Brands that involve themselves in political debate and social issues should do so with a clear-eyed, long-term strategy that is in complete alignment with their company's values and actions, writes Craig Barkacs. Nike and Ben and Jerry's are examples of brands who successfully champion issues that matter to both their customers and their companies, he writes.
Pet owners are being urged by natural pet food brand "I and love and you" and Fact & Fiction to #FeedTheLove on Facebook and Instagram. Stories already shared during the "Confessions of Love" campaign are captured in a short digital video, and the brand is donating one meal to National Mill Dog Rescue for every story that highlights the bond people have with their pets.
Boathouse Agency's latest digital campaign for Nectar Sleep stars Mayim Bialik from "The Big Bang Theory" explaining the science behind a good night's sleep while wearing a white lab coat. "Real, Sleep Science from Mayim Bialik" also features the brand's CGI brain character and introduces a new CGI heart mascot.
Lena Waithe and Nkechi Okoro Carroll launched Black Women Who Brunch in 2014 as a friendly potluck to give other black female writers in the industry an opportunity to network. The group, which has grown from 12 to nearly 80, recently gathered to pose for a photo shoot with the Hollywood Reporter and to discuss the challenges they face in their industry.
Nike's social stand with the "Dream Crazy" ads featuring former San Francisco 49ers quarterback Colin Kaepernick helped it become Ad Age's marketer of the year. The divisive ad alienated some older consumers, but resonated with Generation Zers and millennials, Nike's core audience, this analysis notes.
White Ops has created a public service announcement that explains to consumers how their computers can be susceptible to bots committing ad fraud by referencing 3ve -- the bot network recently taken down by the FBI. The short film urges people to take action against malware and signposts viewers to the U.S. Department of Homeland Security's dedicated site for advice.
Jaguar, in collaboration with HGTV's Jonathan Scott, has created a mobile holiday window carved into a two-story bus that displays the Jaguar E-Pace in a festive, snowy scene surrounded by tartan wrap. In addition, 360-degree Pins give Pinterest users a complete view of the vehicle in the window, and consumers who take a photo of the bus and share it on social using #UnwrapaJaguar will be entered into a sweepstakes for a 2019 Jaguar E-PACE SE.
The 4A's and the Association of National Advertisers are calling for the industry to adopt Video Ad Serving Template (VAST) 4.1 -- industry communication standards between video players and ad servers -- and Ad-ID, a digital code the groups developed to identify ad assets. The tools aim to improve media workflows and methods for measuring audiences.
Stephen Lepitak takes a look at WPP's transformation plans to become more client-centric by reducing complexity around agency services for brands and considers what is needed for agencies' future success. "[T]he industry has always had, and should always have, creativity at its core," he writes.
FIG and Horizon Media have partnered to win agency of record for Benjamin Moore, replacing incumbent The Martin Agency. The paint brand invested $35.5 million in measured media in the US in 2017, per Kantar Media.
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