Trader Joe's Examined, Lorem Ipsum Recruited, GoDaddy Gets Agency

build_brand_like_trader_joes.jpg

- Former ad exec Mark Gardiner, who had been in the business for 20 years, quit last year an took a $12/hour job at Trader Joe's to see how the brand became a success without an ad agency or PR firm. The result is a book, Build a Brand Like Trader Joe's.

- Here's a case study video on Jung von Matt's Lipsum.com campaign in which they buried a recruitment ad within Lorem ipsum text generated from the site.

- Here's how Fitzgerald + Co got that vintage 1972 MINI up to its 11th floor offices as part of their failed bid for the MINI business. Incumbent BSSP retained.

- GoDaddy, which for years has created its own advertising has, wait for it, hired an ad agency. Yes, a Deutsch New York campaign called Inside/Out will break this summer during the Summer Olympics on NBC.

- If you're into the NBA, you might like this. If you like basketball footage with block type messaging, you might like this. For all others, feel free to skip.

by Steve Hall    Jun-13-12    
Topic: Agencies, Brands, Publishing



New Book Explains How Storytelling Can Save Advertising

winning_story_wars.jpg

Here is a wonderful promotional video for a new book, Winning the Story Wars. The book uses the bomb as a metaphor for a gap that was created between myth and reality. Myth being the stories told that gave meaning to life and that were based on religion and culture. The book discusses how marketers eradicated that gap becoming the new myth makers and how most have failed at the art of story telling.

The book's author, Free Range Studios Founder Jonah Sachs, argues marketers have abused their story telling power by pushing fear, insecurity and greed. But at the same time, Sachs explains how marketers can return to the glory days of story telling and how digital media can help spread empowering stories that instill motivation and aspiration and a positive mindset.

more »

by Steve Hall    May-22-12    
Topic: Publishing, Video



New York Times' Carr, Stelter Discuss Changes in Publishing

iwny_2012_carr_stelter.JPG

This Internet Week coverage is brought to you by ShareThis. The best content is hand picked.

Day two of Internet Week kicked off with a panel conversation led by Internet Week Founder David-Michel Davies who interviewed New York Times writers David Carr and Brian Stelter. The three discussed the changes in publishing that have occurred over the past decade.

The conversation was an interesting, yet friendly, dichotomy of old versus new. Carr has been a journalist for many year. Stelter has been for five years of so. Carr is old school. Stelter is new school. But each have learned from one another and the two say they are each better for it.

more »

by Steve Hall    May-15-12    
Topic: Industry Events, Publishing



How Brands Can Use Content to Further Marketing Goals

brands_publishers_content.jpg

How can publishers make money off brands wanting to engage with their readers without annoying their readers? How can brands use content to further their marketing goals? In this Future of Publishing episode, Murray Newlands of Influence People and Oliver Roup of VigLink explore just that and how these relationships should be monetized by the publisher. With them are guests Daniel Ha of Disqus, Dan Gill of Huddler, and Jordan Kretchmer of Live Fyre.

more »

by Steve Hall    May- 8-12    
Topic: Publishing



Michael Wolf Leaves Adweek

adweek_black.png

For any that didn't see this coming the day Michael Wolff was named Editorial Director of AdWeek has their head buried in the sand. It was oil and water from the start. Wolf's flamboyant desire to infuse the trade magazine with glitz, glamor and Conde Nast cafeteria closings did not mix well with the more down to earth B2B origins of the publication.

Hey, we're all for sexing things up from time to time but any good publication covering the advertising space has to, well, cover advertising. And it certainly seems like AdWeek blog AdFreak was doing that for AdWeek all along so long live AdFreak and here's hoping the new guy, former sister publication MediaWeek veteran and current AdWeek Executive Editor Jim Cooper, who is taking over the reins, can shore things up over at AdWeek.

by Steve Hall    Oct-17-11    
Topic: Publishing



Story Telling the New Way to Market

DSC_0126.JPG

At Digitas' The NewFront, Federated Media's John Battelle led a panel that addressed the importance of story telling, content that engages and strikes a cord and the importance of community.

GE's Beth Comstock discussed the brand's Ecomagination campaign which invited people into the brand and asked them to be creative with the brand.

Battelle highlighted the fact brands are not good at listening. They still think they can pull out the bullhorn and just tell consumers what to do.

Addressing the concern over brand's creating content and the potentially biased nature of that content, SAP's Susan Popper said brands simply need to disclose the origin of the content. Consumers will be able to discern for themselves how biased or non-biased the content is.

AMEX's Susan Sobbott said Publishing is difficult and expensive bit if you are not doing it as your primary source of revenue it can, in fact, be of benefit to a marketer.

Here's Battelle's on take on the panel...and his six hours sitting on the tarmac at JFK.

by Steve Hall    Jun-10-11    
Topic: Industry Events, Publishing, Social



'Unstaged' Delivers Ultimate Digital Concert Experience

DSC_0285.JPG

Digitas' The NEWFRONT 2011, showcased 'Unstaged' where brand meets content on the digital frontier to bring in-concert and at-home viewing experiences to it's greatest heights yet. Proving that the music experience is alive and well; transforming to deliver music everywhere the fans are and in ways that they want to hear it.

"Unstaged", is a series featuring breakthrough artists playing at landmark venues across the country, while tapping influential filmmakers to direct the live-streams and infusing digital & social media to connect the online audience to the live shows in unexpected ways. The series kick-off featured the musical genius of John Legend & the Roots teamed with the always surprising Spike Lee.

Read the rest on Yahoo! Scene

by Steve Hall    Jun-10-11    
Topic: Celebrity, Industry Events, Online, Publishing



Get Your Geek on With Yahoo! Scene

yahoo_scene_homepage.jpg

If you're interested in following what's going on during Internet Week this week, you'll want to be sure to visit Yahoo! Scene. Adrants has teamed with Yahoo! and its agency, Cake Group, for coverage of the conference and yours truly is editing the whole thing. We aim to make it the most complete coverage of the event we possible can.

Today's coverage includes a keynote from New York Senator Charles Schumer who believes New York can and will be the nation's tech center. he even went so far as to say the city will knock Silicon Valley from its pedestal. We'll have plenty of time to see if that comes true as Schumer has earmarked a distant 2035 for that leadership position to cement itself.

more »

by Steve Hall    Jun- 6-11    
Topic: Announcements, Industry Events, Publishing



Nipples Cracked, Breasts Held, AdWeek Slapped

royal_wedding_tmobile_spoof.jpg

- No doubt by now you've seen the royal wedding spoof T-Mobile did, right?

- And in other royal wedding news, there's this monstrosity from Papa John's pizza.

- Ladies? Ever suffer from cracked nipples? Now there's a cure.

- And while we're talking about breasts, here's some hand bra action for you in the form of a political ad.

- MediaPost covers the AdWeek relaunch. Well, that's only partially true. What they really did was take the opportunity to tell us how MediaPost is, like, way better.

- Even more hoopla on the Minority Report front.

- Evian brings back the dancing babies. Sort of. It's a sad follow up to the brilliant original.

by Steve Hall    Apr-18-11    
Topic: Outdoor, Publishing, Strange, Video



'How to Make a Blog' Book Offers Chance to Crap All Over Adrants

header-blog-book-6b.jpg

We don't normally pimp books here on Adrants. Oh we have occasionally in the past but, seriously, business books, for the most part, are dull, dry and boring. And way less interesting than a story about a busty, bikini-clad celebu-hottie offering up her bulging breasts to sell a product, right?

But we're going to break that norm for a minute here and feature a book called How to Make A Blog? Why, you ask as you yawn, lean back and almost fall out of your chair while dozing off to sleep from boredom? Because we're in the blog book! That's why.

more »

by Steve Hall    Mar- 5-11    
Topic: Publishing










Featured FREE Resource: