Marketing news

• Ad execs sound off why Trump won, his “brand” and what his presidency means for the US

  10-11-2016 19:43
  
  After Donald Trump was named president-elect of the United States, many were quick to voice their opinions on what has been arguably the most historic and contentious presidential elections in US history.  
  The Drum asked executives within the industry to give their thoughts on why they think Trump won, how his marketing and advertising strategy may have helped him win, and what his presidency means for both the US and the rest of the world.
  Below are some of their comments.
  Karen Kaplan, c
  
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• Nike SoHo opening deepens brand ties to NYC

  10-11-2016 19:25
  
  Nike will always be associated with Oregon, especially since its world headquarters are located there and founder Phil Knight keeps deep ties to his alma mater, the University of Oregon. But Nike also has tied itself to New York, especially with its recent launch of Nike SoHo, a five-story, multi-sport category, 55,000-square-foot retail experience that will open in SoHo at 529 Broadway at Spring Street tomorrow.
  The flagship store was designed to deliver the best of Nike’s personalized se
  
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• Ads from Amnesty International, ClientEarth and more run in Picadilly Circus and Times Square for Do It Day

  10-11-2016 19:22
  
  The Drum's Do It Day challenges were presented at Picadilly Circus this morning (10 November) in order to engage with the London commuters on their way to work. 
  Ahead of the event, which seeks to provide real-world solutions to some of the planet's most pressing problems in a 24-hour timeframe, our intrepid video reporter, Katie Deighton braved the cold to capture the campaigns being screened on one of the world's most iconic billboards. 
  Ads from the likes of Amnesty International an
  
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• The rise of ‘social realism’ in advertising

  10-11-2016 18:28
  
  Iceland’s ‘Power of Frozen’ campaign features real familiesGogglebox culture has come to advertising. Where brands once spent money on celebrities, special effects and fantasy scenarios, their ads are increasingly populated by real people filmed in real situations.
  Brands such as TalkTalk, McCain, Iceland and Aviva are all tapping into this social realism trend in their creative, but what are the reasons behind it and is it hitting the mark with consumers?
  VIDEO: How ‘rea
  
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• How ‘real life’ ads impact on viewers’ emotions

  10-11-2016 18:06
  
  To explore whether advertising featuring real people in real situations produces a different emotional response from big budget ads featuring celebrities and special effects, I conducted an experiment with Sensum, which specialises in emotion research and measurement.
  READ MORE: The rise of ‘social realism’ in advertising
  For the test I wore finger sensors that measure microscopic levels of sweat on the hands, also known as galvanic skin response. The more the hands sweat, the more
  
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• Do It Day 2016: How Coca-Cola, Amnesty International, IBM, xAd and more proved marketing can change the world in 24 hours

  10-11-2016 17:48
  
  Today, a collection of the world's leading brands and brightest creative minds joined forces with The Drum in London and New York to prove that marketing can change the world.
  Over the course of 24 hours, real-world problems ranging from the refugee crisis to littering and finding young people job opportunities were tackled by agencies and brands including NSPCC, Dennis Publishing and the Ad Council.
  So here's what this industry achieved when it pooled its resources and talents for one day...
  Co
  
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• Do It Day 2016: How Coca-Cola, Amnesty International, IBM and more proved marketing can change the world in 24 hours

  10-11-2016 17:48
  
  Today, a collection of the world's leading brands and brightest creative minds joined forces with The Drum in London and New York to prove that marketing can change the world.
  Over the course of 24 hours, real-world problems ranging from the refugee crisis to littering and finding young people job opportunities were tackled by agencies and brands including NSPCC, Dennis Publishing and the Ad Council.
  So here's what this industry achieved when it pooled its resources and talents for one day...
  Co
  
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• John Lewis ad opts for light touch to offer viewers a Christmas bounce

  10-11-2016 17:23
  
  2016 has been a tough year for many reasons. As teasers rumoured to be for the latest John Lewis ad appeared in social media earlier this week (with the hashtag #bouncebounce), we braced ourselves at the ifour studio, hoping they would be kinder this time following last year’s emotional Man in the Moon ad.
  So we are thrilled by this year’s offering of Buster the Boxer and his animated woodland pals. As you would expect from a John Lewis ad, its emotionally engaging, but this tim
  
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• Snapchat to hype Spectacles with quirky Snapbot sales channel

  10-11-2016 17:19 via campaignlive.co.uk
  
  Snapchat will not be launching its new camera-equipped sunglasses Specs - through shops but in a very limited number of vending machines, starting in Los Angeles Venice Beach.
  
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• Snapchat hypes Spectacles with quirky Snapbot sales channel

  10-11-2016 17:19 via campaignlive.co.uk
  
  Snapchat will not be launching its new camera-equipped sunglasses Specs through shops but in a very limited number of vending machines, starting in Venice Beach in Los Angeles.
  
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• The Drum’s Marketing Can Change the World Awards recognises Vodafone as the most sustainable B2B brand

  10-11-2016 17:03
  
  On The Drum’s Do It Day (10 November), brands and creatives came together to apply their marketing skills and resources to make the world a better place.
  Rounding off the night and recognising the power of marketing, The Drum held its inaugural Marketing Can Change the World Awards in IBM's London Southbank office.
  Created to recognise the finest philanthropic and social good campaigns, the awards recognise those brands and creatives truly proving that marketing can change t
  
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• Stoke City FC unveils mobile-first online store

  10-11-2016 16:57
  
  Stoke City has launched its new online shop as the first phase of a strategy to create a world-class digital experience for the club’s fans.
  The Premier League club has invested in new ecommerce technology - the Magento 2 platform - and teamed up with experienced sports digital agency Rippleffect to offer its fans a sophisticated online shopping experience. With more than half of all traffic to the club’s store now arriving from wireless devices and that number increasing year-on-yea
  
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• Dame Esther Rantzen on the success of Childline and the power of marketing

  10-11-2016 16:57
  
  As part of The Drum's Do It Day, Dame Esther Rantzen, broadcaster and founder of Childline spoke about the success of the organisation which celebrates its 30th anniversary this year and how important marketing has been to it success. 
  "I don't feel proud in any way myself," was her surprise answer when asked about how proud she was that Childline had lasted and contrived to thrive three decades after she started it. "We have helped four-and-a-half million children in 30 years and that wasn
  
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• A limited number of Snapchat Spectacles will go on sale to the public via cute pop-up 'Snapbot' vending machines

  10-11-2016 16:48
  
  Snapchat has revealed a limited and unique distribution strategy for its recently launched camera-equipped Spectacles, announcing that the glasses will be sold via special pop-up vending machines dubbed ‘Snapbots’.
  Remaining true to the messaging app’s ephemeral nature, the vending machines will pop up in “fun and surprising” locations throughout the US for 24-hours only, with the first activation taking place today (10 November) in Venice Beach. Snapchatters can fi
  
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• News UK reshuffles senior team to take a title-led approach to sales and marketing

  10-11-2016 16:38
  
  News UK is taking a title-led approach to circulation revenue, subscription sales and marketing, replacing formerly cross-title roles with those focused on The Times and The Sun specifically, as well as creating a team dedicated to understanding the publisher's data and delivering audiences to advertisers. 
  As part of the changes, former chief customer officer Chris Duncan becomes managing director for The Times and The Sunday Times. Duncan was handed the customer role in February as part o
  
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• Adobe buys video ad tech firm TubeMogul for $540m

  10-11-2016 16:36 via campaignlive.co.uk
  
  Adobe has agreed to buy TubeMogul, which makes software allowing brands and agencies to plan and buy video advertising, for $540m (£433m).
  
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• One savvy political marketer’s take on what happened in the electionv

  10-11-2016 16:33
  
  Michael Bassik has a unique take on what happened with the 2016 presidential campaign that brought Trump a win. He was a student political organizer in college then went into political advertising for several candidates, so when he says that Hillary Clinton lost because she didn’t advocate for change, those in charge of upcoming campaigns might want to listen.
  “If you look at the campaigns that have been successful over the past few decades, they have run of the people on a platform
  
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• One savvy political marketer’s take on what happened in the election

  10-11-2016 16:33
  
  Michael Bassik has a unique take on what happened with the 2016 presidential campaign that brought Trump a win. He was a student political organizer in college then went into political advertising for several candidates, so when he says that Hillary Clinton lost because she didn’t advocate for change, those in charge of upcoming campaigns might want to listen.
  “If you look at the campaigns that have been successful over the past few decades, they have run of the people on a platform
  
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• The John Lewis Christmas ad: Marketers react

  10-11-2016 16:09
  
  John Lewis wants to make people laugh not cry with its Christmas ad this year, with early figures suggesting huge buzz.
  Since the YouTube launch this morning (10 November) there have been 61,000 mentions of the ad on Twitter. The ad’s dog has generated 48,234 mentions – under the #BusterTheBoxer hashtag – while mentions peaked at 8.31am with 390 mentions per minute.
  “In 2014, Monty the Penguin made 14,000 people cry, this year they’ve made 82% of people who are dis
  
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• Airbnb wants ownership of the whole travel experience

  10-11-2016 16:07
  
  Airbnb wants to improve the user experience by encouraging its hosts to “do that little bit extra” and organise personalised trips in cities.
  Speaking at creativebrief’s BiteLive event yesterday (9 November), Airbnb admitted it is a challenge for the brand to make a “human to human” connection due to its digital foundations.
  As a result, it is now hoping to put a bigger focus on its hosts so it can control the user experience more closely.
  “It is a challenge
  
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• Tinder CEO: ‘The tone of the US election was insane’

  10-11-2016 16:04
  
  To better engage its politically astute 80% millennial user base, Tinder decided to launch its global Swipe the Vote campaign in 2016, the first year all millennials were old enough to vote.
  The US election Swipe the Vote campaign surveyed Tinder users in 15 countries, responding to global interest in the election among users, many of whom were already using the platform to campaign for Donald Trump or Hillary Clinton.
  “The tone of the election was insane and it forced us as a team to ref
  
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• Mark Ritson: Those who bash segmentation and targeting are talking nonsense

  10-11-2016 15:56
  
  The tactification of marketing has many implications but one of the most annoying is that we appear to be increasingly obsessed with the communication part of our discipline at the expense of meatier strategic questions that were once at the centre of our fair industry. I am as guilty as the next marketer of getting hung up on content marketing (which is bollocks by the way) or the ongoing battle between TV and digital video at the expense of bigger, more important marke
  
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• Instagram now allows brands to embed external links in Stories

  10-11-2016 15:49
  
  Instagram has made a trio of updates to Stories – the biggest overhaul of the feature since its launch in August – among which is the ability for users and brands to add links.
  Instagram Stories allows users to share a chronological slideshow of videos and pictures with their friends on the platform. On both formats, these streams disappear after 24 hours.
  More than 100 million people are using it every day, according to the Facebook-owned company.
  It claims that adding links will &l
  
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• Gyro New York to head up launch of Medidata's 'Architecture of Hope' campaign

  10-11-2016 15:45
  
  Gyro New York has been selected by Medidata, provider of solutions and analytics for clinical research, as its creative partner in the new 'Architecture of Hope' campaign. The messaging showcases how technology in the life sciences can drive better outcomes, breakthroughs and hope for patients.
  The company is collaborating specifically with the agency’s global healthcare practice, Gyro Human to illustrate ongoing work in the life sciences industry and the pivotal role that Medidata pl
  
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• John Lewis ad spoofed by The Poke as 'vermin' spoil Christmas

  10-11-2016 15:41 via campaignlive.co.uk
  
  Satirical humour website The Poke has created a spoof of this year's John Lewis ad within four hours of the original being released.
  
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• IAB: Chinese consumers are nearly twice as likely to purchase on devices than their US counterparts

  10-11-2016 15:39
  
  The IAB has released the results of a study on digital commerce in the US and China, which found Chinese consumers engage in more shopping behaviors on smartphones and tablets than US consumers.
  According to the research, both the US and China have achieved “near-full adoption of digital commerce,” with 89% of Chinese consumers over the age of 18 and 84% of US consumers over the age of 18 saying they had bought a product or service digitally in the past 12 months.
  What’s more,
  
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• STV Creative looks to knock men's socks off with Do It Day ads

  10-11-2016 15:35
  
  STV Creative has lent its talent to two of The Drum’s Do It Day challenges creating a series of ads for the Eating Better Alliance and a 50-second spot for O2, Greengrass and Bing Ads. 
  Inspired by the mammoth amount of attention Theresa May’s footwear choices have garnered since becoming prime minister O2, Greengrass and Bing Ads wanted to challenge men to #WalkTheTalk for gender equality in the workplace by tweeting a picture of their feet. 
  Video of Walk the Talk - Green
  
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• The ads that set the bar for Adam & Eve/DDB's 10th Christmas with John Lewis

  10-11-2016 15:15 via campaignlive.co.uk
  Will the new John Lewis festive ad live up to the standards of the agency's previous nine?
  
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• John Lewis Christmas ads then and now: from boys to bears, hares, penguins and Buster

  10-11-2016 15:15 via campaignlive.co.uk
  The John Lewis TV moment reigns supreme in signalling the festive season. Campaign revisits the work of Christmases past to look at how the retailer's ads have developed.
  
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• John Lewis Christmas ads then and now: from boys to bears, hares and penguins

  10-11-2016 15:15 via campaignlive.co.uk
  
  The John Lewis TV moment reigns supreme in signalling the festive season. Campaign revisits the work of Christmases past to look at how the retailer's ads have developed.
  
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• Put your hand up and go extracurricular, says Mindshare's strategy director

  10-11-2016 15:10 via campaignlive.co.uk
  
  Mindshare's Rosie Kitson shares her lesson from the career ladder.
  
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• Put your hand up and go extracurricular, says Mindshare's strategy chief

  10-11-2016 15:10 via campaignlive.co.uk
  
  Mindshare's Rosie Kitson shares her lesson from the career ladder.
  
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• 'Buster the Boxer' social media shares set to overtake previous John Lewis Christmas ads

  10-11-2016 14:58 via campaignlive.co.uk
  
  This year's Christmas ad from John Lewis has been shared more times in its first hour than any of its predecessors were in their first 24 hours.
  
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• Search marketing agency Click names attribution and personalisation as brand priorities for 2017

  10-11-2016 14:12
  
  Matt Bullas, chief executive officer and founder of search marketing specialist Click Consult, has named attribution and personalisation as the top SEO priorities for brands in 2017.
  Outlining his views in Click’s latest search marketing supplement, Personalising Search Marketing, produced in partnership with The Drum,  Bullas writes: “The two big things I would personally urge any brand to act on this year are tracking and personalisation. Tracking may not be the ‘sexiest
  
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• Nickelodeon: 40% of 3-11 year-olds own a tablet, 17% have a smartphone

  10-11-2016 14:00
  
  At event as fine tuned as their spring upfront, Nickelodeon recently presented exclusive research on that state of kids in the US. Nickelodeon presented the research as follows:
  There are approximately 50 million kids under the age of 11 in the U.S., comprising 15.4% of the overall population. As part of Generation Z, these kids represent the most racially diverse group ever in the country’s history and they are very much a product of the unique times they are growing up in. This generatio
  
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• Dot-Gap: Biddable Manager

  10-11-2016 14:00
  £28k:Dot-Gap:
  This is a great opportunity to start operating at manager level and really increase your skills and knowledge of PPC / Biddable within a small digital
  London (Central)
  
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• What does president-elect Trump mean for the future of technology and science?

  10-11-2016 12:34
  
  Since America’s president-elect Donald Trump was chosen during the early hours of Wednesday, the implications of the next four years are being analyzed. For technology and sciences, issues such as cybersecurity or climate change are going to be some of the issues on Trump’s docket.
  Here is where Trump stands on some of the issues thus far:
  Broadband, Net Neutrality: In 2014, Trump tweeted “Obama’s attack on the internet is another top down power grab. Net neutrality is th
  
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• John Lewis urged by campaigners to pull Christmas ads from the Daily Mail

  10-11-2016 12:34 via campaignlive.co.uk
  
  A campaign to punish tabloids financially for their "divisive" coverage of migrants and foreigners is gaining influence with a renewed push off the back of the high-profile John Lewis Christmas ad.
  
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• John Lewis urged by campaigners to pull ads from tabloid newspapers

  10-11-2016 12:34 via campaignlive.co.uk
  
  A campaign to punish tabloids financially for their "divisive" coverage of migrants and foreigners is gaining influence with a renewed push off the back of the high-profile John Lewis Christmas ad.
  
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• The most honest version of you: Location and the rise of AI

  10-11-2016 12:30
  
  Brands have increased opportunities to utilise mobile apps to deliver relevant brand experiences and derive intelligence on audience real-world behaviours. That is the key theme from xAd’s inaugural Emerge Mobile event in London, where industry experts talk new developments in mobile – particularly the potential of location-based advertising for brands.   
  Mike Butcher, editor-at-large at TechCrunch, kicks off the event by jokingly warning attendees not to take pictures of
  
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• News UK restructures marketing team to focus on individual titles

  10-11-2016 12:24
  
  News UK is changing its commercial strategy by focusing on title-led teams and separating responsibilities for circulation revenue, subscription sales and marketing.
  Chris Duncan, previously chief customer officer across all titles, has been named managing director of the Times and the Sunday Times, while David Robinson, who was director of betting and gaming, will become managing director for The Sun and The Sun on Sunday.
  News UK says Duncan’s team will continue to grow sales and subscr
  
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• Why English football sucks at fan engagement – and Americans are in a different league

  10-11-2016 12:00
  
  Just for a moment, think about how the Americans run their sporting events. 
  If you go and see an NFL, NBA or MLS game you get a real show. The entertainment kicks off three or four hours before their games start. Tens of thousands of fans gather inside and outside their grounds to enjoy the day. The branded concourses of their stadiums are like theme parks for young and old, there are fully stocked bars (serving not just beer) and sit down restaurants, all fitted with the fi
  
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• The problem for sports broadcasters' declining viewing figures goes beyond just live streaming

  10-11-2016 12:00
  
  The widespread decline in viewing figures for sports is more than a shift in viewing habits, according to a new study which shows millennials' interest in sport is actually waning due to online streaming services like Netflix and Amazon.
  Findings from media research firm Ampere Analysis have revealed that demographic and cultural shifts are luring younger audiences away from live sport.
  The study surveyed 32,000 consumers in Europe and the US and found that 10% of respondents chose sport as thei
  
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• Oliver expands client offering with new media division

  10-11-2016 11:57
  
  In-house agency specialist Oliver has broadened the services it can offer to clients with the introduction of a new media division which will focus on ensuring that campaign media planning is based on real-time data insight.
  Led by ex-ComScore senior vice president Duncan Trigg the new division will be overseen by global chief executive Simon Martin and UK chief executive Sharon Whale.
  Trigg joins Oliver from his previous post of SVP of advertising, an area in which he has amassed over 19 years
  
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• News UK reshuffles sales chiefs to head title-focussed teams

  10-11-2016 11:49 via campaignlive.co.uk
  News UK has appointed chief customer officer Chris Duncan as managing director for The Times and The Sunday Times as the publisher moves ahead with title-specific sales teams.
  
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• A decade of John Lewis Christmas ads: a Man on the Moon, a Snowman, a Bear and a Hare and Monty the Penguin

  10-11-2016 11:48
  
  Department store John Lewis is a leading light in Christmas advertising with its high profile work often capturing headlines and, for some, defining the festive season.
  Over the last decade it has raised the bar, on what a Christmas ad is, and what these can do, with a diverse range of emotive ads.
  Behind the scenes, the company revealed during its IPA effectiveness Grand Prix win for its previous campaigns, that these works, on average, produce £8 of profit for every £1 sp
  
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• Civil liberties campaigners fear fresh surveillance push in wake of Trump win

  10-11-2016 11:40
  
  Technology firms and civil liberties campaigners have voiced their concern at a possible ratcheting up of NSA surveillance powers and a fresh push to access encrypted personal data, following Donald Trump’s surprise US election victory.
  They worry that ‘law and order’ rhetoric spouted by Trump on the campaign trail could translate into aggressive policy shifts such as closing sections of the internet to disrupt Islamist propaganda and a boycott of Apple over its refusal to assi
  
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• Facebook messenger app enables paid advertisers to enage with users instantly

  10-11-2016 11:37
  
  A 'call to action' ad can now become a 'call to conversation' as a new messaging app for paid advertisers on Facebook makes it possible for marketers to turn its messenger bots into ad bots. In other words, when a sponsored ad appears in a news feed, a user can instantly "have an open, existing conversation with a brand," on Facebook messenger.
  Launched this week and designed to improve visibility, conversations, and experiences, brands will be able to reach out to people when they click on a li
  
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• John Lewis' 'Buster the Boxer' is joyful escapism

  10-11-2016 10:55 via campaignlive.co.uk
  
  Social video expert Unruly reviews "Buster the Boxer", John Lewis' latest Christmas ad.
  
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• John Lewis’ Christmas ad is already smashing records but will it become the most shared Xmas ad of all time?

  10-11-2016 10:47
  
  The much-anticipated John Lewis Christmas ad is finally here and is already smashing records but will it become the most shared festive ad of all time?
  Images of a trampoling boxer have set the internet ablaze, with the retailer’s Buster the Boxer ad already generating 218,330 shares across Facebook, Twitter and YouTube within an hour, according to video ad tech company Unruly.
  It’s made all the more impressive given it has already beat the shares accrued in the first 24 hours for th
  
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