Former 72andSunny executive Maria Scileppi has joined Mother in the new role of head of learning and development, and says part of her main focus will be "how we design for sustainable creativity and creative output" to tackle the industrywide issue of staff burnout. Mother US CEO Peter Ravailhe says the new position will be "the guardian of shaping environments to address the future and needs of our creative talent."
Direct-to-consumer health care business Ro is widening its customer acquisition efforts beyond Facebook and Google with a campaign touting its allergy medications on digital billboards in Dallas, on New York's Link NYC kiosks and digital taxi tops with content that changes based on daily pollen counts in each city. "If you think about where we advertise -- we want to be on people's commute, and we want to be around people's offices," says Ro's Will Flaherty.
Atlanta's arts and entertainment district was launched in 2017 with the goal of fusing "new media, local art, and performance with advertising to fund cultural and public space programming in the city's core," according to city officials. Karon Warren highlights some "light projections, glowing billboards, murals, and other forms of signage" that have been installed to date.
Jif teamed with Giphy to create a limited-edition "Gif" jar of peanut butter to kick off a campaign from Publicis' PSOne that plays on the pronunciation of the brand names, and includes a social video featuring a "linjuistics" professor Gary Goodman, or as he pronounces it, "Jary Joodman," explaining why "Jif" and "GIF" carry the same pronunciation. The "Jif vs. GIF" push includes branded GIFs and urges consumers to participate in the debate on social.
Oribi analytics firm is reporting that Google drives more e-commerce traffic and sales than Facebook and Instagram because it "reaches consumers who are more intent on making a purchase," writes Robert Williams. The primary drivers of e-commerce site traffic are email and apps, and consumers tend to gravitate toward less expensive products on Facebook and Instagram, Oribi reports.
Amazon is using what could be a truly unique artificial intelligence language version to test a customer service chatbot capable of conducting real-time conversations with original dialogue. The AI chatbot is being tested to help human agents but the company intends for it to be used directly with customers, and Amazon's Jared Kramer wrote in a blog, "We are unaware of any announced deployments of end-to-end, neural-network-based dialogue models like ours."
This year, new apps in the Google Play store will first need approval from Google before they can collect user location data when users are not aware that the data is being gathered, and Google is extending the policy to include all apps in November, according to a corporate blog post. The move "should further squeeze an already rattled location-based ad market, which has been forced -- through consumer awareness, regulation and the actions of operating systems -- to reduce its reliance on GPS signals to target consumers," writes Lara O'Reilly.
TBWA\Chiat\Day's new 30-second spot for Mtn Dew features NBA star Joel Embiid expressing his disappointment at the quality of GIFs fans use on social to celebrate his plays, showcasing a Mtn Dew collection people can use instead. "Dew fans as well as NBA fans are always fully plugged into hoops culture, and we know they are almost always on social media during the games," said Mtn Dew's senior director of marketing Erin Chin, adding that the GIFs used in the commercial can be found on Instagram.
Constant challenges marketers face today include return on investment, scaling relationships with influencer marketing, communication across verticals and measures of success, according to a handful of marketers interviewed at a recent summit. "If you are clear about your brand, if you spend the effort in socializing and communicating externally and internally, it should make everything else work so much better and more effectively but being able to attribute the cause and effect is difficult and ... how can we make that case compellingly is what keeps me up at night," says Erica Chan of Alibaba Group.