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Publicis Kaplan Thaler Nabs 2 Mashies Awards for Citi Bike App

NEW YORK CITY, NY (October 11, 2013) – Advertising executives, brand marketers and press recently gathered at New York’s Altman building to celebrate the winners of Mashable’s inaugural Mashies awards, honoring the best and most creative work in digital marketing. Publicis Kaplan Thaler received two Mashies, Best Branded App and Best New Brand for their work with Citi Bike, New York City’s bike share program.

Mashies4Todd Wasserman, Mashable’s business editor noted in a recent post, “The rising prominence of Facebook, Twitter, Instagram, Pinterest and others has led to a more complex array of media choices, but has also rebooted our traditional view of marketing. This is no longer a one-way conversation with consumers. It is a real-time dialogue in which brands can be upended by an ill-conceived tweet or a rogue YouTube posting. In such an environment, we think marketers deserve kudos for making the right calls and applying creative solutions. That’s why we’ve created The Mashies, which are designed to recognize the very best marketing in social media. The Mashies will highlight thought leadership in such categories as Best Real-Time Marketing, Best Use of Twitter, Best Branded Vine and Best Use of Facebook, among others.”

Mashies Award WinnersGuest judges combed through hundreds of submissions to select the best. Winners were selected by Mashable’s editorial team and an outside panel of industry leaders.

“The fact that Publicis Kaplan Thaler won in the best branded app category against some of the best digital agencies in the country says everything about how far this agency has come and our emerging digital expertise,” said Rob Feakins, Publicis Kaplan Thaler’s Chief Creative Officer and President.

CitiBikeAppNew York City fundamentally changed when over 300 stations and 5,000 bikes were introduced. Since New Yorkers don’t always react well to change, the entire program had to be easy to use, or Citi Bike would never truly be embraced. Publicis Kaplan Thaler created a simple way for riders to locate available bikes wherever they were in the city — The Citi Bike mobile app. At a glance, riders are able to locate nearby stations and the ratio of bikes to empty docks. The app also offers full station details, riding tips, turn-by-turn directions to anywhere in the city and a timer to help riders avoid late fees. The app also utilized a partnership with The New York Times to help riders unlock the city and discover parts of the city they’ve never seen before. Riders can also notify friends where they are headed on Citi Bike.

The highly successful app has reached over 130,000 downloads, garnered positive attention from media outlets like The Huffington Post, The New York Times and Daily News and has allowed riders to travel over 5 million miles.

Credits:
Publicis Kaplan Thaler
Chief Creative Officer – Rob Feakins
Executive Creative Officer – Jim Kotulka
ACD/Art Director – Chris Smith
ACD/Copywriter – Brian Bellanca
Art Director – Nadia Kamran
Art Director – Rodrigo Romariz
User Experience – Rob Philibert
Strategy – Mike Taylor
Project Management – Ann Neilsen
Project Management – Jeff Lipson
Project Management – Joseph Murphey

A list of all Mashies Award winners can be found here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Mashable
MashiesMashable is a leading source for news, information & resources for the Connected Generation. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world. Mashable’s 20 million monthly unique visitors and 6 million social media followers have become one of the most engaged online news communities. Founded in 2005, Mashable is headquartered in New York City with an office in San Francisco.

About Citi Bike
unnamedCiti Bike is New York City’s bike sharing system. Intended to provide New Yorkers and visitors with an additional transportation option for getting around the city, bike sharing is fun, efficient and convenient. A bike sharing system consists of a fleet of specially designed, sturdy, very durable bikes that are locked into a network of docking stations sited at regular intervals around a city. The bikes can be rented from and then returned to any station in the system, creating an efficient network with many possible points and combinations of departure and arrival. With thousands of bikes at hundreds of stations, Citi Bike will be available for use 24 hours a day, all year ’round. The station network will provide twice as many docking points as bicycles, assuring that an available dock to return your bike is always nearby. Citi Bike will be operated by NYC Bike Share LLC, a wholly-owned subsidiary of Alta Bicycle Share. Alta is a unique company focused solely on operating large-scale bike share systems. System equipment is provided by Public Bike System Company (PBSC), which created the first solar-powered bike share system in the world, and has close to 20,000 bikes on the street globally. Bike systems in the Alta/PBSC family include London, Washington, D.C./Arlington, VA; Boston, MA; Minneapolis, MN; Melbourne, Australia; Chattanooga, Tennessee, Toronto, Ottawa, and Montreal, Canada with Chicago and San Francisco geared to launch.

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Publicis Kaplan Thaler Wins 2 National Silver ADDYs

NEW YORK CITY, NY (June 8, 2013) – Publicis Kaplan Thaler received two Silver National ADDYs at the 2013 American Advertising Federation National ADDY Awards — For Street Soccer USA in the Public Service – Integrated Campaign category and for Bounty in the Television – Regional/National – Single Spot category. The ADDY Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world.

Street Soccer USA — I PLAY FOR Patches

SoccerAddyHow do you help get homeless people off the streets? Turns out one way is to put them on a soccer pitch. Street Soccer USA organizes homeless people into soccer teams that compete in rec leagues around the country, as well as the Homeless World Cup. Playing provides structure, support and a chance to be a part of something positive, which is why 75% of participants are off the streets within a year.

IPlayForPublicis Kaplan Thaler was tasked with creating a single patch Street Soccer could sell as a fundraiser. In order to create an emotional connection, they realized they needed to go deeper and wider than just one patch. They ended up designing an entire league identity from scratch — from naming the teams to designing team crests and kits. The crests themselves were based on classic soccer iconography, creative a sense of pride in the teams sporting them. The I PLAY FOR brand, created by Publicis Kaplan Thaler, draws attention to the emotional reasons for playing. It was featured on the NBC Nightly News and seen by thousands of spectators at the events. IPLAYFOR.org became a hub for players and fans everywhere. Players could connect with other homeless athletes across the nation, and communities could show their support for the teams. Within a week, IPLAYFOR.org reached 68,000 people across seven countries.

IPlayFor2For Street Soccer’s biggest event to date, the Street Soccer National Cup in New York City, IPLAYFOR hit the streets. We flooded the city with wild postings, interactive chalk art, benches, and even a Times Square billboard. As a result, over 72,000 people stopped by to show their support. IPLAYFOR made headlines around the world. And, when word of the campaign spread, Kappa donated team jerseys and Slate gave us a free homepage takeover.

The entire run of jerseys featuring the team patches sold out, creative a healthy revenue stream for the cash-strapped charity. But, most importantly, IPLAYFOR helped Street Soccer get 75% of its players off the street this year.

Credits:
Publicis Kaplan Thaler
Chief Creative OfficerRob Feakins
Executive Creative Officer – Tom Drymalski
Executive Creative Officer – Perry Essig
Executive Creative Officer – Jim Kotulka
Copywriter – Jennifer Stopka
Copywriter – Alexis Garber
Copywriter – Brad Mislow
Copywriter – Brian Bellanca
Art Director – Christopher C. Smith
Art Director – Julie Eyerman-Allard
Art Director – Kay Saoyen
Project Manager – Sharon Malcolm
Photographer – Ian Young

P&G — Bounty

BountyAddyKids who love sports rarely check their enthusiasm at the front door. Especially when excited by events such as the Olympics, inspired kids end up transforming their homes into athletic training grounds. They sprint, leap, dive or throw — on sofas, down hallways, in kitchens and all around the house. It takes brave parents to allow that behavior (given all the messes that could result) — and Bounty paper towels wanted to acknowledge those parents that don’t let the fear of a little mess stand in the way of their children’s big dreams. After all, that’s Bounty’s role in life: To help people live uninhibited by fear of messes.

The story of the Bounty Olympics “Anthem” is one of perseverance by every member of the team. Every P&G brand is afforded the opportunity to submit work to be produced for the Olympics. While the Bounty clients loved the idea for a spot pitched by Publicis Kaplan Thaler’s Bertrand Garbassi and Kat Keeley, it was not within their budget. So, while on a shoot for another initiative, the team captured extra footage of the kids performing “stunts.” They cut the footage together and shared it with the Bounty team, who loved both the spot and their initiative. The President of Family Care cited this as another example of how the agency “brings us what we need, not what we ask for.”

It was then shown to CMO of P&G, Marc Pritchard, and he loved it so much he reallocated one of the two TV slots for the opening ceremonies to Bounty (a slot that would have been reserved for the P&G Mom’s campaign). It’s an amazing tale of the courage, stamina and passion on the part of both the agency and the client family care team.

Credits:
P&G — BOUNTY
Publicis Kaplan Thaler
Chief Creative Officer
– Rob Feakins
Executive Creative Officer – David Corr
Creative Director – Bertrand Garbassi
Creative Director – Kat Keeley
Agency Producer – Alisa Cohen
Production Company – 2Films
Director – Bram Van Riet
Producer – Marc Stemmer
Editing House – Cosmo Street
Editor – Steve Bell

A list of all AAF 2013 ADDY Award winners can be found here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Street Soccer USA
Street Soccer USA logoStreet Soccer USA (SSUSA) (www.streetsoccerusa.org) is sport for development program of HELP USA, which believes ending homelessness is a team sport. Through a systematic approach, SSUSA Builds community and trust through sport with participants and volunteers, transforming the context within which they live from one of isolation, abuse, and marginalization, to one of community, purpose, and achievement, requires participants to set 3, 6, and 12-month life goals, and empowers participants by providing access to services and educational/employment opportunities through our Jobs Academy. The Lady Salamander women’s initiative has formed women’s only teams at shelters across the U.S. as well.  The program in San Francisco is operated in partnership with the St. Vincent de Paul MSC shelter and the SF Conservation Corps.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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Birds Campaign from Publicis Dallas Takes Flight to Battle Histoplasmosis

First-Ever Advertising Campaign to Increase Awareness of One of America’s Least Known and Most Misdiagnosed Diseases

DALLAS, TX (May 29, 2013) – Publicis Dallas today launches ‘Birds’ the first-ever advertising campaign to increase awareness of Histoplasmosis, a disease where bird droppings lead to a fungal infection that gets into the lungs, bloodstream and eyes. The obscure disease is one of America’s least known and most misdiagnosed. At the centerpiece of the awareness campaign is an arresting series of print ads, coupled with the first-ever website (www.histodisease.org), completely devoted to Histoplasmosis detection, treatment and support. Here are the print ads:

Histoplasmosis Print Campaign Hi Res-1

Histoplasmosis Print Campaign Hi Res-2

Histoplasmosis Print Campaign Hi Res-3

leader_shon“A few years back, this disease nearly killed, Julia Melle, one of our most talented creative directors, “ said Shon Rathbone, Executive Creative Director, Publicis Dallas. “Her passion for raising awareness of Histoplasmosis inspired the entire team to build a campaign that was both creatively arresting, and truly worthy of the cause.”

Histoplasmosis affects thousands and kills over 800 people a year, yet awareness among the general public and most physicians is very low.

0364aae“There are very few moments in this business where you feel like you can put your talents to use for the good of others,” said Julia Melle, Group Creative Director, Publicis Dallas. “This is a moment, where my experience with this terrible disease that took half my right lung can be leveraged to educate patients and doctors everywhere.”

Creative Overview: The Publicis Dallas creative team realized the morphology of organs affected by Histoplasmosis resembles the place birds most love to congregate – tree branches.

This led to a campaign approach that tells a very complex story with very few words. The overall mood of the advertising, with its hauntingly beautiful India ink and watercolor illustrations, is appropriately chilling for a disease this dangerous. The three print ads each feature a different organ-tree, (lungs, heart and eye), with the simple headline: Birds Infest More Than Trees. At the bottom of the ad is the organ-appropriate version of the copyline: Bird droppings can lead to a fungal infection that gets in the lungs and kills more than 800 people a year. Now you
know more than most doctors.

Survivors of Histoplasmosis have formed a strong and active social media community, found on Facebook, and Twitter, among others. The campaign will use those organic social-driven
channels to pass along the message beyond traditional paid media, and turn survivors into evangelists.

Creative Credits
Client:   Histo.org
Creative Credits: Birds
Agency: Publicis Dallas
Agency Location: Dallas, TX
Executive Creative Director: Shon Rathbone
Group Creative Directors: Julia Melle/Eric Moncaleano
Copywriter: Julia Melle
Art Directors: Eric Moncaleano/Julius Prilianto
Producer:  Holli Burlison
Web Developer: Jeff Stachowski
Account Director: Allison Cox
Media
Planner:  Rita Shroff
Illustrator: Narda Lebo

About Publicis Dallas
Publicis Dallas, an integrated marketing communications agency, is a part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide, the largest global agency network within holding company, Publicis Groupe S.A. The Publicis Worldwide mission is ‘To Lead The Change’ to help our clients leap ahead. Publicis Dallas clients include: CiCi’s Pizza; Nestlé brands Nestlé Pure Life, Nestea, and Juicy Juice; Simon Property Group; and ServiceMaster brands TruGreen and Terminix; among others.

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Aflac Duck & Publicis Kaplan Thaler Honored for Work by Forbes Fortune 500 Social Media Stars

forbes logoCOLUMBUS, GA (May 13, 2013) –  Sometimes being the loudest voice in the room, means being the most memorable voice in the room. No, we are not referring to the “Aflaaaac!” shriek of the Aflac Duck. We are referring to the enormously successful use of social media, making Aflac one of the most recognizable names in insurance and landing it on Forbes’ FORTUNE 500 Social Media List ranking #118. As early adopters of the new technology, Aflac and their agency Publicis Kaplan Thaler began building a massive amount of content behind the flagship TV duck.

AflacDuckTwitterAs the brand champions storytelling, Aflac’s posts on Facebook, Twitter and YouTube revolve around the people their insurance helps and the forever evolving life of the Aflac Duck. In case you hadn’t heard, he has been recovering from debilitating injuries using the insurance provided to him by Aflac.

Results have been stellar. The Aflac company mascot has a verified Twitter account (over 20,000 followers) and more than 380,000 Facebook fans, an impressive number considering “Health insurance isn’t something people want to think about at all,” says Michael Zuna, chief marketing officer for Aflac. “The Duck allows us to give Aflac a voice. He’s very relevant and timely and engaged in America.”

With numbers like these CNN Money rated the Aflac and the Duck as one of nine “Social Media Stars” in the FORTUNE 500. The honor puts Aflac amongst classic brands like General Motors, Coca-Cola and AT&T; quite a feat for an insurance brand.

The Aflac-PKT model has spurred a wave of competitors in the category to follow suit, but they are hard pressed to match the success of Aflac’s brand.

About Aflac
Aflac Logo
When a policyholder gets sick or hurt, Aflac pays cash benefits fast. For nearly six decades, Aflac insurance policies have given policyholders the opportunity to focus on recovery, not financial stress. In the United States, Aflac is the number one provider of guaranteed-renewable insurance. In Japan, Aflac is the number one life insurance company in terms of individual policies in force. Aflac individual and group insurance products provide protection to more than 50 million people worldwide. For seven consecutive years, Aflac has been recognized by Ethisphere magazine as one of the World’s Most Ethical Companies. In 2013, FORTUNE magazine recognized Aflac as one of the 100 Best Companies to Work For in America for the 15th consecutive year. Also, in 2013, FORTUNE magazine included Aflac on its list of Most Admired Companies for the 12th time, ranking the company number one in the life and health insurance category. Aflac Incorporated is a Fortune 500 company listed on the New York Stock Exchange under the symbol AFL. To find out more about Aflac, visit aflac.com or espanol.aflac.com.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

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Publicis Kaplan Thaler & Charmin’s Long-Time Relationship Honored

NEW YORK CITY, NY (April 29, 2013) – Publicis Kaplan Thaler and Procter & Gamble’s Charmin brand garner second place in Ad Age’s Best Agency-Client Marriage Contest, surpassed only by BBDO and Hormel’s relationship.

CharminPublicisThere is a lot to be said for an agency-client relationship that lasts much longer than 50% of the marriages in this country. In a tumultuous time when many agencies are dropped by companies in less than five years, this is quite an honor and achievement; especially in the ultra-competitive market of home goods.

Since 1957, when Procter and Gamble purchased the rights to Charmin, the brand has been inseparable from the predecessor agencies which have now become Publicis Kaplan Thaler. The agency has successfully brought a host of new Charmin products to market; including Charmin Plus, Kids Fresh flushable wipes and Charmin Strong toilet tissue. Similarly, the trusting relationship between Charmin and PKT has led to some of the most innovative and financially successful campaigns in the category’s history.  Charmin’s Pottypalooza Tour, which offered public restrooms for patrons in big cities from New York to San Diego, raised sales almost 15% alone.  When asked about the quality of their relationship with Publicis Kaplan Thaler, Charmin stated, “This longstanding partnership centered around a dedication to creating a more enjoyable ‘go’ has enabled us to build a brand that has sold more toilet paper than anyone else, has weathered economic ups and downs, entry and exits of competitors, and welcomed new team members all while having a great time together.” With a market share of nearly 40%, it’s no surprise they are so thrilled with the work of PKT.

CharminPublicis2There seems to be no end in sight for the successful partnership between Publicis Kaplan Thaler and Charmin.  This sort of closeness and openness can only be achieved by having a good sense of humor about your work. And that comes easily when work is talking about stuff that grosses most people out. Work on Charmin continues at PKT’s New York City offices, and at this rate who knows how many more awards are to come.

For the full Ad Age article, go here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core.  With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of  Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others.  To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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Publicis Kaplan Thaler Wins Big at New York/District 2 ADDYs

NEW YORK CITY, NY (April 12, 2013) – Publicis Kaplan Thaler garnered a total of eleven New York ADDYs and six District 2 ADDYs for their work for multiple clients at this year’s ADDY Awards Competition. With over 50,000 submissions per year and three separate shows on the local, regional and national levels, the ADDYs are one of the major award competitions in advertising. This year, PKT’s submissions of their major work over this past year were met with great results.

New York ADDYS

Screen Shot 2013-07-17 at 2.43.16 PMPKT’s work for Citibank, “Clear Checks” OOH, Charmin’s “Waterfalls” TV commercial and Swiffer’s “Man Up” digital shorts all won coveted Gold New York ADDYs. Winning any Gold ADDY in advertising’s most competitive market is an accomplishment — Winning three is certainly a sign PKT is doing things the right way.

Screen Shot 2013-07-17 at 2.38.59 PMPKT also picked up an impressive eight Silver New York ADDYs: Bounty’s “Anthem” Olympic TV commercial, Citi’s “Big Check” and “Sending” TV commercials, Citi’s – “Too Old” radio spot, Scope’s Facebook digital/social media presence, Scope’s “Courage Encouraged” integrated campaign, Street Soccer USA’s – “I PLAY FOR” integrated campaign and Hilton HHonors “Experiences Worth Sharing” print work.

Screen Shot 2013-07-17 at 2.45.06 PMIf that wasn’t enough, Publicis Kaplan Thaler was also recognized with a special Judge’s Award of Excellence for Charmin’s “Waterfalls” TV commercial, a spot consisting of multiple shots of running water encouraging viewers to utilize the commercial time to take a bathroom break.

District 2 ADDYs

Publicis Kaplan Thaler was equally competitive at this year’s District 2 ADDY Competition, adding four gold and two silver awards to their growing collection. District Two encompasses the Washington, DC metro area, New York, New Jersey, Pennsylvania, Maryland, and Delaware and represents 16 local clubs.

Screen Shot 2013-07-17 at 2.38.39 PMCitibank’s “Clear Checks” OOH campaign, Scope’s Facebook digital/social media presence, Hilton HHonors “Experiences Worth Sharing” newspaper campaign and Street Soccer USA’s – “I PLAY FOR” integrated campaign all received the coveted Gold ADDY Awards — a major accomplishment when you consider the competition in District 2. All Gold ADDY winners move on to compete for National ADDY Awards.

Screen Shot 2013-07-17 at 2.38.18 PMP&G’s “Anthem” Olympic TV commercial and Citibank’s “Too Old” radio spot received Silver ADDY Awards.

Screen Shot 2013-07-17 at 2.39.49 PM

Street Soccer USA’s – “I PLAY FOR” integrated campaign also received the special honor of clinching the Phil Dusenberry Award, an award given to the best pro bono work of the year. The Phil Dusenberry Award recognizes agencies who have demonstrated a commitment to doing outstanding work for non-profit organizations. The award is named for the late Phil Dusenberry, whose career included many memorable pro bono campaigns.

“A judge’s award is an incredibly special honor because there is no pre-set category for it,” said Publicis Kaplan Thaler Chairman and Chief Creative Officer Rob Feakins. “It comes about solely because the judges were so impressed by the work in Street Soccer USA, they thought it deserved special recognition. And it is special work because the team didn’t just do the communications (posters, video, facebook, and guerrilla) but they named the teams, designed the team logos, and designed the team uniforms. It was an incredibly, inspirational effort.”

Jay Williams, an Executive Creative Director at Publicis Kaplan Thaler also served as one of the judges on this year’s panel.

A list of all District 2 ADDY Award winners can be found here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About the ADDY Awards
ADDY_Logo_RGBThe ADDY Awards Competition is a three-tiered national competition conducted annually by the American Advertising Federation. The ADDY Awards Competition is the advertising industry’s largest and most representative competition for creative excellence.

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Scope Bacon Fools America — Captures Attention of One Show

Bacon Flavored Mouthwash A Delicious & Highly Successful Hoax

NEW YORK CITY, NY (April 2, 2013) – Publicis Kaplan Thaler and Scope mouthwash teamed up to pull off the best April’s fools prank in recent memory. The hoax was so successful, it landed on The One Club’s Newsfeeder.com, a website that showcases the most creative Facebook page posts made by brands. Newsfeeder enables creatives to search through a repository of curated Facebook page posts by a number of categories, including agency, brand, most recent, most comments, most likes and most shares.

One Show NewsfeederCreated by The One Club, with strategic partnership and technical assistance from Facebook Studio, Newsfeeder’s goal is to highlight the best work of those influencing this relatively new, but impactful medium. Newsfeeder is also a forum for creative professionals to view and comment on the best work being shared across social media’s biggest stage. Newsfeeder leverages the growing influence Facebook page posts have on brands and, consequently, the creative community.

Scope Bacon’s story began on March 29th of this year with one, simple Facebook post. It was a picture of a red, bacon flavored Scope bottle and the headline read “Indulge your meat tooth.” It also included the Twitter hashtag #scopebacon. That one post garnered over 30,000 likes and over 11,000 comments; an astronomical amount for a mouthwash brand. America was interested.

The first Facebook post was immediately followed by a heavy dose of this television commercial produced by Publicis Kaplan Thaler:

Several more Facebook posts leading up to April 1st. Media outlets from across the country began debating whether this product was real or fake. The earned publicity was widespread and people were doing exactly what Scope wanted; they were talking about the brand.

scope-bacon1-193x300When April 1st rolled around Scope revealed via Facebook that the bacon flavored product was indeed a hoax and that much of America had been duped. Reactions ranged from sheer delight to crushed disappointment from some of Scope’s customers who are bacon enthusiasts. Regardless, Scope was in the headlines of major news outlets and the social media sphere was ablaze with responses. The prank was even covered by NBC’s Nightly News.

By pranking their very own customers, Scope has epitomized their new mantra “Courage Encouraged” and successfully moved their brand one step closer to becoming the industry leader.

To read the Huffington Post’s coverage of the story, go here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core.  With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of  Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others.  To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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SXSW — A Look Back

Screen-Shot-2013-03-10-at-2.37.31-PMPublicis Kaplan Thaler attended SXSW Interactive for 5 days of immersion into the latest thinking and technology across the digital and interactive space, with impressive keynote speakers such as Nate Silver, Rachel Maddow, Al Gore and Elon Musk. The conference left us inspired – although the work we’re doing today is smart and innovative, the landscape is changing rapidly and it’s an exciting challenge to stay ahead of the curve. Although we could talk ad nauseam about the thought-provoking sessions, at the end of the day, we came home with 6 noteworthy themes.

Hardware as King: At a conference long-held up as a software and service launching ground, hardware innovations took more center stage. Instead of Google Glasses, 3D printing and motion-controlled technology from LEAP Motion took center stage, indicating that the future of technology application is all about how it comes to life in more tangible ways.

PKT_SXSW__March 2013_reduced sizeThe Arrival of CPGs: Big traditional brands such as Oreo, Doritos and GLAD didn’t just attend, they used the event as an opportunity to demonstrate innovation, create buzz, and launch new products. Their presence shows that every company is a digital company, and that brands can be leaders in this space.

The Collaborative Economy – aka the Sharing Economy. Crowd-sourcing and new ways of sharing are changing the way we discover and consume goods, disrupting industries, helping innovators spread their ideas, and creating value. Companies such as Airbnb, Uber, Etsy, and SideCar are revolutionizing their industries and are putting the power back in the hands of the consumer.

The Changing Pendulum of Social: People are becoming over-saturated by social platforms and apps. Moving forward, clear value exchanges will be the determining factor for adoption, use and engagement. And as for brands, change comes in the form of senior leadership. With some brands putting the power of community management in the hands of senior leadership, it flips the perception of social media on its head – in a good way.

1181367Location: From Social to Utility: The “small human actions” that fueled Google’s growth was the clicking of links, and Facebook was “likes.” Now, platforms like FourSquare are mining the aggregate value of small human actions to draw insights about the community, location, consumerism and sophisticated recommendations.

Search: From Links to Answers: Statistics + algorithms + natural language = finding the signals in the noise.  The next wave of search is here, moving from giving us content that we can pull answers from, to actually giving us smart answers.

 

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Rob Feakins Named to Facebook Creative Council

Facebook has announced the creation of the Creative Council — 14 agency executives enlisted to provide advice as a “sounding board for identifying top priorities for agency creatives in areas like product, measurement and programs.” The announcement from Cannes Lions International Festival of Creativity underscored how vital the agency community is to the possibilities on Facebook. This new council will compliment the existing Client Council of execs from top advertisers. Among the 14 agency elite is Publicis Kaplan Thaler’s Chief Creative Officer and President, Rob Feakins.

“Every day social media becomes a more creative medium. This is a real chance for Facebook to partner with creative leaders with the objective of liberating creativity on Facebook,” Feakins added.

Classically, Facebook has prioritized user experience over advertising presence, minimizing advertising’s influence on product development. As Facebook emerges in the publicly traded market, by collaborating with ad agencies, Mark Zuckerberg’s leadership team will strike a balance between user and advertiser interests. This balance will be integral to both Facebook and agencies’ success as more and more marketers shift their budgets from tradition to digital media.

Mark D’Arcy, Facebook’s Global Director of Creative Solutions, made the announcements: “The more Facebook can listen to the agency community and arm them with more information on the latest our platform has to offer, the more creativity we will see come to Facebook.”

Here’s the full list of 2012 members of the Creative Council:

  • David Droga, Founder/CEO, Droga5
  • Nick Law, CCO, R/GA
  • Jeff Benjamin, CCO, JWT
  • Colleen DeCourcy, Founder/CEO, Socialistic
  • Linus Karlsson, CCO for Global Brands, McCann
  • Mike Lazerow, Co-Founder/CEO, Buddy Media
  • Rob Feakins, CCO/President, Publicis
  • Mark Tutssel, CCO, Leo Burnett
  • Amir Kassaei, WW CCO, DDB
  • Mark Waites, CCO/Founder, Mother
  • Toshiya Fukuda, CEO ECD, 777
  • James Hilton, CCO, AKQA
  • Rob Reilly, CCO, CPB
  • Tor Myhren, CCO, Grey

Facebook’s full press release

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