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CATEGORY: Advertising
Latest Mattel Creative Celebrates #DadsWhoPlayBarbie
January 24th, 2017 by The Drum on Beyond Madison Avenue
In another Barbie first, the brand is speaking directly to dads in its latest campaign that encourages men to play with their daughters. The creative includes a 90-second video with six dads and their daughters playing Barbie and trying out various careers, like doctor, teacher and astronaut.

Snapchat Advertisers Can Now Target Ads Based on Offline Behaviour
January 23rd, 2017 by The Drum on Beyond Madison Avenue
Despite once denouncing overtly “creepy” advertising, Snapchat has struck a deal with Oracle Data Cloud to allow advertisers to add offline user data to their arsenal. The partnership will allow the likes of Honda and The Honest Company to target Snapchat users more deeply with relevant ads based on things they have purchased offline. This data might come in the form of loyalty card behaviour, for example. The idea is that brands will be able to ascertain whether their ads on Snapchat influence users' offline behaviour...
John Oliver Gatecrashes HBO's Hits in Crossover Promo
January 20th, 2017 by The Drum on Beyond Madison Avenue
HBO’s incumbent cynical Englishman John Oliver is promoting the return of his late night show ‘Last Week Tonight’ in a promo crossing over with three of the broadcaster’s most prominent shows. To cement Last Week Tonight's return (12 February), Oliver appears on the set of Game of Thrones from behind...
Hyundai Ups the Ante With a Real-time Super Bowl Spot
January 19th, 2017 by The Drum on Beyond Madison Avenue
In a move slightly reminiscent of GoDaddy’s last-minute 2015 spot, reigning USA Today Ad Meter winner Hyundai Motor America announced it is returning to Super Bowl 51 with what it calls “an even more ambitious and creative program that will mark several Super Bowl breakthroughs.” The breakthroughs? Shooting...
Unilever: ‘Advertising Holds Back Progress When it Relies on Gender Stereotypes’
January 17th, 2017 by The Drum on Beyond Madison Avenue
Compelled by a recent purge of stereotypes from its own advertising, Unilever conducted a global study that found the industry is preventing progress around gender stereotypes that hold women and men back. Nearly 70% of the 9,000 men and women surveyed across eight markets believe the world would be a better place if today’s children were not exposed to gender stereotypes in media and marketing. They argue that not enough is being done to address the issue, with three out of four (75%) respondents placing that responsibility on senior leaders, many of whom will no doubt be at the World Economic Forum where Unilever will reveal the results today (18 January).
Shorter, Off-Peak Posts Will Increase Facebook Engagements, Report Suggests
January 17th, 2017 by The Drum on Beyond Madison Avenue
The use of video, keeping posts down to 50 words and posting during off hours are some key ingredients to more consumer interaction with Facebook posts, according to recent research from BuzzSumo. The report was based on an analysis of data from 800 million Facebook posts made in 2016. The researchers teamed up with Mari Smith to examine the number of shares...
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