Posted by Patricia Marinho, SVP, Account Management, Giovanni + Draftfcb São Paulo
Have to say that yesterday was much better. There were some disappointments, but since we can always learn something new, there were some good lessons from the Go Viral seminar and specially from JWT, who made the best presentation here so far.
Go Viral's chairman Jimmy..... comes to Cannes every year to give a lecture on the state of digital. Since last year he focused on the importante of video as a tool to promote engagement online. He gave a lot of impressive numbers, like 120 million US citizens watched an average of 182 online videos last february. Because of that, several companies like Nokia are starting to look at online video as an strategic tool. For them uploading a video whenever you have a new campaign is not enough anymore. They know that they have to create their own narratives, relating to what matters to the brand. Therefore they now have an editorial team, with weekly meetings, to discuss what is going on and decide what type of new video has to be produced to ignite owned, earned and paid media. We should better get used to cases like de 16 videos produced for the N8 foosball - 2010 case.
Talking about JWT, they came with the notion that "time is the new currency" and that's why we have to make ideias people want to spend time with. That, for them, means creating stories that captivates the consumer. No news, right? The thing is they followed this brief introduction presenting a series of very creative cases that proved their point. Each one of them had something special. The ones the audience likes the most were My First Book Project and Heineken's Beer Gloss campaign. Everything was very consistent and inspiring...DRAFTFCBlog
Monday, June 21, 2010
Media Decoder: The New Yorker Sings, 'O, Canada'
The new issue of The New Yorker magazine might as well be called The Canadian. Yes, The Canadian.
The issue, which is coming out on Monday, has a cover date of June 28. Inside, every ad page other than a house ad has been sold to Canadians: more than a dozen government units, tourism organizations, financial firms and educational institutions.
The reason for the Canadian ad content is the fact that the coming G-8 and G-20 summits will be held in Ontario, from Friday through Sunday. The goal is to reach the “thought leader” readers of The New Yorker with positive pitches about Canada as a place to do business, visit or attend school.
It is believed to be the first time in 85 years that all the different advertisers in a single issue of The New Yorker have something in common.
The issue differs from an issue in 2005 that was sold to a single advertiser, which marked the first time that the magazine had sold all its ad space to one company. In that instance, for the Aug. 22, 2005 issue, the sole advertiser was Target.
Because “it’s not a single advertiser” this time, Lisa Hughes, vice president and publisher of The New Yorker, said in a telephone interview on Monday, “we had to sell each one separately.”
The advertisers, buying more than 20 ad pages in the June 28 issue, include the federal government; the governments of two provinces, Alberta and Ontario; tourism organizations for Alberta, New Brunswick, Nova Scotia, Ontario, Ottawa, Quebec and Toronto; the Royal Bank of Canada; a Canadian brokerage, Gluskin Sheff; and the Trinity College School.
The ad sales staff of The New Yorker worked with all those advertisers to get the ad pages sold as well as with Bob Dodd of Dodd Media in Toronto, an advertising sales representative that works on behalf of The New Yorker in Canada.
Ms. Hughes said that although she could not disclose the ad revenue for the issue, it was “bigger than the Target deal.” In 2005, that deal, for about 18 ad pages, was estimated to have brought in something under $1.1 million, but it was a very rough estimate.
The issue does not contain any note from the publisher or to alert readers to the distinction surrounding the ad pages. The American Society of Magazine Editors recommends an explanatory note be published when all the ad pages in an issue are bought by the same advertiser.
Because that is not the case here, Ms. Hughes said, a note was not needed.
Besides, she added, “I think the reader’s smart enough to figure it out.”
...Media Decoder
The issue, which is coming out on Monday, has a cover date of June 28. Inside, every ad page other than a house ad has been sold to Canadians: more than a dozen government units, tourism organizations, financial firms and educational institutions.
The reason for the Canadian ad content is the fact that the coming G-8 and G-20 summits will be held in Ontario, from Friday through Sunday. The goal is to reach the “thought leader” readers of The New Yorker with positive pitches about Canada as a place to do business, visit or attend school.
It is believed to be the first time in 85 years that all the different advertisers in a single issue of The New Yorker have something in common.
The issue differs from an issue in 2005 that was sold to a single advertiser, which marked the first time that the magazine had sold all its ad space to one company. In that instance, for the Aug. 22, 2005 issue, the sole advertiser was Target.
Because “it’s not a single advertiser” this time, Lisa Hughes, vice president and publisher of The New Yorker, said in a telephone interview on Monday, “we had to sell each one separately.”
The advertisers, buying more than 20 ad pages in the June 28 issue, include the federal government; the governments of two provinces, Alberta and Ontario; tourism organizations for Alberta, New Brunswick, Nova Scotia, Ontario, Ottawa, Quebec and Toronto; the Royal Bank of Canada; a Canadian brokerage, Gluskin Sheff; and the Trinity College School.
The ad sales staff of The New Yorker worked with all those advertisers to get the ad pages sold as well as with Bob Dodd of Dodd Media in Toronto, an advertising sales representative that works on behalf of The New Yorker in Canada.
Ms. Hughes said that although she could not disclose the ad revenue for the issue, it was “bigger than the Target deal.” In 2005, that deal, for about 18 ad pages, was estimated to have brought in something under $1.1 million, but it was a very rough estimate.
The issue does not contain any note from the publisher or to alert readers to the distinction surrounding the ad pages. The American Society of Magazine Editors recommends an explanatory note be published when all the ad pages in an issue are bought by the same advertiser.
Because that is not the case here, Ms. Hughes said, a note was not needed.
Besides, she added, “I think the reader’s smart enough to figure it out.”
...Media Decoder
ro0's posterous: Nike Jap Marco Tulio Ad... looks lk the Rexona #Entregaelalma Campaign.... Write a support message on a Statute, sounds very familiar
Nike Japan has launched a global ‘Write the future’ campaign for the FIFA World Cup 2010 starring iconic Brazilian-Japanese footballer Marcus Tulio Tanaka, online at Nike Japan’s Football website nike.jp/football/future. Nike invites members of the public to submit their comments in support of the Japan team at the FIFA World Cup 2010 in South Africa. The best messages are being carved on a life-size statue of Tanaka placed at Nike’s Harajuku store. Four cameras have been set up to capture when a winning message is carved on the statue.
In the Rexona - Entrega el Alma campaign the fans could write a support message for the Mexican Soccer team too. This Fan Monument is now @ the center of the mexican fans celebration. Reforma Street...please view more @ ro0's posterous
Collective Conversation Feed: Who won the PR Lions at Cannes?
Mid-way through a frantic day of filming what promise to be some cracking interviews with leading marketers from Kraft and Yahoo! (which you can watch tomorrow), we posed this question to Hill & Knowlton CEO and president of the Cannes Lions PR jury. Before that, we grabbed some of WPP CEO Sir Martin Sorrell's time to ask him what he was looking forward to this year.
You can watch this edition below (please click here Collective Conversation Feed) and can always catch the latest edition (and previous episodes) at http://blogs.hillandknowlton.com/cannes/tv.
You can watch this edition below (please click here Collective Conversation Feed) and can always catch the latest edition (and previous episodes) at http://blogs.hillandknowlton.com/cannes/tv.
Notable | www.NotableTV.com: NextMedia Banff Presents the Future of Digital Media in Canada
For four days, the Fairmont Banff Springs Hotel was swarming with ad executives, TV producers, online publishers, web start-up hopefuls, program developers, and all sorts of other media enthusiasts at the NextMedia Banff digital media conference.
NextMedia Banff is a digital conference designed to develop, discuss, track, and showcase the changes and innovations in the field of digital media. The goal? Network, brainstorm, learn, and exchange ideas! In the midst of some of the most beautiful scenery in Canada, it was a notable event to say the least.
Concurrently, the hotel was playing host to the Banff World Television Festival and Awards, which honour the best in world television production. Jason Priestley, Ricky Gervais, Eric McCormack, and William Shatner all received special awards.
NextMedia Banff put on some very notable panel discussions. State of the Digital Nation outlined how the advertising and digital worlds are colliding in Canada. Taking TV Mobile talked about how the television experience can be enhanced by mobile. And the NFB Luncheon showcased what the treasured Canadian film incubator is doing to engage their viewers on the web.
Keynote speakers included pirate DJ Matt Mason and digital ninja Faris Yakob.
Join Notable Host Julian Brass as he takes you into NextMedia Banff.
Featured in this video are some very notable celebrities. Canadian cutie Jason Priestley talks about going after your goals, comedy genius Ricky Gervais comments on beautiful Banff, and Dancing with the Stars’ judge Nigel Lythgoe tells us what he thinks the next notable development in media will be. You’ll also get a glimpse the iconic William Shatner!
Also, check out Notable TV’s CEO and Founder Julian Brass as he presents Notable to a packed auditorium.
The conference was put on by Achilles Media. Achilles Media is a business to business facilitation company that enables business community members to succeed by facilitating relationships and knowledge share. Their portfolio includes the organization of prime international events, up to the minute news, as well as training and development initiatives. Julian talks with CEO and Founder Robert Montgomery about how the whole conference got started.
NextMedia Banff provided four days of great ideas, notable people, and a bit of fun after hours too. Don’t miss it! And stay tuned for much more to come. Please click here to view video: Notable | www.NotableTV.com
NextMedia Banff is a digital conference designed to develop, discuss, track, and showcase the changes and innovations in the field of digital media. The goal? Network, brainstorm, learn, and exchange ideas! In the midst of some of the most beautiful scenery in Canada, it was a notable event to say the least.
Concurrently, the hotel was playing host to the Banff World Television Festival and Awards, which honour the best in world television production. Jason Priestley, Ricky Gervais, Eric McCormack, and William Shatner all received special awards.
NextMedia Banff put on some very notable panel discussions. State of the Digital Nation outlined how the advertising and digital worlds are colliding in Canada. Taking TV Mobile talked about how the television experience can be enhanced by mobile. And the NFB Luncheon showcased what the treasured Canadian film incubator is doing to engage their viewers on the web.
Keynote speakers included pirate DJ Matt Mason and digital ninja Faris Yakob.
Join Notable Host Julian Brass as he takes you into NextMedia Banff.
Featured in this video are some very notable celebrities. Canadian cutie Jason Priestley talks about going after your goals, comedy genius Ricky Gervais comments on beautiful Banff, and Dancing with the Stars’ judge Nigel Lythgoe tells us what he thinks the next notable development in media will be. You’ll also get a glimpse the iconic William Shatner!
Also, check out Notable TV’s CEO and Founder Julian Brass as he presents Notable to a packed auditorium.
The conference was put on by Achilles Media. Achilles Media is a business to business facilitation company that enables business community members to succeed by facilitating relationships and knowledge share. Their portfolio includes the organization of prime international events, up to the minute news, as well as training and development initiatives. Julian talks with CEO and Founder Robert Montgomery about how the whole conference got started.
NextMedia Banff provided four days of great ideas, notable people, and a bit of fun after hours too. Don’t miss it! And stay tuned for much more to come. Please click here to view video: Notable | www.NotableTV.com
Euro RSCG Social: Social Media: Trendspotting
Tweet the Press
Twitter has established itself as a bona fide news tool
Contrary to popular perception, Twitter isn’t just the place for millions of users to let their friends know what they had for breakfast. The social media network has earned “real media” cred—up-to-the-minute developments on last year’s protests surrounding the Iranian elections illustrated Twitter’s growth into a useful and accessible news tool. Traditional media service Reuters took note (and perhaps felt a little threatened); when it released social media guidelines to writers in March 2010, it specifically instructed them not to break news on Twitter. Currently, Mashable’s story on Reuters’ social guidelines has been retweeted 887 times; Reuters brass can’t miss the irony...Euro RSCG Social
Twitter has established itself as a bona fide news tool
Contrary to popular perception, Twitter isn’t just the place for millions of users to let their friends know what they had for breakfast. The social media network has earned “real media” cred—up-to-the-minute developments on last year’s protests surrounding the Iranian elections illustrated Twitter’s growth into a useful and accessible news tool. Traditional media service Reuters took note (and perhaps felt a little threatened); when it released social media guidelines to writers in March 2010, it specifically instructed them not to break news on Twitter. Currently, Mashable’s story on Reuters’ social guidelines has been retweeted 887 times; Reuters brass can’t miss the irony...Euro RSCG Social
contagiousmagazine.com: OGILVYONE / WORLD'S GREATEST SALESPERSON
In the spirit of David Ogilvy, the network honours the sell
What is salesmanship? Back in vogue, according to Rory Sutherland, vice chairman of Ogilvy Group U.K.
The network announced the winner of its World's Greatest Salesperson contest today in a full session at the Cannes Lions International Advertising Festival.
The results come after a programme spanning several months encouraging entrants to sell a brick, and post the results online. The YouTube-based contest drew 234 entrants from 12 countries.
At a Palais-hosted finale three remaining contestants didn't have to sell a brick, but a Motorola Android phone, and one by one they came on stage and pitched the phone to the audience.
Sutherland introduced the candidates, giving a quick overview on the gulf between appraisal and desire and provoking an action - the latter being the sales bit - where there lay the opportunity for the right pitch to help consumers bridge the gap between the lives they led and the lives they wished to lead.
'Active behavioural change requires salesmanship', he said. 'To actually generate change in the world, this is as important a quality and skill as anything else'.
A winner emerged in the form of sports psychologist and motivational speaker Todd Herman, from Alberta, Canada, who emphasised the device's speed to earn over 50% of the vote. Brian Featherstone, CEO of OgilvyOne Worldwide, said 'We're so interested in where selling will go in the 21st century, so we're hiring Todd to join us on a fellowship at OgilvyOne'. The goal will be to develop a white paper on the future of selling.
Mat Zucker, executive creative director of OgilvyOne, who came up with the idea, announced it will be continued in an episodic online reality show, along with MSN and production company Generate. 'It takes something we think is so important, being great persuaders, and brings it out to the general public'. he said.
www.youtube.com/user/ogilvy...contagiousmagazine.com
Subscribe to:
Posts (Atom)
