Morning Update: Ogilvy CEO Miles Young to step down next year; Google links mobile ads to desktop purchases
https://www.youtube.com/watch?v=c33dTK7nUqo
AdWeek: Tylenol Further Explores the Changing Face of the American Family in New Ad
Tylenol is continuing its celebration of diverse families with a new commercial from J. Walter Thompson in New York featuring same-sex and interracial couples.
Titled “How We Family,” the ad is part of a broader effort to to challenge conventional—that is to say, conservative—definitions of family. Tylenol launched the campaign last fall by repurposing the classic holiday dinner scene in Norman Rockwell’s painting “Freedom from Want,” to profile contemporary families, including a lesbian couple who work closely with one woman’s ex-husband to raise the children from both relationships.
AdAge: Ogilvy CEO Miles Young to Step Down Next Year
Ogilvy & Mathertoday announced that its Global Chairman and CEO Miles Young will step down next year to become warden of his alma mater, New College at Oxford University.
His new appointment will be effective September of 2016.
Mr. Young, 61, has spent 32 years at Ogilvy & Mather, starting in the London office. He became chairman of Ogilvy & Mather Asia Pacific in 1995, where he spent 13 years. He assumed the role of Global CEO in 2009 and his current role of chairman in July 2012.
Mumbrella Asia: Pepsi launches first prime-time TV roadblock in Pakistan for Ramadan
Pepsi has launched a campaign ahead of the holy month of Ramadan in Pakistan that is understood to be the biggest ever on prime time television.
The campaign, which encourages Pakistanis to deliver eco-friendly lighting made out of empty Pepsi bottles to underprivileged communities, aired simultaneously on 55 satellite and terrestrial TV channels through the prime-time slot of 6pm to 9pm slot – a first for Pakistan advertising. Media buying was through Mindshare.
AdAge: Google Links Mobile Ads to Desktop Purchases and Vice Versa
All of the devices people use to browse the web pose a problem for advertisers and the companies trying to sell them ads: They don’t know whether an ad someone saw on one device led to a product purchase made on another device.
Google and Facebook have solved this problem for ads served on their own sites, and now Google is applying the fix to more of the ads it serves on others’ sites.
Google began measuring cross-device conversions in 2013 for its AdWords ads, which are the search ads that appear on Google’s sites and that can be syndicated as display ads across Google’s network of third-party sites. Now Google is adding the more traditional ads it serves on others’ sites and mobile apps to the mix. That means advertisers will get a better idea of whether the banner ads they’re buying all over the desktop and mobile web led to a product purchase or some other conversion, even if that conversion happened on a different device from the one on which the person saw the ad.
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The only thing that makes that Tylenol ad vaguely interesting is the presence of 2 same sex couples.
Which seems a pretty feeble prop.
It’s otherwise a very average, unremarkable and boring ad.
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@headache:
Thank god same-sex couples are finally boring. Realising they’re the same as everyone else is kind of the point.
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