Marketing news

• Big game, big stakes: gaining a guarantee on Super Bowl advertising investment

  02-02-2017 23:24
  
  In the “Monday Morning Quarterbacking” discussion, much will be made of ads that air on Sunday night during Super Bowl 51, from all manner of industry ‘experts.’ Rankings will be published the morning after Game Day, celebrating ad winners not the prevailing football team.
  But in the ad competition the only opinions that really count are those of consumers who’ll eventually respond – or not– to what brands had to say during this year’s game. Stakes
  
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• Amazon Prime sign ups help its revenues surge 22%

  02-02-2017 23:07
  Amazon sales have rocketed year over year by 22% to hit $43.7bn during the final quarter of 2016, with net sales income for the full year also experiencing a remarkable increase hitting $136bn, with chief executive Jeff Bezos crediting the success to its Amazon Prime offering. 
  “Prime members can now choose from over 50 million items with free two-day shipping — up 73% since 2015. Prime Video is now available in more than 200 countries and territories. Prime Now added 18 ne
  
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• WPP merges Landor and Designworks Australia

  02-02-2017 23:00
  
  WPP AUNZ design and branding agencies Landor and Designworks Australia have merged to create one agency. 
  The combined business will operate under the Landor brand and will be led by Landor managing director Dominic Walsh. Walsh will report to Designworks chairman and group CEO Sven Baker, who assumes the role of executive chairman at Landor. 
  Brad Doble, currently managing director of Designworks Australia's managing director Brad Doble will assume the role of managing partner in Sydn
  
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• BBDO’s Chris Vega named Young Innovator Award Winner

  02-02-2017 20:15
  
  In an impressive field of finalists, Christopher Vega, creative resident/copywriter at BBDO has emerged as the winner of the 4th Young Innovator Award. In partnership with The Advertising Club of New York, Google and The Drum, the award recognizes and rewards excellence and innovation by young professionals in advertising, marketing and media.
  Vega, a native Californian, has dedicated himself to bringing more diversity into the industry through a free, eight-week portfolio class he pioneered at
  
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• Under Armour to sell first US-made clothing

  02-02-2017 20:00
  
  Under Armour is checking off another first. The athletic apparel brand will sell its first apparel collection that is completely made in the US. The line, called the Arris Project, will be produced at UA’s Lighthouse, which is the brand’s Port Covington location for manufacturing and design.
  The apparel has an initial run of 2,000 pieces — $120 for the leggings and $50 for the sports bra.
  The UA Lighthouse is UA’s first foray into local-for-local manufacturing to bri
  
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• 2017 is adtech’s year of opportunity

  02-02-2017 20:00
  
  With the popular perception being that storm clouds are gathering over the adtech sector, Rob Webster, chief strategy officer of Crimtan, offers a contrary assessment, pointing out that market rationalization poses opportunity for those that have learned their lessons from the past. 
  Many commentators have predicted a terrible year for adtech in 2017, but I think they’re being far too pessimistic and adtech is ripe for a resurgence. The share price of public adtech companies such as R
  
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• General Motors retains Publicis following review

  02-02-2017 19:58
  
  Publicis creative agency Engage-M1 has retained the Detroit-based General Motors Corporation (GMC) account following a recent review. 
  The appointment will see Publicis utilise its 'power of one' strategy to help GMC drive growth going forward, co-led by Leo Burnett and DigitasLBI, and utilizing talent from Fallon, Publicis WW and the Martin Retail Group.
  The review is understood to have also included The Martin Agency and Mcgarrybowen. 
  Last year, Publicis also won back Special K bran
  
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• 'A crack in American values': Middle East agency leaders respond to Trump immigration ban

  02-02-2017 19:18
  
  Four strongly worded essays decry the state of US politics and the silence of the American communications industry.
  
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• Bud Light’s Spuds MacKenzie is back in a Super Bowl spot that feels a little like A Christmas Carol

  02-02-2017 18:54
  
  Bud Light, which happens to be the Official Beer of the NFL, will showcase a 90-second Super Bowl spot as part of its new campaign, Famous Among Friends, which brings back the most famous and friendliest bull terrier in advertising history, Spuds MacKenzie. 
  This marks the 30th anniversary of Spuds’ Super Bowl debut in 1987, which doubled as his introduction as a Bud Light mascot.
  Since then, Spuds has died, so it is apropos he returns as 'Ghost Spuds' in a Dickens
  
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• It's time for brands to stop the social pollution

  02-02-2017 18:03
  
  Most people’s new year’s resolutions have probably been put to bed already because let’s face it, they’re unrealistic. Dry January, anyone? But actually, marketing is more in need of a detox than most people. When it comes to 2017 resolutions, I think we should all start being more realistic with our clients (and ourselves) about what is actually being achieved through social.
  Until the next big thing comes along, social is going to continue to be the most effective, valu
  
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• Programmatic: Is going in-house the wrong answer to the right question?

  02-02-2017 17:56
  
  Some 90% of advertisers are reviewing and resetting how they buy programmatic ads as concerns around transparency, rebates and ad fraud rise.
  That was the conclusion of study by the WFA this week, which found in-house desks are now used by a fifth of its members, up from almost none two years ago. And use of private marketplaces where advertisers deal directly with publishers is increasing 67%.
  READ MORE: 90% of advertisers looking to change how they buy programmatic ads
  The need for a new
  
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• How to truly use AR and VR to tell your story

  02-02-2017 17:43
  
  Augmented reality and virtual reality can be a powerful tool for brands, but only if used to its fullest potential.
  
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• Entercom merges with CBS Radio to create second biggest US radio company

  02-02-2017 17:01
  
  Entercom Communications has merged with CBS radio, creating a radio platform with a nationwide footprint of 244 stations, including 23 of the top 25 US markets, as well as robust digital capabilities plus a growing events platform. The new company will be led by Entercom president and chief executive David J. Field, according to a release on the company’s website.
   
  “This agreement is great for shareholders and achieves our previously stated objectives by separating our radio bu
  
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• Tinder adopts programmatic advertising

  02-02-2017 16:49
  
  The dating app partners with Facebook's Audience Network.
  
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• The New York Times is launching on Snapchat Discover

  02-02-2017 16:08
  
  The New York Times is the latest media outlet to launch on Snapchat's Discover platform for publishers. 
  The newspaper has not revealed when it will land on the messaging app, but did say that shortly it will creating a daily edition of its popular morning briefing for readers in the US, Canada and Australia from Monday through to Friday. 
  Snapchat's partnership with the Times adds to its roster of 40 publishers already publishing content within the app's walls, including BuzzFeed
  
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• Wunderman NY hires two new group creative directors

  02-02-2017 15:04
  
  Global digital agency Wunderman has appointed Kat Gates and Jeffrey Castellano as group creative directors in its flagship New York office. The two will oversee day-to-day creative strategy for agency clients, including United Airlines, Danone, Coca-Cola, Isle of Capri, E*Trade and the Major League Baseball Players Association, and will report directly to chief creative officer Sami Thessman.
  The hirings are part of Thessman’s plan to expand Wunderman NY’s creative offering. Arriving
  
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• Vox Pop: Has marketing had enough of experts? (Part 1)

  02-02-2017 14:42
  
  During last year’s Brexit referendum campaign, Leave campaigner Michael Gove famously asserted that “people have had enough of experts”.  We asked The Drum Network’s member agencies if he was correct and, if so, do expert spokespeople still have a valid role to play in promotional marketing campaigns?
   
  Gavin Sherratt, managing director, Mashbo
  There’s always room for experts, if what they are saying is backed up with evidence, conviction, values and heart
  
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• Phew what a scorcher! David Hockney redesigns The Sun's masthead

  02-02-2017 14:26
  
  David Hockney has redesigned The Sun's masthead for a one-off edition of the red-top tabloid.
  
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• And the Oscar for best movie poster design goes to...?

  02-02-2017 14:00
  
  Moonlight, Manchester by the Sea, Fences, Lion, Hacksaw Ridge, Hidden Figures, La La Land, Hell or High Water and Arrival were all nominated for best picture at the Academy Awards this year, but which of the posters for this year’s top movies is worthy of the coveted gold statue?
  Much like any branding or communications, designing a memorable movie poster is a tough nut to crack.
  With only a single image to play with, it needs to grab the attention, entice at a glance while encapsulating t
  
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• More advertisers set to join P&G's war on ‘murky’ online media powerbrokers

  02-02-2017 13:58
  
  Procter & Gamble isn’t the only big-spending advertiser threatening to pull spend from online media’s powerbrokers should they fail to clean up the “murky”, “fraudulent” supply chain. There are other marketers mulling similar ultimatums who may now feel inspired to go public.
  They have been inspired because P&G’s Marc Pritchard has come out and said what many couldn’t; his withering assessment of an online mediascape bedevilled by being cou
  
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• The Drum Network's Q&A: Selesti discusses the need for agencies to expand digitally

  02-02-2017 13:31
  
  The Drum Network speaks to Ollie Blackmore, founder of digital marketing and SEO agency, Selesti, about the journey from starting the business in his spare room in 2005 to acquiring rival search companies years later.
  Tell us how Selesti came into existence?
  Having worked in-house and agency side on design, development, ICT and project management for years, I had an overwhelming desire to venture out on my own to work with growing companies across a range of disciplines. It felt like a natural p
  
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• Gumtree's head of programmatic: 2017 won't be the year for programmatic TV

  02-02-2017 13:04
  
  Ahead of The Drum's Digital Trading Awards, judge Adam Parker - Gumtree's head of programmatic and audience - dissects the major concerns in the sector and what he expects to see in 2017.
  It's been a rocky start to the year for the programmatic sector with numerous companies making layoffs and more recently one the world's biggest advertisers laying down a new set of rules if it's going to keep putting money into the "murky" media supply chain.
  The theme of the awards this year is
  
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• DNA Recruit: Content Marketing Executive -Retail and Design Agency - London

  02-02-2017 13:00
  
  £32000.00 per annum:DNA Recruit:
  If you're looking to get a foot on the ladder in the retail and design space this could be the job for you.
  London
  
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• Super Mario Bowl: Nintendo to debut at the big game with a Switch ad

  02-02-2017 12:53
  
  Gaming giant Nintendo has never splurged on a Super Bowl ad, a surprising fact when you consider the fact that upstarts in mobile gaming like Clash of Clans, Mobile Strike and more, beat it to the punch.
  Now, roughly a month before the 3 March launch of its next gen, on-the-move gaming console, the Switch, the company is hoping to capture as broad an audience as possible at the Super Bowl as it ensures its hardware can relive the mainstream success of the Wii.
  The ad will cost the Japanese compa
  
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• Suki Thompson: 2017 is the tipping point for marketing transformation

  02-02-2017 12:50
  
  Close your eyes for a moment and think about the one big thing that has happened in your business environment over the past year that has directly impacted you.
  Brexit and economic instability, tech disruption, being hired and fired, downsizing, new marketing and agency structures, information overload, the need for speed… the list is endless.
  For the marketing industry, change has been huge.
  “The defining challenge for marketing organisations in the 21st century is structural,&rdq
  
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• Adidas tells the stories of female athletes' struggles with 'Unleash Your Creativity' campaign

  02-02-2017 12:41
  
  Adidas has launched a female centric global campaign titled 'Unleash Your Creativity' which tells the stories of 15 women athletes and builds on the brand’s marketing around defying convention.
  The campaign, created with 72andSunny, launches with a 30-second ad featuring Karlie Kloss, British and European kick-boxing champion Ruqsana Begum, WNBA all-star Candace Parker, fitness influencer Hannah Bronfman and more.
  It also includes a multi-athlete TV spot and short film series that brings t
  
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• P&G is leading the way out of the viewability rabbit hole

  02-02-2017 12:32
  
  In an endless pursuit of viewability, the digital advertising industry has ended up in somewhat of a rabbit hole. Just like Alice on that infamous descent into Wonderland, we have chased an enticing opportunity – a metric that gauges if ads can make an impact – only to find ourselves in the dark when it comes to understanding the bigger picture of campaign performance.
  Now the world’s largest advertiser, Proctor and Gamble (P&G), is leading the way out of the rabbit hole by
  
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• Major brands are leading the way out of the viewability rabbit hole

  02-02-2017 12:32
  
  In an endless pursuit of viewability, the digital advertising industry has ended up in somewhat of a rabbit hole. Just like Alice on that infamous descent into Wonderland, we have chased an enticing opportunity – a metric that gauges if ads can make an impact – only to find ourselves in the dark when it comes to understanding the bigger picture of campaign performance.
  Now the world’s largest advertiser, Proctor and Gamble (P&G), is leading the way out of the rabbit hole by
  
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• Mastercard’s CMO on why storytelling is dead

  02-02-2017 12:29
  
  How has Mastercard’s marketing vision changed to connect with a broad audience?
  The velocity of technology’s evolution has created huge opportunities for brands to build more meaningful connections with consumers. We recognise this opportunity to connect with consumers in a way that turns marketing into a force multiplier for our brand and business.
  We have re-engineered our efforts internally so we can provide more value to the connected consumer. We accomplish this in four wa
  
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• Video Advertising Bureau study finds TV drives 79% of trending topics on Twitter in prime-time

  02-02-2017 12:26
  
  Live television is not a dead medium, despite the buzz out there, so finds a new report by the Video Advertising Bureau. The report, #TVisSocial, found that TV programs are buzzing on Twitter during primetime hours, accounting for as much as 87% of trending topics on a given night.
  The study followed primetime Twitter topics for a month this past fall and its findings counter the mounting misperception that social media is separate from live TV audiences. It also amplifies earlier findings that
  
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• Lego Batman to dole out justice as Channel 4’s continuity announcer in Warner Bros alliance

  02-02-2017 12:26
  
  Warner Bros is getting the word out about its incoming animated superhero flick Lego Batman by securing the Will Arnett-voiced vigilante an announcer spot with Channel 4 in the UK.
  In the run-up to the movie’s release 10 February, Batman will pop up during Channel 4’s editorial announcements across the four days, going back and forth with the announcer as a dynamic duo of sorts.
  The deal, put into action by PHD, Drum and 4Sales through its creative arm PL4Y, will also grant the
  
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• IPG Mediabrands draws Wimbledon, Canon and Malaysian Airlines to first social media and digital content agency

  02-02-2017 12:19
  
  Canon, Wimbledon, The Economist and Malaysian Airlines are among the first brands to take advantage of IPG Mediabrands' newly opened social and digital content agency.
  Called Mediabrands Society, it’s the network's first fully integrated offering in this space and will offer clients a combination of strategy, creative, influencer marketing, production, distribution, paid social and analytics. The division is also selling its services on its own on-demand newsroom model as well as influence
  
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• Y&R London launches branded content division

  02-02-2017 12:02
  
  Y&R London has launched a branded content division led by specialists with a background in publishing and online media.
  
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• Marketers predict death of cookie-based advertising by 2018

  02-02-2017 11:49
  
  Over half of digital marketers believe cookie-based advertising will die out in the next 12 months as "people-based" marketing budgets grow, research has found.
  
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• GroupM taps appoints Mindshare UK COO Paul Rowlinson to lead mPlatform

  02-02-2017 11:37
  
  GroupM has announced that Mindshare UK chief operating officer Paul Rowlinson will take up the role of managing director at the group's data and ad tech unit mPlatform. 
  Rowlinson has 22 years’ experience in the industry and has been at Mindshare for 13 of them, originally joining as head of investment and working his way up to his most recent role. 
  In his new position he will work closely with  Alex Stil, president of mPlatform in the EMEA reg
  
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• Facebook’s Sheryl Sandberg breaks Women’s March silence

  02-02-2017 11:35
  
  Facebook’s chief operating officer Sheryl Sandberg has broken her silence over a recent Women’s March demanding female equality in the US just a day after publicly rebuking president Donald Trump for fostering a "harsher immigration climate" since entering the White House.
  Addressing the Watermark Conference for Women Sandberg tackled head-on the puzzlement expressed by many over an apparent lack of interest in what may have been the largest protest ever staged in Amer
  
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• UKTV top marketer Clapp joins Thinkbox board

  02-02-2017 11:31
  
  UKTV's top marketer Zoe Clapp has joined the board of commercial TV trade body Thinkbox alongside some of the leading sales chiefs in the broadcast media industry.
  
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• Reddit bans two high profile alt-right subreddits over content violations

  02-02-2017 11:08
  
  Reddit has banned two well-known alt-right groups, a loosely defined umbrella term to bracket white nationalists, after they were found to be disseminating personal information, in contravention of the social news platforms policy.
  Known as doxing, the practice of publicising personal and confidential information is a clear violation of Reddit’s content policy, prompting moderators to block access to both the r/altright and r/alternativeright subreddits.
  Explaining their decision in a stat
  
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• P&G’s media crackdown is just the start as industry looks to “change for the better”

  02-02-2017 11:00
  
  The ad industry has reacted positively to Procter & Gamble’s (P&G) call to increase transparency around media buying and viewability, but is hoping it will just be the “starting point” for radical change.
  Last weekend, P&G’s chief brand officer Marc Pritchard called for the industry to increase transparency around media buying and viewability and criticised the “murky” supply chain.
  “We have a media supply chain that is murky at best and fra
  
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• Facebook shakes off metrics ‘concerns’ as its revenues jump again

  02-02-2017 11:00
  
  Facebook’s ad business saw revenues jump again as the social network shook off growing concerns from marketers about measurement, transparency and viewability.
  The social network’s revenues were up 51% in the fourth quarter to $8.8bn (£6.9bn), while net income came in at $3.5bn (£2.7bn). Facebook now has 1.9 billion monthly active users, with 1.2 billion of those logging on every day.
  The revenue jump beat analyst expectations and comes despite Facebook’s admission
  
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• Group M's [m]Platform appoints Mindshare's Rowlinson as UK MD

  02-02-2017 10:46
  
  Paul Rowlinson, Mindshare's chief operating officer, has been named UK managing director for [m]Platform.
  
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• Facebook outperforms expectations as profits double to $3.57bn

  02-02-2017 10:34
  
  Facebook has surpassed analyst forecasts courtesy of a strong performance from its mobile ad business which saw quarterly profits soar to $3.57bn, up from just $1.56bn a year ago, on the back of $8.81bn in revenues for the period – up from $5.84bn a year ago.
  The bumper figures come despite the network being at the centre of conversations around fake news as it sought to defend its role in promoting fabricated news during the US election.
  In a separate blow, it also admitted
  
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• Facebook brushes off ‘fake news’ scandal by smashing earnings forecasts

  02-02-2017 10:34
  
  Facebook has surpassed analyst forecasts courtesy of a strong performance from its mobile ad business which saw quarterly profits soar to $3.57bn, up from just $1.56bn a year ago, on the back of $8.81bn in revenues for the period – up from $5.84bn a year ago.
  The bumper figures come despite a fake news scandal which saw the social media giant thrust under the spotlight for all the wrong reasons as it sought to defend its role in promoting fabricated news during the US election, and a
  
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• Why brands are getting political

  02-02-2017 10:25
  
  Lyft and Airbnb have experienced a brand boost from their strong stance on president Trump's immigration ban with significant implications for brands.
  
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• TalentHub: Dublin Calling – Great Opportunities Available

  02-02-2017 10:22
  
  Competitive:TalentHub:
  Ireland is experiencing a phenomenal wave of opportunity and we want to hear from anyone who may consider a relocation.
  Dublin, Ireland
  
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• Facebook places focus on snackable content as Mark Zuckerberg lays out video ambitions

  02-02-2017 10:15
  
  Facebook founder and chief Mark Zuckerberg has outlined the company's ambitions to become a destination for premium shot-form, YouTube style video.
  Speaking during Facebook's quarter four earnings call yesterday (1 February) the tech boss described video as "a mega trend on the same order as mobile," and said Facebook would be looking for new ways to grow its video ecosystem over the coming years. 
  As it doubles down on video the social network will roll out its dedicated video tab glo
  
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• International law firm appoints Connect to marketing brief

  02-02-2017 10:05
  
  Leading international legal services provider Gateley Plc has appointed growing midlands-based agency Connect to manage all of its marketing and communications in the year ahead.
  Gateley Plc became the first UK law firm to list on the Alternative Investment Market in 2015 and now operates from offices across England, Scotland and Dubai after a decade of national mergers, acquisitions and office launches.
  Birmingham and Wolverhampton -based gency Connect will now work with the full-service law fi
  
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• Heroes Vodka designed by RRD Creative pledges profits to UK armed forces

  02-02-2017 10:00
  
  Heroes Vodka, a new distilled spirit brand has pledged to donate a minimum of 20% of the profits to UK armed forces charities. Heroes Vodka is a seven times distilled, full-bodied wheat grain vodka set up by ex-military veteran, Chris Gillan, who served three tours for the UK Armed Forces before setting out on his venture. 
  The profits will be split evenly between: Royal Navy & Marine Charity, ABF The Soldiers Charity and Royal Air Force Benevolent Fund.  As well as donating profit
  
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• Apple, Facebook, Google and Uber prep letter to oppose Trump travel ban

  02-02-2017 09:58
  
  Four of America’s largest tech firms have begun coordinating their resistance to a travel ban imposed by president Trump, by drafting a joint letter outlining their pro-immigration stance.
  Up till now Apple, Facebook, Google and Uber have made their views independently but are now collaborating in a bid to maximise the chances of their voices being heard.
  A draft of the letter published by Recode highlighted the ‘contributions of immigrants from all backgrounds’ as a prerequisi
  
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• Investment banks frustrated by secretive Snap ahead of IPO

  02-02-2017 09:26
  
  Snapchat’s parent company Snap has upset several investment banks keen to serve as underwriters on its looming IPO after denying them access to review its figures before the data is publicised later in the week.
  The cloak and dagger approach follows allegations the business manipulated user figures and has rattled bankers upset at Snap’s secretive stance, borne out of a number of leaks, placing the banks between a rock and a hard place as they weigh up the advantages of being associa
  
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