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Posts Tagged ‘Bonin Bough’

Friday Odds and Ends

-In case you missed, here are last night’s One Show winners. link

-Jerry Stiller, aka Frank Costanza, continues his commercial career in a new spot for Mitsubishi Electric Cooling & Heating brought to you by Ames Scullin O’Haire (above).

-Seattle-based digital media firm Smashing Ideas hired Brian Marr as director of strategy.

-Rosetta celebrates Mothers Day by addressing the world water crisis for link

-Car mag Hot Rod re-launched its entire brand across multiple media channels. link

-Bonin Bough, the PepsiCo alum and current Kraft Foods VP for global media and consumer engagement at Kraft Foods, reacts to being mocked by Stephen Colbert. link

-Landor Associates was tapped to develop a communication plan and design a sustainable waste receptacle for the Central Park Conservancy.

-Viral ad platform VirURL launched its public beta this week. link

-Facebook co-founder Eduardo Saverin has renounced his U.S. citizenship because, according to reports, he wants to avoid paying “hefty taxes” on his stake following the social network’s IPO. link

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SXSWi Chat: A Few Minutes with PepsiCo’s Director of Digital

Once again, PepsiCo and its multiple brands dominated a sizable amount of floor space at the Austin Convention Center, and like last year, we enjoyed a conversation with one of its key execs. Instead of Bonin Bough, who split for Kraft a month ago, we had the opportunity to chat with Pepsi’s current director of digital media, Josh Karpf. This year, along with a real-time, “zeitgeist” data visualization board that you can see in the background in the pic above (that’s Karpf on the right in case you needed clarification),  the food/bev giant was touting its “What If Unconference.”

According to Karpf, the event consists of “…a series of structured brainstorms, throwing out themes related to digital, like how to use digital talent to affect organizations, digital startups, [and] we’ll have digital thought leaders facilitate.” As far as “digital thought,” what’s intriguing Karpf seems to be how fellow giant brands are making their presence known in the space. “This SXSW, There are a lot of brands you wouldn’t expect that are here that are announcing technology-focused  initiatives, like American Express’s Twitter project, Nike’s FuelBand. It supports our thesis on why we’re down here It shows where culture is going.

In addition to Interactive presence, PepsiCo is also delving into the Music portion via a partnership with and is pulling double-duty in the Film realm via a Brisk bodega pop-up store that ties into the soft drink’s promotion of the Star Wars : Episode 1 IMAX release.

We recall that last year’s hot trend/tool was GroupMe, which somewhat faded into obscurity. So what’s the item gaining all the buzz at this year’s festival? Karpf says, “Looking at the coverage, people are taking about apps like Highlight and Hibachi. I think about it as analog meets digital. It makes your Faceook graph and presents it back to you in a way that’s useful to you right now. Taking all your information and presenting it in a way that’s useful as of right now in an elegant way.”

Wednesday Morning Stir

-Bell Canada is giving five cents towards mental illness every time this tweet is RT’d. link

-BBH New York is helping BBC viewers “Touch the Stars” in a new campaign promoting the network’s iPlayer iPad app (above). link

-Massachusetts-based firm Rice McVaney Communications opened up an office in Redmond, WA and hired Goodby alum Nick Gesualdi to run it.

-PepsiCo’s digital/social media director Bonin Bough is leaving for a gig at Kraft. link

-Pinterest is blowing up according to comScore. link


Thursday Morning Stir

-TBWA\Chiat\Day NY alum Jonathan Lee joined Rosetta as partner, strategic and account planning.

-Holler Sydney is helping raise money for Red Cross Japan by selling limited edition art prints (above). link

-Bonin Bough, PepsiCo’s global director of digital and social media, say brands need digital to stay relevant. link

-WPP’s 2011 budget could compel the agency umbrella to move its tax base back to Britain. link

-Is Facebook undermining your brand? link

-Google launched its own online magazine. link

Notes from the Pepsi Playground

Just before SXSW attendees cracked open their bottles moments ago to toast to happy hour, we managed to wander over to the PepsiCo Playground, which the brand has built for the third year in a row at the Austin Convention Center. Call it a an over-the-top monument celebrating their portfolio of brands and continuing SXSWi sponsorship, the Playground this year features among other things a Super Shopper digital game that uses technology developed by PepsiCo10′s Evil Genius Designs (Dennis Crowley is on his way down to partake from what we hear) and lets players “shop” for PepsiCo products, post scores to the leaderboard and tweet photos of games to their social networks. In addition, there’s a limited supply of Lipton Brisk cans (above) featuring images crowdsourced from Instagram users as well as live streaming of keynotes and other events doing down in downtown Austin.

We snagged PepsiCo’s global director of digital and social media Bonin Bough for a few minutes and he tells us that the biggest takeaway at SXSWi 2011 thus far, and you needn’t be a high-level exec to drop this kind of science, is that brands are “further embracing emerging technologies.” Revelatory statement aside, we haven’t witnessed the emergence of cloud computing as a hot SXSW trend like PepsiCo predicted. But then again, it’s only Saturday.