Heute in Nürnberg, coole Location am Wöhrder See, Publicis hat mal wieder geladen zur "Weblounge". Thema: "Corporate Blogging". Heißt also: Ich bin eine Firma, und ich bin wahnsinnig innovativ.

Also mache ich nicht nur klassisches Marketing. Ich machen ein Firmen-Weblog, englisch: "Corporate Blog". Das Lehrbuchbeispiel ist immer Frosta. Deren "Chef-Blogger" Felix Ahlers war auch da bei der Weblounge. Aber der Vortrag war eher dünn. Ahlers zeigte, dass der Suchbegriff "Maggi" bei Google als erstes irgendwelche kommerziellen Bewertungsseiten auswirft. Bei "Frosta" dagegen kommt Ahlers´ Blog. Weil da halt oft neue Inhalte reinkommen. Und weil die User eifrig kommentieren und den Blog kräftig verlinken. Und natürlich zieht Frosta Nutzwert raus: Wie ein neues Tiefkühlgericht heißen soll, wird schon mal via Voting im Blog entschieden. Und wenn ein Frosta-Produkt nicht schmeckt, dann erfährt das Ahlers als erstes aus dem Blog (echt?). Aber wenn das wirklich schon alles ist, dann frage ich hiermit: Was ist daran so toll?

Ganz witzig war dagegen der Vortrag von Vorzeige-Blogger Robert Basic (hier sein Blog). Er simulierte mit Hilfe des Auditoriums, wie die Blogosphäre funktioniert: Man kippt irgendwo eine Message rein, und am Ende kommt was ganz anderes raus. Gut, früher nannten wir das "Flüsterpost". Und natürlich ist das irgendwie beruhigend, vermeintlich angsteinflößende moderne Entwicklungen mittels Regression in die Kindheit erklären zu können. Na dann: Frohes Corporate-Blogging!

(Hier übrigens noch ein Beispiel für ein Corporate-Video-Blog von JetBlue Airways)

this article, by Idris Mootee, has made a very good depiction on the advertising landscape.

Google Is WPP, Omnicom and Publicis' Nightmare.

and I really like the modest head office of WPP!! really coooooooool

WPP, Omnicom, Publicis, Interpublic are the giants in advertising industry, they look quite like a dwarf in front of google.

What's the relationship between Google & the Agency groups? Friend? Frienemy? Enemy?

It really depends on Google...I think Google can the one to change the game

(Aad Boon, Publicis in tijdschrift Marketingtribune ' Eigenheid is de sleutel tot succes' juni 2008 )

So without further delay, The inaugural Digital Round-up for June 2008...

Google Applying Cookie Data: Despite the cries of privacy advocates, this can be a major breakthrough in online advertising. A few years ago Google changed its privacy policy to state that they might eventually use cookie data to "display customized content and advertising." Apparently a securities analyst has discovered that they are indeed doing so, and this was confirmed by Google. Well, I certainly hope so!

I am waiting for the true integration of Google and Doubleclick units, and although this will present a fine privacy line as it relates to the personally identifiable data that Google does indeed have via Gmail etc, there should be an easy way of firewalling that data if need be. We live in a data driven world folks. This is the future of content and marketing distribution. Creating increased relevancy for the consumer is a good thing. I have posted many thoughts on this matter, and I expect that we will get past the perceived privacy issues as we have with every other aspect of digital marketing to date. Doubleclick has been the martyr of at least one round of this issue in the past. Relevancy is a benefit, I wish we could all just get over it and move on.

Microsoft Acquires Semantic Search Technology: After the failed attempt at acquiring Yahoo, Microsoft last week announced the acquisition of semantic search company Powerset. Of course this was in the works for a long time , but the timing of the announcement was classic. Does Microsoft + Powerset = a threat to Google? Not in a million years. The momentum of Google's stronghold on search is going to be tough to beat, or even compete with, as Yahoo and Microsoft have both learned the hard way to date. But the advances in semantic technology will in theory make for better search experiences over time, and this is Microsoft's first step in the direction of developing a new search mouse mouse trap, or least improving the existing one. I've reported previously about Yahoo adopting semantic web standards, and have predicted that the application of semantic technology will fuel the next evolution of the web itself. In the increasingly data driven world we live in, I fiercely stand by that prediction.

Nokia Acquires Remaining Part of Symbian: It's no secret that consumers' and marketers' dependence on the carriers for on-deck mobile opportunities will change over the next few years. Nokia has been making headway in the mobile advertising space, and the acquisition of Symbian should prove to be part of paving the road to the golden goose. Symbian currently runs on over half of the smart phones in the global market. However, with Apple's iPhone and the soon-to-be-rolled-out open platform "Android" from Google, Symbian's market share can be eroded quite easily. By standardizing an open platform, Nokia should be able to entice additional development and remain a major player in the mobile OS world.

More Print Shift To The Web: The LA Times slashed 250 jobs last week, the findings - consumers don't have the time to read the paper anymore. Editor Russ Stanton stated that "The Web and print departments will be merged into one operation with a single budget, and the company will also refocus on being more versatile. We've heard these sentiments before, and we'll here them again from others.

Average TV Network Viewer Age = 50 Years Old: Of course this varies from network to network (CW median age is only 34), but the trend shows that TV viewing audiences are getting older as media continues to fragment. It's a brave new world out there, and as digital media consumption increases, we need to solve some of the basic issues that have plagued our industry since the dawn of online marketing history, including establishing more industry level research and data on the correlation of various aspects of advertising as it relates to effectiveness, as well as educating marketers about digital measurement in general. It still boggles my mind how many marketers (and agencies for that matter) mis-align their KPI's (key performance indicators) with their objectives, or chose to use irrelevant metrics like CTR. There's a lot of experimentation happening with emerging media, and most have not mastered the basics yet. A year has past since I published an article in MediaPost on this very subject, and on an industry level I haven;'tseen  or heard of much change.

MySpace & Facebook - Battle of The Redesigns: Facebook is quickly catching up to MySpace's market dominance, in part due to the open platform for developers and the streamlined nature of the profile design and application of the social graph. With Facebook's upcoming redesign,  applications will be moving to a separate tab, and the news feed will become even more prominent than it is currently. This is a big change amid marketers'  experimentation revolving primarily around launching applications and subsequntly trying to foster participation.  Meanwhile MySpace rolled out a redesign a few weeks ago, which was primarily focused on streamlining the chaotic mess of  a structure that was once consumer profiles. Cleaner navigation and increased applications of the social graph has been Facebook's strong point. and MySpace's achilles heel. MySpace had no choice but to update., and 'they done good'. Even though they are a leader today, there always exists the chance of  MySpace getting displaced as we have seen with other social networks like Friendster.

Publicis Consolidates and Creates Vivaki: Next in the big agencies to announce the consolidation of digital assets is Publicis. WPP and Carat have already sone so in varying capacities, and inevitably all the others will follow suit soon enough.  Note to David Kenny & Jack Klues: the first step to proving that Vivaki is the right digital solution is following best practices. That 10 second flash intro on the new Vivaki website needs to go! Rishad, same to you buddy on the Denuo site.

This is a topic near and dear to my heart, and I often write about the morphing agency structure. The fragmentation of media and the shift to a data driven marketplace has created a shift of general marketing strategy from the creative agencies to that of the media agencies. Many of the holding companies have even developed units that specifically specialize in the development and stewardship of strategy. We will continue to see re-bundling of agency services, although to a degree the specialist is needed more than ever . Agencies must attract and recruit specialized individuals to ensure the proficient execution across an ever growing palette of channels. We have seen many senior digital agency execs moving to the client and publisher side as an additional trend lately. Integration of services to offer a big picture approach while maintaining proficiency in the specialties will be the new agency positioning.

Social Media As A Formal Discipline?: As the opportunity cost of not monitoring the conversations and interactions surrounding your brands and products increases, the role of full time Social Media Strategists and Community Managers  have crept into recent rounds of recruitment for marketers and agencies alike. The required commitment to the social media ecosystem has made it apparent that the attention of at least one full time staffer on the agency or client side is going to be a requirement at some point for all brands.  Although brands can have their agencies assign a full time person assigned to their brand (today there are many specialized and integrated agencies who offer social marketing services), there is an economic reality that brands may be best served in this manner internally, with support from agencies for specific tasks and projects. It's far too early to tell, but if I were a major brand I'd be looking for  an internal manager at this point. The costs of the monitoring tools are coming down and the players are becoming more diverse. The social media ecosystem is evolving before our eyes, it's a lot to keep up with. Brands must commit to be committed - hire a social media manager or at least an agency that can help you wrap your arms around what's happening in social media and what it means to your brand.

]]> http://sitemarca.wordpress.com/?p=1252 Thu, 03 Jul 2008 11:54:39 +0000 sitedit http://sitemarca.wordpress.com/?p=1252 La central de medios del grupo Publicis realizó un foro digital con los principales directivos de las empresas digitales y de la industria de la publicidad. La reunión, llevada a cabo en Miami los días 28 y 29 de mayo últimos, tuvo como objetivo propiciar intercambios de experiencias en materia digital entre las empresas líderes en el mercado y de esta manera, difundir los últimos avances en el área creando con ello una red de contactos a través de la cual fluyan conocimientos y cooperación entre las diferentes corporaciones.

El foro estuvo basado en la visión del grupo SMG que considera la integración de un pensamiento digital de raíz, a través del concepto de “Conexiones que Cautivan”, mismo que le dio tono al Foro y sirvió como marco de referencia para que los expertos compartieran sus pensamientos y experiencias.

Dos temas que ocuparon un lugar especial fueron el Marketing Móvil y digital y las Métricas cruzadas de medios ya que ambos están generando gran atracción en la industria.

Durante los dos días que duró se llevaron a cabo actividades que incluyeron presentaciones, paneles y discusiones expuestas por altos directivos y expertos del medio, tales como: MSN, Terra, Yahoo, Myspace, Google, .Fox, Starmedia, Netpeople, Pixel y SMG.

Agência: Publicis, Brasil

Google, PayPal And Microsoft Launch Digital ID Scheme -- Google, Microsoft and eBay-owned PayPal want to make online authentication simpler and safer by introducing what they describe as digital wallets. The companies are among 15 founding members of the Information Card Foundation (ICF), which is officially launching this week. Other founders include Equifax, Novell and Oracle. The ICF wants to bypass the need for login and password details when accessing secure sites or purchasing items online. Instead, using digital information cards, users will be identified by simply clicking on an ICF logo on any partner site. The foundation says such a system would eliminate the need to have multiple login identities and reduce the risk of phishing from hackers.

Microsoft Offered $1 Billion For Yahoo Search; Plus $8 Billion Investment; Wanted 10-Year Exclusive -- Yahoo has sent another open letter to its shareholders, in an attempt to allay any fears about renewed talks with Microsoft, following the Google deal. Besides a repetition of why the Google search deal makes sense, it has disclosed some new details of what MSFT proposed in a sub-set deal following the first proposal of outright buyout of the online company. Some details from the letter: “Rather than acquire our whole company as it had been proposing for months, Microsoft now proposed to acquire only our search business for $1 billion and a share of future search advertising revenue. This proposal also included an $8 billion investment in Yahoo but required Yahoo! to commit to a 10-year exclusive arrangement that would have made us dependent on Microsoft for all of our search business.

Meebo Joins Forces With Social Net App Developers -- Instant-message site Meebo today is expected to announce partnerships with social network application developers Buddy Media, Commagere Ventures, FrozenBear, K-Factor Media, Mesmo TV, Rockstarted, Spicerack Media, Trippert Labs and Unit 501. The deals allow Meebo to syndicate its API-powered embedded chat rooms -- Meebo Rooms -- inside their social applications. 

Microsoft, Google And Others Agree To Electronic Health Records Standard -- In a move designed to prompt more people to store their medical records online, Microsoft (NSDQ: MSFT), Google (NSDQ: GOOG) and several others have agreed on privacy standards to protect patients’ information. The list includes WebMD (NSDQ: WBMD), MedicAlert, AARP, Consumer Reports publisher Consumers Union, BlueCross BlueShield, and other insurers.

NBCU Will Provide Advertisers With Streaming Metrics For Specific NBC.com Shows -- Trying to carve out another space where it differs from the competition, NBC Universal is claiming first-in status when it comes to providing metrics on streaming media to advertisers. Starting next month, NBC Digital Entertainment says it will use Nielsen Online’s VideoCensus to provide online streaming data by show in addition to the more common network-wide stats for NBC.com. The rationale: advertisers have been asking for it and NBC, the first broadcaster to tag streaming video for VideoCensus, thinks the numbers are accurate.

WPP Revenues Grow 4.5% Despite European Slowdown -- Advertising giant WPP say like-for-like revenues grew 4.5% in the first five months of 2008 but warned of slow growth in developed markets. The growth figure, which excludes currency fluctuations and acquisition impacts, was aided by faster growth in emerging markets. However, WPP warned that growth in Western and Continental Europe, started slowing down in Mar, despite some recovery in Germany. WPP's overall revenue growth was down 0.3% over the five months, compared to Q1 growth of 4.8%, reports the Financial Times. However, revenue grew 20% in the Middle East and 14% in Latin America.

O grupo Publicis anunciou ontem a criação da Vivaki, divisão global para a área digital, que irá aproveitar as competências do grupo provenientes de agências como a Digitas, Starcom MediaVest e ZenithOptimedia para desenvolver novas ferramentas para os clientes. “Estamos a dar um passo decisivo e transversal, modificando profundamente a organização do grupo, ao redireccionar os investimentos para a área digital, instituindo uma mudança significativa na nossa abordagem profissional”, declarou Maurice Levy, CEO do grupo Publicis.

sometimes, i think they're really like a 歡喜冤家 (i dunno how to call it in English)

http://adage.com/cannes08/article?article_id=127921

WPP Group CEO Martin Sorrell, who moderated a "Cannes Debate" seminar today, opened it up by asking panelists from both paramours (Google & Yahoo) what's with their "new love affair."

Maurice Levy, said he wasn't concerned about the Yahoo-Google deal and the potential for higher keyword prices. He also poked at long-term rival Mr. Sorrell and his habit of characterizing Google as a "frenemy."

Au début j’avoue que j’avais une idée plutôt précise de mon premier stage. Un taf’ en agence de pub, un truc de beau gosse qui n’aime se branler toute la journée au milieu du champagne et des putes. Cependant plus l’année avançait et plus j’entendais des échos assez flippants venant de mes camarades plus âgés. Stagiaires crucifiés entre deux photocopieuses, dépression nerveuse et avilissement informatique m’attendaient au tournant. Là je me suis rappelé ce que j’avais bullshité à l’entretient oral du concours de l’école, à savoir que je voulais postuler un jour chez Ubisoft et moi zaussi faire des jeux vidéos ! Yey ! Voilà comment je me suis retrouvé sur le site des RH de la boîte à chercher une offre correspondant à mon meilleur profil. Chef de produit, ça a l’air bien cool ça tiens !

Je m’apprêtais à envoyer une demande d’entretient quand sur mon MSN un pote me hurlait in extremis de retenir mon geste. Lui même employé d’Ubisoft, il me tint à peu près ce discours :

- Mon dieu non BenReilly !!! Chef de produit c’est un boulot de merde ! Sans déconner tu veux vraiment vendre des boîtes et des livrets alors que tu pourrais utiliser tes skills pour influer sur le contenu de la dite boîte ?!

Fuck il avait raison. La véritable fondement de mon désintérêt pour les agences de pub, c’est que j’en avais marre de vendre les packagings des autres et que je voulais participer au dedans de la boîte. Buvant les paroles de mon ami, je le laissais transférer mon CV à la responsable du département des tendances d’Ubisoft. A ce moment là, j’avoue que je n’avais aucune idée de ce que l’on pouvait bien y faire.

Mais dans l'intitulé département de tendances, il y a tendances et ça sur le papier c’est un peu comme le nom de mon école, ça en jette un max. Quelques jours plus tard, je recevais un coup de téléphone, puis un autre, puis un rendez vous. Tout ça pour finir avec ma signature sur un bout de papier, scellant mon allégeance avec Ubisoft.

Oui j’ai zappé le processus de recrutement exprès, mais c’est parce qu’il faut que j’alimente mes futures notes. Pas de suite cependant vu que demain je parlerais de la fin de mon stage. J’aime la déconstruction narrative et ça laissera plein de blancs à combler. Bwah ah ah que je suis maléfique.

BONUS STAGE !!!

Vu le titre de la note, fallait s’y attendre. Je sais pas pourquoi je suis en pleine régression Offspring musicalement ces derniers temps. Peut être la sortie du nouvel album, ou bien la disponibilité des classiques sur Rock Band.

PARIS (Reuters) - Publicis (PUBP.PA: Quote, Profile, Research, Stock Buzz) expects to hit its goal of making 25 percent of sales from the Web and the same proportion from emerging markets ahead of its target date of 2010, the French advertising group's chief executive said.

"In the first three months of the year, 18 percent of our sales came from the (Internet) and the interactive sector," Maurice Levy told business daily La Tribune in an interview to appear in Monday's edition, and released ahead of publication.

"We had fixed the objective of reaching 25 percent by 2010 and we will make it. The same thing goes for emerging markets, we're already at 21.3 percent. We'll reach the 25 percent with no problem," he said.

Asked whether the targets could be reached before 2010, Levy said: "In both cases, I hope well before 2010. What would be the point of fixing objectives if it's not to beat them?"

Levy said the group's position in the Internet and digital sector had been strengthened by its recent acquisition of digital ad company Digitas last year.

He said its cooperation deal with Google (GOOG.O: Quote, Profile, Research, Stock Buzz) also offered "strong potential," but he gave no details.

Levy said Publicis had some 3 billion euros ($4.60 billion) in cash or available credit lines for possible acquisitions.

"Today we're mainly interested in the digital sector," he said, but added: "the acquisitions to be made are very modest."

But he said there was more work to be done in emerging markets, where it was in a good position.

"We have quite a lot of growth and some investments to make in this area," he said.

(Reporting by James Mackenzie, editing by Maureen Bavdek) 

Reuters - 15.06.2008

Un burdo ejemplo de esto, pero no por eso menos claro, lo encontré en mi revisión cotidiana de Ads of the World. Ahí vi esta pieza que les dejo girando...

Anuncio: Food.
Anunciante:Pepsamar.
Agencia: Publicis Brasil.
País: Brasil.
Fecha: Abril, 2008.

A quienes sigan el blog desde hace un tiempo, y sigan mis recomendaciones ya habrán entendido de que hablo. Para quienes no, le dejo un link que había recomendado ya en una oportunidad (ver aquí).

Esta pieza muy sencilla y para nada del otro mundo, que se ríe de nosotros mismos (publicidad, diseño, packaging), no es más que la asociación de ese producto (para la acidez y la indigestión) con un viral que está dando vueltas por la red. Además del video que pudieron ver en el link anterior, les dejo otro link para que se espanten con más ejemplos semejantes a los que ven a continuación. (ver aquí)

Creo, que entre otras cosas, esa es nuestra profesión. Captar lo cotidiano para hacerlo aun más nuestro. O, como diría Mariángeles, sinéctica (hacer extraño lo conocido, o hacer conocido lo extraño).

Bonus Esférico: Una buena pieza, de una gran agencia como lo es Santo, que se ha tomado de esto es la de Arnet. Dejo girando la que creo que fue la primera de su serie...

Com movimentação de R$ 26 bilhões em 2007, o mercado publicitário na mídia tradicional cresceu 9% ante o ano anterior."Entre os dez principais anunciantes, houve expansão de investimentos em propaganda", diz Salles Neto

O ranking das agências segue a movimentação que já vinha sendo registrada nos anos anteriores. "De um lado, há a ascensão de novas agências, com perfil mais aguerrido, como a NeogamaBBH, que cresceu 72% em 2007. De outro, caem de posição grandes ícones da publicidade brasileira, como a DPZ e a Publicis", diz Salles Neto. A DPZ perdeu 21% da receita em 2007, enquanto a Publicis movimentou 40% menos.

No bloco das dez maiores, em que a Young & Rubicam permanece na primeira posição, o registro mais significativo fica para a queda da McCann Erickson, que caiu da segunda posição para a sexta. "Estamos buscando uma estabilização nas questões gerenciais, depois de vivermos um duro processo de ajustes", diz a presidente da agência, Adriana Cury.

Fonte: Ad News

METENDO O DEDO NESSE ANGU: Os números nunca mentem, fica muito claro questões como acirramento da concorrência de uma forma geral no Brasil (mais poder de consumo da população = mais concorrência = maior investimentos em ferramentas como publicidade). Outro fato interessante é a queda de algumas titãs como McCann e DPZ e o crescimento de uma nova proposta como Neogama, é meus caros, está se formando a cara da nova geração da publicidade no Brasil.

Uma ótima semana a todos.  

Pero mucho más que éso, me encanta que sea el producto anunciado el principal protagonista que resuelve y hace redondita la idea, demostrándonos una vez más que aún hay clientes que creen que la gente no es tan tonta como a veces pensamos -o ellos piensan-, y pueden entender y aceptar tan buena creatividad como esta elaborada por Leo Burnett (parte del holding mundial Publicis) en Bélgica:

Así era esta campaña y nada más. Artes bien limpios e inteligentes para Heinz en su versión picante (o extra picante), milenaria marca que casi siempre (keyword: casi) nos sorprende con geniales campañas de publicidad, de muchas agencias que dirigen su creatividad alrededor de todo el mundo.

Publicis New York ejecuta nuevas versiones de esta bonita campaña para NyQuil, un producto de la familia Vick -que se especializa en eliminar los síntomas de los resfriados sin quitar el sueño-, y que a su vez pertenece al portfolio de productos de Procter & Gamble en su categoría de farmacéuticos OTC:

Aquí las versiones anteriores de la campaña:

Y aquí su más reciente ejecución:

Una ejecución que llega para enriquecer la creatividad mostrada el año pasado para esta famosa marca de analgésicos.

Nuevamente es de llamar la atención la gran dirección de arte que maneja la filial de New York de esta red francesa de publicidad, (considerado el 4º holding mundial más importante de comunicación), que adorna sin necesidad de exagerar la buena idea creativa que admiramos.

Secuestrado de: Insightdesing

Este ejercicio le correspondió a la oficina de Publicis Polonia para el anuncio de un Clío familiar, a la vez que anunciaba un Clío normalito:

Sin temor a equivocarme, veo este oneshot para Renault como una buena ejecución, que sin ser pretenciosa logra comunicar los dos beneficios principales de dos tipos muy diferentes de automóviles y en un print, algo que veraderamente ha de ser muy difícil de lograr, incluso con un side by side.

Los tres pisos de una de las agencias más importantes de México fueron ultrajados y disminuídos al nivel de un puente de alguna ciudad perdida. Tanto el vídeo como las fotografías son muy explícitas; pueden darse cuenta gráficamente de lo que les estoy hablando.

No catalogamos estas acciones como vandalismo; de ningún modo. Tuvieron la previa autorización de un creativo importante de dicha agencia y la colaboración de algunos directivos; al parecer se trató de una especie de experimento que se salió de control, y es que los rayones que vemos en las imagenes no son grafitis, porque a menos que alguien diga lo contrario el grafiti que a todos nos gusta ver es un arte alternativo muy diferente a lo que plasmaron en Publicis Arredondo / de Haro.

Personalmente puedo decir que me encanta este tipo de cultura, hay gran variedad de exponentes muy conocidos en todo el mundo y que son dignos de respeto porque generan un arte verdaderamente excepcional; lo que vemos aquí es simplemente rayones sin sentido e insultos que no "inspiran" a tener mejores ideas, como fue pensado en un inicio.

Aquí el vídeo:

[dailymotion id=x5f7ai]

Aparentemente la agencia ya regresó a como la conocíamos, ya que los más altos mandos decidieron cubrir los grafos, cosa que se antoja muy complicado y con muchas capas de pintura.

Sinceramente creo que fue una gran idea de la agencia, pero mal ejecutada. Caso nada atípico en este medio.

Na categoria Televisão, o filme “Distribuição” foi galardoado com um prémio de Prata e o filme “Fábrica” com um de Bronze, não tendo sido atribuído em TV nenhum ouro. O filme “Distribuição” foi também eleito o melhor filme na categoria de realização, sendo distinguido com o prémio de Melhores Efeitos Especiais, prémio também atribuído ao filme “Fábrica”.

A campanha da Água das Pedras, assinada pela Publicis, permitiu reforçar o posicionamento da marca no território da Natureza, consubstanciado em “O Poder da Natureza é infinito”. Criado pela Publicis, este conceito está em total sintonia com a real naturalidade da Água das Pedras, sua uniqueness. A ideia criativa “Criada pela Natureza, Intocada pelo Homem”, potenciada pela utilização dos animais no seu habitat natural, leva até às últimas consequências a naturalidade da Água das Pedras. Esta promessa aliada à real naturalidade do produto, encerram em si mesmo um conceito extremamente forte e único que tem permitido formas criativas coerentes, inovadoras e relevantes para o consumidor. Esta criatividade da Publicis para Água das Pedras, agora duplamente premiada, a par de contribuir para o crescimento da quota de mercado da marca (num cenário de quebra geral da categoria em que se insere), vem estimular o laço emocional com o consumidor, tornando-a cada vez mais numa lovemark.

Creative B- Creativity and Digitas were never interchangeable, yet mechanism has peaceably improved imaginative chops. It worked with AOL and HBO to sire "The Smart Show," an amusing Web series for Holiday Inn Express that follows a man and woman on the watch for interesting people, places and things while on a cross-country road trip. Webisodes won't receive an Oscar but are solid branded content. A refresh of GM.com made corporate situate more approachable via use of inspirational photography and clean interface with links to GM nameplates.

Emerging Media C+ Digitas took American Express into unheard of territory with "The Members Project," an aspiring program launched in May to tap into crowdsourcing. Digitas created coil on consumer-generated content, asking for submissions for projects to improve our quality of life. Site attracted over 7,000 ideas, and American Express cardholders voted a safe-drinking-water launch as winner. Digitas also led Astra-Zeneca into its win social marketing by building community site for breast-cancer survivors. Management B- Digitas turned in well-constructed financial performance in 2007, making Publicis CEO Maurice Levy's $1.3 billion flutter that the agency will be digital engine of the holding following look feasible.

First year under Publicis brought several changes. Digitas CEO David Kenny took hint role in shaping digital strategy of Publicis. He elated Laura Lang to CEO of Digitas USA, with Alan Rutherford recruited from Unilever to prospect Digitas Global. Acquired French digital firm Business Interactif (June) and CCG in China (July).

Through a restructuring, Digitas gained Modem Media's service in London. It also combined its healthcare accounts with Medical Broadcasting Corp., the interactive healthcare against bought in April.

Kenny launched Prodigious Worldwide, an outsourced digital-production arm for Publicis agencies. Comments After a year of getting its build in place, Digitas is game to affirm whether it can serve as fulcrum of Publicis' digital strategy. Lang is homing in on Digitas moving beyond its direct-response roots to imagine agency that can lead with ideas for building brands.

But it still must prove it can devise the big idea that can be executed in several channels.

With all due respect to article: link

SAN AGUSTÍN
El más grande de los padres de la Iglesia y uno de los más eminentes doctores de la Iglesia occidental. San Agustín nació el 13 de noviembre del año 354 en Tagaste, Numidia (hoy Souk-Ahras, Argelia).

El título sólo le queda al calce al gigante de la red y lo tiene bien merecido. ¿Quién puede concebir el mundo de hoy sin poder encender su computadora y googlear algun término, esperar unos microsegundos y obtener puertas infinitas y ventanas sin igual a gran cantidad de información, imágenes, ideas y pensamientos?

El título sólo le queda al calce a Google –por cierto actualmente la marca más poderosa del mundo-, misma que aparentemente ya hacía ruido desde hace tres mil años.

Así lo explicaba el español Miguel Ángel Furones –actual consultor global activo de la red Leo Burnett (misma que pertenece al holding Publicis) y ex-director creativo mundial de la misma Leo, sucedido por Mark Tutssel-, en una charla con un sensacional toque poético que sostuvo hace unas semanas en el FIAP, en la que explicaba con gran certeza la función y momento del actual motor de la Internet llamado Google:

“Avanzo hacia los campos y los espaciosos palacios de la memoria donde se encuentran los tesoros de imágenes innumerables, transportadas allá desde las cosas de toda especie que los sentidos perciben. Se almacena allí todo cuanto pensamos, ya por ampliación, ya por disminución, ya por otra clase de variación de las cosas que aporta el sentido; y todo lo que, no habiendo sido aún devorado y enterrado por el olvido, se ha encomendado y atesorado allí.

Cuando entro allí, demando al punto lo que quiero se me aparezca, y al punto comparece alguna cosa; otras cosas habrán de ser buscadas por largo tiempo, como si se encontrasen fuera de cierto receptáculo interno; otras salen precipitadamente en tropel y, en la búsqueda y pesquisa de la cosa deseada, comparecen como diciendo: ‘¿Es esto por ventura?’. A éstas las expulso, con la mano de mi corazón, de la faz de mi memoria; hasta que aparezca, sin velos y a la luz, la que yo quiero, saliendo fuera de su lugar secreto.

Advienen prestamente otras cosas, en orden ininterrumpido, según se las ha convocado; al frente, aquellas que abren paso a las siguientes; y según abren el paso se ocultan de la vista, aprestándose a comparecer a voluntad”.

Es soprendente la redacción y la presencia de Google en cada frase. pero lo más extraordinario deriva en que Furones citó un texto escrito por San Agustín, extraído de su libro titulado Confesiones, en el que explica cómo funciona su memoria, mismo que fue escrito en el año 398.

Tal parece que alguien sabía de lo que hablaba, y sus palabras tienen un gran eco que se repite después de 16 siglos. Maravilloso.

GoldSpot Media's ad-insertion solution adapts the inventory and revenue-sharing business models used for TV and optimizes them for personal mobile communications platforms.
 
The solution enables personalized, interactive ad insertion and replacement in rebroadcast TV content as well as short clips over 3G communication networks. By leveraging Denuo's knowledge of the mobile consumers' preferences and buying process, GoldSpot Media wants to enhance its offerings to meet the mobile television and video average revenue per user (ARPU) projections of mobile service providers around the world.

GoldSpot Media offers ad-insertion solutions for mobile TV and video. And Denuo is the media futures unit of Publicis Groupe, S.A. that deals in digital and online advertising, media consulting, and healthcare communications.