In 1949, David Ogilvy opened up his own advertising agency on Madison Avenue with just two employees, one of which was himself. From its modest beginnings, Ogilvy became a global media and communications empire with over 9,000 employees around the world. This week, Marketing Society members had the opportunity to visit Ogilvy's Offices on the West Side to learn more about how Ogilvy is staying true to its roots while becoming one of the most innovative agencies in the world.
To start our office visit, we got to see Ogilvy's digital innovation lab run by Daniel Jeydel, a Stern and Mktsoc Alumni! The digital innovation lab holds many of the technological advances the company has been working with including glasses free 3DTV's, advertisements that turn into mirrors, and even NFC Posters. It almost felt like we were transported into the future.
After our visit with Daniel, we met with Sophia, one of the recruiters at Ogilvy, to learn more about how to land a job in the advertising industry. Although there is no magic formula, Sophia suggested staying up to date with industry news, creating a portfolio, and discovering who made which advertisements (ex: Ogilvy Brazil made Dove's new mugshot campaign). Overall, it was an exciting and informative afternoon for all of us.
This past spring break, I along with the rest of the junior class got to jet off to Singapore, Santiago and Barcelona for ISP. For those that don't know ISP stands for international studies program and it is an opportunity for juniors at Stern to learn about global business first hand. While on these amazing trips all over the world, many juniors captured photos of unique and different ads that we saw. Posted below is a small taste of what we saw. Enjoy!
Note: these slides were not originally tinted cyan, that's just my camera
Matt Rakow, an Account Executive from McCann Erickson, came in to speak to us today about working in advertising, which I definitely think is the coolest and most creative side of marketing. Also: agencies are casual attire ftw! In the midst of OCR, that's simply amazing. Matt started it off by showing us a creative brief for Joe's Crab Shack, which starts with uncovering what the agency calls the "naked truth", and building a plan to improve the company's brand. Our good friend(&my curent coworker!) Lindsay was a star in a Joe's Crab Shack video, and actually contributed to the campaign as an intern. Overall, it created a highly impactful transformation for the brand, and looked like a lot of fun.
Matt also presented another account he worked on extensively: Kohl's. He showed us some of the work behind Kohl's Holiday Brief, which seemed to involve a lot of managing the client's expectations and following its rules. We watched a rough cut and a final cut for their holiday ad, which didn't have any MktSoc members in them but were still cool. Then, Matt answered our questions about McCann and the advertising industry as a whole. While he was definitely very positive about the work in general, he was also amazingly honest about some of the downsides.
And below: some of the cool MktSoc-ers who attended! Woooooo!
On Wednesday this week, we had a pretty awesome speaker come in: the man who single-handedly created the Digital Media Department at Nickelodeon. This is because you only need one hand to create a Twitter account, says Jack Daley, VP of Consumer Marketing at Nickelodeon. Daley was an instrumental part in Nickelodeon's movement into social media. He talked about three aspects of media. Owned Media, (the TV channel and website with the on-air promos and .com groups), Paid Media, (off-channel advertising), and Earned Media (press and social media). Daley worked mainly in the last two categories. I'm going to go on a tangent real quick and talk about 90's Nickelodeon and how awesome it was. IT WAS AWESOME. And the reason those shows are back on Nick is all thanks to Daley himself. He saw that people were asking for shows like All That and Doug to come back on air, and he made it happen. So make sure you tweet at him @jackeveryday to say thanks. (Also, let me point out how clever his handle is for those who missed it. Daley=daily=every day. Get it?)
Now back to our regularly scheduled program.
Daley emphasized that Nickelodeon isn't just for 8 year olds. One third of the viewing audience for Spongebob is over 18! On the topic of Spongebob, did you know that Spongebob has more Facebook likes than both presidential candidates combined? Even Patrick has more likes than Mitt Romney. Daley mentioned that his department sees what is coming in the realm of social media and tries to leverage it. They mostly use platforms like Facebook, Twitter, and Tumblr. It was on these platforms that Avatar: The Last Airbender fans "foamed at the mouth" and demanded more. Thus, The Legend of Korra and KorraNation were born. Daley described social media as a "marketing database." It is easy to understand what fans are looking for or to see what they like and don't like by seeing what the like on Facebook or by seeing how many mentions a show has on Twitter. It's a useful, effective, and inexpensive source of data.
Nickelodeon is looking for a lot of user engagement which is why this year for the Kids Choice Awards, there introduced many more ways to vote. This new system resulted in 223 million votes for the nominees. That's insane! But that just shows how important it is for companies to be engaging customers in the social media realm.
Thanks to everyone who came out to this event and thanks to STEBA for co-sponsoring. Check your emails for events that are coming up next week!
PS Teenage Mutant Ninja Turtles is making a comeback! Watch out for the Foot!
MPA Conference Shows Tablets Dominating, Publishers Adapting: Social integration said vital to tablet magazine experience
“Digital is more than just a replacement for print.” Eleven percent of the total U.S. population used iPads and various other tablet devices last year. By 2014, that percentage is estimated to rise to 27.7 percent—more than one quarter of the total population, or about 89.5 million people.
Tablets are changing the game: fellow panelist David Carey, president of Hearst Magazines, said he strove for Hearst’s tablet editions to be equally supported by revenue from consumer and advertisers, versus ad-driven ink-on-paper magazines. “That’s what these devices have done, is finally allow us to monetize our content digitally,” he said.
At MPA Digital: Swipe Conference, it was evident that publishers spending more money in digital, and that social media is essential in maintaining your customer base. Another focus was that there should be an increased focus on personalization, bundling media as a way to introduce new brands, and avoiding “irritating ads.” I certainly agree!
When MktSoc can afford to get 8 boxes of (delicious but) pricey Patsy's pizza, you know the event is going to be something special, and today was no exception!
Melanie Hamilton (Sales Lead of New Advertising Products at Google+) came in to talk to us about what she does and how Google+ hopes to fully integrate Social and the Search, leading to a better experience for the user.
In Melanie's presentation she discussed four issues that marketers are struggling with in the digital realm and how Google+ can help address these issues.
First, Melanie brought up how Circles can help brands connect better with their fans. She showed us an example of how Intel had users +1 pictures of circles labeled "IT Experts," "Trends," etc. The users were then manually added to the corresponding circle by Intel, who could now share appropriate content with the right people! I thought it was a clever way for a brand to use Circles to their full potential.
Another complaint that people often have is that comments are not as meaningful as conversations. This is where Hangouts, Google+'s group-video-conferencing feature, comes in. She showed us this cool video of Will.i.am using Hangout to interact with fans:
After this, she talked about how recommendations made on social media lack staying power. To address this issue, Google introduced the +1 button, which you might have seen popping up around the internet within the last year or so, next to the "share on facebook" or "tweet" buttons. An interesting fact: +1 annotations (both friends' and general) in search results have been show to increase click-through rate 5-10%! That's huge!!!
Finally, Melanie addressed how marketing is fragmented. This is why Google is trying to integrate social elements into all of its efforts. Only when it was pointed out to me did I realize that this allows brands to build relationships with the world's larges audience--Google Search users (read: everyone with an internet connection).
Melanie then opened up the floor to questions, and did a wonderful job answering everyone's questions. In response to one student's question, she demoed Ripples, a Google+ analytics tool that shows how quickly and by whom content gets shared--it was pretty darn cool. Overall, it was a fantastic event, and I look forward to the future of brands on Google+!
For pictures from the event, click here.
BBDO Toronto had a big hit last year with its Skittles Touch campaign (taking home Gold Lions in Film and Cyber at the Cannes ad festival, for one thing). The interactive videos prompt you to place your finger on your computer screen where a Skittle appears—and then your finger becomes, disturbingly, part of the action. (In the most memorable execution last year, a half-man/half-cat stared you down while eagerly licking your finger.)
Now, agency and client are back with five new Touch videos—ratcheting up the weirdness even further. The characters this time around include a cyclops doctor, a werewolf baby, a zombie, a princess and Sasquatch. The campaign is less whimsically weird than its American counterpart and more aggressively gross than anything. After each clip, you'll feel somewhat violated as you trot off to the vending machine.
Click the link below to watch all the videos and experience it for yourself.
VitaminWater has created their latest commercial chock-full of internet memes. This wouldn’t be the first time – remember their commercial with Jennifer Aniston, dancing babies, and double rainbows?
“Ah yes, the splendors of the Internet,” VitaminWater writes in the YouTube video’s description. “Truimphant babies, photobombs, seductive men who strictly play smooth jazz, and of course the cats made of toaster pastry. These days, it’s not unusual to encounter something this unusual. So take a sip of your VitaminWater, grab the proverbial antelope by the horns and check out this commercial. Yeehaw!,” the description said.
Check the commercial out below.
Procter & Gamble is one the biggest advertisers whose continuous optimization approach for digital is fundamentally changing how it creates ads and applies what it learns to other parts of the marketing mix. Pantene is one of its brands that has been working with Smart Media, a system developed with Resource Interactive, to analyze click-through rates and flash surveys on purchase intent for different combinations of their ads and placements. According to Kevin Croaciata, Marketing Director of Pantene, performance has improved for those target metrics from 28% to 90% when using the continuous data gathered to constantly tweak ads compared to when creative pretesting is used alone.
Some interesting things they’ve noticed: white backgrounds don’t do well on Yahoo!, orange works on Facebook, and blonde models get a better response than brunettes on some sites.
Though it has changed the creative process by requiring more options upfront before launching the ads, it is not a drastic shift as it’s simple to develop tens of permutations to test with just a couple variations of key elements.
“If we…find one [element] is working particularly well in the digital space, it’s learning we can apply back to print ads, in-store elements and other places,” said Crociata. It’s clear that companies will soon be able to not only see but measure the lasting effects of changing just a few, seemingly inconsequential details.
Twitter announced February 29th that mobile ads will start rolling out for its iPhone and Android apps starting this week. Promoted tweets will now appear in mobile users’ feeds (just like a regular tweets) and promoted accounts will appear in the app’s “who to follow” section. This is in addition to the promoted trends and promoted tweets that have appeared when searching in the app since fall of last year, as well as promoted tweets already appearing for users of the HTML5-enabled mobile site (m.twitter.com). This move is key to reaching the full potential of audience for Twitter ads, since 55% of monthly active users access Twitter through mobile phones.
Because inventory for all ads—desktop and mobile—is the same and because advertisers can’t target mobile users specifically, there is no additional cost to serving ads to iPhone and Android users. They will initially appear only on Twitter’s official app, so they won’t affect third-party apps like Echofon and UberSocial—at least until more debate and possible negotiations with these providers pan out.