Morning Update: Digital baby goes viral; Facebook hires from PayPal to focus on messaging

This is our Morning Update, rounding up international media and marketing news from while you were sleeping.

AdWeek:  This Is India’s Most Viral Ad Ever, and It Will Make You Weep for Humanity

“How precocious are digital natives today? They take charge of things literally from birth, according to this somewhat terrifying spot from MTS Telecom, which the company claims is now the most-viewed ad ever to come out of India.

The spot—created by Creativeland Asia, directed by Guy Shelmerdine from Smuggler Films and set to “I’m Coming Out” by Diana Ross—has 23.4 million views on YouTube (surpassing the previous Indian record holder, Lifebuoy’s “Help a Child Reach 5” PSA, with 19 million). “

The New York Times: Facebook Hires From PayPal to Focus on Messaging

“It couldn’t be any plainer if it were in a post by Mark Zuckerberg himself: Facebook, which was built on the idea that people want to share information with dozens of friends and acquaintances, is getting serious about more private communications.

On Monday, the social network announced that it had hired David Marcus, the president of eBay’s PayPal division and a former entrepreneur, to lead the expansion of its messaging products — and eventually, to figure out how to make money from them.”

Mashable: Apple Is Pulling Away From the Agency That Created Its Most Iconic Ads

“In the early ’80s, Steve Jobs and Lee Clow formed one of the most enduring client-agency relationships in the advertising world. In a business known for corporate infidelity, Jobs repeatedly tapped Clow and his ad agency, TBWA/Chiat/Day, for some of the company’s most enduring ads, including the “1984” Super Bowl ad and the “Mac vs. PC” campaign in the 2000s.

Now, that relationship appears to be on the rocks. According to a report in AdAge, Apple is in the process of building an internal ad agency that will eventually have as many as 1,000 employees. In recent pitches, TBWA/Media Arts Lab, the agency that has serviced just one client, Apple, since the mid-2000s, has competed with Apple’s own advertising agency and even invited outside agencies in on pitches. There’s no indication that MAL, as it’s known, is on the outs, but more and more pitches seem to be going to the internal team.”

The Guardian: Jury in Rebekah Brooks trial retires to consider verdicts

“The jury in the Rebekah Brooks trial has retired to consider its verdicts on a string of offences related to phone hacking, corruption and perversion of the course of justice.

They began their deliberations shortly after 3.30pm, bringing the eight-month trial, involving seven defendants including Andy Coulson, David Cameron’s former spin doctor, to its final phase.”

Campaign: Vype becomes latest e-cig brand to have ad banned

“Vype, the e-cigarettes brand, has become the latest e-cigarette manufacturer to fall fowl of the ad watchdog, after a poster ad was banned for portraying the product as a smoking cessation device.”


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