Marketing news

• ‘Great ideas don’t go anywhere unless you can sell them’: Campfire’s Mike Monello on what it takes to be a great creative

  26-01-2017 23:00
  
  The Drum recently caught up with Campfire’s founder and chief creative officer Mike Monello to find out what the thinks it takes to be a great creative.
  Monello, who was one of the producers of the wildly popular 1999 movie “The Blair Witch Project,” thinks that great creatives possess three key attributes: boundless curiosity, the ability to sell, and an investment in how their work is perceived once it is released into the world. 
  For Monello, being a great creative mean
  
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• Omnicom dominates new-business wins in 2016, adding 6.5% in revenue

  26-01-2017 22:47
  
  BBDO ended the year in first place globally, and tied with sister agency DDB for the top spot in the US, according to R3.
  
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• Coen Brothers direct a love letter to 'Easy Rider' for Mercedes-Benz Super Bowl spot

  26-01-2017 21:15
  
  Merkley + Partners bring the brand back to the Big Game for the first time since 2015.
  
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• SECC becomes SEC as Glasgow venue rebrands

  26-01-2017 21:07
  
  The Scottish Exhibition and Conference Centre (SECC), Glasgow's world famous sector for venues that has hosted the likes of Beyoncé, Take That, Adele and countless other music legends over the decades, is set to rebrand as the Scottish Event Campus (SEC). 
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  The new branding, by design agency Freytag Anderson, has been created to incorporate the three major venues housed on the site, including the Armadillo and the SSE Hydro, in order to draw them all together under one
  
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• Watch Maurice Lévy announce Arthur Sadoun as his successor

  26-01-2017 20:17
  
  He has a "strong vision for the future" and "I place my every confidence in him," says Lévy.
  
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• New Gen Z study explains “Pivotal” generation for marketers and brands

  26-01-2017 20:10
  
  The research has been done on millennials. Marketers think they know enough about the coveted generation, but what do they know about those getting ready to take over after the millennial wave washes away?
   
  Generation Z is not Gen Y, and a new study from Kansas City-based advertising agency Barkley and its company FutureCast looked at the behavior of teens under the age of 18 and found that Gen Z, which is driving $44bn of discretionary spending each year, combines the social values of the
  
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• Arthur Sadoun will replace Maurice Levy as CEO of Publicis Groupe

  26-01-2017 19:52
  
  Publicis Groupe has announced that Arthur Sadoun, head of Publicis Communications, will replace Maurice Levy as chairman and chief executive of Publicis Groupe on 1 June.
  Levy, who has served as CEO of Paris-based holding company for 30 years, will now take on the role of chairman of the supervisory board.
  Sadoun’s appointment marks the end of an era for Publicis Groupe. Under Levy’s leadership, Publicis Groupe – whose agencies include Saatchi & Saatchi, BBH, Fallon, Starco
  
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• Arthur Sadoun succeeds Maurice Lévy as Publicis Groupe Chairman and CEO

  26-01-2017 19:44
  
  Lévy will step aside to become chairman of the supervisory board as of June 2017
  
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• Hidden Valley Ranch wants consumers to branch out and ‘Ranch Out’

  26-01-2017 19:24
  
  Hidden Valley Ranch is out with what it calls a new brand positioning, Ranch Out, that celebrates the product’s repertoire beyond salads.
  New TV spots will begin airing January 29.
  Calling it the most significant change to the brand’s marketing platform in 10 years, a rep said it comes at a time when ranch usage is expanding – and Ranch Out seeks to inspire additional consumers to get inventive with the dressing.
  According to the brand, Hidden Valley’s founders invented r
  
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• Twitter replaces its Moments tab with Explore feature to bring trends, search and live video together

  26-01-2017 19:22
  
  Twitter has replaced its Moments tab with a wider Explore feature in order to make it easier for users to discover new content within its walls. 
  The new service brings together trends, newsworthy moments, search and live video in one place, meaning tweeters can find content that reflects ongoing commentary quickly. 
  Twitter Moments is curated by a team of journalists and was first launched in 2015 to present stories in a way that made it easy for anyone unfamiliar with the platfo
  
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• Digital marketing spend to hit $118bn by 2021, but budgets will shift to experiences

  26-01-2017 18:57
  
  Technology and market research company Forrester forecasts digital media spending will increase to $118bn by 2021, but it projects this spending will slow overall as marketers emphasize brand experiences over volume-based advertising strategies and budgets are reallocated to reflect this trend.
  That’s according to Forrester’s latest US Digital Marketing Forecast.
  “We are seeing a shift away from quantity, toward quality. Within the next five years, we anticipate investment
  
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• What today’s media pros could teach Willy Wonka: A media analysis of Charlie and the Chocolate Factory

  26-01-2017 18:47
  
  You've probably read "Charlie and the Chocolate Factory," but you may have not read it from an advertising or media perspective. I have, and as a media professional, I have some unfortunate news to report: Willy Wonka made some huge mistakes.
  Too often, advertisers misinterpret the data at hand, either targeting the wrong consumers, or conversely, targeting the right consumers in the wrong way. Willy Wonka’s Golden Ticket Campaign (or GTC) is, unfortunately, no exception. In this
  
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• Purchase pressure: The mobile tactics that turn consumers off

  26-01-2017 18:35
  
  Every day, consumers are met with marketing tactics that aim to speed up the buying process, from money-off incentives to limited time offers.
  Savvier consumers are aware of these not-so-subtle ways to lure them into stores and to buy online but some brands are using more questionable tactics to entice people to buy on less familiar retail channels such as mobile.
  Analysis by user experience design agency Sigma shows that some retailers are using techniques to enco
  
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• Dissecting the New York Times' 2020 report: 13 lessons from a premium content business

  26-01-2017 18:31
  
  A report from the New York Times tells the story of a business squaring up to rapid change. There are lessons for anyone working in marketing, media or public relations.
  A team of seven journalists is leading the transformation of the New York Times. It’s responsible for transforming the media operation from print to digital.
  The so-called 2020 group has just published a three-year plan headlined Journalism That Stands Apart. Its goal is to build a digital business that is large enoug
  
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• Snapchat launches annual filters for UK brands

  26-01-2017 18:25
  
  Snapchat, the photo sharing app, is allowing brands in the UK to make use of its filters for a year.
  
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• Richard Robinson: It’s time for marketers to start a bonfire of the legacies

  26-01-2017 18:12
  
  “Things done changed on this side. Remember they used to thump but now they blast, right.” A seminal line from Dr Dre, which, if you ignore the gun violence connotations, pretty much sums up the challenge we face as marketers in 2017.
  Everything has changed. The distant thump of the past decade, as the customer moved from analogue thinking to digital normality, now blasts loud and clear for all to hear. Blame it on tech disruption, millennials on the verge of workplace domination, th
  
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• Square Enix Thor-ges Marvel partnership, securing multi-game rights to the Avengers

  26-01-2017 18:05
  
  Games publisher Square Enix has secured a lucrative partnership with Marvel that gives it access to the highly-sought after Avengers property.
  The project is to be led by Crystal Dynamics, developers of the Tomb Raider series (let's not forget Rise of the Tomb Raider's award winning Survival Billboard while we are here), who will work in collaboration with Deus Ex studio Eidos-Montréal.
  Marvel said in a statement: “The Avengers project is being designed for gamers worldwide and will
  
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• Personalization is political – lessons from the women’s march

  26-01-2017 18:03
  
  Just as the Women’s March was a personal call to political action, brands have also been increasingly at the forefront of personalization and politics. As the world has become more politically divided, so inherently have the brands we gravitate towards as consumers. By this I mean, as the brand continues to drive individual and targeted campaigns at consumers – aka personalization, the brand becomes political.
  From the now infamous Target/Pregnancy scandal to the Thinx underwear camp
  
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• McDonald's unveils limited Big Mac Special Sauce giveaway on Facebook, Twitter and Instagram

  26-01-2017 17:57
  
  McDonald's is literally giving away its secret sauce, with the food giant poised to hand out 10,000 bottles of its world-famous Big Mac Special Sauce for the first time ever.
  Limited free bottles of the savory condiment will be available in dozens of locations across the US. Customers can find out where there closest bottles are by downloading a special iMessage app called 'Big Mac Special Sauce Finder' which highlights the closest store where bottles are available. 
  Upon arr
  
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• Front office data, content explosion and ‘not the year of mobile’: what 2017 has in store for marketers

  26-01-2017 17:29
  
  The Drum celebrated the wealth of content from its Predictions supplement last week with a breakfast discussion on what marketers need to know about in 2017.
  We sat down in Inition’s Demo Studio with the event’s speakers and asked them: "What is your big marketing prediction for this year?"
  Watch the video above to future-gaze with the likes of Pulsepoint, The Trade Desk and Adbrain, and click here to read more about the industry’s predictions for 2017.
  You can keep up with all
  
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• Customer service in the UK is broken – but it is fixable

  26-01-2017 17:15
  
  As we look ahead and make our priorities for the year, brands would do well to reassess how they view customer service. 
  Too often it is an afterthought, or a bolt-on to the business, with not enough consideration given to the caller or the call-handler, both of whom are the victims of an outdated system.
  Doing away with call centres altogether, and instead giving members (we never regard them as just customers) the chance to troubleshoot for each other on our forums, has resulted in an ave
  
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• Publicis London hires Polina Zabrodskaya as creative director

  26-01-2017 17:10
  
  Publicis London has bolstered its creative department with the appointment of Polina Zabrodskaya as creative director.
  Zabrodskaya, who joins from Publicis Italy where she was associate creative director, will be responsible for helping to drive the agency's agenda for innovation and develop integrated campaigns across Publicis’ clients.
  She began her career at BBDO Russia where she spent six years as a senior copywriter and was the creator of Heineken’s award-winning campaign,
  
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• This is Co-op '17: Shane Meadows directs film for supermarket

  26-01-2017 17:08
  
  Shane Meadows, the director behind cult film and TV series This is England, has directed a film for the Co-op as part of the supermarket brand's drive to recruit a million new members.
  
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• Heinz forgoes pricey Super Bowl ad to give employees a day off as it looks to make 'Smunday' a national holiday

  26-01-2017 17:06
  
  Heinz Ketchup will not be stumping up millions for a Super Bowl ad slot this year, instead giving its employees the day after the Big Game off and encouraging others to do the same. 
  The condiment company is going to give salaried employees Super Bowl Monday off as a holiday instead of paying out for one of the coveted 30-second ads. To coincide with the move, Heinz has produced an online spot, which won’t run on TV, featuring talking ketchup and mustard bottles (above). 
  The foo
  
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• How Diageo is making purpose branding work for it financially and morally

  26-01-2017 16:57
  
  A haul of industry awards have vindicated Diageo's move to inject social purpose into its brands, chief marketing officer Syl Saller told industry bosses today.
  
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• Microsoft unveils high octane command centre to publicise Halo Wars 2

  26-01-2017 16:43
  
  Influencers have been thrown into the deep end as commanders of UNSC space marines in a campaign promoting the return of Microsoft and 343 Industries’ Halo Wars series.
  The real-time strategy game, which will launch on Xbox One and Windows 10 PC, sees players command hosts of soldiers in an extensive battlefield, a divergence from the Halo franchises’ first person shooter roots.
  The campaign from Edelman’s Assembly team put influencers through an intense command centre experien
  
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• A sultry Mr. Clean makes housework sexy in brand’s first-ever Super Bowl spot

  26-01-2017 16:29
  
  Who needs a hunky celeb when you’ve got Mr. Clean? For its first-ever Super Bowl appearance, the P&G cleaning brand has opted to make its bald, buff mascot the star of a spot that features him getting down and dirty with some housework.
  The 30-second spot, created by Leo Burnett Toronto, is slated to air during the third quarter of the game. In the ad, a woman becomes hot and bothered while watching an animated Mr. Clean gyrate his way through her house as he mops the floor, wipes off
  
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• Discovery in 'long-term decline', claims Sky in price row

  26-01-2017 16:19
  
  Sky has hit out at Discovery being in "long-term" decline after the owner of Eurosport threatened to remove its channels from the pay-TV broadcaster in a pay dispute.
  
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• Discovery and Sky clash over viewing numbers in price row

  26-01-2017 16:19
  
  Sky has hit out at Discovery being in "long-term" decline after the owner of Eurosport threatened to remove its channels from the pay-TV broadcaster in a pay dispute.
  
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• Santander’s Keith Moor: Now is the time to talk about our brand purpose

  26-01-2017 16:05
  
  We have had a purpose-led strategy as a business for a number of years now, from back in 2013. We chose at that time to talk more about how we bring our propositions to market and about being simple, personal and fair, as that resonated with the market at the time. We always knew we wanted to talk about our purpose, but we wanted to be in a position where we could substantiate it and talk about it in a more eloquent way.
  Our communications strategy is intrinsically linked to the business strate
  
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• Diageo: We have the power to normalise gender equality

  26-01-2017 15:59
  
  Diageo is aiming to use its position as one of the biggest alcohol companies in the world to facilitate change and normalise gender equality.
  Speaking at the Advertising Association’s Lead conference today (26 January), the company’s chief marketing and innovation officer Syl Saller said she hopes Diageo’s brands, which include Guinness, Smirnoff and Johnnie Walker, can “act as a catalyst for social change” over the coming years.
  Addressing a political backdrop tha
  
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• Hat appoints Richard Powell as director

  26-01-2017 15:49
  
  The History of Advertising Trust has appointed a former top fund-raiser from the charitable sector as its new director to spearhead efforts to exploit the commercial potential of its huge archive.
  
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• Verizon eyeing deal with cable firm Charter Communications

  26-01-2017 15:47
  
  Verizon Communications is in merger talks with cable company Charter Communications in a move that could see the telecoms giant looks further consolidate its empire, which already includes AOL and Yahoo, according to reports.
  Verizon chief executive Lowell McAdam has made a “preliminary approach” to officials close to Charter, which has a market value of more than $80bn, the Wall Street Journal reports.
  The telecoms firm is working with advisers to study a potential transaction, it s
  
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• Ad of the Day: Great Ormond Street Hospital strives for 'ordinary' with latest brand campaign

  26-01-2017 15:42
  
  Great Ormond Street Hospital (GOSH) draws attention to all the things we take for granted in ‘Ordinary World’ with its latest campaign from AMV BBDO.
  Based on the insight that no child wants to be in hospital and missing out, the 60-second launch film presents ‘Ordinary World’ like a theme park filled with mundane day-to-day family activities – a trip to the supermarket, a ride on the bus, a trip to the local park – reframed as wonderous, exhilarating experien
  
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• Colle+McVoy’s Christine Fruechte on Mary Tyler Moore’s influence

  26-01-2017 15:19
  
  The passing of legendary actress Mary Tyler Moore prompted an outpouring of affection from fans worldwide. She is remembered as someone who helped break down the barriers of gender in the workplace on her hit television show, The Mary Tyler Moore Show, as Mary Richards, television news producer at WJM in Minneapolis. She empowered many women at a time when thoughts of gender equality were just taking shape.
   
  With her husband, Grant Tinker, Moore started MTM Enterprises, which produced not
  
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• Rooster Punk offers startups a branding break for National Storytelling Week

  26-01-2017 15:11
  
  As part of National Storytelling Week, storytelling agency Rooster Punk has launched an initiative offering £25,000 worth of branding services to a startup or early stage company.
  The opportunity is aimed at companies that are trying to make a purposeful and meaningful difference in categories as diverse as fashion, retail, technology, healthcare, and financial services – specifically companies who value the notion of trying to be more human in the way they go about their business an
  
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• Birds Eye UK opts for 20-year veteran as new marketing director

  26-01-2017 14:53
  
  Birds Eye veteran Steve Challouma has been named the new marketing director of the frozen fish brand.
  
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• Do you have ‘skills’? How will brands leverage smart speakers in the home?

  26-01-2017 14:46
  
  With the recent launch of Amazon Echo to join Apple’s Siri, Microsoft's Cordova and Google Home on the smart speaker market, we are, I believe, at the beginning of a revolution in voice-activated home devices.
  Voice-activated personal assistants are not a new idea and are now a standard feature on most contemporary smartphones. However, while observing my non-techie wife and my kids interact with the Amazon Echo that now lives in my kitchen, I realised that people interact with this kind o
  
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• KitKat to give away personalised packs featuring photos of consumers

  26-01-2017 14:35
  
  KitKat is following in the footsteps of food brands such as Marmite and Nutella with a campaign that will give away more than 55,000 personalised four-finger bars.
  
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• Birds Eye appoints new marketing director as Steve Chantry jumps to Kraft Heinz

  26-01-2017 14:12
  
  Birds Eye has promoted its category general manager, Steve Challouma, to marketing director after current marketing director Steve Chantry stepped down from the role to move to Kraft Heinz UK & Ireland. 
  Effective from 1 March, Challouma moves into the position following 20 years working in the Birds Eye business. Most recently he held the position of category general manager across the Nomad Group fish portfolio, a role he took on following a number of years working across ce
  
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• Just 12% of marketers come from a non-white background says IPA as BAME agency figures slump

  26-01-2017 14:00
  
  The marketing industry may have taken strides to improve ethnic diversity in 2016, but the number of people from black, Asian and minority ethnic (BAME) backgrounds in advertising roles has slumped - showing there is still a long way to go. 
  According to the Institute Practitioners in Advertising's (IPA) 2016 Diversity Study, just 12% of those working in the industry are from BAME backgrounds, showing a slowdown in numbers on 2015 data. 
  This year for the report the IPA and C
  
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• Is T2: Trainspotting's marketing a nostalgia trip too far?

  26-01-2017 14:00
  
  The Drum gets under the skin of one of the most iconic movie posters of all time, talking to Trainspotting photographer Lorenzo Agius and designer Mark Blamire, and asking whether the sequel can ever live up to the original...
  Choose nostalgia. Choose more of the same. Choose black and white photography, a splash of orange and sans serif fonts. Choose watching history repeat itself... but choose a different photographer and a different design team.
  Two decades after Danny Boyle&rs
  
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• 'Zealots will never be appeased' adland warned at Lead 2017

  26-01-2017 13:56
  
  Adland has been warned "not to appease zealots because they will never be appeased," at today's Lead conference.
  
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• After Brexit, the ad industry’s London centricity is no longer comical but ‘really serious’

  26-01-2017 13:50
  
  The industry proved to be just as ill-informed as the polls the evening of the 23 June 2016, with the majority of Cannes Lions delegates expressing their “shock” from La Croisette.
  Six months on, the industry is still getting it wrong: at the Advertising Association’s (AA) Lead conference today (26 January), more than half of attendees estimated that if a second referendum were to be held tomorrow, we would vote remain.
  In fact, current polls state that 68% of the population th
  
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• Brands must get out of the 'echo chamber', says Maxus data chief

  26-01-2017 13:49
  
  Advertisers need to get out of the "echo chamber" of precision marketing if they are to avoid losing potential customers, Alex Steer, head of technology, effectiveness and data at Maxus has warned.
  
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• Time for brands to get off the fence?

  26-01-2017 13:44
  
  As the latest issue of The Drum was going to print, the 45th president of the United States was being sworn in on the steps of the White House, which he followed with a speech describing an America ravaged by ‘carnage’, invoking a spectre of nationalism and the carnage that caused in Europe in the early part of the 20th century. It was a victory for isolationism, jingoism, and a sign of our times.
  Yet long before the new president had a chance to warm his seat in the Oval Office, the
  
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• Hush agency appoints Eloise Murphy as senior producer

  26-01-2017 13:40
  
  Brooklyn experience design agency Hush has expanded its creative production team, appointing Eloise Murphy as Senior Producer.
   
  Murphy will assume a variety of responsibilities, from overseeing all project phases and developing relationships with new and existing vendors to fostering the optimal environment for the creative team’s best work, all while leveraging her brand and client experience in the process.
   
  During her career, Murphy has worked in both the UK and North Americ
  
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• Unilever responds to ‘return of nationalism’ with local products focus

  26-01-2017 13:34
  
  Unilever is focusing on local products in response to the “return of nationalism” among consumers and appetite for local products.
  Speaking on a results call today (26 January), Unilever’s CEO Paul Polman said it has seen the world become more “multipolar” with local tastes and nationalism playing a bigger role in consumers’ lives.
  “This is global. In the UK you like your Marmite and Colman’s and we respect you for that. In the Netherlands people
  
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• Reach and relevancy matters: how major brands are tackling consumer data

  26-01-2017 13:32
  
  While Walmart sets itself up to rival fellow tech giant Amazon after agreeing to buy Jet.com last year for $3.3 billion and expanding its business operations in the US, smaller retailers and advertisers are still struggling to target consumers with relevant ads. So how can they become better?
  Programmatic leader Xaxis and digital retail media expert Triad Retail Media attempted to answer this question by inviting top industry experts for a day of discussions at its special CES event in Las Vegas
  
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• Once more with feeling: why brands need purpose in a post-truth world

  26-01-2017 13:25
  
  ‘Post-truth’ was declared 2016’s word of the year by Oxford Dictionaries, defined as “circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief”. Last year’s 2000% increase in usage of the word is believed to have been fuelled by two arguably surprising events – the UK’s vote to leave the European Union and Donald Trump’s US presidential election victory.
  But in a post-tr
  
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