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TBWA/Chiat Day

TBWA Makes Leadership Changes in Canada

georgenhuyenWell, we’ve been hearing murmurs over the week about the status of George Nguyen, who has spent approximately the last eight months serving as managing director at TBWA\Toronto, which also works with the agency’s usual suspects including Nissan and Gatorade as well as several Canadian brands (as you’d expect). Well, Nguyen’s position has now changed as he’s assumed the role of chief strategy officer for the Toronto office (the managing director post is now obsolete). Prior to TBWA\Toronto, Nguyen spent four years as managing director of the network’s Vietnam branch. During his career, he’s also held planning posts at Arnold, Lowe and StrawberryFrog.

Along with Nguyen’s change in position, sources familiar with the matter tell us that Jay Bertram, who was running both TBWA\Canada and TBWA\Latin America, has returned to serve full-time as president of the former. From what we’ve been told, TBWA  closed the Latam regional office “a short while ago” and relocated those on accounts to LA or New York and central support staff to New York. Bertram has had two tours of duty with TBWA, the most recent one lasting a dozen years. During his career, he also spent a lengthy amount of time as an exec at Cossette.

Hoholick Joins Up with TBWA\Media Arts Lab

ericahoholick1A phone call has confirmed that Erica Hoholick has rejoined her old stomping grounds at TBWA\Chiat\Day Los Angeles, where she spent six years as managing director and oversaw client efforts for the likes of Sara Lee, Gatorade and Pepsi. Hoholick has spent the last three years at Ogilvy London, where she served as worldwide managing director on the agency’s Dove business. From what we’ve been told, Hoholick will take on the role of president of TBWA\Media Arts Lab beginning next week. Spies tell that a new chief strategy officer is on the way as well. During her career, Hoholick has also worked on the account side at various Saatchi & Saatchi offices as well as Y&R

O’Neill, TBWA\Chiat\Day LA Part Ways

patricktbwaSources familiar with the matter tell us that Patrick O’Neill, who’s spent over 14 years at TBWA\Chiat\Day and most recently served as executive creative director in its Los Angeles office, is no longer with the agency. During his lengthy stay at Chiat, O’Neill worked on projects for the likes of Gatorade, Crate & Barrel and most recently, the 2014 Grammys work.

Macklemore, Ryan Lewis Bring Grammy Life to NYC Bus

Most likely, this video of Macklemore and his Jazzy Jeff shadow Ryan Lewis is a staged marketing effort from TBWA\Chiat\Day LA to promote the 56th Grammy Awards. The two musicians hop on a New York City bus with a boombox and start performing an impromptu concert full of Macklemore’s signature exuberance and corny hand movements. The riders on the bus start dancing and feeling the music – the bus driver even starts clapping on (probably fake) closed circuit footage.

I’d probably react the same way if Macklemore came on the crosstown bus. But you know how I know it’s not real? Because if anyone came on NYC public transportation with a boombox and started making noise, there will undoubtedly be at least two people who hate it and tell them to shut it off before they turn into depressed and sarcastic versions of the Hulk.

But whether it is real or not, the question everyone wants to know is: where is Ray Dalton? Credits after the jump.

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TBWA\Chiat\Day Brands Nissan Qashqai ‘The Ultimate Urban Experience’

Speak of the devil, TBWA\Chiat\Day liken driving the Nissan Qashqai to ziplining from your office into a crowded city street in their latest work for Nissan. While this will translate as “thrilling” and “exhilarating” to most people, to someone with a fear of heights it comes across more as “terrifying.”

The 60 second spot is directed by Joseph Kosinski, who you might remember from his work on TRON:Legacy and last year’s Oblivion. Kosinski and company really did a lot to give the spot an urban feel, from the crowded nighttime city location to the Fatboy Slim song “Right Here, Right Now” used as the soundtrack. The spot ends with voiceover stating “This is how driving should feel,” tying together the ziplining metaphor, followed by the tagline “The Ultimate Urban Experience.” Being in the North American market (where the Nissan Rogue is offered instead), I wasn’t familiar with the Qashqai before watching this. While I’m still not sure why the Nissan Qashqai is “the ultimate urban experience,” the well-shot ad certainly does a good job of making it look appealing. I’ll give ziplining from tall buildings a pass, though.

 

Connelly Assumes Global CD Role at TBWA C\D NY

WaltconnellyAfter receiving a few tips about this but no official word back, it appears to finally be so as Walt Connelly  has now joined up with TBWA\Chiat\Day New York as global CD. Most recently, the creative vet served as global executive creative director at Havas Worldwide last summer on the agency’s Merck Consumer Care business, a position he just assumed last summer. During his career, Connelly has served as ECD at the likes of McCann, JWT (on on Microsoft, Kimberly-Clark, HSBC, etc.) and Ogilvy (on IBM). When we’re done tapping feet, twiddling thumbs and the like awaiting Chiat’s word on specifics, we’ll keep you posted.

We Hear: \MAL Loses a Pair of GCDs

muelasmalWe received a straight-up “no comment” when we inquired with camp TBWA, but word from various sources is that Hector Muelas and Ricardo Viramontes, who spent nearly a year at TBWA\Media Arts Lab as group creatives directors, have moved into CD roles at Apple. Of course, you know that the brand and agency unit have been working together as exclusive partners for years so a move such as this doesn’t seem so shocking. Prior to their time at \MAL, Muelas and Viramontes spent nearly a year at B-Reel and have both worked at the likes of Creative Artists Agency and W+K during their careers. We’ll let you know if and when we hear more.

TBWA\Chiat\Day LA Celebrates Peyton with ’51 And Counting’ for Gatorade

TBWA/Chiat Day celebrates Peyton Manning breaking the NFL single-season touchdown record with an inspirational campaign for Gatorade.

At the heart of the new campaign is the thirty second spot, “51 And Counting.” The simple spot shows photos of Peyton unleashing each of his 51 touchdown passes, set to inspirational narration about ignoring those who tell you what you can’t do. It’s a timely response to Manning’s record-breaking season, and the association with Peyton is sure to win Gatorade some points with fans. That TBWA/Chiat Day couldn’t follow up the last photo with footage of the record breaking pass being completed is something of a letdown, but I imagine logistical/legal concerns are to blame. The campaign also includes a celebratory print ad in Sports Illustrated, congratulating Manning on winning the Sportsman of the Year award “by painting a picture of what it means to win from within using only words and Manning’s number, 18.” Stay tuned for the print ad, and credits, after the jump. Read more

And Now, a Note to the ‘Pirates’ at TBWA\Chiat\Day NY

piratestbwaAs 2013 draws to a close and the industry grinds to a halt (well, perhaps that’s wishful thinking), we’ll try to provide some interludes between the spate of agency holiday cards and the like. Below, we have a memo/pep talk from Robert Harwood-Matthews, president of TBWA\Chiat\Day New York who refers to his staffers as “pirates.” Why? Well, according to those in the know, the pirates term was coined years ago by Jay Chiat himself, whose mantra is “It’s better to be the pirates than the navy.” Hence, the have skulls & crossbones on flags, basketball courts, lobby floors and TBWA\C\D websites (there is a section on ‘Pirate Culture’ on the LA site and the logo’s emblazoned on the main page of the New York site as well. Anyways, read on.

“Pirates,

I’ve just realized that today marks 15 months for me here in NY and the end of my first full year at the helm. I wanted to say thank you to all of you for your support. It has been an honor to serve you. It’s no mean feat to go from weathering significant financial losses at the end of 2012 to be sitting here a year later with a new hand picked crew and a bunch of new business opportunities.
We have a wide range of new skills in our armory and I learnt yesterday that we are now the most diverse TBWA company in North America which is exciting.

We’ve done this together and you’ve all made significant efforts, gone the extra mile and done it with a smile (mostly ;) We are going to hit the ground running in January. Kyla will be here on the management team to lead a significant focus on new business and we have several pitches and opportunities to prepare, starting with our first on Jan 6! So make sure you get some rest, reboot and come back hungry for success. I want 2014 to be the year you make the best work of your careers.

Thank you
Robert”

This Year’s Grammy TV Campaign Is Actually Pretty Great

Right about this time every year, TBWA\Chiat\Day LA debuts its TV spots for the Grammys. And, every year, they’re pretty underwhelming. A few years back, we got a swirly, graphics overload with CGI re-tellings of artists like Eminem’s life story. Last year, we got the hashtag-happy #TheWholeWorldIsListening, which aimed to put viewers into the shoes of stars like Rihanna while trying to convince them that the awards show was still in any way relevant.

This year’s first spot, “Anthem,” looked more like a VH1 commercial than anything else, and it seemed we were in for yet another year of mediocrity. But then, dare we say it, the Grammys and Chiat LA ctually surprised us. The latest spot in the Music Unleashes Us campaign, “Drive” (above), does a fantastic job of convincing viewers that they owe it to the artists who get them through times of sorrow and heartbreak to watch their performances on the Grammys.

From Pink and fun., we move to Macklemore and “Doughnut Shop,” another well-produced and compelling spot filmed outside of Inglewood’s famous Randy’s Donuts. Again, these spots excel at following through with what the campaign promises – portraying the affect that popular music has on the average TV viewer. It both ignites and unleashes, an important sentiment for the Grammys to glom onto as the show still figures out its approach to celebrating an industry that doesn’t know what to do next. One more Katy Perry-tinged spot, and credits, follow after the jump.

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