Kevin Spacey is an accomplished thespian whose talents extend to the possibly related realm of staring contests. In a fun (though tenuously branded) E*Trade campaign from R/GA, the House of Cards star challenges you to a staring contest—which lasts through three separate ads running in successive pods on Hulu's new drama The Path, starring Aaron Paul.
A handful of the most effective ads that aired on TV in the last quarter—from April 1 to June 30, 2015—were to-the-point spots in which brands showed off new products or services.
Crackle has inked an agreement with Publicis-owned media agency Spark in the Web publisher's first NewFronts deal this week. Financial terms were not disclosed.
When Kevin Spacey appears on screen these days, you expect him to speak to camera in a South Carolina drawl, assess his chances at screwing over a rival, and perhaps even (spoiler alert) kill a person or two. He does none of those things in E*Trade's new campaign from Ogilvy & Mather, but does aim for an air of mystery in his role as a "talent scout" who can tell by looking at someone whether he or she is "Type E*"—the company's term for sophisticated, savvy, self-directed investors. This Spacey spot is the first in what will be a series, Ogilvy tells us. An earlier spot that launched the campaign was titled "Epic Musical" and featured everyday people singing and dancing because they are Type E*. The new campaign follows the demise of the E*Trade baby, the star of Grey's longtime campaign, who was put out to pasture after six years of never growing up. "If you think about it, our target has grown to become more sophisticated, so the baby needed to grow up as well," said Russell Messner, global managing director at Ogilvy. "That being said, we did not want to alienate the smart wit and irreverence that are inextricably linked to the E*Trade brand. We believe Kevin Spacey, our 'Type E* Talent Scout,' is a great embodiment of this new phase in the brand's history."
Looking to deepen its online marketing efforts, E*Trade has added SS+K to its roster of agencies. SS+K in New York will focus in particular on the brand's use of social media to engage consumers. Ogilvy & Mather remains E*Trade's lead creative agency. The brand spent about $110 million in media last year, including $39 million online, according to Kantar Media.
News organizations have always treated data as simply a complement to the news, but freshly relaunched FiveThirtyEight is flipping that idea on its head.
Nate Silver's FiveThirtyEight is back up today with predictions for the forthcoming NCAA tournament, tabbing Louisville as the odds-on favorite even though the Cardinals are only a fourth seed in the tourney.
TD Ameritrade is looking for a new creative agency after splitting with incumbent Goodby Silverstein & Partners.
Grey New York is cutting 45-60 people, or about 4 percent of its staff of 1,100, with the layoffs taking effect in January.
Midway through his anecdotal talk today on the value of big ideas, Gerry Graf reflected on the creation of a monkey ad for E-Trade—the one that Goodby, Silverstein & Partners broke on the 2000 Super Bowl.