Monthly Archives: February 2013

Ridley Scott and Coke Reintroduce You to the Polar Bears in Short Film

January 2013

Who are the Coke Polar Bears — and where did they come from? Coca-Cola, CAA Marketing and producers Ridley Scott and the late Tony Scott usher the brand into 2013 with this beautifully animated short film that features the iconic bear family, and gives them extended, developed personalities. Directed by John Stevenson (Kung Fu Panda) the film gives viewers an inside look into the bear family that has been one of the symbols of the beloved brand (which was also one of Creativity’s most creative advertisers of 2012) for years.

It has been a while since we saw the bears. They were animated and given distinct characters in Coca Cola’s Super Bowl outing last year, where Wieden & Kennedy Portland created an interactive campaign which had the bears reacting as the football game progressed.

Check it out on, and follow @creativitymag on Twitter for more great work.

An inside look at social TV in Brazil

The Home of Social TV

By Natan Edelsburg
January 5, 2013 2:45 PM

By all accounts, Brazil has one of the fastest growing global economies, and along with that, one of the fastest growing internet populations. comScore’s 2012 Brazil Digital Future in Focus ranked Brazil as the 7thlargest internet market globally, and with 50 million users on Facebook, it’s the second biggest country on the social network after the U.S. It is no surprise that Brazil’s social TV presence is tremendous, and will grow even further with the 2016 Summer Olmpics set to take place in Rio de Janeiro.

Recently, Brazil’s Globo TV teamed up with Mobovivo to generate buzz for the new Brazilian drama, Suburbia. Globo used an app built by the social TV company that allowed Suburbia viewers to use their phone’s camera to unlock bonus content. Viewers were able to capture and share photos from TV and newspaper ads to gain access to free music and videos. According to TV Globo’s Corporate Communication Manager, Bernardo Magalhaes,  “the Suburbia campaign was a great example how we utilized viewers’ smartphones alongside TV – as an effective way to engage viewers on their second screens.” We interviewed Magalhaes about social TV in Brazil and Globo TV’s strategy.

Lost Remote: Describe social TV in Brazil – how is it different?
Bernardo Magalhaes: Brazilians have one of the fastest growing mobile device markets in the world. Like elsewhere, people use these devices while watching TV. (more…)

Ebook craze is slowing

07 Jan 2013 10:38
by  in Rome

Read more:

Ebook craze is slowing -

It is starting to
look like the death of bound books has been much exaggerated. For the last few years, technology pundits have been declaring books were dead as a dodo and the world was going to read from tablets and ebooks in the future.

This has been confirmed by shedloads of statistics which show ebooks rushing past traditional book sales.

But the Wall Street Journal has been looking closely at a Pew study on the reading habits of Americans.

The report, with the catchy title, E-book Reading Jumps; Print Book Reading Declines, suggests the doom of Gutenberg’s dream, but there are a few stats which suggest that something else is happening. (more…)

Record Retail Sales on Smartphones, Tablets Take Greater Ecommerce Share


JAN 10, 2013

Tablet buyers grow sales at fastest pace

Mobile devices have become a key component of the digital shopping landscape, with both smartphones and tablets contributing higher levels of ecommerce sales as more consumers adopt the devices and become comfortable shopping on them.

Last year, eMarketer estimates, US retail mcommerce sales shot up 81% to nearly $25 billion. This year, a further increase of 55.7% in sales is expected, and mobile sales will account for 15% of all retail ecommerce. Mcommerce sales include all purchases made via smartphones, tablets and other mobile devices, excluding sales of travel and event tickets.

eMarketer’s mcommerce forecast reflects a confluence of three trends: first, the expanding number of smartphone shoppers whose behavior affects commerce in all channels; second, the growing number of smartphone buyers who enjoy the immediacy of purchasing through their phone and are expected to generate roughly one-third of mcommerce sales this year; and third, the rapid rise in tablet shopping, which will produce the bulk of mcommerce sales over the next four years. (more…)

How Are Smartphone and PC Internet Users Different?


JAN 8, 2013

Time spent on email near equal on PCs vs. smartphones

eMarketer estimates that 1.7 billion people around the world will access the internet via a mobile device in 2013. By 2016, there will be a staggering 2.5 billion mobile internet users worldwide. As internet usage increasingly takes place on mobile devices—and particularly on smartphones—it is important to understand how consumers’ internet behavior is adapting to these new devices.

An analysis conducted in July 2012 by GfK Group examined US consumers’ web activity on a smartphone vs. on a PC. The research found that in a number of categories, consumers on the two kinds of devices behaved quite similarly.

Both PC and smartphone internet users spent a little under one-fifth of their internet time on email, and both allocated roughly a 10% share of time each to gaming and search.

The most striking difference GfK found was that PC internet users were considerably less social than their smartphone counterparts. PC internet users spent a sizeable 18% of their internet time on social media activities, but on smartphones, social media truly dominated, accounting for a 31% share of internet time—nearly twice as much as the amount of time spent on email, the next most popular smartphone web activity. Clearly, social media is a prime reason smartphone users access the internet via mobile. (more…)

Total Ad Spend in Latin America Growing at Fastest Pace Worldwide

  • eMarketer

    JAN 8, 2013

    The region has been less affected by economic troubles than North America and Western Europe

At $38.12 billion, Latin America will have the third-smallest total media ad expenditure tally this year, higher than only Eastern Europe and the Middle East and Africa, according to eMarketer. But while overall spending is relatively low compared to other regions, Latin America will experience the fastest total media ad spending growth among all of the regions included in eMarketer’s forecast through 2016.

Latin America’s growth came in at 11% in 2012, and will remain in the double digits through next year. Still, Latin America will not come close to nearing the ad spend totals of North America, Asia-Pacific or Western Europe throughout the forecast period. At $51.33 billion, eMarketer expects Latin America will account for well under half of Western Europe’s total in 2016, the region with the next highest ad spending.

Argentina, the fastest-growing country in Latin America, according to eMarketer, expanded by a considerable 20% last year, nearly twice the regional 11% pace. In 2013, Argentina is expected to overtake Mexico to become the No. 2 country in ad spending regionally. (more…)

How the TV Business Got Rich Off the Thing That Was Going to the Kill It: The Internet


– Derek Thompson is a senior editor at The Atlantic, where he oversees business coverage for

JAN 7 2013

In TV Land, the dinosaurs still rule the world

615 television reuters.jpg


Surely, you’ve heard the news: The cable business is broken, the end of TV is nigh, and it’s only a matter of time before the Internet does to television what it’s done to music and newspapers — obliterate the old business models and leave something shiny and new in their place.

Maybe. Some day. For now, the dinosaurs still rule the world.

As David Carr explained today in the New York Times, the two industries that make up what most people think of as the TV business — content companies (who own the shows and the channels) and cable companies (who own the infrastructure that transports the shows and channels to your TV box) — had a smashing year in 2012. Many of them outperformed the newer and nimbler companies, such as Apple, Netflix, and Google, that are supposedly destined to displace them. They owe much of their success to the very thing that was supposed to kill them — the Internet. (more…)