Marketing news

• Hershey’s, Nike, Cheetos and Johnsonville had the most emotionally impactful video ads of 2016

  04-01-2017 23:26
  
  Nike, Hershey’s, Cheetos and Johnsonville had the most emotionally evocative video ads of 2016, according to research released by video advertising measurement company Ace Metrix.
  According to Ace Metrix, which conducted the research by measuring the frequency of emotive words and phrases in viewer comments on nearly 8,000 videos, Nike’s “Unlimited Scout Bassett” ad was the most inspirational ad of 2016. Created by Wieden + Kennedy Portland, the video was part of Nike&rsq
  
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• Flagstar Bank names Bernstein-Rein AOR after competitive review

  04-01-2017 21:37
  
  Flagstar Bank, the largest savings bank in Michigan and the fifth largest in the country, has named Bernstein-Rein as its agency of record following a competitive review.
  The Troy, Michigan-headquartered bank, also a leading national originator of residential mortgage loans, began its extensive review last summer and the large field of contenders was narrowed to a final group of five agencies, with the bank deciding to go with Kansas City-based Bernstein-Rein.
  “We were looking for a market
  
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• Hulu joins with CBS to carry live and on-demand programming

  04-01-2017 21:07
  
  CBS has been slow in releasing its programming to streaming and on-demand services. The top-watched broadcast network remains absent from some local cable on-demand options and it is also the only major network not to sign a programming agreement with AT&T for DirecTV Now.  Instead, it directs viewers to sign up for its CBS All Access streaming option.
  Hulu was able to break through, however, and the streaming television destination has announced a new agreement with CBS Corporation to
  
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• Equinox gym reveals powerful 'Commit to Something' campaign featuring model with mastectomy scars

  04-01-2017 19:45
  
  US-based gym and lifestyle brand Equinox has unveiled a powerful 2017 iteration of its 'Commit to Something' campaign which confronts cultural issues in order to encourage Americans to change their lifestyle in the new year. 
  The brand's most recent campaign comprises a series of seven images shot by world-renowned fashion photographer Steven Klein, who also worked on the 2016 version of the drive which featured high-fashion model Lydia Hearst breastfeeding twins.
  One of the photo
  
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• Adobe’s Campbell Foster on the opportunity to ‘exploit the walled gardens’ with personalisation

  04-01-2017 19:32
  
  Speaking ahead of the Publicis Groupe and Adobe panel discussion on digital transformation at the Consumer Electronics Show (CES) this month, Campbell Foster, director of product marketing, Adobe Primetime, speaks to The Drum about why Amazon falls on the right side of the personalisation spectrum and why Google and Facebook have “no obligation” to help agencies.
  Every TV network has its strategy to capture audiences whether its releasing shows during particular seasons or stead
  
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• US ad trade associations file petition against FCC, stating it is in violation of the First Amendment

  04-01-2017 19:30
  
  Several major US ad trade associations jointly submitted a petition to the Federal Communications Commission (FCC) on Tuesday evening (3 January) to reconsider its order mandating opt-in privacy requirements by Internet service providers.
  The petition – which was submitted together by the Association of National Advertisers, the American Association of Advertising Agencies, the American Advertising Federation, the Data and Marketing Association, the Interactive Advertising Bureau, and
  
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• Pandora rolling out muted video and responsive display ads

  04-01-2017 19:15
  
  Internet radio and streaming company Pandora has announced that it will roll out muted video and responsive mobile display ads to all its advertisers on January 19. The new ad formats are meant to drive results across key performance indicators, including time spent with ads, brand favorability and intent to purchase, according to a release by the company.
  The ads have already been in beta with select partners, including Denny’s Express, Google, the Lexus Dealer Association and Ascent Prot
  
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• Federal Law Enforcement to probe ‘methbot’ claims as the media industry drills down on fraud

  04-01-2017 19:00
  
  The Methbot report claiming advertisers were being defrauded by up to $5m each day published last month is now in the hands of US Federal Law Enforcement, with a potential investigation a distinct possibility in the future, according to report authors White Ops. 
  The study sent shockwaves throughout the entire industry with the staggering fees helping cyber security firm White Ops generate international coverage in mainstream media outlets as the anti-fraud unit and Trustworthy Action Group
  
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• Maltesers unveils braille bus poster as it puts inclusivity at heart of the brand

  04-01-2017 18:57
  
  Maltesers is putting inclusivity at the heart of its brand after its Paralympic Games campaign featuring people with disabilities proved to be its most successful advertising in the last eight years.
  Speaking to Marketing Week, Michele Oliver, vice-president of marketing at Mars Chocolate UK, which owns Maltesers, says the response from the public and consumers to its ads has been “wonderful” in terms of conversations around the campaign, sales and moving diversity up
  
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• Xerox has updated its classic ‘Brother Dominic’ Super Bowl spot for the digital age

  04-01-2017 18:45
  
  Forty years ago, Xerox aired its now-classic spot “Brother Dominic” during the Super Bowl. Ahead of this year’s game, the brand is hoping to leverage both nostalgia and Super Bowl buzz with a revamped version of “Brother Dominic” that shows just how far Xerox has come since the ad initially aired.
  In the original version, which was created by Needham, Harper & Steers, Brother Dominic is asked to create 500 copies of a manuscript he had just written. Overwhelmed
  
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• Allexo Search: Brand Manager - Bars & Restaurants

  04-01-2017 18:43
  
  £40000 - £45000 per annum + 20% Bonus + Benefits:Allexo Search:
  The UK's leading Food & Beverage hospitality group based in Central London are searching for a driven and ambitious Commercial Brand Manager.
  London
  
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• NEP Group expands its live broadcast reach with acquisition of Avesco group

  04-01-2017 18:39
  
  Pittsburgh-based content producers NEP Group Inc. announced today the acquisition of live event and broadcast Avesco's Creative Technology ("CT") and mclcreate brands. The acquisition will makes NEP one of the largest global providers in the broadcast and live event industries.
  Based in the United States, NEP operates four brands offering live event solutions, including Screenworks, Sweetwater, Faber, and Mediatec Solutions. With the addition of Avesco Group, NEP will expand to North America, Eu
  
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• Complaints swamp Wendy's for tweeting an image of nationalist meme Pepe the Frog

  04-01-2017 18:21
  
  Wendy’s has brought to a close its stream of favourable media coverage generated by its sassy social media team by briefly sharing a reworked image of Pepe the Frog, now following the US election an meme closely associated with white supremacists.
  The run started at the start of the year when the outlet allegedly schooled a Twitter user casting shade on its claim to never freeze its meat – the revelation that Wendy’s indeed uses fridges made headlines. 
  if you're having a
  
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• Majority of consumers ready to embrace AI assistants, says study

  04-01-2017 18:19
  
  Consumers are ready for artificial intelligence to take a central role in their lives, with over half of shoppers saying they use AI-powered personal assistants. 
  Accenture's Digital Consumer Survey, which has been released just as the 2017 Consumer Electronics Show (CES) prepares to get underway in Las Vegas, found that young millennials in particular are leading this adoption. More than four in five (84%) of 14 to 17-year olds said they currently use digital voice-enabled assistants
  
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• IAB UK promotes Jon Mew to CEO

  04-01-2017 18:05 via campaignlive.co.uk
  
  The Internet Advertising Bureau UK's chief operating officer Jon Mew will succeed Guy Phillipson as head of the trade body from 13 January.
  
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• Allexo Search: Media Buyer - FMCG/Retail

  04-01-2017 18:00
  
  £27000 - £34000 per annum + 20% Bonus + Benefits:Allexo Search:
  Brand new Media Buying role with the UK's leading Shopper Marketing agency.
  London
  
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• Torch Songs campaign sees musicians cover tracks that get them through tough times to support male mental health

  04-01-2017 17:56
  
  The Campaign Against Living Miserably (Calm) is asking musicians to record covers of songs they consider meaningful to put male mental health onto the national agenda.
  Suicide is the single biggest killer of men under 45 in the UK – about one every two hours – and creatives at Harriman Steel, including former MTV UK marketing vice-president James Scroggs who helped found Calm a decade ago, hope Torch Songs can help arrest that troubling statistic through a so
  
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• UKTV looks to catch ITV Digital as ad share beats Channel 5 and Sky again

  04-01-2017 16:57 via campaignlive.co.uk
  
  UKTV said its growing commercial share is closing the gap with ITV's digital channels after projecting it would beat Channel 5 and Sky channels for the second-year running.
  
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• B2B influencers make strides on LinkedIn with focus on what works and what doesn't

  04-01-2017 16:56
  
  With a number of B2B industry leaders standing out amongst a total of 160,000 articles published on the LinkedIn network weekly, influential marketers focusing on management, culture, marketing and social have gained larger followings with  64 times more comments, 52 times more likes, and 24 times more shares on their articles than average users, LinkedIn reports. Each of LinkedIn’s top writers generated an average of 54,000 new follows this year and B2B marketers are likely to contin
  
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• HPS Group marks 40th anniversary with acquisition of research specialist MM-Eye

  04-01-2017 16:28
  
  Full-service marketing communications agency the HPS Group has completed the acquisition of Covent Garden-based research specialist MM-Eye.
  The addition of MM-Eye’s 18 staff brings the group’s headcount to 242 and raises the company’s turnover to £27m as the company celebrates its 40th anniversary.
  HPS Group marketing communications remains at the core of the business, while the renamed HPS MM-Eye becomes the group’s fifth specialist, wholly-owned subsidiary. HPS MM
  
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• Gary Vaynerchuk expands empire into media with acquisition of women’s publisher PureWow

  04-01-2017 16:28
  Serial entrepreneur Gary Vaynerchuk has acquired women’s lifestyle media company PureWow. 
  PureWow was launched in 2010 targeted at women aged between 20 to 40 underserved by traditional women's magazines. It raised $2.5 million in funding in 2015, which Vaynerchuk participated in. 
  Details of the deal have not been disclosed, but PureWow is thought to have generated around $20m in revenue in 2016 compared to $10m in 2015 and was boasting as much as 10 mi
  
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• US streaming subscription boom derails YouTube's music stream growth

  04-01-2017 16:13
  
  Video platforms such as YouTube and Vevo are losing dominance in the US streaming market thanks to the dramatic growth of streaming subscription services like Spotify, Apple Music and Google Play. 
  A report into the US music industry from monitoring company BuzzAngle has revealed that digital video music streams grew by just 7.5% in 2016 while audio on-demand services saw streams increase by 83%, rising from 137.29bn in 2015 to 250.73bn in 2016.
  The data confirmed a firm shif
  
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• A great creative department needs everyone in the team being willing to fight

  04-01-2017 16:13
  
  Much like boxing, creativity has a definite set of different styles and techniques – all each as important as the next and critical to achieving that creative excellence.
  Creativity is fundamentally at its core a fine equilibrium of emotion and attitude. Marrying the ability to be creative yet strategic, and having the right mindset to back these up is no easy feat, even for the most experienced and talented creatives out there.
  I like to imagine creativity in a boxing ring, as a relentles
  
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• Cab firm refuses to apologise as equality campaigners give 'sexist' ads the red light

  04-01-2017 16:10
  
  A Bristol taxi firm is resolute that it will offer "no apology" for a string of ads dubbed "antiquated" and "sexist" by equality campaigners. 
  South West transport firm City Fox has found itself in hot water after running a number of posters around the city designed to encourage revelers to book a taxi.
  One of the ads (below) featured an older full-figured middle-aged woman, while the other featured a man wearing a vest; both contained the slogan 'If I start to look sexy book a taxi.&n
  
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• Football Association's eSports FA Cup tournament to return to Wembley Stadium for a second year

  04-01-2017 15:45
  
  The Football Association (FA) has confirmed that its eSports tournament will return for a second year after announcing that the Emirates FA Cup gaming tournament ‘Every Gamer’s Adventure’, is returning for 2017.
  The one-day eSports tournament will see Fifa 17 players from across the world compete at Wembley Stadium on Saturday 6 May for the chance to win a VIP experience at The Emirates FA Cup Final three weeks later.
  The 64-player tournament replicates the format of the real E
  
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• Agencies win places on government's tactical campaigns roster

  04-01-2017 15:31 via campaignlive.co.uk
  
  Twenty-eight agencies are set to win a place on the government's new "communication services" roster for tactical campaigns, Campaign can reveal.
  
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• New celebrity spots tell people to 'relax, there’s TurboTax'

  04-01-2017 15:26
  
  Doing your taxes is never fun, but according to a new series of spots, TurboTax can make tackling your taxes a heck of a lot easier.
  The “Relax, There’s TurboTax” campaign kicked off over the new year and will ramp up during tax season and even be featured during the Super Bowl. The campaign demonstrates that with TurboTax by Intuit Inc., taxpayers are in charge, but never alone, as they prepare their taxes. The spots highlight a new feature, SmartLook, providing cust
  
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• Nickelodeon poaches Virginia Monaghan from MTV to lead creative, marketing and communications

  04-01-2017 15:17
  
  Nickelodeon UK & Ireland has appointed Virginia Monaghan, formerly head of the marketing, press and creative teams across both MTV and Comedy Central, to a similar role at the children’s network.
  Monaghan will report to Alison Bakunowich, who held the same role between 2013 and 2014 before stepping up to VP of editorial and now serves as general manager of Nickelodeon UK & Ireland. Bakunowich was the last person to hold the role.
  Monaghan will begin her new position on 9 Janua
  
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• Under the hood of The Grand Tour trio’s auto site DriveTribe and its ambitious expansion plans

  04-01-2017 15:14
  
  DriveTribe founder and CEO Ernesto Schmitt believes he has struck gold with a “blueprint for the next generation” of publishers with a format that can be replicated beyond motoring and into fashion, music, food and pets... if it works.
  Fronted by former Top Gear trio Jeremy Clarkson, James May and Richard Hammond, the community-focused media company launched a week after the Clarkson and co returned to screens courtesy of Amazon’s we
  
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• Viacom taps MTV exec to lead Nickelodeon's marketing team

  04-01-2017 14:41 via campaignlive.co.uk
  
  Viacom-owned children's channel Nickelodeon UK & Ireland has appointed company veteran Virginia Monaghan to lead its creative, marketing and communications team.
  
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• Maltesers marks World Braille Day with London billboard as it continues inclusive disability campaign

  04-01-2017 14:09
  
  Malteasers is continuing its efforts to champion inclusively and better represent disability in the media with a one-off braille billboard in London. 
  To mark World Braille Day, which is celebrated on the 4 January each year, the confectionery brand has put live a special build OOH dispay in Farringdon. The poster is made entirely of Braille; a tactile writing system used by people who are visually impaired, with the dots formed of model-made Maltesers.
  The move follows on from th
  
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• 'Set the example': Exceptional Women Out West featuring Leanne Smullen, SVP Marketing, SpotX

  04-01-2017 14:00
  
  Leanne Smullen likes to be where convergence happens. As the vice president of marketing and training for Denver-based SpotX, a leading video advertising platform that sits in the middle of the convergence of traditional TV and digital video, she is uniquely positioned where she wants to be with a company that has grown rapidly on an international stage.Smullen also strives to be the best in her other role as a part-time lieutenant colonel in the Colorado Army National Guard, where she helps civ
  
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• US political ad spend hit record high in 2016 but TV lost momentum thanks to Donald Trump

  04-01-2017 13:37
  
  Spending on political advertising in the US reached a record high of $9.8bn in 2016, with online media noting an explosion in what was the most digital presidential election to date. 
  Fresh research from Borrell & Associates indicates that since the last vote in 2012 overall political spend increased by 4.6%, with digital outlets taking a larger slice of the dollars and increasing their share from 1.7% to 14.4%. 
  Ads placed on social networks, along with programmatic pushes, receiv
  
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• Newspapers rally to protect press freedom by highlighting public disapproval for Max Mosley-backed regulator

  04-01-2017 13:24
  
  The newspaper industry, represented by the News Media Association (NMA), is rallying to protect the freedom of press by attempting to illustrate public dismay against a Max Mosley-backed press regulator, while opposing a law that could see newspapers that refuse to sign up to the regulator pay libel costs even if a court case is won.
  In a YouGov poll commissioned by the NMA, the majority of respondents opposed a press regulator funded by wealthy individuals and trusts, representing just 4% of th
  
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• Starbucks eyeing up McDonald's position as world’s most valuable restaurant chain

  04-01-2017 13:15
  
  Starbucks could be poised to overtake McDonald’s as the world’s most valuable restaurant chain in the coming years, according to a senior Wall Street analyst.
  Last month the coffee chain, which is already the second largest US restaurant chain by market capitalisation, announced ambitious growth plans to open almost 50% more stores by 2021, a goal which may make it the first restaurant chain in decades to take the Golden Arches’ crown.
  Starbucks has endured mixed fortunes as of
  
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• Taxi firm under fire over 'sexist' advertising campaign

  04-01-2017 13:12
  
  Campaigners claim image used by Bristol-based CityFox reinforces harmful gender stereotypesA taxi firm has been criticised over a “sexist” marketing campaign featuring an apparently overweight middle-aged woman and the slogan “If I start to look sexy book a taxi. Don’t make bad decisions because you’ve had one too many.”Outrage over Bristol taxi firm's 'sexist', 'fat and age-shaming' advert https://t.co/xzzCwYM3Bq Continue reading...
  
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• AnalogFolk plugs into BT Group as its digital content agency

  04-01-2017 13:01
  
  BT Group has brought aboard independent digital agency AnalogFolk to handle its digital content, following a competitive pitch process.
  From its London office, it will handle the telecom firm’s wider digital content strategy, including how it is utilised by the core BT brand through owned and paid channels, including website, social and CRM.
  The agency will come together with existing BT agencies AMV and Maxus to deliver the work.
  Zaid Al-Qassab, chief brand and officer, BT Group, said: "W
  
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• Senior marketers from BT and News UK among 17 chosen for fellowship

  04-01-2017 12:56
  
  Seventeen marketing leaders including BT’s Dan Ramsay and Chris Duncan from News UK have been chosen to take part in this year’s The Marketing Academy fellowship programme.
  The programme is designed to equip CMOs and marketing bosses with the skills needed to make the transition on to boards and into the CEO role. Now in its fourth year, this year’s list (below) includes execs based in six European countries, including the US and the Middle East for the first time.
  The Marketi
  
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• Make online security the responsibility of all your employees or watch your brand get hacked this year

  04-01-2017 12:40
  
  If you’re reading this and use Gmail or any number of cloud based services and don’t know about or have two-factor authentication turned on, then in 2017 you’re going to get hacked.
  I’m not trying to be alarmist, I’m stating the inevitable, and when you get hacked, all your own and your clients' secrets will go online for all to see. Don’t be that person in 2017.
  Previously we thought that online security was the responsibility of our IT department.
  As the rec
  
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• L’Oréal reveals ‘most personalised innovation yet’ with smart hairbrush launch

  04-01-2017 12:33
  
  L’Oréal’s Kérastase brand is focusing on data with its latest innovation, the world’s first smart hairbrush, which it says will allow the beauty brand to communicate directly with consumers and provide “much more personalised marketing”.
  The product unveiled today (4 January) at the Consumer Electronics Show (CES) in Las Vegas, uses algorithms to score the quality of the user’s hair and to monitor the effects of different hair care routines. It
  
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• AMF Media Group hires Geoff McGann as ECD and promotes Joe Lopez to CD

  04-01-2017 12:25
  
  Boutique Bay Area firm AMF Media Group, based in San Ramon, California, has hired former Wieden+Kennedy creative Geoff McGann as its new executive creative director.
  The agency also announced the promotion of Joe Lopez from associate creative director to creative director. Prior to joining AMF two years ago, Lopez served at agencies including BBDO, FCB and Doner. In his new role Lopez will oversee the agency’s creative operations from its headquarters in San Ramon, California.
  McGann began
  
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• AKQA's Wayne Deakin, BMB's Trevor Beattie, DigitasLBi's Helen Fuchs and more confirmed as first judges for Roses Creative Awards 2017

  04-01-2017 12:25
  
  BMB founding partner, Trevor Beattie; Helen Fuchs, executive creative director at DigitasLBi; AKQA executive creative director, Wayne Deakin and Mother creative director, Dayoung Yun are among the first judges confirmed for this year’s Roses Creative Awards.
  Now open for entry, the Roses Creative Awards are back for a sixth year, with the judging panel on the lookout to find the hidden gems of advertising, design and digital.
  Any agency big or small can enter this year’s aw
  
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• Maltesers unveils Braille billboard in next phase of disability campaign

  04-01-2017 12:09 via campaignlive.co.uk
  
  Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.
  
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• GoFundMe hires Change.org’s John Coventry to spearhead UK comms

  04-01-2017 12:09
  
  GoFundMe has hired John Coventry to lead its UK communications efforts as the company sets its sights on European expansion.
  John joins GoFundMe from campaign platform Change.org, where he helped launch the UK operation before leading the European and global communications teams, building one of the world’s largest social change brands.
  He will become the company’s first hire outside the US, with more expected to join across Europe this year.
  GoFundMe already has nearly 75,
  
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• Why creative variation can act as campaign viagra

  04-01-2017 12:02
  
  Thoughts of viagra have been entering our minds of late, and not because of any (wrongly) alleged aspersions of dysfunction. With our work in ReFUEL4, we are obsessed with thoughts of breathing life into campaigns that are about to wither.
  Anyone working in digital media knows of the time in any campaign lifecycle, after campaign takeoff, there is a big spurt of performance (stretching the viagra metaphor as far as decency allows), followed by a long tail of despair as the campaign runs its cour
  
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• Project Everyone, Pogba and Graham: a selection of the best creative work as part of The Drum's New Year Honours 2016

  04-01-2017 12:02
  
  Most shocking (for good)
  ‘Graham’ – Australia's Transport Accident Commission (TAC) and Clemenger BBDO Melbourne 
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  Doing something shocking seems to be the norm when it comes to accident prevention ads, however Australia’s Transport Accident Commission (TAC) decided to go one step further. With the help of Clemenger BBDO Melbourne, TAC has released a number of ads to distress the importance of safe driving. One of the most memorable from 2016 has to be the
  
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• Sotheby's Institute of Art: Sotheby's Institute of Art - Digital Marketing Manager – London

  04-01-2017 12:00
  
  Range: £38-45k + bens depending on the knowledge / skills /attributes of the preferred candidate. :Sotheby's Institute of Art:
  Sotheby’s Institute of Art is seeking a Digital Marketing Manager to develop, implement, track and optimize digital marketing campaigns.
  Bloomsbury, London (Greater)
  
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• Next plots £10m digital investment following lacklustre sales

  04-01-2017 11:45
  
  Next has said it will invest £10m in digital marketing as well as improving its online systems as it maps out a recovery plan following a poor festive trading season.
  Sales fell 0.4% in the fourth quarter to 24 December, a disappointment for the retailer which had hoped to see sales growth following a similarly poor performance last Christmas (see below for a graph of its full year sales). 
  With Brexit on the horizon, the falling pound and inflation squeezing its earnings, bosses
  
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• Aviva rails against bad drivers with the help of David Coulthard

  04-01-2017 11:43 via campaignlive.co.uk
  
  Aviva has recruited former Formula One driver David Coulthard to star as a rogue taxi driver in its new ad highlighting the benefit to its customers of safe driving.
  
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• Alibaba takes action over counterfeit Swarovski sellers

  04-01-2017 11:38
  
  Alibaba has announced that it has sued counterfeit Swarovski sellers on its Taobao platform, as it continues its charm offensive around fake goods.
  Late last year Alibaba was readmitted to the ‘notorious markets’ list issued by the US government, which aims to highlight online and offline markets responsible for large scale copyright infringement. 
  The Chinese retailer has since been on the defense as it believed the decision was unfair, due to recent increases to the investment
  
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