Why Trusted Collaboration and Agile Teams Ensure Business Success

November 23, 2015


As part of the special event PSFK co-hosted for Mondelēz and Oreo, PSFK’s Director of Research & Strategy, Scott Lachut, moderated a group panel with the trusted partners who Mondelēz collaborated with when bringing their new Oreo Colorfilled Campaign to life. The diverse group of panelists gathered to discuss a vision of the new consumer and the highly customizable market.

Shalini Agrawal from 360i, in charge of overseeing and implementing the Colorfilled Campaign’s media strategy, said:

“Because of our mobile phones, people expect more personal experiences. Walking around with a personal computer every day makes you expect your news to be personalized to your interests, you expect to log on to Facebook and you expect the stories to be relevant to you, so it really makes sense that brands start taking that lead and making personalized experiences for people as well.“

Since large companies traditionally do much of the innovation internally, Oreo’s Colorfilled process—to bring in and welcome partners with various competencies—is unique. John Gibson of The Martin Agency and Vice President and Planning Director for Oreo explained leveraging the company’s unifying mission to unite divided and autonomous team members:

“One thing that’s important is we have a really pointed and powerful creative mission for the brand which is to let wonder loose in the world. That intent has always been there and we’ve always talked about the possibilities of how it can affect every different touchpoint, from packaging to product—now, actually seeing it happening, is super exciting.”

The panel discussion also touched upon the difficulty of taking an idea off of the drawing board and implementing it in the real world, as well as the lessons that panelists will take with them into their next collaboration. Doris Brown-McNally from HP stated: “What I learned is that you have to challenge the talent within your organization to take on new roles, spread their wings and try on new things. From that state of discomfort and newness, ideas and innovations come.”

Mondelēz and partners collaborated in creating the Oreo Colorfilled experience that lets snack-hungry cookie fans customize their Oreo packaging to include speciality illustrations and personalized messages in a variety of colors and have Oreos delivered to their doorstep.

Continue to PSFK.

Posted By: The Martin Agency

The 10 Most Artistic Mid-Sized Cities in America

November 17, 2015

gogobot, by Shelby

We’ve all heard the story of a dreamer packing up and moving to the big city to become an artist. It’s easy to believe that you have to go to a metropolis like New York City or Los Angeles to find a decent art scene, but that simply isn’t true. These days there are plenty of mid-sized towns that have vibrant art scenes. We set out to find out which ones were the most artistic.

  1. Richmond, VA
  2. Boise, ID
  3. Ann Arbor, MI
  4. Dayton, OH
  5. Pasadena, CA
  6. Santa Rosa, CA
  7. Ventura, CA
  8. Tacoma, WA
  9. Burbank, CA
  10. Berkeley, CA

1. Richmond, VA.

The people of Richmond aren’t just passionate patrons of the arts, their love is both deep and wide. Richmond topped our list in terms of museums and performance venues, making it an excellent destination for both live and static art. If you appreciate seeing original works by master painters, the Virginia Museum of Fine Arts is a must-see. The spacious museum has a collection of over 22,000 pieces from artists like Pablo Picasso, Salvador Dali, and Andy Warhol.

If you prefer to watch artists perform, you can catch shows at a variety of Richmond venues. At the beautiful and spacious Carpenter Theatre, you can watch a ballet troupe or symphony. For a more intimate experience, the Gottwald Playhouse allows you to observe the look in an actor’s eyes as they play their part.

Continue to gogobot to read about the other nine cities.

Posted By: The Martin Agency

A Grumpy Tree Ornament Reconnects With Wonder in Oreo's Holiday Spot

November 16, 2015

Editor's Pick, Creativity, By Alexandra Jardine

Oreo continues its Wonderfilled campaign through The Martin Agency with a cute, and funny, holiday spot featuring a decidedly jaded tree decoration. As the cross-looking elf lies around waiting to be put on the tree, his fellow ornaments whimiscally "wonder what's inside the holidays," but he's grumpy, asking "why's December always dark" and "what's in all those presents anyways?" However, it takes an Oreo cookie to bring the magic of Christmas back and get his holiday spirit started. Grinches, take note.

Continue to Creativity.

Posted By: The Martin Agency

"Unskippable" Takes Home 4 Gold LIAs

November 11, 2015

The GEICO “Unskippable” work took home 4 gold awards from LIA (formerly known as London International Advertising Awards) this week.

Judged by a jury of approximately 100 creatives from around the world, LIA was the first international accolade of its kind to honor advertising.

This year, John Mescall (Global ECD, McCann Worldgroup), led the jury in the category of TV, Cinema, and Online Film.

The “Unskippable” work was honored in 4 of the divisions within this category. The long-form “Family” spot took home gold in Humour, Banking/Financial/Insurance, and Innovative Use of TV/Cinema/Online Film, while the collection of “Unskippable” pre-roll spots won gold for overall campaign.

Continue to LIA 2015.

Posted By: The Martin Agency

Oreo Gets Into the Trend of Adult Coloring With Holiday Packaging You Can Draw On

November 09, 2015

Adweek, by Tim Nudd

If you weren't aware, coloring books for adults are enjoying a bit of a renaissance—as they offer a playful framework for both creativity and anxiety/stress reduction. And brands, of course, are picking up on the trend.

Last week, we looked at Barnes & Noble's plan to have a giant coloring session in its stores this coming Saturday. And now, Oreo is getting into the action with colorable packaging for the holidays—its inaugural foray into the e-commerce direct-to-consumer space.

Starting in mid-November, the "Wonderfilled" Mondelez brand will be offering "Colorfilled" Oreo packs for sale at a new Oreo site, shop.oreo.com. The packs will feature exclusive illustrated designs from artists Jeremyville and Timothy Goodman. You just color them in digitally—using a palette of colors as well as some bits of "seasonal flair." When you're done, the packs will be shipped to you. (They will cost $15 each.)

If you're more of a traditional kind of colorer, you can also buy blank packs that come with markers so you can physically color them in at home. Other items for sale will include T-shirts featuring the artists' designs with fabric markers for coloring.

The "Colorfilled" campaign is for the holidays only. The Martin Agency and Maya Design were among the agencies that worked on the campaign.

Continue to Adweek.

Posted By: The Martin Agency