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