-Fallon recently landed TaxAct for media and creative, and the first work is out now. With Adam Scott as the voice over, TaxAct looks to stand out by being simple, honest, and relatable. There’s one resounding truth about tax season—no one likes doing their taxes and even TaxAct, a tax company, gets that. The tagline, “Let’s get them over with,” cements people’s opinion on the matter. The tone is straightforward with a dry edge, saying that TaxAct is a tax company, and that it doesn’t have pro athletes as spokespeople because they wouldn’t call the company back, along with knowing it isn’t a sexy company.
-The creative carousel keeps spinning as Chris Beresford-Hill is departing his role as president of North American Advertising at Ogilvy to become chief creative officer of the Americas at BBDO. Beresford-Hill has been at Ogilvy since 2021. Ogilvy recently named Samira Ansari CCO of the New York office.
-Check out the biggest brand fails of 2023.
-Adweek set out to discover where marketing departments stand when it came to returning to the office.
-Despite all the challenges wrought by 2023, leading CMOs did not focus on merely surviving the year; they marshalled their creativity and industriousness to help their brands grow without spending as much as they did a year earlier.
-Brands want to be more sustainable but they’re also under pressure to hit revenue goals in a tough market, and that pressure rolls downhill to agencies, ad partners and publishers, writes Simon Johansson, sustainability lead at SeenThis.
-Grocer Esselunga returns to Italian television with a TV campaign of the story of Carlo and Marta and their friendship that endures over time, thanks to a walnut. A Christmas exchange of gifts between two children becomes an unexpected Christmas surprise 15 years later. The tagline “Your groceries are never just groceries” is the foundation for the narrative. The campaign was created by New York-based creative agency Small, and “The Walnut’ was directed by Rudi Rosenberg through Indiana Productions.