Morning Update: Leo Burnett loses Special K to JWT; Yahoo experiments with Google-powered search results
Mumbrella Asia: Boy gets thirsty buying food for new in-laws in ‘insanely Indian’ ad for soft drink Limca
Coca-Cola brand Limca has launched a campaign that positions the soft drink as India’s ultimate thirst quencher.
In an ad created by Leo Burnett, the groom’s family is visiting the bride’s family in an arranged marriage scenario. A mother is raving about the dishes cooked by her daughter while her son runs around town buying food, building up a tremendous thirst in the process.
Mashable: Yahoo experimenting with Google-powered search results, ads
Yahoo is flirting with the idea of tapping Google to power its search engine.
Google confirmed to Mashable on Thursday that Yahoo is displaying Google search results and ads in addition to those of its current partner, Bing, for a small number of desktop and mobile users as part of a dry run. The company is also running similar tests with other potential search backers.
Google’s appearance on the site was first spotted by Aaron Wall on Wednesday in a blog post for search engine optimization firm SEO Book.
AdWeek: This Remarkable Ad Shows Just How Science Can Improve Real People’s Lives
If you think rigorous scientific research is boring or self-serving, this short film from the Netherlands just might change your mind.
Amsterdam-based agency 1Camera and director Hugo Keijzer employ some deft storytelling as they follow five scientists from different fields around the world, all working to improve people’s lives in significant ways. Running more than four minutes, the film is the cornerstone of “Science Can Change the World,” a new campaign from Royal Dutch DSM, a life and materials sciences company.
AdAge: Leo Burnett Loses Special K to JWT
Kellogg Co. is moving creative duties for its struggling Special K brand to JWT and away from long-time agency Leo Burnett in the U.S., Ad Age has learned.
Leo Burnett, which has been Kellogg’s lead agency for some 65 years, will retain other parts of the business, including big breakfast brands such as Frosted Flakes and Pop-Tarts. The agency will also continue as Special K’s agency in Europe and Canada, according to an internal Leo Burnett memo obtained by Ad Age.
But in the U.S., the Special K loss is significant because it is has long been a priority for Kellogg. The brand consumed more than $120 million in measured media spending last year, according to Kantar Media. JWT also has a longstanding relationship with Kellogg, working with the company in some markets since the 1930s. The agency created work for Special K Red Berries in the early 2000s.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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