Influencer agencies, including Fohr and Collective Bias, are changing their fee structure for brands, basing it on impressions instead of follower counts to mitigate the risk of fake fans. "We don't want to charge our clients for any eyeballs that are not actually seeing posts. The pay-for-reach model is no longer acceptable," said Collective Bias' Leah Logan.
Droga5's new spot for CoverGirl, "Shade for Shade," features Issa Rae and her friends in a car preparing for a night out while sharing two minutes of unscripted, authentic banter. "The spot features four women being incredibly smart and witty while engaging with beauty," said Droga5's Katy Alonzo.
72andSunny and StubHub are emphasizing the importance of experiencing life, rather than accumulating material possessions, in a campaign called "Be There" that features stars, including rapper Future and NFL star Todd Gurley immersing themselves in different occupations, such as a sommelier and pottery maker. The push is running in Philadelphia, Houston and Atlanta with out-of-home, TV and radio advertising.
Amazon Prime Video and The Players' Tribune have partnered to tout the platform's upcoming series "Tom Clancy's Jack Ryan," with immersive videos that feature content from the show's Comic-Con experience starring San Francisco 49ers' Richard Sherman, Philadelphia 76ers' Joel Embiid and WWE superstar and UFC Hall of Famer Ronda Rousey. The videos feature each star undertaking "Jack Ryan"-themed challenges and are running on their social channels, as well as on Prime Video and TPT.
Despite being the final two contenders in the World Cup, the French and Croatian teams may not have been the most popular, at least according to YouTube hits. The top five searched and viewed teams -- Argentina, Brazil, Peru, Portugal and Mexico -- were all from Latin America.
TV networks, both broadcast and cable, are embracing better audience-measurement tools to increase revenue. "Networks are also thirsting for data that proves what most marketers already believe: TV advertising is effective both in building brands and generating sales," writes Jon Lafayette.
Lola tapped actress Lena Dunham and other influencers to give advice on sex via a hotline called "Let's Talk About It," where callers can listen to recorded thoughts from the influencers. The campaign from Giant Spoon includes a mural in Brooklyn to promote the hotline.
Omnicom announced a 2% organic revenue increase in the second quarter, below the average analyst estimate of 2.3%, per FactSet. The holding company experienced a 1% fall in North American organic revenue with a 11.2% rise in European organic revenue, compared to the same time last year.
Many brands are taking advantage of memes in advertising, though this can be tricky to get right, writes Adam Pierno. Pierno notes this can be a challenge: "The closest most brands get is mimicking the meme format with posts for social media that either borrow from popular memes to insert the brand promise or try to look like a meme."
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