Right Brain, Left Brain Blog

25 April 2017

Andes creates the world's first leaned bar to pour the perfect beer

Andes

AB InBev's iconic beer brand Andes might just have come up with the perfect creative solution to serving the perfect beer... 

As every good barman knows, there is a technique to pouring the perfect beer: you must tilt your glass up to 45º, and that’s how you get the right beer head. That´s why Andes, Mendoza’s iconic beer brand, together with Saatchi & Saatchi developed an ambitious project: using the Andes’ natural gradient to build a bar. 

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21 April 2017

Why the Pepsi ad could end in triumph

A truism that pervades our industry is that the worst thing that can happen to your work is not to have it hated, but to have it ignored.

Well, I hope this thought is keeping the Pepsi team warm tonight, because it’s probably the only morsel of comfort to be found in the wreckage of their latest ad and flames of mockery that have engulfed it.

To be fair I guess they can also take heart in the fact that they did indeed manage to unite people – just like they said they would – it’s just a shame that the common ground they provided was at their expense.

There probably hasn’t ever been an ad storm quite like this, but the closest parallel that comes to mind is the infamous Protein World scandal from 2015. And this should make us pause for thought. For Protein World’s campaign was not only hated; it was incredibly successful, garnering £2 million of sales for the small brand in a few short days. Could the same reward befall Pepsi?

The short answer is… probably not.

The two scenarios aren’t really analogous, since Protein World chose a particular side of an argument, and simply defended it to the hilt, thereby attracting hate from one faction but fandom from another. Pepsi on the other hand also chose a particular side in the culture wars, but it is this side that has turned against it the most viciously, with the protesting classes voicing deep offence at the work while the other side of the aisle simply shake their head incredulously. In other words, at least some people were on Protein World’s side – Pepsi on the other hand has no one.

That said, if hatred is better than indifference, then there should still be glimmers of hope to be found for the brand. So here are three reasons to be (sort of) cheerful…

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07 April 2017

Festival of Media MENA Awards 2017 Shortlist

Fom mena

Starcom has achieved 18 shortlisted entries for the Festival of Media MENA Awards 2017 in categories including Best Communications Strategy, Best Use of Content, Best Social Media Strategy and Best Use of Gamification, while OMD is in the running for 15 awards including Best Use of Real-Time Marketing, Best Local Execution of a Brand and Best Use of Traditional Media. 

Following closely behind is UM with 14 entries, MEC with 11, Initiative and Zenith both with nine entries on the shortlist. 

The Festival of Media MENA Awards is dedicated to showcasing media excellence throughout the region. In its third year, the Awards recognise the work of the best agencies, media owners and tech companies, representing some of the world's leading brands including Mastercard; Reebok; Chevrolet; Jaguar; Emirates; Mondelez; HSBC; PepsiCo; Samsung and McDonald's. 

Check out the full shortlist below. We'll be adding case studies to Cream over the coming weeks so keep an eye out and click through to view details of the campaign. 

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03 April 2017

M&M Global Awards 2017 open for entries

Mmg

The annual M&M Global Awards 2017 has officially opened for entries so it’s time to get to work and put forward your campaigns for the only Awards benchmarking and rewarding the creativity and effectiveness of cross border advertising campaigns for global brands. 

The awards will continue to reward the very best in international media and marketing from the past year. Recognising and celebrating the most innovative and effective pan-regional advertising campaigns, awarding agencies, media owners and advertisers for their strategy, execution and delivery.

New categories for this year include:

  • The Big Idea Award
  • Best Martech or Adtech Innovation
  • Best Sponsorship Activation

… In addition to the return of 14 other categories, for which you can find a full list here.  

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31 March 2017

Festival of Media Global Awards 2017 Shortlist

Fomg

WPP’s MediaCom is the most-shortlisted agency network for the Festival of Media Global Awards 2017 with 51 nominations, followed by fellow GroupM agency Mindshare with 31 entries. Publicis Media’s Starcom takes the third spot with 27, with Omnicom’s OMD (26) and PHD (23) hot on its tail. In sixth place on the shortlist is IPG Mediabrands’ UM with 21 nominations.

Starcom USA takes the top spot as the most-shortlisted agency office with 14 entries, ahead of Touché! PHD in Canada (11 nominations), MediaCom UK (10), MediaCom New Zealand (eight), PHD China (seven) and MediaPlus Germany (seven).

From a group level perspective, GroupM has nearly twice as many nominations (96) as its nearest competitor, Omnicom Media Group (50). Publicis Media comes in third with 35 shortlisted entries and IPG Mediabrands in fourth with 30.

The US narrowly secured the title of most-shortlisted country with 37 nominations on the shortlist, followed by the UK with 36 and China with 16, ahead of Australia, Germany and India on 15 shortlisted entries each.

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22 March 2017

MediaCom and Mindshare scoop top gongs at Festival of Media APAC Awards 2017

MediaCom and Mindshare have swept the board at this year's Festival of Media APAC Awards 2017, winning the prestigious 'Agency of the Year' and 'Agency Network of the Year' titles, respectively. 

The winners were announced during a lavish ceremony held at the ParkRoyal in Pickering Hotel on Wednesday 22 March. On the night, MediaCom won seven golds and three bronzes, Mindshare four golds, five silvers and three bronzes, while UM took home four golds, four silvers and one bronze. 

MediaCom India won the prestigious 'Campaign of the Year' title for 'Ariel Dads Share the Load – Men for Laundry!' in addition to 'Agency of the Year', while Mindshare retained its title of 'Agency Network of the Year' for the APAC region. 

The winning campaigns represented a mix of countries including golds from Australia, China, Indonesia, New Zealand, Singapore, India and the Philippines. India topped the country rankings with seven golds, while Australia and New Zealand followed with five and four golds, respectively.    

The judging process uncovered a range of trends and insights including a significant increase in e-commerce, m-commerce, CSR, content, social, mobile and events as part of campaigns from across the region. Judges found the Best Experiential/Event and Best Content Awards to be two of the toughest to decide on a winner as the competition and quality of work was so strong. 

Check out the full list of Gold, Silver and Bronze winners below (and click through to view the full case studies): 

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Which gender equality campaigns are getting it right?

According to some florists in the UK, winning or being the lucky recipient of a bouquet of flowers was the best way to mark this month’s International Women’s Day. This is clearly missing the point and an example of brands simply cashing in on an initiative designed to highlight the many issues facing women across the globe.

So what can brands to do align themselves with the cause in a believable and ethical way that will help to amplify and support the initiative, while adding kudos and authenticity to their image? Here are some great examples where brands have not just vocalised their support for women’s issues but expressed it where it matters and resonates most – in the real world.

Leading your field

She Means Business – Facebook

This is a subdomain on Facebook’s main social platform, hosting articles, insights and re-sources to help women grow and promote their own businesses. Facebook is able to talk on this subject with authority due to its paid advertising products. It has added further credibility to this by collaborating with Enterprise Nation – an organisation that will help you start and grow your business, whose founder is Emma Jones MBE. Facebook has also collaborated with another organisations, such as the FSB.org, which covers financial and business advice for SMEs.

The key feature of this site is how it invites you to explore inspiring stories, from NGOs, etc, that will be broadcast through FB Live. Facebook also wants you to get involved by hosting your own live session. The content hosted here will be evergreen and as long as Facebook keeps adding to it, this will become a very valuable resource and business-focused social platform.

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20 March 2017

In the bleak midwinter: if you snooze, you lose!

Lots of experiential practitioners will tell you that winter can be tough – they argue that there’s not a lot of big bucks activity in our industry until the weather warms up and the daffs and snowdrops start to poke out in early Spring.

Ask most agencies, and they’ll say that their busiest times run from May until December, with peaks for school holidays, summer festivals and then the run-up to Christmas. As a result, many agencies seem to spend the cold dark months of January and February huddled around their computer screens for warmth, chasing the big jobs for when every-one comes out of hibernation…

Well, at StreetPR, we obviously never got the memo about not going out until spring arrives, because we’ve been busy busy busy since the start of 2017.

To be blunt, business doesn’t stop because the temperature’s fallen.

Continue reading "In the bleak midwinter: if you snooze, you lose!" »

About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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