HBO, with Giant Spoon, is creating an immersive "Westworld" experience at South by Southwest, which involves building iconic parts of the show's fictional town Sweetwater across 2 acres of land. Actors will play hosts to create scenarios for fans to experience, and HBO is teaming with Lyft to offer a show-themed ride to fans who "unlock a secret code."
Toyota has created an Instagram account -- @SeeLikeMenna -- that enables users to experience what it's like to ski down the toughest slopes with just 3% vision through the eyes of the British 18-year-old Para-Alpine World Cup skier Menna Fitzpatrick. The campaign from Saatchi & Saatchi, Dentsu and Archer's Mark includes a 360-degree immersive video on YouTube and Facebook.
Chobani gained the most brand awareness and buzz during the first 10 days of broadcasting from the Winter Olympics among
domestic sponsors, and awareness was also high for NBC, Liberty Mutual, United and NBC Sports Network, per YouGov BrandIndex. Coca-Cola was top among global partners of the Games.
Droga5's latest spot for CoverGirl's #IAmWhatIMakeup campaign features model Amy Deanna -- who has a skin condition called vitiligo -- using the brand's TruBlend foundation to complement her skin, rather than hide it. Deanna is the brand's first ambassador with vitiligo, which causes the loss of pigment cells in skin.
Fifty-nine percent of women and about 50% of men say they don't identify totally as feminine or masculine, and nearly 40% of participants said advertising misrepresents genders, per Omnicom Media Group. "This has a major implication for marketers in that if they don't start readjusting their playbook and they don't start speaking to all types of masculinity or femininity, then they could clearly be missing the bull's-eye, i.e., about half of that gender population," said OMG's Pamela Marsh.
Procter & Gamble's David Taylor says the company intends to cut its agency roster by a further 50% and bring down advertising spend by $400 million. The company has already slashed the number of agencies it works with from 6,000 to 2,500 and plans to work with certain agencies on a fixed retainer model for some major campaigns but will "open source" agency partners for the rest of its business.
Diageo is the latest brand to sign up for the Free the Bid movement, which is urging agencies to submit creative pitches that involve at least one female director. Eleven other brands have joined the movement, including Coca-Cola, Levi's, HP, Visa, eBay and Toys R Us.
Colenso BBDO's Mylene Ong writes that agency executives have to try and curb the fight-or-flight instinct that kicks in when under pressure to win new business. Instead of rushing in to fix a perceived problem, take time to let your curiosity explore briefs from all angles to allow creativity to flourish, she writes.
Saatchi & Saatchi's Richard Huntington gave a rousing speech at a recent event, which warned advertisers against the "four horsemen of the marketing apocalypse" -- which he defined as accepted wisdom, best practice, dogma and cliche. "Cliche: gray, lifeless, dull, stalks every corner of our industry ... we need to hunt it down and get rid of it," he said.
Google has launched a new "Auto" ad format that uses machine learning to optimize digital ad placements. The format is available for Accelerate Mobile Pages, and includes display, text and native in-feed ads.
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