MediAvataar's News Desk
KIDinaKORNERCreate will Pioneer a New Model for Integrating Music and Brands
Alex Da Kid, the multi award-winning producer, songwriter, director and founder/CEO of KIDinaKORNER, one of Interscope’s most successful emerging record labels, alongside WPP, the world’s leader in advertising and marketing services, today announced the creation of KidinaKORNERCreate, a joint venture to bring music to the forefront of marketing.
Headed by Da Kid, KidinaKORNERCreate’s unique approach to integrating music and branded content allows for both artists and brands to develop intimate relationships with new audiences they might not otherwise reach. KIDinaKORNER has been extremely successful at reaching and speaking to mass audiences, in particular Generation Y. With the support of WPP, this new partnership will continue on that journey with more resources and capabilities at its disposal.
Announcing the joint venture at the Cannes Lions International Festival of Creativity, Alex Da Kid said: “Music is extremely powerful and plays a very important role in people’s lives, connecting them to a moment that is uniquely personal. Unfortunately, it can often be the last thing to get attention when programs are being planned.
KidinaKORNERCreate offers a new model, bringing music to the forefront of every level of the creative process; planning, strategy and execution. This approach will create more substantial and meaningful engagement with the audience.”
Sir Martin Sorrell, founder and CEO of WPP, said: “Alex is not only a hugely successful producer, but a genuine innovator. The ability to offer clients fresh approaches in the world of branding and content is becoming increasingly important, so we couldn’t be more pleased to announce this exciting new partnership.”
KidinaKORNERCreate will be based in Los Angeles and will work directly with both brands and agencies to create the most exciting, bold and innovative programs possible.
This venture continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: technology, data and content. WPP’s other content investments include Refinery29, China Media Capital, Fullscreen, Indigenous Media, Imagina, Media Rights Capital, Bruin Sports Capital, The Weinstein Company and VICE. The Group’s digital revenues were US$6.9 billion in 2014, representing 36% of WPP’s total revenues of US$19 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next five years.
Three of the world’s biggest names in marketing, content and community – WPP, DailyMail and Snapchat – announced the establishment of Truffle Pig, a joint content marketing venture combining the best of global agency, newsroom and social media talent.
This new company will offer brands unprecedented reach and opportunity through content planning, development and creation as well as amplification across digital media sites and platforms.
Sir Martin Sorrell, founder and CEO of WPP, the world leader in advertising and marketing services, commented: “In a digital world overflowing with content, consumers crave quality. A next-generation company, Truffle Pig combines the best in media, content and user experience to satisfy people’s appetite for great storytelling – and inspire brand engagement, loyalty and sales.”
Jon Steinberg, CEO, Daily Mail North America, who will join the Board of Truffle Pig, said: “A truffle pig finds the rare and tasty. With the need for story-driven marketing on our sites and those of other media companies, and new ad formats like Snapchat, brands need a truffle pig. We are excited to work with the world’s leading brands, their media agencies, and all digital platforms to bring a unique take on digital marketing.”
“It’s been an amazing experience to work with the Daily Mail on their Discover channel and innovate alongside them,” said Evan Spiegel, CEO of Snapchat. “We couldn’t ask for a better opportunity than to partner with Daily Mail and WPP to create the best mobile video content.”
Truffle Pig will use DailyMail.com, Elite Daily and Snapchat as test beds for original concepts in story-driven marketing, but its content and services will extend to any digital properties the client brands wish to market on. Truffle Pig will work closely with Snapchat to create best of breed “3v” (vertical video view) ads on Snapchat.
Alexander Jutkowitz, Managing Partner, Group SJR, has been appointed Truffle Pig’s CEO. Truffle Pig will initially launch in the U.S., with headquarters in New York City, and will utilize Snapchat’s 3V video production space in Los Angeles.
Innovation matters. In the consumer product realm, it can drive profitability and growth, and it can help companies succeed—even during tough economic times. On the opposite side of the sales counter, consumers have a strong appetite for innovation, but they’re increasingly demanding and expect more choice than ever before.
Around the world, more than six-in-10 respondents (63%) say they like when manufacturers offer new products, and more than half (57%) say they purchased a new product during their last grocery shopping trip. But success can be hard to come by. Brand competition is intense and shelves are crowded.
The Nielsen Global New Product Innovation Survey polled 30,000 online respondents in 60 countries to understand consumer attitudes and sentiments about the drivers behind new product purchase intent. It’s important to note that in the eyes of the consumer, not every product that’s new to them is new to the market. As such, for the purposes of this study, we defined a new product as any item a consumer has never purchased before.
Economists may have declared the end of the Great Recession nearly six years ago, but times are still tough for consumers around the world. In fact, more than three-quarters in Latin America (78%), two-thirds in Europe and Africa/Middle East (68%) and half in North America (50%) still believe they are in a recession. And these pervading recessionary sentiments may create a barrier to new product trial, as more than four-in-10 global respondents (42%) say economic conditions and recent world events make them less likely to try new products.
As a result, affordability tops global consumers’ list of reasons for purchasing a new product, but there are regional differences in the order of importance placed on this attribute. In Asia-Pacific, affordability is the third-most important reason for purchasing a new product, behind value and convenience. North Americans place affordability second on their list, behind novelty and tied with brand recognition. In Latin America, affordability is just slightly behind brand recognition as the reason for making a new product purchase.
When it comes to the new products consumers wish were available right now, products at affordable prices was the most commonly cited attribute across all regions—by a wide margin. Forty-three percent of global respondents say they wish more affordable products were available, 14 percentage points above the next-highest attribute. North America showed the biggest differential between the top two desired product attributes—20 percentage points between wanting products at affordable prices (44%) and wanting new food products (24%). Similarly, Latin America showed a 19-point difference between affordable products (60%) and the second- and third-most-desired product types, environmentally friendly and those made with natural ingredients (41% each).
“Consumers need to stretch their money as far as possible, and they’re looking for products that stay within a budget,” said Rob Wengel, senior vice president and managing director of Nielsen Innovation in the U.S. “Savvy manufacturers are those who don’t just sell their products at lower prices or on promotion, rather they build cost-cutting into the product development and design process. Cost-driven innovation requires letting go of traditional assumptions, and it starts with understanding what tradeoffs consumers will make when they can’t afford a product.”
Other findings from the New Product Innovation report include:
In-depth looks at the top regional reasons consumers try new products.
Developed vs. developing regional appetites for new products.
The effectiveness of free samples in new product awareness/trial.
56% of global respondents cite friend/family recommendations as sources of new product awareness.
New Products have cross-generational appeal, and aren’t just for the young.
Innovative cross-cultural agency the community at SapientNitro, was honored with the prestigious Press Grand Prix at the 62nd Cannes Lions Festival of Creativity for its “Never Stop Riding” campaign, created for the Buenos Aires Public Bike System. The campaign was also awarded two Gold Lions in the Art Direction and Illustration categories.
“To be awarded the Grand Prix out of almost 4,500 entries is an incredible honor”
“The Cannes Lions awards represent the pinnacle of creative achievement for our industry,” said Joaquin Mollá, co-founder and chief creative officer of the community. “This recognition is a testament to the creative courage born from a great relationship between the agency and the City of Buenos Aires.”
“The success of this campaign is emblematic of the tremendous political will behind the vision to transform Buenos Aires into an eco-friendly city,” said Marcos Peña, general secretary of the City of Buenos Aires. “As part of this effort, in just a few short years, Buenos Aires has already become one of the 20 most bike-friendly cities in the world.”
“To be awarded the Grand Prix out of almost 4,500 entries is an incredible honor,” said Jose Mollá, co-founder and chief creative officer of the community. “We are committed to diversity and bringing a global perspective to our clients, and so we are thrilled that a campaign that is performing so well with the people in Buenos Aires was created and produced in the U.S.”
“Never Stop Riding” brings awareness to Buenos Aires’ public bicycle system and its new automated system that includes an expansion of locations and hours of operation. The campaign is running in print and on outdoor billboards throughout Buenos Aires and is supported by advertisements on the wheels of the program’s bicycles.
To communicate the new 24-hour availability of the bikes, the campaign uses illustrations to portray the wheels of a bike as partners in a constant chase – a baby chasing a breast, a dog chasing its tail, moths chasing a light bulb, and a squirrel chasing a chestnut. Each ad incorporates a hand-drawn typeface for the tagline, “The Buenos Aires Public Bike System Now Runs 24/7,” further evoking the movement of a bicycle chain. View the ads here.
The campaign is credited with generating buzz around the ease and convenience of Buenos Aires’ public bicycle system – a program that revolutionized the city more than six years ago by creating not only more than 140 km of bike lanes, but changing the culture of how the city’s residents commute. By the end of 2015, there will be more than 200 bicycle stations throughout Buenos Aires.
“Never Stop Riding” was created by the U.S. team of the community at SapientNitro of which includes: Joaquin Mollá chief creative officer; Jose Mollá, chief creative officer; Fernando Reis, associate creative director; Marcelo Padoca, associate creative director; Fernando Reis, art director; Guilherme Nóbrega, art director; Marcelo Padoca, copywriter; Arthur D’Araujo, illustrator; Sebastian Diaz, group account director; and Daniel Gergely, account director.
The community at SapientNitro also won a Bronze Press Lion in the Fundraising, Donations and Appeal category for its cogent “Blood Donation” campaign, also for the City of Buenos Aires. The copy heavy print campaign, designed to increase awareness of the need for blood donations, highlights three cultural icons whose lives were saved by transfusions: Andy Warhol, Stephen King and George Lucas. All the ads feature a biographical story that starts off in black type, but at the point at which the person’s life was saved by blood transfusions, the color of the type turns to red. With all three icons, the campaign showcases that their most important work comes after this life-saving moment. The tagline “Give More Than Just Blood” evokes this sentiment. View the ads here.
The team at the community that created “Blood Donation” includes: Jose Mollá, chief creative officer; Joaquin Mollá chief creative officer; Ricky Vior, executive creative director; Tomas Duhalde, art director; Federico Diaz, copywriter; Sebastian Diaz, group account director; and Daniel Gergely, account director.
CIOs Should Maintain and Promote an Objective Understanding of the Real Capabilities of Smart Machines
The growth of sensor-based data combined with advanced algorithms and artificial intelligence (AI) are enabling smart machines to make increasingly significant business decisions over which humans have decreasing control, according to Gartner, Inc.
"As smart machines become increasingly capable, they will become viable alternatives to human workers under certain circumstances, which will lead to significant repercussions for the business and thus for CIOs," said Stephen Prentice, vice president and Gartner Fellow. "In the 2015 Gartner CEO and business leader survey, opinions were equally divided on this issue and indicate that business leaders are starting to take notice of the advances being made and more readily acknowledge that the threat to knowledge work is real."
Already the growing capabilities of automation and robotics have led to their increasing deployment in a wide range of industrial and business environments, which has prompted debate as to their impact on existing jobs in sectors such as manufacturing. "As smart machines become more capable, and more affordable, they will be more widely deployed in multiple roles across many industries, replacing some human workers. This is nothing new. The deployment of new technology has eliminated millions of jobs over the course of history," said Mr. Prentice. "At the same time, entirely new industries have been developed by those technologies, almost always creating millions of new jobs. Organizations must balance the necessity to exploit the significant advances being made in the capabilities of various smart machines with the perceived negative impact of resulting job losses."
During the next five years, Gartner predicts that smart machines will inevitably be relied on to make more decisions that are of growing significance to the business, raising the fear that they may become "unstoppable" or run out of control.
"The fear among many individuals is that the machines will 'take over,' start making decisions on their own and run out of control, posing a threat to individuals, society and even humanity itself," explained Mr. Prentice. "However, within the confines of currently known technology, the idea of machines attaining some level of 'self-awareness,' 'consciousness' or 'sentience' is still the stuff of science fiction. Even with the coming generation of smart machines, which actively 'learn' and will be able to adapt their actions to optimize their progress toward a goal, humans can choose to remain in control."
Additionally, the explosive growth of sensors, both physical and virtual, will provide smart machines with more "perception" and context of the physical world, enabling them to work more autonomously in support of business goals, leaving CIOs to highlight the risks and opportunities involved.
In the early days of computing, human operators "fed" the system with relevant data, thereby effectively controlling the machines' knowledge of the physical world. With the increasing availability of low-cost computing devices, increased connectivity, sensor networks and the Internet of Things, computing "complexes" are now collecting data about the physical world without direct human involvement (other than the initial launch of the system and sensor devices). The number of sensors, each collecting data in an automated fashion, is set to grow rapidly — Gartner estimates that more than 25 billion devices will be connected by 2020. It will create a massive increase in this background data collection.
"In effect, smart machines are now collecting information about practically every facet of human activity on a continual, pervasive and uncontrollable basis, with no option to 'turn off' the activity. The potential reputational damage arising from uncontrolled and inappropriate data collection is well-established and can be substantial," said Mr. Prentice. "CIOs should work hard to increase awareness of this issue inside the organization and ensure that the implications of this activity are fully understood and that appropriate controls, processes and procedures are established."