Monthly Archives: December 2012

Happy Holidays!

On behalf of everyone at OgilvyEntertainment, we want to wish you a festive holiday season and a very happy new year. Since 2006, we have been privileged to spread joy through the power of branded entertainment and we are grateful for your support along the way. We look forward to another exciting year in 2013!

A Week at The Cristal Festival

Last week, the 12th edition of the Cristal Festival was held from December 12-16, 2012 in Crans Montana, Switzerland. Amidst a picturesque backdrop of the snow-capped Swiss Alps, attendees (including Howard Owens, CEO of National Geographic Channels; Erin McPherson, VP & Head of Video Programming and Originals of Yahoo!: and Ben Silverman, CEO of Electus) gathered for award ceremonies, conferences on innovation and industry trends, and a multitude of networking events . . . all in the name of Media and Advertising.

Our very own Doug Scott was present to help launch the Global Brand Entertainment & Contents Summit (BECS), which brought together the top global players across branded content. Doug moderated the branded content panel series and gave a presentation entitled “The Future of Branded Entertainment”. As Jury President, Doug worked with jury members (such as Olivier Gers, CEO, Endemol Brands Worldwide; Rob Donnell, President & Founder, Brand Arc, USA; and Thomas Jamet, President of Moxie) to determine the best submissions in categories that included “Best Film, Series or Fictional Program”, “Best Brand or Product Integration into an existing TV show or series”, and “Best use or Integration of Music”. Doug and the jury team oversaw the intensive review process of nearly 200 entries and presented the winners at the final awards showcase.

We are pleased to announce that “The Horizons Project” for our client DuPont took home an Emerald Cristal for  “Best Brand Building”. Check out the other Branded Entertainment & Contents winners here: www.europecristalfestival.com/brand-entertainment-contents-cristal/.

Learn more about the Cristal Festival’s Branded Entertainment & Contents Summit here: www.becsummit.com.

DOUG SCOTT ELECTED TO GHETTO FILM SCHOOL BOARD OF DIRECTORS

Mr. Scott, President OgilvyEntertainment, has been a Ghetto Film School supporter and Advisory Board member for several years.

SOUTH BRONX, USA, December 12, 2012 — Ghetto Film School (GFS) today announced that Doug Scott was elected to the organization’s Board of Directors at the 2012 annual meeting.  An Advisory Board member since 2010, Scott has been instrumental in the recent research and design of a new Digital Bodega – the Ghetto Film School’s alumni-staffed production company – as well as the strategic positioning of new business ventures within the advertising and media fields.

“Doug is the preeminent leader in his industry, everyone knows that,” said Joe Hall, GFS founder and President.  “He is widely known for his extraordinary record bringing brands unique opportunities, and we have no doubt that will be the case with our organization.  It is hard to exaggerate the impact he will have on our student-driven earned income initiatives.  Imagine being 19 years old, and Doug Scott is actively working on connecting you to a new creative experience – how hot is that?”

As President of OgilvyEntertainment, Doug Scott leads the award-winning branded and original entertainment division of Ogilvy & Mather.  With over 20 years of integrated marketing experience, Doug has developed and produced brand-funded entertainment for some of the world’s leading companies, including The Horizons Project on BBC World News for DuPont, The Real Food Project for Hellmann’s, Digital Cribs for Cisco, The Invested Life for TD Ameritrade, and The Disadventures of the Direspectoids for Capri Sun. Ranked #14 in The Adweek 50, Scott is a visionary in the branded entertainment space and a trailblazer in forming partnerships between talent, producers, networks, and brands.

“One of our big 2012 organizational goals was to get Doug Scott in as a board director” said GFS Chairman Greg D’Alba, the President of CNN and Turner Digital Ad Sales  ”I’ve known Doug for many years, and he’s one of the top creative minds in our business.  Most importantly, he’s got a lot of integrity and is joining our cause for all the right reasons – he’s going to make a tremendous difference in the lives of the young people we serve.”

At the top of Scott’s upcoming board agenda are two initiatives that GFS piloted in 2012: DB Trends and MasterClass.  As the group’s earned income engine, DB Trends serves top brands and marketing agencies such as Jordan Brand, Deep Focus and Wieden+Kennedy with critical insight into emerging trends among urban thought leaders.  The MasterClass project connects top film directors – including Spike Jonze, Lee Daniels, Catherine Hardwicke, and David O. Russell – to hundreds of thousands young digital storytellers around the globe through a monthly series using Google+ technology.

“I am honored to join the Board of Directors and excited to engage brand leaders to support GFS through mentorship and enriched educational offerings,” said Doug Scott. “Having established the country’s first film high school, GFS uniquely supports underserved youth to break into one of the toughest and most sought after industries in the world.  Encouraging the diversification of American talent behind the camera, Joe and the GFS team are empowering the next generation of storytellers and equipping them with the tools to tell their powerful stories.”

Founded in 2000, Ghetto Film School (GFS) is an award-winning, non-profit, independent film organization located in the South Bronx, USA.  GFS educates, develops and celebrates the next generation of great American storytellers, each year serving 650 teenage New Yorkers at its local facilities and hundreds of thousands nationally and internationally through its online GFS MasterClass series.  With the NYC Department of Education, GFS opened The Cinema School in 2009 as the nation’s first film high school.  For more information about our programs please visit ghettofilm.org

 

PRESS CONTACT: Alison Pennino, apennino@ghettofilm.org 516.316.3455

Industry News 12.17.12

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

Lacoste Invites Fans to Reinvent Iconic L. 12. 12 Polo Shirt on 12/12/12 brandchannel 12.12.12 Lacoste is celebrating its upcoming 80th anniversary — since founder Rene Lacoste unveiled the L.12.12 (get the timing?) — with a public invitation to help invent the Polo of the Future. Fans can go to a bespoke website launching today and submit their vision of a futuristic polo shirt on the brand’s Facebook page, with the most creative to be rendered by an artist and featured online.

Nike+ Fuel Band Accelerator Open the Door for Fitness Innovation Mashable 12.10.12 Nike is looking for some entrepreneurs to make the most of its fitness-tracking technology, the Nike+ FuelBand. On Monday it was announced that Nike+ Accelerator, powered by TechStars, will invite ”10 companies for a three-month, immersive, mentor-driven startup accelerator.”

Kikkoman Tells Its 400-Year History With Original Short Film brandchannel 12.10.12 That’s the pitch that Kikkoman US is hoping will bring viewers and distributors to Make Haste Slowly: The Kikkoman Story — a 24-minute commissioned film on the Japanese brand’s almost 400-year history — with the hopes it picked up by a TV network as a non-fiction program. “Audiences want authenticity,” said the short’s Academy Award-nominated director Lucy Walker to Adweek. “Nobody’s going to watch 24 minutes of phony stuff.” Check out another clip below. 

ADVERTISING 

Web ad business finally moves to a new measurement standard, but it could get messy Ad Week 12.11.12 In early 2013, the online ad industry will finally rally around the concept of viewable impressions—just don’t expect everyone to hop on board at once. As part of the Making Measurement Make Sense (3MS) initiative, endorsed by an alphabet soup of groups ranging from the IAB to ANA and the 4A’s, widespread adoption of viewable impressions as a measurement standard for advertisers and publishers is set to take root.

Electronics inspire real people to do great things in Best Buy’s holiday ads Ad Week 12.11.12 IDEA: In so many holiday ads, the moment of gift giving is the culmination of the journey—an easily exploited emotional high point for those giving and receiving. In Best Buy’s new spot (running as a :30 and a :60), it’s just the beginning of the story. The focus isn’t the technology inside the latest gadgets but the amazing, unexpected things you can do with it—things the retailer, while serving as a knowledgeable guide, could never have predicted. 

Heineken: 140 Years Young With Nods To Past, Toasts To Future brandchannel 12.07.12 No wonder Pantone has selected emerald green for its color of the year. It’s Heineken’s 140th anniversary, and the Dutch beer giant is unscrewing all the caps to celebrate. Today in Amsterdam, the Dutch brand is debuting a video wall projection made from 5,000 beer bottles on the side of its headquarters building.

ENTERTAINMENT

Untoys for Tots: Inspiring Kids With Augmented Reality and a Cardboard Box brandchannel 12.11.12 Last year, Americans spent nearly $135 billion on gifts during the holiday season, with video games ranking most popular for kids. So this holiday season, Energy BBDO and Xi Chicago decided to remind kids the simple joys of play with the opposite of a video game: a cardboard box.

GAC Network Broadens Base With Hollywood Talent Media Post Publications 12.07.12 Looking to expand beyond its country music fan base, cable network GAC Living Country has enlisted actor (and aspiring country singer) John Corbett to appear in a series of new television commercials selling the network’s “country lifestyle.”

YouTube Evolves From Video To Channel Site Media Post Publications 12.07.12 Google has rolled out a new look for YouTube resembling the format of a social network. The redesign highlights options to subscribe and recommends channels that surround videos cascading down the center rail. The dingy gray background has been replaced with subtle white, along with brighter colors to present a simplistic, clean design. 

MEDIA & TECH

As media is transformed by technology, don’t forget who brought us to the dance: brands Ad Week 12.11.12 Looking back at the last year and looking forward to the next, I’m reminded that many of the world’s biggest brands and companies, such as Anheuser-Busch, McDonald’s, General Motors and Coca-Cola, were created 50 to 100 years ago—before the Internet and the myriad opportunities that came with it. 

Cisco Replaces “The Human Network” With “Tomorrow Starts Here” brandchannel 12.10.12 Cisco wants to be more than the largest manufacturer of computer networking equipment. It wants to guide customers through the myriad possibilities of the Internet of Everything, a phrase it’s co-opting in service of its new brand positioning.

Email Remains Key Platform For Brands Media Post Publications 12.10.12 Evan Shumeyko, global director of CRM for OgilvyOne, said Monday that social media is growing, but “email is still a prevalent and dominant platform.” One advantage is that it offers an ability to capture customer data that outpaces the social space. 

SUSTAINABILITY

DC plans city’s first “living building” as part of ongoing sustainability effort Washington Post 12.14.12 City officials in Washington say they plan to create the district’s first “living building.” The building will produce as much energy as it uses through solar power, geothermal energy and other alternative energy technologies.

Survey reveals China’s growing desire for green products Ag Professional 12.10.12 According to 2012 DuPont research, Chinese consumers express greater confidence that green products are better for the environment than North American consumers who were surveyed in 2011. When asked about their confidence that green products are better for the environment, 70 percent of Chinese consumers surveyed said they were either very or somewhat confident.

Fiat 500e: The ‘Environmentally Sexy’ Electric Car brandchannel 12.10.12 Things have been getting a bit testy in the high-profile, low-sales world of electric vehicles. Late last month at the Los Angeles Auto Show, a Fiat executive took a none-too-veiled shot at Nissan for the styling of its Leaf. And Nissan quickly shot right back at some of Fiat’s own design executions.

Industry News 12.10.12

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

Stella Artois Holiday Carole: A Facebook App that Uses Google to Visit You brandchannel 12.06.12 It’s a stellar app from Stella Artois. Fans are invited to log into the Belgian beer brand’s Facebook page to send personalized holiday cards featuring actress Alice Eve as “Holiday Carole.” Incorporating Google Street View, Maps, Places, Directions and Geocoding APIs, Eve travels through your neighborhood (it’s available globally) before arriving at your virtual front door to deliver a carol and a holiday gift from Stella Artois.

Kate Bosworth Partners With Topshop for Shoppable Music Video Mashable 12.03.12 Topshop is launching a multi-pronged holiday campaign featuring actress Kate Bosworth. On Tuesday, the fast-fashion retailer will debut a music video on YouTube featuring the actress’s cover of “Winter Wonderland.” The makeup Bosworth is wearing in the video will be available immediately for purchase on Topshop.com.

Burberry’s New Chicago Store Brings ‘Retail as Theater’ to Windy City brandchannel 12.03.12 Burberry has opened its second largest store in North America, and while its new Chicago store may not be quite on the scale of its relaunched London flagship, it was feted with a unique local event that continued its theme of “retail as theater” and meshing digital, entertainment and fashion in one seamless experience. The store also boasts its first beauty consultation counter in North America.

ADVERTISING

AmEx: Social Engagement That Closes The Loop Media Post Publications 12.05.12 Leslie Berland, SVP digital partnerships and development at American Express, has a five-second rule: don’t tweet something that takes a consumer longer than five seconds to figure out. That, in a way, applies to a lot of what the financial services firm does on social. If it isn’t quick and easy, you end up with a sieve — not a channel.

Jimmy Fallon and Ford team up with Twitter users to create Super Bowl ad Examiner 12.03.12 According to Bloomberg today, Ford is preparing a huge marketing campaign to bring back the life of their Lincoln brand. The new marketing campaign will be using Twitter to play a major role in their efforts. Ford has employed Jimmy Fallon to write their first Super Bowl ad. The ad will be based around tweets.

P&G’s Iams Brand Lets Facebook Fans Select New TV Commercials brandchannel 12.03.12 As anyone who spends two minutes on YouTube, Buzzfeed or I Can Has Cheeseburger? knows, you can’t go wrong with pet videos. P&G’s brand stewards at Iams were hardly surprised at the response they got when they asked consumers to select on Facebook their favorite heart-tugging true stories about pets’ relationships with their owners, and then aired the winners as TV ads beginning today.

ENTERTAINMENT

Storytelling on L.A.’s skid row LA Times 12.05.12 Once a week for the last several years, I’ve driven to skid row to visit a friend. I get depressed about the area at times because it’s such a depository of the unfortunate and the forgotten. But then I’ll catch a warm greeting, or see a sign of hope in someone trying to crawl out of a hole they thought they’d never escape.

YouTube Getting Pickier About Original Channels from Brand Partners brandchannel 12.04.12 More and more TV viewers are turning to the web for their audio-visual pleasures, streaming shows and movies from such places as Hulu, Netflix, and AppleTV, among a growing list of others. YouTube, of course, is the grandpa of the online video-entertainment biz and is refusing to take a backseat to all the Johnny-come-latelys that are making their moves now.

Three Factors That Will Shape Online Video in 2013 Media Post Publications 12.03.12 After sitting on the sidelines for, well, a decade, Time Inc. is betting big on video by launching a digital video unit.  Time Inc. isn’t alone, of course: Conde Nast has hired aggressively in an attempt to find unlocked value in its print assets.  It’s worth noting that TV networks have had “a lot of trouble with web originals.” Will the print guys actually have an easier time or more success than broadcast giants?  Perhaps, because there is less cannibalism and more upside. 

MEDIA & TECH 

How Video Content Will Drive Search Engine Marketing in 2013 Media Post Publications 12.05.12 CMO Evan Greene of The Recording Academy, the producer of the Grammy Awards, knows how TV and video continue to change search engine marketing. Although he’s preparing for tonight’s Grammy Nominations Concert Live from Nashville, Greene will join MediaPost next week at the Search Insider Summit to talk about the integration of television, social and search.

Your Next Phone Will Know What You’re Feeling Huffington Post 12.04.12 Your future smartphone could know from the sound of your voice that you’re stressed, and automatically book you a massage. Or it might sense you’re feeling sad, and cue up an ad for antidepressants. Artificial intelligence, meet artificial intuition: Researchers at the University of Rochester have developed an algorithm that can detect human emotions through speech with greater accuracy than was previously possible and without analyzing the meaning of the speakers’ words.

Social Media Use Leads to Real-World Actions Mashable 12.03.12 The thought is father to the deed, at least when it comes to the relationship between online social interactions and offline activities. A new survey shows that more than half of users on four of the top five social platforms have taken offline action directly as a result of an online interaction. The findings suggest that businesses and organizations can grow their customer base, increase revenue and drive greater participation by linking online behaviors to offline activity.