Hellmann’s is celebrating their 100th Birthday in 2013 and there are a lot of exciting things planned for the brand’s centennial. To kick off the celebration, Hellmann’s has partnered with ABC’s first primetime cooking competition, The Taste. The premise of the television show is very similar to that of The Voice, only for food! Professional chef mentors Anthony Bourdain, Nigella Lawson, Brian Malarkey and Ludo Lefebvre select their teams based off of a blind taste test of the contestant’s cooking. The remaining episodes then feature the mentors helping the contestants sharpen their skills through multiple team and individual challenges. When it comes time to send people packing, it all depends on blind tasting just one bite, and the judges risk voting off one of their own team members.

As part of the Hellmann’s integration, The Taste worked with ABC to create an exciting way to engage with the at-home audience, enabling viewers to interact with and be featured on The Taste. Fans and foodies alike can share their favorite Hellmann’s recipes on the show’s digital and social platforms and five of the best entries get to appear in a special segment to cook their recipe alongside one of the chef mentors. The winners’ vignettes of the “Blue Ribbon Challenge” will air in showtime during the last 5 episodes, and will all highlight what Hellmann’s does to bring out the best in their dishes.

The Taste has gotten off to an extremely strong start with very high ratings.  Make sure to tune-in to watch the show unfold, and don’t forget to enter your own Blue Ribbon Recipe…there is only a short time left before Hellmann’s selects the winners to appear on the show!

Ogilvy & Mather announced today important changes to its Worldwide Board. Firstly, Carla Hendra, Chairman of OgilvyRED, the agency’s global strategy and innovation practice, has been appointed Vice Chairman of the Board, a newly created position.  Additionally, the agency announced a significant expansion of the Board to include a more diverse and youthful group of leadership.

Commenting on the 12 new members who were elected to the Board, Chairman & CEO Miles Young remarked, “These additions represent a wonderful range of our key talent and inject a significant infusion of new blood.  Our Board will now be significantly more diverse, and I believe, will be reflective of and useful for many of the debates about content which need to happen at the heart of our business.”

Commenting on Carla Hendra, Young added, “I am so very pleased to announce that Carla has been elected to the role of Vice Chairman. Carla’s contribution over the years has been enormous, not least recently as the founder and driver of OgilvyRED.  As our Board continues to grow, we will need someone with Carla’s laser focus and drive to help harness the diverse talents and viewpoints within our Board to the advantage of the entire agency.”

The newly elected members are:

Nelly Andersen, Executive Vice President of Global Brands, OgilvyOne Worldwide

Lou Aversano, Chief Operating Officer of Ogilvy East

Brandon Berger, Worldwide Chief Digital Officer

Shenan Chuang, CEO of O&M Greater China

Annette King, CEO of OgilvyOne EAME and Chairman of OgilvyOne London

Paul Matheson, Regional President Strategy and Planning of O&M Asia Pacific

Jaime Prieto, President of Global Brand Management

Ben Richards, Worldwide Head of Integrated Strategy
Madhukar Sabnavis, Vice Chairman and Country Head, Discovery and Planning, O&M India

Gunther Schumacher, Worldwide Chief Operating Officer of OgilvyOne Worldwide

Steve Simpson, Chief Creative Officer of O&M North America

Paul Smith, Regional Creative Director EAME

Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the followinåg disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @OgilvyWW and on Facebook.com/Ogilvy.

Contact:
Cindy Luong
cindy.luong@ogilvy.com

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 Model^TM.

BRANDED ENTERTAINMENT

David Beckham Strips Down to His Skivvies in Guy Ritchie Film for H&M AdAge 2.06.13 If you like your beefcake to be able to run and swim — and do it all wearing the skimpiest pair of H&M underwear we’ve ever seen, you’ll love this energetic film for the clothing brand starring David Beckham in hot pursuit of a bathrobe, directed by Guy Ritchie.

Director Michael Haussman’s The Unsinkable Henry Morgan Screened At Festival, Then Premiered on Sundance Channel Shoot Online 2.01.13  Though it wasn’t part of the recently concluded Sundance Film Festival’s official program, the documentary The Unsinkable Henry Morgan made a major splash at the event. A special screening of the film–created by the Captain Morgan brand (owned by Diageo) in tandem with the Sundance Channel, director Michael Haussman of HSI, and NY ad agency Anomaly–was held at the Filmmaker Lodge in Park City during the Sundance Fest and two days later (1/20) premiered nationally on the Sundance Channel.

Ron Howard to create branded entertainment productions Product Placement Biz 1.29.13 Ron Howard, the award-winning film director, has expressed interest in orchestrating branded entertainment productions. In fact, the popular duo of Howard and topnotch producer Brian Glazer could be bringing their talents to the world of marketing. In an interview with Fortune magazine, the 58-year-old Howard expressed eagerness to bring his craft and creativity to the platform of branded storytelling. He cited Jay-Z as one of his inspirations in the platform of branded entertainment. 

ADVERTISING 

Google wins landmark advertising case in Australia Reuters 2.06.13 Google Inc won a landmark court case on Wednesday when Australia’s High Court ruled that it had not engaged in misleading behavior with its sponsored links and that it was not responsible for messages conveyed by paid advertisers. The ruling helps Internet providers and search engines argue that they are not publishers, but simply carriers of information provided by third parties.

Digital Ad Spend May Surpass Trad Media In Near Future Media Post Publications 2.05.13 A new survey of ad agencies indicates that digital media may eclipse traditional advertising in the near future, with nearly one-third of respondents expecting to spend more on digital than on traditional media within the next three years. That’s according to a survey conducted by ad transaction processor Strata, which polled nearly 100 ad shops in the fourth quarter.

Slam Dunk: Nimble and Playful at 100, Oreo Ties Dome Darkness Into Campaign brandchannel 2.04.13 The Oreo brand showed a digital nimbleness heretofore unseen during Sunday night’s Super Bowl game — the stuff marketers dream about. The Mondelez-owned Oreo had already aired its Super Bowl TV commercial, “Whisper Fight,” which promoted the “Cookie or Creme?” debate with a social marketing campaign: an Instagram link to continue the conversation, visually. The spot asks: Is the cream or the cookie that is the most delicious part of an Oreo?  

Super Bowl Ads On Mobile Don’t Encourage Brand Interaction Media Post Publications 2.04.13 The majority of consumers watching the Super Bowl would like to take action on their mobile devices, based on television commercials — but most didn’t, according to findings released Monday by the Mobile Marketing Association and Session M. In fact, 21% want to see more commercials inviting them to interact with the brand on a mobile device and be rewarded with incentives and content for their actions.

ENTERTAINMENT

Time Warner Says Netflix Demand Fueling More Original TV on Cable AdAge 2.06.13 Time Warner plans to significantly increase original TV programming on TNT and TBS as streaming video services like Netflix start to pony up for shows like “Dallas,” the company said today. ”In the last few months, Turner and Warner Bros. together announced deals with both Amazon and Netflix, licensing serialized shows such as ‘Dallas’ and ‘Falling Skies,’ along with animated series from both Cartoon Network and Adult Swim,” said Time Warner Chief Financial and Administrative Officer John Martin on a conference call discussing the company’s most recent financial results.

Don’t like television? Then you’re not going to like the future of Twitter very much Gigaom 2.05.13 According to a number of anonymous reports, Twitter is in the process of buying Bluefin Labs, an analytics company that specializes in broadcast media — an acquisition that would be its largest ever. Although the news hasn’t been confirmed by either party, a Bluefin deal fits the trajectory that Twitter has been on for some time now: namely, a focus on television as a key partner for the real-time information network. But will this choice divert Twitter from a much larger opportunity and/or drive away users? (Update: Twitter has confirmed the acquisition)

‘Iron Man 3’ Grabs Moviegoer Interest With Cliffhanger Super Bowl Ad Media Post Publications 2.05.13 After all of the heartfelt brand affinity and predictable cleverness that is Super Bowl advertising, it still boils down to selling the goods. In the case of movie studios, the big games are an opportunity to whet audience appetite for releases that are sometimes months away and get butts into seats.

MEDIA & TECH

Liberty Global to Acquire Virgin Media, Creating World’s Leading Broadband Firm brandchannel 2.06.13 In a deal that looks to dramatically change the complexion of the media business, U.S.-based Liberty Global will buy the U.K.’s Virgin Media to create a broadband company that will supplant Comcast as the world’s biggest cable operator.

Facebook Fatigue Sets In: Less Usage Predicted In 2013 Media Post Publications 2.06.13 A new survey suggests Facebook fatigue may be setting in for some, especially among the younger users for whom it was initially created nearly a decade ago on the Harvard campus. More than a quarter (27%) of Facebook users plan to spend less time on the site this year, with 38% of those ages 18-29 planning to cut back, according to a new study by Pew Research Center’s Internet & American Life Project.

Google Spends $125 Million On Channel Intelligence To Improve Google Shopping Business Insider 02.06.13 According to its blog, Channel Intelligence (CI) tracks online retail sales for a number of categories ranging from computing to consumer packaged goods. We’re unfamiliar with Channel Intelligence, but we assume it will be a part of Google’s efforts to ramp up shopping. On its site, CI talks about working with Google shopping and boosting traffic for retailers. 

SUSTAINABILITY

Greenpeace Challenges Fashion Industry to Become Environmental Leaders brandchannel 2.07.13 As many high-end brands show off their latest designs at New York Fashion Week, Greenpeace has a big message for the fashion world at large: It’s time to clean up your act. The latest from Greenpeace’s global Detox campaign is its “Fashion Duel,” with Italian actress Valeria Golino leading the charge for the industry to make environmental stewardship a priority in their operations.

Half Of Unilever’s Global Factories Now Zero-Waste Earth Techling 2.05.13 The British/Dutch conglomerate Unilever may have a reputation for creating enormous amounts of packaged food and personal grooming products that the world doesn’t really need. But the company is at least doing its best to create these unnecessary items in the most sustainable way it can. In late January, Unilever announced that just over half of its 258 factories around the globe are now zero-waste facilities, meaning they send no waste products to landfills.

H&M Joins With WWF to Improve Stewardship of Global Water Supply brandchannel 2.01.13 Swedish multinational retailer H&M has joined forces for a three-year global collaboration with the World Wildlife Federation, adding French actress/singer Vanessa Paradis to be the spring face of H&M’s Conscious Collection. Paradis sports fashions made from Conscious materials such as organic cotton, recycled polyester and Tencel.

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 Model^TM.

BRANDED ENTERTAINMENT

Seth Rogen and Paul Rudd to Pitch Big Ideas in Samsung’s Super Bowl Ad AdWeek 1.31.13 Samsung has some fun with the NFL’s strict trademark rules around the Super Bowl (see Adweek’s own banner above for evidence of that) in the 60-second spot below starring Seth Rogen, Paul Rudd and Breaking Bad‘s Bob Odenkirk—a teaser for the company’s two-minute in-game commercial. The finished ad, created by 72andSunny and directed by Jon Favreau, will air during the fourth quarter of Sunday’s broadcast.

Targeting the Web: Wry Fashion Show, Exclusives Boost Target’s Online Push brandchannel 1.29.13 Target is taking “online only” to a new level. Last week, the retail giant hosted the Target Everyday Show, an interactive event on Twitter leveraging its tongue-in-chic “Everyday Collection” TV campaign by creating a virtual runway show that drew on people’s tweets about everyday products submitted via hashtag. Calling the event its Tweet-to-Runway Show, Target chose its favorite tweets by fans to be featured on its YouTube channel and on a microsite, EverydayShow.com.

Qualcomm Expanding 3D AR Technology For Brands Media Post Publications 1.25.13 Qualcomm is working to develop augmented reality for more complex 3D objects via affordable phones. The goal is to provide brands with a new revenue stream from virtual items that connect with the physical world. Jay Wright, head of Qualcomm’s Vuforia augmented reality program, describes one example to Online Media Daily as virtual furniture for a physical dollhouse that kids can see through the eye of the camera on a smartphone or tablet.

ADVERTISING

Budweiser’s First Tweet Asks Fans to Name Baby Clydesdale, Star of Its Super Bowl Ad AdWeek 1.28.13 Babies are always big at the Super Bowl. This year, Budweiser might have the cutest one. A new baby Clydesdale, born Jan. 16, will star in the Anheuser-Busch brand’s traditional 60-second Clydesdales spot on this Sunday’s game. To build anticipation, Bud last night sent out its first-ever tweet, asking fans to name the foal using the hashtag #Clydesdales.

Advertisers Link With Oscar Site, ABC App Media Post Publications 1.25.13 The Oscars may be a month away, but advertisers are starting to digitally link with ABC’s coverage. A pair of advertisers — University of Phoenix and Hyundai — have top-line roles on Oscar.com and a related ABC app. The University of Phoenix is the presenting sponsor of a “My Picks” section on both properties, while Hyundai has the position for the “Nominees” area. Both are also running video spots online and on the app, which are sold by ABC.

Super Bowl: 39% Prefer Ads Over Game Media Post Publications 1.25.13 Thirty-nine percent of American adults say that the ads are their favorite part of the Super Bowl, versus 28% who favor the game itself, according to a survey by market research company Lab42. The online survey was conducted among 500 adults (50/50 male/female split).

ENTERTAINMENT

TV Still Tops, But Multiscreen Viewing Commonplace Media Post Publications 1.28.13 A majority of U.S. consumers — 60% — still want to watch their shows on TV, but these same consumers also want their smartphones and tablets by their side. Drilling down to other data, KPMG International said in a new report that in the U.S., 42% of consumers say they watch TV and access the Internet via a laptop or PC, while 17% watch TV and access the Web via a smartphone. The study also found that 22% watch TV and use a social networking site at the same time.

Theater Gives Free Seats to Viewers Who Tweet Performances Mashable 1.28.13 While seat-kicking and talking in a theater will likely incite the ire of fellow seatmates, using your smartphone may soon lose its taboo status. The Providence Performing Arts Center in Providence, R.I. has designated a section of its theater for “tweet seats” since last spring. Located in the back two rows to avoid distracting patrons, the seats are free for those who promise to live-tweet a performance, marketing-project coordinator Caitlyn DiPompo told Mashable.

Web Series Gain Traction Among Viewers The Content Strategist 1.25.13 13 may be the year of the web series second season. What do you think? Liz Shannon Miller of Paid Content says that in past years, many web series haven’t make it past one season, either due to low budgets or bigger opportunities. But this year, four online shows, ”Burning Love,” ”Comedians In Cars Getting Coffee,” ”Squaresville,” and ”Video Game High School” will be returning for a second shot.

MEDIA & TECH

This Entire City Of Inanimate Objects Can Now Talk To You Via Text Fast Company 1.31.13 In one of Simon and Garfunkel’s most popular songs, the singers famously stop and chat with a lamppost: “Hello lamppost, / What cha knowing? / I’ve coming to watch your flowers growing. / Ain’t cha got no rhymes for me?” The lamppost does not. But had the duo been passing through Bristol, England, in 2013 (and not New York City in 1966, where the song took its inspiration), they might have gotten at least a response from a lamppost, or even a postbox or a bus stop.

IBM Announces New Software, Cloud Services for Social Business eWeek 1.28.13 IBM has announced new software and cloud-based services to help business leaders, such as chief marketing officers and chief human resource officers, further transform their organizations into social businesses. The new offerings, announced Jan. 28 at IBM Connect 2013, will help business leaders integrate IBM’s social networking and analytics technologies into their business processes to empower what IBM refers to as the 21st century workforce and transform client experiences.

Twitter’s Vine Shows That 6-Second Video Is Not ‘The New 140 Characters’ Media Post Publications 1.25.13 You can’t blame Twitter for expanding its service to embrace more image editing and video services. After all, after the blockbuster success of 140 characters, you need a second act. And a host of other startups have been leveraging the Twitter hashtag and cross-posting to the micro-blog in order to get their own scale. And so shortly after adding Instagram-like image editing and sharing services to its apps, Twitter released the Vine app yesterday.

SUSTAINABILITY

The World’s Best Sustainability Ideas Forbes 1.30.13 Katerva, a four-year-old nonprofit set up to recognize and support stand-out sustainability efforts around the world, has just announced its second annual awards in a competition it bills as the Nobel Prize in the broad and somewhat amorphous field of sustainability. Among the eclectic choices: a computer game that solves scientific problems, a nonprofit co-founded by actor Matt Damon that leverages donor funds to provide microloans to clean water projects and a venture by Japanese technology giant Mitsubishi that makes ships move more efficiently through the ocean, cutting down on CO2 emissions.

Unilever launches second phase of sustainability scheme Marketing Week 1.30.13 The Bathroom Challenge asks 12 UK households to find ways to reduce water and energy use and minimise bathroom waste while doing every day activities such as brushing teeth, washing hands and showering. Participants will trial bathroom and laundry-related tools and be encouraged to adopt different behaviours to see which are more popular and effective. Unilever will then look at how to use the insights in its behaviour change marketing and product development.

Walmart launches online destination profiling green innovations, pioneers Chain Store Age 1.28.13 Mother Nature Network and Walmart are teaming up to launch an online destination that profiles the biggest innovations in sustainability – and the pioneers who are creating them. “There are an incredible number of new ideas, programs, products, and services being created, which will have a very positive impact on sustainability,” said Joel Babbit, CEO of Mother Nature Network. “And most interestingly – they aren’t all from large corporations. Many are developed by very small companies, schools, non-profit organizations – some even by single individuals.”

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 Model^TM.

BRANDED ENTERTAINMENT

Esurance Launches Facebook Contest Media Post Publications 1.22.13 Esurance has launched a contest on Facebook as part of its South by Southwest 2013 sponsorship. The SXSW “Dream Gig” contest, hosted on the Esurance Facebook page, invites lovers of social media, film, tech, and music to apply to join the Esurance team onsite at its booth at the Austin, Texas music festival to help cover the event.

Chinese Viewers Flocking to Brands’ Online Mini-Movies brandchannel 1.22.13 In Pepsico’s short film “Bring Happiness Home,” a ragtag bunch of Chinese travelers trying to get home for Spring Festival (Chinese New Year) comes together thanks to Pepsi and Lay’s. The film has logged more than 100 million views in its first week of release online, and is among many recently produced pieces that suggest 2013 could be an explosive year for branded content in China.

Capri Sun Launches Major Social Campaign Media Post Publications 1.22.13 Kraft Foods’ Capri Sun is today launching its biggest social media activation to date. The “Seize the Day” campaign, which is kicking off with a sweepstakes, aims to engage moms by helping them help their kids stay busy and make the most of each day.

ADVERTISING

Audi Asks Viewers to Choose the Ending of Its Super Bowl Spot AdWeek 1.23.13 Audi is letting viewers choose its Super Bowl ad this year—or rather, the ending of it. Venables Bell & Partners in San Francisco has created three different endings to a 60-second spot about a teenage boy on prom night. This Friday, from midnight to midnight ET, viewers will get to see all three versions and vote for their favorite.

How Google Glass Could Change Advertising Mashable 1.23.13 It’s 2015 and you’ve just arrived back in New York City from a weekend trip. You’re standing in Times Square when it occurs to you that you’re hungry. So, literally in the blink of an eye, you call up information about all the nearby restaurants. You realize, however, that you could also use some companionship so you say “friends nearby restaurants.” Just then you see that a pal of yours has checked in to Fannelli Cafe in SoHo. You quickly text him and arrange to meet. When you call up directions, you get an offer for $2 off your first Guinness. All thanks to Google Glass.

Rookie Advertisers Make Noise On Super Bowl Sunday Media Post Publications 1.22.13 There has been a lot of talk this season about the play of NFL rookie quarterbacks, including Andrew Luck, Robert Griffin III, Russell Wilson, Brandon Weeden and Ryan Tannehill. Now comes the time to anticipate the play of rookie advertisers in the Super Bowl.

ENTERTAINMENT

NASA to Premiere New Mars Exploration Film Mashable 1.23.13 NASA is unveiling a new documentary film about the history of Mars exploration today to an audience in the Los Angeles area, and there’s a chance the movie could eventually get distributed nationally. “The Changing Face of Mars” premieres tonight at 8 p.m. PST at the California Institute of Technology’s Beckman Auditorium in Pasadena. Admission is free, with seating on a first-come, first-served basis.

Sundance Filmmakers Can Self-Distribute Films Online After Festival Mashable 1.23.13 The Sundance Film Festival, which kicked off last week in Park City, Utah, has long been one of the go-to events for filmmakers hoping to get their projects noticed by some of the industry’s top players. This year, the institute announced its partnership with an online video platform called Reelhouse, which filmmakers from the event can use to self-distribute their work online.

SeaWorld Orlando Launches ‘Epic Voyage’ Media Post Publications 1.21.13 SeaWorld Orlando is kicking off its “Epic Voyage” campaign in New York City as part of its launch of the park’s largest-ever attraction opening this spring. The campaign for “Antarctica: Empire of the Penguin” includes stops in seven cities and a new mobile app, both designed to give families a sneak peek into the new attraction’s adventure in ways as amazing as the continent itself. 

MEDIA & TECH

Google’s Universal Analytics Set To Transform Online Marketing Media Post Publications 1.22.13 It has been a few months since Google announced Universal Analytics, which will provide marketers with greater visibility into people’s interactions with a Web site at multiple levels. Universal Analytics will transform how marketers interpret consumer behavior. Universal Analytics will open doors for more in-depth analysis of brands’ Web sites. It is a complete overhaul of Google Analytics. It requires marketers’ immediate attention in order to stay on top of the data revolution that is reshaping much of our economy and society.

Golf Channel, WGT Team for Virtual Play Media Post Publications 1.18.13 The Golf Channel has a deal with online game marketer WGT to offer a virtual tour, including an opportunity to “play” such famed courses as St. Andrews and Bethpage Black. The free gaming will be housed on a network micro-site.

Instagram For Video – Music, Meaning And Moments Succeed Where Others Fail Tech Crunch 1.20.13 There is a burgeoning fascination around the topic of which startups will become the “Instagram for video.” Stories abound on the subject. I previously wrote about it for TechCrunch, but focused primarily on execution and getting the U/X “right” rather than identifying potential winners. While most articles do identify mobile video “contenders,” they also miss the mark, because they fail to focus on the fundamental differences between video and still-image content. These differences mean that virtually all current “public share”-focused video Instagram clones are dead on arrival out of the gates.

SUSTAINABILITY

Catching On: McDonald’s, UK grocer Sainsbury’s Embrace Sustainability Push brandchannel 1.23.13 Efforts to curb overfishing of the world’s most popular species are reaching deeper into supermarkets and fast-food menus. The UK grocery Sainsbury’s will begin a “Switch the Fish” campaign on Friday, giving away seven tons of such “sustainable fish” as lemon sole, mussels, Cornish sardines and coley fillets, Marketing Magazine reports.

Surviving the Heat: Coca-Cola Stay With WWF in Quest to Save the Polar Bear brandchannel 1.23.13 It’s been slightly more than a year since Coca-Cola failed quite publicly in attempting to help fight climate change — an effort that made plenty of consumers unhappy with the beverage company’s embrace of a controversial political cause. But Coke hasn’t backed down, continuing its partnership with the World Wildlife Fund to help keep the Arctic ice intact and protected from melting — and help save its iconic polar bear.

Victoria’s Secret Bans Toxic Chemicals, Joining Environmental Campaign brandchannel 1.22.13 Limited Brands, owner of Victoria’s Secret and La Senza, has committed to eliminate hazardous chemicals from its global supply chain in response to Greenpeace’s Detox campaign. An investigation in 2012 by the environmental advocacy organization revealed a hormone-disrupting phthalate in underwear sold in Victoria’s Secret stores in the United States.