1. INFORMATION YOU GIVE

Many Google services require you to sign up for a Google Account. When you do, they’ll ask for personal information, like your name, email address, telephone number or credit card.

Information from your use of Google services

Google collects information about the services that you use and how you use them, like when you visit a website that uses their advertising services or you view and interact with ads and content. This information includes:

Device information

Google collects device-specific information (such as your hardware model, operating system version, unique device identifiers, and mobile network information including phone number). Google may associate your device identifiers or phone number with your Google Account.

Log information

When you use services or view content provided by Google, they may automatically collect and store certain information in server logs. This may include:

• Details of how you used a service, such as your search queries.
• Telephone log information like your phone number, calling-party number, forwarding numbers, time and date of calls, duration of calls, SMS routing information and types of calls.
• Internet protocol address.
• Device event information such as crashes, system activity, hardware settings, browser type, browser language, the date and time of your request and referral URL.
• Cookies that may uniquely identify your browser or your Google Account.

Location information

When you use a location-enabled Google service, they may collect and process information about your actual location, like GPS signals sent by a mobile device. They may also use various technologies to determine location, such as sensor data from your device that may, for example, provide information on nearby Wi-Fi access points and cell towers.

Unique application numbers

Certain services include a unique application number. This number and information about your installation (for example, the operating system type and application version number) may be sent to Google when you install or uninstall that service or when that service periodically contacts their servers, such as for automatic updates.

Local storage

Google may collect and store information (including personal information) locally on your device using mechanisms such as browser web storage (including HTML 5) and application data caches.

Cookies and anonymous identifiers

Google uses various technologies to collect and store information when you visit a Google service, and this may include sending one or more cookies or anonymous identifiers to your device. They also use cookies and anonymous identifiers when you interact with services offered to our partners, such as advertising services or Google features that may appear on other sites.

They know, MAN!!! Ad served after my search for a Rip Curl Wetsuit

2. HOW GOOGLE USES THE INFORMATION THEY COLLECT

The information we collect from all of our services to provide, maintain, protect and improve them, to develop new ones, and to protect Google and the users. We also use this information to offer you tailored content – like giving you more relevant search results and ads.

Google may use the name you provide for your Profile across all of the services they offer that require an Account. In addition, they may replace past names associated with your Account so that you are represented consistently across all services. If other users already have your email, or other information that identifies you, they may show them your publicly visible Profile information, such as your name and photo.

They will also use information collected from cookies and other technologies, like pixel tags, to improve user experience and the overall quality of services. For example, by saving language preferences, Google will be able to have our services appear in the language you prefer. When showing you tailored ads, Google will not associate a cookie or anonymous identifier with sensitive categories, such as those based on race, religion, sexual orientation or health.

WHAT CAN YOU DO?

I think it’s only a matter of time before Google does start associating cookies based on race, religion, sexual orientation or health. Those are very specific demographics to be able to target. This policy may sound alarming, but that doesn’t mean that you can’t decide on how much you’re willing to share. It’s about finding the blend between how much you value your privacy and which services you’d like to use that Google has to offer. Many of services/features of Google are enhanced by sharing information. You have go into the Google Dashboard to review and control the information stored in your Google Account and decide your threshold of pain.

I am going to draw the line at the DNA mouth-swab.

"If looks and locks could kill"

So there I was just minding my own business trying to read an ArtInfo (now brought to you by Blouin) piece on the 2013 budget proposal for NEA (National Endowment for the Arts) when a Mr. Porter (men’s Net-a-Porter) skyscraper banner caught my eye. Was it the handsome man, the clean art direction, his name, or just the intrusive nature of online display (aka banner) ads? Well truth be told, I should not be bashing banners as they pay the rent – or some of it.

So what’s all the hype? Well the attractive man is Marlon Brando’s grandson who is a graduate medical student and, thanks to Mr Porter, now positioned as a men’s fashion opinion leader. If you scroll over the banner you can play a short embedded video where Mr. Brando (don’t imagine he has a hard time getting a date) whilst on the beach speaks to his younger days with his grandfather and how Marlon taught him that “being comfortable is the best thing itself.” Good advice Don Corleone and nice way to speak to the notion of being comfortable in the clothes you’re in …. right? So it positions Mr Porter, despite being a highly affluent fashion/luxury brand, as quite approachable seeing that the clothes are comfortable to wear inward and outward.

If you do click through to the website www.mrporter.com you arrive at a very attractive, clean and sophisticated homepage that offers nice balance of content and product depending upon what strikes your fancy. I read about Mr Yo Shitara’s office, Paris in the Rain “looks” and even bought a Drake’s Tussah woven-silk tie. So there you go folks, it works and to think I just wanted to read about art’s funding for middle America and I end up with another expensive tie.

Here is my story.   After an exhausting and grueling day of fighting the hustle and bustle of New York City, I decided to lie down and skim the pages of the new GQ and Details magazines.  I turned one of the countless “I WISH I were that tall…I WISH I had that coat…I WISH I had the money to purchase that.” pages and read, “There’s A Supplement For That….” I quickly sat up and read the list of vitamins that would improve my health and appearance. I then researched the internet to see what people were saying about these particular vitamins.  The following day, I followed their advice and bought the majority of the vitamins and supplements I had read about the night before (I know, I am a sucker). But these publications inspire me…NO…I take that back!  They psychologically manipulate me.  Do I lack self-control? Am I easily persuaded? Or do I want to become more than this 5’6’’ frame is incapable of becoming, like adding more inches to my height?

As consumers, why are we so eager to purchase all the “must-haves” presented by the noise from the media that engulfs our daily lives?  As Millenials, social media has played an active role in our lives since birth.  We have become the consumer powerhouses who value user-generated content.  And in an interesting twist, we have come to value the opinion of complete strangers.

According to econsultancy.com, socially-dependent Millenials require more input from outsiders rather than listening to the opinions of friends and family.  Whereas Boomers, will be most affected by the opinions of friends and family.

And right now, many brands are playing catch-up.  Millenials often understand social better than the brands who are trying to reach them.  As Millenials grow older, we will have more spending power and have the ability to make their our own rules of commerce.  If brands want a stronger connection with their younger consumers, they need not wait to jump on the social media wagon in smart and strategic ways.

Some companies are taking advantage of social and using it to create brand awareness to reach out to their current and new customers. Take a look at one of my favorites, Nordstrom, they know the power of social and the importance of using it as a platform to interact with customers and fans.  Nordstrom created a team dedicated to the curating their pin board on the new and highly addictive Pinterest to showcase trends and different products.

Apart from owning every issue of GQ and Details magazines since 2007, social media has intensified my poor purchasing habits, made me more aware of brand recognition, connected me with crazy relatives and brought on new found relationships with perfect strangers.

Times are changing and I can’t wait to see what my favorite brands will do socially to hang onto my money and interest.

57% of affluent shoppers are expected to buy gifts, with the usual most popular items prevailing, such as flowers (29%), gift cards (19%), jewelry (15%) and electronics (13%).  And luxury brands are creating specialized initiatives to make sure they’re serving their customers.

In addition to some of the more traditional advertising campaigns, a few luxury brands are using the 14^th to help their customers and fans express love in some unexpected ways.

Moet & Chandon launched a creative Google Maps mash-up, encouraging fans to chose any location in the world to tag with a love note and send as a Valentine via Facebook, Twitter or email.  The program supports their specialty Rose Imperial bottles, which come with a pen that allows you to personalize the bottle.

Michael Kors is asking friends and fans to share the spirit of Valentines Day by using the Twitter hashtag #FallingInLoveWith to share all the things they’re loving right now. The brand posted a look book of thing’s that drives back to a curated e-commerce “Falling In Love With” collection.

Some more mass brands are jumping in on the fun too. Have you seen Starbucks AR Coffee Cups or Heineken’s Matchmaker App on Facebook?

We’re certainly feeling the love.

So it was fun to see what New York’s subway graffiti set did with the stark-white advertisements for Season 4.  We’ve spotted a series of graffiti-tagged images online and on our commutes, like the one below …

… and so I decided to join in on the fun with some (digital versions) of my own.  Take a look:

 

 

 

And how about combining one phenom with another ….

 

 

Have you seen these around the city? Which one was your favorite?

“The latest advice on child-rearing, baby products and prenatal yoga stretches is not being found in conversations over the picket fence but rather in Twitter messages, blog rolls and on Facebook walls (New York Times).”

Recently, our PR team Vice President, Elizabeth Hewitt returned to the office from maternity leave. The New Year has already greeted Elizabeth with plenty of revelations-one in particular, how her relationship with media has changed since becoming a mother.

I asked Elizabeth to share some thoughts on how her perception of social media especially has evolved since motherhood. The power of mommy blogs is no new thing, however it really is interesting to consider that these platforms are truly transforming into the new way to converse and seek advice from fellow parents.

Elizabeth offered some great insight into her experience as a new mom in the world of mommy bloggers and online community. I forgot to mention the best part… super cute baby pictures!

1. How has the way you consume media changed after becoming a mom?

The biggest change is the amount of time I have. Gone are the days when I can leisurely browse through magazines and make the Sunday paper last a whole morning. I’m reading a lot more online and on my iPhone. I’ve also watched more daytime TV than ever before. Not in a couch potato way but I have it on in the background when I’m home with my daughter, Amelia.

I’ve learnt a lot. Mainly that at Sharp many of our pitches to the national morning and daytime shows (TODAY, GMA, Ellen, etc.) are way too sophisticated. I don’t mean that in a derogatory sense but it’s been a good refresher that we really have to keep ideas broad and simplify the information for their mass audiences. I also am a new subscriber to Parenting magazine (it came free with a book I bought!)

2. Has your perception of mommy bloggers changed even more so after motherhood?
Yes, definitely. I trust them a lot more (the good ones that is.) You can buy every newborn and parenting book but chances are your baby hasn’t read them. Amelia has most definitely not! Tried and tested tips and advice from other moms whether in the form of a blog or otherwise has been invaluable.

3. Do you rely now more on social media to stay a part of the new-mom community? If so, in what ways?
Absolutely. I joined two online networking groups, HRP Mamas (stands for Hudson River Park, meaning Tribeca and below) and Brooklyn Heights Parents, bridging both my old and new neighborhoods (I moved at 8 ½ months pregnant and seriously don’t recommend it!) I was amazed not only by how many members each had but also by how active they were. I’ve met other new moms, attended play dates, traded advice, signed up for baby yoga classes, bought a second hand swing (total lifesaver!), even found our nanny on there so that I could return to work part-time this month.

4) Do you still consider the five mommy blogs you listed back in September to be your favorite? Any others you’d like to add to the list?

I do still consider them my favorites and I’d maybe add one or two more sites. I love design and while I was pregnant I really enjoyed scouring these blogs for cute nursery ideas and accessories. It was one way of satisfying my crazy nesting instincts! Now that Amelia is here, I am reading blogs for much more useful, should I say practical, information. Is she just being fussy or does she have colic? She keeps spitting up, could it be reflux? Is it okay to give infant Tylenol after her shots? About 90% of my reading and searches are health driven. Sometimes even when you can’t find an answer its good to know you are not the only crazy new mum out there asking the questions. BabyCenter.com has been a tremendous resource.

Thank you, Elizabeth for sharing your insights and experiences as a new mom consuming social media! Now, ladies and gentleman, the moment we’ve all been waiting for. The adorable, Amelia! By the looks of it, the mommy blogs’ advice is doing this little one well! Look at that face ☺

So, after you dazzled your friends, family and colleagues with the Top 10 of all time what do you need to know about last night for this week’s water cooler?  Well let’s just say “A” is for Audi and “E’ is for Echo and the Bunnymen.

This spot by Venable, Bell and Partners nailed it and when I say “it,” I mean a lot.  Yes it leveraged the pop culture obsession with vampires (which is not dated, how can you date a vampire?) a la Twilight and True Blood along with a haunting sound track “Killing Moon,”  but in such a clever manner to pay homage to a automobile line but more importantly tout a very specific yet relevant product attribute – the headlights.  See for yourself.

The spot sets up the Quattro beautifully even in the dark, and subtly hints at performance attributes (I mean the guy is delivering o+ to the party) while building a story which seems dark at first but soon very amusing in a surprising kind of way, leaving you to quickly sort out what happened in a gorgeous product reveal where the car appears more menacing than Darth Vader (wait doesn’t Audi own Volkswagen or vice versa?).  In the words of Echo and the Bunnymen -“Fate up against your will through the thick and thin” it appears that an Audi will wait until you give yourself to them.

Thanks for tuning in – let’s set a date for the Oscars.

Number 5. “Girlfriend/Wolf” – E-Trade 

This campaign and the accompanying spots never seem to get old, what with the well written copy and scalable story lines for new product introductions.   They’re not just funny, though, as they do in a very simple manner break down the fear barrier as it relates to online trading.  It’s not caveman easy but so easy a baby’s doing it and his accomplishments high chair or crib-side  speak to the charge that comes from handling your own portfolio/trading.  See if you can catch the pop culture reference in this one.

Number 4. ” When I grow Up” – Monster 

While job search site spots have been omnipresent the last 10 years or so no one has struck more of an emotional core than Monster’s from 2007.  They take it a step further by not just identifying your frustration with peers, “superiors” and the workplace but rather mocking the status quo of professional complacency – the trials of  middle management and cow-towing to bosses.  There is something very entrepreneurial about the message and the kids’ deadpan delivery  of “what they want to to be when they grow” up is classic – funny and chilling all at the same time.  It makes you think that’s for sure.  Do you wan to to be a “yes man, yes woman, yes sir right away sir?”

Number 3 – “Mean Joe” – Coca Cola

I mean how could you not love this spot? It would be “un-American.”  You all know it, young, old and in between – so admit that you love it.  I actually remember the spot as a kid and thought – “Wow that would be cool to have his (Mean Joe Greene) jersey,” but more so that a Coca Cola can literally address behavioral issues, as attested by a hobbled and cranky Mean Joe Greene.  Funny how things with sugar (see earlier #7 Snickers spot) can change you.   The jingle is brilliant (consider the time 1979) and the copy “Coca adds life, have a Coke and a smile” says it all.

Number 2. “Cat Herding” – EDS

So the ranking of this may indeed surprise you but I have my reasons.  First of all it’s of  the more clever analogies ever used in advertising – not just funny but spot on when it comes to data and the need for the best digital solutions.  The thing is that this spot was years before it’s time in identifying what would become a critical if not number one need for all businesses.  The actors are great, the film beautiful like a real western or at least a Billy Crystal one and the writing hilarious, take for instance - “When you bring a herd in and you ain’t lost a one of them there ain’t no other feelin’ like it in the world.”   Then of course there are the shots of cats crossing the rivers and a cowboy who is allergic to cats.  Yes, the payoff is at the very end, and I did speak earlier to that risk, but this spot is so captivating that when even you watch it for the first time you want to know who its and when you find out three letters are branded (couldn’t resist) in your mind … EDS.

Number 1 – “1984″ – Apple

So this may come as no surprise at this point that Apple’s “1984″ is the greatest television advertisement of all time.  People in the”the industry” still talk about it at the water cooler, and the best part about it was that it was not even supposed to really run.  At the last moment the Apple board got cold feet and they sold off most of the Superbowl inventory save for one :60 second spot which ended up making history.   While the spot is somewhat bizarre, even creepy in it’s Orwellian mockery, what’s so genius (yes genius it is Apple) is how it nails the Apple strategy and end benefit of iconoclasm.   Sure apple is about empowering creativity but what you get from that is the ability to think and be different.  Kudos to Lee Clow (Chiat Day) on this one and to NBC for not letting them (Apple) get out of that last :60.  1984 was definitely not 1984 nor was any year after thanks to Steve Jobs and Apple.

Well folks, that’s it, my proverbial two cents (if you missed it, here are numbers 10 though 6).  I hope you had a half as much fun reading as I did writing, makes me realize why I do really love this business, an industry where god and Client willing you get to be super strategic and wildly creative.  Feel free to drop me a line and I’ll be back on Monday to give yo my assessment of the new work (well most has been leaked already).  Until then Go Big Blue.

However, this past Monday I felt that familiar pang of enthusiasm as I witnessed the first ever Presidential Google+ Hangout with President Obama, which acted as a “virtual town hall meeting.” Not only was it a remarkable first for social media, but when was the last time you—or any of us—felt a real exchange taking place with the President (or anyone in office?).

Throughout the Hangout, the most significant display of citizen/government interaction came from Jennifer Wedel, a 29-year-old mother of two living in Texas. Wedel focused her questions significantly on her husband, a professional engineer who has been out of a job for three years. She questioned Obama regarding H1B visas, the future of higher education, and how he intended to help the struggling middle class in America. No easy requests for Obama, he was still able to provide Wedel with what appeared to be genuine and honest answers.

Certainly this type of forum is the perfect platform for a charismatic and well-spoken president such as Obama. Beyond this, I think at a time when our country is going through some growing pains in its “rebellious youth”, it helps to have a connection or direct link with our leaders to establish a better sense of unity among U.S. citizens and to feel as though the government is there to listen and serve the people. As a result of this forum, Wedel, a self-proclaimed Republican, actually conceded that she would be voting for Obama this election year. How often does that happen?

It would be nice to see these types of public forums via Google+ or other social platforms take place more often. Social media has become such a regular part of our everyday lives, that we can take for granted the real genius of it at times. Think about it: The President of the United States of America, and five regular Joes…just “hanging” out.

What did you think about this first Google+ Hangout with President Obama?

Yes, it’s a big game for the New York Football Giants and the New England Patriots but it’s just as big a game for advertisers and their brands.  The cost ($3.5mm for :30) the stage (50MM households watching)  and the post game effects (everyones a critic and with social media …).  It’s enough to make you happy with a fractional print ad in the back of Reader’s Digest (is that still around?). Probably one of the best ways to “judge” effective advertising on Super Sunday is to take a walk down memory lane and identify some of the greats from years past.  Now mind you I realise better than anyone that advertising is subjective.

What moves some (hopefully to consideration or purchase) doesn’t necessarily others, which is fine and what makes great advertising much more difficult to create.   That being said, it will help if we follow some key criteria here.  We (nor the brands) are not in it just for a laugh or shock value but rather to hopefully create  an immediate and lasting impression that somehow benefits the brand product or service in both the short and perhaps even long term.  So acute awareness of a new product or brand extension’s benefit, reinforcing precious brand equity for an established brand or even a combination of the two.  There needs to be an emotional connection made during those :30, :60 or god help us :15 seconds that makes us respect, feel good about and desire that brand.  So enough of the brand speak, lets review what I think are top 10 of all time.

Number 10.  Pepsi Can – Pepsico   

I remember this clear as day and not because it featured Cindy Crawford 20 years ago, but rather because the spot with it’s bait and switch forever burned  the new Pepsi can into our minds.  I may have even tried a Pepsi the next day.

Number 9.  ”Shot Lock” – Master Lock

“On December 5th, 1973 in California, at a rifle range outside Los Angeles, a high powered 30 caliber rifle…”  Well I don’t want to ruin it for you if you don’t know the spot, but suffice to say they shoot the lock at 40 yards and despite taking a direct (big hole in middle of padlock) hit the lock does not open “Repeat, did not open.”  It was a very simple demo but one that left a lasting impression and was forever linked to Master Lock.  There simply was no other lock to buy once you saw it.

Number 8. “The Force” – Volkswagen Passat

So I doubt this needs much explanation if you have lived on planet earth or beyond.   The :60 spot created quite a buzz last year and rightfully so with a story that related to the whole family – moms, dad’s, kids, baby’s and dogs alike.  So if it was so brilliant then why such a low(er) ranking?  Well there’s more to come but there was a slight flaw in that the product was not revealed until the very, very end (I sound like a Client) which can be tricky in the automotive category, and more importantly there was no distinct product benefit save for a remote engine ignition.  So could have Audi (yes, it’s the parent company) or Toyota or Honda done this?  Yes, but somehow it just fits with the Volkswagen brand personality and as a result it did create buzz for a new model.  Plus, 8 of all time ain’t that bad.  Watch it again, it never gets old which is gold.

Number 7. “Betty White” –  Snickers

So the question is did this spot do more for Betty White or Snickers?  Well both.  While this spot is wildly entertaining and memorable (yes great brand linkage with product demo) what makes it super is the sound execution of the product benefit.  Eating a Snickers not just picks you up but brings you back to being yourself.  As a result it “Satisfies,” not just in the physical and emotional rejuvenation it provides but doing so in such an enjoyable fashion – that great snickers taste of chocolate, caramel and nuts.  Betty White as the executional device is so unexpected, at first shocking but then all in good fun especially when she talks smack.  I can’t decide whether to laugh or go get a Snickers, maybe both.

Number 6. “Frogs” – Budweiser

Remarkably simple but remarkably effective, this 1995 spot launched a campaign that ran for almost 10 years.  Sure there was no product attribute or taste benefit touted, just good old fashioned brand reinforcement for “America’s” beer brand that was under constant competitive fire for market share.  People were walking around reciting the frogs – repeating the brand name over and over.  The frogs and their character offspring (Louie and Frankie the lizards and a ferret hit man) became national celebrities and made sure that Budweiser was always top of mind with consumers.

Well folks that’s it for now.  Feel free to weigh in, remember advertising is subjective at the end or beginning of the day.  We’ll be back with the final 5 later in the week and maybe some predictions for the big day.