McCann created a "Welcome Professional 2.0" campaign for LinkedIn that continues its focus on how its users are redefining "professional." A 30-second "Conversations" spot debuted on TV during the NFL playoffs, and the push features LinkedIn users telling their stories via audio and video creative running across various channels and encourages others to update their profiles to show how they define "professional."
Walter Geer, executive creative director at VMLY&R, talks about his independent Instagram Live discussions with prominent people in the advertising industry about diversity, equity and inclusion. "Companies over these past two years have made so many promises, but nothing was coming to fruition," says Geer, who also noted "that change, in many cases cannot be overnight."
Agencies that focus on truly looking after employees and facilitating creative fun are the ones that are thriving during the talent crisis, columnist M.T. Fletcher writes. "[T]he Great Resignation across the marketing industry isn't about people quitting, it's about people searching -- a mass migration to find the promised land of creativity from whence we came," Fletcher writes.
Kohl's is reviewing its media account, which has been handled by Publicis Groupe's Zenith since 2013. The brand invested $241 million in media between July 2020 and July 2021, according to COMvergence.
During 2022, out of home marketers will embrace more compelling content and they're likely to use it across various ads, writes Fabian Trevor Cowan, Sapio Parthiv Heritech CEO and former head of Posterscope India. Cowan outlines four additional changes OOH marketers can expect, including location becoming prioritized and "creating contextual relevance" among consumers via OOH advertising.
HBO Max, along with Intersection, launched a takeover of Los Angeles Metro's Culver City Station to coincide with the opening of the media firm's new corporate office located at the nearby Ivy Station complex. The activation included large format media and column wraps touting shows such as "Succession."
San Diego International airport launched a trial last year as part of its Innovation Lab featuring free traveler carts available past security gates with digital ads that were reportedly used by 87% of individuals to locate their gate and yielded a 29% conversion rate. "To the best of our knowledge this is an industry-first, and we are excited about the potential in other airports," said Thomas Kaneko Henningsen of Blueprint, a business development consultant.
Brands are increasingly focusing on programmatic audio out of home advertising as a means to directly engage with shoppers in-store when they're making purchase decisions, writes Michele Oger, Vibenomics retail media director. Retail audio OOH also is more flexible than location-based efforts within stores and can be used to circumvent supply chain issues by "strategically highlighting in-stock items."
"Community" stars Joel McHale and Ken Jeong have reunited for a 30-second Super Bowl spot for Planters from VaynerMedia that will run in 30 major markets just before halftime. The "All or One" spot shows the pair arguing about the right way to eat Planters Deluxe Mixed Nuts.
Maximum Effort's latest spot for Mint Mobile touts its $15-per-month wireless and begins with shaky footage of Ryan Reynolds, who explains that the not-so-professional ad is being shot by "someone willing to work for candy and approval" to save money. The camera angle drops as Reynolds then says, "Hey sweetie, daddy's face is up here," and a child giggles in the background.