Leo Burnett was reinstated as Special K's agency in January and has unveiled its first TV spot, "Own It." The ad showcases women juggling busy lives, fueled by the brand's products, and the campaign will also include digital, print, social, public relations and shopper marketing.
I.d.e.a.'s push for Caesars Palace-managed casino Harrah's Resort Southern California showcases David Hasselhoff in a TV spot as the mayor of Funner, California. The casino is located on the grounds of the Rincon Indian Reservation, and tribal leaders have officially changed the name of the land and chosen Hasselhoff as the first mayor.
Smartphones are robbing creatives of the key to inspiration -- boredom, writes Ogilvy's John Long. A constant stream of information stops your mind from roaming freely and allowing the best ideas to pop up from your subconscious, he writes.
Instagram is giving brands triple the amount of engagement of Facebook, and celebrities are getting 3.6 times more engagement, per SocialBakers. The research analyzed hundreds of millions of posts to both platforms.
Rep. Marsha Blackburn, R-Tenn., has put forward a bill called Balancing the Rights of Web Surfers Equally and Responsibly Act of 2017, which would require digital publishers, social platforms and internet service providers to get opt-in consent before using or disseminating consumers' sensitive information. That information would include browsing, app-usage and location data.
The Outdoor Advertising Association of America and the National Geographic Society are raising awareness for Endangered Species Day with an out-of-home push that encourages consumers to get involved and use the hashtag #SaveTogether. The campaign was launched with a digital billboard in Times Square that features selfies people took with a National Geographic Photo Ark poster that they then shared via Twitter and Instagram.
Depeche Mode is letting one fan moderate its Facebook account each day for a year, as part of a promotion for the band's 14th album, "Spirit." BBH LA and Facebook's Creative shop are the masterminds behind the campaign, enabling takeovers from fans including cancer survivor Liz Dwyer, astronaut Tim Peake and skateboarder Tony Hawk.
TV networks pitched to advertisers at the Upfronts, emphasizing brand safety while admitting digital viewing is changing consumer attitudes toward traditional ad formats. Turner Broadcasting expressed its willingness to cut down on the number of ads during shows, and to offer longer formats for adverts, and spotlighted its data partnerships with Fox Networks Group and Viacom.
Brands need to move out of the way of branded content and let the content itself be the main attraction, writes Molly DeWolf Swenson. "If a story is moving, no one is going to care that it's brought to you by a brand ... they're going to be happy the brand brought it to them," Swenson writes.
Phoenix agency OH Partners made a bold move to get on Airbnb's radar by turning its office into a "Spacious Phoenix penthouse suite" on the brand's site and livestreaming for 24 hours with local personalities using the hashtag #JonathanCallScott. The stunt caught the attention of Chief Marketing Officer Jonathan Mildenhall, who did indeed call the agency's president, Scott Harkey.
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