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Applying Sustainability to Marketing And Media
Posted on 08. May, 2012 by admin in Adage
Sustainability is most often a term used in connection with the environment. Basics, our weekly series of quick conversations with media leaders, today asks why it matters to marketing and media. We spoke with Nigel Morris, CEO of Aegis Media Americas since 2009 and a member of the Project board for the World Economic Forum’s [...]
To Advertise a Toilet Cleaner, Droga5 Tells the Tale of a Bodybuilder
Posted on 07. May, 2012 by admin in Adage
Creativity Pick of the Day custom_html Here’s a truly different way to advertise toilet cleaner, from Droga5 Sydney. A short film for Unilever’s Domestos profiles bodybuilder Phill Pace and his everyday routine. Told by his significant other, the film chronicles the quirks of his profession, which include eating a rather large amount. Of course, that [...]
‘Neighborhood Watch’ Gets New Name Following Florida Shooting
Posted on 06. May, 2012 by admin in Adage
In an effort to distance itself from the highly publicized Trayvon Martin case, 20th Century Fox has changed the name of the upcoming Ben Stiller movie “Neighborhood Watch” to simply, “The Watch.” <!––> While the comedy, which also stars Vince Vaughn, Jonah Hill and Richard Ayoade, bears no resemblance to the murder case, Fox became [...]
Why Bud Light Killed Golden Wheat and Created Platinum and Lime-A-Rita
Posted on 05. May, 2012 by admin in Adage
In the past few months, Bud Light has launched higher-alcohol Bud Light Platinum, killed Bud Light Golden Wheat and debuted Bud Light Lime “Lime-A-Rita,” a margarita-flavored malt beverage in a can. The changes come as advertising for the nation’s largest beer brand is handled by two new agencies, Dentsu’s McGarryBowen, which won the main Bud [...]
‘Avengers’ Bulking Up $6 Billion Marvel Licensing Machine
Posted on 04. May, 2012 by admin in Adage
Ever wonder what the Incredible Hulk smells like? Try Indian sandalwood, musk and sharp cedar. <!––> “It’s more of an earthy fragrance,” said Andrew Levine, CEO of Jads International, the Maryland-based marketer that signed on to produce a line of “Avengers” scents, including Smash, a cologne based on the green superhero. “You have to mimic [...]
T-Mobile Doubles Down on ‘Carly’ Web Videos
Posted on 03. May, 2012 by admin in Adage
The T-Mobile video debuting its pitchgirl Carly’s harder edge, black-leather makeover has hung out toward the bottom of the Viral Video chart, but shot up to No. 1 this week. What changed? Likely a flurry of paid spots on sites such as Huffington Post, YouTube, Facebook and Wired. (Not to mention incessant rotation on TNT [...]
NBC Universal NewFront Pitches Digital as Complement to TV
Posted on 02. May, 2012 by admin in Adage
The NewFront digital upfront presentations now nearing their conclusion were conceived to mimic the traditional TV upfronts, where networks try to interest advertisers in buying huge amounts of ad inventory for the coming year. But NBC Universal didn’t want its digital upfront Tuesday night to step on its traditional presentations either, so its pitch for [...]
Dallas-Based Digital Shop IMC2 Rebrands to MEplusYOU
Posted on 01. May, 2012 by admin in Adage
After 17 years, Dallas-based digital shop IMC2 is getting a dramatic rebrand: It’s changing its name to MEplusYOU. Of course, agency-name changes happen from time to time. For instance, players such as J. Walter Thompson or Crispin Porter Bogusky, wanting to put some distance between themselves and their iconic founders, have shortened their names to [...]
Improving the RFP: Better Questions Yield Better Results
Posted on 30. Apr, 2012 by admin in Adage
“Come here often?” “What’s your sign?” “Can I have your number because I seemed to have lost mine?” <!––> Ridiculously bad, right? We’d snicker and turn away if we ever found ourselves on the receiving end of one of one these horrendous pick-up lines. But sadly, the “opening lines” being used today in client request-for-information [...]
Adland’s New Era of Specialization
Posted on 29. Apr, 2012 by admin in Adage
Earlier this year, Leslie Bradshaw, president-chief operating officer of Jess3, performed an experiment. For a few months, she pushed her Washington-based agency, which specializes in creating data visualizations, to branch out into such areas as training, business intelligence and production. “We did it, we survived,” Ms. Bradshaw said. “But my team looked at me with [...]
