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Yesterday, the marketing world was up in arms over Nutella sending a cease and desist to the brand's biggest fan, Sara Rosso. Seven years ago, Rosso created World Nutella Day which now has 40,000 followers on Facebook. Nutella claimed the page was an unauthorized use of their intellectual property and trademarks.
Oh how quickly the tide turns for brands when they realize lawyers are clueless and consumers run the show. Following the kerfuffle, Nutella has dropped its cease and desist order and issued an apologetic statement to Italian news site Corriere della Sera which the Huffington Post translated:
You would think that after all these years of highly publicized social media screw ups and popular SXSW panels that highlight such screw ups, brands would finally get the message; Don't be a jackass and alienate your biggest fans.
Sadly, it seems there will always be an idiot in the mix. This time it's Italy-based Ferrero SpA, parent company to Nutella, a hazelnut spread loved by many The brand sent a cease and desist to Sara Rosso, founder of World Nutella Day, a 7-year-old event and organization that is all about the love of Nutella.
Rosso launched World Nutella Day in 2007 to "celebrate Italy's edible treasure with online and offline tributes." The event's Facebook page has 40,000 likes.
Last Friday, the brilliantly insightful Corey Eridon of HubSpot castigated P&G for calling their "Facebook experiment" a failure and for the brand's complete misunderstanding of digital strategy.
In response to the assumption it's somehow Facebook's fault P&G fell on its face and had to lay off 6,250 employees, Eridon wrote, "Yes, it's Facebook's fault. It's not P&G's fault for failing to stay on top of digital trends like learning what EdgeRank is and how it works. It's not P&G's fault for relying on third-party assets to build their brand, instead of investing in assets they can control, like their own website and blog. It's not P&G's fault for failing to create remarkable content that -- and if you know how EdgeRank works you'd know this -- gets you more visibility on Facebook due to reader engagement. It's not P&G's fault for failing to realize no audience is guaranteed, paid or otherwise, and that audiences are actually earned on a daily basis. And it's certainly not P&G's fault for expecting a "new" platform like Facebook to work by slapping on the same old-school ad tactics they've been using (and, based on their rampant layoffs, not using well) for decades."
Whoo! It's like you can visualize Eridon in a cage match schooling an army of P&G mascots on how shit gets done in today's world of digital marketing.
Get a load of this insanity. Mondelez, that packaged goods company all the social media whiz kids love so much because it's behind Oreo, has now decided it will take 120 days to pay agencies and other suppliers. And get a load of this buzzword-laden bullshit a Modelez stament gives as reason for the move:
"We're continually looking to drive efficiency and improve our processes on a global basis. Extending our payment terms allows us to better align with industry and make sure we compete on fair grounds, while simultaneously improving transparency and predictability of payment processes."
On a tiny island island outside Finland called Aland where, reportedly, nothing interesting ever happens, a gaming company, Paf, placed a help wanted ad looking for a seer. Now, we hope they aren't hiring this this future teller to game the system. Rather, we hope, like any well-run business, they'd just like the ability to predict how their business will be doing in, say the next year, five for ten.
Apparently, there are a lot of clairvoyants in Aland as the company tells us they have received hundreds of applications.
Oh have we got something fun for you! It's a little bit Mad Men and a little bit Google Glass. What would happen if iconic ad campaigns like VW's Think Small, Clairol's Does She or Doesn't She, Keep America Beautiful's Crying Indian, Wendy's Where's the Beef and Brooke Shield's sexually-suggestive Calvin Klein campaigns were to play out today?
Working with HubSpot's Shannon Johnson, I co-authored a report entitled Traditional Turned Inbound: Re-imagining 5 Iconic Ad Campaigns From the Past. But first, let's be honest. While I came up with the five campaigns, reached out to the industry for comment and took a stab and re-imagining the campaigns, it was the brilliant Shannon Johnson who brought this report to life with uber-intelligent insight on how these iconic campaigns from yesteryear would play out in today's very different media landscape.
Following a litany of complaints, PepsiCo has pulled a :60 Mountain Dew commercial that social commentator Dr. Boyce Watkins dubbed, "arguably the most racist commercial in history."
The ad, indeed, carries racist overtones with a white women -- who appears to have been assaulted -- attempting to identify her assailant from a lineup of black men...and a talking goat who urges her not to spill the beans with various threats.
The outpouring of support for Jason Collins, the NBA player, who recently earned the title of the first openly gay male athlete on a major American sports team, has been impressive.
JetBlue has raised its flag of support for Collins in the form of a Mullen-created social media ad which transformed the brand's i-people logo into a multi-colored show of support. The ad carries the headline, Thanks Jason, TOday We're All on the Same Team."
The ad was posted to the brand's Twitter and Facebook pages and, predictably, the comments have been mixed.
If you're a marketer looking to evaluate an ad agency, this report from HubSpot, A Marketer's Guide to Evaluating an Ad Agency, is just what you need. Complete with a two page printable agency evaluation form and 8 criteria by which you should evaluate an agency's effectiveness, this guide will save you time and make you a hero in the eyes of your CEO.
Download the guide and evaluation form now to insure you select the right agency for your brand.
On Monday, Dove released a video entitled Dove Real Beauty Sketches. In the video, several women sit behind a curtain and describe themselves to former San Jose police forensic artist Gil Zamora who creates a sketch of them. They are then introduced to other people who in turn, describe the person to Zamora. Zamora then sketches a version based on that description.
The women are then shown the two versions of the sketches. The exercise was designed to combat Dove's claim that only 4% of women around the world consider themselves beautiful along with the fact they are their own harshest critics.
The findings are quite interesting. Give it a watch