Smirnoff's new Start Pure Ad featuring Pharrell Williams.
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Smirnoff Start Pure
Smirnoff's new Start Pure Ad featuring Pharrell Williams.
Reebok Classics Presents: Lauryn Hill
While the world has certainly changed since 1998, The Miseduction of Lauryn Hill is as relevant then as it is now. Reebok Classic sat down with Lauryn to find out exactly what that album meant to her while she was making it and why it went on to become a classic.
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Mozambique Music Awards
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DDB Mozambique, Maputo, Mozambique
Creative Director: Lenilson Lima
Art Director: Giuseppe Lira
Copywriter: Zeca de Oliveira
Illustrator: Otávio Rodrigues, Giuseppe Lira e Maísa Chaves
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Make your Franklin
Make your Franklin is a community art project.
Make your Franklin is international, bearer of a cultural reflexion.
With this mind, Make your Franklinsuggest each of you to re-create a symbol of modern society : the 100$ banknote.
more here: http://makeyourfranklin.com
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IMAGES’ Digital Focus
McNeil, president and CEO of IMAGES USA (No. 6 on the BE Advertising Agencies list with $86.5 million in billings), fully appreciates this evolution by using technology to give his firm its competitive advantage. “Years ago digital was something that a lot of people didn’t understand. Nowadays, digital is the industry that we’re in. It’s no longer just a part of it,” he asserts. “For every single plan, every single client, every single opportunity that we bring to the table, there is a direct digital focus within the opportunity.”
IMAGES has expanded this thrust as the climate has grown increasingly brutal for black-owned agencies. These firms must contend with competitive pressure from larger general market agencies that have developed in-house multicultural marketing shops, as well as potential clients’ decreased ad spending to reach African American consumers in favor of the faster growing Latino market. Despite these challenges, McNeil forges ahead with a staff that stays ahead of consumer trends and understands how to strategically deploy a mix of digital solutions for clients.
GO DIGITAL OR DIE
Why is this important? Take a look at the statistics. Americans spent 22.7% of their time online engaged in social media in June 2010, compared with 15.8% for the same activity in 2009—an increase of 43%, according to Nielsen. “Given the tumultuous last few years and given the tectonic shifts in how we communicate with people via apps and mobile, some agencies are less prepared than others to really meet some of the new needs that are cropping up,” says Greg Head, president of HEADFIRST Insights & Strategy, an Atlanta-based marketing research firm. “Bob does a tremendous job of acquiring great talent out of large agencies and different organizations.” This seems to have given IMAGES a competitive advantage, Head adds.
Among Affluent Americans, Print Media Is Tops
from AdAge
Mark Twain famously quipped that news of his death was exaggerated when the press mistook his cousin's serious illness for his own. Today, much the same could be said about traditional media. It seems that its death is foretold by any number of pundits with every new release of data on social media and digital devices. (Facebook's 500 million members would make it the third-largest country in the world! Ashton Kutcher has more than 7 million Twitter followers! IPad-mania sweeps through coffee shops around the world!)
Of course, there is no denying the rapidly growing and truly disruptive impact of new devices and social media. But at the same time, there is also no denying that traditional outlets are thriving in the lives of consumers today, and that they form the core of how most consumers interact with media. This is true for the general population, and it is even true among the affluent Americans that we study, even though they have the discretionary income to indulge in an array of devices, as well as the digital literacy to get the most out of them.
Throughout 2011, we have used our Mendelsohn Affluent Barometer to track new and traditional media use among American Affluents. This monthly survey consists of more than 1,000 online interviews with respondents making at least $100,000 in annual household income -- in other words, the 20% of Americans who account for about 60% of U.S. income and approximately 70% of U.S. net worth. The survey was conducted between March and May 2011.
When asked how they read magazines, 93% said they read hard-copy print versions; in contrast, less than a third read them on computers, and no other format garnered more than 10%. The same pattern is evident for newspapers, which 86% read in print, compared to the 39% who read them on computers, and 14% who read them via smartphone. TV shows are watched on TVs by 94%, followed by 23% who watch them on computers. Websites are viewed on computers by 94%, followed by 32% viewing them on smartphones. The pattern is clear across all media. The vast majority consume content through its most traditional outlet: magazines and newspapers in print, websites on computers, video content through TVs and so on.
Media usage among all Affluents. Source: Mendelsohn Affluent Barometer
Similarly, we explored data on the importance of traditional media in our Ad Age article last month, "Media Use in Extraordinary Times." When asked how affluents followed Osama bin Laden's death, network TV topped the list, cited by 70%, and an additional 40% cited printed newspapers. Similarly, when asked how the followed the earthquake, tsunami and nuclear crisis in Japan, network TV again topped the list, cited by 76%, with an additional 49% citing printed newspapers.
It has been well-documented that younger consumers differ in their media-consumption patterns from their older counterparts, and certainly they have been earlier adopters and heavier users of some emerging and alternative platforms. But even today's younger generation shows the characteristic pattern of tending to consume media through its most traditional outlet, even as they show more cross-platform "experimentation." For example, among those aged 18-34:
88% read magazines in print, followed by 35% who read them online
Newspapers show the greatest amount of experimentation -- 70% read newspapers in print, followed relatively closely by 54% who read them online
94% view video content on TV, followed by 35% who do so on computers
93% read websites on computers, followed by 38% who do so on smarthphones
Media usage among Affluents ages 18-34. Source: Mendelsohn Affluent Barometer
Of course, we're not denying the widespread use and tremendous impact of "new" media. It is vitally important in the lives of consumers, particularly Affluents, and is becoming more so. Moreover, any business that suddenly finds 20-30% of its best customers "experimenting" with less profitable options (from "analog dollars to digital dimes") will face serious challenges. Reports of Twain's death were indeed exaggerated when he made his famous remark in 1897, but perhaps those reports are better characterized as premature; he had 13 more years left before an obituary became appropriate. Reports of the death of traditional media are equally premature.
ABOUT THE AUTHOR
Bob Shullman and Stephen Kraus are president and chief research and insights officer of Ipsos Mendelsohn, respectively. The Affluency column appears monthly on AdAgeStat.
Gap 1969 Denim Profile: Nicole King-Burroughs
Nicole started her career as an intern at Gap. "I basically joke that I was born and raised at the Gap," she says. "Everyone here basically lives into the lifestyle as well. We're really designing for ourselves." See Nicole at work in Gap's L.A. denim studio.
cred:
Ogilvy and Mather
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KIss My White Ads
Cliches in stereo or in stereotypes; At any rate they abound in this spot and it's chuckle-worthy if you can get past all the banality. The black woman on white man's lap nicely balanced out by white woman on black man's lap. This spot screams misogyny and the women are from a bygone era that probably never really existed. The lovely maxim of black sassy back up singers and melodic R&B dulcetly delivered in a blue-eyed soulful falsetto all add up to a commercial that's gonna piss some people off. Not me so much, but somebody. I thought the music was great, it reminded me of the Flight of the Concords show I miss so much and the humor is actually on par with the show. What did you think about it?
cred:
Leo Burnett, Sydney, Australia
Executive Creative Director: Andy DiLallo
Creative Director: Tim Green
Copywriters / Art Directors: Rupert Taylor, Tim Green, Andy DiLallo
Agency Producer: Rita Gagliardi
Client Service Director: Peter Bosilkovski
Account Director: Jodi McLeod
Senior Account Manager: Sam McGown
Planner: Warwick Heathwood
Production Company: MJZ
Director: Tom Kuntz
Director of Photgraphy: Alwin Kuschler
Editor: Gavin Cutler
Exec Producers: Jeff Scruton, David Zander
Production Designer: Andy Reznik
Music: Song Zu
Music Director: Ramesh Sathia
Sound Design: Abigail Sie
Lyrics: Rupert Taylor, Tim Green, Andy DiLallo
Music: Ramesh Sathia, Nathan Cavaleri
Producer: Larissa Coupe
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