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Posts Tagged ‘Mitt Romney’

Op-Ed: What Can Digital Marketers Learn from the Election?

Huge marketing strategist lead Josh Seifert returns with his monthly contribution to this here site. The headline should give you the basic premise of our scribe’s latest entry, in which he reveals who really won out in the wake of the 2012 election. Take it away, sir.

Living in New York, I thankfully did not have to endure the billions of dollars spent on political advertising this election myself, but now that the results are in and our feeds on Facebook and Twitter are returning to their normal political apathy, it’s probably worth exploring what we as marketers learned from politics this year.

Losing a United States Senate race in a conservative state as a Republican used to be the hardest thing in the world, but as Todd Akin and Richard Mourdock learned, the potential impact of saying something stupid is even greater than it used to be. Inflammatory gaffes now extend far beyond the news cycle with social media and instant memeification reaching people who have long since tuned out traditional media coverage. While brands rarely have occasion to address topics as controversial as politicians do, their offline behaviors still have significant potential to be amplified and shared for long periods of time far beyond the incident. Just ask FedEx executives if this old package delivery YouTube video is what they want people finding and watching nearly a year later. Fortunately for brands, this can be merely damaging and not wholly destructive.

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Thursday Morning Stir

-Montreal-based umbrella firm Aimia has appointed Eric Monteiro as EVP, global strategy. link

-Australia racked up the most awards at Beijing’s Digital Asia Festival, which awarded Wunderman Sydney as Agency of the Year and featured a jury led by McCann’s Euro chief innovation officer, Matias Palm-Jensen. link

-BuzzFeed hired Yahoo alum Nancy Newman as VP of sales marketing and learning, and former Google exec Jonathan Perelman as VP of agency strategy and development.

-Sausalito, CA creative studio Division of Labor tries its best to cheer up Mitt Romney as part of a campaign for Roku (above).

-SapientNitro acquired Portland, OR-based interactive studio Second Story and has reported an 11 percent revenue gain for Q3. link; link

-Maybe people aren’t “lovin’ it” so much as McDonald’s global sales fell for the first time since 2003. link

Guy Behind ‘Romney & Me’ Lands Gig at Saatchi NY

If the name Kesal Patel doesn’t ring a bell, the techie, as mentioned above, was one of the co-conspirators behind “Romney & Me,” a fun little project from the beginning of this year that let you “Romulate” and see how your wages translate in Mitt Romney‘s world. Too bad that the site appears to be down now, but nonetheless, Patel has moved on since then and has now joined up with Saatchi & Saatchi New York as a creative technologist. From what we’ve been told, he’ll be focusing on the P&G business.

Prior to Saatchi, Patel spent a year as technical lead at BBDO New York, working across accounts including AT&T, FedEx and HBO. During his career, the new Saatchi hire also spent time on the dev/tech side at the likes of Conde Nast and ESPN.

Op-Ed: Obama Vs. Romney: Who Wins…In Terms of Websites, That Is

And so, our regular op-ed series continues, this time with a contribution from John Paolini, executive creative director at branding firm Sullivan. With Election Day coming shortly, why not take a look at the respective sites of the presidential nominees, from a designer’s POV that is. Take it away, sir. 

If you haven’t noticed, the official campaign websites for the presidential hopefuls look a lot different than they did six months ago.

Last spring, Barack Obama’s and Mitt Romney’s sites were hard to tell apart. Both employed many of the same structural and design elements: There was lots of dark blue in the banners that framed up and merchandised their very patriotic logos. The navigation was more decorative than substantive. The content, whether written or image-based, did little to engage, let alone persuade. The net result was two sites largely focused on packaging and not much on positioning.

Fast-forward to today and you have two very different online experiences. The most dramatic evolution has taken place on Mitt Romney’s site: whereas it once relied on graphic elements for emotional connection, it now has a sweeping invitation to “come fly with me.” And I can’t help feeling Romney is suggesting something more than a trip on his plane.

Romney’s language is clear: join him and succeed. His navigation also supports the idea of success. Where there was once a set of decorative buttons there is now a corporate-feeling tab structure driving you deeper. His donation module is clear and unapologetic in placement, and language such as “victory wallet” all point to a clear narrative. The gift shop is a call to “gear up!” Read: if you vote for Mitt, you are buying success! Romney’s story line is clear: get on board with Mitt and you will succeed.

The Obama site has evolved as well. While Mitt’s site is a super-charged product experience designed with a top-down perspective, the Obama site is equally rousing from the bottom up; it’s a grassroots rallying cry that focuses on “we”. The written and image-based content has taken on an intimate feeling, which manifests itself in the Instagram-style photography, suggesting a sense of historic record. The language is also simple and straightforward: “get the facts, get the latest, get involved.” As you move deeper into the site, the “we” narrative extends to all types of groups and issues: Obama herein shares his success with each of his supporters. At this level, the site design lets go of its graphic identity and allows the individual group pages to have unique graphic badges and image styles. On a subtler note, the notion of forward is amplified by the use of backwards as a device to call out Romney’s position on various issues.

Overall, what is fascinating is how the past and present websites illustrate and record the progression of this election. These websites have become more than a merchandised expression of the campaign. As digital platforms, they are the living embodiment of the candidates’ evolving positions and how the cultural narratives that surround Romney and Obama have driven them to respond instantly and iteratively to the changing conversation.

 

 

Thursday Odds and Ends

-If its stock tumble wasn’t enough, Nokia has now had to apologize for a “faked” Lumia 920 ad. link

-Loyola Marymount University and thinkLA have teamed up to launch the mSchool: Institute for Marketing at LMU.

-L.A.-based Stun Creative imagines a scene where President Obama and Mitt Romney talk shit at a barber shop (above).

-The One Club’s international short film & video competition known as OneScreen Festival announced its jury lineup. link

-Draftfcb has shut down shop in Melbourne. link

-Publicis Groupe agency Rosetta appointed Jennifer Friedberg as managing partner, consumer products & retail.

-We know you’ve been craving some new reading material from TBWA Worldwide chairman Jean-Marie Dru and now you have it with his fifth book, JET LAG: An Adman’s View of the World. link

LA Creatives Pit Romney Against Obama in Twitter Smackdown

With the Republican National Convention now underway in Tampa, we figured it’s rather timely and appropriate to shine a light on Twitter-centric effort dubbed “Smack a Candidate.” We’ve been told this hashtag-driven battle between Mitt Romney and President Obama is a little side project launched last week by L.A.-based creatives Michael Miller and Marcus Wesson, whose days jobs are at IPG shop, Dailey. Anyhow, as the trailer shows you above, “Smack a Candidate” encourages you to tweet #smackobama or #smackromney and let the presidential candidates (or amusing likenesses of them, at least) go at it. According to the “Smack” calendar on the site, today marks round 1 of 3 in honor of the RNC and goes down starting at 12pm PST. If only they punched harder, though…

Thursday Morning Stir

-HTC has launched a review of its global media planning/buying account, which is estimated to be worth around $157 million. link

-To raise awareness for their so-called “shwopping” scheme, British retailer Marks & Spencer and Oxfam have created a Union Jack flag out of 2100 unwanted items of clothing (above). The contributed garments will now be recycled via Oxfam.

-Blink and you might’ve missed a rather unusual takeover of Subway’s Facebook page yesterday. link

-MSL D.C. managing director Neil Dhillon seems to be in favor of Mitt Romney‘s VP pick. link

-With the usual absurd/amusing headline in tow, the New York Post claims New Yorkers are divided when it comes to David Beckham‘s new underwear ads for H&M. link

-Is is SXSW panel picking time already? Well, the Barbarians are shamelessly plugging their session ideas. Feel free to weigh in. link

 

Sarah Silverman Offers to ‘Scissor’ Romney’s Biggest Financial Supporter

With another election year upon us, comedienne Sarah Silverman has returned with a follow-up, we suppose, to her 2008 multi-award-winning, politically-themed collaboration with Droga5, “The Great Schlep.” We’re checking with the Droga camp to see if they are still involved, but in the meantime, here’s Silverman and the Schlep Labs’ “Scissor Sheldon,” in which the funny lady vows to “scissor” Mitt Romney‘s loaded, apparent #1 fan, Sheldon Adelson, if he switches his financial support to President Obama. If you don’t know what she means by scissoring, let Silverman explain. The “Scissor Sheldon” site also includes fun facts and news updates about the Vegas money man as well as a petition. And if you’re in the office, maybe throw some headphones on if you’re going to view the clip.

Update: Sources familiar with the matter tell us that Droga5 was NOT involved with this particular effort.

Update 2: This efforts heralds the launch of the aforementioned Schlep Labs, which was created for individuals to post their ideas for mobilizing Jewish voters on behalf of President Obama. The Labs comes with a Tumblr site and a not-so-Romney-friendly original song.

Friday Morning Stir

-Following Y&R’s Falklands faux pas, the “embarrassed” agency will make contributions to war veterans’ charities. link

-Mitt Romney is ramping up his digital marketing efforts. link

-So, who’s into integrated marketing? link

-Friendster of all social networks is reaping the benefits of Facebook’s IPO. link

-Let’s wake up with Uniqlo (above). link

Friday Odds and Ends

-Artist Filthy Luker takes us back to the gaming glory days with a Space Invaders installation (above). link

-Carmichael Lynch was named AOR for Merrick Pet Care.

-Jagermeister has joined forces with Portugal. The Man to promote the band’s upcoming tour. link

-Zynga’s ad revenue soared in Q1 2012. link

-In case you didn’t catch the Holmes Report, here you go. link

-Yahoo has filed more patent claims against Facebook. link

-President Obama says Mitt Romney wouldn’t have ordered the Bin Laden raid in a new web ad. link

-The FCC approved a proposal to have local broadcasters to publish info about political ad sales. link

-Here are you winners of the Asian Marketing Effectiveness Awards. link

 

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