Ad Agency
Transcript: JOHN BOILER The most important part of their culture: Being a doer and a maker all the time. And we really place high value on continuing to do that because otherwise, if you’re not making the donuts, you don’t learn who the great people are, you don’t know what’s happening. So we’re keeping the mud under the nails. EXTERNAL PROMOTION MUSIC OPENNESS , COLLABORATION, SOCIAL CHANGE FOR GOOD, SUPPORT. Marketing services group - Full Ad Agency OR The hottest creative shop in the US. FILM PRODUCTION Campaign: United Colors of Bennetton - UNHATE CO-FOUNDER / CHIEF CREATIVE OFFICER -People and culture. - Being honest and have a safe environment to be creative: There are NO bad ideas. COMPETITIVE SET 72andSunny created a Tinder-themed anti-smoking music video for truth (who selected the agency as its creative partner about a year ago) entitled “Left Swipe Dat” featuring all sorts of “YouTube celebrities” . CREATIVE DIRECTOR AWARDS MOTIVATION / INSPIRATION (And some of them have) Source: Youtube FOOD AND BEVERAGES FOUNDER/CHIEF EXECUTIVE OFFICER MATT JARVIS The Vatican protested and got that particular ad pulled—they'd probably prefer an image of His Holiness necking with Iman. It's difficult to take the whole manufactured "controversy" seriously. This is Benetton, which has a track record of making shocking ads to generate buzz. It's worked before, with previous ads showing a priest and nun kissing and AIDS patients. Judging from the outcry, "Unhate" is working, too. BUSINESS DEVELOPMENT Source: http://www.adweek.com/agencyspy/72andsunny-swipes-left-for-truth/80286 KEY CASE STUDIES KEY CASE STUDIES FACTS: = The message of the ad is equally clear: smoking makes you less likely to get laid. Truth’s scare tactics use to involve illustrating cancer risks with body bags and calling out large tobacco companies for their history of manipulation. Now they involve telling teens they won’t get laid if they light up. After a brief introduction, the text: “Fact: You get double the matches if you’re not smoking in your profile pics.” NO LOCATIONS: STAFF STRUCTURE STRATEGY DIRECTOR Source: Youtube OPERATING OFFICER GLENN COLE Ad Agency Philosophy: Culture, people, culture. Environment: Vibrant, democratic, digital, plywood. - skate and surf cultures, and of the film and content communities. - Innovators that serve environmental concerns. The company is a two-time “Agency of the Year” winner for Advertising Age and Adweek. AGENCY VISION They trust their work is so good it'll eventually get the necessary buzz to get VIRAL. HEAD COACH Source: http://www.adweek.com/adfreak/benetton-not-feeling-love-its-unhate-kissing-campaign-136587 BRAND DIRECTOR Sometimes called the ‘keeper of the magic’. Part talent scout and part taking care of everyone's hearts and heads - She has a masters in Spiritual Psychology. DESIGN DIRECTOR * Creating Cultural Impact on Behalf of Brands *Create Memorable Executions *Using Campaigns to Highlight Society Issues INTERNAL CULTURE SERVICES: CYNDI YEE - Founded in February 2004. - Size: 400 people + 90 in Amsterdam TECHNOLOGY AGENCY OVERVIEW AGENCY EVOLUTION Working together with the clients to create better work and have a better experience. People who work there. An image of the Pope smooching an Egyptian Imam—who wouldn't like that? It's just one example of controversial kissin' couples (mainly world leaders in conflict, like Barack Obama and Hu Jintao, and Nicolas Sarkozy and Angela Merkel) from Benetton's new pro-peace "Unhate" campaign from 72andsunny in Amsterdam. The values of the place and of the people who are there now, are really in sync with key cultural values: Part of it is also luck and karma. DIFFERENTIATION NEW TECHNOLOGY The transition from traditional marketing to digital and the rapid emergence of social media. PARTNER/CHIEF STRATEGY OFFICER - All 72andSunny products are in part a reflection of the personal influences of the people involved (aggressively insights-driven). Obsessed about functionality, clarity and culturally meaningful products more than most. Campaign: "Left Swipe Dat" ZOMBIES AND VAMPIRES RETAIL "Difficult times can be a great time to separate your agency from the rest of the pack. In an economy where there are too many agencies that look, act and talk just the same now is the time to rethink long-held strategic assumptions inside your agency and challenge decades of conventional wisdom in our industry, and push to learn, grow, and innovate".
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