Old Spice "Questions"
by Wieden & Kennedy
by Leo Burnett London
by BETC Euro RSCG
California Milk Processors "Dentist"
by Goodby Silverstein
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Hello ladies. How are you? Fantastic. Let's kick off with the follow-up to
this year's Cannes Grand Prix winner for Film, which we featured here last week. The new Old Spice spot, Questions, is even
more impressive, and not least because the whole thing was captured for real and in a single shot. Although admittedly it took 36
or 37 takes to get it just right. We like this ad even better than its predecessor. Wieden & Kennedy is the agency once
more. Also, we thoroughly recommend this
video interview with Old Spice Man Isaiah Mustafa on web channel G4. Mustafa, a real charmer, explains exactly how the shot
was done. Swan dive...
... into the new McDonalds UK ad by Leo Burnett. Burnett's
London outpost has turned out a string of top-notch and distinctively British spots for McDonalds over the past few years. This is
another gem. McDonalds may be the world's biggest fast-feeder, but it takes the time and trouble to craft its creative output to
suit each local market. Charming in every way. (See our McDonalds UK profile page for
more local ads).
Now one for all iPhone obsessives. French pay TV service Canal+
launches its new iPhone app with another typically inventive spot from BETC Euro RSCG.
And finally, the latest instalment in Goodby Silverstein's Mootopia
series for the California Milk Processor Board. Part of the long-running Got Milk? campaign, this series of ads shows life
in the wonderful land of Mootopia where milk flows like water, a phenomenon that doesn't quite suit everyone...
In the news this past week: Brands &
The UK media reported this
week that Qatar Investment Authority is plotting a full takeover of supermarket retailer Sainsbury's. It is already the
largest shareholder with a 26% holding. QIA originally launched a bid for the business in 2007, before pulling out because of the
developing global credit crisis. QIA owns a number of other UK retailers, most notably Harrods, acquired earlier this year.
Meanwhile Amazon launched its online grocery delivery service in the UK and Germany. Its move into the intensely
competitive UK market was slightly surprising considering the already extensive offering provided by the country's three biggest
supermarkets Tesco, Sainsburys and Asda. Amazon's announcement appeared to be timed to coincide with publication of the IPO
prospectus from the UK's other major online grocer Ocado, a privately owned company which sources its supplies from the
Waitrose supermarket chain. Ocado aims to raise GBP 200m in an ambitious float which values the business at more than GBP 1bn.
Unlike all four existing services, which each have their own delivery fleet, Amazon plans to send out most of its grocery orders
by regular mail, although chilled and fresh items will be delivered direct by third-party specialist suppliers.
Volkswagen Group unveiled a reshuffling of senior managers.
Matthias Mueller was named as executive chairman of the group's newly acquired Porsche subsidiary. He takes over from
Michael Macht, who stepped in to run the business last summer following the dismissal of Wendelin Wiedeking, the CEO who
engineered Porsche's disastrous attempt to acquire Volkswagen. Macht was in turn rewarded with a promotion to the main Volkswagen
Group board, where he assumes responsibility for global vehicle production. His predecessor in that role, Jochem Heizman, takes on
a new position as board member for commercial vehicles.
Everything Everywhere, the newly created joint venture company
which now operates the Orange and T-Mobile mobile services in the UK, announced details of its merged marketing
department. A single team will, for the most part, manage both brands under the control of Guillaume van Gaver (VP, marketing) and
Steven Day (VP, brands & communication). Stuart Jackson was named as brand communications director with Spencer McHugh as
brand marketing director. However, each brand will also retain a small dedicated team of its own. Pippa Dunn was named as VP,
Orange Propositions, with Lysa Hardy as VP, T-Mobile Propositions. Elsewhere in the UK, BT's retail & consumer
marketing director Matthew Dearden resigned to become chief executive of outdoor media owner Clear Channel UK. His replacement at
BT has not yet been named.
In other personnel moves, Walmart announced a further shuffling of
its management team. John Fleming, chief merchandising officer since 2007, is leaving the group. His role
is being split between John Westling, who becomes EVP,
general merchandising & replenishment, and Jack Sinclair who was named as EVP, food & health & wellness merchandising.
Meanwhile Nokia has raided BlackBerry manufacturer RIM to poach Charmaine Eggberry, previously VP for EMEA regional
operations. She becomes Nokia's SVP, global marketing GTMO (or go-to-market operations). Travel portal Orbitz, a unit of
Travelport, appointed Chris Orton, former director of internet marketing at eBay, as chief marketing officer.
Tate & Lyle agreed to sell its European sugar and syrup
businesses to American Sugar Refining (ASR) for GBP 211m. The deal includes the sale of the iconic Tate & Lyle packet sugar
business (including a long-term license to use the Tate & Lyle name) as well as Lyle's Golden Syrup, one of the world's oldest
brands. Instead Tate & Lyle intends to focus its attention on its higher-margin speciality ingredients division. ASR has
already acquired several other Tate & Lyle businesses in the past, including its operations in North America. The company is
best known at home for the US sugar brand Domino and in Canada for Redpath.
Google established a sizeable toehold in another new sector by
agreeing to acquire ITA Software, a developer of online travel reservation systems, for $700m. ITA's products include software
which allows airlines to manage flexible pricing for online ticket sales, as well as passenger reservation systems and an online
booking engine. At least one motivation for the purchase is to mount a more convincing attack on Microsoft's rival search engine
Bing, which has carved out something of a niche in travel search. Announcing the purchase of ITA, Google CEO Eric Schmidt declined
to rule out the possibility that the company might ultimately start selling tickets itself, although he said that such a strategy
was "less likely".
Deloitte published the latest edition of its annual Football Money League
report, ranking the world's richest clubs. For the first time, two Spanish teams held the #1 and #2 spot, a fact that could have
some added significance if Spain's national team succeed in carrying off the World Cup for the first time this weekend. Real
Madrid was the world's richest club for the 5th consecutive year, and now becomes the only club ever to exceed €400m in annual
revenues. FC Barcelona overtook Manchester United to take second place, while Germany's Bayern Munich ranked
4th. England's Arsenal, Chelsea and Liverpool held the next three spots, while Italy's Juventus, Internazionale
and AC Milan rounded out the top ten. Download the full
report here. Meanwhile, the beleaguered England national team are to begin looking for a new lead sponsor following the
decision by building society Nationwide not to renew its current contract when it expires this summer. Nationwide said that
its decision was not influenced by England's dismal performance in the World Cup. According to press reports, the Football
Association has been demanding GBP 30m for the next four-year contract, a steep increase on the GBP 20m Nationwide agreed to pay
In the news this past week: Agencies
Alex Bogusky, the creative guru largely responsible for the rapid
ascendancy of US agency Crispin Porter & Bogusky since 2000, announced his resignation from both that agency and parent
group MDC Partners. He says he is keen to pursue opportunities outside the advertising industry (and will in fact be held to that
promise by a multi-year non-compete clause). His departure is not entirely unexpected. Bogusky began to relinquish his day-to-day
responsibilities at CPB a couple of years ago, passing direct control of the agency's creative department to co-ECDs Rob Reilly
and Andrew Keller. However, according to an interview he gave this week to Fast Company magazine, the key factor for his departure
was the fact that MDC's chairman Miles Nadal "started getting phone calls from some clients that didn't like things that I
had said". Bogusky has become increasingly outspoken in recent years in his extra-curricular activities. In his recent book
9-Inch Diet, for example, he launched an attack on giant-size portions served in American restaurants, a view that didn't go down
well with CPB clients Burger King and Domino's Pizza. Since then, in his blog and web show Fearless TV, Bogusky has regularly
targeted global, and especially American, consumerism. "Miles was cool about it," Bogusky told Fast Company, "but
to me I just thought this is going to happen over and over, and Iíve barely begun. It's like, everyone's got enough going on, so
I don't want MDC to have to deal with damage control. So Miles and I basically went back to plan A - retirement." In a
separate interview with the New York Times, Bogusky said he is keen to dabble in areas such as social media. "Mostly what I
want to do is participate in this cultural revolution that's happening, mostly outside of advertising. The more interesting stuff
is coming from the fringes, and that's where I want to be."
Some of Bogusky's duties as group-wide "chief creative
insurgent" at MDC may be inherited by Marc Lucas, who is moving from his role as chief creative officer at another MDC
subsidiary Kirshenbaum Bond Senecal & Partners after just six months. The former Razorfish executive is to take on a
role as senior digital creative director across the whole MDC portfolio, and will be replaced at KBSP by co-creative director Izzy
Debellis and Edward Brojerdi. According to AdAge, Lucas "butted heads culturally" with some of the KPSP team.
Separately, Digitas named Lincoln Bjorkman as chief creative officer for North America, overseeing the output from all six
of the agency's offices in the region. He also remains CCO for Digitas New York and creative leader on the American Express
Yes, it's Fallon for Cadillac. After a few days of intense
negotiation over the immediate conflict between incoming Cadillac and Fallon's existing client Chrysler, the latter brand
has agreed to walk away, allowing Fallon to accept the higher-billing Cadillac business. Chrysler spent around $150m on US
advertising last year, according to Kantar figures, whereas Cadillac's expenditure was more than $350m. This arrangement follows
the abrupt decision by new GM marketing chief Joel Ewanick to pull the Caddy account from sitting agency BBH and move it to
Fallon, an agency with whom he had worked before. Terms of the split between Fallon and Chrysler were, inevitably, not made
public. However, AdAge suggests that the Fiat-controlled car company is in no great hurry to find a new shop, with several
campaigns already in the bag and waiting to air. According to Adweek, Chrysler Group has asked its other current roster shops,
which include Wieden & Kennedy and Richards, to pitch and has also invited submissions from Interpublic's Gotham agency and an
alternative Publicis Groupe team comprising Publicis & Hal Riney and Paris-based Marcel.
Digital Marketing Group, ranked by Campaign as the country's
biggest interactive agency group, reported weak performance for its most recent financial year, although the group said the
results were in line with expectations considering the slowing economy. Revenues slid 27% to GBP 48.5m for the year to March 2010,
mainly as a result of a steep fall in sales of data analytics services to financial services clients. The group reported a pretax
loss of GBP 1.4m. That deficit was largely the result of a non-cash impairment charge of GBP 3.8m relating to past acquisitions,
but the group also enjoyed a one-off benefit from a GBP 1.7m settlement for breach of contractual obligation by a former client.
Excluding both those exceptional items, bottom line would have fallen from an effective GBP 4.8m profit last year to a lost of
almost GBP 1.2m for the latest period.
In a bold stand for creative excellence, German agency Lukas Lindemann
Rosinski resigned its position on the roster of confectioner Ferrero, one of Germany's biggest advertisers, citing
frustration over the lack of creative opportunities on the account. LLR had handled the advertising for the Duplo,
Pingui, Raffaello and Ferrero Rocher brands. Explaining their decision, LLR's creative partner Bent Rosinski said, "In the
current economic crisis, many agencies have damaged their position because they regarded money as more important than reputation.
This is understandable in the short term, but stupid. We want to convince our clients with our creativity. If we can't do that
then we must also have the courage to end the collaboration."
In other other account assignments, Pfizer called a review of creative for
OTC analgesic Advil, currently managed by Grey New York. Pinnacle Foods transferred creative for its portfolio, which
includes Aunt Jemima's and Duncan Hines baking products, Vlasic pickles and Birds Eye and Hungry
Man frozen meals, to BBDO New York and Kirshenbaum Bond Senecal, out of Merkley & Partners and Publicis
& Hal Riney. In the UK, Vodafone called a review of direct marketing out of Partners Andrews Aldridge. H&M
kicked off what is expected to become a global media review by calling a pitch for its UK account, held by Universal McCann. For
all other appointments, subscribers can access the full Adbrands Account Assignments database here.
In the news this past
Walt Disney's ABC network has lost a six-year court battle with
UK-based programme-maker Celador over profit-sharing from the lucrative Who Wants To Be A Millionaire TV show. A California court
ordered ABC to pay Celador substantial damages of $270m. Celador was the originator of the Millionaire format, and sold US rights
to ABC in 1998. The show proved to be a huge success in America and was largely responsible for turning around the fortunes of the
then-struggling network. Under the terms of their deal Celador understood that it was to receive 50% of the profits from the show,
but the payments it received appeared to fall far short of that sum. After unsuccessful attempts to reach an amicable settlement
with Disney, Celador initiated a lawsuit in 2004. Disney has vowed to appeal against the new verdict.
Guardian Media Group, owner of the UK's Guardian and Observer
newspapers as well as a clutch of business information, radio and broadcast assets, confirmed Andrew Miller as its new chief
executive. He was previously the group's CFO, and replaces Carolyn McCall, who is leaving to run Easyjet.
David Abraham, newly appointed chief executive of UK broadcaster Channel
4, has ruled out any deal with struggling competitor Five, for which current owner RTL is seeking a buyer. In an
interview with UK trade magazine Media Week, he said "A merger with Five, or anyone else, is certainly not on my immediate
agenda for the future of Channel 4." That stance is likely to force Five into some sort of partnership with BBC Worldwide.
The world's most valuable web domain is up for sale, as a result of the
bankruptcy of its owner. Los Angeles-based Escom LLC acquired the sex.com domain for a record $14m in 2006, but has now
defaulted on the loan it took out to fund that purchase. As a result, German domain registrar Sedo has been appointed to find a
buyer. In its heyday, before the growth of Google and other search engines, sex.com was making as much as $15,000 a day from
advertising to visitors looking for online porn, but traffic has declined sharply in the past few years, and is likely to take a
further dive following the introduction of the new .xxx domain suffix next year. The domain was originally registered in 1994 by
Gary Kremen, later the founder of dating site Match.com. A year later, though, fraudster Stephen Cohen seized control of the site
using forged documents, prompting a five-year legal battle. Kremen was eventually determined to be the owner of the site and was
awarded $65m in damages for lost earnings. Cohen is rumoured to have earned as much as $100m in the five years that he controlled
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