Facebook’s decision to disable segments around self-reported user information, including employers, won’t significantly change the amount of spend the platform gets from B2B marketers, according to numerous agency sources.
HP has experimented with using data to power personalised display ads and, while the campaign has increased its return on investment (ROI), the lessons in how to manage complexity in digital advertising have been almost as valuable.
LBB’s Addison Capper speaks to industry locals from Barefoot Proximity, POSSIBLE, Rockfish and gyro and discovers a city ripe with creative excitement.
Back in February, gyro New York welcomed Kash Sree as group creative director. Now the agency has promoted him to executive creative director.
Where does the signal to pull your hand away from heat originate? If your answer is the brain, you’ve already been burned, writes gyro Washington, D.C. President Scott Gillum.
It’s coming. The “futurists” are saying that the hype about artificial intelligence is real. The reason, according to Andrew Ng, chief scientist at Baidu, is that AI is no long a “magical thing” but is now creating real value for companies, like Google and Baidu. Companies are now finding “pockets of opportunity” to invest in AI.
PALO ALTO, Calif. [February 14, 2017] – HP Inc. today introduced the first of a series of global initiatives to elevate awareness of the security risks facing businesses and consumers. It kicks off with award-winning actor Christian Slater and the premiere of the newly launched HP Studios’ web series, The Wolf, highlighting how corporate networks can be hacked and what companies must do to protect themselves. Watch and share the trailer and web series at www.hp.com/TheWolf.
In the series, Slater systematically hacks a company – from the mailroom to the boardroom – through overlooked vulnerabilities and poorly secured printers and PCs. This first installment reinforces that security is no longer just the responsibility of the network or is something at the perimeter, but a concern for everyone.
“As the universe of connected devices grows exponentially, so does the sophistication and magnitude of cyber attacks. Securing devices, data and identities is an imperative in driving continued confidence in technology and with whom and with what we choose to connect,” said Antonio Lucio, HP Chief Marketing and Communications Officer. “HP is leading from the front to continually make meaningful progress in securing the future of computing, and The Wolf is a creative way to raise awareness of this growing challenge for companies.”
“Christian Slater’s ability to play a charmingly sinister hacker, combined with his popularity in the cybersecurity world, make him the perfect partner to expose security issues that leave businesses vulnerable to attacks. Stay tuned for how The Wolf story evolves and helps turn threat and vulnerability into HP Secure,” said Lucio.
The Wolf is directed by BAFTA and Emmy nominee Lance Acord and edited by Academy Award winner Kirk Baxter. “Hacking is a serious and growing problem for businesses and consumers. When HP asked me to partner on this series, I thought it was a great opportunity to help educate the public about how to better protect against cyber attacks,” said Christian Slater.
Giant Spoon and gyro are the agencies behind the campaign.
Over the coming months HP will be elevating its commitment to reinvent security through a broad range of partnerships, events and product innovations for the most secure devices, solutions and technologies.
For more information about HP Secure, visit www.hp.com/go/reinventsecurity
HP Inc. creates technology that makes life better for everyone, everywhere. Through our portfolio of printers, PCs, mobile devices, solutions and services, we engineer experiences that amaze. More information about HP Inc. is available at http://www.hp.com.
As the world’s first full-service global creative B2B powerhouse, our mission is to create ideas that are humanly relevant. gyro is Advertising Age’s 2016 B2B Agency of the Year and the BMA’s 2016, 2015 and 2014 Global B2B Agency of the Year. Our 700 creative minds in 16 offices work with top companies, including Aflac, Danone, eBay, Google, HP, John Deere, TD Ameritrade, Teva, USG and Vodafone. gyro is a part of the Denstu Aegis Network, which is the 2017 MediaPost Holding Company of the Year. www.gyro.com
As buyers continue to be more equipped to do their own research during the buying process, a new wave of technology has blossomed to help aid them in these efforts. Virtual assistants—whether through voice or chat—have been creeping into the B2C landscape for some time now, but experts agree their potential in B2B is even greater.
Trey Harness with gyro breaking down the Super Bowl Ads that failed.