OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
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October 15th, 2013
Will Ferrell Given Creative Control Over Dodge Durango Work AdAge 10.07.13 Chrysler Group CMO Olivier Francois likes to roll the dice when it comes to marketing. But Mr. Francois may be taking his biggest gamble yet by casting Will Ferrell’s fictional “Ron Burgundy” character as pitchman for the 2014 Dodge Durango SUV. Since giving ANA attendees a sneak peak on Friday at the spots in which Mr. Ferrell reprises his character from the 2004 comedy “Anchorman: The Legend of Ron Burgundy,” Chrysler broke the campaign on “Saturday Night Live” and ran it during NFL football telecasts this weekend.
Horizon Bolsters Branded Content Offering with Robert Friedman Deal AdWeek 10.02.13 Horizon Media is partnering with industry veteran Robert Friedman to beef up its branded content offering. The independent media agency and Friedman’s new content development and production company, Bungalow Media + Entertainment, are launching a non-exclusive joint venture, named Bungalow Horizon. It includes a 50 percent capital investment from Horizon, as well as access to other agency resources. Friedman, most recently president at production company @radical.media, will be CEO of Bungalow Horizon at its offices in New York.
How Qualcomm’s Content Play Grew Monthly by 70% AdWeek 10.02.13 Like other major brands, Qualcomm has set out in the last 18 months to reach consumers through so-called content marketing (or “brand journalism,” if you will). The semiconductors/telecom marketer has aimed to achieve the kind of consumer love that fellow business-to-business brands Intel and General Electric enjoy. Liya Sharif, senior director of global marketing of Qualcomm, worked to get funding for the program and then hired editorial vets from the USA Today and PC Magazine to help lead a team of regular content staffers in a mobile-minded initiative dubbed Qualcomm Spark.
Ogilvy & Mather N.Y. Wins Comcast Business AdWeek 10.09.13 Ogilvy & Mather New York has won the creative advertising for Comcast Business, after a review involving agencies like Goodby, Silverstein & Partners, Leo Burnett and Arnold, a Comcast rep confirmed. The unit, which provides voice, Internet, and video services to businesses, has been working with Ogilvy’s WPP sibling Berlin Cameron for nearly six years. While Berlin Cameron did not participate in the review, the agency may support O&M as it works on the account.
Giant Balls Float Down the River Thames in British Lottery Stunt AdWeek 10.08.13 If you thought the giant rubber duck that drifted down the River Thames last year was a ballsy advertising stunt, check out the 26-foot-high, inflatable, lighted Lotto balls the National Lottery floated last week. Those are big balls. Very big balls. Each is the size of a double-decker bus, we’re told in a YouTube video immortalizing the event. Each ball used 2,000 watts of light. Those are giant, electrified balls.
The Most Uplifting Ad You’ll See Today is About a 15-Year-Old’s Incredible Cancer Research AdWeek 10.01.13 Here’s one from the warm-and-fuzzies school of advertising. Jack Andraka, barely a teenager, decided to develop an early-detection test for pancreatic cancer after his uncle died from the disease. He asked 200 researchers and other experts for help. Only one, a doctor of oncology at Johns Hopkins, provided him with lab space to use after school. At age 15, Andraka succeeded in developing a test that is 168 times faster, 400 times more sensitive, and 26,000 times less expensive than the medical standard.
Horror-Movie Stunt With Freaky Telekinetic Girl Is Frighteningly Good AdWeek 10.08.13 Prankvertising can be annoying. Aggressively messing with people for questionable purposes is, after all, obnoxious behavior. But when it promotes something that is intended itself to be scary, it can be irresistible. In that vein, Thinkmodo is getting rather good at public horror-movie stunts. First, it got a creepy chick to literally bend over backwards in a beauty salon for The Last Exorcism Part II. Now, it gets another creepy chick to show off freaky telekinetic superpowers in a coffee shop for Carrie—the upcoming horror film based on Stephen King’s 1974 novel.
Apps Help Turn Mobile Gaming into Social Good brandchannel 10.07.13 The Global Gaming Initiative is leveraging popular mobile game genres to “make play purposeful,” with its first effort turning high scores into transportation for those in need in Africa. Sidekick Cycle provides bikes to people in underdeveloped countries through a partnership with World Bicycle Relief. Users can purchase the app in Apple’s App Store for $.99 and enjoy the downhill racing game, all the while contributing to the charitable effort. For every 387 games sold, a bike is given to a disadvantaged child. So far, 157,979 bikes are in the field, changing 789,895 lives, according to Mashable.
Discovery launches digital network Animalist realscreen 10.04.13 Discovery Communications is launching an online video network devoted to humorous and educational series about animals. Revision3, TestTube and SourceFed’s Animalist will debut with a slate of 15 short-form digital series amounting to more than 600 hours of content and seven million monthly streams. The programs will be available to view via Animalist.com as well as across YouTube, Xbox and mobile platforms.
MEDIA & TECH
Tech Giants Turn Focus to Affordable Internet Access in Developing Countries brandchannel 10.08.13 A common conversation for those who have home Internet access is the insanely-high sum they are paying to have that service, but whatever the amount, it doesn’t come close to what people in developing nations pay. According to the International Telecommunication Union, households in developing nations can shell out about a third of their monthly paychecks just to be online. As it is, about two thirds of the world’s population can’t get online, and pricing remains one of the biggest hurdles.
Diane von Furstenberg, Google Host ‘Shoppable’ Google+ Hangout brandchannel 10.07.13 Google and high-end designer Diane von Furstenberg have continued to build out their budding relationship since Glass first graced the designer’s runway in 2012. Their latest collaboration roped in Google’s namesake social network, creating a ’shoppable’ Google hangout where participants could click to buy DVF products as the designer fielded questions about her life and career. The event, which took place last week, was a first for the network, which is still struggling to make a play for mainstream social users.
Thrillist Aims to Engage Gadget Guys with New Tech-Focused Publication brandchannel 10.07.13 Thrillist has found a unique way to reach young adult males since it launched its first email newsletter back in 2008, speaking to a highly desirable yet often elusive demographic. Its ability to do just that has helped the company grow to one that will bring in upwards of $80 million this year as it continues to add more products, more revenue streams and build out its audience. Now founders Ben Lerer and Adam Rich are adding another way to reach their audience: a new web publication focused on tech lifestyle.
Sustainable Products a Key Factor for Far East Businesses Environmental Leader 10.10.13 Sustainability is no longer of interest to big corporations only; smaller firms are just around the corner. Considerable focus on sustainability comes from Asian investors; European investors are lagging behind. Product sustainability is becoming key for Asian businesses. This is one of the key findings from an international survey conducted by the research institute GFK Eurisko and DNV Business Assurance, on more than 2300 professionals from companies across different industries in Europe, North America, Central & South America and Asia.
Coke Combats Sustainability and Nutrition Critics with Rural Ekocenters brandchannel 10.08.13 Imagine a shipping container painted bright red, with a solar panel on its roof, in the middle of a rural road. The red is a familiar one. It is the famed Pantone hue that accompanies Coca-Cola cans around the world. And suddenly, that bright red block on the side of the road doesn’t look so out of place. Coca-Cola has just opened its first Ekocenter kiosk in Heidelberg, South Africa. The makeshift refreshment centers are in fact revolutionary water distillery systemsdesigned by Segway inventor Dean Kamen, and are capable of providing up to 850 liters of clean drinking water per day.
Unilever joins water conservation drive Trade Arabia 10.08.13 Unilever, one of the world’s leading FMCG companies, and Kahramaa have kicked off a water conservation awareness campaign in Carrefour, Doha. This is the first activity under the MoU signed between Kahramaa’s National Conservation and Energy Efficiency Program “Tarsheed” and Unilever, which will entail the planning and implementation of both water and energy conservation initiatives in major retail outlets, malls, households and in schools.