Enjoy AdForum’s daily roundup of the latest news, trends, and notable work in the advertising industry.
Wayback Wednesday: Yogi Berra Sells Florida Orange Juice in 1957 Ad
Today we honor baseball icon and quirky cultural philosopher Lawrence Peter "Yogi” Berra, who died yesterday at the age of 90. It was a good run. Yogi Berra was an 18-time All-Star catcher for the New York Yankees and selected three times as MLB’s Most Valuable Player. In addition, Berra was either a player or a coach for 13 MLB clubs that won the World Series.
Throughout his storied career and enduring fame, Berra was also at the forefront of athletes endorsing products – from Miller Lite beer to Stove Top Stuffing – a burgeoning cultural evolution and advertising dynamic marked by a commingling of commerce, celebrity, and technology that continues to shape modern advertising. Read the full article at AdForum.
Ad Life: Why Freelancing Isn’t For Everyone – Especially Creatives
“Working alone can also isolate you from other professionals who might be able to help you come to a best solution through brainstorming and simply talking things through. To prevent yourself from being sucked into a creative vacuum, consider joining local business networking groups or meet up with other freelancers throughout the week to either work together or just to catch up over coffee. If you can’t do any of those things, at least pick up the phone and call a colleague or friend to discuss your work problems.” Read more at Fast Company.
AdForum Exclusive: 5 Questions for David Angelo, Founder and Chairman of David&Goliath
AdForum caught up with David&Goliath founder and chairman, David Angelo, to explore the philosophy and culture at the creative agency, and in particular how those influences informed its recent work on the successful 2015 Kia Optima campaign.
AdForum: The creative philosophy at David&Goliath is built around the word “Brave” and all of the connotations and denotations that characterize the concept. How did David&Goliath use “Brave” to develop this new campaign for the 2015 Kia Optima – particularly in the auto industry, which is notoriously competitive and crowded with ads?... Read the full interview at AdForum.
MEC to Hire New Talent with “MEC Live Hire” Event at Advertising Week
MEC, a leading global media agency, announces a live hiring event to take place at this year’s Advertising Week kicking off on September 28th in New York City. The innovative recruitment experience will attract bright and passionate up and coming entry level talent for live on the ground interviews with MEC executives, with the goal of extending offers to top Associate candidates the same day.
Commenting on the agency’s efforts, Marie-Claire Barker, Chief Talent Officer, MEC Global said, “MEC has a talent ambition of being renowned for changing the face of talent management in our industry. Over the past decade, the advertising and marketing landscape has evolved drastically, yet as an industry we are still relying on tried and tested methods of acquiring talent. With this new approach we aim to disrupt the industry norm to attract the next generation of entrepreneurs, innovators, and achievers to deliver for our agency and our clients.” For more details, visit MEC.
Organic’s New CEO, David Shulman, Discusses How Halting Pitches Improved Morale
“The company needed a reboot when I stepped in. When you look at what wasn't working, it was pretty much all about retention. With a focus on bottom line, we were chasing the dollars rather than inspiring our talent to produce amazing work that drove impact for our clients.” More at Adweek.
Job of the Day: Copy Supervisor at Havas Life in New York City
The Copy Supervisor is independently responsible for managing all aspects of a their assigned brand(s). They are self-motivated, client-facing and an integral portion of the creative team that works in close partnership with colleagues in Art, Account Service, Project Management, MOMENTUM and HPSBlueStar. The CS is recognized by the client as essential to all brand creative and strategic meetings. The CS should be a creative leader at the agency, capable of producing imaginative, strategically sound, top-quality creative ideas across all assignments, on short notice if needed. The CS should be able to supervise and mentor other writers while managing a heavy workload. In addition, the CS should have the ability to support new business opportunities while ensuring that billable work remains high quality and stays on track. For more information, visit Havas Life.
BBDO Chief Creative Officer David Lubar Offers Advice to Job Seekers
“I ask candidates what they think a job with us will do for them that their present job doesn’t. If I can honestly answer, “Yes, if you join us, we can do that,” people come in pretty motivated.” Full interview at BU Today.
Today in Advertising: “Happy Birthday” Freed from Copyright Claim, Now Part of Public Domain
“A federal court judge in Los Angeles has declared the song Happy Birthday to You belongs in the public domain, dealing a blow to the music publishing company that has been collecting royalties from the song for decades. US district judge George H King ruled on Tuesday the copyright originally filed by the Clayton F Summy Co in 1935 applied to a specific arrangement of the song, not the tune itself.” Read more at The Guardian.
Harry Potter Franchise Hones Advertising to Target Generation Z
“Gen Z may have missed ‘Pottermania’ at its peak, but J.K. Rowling and her team of 'Potterheads' are making sure they do their bit to keep the magic of Harry Potter alive. Yesterday, the new Pottermore — Rowling’s digital entertainment, news and e-commerce company devoted to the Harry Potter books and the wider “Wizarding World” — made its debut. Launched in 2012, it has undergone a makeover to capture the attention of a younger, more digital audience — keeping mobile users in mind with more entertaining content.” Visit Digiday for more details.
Likeable Media’s Kelly Byrd Offers Strategies to Address Ad-Blockers
“There has been a lot of recent conversation about ad blocking: why more consumers are doing it, how more consumers are doing it, and how brands may get around it. Ad blocking is not a new trend. As Seth Godin recently noted, "Of course, people have been blocking ads forever. By ignoring them." But now that technologies have advanced to give consumers more options to ensure that ads are not a part of their internet experience, here are the key things that content marketers need to know about ad blocking.” Read more at Likeable.
GroupM Leads the Charge into Battle Against Costly Piracy Websites
“According to a report from the Digital Citizens Alliance, $200 million in advertising is spent each year on websites that rely on pirated content—like copied news articles or e-commerce sites that sell counterfeit goods—to trick ad networks into thinking they are legitimate properties on which to run ads. Such fraudulent sites rip off advertisers in two ways: They sell ads against copied content, or they set up botnets that infect computers with viruses that drive huge numbers of clicks on ads. ‘We realized that this is a major, growing issue,’ said John Montgomery, chairman of GroupM North America and co-chair of the TAG Anti-Piracy Working Group.” Read the full story at Adweek.
Gauging the Hype: The Real Value of a Social Media Influencer’s Audience
It’s a side of advertising as mysterious and misunderstood as the dark side of the moon. Laundry Service CEO Jason Stein delves into social media economics and explores where perception meets reality in a realm of advertising still operating in the shadows. For the full article, visit Ad Age.
Agency of the Week
Critical Mass is a global experience design agency with a relentless focus on the customer. We’ve been doing digital for nearly two decades, but we still meet every challenge head on, with the same tenacity as we have since day one. Today we’re 750 people in 10 offices on 3 continents. We’re thinkers. Tinkerers. Makers. Do’ers. We speak a dozen different languages and are inspired by a million different things. But no matter our discipline or where we are in the world, we’re united by a common excitement for digital that’s absolute and contagious. Learn more about the creative culture and folks at Critical Mass in their AdForum profile.
Because legend Yogi Berra passed away yesterday, watch this ad of the iconic New York Yankee and quirky philosopher in this 1957 Florida Orange Juice ad below.