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.
Industry leaders weigh in on Google's decision to scrap 30-second unskippable pre-roll spots on YouTube, praising the move as a step toward prioritizing creative and the user experience. "It has been too easy for marketers to just take their 30-second TV spots and put them online," BBDO New York's Julian Cole said.
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.
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.
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.
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.
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