Advertising Week Europe fever swept the streets of London last week and for those who didn’t manage to catch all of the goings on, we’ve pulled together a quick round-up with our pick of the best quotes and highlights of the week:
“I think advertising is beginning to discover who we are and what we want [rather than] before when they were saying ‘this is what you are supposed to be’. We are empowering ourselves more and more and the consumer is changing the advertising”
– Salma Hayek, Academy Award-nominated and BAFTA-Winning actress.
The actress then went on to lose her ‘social media virginity’ by posting her very first selfie through her new Instagram page and Facebook. Check it out below:
Asia-Pacific’s best agencies and creative media thinking were rewarded this week at the prestigious Festival of Media Asia Pacific Awards 2015 ceremony held on March 24th at the Capella Singapore.
Starcom MediaVest Group (SMG) took the top prizes of the night, walking away with both Agency Network of the Year and Agency of the Year trophies.
The Publicis-owned agency was rewarded for a consistent performance over the night, picking up six awards, including Consumer Research Gold for ‘Measuring the real value of social media’ for Optus in Australia and Creative Use of Media Silver for ‘Doublemint: "The pack that connects”’ in China.
OMD Australia was responsible for the best performing campaign of the night, picking up three gold awards for its ‘Penny the Pirate’ children's eye screening work for LUXOTTICA, namely Best Targeted Campaign, Best Communications Strategy and the much-coveted Effectiveness Award.
Elsewhere, BBH APAC can reflect on a successful evening at the Capella, scooping three prizes, including Gold in a new category Best Content Creation for its Apple-aping ‘2015 IKEA Catalogue Launch Campaign’.
Mindshare and UM picked up four awards each, while MediaCom can celebrate Gold in the Best Experiential Campaign category for the Queensland Government’s ‘Your Future Is Not Pretty’ campaign.
Secret deodorant’s “Like A Girl” video was watched 85 million times around the world. Is this just a strike of social media luck for Procter & Gamble – the world’s largest advertiser with a spend of $8.6 billion for 300 brands? Or is it part of a new global strategy, led from the top down?
In an interview with Forbes, Marc Pritchard, Procter & Gamble’s Global Brand Officer, shared with contributor Avi Dan why the company has decided to make a quick, massive shift to a “digital first” business model.
Here are 7 highlights:
1. ”It’s because of work like that (Like A Girl) I am so bullish on the future of marketing and the tremendous value it creates. It’s a different mindset (…). Take a brilliant brand idea and express it across the vast array of media, to paint a masterpiece that connects with consumers and builds sales and profits.”
2. “For shareholders, (digital technology) provides above-average returns on our investment. This is why P&G is quickly shifting to a digital-first approach to building brands.”
3. “The media created by digital technology is where consumers are spending their time. Around the world, up to half of people’s media viewing time is spent on digital, with about a third of that on mobile.”
4. “The use of digital technology for creativity is at an inflection point, one of the most important moments we have ever seen in the history of advertising.”
5. “We have the capacity to reach people in more ways than we ever dreamed possible, and make brands a presence in people’s lives throughout their days.”
6. “When you enter the digital world and social media, consumers can quickly sniff out when you are not authentic.”
7. ”I (tell) our people to look beyond the obsession of technology and turn our attention to what really matters – the consumer experience.”
There is so much debate right now around the subject of Native Advertising: should advertisers be carving out budget for it and if so to what extent? But the degree of hype around Native is masking the fact that there is no singular definition for it. While on the one hand anything with the word 'native' in its name must mean that a degree of effort is being made to ensure that the reader experience is a more fluid and intuitive one, unless the nomenclature is clear and common across all users, measuring what works against what doesn't becomes a huge challenge.
As the market bifurcates ever more starkly between standard brand advertising and integrated content marketing, there has never been a more important time either to take a stand and clearly commit the 'Native' tag to one type of activity over another or to simply lose the tag altogether.
Check out all the findings from our recent study into native advertising in the infographic below:
These new ads from Swiss human rights group Terre Des Femmes make a pretty bold and powerful statement about gender equality and feminism, by reminding us that a woman’s worth should not be measured by the length of her skirt or the height of her heels…
Released on Facebook earlier this week, the ads depict a faceless woman’s body, with an added layer of measurements printed on top ranging from ‘prude’ to ‘whore’. The campaign slogan simply states: ‘Don’t measure a woman’s worth by her clothes’.
The ads were designed by Theresa Wlokka and a group of students at Miami Ad School in Hamburg, Germany.
Check out all three ads in the series below and let us know what you think.
Riding the media wave of “bad boy” TV presenter Jeremy Clarkson’s suspension by the BBC – due to his alleged punching of a producer who served the wrong food after a long day of on-site shooting, referred to as a “fracas” by the broadcaster – Mars promptly sent him a box of 48 Snickers with the slogan “YOU’RE NOT YOU WHEN YOU’RE HUNGRY”.
With a single light-hearted gesture and tweet, Mars taps into the popularity of a show had a weekly audience of 350 million people in 70 countries, and an online petition of over 800,000 followers.
Brands looking to successfully pull off such a stunt need to follow 3 simple rules:
Be prepared for the unexpected, to leverage relevant events around the world as they happen.
Stay 100% consistent with your brand values, tone and message.
Have deep understanding of local culture, to join the conversation at the with the right twist at the right time.
Augmented reality isn’t necessarily a new concept in outdoor advertising. Back in 2011, Lynx used the technology for their Fallen Angels campaign in London, Victoria Station, where virtual angels fell to earth via the station’s big screen.
Here are 5 recent examples of innovative outdoor campaigns that are using augmented reality technology to add a new dimension to their experiential and guerrilla marketing.
In February 2015 at London’s Waterloo Station, passers-by were able to interact with a touch screen display and customise their own version of the Skoda Fabia. With 14 colours, 5 interiors and 3 concepts to choose from, once they’d chosen from one of 90 possible designs, the customised vehicle appeared on the screen in real time. A great example of how AR can give consumers more control during a campaign.
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.