Jack Neary, Chief Creative Officer, and Jay Bertram, President of TBWA\ discuss Nissan Juke and the importance of brand belief and brand behaviour. They also share their views on how to get into the advertising business during an interview with Tom Ritchie of AdBuzz Canada
As you’ll see, the firm’s principals enjoy a great rapport that lends itself to the strong agency culture described here.
AdAge today called Apple “Marketer of the Decade.” The list of reasons why our client earned this significant award is long, but one highlight is worth repeating: “Apple’s TV spots from the past decade are like a hit parade of the most memorable ads.”
And why are these ads so memorable? Because, “brands must resonate emotionally across media.” This quote comes from a timely Lee Clow interview that appears on the MAD blog. Lee is Global Creative Director Media Arts, TBWA\Worldwide and a key contributor to Apple’s marketing successes.
As he puts it, “Finding the disruptive idea for a brand, which usually comes out of its emotional centre, and which we call the ´brand belief`, is the first step to creating a powerful multimedia brand.”
Judging by AdAge’s Marketer of the Decade award, Apple, and TBWA, knows how to emotionally connect brands with customers.
From its DIG Turbo engine, to its all-wheel drive system, to its unique design cues, everything about the Nissan Juke screams innovation. It is this innovation that TBWA\Toronto wanted to bring to life through this campaign. So, in partnership with Nissan Canada, we created a series of short films which tell a fantastical story about Nissan Juke, each highlighting a specific innovation in engineering or design.
The goal is for the campaign to grow organically, with “incremental” support on various influential online properties. Vying for a position amongst top entertainment portals, the Juke launch campaign and its Urban Legend handle have created a broad stage rivaling the launch of some of the best Hollywood blockbuster films.
TEDxToronto in the house that TBWA\TORONTO built.
For years the world-famous TED conferences have been spreading powerful ideas through the most interesting and provocative speakers of our time to hungry minds around the world.
TED events are the nexus of technology, entertainment and design. In a short time they’ve become essential viewing for anyone who wants to challenge and be challenged, who wants to embrace new ideas as a force to propel them to success in their own lives.
So with this indelible fact in mind, we’ve invited clients to our Clubhouse for a special satellite viewing of the sold out Toronto TEDx event on September 30 from 9 am to 5 pm.
The roster of this year’s speakers is eclectic:
George Kourounis, Explorer & Storm Chaser
Drew Dudley, Founder & Chief Catalyst, Nuance Leadership Inc.
Amanda Sussman, Senior Advisor, Plan International Canada
Neil Pasricha, Author of The Book of Awesome
Boonaa Mohammed, Poet
Sol Guy, SMG
Dave Meslin, Creative Director, Pigeonhat Productions
Trey Anthony, Executive Producer, Writer, Creator, Motivational Speaker, Comedian, ‘Da Kink In My Hair’
Bruce Poon Tip, Founder, Gap Adventures
Tonya Surman, Founding Executive Director, Centre for Social Innovation
Dr. Catherine Zahn, President & CEO, Centre for Addiction and Mental Health
If your not learning and growing you are going backwards.
Here are a few things we’re paying attention to.
Laughter is contagious and it also shows a lighter side of Roger Federer and Rafael Nadal.
Personalized flash mobs celebrate your arrival/departure << Bienvenue, au revoir >> by voyages-SNCF. Now this is customer appreciation!
Let’s see if the social web can persuade Facebook to unfriend coal.
Nissan Canada Inc., recently launched its second annual Armchair Hero campaign. The interactive, CFL-fan site, conceived and created by TBWA\Toronto, allows fans of seven CFL teams to submit plays that could be used in an actual CFL game. The Nissan Armchair Hero finalist of each team will win tickets to the sold-out 98th Grey Cup Game where, during the championship, they will go head-to-head to win an all-new 2011 Nissan JUKE.
Nissan Armchair Hero is the only contest that invites enthusiasts to assist CFL coaches with creative plays. At www.nissanarmchairhero.com, fans explain why their play is a ‘touchdown’ by submitting their plays and videos online, which are then voted on by other fans. The head coach reviews the top ten plays for each team and the winners will attend the sold-out 98th Grey Cup Game in Edmonton this November where they will compete for a chance to win a 2011 Nissan JUKE.
To date more than 3200 plays have been submitted and more than 75,000 votes have been cast. Making this a hugely popular interactive fan site that takes Nissan’s CFL sponsorship to a more engaging level.
The contest ends on October 21, 2010.
Congratulations to TBWA\TORONTO client, FirstOntario Credit Union, which won the coveted 2010 Rookie of the Year award for its Extra Safe campaign. The Credit Union Executives Society gives the award annually for “fantastic, eye-catching marketing materials that warranted recognition for their outstanding creativity.”
Our client’s haul includes:
As you’ll see in the following clip, the judges were impressed by the campaign’s “unique ideas for getting the message out.” Which is tremendous recognition of the agency’s, and client’s, desire to disrupt conventional out of home programs with an engaging, “makes you stop and look” Media Arts campaign.
Here are a few of the cool things we’re paying attention to.
Something Fun: Bobby McFerrin (yes, him) creates beautiful music in an instant out of a room full of strangers at the World Science Festival 2009.
Something Thoughtful: Jeremy Rifkin on “the empathic civilization.” Most people are generally empathetic which is why so many of us respond with help whenever there’s a disaster.
Something Helpful: In the spirit of back to school and self-improvement, here are a few tips from Richard St. John that we would do well to adopt.
All brought to you via TED. These ideas are definitely worth spreading.
The current issue of Strategy Magazine asks Canada’s marketing industry leaders to polish their crystal balls and share their visions for the next big thing. Our very own, Jay Bertram, president, TBWA\Canada, contributed the following about the changing agency model and the rise of the AOR.
“Seeing the need to operate at the speed of culture, progressive creative agencies reclaim communications planning as a core offering focusing on brand behaviour across owned, created, earned and paid media. Experiencing the advantages of having one lead partner driving their brand behaviour, enlightened clients may begin to question the role of, and need for, media buying shops as currently configured.
This will redefine the relationships creative agencies will have with independent media companies, resulting in enhanced and more effective communication plans. In the end, they will become closer than ever, forming more effective partnerships.
Further, given the need to deliver 24/7 communications and brand behaviour that responds and reacts to market and consumer activities, clients begin to question the need for multiple communication partners. One-stop brand behaviour agencies re-emerge to lead the next creative explosion. Creative agencies will need to adopt a “jazz ensemble” leadership style versus being “the conductor” of the orchestra. The need for communication plans that react and play off each other will be the tune of the day.
Finally, “shopper marketing” becomes much more important as new competitors enter the Canadian market, putting pressure on under-resourced, under-funded local shops.”
Stimulant, which showcases top ideas and is part of the Brunico Communications family, this week features TBWA\Toronto’s very own Tasha Dean. The weekly Randoms highlight cool things that inspire and, well, stimulate.
Here’s one example: Million Pleas is a truly human campaign by ICAN (International Campaign to Abolish Nuclear Weapons) that encourages users to upload messages aimed at abolishing nuclear weapons. The site launched on the 65th anniversary year of the bombing of Hiroshima and Nagasaki.