Startups and traditional brands are still investing in direct response TV ads because they are a cost-effective way to reach mass audiences and provide better targeting and measurement than traditional TV spots, writes Bill Cogar. "With creative messaging, frequency and the right channels, DRTV campaigns have the potential to reach and engage potential and existing customers in a relevant, customized manner," he writes.
American Express' new push from Digitas stars Tina Fey humorously explaining why the brand's Pay It Plan It credit card feature is the sensible choice for large purchases. The campaign is aimed at debt-averse millennials and is running across digital, social, over-the-top, mobile and traditional TV including Comedy Central, ESPN, CBS, Food Network and NBC.
Google's new humorous spot from Arts & Letters for its Chromebook shows White Walkers from "Game of Thrones" making a Slides presentation to organize their army. "If You Want to Conquer Westeros" is set to "Cold as Ice" by Foreigner and shows the Night King logging in to his account and selecting "Iceberg" as a font.
ESPN Creativeworks and AT&T/DIRECTV, with Big Block, have partnered on a series of 30-second spots that will air during each "College Gameday" show this season. The ads show college football fans demonstrating quirky ways of celebrating their teams.
Turner has unveiled an internal creative unit to help advertisers create original content across its networks including truTV, Adult Swim, TNT and TBS. Turner Ignite Studios will focus on creating "social-first" and "client-first" branded content spanning drama, animation, comedy and live action.
Alison Weissbrot reviews how three of the biggest ad holding companies have sold off assets in the third quarter, including Omnicom's disposal of 19 companies that has led to a 7,000 headcount reduction. WPP has sold 15 companies, including AppNexus and Globant, to save $867 million, while Publicis is shedding its health care division.
The Association of National Advertisers' latest report that notes that 75% of brands have some type of in-house agency unit is grabbing headlines, but doesn't relay the full story -- which is that brands still need external agency expertise to deliver creative that yields results, writes 4A's President and CEO Marla Kaplowitz. "What happens when brands don't have a connection to external perspective and provocation? You get creative work like Pepsi's tone-deaf Kendall Jenner ad," she writes.
The second ad in "The Truth About Opioids" public awareness campaign tells the story of a 26-year-old woman named Rebekkah who is receiving treatment for opioid use disorder. The campaign by the Office of National Drug Control Policy, the Ad Council and Truth Initiative targets adults ages 18 to 24 and notes that 80% of heroin users started with prescription drugs.
Crunch Fitness is switching agencies to StrawberryFrog just eight months after its appointment of Scoppechio as agency of record. The brand invested $1.16 million in advertising last year and spent $666,000 during the first half of 2018, per Kantar Media.
Capri Sun and nonprofit No Bully have united on a campaign from Huge that centers on a "Together Table," which highlights the exclusion and bullying that can occur during school lunchtimes when students don't have a safe, welcoming table to join. A spot is running across YouTube and social and consumers are encouraged to use the hashtag #SitTogether to show their commitment to putting a stop to bullying.
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