Posts made in March, 2015

on Mar 24, 2015

By Minda Smiley Fast-food chain Taco Bell has rolled out a breakfast campaign called ‘Breakfast Defectors’ to introduce new menu items including the Biscuit Taco and Mountain Dew Kickstart. The ads, created by Deutsch LA, shine a harsh light on rival McDonald’s more traditional breakfast sandwiches. Last year, Taco Bell made its debut into the breakfast market with a campaign that featured real-life Ronald McDonalds enjoying Taco Bell. In the style of a government propaganda film, a three-minute spot entitled ‘Routine Republic’ features a young man and woman as they escape their gloomy town in search of a better breakfast – which they find at Read full story › Source: The Drum...

on Mar 24, 2015

By Gurjit Degun Ad agencies spend too much time creating the “perfect painting”, promising what they think their clients want but then under delivering, according to Saatchi & Saatchi’s Robert Senior. Read full story › Source: Campaign...

on Mar 24, 2015

By Nesh Pillay Capital One’s chief brand officer, Mark Mentry, believes that the popularity of the Superbowl in advertising overshadows the potential in advertising during other sporting events, specifically during college sports. While speaking at the 4As Transformation conference in Austin, Mentry shared some of the financial brand’s success in advertising around this year’s March Madness college basketball season. Capital One launched ‘Road to the Final four,’ a multi-platform campaign, featuring Samuel L. Jackson and Charles Barkley as they travel the country, trying to attend the major basketball games. He said that fans’ emotional connections to the game coupled with fandom of featured celebrities was the Read full story › Source: The Drum...

on Mar 24, 2015

By Mindi Chahal In a session at Ad Week Europe today (24 March), Sky Media launched three new additions to its AdSmart product, which allows brands to buy TV advertising based on viewer data, but its customer MoreThan says using the technology creates challenges internally. In response to a question from panel host, Thinkbox CEO Lindsay Clay, on whether the brand has experienced any negativity in using AdSmart, Fisher said that sharing strategy about buying TV using data is a “difficult conversation” to have with the board. She said: “When you are trying to talk about marketing [at board level], which is a challenge in Read full story › Source: Marketing Week...

on Mar 24, 2015

By Alison Millington The company kicked off the campaign, which McDonald’s claims is a first in terms of the size of activation and amount of real-time content produced, today (24 March) in Sydney with a ball pit shaped like a cup of coffee, with free cups of java given to participants. Other global events taking place throughout the day include a pyjama party with a giveaway of 24 days of free breakfast in Italy, and a surprise concert from Jessie J atop a double decker bus driving around London, live streamed onto YouTube. The campaign is part of an effort for McDonald’s to change its Read full story › Source: Marketing Week...