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Industry News 06.17.13

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

Check out TWEED, our blog on the intersection of entertainment and marketing.

Read Making magic, using logic: the Ogilvy Branded Entertainment Assessment ModelTM. 

June 17th, 2013



Four Essential Questions to Ask About Your Branded Content AdAge 06.12.13 Branded content and entertainment should be simple: produce a content property inspired by a brand, and delight an audience with its entertainment value or usefulness. It works for brands like Red Bull and Unilever, just as it works for Netflix or ESPN.

Miller 64 Taps Sports Stars for New Web Series ‘The Sub’ brandchannel 06.11.13 Sports and beer seem to be inextricably linked in American culture. Miller64 is taking advantage of the relationship in a new campaign, Go64, in which it asks consumers to tell the world via Twitter and Facebook just how they are competing (and enjoying their post-game brews) this summer.

Kiehl’s Captain America Comic Book Arrives in The Wall Street Journal AdAge 06.07.13 Kiehl’s, the skincare and haircare retailer, sent a custom Captain America comic book to Wall Street Journal subscribers in New York, Los Angeles and San Francisco on Thursday as part of a content-marketing effort meant to help the company better connect with men.



AOL CEO Says Scalability Is Needed in Native Advertising  AdWeek 06.13.13 For all the good native advertising does for brands, a big roadblock the digital ad form faces is its ability to scale, said AOL CEO Tim Armstrong at a breakfast event this morning in New York. “I think it’s beneficial, overall, for brands. I think there’s a danger, though, that native advertising that’s not scaled is not going to solve the issue that publishers have in terms of monetization. 

Report: Apple Ads Not Working Very Well Mashable 06.12.13 Videos from Apple were shared 183,609 times over the last 12 months, according to Unruly Media. Comparatively, Samsung videos were shared 2.37 million times over the same period, while Microsoft ones were shared 1.36 million times. 

Facebook Seeks Simplicity in Social Advertising brandchannel 06.07.13 Facebook is simplifying its ad buying process in an attempt to demystify the 27 ad choices currently available to advertisers with a simple question: “What is the goal of your ad?” Depending on the answer, Facebook will now suggest which format suits a brand best. “You are going to pick an objective,” said Fidji Simo, Facebook’s product manager for ads, according to The New York Times, and “based on that, we will show you a range of formats.”



Trailer Fatigue: Moviegoers Less Thrilled With In-Theater Previews Variety 06.13.13 American movie auds are substantially less likely to watch trailers in theaters than they were two years ago, while trailer viewing online and on mobile devices has jumped over the same time period, a Nielsen National Research Group study found.

ESPN to Shutter 3D Network by End of Year Mashable 06.12.13 ESPN is shuttering its 3D television network, ESPN 3D, by the end of the year, a spokesperson for ESPN confirmed, citing that 3D TVs simply aren’t as popular as they had hoped. “Due to limited viewer adoption of 3D services to the home, ESPN is discontinuing ESPN 3D,” an ESPN spokesperson wrote in an e-mail to Mashable, adding that ESPN “will be ready to provide the service to fans if or when 3D does take off.”

The Rise of Social TV: How Social Media Is Amplifying TV Advertising Business Insider 06.09.13 Research has shown that TV-watching and social media usage isn’t mutually exclusive. Consumers appear to love using social media while they watch TV. Many discuss what they’re watching, and these conversations continue long after air-time, with TV-linked chatter accounting for a significant percentage of overall social media activity.



SundaySky’s SmartVideo Transforms Consumer Data into Digestible Videos brandchannel 06.12.13 Founded in 2007, SundaySky has delivered over 100 million “SmartVideos”—personalized, real-time videos that help major brands like AT&T, Lenovo and Office Depot engage with their customers. Playing on the growing “screen culture,” SundaySky can produce an informative, direct-to-consumer video in seconds thanks to data, like product pricing or personal account details being pushed to the platform.

Hands On With iOS 7: It’s Just the Beginning Mashable 06.12.13 When Tim Cook unveiled iOS 7 at WWDC this week, he called it “the biggest change to iOS since the original iPhone.” He’s right. iOS 7 isn’t just a visual overhaul of Apple’s venerable mobile operating system; it’s a near-total rethink of many of the core paradigms that have come to make iOS, well, iOS.

IBM Builds Millimeter-Wave Transceiver for Mobile Comms, Radar Imaging E Week 06.09.13 No strangers to major scientific breakthroughs, IBM researchers have againpushed the technologic envelope – this time inventing a new semiconductor solution that brings together four integrated circuits (ICs) and 64 antennas in a single package for mobile and transportation systems. IBM officials said Big Blue scientists – in an effort partially funded by the Defense Advanced Research Projects Agency (DARPA) — have achieved a milestone in creating a phased-array transceiver that contains all of the millimeter-wave components necessary for both high data-rate communications and advanced-resolution radar imaging applications.



New report calls for ‘extended leadership’ on sustainability Green Biz 06.13.13 Each year, the Worldwatch Institute publishes its flagship State of the World report. The 2013 edition is organized around whether sustainability is still an attainable goal. In the opening chapter, Worldwatch President Robert Englemen asks starkly, “In the wake of failed international environmental and climate summits, when national governments take no actions commensurate with the risk of catastrophic environmental change, are there ways humanity might still alter current behaviors to make them sustainable? Is sustainability still possible?” 

Unilever, Choithram launch ‘Water Savers’ drive Trade Arabia 06.11.13 Unilever, a leading FMCG company, in partnership with Choithram, a UAE-based retailer, has launched a campaign to promote water conservation and waste management. The 10-day campaign provides consumers with water conservation tips and recycling tools that will help them in taking small sustainable actions that collectively add to a bigger difference.

General Mills and Unilever Fight Food Waste to Fight Climate Change Triple Pundit 06.10.13 Another reason for the business community to get serious about food waste: climate change. According to the latest available figures, food waste accounts for up to 40 percent of the U.S. food supply, which worked out to about 133 billion pounds in 2010 alone. That makes food waste the single largest category of waste in this country, much of it going to landfills where it decomposes and releases methane, a potent greenhouse gas.


End-to-End Content for Hellmann’s 100th Anniversary Celebration

We are excited to share the final installment of the Ogilvy & Mather / Co.Create video series featuring Doug Scott and Brian Orlando, Marketing Director of Hellmann’s. In this video, Brian and Doug discuss celebrity chef Mario Batali’s involvement in Hellmann’s 100th anniversary celebration and how the end-to-end program is setting a new standard for digital content.

Get Ready! Cannes Lions Kicks Off June 16

Cannes Lions has been Inspiring Creativity for 60 years. It is the world’s greatest celebration of creative communications in all its forms. Over seven days in June each year, the whole creative industry comes together to learn from the best and celebrate the work changing the communications landscape.

Entries for Cannes Lions 2013 have closed at a record number of 35,765 entries from 92 countries. For a fifth year in a row, entries have increased at a steady rate, with this year seeing an overall growth of 4% across 16 different awards categories: Branded Content & Entertainment, Creative Effectiveness, Cyber, Design, Direct, Film, Film Craft, Media, Mobile, Outdoor, PR, Press, Promo & Activation, Radio, Titanium & Integrated and the new Innovation Lions categories. All entries can be viewed in the Palais des Festivals in Cannes during the Festival week.




% Variation

      2012 v 2013
Branded Content & Entertainment Lions 800 968 21%
Creative Effectiveness Lions 92 120 30%
Cyber Lions 2458 2627 7%
Design Lions 2182 2373 9%
Direct Lions 2357 2578 9%
Film Lions 3475 3125 -10%
Film Craft Lions 1721 2029 18%
Innovation Lions (new) - 270 n/a
Media Lions 3247 3031 -7%
Mobile Lions 965 1061 10%
Outdoor Lions 4843 5613 16%
PR Lions 1130 1296 15%
Press Lions 6056 5711 -6%
Promo & Activation Lions 2674 2974 11%
Radio Lions 1784 1552 -13%
Titanium & Integrated Lions 517 437 -15%
TOTAL 34,301 35,765 4%

“As the industry continues to evolve, the entries evolve with it, with work coming from more countries than ever, and the newer categories such as Creative Effectiveness, PR and Branded Entertainment showing significant growth,” comments Philip Thomas, CEO of Cannes Lions.

“Sixty years ago, 187 films were shipped to Venice to be judged by the first jury, and it’s extraordinary to think that in 2013 more than 300 jury members will judge nearly 36,000 pieces of work. But one thing has remained the same over the years: the winners will represent the best of the best, and show the way forward for creativity in our industry.”

Stay tuned on all the latest Cannes Lions news with #OgilvyCannes on Twitter. For more information about the Festival, check out these properties:

  • Official site:
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Industry News 06.10.13

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.

June 10th, 2013



Measuring the Impact of Branded Entertainment Fast Co 06.05.13 The last year was a big one for marketers. As technology continues to drive shifts in consumer behavior and media consumption, brands and advertisers are justifiably excited about the emerging new ‘Golden Age’ of advertising yet anxious about their lightening-fast departure from the tried and true. Brands, media companies, and entertainment providers alike have seen creation and distribution barriers collapse, age-old media models get undermined by cat memes, increased pressure to make a dollar go further and a rightful sense of risk aversion, post-recession.

The Rise Of Content Selling Marketing Daily 06.05.13 Content marketing has changed the ways that businesses sell to a B2B audience. In the process, marketing has learned how content builds awareness and accelerates customers though the sales funnel. Now, we are seeing a rapid increase in the trend of sales teams also relying on content as a powerful tool, based on the lessons learned from content marketing. This is content selling.

New York Stock Exchange Joins Content Marketing Push AdWeek 06.03.13 The 225-year-old New York Stock Exchange may be perceived as old-school, but it’s trying to prove it’s as digital as the next brand by capitalizing on the content marketing trend. To that end, NYSE has just launched a standalone site, called The Big Stage. Designed by Digitas, it’s a photo-heavy platform that’s reminiscent of the visually-rich treatments seen on some mainstream news sites (Newsweek’s recent redesign, The New York Times’ multimedia Snowfall package).



Twitter Inks Deal with Ad Giant WPP to Expand Data-Driven Marketing Mashable 06.06.13 Continuing its effort to rapidly scale its ad operations and expand its data for advertisers, Twitter inked a deal with WPP, one of the “big four” global advertising holding companies. According to a release from WPP, the deal will focus on tapping and interpreting Twitter’s data. The agreement spans several WPP units including GroupM, Kantar and digital agencies like Wunderman.

Dove, GE Tap Betaworks’ Tapestry App for Mobile Storytelling AdAge 06.05.13 Tapestry, a new consumer app from Betaworks designed to improve the reading experience for mobile devices, has secured its first advertising deals with Unilever’s Dove and GE.  The mobile app, which has 2,000 mostly long-form stories and allows users to subscribe to authors, is part fo a portfolio of Betaworks startups attempting to reinvent content, including Chartbeat, Bitly, Social Flow, Digg and Instapaper.

Tumblr Extends Native Ad Units To Desktop Feeds Online Media Daily 05.30.13 Tumblr is extending the in-stream ads launched last month in its mobile app to users’ “dashboard,” or news feed on the desktop Web. Initial brands running the new Sponsored Web Posts including Denny’s, Viacom, Ford, Universal Pictures, Capital One, AT&T and Purina.



‘Million Second Quix’: NBC’s 24/7 Game Show Starts in September Huffington Post 06.04.13 “The Million Second Quiz” will take over NBC starting Monday, Sept. 9. The new 24/7 game show will air live from a gigantic hourglass-shaped structure in Manhattan. “The Million Second Quiz” features contestants “test[ing] the limits of their knowledge, endurance and will” as they compete in trivia contests over 12 days. The show continues through Saturday, Sept. 14 at 8 p.m. ET and then resumes on Monday, Sept. 16 at 8 p.m. ET. “Million Second Quiz” will continue to air each night through the finale on Thursday, Sept. 19.

Spurlock talks digital ahead of “Virginity” launch realscreen 06.03.13 The wheel will come full circle for Super Size Me’s Morgan Spurlock (pictured) when Yahoo! debuts his latest web series, Losing Your Virginity with John Stamos, later this summer. The documentarian’s first web series was I Bet You Will, a 2002 webcast about people paid to do outrageous things that sold eventually to MTV.

CBS Gains Full Ownership Of TV Guide Digital Online Media Daily 05.31.13 CBS Corp. has acquired full ownership of TV Guide Digital, including and all TV Guide Mobile apps, it announced on Friday. In March, CBS and Lionsgate each acquired a 50% stake in TV Guide Digital from One Equity Partners for a reported $100 million. CBS was drawn to data showing that the majority of’s audience — as well as that of its apps — are under the age of 35.



Rory Sutherland knows how to save marketing Wired 06.03.13 If the digital age has done nothing else for productivity, it has proved spectacularly effective at generating a supply of mantras. For those of us old enough to remember the incunabula of the web, it is occasionally worth pausing to remember a few mantras often heard in the mid-90s, and to ask how well they have survived the test of time. In 1999 Wired’s US edition predicted the rise of “infomediaries”. I remember that. These seem not to have fully emerged. Nor, in truth, has the “hyperlocal” web really taken shape.

Hulu Sale Heats Up as Yahoo, DirecTV Enter Billion-Dollar Bids brandchannel 06.03.13 Say good-bye to low-ball bidding. After a handful of offers that severely under-valued video streaming giant Hulu, it looks as if those interested have keyed up their game. The behind-closed-doors bidding war heated up over the weekend with bids of up to $1 billion from Yahoo, Time Warner and DirecTV as well as bids from Silver Lake Management, Guggenheim Digital, investment firm KKR and media executive Peter Chernin.

US Government Finally Gives Thumbs Up to Driverless Car Technology brandchannel 05.31.13 The US government now confirms: There might be something to this whole “self-driving” thing. As you were. Catching up at least rhetorically with the state of the art automotive self-guiding technology, the US Transportation Department has made its first policy statement on autonomous vehicles and pronounced them good—for the most part. It said that driverless cars should not yet be allowed except for testing but that semiautonomous features already in widespread use preventing accidents in thousands of today’s vehicles are, well… good for safety.



Unilever launches app to help chefs cut food waste Greenwise Business 06.04.13 Consumer goods giant Unilever has launched an industry-first app that could help the fight against food waste. The free app called ‘Wise Up on Waste’ is designed for chefs and caterers to identify and reduce their food waste. It potentially could help reduce food waste by five per cent, Unilever said. The multinational, which is behind food brands such as Hellmans and Knorr, has conducted research that suggests a quarter of consumers admit to leaving food on their plates when dining out.

Brakes, 3663, Nestle and Unilever link to boost supply chain efficiency The Grocer 06.01.13 The biggest names in foodservice have joined forces to improve supply chain efficiency – and save £100m by 2020. Brakes, 3663, Nestle, Unilever, the BFFF and other members of the Foodservice Directors Group (FSDG) have written to supplies and wholesalers encouraging them to adopt new global standards from GS1.  

The sense and sustainability of The Change Initiative The National 05.31.13 Growing up dirt-poor in Delhi, it was not unusual for Gundeep Singh to go for days at a time without food. So when he earned a scholarship to attend Cornell and then Harvard and started forging a career for himself in business, he made a list in his head of all the things he would buy when he was rich.

Industry News 06.03.13

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.

June 3rd, 2013



New York Times Is Said to Consider More Sponsored Stories AdAge 05.30.13 The New York Times Co., looking to imitate the business models used by startups such as BuzzFeed, is considering letting advertisers sponsor more stories on its website, two people with knowledge of the situation said.

Production house studies effectiveness of branded entertainment in South Africa Product Placement News 05.28.13 Branded entertainment is becoming a popular marketing approach in South Africa. Recently, Quizzical Pictures—a well-known production company in South Africa—studied if branded entertainment achieves its goals. According to the company, it does as long as the product and the entertainment are integrated well.

Ibiza’s Amnesia Nightclub Hopes Branded Content Boosts Brand, Franchise Ability brandchannel 05.27.13 “If you have a dream, and you should have a dream, you have to get behind the steering wheel and step on the gas…” So begins the third annual “season opener” video for the Matinee party at well-known Ibiza nightclub Amnesia. From there, it turns into what it would be like if the year 1990 ate a bag of shrooms and then choreographed the new Cirque du Soleil show. 



How The Sharing Economy Is Fast Changing Advertising Marketing Daily 05.30.13 Everyone’s talking about it – TIME said it’s one of ten ideas that will change the world. I strongly agree. Collaborative consumption, the sharing economy, and communal consumption are all different ways of saying that corporations are no longer in the middle of brands and their customers who love them. Businesses are not only popping up — they are becoming very popular with consumers and investors. Recently featured on the cover of Forbes, Airbnb is disrupting the hotel industry. Lyft is disrupting the taxicab business. And Wheelz is disrupting the world of car rentals.

Facebook, Pinterest, Instagram Play Catch-Up as Social Ad Battle Heats Up brandchannel 05.27.13 Twitter’s aggressive move into social advertising is causing ripples in the eco-system as online platforms increasingly takes lessons from traditional media to heart.  Facebook recently met with marketing heads from Unilever, EE, Barclay’s and Tesco to pitch the benefits of their ad products and measurement tools that will lead to increased sales, regardless of user clicks. “In the branding world, the direct connection between a page impression or a click and the actual purchase doesn’t exist,” said Brad Smallwood, Facebook’s VP analytics. “When people look at things online and then purchase things in store, it’s hard to attribute that. That’s the challenge that TV had for a while and they solved it.”

Ad Agencies See Effectiveness in Online Video E Marketer 05.22.13 The online video advertising ecosystem has gained both prominence and complexity, but that might be because buyers have found that the ads really work. A March 2013 survey of US advertising agency executives conducted by online video ad platform BrightRoll found that the vast majority of respondents (75%) said online video ads were equally or more effective than traditional TV. Nine out of 10 also thought online video ads had equal or greater impact than display ads.



Amazon Decides on Five Original Series; Next Question is Ads AdAge 05.29.13 After letting online viewers to vote on 14 original pilots, Amazon has ordered five to series: “Alpha House,” “Annebots,” “Creative Galaxy,” “Betas” and “Tumbleaf.” These shows – two comedies and three childrens’ shows — mark Amazon’s first foray into original streaming series. The first will be made available to Amazon Prime subscribers later this year.

New York PBS station criticizes reality TV with fake subway ads Inside TV 05.28.13 A series of new posters that chides the state of modern television has begun appearing in subways throughout New York City this week. The prints, distributed by Thirteen, a local PBS station, advertise outlandish, fake shows with names like Knitting Wars and Bayou Eskimos alongside the biting tagline, “The fact that you thought this was a real show says a lot about the state of TV.”

Why Reddit Is Betting On Original Content AdAge 05.28.13 The “80s cliché is that video killed the radio star. Now it’s quickly killing other priorities as a growing number of media concerns put greater focus on original programming, all in a quest for higher CPMs. Some are new players. Consider Reddit, for example.



Consumers Want Mobile-Optimized Web Marketing Daily 05.28.13 How a company presents itself online is almost as important as what is presented online (and for how much) — particularly when it comes to the mobile space. According to a survey from content- and customer-experience management company Kentico Digital, 85% of smartphone owners use their mobile devices to compare information about companies, products and pricing before making a purchase.

With BuzzFeed Video Deal, CNN Goes Native Bloomberg Businessweek 05.28.13 BuzzFeed and CNN have formed a partnership to produce video journalism for the Internet — and, at the same time, a new example of BuzzFeed’s particular brand of digital advertising. In the deal, which was announced Tuesday, BuzzFeed is set to double down on video by building a “social video studio” staffed with 30 new hires who will be tasked in coming months with creating news and entertainment content exclusively for YouTube, some of which will make use of CNN’s vast video archive.

Real-Time Web Turns Consumers Into Impulse Buyers Online Media Daily 05.24.13 Video, mobile, social, and better search capabilities continue to make it easy for consumers to buy online — not just kids, but also older adults. In fact, 65% of girls ages 6 to 16 are more likely to buy straight from a mobile ad if there is a means to do so. Some 80% said they would buy immediately, while 20% would rather wait for a special occasion. Given the purchasing constraints of this demographic, mobile ad agency MobiGirl Media, which conducted the study, said 27% would buy with a credit card, but 48% would ask their parents to purchase an item for them.



Disney, BASF Join Sustainable Brands’ Group; Ceres, WRI Join Growing Blue Environmental Leader 05.30.13 Several companies and sustainability organizations have joined forces this week in efforts to promote environmental management and economic development. The World Resources Institute and Ceres have become the newest members of the Growing Blue network, an online resource designed to help businesses and communities gain a better understanding of water resource challenges and solutions. The website includes water management tools, interactive maps and case studies.

Unilever green campaign helps grow business, livelihood Business Mirror 05.27.13 MULTINATIONAL consumer goods company Unilever fortifies its commitment to the Unilever Sustainable Living Plan (USLP). Launched in November 2010, the USLP global campaign has three key targets that it aims to achieve by 2020: help more than a billion people improve their health and well-being, halve the environmental footprint of products, and source 100-percent of raw materials sustainably.

Nestle Nigeria to mark World Environment Day, reaffirms commitment to environmental sustainability World Stage 05.24.13 Nestlé Nigeria, will join the rest of the world to commemorate the World Environment Day (WED) on June 5, 2013. The annual event is meant to raise global awareness of environmental issues with a view to taking appropriate environmental action. The theme of 2013 World Environment Day is “Think. Eat. Save.”- an anti-food waste and food loss campaign aimed at encouraging consumers to become aware of the environmental impact of food choices.