Social media can be challenging with its many channels and niche audiences. Where does a brand start? And how do brands tie their efforts together? VIZIO, the nation’s largest seller of flat panel televisions, answered these questions by creating its own social network, called Fandemonium.

By leveraging a sponsorship begun in 2010, VIZIO first launched Fandemonium at the 2013 Rose Bowl game; encouraging fans to cheer and jeer plays for a chance have their pictures displayed on the stadium jumbotron.  Fandemonium participation – including store check-ins as well as viewing and writing product reviews – is rewarded with points that members can redeem from VIZIO, or one of its Fandemonium partners, which include Hulu, Netflix, and ESPN.

The genius behind … Continue Reading

It’s hard to overstate what a “thing” Advertising Week has become. Since it was launched in 2004 by the late Ken Kaess, then chairman of the 4As, Matt Scheckner, and a team that included Burtch Drake, Ron Berger, and Mike Donahue, the conference of advertisers and advertising professionals now comprises more than two hundred and fifty events and more than one hundred and ninety seminars and workshops over four days. This year’s attendance is expected to exceed 90,000 people.

And talk about spanning generations, last year, in addition to a parade and Advertising Week reps opening the trading day on the floor of the NASDAQ, the conference featured presentations as diverse as Sabrina Calouri, ‎Vice President of Digital & Social … Continue Reading

So far in the “State of the Creative” series, we’ve heard from Chief Creative Officer’s at: Ogilvy & Mather North America, Weber Shandwick, and GREY. This week we continue to examine what it means to be a creative in today’s world…

 

 

 

 

I sat down with Adam Kerj, Chief Creative Officer at 360i, to discuss the state of the creative today.

 

In this new era of data and technology, what has been the fundamental change for creatives?

We have more insight into consumer behavior than ever before, and we are living in a world exploding with content that needs to resonate for consumers to care and to be inspired to share.  Creatives are now using digital … Continue Reading

Continuing with the series on the “State of the Creative,” we reached out Chief Creative Officers at some of the world’s leading ad agencies on: What it means to be a creative in today’s world? How many “legs” does an idea have to have when advertisers and marketers are targeting various demographics, each using multiple media devices and social media platforms? And does having all that data mean you or anyone else knows how to use it?

 

 

 

I sat down with Tor Myhren, Chief Creative Officer at GREY, to discuss the state of the creative today.

In this new era of data and technology, what has been the fundamental change for creatives?

Broader thinking and a … Continue Reading

As mentioned last week, we got to wondering, what does it mean to be a creative in today’s world? How many “legs” does an idea have to have when advertisers and marketers are targeting various demographics, each using multiple media devices and social media platforms? And does having all that data mean you or anyone else knows how to use it?

We posed these questions to Chief Creative Officers at some of the world’s leading ad agencies and will be posting their responses here over the next few weeks. Together, they should give us an interesting take on the state of advertising creative today.

 

 

I sat down with Josh Rose the Chief Creative Officer at Weber Shandwick to … Continue Reading

Marketers promote, entertain, celebrate, and explain. In other words, they talk. But Dave Kerpen, cofounder and chairman of Likeable Media and founder and CEO of its sibling company, Likeable Local, believes that a different skill is needed in a media landscape increasingly driven by social media – listening.  And by listening, Kerpen means more than just using social media channels to respond to consumer questions and complaints.  He sees listening via social media as a means to tell stories and engender authentic conversations with and among consumers and to promote conversations that strengthen and reward brand loyalty.

In a lot of ways, it’s the next step in the evolution of branding. Branding started with the idea that companies and products … Continue Reading

In just a few short years, DVRs and video-on-demand have dramatically altered how television is watched. In 2006, fewer than two percent of households owned a DVR. Now, more than half do. The use of DVRs has changed along with market-growing penetration. Instead of just being time-shifters, many viewers are effectively becoming collectors, stockpiling so many shows on their DVRs that they don’t have time to watch them all. As a result, they’re also watching shows later, at a time when it’s convenient to them.

As The New York Times reported recently, this fall’s television season saw a surge of viewers watching shows four to seven days after the initial air-date. Broadcasters and cable networks typically base their ad prices … Continue Reading

We’re all familiar with the classic product demonstrations in television commercials: who hasn’t seen re-enactments of the super-absorbent paper towel, or the dish detergent that cuts through grease with a single drop?

How do we define a demonstration?  Well, a demonstration is just that: a way for advertisers to show the product functioning as it actually would, as objective “proof” of performance.  As such, it is especially important that demonstrations actually consist of a true and accurate portrayal of the product.  When the FTC began bringing enforcement actions concerning advertising demonstrations in 1959, it encountered cases where products or props had been doctored, enhanced or replaced to achieve the desired performance, and the advertiser had not disclosed any modification.  Even … Continue Reading

This week, leading lawyers, legislatures and marketers attended the 35th Annual Brand Activation Association (BAA) Marketing Law Conference in Chicago. At BAA I gave a presentation titled, “Journey to the Center of Advertising Law: Knowledge, Insights, and Practical Tips on The Most Important 2013 Advertising Developments.” Over the next few days, I will share with you three video clips from my presentation. Let’s dive into the first one…

How do we determine “reasonable consumer” behavior?  This is an increasingly important question in a world where the consumer population comprises people with differing views, perspectives, education levels, and experiences.  The “reasonable consumer” is crucial in advertising law:  this person interprets advertising, determines what claims are actually being made, decides whether there … Continue Reading

The FCC has changed its rules to require “prior express written consent” in order to auto-send commercial calls or texts. Failure to comply can open violators up to private lawsuits, and to damages awards of up to $1,500 per violation.  So what should be done to avoid pricey violations?

First, there needs to be written consent before commercial calls or texts are sent. While this rule revision was primarily meant to address robocalls, the interaction of this priority requirement with the need for “writing” means that it will have a special impact on commercial texts.  Notably, advertisers cannot send messages to consumer numbers pulled straight from interactions that begin offline (for example, from a responses to an on-TV exhortation to … Continue Reading