OgilvyEntertainment Press Review is a collection of the latest client, branded entertainment, and industry news.
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September 9th, 2013
Google Forms Sweet Partnership with Nestle to Promote New OS: Android KitKat brandchannel 09.04.13 Google’s Android team apparently has a serious sweet tooth. Since 2009, each version of its operating system has been named after one sugary confection or another. Starting with cupcake and proceeding alphabetically through such treats as éclair, ice cream sandwich, and jelly bean, the system has announced its latest iteration—and the ultimate product placement:Android KitKat.
Petco Puts Emphasis on Pet-Owner Relationship in New $15 Million Campaign brandchannel 09.04.13 In the US, people love their pets. Three-quarters of American households include dogs, cats, and other animals. Pet owners share their love with some 218 million pets—not including fish. This year, consumer spending on pets is expected to reach $62 billion, almost a 5 percent increase over last year, according to MediaPost. Those numbers equate to big business for suppliers and companies that sell pet products. And now the pet store chain Petco is vying for a larger share of the market with a new brand campaign.
Farmers Insurance Finds its Funnyman in Fowler brandchannel 09.02.13 What could be funnier than insurance? A lot of things come to mind, but the lastest ad effort by Farmers Insurance makes solid use of one of sport’s hottest names—and greatest personalities. The brand’s new digital-only ads feature PGA golfer Rickie Fowler, a young and talented player known for his brightly-colored get-ups on the course. In the ads, Fowler appears as a mustached private investigator going after ill-intentioned golfers. Accompanied by his trusty caddy Luis, Fowler couldn’t be better for the part—a great play on Fowler’s known antics among a more stuffy golf community.
IBM’s Watson Set To Revolutionize Marketing Forbes 09.04.13 When a computer can figure out whether a movie trailer is going to positively affect an audience or not – it makes you wonder how close we are to computer generated predictions on everything else in life. The short answer, according to Michael Karasick, IBM’s VP and Research Director at Almaden Labs, is that IBMs Watson is already making them. Since conquering “Jeopardy” and Chess, Watson has been focused on predictive healthcare, customer service, investment advice and culinary pursuits. But they are not stopping there, IBM is allowing select customers to use “Watson as a service” and may soon open it up to developers to build Watson apps.
Heineken’s Reality-Style Ads Are Raking In YouTube Views AdWeek 09.02.13 Two guys—one Irish, one Polish—wake up handcuffed to each other on a remote island in the Philippines. No, it’s not the start of a bad joke. It’s actually a new ad for Heineken launching today. The fifth and final plotline in the beer brand’s reality-style Web series, “Dropped,” caps the oddball adventure campaign’s four prior stories, which have generated more than 2 million YouTube views since June. “Dropped” also has sent a South African man through the woodlands of central Europe to assemble a circus.
New Ad Organization to Promote Cross-Cultural Marketing NY Times 08.30.13 Five big names on Madison Avenue are joining forces to start an organization devoted to promoting what is known as cross-cultural marketing: pitches directed at a general market whose demographic makeup is becoming much more diverse. The organization, called the Cross Cultural Marketing and Communications Association, is being started by the American Association of Advertising Agencies; Draftfcb, part of the Interpublic Group of Companies; PepsiCo; and two divisions of WPP, Ogilvy & Mather Worldwide and the Millward Brown research company.