Wall Street Journal*&%@#! and Other Ads Trends for 2012Madison Avenues New-Year Predictions Include RacierContent, Mobile a Go-Go, Apps Galore, Facebook Fatigue andMoreThanks to technology, whats old is new again. At least thats what advertisingexecutives predict for 2012.Television and magazines ads have been pronounced dead more than once onMadison Avenue, of course. But technology breathed new life into thosemediums last year, with YouTube extending viewership for TV ads and the iPadmaking print ads sexy again.Technology is expected to continue to invade and rejigger every aspect ofadvertising in the new year, according to ad executives."In 2012, advertising will be more than ever the intersection of technology andstorytelling," says Christian Haas, executive creative director at GoodbySilverstein & Partners, a unit of Omnicom Group Inc.Link: http://online.wsj.com/article/SB10001424052970203899504577129021841047502.html numantra.com 214.635.2300
All you have to be is beloved, or at least respected, for how you conduct yourself as well as what you sell. That truth was documented by Rajendra S. Sisodia, David B. Wolfe and Jagdish N. Sheth in their 2007 book "Firms of Endearment," a study of what they call "stakeholder- relationship management." They selected 30 companies that they deemed driven by purpose rather than by slavish devotion to quarterly earnings. Less paradoxically than it would appear, in the authors view, these businesses built value for shareholders by not obsessing about them. The companies included Honda, Trader Joes, The Container Store, Southwest Airlines, Wegmans Food Markets, Commerce Bank, Best Buy, BMW, CarMax and eBay. Lo and behold, over a period of 10 years, the Firms of Endearment wildly outperformed the rest of the corporate universe and continue to do so. We updated the FOE data to reflect the 15 years between 1996 and 2011. In that span, during which the benchmark S&P average was 157%, FOE companies grew an average 1,646%. During the past three economically disastrous years, the S&P rose 3.3% on an annualized basis. The FOE index was up 21.06%. numantra.comLink: 214.635.2300
Andersson argued that the choice was made because it simplified the process of the photoshoot and also that customers can focus on the clothes rather than the models. He explained, “The result is strange to look at, but the message is clear: buy our clothes, not our models.” numantra.comLink: 214.635.2300
AdWeek: Auto Dollars Drive NBC Super Bowl SelloutNetwork fetches $3.5 million for each 30-second spotLike the return of perennial AFC powers the Pittsburgh Steelers and the New England Patriotsto the NFL postseason, theres nothing inherently surprising about NBC selling out its availableSuper Bowl inventory well before the opening kickoff. Whats unusual this time around is thatthe network looks to have outpaced Foxs record automotive haul of a year ago.According to Seth Winter, svp of sales and marketing for NBC Sports, the last of the 35 minutesof in-game ad slots for Super Bowl XLVI was sold shortly after Thanksgiving. Onaverage, sponsors ponied up $3.5 million per 30-second spot, although at least one late entrypaid as much as $4 million.This years game is scheduled to take place in Indianapolis on Sunday, Feb. 5.Even before the 2011-12 National Football League season kicked off on Sept. 8, NBC wasdown to a mere handful of units. The average spot cost represents an increase of 17 percentfrom the $3 million price Fox commanded for its Super Bowl XLV broadcast. Moreover, NBCspricing represents a 57 percent hike from 2002 when Fox sold units in the Pats-St. Louis Ramsnail-biter for some $2.2 million a pop numantra.comLink: 214.635.2300
To Promote Brisk Tea, Pepsi Enlists YodaPepsiCo is piggybacking on the release next month of Lucasfilms "Star Wars:Episode I - The Phantom Menace 3D" to promote its Brisk iced tea and juicedrinks.This week, the company is introducing new product packaging and a newmobile game app - featuring Yoda and Darth Maul, characters from the film,originally released in 1999 - created for Brisks target market, young adults,particularly males, ages 18 to 29. The initiatives will be the focus of the largestmultimedia advertising and marketing campaign that PepsiCo has ever wagedfor Brisk.PepsiCo has bottled and marketed Brisk, a Lipton ready-to-drink tea brand,through a joint venture with Unilever, owner of Lipton, since 1991. It has alsoworked with Lucasfilm to promote the "Star Wars" franchise since 1997.The new campaign is the brainchild of Mekanism, the San Francisco-basedagency PepsiCo hired in 2010 that revived Brisks clay-animated commercialsfrom the mid-1990s. The original spots parodied figures like Frank Sinatra andBabe Ruth, while the new Mekanism Brisk ads have featured Eminem - in aSuper Bowl XLV commercial - as well as Danny Trejo and Ozzy Osbourne. numantra.comLink: http://www.facebook.com/brisk 214.635.2300
MIKE’S TOP 5 numantra.comLink: http://www.youtube.com/playlist?list=PL27D1C31944A46E15 214.635.2300
Dominos has unveiled Augmented Reality billboards in the UK that allow you to order straight from thebillboard with your mobile. Consumers can scan the posters, placed over 6,000 sites and communicating aspecial 555 deal, with their smartphone, download a mobile ordering app and become a Facebook fan, allwhile standing at the bus-stop or walking down the street. The company worked with AR specialists Blippar todevelop the technology. numantra.com 214.635.2300
Nestle-owned dessert brand Skinny Cow has made it easier to share your New Years Resolutions with all and sundry with an interactive Resolution Wall, on its Facebook page. Developed by Smith Brothers, the app allows fans to post one resolution per day, choosing their own font and theme for their post. As well as shareing their personal resolution, they can explore, sort, and like other resolutions submitted by fellow fans. Skinny Cow will also award a special offer to the first 15,000 people who post to the wall. numantra.comLink: 214.635.2300
Burberry is now officially the brand with the greatest number of Facebook fans, at 10 million. To celebrate, chief creative officer Christopher Bailey personally thanks fans on this video released on its Facebook page, alongside a new YouTube campaign featuring actor Eddie Redmayne and model Cara Delevigne. The fashion brand has wholeheartedly embraced digital with initiiatves such as live- streaming fashion shows and its Retail Theater iPad shopping event. http://www.facebook.com/burberry numantra.comLink: 214.635.2300
Where does your bag go after it leaves you and goes into the mysterious hinterland behind check-in? This online film for Delta by Wieden + Kennedy New York sets out to show us. Deltas Fly Delta app, developed by AKQA and launched last year, now has a feature allowing customers to track their baggage. iPhone users can scan the bar code on their baggage receipt to track their bags. To highlight the feature, W+K strapped six cameras to a bag travelling from Atlanta to New York, and let it film the places we never see. http://www.youtube.com/watch?v=ocbxS5aWUSo numantra.comLink: 214.635.2300
Pizza Friday is Numantra’s weekly venue for reviewing thelatest news, innovations and accomplishments taking place in our industry and the world at large. Our founders each have spent decades working for some of the largest ad agencies in the world. It was experience that was invaluable, ultimately, because it taught us that we just can’t keep following years of tradition if we want to have an impact in today’s marketplace. So we got together for a lot of serendipitous reasons and formed Numantra. Ka-boom! The forever-new marketing braintrust that maximizes client resources with freshinsights, accountable solutions and kick-ass results was born. Find out what Numantra can do for you. Visit numantra.com for more information. numantra.com 214.635.2300
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