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Pantone's Color of the Year Is Greenery, Designed to Perk Us Up in 2017

Thu, 08 Dec 2016 21:08:48 +0000

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Pantone has unveiled its Color of the Year for 2017 and the cheery green shade—aptly named Greenery—is meant to help with the year ahead. 

"Greenery bursts forth in 2017 to provide us with the reassurance we yearn for amid a tumultuous social and political environment," said Leatrice Eiseman, executive director of the Pantone Color Institute, in a statement. 

She continued: "Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolizes the reconnection we seek with nature, one another and a larger purpose."

So far the shade, which Pantone dubs "nature's neutral," has been well-received. That wasn't the case two years ago, when it tapped Marsala as its Color of the Year for 2015 and was mocked online. 

Check out what Pantone's Color of the Year looks like below:

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Amazon Inserts Its Own 'Man of the Year' Issue in Time to Promote Man in the High Castle

Thu, 08 Dec 2016 21:08:18 +0000

If you thought Time's new person of the year cover featuring Donald Trump echoed the magazine's pick of Adolf Hitler in 1938, wait until you see what's inside. Each person of the year issue features an advertising booklet insert from Amazon Studios with a mock Time man of the year cover ostensibly from 1963 honoring The Man in the High Castle. It's part of Amazon's provocative marketing campaign for the return of the drama, with Season 2 streaming beginning Friday for Amazon Prime customers. Based on Philip K. Dick's 1962 novel of the same name, the series takes place in a world in which the Allies lost World War II, and Japan and Germany split up the United States. While Amazon does not release ratings for its streaming shows, it has said The Man in the High Castle is its most popular original series in the history of Prime Video. The six-page Time insert includes a feature story on the mysterious Man in the High Castle, whose identity remains a mystery at this point though he will be featured in Season 2, and a conventional ad for the Amazon series on the back cover. Its tagline: "The future belongs to those who change it."   It's an eerie parallel to the Trump cover, which many people have compared to Hitler's being named man of the year in 1938. The Amazon insert further highlights those parallels. Time's cover line for Trump calls him "President of the Divided States of America," wording Trump took issue with, telling Today on Wednesday that it was "snarky," and adding, "I'm not president yet. So I didn't do anything to divide." But Amazon's faux Time issue includes a map in which the United States literally is divided in two, as it is on the series—Germany controls the East Coast, and Japan is in charge of the West Coast. The Amazon insert was part of a larger Amazon ad buy for the show within Time Inc., though Time was the only booklet insert. Amazon also ran a faux cover on People in December 2014 to promote the first season of Transparent. While other brands have spoofed or reimagined Time's person of the year issue in the past, this appears to be the first time it was done as a booklet insert within the issue itself. While Time said Amazon was given no advance indication of its choice for person of the year, Trump was an obvious front-runner. This isn't the first time Amazon has taken an eye-raising approach to marketing the series. Last year, it briefly plastered a New York City subway train with Nazi and Imperial Japanese imagery before the ads were quickly pulled. allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/ejAlgB_HOq4?rel=0" width="652">   [...]


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Tony Parker and Other Pro Athletes Become Knights in New Video Game Ads

Thu, 08 Dec 2016 20:49:12 +0000

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The thrills of an NBA game or MMA fight are equally as thrilling as the virtual combat that happens in a video game—so says a new campaign for mobile game Throne: Kingdom at War.

The ads feature San Antonio Spurs' Tony Parker, MMA former middleweight champion Anderson Silva, Washington Capitals' Alexander Ovechkin and Atletico Madrid soccer star Fernando Torres, all dressed in medieval armor, to show how elements of gamesmanship and athleticism can be found in the video game's fictional world. In the game, players fight to claim the ancient throne of the Kingdom of Amaria, building their own towns and armies to gain power.

"The purpose of this campaign is to highlight the spectrum of emotions that players can experience in the game, and exercise their desire to compete and achieve victory, whether alone or with a team," said Roman Zhdanov, vp of marketing at Plarium, the game's developer, in a statement. "We selected some of the best athletes across a variety of sports to convey this emotional lift that the game provides, because nearly everyone has seen the uplifting power of sports."

Parker, a huge gaming fan, is excited to be one of the faces of the campaign. "When I grew up, video games kept me out of trouble," he told Adweek. "When the opportunity came up, I thought it would be a great idea to be a part of it. As an athlete, you always want to be competitive, and when you're playing this game, your emotions are similar."
 

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ABC Ad Sales Chief Geri Wang Is Stepping Down in March

Thu, 08 Dec 2016 20:26:47 +0000

After a brief hiatus, this year's exodus of ad sales chiefs has begun again. Geri Wang, president of ABC Sales, announced today that she will retire in March. "It has been an honor and a privilege to represent ABC for these past 27 years," Wang said in a statement. "I truly love ABC: the people, the programs, the ideals. It's been a magnificent journey, and I want to thank my team for all of their hard work, their brilliance and their friendship. No one is luckier than me." Ben Sherwood, co-chairman of Disney Media Networks and president of Disney|ABC Television Group, said in a statement: "While we all understand and respect Geri's decision, she will be greatly missed—both inside Disney|ABC and around the globe with our many clients. Geri is a force of nature—one of the best and brightest in our business. Relentless in her commitment to ABC, formidable at the negotiating table and a fierce advocate for all clients, she has raised the standards of everyone who works with her. We all wish her the very best, no one more than I." Wang, who was No. 9 on this year's Adweek 50, has led ABC sales since 2010. She started working at the company as a daytime planner in 1990, and in 2000 was promoted to svp of prime-time sales. Even though the network slipped to fourth place last season in the 18-49 demo, Wang was able to deliver CPM upfront gains of as much as 10 percent, double the previous year's increase. Wang is the second broadcast ad sales chief to depart this year, following the surprise exit of Fox Networks Group's Toby Byrne in September. (His role has yet to be filled.) Overall, she is the sixth major ad sales chief to step down in 2016. In addition to Byrne, AMC Networks' Arlene Manos said in September she'll transition to president emeritus at year's end. Two days earlier, NBC Sports said Seth Winter would be stepping down as its ad sales chief and will stay with the company as an advisor through 2018. Dan Lovinger has stepped in as the new sports ad sales chief. Joe Abruzzese, who spent 46 years in the business, announced his retirement from Discovery Communications in July, while Jeff Lucas announced in June that he was exiting Viacom to become Snapchat's vp and head of global sales. [...]


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Deutsch Wins Shock Top, Expanding Its Portfolio With Parent Company A-B InBev

Thu, 08 Dec 2016 20:21:36 +0000

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Shock Top selected a new agency today, naming Deutsch's New York office as its newest partner.

"I'm pleased to share that Shock Top has brought on Deutsch as our agency of record. We're excited to work together on some great creative in 2017," Jake Kirsch, vp, Shock Top, said in a statement.

Shock Top had been working with Anomaly in Toronto. The agency most recently worked on the brand's Super Bowl 50 spot, part of its "Live Life Unfiltered" campaign, starring comedian T.J. Miller and a talking Shock Top orange mascot. In early August, the brand announced it would be looking for a new agency to work with, but did not label it a creative review as Anomaly was not Shock Top's agency of record.

According to Kantar Media, A-B InBev spent roughly $21.6 million in measured media on Shock Top through the first half of 2016.

The move comes just a few months after Shock Top parent company Anheuser-Busch InBev awarded Deutsch with lead creative duties for Busch. Deutsch now handles all of the Busch brands including Busch, Busch Light and Busch Ice. At the time, A-B InBev senior director of value brands Chelsea Phillips noted Deutsch's "track record of inventive, award-winning CPG and beverage campaigns," as a main draw for working with the agency. Busch also announced earlier in the week that it would be running its first Super Bowl spot in 2017, but no word yet on whether Shock Top will be back in the game as well.

The appointment comes shortly after Deutsch added Uber to its client roster, making it the first U.S. agency to work with the ride-sharing app. It also follows the agency's loss of both the Sprint and Pizza Hut business to Droga5.


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7 Moments From 2016 That Show Periscope Still Draws a Crowd

Thu, 08 Dec 2016 16:35:57 +0000

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Facebook Live, which is currently running an extensive TV campaign, has brought the idea of livestreaming into the mainstream. But what about Periscope, the app that in 2015 truly made live video "a thing" people talked about?

Well, despite many folks thinking Facebook Live has already won the battle for the space, Twitter-owned Periscope has had some very intriguing moments this year. Reps for the app gave Adweek a list of 2016 highlights, and these are the seven that caught our eye. 

1. Hurricane Matthew
ABC affiliate WCIV in Charleston, S.C. captured this September Hurricane, and its real-time effort—which went on for 12 hours—garnered 760,000 individual viewers. At about the 7-hour, 35-minute mark, the channel cut to live hurricane action as seen on the streets and beaches. 

And on Facebook, the brand is using full-screen Canvas ads that retarget folks who have looked at other content from Macy's.

"We had the plan from the beginning that this would be activated across social," Potter explained.

The final part of the creative is a campaign called "Celebrate," which tells stories of everyday people with 30-second spots on Instagram and Facebook that link to Macy's.com.

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Meanwhile according to exclusive data from Facebook IQ, the social site reports that between Oct. 27 and Nov. 26, the word "Jesus" was particularly buzzy with older men while "Scentsy"—a wickless candle and fragrance brand was popular with young females.


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Hairspray Live! Doesn’t Have the Ratings Staying Power of The Wiz and Fox’s Grease

Thu, 08 Dec 2016 16:14:41 +0000

The Hairspray Live! cast declared "You Can't Stop the Beat" during last night's live musical, but the audience didn't necessarily agree. The ratings for the telecast were down from last year's The Wiz Live! numbers, and they lagged behind Fox's Grease: Live earlier this year. While final ratings will be out later today, in the overnights, Hairspray Live! earned a 2.3 rating among adults ages 18 to 49, and was watched by 8.9 million viewers overall. Because the telecast ended at 10:54 and those early numbers include those six additional minutes, they could be adjusted upward in the final ratings. But for now, Hairspray Live! is NBC's lowest-rated modern live musical, with numbers even lower than Peter Pan Live! two years ago. Update: In the "fast official" Nielsen ratings, Hairspray Live! maintained its 2.3 demo rating, though its total audience average rose to 9.0 million. Still, those numbers solidify its position as NBC's least-watched live musical. This year's ratings falloff is bad news for the sponsors who signed up for live and branded content spots during the show. Oreo Cookies enlisted Hairspray: Live Derek Hough—in character as Corny Collins—for a live spot immediately following one of Corny's biggest numbers in the show. Reddi-wip, which partnered with NBC for The Wiz Live!, returned with a taped branded content spot in which a milkman hung out backstage and interacted with the Hairspray ensemble. And Toyota ran a live spot for the 2017 Corolla patterned in the style of a '60s car advertisement. NBCUniversal also used picture-in-picture during two commercial breaks, running spots from brands like Capital One, Verizon Wireless, Geico and Royal Caribbean while live, behind-the-scenes content featuring the Hairspray cast and crew played simultaneously in a smaller window. Still, NBC said the ratings represented its highest-rated in-season Wednesday night demo rating in two years. But when measured against the ratings for NBC and Fox's recent live musicals, NBC doesn't have much to be happy about. The numbers are well below Fox's first live musical, Grease: Live, which drew 12.2 million viewers and a 4.3 rating in the 18-49 demo in January. Those Grease ratings topped the 11.5 million viewers and 3.4 demo ratings for NBC's The Wiz Live! last December, which was a big rebound from NBC's lowest-rated live musical, 2014's Peter Pan Live!, with 9.21 million viewers and a 2.4 demo rating. allowfullscreen="" frameborder="0" height="367" src="https://www.youtube.com/embed/8q4Ydj_rcYk?rel=0" width="652"> But none of these live musicals has come close to NBC's inaugural and most successful effort, 2013's The Sound of Music Live!, which had 18.6 million total viewers and a 4.6 rating in the demo. While NBC's previous live musicals had been restricted to New York sound stages, this year it took a page from Fox's technically ambitious, sprawling staging of Grease: Live, shifting production to the Universal Studios backlot in L.A. While the production hired the same director that worked on Grease: Live (Alex Rudizinski), it was beset by many more sound, lighting and camera miscues than Grease had. One big scheduling change that could have dented the ratings: While NBC's previous musicals aired on a Thursday night, Hairspray Live! was forced to shift to Wednesday this year after NBC landed a portion of the NFL's Thursday Night Football package this season and next. The lower ratings won't put an end to NBC's live musicals as Peter Pan Live! almost did two years ago. NBC has already locked in Jennifer Lopez to star in Bye Bye Birdie Live! next December, and ran a promo for that show last night during Hairspray Live! Separately, the network has announced plans to air a live version of Aaron Sorkin's Broadway play, [...]


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