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Archives: February 2014

Friday Odds and Ends

-In honor of this year’s Academy Awards, Y&R wonders “if Oscar were a person…” by identifying brands in six categories, from fashion to travel, via its BrandAsset Evaluator. link; link

-What say you about the Reebok Delta (above), the apparel/footwear company’s new brand mark that marks a shift in focus to fitness? link

-Salt Lake City-based digital creative agency Struck has unveiled the case study for its “Mighty 5″ campaign for the Utah Office of Tourism. If you care, Struck has also provided a handy infographic for the campaign, which you can view after the jump. link

-Engine and Unruly Media are among those cracking The Sunday Times‘ 2014 “Best UK Companies to Work For” list. link

-L.A.-based post-production company Therapy Studios has added mixer Jeff Fuller to its roster. During his career, Fuller has worked with a variety of notable including 72andSunny, CP+B, TBWA\Chiat\Day and Leo Burnett.

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Virgin Mobile Has its Own ‘Obvious’ Campaign

Well, earlier this week we introduced you to Hotels.com’s obnoxious Captain Obvious character, and now we have another “obvious” related spot, this time for Virgin Mobile (which actually premiered a few days before CP+B’s spot), entitled “An Obvious Deal.” Are we sensing a theme?

“An Obvious Deal,” presumably created by Mother NY (we’re checking),  focuses on Virgin’s “obviously amazing” unlimited data and messaging for $35 per month deal. A spokesman laments that some people are missing out and says “Maybe we need to be more obvious” while drinking out of a mug advertising the deal. A bunch of obvious, over-the-top messages follow as the spokesman decides that a deal this obvious needs to be stated obviously. If you’re getting tired of reading “obvious” and “obviously” you probably shouldn’t watch the 30 second spot (featured above), which uses the word at least every 3 seconds. The similarities to CP+B’s spot are, well, obvious (sorry), with the closing “This is obviously our website” quite reminiscent of the “All these words are spelled correctly” line that closes “Captain Obvious.” Now let’s retire this whole direction before it’s completely milked dry.

 

DUDE Celebrates City Sports with ‘The City is What We Make of It’ for Diadora

Milan-based agency DUDE has launched a new worldwide campaign for Diadora called “The City is What We Make of it.”

A follow up to last year’s “Free to be Me,” shot in New York, DUDE’s latest finds the agency heading to L.A. for an homage to city sports. “Wake up early, look at it: this is our place” the spot begins, before following a group of young people making the city their playground. The 75 second spot is well shot, with intriguing footage of skateboarding, street bowling, rooftop golf and other wholesome urban activities, but the strained copy and smug voiceover have a tendency to undercut the spot’s potential. “Some ride in the gym, we gym on the ride” is an actual line (in reference to bicycle basketball) spoken in said voiceover.

While “The City is What We Make of it” is a clear follow up to last year’s campaign, retaining the “Free to be Me” tagline and spotlighting L.A. the way that campaign did New York, it also feels like a slight departure in certain areas. The new spot has a different tone than the more wistful “Free to be Me,” as well as some more energetic pacing. We’ve included that spot for reference after the jump, along with credits for “The City is What We Make of it.” Read more

We Hear: Droga5 NY Also in TripAdvisor Mix

tripadvisor1

Droga5 New York is saying “no comment” on the matter (which usually translates into anything but “no” at this point), but sources on the Spy line tell us that agency has joined the pitch for TripAdvisor, the 14-year-old travel directory/review/booking brand that launched yet another creative agency search at the beginning of this month. According to earlier reports, TA launched the review after partnering for less than a year on offline creative work with The Fantastical, a Boston-based shop formed by a a pair of Mullen alums. Along with Fantastical, TripAdvisor has also worked with Hill Holliday and Weber Shandwick on media and PR efforts, respectively, though it appears that neither agency is affected by this latest review. From what Adweek initially reported, other agencies allegedly in the TA review mix include Goodby and Leo Burnett NY. We’re checking with all and will keep you posted.

While we’re on the Droga5 tip, we’ve received from clarification from those in the know that unlike what we’ve been hearing today, there have been no formal layoffs in the NY office, just a few reductions that were performance-related.

Young Art Director Starts Tinder Campaign to Find Job

Manuel

A young art director by the name of Manuel Caminero , who’s also toiled in the creative underbelly of DFCB NY and SF-based Cutwater, has started a campaign on Tinder in an attempt to land a junior level gig in Sydney.

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We’re not sure we’ve seen Tinder used to find a job before, although Google has worked for folks in the past. Caminero hopes to prove his portfolio has merit by gaining 100 positive reviews on the page, which he hopes will then impress prospective employers. You can check out Caminero’s portfolio here, and, if you like his work, leave a positive review. We understand finding work isn’t easy, but maybe Caminero’s unusual approach can help him stand apart from the pack. We wish him the best of luck.

Most Popular Stories on AgencySpy from the Last 7 Days

W+K Launches New Facebook Campaign, On Couch Skis

Well, W+K has certainly moved on from the “Everything is like Facebook” approach they used in 2012 to launch their relationship with the social media giant. The agency’s newest campaign demonstrates how Facebook can facilitate events like a couch ski race.

The “Couch Skis” spot (featured above) shows a group of youngsters getting the word out about their winter “couch race” via Facebook. A large group of friends cheer as the two couches speed down the snowy hill, followed by the tagline, “Whatever the event you always have a team.” The new approach makes a lot more sense than the one W+K employed early on, and they certainly make couch racing look like fun.

Another spot in W+K’s new campaign shows how Facebook can help you find the right tango instructor, working backwards chronologically from a successful lesson to a friend’s suggestion of the instructor on Facebook. A third spot shows a series of wedding photo and poses the question, “Why have one photographer when you can have a hundred?”

The new ads have been shared by Facebook on YouTube, and, of course, on Facebook — where, Mashable reports the social network has disseminated the videos in users’ News Feeds using Promoted Posts. There are currently no plans to air the new spots on TV according to the site. Stick around for “Tango” and “Photographer” after the jump. Read more

Cheil UK Builds Camera-Bot for Samsung

Inspired by the Mars exploration rovers, Cheil UK built a “web user-controlled camera-bot, the first of its kind, called the NX Rover, for Samsung to showcase the unique connectivity of the Galaxy NX Camera.” Needless to say, it’s pretty badass.

To demonstrate the Galaxy NX’s capabilities, Cheil UK is sending the NX Rover on an international trip to “a series of extraordinary places and events.” Planned stops include London Super Comic Convention, an FC Bayern Munich training session, on-location in Iceland, and an after-hours visit to a major London museum. Samsung will also be giving interested parties the opportunity to take control of the NX Rover and snap shots with the Galaxy NX camera. To accomplish this, Cheil “built an interface which will give users real time control of the camera via a ‘point and click’ function.” Users can also control the arm of the Rover which can extend up to 2m high. Among the other Rover functions are up/down movement of the arm, 360-degrees pan and tilt/pivot of the camera, as well as focus and zoom.

“We wanted to reignite the spirit of adventure and put the NX in to the hands of the photographers everywhere, and do it in a way that did justice to this game-changing product,” says Cheil UK COO Matt Pye. “Through the NX Rover keen photographers will have the opportunity to see and capture some of the world’s most interesting places and characters in an entirely new way.”

If you’d like to try out the NX Rover experience yourself, head on over to Samsung’s microsite and check it out.

Friday Morning Stir

-WPP/GroupM agency MEC has promoted managing director, Stuart Bowden and COO, Jason Dormieux, to joint chief execs in the UK. link

-Speaking of WPP, here are some of the holding company’s 2013 results. link

-Nonprofit organization ADCOLOR, which aims to champion diversity in advertising, PR, entertainment, etc., has appointed Austin’s own GSD&M as its new agency partner.

- The New York chapter of the American Marketing Association will hold the 2014 induction ceremony for its Marketing Hall of Fame on Wednesday, May 28 at the offices of JWT New York. link

-Saatchi & Saatchi South Africa gives a garbage truck a somewhat intriguing makeover to promote Tuffy Brands (above).

-Experiential agency Neverstop, a unit of The CHR Group, has partnered with Nordstrom to launch a pop-up store in NYC’s SoHo area today that will run through Sunday, March 2. The pop-up shop will feature Sarah Jessica Parker discussing her new SJP shoe collection. link

CP+B Vet Assumes Head of Integrated Production Post at Chiat NY

chadtbwanyIt took some time, but the folks at TBWA\Chiat\Day New York have finally landed a new head of integrated production in Chad Hopenwasser, who joins the agency after spending nearly the last eight years at Crispin Porter + Bogusky. Hopenwasser essentially succeeds Robert Valdes, who left Chiat NY last spring and eventually joined up with Droga5 NY to serve as head of interactive production. But Valdes, as you may know, has recently left Droga5 to join up with old Chiat pal Mark Figliulo at the latter’s new shop, Figliulo & Partners.

As for Hopenwasser, the exec spent the last couple of years at CP+B  serving as VP/director of video production across the agency’s network, working on, among other efforts, campaigns for Xbox and the new Kraft Mac n’ Cheese work starring Vanilla Ice. Prior to his lengthy stay at CP+B, Hopenwasser spent six years at Grey New York. He will officially assume his new post at Chiat NY in mid-March and work along the agency’s ECD, Matt Ian, and report to report to office president, Robert Harwood-Matthews.

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