Super Bowl sponsor PepsiCo has launched an outdoor campaign in Atlanta in advance of the big game that playfully shows it taking over Coca-Cola's home turf. Out-of-home ads will be displayed on recycling bins, in stores, on billboards and in the stadium, and the brand has "some fun moments planned on the ground," says Todd Kaplan, vice president of marketing.
Energy BBDO has created Avocados From Mexico's fifth Super Bowl spot and released a teaser featuring TV and Broadway star Kristin Chenoweth trying to teach a group of dogs to sing. The push links to the brand's partnership with Adopt-a-Pet and includes a digital tool, "MatchDogCom," driven by IBM Watson artificial intelligence that helps people looking to adopt dogs find their perfect match based on their personality and location.
The New York Times' internal brand unit and Gretel have unveiled a campaign for the publisher's food content subscription service, NYT Cooking. The monthlong push includes 15- and 30-second spots appearing across cable, display, Twitter, Instagram and Facebook with the tagline "What To Cook?"
A Hotwire study found that 81% of US parents of Generation Alpha -- those born from 2010 onward -- say their children are influencers when it comes to tech purchases, such as smartphones, tablets and TVs. Brands are beginning to appeal to Gen Alpha, including Fitbit's Ace activity-tracking device for kids, and are realizing that child influencers on Instagram and YouTube are among the best ways to reach them.
BBDO New York has released a 15-second teaser for its M&M's Super Bowl ad, which reveals that there's something inside Christina Applegate's SUV playing games and locking her out of her car. The 30-second spot will air during the first ad break following the big game's kickoff.
Highfield's Matthew Gardner writes about the lessons he's learned from co-founding an agency, including the realization that every person he came into contact would be instrumental when setting up shop. "Your agency started the day you entered the business whether you know it or not," he writes.
Dove Chocolate has launched two Valentine's Day campaigns from BBDO New York, the first of which features spots that show "bold" women taking control of the day and buying their own chocolate instead of waiting for men to call the shots. The second push includes digital ads that state, "Every time a woman buys her own chocolate on Valentine's Day, she sets a teddy bear free to follow its heart."
Worldwide new business revenue for agencies increased 7.5% last year to hit $3.1 billion, R3 reports. New business for media agencies rose 18.4% to reach $1.1 billion, driven by US performance which experienced a 49.2% spike.
Smaller independent marketing agencies could see high demand this year as clients want smaller, more nimble companies for projects, Alex Sibille writes. "It's no secret that global clients, the mainstay of networked agencies, have always harboured a roster of small, specialist agencies for ad hoc projects," Sibille writes.
The simplified Dunkin' brand name is part of a growth strategy to position the chain, with its more than 11,000 restaurants worldwide, as the premier beverage-led, on-the-go brand. CMO Tony Weisman discusses the rebrand set to keep Dunkin' running well into the future.
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