McCann New York's new campaign for Nespresso stars George Clooney popping up inside iconic movies, appearing next to the Muppets in their big-screen debut, alongside John Candy in "Planes, Trains & Automobiles" and with Burt Reynolds in "Smokey and the Bandit." The campaign is running across TV, social and digital in the US and Canada.
Spending on mobile advertising accounted for 51% of the total $72.5 billion allocated to US digital advertising last year, the first time mobile has passed the halfway mark, per the IAB Internet Advertising Revenue Report. Mobile ad investment spiked 77% to hit $36.6 billion in 2016, compared to $20.7 billion in 2015.
Procter & Gamble plans to save $2 billion in marketing investment over the next five years, half of which will "come from media rates and eliminating media supply chain waste," said Jon Moeller, chief financial officer. He explained that the brand's advertising would need to hit new standards of "irresistible superiority," citing Always' "Like a Girl" and SK2's "Change Destiny" as campaigns to be emulated.
Turner Chairman and CEO John Martin announced that the network is making ads more targeted and cutting the number aired during original shows, explaining that TV advertising has to undergo radical changes to retain viewers. "Ad-supported television is not going to be able to sustain if you continue to interrupt the television shows with very quick spots and dots commercials," he warned.
HP's new campaign spotlights recruitment bias, showing black candidates at interviews being dismissed with the words, "We'll be in touch," with copy on the screen explaining that "When qualified for a job, African-Americans are 3x more likely to experience a denial." The 60-second spot is running on digital, including paid social, and future ads will highlight bias against LGBT communities and women.
BBDO New York's new spot for American Family Insurance features street musician Alex Guthrie being surprised by Jennifer Hudson suddenly joining him for a duet of Bill Withers' 1977 smash "Lovely Day." The ad is part of the brand's "Insure Carefully, Dream Fearlessly" campaign.
Creative chiefs share their advice for advertising newcomers, including being well-versed in non-advertising topics and holding an almost childlike view in order to create good ideas. "The most successful creatives are the ones who approach the world, and approach every task, with that sort of naivete and innocence and the feeling that you really can do anything," BBDO New York's Matt MacDonald says.
Fage Yogurt has launched an agency review after an almost seven-year relationship with MullenLowe, which has managed social, digital, creative, public relations, branding, and media buying and planning for the company. Fage invested $60 million in measured media in 2016, up from $38 million the previous year, per Kantar Media.
McCann New York took home the International Andy Awards' top prize, the Grandy Award, for its "Field Trip to Mars" spot for Lockheed Martin. McCann Worldgroup was the most feted agency at the event, winning 23 awards and named agency network of the year, while McCann New York won agency of the year.
Intel Chief Marketing Officer Steve Fund had to update the company's image when he signed on three years ago, with an emphasis on making the company a technology leader rather than a simple chipmaker. "In advertising, there are two things that matter: the ability to break through and the ability to drive persuasion," Fund said in this Q&A.
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