Advertising

Marks & Spencer has lost the right to bid on the 'Interflora' trademark on Google AdWords, ending a five-year legal battle.

Advertising Agency: BBDO, Santiago, Chile Client: Monticello Grand Casino Executive Creative Director: Jorge Espinoza Creative Director: Ingrid Lira Art Director: Cristian Seisdedos Copywriter: Claudio Diaz Illustrator: Astro IC.

Advertising Agency: BBDO, Santiago, Chile Executive Creative Director: Jorge Espinoza Creative Director: Ingrid Lira Art Director: Pablo Aburto, Marcelo Palma, Cristian Seisdedos Copywriter: Pablo Aburto, Marcelo Palma, Cristian Seisdedos Illustrator: La mano estudio Photographer: Patricio Pescetto

ADOTAS — The new Xbox gaming console, which will be unveiled today, has produced 66,000 more online conversations than the Samsung Galaxy S4 and the Facebook Home operating system combined, in the month leading up to its launch, according to global social media monitoring software provider Synthesio. The Xbox has sparked 266,000 comments compared to the Galaxy S4’s 117,000 and Facebook Home’s 83,000. Synthesio monitored conversations across all social media platforms, forums and the comment sections of newspapers. The amount of interest in the new console is particularly strong in the US and UK, with 39,547 conversations in the UK and 109,832 in the US, but 1,758 comments were also recorded in China. However, not all the conversations have been positive, with around 10% expressing negative sentiment towards the prospect of a new console. Many users are also speculating on the name of the new console, with “Infinity”and “Durango” among the most popular monikers. “Big product launches always produce a lot of online discussion, but the buzz ahead of this launch is pretty exceptional,” said Catriona Oldershaw, Managing Director UK of Synthesio. ”We are not surprised that most conversations are taking place in the US and the UK, as both these regions have high amounts of social media engagement. However, what is interesting, is the growing buzz in countries such as Brazil and China. This underlines the growth of a consumer class hungry for new products. “Many of the conversations involve speculation about the name of the new console,” Oldershaw added. “By keeping the name under wraps, Microsoft has helped to add to the anticipation.” Subscribe to the free Adotas.com Newsletter

“Every toy can live again. Donate your old toys.” Advertising Agency: Eugenio, São Paulo, Brazil Client: ParkShopping São Caetano Creative Director: Carlos Valladão Creative Director: Agostinho Moura Art Director: Eduardo Borges Copywriter: Minêu Illustrator: Eduardo Borges

“Rebuilding a forest isn’t that easy.” Advertising Agency: Publicis Conseil, Paris, France Chief Creative Officer: Olivier Altmann Creative Director: Olivier Altmann Copywriter: Mathieu Degryse Art director: Yves-Eric Deboey Assisting AD: Fanny Chevalier Account managers: Vincent Larnaudie, Anne-Sophie Rudas PR Manager: Emilie Seid Photographer: Jason Hindley Art buyer: Flore Silberfeld 3D and Retouching: Pierrick Guenneugues

The term "big data" has become quite prevalent in the marketing world lately. In a previous Central Desktop article, I examined the notion of big data and how it pertains to how brands and agencies work today. We started with a simple definition of big data. In our marketing world, big data describes the plethora of information we have accumulated through the monitoring of consumers as they browse, socialize, search and purchase online. Every time a person visits a website, a cookie is dropped within their browser. Every time a person responds to a call-to-action from a landing page, data from the form they filled out is captured. That's just a small example of big data's makeup. Dan Zarrella, HubSpot's social media scientist, told me a little bit more about the kinds of data that are important to marketers and agencies - and how marketers and agencies should be using that data. More...

The annual conference offers multiple formats for attendees to get their marketing challenges addressed and build relationships with industry luminaries SES Toronto 2013 TORONTO - SES Conference & Expo, the leading online and integrated marketing event series, announced today that online marketing and advertising professionals who attend this year’s SES Toronto Conference, June 12-14, 2013 at the Toronto Marriot Downtown Eaton Centre, will be able to participate in the popular “Meet the Experts Roundtable Forum.” This forum facilitates face-to-face interaction and discussion with industry thought leaders and leading practitioners. Attendees will also be able to hear these industry luminaries speak throughout two morning keynotes, 30+ conference sessions, theater presentations and express clinics on the Sponsor Showcase floor, and 4 ClickZ Academy onsite training workshops. “The ‘Meet the Experts Roundtable Forum’ has become one of the most popular parts of the SES conference program” Each roundtable discussion is led by 2 featured experts, with a total of 10 different key topics from which to choose. Some of the most popular topics include: Link Building, Content Marketing, PPC for Ecommerce, Video Optimization, Maximizing Mobile Marketing, and Social Media Optimization, and more. “The ‘Meet the Experts Roundtable Forum’ has become one of the most popular parts of the SES conference program,” said Mike Grehan, Group Publishing Director at Incisive Media. “In these informal roundtable discussions, SES Speakers are ready and willing to share their knowledge and expertise with conference attendees,” adds Grehan. “Attendees simply pull up a chair, take a seat and put forth their most challenging questions to the experts. What better way to get answers they need to hone their marketing campaigns?” Grehan concluded, “Attendees can also move freely between different roundtables to make sure they get the most out of the session. After the Thursday, June 13th ‘Meet the Experts Roundtable Forum,’ they can take their conversation and new contacts to our drinks.” About SES Toronto The SES Toronto conference includes informative presentations and panels, intensive training workshops, and a Sponsor Showcase floor. Each day is choreographed to leave plenty of time for networking opportunities with industry associates. Its real-time case studies provide attendees with best-practice knowledge that can be immediately applied to their marketing programs, and its classroom-style learning offers a high degree of interactivity. The SES Toronto conference agenda, programmed by the SES Advisory Board, is designed to help online professionals with up-to-date marketing strategies and best practices. This year, specific consideration has been given to mobile marketing, Big Data, Web analytics, Email marketing, Display advertising, Content marketing, and e-Commerce. Visit http://sesconference.com/toronto/ for more information. About Incisive Media Incisive Media’s SES Conference & Expo is a leading global conference and training series focused on educating today’s digital marketing and advertising professionals. The SES sister brands include ClickZ, the provider of digital marketing news, information, commentary, advice, opinion, and research and Search Engine Watch, which covers news and information about search and analysis of the search engine industry, and offers tools for improving search marketing effectiveness. Incisive Media is one of the world’s leading business-to-business (B2B) information providers, serving a wide range of financial, business technology and professional services markets globally. The company aims to bring product provider and purchaser business communities together using all the varied platforms available to a modern information business. Whether communicating online, in print or in person, Incisive Media prides itself on its entrepreneurial culture, creating market-leading products for the industries it serves

Advertising Agency: Talent Propaganda, Sao Paulo, Brazil Chief Creative Officer: Joao Livi Creative Director: Alexandre Nego Lee, Rodrigo Bombana Art Director: Bruno Trad Copywriter: Ligia Mendes Account Manager: Marcel Bonzo, Eliana Ricci Media Planner: Mauricio Almeida, Paulo Stephan Production Company: Fuba Filmes Editor: Tulio Galvao Sound Company: Sound Design Sound Producer: Tony Berchmans, Sergio Villaça

CHALLENGE. Zero budget to promote “the Lost World Cup”, mockumentary about the 1942 World Cup which never took place because of World War II. STRATEGY. We artificially generated the news to start debating the championship’s existence. To avoid being uncovered, we set the news far, geographically and culturally. During a Japanese quiz show, Katsuro Matsuda loses 100 million yen. Question: “Where did the 1942 World Cup take place? Answer: “Patagonia”. Wrong! The anchorwoman stated the championship never took place, provoking Katsuro’s protest. RESULTS. More than 200,000 views in ten days. Movie sold to RAI in Italy, and many other Countries. Advertising Agency: TBWA, Rome, Italy Agency website: http://www.tbwa.it Executive Creative Director: Geo Ceccarelli Creative Director: Fabrizio Caperna Art Director: Luca Boncompagni, Matteo Desogus Copywriter: Arnaldo Funaro Producer: Marco Vignale