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Archives: June 2014

Friday Odds and Ends


-Seiden partnered with Health Quest and Walkway Over the Hudson for a six week fitness challenge (video above). link

-R/GA’s provocative Cannes slide. link

-Adidas is already removing Luis Suarez from its World Cup ads. link

-Woman files lawsuit blaming fall on creepy Dexter ad. link

-Late-night is an unusual bright spot in otherwise lackluster TV upfronts. link

-ESPN breaks record for streaming viewers with U.S. World Cup match. link

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.

Will Advertising Lead Detroit’s Renaissance?

LCE Detroit InsideDetroit.

It’s the nation’s No. 11 media market, No. 9 African-American market, No 15 Asian-American market, and No. 43 U.S. Hispanic market. It’s a sports mecca, the birthplace of Motown and the American automobile, home to Belle Isle and host to some of the coolest art-deco in the country.

It is also a city currently $18 billion in debt, relying on casino cash to survive, and losing residents by the GM truckload. The marketplace surrounding Ford Field, which included a barren historic complex and the J.L. Hudson Warehouse (also completely empty), was supposed to be the spark to light that phoenix ablaze.

And then Lowe Campbell Ewald moved in.

Read more

Cannes 2014: South by Southern France via MRY

Cannes

After spending the week at the 2014 Cannes Lions International Festival of Creativity, the good folks over at MRY have pulled together some key takeaways from their experiences overseas. 

David Berkowitz, Chief Marketing Officer

The biggest surprise for my first year in Cannes was how much the festival resembled another that I’ve been going to for years – South by Southwest. Everywhere along the most populated areas of the Palais and the Croisette were banners for tech brands such as Google, Yahoo, Microsoft, Pinterest, Spotify, and the Mobile Marketing Association. Yachts flew flags of companies such as Celtra, Vibrant Media, and True[x]. Even more traditional brands such as the Daily Mail and Clear Channel were heavily touting their digital offerings. On the main stage, celebrities followed suit, with Patrick Stewart taking a “dronie” (a selfie powered by a drone) for Twitter, and Kanye sharing the secrets behind his famous wedding photo on Instagram. Meanwhile, Volvo Trucks won in B2B for a YouTube campaign, while British Airways triumphed in out-of-home awards for a billboard powered by real-time flight data. 2014 is the year tech totally took over the Lions, and there’s no turning back.

Read more

Ex-CP+B ECD Roper Heads to EnergyBBDO (Updated)

TimRoper1After spending the last two years as a writer/director at production company Partizan, Tim Roper has returned to the agency world, joining up with EnergyBBDO in “a senior creative capacity” according to sources familiar with the matter.

Roper, who we’ve been told arrived at the Chicago-based agency last month, spent the majority of his ad career at Crispin Porter + Bogusky–15 years in all–moving from Miami to the L.A. office over a decade ago and eventually settling in its Boulder HQ before leaving for Partizan in 2012. No word yet on his exact title at EnergyBBDO (we’re hearing ECD), but during his lengthy stay at CP+B, Roper worked on campaigns including the Burger King “Simpsonize Me” effort, the Will Arnett-starring Hulu spots and Sprite “Sublymonal.” During his career, Roper also worked early on as a copywriter/CD at Mullen.

Update: We received the following tip, clarifying Roper’s role at EngergyBBDO: “Tim Roper is a still a Director and committed to that role industry-wide. He is one of those rare talents who can do both. Currently he is assisting Energy BBDO and CCO Mark Taylor in an ECD capacity on several pieces of business. Duration, yet to be [determined].”

 

Most Popular Stories on AgencySpy from the Last 7 Days

New Platform Tongal Crowdsources Advertising

Tongal

A new platform called Tongal allows users to pitch ideas for ad campaigns directly to brands.

The way it works is pretty simple. A brand announces it is looking for a new ad campaign, and users can then pitch a tweet-length to them. The brand then picks their favorites, pays the people who came up with them, and gets in touch with directors (also part of the Tongal community) to shoot the ads. Once the process is complete, the winning video is chosen as the brand’s official new ad. The site already boasts over 50,000 users participating in daily ad contests. Brands involved include McDonald’s, LEGO, Ford, Pringles, and Oral-B.

“Myself, Rob (Salvatore) and Mark (Burrell) had come from Hollywood studios and were frustrated about how much waste we saw with creative talent,” Co-founder James De Julio told PSFK. “It seemed to be a closed system – the same people receiving multiple offers because of personal connections, seniority…we wanted to change that. That’s why the Tongal platform works, it gives everyone access to work. We like that we’ve created a meritocracy where people can earn real money and get their best work on a global stage.”

Toyota Taps Droga5 to Hype Hydrogen Fuel Cell Vehicle

droga5Earlier this week, Toyota announced the consumer release of a new Hydrogen Fuel Cell vehicle in Japan, the U.S. and Europe slated for 2015. Now, AdAge reports, Toyota has chosen New York agency Droga5 for the car’s pre-launch campaign.

The move marks the first auto marketer on Droga5′s roster. Although Saatchi & Saatchi LA is Toyota’s agency of record, the company looked to other agencies for new ideas for the breakthrough vehicle. “We approached Droga5 to give us some ideas, and they came back with something that blew us out of the water, said Kimberley Gardiner, director-digital marketing strategy for Toyota Motor Sales USA. “It ended up being a full campaign pre-launch proposal.”

“The opportunity was very much in our wheelhouse,” Droga5 Creative Chairman David Droga said. “If you get a call from Toyota asking, ‘Do you want to help launch the new generation of vehicles?,’ that’s about as juicy an opportunity as you can get, so we took that very seriously, and here we are. It’s very validating to have a chance to work with a brand like this.”

Gardiner didn’t reveal any details about the campaign, but, according to AdAge,”pre-launch will begin in the coming months, rolling out initially in the U.S. in digital and non-traditional media” and will last from 12-18 months.

McCann NY Takes Unique Approach to Gun Safety PSA

You might not associate a sex toy battle with gun safety, but McCann New York ties the two together in a new 30-second video entitled “Playthings” that (finally) takes a different approach to the familiar gun safety PSA, created for gun responsibility organization Evolve.

In the spot, a woman goes to pick up her son at a friend’s house and finds him locked in heated sex toy battle with his friend. The friend’s mother, of course, looks horrified, and just when you thought things couldn’t get any more awkward one of the kids turns on the vibration feature. Around this time the voiceover intones the message, “If they find it, they’ll play with it. So always lock up your guns.”

The humorous approach is a welcome departure from the typical gun safety PSAs — which we see a lot of. “Playthings” is a lot more memorable than those efforts, and a lot harder to ignore, which makes it more likely to effectively communicate its message and even reach people who might just tune out the more serious, stern warnings of other gun safety PSAs. Of course, some of those people will just find the suggestive humor packed on “liberal propaganda” that much more offensive. But then McCann and Evolve didn’t really have any hope of reaching them anyway. While this isn’t the first time Evolve has employed humor in its PSAs — Saatchi & Saatchi New York’s February effort “The Bill of Rights for Dumbasses” took a similarly lighthearted approach — it is definitely the most effective. “Playthings” has already generated a fair share of buzz, approaching one million views since being released Wednesday and eliciting mentions in myriad media outlets. Credits after the jump. Read more

UPDATE: Layoffs at Razorfish North America

razorfish

The tips have been pouring in this week, and they all tell of staffing changes at Razorfish North America.

Several tips claim that 20 to 25 staffers have been dismissed from the agency’s Chicago office alone.

Others report layoffs at the agency’s Atlanta and West Coast offices, listing the total of North American employees dismissed at 100.

On the plus side: one tipster claims that, while confirming the downsizing, the agency’s CEO also announced that employees will receive merit-based pay increases on August 1st.

UPDATED: This morning the agency released a statement:

“Like most companies, flexes in business require us to realign in order to accommodate the evolving needs of our clients. The recent workforce reduction represents less than 3% of our global headcount. We remain committed to sourcing world-class talent and further strengthening our capabilities to deliver business transformation. Our immediate focus is ensuring we continue to provide the best services possible to our existing clients and new accounts such as Peet’s Coffee & Tea and Car2Go.”

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