Innholdsfortegnelse for October 10, 2016 i Adweek

After months of flat growth and missed revenue expectations, it became increasingly clear in the past week that Twitter is up for sale and will need a bit of mojo from another company to grow. Twitter reportedly told bidders—including Google, Walt Disney Co. and Salesforce—that it planned to wrap up sale negotiation talks by Oct. 27 when it reports its third-quarter earnings. On Wednesday, unnamed sources claimed that Google and Walt Disney Co. would not submit bids, causing Twitter’s stock price to fall 20 percent on Thursday and breaking a steady increase since acquisition chatter started to pick up in September.…

‘When you look at Los Angeles, it’s home to a true 360 creative community.’ In recent years, a growing number of agencies have been establishing themselves in Los Angeles. But that’s not the case for Deutsch, which planted the flag in 1995 and, as a result, has been benefiting from the wealth of talent that the city’s entertainment industry offers. Since joining the shop in 2003 from San Francisco-based Kirshenbaum Bond + Partners and ascending to president in January 2015, lifelong West Coaster Kim Getty has played an integral role in growing the agency into a creative powerhouse, counting Taco Bell, Sprint and Volkswagen as clients. In the last few months the agency has landed a few of the well-known tech giants that are based in the area, including Pandora…

There’s no question that a celebrity can bring instant attention to your marketing campaign. Celebrities can serve as megaphones for your message, take your brand into a new category or market, and (in the best case scenario) have the ability to increase your brand’s awareness. But how do you know which celebrity is the right match for your brand? The answer to that question is more complicated than ever before. Today, the definition of celebrity can mean so many things. It has evolved from actors and musicians to include chefs, models, athletes, digital influencers, scientists and many more. Needless to say, brands have a lot of options to choose from. And while there are many great choices, not all of them will be the right fit. We don’t have an…

Not to start an East Coast- West Coast rumble or anything, but Omnicom Media Group’s chief content officer Claudia Cahill had wondered for years why there was no Los Angeles equivalent of the annual network upfront presentations or the Digital NewFronts—both of which are held in New York each spring. But any event would need a distinct and separate personality and, since L.A. has grown into a content-churning machine, Cahill hit on the idea of bringing together blue-chip advertisers who are hungry for great projects-in-the-works with content creators looking for sponsors. So, OMD’s Final Front was born, and in its four years the event has grown from one to three days of marketer/content producer powwows, with the recent September gathering drawing BuzzFeed, Vice Media, Upworthy, NBCUniversal, Live Nation, Fox and…

Don’t use the term “fragmented landscape” like it’s a bad thing, says Jennifer Bolt, because in truth it simply means more choice for consumers and more opportunity for media executives. “It makes our jobs more complicated, but we need to look at it from the inside out,” says Bolt, executive director, idea communication at integrated agency Team One. “Consumers are having a great time [with all this choice], and if we truly understand them, we should be able to reach them in an environment that makes sense, that’s relevant.” For client Lexus, that philosophy has played out in a partnership with Sports Illustrated and Major League Soccer star Clint Dempsey around a viral-ready digital series filled with trick shots (which has racked up nearly 2 million views on Facebook and…

THE TINT Some wearers buy nonprescription Lemtosh frames as sunglasses, for which this tint—called Calibar Green—is the most popular color. THE MATERIAL Moscot used to make its frames from tortoiseshell, but that’s not legal anymore. Acetate is the material of choice now, and it looks just as good anyway. THE RIVET While some frames stick an ornament in the corner for effect, Lemtosh’s rivets are structural, attaching to the arm hinge inside, and make the frames stronger. A few years ago, a customer walked into the Moscot eyeglasses shop on West 14th Street in New York with an interesting story. The man had just returned from St. Tropez, where he’d spotted Johnny Depp in a cafe, and (somewhat rudely) approached the star to ask what glasses he was wearing. Depp,…

There are few things more uniquely Los Angeles than a talent agency—especially mega-agency CAA, which has been responsible for the careers of Meryl Streep, George Clooney and Martin Scorsese. But with the convergence of entertainment and advertising, it was only a matter of time before CAA got in the action with the acquisition of experiential marketing shop PGW in 2014. The shop specializes in myriad marketing tactics from event production to guerilla to mobile for clients across CAA’s roster like HBO, J.P. Morgan and Emirates Airline. Russ Jones, CAA Experiential’s global head of marketing who was previously PGW’s president and CEO, knows that the agency’s Venice, Calif., locale provides employees with the right combination of salt air and recreation that inspires great ideas. “The heart and soul of Venice trickles…

Noreen O’Leary, a giant of advertising journalism who spent the past 31 years perfecting her craft at Adweek, passed away on Oct. 1 at the age of 59 after a battle with cancer. A native of Pittsburgh, O’Leary studied at Carnegie-Mellon University. She joined Adweek in 1985, and over the ensuing decades, more than earned her reputation as one of the industry’s most respected and recognized agency reporters. Her stories also appeared in The Wall Street Journal, The Financial Times and The New York Times. Colleagues and sources alike will remember her as a no-nonsense, old-school, hard-as-nails reporter who dug deep into the heart of every story. That said, she had a gentle way about her, and she always strove to be as fair as possible—acutely aware that professional reputations…

Google’s New Hardware Google has unveiled a Silicon Valley armada of products under one unifying flag: artificial intelligence. On Tuesday, the tech giant introduced a number of new devices including the first Google-branded smartphone, a VR headset, a voice-activated home assistant, a Wi-Fi router and an updated version of Chromecast. The goal: to put AI software in every device a person owns. In the opening remarks of his keynote presentation, Google CEO Sundar Pichai said the company’s goal is to create “a two-way conversation, a natural dialogue” between Google and its users. “We are evolving from a mobile-first to an AI-first world,” he added. —Marty Swant L.A. Heads to D.C. Last Monday, Los Angeles was front and center during the inaugural South by South Lawn: A White House Festival of…

Some things in Los Angeles always remain: palm trees, the Santa Ana winds, convertibles, In-N-Out Burger. But the country’s second-largest media market has also witnessed its share of change, much of it expressed through a rapidly evolving media planning and buying business. Here, we introduce the inaugural L.A. Media Stars, written by Adweek’s longtime West Coast contributing writer T.L. Stanley and spotlighting the most important people in that universe. Among the many changes this city has seen: movie marketing that has been turned on its head in the digital age. Gone are the days of well-placed spots on “Must-See TV” and a handful of billboards. Data and insights, Snapchat displays and branded-content upfronts are the new currency of getting butts into multiplex seats. Not surprisingly, the number of media agencies…

The goal was to make a big splash —rather than a big splat—with a live television stunt this summer that had a daredevil jumping out of an airplane without a parachute. Stride Gum Presents Heaven Sent, starring skydiver Luke Aikins, did, in fact, go off without a hitch. Aikins hurtled 25,000 feet without so much as a wing suit, landing in a net in the Southern California desert no worse for the wear. To Shannon Sweeny Pruitt, one of the architects of the event, it was a tonally perfect match of nail-biting spectacle, irreverent brand positioning and, equally as important, memorable, DVR-proof content. “The client wanted a tent-pole program for Stride that was about pushing limits, going beyond and being fearless,” says Pruitt, president of branded content agency The Story…

Fujifilm Instax Share SP-2 $199 Over the past few years, Fujifilm’s point-and-shoot Instax Mini cameras have helped spark a renewed interest in old-school instant photography. Now the company’s newest printer, the Instax Share SP-2, is bringing that same lightning-fast photo printing to smartphones. In just 10 seconds, the wireless device will print a high-resolution photo from your camera roll (or from social platforms like Instagram and Facebook) onto Fujifilm’s 2-inch-by-3-inch Instax Mini film. Use the Instax Share app to customize your images, add filters or even create collages, then get ready to bask in the glory of instant gratification. Buy it: bestbuy.com TOYS Flight School Flybrix Basic Kit $189 What’s more fun than Legos? Flying Legos, of course. Flybrix kits come with all of the components needed to build quad,…

What’s the first information you consume in the morning? The first information in the morning would be checking my text messages while doing my best not to check social media while I’m still in bed. If I do, I try to make sure it’s Instagram because it’s less likely that I’m going to get sucked into something on there than on Twitter or Facebook. I think the next step for me is going to be getting the phone out of my bedroom entirely. You post a lot on social media about your activism around gender equality and feminism. How did you become involved in that? It really started when I had to read Lean In for an article that I was going to be a part of for Cosmopolitan. It…

MTV wants to regain its title as the global authority on pop music and culture, and it is currently looking for new media and creative agency partners to help make that happen. Parent company Viacom recently launched two separate reviews seeking agencies to handle both portions of MTV’s marketing business, sources said. It’s not clear which shops are involved in the review, but MTV is expected to announce its new agency partners by the end of the month.…

It’s no surprise that the center of the entertainment industry—Los Angeles—has also been the setting of so many TV series over the years. But while many shows are restricted to a Hollywood soundstage (The Big Bang Theory, The Fresh Prince of Bel-Air), several others have shot on location throughout the city, making Los Angeles an essential part of those series. Even with TV shows moving production elsewhere in the U.S. or Canada to save on production costs, last year, 15,706 production days of television were filmed on location in Los Angeles (up 9.5 percent from 2014), including more than 100 comedy series and more than 50 dramas, according to Film L.A. Inc. This year, several new series have joined the ranks and put L.A. front and center on screen, including…

New York has long served as the heart of the media and advertising industries. Los Angeles, by contrast, pumps out a steady flow of popular culture and has its own agency scene to match. This global headquarters for the entertainment and production industries—with a dash of tech innovation—creates a wealth of opportunities for trend-smart ad shops that aren’t afraid to draw talent and collaborators from outside the “traditional” marketing world. As clients cut budgets and the storied broadcast TV model evolves, these organizations are increasingly comfortable moving beyond the familiar. Thankfully, their hometown has a wealth of alternatives to offer. R/GA “The idea that the commercial should be interrupting [your viewing experience] is no longer accepted,” said R/GA founder Bob Greenberg—and for his agency’s L.A. office, this means more partnerships…

You spoke on a recent Advertising Week panel about Los Angeles as a creative epicenter. As a native New Yorker now transplanted to L.A., what strikes you most about your adopted hometown? People in New York really take pride in the grind and the hustle and the go-go-go attitude. But there’s an L.A. hustle, too. People are moving fast and pushing boundaries, but they’re also having a life, and I love that intersection. It’s a very optimistic place that’s always been open to breaking rules. I’ve gotten really into wellness, fitness and outdoor activities and all the things that California makes possible. How and why is Zambezi remaking Autotrader? Autotrader is an iconic brand in car search—it basically invented the category—but there was no love for it or real connection…

Karen Hunt doesn’t miss the good old days of gut-instinct movie marketing, but she’s glad she saw it firsthand so she can fully appreciate today’s near-scientific approach. “The biggest difference between then and now is data—and it’s informing every part of the planning and marketing process,” says Hunt, president of UM’s West Coast region, who launched her career as an assistant media buyer more than 20 years ago at DDB Needham. “We have better data, and that feeds better art, which leads to better outcomes.” Hunt and her team have worked on a number of industry firsts for client Sony, including an immersive, 360-degree video ad on Snapchat for summer thriller Don’t Breathe. The low-budget, home-invasion flick opened to $26 million, more than double projections, on its way to topping…