Right Brain, Left Brain Blog

26 August 2016

Rio 2016 Olympics: Which brands made the podium?

Coca-Cola, the longest-standing sponsor of the Olympics, was the most successful brand sponsor at Rio 2016, with the best performing TV ads among US viewers, according to a recent study by Google.

Based on an analysis of the top 12 most advertised brands based on NBC’s broadcasts of this year’s summer games, Coca-Cola’s “That’s Gold” campaign performed the best across the board with strong full-funnel performance placing based on analysis across three specific areas of performance.

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23 August 2016

3 different things brands can learn from Pokemon Go

Pokemon go

When Satochi Tajiri first created the Pokemon concept in 1995, and released the first two Gameboy video games (red and green) a year later, he would never have envisioned middle-aged bureaucrats running round London (and every other city in the world) trying to catch them all just 20 years later.

Pokemon Go is rapidly becoming the most successful mobile app of all time. It took just 13 hours to hit the top of the US sales charts, and after a global frenzy of anticipation cut that to just 3 hours for the German charts. It’s lucrative too, topping $2 million of revenue per day in the US market, according to Yahoo.

There are lots brands can learn from Pokemon Go, but here are some you may not have considered…

Lesson 1: Reality trumps quality every time

Remember when reality TV came on the scene? “Proper” TV people bashed it, claiming a lack of production values, wit, etc. But people lapped it up anyway.

Why? Because it broke free of the studio and embraced the rough and ready unpredictability of the real world. It was closer to us and, therefore, more relevant. Pokemon Go has done the same.

In spite of its success, it’s considered a poor game by any objective measure. A Guardian review summarised it as “not a good game, but a great experience”.

The fact that it exists in the world around us, not just on our screens, means, like reality TV, that quality doesn’t matter. Take your campaigns out of their media spaces and into the world around them, and the same will apply for you.

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19 August 2016

MediaCom tops the Festival of Media LatAm Awards 2016 shortlist

Fomla

MediaCom has stormed ahead on the Festival of Media LatAm Awards 2016 shortlist, with a total of 24 campaigns shortlisted across 13 different categories, including Best Communications Strategy, The Effectiveness Award, Best Social Media Campaign and the newly-introduced Best Use of an Influencer. OMD follows with 15 entries and Initiative hot on its tail with 14.  

Campaigns run in Argentina dominate this year's shortlist, while Brazil and Colombia come in joint second place. The competition represents work from a wide range of advertisers including BBVA, The Coca-Cola Company, Diageo, Grupo Ramos, Procter & Gamble, Unilever, VISA and Volkswagen. 

The quality of campaigns has been evaluated by more than 40 judges from leading brands, media agencies, specialist companies and media owners. The final jury is being chaired by Jennelle Tilling, CMO for KFC Global. Click here for more information about this year's judges and the awards scheme. 

Winners will be announced during the two-day Festival of Media LatAm conference, which takes place at Turnberry Isle, Miami from October 6-7, 2016. Click here for more information about the festival and details on how to attend.

Check out the full shortlist below and link through to read the full case studies.

Continue reading "MediaCom tops the Festival of Media LatAm Awards 2016 shortlist" »

05 August 2016

Ad of the Week: McCann Montevideo ‘I CANN Eau de Créativité’ (Uruguay)

Icann 1

To celebrate the 70th anniversary of McCann Montevideo, the agency has launched a limited-edition perfume called ‘I CANN Eau de Créativité’ that symbolises its commitment to creativity.

With the purpose of making it a medium to boost creativity, the idea was developed based on the idea that McCann’s role is to encourage creativity among clients and in their brand development, therefore it wanted to create a product that would boost creativity among its own people.

The thinking behind the name ‘I CANN’ emphasises that everybody can develop and express the power of their own creativity, and a campaign to promote it has been starred by agency staff.

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01 August 2016

Top charity campaigns + 6 steps to digital brand success [VIDEO]

A recent event hosted by Collective, experts in digital brand solutions, brought together charity branding experts from MacMillan Cancer Support, WWF and MediaCom to explore how to balance brand building and fundraising for charities. The event culminated in a panel debate exploring some of the key digital marketing challenges that charities face, from shock tactics and measurement to the tension between brand building and fundraising.  

The short series of videos below focuses on the key outcomes of the event, including a sneak peek at some of the charity brand experts' favourite charity campaigns, plus Collective's creative director Alex Burn reveals the six key factors charities need to bear in mind when marketing themselves digitally. Check it out below...

The best charity campaigns [from the experts]:

6 rules for successful charity marketing in digital [Alex Burn, Creative Director, Collective]:

We've got a bunch of great charity campaign case studies right here on Cream. Need more inspiration? Check this out >>>> 

29 July 2016

OMD leads M&M Global Awards 2016 shortlist

Mmg awards

OMD has achieved the highest number of entries on this year's M&M Global Awards shortlist, with a total of 35 nominations across 16 categories. MediaCom and MEC follow in second and third place, respectively.  

The top performing campaigns to feature on the shortlist include Double Robotics' 'Lucy the Robot' by independent agency Atomic 212 and Deutsche Telekom's 'Sea Hero Quest' from MediaCom.  

Now in its 27th year, the M&M Global Awards celebrate the best multi-market media campaigns from around the world. Reflecting the ever-changing and multifaceted global media landscape, the 2016 awards include seven new categories – Best Multiplatform Campaign, Best Use of an Influencer, Innovative Use of a Publishing Platform, Best Use of Creative Technology, Best international Growth Strategy, B2C Campaign of the Year and The Talent Award. 

“This year’s awards attracted a record number of entries, underlining the importance of international media and campaign excellence across multiple markets,” said Danielle Redwood, managing director for awards at C Squared. “Only the M&M Global Awards recognise the best in international media, and the gala dinner event promises to be another unforgettable night for the industry.” 

The winners will be announced at the M&M Global Awards gala dinner event at Grosvenor House in London on Thursday 8th September, 2016. For more details, click here.  

Check out the full M&M Global Awards 2016 shortlist below.  

Continue reading "OMD leads M&M Global Awards 2016 shortlist" »

25 July 2016

KFC Global CMO to chair Festival of Media LatAm Awards 2016 (+ our top KFC case studies)

Kfc cmoThe Festival of Media is delighted to welcome Jennelle Tilling, Chief Marketing Officer for KFC Global, as the chair of the jury for this year’s Festival of Media LatAm Awards 2016.

With responsibility for KFC’s brand marketing, innovation, digital presence and brand reputation in over 125 countries around the world, Tilling will oversee the final stage of the awards judging, which celebrates the best in media thinking across the Latin American region.

Other members of the shortlisting and final jury include: Jean Charles Cabrol, Managing Director at PHD Mexico; Patricia Martinez, Managing Director, OMD Mexico; Jose Daniel Salazar, Senior Brand Manager, Nestle Venezuela; and Luis Ruben Ortiz, Portfolio & Brand Strategy Director LatAm, SABMiller, among others.

For 2016, the Festival of Media Awards is expanding the scope of work that can be rewarded. There are now 20 award categories, split into five sections including Media, Content, Technology, Insight and Talent. 

To celebrate Jennelle Tilling’s involvement in this year’s festival and awards scheme, we’ve taken a look back at some of our favourite KFC campaigns from the Festival of Media Awards over the years:

How programmatic got Millennials fired up for KFC’s Hot and Cheezy Burger | Malaysia

KFC uses programmatic to develop content and reach Millennials to get them fired up for the Hot and Cheezy Burger. Read the full case study here>>>

Cheezy

Continue reading "KFC Global CMO to chair Festival of Media LatAm Awards 2016 (+ our top KFC case studies)" »

22 July 2016

Innovative Ad of the Week: Sony Pictures ‘Ghostbusters Waterloo’ (UK)

Ghosbusters main

This week brings to an end a pretty spooky burst of outdoor activity for London commuters, who were surprised and delighted by a giant sculpture of the iconic Stay Puft Marshmallow Man at Waterloo, as part of a complete train station takeover by Sony Pictures to promote the new ‘Ghostbusters’ movie.

The ‘super-sized’ out-of-home campaign, a collaboration between Sony Pictures, JCDecaux (campaign concept), Feref (creative), MGOMD and Talon (media), played up the idea of ‘something strange in your neighbourhood’ by transforming London’s Waterloo Station into a film-themed showcase for the past two weeks.

Continue reading "Innovative Ad of the Week: Sony Pictures ‘Ghostbusters Waterloo’ (UK)" »

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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