Marketing news

• AppNexus files for IPO with expected valuation of up to $2bn

  30-11-2016 23:41
  
  Adtech outfit AppNexus has field papers for a initial public offering (IPO) and is seeking a valuation of up to $2bn with the float expected to come in the second quarter of 2017, according to reports.   
  The Wall Street Journal reports that AppNexus has quietly filed paperwork for the IPO, and is in talks with Goldman Sachs, JP Morgan Chase to serve as underwriters for the deal, citing sources close to the proceedings.
  The reports come just two weeks after Snap reportedly made a simil
  
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• Netflix (finally) introduces offline viewing

  30-11-2016 19:11
  
  ‘At least Prime Video’ offers offline viewing is an argument that is now moot in the Amazon versus Netflix debate.
  In a blog post earlier today, Eddy Wu, director of product innovation at Netflix, announced that member can now download videos for offline viewing. Offline viewing is for now only available on mobile and tablet devices, and customers will see a download button on the details page for available film and TV series.
  Not all content is yet available, but some original
  
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• US Creative Work of the Week: Jet.com’s ‘Careculator’ uses Facebook data to determine how much you should spend on gifts this year

  30-11-2016 18:37
  
  Every year, the holidays bring with them a fair amount of stress. Whether it’s Christmas Eve flight delays, last-minute shopping trips or awkward holiday work parties, it seems as though there’s no shortage of scenarios that will have you reaching for the egg nog.
  Perhaps one of the biggest holiday stressors is budgeting for Christmas gifts. While everyone wants to impress their friends and family with the best possible presents, the reality is that most people can’t afford to
  
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• CP&B calls time on Turkish Airlines work ahead of global review

  30-11-2016 18:27
  
  Creative agency Crispin Porter + Bogusky London has called time on its three-and-a-half-year relationship with Turkish Airlines ahead of a global review for the account.
  It means other agencies will have a clear run at the brief without facing off against the incumbent.
  In a statement the agency shed some light on its decision to walk away from the account: "We’ve had an amazing three and a half year journey and done some exceptional work that we’re very proud of.  Together we&r
  
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• Virgin Media moves focus from cable TV to connected entertainment with launch of VOD box V6 and telly tablet

  30-11-2016 18:17
  
  Virgin Media today (30 November) unveiled its worst kept secret - a video on-demand (VOD) box V6, boasting more streaming channels than any other box, the ability to record six shows simultaneously as well as an “industry-first” TV tablet, but what this means for advertisers is unclear.
  As well as a completely redesigned interface, the new box has a hard drive with 1 terabyte of memory, which equates to 500 hours of recording space. In line with a rise in multiscreen&n
  
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• Virgin Media moves focus from cable TV to connected entertainment with launch of VOD box V6 and 'Telly Tablet'

  30-11-2016 18:17
  
  Virgin Media today (30 November) unveiled its worst kept secret - a video on-demand (VOD) box V6, boasting more streaming channels than any other box, the ability to record six shows simultaneously as well as an “industry-first” TV tablet, but what this means for advertisers is unclear.
  As well as a completely redesigned interface, the new box has a hard drive with 1 terabyte of memory, which equates to 500 hours of recording space. In line with a rise in multiscreen&n
  
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• Lloyds Banking Group on how it got diversity wrong

  30-11-2016 18:13
  
  Lloyds Banking Group says that despite its progress on implementing diversity in its marketing it still has “a long way to go” in order to be more representative of its customers.
  Speaking at the Marketing Academy partners bootcamp event today (30 November), the company’s head of culture and capability Antonia Bennett said that its marketing team has a responsibility to be represent “a modern Britain”. Something she believes makes good business sense.
  “This f
  
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• Apple hires Billy Sorrentino, Wired’s current head of creative

  30-11-2016 18:03
  
  One of the top editors at Wired magazine has been hired by Apple. Billy Sorrentino has announced that he will leave the publication to take on a yet-to-be-announced role with the tech giant, according to a report on Apple Insider.
  The magazine confirmed the move but Apple has not offered details of the role Sorrentino will be taking.
  Sorrentino has been the head of creative at Wired since 2013, overseeing the brand’s four creative departments – photo, design, video and production. He
  
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• Creator of iconic burger and one of McDonald's first franchisees Michael Delligatti has died

  30-11-2016 17:47
  
  The Golden Arches took a hit today with the passing of the creator of McDonald's most iconic burger - the Big Mac.
  Michael Delligatti, who was known as "Jim," died Monday night in Pittsburgh at the age of 98, according to a report.As one of McDonald's first franchisees, Delligatti made an indelible impact on American cuisine with the creation of the Big Mac burger in 1967 at his Uniontown, Pennsylvania restaurant.
  By combining two all-beef patties, lettuce, cheese, pickles, and onions,
  
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• Gosh! Napoleon Dynamite himself schills for Burger King’s Cheesy Tots

  30-11-2016 17:40
  
  Instead of moving hens for $1 an hour or selling plasticware and bust-enhancing supplements door to door, the so-called “new kind of hero” who played the starring role in the quirky indie comedy Napoleon Dynamite has a new role: Fast food ambassador.
  That’s right: Twelve years after the film’s debut, the eponymous character and his sidekick Pedro Sanchez are eating tater tots together again – this time, in a 30-second spot promoting the QSR’s Cheesy Tots.
  
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• Crispin Porter splits with Turkish Airlines ahead of global review

  30-11-2016 17:29 via campaignlive.co.uk
  
  Crispin Porter & Bogusky has resigned the global advertising account for Turkish Airlines as the airline plans to review the business.
  
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• EA Sports shows support for victims and families of Chapecoense air disaster through FIFA 17 Ultimate Team

  30-11-2016 17:27
  
  EA Sports has paid tribute to the tragedy-stricken Brazilian football club Chapecoense who lost almost their entire team in a plane crash on Monday (28 November).
  The videogame developer has joined the outpouring of support for the club through a gesture in its Fifa 17 title.
  Within the game’s Ultimate Team mode each user has been given the Chapecoense badge and kit to use within the game, something which they usually need to buy with in-game currency. 
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  Users logged in to t
  
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• Newsworks appoints Vanessa Clifford as chief executive to replace Rufus Olins

  30-11-2016 17:25
  Newsworks, the marketing body for national newspapers like the Daily Mail, the Sun and the Guardian has appointed Vanessa Clifford as chief executive. 
  Clifford has been interim chief executive since Rufus Olins’ departed to join the Co-op in October, and will take on the role permanently with immediate effect.  She joined Newsworks in 2012 as client services and strategy director and was appointed deputy chief executive in 2014. Prior to joining the
  
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• How to make use of your most underutilised resource - your first party data

  30-11-2016 17:03
  
  If you're like most companies your first party data is your most valuable owned marketing resource, and likely your most underutilised, says iCrossing's chief marketing officer Alistair Dent.
  First party data is the information that users are telling you directly. It's data collected from your own interactions: purchases, mailing list signups, website browsing behaviour, app downloads, competitions and more. Any interaction that your customers have with you (and is covered by a privacy policy so
  
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• Translations taps Thiago Carvahlo for creative director role

  30-11-2016 16:58
  
  Communications agency Translation has announced the appointment of Thiago Carvalho to the role of creative director. Carvalho will lead creative for Translation's roster of leading brands, which includes brands such as State Farm, the NBA, Apple Music and Kaiser Permanente.
  In his 14 years in advertising, Carvalho has lived and worked for agencies in three countries: his native Brazil, Portugal and the United States, creating work for brands such as Nike, Leica, InBev, Unilever, Fiat, BMW,
  
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• Ad of the Day: Polish granddad tugs at the heartstrings in holiday ad for Allegro

  30-11-2016 16:53
  
  Poland’s answer to eBay and Amazon, Allegro, has released its Christmas ad – and it’s a tearjerker.
  Created by Warasw agency Bardzo, the ad opens with an elderly man ordering ‘English for Beginners’ before going all-in on the task at hand.
  From learning in the bathtub to on the bus and covering his house – and pet – in post-it notes, the spot follows his determined journey to master the language before receiving a second Allegro delivery – a suitca
  
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• Google and future-gazers predict 2017 key trends at Intermarketing Agency’s ‘The Tap’ event

  30-11-2016 16:43
  
  Marketers could be tackling a brand bypass in 2017 as the rise of virtual assistant tech, private online communities and programmatic marketing increasingly cut brand engagement out of the conversation altogether. That’s according to Google, trends analysts and senior marketers gathered for Intermarketing Agency’s recent 2017 future-gazing event.
  Speakers including Adam Sparrow, industry manager for retail at Google, Bonnie Richardson, consumer insight specialist at Foresight Factory
  
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• Hovis ups investment in experiential marketing

  30-11-2016 16:37
  
  Hovis plans to increase its investment in experiential marketing in 2017 after seeing success from using the tactic to promote its Soft White and Best of Both ranges this year.
  The bread-maker has brought in experiential agency Hot Pickle to plan the activity for the coming year, which will consist of a fully integrated multi-agency campaign with experiential at its core.
  “Hot Pickle demonstrated a genuine affinity with the brand and stood out with a combination of smart strategic thinking
  
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• Netflix calls out adblockers using Black Mirror's dark satire of modern technology

  30-11-2016 16:16
  
  Netflix is calling out adblockers in a bold campaign that echoes the dark and twisted themes from its Black Mirror series to address people using the software.
  When people with adblockers visit certain sites, they will be greeted with a banner promoting the show and a message saying, “Hello ad blocker user. You cannot see the ad. But the ad can see you”.
  The stunt is in the spirit of Black Mirror’s dark satire of modern technology and has been created by MullenLowe Mediahub as
  
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• Do ads have to be annoying to work?

  30-11-2016 16:00
  
  I have long held the belief that advertising can be effective without being annoying; that advertising that is respectful, additive and relevant will ultimately rise to the top.
  Unfortunately market forces don’t always seem to agree – annoying advertising continues to thrive, and the rise of adblocking feels inexorable. So am I wrong? Or is there a path to advertising that is both mindful of user experience and effective for those paying for it?
  We’ve spent the last year s
  
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• Virgin Media wants to ‘simplify’ TV

  30-11-2016 15:58
  
  Virgin Media is revamping its TV offering with a range of new features and products, as it aims to simplify the entertainment experience and “bring people closer to the TV they love”.
  At a press launch today (30 November), Virgin Media showcased its V6 TV box, which it says is half the size but 10 times as powerful as the previous TiVo box. It allows people to record six programmes at once and access Netflix in one click, compared to Sky’s apparent seven clicks. The product in
  
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• Carlsberg on how it will tackle the ‘big job’ of changing brand perceptions

  30-11-2016 15:50
  
  Everyone knows the "probably the best beer in the world" line but few people know the brand behind it, a point vice president of marketing Liam Newton stresses is at the heart of a multi-million attempt to trumpet its Danish roots.
  The beer marketer is the first to admit it isn’t the most original of strategies and yet in a market flooded with mainstream brews leaning on their heritage to convince drinkers they are premium, he believes there’s scope to do things differently for Carls
  
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• Expedia: If it can’t be bought programmatically we tend not to do it

  30-11-2016 15:27
  
  2016 has not been easy for the travel industry what with the UK’s decision to leave the EU, a spate of terrorist attacks and the surprise results of the US election. Yet this has not deterred travel brand Expedia, whose senior director of marketing, Andrew Cocker, says despite events over the last 12 months there has never been a better time to travel to the UK.
  “What we tend to find is where one country goes down another picks up slack. New opportunities open there,” Cocker t
  
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• What's programmatic costing you?

  30-11-2016 14:53
  
  Earlier this week Goodway Group published a survey which tipped programmatic display ad prices to jump by as much as 20% over the next 12 months in a report entitled What’s Programmatic Costing You? 
  The report looked at some of the dynamics likely to alter the cost of display ads bought in such a way, with report authors noting that "it's time to reset your pricing expectations". 
  Report authors at Goodway Group have forecast that North American publishers taking
  
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• Adidas creates new line of football boots specifically for women

  30-11-2016 14:49
  
  Adidas has created new versions of its premium football boot range explicitly for female athletes as part of the brand’s continued push to speak to more women.
  The Adidas Ace and X boots have been engineered to specifically fit the female foot with a unique combination of shape, design and traction.  
  As part of the creative process Adidas worked with numerous female athletes, including US captain and World Cup winner Becky Sauerbrunn, to gain key insights into the uniq
  
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• 2017 - the year that follows the year the world went mad

  30-11-2016 14:39
  
  This is an insights piece about 2017 trends without any mention of 'Trump' or 'Brexit'. Is that even possible? For all our sakes, I’m giving it a go. Then we can all have a group hug and hope the end of the world is not imminent.
  A move further towards localism
  I think people will start to look more inwards. A step further than conscious consumerism, this will be an increased in shopping local or buying local. Liking brands that support communities and make us feel part of something collec
  
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• Under the influence - Study shows consumers seven times more likely to trust social media photos over traditional advertising

  30-11-2016 14:38
  
  The influence of a social media photo inspires trust and engagement among consumers seven times more than traditional ads, a recent report suggests. With  only six per cent of people surveyed in the UK (between the ages of 16 to 49) trusting traditional advertising, over three-quarters of those surveyed state they prefer looking at user-generated images (UGC). The recent findings suggest brands may have to re-think strategies when seeking trust and engagement among consumers. The repor
  
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• Disney insists there won’t be Star Wars fatigue as it ramps up marketing for Rouge One

  30-11-2016 14:19
  
  Despite the latest Star Wars film, Star Wars: A Force Awakens, only being released last December, Disney’s UK CMO Anna Hill isn’t afraid the launch of yet another film will create fatigue.
  Rogue One: A Star Wars Story will be released on 15 December. It takes place before the original films but has been labelled as a spinoff because it does not feature the story arch of the Skywalkers. The aim is to test consumer appetite for the wider Star Wars universe, not just a plot involving t
  
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• Disney insists there won’t be Star Wars fatigue as it ramps up marketing for Rogue One

  30-11-2016 14:19
  
  Despite the latest Star Wars film, Star Wars: A Force Awakens, only being released last December, Disney’s UK CMO Anna Hill isn’t afraid the launch of yet another film will create fatigue.
  Rouge One: A Star Wars Story will be released on 14 December. It takes place before the original films but has been labelled as a spinoff because it does not feature the Skywalkers. The aim is to test consumer appetite for the Star Wars universe, not just a plot involving the characters from the o
  
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• Turkey of the week: HP "Reinvent giving" by AMV BBDO

  30-11-2016 14:16 via campaignlive.co.uk
  
  Simon Gwynn thinks this spot profiling HP's Spectre x360 laptop hits a dud note.
  
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• Pick of the week: Amazon "Vicar and Imam" by Joint

  30-11-2016 14:11 via campaignlive.co.uk
  
  Kate Magee is impressed with this spot for Amazon, which features a vicar and imam buying each other pads for their aching knees.
  
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• MP calls on fashion industry to address body image problem

  30-11-2016 14:04 via campaignlive.co.uk
  
  Caroline Dinenage, minister for women, equalities and early years, has called on the fashion industry to address unrealistic and idealised images of women's bodies.
  
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• Virgin Media unveils first 4K set-top box and own-brand tablet

  30-11-2016 13:56 via campaignlive.co.uk
  
  Virgin Media is taking on Sky with its first 4K set-top box, offering high definition broadcasts.
  
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• Overcoming the biggest small business online marketing challenges

  30-11-2016 13:50
  
  For many small business owners, marketing is often treated like an unwanted pet – you know you’ve got to take care of it but it’s not quite up there on the list of priorities.
  In recent years, online marketing has become an increasingly popular and effective tool for businesses to grow, engage and retain customer bases. Most social platforms like Facebook have made it possible for small business owners and in-house digital marketers to manage their profiles and campaigns on the
  
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• Newspapers' woes spotlight Project Juno's flaws

  30-11-2016 13:42
  
  Flaws in the viability of Project Juno have come to light with sources telling The Drum that two of the project's major publishers - News UK and Northern & Shell - have shown concerns as it pushes forward for completion in Autumn 2017.
  Of the six newspaper groups involved - News UK, Trinity Mirror, Guardian News & Media, DMG Media, Telegraph Media Group, Northern & Shell - some have got more robust data than others so whether they would be willing to give away their crown jewels
  
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• Sky’s media boss on why cinema’s £27 CPM is good value amid online advertising’s woes

  30-11-2016 13:32
  
  For those marketers perturbed by the viewability and creative challenges of getting their ads on smaller screens a viable alternative would be to run their ads on the big screen where those problems are non-existent, according to Sky’s director of media Andrew Mortimer.
  His thinly veiled ribbing of online media (unsurprisingly) came at DCM’s annual upfront earlier this week, where the narrative was squarely focused on trumpeting cinema as one of advertising’s sleeping giants. F
  
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• Why voice control could be the next big technology trend in radio

  30-11-2016 13:30
  
  My friend Matt Deegan, who runs several radio-related businesses, describes radio as a virus. It’s a born survivor, he says – attaching itself to new platforms and devices, just as a virus clings to cells. That could explain why 90% of UK adults listen to the radio every week, a figure unchanged in decades, despite the explosion in entertainment options.
  This week I've been in Manchester speaking at a Radiocentre event called Tuning In: See Radio Differently. My talk is about some of
  
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• US Creative Works: Featuring Anomaly, OKRP, Grey San Francisco & more

  30-11-2016 13:30
  
  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, December  7.
  To submit work for future publication, contact&nb
  
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• What Accenture and Karmarama’s deal means for marketers

  30-11-2016 13:18
  
  Consulting giant Accenture’s acquisition of creative agency Karmarama will open up new opportunities for brands looking for a one-stop shop for all their marketing needs.
  The deal, announced yesterday (29 November), will see Karmarama join Accenture Interactive, part of Accenture Digital. Karmarama is the third largest independent agency in the UK, with clients including Unilever, Just Eat and the BBC. Details of the deal were not disclosed.
  Speaking about the acquisition, Brian Whipple,
  
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• Accenture buying Karmarma: The deal that symbolises where marketing is heading?

  30-11-2016 13:15
  
  At the start of this year, we flagged Karmarama as one of the last independent agencies of scale left in the UK. We also said that it was unlikely to sell up unless a really interesting offer came along.
  Well, as of yesterday (29 November) it is no longer independent as that offer arrived. In a move that surprised just about everyone, the Farringdon-based agency was snapped up by the consulting giant Accenture. Rumours started circulating late on Monday night and by Tuesday morning the
  
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• GroupM chairman says media owners need to get on with sharing data

  30-11-2016 13:10
  
  GroupM chairman Irwin Gotleib has urged TV broadcasters to put aside their issues and share audience data or risk viewers shunning ad supported TV in their droves.
  "What scares me most", he told an audience at the Future of TV Advertising Forum in London earlier today (30 November), "is the shift of audiences away from advertising supported TV”.
  He said that the industry should unite to encourage more subscription services such as Netflix to adopt a hybrid model. Should that happen then it
  
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• Brands accused of causing crisis of confidence in body image

  30-11-2016 12:28 via campaignlive.co.uk
  
  Advertisers, media owners and brands have been accused of colluding in creating a "crisis of confidence" among consumers as they continue to promote unrealistic body ideals.
  
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• Kellogg’s pulls advertising from Breitbart News amidst campaign shaming brands for supporting far-right title

  30-11-2016 12:26
  
  Kellogg’s is pulling its ads from Breitbart News, the right-wing news site whose former chairman Steve Bannon has been appointed as a top adviser to president-elect Donald Trump.
  The decision to withdraw advertising from the site comes in response to mounting pressure from activists calling on marketers to abandon Breitbart News because of its controversial editorial content which has widely been accused of spouting racist and anti-Semiti views.
  Activists have been gathering screensho
  
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• Cameron and Florence step up as PHD UK readies for Volkswagen

  30-11-2016 12:06 via campaignlive.co.uk
  
  PHD UK has promoted Hugh Cameron to chairman from chief brand development officer and Mike Florence to chief strategy officer from head of planning.
  
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• Newsworks confirms Vanessa Clifford as CEO

  30-11-2016 11:46 via campaignlive.co.uk
  
  Newsworks has confirmed Vanessa Clifford as chief executive of the newspaper trade body for the advertising industry at a critical time for the news business.
  
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• Facebook buoyed by over 10% increase in Black Friday digital ad spend

  30-11-2016 11:42
  
  Facebook has emerged as the big winner of a digital ad spending splurge by retailers over the key Black Friday and Thanksgiving sales bonanzas, racking up a 10.7% and 13% year-on-year uplift respectively.
  The bumper haul was attained on the back of a wider 17.9% and 13.8% rise in digital ad spend on Black Friday and Thanksgiving versus a year earlier, according to data compiled by AdRoll, with advertising as a whole performing strongly throughout the weekend frenzy.
  Click-through rates for insta
  
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• The Sun was forced to register as a leave campaign group over £96k Brexit poster

  30-11-2016 11:30
  
  The Sun newspaper was forced to register as a leave campaign group after the tabloid splashed out £96k on a ‘BeLEAVE in Britain’ pull-out poster exhorting readers to use their vote to exit the European Union just a week before the referendum.
  The unprecedented step was taken by publisher News Group Newspapers to comply with rules laid down by the Electoral Commission which regulates campaign spending. The Sun was one of the most pro-Brexit papers editorially but as the poster w
  
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• John Lewis 'Buster the Boxer' is most-liked festive ad

  30-11-2016 11:20 via campaignlive.co.uk
  
  John Lewis "Buster the Boxer" is the public's favourite Christmas ad of 2016, according to research for Campaign.
  
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• Arcade classics Pac-Man & Space Invaders set for belated Facebook debut

  30-11-2016 11:20
  
  Facebook is seeking to burnish its video gaming credentials further following the success of hit titles such as Farmville and Candy Crush by introducing a whole new generation of gamers to the simple delights of Pac-Man and Space Invaders.
  Both titles are being converted for web operation for play on Messenger and embedded within the news feed as part of the social network’s Instant Games push which aims to keep browsers on the website for longer by deploying the tried and tested ‘ju
  
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• 2016 Google Women in Search winner calls on the industry to “challenge everything”

  30-11-2016 11:15
  
  Sophia Glennon, PPC manager at Confused.com and winner of the 2016 Women in Search initiative, has called on women in the industry to “challenge everything” as she accepted the accolade at The Drum’s 2016 Search Awards.
  Cardiff-based Glennon thanked Confused.com for providing her with a solid foundation, and explained how she aims to provide a strong level of training to her own rapidly expanding team.Sophia Glennon Winner 2016 Women in Search
   
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  Glennon was pres
  
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