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

Japan’s All-White Starbucks Will Change Everything You Think About Starbucks brandchannel 10.11.12 A Tokyo pop-up has taken the Starbucks retail store concept to a futuristic, minimalist place that could shake up the java giant’s global development team to rethink everything they hold dear about the brand.

Red Bull Stratos: You’ll Believe a Man, and Brand, Can Fly brandchannel 10.09.12 Can Austrian skydiver Felix Baumgartner break the sound barrier by falling from the edge of space? That is the question on everyone’s mind as Baumgartner, backed by Red Bull, attempts to become the first human to break the sound barrier unaided by a vehicle. 

New £2bn Paramount-branded resort on track for UK market Breaking Travel News 10.08.12 Plans to develop a new £2 billion world class entertainment destination on the Swanscombe Peninsula, North Kent, have been unveiled by a consortium of leading UK and international companies.

ADVERTISING

Report: Global ad spending to top $676 billion by 2016 BtoB Online 10.10.12 Global advertising spending will grow to $676.17 billion in 2016 from $538.70 billion this year, according to eMarketer’s annual “Global Media Intelligence Report.” Much of the growth is from the Asia-Pacific region, where more than 1 billion people now use the Web at least once a month—almost 47% of the total global Web usage, according to eMarketer.

Facebook Scrambles To Catch Up With Mobile Audience Media Post Publications 10.09.12 With Facebook announcing it has topped the 1 billion user mark, there’s little question that the social networking site has world-class reach. But a new study from Macquarie Research focuses on what that audience — in particular, younger U.S. users — are actually doing on Facebook as the key to its success as an ad-supported business.

In Jets QB Controversy, Tim Tebow Gets Starter Endorsement From Madison Avenue NY Sports Journalism 10.05.12 We believe in Tim Tebow. We want him to play football. He should be the starting quarterback for the New York Jets.” Those words did not come from Tebow’s agent, loyal fans of Tebow, Jets head coach Rex Ryan or even ESPN analyst/commentator and noted Tebow supporter Skip Bayless.

ENTERTAINMENT

Interactive Skateboarding Video Lets You Pick The Tricks Mashable 10.10.12 A new skateboarding video puts the power in your hands, letting you decide which tricks popular boarders Ryan Sheckler, Paul Rodriguez and Torey Pudwill should perform next. So will it be the noseblunt nollie heel or the front feeble varial heel? The video has 800 possible outcomes.

Twitter Buys Vine, a Video Clip Company That Never Launched All Things D 10.09.12 If Twitter ends up running its own video service, this should help: The messaging service has bought Vine, a video-sharing start-up. We don’t have terms for the deal, but this looks a lot like an “acqhire”: Vine is a three-man company, based in New York, which formed in June. It has yet to launch publicly. (Update: Maybe not a garden-variety acqhire, we’re told. For instance, there’s a possibility that Vine could still live as a standalone service.) Twitter declined to comment.

Google Play Lets Consumers Buy Content On Google TV Media Post Publications 10.09.12 Google Play will bring movies, TV shows and music to Google TV during the next few weeks, allowing consumers to buy or rent content directly through the Google Play Store on Google TV. The system will automatically identify purchases made on other devices, such as tablets, computers and smartphones. 

MEDIA & TECH

YouTube Now Offers More In-Depth Analytics, Including Time Watched And Annotations Reporting Tech Crunch 10.11.12 YouTube just announced a number of updates that will allow video creators to see more in-depth analytics for how users are watching their videos. YouTube’s analytics now, for example, put a stronger emphasis on audience engagement and allow publishers to see an estimate of how many minutes a video was watched in total.

MIPCOM’12: The world according to YouTube realscreen 10.09.12 Given the crush to cram into the Palais’ Grand Auditorium to see the standing-room only keynote presentation from YouTube global head of content Robert Kyncl, you’d be inclined to believe that it’s YouTube’s world, and we just watch it.

Facebook partners with retailers to test ‘want’ button Chicago Tribune 10.08.12 Facebook Inc. is testing a feature that lets users of the social network create “wishlists” of home furnishings, clothing and other retail products, laying the groundwork for what some believe could be an eventual push into e-commerce.

This October, The Horizons Project won two new industry awards (hooray!) from the Interactive Advertising Bureau (IAB)’s MIXX Awards and BtoB Best Creative Awards.

The Interactive Advertising Bureau (IAB)’s MIXX Awards bestowed The Horizons Project with a Bronze trophy for its Business-to-Business Campaign category. The award recognizes teams and campaigns that are  “propelling the advancement of marketing and advertising by building lasting and valuable bonds between brands and consumers through interactions that were never before thought possible.”

See the Case Study video here: http://www.iab.net/mixxawards/gallery2012/creative.php?typid=1&catid=1&winid=2#.UHbi9xZ25PI

Read the Press Release here: http://www.iab.net/mixxawards/gallery2012/submissions/docs/IAB_MixxAwards2012_WinnersRelease.pdf

BtoB selected The Horizons Project as the winner of its Best Creative Awards for Nontraditional. Here’s why:

“DuPont’s Horizons Project uses various thought leadership pieces to explain pressing global issues—like keeping up with the food and energy consumption of 7 billion people—and seamlessly links DuPont’s brand to some of the most innovative solutions. The project includes: a 20-episode broadcast series based on a concept by OgilvyEntertainment and developed by BBC World News; 12 two-minute documentary-style commercials; global events; and a microsite and social media component. As part of the campaign, award-winning documentary filmmakers set out to capture the human side of these challenges, and the results are a glimpse into how science can change peoples’ lives for the better. One moving documentary-style commercial illustrates how DuPont helped a family of eight in the state of Campeche, Mexico, build a new home. The company’s role in such stories is explained with a light touch; we learn, for instance, how DuPont materials help insulate the walls, but the information is woven tastefully into the vignette. Viewers walk away rooting for the family—and for DuPont.”

– BtoB’s Best Creative Awards

Learn more here: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20121008/ADVERTISING02/310089976/1074/

 

Horizons Episode 12 Coming to BBC World News This Weekend

In this weekend’s episode of Horizons, hosts Adam Shaw and Saima Mohsin will investigate cutting-edge security innovations in Brazil and methods of tackling the drug counterfeit business in India. Sponsored by DuPont, Horizons is developed independently by BBC World News. The television series is part of The Horizons Project, a comprehensive branded content platform developed by OgilvyEntertainment, which aims to reinforce DuPont s a scientific thought leader amongst business decision makers. It airs on BBC World News on Friday at 9:30pm, Saturday at 4:30am, and Sunday at 10:30am and 4:30pm.

This episode also features the latest addition to the DuPont Stories of Inclusive Innovation, “Andrey’s Arc,” set in Opachka Russia.   We hear from one electrical worker about the dangers faced on the job and how arc flash protective clothing with DuPont™ Nomex® helped save his life.   In addition to airing during this weekend’s episode of Horizons, “Andrey’s Arc” is currently live on youtube.com/dupont.

Please join us TONIGHT (10/11) at AMC Loews Village 7 (11th St & 3rd ave) @ 7pm for a special screening of ESCAPE FIRE: The Fight to Rescue American Healthcare. Directors, Matthew Heineman & Susan Froemke, and special guest Wendell Potter (former Vice President at CIGNA, who appears in the film), will be hosting a Q&A directly after the show.  Tickets are still available, so get yours on Fandango now!

RECENT BUZZ:

“Turns an unwieldy, Medusa-headed topic into a convincingly humane argument for change…This hard-hitting film leaves us finally more hopeful than despairing.” - Jeannette Catsoulis, NY Times Critic’s Pick (http://nyti.ms/VrkZLn)

“Cogent, convincing, determinedly non-ideological, ESCAPE FIRE tells us that everything we think we know about that incendiary topic might be wrong.” - Kenneth Turan, LA Times (http://lat.ms/Sw5eSW)

“Two thumbs Up! 3.5 out of 4 stars! Extraordinary! There’s more money to be made in making people sick and healing them than in keeping them well in the first place. ESCAPE FIRE makes this argument with stunning clarity.” - Roger Ebert, Chicago Sun-Times (http://bit.ly/T5VuOI)

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

P&G launches branded entertainment site for women Campaign Asia 10.03.12 FMCG giant Proctor & Gamble, working with MediaCom and Yahoo!, has launched a branded-content channel, Style Factor, to reach digitally savvy women in India, Indonesia, and the Philippines.

Travel site endorses gay marriage in a long-form spot about a father’s journey to understand his daughter AdWeek 10.03.12 Whatever the risks and rewards may be, more and more brands are openly coming out in favor of same-sex marriage—with the significant attendant media coverage surely being part of the point. Oreo’s gay-pride ad in June, which kicked of the Daily Twist campaign, is the most potent example recently.

Mercedes-Benz Drives Social TV Innovation With Twitter #YOUDRIVE Campaign brandchannel 10.02.12 Social innovation is at an all time high and campaigns integrated with social media are the latest incarnation exemplified by the new Mercedes-Benz #YOUDRIVE Twitter campaign, which will let fans help shape the ending. Ever the innovator on digital, Mercedes-Benz is up 10 percent in Interbrand’s just-announced 2012 Best Global Brands report. 

ADVERTISING

Lazarus: Have Passion For Advertising, Promote More Women Media Post Publications 10.02.12 Love it or leave it. That was the advice offered by former Ogilvy & Mather global CEO Shelly Lazarus to those considering a career in advertising. “You have to figure out if you really love it. If not, you’ll never be successful,” Lazarus told attendees at an Advertising Week session, billed as her first time on stage at the annual event. “It’s a tough business.”

Are Brands Entering An Era of ‘Truth In Advertising?’ Forbes 10.02.12 It is becoming increasingly clear that marketers and advertisers have been divided into two camps. There are those that embrace the idea that they are share equal responsibility for their brand with their consumer.  They see themselves as co-brand managers, in a world where customers can shape and share their opinions about brands faster than ever before.

Video Ups Mobile Ad Engagement Media Post Publications 10.02.12 Ad features such as video and image galleries help boost engagement with mobile ads, according to a new study commissioned by Say Media and conducted by comScore. For the ad-related part of the study, the companies looked at 100 recent mobile campaigns on the Say Network to understand which elements made them most effective.

ENTERTAINMENT

TV studios too strong for Apple disruption Variety 10.02.12 The economics of Hollywood’s TV studios have been strengthened so much by new windows that even Apple won’t be able to disrupt their business, according to a new research report. Barclay’s says the TV syndication business has doubled its value over the past decade to an estimated $20 billion this year.

Online Video Viewers Spend More Time on YouTube, Netflix, AOL, ESPN Media Posts Publications 10.01.12 A quick analysis of Nielsen’s online video statistics at various points in the last year reveals that while the number of online video viewers in the United States has remained steady, they’re watching more — a lot more streams, in some cases — at the top destinations, and that’s where the growth in the business is coming from.

Internet TV Isn’t Ready to Replace Cable Yet Mashable 10.01.12 Roku founder Anthony Wood runs a startup that, along with companies like Apple and Microsoft, sells hardware that’s bringing web video to home television screens. It’s no wonder his nine-year-old daughter prefers to watch her favorite Disney shows on Netflix at her whim, rather than surf Disney’s own 24-hour cable channel.

MEDIA & TECH

Twitter Partners With Nielsen on New Tool to Measure Brand Impact Mashable 10.03.12 Twitter announced Wednesday that it is partnering with Nielsen to launch a new survey tool that is intended to help brands measure the impact of their marketing campaigns on the social network. With the new tool, Twitter’s advertising partners will be able to conduct surveys on the social network from the new @TwitterSurveys account.

How ‘The New York Times’ Is Adapting for Mobile Mashable 10.01.12 “It’s very hard to keep up with the consumer,” Denise Warren, general manager of NYTimes.com, observed on stage at an Advertising Week event on Monday in New York. “Their needs are insatiable.” Warren spoke about how The New York Times has evolved to accommodate the demands of consumers who want and expect to be able to access news on their growing collection of Internet-connected devices.

Social Media Interactions May Influence Offline Behavior Media Post Publications 10.01.12 About 56% of consumers participating in a study analyzing how Twitter tweets, Facebook posts and Pinterest Pins influence offline behavior said they have never used a mobile app to help achieve a personal goal. Those changing their offline behavior based on an app relate more to topics on improving fitness and knowledge of specific subjects.