Marketing news

• Found Remote's new partnership with MediaRadar uncovers how OTT platforms are marketing their shows

  08-09-2016 20:32
  
  OTT platforms, with Netflix in the lead, have drastically increased their marketing spending. The marketing coincides directly with their push into original content that makes them look no different than a traditional TV network. 
  Found Remote is launching a new partnership with MediaRadar, a leading ad-sales intelligence platform to understand how the major OTT platforms are diversifying their marketing efforts.
  For the first analysis we look at the end of August. Not surprisingly Netflix
  
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• Hugh Burkitt to be succeeded by Gemma Greaves as The Marketing Society's chief executive

  08-09-2016 19:39
  From next year, Gemma Greaves, managing director of the Marketing Society will become chief executive of the Marketing Society, succeeding Hugh Burkitt who has held the role for 13 years.
  Burkitt will instead take on the role of global ambassador, a new position that will aid Greaves in promoting the organisation around the world. This will see him lead a five year international strategy with the ambition to create 10 global hubs by 2020. 
  “Being CEO of the Marketing Society has been
  
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• David&Goliath taps Bo and Boz for new Kia work

  08-09-2016 19:30
  Now that the NFL season has kicked off, the ad flurry with current and former NFL stars is underway as well. Kia Motors, with the help of its AOR,  LA independent David&Goliath, is tackling the theme with an old-school take on digital football games, featuring NFL phenom Bo Jackson and one-time rival Brian “Boz” Bosworth in both live and 8-bit pixelated versions of themselves.
  The campaign highlights the 2017 Kia Sorento SX Limited V6 SUV and features two spots, &l
  
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• Secret Marketer: Nothing makes you stand out more as a marketer than the willingness to be accountable

  08-09-2016 17:20
  
  I often get asked about the secret of a successful career in marketing. In my experience, having worked with plenty of up-and-coming young marketers in different countries, there is no secret; more of an insight that initially appears quite obvious and even somewhat glib when you say it. The key ingredient of a successful career is accountability.
  We have all encountered situations in our marketing world where the outcome, the situation or the experience could have been much bette
  
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• Lost Boys to get absorbed by parent company DigitasLBi

  08-09-2016 17:18
  
  Social and content agency Lost Boys is poised to integrate with its parent company DigitasLBi. The move comes as the owner of the pair, Publicis Groupe, moves towards 'Power of One model' in order to enable clients to access the right skills and expertise from their agencies. 
  The new structure will see Lost Boys, which launched two years ago, pool together with DigitasLBi to drive delivery of social and content as part an improved data-driven proposition. Existing
  
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• If we did social media for... the Borg from Star Trek

  08-09-2016 17:08
  
  The 50th anniversary of Star Trek is being celebrated today, the world over and with the latest installment of the franchise, Star Trek: Discovery, due to be unleashed in January 2017, it’s a glorious time to be a trekkie.
  But putting that euphoria to one side for a moment, we really need to talk about the Borg. There have been some weird and wonderful villains over the decades but of all the threats to the Federation, it’s the Borg that seem to cause them the most bother.
  First popp
  
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• Lost Boys to fold into parent DigitasLBi

  08-09-2016 16:54 via campaignlive.co.uk
  
  Lost Boys, the social and content agency part of DigitasLBi, will integrate into its parent company.
  
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• Beko believes the Internet of Things should be led by human needs not technological novelty

  08-09-2016 15:10
  
  Beko believes the Internet of Things (IoT) might fail to catch on with consumers if it's led purely by technological novelty rather than human needs.
  In response to this, the appliance brand has launched a ‘Tomorrow’s Home’ vision and strategy centred around connected products that genuinely enhance real everyday lives. The brand’s approach takes IoT and humanises it, branding it the Internet of Everyday Things.
  Tech giants Amazon, Samsung and Google are at odds to domina
  
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• Brands and publishers blinded by Google Analytics real time data bug

  08-09-2016 15:09
  
  Google Analytics, the web analytics tool vital to many publishers and brands to measure web traffic and search data on their websites, has suffered a real-time data collection outage for many users across the world (The Drum included).
  Almost a day ago, the company tweeted that it is working on a fix for the issue.
  Some users may be experiencing issues with real time reporting. We are working on a fix and expect to have everything back to normal soon.
  — Google Analytics (@googleanalyt
  
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• Chinese tampon brand Fémme aims to ‘revolutionise’ the country’s feminine care category

  08-09-2016 14:54
  
  In China, sales of tampons account for just one per cent of the £60.7bn feminine care industry, something new brand Fémme aims to challenge by changing perceptions of the poorly understood product.
  China’s tampon market is almost non-existent having been stigmatised by cultural misconceptions and concerns around how to use tampons. However, as ripples of western feminism have stirred in China, commercial interest in tampons has begun to grow.
  In response to this Yoai, the
  
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• Wild Turkey unveils ad starring brand’s creative director Matthew McConaughey

  08-09-2016 14:47
  
  Wild Turkey has rolled out a spot starring Matthew McConaughey roughly a month after the Academy Award-winning actor joined the bourbon brand as its creative director.
  The ad is part of the Wild Turkey’s new global marketing campaign, ‘It’ll Find You,’ which aims to modernize the brand as the bourbon industry continues to enjoy a renaissance of sorts.
  McConaughey, who directed the spot, worked closely with J. Walter Thompson New York and RSA Films to execute the campaign.
  
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• The Marketing Society names new CEO as Hugh Burkitt steps down

  08-09-2016 14:39
  The Marketing Society has named Gemma Greaves as its new CEO after current boss Hugh Burkitt decided to step down.
  Burkitt has been CEO of the society for the past 13 years during which time he was responsible for the launch of its ‘Manifesto for Marketing’ and ‘Marketing Leaders Programme’ for aspiring marketing directors. Burkitt started his career as a Unilever trainee at Birds Eye Food before founding the agency Burkitt Weinrech Bryant in 1986.
  Despite his decision t
  
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• Snapchat allegedly eyeing an IPO as early as this year

  08-09-2016 14:32
  
  It's long been rumoured that Snapchat wants to go public, but the company has been talking to investment bankers about filing for an initial public offering (IPO) as early as the end of this year according to a report from the Information. 
  People the company has spoken to are alleged to have told the publication that the messaging app has been in conversations with people in the financial world about filing for an IPO either before 2016 is out or early in 2017. 
  Though Snapchat has ye
  
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• OfferUp app set to rival Craigslist as premier mobile app for online buying and selling

  08-09-2016 14:19
  
  A rival to Craigslist is fast emerging with the mobile alternative OfferUp, reaching 'unicorn' status and valued at $1bn having  received another influx of funding yesterday, the company reports.  The company closed a $119m funding round on Thursday led by private equity firm Warburg Pincus. They will reportedly use the money to continue to refine its online buying and selling experience. The app, according to an article in Geekwire.com, has 29 million total installs nationwide bu
  
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• JCDecaux continues Oxford Street OOH overhaul with synchronised digital bus shelters

  08-09-2016 14:15
  
  JCDecaux is continuing its overhaul of Oxford Street, announcing that it has completed the synchronisation of its digital bus shelter billboards. 
  The out-of-home (OOH) giant took over the advertising concession of one of London's most popular streets at the start of this year, announcing plans to digitise the bus stops using bigger screens as part of its London Digital Network (LDN) initiative. 
  It has now completed the synchronisation of four Visual Disp
  
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• Marketing Society names Gemma Greaves as next chief executive

  08-09-2016 13:55 via campaignlive.co.uk
  
  The Marketing Society has named global managing director Gemma Greaves as its next chief executive.
  
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• Aldi promises every day can be amazing with skydiving and deep sea exploration

  08-09-2016 13:54 via campaignlive.co.uk
  
  Aldi has ditched the direct price comparisons of its previous TV ads in a campaign introducing a new positioning.
  
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• BBC appoints Rachel Jupp as editor of Panorama

  08-09-2016 13:52
  
  The BBC has promoted Rachel Jupp, former deputy editor of Newsnight to editor of BBC1 show Panorama.
  Jupp will take up the role with immediate effect following an “open competition” call to fill the position. She replaces Ceri Thomas, who announced in June he was departing the public broadcaster after 24 years to become director of communications and public affairs at Oxford University.
  Jupp joined the public broadcaster in 2013 from Channel 4 News, where she was
  
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• Major sporting events and digital to fuel global ad spend, predicts Carat

  08-09-2016 13:39
  
  Worldwide advertising expenditure for 2016 is set surpass expectations off the back of the ongoing growth in digital and the abundance of major events such as Euro 2016, the Rio Olympics and the upcoming presidential elections, according to the latest forecasts from Carat.
  The global media network has published its updated forecasts based on data received from 59 markets across the Americas, Asia Pacific and EMEA and has predicted that advertising spend will reach $548.2bn in 2016, a 4.4 per cen
  
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• Trinity Mirror’s Zoe Harris on why marketing should be a priority at newspapers

  08-09-2016 13:32
  
  In the struggle to offset crumbling business models, newspaper publishers should focus on how marketing can make content meaningful to their readers rather than just producing articles, warns Trinity Mirror's marketing director Zoe Harris.
  While many of the speakers at IAB’s content and native event reiterated that “content is king” and that good content is the solution to the many problems facing the industry, Harris believed that marketing rigour is what will help newsbrands
  
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• IPG Mediabrands acquires search agency Stickyeyes to increase digital foothold

  08-09-2016 13:32
  
  IPG Mediabrands has snapped up Stickyeyes group, in a bid to increase its foothold in the digital arena. 
  The deal, which has been reported to be worth up to £20m, will see the media company take control of the business – which comprises Stickyeyes and its content marketing service Zazzle Media. 
  IPG Mediabrands has said it hopes the acquisition will give it a tighter grip on the digital marketing industry and "strengthen" its existing exp
  
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• Toni&Guy responds to tough competition with new branding and packaging

  08-09-2016 13:18
  
  Hair care brand Toni&Guy has rebranded as it hopes to stay front of mind with consumers in a cluttered sector.
  The primary objective of the redesign is to ensure that Toni&Guy stays relevant and competitive in a crowded market filled with premium brands focusing on salon quality and strong heritage. The brand worked with PB Creative on the new packaging and brand identity and tasked the agency to create a new design that would emphasise the brand’s fashion roots, personality, and L
  
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• Clarks: Brand Marketing and Planning Manager – Wholesale

  08-09-2016 13:04
  
  Up to £46,000+ benefits:Clarks:
  Combining your account management and strategic planning skills, you’ll act as the brand guardian for our Adults Wholesale business on a global scale.
  Street, Somerset
  
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• Accessing content in multiple ways: why physical and digital can co-exist

  08-09-2016 13:02
  Since I started my career in digital some 17 years ago, there has been one clear and resounding belief in the industry; content consumption via physical means is in terminal decline. It’s been all too obvious in newspapers and magazines and almost complete in the DVD market and in an advanced stage in music. It’s often been presented to me as fact that “music streaming is killing the physical sales”.
  However, a new piece of research suggests otherwise. The Entertainment R
  
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• How advertisers and media owners are dealing with programmatic fragmentation

  08-09-2016 12:59
  
  The majority of advertisers and media owners (88 per cent) would reduce the number of ad tech partners they work with but fear such a move would negatively impact revenue, and are increasingly turning to managed service players (as well as building their own tech) to deal with the fragmentation, according to research.  
  The findings were unearthed in a study published this week by ExchangeWire, and commissioned by BidSwitch, also reveals that although over four in 10 (44 per cent) of media
  
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• Clarks: Brand Marketing and Planning Manager – Kids

  08-09-2016 12:53
  
  Up to £51,000 + benefits:Clarks:
  Combining your account management and strategic planning skills, you’ll act as the brand guardian for all kids creative assets on a global scale.
  Street, Somerset
  
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• BT Sport partners with Google as it aims to show the future of personalised TV ad breaks

  08-09-2016 12:40
  
  BT Sport is changing the way it delivers across its digital platforms after partnering with Google to implement dynamic ad insertion into its live streamed events.
  The deal makes Google BT Sport’s exclusive digital sales partner and will see it take responsibility for ad monetisation around key live events appearing on the BT Sport website and app.
  During live streams ads will be delivered to the app and online using dynamic ad insertion technology, which will give viewers watching via BT
  
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• Twitter appoints new communications boss as board executives meet to discuss the social network's future

  08-09-2016 12:21
  
  Twitter has appointed Kristin Binns to head up its communications, following the departure of Natalie Kerris in August.
  Kerris, who took on the role of vice-president of communications earlier this year and left after less than six months, opened up a space for Binns, who is joining from health insurance giant Anthem (formerly Wellpoint).
  Binns will take on the role of senior director of Twitter communications, overseeing the platform’s corporate and consumer PR. She will report to Twitter
  
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• Nintendo fills summer drought with Mario’s debut on mobile: iPhone's Super Mario Run

  08-09-2016 12:10
  
  Now the Pokemon Go furor has died down (for now) as Nintendo expects limited profits from the Niantic-owned title, the company is set to roll out its heavy hitter, Super Mario, to mobile to rebalance revenues during the summer gaming drought.
  The Apple iPhone (iOS) will play host to new mobile title Super Mario Run, aping the seemingly endless archive of ‘Runner’ games that have flourished on mobile as they require limited user input to play, dodging obstacles on
  
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• Israel and China: The growing connection

  08-09-2016 11:57
  
  Earlier this year, Israel and China announced bilateral free trade talks. While the two capitals are more than 7,000 kilometers apart, the economies of both nations are inextricably linked. In fact, there’s a growing economic connection between Israel and China—a connection that’s expected to increase by 50 percent this year. What’s driving the business exchange?
  Like any good trade relationship, there are bilateral benefits. For Chinese firms, Israel is an important entr
  
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• Aylesworth Fleming: Managing Director

  08-09-2016 11:55
  
  Competitive :Aylesworth Fleming:
  This is a fantastic opportunity for an inspirational leader to join a leading specialist agency...
  Bournemouth, Dorset
  
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• ISBA creates 'vlogger contract' for brands and influencers

  08-09-2016 11:51 via campaignlive.co.uk
  
  Brands have more clarity on dealing with social media influencers, after trade body ISBA unveiled its "vlogger contract".
  
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• Apple: Will iPhone 7 changes be enough or are consumers getting bored?

  08-09-2016 11:48
  
  Another September meant business as usual for Apple as it officially unveiled the iPhone 7 last night (7 September).
  So what’s new?
  As expected, the new smartphone has abandoned a conventional headphone socket altogether as it promotes the use of its new wireless earphones: the Airpods. The move also looks suspiciously like a play to get people to purchase the premium Beats By Dre wireless Bluetooth headphones it now owns.
  The new handsets can be submerged in water up to depths of 1m
  
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• Stylebop.com partners with Rakuten to grow Asia Pacific business

  08-09-2016 11:29
  
  Luxury online retailer Stylebop.com is hoping to expand its business in Asia Pacific and has taken on Rakuten to help drive this through digital marketing.
  The Germany-based business launched in Australia and Japan as its first markets in APAC and has selected affiliate marketing primarily as its tool for growth.
  In order to retain its premium brand and the designers that it stocks, such as Valentino, Alexander McQueen, Fendi and Balmain, Stylebop.com is only choosing to appear on premium conten
  
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• Stylebop.com partners with Rakuten Marketing to grow Asia Pacific business

  08-09-2016 11:29
  
  Luxury online retailer Stylebop.com is hoping to expand its business in Asia Pacific and has taken on Rakuten Marketing to help drive this through digital marketing.
  The Germany-based business launched in Australia and Japan as its first markets in APAC and has selected affiliate marketing primarily as its tool for growth.
  In order to retain its premium brand and the designers that it stocks, such as Valentino, Alexander McQueen, Fendi and Balmain, Stylebop.com is only choosing to appe
  
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• Reading Room ex-MD Sarah Vick resurfaces at Siberia to steer European growth

  08-09-2016 11:29
  
  Sarah Vick, former managing director at Reading Room, has resurfaced at product design agency Siberia as European president to steer the growth of the business outside of its US headquarters.
  Vick departed Reading Room in April after 13 years at the agency. Her move followed the agency’s acquisition by public service software solutions provider Idox for £5.6m. At the time she told The Drum: “It was time for me to move on and try something new”.
  Now she joins a “new
  
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• Death to the ego: How agencies can encourage greater collaboration within their own walls

  08-09-2016 11:24
  
  We’re all creative people, and we all want to make the best stuff we can – stuff clients will love us for, stuff real people enjoy engaging with, and stuff we enjoy making.
  The stuff we make as an agency used to be easy to define. It was advertising: messages in various formats beamed into people’s daily lives. And the process of making this stuff used to be easy too. We all knew the rules. We knew what our job titles actually meant (see below for mine – the irony is
  
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• Uber pushes car ride service Pool...with an actual pool (party)

  08-09-2016 11:22
  
  Uber is continuing to push its Pool service to the people of London with the announcement of its first-ever pool party.
  The event will take place on 15 and 16 September at Boxpark in Shoreditch. The pool itself will be surrounded by inflatable beach balls, deckchairs and a live DJ set so that Londoners can embrace the final days of summer.
  Swimwear is encouraged, although changing rooms will be on site to save any embarrassing and/or chilly rides on the tube.
  Tickets to the experience are f
  
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• Manchester United inflates Apollo Tyres sponsorship globally

  08-09-2016 10:55
  
  Manchester United has enhanced its sponsorship relationship with Apollo Tyres extending it beyond the regional confines of the UK and India, a deal which was inked in 2013.
  Apollo Tyres now enters its second three-year term of sponsorship, becoming the Official Tyre Partner of the club covering 100 countries across Asia, the Middle East and Africa.
  During the deal, the partnership saw two ‘Go the Distance’ football pitches made from recycled tyre rubber, one outside Old Trafford and
  
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• Everything You Need to Know – About Content Marketing: Optimisation

  08-09-2016 10:48
  
  The Drum has launched episode five of Everything You Need to Know – About Content Marketing, in association with PulsePoint, a video series designed to give marketers all the essential information they need about this hot industry topic in an under-three-minute video.
  It is the second series of Everything You Need to Know, developed by The Drum to provide marketers with an easy intro to the latest technologies, techniques and thinking in the industry.
  The fifth episode, Optimisation, explo
  
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• Morning Bulletin: The internet reacts to Apple's AirPods, McDonald's shutters millennial YouTube channel and Sports Direct boss flashes the cash

  08-09-2016 10:17
  
  As we reach the tail end of the week The Drum takes a  look at some of this morning's top marketing and media stories from McDonald's shutting down one of its YouTube channels to those much-debated Apple earphones.
  Apple’s iPhone 7 keynote predictably dominates headlines across the board today but one of the biggest talking points centres around what the tech giant left out. The omission of a headphone jack in its new range of phones was met with “bewilderment, ou
  
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• Unbranded: The advent of submissive advertising

  08-09-2016 10:15
  
  ‘If you hide it, they will come.’
  This seems to be the overriding sentiment behind the latest trend in content marketing; the lesser-spotted unbranded ad. Long gone are the days when brands unabashedly touted their names. They’ve been relegated to the bottom of the commercial chain, the very last rung of the self-promotional ladder. And there they skulk like hunters in the forest, hoping to lure in unsuspecting consumers with just the right grade of meaty ‘content’.
  
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• Paralympics set to reach biggest ever global media audience

  08-09-2016 10:14 via campaignlive.co.uk
  
  The Paralympic Games is poised to reach its biggest ever global media audience, according to the International Paralympic Committee (IPC).
  
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• Air China in-flight magazine slammed over racist London travel advice

  08-09-2016 10:08
  
  Air China is under fire for printing London travel advice in their in-flight magazine that tells tourists to avoid parts of London, saying that “precautions are needed when entering areas mainly populated by Indians, Pakistanis and black people”. Citing that “London is generally a safe place to travel,” the Wings of China piece also added that “We advise tourists not to go out alone at night, and females always to be accompanied by another person when travelling.&rd
  
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• Fold7 takes majority stake in experiential startup amid rising popularity among brand marketers

  08-09-2016 10:00
  
  Independent creative agency Fold7 has taken a majority share in an experiential start-up led by Andrew Casher (pictured above, middle), in the hopes of cashing on a marketing channel the IPA predicts will grow faster than internet spend in 2017. 
  The division – called Hyperactive – will act as an autonomous agency within Fold7, with Eurostar and luxury brand Tag Heuer its founding clients.
  However, Fold7 will use the expertise of Casher and his team of five when its own cli
  
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• e3 eyes ‘new consultancy model’ with London Strategy Unit majority stake

  08-09-2016 10:00
  
  Technology company e3 has snapped up a majority stake in innovation consultancy London Strategy Unit (LSU) in a bid to get its share of a fast-growing market where brands need ideas to advertise rather than advertising ideas.
  Pitched as a “new consultancy agency model,” the offer sits between major agency networks at one end of the spectrum and management consultancies making a play for marketing budgets at the other.
  It’s a small but fast growing space, and both e3 and LS
  
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• Brainlabs lifts the lid on why your programmatic media agency is (probably) ripping you off

  08-09-2016 09:43
  
  In June of this year, a shocking report from the ANA Media Transparency Initiative drew back the curtain on the commonplace practice of undisclosed media rebates among media buying agencies. A hangover from the early days of traditional media buying, where sidedeals and sweeteners between media buyers and publishers were commonplace – usually at the expense of the advertisers – the practice is now rife among those purchasing online display ads for clients.
  Grace Kaye, head of program
  
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• China Southern Airlines makes London marketing push

  08-09-2016 09:11
  
  China Southern Airlines is working with independent media buying and planning agency Media Agency Group (MAG) to launch on a new London-based advertising campaign.
  The multi-format campaign sees the airline make a major marketing push amongst a UK audience as it focuses on building brand awareness in the capital.
  Coordinated by MAG, this latest China Southern Airlines campaign will be targeting its UK audience across both traditional and digital formats. A fleet of taxi superside advertisements
  
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• US Creative Work of the Week: Kids try to help out in the kitchen in this poignant Uncle Ben’s ad

  08-09-2016 09:00
  
  Many parents choose to keep their children out of the kitchen while preparing meals, and for good reason – burning stoves, boiling water and raw food don’t exactly scream “kid-friendly.”  
  But a new campaign created by BBDO San Francisco for Uncle Ben’s might make parents think twice about keeping their kids out of the kitchen during meal prep.
  In a video called ‘Kitchen Wall,’ kids are shown mirroring their parents' actions while they cook, except
  
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• Aldi insists customers are ‘not returning to the big four’ as it unveils ‘Everyday Amazing’ campaign

  08-09-2016 08:59
  
  Aldi is hoping to move the conversation beyond price with its new ‘Everyday Amazing’ campaign, which will focus on themes such as responsible sourcing and employee wellbeing.
  Set to debut tonight (7 September) during Emmerdale on ITV1, the first ad focuses on ‘coffee table facts’, such as Aldi selling 22,000 free-range chickens, its salmon being RSPCA assured and being voted by UK suppliers as the fairest supermarket to do business with.
  It is a noticeable step change for
  
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