Industry executives give their views on modern account management, outlining how the role now demands more expertise across all agency areas of business and why account managers must have the experience to trust their intuition about client needs and to add value. "You have to be able at the end of the day to say, I made the business better, the project better, a relationship better," Arnold Worldwide's Barbara Reilly says.
Droga5 is having more fun with absurd takes on MailChimp's name, creating made-up activations such as anti-aging facial SnailPrimp and crushed potato snack FailChip. The campaign also includes a social competition called NailChamp, and the brand has debuted a short digital spot explaining the thinking behind "Did You Mean MailChimp?"
The latest activation in the "Oreo Dunk Challenge" campaign is a mobile game from 360i that lets users swing their smartphones to virtually launch a cookie into space that then lands in a glass of milk somewhere else in the world. Users can see where their Oreo lands by watching a short Google Earth video.
Align Technology is launching its first-ever worldwide push from Colle+McVoy for Invisalign. "Made to Move" spotlights the importance of a smile, and it includes print, digital and television spots.
Vans' new campaign celebrates its skateboarding roots while emphasizing its evolution into a lifestyle brand, and shows how its "Off the Wall" slogan has relevancy for individuals everywhere. The push includes a dozen spots on social media that feature people talking about their passions such as music, street art and surfing.
Snap is partnering with Interpublic Group's R/GA to invest in mobile and social startups working on analytics, content creation and artificial intelligence, while Facebook has announced the creation of Paris-based Station F to support data-driven startups. Observers say more acquisitions can be expected this year as the big players seek to gain innovative expertise in mobile, artificial intelligence, virtual reality and data.
DDB & Tribal Worldwide Amsterdam tapped Hulk Hogan to star in Dutch insurer Central Beheer's latest ad for its "Just Call Us" campaign. The humorous spot features the wrestler tackling an escaping thief, but as he pauses to soak in the adoration of fans, the thief manages to get away with the stolen handbag.
Communicus' Jeri Smith advises marketers on how to get the most from Facebook advertising, including using it as a way to amplify existing campaigns and as a method to increase consumer trust in your brand. Resist the temptation to target too many people with alternative messaging, and instead concentrate on delivering a consistent brand message that resonates authentically with consumers, she writes.
Wunderman UK's Ian Haworth outlines how to develop a truly creative culture, saying it's important that all staff members work toward the common purpose of "making great work." Believe that the impossible is possible, encourage your clients to take creative risks, and leave your ego at the door, he writes.
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