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A.G. Lafley Talks Secret to P&G’s Success: The Ad Age Archives


What to expect from A.G. Lafley as he retakes the reins of the world's largest advertiser? 

A year ago, on the day of his induction into the American Advertising Federation's Hall of Fame, Mr. Lafley was interviewed by Ad Age Editor-in-Chief Rance Crain. He shared his insights on how the company sought to slow things down, focus on the fundamentals and simplify itself. Under Mr. Lafley, P&G's sales and more than doubled its billion-dollar brands to 23 from 10. 

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Ad Age Archives: A.G. Lafley Talks Secret to P&G’s Success


What to expect from A.G. Lafley as he retakes the reins of the world's largest advertiser? 

A year ago, on the day of his induction into the American Advertising Federation's Hall of Fame, Mr. Lafley was interviewed by Ad Age Editor-in-Chief Rance Crain. He shared his insights on how the company sought to slow things down, focus on the fundamentals and simplify itself. Under Mr. Lafley, P&G's sales and more than doubled its billion-dollar brands to 23 from 10. 

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Bob McDonald Steps Down As P&G CEO, Replaced By A.G. Lafley


Bob McDonald has stepped down as chairman-CEO of Procter & Gamble Co. to be replaced by his predecessor, A.G. Lafley. Mr. McDonald, in less than four years on the job, saw the company lose ground to key rivals and weather heavy investor criticism.

Despite investor pressure, the timing of the move, which is effective June 30, came as a surprise. Mr. McDonald and Chief Financial Officer Jon Moeller had been pointing to momentum behind the company's nearly year-old turnaround plan, most recently at a Goldman Sachs investor conference last week. While down from recent highs, the company's stock was still up 26% on the year, just behind the S&P 500.

Mr. McDonald, 59, was scheduled to speak at a P&G alumni reunion in Geneva, Switzerland, on Saturday. In an odd parallel, Mr. Lafley made an appearance at a P&G alumni reunion days after he took charge of the company for the first time, in 2000.

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Billboard: Fan Check Machine

Not every music fan reads Billboard Magazine, but every music fan has music on their phone, so we created a magazine dispenser that gives away a free magazine if you prove you are a fan of the artist on the cover of Billboard Magazine. How? Using your phone. If you’re a fan of the artist on our cover, plug your iPhone into the Fan Check Machine and let it analyze your music library (NO APP NEEDED). If the machine finds more than 20 songs by the artist on the cover of Billboard, you get the magazine for free.

Advertising Agency: Ogilvy & Mather, Brazil
Client: Billboard Magazine
Creative Vice President: Anselmo Ramos
Executive Creative Director: Roberto Fernandez
Creative Director: Guiga Giacomo
Art Director: Guiga Giacomo
Copywriter: Brux

13th Street: Detectives

Advertising Agency: Sra. Rushmore, Madrid, Spain
Creative Directors: David Titos, Pablo G. Cattáneo
Photographer: Eduardo Díaz Bourgeot

Inglorious Bastards


Beat back the Dirty Dozen, one corporate criminal at a time.

If humanity is to have a future then we the people have no choice but to take on and beat back the mega-corporations who currently control just about every aspect of life on this planet. We have to tactfully, masterfully, relentlessly learn how to bend them to our will and, if necessary, kill some of them off. Until we, The People, set the bar by wiping a criminal corporation out of existence, then there will be no justice and the corporations will only continue to act with impunity. And so our strategic imperative post-Occupy is to wield our coordinated energy – our movement’s ability to have simultaneous protests in far-flung locales – to bring down a transnational capitalist firm. One bastard at a time.

At Adbusters, we think that from an operational perspective Goldman Sachs makes a perfect, first target. And today's protests outside Goldman Sachs offices in New York City and Los Angeles offer a flicker of a hope, that another of those rare global A-ha moments might be just over the horizon ... one when we the people will suddenly wake up to our own power, learn to harness the raw creativity and leaderless horizontalism and send a powerful chilling message to criminal CEOs like Lloyd Blankfein – that from now on they will pay a heavy price for any betrayal of the public trust.

But there's a whole list of corporate criminals that warrant our heat. We call these the Dirty Dozen. One of the world's worst offenders is the GMO crazed Monsanto Corporation and its sneering CEO, Hugh Grant, who poison our food supply and ravage the land with their frankenfood.

Monsanto has been removed and banned from Austria, Bulgaria, Germany, Greece, Hungary, Ireland, Japan, Luxembourg, Madeira, New Zealand, Peru, South Australia, Russia, France and Switzerland. Why not yet in America? Canada? England? Australia? Spain? Mexico, and the rest?

On Saturday, join us in cities across the world as we focus our collective energy against Monsanto, a target all of humanity can agree deserves to be taken out.

Read more on Adbusters.org

Gold’s Gym: Healthy Note

We changed the price of supermarket shopping for calories and show how to burn them.

Advertising School: Miami Ad School, São Paulo, Brazil
Creative Director: Paulo André Bione
Art Director: Lucas Bressan
Copywriters: Giulio Beloto, João Guilherme Ferreira

The Beauty Recovery Room

Suivant actuellement un cursus de photographie au sein de la Rhode Island School of Design, l’artiste coréenne Ji Yeo a décidé de montrer avec cette série « The Beauty Recovery Room » l’envers du décor de la chirurgie esthétique, pratique courante chez les femmes en Corée du sud.

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Mondelez Shifts Halls Creative Work to Wieden & Kennedy


Mondelez International has shifted its global Halls creative business to Wieden & Kennedy, abruptly ending its relationship with JWT.

“JWT will no longer be the global agency of record moving forward,” a Mondelez spokeswoman confirmed Thursday in an email. “We informed JWT that we were moving the European Halls business to W&K, effective immediately. When we did so, we also shared that our future plans were to also move the remainder of the Halls global business.”

The WPP agency was terminated Tuesday in its London office. After being asked to work on Halls in other markets despite the eventual move of the entire account before the end of 2013, JWT resigned the rest of the business. It's the latest indicator of the expanding divide between the marketer and agency, and spells the end of JWT's 40-year relationship with Cadbury brands, which joined the Mondelez portfolio back in 2009. JWT recently lost the Philadelphia cream cheese account in Europe to BBH, and it is defending its Jacobs coffee account in Europe in a review. Those accounts represent combined revenue of between $5 million and $10 million to JWT.

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Google Faces Antitrust Probe Over Dominance In Online Display Ads


Google is facing a new antitrust probe by the U.S. Federal Trade Commission into whether the company is using its leadership in the online display-advertising market to illegally curb competition, people familiar with the matter said.

The fresh inquiry, which follows the FTC’s decision to close a review of Google’s search business in January without taking action, is in the preliminary stages and may not expand into a larger probe, said the people, who asked not to be named because the matter hasn’t been made public.

FTC investigators are examining whether Google is using its position in U.S. display ads -- a $17.7 billion industry that includes the sale of banner ads on websites -- to push companies to use more of its other services, a practice that can be illegal under antitrust laws, the people said. Google has been drawing regulatory scrutiny around the world as it bolsters its market share of digital advertising.

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McDonald’s CEO: ‘The Way You Describe Us Is Not Who We Are’


McDonald’s CEO Don Thompson delivered a pointed retort to critics at the chain’s annual shareholders meeting Thursday morning: “The way you describe us is not who we are.”

Mr. Thompson was responding to critics who say the chain markets unfairly to kids and exploits children of color in its marketing. Corporate Accountability International, a consumer advocacy group that routinely criticizes McDonald’s for marketing to kids, was on hand at the meeting to confront the company about its marketing and issue a proposal. Like last year, CAI brought a proposal up for vote that would call on the company to issue a report assessing the chain’s impact on public health. And like last year, it was struck down, this time with 6.3% of shareholders voting for the proposal.

After Mr. Thompson was asked by a CAI representative when the company will stop targeting kids and undermining childrens’ health, he said: “The way you describe us is not who we are.”

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Jell-O Hijacks Twitter’s Profane #FML Hashtag, Changes It to Mean ‘Fun My Life’

The ubiquitous Twitter hashtag #FML (there have been 37,000 #FML-tagged tweets in the past seven days alone) is generally understood to be short for an obscene phrase uttered when things are at their bleakest. But now, Jell-O is here to help. The Kraft Foods brand and agency Crispin Porter + Bogusky are trying to hijack #FML and make it stand for "Fun My Life" (rather than doing something else to your life). Between now and June 14, everyone who tweets the #FML hashtag is entered into a pool, from which a certain number will win "Fun My Life" prize packs "specially created to get their life back on track." You can follow along at jelloFML.com, which also shows how the brand is tweeting at #FML-ers.

    

O universo da cerveja mapeado

Kevin Jamieson, criador do Beer Mapper, teve essa ideia depois de ter bebido uma das melhores cervejas de sua vida, sem lembrar o nome no dia seguinte. Para encontrar a tal cerveja, Jamieson voltou ao bar e a descreveu para o bartender que, de 40 tipos, conseguiu reduzir para 6 cervejas que mais se assemelhavam à descrição. Depois de prová-las, ele finalmente encontrou.

“A única forma de encontrar 6 cervejas em 40 é fazer com que cada pergunta descritiva elimine possibilidades, o que em uma estrutura simples de mapeamento não funcionaria.” – Kevin Jamieson

Para conseguir mapear esse universo, Jamieson criou algorítmos analíticos que se movimentam pelo espaço, de forma a organizar os traços de uma cerveja em seis dimensões simultâneas, a partir de descrições bem específicas – desde leigas como “frutada” ou “amarga” (retiradas de resenhas online) até informações científicas de componentes como o malte.

Assim,  a partir da proximidade de todos estes pontos de diferentes dados, o aplicativo pode “ver” relações complexas entre as cervejas com base numa variedade de critérios interligados.

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De fato, somos deixados com uma ferramenta muito útil. Não só podemos compreender, talvez pela primeira vez, como cada componente interfere na composição e no gosto da cerveja, mas também conseguimos enxergar como tais marcas e tipos dentro desse universo se relacionam entre si por pura proximidade.

Funcionando como um simulador espacial, o infográfico mostra um universo de 200 mil cervejas que só o computador antes conseguia ver.
O aplicativo será lançado para iPad no final de junho. Enquanto isso, Jamieson disponibiliza sua pesquisa aqui.

Brainstorm9Post originalmente publicado no Brainstorm #9
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American Express, CDC Take Home Top GoodWorks Effie Awards


ALLISON ARDEN

Encouraging news came earlier this year when McCann released the results of a study out of its Truth Central initiative: four out of 10 consumers say they "love" advertising -- and 69% said they think advertising has the power to make the world a better place. 

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Federation of Quebec Alzheimer Societies: Walk for Memories

Advertising Agency: DentsuBos, Montreal, Canada
Creative Directors: Roger Gariépy, Hugo Léger
Art Director: Simon Beaudry
Copywriters: Cédric Audet, Xavier Blais
Account Executive: Émilie Thibault
Production: Fanny Quenneville
Motion design: Emmanuel Mazeron
Editing: Jean-David Marceau
Music: Alexandra Stréliski
Sound: Mathieu Morin / Studio La Majeure
Digital Strategy: Jean-François Deschamps
Published: May 2013

Bungie and Activision Debut ‘Destiny’ Trailer


Bungie and Activision have launched "Law of the Jungle," a live-action trailer for the much-anticipated game "Destiny" -- this being the firstcollaboration between the developer and publisher. Activision tapped 72andSunny to create the film, directed by "Iron Man" helmer Jon Favreau (who worked with the agency on its all-star Super Bowl Samsung Spot) and starring actor Giancarlo Esposito, perhaps best known as bad guy Gus Fring on AMC's "Breaking Bad."

"Destiny" is the new title from the creators of the Halo franchise and casts gamers as Guardians of the Earth's last outpost. Their goal is to scour the solar system for all that was lost during the fall of mankind's Golden Age. In the trailer, Esposito recounts the tale of one Guardian on his quest to reclaim our Solar System, bringing strength to his pack, but also gaining power from it. The film also announces the game's upcoming gameplay reveal, set for June 10 during the Sony Playstation E3 press conference.

For more exciting ideas in brand creativity, check out Creativity-Online.com, follow @creativitymag on Twitter or sign up for the Creativity newsletter.

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Carnival Cruiselines: Current temperature

This billboard ran in NYC from january to March.

Advertising Agency: Arnold Worldwide, USA
Chief Creative Officer: Pete Favat
Executive Creative Directors: Roger Baldacci, Wade Devers
Creative Directors: Rob Kottkamp, Craig Miller
Associate Creative Director / Art Director: John Williamson
Associate Creative Director / Copywriter: Sanders Hearne
Production Manager: Jim Spadafora
Planner: Lisa Borden
Account Services: Allison Miller, Doris Salukas
Published: January 2013

Transition To The Modern World, Give Markets A Chance

Jaron Lanier, author of Who Owns The Futre?, asserts that the rise of digital networks led our economy into recession and decimated the middle class.

Looking forward, he says it is time for ordinary people to be rewarded for what they do and share on the web.

In an interview with Nieman Lab, Lanier argues:

If you have universal backlinks, you have a basis for micropayments from somebody’s information that’s useful to somebody else… Every backlink would be monetized. Monetizing actually decentralizes power rather than centralizing it. Demonetizing a network actually concentrates power around anyone who has the biggest computer analyzing it.

Monetizing decentralizes power. Perfect! Americans love freedom and money.

I also love to provide information that might be useful to somebody–like this very article–thus, I am fully behind a workable micropayments system that rewards me (and others) for being prolific and readable.

The post Transition To The Modern World, Give Markets A Chance appeared first on AdPulp.

Observando Hugo Cabret

A busca por inspiração e a compreensão da linguagem e decisão daqueles que admiramos é algo comum no entretenimento e, provavelmente, em toda redação criativa. Alguém já fez algo bem, por que não compreender e concentrarmos a atenção na evolução em vez da perpetuação de erros, não é mesmo?

Pensando assim, tenho assistido muitos filmes durante a preparação para as filmagens do meu tão esperado curta-metragem, “The Flower Shop” (cujo um dos patrocinadores é o B9 e que já comentei aqui durante a fase de crowdfunding), e por conta da natureza de “filmes de época” optei por colocar “A Invenção de Hugo Cabret” na lista dos títulos mais importantes dessa seleção. Além da homenagem descarada às origens do cinema, elemento que, aliás, ainda me tira lágrimas por conta do trabalho de Ben Kingsley, notei algo mais sutil, algo mais marcante e fundamental nas escolhas de Martin Scorsese. “Hugo” é um tratado cinematográfico sobre a observação e pontos de vista.

A constatação deveria ser clara depois daquele impressionante passeio por Paris e pela estação de trem logo na abertura, entretanto, nas primeiras assistidas, fiquei encantado pela história e perseguindo cada referência possível a George Méliés e aos primórdios do cinema. Foi mais um mergulho naquele mundo entre-guerras, nos detalhes que Scorsese optou por mostrar.

Hugo
De certa forma, assistimos um filme dentro do filme de outro filme. Hugo, Méliés e a obra de Méliés e dos Lumiére.

Anteontem, assisti novamente analisando tecnicamente e além de perceber que, exceto pelas grandiosas tomadas com grua e o uso limitado de steadi cam, o diretor optou por cortes secos na maior parte do filme. Ele quase não move a câmera; quem tem fluidez são os personagens e aquilo que eles veem. Arrisco apontar a composição das tomadas ter cerca de 25% de pontos de vista.

Muito por conta da natureza do assunto homenageado – o cinema, onde todos são espectadores e espiam por uma janela por vezes convidativa, por vezes assustadora – os personagens de Hugo Cabret também estão observando. Eles veem os detalhes, ou seja, quase nada de inserts (close ups fechados de objetos ou ações) mecânicos ou pontos de vista neutros.

Alguém sempre está olhando, seja Hugo, seja Méliés, seja o próprio Autômato. Tudo é motivado e reforça o conceito da relevância do cinema. Méliés surtou quando viu os sonhos perderem a batalha para o realismo e a dor, do mesmo modo Hugo sonha com os detalhes da realidade idílica na qual vive, mesmo contra qualquer razão lógica. Sozinho, ele não busca ajuda; ele continua a projeção na esperança de um fim milagroso, como nos filmes.

“Cinema trata do que está na tela, e do que não está” – Martin Scorsese

Hugo
Hugo

A variedade de pontos de vista, de intensidade na observação e mo grau de maravilhamento vivenciado pelos personagens graças a essa escolha de Scorsese é intrigante. Ele costuma dizer que “cinema trata do que está na tela, e do que não está”; Hugo trabalha, e questiona, esse conceito de forma profunda. Se estamos observando, quem vê o que sentimos? Até que ponto a sensação alheia pode refletir no estado de espírito do observador? O cinema é mesmo limitado àquilo que se vê ou se escuta? Em muitas ocasiões, um poderoso “reaction shot” vale mais do que mostrar uma tragédia. Na dinâmica da vida de Hugo, todos são personagens, menos ele. Quem o observa é inanimado.

Quando isso muda, a linguagem muda. Ele passa a figurar mais e o medo inicial deixa de ser o único tom quando ele ri, corre riscos e, mesmo sem perceber, se apaixona. De certa forma, é a trajetória de Méliés, que o observava mesmo sem que o garoto notasse. Sentado atrás do balcão, o cineasta sonhador via um mundo no qual era incapaz de provocar efeito, de despertar o devaneio, de criar sorrisos.

Em vez de concentrar esforços na redescoberta da visão de Méliés, Scorsese transfere toda essa carga para as crianças e o efeito é o mesmo. Eles descobrem, exploram, observam e são observados. O diretor aproveitou cada ângulo dos cenários, cada possibilidade maluca criada pelas cenas em CGI e sempre nos manteve espiando.

Hugo

De certa forma, assistimos um filme dentro do filme de outro filme. Hugo, Méliés e a obra de Méliés e dos Lumiére. Esse tratado sobre pontos de vista torna “A Invenção de Hugo Cabret” um filme muito mais relevante do que o apelo histórico e romântico inicial, e demonstra compreensão total de um diretor pela alma daquilo que ele ama. Ele inclusive explica isso na cena em que Hugo mostra a cidade vista do alto a Isabelle. “É assim que eu vejo tudo!”, diz o garoto.

O cinema é mesmo limitado àquilo que se vê ou se escuta?

Adaptar a percepção da realidade era, ao mesmo tempo, a única defesa contra a solidão e o desespero, e a arma para concluir aquele objetivo tão sonhado. Pensando como alguém envolvido com criação, a simplicidade e a obviedade dessa característica não deveria gerar muito espanto, porém, a busca por algo a mais sempre funciona como uma barreira. Mesmo que encontremos algo, ele está em outro lugar. Alterar o mundo, em vez de esperar que ele nos altere, pode ser a melhor solução, não é?

Reveja e preste atenção no mundo editado pelos olhos de Hugo, em suas preocupações, medos e sonhos, todos revelados pela câmera sensível de Scorsese. As surpresas estão lá, esperando por você!

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Fábio M. Barreto é jornalista, cineasta e autor da ficção científica “Filhos do Fim do Mundo”.

Brainstorm9Post originalmente publicado no Brainstorm #9
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Nikola Tesla Takes Down Silicon Valley VCs, but Will It Get Him a Statue?

Some days it seems almost anybody can make an enjoyable video promoting a Kickstarter project, but these guys get bonus points for simultaneously giving the venture-capital system a big poke in the eye. "Nikola Tesla Pitching Silicon Valley VCs" is a biting look at what might have happened if one of history's greatest inventors had to rely on today's venture capitalists. It also happens to promote a Kickstarter effort to build a WiFi hot spot statue of Tesla in Silicon Valley. What's interesting is that the video isn't some sort of populist celebration of Kickstarter. Instead, it depicts crowdfunding as a stopgap solution to the lack of large-scale vision among venture capitalists, whose tech-industry kingmaking is increasingly being called into question. The team behind the video, a creative project firm called Northern Imagination, admits the clip was pulled together quickly, which probably explains the strange audio levels and Tesla's questionable "Serbian" accent. But it has clearly struck a chord, inspiring GigaOm to write a 1,000-word essay on what the video "says about the state of Silicon Valley." In the meantime, the Tesla statue-raisers could still use your help. As of Thursday morning, they were still nearly $100,000 short of their goal, with only 10 days left. Via Boing Boing.