Marketer’s Brief: Guinness Takes the Buzz Out, Halo Top Picks Agency


Halo Top scoops up an agency of record

Ice cream brand Halo Top named agency and consultancy Wolfgang as its first agency of record. The agency selection comes as Halo Top, an Ad Age Marketer of the Year, continues to broaden its outreach amid growing competition in the lower-fat, lower-calorie, higher-protein ice cream segment. Last summer, it ran an online campaign from Red Tettemer O’Connell & Partners, followed by a 90-second spot featuring a woman being force-fed ice cream, directed by Mike Diva. Wolfgang says it will work on Halo Top’s strategy, creative and production. The agency’s first work is expected to break later this year.

Just a massage, no more, please

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Facebook Investigating Possible Russia Meddling in Brexit


Facebook is expanding a U.K. investigation into possible interference by Russia ahead of the country’s 2016 election to exit the European Union, after facing pressure from lawmakers who were unsatisfied with an earlier probe by the social media company.

Facebook and Twitter previously told U.K. lawmakers that they found minimal use of their platforms compared to the more comprehensive Russian misinformation campaign ahead of the U.S. presidential election. The companies reached that conclusion by analyzing accounts U.S. intelligence officials said were used during the American election. British policy makers have pressed the companies to investigate further to see if Russia had used other methods on social media to influence the important EU vote.

“We are committed to making all reasonable efforts to establish whether or not there was coordinated activity similar to that which was found in the U.S. and will report back to you as soon as the work has been completed,” Facebook’s policy director, Simon Milner, said in a letter Wednesday to the members of a House of Commons panel investigating the use of social media to spread misinformation ahead of the EU referendum.

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In Honor of the Fake News Awards, 10 Times Trump Spread Fake News Since Taking Office

Trump announced his Fake News Awards on Wednesday night, so here are 10 moments where Trump himself shared fake news.

Ever since the creation of newspapers, there have been people screaming “Fake news!” about their contents. For the first time in history, though, the person screaming it the loudest is now the President of the United States.

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Martin Lands #3 On 2017 YouTube Ad Leaderboard

Here Are the 4 Creative Agencies That Ruled YouTube in 2017

By 

January 10, 2018

Each month, Google and Adweek present the YouTube Ads Leaderboard, a listing of the 10 most-watched commercials on YouTube in the prior month—with the caveat being that the spots must have significant organic views, not primarily paid views.

Google has now looked through all of the 2017 Ads Leaderboards and identified the creative agencies that placed the most spots on the monthly lists throughout the year.

Below are the results.

Runner-Up: The Martin Agency

YouTube Ads Leaderboard placements in 2017: 4

Sample spot: Geico – Triangle Solo

When was the last time you noticed the triangle player in an orchestra? The Martin Agency took an often neglected instrument and gave it a moment in 2017. The ad was watched by millions and even inspired a series of equally funny parodies across YouTube.

Link to full article here.

SHOOT Names GEICO Game Night Top Video of 2017

Comedy Spots Dominate SHOOT’s Ten Most Watched Videos of 2017

A rundown of the top 35 videos of the year from our ScreenWork gallery

By Shoot Staff Reporter

Of the 10 most viewed SHOOT videos of 2017, eight were marked by humor, perhaps reflecting the need for comic relief during what many regard as serious, trying times for society at large. 

Indeed the need to get away from it all was the theme driving the entry which generated the most views of 2017–Booking.com’s “Kindergarten” directed by Jared Hess of Community Films for Deutsch. In the spot, a beleaguered kindergarten teacher surrounded by classroom chaos talks of how she values her precious vacation time, which she gets the most out of thanks to Booking.com.

The second most viewed SHOOT video of 2017 yielded more comedy–Little Caesars’ “#1 Dad” directed by Mike Warzin of production house Arts & Sciences for agency Barton F. Graf, New York. In this commercial, a dad pays the price for not bringing home the Little Caesars “Extra Most Bestest” pizza which has the most cheese and pepperoni at an unbelievably low pricetag. Going to somewhere other than Little Caesars and paying more for less toppings is a big mistake. A father makes this mistake and as a result, his son demotes him, stripping the #1 off his cap. So the “#1 Dad” is demoted to just “Dad.”

The year’s #3 entry, Lexus’ “Man & Machine,” takes a break from comedy and moves into the visually driven, stylized arena compliments of director Jonas Akerlund via Serial Pictures for agency Team One. “Man & Machine” features dancer Lil Buck and the single from Sia titled “Move Your Body.” The spot parallels the relationship between the shapes and movements of the human form and the power and athleticism of Lexus’ most premium models. Minnie Driver debuts as the new voice of Lexus, introducing the new global tagline, “Experience Amazing.”

Finishing fourth and returning to the comedy discipline in SHOOT’s 2017 video derby was Nissan Titan trucks’ “No Lazy Horses” directed by the Traktor collective of production houses Supply & Demand and Traktor for TBWAChiatDay New York. When a guy’s truck conks out, he lifts up the hood to reveal how powerless his horsepower had made him. Under the hood are hybrid human/horse characters (actually folks in cheesy horse costumes) who are lazy and insist that in order to rev up they need the gent to sing a ridiculous “Pretty Pretty Pony” song and then accompany it with a dance. At the mercy of his “lazy horses,” the man sings and dances only to be seen by the driver of a Nissan Titan truck who stops to lend a hand, thus rescuing our song-and-dance man. TBWAChiatDay turned to humor in a product category not known for it. Titan disrupted the myth that to be a serious truck, you need serious advertising. Comedy appeals to the younger truck buyer–as does the Titan which sports a customer base that has tapped into the GenX demographic.

GEICO continues the laughter with the #5 entry, “Game Night” directed by Randy Krallman of Smuggler for The Martin Agency, Richmond, Va. In the piece, a neighborhood game night gets a little tense as people become a bit exasperated as they try to guess what a sloth is drawing (at a painfully slow pace). At the end of the ad, a spokesperson relates: “As long as sloths are slow, you can count on GEICO saving folks money.”

Integrated Tech at CES: The Smart Future Becomes Reality

Walking the show floor of the 2018 Consumer Electronics Show–the equivalent of 43 football fields–it was hard not to notice the crowd milling about one of the most well-attended exhibits: The Laundroid. The sleek, WiFi-connected box uses robotic arms, image recognition, and artificial intelligence (its network currently contains 256,000 images of clothing items) to identify a piece of clothing and determine the best way to fold it. It learns your clothing items over time and its app lets you assign items as belonging to different members of your household. It takes about 5-10 minutes to fold an item of clothing, so literally hours to fold one load of laundry.

It’s certainly not the most practical or promising technology on display at CES, but it is the one that got us incredibly excited about the future (and not because we hate doing laundry).  

See, if there was a word to describe CES this year it was integration — the combining of different technologies (machine learning, image recognition or computer vision, robotics, voice, other sensors) to create experiences that will define the smarter future. Everything we engage with will increasingly have a technological layer, making Gartner’s prediction of more than 20 billion connected devices by 2020 seem entirely achievable.

Every year there are more and more mashups at CES. Sometimes they’re silly and sometimes they’re useful but either way they’re inspiring creativity. We identified seven areas of noteworthy integration technology:

 

1. The Smart Home

The application of integrated tech was most striking in home appliances and decor, as companies showed how voice could live in virtually every item in the home.

For example, bathroom and fixture company Kohler demoed its Kohler Konnect line, a new series of voice assistant-powered bathroom products. The line includes voice activated lights on a vanity mirror, gives users the ability to command their shower head on, setting water temperature and pressure just the way they like it and even a voice-powered faucet that will pour glasses of water on command.

Another was Whirlpool, which demonstrated a smart future via its integration of Yummly, a recipe discovery property it bought in 2017. An app uses computer vision to read what’s in your fridge and then recommends recipes based on the ingredients on hand. A screen on the “smart” range tells you step-by-step how to cook the dish.

2. Computer Vision

Beyond the home, integrated technology for the in-store retail experience was on full display from several companies. Computer vision, the technology that enables computers to recognize real-world objects from live camera feeds, was especially prevalent this year. Aipoly, a computer vision platform originally designed for the vision impaired, enables retail stores to be fully autonomous, tracking consumers as they shop, learning behaviors and eliminating the need for checkout. Using computer vision and artificial intelligence to help track and understand people’s shopping patterns in store, and then in turn tailoring and optimizing those experiences, has the potential to help make brick-and-mortar shopping experiences as trackable and personalized as e-commerce. Adoption of this technology is only expected to proliferate, with 37% of retailers already planning to use AI for customer experience personalization in the next 9 months.

3. Health, Fitness and Sports Tech

With hundreds of new technology applications across eldercare, athletic tracking, and health monitoring, sports tech was a present category at CES this year. From smart golf balls to computer-vision enabled sports arena cameras, sports tech had its biggest CES showing yet and demonstrated the many different ways that technology can enhance the games we love, wooing both enthusiasts and investors alike.

One great example of how to turn an everyday experience into an immersive and extraordinary one was Black Box VR. They’ve created the “world’s first virtual reality gym”, a space that converts traditional exercises into a video game experience. In one demo, chest presses launched fireballs at the enemy. Their first boutique gym will open in San Francisco this year.

4. Voice

Amazon’s Alexa and Google Home were everywhere–and often even in the same product. More and more manufacturers are enabling their products to work with both platforms, opening and expanding the voice ecosystem to further drive consumer adoption. 2018 will be the year that brands make real strides in ensuring discoverability on voice platforms via Voice SEO–or risk being caught flat-footed in what will be the dominant emerging interface for the next several years.

5. Cryptocurrency

Cryptocurrency and blockchain, the underlying technology that powers it, is inching its way into the mainstream and at CES we were already seeing examples of this. Since getting started with cryptocurrency can be a bit daunting for newcomers, startups such as Subvisual are trying to bridge the gap between traditional payment solutions and cryptocurrencies by enabling merchants to accept payments with modern forms, such as Bitcoin and Ethereum using traditional mechanisms like credit cards.

6. Robots

There was a plethora of robots at CES this year, most of which seemed to focus on attempting to simulate human expression and emotions, rather than the industrial or military-style robots we are used to seeing in viral videos on social media. While robotics as a category is nothing new at CES, the integration of emotive technology is. By integrating human-like expressions, robots have become more approachable and comfortable to relate to than their emotionless counterparts. As robots continue to become more human-like, so do their usefulness. For example, there is a lot of interest and investment in robots that can augment (or in some cases even replace) child and elder care. Unlike humans, robots can provide constant care and attention without exhaustion. This has become especially popular in countries where the need for such specialized care is in high demand, and resources are dwindling.

7. 5G

While the idea of faster bandwidth might not seem very sexy or new, 5G, the next generation of mobile wireless networking, has the broadest-reaching impact for just about everything represented at CES 2018. 5G enables everything from your average smartphone to emerging technologies like virtual reality, to support extreme-bandwidth applications, such as 360 streaming 4k video on mobile headsets. From connected cars to email attachments, 5G will significantly boost (10 to 100x faster than current speeds) everything we experience on the mobile web, and be more secure, and more reliable than ever before.

 

The integration of technology across platforms, products, devices and applications, is having significant impact on consumer’s daily lives as tech-enabled experiences become unavoidable. With each command given to the kitchen sink and with each flat sheet folded consumers are growing more accustomed to seamless experiences and friction-less decision making. Integrated tech has brought the smart future to present. 

 

360i’s CMO Abbey Klaassen, VP, Head of Innovation Technology Layne Harris and Senior Innovation Strategist Fitz Maro contributed to this post. 

The post Integrated Tech at CES: The Smart Future Becomes Reality appeared first on 360i Digital Agency Blog.

John McCain is All Mad About Trump’s Fake News Awards, But Samantha Bee’s Super Excited


President Trump’s Fake News Awards, originally slated for Jan. 8, then rescheduled for today, may or may not actually be happeningyesterday, White House Press Secretary Sarah Huckabee Sanders, when pressed, had no details about what she called the “potential event”but John McCain and Samantha Bee are both braced for them.

In an op-ed that appears in today’s Washington Post, the senator from Arizona rails against Trump in advance of the maybe-stunt. Headlined “Mr. President, stop attacking the press,” the piece begins,

After leaving office, President Ronald Reagan created the Ronald Reagan Freedom Award to recognize individuals who have fought to spread liberty worldwide. Nancy Reagan continued the tradition after her husband’s death, and in 2008 she bestowed the honor on human rights icon Natan Sharansky, who credited Reagan’s strong defense of freedom for his own survival in Soviet gulags. Reagan recognized that as leader of the free world, his words carried enormous weight, and he used them to inspire the unprecedented spread of democracy around the world.

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Watch the Newest Ads on TV From State Farm, ADT, DirecTV and More


Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than seven million smart TVs. The ads here ran on national TV for the first time yesterday.

A few highlights: State Farm serves up a story about a cherished piece of jewelryshowing what it means to a mother and her daughterby way of suggesting that you should get the right insurance for the things you really care about. ADT promotes a different kind of protection: ADT Go, “the family safety mobile app and service.” And Jackson Hewitt scoffs at the idea that a tax-prep website can beat the service provided face-to-face by the tax pros at its storefront locations.

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Let the “Black Mirror” references fly: Britain has a Minister for Loneliness

In what sounds like an episode of Black Mirror, Britain has appointed its very first “minister for loneliness,” reports NBC News. The newly created role will devise a national strategy to tackle isolation and alienation across all age groups in the country. Recent research, the government announced Wednesday, showed that loneliness is a rapidly growing …

In what sounds like an episode of Black Mirror, Britain has appointed its very first “minister for loneliness,” reports NBC News. The newly created role will devise a national strategy to tackle isolation and alienation across all age groups in the country.

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Let the “Black Mirror” references fly: Britain has a Minister for Loneliness

In what sounds like an episode of Black Mirror, Britain has appointed its very first “minister for loneliness,” reports NBC News. The newly created role will devise a national strategy to tackle isolation and alienation across all age groups in the country. Recent research, the government announced Wednesday, showed that loneliness is a rapidly growing …

In what sounds like an episode of Black Mirror, Britain has appointed its very first “minister for loneliness,” reports NBC News. The newly created role will devise a national strategy to tackle isolation and alienation across all age groups in the country.

Read Full Story