All posts by OgilvyEntertainment

Doug Scott Named #11 in the AdWeek 50

Our very own Doug Scott, President of OgilvyEntertainment, has just been named #11 in the AdWeek 50 – one spot after Anna Wintour. On Doug’s strong 11th place accomplishment, AdWeek proclaims that “when brands have more to say than will fit in 30 seconds, Scott knows how. He’s a master at turning cultural truths into branded experiences—wrangling Ogilvy clients, media companies and entertainment properties into fruitful partnerships that produce some of the best branded content.”

For more, read the announcement here.

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Industry News 10.28.13

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

BRANDED ENTERTAINMENT

Branded Content Moves The Needle AdWeek 10.21.13 Study by IPG Media and commissioned by Forbes Media finds branded content, or its hyped cousin, native advertising, raises purchase intent and favorability.

Chivas Turns To Film For Brand Revival Marketing Interactive Marketing Interactive 10.22.13 Chivas 18 has embarked on an ambitious revitalization of the brand with a localized micro movie as part of an integrated campaign. Collaborating with local film director Heiward Mak, Chivas 18 Hong Kong is calling for participants on social media to take part in the creative process of the micro movie, titled Dream city.

Don’t Even Try To Skip Through Lebron James’ Workout Routine Creativity Online 10.18.13 Powerade teams up with LeBron James and Wieden & Kennedy for a 53-minute long film that painstakingly shows the typical workout routine for the basketball star.  If you try to fast forward through the action, you’re rewarded with a video of Mr. James admonishing you, delivering some words of wisdom, and overall making you realize that distractions just have no place when playing a game

ADVERTISING

After Viral Success of Inequality Ads, Creators Say They Will Expand Campaign AdWeek 10.24.13 Late last week, a creative twist on print advertising became a global phenomenon, as the “Auto-Complete Truth” campaign for UN Women exploded across social media and generated worldwide discussion. The campaign by Memac Ogilvy & Mather Dubai is sparking a global debate.

Google Nabs Upfront Deal with MediaVest for U.S. Advertisers AdAge 10.24.13 MediaVest has signed an upfront deal with Google to commit an undisclosed amount of advertiser spending toward running video, display and mobile ads on Google’s properties. The deal will extend to all of MediaVest’s U.S. clients, such as Coca-Cola, Honda and Walmart, and is reportedly worth tens of millions of dollars over the next year, according to Financial Times.

NBC Eyes Mega Media Blitz With 100 Days ‘Til Sochi PromaxBDA 10.21.13 NBC has already announced record-setting ad sales for the upcoming 2014 Winter Olympics in Sochi, Russia. Advertising has totaled $800 million and could approach something near $970 million with local ad dollars factored in, according to the network. With the Sochi games less than four months away, NBCUniversal is getting ready to launch a massive promotional campaign around the 100 Day Countdown to the games.

ENTERTAINMENT

YouTube Expands Paid Channels The Next Web 10.22.13 YouTube today announced it is expanding its paid channels pilot to all eligible partners that have at least 10,000 existing subscribers. Furthermore, YouTube viewers can now discover and subscribe to paid channels from YouTube’s mobile website. All paid channels will continue to have a 14-day free trial.

Time Warner Cable Adding Al Jazeera America To Its Channel Lineup The Verge 10.24.13 The Al Jazeera America news network will soon be available in millions of additional households across the US thanks to a new deal between the Qatar-owned channel and Time Warner Cable. TWC will add Al Jazeera America to its channel lineups in New York and Los Los Angeles this year, and plans to bring the network to all other markets by March.

Netflix Tops 40 Million Customers Total, More Paid US Subscribers Than HBO Engadget 10.21.13 Netflix’s results for the third quarter have arrived and one of its most important numbers, the total amount of US subscribers (not including trial accounts), has reached 29.93 million, more than HBO’s last count of 28.7 million.

MEDIA & TECH

This Is What Instagram Ads Will Look Like CNN 10.25.13 Instagram is easing users into ads with a first look at what the paid posts will look like. The photo-sharing service said the ads will begin appearing in users’ feeds in the coming week and showed examples of what ads will look like in a blog post.

Twitter Sets I.P.O. Price At $17 To $20 A Share The New York Times 10.24.13 The social media darling disclosed that it planned to sell 70 million shares at $17 to $20 each. At the midpoint of that range, the offering would raise about $1.3 billion and would value Twitter at about $10 billion, excluding options. Including options and restricted stock units, the company would be valued at more than $12 billion.

Patent Shows Samsung’s Rival to Google Glass US News 10.25.13 A patent filing shows Samsung Electronics Co. is working on a device it calls sports glasses in a possible response to Google’s Internet-connected eyewear. A design patent filing at the Korean Intellectual Property Office shows a Samsung design for smartphone-connected glasses that can display information from the handset; play music and receive phone calls through earphones built into the eyewear’s frame; and give hands-free control over the smartphone.

CLIENT NEWS

Nestle pledges to achieve zero waste in Europe by 2020 Market Watch 10.18.13 Nestle pledges to achieve zero waste in all of its 150 European factories by 2020. This means that no factory waste will go to landfill or be incinerated without energy being recovered from the process.

IBM’s Watson Now Tackles Clinical Trials At MD Anderson Cancer Center Forbes 10.18.13 IBM continues to expand the use of its Watsonsupercomputer from winning Jeopardy to handling incoming call-center questions to guiding cancer doctors at Memorial Sloan Kettering to better diagnoses. Today it announced a new pilot program for Watson at Houston’s renowned MD Anderson Cancer Center.

DuPont Advances Transformation to Higher Growth, Higher Value Company Market Watch 10.24.13 DuPont announces separation of performance chemicals segment to enhance shareholder value, intensifying focus in agriculture and nutrition, bio-based industrials and advanced materials. The company will continue to leverage its exceptional science capabilities across secular growth markets in food, energy, and protection.

SUSTAINABILITY

Green Is The New Black: Levi’s, Nike Among Marketers Pushing Sustainability AdWeek 10.23.13 Levi’s boasts of designer jeans made out of used plastic bottles. Nike tempts runners with knitted sneakers that it claims cut manufacturing waste by 88 percent. These products may be the tip of a marketing iceberg, as new research shows a growing pool of global consumers are demanding that mainstream brands be sustainable.

EVENTS

BCON Expo New York 10.30.13 Formerly realscreen’s Branded Entertainment Forum, BCON Expo showcases the power and results of game changing, brand-funded content and integrations.

ZANY

Not sure what to be for Halloween? Head to http://www.whatthefuckshoudlibeforhalloween.com for inspiration.

 

Industry News 10.21.13

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.

October 21st, 2013


BRANDED ENTERTAINMENT

Porsche Experience Centers Will Help Owners Really Put the Pedal to the Medal brandchannel 10.16.13 Porsche owners may not be able to floor their able machines on the Pacific Coast Highway—not legally, anyway. But at a new Porsche Experience Center taking shape in suburban Los Angeles, and another one in Atlanta, Porsche fans will be able to engage in their every driving fantasy. Pedaling their cars to maximum acceleration. Learning to skid through corners. Maneuvering on simulated ice and rain-slick pavement. Up to 100 drivers a day—and 500 for special occasions—are expected to be able to test their driving mettle when the adult amusement park opens on a 53-acre site in Carson, Calif., by the end of 2014.

Terrifying POV Footage of Red Bull Jump Shows How Felix Baumgartner Got Out of an Uncontrolled Spin AdWeek 10.16.13 If the mere idea of falling 24 miles through Earth’s atmosphere weren’t scary enough for you, here’s some footage that shows how truly terrifying it really is. Red Bull has released nearly 10 minutes of first-person footage from Felix Baumgartner’s record-breaking jump last Oct. 15 from the edge of space to the desert of New Mexico, along with visualized data showing his altitude, speed, heart rate and G-force stress. If you can handle it, it’s worth watching just for the first 90 seconds, when Baumgartner struggles through an uncontrolled spin at 800 miles per hour.

Mattel to Create Original Entertainment Through Playground Productions Banner Variety 10.15.13 Mattel is ready to get more creative with its toys: The world’s largest toymaker has launched Playground Productions as a new banner through which it will create original entertainment for various platforms. Based out of the company’s headquarters in El Segundo, Calif., the new division — which essentially serves as an in-house studio — manages creative storytelling across all Mattel brands, including Barbie, Monster High, Max Steel, He-Man and the Masters of the Universe and its Hot Wheels franchises, overseeing everything from script development to storyboards to greenlighting theatrical productions.

 

ADVERTISING

With Adap.tv, AOL Beats Google In Video Ads Served AdAge 10.17.13 AOL’s $405 million acquisition of video ad exchange Adap.tv has already begun to pay off, at least in bragging rights. In September, the same month the Adap.tv deal closed, AOL passed Google as the company serving the most online video ads in the U.S., according to comScore. AOL ran 3.72 billion video ads to reach 50% of U.S. online video viewers versus Google’s 3.24 billion and 36% population span.

Burt’s Bees Taps Vine for Novel Campaign to (What Else?) Create Buzz brandchannel 10.15.13 Talk about a novel twist on social marketing and branded content. Burt’s Bees is going classic with Vine videos that riff on literary works to promote their seven core “classics” products. The brand created animated “adaptations” in a campaign designed by ad agency Baldwin& that carries the implicit message that the time-tested nature of Burt’s Bees products is equal to the classics.

Google Hummingbird Requires Brands To Step Up Content Development Online Media Daily 10.14.13 Search engine marketers need to put aside attempts to raise their brand’s Web site to the top of first-page query rankings through old-fashioned optimization techniques and focus on content — as well as Hummingbird, Google’s latest search algorithm for conversational search. Search is on the cusp of a major transformation, and marketers need to build better content, rather than try to optimize it for search engines, per Vikram Bhaskaran, director of marketing at Freshdesk.


ENTERTAINMENT

Hearst Forms JV with AwesomenessTV to Launch ‘Seventeen’ Video Channel brandchannel 10.16.13  Let’s hear it for the girls. Hearst Corp. is partnering with YouTube channel AwesomenessTV to relaunch its teen girl brand, Seventeen, on the video network. Hearst announced the JV with Dreamworks Animations’ AwesomenessTV to create a network of ‘like-minded user-generated channels’ in addition to Seventeen. With more 18-34-year-olds watching YouTube than any channel on cable-TV, AwesomenessTV exemplifies the latest crop of companies producing content exclusively for the Google-owned video channel.

KLM Turns In-Flight Entertainment into Elevating Brand Experience for Kids brandchannel 10.11.13 KLM Royal Dutch Airlines is at it again. The innovative airliner is extremely socially savvy and has launched some of the most notable brand-engagement campaigns in the travel industry, including a social media-powered ”Meet & Seat” matchmaker and a Sims-like mobile aviation game. And now the aviation brand is doing its part to reach out to its tiniest travelers, too. In partnership with Disney, KLM recently invited a handful of kids to a special pre-screening of Disney’s new film, Planes. But the screening didn’t take place at a local cinema.

Twitter Teams with NBCU, Comcast to Stream Live TV Though Tweets brandchannel 10.10.13 Twitter’s Amplify service allows programmers and advertisers to push real-time videos to Twitter users as they engage with on-air content, but now the microblogger is taking it one step further, striking a deal with NBCUniversal to allow subscribers to stream and record full shows directly from a tweet. The new “See It” feature, which will debut in November, will be available to the more than 24 million Comcast customers in the US, while a handful of other cable providers and even non-subscribers will also get access to abbreviated content, according to Mashable.

 

MEDIA & TECH

Will Mondelez’s ‘Smart Shelves’ Change Retail or Just Add to Privacy Woes? brandchannel 10.16.13 In little more than a year, some retail shelves may actually be able to identify consumers who are most likely to purchase certain snacks, thanks to Mondelez International. The $35 billion global foods giant, which spun off from Kraft Foods just over a year ago with a name intended to evoke “delicious world,” markets such snack brands as Cadbury, Certs, Oreo, and Trident.

Pinterest Drives More Traffic to Publishers Than Twitter, LinkedIn, Reddit Combined Mashable 10.15.13 When it comes to referral traffic from social networks, there’s Facebook and Pinterest — and then there’s everyone else. Facebook accounted for more than 10% of overall traffic to publishers in September, by far the most of any social network, according to data released Tuesday from Shareaholic, a social plugin service that collects data from 200,000 publishers reaching 250 million monthly unique visitors collectively.

IBM Research Unveils Two New Watson Related Projects from Cleveland Clinic Collaboration Market Watch 10.15.13 IBM Research IBM today unveiled two new Watson-related cognitive technologies that are expected to help physicians make more informed and accurate decisions faster and to cull new insights from electronic medical records (EMR). The projects known as “WatsonPaths” and “Watson EMR Assistant” are the result of a year-long research collaboration with faculty, physicians and students at Cleveland Clinic Lerner College of Medicine of Case Western Reserve University. Both are key projects that will create technologies that can be leveraged by Watson to advance the technology in the domain of medicine.

 

SUSTAINABILITY

Sustainable food systems vital to end hunger, malnutrition, UN says on World Food Day UN News Centre 10.16.13  Efficient, well-managed and sustainable food systems are essential to end hunger and malnutrition as well as protect the environment, United Nations officials stressed today, marking World Food Day. “The key to better nutrition, and ultimately to ensuring each person’s right to food, lies in better food systems – smarter approaches, policies and investments encompassing the environment, people, institutions and processes by which agricultural products are produced, processed and brought to consumers in a sustainable manner,” Secretary-General Ban Ki-moon said in his message for the Day.

Ford, University of Michigan Open R&D Lab for Electric Car Batteries brandchannel 10.14.13 Ford is just the latest in a long line of global companies that are taking advantage of enterprising startups and universities to help drive innovation. Ford has teamed up with the University of Michigan to create a battery lab that will focus on research and development of a cheaper, more efficient battery that will make electric cars more affordable—a major hurdle facing the car industry as it tries to turn the technology mainstream.

Making Energy Efficient Sustainable Forbes 10.14.13 On a hill overlooking the campus of the University of Nottingham, seven pilot houses showcase different versions of the future energy-efficient homes that the University’s Department of Architecture and Built Environment’s Institute of Sustainable Energy Technology has erected in partnership with utility and construction companies. One two-bedroom structure, the state-of-the-art Nottingham H.O.U.S.E. (Home Optimizing the Use of Solar Energy), was designed and built by the department’s students with the sponsorship of Saint Gobain, a construction manufacturer and supply chain company.

 

 

 

                                                                                                                                

Industry News 10.15.13

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.

October 15th, 2013

 

BRANDED ENTERTAINMENT

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.

 

ADVERTISING

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.

 

ENTERTAINMENT

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.

 

SUSTAINABILITY

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.

 

 

Hellmann’s Turned 100 and Broke the Guinness World Records Title for the World’s Longest Picnic Table

“For the past 100 years, Hellmann’s has been a part of the memories, the laughter and the delicious meals that happen around America’s tables,” said Brian Orlando, Senior Brand Director, Hellmann’s. “Our record-breaking table only exists because we have been invited to so many tables throughout the years, from holiday dinners, to school lunches, Sunday dinners and even the dessert table. Today, we celebrate 100 years of turning meals into moments and look forward to another 100 years at the table.”

Hellmann’s 100th Birthday celebration brought together fans from across the country to enjoy a signature menu created by Chef Batali, with each of the dishes featuring Hellmann’s signature recipe of real, simple ingredients such as oil, vinegar, and now cage-free eggs. The first 500 attendees were treated to a free picnic-style lunch, including a Juicy Salsa Burger, Pasta Salad with Green Olives and Raisins, Italian Style Balsamic Potato Salad, Grilled Corn and a Hellmann’s Chocolate Birthday Cupcake from Magnolia Bakery.

“My family has been using Hellmann’s for generations, so I have been thrilled to be part of its yearlong celebration.” said Batali. “While the years and menus have changed, Hellmann’s recipe of real, simple ingredients has remained a staple of quality for 100 years, which has made the brand a constant in making food taste its best.”

As Hellmann’s celebrated its rich history of feeding America’s families during some of their greatest moments, it also is marked the occasion with support for those most in need. In light of September’s recognition of Hunger Action Month, Hellmann’s helped to provide one million meals to Feeding America to help the fight against hunger nationwide. To learn more about the campaign and to celebrate online, visit Facebook.com/Hellmanns for exclusive event photos, videos and Hellmann’s recipes.