14 out of 16 entires converted to metal…

…spread across Bronze, Silver and Gold.

2 disciplines…

1 agency…

2009 is the year of the RED.

Ogilvy & Mather

BRONZE ARAW:

1. Film, Best in Sound Design:

Healthy Options “Teenager”

2. Radio, Single Entry

Pond’s Clear Solutions “Slip of The Tongue”

3. Digital

Banner: Nike, Basketball “Balloon”

Viral: Motorola Philippines “Motorola Razr Slashfest”

Viral: Nike, Manny Pacquiao “Give Us This Day”

Viral: Nike, Manny Pacquiao “War of Words Promo”

Viral: Nike, Manny Pacquiao “Ang Mamatay ng Dahil Sa’yo”

Website: Nike “Team Pilipinas”

Website: Nike, Nike Women “This is Love”

4. Araw Media

Best Use of Outdoor: Pond’s Clear Solutions “Siren”

5. Outdoor, Ambient and Point of Purchase

Craft, Best Illustration: Clarity “Mary”

SILVER ARAW

1. Outdoor, Ambient and Point of Purchase

Ambient, Special Builds: Nike Hyperdunk “Flywire”

2. Digital

Website: Nike, Manny Pacquiao “Prepare for Battle”

GOLD ARAW

Outdoor, Ambient and Point of Purchase

Pond’s Siren

THE YEAR-END BONUS GOES TO…

MEGAMIIIIIIXXXXXX!!!

Lord, kahit isang malupit lang.

Amen.

+AMDG+

2009 ARAW AWARDS Official Finalists (for Ogilvy & Mather and OgilvyOne)

Film (Single Entry)

Radio (Single Entry)

Outdoor, Ambient and Point of Purchase (Single Entry)

Araw Craftsmanship, for Outdoor, Ambient and Point of Purchase

Digital, Single Entry

Araw Media, Single Entries

The Anxiety Index is an interesting part of the JWT network. Launched in February 2003 during the run-up to the war in Iraq, it tracks the levels and intensity of consumer anxiety and, importantly, the drivers of anxiety. The index examines safety and security concerns—the threat of terrorism, potential and current military hostilities, crime, etc.—and economic worries, such as the cost of health care, the cost of living and job security.

The AnxietyIndex also uncovers consumer insights that help inform business and marketing strategies during times of high or low anxiety. Certainly something to watch.

EDIT: In case you can’t be bothered to read the comments, check this interesting link out (cheers Guy) – Ogilvy on Recession.

Konditoriföretaget Delicato (och Ogilvy) fick ett hederspris på den senaste 100-wattaren för sitt mod i den långsiktiga vården av varumärket. Alla känner igen kampanjen med Delicatoprodukter som marknadsförs med ord som garanterat fiberfri. Självklart ett smart drag att, istället för att panikslaget följa med strömmen och försöka ta fram nya fettsnåla och omega 3-bemängda kondisbitar, istället lyfta den njutning och faktiska glädje som några rejält kaloribemängda tuggor Delicato kan utgöra.

Livet är inte enbart kruska och kli, tagelskjorta och saltgruva. Inte för mig, inte för dig, inte för någon. Det vet alla, men ändå får vi ett gigantiskt dåligt samvete då vi någon gång festar loss och intar lite socker och mättat fett.

För några veckor sedan presenterade Konsumentföreningen Stockholm en granskning av marknadsföringen av naturkosmetik. Konsumentföreningen kritiserar marknadsföring som bygger på att lyfta vad produkterna inte innehåller istället för tvärt om. Kanske kan hudvårds- och kosmetikföretagen prova Delicatostilen och starkt poängtera enbart de aja-bajaklassade ingredienserna? Ny ansiktskräm baserad på enbart mineraloljor och onaturliga tillsatser, ett icke alelrgitestat läppstift med stora mängder syntetisk parfym baserat på lusblod. Någon som vågar prova?

Fiberfri, vinnande kampanj.

Warum gibt es hier eigentlich eine Rubrik Arbeiten | Projekte wenn da nichts neues gepostet wird? Ganz einfach – ich bin immernoch bei Ogilvy und die Mindestensvierzigstundenwoche macht doch sehr müde und bietet kaum (keinen?!) Platz für freie Arbeiten. Kleines Update: ich habe das Praktikum um einen Monat verlängert und werde also noch bis einschließlich Januar zwischen Wiesbaden und Frankfurt pendeln.

Da im kommenden Semester meine Bachelor-Thesis ansteht, musste ich was den ganzen bürokratischen Kram angeht etwas tricksen. Theoretisch ist es an der FH Wiesbaden (pardon, Hochschule RheinMain) nicht möglich in dem Semester vor der Thesis sein Praktikum abzuleisten wenn man es rechtzeitig anerkannt bekommen möchte. Machmal erinnert mich die unnötige Anzahl an Vorschriften an das Haus, das verrückt macht aus Asterix.

Wie auch immer: heute habe ich es tatsächlich geschafft meine Praktikumszeit bestätigt zu bekommen. Teil der Dokumentation ist ein Entwurf für ein Plakat. Da ich hier gerade so viel Kaffee trinke wie schon lange nicht mehr, wurde mein Weggefährte, die Kaffeetasse, zum Helden meiner Umsetzung…

Bis zum Praktikumsende werde ich sicherlich mehr als 30 Jobs abhandeln aber so zumindest der momentane grobe Stand.

The marketing climate has been evolving at an extremely fast pace, many of the old marketing ideas and methods are on the verge of extinction.  Dr. Vinton G. Cerf, Google’s Chief Internet Evangelist describes it in this Ogilvy interview.

The key point is the difference between Advertising and Information Delivery.  Targeting your marketing efforts with precision will allow you to deliver the right message to the right audience.  A precision guided marketing campaign will provide new levels of efficiencies and effectiveness.   As the channels and platforms for which you can reach your audience continue to splinter your ability to target and deliver a sustainable brand message will become imperative.

Crepúsculo, adaptação para o cinema do best seller homônimo de Stephenie Meyer, chega com exclusividade à Rede Telecine no dia 14 de novembro. A novidade desta campanha é a parceria inédita com a Paris Filmes. As empresas divulgam os dois filmes da franquia – Crepúsculo no Telecine e Lua Nova nos cinemas. Todos os anúncios que estarão em jornais, revistas, mobiliários urbanos, spots de rádios e cinemas, entre outras mídias, levam os dois serviços: o lançamento de Crepúsculo na TV brasileira no dia 14/11 e de Lua Nova nos cinemas a partir de 20 de novembro. A agência Euro RSCG Contemporânea é a responsável pela mídia impressa e a OgilvyInteractive desenvolveu as ações para a web.

O plano de mídia contempla anúncios de página simples em revistas (Veja São Paulo, Veja Rio, Gloss, Quem, Capricho – edição especial Lua Nova) e jornais (O Estado de São Paulo, Folha de S.Paulo e O Globo). Na revista Capricho será encartado também um anúncio-pôster. Haverá chamadas do filme nos canais Globosat (GNT, SporTV, SporTV 2, Multishow, Globo News e Universal Channel) e spots nas rádios Mix FM, Metropolitana FM, Alpha FM, Nova Brasil FM, OI FM e Jovem Pan FM, todas de São Paulo. No Rio de Janeiro, o material será veiculado nas rádios Mix FM e Paradiso FM.

A campanha inclui a utilização de mídia exterior em diversas cidades. No Rio de Janeiro, as imagens de Crepúsculo estarão em bancas de jornal (RJ), busdoors, ônibus de condomínios e chamadas em elevadores comerciais. Em Brasília, serão usados painéis do filme, banners e backbus. Em Alphaville, Salvador, Porto Alegre, Belo Horizonte, Curitiba e no ABC Paulista (São Caetano do Sul, São Bernardo do Campo e Santo André) os anúncios da produção poderão ser vistos em painéis simples e eletrônicos espalhados por pontos estratégicos. No cinema serão veiculados spots de 30” em salas das redes UCI e Cinemark (RJ e SP).

Já em São Paulo, anúncios de Crepúsculo estarão presentes em relógios de rua, painéis de rodovias e busdoors em ônibus intermunicipais. O Telecine também usará meios alternativos para comunicar a exibição do filme, como caixas de pizza e cartões-postais. Uma novidade é o uso de guardanapos personalizados em bares da cidade, com uma brincadeira de paquera. Pizza Hut, Disk Cook e Pizzaria Brás são alguns pontos de vendas que fazem parte das ações. Além disso, na capital, vinhetas eletrônicas serão exibidas no Cineboteco, Frans Café, Livraria Cultura, shoppings e em elevadores comerciais.

Os frequentadores de aeroportos também serão impactados com a campanha. Os monitores dos aeroportos de JK (Brasília), Congonhas (São Paulo), Confins (Belo Horizonte), Cumbica (Guarulhos) e Santos Dumont (Rio de Janeiro) vão veicular as chamadas do filme.

Campanha Crepúsculo na web
Promoções, anúncios, site e ações em mídias sociais formam o plano para a Internet que a Rede Telecine e a agência de marketing digital OgilvyInteractive desenvolveram em parceria.  A campanha contempla banners nos endereços Pay TV News e OI FM e peças que serão veiculadas nos sites Atrativa, Cineclick, Cinemark, Hotwords, Google, MSN, Virgula, UTarget e YouTube.

Haverá divulgação direcionada em blogs, comunidades, fóruns e egroups e um game no Twitter, que vai estimular os usuários a escreverem como se fossem vampiros. Os próprios usuários do Twitter vão votar nas melhores frases.

do Adnews

Great and entertaining video from Rory Sutherland talking about advertisings role in changing perceptions and adding perceived value to existing products or services.

The diamond shreddies bit is genius.

Как сообщает Marketing Media Review, компания IDS Group совместно с агентством one-to-one коммуникаций OgilvyOne запустила интернет-кампанию в поддержку энергетического напитка Guarana.

Для продвижения основного сообщения «Не спать!» был создан сайт, на котором пользователь может получить бесплатный развлекательный контент. Сайт продвигается без помощи баннерной кампании – исключительно «посевом» в социальных медиа и вирусным потенциалом содержимого.

Креативным решением данной задачи стал сайт, на котором можно получить бесплатный нетривиальный контент. Все, что размещено на страницах ресурса, повторяет пользователю самыми разными способами: «Не спать!». На сайт выложены уникальные, созданные специально для этого проекта mp3-файлы, каждый из которых представляет собой громкий, иногда отвратительный, но все равно смешной звук, который может послужить отличным будильником или телефонным звонком для ЦА.

Основываясь на любви пользователей Интернета к видео со спящими людьми и животными, команда OgilvyOne выбрала на бесплатных видеосервисах самые популярные из них. Существующие ролики были прерваны в самых неожиданных местах фирменной совой Guarana, которая призывает зрителя не спать. На сайте также выложен для скачивания специальный «совиный» будильник, который можно настроить как для напоминания о регулярных событиях, так и как обычные часы.  Кроме того, на сайте размещен инновационный вирусный инструмент. Каждый желающий может разбудить друга, послав ему нескучную ссылку. Весь сайт был оптимизирован таким образом, чтобы по запросам «реалтон», «смешное видео» или «будильник» Google находил именно его, что только усиливает и без того немалый интерес украинцев к этому проекту.

Источник: mmr.net.ua

…am visat vagoane de tren trase de oi. That’s it! Nu ma mai uit la reclame Ogilvy dupa miezul noptii! Sunt, totusi, fericita ca n-a fost si ceva despre ochi. Sau, cel putin, nu-mi amintesc.

I was struck by WPP chief Sir Martin Sorrell’s comment on the marketing services industry at ad:tech this week. “The people who run agencies tend to be of an older vintage – to put it politely,” he said. “They tend to be resistant to change and want to spend the last three to four years of their careers travelling around the world rather than dealing with fundamental strategic issues on a daily basis.”

They should be so lucky to reach “an older vintage” these days. The number of people over 50 who are active in the ad business is a vanishingly small figure, according to Incorporated Practitioners in Advertising (IPA) figures, and it’s getting smaller all the time. One particularly endangered species seems to be the heads, or group heads, of UK network creative agencies.

To take a small but illuminating sample, Gary Leih, group head of Ogilvy (just over 50), and Tim Lindsay, president of TBWA\London (53), have both been put out to pasture recently. We could perhaps add the case of Bruce Haines, group chief at Leo Burnett, who managed to stay the course until the ripe old age of 55. And the comparatively youthful former chairman and group chief executive of Saatchi & Saatchi, Lee Daley, who moved on in his late forties to an all-too-brief spell as marketing director of Manchester United. While we’re there, let’s tie in the long time management void at the top of Lowe, and the problems in filling the top slots at Publicis UK a couple of years ago when the self-same Lindsay left for TBWA.

To go back to Sorrell, I’m not sure anyone – other than himself perhaps – is capable of dealing with “fundamental strategic issues on a daily basis”. Just one or two over a two-year period is usually enough. As far as I can see, that’s exactly what Daley, Leih and Lindsay tried to do. They all instituted fairly far-reaching management changes in an effort to meet the digital challenge subverting traditional agency structures. With hindsight, the problem seems to be that they were judged not to have gone far enough. Or, put another way, they may indeed have embraced a “fundamental strategic issue”, but they were not allowed long enough to savour their triumph. The truth is, if an agency doesn’t bring in enough big business in the first two years of your tenure, you’re likely to be turfed out in the third. The digital challenge may simply have made it a little harder to win that business in the first place.

Lindsay was probably on skid row once his agency lost the advertising account for McCain to Beattie McGuinness Bungay. He was lucky to survive the subsequent – abortive – attempt to buy BMB. Nissan had also begun to look shaky. Pinning the Media Arts rebranding fiasco on him sounds like the thinnest of subterfuges employed by a management that had long since lost confidence in him – fairly or otherwise.

De stichting Stop the Traffic heeft vorige week campagne gevoerd tegen mensenhandel. De campagne werd gevoerd op de Wallen in Amsterdam. Een belangrijk onderdeel van de communicatie was de inzet van een Bluetooth Marketing.

De campagne is ontwikkeld door reclame bureau Ogilvy, waarbij ProSurve het Bluetooth gedeelte heeft verzorgd.

Meer details en video content volgen snel.

The HSBC Champions got underway this week at the Sheshan Internaional Golf Club in Shanghai. One of the top groups to have been following was a brand battle between Camilo Villegas (J Lindeberg), Henrik Stenson (Hugo Boss) and Geoff Ogilvy (Puma) – 3 top players, 3 top brands! Villegas carded a 2nd round of 69 and places him tied 10th, Stenson shot 72 and is tied 23rd and Ogilvy shot 74 and is at tied 55th. Let’s see what the weekend can bring and see if any of these top players are able to climb up the leaderboard and catch Tiger!

For the latest J. Lindeberg, Hugo Boss and Puma Golf fashion, visit trendygolf.com!

Já no primeiro dia do Festival Internacional El Ojo de Iberoamérica 2009, saiu o resultado dos vencedores da categoria Melhores Postais Publicitários, que era dividida em 6 premiações, como já havíamos anunciado aqui. Em 3 delas, o Brasil ganhou uma Prata e dois Bronzes. A Prata ficou para Mensagem de texto, da Leo Burnett para Fiat, e os Bronzes ficaram para Mica com CD, da Fischer+Fala para Heineken e Raspe e ganhe, da Ogilvy para GRAACC.

Gostaríamos muito de colocar imagens de todos os vencedores aqui. Estamos tentando entrar em contato com as agências, procurando imagens e notícias na internet e outros meios de comunicação. Assim que conseguirmos algo, postamos aqui!

Parabéns a todos os vencedores!

In Praise of Prejudice

The primary problem with inexactitude of language is that it breeds poor thinking.  An example is the shoddy use of the word prejudice, which has caused it to be overwhelmingly understood as a synonym to racism, sexism, etc.  This bothers me.

Because there is nothing wrong with prejudice, in the properly understood form of the word.

In fact, prejudice is as positive and necessary human trait.

Prejudice as properly understood is akin to the word discrimination in meaning, specifically similar is that there is a positive connotation (and denotation) to each word.  It is good to be discriminating, say, when you have discriminating taste in wine or food.  And it is good to be prejudiced when you are prejudiced against walking down dark, inner city allies full of large men in hooded jackets alone late at night.

Of course, it can also be bad to be discriminating and bad to be prejudiced.  But the words are not absolutes.  At least not when properly understood.

But language correctness never stopped a copywriter.  A new spot for Ogilvy whose key idea is captured in the line “Our prejudices. Our invisible walls. Isn’t it time to demolish them?” makes, if you understand the word, no sense.

Prejudice is necessary (is it really proper to figure out from first principles that perhaps you shouldn’t hire as a babysitter a convicted sex offender?  Well, if you hate prejudice it is because the aforementioned decision is prejudiced against sex offenders).  Prejudice is good (if you were to taste an olive and not like it, you are prejudiced against olives unless you try every new olive because, hey, every olive is different).  Prejudice is important (it is prejudiced to think that 13 year old kids are not mature enough to drive a car, but foolish to allow them to all the same).

So as much as prejudice can be bad, as it surely can, prejudice can also be good.

And demolishing prejudice is the last thing that I would ever want to do.

Esse anúncio para a Asthma Foundation, da Nova Zelândia, usa o plástico que envolve as revistas para reproduzir o efeito de sufocamento causado pela asma. Help New Zealand children breathe easier é a mensagem, que incentiva a doaçao de dinheiro para a fundaçao. Criaçao da Ogilvy Auckland. Acho até um pouco abusivo e, definitivamente, não funcionaria no mercado brasileiro. Mas ainda assim é uma boa ideia.

Boa ideia!

Bleibt nur die Frage ob ein BMW oder Mercedes auch solche Gedanken im “Kopf” rumschwirren! Ansonsten eine wunderbare Ambient-Idee.

Werbeagentur: Ogilvy Kapstadt, Südafrika
Executive Creative Director: Chris Gotz
Art Director: Mike Lees-Rolfe
Text: Peri van Papendorp

Gefunden auf Ads of the World

Nu are nici o legatură cu cealaltă reclamă, dar asta mi-am amintit când am văzut ideea  de packaging a celor de la Ogilvy Frankfurt.

Nu am înţeles exact ce fel de fibre se vând, dar pun asta pe seama barierei lingvistice. Cu siguranţă aş ridica produsul din raft să văd despre ce e vorba.

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