Category Archives: Advertising Week
NFC for You and Me: Brunner Talks Near Field
This post is by Will DeGirolamo
Near Field Communication (NFC) is a technology touted by tech savant Google for its potential in driving mobile payments. Additionally, some particularly savvy advertisers are looking beyond just payments, thinking long-term about near field.
Rick Gardinier, chief digital officer at advertising agency Brunner, discussed the potential of NFC for use in delivering ad content directly to one’s mobile device at OMMA Global earlier this month. Gardinier contends that NFC is invaluable to what the mobile experience will become and can develop deep, lasting experiences for consumers. See what other NFC insights Gardinier had to share:
Do you think NFC will change the way content is delivered to mobile devices or is it useful only in mobile payment situations?
4A’s IAM Students Place 3rd in Advertising Futures Competition
Posted by Melissa Ann Im
Top advertising agencies and high schools teamed up to present their creative campaigns for the 9thAnnual Advertising Futures Competition on October 3, 2012 at the office of JWT in New York City. The competition took place as part of Advertising Week, bringing together the Ad Council, agencies and students. Excitement mounted due to the possible reward – the winning team’s ad will be featured in
IAM Places 3rd at Competition
The New York Times and posted on a billboard on 42nd Street.
This year’s assignment: Design an ad campaign to build awareness and encourage employers to hire U.S. veterans. Students were asked to develop a campaign to convince American citizens that war veterans should not only be viable candidates for blue/white collar jobs, but should be highly sought after for having received training that only the military can provide.
The client was the Iraq and Afghanistan Veterans of America (IAVA).
The students and their partner agencies including JWT, DDB, McCann and others had three weeks to prepare a campaign. After only three briefing meetings, the students had to conduct research, strategize and flesh out a full campaign to achieve the marketing objective.
The presentations were impressive, and a group of top industry panelists, including IAVA Chairman and former CEO of Y&R, Ed Vick, carefully examined each campaign. At the end of the presentations the judges deliberated, and before announcing the winners went through each campaign providing feedback and compliments on the students’ work and creativity.
Ron Berger, an active supporter of the competition and one of the founders of the High School for Innovation in Advertising and Media (IAM) in Brooklyn, spoke to encourage and commend the students for what they were doing for the future of the industry. He even mentioned that the competition was his favorite part of Advertising Week.
IAM’s Ad Campaign
IAM presented a clean and unique campaign in the form of a resume with all of the traits and qualifications of America’s war veterans. IAM placed 3rd out of more than 10 schools which is a huge accomplishment for the students considering this is the first year they have placed. IAM students
have participated in the competition.
A big congratulations to all of the schools and a special congratulations to the 4A’s IAMHigh School participants.
Using Your Resume as a Story Builder
Within our industry, the average tenure at one job stands at about four years, with the younger demographic spending less time than that before jumping ship. Is it an epidemic, or should we embrace it?
That was the topic of discussion at Tuesday’s panel “Supporting the 4-Year Career,” hosted by Minneapolis creative agency Carmichael Lynch during the ninth annual Advertising Week in New York. Moderated by Carmichael CEO Mike Lescarbeau, the panel consisted of recruiters, agency execs, and copywriters who supportthe new trend within the industry.
During the spirited debate, the conversation focused on two pivotal questions: Is the 4-year career a problem? Can staffers keep up the creative energy and enthusiasm for more than four years?
“You’ll notice a difference from when a new hire comes in and their energy is so high, until it plateaus to work they know they can get away with,” said Marcus Fischer, Chief Strategy Office with Carmichael Lynch. “What I look for in an interview is a passion point that may not even relate to work. I want to see that passion point and find out how to channel that into their career. A broad range of backgrounds is more interesting than purely agency specific careers.”
“Your resume needs to build a story, why you made that change and how to make it better,” said Carol Watson, President of Advertising Women of New York.
Alec Brownstein, freelance copywriter who has “observed” the 4-year career, was in favor of the constant change in careers.
“The most interesting thing a person can do is not based on their career path, but by following their passions,” said Brownstein. “There’s nothing holding you back anymore. Go out there and do something. Make something on your own. That will get you noticed and get you your next career.”
“The question I ask and everyone should ask before hiring someone is, ‘Is this place better if they are here or somewhere else?’” said Fischer.
Where do you stand in this trend? Are you in favor or against the 4-year career? Please share your thoughts in the comments.
Why Marketers Need to Think About ROE over ROI
Yesterday we attended OMMA Global, which happens in New York concurrently with Advertising Week and IAB Mixx. Zain Raj, CEO of Hyper Marketing Inc. gave a keynote speech to a packed room during the OMMA Response track: From ROI to ROE: Winning Customers Takes More than a Marketing Plan.
As Zain explained, marketing plans have always been about maximizing ROI—how much to spend and where to spend it. In the last five years, though, integrated marketing as it applies to digital and direct response has become a veritable Rubik’s Cube of media scenarios and almost as difficult to solve. To win customers, marketers need to understand how to gain ROE–Return on Experience, Engagement, and Equity in their advertising.
We caught up with Zain after his speech and discussed with him the differences between ROI and ROE:
Zain also argues that one of the first steps in achieving ROE is knowing how to establish your product or service as a brand ritual for your customers. In this video, he uses John Deere hats as an example of delivering “Return on Experience.”
Cannes Lions Day 3: Round Up
Goodby Silverstein & Partners held a panel in Cannes about the launch of the new Chevy Sonic… The San Francisco-based agency also picked up a Mobile Gold Lion– for the Chevy Game Time app. More details on the work can be found here… Congratulations to WPP’s MediaCom, whose offices in Germany, Israel and the U.S., won a combined total of six Cannes Lions this week: In the “Other Consumer Products” category, MediaCom Germany nabbed a Silver Lion for its Hasbro campaign, “Office War: Helping Germany Have Fun at Work.” A Bronze went to MediaCom Israel in the “Best Use of Ambient Media (Small Scale)” category for its “Danger! Dog Poop” initiative for Mokesh – The Coalition For Mine-Free Israel. MediaCom USA and its WPP sibling Grey Group won a Gold Lion for the Canon “Project Imagin8ion” campaign. Three other Bronze Lions went to MediaCom on campaigns for Mars Wrigley, VW and P&G… Blast Radius was in Cannes represented by, among others, Jeroen Matser, Head of European Strategy, and Gurval Caer, CEO and president. Click here to learn what inspires Matser’s creativity and Caer’s thoughts about digital—“Digital is dead,” he says. “Long live engagement.”
TV On The Go: Coming To A Mobile Device Near You in 2012
It happens to all of us. We’re on our way out the door to work and Matt Lauer announces a Breaking News report “coming up next.” We’re on a business trip to Tulsa, Oklahoma when the Giants are playing the Jets. We’re on a road trip with the kids and are one of those families without TV’s in the headrests.
These days, consumers have a device for everything. So why is it that they don’t have a devise for receiving high-quality, live TV, on the go?
At this year’s Advertising Week, Abby Auerbach, EVP & CMO of TVB moderated a panel which featured some of the top names in Mobile Digital Television including; Erik Moreno, SVP Corp Development, Fox Networks Group; Co-GM, Mobile Content Venture, Anne Schelle, Executive Director, Open Mobile Video Coalition and Jeff Minsky, Director Emerging Media, OMD Ignition Factory.
Turns out Mobile Digital Television, via the Dyle app, is poised to make its first major consumer push next year- offering consumers in 32 cities nationwide free, over the air TV directly to their tablets and mobile devices.
So what does this mean for advertisers and marketers? Extended reach and frequency – MDTV allows for an extension of the viewing day- on average consumers increased their daily live TV viewing by 38%.
Here are some of the key takeaways:
- Daytime is the new primetime when it comes to MDTV- Consumers loved watching different types of programming during the day, especially local news
- Consumers were watching live TV at new and different locations – at work during their lunch break, at idle moments waiting on line at the checkout or the doctor’s office
- Moms enjoyed passing a mobile phone or tablet to kids en route to school or running errands
- Consumers were staying in-tune with breaking news and weather
Watch Abby Auerbach offer a recap of the panel here.
The Silicon Valley – Madison Avenue Divide
On October 5, MEC’s Managing Director of Digital Trading Rich Astley joined GroupM CEO Rob Norman, Head of MEC’s Team AT&T Dennis Donlin, Myxer‘s Mike Carson and Google’s Torrence Boone for a free-wheeling discussion on the Silicon Valley and Madison Avenue divide during Advertising Week 2011. Presented by MEC, the panelists took an in-depth look at the disconnect between future thinking digital companies’ frustrations with agencies who are too slow in their world, and the agency frustration with the latest craze that doesn’t actually move the needle on client metrics.
We caught up with Rich quickly after he finished the panel and here, he reflects on his experience and the takeaways for bridging this buzzed-about divide.
Advertising Week Special Report: Mobile
Two DGC clients engage in a free-wheeling discussion on the challenges and opportunities of 
mobile.
Today we attended a very engaging Advertising Week (www.advertisingweek.com) panel on mobile, featuring two of our clients – Marla Kaplowitz, President of Client Services, MEC North America (www.mecglobal.com), and Marita Scarfi, CEO of Organic (www.organic.com). Sponsored and moderated by the Mobile Marketing Association (MMA), the panel took an in-depth look at how agencies are keeping pace with the ever-changing mobile landscape, and how they’re meeting the demands of their clients in terms of innovation, technology and strategy.
Below are a few keys points that our two rock-star (female) clients made on this ever-important subject:
Marla Kaplowitz, President of Client Services, MEC North America
- From a consumer standpoint, it’s really all about mobility. People wake up with their cell phones; people go to the bathroom with their cell phones. It’s gotten to the point where your phone goes with you almost everywhere, and the phone has become an extension of who you are. As marketers, we need to not simply focus on what we can do with mobile, but what our consumers WANT to do with their devices – and see how we can help make this shift relevant.
- To continue to be strategic partners to our clients, we need to show our clients where we’re going and what the opportunities are. We constantly need to push them to take advantage of mobile and educate them on what’s out there in the space.
- Mobile has given us the “virtual water cooler,” which allows us to continually ask the question and gather information on what the consumer wants.
- A challenge from a media agency perspective is to make the ad unit we’re buying relevant and engaging, and not static. It’s an area where we continue to improve and one which needs focus for us to move forward.
Marita Scarfi, CEO of Organic
- Marketing budgets should be less siloed, and focus more on consumer behavior and data. We should focus more on where our target consumers are and how to use media (including mobile) to best engage them.
- Likening mobile budgets to a Swiss army knife, Marita said the size of marketing spend on mobile is less important than efficiency. She encouraged marketers to focus on how to get the best possible ROI for mobile spend.
- From a business standpoint we need to look at three areas of framework strategy/content/technology.
- Mobile is growing exponentially, even if the data in mobile is not as robust.
- Brands should make mobile part of the user experience, which will in turn make life easier for all parties.
