Marketing news

• Red Tettemer O’Connell and Partners goes “blue” for DNC in Philadelphia

  25-07-2016 23:10
  
  Sometimes, the best ideas start as a joke. As Philadelphia-based independent agency Red Tettemer O’Connell and Partners (RTO+P) discussed the Democratic National Convention, kicking off in the city today, the idea of “painting the town blue” came up. From there, someone in the agency suggested changing the name of the agency from “Red” to “Blue” for the week. 
  Steve Red, one of the RTO+P founders and namesakes of the agency would never go
  
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• Fine tune your automation tools - what B2B marketers are sharpening skills with today

  25-07-2016 20:13
  
  With a recent index report produced by the AMA indicating that investment in marketing tools will increase ever more in the coming years, thousands of businesses have created proprietary tools to help their customers streamline and simplify the process of marketing and selling their own products.
  As a businessperson with aspirations for a company's growth, tools and resources must propel business forward and a  recent article in Entrepreneur Magazine outlined why it is important to sel
  
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• Cheil London partners with wethepeople London to launch new healthcare division Cheil Health

  25-07-2016 19:49
  
  Cheil London has partnered with specialist healthcare agency Wethepeople London to launch Cheil Health, a new service dedicated to servicing global and local healthcare and pharmaceutical clients.
  The joint venture will be headed up by Cat Davis, Cheil’s chief growth officer for the UK and Europe, and John Perkins, wethepeople London’s managing partner. Both will run the operation alongside their current roles at their respective agencies.
  Cheil Health will be fully integrated into t
  
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• Dentsu Aegis Network acquires Gyro to become the ‘largest’ B2B creative agency

  25-07-2016 18:42
  
  Dentsu Aegis Network has snapped up Gyro that will see the latter become what is claimed to be the largest agency dedicated exclusively to business-to-business (B2B) marketing.
   The acquisition sees Dentsu’s B2B media agency Interprise collapse into Gyro, which will be headquartered in the US – the world’s largest B2B market. Additional markets span the US, UK, France, Germany, Spain, Australia, Hong Kong, Singapore and the UAE. Gyro, founded in 1999 is a three-time B
  
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• Yahoo’s new owner has job to rebuild brand love

  25-07-2016 18:27
  
  Yahoo is selling its core business to US telecoms giant Verizon, in a deal worth $4.8bn (£3.7bn), as it looks to build a mobile ad business that can rival Google and Facebook.
  The deal, which is set to close in early 2017, will include Yahoo’s core internet business, homepage, email services and news. Yahoo’s other assets including its stakes in Alibaba and Yahoo Japan will continue to be owned by Yahoo shareholders, with the investment vehicle changing its brands.
  The move com
  
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• How the energy sector can ‘nudge’ consumers to adopt smart meters

  25-07-2016 18:10
  
  Smart Energy GB, the independent body behind Britain’s smart meter roll out, believes the energy industry’s ‘big six’ suppliers should be using behavioural science not only to boost uptake of smart meters but drive a wholesale change in how consumers think about energy.
  Smart Energy GB was set up by the Government at the end of 2012 to deliver a national campaign for smart meters. It aims to install one in every household in Britain by 2020 and convince consumers to be le
  
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• Former InMobi commercial director Ed Preedy joins GumGum as MD for Europe

  25-07-2016 18:07
  
  Computer vision platform GumGum has appointed former Exponential and InMobi commercial director Ed Preedy as managing director for Europe. 
  Based in GumGum’s London office, Preedy will be responsible for leading the company’s growth across the continent, establishing new offices in the major European territories and building partnerships with advertisers and publishers.
  Preedy has almost 15 years' worth of experience in digital advertising, and has worke
  
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• Former InMobi commercial director Ed Preedy joins GuimGum as MD for Europe

  25-07-2016 18:07
  
  Computer vision platform GumGum has appointed former Exponential and InMobi commercial director Ed Preedy as managing director for Europe. 
  Based in GumGum’s London office, Preedy will be responsible for leading the company’s growth across the continent, establishing new offices in the major European territories and building partnerships with advertisers and publishers.
  Preedy has almost 15 years' worth of experience in digital advertising, and has worke
  
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• Is the Olympics a brand in trouble after contentious decision to let Russia into Rio?

  25-07-2016 18:00
  
  State-sanctioned cheating, the Zika virus, political unrest – these are just some of the hurdles facing the Olympics brand as it heads to Rio next week. Of course questions of safety, doping, and politics are not new, indeed they have all overshadowed the sporting event to some degree in the past. However, the problems of Rio 2016 seem to be, as it were, on steroids, dragging the near 3000-year-old Olympic Games brand into one of the most potentially challenging periods in its existence.
  B
  
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• Creative Work of the Week: Freederm's tagline 'there’s nothing like feeling free' comes to life with bright and colourful animation

  25-07-2016 17:59
  
  Skincare brand Freederm has won over The Drum readers with its new series of fun and colourful TV commercials, created by Bray Leino.
  Teaming up with Not to Scale Amsterdam and directors Hello Savants, Bray Leino has tackled Freederm’s brief to take the audience through a bright and colourful world by focusing on simple shapes, linear forms and graphic elements, bringing freedom and wild imagination to life.
  Inspired by Freederm’s tagline ‘there’s nothing like feeling fre
  
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• Why Saga and Bestway Group use mail to speak to retirees

  25-07-2016 17:54
  
  Currently older retirees, whether they are living on their own or as a couple, watch more TV than anyone else and have the lowest usage of online media, but they do have the highest appreciation of direct mail.
  Of course, behaviours will change over time but, according to The Life Stages of Mail research by Royal Mail’s MarketReach, addressed mail is still very effective for advertisers targeting an older audience.
  In fact, 35% of this group (of which two thirds are aged over 65) have rene
  
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• Yahoo’s missing $120bn search engine

  25-07-2016 17:28
  
  Yahoo, once a business with a $125bn valuation at the height of the dotcom boom, has agreed to sell its core internet business to Verizon for just $4.8bn.
  Since Yahoo agreed to let Microsoft serve most of its search queries from 2009 this felt inevitable. This was a search company outsourcing its search engine, freeing it to acquire tech businesses seemingly at random without considering how each would fit into the company’s M/O.
  Google, in contrast, only makes acquisitions that will
  
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• Europol, Intel and Kaspersky assemble to combat ransomware

  25-07-2016 17:22
  
  Europol has identified the growing threat of ransomware software that forces access to user data and ransoms it, looking to clamp down on attacks from the software by establishing partnerships with Intel and Kaspersky Lab.
  An initiative called No More Ransom will bring the private sector tech and cyber experts to cooperate with Europol to study and drive awareness of the attacks than can attack both personal computers and business infrastructure.
  Kaspersky Lab claims that the number of users att
  
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• Brand Recruitment: Senior Search Executive

  25-07-2016 17:21
  
  £35000 per annum + benefits:Brand Recruitment:
  Senior Search Executive, Bedfordshire, Dunstable -
  Our client who is a world renown global corporation and market leader within the leisure and
  Dunstable
  
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• Scottish Music Awards appoints McFrank PR in preparation for annual event

  25-07-2016 17:12
  
  The Scottish arm of PR agency McFrank, has been appointed by the SSE Scottish Music Awards to help raise awareness of the annual event.
  The partnership comes ahead of the preparation for the Scottish Music Awards in November. McFrank has said it hopes to raise the awareness of the occasion through strategic communications. 
  General manager of McFrank, Claire Morrison, said: "The Scottish Music Awards is a stand-out major event here in Scotland and we are incredibly proud
  
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• Twitter CMO reveals 'See What's Happening' campaign to cement the social network as home of breaking news

  25-07-2016 17:06
  
  See what's happening: https://t.co/ChbWRrSJyKhttps://t.co/r9AZd9rzI3
  — Twitter (@twitter) July 25, 2016
  Twitter's chief marketing officer Leslie Berland has unveiled the social network's latest advertising push, saying the company wants to clear up misconceptions around what it is actually used for. 
  It's no secret that Twitter has been struggling to grow its user base for the past few years, but in a blog post published today Berland, who was appointed in January, said her
  
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• Kew Foundation appoints McCann London as first marketing and comms agency to sustain future of the charity

  25-07-2016 16:58
  
  Kew Foundation, the charitable arm of Royal Botanical Gardens Kew (RBGK), has hired McCann London to help raise awareness of the work it does for plant conservation as it looks to build a more sustainable business model.
  It marks the first time Kew Foundation has hired an agency to specifically support the charity’s fundraising marketing and communications, following a competitive pitch process.
  The agency has been tasked with raising funds and awareness for the work that Kew does in plant
  
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• Links or content - which is the most powerful search ranking factor?

  25-07-2016 16:42
  
  With Google introducing more and more ranking signals that can diminish the ultimate impact of links, there is a growing perception that links are losing their MoJo as content marketing, in-depth articles, and a slew of different ranking factors may be taking precedence. However, a recent study that calculated correlation data, case studies and 'Googles' stated directive that links and content are the most important ranking factors found and that links do matter, but also that good con
  
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• Specsavers looks to trademark 'should've' in attempt to protect its long running ad tagline

  25-07-2016 16:34
  
  The success of Specsavers’ long running advertising tagline, ‘should’ve gone to Specsavers’ has been so successful that it’s seeped into popular culture and now the company is looking to protect its prized marketing gauntlet with a trademark on the phrase ‘should’ve”.
  The high street optician filled a trademark application with the UK Intellectual Property Office seeking to establish Specsavers’ rights to the use of the terms “should&rs
  
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• How to make a small media budget go a long way

  25-07-2016 16:28
  
  Mo’ money, mo’ problems…and in media it just means mo’ phone calls.
  Having spent over a decade as a media planner at Saatchi & Saatchi and working on a global auto brand, it’s easy to get accustomed to really big budgets and deep pockets. Now, at a full-service ad agency with a range of budget sizes, people often ask, “You are used to big budgets so how will you work with smaller budgets and how will you change your go-to market approach?” Many clie
  
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• Twitter’s new CMO kicks off marketing push to lure new users

  25-07-2016 16:10
  
  See what's happening: https://t.co/ChbWRrSJyKhttps://t.co/r9AZd9rzI3
  — Twitter (@twitter) July 25, 2016
  Twitter’s recently appointed CMO Leslie Berland is launching a marketing push to attract new users as it looks to dispel myths around the platform and how to use it and position Twitter as a place to “see what’s happening everywhere in the world right now”.
  The campaign will use the strapline ‘See what’s happening’ and will include a series of v
  
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• Mail Brands UK will allow advertisers to use its first party data to better target audiences elsewhere on the web in new programmatic deal

  25-07-2016 16:09
  Mail Brands UK has struck a deal with programmatic agency Infectious Media to build out its audience extension capabilities. It will now allow advertisers to take its consumers’ online activity and use that data to understand and reach relevant audiences elsewhere.
  Infectious Media’s clients - which includes Adidas, John Lewis and Expedia - will be able to take advantage of MailOnline’s huge scale to understand the activity of a range of audience segments, allowing for better a
  
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• Mail Brands UK opens up data to let advertisers target users elsewhere on the web in new programmatic deal

  25-07-2016 16:09
  
  Mail Brands UK has struck a deal with programmatic agency Infectious Media to build out its audience extension capabilities. It will now allow advertisers to take its consumers’ online activity and use that data to understand and reach relevant audiences elsewhere online.
  Infectious Media’s clients - which include Adidas, John Lewis and Expedia - will be able to take advantage of MailOnline’s huge scale to understand the activity of a range of audience segments, and then target
  
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• Dearden leaves Clear Channel

  25-07-2016 16:00 via campaignlive.co.uk
  
  Matthew Dearden, the Europe president of Clear Channel International, is leaving the business as the outdoor company tries to become "more agile".
  
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• It’s time to look on the bright side of Brexit

  25-07-2016 15:57
  It’s a month since the UK bid au revoir to the rest of Europe. As we watched the value of the pound literally fall of a cliff, it’s fair to say the UK hasn’t been an entirely happy place. But, since the sun has finally decided to show its face, we thought it was about time we all looked on the bright side of life. So, we’ve found a few positives for small businesses to take from Brexit.
  Small businesses rise up
  You’ve probably read all sorts of tales of businesses p
  
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• Marissa and the Peanut Butter strategy: 4 years, 53 acquisitions and a $3bn bill - how Mayer tried (and failed) to reignite Yahoo

  25-07-2016 15:05
  
  As the ink begins to dry on Verizon’s $4.8bn buyout of Yahoo and chief executive Marissa Mayer plans her exit, it brings an end to a challenging four years which failed to see her turn the company’s fortunes around.
  The pressure was on Mayer from the start. She was plucked from Google where she– in the end – had been heading up its Maps and local products (a job she was moved into having been removed from the search team after losing a turf battle with engineer Amit Singh
  
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• Found Remote's new partnership with 4C will look at brands 'Social Lift' after their commercials air

  25-07-2016 15:00
  
   
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  Found Remote has been dedicated to bringing you exclusive data around the future of TV from the top data providers in the industry. To go even deeper, every month 4C, a global leader in data science and media technology, will look at the brands that received the biggest Social Lift after their commercials aired. 
  So far example, for June's data above, in the two minutes after the Cheetos commercial aired, the brand saw a 116.6% increase in mentions, retweets, comment
  
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• With its Yahoo purchase, Verizon is creating an ad stack to rival Facebook and Google

  25-07-2016 14:59
  
  AOL-owner Verizon Wireless has this morning (25 July) confirmed it is to purchase fellow early internet pioneer Yahoo for a deal worth $4.83bn, which means the company will have shelled out close to $10bn on digital advertising companies in just under a year.
  The union of AOL and Yahoo has long been speculated upon (it was first mooted as far back as five years ago), but the current circumstances are hardly those anticipated by Yahoo chief executive Marissa Mayer, who is set to walk away fr
  
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• How ColorTV is helping content owners reach consumers in a crowded OTT world

  25-07-2016 14:35
  
   
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  San Francisco based ColorTV is betting on the fact that apps will change TV as much as they changed phones. They say by 2020 there will be nearly 1 billion connected TVs globally. The company, which just raised $1.5 million in funding from Foxconn is trying to build the best marketing platform possible for the OTT world. 
  Found Remote interviewed CEO and Cofounder Giancarlo Maniaci about their platform and recent funding.
  Found Remote: How is ColorTV helpin
  
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• Surfing the wave of topicality: the art of reaction on social media

  25-07-2016 14:13
  
  I picked this title because it’s a phrase I heard someone use in a meeting the other day, and it made me feel that I could legitimately write topical jokes, while pretending to be like Keanu Reeves in Point Break (albeit a shoddy re-make where he sits hunched over a laptop, surfing the net instead of actually surfing, and rather than taking down ‘The Ex-Presidents’ and their fake faces, he writes devastating satire about potential ‘Future-Presidents’ and their fake
  
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• How credit card provider MBNA is integrating social data to build custom audiences

  25-07-2016 13:45
  
  How important is integrating social data into ad targeting?
  It’s about using data in the most effective way and for us that means keeping it within the walled gardens. But it’s also about using data cleverly. The key thing for us as a credit card business is to keep the focus on the fact that we are a premium lender. So we deal in segments that have better creditworthiness.
  Therefore our marketing has to be as efficient as possible so we are only reaching people who are eligible. So
  
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• Why social data will dominate online ad targeting

  25-07-2016 13:43
  
  Google and Facebook have come to dominate the advertising landscape, and as such brands have little choice but to use those platforms’ proprietary audience data to target users with advertising. At the Cannes Lions festival in June, The Wall Street Journal reported AOL’s CEO Tim Armstrong saying: “I think what you’re seeing is the emergence of walled gardens as a strategy from those top players. The larger companies have been getting more difficult with data overall.&rdqu
  
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• Brands can now buy 360-degree video ad slots on Mashable, Forbes and more

  25-07-2016 13:40
  
  Brands can now serve up 360-degree ads on publisher's sites thanks to new technology from Teads.
  The video ad marketplace, which helps the likes of Mashable, the Guardian and Forbes monitise its videos, has added 360-video functionality to its inRead toolkit for advertisers, allowing brands to buy slots for the immersive format across all screens including desktop and smartphones.
  Various brands from Coca-Cola to Nestle have embraced 360-degree video spots, which are similar
  
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• Done deal: Verizon acquires Yahoo for $4.83bn

  25-07-2016 13:28
  
  US telecoms company Verizon has put months of speculation to rest announcing that it will secure Yahoo’s core internet business for $4.8bn.
  Yahoo will be integrated with AOL under Marni Walden, executive vice president and president of the product innovation and new businesses at Verizon. The deal is subject to regulatory approval, expected by the first quarter of 2017.
  Yahoo retains only a 35.5 percent stake in Yahoo Japan and less than a fifth of Chinese ecommerce company Aliba
  
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• Coca-Cola Life sales plunge as ‘One Brand‘ strategy fails to provide pop

  25-07-2016 13:04
  Coca-Cola Life sales dropped by more than 50% in the first six months of 2016, just over a year since Coca-Cola’s ‘One Brand’ strategy was launched in the UK, which seeks to encourage more people to try the brand’s different variants.
  Figures by Nielsen show UK Coca-Cola Life value sales for the six months ending 2 July 2016 were £5.6m, down 54.5% on the same period last year. In comparison, total UK Coca-Cola sales for the same period were £521m, 7.6% do
  
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• Does Yahoo’s Tumblr ‘screw up’ augur the end of another digital bubble?

  25-07-2016 13:01
  
  The Drum's digital editor Ronan Shields points out how Yahoo's dramatic Tumblr write down is indicative of a major correction in the industry's ad tech sector.
  Perhaps the most shocking element of yesterday’s Yahoo revelations was the debilitating effects of its Tumblr write down on its overall financial performance?
  Despite annual increases in its search, mobile, and MAVENs revenue during the second quarter (which amounted to $1.3bn) of this year, a downgrade in the va
  
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• Guardian News and Media will allow advertisers to tap into trending topics in real-time with new programmatic offering

  25-07-2016 13:00
  
  Guardian News and Media (GNM) will now allow advertisers to activate campaigns in real-time against trending articles through its new programmatic offering Pulse.
  Pulse identifies surging stories using the Guardian’s own real-time data analytics tools. It then overlays audience segments to enable advertisers to reach audiences in line with their brand.
  Advertisers can also contextually target across the Guardian’s verticals such as travel, finance and life and style for maximum impac
  
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• German prosecutors consider legal action against the spread of misinformation on Twitter

  25-07-2016 12:56
  
  Following a mass shooting in Munich on Friday (22 July) German prosecutors say they are considering taking legal action against people who set out to spread false information on social media in times of crisis.
  During the attack by 16-year-old David Ali Sonboly, wildly conflicting reports about the number of gunmen involved provoked further chaos in the city. Comments online led to Munich’s police department sending out a public message urging citizens to “restrain on any s
  
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• Ex-Coke European marketing chief reveals branding secrets in new book

  25-07-2016 12:31 via campaignlive.co.uk
  
  Coke's former vice president for marketing in Europe, Javier Sanchez Lamelas, has written a book on branding after leaving the drinks giant.
  
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• Verizon confirms Yahoo buyout

  25-07-2016 12:22 via campaignlive.co.uk
  Verizon has confirmed it will buy Yahoo's search and advertising in a $4.83bn (£3.68bn) deal.
  
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• How Omelet encouraged Hitman players to assassinate its ad stars Gary Busey and Garry Cole

  25-07-2016 12:17
  
  Hitman, a video game tasking players with creatively assassinating awful people and slipping away from the scene unseen, has heralded a new, and bizarre, level of marketing integration with the launch of downloadable content calling for the murder of notorious actor Gary Busey.
  The mad-as-it-sounds campaign from Omelet LA kicked off earlier this year, to promote the latest installation of the game, running a series of live-action video ads – that could literally&nb
  
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• Instagram is reportedly letting Taylor Swift test a tool that could see celebrities block abusive comments

  25-07-2016 12:05
  
  Instagram is reportedly allowing Taylor Swift and other high profile figures on Instagram test a tool that "blocks" negative comments.
  The unprecedented move has seemingly seen the Facebook-owned image sharing site quietly award Swift the power to remove only negative or abusive comments made in response to images she's shared. 
  Swift found herself subject to an online backlash last week following a spat between herself and Kim Kardashian West over a leaked Snapchat video that the
  
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• Facebook and Twitter help smash Rio terror plot in ‘Operation Hashtag’

  25-07-2016 11:22
  
  Facebook and Twitter have been actively providing intelligence on suspected terrorists to Brazilian authorities, a judge has revealed, following the arrest of 12 suspected Islamist militants last week.
  Operation Hashtag saw both social media firms pass on vital information in relation to the suspects’ online activities according to judge Marcos Josegrei da Silva.
  Speaking to the Globo Television Network he said: “The companies began to provide data related to the content of the conve
  
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• Facebook & Twitter help smash Rio terror plot in ‘Operation Hashtag’

  25-07-2016 11:22
  
  Facebook and Twitter have been actively providing intelligence on suspected terrorists to Brazilian authorities, a judge has revealed, following the arrest of 12 suspected Islamist militants last week.
  Operation Hashtag saw both social media firms pass on vital information in relation to the suspects’ online activities according to judge Marcos Josegrei da Silva.
  Speaking to the Globo Television Network he said: “The companies began to provide data related to the content of the conve
  
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• HooplaHa-Only Good News signs on as content partner for Roker Media's Live Streaming Network

  25-07-2016 11:00
  
  Roker Media has set its sights on livestreaming and today announced a partnership with HooplaHa-Only Good News to feature HooplaHa’s Happy Hour programming as part of its Live Streaming Network (LSN). In June, Roker Media announced that, in conjunction with Brave Ventures, it would produce the first-ever “Live Fronts,” a Newfronts-like day devoted to monetizing livestreaming.
  HooplaHa programming on Roker Media’s LSN will kick off in August with “JoyStory,” a
  
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• GroupM backs off from exclusive ad deal with YouTube in Australia

  25-07-2016 10:53
  
  GroupM is backing off from a deal it made with YouTube in Australia around its Google Preferred service, in which agencies can book the top five per cent of its premium content upfront.
  The media agency group made the deal with YouTube after it announced Google Preferred at its Brandcast event globally last year. According to The Australian, the two-year deal in Australia is now up and the business has decided not to renew on the same terms.
  It reports that GroupM has briefed rivals to come up w
  
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• Amazon fills the void and cuts waste by testing tighter-fit boxes

  25-07-2016 10:51
  
  Amazon, as one of the world’s leading ecommerce companies, is responsible for much of the world’s waste packaging but the company is looking to combat this by using technology to better locate smaller boxes capable of accommodating specific orders.
  The retailer is currently testing software called Box on Demand that promises to provide packaging appropriate for orders.
  The company will use machinery that "creates the perfect packaging for your products, reducing the empty space (air)
  
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• Why Brexit could boost craft beer but hurt big beer businesses

  25-07-2016 10:50
  
  As businesses scramble to get their heads around the ramifications of leaving the European Union (EU), the beer industry is one that analysts predict will have split fortunes, with craft benefiting from Brexit and big brewers losing out in the face of unknown trading laws.
  With production split between the UK and internationally, many brewers such as Heineken and the newly merged SABMiller and AB InBev may have to re-examine their business models and shift from imported to licensed beer dep
  
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• Hillary Clinton app motivates volunteers with signed souvenirs

  25-07-2016 10:35
  
  Hillary Clinton supporters are being urged to download an official smartphone app designed to help organise and motivate volunteers in support of her presidential bid by relaying the latest campaign news and events and encouraging competition by awarding points to the most ardent backers.
  Hillary 2016 is available now on Apple’s app store from which in-app and real life rewards can be accessed such as a souvenir signed by the candidate herself, daily challenges to help Clinton on her way t
  
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• 888 and Rank line up for William Hill merger

  25-07-2016 10:35
  
  Bookmaker William Hill has revealed that it has received a merger bid from a consortium composed of 888 and Rank.
  Highly preliminary talks have been launched to merge the trio into greater scale business capable of combating competitors including the newly merged Paddy Power/Betfair and Ladbrokes’ combination with Coral in 2015.
  The company said: “The Board of William Hill would listen to and consider any proposal which might be forthcoming from the consortium. However, it is not cle
  
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