Category: Uncategorized

Does the Industry Need Big Digital Agencies Anymore?

Production Shops Go Directly to Clients in a Threat to Middlemen

Posted by Kunur Patel and Jeremy Mullman on 11.16.09

NEW YORK (AdAge.com) — When Wm. Wrigley Jr. Co. dumped Digitas, Tribal DDB and Agency.com for a trio of smaller, production-centric digital shops last week, it did more than deal a setback to three global interactive agency networks. It raised the question of whether big digital agencies are being outflanked by leaner, faster, more-creative shops.

Those agencies and their peers routinely hire the likes of Big Spaceship, Firstborn and EVB — the troika that swiped Wrigley — to help execute highly technical creative projects the agencies dream up for global-scale clients such as the gum maker. Now those little shops are moving into direct relationships with marketers such as Pepsi, Microsoft, Adidas and Pernod-Ricard, and leading some to wonder whether the biggest digital players are becoming unnecessary, pricey middlemen.

And that’s not the only squeeze going on. As old-line agency networks build better digital units, they’re increasingly competitive with the bigger digital shops because they can offer similar scale. Case in point: Havas’ Euro RSCG 4D’s recent takeaway of IBM’s digital account from Digitas. (more…)

New Moon, new dilemmas

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Posted by Kimi Canete on Friday, November 13, 2009

…In addition to the movie, there’s also the “What Drives Edward” New Moon Volvo Contest. Participating fans can compete to win premiere tickets and even a brand-new Volvo—an XC60, the kind that Edward drives in the movie. Fans must complete all six phases of the puzzle to unlock the final puzzle. Many fans, however, are having trouble with “What drives Edward, phase 4”. It is rumored that a question on Yahoo Answers points to a video that may help.

Although the eagerly awaited “New Moon” will be playing in most theaters all over San Diego County, be sure to get there early! And if you haven’t bought your tickets yet, buy them! Many fans have bought their tickets months in advance. (full article…)

The Rise of ‘Advertility’

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Gauging the give and take of marketing in a digital age

Nov 9, 2009 -By Jeff Brooks

The notion of brands taking on more purposeful, useful roles in the lives of their consumers is nothing new. Nor is the belief that the Web, and technology in general, have turbo-charged the ability for brands to provide more meaningful value for their customers. So lately I’ve been thinking about why our industry has yet to fully embrace this phenomenon.

Deeper customer engagement, technology innovation, real-time marketing, social amplification. These are wonderful things to evangelize. I’m just wondering if we’re asking all the right questions about how we apply these many virtues of the digital space. Instead of starting with the typical question of “What’s our message and how does it tie back to our product and business goals?” perhaps there’s an equally important question we often choose not to ask: “What can we be doing to help consumers, and improve some aspect of their lives?” (more…)

Survival Star Joins Dos Equis ‘Academy’

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by Karlene Lukovitz, Monday, June 15, 2009, 3:57 PM

Grylls-aTV survival star Bear Grylls is joining Dos Equis’ online “Most Interesting Academy” as an instructor on urban survival techniques.

Grylls — adventurer, expedition leader, former British Special Forces member and host of the “Man Vs. Wild” TV series — will appear in a five-part Web series on the beer brand’s Academy site (mostinterestingacademy.com) starting on Thursday. (more…)

Happy Birthday, Digital Advertising!

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The Banner Campaign that Started a $24 billion Business, and Got a 78% Click-through Rate

Posted by Frank D’Angelo on 10.26.09 @ 03:49 PM

Oct. 27 marks the 15th anniversary of the industry’s first banner display ads, which appeared on Hotwired.com. To the many of you reading this who weren’t in the business back then, that’s not a typo; I’m not referring to http://www.HotWire.com, the travel site, but HotWired — the first commercial digital magazine on the web and the offshoot of Wired magazine.

For us, it started with a speech. It was May 1994, and Ed Artzt, the chairman of P&G at the time, made his landmark speech at the 4A’s meeting in White Sulphur Springs, WV calling for marketers and their agencies to dive headlong into the “new media” revolution or be left behind. (more…)

Lacoste Shoots Its Wad Online

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The high-end fashion line shifts its entire marketing budget to the Web.

Laurie Burkitt, 10.29.09, 02:00 PM EDT

It wasn’t long ago that a fashion magazine reader could flip through the pages of Vogue and Elle to find advertisements from high-end French brand Lacoste. Not anymore.

The company known for its crocodile logo and polo shirts is ditching print ads and switching to a completely digital tactic in America. Lacoste spends $12 million a year on marketing in the U.S., according to TNS Media Intelligence, and all of that will go online. The change rolls out Thursday with the launch of a new Web site, from New York agency Euro RSCG, that lets shoppers build their own Lacoste wardrobes and share with friends on social networking sites. (more…)

Lacoste debuts first US all-digital effort

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Dianna Dilworth – November 02, 2009

High-end fashion brand Lacoste is running its first all-digital campaign in the US in time for the holiday shopping season.

Called “Momentum,” the effort includes an interactive Web site, which consumers can use to create their own music videos with kaleidoscopes of Lacoste labels, images of its winter fashion collection and upbeat original dance music. Visitors can also view videos made by other users. (more…)