Marketing news

• Ogilvy to discard all sub-brands in move toward centralized structure

  27-01-2017 23:29
  
  CEO John Seifert says US will immediately adopt a single P&L, with other countries to follow
  
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• ‘Don’t compromise’: Exceptional Women Out West featuring Mandana Mellano, chief media officer, Fallon

  27-01-2017 21:53
  
  Mandana Mellano was born in Iran, lived in four different continents and has traveled the world, speaking three languages fluently and bringing a global sensibility to her job as chief media officer at Fallon.Mellano has had an impressive career so far. Before Fallon, she was partner and director at Ogilvy & Mather / Neo@Ogilvy, and spent time at Rapp as VP and in director roles at Group M: Mindshare + MEC and Kastner & Partners.
  As a successful industry veteran, she doesn’t think
  
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• Leo Burnett USA appoints Katie Newman chief marketing officer

  27-01-2017 19:44
  
  Katie Newman has been named chief marketing officer at Leo Burnett USA. She returns to Leo Burnett joining newly appointed North American CEO Andrew Swinand. Together, Newman and Swinand will lead new business and growth efforts for the agency’s US operations.
  Newman brings nearly two decades of experience in digital media and content marketing. Over the last four years, Newman has led the charge in building three marketing startups alongside Swinand as the chief marketing officer of The A
  
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• R/GA LA expands leadership team

  27-01-2017 19:21
  
  R/GA LA has expanded its executive team with three new additions. Adrian Barrow has joined in a new role as executive strategy director, Brandon Mugar has joined as co-executive creative director, and Jai Tedeschi, executive production director, is transferring from R/GA London.
  This fills out a robust leadership team that includes Kalle Hellzen, co-executive creative director, Kat Friis, executive production director, US content studio, and Nicky Bell, who was recently appoi
  
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• HSBC clarifies mixup that claimed JWT was no longer its ad agency

  27-01-2017 19:03
  
  HSBC has clarified JWT’s position on its advertising roster after it had rubber stamped a story earlier in the week that claimed it replaced the agency with Saatchi & Saatchi.
  The u-turn comes after the bank had signed off a statement earlier this week claiming that Saatchi & Saatchi would assume lead creative responsibilities. However, what the agency has actually been tasked to do is develop what HSBC calls a “strategy-only brief”.
  In a statement, HSBC said: "JWT rema
  
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• Why Super Bowl ads are the ultimate money-for-nothing CMO splurge

  27-01-2017 18:01
  
  At a time when marketing budgets are tighter than ever, with CMO churn at an all-time high, it’s astonishing that Fox is selling out of Super Bowl LI spots priced at around $5 million per 30 seconds.
  In most cases, this is more than shocking: it’s indefensible.
  With endless chatter in the advertising industry about reliance on metrics and sharp analysis to guide media buying and strategy, you’d think such a “data-driven” approach would be especially relied upon when
  
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• People on the move: hires and departures from Publicis Groupe, Vans, Vogue and more

  27-01-2017 17:39
  
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below.
  EMEA
  ​British Vogue 
  Vogue's longest serving editor Alexandra Shulman is stepping down in June after a quarter of a century in the role. 
  It is not yet known where Shulman will be moving to. She said simply she wants to "experience a different life" and looks "forward to a future separa
  
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• Is smooth succession at Publicis Maurice Lévy’s greatest coup?

  27-01-2017 17:17
  
  Well, that wasn’t so surprising, was it?
  I’m talking about yesterday’s announcement that Arthur Sadoun is to succeed Maurice Lévy as chairman and chief executive of Publicis Groupe.
  While speculation as to who would succeed the charismatic and energetic Lévy has been going on for years, Sadoun has been the bookies' favourite for the last couple of years, so his elevation to the top spot of the world’s third biggest marcomms holding company will come as no su
  
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• Data and innovation partnership between GE and Boston Celtics includes new arena technology and jersey sponsorship

  27-01-2017 17:03
  
  The new multi-year partnership Boston Celtics and General Electric means that GE will become the team’s exclusive data and analytics partner.
  GE, which moved its global headquarters to Boston in 2016, will receive a number of marketing assets, including the first jersey patch partnership in the team’s history, beginning in the 2017-18 season. 
  A key component of the relationship centers around GE’s ability to provide the 17-time NBA champions with its expertise,
  
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• The Marketing Week Mini MBA in marketing is back for 2017

  27-01-2017 17:01
  
  The Marketing Week Mini MBA in Marketing is back in 2017, offering marketers the tools they need to become more confident, more effective and more inspired.
  The course is CPD accredited and is designed and taught to mirror the MBA core marketing courses offered at the world’s leading business schools. It will once again be hosted by marketing professor and Marketing Week columnist Mark Ritson.
  Last year, almost 450 people took the course, with 93% of those saying it helped them feel more
  
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• Mercedes-Benz creates ‘customised’ agency model

  27-01-2017 17:01
  
  Peter Fonda in Mercedes-Benz’s ‘Easy Rider’ Super Bowl advertMercedes-Benz is seeking to reach a younger audience and respond to rapid technological change by launching a new marketing strategy based on “human-centred innovation” and “customised agencies”.
  The plans were set out at a media event at the company’s headquarters in Stuttgart, Germany, earlier this week. Mercedes-Benz also provided an exclusive preview of its advert for the American foo
  
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• Sport magazine closes after ten years

  27-01-2017 16:51
  
  Sport magazine, the free weekly men's magazine, is closing.
  
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• Trump lieutenant says it: Humiliated US press now 'The Opposition party'

  27-01-2017 16:37
  
  Just days after President Trump spoke of a “running war’’ with the media, his chief White House strategist, Stephen Bannon, has  described the media as “the opposition party” of the new administration.
  Ratcheting up his attacks, says the New York Times,  Bannon argues  that news organizations have been “humiliated” by the election outcome . 
  “The media should be embarrassed and humiliated and keep its mouth shut and ju
  
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• How Tesco’s £3.7bn Booker deal will impact its brand

  27-01-2017 16:33
  
  The Booker deal means Tesco will have 8,000 click-and-collect sites in the UKIt’s safe to say Tesco’s £3.7bn acquisition of Booker, the UK’s biggest food wholesaler, has sent shockwaves through the retail industry.
  As Tesco’s CFO Alan Stewart frantically checked his iPhone for updates on the supermarket’s shares in the front row, this morning’s (27 January) press briefing saw his boss Dave Lewis confidently talk up the acquisition.
  Tesco expects synergie
  
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• Why internal strategy leaders are crucial to your agency's survival

  27-01-2017 16:03
  
  The only constant is change, and the advertising landscape is changing at record speed. This brings both challenges and great opportunities for agencies, along with a strong requirement  to effectively manage change. To survive and thrive, agencies need solid internal strategies to keep ahead of the game and make sure they have the right people in place to manage internal operations.
  “The key is to not delegate agency  operations to other departments but to prioritise this entity
  
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• Facebook enables USB and NFC key account logins as it buffers up security

  27-01-2017 15:44
  
  Near field comms (NFC) tech is powering our contactless purchases and more in the world of marketing but social network Facebook has rolled out support for physical keys as it buffs up its two-factor authentication.
  Instead of send security codes over SMS to the user’s smartphone, Facebook is enabling those conscious of potential vulnerabilities and annoyances in the method to verify their access using a physical USB key.
  Facebook announced: ”Starting today, you can register a physic
  
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• My favorite Super Bowl ad: DDB's Ari Weiss

  27-01-2017 15:43
  
  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 they think 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 teasing or releasing their Super Bowl spots online days befo
  
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• Becoming Superman: How to increase your profit in 6 steps (step 1)

  27-01-2017 15:32
  
  Peter Czapp, director of The Wow Company, discusses what it takes to become a superman agency. Wow regularly looks at what its top performing clients are doing, and in this series, shares unique insights into how to create a super-profitable agency. Here Peter discusses step 1 – ‘think differently’.
  Step 1 - Think Differently
  If you’re looking to build a super-profitable agency, you’re going to need to think differently to those agencies that just tick along. H
  
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• Costa: Data Analyst – Apps

  27-01-2017 15:23
  
  Competitive + Benefits:Costa:
  We’re Costa, the nation’s favourite coffee shop brand*, pouring our heart and soul into everything we do...
  Holborn and Covent Garden, London (Greater)
  
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• Even in the age of VR, don’t underestimate the power of photography - The PR Doctor

  27-01-2017 15:09
  
  The Drum Network’s consultant journalist Michael Feeley explains how thoughtful use of photography can deliver real PR results…
  “Do you have any photography to go along with the story?”
  If I had a pound for every time I’ve said that to a PR who has just sent me a press release, I’d be so rich that I wouldn’t be writing this column today!
  It always surprises me that many companies and their corporate comms departments, having spent considerable time and
  
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• Arthur Sadoun’s Publicis Groupe reign dependent on his ability to sell integrated marketing at scale

  27-01-2017 15:01
  
  If Arthur Sadoun’s tenure at the helm of Publicis Groupe’s is to mirror the illustrious career that got him there then he will need to convince clients it can offer full-service, integrated solutions despite being split into four distinct silos.
  As Publicis chief Maurice Levy’s successor was announced yesterday (27 January) few in the industry would have been surprised in his choice of replacement – Arthur Sadoun.
  In just over a decade with the agency group he has risen t
  
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• Watch: Inside Cadbury's Creme Egg London Eye pop-up lodge

  27-01-2017 15:00
  
  Cadbury has opened its Creme Egg Hunter's Lodge at the London Eye, as an extension of its #CremeEggHuntingSeason campaign.
  
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• MediaCom's Karen Blackett named chancellor of University of Portsmouth

  27-01-2017 14:59
  
  Karen Blackett, chairwoman of MediaCom, has been named chancellor of the University or Portsmouth, succeeding broadcaster and Women’s Equality Party co-founder Sandi Toksvig.
  Blackett will take up the role officially in October to coincide with the beginning of the academic year. She is a graduate of the university herself, having gained a BA in Geography in 1992 as well as an honorary degree in 2015.
  Toksvig steps down from the position after a five-year term in office.
  Graham Galbraith,
  
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• Maurice Levy’s legacy: The 30-year reign that transformed Publicis and transfixed the advertising industry

  27-01-2017 14:27
  
  For the last three decades, Maurice Levy has been the towering presence atop what he has built to become the world’s third biggest marcomms network.
  Along with his WPP counterpart and arch-rival Sir Martin Sorrell, 74-year-old Levy has established a reputation as one of the advertising world’s dominant figures.
  And though Sorrell and Levy have found much to disagree on over the years – often to our entertainment – these squabbling septuagenarians have always had one thing
  
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• Business on the Move: HSBC, Hyundai, Carling

  27-01-2017 13:54
  
  HSBC has picked Publicis-owned Saatchi & Saatchi to replace WPP’s JWT to lead its global advertising business. The bank has tasked the creative shop to craft a new brand positioning for the business that will also span its advertising at airports worldwide.
  Hyundai has appointed R/GA London to lead the strategy, creative and development of a communications plan and connected ecosystem for the car manufacturer's global launch of its new ‘N performance line-up’ of cars in 201
  
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• Unilever, Airbnb and Rimmel: 5 things that mattered this week

  27-01-2017 13:33
  
  Unilever focuses on local products in response to ‘the return of nationalism’
  It’s not just global politics that has been affected by a recent resurgence of nationalism – brands are seeing an impact too.
  Unilever’s CEO Paul Polman said during a results call yesterday (26 January) that the world has become more “multipolar”, with local tastes and nationalism becoming increasingly important to consumers.
  “This is global. In the UK you like your Marm
  
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• News UK folds Sport Magazine

  27-01-2017 13:33
  
  News UK has folded freesheet title Sport Magazine to focus its investment on audio and digital brands at Wireless Group, which it acquired last year for £220m, The Drum has learned.
  The last issue will run next Friday (3 February). It is not yet known how many people from Sport Magazine's team will leave the business, though it is understood that some could be offered roles elsewhere in the company.
  The Rupert Murdoch-owned media company completed the acquisition of Wireless Group, which o
  
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• Camelot CEO Andy Duncan: Winners keep spending in times of change

  27-01-2017 13:28
  
  In a world rocked by Brexit and the election of President Trump in the US, brands and agencies in the UK and beyond can survive by being confident and continuing to invest in creativity, says Camelot CEO and Advertising Association president, Andy Duncan.
  You can’t ignore Trump and what’s happening in the States, or the anti-globalisation feeling in some countries.
  Clearly one of the issues is how this will play out for the UK in the context of Brexit. Also we have to thin
  
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• Costa: CRM Analytics Insight Manager

  27-01-2017 13:25
  
  Competitive:Costa:
  Your data will help us earn the loyalty of our customers...
  Dunstable
  
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• Batman and Watchman inspired the maligned font Comic Sans says proud creator

  27-01-2017 13:25
  
  Vincent Connare, the typographic engineer at Microsoft who created Comic Sans, has proudly revealed his comic book inspirations behind the much-maligned font which has grown, in its own right, into a batsymbol of poor design (see The Drum a la Comic Sans above).
  Connare helped create Trebuchet and Web Dings, but noticed during regular visits to Soho art galleries that the best work is the work that makes people look twice, arguably a trait that crosses over into the realm of advertising.
  He was
  
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• TMP Worldwide: Project Manager / Senior Project Manager

  27-01-2017 13:10
  
  Competitive+ Benefits:TMP Worldwide:
  TMP Worldwide is an integrated communications agency with an enviable client list...
  London (Central), London (Greater)
  
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• Vox Pop: Bringing back the renaissance marketing trends in 2017 (Part 3)

  27-01-2017 13:01
  
  Marketing 'renaissance' trends are back. Email, direct mail, podcasts; the hark back to arguably simpler times communicating with audiences has been noted over the past year or so. The Drum Network asked its members, what other renaissance marketing techniques do you think we will be hit with this year? In Part 2, we looked at bringing the human back into advertising, a hankering for analogue and the need for brands' physical presence. Here our members take a look at personalisation, mobile
  
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• Brexit catalyst for more UK Chinese New Year brand activity

  27-01-2017 12:46
  
  More brands are getting involved with Chinese New Year in the UK this year, fuelled by the drop in value of the pound after the UK's vote to leave the European Union.
  
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• Are human designers necessary anymore? (Part 2)

  27-01-2017 12:45
  
  In Part 1, I looked at the relationship between people, technology and design and how it is impacting you as a designer? Here, I will discuss designers can find this balance and stay relevant.
  How to work now
  It can be intimidating when an industry changes course after many years of being subject to the status quo. We’ve heard many designers who feel discouraged or disappointed in the way their work has changed. But the truth is, the changes aren’t all bad – they’re just
  
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• Maurice Lévy: his best quotes

  27-01-2017 12:40
  
  Campaign trawled the archives for the outgoing Publicis Groupe chief's best quotes from over the years - many of which were directed at his WPP rival, Sir Martin Sorrell.
  
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• Airbnb’s travel plans: Jonathan Mildenhall on building an end-to-end service focused on experiences

  27-01-2017 12:37
  
  Short-term rental service Airbnb wants to change the face of travel, as we found out when we caught up with marketing chief Jonathan Mildenhall.
  For a company currently valued at a cool $30bn, Airbnb had humble beginnings. The rental platform started life as a lightbulb moment when design graduates Joe Gebbia and Brian Chesky realised they couldn’t make their rent and decided to capitalise on the popularity of a design conference that had left hotels fully booked in San Francisco.
  The ente
  
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• Eurosport issues rallying call to Sky customers as it ups the pressure in pay dispute with broadcaster

  27-01-2017 12:23
  
  Discovery’s standoff with Sky over negotiations for its portfolio of channels has intensified with Eurosport launching a social campaign calling on the public to pressure the broadcaster into paying a ‘fair’ price.
  Negotiations over a new carriage deal with Eurosport’s owner, Discovery Communications, have reportedly broken down and could result in the 13 of the media company’s channels disappearing from Sky as soon as 1 February.
  “We believe Sky is using what
  
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• John Lewis customer director Inglis gets expanded role

  27-01-2017 11:45
  
  Craig Inglis, John Lewis's long-serving top marketer, will take responsibility for the retailer's website, store development and design, as part of a series of changes to the management board taking effect at the start of February.
  
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• Ford offers plug-in device to bolster vehicle connectivity

  27-01-2017 11:45
  US car maker Ford has launched a new plug-in device offering enhanced connectivity features such as remote start, security alerts, door locking, engine management alerts, a wi-fi hotspot and vehicle assistance on models which don’t come with a built-in modem.
  The SmartLink technology can be plugged directly into a compatible Ford or Lincoln vehicle produced between 2010 and 2016 by way of its OBD II port below the steering wheel and will be available to purchase from Ford dealerships from
  
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• Tesco buys Budgens and Londis owner Booker in £3.7bn deal

  27-01-2017 11:22
  
  If retail rival Sainsbury’s wanted to become the UK's biggest non-food business then Tesco has risen to the challenge after buying Budgens and Londis owner Booker in a £3.7bn deal.
  Tesco claimed it will now become the ‘UK’s leading food business’ and said the combined group will “bring benefits for consumers, independent retailers, caterers, small businesses, suppliers, and colleagues, as well as delivering significant value to shareholders”.
  Booker's Lo
  
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• Theresa May’s proposals for a modern industrial strategy is ‘major step forward’

  27-01-2017 11:21
  
  Theresa May’s proposals for a modern industrial strategy, which aims to secure a future for Britain as a competitive global nation, was welcomed by the creative industries that will benefit from a collaboration with technology.
  In her speech, the Prime Minster listed the creative sector as one of the five industries that could benefit from new ‘sector deals’ and investment in research and development – as part of a bid to “support the industries of the future where
  
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• How marketers can improve the consumer journey: Top 5 takeaways

  27-01-2017 11:18
  
  Data and technology are crucial to personalising the customer journey, but challenges remain. Marketers have to grapple with connecting shopper data across multiple digital devices, serve consumers with relevant ads as well as anticipate future shopping behaviour.
  Programmatic leader WPP’s Xaxis hosted an event with digital retail media expert Triad Retail Media to discuss some of these issues at the Wynn hotel in Las Vegas earlier this month. Running alongside the Consumer Electronics Sho
  
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• Singapore government warns against dangers of sugar in Kung Fu style Chinese New Year ad

  27-01-2017 11:15
  
  The Singapore Ministry of Communications and Information (MCI) is reminding people of the dangers of eating too much sugar this Lunar New Year in a Kungfu style ad series.
  In support of the Let’s Beat Diabetes campaign, the ‘Kungfu Fighter, Hidden Sugar’ advert spells out how much sugar there is in common Lunar New Year foods. Released last week via Facebook, the 90-second TV spot has already reached 2.2 million people, and gathered 1,261,411 views.
  Set in an olden-day Chinese
  
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• Airbnb's Mildenhall: Where are all the dark-skinned jurors at Cannes?

  27-01-2017 11:14
  
  Airbnb's chief marketing officer has posted a series of tweets on the lack of diversity on the Cannes Lions 2017 jury president line up.
  
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• Nintendo pans for loo gamers in German Switch ad

  27-01-2017 11:06
  
  Nintendo has chosen an unlikely setting to promote the portability of its brand-new Switch console, by catching one games addict with his pants down while snatching a quick play of Mario Kart.
  Hygiene issues aside the unconventional playing position is geared toward expanding gamers horizons beyond the living room and bedroom witht the portable gaming console, proving that even a toilet break can be a marketing opportunity in the right hands.
  Masterminded by Nintendo’s European division, t
  
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• Wins this week: HSBC, Carling, Philadelphia

  27-01-2017 10:35
  
  Campaign's weekly round-up of accounts moves across advertising, digital and media
  
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• Sundar Pichai still sanguine over voice-based computing’s erosion of Google’s ad model

  27-01-2017 10:31
  
  Google chief executive Sundar Pichai has left Wall Street analysts unconvinced that he has a handle on voice-based computing following a fourth quarter earnings call that was long on questions but short on answers.
  Edgy investors have been grilling Google executives as to how they intend to meet the challenge posed by an explosion of voice-enabled devices led by Amazon’s Alexa which allow people to bypass Google’s services when venturing on.
  Downplaying such concerns Google
  
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• Thinkbox TV Planning Awards: the full judging panel

  27-01-2017 10:15
  
  Tesco's Michelle McEttrick, Twitter's David Wilding and Age UK's Marianne Hewitt will join the judging line-up for the 2017 Thinkbox TV Planning Awards, held in partnership with Campaign.
  
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• Tesco looks to dominate food industry with £3.7bn Booker deal

  27-01-2017 09:51
  
  Tesco is acquiring Booker, the UK’s largest food wholesaler and owner of convenience brands such as Londis and Budgens, in a £3.7bn deal.
  The move would ensure Tesco has the UK’s biggest convenience operation, with it potentially taking on the thousands of stores Booker owns. It would also take its click-and-collect operation up to a potential 8,000 sites.
  Booker supplies food to 450 caterers, 12,000 retailers and 900,000 small businesses including restaurant brands such as Wa
  
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• The Coen Brothers make Super Bowl debut with Mercedes Benz ad

  27-01-2017 09:47
  
  American filmmakers the Coen Brothers are making the switch from the cinema to the small screen after directing their first ever Super Bowl commercial, a 60 second Easy Rider tribute for Mercedes Benz.
  Scheduled to debut during the big match on 5 February the piece marks a novel point of departure for Joel and Ethan Coen, best known for works such as ‘Fargo’ and ‘No Country for Old Men’.
  Commenting on the partnership Drew Slaven, vice president of marketing for Mercedes-B
  
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