Marketing news

• RBS starts ‘long march’ on the road to lift brand attribution for ‘Royal Bank’ and Natwest

  24-09-2016 19:01
  
  As its 2020 deadline to become the UK’s most trusted bank nears, beleaguered Royal Bank of Scotland (RBS) launches ads to bring clarity to its switch from a branded house to a house of brands with RBS and Natwest.
  In other words, it’s “one of the world’s most impossible marketing tasks” admits chief marketing officer, David Wheldon. And he has a point: a rebrand in Scotland to Royal Bank; a repositioning of the Natwest retail bank in England and Wales; a revamp of t
  
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• RBS start ‘long march’ on the road to lift brand attribution for ‘Royal Bank’ and Natwest

  24-09-2016 19:01
  
  As its 2020 deadline to become the UK’s most trusted bank nears, beleaguered Royal Bank of Scotland (RBS) launches ads to bring clarity to its switch from a branded house to a house of brands with RBS and Natwest.
  In other words, it’s “one of the world’s most impossible marketing tasks” admits chief marketing officer, David Wheldon. And he has a point: a rebrand in Scotland to Royal Bank; a repositioning of the Natwest retail bank in England and Wales; a revamp of t
  
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• African American creative leaders call on senior marketers for change at Advertising Week

  24-09-2016 16:22
  
  Back in July, Saturday Morning, a collective of four African American leaders, came together with the intention of building across creative industries to bring about societal change. Keith Cartwright, ECD at Butler, Shine, Stern & Partners, Geoff Edwards, creative executive at Creative Artists Agency, Jayanta Jenkins, global group creative director of advertising at Twitter and Jimmy Smith, chairman, CEO and CCO of Amusement Park are leading the charge — and during Advertising Week nex
  
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• Norwegian Airlines capitalises upon Brangelina fracture with reactive ad

  24-09-2016 13:27
  
  The high-profile split between actors Brad Pitt and Angelina Jolie has been a point of ridicule and interest in the media but one brand, Norwegian Airlines, has received substantial coverage by urging Brad-admirers to make the trip to Los Angeles.
  The airline has used the split to push its £169 single to Los Angles from London, in a newspaper print ad and on social media reminding the public that ‘Brad is Single’.
  London to LA from £169* one way #FlyNorwegian https://t.co
  
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• Snapchat rebrands as Snap Inc after camera 'Spectacles' unveil

  24-09-2016 13:04
  
  Ephemeral messaging service Snapchat has played its hand, showing a wider strategy beyond its core messaging app with the unveiling of its secretive venture into hardware.
  Following a sweeping rebrand that’s saw web domains and social media counts renamed as Snap Inc, company chief executive Evan Spiegel has revealed Spectacles – a pair of $130 sunglasses with an embedded video camera.
  Aping a minor feature boasted by Google Glass, the product looks to be focused only capturing momen
  
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• Gender pay gap will remain until 2069 says Deloitte

  24-09-2016 12:26
  
  A shortage of women in science, technology, engineering and mathematics jobs will ensure that the gender pay gap will not be bridged until 2069.
  Deloitte research said women should aim for careers in the STEM disciplines where pay is more balanced – but still unequal. If the gap continues to close at an average rate of 2.5p annually, it will continue to exist until 2069.
  The research said that it is largely due to the occupational differences across the genders with women making up just 14
  
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• Iceland could clash with Iceland in EU over Iceland trademark

  24-09-2016 12:07
  
  Supermarket retailer Iceland could be faced with a lawsuit from the nation of Iceland forcing it to drop or less actively enforce its EU Iceland trademark.
  Iceland’s ministry of foreign affairs told the PA that is considering action against the retailer, considering a cancellation action against its ownership of the Iceland trademark in the EU.
  A spokesman for the Promote Iceland agency which has ties to the ministry said it wants to ensure it wants to ensure the retailer cannot hinde
  
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• Royal Bank of Scotland MD admits the brand was nearly dropped before renewed ad push

  24-09-2016 11:38
  
  David Wheldon, the marketing director of the Royal Bank of Scotland has admitted the brand was nearly completely scrapped before it was switched out in England and Wales, with it now receiving a renewed push in Scotland.
  Wheldon told the Times that it would have been “nuts” to drop the famous brand, however, it has constricted considerably. In May it emerged that the RBS branding will be stripped from 500 branches in England, Wales and Scotland.
  Furthermore, RBS was to rema
  
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• Ten tips for building an effective marketing strategy

  24-09-2016 07:38
  
  With technology creating colossal opportunities for marketing, there are still some fundamental or basic tenets to marketing that seem to be getting lost in the translation today.  The Drum looked at some of the most important factors in a strong marketing strategy that have stood the test of time. They are the following.
  1. Determine the Target Audience
  One of the most important aspects of a marketing strategy is to determine who the target audience is. This is one of the basic principles
  
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• ‘We f*cked up’ admits RBS Group CMO as it ‘presses reset’ for new NatWest campaign

  24-09-2016 07:02
  
  NatWest has launched a new ad that signifies major changes to its brand. The new campaign, which launched on 23 September and has the slogan ‘We are what we do’, recognises that banks should be responsible for what they do as well as what they say, inviting consumers to hold NatWest to account for its actions.
  The lead 60-second spot is both emotive and honest by equal measure, using shots of British icons such as Charlie Chaplin as a voiceover representing the NatWest brand says &l
  
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• CBSN will be first network to feature Instagram Stories as part of live coverage

  24-09-2016 04:02
  
  Ahead of the upcoming presidential and vice presidential debates, CBSN and Instagram today announced a partnership that will integrate Instagram Stories in CBSN’s coverage. CBSN is CBS News’ 24/7 streaming service; Instagram released its Snapchat-like Stories in early August
  CBSN talent – including Nancy Cordes, Vladimir Duthiers, Major Garrett, Reena Ninan, Will Rahn and Bob Schieffer – will create Stories that will be featured in coverage before and after the debates.
  A
  
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• ‘You want to literally punch his face’: New Clinton ad impresses, gets no Trump love from Donny Deutsch

  24-09-2016 01:58
  
  At first, this was going to be a story breaking down the newest ad from Hillary Clinton, “Mirrors.” The critique: It’s great, powerful and about as dead-on to the target as it can get — taking Donald Trump’s misogynistic comments over the years and putting them into the context of girls and young women in this country and asking, “Is this the president we want for our daughters?” Well, the answer, at least from where I sit, is no. 
  Judging from
  
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• Marketing a presidential candidate: Clinton’s top communications strategists on big data, amplifying micro-moments and making ‘wonkiness’ cool

  24-09-2016 00:54
  
  In the social media age, marketers have shifted their approach to position brands as people — but what can be learned from a team whose purpose is to position a person as a brand, and a presidential one at that?
  Less than 50 days out from the general election, Hillary Clinton’s top communications aides shared what goes into the marketing of a presidential candidate at a fireside chat hosted by TBWA\Chiat\Day NY as part of the agency’s “Disruptor” event series.
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• Google, Salesforce rumored among suitors to buy Twitter

  24-09-2016 00:02
  
  Struggling social network Twitter, which has been battered by Wall Street due to sluggish growth and performance, is exploring a sale with both Google and Salesforce among its suitors. The San Francisco-based platform, according to the Financial Times, has enlisted Goldman Sachs and Allen & Co. to assist in the sale of the company, which is valued at $16bn. 
  According to the report, Goldman reached out to several global media companies about purchasing the network, with tepid response.
  
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