Mon, 30 Jan 2017 07:00:00 -0500(image)
The new year brings a fresh start and new ideas, but a little inspiration doesn't hurt. So we asked some adland decision makers what they're reading in 2017.
Joe Marchese, president-advanced advertising products, Fox Networks Group
"Payoff: The Hidden Logic That Shapes Our Motives" by Dan Ariely is a constant reminder for marketers that pure math doesn't drive outcomes when human beings are involved, because by nature we don't act out of perfect logic. All of Dan's books should be required reading for the ad industry. I'm also reading "The Attention Merchants" by Tim Wu. It's not the most flattering perspective of advertisers or the advertising industry, but it is important to admit where advertising has gone wrong in order to know what we can do to make the system work for people again, and for quality content producers.
Tue, 24 Jan 2017 07:00:00 -0500(image)
M&Ms' 75th anniversary marketing campaign was sparked by a human resources presentation.
When Berta de Pablos-Barbier returned to Mars as VP-marketing of Mars Chocolate North America in February 2015 after years in the fashion industry, she spotted a slide during orientation showing that M&Ms debuted in 1941. The realization that the 75th anniversary was coming fueled a campaign that helped M&Ms grow eight times faster than the U.S. chocolate category and increase household penetration in 2016 after three years of declines. U.S. sales climbed 3% to $1.62 billion, according to Nielsen data shared by Mars. Here's a look at how M&Ms focused on a simple idea with a new way of thinking.
Mon, 23 Jan 2017 07:00:00 -0500(image)
New products are the lifeblood of auto marketing, a category typically driven by vehicle launches. But what happens when there's no new model to pitch?
That's the situation Cadillac Chief Marketing Officer Uwe Ellinghaus faces this year as he awaits a replenished new-product pipeline in 2018. But he is not pressing the brakes on advertising.
"I have a launch pause for a new car, but it's a great opportunity for me to send brand messages," he said in an interview at the North American International Auto Show in Detroit. "From a creative point of view, the agency loves the idea that they don't have to launch a new car and feature it prominently because the creative degree of freedom is so much bigger than they now have," he added. Cadillac's lead agency is Publicis New York.
Wed, 18 Jan 2017 16:55:00 -0500(image)
Last September, Snapchat employees read a report about a leaked commercial touting a new product -- a pair of glasses for shooting videos. They felt emboldened to ask their bosses: Are these Spectacles glasses really from us? It seemed plausible. Paparazzi had photographed Chief Executive Officer Evan Spiegel wearing similar frames months earlier.
But after the inquiries, employees got an email, clamping down on the chatter, according to people familiar with the matter. You may have seen reports about a product that we may or may not be working on, it said. Don't talk about it.
Hours later, Snapchat publicly announced that the glasses were indeed real and part of a new strategy to define itself as a "camera company." The company's new name was Snap Inc. Many employees read about this for the first time in the news.
Tue, 17 Jan 2017 15:15:00 -0500(image)
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."