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Pizza Friday 225


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A small agency takes back its website, mannequins come to life in store windows, and a new meme hits the Internet while you weren’t watching. Get the lowdown on what’s new in the ad biz and more with this week’s Pizza Friday.

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Pizza Friday 225

  1. 1. numantra.com214.635.2300
  2. 2. NEWS 214.635.2300
  3. 3. Agency Replaces Clients Website With NastyLetter After Not Getting PaidYou may dream about this, but no one ever does it.Until now.Frank Jonen, who runs his own small Web designcompany, claims he wasnt paid properly by FitnessSF, one of his clients. So, he went and replaced theFitness SF website with an angry letter about how evilthe bastards at Fitness SF are. Amazing.To many, Jonen will be a hero. To others, he will nowbe someone they would never, ever hire for work.Via The Denver Egotist..Screen grabs and full text of the letter [click link], forwhen Jonens masterpiece is taken down.Link: Read more: 214.635.2300
  4. 4. Designer Selling Complete Brand Identity for $18,000 (Product Not Included)Can you build a complete brand identity for a company before you even know what kinds of products it will sell? BenPieratt, a designer and co-founder of Svpply,, is trying just that with Hessian, a fully designed brand he created from scratch,and which he is now selling for $18,000. All the buyer has to provide is the product.Your $18,000 gets you the following:• Name• URL• Twitter account• Tumblr account• 20+ logo and other designs• 10+ T-shirt designs• 8 repeating patterns• 1 website theme• 1 app user interface theme• 5 app icons• Brand book w/guiding principles• 30 hours custom design time (for transitioning the brand to buyers needs)"Hessian is an invader, an ode, a brand in waiting, a pitch to the market," Pieratt writes. "As a newborn idea, Hessian isaggressive and experimental. Its only conduit the working mind of designer Ben Pieratt, it fights for life by building meme-hooksthrough studies in contrasts, nostalgia, repetition and confusion. The Hessian could be a restaurant, a start-up, a clothingbrand or more.“Pieratt originally envisioned Hessian—named for Richard Hess, an advertising art director who died in 1991—as a T-shirtcompany. But then it became this experiment—conceptual, but also, Pieratt hopes, eventually practical. In a blog post furtherexplaining the idea, he says designers are naturally good at knowing what kinds of products the market wants, and especiallygood at knowing how those products should look. But theyre less good at running companies. Thus, Hessian is a brand thatcan be handed off before its incorporated into a company—indeed, before its even attached to a product.Link: Read more: 214.635.2300
  5. 5. Ikea Wins Valentines Day With Offer of Free Crib—Nine Months From NowIkea Australia has done the math (or has it?) andcome up with an amusing Valentines Day offer—afree crib for babies born nine months fromtoday.Youll have to clip out the voucher and keep it in asafe place for those nine months, and also provideproof of birth (whatever that means). The couponalso notes, "Delivery not included." That, ofcourse, is the moms job. Link: 214.635.2300
  6. 6. Pew Study: Blacks Over-Index On Twitter; Whites OnPinterestConsumers have an ever-expanding set of choices for social-networking, and Twitter, Instagram and Pinterest are finding a nicheamong different demographic subsets, according to new research from the Pew Research Centers Internet & American LifeProject.The study, an expansion of a similar study on Twitter in 2010, queried 1,802 people on their cell phones and land lines over thecourse of a month late last year. Here are seven takeaways:Black users over-index on Twitter. Twenty-six percent of black internet users surveyed said they used Twitter, compared to 14% of white users and 19% of Hispanics. (In 2010, Pew reported that 13% of black internet users, 5% of white users and 18% of Hispanics were using on Twitter.)Blacks and Latinos also over-index on Instagram. Twenty-three and 18% of black and Latino internet users respectively use Instagram, compared to 11% of whites.Pinterest is the whitest social platform. Eighteen percent of white internet users are on Pinterest, compared to 8% of blacks and 10% of Hispanics.Twitter is most popular among urban-dwellers. Twenty percent of people living in urban areas use Twitter, compared to 14% in the suburbs and 12% in rural areas.Pinterest is more popular among better-off people. Twenty-three percent of people with household income between $50,000 and $74,999 use Pinterest, as well as 18% of people who make more than that. Just 10% of people who make under $30,000 use it.Instagram has become much more popular than Tumblr. Tumblr has been around since 2007, but just 6% of people surveyed use it. Thirteen percent use Instagram.Facebook is used by everyone everywhere -- even senior citizens. Thirty-five percent of people 65 and older use Facebook. numantra.comLink: 214.635.2300
  7. 7. Super Bowl Ad Payday Was Record $240M, ReportSaysCBS earned an estimated $240 million in ad revenue for Super Bowl XLVII, which wouldbe a new record, the research firm SNL Kagan said Thursday.The network likely broke even or lost money because it paid roughly $220 million for therights to air the game, and paid for production costs, analyst Deana Myers told TheWrap. Butnetworks usually break even or lose money on the game itself, and make money on pre- andpost-game programs, she said. CBS did not immediately respond to a request for comment.Last year, NBC scored an estimated $220 million in ad revenues, Myers said. The gamerotates between Fox, NBC and CBS.Though this years Super Bowl was only the third-highest program in U.S. TV history --behind the previous two Super Bowls -- that isnt likely to result in lower ad rates for next yearsgame, Myers said. Thats because live event programming has become more important tonetworks as more viewers watch scripted shows on DVR.Link: 214.635.2300
  8. 8. PRINT 214.635.2300
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  13. 13. FAIL OF THE WEEK 214.635.2300
  14. 14. PETA - Joaquin Phoenix Is Drowning 214.635.2300
  15. 15. numantra.com 214.635.2300
  16. 16. OUTDOOR 214.635.2300
  17. 17. numantra.com214.635.2300
  18. 18. numantra.com214.635.2300
  20. 20. The Harlem Shake The Original: It’s the viral wave that flooded the Internet. Click the photos to see the videos, if you dare. What it Created:Link: 214.635.2300
  21. 21. INNOVATION 214.635.2300
  22. 22. Clothing-Store Mannequins Come to Life andMirror Your MovementsAirport clothing-store outlet United Arrows built a custom window displayin its Tokyo location in which MarionetteBots (half mannequin, half robot)were wired with Kinect technology to mimic the movements of anyonefacing them. The bots were all wearing United Arrows fashions, of course.On the one hand, big ups to anyone making creative use of puppets thesedays. On the other hand, the only thing more off-putting than a departmentstore mannequin is one that dances joylessly for the publics amusement.At least these things had the good fortune to exist in a polite culture. In anAmerican airport, they would have been touching themselves inappropriatelyand humping the windows within 10 minutes. numantra.comLink: 214.635.2300
  23. 23. ONLINEVIDEO 214.635.2300
  24. 24. To launch the new Stress Protect Deo, NIVEA put passengers at the airport in an unexpected andstressful situation: They were called out to be a suspect of a crime. In order to be protected for thenext stressful situation, they were provided with the NIVEA Stress Protect Deo afterwards.Link: 214.635.2300
  25. 25. Good Books - Metamorphosis It is not very often that we have the opportunity to create a graphic equivalent of a drug fueled rant bringing all of our collective skills to bear. And it is almost unfathomable that we could actually do something like this and benefit a good cause. The Buck team dug deep, channeling our inner gonzo, to direct and produce this homage promoting Good Books, the online bookseller that passes all its profits through to Oxfam. 214.635.2300
  26. 26. 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 for more information. 214.635.2300