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Author Archives: Ana

Hermes keep pushing for brand utility

on October 6, 2013 by Ana Comments

Coming right at the heels of their “how to tie your scarf” iPhone app, Hermes recently launched its new pop-up store, themed as a retro diner called “Silk Bar,” where you can check out the daily “menu” and see the “daily silk specials.” The pop-up is located in the Time Warner shopping center at the Columbus Circle, so if you’re in New York, check it out!

Source: Silk Pop-Up Diner

Out with the ads, in with the content

on September 30, 2013 by Ana Comments

Denny’s and Percolate created something extraordinary. Denny’s is better known as the America’s Diner for the past half of the century. Percolate is better knowns as the content publishing platform for brands. Combine the two and you get an impressive 680% increase of consumer social engagement with 55% less time invested. Read more…

What business is AirBnB in?

on September 28, 2013 by Ana Comments

And more importantly, does it matter? Due to its laser-sharp focus on providing accessible accommodation to travelers everywhere, AirBnB can afford to explore adding value in its adjacent lines of business. This time, it’s making homes of amazing people accessible to anyone with enough curiosity and affection for design. In partnership with Sonos and a few other LA-based brands, AirBnB created an immersive Hello LA Facebook initiative focused on experiencing LA as unseen before. Read more…

Hermes helps you tie your scarf

on September 28, 2013 by Ana Comments

These days, fashion brands are often at the forefront of digital innovation. The notorious digi-phobia of luxury brands seem all but history, and this Hermes app proves the point. Most of us can’t tie a scarf to save our lives, and this app is something that actually will come handy. Good job, Hermes.

Get yours at the iTunes Store.

100 points for Romanian advertising

on September 28, 2013 by Ana Comments

Who says that Romanians don’t have a sense of humor, and more than enough cheekiness? Completely unfazed by the attempt of British Government to discourage their nationals from migrating to Britain, Romanian daily newspaper Gandul ran a campaign named “We May Not Like Britain, But You’ll Love Romania.” The ads ran on Facebook and in some British outdoor media. Score!

Source: “Why Don’t You Come Over”

 

Fashion mag goes green (juice)

on September 9, 2013 by Ana Comments

Brand utility has become table stakes at this point. From Citibikes through Forbes Wi-Fi hotspot, brands are vying consumers through service.

Not to be outdone at the New York Fashion Week, fashion magazine Marie Claire hired a juice truck in partnership with Juice Generation and parked it right at the hub of action around Lincoln Center. Know thy audience.

Marie Claire’s Front Row Refresh

Now bloggers write native ads, too

on September 9, 2013 by Ana Comments

Buying advertising from Details magazine can get you far in the digital fashion world.

In an attempt to make ads more meaningful to their style-savvy consumers, Details magazine tapped into its network of 150 men’s fashion bloggers to develop content for brands like Versace, Gucci and Prada. The posts were combinations of outfit ideas, photos and style inspiration, and were widely seeded via stylists’ blogs, Details’ Network and Details’ Insider properties, and Details’ Style Advice section of the site. The posts were also featured on Gucci, Prada and Versace social media and promotional channels.

Details Magazine

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The banner ad strikes back

on August 19, 2013 by Ana Comments

Banners don’t have to suck. A good example of how creativity can thrive within constraints comes from Serbia. In order to raise awareness about the local NGO dedicated to providing guide dogs for the blind, the creative team at McCann Belgrade used a full-page takeover banners to blackout all the content on the country’s major Internet portals. The only thing users saw was a disorienting mesh of sounds, not unlike what the blind people experience in a crowded public place. The synchronized blackout campaign drove users to the NGO’s site, where they could make their donation.

Strategy playbook

on March 18, 2013 by Ana Comments

Everyone’s talking about responsive design, but what about responsive strategy? The world’s become a different place since first planners made their debut some 30 years back. Most importantly, it’s more open, connected and interactive. To fit in, strategy needs to become like that too. Strategy isn’t an isolated discipline or a tucked-away department that makes a cameo in the agency process by putting together a beautiful Keynote or a smart chart. Read more…

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Meet Ana

on March 7, 2013 by Ana Comments

Ana works as Head of Strategy at New York City-based digital shop CreateThe Group. Prior to joining CTG, Ana got a Ph.D. in Sociology and worked as a Digital Strategist at Droga5, HUGE, The Barbarian Group, Razorfish and AKQA for clients like Amex, Target, Toyota, Kraft, Unilever, Comcast, Ford Motor Company, Maybelline, and Bloomberg LP.

Ana’s work is a mix of technology, human behavior and brands. She writes for Fast Company and Ad Age, has a blog called I [Love] Marketing, and shares her thoughts on Slideshare.

Most recently, Ana served as a National Cateogy Judge for 4A’s Jay Chiat Awards for Strategic Excellence and has been one of the judges for IAB Mobile and Video Rising Stars Awards. Ana’s also teaching Digital Strategy Course with SheSays, and has presented at HyperIsland Masterclass, Miami Ad School, OMMA and SxSW.

You can follow Ana on Twitter at @andjelicaaa.

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