Morning Update: Mashable: ‘branded content feels shitty’; McDonald’s demands ‘unheard of’; why your dog knows too much
The credibility of branded content was at the centre of a debate on the future of journalism in Singapore last week, with the editor of Mashable Asia saying that it “feels shitty” as a journalist to write content for brands and a university journalism lecturer suggesting that writers will feel “schizophrenic” if assigned to write both editorial and commercial pieces.
The talk hosted by MyNewsDesk was chaired by former CNBC anchor Mark Laudi, who proposed that traditional publishers would not be able to survive unless they embraced native advertising and journalists wrote for brands.
AdWeek: McDonald’s Is Putting the Squeeze on Agency Profitability, Making the Ad Industry Uneasy
The ongoing McDonald’s creative review initially included all three of the ad industry’s largest holding companies. But WPP made headlines earlier this month for bowing out (leaving incumbents Publicis and Omnicom in the running), and the alleged reasons behind its decision are even more intriguing.
The client required competitors to complete their respective pitches in 60 days, with a June 30 deadline, and presented contracts forbidding future partners from turning a profit on base compensation, according to sources with direct knowledge of the matter. Agencies would allegedly operate at cost before meeting unspecified targets for performance-based pay.
https://youtu.be/nhWKbJW0lZ4
Here’s a petfood campaign with a totally fresh creative idea. Created by Rio agency DM9DDB for Brazilian dog food brand Special Dog, it centers around the idea that you’ve got to treat your dog well, because he “knows too much.”
Three different scenarios show pet dogs watching a widow (seen here) who’s adding something rather gruesome to her tea, a young guy indulging in some gross behaviour while watching TV, and a middle aged man skulking around his apartment in bondage gear.
Ad Age: TAG Says Its ‘Certified’ Initiative to Fight Ad Fraud Is Ready
Fraudsters will have to up their game following the Trustworthy Accountability Group’s deployment Monday of its “Certified Against Fraud” initiative. Its official arrival comes more than six months since the group, a creation of ad-industry trade organizations,said it was developing the program.
The group’s cornerstone anti-fraud certification program will award “TAG Certified Against Fraud” seals to buyers, sellers and intermediaries in the digital advertising supply chain that complete rigorous anti-fraud requirements, TAG said.
https://youtu.be/9Ofgm41XnnU
AdWeek: 30 Rock Returns to Help Explain Verizon’s ‘Better Network’
When members of Tina Fey’s unofficial fan club last encountered Jenna Maroney and Kenneth Parcel in the series finale, the former had finally taken “The Rural Juror” to Broadway while the latter achieved his rightful place as an ageless executive perched atop the NBC hierarchy like its signature peacock.
Now the two—played by Jane Krakowski and Jack McBrayer—have returned in a new Verizon campaign from Wieden + Kennedy. In “Backdoor Brag,” the almost-stars of one of Netflix’s most popular streaming choices illustrate how much difference an allegedly superior service can make for those in the midst of an epic binge.
Campaign Live: Ad legend George Lois on life, art and his 10,000 books
George Lois, the man behind a decade of Esquire covers and the iconic “I want my MTV” tagline, talks about life, art and being a “one woman” man in a video exploring his Manhattan apartment.
Lois was a key figure amid a creative revolution in the 60s, which ushered in a new wave of expression in advertising, characterised by an irreverent tone and attitude. Described by some as a real-life Don Draper from Mad Men, Lois insists he has been a “one woman man” over over 50 years.
Campaign Middle East: Wake up to the power of female Muslim consumers
Did you hear the one about the Muslim woman in the United Kingdom who was asked to bake the cake for the Queen’s 90th birthday celebration?
To the backdrop of our newspaper front pages plastered with stories of oppressed hijab-wearing Muslim women, you would never know that the nation’s newest sweetheart, Nadiya Hussain, winner of last year’s The Great British Bake Off, is the most famous member of a completely overlooked and underserved consumer segment. The female Muslim consumer has arrived – but are we paying attention?
Campaign Live: VCCP expands to US after buying Muhtayzik Hoffer
VCCP has bought a San Francisco-based creative agency, Muhtayzik Hoffer, as it aims to build an international challenger network.
The Chime Communications-owned agency has been looking to develop a US presence for several years and comes as Muhtayzik Hoffer prepares to launch a New York office – giving VCCP a foothold on each coast.
In the past year Muhtayzik Hoffer has doubled its staff from 40 to 85 and increased its revenue from $9m to $17m, with a client roster that includes Audi, AAA, and Netflix.
