B. Bonin Bough has been incorporating brands into the South by Southwest Interactive experience for 10 years, and he believes his Oreo team pulled off a special effort this time around.
Yahoo! CMO Kathy Savitt is heading the expanding editorial properties at her company, which has launched some new digital magazines and hired a slate of big-name media players like Katie Couric. Savitt was in Austin for SXSW and Yahoo took over Brazos Hall on one corner of the city to hoist its purple flag.
South by Southwest Interactive is winding down today, so the brand activations that have taken up parking lots around Austin, Texas, are being disassembled and ultimately will give way to the Music section of the festival running through this weekend. A handful of themes emerged during Interactive's five days of wide-ranging programs.
The Walt Disney Co. on Tuesday announced that Anne Sweeney is leaving the company, effective January 2015, so that she may devote time to directing. An 18-year Disney veteran, Sweeney currently serves as co-chair of Disney Media Networks and president of the Disney/ABC Television Group. John Skipper is the Mouse House’s other co-chair, and he also is president of ESPN. Sweeney joined Disney in 1996, signing on as president of Disney Channel and evp of Disney/ABC Cable Networks. Before that, she was president and CEO of FX Networks.
The real-time marketing landscape is a difficult space to understand—especially if you're not working with millennials. After all, when is the precise moment to say anything via social media? Of course, there have been brands who have excelled in this space: think Oreo's blackout moment or Ellen's epic selfie during this year's Oscars.
From experiential activations to free food and actual broadcasts, network and cable TV outlets have left their stamp all over Austin. It is clear that the marketing of television to SXSW attendees is just as important as any other medium. Here are just a few examples. HBO—Game of Thrones HBO is everywhere in Austin. Not only are there Iron Throne pedicabs whizzing around town, but the premium cable channel has teamed up with virtual reality headset manufacturers Oculus Rift in order to give attendees a virtual experience of the show.
In a night dominated by ABC’s Bachelor postmortem, a special preview of NBC’s new Sunday drama series Believe drew a fair amount of sampling. According to Nielsen fast national data, the 10 p.m. airing of Believe delivered 10.7 million viewers and a 2.7 in the adults 18-49 demo, marking a 4 percent increase versus the spring premiere of Revolution a year ago.
As a part of Interpublic’s investment in technology platform ADstruc, the holding company’s Rapport U.S. unit has agreed to work with the company which enables it to shift purchasing of out-of- home ad buys to a more automated system, in keeping with IPG Mediabrands’ commitment to automate half of its media buys by 2016.
After the passage of the Affordable Care Act, the Obama administration has made a concerted effort to reach young media consumers in order to spread the word about the necessity of signing up for health coverage. It's been slow going, plagued by site crashes, confusing options and in-state intransigence in places looking to score 2014 and 2016 election points by making the law seem as bad as possible.
Rich Rosenthal, whom Havas Worldwide hired today as head of content for North America, brings a broad range of experience to the role, having worked at the Time Warner Global Media Group, Warner Bros. Television and creative shops like Young & Rubicam and Saatchi & Saatchi. In his new job, Rosenthal will steer production across 19 offices in North America with a focus on integrating the function across creative, digital and media efforts.
