Most read: Will David Jones kill off the creative agency?
David Jones, the former chief executive of Havas is with $350 million. And he's looking to do things differently:
Clients know they need a new model. At the moment, they either go to tech companies that are good at tech or comms companies that are good at brand – but no-one can deliver both at global scale. That’s what we’re setting out to do. It will be a different and new way of delivering creativity for brands.
David Jones
Speaking to ±±¾©Èü³µpk10's Kate Magee, Jones says he isn't trying to disintermediate agencies, but Jones also says his business wants to capitalise on client frustration that they are being sold a flawed model that charges a fortune for commodity (ie. people’s time) and gives the added value (that is, the business-changing creative idea) away for free.
If you read one thing this week, we suggests it's
Budgets: The IPA Bellwether Report
Good news, bad news. Marketing budgets have increased for the 11th consecutive quarter but confidence is "on the wane", according to the latest IPA Bellwether Report. ±±¾©Èü³µpk10's Kate Magee has , while The Wall has reactions on . Darin Brown, chief executive EMEA, Possible, said:
Marketers need to ask hard questions about whether their campaigns are really working. Assessing insights from data sits at the heart of this challenge. Brands need to invest in ideas that will actually grow the business and move it forward. Data-fuelled creative allows marketers to assess the potential outcomes before they are put into action and project behaviour change.
Darin Brown, chief executive EMEA, Possible
Once marketers begin to see an uplift in outputs from their increased investment we should hopefully see confidence grow.
Read for comment by Chris Whitelaw, chief executive of iProspect UK and Fara Darvill, head of corporate marketing at Summit.
Cannes Lions: If you love it, set it free
This item is just for winners of Cannes Lions. Do you like looking at that Lion in your trophy cabinet every day? We bet you do. But isn't it starting to look restless? Are you hearing it sigh a lot? (Side question: Are you taking your medication?) Why not give it a two-month-long trip of a lifetime to New York?
That's what the is offering. A young creative team of art director Sandrine Gautheret, copywriter David Felton and Mate Nagy are off for a two-month placement at a New York agency, and promise to take a Cannes Lion and show it the town.
They'll send back daily pictures on social for the participating agency to share with clients ("hey, look where our Lion is – you remember we won a Lion, right?") and, with a bit of luck, some coverage in August publications such as this one.
In return the team are asking for a book crit from the UK agency when they return. So, in reality, this is a creative bit of networking and profile raising (if it comes off). Can't knock the hustle.
World's talking about: Nike, "Short a guy"
±±¾©Èü³µpk10's pick of this week's work is Nike's new TV spot for the US, a "a reminder why the brand is so many agencies' dream client," ±±¾©Èü³µpk10 says.
In two days, the film had racked up close to one million views on YouTube, and no wonder – it’s a lot of fun to watch. The icing on the cake is the soundtrack, Surfin’ Bird by The Trashmen, which has enjoyed something of a (cult) renaissance since featuring in an episode of Family Guy.
History of advertising: Heinz's 57 varieties
Did you know that when Heinz launched its 57 varieties claim, it was manufacturing more than 60 food products?
Weird, huh? Apparently, Henry Heinz had a thing for the number 57, and was just inspired by an ad for "21 styles of shoes" he saw while riding the El in New York.
Heinz was also an innovator. For instance, he sold his products in clear glass bottles so customers could see what they were getting. .
Compiled by Jonathan Shannon
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