Saying Farewell to a Legend

In honor of Derek Jeter’s final home game after a 22-year career with the New York Yankees, we felt it was our New York duty to share such a special and creative tribute, which debuted last week as a final farewell to the legend himself. Thanks to Gatorade and TBWA\Chiat\Day for such a special send-off.

Gatorade Derek Jeter TVC — “Made in New York”

Agency: TBWA\Chiat\Day
Client: Gatorade
CCO: Stephen Butler
Executive Creative Director: Brent Anderson
Creative Director: Renato Fernandez
Sr. Art Director: Dave Estrada
Sr. Copywriter: Nick Ciffone
Executive Producer: Sarah Patterson
Assistant Producer: Garrison Askew
Managing Director: Peter Ravailhe
Brand Director: Sarah Lamberson
Brand Manager: Robyn Baker
Sports Marketing: Erika Buder
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planner: Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Traffic Manager: Jerry Neill
Project Manager: Parker Adame
Production Company: Smuggler
Director: Henry-Alex Rubin
Partners: Patrick Milling Smith, Brian Carmody
COO: Lisa Rich
Executive Producer: Lisa Tauscher
Head of Production: Andrew Colon
Producer: Drew Santarsiero
DP: Enrique Chediak

Editorial: Rock Paper Scissors
Executive Producer: Dave Sellars
Editor: Damion Clayton

Post EFX: The Mill
Executive Producer: Enca Kaul
Producer: Melody Alexander
Production Coordinator: David Lawrence
2D Lead: Jason Bergman
3D Lead/Artist: Wyatt Saverese & Nick Lines
3D Artist: Hassan Taimur

Music: Frank Sinatra “My Way” “Nothing But the Best (Remastered)”
Music Editor: Suzane Peric
Sound Design & Final Mix: Lime Studios
Mixer & Sound Designer: Rohan Young
Executive Producer: Jessica Locke

 

Don’t Miss ANDY 50: Defining Bravery at Advertising Week

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While the industry continues to move in fast-forward, the trait that defines great work is timeless: bravery. At the reprise of this iconic event, The AD Club and the ANDYs will reflect on their history and invite the industry to attend a speech on this very topic. The event will be headlined by David Droga, Founder and Creative Chairman, Droga5 and brave speakers including Colleen DeCourcy, W+K, Cindy Gallop, BBH/ifwerantheworld, and Gerry Graf, Barton F. Graf 9000.

Here’s the twist: in addition to confirmed speakers, select audience members will be called to the stage at random to deliver an impromptu talk about bravery. Join us as we inspire our industry to step outside comfort zones, take risks and achieve greatness.

ANDY 50: Defining Bravery @ Advertising Week
October 1st at 5:00PM
The Times Center, 242 W 41st St, New York, NY
#bravery #AWXI

AD CLUB LEADERS: THE ‘FEM-POWERMENT’ MOVEMENT

“Fem-powerment” campaigns, such as “Like a Girl” by Always, Dove’s “Real Beauty” and Verizon’s “Inspire Her Mind,” are bringing to the surface a heated debate about the authenticity of advertising and these ads are radically tackling sexism. Here’s what AD Club Leader, Ann Green, Senior Partner, Client Solutions and Innovation and Millward Brown (@AnnGreenMB) had to say on the issue:

Ann Green

There is much conversation today about female empowerment campaigns and why they have become so popular.  The first time I ever questioned my own empowerment was when I heard the term “glass ceiling” back in the 90s.  Does anyone else find it odd that these campaigns have become so visible at a time when female CEOs and leaders are becoming more common?  Has the ascent of women like Ginni Rometty, Meg Whitman, Mary Barra, Indra Nooyi and Sheryl Sandberg simply made us more aware that what was “keeping us down” was simply ourselves. If you look closely at many of these campaigns, the limitations are based on our own perceptions as opposed to labels. Perhaps Pantene had it right, but if I don’t see myself as bossy or selfish, then why should anyone else?

ADTHINK VI: The Brightest in Ad/Tech

The AD Club presented its quarterly ADTHINK event on September 16th alongside sponsor Davis & Gilbert. Hosted at Microsoft’s new NYC headquarters, the event was a huge success! Thanks to our friends at evol8tion, whose own CEO Joseph Jaffe moderated the evening, for the great recap — check out the repost from their blog below!

Did you miss last night’s Ad Think event featuring our CEO, Joseph Jaffe, as moderator? No problem! As always, the Evol8tion team is here to recap the event for you. Check out the startups that pitched last night below.

Be sure to follow us @Evol8tion for all the best startup news.

First, we have Thinglink, a company that asks a simple question: Are your images driving and measuring reach and engagement?

Targeting publishers, brands, and agencies, Thinglink powers interactive images for 800,000 content creators. Rather than using a typical stock image, a brand can utilize Thinglink’s images with interactive elements to user increase engagement online.

Besides increasing engagement with these images, Thinglink allows their client to see how many embeds, image views, and tag clicks they received using the startup’s interactive images. They even aggregate metrics across all the platforms the image was used on.

And, according to Thinglink CEO Ulla-Maaria Engeström, these interactive images will double or triple engagement time.

Follow them @ThingLink

Next, we have TreSensa—a startup that specializes in creating branded games for the mobile web.

Since a lot of people spend a good amount of time playing games on mobile devices, TreSensa began with the idea that branded mobile games could reach and entertain a lot of people while providing brands with more engagement. Their evidence? Well, game users were found to have 97 percent message comprehension.

Plus, these HTML5 games are easy to distribute for brands. Just embed the game wherever you’d like—there’s no need to download anything! On average, these branded games have a play time of 3-10 minutes, and brands pay for TreSensa based on a performance cost-per-engagement basis.

You can try some of their games on their site, or just follow them@TreSensa for more information.

Fun fact: this next startup purchased their domain from an ex-felon, and it’s called Wedgies.com—a social polling site for brands and publishers.

With the ability to operate on Facebook, Twitter, Tumblr, and other web properties, Wedgies gives brands and publishers an easy and brandable way to survey their audience. And, the poll updates results in real time.

After LeBron’s big move back to Cleveland this summer, NBA 2K 2015 asked fans who they think is the best team in the NBA’s Eastern Conference by using Wedgies. After only 15 minutes, 4,000 people casted their votes on the tweeted Wedgies poll, and NBA 2K 2015 received 300 percent higher engagement than a typical tweet.

Brands and publishers can use this social poll to easily gauge the sentiment of their audience on any given subject.

Find out more about Wedgies by following them @wedgies.

Last but not least, we have Inside Social.

Inside Social built a social marketing platform that helps large brands do better social marketing. With a focus on earned social, the startup helps brands utilize the full potential of social media by tracking vital metrics and giving meaningful insights across three segments: Channels, content, and consumers.

Since Inside Social is also concerned with helping brands track social ROI, they provide valuable information. This includes finding out which social network drives the most value per share for their brand, identifying key influencers, assisting in CRM, and creating paid social posts.

During a time when 90 percent of 18-29-year-olds use social media, Inside Social helps brands utilize social media effectively, while tracking one of the most important social metrics of all for brands—ROI.

Follow them @Inside_Social

Want to attend the next Ad Think event? Stay up to date all of our posts. We’ll keep you up to date on the next event!

AD Club Leaders: The ‘Fem-Powerment’ Movement

“Fem-powerment” campaigns, such as “Like a Girl” by Always, Dove’s “Real Beauty” and Verizon’s “Inspire Her Mind,” are bringing to the surface a heated debate about the authenticity of advertising and these ads are radically tackling sexism. Here’s what AD Club Leader, Kerstin Recker, Vice President, Marketing at NTENT had to say on the issue:

Kerstin

1.     Why do you think this message of female empowerment going viral right now?

It’s a combination of factors:

The digital age (blogs, social media networks, UGC video platforms) has served as a catalyst, creating new opportunities for women to share their voices and join forces, in real-time at scale. The many thoughts, ideas and opinions that make up the feminist movement are no longer beholden to how big media defines them. Women are leveraging digital channels to drive change, unite people and spur movement. (e.g. Facebook being forced to address gender-based hate speech/groups on their platform, crowdsourced map tracking incidents of sexual violence in Syria spearheaded by Women Under Siege, Disney withdrawing their shirts for young girls that said “I need a hero” after people united under #notbuyingit and filing a petition on Change.org)

Shifting roles: While we, women, still have a ways to go to close the gender gap in the workplace, the reality is there are more women today earning master’s degrees, entering the workforce and achieving senior level positions.

As women’s roles both in the workforce and at home shift, so is our spending power. Women are slated to hold over 2/3 of the nation’s spending power by 2030.

Brands are not ignorant to any of these facts. If they want to reach women, or better yet, our pockets, they have to lead with empowerment and engage women in a conversation that is on par with where women are today. The alternative is to risk having the whistle blown on them, e.g.Ultraviolet being forced to drop Rick Ross after outrage from the female community.

2.       What are some cultural, societal and industry factors that are spurring this trend?

The role, spending power and professional position of women is evolving, and there are many driving forces for this. Here are a few facts that have implications culturally and industrially:

  • Women control 85% of household purchasing decisions, representing a $7 trillion market
  • By 2030, women are predicted to control 2/3 of the nation’s wealth
  • 60% of all master’s degrees are earned by women
  • 52% hold all professional level jobs
But despite these trends, we have a long way to go:
  • Women only make up 12.3 % of U.S corporate board seats (consistent for the last decade)
  • Only 9% of top management positions are held by women
  • Less than 3% of Creative Director positions are held by women
There has certainly been a shift over the last 15 months in advertisements that highlight female empowerment from professional achievements to beauty, including big brands (Dove’s Real Beauty SketchesCadillac’s “Stacy’s Mom”) and start ups (Goldiebox), Always, “#LikeAGirl”. However, the feminist perspective is still not at the forefront. Change takes time, but as a collective group, that change can occur at a more rapid rate with the use of digital platforms and women continuing to choose to “lean in.”

3.       Are these ads helpful or harmful to the feminism cause? Why? Do you think these ads are tackling sexism, using advertising as a medium for change?

The ads promoting female empowerment are helpful. Advertisements have the ability not only to influence purchase decisions and stimulate business, but to influence culture, human understanding, perceptions, awareness and movement over time, and start a conversation.

As more advertisements amplify female empowerment and put a spotlight on issues and challenges, combined with the upward pressure of the collective female community, the greater the opportunity for change.

Two campaigns that did an excellent job of putting forward female issues are: Pantene and UN Women print campaign.

4.       Do women finally have the edge as consumers and corporations are taking notice for profit? Or is it something else? 

Yes, the purchasing power of women is increasing, and yes, some corporations are taking note of that. But, it’s a combination of factors as mentioned in question 1.

Don’t Miss the Stars of Madison Avenue Awards Luncheon on 9/29!

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Join us as the industry honors a select group of brands chosen by The Ad Club’s International ANDY Awards jury for their dedication to making an impact on marketing, commerce, culture, and social responsibility through BRAVE and CREATIVE work. 2014 Honorees include Apple, Budweiser, BMW, Cadbury, Dove, Guinness, Honda, Nike and Old Spice.

Register here. Hope to see you there!

‘Fem-powerment’ Campaigns Highlight a New Reality for Women

Great article from our very own Chair of the Board Laurel Rossi featured on AdAge.com: “‘Fem-powerment’ Campaigns Highlight a New Reality for Women.”

Check it out here.

Laurel_Rossi_ppt_200x

‘Fem-powerment’ Campaigns Highlight a New Reality for Women

Marketing to Women Will Be Held to a Higher Standard to Reflect Shift in Attitudes

By . Published on September 12, 2014. 

Girl power is on the rebound. We have seen the female empowerment movement spring up in all the right places recently — in ad campaigns, among celebrities, with parents and advocates of young girls, and even within organizations as tech giants like Google and eBay try to be more accountable for increasing diversity in their ranks.

Last week, Ad Age highlighted how advertisers are getting in on the big push for all things girl with “fem-powerment” campaigns such as “Like a Girl” by Always, Dove’s “Real Beauty” and Verizon‘s “Inspire Her Mind.” This article about the renaissance of girl power raised an important question: Do these ads really drive positive changes in our culture or is this just another case of “pinkwashing?” I would argue that these ads aren’t pushing us forward; they’re simply catching up to what’s happening in culture, reflecting ideals and attitudes that many women — and men — already hold true.

The women’s issue is one of the longest-running social justice debates in history. More than a century before women were granted the right to vote, First Lady Abigail Adams chided her husband and then President John Adams about the abject lack of validation of women in America — rather ironic in a country founded on the pillars of equality and freedom. President Adams acknowledged the sheer magnitude of women as an emerging force in many letters with his wife, declaring women as a “tribe more numerous and powerful than the rest.”

While the power of the tribe is growing in terms of education, influence and spirit today, the swell of global feminine empowerment has just begun to hit a crescendo. A cynical New Yorker might say that this sudden interest or consciousness has been spurred by the inevitability that social media will expose any remaining misogynists, so they better get ahead of it. A more optimistic stance could be that women and men alike are truly committed to contributing to the success of our girls and pushing our society to double-down on women’s achievements.

Young men are facing a new type of pressure to live up to the #impossiblestandard of “doing it all” — something that women have been dealing with forever as they juggle the role of breadwinner and parent, decision-maker and listener, power player and empathizer, leader and collaborator, and so on. So where do men fit into the equation? Today’s generation of young men who are coming of age in leadership positions are far more open, if not downright encouraging, of female empowerment. If the name of the game is to create an even playing ground, then we should be inviting the male perspective to the conversation and letting them participate in the movement in a meaningful way.

Powerful new campaigns like Under Armour’s “I Will What I Want” and HelloFlo’s “First Moon Party” highlight how this emerging wave of feminism is focused on deprogramming cult-like language and thoughtless visualizations in the hopes of eliminating impossible double standards for girls. It’s not surprising, as a result, that makers of popular culture have begun to shift how we talk to, sell to, appeal to and represent women. I am certain that marketing and advertising will be held to a higher standard than ever before, as transparency and attitudes progress at an accelerated rate, and as a more powerful, passionate and accomplished tribe of women no longer tolerate being held to standards that they had no hand in defining.

How we as marketers and advertisers confront this new reality is no longer a matter of when, but how.

The AD Club’s Guide to AWXI: Access

In excited anticipation of Advertising Week, the world’s premier gathering of marketing and communications leaders, The AD Club has sorted through the event’s extensive calendar in order to curate our very own Guide to AWXI. It can be challenging to navigate such an abundance of industry leaders, information and opportunity at the weeklong event, so we’ve broken up our “must attend events” based on the four pillars of the Club: Diversity, Access, Professional Development and Creativity. Hope to see you there!

Access is not only one of the four pillars of The AD Club, but it is one of the greatest benefits of attending Advertising Week. Explore diverse conversations, absorb thoughtful advice, consider new content and more while connecting with some of the industry’s most interesting and successful leaders. 

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Addressability at Scale and the Digital Audience Platforms: Your Opportunity for Competitive Advantage
Monday, September 29, 2014, 12:30 p.m.

NASDAQ MarketSite

4 Times Square, New York, NY

 

Avoiding Agency Silos: A Look at the Engagement Agency in Today’s Marketing Mix

Tuesday, September 30, 2014, 4:30 p.m.

The Microsoft Stage

11 Times Square, New York, NY 10036

 

The Future of Media: Creativity and Connecting with Consumers in the Robotic Age

Wednesday, October 1, 2014, 8:15 a.m.

NASDAQ MarketSite

4 Times Square, New York, NY

 

Man Hugs & Beards – Are Contemporary Business Cultures Just Fashion or Serious ROI?

Wednesday, October 1, 2014, 1 p.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

Changing the Conversation: from Big Data to Customer Experience

Thursday, October 2, 2014, 4 p.m.

Times Center Hall

242 West 41st Street, New York, NY, 10036

 

 

The AD Club’s Guide to AWXI: Professional Development

In excited anticipation of Advertising Week, the world’s premier gathering of marketing and communications leaders, The AD Club has sorted through the event’s extensive calendar in order to curate our very own Guide to AWXI. It can be challenging to navigate such an abundance of industry leaders, information and opportunity at the weeklong event, so we’ve broken up our “must attend events” based on the four pillars of the Club: Diversity, Access, Professional Development and Creativity. Hope to see you there!

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Professional Development is increasingly important in business, as young creative minds begin their careers and work hard to ensure that our future as an industry remains bright. Whether you are a young professional looking to rise the ranks or a business owner searching for advice on bolstering talent, the following events at this year’s Advertising Week aim to provide the invaluable information you’re looking for:

 

Building the Next Generation of Iconic Brands in the Age of 24/7 Information

Monday, September 29, 2014, 11 a.m.

Hard Rock Cafe

1501 Broadway, New York, NY 10036

 

How to Build an Influential Brand

Monday, September 29, 2014, 2 p.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

Bigger Than Advertising: Building Businesses in the Connected Age

Monday, September 29, 2014, 3 p.m.

Times Center Stage

242 West 41st Street, New York, NY, 10036

 

4A’s Competitive Edge Sessions

Monday, September 29, 2014, 4 p.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

Engagement: The Key to Winning

Tuesday, September 30, 2014, 9 a.m.

Hard Rock Cafe

1501 Broadway, New York, NY 10036

 

Doing Good Still Matters

Tuesday, September 30, 2014, 9:30 a.m.

The Microsoft Stage

11 Times Square, New York, NY 10036

 

The New CMO

Tuesday, September 30, 2014, 11 a.m.

NASDAQ MarketSite

4 Times Square, New York, NY

 

What Keeps CMOs Up at Night

 Tuesday, September 30, 2014, 1 p.m.

Hard Rock Cafe

1501 Broadway, New York, NY 10036

 

State of the Industry Series

Wednesday, October 1, 2014, 12:30 p.m.

The Microsoft Stage

11 Times Square, New York, NY 10036

 

Advertising Futures

Wednesday, October 1, 2014, 3 p.m.

The Microsoft Stage

11 Times Square, New York, NY 10036

The AD Club’s Guide to AWXI: Creativity

In excited anticipation of Advertising Week, the world’s premier gathering of marketing and communications leaders, The AD Club has sorted through the event’s extensive calendar in order to curate our very own Guide to AWXI. It can be challenging to navigate such an abundance of industry leaders, information and opportunity at the weeklong event, so we’ve broken up our “must attend events” based on the four pillars of the Club: Diversity, Access, Professional Development and Creativity. Hope to see you there!

Creativity is the foundation of this industry at large. The collaboration of innovative and original individuals across crafts is something that every audience member at Advertising Week can appreciate. Hear captivating stories, tips, case studies and more from some of the brightest creative minds in our industry at the following events:

 

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Storytelling in Moments that Matter

Monday, September 29, 2014, 10 a.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

Make the Logo Smaller – How Brands Win When Advertising Takes a Back Seat to Content

Monday, September 29, 2014, 12 p.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

Marketing Karma: Creating Behavioral Changes that Change The World

Tuesday, September 30, 2014, 4 p.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

Breaking Barriers: How Shell Used Content to Capture the Imagination

Wednesday, October 1, 2014, 10 a.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

Unleashing Potential: Creativity & Innovation

Wednesday, October 1, 2014, 11 a.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

The Huffington Post Game Changers

Wednesday, October 1, 2014, 11 a.m.

Hard Rock Cafe

1501 Broadway, New York, NY 10036

 

Getting to Yes – Inside the Creative Process

Wednesday, October 1, 2014, 1 p.m.

Liberty Theater

234 West 42nd Street, New York, NY 10036

 

MAKE THE BOX SMALLER: The Strategy is the Idea

Wednesday, October 1, 2014, 2 p.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

ANDY 50: Defining Bravery Part II

Wednesday, October 1, 2014, 5 p.m.

Times Center Stage

242 West 41st Street, New York, NY, 10036

 

Creative Inspiration

Thursday, October 2, 2014, 11 a.m.

B.B. King Blues Club

237 West 42nd Street, New York, NY

 

THE NEW CREATIVITY: What Will Be the Ad Industry Creative Products of the Future?

Thursday, October 2, 2014, 11:30 a.m.

The Microsoft Stage

11 Times Square, New York, NY 10036