Posts Tagged ‘marketing’

MTV Brings Back House of Style as Multiplatform Native Ad

August 8, 2014  |  Media Week  |  No Comments

Fans of MTV's House of Style can catch up on the latest fashion trends thanks to a Unilever -sponsored relaunch of the series online and on-air. "We're looking at it as a way to marry franchises with partners, taking advantage of the editorial clout that House of Style has and the timelessness that House of Style has," Rachel Baumgarten, svp of integrated marketing for Viacom Velocity Music Group, explained. The eight-episode Web series, which is hosted by rapper Iggy Azalea and special correspondent singer Rita Ora this season, kicked off on Thursday on MTV.com. The classic show will also have a presence in this year's Video Music Awards through special House of Style commentary segments mixed in throughout the Aug. 24 broadcast. A 30-minute TV special on the best looks from the VMAs will follow on Aug. 26. Azalea and Ora will also be performing at this year's music awards. Interspersed throughout this season will be product integrations for Unilever's Caress, Degree Women and TRESemm

Read More

Hyundai Will Air an 11-Minute Sci-Fi Short Film During the Ad Breaks of TNT’s Legends Premiere

August 4, 2014  |  Media Week  |  No Comments

Serious commercials are hard to do well, but when you're doing content specifically for TNT's upcoming Sean Bean spy thriller, Legends , it's sort of mandatory. So Hyundai and TNT turned to New Form, the ad shop run by movie idea guys Brian Grazer and Ron Howard, to create an energetic three-part story that will air over a combined total of 11 minutes during the limited commercial slots of Wednesday's Legends pilot. TNT

Read More

Holy Shark, Syfy Builds a Franchise Without Traditional Ads

July 31, 2014  |  Media Week  |  No Comments

Turns out your best marketing tool is word-of-mouth, especially if the mouth in question is filled with rows and rows of gigantic, serrated teeth.

Read More

Inside Homer Simpson’s Gigantic Head at Comic Con

July 27, 2014  |  Media Week  |  No Comments

The inside of Homer Simpson’s head is filled with colorful drawings of the characters from the show named after his family, a giant video screen covering the top interior of his skull—which is about 20 feet in diameter—a brain (presumably to scale) about the size of an ottoman, and two dozen gaping Simpsons-loving fans staring up at the computer-generated mysterious voyage through Homer’s mind created by the marketing team in charge of the single biggest activation at San Diego Comic Con. Homer’s Dome is the name of the thing, according to FXX, which bankrolled and created it, but Mr. Simpson’s noggin takes up maybe a fourth of total Simpsons-occupied area, which resembles a small Coney Island-style amusement park, complete with midway games and a cotton candy machine (the fluff itself is blue, of course). It’s close to another big activation by a sister network, Fox’s zipline over a model skyline for its upcoming Batman spinoff. It’s a little like Springfield is a suburb of Gotham City.

Read More

This Is How Your Financial Data Is Being Used to Serve You Ads

July 10, 2014  |  Media Week  |  No Comments

Wait, who sees my credit card bill, again? We've done a lot of work

Read More

FTC Chair Edith Ramirez Fights for Data Security and Privacy Rights

May 27, 2014  |  Media Week  |  No Comments

One year into her tenure as chairwoman of the Federal Trade Commission, Edith Ramirez is putting the agency front and center as the nation’s leading enforcer on privacy and data security. Through cases like Snapchat, which lied to its users about its privacy practices, and Trendnet, which failed to secure users’ private video feeds, the FTC is setting precedent for how the marketing industry should balance the need to collect consumer data with the need to protect consumer privacy. It never occurred to Ramirez that her law degree would take her to Washington, D.C., let alone run the FTC, at a time when technology has made privacy and data security the defining issue for business and consumers. Her career path was set the minute she met fellow Harvard law school student Barack Obama. She says, “We knew he had an interest in politics, and I knew he would do important things.” Befitting her role as the nation’s privacy arbiter, Ramirez is a no-nonsense individual, not prone to jokes or pleasantries. It’s all business all the time for the San Clemente, Calif., native. Her speeches are precise, carefully worded pronouncements, all assets for the leader of an agency being transformed by privacy and data security issues.

Read More

Here Is Your First Look at the New Disney Channel Logo

May 22, 2014  |  Media Week  |  No Comments

The Disney Channel isn't exactly rebranding, but it is changing its logo and its network IDs to reflect a new, less boxy look that is going live on most of its networks tomorrow. The original logo started life as a temporary fix when widescreen television sets became the norm, and managed to stick for years, Ron Pomerantz, vp of marketing and creative at the Disney Channel, told Adweek. Now that the network is changing its look, Pomerantz and the rest of the marketing group are trying to make sure it's both consistent and sensible. "We took the 'wand ID'"—Disney Channel's iconic station-identification spot, which you can watch below—"which is so important to our network, and made sure it could still work," said Pomerantz. The task was complicated by the wide reach of the Disney brand. "Take Good Luck Charlie, for example," Pomerantz said of a show that's not currently airing in the U.S. anymore. "A lot of countries are still airing it new. Could we take the green-screen of a star like Bridgit Menler and make a wand ID using the new logo?" With some careful tweaking, they could make old footage work with new branding. "A lot of our interstitials that are more evergreen, we have to switch the packaging over to the new packaging. You don't want inconsistency in your brand no matter what your brand is." Richard Loomis, svp and CMO of Disney Channels Worldwide called the development of the product "a global process." "Our team here in Burbank worked with an agency in Burbank, and our team in Germany, and our European regional teams, and there was a team out of a creative agency in Germany," he said. Those agencies, by the way, are Royale (in Los Angeles) and BDA (in Germany), and kudos to them, too.

Read More

Marketers Must Embrace the Transition Into the Post-Television World

April 28, 2014  |  Media Week  |  No Comments

Read More

Media Storm Signs Eyeview as Exclusive Partner

April 22, 2014  |  Media Week  |  No Comments

Independent media agency Media Storm had made a deal with Eyeview to further personalize its video offerings. Charlie Fiordalis, managing director of digital at Media Storm, said that one of the most difficult problems with online video ads is targeting the campaign to reflect viewer location. Eyeview focuses on these location-based techniques and deciphers not only where the person is, but local trends and the user's audience demographic. Last year, the companies had worked together on about 20 video advertising campaigns—including DaVinci’s Demons, Teen Wolf and Rectify—that included a call to action. These included tune-in requests specifying which channel you’d need to watch in your city. “People in New York see a totally different video that people in L.A. That hits a lot of the core challenges we have for tune-in,” Fiordalis explained. Now, Eyeview’s technology will only be used in conjunction with Media Storm's offerings as part of an end-to-end solution for publisher needs. Other optimizations can include the local time the channel is on and which theaters the movie is playing in. Clients that will benefit from this partnership include Starz , FX , CMT, Al Jazeera , Food Network and MTV . "Media Storm is a great partner not only because they’re a market leader with very top tier tune-in customers, but because our companies are both focused on leading 1-to-1 video and marketing,” said Tal Risenfeld, Eyeview's vp of sales. Fiordalis hopes that within a year, the online video targeting technology can be used in television ad campaigns. “We can use the same creative on television,” he said. “It’s going to move into that and serve across and optimize across all screens at once."

Read More

Allstate’s Marketing Boss Talks Up ‘March Mayhem’

March 25, 2014  |  Media Week  |  No Comments

From the now-ubiquitous Good Hands field goal net program to the increasingly chaotic pratfalls of anarchic pitchman Dean Winters, Allstate’s Pam Hollander, senior director of integrated marketing communications, has developed some of the most highly visible marketing activations in sports. On the first big day of the NCAA Men’s Division I Basketball Championship , the Syracuse alum plots out the Xs and Os of the insurance giant’s busy March. This is Allstate’s third year as an NCAA corporate partner. What kind of activations can we expect to see from you in and around March Madness ? Things are going to evolve with our “March Mayhem” positioning, let’s put it that way. Consumers can expect to hear from Mayhem, especially on this, the day of all days, when the inevitable bracket busting begins. So it’s a full-court press on the TV front?

Read More