Posts Tagged ‘time’

Ad of the Day: A Dangerous Disco Ball Ends Up With the Perfect People, Thanks to Letgo

August 17, 2016  |  Media Week  |  No Comments

We've all been guilty of going to great lengths to hang on to items with sentimental value, but a new ad for marketplace app Letgo reminds us there's always a better home out there. The spot, "Disco Ball," from Crispin Porter + Bogusky Miami, keeps up the app's marketing approach of creating ads in the style of big-budget Hollywood action films (see below in case you missed the earlier spots). This time around, the director is Craig Gillespie, best known for 2007's Lars and the Real Girl and 2011's reboot of Fright Night. While the previous ads took place mostly in one location, this time we watch as two women weave through epic car crashes—likely of their own creation—while debating the merits of keeping a massive disco ball. Luckily, the right group of friends comes along to help.

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Olympic Roundup: Michael Phelps ‘Not Coming Back in 4 Years’

August 13, 2016  |  Media Week  |  No Comments

Friday Michael Phelps put an end to any speculation that he will return to the Olympic games in four years, and Katie Ledecky smashed her own world record for the 800-meter freestyle. The U.S. remained on top of the medal count (now 50) again on Friday. Here's what marketers need to know about the last 24 hours of the Olympics: Michael Phelps on Olympic Future: 'I Am Not Coming Back in Four Years' Ryan Lochte speculated that competitor Michael Phelps will be returning to the pool at the Olympic games in four years. However, Phelps himself confirmed that he is in fact retiring. (USA Today) Here's the total medal leaderboard as it stood going into Saturday, according to NBC Olympics: Leaderboard United States: 50 China: 37 Japan: 24 Great Britain: 22 Russia: 22 Ledecky Defends 800-Meter Free Title, Crushes Her Own World Record Michael Phelps isn't the only swimmer who made news at the Olympics on Friday

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It’s Official: Roger Ailes Resigns From Fox News Amid Sexual Harassment Allegations

July 21, 2016  |  Media Week  |  No Comments

After a flurry of bizarre reports earlier this week, confirmed then quickly denied, about Roger Ailes' exit from Fox News, it's now official: The chairman and CEO is departing the top-ranked cable news network he co-founded in 1996. Ailes has resigned, effective immediately, 21st Century Fox announced. Rupert Murdoch, executive chairman of 21st Century Fox, will take over as chairman and acting CEO of Fox News and Fox Business Network. "Roger Ailes has made a remarkable contribution to our company and our country. Roger shared my vision of a great and independent television organization and executed it brilliantly over 20 great years," said Murdoch in a statement. "I am personally committed to ensuring that Fox News remains a distinctive, powerful voice

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Why This Agency Created an Ad-Free, Niche Cooking Magazine

July 8, 2016  |  Media Week  |  No Comments

A new magazine hit newsstands this week—a niche cooking magazine called Sous-Vide—and the team behind it might surprise you. The cover of Sous-Vide's debut issue. While the concept for the magazine came from company Cuisine Solutions, 95 percent of the content created for it was composed by creative agency HZDG's content studio. Yes, an advertising agency is behind a new glossy magazine that also happens to be ad-free. "There's a whole new sector of publishing bubbling up within the media landscape, there are a whole new stable of magazines that are focused on enthusiast audiences and hyper-niche subject matter," Sarah Schaffer, head of the HZDG Content Studio, said. "People are changing the way content is produced and consumed, so I don't think [producing an ad-free magazine] was that shocking to us." Selling for $9.99 at stores including Whole Foods, Costco and Trader Joe's, the magazine will publish twice a year for the time being. The magazine is meant to be a "cuisine solutions publication," for chefs and foodies across the country.

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Visit Houston Uses VR to Help Bust the City’s ‘Tumbleweeds and Cattle’ Stereotypes

July 7, 2016  |  Media Week  |  No Comments

Houston is the fourth largest city in the U.S., and one of the most diverse, yet it's still not a hugely popular tourist destination. "We still have to dispel beliefs that Houston is where the tumbleweeds and cattle are," said Mike Waterman, president of Visit Houston, the city's convention and visitors bureau. To do that, Visit Houston is launching a virtual reality experience that puts potential visitors at the center of the action. The experience, created with VR company YouVisit, will give viewers a 360-degree view of Houston's attractions such as the NASA Space Center, Minute Maid Park, the Houston Ballet and the city's museums and parks. It includes a tour guide avatar that offers brief explanations about each destination. "We're trying to provide new visitors with experiences that are memorable, and therefore marketable," Waterman said. "We sat down and thought about the 12 most interesting venues that would entice people to watch the content. The hope is that once people see the content, they'll be so excited that they'll book a ticket to Houston." People spend an average of 10 minutes watching YouVisit's VR pieces, which have also included experiences for Mercedes-Benz Fashion Week Russia and Alaska and Vietnam tourism. "In the online world, 10 minutes is an eternity," said Abi Mandelbaum, CEO of YouVisit. "For travel destinations, when you're able to put that perspective traveler in a VR set and give them a glimpse of what it would be like to be there, their desire to experience it in real life jumps dramatically." YouVisit also tracks viewer data, which will help Visit Houston inform its future marketing efforts based on how many people are watching, where they're located, and which destinations are grabbing their attention, Mandelbaum added. "It lets the data do the talking. You look at what they're spending their time on, and then continue to enhance the experience and marketing message to hone in on things they're interested in," he said. "That informs the messaging that the destination can use to continue to attract more visitors and drive better results." The VR experience should help Visit Houston reach its goal of 20 million visitors by 2018, an increase from 14.9 million in 2014 and 17.5 million in 2015, Waterman said. "When we go into a NASA buoyancy lab and capture astronauts training, or we film the Houston Ballet during the rehearsal, or the signing of the National Anthem at Minute Maid Park during an Astros game, that's content that people will want to watch. If we produce the right kind of content, people will want to consume it." Mandelbaum expects more tourism organizations to embrace virtual reality in their marketing efforts in the future. "It's an experience that you can't get from Trip Advisor or Yelp," he said. "When you can get a traveler to feel what it's like to actually be there, it changes the game and moves your destination to the top of the list because you've offered them something memorable."

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Chicken With a Beef: the Untold Story of Chick-fil-A’s Cow Campaign

June 17, 2016  |  Media Week  |  No Comments

Stan Richards, founder and creative director of ad agency The Richards Group, was sitting in a routine staff meeting in 1994 when he learned his agency won the Chick-fil-A account. He didn't find out in an email. No phone call came in breaking the good news. Instead, David Salyers—then vp of national and regional marketing at Chick-fil-A—ventured from Atlanta to the agency's Dallas headquarters on a whim. Salyers arrived, unannounced, and boldly walked into the meeting. He stopped whatever conversation was taking place and shook Richards' hand. "We want you to be our new agency," he said with a smile. In that moment, Salyers made a promise to Richards that the agency said still rings true today: "We will never be your biggest client, but we will do everything we can do to be your best client." And, Richards tells Adweek, "that's exactly what they've done over all those years." The underdog chicken In the early '90s, Chick-fil-A was primarily known for being a mall-based fast-food chain, but beginning in 1994, the chain started slowly shifting its focus to freestanding units. With that shift came a new batch of competitors—big burger joints.

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Prime Minister Justin Trudeau Tries to Lure More Americans to Canada in New Tourism Campaign

May 31, 2016  |  Media Week  |  No Comments

To attract more U.S. tourists, Destination Canada, the country's national tourism marketing organization, brought in the big guns: Canadian Prime Minister Justin Trudeau, whose good looks and feminist viewpoints have won him lots of American fans. (At a state dinner in March, President Obama called him "the most popular Canadian named Justin." Move over, Bieber.) Trudeau appears in the first video of Destination Canada's three-year campaign, "Connecting America," which launched this month and will include ads and social media content for the U.S. market that showcases Canadian destinations. "Our research tells us that there are 30 million Americans actively considering Canada when they're looking at online travel choices, but the perceptions are that we're cold all the time, that we're far away, and that we lack urban sophistication and culture," said David Goldstein, president and CEO of Destination Canada. "Previous campaigns have done a great job at extolling the natural virtues of Canada, but the average American consumer has a hard time of figuring out what to do and where to go." Over steak and seafood at a Montreal restaurant, Trudeau talks with Top Chef winner Kristen Kish about Canada's culinary scene, the country's unheralded wine industry, and off-the-beaten path rural and urban vacation experiences. "We boldly approached the prime minister's office to see if he would help us. It was in the wake of his first state dinner with Barack Obama, and there was a certain buzz about him," Goldstein said. "He was more than happy to pitch in, and we couldn't ask for a better spokesperson." From 2014 to 2015, the number of U.S. visitors to Canada actually rose by 8.3 percent, to 12.5 million, accounting for 70 percent of all international arrivals, according to Destination Canada. Nonetheless, the organization wants to get back to its pre-9/11 levels of 14.5 million American visitors. The goal of the new campaign, its first national tourism initiative in the U.S. since 2011, is to get U.S. travelers to book trips to Canada, Goldstein said. "Often, in destination marketing, you're hoping to get brand awareness. Brand is important, but we're not selling a destination, we're selling experiences

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Steve Harvey on Advertising Inequality, His Punishing Schedule and Retirement Plans

May 24, 2016  |  Media Week  |  No Comments

For his cover story in last week's issue of Adweek, Steve Harvey talked about how he juggles four hit TV series (soon to be five) and a radio show , and how he survived his Miss Universe debacle and came out the real winner . But with so many shows and project on his plate, there wasn't space in the magazine for everything that Harvey discussed. Here are the best moments that didn't make it into the story, including Harvey's thoughts on his punishing schedule, why his shows don't always bring in the ad revenue that they should and how he plans to spend his retirement: Six shows, three cities Harvey wasn't kidding when he said his mantra is to make every minute count. Filming five TV shows and a radio show requires him to commute between three different cities: Atlanta (his home, where his business offices and radio studio are located, and where he shoots Family Feud 10 weeks each summer, four episodes a day, for 200 shows a season), Chicago (he tapes two episodes of his talk show each Tuesday and Thursday, from late August to May, 140 episodes per year); and Los Angeles (he taped Little Big Shots for a week last October and a weekend in November; Celebrity Family Feud shoots two weekends in March and Dream Funder, his upcoming ABC series, will film on weekends sometime between October and November). And 272 days a year, he records his four-hour morning radio show from whichever location he happens to be in. Harvey works nonstop—sometimes six or seven days a week—except for three weeks around his wedding anniversary every year, and two weeks at Christmas. He knows that five weeks of vacation sounds like a luxury to some, "but it's 47 weeks of high level intensity on-camera, in your face. It's a lot of pressure right now. I can handle it, because I enjoy what I do. But I don't know how long I'll do all of them." (In the story, he said that he plans to walk away from one of his TV shows: "I do love all of these gigs, but something is going to have to go for sure.") Advertising inequality During his cover interview, Harvey spoke out against the industry's tendency to marginalize him as an entertainer who only appeals to minority audiences. His WB sitcom drew ratings similar to those of other shows on the network, like Buffy the Vampire Slayer, yet received fewer ad dollars because it was deemed a "black" show. "We've got to stop that. Pay a person for the number they get, and pay the advertising on the show based on the number that show gets. They find a way to cheapen it by saying, 'Well, you've got too many African-Americans watching here, too many Latinos, not enough whites. They use that just to get a lower rate and that's so unfair, man," said Harvey. "Every corporation has a 'multicultural marketing department,' which is just another word for the blacks and the Mexicans. Really, that's what it is. And that's so ridiculous. Family Feud isn't big because of black people or just white people

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Esquire’s New Editor Wants to ‘Reimagine the Way Fashion Can Be Done’

May 23, 2016  |  Media Week  |  No Comments

Specs Current gig Editor in chief of Esquire; editorial director of Town & Country Previous gig Editor in chief of Town & Country Age 46 Twitter @jayfielden Adweek: Growing up, were you an Esquire reader? Jay Fielden: Sure I was. I tell this story in my first editor's letter, when I was about 13 or 14 and growing up in San Antonio, I started getting into magazines, and Esquire and The New Yorker were two magazines that I just got curious about and wanted to know more about. They were probably both a little above my head at the time. But I started having that experience with magazines that I envision still being the most powerful thing a magazine can do, that kind of religious conversion where you realize you want to see this thing every month. So that was the beginning. What made Esquire such an important brand? Because it was genre-busting. When you have Nora Ephron writing about breasts, when you have Joan Didion writing for it, when you do the kind of covers they did, a lot of it punched through the culture. It was something highly relevant, on the pulse, fitfully trying to and succeeding at often leading the cultural conversation, saying things no one else was, doing things no one else was. What changes will you be bringing to the magazine? Even though there's a tremendous history there, this is a moment where you have to pretend there's no history and see it as just a reboot and an opportunity to ask the hardest questions. I just spent five years at Town & Country reimagining what Town & Country was. [At Esquire], I want to reimagine the way fashion can be done in the pages, and I want to make sure that the level of the writing and the journalism kind of becomes a constant throughout all the pages. I don't want it to feel like there's two different guys reading this: one who's reading it for the fashion and the style, and then one guy who wants it for the 10,000-word well-reported article

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Esquire’s New Editor Wants to ‘Reimagine the Way Fashion Can Be Done’

May 23, 2016  |  Media Week  |  No Comments

Specs Current gig Editor in chief of Esquire; editorial director of Town & Country Previous gig Editor in chief of Town & Country Age 46 Twitter @jayfielden Adweek: Growing up, were you an Esquire reader? Jay Fielden: Sure I was. I tell this story in my first editor's letter, when I was about 13 or 14 and growing up in San Antonio, I started getting into magazines, and Esquire and The New Yorker were two magazines that I just got curious about and wanted to know more about. They were probably both a little above my head at the time. But I started having that experience with magazines that I envision still being the most powerful thing a magazine can do, that kind of religious conversion where you realize you want to see this thing every month. So that was the beginning. What made Esquire such an important brand? Because it was genre-busting. When you have Nora Ephron writing about breasts, when you have Joan Didion writing for it, when you do the kind of covers they did, a lot of it punched through the culture. It was something highly relevant, on the pulse, fitfully trying to and succeeding at often leading the cultural conversation, saying things no one else was, doing things no one else was. What changes will you be bringing to the magazine? Even though there's a tremendous history there, this is a moment where you have to pretend there's no history and see it as just a reboot and an opportunity to ask the hardest questions. I just spent five years at Town & Country reimagining what Town & Country was

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