Marketing news

• The 10 Essential Advertising People of the Year: No. 8 Amir Kassaei

  13-12-2016 22:14 via campaignlive.com
  
  By slashing his agency's awards budget by 50 percent, DDB's creative chief breathed new life into a tired debate.
  
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• DNA Recruit: Senior Account Planner - Integrated Agency - London

  13-12-2016 21:21
  
  £55000 - £65000 per annum:DNA Recruit:
  New Year New Job?A Family orientated national creative agency are looking for a Senior Strategist to join their team. Interested? Read on...
  Leicestershire / West Midlands, Birmingham / London
  
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• Deutsch hires Mike Frank as SVP, creative director

  13-12-2016 20:20
  
  Former Razorfish VP and group creative director Mike Frank has joined Deutsch as SVP, creative director. In his new role, Frank will provide creative leadership to Deutsch’s 35-person Volkswagen platform team and will report to Tara Greer, EVP, executive creative director.
   
  “Mike’s deep automotive experience, coupled with his passion and understanding of product development, makes him a conceptually and creatively strong platform leader,” said Pam Scheideler, chief
  
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• Twitter’s Jack Dorsey plays newsman interviewing Edward Snowden

  13-12-2016 20:05
  
  Jack Dorsey is no stranger to the plight of whistleblower Edward Snowden. The Twitter CEO has been vocal about his support to pardon Snowden and is prominent on the PardonSnowden.org website and petition to have the CIA whistleblower pardoned.
   
  That he is now playing interviewer to Snowden’s interviewee is an interesting twist. On Tuesday morning, Dorsey sat down with Snowden by Periscope to ask him questions submitted to him over Twitter. The conversation was also facilitated by the
  
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• Influencers seek authenticity and collaboration with brands as their roles evolve and grow, survey says

  13-12-2016 19:51
  
  Influencer marketing is a trend on the rise with 2016 showing more businesses turning towards social media personalities to create and produce branded content.
  A recent report by Julius, a SaaS marketing platform found that 90% of those influencers surveyed have worked with a brand for sponsored content prior to becoming an influencer or on an ongoing basis. Additionally, 77% of influencers work with a brand as part of an ongoing and evergreen campaign and 85% expect the number of branded campai
  
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• Snapchat beefs up its capabilities with features including group chat and Shazam

  13-12-2016 19:34
  
  Snapchat has rolled out four new features in the hope of holding the attention of its users on the popular messaging app even longer.
  The new features include a Shazam partnership, group chat, and two new “creative tools” that have been dubbed Scissors and Paintbrush.
  Via its Shazam tie-up, users can now simply Shazam a song by holding down on the app’s camera screen. Once the song title and artist appear on-screen, users have the option of listening to the track within Snapcha
  
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• ‘Where did all the money go?’ – A look inside the digital industry’s move to drive fraudsters out of adland

  13-12-2016 19:00
  
  Advertisers are doubling down on ad fraud with the industry trade group Trustworthy Action Group (TAG) pursuing a payment ID system which it hopes will help prevent organized crime elements continue to siphon money off from the industry, with mobile a particular area of concern. 
  Last week TAG issued its first round of “certified against fraud” accreditations to several companies, in the hope that will help erode brand-side marketers’ fears over employing digital medi
  
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• How adtech aims to stop fraudsters ripping off the media business

  13-12-2016 19:00
  
  Advertisers are doubling down on ad fraud with the industry trade group Trustworthy Action Group (TAG) pursuing a payment ID system which it hopes will help prevent organized crime elements from continuing to siphon money off from the industry. 
  Last week TAG issued its first round of “certified against fraud” accreditations to several companies, in the hope that will help erode brand-side marketers’ fears over employing digital media, 78% of whom cite it as one of th
  
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• My predictions for upcoming 2017 predictions, which will be predictable

  13-12-2016 17:35
  
  Prepare thyselves, good friends, for that special time of the year in which agency thought leaders try to demonstrate how they actually have thoughts that lead by penning that favorite of all December article formats: the Prediction List.
  As ubiquitous as the agency holiday card, these lists, while designed to be provocative, often are anything but. Perhaps that’s because the future, as history has taught us over and over with very stiff ruler-slaps, is actually very hard to predict. Nostr
  
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• 61% of women will not enage with an influencer's sponsored post until an emotional connection is established, survey says

  13-12-2016 17:27
  
  New research from Bloglovin' a lifestyle social discovery platform, found that the majority (61%) of women won’t engage with an influencer’s sponsored post if it doesn’t feel genuine, and one in three (36%) women won’t engage because they know the post is paid for by a brand.
  The report, which surveyed more than 20,000 of its users, suggests that influencers sponsored content must remain authentic and consistent with the rest of their posts. In order to gain the cons
  
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• From the Super Bowl to the High Line: The remarkable life of artist David Everitt-Carlson

  13-12-2016 17:23
  
  Snowed in with local heroes...
  From Hurricane Sandy to a leak in your apartment building, adverse weather conditions have a way of bringing people together. During New York’s last blizzard, I found myself snowed in one of the few East Village bars with a fireplace. Here I met David Everitt-Carlson: Super Bowl ad writer, Occupy Wall Street front man and mastermind behind the world’s largest collection of public art, I Think Outside My Box (#ITOMB) project.David Everitt-Carlson on the
  
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• BBC and ITV unveil details of Britbox catch-up TV service in US

  13-12-2016 17:18 via campaignlive.co.uk
  
  The BBC and ITV have unveiled Britbox, its ad-free subscription video-on-demand service in the US, which will launch during the first quarter of next year.
  
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• Do you want to win a meerkat? Comparethemarket teams with Disney for Frozen-themed toys

  13-12-2016 17:16 via campaignlive.co.uk
  
  Comparethemarket has partnered with Disney to offer two new toys, to mark the first terrestrial showing of animated hit Frozen, on BBC One on Christmas Day.
  
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• 'Act now so the same doesn't happen here' warns Channel 4 marketing boss on how fake news could hamper UK election too

  13-12-2016 16:59
  
  As the implications of fake news dominate discussions surrounding the recent US presidential election, UK politics could also be severely affected, according to Channel 4’s chief marketing officer Dan Brooke.
  The severity of fake news has come to the forefront recently as a result of social media platforms like Facebook failing to curb the spread of false reports before they seep into the publics’ consciousness.
  The prominence of the trend has been widely cited as having influenced t
  
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• John Lewis’s sales drop shows the impact of Black Friday

  13-12-2016 16:48
  
  John Lewis’s sales fell 2.1% to £151.8m in the seven days to December 10 as the Black Friday promotional event and Christmas Day falling on a Sunday change the “shape of trade” over Christmas.
  The company, which has vocalised its concern over Black Friday in the past, was duty bound to the American retail tradition due to its ‘Never Knowingly Undersold’ price promise, meaning it has to match promotions on offer at its competitors.
  Black Friday resulted in Joh
  
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• Judge denies WPP's motion to dismiss Johnson discrimination suit

  13-12-2016 16:39 via campaignlive.com
  
  CEO Gustavo Martinez created "a workplace cut through with hostility," says judge
  
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• Time Inc UK hails 'turnaround' as profits rise after events drive

  13-12-2016 16:34 via campaignlive.co.uk
  
  Time Inc UK has credited turning NME free and expansion in events for an increase in "adjusted" revenues and operating profit last year.
  
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• BBC and ITV team up to launch Britbox, a Netflix-style US streaming service

  13-12-2016 16:12
  
  The BBC and ITV are to collaborate on the launch of an ad-free streaming subscription service dubbed Britbox, which will give viewers in the US access to a digital catalogue of new and vintage British content. 
  The move, which was first rumoured to be in the pipeline in March, will look to boost international revenues for the broadcasters and help British producers and  talent to reach a wider audience. 
  The joint venture will see the BBC's commercial arm combine forces
  
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• BBC Worldwide hires Pottermore’s Anna Rafferty to head up digital marketing

  13-12-2016 16:05
  
  The BBC Worldwide has made a significant appointment to its marketing team, hiring former Penguin Digital managing director and Pottermore director of product, creative and content, Anna Rafferty.
  Rafferty will start at the BBC’s international and commercial arm at the start of 2017 as director of digital marketing.
  In the new role she will set the digital plans and marketing launches for major brands, including BBC Brit, BBC Earth and BBC First, as well as titles such as Top Gear and Doct
  
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• Blizzard Entertainment promotes the lighter side of Hearthstone

  13-12-2016 15:34
  
  Irvine, California-based Blizzard Entertainment, the video game company known for its wildly popular World of Warcraft games, has taken a lighter approach to promoting its strategy card game, Hearthstone, showing the lighter side of conflict resolution.
  The Pitch agency was tapped to come up with a lighthearted-yet-fun way to promote the game, and they went with a cosplay theme for the campaign. Pitch turned to director Ulf Johansson at Smith and Jones, one of the world’s most awarded comm
  
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• ITV's 'misleading' ad for live Emmerdale experience banned

  13-12-2016 15:06 via campaignlive.co.uk
  
  ITV's ad for a live Emmerdale attraction has been banned for "misleadingly" exaggerating the experience fans of the show would have.
  
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• Guerillascope joins forces with new out-of-home specialist OOH Yes

  13-12-2016 14:58
  
  Independent TV planning and buying agency Guerillascope has announced a new media partnership with OOH Yes, the recently established out-of-home planning specialist.
  OOH Yes harnesses technology and behavioural insights to deliver brand campaigns on a regional, national and international scale, for clients including 888.com, trainline.com and lastminute.com. The company caters for the full spectrum of creative out-of-home formats: from taxis, the Tube and buses, through to roadside billboards an
  
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• Seattle's Workhouse Creative signs director Cali Bondad

  13-12-2016 14:33
  
  Seattle-based branded content studio Workhouse Creative recently signed director Cali Bondad to its index of directors for exclusive US commercial representation. Bondad immediately started working for the studio, directing and a production for Georgia Power that will be released in 2017.
  Bondad was previously a director and editor at Mekanism’s production arm Sister, where she worked on a range of content, including broadcast commercials, music videos, and films. Her most recent project i
  
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• Delineo team completes management buyout

  13-12-2016 14:32
  
  Delineo, the Manchester based marketing agency, has announced a successful management buyout led by the executive management team of Stephen Frater, Sam Rowlands, Leigh Sheridan and Julia Ingham.
  The buyout sees experienced digital director Stephen Frater take on the role of managing director and current chief executive officer Nick Melvin move to the position of chairman while remaining as a project strategist at the agency.
  Commenting on the changes, Frater said: “The MBO has been a tran
  
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• YouTube now wants to work with TV

  13-12-2016 14:10
  
  Anyone at YouTube’s Brandcast last night (12 December) will have noted a very different feel to the event. Last year’s, event saw Google tell advertisers that if they wanted to reach 16- to 34-year-olds they would need to give YouTube 24% of their TV budgets. Yet fast forward a year and YouTube is taking a much more collaborative approach, saying TV and online video work best together.
  YouTube said that while 73% of viewing happens on mobile in the UK, its fastest-growing screen is
  
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• Amazon and Netflix ramp up marketing as the holiday season heats up

  13-12-2016 14:00
  
  Found Remote recently launched a new partnership with MediaRadar, a leading ad-sales intelligence platform to understand how the major OTT platforms are diversifying their marketing efforts.
  For November, Amazon was heavily promoting the return of Mozart in the Jungle, while Netflix, The Crown. Here is the full analysis. MediaRadar chart for Found Remote
   
  Loading...
  Insights: 
  Amazon won the total # of online websites by a landslide--running on 251 unique online websites. To
  
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• Guardian taps ex-Google marketer to head up platforms and partnerships

  13-12-2016 13:35
  
  Guardian News & Media (GNM) has tapped ex-Google marketer Anna Bateson to a newly created role dedicated to developing and managing the publisher’s partnerships with big platforms such as Facebook and Google, as publishers aim to ensure their relationship with the digital giants is a two-way street.
  Bateson, formerly director of global consumer marketing at YouTube, will be responsible for managing the Guardian’s existing partnerships with companies such as Facebook and
  
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• My Media Week: Jason Cotterrell, Exterion Media

  13-12-2016 13:22 via campaignlive.co.uk
  
  Jason Cotterrell, the managing director at Exterion Media, settles into new offices shared with TfL, and reviews activity for their joint venture, Hello London.
  
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• Ball & Hoolahan: Category Manager

  13-12-2016 13:00
  
  £45,000 per annum:Ball & Hoolahan:
  Rare opportunity to join this leading premium beauty lifestyle brand. Working closely with the Associate Director, you will shape the strategy for ...
  London
  
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• Humanising brands: how Hendrick's Gin speaks to consumers

  13-12-2016 12:54
  
  Brands are searching for ways to automate the delivery of their services and products, but more often nowadays brands are looking at how AI can help them to relate and interact with their consumers.
  But while it is reasonably straight forward to create machines that can help to pack boxes in an Amazon warehouse, creating machines or software that can realistically understand and replicate the complexities and intricacies of human relationships is much more challenging.
  This challenge plays a big
  
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• Instagram Stories shows X-rated content to users not searching for it

  13-12-2016 12:45 via campaignlive.co.uk
  
  Instagram's Stories function has made it easier for users to stumble accidentally on inappropriate content through search.
  
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• Will Rupert Murdoch's surprise Sky bid succeed this time around?

  13-12-2016 12:43
  
  If there’s anyone in the media industry who is guaranteed to spring a surprise, it’s Rupert Murdoch.
  And he certainly did that when he announced (through his 21st Century Fox corporation) an audacious bid to fully take over the satellite TV giant Sky. Sky said on Friday that 21st Century Fox had reached a preliminary agreement to acquire the 61% stake in the West London-based broadcaster it did not already own. The new takeover offer would value Sky at about $23bn.
  Even at the age of
  
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• The Token Man: MullenLowe Profero's Wayne Arnold on why agencies shouldn't positively discriminate to 'make the stats look better'

  13-12-2016 12:40
  
  Wayne Arnold, co-founder and global chief executive at MullenLowe Profero, speaks to Lizi Hamer, creative director at Octagon, in the latest of our Token Man series of gender diversity interviews conducted by prominent women from across the marketing industries.
  Lizi Hamer: Wayne, thank you for your time today to discuss a challenging topic – gender equality. Why were you interested in taking part?
  Wayne Arnold: I think it's fascinating because it's an uncomfortable top
  
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• Guardian hires former YouTube marketing chief Anna Bateson to head up partnerships

  13-12-2016 12:38 via campaignlive.co.uk
  
  Guardian News & Media has appointed YouTube's former director of global consumer marketing Anna Bateson to the role of vice president, platforms and partnerships.
  
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• No Talk, All Action: how Startup Weekend brought great ideas to life in just 54 hours

  13-12-2016 12:37
  
  “No Talk, All Action” sums up what Do It Day is all about, but it’s also the motto of Startup Weekend, one of the largest and most engaged grassroots movements of active and empowered entrepreneurs globally. So when XVIII Havas heard of The Drum’s Do It Day Fringe, we thought it’d be a perfect match for our work with EDF Energy and Startup Weekend in Manchester.
  EDF Energy, having just closed the applications for EDF Energy Pulse Awards, played a critical role in th
  
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• How far would you go for your dream career?: ReFUEL4 meets Nigerian designer Augustus Amadi

  13-12-2016 12:22
  
  In a still-developing economy like Nigeria, those with lofty aspirations need to be willing to make careful, and practical life choices. Most people find themselves working within a selection of specific industries, from agriculture, to oil development, transport, and services. In fact, agriculture currently counts for two thirds of the available employment opportunities in the area. As attractive as the creative industry might be to many innovative individuals, a career in this industry isn&rsq
  
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• Deezer's partnership with Manchester United heralds in a new era for its ambitions to speak directly to consumers

  13-12-2016 12:11
  
  Competition within the crowded streaming marketed has led Deezer to break from the pack in pursuit of sponsorship, striking a deal with Manchester United in the hope that more people will willingly download the app and in turn lessen its reliance on pre-install deals with telecommunications networks.
  A vast library of music is no longer the marketing credential it once was, it’s now a prerequisite for entry into the harsh market and if the French company is to survive against its riva
  
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• Deezer launches partnership with Manchester United as its official music partner

  13-12-2016 12:06 via campaignlive.co.uk
  
  Manchester United has teamed up with music streaming service Deezer in a partnership that will see current and former players of the club take part in a digital campaign.
  
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• UK Top Shazamed Ads: BBC One scores the top spot with its fun and festive ad filled with diversity

  13-12-2016 12:00
  
  This week, BBC One has skyrocketed to the top of the chart thanks to Lucy Rose's acoustic cover of Shakin' Stevens' 1985 classic 'Merry Christmas Everyone'.The one-minute long festive ad sees a diverse representation of the public get into the seasonal spirit with the help of Christmas nights out, festive movies and putting up the tree.Meanwhile, newcomer Boots places a respectable tenth place with its 'The Gift of Beauty' spot. The film depicts women who work the emergency services being pamper
  
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• Team GB's Leah Davis: ‘When a brand’s personality comes across, it makes a difference to the fans’

  13-12-2016 11:57
  
  For Rio’s 2016 Olympics, Team GB’s head of marketing, Leah Davis had a unique storytelling challenge on her hands. Speaking ahead of The Drum’s upcoming webinar on brand storytelling, Davis talks about how Team GB tackled the Rio Olympics storytelling campaign.
  When Davis spoke to The Drum last year, she admitted it would be a challenge engaging the nation for the Rio Olympics, given that for the London 2012 Olympics, “people naturally got involved with the games”.&
  
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• Let the influencers film themselves eating cake

  13-12-2016 11:54
  
  People are hungry, or maybe just greedy. That is why we end up with those wonderful commercials from places like M&S that are full of abstract food images set to an improv jazz score. Damn they look good, but I still don’t know what I’d actually be tasting when I buy the product. 
  However, a talented influencer can bring to life every flavour while engaging their viewers with their reactions and personality. This is why influencer marketing is one of the best strategies for
  
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• On-demand delivery start-ups lose their luster as investors decide to keep the change

  13-12-2016 11:24
  
  Investment in food delivery startups slowed to a halt in the second half of 2016 as backers seemingly lost faith in the saturated, low-margin scene.
  Data collated by Reuters found that a total of $1.9bn was invested into food delivery start-ups in the first half of the year – dwarfing the $50m raised by the industry in the second half, a disparity which could be a cause for concern in 2017. 
  The report, compiled using data from the “companies, their backers and third-party websi
  
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• Spend on premium supermarket ranges to hit record high this Christmas

  13-12-2016 11:13
  
  Consumers are increasingly spending on premium supermarket own-label ranges over Christmas as they look to trade up and “treat loved ones” over the festive season.
  Figures from Kantar Worldpanel show spend on premium brands was up 13% year on year in the 12 weeks to 4 December. That is against a backdrop of slowing growth across the industry, with overall sales up by just 0.7%.
  Some 88% of shoppers are now buying from the top tier of supermarket’s private labels and premium ra
  
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• Westworld generated the most digital content engagement among new fall TV series

  13-12-2016 11:00
  
  The early narrative was that Westworld is not ‘the next Game of Thrones.’ But maybe it can be. According to Amobee, a marketing technology company that measures interactions across 600,000 websites, Westworld generated the most digital content engagement of any new fall TV show.
  Between the show’s October premiere and last Sunday’s Season 1 finale, 15 per cent of all HBO digital content engagement was Westworld-related. Season 6 of Game of Thrones, by comparison, accounte
  
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• Scott Sports get on their bike with Australian sponsorship deal

  13-12-2016 10:49
  
  Bike manufacturer Scott Sports has been named as co-title sponsor of the Australian International Cycling Union pro-cycling team, previously known as Orica-BikeExchange, in a three-season tie-up.
  Under the deal the team will be renamed Orica-Scott in tandem with the women’s team, who were previously known as Orica-AIS, for an undisclosed sum.
  Orica-Scott owner Gerry Ryan said: “They have seen the value and we are now a genuine general classification team. Five years ago when we start
  
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• Meet Offer.Moments, the startup looking to disrupt the media buying scene with programmatic, personalised, mobile-first OOH

  13-12-2016 10:30
  
  While it may be true that many new inventors are subconsciously inspired by the science fiction of their childhoods, this form of inspiration is hardly seen in the world of outdoor media. Not so for OfferMoments – a company offering  facial recognition-powered, programmatically-sold billboard tech directly inspired by the 2002 thriller, Minority Report.
  “I was sat with my business partner, Shaz [Mughal], in our garage and we were trying to think up a new business idea,” re
  
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• YouTube pushes British content and working 'alongside TV' at UK upfronts

  13-12-2016 10:21 via campaignlive.co.uk
  
  Distinctly British. Almost humble. Eager to work "alongside TV". Could this really be YouTube's UK upfronts?
  
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• What OperaMediaworks’ rebrand to AdColony means to brands and why it's bullish on growth prospects

  13-12-2016 10:21
  
  Buoyed by its rebrand from OperaMediaworks to AdColony, the independent mobile ad platform is positioning itself as the destination for advertisers that want mass market audiences for video campaigns.
  It might seem like a bullish claim for a company with a limited profile but it has the scale and now, more importantly, the structure to make a bigger play for mobile budgets. With a pool of mobile app publishers it claims is “second only to Google in the top 1,000 apps”, that scale has
  
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• Monster Energy stumps up $20m for NASCAR sponsorship

  13-12-2016 10:20
  
  Energy drink brand Monster is taking its name into the world of motorsport with a $20m sponsorship deal for NASCAR’s No.1 series, fueling hopes that the American sport can engage with a younger audience.
  The two-year deal reportedly comes with an option to extend for an additional two years with Monster stumping up $20m per season for the privilege – although NASCAR has refuted the accuracy of these figures.
  If true the sponsorship deal would significantly undercut a 2004 deal struck
  
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• Maurice Lévy's office listed on Airbnb in festive Publicis Groupe video

  13-12-2016 10:18 via campaignlive.co.uk
  
  Publicis Groupe boss Maurice Lévy has offered up his vacant office as an Airbnb room in his Christmas message this year.
  
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