June 2013, Issue 176
Jill Applebaum and Megan Sheehan
The Ad Duo Who Gave Oreo An Unforgettable Social Media Twist
To celebrate Oreo's 100th birthday last year, Jill Applebaum and Megan Sheehan, then creative directors at ad agency DraftFCB, released a witty, photoshopped image of the classic sandwich cookie on Facebook every day for 100 days.
June 5, 2013
Ms. Applebaum and Ms. Sheehan, former creative directors at DraftFCB, New York, were the duo behind Oreo's Daily Twist campaign, a social program created to celebrate the brand's 100th anniversary in 100 days.
January 17, 2013
5. Jill Applebaum, creative director at JWT
Madison Avenue isn't just made up of Mad Men.
Women have had a hand in creating some of the most iconic ads in America, from the Alfac Duck to Old Spice's "man your man could smell like" to Allstate's Mayhem. And yet they only make up 3 percent of creative directors industry-wide.
February 5, 2013
NBCUniversal Integrated Media launched the Brand Power Index (BPI) in 2010 to pinpoint the 500 brands consumers are talking about the most. The BPI's methods for measuring the impact of multilayered marketing campaigns were born from some of the same techniques NBCU uses to evaluate the success of its own partnerships. Proprietary analysis—based on in-person conversations, social media chatter and search queries—is produced each quarter, then again annually. Here are the brands that saw the greatest increase in consumer interest in 2012 versus 2011, according to NBCU’s research.
January 22, 2013
Jill Applebaum joined JWT New York, part of the JWT unit of WPP, as creative director. She had been senior vice president and group creative director at the New York office of DraftFCB, part of the Interpublic Group of Companies, where she most recently was overseeing creative development for Oreo cookies, including the brand’s 100th anniversary campaign.
September 24, 2012
If, as the saying goes, an apple a day keeps the doctor away, what, if anything, does an ad a day do?
Kraft Foods, which makes Oreo cookies, and a team of agencies has been finding out since late June when they began collaborating on a campaign for the brand called Daily Twist — a riff on the “twist, lick and dunk” ritual followed by many Oreo fans. The campaign is offering a whimsical, humorous or eye-catching ad each day to the more than 27.9 million people who “like” Oreo on Facebook; the daily ad can also be seen on oreo.com, Pinterest and Twitter.
October 2, 2012
Oreo concluded its "Daily Twist" campaign live in Times Square on Tuesday, as Draftfcb and 360i creatives working in a glass box whipped up the last of 100 daily ads, with the final topic—the anniversary of the first high five—being suggested and upvoted by consumers through social media.
Jill has worked on everything from packaged goods to luxury goods. Her work has been honored at shows including Cannes, D&AD, London International Awards, AICP, Clio and Art Director’s Club. It's been featured in The Harvard Business Review, CA, ARCHIVE, Creativity, Adweek, AdAge, BrandWeek’s Best Marketing Ideas of the Year, The New York Times, The Wall Street Journal, Fast Company, Campaign, Ads of the World and more.
February 27, 2012
On March 6, 1912 — before the Titanic sailed or sank, before the first Opening Day at Fenway Park — the National Biscuit Company made its first sale of Oreo sandwich cookies, to a grocer in Hoboken named S. C. Thuesen.
A century later, the brand’s present owner, Kraft Foods, is readying a centennial celebration that looks ahead as well as back.