Morning update: Martini relaunch; Twitter revenues soar but new users harder to find

Creativity-Online: A waitress embarks on a mysterious chase through Rome in Martini relaunch 

Martini aims to relaunch itself as a classically Italian brand true to its roots with this stylishly romantic film set in a stunningly captured Rome.

Directed by Jake Scott of RSA (who recently shot Jude Law for Johnnie Walker), it centers on a waitress who embarks on a mysterious chase through Rome after receiving a message from a stranger scribbled on a napkin; it reads, simply, “Begin Desire.” Guided by that stranger’s spirit, she’s soon caught up in a crowd rushing through the city’s alleyways and streets until she ends up at a deserted Roma Termini station. She hops on a train and is whisked away; we’re left wondering about her ultimate destination.


Media Week: Tiffany hires MEC to handle its media and buying account

Tiffany and Co has hired MEC to its US$100m media and buying account following a competitive pitch.

The review, which was handled by the New York-based Ark Advisors, kicked off in July. MEC beat its sister network MediaCom and Omnicom Media Group to the business, which it will run from New York.

Tiffany’s has worked with a number of media shops around the world and was looking to consolidate its account for the first time. The biggest markets for the jeweller are the US, UK and China.

The Guardian: Twitter reports soaring revenues but struggles to recruit new users

Twitter’s share price dropped 10% in after-hours trading on Monday amid continuing signs of slowing growth at the social media company.

Results released on Monday for the third quarter of the year show Twitter’s revenues soared to $361m, up 114% from the same period last year, beating expectations. But the number of monthly active users of the service grew just 13 million to 284 million from the previous quarter. Analysts had predicted growth would between 14 million and 17 million.

AdAge: What you need to know about Coke’s surprising new CMO

Hours after being named Coca-Cola’s chief marketing officer, Marcos de Quinto was on a Madrid stage collecting the top prize at Spain’s leading advertising awards. Mr. De Quinto, president of Coca-Cola’s Iberia business unit, was there with his team to accept El Gran Premio, as well as awards for innovation, best strategy and commercial communication, for its spot, “Benditos Bares” or “Blessed Bars,” from the Spanish Advertisers Association.

The campaign, which has been lauded across Spain in the last year, is an ode to the many cozy, inviting bars that are integral to both the Spanish culture and economy.


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