Marketing news

• The 6 secrets to a long, prosperous brand-agency relationship

  31-10-2016 23:03 via campaignlive.com
  
  R3's Global 40 report reveals how marketers and agencies keep the romance alive.
  
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• Facebook eases content restrictions in bid to counter ‘censorship’ charges

  31-10-2016 20:45
  
  Facebook has eased up on earlier restrictions that saw it censor content it deemed inappropriate for distribution on the social network; a change of stance following a row that saw it at loggerheads with media owners, and politicians across the globe.
  Facebook’s director of media partnerships for EMEA Patrick Walker said the company would now allow “more images that people find newsworthy,” speaking to the Association of Norwegian Editors, who invited him to explain the so
  
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• Keeping up momentum: MDC Partners’ chief executive Scott Kauffman one year on

  31-10-2016 18:49
  
  It’s a rodeo that Scott Kauffman had been to many times before, being asked by a board of directors to take the reins of a company. Cutting his teeth in the breakneck pace of Silicon Valley, Kauffman took the front seat in environments that were often resource-constrained, filled with a young staff and inexperienced management. But this situation with MDC Partners was a slightly different challenge.
  In 2015, Miles Nadal, founder of the company that boasts some of the world’s top crea
  
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• Study: Apple, Microsoft and Netflix top most loved brands list in the US

  31-10-2016 18:37
  
  Apple, Microsoft and Netflix have been named the three most loved brands in the US, according to The Love Index, a report from Fjord and Accenture Interactive, using proprietary analytics to accurately measure where brands are over-or-under performing based on five key dimensions: Fun, Relevance, Engaging, Social and Helpful. The report ranked multiple industries, including retail, hospitality, banking and auto.
  Fjord and Accenture asked two questions to come up with their index: What makes peop
  
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• Lavish spending reportedly crashed UK startup Powa

  31-10-2016 18:35
  
  Smartphone payment company Powa was once one of the UK’s leading startups but its bankruptcy earlier this year has been blamed upon the lavish spending of its founder Dan Wagner, according to a report in the Wall Street Journal.
  The company surprisingly went bankrupt in February, with the report blaming Wagner’s “overspending on lavish offices and partying”.
  The fallout around the startup's failure continues to fall, as billions of dollars were lost upon its failure.
  Bost
  
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• R/GA Ventures and Westfield Labs graduate latest class in San Francisco

  31-10-2016 18:33
  
  R/GA Ventures, with partner Westfield Labs, has concluded its Connected Commerce Accelerator program with a demo event in San Francisco.
  The accelerator is a three-month, immersive, mentor driven program designed for startups developing connected hardware products and software services with the goal of helping them to build businesses and brands that can scale. The program taps into the emerging class of products that combine hardware, data, and digital services in compelling ways for consumers
  
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• Canterbury use hologram to unveil the new British and Irish Lions jersey

  31-10-2016 18:32
  
  Canterbury has taken a unique approach to the marketing of the new British and Irish Lions rugby kit after unveiling a sneak peak of the jersey in the form of a hologram.
  The sports brand offered a glimpse of the new ‘Untouchable’ top 24 hours before the official unveiling to fans who had pre-ordered jersey.
  A total of 30 fans received a limited edition mobile device that produced a hologram of the ‘untouchable jersey’ through the user’s smartphone complete with a u
  
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• DraftKings and FanDuel merger being finalized

  31-10-2016 18:09
  
  After months of an uneasy courtship, it appears that the proposed merger of fantasy sports giants DraftKings and FanDuel is back on and nearing finalization. ESPN described the deal as “imminent” - most likely be announced as early as this coming week.
  The final hurdle was the brick wall that is the New York attorney general’s office, where the two companies have faced regulatory issues. New York attorney general Eric Schneiderman was highly vocal and public about regulation, a
  
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• Creative Work of the Week: J. Walter Thompson London wins with captivating #breaktheroutine film

  31-10-2016 18:00
  
  J. Walter Thompson London, Biscuit Filmworks and the National Centre for Domestic Violence, Victim Support’s captivating online film #BreakTheRoutine has won the support of The Drum readers to be crowned European Creative Work of the Week.
  With figures showing that, on average, high-risk victims live with domestic abuse for over two years before getting specialist support, the film aims to show victims that help and support is available through the choreography of Sidi Cherkaoui and music
  
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• ASA ban likely as misleading broadband pricing under scrutiny

  31-10-2016 18:00
  
  Providers could be hit with an advertising ban after it was found presentation of the cost of broadband on adverts was likely to confuse and mislead consumers.
  Changes in the way that fixed-broadband prices are advertised are being enforced from today, with offenders of new the rules facing an advertising ban.
  The new regulations have been introduced after a report from the Advertising Standards Agency and Ofcom found that the presentation of the cost of broadband on adverts was misleading and c
  
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• P&G launches lawsuit against Head & Shoulders ‘mimic’ Vi-Jon

  31-10-2016 17:57
  
  Proctor & Gamble is looking to protect the image of its shampoo brand Head & Shoulders by issuing a Tennessee lawsuit against supposed imitator brands produced by Vi-Jon.
  The brand alleges that Vi-John shampoo bottles sold throughout the US “mimic the shape, colors and label of Head & Shoulders”.
  Deborah P. Majoras, chief legal officer of P&G, said: “We invest heavily in all aspects of our product, and its appearance has become inextricably linked with what we s
  
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• Lyle’s Golden Syrup sweetens up TV after 25-year hiatus

  31-10-2016 17:22
  
  Iris is bringing Lyle’s Golden Syrup back to TV after a quarter of a century with an integrated campaign to push its new tagline ‘Sticky but Worth It’.
  The £1.8m drive will see a woman covered in sticky mess during several cooking scenarios such as classic bakes, including Gingerbread Men, Syrup Sponge and Flapjacks.
  Acknowledging how sticky the syrup can be, each 20 second TV slot will be supported by VOD, digital, and social media content.
  It harkens back to the brand&r
  
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• Brands want in on Chicago Cubs' World Series run

  31-10-2016 17:17
  
  1908. One hundred and seven years ago was the last time the Cubs took home the World Series “W.”
  That hasn’t stopped fans from cheering for a team that hasn’t won the whole thing in over one hundred years. Based on preliminary rankings from Nielsen, Games 1 and 2 were the best ratings Fox has had for a World Series since the 2009 matchup between the New York Yankees and the Philadelphia Phillies.
  Without surprise, marketers, and brands especially, have gotten in on the Mi
  
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• Ad of the Day: Asda helps young werewolf - finally - do Halloween his way

  31-10-2016 17:08
  
  Asda’s tale of a young werewolf who decides he wants to be something else for Halloween has won over The Drum readers to be voted our spooky Ad of the Day.
  Created by Saatchi & Saatchi London, the spot sees the would-be trick or treater head off to Asda with his family to try out costumes and find out what it is he really wants to be.
  In the end, it’s a ‘zombie-skeleton-glow-in-the-dark-Frankenstein-ninja’ that wins out. 
  Saatchi & Saatchi London: Asda 'Do Ha
  
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• The people that drive disruptive brands

  31-10-2016 16:50
  
  When it comes to building a disruptive brand, the people behind the scenes determine its success just as much as the product does.
  As a result, finding the right talent to drive your business forward is a hugely important task, according to executives from six of the 100 Disruptive Brands, a list of companies blazing a trail in their respective sectors compiled by Marketing Week in partnership with Salesforce.
  Of course, it helps if recruits have a successful track record in previous jobs.
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• Are the online successes of Zara and Boohoo set to continue or could they soon find themselves out of fashion?

  31-10-2016 16:45
  
  Over the past months, news in the fashion industry has been pretty gloomy but in the last couple of weeks we have seen positive news from Zara and Boohoo, with both companies posting better than expected results.
  In order to discover whether their success in this competitive market is set to continue, The Drum’s Mystery Shopper has compared the online performance of Zara and Boohoo against three of their closest industry competitors. The conclusions suggest that whilst they may have had a
  
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• EA pulls ‘tone death’ Battlefield One #JustWWIThings hashtag

  31-10-2016 16:41
  
  The latest iteration of EA’s Battlefield franchise has moved away from fictional future conflicts and tried to recreate the First World War, but its marketing on the back of the Great War has left many social media users disgusted.
  On Monday 31 October, the official Battlefield One Twitter account suggested social media users share their experiences with the game using #JustWWIThings.
  The company was accused of making light of the conflict that caused an estimated 38 million deaths, with t
  
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• UFC star Conor McGregor partners with online investment platform 24option

  31-10-2016 16:25
  
  UFC athlete Conor McGregor has agreed a new sponsorship deal with online trading platform 24option in a deal which adds to the company’s growing sports sponsorship portfolio and illustrates the Irishman’s global appeal to brands.
  McGregor has reportedly agreed to a six-month partnership with 24option and will feature in promotional material for the brand.
  Emma Morris, partnership director at 24option, said: “We are delighted to announce Conor McGregor 'the Notorious' as our par
  
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• Racial bias remains problematic for Uber and Lyft, MIT study finds

  31-10-2016 15:47
  
  Boston Uber drivers reportedly turned down passengers based on a photo or a 'black-sounding name' twice as often as average states a study published by researchers at the Massachusetts Institute of Technology, Stanford University and the University of Washington.
  The in depth study also found that in Seattle, racial differences meant notably longer wait times for a car using Uber and Lyft.
  The study, reported by Bloomberg today, was conducted in Seattle and Boston, and included almost
  
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• How can brands appeal to micro-influencers? Experts discuss in webinar

  31-10-2016 15:34
  
  In the past, brands were mainly responsible for communicating their brand image directly to consumers. But now, thanks to the rise of ordinary people called ‘micro-influencers’, customers can spread the word about their favourite brands  - and at a fraction of the cost that brands would normally pay a celebrity. 
  But choosing the right influencer to run a successful campaign is not as easy as it sounds. Many might have large numbers of followers but be expensive to get on b
  
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• Interactive map by Impero brings Grim London’s dark history online this Halloween

  31-10-2016 15:31
  
  London’s spine-chilling history is being brought to life this Halloween with the launch of Grim London – an interactive map that allows you to explore the dark underbelly of the capital’s past.
  Created by independent digital creative agency Impero, the map allows viewers to search London by postcode and discover whether they are living on the site of a plague pit or baby farm, or across the street from the location of an infamous murder or execution.
  ​While London's
  
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• Major social media channels see 40% increase in ad spend this quarter

  31-10-2016 14:57
  
  A 40% overall increase in ad spend occurred for major social channels Facebook, Instagram, Twitter and Pinterest this quarter fueled in large part by new targeting capabilities like Pinterest tags and enhanced audience targeting.
  Overall, Kinetic Social research saw spending on the platform triple from the second quarter, and increase five times year over year.
  At the same time, Kinetic has seen Instagram spending grow to represent 20% of all the money its advertiser clients spend on s
  
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• How to drive marketing effectiveness in the digital age: Thinkbox event as it happened

  31-10-2016 14:57 via campaignlive.co.uk
  
  Join Thinkbox as marketing leaders from O2, easyJet, Adam & Eve/DDB and TBWA discuss how to drive effectiveness in the digital age.
  
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• How to drive marketing effectiveness in the digital age: live stream from Thinkbox

  31-10-2016 14:57 via campaignlive.co.uk
  
  Join Thinkbox today at 3pm as marketing leaders from O2, easyJet, Adam & Eve/DDB and TBWA discuss how to drive effectiveness in the digital age.
  
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• Oculus in major recruitment drive as it moves to incorporate a mixed reality of AR and VR

  31-10-2016 13:53
  
  Oculus, the firm behind the Oculus Rift is currently on a major recruitment drive with  over 100 positions currently available, 33 of which are for the Redmond, WA -based Oculus research division. Among those is the AR Incubation Lead role, a position that  will lead a team "to build augmented reality technology that opens the path for everyday use for a billion people."
  Oculus has been the driving force behind the reinvigoration of virtual reality, but has recently hinted at plans to
  
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• London Advertising establishes Middle East 'embassy' with the appointment of Paul Ross

  31-10-2016 13:52
  
  London Advertising has launched a new 'embassy’ in the Middle East and the appointment of Paul Ross as ‘ambassador’ for the region.
  Prior to joining London Advertising, Ross worked at TBWA, DDB and Saatchi & Saatchi in North America, Europe and the Middle East on global brand development, integrated communications and digital experiences.
  London’s embassy model provides a base for ‘ambassadors’ who can liaise with existing clients in the region and help bu
  
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• Burberry places heritage at heart of Christmas campaign

  31-10-2016 13:50 via campaignlive.co.uk
  
  Burberry is placing its heritage at the heart of its Christmas marketing campaign, with a star-studded cinematic trailer which celebrates the life of the brand's founder Thomas Burberry.
  
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• FC Barcelona marketing boss admits Qatar Airways sponsorship extension is intended to buy time to find new partner

  31-10-2016 13:44
  
  FC Barcelona’s marketing boss has revealed that the clubs decision to agree a one-year extension with Qatar Airways is intended to give them more time to find a different sponsor.
  The La Liga champions officially rubber stamped the short-term extension in a vote at the club’s 2016 ordinary general assembly, ensuring Qatar Airways will stay on as a lead sponsor until the end of the current 2016/17 season.
  The confirmation comes after Barcelona announced in July that the airline would
  
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• ‘Marketers putting too much money into short-term sales comms’

  31-10-2016 13:41
  
  Too many brands are taking a short-term view on effectiveness. That is the conclusion of a new report from the IPA released to coincide with its first Effectiveness Week.
  The research, based on analysis of case studies entered into the IPA’s Effectiveness Awards, found that while the optimum campaigns have a 60:40 ratio of long-term brand building versus short-term sales activation, few campaigns are adhering to this.
  On average, 47% of a comms budget is now spent on short-term activation
  
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• ‘Marketers put too much money into short-term sales comms’

  31-10-2016 13:41
  
  Too many brands are taking a short-term view on effectiveness. That is the conclusion of a new report from the IPA released to coincide with its first Effectiveness Week.
  The research, based on analysis of case studies entered into the IPA’s Effectiveness Awards, found that while the optimum campaigns have a 60:40 ratio of long-term brand building versus short-term sales activation, few campaigns are adhering to this.
  On average, 47% of a comms budget is now spent on short-term activation
  
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• Don’t blame Brexit for your troubles, it takes more than a bad referendum for an agency to fail

  31-10-2016 13:36
  
  WPP boss Sir Martin Sorrell recently predicted that our departure from the EU will take the best part of a decade. It’s a sobering thought. However, while Brexit might keep owners of large multinationals up at night, its significance for smaller players has been overplayed. It takes more than a bad referendum for an agency to fail. External factors will always have an effect, but what’s going on inside your agency should come first. 
  Whether it’s during recession, an econo
  
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• Google’s Halloween doodle is an addictive ghostbusting game

  31-10-2016 13:33
  
  Google has, as is tradition, rolled out a new Halloween Doodle on its homepage, this time an addictive spell casting game in which a sorcerer cat looks to hold of waves of ghosts.
  The mobile-friendly game sits on the Google homepage and is best played on mobile devices due to its optimization for touchscreens.
  The Magic Cat Academy was reportedly inspired Google Doodler’s Juliana Chen’s own black cat Momo, with the game starting life as a potion brewing puzzler.
  The Doodle team creat
  
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• ‘Marketers invest too much in short-term sales comms’

  31-10-2016 13:29
  
  Too many brands are taking a short-term view on effectiveness. That is the conclusion of a new report from the IPA released to coincide with its first Effectiveness Week.
  The research, based on analysis of case studies entered into the IPA’s Effectiveness Awards, found that while the optimum campaigns have a 60:40 ratio of long-term brand building versus short-term sales activation, few campaigns are adhering to this.
  On average, 47% of a comms budget is now spent on short-term activation
  
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• Sir Martin Sorrell: ‘The ANA report has stimulated the audit industry but transparency reviews should focus on Japan and the Middle East not the US’

  31-10-2016 13:06
  
  The flurry of advertisers reviewing exactly what their media investments deliver has “stimulated” the audit industry but the real threat to budgets resides in markets like Japan and the Middle East where transparency is questionable, warned WPP’s chief executive Sir Martin Sorrell.
  The advertising executive cut a frustrated figure on his company’s third quarter earnings call earlier today (31 October) as he tried to refrain from saying ‘I told you so’ now that
  
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• Nissan brings Bale and Agüero on board to help extend the global reach of its Uefa Champions League sponsorship

  31-10-2016 12:56
  
  Nissan has recruited Real Madrid star, Gareth Bale, and Manchester City forward, Sergio Agüero, to help strengthen its position in key global markets through its sponsorship of the Uefa Champions League.  
  The Japanese car manufacturer has named the Argentine and Welsh international as its global ambassadors and ‘Engineers of Excitement’ for the remainder of the current Champions League campaign.  
  With two of the most renowned footballers on the planet on board N
  
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• Marie Curie campaign turns Piccadilly Circus yellow

  31-10-2016 12:41 via campaignlive.co.uk
  
  Marie Curie turned Piccadilly Circus yellow on Saturday in support of the charity's nurses who worked an extra hour as the clocks went back last weekend.
  
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• Brands that use paid media grow three times faster than those that just rely on earned and owned, finds IPA

  31-10-2016 12:32
  
  Brands that use paid media typically grow three times faster than those that rely on owned and earned media alone, new research from the IPA has found.
  The report makes for interesting reading, particularly at a time when post-Brexit budgets are under scrutiny, leading many marketers to question whether they need to spend more money on paid media and mass reach.
  The IPA has stressed that with penetration still three times more likely to be the main driver of growth and profit for brand, apprecia
  
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• Are Google and Facebook over-policing the Internet?

  31-10-2016 12:30
  
  When the Internet first launched, it was deemed the “information superhighway” and traffic moved rather freely. However today, this highway really has two major traffic controllers: Facebook and Google.
  According to a recent report from traffic-analytics service Parse.ly, Facebook and Google each drive about 40 percent of traffic to Parse.ly's vast network of digital publishers, which includes Slate, The Daily Beast and Cosmopolitan (and The Drum) to name a few. If today’s
  
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• How Digital Futures will find 100 young people work placements at The Drum’s Do It Day 2016

  31-10-2016 12:27
  
  The group set a challenge of finding a way to place 100 young adults who are not in employment, education or training into a work placement or apprenticeship in a day, on Plan It Day last month. The winning team created a social media-led campaign based around the hashtag #meetyourfuture.
  With this hashtag, young people aged 18-24 will be encouraged to share their work in the hope of catching the eye of the industry’s top creative agencies. Hero profiles of apprentices who are part of Digi
  
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• Step into my office: Jack Morton on business longevity and powerful marketing

  31-10-2016 12:26
  
  'Step into my office,' a new series of interviews powered by The Future Factory and The Drum Network, focuses on the challenges and the opportunities facing agencies this year. We will be taking a sneak peek into the lives of agencies, how they work, what motivates them and what their thoughts are on the current state of the industry.
  Adam Azor, senior vice president of integrated and digital marketing at Jack Morton, discusses 76 years' worth of success and their thoughts on the
  
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• Only 2% of the world's largest businesses have digitally-focused leaders in the C-suite

  31-10-2016 12:20
  
  Only 2% of FTSE companies - some of the largest in the world - have a chief digital officer (CDO) while just 5% of CDOs are among their company's top leadership team, according to new analysis which suggests that many firms are not addressing digital transformation as seriously as they should.
  “The sheer impact and importance of digital cannot be under-estimated. I think that a large number of companies confuse IT and digital, and in 2016 still aren’t focused enough at a board l
  
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• Watch: Giffgaff gets ghoulish with Halloween Salon

  31-10-2016 12:18 via campaignlive.co.uk
  
  This Halloween Giffgaff helped partygoers to "end the nightmare" of getting ready with a free pop-up hair and make-up salon in the heart of Soho.
  
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• Vodafone celebrates its 'bigger and better' network for new Christmas campaign

  31-10-2016 12:07 via campaignlive.co.uk
  
  Vodafone's new Christmas campaign extols the coverage it provides to customers to help them connect with their friends and families, wherever they find themselves during the festive season.
  
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• Creative Works: Featuring The Leith Agency, 101, BrandOpus, MullenLowe London and more

  31-10-2016 12:04
  
  Welcome to The Drum Creative Works, in partnership with Workfront.
  As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'. 
  We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 7 November.
  
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• Facebook mobile ad growth projected despite video measurement ‘hiccup’, says eMarketer

  31-10-2016 11:48
  
  Facebook’s booming mobile ad revenue is projected to continue growing through 2016 well into 2018 despite some setbacks in 2016 regarding how it measures video views.
  This year, Facebook will raise around $21.98bn from mobile ads. 2017 will see a year-over-year increase of 35.2% to $29.71 and in 2018, $37.98bn, up 7.8%.
  Increasingly more of this revenue will come from outside the US too, 54% in 2016, hinting at the success of its global growth strategy. 
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• WPP’s Sir Martin Sorrell gives voice to ‘Brexit anxiety’

  31-10-2016 11:34
  WPP boss Sir Martin Sorrell has admitted he is suffering from a case of Brexit jitters despite reporting a healthy rise in third-quarter revenues of £3.6bn, a healthy 3.2% rise compared with last year and only marginally lower than the 3.5% growth rate enjoyed in the second quarter.
  Beneath these headline figures Sorrell observed that UK revenues grew by just 2.1% over the third quarter, down from 3.5% in the second quarter – a decline described as possibly foretelling the ‘fir
  
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• Ex Barclays boss Antony Jenkins sets out to ‘transform banking’ with fintech start-up

  31-10-2016 11:19
  
  Former Barclays boss Antony Jenkins has set out to ‘transform how banks operate’ with the launch of his fintech start-up 10x Future Technologies.
  The business will seek to provide banks with a digital platform from which is capable of unifying a multitude of complex data systems employed by rival banks with the aim of offering greater insight of customer data to better inform the sale of financial products such as mortgages, credit cards and loans.
  Prior to his Barclays departure Jen
  
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• John Lewis taps Dougal Wilson for 2016 Christmas ad

  31-10-2016 11:06 via campaignlive.co.uk
  
  John Lewis has turned to Dougal Wilson, the Blink director behind three of its five previous Christmas ads, for its upcoming Christmas ad.
  
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• Star Wars Rogue One hides cryptic messages in Imax ad

  31-10-2016 11:05
  
  Disney has hidden some cryptic messages in its latest Imax trailers promoting its upcoming addition to the Star Wars franchise, Star Wars Rogue One.
  Some linguists sith(ted) through some messages scrawled in the ‘Aurebesh’ language in ads. After analysing the promotional materials, they pulled out a few choice messages that provide another layer to the marketing drive and tie in with the movie’s espionage theme.
  These include: Join the Empire; Submit to our will; All power
  
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• Tighter broadband advertising rules come into force

  31-10-2016 10:39
  
  Britain’s broadband market is braced for a shake-up following the introduction of tighter advertising restrictions which will force providers to be clearer on the full costs of complicated contracts - following widespread criticism of past practices.
  Until now suppliers have been to free separate out the cost of a monthly line rental from their costs but must now package all costs within a single all-inclusive monthly bill in accordance with demands from the Advertising Standards Authority
  
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