Life Style Study Finds Mother's Day Not Fave Holiday
Most Americans will do something to celebrate Mother's Day. Whether it be buying flowers, sending a greeting card, calling her on the phone or serving her breakfast in bed, children young and old will mark the occasion and take a moment to thank Mom for all she does.
A recent DDB Life Style Study survey revealed, however, that while mothers across the country appreciate the attention and love their families bestow on this occasion, Mother's Day is not, in fact, their favorite holiday. Only 2% of moms cite Mother's Day as their favorite holiday. Sixty-one percent of moms cite Christmas as their favorite, and Thanksgiving is next for 21% of moms.
Despite this, the study finds that most moms genuinely enjoy spending time with their children and even admit that they love their kids more than their spouses.
This doesn't mean that we should let Mother's Day go unmarked or unnoticed. But it is clear that most mothers love their children and their role as moms, regardless of what happens on Mother's Day. The study indicates that 95% of moms enjoy spending time with their children, and 88% say that raising a child brings them a lot of happiness. Only 9% of mothers find parenthood to be a real burden.
For most mothers, their relationship with their children is their top priority. Seventy-six percent of working mothers say they would dial back their careers if they felt it was negatively impacting their parenting, and more than 50% claim they would not even miss one event that was important to their kids because of a work obligation. Perhaps most surprising, 75% of mothers admit they love their kids more than their spouses.
According to the DDB Life Style Study data, mothers put a lot of effort and love into nurturing their children and cultivating the experiences that their families share. Family traditions are very important to 88% of mothers, and an equal number say they seek out ways to create lasting memories with their families.
What is also readily apparent in the study is that mothers are highly successful when it comes to fostering a loving and lasting relationship with their daughters and sons. Among adult men and women, 81% feel "extremely close" or "close" to their mothers. Only 5% describe their relationship with their mother as strained or worse (e.g., they are not on speaking terms). In fact, adults feel closer to their mothers than their fathers, with 43% saying they are closer to their mother than their father, and only 13% saying they are closer to their father than their mother.
This feeling of closeness that more people have towards their mothers might explain why we are more likely to see "MOM" tattoos than "DAD" tattoos. And it is probably also why we can more easily remember times of trouble when we thought or said aloud, "I want my mommy.
A big congratulations to the DDB Network who garnered due recognition at a slew of award shows this week.
DDB has been named New York Festivals' Agency Network of the Year, thanks to Alma DDB Miami, DDB Chicago, DDB Dubai, DDB Brasil, DDB Colombia, DDB Group NZ, DDB Puerto Rico, DDB Paris, DDB Shanghai and Tribal DDB Amsterdam. They combined for a total of 19 medals and 5 certificates, with 5 offices claiming Gold winners.
Check out the full list of winners:http://www.newyorkfestivals.com/worldsbest/
DDB has also received seven Webby Awards and 3 People's Voice Awards. The 21st Century Beetle - Rock 'n' Scroll campaign by DDB Berlin garnered four awards including a Webby Award and People's Voice Award for Best Automotive Website, and Webby Awards for Best Navigation/Structure Website and Best Visual Design/Function Website.
Additionally, DDB was awarded a total of 28 CLIOS this year. A special congratulations to DDB UK's "Walk of Shame" for Harvey Nichols which won a Gold medal in the Film category.
Tribal DDB Israel Creates 1st Instagram Agency Website
The Tribal DDB Israel office has launched a fully functioning website using Instagram as its medium. The "Officegram" website is available to those who download the Instagram app and locate TribalDDB_Israel. The website builds awareness of the agency, and highlights the agency's espousal of new mediums and use of new creative opportunities provided by tech companies.
As part of Tribal DDB's first Instagram self-promotional website for Tribal DDB Israel, "Officegram" celebrates the interactive navigation on Instagram by encouraging users to navigate site content with hashtags such as tags #workers, #clients, and #office life. The Tribal DDB Israel office is supported by content on Statigram, as well as the global agency's global website (www.tribalddb.com) for those who have not downloaded the app.
As the world continues to be swept away by the mobile social network Instagram, the creative team at Tribal DDB Israel fell in love with Instagram as a digital tool. Instagram now boasts over 4 million users, and the highly visual nature of the site boosts its relevance for a lot of brands as well as allows for unique ways in which photos can be shared to communicate information in a creative way.
Tribal DDB anticipates that a number of brands will explore opportunities with Instagram and other up-and-coming social networking sites and mobile applications. Therefore, the brand website on Instagram serves as an expression of how much Tribal DDB loves digital tools and opportunities for collaboration with tech companies.
Via Instagram (mobile): Download Instagram app and search for "TribalDDB_Israel"
Via Statigram (online): Click here
Download screenshots (jpegs): Download zip file here
Tribal DDB San Francisco has created a full-length feature film for Benefit Cosmetics called "Glamouriety," which premieres during the 2012 Tribeca Film Festival. The film chronicles the lives of Jean and Jane Ford, co-founders of the cosmetics brand, and profiles its evolution from a storefront in San Francisco to a global phenomenon. The sisters' first boutique opened in San Francisco in 1976. In 1999, Benefit was acquired by LVMH, the world's leading luxury product group, which catapulted it to a global beauty presence with make-up counters in over 34 countries worldwide.
Glamouriety was created in the style of a 1970's variety show in an effort to capture the fun, quirky spirit and wide variety of products that make Benefit so unique. The film uses creative storytelling to highlight some of the muses behind Benefit's most popular products. It runs the gamut from animation to acrobatics, encompassing a rare combination of short films, comedy sketches, animated shorts and musical numbers, all showcasing the co-founders, their loyal customers and the beloved make-up brand.
The client wanted its employees to fully experience the history of the brand and its sense of humor. The film will become a deeper part of Benefit's culture, and ultimately contribute to a stronger brand.
A series of animated shorts throughout the film tell the story of the Ford sisters from birth to present day. Live action segments include a docudrama about a cross-dressing farmer who was one of Benefit's first customers, a spoof on a medical show inspired by the best-selling product Dr. Feelgood, and a sketch titled "The Glam Gospel," featuring Reverend Gloria, a beauty evangelist who performs makeover miracles. Musical numbers such as a heartfelt ballad about the genesis of "Benetint," a stain created for an exotic dancer's nipples, serve as anecdotal illustrations of the product's conception.
Conceived of and produced by the Tribal DDB San Francisco group in conjunction with LEGS in NY and Mr. Hyde in Paris, Glamouriety has been a labor of love and an incredible collaboration between agency and client. Glamouriety will continue to premiere in cinemas throughout 2012 in cities such as Shanghai, Seoul, London and Paris.
Chief Creative Officer: Lisa Bennett
Director of Content Production: Frank Brooks
Group Account Director: Jenny Leonetti
Created by: Mike Andrews, Daniel Mabe
Directed by: Georgie Greville, Geremy Jasper
Production Companies: Legs, Mr. Hyde
The Party Has Just Begun: DDB Mudra & the APAC Region
Chuck Brymer, CEO of DDB Worldwide, was recently interviewed in IMPACT Magazine on how DDB is shifting its focus to the APAC region in a significant way and how India is expected to play a critcal part in DDB's APAC agenda. DDB took a major step in India last year when it completed the 51% take-over a Mudra Communications, rebranding it as DDB Mudra Group. DDB is confident that its return on investment will come in the form of creative client work and clients' subsequent successful communications. It is imperative to ensure that DDB's creative standards are the same across markets, so establishing a creative culture in Mudra is requisite.
See below for excerpts from Chuck's interview with Malay Desai:
Q: Tell us about your plans for India and the role it should play in DDB's overall agenda?
A: To me, the Indian marketplace is not an emerging market, it is here and now. We are making plans for today and tomorrow. We believe strongly that India will continue to grow and it will be a focus area for our clients, as they look to expand. The scale in this country will provide opportunities for our clients and we would be in the driver's seat with them, leading the charge creatively. Doing that means we need to have the right people and the right tools. Our vision continues to be focused on creativity; therefore, we want the best creative talent but we want that talent put together in an integrated fashion.
If you observe the DDB Mudra Group today, it represents not only advertising but through-the-line communication, which is similar to DDB. Our vision remains on doing great work, which manifests into success solutions for clients. We do so by coming up with insights in a powerful way that influence and persuade people, and we do it with different media.
Q: Do you think the agency is doing its best to derive maximum value out of the range of services you offer?
A: It's consistent that our clients are looking for integrated, through-the-line communication and we are able to bring that to the table. We house strong digital capability, shopper marketing and so on, and it is the ability to bring the best in each of these areas that makes us a strong brand. We will continue to look at digital services more closely, but we offer a holistic approach to our clients.
Q: Internet users in India crossed the 100-million mark last year. What do you think about the way digital advertising is shaping up in India?
A: It's opening wide up. Digital penetration will continue to grow with the importance of digital solutions. But I must say the word digital is confusing. What do you mean by digital? Is it social? TV has become digital. Does something that has the power to go global, mean digital? It is important for any campaign we develop that we are not just thinking about the media by which we are going to engage consumers. We can engage on TV, but our ability to engage through other channels creates a stronger opportunity for us. We have been working on those lines.
In the past, if I sent you a message on my car, you would go and tell someone about it. But the speed with which Internet travels, it can influence thousands of millions of people at one go. It starts with you and ends with you. Internet needs to connect to people as much as it connects to my brand. Historically, I want to tell you about my car and also want to reach out to your peer and then go through your social network that works and it's fantastic because my returns are much greater. My efficiency is much greater and my engagement factor with that brand is much greater. From that point of view, I don't see how a number can be attributed to a digital platform. I can't figure it out because if you see how much you are digital, that's included in what people think is digital. We don't operate that way with the work we do, which is integrated. In many cases, there is no television buy or radio buy, it's an event, an activity and an online program.
The way we position DDB is to refer to social creativity. We want work that people want to share and want to be engaged with. Social creativity is the driving position behind the work we do. Now that could be television. In the US for example, there is a show called American Idol, which here is 'Indian Idol', where people call in and are engaged with the product and the content that they see on it. That is creativity. That is the work people are sharing and engaging with, so it doesn't need to be all online. There are ideas that we come up for our clients. We bring that kind of engagement and that's what we need to do.
Q: You have been quoted on the importance of the right creative culture. How do you ensure that you have this culture across all your offices?
A: It starts with establishing a value system in the company and systems are based on two key principles. The first is creativity. To work at DDB, you must be creative. Whether it is a planner, digital specialist, an accounts person, IT or a creative person, we want the very best creative talent in our organization. Creativity is the pedigree and legacy of this organization. The second value is very important and that is humanity. Creativity and humanity are the two values we look for in all our offices. We want people who are collaborative. We want people whose egos are secondary to that of DDB's values. We want people who work well with other people. We expect our people to work together and be entrepreneurial in terms of creating work collaboratively. Equally, you could be a very nice person but if you are not a good creative, you don't fit. You have to have all those values in our organization to succeed and that culture is followed in all our offices.
Q: What are advertisers in India looking for?
A: Most clients are looking for communication that would enable them to strengthen their brand equity and grow their business. If you know your equity, then you are providing long term value to the organization. The combination of strengthening a brand and creating a leadership position for that brand generates sustainable differentiation. Globally, clients look for this and India is no different. Two years ago, I was sitting in the office with a client and we were getting into a sophisticated discussion about segmentation and he said he wanted DDB to sell more stuff - I have never forgotten that. Not much has changed since, even today, clients are looking for the same thing.
Q: There have been conversations of slowdown in the industry, affecting some markets including the likes of India and China. Is DDB experiencing something of the nature too?
A: The world is moving at different speeds. Some markets, particularly in Asia, are moving faster. We have seen higher growth rates. As a consequence, our clients are becoming more active in those markets to capture that growth and India is amongst those markets.
Data, and its sister, analytics, are the new sexy in advertising and marketing. Every agency and company now has an in- house data and analytics practice. It is blasphemy even to think of making any business move without the aid of sifting through mounds of data, given its ability to lead to better (more accurate) decision-making.
In today's technologically-advanced environment, the ability to capture and report data is much more accessible. With increased data-processing capabilities, we can build more complex models that can churn out more complex data. Both descriptive and predictive analytics can now do an exceptional job of uncovering the answers to "who, what, where, when, how and why."
So, with all of this data at our fingertips, you would also expect that we are becoming smarter, more efficient, and productive marketers. Perhaps in some instances this is true, but in many cases we have yet to optimize a data-driven creative process. We are overflowing with data, but there is a critical missing link.
What's missing is the optimized ability to identify insights from data. What's missing even more is the role of "creative" in this process. The very notion of inserting a creative person into the research process probably would send the greatest scientists, strategists, engineers and doctorates running. The commonly held view is: "to ensure the purity of data collection and unbiased analysis, this is where art and science shouldn't mix."
In fact, at the data-mining stage in the research process, we are just trying to uncover the facts. However, by introducing a creative into the process earlier, we are more likely to capture data that truly leads to insight. The ability to glean insight from data is where the art must take precedence over the science. Insight is necessary to make data meaningful and inform/inspire strategy and creative development.
In marketing, insight is now king. Insights, with their potential to inspire more conceptual design and creative, are what ultimately motivate consumer behavior. The critical question of how a consumer or shopper will respond or how an event will unfold in the future remains the role of insight. Insights can be used to guide merchandising decisions, drive brand relevance and help a brand differentiate itself within the category.
The creative challenge in shopper marketing is the ability to integrate multiple insights. The ecosystem of shopper marketing requires a blending of consumer, shopper, retailer, and cultural insights to form a differentiated strategic direction that will guide creative development.
As data from multiple sources is synchronized (say from the point-of-sale terminals, credit cards, loyalty cards)--the analysis of integrated data get us closer to a holistic view of the shopper. Who better to own this job than the creative team partnered with the research and strategy team? Today, it is our creatives who most deeply need to understand every aspect of the consumer/shopper at all moments of potential purchase and usage of brands.
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