OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.

Read Making magic, using logic: the Ogilvy Branded Entertainment Assessment Model^TM.

May 20th, 2013

BRANDED ENTERTAINMENT

Ad of the Day: Hot Wheels AdWeek 05.13.13 How much Hot Wheels fantasy can you stand? For the past couple of years, the Mattel-owned brand has focused on appealing to older kids (and maybe a few nostalgic geezers) who are still boys at heart. That’s meant building real-life versions of Hot Wheels toys as staging grounds for totally insane, and sometimes record-breaking, automotive stunts—like near-vertical drops,upside-down driving, and corkscrew jumps.

How to Attract Eyeballs to Branded Content AdWeek 05.13.13 Web publishers and big brands are starting to feel the pull of Gravity. The four-year-old Web personalization tech firm, founded by former Myspace COO Amit Kapur, helps publishers surface more relevant content to their users based on a wealth of data. Since opening its platform to publishers via an API in February, Gravity has been adopted by 50-plus sites, including TechCrunch, Sporting News and Wetpaint. And more recently, Gravity has started helping brands like Gap, McDonald’s and Tide to attract more eyeballs to branded content.

A Top Linkedin Exec on Why Content Marketing Matter More than Ever Fast Company 05.10.13 In the past few years, there’s been a real transformation in the way people consume information and communicate. Fueled by the mass adoption of social platforms, this transformation in consumer behavior demands that the ways we market also evolve. This is especially true in business-to-business where brands compete in a content-flooded environment with countless information sources to capture buyers’ attention.

ADVERTISING

ABC to Test Expanding Nielsen Ratings to Mobile AdAge 05.14.13 ABC will begin measuring advertising in videos viewed with mobile and tablet apps during a trial run with Nielsen, the network said at its upfront presentation to ad buyers Tuesday afternoon. It will be the first test expanding Nielsen’s Online Campaign Ratings to mobile, allowing ABC to measure audience demographics and understand the reach and frequency of online campaigns within apps, according to executives. Nielsen’s online ratings currently include video viewed on computer and tablet browsers.

Facebook ‘Partner Categories’ Boosts Ad Engagement Online Media Daily 05.13.13 Facebook in April debuted a new targeting feature dubbed partner categories that uses members’ online purchasing histories and location to tailor ads. The self-serve ad option allows marketers to target ads across some 500 specific audience segments using third-party data from providers including Acxiom, Epsilon and Datalogix.

13 Timeless Lessons from the Father of Advertising Copy Blogger 05.10.13 In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” In his years as an advertising executive and copywriter, Ogilvy created some of the world’s most successful and iconic marketing campaigns, including the legendary Man in the Hathaway Shirt, plus notable efforts for Schwepps, Rolls Royce, and the island of Puerto Rico among many others.

When it comes to bringing together the best ingredients to make the best memories, Hellmann’s has decades of experience – 100 years to be exact. New York deli-goers discovered a condiment that made their club sandwiches even more delicious. The secret ingredient was the deli owner Richard Hellmann’s family recipe for mayonnaise, which would become one of America’s most enduring and iconic food brands:  Hellmann’s Mayonnaise.

Fast forward 100 years to today, Hellmann’s is inviting fans everywhere to join its birthday celebration and take a trip down memory lane with a century of America’s most delicious recipes. The festivities begin online and culminate in September at Hellmann’s larger-than-life “Blue Ribbon Table” event – set to be the World’s Longest Picnic Table – in New York City.

Adweek interviews Doug Scott in Hawaii during the CLIO Awards judging week to chat about the brand spankin’ new Branded Entertainment & Content category.

Watch more interviews with CLIO judges at www.adweek.com/topic/six-clio-questions. For the full list of 2013 winners, visit www.clioawards.com/catalog/2013/branded_entertainment/.

Amongst the happy Ogilvy crowd is OgilvyEntertainment’s Creative Director Otto Bell, fifth from left, and Director of Strategy & Operations Abby Marks, sixth from left. OgilvyEntertainment’s The Horizons Project for client DuPont earned two bronze statues in the inaugural Branded Entertainment & Content category for Mixed Campaign and Television.