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Michele Oliver, Mars’ vice-president for marketing, may still cite the TV campaign (TVC) as the best way to reach her brand’s mass market, yet she’s ready to sacrifice a portion of her budget on the altar of innovation, experimentation and creative risk. Is production willing to do the same?

Oliver admits that, on the whole, she gets involved “very little in production”. Although that doesn’t mean she’s so far removed from the mechanics driving the decades-long client-agency-production spiral that she’s blind to its endurance, and the problems involved in its legacy.

High on her wish list of changes is the breakdown of back-scratching creative-director relationships, which she believes “close the industry down to development and talent”.

“[You hear] ‘these creative teams always work with this director and that’s what they always do’,” she explains. “I understand that it’s high risk, and you want to work with someone you know, however at the same time if you’re trying to create more exciting content and trying to see the world through different eyes you need to bring other directors in.”

In particular, Oliver is crying out to work with more young directors, more female directors and more directors that haven’t arrived through a nepotistic London internship scheme (a fact that won’t surprise those who have followed her career). And while she still prizes TV advertising as the golden ticket to FMCG mass penetration, she’s now ready to take a gamble when it comes to content – primarily because gaining cut-through is now less likely without risk.

Read more at The Drum: http://www.thedrum.com/news/2018/04/19/mars-ready-take-more-risks-when-it-comes-content-the-production-industry

Michele Oliver, Mars’ vice-president for marketing, may still cite the TV campaign (TVC) as the best way to reach her brand’s mass market, yet she’s ready to sacrifice a portion of her budget on the altar of innovation, experimentation and creative risk. Is production willing to do the same?

Oliver admits that, on the whole, she gets involved “very little in production”. Although that doesn’t mean she’s so far removed from the mechanics driving the decades-long client-agency-production spiral that she’s blind to its endurance, and the problems involved in its legacy.

High on her wish list of changes is the breakdown of back-scratching creative-director relationships, which she believes “close the industry down to development and talent”.

“[You hear] ‘these creative teams always work with this director and that’s what they always do’,” she explains. “I understand that it’s high risk, and you want to work with someone you know, however at the same time if you’re trying to create more exciting content and trying to see the world through different eyes you need to bring other directors in.”

In particular, Oliver is crying out to work with more young directors, more female directors and more directors that haven’t arrived through a nepotistic London internship scheme (a fact that won’t surprise those who have followed her career). And while she still prizes TV advertising as the golden ticket to FMCG mass penetration, she’s now ready to take a gamble when it comes to content – primarily because gaining cut-through is now less likely without risk.

Read more at The Drum: http://www.thedrum.com/news/2018/04/19/mars-ready-take-more-risks-when-it-comes-content-the-production-industry

After quietly rolling out a digital publication earlier this year, Grindr is making its push into digital media official today with the launch of lifestyle site Into, which it hopes will attract ad dollars from brands looking to advertise around LGBTQ content.

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Into launched in March as part of a move to broaden Grindr’s brand beyond a dating app for gay men. In March, Zach Stafford was hired as editor in chief and the publication is now a stand-alone site that attracted 2 million monthly unique visitors in beta, according to Grindr. In addition to the site, Grindr’s app has 3 million daily users. Going forward, Into’s traffic will be tracked by measurement companies like comScore.

Read more at AdWeek: http://www.adweek.com/digital/halo-top-and-fx-are-the-first-brands-to-back-dating-app-grindrs-new-digital-magazine/

Ten years ago, newcomer Chobani was excited when a small Long Island grocer became the first to stock its Greek yogurt. Then came another. And another.

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Now, as a $1.5 billion giant with the country’s single leading yogurt brand, Chobani wants to dominate even further and unseat Dannon as the largest U.S. yogurt maker. To help, Chobani is rolling out a new organizational structure focused on what its chief marketer calls demand creation. Sales, marketing, insights, product innovation and other areas, which were largely separate, are now housed in one demand department as Chobani aims to do more with more speed and agility.

Read more at AdAge: http://adage.com/article/cmo-strategy/chobani-refocuses-marketing-sales-demand-creation/310004/

Brand Goes the Cute Route to Tell Its History

Annie’s, the packaged food maker known for kid favorites such as organic macaroni and cheese, is out with its first TV campaign, which gives a brief history lesson on the rise of organic foods.

“Thirty years ago, kids ate what was yummy and moms didn’t say no,” a voiceover says as animated macaroni, lollipops, cookies and other foods with stick-figure limbs play outside in a 30-second spot.

Read more at: Creativity-Online: http://creativity-online.com/work/annies-homegrown-the-story-of-annies/52392