Posts Categorized: Insights

Big Ideas: Finding the Right Sound

Publicis New York Music Producer Theresa Notartomaso talks about finding the right music for an ad

As a music producer, what kind of projects do you work on?
I lead all things music for the agency, whether it’s licensing music, negotiating music rights or original music production. I oversee it all. Read More ››

What Americans Really Watched on Super Bowl Sunday

Jesse Samberg, Ciara Murphy & Tim Rich look at the Super Bowl's impact on social media

Super Bowl Word CloudWell, the Super Bowl happened. Despite not being particularly exciting for anyone other than fans of the Broncos, Beyonce or Bruno Mars, per AdAge, “CBS’ coverage of Sunday night’s comedy of errors now stands as the fifth highest-rated Super Bowl in the last 30 years.” With an average of nearly 119 million viewers, one-third of America tuned in as expected and online conversation around the game dominated social media, generating 20x more mentions than non-Super Bowl-related posts. During the game, peak conversation was around the halftime show and the announcement of Broncos linebacker as the game’s MVP. Read More ››

What Americans Really Watch on Super Bowl Sunday

Publicis New York's Jesse Samberg talks alternative programming

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The most recent United States Census estimates the American population at more than 322 million. And America’s biggest annual TV event, the Super Bowl, sees just over a third of the country tune in. This audience is glued to screens in their living rooms and bars for more than five hours when you factor in the extended halftime show – practically every brand marketer’s wet dream. In fact, a large number of brands have either already released their Super Bowl spots (Skittles, Mountain Dew, Kia) or have teased what’s coming (Bud Light, Taco Bell, Butterfinger) not only to tee up this transfixed audience, but also as part of a larger, web- or social-based ecosystem with easily accessible and relevant content available whenever consumers want it. In this way, brands are betting the value of their Super Bowl spot is a part of their total marketing universe, but will play the most crucial role in creating buzz and conversation, generating leads, and ultimately, driving purchase consideration.

But what about the two thirds or nearly 200 million Americans that don’t plan to watch the Super Bowl? Read More ››

The Connected Home: Capital Before Connectivity

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by Tim Rich, Director of Data Science Publicis New York

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Tim Rich
Director of Data Science
Publicis New York

Walking through the connected home portion of CES I was struck at the steps being made to make our home more efficient and responsive to human habitation. Light bulbs that not only connect to a user’s phone but also to centralized home automation hubs. Vents that regulate the air flow understanding when people are in the room and shuting off to save heat when people are not. There were also whole home automation systems built by the biggest names in home remodeling and DIY construction.

While the growth in this sector has been incredible and no doubt these automated and web connected devices will help us live with more resource efficiency, to this data scientist we are still missing a key component: a centralized communication protocol between platforms and new technologies, as well as guidelines for hardware. Read More ››

Big Ideas: Data and Creativity

Publicis New York’s Director of Data Science Tim Rich discusses the interplay of data science and creativity in advertising.

Does data replace creativity?

In a creative agency setting there is a little bit of tension inherent in this, but the question for me is: how can we use data to spur creativity? I don’t think either of these things exist in silos. A lot of times data and data science is put at the back of the funnel, so it becomes a function of analytics. One of the things we really focus on at Publicis is moving data science forward in the funnel, into the creative process. So when we get a brief, and the brief might say something like, “we have this storied car brand and we want to bring it to a younger generation where it’s really going to land, because it’s a phenomenal vehicle,” we go to the data science part of it and we say “okay, how can we use data to help understand what people are thinking about this brand?” Are there certain words that are being used? Are there certain ideas that are being used? And we help surface and inject this creative potential. Read More ››

How Can Behavioral Science Help Advertisers?

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by Sam McNerney Behavioral Strategist Publicis New York

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Sam McNerney
Behavioral Strategist
Publicis New York

Zaleucus, prince of the Locrians, an ancient tribe that inhabited Central Greece, could be counted as an early champion of behavioral science. According to the French essayist Michele de Montaigne, Zaleucus reduced excessive spending by letting people wear gold and jewelry only if they were publicly registered pimps and prostitutes. He also ordered that maids could only attend women who were drunk. It worked: Overnight, gold jewelry and large entourages virtually disappeared.

This possibly apocryphal story is political sleight-of-hand at its finest, not because Zaleucus got what he wanted, but because he got what he wanted without making anyone feel like they had been forced to do anything.

Zaleucus knew that when it comes to behavior change, small changes in perception could have big effects. In an era obsessed with collecting data to understand the details of customer habits, changing behavior is still fundamentally about modifying how people perceive reality, not changing objective reality itself. No economic incentive would have persuaded the Greeks to stop wearing gold. Read More ››

Cannes by the Numbers: The Agencies

Tim RichDirector of Date Science

by Tim Rich
Director of Data Service

Much ink is spilled and treasure spent on the annual advertising awards show circuit. Here at Publicis, we wanted to understand how agencies have approached these award shows in the past, so we crunched the data from the Cannes Lions festival from 2000 to 2012 to see what we could find. Read More ››

Everything You Need to Know from Google I/O 2015

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Each year, Google hosts its I/O conference to introduce its newest innovations and changes to the services provided by the Internet giant. Google I/O attracts software developers and other tech-minded professionals eager to discover new technology and new ways to apply Google products and services to their own companies and clients.

This year our Director of Emerging Technology Jon Hackett and Director of Search Ben Royce made the trip to San Francisco to get the latest scoop. Here they answer some questions we had about how Google is changing the way users and brands live online. Read More ››

Surviving SXSW Interactive Festival

SXSW is one of the biggest networking opportunities of the year for entrepreneurs. It’s also overwhelming if you don’t have a game plan.

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Ryan Stoner
Strategy Director
Publicis Seattle

SXSW is upon us once again. Over 32,000 people are descending on Austin and it’s time to think about how to tackle this massive event…if you haven’t already. SXSW is one of the biggest networking opportunities of the year for entrepreneurs. It’s also overwhelming if you don’t have a game plan.

Not going to SX? The same rules apply for any major convention or event you attend.

In each of my five years attending, I’ve had an incredible, life-changing time at SXSW Interactive Festival. And each year has been completely different. Turns out that SXSW is what you make it. It can be about the large parties, inspiring conversations, pitching or hustling, or if you want intimate and small, you can make that happen too. Read More ››

Tomorrow’s Target: Marketing to Centennials

by Sara KneeSocial StrategistPublicis Kaplan Thaler

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Sara Knee
Strategist
Publicis Kaplan Thaler

Gen Z. Post Gen. Centennials. Whatever you call them, they’re the next big thing after millennials. They make up 23% of the population and they’re about to enter the workforce, cementing themselves as a major economic influence. Even though Gen Z is roughly same size as the millennial generation, marketing with the millennial mindset isn’t going to resonate with this generation, which is more realistic, risk-averse and cynical than the one before.

Gen Z were born realists. While millennials were born into an era of a rising middle class, centennials have seen economic instability undermine the middle class. They do not believe, as millennials did, that they will do better than their parents. Centennials have seen existing systems fail and have watched polarized politics make government less efficient, so they’re more likely to work around the system to get things done. Read More ››