Articles from AdWeek Advertising and branding

Oreo would like you to start solving your conflicts by scrubbing its cookies against your tongue as fast as you possibly can. This new spot from AKQA London (and Mind's Eye director Luke Bellis) shows pairs of what appear to be siblings and friends squaring off over various disputes—like riding shotgun in a car whose backseat is stuffed to the brim, picking what to watch on TV, or taking the blame for knocking the head off a statue with a soccer ball.

As advertisers chase consumers across an ever-expanding video landscape, data has become the most efficient way to allocate ad spend. In the wake of this year’s NewFronts, where digital media powerhouses like BuzzFeed, AOL and Crackle flaunted their video offerings and audiences, it’s clearer than ever that Web video will claim an increasing share of TV ad budgets. Gone are the days of buying video as an afterthought. What does this mean for the fate of ambitious TV campaigns?

Inside a converted manufacturing building in the Dumbo section of Brooklyn, N.Y., lies an independent ad agency called Breakfast. Its tiny band of workers sits before a tight cluster of computers in the huge raw space. Breakfast (as in “break fast,” not scrambled eggs) has a full-time staff of eight, including its three principals. And in a Peter Pan kind of way, while the shop will continue to mature, the intention is to never grow beyond a dozen employees.

Over the last decade the marketing landscape has morphed into an entirely different species.  Illustration: Shaw Nielsen In 2004, there was no YouTube, Facebook or Twitter, and portals still reigned supreme over digital content. By 2007, a new digital advertising era began to take form. Millions of consumers flocked to new social platforms, connecting to people and content in new ways. Brands began taking notice and started to experiment on those platforms and in this new space called “social.” In 2010, experimentation gave way to obligation.