World Branding Forum https://brandingforum.org Advancing branding standards for industry and consumers Fri, 06 Mar 2015 16:24:52 +0000 en-US hourly 1 https://wordpress.org/?v=4.1.25 Leaders From AOL, Colgate, Facebook, Google, McDonald’s, Mondelez, P&G, Join Trustworthy Accountability Group https://brandingforum.org/news/leaders-from-aol-colgate-facebook-google-mcdonalds-mondelez-pg-join-trustworthy-accountability-group/ https://brandingforum.org/news/leaders-from-aol-colgate-facebook-google-mcdonalds-mondelez-pg-join-trustworthy-accountability-group/#comments Fri, 06 Mar 2015 16:24:52 +0000 https://brandingforum.org/?p=3719 After Laying Foundation for TAG’s Growth, Linda Woolley Steps Down as CEO; IAB EVP of Public Policy Mike Zaneis Takes Over As Interim CEO The Trustworthy Accountability Group (TAG), a U.S. advertising industry initiative to improve the digital ecosystem, today announced its inaugural board of directors, including 24 top executives from the world’s largest brand […]

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After Laying Foundation for TAG’s Growth, Linda Woolley Steps Down as CEO; IAB EVP of Public Policy Mike Zaneis Takes Over As Interim CEO

The Trustworthy Accountability Group (TAG), a U.S. advertising industry initiative to improve the digital ecosystem, today announced its inaugural board of directors, including 24 top executives from the world’s largest brand advertisers, online media companies, ad agencies, and advertising technology companies. Founding members of the TAG board include:

Roger Adams, Chief Marketing Officer, USAA Dana Anderson, Senior Vice President and Chief Marketing Officer, Mondelez International Mark Baynes, Chief Marketing Officer, Keurig Green Mountain Debra Berman, Chief Marketing Officer, JCPenney Eduardo Conrado, Senior Vice President and Chief Innovation Officer, Motorola Solutions Trevor Fellows, Global Head of Media Sales, Wall Street Journal Nancy Hill, President and CEO, American Association of Advertising Agencies David Fischer, Vice President of Advertising and Global Operations, Facebook Jack Haber, Vice President, Global Advertising and Digital, Colgate-Palmolive Scott Hagedorn, CEO, Annalect (an Omnicom Media Group Company) Neil Johnston, Executive Vice President, Strategy and Digital Innovation, Cox Media Group Bill Koenigsberg, President, CEO, and Founder, Horizon Media Bob Liodice, President and CEO, Association of National Advertisers Bob Lord, President, AOL Neal Mohan, Vice President, Display Advertising Products, Google Rob Norman, Chief Digital Officer Global, GroupM Marc Pritchard, Global Brand Building Officer, Procter & Gamble Greg Raifman, President, Rubicon Project Randall Rothenberg, President and CEO, Interactive Advertising Bureau Tod Sacerdoti, CEO and Founder, Brightroll (a division of Yahoo) Matt Seiler, Global CEO, IPG Mediabrands Vivek Shah, CEO, Ziff Davis Rishad Tobbacawalla, Chief Strategist, Publicis Groupe Deborah Wahl, Chief Marketing Officer, McDonald’s USA

“For digital marketing to grow to its full potential, we must work together as an industry to build a trustworthy and accountable digital supply chain,” said Marc Pritchard, Global Brand Building Officer, Procter & Gamble. “TAG is helping bring all of the stakeholders together to tackle difficult issues like fraud, digital piracy, ad-related malware, and lack of transparency, and I am delighted to join its board of directors as we undertake this important effort.”

“TAG is building momentum with cross-industry programs to set appropriate standards, validate good actors, and identify low quality sources of inventory,” said Vivek Shah, CEO, Ziff Davis. “We believe this all-star board can help TAG set a clear and successful agenda, while ensuring that TAG programs are quickly adopted across the industry.”

In addition to the new board, TAG also announced that Linda Woolley is stepping down as CEO and President, after helping the organisation build a solid foundation for success. Mike Zaneis, Executive Vice President, Public Policy, and General Counsel of the Interactive Advertising Bureau (IAB), will take over as interim CEO for TAG until a permanent replacement is found.

“We are grateful for Linda’s leadership in helping TAG build a foundation as the leading cross-industry effort to address ad fraud, malware, and IP piracy concerns in the digital advertising ecosystem,” said Zaneis in announcing the move. “We thank her for her support, vision, and experience in helping launch this vital programme, and we are excited to build on TAG’s success with new programmes we will launch over coming weeks to improve the digital supply chain.”

As CEO of TAG, Woolley helped the newly-established organisation launch an innovative cross-industry certification program against piracy, moved the existing Quality Assurance Guidelines (QAG) initiative from IAB into TAG, recruited some of the industry’s most prominent leaders to serve on the TAG board, and initiated work on key initiatives for TAG to strengthen the digital advertising supply chain.

“We stood up the TAG programme, and announced a robust and innovative anti-piracy program,” said Woolley. “Work plans for addressing malware, fraud, and other issues are in place, and they are ready to be operationalised. I’m pleased that Mike will provide a seamless transition in carrying on the work of TAG as it moves forward.”

Prior to joining TAG, Woolley served for nearly six years in executive roles at the Direct Marketing Association (DMA), where she most recently served as CEO and President, and before that as head of the association’s public policy office in Washington. Prior to that, Woolley spent more than 30 years in public affairs, government relations and policy via her own firm, LegisLaw Consulting, as well as ITT, the U.S. Chamber of Commerce and the U.S. House of Representatives.

TAG is an initiative created by the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s), and the Interactive Advertising Bureau (IAB) to attack ad-supported piracy, advertising fraud, malware, and other critical challenges in the digital communications supply chain.

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The Coca-Cola Bottle Celebrates 100 Years https://brandingforum.org/news/the-coca-cola-bottle-celebrates-100-years/ https://brandingforum.org/news/the-coca-cola-bottle-celebrates-100-years/#comments Thu, 05 Mar 2015 16:59:11 +0000 https://brandingforum.org/?p=3690 Coca-Cola Kicks-Off 2015 Global Campaign for the World Famous Package Design A design so distinctive that it could be recognised by touch alone and so unique that it could be identified when shattered on the ground. This was the brief for the creation of the Coca-Cola bottle which is 100 years young this year. To […]

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Coca-Cola Kicks-Off 2015 Global Campaign for the World Famous Package Design

A design so distinctive that it could be recognised by touch alone and so unique that it could be identified when shattered on the ground. This was the brief for the creation of the Coca-Cola bottle which is 100 years young this year. To mark this milestone, The Coca-Cola Company is celebrating with a year-long campaign that includes new advertising, a music anthem and a series of art exhibits featuring works from some of the world’s leading contemporary artists including Andy Warhol, Norman Rockwell and Peter Blake.

Born on 16 November 1915, the Coca-Cola bottle was the creation of the Root Glass Company in Terre Haute, Indiana. With its unmistakable curves and a distinctive contour, the bottle has become a global icon, inspiring a century’s worth of signature moments in film, social history, design and the fine arts.

“Since its creation in 1915, the Coca-Cola bottle has achieved iconic status as a symbol of refreshment and uplift and it remains an important asset for our business today,” said Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company. “The campaign, which will be executed in over 130 countries, is our invitation to consumers around the world to share in the specialness of an ice-cold Coca-Cola.”

The Coke Bottle 100 campaign will come to life through a number of elements, including:

The Coca-Cola Bottle: An American Icon at 100 – Art Exhibition at the High Museum of Art in Atlanta, Georgia The Coca-Cola Bottle: Inspiring Pop Culture for 100 Years – Traveling Art Tour 14 new television and digital films Kissed By – Out of Home and print campaign featuring iconic celebrities Nobody Like You – New Music Anthem from emerging artist, Francesco Yates Kiss The Past Hello – A book published by Assouline and featuring classic and contemporary images of the bottle Story of the Coca-Cola Bottle App – Interactive journey for consumers through the Coca-Cola archives in Atlanta

The High Museum of Art, in collaboration with The Coca-Cola Company, will present The Coca-Cola Bottle: An American Icon at 100, a four-part exhibit that will salute the Coca-Cola bottle and its special place in the worlds of art, design and commerce over the past 100 years. For the first time ever, two original Andy Warhol Coke Bottle paintings will be displayed alongside more than 100 original bottle-inspired artworks and photographs. The exhibit will also include original bottle prototypes and sketches and will open to the public on Feb. 28 and close on Oct. 4, 2015.

A travelling art exhibition, The Coca-Cola Bottle Art Tour: Inspiring Pop Culture for 100 Years, will take consumers on a unique, multi-sensory journey featuring an array of Coca-Cola bottle themed art, historical artefacts and interactive experiences which showcase the Coca-Cola bottle’s role in art and popular culture. The exhibition will visit more than 15 countries and travel 62,000 miles around the world in 2015.

The Coca-Cola bottle’s legacy will be explored through film in 14 unique television and digital films that will be aired globally in 2015. One spot from Ogilvy & Mather Paris tells the epic tale of the creation of the Coca-Cola bottle, as narrated by a big brother to his younger sibling. The bottle travels through distant lands and curious settings, captivating the boy’s imagination. It is through this journey that the bottle obtains its unique features – its iconic curves, its flutes and red ribbon – and gets filled with icy-cold Coca-Cola as it ends its ride back in the hands of the refreshed older brother. The additional spots were produced by Ogilvy & Mather Paris, Wieden + Kennedy Portland, Sid Lee Canada and McCann Madrid.

“Nobody Like You” is the new music anthem for the Coca-Cola bottle campaign from 19 year-old, Canadian singer/songwriter Francesco Yates. Originally discovered at 16 years old, Yates is now signed to Atlantic Records. The anthem’s lyrics tell both a traditional love story and serve as an ode to the contour shape of the Coca-Cola bottle and the specialness of shared moments. “Nobody Like You” debuts today and is available via digital download. The song will also appear on radio and in Coca-Cola television commercials throughout 2015.

Iconic pop-stars and notable Coca-Cola fans Marilyn Monroe, Elvis Presley and Ray Charles unite in the new ‘Kissed By’ global out of home, digital and retail campaign. The images feature the stars being ‘kissed by’ the Coca-Cola bottle, an experience shared across generations for the last 100 years. Between takes at RCA Victor’s Studio 1 on East 24th Street in New York City, American musician Elvis Presley laughs as he drinks a Coca-Cola on July 2, 1956. At the recording session, Presley and his band recorded both ‘Hound Dog’ and ‘Don’t Be Cruel’. Throughout the year, local markets will further leverage ‘Kissed By’ featuring modern-day celebrities and musical icons.

Coca-Cola, in partnership with French publishing house Assouline, will release a limited-edition book highlighting the rich history of the Coca-Cola bottle, titled Kiss the Past Hello. In addition to famous artwork featuring the Coca-Cola bottle, The Coca-Cola Company invited contemporary artists and designers from around the world to reinterpret the bottle in their own signature aesthetic. The result is a stunning array of “mash-up” artwork, which will be showcased in the book when it is released in March 2015.

To share our rich heritage with our consumers in a contemporary way, we have created an interactive journey through the Story of the Coca-Cola Bottle App that takes you through a behind-the-scenes look at our Coca-Cola Archives featuring stories about both the brand and the bottle from inside our headquarters in Atlanta. The free App will be available in both Apple and Android formats.

Throughout the year, Coca-Cola Journey will act as a hub for all centennial celebration content, providing a single destination for consumers to experience the campaign.

Coca-Cola is a global winner of the World Branding Awards.

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Redesigned Apartments.com Launches $100M Campaign Starring Jeff Goldblum https://brandingforum.org/news/redesigned-apartments-com-launches-100m-campaign-starring-jeff-goldblum/ https://brandingforum.org/news/redesigned-apartments-com-launches-100m-campaign-starring-jeff-goldblum/#comments Mon, 02 Mar 2015 16:25:29 +0000 https://brandingforum.org/?p=3672 Record Advertising Spend in Apartment Rental Category; New Website Redefines the Rental Experience for 100 Million Americans Who Rent Their Homes Apartments.com, powered by CoStar, yesterday launched a groundbreaking advertising campaign featuring actor Jeff Goldblum as Brad Bellflower, the eccentric Silicon Valley Maverick and visionary futurist behind the all-new, completely redesigned Apartments.com. Developed by agency […]

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Record Advertising Spend in Apartment Rental Category; New Website Redefines the Rental Experience for 100 Million Americans Who Rent Their Homes

Apartments.com, powered by CoStar, yesterday launched a groundbreaking advertising campaign featuring actor Jeff Goldblum as Brad Bellflower, the eccentric Silicon Valley Maverick and visionary futurist behind the all-new, completely redesigned Apartments.com. Developed by agency of record, RPA, the strategy for the campaign is to position Apartments.com as the ultimate ally for apartment searchers, with more listings than any other apartment-listing website.

Using a Web 5.0 look and feel to emphasize the benefits of the new Apartments.com experience, the integrated campaign thematically leverages the lofty tag line: “Change your apartment. Change the world.” to irreverently communicate the company’s commitment to meeting the needs of renters rather than catering primarily to landlords as rental websites have done in the past.

“Like any good Silicon Valley maverick, Brad’s vision for his apartment rentals website is nothing less than to change the world. But hyperbole and parody aside, finding a great place to live or moving to a new area really does change your world,” said CoStar Group founder & CEO Andrew C. Florance.

Several Apartments.com new features include custom search filters, a Polygon™ search tool that enables the user to define the area they want to search in by drawing the shape on a map, a Plan Commute tool that selects properties within a desired commute time between the rental location and a specified address, photos, video walk-throughs and detailed neighbourhood information.

An expansive, year-long national, regional, local and hyper-local media buy is designed to reach 95 percent of target audience 18 to 49 years old, delivering more than 3 billion impressions, to create awareness and excitement for Apartments.com and increase website traffic.

“Apartments.com is determined to communicate with every renter in the country. Jeff Goldblum perfectly portrays Brad, an over-exaggerated tech powerhouse, to capture attention for Apartments.com—the best apartment site on the market—while establishing the website as a trusted resource that will ensure people find the place they’ll love,” said Joe Baratelli, CCO at RPA.

TV launched yesterday during “The Walking Dead” with 30-second “Launch” (as well as online only :60 version) and continues with an onslaught of buzz-worthy placements, with seven unique spots rolling out on more than 70 network programs and 30 cable networks, as well as during high-profile premieres and season finales such as “The Bachelor,” “Dancing with the Stars,” “Empire” and “Survivor” and MLB and NBA games and NBA playoffs.

Digital and social are deeply woven into the launch and sustaining strategies for Apartments.com, including extensive investments in search and high-impact homepage activations across CNN, Gizmodo, Lifehacker, Yahoo and YouTube.

Through partnerships with leading digital publishers such as Buzzfeed, Gawker, The Huffington Post and Wired, Apartments.com will create highly shareable custom content that will be placed natively both on the sites and throughout social media.

In addition, Apartments.com will launch the Brad Bellflower character across Facebook and Twitter, allowing Bellflower to flex his maverick muscles in the digital environments he knows best. Across each of these platforms, Bellflower will showcase his myriad worldly insights using meta native formats like image quotes, tweetstorms and screenshorts—following the style of other Silicon Valley titans.

Widespread out-of-home on bulletins and posters, rail/subway stations, wrapped trains, transit shelters and street kiosks will feature Brad Bellflower spouting Apartments.com truths—“We put the .com in apartments,” “Need a new place? Surf the apartminternet.” and “The Most Polygonal Search Online.” Customized local radio, TV and outdoor advertising will be targeted to Atlanta, Baltimore, Charlotte (N.C.), Chicago, Dallas, Detroit, Los Angeles, Hampton Roads (Va.), Houston, Nashville (Tenn.), Minneapolis, New York, Philadelphia, Phoenix and Washington, D.C.

Apartments.com plans to reinforce the consumer campaign with the most aggressive search engine marketing (SEM) program in the apartment industry, along with a major business-to-business campaign introducing the new website features and advertising model to the trade audience, apartment owners and property managers.

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Virgin America Is First U.S. Airline To Power Online Payments With Visa Checkout https://brandingforum.org/news/virgin-america-is-first-u-s-airline-to-power-online-payments-with-visa-checkout/ https://brandingforum.org/news/virgin-america-is-first-u-s-airline-to-power-online-payments-with-visa-checkout/#comments Fri, 27 Feb 2015 15:56:22 +0000 https://brandingforum.org/?p=3654 Airline Continues to Transform Travel Bookings with Visa Checkout Payment Technology, Celebrates With Bonus Launch Offer Virgin America, the California-based carrier reinventing flying, has become the first U.S. airline to launch Visa Checkout, building on its innovative new virginamerica.com website with a simple and speedy new way to process online payments. Available now at www.virginamerica.com, […]

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Airline Continues to Transform Travel Bookings with Visa Checkout Payment Technology, Celebrates With Bonus Launch Offer

Virgin America, the California-based carrier reinventing flying, has become the first U.S. airline to launch Visa Checkout, building on its innovative new virginamerica.com website with a simple and speedy new way to process online payments. Available now at www.virginamerica.com, Visa Checkout is designed to make online shopping as easy as a physical card ‘swipe'; after signing up once, Visa Checkout removes the need to enter card details during the online checkout process wherever consumers see the Visa Checkout button. As the first and only U.S. airline to offer a fully responsive website, Visa Checkout is available when booking Virgin America flights across all devices. It follows the transformational re-design of Virgin America’s website in 2014, which features a fresh look-and-feel and responsive design. To celebrate the launch of Visa Checkout, Virgin America is offering $25 off a future flight to all guests that use Visa Checkout on the airline’s website from today through March 15 2015, while supplies last.

“Just like our unique and tech-forward aircraft cabins, our new website represents a major departure from the typical airline experience,” said Virgin America Chief Marketing Officer Luanne Calvert. “We are excited to elevate our guests’ web experience even further with the launch of Visa Checkout, bringing the simplicity and speed of the ‘swipe’ into the online world so our guests can breeze through checkout in just a few clicks, from any device.”

“Virgin America’s busy passengers want to book their travel easily, wherever they are, on whatever device they choose,” said Sam Shrauger, senior vice president, Visa Digital Solutions. “Visa Checkout’s payment experience does exactly that, making it super simple to purchase from a mobile phone, tablet, or PC, so that travellers can spend more time planning their next trip, and less time checking out and paying.”

Travellers new to Visa Checkout can enrol through the booking path on Virgin America’s website in just a few simple steps. Visa Checkout accepts any debit or credit card, including the Virgin America Visa Signature Credit Card and the Virgin America Premium Visa Signature Card. Once enrolled, shoppers simply provide their username and password to complete the payment process, without ever having to leave Virgin America’s website.

In 2014, Virgin America completed the redesign of its new website. The website was built entirely around the needs and preferences of the airline’s tech-forward guests to be faster, more intuitive and device-neutral so that all users have the same experience, whether they are accessing the site through a laptop or mobile device.

With mood-lit cabins, fleetwide WiFi, custom-designed leather seating, power outlets, personal touch-screen entertainment platforms, confirmed seating and new, quieter aircraft with three classes of service, Virgin America has attracted a loyal following of business travellers for its “office in the sky” amenities. In a recent 2014 survey conducted by Travel + Leisure and Fortune magazine, Virgin America’s tech-forward features helped the airline to be named the “Best Domestic Airline for Business Travel.”

In addition to a Main Cabin that offers custom-designed leather seating with a deeper, more comfortable pitch, the airline’s First Class cabin offers plush white leather seating with 55 inches of pitch, 165 degrees of recline and lumbar massagers. The carrier’s Main Cabin Select service offers 38-inches of pitch, free food and cocktails, an all-access pass to media content, dedicated overhead bins and priority check-in/boarding. The Red in-flight entertainment platform offers guests their own seatback touch-screen TV, with more than 20 films, live TV, Google Maps, videogames, a 3,000 song library and an on-demand menu, which allows flyers to order a cocktail or snack from their seatback any time during a flight. Virgin America’s airport lounge – The Loft – is located at LAX and its Elevate frequent flyer program offers no black-outs or restrictions on rewards seats with three levels of status including Elevate Gold and Elevate Silver.

The airline continues to expand its network across the country with flights to Austin, Boston, Cancun, Chicago, Dallas Love Field, Fort Lauderdale, Las Vegas, Los Angeles, Los Cabos, Newark, New York (JFK and LGA), Orlando, Palm Springs (seasonal), Portland, Puerto Vallarta, San Diego, San Francisco, Seattle and Washington D.C. (IAD and DCA).

Visa was a global winner of the World Branding Awards.

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Starwood Fuels Innovation with Debut of Starlab in New York’s Garment District https://brandingforum.org/news/starwood-fuels-innovation-with-debut-of-starlab-in-new-yorks-garment-district/ https://brandingforum.org/news/starwood-fuels-innovation-with-debut-of-starlab-in-new-yorks-garment-district/#comments Tue, 24 Feb 2015 17:04:18 +0000 https://brandingforum.org/?p=3635 Starwood Hotels & Resorts Worldwide unveiles Starlab, the company’s new brand innovation studio located in Manhattan’s pioneering Garment District. Design-led with the spirit and agility of a start-up, Starlab brings together a cross-section of the company’s digital, design and luxury brand teams in one urban office for the first time. The 46,000 square foot, bi-level […]

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Starwood Hotels & Resorts Worldwide unveiles Starlab, the company’s new brand innovation studio located in Manhattan’s pioneering Garment District.

Design-led with the spirit and agility of a start-up, Starlab brings together a cross-section of the company’s digital, design and luxury brand teams in one urban office for the first time. The 46,000 square foot, bi-level office is an evolution of Starwood’s approach to new style workspaces, following the debuts of the Starwood Experience at the company’s global headquarters in Stamford, CT as well as its former Tribeca-based design centre.

“In today’s world, it is more important than ever for our teams to collaborate and think differently about our business,” said Phil McAveety, Chief Brand Officer, Starwood Hotels & Resorts. “Starlab has been designed to easily allow teams to interact and engage across functions in order to create innovative and more personalized experiences for our guests before, during and after each stay.”

Starlab merges Starwood’s high-touch business with high-tech thinking and serves as a creative hub to immerse associates, owners, developers, customers and partners in the company’s latest two- and three-dimensional design work, leading-edge guest technology and unique brand programming. Designed by Starwood’s in-house creative team with VM Architecture Studio PC, StarLab is pursuing LEED certification, reinforcing the company’s commitment to reducing energy use by 20%, water use by 30%, and carbon emissions by 30% by 2020.

High Tech Meets High Touch

Inspired by the rise of social connectivity reshaping global business, Starwood brought digital and social content to the forefront of Starlab’s design. At the office entrance, a smart mirror doubles as a digital display showcasing Starwood’s latest video news, photography and user-generated content. A digital chandelier splays down the internal staircase – part art installation, part news ticker – bringing real time guest twitter comments into the office environment, while five digital feed frames rotate guests’ Instagram posts in a gallery-style space adjacent to the communal dining area.

“Starlab serves as our rally cry for innovation, a proving ground for new ideas, and a way to encourage collaboration among our design, digital and brand teams,” said Mike Tiedy, Senior Vice President, Global Brand Design and Innovation, Starwood Hotels & Resorts. “In addition to creating a dramatic sense of arrival, we used every square foot of real estate available to tell our brand stories in new ways.”

Starlab also houses a Tech Lab to experiment and test the company’s latest digital innovations, such as the recent game-changing introductions of SPG Keyless, allowing travelers to opt out of traditional check-in for a truly mobile guest experience.

New Style Working: Balancing “We” and “Me”

Starlab has been designed to promote cross-functional collisions and foster creativity, which means there are a variety of workspaces that afford more or less privacy for associates, as needed. “Many of the guest trends we’re seeing in our hotels became relevant as we started to design Starlab,” continued Tiedy. “People seek out inspiring spaces to conduct casual meetings, flexible seating to scroll through a tablet presentation or individual work areas that offer some privacy – our associates are no different.”

Individual desks can be personalised for associates to sit, stand or balance on a stability ball, while modular seating areas with banquettes and objects d’art bring smaller groups together to ideate. The Library provides a semi-private space for informal meetings with bleacher-style seating and flexible tables, design boards and projectors; and dining areas, including an outdoor terrace, feature communal tables with flexible seating options.

Starlab has also reinvented the traditional staid conference room with designer suites representing The Luxury Collection, St. Regis, W and Le Méridien brands. For instance, the W Suite channels the brand’s cocktail culture, replacing the conference table with a bar inset with LED lighting that highlights a beverage display, bar stools flanked by smoked bronze mirrors and a revolving “art wall” dedicated to storytelling from W hotels and resorts around the world.

With the opening of Starlab, Starwood has also launched a virtual Starlab, www.starlab.tumblr.com, showcasing the innovations and behind-the-scenes creative stories of Starwood teams from around the world.

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Century 21 Real Estate Unveils 2015 Campaign https://brandingforum.org/news/century-21-real-estate-unveils-2015-campaign/ https://brandingforum.org/news/century-21-real-estate-unveils-2015-campaign/#comments Mon, 23 Feb 2015 15:54:58 +0000 https://brandingforum.org/?p=3621 New Ads, Sponsorships Spotlight Affiliated Agents during Iconic Events Century 21 Real Estate, the iconic brand and franchisor with the largest global network in the residential real estate industry including approximately 6,900 independent offices worldwide, has revealed the details of its new marketing campaign, which includes the release of two new television spots, “The Chase” […]

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New Ads, Sponsorships Spotlight Affiliated Agents during Iconic Events

Century 21 Real Estate, the iconic brand and franchisor with the largest global network in the residential real estate industry including approximately 6,900 independent offices worldwide, has revealed the details of its new marketing campaign, which includes the release of two new television spots, “The Chase” and “Mom’s Basement,” and three major sponsorships with U.S. Soccer, CFH Racing and IndyCar Series driver Josef Newgarden, and USA Bobsled & Skeleton.

“Our value proposition is clear,” said Rick Davidson, president and chief executive officer of Century 21 Real Estate LLC. “We are proud to put our affiliated agents front and centre in our national marketing and advertising efforts. This marketing campaign will keep them top-of-mind with home buyers and sellers throughout the year.”

The two new television spots build on the success of the brand’s existing SMARTER. BOLDER. FASTER. efforts, which position its agents as the best in the business. In “The Chase,” an agent races against the clock to deliver a message before his clients board their flight, while “Mom’s Basement” features an agent tasked with finding the perfect bachelor pad for a man who might prefer to stay in his mum’s basement just a little longer. Both spots use a humorous bit of misdirection while also highlighting the fact that Century 21 affiliated agents will go to any lengths to help clients find their dream home.

The new ads will appear on a variety of major cable and network platform events in the U.S. including:

Throughout the NCAA College Basketball Tournament airing on CBS, TBD, TNT and truTV, including spots during each Final Four game 2015 Women’s Soccer World Cup airing on FOX and FOX Sports 1 2015 U.S. Men’s and Women’s National Soccer Team matches airing on ESPN, ESPN2, FOX and FOX Sports 1 Latin Grammy’s airing on Univision National Spelling Bee airing on ESPN and ESPN2 Little League World Series, including spots during the International, U.S and World Championship games airing on ABC, ESPN and ESPN2

In addition to the new TV ads, the Century 21 brand will be shining a spotlight on its affiliated agents through uniquely targeted sponsorships, including a second season with CFH Racing and IndyCar Series driver Josef Newgarden.

Newgarden’s Dallara/Chevrolet/Firestone car will forgo its traditional No. 67 in favour of No. 21, the real estate brand’s signature number. Plus, the car will be wrapped in the iconic Century 21 black and gold colours for the “Greatest Spectacle in Racing.” The world’s largest single-day annual sporting event, the Indianapolis 500 will take place on 24 May and be broadcast on ABC.

“I am very excited to be piloting the Century 21 car in the Indianapolis 500 this year,” Josef Newgarden said. “It was fantastic to work with their team in 2013 and we are looking forward to being with them again, starting at the Grand Prix of Indianapolis this May. The ’21’ car will once again be a fan favourite and is certainly one of mine. We are ready to have a great finish for everyone at Century 21.”

After the brand races through spring, Century 21 Real Estate will kick off the summer by renewing its sponsorship as the official real estate company of U.S. Soccer, which includes the U.S. Women’s, Men’s and Youth national teams through February, 2016. With commercials airing during U.S. Soccer matches including the Women’s World Cup, which begins in June, the partnership will put the international brand’s 100,000 affiliated agents located throughout 78 countries and territories, in front of hundreds of millions of fans around the globe.

“Century 21 has been a great partner since 2012,” said U.S. Soccer President Sunil Gulati. “We are looking forward to continuing our relationship with the most recognised brand in real estate during an important and exciting year for our Men’s, Women’s and Youth National Teams.”

Earlier this year, Century 21 Real Estate also announced that it will remain the official real estate company of USA Bobsled & Skeleton for the second consecutive year. The sponsorship includes a dedicated sled wrapped in black and gold featuring the Century 21 logo. In addition, the company’s logo will receive placement on all national team sleds and team jackets.

“The Chase” “Mom’s Basement”

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IBM Studio Opens in London to Transform the Client Experience https://brandingforum.org/news/ibm-studio-opens-in-london-to-transform-the-client-experience/ https://brandingforum.org/news/ibm-studio-opens-in-london-to-transform-the-client-experience/#comments Fri, 20 Feb 2015 15:20:49 +0000 https://brandingforum.org/?p=3595 The Studio will be the hub of IBM Design in London and will host local teams from IBM Interactive Experience, the largest digital agency in the world. IBM today announced the opening of IBM Studio London, where IBM design and digital experts will work with clients to help them engage with customers using big data, […]

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The Studio will be the hub of IBM Design in London and will host local teams from IBM Interactive Experience, the largest digital agency in the world.

IBM today announced the opening of IBM Studio London, where IBM design and digital experts will work with clients to help them engage with customers using big data, mobile, cloud and social innovations.

Located in the IBM Southbank location on the banks of the River Thames, the Studio will be the hub of IBM Design in London and will host local teams from IBM Interactive Experience, the largest digital agency in the world, IBM Marketing Innovation Group, which enables digital discovery and marketing to build new engagement models, as well as local IBM product designers.

Teams in IBM Studio London will collaborate on projects to support the global demand for data-driven experiences. Nearly 20 IBM Studios around the world have already produced innovations including a machine-to-machine connected car platform, IBM Bluemix, the open platform that enables developers to rapidly build, deploy and manage their cloud applications, and IBM Verse, which re-imagines email for the age of analytics and cognitive computing.

Media Zone IBM Studio London

IBM Studio London will be a space for clients in industries such as healthcare, financial services and retail to work side-by-side with IBM consultants, researchers, digital marketing and experience design experts to analyse business challenges and integrate next-generation mobile, social, analytics and cloud technologies.

“Today’s most successful companies have design embedded in their DNA,” said John Mathers, CEO, Design Council. “Good quality design improves people’s lives and creates value for businesses. This is why we work to bring the design and business communities together, and help develop the skills which are a vitally important to our economy. We support and encourage companies such as IBM that recognise and value the importance of design, bringing it into the heart of what they do.”

IBM Studio London represents the new world of work and a model environment for co-located, creative cross-functional teams. User experience design and personalisation are driving digital engagement and product development at IBM, as exceptional customer experiences create value for IBM clients.

IBM Design applies the principles of IBM Design Thinking, which takes a rapid prototyping approach to user-centric product development, as well as IBM Design Language, a framework to inspire bold and engaging experiences.

“London is a creative epicentre that now boasts a powerful digital economy,” said Matt Candy, European Leader, IBM Interactive Experience. “IBM Studio London will bring exceptional digital experiences to our exceptional digital city, where some of our most forward-looking clients reside. Through the IBM Studios we are transforming the client experience of our products and services and how the company engages with the world at large.”

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Happy 25th Birthday Adobe Photoshop https://brandingforum.org/news/happy-25th-birthday-adobe-photoshop/ https://brandingforum.org/news/happy-25th-birthday-adobe-photoshop/#comments Thu, 19 Feb 2015 19:44:56 +0000 https://brandingforum.org/?p=3533 A Cultural Icon, Photoshop Has Been Shaping the Way We View the World Adobe Photoshop, the imaging software that continues to redefine creativity in the digital age, turns 25 today. Photoshop touches virtually all the inspirational imagery that surrounds us: the high-impact logo on your morning cup of coffee; the new app you download on […]

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A Cultural Icon, Photoshop Has Been Shaping the Way We View the World

Adobe Photoshop, the imaging software that continues to redefine creativity in the digital age, turns 25 today. Photoshop touches virtually all the inspirational imagery that surrounds us: the high-impact logo on your morning cup of coffee; the new app you download on your iPhone; the sleek design of your running shoes; the Hollywood blockbuster that you’ll see tonight. Photoshop continues to blaze a trail, with amazing new features added in every release and new mobile apps that extend the power of Photoshop to iPhone, iPad and Android devices.

For 25 years, Photoshop has inspired artists and designers to craft images of stunning beauty and reality-bending creativity

“For 25 years, Photoshop has inspired artists and designers to craft images of stunning beauty and reality-bending creativity,” said Shantanu Narayen, Adobe president and chief executive officer. “From desktop publishing, to fashion photography, movie production, website design, mobile app creation and now 3D Printing, Photoshop continues to redefine industries and creative possibilities. And today that Photoshop magic is available to millions of new users, thanks to Adobe Creative Cloud.”

Photoshop is one of the most recognised software brands in the world with tens of millions of users, and is the go-to application for digital image manipulation across all media: from print, to film, to the Web. Photoshop features — such as Layers, The Healing Brush, Content Aware Fill and Camera Raw — have empowered creatives to produce their best work. Photoshop technology is also at the heart of Adobe Lightroom, essential software for both professional and amateur photographers. And to meet the needs of today’s visual artists, Photoshop and Lightroom mobile apps enable creatives to work on image files seamlessly across desktop computers, tablets and smartphones.

The company is also launching an advertising campaign, “Dream On,” for The Academy Awards — as a tribute to 25 years of amazing art created in Photoshop.

Photoshop’s success helped Adobe deliver the creative industry’s most comprehensive set of tools. No other company serves the creative industry with such a wide range of products and services. In addition to Photoshop, applications like Adobe Illustrator, InDesign, Premiere Pro, After Effects, Dreamweaver and others have pushed creativity forward, no matter what the media. And today, Adobe Creative Cloud services such as Behance and Creative Talent Search, are helping a new generation of creatives find a global audience and market for their work.

The secret of Photoshop’s massive popularity has been its constantly evolving capabilities and an incredible pipeline of deep image science. This pipeline of innovation is now getting to customers faster than ever before, with Photoshop and Lightroom desktop and mobile apps constantly updated, as part of Adobe Creative Cloud.

To celebrate this Photoshop milestone, Adobe is showcasing 25 of the most creative visual artists under 25 who use Photoshop. To be considered, artists upload their projects to Behance and use the tag “Ps25Under25.” In the coming months, those selected will take over the Photoshop Instagram handle (@Photoshop) for two weeks and present their work for the world to see. Fredy Santiago, a 24-year old Mexican-American artist and illustrator based in Ventura, California will be the first to display his incredible images, beginning today.

The company is also launching an advertising campaign, “Dream On,” for The Academy Awards — as a tribute to 25 years of amazing art created in Photoshop. The TV commercial includes incredible work from Photoshop artists and iconic images from major motion pictures that used Photoshop in the making, including Avatar, Gone Girl, How to Train Your Dragon 2 and Shrek. The spot can be seen below.

How It All Began

In 1987, Thomas Knoll developed a pixel-imaging program called Display. It was a simple program to showcase grayscale images on a black-and-white monitor. However, after collaborating with his brother, John Knoll, the two began adding features that made it possible to process digital image files. The program eventually caught the attention of industry influencers, and in 1989, Adobe made the decision to license the software, naming it Photoshop and shipping the first version in 1990.

“Adobe thought we’d sell about 500 copies of Photoshop a month,” said Thomas Knoll, Adobe Fellow and Photoshop co-creator. “Not in my wildest dreams did we think creatives would embrace the product in the numbers and ways they have. It’s inspiring to see the beautiful images our customers create, the careers Photoshop has launched and the new uses people all over the world find for Photoshop every day.”

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Monotype and Lippincott Unveil Curated ‘Brands With Heart’ Collection https://brandingforum.org/news/monotype-and-lippincott-unveil-curated-brands-with-heart-collection/ https://brandingforum.org/news/monotype-and-lippincott-unveil-curated-brands-with-heart-collection/#comments Wed, 18 Feb 2015 15:51:49 +0000 https://brandingforum.org/?p=3506 Helps Brands Identify Typefaces that Best Convey Humanistic Qualities Monotype Imaging Holdings Inc. (Nasdaq: TYPE), a leading provider of typefaces, technology and expertise for creative applications and consumer devices, and Lippincott, a global branding firm, today introduced the Brands with Heart Collection. The curated collection features a palette of typefaces selected for their distinct personalities […]

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Helps Brands Identify Typefaces that Best Convey Humanistic Qualities

Monotype Imaging Holdings Inc. (Nasdaq: TYPE), a leading provider of typefaces, technology and expertise for creative applications and consumer devices, and Lippincott, a global branding firm, today introduced the Brands with Heart Collection. The curated collection features a palette of typefaces selected for their distinct personalities and idiosyncratic tendencies as well as their ability to convey the humanistic elements of a brand’s persona. The collection was inspired by recent work completed by Lippincott and Monotype, while designing a new brand identity and custom typeface for Southwest Airlines.

“Shedding institutional habits and learning to speak with humanity is a challenging journey. It can’t be faked or fabricated. The Brands with Heart Collection will help to guide brands along that journey.”

“In recent years, consumers have grown generally distrustful of institutions who communicate by declaring, preaching or selling. This cultural shift has caused brands to embrace their human side by listening to consumers, being more real and open and conveying their message in ways that are simple and honest,” said Rodney Abbot, Senior Partner at Lippincott. “One of the best ways for a brand to communicate its true self is through the written word. By partnering with Monotype on the Brands with Heart Collection we’ve shown how type complements the art of storytelling and embodies a brand’s personality.”

For example, Southwest Airlines – a company that has chartered its own course for the past 40 years by embodying a maverick spirit and a passion for serving others – decided it was time to strengthen and modernise its brand identity. The company wanted to stay true to its heritage but also boldly emphasise that what started Southwest is exactly what will lead it into the future, empowering their employees to share with every customer an experience surrounded with warmth and hospitality.

Brands with Heart curated typeface collection by Monotype and Lippincott

Lippincott worked to capture the essence of Southwest’s belief that people are the most powerful fuel, and created a new heart logo. The design embodies the mantra “without a heart, it’s just a machine,” a line developed by agency GSD&M, which was featured on Southwest Airlines brand launch ads. Lippincott also commissioned Monotype to develop a custom typeface, Southwest Sans, to complement Southwest’s story and embody the company’s unique brand personality. Time called Lippincott’s work “one of the best redesigns of 2014” and according to a poll of Southwest customers, 95 percent found the new identity appealing.

“Our bold new look displays the heart of our employees and our brand promise to our customers,” said Kevin Krone, Southwest Airlines Chief Marketing Officer. “Working in partnership with Lippincott and Monotype on the custom typeface allowed us the ability to form every character in a way that conveyed our unique personality, voice, and visual identity.”

According to Monotype Type Director Dan Rhatigan, “When called into service, a typeface can uniquely express a variety of moods and tones without losing its family identity. The Southwest Sans typefaces were designed to convey Southwest’s bold personality, in a modern, simple approach.”

The Southwest Airlines project inspired Abbot to take a closer look at the role typography plays in the macro trend of creating more humanistic brands. In collaboration with colleagues Sam Ayling and Jung Kwon, Abbot curated a collection of his favourite typefaces identifying some of the charming quirks that may not be recognisable on first impression.

Abbot said, “Shedding institutional habits and learning to speak with humanity is a challenging journey. It can’t be faked or fabricated. The Brands with Heart Collection will help to guide brands along that journey.”

To get more information about the collection and request a copy, visit www.monotype.com/brandswithheart. To access “Welcome to the Human Era”, a Lippincott report on the key characteristics and behaviours of Human Era brands, visit www.humanerabrands.com.

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Domino’s Opens in Two New Markets: Azerbaijan and Cambodia https://brandingforum.org/news/dominos-opens-two-new-markets-azerbaijan-cambodia/ https://brandingforum.org/news/dominos-opens-two-new-markets-azerbaijan-cambodia/#comments Tue, 17 Feb 2015 16:07:00 +0000 https://brandingforum.org/?p=3479 International openings now total six new markets in the past 12 months Domino’s Pizza, a recognised world leader in pizza delivery, has started the year with two new market openings ̶ Azerbaijan and Cambodia. These two markets offer exciting opportunities to bring the great taste, service and pizza expertise of Domino’s to even more new […]

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International openings now total six new markets in the past 12 months

Domino’s Pizza, a recognised world leader in pizza delivery, has started the year with two new market openings ̶ Azerbaijan and Cambodia. These two markets offer exciting opportunities to bring the great taste, service and pizza expertise of Domino’s to even more new customers around the globe.

“We’re off to a great start in 2015 with the opening of these two new markets,” said Ritch Allison, president of Domino’s Pizza International. “Our global store growth momentum means that we’re opening many beautiful new stores worldwide and attracting new customers to our dynamic brand. Now, customers in Azerbaijan and Cambodia can experience the quality, delicious pizzas enjoyed by Domino’s fans around the world.”

Domino’s Pizza in Azerbaijan is owned by Fides, a private equity company that holds master franchise rights to Domino’s in Azerbaijan and two other markets, and is operated by Aslan Saranga, the brand’s general manager. The first store opened in Baku, the capitol of Azerbaijan, and is committed to delivering hot, quality pizzas to the local residents. The new pizza theatre store layout in Baku features an open concept design, allowing for customers to watch their pizzas being made and baked, bringing the art and fun of pizza making to the forefront.

The new Domino’s Pizza store in Cambodia is owned by D.Pizza PLC, a joint venture between CBM Corporation. Co. Ltd and Evolution Capital, Thailand. The group has extensive experience in the retail food business with multiple international food chains under their management. The new store opened in the capitol, Phnom Penh, and hosted Julie Chung, deputy chief of mission at the U.S. Embassy in Phnom Penh, at the grand opening celebration. The new store also utilizes the pizza theatre design and includes a comfortable lobby, indoor seating and an open-area viewing area of the food preparation process.

With six new markets opening in the past 12 months, in both developed and emerging economies, Domino’s continues to be among the fastest growing American QSR chains in terms of international store count.

Founded in 1960, Domino’s Pizza is a recognised world leader in pizza delivery, with a significant business in carryout pizza. It ranks among the world’s top public restaurant brands with its global enterprise of more than 11,250 stores in over 75 international markets. Domino’s had global retail sales of over $8.0 billion in 2013, comprised of nearly $3.8 billion in the U.S. and over $4.2 billion internationally.

In the third quarter of 2014, Domino’s had global retail sales of over $2.0 billion, comprised of $0.9 billion in the U.S. and $1.1 billion internationally. Its system is made up of franchise owners who accounted for nearly 97% of Domino’s stores as of the third quarter of 2014. The emphasis on technology innovation helped Domino’s generate approximately 50% of U.S. sales from its digital channels at the end of 2014, as well as reach an estimated run rate of $4 billion annually in global digital sales.

Domino’s recently launched its ordering app for iPad, adding to an existing ordering app lineup that covers nearly 95% of the smartphone market. In June 2014, Domino’s debuted voice ordering for its iPhone and Android apps, a true technology first within both traditional and e-commerce retail.

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