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Introduces a New Creative Cell: Creative, Planner and Digital Specialist
Posted
by Valentina Vescovi and Aixa Rocca
on
11.20.09
@ 12:25 PM
In the 1960s, Bill Bernbach came up with the brilliant idea of teaming up art directors and copywriters, which quickly transcended his DDB network and the U.S. border and became the model of creative departments in agencies all over the world since.
DDB is now working on a new creative structure, this time originating in Latin America. DDB Latina's president, Juan Carlos Ortiz, proposes that instead of pairs, creative teams are made up of a creative, a planner and a digital specialist.
Booz & Co. Distinction Handed Out at Frankfurt Ceremony
Posted
by Emma Hall
on
11.19.09
@ 03:59 PM
Jason Alden
Unilever's Simon Clift was a winner at the European CMO of the year awards.
LONDON (AdAge.com) -- Unilever, Lufthansa and online shopping club Vente Privee are the winners of this year's
European CMO of the year awards, presented in Frankfurt by international strategy consultants Booz & Co.
Winner Simon Clift, who took on his role as Unilever's first dedicated CMO in 2008 after 27 years with the company, won for his development of a global brand management model, moving the company away from a regional mindset and toward a more centralized message.
Four Media Buyers File Impressions From CCTV's Annual Auction
Posted
by Normandy Madden
on
11.18.09
@ 03:11 PM
BEIJING (AdAge.com) -- China's only national TV broadcaster, China Central Television (CCTV), held its annual auction on Nov. 18 for ad spots during 2010 prime-time programming as well as title sponsorships for key programs such as CCTV's Chinese New Year gala, nightly weather reports and special events like World Cup coverage.
The full results will not be made public until later this week, but media buyers who took part in the frenzied auction today at CCTV's Media Center in Beijing said trade was brisk and new records were set.
At the November 2008 auction, CCTV raked in 9.256 billion RMB ($1.355 billion), up from 8.028 billion RMB in 2007, the first time revenue topped $1 billion. Some experts estimate TV ad rates will go up by 15% in 2010.
Four of China's top media buyers -- senior execs at Aegis Media, Group M, OMD and Zenith Media -- filed first-person accounts from today's CCTV auction. Here's what they thought of the premier event in China's media industry.
The White Moccasins Have Become Much Sought After Among the Country's Creatives
Posted
by Patricio Cavalli
on
11.18.09
@ 01:34 PM
It was the night of nights for the Argentine ad business. Everyone who's anyone was there. Not only to dive into the ocean of mojitos, vodka tonics, champagne and salted shrimp, but to receive what is now one of Argentine advertising's most coveted and least-expected awards.
The award is a pair of hand-crafted, white leather moccasins with an image of two half-naked, smiling girls printed inside. According to the award's creators, Maxi Anselmo and Sebastián Wilhem, owners of ad agency Santo, the moccasins are a living homage paid to those who, in their view, walked the extra mile in the business. Or as they say: "Los que se animaron a dar el paso" -- those who dared walking the walk and not only talking the talk.
Outback Spot Uses 11 Seconds of the Ubiquitous Infomercial
Posted
by Matthew Creamer
on
11.17.09
@ 03:49 PM
Two of America's Hottest Brands as selected by Ad Age are -- at long last -- united in a single TV commercial from Canada.
This spot from Subaru Canada for the Outback, created by DDB, Toronto, is an appeal to outdoorsy types and paints the Snuggie, the famous "blanket with sleeves," as the antithesis of all things rugged. Which would seem to be a pretty unassailable point of view.
News Outdoor and Olimp Are Among Firms That Decline to Air the Ads
Posted
by Matthew Creamer
on
11.16.09
@ 11:56 AM
Newsweek's Russian edition is the latest media outlet to run into censorship in Russia. Some major out-of-home advertising companies have declined to run a new ad campaign for the magazine that pokes fun at Russian political and governmental institutions, according to the Moscow Times.
The ads, which have run in airports, feature serious lines lsuch as, "Trust in the courts is growing in Russia," along with a pair of hands that undermines the statement. The tagline on all the ads is "Everyone knows. We understand."
Contestants Hope to Leave 'Zero Bala' With VW Fox
Posted
by Laurel Wentz
on
11.16.09
@ 10:04 AM
NEW YORK (AdAge.com) -- In a new Brazilian twist on the TV game-show format, Volkswagen is the star and contestants drive their old clunkers into the TV studio, hoping to leave the show behind the wheel of a zippy VW Fox.
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"Zero Bala," named for a Portuguese slang term that means "brand new," debuted Nov. 15 on Brazil's TV Bandeirantes. The show was put together by Endemol, which creates entertainment programming formats, and VW's Brazilian agencies Almap BBDO and Bullet, a leading promotions shop.
To be eligible, cars have to be both old and have an intriguing history, said Fernando Figueiredo, president of Bullet. "Like the owner has had the car since he got married and now has three grandchildren," he said.
Keeping Volkswagen involved in every step, contestants can sign up for the show at VW dealerships, or online at TV Bandeirantes' siteband.com.br/zerobala. And anyone can play along and win small VW-related prizes like T-shirts and stickers by answering the questions posed on the show from their mobile phones.
Droga, Henry: British Industry Must Step Up,Adopt New Skills, Mindset
Posted
by Emma Hall
on
11.16.09
LONDON (AdAge.com) -- If you thought that the ad community that was on top during the days of one-way communications would continue that leadership position in our more chaotic time, you were wrong.
The London ad scene, which has long produced groundbreaking TV commercials that are the envy of New York creatives, is suffering through an identity crisis. Slowness in adapting to the digital reality is causing some intense navel-gazing, with many concluding that U.K. agencies and marketers have to get up to speed -- and fast.
David Droga grew up in Australia admiring British advertising as the best in the world, and at age 29 was made executive creative director of Saatchi & Saatchi London. Mr. Droga has since moved on -- he left London for New York in 2003 -- but he claims that U.K. creativity is still pretty much back where he left it nearly seven years ago.
Work From Lowe SSP3, Airing During Soccer Games, Features Former FARC Guerrillas
Posted
by Laurel Wentz
on
11.16.09
NEW YORK (AdAge.com) -- Not a lot of ad campaigns target armed guerrillas who live in the jungle. But it's an established strategy in Colombia.
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Wracked by years of guerrilla warfare, the Colombian government has been steadily slashing the number of fighters from groups like the Revolutionary Armed Forces of Colombia, better known as FARC. An ad campaign by Bogota-based Lowe SSP3 is helping to encourage armed insurgents to defect from the jungle using advertising built around what disillusions them about life as a revolutionary, supported with a media plan that leans heavily on soccer games they like to watch.
Jose Miguel Sokoloff, chief creative officer of Lowe SSP3, said his creative team spent weeks with former guerrilla fighters interviewing and getting to know them. The big insight that emerged was that those who defected felt as if they had become as much a prisoner as their hostages, lacking any personal freedom and deprived of all family life. Asked what they do in the jungle when not fighting, the rebels responded: "We watch soccer."
A plan was born. TV and radio spots air during soccer games such as Colombia's Nov. 12 match against Switzerland, which the guerrillas listen to on the radio or watch on DirecTV (funded by drug operations, groups like FARC can easily afford satellite TV). Lowe's first TV spots were mostly re-enactments of true stories -- a young woman forced to abort her baby, a young man ordered to kill his comrades -- accompanied by a voice-over from the guerrilla who told the story. Newer radio and TV spots are testimonials, filmed on a camcorder by Lowe or army officials, from guerrillas who have just turned themselves in. Sounding awkward but strikingly genuine, they talk about their reasons for leaving and why they became disillusioned. Ads end with the tagline: "Think about it. There's another life. Demobilization is the way out."
Government Moves to Impose Fine, Jail Time for Publishers Who Accept the Controversial Ads
Posted
by Tuhina Anand
on
11.12.09
@ 02:15 PM
DELHI (Exchange4Media.com) -- It has never been easy for liquor companies to advertise in India, and so the country's local brands have been taking the surrogate advertising route to make their names visible. Numerous brand extensions -- CDs, mineral water, achievement awards, even an airline and a cricket team -- flaunt the names of liquor brands and companies.
Allan Colaco, secretary general of India's self-regulatory body, the Advertising Standards Council of India (ASCI), said surrogate ads accounted for 5% of Indian ad spending, which totals about $4.5 billion, according to the Pitch Madison Media Advertising Outlook '09.
The restrictions on liquor ads continue with the latest move of the Delhi government, which informed the Delhi High Court that the publisher of a surrogate liquor advertisement would be slapped with a fine of Rs 10 lakh (about $20,000) and a jail term of six months.
A few years back billionaire Vijay Mallya, chairman of India's United Breweries Group, said during a conference that as there were too many restrictions to advertise the beer brand Kingfisher, he had ventured on a path where he embodied the brand Kingfisher himself. So, if he was defined as the King of Good Times (the brand's tagline), it in turn helped him in building brand Kingfisher. It was an innovative way of advertising. He started to live the brand, including his Kingfisher Villa mansion and Kingfisher Airline, and the testimony to the popularity of the brand can be seen today.
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