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Latinworks will flip your message to fit latino market

Sergio Alcocer, President and Chief Creative of LatinWorks, USA, has had a proper Cannes experience. As part of the Press Lions Jury he's been crammed into a room with opinionated, driven and very creative minds, they are watching an extremely large selection of the world's best work trying to find the memorable ideas.

Memorable in one market isn't always the same in another, the Domino's Pizza is a great example of a perfect hack where the idea that worked for one market would not work in the Latin market at all. While the CP+B solution was to change the pizza, since their target group didn't like it, the latin market did like it. How do you explain the sudden change in the recipe? Latinworks turned around the turnaround.

BSUR's Jason Schragger and Joost Perik on specialisation and Brand DNA

I've long had this idea that globetrotters, and international people make the smartest advertising people as we are used to "hacking culture". I meet Jason Schragger who fulfills this idea to perfection with his history. Born in Bulawayo, Zimbabwe of all places, he leaves for Australia in the early 80s where he started his ad career before BBH dragged him to Singapore. He moved to Amsterdam in 2003, went with MINI to Berlin for a bit, and is now back in Amsterdam as the International Creative Director for BSUR. With us at the table is also Joost Perik, the Executive Creative Director of BSUR.

Ad Chat - Adam Pierno

While those of you who went to Cannes are looking for liver transplants and watching your sunburnt skin start to peel, here's a little peek inside the brain of Adam Pierno, Creative Director at Off Madison Ave.

1. What's your favorite funny story about yourself?

If you work in advertising, but all you make is 'advertising' - you're doing it wrong.

4th Amendment Wear Metallic Ink developed to show up on TSA scanners.
Tim Geoghegan Matthew Ryan TSA X-Ray

The ad industry is quickly evolving into a new industry - one that won't offer only the limited menu of services that's attributed to it today. I'm not sure if this new industry should even be called advertising anymore, as the term itself can be an albatross to innovation. But whatever the name is, it'll be even more exciting and productive than in its current incarnation.

Ad Chat - Edward Boches

While Dabitch is sunning herself and chasing down ad peeps at Cannes this week, I'm still here...posting Ad Chat. ;)

This week, we've got someone from my neck of the woods...Edward Boches, Chief Innovation Officer at Mullen.

Ad Chat - Dirk Singer

Yet another Monday, yet another Ad Chat. Sorry we missed last week. I was on vacation and was suffering from vacation brain. Totally lost track of what day of the week it was.

But to get us back on track, this week we've got Dirk Singer, Head Rabbit of Rabbit in London, UK.

1. What's your favorite funny story about yourself?
I won the Edinburgh - Amsterdam hitchhiking race while at University.

Ad Chat - Gareth Kay

This week, we talk with Gareth Kay, Director of Brand Strategy at Goodby, Silverstein and Partners. Gareth serves on the board of the VCU Brandcenter, and is a co-founder of the non-profit ‘Planning For Good’, a virtual entity that harnesses the collective intelligence and amazing minds of planners around the world to help address the business and communication challenges of non-profits. He sits on the Google Creative Leadership Council where he is the only 'non-creative'. Let's get to know him, shall we?

1. What's your favorite funny story about yourself?
My first boss was Nick Beggs. The bass player from kajagoogoo.

2. What piece of art (movie, book, music, painting, etc) has influenced you most? How or why?

Ad Chat - Tim Brunelle

It's Monday, and that means it's time for Ad Chat! This week it's your chance to get to know Tim Brunelle, CEO at Hello Viking and President of the Minnesota Interactive Marketing Association.

1. What's your favorite funny story about yourself?
It does not involve either a bear or squirrel costume.

Ad Chat - Rob Schwartz

We're starting (reviving) a new series here on Adland.tv called Ad Chat. Each Monday we'll share responses from the ad world's leading peeps.

To kick it off, we talked with Rob Schwartz, Chief Creative Officer at TBWA\CHIAT\DAY.

1. What's your favorite funny story about yourself?
I once pitched some jokes to legendary comedian Rodney Dangerfield. He told me to worry about the ads and he'd worry about the jokes. Mine were funny.

2. What piece of art (movie, book, music, painting, etc) has influenced you most? How or why?
"Catcher in the Rye" is the book that influenced me the most. The intimate style. The breeziness. The ability for words to leap off a page.

3. Who was your favorite mentor and why?

Studio Total, the unconventional agency that does unconventional ads

I've made a date to meet Per Eriksson, Creative Director at Studio Total over a coffee. One of the people responsible for the Zombie invasion in Stockholm an otherwise ordinary Friday the 13th for Canal+. One of the people who donated 100000 kronor to the Feminist Party so that they could burn it. The guy behind the worlds biggest iPod dock a.k.a the wall of sound.

I half expect something strange to happen, perhaps studio total will crash in through the windows of the café, instead of using the door. Their ad ideas have always seemed to be about taking another route in,

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