Marketing news

• Thursday Night Football on Twitter does indeed impress

  16-09-2016 23:26
  
  For all of the ink dedicated to the rights deals Twitter has been making of late, it came down to execution of the actual product last night as it streamed Thursday Night Football (TNF) between the New York Jets and Buffalo Bills. Fans had some choice by watching on twitter.com, their mobile app or their three TV apps: Apple TV, Microsoft Xbox One or Amazon Fire TV.
  The matchup was chock full of subplots, especially revolving around Bills head coach Rex Ryan, who used to coach the Jets. There&rs
  
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• Cadillac unveils film featuring boxing underdog Chuck Wepner as part of its ‘Dare Greatly’ campaign

  16-09-2016 22:02
  
  Cadillac has unveiled a short film called ‘Indomitable’ that tells the story of Chuck Wepner, the former pro boxer who became famous in 1975 for going 15 rounds with Muhammad Ali and is now considered by many to be the “Real Rocky.”
  Created by NYC agency Van’s General Store (VGS), which was co-founded by actor Liev Schreiber and former Mother creative director Scott Carlson in 2012, the short documentary is part of Cadillac’s recently-launched ‘Dare Grea
  
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• Mode Media is no more, abruptly shuts down

  16-09-2016 21:06
  
  Lifestyle network Mode Media has suddenly become outmoded, ceasing operations as of September 15, reports say.
  In fact, citing “several people with knowledge” of a staff meeting on Thursday, the Wall Street Journal reports Brisbane, Calif.-based Mode, which was once valued at $1 billion, “abruptly shut down.”
  According to a memo acquired by the Wall Street Journal, Mode had been seeking financing or an acquisition for the last five months.
  The move follows reported layoff
  
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• Navigating a mobile world: Ten trends in news & what they mean for marketers

  16-09-2016 19:22
  
  After half a lifetime in journalism – much of it in the heart of digital transformation – I’m now working with brands. It's a whole new world for me. The language, the business models and, of course, the goals are all quite different. But more surprising is what news publishers and brands have in common.
  At the top of the list: how to navigate a mobile world to reach and engage audiences. Marketers and communications professionals can learn a lot from studyi
  
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• Does branding have a place in short form video?

  16-09-2016 18:58
  
  Panellists from a host of leading online content players including Truffle Pig, Viacom and Tremor video clashed heads on Wednesday (15 September) over the challenges of branding in short-form video.
  A key point in the debate, hosted by The Drum's Found Remote editor Natan Edelsburg, was made by panellist Vimeo’s chief operating officer Mike Weissman who argued that having a brand present in a short context is “just another form of display advertising".
  Weissman suggest
  
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• EasyJet encourages customers to say 'Why Not' to holidays in Europe after revealing it took a hit post-Brexit

  16-09-2016 18:44
  
  EasyJet has launched a fresh pan-European campaign with the aim of getting travelers to embrace trips to Europe. 
  'Why Not' follows on from comments made by the boss of the budget airline last week, Carolyn McCall, who admitted that that the UK's vote to leave the EU impacted the brand in the short-term as sterling tumbled against the Euro. 
  "We took a consumer hit because people think 'oh my God Europe's more expensive', that normalises," said the chief, before announcing that the com
  
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• Production company behind Trollied and People Just do Nothing moves into branded content

  16-09-2016 18:40
  
  Roughcut TV, the production company behind Trollied and the Bafta-nominated People Just Do Nothing, is setting its sights on advertisers with the launch of a branded content division.
  It’s a natural step for the production house, given the growing appetite for broadcast-quality content from advertisers as well as its own recent success. Shows like Trollied and People Just Do Nothing have strong fanbases behind them, particularly the latter which has amassed a strong following on the online
  
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• Route receives £20m in funding for 6 year extension to its OOH advertising research

  16-09-2016 18:14
  
  Route has renewed its out of home (OOH) advertising research project for another six years to enable the industry to access its insights and data to help better plan campaigns.
  The £20m of founding from the OHH industry is part of a new contract which will begin in April 2017. Over the six year period data will be collected from 43,200 people who will carry a bespoke multi-sensory tracking travel meter for 14 days to reveal how people move in all public spaces.
  From the data collected the
  
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• Ad of the Day: TK Maxx takes its 'Biker Ballet' spot to new heights as it unveils 360-degree push

  16-09-2016 17:55
  
  A stylish video push combined with a 360-spot from TK Maxx by Wieden + Kennedy London have taken The Drum's Ad of the Day crown this afternoon. 
  The retailer has extended its 'Ridiculous Possibilities' positioning with a new iteration of the campaign dubbed 'Biker Ballet', which it has taken to new heights with an accompanying 360-degree video. 
  Giving viewers a behind-the-scenes peek at the original spot, the fully immersive film lets them get up close and personal
  
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• Dana May joins Johannes Leonardo as integrated head of production

  16-09-2016 17:52
  
  NYC agency Johannes Leonardo has hired Dana May as integrated head of production.
  May joins from McCann New York, where she worked on Verizon Wireless as executive producer. In her new role, she will be tasked with growing the agency’s integrated production department. She will report to the agency’s co-founders Jan Jacobs and Leo Premutico as well as its president Bryan Yasko, who joined Johannes Leonardo in March from Droga5.
  Johannes Leonardo, which was founded nearly 10 years ago
  
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• L’Oréal on why other brands are using influencers the wrong way

  16-09-2016 17:47
  
  L’Oréal Paris has signed up five British beauty bloggers to create content on an ongoing basis as it looks to “craft a different type of relationship” when it comes to working with influencers.
  The brand’s self-proclaimed ‘beauty squad’, which has a combined reach of 5.5 million, will be revealing the brand’s latest products, creating “fun and engaging” content as well as attend key beauty events including London Fashion Week, Paris F
  
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• Slipper brand Lazy Dogz makes major online marketing push with Media Agency Group

  16-09-2016 17:12
  
  Independent designer slipper company Lazy Dogz has joined forces with MediaCityUK-based Media Agency Group to coordinate a large-scale digital marketing strategy which aims to raise the company’s online presence and help to position the brand at the forefront of the luxury designer slipper market.
  The campaign encompasses a wide range of online marketing work in an effort to give the Lazy Dogz brand, launched last year, a consistent voice and a strong presence on the web. With a new range
  
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• Branded Video Review with RedPill featuring Kenzo, Three, and Georg Jenson

  16-09-2016 16:37
  
  Every fortnight, RedPill reviews three new or relevant branded videos and assesses the reasons behind their social performance. RedPill’s rating system scores videos across five categories (awarding a maximum of 20 per cent for each category): originality; on brand; creativity; craft; and shareability. The sum of all five scores produces a rating out of 100 per cent.
   
  KENZO World - The new fragrance
  Video of KENZO World - The new fragranceKENZO World social ad.
   
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• Canada Goose rolls out global campaign to promote its fall and winter collection

  16-09-2016 16:33
  
  Canada Goose, the 59-year-old Canadian outerwear brand whose pricey parkas exploded onto the scene when Kate Upton wore one of them on the cover of the 2013 Sports Illustrated swimsuit issue, is rolling out a global campaign to promote its fall and winter collection.
  The out-of-home and digital campaign, called ‘In Your Element,’ features Canadian model Crista Cober and model-turned-actor Travis Fimmel. According to Canada Goose, the campaign was inspired by Canada’s “har
  
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• MDC Partners hires Cheil's Lotta Malm Hallqvist to aid European growth

  16-09-2016 16:22
  
  MDC Partners, which counts 72andSunny, The Media Kitchen, KBS Albion, CP+B, Kwittken and Anomaly among its agencies, has named Lotta Malm Hallqvist as its first managing director, chief marketing officer in Europe to drive growth in the region. 
  Malm Hallqvist will also be asked to drive partnership opportunities while reporting to Bob Kantor, MDC's chief marketing and business development officer. This will create a centralised point of contact for the businesses located in Europe.&nb
  
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• Can marketers claim a slice of the Bake Off pie after Channel 4 move?

  16-09-2016 16:11
  
  Six years in and The Great British Bake Off has become one of the hottest properties on UK television. The feel-good mix of charming comedy, delicious confectionary and real people battling it out to become ‘star baker’ has earned the programme near cult status. In the era of on-demand, GBBO (as it is affectionately known by fans) possesses the rare ability to make normally fickle viewers sit down and watch a show at the scheduled hour.
  It is hardly surprising then that news this muc
  
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• Resorts World appoints RBH as lead creative communications agency

  16-09-2016 15:54
  
  Resorts World Birmingham has appointed RBH as its lead creative and marketing communications agency, having worked together on a project basis since October 2015.
  RBH will be responsible for all creative concepts, advertising campaigns, digital media, research and consumer PR, as well as additional ad hoc projects, tactical activity and event support.
  With over 50 outlet shopping stores, Resorts World Birmingham has been working in partnership with the agency to increase their customer relations
  
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• The rise of eSports' influence on brands

  16-09-2016 15:50
  eSports is a simple concept: competitive video gaming. One team of individuals compete against an opposing team in a particular game.
  Despite its simplistic basis, easy access participation and desirable incentives have engendered eSports a gaming behemoth, catching the eye of gamers from all over the planet.   
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  The 2016 Dota 2 International competition saw 16 teams (consisting of 80 players) battling for more than $20 million in prize money. Smaller prizes include Call of D
  
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• Lucozade Ribena Suntory takes on Fever Tree with ‘super-premium’ tonic brand

  16-09-2016 14:00
  
  Lucozade Ribena Suntory (LRS) is the latest soft drinks company to enter the craft movement with the launch of a new range of tonics that will place it in direct competition with Fever Tree.
  The new Merchants Heart brand is being positioned as a “spirit enhancer” and comprises six different flavours, including Pink Peppercorn and Hibiscus, which have been specially paired with various spirits such as gin and vodka.
  Designed with a craft feel in mind LRS, is hoping Merchants Heart wil
  
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• ‘Female-focused advertising must evolve or it will get stale’ urges Google’s UK marketing chief

  16-09-2016 13:57
  
  Marketers need to work harder to normalise the portrayal of strong women in their advertising, according to Google UK’s head of ads marketing Nishma Robb.
  Speaking today (16 September) at the Dots 2016 event in Brighton organised by agency Brilliant Noise, Robb praised the impact of advertising such as Sport England’s This Girl Can. However, she suggested the mission statement-style of messaging to promote gender equality could lose its impact.
  “Things [such as This Girl Can],
  
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• People on the Move: Hires and departures at Facebook, IBM, Procter & Gamble and more

  16-09-2016 13:55
  
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below. 
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  Facebook
  Steve Hatch, Facebook’s top man in the UK and Ireland has been promoted to the role of regional director of Northern Europe.
  Having served as director of UK and Ireland for nearly three years, Hatch moves up taking up oversight of more of the social network's m
  
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• Marketing ‘more important than ever’ post-Brexit says easyJet

  16-09-2016 13:55
  
  Marketing is more important than ever to convince audiences to keep travelling, as they face uncertain times following the Brexit vote and an increased terrorism risk, according to easyJet’s group commercial director Peter Duffy.
  The budget airline unveiled its new ‘Why Not?’ campaign yesterday (15 September), which was created by VCCP, in a bid to encourage people to take more trips to Europe.
  The campaign will hit TV screens on Saturday (17 September) and will run across vid
  
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• Survival of the fittest: From media agency to data consultant

  16-09-2016 13:20
  
  It’s a jungle out there for media agencies. Stretched thin in order to keep abreast with the blistering pace of innovation, data centricity, etc, they must compete with the likes of Google and adtech companies while also implementing complex and different technologies to deliver for their clients.
  The martech industry, seeking to simplify and consolidate the vast marketing ecosystem, should be offering a golden ticket solution. But is the technology the media agency’s saviour, or is
  
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• HSBC set to take over British Cycling sponsorship from Sky following Rio medal success

  16-09-2016 13:09
  
  HSBC is reportedly set to replace Sky as the sponsor of British Cycling in a multi-million deal that will see the banking group capitalise on the explosion of interest around the sport following Team GB’s medal-laden success at the Rio Olympics.
  Official confirmation of the deal is expected to come this weekend when HSBC holds its first cycling festival in Birmingham on Sunday (18 September).
  News of a new sponsor for British Cycling has been expected after Sky announced last year that it
  
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• e3 collaborates with Sitecore and Rackspace to launch The Experience Series events

  16-09-2016 13:09
  
  e3, one of the UK’s largest independent agencies, has announced the launch of ‘The Experience Series’, three events taking place in November and December 2016 with partners Rackspace and Sitecore.
  At each event, expert speakers will consider key aspects of the future customer experience - Secure Experience (SX), Artificial Experience (AX) and Content Experience (CX) - to enable brands to provide more seamless, immersive engagement for their target audiences.
  Outlining the think
  
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• BBC grumbles over ‘disappointing’ pay transparency rules

  16-09-2016 13:01
  
  The BBC has expressed its ‘disappointment’ at the planned implementation of new rules on mandatory pay transparency for all employees earning more than £150k per year, warning that it could impact its on screen presenting talent.
  Pay disclosure is a key plank of the draft charter unveiled by culture secretary Karen Bradley but outgoing BBC Trust chair Rona Fairhead expressed ‘disappointment’ with the measure.
  Fairhead remarked: “We don’t agree with the g
  
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• Learning the lessons of ‘traingate’: brand collisions, collateral damage and the value of authenticity

  16-09-2016 12:49
  
  Much has already been written about Jeremy Corbyn’s infamous Virgin Trains East Coast (VTEC) London to Newcastle trip on 11 August. Following the journey Mr. Corbyn released a film suggesting a lack of available seats on the train, and also calling for renationalisation of the UK’s trains by way of a solution.  Almost a week later, Sir Richard Branson released a counter-film based on Mr. Corbyn’s journey, using the on-board CCTV, to dispute his claims.
  It is unlikely that
  
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• Apple employees allege the office culture is 'sexist' and 'toxic' in leaked emails

  16-09-2016 12:35
  
  A report containing a series of leaked emails from Apple employees has prompted the company to respond to claims that the its work environment is "toxic" and "sexist," and that managers took no action when male staff made jokes about rape. 
  The allegations were first published by millennial magazine Mic, which obtained the emails and accounts of a dozen unidentified women who claim to have been subjected to a "very toxic atmosphere" within the tech giant's walls.
  The leak came fro
  
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• Tesla accused of ‘pushing the envelope’ on safety

  16-09-2016 12:22
  
  Tesla has come under fire for having ‘pushed the envelope’ on safety by former business partner Mobileye following a fatal crash in which the electric car pioneer’s Autopilot system was implicated.
  Amnon Shashua, chairman of the computer vision company, claimed to have severed ties with the manufacturer over concerns that a push to roll the system was premature.
  Speaking to Reuters Shasua said: “It [Autopilot] is not designed to cover all possible crash situations in a sa
  
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• A look around the new Paris offices of BETC as it moves agency to fringes of the city

  16-09-2016 12:22
  
  As with many of the world's major cities, creativity emerges in unexpected places – flourishing at the fringes. London has Dalston and Peckham, New York has Williamsburg, and Berlin Kreuzberg.  
  BETC is looking to harness the dynamic energy of the fringes by moving its offices to the Parisian suburb of Pantin, where the community will form an integral part of the advertising agency's future.Les Magasins généraux
   
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  The new hub, Les Magasins gén
  
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• Echo chamber or political melting pot? Social media’s influence on politics and democracy

  16-09-2016 12:00
  
  Up until now the focus of Social Media Week London has, quite rightly, been on the positive developments in the digital and social space, and on the ways in which the algorithms and invisible forces that underpin the internet have refined and improved our online experiences.
  Therefore it was refreshing to hear a bit more from the cold side of the pillow at Thursday morning’s session “Social Media Penetration: Implications for Civil Society”, chaired by Edelman’s UK chief
  
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• London named world’s most expensive city for tech startups

  16-09-2016 11:48
  
  London has been crowned the world’s priciest city in which to establish a tech startup, with the cost of commercial office space in Shoreditch soaring higher than San Francisco or Brooklyn according to commercial property consultants Knight Frank.
  The survey put the annual cost of leasing 600sq/ft of office space in Shoreditch at $67k, higher than equivalent markets in Brooklyn and San Francisco, which would set prospective occupants back $63k and $62k respectively.
  This has stoked concern
  
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• London named world’s most expensive city for tech start-ups

  16-09-2016 11:48
  
  London has been crowned the world’s priciest city in which to establish a tech start-up, with the cost of commercial office space in Shoreditch soaring higher than San Francisco or Brooklyn according to commercial property consultants Knight Frank.
  The survey put the annual cost of leasing 600sq/ft of office space in Shoreditch at $67k, higher than equivalent markets in Brooklyn and San Francisco, which would set prospective occupants back $63k and $62k respectively.
  This has stoked concer
  
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• immediate future to guest lecture at Kingston University on social media for brands

  16-09-2016 11:44
  
  Senior executives from social media consultancy immediate future have been invited to guest lecture at Kingston University.
  immediate future will be lecturing at both the post-graduate Masters in integrated marketing communications and the undergraduate course on marketing communications.
  Dr Shalini Ramlall, lecturer in Interactive Marketing at the university’s business schools says: “Our aim is to provide students with an in-depth knowledge and understanding of the key conceptual fr
  
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• The Guardian cosies up to startups to find the ‘next big innovation in media’

  16-09-2016 11:42
  
  The Guardian is backing an accelerator scheme managed by Founders Factory that will look to unearth the next big innovations in media.
  The six-month MediaTech initiative opens for applications today and builds on its original iteration, which is set to unveil its first graduates (see below). The Guardian kicked off a five year tie-up with Founders Factory in January that will see them work together to develop five startups annually and build two ideas from scratch.
  Vidsy: A self-serve
  
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• Publicis London's MD Will Arnold-Baker to leave

  16-09-2016 11:24 via campaignlive.co.uk
  
  Publicis London's managing director Will Arnold-Baker will leave Publicis London at the end of the year.
  
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• Are LGBT+ people being airbrushed from advertising?

  16-09-2016 11:24 via campaignlive.co.uk
  
  One year after the launch of PrideAM, founding president Scott Knox questions whether the ad industry has come far enough in representing LGBT+ people.
  
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• Jeremy Clarkson’s hotly anticipated Grand Tour set for 18 November debut

  16-09-2016 11:22
  
  Former Top Gear hosts Jeremy Clarkson, James May and Richard Hammond are to make their long-awaited comeback on Friday 18 November when the opening episode airs on Amazon Prime.
  The Grand Tour will be made available as an Amazon Prime Video exclusive on that date and to whet viewers appetites the pair released a 30 second promotional clip showing a familiar diet of explosions, vehicles and exotic locales.
  An international venture the series has been shot in California, Germany, South Aftica and
  
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• Carlsberg goes for craft look with simplified can design

  16-09-2016 11:19
  
  Carlsberg Germany has followed Budweiser and Coca-Cola with a pared back can design that it hopes will ' separate the wheat from the chaff' as independent breweries prove ever more popular on the shelves. 
  The minimalistic design removes some of the descriptive clutter from the can and emphasises the hop leaf on both the can and the tab and comes with a matte finish.
  Designed by Swedish design agency Kontrapunkt, the new look aims to "distill the purity and quality of the pro
  
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• Is advertising finally ready to shake off its last taboos?

  16-09-2016 11:00
  
  The success of Maltesers' campaign showing “the lighter side” of disability demonstrates the power of breaking taboos and embracing inclusivity as marketing strategy, writes Simon Massey, global CEO of The Gild.
  A woman talking about cerebral palsy joking about her love life, a woman in a wheelchair at a wedding accidentally running over the bride’s foot, a deaf woman using sign language to tell a story about her dog swallowing her hearing aid… You’d be forgiv
  
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• Birds Eye moves away from masterbrand strategy with 'emotive' new design

  16-09-2016 10:59
  
  Birds Eye has made a departure from its 10-year Masterbrand strategy with the introduction of new packaging designs for its Simply Breaded and Harry Ramsden’s ranges.
  The reinvigoration of the brand was conceived and executed by brand design consultancy Brandon, who was tasked with drawing the consumer back to the brand as own-label supermarket branding becomes more sophisticated.
   The new design heroes the product and plays on memories of happy times spent together as a family &ndash
  
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• #FreeTheBid drive launches to combat lack of female ad directors

  16-09-2016 10:56 via campaignlive.co.uk
  
  Ad agencies are being urged to take the #FreeTheBid pledge to ensure more female directors are given the opportunity to direct ads.
  
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• Marriott turns to its members to champion the benefits of its loyalty program

  16-09-2016 10:49
  
  Marriott has launched a new campaign for its loyalty program, Marriott Rewards, which uses its members’ travel stories to showcase the benefits and diverse range of its brands.
  The ‘You Are Here’ campaign will see Marriott Rewards members tell their travel stories in their favourite locations when it debuts tonight (16 September) on US broadcast television during NFL coverage, followed by placements on Facebook’s interactive mobile ad format, Canvas, and through a multi-p
  
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• Visionary has become a dirty word. And the dirty word is generalist

  16-09-2016 10:30
  
  I hate being hapless. But that’s how I feel when I’m labelled as a generalist. I feel like the victim of a powerful piece of repositioning by a clever competitor. 
  Hertz was involuntarily repositioned as a bloated and complacent market leader when Avis said that number two tries harder. And, whether they know it or not, whether it is inadvertent or some kind of conspiracy, that is what those pesky specialists are doing to people like me. To call someone a generalist is to damn t
  
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• Sarah-Jane Mee to replace Eamonn Holmes as Sky News Sunrise anchor

  16-09-2016 10:30
  
  Sky news Sunrise has appointed Sarah-Jane Mee and co-host Jonathan Samuels to fill a vacancy created by the departure of Eamonn Holmes from its flagship breakfast news bulletin.
  Starting on 17 October Mee will join sports presenter Jacquie Beltrao and weather presenters Isobel Lang and Nazaneen Ghaffar in the hot seat, expressing herself to be ‘absolutely thrilled’ at the prospect.
  Mee said: “I feel privileged that I will be starting the day with Sunrise viewers around the UK a
  
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• Apple News offers publishers in-app subscriptions

  16-09-2016 10:11
  
  Apple has overhauled its News app to enable publishers to sign up new subscribers from within the platform, albeit with Apple taking a 30 per cent cut of all new subscriptions and 15 per cent of any renewals.
  The changes follow roll-out of iOS 10 and will allow readers to sign up for as many as 14 separate publications and pay direct6ly from their iTunes accounts, opening up a new revenue stream for participating publishers such as The Economist, Cosmopolitan and Time.
  Using this approach Apple
  
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• Procter & Gamble, Unilever, Google, Facebook and more form ‘coalition for better ads’

  16-09-2016 10:07
  
  The world’s biggest advertisers and media owners have united for the first to form what is described as a ‘coalition for better ads’ at a time when scepticism over the efficacy of digital media is rife. 
  Procter & Gamble, Unilever, Google and Facebook are among the group’s founding members, alongside trade bodies such as the World Federation of Advertisers, IAB Europe and the American Association of Advertising Agencies. That a group such as this has a breadth of
  
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• Campaign Viral Chart: Audi's 360-degree video is most shared ad

  16-09-2016 10:05 via campaignlive.co.uk
  
  Audi Germany's 360-degree video showing the experience of driving an Audi R8 Coupé V10 was the most shared ad this week. Mercedes-Benz, PlayStation, Xbox and Gatorade also made up the chart's top five.
  
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• Morning Bulletin: DJ free radio, Chinese surveillance fears & new digital ad standard

  16-09-2016 09:56
  
  Radio listeners irritated by interruptions to their music can rejoice this morning with the launch of a new DJ-free station, but watch your back when walking down the street as China might be watching. We also report on a new digital ad standard which has the backing of a host of industry heavyweights.
  Social has become the new TV advert according to Darren Rajanah, commercial chief at multi-website online retailer Hut Group, as he spoke to Retail Week about the singular importance of the sector
  
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• Kevin Hand remembered as 'towering figure' of magazines

  16-09-2016 09:47 via campaignlive.co.uk
  
  Britain's magazine industry turned out in force to celebrate the life of Kevin Hand, the former chief executive of Emap and Hachette Filipacchi.
  
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