• How to Spend $275 Million in 48 Minutes: Three Super Bowl Ad Trends for 2013

    February 1st, 2013 / Comments (0)

    Want to watch $275 Million get spent in 48 minutes? Just tune into CBS at 6:30 p.m. on Sunday to see one of America's greatest primetime displays of violence, debauchery and poor impulse control. And I'm not talking about the Super Bowl…

    I'm talking about the Super Bowl ads.

    In all seriousness, these days it's no surprise that independent research year after year continues to show that over half of U.S adult viewers plan to watch the Super Bowl as much, or more, for the ads than for the game itself. In fact, social listening measurement findings suggested that in 2012 64% of respondents said that half or more of their conversations online with respect to the Super Bowl were about the commercials themselves.

    With the average investment of $4 Million on the line for a 30-second spot, it's no wonder why the CMOs of many of these advertisers are looking to squeeze their investment for every penny.

    There are three standout trends that have continued to proliferate the Super Bowl ad space for the last several years (and by all accounts will continue even more in 2013).

    01. Online Ad Preview and Teasers

    Online Ad Previews and Teasers are becoming more of the norm. VW made the most famous splash last year with its Star Wars parodies that received over 56 Million hits after allwas said and done, largely in part to the pre-release of the spotson YouTube.

    This year's early winner goes to the Kate Upton Mercedes spot, which in one week gained over 5 Million views (and counting).

    Humbling news as, by this author's account, this is one of the more ridiculously off-brand spots I've ever seen. Given the fact that the CLA won't even be available for the next 7 months, the brand needs lasting impression and awareness. Regardless of the substance, it's clear that Mercedes knows the value of online traction and will do whatever it takes, no matter how low-brow, to get an early lead among its rivals.

    Regarding the idea of Super Bowl teasers, the concept is simple,but the debate still rages on about whether or not the big reveal should be saved for the big game. While we don't promote a "one size fits all" approach to advertising, and I'm sure there are errors to the rule, it's hard to argue with the facts. Mashable reports, "According to YouTube's research, ads that ran online before the Super Bowl last year got 9 Million views, on average. Those that waited? 1.3 Million." With, on average, three times as many views online over broadcast, many could argue that the real winner in all of this is actually YouTube.

    02. Ads for Social Democracy

    Ads by social democracy are becoming more common in 2013. While Doritos pioneered the concept with their user-generated ads in the past few years, this year we are seeing a greater variety of the concept. For instance, one of the biggest brands in the world, Budweiser, has finally launched a Twitter account in its name. The brand, which had a little more than 600 followers Monday morning, is using the account to promote its upcoming Super Bowl ad, which will feature a Clydesdale foal via their Twitter hashtag campaign. Pepsi is also using their site and Twitterto recruit some of their fans to strike a pose with their can before their half-time show.

    But, the big pre-game winners in 2013 seem to be the "choose your own adventure" style ads from Audi and Coke. In what Audi says is a Super Bowl first, they recorded separate endings for their "Prom Night"commercial, and are compiling social votes where the audience chooses the ending. Coke created cokechase.comto tease their spots by highlighting three different sets of teams who are all racing to win a giant coke in the desert. The team with the most votes online will get their spot aired right after the game.

    Coke_SuperBowl

    03. Second Screen

    This year, more viewers than ever will be watching on a second screen. Now in real-time, technology allows brands to engage with the viewing public on their mobile phone or tablet during the event. For instance, Yahoo's Into_Now pioneered app technology that augments the second screen experience by using the unique audio digital signature in a television show topickup, and serve up, content directly related to that show. CBS estimates ad revenue alone from their second screen engagement to be between $10-$12 Million. Being able to interact with stats,player bios, team formations, highlights and social aspects is an essential part of any second screen approach for the sports enthusiast.

    Regardless of all of the hype, a few certainties remain. The Super Bowl represents one of the highest risk: reward ratios in advertising. Because of this, marketers are getting smarter by using not only the right tools, but also the right content to get the consumer's attention. Disintermediation is taking effect and the consumer is finally starting to see large-scale control of and connection with their favorite brands. As our society gets more social and mobile, so does the advertising.

    Needless to say, as an advertiser, I am thankful for the Super Bowl. If not for any other time during the year - the Super Bowl gives us an annual magnified window into the progress of advertising. With so much attention to the commercials, it almost makes me feel sorry for the guys on the field.

    Almost.

    Originally posted on the Rodgers Townsend blog.

  • 12 Must-Have iPhone Apps For Creatives

    January 25th, 2013 / Comments (0)

    Apps, apps, apps. Everywhere you look, they're there. Almost de riguer on digital briefs these days, like banners and MPUs were in the 'old' days.

    It's estimated that over 400,000 new apps will be released this year - as there clearly aren't enough already...

    So which of the current crop are actually useful to an iPhone-toting creative looking to boost their productivity or just find inspiration?

    We only have iPhones at Ego Towers. The good news is that many of those listed below are available on other platforms too. Here goes...


    1. Dropbox

    You'll know this already, no doubt. Google has Google Drive, Microsoft has SkyDrive. They all do essentially the same thing with a few minor differences - online storage 'in the cloud'.

    Store your files where you can access them any time you have internet access.

    Dropbox lets you define which folders are public and you can share specific files with specific people.

    Saves bloating everyone's email with vast attachments and makes everything easier to file and find.

    Dropbox has great integration with other apps making it easy to create files in other apps and save them straight into your Dropbox.

    Download Dropbox >


    2. Evernote

    This is the power behind The London Egotist. With day jobs to attend to and families waiting at home, the commute is where a lot of the legwork is done - and it's done in Evernote.

    It's a relatively simple text editor that syncs with every browser you can think of (even Opera). Write your note and as if by magic, it'll be waiting for you on your desktop machine.

    Formatting tools are simple and comprehensive and the autocorrect is mercifully accurate.

    You can add voice and photos to your notes too if you're that way inclined.

    You can add tags to make files easier to find and it automatically geo-tag your notes so if all you can remember is where you wrote your note, Evernote will help you find it.

    Download Evernote >


    3. Tiny Scan

    Expenses. The eternal tension between admin and getting your own money back from Accounts.

    We've never found it easy, doing it in batches months apart so we forget the whole process in the meantime.

    What this app does us convert a photo if your receipt into a PDF that you can email yourself or save into your Dropbox.

    Then you just attach the PDF to your online claim and your money's on its way (slowly).

    Download TinyScan for iPhone (paid)


    4. Clipboard

    We resisted Pinterest but Clipboard does a similar thing with less of the 'look everyone, I'm curating!' vibe.

    It's good for scrap-booking if you're researching a brief, pulling together reference or you can showcase all the different places your lovely integrated campaign appeared in.

    Download Clipboard for iPhone >


    5. Great-Ads

    This is really just a web-app/shortcut on your phone pointing to great-ads.blogspot.com

    They pull together the latest and greatest ads from all over the world, so it's a handy window onto how the rest of the planet is selling toilet bleach.

    Download the Great Ads web app > (go here via your mobile)


    6. TED

    "TED is a nonprofit devoted to Ideas Worth Spreading. It started out (in 1984) as a conference bringing together people from three worlds: Technology. Entertainment. Design."

    If you don't have this already, you need it - unless you're that Steve Jobs - and we're pretty sure no one is these days.

    This is inspiration for creativity and technology with valuable lessons for humanity and sometimes marketing. Each video is downloadable, so you can benefit from the wisdom of Stephen Hawking and Sir Ken Robinson wherever you are.

    You will feel surprisingly worldly and uplifted after every single one.

    Download TED for iPhone >


    7. Fathm

    Timesheets have always vexed us, so anything that helps is more than welcome on our smartphone.

    This is the prettiest apps of the bunch - though setting it up's a tiny bit fiddly.

    Once you've got past that, it's just a question of remembering to let Fathm know what you're up to so it can keep track of the hours for you.

    Download Fathm for iPhone >


    8. Snapseed

    Exercise your inner re-toucher - and you know, Instagram filters are for amateurs. Snapseed is one if the best, most feature-packed of the many mobile photo editing apps out there.

    For example, Selective Adjust lets to make subtle changes to a selected area of your photo, while Tune Image gives you control over the white balance and other ambient colour effects.

    Download Snapseed for iPhone >


    9. Pocket

    Pocket lets you save web pages to your iPhone so you can browse them offline when you're underground or somewhere you can't guarantee a good connection to the web. It can preserve the web page layout or you can choose a reader-friendly 'Article View' if you prefer.

    It's as simple as bookmarking a page, syncing while you still have a data signal then you're set. Plus you can bookmark pages on your desktop to save them to your phone. Smart.

    Download Pocket for iPhone >


    10. Image To Text

    A simple yet clever character recognition app. Take a photo of some text on a page and it'll send the editable text to your email.

    A bit geeky but very handy if you don't fancy typing out paragraphs needlessly.

    Overlooked and underrated.

    Download Image To Text for iPhone >


    11. Pocket Lists

    There are lots and lots of To-Do apps and this is one of them. What sets this apart is the ability to set reminders by time and or location.

    Need to remember to call that production company back as soon as you get into the office? Easy. Just enter the reminder and your office postcode and you won't forget.

    It syncs with all your existing work and Google calendars so those reminders will find you wherever you are.

    Download Pocket Lists for iPhone >


    12. Snapguide

    This is actually an app designed to help people share their step-by-step how-to guides using a sequence of annotated photos.

    However, there's no reason why you couldn't use it to map out a TV storyboard on the move or an online user journey on the train home.

    Download Snapguide for iPhone >


    So that's our top 12. What have we missed? Tell us in the Comments below or email us london@theegotist.com

  • Another quiet day for Improv Nowhere.

    January 15th, 2013 / Comments (0)

    Inspired by zeitgeist-surfing success of Improv Everywhere and the subsequent copying and rehashing by less talented and unimaginative groups and brands, Improv Nowhere regularly organises stunts where no one turns up, passers-by remain undisturbed and toes remain uncurled.

    Over the last year or so, Improv Nowhere has left public spaces like railway concourses and shopping centres free of flash-mobs, fake arguments and synchronised embarrassment.

    Often, members of Improv nowhere will turn up in individually, blending in with the unsuspecting public. Then they'll spontaneously continue to go about their business just as though they had a genuine reason for being there instead of being driven by a desperate desire for attention in life.

    Only last month in the run-up to Christmas, Improv Nowhere organised a no-show at Bluewater, the UK's busiest shopping mall.

    Improv Nowhere's audacious Bluewater no-show

    One shopper remarked, "I was just trying to find a shirt for my dad when all of a sudden a group of hitherto hidden drama students and semi-employed decided not to burst into a tired song and dance routine, while not being filmed on a handful of Canon 5D's, some not capturing the tired incredulity of onlookers. It was really refreshing actually. I was half-expecting random strangers to start walking around with no trousers on - it would have been hilarious. 3 or 4 years ago."

    Improv Nowhere spokesperson Jenny Wilson said, "As soon as I saw the flashmob sequence on the BBC's "Young Apprentice", I knew it was something I'd always wanted to avoid. It's definitely an idea whose time had come. And then gone quite swiftly afterwards."

    Improv Nowhere (not pictured)Improv Nowhere (not pictured)

    “Logistically it's a challenge trying to prevent over-eager students and people old enough to know better from emerging into a half-arsed dance number that's been done to death already."

    "Spontaneity is key. We practice practice practice until we have our spontaneity down pat. Then it's simply a case of seeing what every other ambient campaign has done and organising everyone to not turn up or do anything.”

    More non-events are planned. Jenny adds, "Not doing the whole of Gangnam Style dressed as the clergy is a real favourite. We're thinking of not flash-mobbing the Tube as 80's videogame characters and not making people cringe in public spaces all over the UK."

  • What We Learned In 2012: Brian Ford

    January 14th, 2013 / Comments (4)

    Founder/Executive Creative Director of Zambezi.

    I’ve never been a person who reflects on the past. I’m the guy who records the present through words/pictures/film and then noodles with it later. I learn from the past by making things out of it. I’ve been doing it since middle school, and I think somewhere along the way I convinced myself that experiences and memories would be stronger if I made films or photo books out of them. I also wanted to impress my friends and have them not hate me for recording them in the first place.

    So if it’s cool with you, what I want to do is share some things that we’ll call “2012 learnings.” I can’t bullet point them or give it the top ten treatment. I just want to chuck some stuff your way and we’ll get through this just fine. And true to form, I’ll do it with a little film. It’s mostly a smattering of the people around me in 2012, whom I learn from every day. Spoiler alert: you will learn nothing from this film. If you learn anything, it’s to surround yourself with people that inspire you. It’s easier to learn when you’re inspired. Enjoy.

    - Brian

    To read the entire "What We Learned In 2012' series, click this.

  • What We Learned In 2012: Jason Sperling

    January 10th, 2013 / Comments (1)

    Senior VP/Group Creative Director, RPA Jason Sperling is the creative force behind a number of highly iconic campaigns, like the launch of the iPhone and is perhaps best known as the creative director and driving force behind “Mac vs. PC” campaign.

    What I learned in 2012, in no particular order.

    It is not okay to be sitting on the couch watching TV, working on a laptop and instant messaging on an iPhone all at the same time. A line must be drawn.

    Giant pandas can be both adorable and creepy.

    People enjoy socializing with brands when they act more like friends – helpful, caring, selfless and a really good listener.

    Patton Oswalt, Rob Delaney and Kelly Oxford are #awesome on Twitter.

    Kristen Wiig and Andy Samberg are apparently replaceable.

    Forty doesn’t make you old. But it also doesn’t make your nerdiness any more acceptable.

    If your daughter says she wants a pixie cut, don’t believe her. Afterwards she’ll yell at you, cry her eyes out and demand all her hair back “this instant!”

    No matter how sticky and awesome and shareable our content is, we still have to contend with things like this…

    Skype interviews never seem to work. “Can you see me? No? How about now? No? Now? How about now? No? This fix it? No? Fuck this. We’re talking on the phone.”

    RPA doesn’t have much more time being the underdog that no one expected to win the big award or come up with the amazing idea.

    I found out there’s a giant blue bear on the loose in Denver.

    Nothing puts a strain on a relationship, dinner party or discussion at a urinal like a national election.

    When you type in “Where is Farmshop?” Siri shows you this.

    Matthew Broderick still totally rules.

    We could not have helped a nicer, more deserving band get their big break.

    Whether you win an award at Cannes or you don’t, the show ends, the walls get picked clean and it all starts over again.

    I learned that interns can be brilliant. And somewhat devious.

    You have to earn respect. Every single day, with every single piece of work you do.

    Clients expect and deserve your very best.

    I learned I have the most awesome creative department in the world. Wickedly talented. Uncomfortably nice. And chock full of heart.

    And I learned that if you do great work, a blog that refers to you as “so-and-so” in 2011 might actually know you by name in 2012. J

    To read the entire "What We Learned In 2012' series, click this.

  • What We Learned In 2012: Adhemas Batista

    January 9th, 2013 / Comments (0)

    Adhemas Batista is an insanely talented gifted self-taught graphic designer/illustrator transplant from São Paulo, Brazil and is in the business of selling colors.

    To read the entire "What We Learned In 2012' series, click this.

  • What We Learned In 2012: Jason Gaboriau

    January 7th, 2013 / Comments (2)

    Aside from being devilishly handsome Jason Gaboriau (pronounced Gab-o-something) is the VP Executive Creative Director of the Crispin Porter + Bogusky Los Angeles office.

    2012 was a great year for me; personally and professionally. And like any great year there was a lot of learning that happened. And since you asked the question of, "What I learned in 2012" and weren’t very specific, I thought I’d take it literally and give you the full list.

    • I learned that California is the greatest place to live and work (taxes aside).
    • I learned the Magic Castle is awesome.
    • I learned telling people you listen to Today’s Country is always met with a grimace.
    • I learned that Jason Lively, Rusty from European Vacation, lost his virginity to the German girl he flirts with in that movie.
    • I learned that the hardest thing about being Gluten Free, Dairy Free, Soy Free, Egg Free, Nut Free, Alcohol Free and Caffeine Free is explaining why you are Gluten Free, Dairy Free, Soy Free, Egg Free, Nut Free, Alcohol Free and Caffeine Free.
    • I learned that there are no Palm Trees in Los Angeles that contain coconuts.
    • I learned the name on Mr. T’s license is Mr. (First Name) T. (Last Name).
    • I learned you should never post opposing political views on Facebook lest you be damned.
    • I learned that Moms read Adcritic too.
    • I (re)learned how fun advertising can be.
    • I learned a lot of great stuff from the really smart people in every department at CP&B.
    • I learned that famous people eat burritos just like the rest of us (except they eat half and throw the rest away).
    • I learned that you can love NYC and not miss it at all.
    • I learned that the 405 at 8 AM is the perfect time to make personal calls.
    • I learned that the best focus group is a stranger on an airplane.
    • I learned that there is no such thing as 'too many Whole Foods.’
    • I learned which airplanes have Wi-Fi.
    • I learned that Douglas Fir Christmas trees do not smell Christmas-y at all.
    • I learned that being nice is a really great leadership tactic.
    • I learned that you can get arrested, handcuffed and thrown in jail for NOT having a California license.
    • I learned that cowl neck sweaters look great, even in prison.
    • I learned that Dijon mustard can be anthemic.
    • I learned (always knew) there is no such thing as copywriter, art director, Digital Copywriter or digital art director anymore.
    • I still haven’t learned how to spell.
    • I learned that once a client buys a great idea then the real hard work begins.
    • I learned it's always a good idea to let your brain rest and go see a movie.
    • I learned that the advertising community's approval never feels as good as your family’s approval.
    • I (we all) learned that I look great in women's jeans.

    To read the entire "What We Learned In 2012' series, click this.

  • What We Learned In 2012: David Charles

    January 4th, 2013 / Comments (4)

    David Charles - Partner/ECD Kesselskramer Los Angeles; curator KK Gallery; screenwriter; music nerd; part-time documentarian; full-time dad and husband.

    1) Make it Meaningful
    Meaningful work is the new killer app. After the technology avalanche and the seismic industry shift's we've survived in the past 10 years, brands and agencies are pretty much leveled out and the main point of differentiation now is how to create the most powerful emotional connection with consumers. Whether its a TV ad or a mobile driven campaign you have to find a mutual interest, a human value that both brands and consumers can share and have a chat about. No more borrowing from culture, its time brands claimed a space of their own in the Zeitgeist. Go ask Red Bull and that guy who flung himself from a zillion miles high.

    2) Strategize long-term. Output short-term.
    The era of spending all your budget and time on a single-minded campaign is coming to an end. Every brand and their respective agency should dedicate at least 25% to 40% of budget and time to behave like an R&D unit or like MTV in the early 80's. In other words, long-term plans and objectives with very quick if not real-time output and post-research to keep improving as you go, straight with the consumers. "Right now" has become way more effective than any "proven concept".

    3) The new level of competition.
    Ad agencies are now pitching against production companies and talent agencies. Brands competing for eyeballs against entertainment properties. Now that content is king we have to look at our competitive landscape in a whole new way. Coca-Cola isn't competing against just Pepsi anymore, its competing against Pixar and the latest installment of American Idol. This is great because it pushes us harder to create advertising that is just as invaluable to people's lives as the last chapter in the Harry Potter series or the NBA finals. Well, almost as invaluable.

    4) Its in the story and the details.
    Substance is a beautiful word, its also the name of one of my favorite New Order albums. I heard it quite a bit in 2012, but I believe that 2013 is the year of substance. That means we need to start unearthing the truth's, the history and sometimes creating new myths to give brands a strong meaning, an emotional connection in the consumer's hearts and minds. However, just a good story isn't enough, you have to execute it well, design with attentiveness and give all its details the same amount of love and craft as the main communication assets.

    5) Work hard and be nice to people.
    I know this may sound old fashioned, but building long-lasting relationships with clients should be priority. Its how agencies can help brands build long lasting relationships with their consumers. Act like a start-up, an in-house agency, a true partner, a co-conspirator of your clients goals and objectives. That behavior usually leads to fruitful collaborations. If you can show fellow colleagues and clients that you are a restless ally, someone who is fighting for their best interests, with a small ego and big ideas, then collaboration will become effortless. It doesn't matter if you're a Junior creative, a partner or a CMO, hard work and positive energy are always welcome to the table. Just make sure to build a very long table.

    To read the entire "What We Learned In 2012' series, click this.

  • What We Learned In 2012: Rob Schwartz

    January 3rd, 2013 / Comments (4)

    By day Rob Schwartz is the first-ever Global Creative President of TBWA\Worldwide. At night he scours the globe to bring you the best work with the most potential to win at One Show, D&AD, Cannes, Clios, Spikes and all the rest.

    1. A year is short, but you can do a lot in 24 hours.
    (Coffee room. TBWA\Chiat\Day, LA)

    2. Advertising is a team sport.
    (TBWA\London)

    3. The day you lose a piece of business is the day you begin re-pitching it.
    (Achilles. Hyde Park, London)

    4. The airplane is one of our best inventions. Airport security is not.

    5. Portuguese is difficult.
    (My notebook. Learned at the University of YouTube)

    6. Be careful what you wish for.
    (In this case, we told a French cab driver we were late and to hurry.)

    7. Always listen to the Beard.
    (leeclowsbeard, that is.)

    8. Japan is always inspiring.
    (A brief interlude with legendary film director Akira Kurosawa.)

    9. The competition is fierce and there is a lot of great work out there

    10. #HastagsAreForIdeas

    11. Rock ‘n Roll will never die.
    (Neil Young at the Grammy’s “Person of the Year” dinner.)

    12. Sometimes the worst circumstances bring out the best in people.
    (Great foto I found on the web right after Sandy hit.)

    and one more...

    13. There’s no place like home.

    To read the entire "What We Learned In 2012' series, click this.

  • What We Learned In 2012: Winston Binch

    January 2nd, 2013 / Comments (0)

    Winston Binch - Partner/Chief Digital Officer at Deutsch LA, BDW founder, Google Creative Council, web warrior, father, husband, skier, music maker

    I learned that not everyone is ready for invention and that you shouldn't force it where it's not understood or wanted. If you want to innovate, you need to be comfortable with a reasonable amount of failure. That's a tough pill for a lot of marketers to swallow. Instant success is not guaranteed. In recognition of this, we launched a new digital service called the Inventioni.st and I learned that it's best to sell invention in bite size bits in order to lower the risk for brands.

    I learned that "if you've got your health you're not hurting" (a line from my friend Rowland Stebbins' song, "Phoenix"), and that sailing is an under appreciated sport.

    I learned that while agile development methodology is the way of the future there's no replacing the importance of the creative idea.

    I learned that I need to smile more and that positivity is critical to successful problem solving and business change.

    I learned that I rode my bike 594 miles and climbed 74,022 feet, that LA has some of the best cycling anywhere, and half-marathons are harder than they look.

    I learned that the terrain at Mammoth Mountain rivals many of the big mountain resorts I've skied in North America.

    I learned that there are a lot of important things businesses can learn about operationalizing experimentation from jazz musicians and improvisational culture.

    I learned there's more I can be doing to create good in the world.

    I learned that digital education is not a passing interest after helping LMU and thinkLA launch the M-School: Institute of Marketing.

    I learned that advertising needs to make room for the next generation of digital creatives and that their output is different than art directors or copywriters. They code, develop strategy, ideate, and add value to any creative team.

    I learned that advertisers are a good fit for hackathons and that I've got some brave and smart clients in addition to a remarkably talented group of people around me everyday. It was a good year. Ready for the next one.

    To read the entire "What We Learned In 2012' series, click this.

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