Monthly Archives: November 2012

OgilvyEntertainment Congratulates Coca-Cola on Cannes Marketer of the Year Award

OgilvyEntertainment and the agency at large is pleased to congratulate Coca-Cola for being named Creative Marketer of the Year at the 2013 Cannes Lions International Festival of Creativity. Despite winning 100 Lions in the last 50 years, this is the first time the Coca-Cola Company has been honored with the top client award (previously known as Advertiser of the Year). The award will be presented at the festival in June 2013 but Cannes Lions decided to name the recipient of its top marketer award in advance of its 60th anniversary, which will certainly include a multitude of celebratory announcements.

In the words of Joe Tripodi, Executive Vice President and Chief Marketing & Commercial Officer of the Coca-Cola Company: “Creativity has been and always will be at the heart of our brands. It fuels our business — with consumers, customers, fans, agencies and partners all over the world.”

 

Nominate OE’s Stories of Inclusive Innovation for the Streamy Awards Today!

Our DuPont Stories of Inclusive Innovation series is in the running to take home up to three Streamy Awards, honoring the best in online video. To move to the next round of judging, we need YOUR help to nominate us for (1) Best Non-fiction, (2) Best International Series, and (3) Best Branded Entertainment. Vote for #StoriesofInclusiveInnovation for all 3 categories using The Streamy Awards’ Twitter-led nomination process available here: http://bit.ly/11cCYFS. But don’t delay…voting ends this Friday, November 30th.

We also invite you to help spread the news by sharing this sample tweet on Twitter: Nominate @OgilvyEnt’s #StoriesofInclusiveInnovation NOW for The @Streamys Awards http://bit.ly/11cCYFS!

Industry News 11.19.12

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 ModelTM.

BRANDED ENTERTAINMENT

Fiat: Branded Content Better Tell A Good Story Media Post Publications 11.09.12 Fiat is Chrysler LLC’s fastest-growing brand, but a couple of years ago it experienced serious problems getting off the ground. A big piece of that was awareness among a younger, creative, urban crowd of people fitting the Cinquecento target.

Axe Sponsors Comedy Tour Media Post Publications 11.09.12 Axe Hair has teamed up with young comedians to create the “Splitting Hairs” Comedy Tour in conjunction with Comedy Central. Kicking off at the New York Comedy Festival on Nov. 9, each “Splitting Hairs” live show will feature Abby Elliott and Owen Benjamin. The show will include live and pre-taped segments and audience participation. Comedian David Koechner will serve as moderator.

Telemundo, Trident Raise the Game for Social TV and Branded Entertainment brandchannel 11.09.12 Jack Myers, CEO of Jack Myers Media Business Report, opened the Social TV Summit in New York on Thursday by noting that there has been, and will be, more technological evolution taking place in the next decade than all the new technology that has emerged since the Industrial Revolution.

ADVERTISING

Mobile Video Tops Web, TV In Ad Results Media Post Publications 11.13.12 Earlier this year, mobile video ad platform AdColony teamed up with Nielsen and Universal Pictures to test the effectiveness of 15-second video spots for a new movie release across TV and mobile screens. The multiscreen effort delivered much higher brand metrics than just the TV ads alone.

Occupy Billboards: Reclaiming Outdoor Advertising for Mother Nature brandchannel 11.09.12 Everywhere you look are advertisements: on your clothes, on your gas-pump handle, on manhole covers, or on the front of your subway card. But one man is aiming to create a special spot where consumers will be advertising-free. Strangely, though, it’s a place that has long been a home for advertisements: the billboard.

Facebook’s Newest Ad Offering Media Post Publications 11.09.12 If you’re working in the ad industry, there’s one question that’s even more intriguing than the last scene of “The Sopranos” — just how will Facebook be able to grow revenue and send its stock price soaring? In the recent past, Facebook launched several new advertising initiatives to make its platform more appealing to advertisers, and extended the scope of its Facebook Offers product by making it available on its mobile app.

ENTERTAINMENT

Google TV Update Adds Universal Voice Search, Rebrands Movies & TV Store To “Primetime” Tech Crunch 11.14.12

Google TV is adding a new feature that could make it easier for users to search and navigate all the different content on various video applications, without having to use keypads or clunky text interfaces. It’s also rebranding its digital video store PrimeTime, as a way to entice users to shop for — and buy — movies and TV shows on their devices.

Nielsen: TV Usage Of ‘TV’ Continues to Erode, Mobile Is Fastest-Growing Segment Media Post Publications 11.13.12 The amount of time Americans spend watching “TV” via a traditional television set continues to decline, according to the latest edition of Nielsen’s quarterly Cross Platform Report. While television remains the overwhelming means most people use to watch “television,” usage of the medium declined 1.7% over the past year, according to the second-quarter 2012 report.

Guitar Hero Co-Creator May Be New Hero to Mobile Gamers brandchannel 11.12.12 Game developers are hoping that consumers will continue buying game consoles for their TVs as well as separate mobile gaming devices for their needs when they are on the run. But the work of one gentleman who has made a veritable boatload of cash from the gaming world may help bring those worlds together, much to the chagrin of gaming companies.

MEDIA & TECH

Il Palazzo: Prada Launches First Mobile App as Virtual Gallery brandchannel 11.14.12 Prada has launched its first mobile app, an extension of a visual partnership with fashion illustrator Richard Haines — a major digital move for the Italian fashion label, one that it describes as the culmination of “a multi-platform project combining hand-made artistry and cutting-edge technology.”

Google Introduces ‘Shortlists’ for Collaborative Shopping Mashable 11.13.12 Google has rolled out a slew of new shopping features leading into the holiday buying season, the latest in a series of changes to its Google Shopping product, which switched from an organic search to a paid search model in October.

YouTube Preps Big New Round of Content Investments AdAge 11.11.12 Nearly a year after YouTube sprinkled $100 million across the online video ecosystem to create more than a hundred new “channels,” it’s doubling down. Google’s video giant will provide a second round of funding to 30% to 40% of its original partners and will start notifying those getting more investment in the next few weeks. “Our biggest objective was to kick-start the ecosystem, to bring in great creators, to deepen our relationships with advertisers and to grow viewership,” said Global Head of Content Strategy Jamie Byrne.

Special Screening of ESCAPE FIRE on November 26th

In the summer of 2009, we sat down with fashion designer Donna Karan to discuss our broken healthcare system. Disappointed by the state of American healthcare after losing her husband to cancer, Donna founded the Urban Zen Foundation, a non-profit committed to improving the healing and treatment experience for patients and families. Inspired by Donna’s tremendous passion and dedication to changing the system, we began the 3-year journey to create the documentary film ESCAPE FIRE with Directors Matthew Heineman and Susan Froemke.

On Monday, November 26th, Donna Karen will be hosting a very special screening of ESCAPE FIRE at AMC Loews 19th St in NYC. To join us, buy your tickets (at the reduced rate of $5.99) here: http://www.tugg.com/events/2283. After seeing ESCAPE FIRE, we hope you will walk away with a clearer understanding of how and why our system is broken and the potential solutions or “escape fires” to create a sustainable healthcare system for the future.

Airline Safety Videos from Delta and Air New Zealand

Does anybody ever really watch the safety demonstrations on airplanes? Whether they’re performed live or pre-recorded and shown in flight, I think many passengers agree that they’re not taken as seriously as perhaps they should be; instead, they’re seen as dull and slightly useless. Airlines, who are keenly aware of this, have transformed the challenge into an opportunity.

Delta and Air New Zealand are among some of the airlines that have released less ignorable safety videos, enlivening them with witty jokes and playful interpretations of the standard safety principles. Delta’s videos, created by Wieden + Kennedy, will roll out sporadically in flight in order to build customers’ anticipation and curiosity. Air New Zealand’s take on the video, meanwhile, is slightly wackier. The airline has dubbed itself the “Airline of the Middle Earth,” as part of its marketing integration with the upcoming movie ‘The Hobbit’, and released a set of outrageous films that will certainly guarantee passengers’ attention during the pre-flight briefing. Perhaps the coolest part about these videos is that they’re transforming the once incredibly dull safety demonstrations that only lived in-flight to viral digital clips, adding a new channel of eager viewership.