FCB New York is targeting "Serious Watchers" who love Netflix series for an LG Electronics social media campaign. One spot features an "Orange is the New Black" superfan being surprised with a new TV by one of the show's inmates, Lorna Morello, played by Yael Stone.
Ogilvy's new spot for Coca-Cola's Vitaminwater features Aaron Paul turning his treadmill workout into an impromptu dance routine after boosting his energy levels with the drink. The campaign includes TV, social media, digital, cinema and retail activations.
Creativity needs to be profitable for clients, which is why creative ideas should be grounded in data insights and evolve from a clear strategic direction, writes Pitch's Rachel Spiegelman. Push clients to define attainable goals and help them use creative to take a proactive role in influencing culture, she writes.
L'Oreal has partnered with Google on an initiative called "Media Bets," which involves analyzing YouTube data to find the most suitable content for six-second pre-roll spots. The aim is to find out what people are watching and serve them short ads that are relevant to their interests.
Publicis Groupe CEO Arthur Sadoun took to Twitter to answer questions from staff and others about his decision to ban the company's agencies from participating in awards shows for a year, and the company's focus on artificial intelligence system, Marcel. He defended the shock announcement made at Cannes, saying, "But I want to set the truth from day 1 and face our people in Cannes. You can't hide behind an email with this decision."
Kantar Media is enhancing its AdGooroo search platform with US mobile-search advertising trending data, giving users key insights into consumers' smartphone search habits. The company plans to expand the offering to other countries this year.
College graduates who are entering the corporate world should invest time and effort in their professional relationships to ease the transition, writes Shadan Deleveaux. Make sure to treat everyone you meet with respect as you build a reputation in a new environment, Deleveaux writes.
VCCP has been chosen as Cadbury's lead global agency, replacing incumbents Fallon and Saatchi & Saatchi, as part of the brand's plans to develop an integrated creative approach. "We are thrilled to be working with them and have big ambitions to develop some brave, standout work globally," said VCCP's Adrian Coleman.
Nike's Pride Week campaign, #BeTrue, includes a spot celebrating the athleticism and dedication displayed by vogue dancer Leiomy Maldonado, showing the journey from grueling training to the joy of the dance floor. The ad was produced by Public Record and written and directed by Daisy Zhou.
Bacardi is using its relationship with cultural ambassadors Major Lazer to close the loop on social media marketing, enticing fan input with a series of branded Snapchat filters to create the first-ever music video comprised of user-music interactions. The campaign invites enthusiasts to "jam" to the Sound of Rum on the social media platform for the chance to be part of the video for the electronic trio's new single "Front of the Line."
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