Posts made in January, 2016

on Jan 25, 2016

By Doug Zanger The Art Directors Club (ADC), based in New York, has launched a series of ads promoting their 95th annual awards. The ads in the “Rare For a Reason” campaign highlight some strange and uncommon situations that actually happen more often than winning a prestigious ADC Cube. Created by BBDO New York, a premium is placed on interesting scenarios related to cousins marrying, sex toy injuries and selfie fatalities — all to underscore how difficult it is to win the award. “The videos juxtapose weird, macabre and surprising facts with the even less likely chances of winning an ADC Cube,” explains Marcel Yunes, Read full story › Source: The Drum...

on Jan 25, 2016

By Minda Smiley Boston-based Arnold Worldwide has named Ed Castillo as its first-ever global chief strategy officer. Previously, Castillo served as chief strategy officer at TBWAChiatDay New York where he led pitches for account wins including GoDaddy and Thomson Reuters. In his new role, he will report to Arnold’s global president Pam Hamlin and will partner with the agency’s chief creative officer Jim Elliott. Of his new position, Castillo commented: “I’m attracted to Arnold’s proud heritage of strategic rigor in the service of creativity. As the world changes, the meaningful integration of art and science in communications becomes ever more important. Arnold accomplishes this Read full story › Source: The Drum...

on Jan 25, 2016

By Jennifer Faull McDonalds is judging its digital efforts against sales made in a restaurant for the first time following the roll out of its app in the US last year. The restaurant chain’s boss Steve Easterbrook said since the app’s launch in the third-quarter of 2015 it has seen over seven million downloads, “higher than the industry norm”, as well as promising frequency of use rates. Downloads are encouraged with one-off offers as well as in-app services such as store locator, menus and nutritional information. After “building trust” through this basic content, McDonald’s asks the customer for more details and using that is able Read full story › Source: The Drum...

on Jan 25, 2016

By Minda Smiley Pokémon has unveiled an extended version of its first-ever Super Bowl ad, which is slated to run at the beginning of the third quarter on game day. The spot (above) was shot in Rio de Janeiro and encourages Pokémon fans to ‘train on’ in all aspects of their lives, whether it’s football or chess. The ad also includes hidden Pokémon references. Since Pokémon is celebrating its 20th anniversary this year, its 30-second Super Bowl 50 ad is part of a yearlong campaign for the brand. J.C. Smith, senior director of Consumer Marketing at The Pokémon Company International, said: “For 20 years, the Pokémon Read full story › Source: The Drum...

on Jan 25, 2016

By Ronan Shields AppNexus is continuing to push header bidding as a means of enabling publishers to better monetise their inventory, with the unveiling of PriceCheck, as the independent ad tech outfit is widely expected to make an initial public offering (IPO) later this year. PriceCheck lets publishers maximise the return on their inventory using an auction system called header bidding that allows them to see how much multiple advertisers are prepared to pay for their ad space before finally committing to one method or another (such as allocating it to a direct deal, or sell it via a private marketplace). Again, AppNexus is positioning Read full story › Source: The Drum...