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Archives: June 2014

Monday Staffing Roundup

James Rouse

-Director James Rouse (above) joined the ranks of production company The Corner Shop mere days after the Harvey Nichols ‘Sorry, I spent it on myself’ spot he directed won a Grand Prix at Cannes Lions. Rouse-helmed campaigns for Marmite and VW also earned awards (a Gold Lion and Three Bronze Lions, respectively); his first feature film Downhill saw release in 2013.

-Los Angeles creative agency Mistress added two new partners to its roster: Boris de Malvinsky and Hartmut Heinrich will be co-MDs of the shop’s first European office in Hamburg and run “dedicated entity” Mistress.tech from Germany and LA. de Malvinsky worked at Germany’s largest agency Jung von Matt before joining kempertrautmann, and Heinrich was a partner at global strategy consultancy Vivaldi Partners Group.

-Meredith Xcelerated Marketing hired Dawn Furey as SVP, Head of Social, effective immediately.

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Mediabistro Course

Storytelling for Media Professionals

Storytelling for Media ProfessionalsLearn how to use stories to inspire, connect, and persuade your clients! In this workshop starting September 3, you'll learn how to uncover stories in everyday life, incorporate stories into your media work, use storytelling techniques with clients, all to improve your pitch and presentation skills. Register now!

Former Grey Execs Launch The BAM Connection

-19A pair of former Grey executives — Rob Baiocco and Maureen Maldari — officially launched The BAM Connection today in Brooklyn with “the tenacious pursuit of creativity through simplicity” as their mission statement. Located at 20 Jay Street, in the middle of the tech mecca Dumbo, The BAM Connection launches with a list of clients that includes Terlato Wines, The American Heart Association/American Stroke Association and Wrangler Western Jeans, and will also be an active member of The Ad Council.

“The world of marketing is way overcomplicated,” explains Baiocco. “And all that complexity sucks the life out of ideas, gets in the way of speed, and strangles creativity. Simplicity liberates creativity. And from there, the ideas just explode outward.”

“When you’ve lived, and fought that complexity everyday, you know how to eliminate it,” added Maldari. “And I’ve gotta believe clients will rejoice because they must be exhausted by it.”

The BAM Connection hinges their approach on what they call “The One Shot Answer,” which they define as “one short, compelling phrase that nails your brand meaning, then directs and connects all your communications.” Baiocco and Maldari think the approach will appeal to those growing tired of the traditional agency model. Read more

Hawthorne Direct Reintroduces :DentalPlans

Full-service brand response agency Hawthorne Direct has launched a new campaign rebranding : DentalPlans, “the largest dental savings plan marketplace.”

The result of “an intensive creative and customer insight research process performed by : DentalPlans over the past year,” the campaign includes a television spot and branded videos, as well as a new logo, tagline, and iconography. Their approach is perhaps a little too shaped by the insight research, as the video stretches well beyond the two minute mark in an attempt to squeeze in information. That the video is a bit on the dry side to begin with makes the extended duration a bit of an ordeal to sit through, although you may be glad you came across it if you are in fact in the market for a dental plan.

“The challenge of helping a company communicate their offerings while driving response is one that our team at Hawthorne excels at,” said John Pucci, chief creative officer at Hawthorne Direct. “This endeavor was made much more rewarding by the willingness of the : DentalPlans team to work closely with us as an active, engaged partner. Our goal here was to develop a contemporary TV campaign that would bring new life to the : DentalPlans brand. The commercials were created to be simple and uplifting. The look, feel and tone of the new brand are translated across all of the commercials and videos that Hawthorne created.” Stick around for credits after the jump. Read more

Monday Odds and Ends

-Grey’s San Francisco office has been named the exclusive marketing partner for Bay Area institution, The Sweetwater Music Hall.

-New Orleans-based agency Peter Mayer is getting into the July 4th spirit by letting everyone virtually sign the Declaration of Independence by tweeting #SignIt2014 to @peteramayer or visiting the campaign site here.

-In case you missed them, Leo Burnett Chicago and Culver City, CA-based VFX house Zoic Studios teamed up to create gala experiences at Cannes. link

-Speaking of Cannes, now that this year’s event is in the books, it’s time to turn those Gold Lions into cold, hard cash (above).

-Google is axing its 10-year-old social network, Orkut, which like the band Mr. Big, was apparently big in Asia. link

-The London International Awards has extended its entry deadline to Monday, July 14. link

-Boston/Philly-based shop  allen & gerritsen (a&g) has been named the first social-strategy agency of record for global audio brand, Shure. link

Enthusiasm for Digital Ads Is Cooling Down

shutterstock_183183572

Depending on where you work and how old you are, trends in digital/social advertising may be either your stock in trade or the biggest thorn in your side.

According to the always-reliable Market Research, however, the loud victory march of the Ninjas and their allies the Gurus isn’t quite as triumphant as one might think.

In fact, multiple reports show the shift from Old School to New slowing in some respects.

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Gaming Ads Are the Biggest Thing Around…If You Ask Sony

4theplayers

There is no real breaking news here. Advertising for video games has only grown more prevalent with the launch of interactive gaming as top brands aim for a little word-of-mouth love, real-time sharing and a larger piece of the consumer pie.

However, this story from Business Insider is news: Sony has spent $59 million on PS4 advertising … in the past five months alone.

Moreover, the company succeeded in its efforts to trample Microsoft’s marketing campaign, which only spent $34 million within the same time frame.

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Sorcher Films Gets Emotional for SpeakingPhoto

To promote the new social sharing app SpeakingPhoto (available on Android and iOS), which sets “itself apart from youth-based social sharing apps by offering a way for consumers and businesses to document, keep and share important stories with their communities and customers,” Sorcher Films was tasked with telling stories with a real emotional payoff. Sorcher Films and writer/director Peter Sorcher responded with a series of branded content videos.

Sorcher worked directly with SpeakingPhoto to create an “interwoven, multi-character narrative to drive home an emotional connection to SpeakingPhoto.” He took a feature-film approach, creating back stories for all the characters, despite knowing that most of the footage would be cut from the final edit. This, coupled with quality editing (also from Sorcher), makes for the impression that the characters are more fleshed out than what we see onscreen, allowing for emotional moments that speak to the SpeakingPhoto’s uses.

“People see spots for apps with people engaged with screens and just tune out, so I wanted to create something that really makes the viewer take an active role to figure out who these characters are and what they are doing with SpeakingPhoto,” Sorcher said. Stick around after the jump for credits and another SpeakingPhoto spot. Read more

Fetch Appoints New UK CD; Jack Morton Signs New SVP, Director of Strategy

Fetch

A couple of agency staffing changes hit our inboxes this morning.

First: Fetch, described as “the global mobile agency”, hired its first Creative Director in London. Paul Eric Lefebvre, pictured above right, will direct creative across the agency’s client list, which includes Hotels.com, StubHub, eBay, Sony Music and Krispy Kreme (unbeknownst to us, the chain apparently exists outside the Deep South and The Seventh Circle of Penn Station).

Lefebvre will report directly to Fetch CCO Greg Grimmer, who describes the hire as part of a strategic decision to focus more heavily on creative in addition to mobile strategy, planning, buying and analysis.

The new CD previously served similar roles at UK agencies Reflex, Katana and RSCG after working on the client side in design for L’Oreal and Louis Vuitton.

Read more

Monday Morning Stir


-Publicis helps Wendy’s bring back the pretzel bun with some nostalgic crooning (video above). link

-KLM removes Mexico-trolling World Cup tweet. link

-Taejay Lee has re-joins Saatchi & Saatchi Thailand as head of live creativity. link

-Some more evidence that visuals outpace text. link

-Facebook scores one billion interactions for World Cup. link

-Ashley Madison billboard seemingly uses likeness of Hilary Clinton. link

-American Express teams up with fashion photographer for real-time exhibition. link

Advertising Jobs: Wilen New York, Two Nil, Cramer-Krasselt

This week, Wilen New York is hiring a senior copywriter, while Two Nil needs a digital marketing specialist. Cramer-Krasselt is seeking a senior spot buyer, and Cooke and Co is on the hunt for a production manager. Get the scoop on these openings and more below, and find additional just-posted gigs on Mediabistro.

wilen130

Find more great advertising jobs on the AgencySpy job board. Looking to hire? Tap into our network of talented AgencySpy pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

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