Marketing news

• John Lewis brings 'Buster the Boxer' to life with VR, Snapchat and Twitter

  09-11-2016 23:46 via campaignlive.co.uk
  
  John Lewis has chalked up a number of digital firsts with its latest Christmas campaign, extending to the Oculus Rift, Snapchat and Twitter Stickers for the first time.
  
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• Will your brand get trumped?

  09-11-2016 21:29
  
  In stunning fashion, America just elected a president who had encouraged his rally goers to beat up demonstrators, bragged about groping women, and regularly engaged in cyber-bullying on Twitter. If yesterday’s results proved anything, it was that a surprising number of Americans were hungry enough for change that they were ready and willing to pay a steep price for it. 
  So where do we go from here?
  What does it mean for brands as they seek to be relevant in this new era?
  We've all se
  
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• Global companies benefit from local marketing efforts, study suggests

  09-11-2016 20:45
  
  New research suggests that companies that are 'global, can act local' during the last mile of a marketing campaign, by activating small business partners and local marketing leaders that can reach consumers with the correct local context and tone.
  A report published today (November 9) by Brandmuscle finds that 57% of local marketers welcome support from global and national brands that sell through distributed local marketing.
  Further, local marketing spend is on the rise. With local affilia
  
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• How Clinton’s projected victory is the ‘Dewey Defeats Truman’ of the digital era

  09-11-2016 19:10
  
  Even on Election Day, analytics site FiveThirtyEight and its founder Nate Silver, which accurately forecasted Obama’s victories in 2008 and 2012 – prompting questions over whether Silver was the most accurate contemporary pundit – pegged Hillary Clinton’s chances of winning the presidency at 71.4%. And it certainly wasn’t the only outlet predicting a Clinton victory.
  In a blog post, Silver called President-Elect Donald Trump’s victory “the most
  
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• Trump victory spotlights how the authority of media brands is dwindling in an increasingly filtered world

  09-11-2016 19:00
  
  Social media played a pivotal role in the US presidential election, in more ways than one. Donald Trump hand-fed the media tweets he knew would make headlines, and they happily complied in the hope of a traffic boost while the he revelled in free press. After all, no news is bad news, but bad news is good for business.
  While the media lowered itself to clickbait Trump headlines, trust dwindled. In fact, trust in mass media in the US is at its lowest ever since 1972, according to a Gallup po
  
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• London Bridge City hires Pretty Green to promote 'Christmas By The River'

  09-11-2016 18:05
  
  London Bridge City will be working with entertainment sport and wellbeing agency PrettyGreen to publicise Christmas By The River, after a successful summer working on the London Bridge City Summer Festival. 
  The team will work closely alongside Sophie Kenyon, head of events and communications at London Bridge City, to create a buzz around their Christmas campaign.
  London Bridge City’s Christmas market, which will take place at the bank side of the Thames, will fill More London, The Qu
  
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• Above+Beyond hires former Grey London creative director, Tom Chancellor

  09-11-2016 17:36
  
  Former Grey London creative director Tom Chancellor has joined the team at Above+Beyond – a creative business led by former McCann London chief executive, Zaid Al-Zaidy. 
  The appointment will see Chancellor, who has also work at Fallon, W+K and KesselsKramer in his career, work directly with agency founder David Billing across clients including Amazon and Betway. 
  “True solo creatives are hard to find, but Tom’s a proper one-man band,” said Billing. “He&rs
  
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• Kingsmill rebrands for second time in 2 years amid tough competition

  09-11-2016 17:25
  
  Bread brand Kingsmill has updated its look for the second time in two years, opting for a 'warmer' yellow brand and abandoning the blue it introduced last year. 
  Kingsmill is facing growing competition in the bread category and it needed to "define a clearer proposition in order to help differentiate it from the competition and achieve greater stand out on shelf".
  Brand design agency BrandOpus has created the new brand identity and pack design, which comprises a warm yellow background, howe
  
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• Atom is banking on the personal touch

  09-11-2016 17:20 via campaignlive.co.uk
  
  With the reputation of legacy banks tarnished, Atom is seeking to disrupt the sector with a personalised user experience.
  
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• How marketing and traditional simplicity won the day for Trump

  09-11-2016 17:19
  
  For all the talk of the new era of politics or media, the election of Donald Trump is a true triumph for the traditionalist marketer.
  America has rejected Hillary Clinton’s pitch for continuity in favour of Trump’s battle cry for change, a “beautiful thing” that he said "will mean the forgotten men and women [of this country] won’t be forgotten any longer”. And there lies the key to why the former reality TV star’s version of America outmuscled Clinton&r
  
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• The marketing challenges facing Sainsbury’s as Wieden + Kennedy takes the reins

  09-11-2016 17:08
  
  For the third year in a row, Sainsbury’s has reported a fall in first half profits, this time down 10% to £277m. It comes as marketers at the embattled retailer prepare to hand over the £60m advertising account from AMV BBDO to Wieden + Kennedy in January 2017.
  So what are the challenges its new agency will have to contend with?
  Economic uncertainty
  Unsurprisingly, the events of the past eight months have given rise to many of Sainsbury’s most pressing problems. Brexit&nb
  
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• Trump’s plans could be bad for retail and restaurants, good for tech

  09-11-2016 17:07
  
  Donald Trump’s surprising (to some) win in the election leaves a lot up in the air, especially when it comes to fiscal policy. Where Hillary spelled out a detailed economic plan, Trump remained general about his own policy, to the point where no one really knows what it will entail.
  A story in the Business Insider by Haley Peterson notes that his economics may prove disastrous to the retail and food industry, where there is a potential for losing many consumers as a result of Trump’s
  
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• Direct Recruitment: Senior Campaign Executive

  09-11-2016 17:04
  
  £26K to £31K + benefits:Direct Recruitment:
  If you are looking for a Senior Campaign Executive role working on direct marketing campaigns then this could be the role for you
  London (Central), London (Greater)
  
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• Snaps and apps for B2B marketing - dark social for brands

  09-11-2016 16:54
  
  As traditional advertising’s power continues to diminish and social media is becoming more important than ever, more business to business (B2B) brands are repositioning themselves as publishers, rather than advertisers, launching branded content in new channels to improve their value proposition for customers. 
  For many millennials, private social media or ‘dark social’, are the preferred channels. It refers to private social accounts which, unlike Twitter a
  
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• Do It Day Fringe: how Havas, Bulletproof and Karol Marketing hope to change the world in a day

  09-11-2016 16:42
  
  The Drum’s annual Do It Day takes place tomorrow (10 November), but for the first time we’re asking a host of agencies to take part by doing their own thing at Do It Day Fringe events, with Bulletproof, Havas and Karol Marketing stepping up to make a difference over the course of 24 hours. Here’s what we can expect away from the event on the day.
  Bulletproof
  International brand and packaging design agency Bulletproof is aiming to gain more sponsors and raise awareness of VITAL,
  
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• Snapchat offers brands chance to advertise around moments

  09-11-2016 16:06
  
  Snapchat is to allow brands to advertise around moments, not just locations, as introduces snapcodes to its sponsored geofilters
  New Look is the first brand to buy a geofilter and snapcode. Snapcodes usually unlock a friend’s account but they can now be used to unlock a brand’s geofilter.The fashion brand will promote the snapcode in all its UK stores with physical displays. Customers can access it by pointing their Snapchat camera at the snapcode, then tapping the screen
  
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• Snapchat lets brands advertise around moments

  09-11-2016 16:06
  
  Snapchat is to allow brands to advertise around moments, not just locations, as it introduces snapcodes to its sponsored geofilters.
  New Look is the first brand to buy a geofilter and snapcode, something it will push in its AngelsxRobots campaign.
  Snapcodes usually unlock a friend’s account but they can now be used to unlock a brand’s geofilter.
  The fashion brand will promote the snapcode in all its UK stores with physical displays. Customers can access it by pointing thei
  
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• Volkswagen goes sci-fi for new instalment of genre-riffing cinema ads

  09-11-2016 15:56 via campaignlive.co.uk
  
  Volkswagen's hands-free boot opening technology leads to farcical consequences in the second of a trio of cinematic short films promoting the brand's support of independent cinemas in the UK.
  
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• Trump shock puts politically engaged marketers in introspective mood

  09-11-2016 15:55 via campaignlive.co.uk
  
  Marketers on each side of the Atlantic have reacted in different ways to Donald Trump and the Republican Party winning power in the US.
  
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• ‘Tis the season to release expensive TV Ads: Brass releases Xmas TV Ad Bingo game

  09-11-2016 15:49
  
  To coincide with this year’s crop of expensive Christmas TV ads, the Brass Shopper team at Brass Agency has unveiled its response to the annual phenomenon – the Brass Xmas TV Ad Bingo game, which aims to reference every cliché that has become the hallmark of the modern-day retailer Christmas ad or ‘brand film’.
  From cute children to an 80s/90s hit covered by a contemporary artiste to super-slo-mo food shots to the ad’s own #hashtag trending after airing, each
  
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• The US Election: Is this Brexit mark 2?

  09-11-2016 15:45
  
  The UK woke up to the news this morning that Republican candidate Donald Trump had beaten Hillary Clinton to become the 45th President of the US.
  The result was met with surprise in many quarters. Polls had suggested Clinton held a significant lead and that Trump would have to pull off a huge surprise to get in. In reality he easily got to the 270 electoral college votes required to move to the White House, despite losing to Clinton in the popular vote.
  The markets dropped in response to t
  
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• Deliveroo to double data scientists in growth push

  09-11-2016 15:44
  
  On-demand food delivery app Deliveroo is looking to expand the number of data scientists working at its London headquarters from 150 to 300 as it scales for international growth.Speaking at Web Summit in Lisbon today (9 November), CEO and co-founder William Shu explained he is searching for individuals with skills in building algorithms as he looks to expand beyond 100 cities and 16,000 restaurants globally.“One thing about Deliveroo is every time I wake up the market is much bigger than
  
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• Deliveroo to double data scientists in global growth push

  09-11-2016 15:44
  
  On-demand food delivery app Deliveroo is looking to expand the number of data scientists working at its London headquarters from 150 to 300 as it scales for international growth.Speaking at Web Summit in Lisbon today (9 November), CEO and co-founder William Shu explained he is searching for individuals with skills in building algorithms as he looks to expand beyond 100 cities and 16,000 restaurants globally.“One thing about Deliveroo is every time I wake up the market is much bigger than
  
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• Secret Marketer: Our biases cause us to be bad marketers

  09-11-2016 15:43
  
  Whenever we try to figure out a future outcome – like ‘will this new product work when I launch it in the market?’ – marketers enter a minefield. If it’s a success, do we readily convince ourselves that we understood this was going to happen, that our sheer greatness as a marketer was the reason and that we were in control? If it fails, do we comfort ourselves with the reality that the marketplace is filled with random and interrelated variables, external factors a
  
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• Fresh approach to programmatic marketing as Meredith Corporation and The Trade Desk take on grocery shopping

  09-11-2016 15:29
  
  Programmatic solutions for the digital shopper seeking fresh information are at hand with the announcement that marketing and media powerhouse Meredith Corporation has partnered with The Trade Desk, Inc. , a global technology platform, in order to launch the first-ever digital programmatic solution for digital shopper marketing.
  The Trade Desk will have exclusive access to Meredith's programmatic shoppable display inventory on Allrecipes.com, with its 45m monthly unique visitors, as well as acro
  
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• John Lewis reveals 2016 Christmas ad

  09-11-2016 15:17 via campaignlive.co.uk
  
  The hotly anticipated John Lewis Christmas ad is here and Buster the Boxer is the new star.
  
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• ‘WTF’, ‘Sh?t’, ‘Help’: How the front pages looked on the day of Trump’s victory

  09-11-2016 15:16
  
  Donald Trump’s win in yesterday’s (8 November) presidential election came as a shock to many, not least the media, which around the globe was not afraid to declare its surprise at the result through the front pages.
  While the heritage broadsheets Washington Post and New York Times both ran with the cover headline ‘Trump triumphs’, others reflected a global aura of disbelief.
  Canadian tabloid Le Journal de Montréal exclaimed ‘Oh My God!’, while Sydney&rs
  
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• Can Burberry’s new ‘Transformation Management Office’ make its marketing work harder?

  09-11-2016 15:05
  
  Burberry is hoping the introduction of a new ‘Transformation Management Office’ to oversee its business turnaround strategies will also spur ‘improved returns on marketing spend’ as it continues to struggle to turn a profit.
  In May this year, against the background of further subdued global demand for luxury goods, Burberry outlined ‘key strategic’ plans to improve the business, including expanding from ‘digital prowess to e-commerce leadership’.
  G
  
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• An inside look at Nat Geo's multi-platform 'Mars' event

  09-11-2016 15:00
  
  National Geographic's (Nat Geo) magazine, linear and digital properties are often seen as standalone properties with different goals. With the launch of Nat Geo's highly anticipated 'Mars' event (premiering on linear on November 14th, first episode currently available online), that is changing.
  Of all the planets in our solar system, none has captured our collective imagination like Mars. Follow the first human mission to Mars, set in 2033, as the crew struggles to safely land on and colonize th
  
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• Origins and originality two themes behind new Mikimoto campaign launch

  09-11-2016 14:57
  
  The luxury brand Mikimoto has partnered with its digital agency Rokkan in a new campaign aimed at changing the world's perception of its pearls.
  Led by a series of short films, "Explore The Original" launched in the United States last week, and sends a message that there is a difference between "owning and being a treasure."
  With this new campaign, the 123-year old Japanese company intends to celebrate the evolving Mikimoto woman who is surprisingly different from who we expect a pearl wear
  
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• How Dixons Carphone will promote information sharing between the UK and South Africa on The Drum’s Do It Day 2016

  09-11-2016 14:48
  
  Tomorrow on Do It Day (10 November), Dixons Carphone will put into practice a world-changing campaign that was developed at The Drum’s Plan It Day.
  Tasked with creating a marketing campaign to promote information sharing between the UK and South Africa via a film-short and an accompanying marketing campaign, Dixons Carphone, along with challenge partners BluPoint and experiential outfit Undercurrent, handed creatives what was arguably the most logistically challenging task.
  
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• Ronaldo's new deal with Nike looks to be unlike any other in football

  09-11-2016 14:41
  
  Cristiano Ronaldo has renewed his partnership with Nike in a highly lucrative deal that mirrors other agreements Nike has with Michael Jordan and LeBron James.
  The Real Madrid superstar has signed a multi-year agreement with the US sports giant, reportedly worth around €24m ($27m) per year.
  “I have an excellent relationship with this brand, I have great friends here and we work as a family. This is my brand,” Ronaldo said.
  Nike said: “He transcends the world of football, a
  
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• Jennifer Saunders and Ewan McGregor sign up for Debenhams Christmas campaign

  09-11-2016 14:28
  
  After harnessing the comedic talents of Dawn French, Sarah Millican and James Nesbit for its Christmas campaign last year, Debenhams is once again relying on some of the UK’s biggest names to help it stand out during the festive rush.
  The campaign is an evolution of ‘Found It’, which has formed the backbone to its activity for the last two years.  In 2014 it featured children exploring an empty Debenhams store before the retailer shifted tactics in 2015 to focus on the emo
  
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• Turkey of the week: Andrex "How Andrex do you feel?" by JWT London

  09-11-2016 14:26 via campaignlive.co.uk
  
  Omar Oakes was left sitting uncomfortably after watching the new Andrex brand campaign, in which children pester adults on how clean they feel after going to the bathroom.
  
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• Pick of the week: Rustlers "80 years of torment" by Droga5 London

  09-11-2016 14:19 via campaignlive.co.uk
  
  Gemma Charles is deliciously disturbed by the new Rustlers ad, which recounts a luckless protagonist's lifetime of pain.
  
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• US Creative Works: Featuring KBS, Rokkan, BBDO New York & more

  09-11-2016 14:00
  
  Welcome to The Drum's US Creative Works.
  As always, this section is dedicated to showing the best creative work in North & South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.'
  To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, November 16.
  To submit work for future publication, contact Mi
  
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• Netflix continued to lead in OTT marketing in October

  09-11-2016 14:00
  
  Found Remote has been partnering with MediaRadar, a leading ad-sales intelligence platform to understand how the major OTT platforms are diversifying their marketing efforts.
  For the middle of October, Netflix kept up their lead. Here's the chart and full insights. 
  Loading...
  Insights: 
  Amazon dropped advertising from 7 shows to 4 shows, the majority of promotion went toward Good Girls Revolt across 28 TV networks! Good Girls Revolt won Amazon's "you-rate-it, we make it" pil
  
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• How the presidential election is affecting internet search

  09-11-2016 13:58
  
  The morning of 9 November 2016 was the morning the world woke up to the news that Donald J Trump will be the next President of the United States of America.
  A lot of people – but not all of them – were surprised that someone with no Government experience (as well as overwhelming evidence that he’s a racist, womanising, tax-dodging misogynist) will now be the leader of the most powerful country on earth.
  Many Americans stayed up through the night to learn the fate of their count
  
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• Red Bull reportedly eyeing up an English football club

  09-11-2016 13:48
  
  Reb Bull is reportedly considering buying an English football team as it looks to expand its sports property portfolio into the UK.
  The energy drink giant is understood to have confirmed that England is the next region which it is looking to own a club in, according to claims in the Daily Mail.
  While no teams have been named as potential suiters, Ralf Rangnick, the sporting director at both Salzburg and Leipzig, attended three games last weekend at Chelsea, Charlton and Brentford, which onl
  
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• Six ways to help your brand be less boring

  09-11-2016 13:30
  
  Should brands be less boring?
  As Donald Trump becomes president elect of the United States, one thing is clear. Never has a US election been so talked about over here by so many people – everyone with an opinion on Trump, on Hilary, on Americans.
  And in a time of rolling news, never have candidates done such a good job of entertaining us, keeping the narrative flowing and the story evolving.
  It was a similar case with our own referendum before it – big personalities and drama of Shak
  
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• Russell Parsons: Loyalty requires an impeccable experience year after year

  09-11-2016 13:22
  
  History is a powerful thing for brands. For those reaching for distinction, heritage and provenance can create stand-out in commoditised markets. For many, however, the past is not a friend. Ryanair is one of those that is hampered by its history. The carrier’s move in 2014 to be a warmer, friendlier proposition – as opposed to the operationally supreme but unloved upstart it had been – has shifted brand perception but it hasn’t wiped all memories of its past.
  Despite ha
  
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• Volkswagen embraces nostalgia to rebuild brand trust with ad requesting VW memories

  09-11-2016 13:10
  
  Volkswagen is looking to rebuild trust with consumers after the emissions scandal with an ad leveraging one man's memories of the autobrand and how it altered his life.
  The campaign from ENVY Advertising and adam&eveDDB taps into nostalgia, telling the story of Barry and how he maintained his father’s golden Beetle.
  Photographs and memories help tell the story of the brand’s heritage, effectively distancing it from current troubles which have seen it branded as one of the world&r
  
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• Debenhams Christmas ad stars Jennifer Saunders and Ewan McGregor as gifts

  09-11-2016 12:59 via campaignlive.co.uk
  
  Debenhams has launched its Christmas campaign with a high-profile cast providing voiceovers for a series of anthropomorphised gifts.
  
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• The Great & The Good: Sales development representative

  09-11-2016 12:52
  
  £24000 - £25000 per annum + OTE OF £12,000:The Great & The Good:
  Graduate Sales role - Global Technology Company - London - £24,000 + bonus
  London
  
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• Live: Reaction from the marketing, digital and tech industries emerges online as Donald Trump takes the US presidency

  09-11-2016 12:47
  
  As America awakens to an unexpected win from Donald Trump in the presidential election opinions from key figures across the marketing and tech industries are starting to emerge. 
  From absolute shock to suggestions on what could come next and comparisons to Brexit its clear that the creative and digital industries are reeling from the result. 
  The Drum has pulled together a round-up of their observations below, and will continue to update this article as thoughts trickle in on
  
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• DNA Recruit: Creative Services Manager - Creative Agency - London

  09-11-2016 12:29
  
  £50000 - £60000.00 per annum:DNA Recruit:
  Are you Resource Management Guru? Love being the driving force that keeps the creative machine moving?
  London
  
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• Rate friends and enemies as Netflix marketing brings Black Mirror's RateMe app to life

  09-11-2016 12:19
  
  Netflix has revealed an app enabling the public to rate each other based on their interpersonal social interactions as a means of marketing its new flagship series.
  Based on the Rate Me app from Black Mirror season three, episode one 'Nosedive', Twitter users can rate other users emulating the show.
  The app ultimately led to the downfall of the episode's protagonist, played by Bryce Dallas Howard, saw her rating, and social status, quickly plummet.
  For the purposes of gathering some screens
  
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• Mars Chocolate UK: UK Market Planner

  09-11-2016 12:06
  
  £44-55,000 + excellent benefits package :Mars Chocolate UK:
  A mission-critical planning role with this global leader. Make it all Mean More at Mars!
  Slough, Berkshire
  
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• Twitter charts US election night via #Ivoted tweet heat map

  09-11-2016 12:02
  
  Twitter has published an illustrative heat map of the US election day, charting the moment hundreds of millions of voters registered their preference by mapping their geographic location with time.
  A handy gif shows the progression of tweets containing the hashtag #Ivoted as Americans returned from the polls having had their say. Although it doesn’t reveal who for we now know the official result which elevated Trump from the boardroom to the situation room.
  Graphically highlighting the mai
  
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• WPP to win £150m Fox media

  09-11-2016 11:40 via campaignlive.co.uk
  
  WPP is poised to win 21st Century Fox's estimated £150m media account across Europe.
  
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