<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56f015599105842b008b7a83-1200-900/justin%20cooke%20twitter.png" alt="justin cooke" data-mce-source="@JC7777/Twitter" data-mce-caption="Justin Cooke, the former CEO of Tunepics and Innovate7." data-link="https://twitter.com/JC7777"><p class="source"><span><a href="https://twitter.com/JC7777">@JC7777/Twitter</a></span></p><p class="caption">Justin Cooke, the former CEO of Tunepics and Innovate7.</p></img></div><p></p></div></div>Tunepics, the London-based photo and music sharing app founded by the former chief marketing officer&#xa0;of Topshop has shut down, alongside <a href="http://www.marketingweek.com/2013/09/05/topshop-cmo-leaves-to-form-own-agency/">the Innovate7 consultancy he left the retailer to start up in 2013</a>.<p>Justin Cooke, the founder and CEO of both companies, confirmed to Business Insider he left late last year after being approached to work on "a huge artificial intelligence program that is highly disruptive in the automotive space and will be announced later this year."</p><p><a href="https://www.instagram.com/jc7777/">Cooke's&#xa0;Instagram profile</a> shows he has been visiting the offices of the likes of Audi, Tesla, BMW, Ford, Lockheed Martin, Faraday Future, and Google within the past month.</p><h2>"The reality was the long-term costs exceeded the likely growth potential"</h2><p>The Tunepics app allowed users to share a picture on their smartphone to display alongside a 30-second music clip&#xa0;from their iTunes library, alongside an array of colored emotions to share their current mood. Think Instagram meets Spotify.</p><p><div><iframe width="560" height="315" src="//www.youtube.com/embed/hX3lvN3DM6U" frameborder="0" allowfullscreen=""></iframe></div></p><p class="embed-spacer">At launch, <a href="http://www.thedrum.com/news/2014/05/22/we-believe-will-define-generation-states-justin-cooke-new-social-media-app-tunepics">Tunepics founder and CEO Justin Cooke told The Drum</a> he believed the app would "define a generation" and <a href="http://www.standard.co.uk/lifestyle/esmagazine/sound-vision-meet-justin-cooke-the-creator-of-tunepics-9739008.html">The Evening Standard pondered whether he was "London's answer to Mark Zuckerberg."&#xa0;</a></p><p>The app had 5 million users as of October 2015, <a href="http://www.thedrum.com/news/2015/10/30/tunepics-app-celebrates-hitting-5m-users-themed-halloween-filters">The Drum reported</a>, which included celebrity members such as popstars Adele and Will.i.am, fashion designer Paul Smith, celebrity chef Jamie Oliver, and actress and model Kate Bosworth.</p><p>The company had also raised $2 million in equity funding from angel investors, <a href="https://www.crunchbase.com/organization/tunepics#/entity">according to Crunchbase.</a>&#xa0;Digital agency AKQA was a seed investor with a 19.9% stake in the business, <a href="http://www.campaignlive.co.uk/article/wpps-akqa-takes-20-stake-tunepics/1295852">Campaign reported in May 2014.</a>&#xa0;</p><p>Baroness Joanna Shields OBE, the UK minister for internet safety and security and former Facebook VP for Europe, the Middle East, and Africa was listed as an advisor to the company on Crunchbase.</p><p><div><blockquote class="twitter-tweet" lang="en"><p>Wow <a href="https://twitter.com/hashtag/Apple?src=hash">#Apple</a> <a href="https://twitter.com/AppStore">@AppStore</a> names <a href="https://twitter.com/tunepics">@tunepics</a> in its best apps for #2014 ?? alongside <a href="https://twitter.com/Uber">@Uber</a> and <a href="https://twitter.com/Airbnb">@Airbnb</a> <a href="https://twitter.com/hashtag/casual?src=hash">#casual</a> <a href="http://t.co/NgR3u9wSar">pic.twitter.com/NgR3u9wSar</a></p>- Justin Cooke  (@JC7777) <a href="https://twitter.com/mims/statuses/541929644950573056">December 8, 2014</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><p>In November, Tunepics made an announcement to its users on the app and via email that the app was closing. It can no longer be downloaded on Apple's App Store. However, there was no public announcement on Tunepics' website, Twitter, or Facebook pages.</p><p>A source close to the company suggested Tunepics' growth was held back by music licensing issues. Once it hit scale, it was difficult to pay the licensing fees demanded by labels unless the company raised considerable investment or was acquired.</p><p>We put this to Cooke, who responded:</p><p style="padding-left: 30px;">We worked very closely with all the labels who were highly supportive of the business and tried to help us build a model. The reality was the long-term costs exceeded the likely growth potential and therefore the chances of success were highly limited because the funds required to grow the business at scale would have far outweighed the long-term opportunity. One thing I'm very proud of is the work we did in the emotion space. We organised music by emotion and used emotional reactions to express people's feelings beyond the standard like button. [This is] something I believe we will be widely copied for and hopefully remembered as the pioneers. This has recently been added to Facebook in the from of moods - something we put in place a few years ago :)</p><h2>Innovate7 dissolves</h2><p>On March 1, Innovate7, the marketing consultancy founded by Cooke, was dissolved, <a href="https://s3-eu-west-1.amazonaws.com/document-api-images-prod/docs/pIuwOi9AX33wQO-lh3US2s-f-WbppMm0zbRClFv5kJ8/application-pdf?AWSAccessKeyId=ASIAIQ7TJVSCMURVJN4A&amp;Expires=1458572790&amp;Signature=OhoMJW7PjeKqGqV%2F7JcoGzYpf3k%3D&amp;x-amz-security-token=AQoDYXdzEO7%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FwEa4ANbjeff4fPuRj%2FrvUNNdralkJYGJHneDuomQbOEyYAobxXFFCPjvw5o5%2Ftc9QKpjApZmQO0qOo5LZX9coIatV5JmIbTddLzF6ZorD3r48mjUp4BoWoQ81W2gWirHIOAC1dUa5Swgi7SmrJVC2MKN8sPCsog9gk35s8gJM77Tjaqt6MbymJmoqCYQeyIfdbtBCeHkoMzLrIGt5Fw5RIlC8CfMVLm4aBtHcGdtDO%2BPW%2BBA%2FXNRe0ciJJJsErymycY1ex2mBsy4UYfuwdUPxjcDfOTbRFDzokUwT5m8Fkma7QMhWgZONS5r%2B0Zybg2l8f3f51cjB63uATeqyJnT0QTn4uS3S75hKeyN%2FxdU0sRHvYiwwLXJFB03Y8HVZ4F83PrlTVdkUCnRDhK80ag9BWNiusqiQ4dc9feLwdxNX0FCIl8YsDZmfAp31PQEdJ3R1h38pNAQETxkertzxmu6GR5Z%2FtE%2By6Ajk7XIeomdlxAwxtRdLJBpNgAUtiAW3G74IjX9LFY2uc59NhB7oczCHB%2FSlk%2BYeep8%2BLi2I4PN2FEPL%2FQc8qHmJOpYvMuxllz0yYYmQsBjJI5uFA1VXuIXPRp63si9hIDwGYShg0qL5WABGLlRAWchw3VIkl7MAmov22wnJIgyOq%2FtwU%3D">according to documents filed with Companies House.</a></p><p>Innovate7, according to its website, "partner[ed] with brands to understand their heritage and define their future, embracing modern thinking and technologies to shape emotive experiences and disrupt industries."&#xa0;The consultancy worked with clients including Will.i.am, Coca-Cola, Nike, and Chelsea Football Club, according to <a href="http://www.standard.co.uk/lifestyle/esmagazine/sound-vision-meet-justin-cooke-the-creator-of-tunepics-9739008.html">The Evening Standard.</a></p><p>Disregarding interns, a LinkedIn search found Innovate7 and TunePics had 10 people saying they worked for one of the two companies in November 2015 (of course, not everyone keeps their LinkedIn profiles up to date.)</p><p>Tunepics cofounder Nicola Peters has not yet updated her LinkedIn profile. She was not immediately available for comment.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/sex-expert-helen-fisher-casual-sex-does-not-exist-2016-3">A sex expert reveals something surprising about casual sex</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Zraml3MTE6XF1y2MCatd7VFmF0DxS2t6" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'Zraml3MTE6XF1y2MCatd7VFmF0DxS2t6',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Tunepics, the UK music and photo-sharing startup that promised to 'define a generation,' has shut down

<p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image"><a title_source="YouTube/SamSmithWorldVevo" title_caption="Sam Smith will give a live performance during a three-and-a-half minute ad break." class="zoomin" href="https://static-ssl.businessinsider.com/image/53854ca469beddf55e08d550-960/sam-smith.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/53854ca469beddf55e08d550-472-354/sam-smith.png" border="0" alt="Sam Smith" /></a><p class="source"><span>YouTube/SamSmithWorldVevo</span></p><p class="caption">Sam Smith will give a live performance during a three-and-a-half minute ad break.</p></div><p></p></div></div>Good morning, AdLand. Here's what you need to know today:</p>
<p><strong>Google</strong> will promote its Google Play music store and streaming service <a href="http://adage.com/article/global-news/google-play-creates-u-k-s-live-music-ad-break/293426/">by airing a live musical performance from the singer Sam Smith across</a> a three-and-a-half minute <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> break in Britian this Friday. Smith will be singing his hit song "Stay With Me" during what will be the U.K.'s first ad break to air a live music performance.</p>
<p><strong>L'Oreal USA </strong><a href="http://adage.com/article/cmo-strategy/l-oreal-usa-names-marie-gulin-cmo/293424/">named Marie Gulin chief marketing officer</a>. Gulin was most recently head of integrated marketing communications for L'Oreal Paris.</p>
<p>An anonymous social media strategist tells <strong>Digiday </strong><a href="http://digiday.com/agencies/confessions-social-media-strategist/">that he or she has "wasted the last four years" of his or her life</a>.</p>
<p>Ad Age reports that <strong>Yahoo</strong> is in talks with video content creators <a href="http://www.businessinsider.com/yahoo-youtube-rival-2014-5">to launch a rival to YouTube</a>.</p>
<p><strong>Twitter </strong><a href="http://www.businessinsider.com/twitter-omnicom-ad-deal-2014-5">made a deal with the ad agency holding company Omnicom</a> that will bring it $230 million in revenue over the next two years. The deal will integrate Omnicom's automated ad-buying system Accuen with Twitter's ad exchange, MoPub, and give Omnicom stable advertising rates and advance looks at new Twitter ad products.<br /><br /><strong>TBWA </strong><a href="http://www.moreaboutadvertising.com/2014/05/omnicoms-tbwa-buys-majority-in-germanys-heimat/">acquired the German agency Heimat</a>, which employs over 230 people in Berlin and Hamburg.</p>
<p><strong>Click 3X</strong> <a href="http://www.mediabistro.com/agencyspy/click-3x-adds-the-kloons-jetpacks-go-to-directorial-roster_b66102">hired the Kloons and Jetpacks Go!</a> to join its team of live-action directors.</p>
<p><strong>AKQA</strong> <a href="http://www.campaignlive.co.uk/news/1295852/wpps-akqa-takes-20-stake-tunepics/">acquired a 20% stake in the social network Tunepics</a>.</p>
<p>ON A PERSONAL NOTE: I'll be on vacation from now through June 10. As such, there will be no Brief until I return on the 11th. Look forward to seeing y'all when I get back.<br /> -- Aaron</p>
<p><strong>Previously on Business Insider Advertising:</strong></p>
<ul>
<li><a href="http://www.businessinsider.com/twitter-mute-button-2014-5">Twitter's New Mute Button Won't Let You Hide The Most Annoying Tweets Of All</a></li>
<li><a href="http://www.businessinsider.com/adchemy-stock-payouts-in-walmartlabs-acquisition-2014-5">Some Employees Are Furious At Management Payouts In Walmart's Big Adtech Acquisition</a></li>
<li><a href="http://www.businessinsider.com/new-technologies-making-smartphones-less-cluttered-more-personalized-2014-5">These Are The New Technologies Making Smartphones Less Cluttered, More Personalized, And Better At Completing Tasks</a></li>
<li><a href="http://www.businessinsider.com/mcdonalds-minimalist-ads-in-france-2014-5">McDonald's France Just Launched Some Awesome Minimalist Ads</a></li>
<li><a href="http://www.businessinsider.com/social-media-kardashian-west-honeymoon-2014-5">Ireland Created A Whole Social Media Campaign Around Kim Kardashian And Kanye West's Honeymoon</a></li>
<li><a href="http://www.businessinsider.com/twitter-omnicom-ad-deal-2014-5">Twitter Did Yet Another Ad Deal In The Hundreds Of Millions Of Dollars</a></li>
<li><a href="http://www.businessinsider.com/arbys-13-hour-commercial-2014-5">Arby's Went To Insane Lengths To Prove It Really Slow Cooks Meat</a></li>
<li><a href="http://www.businessinsider.com/yahoo-youtube-rival-2014-5">Yahoo Will Reportedly Launch A YouTube Rival This Summer</a></li>
<li><a href="http://www.businessinsider.com/google-logo-change-2014-5">Google Made The Tiniest Change To Its Corporate Logo - See If You Can Even Spot It</a><br /><br /></li>
</ul>

Google Is Running A Live Music Performance As An Ad On British TV [THE BRIEF]

<p><img class="float_right" src="http://static3.businessinsider.com/image/50f4054ceab8ea7173000025-629/all-my-babies-mamas-oxygen.png?maxX=400" border="0" alt="all my babies' mamas oxygen" width="400" />Good morning, AdLand. Here's what you need to know today:</p>
<p>Everyone hates the idea of <strong>Oxygen's </strong>"All My Babies Mamas," which centers around a rapper's relationship with the 10 women who mothered his 12 children. And<a href="http://adage.com/article/guest-columnists/oxygen-fails-response-babies-mamas-outcry/239137/"> Ad Age is calling the network out for failing to respond</a> to a <a href="https://www.change.org/petitions/oxygen-media-and-diga-vision-cancel-shawty-lo-s-all-my-babies-mamas-a-show-that-stereotypes-and-demeans-black-children-mothers-and-dads?utm_source=share_petition&amp;utm_medium=url_share&amp;utm_campaign=url_share_before_sign">36,000 signature and counting Change.org petition</a>, over 100 angry Facebook posts on its page, and thousands of angry Tweets. Ignoring a <keyword id="6354632" type="COMPANY" weightage="60" keywordseo="Social-media">social media</keyword> outcry doesn't make problems go away. Pretty bad marketing move, Oxygen.</p>
<p><strong>Deutsch LA </strong>is having to fight to maintain its role as PlayStation's lead agency. It's currently <a href="http://www.adweek.com/news/advertising-branding/four-shops-vie-sony-playstation-146467">pitching against Bartle Bogle Hegarty, Anomaly, and 180 LA.</a></p>
<p><strong>AKQA </strong>made Delta Airlines its first-ever iPad app. It's <a href="https://www.youtube.com/watch?v=PoGgMXx_Fic&amp;feature=player_embedded">called "Fly Delta."</a></p>
<p><strong>Real Media Group</strong>, a unit of 24/7 Media, hired <a href="http://www.247media.com/en-us/articles/article_191.html">Danielle Andrews to be an account executive on its technology sales team</a>. She was previously at OpenX.</p>
<p>Check out former CCO/joint managing partner of Shalmor Avnon Amichay / Y&amp;R Interactive Tel Aviv <strong>Gideon Amichay's </strong><a href="https://www.youtube.com/watch?v=PoGgMXx_Fic&amp;feature=player_embedded">Ted Talk on the power of No in the creative process.</a></p>
<p>It turns out that there are a bunch of <a href="http://www.adweek.com/adfreak/do-not-consider-these-funny-fake-your-consideration-ads-146462">fake "for your consideration" award show ads out there.</a></p>
<p><strong>Previously on Business Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>:</strong></p>
<ul>
<li><a href="http://www.businessinsider.com/kerry-skarbakkas-photos-of-himself-falling-off-things-2013-1" class="title">This Artist's Photos Of Himself Falling Off Things Are Utterly Compelling</a></li>
<li><a href="http://www.businessinsider.com/10-troubled-brands-with-credibility-issues-in-2013-2013-1" class="title">10 Brands With Huge Credibility Issues In 2013</a></li>
<li><a href="http://www.businessinsider.com/how-pandora-could-become-profitable-2013-1" class="title">How Money-Losing Pandora Could Become Profitable ... If It Wanted To</a></li>
<li><a href="http://www.businessinsider.com/the-20-most-viral-super-bowl-ads-ever-2013-1">The 20 Most Viral Super Bowl Ads Of All Time</a></li>
<li><a href="http://www.businessinsider.com/it-turns-out-that-the-walking-dead-super-bowl-ad-is-actually-for-time-warner-cable-2013-1">It Turns Out That 'The Walking Dead' Super Bowl Ad Is Actually For Time Warner Cable</a></li>
<li><a href="http://www.businessinsider.com/bud-light-embraces-superstitious-super-bowl-ads-2013-1">Bud Light's Ad Chief Tells Us About The Inspiration Behind His Super Bowl Spots</a></li>
</ul>

Oxygen Is Having A Complete Social Media Failure Over New Show 'All My Babies' Mamas' [THE BRIEF]

<p>Good morning, AdLand. Here's what you need to know today:</p>
<p><strong>GE</strong> is hosting a #6SecondScienceFair on <keyword id="1535994" type="UNKNOWN" weightage="60" keywordseo="Vine">Vine</keyword> August 8-15. Not only will the company be retweeting and revining posts by people who use the hashtag, but Vine "celebrities" (<a href="https://twitter.com/rudymancuso">like Rudy Mancuso</a>) will be participating as well. GE itself has been known for visually and scientifically engaging Vines, too. This video, showing what happens when you combine milk, food coloring, and Dish soap, has been liked 130,000 times and revined 105,000 times.</p>
<p><iframe width="600" height="600" frameborder="0" src="https://vine.co/v/bXJAmFLBaat/embed/simple"></iframe></p>
<p>A <strong>Nielsen </strong>study shows that <a href="http://www.nytimes.com/2013/08/06/business/media/study-links-tv-viewership-and-twitter-conversations.html?_r=2&amp;adxnnl=1&amp;partner=rss&amp;emc=rss&amp;adxnnlx=1375877160-8bdilZd/hnSnYwDJrPHpQQ">Twitter conversation do motivate people to watch TV shows</a> 29% of the time.</p>
<p><strong>AOL </strong><a href="http://www.adexchanger.com/digital-tv/aol-nabs-adap-tv-for-405m/">bought Adap.tv</a>, a video ad company similar to YuMe or Tremor Media, for $405 million.</p>
<p>Speaking of <strong><strong>YuMe</strong><span>,</span></strong> in spite of revenue growth, <a href="http://www.adexchanger.com/digital-tv/despite-consistent-revenue-gains-yume-ipo-falls-short/#more-80565">Ad Exchanger says that its IPO is falling short.</a></p>
<p><strong>JP Morgan Chase </strong>is having a digital review, which is estimated at $70 million. Ad Age reports that the company is actually <a href="http://www.adweek.com/news/advertising-branding/jpmorgan-chase-calls-digital-review-151719">reaching out to holding companies and asking them to pick which agencies would be best for the account.</a> McGarryBowen, Razorfish, AKQA, Rosetta, Huge, and Saatchi &amp; Saatchi have done digital for JP Morgan Chase.</p>
<p><strong><a href="http://www.adexchanger.com/digital-tv/despite-consistent-revenue-gains-yume-ipo-falls-short/#more-80565"></a>Ogilvy Chicago </strong>laid off 1-2% of its staff Tuesday. <a href="http://www.mediabistro.com/agencyspy/ogilvy-cuts-some-staff-in-chicago_b51985">Agency Spy estimates that 10-20 employees</a> were impacted by the cuts.</p>
<p>Speaking of <strong>YuMe</strong>, in spite of revenue growth, <a href="http://www.adexchanger.com/digital-tv/despite-consistent-revenue-gains-yume-ipo-falls-short/#more-80565">Ad Exchanger says that its IPO is falling short.</a></p>
<script async="" src="//platform.vine.co/static/scripts/embed.js" charset="utf-8" type="text/javascript"></script>
<p>Digital agencies are coming together today for a <a href="http://www.ensemblehq.com/">new incubator program in Chicago called Ensemble.</a></p>
<p><strong>Previously on Business Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>:</strong></p>
<ul>
<li>
<p><a href="http://www.businessinsider.com/these-secrets-will-improve-your-mobile-ads-click-through-rates-2013-8">These Secrets Will Improve Your Mobile Ads' Click-Through Rates</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/funny-durex-spec-ad-reminds-you-to-never-reproduce-2013-8">AD OF THE DAY: This Durex Commercial Will Remind You To Never Reproduce</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/push-up-bra-ad-has-surprising-twist-man-2013-8">This Thai Push-Up Bra Ad Has A Very Surprising Twist</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/ad-man-advertising-is-dead-and-i-dont-care-2013-8">Ad Man: Advertising Is Dead And I Don't Care</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/these-are-the-cleverest-product-packages-weve-ever-seen-2013-8">These Are The Cleverest Product Packages We've Ever Seen</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/yume-ipo-2013-8">When Video Adtech Startup Yume Goes Public Insiders Will Already Own 84% Of The Stock</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/dominos-is-making-pizzavestments-in-30-startups-the-brief-2013-8">Domino's Is Making 'Pizzavestments' In 30 Startups</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/french-woman-offers-to-breast-feed-babies-of-gay-couples-2013-8">French Woman Posts Ad Offering To Breast-Feed Babies Of Gay Couples For $130/Day</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/what-jaws-brand-managers-and-consumers-have-in-common-2013-8">What 'Jaws' Can Teach Big Brands About Marketing</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/peyton-and-eli-mannings-directv-commercial-2013-8">The New Manning Brother DirecTV Commercial Is Ridiculous</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/facebooks-news-feed-change-will-punish-boring-advertisers-2013-8">Facebook Will Now Punish You For Being Boring</a></p>
</li>
</ul>

GE Is Hosting A 6 Second Science Fair On Vine [THE BRIEF]

<p><div class="KonaFilter image-container float_right click-to-enlarge"><div class="image"><a title_source="Scott Olson/Getty Images" title_caption="JCPenney recently ditched its new logo, seen here, to return to the one it had used previously." class="zoomin" href="http://static3.businessinsider.com/image/526131c369bedd327ca8f3fe-960/jcpenney-shoppers-2.jpg"><span class="click-to-enlarge-icon" title="Click to enlarge"></span><img src="http://static3.businessinsider.com/image/526131c369bedd327ca8f3fe-1200-924/jcpenney-shoppers-2.jpg?maxX=480" border="0" alt="JCPenney shoppers" width="480" /></a><p class="source">Scott Olson/Getty Images</p><p class="caption"><keyword id="1402916" type="COMPANY" weightage="60" keywordseo="JCPenney">JCPenney</keyword> recently ditched its new logo, seen here, to return to the one it had used previously.</p></div><p></p></div>Good morning, AdLand. Here's what you need to know today:</p>
<p>The founder of the branding consulting firm that worked with <strong>JCPenney</strong> on its failed logo redesign <a href="http://adage.com/article/agency-viewpoint/agency-j-c-penney-s-axed-logo-defends-work/244785/">says that going back to the company's old logo will not fix its continued struggles</a>. In an op-ed at Ad Age, BrandAdvisors founder Charles Rashall said that the reason JCPenney's rebranding failed was because the company did not make enough substantive changes to go with the logo or clearly communicate its brand story.</p>
<p>After reports surfaced earlier this week, <strong><keyword id="191565" type="CITY" weightage="60" keywordseo="Hulu">Hulu</keyword> </strong><a href="http://www.adweek.com/news/television/hulu-names-mike-hopkins-ceo-forssell-out-153208">has officially announced Fox Networks Group president of distribution Mike Hopkins as its new CEO</a>.</p>
<p><strong>AKQA</strong> <a href="http://www.wpp.com/wpp/press/2013/oct/17/akqa-promotes-sam-kelly-to-head-of-business-development-and-marketing/">has promoted Sam Kelly to head of business development and marketing</a>. He joined the firm in 2008 as business development manager.</p>
<p><strong>Publicis Kaplan Thaler</strong> CEO Robin Koval <a href="http://www.adweek.com/news/advertising-branding/ceo-koval-exits-publicis-kaplan-thaler-153221">is leaving the firm to join Legacy</a>, the national public health nonprofit created to make anti-smoking advertisements.</p>
<p><strong style="line-height: 1.5em;"><keyword id="6355629" type="CITY" weightage="60" keywordseo="Google">Google</keyword></strong><span style="line-height: 1.5em;"> has hired Kellogg Co.'s Bob Arnold </span><a href="http://adage.com/article/digital/google-lures-programmatic-buying-expert-kellogg/244784/">to lead the company's digital advertising strategy in North America for in-house brands</a><span style="line-height: 1.5em;"> like Nexus and Google Plus. Arnold was known at Kellogg for being an advocate of programmatic buying.</span></p>
<p><strong>Supercuts</strong> <a href="http://www.mediabistro.com/agencyspy/ddb-supercuts-part-ways_b55042">will no longer work with DDB Chicago</a>, according to an unconfirmed report from AgencySpy.</p>
<p><strong>Adweek</strong> looks at a Dartmouth study <a href="http://www.adweek.com/news/technology/top-7-reasons-why-mobile-ads-dont-work-153202">on why mobile ads aren't quite clicking with consumers</a>.</p>
<p><strong><keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword></strong> <a href="http://www.bloomberg.com/news/2013-10-16/twitter-hires-google-advertising-executive-ahead-of-ipo.html">hired Google head of media and entertainment advertising J.J. Hirschle</a> to lead the team responsible for selling ad products to <keyword id="6354851" type="ORGANIZATION" weightage="60" keywordseo="Retail">retail</keyword> companies. The move comes as Twitter looks to expand its <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> business in advance of its upcoming IPO.</p>
<p><span style="line-height: 1.5em;">Maude Standish, co-founder of millennial forecasting firm Tarot, surmises that </span><strong style="line-height: 1.5em;">Miley Cyrus</strong><span style="line-height: 1.5em;"> </span><a href="http://www.mediabistro.com/agencyspy/op-ed-miley-cyrus-is-a-strategic-brand-genius_b55072">is a strategic brand genius</a><span style="line-height: 1.5em;">.</span></p>
<p>Catherine Heath, who last served as executive strategy director at M&amp;C Saatchi Sydney, is<a href="http://www.mediabistro.com/agencyspy/heath-to-head-up-strategy-at-huge-la_b55056"> moving to the U.S. to lead strategy</a> at <strong>Huge LA</strong>.</p>
<p><strong>Previously on Business Insider Advertising:</strong></p>
<ul>
<li>
<p><a href="http://www.businessinsider.com/kiip-founder-says-ad-rivals-use-trickery-2013-10">This 22-Year-Old Startup Founder Thinks Mobile Ads Need To Stop Relying On 'Trickery'</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/aol-overtakes-google-for-most-video-ads-served-2013-10">AOL Overtakes Google For Most Video Ads Served Thanks To $405 Million Adap.tv Acquisition</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/benjamin-moore-terrifies-painters-with-prank-2013-10">Benjamin Moore Terrifies Workers Asked To Paint The Inside Of A 'Haunted' House</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/mcdonalds-happy-meals-with-books-2013-10">McDonald's Is Putting Books About Healthy Living In 20 Million Happy Meals </a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/victorias-secret-angel-candice-swanepoel-2013-10">This Gorgeous Model Is The Latest Superstar At Victoria's Secret</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/mondelez-smart-shelf-technology-2013-10">The Maker Of Oreos Has Invented A Store Shelf That Spies On You While You're Shopping</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/call-of-duty-ads-star-adults-acting-like-kids-2013-10">Call Of Duty Is Telling Professionals It's Okay To Be A Hardcore Gamer</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/facts-about-wal-mart-to-blow-your-mind-2013-10">14 Facts About Wal-Mart That Will Blow Your Mind</a></p>
</li>
</ul>

Architect Of JCPenney Logo Redesign Says His Work Isn't Why The Company Keeps Failing [THE BRIEF]

<p><div class="image-container display-table float_right click-to-enlarge"><div><div class="image"><a title_source="Budweiser" title_caption="A very cute shot from Budweiser's upcoming " Puppy="" Love="" ad.="" class="zoomin" href="http://static6.businessinsider.com/image/52d6e16f6da811d35b8b41c7-960/budweiser-puppy-love-1.jpg"><span class="click-to-enlarge-icon" title="Click to enlarge"></span><img src="http://static6.businessinsider.com/image/52d6e16f6da811d35b8b41c7-533-400/budweiser-puppy-love-1.jpg" border="0" alt="Budweiser puppy love" /></a><p class="source"><keyword id="148181" type="COMPANY" weightage="60" keywordseo="Budweiser">Budweiser</keyword></p><p class="caption">A very cute shot from Budweiser's upcoming "Puppy Love" ad.</p></div></div></div>After producing the most-shared ad of the 2013 Super Bowl, Budweiser will look to replicate the formula in two new ads at this year's game.</p>
<p>Resist, if you can, this new story about the friendship between a puppy and a horse.</p>
<p>The beer brand <a href="http://www.sacbee.com/2014/01/15/6074097/anheuser-busch-announces-super.html">announced Wednesday that it will run two emotional ads</a> featuring the Budweiser Clydesdale horses, which starred in last year's heartwarming "Brotherhood" ad.</p>
<p>Both of this year's ads will be created by Anomaly, the <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> agency behind "Brotherhood," which the viral video analytics firm Unruly says was shared (that is, passed on to others in social media) more than 2 million times.</p>
<p>This year's ad with the most potential to break the internet is "Puppy Love," a story about a 10-week-old puppy who becomes friends with the Clydesdales and ultimately earns a spot on their team despite the puppy's small stature. The actor Don Jeanes will reprise his role from "Brotherhood," in which he played a trainer who ultimately reunites with a horse with whom he'd shared a bond while working at the Warm Springs Ranch.</p>
<p>According to Unruly, "Brotherhood" succeeded because of the emotions of sadness it stirred when Jeanes was separated from his horse at the beginning of the ad and the intense feelings of happiness viewers felt when they shared an embrace at the ad's conclusion.</p>
<p>This year's spot could prove similarly evocative, with the added cuteness of a puppy thrown into the mix.</p>
<p>If so, Budweiser can count on its ad being seen by an audience significantly larger than the ~110 million people who will watch the game. The campaign's digital promotion will be carried out by the agency AKQA.</p>
<p>Budweiser's other ad, "Hero's Welcome," will focus on U.S. troops returning from overseas. One of the ads will be 30 seconds, while the other will be a minute long.</p>
<p>Despite its success at last year's game, Budweiser and its parent company Anheuser-Busch InBev have struggled in the U.S. as tastes have moved toward craft beers and liquor drinks. Between 1999 and 2012, Budweiser <a href="http://adage.com/article/news/a-b-inbev-millercoors-losing-share-fix/244178/">lost more than 4% of its market share</a> and has since tried everything - from introducing <a href="http://www.businessinsider.com/budweiser-just-launched-a-brand-new-beer-in-the-super-bowl-2013-2">premium brands like Budweiser Black Crown</a> to <a href="http://www.businessinsider.com/budweisers-new-bow-tie-can-2013-4">toying with its can designs</a> - to win back customers.</p>
<p>A-B InBev <a href="http://www.businessinsider.com/bud-parent-co-replaces-us-marketing-head-2014-1">announced recently</a> that it will replace U.S. marketing chief Paul Chibe with Canadian marketing chief Jorn Socquet after the Super Bowl. Chibe told Ad Age last week that he was confident in what Bud and Bud Light had planned for his final Super Bowl at the helm.</p>
<p>"I can tell you 1,000% I feel very good about what we have coming in the Super Bowl," he said. "I am very happy about where we are going to be."</p>

Budweiser Is Betting The Friendship Between This Puppy And A Horse Will Be Viral Gold At The Super Bowl

<p><div class="KonaFilter image-container float_right click-to-enlarge"><div class="image on-image"><a title_source="Pantene" title_caption="P&amp;G's feminist Pantene ad." class="zoomin" href="http://static2.businessinsider.com/image/52b05a106bb3f794349b44d4-960/pantene-stare-woman-serious-shade-3.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="http://static2.businessinsider.com/image/52b05a106bb3f794349b44d4-1198-899/pantene-stare-woman-serious-shade-3.png?maxX=800" border="0" alt="Pantene stare woman serious shade" width="800" /></a><p class="source"><span>Pantene</span></p><p class="caption">P&amp;G's feminist Pantene ad.</p></div><p></p></div>Good morning, AdLand. Here's what you need to know today:</p>
<p><strong>Procter &amp; Gamble</strong> <a href="http://adage.com/article/digital/pantene-puts-global-media-support-philippine-ad/245719/">will expand to the United States its feminist ad for Pantene</a> that went viral after being promoted by Facebook COO and "Lean In" author Sheryl Sandberg. The ad, from BBDO's Manila office, was initially run in the Philippines, but struck a chord with viewers elsewhere for showing how certain behaviors (like being assertive) are seen as admirable in men, but deplorable in women.</p>
<p>Luke Aker of the digital creative studio <strong>Ikonik Films</strong> made the most epic used car commercial we've ever seen to hawk <a href="http://orlando.craigslist.org/cto/4246098194.html">his 1996 Nissan Maxima</a>. Shot in black and white and accompanied by stirring music and opus-level historical background, <a href="http://www.youtube.com/watch?v=Fr6FklMc6B0">the video ad</a> promises "an unprecedented sports sedan fully loaded with an engine, wheels, tires, and an automatic transmission."</p>
<p><iframe width="800" height="600" frameborder="0" src="//www.youtube.com/embed/Fr6FklMc6B0"></iframe></p>
<p><strong>Facebook </strong><a href="http://www.businessinsider.com/facebook-news-feed-video-ads-launch-thursday-2013-12">will run auto-play video ads</a> in some users' newsfeeds that will begin with the sound off until they are clicked or tapped by the user. Facebook has been experimenting with auto-play video for some time now, and <a href="https://www.facebook.com/business/news/Testing-a-New-Way-for-Marketers-to-Tell-Stories-in-News-Feed">said in a post on its blog</a> that it is beginning a trial period for marketers with a series of videos to promote the upcoming movie <em>Divergent</em>.</p>
<p>AgencySpy reports that the Kansas City-based agency <strong>Barkley</strong> <a href="http://www.mediabistro.com/agencyspy/heres-a-quick-note-on-barkley_b58202">has been forced to make staff cuts</a>. It's also reporting that <strong>AKQA</strong> <a href="http://www.mediabistro.com/agencyspy/akqa-sf-makes-some-cuts_b58144">cut about 1% of its staff</a> at its San Francisco office.</p>
<p><strong>Chobani</strong> <a href="http://www.adweek.com/news/advertising-branding/droga5-grows-its-chobani-business-154539">will have Droga5 handle its digital and social accounts</a>, just a few months after naming it lead creative agency.</p>
<p><strong>Olson</strong> <a href="http://adage.com/article/agency-news/olson-acquires-digital-consultancy-pulsepoint/245711/">acquired the digital consulting firm PulsePoint</a>.</p>
<p><strong>The Interactive <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword> Bureau</strong> published <a href="http://www.iab.net/iablog/2013/12/8-headlines-for-digital-publishers-to-ponder.html">a list of eight headlines for digital publishers to think about</a> as we enter 2014. Among the big trends highlighted are the shift to mobile viewing, the internet of things, and the growth of the so-called viewable web.</p>
<p>Broadcast TV ad spend <a href="http://www.adweek.com/news/television/broadcast-spend-drops-18-percent-418-billion-q3-154541">dropped 18% this past quarter from a year ago</a>, according to a new report from <strong>Kantar Media</strong>. The drop is attributed in large part to lack of a Summer Olympics this year. </p>
<p><strong>Y&amp;R Indonesia</strong> copywriter Mita Diran <a href="http://adage.com/article/global-news/y-r-copywriter-indonesia-dies-tweet-overwork/245716/">passed away this past weekend</a> shortly after tweeting about working for 30 consecutive hours. The news comes seven months after a 24-year-old Ogilvy PR staffer died from a heart-attack at his desk. </p>
<p><strong>Previously on Business Insider Advertising:</strong></p>
<ul>
<li>
<p><a href="http://www.businessinsider.com/martin-agency-mike-hughes-dies-2013-12">Ad Exec With Cancer, Given 'Two Weeks To Live,' Posts Self-Written Obit On The Day Of His Death</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/body-evolution-photoshop-model-gets-xmas-makeover-2013-12">Model Gets An Extreme Holiday Makeover In Photoshop Stunt</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/adhd-medication-marketing-techniques-2013-12">These Are The Ridiculous Ads Big Pharma Used To Convince Everyone They Have ADHD</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/facebook-news-feed-video-ads-launch-thursday-2013-12">Auto-Playing Video Ads Will Infiltrate Facebook News Feeds Starting This Thursday</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/fast-food-advertisements-vs-reality-2013-12">See How Real Fast Food Looks Shockingly Different Than It Does In Ads</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/chart-mobile-ad-spend-doubled-in-2013-2013-12">This One Chart Shows That Advertisers Are Finally Catching Up With The Exponential Growth Of Mobile</a></p>
</li>
<li>
<p><a href="http://www.businessinsider.com/axe-hyundai-and-audis-super-bowl-spots-2013-12">Axe, Hyundai, And Audi Reveal Details On Their Returns To The Super Bowl</a></p>
</li>
</ul>

P&G Will Show Its 'Feminist' Pantene Ad In The US [THE BRIEF]

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57a1b1c1db5ce94f008b45af-1200/ron faris.png" alt="ron faris" data-mce-source="LinkedIn" data-mce-caption="Ron Faris, founder and CEO at Virgin Mega." /><p class="source"><span>LinkedIn</span></p><p class="caption">Ron Faris, founder and CEO at Virgin Mega.</p></div><p></p></div></div>Nike announced <a href="http://news.nike.com/news/nike-digital-studio-2016">on Tuesday</a> it had acquired Virgin Mega, a little-known 12-person startup that sits within Richard Branson's Virgin Group, to help it launch a new "digital studio" based in New York City.</p><p>In the release announcing the acquisition (which didn't reveal the terms of the transaction), Nike said the studio will be responsible for "expanding the community and functionality" of Nike's core mobile experiences.</p><p>So what does that mean? And why did Nike acquire an entire company to do so when it has its own marketing team and works with a roster of agencies that include AKQA, R/GA, and Wieden + Kennedy?</p><p>We caught up with Virgin Mega founder and CEO Ron Faris to find out.</p><p>Faris first joined the Virgin Group in 2006 as director of brand marketing and experiences. He was responsible for the free Virgin Mobile music festival and tie-ups with artists and sports brands, from Lady Gaga to the New York Knicks.</p><p>In 2013, Faris went to Branson with an idea for a new Virgin company: a tech startup dedicated to fan communities and shopping on mobile phones.</p><p>Faris said: "I left my post running marketing at Virgin Mobile to start a tech startup, mostly because I just felt I knew that millennials in particular were seeking new ways to interact with the brands they loved through mobile devices. Through my experience with working with companies like BuzzFeed, mobile, and music festivals, I saw that millennials require an experience when they connect with brands they love and they like to connect emotionally."</p><p>Virgin Mega was somewhat of a stealth startup. It didn't do a lot of press or attempt to hang on the coat tails of the Virgin brand name. It was also venutre backed, raising undisclosed seed investment from FirstMark Capital and QueensBridge Venture Partners. </p><p>Faris' plan with Virgin Mega was to build a team of engineers and product staff who would use data to test new types of mobile experiences.</p><p><div class="KonaFilter image-container display-table float_left"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/57a1a969db5ce954008b45a5-1200/killa crunch.jpg" alt="killa crunch" data-mce-source="Virgin Mega" data-mce-caption="Cam'ron &amp;quotKilla Crunch&quot; cereal." /><p class="source"><span>Virgin Mega</span></p><p class="caption">Cam'ron "Killa Crunch" cereal.</p></div><p></p></div></div>The first release was "MegaLine" an app that let fans to compete with each other as they waited in a digital queue for  exclusive products. Users could earn "jumps" that would move them up the queue to get closer to the products when they went on sale.</p><p>The types of exclusive items ranged from a breakfast cereal and t-shirt designed by hip hop artist Cam'ron, A$AP Rocky jewelry, and a Valentine's Day cronut necklace.</p><p>Faris: "At music festivals I was always taken by how, right before the gates would open, you'd see tons of kids in line, in the rain, all super excited. There's a lot of energy that happens in lines. Not all lines are bad. A lot of magic can happen in lines. It's that tailgate where everyone is sharing their common love for something - be it for a football game, a concert, or Nike sneakers."</p><p>A short while ago, Virgin Mega met with Nike to discuss how they could work together to create a mobile experience for the so-called sneakerhead community - fanatical sneaker fans who often spend hours in line for the latest shoes.</p><p>"We started exploring discussions about how we could work together and as we were getting to know one another, the synergies were there, there was a great cultural fit, and one thing led to another," Faris said. "Honestly the passion they have for their community and their products is exactly the type of energy we seek in the clients we work with and it was undeniable that after several conversations, this [acquisition] would be a dream come true."</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/562525199dd7cc18008c2f7c-1200/bra.jpg" alt="richard branson" data-mce-source="Rick Wilking/Reuters" data-mce-caption="Sir Richard Branson, founder of Virgin Group, waits to speak on a panel at the annual Skybridge Alternatives Conference (SALT) in Las Vegas May 7, 2015." /><p class="source"><span>Rick Wilking/Reuters</span></p><p class="caption">Sir Richard Branson, founder of Virgin Group.</p></div><p></p></div></div>Faris added that Branson and the team at Virgin believe the two brands share a lot of "common DNA," so they appreciated the team leaving to go to Nike made sense.</p><p><a href="https://www.virgin.com/richard-branson/fascinating-virgin-company-you-have-never-heard-was-just-acquired-nike">In a blog post</a>, Branson wrote of the acquisition:</p><p style="padding-left: 30px;">"I am sad to see Ron and his team go but they will nw create a new digital innovation studio in the heart of New York City where they will invent and incubate next generation mobile experiences. I can't wait to see what they'll cook up next with a brand as customer-focused and creative as Nike!"</p><p>Faris and the team's first focus is making the Nike SNKRS app more community focused - and there's every possibility that will come with a little help from the music relationships he has spent so many years building up at Virgin.</p><p><a href="http://seekingalpha.com/article/3985083-nikes-nke-ceo-mark-parker-q4-2016-results-earnings-call-transcript?part=single">In Nike's most-recent earnings call</a>, the company outlined its commitment to investing in digital to grow its business.</p><p>Chief financial officer Andy Campion said "demand creation" - marketing that educates consumers about why they need a new product - increased 2% in fiscal 2016 "as we strategically invested in digital consumer engagement and sports marketing while gaining efficiencies in traditional <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>." The company's operating overhead also increased 8% for the full year as Nike made investments in consumer-facing digital products.</p><p>CEO Mark Parker added: "Mobile innovation and personal services are dominating the landscape. That's why we invest in integrating digital and physical <keyword id="6354851" type="ORGANIZATION" weightage="60" keywordseo="Retail">retail</keyword> seamlessly, giving our consumers better access to the products they want and while we are working even closer with our best wholesale partners who share our vision for the future of retail."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/navy-seal-surprising-training-diet-2016-2">We asked a Navy SEAL what he ate during training, and his answer shocked us</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="hydGp0MDE6evYhTqMiubHdVdF_VT5eA6" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'hydGp0MDE6evYhTqMiubHdVdF_VT5eA6',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Nike just bought a little-known tech startup inside Richard Branson's Virgin Group

<p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image"><a title_source="DDB" title_caption="Bill Bernbach was at the forefront of advertising's creative revolution." class="zoomin" href="https://static-ssl.businessinsider.com/image/537bc153eab8ea6503965fde-960/bill-bernbach-2.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/537bc153eab8ea6503965fde-1000-750/bill-bernbach-2.jpg" border="0" alt="Bill Bernbach" /></a><p class="source"><span>DDB</span></p><p class="caption">Bill Bernbach was at the forefront of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>'s creative revolution.</p></div><p></p></div></div>Creativity is something of an obsession in the advertising business.</p>
<p>Ever since the industry moved past the simple promotion of product features in favor of a more artistic approach in the 1960s, Madison Avenue executives have grappled with the best ways to not only capture a consumer's attention, but his or her imagination, as well.</p>
<p>But while we all know creativity when we see it, the actual process of producing something fresh and exciting is significantly more difficult to figure out. For help, we consulted the wise words of marketing legends past and present, in hopes of learning something from the experiences of geniuses like Mary Wells Lawrence and Dan Wieden.</p>
<p>The quotes we found were enlightening, and we think people will find them useful regardless of whether they work in advertising or not.</p>
<p>After all, in the words of advertising pioneer Bill Bernbach, "Creativity is the most practical thing a businessman can employ."</p>
<p>1. <strong>"Creativity is like washing a pig.</strong> It's messy. It has no rules. No clear beginning, middle or end. It's kind of a pain in the ass, and when you're done, you're not sure if the pig is really clean or even why you were washing a pig in the first place." - Luke Sullivan, author of "Hey, Whipple, Squeeze This"</p>
<p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="ESPN" title_caption="George Lois got Roger Clemens to appear in this ad for free." class="zoomin" href="https://static-ssl.businessinsider.com/image/537badf369bedd5b7055d75d-960/espn_clemens.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/537badf369bedd5b7055d75d-525-638/espn_clemens.jpg" border="0" alt="ESPN_Clemens" /></a><p class="source"><span>ESPN</span></p><p class="caption">George Lois got Roger Clemens to appear in this ad for free.</p></div><p></p></div></div>2. <strong>"Nothing comes from nothing.</strong> You must continuously feed the inner beast that sparks and inspires." - George Lois, co-founder of Lois, Holland, Callaway</p>
<p>3. <strong>"Creativity is just connecting things.</strong> When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while." <strong>- </strong>Steve Jobs, co-founder of Apple</p>
<p>4. <strong>"An idea can turn to dust or magic,</strong> depending on the talent that rubs against it." <strong>- </strong>Bill Bernbach, co-founder of Doyle Dane Bernbach</p>
<p>5. <strong>"Too many people,</strong> including the ad industry, believe the future is something that happens and just rolls them over in it's wake." <strong>- </strong>Cindy Gallop, former chair of Bartle Bogle Hegarty</p>
<p>6. <strong>"Creative ideas flourish best in a shop which preserves some spirit of fun.</strong> Nobody is in business for fun, but that does not mean there cannot be fun in business." - Leo Burnett, the Leo Burnett Company</p>
<p><strong>7. Lee Clow of TBWA/Chiat/Day:<br /></strong></p>
<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/537bb851ecad041d123197e7-800-600/lee clow with quotes.jpg" border="0" alt="Lee Clow with quotes" /><p class="source"><span>TBWA\Media Arts Lab</span></p></div><p></p></div></div></p>
<p>8. <strong>"If you have anything really valuable to contribute to the world,</strong> it will come through the expression of your own personality, that single spark of divinity that sets you off and makes you different from every other living creature." - Bruce Fairchild Barton, co-founder of Batten, Barton, Durstine &amp; Osborn </p>
<p><strong style="line-height: 1.5em;">9. Dan Weiden of Weiden + Kennedy:</strong></p>
<p><strong><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/537bc42369bedd494aec1205-847-465/dan wieden with quote.jpg" border="0" alt="Dan Wieden with quote" /><p class="source"><span>YouTube/Atelier Pictures</span></p></div><p></p></div></div></strong>10. <strong>"Just because you can do something,</strong> it doesn't mean you need to - restraint is something I admire. At the end of the day, it is still a battle between good vs. crap." <strong>- </strong>Dave Droga, founder of Droga5</p>
<p><div class="KonaFilter image-container float_right click-to-enlarge"><div class="image"><a title_source="Braniff" title_caption="One of Mary Wells Lawrence's most famous ads." class="zoomin" href="https://static-ssl.businessinsider.com/image/537bbb9d69bedddc27ec1205-960/braniff%20air%20strip%20ad.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/537bbb9d69bedddc27ec1205-1200-750/braniff%20air%20strip%20ad.jpg" border="0" alt="Braniff air strip ad" width="800" /></a><p class="source"><span>Braniff</span></p><p class="caption">One of Mary Wells Lawrence's most famous ads.</p></div><p></p></div>11. <strong>"You can't just be you.</strong> You have to double yourself. You have to read books on subjects you know nothing about. You have to travel to places you never thought of traveling. You have to meet every kind of person and endlessly stretch what you know." <strong>- </strong>Mary Wells Lawrence, co-founder and former president of Wells Rich Greene</p>
<p>12. <strong>"Creativity and innovation are about finding unexpected solutions to obvious problems,</strong> or finding obvious solutions to unexpected problems. We should use our creativity to provide better businesses and solutions rather than constantly trying to disrupt what people are doing." <strong>- </strong>Rei Inamoto, chief creative officer at AKQA</p>
<p>13. <strong>"Advertising is not that original.</strong> For me, it's,' How can I put all the things together, combine and mix it into something that's unique?' And sometimes when I really need to think, personally, I need a cigarette." <strong>- </strong>Elvis Chau, executive creative director and partner, Anomaly Shanghai</p>
<p><div class="KonaFilter image-container click-to-enlarge"><div class="image on-image"><a title_source="Samsonite" title_caption="Chau won a Cannes Lion award for this Samsonite ad in 2011." class="zoomin" href="https://static-ssl.businessinsider.com/image/5000ef9d6bb3f79103000000-960/samsonite_mail.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/5000ef9d6bb3f79103000000-1200-924/samsonite_mail.jpg" border="0" alt="samsonite" width="800" style="color: #000000;" /></a><p class="source"><span>Samsonite</span></p><p class="caption">Chau won a Cannes Lion award for this Samsonite ad in 2011.</p></div><p></p></div></p>
<p>14. <strong>"When you accept that you may fail,</strong> you can accomplish anything. Fear can be so debilitating. Every day I'm faced with difficult decisions, but losing the fear helps me make the right choices." <strong>- </strong>Linda Kaplan Thaler, chair of Publicis Kaplan Thaler</p>
<p>15. <strong>"The best ideas come as jokes.</strong> Make your thinking as funny as possible." <strong>- </strong>David Ogilvy, founder of Ogilvy &amp; Mather<span style="line-height: 1.5em;"> </span></p>

15 Quotes To Help You Be More Creative From Advertising Legends Past And Present

<p>Although there wasn't any Roman-style backstabbing, YouTubers will remember the Ides of March 2012 as a traumatic day in the company's history.</p><p>In one fell swoop, the site's daily view-count got completely demolished. We're talking a plunge of about 20% in one day:</p><p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="Business Insider" title_caption="This chart shows the number of video views over tiem" class="zoomin" href="https://static-ssl.businessinsider.com/image/5595b5d0ecad04be0859c9a9-960/youtube1.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/5595b5d0ecad04be0859c9a9-1200-667/youtube1.png" border="0" alt="YouTube1" /></a><p class="source"><span>Business Insider</span></p><p class="caption">This chart shows the number of video views over tiem</p></div><p></p></div></div></p><p>"Everyone was about to go into therapy!" YouTube's engineering director, Cristos Goodrow, explained to Business Insider, remembering the fateful day. "Everybody was going to have a heart attack! You can imagine how controversial and terrifying such a thing was!"</p><p>Quickened pulses aside, this wasn't actually an out-of-the-blue crisis. Instead, it was the result of a calculated decision to change how YouTube measured its own success. </p><h2><strong>The old way: Frustrated users, but lots of clicks</strong></h2><p>When Goodrow first became responsible for YouTube's search and recommendation system in early 2011, the team prioritized video views above all else. By applying machine learning to its recommendation algorithm and telling it to maximize clicks, YouTube engineers added a rocket ship booster its viewing numbers.</p><p>At first, the newfound surge felt like a success. </p><p>But as the team studied the change on user behaviour, it started to realize that it had created a machine-learning monster. Instead of spending time completing long videos, YouTube users often hopped quickly from one to the next.</p><p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="YouTube" title_caption="Cristos Goodrow" class="zoomin" href="https://static-ssl.businessinsider.com/image/5595c2a86bb3f7434fa73318-960/cristos-goodrow.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/5595c2a86bb3f7434fa73318-548-411/cristos-goodrow.png" border="0" alt="Cristos Goodrow" /></a><p class="source"><span>YouTube</span></p><p class="caption">Cristos Goodrow</p></div><p></p></div></div>This was partially because the discovery algorithm often recommended videos that weren't the best fit. For example, if a user searched for the footage from a recent fight, YouTube might recommend a clip with a thumbnail image of a juicy punch and a title about someone getting knocked out. When the user clicked, the actual video would be not fight footage, but a dude sitting in his living room just talking about the epic punch.</p><p>But when the frustrated user clicked through several different videos, the algorithm tallied up the views and counted it as an accomplishment. <span style="line-height: 1.5em;"> </span></p><p><span style="line-height: 1.5em;">"We realized that if we made the viewer click that many times, it didn't seem to be a good estimate of how much value they were deriving from YouTube," Goodrow said. "Instead, we realized that if they <em>didn't</em> leave a video and continued watching, <em>that</em> seemed like a better estimate of the value they were getting." </span></p><p>So, after bouts of <span id="docs-internal-guid-707baa5a-50ac-8bdf-f4c1-b2b79917f7f0"><span>data collection and analysis coupled countless meetings, YouTube re-jiggered its search and discovery algorithm on March 15 to make watch time, not views, the determining factor in what videos to recommend. </span></span></p><p><span id="docs-internal-guid-707baa5a-50ac-8bdf-f4c1-b2b79917f7f0"><span>Hence the massive plummet. </span></span></p><p><span style="line-height: 1.5em;">Goodraw says he temporarily bounced between pride and a "</span><em style="line-height: 1.5em;">What-have-I-done</em><span style="line-height: 1.5em;">?" sort of panic, until the analytics proved that just as many people were visiting the site as always and that watch time was indeed increasing significantly. </span></p><p><span style="line-height: 1.5em;">By May, the average watch time had swelled to four minutes, from just one minute the year before, <a href="http://adage.com/article/digital/youtube-s-video-views-falling-design/234735/">according to AdWeek.</a></span></p><h2><strong><span style="line-height: 1.5em;">Angry creator: 'I'm gonna have to go back to work!'</span></strong></h2><p><span style="line-height: 1.5em;"><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="Facebook" title_caption="Bethany Mota, now one of YouTube's most popular creators, started making videos in 2009" class="zoomin" href="https://static-ssl.businessinsider.com/image/53597102eab8ea46416a5c1c-960/bethany-mota-2.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/53597102eab8ea46416a5c1c-1200-924/bethany-mota-2.jpg" border="0" alt="bethany mota" /></a><p class="source"><span>Facebook</span></p><p class="caption">Bethany Mota, now one of YouTube's most popular creators, started making videos in 2009</p></div><p></p></div></div>Although video views continued to hum along for the most popular creators as well as those with videos that people would watch in their entirety, Cristos remembers getting a few uncomfortable phone calls from those who had noticed a dramatic decrease in their views, and thus, ad revenues. </span></p><p><span style="line-height: 1.5em;">"They were calling us, saying, 'I think something's broken on YouTube,'" he says. </span><span style="line-height: 1.5em;">"</span><span style="line-height: 1.5em;">And I talked with someone who said, 'I'm gonna have to go back to work! I'm not going to be able to pay my mortgage anymore! I quit my job because I was making these misleading videos! Why did you do this to me?' Okay well, he didn't say misleading, though that's what they were..."</span></p><p><span style="line-height: 1.5em;">Although Goodrow felt bad, he knew that burying videos that people clicked away from quickly, and surfacing those that people watched for a long time, would ultimately be better for users. And better from an ad perspective too: The longer someone watched a video, the more likely YouTube could insert an ad during it. The more time people spent on YouTube <em>total</em>, the more ads they'd see overall, and the more money YouTube would make. </span></p><p><span style="line-height: 1.5em;">Today, the company has put an enormous amount of money and effort into increasing the quality of its content and promoting the right videos to the right people. </span></p><p>"We believe that for every human being on earth, there's 100 hours of Youtube that they would love to watch," Goodrow say. "And the content is already there. We have billions of videos. So, we start with that premise and then it's our job to help viewers to find the videos that they would enjoy watching."</p><p>Once a user has searched for their first video, the recommendation engine takes over. YouTube envisions a day when any user could navigate to the site's homepage and be greeted by a whole variety of things that they want to watch. Goodrow uses a television analogy: "Imagine that whenever you turn on your TV, the show that you would be most likely to watch would always be on - w<span style="line-height: 1.5em;">e're going for that kind of experience."</span></p><p><span style="line-height: 1.5em;"><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image on-image"><a title_source="YouTube" title_caption="Here's my YouTube homescreen. I would say that I'd want to watch about 60% of these videos " class="zoomin" href="https://static-ssl.businessinsider.com/image/5595c84969beddba697caa20-960/screen shot 2015-07-02 at 4.13.51 pm.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/5595c84969beddba697caa20-1200-572/screen shot 2015-07-02 at 4.13.51 pm.png" border="0" alt="YouTube" /></a><p class="source"><span>YouTube</span></p><p class="caption">Here's my YouTube homescreen. I would say that I'd want to watch about 60% of these videos </p></div><p></p></div></div></span></p><p><span style="line-height: 1.5em;">The battle with Facebook</span></p><p><span style="line-height: 1.5em;">Since changing its priorities back in 2012, YouTube says it has continued to boost its watch time 50% year-over-year. </span><a href="http://www.nytimes.com/2014/12/21/business/youtubes-chief-hitting-a-new-play-button.html?_r=0">The New York Times reported</a><span style="line-height: 1.5em;"> in December that people watched more than 300 million hours of videos on YouTube every day, but a source familiar with the matter says that has now surpassed 500 million hours. </span></p><p>The site hasn't released its total number of views recently, either, although that's become the metric of choice for one of YouTube's rising competitors: Facebook. </p><p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5592c99d6bb3f7e549169e90-1200-924/mark-zuckerberg-480.jpg" border="0" alt="mark zuckerberg"><p class="source"><span>Steve Jennings/Getty</span></p></img></div><p></p></div></div>Facebook's video platform has exploded in the last year, with its uploaded videos seeing <a href="http://fortune.com/2015/06/03/facebook-video-traffic/">about 4 billion views per day</a>.</p><p>This week, Facebook <a href="http://www.businessinsider.com/facebook-new-10-second-video-ads-2015-6">ramped up the sophistication</a> of its video ad product - letting marketers choose between paying per impression, or paying only when a viewer sticks around for at least 10 seconds.</p><p>It's also <a href="http://www.businessinsider.com/facebook-will-start-sharing-video-revenue-with-creators-2015-7">testing a new revenue-sharing model</a> where it will give video publishers a cut of its ad revenue, similar to YouTube's model.  </p><p>"Everybody thinks of YouTube as the default holding place for video," managing director of media at digital ad agency AKQA, Scott Symonds, <a href="http://fortune.com/2015/06/03/facebook-video-traffic/">recently told Fortune</a>. "Facebook is changing that and fast."</p><p>Without ever calling out Facebook explicitly, Goodrow seems frustrated that recent press has compared the two companies against each other on a per-view basis.</p><p>YouTube hasn't released a new stat since 2012 (4 billion views per day), and Facebook's definition of a "view" is just any video that a user sees for at least three seconds. The company declines to disclose its watch times.  </p><p>"Externally, there is definitely this notion that YouTube is focused on views, and this hasn't been the case for a while," he says. "We still get lots of views - the numbers are really good but it's just that not what we're trying to maximize. It's not a good measure for us. It's not a good measure if you think about the user. I think that's the main thing."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/iphone-ios-9-new-features-2015-6">The 12 best new features coming to the iPhone</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5maTJrdTpgHbMWUI2q_PxsufXl1FPqkr" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', '5maTJrdTpgHbMWUI2q_PxsufXl1FPqkr',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

You Searched For "AKQA" and got 11 results

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GE Is Hosting A 6 Second Science Fair On Vine [THE BRIEF]

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Architect Of JCPenney Logo Redesign Says His Work Isn't Why The Company Keeps Failing [THE BRIEF]

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15 Quotes To Help You Be More Creative From Advertising Legends Past And Present

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The 'terrifying' moment in 2012 when YouTube changed its entire philosophy

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