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<div class="image-container float_right" style="width:480px"><div class="image"><a href="http://www.flickr.com/photos/holtsman/4610788314/">Holtsman on flickr</a>Inside an <keyword id="150623" type="ORGANIZATION" weightage="60" keywordseo="Old-Navy">Old Navy</keyword>.</div></div>Good morning, AdLand. Here's what you need to know today:
CP+B <a href="http://www.mediabistro.com/agencyspy/cpb-cuts-3_b51011">laid off 21 people, less than 3% of its office,</a> following its loss of Old Navy as a client. The shop worked with the retailer for five years and created nostalgic ads that reunited cast members from "Blossom," "90210," and the "National Lampoon Family Vacation" series. It also created the <a href="http://www.youtube.com/user/supermodelquins">strange Super Modelquins family</a>.
Weight Watchers explains <a href="http://www.mediabistro.com/agencyspy/heres-the-full-memo-regarding-ogilvyones-weight-watchers-win_b51038">why it chose OgilvyOne to lead its digital account</a> over Havas Digital, Razorfish, and 360i.
Marketers are <a href="http://adage.com/article/global-news/marketers-weary-media-step-royal-baby-watch/243184/">preparing themselves for the arrival of the royal baby.</a>
Interpublic saw declines in second quarter and first half of the year profits. Net income dropped 19%, coming in at $79.9 million. Revenue, however, grew. <a href="http://www.adweek.com/news/advertising-branding/net-income-declines-interpublic-group-151291">See all the numbers here.</a>
Innovid CEO Zvika Netter on <a href="http://www.adexchanger.com/digital-tv/pre-roll-ads-will-continue-to-dominate-video-as-long-as-they-get-smarter-innovid-says/">pre-roll ads and what they need to do to dominate video.</a>
Hulu is <a href="http://www.nytimes.com/2013/07/19/business/media/instead-of-a-sale-hulu-concentrates-on-the-awesomes.html?partner=rss&amp;emc=rss&amp;_r=0">heavily marketing its new animated series "The Awesomes."</a>
Soon-to-be former CEO of Razorfish Bob Lord is leaving the Publicis Groupe shop on August 1 <a href="http://www.adweek.com/news/technology/razorfishs-lord-takes-top-job-aol-networks-151290">to become the CEO of AOL Networks.</a> But he'll stay close. Lord will also lead the new Publicis/AOL partnership.
Wes Phelan joined <a href="http://www.johannesleonardo.com/">Johannes Leonardo</a> as a senior art director. He will work with Coca-Cola, Google, Sprite, and Nike. Phelan was previously at MetropolitanRepublic in Johannesburg, South Africa.
Previously on Business Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>:
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<div class="tout tout-0 id-51e862ccecad04c704000039">
<ul>
<li><a href="http://www.businessinsider.com/hooters-changed-its-logo-for-the-first-time-in-30-years-2013-7" class="title">Hooters Changed Its Logo For The First Time In 30 Years</a></li>
<li><a href="http://www.businessinsider.com/ads-up-for-emmy-for-best-commercial-2013-7" class="title">One Of These Ads Will Win The Emmy For Best Commercial Of The Year</a></li>
<li><a href="http://www.businessinsider.com/game-of-thrones-dragon-skull-2013-7" class="title">Giant Dragon's Skull Washes Up On Beach In 'Game Of Thrones' Stunt</a></li>
<li><a href="http://www.businessinsider.com/ryanair-will-sell-ad-space-on-planes-2013-7" class="title">Ryanair Is Going To Start Plastering Ads On Its Planes To Make Money</a></li>
<li><a href="http://www.businessinsider.com/uk-banned-this-coke-ad-for-saying-that-you-can-lose-weight-by-laughing-2013-7" class="title">The UK Banned This Coke Ad For Saying That You Can Lose Weight By Laughing</a></li>
<li><a href="http://www.businessinsider.com/advertisers-react-to-being-in-rolling-stones-boston-bomber-issue-2013-7" class="title">Here's How Advertisers Reacted To Being Placed In Rolling Stone's Boston Bomber Issue</a></li>
<li><a href="http://www.businessinsider.com/the-brief-2013-7" class="title">Vogue's September Edition Will Feature A Staggering 665 Ad Pages</a></li>
<li><a href="http://www.businessinsider.com/latest-cheerios-ad-reminds-us-why-we-love-the-brand-2013-7">AD OF THE DAY: First Cheerios Ad Since Biracial Family Spot Will Make You Cry</a></li>
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Layoffs At CP+B After Loss Of Old Navy [THE BRIEF] 

<div class="KonaFilter image-container float_right"><div class="image"><keyword id="819905" type="COMPANY" weightage="60" keywordseo="Instagram">Instagram</keyword></div></div>Good morning, AdLand. Here's what you need to know today:
It's official: advertisements are finally coming to Instagram.
The photo and video sharing network announced the news <a href="http://blog.instagram.com/post/63017560810/instagramasagrowingbusiness">in a blogpost</a> yesterday afternoon, saying that U.S. users will begin to see "a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community."
<keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword> <a href="http://www.businessinsider.com/twitter-ipo-filing-2013-10">filed the paperwork for its IPO yesterday</a>. Business Insider's Jim Edwards <a href="http://www.businessinsider.com/what-the-heck-is-wrong-with-twitter-ipo-reveals-the-company-has-a-lot-of-work-to-do-2013-10">takes a look at some "alarm bells</a>" he sees in the filing, including information that Twitter's user growth is slowing and the company is not currently profitable. Check out our <a href="http://www.businessinsider.com/sai">Silicon Alley Insider</a> page for all the latest on the Twitter IPO.
Bleacher Report CEO Brain Grey <a href="http://www.adweek.com/news/technology/bleacher-report-ceo-departing-152876">is leaving the company</a> after working through its integration into the Turner Sports empire.
A pair of director level employees on the digital side have left TBWA\Chiat\Day, <a href="http://www.mediabistro.com/agencyspy/diaz-evans-out-at-tbwachiatday-la_b54413">according to AgencySpy</a>. 
Cars.com <a href="http://adage.com/article/special-report-super-bowl/cars-sit-super-bowl/244558/">will not have an ad in this year's Super Bowl</a> after participating in the big game each of the past six years.
Newell Rubbermaid <a href="http://www.mediabistro.com/agencyspy/newell-rubbermaid-transfers-biz-to-bbh-phd_b54404">has moved its creative business to BBH</a> and its media buying account to PHD. The company had previously worked with Carmichael Lynch and Definition 6.
Mohegan Sun <a href="http://www.adweek.com/news/advertising-branding/mohegan-sun-shifts-some-media-business-152857">named Taxi its lead creative agency</a> replacing People Ideas &amp; Culture. The casino also changed several of its media planning partners.
<keyword id="6378093" type="COMPANY" weightage="60" keywordseo="McDonalds">McDonald's</keyword> has named Atif Rafiq <a href="http://adage.com/article/news/mcdonald-s-names-atif-rafiq-chief-digital-officer/244556/">its first chief digital officer</a> to focus on e-commerce, modernizing its restaurants, and digital engagement. Rafiq was most recently the general manager of Kindle Direct Publishing at Amazon.com.
<keyword id="128190" type="PERSON" weightage="60" keywordseo="Aetna">Aetna</keyword> <a href="http://www.mediabistro.com/agencyspy/and-now-heres-an-addition-to-ogilvys-aetna-biz_b54419">gave its consumer brand business</a> to OgilvyOne New York. Ogilvy has held Aetna's business-to-business account since last year.
Previously on Business Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>:
<ul>
<li>
<a href="http://www.businessinsider.com/gamer-makes-gta-v-themed-dumb-ways-to-die-spoof-2013-10">This 'Grand Theft Auto V' Themed Spoof Of A Popular Ad Is Tremendous</a>
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<a href="http://www.businessinsider.com/heart-attack-grill-founders-interview-2013-10">Restaurateur Brings Ashes Of Dead Customer On Bloomberg TV And Warns 'Don't Come To My Restaurant'</a>
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<a href="http://www.businessinsider.com/compass-labs-quits-facebook-ad-business-2013-10">One Of Facebook's Advertising Partners Has Quit Because The Margins Were Lousy</a>
</li>
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<a href="http://www.businessinsider.com/a-primer-on-social-media-demographics-2013-9">Social Media Demographics: The Surprising Identity Of Each Major Social Network</a>
</li>
</ul>

Instagram Announced That Advertisements Are On The Way [THE BRIEF]

<div class="KonaFilter image-container display-table float_right"><div><div class="image"><a href="https://www.airbnb.com/rooms/1058218?checkin=06%2F12%2F2014&amp;checkout=06%2F17%2F2014&amp;s=UaON">Airbnb</a>An Airbnb location in Brazil.</div></div></div>Good morning, AdLand. Here's what you need to know today:
Airbnb <a href="http://adage.com/article/digital/airbnb-launches-global-ad-campaign-markets/293108/">is running its first global advertising campaign</a>. Created by its ad agency Pereira &amp; O'Dell, the campaign is anchored by a 60-second ad that seeks to show people that staying with an Airbnb host can make traveling in a foreign country feel more like home.
The ad will run in the U.S, U.K., Germany, France, Singapore, South Korea, Japan, Brazil and China, and on sites like YouTube, BuzzFeed, Twitter, and Facebook.

Omnicom and Publicis' proposed $35 billion merger was not meant to be. The two sides <a href="http://www.businessinsider.com/omnicom-and-publicis-groupe-call-off-merger-2014-5">called off the merger</a> last night, citing "difficulties in completing the transaction within a reasonable timeframe." In the weeks leading up to the deal, the companies were said to be having difficulty obtaining tax residency in the U.K. and fighting over who would be chief financial officer of the combined company.
Ad Age has <a href="http://adage.com/article/agency-news/wpp-s-martin-sorrell-publicis-omnicom-breakup/293120/">an interview with the victorious Sir Martin Sorrell</a>, the WPP CEO and arch rival of Publicis and Omnicom. Sorrell gloated that the proposed deal was an emotional decision made to knock WPP off its perch, but that Omnicom and Publicis' "eyes were bigger than their tummy."
Snapchat <a href="http://www.businessinsider.com/snapchat-settles-ftc-charges-2014-5">settled charges brought by the Federal Trade Commission</a> that alleged the startup falsely promised that its messages would disappear after users sent them. The FTC also claimed Snapchat collected address book information without user consent, and allowed video messages to be stored and accessed on a recipient's phone. The settlement requires Snapchat to implement an in-depth privacy program and be monitored by a privacy professional for 20 years.
Y&amp;R <a href="http://www.adweek.com/news/advertising-branding/yr-names-first-global-chief-retail-marketing-157525">appointed Jon Bird global managing director of Labstore</a>, the agency's retail and shopper marketing network. Bird previously co-founded and led Y&amp;R's retail marketing agency, IdeaWorks, in Australia and New Zealand.
E-Trade <a href="http://adage.com/article/agency-news/e-trade-shifts-media-publicis-s-spark-wpp-s-ogilvy/293105/">moved its media planning and buying account</a> to a WPP team made up of talent from OgilvyOne and GroupM. The account was previously held by the Publicis agency Spark.
CP+B <a href="http://www.adweek.com/news/advertising-branding/crispin-porter-bogusky-taps-spence-kramer-new-global-managing-director-role-157541">hired Spence Kramer</a> to be its global managing director. Spence was most recently at Wieden+Kennedy, where he ran the Coca-Cola business, and before that, the Nike business.
Interactive audio ad company XAPPMedia hired Lisa Namerow to be its senior vice president of business development and publisher relations. Namerow was most recently senior vice president of strategic partnerships and audio monetization at Slacker Radio.
Previously on Business Insider <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">Advertising</keyword>:
<ul>
<li><a href="http://www.businessinsider.com/privacyfix-worth-facebook-google-tracking-2014-5">Here's How To Learn How Much Your Data Is Worth To Facebook And Google</a></li>
<li><a href="http://www.businessinsider.com/omnicom-and-publicis-groupe-call-off-merger-2014-5">Massive Ad Industry Merger Collapses</a></li>
<li><a href="http://www.businessinsider.com/engagement-is-becoming-an-important-way-of-evaluating-social-networks-2014-5">Here's Why Engagement Is Becoming An Important Way Of Evaluating Social Networks</a></li>
<li><a href="http://www.businessinsider.com/how-medium-size-tricks-you-2014-5">How 'The Decoy Effect' Tricks You Into Ordering Huge Drinks</a></li>
</ul>

Airbnb Is Running Its First Ever Global Ad Campaign - Here's What It Looks Like [THE BRIEF] 

Conversations go a long way in building a brand, but the biggest challenge that every brand faces is: how do they start the right conversation with their consumers? <keyword id="31174" type="PERSON" weightage="20" keywordseo="brands">Brands</keyword>, which overcome this challenge, not only win over consumers’ hearts but also a bigger market share. So, what is the value that brands must add to their conversations to ensure an engaging and long-lasting relationship with today’s digitally hyperactive consumers? 
 Marketing heads of India’s leading brands and agencies answered this complex question at the <keyword id="2774690" type="UNKNOWN" weightage="20" keywordseo="adtech-Delhi-2015">ad:tech Delhi 2015</keyword>’s keynote panel discussions on day 1. The secret mantra they revealed was simple: to add value brands shouldn’t just focus on starting their own conversations, but fit into the conversations that their target audience is interested in. “Create relevant content to win over their (consumers’) mind share, become a part of their conversation, and sustain the momentum through various digital channels that the world of Internet has opened up today,” is what all of them said in unison. 
 Deepak Jolly, vice-president, Public Affairs &amp; Communication, <keyword id="6369745" type="CITY" weightage="20" keywordseo="Coca-Cola">Coca Cola</keyword> India and South West Asia, shared an interesting lesson (which he picked up from Coke Studio) with the audiences and said, “When brands start focusing on consumers’ expressions and not impression, that is when they are adding value to brand conversations.” 
 
​He also stressed on the importance of having social media conversations and the impact they can have in a poetic style. About conversations, he said, “Baat nikelgi to dur talak jayegi...so the conversations will go on. What is important for the brands is to look at the kind of conversations that are happening, analyze how they fit in to it, engage with the consumers, and then think of ways to surprise them.” 
 
Vikas Mehta, CMO, Lowe Lintas &amp; Partners and ED, LinInteractive also echoed the same thoughts. To explain his viewpoint he said, “The fundamental change we have observed over past half a decade almost on steroids is brands no longer have the authority to engineer the conversation...because now the conversations are happening with or without the brands. This fundamental shift has changed the way of brand building. So, now the onus is on us as brand builders to have the ability to see where we can, as a brand, fit into people’s lives, rather than tell them a story and want them to come in our lives.” 
 
But is this all that brands can do when it comes to adding value to their conversations? “The answer is: no, brands can do a lot more only if they pick up an insight which is relevant for their brand, and start conversations around them, they will realize they are being able to create more value for themselves as well as the consumers,” said Vivek Nayer, CMO, Mahindra &amp; Mahindra Ltd. 
 
He further shared an interesting example, “Five years back, we saw that people’s lifestyle were changing and they were getting more interested in weekend trips, off-roading, road trips etc.— and that is when we started Mahindra Adventure and conversations around our off-roading adventures, expeditions to India to Nepal and Bhutan, Leh Ladakh...We invited people who participated in our events to come and share their experiences, and then amplified these conversations to reach out to the masses. It did work for us.” 
 
But not every brand can follow Mahindra &amp; Mahindra’s suite. Each brand needs to find a relevant topic where they can fit into the conversations. They shouldn’t force fit themselves into a conversation just because it is trending at that point of time. Join a conversation, which fits well into your brand’s ideology or else steer clear of this route. 
 
Or as Jolly puts it, “When you talk about something, then ensure that it is something that your consumers would like to talk about. For building conversations: it is important to know, that conversations have to be around your product and the relevance they add to the consumers life. The theme you choose for your brand conversation should be in line with your brand’s ideology.” 
 When session moderator <keyword id="177768" type="PERSON" weightage="20" keywordseo="Anita-Nayyar">Anita Nayyar</keyword>, CEO India &amp; South Asia, Havas Media, asked <keyword id="2774687" type="UNKNOWN" weightage="20" keywordseo="George-Kovoor">George Kovoor</keyword>, Senior Creative Director, OgilvyOne to share his view point, he said, “...you are either creating content or your either joining conversations. People join only those conversations, where brands are telling a story which is real and touches their heart...Coke is doing it brilliantly; they turned their own vending machine into a complete conversation starter. Another brand that does it better is Red Bull...One of the brilliant examples from the recent times that I could think of is the campaign that British Airways ran around Valentines’ Day last year—they gave an everyday Mumbai couple a chance to rekindle their romance—their story struck a chord with the audiences because it wasn’t just one couple’s story but many of the them (audiences).” 
 
George surely has a valid point. Content is really important for everything that brands do. When brands create content that is real, engaging and relevant, then conversations start pouring in from everywhere—you get amazing user generated content, which becomes an interesting story to share with people. The onus is not just with the brand for content creation but with users, who are actually consuming the content. 
 
Anita beautifully summed up the entire conversation in just one line, “Baat niklegi to dur tak jayegi...as long as you are saying the right baat.” 
 
(Image: www.elifestyleworld.com)

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Layoffs At CP+B After Loss Of Old Navy [THE BRIEF]

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Instagram Announced That Advertisements Are On The Way [THE BRIEF]

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Airbnb Is Running Its First Ever Global Ad Campaign - Here's What It Looks Like [THE BRIEF]

Aaron Taube

Here is how brands can add value to conversations

Richa Sharma

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