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Mountain Dew campaign gets inside Kevin Hart’s head

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If you’ve ever wondered what it’s like inside the head of comedian/actor/businessman/constant-brand-promoter Kevin Hart, soft drink Mountain Dew is giving you a peek.

Today, Mountain Dew unveiled its ‘Give Your Head a Mtn Dew Kickstart’ campaign, featuring hardest-working-man-in-show-biz, Hart. This marks the first time Hart will be seen in a Dew commercial.

The series of 15-second spots play off what's going through Hart’s head while he's getting pumped up with the beverage. In ‘Wrestler,’ WWE Hall of Fame Legend 'Mean' Gene Okerlund interviews Hart, who channels his convincing wrestling persona. In ‘Slap,’ which debuted during the NBA Playoffs, viewers saw double the Hart as he squared off against himself on the court, getting psyched before playing basketball. Rounding out the three spots is ‘Chopper,’ which features the comic revving the engine to his newest set of wheels – a neon-green colored motorcycle.

"People always wonder what goes on in my head and I don't blame them. There's a whole lot going on in there folks, and now you finally get to see what pumps me up – spoiler, it's me," said Hart in a release. "What's great about this Mtn Dew Kickstart partnership is that we get to have fun with it. Between bringing a fan courtside at an NBA Playoff game to filming these commercials, I'm proud of the work we're doing and hope the fans will enjoy it, too."

The commercials are part of the year-long partnership between Hart and the PepsiCo beverage that includes a 360-degree marketing campaign (TV, digital, social and experiential) and integration with Hart's Irresponsible Tour.

"These commercials perfectly capture the energy Kevin Hart is known for, while depicting the refreshing boost fans can expect from Mtn Dew Kickstart," said Chauncey Hamlett, senior director of marketing at Mountain Dew. "You drink a Mtn Dew Kickstart and it's as if there is a little Kevin Hart inside your head pumping you up, fueling your work ethic in pursuit of whatever it is you're chasing. We love the parallels between Kevin's mentality and our brand, and the collaboration on real-time opportunities and larger campaigns like this have been second to none."

The partnership was announced at NBA All-Star 2018 game with the 'Closer Than Courtside' campaign, which included a pop-up experience dubbed Courtside Studios and the launch of the #CourtSidekickContest. The winner of the contest recently joined Hart courtside at an NBA Playoff game.

See the spots by clicking on the Creative Works box below.

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Kantar Media names Louise Ainsworth as EMEA CEO

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Kantar Media has announced that Louise Ainsworth has been appointed chief executive of EMEA, effective June 25.

Joining directly from her present role as chief executive of Kantar Millward Brown, Ainsworth brings a wealth of experience in digital media, audience measurement, brand management and communications in tow.

Andy Brown, global chief executive and chairman of Kantar Media said: "I am thrilled to welcome Louise to Kantar Media.

"Her rich experience in digital and the changing media ecosystem is widely recognised across the industry and will be a considerable asset for Kantar Media and our clients alike.”

Ainsworth added: "Our clients are facing more change and disruption than ever before – Kantar Media’s unique scale and breadth of high quality data sets are well-placed to help our EMEA clients convert the challenges they face into valuable opportunities.”

Upon arrival Ainsworth will sit on the Kantar Media executive committee, reporting directly to chief executive and chairman Andy Brown.

Ainsworth previously served as chief executive of WARC.

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Ali Reed & Tony Roberts join Essence leadership

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GroupM owned data agency Essence has confirmed the hire of Ali Reed and Tony Roberts to join its leadership team, part of a concerted push into integrated media.

Reed will serve as head of client services while Roberts joins as head of strategy, both serving Europe, the Middle East and Africa.

Reed, who arrives from OMD UK where she served as client partner for Disney, said: “Coming in to help write the roadmap for our client strategy at this juncture in Essence’s journey is an extraordinary opportunity in my career.

“Every conversation I read in the press, every discussion in agency corridors seems to wrangle with data, honesty, and a desire to harness the possibilities of online addressability and personalisation with offline channels. No other agency feels more ready to meet those challenges head on.”

Roberts meanwhile arrives from PHD, overseeing global comms planning for the likes of Unilever and Volkswagen.

Nick Baughan, CEO of Essence in EMEA, added: “Essence is a unique agency, building full media capabilities from a data and digital background. Strengthening the team means we can bring best-in-class thinking across all media and apply it to the world’s leading brands .“

Both recruits will report directly to Baughan.

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Data Protection Magazine: Millennials are different, or so they say

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Data Protection Magazine is a newly launched magazine offering thought-provoking pieces designed to help the business generalist with their task of data protection compliance. It aims to shed a light on the key issues.

In the first edition of the magazine, editor, Michael Baxter looks at whether millennials really do have a different attitude to data protection. Here is a snippet of the article titled ‘Millennials are different, or so they say’:

“The generation born in the decade or two before the end of the last century, or so we keep hearing, have a different way of thinking.

Take their attitude towards personal data. A study by the USC Annenberg Center for Digital Future and Bovitz Inc found that 56% of the millennial generation would be willing to share their location with a nearby company in return for a relevant coupon or promotional deal. By contrast, only 42% of users of 35 years and older agreed they would share their location.

Jeffrey I. Cole, the director of the USC Annenberg Center for the Digital Future said:
“Millennials recognise that giving up some of their privacy online can provide benefits to them. This demonstrates a major shift in online behaviour.”

But is it really like that? The millennial generation and their youngers, generation Z, are what they call digital natives – they are digitally savvy.”

To view the whole article and the rest of the magazine, visit the Data Protection World Forum website.
By Laura Edwards, editor, GDPR.Report

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