Goodby Silverstein & Partners has created an optimistic global push for Cisco called "There's never been a better time." One ad spotlights Cisco's Tactical Operations unit providing technological support for Europe's refugee crisis. The campaign "celebrates how empowered we are today by technology. The message is an optimistic rallying cry to do something amazing right now," GS&P's Will Elliott said.
Several magazines are actively utilizing Instagram to maintain their following. "We think Instagram-first, not how to repurpose our content there for other platforms," says HarpersBazaar.com's Joyann King. Vogue magazine's main Instagram account has 9.7 million fans and keeps its followers engaged by encouraging them to share their views on the latest celebrity Instagrams and weekly fashion and beauty posts.
Instagram has updated its carousel ad product, which lets advertisers display multiple items in a single sponsored post, to include videos up to 60 seconds in length. Brands such as Macy's, Taco Bell and Airbnb are already using the format. "As we see people watch more video, we think this helps business bring messages to life more," said Instagram's James Quarles.
Forty-three percent of marketers think that social marketing and analytics capabilities are critical for online marketing technology solutions, Forbes Insights and Oracle Marketing Cloud report. Customization and security were also ranked as important.
AARP has created an interactive experience on its iPad app for women over 50. The app brings the magazine's content to life with video and sound, focusing on beauty and fashion. SiteMinis' Marci Troutman notes that "allowing the over 50 demographic to experience the digital magazine of choice with added extras is a great way to boost subscribers, especially women that are looking for beauty and style tips catered directly to them."
Coldwell Banker's new campaign from Siltanen & Partners is based on user-generated content that demonstrates real-life special moments that happen at home. Consumers can contribute to the push by submitting their entries using the hashtag #HomeIsAwesomeness.
BBDO New York's new spot for Priceline features outtakes from its last ad for the brand, "Life Advice with Robinson and Sprewell." Former NBA stars David Robinson and Latrell Sprewell give a girl the benefit of their wisdom with gems such as "And that's why we use our words to settle our differences."
Ogilvy has created a push for Hellmann's called "Grilltopia" that touts the brand's new premium grilling and hot sauces. The push includes four original videos starring YouTube's "DJ BBQ" showing grilling doubters such as food critic Giles Coren why they should fall in love with the grill.
Lew'Lara\TBWA and the Dorina Nowill Foundation for the Blind have created Lego-style bricks with the Braille alphabet on them to help visually impaired children learn to read. A two-minute spot tells the story of Anny, a girl whose teacher was unable to assist her with a Braille typewriter and how the bricks have helped her integrate with her classmates.
Figliulo & Partners and BBH New York are taking over Macy's holiday creative this year, replacing J. Walter Thompson after a review. The retailer invested $220.3 million in measured media last November and December, according to Kantar Media. "Winning pitches feels great, but winning Macy's is a whole new ballgame," F&P's Mark Figliulo said.
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