• Charlotte Rogers: 2018 is the year the founder bubble burst

    Ted Baker founder Ray Kelvin.There has long been a kind of mystique around founders, which meant their (at times) strange behaviour was explained away as simply a mark of genius.
    Ted Baker’s Ray Kelvin, for example, spent three decades refusing to show his full face in public, preferring to live in the shadow of his fashionable alter ego, while Tesla’s Elon Musk sent out controversial tweets and cooked up audacious plans for space travel.
    Once considered quirky or eccentric, the beha
  • John Lewis, Sainsbury’s, Argos: The top Christmas YouTube ads

    1. John Lewis & Partners – Elton John Christmas
    The number one in this year’s list comes as little surprise, with John Lewis’s festive blockbuster earning top spot. This year, the retailer ditched a traditional Christmas ad for an Elton John biopic. Titled ‘The Boy and the Piano’ the festive spot tells the story of how one particular gift – a piano – influenced the course of Elton’s life.
    READ MORE: Why John Lewis ‘turned left’ for
  • Vote for your campaign of 2018: The quarter-final

    Thanks to your votes we now have our top eight campaigns, which we have randomly drawn against each other to create four head-to-head battles. Vote now to secure your favourite and ensure it goes through to the semi-final.
    For a recap on all the campaigns click on the links below:
    The best marketing campaigns of 2018: Part 1
    The best marketing campaigns of 2018: Part 2
    2018 marketing year in review
    The post Vote for your campaign of 2018: The quarter-final appeared first on Marketing Week.
  • Ben Davis: The sweet spot is where strategy meets design

    Econsultancy’s Top 100 Digital Agencies report for 2018 includes a chart that I keep coming back to. The chart shows average percentage of total fee income across the top 100, split by business discipline (such as creative or technical development). This split between disciplines in 2018 is contrasted with the corresponding split in 2014, and there are several figures that jump out.SEO made up 18% of top 100 billings in 2014. That is down to 11% this year;
    Social media has been hit too, d
  • Advertisement

  • Trends for 2019: The era of social media self-regulation is over

    Speaking at a UK parliamentary inquiry into fake news in November, information commissioner Elizabeth Denham argued that the “ship has sailed” for social media self-regulation following the Cambridge Analytica scandal in March, in which it was revealed 87 million Facebook profiles had been harvested by the consultancy and used to create targeting models for political advertising.
    Denham described Facebook and others as showing a “disturbing level of disrespect” for the p
  • Trends for 2019: NLP boosts the power of chatbots and voice

    Marketing Week first predicted two years ago that “message commerce” (as we called it) would be a trend for the future, with consumers being able to make purchases, manage bookings, ask questions, get recommendations and more from within messenger apps.
    Take-up has been slow – perhaps because marketers blew too much budget too early by setting up chatbots with no clear purpose. There was a rush to develop a ‘messaging strategy’ rather than a marketing strategy. (Un
  • Trends for 2019: Marketers re-imagine the future of work

    The appetite for flexible working in undeniable. Marketing Week’s upcoming Career and Salary Survey 2019 will reveal that flexible working is very important or important to 90.1% marketers, according to a sample of 4,400 people working across the industry.
    The number of marketers who consider flexible working very important has risen from 47.2% at the start of 2018 to 53.3% in the latest survey. Furthermore, Marketing Week’s exclusive research reveals that adoption of flexible worki
  • Trends for 2019: Innovation will become faster and more flexible

    In 2019, the need for faster and more reactive innovation will become even more integral. Some companies have already realised the importance of speed and are implementing more streamlined innovation processes, but next year we should expect to see a lot of this being put into action.
    Already, larger companies are creating spaces dedicated to innovation that sit outside of the business and this will only become more common over the next 12 months.
    PepsiCo has launched ‘The Hive&rsquo
  • Advertisement

  • Trends for 2019: Effectiveness wins the battle over efficiency

    Over the past few years, we’ve seen forward-thinking brands integrate marketing effectiveness into their strategy. That has come in the form of effectiveness units, as was the case at Telefónica and Direct Line; effectiveness tools, such as Catalyst at Diageo or cockpit at L’Oréal; or insights and analytics units, as at Samsung.
    These brands are held up as examples and invited to speak at events on marketing effectiveness precisely because they are leading the pack. Ye
  • Trends for 2019: Brands stop talking about being customer-centric

    Research conducted by Marketing Week in partnership with MiQ earlier this year showed that while 42.4% of marketers think their organisation should be structured around the customer (the largest proportion of respondents), currently just 5.8% of business are actually set up this way. The majority of marketing departments are either product-centric or structured around marketing disciplines.
    Perhaps more concerning is the fact marketers rate themselves just 3.1 out of five when it comes to achie
  • Trends for 2019: Brands realise the risk of sitting on the fence

    Taking a stand on a polarising issue can be risky for businesses – you only need to look at the divisive reaction to Nike’s Colin Kaepernick ad for evidence of that – but with consumers’ trust in brands dropping, many are realising it could actually be riskier in the long-term to sit on the fence. Just 43% of the UK population trust businesses, according to Edelman’s 2018 Trust Barometer, down from 45% last year.
    More than having a ‘purpose’, this is ab
  • Trends for 2019: Brands must finally put their Brexit plans into action

    Prime minister Theresa May has finally secured deals on the UK’s withdrawal from the European Union and the nature of its future trading relationship with the bloc. However, with the likelihood of getting these deals approved by parliament in a postponed January vote looking small, uncertainty still hangs over the entire process. At this point, all options are still equally possible, including no deal, an extension to negotiations and no Brexit at all.
    But none of that has so far changed
  • Advertisement

  • Trends for 2019: Agencies under attack from all sides

    Putting aside the perennial complaints about pitches being too costly and time-consuming, the rise of the consultancies and a trend towards in-housing are now taking their toll.
    What’s more, agencies’ less-than-transparent billing model looks close to breaking point, while there’s an apparent dissatisfaction from clients about the lack of expertise for new communications channels that often inexperienced staff at large agencies possess.
    According to research by the World Feder
  • The key trends that will impact marketers’ jobs in 2019

    Click on each heading for the full analysis
    Effectiveness wins the battle over efficiency
    This prediction might be more wishful thinking than based in reality, but there are signs 2019 could be the year marketers succeed in getting their businesses to prioritise effectiveness over mere efficiency.
    Brands stop talking about being customer-centric
    Brands often talk about being customer-centric but in reality, most businesses are still not set up with customers at their core. Simply installing a c
  • An anti-capitalist hack for TV ads | Brief letters

    Hope | Anti-capitalist tips | Richard Cooke | Seat offering | Meat allergyIn a desert of lunacy and lies, Monday’s Guardian was an oasis of honesty, humour and hope. Thank you.Laurence Arnold
    Stevenage, Hertfordshire• Re “Use your TV remote” (How to be an everyday anti-capitalist, G2, 10 December), I record the TV programmes I want to watch and then fast-forward the adverts. This way, you do not have to hear or see them, apart from observing them whizzing past, and also ga
  • The marketing moments of 2018: Marketers share their views

    Katie McAllister, chief marketing officer, TUI UK and Ireland:
    “Last year we transitioned from Thomson to TUI. Throughout the rebrand we were conscious of the need to build on the Thomson legacy, while presenting the fresh face of TUI. That’s probably why the campaigns that have had most impact for me this year are from established organisations seeking to modernise what they stand for.
    “Lloyds Bank’s ‘The Running of the Horses’ was a powerful way to build on
  • Top marketers on Keith Weed’s impact on the industry

    As Unilever’s Keith Weed retires after 35 years at Unilever and eight in the top marketing role, many in the industry are taking stock of the influence he had on the company and the discipline.
    Conversations with those who have worked with him and for him, and those who haven’t, highlight his role inspiring everyone in the industry and explaining to the wider world the importance and impact of marketing.
    Colin Lewis, Marketing Week columnist and CMO at OpenJaw, says: &ldqu
  • Carluccio’s bounces back from CVA with £10m ‘brand reboot’

    The newly renovated Carluccio’s store in Dublin.Undoubtedly 2018 has been a tough year for the casual dining sector. Chains from Gourmet Burger Kitchen and Byron to Prezzo and Jamie’s Italian all took substantial hits to their portfolios, with restaurants disappearing from UK high streets in alarming numbers.
    Among them was Carluccio’s, which announced in May it would use a company voluntary agreement (CVA) to close 34 of its 103 restaurants across the UK, affecting 500 jobs, u
  • Marketoonist on age in advertising

    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 age in advertising appeared first on Marketing Week.
  • WPP advertising group to cut 3,500 jobs in £300m restructuring

    Company to shut or merge almost 200 offices worldwide in wake of Martin Sorrell’s exitWPP is to cut 3,500 jobs and shut or merge almost 200 offices around the globe as the embattled advertising group seeks to restructure after a torrid year that saw the exit of its founder and chief executive Sir Martin Sorrell.The restructuring, which will be detailed in full at a lengthy analyst and investor presentation on Tuesday, will include shutting 80 offices globally and combining operations of 10
  • Mattel’s marketing boss on giving Barbie a timely makeover

    There are very few toys like Barbie, which is loved and loathed in nearly equal measure. The tiny blonde doll whose famous silhouette has caused much controversy over the years (and was once sold with a diet book featuring advice such as ‘don’t eat’) has evolved to include a wider range of body types and spearhead campaigns to tackle girls’ low self esteem.
    The driving force behind this shift is Mattel’s chief operating officer Richard Dickson, who wants
  • Helen Tupper: Three questions you shouldn’t ask in job interviews

    I spend a lot of time thinking and engaging with others about the changing shape of work and the skills we can all invest in now so that we can continue to be successful, fulfilled and make a positive impact through our work. Sometimes I see things within organisations and the working environment that jar with the way work is evolving.
    Flexible working policies are one such example, with nine out of 10 people seeking flexible work but only one in 10 jobs with a pro rata salary of at least &poun
  • Almost £100k of public money spent on Brexit deal Facebook ads

    Government has spent £96,684 in past week on Facebook ads backing Theresa May’s dealThe UK government has spent almost £100,000 of taxpayers’ money in the last week buying Facebook adverts in a bid to convince the public to support Theresa May’s Brexit deal – only for the key vote to be delayed.The adverts were promoted with the hashtag #BackTheBrexitDeal and offered short videos promoted using civil service resources and linking to an official government webs
  • Bob Wootton: Complexity is no excuse for ignoring the failings of online media

    I first started considering the landslide wonderfulness of online media channels in the light of revelations about the (non-)viewability of ads back in 2011.
    Since then, concerns over how many online ads can actually be seen have been joined by greater concerns over whether users are blocking ads altogether; the safety of the environments in which they might appear; and whether promised audiences are inflated or even exist.
    Fortunately, either new dynamic balances have been reached (eg consumer
  • Artificial intelligence, high street sales, travel sector: 5 killer stats to start your week

    1. November marks 12th consecutive month of footfall decline
    Footfall in November fell 3.2% on the previous year, marking the 12th consecutive month of decline, as the ‘Black Friday’ effect drove more shopping online.
    High street footfall decreased 3.8%, the fourth straight month of declines with Northern Ireland the only region to sustain its growth of 2.7%. The East, South East and East Midlands experienced the deepest declines of 5.6%, 4.8% and 4.7%, respectively.
    Retail parks fo
  • Coca-Cola, Channel 4, WPP: Everything that matters this morning

    Channel 4 marketing boss Dan Brooke leaving to start own agency
    Channel 4’s marketing boss Dan Brooke is leaving the broadcaster after eight years to start his own agency with a focus on helping companies be mission and purpose driven.
    Brooke has had two stints at Channel 4. He originally worked at the broadcaster between 1998 and 20005, when he was head of marketing and development for Film4 before being promoted to managing director of digital channels.
    He left in 2005 to join Discovery
  • Brexit, WPP, Under Armour: Everything that matters this morning

    Government splashes £100,000 on Facebook ads ahead of postponed Brexit vote
    The Government spent £96,684 of public money over the past week on Facebook ads backing Theresa May’s Brexit deal, only for the Prime Minister to postpone Parliament’s vote on the Withdrawal Agreement scheduled for today.
    The adverts, which according to reports in the Guardian have been shown at least five million times in the past week, were given the hashtag #BackTheBrexitDeal and comprised of
  • Amazon, Uber, O2: Everything that matters this morning

    Amazon to bring checkout-free store to UK
    Amazon is planning to open one of its cashierless Amazon Go stores in London.
    According to a report in The Sunday Telegraph, sources say Amazon is looking for a site around the Oxford Circus area between 3,000 and 5,000 square feet in size.
    Amazon Go began rolling out in the US at the beginning of the year, with the tech giant looking to open 3,000 stores in the US and internationally over the next three years.
    A spokesperson for Amazon said the company
  • Hack your commute: Get a head start on the job hunt

    Early January is the time of the workplace epiphany, when people follow the mantra ‘new year, new you’ and start seeking new job opportunities. But chances are, if you’re likely to be making that decision a month from now, the reasons for it should be just as pertinent in December.
    While it might not seem the best time to get your head in the game of trawling through job ads and polishing your CV, there should be no time like the present.
    Once you get under way with a few appl
  • 2018 year in review: It’s been a bad year for…

    The High Street struggles for survival
    Troubled consumer confidence, crippling business rates and digital disruption have all been blamed for the battering endured by the British high street in 2018. From casual dining to department store chains, high street stalwarts have fallen into the red at an alarming rate.
    This was the year toy superstore Toys R Us and electronics retailer Maplin disappeared from the UK high street. House of Fraser also collapsed into administration in August owing nearl
  • Vote for your favourite marketing campaign of 2018

    We have randomly drawn our top 16 campaigns of 2018 against each other to create eight head-to-head battles. Vote now to secure your favourite and ensure it goes through to the quarter-final.
    For a recap on all the campaigns click on the links below:
    The best marketing campaigns of 2018: Part 1
    The best marketing campaigns of 2018: Part 2
    The post Vote for your favourite marketing campaign of 2018 appeared first on Marketing Week.
  • Unilever, Iceland, John Lewis: 5 things that mattered this week and why

    John Lewis launches biggest ever Christmas product push
    Following the launch of its Elton John biopic last month, John Lewis has now unveiled its biggest foray into product ads to-date with eight 10-second films each accompanied by a different Elton John song relating to the product.
    Think: I’m Still Standing for a Nespresso coffee machine, This Train Don’t Stop There Anymore for a Lego train, and Don’t Let The Sun Go Down On Me for GoPro.
    Aside from no doubt helping to boost
  • Meet the Founding 50: The young marketers looking to solve the industry’s looming recruitment crisis

    “You never hear a child say ‘when I grow up, I want to be a marketer’,” notes Imogen Beschi, marketing graduate at Samsung.
    Beschi is one of the Founding 50, a group of 50 marketers aged under 30 who are collaborating with the School of Marketing to change the perception of marketing among young people across the UK. The cross-industry initiative was launched with the support of Marketing Week in September 2018, and members of The Founding 50 will be going into schools d
  • Keith Weed’s legacy and what Unilever needs to do next

    As Keith Weed steps down as marketing boss after 35 years at Unilever, the company faces a turning point. Having been with the company since 1983, Weed has grown up with the corporation, seen the challenges it and the wider marketing sector has faced and helped to shape its solutions.
    Through a focus on brand purpose and sustainability, an understanding of the role diversity and inclusion can play, and the ability to question everything from the role of agencies to the efficacy of digital,
  • Unilever marketing boss Keith Weed to retire after 35 years

    Keith Weed is retiring as chief marketing and communications officer of Unilever after 35 years with the company – eight of which were spent as its marketing boss.
    As the FMCG giant’s top marketer, Weed has been a champion of sustainability, diversity and a better digital ad ecosystem for both the company and the industry as a whole.
    Most recently, he called for urgent action on influencer marketing, pledging that Unilever would increase transparency in digital marketing. He has als
  • Top tactics to maximise returns from Facebook ads

    While many ecommerce marketers are already using Facebook dynamic ads, they often target only past website visitors and overlook the wide range of other Facebook audiences. That’s a huge waste of potential.
    These marketers are missing the chance to:Target each user with the most enticing product selections
    Use the most relevant ad messages based on expectations and intent
    Bid more aggressively on the audiences most likely to make a purchase
    Exclude or bid less on audiences that don’t
  • Gambling companies deny agreement reached on live broadcast ad ban

    Britain’s biggest gambling companies have denied that they have agreed to ban adverts airing during live sports broadcasts.
    The BBC reported earlier today (6 December) that The Remote Gambling Association (RGA), which has members including Bet365, William Hill, Betfred, Ladbrokes and Paddy Power, had struck a deal to ban “whistle-to-whistle” television advertising. However, the organisation has since denied such a deal has been reached.
    RGA CEO Clive Hawkswood told iGamin
  • How Monzo’s ‘radical transparency’ approach is disrupting banking

    Disruptor bank Monzo doesn’t care about traditional media, marketing or banks. The challenger says it cares only about consumers and it’s a focus that seems to be working: the bank now has more than 1.2 million users since it was founded in 2015.
    Monzo recently toppled First Direct from its near decade-long reign as Britain’s best bank for customer service, according to a Which? annual survey. And it has just raised £20m in just three hours in a crowdfunding campaign it
  • How the NHS overcame allegations of racism to drive black blood donors

    Getting people to donate blood is not an easy task. NHS Blood and Transplant did a great job at raising awareness through its ‘Missing Type’ campaign, which saw the organisation remove the A, O and B from well-known brands to highlight the need for these blood types back in 2016. But when narrowing the search down to a rare blood type most common in one particular community the issue of reaching the right audience is magnified.
    That was the challenge for NHS Blood and Transplan
  • UK betting firms back live sports advertising ban

    Online gambling firms such as Bet365, William Hill and Ladbrokes agree ban amid fears of impact on children Online gambling companies have agreed to a voluntary “whistle-to-whistle” ban on advertising during live sports, in an effort to address concerns about their impact on children.Companies such as Bet365, William Hill and Ladbrokes would agree not to advertise during live sports, including after 9pm if the event started before the watershed. Related: Children ‘bombarded&rsq
  • Mr & Mrs Smith’s Julian Diment on why it’s a ‘golden age’ for customer-focused marketers

    Julian Diment didn’t originally plan to be a marketer. He did a law degree and hoped to be a barrister, but three days into a two-week internship at a barrister’s chambers realised it wasn’t the job for him.
    Diment admits there was no “serious moment of reflection” when he decided to go into advertising. He was working in a bar and got talking to some people who worked at Boase Massimi Pollitt (BMP, the precursor to DDB London) and who invited him to do an internsh
  • 2018 year in review: It’s been a good year for…

    Women’s sport reaches the masses
    This has been a fantastic year for women’s sport. The SSE Women’s FA Cup Final in May attracted a record crowd of 45,423, with 10,000 more fans attending than in 2017. Meanwhile in the summer England Hockey received 120,000 applications for tickets to attend the Women’s Hockey World Cup in London, with England matches oversubscribed by 40,000.
    Success on the field is attracting new audiences and fresh brand interest. Data released by the
  • Going beyond the trend: The movements influencing design in 2019

    En vogue typefaces. Fashionable photographers. Shiny new mediums and technologies. On-trend colours. You’ll see these littered through every ‘hot design trends’ piece doing the rounds this time of year.
    These fashions come and go and do of course have a huge influence on the directions brands choose to take with their content. But design doesn’t need to be ‘on trend’ to land well. The latest trend won’t be right for the huge range of brands, causes and p
  • ‘Gritty, visceral, competitive’: Formula E gears up to move away from eco-friendly image

    Environmentally-friendly motor sport Formula E is undergoing a major brand refresh in an attempt to showcase it in a more exciting, grittier and competitive light.
    Launching this week, The Fiercely Driven campaign comes ahead of Season 5’s first race on 15 December and aims to ensure the electric car championship is known for more than just its sustainability credentials.
    “The brand campaign we are launching is consistent with [our brand purpose],” Formula E’s
  • Charlotte Rogers: House of Fraser’s decision to skimp on a festive ad is a false economy

    Mike Ashley delivered a damning verdict of the British high street when he faced MPs on Monday (3 December). He claimed that mainstream high streets were “already dead” and that department stores were stuck with “prehistoric rents” set before the internet, meaning that unless something drastic is done the British high street “won’t make 2030”.
    Reflecting on his £90m acquisition of House of Fraser, the Sports Direct boss told MPs on the housing, co
  • Iceland's banned palm oil advert should have aired, says ITV chief

    Carolyn McCall said it was ‘ludicrous’ ad seen 65m times online could not run on TVThe chief executive of ITV has said she believes Iceland’s controversial anti-palm oil festive campaign should have been allowed to air on TV.As part of its festive campaign the discount supermarket struck a deal with Greenpeace to rebadge an animated short film featuring an orangutan and the destruction of its rainforest habitat at the hands of palm-oil growers. Continue reading...
  • Mark Ritson: The story of digital media disruption has run its course

    Your boss ushers you into her corner office, smiles and then hands you a two-page document. You scan it. It’s your performance review and annual pay rise.
    On page one you are scoring a solid B across all the key metrics. Not bad. On the next page is your new salary for 2019. You were on £32,942 when you walked into the office. You’ll be on £33,300 when you walk out. You’ve won a 1% rise. How do you feel?
    Probably a mixture of gratitude and disappointment. It is a ri
  • Colin Lewis: Just because brands can doesn’t mean they should

    It costs more to acquire customers than to keep them. So driving loyalty makes sense as it drives profit. You don’t have to spend time and resources going out and finding new clients — you just have to keep the ones you have happy. And there is tonnes of data to back this up: research done by Frederick Reichheld of Bain & Company (creator of net promoter score) shows increasing customer retention rates by 5% increases profits by 25%.
    So, why then do so many brands have a deliber
  • How Adidas is evolving dark social to stay ahead of the game

    Florian Alt is a self-proclaimed “football fanatic” and Adidas “life-timer”. He joined the company 20 years ago and believes both factors are key to his current role as vice-president of global brand communications for its football business.
    “I have grown up with the three stripes. My dad worked at the company so I never wore any other sports gear and it’s on the doorstep of the city where I come from,” he explains. “And I truly believe in what th
  • Martin Sorrell's S4 buys ad firm MightyHive in $150m deal

    Former WPP chief’s new group says it can now offer full range of digital marketing servicesSir Martin Sorrell has agreed to buy the San Francisco ad tech company MightyHive in a $150m (£117m) deal, his second acquisition since leaving WPP and setting up the new venture S4 Capital earlier this year.Sorrell, who set up S4 Capital weeks after being forced out of WPP following an investigation into allegations of personal misconduct, has said his new venture is just a “peanut&rdquo

Follow @advertising_uk1 on Twitter!