• Brands looking to hire more marketers despite Brexit uncertainty

    Brands are looking to hire more marketers as efficiency improvements, upbeat sales forecasts and planned product development leaves companies feeling positive.
    According to Marketing Week’s exclusive question in the IPA and IHS Markit’s quarterly Bellwether report, a net balance of 17.2% of companies say they anticipate jobs growth over the next three. That is up from a low of 11% in the prior quarter and 15.5% a year ago.
    It is also the highest level since Q2 2017, when the IPA beg
  • Sarah Vizard: Huawei has the products, now it needs the brand to match

    Huawei launched its new flagship smartphone, the Mate 20, as only tech companies know how – at a huge event at the Excel Centre in London yesterday (16 October) that had the requisite pop star performances, product demos and fawning bloggers.
    Ostensibly a press conference, it was clear the audience was at least in part made up of people already converted to the cult of Huawei. Each new product announcement was greeted with rounds of applause and whoops of joy, while features including its
  • Heineken: We don’t understand our shoppers well enough to succeed online

    Heineken admits it is struggling to keep pace with the shift to online, held back by a lack of data, not enough collaboration and marketers not investing in the right places.
    Ghislaine Prins-Evers, the Dutch brewing company’s global head of ecommerce, believes the grocery sector is at a “tipping point” in terms of the importance of online. But says the sector is still grappling with ecommerce and how best to reach customers online.
    “For Heineken to be successful in ecomm
  • Mark Ritson: 10 lessons all marketers should take from Direct Line’s brand strategy

    Last week was a busy one for marketers. In addition to the Festival of Marketing, the IPA was running Effectiveness Week, the pinnacle of which is the Effectiveness Awards.
    Congratulations is due to all the winners, especially Audi and BBH for taking home the grand prix, but it was the Direct Line Group (which includes the Churchill, Privilege, Green Flag and Direct Line brands) and its gold for ‘best new learning’ that struck me as the most fascinating win of the night.
    Reading its
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  • Three looks to reverse ‘brand rejection’ with launch of ‘premium and playful’ campaign

    Three has ditched the hybrid animal mascots for its latest campaign as it looks to overcome a “perceived reputational issue” by taking a more grown up approach to marketing.
    ‘Phones are Good’, which launches today (17 October), is designed to “stand for something” and appeal to consumers who have perhaps dismissed the brand in the past.
    Three’s CMO Shadi Halliwell tells Marketing Week: “Customers recall Three ads as being targeted at someone
  • Marketing budgets rise at weakest pace in nearly three years

    Brands increased their marketing budgets at the slowest rate for almost three years in the third quarter as uncertainty over the UK’s future trading relationship with the European Union allied with concern over economic slowdown caused cautious companies to put spending under greater scrutiny, according to the latest Bellwether report from the IPA and IHS Markit.
    Although a majority of marketers in the survey of 300 senior marketing professionals reported an upward revision in budgets in
  • Breast enlargement ads shown during Love Island banned by ASA

    Ad watchdog found cosmetic surgery was treated in an ‘irresponsible and harmful’ wayAdverts for breast enhancement surgery that were shown during ITV Two’s Love Island have been banned by the advertising watchdog after it backed campaigners who complained they were exploitative of young women’s insecurities.The commercials for the firm MYA, which depicted women dancing and laughing around a swimming pool and on a beach and a boat, were labelled “irresponsible and ha
  • Marketoonist on marketing technologies

    Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
    See more of the Marketoonist hereMa
    The post Marketoonist on marketing technologies appeared first on Marketing Week.
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  • Marketing Academy Fellowship open for applications

    Applications are open for the Marketing Academy Fellowship, a free nine-month programme aimed at developing senior marketers into senior management.
    The coaching and learning programme, developed in partnership with McKinsey & Company, consists of three residential events covering the skills and leadership capabilities required to become a CEO and sit on a board.
    Highlights include a ‘CMO to CEO’ leadership element led by leadership expert and Marketing Week columnist Thomas Bar
  • The outsider’s view of marketing effectiveness

    Marketers may have their own view of what makes effective marketing, but that needs to match up with the company’s view of success.
    In the third episode in this series on marketing effectiveness, created in partnership with Thinkbox, we get the outsider’s view on marketing, speaking with CEOs and finance bosses to understand what they’re looking for from their marketing department.
    For Mary Basterfield, UKTV CFO, marketing effectiveness comes down to the “relationsh
  • WPP in talks to buy FT's London HQ in £90m-plus deal

    One Southwark Bridge could become ad group’s head office in break from Sorrell era WPP is in advanced talks to buy the Financial Times’s London headquarters for more than £90m in another significant break from the Sir Martin Sorrell era.The media and advertising group is understood to be close to striking a deal for the building, as new its chief executive, Mark Read, continues to ring the changes after the company founder’s abrupt resignation in April. The FT is due to v
  • Meet the brands taking on ‘the asterisk’ in the war against plastic waste

    Since BBC’s Blue Planet II highlighted the damage plastic pollution is having on our marine life, consumers have been scrambling to become more environmentally friendly.
    But the wide array of symbols on household packaging is confusing people, not helped by the fact that different councils provide different levels of recycling.
    So while consumers are increasingly trying to dispose of plastic correctly, many are unaware that more than half of the packaging they put in their recycle bi
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  • Facebook cracks down on ‘dark ads’ by British political groups

    Social network hopes launch of transparency tools will restore trust after series of scandalsFacebook will no longer allow British political groups to publish “dark ads” on its network, in an attempt to restore public trust after the Cambridge Analytica scandal and questions over its influence on the Brexit referendum. Related: Facebook 'dark ads' can swing political opinions, research showsRelated: The great British Brexit robbery: how our democracy was hijackedContinue reading...
  • Global’s move into out-of-home offers advertisers scale and simplicity

    Last month, Global surprised the advertising industry with the double acquisition of Primesight and Outdoor Plus. Then, late into the afternoon on Friday (12 October), it bought Exterion Media, the out-of-home business that has the contract with Transport for London for the underground and bus network.
    The deals give Global close to a 35% share of the UK outdoor advertising sector, making it a serious player in the out-of-home space and a genuine rival to the UK’s largest OOH adverti
  • Global hopes to offer scale and simplicity with move into outdoor

    Last month, Global surprised the advertising industry with the double acquisition of Primesight and Outdoor Plus. Then, late into the afternoon on Friday (12 October), it bought Exterion Media, the out-of-home business that has the contract with Transport for London for the underground and bus network.
    The deals give Global close to a 35% share of the UK outdoor advertising sector, making it a serious player in the out-of-home space and a genuine rival to the UK’s largest OOH adverti
  • ISBA tackles fake followers and content labelling with new influencer marketing contracts

    ISBA is updating its influencer contract to make it a “much more serious tool” as it looks to help brands tackle issues such as content labelling and follower fraud.
    The new suite of contracts includes the first framework for micro-influencers and updates to the contracts for brands working directly with celebrity and social talent and those working with talent agencies.
    The aim is to bring a more commercial view to these contracts after research carried out by Gravity Thinking for
  • Digital ad spend, shop footfall, video: 5 killer stats to start your week

    1. Video makes up a quarter of US digital ad spend
    Video is predicted to account for 25% of US digital ad spend, reaching $27.82bn this year.
    Facebook (including Instagram) will account for almost a quarter (24.5%) of all video ad spend, ahead of YouTube (11%), Twitter (8.1%), Snapchat (1.4%).
    However, in regard to revenue share, just 29.8% of Facebook’s ad revenue will come from its video platforms whereas Twitter will derive more than half (55%) of its total US ad revenues from video.
    S
  • ‘Brands should stop seeing age as a defining feature of the over-50s’

    The over-50s feel misrepresented and ignored by advertising because advertisers just see their age, rather than taking into account attitudes, lifestyles and lifestages.
    New research conducted by Gransnet and Mumsnet among 1,028 of their users finds 78% of those aged 50 or over feel under-represented or misrepresented by advertising. This is worst for technology brands, cited by 87% of those questioned, followed by fashion brands (84%) and the entertainment industry (79%).
    Nearly two-thirds (62
  • Tesco uses Clubcard data to help people eat more healthily

    Tesco is using Clubcard data, marketing and partnerships to try and influence the choices its customers make in-store and encourage them to make healthier decisions.
    Research carried out by the supermarket found that seven in 10 families believe supermarkets can help them make a better choice when it comes to health and nutrition, while 27% agree they get confused about what is healthy and unhealthy. This is as regulations around junk food are tightened and rising figures of childhood obes
  • Shell, Topshop, Sears: Everything that matters this morning

    Shell to ramp up clean energy drive
    Shell is looking to “turbocharge” its move into the clean electricity market, having pledged to cut its carbon emissions by a fifth.
    CEO Ben van Beurden says the pledge is about the “longevity” of the company and is therefore an “existential issue” and “not about being altruistic”.
    “It is a highly charismatic part of our business, but it’s also very small,” he told The Sunday Telegraph.
  • Netflix, LadBible, Uber: Everything that matters this morning

    Netflix adds seven million new subscribers
    Netflix has posted stronger than expected growth in the three months to September after adding nearly seven million new subscribers. This brings its total number of members worldwide to more than 137 million.
    This level of subscriber growth, which includes one million new members in the US and almost 5.9 million abroad, sets a third quarter record for Netflix. The streaming giant also saw its revenue rise by 34% year-on-year to nearly $4bn, as profits
  • Netflix, Asos, LadBible: Everything that matters this morning

    Netflix adds seven million new subscribers
    Netflix has posted stronger than expected growth in the three months to September after adding nearly seven million new subscribers. This brings its total number of members worldwide to more than 137 million.
    This level of subscriber growth, which includes one million new members in the US and almost 5.9 million abroad, sets a third quarter record for Netflix. The streaming giant also saw its revenue rise by 34% year-on-year to nearly $4bn, as profits
  • Facebook, Airbnb, Tesco: Everything that matters this morning

    Facebook ups transparency for political ads
    Facebook is looking to crack down on ‘dark ads’ published by British political groups through the introduction of a series of transparency tools that it hopes will help restore trust following the Cambridge Analytica scandal.
    All political advertisers must now prove their identity, and as part of the changes all paid-for political content will automatically be logged in a public advertising library for up to seven years, so ads will no lon
  • Competition regulator considering UK digital ad market inquiry

    CMA remarks add to pressure on Google and Facebook, which dominate £13bn marketThe chief executive of the UK competition regulator has said it is “actively considering” launching an investigation into the digital advertising market.The comments from Andrea Coscelli of the Competition and Markets Authority (CMA) are the latest example of growing pressure on Google and Facebook, which dominate the £13bn UK market. Continue reading...
  • MoneySuperMarket drives growth by switching focus ‘from revenue to relevance’

    Price comparison site MoneySuperMarket has flipped its approach “from revenue to relevance” as it puts greater focus on customer experience and driving long-term growth.
    The brand had been sending millions of emails to customers each week, regardless of whether they were relevant, which chief customer officer Darren Bentley likens to “throwing enough mud at the wall in the hope some of it sticks”.
    Talking at the Festival of Marketing yesterday (11 October), he said: &ldq
  • More rigorous guidelines are needed if influencer marketing is to weed out the ‘bad apples’

    As influencer marketing matures and budgets continue to rise, so does the need to safeguard the integrity and effectiveness of campaigns in order to maintain consumer trust and authenticity – values at the heart of influencer marketing.
    This has been reflected over recent months by a series of industry actions calling for much needed governance to be implemented.
    Following Unilever CMO Keith Weed’s call to get rid of the “few bad apples spoiling the barrel” and the CMA&r
  • Reckitt Benckiser on its ‘challenging’ digital transformation journey

    Successfully driving digital change comes down to providing data-driven evidence, developing great agency partnerships, and creating a shared ambition with both senior people and peers according to Reckitt Benckiser’s (RB) global director of design, user & brand experience, Stephanie Verschoor.
    Speaking at the Festival of Marketing this week, she discussed the sometimes “challenging” journey she has had driving digital transformation at the FMCG giant.
    Vershoor has be
  • Samsung sees smart homes as a ‘gamechanger for loyalty’

    Brands across the tech landscape are exploring the potential for smart homes and connected devices to change the way we live our lives.
    And while we are still in the early adopter phase, Rebecca Hirst, marketing director for home at Samsung Electronics, argues that as consumers continue to interact with voice assistants and use smart entertainment products like Netflix, mainstream adoption is firmly on the horizon.
    Speaking at the Festival of Marketing this week, Hirst discussed the potential fo
  • Four ways marketers can attain influence

    For the past eight years, Omobono has completed annual research on the state of marketing for global business brands. Along the way, we have learned which channels work best, what issues marketing leaders face and the keys to success.
    In this year’s report, ‘Marketing’s Age of Illumination’, in partnership with Marketing Week, we spoke to more than 1,100 participants around the globe to reveal key insights about the changing role marketers are playing in helping their or
  • Digital transformation, brand purpose, marketers in the boardroom: Festival of Marketing day two round-up

    Digital transformation ‘doesn’t exist’
    Digital transformation is just a buzz word made up by consultants, according to Hiyacar’s CMO Sarah Kilmartin.
    Speaking at the Festival of Marketing today (11 October) Kilmartin explained that digital transformation doesn’t exist and that transforming a business, whether that is online or offline, is about human connectivity.
    “Digital is just an enabler, it’s actually about people not tech and tools. If y
  • Sir Martin Sorrell: It’s nonsense to suggest I’m not interested in creativity

    Since Sir Martin Sorrell left WPP earlier this year, much has been written about his career and the company he spent more than 30 years building. One observation often repeated is that Sorrell isn’t interested in creativity, instead focused on how he can use scale to cut costs and increase profit margins.
    However, speaking at the Festival of Marketing this morning (11 October), Sorrell said this isn’t true and that at his new company S4 Capital creativity will be “at the centr
  • How Gymshark mastered Instagram to drive instant sales

    The post How Gymshark mastered Instagram to drive instant sales appeared first on Marketing Week.
  • ITV CEO on TV advertising: We need to give CMOs the ammunition to change the conversation

    ITV’s chief executive Carolyn McCall wants to give chief marketing officers the “ammunition and confidence” to speak up about what they think is right for their budgets and push back on quarterly financial pressures from those at the top.
    Speaking to Marketing Week at the Festival of Marketing, McCall said CMOs have a “significant” role to play in changing the conversation around effectiveness and that ITV will be much more “front foot” going forwa
  • Louis Theroux on why marketing is an ‘unacknowledged art form’

    Documentary maker and broadcaster Louis Theroux believes marketing is an “unacknowledged art form”, the most intriguing aspect of which is its careful balance of “seduction and sales”.
    Speaking on the headline stage at the Festival of Marketing yesterday (10 October), he said: “There’s an aspect of marketing that I do find interesting that hinges on that combination of seduction and sales, which I don’t think is antagonistic in itself. There’s muc
  • Why Karma Cola uses ‘authentic storytelling’ to take on Coke: It means we aren’t just a product on a shelf

    Challenging established players comes down to authenticity and letting go of control, according to Simon Coley, the co-founder and creative director of soft drinks brand Karma Cola.
    Speaking on a panel at the Festival of Marketing yesterday (10 October), he said sharing the brand’s story and purpose has given consumers something to think about, which is helping it compete with the likes of Coca-Cola. 
    He explained: “How we compete against very large com
  • Helen Edwards: It’s dangerous to conflate frequency with loyalty

    ‘Loyalty’ is a phrase marketers need to be much more careful about using as they are generally not “precise” enough about what it means or “what kind of loyalty” they are talking about, according to Marketing Week columnist and Passionbrand founder Helen Edwards.
    Speaking at the Festival of Marketing in London today (10 October), Edwards reminded marketers that “when we talk about loyalty in marketing it is a metaphor”. She urged against carelessly
  • Accountability, influence, GDPR: Festival of Marketing day one round-up

    Coty sees GDPR as an ‘amazing’ challenge
    US beauty giant Coty, owner of brands such as Rimmel, Max Factor and Wella, has embraced the challenges of GDPR in a bid to reframe the consumer experience.
    Director of global data strategy, Kristina Kaganer, described the implementation of GDPR as an “amazing” opportunity to be transparent with consumers and think about the value added ways to use data, arguing that it brings an interesting element to strategic planning.
    Touching
  • Colin Kaepernick files trademark for image of his hair and face

    Move comes after Nike campaign featuring quarterbackImage could be used to market shampoo and jewelryColin Kaepernick has followed up his recent Nike campaign by taking steps to protect who can use his likeness going forward.Kaepernick, who starred in a new advert released as part of the company’s 30th anniversary “Just Do It” campaign, has filed for a trademark for a black and white image of his face and hair, according to ESPN.JUST IN: @Kaepernick7 applies for a tra
  • John Hegarty: Globalisation has hurt the marketing industry

    Sir John Hegarty believes globalisation has been detrimental to the world of advertising, leading brands to create global campaigns that can reach millions of people while reducing costs but too often mean “absolutely nothing”.
    Speaking on the headline stage at the Festival of Marketing this morning (10 October), Hegarty said: “What happened with globalisation is it became possible because of technology for people to create a campaign that worked around the world. It was done
  • GSK launches brand incubator as it shifts to ‘fail-fast’ culture

    GlaxoSmithKline (GSK) is rethinking how its organisation is structured to compete in the digital world as it faces competition from direct-to-consumer and online pureplay businesses.
    Louise Kristensen, the company’s digital and ecommerce director for Northern Europe, believes this means being very clear about both the opportunities and challenges ahead. Speaking today (10 October) at the Festival of Marketing, she identified four priorities for the organisation going forward – to im
  • Peroni champions the ‘beauty of constraint’ by doing more with less

    The more money beer brand Peroni Nastro Azzurro has to spend on marketing the more likely it is to fall for the trick of simply “doing what everyone else does”.
    Instead, the brand, which is owned by Japanese brewer Asahi, believes it can actually do better and more innovative work by exercising a little restraint.
    “We invest far less than Heineken and the big boys in this world,” Asahi Europe’s global brand director Richard Ingram said during a session at the&
  • Barclaycard’s five rules for building an in-house creative agency

    Barclaycard has created an in-house agency that now handles 85% of its creative, but Richard Atkinson, vice-president of its advertising and creative studio, believes there are certain rules brands must follow in order to ensure taking work in-house is successful.
    The creation of the team, he says, has created an army of brand guardians who get work done about 60% faster than agencies, while saving the business money in the process. But it has also meant the marketing team has to take
  • TUI launches campaign to ‘deepen’ connection with consumers a year on from rebrand

    TUI is launching a brand campaign that aims to “deepen the emotional connection” it has with consumers and strengthen consideration.
    The creative tells the story of a mother taking her disinterested daughter on holiday. At the beginning the girl is a typical teenager, playing on her phone and rolling her eyes, but over the course of the holiday she is laughing, dancing and more engaged.
    It is ambiguous whether the mother is a single parent or not and CMO Katie McAlister tells Market
  • How Macmillan made the World’s Biggest Coffee Morning even bigger online

       The post How Macmillan made the World’s Biggest Coffee Morning even bigger online appeared first on Marketing Week.
  • Nissan censured by ad watchdog over electric car claims

    Carmarker had suggested Leaf could largely replenish battery capacity within an hourThe UK advertising watchdog has ruled Nissan made misleading claims about how fast its flagship electric car can be recharged, marking the first time a car manufacturer has been censured over charging speeds.An advert by the Japanese carmaker said the new Leaf, which has a longer range than previous models, could largely replenish its battery capacity within an hour. But the Advertising Standards Authority (ASA)
  • Marketing Week Masters Awards 2018: The specials winners

    The Marketing Week Masters Awards took place at London’s Tobacco Dock this evening (9 October). The biggest of their kind in the UK, the awards cover everything in marketing from strategy through to execution.
    From the strategic challenge of digital disruption and transformation, to the societal and business challenge of increasing diversity in your team and output; from boardroom demands to extract more from less, to the challenge of building a winning marketing team – it’s a
  • Marketing Week Masters Awards 2018: The sector winners

    The Marketing Week Masters Awards took place at London’s Tobacco Dock last night (9 October). The biggest of their kind in the UK, the awards cover everything in marketing from strategy through to execution.
    Click below to see the winners of the channel awards and the special categories, including ‘brand of the year’ and ‘marketer of the year’.
    Marketing Week Masters Awards 2018: The specials winners
    Marketing Week Masters Awards 2018: The channel winners
    Sector Ma
  • Marketing Week Masters Awards 2018: The channel winners

    The Marketing Week Masters Awards took place at London’s Tobacco Dock last night (9 October). The biggest of their kind in the UK, the awards cover everything in marketing from strategy through to execution.
    Click below to see the winners of the sector awards and the special categories, including ‘brand of the year’ and ‘marketer of the year’.
    Marketing Week Masters Awards 2018: The specials winners
    Marketing Week Masters Awards 2018: The sector winners
    Branded Exp
  • Asos, Nationwide and Bodyform win top prizes at the Marketing Week Masters Awards

    Asos has been crowned ‘Brand of the Year’ at this year’s Marketing Week Masters Awards, while Nationwide CMO Sara Bennison was named ‘Visionary Marketer of the Year’.
    The awards were held at a glittering ceremony this evening (9 October) at Tobacco Dock in London, which will now play host to the Festival of Marketing for the next two days (10 and 11 October).
    In a hotly-contested category, Asos beat a shortlist that included Ikea, KFC, Quorn and the Guard
  • How Pepsi and Sky cut their KPIs and boosted marketing effectiveness

    As proving marketing effectiveness becomes increasingly important, marketers need to be able to pick the metrics that matter to show the impact marketing is having on the business. That is a journey both PepsiCo and Sky have been on over the past three years.
    PepsiCo admits it had too many KPIs, leaving the business with a “flood of information” but little insight.
    “Three years ago we were in a situation where we had as many KPIs and tracking metrics as there were combinations

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