OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
Yahoo! en Espanol and Sony Music Latin Partner to Bring Branded Entertainment Series to Fans Fort Mill Times 1.09.13 Yahoo! en Español and Sony Music Latin announced today a strategic partnership to develop and distribute a series of branded entertainment programs, which will premiere in early 2013. The partnership will bring jointly-produced, exclusive videos and digital music programming to the U.S. Hispanic audience — the fastest-growing demographic in the nation.
Ron Howard Aims to Direct More Brands’ Storytelling Efforts brandchannel 1.08.12 Ron Howard has wanted to be in the marketing business for decades now, but his wife told him that if he had time to take away from his work as a famous director, producer, and actor, he better fork it over to his wife and kids. Well, the kids are all grown up now and Howard must have gotten buy-in from his wife because the partnership of Howard and producer Brian Glazer – the duo behind such classic films and TV series as Splash, Apollo 13, 8 Mile, A Beautiful Mind, Friday Night Lights, 24, and Arrested Development – are bringing their storytelling savvy to the marketing world, according to Fortune.
Why quality content marketing will be king in 2013 The Wall 1.04.13 The past 12 months has seen content marketing become a big hitter in the marketing discipline stakes and there are plenty of lessons marketers need to learn for the year ahead to make the most of the growing medium. 2012 has been a great year for content marketing, one that has seen it established as a key discipline as brands look to create a genuine rapport with their target audience. And there are big names leading the charge; the likes of Coca-Cola and Red Bull both embed content strategy as an integral part of their overall marketing strategy.
Online radio will start serving ads based on your web browsing Paid Content 1.09.13 Picture yourself sitting in Cleveland and using the internet to explore places to visit in France. Later, you pull up online radio service Pandora on your web browser to listen to Motown songs and what do you hear? Ads promoting cheap flights to Paris.
Passersby Help Burt’s Bees Billboard Show Before-And-After Effect Media Post Publications 1.07.13 To launch a new line of hydrating moisturizing products, Burt’s Bees placed a billboard across from a riverside Minneapolis farmers’ market. The ad showed a bored-looking woman next to copy asking: “Does your skin feel dry and flaky?” Closer eyes could see that the top of the billboard was affixed with post-it notes; 1,300, in fact. Each piece of paper had a $3-off coupon on the back. What’s more enlightening is that as each sticky note was removed, a new, glowing face was revealed, with the model now smiling next to a jar of intense hydration moisturizer.
How Nike’s “Hockey Is Ours” Campaign Helped Nudge NHL Deal brandchannel 1.07.13 Now that the NHL has reached a tentative deal that could see the players (finally!) hit the ice as soon as next week, let us now praise Nike’s role in egging the league to put on its skates and cut a deal. For years, Nike has ridden on the parade floats of champion athletes, signing big names to sneaker deals in order for fans to covet what the stars wear and to showcase their powerhouse athletes in a wide variety of advertisements (and add their names to buildings on the Nike campus in Oregon, too, of course).
Monster and EA Sports Team Up for Gaming Headphones Mashable 1.07.13 Monster, the company that launched the super popular Beats by Dr. Dre headphone, announced on Monday it is getting into the gaming accessories market, and its first foray is a good one. The company revealed at CES in Las Vegas a set of headphones in partnership with gaming developer EA Sports and its parent company Electronics Arts. The announcement was made with the help of Sugar Ray Leonard, Monster’s gaming advocate.
New U-Verse Apps Simplify Sharing Photos and Videos on Your TV Mashable 1.07.13 Sharing photos and videos on your TV just got a little easier for AT&T U-Verse customers. The carrier announced two new U-Verse-enabled apps Monday, Twonky Beam and Pix & Flix, which allow U-verse customers to share photos and videos from their smartphones on their U-verse connected televisions.
HBO Inks Exclusive, 10-Year Deal With Universal To Keep Content Out Of Netflix’s Hands Tech Crunch 1.06.13 HBO today has won a battle in the over-the-top content wars. The pay-TV giant has inked a deal with Universal Pictures that extends Universal Pictures’ and Focus Features’ films appearing on HBO’s TV, online and mobile platforms in the U.S. for the next decade. What’s key is that the deal is exclusive to HBO and will mean that Netflix (and other OTT players) will not get that content: “Yes, it is exclusive. Netflix can’t touch it,” a spokesperson told TechCrunch. HBO also has exclusive deals with Fox, Warner Bros, and Summit, in addition to Universal.
MEDIA & TECH
4 Hot Trends From CES For Brands Digiday 1.11.13 CES is drawing to a close, and after the initial hype around the major brand exhibitors at the show had died down, many agency and brand attendees had the chance to scour the smaller halls in search of innovation. Here are four that brands should pay attention to.
Google Gets WiFi Heart Pumping In Chelsea NYC Neighborhood Media Post Publications 1.08.13 Google held a press conference Tuesday in its New York office to announce the rollout of free public WiFi in the Chelsea New York City neighborhood, creating the largest public network in the city — the pulse of any startup. Those surfing the Internet will have an option to connect to the high-speed network in Google’s NY home turf, between Gansevoort Street and 19th Street, from 8th Avenue to the West Side Highway. Google CTO Ben Fried, U.S. Senator Charles Schumer, and representatives of the Chelsea Improvement Company announced the service.
IBM brings smarter home, mobile initiatives to CES 2013 ZD Net 1.08.13 IBM isn’t the most common brand name tossed around at the Consumer Electronics Show. But with the connected living room being a major topic at the expo this year, it makes sense for Big Blue to get involved here.
Move Over, NikeFuel: Disney Launches MyMagic+ Wristband brandchannel 1.07.13 Just as CES is getting underway in Las Vegas comes word that Disney is considering getting into the video-game-console market. UberGizmo reports that Disney has patented a gaming console that “will focus on providing a 3D augmented reality experience with its titles, similar to what the Nintendo 3DS does.” While a video-game world of Disney is still a (new and improved) Fantasyland scenario, the estimated 30 million people that will pour through the gates of Disney World this year in Orlando will find themselves in a more game-like experience.
Green Processing: The Cosmetics Industry’s Best-Kept Sustainability Secret Environmental Leader 1.08.13 Consumers are increasingly demanding “greener” products. Today more than ever, buyers care not only about the ingredients inside their favorite products, but also about the impact manufacturing these products has on the environment.
Can Companies Both Do Well and Do Good? Harvard Business Review 1.07.13 Many management thinkers argue that it is no longer enough to do well financially; companies also need to improve the well-being of (or at least not harm) the communities in which they operate, the environment, and their employees. (See, for example, “Creating Shared Value,” by Michael E. Porter and Mark R. Kramer.) That’s the good news. The bad news is that stellar performance on both dimensions is no common or easy feat.
Corporate Sustainability Plans ‘Almost Double Year-on-Year’ Environmental Leader 1.04.13 In 2012, 64 percent of US companies said they had a sustainability plan in place or were in the midst of drafting one, up from 38 percent in 2011, according to research by hygiene and paper company SCA.