WPP lifts World Cup of advertising for the 4th time in a row

Sir Martin Sorrell hails “brilliant work for clients” as WPP agencies set the standard once again at the Cannes Lions International Festival of Creativity

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The Cannes Lions Festival tonight named WPP as holding company of the year for the fourth year running.

The award followed the announcement earlier in the week that WPP had, for the third consecutive year, won the Effie for the world’s most effective holding company.

Cannes Lions recognises the world’s best examples of creativity in a commercial setting. The holding company award is based on the total number of points won by each group’s agencies during the week of the festival. Agencies from 47 different countries contributed points to WPP’s total. WPP finished first ahead of Omnicom and Publicis respectively.

Ogilvy & Mather was crowned network of the year for the third year in a row.

Among the many examples of winning work from WPP agencies were: Ogilvy & Mather Brazil’s “Bald Cartoons” for GRAACC, the children’s cancer institute; “Unload your 401k” by Grey New York; OgilvyOne London’s “Magic of Flying” for BA; “Turning Packaging into Education” from Y&R Yangon/Red Fuse for Colgate Palmolive, bringing Myanmar its first ever Lion; Ogilvy South Africa’s “Give Me Strength” for Lucozade; “The Autocomplete Truth” for UN Women by Memac Ogilvy; Y&R Beijing’s campaign for Penguin China; and Bob Dylan’s “Like a Rolling Stone” box set release by Interlude New York for Sony Music.

Sir Martin Sorrell, CEO of WPP, said: “We normally describe Cannes as our Oscars but this year it’s the World Cup of advertising and marketing. We’re thrilled to lift it for the fourth year in a row. Over the last 12 months there have been a few distractions for some in the industry, so it’s good to focus on the core of our business: brilliant work for clients. Huge thanks and congratulations to all our winning people, agencies and networks.”

John O’Keeffe, Worldwide Creative Director of WPP, said: “A tough contest has come to a gratifying conclusion for WPP here in Cannes. The closeness of the result is testament not only to our own strength, but that of our competitors as well, who I know will be just as hard to beat next year. Congratulations to everyone whose work has made Cannes 2014 such an amazing showcase for our industry.”

You can read the full press release here.

Pro-Bono Ad Campaigns

Can advertising do more than just sell products and services or entertain? Can it, in fact, have a positive impact on society and help to change the world for the better? We think so – and we applaud those advertising firms that are providing pro-bono ad campaigns to reach people with important messages that address vital social issues. Here are a few excellent examples:

 

World Wide Fund For Nature:
Frightening vs. More Frightening


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Elm Grove Police Department:

Slower Is Better

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Tailgating Isn’t Worth It. Give Trucks Room

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Buckle up. Stay alive

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To see more about these ads and other social campaigns see this article.

Do Taglines Still Matter?

From Randy Kershner, PACE Senior Copywriter

There’s been a lot of chatter in the advertising world about Burger King’s new-but-not-necessarily improved tagline: “Be Your Way.” We don’t see how this new slogan is any better than the restaurant’s classic old slogan (“Have it Your Way” – which hasn’t been used much in the past decade but, remarkably, remains as memorable and identifiable today as ever). The old tagline gave a pretty solid selling proposition: at Burger King, you can customize your sandwich. Sure, it may be fast food, but BK will still make it to order for you, just the way you would like to have it. Plain, simple, boom. Easy to get.

But “Be Your Way?” Really?

A company spokesperson attempted to explain the decision, saying, “We’re trying to elevate ‘Have it Your Way’ to a state that’s much more emotional and centered around self-expression.”

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“Be Your Way” is awkward language, for starters, and a bad attempt at pop psychology beyond that. From a fast-food restaurant chain. Burger King, please just give us our Whoppers the way we want them and let’s not try to make it a statement of personal individuality or self-expressionism. It’s a sandwich, for crying out loud. Can we just have it our way and be on with it?

But we digress. In the wake of all the buzz around the new BK tagline, we came across this interesting piece on TalentZoo.com’s Beyond Madison Avenue blog, which asks the question: “Do Brands Need Tag Lines?”

Author Brian Keller posits the idea that maybe the tagline doesn’t matter anymore – that taglines “probably stopped working… over a decade ago” and that no one but agency folk really care about them anymore.

The very idea that the tagline is obsolete goes against the grain of all we’ve learned and how we’ve worked with clients for 65 years. Of course, just because “that’s the way we’ve always done it” doesn’t mean something shouldn’t be examined. Creating taglines is one of the first steps in our process of branding and positioning clients – and it still resonates strongly with our clients as more than just a vain exercise. Granted, there are a lot of bad taglines out there. And when you read the Beyond Madison Avenue article and see their mix-and-match list of corporations and taglines, it makes you stop and consider how so many well-known slogans could be interchangeable. For example:

“I’m Lovin’ It.” Couldn’t this line work for Macy’s as well McDonalds?

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“Just Do It.” Everyone knows it’s for Nike, but couldn’t those same words apply equally well for, say, Home Depot?

This is good food for thought… and it presents a creative challenge to agencies. Taglines do still matter, when they are crafted in a way that makes them truly exclusive to and identifying of a particular, unique client. As standalone words on a page, any tagline might seem interchangeable. But when used as part of a strategic branding initiative, combined with an effective advertising and marketing campaign, the right words can still come together to serve as a powerful, identifiable, and memorable hook that remains attached to a brand and defining of a company in the mind of the consumer.

We’re note ready to give up on them yet.

Kudos to the CIA

When large companies join the social media world, especially when they are late to the game, rarely do they make a splash.  The Central Intelligence Agency stood out when, on Friday, the sent their first tweet and it went viral:


 

Kudos the CIA, way to make a splash!  The government agency can now be found on Facebook and Twitter.  Welcome to the game!

 

Going Viral

When an advertising agency or a company makes a video there is always a hope it goes viral.  A viral video is a video that becomes popular through the process of  Internet sharing, typically through YouTube, social media and email.

Every week AdAge rounds up the top viral videos and this week six of the top ten spots are taken over by World Cup campaigns, but one interruption was Google’s First Drive ad, a video for a product that does not even exist yet.  The top three are:

 

(1) Galaxy 11 The Training – Samsung         

Views this week: 17,581,980

 

(2)  Risk Everything – Nike 

Views this week: 6,050,983

 

(3) A First Drive – Google 

Views this week: 6,022,065

 

You can find the full list of Viral Videos here.