Publikacja użytkownika dentsu Polska

Viva la vulva! To mark 10 years of Essity and AMV BBDO, I asked top creatives to share their favorite ads from the partnership and explain why. “What looking at all this work confirms is how tantalizing our job is. It just takes one idea. One idea is to unlock an account and change the fortunes of both clients and agencies. One tiny spark. Land this and it breeds confidence in the agency/client team, unlocks more great thinking and allows the agency to go from strength to strength creatively." Thanks to Quiet Storm Agency's Trevor Robinson OBE, Wonderhood Studios' Aidan McClure, Accenture Song's Vix Jagger, FCB London's Owen Lee and Hijinks Tamryn Kerr for their picks. Read what they had to say on The Drum: https://lnkd.in/en6b-ARz Which ad is your fav?

Let's unpack this "18-month long pitch" (there's almost no one that should be celebrating). Lego's Marketing Team cannot make a decision and clearly is horribly aligned internally. There is no reason why it should take this long to select a media agency. Especially when so much of the budget is digital (~75%). My guess is the regions couldn't agree, the CMO couldn't pull them together and the CEO should be wildly concerned about how much time and money was wasted on this review. Publicis probably gave away the farm to win this. An 18-month pitch is not a battle of titans trying to edge each other, like the famous 11 hour Isner/Mahut Wimbledon Match. This is likely painful negotiations both internally at Lego and with Publicis/the other agency participants. It also sets a horrible precedent for future reviews and agency employees should be concerned. Also don't forget, the best of the best get staffed on these reviews... participating in a pitch like this risks your best talent. Every Publicis client should be concerned. Since Publicis likely gave away the farm to win, they are going to look for it somewhere else. Every client of the losing agencies should be concerned. They spent millions in aggregate to pitch this, they are going to look for it somewhere else. Lego's HR team should be concerned. Their new office in Boston is attracting quite a bit of interest from talent. If it takes this long to make a decision, it's going to be a concern for new applicants. This kind of pitch process is a big part of what is destroying the ad agency model. These Lego clients should be ashamed of themselves and the rest of the ad community should hold them to task. There is only one winner... the pitch consultant. And they should be grateful they are not listed in this press release. No brand client should ever hire them again. (and if you're curious... I've won pitches this big on the agency, held reviews this size as a client, and managed some as a consultant.) #adagency #mediaagency #RFP #Lego

This is truly one of the greatest ads I’ve seen in a WHILE. Why? I watched it sound off. I watched it while checking my email and listening to a true crime podcast. I watched it on my phone without turning it sideways so it was basically the size of my thumb the whole time. And I got it, quickly. And loved it. ➡️ It marries perfectly a clear product feature with a unique cultural audience insight. The flavored water now has no gas + Argentines gesture a lot when speaking = new engineered, memorable benefit. The ad rewards you as a viewer for completing the rest of the equation in your mind. ➡️ It’s riddled and threaded with humanity. We flinch when they flinch. We’re rooting for these folks to not get drenched - or maybe some of us are on the bottle’s side. And we all know someone who gestures without abandon when speaking. ➡️ It shows the product the entire time but in a way that doesn’t feel forced, or limiting, or annoyingly staged. ➡️ Though it is beautifully and specifically crafted for the Latino/a/x audience, it still works fairly universally in that it isn’t isolating. It welcomes you in to share a cultural nuance. Keep making human ads, folks. Buenisimo.

Innovation at its best !!

And just like that, the remnants of three legacy agency brands with a combined 324 years of experience are wiped from the face of the advertising world.   Wunderman started in 1958, while Y&R was founded in 1923. J. Walter Thompson goes back even further, being founded in 1864. Sure, the last decade has seen dramatic changes and mergers that have significantly altered the original agency brands. But with the news that this new agency will be branded simply as VML, this is now officially the end to all three agency brand names. I spent 10 years of my career at JWT, which turned out to be a mere blip in the overall history of that storied agency brand. I get that time marches on, and profits need to be maximized. But still, it’s sad to see it go.        How long will VML last as an agency brand name? Only time will tell. But with the trend of the Omnicoms and WPPs of the world pitching as holding companies vs agency brands, odds are that VML could get rolled into the WPP mothership in no time. Well, certainly a lot less time than another 324 years from now.   What do you think? How much value do you put on agency brands vs the holding companies that they fall under?

This is a heartfelt post. The recent announcement of Wunderman Thompson, VML Y&R being merged under one entity VML took a while for me to get a grasp of. Or let me say, it took me a while to digest what had happened. Having spent half my career with Wunderman, JWT (Contract) and Y&R in one capacity or the other, it’s almost a body blow (Maybe not that much). For being a strong pillar of planning in india (JWT), to the one of loyalty/ CRM globally (Wunderman) it’s a bit sad to see these two brands walk into the sunset. Make no mistake, these are two brands that have commanded solid presence. Wunderman at one time was the largest CRM agency in the world and JWT the largest advertising agency in India. Agencies are about people and people are resilient. So what led to their decline? Thoughts? https://lnkd.in/dNkYCB2V

It’s all about the insight.

#CampaignTalks Pepsi Max, in 2015, aimed to create an engaging digital out-of-home (DOOH) campaign to convey their brand message, "Live For Now." AMV BBDO, the agency behind the campaign, designed an Augmented Reality (AR) experience that transformed a bus shelter display into a window where unbelievable scenarios merged with the real world. By employing bespoke 2D and 3D elements, they seamlessly integrated these scenarios into the live street view through depth mapping. Commuters and bystanders, unsuspecting of the surprises, encountered a colossal laser-shooting robot, a fiery asteroid hurtling towards Earth, tentacled creatures emerging from manholes, and more. The campaign's initial footage was transformed into a social film and shared with Pepsi's online community. The campaign's success was spectacular, amassing over 8 million views on YouTube, with 3 million views achieved in just five days. It triggered a global PR frenzy, earning coverage from Brazil to Australia, reaching an astonishing 385 million individuals. An impressive 95% of the impressions and PR coverage were organic, representing earned media. Prominent news outlets like ITN, CNN, and BBC Click featured the viral video, with BBC Click also highlighting the campaign's technological aspects. During the campaign's run, Pepsi Max witnessed a remarkable 35% year-on-year (YoY) increase in sales for the respective month. This incredible campaign received over 20 awards, including a prestigious Bronze Outdoor Lion. #pepsi #pepsimax #augmentedreality #digitalooh #outofhome #pepsimaxbushelter #pepsimaxunbelievable #dooh #immersivetech #newagetechnology #pepsicampaigns #ARcampaigns #ARadvertising

Hats off to the outstanding Rexona, BBDO & Initiative team for winning an Effie at Social Impact #EffieArgentina 2023. Effie is the standard of excellence in our industry, recognizing the so-called effective advertising, ideas / marketing efforts that have proven to contribute to the business. Sedentarism (physical inactivity) is one of the leading causes of preventable death worldwide, growing exponentially since the pandemic. According to the World Health Organization, Argentina is among the Top 20 most sedentary countries in the world. This trend is upsetting consumers’ health and jeopardizing Rexona’s business. If people don’t move (and sweat) … what’s the need of a deodorant… 7 out of 10 Argentineans do not practice any kind of new activity for fear of prejudice and failure. We’ve realized that the most challenging part of trying something new is taking that first step. Together with the Rexona team and BBDO we have created a ground-breaking platform: Primeros Pasos (First Steps), a consumer-relevant platform that aims to break physical inability, creating a safe context to inspire and invite people to take their first step with confidence so nothing can hold them back. We partnered with +15 Professional and Institutions from all over the country in more than 14 sport activities to give consumers the first class for free in an inspiring, unjudgmental context. Primeros Pasos was a ground-breaking campaign with massive cultural impact, becoming a significant first step against the sedentary behavior, inspiring and helping consumers to incorporate movement as daily habit. Not only our business grew to a new record high (#1 Brand on Male & Female, +6pts of Penetration vs. YA, +12% Brand Favorability, +16% Purchase Intent) but +87% of the people who attended to Primeros Pasos continued practicing sports on a regular basis. Primeros Pasos is a reconfirmation that Purpose designed to serve consumers in a meaningful & cultural relevant way can also drive our business forward. When our consumers move, our business became unstoppable. Congrats to the unstoppable team #EffieArgentina Effie Awards Argentina Maria Micaela García Alai Paulo Avila Agustin C. Ana Paula D. Julián Sosa Collado Rocio Serafini Mariana Giordano Victoria Iñiguez Novello Ariel Bergamo Joaquin Schamber Romina Furci Nicolás Woszezenczuk Manuel Ocon Natalia Lugo Jorge Raúl Martínez Moschini Rosario Galeano Belén Martínez Cima

i have spent some of my happiest working years in Y&R, DY&R, WCJ, impiric, Wunderman as well as a partnership between Y&R and Wunderman, at a time when integrated offerings were unheard of. DY&R was the affiliation with Dentsu, back in the day. this business of transformation is always a delicate balance between cannibalising your legacy and creating a fitter, speedier and more flexible model. after a point, legacy becomes the victim of its own success. but its also a delicate balance between sustainability in the model as well as fiddling around regularly, to time the market. and i am sure WPP wouldnt have taken the decision lightly, to get rid of the biggest icons in their portfolio and name it after a lesser known alphabet soup, although i think Wunderman would have been a better fit than VML. i guess, the key Q - how do you serve a new type of client, with a new set of challenges, from a legacy business? but whats in a name if the new business is just a new name for the old business? if the new business continues to monetise ad products, instead of solving big business problems? RIP Young & Rubicam RIP Wunderman RIP J. Walter Thompson Worldwide the easy part is done, now starts the tough part! ps : its amusing to see people in the adland, that preach transformation, disruption, change mgmt blah blah to their clients, wanting to hold on to their own legacy. #wpp #wunderman #jwt #yr #ogilvy #vml #advertisingagency