Marketing news

• P&G dispatches Tide Loads of Hope to Louisiana residents affected by recent storms

  10-02-2017 19:03
  
  Procter & Gamble said its detergent brand Tide is bringing mobile relief via its Loads of Hope program to residents of Southeast Louisiana impacted by recent tornados.
  According to a press release, the Tide Loads of Hope mobile laundry truck and a P&G mobile disaster response unit have been sent to help individuals and first responders in need of personal care items, cleaning products and laundry services.
  The Tide Loads of Hope mobile laundry vehicle, which the brand said is powered by
  
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• What’s the state of influencer marketing in 2017?

  10-02-2017 18:29
  
  According to a study from market research company eMarketer last year, influencer marketing is rapidly growing in part because it can yield more authentic content – and it can help combat ad avoidance among consumers.
  At a recent panel sponsored by influencer marketing platform Julius, in partnership with The Drum, influencer marketing experts gathered to talk about what influencer marketing is today, who is doing it well – and even how to measure it.
  Per Jared Augustine, CEO of
  
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• JetBlue makes special 'Grammy Rescue Flight' from New York to LA

  10-02-2017 18:17
  
  New Yorkers who were hoping to squeeze in a few extra days in LA before this weekend’s Grammy Awards found themselves in a frenzy on Thursday when thousands of flights were canceled due to the massive snowstorm that hit the Northeast.
  But some lucky travelers were able to score a last-minute early morning flight on Friday, thanks to JetBlue. According to Billboard, the airline added a “Grammy Rescue Flight” to its flight schedule to ensure that Grammy-goers would be able to mak
  
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• Are brands convinced Snapchat is the new TV?

  10-02-2017 18:04
  
  Snapchat’s efforts to prove millennials are turning it into the ‘new TV’ has started to leave marketers in the dark as to why they should spend big on content that will be shortlived.
  That’s not to say they aren’t tempted by the platform’s vision for mobile TV. Rather they are struggling to understand what that pitch means for them and how to activate it. What’s more, Facebook’s unabashed attempt to imitate the app’s core features over the la
  
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• Battle of the music platforms: how are Apple, Spotify and Sonos reaching out to music fans?

  10-02-2017 17:52
  
  Music is a powerful old thing. It has the ability to draw tears from the hardest of rocks, bring back the most distant memories and get people dancing, even when they really shouldn’t be. It’s a provocative, immersive, collaborative, electric, personal, buzzword-friendly medium.
  Since the turn of the century, music has seen a monumental shift – from that famous black turtleneck bringing about an iTunes revolution, to unlimited choice at the touch of a button (or utterance of a
  
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• Facebook signs up to Media Rating Council auditing

  10-02-2017 17:45
  
  Facebook has committed to being audited by the Media Rating Council in an attempt to be more transparent.
  
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• UX and SEO - a match made in heaven?

  10-02-2017 17:36
  
  Over the years, Google’s constant crack down on shady SEO practices has caused SEO techniques to evolve. Furthermore, the rise of mobile recently changed the nature of search results on Google, where search listings now rank based on the mobile version of a website’s content. i.e. Mobile-First Index Update.
  Search engines are better at understanding users’ intent, and try to behave like real human beings. They are now capable of recognising and understanding the context around
  
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• Business on the Move: Sainsbury’s, Boots, ITV

  10-02-2017 17:16
  
  Boots has tasked Ogilvy & Mather with creative duties in the UK a week after owner Walgreen Boots Alliance pulled all its global its marketing and media responsibilities into WPP.
  The appointment signals the end of the UK retailer’s 13-year relationship with Mother as Boots’ former senior marketer and current managing director Elizabeth Fagan puts integration front and centre of her plan for the business.
  Sainsbury’s 22-year partnership with PHD has come to a close as WPP a
  
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• Is there still room for the ‘big idea’ in modern marketing?

  10-02-2017 17:10
  
  In today’s world of digital engagement, native advertising, social influencers and crowd-sourced creative, we increasingly see advertising activity dispersed into ‘penny pockets of invisibility’ adding up to brand fragmentation rather than brand building.
  According to Yankelovich, consumers today are bombarded by 5,000 ad messages every day – try remembering just one you saw yesterday? 
  Sadly, the traditional skills of an ad agency, strategic thinking and developing
  
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• Facebook agrees to be audited by Media Rating Council following misreporting scandal

  10-02-2017 17:02
  
  Facebook has agreed to be audited by the media industry’s measurement watchdog, the Media Rating Council (MRC), following backlash from the ad industry for its misreporting of data.
  The MRC will verify the accuracy of the information it delivers to partners, after revelations last year that it had been misreporting its metrics for video ads and publisher partners. 
  Pressure mounted on the platform last week when Marc Pritchard, chief brand officer for Procter & Gamble, c
  
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• M&S’s Nathan Ansell on proving the value of customer experience

  10-02-2017 16:43
  
  Customer data must be shared “as far and wide as possible” within a business to ensure the commercial benefit of investing in customer experience is fully understood by all departments. That is the view of Nathan Ansell, global director of loyalty, customer insight and analytics at M&S and former head of brand and marketing for M&S Food.
  “It is hugely important, particularly for some of our more commercial colleagues in the organisation, to show there is a direct link
  
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• Chandelier embraces Cindy Gallop’s “Make Love Not Porn” with launch of social sex documentary

  10-02-2017 16:04
  Cindy Gallop is one of the most influential people in the advertising industry today. The former advertising executive and founder of BBH New York has become known for her relentless pursuit of gender and racial equality within the industry, a mission that’s landed her keynote speaking gigs at high-profile conferences like 3% and amassed her tens of thousands of Twitter followers along the way.
  Yet despite her clout, the industry has largely shied away from Gallop’s sex startup,
  
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• Interpublic revenue up 3.2% after healthy US sales

  10-02-2017 15:59
  
  Interpublic, the owner of R/GA and McCann advertising networks, reported a 3.2% increase in revenue last year after its domestic sales in the US surged by nearly 5%.
  
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• IPG reports strong fourth quarter earnings

  10-02-2017 15:42
  IPG has a reported a fourth-quarter income of $317.6m, up from $260.3m during the year prior.
  The holding company, whose agencies include FCB, Huge and R/GA, brought in $2.26bn in revenue during the fourth quarter of 2016. In the fourth quarter of 2015, IPG posted $2.20bn in revenue.
  According to the company, IPG’s fourth-quarter organic revenue increased 5.3% compared to the prior-year period. IPG’s organic revenue increased 7.8% internationally and 3.3% in the US.
  "Across the board
  
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• In tune with the brand: Empowering the next generation of music makers

  10-02-2017 15:31
  
  The Recording Academy has one night a year on the global stage. Made up of musicians, producers, recording engineers and many others in the music industry, it is the non-profit organization behind star-studded awards ceremony the Grammys.
  For the other 364 days of the year, Evan Greene – who has served as the organization’s chief marketing officer for nearly 14 years – and his team dedicate their time to supporting the industry.
  The Academy is dedicated to empowering the next g
  
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• Twitter looks to partner with the NFL 'in a bigger way' as it ups its live sports focus

  10-02-2017 15:22
  Twitter is looking to build on the success of its NFL live streaming deal after revealing that it will look to partner with the league in a “bigger way” going forward.
  The comments were made by the social media platform’s chief operating office, Anthony Nato, during a recent post-earnings call with analysts.
  Nato said that the $10m deal with the NFL to live stream 10 Thursday night games “exceeded our expectations on both revenue and profitability for both us and our part
  
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• M2M and Maybelline highlight three up-and-coming women in “A New York Minute”

  10-02-2017 14:41
  
  Maybelline is veering away from the high-gloss glamor of the standard makeup ads to dig deeper into three distinct New York personalities with its “A New York Minute” video series, in collaboration with Made to Measure (M2M), a premium fashion video network that covers the world of fashion and style through fresh and culturally relevant storytelling.
   
  M2M, started by IMG in late 2015, launched the branded content series for Maybelline New York to coincide with the start of New
  
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• Can Twitter turn its ‘influence and impact’ into ad ventures?

  10-02-2017 14:30
  
  Twitter’s disappointing fourth quarter results, with advertising revenue falling for the first time since its IPO, show it needs to do more to appeal to advertisers.
  Twitter reported a loss of $167m (£133m) in the final quarter of 2016, compared to a $90m (£72m) loss in the same period in 2015.
  Its active users increased by 4% to 319 million, as people turned to the social platform to follow and react to US President Donald Trump. But its revenue from ads fell slightly to $638
  
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• Can Twitter turn its ‘influence and impact’ into ad revenues?

  10-02-2017 14:30
  
  Twitter’s disappointing fourth quarter results, with advertising revenue falling for the first time since its IPO, show it needs to do more to appeal to advertisers.
  Twitter reported a loss of $167m (£133m) in the final quarter of 2016, compared to a $90m (£72m) loss in the same period in 2015.
  Its active users increased by 4% to 319 million, as people turned to the social platform to follow and react to US President Donald Trump. But its revenue from ads fell slightly to $638
  
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• ITN loses Lego ad break takeover lead and head of branded content Simon Baker to TCO London

  10-02-2017 14:09
  
  Simon Baker has left ITN Productions to become managing director at TCO London. 
  Baker will be the first managing director in the agency's 10-year history to join, and will be tasked with developing campaigns and media partnerships for the firm. He will also lead the team behind millennial-focused work for the likes of Google, Levi's and Volkswagen.
  Baker is a trailblazer in the branded content space, having launched ITN’s branded content division in 2010. He brings experience working
  
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• Meet this year's judges for The Drum's 50 women under 30 in Digital

  10-02-2017 14:00
  
  The Drum’s annual 50 under 30 feature, will once again shine a light on just some of the female professionals who are taking strides forward within in the digital industry.
  The list, created with the help of our readers who nominated women who they felt had gone above and beyond before reaching the age of 30, was curated to the final 50 with the help of an eight-person industry panel.
  Here's who was on the judging panel this year:
  Ali Hanan, a freelance creative director and copywrite
  
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• NBA to launch esport league with Take-Two Interactive

  10-02-2017 13:48
  
  The NBA has agreed terms with videogame developer Take-Two Interactive to create a professional esports league using the NBA 2K series.
  The partnership will allow all NBA’s teams to compete in the esport league which is expected to launch next year.
  The league will use Take-Two Interactive’s NBA 2K franchise which has been the official videogame of the NBA since the two struck a licensing deal in 1999.
  Take-Two and the NBA said the esports league will operate with player salaries, ma
  
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• The golden rules for music brand partnerships according to ATC's Gary Cohen

  10-02-2017 13:45
  
  Gary Cohen, brand partnerships director at UK music management company ATC, gives his take on how artists and brands can create seamless collaborations that work for all involved.
  As a broader range of brands look to engage with music artists and events, there are a few golden rules that both artist and brand should adhere to when approaching potential partnerships to ensure maximum return.
  For the artist:
  1. Authenticity – are you a genuine fan of the brand and can you credibly advocate o
  
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• People on the move: CleverTap, Neo@Ogilvy, Mindshare and more

  10-02-2017 13:30
  
  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 EMEA, APAC and North America below.
  EMEA
  ​Vogue
  Elli Papadaki has vacated her role as the Financial Times’ global head of programmatic to take up a similar (yet newly created) role with fashion bible Vogue, as its publisher Condé Nast International attempts to bolster advertising yield using adtech.
  Papadaki left the FT, a co
  
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• Sex sells, but what about sexuality? It's time for real diversity of sex, gender, creed and colour in advertising

  10-02-2017 13:25
  
  As a professional photographer based in London with an international client base, I am constantly looking at advertising and how images are used to tell a story. As a lesbian, rarely do I see any that reflects the every day world I inhabit or aspire. 
  It’s both interesting and confusing that the only mainstream ads I see featuring LGBT people seem to be gay, white men. They usually fall into just two categories - young, trendy and slim or handsome, older and established affluent types
  
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• L’Oréal looks to capitalise on ‘golden age of beauty’ with ecommerce push

  10-02-2017 13:13
  
  L’Oréal says it wants to take a “pragmatic” approach to its online selling, as it looks to become “a leader in digital beauty” and have more personalised interactions with consumers.
  The beauty giant revealed its full year results this morning (10 February), showing that like-for-like sales grew 4.7% to €25.8bn (£22bn), with sales increasing 10% in the UK. Its operating profit was €4.5bn (£3.84bn), representing 17.6% of sales.
  The compa
  
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• Power 100 Party: This is the greatest time to be a marketer, says Unilever's Keith Weed

  10-02-2017 12:56
  
  The cream of the marketing industry came together last night to celebrate the unveiling of the Power 100 2016, in association with SapientRazorfish.
  
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• Red passion, black credibility and orange extroversion: what does your brand's colour say about you?

  10-02-2017 12:49
  
  Red alert, green well-being or blue sweetness? What does your brand's logo really depict about your core messaging?
  80 percent of the visual information we receive from a brand's logo comes from its colour, provoking a psychological reaction to the brand itself.
  Insurance provider Towergate, in collaboration with digital and SEO agency Builtvisible, has created an infographic revealing the role of colour in determining people’s initial impressions of a brand.&
  
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• Watch: Garnier launches Ultimate Blends pop-up

  10-02-2017 12:46
  
  L'Oreal has opened The Blends Room, a pop-up experience for Garnier Ultimate Blends as part of its "Blended with love" campaign.
  
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• The Football Pools backs major multi-format campaign with Media Agency Group

  10-02-2017 12:43
  
  The Football Pools has launched a major multimedia marketing push that aims to propel the sports betting organisation back to the forefront of the sports betting industry.
  Launched in collaboration with Media Agency Group (MAG), the UK-wide campaign is comprised of nationwide TV, radio and out of home (OOH)advertising, and debuted during ITV’s coverage of the RBS Six Nations match between Italy and Wales last Sunday.
  The campaign stars several celebrities including actor Ricky Tomlinson, W
  
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• Music that made the ad: Creative Works special feat. AMV BBDO, Wieden+Kennedy, TBWA and more

  10-02-2017 12:30
  
  In the latest issue of The Drum we take a break from our typical Creative Works – which celebrates the best new work from the world of advertising – in favor of a collection of music-led ads from recent years.
  Teaming up with Clio Music, we explore the beautiful marriage of music and creativity – and remember some of our favorite Clios winners.
  Nicole Purcell, the president of Clio Awards and All Creative World, says: “Music and advertising have the power to launch a bran
  
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• Watch: Top marketers discuss their biggest challenges at Campaign's Power 100 party

  10-02-2017 12:21
  
  Last night saw the celebration of some of the most successful marketers in the industry - with Keith Weed taking the top spot as Marketer's Marketer of the year.
  
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• Aldi, Brand safety & the Super Bowl: 5 things that mattered this week

  10-02-2017 12:21
  
  Aldi becomes the UK’s fifth biggest supermarketThis week, Aldi overtook the Co-operative to become the fifth largest supermarket in Britain for the first time.
  According to figures from Kantar Worldpanel, sales at Aldi were up 12.4% year-on-year in the 12 weeks ending 29 January. That increase helped buoy its market share by 0.6 percentage points, giving it a 6.2% market share and putting it just ahead of the Co-op on 6%.
  Fraser McKevitt, head of retail and consumer insight at Kantar World
  
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• Learning disability charity devises paid search campaign with help from Torchbox

  10-02-2017 12:18
  
  Mencap, a UK based learning disability charity, rejoices over a successful ‘Here I Am’ movement, after seeking the help of digital agency Torchbox to devise a paid search campaign.
  The brief included driving offline audiences to the campaign’s online landing page and ensuring an impression share of as close as possible to 100% for Mencap’s ads in Google’s search results on the day of the campaign’s launch.
  The problematic overlap that came with the phrase
  
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• Former Ogilvy & Mather chief Archie Pitcher dies

  10-02-2017 12:17
  
  Archie Pitcher, one of adland's most respected elder statesmen and former Ogilvy & Mather president whose career spanned more than half a century, has died aged 88.
  
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• Former CDD founder and managing director Steve Radjen joins Lab

  10-02-2017 12:08
  
  Steve Radjen, the founder and former managing director of CDD, joins London based digital agency Lab as client partner. With extensive experience within the digital industry, Radjen will enhance Lab’s position in the UK.
  Radjen is a successful entrepreneur who has actively helped to shape the digital industry over the past few decades, pushing the bounds of digital and technology. Having founded award winning agency CDD and led the business for 20 years, Radjen has worked with clients such
  
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• Reckitt Benckiser swallows baby formula maker Mead Johnson for $16.6bn

  10-02-2017 11:31
  
  Consumer goods conglomerate Reckitt Benckiser is set for a growth spurt after acquiring baby formula supplier Mead Johnson in a $16.6bn deal ($17.9bn when debt is included).
  Best known as the parent behind established brands such as Durex and Dettol Reckitt, Benckiser gave the mammoth purchase the green light in order to give itself a foothold in the burgeoning Chinese market and consumer health sector.
  Interest in China has been piqued by the scrapping of its one-child policy, a move which cons
  
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• Jaguar marketer Ian Armstrong: Are content marketing metrics fit for purpose?

  10-02-2017 11:23
  
  Becoming a judge for content marketing awards has inevitably thrown the issue of how to measure campaign effectiveness into sharp relief for me.
  Awards are all about effectiveness, but in content marketing it can be difficult to demonstrate the impact that a campaign has had. Sometimes brands suffer from data overload and struggle to isolate what really made the difference – especially for international content campaigns that add another layer of complexity to the situation. Conversely, so
  
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• 'Brand fit must match intimacy of music and fans' - Katie Melua talks partnerships and social media

  10-02-2017 11:03
  
  The Drum catches up with Katie Melua, one of the UK’s most successful recording artists to hear her thoughts on Instagram, keeping the spontaneity on social media, and how artists can ensure they find brand partnerships that fit.
  How do you engage with your fans on social media?
  We use Facebook and Twitter for general announcements. I say we because if one of my team is tweeting then it’ll be signed off with ‘Team KM’. If I tweet, then it’s clear who’s do
  
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• Ex-MRM Meteorite duo launch in-house creative consultancy

  10-02-2017 11:00
  
  Former MRM Meteorite duo Andrew Day and Dan Douglass have launched a start-up advertising consultancy, which hopes to deliver powerful creative ideas for brands without charging big agency fees.
  
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• Sponsored athletes line-up to denounce Under Armour CEO’s description of Trump as an ‘asset’

  10-02-2017 10:54
  
  Athletes sponsored by sports clothing and accessories supplier Under Armour have lined up to denounce comments supportive of President Trump made by the brand's chief executive, Kevin Plank, who told CNBC that "to have such a pro-business president is something that is a real asset for the country”.
  Expressing divergent views ballet dancer Misty Copeland and former wrestler Dwayne ‘The Rock; Johnson gave voice to their own diametrically opposed assessment of Trump’s White
  
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• Oscar contender ‘Lion’ denounces Trump’s travel ban in full page Los Angeles Times ad

  10-02-2017 10:51
  
  Oscar Best Picture nominee Lion has taken out a full-page ad in the Los Angeles Times that takes a subtle swipe at President Donald Trump's travel ban - joining hordes of companies doing so.
  The movie, which sees five-year-old boy Saroo (played by Sunny Pawar) embark on a journey from the streets of India, to loving Australian parents, and back, ties into the wider debate around immigration that has emerged ever since President Trump imposed a travel ban on travellers from seven Middle Eastern c
  
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• News Corp plans to launch ad network amid $200m loss

  10-02-2017 10:35
  
  In the quarter ending 31 December 2016, News Corp posted a loss of $219m (£175.5m) due to $537m in non-cash impairments and write-downs.
  
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• Wins this week: Boots, Sainsbury's, Molson Coors

  10-02-2017 10:06
  
  Campaign's weekly round-up of account moves across advertising and media.
  
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• Snap opens purse strings for audacious $1bn embrace of Amazon cloud services

  10-02-2017 09:58
  
  Snapchat owner Snap has loosened its purse strings to spend an expected $1bn on Amazon’s cloud services over the coming five years, supplementing its existing $2bn cloud contract with Google.
  These mammoth sums have given Snap pause to consider investing in its own proprietary cloud infrastructure, ahead of its looming stock market flotation in March.
  The expenditure plans were published just as Snap seeks to raise $3bn from investors, having been valued at up to $25bn ahead of its IPO &nd
  
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• Just Eat searching for new CEO after David Buttress announces departure

  10-02-2017 09:22
  
  Just Eat is on the hunt for a new chief executive after incumbent David Buttress announced he is to stand down from the role at the end of the fourth quarter.
  Citing “urgent family matters’, Buttress, who joined the company in March 2006 to help launch the UK business and was appointed as chief executive in 2013. 
  Buttress oversaw a transition from a disruptive force on the market to a global food ordering service, recently this growth was epitomised with the recent ta
  
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• Apple boss Tim Cook professes optimism in Brexit UK

  10-02-2017 09:21
  
  Apple chief Tim Cook has brushed aside business concerns about the economic impact of leaving the European Union by expressing optimism in the United Kingdom post-Brexit.
  Cook’s sanguine views were expressed during a one-to-one with prime minister Theresa May at Downing Street where the pair discussed the technology giant's investment plans for Battersea Power Station, where it plans to establish its new British HQ.
  Apple announced in November last year that it would bring together 1,400 s
  
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• River Island dismisses talk of a fashion decline as it unveils first cinematic ad

  10-02-2017 09:00
  
  River Island says it is avoiding seasonal fashion ads as it creates a new always-on campaign to showcase the diverse identities of its customers.
  Its latest campaign ‘Find Yourself’ will be spread across TV, press, digital, social and for the first time will include a cinema screening. It moves away from seasonal marketing – or ‘micro-moments’ – and aims to celebrate the different clothing tastes of its consumers all year round, as the models in its ad show a
  
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• L'Oréal confirms it's considering selling The Body Shop in FY2016 Annual Report

  10-02-2017 08:23
  
  In its FY2016 financial released published yesterday evening, Jean-Paul Agon, chairman and chief executive of L'Oréal disclosed that the group was considering putting The Body Shop up for sale.
  
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• L'Oréal confirms it is considering selling The Body Shop

  10-02-2017 08:23
  
  In its FY2016 financial release published yesterday evening, Jean-Paul Agon, chairman and chief executive of L'Oréal, disclosed that the group was considering putting The Body Shop up for sale.
  
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