Newsflash! Marketers Want Knowledgeable Agencies!

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Sapient, who, it seems, hasn't been in the news since the digital boom of 1999, is out with a sponsored study of chief marketing officers which resulted in the creation of a "top ten list for agencies of the future." At the risk of boring you with the details of a study that offers no new insight, here's the list:

1. Greater knowledge of the digital space. (Seriously? That's a stunner!)

2. More use of "pull interactions." (Oh yes they did. They created a new buzzword for social media)

3. Leverage virtual communities. (Apparently, none of the surveyed CMO lived through the Second Life debacle)

4. Agency executives using the technology they are recommending. (It would certainly be nice but, in most cases, it's never gonna happen. By definition, most senior management is disconnected from reality.)

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by Steve Hall    Sep- 2-08    
Topic: Agencies, Brands, Research



Don't Look Now, But I Think that Cow is Judging You.

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Some people have been known to buy the cheese endorsed by happy cows. Considering cheese is, like, the fruit of their loins, I guess that makes sense. But can cows also be trusted to select your next car?

Fiat thinks so. In the Dutch spot above, a cow moos off a VW Golf and a Ford Focus, but desperately bellows "Bravooo!" (listen closely!) when one happens to idle by. Tagline: "Uitgesproken," which means something like "distinct" or "pronounced."

Adverblog says the spot hasn't yet hit TVs; it's currently only circulating the 'net. I think it's goofy, and not in a good way. But once it hits TVs, maybe it'll prove a success by merit of its lean-in factor. (You know, when listeners lean in and go, "Wait, what?")

by Angela Natividad    Sep- 1-08    
Topic: Brands, Commercials, Online, Strange



DoubleMint: The Official Gum of Candy Ravers!

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Just when you thought the jingle was dead, Wrigley's broadcasts this catchy rewrite of Chris Brown's Forever for DoubleMint. Doesn't it make you wanna dust off the pink wig and bust out with some liquid?

But that's window trimmings; DoubleMint's also improved its value add. In addition to chew factor, it apparently also:

- doubles as a hacky sack!
- leaves a comet trail!
- comes in slimmer, sexier packaging!

And here we were thinking the brand was a one-trick pony.

by Angela Natividad    Sep- 1-08    
Topic: Brands, Celebrity, Commercials, Television



For Choice of Running-Mate, McCain Pitches Ovulating Curveball

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For those of us that seriously thought John McCain would go the predictable route for Veep, the Maverick whips out a trump card: Sarah Palin! Gotta say, McCain/Palin '08 isn't the ickiest choice of bumper sticker.

The Alaskan governor -- age 44, anti-abortion and alarmingly photogenic -- is expected to split women voters that would've otherwise put their weight behind Hillary (and failing that, her choice of POTUS). According to The Weekly Standard, honey's got an approval rating in the 90s and is allegedly "the most popular public official in any state."

Sounds like a dish the media won't be able to resist, even at the expense of the latest Obama mashup.

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by Angela Natividad    Sep- 1-08    
Topic: Brands, Campaigns, Political



Fetch the Suspenders! It's Obama Buttons on Parade

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The tireless MoveOn.org is giving free Obama buttons away to anybody willing to part with their email, mobile number and address data. (What a tradeoff!) Packages include:

o One free Obama button.

o Three Obama buttons for a $2 donation. Just think how spiffy your tatty old backpack will look this September.

o 45 BUTTONS for a $20 donation, which, stylewise, would put you in direct in competition with this here little lady.

A moving ticker on MoveOn's site reports over 1,776,804 buttons have been ordered so far. I smell a trend afoot. Don't get left behind!

by Angela Natividad    Sep- 1-08    
Topic: Brands, Campaigns, Cause, Guerilla, Online, Political, Promotions



Ad Idea? Shimmy into HEYA and Pitch Toyota

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Toyota wants to be your friend. It wants to lavish you with gifts, invite you into its inner circle, suckle from your ideas. From now until September 10, members of its social network HEYA can pitch the company their :30 ad ideas.

And no, the HEYA thing has nothing to do with Andre3000's frequently mashed-up hit. "Heya" is Japanese for "room," and Toyota thought it would be a good name for an intimate, join-the-round-table! kinda social network.

Sign up here. (Damn, that's a lot of questions. Toyota's not fuckin' around!) Once IN!, you're free to submit write-ups or storyboards for a :30 ad concept. The top five will be chosen, and members vote for the best one.

Finalists are announced September 16; the winner is named September 22. In addition to airtime, the grand prize includes a Flickr Pro account membership. (Diggin' how it knows what people want.) Runners-up get a 1GB iPod shuffle.

by Angela Natividad    Aug-28-08    
Topic: Brands, Online



Timberlake Uses William Rast to Explore Throbbing Redneck Fantasy

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Walking in the footsteps of Jay-Z and Nelly, Justin Timberlake is backing a line of expensive but delightfully ass-perking denim wear: William Rast, launched in partnership with Trace Ayala. (The brand is a combination of their grandfathers' first names.)

I haven't seen any TV ads, but the site's hosting trailers about the life of fictional character William Rast, played by Justin Timberlake. Mostly he's seizing the opportunity to forget shaving, play with make-up and explore self-fellating videocam angles. Oddly (or not so much), they made me think of Tila Tequila's video blog.

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by Angela Natividad    Aug-28-08    
Topic: Brands, Campaigns, Celebrity, Online



Hot Blogger Calendar, 90210 Strip-Searched, Buffy Increases Church Abandonment

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- Because what the world needs now is a hot blogger calendar.

- The CW's decided to let advertisers see snippets of 90210's content after all. I guess this means the PTC will be throwing itself a self-congratulatory cocktail party.

- OMG, OMG, a Facebook movie? ...by the co-creator of West Wing? Does that mean there's a parity of significance between Mark Zuckerberg and the ruler of the free world?

- MySpace was the top display ad publisher in June; Microsoft the top display advertiser. Most of its ads were for Live Search.

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Marc Jacobs to Make Suburban Dads Squirm

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For some, imagery of schoolgirls (or any female for that matter) in pleated, plaid miniskirts presents an irresistible urge to let fantasy fun rampant and to, well, just be really, really bad. While that imagery may not be what Marc Jacobs, who signed Russian duo t.A.T.u. (Lena Katina and Yulia Volkova) to front his fall fashion campaign, intends to foist on the public, one does wonder just how he will present the fun-loving couple in upcoming campaigns.

The pair have been out of the limelight for a while but that won't really matter. Marc Jacobs will doll them up (or down) and present them in a deliciously delectable manner easily obsessed over by all. Lesbians. Rocks stars. What's not to love?

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by Steve Hall    Aug-28-08    
Topic: Brands, Campaigns, Celebrity, Trends and Culture



Because Nothing Washes Blood Away Like Freshly-Laundered Banknotes

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This is "Ca$h," a fun little ad for a gratuitously violent game called Mercenaries 2: World in Flames. I love how it illustrates the acquisition of profit by unethical means: the seedy backdrops, filthy oceans, and characters' faces all bear the delightfully crisp stamp of currency.

And the song! It's convivial and music-hallish, the kind of thing you learn the words to, then leap around and mouth while blowing holes through the furniture with your bad-ass mercenary fingertips. What a feast it'll be for the PTC when these role models invade their living rooms.

Put together in HD by Shilo for DraftFCB/San Francisco. Electronic Arts debuted the spot on August 18 Stateside; it'll start running September 5 in the United Kingdom. I can hardly wait to see what it looks like on TV.

by Angela Natividad    Aug-27-08    
Topic: Brands, Campaigns, Commercials, Television










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