In four years, Hiscox U.S.A.'s budget for branded content has jumped from nothing to 15 percent of its overall marketing spend, according to head marketer Russ Findlay.
Who wants to watch 10 minutes of industrial product testing? If Adam Savage and Jamie Hyneman are doing it, the answer is millions.
McCann Erickson continued its new-business streak with the agency's New York office appointment as the new creative lead for State Street Global Advisors.
In a break with its peers, business insurer Hiscox is running full force into risk. The company's new campaign from Doremus features men and women who took chances to open and expand their own businesses, be it an architectural firm or gym. The tagline is "Encourage courage."
A world without glass would be pretty soulless. That's the main takeaway from these new TV ads that Doremus and sister shop DDB produced for O-I, the world's largest manufacturer of glass packaging (mostly bottles, but other packaging too). They're part of O-I's ongoing "Glass Is Life" campaign, which began three years ago with a business-to-business focus but now targets consumers. Doremus, a b-to-b specialist, is something of a glassvertising expert, too—having made the awesomely peculiar "Brokeface" campaign for Corning's Gorilla Glass NBT. But the agency doesn't have a presence in Latin America, so it turned to Omnicom Group sibling DDB Colombia for help, and together they've created five fun, memorable ads. The basic premise is that plastic and aluminum are no substitute for glass, whether you're toasting at a bar, serving up water to a bikini-clad babe or desperately trying to push an SOS message out to sea. The ads first appeared online and will extend to TV this week in Colombia and Peru.
IDEA: When you break the screen of your smartphone, tablet or laptop, a part of you breaks, too. "Our technology and our sense of self—they're both very fragile, and they're increasingly intertwined," said Doremus copywriter Martin Sargent. "When we shatter our technology, we sort of shatter our psyches as well."
Lockheed Martin tapped McCann Erickson in New York and Interpublic sibling UM to handle global advertising and media responsibilities, sources said. Last year, Lockheed Martin spent nearly $4 million in measured media, according to Nielsen. That amount does not include internet marketing.
BNY Mellon is leaving Doremus but staying in the family. Fellow Omnicom Group shop TBWA has landed BNY Mellon’s global creative account after a review. Sources estimate revenue at more than $5 million.
A handful of finalists are scheduled to present to BNY Mellon in its global advertising review next week, sources said. Total account revenue is estimated at $5-7 million. The full list of finalists could not be ascertained.
Doremus, in keeping with its penchant for promoting from within, has found its new global CEO inside the agency.