Monthly Archives: October 2013

Aereo Available in Denver

New roll out for the controversial TV service
Aereo is now available in Denver.  Somewhere in the metro area is a building with a very tiny array of dime-size television antennas collecting airwaves for dissemination onto the World Wide Web.  Realistically, how is this different from an individual in the Denver area having a digital antenna in their residence to collect the signals?  i.e., the stuff available on Antennas Direct or at the local Radio Shack (yes! Radio Shack becomes relevant again!)…
CLICK for Radio Shack’s Selection of Antennas
This is precisely the issue the US Supreme Court may decide to rule on – or not, as lower courts’ rulings are not all decided and not as yet at conflict.  In fact, there have been three court rulings in favor of Vereo over the past year and a half or so:

New York, NY (July 11, 2012) – Federal Judge Alison J. Nathan issued a ruling in the combined cases pending in the United States District Court for the Southern District of New York, American Broadcasting Companies et al. v. Aereo, Inc. Civil Action No. 12-CV-1540 (AJN) and WNET et al. v. Aereo, Inc. Civil Action No. 12-CV-1543 (AJN) in favor of Aereo, denying the plaintiffs, a group of 17 network broadcasters, its motion for a preliminary injunction against Aereo. [LINK to PDF posted by the Electronic Frontier Foundation]
New York, NY (April 1, 2013) – [NOT an April Fools’ Joke…] Court of Appeals for the Second Circuit upholds the above ruling (LINK to PDF on Cal-Berkeley Law School website; LINK to Second Circuit Court)
Boston, MA (October 8, 2013) – Federal Judge Nathaniel M. Gorton today issued a ruling in the United States District Court for the District of Massachusetts, Hearst Stations Inc. d/b/a WCVB-TV v. Aereo, Inc. Civil Action No. 13-11649-NMG, in favor of Aereo, denying the plaintiff its motion for a preliminary injunction against the company. [LINK to PDF on Beckerman Legal website (Ray Beckerman, P.C., Attorneys at Law)]

CEO Chet Kanojia said about the launch in Denver: “Aereo’s antenna/DVR technology brings the old-fashioned antenna into the 21st Century, providing consumers access to the over-the-air broadcast signals that belong to them [consumers – ed]. Aereo’s technology is a more simple, elegant and easy way to watch television – the way it should be.” Read more in Aereo’s press release here.
Depending on One’s Perspective
Of course, the question of whether this sort of antenna is really different from any other television antenna is only part of the story.  The Aereo service is predicated upon two long-standing legal arguments in the United States of (1) free airwaves [perhaps not free in monetary-sense; but rather a rights-sense] and (2) the 1984 Supreme Court Decision in the “Betamax Case” [LINK – Wikipedia]  Read a brilliant essay in the Harvard Business Review by Larry Downes.
We’ll see if the Supreme Court takes up the issue… Meanwhile, YouTube is packed with commentary:

Virgin America Airline Safety Dance Video

So you think you can dance?
Virgin America’s new safety video is all the rage among hip flyers.  Directed by Jon Chu, it takes those cheesy airline safety demonstrations to a whole new level of entertainment.  In fact, Virgin America has an open invitation for anyone to audition for their next video in a promotion called “Safety Dance Battle.“  … Brilliant! [Seriously, Brilliant Marketing!!]
Take a look at Virgin’s YouTube video:

Really great viral marketing effort.  Plus, a few more folks – especially younger folks – may just pay a tiny bit of attention to those pre-flight safety demos…. maybe.
Still shot from the viral video:
Click to go to Virgin America’s dance audition site…

Sugar Destroying Western Civilization

Refined Sugar Responsible for Spiraling Healthcare Costs
At least, that’s the conclusion of a recent Credit Suisse report…

According to the Wall Street bank, sugar is destroying our society: “Millions of people worldwide are affected by type II diabetes or obesity, costing the global healthcare system billions of dollars every year. The Credit Suisse Research Institute’s 2013 study ‘Sugar: Consumption at a crossroads‘ found that close to 90 percent of general practitioners surveyed in the US, Europe and Asia believe excess sugar consumption is linked to the sharp growth in these health problems.“  Read the full CS report here.
And according to the International Diabetes Federation:

366 million people have diabetes in 2011; by 2030 this will have risen to 552 million
The number of people with type 2 diabetes is increasing in every country
80% of people with diabetes live in low- and middle-income countries
The greatest number of people with diabetes are between 40 to 59 years of age
CLICK FOR MORE STATISTICS ON TYPE-2 DIABETES

Mark Miller of Team One Wins Award

Award for Innovation
Team Oneʼs Chief Strategy Officer Mark Miller Named a 2013 Internationalist Agency Innovator
El Segundo, September 25, 2013 – The Internationalist has named Team Oneʼs Chief Strategy Officer Mark Miller one of this yearʼs Internationalist Agency Innovators. The list highlights 31 advertising executives who are transforming the advertising business and are the “true unsung heroes” that are redefining innovation in the industry. A committee of past Innovators, The Internationalistʼs Board and editorial staff selected the list.
The feature article discusses how Millerʼs relentless problem-solving skills and transformational thinking have impacted his role at Team One, which includes uncovering strategic insights so that they can better resonate in brand conversations. One example is the recent positioning solution for advertising and operations developed for The Ritz-Carlton brand. Miller helped to establish the “Let Us Stay With You” positioning, which encourages consumers to let the memories and experiences shared during their time at The Ritz-Carlton resonate beyond their visit.
To develop this positioning, Miller and his team conducted extensive research in order to better understand the things that divided and united global affluent consumers. Since the global research they desired did not already exist, they had to create it. The result was the Global Affluent Tribe study that has changed the way Team One now markets premium brands to affluent consumers.
Further reading: Typepad; Mark Miller at Team One
Media Contact: Allison Citino
Team One | Public Relations
allison.citino@teamone-usa.com
(310) 615-6929
Mark Miller of TeamOne

Wonka Chocolate from Nestle

New Ideas in Chocolate Concepts
FOR IMMEDIATE RELEASE
Bluemarlin puts pure imagination into WONKA’s new chocolate…
Global brand and design consultancy bluemarlin has created strategic brand positioning and packaging for a new range of WONKA chocolate blocks, designed for family sharing.
The Nestlé brand’s initial offering launched in August this year and includes four variants:  Triple Chocolate Whipple, Nutty Crunchilicious, Chocolate Tales and Caramel Hat Trick.
Bluemarlin’s Sydney studio was involved in a series of creative exploration workshops to uncover the unique areas for WONKA to develop. The goal was to capture the anticipation and excitement that people associate with the brand, and bring it alive via packaging. Roald Dahl’s ‘Charlie and the Chocolate Factory’ was first published in 1964 and has captured the world’s imagination ever since. In order to reignite the modern day interpretation of the slightly weird and wonderful world of WONKA chocolate, the designers were encouraged to ‘let their imaginations run wild.’ The result is packaging that illustrates some of the top secret and wildly spectacular magic that takes place at the world’s most famous chocolate factory.
WONKA’s signature burgundy holds the range together and creates strong colour blocking at shelf. “Anything is possible in the world of WONKA,” comments Polly Williams, Associate Creative Director of bluemarlin. “Our aim was to vividly communicate the magic and wonderful strangeness of that world while also creating a strong foundation for further explorations.”
“WONKA is a beloved brand that the family can enjoy,” comments Lisa May, Head of Marketing, Confectionery & Snacks for Nestlé Australia. “There is so much nostalgia surrounding the brand and people have a strong connection from their childhoods. Bluemarlin has successfully updated the design, capturing the pure imagination of the past and making it relevant for today.” WONKA’s new chocolate range is already achieving spectacular success in Australia and New Zealand.
For further information: Bluemarlin Group Communications Manager Aimee Rivers, aimee.rivers@bluemarlinbd.com

About Bluemarlin
This year marks bluemarlin’s 20th year in the brand design industry, and whilst this is a date worthy of recognition and reflection, we are looking forward to the future rather than
congratulating ourselves on our past. Through the years, we have evolved from a UK packaging design firm to an International Brand Consultancy with offices in Europe, America, Asia and Australia. This international network gives us the advantage of providing for our clients with a truly global reach, as well as agility and cultural perspective around the clock.
Our growth has been organic, fuelled by continuous reinvestment in our people and total commitment to producing brave, stimulating creative work. To this end, we actively pursue
challenges that push the boundaries and deliver game-changing results. At bluemarlin, we are driven by our wonder and respect for the world we live in, for the cultures that thrive within it, and for the ideas that transform it. We remain a fiercely independent firm that treasures its freedom and autonomy whilst being committed to ideals, which are based on entrepreneurialism, curiosity, and adventure. This independence allows us to make decisions for the primary benefit of our core stakeholders: our clients.
Our unique, fully integrated process is structured to deliver creatively engineered solutions that balance profit with planet. Dedicated teams comprised of strategic planners, 2D and 3D
designers, production realization managers, supply chain and manufacturing specialists and client services managers are involved in every step of each project we take on; from idea inception through to implementation at point of sale, we are committed to creating effective design that make a difference in people’s lives and to our clients’ bottom line. We look forward to the opportunities that the future brings, and we remain open to evolving our business and adding new services, to capitalize on new technologies and emerging market needs, so that we continue to provide braver brand building, and category challenging solutions for our clients.

Telecom New Zealand Goes Ultra Mobile

Is Ultra-Mobile the Next Big Thing?
In the biggest shift in its branding since the adoption of the spark logo, Telecom NZ has unveiled a fresh, colourful new identity through the launch of its new mobile category brand, Ultra Mobile.
Developed with agency partner Saatchi & Saatchi, the new-look advertising signals a departure from the telco’s familiar blue branding to the adoption of a bright new six-colour palette – intended to signal substantial transformation and broaden the appeal of its communications to a wider audience.
Saatchi & Saatchi’s Executive Creative Director Antonio Navas described the rationale behind the move to multi-colour: “All of the great changes Telecom has been making to its products and services over the last year have given us a strong creative mandate to come out in a bright and bold new way.”
“I wanted the spot to be a vibrant visual expression of the metaphor of change; a gorgeous celebration of colour, vitality, technology and creativity,” added Director of The Sweet Shop, Dylan Pharazyn.”
As well as the change in visual identity, the brand has undergone a real shift in the tone and targeting of its communications too, as evidenced by the campaign’s large-scale outdoor and digital executions, and the playful feel of new TV Ads.

Kellie Nathan, who led the project at Telecom said, “The spirit of the new work is a reflection of the changes we’ve made internally and the business’s ambition to connect with a younger, mobile savvy, audience.”
Ben Fielding, Saatchi & Saatchi’s Business Director on the Telecom account added, “This is not just about a new logo, it’s about injecting energy into the brand and launching Ultra Mobile with a large dose of substance. We needed the work to feel fresh but also be absolutely single-minded about what Ultra Mobile is: data-rich plans and packs, free 4G upgrade for everyone, and 700+ free WiFi hotspots across the country.”
CREDITS
Client: Telecom New Zealand
CMO: Jason Paris GM Brand, Comms & Digital: Kellie Nathan
Comms Team: Arnna Conroy, Daimler Teves.
Agency: Saatchi & Saatchi New Zealand
Executive Creative Director: Antonio Navas
Creative Director: Slade Gill
Creative Group Head: Brad Collet
Creative Team: Aryna Karaitiana & Phil Hickes
Brand Planner: Janisa Parag
Business Director: Ben Fielding
Account Team: Brendon McLean, Rachael Williams, Kate Taylor, Michael James
Agency Producer: Jane Oak
Production Company: The Sweet Shop
Director: Dylan Pharazyn
Producer: Larisa Tiffin
Post Production: Jon Baxter / Perceptual Engineering
Editor: Michael Lonsdale
Music: Original Composition: American Authors ‘Best day of My Life’
Audio Post: Liquid
Click for Ultra Mobile