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Posts Tagged ‘McCann Erickson’

New Postal Service Ads Mix Old Promises and New Priorities

“Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds,” boasts the motto of the United States Postal Service.

But with the vast increase of online communication, who actually waits on bated breath for the determined mailman to arrive on cold, stormy, winter nights anymore? Well, if you ordered a new tea kettle and a pair of bunny slippers from Amazon to help keep you warm on said winter nights, then the answer is: you. 

Though the web has decreased the number of letters sent through the mail by the billions, the growth of ecommerce has dramatically increased the number of packages delivered by the USPS. Reflecting this shift in business, the Postal Service has shifted its priorities, paying more attention to its delivery services, including changes announced last week in Priority Mail that were described as major upgrades.

These new priorities are the focus of a new ad campaign out of McCann Erickson Worldwide, the tagline for which is, “Priority: you.” (See what they did there?)

The effort will include commercials, print and online ads, direct marketing and a presence in social media, and seeks to send the message that though what they’re delivering may have changed with the times, the Postal Service is ever-devoted to those old “appointed rounds”, and stands proudly behind its classic motto. Read more

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How Important Is Oreo-Style ‘Real-Time Marketing’ Now?

After the Oreo team’s big social media win dominated the post-Super Bowl buzz, a whole lot of people who had never used the phrase “real-time marketing” before started throwing it around like a hot potato.

The point is that pretty much any business whose description includes the words “firm” or “agency” now needs to claim that it has “real-time marketing capabilities” in order to win the interest of big-name clients. McCann Erickson, for example, named its new social media-only division “McCann Always On”. The “RTM” phrase doesn’t just apply to agencies that label themselves “ad” or “marketing”, either — PR wants to “own” social media too, remember?

The problem is that the whole phenomenon just isn’t that simple — and it’s not too terribly revolutionary either. Explaining that to clients, however, may be a bit of a challenge.

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The Next Chapter in the ‘PR vs. Marketing vs. Advertising’ Debate Is Here

Obvious statement of the day: the debate over who “owns” content marketing, native/paid media and social will only heat up in the months and years to come as agencies fight (politely) for clients’ money. But the latest chapter in this timeless face-off appears to be unfolding in record time.

First comes news that big-name ad agency McCann Erickson will significantly expand upon a unit it founded last year to exclusively tackle social media projects. The unit, now called “McCann Always On” (get it?), will “[build] social media-centric marketing plans” rather than just managing clients’ pages and feeds in an attempt to back up the agency’s “sure, we can do that!” claims.

This announcement follows a telling New York Times article by advertising specialist Stuart Elliot, who reported that a growing number of ad/marketing copywriters have mastered the subtle art of “LOLspeak” as their agencies integrate more social content into client campaigns.

On the PR side, Weber Shandwick just announced its plans to expand upon the traditional definition of a PR firm by launching a new content-focused unit called MediaCo.

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Spin the Agencies of Record

MWW, an independent public relations firm, has been selected to represent Sonoma County, California’s Kendall-Jackson Wine Estates.

The brand is launching a new campaign that significantly changes the way consumers pair wine with both food and lifestyle moments, reaching age-appropriate Millennials and Gen X’ers through Web-based sensory experiences, mobile-enabled pairings and social communication. Kendall-Jackson is reaching out to a new generation of consumers via a new platform that offers content for an ever-growing range of consumers, bloggers, influencers and traditional media.

Following a review, Johnson & Johnson has decided to retain Universal McCann of  Interpublic Group of Companies as its North American media agency. UM’s J3, the dedicated agency which handles the account, will lead the effort from its New York City and Toronto offices. Said a Johnson & Johnson spokesperson, “The review began several months ago with the objective of leveraging the company’s scale to identify cost savings and increase value. Johnson & Johnson has partnered with UM since 1973 and we look forward to continuing our strong partnership.”

The Hass Avocado Board, which promotes the health benefits of avocados and focuses on increasing avocado consumption in the U.S., has retained CRT/tanaka as its Agency of Record. After an extensive review and vetting process, CRT/tanaka was selected to provide strategic public relations programs for a new marketing communications strategy for Hass Avocados.

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PSA: Accidental Death Is So Damn Cute

Today in Things You Should Probably Remember News:

  • Don’t bother bears, drug dealers, or wasps.
  • Don’t tempt piranhas, serial killers, or rattle snakes.
  • Don’t eat rancid things or take bad medicine.

The Melbourne Metro just issued an almost unbearably cute cartoon PSA starring bean-shaped characters who die in these and other adorable ways. Their point? Don’t mess with trains. The spot’s folksy song, written by McCann executive creative director John Mescall, is catchy enough to stick with you all day–and it’s free on Metro’s accompanying website, DumbWaysToDie.

Why did the Metro feel the need to make this precious, violent PSA? According to a writeup by local affiliate WTVR, Australia’s second-largest city does not suffer from a shortage of stupidity:

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Fire at McCann Erickson (Literally)

Agency Spy has the scoop that McCann Worldgroup offices – home to McCann Erickson – are closed today due to a fire in the office. McCann Social Media Manager and Stratgeist Dave Teicher tweets: “Office Fire – Building Closed. At my new job this is grounds to let us all go home. No so at my last job…It’s good to be free…” Everyone was evacuated safely as the fire occurred late last night.