Wieden+Kennedy created Tinder's first major brand campaign, "Single, Not Sorry," which celebrates women enjoying the freedom of being single with ads that feature slogans such as "Single Is A Terrible Thing To Waste" and "Single Never Has To Go Home Early." The push is running across social, digital and out-of-home and is centered on brand research that 72% of millennials choose to remain single for certain periods because they value independence.
Investment in video advertising will account for a quarter of all digital ad spend in the US this year, growing by almost 30% to hit $27.82 billion, eMarketer forecasts. Facebook, including Instagram, will take a 24.5% share in that spend and will control close to 87% of all social media video ad investment in the US.
Ace Hardware is touting its legacy as an independent brand with an in-store personal touch from helpful staff members in a campaign from O'Keefe Reinhard & Paul. The push positions Ace as the "home convenience store" and includes supporting video spots and social content.
The biggest business program that agencies encounter is has to do with the "why" of the actions, writes Abbott Mead Vickers BBDO's Craig Mawdsley. Audience fragmentation and other commonly-cited reasons for lack of advertising effectiveness are not to blame, he writes, saying that agencies are "got stuck in the 'what' and the 'how' and forgot all about the 'why.' "
Caboodles has launched a rebranding campaign from HangarFour that celebrates its 1980s and '90s heyday while refreshing its look and unveiling products designed to appeal to a new generation. The campaign includes a new site, videos and social content featuring collaborations with influencers such as Simone Biles.
Jack in the Box is celebrating the return of its All-American Ribeye Burger with a "#KEEPIT100" social push, which includes a live lie detector test event on the brand's Instagram account. "We want to take a fun, social media-first approach to focus on the trends of consumer habits and call into question if people are being real," said Jack in the Box's Adrienne Ingoldt.
Growth Energy has invested in a 30-second spot calling for more ethanol in gasoline that's been running across Fox News in a bid to gain the attention of President Donald Trump, a tactic that's increasingly being used by interest groups looking to sway policy, write Julie Bykowicz and Alex Leary. Shows that Trump watches, such as "Fox & Friends," have seen a rise in ad revenues compared with 2016, Kantar Media reports.
Industry leaders discuss the need to boost the diversity of talent and what brands want from agencies, including expertise across varied disciplines. "Agencies need to become indispensable to their clients," says Hulu's Peter Naylor, by providing "guidance and expertise in so many areas like AI, blockchain, 5G, IoT, autonomous cars, attribution, branded content, data."
BBDO has been named lead creative agency by Ford Motor Co., replacing incumbent WPP, and the automaker says it will also employ Wieden+Kennedy as "creative and innovation partner for specific projects." Ford invested over $1.2 billion in US measured media in 2017, per Kantar Media, and global investment is estimated at around $3 billion, according to R3.
BBDO New York and Monica Lewinsky have united again to tackle online bullying with a "#DefyTheName" campaign that features celebrities including Olivia Munn, John Oliver, QuestLove and Tony Hawk in a spot that introduces them in various scenarios with a real online slur inserted between their names. The push is urging supporters to change their social display names to include a bullying insult.
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