On a sunny Friday afternoon, just before the Hamptons rush began, Pictela chief executive officer Greg Rogers spent his workday lounging poolside at a glamorous Watermill estate, a few steps away from a swimsuit model who was posing for photos. Perhaps lounging is a bit of a stretch. But Rogers was on hand to oversee a photo shoot for Pictela, his technology company that provides brands such as Victoria’s Secret and Macy’s with premium advertising formats on the Web.
The idea that a technology company would produce a big-budget, model-driven photo shoot might be a bit confusing to outsiders, but Rogers and Pictela’s chief marketing officer, Matt Straz, wanted to show they practice what they preach to their clients. “We want to make the Web more beautiful,” said Rogers. “The video and images from this shoot will be used to promote the company across our platform. People typically think of B to B sites as functional and boring. We’re changing that.”
Pictela’s photo shoots have made an impression on retailers and led to brands such as Victoria’s Secret working with Pictela to help make the leap from a print catalogue to presenting it online. Rogers noted that 12 percent of ad spend right now is going to digital marketing. “It’s shifting but it’s moving slowly,” he said. “As the next generation of marketers emerge, we’ll see it move even more. Burberry is held up as the leader of how to do online marketing. They were our first international client, actually.”
One of the most effective ways of doing this will come by using apps. “Over the next five years you’ll see premium publishers will begin to beautify their pages and reduce the number of ads,” he said. “The future of advertising will be immersive by using apps.” He said Kohl’s uses a photo app, store locator app and Facebook feed. Procter & Gamble uses a photo app, Facebook feed and polling app to get a sense of what customers are thinking and Macy’s uses Twitter, along with photo and video gallery apps.
Pictela was given a bigger platform (and larger budget to play with) when AOL acquired the company in December. “This year, it’s all about premium brand experiences for our clients,” said Rogers.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye