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Morning Update: W+K unsweetens Mother’s Day; Pandora’s plan for reinvention; What’s hot at NewFronts; Netflix Asia progress ‘limited’

Ad Week: P&G Raises the Stakes in Its Latest, Darkly Brilliant ‘Thank You, Mom’ Masterpiece

We’re exactly 100 days out from the opening of the 2016 Olympic Games in Rio, and less than two weeks away from Mother’s Day. To mark both occasions, Procter & Gamble has brought back its ‘Thank you, mom’ campaign. And this time, the marketer has both broadened the scope of why it’s celebrating moms and zeroed in on a particular attribute—their strength.

The spot was created by Wieden + Kennedy in Portland, Ore., and directed by Jeff Nichols of Rattling Stick. And while previous installations of ‘Thank you, mom’ have mostly focused on the effort and sacrifice mothers make specifically in helping their sons and daughters train for sports, this new spot goes further.

Pandora

Fast Company: Inside Pandora’s Plan To Reinvent Itself—And Beat Back Apple And Spotify

For somebody who just got off of a red-eye flight across the country at six this morning, Tim Westergren seems strangely energised. Perhaps it’s adrenaline. But it would be hard to blame him if there was a shred of terror in there, too. Two days earlier, Westergren had suddenly found himself with a new job: chief executive of Pandora, the Internet radio company he co-founded 16 years ago.

Plenty has changed since the early days—the company has travelled a rocky road. After inventing personalised Internet radio as we know it, Pandora amassed more than 80 million users, went public on the U.S. stock market, quarrelled with the music industry, made up with the music industry, acquired a few music startups—and integrated its radio service into 1,700 types of devices along the way.

New Fronts preview ad week

Ad Week: What Everyone Will Be Talking About at the NewFronts This Year

No longer a sideshow to the glitzy, glad-handing TV UpFronts, the Digital Content NewFronts have come into their own. A digital offshoot of traditional television’s annual ad sales event, the NewFronts have steadily grown since they launched five years ago.

This year’s event is poised to grab more headlines than ever before, with 37 participants, including six new ones. Here’s our guide to what everyone will be talking about.

Reed Hastings

Mumbrella Asia: Netflix boss: High content costs and lack of local language content is limiting Asia progress

The CEO and co-founder of Netflix has admitted that the high cost of licensing content is limiting the internet television firm’s progress in Asia.

Talking to staff and journalists at Netflix’s regional headquarters in Singapore, Reed Hastings, who has been with the company since it launched in the late nineties, acknowledged that the limited slate of content on the platform in Singapore was “frustrating” for customers.

The Guardian: Welcome to your virtual cell: could you survive solitary confinement?

There’s a thin mattress on a concrete platform bed, a stainless steel washbasin and toilet, a metal door with a slot for food, and four walls rather too close for comfort. At least, that’s what you can see in a compelling new virtual reality journey built by the Guardian, which replicates the experience of solitary confinement in disturbing detail.

6×9: a virtual experience of solitary confinement aims to highlight thepsychological toll on those subjected to such harsh incarceration for between 22 and 24 hours a day. It offers a visceral, interactive experience through a Guardian app on your smartphone and VR goggles or Google Cardboard headset.

Business Insider
Digiday: Inside Business Insider’s aggressive European expansion

A lot has changed in the 18 months since Business Insider made its 2014 U.K. debut. The U.S.-based digital media company has seen its U.K. traffic grow from 2 million monthly uniques to more than 5 million monthly readers, according to comScore. It beefed up its London staff from 11 to 35 people and generated “triple-digit growth” in advertising revenue.

Oh, and the publisher was also bought by German digital media powerhouse Axel Springer for $343 million (£235m) — a deal which has since prized open the door to further aggressive pan-Europe expansion. That’s not to say it’s been without its sticking points.

unfollow-trump-adweek

Ad Week: These Agency Creatives Really, Really Want You to #UnfollowTrump on Twitter

Many people working in advertising prefer not to broadcast their personal political beliefs for fear of upsetting the often delicate client/agency balance and giving their PR teams something else to worry about. So, mark this as yet another unwritten rule destroyed by the rise of one Donald J. Trump.

Small and mid-sized agencies like barrettSF, Walton Isaacson and TDA_Boulder have all created somewhat self-promotional stunts based on Trump’s “divisive rhetoric.” But Momentum Worldwide creative director Arye Dworken had a more specific goal in mind—encouraging as many people as possible to stop following the Republican presidential candidate on Twitter.

top cat hailfax mortgage

The Poke: This Halifax mortgage advert has gone viral on Twitter for the WRONG reasons

 Can you spot the error in this advert idea? Yes. That’s right because as Twitter user Ricky Haggett points out: Yep. Top Cat lived in a bin.A mortgage for someone who lives in a bin. Pretty accurate considering the lack of affordable housing don’t you think?

Ricky Haggett spotted the Halifax mortgage ad, “at the entrance to Walthamstow Central tube station” and it’s since gone on to get over 1500+ retweets. But as Peter Canning replied, “tbf there are people dreaming of owning their own bin in central London.”

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