Tabla de contenidos para June 13, 2016 en Adweek

Industry auditors and lawyers are already starting to use the 58-page Association of National Advertisers’ media transparency study (conducted in conjunction with K2 Intelligence) to promote their services. Business development consultants are being contacted by agencies hoping to find new opportunities as disgruntled marketers presumably seek alternatives to their incumbent agencies. But don’t expect another Mediapalooza in the offing (when $27 billion of business went into review over the last 18 months). The ANA’s new eight-month study, focusing on media buying practices, underscored a larger “disconnect” between clients and their agencies—but a lot of those differences have already been playing out in changing account activity. With so many large pieces of business having already moved, it’s unlikely another big wave of marketers would move such assignments again. It’s understandable that…

June 20 CMO Report 2 (CPG) Second in quarterly series spotlighting major ad sector – focusing on the most newsworthy trends and marketers in the category. June 27 Sports/Olympics A playbook on what to expect when the year’s sports marketing MVP’s hit the playing field. featuring 25 MOST POWERFUL WOMEN IN SPORTS SPECIAL SECTION RETAIL & SHOPPER MARKETING GUIDE July 25 Creative 100 A homage to the creative masters of 2016. SPECIAL SECTION MOBILE MARKETING GUIDE Aug 8 CMO Report 3 (Auto) Third in quarterly series spotlighting major ad sector. SPECIAL SECTION SOCIAL & VISUAL MARKETING GUIDE Aug 22 Invention Issue Hailing the standout inventions in media, marketing & advertising. featuring PROJECT ISAAC WINNER SHOWCASE Sept 5 Ad Tech Issue All the “need to know” data on the latest developments…

AN INTERNET-FOCUSED INVESTMENT banker at Credit Suisse, where, in September 2014, he orchestrated Chinese ecommerce giant Alibaba’s high-profile IPO. Three months later, his star rose even higher when he was named Snapchat’s first chief strategy officer, charged, many observers figured, with prepping the tech darling for its own eventual IPO. But in fact, Khan’s marching orders from CEO Evan Spiegel at the outset were more fluid than one might imagine. “I was, like, the 171st employee. And in a small company, you don’t have a defined role—you just jump in and start doing things,” recalls the executive. You just jump in and start doing things. Those eight words could serve as a pithy user manual for newcomers to Snapchat and its array of unusual features that have confounded more than…

THE SCREW Screw heads are ornamental, except for the two that do the actual fastening. Those frequently go missing, and replacements run about $60. THE METAL This is the 18K yellow gold bracelet, which goes for $6,300. Cartier also offers white and pink gold, and the option to add diamonds and gemstones. THE PROOF Early bracelets came with serial numbers, but a proliferation of fake ones has since led Cartier to engrave each with its logo, 18K and 750 stamps, plus a serial number. THE TOOL Each Love bracelet comes in a box with a screwdriver for fastening the bangle. It helps to have a partner do this, which is sort of the whole point. Hospital emergency rooms have to keep all sorts of equipment on hand, from defibrillators to…

Publicis Seattle is a world-class agency with enough big-name clients and award-winning work to make the home office back East more than proud. But doing great work for clients endemic to the Pacific Northwest like the Muckleshoot Indian tribe, Eddie Bauer and the Seattle Symphony means this Publicis outpost reflects the values of the region. With a well-maintained roof garden, living logo and murals paying homage to Seattle, the office is a welcoming and familiar environment. Above all, though, the aim was to be inviting and warm from the moment the doors open. “There’s nothing more boring than a standard entryway,” said brand and business development senior manager Nelson Fortier. “The idea of the foyer was to create a mosaic of sorts that could tie into the shapes and colors…

Oracle Data Cloud has rich expertise and a wide range of solutions for key industry verticals: Retail, CPG, Automotive, Telecom, Technology and Business-to-Business. The solution is currently being used by 26 of the top CPG brands, 13 of the top retail brands and eight of the top auto manufacturers, as well as a number of top U.S. banks, tech providers, travel brands and wireless telcos. Prominent clients using Oracle Data Cloud include Intel, Dr Pepper, Heineken, Dell, Pepsico, Lenovo, Kraft, Silver Star Brands and Ford.…

Snapchat has a brand-new look. The red-hot messaging app revamped its feed last week with a new design that mashes up Discover and Live Stories—the strings of photos and videos that users collect at events—with subscribe buttons, creative headlines and new placements geared at helping publishers amass big audiences. The goal of the redesign is to get people to view more content from Snapchat’s 20 publisher partners (including CNN, Hearst, IGN and Vox Media) alongside user-generated content from their friends.…

The telecom giant has put its U.S. creative and media account into review with the plan to create a “single integrated media and creative operating model,” according to an AT&T rep. Only WPP and Omnicom have been asked to participate in the review. Currently, Omnicom’s BBDO and WPP’s Grey handle creative work for the brand, while the WPP shop MEC handles the bulk of media buying. AT&T plans to complete the review and award the business later this summer. —Katie Richards…

When I used to buy agencies, I discovered something that the consultants already knew. All agencies say the same thing. You can pretty much predict the exact words—media-neutral, idea-driven, brand activation, storytelling, stuff like that. (Actually, it’s kind of amazing that, with all the people talking about storytelling, there are so few good stories.) Anyway, what I figured out is that listening to an agency talk about its philosophy and proprietary process and whatever is pretty much a waste of time. All you really need to do is look at the work. And, at its best, that’s what Cannes is about. This is where the tide goes out and you get to see who’s naked—who’s talking about invention and who’s actually inventing. But finding out which big agencies are doing…

You famously said that “90 percent of data is crap.” Do you still believe that? Most third-party data is packaged, repackaged and scaled—and by the time you get something to use it’s next to worthless in terms of accuracy. But first-party data is different because we collect it ourselves; it’s validated and it’s real. Third-party data is still necessary for scale, but you have to look at it with a grain of salt. As an industry, we have gotten ahead of ourselves in talking about the miraculous things data can do. The future is bright, but we are not there yet. There are a bajillion different parties selling third-party data. You feel super confident but, when you dig into it, maybe 40 percent is accurate and 60 percent is off-base.…

‘We’ve done a lot of research to understand what consumers want and need. That is at the core of our marketing.’ Even Samsung’s top marketing executives like Younghee Lee admit it wasn’t long ago that consumers thought of the company as “boring and monotonous,” a geeked-out marketer working with a little-known ad agency affiliate in an electronics world transformed by sexy brands like Apple. Fast-forward to June 25, almost two decades after she joined the Korean electronics giant, and it will be Lee—a stylish, former L’Oréal and Lancôme exec who now runs Samsung’s mobile business—not its engineers to accept Samsung’s honors as the Cannes Lions’ Creative Marketer of the Year. With good reason, too. Last year, Samsung took home 27 Lions, contributing to an overall historical total of 74 awards…

Bel & Bel Scooter Chair starting at $1,670 Sitting at a desk all day: pretty boring. Riding a Vespa around the office: totally awesome. When the latter is out of the question, you can always compromise with a scooter-inspired swivel chair from Barcelona design firm Bel & Bel. Made from authentic vintage Vespa parts, each one-of-a-kind chair is fully customizable, from paint finish to leather upholstery color to functional pilot lights. Its ergonomic design, featuring a height-adjustable hydraulic piston base, reclining back and soft-tread wheels, ensure that the Scooter Chair is as comfortable as it is stylish. Buy it: belybel.com Plugged-In Brunton Power Knife $25 For the dad who’s more into gadgets than power tools, wrap up Brunton’s tech-savvy take on the classic multitool. Instead of blades or screwdrivers, it…

Specs Age 44 Claim to fame Comedian; star of Another Period on Comedy Central (Season 2 premieres June 15) and TV Land’s The Jim Gaffigan Show (returns June 19 at 10 p.m.) Base Connecticut Twitter @michaelianblack What’s the first information you consume in the morning? The New York Times print edition. I have it delivered every day. It’s my favorite thing in the world. If I go cover to cover with the front section of the newspaper, I read a lot more than I would if I just read it online. You were one of the first comedians to become really popular on Twitter when you joined back in 2009. Why did you get on there? I was reluctant to, actually, but I had a friend who told me that…

Late last year, Factual raised $35 million in Series B funding, bringing its total funding to $62 million. It will use the funds to scale and enhance its core data engineering capabilities, its sales and marketing efforts and to fuel international expansion. Investors participating in this round include: Altpoint Ventures, Andreessen Horowitz, Data Collective, Haystack Partners, Heritage Group, Index Ventures, Miramar Ventures, Tamarisk Global and Upfront Ventures, as well as individual investors Saif Mansour, Michael Ovitz and Tom Unterman.…

YuMe continues to innovate and expand its global audience reach and impact. It launched its full-stack programmatic video marketplace, and has added an Outstream solution so publishers can monetize non-video content. YuMe has also paved the way in thought leadership for the industry, conducting global research studies that further the understanding of key issues in the business including: driving multi-screen effectiveness, ad lengths and engagement. YuMe’s product suite was created with multi-screen audience reach in mind from the get-go, so its programmatic offering and product evolution is truly an extension of that philosophy.…

As brand storytelling continues to become a central part of marketing budgets, Adweek, in partnership with FTP Media and its Brand Storytelling conference held at the Sundance Film Festival, will launch the Adweek Arc Awards to celebrate the best in digital brand storytelling. The new awards program will follow the second annual Brand Storytelling conference, a two-day thought leadership event Jan. 19-20 focused on the burgeoning category of brands using data insights to tell stories beyond the traditional interruptive advertising model. The Adweek Arc Awards, celebrating best-in-class work across 30-plus categories, will take place Saturday evening, Jan. 21 at the Silver Lake Lodge in Park City, Utah. Adweek will begin accepting entries online starting in mid-July…

A FIGHTING CHANCE A documentary by Morgan Neville (who won an Oscar for Twenty Feet From Stardom) focuses on Samsung’s philosophy of “defying complacency.” UNPACKED Samsung surprised audiences at its annual new-product showcase with an appearance by Mark Zuckerberg and 5,000 Gear VR headsets. UNPACKING SAMSUNG Set to the driving tune “Figure It Out” by Royal Blood, this showcase of Samsung innovations over the years celebrates the joy of “unboxing.” ‘HAPPY NEW GEAR’ This holiday-themed out-of-home media campaign aimed to send the biggest holiday card using a Samsung Gear 2. ‘LOOK AT ME’ Samsung developed an interactive camera app designed to help autistic kids improve their social skills and make better eye contact. SAFETY TRUCK Winner also of Adweek’s Isaac Awards Gravity prize, this effort helped Argentinian drivers pass trucks…

AT&T Mobility recently ran an addressable campaign that targeted DIRECTV homes that were not AT&T mobile subscribers. By utilizing the power of Addressable TV with the cross-screen extension, the campaign was able to reach DIRECTV homes that were customers of competing carriers and convert them to switch mobile services to AT&T. Those exposed to the addressable TV ad saw an 18.9 percent lift vs. the control group. There was an additional lift in sales to 26.8 percent when a consumer received an addressable ad on both their TV and mobile screens vs. the control group.…

An example of Pinsight’s Fluid Audiences methodology can be seen in its utilization of persistent location data. Identifying consumers who travel 200+ miles outside their home market with an overnight stay in another city is the foundation for a traveler persona. Specific data points include car vs. air travel based on the calculated speed, as well as day of the week, seasonality and frequency of their trips. Location data is then combined with app usage, installs and uninstalls and browsing data to establish behavioral correlations. Lastly, Pinsight uses verified demographic information to better identify and segment travelers. For example, there is a much lower chance that a 19-year-old is a business traveler compared to a 35-year-old.…