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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

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


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.

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

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 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.

Most Popular Stories on AgencySpy from the Last 7 Days

New Platform Tongal Crowdsources Advertising


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.

Friday Morning Stir

-Instinct built a marketing campaign within Instagram for IKEA (video above). link

-How three New York agencies watched the U.S. World Cup match yesterday. link

-Public television station seeks Supreme Court review of ban on commercial spots. link

-Chipotle and G-Star Raw have shown how campaigns can respond to society’s biggest challenges. link

-How agencies can become partners, rather than just vendors. link

-RED Interactive Agency developed a mobile-first digital strategy for DreamWorks’ Turbo franchise, including a digital portal and racing game. link

-Stella Artois is sending people in Waterloo Station to Wimbledon, in a new experiential campaign. link