Morning Update: Vogue’s 100th birthday; Puma reveals BeatBot; How agencies of the future will get paid; is Apple against grammar?
CampaignLive: Harvey Nichols’ Vogue ad features 100-year-old fashion model
Harvey Nichols’ new campaign features the first 100-year-old model to appear in Vogue. To celebrate the fashion magazine’s 100th anniversary, a print ad features Bo Gilbert, who was born in 1916, to appear in the June issue of Vogue.
Adam & Eve/DDB created the campaign to tackle ageism in the fashion industry and promote the retailer’s “attitude and willingness to do things differently”. A two-minute behind the scenes film will also run across Harvey Nichols’ website and social media channels.
Ad Week: Puma Made a Robot for Runners That Races Them Around the Track
Lots of brands are getting into wearable tech. But Puma decided to make some “raceable” tech in the form of a little robot pin wheels that follows the lines on racing tracks and pushes runners to hit any pace, and eclipse it.
J. Walter Thompson worked with Puma on the “BeatBot,” which is explained in the video below, featuring a cameo by Usain Bolt. The programmable, self-driving, line-following robot was developed with help from a group of MIT engineering graduates.
Ad Age: How the Agency of the Future Will Be Compensated
Ad Age Polls Six Top Execs About Payment Models: Ad services holding companies and agencies are in the throes of technology-driven operational changes and restructuring for a client-centric future in which there will be many more competitors from outside the agency world. And with this shift will come new compensation models.
In 10 years, agencies will be taking on more risk for more potential upside, according to a number of industry executives. That means more agency pay will be tied to key performance indicators such as sales, as opposed to predetermined fees for labor, said most of the executives. Still, the perfect model is many years off. For now, here are a few predictions:
I don’t know a ton about grammar. My girlfriend taught me almost everything I know over the course of 30 minutes one night when I was 21, shortly after graduating college with an English degree. I’ve occasionally thought about buying a used copy of Strunk & White because it looks cool, but I’ve never actually read it. I’m pretty good, with commas, but I’m by no means a subject expert in grammar. (Editor’s note: Jake, please come to my office.)
With all that said, I have a serious problem with Apple’s ideas about grammar. They do not make sense, and everyone I’ve spoken to is in agreement on this. (Editor’s note: Yes.)
Ad Week: 3 Things to Know About the Next Generation of People-Based Marketing
The rise of digital media and addressable platforms (read: The black boxes of ad networks) has come at the expense of the engaging and personalized experiences mastered by marketers of the direct marketing era. But that needn’t be the case anymore. People-based marketing is getting a digital makeover.
Marketers can now tap into the power of their own first-party customer data in combination with third-party data from digital audience platforms. This allows the creation of more meaningful customer experiences than ever before—across media, channels and devices. People-based marketing offers an enormous potential to increase ROI, improve lifetime value and ultimately drive competitive advantage. The downside? It’s extremely difficult to implement.
Ad Age: Amazon Profit Tops Estimates as Demand Grows for Fast Delivery, Cloud Services
Amazon’s sales and profit topped estimates on robust demand for quick-turnaround delivery, cloud services and gadgets like the Kindle and Echo, adding to evidence the e-commerce giant can make money even as it invests heavily in future hardware, software and entertainment.
The results were a validation of Jeff Bezos’s customer-centric philosophy and the Amazon Prime membership model, sending the shares up the most in almost a year Friday morning.
Mumbrella Asia: Ogilvy Shanghai creates 3D dancing selfie
Ogilvy & Mather Shanghai has uploaded a case study video to YouTube just in time for the Cannes Lions awards deadline that reveals an idea for Budweiser to woo young Chinese fans of electronic dance music.
The ‘Bud Selfie’ takes a mobile phone user’s selfie picture and transforms it into a stylised 3D image that can move to the beat of the music. The application was integrated with WeChat.
