Leica's "100" spot from F/Nazca Saatchi & Saatchi, which recreated 35 iconic photos, has won the Grand Prix in Film/Television at the Cannes Lions festival. Geico's "Family" from The Martin Agency won the top prize in the Non-Television category for its clever take on skippable ads. John Lewis took the Grand Prix for Film Craft for its "Monty's Christmas" ad by Adam&Eve/DDB London that tells the story of a little boy and his penguin.
Consumers are spending more time using mobile than watching TV screens, yet there is still a mobile-ad spending shortfall of $25 billion, according to Mary Meeker's annual trend report. VB Insight research shows that 49% of Americans will engage with an ad that is personalized and well-timed.
Marriott has been working with Fahrenheit 212 on a strategy to attract millennials who prefer meaningful and unpredictable travel experiences. Starting with the customer experience in its restaurants and bars, Marriott has encouraged its managers to think local and provide unique offerings. "Our big penny-drop moment came when we realized that big did not have to mean monolithic, but instead, big could be the kind of experience we could empower," said Fahrenheit 212's Pete Maulik.
The wireless data price wars are expected to entice carriers to start investing more in content as a way of differentiating their brands, say industry observers, who point to AT&T's pending acquisition of DIRECTV and Verizon Communications' recent purchase of AOL as examples of the trend.
Organizations claim to understand the importance of vacation time but often have cultures where employees feel they cannot get away without making sacrifices, writes Maura Thomas. Changing that feeling starts by modeling the right behavior: "Use your own paid time off, and don't check email while you're on vacation," she writes.
Television has not only survived amid new competition from digital giants, it has found new life by "mastering the model of the future" -- creating several layers of monetization potential for content that consumers are willing to pay for, writes Michael Wolff. "Television, once maniacally driven by Nielsen ratings, has gone upscale as online media becomes an absurd traffic game," he writes. "... Mass-market TV upgraded to class, while digital media -- listicles, saccharine viral videos -- chased lowbrow mass."
MTV is further integrating social media content with its TV programming by giving viewers the chance to have their Instagram, Vine and other posts seen during ad breaks. User content with the hashtag #MTVBump can appear on TV within two hours of being posted. "We understand that MTV is a 30-year-old brand and we absolutely always have to be re-inventing ourselves," said Kerry Taylor, chief marketing officer for Viacom International Media Networks UK.
Discovery Channel, through live-streaming application Meerkat, will permit third-party sources to post their own content on the microsite for its upcoming Shark Week. So-called "Finbassador" educators, conservationists and other shark experts are expected to post clips on SharkWeek.com to complement the network's content.
Cord-cutting can be a winning proposition for cable providers, which can offset the loss of traditional TV customers by adding broadband-only users and eliminating fees for broadcast and cable programming, TiVo CEO Tom Rogers said at an industry event. Cable operators can supply TiVo over-the-air DVRs to broadband customers, who can watch free TV channels and stream content from Netflix and other services, Rogers said.
Building strong relationships with your current customers is critical for building your business and winning referrals, writes Brian O'Connor. It's important to have an active presence in your local community, spread the word about successful initiatives and get help when you need it, he writes.