Marketing news

• The Movie Marketing Blog: A-list Hollywood directors at the Super Bowl over the years

  30-01-2017 22:44
  
  It’s almost time for the biggest advertising event of the year, Super Bowl 51. The game is always a platform for companies to roll out huge, expensive new ads and campaigns and this year promises to be no exception.
  One of the big stories already surrounding this year’s broadcast is that The Coen Brothers are directing their first TV commercial. If you don’t know the Coen Brothers by name, you certainly know their work: The Big Lebowski, Blood Simple, Fargo, No Country For Old
  
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• Marketers are demanding more while agencies work with less, study suggests

  30-01-2017 21:38
  
  RSW/US, the nation's leading outsourced lead generation firm for marketing agencies, just completed its 11th annual New Year Outlook survey. One of the most compelling questions that has hit a nerve with marketers and agencies is whether 2017 is going to include more project work with agencies needing more revenue and marketers demanding more as agencies work with less. RSWUS survey
   
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  The survey notes that after less than a month into the New Year, 2017 is shaping up to be a
  
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• Snap to list with New York Stock Exchange

  30-01-2017 20:30
  
  Snapchat’s parent company, Snap Inc., will list its initial public offering on the New York Stock Exchange rather than Nasdaq, reported the Wall Street Journal.
   
  Snap filed its IPO papers with the Securities and Exchange Commission last fall confidentially, and the story stated that the company is planning to go public as soon as March.
   
  The Snap IPO is expected to be valued between $20 and $25b, making the largest initial offering on a US exchange since Alibaba’s IPO in
  
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• Mailchimp integrates Facebook to enhance its email marketing channels

  30-01-2017 20:12
  
  MailChimp has ventured out of its email marketing comfort zone with a Facebook advertising integration so that users of the email marketing platform can now create Facebook ads and track performance in the same platform, the company reports.
  In November, Facebook reported $6.8bn in advertising revenue for the third quarter of 2016, up from $4.3bn the same quarter in 2015. It also reported this month more than one billion people see advertisements through its Audience Network monthly.
  "After emai
  
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• Febreze pays tribute to the coveted ‘halftime bathroom break’ in first-ever Super Bowl spot

  30-01-2017 19:18
  
  Febreze is making its first-ever Super Bowl appearance this year with a spot that unabashedly celebrates the fact that millions of Americans will make a mad dash to the bathroom during halftime to free themselves of the beer and snacks they’ve spent the last hour and a half consuming.
  Created by Grey New York, the 30-second spot - which will aptly air during the second quarter of the game – plugs the P&G brand’s OdorClear technology that “cleans away odors like never
  
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• With customizable serenades, Snuggle Bear muscles in on Barry White territory

  30-01-2017 18:48
  
  Fabric softener Snuggle, which says its products “help create more snuggle-up moments,” is looking to encourage that very activity for Valentine’s Day 2017 with customizable music videos featuring its Snuggle Bear mascot.
  Instead of his traditional, “Hi, I’m Snuggle,” the brand said these videos allow Snuggle Bear to “[showcase] his soft voice and smooth moves in custom musical serenades” set against the Dirty Dancing anthem “(I’ve
  
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• P&G issues call to arms to ad industry over ‘antiquated’ media buying

  30-01-2017 18:25
  
  Procter & Gamble’s (P&G) chief brand officer Marc Pritchard has called for the industry to increase transparency around media buying and viewability after criticising the “murky” supply chain.
  Speaking at the IAB’s Annual Leadership Meeting last night (29 January), Pritchard labelled the current system “antiquated” and unable to cope with the shift to digital. And he said the increasing trend for ad blocking among consumers is due to “crappy adv
  
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• Procter & Gamble chief issues powerful media transparency rallying cry

  30-01-2017 18:24
  
  Marc Pritchard, Procter & Gamble's influential global chief brand officer, has urged all parts of the marketing industry to come together to tackle media transparency in a keynote address to the US IAB Annual Leadership meeting in Florida yesterday (29 January). Read his full speech below.
  
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• Secret Marketer: Most brands can learn nothing from Apple and Nike

  30-01-2017 18:22
  
  I have a confession to make. A heresy that I can probably only say under cover of the Secret Marketer name, and one that will ensure I get burned at the stake. Or, perhaps, the 21st-century equivalent, trolled on Twitter.
  Most of us marketers should ignore what the top brands are doing. Apple, Google, Coca-Cola, Microsoft, Toyota, IBM, Samsung, Amazon, McDonald’s and GE (Interbrand’s top 10) are irrelevant. They’re the marketing equivalent of the 1%, not the 99% that
  
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• #BoycottStarbucks breaks out after CEO Schultz vows to hire 10,000 refugees

  30-01-2017 18:05
  
  The coffee chain is seeing a backlash on Twitter after taking a strong stance on Trump's immigration ban.
  
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• Poster misalignment sees 'premium' botched on Tottenham Hotspur London Underground ads promoting new stadium

  30-01-2017 17:50
  
  English Premier League side Tottenham Hotspur have fixed a series of London Underground print ads underlining a selection of hospitality options at its still-under-construction and yet-to-be-named stadium.
  The ads, which were erected in North London Underground stations, deep in Hotspur territory, showcased the sleek experiences on offer at the new arena, however, in the execution of the ads, the call to action was altered by a misalignment of the posters.
  Fans noticed the issue which saw premiu
  
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• Budgets and change management are what's keeping marketers up at night

  30-01-2017 17:33
  
  Budgets and change management are the main concerns which will keep marketers awake at night this year, according to new research from the Marketing Form.
  The concerns were highlighted in the Marketing Form’s Research Report for 2016/17 which compiled the views and opinions of the UK’s most senior marketers for the current year.
  Last year brand management was listed as the top challenge facing marketers, however it has now dropped down to third with budgets ranking as the main challe
  
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• Data, old-school metrics and walled gardens: measuring ROI can be a tricky business

  30-01-2017 17:30
  
  Measuring return on investment (ROI) is a huge challenge for marketers, given the number of marketing channels today. Research from DataXu shows that 23% of agency workers believe they are spread too thinly because they have to manage multiple platforms and constantly keep up with new developments. Duke University’s CMO survey found that barely one in 10 marketers is confident they are accurately measuring the returns from social.
  So how can marketers make sure that they are measuring mark
  
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• Movers and shakers: Havas, BBC, John Lewis, Vogue, Ford, Birds Eye, Publicis and more

  30-01-2017 17:29
  
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• UK adspend forecasts downgraded despite £5bn third quarter

  30-01-2017 17:24
  
  UK adspend growth will be weaker in 2017 as the surge in digital spend slows down.
  
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• Everything you need to know about connecting data – closing the loop

  30-01-2017 17:04
  
  In this final edition we take a look at the top five reasons why connecting data closes that data and customer experience loop.
  1. Data onboarding is key to connectivity in today’s marketing world. It is the transfer of data gathered offline through into the digital world. By matching offline databases from in-store transactions, CRM databases or customer-service call interactions to online data, marketers get a far more complete picture of their customers.
  Stewart Easterbrook, chairman to
  
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• Mercedes reveals new agency model and brand strategy with spring campaign launch

  30-01-2017 16:39
  
  Mercedes-Benz will launch a global spring campaign by the brand's custom agency, Antoni, promoting its new range of compact cars.
  
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• Why legislation is not the answer to production company row

  30-01-2017 16:05
  
  Rather than rely on legislation to give them the upper hand over ad agencies, production companies should focus on the quality that differentiates them from in-house units in order to prevent being undercut, believes Derek Moore of independent VFX company Coffee and TV.
  Last week production companies held a last-minute meeting to discuss the issue of agencies soliciting bids from in-house production, post and editing companies and competing for the work themselves.
  Dividing the room was whether
  
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• Holding company chiefs speak out against Trump immigration ban

  30-01-2017 15:46
  
  John Wren, Michael Roth and Martin Sorrell vow to protect their workers from executive order restricting immigration from seven countries.
  
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• Tech guru Austen Atkinson joins Orange Bus as creative strategic director as new division is announced

  30-01-2017 15:14
  
  Newcastle-based Orange Bus has hired virtual reality expert Austen Atkinson as creative strategic director. He brings to the role impressive credentials, having worked for leading brands and influential global organisations including Google, Virgin, the BBC, Sky, Channel 4, Channel 5, History Channel and The Sunday Times.
  With extensive knowledge of multiple channels including TV, digital and virtual reality (VR), he has devised innovative solutions that entertain, generate profit for clients an
  
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• PHD co-founder Jonathan Durden joins video ad tech company AnyClip as an advisor

  30-01-2017 14:55
  
  Jonathan Durden left PHD in 2007, the last founding partner to do so at the agency. Since then, the man who says he is “always bored” has worked with The Ivy, has run his own men’s grooming brand, Below the Belt, joined MCBD (now Dare), and penned a novel.
  Serial entrepreneur Durden now has another duty to keep him from boredom; he has taken on an advisory role in video advertising technology with AnyClip, a Tel Aviv-based company with offices in London and New York.
  The compan
  
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• Facebook hires key YouTube music exec to lead its global music strategy

  30-01-2017 14:50
  
  Facebook appears to be gearing up its challenge to the music steaming industry after poaching one of YouTube’s key music directors in Tamara Hrivnak.
  Hrivnak leaves her position as director of music partnerships at YouTube and Google Play to lead Facebook’s global music strategy and business development.
  She confirmed the news in a post on the social media platform saying she was looking forward to “deepening Facebook’s relationship with the music industry”.
  &l
  
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• Watch: How NFL is engaging UK audiences ahead of the Super Bowl

  30-01-2017 14:45
  
  Campaign spoke to Sarah Swanson, marketing director of NFL UK, about the engagement activity during the lead up to the event as well as their forthcoming stadium partnership with Tottenham Hotspur.
  
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• Google’s bad ad report: A mixed blessing for ad quality

  30-01-2017 13:58
  
  Digital advertising has a quality control issue and as Google’s recent ‘Bad Ads' report shows, it’s getting worse. Last year, the media giant removed 1.7 billion ads that contravened its online policies, a figure Google states is more than double the number of ads taken down in 2015.
  For the industry, the report is a mixed blessing. On one hand, it’s a ‘good guy’ victory; with fewer bad actors around to diminish the user experience and siphon off revenue, ther
  
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• What next for brands, agencies and production companies?

  30-01-2017 13:36
  
  Over the course of 2016, I had the opportunity to meet with people from every corner of the creative industries. From chief marketing officers to top agency creative directors, production company producers to animation studio owners and hundreds of freelancers from all over the world. This has given me a unique perspective on the opportunities, challenges and changes the industry is facing over the coming year.
  While many people will be making predictions about the latest camera technology, bran
  
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• Royal National Institute of Blind People appoints Maxus UK as its lead media agency

  30-01-2017 13:31
  
  The Royal National Institute of Blind People (RNIB) has chosen Maxus UK as its new lead media agency.
  Maxus UK won the account without a pitch and is expected to begin working with the charity immediately.
  The WPP-owned group will handle media planning and buying, and will work with the RNIB on data-led projects.
  The charity’s head of marketing and communications, Deborah Auty, said it was looking for an agency that understood the RNIB’s vision and could also help “navigate the
  
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• Creative agencies, avoid the gimmicks and get to action in the next four years

  30-01-2017 13:30
  
  This past election season, we saw agencies work their creative magic to voice their displeasure/concern/anger over one specific candidate. They were quick-hit campaigns meant to get people to think about where they cast their votes. The Trump jabs that came out were interesting, fun, funny and compelling all at the same time. Trouble is, they didn’t do a lick of difference, apparently.
  Let me be clear. I like it when Jeff Goodby and Rich Silverstein get angry. I thought that Wieden+Kennedy
  
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• Sky Sports to live stream transfer deadline day on Twitter

  30-01-2017 13:28
  
  As deadline day approaches, Sky is partnering with Twitter to live stream key player transfers to capitalise on social conversations in one of football’s biggest days.
  It’s the final two days for transfers as clubs look to complete their business for the final stretch of the season. The January transfer window slams shut at 11pm GMT on Tuesday night.
  The company will live stream from the Sky Sports Newsroom at 12-1pm, 5-6pm and the final hour from 10-11pm on Deadline Day (31 January)
  
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• Nine in ten advertisers review programmatic contracts for more transparency

  30-01-2017 12:58
  
  The transparency controversy that broke last year has driven nearly nine in ten advertisers to review and reset contracts, research has revealed.
  
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• P&G to review all agency contracts in 2017 in four-step plan to bring transparency to media supply chain

  30-01-2017 12:56
  
  Procter & Gamble’s (P&G) top marketer Marc Pritchard has revealed that it will review all of its agency contracts in 2017 in a bid to bring transparency to the “murky at best, fraudulent at worst” media supply chain.
  It forms part of a four-point plan the business has put in place to exert greater control over the quality of its media strategy and ultimately create better advertising to drive growth.
  “P&G believed the myth that we could be the latest mover on
  
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• How brands stood up to president Donald Trump’s panned travel ban

  30-01-2017 12:55
  
  President Donald Trump on Friday issued a 120 day travel ban on citizens from seven Middle Eastern countries which he promised would help protect America from radicalised Islam - the executive order which was instantly enacted caused widespread travel disruption and protests from brands and the outraged public.
  The ban, which was widely known as a 'Muslim ban' which the administation has denied, saw travellers denied entry to the country. The decree was almost immediately challenged by
  
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• 'This girl can' targets older women with new campaign

  30-01-2017 12:53
  
  Sport England has set its sights on increasing sports participation among women in their fifties and sixties, with the next phase of its hugely successful "This girl can" campaign.
  
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• Faced with Muslim ban, Starbucks, Nike pledge support to refugees and immigrants

  30-01-2017 12:47
  
  Howard Shultz vowed to hire 10,000 refugees around the world, and Mark Parker affirmed his company's commitment to Somali brand ambassador Mo Farrah.
  
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• JICWEBS issues first anti-fraud certification seals in fight against ad fraud

  30-01-2017 12:37
  
  The Joint Industry Committee for Web Standards (JICWEBS) has issued its first anti-fraud certification seals as it embarks on war against ad fraud in the UK.
  Affectv and RadiumOne are the first companies to receive the JICWEBS’ anti-fraud Good Practice Principles following an independent audit by ABC.
  The seal recognises that their processes reduce the risk of fraudulent ads being served and are intended to help curb rise of ad fraud, which is likely to swell if advertisers continue turn a
  
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• Former culture minister Ed Vaizey joins The Drum as regular columnist

  30-01-2017 12:37
  
  Ed Vaizey, the pre-Brexit government’s minister of state for culture, communications and sport, has joined The Drum as a columnist.
  Published today (30 January), his first opinion piece covers what the industry needs to do to make sure Brexit works in its favour.
  Vaizey will contribute his personal takes on developments in the digital, media and creative sectors, and explore the intersection between the industries and politics. The blog will complement his weekly newsle
  
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• Ed Vaizey: In the early stages of the Brexit revolution, the ad industry has to fight for what it needs

  30-01-2017 12:35
  
  When I left office, having served as the UK’s creative industries minister for six years, I joked to The Drum that the advertising industry had one fatal flaw when it came to politics – it never asked for anything.
  I spent a lot of time with the film industry, which receives a healthy tax credit. I engaged often with the games industry, animation, visual effects, all of which now have tax credits. At one point, there was even talk of a comedy tax credit. I’m not joking.
  An
  
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• CHI poaches TBWA creatives

  30-01-2017 12:28
  
  CHI & Partners has hired the TBWA\London creatives Ben Fallows and Matt Deacon, the duo behind much of the shop's Lidl work.
  
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• Becoming Superman: How to increase your profit in 6 steps (step 2)

  30-01-2017 12:25
  
  Peter Czapp, director at The Wow Company, discusses what it takes to become a superman agency in six steps by sharing unique insights into how to create a super-profitable agency. Following on from step one, ‘think differently’, Peter discusses ‘The Big Cs’.
  Step 2 - The Big Cs
  We know that winning new business is exciting – there is nothing quite like that feeling of winning a pitch and starting work with a shiny new client. However, most agencies spend a dispropor
  
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• Virgin Trains to appoint Anomaly to UK creative account

  30-01-2017 12:18
  
  Virgin Trains is set to appoint Anomaly to be its UK creative agency following a four-way pitch.
  
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• LinkedIn reveals the 10 most overused marketing buzzwords on CVs and profiles

  30-01-2017 12:17
  
  It is common knowledge that prospective candidates for marketing roles have to be specialised and creative, experienced with a good track record; it helps to be both passionate and enthusiastic tempered with a dash of focus… however, these terms are so widely used on LinkedIn that there’s a danger that such applicants are not distinguishing themselves from the crowd.
  Boundless buzzwords can be the undoing of any comms professional’s attempt to get a point across, as a result,
  
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• 'It just turned into something pretty phenomenal': Squarespace's CCO David Lee talks creating the brand's Super Bowl ad

  30-01-2017 12:15
  
  Squarespace is returning to the Super Bowl for the fourth year in a row with an ad starring actor-turned-fashion-designer John Malkovich.
  Since it debuted its first Super Bowl ad in 2014, the website building service has become known for its off the wall, if not over the top, game day ads. Last year, comedy duo Key & Peele not only starred in the brand’s Super Bowl ad but also provided real-time commentary on the game via a Squarespace live video blog. The year prior, Squarespace
  
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• 90% of marketers are reviewing programmatic ad contracts in quest for greater transparency

  30-01-2017 11:49
  
  Agency trading desks may be the default way advertisers run programmatic campaigns but as many as 90% are set to review these deals after growing frustrated by the lack of transparency being offered.
  According to a new report from the World Federation of Advertisers, nearly two-thirds of marketers are uncomfortable with the conflicts created by trading through agency trading desks (the principle model used by the majority of advertisers.) 
  They were found to “broadly reject the idea&r
  
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• Andrew Benett leaves Havas as global creative chief

  30-01-2017 11:48
  
  Andrew Benett, the global chief executive of Havas Creative Group, is leaving the business.
  
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• Creative Work of the Week: 'Live Kill' safer driving campaign sees Israel’s most famous vlogger live-stream her death

  30-01-2017 11:39
  
  BBR Saatchi & Saatchi and Or Yarok (The Association for Safer Driving in Israel) have caught the attention of The Drum readers with their gripping ‘Live Kill’ campaign securing this week’s European Creative Work of the Week title.
  Texting and driving – and even live broadcasting – has become an international problem with over 80% of accidents caused by people using their phones. But, no matter how gruesome the commercials about this issue are, young drivers stil
  
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• Volkswagen overtakes Toyota globally in sales

  30-01-2017 11:31
  
  Volkswagen sold 135,000 more cars than Toyota last year, making it the world's top-selling car brand for the first time.
  
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• The Specialist Works' Lewcock hands CEO role to Woolley to drive US expansion

  30-01-2017 11:19
  
  The Specialist Works' founder Jim Lewcock is handing his chief executive's role to Martin Woolley as the 14-year-old independent agency seeks to drive further expansion after hitting £100m in billings last year.
  
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• Baileys ends sponsorship with Women's Prize for Fiction

  30-01-2017 11:18
  
  Baileys is withdrawing its sponsorship of the Women's Prize for Fiction, the prize honouring the best novel of the year written in English by a female author.
  
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• Evening Standard editor Sarah Sands departs for BBC role

  30-01-2017 11:13
  
  Sarah Sands, editor of the Evening Standard, will become the editor of BBC Radio 4’s Today programme.
  Sands will replace Jamie Angus, who was recently appointed deputy director of the BBC World Service. She will leave the Evening Standard later this year and until then will remain in post as editor. A new editor will be appointed in due course, the publisher said.
  Sands held a number of posts at the Evening Standard in her early career, before joining the Daily Telegraph in 1996.
  
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• Sarah Sands to depart Evening Standard to edit BBC Today programme

  30-01-2017 11:04
  
  Sarah Sands, the editor of the London Evening Standard, is leaving the newspaper to edit the Today programme on BBC Radio 4.
  
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• Virgin Trains hands creative account to Anomaly

  30-01-2017 11:03
  
  Virgin Trains has awarded its above-the-line creative account to Anomaly following a competitive pitch process involving Grey, Lucky Generals and Y&R. 
  Anomaly replaces Krow, which had worked with Virgin Trains since being appointed in 2013. 
  The account covers creative for both its West and East Coast lines, the latter of which Virgin Trains was awarded control of last March. 
  Unaffected by the pitch is Manning Gottlieb OMD, which handles Virgin Trains’ media plann
  
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