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Kimberly Clark Addresses Menopause Head On


A new campaign from Kimberly Clark aims to open up the menopause kimono with personal stories from women going through menopause. Created by Organic, campaign also introduces five new products designed to address symptoms associated with peri-menopause and menopause.

Frank, personal stories from women going through menopause address issues and symptoms such as changes in intimacy, hot flashes and general change in lifestyle and mindset.

The campaign includes a new website which houses these stories along with in-depth, informational Q&A and product demos. The effort carries over to social media where a new Facebook page encourages engagement, a YouTube channel shares the stories and a Twitter account enables conversation.

more »

by Steve Hall    Jul-19-12    
Topic: Campaigns

PSA Seeks to End HIV For Good


Vancouver agency FCV, in partnership with Vanvouver Coastal Health and Providence Health Care, is out with Change Hivstory (that's spelled correctly), an AIDS awareness campaign that aims to alleviate myths, encourage testing and influence people to pass the message along.

Of the campaign, FCV President and CEO John Starke said, "Fear-based tactics found in most HIV communications just perpetuate the stigma that prevents people from getting tested,. So to resonate with those who still feel HIV is someone else's disease, we set out to inspire and empower them to become a part of the solution, by participating in a movement that will change history."

A three minute video focuses on similar past successful efforts to change people's thinking and demonstrate how a collective effort can eradicate the world of tragedy and desease.

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by Steve Hall    Jul-19-12    
Topic: Cause

Nationwide Gets Serious With Julia Roberts


Nationwide is ditching its "world's greatest spokesperson in the world" funny man and will take on a more serious tone with a new spot, Anthem, featuring voice over by Julia Roberts. Kicking off on NBC during the Summer Olympics, the one minute commercial, created by McKinney, will have Roberts asking viewers to "join a different kind of insurance company."

Bolstering the television will be radio, print and online efforts fueling the increasingly crowded insurance marketplace currently dominated by Allstate, Progressive, Farmers and Geico.

Of the campaign's shift, Nationwide Chief Marketing and Strategy Officer Matthew Jauchius said, "When you have a competitor spending over a billion dollars on ads, which we do, you have to break through the clutter in a relevant way. We are going against the grain in the marketplace by taking a more sincere tone, an authentic tone...rather than just a yuk with a phone number, which seems to characterize our category today."

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by Steve Hall    Jul-19-12    
Topic: Campaigns, Celebrity

Nooner: Slim and Stacked Get Support, Life As Pregnant CEO


- Ladies, are you, as they say, slim and stacked? Well this new ad campaign and product line are for you.

- AKQA Founder Ajaz Ahmed rallies the troops post-WPP acquisition with a motivational internal email.

- Digital KPIs Research has found marketers are currently tracking between five and ten different digital KPIs, 24 per cent of respondents are already monitoring 10-15 and eight per cent are tracking of 16-20 while just 12 per cent keep an eye on less than five indicators. 72 per cent of respondents thought their current data load was about right but 20 per cent conceded that it was too many.

- Yawn. Man proposes to women using billboard.

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by Steve Hall    Jul-19-12    
Topic: Campaigns, Racy, Research

The One Club Launches OneScreen Film Festival


The One Club has launched its inaugural OneScreen Festival, a global competition designed "for the creative community by the creative community" to highlight the creative minds behind some of today's best short films and videos.

Produced by The One Club, OneScreen was developed for today's filmmakers who want to showcase their work to the organization's established global audience. Submissions are open July 16 through the deadline of September 7. Films and videos must be ten minutes or less in run time to be eligible. Competition categories include Narrative, Documentary, Music Video, Animation and Branded Content. All entries must be submitted online at www.onescreen.org in MP4 or MOV H.264 format. Entry fees are $25.00 per submission; Students $20.00 per submission.

by Steve Hall    Jul-18-12    
Topic: Industry Events

Foursquare Introduces Local Updates for Merchants


Today, Foursquare has announced a new feature that will allow local merchants to send updates to those who've check in frequently at the given establishment. Called Foursquare Local Updates, the service will automatically send messages, offers and/or photos when the person is within proximity. Messages can contain offers or they can simply be friendly welcome messages or urgings to stop in and check things out.

These messages will come in the form of updates to the stream next to check ins, tips and likes as opposed to arriving as a push notification.

by Steve Hall    Jul-18-12    
Topic: Mobile/Wireless

With ARCO, You'll 'Pump With Confidence'


Gasoline brand advertising has always struck us as pointless. After all, when your car needs gas, you just go to the nearest station and fill up. Sure there are some differences in each brand's formulation but is it really that different to in any way, shape or form make a significant dent in the performance or gas mileage for the average driver? We could be wrong but we've always thought not. Gas is gas. Buy it when you need it. Buy it where you needs it.

And when we receive a press release that screams, "Fresh off their recent Titanium Lion win in Cannes and exodus from Crispin Porter + Bogusky, Bill Wright and James Dawson-Hollis have already begun to inject their contagiously unconventional creativity into OgilvyWest as it embarks on a new creative era," we aren't expecting much. After all, it's a gas ad. How much creativity is truly required?

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by Steve Hall    Jul-18-12    
Topic: Commercials

Lexus GS Hybrid Offers Heart-Racing Experience


When one thinks of an economically friendly hybrid vehicle, one usually thinks zen thoughts; calm, soothing, green, calm, practical, relaxing, smart, respect, harmony.

Saatchi & Saatchi Milan, however, would like us to think differently about the Lexus GS Hybrid and to do so they paired people with a stunt driver, strapped a heart rate monitor on them and then had the driver thrash them around a race course. All to see if the passengers could keep their heart rates below 120. None could.

In fact, one woman looked like she was about to explode. Alas, no humans were harmed in this experiment but we think Lexus has succeeded in changing the mindset people have when it comes to a hybrid vehicle.

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by Steve Hall    Jul-18-12    
Topic: Promotions

Three Keys to Improving Facebook Reach and Engagement


So you've got a Facebook page for your brand. You diligently manage the page and post content to it. You're collecting Likes. You're getting comments. But you feel like something's missing. There should be more activity. More people commenting. More engagement overall. So what's the problem?

Allow us to introduce you to Facebook EdgeRank, EdgeRank is an algorithm that scores your Facebook posts and determines how far each post travels and how many people see it. Much like mastering Google's algorithm's for your search marketing efforts, Facebook EdgeRank must be mastered as well.

Wildfire is out with a free whitepaper that will educate you on the ins and outs of Facebook EdgeRank and teach you how to insure your posts are seen by as many of your fans and followers as possible.

For the whitepaper, Wildfire analyzed over 60,000 Facebook brand pages and 1 million posts and discovered:

- The 3 primary factors that determine your EdgeRank for any post
- The best-performing content types, and how to maximize their results
- The top 3 things you can do to increase fan engagement

Download the whitepaper now to find out how you can improve your Facebook efforts.

by Steve Hall    Jul-17-12    
Topic: Research, Social

Afternoon Delight: Sex Still Selling Axe, Consumer Spending Drops


- Just as Axe cools things off a bit with its American advertising, it's Argentinian advertising is heating up.

- Barbarian Group has announced the hire of its first Executive Director of Business Development, Christopher Wollen. In the newly created role, Chris will be focusing on the growth of existing TBG business including Samsung, GE, Bloomberg + Pepsi, reporting directly to TBG President Sophie Kelly.

- Dylan Stuart, a business, brand and design strategist with extensive experience consulting for Fortune 500 and emerging market clients, has joined Lippincott as a partner in its London office.

- In the UK, six artists, including Banksy collaborator Paul Insect, have postered their own work over existing outdoor campaigns to "challenge the destructive impacts of the advertising industry."

more »

by Steve Hall    Jul-17-12    
Topic: Research

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