Marketing news

• Expanded Netflix research shows how quickly viewers get hooked to series

  21-09-2016 23:06
  
  Last September, Netflix introduced data showing the exact episode that hooked viewers to a TV series. This year, Netflix has expanded on the research, looking at 30 additional series across nearly 40 countries.
  Netflix defines the hooked episode as the one when 70 per cent of viewers who watched the episode go on to complete season one of the same series.
  It turns out that, even looking across so many countries, people get hooked on the same episodes and shows with similar themes (mysteries, you
  
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• The7stars names its media agency start-up Bountiful Cow

  21-09-2016 22:49 via campaignlive.co.uk
  
  The7stars' new media agency is to be called Bountiful Cow when it launches later this year under the leadership of Henry Daglish, the former managing director of Arena Media.
  
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• US Creative Work of the Week: Babies sport election-themed diapers in adorable Honest Company spot

  21-09-2016 22:33
  
  To try and brighten spirits during one of the most heated and controversial presidential election cycles to date, The Honest Company has rolled out an adorable spot featuring babies clad in diapers that have both donkey and elephant illustrations on them.
  The video, which was created by agency Supermoon to promote The Honest Company’s limited-edition line of election-themed diapers, has been voted by readers as US Creative Work of the Week.
  In the ad, a group of babies are placed in a gian
  
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• Virgin America teammates reject tentative contract deal as Alaska Airlines Group acquisition draws near

  21-09-2016 22:29
  
  After being acquired by Alaska Airlines Group, which will make it the fifth largest airline in the U.S. once the acquisition officially occurs, and after the news that Virgin Group founder Sir Richard Branson is debating launching a competing airline, Virgin America in-flight teammates have rejected the tentative agreement that their union reached with the airline.
  With the rejection, comes frustration, since flight attendants at both Virgin America and Alaska are left waiting on decisions that
  
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• Oreo debuts new cookie flavors with social channel Twisted

  21-09-2016 20:45
  
  To debut two new Oreo flavors, mint and strawberry cheesecake, the cookie brand partnered with Jungle Creations, social channel, Twisted, and social influencer, Arron Crascall, who has over four million views on Facebook, to create a seven-week digital video campaign. Through two branded videos, six branded recipe videos and one live stream with Arron Crascall, Mondelez is looking to bring the new flavors to market by tapping into various avenues.
  Jungle Creations was tasked by Mondelez to
  
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• Viacom hunts for new boss as interim chief executive Tom Dooley steps down

  21-09-2016 20:13
  
  Viacom's interim chief executive Tom Dooley has stepped down, with a source close to the situation informing Reuters that the company will look both internally and externally for a replacement. 
  The media giant, which owns the likes of MTV, Comedy Central and Nickelodeon has confirmed that Dooley will be leaving in November. His departure follows on from a high-profile power struggle between controlling shareholders Sumner Redstone, the firm's board and former chief executive Philippe
  
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• Ad of the Day: Marvel star-studded 'Save the Day' spot entices US citizens to vote by promising that Mark Ruffalo will get naked

  21-09-2016 19:20
  
  The Drum's Ad of the Day sees Avengers star Mark Ruffalo promise to do a full frontal nude scene if US citizens vote against Donald Trump in the forthcoming presidential election. 
  Ruffalo features in the star-studded campaign from Save the Day, a pro-Hillary Clinton group dedicated to spreading the idea that voting is a "necessary and heroic act," and promises to go "full Marky," if Trump loses out on the White House. 
  Shot in the style of a spoof celebri
  
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• Can an activist site change In-N-Out and other fast food menus?

  21-09-2016 19:06
  
  Fans of California-based In-N-Out Burger are dedicated hamburger eaters. The chain’s simple menu – cheeseburgers, hamburgers, shakes and fries – has dedicated customers, one might even consider them cult-like in their love for the joint, that keep its empire growing on the west coast.
  But a group a vegans and vegetarians have started a petition on Change.org to add a meat-free burger or a full meat-free meal.
  The chain currently only offers non burger eaters a cheese sandwich o
  
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• Twitter inks global live-streaming deal with Bloomberg to showcase US election detbates

  21-09-2016 19:05
  
  Twitter and Bloomberg have signed an exclusive deal to live-stream broadcasts of the latter's 2016 US presidential and vice-presidential debates on the social network. 
  The agreement expands upon an existing partnership between the duo following an announcement in July that Twitter was to stream select Bloomberg TV shows.
  As well as footage from debates between Hillary Clinton and Donald Trump, the stream will also include special Bloomberg politics programming before and after each show, w
  
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• Is it enough to just disrupt the market or will the Uber value bubble burst?

  21-09-2016 18:38
  
  I love Uber. I’m over Uber.  
  The giant ride sharing service has become an iconic symbol of disruption in this new economy.  I don’t want them to blacklist me with a bad rating, but I feel compelled to call us out (as an industry) for getting carried away by the company’s story and positioning Uber as an infallible services god. 
  I can understand how we got to this point.  It is easy to get carried away by Uber (literally) as it certainly is a remarkable org
  
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• Should agencies proactively re-pitch – or reimagine – their clients every year?

  21-09-2016 18:22
  
  A few years ago, a really smart strategist I was working with (Walt Barron at McKinney) and I had an idea.
  Some context: Walt is one of those strategists that creatives love. He’s always pushing for great work and gets as frustrated as creatives when great work doesn’t get sold.
  Well, we were in a rut with a particular client and we were having a few beers and reminiscing about the “good ol’ days” with this client. They weren’t really that long ago, but in an
  
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• EMO Unlimited: Head of Strategy

  21-09-2016 17:50
  
  £Competitive + comprehensive benefits package:EMO Unlimited:
  EMO Unlimited is at a key point in its development as an agency and a great place to be.
  Bristol (City Centre), City of Bristol
  
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• Can Google’s new chat app Allo rival Facebook Messenger and WhatsApp?

  21-09-2016 17:38
  
  Google has launched its chat app Allo, which differentiates from other messenger apps by using artificial intelligence (AI) to assist within user conversations.
  The AI tool, referred to as Google Assistant, leverages all of Google’s power in storing and finding out information. This means two friends having a chat about a restaurant can, for example, instantly find out where the closest burger joint is without the need to close their chat window.
  This capability has faced early
  
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• MMT Digital’s Ilesh Mistry joins Kentico panels for upcoming webinar and 404 conference in Vegas

  21-09-2016 17:34
  
  Kentico’s leading gold partner globally, MMT Digital, is to take part in a number of upcoming events promoting the powerful CMS platform.
  The digital marketing agency’s Kentico MVP and lead technical architect, Ilesh Mistry will be present at join a select panel of Kentico experts to take part an Ask The Experts webinar on 27 September, answering user questions on how to get the best from the all-in-one CMS, e-commerce and online marketing platform.
  Questions can be submitted beforeh
  
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• Former Isobar chief Nick Bailey lands at production house Dingo Bill

  21-09-2016 17:24
  
  Nick Bailey, Isobar’s former chief executive and chief creative officer EMEA, has joined film production company Dingo Bill as its chairman, CCO and partner.
  Bailey, who announced his decision to leave the Dentsu Aegis agency after three years in April, will work on the development of a digital-first creative production house alongside executive producer Jacob Madsen and founder and chief executive, Oliver Warren.
  Bailey commented: “This year I had a choice - to enter a third decade
  
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• Visit Wales appoints iCrossing as its digital agency

  21-09-2016 17:04
  
  Visit Wales has appointed iCrossing to manage all its digital marketing activity for the next two years, following a competitive pitch.
  The agency will provide integrated campaigns to promote Wales as a popular tourist destination and has also added ‘Trade and Invest’ to its account portfolio with the Welsh Government, tasked with attracting new businesses and investment to Wales.
  Mark Iremonger, chief executive officer at iCrossing UK, said: "We have worked with Visit Wales for
  
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• Facebook moves to a slightly more ‘open’ stance with a host of third-party measurement tie-ups

  21-09-2016 17:03
  
  Facebook has today (21 September) announced a several measurement tie-ups with third-parties, including: MarketShare; Nielsen; Oracle and Visual IQ, in a bid to show advertisers that it is not ‘grading its own homework’ when it comes to helping them evaluate the ROI on spend with the network.
  The latest developments are itemised below, with Facebook noting that Nielsen’s Catalina Solutions is now able to help marketers better establish how ads on the Facebook net
  
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• 'Don’t Let Hillary Leave You Defenseless' uses scare tactics to promote NRA

  21-09-2016 17:03
  
  The National Rifle Association isn’t known for its subtlety, and its latest ad campaign uses blatant scare tactics to make you believe Democratic presidential nominee Hillary Clinton wants to take away your guns if she is elected.
  The gun lobby’s 'Don’t Let Hillary Clinton Leave You Defenseless' ad shows a woman who hears a noise outside in the middle of the night. She gets up to run to her phone and call the police while activating her gun safe and grabbing her gun. The calm f
  
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• Jolie-Pitt divorce and the changing nature of celebrity purpose

  21-09-2016 16:59
  
  The world gasped Tuesday as two globe-trotting celebrities – both notable philanthropists – called it quits. Among blockbusters and awards galas, Angelina Jolie and Brad Pitt moved the needle on things that mattered. As the United Nations General Assembly wrestles generational questions in a world of increasing economic inequality, and diminishing global opportunity, the seismic shift in one of the world’s most powerful couples sheds light on the future of the good these two st
  
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• Morgan Rutherford Associates: Media Sales Executive

  21-09-2016 16:48
  
  £20K Basic+Commssion:Morgan Rutherford Associates:
  Sales Executive, £20K Basic+Commission, London. Are you a recent Graduate or College leaver looking to start your media sales career?  Then get in ...
  London (Central), London (Greater)
  
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• Diageo takes ‘no rules’ approach to battle ‘outdated’ views on whisky in new Beckham ad

  21-09-2016 16:46
  
  Diageo is launching a campaign today (21 September) for its Haig Club ‘Clubman’ variant, which seeks to change people’s “outdated” views on how and where scotch should be consumed and encourage them to have it as part of a cocktail.
  The 360-degree campaign, which shows David Beckham enjoying a drink with some friends against the Miami skyline, launches in print today and will run across TV, digital, outdoor and social. It will also involve experiential activations a
  
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• Diageo battles ‘outdated’ views on whisky in new David Beckham ad

  21-09-2016 16:46
  
  Diageo is launching a campaign today (21 September) for its Haig Club ‘Clubman’ variant, which seeks to change people’s “outdated” views on how and where scotch should be consumed and encourage them to have it as part of a cocktail.
  The 360-degree campaign, which shows David Beckham enjoying a drink with some friends against the Miami skyline, launches in print today and will run across TV, digital, outdoor and social. It will also involve experiential activations a
  
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• Apple eyes McLaren takeover talks

  21-09-2016 16:44 via campaignlive.co.uk
  
  Apple could be on the verge of its long-mooted move into vehicles, after the tech giant approached McLaren Technology Group about a potential acquisition.
  
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• How one charity is saving lives by moving to programmatic

  21-09-2016 16:20
  
  Charity Missing People has credited a shift from print to programmatic with helping it to “save lives”.
  Speaking at the Get With The Programmatic conference today (21 September), Ross Miller, director of fundraising and communication at Missing People, said the charity’s biggest problem has been budget and the challenge of having no marketing spend.“We have a big goal, to find every child, but one of our key challenges is resources. We have the challenge of zero marketing
  
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• How charity Missing People is saving lives by moving to programmatic

  21-09-2016 16:20
  
  Charity Missing People has credited a shift from print to programmatic with helping it to “save lives”.
  Speaking at the Get With The Programmatic conference today (21 September), Ross Miller, director of fundraising and communication at Missing People, said the charity’s biggest problem has been budget and the challenge of having no marketing spend.“We have a big goal, to find every child, but one of our key challenges is resources. We have the challenge of zero marketing
  
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• Coty picks Publicis Media to take on beauty brands bought from P&G

  21-09-2016 16:15 via campaignlive.co.uk
  
  Coty has awarded its expanded global media business to incumbent Publicis Media, which will now have responsibility for specialist beauty brands bought from P&G.
  
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• ‘What are you going to do about it?’ – Marley Dias inspires 3% Conference theme

  21-09-2016 16:05
  
  When you look at the accomplishments of Marley Dias, not knowing her age, it’s obviously impressive. When you learn that she is an 11-year-old, fifth grade student from West Orange, New Jersey who took it upon herself to affect change, you realize that the world is lucky to have someone in it who will continue to make a difference. 
  Dias is the founder of #1000BlackGirlBooks, a book drive to collect the stories of women of color. She has made the public rounds on Ellen, has
  
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• Russell Parsons: Follow Nationwide’s lead and don’t wait for a crisis to reassess your brand

  21-09-2016 16:05
  Is it better to work for a brand when all is rosy; when net promoter scores are buoyant and marketing-attributed revenue is on an upward trajectory?
  Or is better to be staring down the barrel, faced with a crisis and your brand reputation in complete tatters?
  I was prompted to ask this question after reading our interview with Sara Bennison, Nationwide’s first CMO. She previously held several top marketing roles over seven years at Barclays –before, during and after the financia
  
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• MullenLowe London's chief creative officer, Dave Henderson, departs

  21-09-2016 16:00
  
  MullenLowe London’s chief creative officer, Dave Henderson, has left the company to pursue other creative opportunities following its unveiling of plans to create a new global corporate identity.
  Henderson's departure brings to an end his 18 year working relationship with Rich Denney, MullenLowe London’s executive creative director. He will be temporarily replaced Jose Miguel Sokoloff, global president of MullenLowe Group’s creative council and co-chairman and chief operations
  
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• Channel 4 lands rights to 2020 Paralympics coverage following 'outstanding' Rio 2016 run

  21-09-2016 15:52
  
  Channel 4 has retained the broadcast rights to the Paralympic Games, with the International Paralympic Committee (IPC) signing a letter of intent for the broadcaster to cover the next two editions of the Games. 
  The deal will also see the network cover the London 2017 Para Athletics World Championships. It comes just days after the final whistle from this year's event in Rio during which Channel 4 broadcast over 700 hours of Paralympics coverage to more than 28 million viewer
  
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• lastminute.com acquires social travel network WAYN to boost content offering

  21-09-2016 15:26
  
  Online travel firm lastminute.com has acquired social travel network WAYN in a move intended to enhance its content offering across the group’s European travel sites.
  As part of its strategy to help advertisers tell integrated stories through powerful content, WAYN will be integrated into lastminute.com group’s new media business, The Travel People.
  The acquisition is intended to boost lastminute’s ability to engage a young and captive audience with the addition of WAYN’s
  
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• In the latest twist in the 2016 election, NBC’s Democracy Plaza goes virtual

  21-09-2016 15:00
  
  In 2016, American democracy could very well go to hell in a handbasket. In the meantime, however, NBC News’ Democracy Plaza has a more promising destination: virtual reality.
  That’s right: Virtual Democracy Plaza is a “social virtual reality experience” from NBC and social VR firm AltspaceVR, which, NBC said, is the first time a major network has used VR “as a communication medium to cover an election. “
  A virtual epicenter
  It’s also the first time
  
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• What can internal comms learn from consumer journalism?

  21-09-2016 14:37
  
  The rise of broadband, smartphones and social media has changed the way that we consume news outside of work. Yet often, internal communications seems stuck in the dark ages of bland newsletters and email marketing that doesn’t quite hit the mark.
  Our attention span is the shortest it has ever been – at just eight seconds – we dual screen more than ever before, and we’re likely to stop reading an article after 15 seconds. Err, you're still with me, yes?
  Consumer jour
  
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• The United Nations launches virtual reality app to tell global stories; partners with Samsung, Oculus

  21-09-2016 14:30
  
  The United Nations Millennium Campaign has created the United Nations Virtual Reality project to bring to life the world’s unheard voices through a five-part virtual reality series. The mobile app will feature VR films created by the UN and filmmakers from around the world, including Jordan, Liberia, Nepal, India and Gaza.
  "I always see this project as an incredible nexus of people who are in the policy world, the tech world and the Hollywood world, the filmmaker world," said Gabo Arora, U
  
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• Yard joins Pearson Vue network to offer certification testing in Cardiff

  21-09-2016 14:16
  
  Pearson Vue, the computer-based testing (CBT) business of Pearson has signed an agreement with technical marketing agency Yard to test candidates pursuing key industry certifications from leading IT programmes, such as Cisco, CompTIA, EMC, HP, LPI, Oracle and VMware.
  Yard will offer accessible and secure testing to candidates from their Cardiff office.
  Ray Murray, vice-president of business development at Pearson Vue, said: “We are proud to welcome Yard to the rapidly growing global networ
  
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• An inside look at EPIX's interactive 360 experience for 'Berlin Station'

  21-09-2016 14:02
  
  To promote the launch of spy thriller "Berlin Station", produced by Paramount TV and Anonymous Content, premium entertainment network EPIX teamed up with the technology agencies Ayzenberg, WIREWAX and Scopic to create an interactive 360-degree experience. 
  Available at BerlinStation.com, the micro-site is narrative-driven and provides viewers with insights into the characters and storyline ahead of the series premiere on October 16th. The platform works on both desktop and mobile and c
  
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• Liberty Global brings Netflix to video customers in 30 countries

  21-09-2016 14:00
  
  Liberty Global, the largest cable TV and broadband company, is partnering with Netflix Inc. for a multi-year partnership to make content available to video customers across 30 countries. The advanced digital TV platforms will bring Netflix series, movies and kids programming to Liberty Global subscribers in Europe, Latin America and the Caribbean.  
  “We are committed to bringing the best content to our customers, and are thrilled to expand our partnership with Netflix. This deal will
  
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• Using data to reach the modern day consumer

  21-09-2016 13:47
  
  Duncan McCrumEMEA territory director
  Digital advertising has undergone various stages of transformation since the first banner ads appeared in the early 1990s. Today, marketers must contend with fragmented consumption patterns and limited attention spans in an increasingly mobile-centric world. The solution? Embracing the power of data science and the many advantages it brings to digital advertising. When equipped with the right tools, marketers can implement the most effective programmatic str
  
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• Clear Channel restructures into single commercial team

  21-09-2016 13:47 via campaignlive.co.uk
  
  Clear Channel UK is restructuring its commercial team by bringing all digital sales and creative services into a single department led by commercial director Chris Pelekanou.
  
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• Hospitality specialist Keith Prowse unveils new branding

  21-09-2016 13:35
  
  Corporate hospitality and business entertainment specialist Keith Prowse has unveiled a new corporate identity, designed to strengthen the company’s industry leading position, which includes official appointments to The Championships, Wimbledon, The Aegon Championships, Twickenham Stadium and the Investec Derby Festival.
  The new branding, conceived in partnership with creative design agency Make Studio, will enable Keith Prowse to support the emergence of hospitality experiences that focus
  
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• Twitter #Live - time for TV's sidekick to take centre stage?

  21-09-2016 13:31
  
  Twitter has long  been a powerful sidekick to TV. The conversations and trending topics on the platform are often dominated by whatever's on the box at that time. Shows can find new life and new audiences if they successfully attract good buzz on the platform, and advertisers have even developed ways to buy Twitter ads to match up with their on air sponsorships.
  It's clear however, that the platform has ambitions to become centre stage, and over the next few months we're about to see how th
  
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• Do It Day: The NSPCC needs your ideas to help Childline keep youngsters safe

  21-09-2016 13:28
  
  On 30 October, Childline will celebrate 30 years of helping children across the UK deal with their problems. When the counselling service launched in 1986, the world looked very different, and the main point of contact for over 95 per cent of those reaching out to Childline did so through a phone box or landline. Fast forward to today, and some 70 per cent of Childline’s contacts come through online channels.
  This is putting an enormous strain on the charity – which 10 years ago beca
  
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• Is AMP the answer to boosting mobile search turbo?

  21-09-2016 13:17
  
  Almost everything we consume as a society is centred around saving you time, so that you can do and be more in every facet of your crazy lifestyle.
  Rumour has it the latest edition of the Tesla Model S P100D accelerates faster on a runway than it would be if you dropped it out a plane. Yet, people would rather set it to autopilot so they can crunch through work e-mails or catch-up on last nights’ Great British Bake Off on the way to work, rather than do any actual driving. We always want t
  
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• Virgin Disruptors 2016 event appoints TVC Group to deliver comms campaign

  21-09-2016 13:14
  
  Virgin Disruptors 2016, an event designed to bring together ‘disruptive' business leaders  to debate key global issues, has appointed TVC Group to deliver an integrated comms campaign.
  TVC won the brief following a competitive pitch and has been tasked with positioning Virgin Disruptors as a hub for entrepreneurship, intrapreneurship and disruptive thinking. The team will deliver a full PR programme, aimed at increasing digital reach through moments online, as well as driving ticket s
  
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• Ex-Isobar UK CEO Nick Bailey joins production company Dingo Bill

  21-09-2016 13:07 via campaignlive.co.uk
  
  Nick Bailey, the former UK chief executive and EMEA chief creative officer of Isobar, has resurfaced at full service film production company Dingo Bill.
  
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• Molson Coors merges marketing and sales to form “united front” for consumers

  21-09-2016 13:01
  
  Molson Coors has merged its sales and marketing team to produce an in-house division called Brew + Press in a bid to “form a united front” to consumers and increase cut-through by placing a bigger focus on experiential.
  The brewer, which owns brands such as Carling, Cobra and Rekorderlig UK, says it formed the new division in a bid to stop the current decline in the ‘on-premise’ sector, which includes bars and restaurants. It hopes that a focus on casual dining and experi
  
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• Google releases Allo chat app powered by Google Assistant

  21-09-2016 12:48
  
  Google is hoping disrupt Facebook’s grasp of the Western chat app market secured via WhatsApp and Messenger, with the release of a rival service called Allo.
  Differentiating it from the horde of chat apps fighting WhatsApp and Messenger for dominance however is a focus on intelligence and assistance via the Google Assistant. The major selling point is that users will be able to ask the assistant questions while remaining in the chat, voiding the need to jump around apps.
  On this, the Googl
  
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• Should your agency start targeting brands in Singapore?

  21-09-2016 12:27
  
  From blue chips using Singapore as a hub to test and launch their products into the broader South East Asian market, to the tech start-ups and innovative challengers in the microstate seeking a global audience – there is a huge opportunity for agencies to win work. Whether you already have a presence in South East Asia or are planning your agency’s growth strategy for 2017 and beyond, there’s never been a better time to be reaching out to brands in Singapore.
  Two sectors to wat
  
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• ASA revokes ban on Greenpeace fracking advert

  21-09-2016 12:21
  
  An advert by Greenpeace calling for the public to petition against government fracking plans that was banned by the Advertising Standards Agency in 2015 has had its ban revoked, with the UK advertising watchdog admitting its initial ruling was wrong.
  The ad, which first appeared in national press on 14 January 2015, stated that “fracking threatens our climate, our countryside and our water” and that “experts agree - it won't cut our energy bills”. 
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  It was
  
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• The power of honesty in advertising and why your brand should flaunt its flaws

  21-09-2016 12:18
  
  Planning to move house? Here’s a bargain you might want to look at from estate agent, Roy Brooks:
  “Wanted: Someone with taste, means and a stomach strong enough to buy this erstwhile house of ill-repute in Pimlico. It is untouched by the 20th century as far as conveniences for even the basic human decencies are concerned. Although it reeks of damp or worse, the plaster is coming off the walls and daylight peeps through a hole in the roof, it is still habitable judging by the bed of r
  
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