brand-e

By Simon Fuller. When you’re an agency putting together campaigns for brands across multiple channels, the world moves pretty quickly. And as Denver-based Motive is constantly looking for the latest opportunities across different platforms, it’s no surprise that it utilises social media quite heavily.
“When it comes to developing a hybrid campaign, we can’t let ourselves focus and rely on a singular platform, technology or tactic,” says Matt Statman, Motive’s founder. “Considering the rate at which these elements are changing, we are acutely aware that different opportunities will arise – and dissipate – very quickly.

By Simon Fuller. Fi started out with a desire to make interactive experiences on the Net a whole lot better. Now with 10 years experience in the field and a raft of social media and microsite campaigns, along with numerous awards, under it belt, the US-based agency has accumulated plenty of know-how when it comes to interactive projects. So just how has the landscape changed since 1999?
“The biggest impact [on Fi as an agency] has been the number of specialized digital agencies that have risen over the years,” says David Martin, the outfit’s CEO. “When Fi started there wasn’t close to the number of agencies available to choose from now.”

Marketing retail. Ogilvy is taking its Idea Shop – which offers free advertising and marketing ideas to anyone in need – to Roman Road in East London from 8th to 10th July.
“We’d especially like to see small and medium businesses, charities, social enterprises, community groups, arts projects, artists and entrepreneurs,” the agency says. “Over a [...]

Labelling religion? A new generation is redefining what it means to be modern and Muslim, according to the Brands, Islam And The New Muslim Consumer survey from Ogilvy & Mather/TNS.
The report claims to debunk many of the stereotypes surrounding Muslim attitudes towards brands and marketing communications. Halal labels, for example, while important to showcase certification, [...]

Dump it. It’s time to take a look at Creative Trashback, which claims to be the world’s first interactive dump for ideas. It’s a place where you can go and recycle your trash, or simply sift through the waste of some of the most creative types around.
“If you find something nice, funny, stupid, ugly and odd or something inspiring – recycle it,” says TBWA Oslo, which is the agency behind this growing pile of rubbish. “Add stuff, mix it up and bring it back to life.”

Social shortfall. Many UK agencies and consultants are not providing enough guidance to their clients on social media, according to the 2010 McCann Erickson Social Media Index.
Almost half of marketing and comms professionals surveyed said they still don’t feel they have adequate knowledge on how best to use social media channels effectively for marketing purposes, a figure McCann Erickson Bristol calls ‘surprisingly high’.

Doing digital. Ogilvy is opening a new Digital Lab at the WPP offices in West London, with the agency saying that the latest iteration was inspired by its original Lab over in Canary Wharf. The new unit, a collaboration between all WPP companies based out west, aims to give hands-on experience of the latest digital [...]

By Simon Fuller. Entertainment lab. Wieden + Kennedy has been working the entertainment angle for a while now, having kicked off with films for big brands like Nike some 10 years ago. Recently, the agency added the WKE site to its repertoire, creating a content delivery platform specialising in programming about culture which edges on the alternative – like underground music, street art and skateboarding.
“The overall goals of WKE are to extend our core business, enhance our creative reputation, give voice to our people and our communities, promote the agency and generate revenue,” says Bill Davenport, executive producer at WKE.