Marketing news

• US Creative Work of the Week: NerdWallet shows why “Nothing Beats Knowing” in first national campaign

  11-01-2017 23:49
  
  They say what you don’t know won’t hurt you, but NerdWallet’s first national TV spot casts some doubt on that old adage in a humorous spot created by San Francisco agency Blackbelt.
  The one-minute ad features people from all walks of life who’ve found themselves in some curious situations where they’re not so sure what to do - for example, the ad opens with a man who can’t seem to figure out how to divvy up his recyclables so they all go in the correct bins. L
  
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• Last year's Super Bowl advertisers tried hard to be funny, and failed, study says

  11-01-2017 22:31 via campaignlive.com
  
  Online shares of ads from Super Bowl 50 dropped 17 percent from 2015.
  
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• ‘Having conviction is very important, but there’s a catch’: - Momentum’s Omid Farhang on what it takes to be a great creative

  11-01-2017 22:08
  
  The Drum recently caught up with Momentum’s chief creative officer Omid Farhang to find out what he thinks it takes to be a great creative.
  Farhang thinks that creatives who do well in this business are often the ones who are able to maintain their confidence and stand by their convictions while staying humble and open to criticism at the same time.
  “To succeed in this business is to constantly be reconciling this contradiction between faith and belief in yourself and faith and belie
  
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• How Lenovo is taking its brand beyond tech innovation

  11-01-2017 21:29
  
  Engineers founded Lenovo. Essentially, it’s a legacy engineering company with a very forward face in the technology world. But that world is bringing the China-based company to the forefront of the consumer world as well and that transition is making it evolve its marketing in a fairly substantial way.
  David Roman, senior VP and CMO of Lenovo, leads the marketing at a company so well-known but without a flashy presence, which he admits is a challenge.
  “From a marketing standpoint, an
  
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• Robert Senior departs Saatchi & Saatchi as Magnus Djaba is appointed global president

  11-01-2017 19:56
  
  Magnus Djaba has been appointed by Publicis to take on the newly created global president role at Saatchi & Saatchi, while current global CEO, Robert Senior, will be departing to pursue personal plans.
  Djaba, the UK CEO of Saatchi & Saatchi Fallon, will take on the global president role and will lead the network alongside worldwide chief creative officer & chairwoman Kate Stanners and worldwide chief strategy officer David Hackworthy. 
  Senior will ensure a smooth trans
  
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• Robert Senior departs Saatchi & Saatchi as Magnus Djaba becomes its first global president

  11-01-2017 19:56
  
  Magnus Djaba has been appointed by Publicis to take on the newly created global president role at Saatchi & Saatchi, while current global chief executive, Robert Senior, will be departing to pursue personal plans.
  Djaba, the UK chief executive of Saatchi & Saatchi Fallon, will take on the global president role and will lead the network alongside worldwide chief creative officer & chairwoman Kate Stanners and worldwide chief strategy officer David Hackworthy. 
  Senior wi
  
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• Adam Driver will be the star of Snickers’ 'You’re Not You When You’re Hungry' Super Bowl ad this year

  11-01-2017 19:51
  
  Adam Driver, who rose to fame playing Lena Dunham’s on-again, off-again boyfriend in the HBO series Girls, will be the star of Snickers’ 'You’re Not You When You’re Hungry' Super Bowl commercial this year.
  The campaign, created by BBDO New York, has become a Super Bowl favorite since its 2010 launch starring Betty White. Last year, the candy brand’s spot featured Willem Dafoe dressed up as Marilyn Monroe.
  "Partnering with one of Hollywood's most popular actors is ju
  
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• Donald Trump trashes the media again, branding BuzzFeed a 'failing pile of garbage’ and CNN as ‘fake news’

  11-01-2017 19:46
  
  Donald Trump’s first press conference as president-elect went about as well as anyone could expect in the aftermath of Buzzfeed’s decision to publish an unsubstantiated memo claiming that the Russian government holds leverage over him.
  On Tuesday, Buzzfeed published a dossier compiled by a former British intelligence official. Within it were “potentially unverifiable allegations of contact between Trump aides and Russian operatives, and graphic claims of sexual acts documented
  
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• Joan hires Dominique Ward and Megan Dwyer as agency continues to grow

  11-01-2017 18:52
  
  Joan Creative has hired Dominique Ward as director of business operations and Megan Dwyer as strategy lead.
  Both women will be based out of the firm’s New York City headquarters and will report to co-founders Jaime Robinson and Lisa Clunie. 
  With a name inspired by all the Joans in history who have challenged and changed the landscape around them, the agency’s approach is based on "irregular thinking" that delivers exceptional results for brands.
  In her role as director of busin
  
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• Content creators take heed of 'exciting 5G capabilities' at CES

  11-01-2017 18:32
  
  Pokémon Go might have inspired a new form of content creation but 5G capabilities will be the real 'game changer' for content creators, according to panelists at the Consumer Electronics Show (CES) last week. 
  The potential that the next generation of mobile connectivity holds was on the minds of the top creatives from film, gaming and TV who had gathered at the Aria hotel in Las Vegas to discuss upcoming technologies for content creators in the industry.
  For
  
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• Sky's Alison Dolan named News UK chief strategy officer

  11-01-2017 18:18 via campaignlive.co.uk
  
  Alison Dolan, the deputy managing director for Sky Business, has become News UK's chief strategy officer.
  
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• Ad of the Day: An all-singing-extravaganza-ode to getting HomeAway from it all

  11-01-2017 18:13
  Actor and comedian Nick Offerman is urging people to ‘Get HomeAway from it all’ in the latest commercial from the holiday rental company.
  Created by Saatchi & Saatchi London, the follow-up to 2016’s ‘It’s your vacation, why share it?’ shows the many reasons why a HomeAway holiday outranks staying at a hotel or paying to stay with a complete stranger.
  “The weight of all that is happening in the world, from politics to our daily routines, has everyone
  
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• Ad industry rejects ‘joyless’ complaints on Coca-Cola’s Christmas campaign

  11-01-2017 18:01
  
  Advertising body ISBA has criticised claims by health professionals that Coca-Cola’s Christmas truck tour should be banned for promoting unhealthy living to children.
  As part of its 2016 Christmas campaign, the fizzy drinks brand sent its infamous red truck across 44 locations in the UK to hand out free bottles of Coca-Cola.
  In an open letter, five public health directors and members of the Faculty of Public Health said they were “disappointed and concerned” that the bran
  
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• An outdated rule? Why watch ads almost always use the same time

  11-01-2017 17:23
  
  Do you have a magazine to hand? Well flick through it, stop at the watch ads and check the time displayed. With few exceptions the time shown will be a couple of minutes either side of 10 past 10. This tradition, and its occasional misapplication, has lessons for brands beyond the watch category.
  There are sensible reasons for this approach. It means the hands are pleasingly symmetrical and features, like secondary dials or the logo, aren’t normally obscured.
  But symmetry and clarity can b
  
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• One fifth of ad sector has lost business due to Brexit vote

  11-01-2017 17:06 via campaignlive.co.uk
  
  Over one in five companies in the UK advertising industry have already lost business or contracts as a result of the UK's vote to leave the EU.
  
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• The story behind the Facebook-censored 'Check it before it's removed' campaign featured on the cover of The Drum

  11-01-2017 16:47
  
  This week, The Drum magazine carries this cover from Pink Ribbon Germany's 'Check it before it's removed' campaign. Predictably, the taboo-challenging campaign for breast cancer awareness was censored by Facebook, but we made it our cover after it was selected as one of the best pieces of creative work from 2016 in this issue. Here, Myles Lord of DDB Berlin, the agency behind the ad, shares the inside story of a campaign too important to be suppressed. 
  The crazy thing about this idea
  
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• Tesco uses Unilever connections to appoint new marketing chief

  11-01-2017 16:45
  
  Tesco’s CEO Dave Lewis won’t have to continue as acting marketing chief for much longer with Unilever’s VP of food in North America Alessandra Bellini set to join as its new chief customer officer on 1 March.
  Bellini, who has been at Unilever for 20 years in a series of international roles, will be Tesco’s fourth marketing boss in just over three years. Her appointment follows the surprise departure of Robin Terrell last August.
  Lewis, himself an ex-Unilever marketer, sa
  
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• My favorite Super Bowl ad: RPA's Joe Baratelli

  11-01-2017 16:43
  
  Ahead of Super Bowl 51, The Drum has asked some of the industry’s most influential people to reflect on their favorite Super Bowl ad of all time and discuss why it stands out to them.
  We’ve also asked them to give their thoughts on whether or not social media has helped or hurt the effectiveness of the coveted Super Bowl spot. Over the past few years, many brands have chosen to leverage the power of social media by releasing their Super Bowl spots online days before the game in hopes
  
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• 71 ways that online marketing will NOT change in 2017

  11-01-2017 16:42
  
  Throughout this month, countless marketers will write clickbait articles listing all of the ways that marketing is destined to change this year. Most of those pieces will be unoriginal, redundant and uninteresting.
  And now for something completely different: what ignorant practices, intentional deceptions and grandiose delusions will continue to occur in the digital marketing world in 2017?
  1. A digital marketer with no education in marketing will unknowingly take a traditional marketing practic
  
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• Phew! We made it – The Drum’s first issue of 2017 celebrates the passing of a year like no other

  11-01-2017 16:36
  
  Celebrity deaths, Zika, drowning refugees, Aleppo, more celebrity deaths, Facebook censoring attempts to raise awareness of breast cancer… It’s no surprise so many of us were glad to see the back of 2016. It was like a bad dream we couldn’t wake up from.
  We had the Brexit fallout, shaky political leadership and uncertainty over the role Britain would play on the world stage, which led to instability across the spectrum and the pound taking a pounding. And then of course there
  
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• Tesco appoints Alessandra Bellini as new chief customer officer

  11-01-2017 16:29 via campaignlive.co.uk
  
  Tesco has hired long-standing Unilever executive Alessandra Bellini as chief customer officer, filling the role left vacant by Robin Terrell.
  
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• Tesco hires Unilever exec Bellini as top marketer 6 months after Robin Terrell’s surprise departure

  11-01-2017 16:26
  
  Former Unilever executive Alessandra Bellini has joined Tesco as chief customer officer, filling the top marketer role left vacant by Robin Terrell following his resignation last year.
  Bellini has worked at FMCG-giant Unilever for over 20 years, most recently as the vice president for the food category in North America and food general manager for the USA.
  “I’m delighted that Alessandra is joining the team at Tesco,” said chief executive Dave Lewis, who himself spent over 20 ye
  
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• Millennials check YouTube at least once a day, with 29% watching ads all the way through

  11-01-2017 16:15
  
  Despite the advent of Facebook Live and emerging video platforms, YouTube remains the leading digital video platform and has maintained its strong appeal to US millennials—a group that adopted the digital video streaming platform early on.
  According to eMarketer.com, 54% of 18 to 34 year-olds visit YouTube at least once per day, making it the third-most popular social media platform for daily usage among this age group.
  While it is anticipated that YouTube's net US video ad revenues will r
  
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• Watch: Glamour pop-up launches #ThePositivityProject alongside new super-sized issue

  11-01-2017 16:12 via campaignlive.co.uk
  
  The Soho pop-up shop is promoting #ThePositivityProject, an initiative by Glamour aimed at ditching negativity and replacing it with 30 simple positive acts to bring back the joy every day.
  
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• Why small agencies should stay small

  11-01-2017 16:00
  
  In the 1980s, legendary alt-rock group the Minutemen coined the term “jamming econo,” which meant living within your means to maintain your freedom. In that specific context, the group was spurning the idea of a climbing the ladder of corporate rock to play arenas and receive multi-million promotional budgets.
  The notion of jamming econo isn’t confined to the music world. Anchor Steam, a San Francisco-based brewer, faced a conundrum in the early 1990s when demand outpaced suppl
  
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• Zone notches up sixth acquisition as it buys digital consultancy Head

  11-01-2017 15:53 via campaignlive.co.uk
  
  Zone has acquired digital consultancy Head as it seeks to bolster its strategy, UX and technology capabilities.
  
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• Nearly a decade of Chipotle marketing is at the centre of a likeness theft lawsuit

  11-01-2017 15:36
  
  Chipotle is on the receiving end of a lawsuit that could cost it $2.2bn – all for the alleged unauthorized use of the litigant, Leah Caldwell’s likeness on marketing materials over a period of almost ten years.
  A lawsuit filed to a California District Court states that a doctored image of Caldwell, taken in 2006, came to her attention in 2014 when she found the picture on the walls of several California outlets. The image was reportedly heavily doctored, to give the impression the ou
  
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• Shoemaker New Balance takes a leap with the launch of the data-enhanced fitness watch

  11-01-2017 15:20
  
  With athletes relying more on data to improve performance, the Boston-based shoemaker New Balance is taking a leap with its upcoming introduction of a smart watch called RunIQ, which it introduced last week at the Consumer Electronics Show (CES) in Las Vegas last week, the Boston Globe reports.Powered by Intel with software from Alphabet Inc, parent company of Google, New Balance executive vice president Chris Ladd said the RunIQ, which goes on sale in February, is just the first in an upcoming
  
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• Bauer Academy receives £1.8m funding to help hundreds into creative industries

  11-01-2017 15:12 via campaignlive.co.uk
  
  Bauer Media's training initiative has won a £1.8m government grant for a 'Making Creativity Work' project helping hundreds of people land work in the creative industries.
  
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• YouTube rouses creatives to produce music videos for Elton John’s pre-MTV hits

  11-01-2017 15:03
  
  Once upon a time, believe it or not, songs were released without music videos... it was only after the advent of Music Television (MTV) in 1981 that artists had to adapt to the visual medium following the launch of the aptly-named Buggles' hit ‘Video Killed the Radio Star’.
  Fast forward to 2017 and YouTube is now looking to tackle the problem that many pre-MTV classics have no official visual companion. It has launched a competition called ‘The Cut’ commissioning cre
  
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• US Creative Works: Featuring Publicis New York, KBS, Heat & more

  11-01-2017 15:00
  
  Welcome to The Drum's US Creative Works.
  As always, this section is dedicated to showing the best creative work in North & South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.'
  To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Wednesday, January 18.
  KBS: Red Robin '#LoseTheBun'Agency: KBS
  Client: Red Rob
  
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• Instagram introduces ads and live videos to its ‘Stories’ feature

  11-01-2017 15:00
  
  This story was edited on 17 January to reflect the announcement Instagram will also introduce live video broadcasting to its ‘Stories’ function.
  Instagram is introducing advertising and live broadcasting to its ‘Stories’ function for the first time.
  The ‘Stories’ function includes videos and photos users can upload to Instagram, which summarise the stories behind their day and appear at the top of a user’s feed. And Instagram is now testing advertising
  
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• Instagram credits competitors for Stories feature as it introduces ads

  11-01-2017 15:00
  
  Instagram is introducing advertising to its ‘Stories’ function for the first time as it looks to monetise an increasingly popular aspect of its site.
  Stories are videos users can upload to the site that appear at the top of a user’s feed. Brands are currently able to use the feature but cannot pay to appear, meaning users have to be following the brand to see content.
  However, Instagram is now testing advertising with brands including Asos, L’Oréal and Adidas. The
  
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• Asos, Nike and Airbnb first to use Instagram Stories’ new ad formats

  11-01-2017 14:55
  
  Instagram has revealed the first ad formats for its fledgling Stories section of the app and has already courted Asos, Nike and Airbnb as the first of 30 advertisers to get on board.
  Launched last August, Instagram Stories is not unlike Snapchat Stories in the sense that it allows users to share a chronological slideshow of videos and pictures with their friends on the platform which disappear after 24 hours.
  The ad formats set to be introduced are identical to the way users can create a Story &
  
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• Mobile ascent: smallest screen is the key for video

  11-01-2017 14:41
  
  Just a few years ago, received wisdom predicted that watching video on mobile phones would never really take off. Beyond kids watching the odd YouTube clip, who’d want to watch ‘serious’ content on such a small screen? But what a difference a few years makes. The mobile phone is ascending rapidly and will soon become the most important video viewing screen for entertainment beyond the TV set; by some measures trumping tablets, laptops, PCs, Smart TVs and other video-capable con
  
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• New online ad laws ‘put future of the web in danger’

  11-01-2017 14:06
  
  Online advertisers face stricter rules on how they track people across the web and target advertising as the EU looks to reinforce online privacy.
  The EU’s ePrivacy proposals would require all web browsers to ask users if they want to opt-in to tracking. Currently browsers are automatically set to allow tracking with users having to opt out.
  There will also be “simpler rules” on cookies, so internet users do not have to click on a banner every time they visit a website as is c
  
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• Walmart primed to cut a thousand corporate jobs by end of fiscal year

  11-01-2017 14:02
  
  One of the world’s largest retailers is planning to cut nearly 1,000 corporate jobs by the end of the fiscal year. Walmart is cutting those jobs on or before the end of January, as was first reported by the Wall Street Journal.
   
  The retailer, based in Bentonville, Arkansas, plans to eliminate positions at its headquarters along with regional personnel that support the stores. Sources told the Journal that many of the layoffs will be in its human resources department.
   
  A st
  
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• Viacom promotes David Lynn to CEO of international arm

  11-01-2017 13:59 via campaignlive.co.uk
  
  Viacom has promoted its UK and European chief David Lynn to president and chief executive of its international division, Viacom International Media Networks.
  
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• Tony Hall promises BBC iPlayer revolution by 2020, hints at embracing Netflix-style releases, AI and voice recognition

  11-01-2017 13:56
  
  BBC director general Tony Hall has outlined an ambitious scheme to secure the BBC iPlayer as one of the leading online TV services by 2020.
  Soon after the corporation appointed a new chair of the BBC board in Sir David Clementi, Hall promised to staff that he wanted the organisation to "reinvent public broadcasting for a new generation".
  At the centre of this was updates to the BBC iPlayer that would see it “make the leap from a catch-up service to a must-visit destination in its own right
  
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• Beattie CEO says sexism storm around Kevin Roberts 'irrelevant' to his new role

  11-01-2017 13:43 via campaignlive.com
  
  "We're a meritocratic business, and so what matters is if you're good enough to do the job," says CEO.
  
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• Roger Federer tops most marketable athletes list as Rory McIlroy claims sixth spot

  11-01-2017 13:38 via campaignlive.co.uk
  
  Rory McIlroy, Andy Murray and Gareth Bale were the only British sports stars to make it onto the list of the world's 30 most marketable athletes.
  
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• Saatchi & Saatchi and Blue 449 top 2016 new-business tables

  11-01-2017 13:32 via campaignlive.co.uk
  
  Saatchi & Saatchi and Blue 449's capture of the £83m Asda account in April 2016 ensured both Publicis Groupe shops ended the year at the top of their respective new-business tables.
  
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• Ex-MullenLowe boss Jamie Elliott named CEO of The Gate

  11-01-2017 13:24 via campaignlive.co.uk
  
  Jamie Elliott, former chief executive of MullenLowe London, has taken the same role at The Gate London.
  
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• Smart brands know CES is where consumer comes first

  11-01-2017 13:19 via campaignlive.co.uk
  
  Brands should be wary of investing heavily in tech gimmicks, industry figures warned after electronics show CES in Las Vegas once again showcased a wealth of sci-fi-tinged devices.
  
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• Trinity Mirror appoints new chief revenue officer as James Wildman departs to head up Hearst Magazines UK

  11-01-2017 13:13
  
  Trinity Mirror has named its sales director Andy Atkinson as its new chief revenue officer, following the departure of James Wildman.
  Wildman has taken up the role of president and chief executive of Hearst Magazines UK.Andy Atkinson takes up the role of chief revenue officer at Trinity Mirror
   
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  Atkinson, formerly sales director of Trinity Mirror Solutions, will take up the role from Monday (16 January), succeeding Wildman who is departing the publisher on Friday (
  
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• Reza Ghaem-Maghami returns to Proximity

  11-01-2017 13:11 via campaignlive.co.uk
  
  Proximity has brought back former worldwide digital chief Reza Ghaem-Maghami as its first global chief strategy officer.
  
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• Nils Leonard to chair first Brand Film Festival London

  11-01-2017 13:07 via campaignlive.co.uk
  
  Nils Leonard, the former chairman and chief creative officer of Grey London, is to chair the judging panel for the inaugural Brand Film Festival London.
  
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• TV market could see 2% drop in revenues in 2017

  11-01-2017 13:02 via campaignlive.co.uk
  
  The TV ad market is facing a 3% decline in January because of continued anxiety over Brexit, fuelling fears that revenues will fall this year for the first time since 2009.
  
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• No more data silos: how the ‘Open Garden’ helps marketers connect with real people

  11-01-2017 13:00
  
  Harnessing the power of data is the holy grail for most marketers. But companies are still finding it challenging to achieve the Single Customer View (SCV). In a survey by Experian, over 1,000 marketers worldwide cited poor data quality, siloed departments, and the inability to link different technologies as some of the major challenges in creating a SCV.
  In the fourth episode of Everything You Need to Know (EYNTK) about data and customer experience, Jed Mole, European marketing director at Acxi
  
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• Virgin Atlantic and Virgin Holidays call CRM review

  11-01-2017 12:54 via campaignlive.co.uk
  
  Virgin Atlantic and sister brand Virgin Holidays are launching their first joint CRM review.
  
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