Cadillac Canada has partnered with renowned Toronto chocolate maker Brandon Olsen on a direct mail campaign that puts a decadent twist on the standard test drive invitation. Working with its lead agency Red Lion, the automaker tucked away keys to new Cadillac CT6s inside the hugely popular “Ziggy Stardust Disco Egg” from Olsen’s trendy Toronto restaurant, La Banane. https://youtu.be/TRrBQc0e7R8 Cadillac …
Do You Know the Difference Between A Click and A True Connection?
DDB chairman Keith Reinhard is a member of the Advertising Hall of Fame. Reinhard gave birth to the Hamburglar and the other denizens of McDonaldland. He was responsible for McDonald's "You Deserve a Break Today" and for the Big Mac tongue twister, "Two-all-beef-patties-special-sauce-lettuce-cheese-pickles-onions, on a sesame seed bun." He also penned State Farm's long-running theme, "Just Like a Good Neighbor, …
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Ad Making Is Not Manufacturing, It’s A Discovery Process
Martin Weigel has been Head of Planning at Wieden+Kennedy Amsterdam since 2009. He has some sharp ideas to share about the business. Like this one: When we succumb to the fantasy that we can professionalise creativity, that we can extract the play, unpredictability, and human element out of the process, that it can be treated like the manufacturing process, repeatable and reliable in its methods, and …
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Awareness – Interest – Desire – Action
In 1898, Elias St.Elmo Lewis developed a model that mapped the consumers’ journey. Today, we call his framework the sales funnel. Some Marcom philosophers posit that the sales funnel is dead on arrival today. But Beth, an Associate Professor of Advertising at Syracuse University’s S.I. Newhouse School of Public Communication says not so fast. What has changed is both how and how fast consumers move through …
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Thanks To Gen Z, TV Breaks Out of Its Box
Are you "watching TV" when you're streaming your favorite episodic content? Does it matter what we call the screen or box where content is consumed? According to a new study from Hulu and Tremor Video, a provider of software for video ad effectiveness, 84 percent of adults aged 14-50 equate "watching TV" with devices such as an Apple TV or PlayStation. “The transition of television programming to a …
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Ask And You Shall Receive A Thoughtful Answer
Russian hackers are now meddling in the French election. French newspaper, Libération, is fighting back with a search engine staffed by real-life journalists. https://youtu.be/HPQGV58LWUw Libération with the help of J. Walter Thompson/Paris came up with the anti-hoax service CheckNews.fr, a search engine trading cold algorithms for journalists for three days before the French elections. In related news, …
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Ad Life in the Fast Lane
U.S. agency revenue rose 4.4% to $48.3 billion in 2016, according to Ad Age Datacenter. All major agency disciplines grew last year, led by healthcare, up 7.6%. Promotion gained 5.4%, boosted by experiential marketing. The data-centric field of CRM/direct marketing rose 4.5%. PR increased 3.2%. Also, U.S. ad agency employment in December reached its highest level (202,700) since the dot-com bubble in 2001. …
Lead Prospects To The Funnel of Love
What exactly does “digital transformation” mean and why should we care? It means that people are discovering and interacting with brands in new ways, putting an onus on agencies and clients to evolve. Specifically, the data-driven digital world is challenging marketers to find more effective engagement strategies throughout the marketing funnel. It demands new skill sets and expertise and is challenging traditional …
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