pizza friday 191
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A granny invasion. In defense of boots.Following luggage. More amazing stuff in this week's Pizza Friday.TRANSCRIPT
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THE NEWS
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Wall Street Journal*&%@#! and Other Ads Trends for 2012Madison Avenue's New-Year Predictions Include Racier Content, Mobile a Go-Go, Apps Galore, Facebook Fatigue and More
Thanks to technology, what's old is new again. At least that's what advertising
executives predict for 2012.
Television and magazines ads have been pronounced dead more than once on
Madison Avenue, of course. But technology breathed new life into those mediums
last year, with YouTube extending viewership for TV ads and the iPad making print
ads sexy again.
Technology is expected to continue to invade and rejigger every aspect of advertising
in the new year, according to ad executives.
"In 2012, advertising will be more than ever the intersection of technology and
storytelling," says Christian Haas, executive creative director at Goodby Silverstein &
Partners, a unit of Omnicom Group Inc.
http://online.wsj.com/article/SB10001424052970203899504577129021841047502.html
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All you have to be is beloved, or at least respected, for how you conduct yourself as well as what you sell. That truth was documented by Rajendra S. Sisodia, David B. Wolfe and Jagdish N. Sheth in their 2007 book "Firms of Endearment," a study of what they call "stakeholder-relationship management."
They selected 30 companies that they deemed driven by purpose rather than by slavish devotion to quarterly earnings. Less paradoxically than it would appear, in the authors' view, these businesses built value for shareholders by not obsessing about them. The companies included Honda, Trader Joe's, The Container Store, Southwest Airlines, Wegman's Food Markets, Commerce Bank, Best Buy, BMW, CarMax and eBay.
Lo and behold, over a period of 10 years, the Firms of Endearment wildly outperformed the rest of the corporate universe and continue to do so. We updated the FOE data to reflect the 15 years between 1996 and 2011. In that span, during which the benchmark S&P average was 157%, FOE companies grew an average 1,646%. During the past three economically disastrous years, the S&P rose 3.3% on an annualized basis. The FOE index was up 21.06%.
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Andersson argued that the choice was made because it simplified the process of the photoshoot and also that customers can focus on the clothes rather than the models. He explained, “The result is strange to look at, but the message is clear: buy our clothes, not our models.”
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AdWeek: Auto Dollars Drive NBC Super Bowl SelloutNetwork fetches $3.5 million for each 30-second spot
Like the return of perennial AFC powers the Pittsburgh Steelers and the New England Patriots to the
NFL postseason, there's nothing inherently surprising about NBC selling out its available Super Bowl
inventory well before the opening kickoff. What's unusual this time around is that the network looks
to have outpaced Fox's record automotive haul of a year ago.
According to Seth Winter, svp of sales and marketing for NBC Sports, the last of the 35 minutes of
in-game ad slots for Super Bowl XLVI was sold shortly after Thanksgiving. On average, sponsors
ponied up $3.5 million per 30-second spot, although at least one late entry paid as much as $4
million.
This year's game is scheduled to take place in Indianapolis on Sunday, Feb. 5.
Even before the 2011-12 National Football League season kicked off on Sept. 8, NBC was down to a
mere handful of units. The average spot cost represents an increase of 17 percent from the $3
million price Fox commanded for its Super Bowl XLV broadcast. Moreover, NBC's pricing represents
a 57 percent hike from 2002 when Fox sold units in the Pats-St. Louis Rams nail-biter for some $2.2
million a pop
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To Promote Brisk Tea, Pepsi Enlists Yoda
PepsiCo is piggybacking on the release next month of Lucasfilm's "Star Wars:
Episode I - The Phantom Menace 3D" to promote its Brisk iced tea and juice
drinks.
This week, the company is introducing new product packaging and a new
mobile game app - featuring Yoda and Darth Maul, characters from the film,
originally released in 1999 - created for Brisk's target market, young adults,
particularly males, ages 18 to 29. The initiatives will be the focus of the largest
multimedia advertising and marketing campaign that PepsiCo has ever waged
for Brisk.
PepsiCo has bottled and marketed Brisk, a Lipton ready-to-drink tea brand,
through a joint venture with Unilever, owner of Lipton, since 1991. It has also
worked with Lucasfilm to promote the "Star Wars" franchise since 1997.
The new campaign is the brainchild of Mekanism, the San Francisco-based
agency PepsiCo hired in 2010 that revived Brisk's clay-animated commercials
from the mid-1990s. The original spots parodied figures like Frank Sinatra and
Babe Ruth, while the new Mekanism Brisk ads have featured Eminem - in a
Super Bowl XLV commercial - as well as Danny Trejo and Ozzy Osbourne.
http://www.facebook.com/brisk
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http://www.youtube.com/playlist?list=PL27D1C31944A46E15
MIKE’STOP 5
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CREATIVEPRINT
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OUT-OF-HOME
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Domino's has unveiled Augmented Reality billboards in the UK that allow you to order straight from the billboard with your mobile. Consumers can scan the posters, placed over 6,000 sites and communicating a special '555' deal, with their smartphone, download a mobile ordering app and become a Facebook fan, all while standing at the bus-stop or walking down the street. The company worked with AR specialists Blippar to develop the technology.
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SOCIALMEDIA
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http://www.facebook.com/bullritos?sk=app_232116806849142
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Nestle-owned dessert brand Skinny Cow has
made it easier to share your New Year's
Resolutions with all and sundry with an
interactive 'Resolution Wall', on its Facebook
page. Developed by Smith Brothers, the app
allows fans to post one resolution per day,
choosing their own font and theme for their
post. As well as shareing their personal
resolution, they can explore, sort, and 'like'
other resolutions submitted by fellow fans.
Skinny Cow will also award a special offer to
the first 15,000 people who post to the wall.
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Burberry is now officially the
brand with the greatest number of
Facebook fans, at 10 million. To
celebrate, chief creative officer
Christopher Bailey personally
thanks fans on this video released
on its Facebook page, alongside
a new YouTube campaign
featuring actor Eddie Redmayne
and model Cara Delevigne.
The fashion brand has
wholeheartedly embraced digital
with initiiatves such as live-
streaming fashion shows and its
Retail Theater iPad shopping
event.
http://www.facebook.com/burberry
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ONLINEVIDEO
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http://www.youtube.com/watch?v=ocbxS5aWUSo
Where does your bag go after it leaves you and goes into the mysterious hinterland behind check-in? This online film for Delta by Wieden + Kennedy New York sets out to show us. Delta's Fly Delta app, developed by AKQA and launched last year, now has a feature allowing customers to track their baggage. iPhone users can scan the bar code on their baggage receipt to track their bags. To highlight the feature, W+K strapped six cameras to a bag travelling from Atlanta to New York, and let it film the places we never see.
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INNOVATION
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http://www.youtube.com/watch?v=GIabef4xXog
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VIRALVIDEO
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http://adage.com/article/viral-video-charts/viral-video-chart-australian-gay-marriage-vid-impacts-globe/231438/
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INSIGHTS INTO HUMAN
BEHAVIOR
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Pizza Friday is Numantra’s weekly venue for reviewing the
latest 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 fresh insights, accountable solutions and kick-ass results was born.
Find out what Numantra can do for you.
Visit numantra.com for more information.