The Guardian, in an effort to cut printing costs, has rolled out a new tabloid design across its print and digital publications that includes a revamped masthead. The publication has been encouraging its 150 million monthly unique digital readers to pay voluntarily for content, and 800,000 of those are now paid monthly subscribers.
Facebook's algorithm update to prioritize user content above that of brands and media outlets in its News Feed is the "final nail in the existing coffin" of organic reach for advertisers, says AnalogFolk's Doug Baker. Agency execs say the move will lead to more paid ads, with advertisers having to deliver higher-quality creative.
Crispin Porter + Bogusky has tapped Olympic speed-skating champion Apolo Ohno to help launch Hershey's new Gold candy bar. The push will run during the Winter Olympics across TV and social, and the brand will tweet fans a coupon link for a Gold bar for each gold medal won by Team USA.
Droga5's new push for Blue Apron, "What Cooking Can Do," features unique spots for each working day of the week that show how the brand's meal kits give people more freedom in daily life. The creative was inspired by the "thousands of stories from customers who have shared with us the emotional and transformative experience they have had with our meals," said marketing chief Jared Cluff.
Estee Lauder has partnered with Expedia on a campaign that encourages customers of its Spring Gift-With-Purchase Program to post Instagram selfies wearing their best dream vacation makeup creations for a chance to win a free trip. Consumers can enter with the hashtag #Esteexexpediacontest or one that specifically mentions a dream destination, such as #flymetobali.
Arnold Worldwide's latest spot for Santander Bank tells the tale of a lost pet piggybank that encounters near misses from cars and teenagers who try to raid its money. A Santander employee emerges from one of the brand's locations to rescue it and return it to its rightful owner -- a little girl -- with a voiceover explaining, "At Santander Bank, we want you to prosper. That's why we treat you and your money just like you would -- with respect."
McDonald's consolidated its business in the Gulf Cooperation Council region, selecting Publicis Groupe, with Leo Burnett to head up creative. The holding group pitched its "Power of One" strategy, and talent from Sapient.Razorfish, MSL, Starcom, Arc and Prodigious will also work on the account.
Advertising's C-suite professionals have increasingly focused their attention on quantifiable data, "working to subtract doubt, rather than add intuition," which has resulted in ad agencies looking much like consultancies, Mark Wnek writes. It's time for ad agencies to take back the creative reins, he explains: "I suspect the future of Mad Ave is now in the hands of the creatively excellent and intuitive ... denizens of brilliant smaller shops who have held fast to their creative core."
CES 2018 was an opportunity for agencies to get a glimpse of the future and plan accordingly as new technology begins to further shape the consumer experience, writes PHD Worldwide's Mike Cooper. The convergence of technology and marketing shows that strategy and creative roles will evolve, with Cooper cautioning that "if clients neglect marketing technology, data strategy, knowledge management and the required investment in new skillsets, the gap between brand and agency will widen."
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