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Here is what it the wall this week…lets see what sticks...
Super Blah is over and out for the ad community and according to one source, the target continues to be on the move. According to HCD Research, the top five ads of the 2010 game scored “statistically lower than the top five ads from similar studies they conducted in 2008 and 2009.” According to the latest report, the top spot in 2008 “FedEx – Pigeons” scored an 80.71, in 2009 top spot “Budweiser – Horse Circus” scored a 77.02 and the latest top spot for 2010’s big game “Budweiser – Bull” scored a lowly 72.78. “Our comparison revealed that the top five Super Bowl ads scored statistically lower than the top five ads from the previous two years,” explained Glenn Kessler, president and CEO, HCD Research. “The steady decline in ad scores suggests that viewers’ attitudes may be somewhat jaded as a result of the sluggish economy. In addition, creative treatments and production values may have been comprised due to budget constraints.” There was no mention of the lack of creativity or originality for the ad giants who continue to trip all over themselves attempting to create worthy work despite the economy. The client had upwards of $3 million for the time, hard to buy the economy had anything to do with the lackluster performance. Ad Testing Methodology you ask?? “During the game, the Super Bowl ads were inserted into an on-line survey and sent to thousands of study participants. Participants answered questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and “word of mouth” impact of the ads. They also utilized an on-line dial testing system to indicate their levels of interest in the form of curves as they watched the ads.”
Draftfcb’s digital practice gained further momentum announcing that it has hired Kevin Drew Davis to lead the agency’s digital creative efforts as SVP, group creative director, digital. Davis joins Draftfcb Chicago from Publicis West in Seattle where he served as SVP, director of digital strategy for the past year while simultaneously co-leading the agency’s digital creative. Throughout his 20+ year career, Davis has been a pioneer of creative innovation in the digital space. He has worked with some of the world’s most iconic brands—Audi, Calvin Klein, Coca Cola, Microsoft and Nike—at some of the industry’s most distinguished agencies—GSD&M, The Richards Group and Wieden + Kennedy. On a sort of hiring blitz, Nacho Zuccarino joined Draftfcb Mexico as Creative EVP on February 2, 2010. Rafael Pérez-Toribio, Draftfcb Mexico Chief Executive Officer, said, "I am certain Nacho's talent and his special way of being and facing challenges will be without a doubt a powerful stimulus for our team and will lead our office to the top ranks in local, regional, and why not, let's be ambitious, global creativity as well." Nacho Zuccarino's career began over 12 years ago at JWT Argentina and since then, he has won top accolades at the world's most prestigious award programs from Cannes to One Show, Clio, D&AD and more.
TM Advertising announced that Bill Oakley has expanded his responsibilities at the agency to now include both the top creative post of chief creative officer and managing director. Oakley, who joined TM Advertising in 1990, has previously held the roles of group creative director and worldwide creative director on the American Airlines account. “Bill’s extensive experience in leading clients both in the U.S. and globally (American Airlines, Budweiser, Bank of America, EDS and ExxonMobil), as well as helping manage our Dallas-based headquarters makes him uniquely qualified to take over a very important role for us and oversee all agency creative,” said Dave Weaver, managing director and chief strategic officer for TM Advertising. “Most important, our creatives and account teams love and respect him and his creative vision for the agency, which is critical for the role of the chief creative officer.”
Manpower Inc. (NYSE:MAN), a world leader in the employment services industry, announced it has hired The Martin Agency of Richmond, Virginia, as their new branding agency of record. “The Martin Agency understands Manpower’s culture, our values and most importantly, our people. Together we look forward to creating an engaging, compelling and impactful new chapter in the Manpower brand story,” said Manpower Inc. Chairman and CEO Jeff Joerres. Manpower conducted a review for a new marketing partner during the last quarter of 2009 and chose The Martin Agency from an undisclosed list of finalists. One of the primary factors for selecting The Martin Agency was their impressive global reach via their relationship with McCann Worldgroup.
The Martin Agency established a new partnership with longtime agency friend and colleague Jonathan Cranin. The partnership, which will be known as Cranin@Martin, formalizes a working relationship that has been evolving for nearly a year. Jonathan Cranin will serve as creative director of Cranin@Martin, which will be located in The Martin Agency's New York office at 71 5th Avenue. Part of the team that brought Sun Life Financial into the agency, Cranin is a member of Martin's Sun Life ownership team. He's also served as consultant on several recent Martin Agency projects. "Too often these days advertising and marketing teams suffer from a loss of focus on big brand ideas. They get caught up too quickly in tactical executions," says Mike Hughes, the president and creative director of The Martin Agency. "We've got a number of big idea people - but there is always room for one more. Jonathan is one of those guys. He digs deep into a brand to discover and articulate the truth that was there all along. So when you do get to the executions, everything's smarter and sharper."As the former top creative executive for the industry's largest agency network, Jonathan also adds significant heft to our international credentials," Hughes continued. "And his experience on technology business is especially attractive to us as we add accounts in that area."
If you have news and want to see if it sticks…toss it at publisher@screenmag.com
- Added: 3/23/2010 3:23:36 PM
