Author Archives: Ana

What business is AirBnB in?

And more importantly, does it matter? Due to its laser-sharp focus on providing accessible accommodation to travelers everywhere, AirBnB can afford to explore adding value in its adjacent lines of business. This time, it’s making homes of amazing people accessible to anyone with enough curiosity and affection for design. In partnership with Sonos and a few other LA-based brands, AirBnB created an immersive Hello LA Facebook initiative focused on experiencing LA as unseen before. Read more…

Hermes helps you tie your scarf

These days, fashion brands are often at the forefront of digital innovation. The notorious digi-phobia of luxury brands seem all but history, and this Hermes app proves the point. Most of us can’t tie a scarf to save our lives, and this app is something that actually will come handy. Good job, Hermes.

Get yours at the iTunes Store.

100 points for Romanian advertising

Who says that Romanians don’t have a sense of humor, and more than enough cheekiness? Completely unfazed by the attempt of British Government to discourage their nationals from migrating to Britain, Romanian daily newspaper Gandul ran a campaign named “We May Not Like Britain, But You’ll Love Romania.” The ads ran on Facebook and in some British outdoor media. Score!

Source: “Why Don’t You Come Over”

Fashion mag goes green (juice)

Brand utility has become table stakes at this point. From Citibikes through Forbes Wi-Fi hotspot, brands are vying consumers through service.

Not to be outdone at the New York Fashion Week, fashion magazine Marie Claire hired a juice truck in partnership with Juice Generation and parked it right at the hub of action around Lincoln Center. Know thy audience.

Marie Claire’s Front Row Refresh

Now bloggers write native ads, too

Buying advertising from Details magazine can get you far in the digital fashion world.

In an attempt to make ads more meaningful to their style-savvy consumers, Details magazine tapped into its network of 150 men’s fashion bloggers to develop content for brands like Versace, Gucci and Prada. The posts were combinations of outfit ideas, photos and style inspiration, and were widely seeded via stylists’ blogs, Details’ Network and Details’ Insider properties, and Details’ Style Advice section of the site. The posts were also featured on Gucci, Prada and Versace social media and promotional channels.

Details Magazine

The banner ad strikes back

Banners don’t have to suck. A good example of how creativity can thrive within constraints comes from Serbia. In order to raise awareness about the local NGO dedicated to providing guide dogs for the blind, the creative team at McCann Belgrade used a full-page takeover banners to blackout all the content on the country’s major Internet portals. The only thing users saw was a disorienting mesh of sounds, not unlike what the blind people experience in a crowded public place. The synchronized blackout campaign drove users to the NGO’s site, where they could make their donation.

Strategy playbook

Everyone’s talking about responsive design, but what about responsive strategy? The world’s become a different place since first planners made their debut some 30 years back. Most importantly, it’s more open, connected and interactive. To fit in, strategy needs to become like that too. Strategy isn’t an isolated discipline or a tucked-away department that makes a cameo in the agency process by putting together a beautiful Keynote or a smart chart. Read more…

Meet Ana

Ana works as Head of Strategy at New York City-based digital shop CreateThe Group. Prior to joining CTG, Ana got a Ph.D. in Sociology and worked as a Digital Strategist at Droga5, HUGE, The Barbarian Group, Razorfish and AKQA for clients like Amex, Target, Toyota, Kraft, Unilever, Comcast, Ford Motor Company, Maybelline, and Bloomberg LP.

Ana’s work is a mix of technology, human behavior and brands. She writes for Fast Company and Ad Age, has a blog called I [Love] Marketing, and shares her thoughts on Slideshare.

Most recently, Ana served as a National Cateogy Judge for 4A’s Jay Chiat Awards for Strategic Excellence and has been one of the judges for IAB Mobile and Video Rising Stars Awards. Ana’s also teaching Digital Strategy Course with SheSays, and has presented at HyperIsland Masterclass, Miami Ad School, OMMA and SxSW.

You can follow Ana on Twitter at @andjelicaaa.