Acquisitions in the adtech space by major ad-holding companies signal that agencies are heeding the trend for brands to take media buying in-house, stepping up their game to simplify the digital ecosystem and provide better strategic guidance to marketers, Oliver McAteer writes. "Attention to cleaning up the supply chain and adtech consolidation is helping and will bolster client confidence in their external partnerships," says GroupM's Evan Hanlon.
The North Face's global ad campaign focuses on the adventures that can be found by city explorers, with videos featuring rapper and producer Pi'erre Bourne, activist Mikhail Martin and filmmaker Jimmy Chin. The push is running across social and digital and also includes pop-up music concerts in New York.
Mood and tone are the latest targeting criteria being adopted by several publishers, including USA Today and The New York Times. The technologies leverage artificial intelligence to determine consumers' emotional state, a factor thought to be more valuable to advertisers than the demographic characteristics typically used for targeting.
A Forrester study of the media agencies owned by the world's eight biggest holding companies identifies Interpublic's UM and Publicis Groupe's Zenith as "leaders" based on 23 criteria across market presence, current offering and strategy. Dentsu Aegis Network's Carat and Publicis Groupe's Starcom followed up as "strong performers," while "contenders" included Omnicom's OMD and Group M's Mindshare, Wavemaker and MediaCom.
Endeavor Global Marketing is helping Papa John's regain consumer trust after its controversy surrounding founder John Schnatter with a 60-second digital ad titled "Voices." The spot features 24 diverse global employees talking about what the brand means to them and emphasizes that from now on, the pizza chain will have many spokespeople.
Madwell's Chris Sojka expresses his discomfort at the cynical reaction by the advertising community to Nike's Colin Kaepernick campaign, and wonders why more people aren't applauding it as a genuine effort to stand behind a cause instead of seeing it purely as a marketing tactic. "The campaign is a celebration of standing for something, of commitment to core values, of believing what you believe in spite of the consequences," he writes.
MDC Partners is merging Kirshenbaum Bond Senecal & Partners with Forsman & Bodenfors and retiring the KBS brand. "We chose the F&B name simply because of their reputation in the creative community and in the client community around the world," said KBS global CEO Guy Hayward, who will oversee the new shop's board with Forsman & Bodenfors' Anna Qvennerstedt as global executive chairman.
Ultimate Fighting Championship co-creator Campbell McLaren wants to make mixed martial arts Combate Americas into the most popular sport for Hispanics, behind soccer. Univision has been broadcasting the high-rated matches since April, and the program has become the No. 2 MMA show in the US.
Telemundo will launch the Latino empowerment campaign "Somos el Futuro: The Future Is US" that highlights the positive impact and contributions of the Hispanic community in the US. The network will air campaign segments during some of its most popular programming and conduct a cross-country civic participation tour to increase voter registration.
The Food Marketing Institute is celebrating Hispanic Heritage Month and National Family Meals Month together. The organization says this double tribute is a good thing because family is an important part of Hispanic tradition and meals should be a significant part of family time.