Pandora has debuted a sonic logo as part of its "Sound On" campaign, which features music artists like John Legend and Jonas Brothers, and the logo will become part of the streaming service's experience, even personalized based on individual listening behavior. Pandora's Steve Keller describes the six-month creation process for the new three-second sound identity from Grammy-winning composer Matt Winegar.
DDB's March Madness campaign for Miller Lite takes a stab at Bud Light in "Aftermath," imagining what happens behind the scenes in its rival's Super Bowl spot, showing the Bud Knight as an actor getting up after falling in the battleground and heading to a tent to choose a can of Miller Lite. The push is running across TV, social and digital.
Coldwell Banker Real Estate has revealed a new logo as part of a rebranding initiative from Siltanen & Partners titled "Project North Star," which will give its employees and consumers the chance to have their say before the final mark is launched next year. A two-minute spot introduces the vision behind the new logo, which features a star top right above an interweaving "CB," with the company stating, "the CB North Star symbolizes the brand's position in real estate as a consistent, reliable presence guiding us all home."
Wieden+Kennedy New York's new campaign for Delta is once again voiced by actor Viola Davis, with 60- and 30-second ads that emphasize the value of travel to open people's minds and hearts to different cultures. "Close The Gap" will run as in-flight entertainment and across social and digital.
Personalized advertising can tap into the needs and interests of diverse audiences, Adriana Waterston writes. Research from her firm, Horowitz Associates, shows that hashtag campaigns, such as Always' #LikeAGirl and Coca-Cola's #ShareACoke, appeal to multicultural consumers.
Instagram's new Checkout function is the latest offering in the world of social commerce, and advertisers have also been making use of companies including Shopify and MikMak to sell across multiple social platforms. Calvin Klein Chief Marketing Officer Marie Gulin-Merle says social commerce is the "ultimate form of advertising," while Petco marketing chief Tariq Hassan predicts that artificial intelligence advancements will "create new ways for consumers to take immediate action and interact directly with brands in real time."
HBO, with Wieden+Kennedy New York, is celebrating Women's History Month with an "Inspiration Room" installation in Manhattan that displays diary entries from women around the world, including the actors in its own shows. A series of spots feature HBO female stars including Susie Essman, Dominique Fishback and Margarita Levieva reading personal writings from anonymous women related to breast cancer, depression and bad dates.
Agency and brand executives talk about the importance and challenges of brand purpose, with David & Goliath's David Angelo emphasizing that a brand must have a "core truth" that's championed top-down across the company before it can even think about embarking on purpose marketing. "[W]hen you align the truth of the brand, with the truth of the people who work on the brand with the truth of the people buying the brand's products, that's when you have an authentic brand movement that generates consumer engagement and relevance," he says.
MullenLowe has replaced BBDO as global creative agency for Grey Goose, following a competitive review, and the brand also chose Publicis Sapient to handle digital and social strategy. Kantar Media estimates that Grey Goose invested $7.4 million in measured media from January through November last year.
Research reveals that highly emotional purpose marketing can lead to feelings of guilt, depression and distrust of brands among consumers. "We found that lower-intensity ad campaigns in cause marketing evoke more desirable responses from the consumers," says Professor Jaywant Singh of Kingston Business School at London's Kingston University, adding that it can be "a win-win situation for both parties, as long as it doesn't come across as deceptive or trying to manipulate our emotions."
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