McCann New York took home the International Andy Awards' top prize, the Grandy Award, for its "Field Trip to Mars" spot for Lockheed Martin. McCann Worldgroup was the most feted agency at the event, winning 23 awards and named agency network of the year, while McCann New York won agency of the year.
Intel Chief Marketing Officer Steve Fund had to update the company's image when he signed on three years ago, with an emphasis on making the company a technology leader rather than a simple chipmaker. "In advertising, there are two things that matter: the ability to break through and the ability to drive persuasion," Fund said in this Q&A.
O'Keefe Reinhard & Paul's new campaign for Gildan Activewear aims to woo millennials with "The Next Generation of Underwear." The push runs across digital, TV, print, radio, social and includes a tie-in with Tinder that enables users to "swipe right" from an underwear-clad dad to view the modern boxer briefs worn by his son.
Doritos is promoting Marvel's "Guardians of the Galaxy 2" with a limited-edition bag of the chips that includes an integrated tape player to play all 14 songs of the movie's soundtrack. The special bags will be sold on Amazon.com starting Friday, and no price has been revealed yet.
Shoppable video creator MikMak has unveiled a product called Attach, which connects ads on Instagram Stories and Snapchat to brands' digital retail sites, and the feature is being tested by Birchbox, SheaMoisture, GoPro and Dr. Brandt skin care. Dr. Brandt experienced a 500% increase in face mask sales in 10 days following an Instagram campaign, and MikMak says it's working on developing a tool to also create shoppable videos for Facebook Live.
Kimpton Hotels & Restaurants Chief Commercial Officer Kathleen Reidenbach has concentrated on using social media and content to improve customer engagement and create relationships. "Looking at consumers and our guests holistically beyond just the one reason they might be engaging with us at that time is incredibly important, so we can build stronger relationships with them and be more relevant to them," she said.
Mark Monteiro, the former chief creative officer and chairman of DDB Los Angeles, talks about being a "co-pilot" at David&Goliath for 100 days a year and how turning 60 has afforded him more creative freedom. "Anything can be a fun assignment because I'm not trying to get to any specific career point and I think that's an advantage," he explains.
The rise of artificial intelligence and machine learning can benefit society, but the ethical human factor will always have a pivotal role in helping brands maintain a connection to the consumer, writes SapientRazorfish's Simon James. "Once companies have transformed and achieved parity in technology and customer experience it will be the emotion of brands that differentiates them," he writes.
Luxury fashion accessory brand Coach has selected IPG Mediabrands' UM as its media agency. UM will work on a "customized media buying and integrated planning services" strategy for the brand in nine markets across Asia and the Americas, the companies said.
Google is letting advertisers buy linear TV ads programmatically via DoubleClick Bid Manager, which will help bridge the gap between digital and traditional television advertising. "For example, an advertiser will be able to measure the lift when someone searches for their brand on Google or YouTube after seeing their TV ad," Google's Rany Ng wrote in a blog post.
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