- Snickers' Brady Bunch Ad Wins First Super Clio for Best in the Big Game: Industry honors BBDO N.Y.
Snickers' Brady Bunch Ad Wins First Super Clio for Best in the Big Game: Industry honors BBDO N.Y.
FEB. 2, 2015--ADWEEK--By Noreen O'Leary
BBDO New York is taking home the inaugural "Super Clio" for the best commercial in Sunday's Big Game. The agency's Brady Bunch ad for Snickers, featuring Sons of Anarchy actor Danny Trejo and Steve Buscemi, is the latest rendition of the "You're not you when you're hungry" pitch, launched in 2010. And it shows the campaign's jokes are only getting better over time.
The spot won out over three other finalists:
Loctite's "Positive Feelings" by Fallon, Minneapolis
Always' "#LikeAGirl" by Leo Burnett, Chicago
Nomore.org's official NFL Super Bowl ad by Grey, N.Y.
The BBDO commercial shows Marcia Brady brushing her hair and being so grumpy that she turns into villain Trejo (a frequent collaborator of filmmaker Robert Rodriguez). According to Clio, judges chose the commercial for "originality, innovation and stand-out celebrity cameos." Snickers released a Super Bowl teaser on Jan. 21 and the full 30-second spot on Jan. 29, after consumers generated 2.5 million hits in social media requesting to see the ad before the game's kickoff on Feb. 1. BBDO executive creative directors Peter Kain and Gianfranco Arena, who have worked on the Snickers' campaign since its 2010 debut with Betty White, were behind the winning effort.
Keep reading on AdWeek.
- Creativity Innovators of the Year 2015: BBDO, New York
Creativity Innovators of the Year 2015: BBDO, New York
What better way to kick of the year than with an "Epic Night Out" with Arnold Schwarzenegger, Don Cheadle and a llama? BBDO New York, last year's Creativity Agency of the Year leapt into 2014 with another great laffer to add to its legacy of top-notch broadcast work.
The work set the pace for the rest of the year, and laughs continued with more outrageous ads for Foot Locker, including a series for the brand's "Week of Greatness," featuring sports celebrities Manny Pacquiao, Derrick Rose, Tim Duncan , James Harden and John Cena in well-played comedic vignettes.
On the more serious side, BBDO N.Y. followed its uplifting "Wheelchair Basketball" ad for Guinness from 2013 with another tear-jerker, "Empty Chair," in which night after night, a bartender sets aside a pint, shooing away customers who approach it until finally, one special patron comes along.
Keep reading on AdAge.
- Agency of the Year: BBDO's Tenacity Turned a Major Client Loss Into a Minor Setback
Agency of the Year: BBDO's Tenacity Turned a Major Client Loss Into a Minor Setback
With a cohesive worldwide talent pool, wins are pouring in
- BBDO named Network of the Year in The Work 2014
BBDO named Network of the Year in The Work 2014
- Agency of the Year: Lessons From "Boyhood" As BBDO NY Comes Of Age
Agency of the Year: Lessons From "Boyhood" As BBDO NY Comes Of Age
BBDO NY Comes of Age; Insights Into The Agency's Creative Culture, How It Evolved And THe Work It Spawned In 2014
- Publicis Seattle Chief Heads East to BBDO Takes managing director role, lead on AT&T By Noreen O'Leary
Mark Cadman, the CEO of Publicis Seattle, is joining BBDO as evp and managing director of North America with oversight of the agency's AT&T business.
Cadman, who moved to the U.S. in May 2010 to join Publicis and work with clients like T-Mobile, is most well-known in London, where he has spent most of his career. Among his roles in that market were CEO of Euro RSCG and managing director at both JWT and Lowe, where he had close ties to the country's largest retailer, Tesco.
Publicis said it was promoting Scott Foreman, managing director in the Seattle office since 2010, to the CEO role.
Cadman, who has a law degree, began his ad career at DDB in New York. He has worked with marketers ranging from Kellogg and Unilever to Vodafone and Volvo.
For his new job, Cadman will move from Seattle to New York. He starts in early March and will report to Troy Ruhanen, CEO of the Americas.
Earlier in his career, Cadman worked at AMV BBDO, London—as an account director—and accordingly knows BBDO executives such as Chris Thomas, chairman and CEO of the shop's Asian operations.
Ruhanen said Cadman's familiarity with the agency and his background in technology, retail and brand advertising made him a good fit with BBDO and AT&T.
"It's his chemistry with us and his experience and the energy he brings. Ultimately the big thing for us is you have to really believe in creative, which Mark does," said Ruhanen. "We know what we’re about and Mark shares that belief."
Ruhanen had been the lead on BBDO's billion-dollar AT&T account which started with wireless and has grown to include enterprise and brand business. Nearly two years ago, Ruhanen, then deputy chairman of BBDO North America, was elevated to his current expanded role. The agency handles AT&T at its Atlanta, New York and San Francisco offices.
- Kirsten Flanik on How Women Can Succeed in the Workplace: Fostering freedom and confidence are key drivers By Kirsten Flanik
Next month, Facebook's COO Sheryl Sandberg will publish her book, Lean In. Among other things, it’s been reported that Sandberg believes that, as women, we hold ourselves back by lacking self-confidence, not raising our hands and pulling back when we should be leaning in.
Another book, Heather McGregor's Mrs Moneypenny’s Careers Advice for Ambitious Women—released in 2012 and shared with me by Cilla Snowball, group chairman and group CEO of AMV BBDO in London—devotes an entire chapter to confidence, specifically how in an effort to please, women often lack the basic confidence to say no.
And then there's the title that stopped me in my tracks while traveling through an airport in 2008: Linda Babcock’s Women Don’t Ask. These books have been on my mind lately in the aftermath of what seems like endless articles and commentaries over the past year, debating the issue of "Can women have it all?" and the unfairness, the challenges, and ultimately, the compromises women have to make to be successful in life.
My hope is that we can shift the focus away from "having it all" and toward the more important dialogue of what kind of leaders do we want to be. I would like to stop debating "Are we doing this right?" and instead start doing what is needed in our business to create change; to create environments where people do not continuously question themselves or their successes. We should aim to become leaders who instill confidence and celebrate the contributions we are making to our businesses and stop beating ourselves up for what we may or may not be able to do.
I have carried the belief for some time that freedom and confidence are the essential elements needed to inspire success. Freedom and confidence can relieve us of the stress and tension we face when we set balance as our goal and can achieve for us the kind of respect we deserve as leaders within our respective industries and communities.
Enhanced freedom certainly helps with balance between personal and professional time. We absolutely no longer need to be chained to our desks to get our jobs done.
In fact, because of technology, we now have more freedom than ever (I'm actually one of those individuals who finds the smartphone to be liberating). Those who work with and for me know they don’t ever need to tell me that they have a parent/teacher conference or a doctor’s appointment for one of their children. They don’t ever need to worry about attending an important event. They simply know what they are accountable for; how and when they choose to get their work done is up to them. All we should ever really care about are the end results.
As for confidence, I've learned that if you foster empowerment, personal pride flourishes and guilt and worry diminish. We live and work in a critical, fast-paced and transforming media environment that is often too quick to judge, label and move on.
We forget how important instilling a bold ethos in those on our teams and around us can be. Nothing drives success more than confidence, and nothing builds confidence more than having success. We need to find ways to better empower the women around us and give them the opportunities to create their own wins. Small wins beget bigger wins, which in turn beget long-term success and sets the example for others to follow.
I also strongly believe we have to really love what we do because if we don't, those around us won’t either. Negativity is incredibly contagious and will destroy confidence.
This year, and going forward, we have the opportunity to redefine and build women's influence in the workplace and, as a result, create, attract and retain the best talent in the business. No doubt rivals on Wall Street and in Silicon Valley and Alley understand this as well and are starting to adjust their processes and philosophies accordingly.
So, just as Cilla was kind enough to share Mrs Moneypenny's Careers Advice for Ambitious Women with me, I plan to review Sheryl Sandberg’s book when it comes out and share copies with the female leaders around me as we continue to conquer our own individual challenges, and work together to build ourselves up.
Let's lean in, stop asking how to have it all and start asking for what we need to succeed.
- Meet Ad Age's 40 Under 40: Simon Bond
Chief marketing officer, BBDO and Proximity Worldwide
After spending more than a dozen years at BBDO and clocking time at the agency's Paris, Singapore, Dubai and Japan offices, Simon Bond has reached the upper rungs of the Omnicom Group network. His ascent has been propelled by his work bolstering the agency's digital operations.
Through an innovation and thought-leadership initiative, he was responsible for setting up its "Digital Lab," in which staff and BBDO clients are instructed on cutting-edge technologies and the ways to capture emerging-marketing opportunities.
Now based in New York, Mr. Bond is considered one of the few leaders who can help sketch BBDO's future. But when he's not plotting the agency's path forward, the motorbike enthusiast can be found hitting the road in far-flung locales and traveling to exotic destinations.
Did you know? His next passport stamp: "Uganda -- to see the gorillas in the wild."
- AGENCY A-LIST: BBDO NEW YORK
BBDO KNOWS JUST WHAT TO SERVE UP FOR THE BIG OCCASIONS, WITH OUTSTANDING WORK FOR THE OLYMPICS AND SUPER BOWL.
As well as reliably impressive TV spots, digital and production innovations for big clients like AT&T and FedEx propelled BBDO New York to the list of the year's most creative contenders. Whether for the Olympics or the Super Bowl, the agency currently has what it takes to serve up memorable fare for important occasions.
For AT&T during the Olympics, the agency used live footage from NBC's Olympics broadcast and edited it spots that aired in prime time the same day: in some cases, minutes later. Its production department had to shoot myriad time and score variations so it could be ready for any possibility. The spots show how the next generation of athletes is being inspired by U.S. victories.
It also took AT&T into branded content with Daybreak, an online story created in partnership with producer Tim Kring and his Fox TV show Touch. Both stories centered on a mysterious object called a dodecahedron and fans could uncover layers of the story via a microsite, Daybreak2012.com, 20 different linked websites, and a James Bond-style mobile app.
For headphone brand Denon, BBDO worked with Jam3 and used Kinect to create the Denon VisYOUalizer, an app that allows people to try on the product virtually, turning their faces into a dynamic, customized music visualizer.
Meanwhile FedEx helped out digitally desperate attendees at SXSW who were looking for somewhere to charge their phones and iPads. FedEx "Power Couriers" wore real-life FedEx uniforms modified to secretly hold power outlets and USB hubs.
TV work for the likes of FedEx, GE and FootLocker was consistently strong. One stunner for GE united favorite A.I.'s from pop culture, another for Foot Locker showed what NBA star Kyrie Irving does during his free time, and the agency kept us laughing with spots such as its M&Ms SuperBowl commercial, featuring "Mrs Brown", which became a YouTube hit.
New creative hires included Darren Moran from DraftFCB who joined as ECD, while the agency picked up awards including Gold in Branded Content at Cannes.
- BBDO Again Tops 'Big Won' Awards Tally Ogilvy ranks second among big shops
By Noreen O'Leary
BBDO has again won accolades as the most-awarded industry network last year, according to the Directory Big Won rankings assembled annually by Patrick Collister, the former executive creative director of Ogilvy London and current editor of Directory.
It's the sixth straight year that BBDO has topped Collister's ranking, which measures award show performance across all marketing communications.
It's also the second year in a row that David Lubars, BBDO's North America chairman and chief creative officer, ranked No. 1 among creative leaders worldwide and the third year BBDO parent Omnicom landed at the top of the list.
When Andrew Robertson became worldwide CEO of BBDO in 2004, he made creative excellence a top priority. "With consumers having so many different communications options, it's creativity that has the magical ability to capture their attention and change the way they think and what they do," Robertson said.
Ogilvy, which was the most-awarded network at Cannes last year, came in second among big agencies.
The 2012 rankings are based on 4,459 campaigns or pieces of creative work that won awards at 39 shows around the world. Check out the other winners below.
Top 20 networks
1. BBDO (including Proximity) — 3,349 points
2. Ogilvy (including OgilvyOne, Ogilvy Action) — 2,837
3. Leo Burnett — 2,104
4. DDB (including Rapp) — 1,868
5. Y&R (including Wunderman) — 1,762
6. TBWA (including Tequila) — 1,055
7. JWT — 885
8. Saatchi & Saatchi — 707
9. Publicis — 688
10. Euro (including Havas) — 670
11. Lowe — 594
12. McCann Erickson (including MRM) — 573
13. Grey — 475
13. Wieden + Kennedy — 475
15. Dentsu — 380
16. BBH — 364
17. Jung von Matt — 358
18. Draftfcb — 339
19. Hakuhodo — 278
20. M&C Saatchi — 177
Top holding companies
1. Omnicom — 6,382
2. WPP — 6,078
3. Publicis Groupe — 3,938
4. Interpublic — 1,786
5. Havas — 768
Top agencies in the world for creativity across all media
1. Colenso BBDO, Auckland N.Z. — 573
2. BBDO, N.Y. — 530
3. Serviceplan, Munich — 431
4. Abbott Mead Vickers BBDO, London — 358
5. Jung von Matt, Hamburg — 352
6. Leo Burnett, Beirut — 330
7. DDB, Singapore — 316
8. Dentsu, Tokyo — 310
9. Whybin TBWA Tequila, Sydney— 282
10. Forsman & Bodenfors, Sweden — 277
11. AlmapBBDO, Sao Paulo— 270
12. Ogilvy, Frankfurt — 262
13. BETC Euro RSCG, Paris— 256
14. Ogilvy, Sao Paulo — 255
15. BBH, London — 228
16. Y&R, Dubai — 219
17. Memac Ogilvy Label, Tunis — 212
18. JWT, Shanghai — 211
19. Y&R, Malaysia — 210
20. George Patterson Y&R, Melbourne — 207
Top 25 campaigns across all media
1. The Bear — Canal+ — BETC Euro RSCG, Paris — 193
2. Return of Dictator Ben Ali — Citizens Engagement — Memac Ogilvy, Tunis — 186
3. Back to the Start — Chipotle — CAA Marketing, Los Angeles — 155
4. The Solar Annual Report — Austria Solar — Serviceplan, Munich — 151
5. Small Business Saturday — AmEx — Crispin Porter + Bogusky, Boulder — 137
6. Book Burning Party — Troy Library — Leo Burnett, Detroit — 129
7. BYO Cup Day — 7 Eleven — Leo Burnett, Melbourne — 116
8. Heaven and Hell — Samsonite — JWT, Shanghai — 111
9. The Invisible Drive — Mercedes-Benz — Jung von Matt, Hamburg — 110
10. Mobile Medic — Australian Defense — George Patterson Y&R, Melbourne — 107
11. Share a Coke — Coca Cola — Ogilvy, Sydney — 105
12. Beauty of a Second — Mont Blanc — Leo Burnett — 100
13. Nike+ Fuelband — Nike — R/GA, New York — 96
14. No Rights, No Women — No Rights Group — Leo Burnett — 90
15. Push to Add Drama — Turner Broadcasting — Duval Guillaume, Antwerp — 88
16. Parking Douche — The Village Russia — Look at Media, Moscow — 84
17. Be the Coach — SAB — Ogilvy, Cape Town — 83
18. Sorry About The Twigs — DB Breweries — Colenso BBDO, Auckland — 83
19. Sunny Sale — EMart South Korea — Cheil, Seoul — 83
20. The Musuem of Me — Intel — Projector Tokyo — 82
1. USA — 4,123
2. Germany — 2,702
3. United Kingdom — 2,581
4. Australia — 2,150
5. Brazil — 1,233
6. France — 1,194
7. United Arab Emirates — 1043
8. Sweden — 1006
9. Canada — 990
10. New Zealand — 989
11. Japan — 965
12. Singapore — 961
13. India — 950
14. South Africa — 914
15. Lebanon — 718
Top 10 agencies for direct
1. Colenso BBDO, Auckland — 350
2. BBDO, N.Y. — 286
3. Whybin/TBWA/Tequila, Sydney — 209
4. Shackleton, Madrid — 141
5. Serviceplan, Munich — 121
6. OgilvyOne, London — 99
7. Ogilvy, Frankfurt— 116
8. BMF, Sydney — 103
9. Proximity, London — 98
10. Ogilvy, N.Y. — 93
Top 10 agencies for TV and film
1. BETC Euro RSCG, Paris — 197
2. BBDO, N.Y. — 135
3. Abbott Mead Vickers BBDO, London — 132
4. Wieden + Kennedy, N.Y. — 115
5. BBH, London — 102
6. CAA Marketing, L.A. — 101
7. Publicis Conseil, Paris — 75
8. Euro RSCG, London — 68
9. Fred & Farid, Paris — 62
9. Wieden + Kennedy, Amsterdam — 60
Top 10 agencies for print
1. AlmapBBDO, Sao Paulo — 163
2. Y&R, Dubai — 157
3. JWT, Shanghai — 103
4. Y&R, Paris — 100
5. BETC Euro RSCG, Paris — 73
6. Ogilvy, Kuala Lumpur — 67
7. Leo Burnett, Ukraine — 62
8. Publicis Conseil, Paris — 60
9. DDB & Co., Istanbul — 58
10. Abbott Mead Vickers BBDO, London — 55
Top 10 agencies for Press, Print
1. DDB, Singapore — 132
2. JWT, Shanghai — 108
3. AlmapBBDO, Sao Paulo — 97
4. Y&R, Dubai — 72
5. BBDO Russia, Moscow — 71
6. Prolam Y&R, Santiago — 67
7. Y&R, Prague — 53
8. Ogilvy, Sao Paulo — 46
9. Ogilvy, Kuala Lumpur — 45
10. Del Campo Nazca Saatchi & Saatchi, Buenos Aires— 45
Top 10 agencies for digital
1. PARTY, Tokyo — 100
2. Forsman & Bodenfors, Gothenburg — 89
2. AlmapBBDO, Sao Paulo — 78
4. R/GA, N.Y. — 72
5. Abbott Mead Vickers BBDO, London — 72
6. Ogilvy, Cape Town — 58
7. Cundari, Toronto — 58
8. CAA Marketing, L.A. — 56
9. Crispin Porter + Bogusky, Boulder — 55
10. Hakuhodo, Tokyo — 54