AdweekJune 11, 2018的目錄

The world lost two creative giants last week when Kate Spade and Anthony Bourdain took their own lives. Bourdain, the award-winning chef, author and TV host, was found dead in his hotel room in Strasbourg, France Friday morning. Bourdain, 61, was filming an episode for the 11th season of his hit CNN show Anthony Bourdain Parts Unknown. “His talents never ceased to amaze us and we will miss him very much,” CNN said in a statement. Bourdain’s suicide came just three days after the death of Kate Spade. Spade, 55, a magazine editor turned visionary fashion designer took her life in her Manhattan home Tuesday morning. If you are in need of help, or know someone who is, the National Suicide Prevention Lifeline can help. 1-800-273-TALK (8255)…

Adweek in June will celebrate and spotlight leading global innovators in the brand marketing ecosystem. For the first time, Adweek will extend its Brand Stars franchise north to Toronto and will be rolling out our first-ever Elevate: Creativity summit. And once again, we’ll have a big presence at the 2018 Cannes Lions International Festival of Creativity. See you there! —Lisa Granatstein, Editor, VP, Content and Events JUNE 12 Toronto Brand Stars Adweek will honor the city’s leading influencers who are helping to shape and extend Toronto’s global presence in the media, marketing and technology space. Also, hear from top executives at Rogers Communications, Deloitte Canada, LoyaltyOne and Match Marketing Group how Big Data is upending the customer experience. For more info, please contact Tyler.Kamen@adweek. JUNE 14 Elevate Creativity Join Adweek…

Laura Correnti, evp and managing director, media at Giant Spoon, is responsible for creating the vision and setting the guardrails for how the agency approaches the marketplace—from data strategy to positioning to how they think about content and creativity in relationship to media partnerships. She also has a killer podcast about the industry, Adlandia. Adweek spoke to Correnti about the role data plays in creativity at the planning and programming levels of media. Walk me through conversations you have with clients about data and creativity. Our obsession with data as an industry in some parts has dismantled creativity when it comes to media. We went so far transactional, and I talk about the idea that becoming so efficiency focused has forced us to forget how to critically solve business problems.…

Peter Kang brings more than 20 years of brand marketing, content and digital marketing experience to Accenture Interactive as managing director and brand creative lead, where he’s charged with growing and leading the brand marketing and creative practice in North America. With a diverse career as a business founder, manager and award-winning creative leader, Kang brings unique perspective about the industry at large and, perhaps more importantly, an appreciation for the beautiful world around us. Base Los Angeles Twitter @AccentureACTIVE…

‘A big, big part of the creative process is who you’re being creative with.’ She might be the most generous director of her generation. Ava DuVernay is impossibly busy. Currently, she’s shooting, writing and editing her television series, Queen Sugar, which just had its Season 3 premiere late last month on OWN. Plus, she’s in preproduction for her Netflix mini-series, Central Park Five. And, oh yeah, she’s got another documentary in the works (though she’s not ready to talk about that one yet). Plus, she’s got a few other TV shows cooking—a pilot, Red Line, at CBS, and a comedy reportedly based on Colin Kaepernick’s high school years. There’s also an HBO movie, Battle of Versailles. And then, of course, she’ll helm DC Comics’ New Gods. Did we mention she’s…

Janne Brenda Lysø and Stian Johansen CO-FOUNDERS AND CREATIVE DIRECTORS, POL (NORWAY) For many years, Norway has been a country whose international advertising reputation rested largely on one agency: TRY. But five years ago, a new player emerged onto the scene, practically erupting like Athena from the skull of her father. POL was founded by six TRY employees, including creative directors Janne Brenda Lysø and Stian Johansen, and the young agency quickly carved out a reputation as a global creative leader with work like Audi’s “Enter Sandbox,” a VR experience that turned a children’s sandbox into an off-road driving simulator. POL and production partner MediaMonks took home five Cannes Lions, including a gold, for that project in 2017. Most recently, they’ve been proud of their campaign for Norwegian Railway, for…

Alex Shulhafer and Piper Hickman Group Creative Directors, 360i Gus Johnston Associate Creative Director, Venables Bell & Partners Bryan Espiritu Creative Catalyst, Anomaly Caroline Cappelli and Ryan Tovani Associate Creative Directors, Goodby Silverstein & Partners Blake Winfree Vp and Creative Director, MullenLowe Nat Resende Creative Director, 22squared Sinan Dagli Creative Director, BSSP Christine Gratton Creative Director, Big Spaceship Max Stinson Creative Director, Wieden + Kennedy Portland Kevin Weir and Chris Colliton Creative Directors, Droga5 Jeph Burton and Hunter Hampton Senior Creatives, Johannes Leonardo Gabriel Ferrer and Gabriel Reyes Creative Directors, Alma Kate Lummus Creative Director, Y&R New York Carlos Murad Creative Director, Leo Burnett Chicago…

Karen X. Cheng FOUNDER, BUTTERBAR The force behind San Francisco-based viral video agency Butterbar, Cheng has a habit of creating fun and irresistible clips optimized for social media—like this year’s ad featuring a tiny rundown kitchen being beautifully remodeled, to promote home renovation loans from financial startup SoFi. Previously a program manager for Microsoft, a Silicon Valley designer and a startup founder, Cheng stumbled onto her current career path in 2014 when a marketing exec at Beats by Dre contacted her about a “donut selfie” video she had created for fun—and ultimately hired her to help turn the clever roundabout camera technique she invented into a sizzling ad for the headphone brand, in which she also starred alongside celebrities like Nicki Minaj. After landing that gig, Cheng incorporated her agency—rebranded…

One classic agency showed its new face to the world last week following nearly two years’ worth of restructuring moves, staffing changes and new financial reporting standards—not to mention the usual ins, outs, ups and downs of the ad world. Seventy years to the day after copywriter David Ogilvy decided to launch his own operation in New York, the company that bears his name announced its “refounding” as a creative network that “Makes brands matter,” according to a new tagline. Along with this positioning comes a new logo, color scheme, website, organizational design, consultancy practice, digital platform and employee video. A film tracing the history of the agency from its founding to the present day preceded an announcement beamed to all of the network’s 15,000-plus employees around the world.…

Futurist Faith Popcorn, founder and CEO of marketing trend shop BrainReserve, is kicking off the Cannes Lions Festival of Creativity later this month with a declaration: Masculinity as we know it is changing. How exactly that change will come about, what masculinity will look like, what it means for gender and what marketers need to know to keep up is what Popcorn will dig into during a panel on June 18 in the Palais. Ever the provocateur, Popcorn is touting her panel with a new zine, The Future of Masculinity, with a can’tmiss cover: Male genitalia have been dressed up as lipsticks, flowers, ice cream cones and more. The zinewhich features essays and poetry from writers and researchers—has a note that reads: “Too often, masculinity is defined by genitalia and…

It has been a disheartening few months for anyone paying attention to, and concerned about, consumer privacy. Stories continue to roll out of Facebook about the dubious handling of user data, and GDPR now serves as a constant reminder that all is not well in the digital and data economy that shapes so much of our daily lives. But as we publish our eighth Digital Transformation Playbook in partnership with Accenture Interactive—focused on the balance between data and creativity—there’s actually a lot to feel hopeful about. The customer journey, empowered by personal technology, omnichannel choice and increasing customer-centric awareness on the part of brand marketers, hinges on a value exchange. We’re willing to give information about ourselves if we get something in return. To date, that trade-off has favored the…

‘WHEN WE’RE DOING OUR BEST WORK IT’S BECAUSE WE’RE PULLING TOGETHER MULTIPLE TYPES OF DATA, WHICH GIVES YOU A MUCH RICHER PICTURE OF THE CONSUMER.’ABBEY KLAASSEN, PRESIDENT, 360i Last winter, as the East Coast was being hammered by a series of blizzards, spirits vendor Pernod Ricard and its delivery service partner Minibar observed an intriguing data point. The lower the thermometer drops, they noted, the more liquor home deliveries rise. So why not capitalize on all those snow-bound tipplers with a targeted ad campaign? “We knew that bad weather drives booze purchases,” says Abbey Klaassen, president of New York-based 360i, Pernod’s media agency of record. “We thought, how can we take advantage of this to make sure our products are top of mind?” Pernod used location, weather and customer data…

121 HEALTH COMPANIES USING AI OR MACHINE LEARNING RAISED $2.7 BILLION FROM 2011 THROUGH 2017, ACCORDING TO THE VENTURE FUND ROCK HEALTH. IN A NEW STUDY PUBLISHED BY THE ANNALS OF ONCOLOGY, 95% OF MELANOMAS WERE ACCURATELY IDENTIFIED BY AI, COMPARED TO 86.6 PERCENT BY PHYSICIANS. ACCORDING TO THE NATIONAL HEALTH SERVICE, 22k CANCER DEATHS COULD BE PREVENTED WITH AI BY 2033. BY 2021, AI COULD HELP SAVE THE HEALTH CARE SECTOR $52b THROUGH PREDICTIVE ANALYTICS, ACCORDING TO ABI RESEARCH.…

Helen Pak President of Grey Toronto and CCO of Grey Group Canada Joaquin Cubria and Ignacio Ferioli VPs and CCOs, David Buenos Aires Yang Yeo and Kentaro Kimura APAC Creative Kaijus, Hakuhodo Japan Francisco “Pancho” Cassis Executive Creative Director, LOLA MullenLowe Madrid Dörte Spengler-Ahrens Chief Creative Officer, Jung von Matt/Saga (Germany) Bolaji Alausa Executive Creative Director, Noah’s Ark (Nigeria) Darren Spiller Chief Creative Officer, Host/ Havas (Australia)…

Laurence Philomène PHOTOGRAPHER AND DIRECTOR Since the age of 14, Laurence Philomène has been taking photos, beginning with images of dolls, later evolving into photos of friends, who remain largely the subject of personal and commercial pieces. Many of the Montreal native’s photos deal with identity, queerness and color theory, which is particularly evident in their ongoing series: Non-Binary Portraits. “The idea behind it is to showcase a different side of the trans community than what was being shown in the mainstream media,” says Philomène, who identifies as non-binary and has photographed friends and others in the community who also identify as non-binary. The series challenges perceptions of beauty and gender. “A main goal of mine is to make people feel calm and loved and included as much as possible,”…

Apple has been shopping around a new mobile advertising platform to app companies such as Pinterest and Snap, according to The Wall Street Journal. The move would up the competition between Apple and advertising giants like Facebook and Google at the same time that Apple is using Safari to wage war on them by restricting the ad trackers on which they rely. Its last attempt to sell and distribute ads across apps, iAd, failed in 2016. When it launched in 2010, it was estimated then to account for one-half of the infant mobile ad market at the time. But by its shutdown, lower-cost competitors had forced it down to an estimated 5 percent.…

Make products for the third aisle—one that’s neither for men nor women, but for either and all the shades between. Use they/them/theirs instead of he/him/his and she/her/hers. It’s your job to lead, not follow the evolution of masculinity. Advertising, social channels and marketing will have a massive impact. Futurize your language and imagery presenting men in a new light (complex, nuanced, thoughtful, loving)—not as tough-guy stereotypes or doofus dads. Think of and celebrate men as caregivers and as doing work at home. Show them respectfully in these roles. Operate on the assumption that they want to be good partners and parents—not that they are seeking to shirk these obligations. Go into the culture to gain insight and foster discussion. For example, Axe aligned its recent work with [gender equality group]…

With all the stereotypes surrounding millennials, marketers may find it tempting to fall into easy traps. But millennials will not be put into a box, and pandering to them will hurt your brand’s image, according to new research from Fuse Media, whose audience is comprised of multicultural millennials. The majority of millennials (77 percent) are turned off by advertising that portrays their generation using clichés, while 78 percent don’t like it when ads try too hard to speak to people their age. Rather, millennials value authenticity: 89 percent prefer ads that are simple and straightforward, while 90 percent like it when a brand’s messages match its actions. “These findings reinforce that this audience appreciates thoughtful brand communications that tell a compelling story, take a stand or provide a thought-provoking perspective,”…

Designers are increasingly being offered seats in the boardroom, helping brands tell compelling stories and reshaping their business models. Meanwhile, more and more companies are applying formal design processes to nondesign initiatives and practices, including marketing, and CMOs are seeking out creative professionals for collaboration. Martha Cotton, group design director at Accenture Interactive’s Fjord Design, said being a “design-led marketer” means “prioritizing a holistic customer experience over siloed strategies, understanding customers in context and promoting empathy for their needs.” According to new data from Accenture Research on design thinking and workplace creativity, companies that practice design thinking are seeing successes both internally and externally. The majority of companies that practice design thinking said it improved innovation, customer experience and the work environment. Half of such companies reported having more loyal…

THE GIFERATOR To promote EA Sport’s Madden Football 15, Heat created the GIFerator, which generated animated ads in response to live football games and let fans create their own. More than 500,000 GIFs were ultimately spawned. POLITICO’S BREXIT STRATEGY Two years ago Digitas teamed with Urban Airship Reach to create an EU Referendum tracker that lived inside Apple Wallet. The tracker pulled real-time polling data to update users on the Brexit campaign, linking to relevant stories on Politico. Within a week more than 10,000 people installed Politico’s wallet pass, 75 percent of them new readers. HUNGERITHM Snickers’ campaign, cooked up by Clemenger BBDO in Melbourne, analyzed the mood of Twitter posts and adjusted the cost of the candy bar at 7-11 stores up to 140 times a day; as moods…

True creatives do more than create great work. They define eras, advance new trends, dynamite the logjams holding back their industries and inspire a new generation along the way. Each year, Adweek identifies today’s advance guard of innovative professionals in the Creative 100, honoring those who are energizing fields like advertising, art, literature and cinematography. Prepare to meet the icons, rising influencers and multitalented craftspeople behind some of today’s most inventive work.…

Danilo Boer and Marcos Kotlhar Executive Creative Directors, BBDO New York Michelle Nguyen Co-founder and Chief Creative Officer, Scout Lab Derek Fridman and Jason Musante Chief Design Officer and Chief Creative Officer, Huge Lisa Topol and Derek Barnes Co-CCOs, DDB New York Franklin Tipton Partner and Chief Creative Officer, Odysseus Arms Petter Westlund Chief Creative Officer, B-Reel Paul Bichler and Daniel Lobatón Executive Creative Director and Creative Director, Saatchi & Saatchi New York Daniel Pérez Pallares Executive Creative Director, The Community David Horowitz Executive Creative Director, Mekanism Alyson Warshaw Chief Creative Officer, Laundry Service Eddie Opara Partner, Pentagram Jim Wood and Carren O’Keefe Founders and Co-Chief Creative Officers, AnalogFolk Gavin Lester Partner and Chief Creative Officer, Zambezi Ben Casey CEO, Spinifex…

Cardi B RAPPER “You know what makes a good outfit? A good, poppin’ ass shoe,” says Cardi B, the multitalent hyphenate in her campaign for Steve Madden. The rapper, who released her first full album, the chart-topping Invasion of Privacy, in April, starred in several 15-second vignettes for the fashion brand back in December. In those spots she offers fans “daily tips” on shoe styling in a way that only Cardi B can (in one, she wears a pair of bedazzled boots and proclaims: “Why her shoes so shiny, she thinks she’s in da club”). No matter what the rapper is doing—from starring in brand campaigns for Madden, to sharing very candid updates with her 24 million-plus Instagram followers, or announcing her pregnancy during a Saturday Night Live performance—Cardi stays…

Brit Morin FOUNDER AND CHIEF EXECUTIVE OFFICER, BRIT + CO When Brit Morin grew up in the 1980s and ’90s with two working parents, she was often left home alone. It was before the internet became as ubiquitous as air, and Morin usually found herself planted in front of the TV. When she wasn’t watching sitcoms, however, she made things like custom clothes and jewelry—and a beach bag from Capri Sun cases. But as the internet started to become a bigger part of daily life, Morin learned to code. Setting her sights on Silicon Valley, she landed at iTunes, Google and YouTube. It was while trying to work with TV networks to get long-form video content for YouTube that she realized traditional media companies seemed outdated compared to millennials who…

THE COLOR Bibendum’s tire body is historically correct: the first tires were white. Later, when carbon black was added to strengthen them, they became black. THE DISPOSITION Bibendum used to wear a pince-nez, smoke a cigar and, well, look a little scary. The company has since made him friendlier. Early in the morning of June 6, 1944, in the darkest days of WWII, 156,000 troops prepared to storm the beaches of Normandy. To improve the odds, Uncle Sam had equipped the men well. Among other things, each carried an M-1 Garand rifle, a first-aid pouch, a watch and K-rations. And while casualties would be heavy that day, the Army also tucked a specific item into the men’s haversacks that would come in handy to those who made it off the…

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