As the professional game wrestles with a series of ugly incidents and allegations of racial abuse, start-up agency Johnny Fearless has launched a timely social campaign to get youth and grass roots players to make a stand against racism in football.

2SOX1GOAL is a grass roots movement built around a simple but symbolic act – wearing one white sock and one black sock to show that colour doesn’t count in football. Johnny Fearless has put the social media channels in place, and unveiled its own online video, to capture the momentum and outrage that real football fans and players feel toward the racist incidents that have marred the professional game.

The two-and-a-half minute film ‘2SOX1GOAL – Love Football, Lose Racism’ launches on the 2SOX1GOAL YouTube Channel this week and, in parallel with the Facebook page acts as a call to action to youth and Sunday League teams to join in and post their own videos.

The stylish black and white film opens with the text “Racism still exists in football. If the adults can’t sort it out…” before cutting to slow motion footage of youth football and the white sock, black sock idea in action, all set to the hymn ‘Abide With Me’. In the final frames, the film flicks in to colour and we see a muddied black and white sock together on the pitch with the endline “Love Football. Lose Racism”.

Paul Domenet, Founding Partner at Johnny Fearless, says: “2SOX1GOAL is designed so that anyone can show that colour doesn’t count in football. A kid in the park or a Sunday League wannabe can be a running, jumping, heading, shooting symbol of integration in football – one white sock, one black sock, that’s all it takes.”

Credits:
Title: 2SOX1GOAL – Love Football, Lose Racism
Creative: Johnny Fearless
Directed and Produced by Joint Effort Studios
Additional Production by Smoke & Mirrors

Tweet As US online ad spending closes in this year on $40 billion, the bulk of that spending will go toward just a few formats: search, banners and video advertising.

These three formats will make up upwards of 80% of all spending through 2016, eMarketer predicts. Search is and will remain by far the leading format, although its share of total online ad spending will slip slightly from 2012 to 2016 as online video ad spending nearly doubles its share from 7.9% in 2012 to 15% in 2016.

Video continues to be the fastest-growing online ad format, with spending increasing by nearly 55% this year, following growth of 42.1% in 2011. Strong double-digit growth will continue throughout eMarketer’s forecast period. Growth for several other formats remains strong as well, especially with the prospect of a major national election and summer Olympic Games in 2012 to boost rates.

The continued dominance of search as the leading digital advertising format comes as little surprise, with its near-universal adoption rates among consumers and popularity on both the desktop and mobile web. Meanwhile, the continued strength of banner ads across desktop and mobile devices, coupled with a surge in video ad spending on both platforms, constitute the two most important and related storylines in display advertising.

eMarketer forms its forecast for online advertising spending though a meta-analysis of reported revenues from major ad-selling companies; results from benchmark sources the Interactive Advertising Bureau and PricewaterhouseCoopers; and research estimates and methodologies from dozens of firms that track ad spending.

Source:eMarketer

Following a year of positive change under Tim Hipperson, leading integrated marketing agency, G2 Joshua, has bolstered its social media capabilities with Alterian, a leading international integrated marketing platform provider, by implementing its SM2 service.

The social media monitoring and reporting tool means G2 Joshua will have the ability to harness the power of the consumer's voice within social media. It will provide the agency and its clients with a 360 degree view of consumers by monitoring brands, identifying key communities and influencers, addressing customer service issues and conducting unbiased research.

To reflect this, in the new Knightsbridge office, social is embedded in the agency through a real-time social media wall, meaning staff are constantly connected to live consumer comments and opinion: the embodiment of the new G2 Joshua manifesto.

Tim Hipperson, CEO, G2 Joshua, says: “Last year I was very vocal in my opinion that agencies need to irrevocably alter their offering from developing creative executions to nurturing consumer communities. We have invested significantly in technology and data through partnerships with Alterian, Consumer Cloud and Fabric. Integrating SM2 completes this; we now have all the building blocks in place to become the agency of the future that we outlined last year.”

Twitter’s ad revenue growth will fall from the triple digits last year to “mere” 83% growth in 2012, eMarketer predicts, reaching nearly $260 million worldwide by the end of this year.

The social media service, which is continuing to roll out self-serve ad offerings, will see growth in ad revenues around the world taper off over the next three years yet remain solidly positive. By 2014, eMarketer estimates, Twitter will enjoy worldwide ad revenues of $540 million.

Currently, 90% of Twitter’s revenues come from US sources, with other countries contributing just $26 million to its ad revenues this year. The site will have diversified its revenue sources slightly by 2014, but 83% of dollars will still come from the US.

LinkedIn, which has lower revenues and a lower growth rate overall than Twitter, gets a greater share of its ad dollars from outside the US.

This year, when the site will see $226 million in ad revenues, a 46.1% increase over 2011, 32% of that money will come from abroad.

By 2014, US advertisers will account for 60% of LinkedIn’s revenues of $405.6 million, according to eMarketer estimates.

eMarketer forms its estimates of social network ad revenues through a meta-analysis of data from dozens of research firms, company information and industry trends. This forecast represents an upward revision of LinkedIn’s revenues and growth rate compared with eMarketer’s previous forecast, issued in September 2011, due to a stronger-than-expected advertising program at the site. Twitter’s ad revenues are close to those expected last September, with growth continuing on the expected trajectory for an additional year.

Source:eMarketer

New York:Maxus, the fastest-growing media services agency in the world (RECMA), has been named Adweek magazine’s “U.S. Media Agency of the Year” for the agency’s spectacular performance in 2011.

At the same time, Maxus was also lauded by Advertising Age as part of the magazine’s annual “Agency A-List” by being named an “Agency to Watch.”

Both announcements were made in this week’s issue of each publication.

“Maxus has enjoyed a banner year,” Adweek said in announcing the award. “Along with landing NBCUniversal’s (North American) accounts … Maxus won global duties for S.C. Johnson and Barclays Bank, and expanded its relationship with Bausch + Lomb. Overall, U.S. billings grew from an estimated $900 million in 2010 to $2 billion in 2011, according to figures from Recma.”

In its report, Ad Age wrote: “The firm … hired 150 people in North America and opened offices in Toronto, Los Angeles and Mexico City. It hired Neil Sternberg as its first chief financial officer, and Elizabeth McCune as director-communications planning, both in North America. It also established the region's first TV buying and digital-trading units.”

“We’re all extremely pleased that the two most important advertising trade publications in America have chosen to honor Maxus with these prestigious awards,” said Maxus Global CEO Kelly Clark. “I want to thank the magazine’s editors and also extend my thanks and congratulations to Maxus North America CEO Louis Jones and his entire team for making these accolades possible.”

MEC Manchester, a leading media agency, has been assigned by First4lawyers, one of the UK’s leading personal injury law specialists, to handle its media planning and buying for DRTV.

MEC’s first campaign will look to drive calls to First4lawyers from DRTV outreach. With a budget of £6m the new campaign will be targeted at anyone who may have suffered a personal injury as a result of an accident and requesting the expertise of a solicitor to recover compensation. The campaign creative will use Andrew Castle, the face of First4lawyers.

First4lawyers comments: “Throughout the pitch process, we were impressed by MEC’s rigorous approach to media planning. Added to this was the agency’s expertise in understanding our market, and they were the stand out agency for us. They are the perfect fit for ourselves and we are looking forward to working together.”

Mick Style, Managing Director, MEC Manchester, says: “We have a wealth of understanding and experience when it comes to customer acquisition and feel we can help First4lawyers achieve even greater success. We’re excited to be working with First4lawyers as they continue their growth strategy of carefully matching potential compensation claims customers with solicitors offering the expertise they require.”

The Newspaper Marketing Agency (NMA) has unveiled a set of stop-frame animation films that bring to life the sports pages of the UK’s national newspapers and celebrate the strong emotional bond that sports fans have with the National newspapers.

Created by McCann London, the films encourage brands to advertise in the sports pages by emphasising the passion that readers have for newspaper sports coverage, under the strapline ‘Newspapers. Bringing Sport To Life in 2012’.

Shot using an innovative stop-frame animation technique and directed by Danny Vaia for Disqo, the films position the newspapers as a special place that readers visit both to stimulate their anticipation for sporting fixtures before they happen, and to immerse themselves in unrivalled analysis after the event.

The films use actual newspaper coverage of sporting events and feature digital devices to show how the reader experience is enhanced by the newspapers’ print and online sports journalism. They were shot in-camera, with minimal digital compositing to create a seamless sequence. A rousing voice over by Shakespearean actor Brian Cox adds to the sense of drama.

The work comprises a one minute 40 sec brand film, a 40-second cutdown, and a special Olympic themed variant.

McCann London was awarded the project in June 2011 following a pitch against an undisclosed agency.

Chris Macdonald, CEO McCann Erickson, says: “The sports pages of our newspapers are unique in their depth of analysis and the debate they create. In these films, we celebrate the brilliance of the writers and editors as they bring newspaper sports coverage to life.”

Rufus Olins, the newly arrived CEO of the Newspaper Marketing Agency observed: “2012 is going to be a huge year for sport, and we wanted to remind marketers of the strong emotional involvement our readers have with the sports pages, and the opportunity for brands to connect with this passionate audience.”

London: Supermodel Kate Moss is the new face of Spanish high street store Mango.

The 38-year-old is the latest celebrity to appear in a campaign for the store, following in the footsteps of Scarlett Johansson, Penelope Cruz and Olivia Palermo, reports femalefirst.co.uk.

"I'm really excited to be working with Mango for S/S (spring-summer) 2012, we had a great time shooting the campaign, the team are so easy to work with and shooting with Terry is always fun," said Moss.

The ad has been shot by photographer Terry Richardson.

Cheryl Cole and L’Oréal Paris return to UK screens this week in a new advertisement to support the launch of new L’Oréal Paris False Lash Telescopic mascara.

The TV, press and digital campaign, created by McCann London, highlights the lengthening, false lash-effect of the mascara with the line ‘Off The Scale’. The 30-second TV spot, directed by Joe Roman through Knucklehead, sees Cheryl invite viewers to “play on a whole new scale”. She blows a pair of false eyelashes from her hand as she showcases the intense lengthening effect of Telescopic on her natural lashes.

The print campaign, for magazines and national press, is shot by Rankin. A ‘behind the scenes’ film of the making of the TV spot has been created for social media.

L’Oréal Paris False Lash Telescopic mascara features micro stretch fibre technology with 1.2mm micro fibres which link and bind each eye lash. The formula creates a ladder effect by building length and volume beyond the lash tips. Lashes appear elongated, similar to lash extensions. An innovative new thick, flat brush separates each lash, which after just one stroke reveals a clump-free full lash fringe, for a false lash effect
 

London: McCann London is behind a realistic new horror film trailer that turns out not to promote the latest British slash flick but The AA’s Home Emergency Response service.

Using the idea that ‘it’s a real nightmare when your boiler breaks down’, the ad uses all the tropes of a promo for a horror movie, introducing the demonic Jack Frost, who nips at your window, puts a shiver down your spine and freezes your kids. It asks: “Who will stop Jack Frost?”

The full reveal of the three-and-a-half-minute ad, however, reassures viewers that they can relax because all can be fixed by the helpful AA engineer.
The ad aims to raise awareness of The AA’s boiler care cover (Home Emergency Response). It breaks online on January 11 in a 90-second trailer with no AA branding, which will run for a week, before the full film appears on January 18, hosted at StopJackFrost.com. Viewers will then be redirected to The AA’s website where for each policy sold the AA has pledged to donate £20 to Shelter, the housing and homelessness charity.

“We’re always looking for innovative ways to get the message across about the services and products we offer, “ said Michael Cutbill AA’s Marketing Director. “The idea of creating a spoof film trailer linked to one of the major winter issues  – freezing temperatures and broken boilers – fitted well with our Home Emergency Response service and appealed to our sense of humour. We hope our customers enjoy it too and see the funny side, but to underline the seriousness of the issue, we’re donating £20 to the charity Shelter for every policy sold from the online video.”

Creative Directors at McCann London Matt Crabtree and Si Hepton, said: “The AA was willing to take a risk in letting us create this ad that isn’t heavy on branding but does really bring to life the feeling of relief knowing your boiler breaking down isn’t the end of the world. It’s great working with a client that likes to push boundaries in advertising like this.”

Credits :

Creative Agency McCann London
Creative Directors Matt Crabtree and Si Hepton
Account Director Sam Lewis
Agency Producer Paula Mackersey/Danielle Connelly
Director/ Production Co  Matthias Hoene, Partizan
Producer Jenny Beckett