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Great advertising slogans stand the test of time

“Once upon a time” is how fairy tales begin. The phrase also can apply to stories about choosing a career.

Someone in a group of aspiring advertising and design students once asked me my intended career as a teen.

Architecture, I quickly replied. Of course, a student asked why I ended up in advertising.

I quipped that advertising mistakes don’t last as long as architectural mistakes. I conveniently didn’t mention my sorry encounter with architecture’s advanced math requirements.  Read the rest of this entry »

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Cereal makers put their faith in nostalgia

In early black-and-white cartoon ads, the Trix mascot was introduced as an aberration, a rabbit who longed to escape the carrot patch. Tossing carrots aside, he proclaimed his love instead for the fruity, sugar-coated cereal. But recently, the carrots have had their revenge.

Healthy eating trends have hobbled the cereal market, as alternative options for breakfast – including fruit, Greek yogurt and smoothies – have gained popularity. As a recent report from market research company Euromonitor noted: “Sugar has become public enemy number one in packaged foods and drinks.” Consumers attempting to eat healthier are cutting out foods they consider sources of hidden sugar intake.

Packaged foods companies are hoping to combat these trends with one powerful emotion:nostalgiaRead the rest of this entry »

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Goodby Promotes Kallman and More

Goodby Silverstein & Partners has tapped Eric Kallman andMargaret Johnson to lead its San Francisco creative department, as co-chairs Jeff Goodby and Rich Silverstein take a step back from day-to-day responsibilities. Johnson is an 18-year veteran of the agency who has created work for Häagen-Dazs, HP,Nike and Logitech. She became one of the agency’s five partners in 2012. Kallman, who moves up to executive creative director, joined Goodby in March 2014 after work at Barton F Graf 9000. He is known for his work on Skittles, Old Spice, Career Builder, Coca-Cola, Kayak, Little Caesars and Ragu. Paul Caiozzo, who joined Goodby’s New York office in May, will continue to lead the creative department there.

http://adage.com/article/creative-movers/beats-goldenberg-joins-pitch-goodby-promotes-kallman/297723/

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Making Advertisements Splash in a Saturated World

Growing up Catholic meant having to go to church every Sunday. It didn’t mean having to pay close attention. One way I passed time was flipping through the weekly bulletin, which outlined the cultural goings-on in the parish that week. Seeing as this was the quaint suburbs of Chicago’s South Side, there wasn’t much to absorb, so I’d quickly flip to my favorite section: the advertisements in the back.

Among the 50 or so ads—each the same small rectangular block as the next—for local businesses, there was one that always stood out. It was for an insurance agency, and it was elegant in its simplicity. It had the agent’s face, name, phone number, and that was it. But there was one unique thing that set it apart from the rest: It was printed upside down.  Read the rest of this entry »

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15 million Apple Watches to be sold this year

The Apple Watch will sell 15 million units this year and control the majority of the world’s smart-watch market, according to a new report.  Read the rest of this entry »

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AdRoll Assembles All-star Team

In an effort to meet local demand for high-performance marketing solutions, AdRoll, the world’s largest retargeting platform, today announced the expansion of its global presence to Japan with the opening of its Tokyo office. This newly established local team will provide full-service account management to Japanese customers. In addition to the team on the ground in Tokyo, AdRoll’s self-service solution has been fully translated and localized for the Japanese market. This is the company’s sixth office, after opening regional offices in New York, Dublin, Sydney, and London.  Read the rest of this entry »

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Yahoo seeking to harvest ad revenue from other mobile apps

Yahoo is giving away a toolkit for managing mobile apps in a move aimed at reaping more revenue from smartphones and tablets as CEO Marissa Mayer scrambles to catch up to the Internet company’s rivals.

The strategy will enable Yahoo Inc. to distribute ads in other mobile apps besides its own. Besides that, Yahoo also is trying to plant its search engine inside other apps so it can display ads alongside the results. Although the technology is free, Yahoo would keep 40 percent of all ad sales made in other apps.

Yahoo announced the expansion Thursday at its first conference for the makers of mobile applications.  Read the rest of this entry »

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Why Agencies Are Hiring Top Execs at Such a Blistering Pace

Even in an industry increasingly defined by change, advertising agencies this year are making high-level moves at a blistering pace.

In the first six weeks of 2015, some 14 shops have made 19 new leadership hires, including 11 involving the role of creative chief. Some hires filled vacancies but many illustrate a desire for change. Young & Rubicam, for example, replaced its chief creative officers in New York, Chicago and San Francisco after each served several years. Similarly, TBWA installed a new head of New York, and MediaVest tapped a new president of investment.   Read the rest of this entry »

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San Francisco Agency Hires a Former Goodby Silverstein Exec

Harold Sogard is back in the Bay Area ad business. The former, long-time ad exec at Goodby Silverstein & Partners is now president of The Hive, a San Francisco creative boutique whose clients include the University of California at San Francisco Medical Center, Torani and Big Brothers Big Sisters of the Bay Area.   Read the rest of this entry »

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1st time advertisers gamble on Super Bowl ads

More Super Bowl ad rookies will be trying to score a touchdown this Sunday.

There will be 15 new Super Bowl advertisers this year, the most since 2000, before the economy fell into what would be the first of two recessions since. Advertising experts say the rookie interest in Super Bowl ads is a positive sign that companies are feeling good in the most recent economic recovery.

 New advertisers like Carnival cruises and Skittles candy are hoping to capitalize on the massive size of the Super Bowl audience: The game is advertising’s greatest showcase, with more than 110 million people expected to tune in to watch to the Seattle Seahawks and New England Patriots. And more than the sheer size of the audience, ad experts say new advertisers also are hoping to draw from the goodwill people feel toward Super Bowl ads.

But at about $4.5 million for a 30-second spot, advertising during the Super Bowl is a huge gamble too. Some first time advertisers succeed in becoming a household name: Godaddy.com established itself with a racy Super Bowl spot 11 years ago. But others misfire: Groupon’s first and only Super Bowl effort in 2011 aimed to be a tongue-in-cheek take on public service announcements, but was criticized for being insensitive  Read the rest of this entry »

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