THOUGHT LEADERSHIP: BRANDS NEED TO BE PREPARED FOR SUMMER CHALLENGES

BY SEAN MCCAFFREY, MEDIAPOST

As the penetration of mobile devices reaches near saturation in America, quantitative data alone becomes an inadequate guide as to how to target consumers when and where they have intent to purchase. Advertisers seek newer media formats for reaching consumers, with a renewed emphasis on qualitative data. 

With sea change about in data use and media decisions, reaching the right consumer in the right context at the right time is still paramount to driving real business growth.

Some of those new media have actually been hiding in plain sight, among them video advertising at fuel stations and, particularly so, in summer. 

Click here or on the image to read more of this story on MediaPost

THOUGHT LEADERSHIP: FORTNITE TAKEAWAY TIPS FOR MARKETERS

BY JASON STEINBERG, CAMPAIGN US

Epic’s Fortnite is the marketer’s holy grail: a global phenomenon attracting Gen Z players at huge scale in addition to millennials is an online video game, somehow both geeky and cool, underground and mass market. There are important takeaways from the game’s tremendous success for marketers aiming to reach the same audiences.

Fortnite is free to play in when users select the "battle royale" format, and it’s exactly this feature that first oxygenated its popularity when released earlier this year. The game’s success has been amplified by social media acknowledgement from star athletes, celebrities and influencers alike, creating impact that will be typified by top soccer stars leading up to this summer’s World Cup.

Click here or on the image to read the rest of this story on Campaign.

THE YEAR OF THE LIONESS

BY MEGAN GRAHAM, ADAGE

The ad industry's biggest festival had gotten too big. Cannes Lions dragged out over an entire week, cost companies thousands of dollars to send even a single employee, and offered so many awards that one piece of work alone could win dozens. Then, last year, the problems amped up: Publicis Groupe put a stake in the sand and announced that it would stay home in 2018—to no shortage of executive schadenfreude.

Now the Cannes Lions International Festival of Creativity returns, with fewer days on the schedule, cheaper passes and fewer awards subcategories. Veteran attendees are optimistic, even if the beach will still be covered in branded build-outs and nobody thinks the allure of the early years will return.

Click here or on the image to read the rest of this story on AdAge.

GIANT SPOON PROMOTES LAURA CORRENTI TO PARTNER

BY LINDSAY RITTENHOUSE, ADWEEK

Giant Spoon, a full-service and strategy-led agency, announced today it has named Laura Correnti its first partner.

Some in the industry probably recognize Correnti as the co-host of the bi-weekly podcast, Adlandia, which has attracted high-profile guests like Lena Dunham and GE CMO Linda Boff. But she’s also served as the managing director and evp of Giant Spoon since 2016.

Since joining Giant Spoon, Correnti has led media strategy and buying with a focus on content-driven partnerships, which she will continue to do, according to a statement from the agency.

Click here or on the image to read more on this story from Adweek

WORKINPROGRESS CALLS ON RUSSIA TO WIN AT CANNES

BY ADAGE, ADWEEK, CAMPAIGN US, MEDIAPOST, THE DENVER EGOTIST

Forget creativity. Forget honesty. Forget nationality, even. When you need world-changing results from a long-shot campaign, talk to the experts with a proven track record of success. You know, in Moscow.

That's what Boulder creative agency WorkInProgress has done. The two-year-old shop wants to win big at Cannes and has its heart set on Agency Network of the Year, despite being a single shop in a single country. But if anyone can put a thumb on the scales in favor of an undeserving candidate, its Russian intelligence.

To reach these admittedly hard-to-find characters, WIP is running billboard ads in Moscow's Erevan Plaza. It's a few miles from the Kremlin, but Putin has eyes everywhere.

FOUNDER OF AVATARLABS ON AGENCY BEGINNINGS

BY REX COOK, ADAGE

The hard work and stress in building a company when your financial ass is on the line is staggering. Ignorance has been the friend of limitless human endeavors in the early going. But while the task sometimes seemed Herculean, I would certainly start an agency again -- I'd just do it differently.

Looking back on what I know now, here are three things that I would change.

Click here or on the image to read the rest of this story on AdAge.

GIANT SPOON HIRES FEMALE CREATIVE DUO

BY PATRICK COFFEE, AGENCYSPY

Today the L.A. offices of Giant Spoon announced the hiring of senior art director Sarah Romanoff and senior copywriter Marisa “Mars” Milisic as the newest additions to its creative team.

They come to the independent shop from 180LA, where they spent approximately one year and worked across such accounts as Miller Lite, Postmates, Cox, TJ Maxx, Marshalls & HomeGoods and UNICEF.

KRYSTAL SELECTS THE TOMBRAS GROUP AS AOR

BY DOUG ZANGER, THE DRUM

Venerable, iconic southern burger chain Krystal has named The Tombras Group, the Knoxville, Tennessee-based independent agency, as its agency of record. The account is moving from BrightRedTBWA.

“We screened for fit based on range of services, experience in restaurants, reigniting brands, and proximity to our customers. We identified Tombras as a lead contender and once we found the intangibles of cultural fit, a collaborative spirit and passion for our brand were in place, they delivered thinking and ideas that earned the relationship,” said Krystal chief executive officer Paul Macaluso.

PORTAL A TEAMS UP WITH SIMONE & HBO

If you could build your own Westworld version of yourself, would you do it? Or, setting aside the moral and philosophical questions, could you do it?

Simone Giertz—scrappy inventor, YouTube personality, famed “Queen of Shitty Robots” and Adweek Creative 100 alumna—decided to give it a shot.

A new 6:30 clip, sponsored by HBO and created with digital studio Portal A, features Giertz hacking a medical doll into a half-baked (OK, barely cooked) version of one of the TV show’s lifelike androids. In it, she binges the first season of the series to prep for the mission, before diving into creating a “sim” (with Simone being “Sim-One,” thus making her creation “Sim-Two”).

THOUGHT LEADERSHIP: CREATIVE MEDIA BUYING

BY SEAN McCAFFREY, THE DRUM

Of all the topics that come up in my conversations with brands, agencies, media and data/analytics partners, how to quickly boost sales is always a common one. Even though most brands plan their media spending annually, every marketer should have a deep bench of partners they know have a higher likelihood of driving sales without the long lead. Oh, and that can leverage the most relevant data resources on the market.

For brands wanting to know who they can call today to have a data-enriched campaign running tomorrow (or maybe next week), with a degree of certainty that they’ll see some lift, read on.

Click here or on the image to read the rest of this story on The Drum.

'EVERYTHING IN BETWEEN' EXPERTS

BY ERIK OSTER, ADWEEK

While some agencies turn to outside groups or send creatives on immersive expeditions to understand Middle America, Omaha, Neb.-based Bailey Lauerman’s years working with local and regional brands helped it “build this authentic understanding of what America looks like from the inside out,” CEO Greg Andersen explained. He added that after joining the agency in 2016, the first thing he did was “really crystallize” that understanding “into a sharp positioning … and one I think is extremely relevant for the times.”

Click here or on the image to read the rest of this story on Adweek.

BAILEY LAUERMAN'S GROWTH SEES 8 NEW HIRES

BY ERIK OSTER, AGENCYSPY

Bailey Lauerman, the Omaha-based independent agency that trademarked the phrase “Everything In Between” to refer to the 92% of Americans living outside the country’s 10 largest cities, has expanded with a series of new hires to its Omaha and Los Angeles offices.

The hires come on the heels of new account wins in the financial services, healthcare and energy categories.

“This is an exciting time for us,” Bailey Lauerman CEO Greg Andersen said in a statement. “As we bring insights from the ‘everything in between’ to our clients, our team is strategically made up of those who have a firm understanding of the audiences we are trying to reach.”

CHRIS DENNY, FOUNDER OF THE ENGINE IS RED, WINE INDUSTRY EXPERT

BY CHRIS DENNY, WINE INDUSTRY ADVISOR

There are more opportunities to drive relevancy with your wine brand than ever before, due in part to the fact that people are consuming it in record numbers.

Competition is stiff, and the market has a double-edged sword, sharpened by factors that didn’t exist until recently.

For instance, LeBron James sharing his love of wine on Instagram has new impact on a market that is still discovering what social media can do. That wasn’t something wine brands had to contend with, or had access to, in recent history.

Click here or on the image to read the rest of this story on Wine Industry Advisor.

BIG SPACESHIP'S CTO NAMED TO CAMPAIGN DIGITAL HOT LIST

STAFF, CAMPAIGN

Arthur Fullerton began his career in digital as a developer at Canadian agencies Critical Mass and Blast Radius. After a few short years, he moved to a Director of Technology at Fuse Marketing Group in Toronto. He was later hired as the Director of Technology to Zig Ideas, a subdivision of Crispin Porter + Bogusky Canada, and stayed on in the same role as it shifted fully under CP+B.

After 12 years in Canada, Fullerton landed in New York in 2012, where he was brought on as VP of Technology and Production at Attention within the MDC Partners network. While at Attention, a few key team members were selected to start a new sister agency that would be the first digital agency of record within MDC, called Rumble Fox. Fullerton, as a Partner and the SVP Technology, brought the agency to life from its very first beginnings, creating the agency nearly from scratch. He then moved to Lowe Profero as Head of Technology, Americas before coming on board at Big Spaceship as Chief Technical Officer. 

Click here or on the image to read the rest of this story on Campaign. 

THE BIGGEST ACTIVATION AT SXSW BY GIANT SPOON

Here's how you get people to wait nine hours in the middle of a conference to see your marketing stunt: Build a ghost town, write hundreds of pages of script and pay a lot of money to bring every little detail to life.

HBO's "Westworld" activation at SXSW was beyond anything many conference goers had ever seen at the show. Tickets were gone each day in the snap of a finger, and those who opted to chance the standby line often had painfully long waits. Elon Musk himself paid a visit.

Those who could get in began their experience at Austin's EastSide Tavern, where they were assigned a black or white hat (after a "personality assessment"), then hit the road in a shuttle bus. Twenty miles outside town, Giant Spoon had found a ghost town to make the show's Sweetwater into a real place — complete with actors, immersive storylines involving the visitors and enough stiff drinks to forget that brisk wind kicking up dust everywhere.

WHY QUIRK CREATIVE STAFFS ALL-FEMALE PRODUCTION CREWS

BY MERYL DRAPER, AGENCYSPY

In advertising, we spend most of our time pitching women. We all know women make 85% of product purchases, and that brands spend millions researching their habits, beliefs and core values. And then, counter-intuitively, they hire mostly men to lead the advertising.

The gender disparity at ad agencies among commercial and creative directors is so wide—only 10-29 percent are women—that an industry-wide movement to correct it has taken off. From the 3% Movement to documentary filmmaker Alma Har’ell’s recent #FreeTheBid campaign, we’re reaching a moment of reckoning.

Click here or on the image to read the rest of this story on AgencySpy.

THE CALL FOR BRANDS TO INNOVATE WITH AN ASSIST FROM STARTUPS

BY LINDSAY RITTENHOUSE, ADWEEK

You may wonder, how is it that innovative brands like Microsoft, Netflix, HBO and GE stay ahead of the competition?

A lot surely goes into answering that question, but search consultancy VentureFuel claims to be a small sliver in the pie. Launched four years ago, VentureFuel actively vets hundreds of global startups daily and then connects them with brands, like the aforementioned, to fuel partnerships that drive new ideas and creative marketing strategies.

Click here or on the image to read the rest of this story on Adweek.

BIG SPACESHIP ON THE FUTURE OF CREATIVE

BY EMILY LUDOPLH, 99U

Fact: Creative careers are changing across the board, from the platforms we design on, to the age-old standards of working for one company for life, to focusing on a single speciality for 40 years. But don’t be worried. 99U recently guest-hosted an AIGA/NY conversation with Big Spaceship CEO Mike Lebowitz and illustrator Ping Zhu to dig into the pressing questions, like what skills need to be sharpened (and perhaps blended) to tackle the opportunities of tomorrow?

In a lively conversation on the future of work, Zhu and Lebowitz shared their projections (and some pure guesses) on bringing more transparency to work rates, educating giant companies on what exactly creative agencies do, and where designers will fit in amid new technologies like VR and robots. (Spoiler alert: Zhu says illustrators shouldn’t get bionic hands just yet.)

Click here or on the image to read the rest of this story on 99U.