“Request for Proposal” was directed by Ghost + Cow (the directing duo of John Carlucci and Brandon LaGanke). “The Gen Z Next Door” was directed by Chelsea Lupkin. And “Under the Impression” was directed by Ghost + Cow and Lupkin together. This blurring of the line between consumer and B2B is something Tubi did with its Super Bowl campaign as well. The rabbit-hole spot didn’t just help consumers better understand Tubi, it helped all the media buyers watching understand it, too. “That spot really articulated a lot of what we’ve been saying in our sales conversations and a lot of what we’ve been talking to advertisers about,” Clevenger said. “We’re all watching the Super Bowl. Explaining Tubi visually in such a creative way was not only intriguing to consumers, but to advertisers as well. It made it click.” More news: Programmatic ads will be part of TV upfront deals “While B2B marketing can rely heavily on touting the latest ad tech features or metrics, we wanted to speak to advertisers like consumers by creating branded content to entertain,” said Hunter Fine, creative director at Mischief. “It’s true to Tubi’s unconventional style, and comes hot on the heels of the mischief they made at the Super Bowl.” via Digital Marketing Education https://ift.tt/idmjAQG
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McCrispy: Sometimes in marketing, the simpler the better. Case in point: McDonald’s has experienced a sales bump for giving a new name to its Crispy Chicken Sandwich, now called the McCrispy. As reported by Restaurant Business, “at McDonald’s, getting the ‘Mc’ before a name is a ‘badge of honor’ on the menu.” LosersBed Bath & Beyond: It looks like the long-struggling retailer may be heading to the Beyond itself. After attempts to restructure and raise capital failed, the chain filed for Chapter 11 bankruptcy protection on Sunday. Closing sales at Bed Bath & Beyond’s 360 namesake stores and 120 buybuy BABY outposts have already begun and the stores have stopped accepting the brand’s ubiquitous coupons. (Rivals including The Container Store and Big Lots will take them.) Other retailers that stand to benefit from the brand’s demise include Amazon, where 68% of Bed Bath & Beyond customers said they’ll take their shopping; Target, where 58% said they will go; and Walmart, where 48% intend to shop, according to a recent survey from market research firm Numerator. Bud Light: The Anhesuer-Busch InBev brand is learning the hard way that there is no such thing as middle ground in the culture wars. It continues to deal with sinking sales and backlash from conservatives over its partnership with transgender influencer Dylan Mulvaney. But Bud Light is also feeling the heat from the other side of the political aisle for its response to the uproar, which included two executives going on leave and the brand’s failure to voice any support at all for transgender rights. “The company tucked tail and sought to distance itself from Mulvaney,” is how MSNBC columnist Katelyn Burns put it, adding: “Before jumping into such campaigns that feature queer people or are aimed at queer consumers, company executives need to ask themselves how committed they are. If a conservative boycott is enough to quickly scare them off, it’d be better if they skip the campaign altogether.” Read more: Bud Light’s transgender influencer backlash—what brands can learn from the controversy Samsung: The electronics company reported a 95% decline in quarterly profit—marking its lowest level in 14 years. Samsung attributed the drop to low demand for its memory chips amid consumer pullback on high-end electronics purchases. via Digital Marketing Education https://ift.tt/PYeavbV Beautycounter appointed Jen Lee as its first chief impact officer in August to meet growing consumer demand for broader corporate responsibility initiatives. Lee was previously the brand’s senior VP of supply chain. Lee focuses on overseeing product safety, as well as the brand’s sustainability and advocacy initiatives. “When we see sustainability, we think of waste reduction, but I think our consumers demand that we’re looking at general responsibility as a whole,” she said, such as a company’s charitable giving or safety standards, which don’t fall under sustainability. Given the role’s broad scope and her background in manufacturing and supply chains, Lee is focusing on addressing the company’s so-called Scope 3 emissions, which are the greenhouse gases from an organization’s supply chain that are trickier to measure and reduce. More news: How Dove makes purpose work and avoids AI hype “What I think is valuable about my role is I’m sitting on the executive team embedding our mission” throughout the organization, whereas “usually it would be a department inside an executive’s team,” said Lee. This includes being “part of all non-mission activities,” such as financial discussions. Lee works with the CMO on a “rolling” basis, including “continuously briefing our marketing team” about any initiatives or awards her team is working on. This has included publicizing the company’s work on government regulation such as the Modernization of Cosmetics Regulation Act (MoCRA) in December, she said, which intends to give the FDA more authority to regulate cosmetics such as giving it the ability to issue a mandatory recall if it deems a product unsafe. To encourage employee participation beyond the leadership team, she runs a “mission power hour” which provides training for associates on topics such as lobbying, personal sustainability and the company’s carbon net zero goal. Lee noted that the company plans to focus more on social governance including diversity and inclusion, responsible sourcing and continuing its corporate giving strategy. via Digital Marketing Education https://ift.tt/7J2Q4FK Influencer gifting has become a controversial strategy for brands, with creators calling out the practice as wasteful. And new data shows that gifting is, in fact, inefficient for many brands, with very few gifted products actually appearing in creators’ social posts. Over 60% of 300 marketers surveyed by influencer marketing platform Traackr reported that less than half of the creators they gifted products to actually posted about those products on social media. But despite these lackluster results, 65% of marketers said they will continue to send gifts to an influencer who didn’t include those gifted products in their content. “Not only does this indicate that brands are wasting valuable time and money, it has major implications for the negative impact that product seeding campaigns can have on the environment,” the report states. Several now-deleted TikTok videos from the past year have shown people finding thousands of dollars worth of unused, gifted products thrown away by their influencer neighbors. And the ongoing de-influencing trend, which peaked earlier this year, has rekindled online conversations about the sustainability issues involved in influencer marketing, including excessive gifted products. Read more: Inside TikTok’s de-influencing trend At the same time, however, brands have continued to invest large sums of their influencer marketing budgets into product seeding over the past year. The Traackr report found that 28% of marketers spend between $10,000 and $50,000 on product gifting campaigns each year, while 25% spend between $50,000 and $200,000. And about one in five marketers reported spending more than $200,000 in a single year on gifting products to influencers. via Digital Marketing Education https://ift.tt/67hQCVB Creative collective Wild Gift, home to some of advertising and entertainment’s most exciting storytellers, is pleased to announce that it has signed world renowned Pakistani-Canadian director Sharmeen Obaid-Chinoy for commercial and branded entertainment assignments in the U.S., her first representation for commercial work. Obaid-Chinoy is a global figure – a journalist, filmmaker and humanitarian widely known for her Academy Award-winning documentary shorts Saving Face, a film about a plastic surgeon who returns to Pakistan to provide surgeries to victims of acid attacks, and A Girl in the River: The Price of Forgiveness, the story of a woman in Pakistan who was sentenced to death for falling in love.
Named one of Time Magazine’s 100 most influential people in the world, Obaid-Chinoy is the first filmmaker from Pakistan to win an Oscar and the first female film director to have won two Oscars by the age of 37. Recently, it was announced that she will direct a highly anticipated upcoming Star Wars feature starring Daisy Ridley. Obaid-Chinoy will be the first person of color and the first woman to direct a Star Wars film. Last year, she helmed two episodes of the Disney+ series “Ms. Marvel” featuring the franchise’s first Muslim character, Pakistani-American teenager Kamala Khan who acquires superpowers similar to that of her hero, Captain Marvel. The New York Times included her episodes in its annual “Best Episodes of TV” list in 2022 calling them, “ingenious and surprisingly moving.”
“Sharmeen is in a class all her own,” said Wild Gift Founder David Mitchell. “She’s a groundbreaking and dynamic global artist whose life has been dedicated to inspiring and enriching the lives of others. Sharmeen is a true, honest, and passionate storyteller who has a gift for creating meaningful work that transcends traditional marketing. She is amazingly talented and versatile, and I simply love her work. Throughout her career she has created powerful documentary work, emotional live action scripted films and vividly imaginative animation. There is nothing she can’t do. We are privileged and excited to have her with us.”
“At heart I’m a storyteller and I think that brands today are telling wonderful stories that go beyond the predictable,” said Obaid-Chinoy. “Stories that affect the consumer. Stories that affect our planet. Stories that affect all of us. I want to hold up a mirror to society. I want people to think about the decisions that they’re making. I think that brands are talking about things that they didn’t talk about before that may not be linked necessarily to their brand but definitely are linked to their consumers. If a consumer connects with what you stand for and what you champion and what your worldview is, you’ve already won the battle. These are the stories that speak to me, and I love Wild Gift’s unique ethos of creative and authentic storytelling. I look forward to working with David and his team in bringing these stories to life.”
No stranger to advertising, Obaid-Chinoy directed an uplifting and popular Coca-Cola commercial for the Middle East/South Asia market for the 2018 FIFA World Cup that told the story of an aspiring young Pakistani footballer whose father created footballs for the World Cup by hand in their rural village. Obaid-Chinoy filmed the journey of this young man to Russia where he participated in World Cup opening ceremonies and witnessed his father’s handiwork deployed on the playing field in front of a world audience, further rousing his dreams to pursue a career in the sport.
“I want to continue to work with brands that say, ‘What is our place in the world today?’” said Obaid-Chinoy. “I think it is important for brands to tell stories that leave a lasting impact, that will make us rethink the way we see the world, rethink the way we’ve done things. For me the key is for a brand to tell a story that helps re-define humanity in some way, re-define issues in some way, re-define the way we see ourselves.”
Obaid-Chinoy has made over two dozen films in over 16 countries under her production house label SOC Films, a Pakistan-based film and animation production company, including her acclaimed shorts and other notable projects. Obaid-Chinoy is also the founder of Waadi Animations, Pakistan’s first female-led animation company. Waadi produced Pakistan’s first HD animated and highest grossing animated film feature film, 3 Bahadur and in 2020, Pakistan’s first animated short film, Sitara: Let Girls Dream, distributed globally by Netflix.
“For the last 20 years I’ve been talking about and championing the stories of men and women who are risking their lives every day and who are seeking grassroots change,” said Obaid-Chinoy. “I’m bringing that same approach to directing a commercial. How do we tell this story and how do we make the world root for you? How do we make your consumer root for you? That’s what I’m bringing from my experience and my work around the world.”
Although Obaid-Chinoy has dedicated much of her filmmaking career to shining a light on some of the most complex sociopolitical issues around the globe and has established herself a reputation for spotlighting the untold stories of women subject to injustice, she is also accomplished at telling engaging and entertaining tales of popular culture. Recently, she has been working on a documentary about fashion icon Diane von Furstenberg and is set to direct Paramount’s Brilliance, based on the best-selling suspense-fantasy novel by Marcus Sakey. via Digital Marketing Education https://ift.tt/gX0typU YouTube’s NFL gambitYouTube is the platform with the new NFL rights this year, after it landed NFL Sunday Ticket in a deal that will span at least the next seven seasons. The platform has already been showing off new programs related to NFL, including video series around the NFL Draft, which started this week. YouTube has been putting some of its creators to work with shows related to the NFL. That’s a similar play to how Amazon produced sideshows for “Thursday Night Football” with Twitch stars. YouTube has an event with MediaLink to kick off NewFronts on Monday, but it also scheduled Brandcast, its main advertiser event for May 17, during the so-called broadcast TV upfront week. YouTube, owned by Google, is trying to solidify its ad business under new CEO Neal Mohan. YouTube’s first-quarter ad revenue declined 2.6% to $6.7 billion, according to Google’s quarterly results. Google is promoting prestige content with NFL, but also leaning more into short-form video with Shorts, positioning itself against TikTok, Meta and Snap. “Shorts is still a bit behind,” Chalozin said. Can we get an AIMeta will put AI front and center in its NewFront presentation. CEO Mark Zuckerberg made AI a cornerstone of Meta’s quarterly financial results this week. “I think there’s an opportunity to introduce AI agents to billions of people in ways that will be useful and meaningful,” Zuckerberg said. “We’re exploring chat experiences in WhatsApp and Messenger, visual creation tools for posts in Facebook and Instagram and ads.” Advertisers are interested in how AI can help power targeting in ad algorithms and how generative AI could eventually make ads. Meta will also be talking about Reels, its short videos that compete with TikTok. AI is a core part of how Meta is building recommendation algorithms to deliver Reels to users and keep them tuned into the platform. At the same time, Meta has moved away from developing highly polished videos and long-form series, which used to be at the center of its upfront negotiations with brands now that it is focused on Reels. Last month, Meta dropped “in-stream reserve” as a buying option, which had been an upfront style of ordering inventory for major brands. Snap, too, is pressing the gas on AI. Snap’s NewFront comes in the wake of its partner summit, where the company released an AI chatbot. Snap also has been using AI in its recommendation algorithms and ads platform. On Thursday, Snap posted its first-ever quarterly revenue decline, calling out “continued disruption in demand” for advertising. The platforms will likely promote machine learning technology, but more importantly, buyers are asking for data and ad measurement, said Ashwini Karandikar, executive VP of media, technology and data at the 4A’s, the ad industry trade group. “There is a very clear and explicit ask for better integrated data that is playing a role in how they show up at these NewFronts,” Karandikar said. NewFronts set the TV upfront stageCTV and streaming’s presence in the NewFronts continues to hold strong. Major presentations from Samsung, Roku, NBCUniversal’s Peacock, Vevo and Vizio will once again populate the week, with smaller showcases from BBC, Fubo and Crackle among the mainstage presenters. While previous NewFronts player Tubi hosted an event for advertisers in late March, and advertising newcomer Netflix chose to join the TV upfront week later in May, Roku’s head of U.S. Brand Sales Kristina Shepard said the choice to stay put was strategic. “Roku isn’t fighting for turf in the streaming wars like so many of the other apps are—Roku is the turf,” said Shepard. “We know that you can’t decorate a house before building the foundation, and that’s why you need to buy the platform before you buy the pieces.” For other platforms, such as Samsung Ads, the NewFronts is less about buying and more to showcase innovation and surface trends for TV advertisers, said Cathy Oh, Samsung Ads’ global head of marketing. “That [upfront] buying cycle has certainly gone out the window now, and we’re having conversations about next year already,” said Oh. “I don’t know if the days of one week, all fall [programming] announcements—how much longer that will go for, but I do think folks look at NewFronts as an opportunity to hear about innovation and how we stack against one another.” Measurement continues to be the buzzConversations about media measurement are inescapable. As major TV network groups square off with digital players such as YouTube in a cat fight to prove superiority, CTV and digital platforms will showcase innovations in measurement throughout the week. Likely to bubble up throughout the week are issues native to digital video, including cross-platform ad duplication and measurement inconsistency across FAST channels, as well as growing shifts toward non-demo metrics such as attention and attribution. Roku has already announced data and measurement partnerships ahead of the NewFronts, including a retail attribution deal with Instacart and another with media agency UM to measure diverse-owned media impressions. via Digital Marketing Education https://ift.tt/XKWdlkr A new TV series called BRI, focused on the police’s special forces, is being launched by CANAL+. To promote the show, the brand required a poster featuring all the actors and actresses. BETC Paris, a trusted ad agency, was approached to conduct the photoshoot. The outcome of the shoot will surely surprise you… Instead of going for the usual ultra-glamorous poster designs for ensemble TV shows (such as this, this, this or that), creatives at BETC Paris had another idea: The most extreme photoshoot ever No makeup, no fancy costumes, not even a photographer. But an actual special forces training operation with the targets serving as cameras. The result: raw and real emotions that immediately reveal the tone of this new TV show. And also the series ended up being the biggest original creation for CANAL+ in the last 4 years (confirmed by the Chairman of the network himself here on Twitter) Inspired by the real lives of special forces of the police, BRi tells a realistic and authentic story lifted by the performance of the actors, who underwent an actual police training during several weeks with current members of the special unit depicted in the show. Thrilling, passionate and captivating, BRI was made to give viewers a look into the world of special forces and the numerous challenges that they are facing. via Digital Marketing Education https://ift.tt/w5KbR0M We also tweaked the timings, introducing a five-minute delay before asking participants to remember the words. Not as long as we need to remember ads in real life, but a step closer to reality than Begg’s immediate recall. Our results were even more pronounced than the original study. Participants remembered 6.7% of the concrete phrases, but just 0.7% of the abstract ones. That’s a ten-fold difference. These lab studies are also supported by real-world evidence. The book “Made to Stick” describes the analysis of ancient stories conducted by Michael Havelock, a classicist at Yale. Havelock has shown that stories that have been passed down by word of mouth, such as the Odyssey and the Iliad, have plenty of concrete words but few abstractions. Begg suggests that concrete phrases are stickier because we can visualize them. What should marketers do?To boost memorability, take a look at the language you’re using. Strip out anything abstract and replace it with something real. Never use words such as durable, fast, easy or innovative without explaining in concrete terms why these adjectives apply. One great example of concreteness in action comes from Apple’s early iPod days. While other MP3 players of the day emphasized their storage size in megabytes, Apple made it real with “1,000 songs in your pocket.” The consumer was able to picture the device in their jeans pocket, easily storing all their favorite tunes. That act of visualization helped cement the claim in the mind. Apple’s preference for concrete language is not as common as it should be. Far too many brands are attracted to vague abstractions such as Rightmove’s “Find Your Happy” or Hitachi’s “Inspire the next.” Work hard to paint a picture that your customers can imagine. Even better if they feature in that scene—like the iPod in their pocket. And they’ll literally keep you in mind. If you can create a scene as impactful as a rainbow, like Typo’s limited rainbow experience, then you’re really onto something. via Digital Marketing Education https://ift.tt/tU6N2gf Yabie make a holistic point-of-sale system and payment terminal that you can set up right on your phone or tablet. Many cafés and restaurants use Yabie, and through that Yabie knows a lot about where the freshest buns can be found around Stockholm. Thanks to a collaboration with Ocean Outdoor, the “Last Call” initiative has been made possible. Using specialized technology, Yabie’s café patrons can now easily indicate which pastries remain unsold at the end of the day, preventing waste from being needlessly discarded. Food waste is bad for the environment, business, and everyone’s bottom line. The offer will be displayed on carefully chosen outdoor billboards, targeting Stockholmers during their commute from work. These billboards will provide real-time updates on the discounted price, and also offer location details for the nearest cafe along their route. Why not get yourself a treat when it’s half off? How clever!
Innovative indeed, this is very useful for everyone involved, including me with a sweet tooth on my way home from the office. 100% approve! via Digital Marketing Education https://ift.tt/Deumt7X California Pizza Kitchen taps Acadia as media AORCalifornia Pizza Kitchen named Acadia as its media agency of record. Part of the restaurant chain’s media remit moving forward includes creating more “hyper-local” and targeted ads, according to a statement by Acadia. It’s unclear whether there was a review. “We’re emphasizing ways to motivate known customers to consider CPK more often,” Scott Hargrove, CMO of CPK, said in a statement. “We can compete more effectively with precise, measurable, local media that inspires guests to come and try us one more time. Acadia has the prowess in analytics, digital media, and e-commerce to get the granular, accountable results we need.” 305 Worldwide takes on a new ECDHorizon Media named Nicky Lorenzo as its SVP, executive creative director for its culture-first agency 305 worldwide. Lorenzo, who will lead creative for the agency as part of this newly created role, previously worked at Taylor Global as a senior VP, group director. “Nicky is proven to drive impact and growth through connected creative direction and execution, her experience brings us an immediate competitive advantage and reflects our strength as an emerging leader in the space,” said Roberto Alcazar, executive VP, managing partner, executive creative director at 305 Worldwide, in a statement. Just brieflyLauren Douglass was named PMG’s managing director and head of marketing, a newly created role. She joins the agency from Channel Factory, where she was SVP of global marketing. The California Raisins selected Influencer and branded content agency Sway Group as its lead agency to handle influencer marketing, following a formal review. Chemistry promoted Jason Dille to be its first chief media officer. Dille most recently held the title of executive VP and has been key to growing the agency’s media to over $100 million. via Digital Marketing Education https://ift.tt/A9hGXHz |
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