Marketing news

• "Good for me" outweighs "good for all" as a driver of company reputation, study suggests

  15-02-2017 21:30
  
  One of the leading drivers of corporate reputation among consumers is how good or healthy a company's products/services are for them, and how happy they make them feel, according to a new survey released today.Corporate Issues on the Minds of Global Consumers
   
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  The degree to which products and services make individuals feel good or healthy surpasses their interest in specific corporate responsibility initiatives, sometimes by wide margins. "Our study highlights a heightened deman
  
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• Verizon closes in on completing Yahoo deal with up to $350m slashed from initial price

  15-02-2017 20:44
  
  Verizon Wireless is reportedly close to finalizing its proposed takeover of Yahoo, minus anywhere between $250-to-$350m from the initially agreed $4.8bn sale price, according to sources close to the negotiations. 
  The renegotiated deal is close to completion, but repeated reports of security breaches, compromising anywhere up to 1 billion Yahoo accounts, have led for the acquirer to push for the significant mark down in price, according to a source cited by Bloomberg. 
  As a result of t
  
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• Under Armour founder pens open letter to Baltimore in response to remarks praising Trump

  15-02-2017 20:42
  
  Kevin Plank and Under Armour have received a few punches to the gut in the past few days in response to the founder, chairman and CEO’s comments last week in a television interview where he appeared to support President Trump as a “pro business president” which he saw as an “asset for the country.”
  Now, after many athletes, including those signed by Under Armour, have distanced themselves from Plank’s statements, he seems to be backpedaling by running a letter
  
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• Facebook exec Matt Idema joins WhatsApp as first COO

  15-02-2017 20:17
  
  Facebook has confirmed that its vice president of product marketing Matt Idema is to help WhatsApp expand its business as chief operating officer. 
  The social media executive will be the first person to fill the role, joining the company Facebook bought for $22bn in 2014 to focus on monetizing the app. 
  Facebook confirmed the move to Re/code, saying Idema would shift roles in the coming weeks and will report director to WhatsApp co-founder and chief executive Jan Koum. 
  The c
  
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• BuzzFeed and NBC team up to develop original series following additional $200m investment

  15-02-2017 19:49
  
  NBCUniversal has invested yet-again in BuzzFeed with an additional $200m investment, with the duo revealing they are poised to work together to produce TV-style content beginning with a documentary-style crime series.
  The latest round follows two earlier $200m investments from the Comcast-owned broadcaster, and BuzzFeed will now collaborate with NBC on the production and social distribution for NBCUniversal’s Content Studio, which delivers short-form
  
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• MDC Partners sells 15% stake to Goldman Sachs in $95m deal

  15-02-2017 18:19
  
  MDC Partners is to sell a 15% stake in the group to the merchant banking division of Goldman Sachs in a $95m agreement.
  The owner of agencies including 72&Sunny, CP+B and Redscout hired Liontree Advisors last year to look at its financial and capital structure strategy amid a disappointing set of results for the third quarter (up to November 2016).
  At the time, CEO Scott Kauffman said its performance was simply “not good enough” as it revealed net losses had jumped to $33.5m from
  
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• US Creative Work of the Week: Gorton’s Fisherman tries to navigate life on land in brand’s latest ads

  15-02-2017 18:17
  
  Boston-based Connelly Partners was recently tasked with helping Gorton’s Seafood reintroduce and modernize its 42-year-old fisherman mascot, and the result is a humorous series of videos that feature Gorton’s Fisherman trying to make sense of life on land after spending years at sea.
  In the ads, Gorton’s Fisherman partakes in many “land” activities, like working out at the gym, going to a football game and having a drink at the bar, but his penchant for all things s
  
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• Ella’s Kitchen founder Paul Lindley on why ethical brands will endure

  15-02-2017 18:16
  
  In the current political climate, there is an urgent need for businesses to carefully define and execute their brand values. The vocal reactions of various brands to the presidency of Donald Trump in the US, and campaigns such as Stop Funding Hate in the UK, suggest that values and ethics can help businesses to navigate their way through turbulent times. Few brand owners know this better than Ella’s Kitchen founder Paul Lindley, who has built his business on an evangelical commitment to i
  
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• PayPal will buy TIO Networks to expand bill pay services to meet more underbanked customers

  15-02-2017 18:10
  
  PayPal has agreed to buy TIO Networks, a North American multi-channel bill payment processor, to help people worldwide have better access to financial services and to make it easier to pay their bills more affordably.
  The agreement means that PayPal will acquire the Vancouver, Canada-based TIO for $3.35 CAD ($2.56 USD) per share in cash or an approximate $304 million CAD ($233 million USD) equity value.
  The acquisition means that PayPal can expand its bill payment offerings, which currently only
  
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• Real Madrid in talks with Under Armour over new kit deal that could see Adidas shown the door

  15-02-2017 17:45
  
  Real Madrid are reportedly in talks with Under Armour over a new kit agreement that would see the club ditch Adidas in favour of a new £127m a year deal with the US sports brand.
  The La Liga club’s partnership with Adidas stems back to 1998 and their current agreement is due to expire in 2020; however, according to Spanish newspaper Marca, they could be preparing to part ways with the German brand and side with its US rival.
  The reports in the Spanish daily claim that Real Madrid are
  
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• Viacom on why we’re entering the ‘golden age’ of advertising

  15-02-2017 17:39
  
  Over recent years the phrase ‘golden age’ has been thrown around routinely to describe TV, which, largely due to the success of critically acclaimed shows such as Breaking Bad and True Detective, is now seen as a creative medium that’s every bit as ripe as cinema.
  And following its success, advertising is now experiencing a golden age of its own, according to Lee Sears, VP and head of commercial innovation for Viacom’s Velocity ad business.
  READ MORE: Oscar winning direc
  
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• Madras Brand Solutions creates a nimble business model with a global reach

  15-02-2017 17:15
  
  The name Madras has several meanings. It could be the heady curry blend that tempts palates worldwide, the former name of the Indian city of Chennai, or the colorful patterned texture and lightweight cotton fabric commonly used on shorts of the same name.
  All those come together for a new agency that has chosen that moniker – Madras Brand Solutions.
  “There are roots from the company that were in India – our parent [company] is the Ad2pro group out of Chennai, and Madras was the
  
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• Khloe Kardashian Protein World ad faces backlash for 'body-shaming' young women

  15-02-2017 17:10
  
  Protein World has sparked fresh controversy thanks to a poster on the London Underground featuring its new brand ambassador Khloe Kardashian, which has been accused of promoting a negative body image to young women. 
  The ad shows the Keeping Up With the Kardashians star in a leotard promoting a 30-day weightloss plan from the company. The tagline reads: 'Can You Keep Up With A Kardashian?' 
  The billboards, which are currently in situ around the capital, have provoked a backlash online
  
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• How Playboy Magazine's #NakedIsNormal U-turn on nude models performed on social media

  15-02-2017 17:05
  Adult magazine Playboy made a very public retreat on its bold editorial decision to purge nude models from its pages – the announcement that the publication will “rediscover” how to best integrate nude models was, perhaps unsurprisingly, embraced more willingly by male social media users.
  Amid declining returns, boasting a circulation just over a tenth what it was during the magazine’s golden years in the 1970s, founder Hugh Hefner’s son Cooper, a recently installed
  
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• Nike puts diversity in the limelight in 'Equality' ad

  15-02-2017 17:00 via campaignlive.co.uk
  
  Social video experts at Be On review "Equality", the latest viral by Nike.
  
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• Media owners still lack the skills and partnerships necessary for mobile monetization

  15-02-2017 17:00
  
  As consumers’ time on mobile begins to account for half of all time spent with digital media, traditional publishers and broadcasters find themselves lacking in the skill sets, plus number of partnerships necessary to best monetize audiences on wireless devices, according to research. 
  Consultancy outfit The 614 Group has today (15 February) published a series of studies collectively entitled A Journey Into Mobile Monetization, which reveal a surprising gap for online publishers betwe
  
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• Viewers flock to ‘Z: The Beginning of Everything’ on Amazon Prime

  15-02-2017 16:47
  
  While ‘Sneaky Pete’ continues to drive viewership across Amazon Prime, a new series, ‘Z: The Beginning of Everything,’ drove a 52 percent share of originals streams on the service.
  Additional insights via Jumpshot:
  · The Legend of Zelda Fitzgerald: The new series Z: The Beginning of Everything edged Sneaky Pete and took the #1 slot this week, driving a 52 percent share.  The series surrounds the meeting and eventual marriage of the author of The Great Gatsby a
  
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• MDC to sell $95m stake to Goldman Sachs

  15-02-2017 16:45 via campaignlive.co.uk
  
  MDC Partners, the owner of Crispin Porter & Bogusky and 72andSunny, has entered into an agreement with Goldman Sachs to sell a $95m (£76.3m) stake in the holding company.
  
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• Five myths about marketing procurement

  15-02-2017 16:27
  
  Marketing procurement as a skillset of procurement started over 25 years ago. I know, I have the grey hairs. Since then we have been toiling away to earn the respect of our bosses, our stakeholders and the suppliers in the marketplace. 
  The definition of procurement is the act of obtaining or buying goods and services. We seek to minimise risk and maximise value, which can be illustrated with these seven core benefits:
  security of supply
  lower costs
  reduced risk
  improved
  
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• Netflix's The Crown tops BPG Awards nominations in challenge to traditional TV

  15-02-2017 16:24 via campaignlive.co.uk
  
  The Netflix drama The Crown has topped the nominations for the Broadcasting Press Guild Awards, showing that on-demand platforms can produce high-end programmes to compete with traditional broadcasters.
  
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• Pizza Express is betting big on chatbots, but social lead says they won't replace human interaction

  15-02-2017 16:15
  
  Much has been said about the scope for chatbots automate customer service, but while Pizza Express eyes a "huge opportunity" in branded bots the restaurant chain's head of social Tim Love doesn't think they'll replace human interaction.
  The company has been experimenting with the medium since it launched a Facebook Messenger game last year, and it has now unveiled a reservation bot which far from being a fad is something Pizza Express wants to nurture and develop as part of its wider m
  
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• MailOnline guarantees brands ‘one million views’ for each video in new sponsored player

  15-02-2017 16:12
  
  MailOnline has launched a new sponsored video player that will sit within its sidebar feed, offering brands a prime time slot to reach the Mail’s huge online audience, with targeting capabilities in the pipeline. 
  The publisher’s in-house production team will create sponsored video content for brands to sit within the new unit in the sidebar, which will appear across all MailOnline pages.
  The publisher reaches 217m monthly unique browsers according to December ABCs - the most re
  
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• Nike, Adidas and Sainsbury’s: The top 10 YouTube ads in January

  15-02-2017 15:48
  
  1. Nike and FKA twigs – Do you believe in more?
  Nike partnered with music artist FKA twigs for its latest campaign ‘Do you believe in more’. Coming in as YouTube’s top ad for January, the company should expect its stock to fly off the shelves, as athletes and those intent on focusing on the ‘new year, new me’ mantra turn to the ad for motivation. The ad introduces FKA twigs’ new song ‘Trust in me’ and the artist has even penned an open lette
  
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• The good, the same and the ugly: creative lessons from Facebook's newsfeed

  15-02-2017 15:41
  
  Facebook’s newsfeed is the crucible within which great performing ads shine through, after the dross has melted away. There is so much competition for attention in the newsfeed, and Facebook’s strict controls on ad volume make it more so. On top of all this, there is only a three-second window for viewability on mobile.
  Why do hipsters try so hard to look the same?
  The problem with trying too hard to look cool is that you might start to look like everyone else. What happens in hipste
  
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• Measuring sound: how data and streaming is impacting the music industry

  15-02-2017 15:24
  
  Streaming services have taken a well-aimed kick at the music establishment, with the likes of Spotify, Deezer, Apple Music and Pandora all making it possible for artists today to have a hit without radio airplay, media coverage or, indeed, the public having even heard of them.
  Now the dominant form of digital music listening, sales from on-demand streaming offset physical sales for the three music giants: Warner, Universal and Sony.
  Advocates say these services have democratized music, driving t
  
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• Tottenham Hotspur aiming for £400m naming rights deal to help bankroll cost of new stadium

  15-02-2017 15:14
  
  Tottenham Hotspur are planning a £400m deal for the naming rights to their new stadium and are prepared to drop all references to White Hart Lane in order to secure the most money from a potential deal.
  The Premier League club is in the process of seeking a naming rights partner to help bankroll its £750m stadium which is due to open in August 2018.
  The London club’s chairman, Daniel Levy, has stated that they are aiming to raise upwards of £400m from the deal.
  While the
  
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• London Dungeon sorry for morbid Valentine's Day jokes

  15-02-2017 15:14 via campaignlive.co.uk
  
  The London Dungeon has apologised for a "dark" Valentine's Day campaign on social media that joked about dead prostitutes and murderers.
  
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• Respected hip-hop voice of New York Ebro Darden on paying your dues

  15-02-2017 14:56
  
  You paid your dues – why should young people and artists pay theirs?
  It helps you appreciate the craft and makes the opportunity and path mean more. And it is satisfying knowing you earned your slot.
  You’re one of the more, er, senior members in hip-hop. What should people learn from your experience?
  That taking time to discover your contribution to culture, art and people is what makes it all matter. Also, making sure you truly love the medium and path you think you want. If you lov
  
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• US Creative Works: Featuring FCB West, Swift, BBDO Toronto & more

  15-02-2017 14:30
  
  Welcome to The Drum's US Creative Works, in partnership with Workfront.
  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 rating and the number of votes cast. Voting closes on Wednesday, Feb. 22. 
  BBDO Toronto: Ta
  
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• Jan Taber obituary

  15-02-2017 14:11
  
  My mother, Jan Taber, who has died suddenly aged 55 of post-operative complications after emergency surgery, was a freelance market consultant whose compassion for others led her to volunteer as a Samaritan and bereavement counsellor.Born in Bradford to Eddie Brearton, a wool salesman, and his wife, Joan (nee Musham), Jan was educated at the city’s girls’ grammar school. Determined to set her own path, on leaving sixth form she chose not to go to university. Instead, she initially tr
  
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• Anna Watkins appointed chief executive of MoFilm

  15-02-2017 14:10 via campaignlive.co.uk
  
  Anna Watkins has been appointed chief executive of MoFilm, six months after she joined the crowdsourcing platform from Guardian Labs.
  
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• Lévy drawn into high court battle with Kitcatt Nohr

  15-02-2017 14:07 via campaignlive.co.uk
  
  Maurice Lévy has been drawn into a high court battle between Publicis Groupe and the founders of Kitcatt Nohr Alexander Shaw.
  
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• Agencies line up for EA Sports brief

  15-02-2017 13:59 via campaignlive.co.uk
  
  EA Sports, owner of the Fifa computer games, is reviewing its global advertising account.
  
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• Watch: Inside the Good Housekeeping Institute for magazine's 95th anniversary

  15-02-2017 13:52 via campaignlive.co.uk
  
  Good Housekeeping celebrates its 95th anniversary this month, alongside success in the latest ABCs.visited the Good Housekeeping Institute in Soho to find out the key to their winning strategy.
  
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• Turkey of the week: Galaxy "The chase" by AMV BBDO

  15-02-2017 13:45 via campaignlive.co.uk
  
  Emily Tan thinks Galaxy's Valentine's Day ad has gone overboard.
  
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• Pick of the week: NHS Blood and Transplant "Kidney-shaped love" by Aesop

  15-02-2017 13:39 via campaignlive.co.uk
  
  Brittaney Kiefer laughed out loud at this Valentine's Day film raising awareness of kidney donation.
  
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• Mediacom UK CEO on why scale will always win a battle against in-house competition

  15-02-2017 13:30
  
  Mediacom UK’s chief executive Josh Krichefski downplays the rise of publishers taking work in-house as he outlines plans to go “gangbusters” on startups, data and creative acquisitions, to build on the agency’s strongest asset - scale.
  Like its peers, the WPP-owned business is recalibrating its business model for a future where marketers exert more control over how and where they spend their budgets. Krichefski, the man at the tip of Mediacom’s shift in the UK, has
  
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• More than half of Snapchat users open, watch branded content

  15-02-2017 13:28 via campaignlive.com
  
  A new report shows a high willingness among users to engage with advertisers.
  
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• Jaguar Land Rover confirms global media review and clarifies response to terror ad misplacement

  15-02-2017 13:20
  
  Jaguar Land Rover is currently reviewing its global media agencies across its media strategy, planning and buying services as it disregards reports that it had made wholesale changes to its media plans in light of a an investigation that claimed to find its ads next to harmful content.
  Plans for the review have been in motion "for some time," with a source confirming to The Drum that the plans have been discussed since at least January. 
  The company has also addressed what another spok
  
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• Havas appoints Mark Connolly as MD of investment and solutions

  15-02-2017 13:17
  
  Havas Media Group has named Mark Connolly as MD of investment and solutions in the UK and Ireland, replacing Julia Jordan who's moving into a consultancy role.
  Connolly will be responsible for the 250-strong team of people encompassing planning, buying, trading and investment across TV, press, radio, digital, cinema and out of home media.
  He will oversee Havas Group's pure player brands: Affiperf (programmatic), Socialyse (social), Ecselis (performance), Mobext (mobile), and DBI (data consulting
  
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• Brands - your ads are appearing on porn sites right now!

  15-02-2017 13:10
  
  When Mark Pritchard, chief brand officer of P&G says of its media supply chain that it is ‘murky at best, fraudulent at worst’ P&G’s ad agencies have a crisis on your hands. When you discover that the scatter gun approach to programmatic media buying (the once fine art of placing a client’s advert precisely where their consumer is) has been funding terrorism – you have a catastrophe.  You
  
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• Demand for ‘Stranger Things’ season 2 trailer spikes during Super Bowl LI

  15-02-2017 12:56
  
  Two things that has the U.S. buzzing: Super Bowl LI and Stranger Things, the popular Netflix series. But how do the two overlap? The teaser trailer for Season 2 was launched during the big game on Feb. 6.
  Demand for the series increased 257 percent overnight in the U.S. after the game, according to Parrot Analytics’ global TV demand measurement standard.
  The ad starts off with a walk down memory lane to the 1980s as two siblings fight, one saying “L’Eggo My Eggo.” But if
  
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• Subway campaign offers cookies for cookies

  15-02-2017 12:53 via campaignlive.co.uk
  
  Subway is rewarding consumers who accept digital cookies by offering them free edible cookies, in a new online campaign created by McCann London.
  
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• Nokia’s most trusty handset, the 3310, to return marking the brand’s return to its roots

  15-02-2017 12:06
  
  The sturdy brick of the fallen Nokia empire, the trusty 3310 handset, could be making a return to market seventeen years after its initial launch.
  Known for a lasting battery putting modern handsets to shame and a powerful frame that made cosmetic damage almost impossible, the phone could be making a return with an announcement at MWC in Barcelona.
  The dumb phone still holds the record for bestselling phone, at 126m unit sales over a sustained period of five years from 2000. Now, Nokia appears t
  
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• Chinese luxury shopping returns to growth but how can brands build on the momentum?

  15-02-2017 12:00
  
  The luxury industry’s Chinese woes could be coming to an end as shoppers begin once again to buy luxury brands on home soil. But as the region starts to show promise, how can brands ensure they build on the momentum without making the mistakes of the past?
  Chinese shoppers were once the all-important ingredient for luxury brands, reflected in an almost decade long flurry of store openings in the region as consumers rushed to snap up the latest Burberry handbag. Between 2008 and 2011, there
  
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• Diesel wants to 'build love not walls' in a nod to Trump's border wall

  15-02-2017 11:57
  
  Diesel is the latest brand to jump on the political bandwagon in a new campaign that urges people to 'make love not walls'. 
  The fashion brand said that it is "focusing on the core value of commenting on culture in order to inspire positive change, at a time when headlines are consistently shocking and acts of hate are on the rise". 
  The SS17 global campaign, created by Anomaly Amsterdam and shot by David LaChapelle, brings together a mix of bright, neon colors, provocative conten
  
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• Facebook seeks to end direct payments to Live partners, splitting ad revenues instead

  15-02-2017 11:53
  
  Facebook has sought to end direct payments to its Facebook Live partners as part of a switch to a split ad revenue funding model, ending a one-year direct association with publisher such as BuzzFeed, The New York Times and Vox Media.
  Instead, Facebook intends to migrate celebrities and publishers on its payroll into a revenue sharing model, with a focus on 5-10 minute long high quality videos.
  Dan Rose, Facebook’s VP of partnerships, explained: “When we talked about it with people up
  
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• Co-op on growing its data science team to overcome measurement challenges as it roadmaps 2017 ad plans

  15-02-2017 11:46
  
  The Co-op is planning to grow its data science team as it looks to overcome the challenges of “murky measurement” laid out by Procter & Gamble’s (P&G) Marc Pritchard last week.
  Currently led by data science director Catherine Brien – who joined last year – the grocer said that the team is expanding to “get under the skin of analytics to measure our digital channels as confidently as we can,” customer director Jemima Bird told The D
  
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• Are FMCG giants trying to cut out the middleman?

  15-02-2017 11:39 via campaignlive.co.uk
  
  Unilever is on a mission to ramp up its direct-to-consumer platforms. Like many FMCG companies, this has become a priority for the business.
  
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• Tom Goodwin: Make shopping practical or an experience, don’t do both

  15-02-2017 11:35
  
  A change is sweeping through retail and it’s not what everyone assumes it is. We may think the internet is changing shopping forever, and it certainly is, but another unspoken dynamic is everywhere – the bifurcation of retail.
  Every action has a reaction: a nation high from snacking on six-second videos also needs to binge-watch hours of TV. The consistency of a McDonald’s or Bud Light creates the need that craft beer and pop-up food festivals satiate. Shopping is seeing the s
  
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