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Baker Street
March 22, 2019

Digital News with Krista | Edition 2

By:

Well hello again. I’m Krista, your friendly neighborhood digital news deliverer. Today, we’ll examine three hot topics in the online ad world:

— Pause-vertising: Stop Now Means Play

— Ford Detours from “Built Ford Tough” In 5 Markets

— Yes, Ad Fraud Affects You — And Everyone You Know

Pause-vertising?

A possible new ad format is popping up in the streaming content space, where ads play when the viewer hits the stop button. Although there are mixed industry reviews surrounding this hot topic, Hulu and AT&T are already planning to give it a try. With video services booming (reaching about $20.1 billion in revenue last year), advertisers are competing to look for new ways to reach consumers. Pause-vertising may be the answer to the concerns of subscription fatigue and to hit binge-watchers alike. The strategy behind pause-vertisements is to be creative, while being less intrusive by giving consumers control. Hulu and AT&T are looking to creatively tailor ads to be aligned with the reasons why viewers pause a stream (doorbell, running to the kitchen, etc.). These types of ads will be one of many new formats coming to the digital advertising scene in 2019. For more information, please find the article here.

Ford Ranger’s New Campaign

Ford’s new Ranger campaign will target five cities with a hyperlocal approach. Ford is segueing from their normal messaging of “Built Ford Tough” in order to focus on more niche marketing for this 2019 Ranger campaign. This campaign will focus on consumers in Los Angeles, Seattle, Boston, Denver, and Phoenix. The spots labeled as “Tough Has More Fun” show men and women engaging in various extreme sports such as skiing, surfing, and mountain climbing. Ford will also team up with The Weather Channel to promote this campaign with digital billboards and website images that can dynamically update to match real time local weather reports. Their national campaign ad is called “Strange Creatures” and will highlight thrill-seekers who participate in challenging physical activities. Ford is aiming to seek a more personable approach overall via these new local and national lifestyle ads. The full article can be found here.

Digital Ad Fraud

As mentioned a few weeks ago, digital ad spend will surpass traditional ad spend this year and will account for $250 billion globally. However, it is of no surprise to advertisers that with this increase in digital investment, also comes a rise in ad fraud. Tel Aviv-based cybersecurity firm “Cheq” reports that about 20% of media on average will be affected by ad fraud. New and advanced fraud talent is now coming from other industries such as financial sectors. The short-term problems consist of data privacy issues, but the long-term consequences involve the deterioration of trust amongst the system. This directly threatens the relationship between advertising and the free internet. When more is taken away from advertising, the less money publishers and content producers receive, as they essentially make the stuff we see for free. The ad industry is being warned to re-examine their fraud prevention measures and to make sure it is being monitored very closely. And yes, Baker Street is all over it. Check out the full article here.

I welcome any feedback at khubbel@bakerstreet1.wpenginepowered.com. (Unless you are a cyber criminal.)

Automotive Marketing, Digital Marketing, Digital News with Krista, Uncategorized

February 28, 2019

Digital News with Krista | Edition 1

By:

Hi. I’m Krista. Baker Street’s newest Assistant Digital Planner and author of a new series called “Digital News with Krista.” The name, like my series, is intended to be direct. (Just the way the kids like it.)

Every other week, I’ll highlight 3 news articles on digital trends and innovations and dissect them into digestible bits. (Just the way the kids like it.)

I welcome any feedback at khubbel@bakerstreet1.wpenginepowered.com. Or tweet me @khub55. (You know, the kids).

YouTube Under Fire (Again)
The “Adpocalypse” has struck YouTube once again. Many large brands that advertise on the platform are putting their ads on hold or pulling their investments out completely, due to innocent videos of children (mainly young girls) receiving inappropriate and disturbing comments from pedophiles. Some of these brands include Disney, Epic Games, Nestle, Hasbro, and AT&T. This “wormhole” was initially shared by YouTube creator Matt Watson, who has become the leader of the #wakeupyoutube movement. Advertisers are looking to YouTube to take a more aggressive approach to the regulation of inappropriate content, to ensure brand safety for their ads. In response, YouTube has disabled derogatory comments, deleted numerous accounts, and are reporting all illegal activity to authorities. They have also reported that they will be making updates to their recommendation engine, in addition to making improvements to their AI systems. YouTube has also tightened their strike policy for Creators, which will go into effect today. Additional details can be found here.

Digital Becomes King
The future is digital, according to the latest e-Marketer reports. Digital advertising investment is on the rise and is anticipated to surpass traditional spend in the U.S. this year. We are talking about $130 Billion in total digital ad spend by year end. This is due to a significant decline in print spend as well as TV, which is suspected to dip by 2.2% this year. In the years to come, digital ads are anticipated to make up two-thirds of all ad spending, with mobile ads accounting for more than two-thirds of the digital ad spend. Google and Facebook are expected to remain as the top 2 digital platforms in terms of ad revenue, holding 59% of the market combined. The full article can be found here.

Cadillac Rises Above
Since the Superbowl commercial industry letdown, anticipation has increased for more creative ads. Cadillac rolled out a new advertising campaign called “Rise Above” which debuted nationally during the Oscars. This campaign is tailored to highlight new innovations with their SUV vehicles, and to showcase their updated crest. The models they chose to focus on were the Escalade, XT4 and XT5. Their ads focused on a consistent message around “perseverance.” Additionally, one of the TV spots showed various high-achieving women linked with driving these SUVs. As for their digital ads, Cadillac teamed up with Yalitza Aparicio (actress from “Roma”) to be the face of the ads, along with sharing stories of everyday people breaking barriers and overcoming adversity. You can read more about Cadillac’s new campaign here.

Automotive Marketing, Digital Marketing, Digital News with Krista, Uncategorized

January 10, 2019

How We Gamified The College Football National Championship

By:

Guess Who’s Coming?

That’s the question Baker Street posed to the Bay Area in our integrated digital, outdoor, and experiential campaign for this year’s College Football Playoff National Championship at Levi’s Stadium.

Our first step was to create an iconic poster and outdoor design, seen in the video below, that helped communicate that the National Championship game was actually the result of a playoff system involving the top 4 teams. This is only the 5th time the National Championship has been decided by the Playoff system.

The visual language of the campaign practically challenges fans to fill in the brackets, in their own mind, and make their own predictions. The design inspired a campaign where we literally asked fans to place the logos from the top 25 teams in the country, into the final four, and then make their predictions for the big game.

Did you guess right?

Baker Street Advertising Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriter: Bob Dorfman
Art Directors: Corey Stolberg/Jason Wong
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Group Account Director: Dan Nilsen
Account Supervisor: Nick Spillner
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino
Executive Producer: Michael Pickman-Thoon, Rough House Editorial
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Motion Graphics: Eric Stafford, Rough House Editorial
Post Producer: James Hagedorn, Rough House Editorial
Audio Mixer: Jeremiah Moore, Rough House Editorial

Brian Bacino, Creative Chief B2, Sports, Sports Marketing, Uncategorized

November 11, 2018

Stay In the Moment at Hotel Nikko

By:

Hotel Nikko challenged Baker Street to convey the hotel’s Zen-like experience in a way that would differentiate them from the other 4-star properties in San Francisco. Convincing people to stop and smell the roses in a society that moves at the speed of life, even while on vacation, is no small task.

https://giphy.com/gifs/B13umg3KBtXVly9e5T

https://giphy.com/gifs/hotel-nikko-san-francisco-restaurant-anzu-lpsFxZ6qneiPGjhy5x

So we dug deep during our Discovery research phase and uncovered this truth: “In the world of luxury hotels, personality goes a long way.” This insight drove the thinking behind the “Stay in the Moment” campaign we created that’s anchored by a graphic time stamp. This stamp is a reoccurring device marking every metaphorical magic moment during a guest’s stay.

We refreshed Hotel Nikko’s website and added an extra dimension to the time stamp, making it a real-time clock. The home page appears like a live video feed as though the viewer is watching what’s happening at the Hotel Nikko at any given moment.

We also designed it to be completely responsive with a mobile-first UI/UX.

In the print world, the time stamp works as a static lock-up, freezing the moment in time. Like in these magazine ads we created specifically to entice British tourists.

As well as this Print and Poster Series strategically-placed around the property to create allure for a uniquely Nikko offering. The series works as a one-two punch, with one image showcasing an actual amenity and the other with a more conceptual graphic.

And who doesn’t love a nice surprise and delight “Do Not Disturb” door tag?

We also made some brochures that are, well, worth your time.

And here’s who literally Stayed In the Moment to make it all happen.

Clients:
VP/General Manager: Anna Marie Presutti
Director of Marketing and Revenue Strategy: Jeanne Ferrari
Associate Director of Marketing: Dani Ortega

Agency:
President: Jack Boland
Chief Creative Officer/Copywriter: Brian Bacino
Chief Strategy Officer: Don Donovan
Art Director: Ken Woodard
Copywriter: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King

Branding, Brian Bacino, Hotel Nikko, Uncategorized

October 30, 2018

Stupid Fresh Time Machine Idea for Honda

By:

OK, this is the dumbest thing we’ve ever done for Honda. I think it’s my favorite.

Tasked with a straight-forward, shout-from-the-rooftops brief: “buy any new Honda now and pay nothing for 90 Days,” we created this clever notion that for a limited time, Hondas are like magic time machines.

Which, of course, means you can buy a Honda today and have enough time to grow ridiculous beards, hairstyles and give birth to your baby before you have to pay.

We imagined 90 days passing before your eyes, but rather than invest in special effects, we went with dumb jump cuts that make you smile. No matter how many times we see the joke, it’s a smile and a reminder that you can get any new Honda right now and pay nothing for 90 days.

We had some fun with our social messaging too, including the best Facebook header ever, if you like wagging dog tails:

Facebook Cover Video:

Social Media Social GIF: Civic

Social Media Social GIF: Accord

Social Media Social GIF: CR-V

Social Media Social GIF: Kelley Blue Book

And one of our better radio spots of the year was inspired by the most famous time machine ever — The DeLorean.

Baker Street Advertising Credits:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
TV Copywriter: Brian Bacino
Art Director (All Media): Sarah Inglis
Radio & Social Media Copywriter/Social Video Editor: Harrison Chapman
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Account Supervisor: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits:
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Line Producer: Kevin Hayes
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Graphics: Eric Stafford, Rough House Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Accolades, Awards, Brian Bacino, Creative Chief B2, Honda, Uncategorized

October 9, 2018

This just in…Baker Street Advertising Snags SMARTIE for Hispanic Mobile Media Effort

By:

Baker Street’s multi-channel Siempre Contigo Hispanic Media effort for Honda continues to get attention, this time winning a SMARTIE Award for outstanding Mobile Amplification and Location-Based Targeting.

Check out the award video, created by our partners, Clear Channel OOH, to see how our Media Bakers are blending cutting-edge mobile technology and old school Out Of Home to create dramatic results.

OOH Board | Odyssey

OOH Board | CR-V

Before winning the SMARTIE Award, Baker Street’s media caught the eye of Dealer Marketing Magazine in this article that appeared in our blog post from July 2018.

Credits, Baker Street Advertising:
President: Jack Boland
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel
Chief Strategy Officer: Don Donovan
Chief Creative Officer: Brian Bacino
Art Director: Ken Woodard
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Account Supervisor: Megan Boland

Accolades, Awards, Baker Streeters, Digital Marketing, Honda, Uncategorized

August 2, 2018

It Takes a Village to Raise a Trophy

By:

It takes a village to raise a trophy – a village of dedicated, creative thinkers in every department – planning, media, account, creative and production – along with great clients.

Our Baker Street Advertising village scooped up 6 Communicator and 5 Telly Awards, as two of the nation’s prestigious advertising awards announced their winners.

Below is a breakdown of the awards and the celebrated work:

Communicator Awards:

SF Giants Interactive Campaign | Gold
— “We Are Sundays
— “Two For Tuesdays
— “Day Baseball
— “Orange Fridays

SF Giants :30 TV Spot | Gold
— “Meet the Closer

NorCal Honda Online Campaign | Gold
— “Civic Reasons
— “Speed vs. Space
— “Iceberg
— “Run The World

NorCal Honda Craft in Copywriting | Gold
— “Civic Reasons

NorCal Honda Online Animation | Gold
— “Iceberg

NorCal Honda Online Promotional Video | Silver
— “Speed vs. Space

Telly Awards:

SF Giants Interactive Campaign | Gold
— “We Are Sundays
— “Two For Tuesdays
— “Day Baseball

SF Giants :30 TV Spot | Gold
— “Meet the Closer

SF Giants Interactive Film | Silver
— “We Are Sundays

SF Giants Interactive Film | Silver
— “Orange Fridays

NorCal Honda Online Campaign | Bronze
— “Civic Reasons
— “Speed vs. Space
— “Iceberg

NorCal Honda | Pre-Roll Video | “Civic Reasons”

https://vimeo.com/234417044

NorCal Honda | Pre-Roll Video | “Speed vs Space”

https://vimeo.com/234417128

NorCal Honda | Pre-Roll Video | “Iceberg” 

https://vimeo.com/234417080

NorCal Honda | Pre-Roll Video | “Run the World” 

https://vimeo.com/240196490

SF Giants | Interactive Film | “We Are Sundays”

SF Giants | Interactive Film | “Two For Tuesdays” 

SF Giants | Interactive Film | “Day Baseball” 

SF Giants | Interactive Film | “Orange Fridays” 

SF Giants | :30 TV Spot | “Meet the Closer” 

https://vimeo.com/216343373

Baker Street Advertising Credits (NorCal Honda Work):
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Robert Leon/Sarah Inglis/Bob Dorfman/Lesly Pyle
Art Directors: Sarah Inglis/Ken Woodard
Producers: Julie Costanzo/Brody McHugh/Lauren Finerman
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits (NorCal Honda Work):
Directors: Soloman Burbridge, Joshua Cox and Rob Shaw, Bent Image Lab
Partner/Executive Producer: Ray DiCarlo, Bent Image Lab
Executive Producer: Anthony Greene, Bent Image Lab
Producers: Brianna Vitale/Gabi Villasenor, Bent Image Lab
Sound Engineer: Lance Limbocker, Limbocker Studios

Baker Street Advertising Credits (SF Giants Work):
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Robert Leon/Bob Dorfman
Art Directors: Ken Woodard/Jason Wong
Interactive/Cinemagraph Art Director: Xavier Li
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits (SF Giants Work):
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Mark Dwyer, Dwyer Productions
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Director of Photography “Meet The Closer”: Keith Pikus
Line Producer: Jon Bowden
Editor: Alan Chimenti, Ntropic Editorial
ECD/Founder: Nate Robinson, Ntropic Editorial
Post Producer: Emily Avoujageli & Danielle Cheifetz, Ntropic Editorial
VFX Director: Aaron Vasquez, Ntropic Editorial
VFX Artists: Ethan Chang & Miguel Diaz-Rivera, Ntropic Editorial
Colorists: Chris Martin, Nick Sanders, & Kristy Navarro, Ntropic Editorial
Graphics Artist: Erica Poat, Ntropic Editorial
Flame Artist: Mark Everson & Todd Hemsley, Ntropic Editorial
Junior Flame Artist: Jerome Knight, Ntropic Editorial
Rotoscoping Producer: John Mendaros​, Ntropic Editorial
Rotoscoping Artists: Roel Elaco, Jun dela Pena, Alfred Ilagen, Ntropic Editorial
Post Assistants: Gillen Burch & Yvonne Pon​, Ntropic Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Accolades, Awards, Baker Streeters, Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing, Uncategorized

July 27, 2018

Finding New Success In Classic Media

By:

What do you do when you have a highly-successful Hispanic advertising campaign that has fueled a majority of incremental total sales growth but is beginning to flatten? You reshuffle the media budget and meddle with the media mix.

That’s exactly what Baker Street Advertising did when we decided to introduce Outdoor media to the Siempre Contigo campaign.

We looked to outdoor as a way to increase reach among Hispanic car buyers while avoiding wasteful over-saturation within existing media. In addition, we wanted to bring the inspirational “Siempre Contigo” (“Always with you”) message into the neighborhoods where our prospective buyers live and work. Using mobile data to map movements of the Hispanic audience segment, we identified Out of Home (OOH) locations that over-indexed for reaching the Hispanic community. Locations were not purchased in the traditional 4-week cycle, but rather synched up with TV/Radio/Online in shorter bursts to maximize effectiveness of the campaign message and incentives. In addition, each Northern California Honda Dealer outdoor location was geo-fenced to deliver re-targeted mobile ads to those exposed to the OOH message, thereby increasing frequency and engagement with Hispanic auto-intenders.

Needless to say, the Northern California Honda Dealer OOH campaign of leveraging mobile data to identify place-based locations and deliver “incentive” messaging has been a tremendous success as outlined in this article from Dealer Marketing Magazine.

OOH Media Credits, Baker Street Advertising:
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel

The OOH is an extension of a multi-media campaign including the following heartwarming TV spots:

Antonio’s | :30 TV Spot

Missing Monkey | :30 TV Spot

Floaties | :30 TV Spot

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriter: Claudio Martinez-Valle
Art Director: Ken Woodard
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Strategist: Howie Leibach
Media Broadcasting Supervisor: Sheila Taylor
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Senior Flame Artist: Amanda Amalfi, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Analytics, Honda, Qualitative Research, Quantitative Research, Uncategorized

June 30, 2018

Our #AskAnyHondaDriver Campaign Performs Just Like a Honda

By:
NorCal Honda’s #AskAnyHondaDriver testimonial campaign is in its 4th year and is the most robust campaign we’ve created so far — with 19 long-format web films and 28 unique TV/web videos since 2015. Talk about legendary dependability.
This year, we feature four new happy Honda stories from all over Northern California.

2014 | Accord | Chris and Kelsey | Monterey 
Teeing it up are two golf pros who definitely drive for show.

2017 CR-V | Samanta | Richmond 
Second, is super sweet Samanta Beltran, who’s a Contra Costa Country school counselor by day, a baker by night and a lifelong Honda driver by choice.
https://vimeo.com/281868982

2010 & 2011 Fits | Peters Family | Santa Rosa 
Third, we have 6 feet 6 Jacob, 5-foot Lauren and their 150-pound Great Dane Charles who believe their two Fits are the perfect fit for their modern family.

2016 Odyssey | The Crandalls | Tiburon 
Lastly, The Crandall Family, who have three tiny tots and one of the tightest turns in Tiburon.

Not only does this campaign help drive Honda’s record sales, but it drives people into action. Or should we say, interaction? Before we launched the first five stories back in 2015, research from BSA’s trademark “Discovery” phase revealed that Honda drivers love their Hondas so much, they want to tell the world. So we gave them a stage. We created an interactive platform on NorCal Honda’s Facebook page called “Straight From The Street” where Honda drivers can share their own stories for a chance to have it professionally produced for television and digital media.  

As you can see, it worked. And keeps working, becoming a self-fulfilling cycle of success. Every user-submitted story is a free ad for Honda. And the folks we’ve chosen to feature, above-the-fold so-to-speak, have become evangelists, sharing their souped-up stories with their own networks creating tons of efficiently-priced eyeballs. Hows that for performance? 

To see the previous Honda stories we’ve created since 2015, click here: #AskAnyHondaDriver

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Lisa Coonts
Senior Strategist: Howie Leibach
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Senior Flame Artist: Amanda Amalfi, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Brian Bacino, Creative Chief B2, Digital Marketing, Honda, Uncategorized