Creative

Can brand video content stand alone online? High-level US media agency executives seem to think so, according to a December survey of them by native advertising platform Sharethrough.

Luis Miguel Messianu President – Chief Creative Officer of Alma shares insights into becoming a Creative Director.

With a more fragmented agency landscape, the next generation of CD is emerging from a wide variety of disciplines. Writers are not the only creatives stepping up to the task. Print and interactive designers and developers are bringing a new definition and perspective to a very complicated job. The transition from Creative to Creative Director is not easy. Being a great creative is only part of the equation. Leadership, maturity and strategy all come into play. Clients, account people and creatives alike are all relying on the CD to get it right.

The Executive Summary of the 4A’s 2011 Television Production Cost Survey (TVPCS) represents the results of the 25th year of a continuing project.

The integrated campaign seeks to broaden the awareness and understanding of the Aflac brand in the Hispanic marketplace, which is significantly lower than in English-speaking market segments. It will include two attention-grabbing television commercials along with radio and digital activations. In Press Conference, viewers are directed to MejoratePato.com (GetWellDuck.com), where they will find a wealth of information in Spanish about Aflac, its products, and the Aflac Duck.

Boca Juniors represents a unique spirit and passion that goes beyond sports and Nike always encourages the soccer club to become a leading character in different fields.

This year Draftfcb in Zurich and BMW Switzerland are once again presenting a Christmas greeting which is somewhat speedier than usual, this time with the title “The Fastest Christmas Song in the World”.

When I worked at a large communications agency early in my career, I found it odd when heralded “creatives” were automatically assigned to generate ideas for client challenges. Conversely, I also thought it odd that some clients had a knee-jerk reaction to outsource so much creative thinking to an agency in the first place, when the client organization was filled with incredibly smart and creative people.

Head & Shoulders announced that Lionel (Leo) Messi, beloved Argentinean soccer player, is appearing in a series of ads designed specifically to reach U.S. Hispanic males.

Grupo Gallegos continues to revolutionize the conversation around milk. As part of the campaign for the California Milk Processor Board that inspires people to see life “with the glass half-full,” this multimedia platform developed to appeal to back to school season, reminds parents of the importance of a good night’s sleep for their children and reinforces a special parent-child bonding ritual: a glass of milk and a story before bed.

With 38 ads on average airing per minute across national TV*, breaking through the clutter is essential. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers.

A lot of time and effort goes into the creation of a 30 second ad. From creative, to design, to branding, to marketing, to media buying, that ad has many uses. But imagine if you could cut it in half and still prove the same or greater impact on the viewer all while multiplying its uses across digital platforms.