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Creative Director’s Choice: Stink Studios ECD Yego Moravia on RXBar’s ‘No BS' campaign



Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

This week, Yego Moravia, executive creative director at Stink Studios, talks about why Wieden+Kennedy’s simple, no-bull ads for RXBar are so effective.

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I was stopped dead in my path by a tall takeover of billboards about a month ago while walking in Brooklyn. I thought to myself, “Oh, here’s that W+K campaign for RXBar I heard about.” I had been a fan of RXBar before I heard about the campaign and had always loved the simplicity of the oversized ingredient list on the front of the package. Now, seeing the work live and in person, their radically simple language and super direct typography felt so appropriate to shake people out of the oversaturation of consumer’s health bar choices that have overtaken New York City bodega shelves in the past few years.

Poking deadpanned fun at the outrageous claims and self-importance of many advertising campaigns with ‘No B.S.’ straight talk, Wieden+Kennedy’s work perfectly pays off the bar’s front of package. Instead of trying too hard to conjure consumers’ curiosity in the health bar with a fast and flashy campaign, the work trusts in and is inspired by the product’s innocence and ease. The results, in my opinion, draw in consumers with a no frills, back-to-basics attitude in the health bar space that’s ripe for reception at a moment when advertising feels ever invasive and irrelevant to the products on whose behalf they seek to communicate.

This campaign struck as a strong balance between RXBar telling the world its brand and product truth and W+K finding a bold and fresh way to communicate that truth.

Yego Moravia is executive creative director at global creative shop, Stink Studios.

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

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you would like to feature a creative director in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.

: 'No BS'

Date: December 2018

Ice-T seems an unwilling spokesperson for RXBar, but the no-frills packaging goes perfectly with the actor/rapper’s succinct delivery on a series of commercials.
The packing, which plainly lists the ingredients in each bar, is interrupted by Ice-T stating things like, “This is an RXBar interruption to your favorite TV show” and “Buy a chocolate sea salt RXBar, or not, whatever. I’m just saying some words in a commercial.”
The no-bull attitude bleeds over into the OOH ads, which state things like “Words on a wall” and “No B.S.”

Client: RXBar
Agency: Wieden+Kennedy Portland
Executive Creative Directors: Eric Baldwin, Jason Bagley
Creative Directors: Micah Walker
Copywriter: Bertie Scrase, Jonathan Marshall
Art Director: Christen Brestrup, Helen Rhodes
Group Strategy Director: Bruno Frankel
Strategy: Reid Schilperoort
Producer: Julie Gursha
Associate Producer: Candice Harbour
Head of Production: Mike Davidson, Matt Hunnicutt
Brand Management: Nick Larkin, Corey Woodson, David Hughes
Head of Business Affairs: Amber Lavender
Traffic Manager: Maggie Harasyn
Creative Operations Manager: Lauren Walker
Design Operations Manager: Simone Takasaki
Design Lead: Brad Simon
Comms Planning: Emily Graham, Justin Bradley, Daniel Sheniak
Production Company: Anonymous Content
Director: Tim Godsall
Line Producer: Brady Van Hult
Director of Photography: Tim Hudson
Editorial, VFX and Mix Company: Joint
Editor: Steve Sprinkel
Assistant Editors: Ian Devore, Mimi Bergen
Post Producer: Chris Girard
Post Executive Producer: Leslie Carthy
Lead Flame Artist: Pilon Lectez
Flame Assistant: Aurelien Patureau, Noah Poole
VFX Producer: Annie Rosick
VFX Executive Producer: Alex Thiesen
Colorist: Jasmine Vazquez
Mixer: Noah Woodburn, Natalie Huizenga

Tags: United States

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10 questions with… Anna Watkins, UK managing director of Verizon Media



In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Verizon Media's UK managing director Anna Watkins.

What was your first ever job?
It would have been washing my dad's car to earn my £1 pocket money each week. Smart man.

Which industry buzzword annoys you most?

Who do you find most interesting to follow on social media?
@POTUS is truly mind-boggling.

what is the highlight of your career (so far?)
Working with such a creative, inspiring and intelligent bunch of people every step of the way.

What piece of tech can you not live without?
It's baffling that I was born in London yet still seem to use Citymapper every day.

Who or what did you have posters of on your bedroom wall as a teenager?
Adam Ant and Count Dracula (aged 7). I'm not quite sure what that says about me.

In advertising, what needs to change soon?
We need a truly diverse workforce.

If you could change anything about a social media platform you use, which one and what would you choose to do?
It’s more a question of changing myself – I need to flex my creative muscles if I’m ever to make more than one friend on Tumblr…

What is (in your opinion) the greatest film/album/book of your life?
Scarface / Sign of the Times / War and Peace – delusions of grandeur, mine and theirs.

Which industry event can you not afford to miss each year and why?
The big awards bashes – it's like going to a series of weddings where you know half the guests.

The Drum's 10 Questions With… runs each week with previous entries available to view here.

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Mobile carriers end data sharing with location aggregators; should marketers worry?



The collection and use of real-time mobile-location data has emerged as a critical piece of the larger data-privacy debate. A recent run of negative stories have conveyed the impression that location data usage by marketers is tantamount to spying on consumers.

We’re also starting to see lawsuits, like one recently filed by the Los Angeles City Attorney against the Weather Company, for allegedly misleading consumers about how their location data would be used. More suits will likely follow.

Carriers cut off data sharing. The negative coverage and exposure of some high-profile abuses have motivated major U.S. mobile carriers to cut off location data sharing with third party “location aggregators.” The latest to do so is AT&T, following a story by Motherboard that indicated carrier data was getting into the hands of unauthorized third parties — bounty hunters, in this case — and being used for legally dubious purposes.

As a practical matter, these moves are unlikely to significantly impact use of location data by advertisers on major platforms or in the programmatic ecosystem. AT&T owns AppNexus; Verizon owns Verizon Media Group (the rebranded Oath). Location data will probably still be available to advertisers on these platforms — they’re not “third parties.” (We’ve asked Verizon for clarification on this point and will update the story if they respond.)

Calls for more regulation or legislation. Location data are so valuable and widely available that abuses are inevitable. Some of these increasingly frequent reports are adding momentum to calls for federal data privacy legislation. The carriers’ decision to cut off location aggregators is at least partly an effort to preempt investigations and potentially forestall regulation.

Some location data companies embrace the proposition of clear regulatory or legislative guidelines, however.

For example, PlaceIQ CEO Duncan McCall recently told me in email: “I think that the California Consumer Privacy Act and hopefully a similar federal law (as a state-by-state patchwork of different laws would be good for no one) will not only give consumers protection and confidence, but will finally give the digital data and location data ecosystem a well-thought out set of rules and guidelines to adhere to. This will bring stability and predictability to the industry, and help weed out some of the “wild west” players that have had no interest in investing for the long term good of the ecosystem.”

Most location-data companies also say they adhere to ethical data-collection practices and are scrupulous about being “good actors” in the ecosystem. Some are vocal about the responsible and/or socially beneficial use of location technology. And some organizations (e.g., NAI) are seeking to enforce transparent and ethical data collection standards. Foursquare told me in email that their apps and partners seek opt-in consent for use of location data.

Why you should care. Location data is available from a wide range of sources in the market, including app developers and the programmatic bid stream. The loss of carrier location is not a significant blow to the ecosystem.

However it is reflective of a trend toward the tightening of access to location information more generally. While it remains to be seen whether federal privacy legislation passes in 2019 (multiple bills have been proposed), California’s Consumer Privacy Act will go into effect January 1, 2020. Other states may enact similar or more strict laws, which would lend further impetus to comprehensive federal legislation.

The post Mobile carriers end data sharing with location aggregators; should marketers worry? appeared first on Marketing Land.

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Catalina adds first attribution tracking service



Best known as a provider of retail marketing intelligence based around loyalty cards and in-store printed coupons, Catalina this week released its first attribution service.

Called Catalina Multi-touch AttributR, it traces a path from digital advertising — in various channels on various devices — to a purchase made in a store with a loyalty card. The company is able to track purchases down to the UPC bar code level.

At the level of the Diet Coke flavor. Coca-Cola, for instance, can now track how a web site ad shown on a computer affects the purchase of a Diet Coke, as well as whether the flavor chosen is Twisted Mango versus Ginger Lime. Additionally, the attribution service can report if it’s the first time this consumer bought Twisted Mango.

Previously, Catalina measured how its printed in-store coupons affected buyer behavior, but it didn’t track the impact of ads. The new attribution solution is the company’s first effort to link digital ads to buyer behavior, and it plans to add addressable TV ads to the system.

Catalina tags the digital ad with its own attribution pixel, which is called when the ad is shown and provides data on the specific campaign deployments.

But the connection between the ads shown, the various devices used by a single individual, and the in-store purchases are actually made by consumer data firm Experian on Catalina’s behalf, through such persistent identifiers as phone numbers or email addresses.

“Not in the business of knowing who you are.” In the new attribution service, the retailer sends the loyalty card ID to Experian, which matches it with the digital cross-device profile of a given individual and with the ads shown to the user on those devices. Experiam then returns a report to Catalina that uses an anonymized ID.

Catalina CMO Marta Cyhan told me the company deals only with anonymized IDs because “we’re not in the business of knowing who you are,” although Experian does have PII.

The data is updated daily to a self-service dashboard for brands (see below) and, since Experian tracks profiles, the attribution can also include the effect of ads on repeat purchases, new buyers of a product category and other consumer behaviors.

Difference from NCS. Catalina, which filed for bankruptcy protection last month, is also known as a partner in Nielsen Catalina Solutions (NCS), which employs data from the in-store coupons and loyalty cards. But, Cyhan said, Catalina’s new attribution measures individuals across multiple channels deterministically, since the actual people are known through the Experian matching, while NCS is focused on measuring single channels through probabilistic modeled data.

Additionally, she said, Catalina’s new solution is updated daily, includes buyer behavior changes and provides granularity down to the UPC level, while NCS provides post-campaign reports on overall sales lifts.

Why you should care. Catalina’s shopper data is used widely by marketers, and this first attribution service will help brands determine the impact of their paid media spend.

Additionally, Catalina is providing a very fine level of granularity, down to the individual product bar code, with a very high level of certainty. This approach could provide the kind of accurate, return-on-spending results that major consumer brands have clamored for.

The post Catalina adds first attribution tracking service appeared first on Marketing Land.

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