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Among DTC ad makers and drug companies, the Nasonex bee, created by ad giant BBDO, is something of a celebrity. (A version of the Nasonex bee ad was the most remembered new drug ad of 2007, according to IAG Research, a subsidiary of Nielsen.) In one version of the ad for the prescription allergy nasal spray, a cartoon bee - sometimes voiced by Antonio Banderas - flies around the screen discussing his own allergy problems, then, after a spray of Nasonex, the bee returns to a flower, saying he is "a changed...
...DOESN'T LOVE mocking a really cheesy TV ad? But advertising can at times have the power to strike a deep chord and even spawn lasting pop-culture icons. Award-winning adman Philip Dusenberry, longtime chairman of BBDO North America, created those kinds of pitches. His magic, say his peers, was an intuitive sense of the emotional impact of his work. Before taking on the Partnership for a Drug-Free America and, in the wake of 9/11, New York City tourism ads, Dusenberry led such campaigns as "Pepsi: The Choice of a New Generation" (including, regrettably, the commercial in which...
...Bravo reality show Blow Out, about a beauty salon, to get clients' products on the show. "There are different ways to get your word out," says Magna Global chairman and CEO Bill Cella. "Commercials won't go away," says David Lubars, chief creative officer and chairman of ad agency BBDO North America, noting that people want to watch sports events and the Oscars live. But, he adds, "there are many things in prime time--and that's where the big money is spent--that will be affected by the shift...
...among other things, making deals with parent companies rather than with regional subsidiaries. Although al-Jazeera is subsidized by the Qatari government, it has attracted advertisements from Nokia, Olympus, Sony, Adidas, Hyundai, Jaguar and others. But, says Pierre Azzam, regional director in Dubai of the advertising agency Impact-BBDO, ads on al-Jazeera seem to have dropped since the 2003 Iraq invasion because of political sensitivities--a claim that al-Jazeera denies. Nonetheless, anticipating commercial resistance to the English channel, Parsons is offering discounts to advertisers willing to sign substantial prelaunch deals...
...several generations. How do you appeal to kids who love teen pop as well as to adults who can't stand it? You show Britney in the '60s and the '00s and give the generations something to bond over. Says Jeff Mordos, who oversees the Pepsi account at BBDO New York: "The relationship [between] parents and kids today is much closer to friend-to-friend than in the past." And who wouldn't want a friend like Britney? --By Roy B. White