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Image is of LeBron James
December 13, 2022

Motive Wins Clio Sports Award for Campaign with Ruffles and LeBron James

Congratulations to Motive Agency for winning a Clio Sports Award for the "Own Your Ridges" campaign with Ruffles and LeBron James.

The image shows Darkhorse co-founders Mike Hewitt and Liam Taylor
November 15, 2022

Darkhorse celebrates 10 years

Integrated creative agency Darkhorse is celebrating its 10th birthday. The agency, who have offices in Auckland and Sydney, are marking the milestone and reflecting on how they have evolved since their inception. Darkhorse joined Project Worldwide, a global network of 14 agencies with 42 locations across the globe, in 2017. “Joining Project Worldwide has enabled us to access new markets and harness the brain power of our sister agencies,” Hewitt said. “It is a family of exceptional people doing exceptional work, we’re looking forward to a bright future as we explore taking the Darkhorse approach to more markets. "With 10 years under our belt - we’re excited for what the next 10 will bring.”

Image showcases the fast food restaurants that took part in Battle of the Brands
October 24, 2022

The Best of Experiential 2022

Best Livestream Tourney: DoorDash, Battle of the Brands Sept. 24-25, Twitch OS Studios, Wavemaker, Edelman. This year, Twitch streamers tuned in to a two-day melee Battle of the Brands, hosted by esports broadcaster Chris Puckett, where 10 of their favorite players took up arms in defense of a variety of national QSR chains. Playing on the MultiVersus battleground, the participating brands (including Dunkin’, KFC, Taco Bell and Wendy’s) duked it out in round-robin and then double-elimination tournaments. More than 25,000 Twitch streamers tuned in to see the last round, where Chili’s got business done. “Everyone gets super loyal and passionate toward restaurant brands, and it's a hoot to watch the rivalry—like KFC swearing it's better than McDonald's,” said John Higgins, CEO and chief creative officer of the gaming agency OS Studios. “Battle of the Brands was the first to address this culture as an actual fan base while using the incredibly interactive Twitch platform.”

May 13, 2024

Ad Agency Motive Hires Two Former 72andSunny Creatives

Motive, a leading marketing and advertising agency and member of the Project Worldwide network, has announced the hiring of former 72andSunny creatives Francisco Puppio and Gabo Curielcha to lead the agency’s Los Angeles office. The duo that is affectionately called FraBo have worked together on and off for more than 15 years after meeting at Y&R in Chicago. They have spent the last 10+ years at 72 and Sunny (LA & NY) as creative directors, leading iconic brands such as 1800 Tequila, Coors Light USA and Global, Coors Banquet USA and LATAM, NFL, Uber USA and LATAM, Tillamook, Carl’s Jr and Hardee's.

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May 3, 2024

ARGONAUT Names New President in Katie Miller

Creative agency Argonaut has had a vacancy in the president role for a while, yet it has built up an impressive body of work since it opened in 2013 in San Francisco, working with clients including Fitbit, Cricket Wireless, Honey Bunches of Oats and Nerdwallet. Now, the agency feels it’s right to have someone again in place as president, and it chose one of its founding members in Katie Miller. Miller has played numerous roles at the agency over the last decade, grounded in business development, strategy and brand management. She has played an integral part in Argonaut landing Código 1530 Tequila, Jefferson’s Bourbon, and California Olive Ranch recently, and has been instrumental in the business growth of longtime client Cricket Wireless.

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April 30, 2024

How Caitlin Clark Fever is Driving a New Era Of Women's Sports Marketing

Women’s sports is having its moment in the center of pop culture—one that many would argue is long overdue. Last year was pivotal for the industry, with record-breaking viewership of both the NCAA Women’s Basketball Tournament and the Women’s World Cup, with women’s basketball shattering its viewership record again this year and drawing more viewers for its championship game than the men’s final. Beyond the cultural shift that helped set the stage for the success of women’s sports, the buying power of women is at an all-time high, a key factor in why this shift is happening now. However, advertisers should be cautious in capitalizing on the hype, and instead honor the work that made this moment possible. “For advertisers, the increased interest in women’s sports is a double-edged sword,” said Noelle San Jose, diversity, equity and inclusion program manager at George P. Johnson. “When Vogue starts writing about ‘The Rise and Rise of Women’s Sports Bars,’ you know there’s money on the table.” San Jose noted that women were responsible for 70% to 80% of all purchases as of 2023, but added that advertisers need to step carefully here.

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April 2, 2024

Earned Media in the Age of the Media Apocalypse

It’s important to talk about the state of earned and creative campaigns, and do so with urgency. The short reason: Working dollars are working less. Content is everywhere. A shiny branded object exists for a total of 15 seconds in your consumer’s mind, and you paid more for those 15 seconds than you did five years ago. Praytell, in collaboration with Contagious, a creative and strategic intelligence service for brands and agencies, worked together to identify four factors that nearly every high-earning, high-performing creative campaign exhibits.

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