The Association of National Advertisers' recent in-housing report is a clear signal that brands still need the hunger, independent thought, creativity and challenge that comes from collaborating with agencies to drive business growth, 4A's President and CEO Marla Kaplowitz writes. "Brands and agencies draw energy from strong mutual partnerships. And they succeed together," she writes.
S4 Capital's Martin Sorrell discusses how consultancies became competitors with zero-based budgeting programs, the in-housing trend, why agility is critical and how bureaucracy is holding back the biggest agencies. "We're seeing a number of the holding companies making sort of centralized decisions which ignore the realities of the business at a local level," he says.
R/GA's new campaign for Ally Financial aims to destigmatize conversations about personal finances with an Instagram game called "Confessiongrams" that takes the form of truth or dare. Users are given a virtual card that asks them either to answer a question about their finances or accept a dare challenge, which they then have to share via video on the platform.
Fila has launched a limited-edition Fila Explore collection that reflects adventure and the great outdoors, which is being promoted with a multichannel campaign that includes print in GQ and Vogue and a three-week interactive pop-up in New York City, plus a shorter-term pop-up in Los Angeles. The push also spans Twitter, Facebook and Instagram and out-of-home "wildposting" in 34 spots across Brooklyn and Manhattan.
Some 72% of consumers consider just two to four brands when making a purchase and 80% report being either very loyal or somewhat loyal to brands they buy, per an infographic from Wavemaker and BuzzFeed. The top element that spurs brand loyalty is a product being worth its price (30%), followed by superior quality (24%) and a brand delivering on its promises (22%).
Gatorade's "Highlights" mobile app enables teen athletes to share and celebrate their achievements with professional quality video and "motion stickers" that move with their content. The brand is expanding its marketing for the app, designed to help drive viral user-generated content, with influencers, paid media and by partnering with teen athlete video network Overtime.
- Scotts Miracle-Gro uses predictive modeling to drive sales
- Land O'Lakes built a data lake without drowning
- MillerCoors build a complex marketing optimization and planning process
- GM uses data and insights to improve its core business
- The Home Depot delivers results through unified measurement
- AIG combines data science and predictive analytics to spur growth
- Coca-Cola finds consumers online in a digital non-native category
Huge Toronto created the Scott Split Plus bike helmet for Scott Sports, which is designed to improve aerodynamics, features the first-ever spring-loaded holder for sunglasses and will soon be accompanied by a device to track riders and enable them to optimize their performance by telling them how to adjust their bodies. The helmet was worn by cyclist Simon Yates during the Tour de France and will be available to consumers from September.
The Drum has revealed the first 10 inductees of its global 50 Under 30 platform, which celebrates female high achievers in creative and digital. The 10 women share their thoughts on advertising and more, including Essence's Doreen Chia who says she finds "inspiration simply through conversing with people from all walks of life, learning and drawing upon their experience in various fields."
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