Portal A usurps the metaverse: Agency Brief

The video begins with an upbeat and cheerful host saying, “Facebook already has access to all my personal information and data, so why not give them access to my face,” while wearing an Oculus headset. The host then goes on to sarcastically explain how wonderful the metaverse is because users won’t have to submit to issues that have been raised about Facebook, such as misinformation, politics, or high school friends. who publish “the most angry conspiracy”. theory you’ve ever read – and then see your mom loving that same message. The video also pokes fun at some of Horizon’s design choices, such as the lack of legs for individual avatars.

“Across our team, we have a colossal dose of skepticism about Facebook running a virtual world, given the impact they’ve had on the real world — our privacy, our political systems, our relationships. personal stories and what remains of a shared version of reality have all suffered. in the hands of this company,” said Zach Blume, co-founder and president of Portal A. “Sometimes it’s enough to say out loud what everyone’s already thinking.”

Meta did not comment directly on the parody video, but it hosted an event Thursday with ad agencies where it spoke to advertisers about its plans for the Metaverse. Meta representatives discussed the brand and user guarantees it was building in virtual reality, according to agency executives in the meetings. Facebook has been working on brand safety in general on the social network, and last year it began testing new controls for advertisers to avoid appearing near content in News Feed. which offends their sensitivity.

Read more: Meta offers insight into the metaverse

Meta has been criticized for years over concerns about some of the conversations on social media, with watchdogs claiming he is responsible for amplifying hate messages and degrading civil speech. Some of those same critics are now expressing fears about the same post-Meta issues in the Metaverse. But it’s a problem Meta hopes to nip in the bud before it takes hold. It recently rolled out new tools, like a block button to prevent unwanted interactions. There is also a new force field around avatars to ensure virtual personal space is not violated.

“Privacy and security must be built into the Metaverse from day one,” Meta CEO Mark Zuckerberg said at Meta’s Connect virtual conference in October. “You will be able to decide when you want to be with other people, when you want to block someone from appearing in your space, or when you want to take a break and teleport to a private bubble to be alone.”

In previous years, Portal A parody projects on the AdHoc channel included comedic mockery of Dove’s “Real Beauty” campaign, Tronc Media’s launch video (remember Tronc?), Airbnb advertising from TBWA, Carnival Cruises’ Super Bowl ad, and other ads that collectively amassed over 2 million views.

2022 Small Agencies Awards and Conference

Another year, another small agency conference! Entries are now open for the 2022 Ad Age Small Agency Awards, the only program of its kind that honors small independent advertising agencies. This year in particular, we are looking for stores that have survived and thrived despite challenges resulting from remote working, production restrictions, customer uncertainties, etc. We’re looking for agencies that have broken through creative boundaries, engaged employees, won new clients and persevered financially, as well as boutiques that have found new ways to adapt and grow in an ever-changing world of media and marketing.

We’ve also added new categories to honor the people behind the agency’s work and success. New categories include Creator of the Year, Account Manager of the Year, Media Planner of the Year, Strategic Planner of the Year, and Goal-Driven Agency of the Year.

The deadline to enter this year’s awards is April 27, 2022; click here to apply.

The winners of this year’s Small Agency Awards will be honored in both print and online editions of Ad Age in July. An awards ceremony to honor the winners will also take place at Ad Age’s Small Agencies Conference, which will be held in person this year on July 26-27 in Chicago. Stay tuned for details on tickets to this year’s conference.

R/GA strengthens its management team

R/GA is bolstering its global creative leadership team by creating three new positions for the agency.

Gabriel Cheung is the new Global Executive Director of R/GA, where he has worked for over 14 years. He is the Global Creative Head for Nike and American Express. Chapin Clark uses the same title and has been with the agency since 2001, when he started as an editor on the IBM account. Since 2009, he has been the distinctive voice of R/GA on Twitter.

Nikhil Mitter now takes the title of Global Creative Director. At R/GA, he helped shape the experiences of customers such as Verizon, Nike, Samsung and Goldman Sachs. He previously held positions at biotech startup, AREA 17 and Tribal Worldwide.

All three will work with the team’s other global creative heads, Daniel Barak and Ari Halper, as well as global creative director, Tiffany Rolfe.

A new multicultural agency has been launched

Former ad executives from multicultural agency Lerma/ have teamed up to create a brand new agency called BeautifulBeast, which officially launched on February 15, with hubs in Dallas and Miami.

The agency was founded by Aldo Quevedo, CEO and creative president of the new company, Flor Leibaschoff, creative director, and Salma Gottfried, vice president of brand leadership. The three have worked together for more than 20 years, first at Dieste and then at Lerma. The trio said they waited until after the Super Bowl to jump in as they finished digital work for Avocados From Mexico. Mauricio Del Castillo has also been named the agency’s chief digital strategist.

“BeautifulBeast was born in the midst of the pandemic, so flexibility is a fundamental part of our DNA in every way. The world has changed and we decided now was the best time to get started because customers and talent demand a new way of working. Quevedo said.

The brand new agency has already landed its first client: the Colon Cancer Coalition.

Dear black talent

The 4A Foundation has partnered with VMLY&R to launch “Dear Black Talent”, a recruitment platform aimed at attracting diverse new talent to the industry and nurturing diverse talent as well.

Upon entering the site, users are instructed to complete a questionnaire focusing on how their skills can be used in advertising. Upon completion, they can find out more about the roles and apply for a range of job vacancies provided by partner agencies. Other launch partners include Group M, Yahoo, Partners + Napier, Kettle, Hill Holliday, Campbell Ewald, BBH USA, Leo Burnett Worldwide, Omnicom Health Group and Day One Agency.

Brooklyn-based illustrator and designer Sophia Yeshi led the creation of the “Dear Black Talent” graphics displayed throughout the site. The initiative also includes a targeted social campaign to attract talent to the site, out-of-home promotional assets and a series of promotional signs and events.

On February 25, the 4A Foundation and VMLY&R will host a virtual event providing attendees with resources and networking opportunities to find their next career choice.

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