Marketing news

• US Creative Work of the Week: A ‘Safesquatch’ fears a downed power line in campaign created by DNA Seattle

  31-08-2016 23:47
  
  Instead of using scare tactics to warn the public about the dangers of downed power lines and gas leaks, Puget Sound Energy is spreading its safety messages with the help of some stop-motion characters who know a thing or two about what to do in dangerous situations.
  Created by DNA Seattle and Portland-based animation studio House Special, the campaign has been voted by readers as US Creative Work of the Week.
  In one video, a Sasquatch roaming the forest late at night quickly turns into a &lsquo
  
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• Publicis Seattle names Melissa Nelson president

  31-08-2016 22:27
  
  Due to her exceptional leadership on Publicis Seattle’s T-Mobile business, the agency has promoted Melissa Nelson to the new position of president.
  Nelson had been named executive vice president & managing partner for the marquee T-Mobile business in December 2015, and this promotion helps solidify the relationship between the agency and the communications brand.
  "Melissa's leadership on T-Mobile and her passion for their brand and business will be enriched in her new post," shared And
  
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• Facebook Live gives TV cast Q&As new legs

  31-08-2016 21:49
  
  Cast Q&As via social media was a thing, and then it wasn’t. They were cumbersome to conduct, hard to follow in real-time, and not very entertaining after the fact.
  Then Facebook Live came along and changed that.
  Earlier today, the cast of Netflix’s latest breakout hit ‘Stranger Things’ – including Noah Schnapp (Will), Millie Bobby Brown (Eleven), Gaten Matarazzo (Dustin), Caleb McLaughlin (Lucas), and Natalia Dyer (Nancy) - visited Facebook Media Central to play
  
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• Michelle Obama and Nick Offerman help America get healthy

  31-08-2016 21:14
  
  An unlikely pairing of Michelle Obama and Nick Offerman finds the comic actor and the First Lady getting on the same page to push forward Obama’s “Let’s Move!” initiative through a hilarious “History of Exercise” video on Funny or Die.
  The video, in honor of the 60th anniversary of the President’s Council on Fitness, Sports & Nutrition, was put together by SS+K and features Offerman, sans mustache, re-creating the exercise trends of the ’50s th
  
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• Don’t call the hiring of four women creative directors at CP+B a big deal (even if it is)

  31-08-2016 20:39
  
  Four different perspectives. Four new creative directors. Four talented people who want to help nurture the next wave of creative talent for one of the industry’s top agencies. Crispin Porter + Bogusky’s Boulder office has promoted four of its employees to the creative director position recently, but they don’t want you to think they were put there just as a diversity ploy, which is why we haven’t mentioned that all are women. Until now.
  Kelly McCormick, Stephanie Kohnen,
  
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• Facebook is pushing advertisers to make their mobile experiences faster, or face being penalised

  31-08-2016 20:08
  
  Facebook is pushing advertisers to improve their mobile sites in order to boost user experience and make it easier for businesses to drive value from the platform. 
  The world's biggest social network wants brands to build better mobile experiences that load quicker in order to stop visitors abandoning advertisers' sites within Facebook's own in-app browser, according to a report from Forbes.
  As such, it is making two updates to its system. Starting from today (31 August), Facebook will be "
  
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• Canadian coffee house Tim Hortons is coming to the UK

  31-08-2016 19:19
  
  Canadian coffee chain Tim Hortons is coming to the UK in 2017 as the brand looks to undertake a significant global expansion.
  Looking to capitalise on Britain's coffee culture, the cult chain, which serves up hot drinks and donuts, has reached a deal with an investor to expand into England, Scotland and Wales.
  "This deal is part of our growth plan to take the iconic Tim Hortons brand around the world," said Daniel Schwartz, the firm's chief executive of restaurant brands
  
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• How to turn marketing into a revenue generator

  31-08-2016 18:14
  
  At brands such as PepsiCo, Mondelēz International and MasterCard, perceptions of marketing are starting to shift from being a cost centre to a revenue generator. Traditionally, marketers have justified their spending on media, ads and promotions by pointing to an uplift in brand awareness, sentiment or sales at some point later down the line.
  While these metrics continue to hold true, marketers are under mounting pressure to show that they can also generate revenues quickly and directl
  
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• How PepsiCo is enabling its brands to fund their own marketing

  31-08-2016 18:12
  
  Is PepsiCo’s new content studio the Creators League generating revenue for the company yet?
  We have taken a certain amount of digital content production in-house, so the Creators League has already helped to reduce our spending on branded content creation. Ultimately, we hope to see our unbranded content create an additional revenue stream for PepsiCo that will cover the costs of creating our ad content.
  How can individual PepsiCo brands get involved in creating content via the Creators L
  
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• U.S. Open fans can now live stream during various tennis matches on site with battery charger intact

  31-08-2016 18:03
  
  Tennis anyone? The U.S. Open will take place over the next two weeks and a device being offered called "FanVision Bolt" serves as both a battery charger and internet hotspot, enabling fans to stream live matches via ESPN to their smartphone without interruption.
  The dual-purpose technology device means fans can watch tennis or stream matches anywhere at the Billie Jean King National Tennis Center, site of the U.S. Open for the next two weeks.
  Along with providing a charge, the device also a
  
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• Glenmorangie appoints Jack Morton for new 'Stick or Twist' campaign

  31-08-2016 18:00
  
  Glenmorangie has appointed Jack Morton to lead its global campaign for Glenmorangie Original which aims to encourage consumers to experience the whisky in a new way.
  The campaign is centred on Jack Morton’s ‘Stick or Twist’ creative concept which focuses on the Scottish whisky’s brand story while offering a twist on tradition.
  The 'Stick or Twist' idea invites customers to try the brand’s Original line by either sticking to the neat serve or twisting with ice and a
  
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• Snapchat makes it easier for brands and individuals to create customised Geofilters

  31-08-2016 17:58
  
  Snapchat is making it easier for brands and ordinary users to create their own customised Geofilters on the platform.
  Geofilters are activated based on a users’ location and give them the option to overlay a still sticker-type image on their selfies and pictures. Previously they were only available as part of an on-demand service, but now the messaging app has created a basic design template so that anyone can create them. 
  While individuals have been using the feature to persona
  
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• IBM Watson becomes the first AI to cut a movie trailer with horror flick ‘Morgan’

  31-08-2016 17:55
  
  IBM’s artificial intelligence programme obviously reached the pinnacle when it guest-edited an issue of the The Drum magazine but now it has also conceived the world’s first ever movie trailer composed by an AI (trailer above - behind the scenes follows).
  20th Century Fox partnered with IBM Research to develop the trailer for upcoming AI horror thriller Morgan, featuring Fantastic 4 actor Kate Mara as she is tasked with investigating an accident caused by an AI in
  
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• Digital experts cautiously welcome Jeremy Corbyn's digital democracy manifesto

  31-08-2016 17:54
  
  Labour leader Jeremy Corbyn's digital democracy manifesto, which was released yesterday, has been cautiously welcomed by elements of the digital marketing community. 
  Corbyn released a manifesto which covered a wide number of elements including the proposal of a digital bill of rights for UK citizens, a digital citizen passport and changes to the BBC Charter to strengthen local media.
  Speaking to The Drum, a number of marketing experts steeped in digital offered their response, with BIMA ch
  
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• Hays brings in Pitch as it looks to maximise Manchester City partnership

  31-08-2016 17:01
  
  Recruitment company Hays has appointed Pitch to help it activate its partnership with Manchester City Football Club.
  Pitch will help amplify the partnership across web and social media platforms through the ‘Match Your Ambition’ campaign which was created collaboratively between Hays and Pitch and features the club’s players and staff in the activations.
  Pitch’s creative team and design studio will create the visual assets throughout the season to amplify the message acro
  
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• Ad of the Day: Netflix confirms Stranger Things season 2 with enigmatic 80s-themed ad

  31-08-2016 16:50
  
  The second season of Netflix favourite Stranger Things is poised to debut in 2017, with the simple teaser ad for the show stealing The Drum's Ad of the Day crown. 
  Set against the backdrop of the 80s, the second series of the supernatural drama will see the eerie storyline from the first season continue.
  The mysterious synth-soundtracked ad promoting the Netflix Original sees the show's title sequence interlaced with what appear to be episode titles for the new nine-part series, includ
  
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• Three navigates potential net neutrality breach with ad-blocking

  31-08-2016 16:40 via campaignlive.co.uk
  
  Three's ad-blocking service may be considered a breach of net neutrality, after new European guidelines stated operators shouldn't "restrict" ads on mobile.
  
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• Dropbox and iPhone hacks highlight the need for brands to plan for cybercrime

  31-08-2016 16:40
  
  Today's news that Dropbox hackers stole 68 million passwords and last week's reports that the iPhone could be hacked with a single click are the latest cyber security challenge to face major brands.  Knowing what to say and when is one of the biggest challenges for any brand which discovers that it has been hacked.
  When Sony remained tight lipped in the aftermath of a cyber attack on its PlayStation Network it was castigated for withholding important information from its customers. Whe
  
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• New Unilever campaign tells the story of how its brands are building a better world

  31-08-2016 16:35 via campaignlive.co.uk
  
  Unilever is today launching a cross-brand campaign highlighting the social change achieved by its brands.
  
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• River Island on how its ‘Snapchat first’ can make the store experience ‘fun again’

  31-08-2016 16:30
  
  River Island has teamed up with Snapchat to launch bespoke branded filters that can only be accessed when entering one of its shops.
  Customers are invited to visit one of more than 280 River Island stores, with the best subsequent use of the filters – which are designed to convey cultural messages that change with the fashion seasons – on social media resulting in potential prizes such as a £1,000 shopping spree.
  There has been a wave of brands turning to Snapchat over recent m
  
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• River Island on how its ‘Snapchat first’ campaign can make the store experience ‘fun again’

  31-08-2016 16:30
  
  River Island has teamed up with Snapchat to launch bespoke branded filters that can only be accessed when entering one of its shops.
  Customers are invited to visit one of more than 280 River Island stores, with the best subsequent use of the filters – which are designed to convey cultural messages that change with the fashion seasons – on social media resulting in potential prizes such as a £1,000 shopping spree.
  There has been a wave of brands turning to Snapchat over recent m
  
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• Clear Channel International taps Cadi Jones for new commercial innovation director role to lead programmatic strategy

  31-08-2016 16:27
  
  Out of home advertising company Clear Channel International (CCI) has appointed Cadi Jones to its newly created title of commercial innovation director.
  She is tasked with handling CCI’s global programmatic advertising strategy and the development of its digital expansion in the role, drawing from her experience at the Pangaea Alliance as global sales director and Yahoo as audience and programmatic director Northern Europe.
  Reporting to Stefan Lameire, CCI chief customer and revenue office
  
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• How Macmillan is preparing its brand for ‘harsh reality’ of growing cancer rates

  31-08-2016 16:17
  
  At first glance it might seem peculiar that Macmillan Cancer Support is planning a brand relaunch. Macmillan was the third biggest charity in the UK in terms of fundraising last year, according to figures by the Charity Commission, having raised more than £214.1m in 2015.
  It was also named the UK’s top charity brand in 2015, according to YouGov’s CharityIndex. The rankings show the organisation retains its position ahead of Cancer Research UK in second and Help for Heroes
  
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• How Macmillan is moving its brand beyond metaphors to show ‘harsh reality’ of cancer

  31-08-2016 16:17
  
  At first glance it might seem peculiar that Macmillan Cancer Support is planning a brand relaunch. Macmillan was the third biggest charity in the UK in terms of fundraising last year, according to figures by the Charity Commission, having raised more than £214.1m in 2015.
  It was also named the UK’s top charity brand in 2015, according to YouGov’s CharityIndex. The rankings show the organisation retains its position ahead of Cancer Research UK in second and Help for Heroes
  
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• How Macmillan How Macmillan is moving its brand beyond metaphors to show ‘harsh reality’ of cancer

  31-08-2016 16:17
  
  At first glance it might seem peculiar that Macmillan Cancer Support is planning a brand relaunch. Macmillan was the third biggest charity in the UK in terms of fundraising last year, according to figures by the Charity Commission, having raised more than £214.1m in 2015.
  It was also named the UK’s top charity brand in 2015, according to YouGov’s CharityIndex. The rankings show the organisation retains its position ahead of Cancer Research UK in second and Help for Heroes
  
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• ‘You need to be outspoken and very clear’: Flo Heiss on what it takes to be a great creative

  31-08-2016 16:15
  
  As a great creative you always need to be up to something and doing stuff. Never stop. I’m always collecting things.
  There is a difference between people who are doing stuff all the time, who are always up to something, using what they have found, what they have seen and their experiences to infuse their work, and those who just get a brief and go out and try to find something.
  They have a great depository of writing, of film and images. They have stuff in their pockets so that when a brie
  
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• Reuters puts tender out for an agency to help sell its advertising solutions to brands

  31-08-2016 16:00
  
  Reuters needs help selling its advertising proposition to brands, and is on the hunt for an integrated agency with experience working in and across the media industry to assist in this.
  A spokesperson from Reuters confirmed that the media company is on the hunt for an integrated agency which can provide a comprehensive ‘go-to-market’ strategy and help it sell this proposition to brands.
  “Reuters Solutions put out an RFP for a go-to-market strategy to articulate and raise a
  
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• We carried out a digital detox – and all it did was remind us digital is everywhere

  31-08-2016 15:54
  
  Last week, we conducted an experiment. We challenged everyone in the agency to give up their mobile phone for 24 hours. Could an office full of digital natives survive in the urban jungle without their precious smartphones?
  The first problem was getting people to take the plunge. “I could easily live without my phone,” was a typical response... “Just not today.”  
  Of the people that we did manage to persuade to participate, there were no huge surprises. They felt dis
  
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• Brands need more than trophy athletes to be memorable

  31-08-2016 15:48
  
  Once the International Olympic Committee (IOC) announced that non-sponsors could feature Olympics competitors in their advertising, deploying athletes became a popular means of attaching a brand to the hype surrounding the Games. However, with sponsorship deals getting pricier, marketers may well question the need for an ad full of famous ambassadors. 
  To see how viewers responded to athletes in Olympic advertising, Neuro-Insight analysed four popular ads from the Games: from Gillette, Visa
  
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• The Drum Network does retail: Securing customer loyalty

  31-08-2016 15:32
  
  Has anyone stood in Curry's and used their mobile to see if they could buy the MacBook they are currently staring at cheaper on Amazon? You are not alone. Consumer shopping habits have changed and loyalty is increasingly hard for brands to acquire. Here Carla Heath of Whippet asks if traditional loyalty schemes are enough.
  We’re living in a new retail age, where customer loyalty is becoming harder and harder to earn. Advances
  
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• The Young Turks return to linear TV with new Fusion show

  31-08-2016 14:56
  
  Cenk Uygur and The Young Turks last had a linear TV presence in 2013, but since then, the team has built an even bigger digital following: TYT videos draw 200 million views a month and have more than 3 billion total views across the TYT YouTube and Facebook pages.
  But with a historic election upon us, TYT is returning to TV, announcing yesterday with Fusion that ‘The Young Turks on Fusion’ will debut a weekly, hour-long show on college campuses beginning on September 12.
  As the Univi
  
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• Red Bull TV unveils dedicated GoPro channel

  31-08-2016 14:44
  
  Red Bull has launched a dedicated GoPro channel on its TV platform marking the first step in the brands’ multi-year partnership.
  In May, GoPro and Red Bull formalised their close relationship by signing a multi-year global partnership that spans content production distribution, cross-promotion and product innovation.
  As well as giving GoPro access to over 1800 Red Bull events in more than 100 countries, the deal meant Red Bull took an equity stake in the action camera brand’s bu
  
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• Mike Hughes to step down as director general of ISBA

  31-08-2016 14:43
  
  The Incorporated Society of British Advertisers (ISBA) has announced that its director general Mike Hughes will step down early next year. 
  It ends his ten-year stint at the head of the organisation and he intends to take on non-executive roles in addition to advising businesses on how to secure an AIM listing
  Commenting on his departure, Hughes said: "I’ve really enjoyed the past 10 years and it’s now time to pass the torch and move on to the next chapter of life
  
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• UENI: Head of B2C Product

  31-08-2016 14:42
  
  Competitive :UENI:
  UENI was founded by Harvard graduates with the passion, focus, and ingenuity to build something amazing.London (Central), London (Greater)
  
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• River Island partners with Snapchat to launch first of its kind ‘Snap & Share’ campaign activated in-stores

  31-08-2016 14:28
  
  River Island has partnered with Snapchat to create a number of bespoke branded filters that activate in-store, the first campaign of its kind for a fashion brand as the platform gains popularity among advertisers hoping to tap into an engaged millennial audience.
  The location-based ‘Snap & Share’ campaign will see users able to access a number of branded River Island filters while in stores in the UK and Republic of Ireland.
  These filters are designed to highlight key brand and c
  
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• 'Avatar: The last Airbender' is the most popular show on Amazon Prime Video

  31-08-2016 14:00
  
   
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  These top 10 shows accounted for 32% of all the TV shows viewed on Amazon Prime this past week.
  Insights from Jumpshot:
  The Last Airbender Takes First Position: Avatar: The Last Airbender took the top spot this week, driving a 20% share.  This also coincided with announcement that the live action sequel will be in the works. 
  Vikings and Suits: These 2 shows from the History and USA Networks made the top 10 this past week.  These tw
  
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• Broadband providers who block ads and porn could be in breach of updated EU guidelines on net neutrality

  31-08-2016 13:39
  
  Broadband operators that block ads and access to pornography could be breaking EU guidelines on net neutrality, even if customers opt in, following an update to the regulations.
  Currently EU regulations allow internet service providers to block ads for three reasons: to manage levels of traffic across a network, to comply with a member state’s laws or for security.
  However a revision to the guidelines issued by EU body Berec states that blocked content, whether its porn or ads, should
  
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• Argos inks first sponsorship deal with ITV to push home brands

  31-08-2016 13:34
  
  Argos has become the new sponsor of ITV’s Loose Women show after inking a five-month deal with the broadcaster.
  It’s the first time Argos has entered into a media partnership and will use the airtime to promote Heart of House, its own-brand of furniture and home accessories.
  The retailer has tweaked its strategy in recent years to boost the awareness of its own-brands, believing they can amount to a third of sales within the next three years (which in the financial year to February 2
  
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• Attention grabbers: Keeping it brief with social video

  31-08-2016 13:20
  
  Key questions right now in the world of PR content creation include ‘How often should I distribute video online?’ and ‘What length should my online videos be to optimise engagement?’.
  It has almost become a millennial's version of asking how long you should wait before contacting someone after a date. Do you keep 'em keen by not WhatsApping until a couple of days later, do you send a cheeky text the next day or have you got an Instagram photo up before your date has even
  
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• MullenLowe promotes Dale Gall to UK group chief as Jamie Elliott departs

  31-08-2016 12:49
  
  MullenLowe has promoted Dale Gall to UK group chief executive as Jamie Elliott departs to “explore other leadership opportunities”.
  Effective immediately, the former chief executive of MullenLowe Profero UK will now report into global chief executive Alex Leikikh as he oversees the group of agencies, including MullenLowe London, MullenLowe Profero, MullenLowe Open and MullenLowe Mediahub.
  Gall will work closely with the existing leadership team including longstanding MullenLowe
  
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• Severity of 2012 Dropbox hack comes to light - 68m accounts were compromised

  31-08-2016 12:22
  
  Cloud-based file-manager Dropbox has admitted that the details of over 60 million accounts have been circulated online since a breach in 2012.
  Motherboard first reported the breach, claiming that while individual users were informed of the breach at the time with forced password resets, the scale of user information circulating on the dark web has just become apparent.
  Four databases totalling 5GB and 68,680,741 accounts has been independently verified by Dropbox sources via Motherboard and Tech
  
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• Amazon launches ‘Dash’ service in the UK with P&G and Nestlé

  31-08-2016 12:10
  
  Amazon is introducing its Dash Button service to the UK, partnering with Procter & Gamble and Nestlé to allow consumers to order and receive products within a day simply by pressing a button.
  Amazon Prime members can buy Dash Buttons, which cost £4.99 each, for a variety of household brands including Ariel, Fairy, Kleenex, Olay, Gillette, Rimmel and Nescafé.
  Setting up a Dash Button requires customers to connect it to their wi-fi connection and then use the Amazon app to
  
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• Amazon brings instant home shopping to the UK with Dash launch

  31-08-2016 12:10
  
  Amazon is introducing its Dash Button service to the UK, partnering with Procter & Gamble and Nestlé to allow consumers to order and receive products within a day simply by pressing a button.
  Amazon Prime members can buy Dash Buttons, which cost £4.99 each, for a variety of household brands including Ariel, Fairy, Kleenex, Olay, Gillette, Rimmel and Nescafé.
  Setting up a Dash Button requires customers to connect it to their Wi-Fi connection and then use the Amazon app to
  
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• Barack Obama will become first US president to guest edit a magazine with Wired

  31-08-2016 11:59
  
  In his last few months in office, Barack Obama will guest edit an issue of Wired magazine, a first in US presidency, the magazine claims.
  The president will take over editorial direction of the monthly magazine for its November issue. The issue will be themed on “frontiers”, with the magazine saying Obama wishes to focus on “the future, the next hurdles that humanity will need to overcome to move forward”.
  Editor-in-chief Scott Dadich said: “When the Founders wrote
  
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• Barack Obama will become first US president to guest edit a magazine

  31-08-2016 11:59
  
  In his last few months in office, Barack Obama will guest edit an issue of Wired magazine, a first in US presidency, the magazine claims.
  The president will take over editorial direction of the monthly magazine for its November issue. The issue will be themed on “frontiers”, with the magazine saying Obama wishes to focus on “the future, the next hurdles that humanity will need to overcome to move forward”.
  Editor-in-chief Scott Dadich said: “When the Founders wrote
  
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• Magician helps Coca Cola conjure up some new packaging

  31-08-2016 11:51
  
  Coca-Cola has enlisted a magician to promote its new packaging with a sleight of hand as part of a marketing shift which will see the brand taglined as ‘Taste the Magic’.
  Conceived by agency David, the advert sees Vegas performer Justin Flom play the part of a waiter serving a customer who has just ordered a Coke Zero, only to be presented with a regular Coke. Rectifying the situation the magician transforms the bottle into the desired variant before her very eyes.
  Flush with this su
  
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• Adidas CEO credits turnaround to handing brand managers more power and responsibility

  31-08-2016 11:44
  
  Adidas chief executive, Herbert Hainer, has credited the company’s brand managers with helping to turn around the alarming profit warnings of two years ago and its return as a serious challenger to rival Nike.
  The 62 year-old recently spoke to the WSJ to discuss his 15 year career with Adidas, which will come to a close next month when hands over the chief executive role to Kasper Rorsted who joins from Henkel AG.
  Hainer is set to go out on a high with the German brand forecasting net
  
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• Ryanair's Michael O'Leary: Irish government should tell EU to "f*ck off" over Apple tax ruling

  31-08-2016 11:41 via campaignlive.co.uk
  
  Ryanair's outspoken chief executive Michael O'Leary has described the EU's €13bn (£11bn) tax bill on Apple in Ireland as "bizarre", and says it would never stand in court.
  
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• Movers and shakers: Coca-Cola, Fold7, Newsworks, MullenLowe London and more

  31-08-2016 11:41 via campaignlive.co.uk
  
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• Channel 4 hopes nostalgia pays with Crystal Maze return - David Tennant tipped as host

  31-08-2016 11:38
  
  Cult gameshow Crystal Maze is to make a brief return to TV screens as part of Channel 4’s Stand Up to Cancer night (21 October).
  The 90s TV staple is known for its unconventional style, challenges and the hosting by the Rocky Horror Show’s Richard O’Brien (who also created the adventure format).
  Hosting this time could be Doctor Who  actor David Tennant, joined by a cast of celebrities, according to reports.
  A source told the Sun: "Even two decades after it last
  
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