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Thursday
May012014

DigitasLBi NewFront: Fearless Replaces Fear

We’re live from the DigitasLBi NewFront! We’ll be recapping sessions all day. Watch it live here, and tweet #NewFronts and @Digitas to join the conversation. Plus, get more recaps, photos, tweets, and more from all the NewFront events here.

Tony Weisman, CEO of DigitasLBi North America, takes the stage to welcome the crowd to DigitasLBi’s 7th annual NewFront, part of the third annual Digital Content NewFronts—of which we are the only agency founding partner.

As Tony explains it, in the last three years, we’ve already seen evidence that the premium online video market is at the tipping point. As just one example, the Amazon-HBO deal announced last week is a harbinger of the post-TV streaming video market, and the future of television.

But the marketplace is chaotic. Not a day goes by without a scary headline that’s passed along and shared among the ranks. But not today. Today isn’t about fear—it’s about being fearless. It’s about being bold and decisive. Today we explore the native digital landscape through the theme of Fearless: how I led a brand to greatness in an age of uncertainty.

Thursday
May012014

DigitasLBi NewFront: Why CVS Stopped Selling Tobacco

We’re live from the DigitasLBi NewFront! We’ll be recapping sessions all day. Watch it live here, and tweet #NewFronts and @Digitas to join the conversation. Plus, get more recaps, photos, tweets, and more from all the NewFront events here.

Journalist and TV host Meredith Vieira opens up by sharing her excitement for launching a new digital channel, Lives, which allows her to "take risks and provoke conversation." Her message to all brands looking to engage consumers: "I'm right there with you all."

Helena Foulkes, EVP CVS Caremark & President CVS/Pharmacy, joins Vieira to discuss the decision to ban tobacco from its stores. "It was becoming more and more uncomfortable" to answer questions about why a wellness company sold tobacco, which accounts for 480,000 deaths a years.  "We got to the point where we knew it was the right thing to do," Foulkes said.

Foulkes says she underestimated how everyone has a personal story related to tobacco and noted that the announcement unleased a lot of powerful emotions. According to Foulkes, 7 out of 10 people who smoke want to quit and it takes 7-9 attempts to quit successfully. To help smokers succeed, Foulkes announces that CVS is launching the largest smoking cessation campaign ever this year.

She leaves us with four business lessons that can also be applied to quitting smoking:

  • Go big or go home
  • Plan for great
  • Be a marathoner
  • Do things from a purpose-driven perspective

The takeaway? Don't be afraid to take a risk even if it represents a dramatic shift in your business model or lifestyle. You may wonder why you waited so long in the first place.

Written by Judah Levine, Manager, Social.Content, DigitasLBi.

Thursday
May012014

DigitasLBi NewFront: Don't Be Afraid to Fail

We’re live from the DigitasLBi NewFront! We’ll be recapping sessions all day. Watch it live here, and tweet #NewFronts and @Digitas to join the conversation. Plus, get more recaps, photos, tweets, and more from all the NewFront events here.

DigitasLBi NewFront kicks off with a bang: Henry Blodget, Business Insider’s CEO, Co-Founder & Editor In Chief, shares his personal story of battling through adversity to rise the ranks. As he turned his career around and ultimately built Business Insider into an industry-leading publishing platform, he based the foundation of his success on embracing digital -- not television and print -- and being fearless.

"I have never failed," he says, quoting Thomas Edison. "I have discovered 10,000 things that didn't work."

Written by Judah Levine, Manager, Social.Content, DigitasLBi.

Thursday
May012014

DCNF 2014: Google/YouTube Brandcast

We’re coming to you live from the Digital Content NewFronts! Stay tuned for posts throughout the week, and on May 1st, we'll be live-blogging various sessions from our own event, the DigitasLBi NewFront. Follow @Digitas and tweet #NewFronts to join the conversation, and watch the livestream here .

At Google/YouTube’s third annual Brandcast event at the Newfronts, YouTube made multiple announcements to an audience of over 2,000 at Madison Square Garden. Newly appointed CEO, Susan Wojcicki, wanted brands and advertisers to know that they were listening to their concerns—and that YouTube would deliver more opportunities than ever before to help brands reach the right audiences.
 
The answer? YouTube announced Google Preferred, a program that cuts through the clutter and curates the top five percent of content on YouTube. The new offering also provides better measurement options through new partnerships with Comscore and Nielsen, and a guarantee that marketers will reach the audiences that they want. The first brands to sign up are Heineken and Johnson & Johnson.
 
Additionally, for the children at heart, and the brands who have a younger and animated side to them, it was exciting to hear that YouTube is launching a new partnership with Dreamworks TV. It’s an opportunity for brands to tap into an audience on a platform where they already love to consume fun family-friendly video content.
 
And that’s not all. At the end of the night—right before Pharrell took the stage with “Happy”—YouTube also announced DigitasLBi as the first agency to sign up for their Google Preferred offering. It’s a great opportunity for our people and our clients to dive into this new offering from the beginning, and to work with Google Preferred talent—unique, engaging content creators like fashion icon Bethany Mota, food genius Jamie Oliver, Funny or Die, iJustine, and many more, who have built incredibly passionate communities and followings.

Written by Pam Sahota, Account Director, Social.Content, DigitasLBi

Thursday
May012014

DCNF 2014: Scripps Network

We’re coming to you live from the Digital Content NewFronts! Stay tuned for posts throughout the week, and on May 1st, we'll be live-blogging various sessions from our own event, the DigitasLBi NewFront. Follow @Digitas and tweet #NewFronts to join the conversation, and watch the livestream here.

Scripps Network, the parent of HGTV, Food and Travel channels, has long been pushing to be seen as a major player in the content world, and 2014 is definitely the year that they finally connected the dots.  With their first official NewFront presentation, they captivated an audience by holding true to their particular brand – an effortless exposition of ‘family’ - from presenter interactions to the clear content linkage of their shows and audience passions.  

Held in an impeccably styled room filled fittingly with blooming cherry trees, their event encapsulated everything about their offering.  The presentation was fresh, light-hearted and an all around entertaining event that announced their 'arrival' - not as a competitor or member of the  Hulu and Crackle platform wars, but as an additive partner to brands.

The figures were impressive – they have 150 original series with over 1 billion streams per year.  They have a great multi-touchpoint connected eco-system and content that unifies audiences across America. It's a scary but true fact that one in three people share food images more often than images of friends and family. For the right brands, it’s a powerful audience, with viewers 3x more likely than the average bear to be serious home remodelers.  

What also struck the audience was how varied their eco-system is – they are a digital content producer and distributer, but they also have events, physical stores and a vibrant social community (at last count heading north of 17 million fans).

So what does this mean for clients?

We should remember to distinguish the platforms that distribute and make content to improve their audience loyalty from the original content producers or networks.  

It’s also worth considering that Scripps works beyond video in a way that others are not quite as adept at.  Without bias towards one or another, the opportunity to tap into a family of brands focused on one content topic can have advantages if that focus is beneficial.  

While not quite capturing the 'WOW… they do lifestyle right' reaction, it was a confident and impressive show.

Written by Will Phipps, VP/Group Director, Connections Strategy, DigitasLBi