Director Fredrik Bond has come to in a sense reflect the globalization of the business on a couple of fronts over the past week-plus. For one, Supernoodles "Face Off," which he directed through London-based Harry Nash for agency Mother, London, was one of the honorees in the AICP Show’s Advertising Excellence/ International category. This category represents the first time that the AICP has opened its spot honors showcase to entries produced for markets outside the U.S. (see story, p. 1). Meanwhile in the U.K., Bond’s announced move from Harry Nash—the company that helped establish him as a commercialmaker—to bicoastal Morton Jankel Zander’s recently formed London office, has generated controversy, the catalyst being an alleged mega bonus paid by MJZ to help secure him from Harry Nash. Several members of the U.K. production community have expressed concern that the signing smacks of the bidding frenzy mentality for directors that has proven detrimental to the U.S. market. They do not want to see the same dynamic gain momentum in the U.K…..Marc Klasfeld has left bicoastal/international hungry man and will be directing commercials via Rockhard Films, New York, his current music video roost….After a hiatus from the business, director Gary Johns—a co-founder of Johns+Gorman Films and then JGF, Hollywood—is returning to commercialmaking. He will be available via bicoastal Coppos Films. Johns is also represented in Canada by Imported Artists Film Company, Toronto….Matthew Marquis, former executive producer at Slo.Graffiti, Los Angeles, has teamed with creative director/designer Jake Banks to form Venice, Calif.-based design house Stardust. The new venture is already involved in work for Burger King via agency Amoeba, Santa Monica…. Director Paul Andresen has joined Z group films, Chicago, and Venice, Calif., for exclusive representation….Three post vets—Hope Schenk, Rick Greenwald and Newt Bellis—have teamed to launch Post Solutions, a Toluca Lake, Calif.-based video postproduction facility. Schenk is president of the new venture, with Bellis serving as CEO and Greenwald as editor/engineer….Nicolas G. Hayek, co-founder/chairman/CEO of the Swatch Group, will be named Advertiser of the Year at the 49th International Advertising Festival this month in Cannes….This year’s ADDY Best of Show Broadcast honor goes to BBDO New York for its "Cheerleader" commercial directed by Marcos Siega of bicoastal/international hungry man for Frito Lay’s Doritos Extremes….
Effie UK and Ipsos Report Concludes Marketing Industry Should Do Its Part To Heal Societal Divisions
Society has never been more divided, according to a new report Healing the Divide in which Effie UK and brand and advertising experts from Ipsos explored brandsโ role in shaping society and healing societal divisions.
The report details how instability, inflation, and COVID recovery โthe convergence of multiple interconnected crises around the world that coincide with and amplify each other, causing hard to resolve systemic challenges, have become the norm over the past few years. As a result, the use of division as a weapon is now a major theme in todayโs culture and politics, and sadly 47% of the UK and 49% of the US agree with the statement that โWithin my lifetime, society in my country will break down,โ according to Ipsos Global Trends 2024.
While some brands have tried to respond to this, the report finds responsible marketing is now threatened by weaponized division. It points to the World Federation of Advertisersโ decision to shut down the Global Alliance for Responsible Media following an antitrust lawsuit filed by Elon Muskโs X, combined with DEI rollbacks, as significant setbacks.
The report says these setbacks underline the importance of marketing in solving collective problems, such as climate change, food security, and harmful online content. It also points to a need for marketers to take more interest in and more responsibility for healing divisions.
Research claims marketers are ideally placed to build and rebuild the antidote to division (trust, empathy, a sense of control, connection and collaboration). According to the Ipsos Veracity index of trusted professionals, society is becoming more trustworthy of advertising executives. Additionally, 57% of Britons agree that brands should communicate their... Read More