Marketing news

• Exclusive Q&A: Mars CMO Andrew Clarke on transparency, faith in the Super Bowl and fighting for your agencies

  01-02-2017 23:08
  
  In his first interview, the chief marketing and customer officer gets tough on digital visibility and explains why BBDO's Snickers work is "the best of Mars."
  
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• US Creative Work of the Week: A half house has full internet because of Fios in quirky McCann spot

  01-02-2017 21:14
  
  Bringing the not-so-sexy topic of internet speed to life in a fun and intriguing way is no easy task, but McCann New York has managed to do just that in its latest spot for Verizon Fios.
  The ad features a family of four that, for all intents and purposes, seems to represent the archetypical nuclear family – except for the fact that they live in half of a house.
  Even though everything from the bathroom to the outdoor welcome mat has been halved, the one thing that the Wilson family act
  
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• GNC’s Super Bowl dreams are dashed by the NFL

  01-02-2017 21:01
  
  2017 will not, in fact, mark the Super Bowl debut of vitamin and supplements brand GNC after the NFL told broadcaster Fox “[GNC] may not air in Super Bowl or any NFL programming.”
  That’s according to NFL Vice President of Communications Brian McCarthy, who said the message “was communicated weeks ago” and “is consistent with our policies that prohibit the advertising of supplements.”
  Indeed, the decision was reportedly a result of a USA Today story that
  
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• Bikinis, innuendo and…equal pay? Audi redefines the provocative Super Bowl ad

  01-02-2017 20:07
  
  Audi is using Super Bowl 51 as a platform to showcase its all-new 2018 Audi S5 Sportback Prestige model -- and to advocate for pay equality.
  That’s right: The brand’s ninth Super Bowl ad, a 60-second spot called “Daughter”, will air during the third quarter and, according to Audi, tells the story of a young girl competing in a downhill race in as her father looks on, contemplating whether her worth will be measured by her gender.
  “It is a reminder that progress
  
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• Mobile gaming generated more revenue than the global movie box office in 2016

  01-02-2017 19:17
  
  Mobile gaming is enjoying unprecedented annual growth across the board racking in more revenue than the global box office takings from the leading movies, according to SuperData Research.
  In 2016, the global mobile market generated $40.6bn in revenue on the back of 18% annual growth (a mammoth spurt which saw mobile gaming supersede the global movie box office for the same year which was ranked at around $38bn by comScore and MKM partners).
  The growth in the sector is also pe
  
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• Busch returns to the mountains in its first-ever Super Bowl spot

  01-02-2017 18:35
  
  Busch is making its Super Bowl debut by returning to its roots and “revitalizing some of [its] classic marketing assets like the brand’s iconic ‘stream pull’ and ‘BUSCHHHHH’ can crack sound,” but it is also introducing something new: The so-called Busch Guy, who dresses like the Brawny Man and will be featured in TV assets throughout the year.
  The 30-second spot, “BUSCHHHHH,” will air during the first quarter.
  Video of &
  
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• Gyro San Francisco creates media and digital expert role, promotes Liam Blackwell to new post

  01-02-2017 18:22
  
  B2B ideas shop Gyro has promoted Liam Blackwell to the newly created role of global chief digital officer. He will oversee the development and fluency of Gyro’s digital products and services across its 16 offices worldwide.
  Blackwell has been a part of the Dentsu Aegis Network (DAN) for four years, working first at Carat Enterprise, quickly growing to become DAN’s successful B2B agency Interprise. At Interprise he served as U.S. president, responsible for building, growing and l
  
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• Gyro creates media and digital expert role, promotes Liam Blackwell to new post

  01-02-2017 18:22
  
  B2B ideas shop Gyro has promoted Liam Blackwell to the newly created role of global chief digital officer. He will oversee the development and fluency of Gyro’s digital products and services across its 16 offices worldwide.
  Blackwell has been a part of the Dentsu Aegis Network (DAN) for four years, working first at Carat Enterprise, quickly growing to become DAN’s successful B2B agency Interprise. At Interprise he served as U.S. president, responsible for building, growing and l
  
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• Vogue publisher hits out at 'glib and reckless' critics of print

  01-02-2017 17:51
  
  British Vogue's publishing director Stephen Quinn has hit out at "glib and reckless" people in the media industry who have written off print.
  
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• My favorite Super Bowl ad: Colle + McVoy's Mike Caguin

  01-02-2017 17:49
  
  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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• Activision Blizzard is about to make an 'aggressive' push into consumer products recognising the power of its gaming brands

  01-02-2017 17:37
  
  At the core of any leading video games developer is a few core franchise beloved by devout fans. Activision Blizzard has more than its fair share of iconic series and it has now identified a potentially lucrative revenue stream beyond gaming and eSports.
  The gaming giant behind, to mention a few, ‘Call of Duty,’ ‘Overwatch,’ ‘World of Warcraft,’ ‘Destiny,’ ‘Candy Crush’ and ‘Hearthstone’, is looking to lessen its d
  
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• Tesla Motors changes its name as it looks to diversify business model

  01-02-2017 17:25
  
  Tesla is dropping the 'Motors' part of its name in a bid to simplify its official title and move towards the one-word brand that has slipped into the popular lexion.
  The company will be known as Tesla Inc effective today (Wednesday 1 February) according to a filing issued in Washington DC. 
  It appears the tech giant is also keen to move away from being known as a smart motor company as it continues to diversity its output.
  The Elon Musk-owned firm recently purchased solar company Solar
  
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• Ad of the Day: Danish TV ad breaks out of the box to remind us of 'All that we share'

  01-02-2017 17:23
  
  Danish broadcaster TV2 proves we all have more in common than we think with its latest ad celebrating acceptance and diversity.
  Released on the same day President Trump signed the executive order banning those from seven Muslim-majority countries entering the US for 90 days and halting the Syrian refugee program, ‘All that we Share’ highlights what binds us together, rather than what divides us.
  Set on a soundstage, the ad from creative consultant company Nicholas Berglund sees
  
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• Gyro promotes Liam Blackwell to newly created role of global chief digital officer

  01-02-2017 17:18
  
  Gyro has promoted Liam Blackwell to the newly created role of global chief digital officer, to oversee the development and fluency of the company’s digital products and services across its 16 offices worldwide.
  Blackwell, a media and digital expert, has been a part of the Dentsu Aegis Network for four years, working first at Carat Enterprise, which quickly grew to become Dentsu’s successful B2B agency Interprise.
  At Interprise he served as US president, responsible for building, grow
  
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• Turner makes minority investment in Bigballs Media

  01-02-2017 17:13
  
  Turner International, parent company of cable TV networks including CNN, has made a minority equity investment in digital media sports company Bigballs Media, parent company of football video platform Copa90.
  Turner has become the largest provider of funding for the Series B investment round and the main strategic investor of Bigballs Media. 
  The funding will be used for Bigballs Media’s planned international expansion, as well as increased content production and distribution. Th
  
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• Aaron Eckhart, Jeffrey Dean Morgan and Fan Bingbing will fight to the death in Top Games' debut Super Bowl ad

  01-02-2017 16:55
  
  Mobile gaming studio Top Games Inc is looking to attract new users to its 'Evony: The King's Return' strategy title with a star-studded Super Bowl slot that is fairly reminiscent of an episode of Game of Thrones.
  The multi-million dollar ad, featuring Aaron Eckhart as George Washington, Jeffrey Dean Morgan as King Arthur and Fan Bingbing as Empress Wu, sees an epic clash on the field of battle, giving viewers a taste of the strategy multiplayer battles they can engage in via the app on
  
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• Key learnings from ABC Interaction: Trust, challenges and the future

  01-02-2017 16:54
  
  Trust was a key theme at this year's ABC Interaction, as the event looked to the issues surrounding themedia transparency debate and how to build success for the future.
  
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• Marketoonist on ‘customer-centric marketing’

  01-02-2017 16:45
  
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on ‘customer-centric marketing’ appeared first on Marketing Week.
  
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• Snapchat reveals $500m loss in IPO filing

  01-02-2017 16:36
  
  Snap Inc, the owner of Snapchat, has just made its initial public offering public the intention of raising $3bn (£2.4bn) and aiming for a valuation of $25bn.
  
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• Melissa McCarthy tries to save the whales, the trees, the ice caps and the rhinos in Kia eco-warrior Super Bowl drive

  01-02-2017 16:13
  
  Melissa McCarthy has brought her comedy chops to the forefront of Kia’s Super Bowl campaign promoting the Kia Niro hybrid.
  McCarthy embarks on a perilous and gaffe-ridden ‘Hero’s Journey’, but the slot looks to hit home that it is easier to become an eco-warrior than you would expect, just buy a Kia Niro…
  The campaign comes from David&Goliath which has handled the brand’s Super Bowl output for the last few years with slots featuring Christopher Walken and
  
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• AppNexus makes move into real-time geo-targeted weather warnings

  01-02-2017 16:07
  
  AppNexus has partnered with the Federation for Internet Alerts (FIA) to globally distribute geo-targeted weather warnings in real-time.
  It becomes the first ad tech company to distribute public service announcements globally and in real-time, and forms part of its mission to “build a better internet”, says chief executive Brian O’Kelley, as media consumption becomes more digital.
  The FIA collects official hazard alerts on its Alert Hub, which AppNexus taps into and deliver
  
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• US Creative Works: Featuring VML, McGarryBowen, Grey New York & more

  01-02-2017 16:00
  
  Welcome to The Drum's US Creative Works, in partnership with Workfront. This week, we're featuring a roundup of Super Bowl ads ahead of the game this Sunday, Feb. 5. 
  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 r
  
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• New US IAB chair wants to declare industry standard to help weed out 'bad actors' and 'fake news'

  01-02-2017 15:58
  
  Setting industry standards – to combat the wave of fake news and ad fraud that is threatening both publishers and advertisers is imperative according to Jim Norton, the new chair of the US branch of the the Interactive Advertising Bureau (IAB), an organization that represents the online advertising industry.
  “A lot of bad actors out there are profiteering from proliferation of fake news unreliable content, using social media platforms and new ad technology. How do we weed out th
  
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• Huawei's Apple infatuation grows as it snatches actor Justin Long who once was a Mac

  01-02-2017 15:56
  
  Huawei, the Chinese mobile brand, which just so happens to be the third bestselling company in the sector, has done little to put to bed common accusations that it replicates Apple’s designs.
  In actual fact, Huawei went as far to snatch former Apple spokesman Justin Long (Of ‘I’m a Mac’ fame), in a humourous ad looking to convert some of the more longer-winded techies who can remember the original Apple ads when they launched in 2006.
  Long, who was being interviewed by an
  
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• GoDaddy goes big on the memes by bringing the content-hungry the internet to life

  01-02-2017 15:55
  
  GoDaddy has revealed its first Super Bowl ad in two years, a bold slot that introduces ‘The Internet’ as a character who just can’t get enough of dank memes.
  The ad begins with a 30 second slot of ‘Good Morning’ introducing the public to The Internet and in a campaign littered with references any self-respecting, meme-loving millennial will instantly connect with.
  The brand will release an extended version on game day further outlining GoCentral, a new mobile first
  
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• Come out of the Brexit closet, Mr Corbyn – it would be the perfect boost for your brand

  01-02-2017 15:21
  
  The Brexit debacle has dis-Mayed many, but it could be the opportunity of Jeremy Corbyn’s political career, his chance to regain ground and become a contender once more.
  He just needs to ditch his Remain mask and come out as a proud pro-Brexiteer. It’s the perfect boost for Brand Corbyn.
  Last year Corbyn denied pre-referendum claims that if he were a mere backbencher, and not the leader of the Labour Party, he would be campaigning from the left to leave the EU. He refuted any suggest
  
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• Turner International invests in Copa90 owner

  01-02-2017 14:52
  
  Turner International, the American media company that owns CNN, has acquired a minority stake in Bigballs Media, which specialises in digital media sports.
  
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• Adidas creates swimwear range made from recycled ocean plastic as part of partnership with Parley for the Oceans

  01-02-2017 14:12
  
  Adidas has unveiled a new swim range made from recycled ocean plastic as part of its ongoing partnership with ocean conservation group Parley for the Oceans.
  The SS17 Parley swim collection launches with two distinct designs: a wave print that references the source of its fabric, and a Parley inspired graphic.
  The apparel is made from up-cycled ocean plastic and used fishing nets and converted into technical yarn fibres. 
  Loading...
  It builds on Adidas’ earlier projects with Parley wh
  
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• How to avoid getting stuck in the London bubble

  01-02-2017 14:11
  
  Brands are missing out on opportunities and wasting ad spend by not recognising regional differences across the UK and failing to meet the needs, preferences and media consumption habits of people outside London.
  The EU Referendum vote last June proved that Britain is not a united kingdom. Look at any map showing the split between the location of leave and remain voters and it’s a patchy picture, which among other things highlights that the views of those living in the capi
  
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• Tiffany & co adds to Lady Gaga's Super Bowl duties with first big game ad in two decades

  01-02-2017 14:07
  
  Lady Gaga’s involvement with the Super Bowl appears to be rather extensive, on top of a half time show and some activity with Bud Light, the official beer sponsor of the event, she’ll be featuring in an ad for Tiffany & co.
  The jewellery company announced on Tuesday that the popstar would indeed lead its marketing activity, the first it’s had at the Super Bowl for 20 years.
  “In New York, you're born knowing that Tiffany is the best, and that it is where the magic happ
  
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• London Advertising hires Chris Sutcliffe as client services director

  01-02-2017 13:58
  
  London Advertising has appointed Chris Sutcliffe as the agency’s client services director.
  Sutcliffe’s career has included roles with McCann Erickson, Universal McCann and Still Price Lintas, providing business strategy, marketing, business development and communications consultancy to clients including Coca Cola, Discovery Channel, Flora, Japan Airlines, Kingfisher, Microsoft, Nestlé, Range Rover and Unilever. 
  For 10 years, Sutcliffe was global marketing director of Ash
  
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• The Brooklyn Brothers unveils new global management team

  01-02-2017 13:55
  
  The Brooklyn Brothers has unveiled a new global management team, following its acquisition by Golin last year.
  
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• Goodway Group bucks the bro culture in tech

  01-02-2017 13:44
  
  It’s not necessarily a secret that, in tech, the ratio of women to men is out of balance. That ‘bro culture,’ however, doesn’t exist at programmatic company Goodway Group.
  According to the Bureau of Labor, in 2016, women accounted for 25% of all “computing occupations.” Further, Deloitte indicated “that figure is about the same as 2015, and may even be down. Gender imbalance in IT has been recognized as an issue since at least 2005.” There is
  
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• The risk and rewards of brands taking on Trump

  01-02-2017 13:38
  
  A lot can happen in 12 days. But few would have expected President Donald Trump to make so many radical changes in such a short space of time following his inauguration.
  In particular, Trump’s executive order to suspend the US refugee admissions system for 120 days and to ban all entry of citizens from seven Muslim-majority countries has been met with widespread anger. In fact, hundreds of thousands continue to take to the streets globally to protest against the controversial changes.
  And
  
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• Nobody likes a control freak: Rapp's Shiona McDougall on developing a client relationship without limits

  01-02-2017 13:27
  
  Chief marketing officers, marketing managers, creatives, agency folk – we’re all guilty of a little control freakery. I’m not talking about personal leadership styles (that’s a whole other story). I’m talking about the relationships between brands and consumers. Control in any relationship isn’t healthy. Controlling brand-consumer relationships does not end well either. Look at what happened to the music industry.
  You wouldn’t make the same mistakes thou
  
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• Gillette taps into Jim Telfer’s famous motivation speech in stirring British & Irish Lions film

  01-02-2017 13:20
  
  Gillette is leveraging the nostalgia of previous British & Irish Lions tours as it looks to build excitement for the rugby union team’s 2017 tour.
  The 60-second ‘The Honest Player’ film celebrates Gillette’s partnership with the Lions and marks the launch of the brand’s campaign for the upcoming tour in New Zealand which will take place between 3 June and 8 July.
  The film, developed by Grey London and produced by Believe Media, will air on TV for the first time
  
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• Heineken extends Champions League football sponsorship

  01-02-2017 13:12
  
  Heineken has extended its 23-year sponsorship of the Uefa Champions League for a further three years for an undisclosed amount.
  
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• Paramount breaks from conventional trailers and releases the first three minutes of horror movie Rings online

  01-02-2017 13:05
  
  Paramount Pictures had taken the unusual step of releasing the first few minutes of its latest movie to the public in an effort to generate buzz among horror fans.
  Publicising the impending return of The Ring franchise as ‘Rings’, the company hopes to get the word out about the movie before a horde of trailers land during the Super Bowl, with which it will no doubt be competing with.
  Rings’ YouTube channel hosts two new videos, a traditional trailer showing The Big Bang Theory&
  
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• Apple ‘dips toe’ in original TV content

  01-02-2017 13:02
  
  Apple chief executive Tim Cook has laid down the foundations of his plans to expand into original TV content, promising there are “more things planned” for Apple TV in 2017 that could see the media company compete with the likes of Netflix, Amazon and perhaps even Facebook.
  The iPhone-maker put a “toe in the water” after it bought popular online TV format Carpool Karaoke last July. It was also found to be the commissioner for the music video for Hotline Bling by Drake, wh
  
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• Director Refn to co-chair Brand Film Festival jury

  01-02-2017 12:48
  
  Nicolas Winding Refn, the Danish director, screenwriter and producer, is to join Nils Leonard as jury co-chair for the inaugural Brand Film Festival London.
  
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• Snapchat makes it easier for brands to share content with QR Snapcodes

  01-02-2017 12:39
  
  Snapchat is making it easier to share online content within its walls, allowing users to create QR 'Snapcodes' for any link. 
  The update means users won't be forced to exit the app to view websites that have been shared by creators, instead accessing them via a sharable icon captured using the Snapchat app camera. 
  Any Snapchat subscriber can create a QR code, but the clickable feature is likely to be of particular use to brands looking to boost engagement on the mobile messaging
  
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• Walkers launches Champions League campaign for sharing packs

  01-02-2017 12:21
  
  Walkers is today launching an eight-week TV campaign coinciding with the first knockout round of the Uefa Champions League.
  
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• EBay’s 'Programmatic Only Week' returns

  01-02-2017 12:03
  
  EBay has reprised its Programmatic Only Week initiative two years after its first trial, saying the industry has failed to fully embrace it.
  ‘Programmatic Only Week’ will be run by the advertising division of the marketplace between 6-12 February which will see it serve only ads bought on a programmatic basis, and only accepting bookings made programmatically.
  EBay recently found that over two thirds (69%) of its top advertisers now buy 90% or more of their adverts programmatically.
  
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• Heineken deepens its ties with the Uefa Champions League

  01-02-2017 12:00
  
  Heineken has extended its sponsorship agreement with the Uefa Champions League (UCL) for an additional three-years as the brand presses ahead with its efforts to grow its global market share through sports sponsorships.
  The new deal builds on the relationship between the pair which dates back to 1994 and will see the brewer continue to sponsor the football tournament until the end of the 2021 competition. The contract also includes the Uefa Super Cup from 2018 until 2020.
  Heineken’s global
  
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• Carling aims for simplicity with brand refresh

  01-02-2017 12:00
  
  Molson Coors has unveiled a redesign for its Carling product range - a week after Havas London was appointed as the lager brand's new creative agency.
  
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• Value Retail seeks agency for £10m Euro media task

  01-02-2017 11:52
  
  Value Retail, the owner of outlet shopping centres including Bicester Village, has launched a review of its estimated £10m European media account.
  
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• Agencies line up for government road-safety campaign

  01-02-2017 11:47
  
  The government has launched its first major ad review under the new agency roster framework as it seeks a shop for the Think! road-safety campaign.
  
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• Young people demand honesty from online brands

  01-02-2017 11:46
  
  Honesty, loyalty and sincerity are the top values that young people are seeking from brands, a study from McCann Worldgroup has found.
  
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• Turkey of the week: Campari "Killer in red" by JWT Milan

  01-02-2017 11:43
  
  Brittaney Kiefer is annoyed by Campari's overindulgent ad.
  
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• Nintendo commits to mobile gaming with up to three titles per year

  01-02-2017 11:43
  
  Nintendo has committed itself to a pipeline of between two and three mobile games per year as it ramps up efforts to diversify from home consoles to smartphones.
  Following on from the success of Super Mario Run and continued strength of Pokemon Go Nintendo will attempt to turn around its flagging fortunes by focusing on the growth potential presented by the sector.
  The move was announced by president Tatsumi Kimishima after the venerable gaming giant was forced to slash its expected full-year op
  
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