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Doner Promotes Gaboriau as Strasberg Exits for Non-Profit

Tue, 17 Jan 2017 19:00:00 -0500

Doner has promoted Jason Gaboriau to chief creative officer, the Los Angeles office's first creative to hold that title. Gaboriau joined Doner LA in 2015 as EVP, executive creative director. Working with EVP, Managing Director Zihla Salinas, the duo has won new business including digital AOR for Nestle brands Nescaf's Clsico, Taster's Choice, DiGiorno and California Pizza Kitchen at Home, and the LA office has doubled in size.

Prior to joining Doner LA, Gaboriau was VP, executive creative director at CP&B in Los Angeles, where he grew the agency from a small production outpost with one client to a fully integrated agency with over 100 employees and clients such as Paddy Power, Turkish Airlines and NBA 2K. Previously, he was founding partner and executive creative director at Amalgamated, an agency he helped to start, grow and run for ten years.

Continue reading at AdAge.com




Former Xaxis COO Invests in Telco Data Firm Zeotap

Tue, 17 Jan 2017 16:15:00 -0500

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A German firm launched with the mission to turn telco data into new digital ad revenue streams just boosted its funding by 12 million euros. Founded in 2014, Zeotap entered the U.S. market recently and under-the-radar has begun fostering partnerships that are intended to bolster relationships already in place with six telcos in India, Europe and North America and other data providers.

Investors in this latest funding round include Here, a German auto-industry-backed map and location data firm, as well as angel investors such as Mark Grether, former COO of Xaxis and former T-Mobile strategy exec Seth Schuler.

"What I saw was that there is a tremendous opportunity for the telco providers in becoming big rivals to the Googles and Facebooks," said Mr. Grether. "If there is room for someone else, that's definitely the Verizons and the AT&Ts," he added. "They have data on all of what we do online via our mobile devices."

Continue reading at AdAge.com




Leo Burnett Takes Back Special K Business From JWT

Tue, 17 Jan 2017 15:45:00 -0500

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Leo Burnett has won back the Special K creative business after the Kellogg Co. brand shifted the business to JWT in the summer of 2015.

"Just over a year ago, Kellogg's decided to move one of their major business pillars, Special K in the U.S., away from Leo Burnett," said Publicis Communications CEO Arthur Sadoun in a note to staff. "It was of course a real blow, but the teams never gave up. Now, thanks to their determination, I am extremely pleased to tell you that Special K is coming home to Leo Burnett Chicago."

The note added that Kellogg's has been part of the Leo Burnett roster since 1950.

Continue reading at AdAge.com




Allison Arden Announces New Company, Soul & Co

Tue, 17 Jan 2017 15:15:00 -0500

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Former Advertising Age Publisher Allison Arden has officially launched Soul & Co, a company aimed at helping businesses and individuals improve their results while having a positive impact on society.

While Ms. Arden's new venture began working with its first client in July, Soul & Co was officially announced on Jan. 16, 2017, the day Martin Luther King Jr. day was observed.

"While we've been quietly in development since July, we chose today, MLK's birthday, to officially launch; a day celebrating a man who used his platform to create change and equality for all," Ms. Arden wrote in Jan. 16 post on LinkedIn. "It is also a powerful reminder of how difficult change can be as we try to evolve and make progress, not just in diversity, but in so many areas of our lives."

Continue reading at AdAge.com




Mediavest Spark Wins KFC U.S. Media Business

Tue, 17 Jan 2017 14:30:00 -0500

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KFC has picked Publicis' Mediavest Spark to handle its media planning and buying in the United States after a four-month review.

KFC called Mediavest Spark "an ideal fit for the brand, due to its spot-on approach to creating customer-centric media strategies that drive business value for brands."

When KFC announced its media review in September it said that WPP's MEC, its media agency of record at the time, elected not to defend the business.

Continue reading at AdAge.com




Trump Will Sit for Pre-Super Bowl Interview

Tue, 17 Jan 2017 13:45:00 -0500

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President-elect Donald Trump is at least following some traditions. Mr. Trump will sit down for an interview with Fox News' Bill O'Reilly on Super Bowl Sunday.

The taped interview will air during Fox's pre-game show on Feb. 5 at 4 p.m. ET. Additional portions of the interview will air on "The O'Reilly Factor" on Feb. 6.

It has been a tradition for the president to sit for an interview with an anchor from the network that hosts the big game. Mr. O'Reilly interviewed President Barack Obama in 2014 ahead of the Super Bowl. In last year's interview, conducted by Gayle King, President Obama and First Lady Michelle Obama reminisced about favorite Super Bowls and discussed how their relationship has changed during his time in the White House.

Continue reading at AdAge.com




Wix.com Reveals Super Bowl Teaser on Facebook Live

Tue, 17 Jan 2017 12:00:00 -0500

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Wix.com is taking to Facebook Live and YouTube Live to release the first look at its Super Bowl campaign.

The Super Bowl campaign will include eight to 10 short films, as well as the 30-second spot that will actually air in the big game. The campaign was shot by director Louis Leterrier, know for his work in the "Transporter" films, "Unleashed," "The Incredible Hulk" and "Clash of the Titans," among others. The company also worked with the San Francisco creative team Jeff Huggins and Andrea Janetos.

"Fans around the world will surely recognize some famous faces, but the hero of the story is really our customer," Omer Shai, CMO of Wix.com, said in statement. "The Super Bowl is an amazing platform to showcase our talents, but this campaign is about much more than the commercial. It is an ongoing narrative about Wix and our customers, and our message about always enabling our users in a world that is often disruptive so that they can be heroes."

Continue reading at AdAge.com







Super Bowl Stream Will Include Local Ads for First Time

Tue, 17 Jan 2017 09:41:00 -0500

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Fox will include local ads for the first time in its online stream of Super Bowl LI.

The Super Bowl will stream for free on Fox Sports Go, the network's sports streaming platform. Fox Sports Go is available through iOS, Android, Windows and Amazon tablets, through the Fox Sports Go website and on connected devices like Apple TV, Roku and Amazon Fire.

For the Super Bowl broadcast, users will not need to log in with pay-TV subscriptions.

Continue reading at AdAge.com




CPV and the In-App Bidding War

Tue, 17 Jan 2017 07:00:00 -0500

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Up until recently, brand and performance advertisers typically walked two separate paths: brands bought media on a CPM/CPV basis; performance advertisers bought on a CPI/CPA basis. But with more than 50% of consumers' time spent on digital media spent in-app, the war for in-app traffic is heating up. Specifically, a rivalry is emerging between brands and increasingly sophisticated app advertisers, both of which are buying on a CPV basis to secure in-app inventory.

Performance advertisers are turning to CPV for a variety of factors. In-app inventory on the whole is going up in value. Also, the rising importance of in-app traffic for brand advertisers, coupled with a saturated app economy, is pushing app advertisers to invest more in user acquisition, which means that the in-app space is becoming increasingly competitive for all involved.

Leveling the playing field

Continue reading at AdAge.com




WeChat's Hot New Feature Will Take Time for Marketers to Figure Out

Tue, 17 Jan 2017 07:00:00 -0500


WeChat, the all-purpose app from Chinese internet giant Tencent, has gotten a buzzed-about new capability. WeChat's new mini programs are essentially cloud-based apps-within-an-app, which users don't have to download to use. That saves time and space on phones, and people don't have to plug their payment details in each time because they can pay through WeChat.

The first batch of apps-within-the-app were mostly from Chinese companies, although KFC offered one, linking to its loyalty program. Others included e-commerce player JD.com, bikeshare program Mobike, ride-hailing app Didi Chuxing and travel-booking platform Ctrip. Their "mini programs," seen as a challenge to app stores, will also keep people within the WeChat ecosystem even more than they already are. Tencent estimated last year that more than half of users in China spent over an hour a day on the platform, where you can do everything from chat with friends to buy movie tickets to book hotels.

WeChat creator Allen Zhang launched the feature last week on the 10th anniversary of the iPhone, suggesting the company sees the development as a game-changer. And perhaps it is. PHD Greater China's chief digital officer, Lars Bjorge, calls the mini apps a "gutsy and ambitious move."

Continue reading at AdAge.com




PR Shop Burson Brings On First Global Chief Creative Officer

Tue, 17 Jan 2017 07:00:00 -0500

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In a further sign of just how fast the industry is changing, PR agency Burson-Marsteller, part of WPP's Young & Rubicam Group, has hired former Saatchi & Saatchi Worldwide Digital Creative Director Tom Eslinger as its first global chief creative officer. The goal is to further integrate strategy, planning and analytics around the world to drive creative ideas.

"We need to make sure the work we do is absolutely first class and drive powerful, big creative ideas," said Burson-Marsteller Worldwide President Kevin Bell. He added that having Mr. Eslinger help bring together strategy, planning and analytics will allow the agency to more seamlessly bring ideas to clients across all platforms, including traditional, digital, mobile, VR, AR and mixed reality.

Some of Burson's clients include Chipotle, FedEx, Ford and Zebra Technologies.

Continue reading at AdAge.com




WFA Calls For Moratorium on EU Advertising Restrictions

Tue, 17 Jan 2017 07:00:00 -0500

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The World Federation of Advertisers is warning that a new European Union privacy directive poses a significant threat to online advertising, because of the deluge of opt-in requests it will spark. The concern is that consumers will refuse, in large numbers, to opt in to receive ads.

As a consequence, free access to news, entertainment, social media, and even email could be at risk, according to the WFA's CEO, Stephan Loerke.

To counter the EU legislation, the WFA commissioned research that it claims provides proof of the important economic and social contribution that advertising makes across the continent.

Continue reading at AdAge.com







Nielsen Breaks Ad Campaign to Show It's More Than You Think

Tue, 17 Jan 2017 07:00:00 -0500

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Certainly most people in marketing have an idea what Nielsen is all about. But those ideas don't necessarily match how Nielsen sees itself -- or reality. So Earth's biggest market-research company is launching an ad campaign to fix that.

"The science behind what's next" is the tagline for the multi-million-dollar, multi-year campaign launching today from Interpublic's Weber Shandwick and MRM McCann for the behemoth with more than $6 billion in global revenue.

Among other things, Nielsen provides measurement currencies that much of the global media world uses to do business. But the campaign aims to position it as more, including a cutting-edge data-science company.

Continue reading at AdAge.com




South Korea Prosecutor Seeks Arrest of Samsung Chief Jay Y. Lee

Mon, 16 Jan 2017 18:30:00 -0500

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Prosecutors are seeking a warrant to arrest Samsung Group's Jay Y. Lee for allegations including bribery and embezzlement, a stunning turn for the scion of South Korea's richest family groomed for decades to take over the company from his father.

Mr. Lee, 48, the de facto head of the Samsung Group and vice chairman of Samsung Electronics Co., is accused of participating in payments that Samsung made to a close friend of South Korean President Park Geun-hye in exchange for government support in the company's succession planning. A court will still have to determine whether to approve the warrant, which was announced by prosecutors in a briefing on Monday. A hearing is scheduled for Wednesday.

A special prosecution team was established in December to investigate whether Samsung and other chaebol business groups contributed money to Choi Soon-sil, the Park confidant, in exchange for political favors. President Park has been already impeached and her powers suspended. Samsung shares, which have been near record highs, fell 2.1 percent to 1,833,000 won at the close in Seoul.

Continue reading at AdAge.com




CES Signals Even More Disruption From Connectivity

Mon, 16 Jan 2017 11:00:00 -0500

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Advances in data science, inexpensive electronic components and ubiquitous wireless service have made it possible for intelligence to be built into just about any product, from industrial equipment, cars and homes to watches, clothing and medical devices. And with up to 50 billion devices set to connect to the internet by 2020, securing a strong competitive slot in the connected economy will challenge even the sharpest organizations. There's little question that the future belongs to those willing to work hard, even disrupt themselves, as they harness value from data, connectivity, smart machines and artificial intelligence (AI), which are all taking front-and-center stage at this year's CES. But how can companies prepare to compete in this new digital age?

In response to one of the most daunting -- and exciting -- CES shows we've seen in years, CMOs and their chief marketing technology officers (CMTOs) can build four takeaways into their plans to harness the power of change emerging from a smarter economy, as opposed to merely reacting to it.

Conquer complexity with integration versus point solutions. For example, Samsung's Family Hub refrigerator includes an integrated touchscreen controller designed to serve as the center of the family home, now with voice controls. LG's rival offer taps into Amazon's Alexa to play music upon command while its owner roams around the kitchen, as well as order groceries or set timers. Both products offer lifestyle solutions versus single-function refrigerators; they're great examples of how brands are using technology to improve customers' lives.

Continue reading at AdAge.com




Rivals Whip Up New Pitches as Meal Delivery Kits Gain Ground

Mon, 16 Jan 2017 09:00:00 -0500

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The campaign quietly kicked off with a 30-second spot on Dec. 26. Now Blue Apron has plans for everything from running the new 60-second commercial in movie theaters to incorporating the look of the campaign into its packaging and updating the look of its recipe cards. Later spots are expected to dive deeper into the company's vision for an improved food system.

Meanwhile, in early January HelloFresh began running a 30-second spot from Domani, which it hired last year after working with DiMassimo Goldstein. The "Get Cooking" campaign shows how the process works and incorporates a bit of cheer into the dinner preparation process. The spot includes the line "delicious ingredients you'll love to eat, simple recipes you'll live to cook."

While HelloFresh has run TV spots since 2014, "we really believe this is our brand launch creative and we really are trying to communicate the kind of positivity that cooking and eating brings to people's lives," said Matt Fitzgerald, VP-marketing at HelloFresh. "It's a really clear message I think, for the first time."

Continue reading at AdAge.com




What Advertisers Really Need to Know About Cross-Platform TV Measurement

Mon, 16 Jan 2017 07:00:00 -0500

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There's been plenty of noise around cross-platform TV measurement as of late, rising from delays in Nielsen's so-called Total Content Ratings, concerns about its methodology and a potential new currency out of media agency network GroupM. But amid these conversations, the question keeps coming up: What do Total Content Ratings actually mean for the ad industry?

The answer is not much.

Top agency executives are more interested in getting to a cross-platform rating of commercial impressions than Nielsen's push for all-encompassing program ratings. As their goal comes into sharper focus with WPP-owned GroupM proposing a method to do it (more on that below), some crucial issues must be addressed. The industry must decide how it values ads across platforms, for one, and whether every ad vehicle should be treated the same.

Continue reading at AdAge.com




Holy Movie Integration! Lego Batman Stars in Chevy Ad

Sat, 14 Jan 2017 09:00:00 -0500

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Chevy's focus groups just took on a new task: Giving a psychological assessment of Batman, Lego-style.

In a funny and refreshing new take on the automaker's "Real People, Not Actors" campaign, a focus group of animated Lego minifigures are asked what kind of person would drive Chevy's all-new Lego Batmobile. "Judging by these rocket launchers, this person is kind of defensive," quips one woman, prompting an angry retort from Lego Batman, who hovers over the entire proceeding.

Chevrolet is not actually selling Batmobiles. Rather the ad is the result of a partnership with Warner Bros.' "The Lego Batman Movie," which opens on Feb. 10. The spot, by Chevy lead agency Commonwealth/McCann, directs viewers to Chevy's website where people can virtually configure their own Lego Batmobile. Chevrolet is also unveiling a life-size Lego Batmobile on Saturday at the North American International Auto Show in Detroit that was made from 344,187 Lego bricks and took 1,833 hours to build.

Continue reading at AdAge.com




James Corden Sings the Praises of the Grammys in New Promo Spots

Fri, 13 Jan 2017 18:30:00 -0500

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He's belted out show tunes with Lin-Manuel Miranda while puttering around Hell's Kitchen and warbled along with Adele while squiring her around London's Kensington district, and now James Corden is giving his pipes a workout in Downtown L.A. in a pair of promos for the 59th Annual Grammy Awards.

The indefatigably upbeat late-night chat show fixture and first-time Grammys host appears in two 30-second spots designed to whip up some buzz for the annual celebration of music, which is set to air on CBS Sunday, Feb. 12. As part of The Recording Academy's "Believe in Music" campaign, the host of CBS's "Late Late Show" channels his inner pop star in order to lift the flagging spirits of a gridlocked married couple ensnarled in freeway traffic and a jogger who's hit the wall during her morning run.

The first spot, which features Mr. Corden launching into the first verse of Bruno Mars' "24K Magic," premieres Saturday, Jan. 14, during CBS's coverage of the AFC Divisional Playoff between the Texans and Patriots. Barring a blowout, the placement within the weekend's lone primetime NFL broadcast should put the Grammys spot in front of an audience of around 32 million viewers.

Continue reading at AdAge.com




Why Snapchat's New Search Bar Is a Welcome Sign for Brands

Fri, 13 Jan 2017 18:15:00 -0500

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Snapchat has given brands and publishers new hope that they could get discovered.

On Thursday, the messaging and media app revamped the design of its search, opening the possibility that brands and publishers will get more exposure for their Snapchat videos.

The search changes are mostly cosmetic at this point, and they don't dramatically alter how people discover new accounts. However, it offers a more visual search design that appears readymade for brands and publishers to be able to promote themselves, perhaps eventually paying to find larger audiences.

Continue reading at AdAge.com




Rubicon Project Exploring a Possible Sale

Fri, 13 Jan 2017 16:25:00 -0500

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Ad-tech platform Rubicon Project is exploring its options to possibly sell the company.

The news comes nearly a month after it announced an $18 million cost-saving move to lay off 125 employees, or about 19% of its workforce. Regarding the potential sale, the company told Ad Age it does "not comment on inquiries of this kind."

The Wall Street Journal was first to report the news.

Continue reading at AdAge.com




Slow Medicine for Brands in the Social Era

Fri, 13 Jan 2017 12:00:00 -0500

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Digital media has made our lives better. We feel more inspired and connected thanks to tools like the freedom-bestowing cell phone, which brings us closer to family, friends and the values and passions that define us.

The drawback is that we're constantly looking at our gadgets and losing perspective. But a correction is afoot. In a recent Doneger Survey of 250 consumers between the ages of 18 and 44, 60% felt that there is too much "stuff" out there. Brands should acknowledge that their "always on" social marketing approach can be part of this problem, and should focus instead on finding more meaningful, less frantic ways of connecting with a "time-poor" consumer.

Decelerate is the new innovate

Continue reading at AdAge.com







Pandora to Lay Off 7% of Its Workforce

Fri, 13 Jan 2017 11:00:00 -0500

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Pandora will lay off 7% of its U.S. workforce, excluding workers from Ticketfly, by the end of the first quarter this year.

Pandora said the move was made to increase operational efficiency.

"While making workforce reductions is always a difficult decision, the commitment to cost discipline will allow us to invest more heavily in product development and monetization and build on the foundations of our strategic investments," Tim Westergren, CEO of Pandora, told investors in a letter released ahead of the company's Q4 earnings.

Continue reading at AdAge.com




Why Agencies Should Race to the 'Middle'

Fri, 13 Jan 2017 07:00:00 -0500

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Agencies all over the planet are in training mode for one of the biggest competitions they will enter. They are stretching, bulking up and enlisting high-performing people around them to help push the limits.

Agencies are essentially in a race to the middle.

Middle of what, you ask? To where they need to be in order to strike the right balance of services and purpose to meet client needs. Traditional shops are shifting the kinds of hires they make, in an effort to be digitally relevant. Digital shops, on the other hand, are scrambling to figure out how out how to build brands and create effective advertising.

Continue reading at AdAge.com




BBDO Names Tara DeVeaux CMO; Doubles Down on Insights, Data

Fri, 13 Jan 2017 07:00:00 -0500

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BBDO New York has hired Ming Utility and Entertainment Group President Tara DeVeaux as its new chief marketing officer, while upping Business Development Director Crystal Rix to chief strategy officer as part of the shop's plan to become more data and insight-driven.

Ms. DeVeaux, who reports to BBDO New York CEO John Osborn, takes on Ms. Rix's business development responsibilities, in addition to enhancing the agency's marketing and helping tell its story. Simon Bond, who left BBDO in 2015 to become chief growth officer at Interpublic, previously served as CMO of the Omnicom agency. Ms. Deveaux is a BBDO vetprior to opening Ming, she had been exec VP-account manager there.

While the chief strategy officer title is new, the responsibilities of Jeff Kenyon, who left BBDO New York in August after serving as the head of planning, will fall under Ms. Rix's remit. Ms. Rix will oversee the agency's streamlined strategic practice, which now includes communications planning and data and marketing science. She reports to BBDO New York President Kirsten Flanik. Ms. Rix will continue to lead strategic guidance on the AT&T brand in addition to her expanded role.

Continue reading at AdAge.com




Mobile Wallet's Branding Problem

Fri, 13 Jan 2017 07:00:00 -0500

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The mobile marketing industry today is heavily weighted towards SMS/MMS and app push, but wallet, beacon and chat solutions are gaining momentum. Some of the most exciting new opportunities for mobile marketers, with an immediate positive ROI, can be found in mobile wallet solutions. Why then have these solutions been overlooked and not received the traction they deserve? Well, mobile wallet has a branding problem.

I mention mobile wallet here, and so feel compelled to explain just what I mean by "mobile wallet" -- which is the first problem. When the average person thinks of a mobile wallet, the image of the tradition leather-bound billfold comes to mind. Most people envision mobile wallet as their phone replacing the functionality their physical wallet provides, primarily with payments. With so many mobile payment solutions and initiatives driven by massive tech and retail giants, it is hard to not focus on payments.

However, the mobile wallet we're talking about is the one that launched when Apple introduced Passbook in 2012. This mobile wallet is the loyalty/gift card, tickets and coupon solution that allow a brand to create a living, breathing relationship with a consumer after they add a "pass" to their wallet. With a pass installed, brands can push updates to consumers and trigger messages based on any data in their profile, most importantly real-time location. Brands and consumers can eliminate those plastic loyalty or gift cards in their physical wallet or key rings, and clipped paper/email coupons. All of these will be carefully organized and filed in your wallet app, natively.

Continue reading at AdAge.com




Long Live Reach: Buying Eyeballs Still Works If It's Done Right

Fri, 13 Jan 2017 07:00:00 -0500

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Broad reach was the cornerstone of advertising media for decades. But its position has come under steady attack. Media's biggest traditional reach vehicle, TV, has seen that very quality ebb as viewers drift away. Growing alternatives use finely targeted messages against smaller online communities, model personas and individuals.

TV networks, cable networks and agencies have been on the losing side of this battle for years. Agencies in particular made a big bet on reach in the mid-1990s by ripping media planning and buying out of creative agencies and founding the media company giants we know today (OMD, Zenith Optimedia, GroupM, etc.). The core idea driving this big move was that eyeballs could be commodified. As far as reach was concerned, an eyeball was an eyeball; and a cheap eyeball was better than an expensive eyeball. Consolidation of huge budgets meant that big media agencies set the negotiating field, and the network and cable players played the game according to the new eyeball-commodification rules.

The internet, of course, turned this world upside down. As media-planning options went from eight or nine media choices to hundreds, creative agencies were left in the lurch. The connection between media planning and creative, which had always been tenuous, was now almost nonexistent. Aligning creative ideas to emerging media opportunities became the definition of great creativity, yet the media people and the creative people were usually not even in the same building. At the same time, when networks and cable stations were most under attack for their lack of targeted impact, media buyers were focused on lowering the cost per eyeball.

Continue reading at AdAge.com