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Ogilvy & Mather Wins Global Tiffany & Co. Account

OFFICIAL PRESS RELEASE BY OGILVY & MATHER

NEW YORK, February 24, 2014 — Ogilvy & Mather Worldwide has been appointed as the global marketing communications partner to complement the internal marketing capabilities of luxury retailer, Tiffany & Co., following a selection process that narrowed down the choices from a number of firms over a four-month period.

Ogilvy & Mather will provide brand positioning and advertising support for Tiffany & Co. globally with creative and strategic hubs in New York and Paris. The scope of the assignment will cover print, digital, video and out-of-home.

Lauren Crampsie, global chief marketing officer of Ogilvy & Mather, said, “Tiffany is one of the most renowned luxury brands in the world. We know this was an incredibly important decision for them and we are honored to be selected as their trusted marketing partner.”

“We are thrilled to have the privilege of partnering with such an iconic brand. From a creative point of view, it’s exciting to have the opportunity to develop emotionally inspiring work that provokes desire in the world,” said Chris Garbutt, Chief Creative Officer Ogilvy & Mather Paris and New York. “Tiffany is the benchmark luxury brand to create this next chapter, and we are delighted to be part of this adventure!”

When asked what set Ogilvy & Mather apart from the other finalists, Caroline Naggiar, senior vice president and chief marketing officer for Tiffany & Co. stated, “We were impressed by Ogilvy’s experience in luxury, creative approach to solving consumer challenges in a new era of brand building and proven ability to implement integrated campaigns across the globe. We believe they will be instrumental in further enhancing our global business.”

 

Industry News 2.24.14

BRANDED ENTERTAINMENT

Vans Celebrates Its Fans And Their Lifestyles With Incredible Documentary Series AdWeek 2.18.14 Vans has released an ambitious new documentary project titled “Living Off the Wall” with a gorgeous scrolling website and so much great content. While the Vans viewpoint is present with content about skateboards, tattoos, motorbikes and punk and gypsy lifestyles, the shoes are conspicuously silent.

BMW To Bring Back BMW Films AdAge 2.14.14 BMW of North America is planning to bring back BMW Films, the pioneering online movie series produced by A-List Hollywood directors/actors that popularized branded content on Madison Avenue more than a decade ago.

UM’s Chief Content Officer Scott Donaton Articulates The Value of Branded Entertainment (Video) NATPE 2.17.14 Scott explains how brands are seeking to move from traditional interruptive advertising experiences to ones where they can add value to conversations that audiences are already having. Scott also details how brands measure the success of their branded entertainment initiatives.

ADVERTISING

Forget Beer-Drinking Good Ol’ Boys; Meet Nascar’s Fitness-Freak Drivers AdAge 2.20.14 Nascar and Ogilvy & Mather New York challenge the stubborn image of drivers as beer-guzzling good ol’ boys as part of a new brand campaign breaking during Fox’s telecast of the Daytona 500. The three new brand spots are designed to work together to promote Nascar’s new 2014 season.

Pepsi Max Puts Vine Videos On U.K. Billboards AdAge 2.20.14 Pepsi Max is closing the gap between social media and outdoor advertising by putting Vine videos on billboards across the U.K. as part of the brand’s “Live For Now” campaign.

No Backlash For Olympic Sponsors: Chobani Rises Most AdAge 2.20.14 Sponsors of the Sochi Olympics don’t seem to be experiencing the backlash that some had predicted over Russia’s anti-gay laws, new research suggests, and non-sponsor Chevrolet has achieved big boosts among gay and lesbian consumers by introducing a commercial showing gay families during Olympics coverage.

Entire Ad Break Is Made Of Lego In Delightful Stunt For Toy Company’s Movie AdWeek 2.10.14 Here’s a fantastic ad stunt orchestrated by media agency PHD on Britain’s ITV. The TV broadcaster devoted a whole commercial break during an episode of Dancing on Ice to airing remade versions, done entirely in Lego, of four well-known British ads—to promote The Lego Movie.

ENTERTAINMENT

Vice Goes Into Food Business With FremantleMedia AdAge 2.18.14 Vice and FremantleMedia will jointly develop and produce “hundreds of hours of content” for the property, said Vice president Andrew Creighton. That content will skew heavily toward video but also feature articles and recipes. Vice will oversee how that content is distributed digitally, including an owned-and-operated site, a YouTube channel and eventually apps. And television production company FremantleMedia will secure deals to air its content on TV in the U.S. and internationally.

Time Inc. Announces Launch of New Sports Network AdWeek 2.20.14 Sports Illustrated is making a big bet on video with the planned launch of a streaming sports network to complement its existing brand. Called 120 Sports, the new standalone business brings together partners SI parent Time Inc. along with the MLB, NHL, NBA, Nascar and leading college conferences, and will give viewers cross-platform access to game highlights.

Amazon Said To Be Looking At March For Streaming TV Box Launch Tech Crunch 2.21.14 A new report pegs Amazon’s potential TV set-top box launch for March. Re/Code reports that the ecommerce and digital media giant is indeed still hard at work on a streaming TV device.

Vevo Music Video Views Up 33% in 2013 As Mobile & Tablet Use Surges Los Angeles Times 2.19.14 Views of music videos on the online service Vevo increased by a third in 2013, driven largely by a big jump in use of the company’s mobile, tablet and Internet-connected TV apps. Users watched 55 billion music videos worldwide on Vevo last year, up 33% from 2012, the New York company said in a new report on its viewership.

MEDIA & TECH

Google Strikes Upfront Deal With Ad Giant Magna Global USA Today 2.18.14 Google struck an “upfront” deal with Magna Global, one of the world’s largest advertising buyers, the latest effort by the Internet search leader to win more of the marketing dollars that traditionally pour into TV each year. Magna Global, a unit of Interpublic Group that oversees $37 billion in annual ad spending, committed about $100 million of client marketing money to Google properties, including YouTube, its online display ad network and mobile platform.

Photos Become Ads With New Technology The New York Times 2.15.14 A new technology starting to catch the attention of publishers, especially outside the United States, could further feed the debate over native advertising by turning any visual element on a web page, including editorial photographs and videos, into advertisements.

Facebook’s $19 Billion Move You Might Not Notice CNN 2.21.14 The social media giant dropped that mind-boggling amount Wednesday on WhatsApp, paying 19 times more than it did for Instagram (or the gross national product of some small countries, if you prefer) for a texting app that most folks in the United States had never even heard of.

Why Candy Crush I.P.O. Could Be A Dangerous Game The New York Times 2.19.14 Candy Crush is destined to be a heart breaker. The addictive mobile app’s Europe-based maker, King Digital Entertainment, is ready to capitalize on the hype with an initial public offering in the United States. With its top hit Candy Crush Saga generating about 80 percent of revenue, though, investor infatuation would be a dangerous game.

CLIENT NEWS

Philips Named #50 Most Innovative Companies 2014 Fast Company 2.10.14

Philips Shines Light on Vietnam’s Iconic Dragon Bridge Voice of America 2.14.14 In an effort to shore up Da Nang’s night life and enhance its most valuable asset – tourism – the government and Royal Philips collaborated on a two-year project to light three bridges across the Hang River. One of them is the Rong or Dragon Bridge - a 666-meter-long structure designed and shaped like a dragon that Ngian says is now the most popular of the three attractions.

SABMiller To Develop Beers For Wine And Spirits Drinkers Marketing Week 2.19.14 SABMiller is developing beers to attract wine and spirits drinkers as it looks to counter similar innovation drives from rival brewers AB InBev and Heineken to introduce new beer styles.

EVENTS

Catch up on all the incredible insights from Social Media Week New York on Social@Ogilvy’s website here.

Are you ready? SXSW kicks off on March 7th in Austin. Scope out the Interactive Festival agenda here.

ZANY

Is this video about conference calls a comedy sketch or real life?

Social Media Week

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Social Media Week takes NYC by storm starting next week, from February 17th to 21st.

This year, SMW and Nokia offer a new Campus experience at Highline Stages, which will host more than 100 sessions, keynotes and masterclasses, in addition to a Pop Up Marketplace, installations and Nokia’s Now Studio. Social Media Week aims to provide the best information, ideas and inspiration to help people understand how to achieve more in a hyper-connected world.

This year, Social@Ogilvy and Like Minds partner for a special VIP event taking place at Ogilvy headquarters on February 18th, from 10am to 4pm. The event will be moderated by three of the world’s leading social media advocates and business authors – Peter Shankman, Chris Brogan and Jeff Pulver. They’ll be debating a session during the day with a panel of three senior level practitioners from leading brands including Weight Watchers, Whole Foods and Sony, followed by a half hour “Fireside Chat” led by Thomas Crampton, Managing Director of Social@Ogilvy, to discuss, debate and access practical guidance for their businesses from our three leading social media industry thought leaders. Each session will be live-streamed and recorded in HD and the videos will be uploaded to the Like Minds platform, creating the opportunity for open global engagement. Full of learning, inspiration and wow moments, it promises to be a “must-attend” event. You can find out more details here:http://wearelikeminds.com. To request an invitation, email Heather.Taylor@Ogilvy.com by Friday, February 14th.

You can review the full SMW schedule here and keep up with all the Twitter action with #SMW14.

Breaking News!!!

Screen Shot 2014-02-19 at 12.42.59 PMWe are thrilled to announce that Doug Scott has been appointed Jury President for the Branded Content & Entertainment category at the 2014 Cannes Lions International Festival of Creativity. In Doug’s words: “Content has become an important component of every marketer’s strategy, from social and mobile to experiential and long form video, giving rise to exceptional work from companies both large and small around the world. I look forward to recognizing the most creative work from brands and their agencies who continue to push innovation within the industry.” Help us spread the word on Twitter here and view all the 2014 Jury Presidents on CannesLions.com here.

Congratulations to Midem’s Music Marketing Competition 2014 Winners

Screen Shot 2014-02-04 at 10.33.51 AMThe Midem Marketing Competition is an international competition for the world’s most creative agencies & brands, rewarding the best use or integration of music in a marketing campaign. This year, Doug Scott joined the prestigious jury that included Andrew Creighton, President of VICE Media; Aricio Fortes, Creative Director of Africa; Bernhard Hafenscher, Head of Sales & Business Development at RedBull Media House; and Sebastien Perrier, Head of Brand Partnerships at Sony Music Entertainment.

Selected by Contagious, the 10 finalists  presented their campaigns to the international jury at Midem 2014 in Cannes, France. The awards went to three companies, including Ogilvy UK.

BRONZE WINNER: “Music In The Sky” for Air France by BETC Music (France)

Screen Shot 2014-02-04 at 10.40.10 AMKnown and appreciated by music fans for its sharp selections and exclusive content, Air France Music has decided to make you lift your head up with its iPhone and Android app : “Music in the Sky”. Exclusive pieces of music are hidden in the clouds, you can find them and enrich your playlists by lifting your iPhone up to the sky. From Paris to Tokyo passing through Buenos Aires, the sky in every region has its own tracks. Several times throughout the year, you’ll be able to discover unreleased tracks, as well as the chance to win concert or airline tickets, if you can find the games hidden in the sky. With this app, you’ll never look at the sky in the same way again! The app can be downloaded for free for iphone and for Android. Link to the campaign’s video: http://bit.ly/IHE74a.

SILVER WINNER: “You Need To Hear This” for Phillips headphones (“best uses of content”) by Ogilvy & Mather UK

Screen Shot 2014-02-04 at 10.42.35 AMWith “You Need to Hear This,” Philips presents music you need to hear in ways you’ve never heard before. Our audience doesn’t just want to hear about what’s awesome, they need to. For them, music is more than just something they share for social currency, it’s how they define themselves. So who better to enhance the way they experience music than the people who have been helping musicians share music experiences for decades. Philips knows music. We know how to create technology that plays music the way it should be heard. And we understand that the way people listen to music improves what they’re hearing. That’s why from now on every time our target has an experience with Philips, we’re going to give them access to the music they need to hear, in amazing ways they’ve never heard before. Link to the campaign’s video: http://bit.ly/1h3aeY7

GOLD WINNER: ”Make It To Muse” for  Studio Brussels (“best use of music”) with ads and a documentary about patients rehearing and performing as the opener for Muse to raise awareness of dementia)

Screen Shot 2014-02-04 at 10.45.28 AMAn authentic four-part documentary about a group of people with dementia who became the opening act for MUSE, challenging the prejudices about dementia and giving music therapy a giant boost. Link to the campaign’s video: http://bit.ly/1dtqvTM

 

Discover the programs from all 10 finalists here and learn more about the Midem Marketing Competition here.