Posts Tagged ‘business’

GoPro Launches Its First Scripted TV Ad, Part of Its Biggest Global Campaign to Date

November 10, 2016  |  Media Week  |  No Comments

For years, GoPro has taken a user-centric approach to its advertising, packaging submitted content for TV spots that have run everywhere from YouTube to the Super Bowl. But today, it's launching its first scripted TV spot, which is part of its largest campaign yet that's rolling out on a global scale. TV spots will run in the U.S., Spain, Germany, France, Korea, Australia and other markets. And there's an accompanying global campaign aimed at creating around 1.4 billion impressions. The campaign is a combination of regional and national ad buys, with the first spot airing today before ramping up Friday and then airing in prime time during Sunday Night Football. According to GoPro svp of marketing Bryan Johnston, the campaign is meant to reflect the diversity of the brand's users over the past few years, as its core user base grows from being adventure-seeking people documenting the great outdoors to a camera that can be used by anyone. "If we succeed, then we create thousands upon thousands upon millions of 21st-century storytellers," Johnston told Adweek

Read More

The Trump Phenomenon Delivered Massive Ratings for Cable News Throughout

November 9, 2016  |  Media Week  |  No Comments

Say what you want about the outcome, but the 2016 presidential election cycle was unlike any the news media has ever experienced. As you might expect, cable news reaped significant benefits from the volatility of the race in the form of huge ratings. Fox News beat CNN in total audience on election night 2016 during the full coverage block, from 7 p.m. to 3 a.m. Per Nielsen data, FNC delivered 12.2 million viewers compared to CNN's 11.2 million. Fox News' viewership climbed on an hourly basis through midnight, while both CNN and MSNBC peaked at around 10 p.m. The ratings trends seem make sense considering now President-elect Donald Trump gained momentum as the night went on, while Hillary Clinton steadily lost steam. Fox News also beat CNN in the all-important 2-3 a.m. time period, when the race was called.

Read More

The Trump Phenomenon Delivered Massive Ratings for Cable News Throughout

November 9, 2016  |  Media Week  |  No Comments

Say what you want about the outcome, but the 2016 presidential election cycle was unlike any the news media has ever experienced. As you might expect, cable news reaped significant benefits from the volatility of the race in the form of huge ratings. Fox News beat CNN in total audience on election night 2016 during the full coverage block, from 7 p.m. to 3 a.m. Per Nielsen data, FNC delivered 12.2 million viewers compared to CNN's 11.2 million. Fox News' viewership climbed on an hourly basis through midnight, while both CNN and MSNBC peaked at around 10 p.m. The ratings trends seem make sense considering now President-elect Donald Trump gained momentum as the night went on, while Hillary Clinton steadily lost steam. Fox News also beat CNN in the all-important 2-3 a.m. time period, when the race was called. CNN did make some ratings history in prime time, as 13.3 million total viewers tuned into the network's Election Night in America coverage

Read More

This Online Estate Sale Site Has Digs as Cool as the Virtual Auctions It Hosts

October 18, 2016  |  Media Week  |  No Comments

For all those estate sale lovers who have a penchant for, perhaps, a seat from Crosley Field or a set of bronzed baby-shoes bookends, online auction site Everything But The House provides a sort of instant gratification that was once only found on lucky Saturday mornings in posh suburbs. The Cincinnati-based retailer launched in 2008 and has grown substantially in the past four years since scaling the business, opening 21 offices around the country. The company’s 16-person Los Angeles outpost needed digs to reflect its brand’s mission. “At the project’s outset, I worked with interior designer Peter Dolkas to conceptualize an open space office where there would be moments throughout that would inspire our team,” said EBTH merchandising vp Michelle Lee. “Peter’s vibe is a little more traditional, California contemporary, and mine is more midcentury, eclectic and vintage, so it was a great balance. Ultimately, we wanted to make sure the office felt authentic—filled with the kinds of pieces that are discoverable on our site.”

Read More

Brands Are Throwing Out Gender Norms to Reflect a More Fluid World

October 17, 2016  |  Media Week  |  No Comments

James Charles may not seem like the typical ambassador of a beauty brand—and he's not. Meet CoverGirl's first CoverBoy. No doubt the half-century-old brand raised a few eyebrows last week when it introduced its latest model. But this was no mere stunt. Coty's CoverGirl says Charles will be an important part of growing the brand moving forward. At a time when gender identity and the turning on their head of gender roles are dominating the conversation, the move shouldn't seem so controversial. "We're more in the gender fluid space," explains Samantha Skey, president and chief revenue officer of SheKnows Media. As gender stereotypes lose favor culturally, marketers would be wise to promote that a "product is for a certain kind of hair or a certain kind of body type," says Skey, because "you can subscribe to that hair or that body type regardless of who you are." Demographic insights support that thinking

Read More

Goodby Silverstein & Partners Names Former HP, Yahoo Exec as Its First Chief Marketing Officer

October 6, 2016  |  Media Week  |  No Comments

Goodby Silverstein & Partners has hired veteran marketing executive Julia Mee as its first chief marketing officer. Mee joins the Omnicom shop in San Francisco after working with the GS&P team for 15 years on the client side, while serving in various global advertising and media roles at Cisco, HP and Yahoo. "Julia has been one of our best clients, and in each of her jobs, she's advocated for us better than we've advocated for ourselves," says partner and president Derek Robson in a statement. "Julia brings clarity about the changing landscape of our industry and a perspective to the company that we've never had. All of that experience adds up to an exceptional leader who will no doubt contribute immensely to the future growth of GS&P." Moving forward, Mee will oversee the agency's marketing efforts, working on new business pushes, consultancy partnerships, staffing and portfolio management duties. "For 15 years at three different companies, GS&P was my trusted agency partner," Mee says. "They listened closely, dug into the business, gathered deep customer insights and provided strategic thinking that went far beyond what many expect from an 'advertising agency,'" said Mee.

Read More

Viacom Gets a Face-Lift for the Millennial Generation

September 27, 2016  |  Media Week  |  No Comments

As one of the most storied holding companies in media, Viacom's network of brands like MTV, VH1, Comedy Central and Nickelodeon oversees, curates and even dictates youth culture—and has done so for decades. But being young and hip takes work, which is why New York-based Viacom recently renovated its 31st and 32nd floors into spaces where people—employees and guests—could meet, mingle, work, dine and relax. "Our new floors are a working prototype for the future of media," said marketing strategy and engagement evp Ross Martin, whose office is on the 32nd floor, "where creative talent, world-class data scientists and visionary thought leaders are engineering the future of our business." On the 31st floor, visitors will find the "pitch theater," meeting rooms, open lounges and gathering spaces. "As a result of its advanced design form and tech function, we have allowed numerous CEO and CMO partners to utilize the space for their top leadership teams," said Viacom marketing and partner solutions head Sean Moran. "It's become the TRL for C-suite partners." Like its media network, the new Viacom space aims to please staffers and visitors—regardless of generational gap.

Read More

Clio Lifetime Achievement Award Winner Wants to See More Diversity in the Industry

September 26, 2016  |  Media Week  |  No Comments

Specs Current gig President, Kaplan Thaler Productions Previous gig Chairman, Publicis Kaplan Thaler Twitter @lindathaler2 You're being honored with a Clio Lifetime Achievement Award this year. Do you remember winning your first Clio? I don't remember the first Clio I won, but I do remember the year I won four. One, I wrote the music and lyrics for "Kodak America," then French's mustard won two. I won for best comedy writing and then we won for a Burger King commercial. I was fairly young at the time and hadn't been in the ad business very long, so I was really thrilled. It was incredible. After stepping down as chairman of Publicis Kaplan Thaler early this year, what have you been working on? I had been doing public speaking for several years off and on, but I decided to leave advertising this past February and be a speaker full time across the country, talking about a variety of topics. I love it because it's a combination of me being able to give stories and insights and empowerment to people as well as my theatrical desires because I never quite gave up wanting to perform. That's what I did in my 20s. I got to combine the two things and I love it. What does your latest book, Grit to Great , tackle? Robin Koval and I started The Kaplan Thaler Group about 20 years ago, and we are very proud of what we have accomplished. Along the way we decided to write books. Most recently we started looking at our success and realizing that neither of us are geniuses or incredibly talented, and we started researching really uber-successful people

Read More

McDonald’s and Omnicom Refer to Their Dedicated Unit as an ‘Agency of the Present’

September 26, 2016  |  Media Week  |  No Comments

On Monday, the first day of Advertising Week 2016, McDonald's chief marketing officer Deborah Wahl and DDB North America CEO Wendy Clark made it clear that they don't see Omnicom's unnamed, dedicated Chicago unit as an anomaly. "We say 'agency of the future,'" Clark told the crowd at New York's Town Hall, "but I think it's actually the agency of the present." Clark added that this sort of approach is "where we all need to be." The model in question is one in which Omnicom and McDonald's will operate together to an unprecedented degree, with the client's marketing team "embedded" within the agency. The scale of the pitch process was just as significant. "The important thing about the RFP is that it came in at the holding company level," Clark said, adding, "It was not just a couple of pages." She said Omnicom pulled its "best and brightest" from across almost 20 agencies to help win the business and that the disparate team worked on the pitch for 16 weeks. "It was breakneck, but it was good," she said. Neither Wahl nor Clark directly addressed the most controversial aspect of the documents McDonald's sent to the three biggest holding companies, its demand that all agency profits be tied to unspecified performance goals. "[McDonald's is] not only asking for a new agency model but doing it differently internally, too," Wahl said, adding, "Change is hard." She stated that while the agency structure was not necessarily developed with profit in mind, "there is a lot of room for growth [with] profit built in." Wahl also hinted at the reason for such an unusual arrangement: "I don't think anyone's budgets can go up dramatically unless their sales go up dramatically. We've got to get a lot smarter." In further emphasizing the theme of unity, Clark said the forthcoming agency's assignment would range from "anthemic TV spots to social posts, in-store advertising and employee communications." She said the ultimate goal of the shared enterprise is a greater focus on the consumer. "There's such a huge conversation about McDonald's always," Clark said. "We want to determine trends before they happen and see what's right for McDonald's." Wahl addressed a follow-up question about the dated social media "war room" model from moderator and Fast Company editor Eric Alt by again emphasizing scale. "Someone interacts with or reaches out to us once every two seconds," she said. "We are able to respond once every 10 seconds." Wahl said she hopes to speed up that response time moving forward, but Clark implied quality is ultimately the defining factor when it comes to content strategy. "Brands need to remember that they are uninvited guests [on social]," she said. "McDonald's is not in the business of mediocre." Clark also indicated that the new unit's vision regarding its own internal processes played a significant role in Omnicom's winning pitch. "If you get the process right, it sets you free. You never have to talk about it again."

Read More