Also, Monster Judges Lead By Robert Wong of Google

NEW YORK—August 8, 2012—Ignacio Oreamuno, Executive Director of the Art Directors Club, today announced the Tomorrow Awards, now part of the ADC Global network, will be helmed by a new Director: Ze MacFarland—previously the Innovation and New Media Director at Talent, one of Brazil’s top 10 agencies. In additional news, Robert Wong of Google Creative Labs will be heading the Tomorrow Award’s Monster Judges.

“Tomorrow Awards, the youngest and most progressive award show in the world, is now part of the ADC Global network, the first ad association and award show in the world,” said Oreamuno. “With Ze at the helm, and Robert leading the Monster Judges, we are going to dramatically grow the Tomorrow Awards this year. Our mission of helping the industry see where things are going in this ever-changing environment stands strong.”

MacFarland joins the Tomorrow Awards following an impressive career with both internal agency success and entrepreneurial risks. Most recently the founder of Good People Share, a company dedicated to help creative thinkers and innovative business work more effectively in this rapidly changing commercial environment—some clients include: ALMAPBBDO, DM9DDB, and Grupo ABC, among others. Prior to Good People Share, he was the Innovation and new media director for Publicis Group’s Talent, one of the 10 biggest agencies in Brazil; he launched Yahoo!’s Brazilian office 1998 and was part of the founding team of IG – one of the three biggest portals in Brazil in 2001.

The Tomorrow Awards are held on a biannual basis. A uniquely category-less awards show, it is the first to invoke a public judging structure, helping the industry embrace and understand change in advertising and communications. According to the Gunn Report, the “Tomorrow Awards seem to have the right idea of how to go about it” in sorting out the “future of award shows.”

Entries close October 5th, and public judging opens on October 20th running through November 1st. Boasting a global award show of the people, the awards gala is held in a different city each time. This year’s winning entries will be celebrated in style in Brazil on November 19th. For more information and key dates, please visit: www.tomorrowawards.com.

About the Tomorrow Awards

Launched in February 2010, the Tomorrow Awards’ mission is to showcase and award creative and technological excellence without any categories. A category neutral award show, it’s the first of its kind to invoke a public judging structure on a global scale—allowing only the best ideas to rise to the top, regardless of media or platform. The Tomorrow Awards honor the pioneers, the work that makes up the categories of the future.

An extension of the mindset, of IHAVEANIDEA, The Tomorrow Awards knows that when thoughts, opinions, knowledge and expertise are openly shared, everybody stands to benefit.

• Publicis Groupe has denied a report that it had been working with a group of banks on a $6bn ($3.8bn) bid for Interpublic (IPG), which would put it ahead of Omnicom as the world's second-largest advertising group.

MORE TRADITIONAL ADVERTISERS WILL JUMP ON THIS BANDWAGON

Los Angeles, July 27, 2012 – Based on technological findings from Nielsen’s neuro-compression technology research study, KSL Media, the second-largest independent media services company in the U.S., announced today that it will be much more aggressive in advocating the use of shorter commercial units for its clients.

KSL has always been a pioneer and proponent of using shorter messaging units since it has found them to be more cost effective than the traditional, longer commercial units. The use of neuro-compression applies to all TV marketers, allowing them to lower media costs as well as enabling them to repurpose these short-form messages for online and mobile applications.

CBS Corp.’s David Poltrack, Chief Research Officer, called their findings a “very exciting project.” The network is using the technology of neuro-compression and working with Nielsen NeuroFocus founder and CEO, Dr. A.K. Pradeep to figure out ways to reduce filler in promotional messages and to create a more “effective, better product” sell to the viewers.

As marketing budgets have been slashed over recent years and people’s attention spans have grown shorter, advertisers and their agencies must look for more effective and efficient ways to communicate their advertising messages.

“By utilizing neuro-compression, the more progressive and resourceful advertisers and agencies will better understand how to reduce less engaging filler which inhibits overall ad persuasiveness,” said Kal Liebowitz, Chairman and Founder of KSL Media. “This technology will enable the most effective salient copy points within a TV spot to be identified then edited into shorter and more impactful messages. We’ve been talking about the effectiveness of using shorter length spots with our advertisers for many years, and this technology helps prove our point.”

The new study by CBS seems to support previous research conducted by Frank N. Magid Associates about the effectiveness of :10 spots, which suggested that repeated exposure of :10 spots will build more significant awareness and brand favorability over time.
For most marketers, :10 spots are not just viable options, they are a smart solution to getting their product message out in a very cost efficient and tactical manner. It may seem too good to be true, but research proves that the average consumer attention span can retain 10-second brand messages that inspire future purchases. It's a case in which less means more... bang for the buck, that is.

About KSL Media

Founded in 1981, KSL Media is one of the first independent media services companies in the U.S. and specializes in helping entrepreneurial companies and challenger brands to acquire and retain their best customers. With offices in New York, Los Angeles, and Las Vegas, KSL manages media investments across numerous business categories for clients that include Bacardi, Toshiba, UGG Australia, PetSmart, Guitar Center, Friendly’s, Oris Watches, ConocoPhillips, Curacao Tourism Board, Sizzler, City National Bank and Mercury Insurance. For more information, visit www.kslmedia.com.

International Trade Organization Benefitting Content Owners and Creators Expands into North America

NEW YORK--(BUSINESS WIRE)--The Branded Content Marketing Association (BCMA) announced its expansion into the United States, Canada and Mexico, steered by Doug Scott, President of OgilvyEntertainment and International Director of BCMA. The new BCMA chapter is the first trade association in North America dedicated exclusively to the development of the branded content industry. Established in the United Kingdom, the BCMA unites a distinguished network of content-led branding experts to build and grow new partnerships and drive industry growth.

“We are delighted to launch BCMA North America and are excited that the BCMA is broadening its reach into this important territory”
“We are delighted to launch BCMA North America and are excited that the BCMA is broadening its reach into this important territory,” said Andrew Canter, CEO of BCMA.

On July 18th, BCMA North America will be celebrating the official launch of its chapter in New York City at the worldwide headquarters of Ogilvy & Mather, featuring a high profile roster of prospective members.

“There has never been a better time to bring together the brightest minds in the industry and further define creative, production and measurement standards in the branded content space,” said Doug Scott, Chairman of BCMA North America.

Members of BCMA North America will benefit from exclusive access to industry trade events, driving new partnerships and business opportunities. Partners of the association include C Squared, Cristal Festival, Always On, NATPE, MIP, UbiQ, Digital Hollywood, The Rose Group, realscreen, and Cannes Lions. BCMA North America Members will be invited to quarterly mixers, an annual summit, and additional industry insider events.

Under the stewardship of Doug Scott and the group of highly qualified leaders comprising the Board, the BCMA North America Chapter aims to promote innovation within its membership body. The Executive Board includes:

Doug Scott, International Director of BCMA & Chairman of BCMA North America, President of OgilvyEntertainment
Robert Friedman, Director of BCMA North America, Television & Film Executive
Wright Ferguson, Jr., International Director & Treasurer of BCMA North America, USA President of AdForum
Jeff Greenbaum, Legal Counsel & Secretary of BCMA, Partner at Frankfurt Kurnit Klein & Selz
Ian Wright, Research Director at BCMA, Executive VP, Corporate Development of Ipsos MediaCT

The Board of Advisors includes:

Russ Axelrod, Director of Brand Strategy and Branded Entertainment at Microsoft
Laura Caraccioli-Davis, Executive Vice President of Advertising Solutions at Electus
Katrina Cukaj, Executive Vice President of Ad Sales at CNN
Bill Davenport, President of Wieden+Kennedy Entertainment
Scott Donaton, President & CEO of Ensemble
Rob Donnell, West Coast Regional Lead of BCMA North America, Owner of Brand Arc
Tom Dunlap, Executive Producer at RSA Films
Carolyn Everson, Vice President of Global Marketing Solutions at Facebook
Jared Hoffman, Managing Partner at Generate
Oliver Laubscher, Global Director of Content Connection, a WPP & Group M Initiative
Kevin McAuliffe, SVP Branded Entertainment at NBC Universal Cable Entertainment
Eddy Moretti, Executive Creative Director at VICE
Brent Poer, Executive Creative Director at Liquid Thread
Evan Shapiro, President of Participant Television
Noah Syken, Manager of U.S. Media Sponsorship Advertising and Branded Content Development at IBM
Mike Wiese, Director of Branded Entertainment at JWT, New York

For additional information about the BCMA North America Chapter, please visit www.bcma-na.com.

About Branded Content Marketing Association

The Branded Content Marketing Association is the international trade body for branded content. Launched on October 2nd, 2003 the BCMA drives development in the branded content market throughout Europe, Australia, Asia, and the United States. The BCMA was established to promote and champion the concept of branded content to the global marketing industry. Designed to benefit anyone involved in the branded content marketplace, the association includes members across advertising, brand development, sponsorship, media, broadcasting, programming, and entertainment. The BCMA is committed to creating opportunities for meaningful exchange and defining industry standards and practices. By providing an exciting calendar of events with industry development at its core, the BCMA enables its members to adapt and capitalize on new challenges while further developing the advancement of branded content. For more information about the BCMA, visit www.bcma-na.com.

Contacts

For Media Information:
The Rose Group
Elana Weiss/Molly Pross
310-280-3710
elana@therosegrp.com/molly@therosegrp.com
or
For BCMA North America Information:
Lauren Rubinfeld
Development Director
BCMA North America
212-237-4330
info@bcma-na.com
www.bcma-na.com

• Aegis has entered into a majority stake joint venture with Chinese technology and digital marketing company, Beijing Adsit Technology, to set up iProspect in China, as it and WPP continue their acquisition spree.