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Posts Tagged ‘Craig Conrad’

Diddy Joins Fiat Fold to the Tune of Pharrell’s ‘Happy’

Doner created a new global campaign called “Mirage” for FIAT, in promotion of their new Fiat 500L, the first four door vehicle from the automaker (which we guess is now officially Fiat Chrysler Automobiles). “Mirage” enlists the help of Diddy and Pharrell‘s hit “Happy,” which you may recall as the song from the world’s first 24-hour music video, and the soundtrack to Despicable Me 2.

“Mirage” is (as you might have guessed) set in the desert. Two lost travelers searching for rescue see Diddy drive by in a Fiat, but dismiss the sighting as a mirage. When they then stumble on Diddy‘s REVOLT soiree, they again dismiss the vision as a mirage, with one of the travelers pointing to the new Fiat 500L and saying, “The Fiat over there has four doors. Fiat only makes small cars, it’s not real.” The line draws attention to the misconception that Fiat only builds small cars as a way of introducing the new Fiat 500L, further cemented by the tagline, “Unbelievably Big” (which is sure to elicit snickers and/or “That’s what she said” jokes from certain corners of the ad community). In the spot, Diddy once again proves himself a much more talented comedic actor than rapper (for further evidence, see Made or Get Him to the Greek), delivering the spot’s punchline (which I won’t reveal here) with great timing.

Doner’s global campaign will roll out this Thursday, with the TV spot running both nationally and internationally, and will also include online components. Stick around for credits after the jump. Read more

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Friday Morning Stir

geometry

-The WPP-owned entity that is now Geometry Global has appointed a new leadership team that includes:

  • Bruce Henderson, CCO, North America (previously Chief Creative Officer, North America, G2 Worldwide)
  • Eric Pakurar, CSO, North America (previously Executive Director, Head of Strategy, G2 USA)
  • Hugh Boyle, chief digital officer, Global and North America (previously Global Chief Digital Officer, OgilvyAction)
  • David Coppock, chief data and analytics officer, North America (previously Executive Director, Data and Analytics at G2 Worldwide)
  • Kevin Shelhamer, managing director, Geometry Global Chicago (previously EVP, Shopper Marketing at Geometry Global)
  • Kristen McCaney, director, communications and new business, North America (previously Associate Director, Integrated Solutions and Business Development at Geometry Global)

-FYI, One Show Interactive deadline to enter Q3 efforts is today. You can see who’s made the grade thus far here.

-Doner has promoted James Ward and Craig Conrad has been promoted to has been promoted to chief strategy and integration officer, and chief account leadership officer, respectively.

-Soft drink giant Coca-Cola is dividing its business into two units, Coca-Cola North America and Coca-Cola Refreshments. link

-The Buntin Group/Engauge alum Pat Harris has joined Myrtle Beach, SC-based The Brandon Agency as creative director.

 

Doner, Miguel Cabrera Take the Road Well-Traveled (to Greatness) for Chrysler

If there’s one thing that Detroit has going for it right now, it’s the Tigers. And if there’s one thing the Tigers always have going for them, it’s the super-dependable Miguel Cabrera, arguably the best hitter in baseball. So, if you’re a Detroit car company, just slap Miguel Cabrera in an ad and you’ve got a winner, right?

Doner (which will inevitably be mocked as “boner” in the comments section) has tapped Cabrera’s talents for their latest spot for Chrysler. Alternating between shots of Cabrera, aspiring young baseball players training, and the Chrysler Town & Country while talking about how there’s “one road to greatness” and there are “no shortcuts” whether “you’re trying to become the world’s greatest player or build the world’s greatest car” the spot pretty much sticks to a well-trodden formula. Ending with the irritatingly nonsensical “Imported From Detroit” tagline, and the better thought out #NoShortcuts hashtag, the spot certainly feels familiar.

There’s really nothing new about Doner’s approach, but as a baseball fan, the spot works for me. The background music sounds like it was taken from a “serious sports spot” stockpile somewhere and the “work hard to achieve greatness” message is certainly nothing new for Chrysler. But Miguel Cabrera isn’t just a great baseball player, he’s a seriously likable one, no matter what team you root for, with a truly photogenic swing. So despite the tired tropes of the spot, I can’t find it irritating (except for that tagline). The hometown appeal is obvious, but having people associate your product with Cabrera is a good thing, no matter where they’re from. But please Doner, work on a new tagline. Credits after the jump.

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Doner Welcomes Another Campbell-Ewald Alum

Six months after Campbell Ewald vet Craig Conrad left for Doner to serve as EVP, brand leader, another C-E exec, Tena Hermance, has followed suit and made the move from Warren to Southfield, MI. By joining Doner as SVP, brand leader, Hermance actually marks her second tour of duty at the agency, having first signed on in 1991 as an account executive.

During her first stint at Doner, Hermance played a role in helping the agency win Mazda and was part of the team that launched the initial campaigns for the automaker. While at Campbell-Ewald, meanwhile, Hermance held the title of VP, management supervisor on the General Motors CRM business as well as the U.S. Navy and National Flight Academy accounts. Now, in her new role at Doner, Hermance will be responsible for direct response brand positioning and strategic planning across several agency accounts and will also have a hand in new biz dev.

 

Craig Conrad Move to Doner Made Official

Two weeks after we reported that longtime Campbell-Ewald exec Craig Conrad split for Motor City rival Doner, the latter agency has finally made it official. As we mentioned, Doner’s Chrysler retail/dealer account comes into play and as EVP, brand leader, Conrad will be responsible for directing the strategy development and daily operations on the automaker’s business. During his tenure at C-E, Michigan native Conrad participated in account reviews for categories including government, QSR, packaged goods, financial services, home goods, retail, healthcare, travel and gaming, and education.

David DeMuth, Doner’s co-CEO/president sings Conrad’s praises in a statement, saying, “His wealth of knowledge in new business development will also be an asset to us as we look to deepen client relationships.”

McCann Detroit SVP Splits for Doner

Sources familiar with the matter confirm that Lisa Rios, McCann Detroit SVP, director of strategic planning, has left the agency after seven years for an SVP, strategic planning post at Doner. It looks like the Chrysler retailer/dealer biz is doing some good for the beleaguered Motor City stalwart, which lured Campbell-Ewald’s Craig Conrad away earlier this month. Prior to McCann, Rios held planning/strategy posts at RPA. We’ve been told that Rios’s departure is “not a surprise.” Hmm, where have we heard that before? Anyhow, our sources say that McCann Detroit is doing “fine” with the new leadership including president Joe Garcia and CMO Barbara Yolles and the agency will announce new hires and new work in the coming weeks.

Conrad Leaving C-E for EVP Post at Doner

Sources familiar with the matter confirm to us that Craig Conrad, who’s spent the last three years as director of marketing and business development at Warren, MI’s own Campbell-Ewald, is heading over to neighboring Southfield to take on the “EVP, brand leader” post at Doner. Exact start date and specific role haven’t been disclosed, but spies claim that Conrad will be leading the latter agency’s Chrysler dealer/retail business, which Doner was awarded last November.

Conrad’s departure has to be somewhat of a blow to C-E, which just endured a fair amount of cuts in December. After all, he spent 15 years at the Motor City stalwart (which is approaching its 100th anniversary), moving up from account executive to supervisor to management and eventually his director post. We’ll hopefully have more info on this coming days as Conrad makes the transition over.