 followers on Twitter and the newest NBA Jam videogame features Durant and Murphy as an unlockable team, proving that having an NBA player as your next door neighbor can be an ideal living situation if he’s not a jerk.

Dentsu CEO to Celebrate New Year with 3,500-Mile Bike Race

With breaking news dribbling in like molasses this week, it’s refreshing to get a human interest story that concerns someone within the industry. Will Travis loves his extreme sports it appears and having spent his first full year as CEO of Dentsu America, the exec is celebrating by taking part in what is known as the Dakar Rally, a 3,500-mile race through the Andes that begins and ends in Buenos Aires.

Travis’s mode of hi-speed transportation will be a BMW 1200 GS Adventure motorcycle, that will hopefully serve him and his Raw Hyde team well through the 12-day trek, where contestants bike through dunes, deserts and mountains at a pace of 300 miles a day. We sure as hell wouldn’t do it, so good on you Will. As for background, Travis has been with Dentsu for two-and-a-half  years, is a board member of Promax BDA and spent over 10 years at ATTIK, where he ultimately ended up as president. You can follow his Dakar Rally exploits here.

Most Popular Stories on AgencySpy of 2010 (Pt. Deux)

As we continue our stroll down memory lane and revisit the most popular items of the year throughout this short week, it’s down to #5-7 on our rather surprising list (no Bogusky resigning, no C-E layoffs, no kidding). Let’s just get this show on the road.

#7: Ogilvy NY CDO/CCO Not Happy with Ogilvy NY’s Digital Work


“Dear all,

I just checked out the recent digital launches from Ogilvy New York. 6 websites in all. To be frank with everyone, it left me with a migraine and the beginnings of a depression. To be even more brutally frank, it’s simply not good enough….”

#5 and 6 after the jump.

Read more

Gillette Finally Cuts Ties with Tiger Woods

Seeing as we were in our Xmas-induced coma, we glanced over the fact that Tiger Woods‘s relationship with Gillette will come to an end on Dec. 31. It was only a matter of time, since the brand basically phased Woods out of its Champions campaign following his marital maelstrom late last year.

In the case of Gillette at least, Woods isn’t being singled out thanks to his indiscretions–at least according to his agent, Mark Steinberg, who tells USA Today, “Gillette is ending their ‘Champions’ campaign. That is the reason for not continuing.” He might have a point as other Champions athletes are getting dropped by the P&G brand at year’s end as well, including footballers Thierry Henry and Lionel Messi. The aforementioned campaign kicked off in 2007 and used 38 different athletic endorsers from seven sports to spread the Gillette message to 180 countries.

Still, one can obviously assume had Woods not completely fallen from grace as quickly as one of his tee shot strokes, he still would be a proud fixture on the Gillette roster. After all, his old Champions chums Roger Federer and Derek Jeter are being kept on board by the brand for local and global marketing efforts.

In case you weren’t keeping score, here are some links to recap the Woods sponsorship fallout over the past year:

Gatorade Drops Tiger Woods

Accenture Really Wants Nothing to Do with Tiger Woods

Tiger Woods’ Libido Costs Loyal Sponsors $12 Billion

Tag Heuer Tames Relationship with Tiger

Year-End Poll: Which Holding Company Fared Best in 2010?

We know Sir Martin Sorrell can talk a a good game about the state of his giant ad umbrella firm, WPP. But along with earnings calls and various positive financial reports to serve as tangible data, there are other criteria to look at when it comes to determining which holding company truly stuck out in 2010. There are layoffs/staffing to be considered, as well as acquisitions, expansion, innovations, account wins/losses and of course, the work itself. So we ask you this broad question, AgencySpy readers. In heart of hearts, which of the major holding companies fared best in 2010? Of course, there are always the indie agencies to be considered, including Wieden + Kennedy and others. We just figured we’d lay it all out there as the year draws to a close, so please consider carefully, click the link right below, take your pick and indulge our curiosity for a minute if you please.

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