• The List takes Advertising Week New York

    In September, Reddit co-founder Alexis Ohanian attended the Ad Age House event at the U.S. Open, where he was rooting on his wife, tennis superstar Serena Williams, who had stormed back to reach the women's singles finals from life-threatening post-delivery complications after giving birth to their daughter, Olympia, in September 2017. Williams first revealed her ordeal in a February 2018 Vogue cover story.Ohanian made news of his own with his August 12 New York Times essay, which brought the is
  • Relevancy and responsiveness: The secrets to successful brand growth

    Relevancy and responsiveness are key traits shared by the brands that have retained their place on Interbrand’s list of the top 10 most valuable brands 20 years after the ranking made its debut.
    Coca-Cola (1) topped the Best Global Brands valuation list two decades ago, followed by Microsoft (2), IBM (3), Intel (4) and Nokia (5). The ranking back in 2000 was rounded off by General Electric (6), Ford (7), Disney (8), McDonald’s (9) and AT&T (10).
    Taking into account changes to th
  • Marketing job prospects fall to lowest level yet as budgets face freeze

    Job prospects for marketers fell to their lowest levels in three years as firms look to contain costs and protect profit margins in the fact of political and economic uncertainty.
    The IPA’s Bellwether report, found that a net balance of just 1.4% of marketers expect overall employment to be higher in three months’ time compared to now. Some 65.6% expect levels to stay the same, 16.5% to see a decrease and 17.9% an increase.
    The report has asked this question exclusively for Marketing
  • Marketing budgets cut for first time in seven years as brand building takes a hit

    UK companies cut their marketing budgets during the third quarter, the first time there has been a decrease in seven years, amid heightened political and economic uncertainty.
    The IPA’s quarterly Bellwether report shows a net balance of 0.5% of marketers questioned revised their marketing budget down in the third quarter. Nearly two-thirds (64.1%) reported no change in budget, reflecting a ‘wait-and-see’ approach adopted by many in the face of uncertainty about Brexit and its i
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  • Netflix brushes off 'streaming wars' by adding 6.8 million subscribers

    Netflix says it’s ready for the “streaming wars” in its third-quarter earnings report that showed subscriber growth rebounding even as new on-demand digital video threats emerged.Netflix released its third-quarter results today, saying it has added 6.8 million total customers in the period, which increases the size of its audience to 158 million paid memberships. In the U.S. alone, Netflix added 500,000 paid members, compared to the second quarter when it lost su
  • Huggies ‘10-second’ ad claim dries up after Pampers challenge: Marketer’s Brief

    Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to eschultz@adage.com.Kimberly-Clark Corp. will permanently discontinue a claim that Huggies Snug & Dry diapers go from “Wet to Dry in 10 Seconds” (or less) following a challenge by rival Procter & Gamble Co.’s Pampers before the National Advertising Division. Huggies agreed to ditch the claim, whose fine print sa
  • Watch the newest commercials on TV from Samsung, Hulu, Old Spice and more

    Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. The ads here ran on national TV for the first time over the weekend (Oct. 11-13).A few highlights: Chrissy Teigen and her mom plan a party (sort of) around what’s streaming on Hulu. Old Spice insists there’s no place for sweat in the NFL thanks to its Sweat Defense line of antiperspirants—but apparently Montez Sweat of the Was
  • Some Halloween costumes are as inevitable as 2019’s headlines

    Appropriating brands and pop cultural icons as Halloween-costume inspiration is not all sizzle and skin (wait for it). And some are as inevitable as 2019’s headlines. Want to summon your inner homicidal protagonist? How about a joker costume, which comes in iterations for every age? Or a nightmare clown, channeling the “It” movie version of your choice?Want to dress in slimming, redacted black? Slip on the Mueller report—“Harm to ongoing matter” printed i
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  • Under Armour and Virgin Galactic unveil spacesuits

    There was a real intergalactic vibe in Westchester, New York on Wednesday morning for the official unveiling of Under Armour’s new spacesuits, made to clothe tourists traveling to space on a Virgin Galactic flight. The marketers first announced their collaboration on the suits earlier this year. Sir Richard Branson, Virgin’s founder, noted that the products have been in design for more than two years.At the event, which was held at an indoor skydiving arena, sky dancers showcase
  • Arnold Worldwide CEO Kiran Smith exits suddenly

    Arnold Worldwide CEO Kiran Smith has suddenly departed the agency, a spokeswoman for its parent company Havas North America confirmed to Ad Age.“Kiran brought many good insights to Arnold and we thank her for her contributions," Paul Marobella, chairman and CEO of Havas Creative North America, said in a statement. "We wish her much success as she moves forward in the next chapter of her career."The Havas spokeswoman said Smith's last day was on Tuesday, but she declined
  • LeBron James is now LeBurn James

    As part of Ad Age’s continuing media-about-media coverage, a quick look at an NBA superstar’s current geopolitical PR crisis: LeBron James has stepped in it—and the nation’s leading tabloid newspapers are in agreement about his punishment (part of it, anyway): He shall now be known as LeBurn James, per this morning’s front pages of the New York Post and Daily News (above). As the Post’s Yaron Steinbuch reports in a story headlined “Hong Kong protest
  • For this data-driven marketer, the measurement is the message

    The often-used adage, “if you can’t measure it, don’t do it” seems ludicrous. How could a b-to-b brand possibly measure every inflection point during a year-long sales cycle involving a buying committee of more than 10 members? What about emotional intangibles like “I just trust them more” or “I just didn’t like that sales guy?” For the data-driven marketer, these questions are simply immaterial, so long as they can quantify the pri
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  • Former Centaur boss Andria Vidler named Tag EMEA CEO

    Former Centaur Media CEO Andria Vidler has been hired by Tag to run its EMEA business.
    Marketing production services provider Tag has been expanding with the recent acquisitions of Taylor James, THP and Popcorn and the relaunch of its marketing services business.
    Vidler, who was CEO of Marketing Week publisher Centaur for six years before stepping down earlier this month, will start in January and report to global CEO David Kassler.
    Prior to Centaur, Vidler was CEO for EMI Music UK & Irelan
  • Brands risk losing billions if they don’t improve online accessibility

    Is your website digitally accessible? This relatively simple question should spark a long list of ways that your brand is ensuring disabled people don’t face barriers online, but does it?
    According to the disability charity Scope, a shocking 98% of homepages across 1 million popular websites failed to meet legal accessibility standards in early 2019.
    Speaking at The Festival of Marketing last week, the charity explained the importance of digital accessibility and underscored the fact that
  • After 30,000 connections, I’m all LinkedOut

    Mark Ritson’s professional network (artist’s impression)I am ever so slightly dependent on LinkedIn. It’s a very good source of marketing and branding perspectives and, more importantly, the only realistic way to communicate with my students.
    I’ve taught an annual class of around 600 MBA students for about 20 years now. Add to that about 2,000 executives on the Mini MBA in Marketing each year, plus the usual collection of marketing randoms I meet along the road and it&rsq
  • All the latest production moves, hires and partnerships: October 16, 2019

    Park Pictures has signed director Jaci Judelson for U.S. commercial and worldwide representation.  Judelson's Gatorade “Sisters in Sweat” spot starring Serena Williams won a Cannes Lion, two Clios and a One Show award in 2018. She has also directed spots and branded films for the likes of T-Mobile, Visa, C Spire, Staples and Avon and worked on content film collaborations with BMW, Ralph Lauren, H&M, French Vogue and GQ Magazine along with AIDS PSAs. She is also known for var
  • Five successful strategies for launching something new

    Whether you’re introducing a new fragrance for men, unveiling the latest model in your automotive line or promoting the premiere of a blockbuster film, how you launch to the public makes a huge difference in how successful these products, services or brand messages ultimately become.Done well, launches can stimulate interest, generate buzz and boost sales. When executed poorly, however, they can tarnish a brand’s reputation.How important is launch strategy? Twitter partnered with Bai
  • The 3 keys to really knowing your customers

    Marketers tend to live and die by market research. How well you know your marketplace, competition and customer is often the foundation of a great marketing strategy. It’s not too hard to know your market, and thanks to content marketing, it’s easy to see everything your competition is doing. It’s the last one -- knowing your customer -- where our traditional methods of market research are failing us. They are out of context, lagging and do not provide the tactical guidanc
  • Signs of the time: Why digital signage is on the rise

    What’s coming soon to a screen near you? Answer: AI, interactivity and much, much more. The global digital signage market – encompassing everything from mini order screens at restaurants to outdoor advertising billboards – is about to explode.
    Estimated at $18.55bn (£15.1bn) in 2018, it’s forecast to rise to $31.71bn (£25.81bn) by 2025 – a compound annual growth rate of around 8%. Other estimates put it higher.
    So why the enthusiastic investment? Let&rs
  • Fortnite returns (and yes, its blackout was a marketing stunt): Wednesday Wake-Up Call

    Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our daily newsletter. You can also get an audio version of this briefing on your Alexa device.Fortnite is back
    Fortnite, the free online video game, shut players out for nearly two days, with its online world disappearing and the screen turning into a black hole. The hit game returned Tuesday as Fortnite
  • Why learning from first-mover mistakes is key to capturing market share

    There’s been a big stink about Amazon ripping off Allbird’s shoe design. Apparently, this happens with Amazon a lot. Down the coast in Silicon Valley, Snap has a “Voldemort” dossier, which documents all of Facebook’s aggressive Snapchat feature ripoffs. Businesses have been stealing best practices from each other for decades. What they haven’t been absorbing is wisdom. Being a first mover is touted as an advantage. In reality, it’s often a curse. Fi
  • What marketers need to know about deepfakes

    Facebook CEO Mark Zuckerberg gives a chilling address, speaking directly to the camera from behind a desk at his company’s base in Menlo Park, California. “Imagine this for a second: One man, with total control of billions of people’s stolen data, all their secrets, their lives, their futures,” Zuckerberg says. The truly sinister part of this public web chat is that Zuckerberg never said those words. The Facebook CEO was deepfaked. The video was real enough, picked f
  • Behind the beer industry’s new campaign to beat liquor

    The beer industry is moving forward on a new campaign meant to combat rising competition from wine and spirits, despite ongoing hostility between the nation’s two largest brewers.MillerCoors remains on the sidelines of the so-called “Beer Growth Initiative” as a way to protest what it says are unfair attack ads by Anheuser-Busch InBev, which has called out MillerCoors for using corn syrup during its brewing process. In a new statement to Ad Age, MillerCoors said: “We were
  • MondelÄ“z Europe CMO: It’s easy to forget consumers when the focus is profit

    Mondelēz is embracing a new strategy as it looks to continue its pivot from cost-cutting to fostering growth.
    Speaking at the Festival of Marketing last week, Mondelēz Europe CMO Debora Koyama explained: “We are coming from a phase of cost-cutting and productivity and supply chain. To pivot about consumer, brands and growth, you have to be open to change and think about the business in a different way.”
    To do this, Koyama has implemented a new 70/20/10 strategy, which she s
  • Working abroad: What it takes to be a marketer in Japan

    A detail-driven market fuelled by a commitment to quality and perfection, Japan is a quirky melting-pot of tradition and future-gazing.
    Now, as the host nation of the Rugby World Cup, which runs until 2 November, and the upcoming 2020 Olympic and Paralympic Games, Japanese culture is in the spotlight like never before.
    But what about the country’s business culture and the role marketing has to play?
    In the first of a new series, Marketing Week explores what it takes to work as a marketer i
  • TimeTo ramps up efforts to tackle sexual harassment ahead of festive period

    The UK advertising industry’s response to the #MeToo and #TimesUp movements is launching a number of new initiatives as to tackle the ongoing prevalence of sexual harassment in the sector.
    The latest piece of research from the timeTo steering group and thinktank Credos reveals one in 10 people from the 232 advertising and marketing companies that signed up to the initiative have experienced sexual harassment over the last year.
    Of the 1,114 respondents, 14% of those were female aged 18 to
  • Hearst Magazines to operate Autoweek under license agreement

    New York City-based Hearst Magazines has entered into a multiyear license agreement with Crain Communications Inc. to operate Autoweek, a brand in the Detroit-based publishing company's portfolio.The deal is effective immediately, according to a Tuesday news release. Financial terms were not disclosed. Under the agreement, Hearst Autos will produce the digital publication on Autoweek.com, and the website will be hosted on Hearst's proprietary content platform MediaOS. The print publication
  • Dunkin' U.S. CMO Tony Weisman is leaving the company

    Dunkin’ U.S. Chief Marketing Officer Tony Weisman plans to leave the coffee-and-doughnut chain as of Dec. 1.Weisman, who joined Dunkin’ in September 2017, oversaw a variety of changes there, including hiring BBDO Worldwide as creative agency of record, awarding its media business to Publicis Groupe, dropping the word "Donuts" from the chain’s moniker and introducing products including updated espresso-based drinks.Until Dunkin’ appoints a new
  • Martin Sorrell airs his grievances with holding companies (again)

    The problem with holding companies is their inability to change, said S4 Capital Chairman Martin Sorrell, and the former longtime chief executive of WPP Group. He spoke on a panel moderated by Ad Age Editor Brian Braiker at the DPAA Video Everywhere Summit in New York today.Sorrell described the state of holding companies, which he said are too focused on the declining traditional media sector, as “catastrophic.” “You look at the industry and in the fir
  • Google teams up with Domino’s on special Pixel 4 deliveries

    Google is delivering thousands of its newest phones today in what can literally be described as a cheesy collaboration with Domino’s Pizza.To showcase the Pixel 4's hands-free functions, Google decided people should test out the new phones while their hands are occupied holding pizza. So Google is sending the Pixel 4 to select people across the U.S. packaged in special pizza boxes that have the device nestled above an actual Domino’s pizza.The plan has a very YouTube-d
  • Is time really up on sexual misconduct in our industry?

    The second that ex-Droga5 chief creative officer Ted Royer stepped out to make his first public appearance since the allegations of sexual misconduct and his subsequent firing in 2018, it became shockingly apparent just how little progress the advertising industry has made in addressing the MeToo epidemic.His audience? Not his peers, nor the press, nor established industry leaders, but the very type of women who are typically targeted by powerful men like him: young creatives who are building th
  • Google’s response to iPhone 11: more cameras and AI in Pixel 4

    Google on Tuesday showed how it will attempt to get its high-end Pixel phones out of their rut: A combination of familiar Apple and Samsung technology, the addition of juggernaut carrier AT&T, and cutting-edge camera and digital-assistant features that showcase the company’s lead in artificial intelligence.The new models—the 5.7-inch Pixel 4 and 6.3-inch Pixel 4 XL—have redesigned cases with a new camera bump and an additional lens alongside a much-improved display with smo
  • Watch the newest commercials on TV from Verizon, Bud Light, the NFL and more

    Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. The ads here ran on national TV for the first time on Oct. 10.A few highlights: The Bud Light king makes evening plans—which, of course, include Bud Light Platinum (“Brewed for the night,” per the tagline). The NFL promotes its “toe tippin,’ drippin,’ front flippin’” action with some clips from the fie
  • The impact of Diageo’s effectiveness focus: Marketing spend is no longer first to be cut

    Diageo has described as “profound” the shift in the belief in marketing across the business, and among its stakeholders, after embedding its effectiveness platform Catalyst throughout its marketing teams.
    Catalyst was launched two years ago with the aim of providing marketers with instant data that would help them make planning and strategic decisions on how and where to invest. The plan, as Diageo’s global marketing effectiveness director Adam Ben-Yousef highlights, was to cre
  • Media’s new role in the empowered consumer journey

    The once common myth that brand and performance marketing must exist separately has been officially debunked.Well, almost.Today’s marketers are beginning to see brand and performance through a new, more enlightened lens—meaning we’ve bid farewell to the days of thinking that performance media is all about driving response, but can’t also elevate a brand. Conversely, we no longer believe brand advertising is only designed for establishing brand identity and differentiation
  • The benefits of being a globetrotting marketer

    Every time Martina Poulopati Gerhard, global marketing and communications director at Essity, has taken on a new role it has meant moving countries.
    Her career began at McCann Erickson in Athens as an account executive, before a trans-Atlantic switch to McCann in San Francisco. Poulopati Gerhard describes her decision to work in the US as a “life-changing move” as it opened her eyes to the diversity of different cultures and “liberal, open-minded ideologies”.
    “The w
  • This is how the world ends, not with a bang but a tweet: Sports Media Brief

    Welcome to the another edition of Ad Age Sports Media Brief, a weekly roundup of news from every zone of the sports media spray chart, including the latest on broadcast/cable/streaming, sponsorships, endorsements, gambling and tech.The Undoing ProjectOne day soon, when we’re living in some sort of post-apocalyptic “Fraggle Rock,” only with wayyy more cannibalism and the puppets all have knives, we’ll tell our horribly mutated offspring about the time an NBA exec mana
  • Disney+ unleashes an epic tweetstorm. And Amazon invades Google turf: Tuesday Wake-Up Call

    Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you're reading this online or in a forwarded email, here's the link to sign up for our daily newsletter. You can also get an audio version of this briefing on your Alexa device.Disney’s power move
    Why tweet once when you can tweet hundreds of times? Disney+, the upcoming streaming service, just pulled off a clever stunt: In an epic tweetstorm, it spent hours tweeting out posters
  • Amazon nibbles away at Google's search advertising dollars

    Amazon is the only real threat to Google’s search dominance in the U.S., according to a new report from eMarketer, which forecasts that the e-commerce giant will generate more than $7 billion in search advertising revenue this year.Today, eMarketer releases its search ad report which shows Amazon grabbing more of the market, even though it is still way behind Google on the search front. Google will notch more than $40 billion in search advertising revenue in the U.S. this ye
  • Marketoonist on diversity of ideas

    Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
    See more of the Marketoonist here
    The post Marketoonist on diversity of ideas appeared first on Marketing Week.
  • CBD marketers can’t make false health promises, say feds

    CBD stops the spread of cancer. It treats Parkinson’s, Alzheimer’s and ADHD. It can help with PTSD and arthritis.These are just a few of the unsubstantiated claims about CBD that have drawn the ire of federal regulators and muddied the waters for marketers looking to build trust with consumers.“The CBD industry isn’t doing itself any massive favors right now,” says John Deschner, managing director at Condé Nast, addressing cannabis marketers at Advertising We
  • CBD can’t make false health promises, say feds

    CBD stops the spread of cancer. It treats Parkinson’s, Alzheimer’s and ADHD. It can help with PTSD and arthritis.These are just a few of the unsubstantiated claims about CBD that have drawn the ire of federal regulators and muddied the waters for marketers looking to build trust with consumers.“The CBD industry isn’t doing itself any massive favors right now,” says John Deschner, managing director at Condé Nast, addressing cannabis marketers at Advertising We
  • Ad fraud fighter Augustine Fou: 'I indict the holding companies'

    When it comes to how much marketers lose to ad fraud, no one has a bleaker assessment than Augustine Fou.How bleak? “Between 1 percent and 100 percent. There are no 0 percent fraud campaigns, that just means you’re not seeing it,” says the former marketer turned ad fraud researcher.“I indict the big holding companies,” Fou says. “They are there to maximize their own margins and profits, and those profits are driven by the volume of ads that go through their sy
  • F&F’s strategy to get in more Tesco baskets

    As the “supermarket woman” evolves, so too is Tesco-owned clothing brand F&F, which is on a mission to get itself into more Tesco baskets and out into the high street fashion sphere.
    Integral to this has been aligning itself much more closely with the core Tesco brand. It now uses Tesco Clubcard data and has launched a marketing campaign to show people that the days of poorly-designed, slightly itchy supermarket clothes are “long gone”.
    “It’s about creatin
  • Helen Edwards: ‘Buccaneering’ British business is just a political fantasy

    The Brexit torment of the past 40 months has produced a mini-lexicon of frequently repeated words that we once might barely have used in a lifetime: backstop, yellowhammer, prorogation.
    But the one that mystifies me is the adjective that surfaces when pro-Leave politicians advise on the attitude with which British business should now go out into the world: ‘buccaneering’.
    Who’s used it? Who hasn’t.
    In his Conservative Party leadership campaign, the now foreign secretary D
  • ‘Buccaneering’ British business is just a political fantasy

    The Brexit torment of the past 40 months has produced a mini-lexicon of frequently repeated words that we once might barely have used in a lifetime: backstop, yellowhammer, prorogation.
    But the one that mystifies me is the adjective that surfaces when pro-Leave politicians advise on the attitude with which British business should now go out into the world: ‘buccaneering’.
    Who’s used it? Who hasn’t.
    In his Conservative Party leadership campaign, the now foreign secretary D
  • Walmart subsidizing some vendors in price war with Amazon

    Hold on to your smartphone—the holiday price wars between Walmart Inc. and Amazon are heating up.Walmart, the world’s largest retailer, has introduced a program to temporarily lower the price consumers pay for some items on its marketplace site, where third-party vendors pay Walmart a fee to list their goods. The merchants selling on the site, however, will still be paid the same amount that was listed before the cuts, with Walmart subsidizing the difference, according to a desc
  • Disney+ tweets out nostalgic lineup for debut

    Disney+ is heading into the streaming wars ready to battle. On Monday morning, Disney+ took to Twitter to announce all the titles it will offer when the service launches on November 12, and it’s clear the video service is zooming in on a powerful marketing tactic: nostalgia.   The Disney+ Twitter account shared a brief video that flashes through a list of more than 600 titles, with a series of posts within the tweet highlighting individual films—starting with Disney classic
  • This week's agency moves, hires, and partnerships: October 14, 2019

    Serviceplan Group Middle East hired Akhilesh Bagri as executive creative director. Previously, he held positions at BBDO, JWT, Leo Burnett and FP7 on brands including HSBC, Coca-Cola, Mastercard, Emirates Airlines, HSBC, Sony, PepsiCo, Nestle and Mars.Gabriel Guedelha joins The Via Agency as senior creative, working on the Arm & Hammer, Perdue and Lowe’s business. Previously, he was a senior art director at 360i. He has also held positions at Deutsch, Saatchi & Saatchi and Wieden &
  • WPP's Geometry names new North American CEO

    Geometry, WPP's end-to-end creative commerce agency, promoted Tyler Murray to North American CEO. Murray was North American president and replaces Scott McCallum, who will become North American chairman, as part of what the agency called a planned succession.McCallum was named Geometry's chief executive of North America last year and previously served eight years as president and managing director of the agency's Chicago office. Murray joined Geometry in 2018 from DDB's Tracy

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