Droga5's new campaign for The New York Times, which emphasizes the importance of journalistic integrity, is set to debut Sunday during the Academy Awards with a 30-second spot that ends with the line "The truth is more important now than ever." The push also includes social media, print, digital and out-of-home elements.
Publicis New York has created an Oscars spot for Cadillac called "Carry," which first centers on street protesters before shifting focus to the power of a helping hand. Melody Lee, Cadillac's director of brand marketing, notes that the spot is not a social or political statement, but instead "simply a celebration of the incredible American spirit."
Causr's James Eder talks about what inspired him to create the location-based app, which helps people connect to others close by who have similar interests and needs. "Imagine being able to land anywhere in the world and connect easily with people nearby; context helps this happen more easily. This is the future we're on a mission to create," Eder says.
Hyatt's latest brand campaign from MullenLowe, "For a World of Understanding," is making its first appearance Sunday during the Oscars with a 30-second ad that shows travelers around the world connecting emotionally with each other as they transcend language and cultural barriers. The push will also include a collaboration with Buzzfeed on the night of the event.
Office Depot OfficeMax has appointed Zimmerman Advertising to handle its entire business, ending a two-and-a-half year partnership with Interpublic Group without a review. The brand invested $60 million in measured media in the first eleven months of last year, per Kantar Media.
Facebook is testing midroll video spots with a select group of US publishers, giving 55% of the ad profits to the publisher. All American publishers with over 2,000 followers can also now insert 20-second midroll ads into live video, with the same ad revenue split.
Kinetic's campaign for the Universal Pictures movie "Girl on the Train" enabled commuters to use Snapchat to scan and unlock filters from subway billboards to access hidden content. The agency is now offering similar campaigns to other brands with its new "Active Journeys" product.
Mono's Joe King outlines several lessons advertisers can learn from Hollywood's elite, such as J.J. Abrams' advice to "Let it suck for a second" to give unusual concepts the room they need to possibly develop into great creative work. King also expounds upon statements from stars including Angela Bassett and Mel Brooks.
The Honest Co.'s new internally created campaign has debuted with a 60-second ad that features real moms talking about childbirth, accompanied by real footage. The push also includes an #HonestMoments social element to encourage consumers to share their own stories of important moments in their lives and possibly inspire future content for the brand.
Recent research from Forrester and Adobe highlights the necessity of agencies to view marketing technology and data skills as an integral part of their service. Fifty-seven percent of respondents said that data guide marketing strategy, while 58% indicated they have increased technology spend in order to fuel data-driven marketing.
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