Marketing news

• Sport England tackles new barriers in latest 'This girl can' TV ad

  23-02-2017 22:56 via campaignlive.co.uk
  
  The second film instalment of Sport England's "This girl can" campaign broadens its scope to get more women exercising.
  
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• Creativity fumbles at Super Bowl, but makes star turn at Oscars

  23-02-2017 21:47
  
  It’s pretty safe to say that ads during the Oscars have been better than the ones during the Super Bowl for the last several years now. Sure, there are exceptions, but as a general rule, the Super Bowl is generally getting its butt kicked.
  From production values to the writing to the intelligence of the concepts and the artful attention to craft and detail, the Oscar commercial is superior in every metric, except two: the size of the audience watching it and the media cost of airing it (al
  
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• The Movie Marketing Blog: The three kinds of stories nominated for 2016’s Best Picture

  23-02-2017 20:13
  
  We’re just a few days away from the 2017 Academy Awards ceremony and the speculation is rampant.
  Will La La Land dominate? Will #oscarssowhite become a thing of the past with big wins for movies like Moonlight or Hidden Figures? It will all come to a head Sunday night when Jimmy Kimmel hosts the broadcast, which will be accompanied by the annual commentary about how it’s overlong, how someone important was left out of the “In Memoriam” segment and how some of the acceptan
  
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• Hollywood leaders team with Women in Film and Sundance Institute to launch action plan to further gender equality in media

  23-02-2017 18:27
  
  As the Oscars draw closer, many are looking at the diversity and gender equality in the film industry. While strides have been made over the last several years to have more gender equality in film and media, there is always more that can be done on that front. That is why 50 Hollywood leaders and influencers, including studio heads, agency partners, senior network executives, talent and guild representatives brought together by Women In Film and Sundance Institute have launched th
  
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• Where will brands take their programmatic spend?

  23-02-2017 18:23
  
  There is no one blueprint for programmatic, not now and not in 12 months’ time. The route that each brand takes will be determined by its business principles and by its approach to marketing.
  Nevertheless, the choices that all brands make will be driven by some common themes, including resource, transparency, integration, geographic footprint, data and technology.
  The key question that all brands will be asking is whether they have the resources or the reason to run these services in-house
  
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• Vox Pop: How much creative freedom should brands give influencers? (Part 2)

  23-02-2017 18:20
  
  Since trading evolved into the art of business, companies have fashioned their history and ethos into a story that customers can follow. Yet, while the rise of influencer marketing proves itself as a great way to market a product in the technological era, brands' personality is getting left behind.
  We asked our Drum Network agency members,"as influencer marketing becomes a popular choice of promotion, the product becomes an accessory of the person in the spotlight. Should influencers be given cr
  
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• Why a loyalty app is the future of Benefit’s Brow business

  23-02-2017 18:08
  
  Benefit’s eyebrow range is the biggest part of the beauty brand’s business and last year it launched a loyalty app for brow waxing giving it, for the first time, a view of how people are engaging with the service.
  The ‘Brow Wow’ app has been up and running since last November, allowing people to book a waxing appointment at their local Benefit Brow Bar. For every wax the customer has, they collect a digital stamp and, based on how many they accumulate, are rewarded with e
  
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• Does ‘Piegate’ show that Football has a gambling problem?

  23-02-2017 18:00
  
  Who knew that a non-league footballer eating a pie on live TV would catapult British football into a crisis about its relationship with betting brands?
  It certainly is a funny old game. But ‘piegate’ does raise some serious questions that I’ve been asking myself for some time – mainly, isn’t it time that football reduced its dependence on money from the gambling companies?
  The problem has been building since 2005, when the Gambling Act allowed betting brands on tele
  
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• Google tests Perspective AI on New York Times to identify abusive user comments

  23-02-2017 17:54
  
  Jigsaw, a Google subsidiary has revealed it's working to eliminate online abuse using artificial intelligence.
  The company is using algorithms to identify abuse at scale, using the self-learning technology to find and moderate the comments as part of its conversational AI project called ‘Perspective’.
  “Few things poison conversations online more than abusive language, threats, and harassment. We’re studying how computers can learn to understand the nuances and contex
  
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• P&G adjusts sampling strategy after admitting it was ‘too myopic’

  23-02-2017 17:37
  
  Procter & Gamble (P&G) is adjusting its sampling strategy after taking a view that was “too myopic” on its return on investment (ROI) and comparing it to other advertising activity, which it admits “was a mistake”.
  Speaking at the Consumer Analyst Group of New York conference today (23 February), the company’s chief financial officer Jon Moeller said the FMCG giant was “careful” to look at how sampling affects the business and its ROI. But
  
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• Cypressa redesigns olive oil range to emphasise family heritage

  23-02-2017 17:27
  
  Mediterranean goods brand Cypress has redesigned the packaging for its range of Greek olive oil to unite its portfolio of products and highlight the family history that underpins the company.
  Working with Slice Design, Cypressa wanted to address the fact that the Greek Extra Virgin Olive Oil range was lacking in shelf standout and the quality of the product itself was not evident on pack; the company recently celebrated its 50th anniversary and Cypressa felt that it was “integral” th
  
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• BT Sport secures Fifa 17 broadcast rights from EA Sports

  23-02-2017 17:20
  
  BT Sport has acknowledged the growing interest around digital football by signing up the broadcast rights to the Fifa 17 Ultimate Team Championship (FUT) Series.
  Based around the UK's best-selling video game Fifa, the FUT Champions mode, sees players assemble teams of their favourite players and apply the required tactics to topple their rivals.
  The coverage will supplement BT Sport's Premier League, Champions League and Europa League coverage, helping lend credibility t
  
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• AOL inks ad quality deal with DoubleVerify to assure advertisers its adtech stack is transparent

  23-02-2017 17:19
  
  With brand safety top of mind for most brand advertisers, AOL has today announced a partnership with DoubleVerify to better help advertisers assess the quality of inventory on the Verizon-owned outfit's One platform, as adtech suppliers clamor to show their transparent practices.  
  The partnership will see DoubleVerify ad quality data integrated to AOL’s platforms meaning programmatic ad buying technology such as demand-side platforms (DSP) can assess the quality of their invento
  
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• Escape Valentin: the first online digital escape game by Discovery Investigation France

  23-02-2017 17:18
  
  Escape Valentin - the first digital escape game online Valentine's Day-themed online escape game that promotes special programming by Discovery Investigation France.
  Pour la #SaintValentin découvrez le premier escape game en ligne avec @InvestigationFR et remportez une XBOX One https://t.co/FmdD7xGzYT pic.twitter.com/VmmRb2p2iv
  — Investigation FR (@InvestigationFR) 13. Februar 2017
  Just in time for Valentine's Day, Discovery Investigation France launched the online escape game "Esca
  
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• Ogilvy and Mather London announced three new managing partners

  23-02-2017 17:08
  
  Ogilvy and Mather London has announced the addition of three new managing partners to help support it leadership team following the addition of Boots UK, Vodafone and Bulmers to its roster of clients.
  Jon Tapper, M-L Robinson and Laura Le Roy bring with them a wealth of experience across an array of top brands and will report directly to chief executive Charlie Rudd.
  Jon Tapper joins from BBH as managing partner/head of account management and will lead the new Vodafone account. While at BBH Tapp
  
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• Netflix and Amazon leading OTT Advertising at the beginning of February

  23-02-2017 17:06
  
  Found Remote is continuing our partnership with MediaRadar, a leading ad-sales intelligence platform to understand how the major OTT platforms are diversifying their marketing efforts.
  For the beginning of February, Netflix took the lead.OTT Advertising 2/1-2/14
   
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  KEY FINDINGS: 
  Hulu’s most widespread advertising was focused on The Path, which ran on 21 networks and 30 websites. Amazon, on the other hand, concentrated their efforts on The Grand Tour, which ran on
  
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• Spotify takes the stage with a smart, catchy and funny campaign

  23-02-2017 17:03 via campaignlive.co.uk
  
  Social video experts at Unruly review "Play this at my funeral", the latest viral by Spotify.
  
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• London Art Week puts House PR and W in the frame

  23-02-2017 16:59
  
  London Art Week has retained House PR to handle its communications, as the increasingly influential twice-yearly event gears up for a pivotal twelve months. House PR's appointment follows a pitch in which it was supported by its new parent, W – the first time the two agencies have won an account together.
  House PR will have a wide-ranging brief to support London Art Week’s summer and winter events with a consumer PR campaign designed to both build London Art Week's profile and drive
  
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• The New York Times to underline importance of factual news during politically-charged Oscars

  23-02-2017 16:27
  
  The New York Times will use this year’s Academy Awards, predicted to be one of the most politically-charged ceremonies, to premiere a brand campaign underlining the importance of facts and independent journalism.
  The timely campaign includes a plea to the public to value truth, which is "more important now than ever", and features the publisher's first TV spot in a decade.
  It hopes to show that producing quality, independent journalism requires resources, commitment and expertise and
  
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• Just Eat and Gumtree on why online brands should not rush to TV advertising

  23-02-2017 16:20
  
  Just Eat and Gumtree have urged online brands not to rush to TV advertising until they’re ready, as it could lead to consumer frustration and set the brand back.
  Speaking at a Thinkbox event today (23 February), Just Eat’s UK marketing director Ben Carter spoke about how TV “transformed the business” after establishing itself as a digital disruptor in the food space.
  New research by Thinkbox shows online businesses invested £639m in TV during 2016, an 8% increase y
  
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• International bulletin: P&G and Nike fight for gender equality & why online ads are ‘overweight’

  23-02-2017 15:44
  
  40% of online ads found to be ‘overweight’A new report by US firm Ad Lightning claims more than 40% of online ads are larger than industry standards. And the study claims that because advertisers are creating online ads that are too big, websites are slower than ever. The rise of ‘fat ads’ could also be a big issue for marketers, with the longer loading times resulting in viewability issues.
  According to Ad Age, the Interactive Advertising Bureau sets a limit of 300kb for
  
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• International bulletin: P&G and Nike fight for gender equality & ‘overweight’ online ads

  23-02-2017 15:44
  
  40% of online ads found to be ‘overweight’A new report by US firm Ad Lightning claims more than 40% of online ads are larger than industry standards. And the study claims that because advertisers are creating online ads that are too big, websites are slower than ever. The rise of ‘fat ads’ could also be a big issue for marketers, with the longer loading times resulting in viewability issues.
  According to Ad Age, the Interactive Advertising Bureau sets a limit of 300kb for
  
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• It's time to take social media seriously – and that means paying higher salaries

  23-02-2017 15:27
  
  At The Drum's Predictions Breakfast, I was interested to hear how 2017 is going to be the year social takes its rightful place at high table of digital marketing.
  I’m normally suspicious about 'years of anything' being proclaimed, but after I saw some fantastic presentations on the use of social data and about how a complex ecosystem of tools has evolved around the discipline I had become a convert.
  The biggest area of growth seems to be around influencer marketing with the smart money mov
  
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• Amid a restructure and executive exodus, Rubicon Project replenishes its C-suite

  23-02-2017 15:17
  
  Under-fire adtech outfit Rubicon Project has today (February 23) named David Day as chief financial officer of the company, effective immediately, an appointment that comes just two days after it revealed that several high-profile executives were to leave the company. 
  Day is being promoted within its ranks; he has been serving as interim CFO since May, with the latest announcement coming just days after it was revealed that its former president Greg Raifman is to vacate that role amid a wi
  
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• Pandora partners with A Million Ads to bring dynamic capabilities to audio marketplace

  23-02-2017 15:15
  
  Pandora continues to expand and change its business model, and today the streaming audio and internet radio company has announced an exclusive partnership with London-based A Million Ads, a company that specializes in dynamic creative and personalization for digital audio — becoming the first publisher to bring the dynamic capabilities popular in display and video advertising to the audio marketplace.
  “This is a natural extension of the best-in-class personalization we bring to the m
  
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• British Airways launch social media campaign to share #unforgettable holiday moments

  23-02-2017 14:59
  
  Holidays are all about creating unforgettable moments to reminisce about with loved ones, not taking endless photos you’ll never look at again. At least that’s the idea at the centre of British Airway Holiday’s latest creative social media campaign, #unforgettable.
  The campaign brings to life the moments shared between a father and son during their trip to New York, through a beautiful painting commissioned especially for them. The painting, by artist Emma Copley, captures thei
  
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• Instagram now lets users share up to 10 photos and videos per post

  23-02-2017 14:51
  
  Instagram is rolling out a new feature that allows users to share up to 10 photos and videos in one single post.
  Much like Stories but as a permanent post, the feature enables the social network's 600 million users to share more without flooding follow,ers’ feeds. Friends will see a little icon, which means there’s more to see, and can swipe for extra content.
  “You no longer have to choose the single best photo or video from an experience you want to remember” Instagram a
  
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• Forbes introduces geolocation targeting to BrandVoice content

  23-02-2017 14:30
  
  Forbes has introduced a native content tool that can geolocate readers down to the company they work for and target articles accordingly, a move it claims is a significant breakthrough in the future of targeted news content.
  The publisher tore down the editorial/commercial divide six years ago when it launched BrandVoice, which gives advertisers access to its CMS to publish content directly onto site. The model was later picked up by freesheet City AM. Now every major publisher has some form of
  
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• Unilever puts brands on alert as it kicks off ‘comprehensive review’

  23-02-2017 13:34
  
  Flora is one of the brands that could be sold as part of the reviewUnilever is planning a “comprehensive review” of its business as it looks to prove to shareholders they are getting the best deal following the aborted takeover attempt by Kraft Heinz.
  Unilever says the review will aim to “accelerate delivery of value for the benefit of shareholders”. It should be completed within three months.
  “The events of last week have highlighted the need to capture more quickl
  
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• Madame Tussauds unveils Kong: Skull Island exhibit around its movie launch

  23-02-2017 13:20
  
  Madame Tussauds is co-promoting the return of King Kong to the silver screen with an inquisitive stunt in which the waxworks apes on visitors by pretending they have captured the world famous beast.
  A giant animatronic head, clocking in at around eight foot, has touched down in waxworks in London and New York as part of the brand's partnership with Legendary Pictures.
  The displays will look to immerse visitors in the tropical world of Kong: Skull Island, taking them through hazardous j
  
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• Hollywood inspires 'movie tourism' claims Lastminute.com, as La La Land surges LA search

  23-02-2017 13:07
  
  Movies open up viewers to a world of possibilities introducing them to people, places and scenarios they may not have otherwise experienced.
  Data from Lastminute.com has revealed that there's a significant boost in movie tourism around popular movie releases – if the location is represented positively.
  The travel booking site has shared with The Drum the following data: Oscars Best Picture nominee La La Land inspired a surge in Los Angeles searches on the site by 21% on the week of its rel
  
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• Starbucks introduces Guinness-style nitro cold brew to UK

  23-02-2017 12:51 via campaignlive.co.uk
  
  Starbucks is launching Nitro Cold Brew coffee in the UK as it hopes to "revolutionise" the cold coffee category.
  
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• Retail martech specialist Ecrebo eyes US expansion after £12m investment

  23-02-2017 12:51 via campaignlive.co.uk
  
  UK-based retail specialist Ecrebo, which claims to have boosted sales for Waitrose and Marks & Spencer, is set to expand in the US with a round of investment from the founder of Nectar.
  
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• YouTube ranks the trailers of Oscar nominated movies, revealing which ones generated the most buzz

  23-02-2017 12:40
  
  YouTube has ranked the most popular Oscar movie trailers, democratising the vote - if it was decided by how many people tuned in to the trailer.
  Trailer views are regarded as barometer of the success (or failure) of a movie's marketing campaign, a vital component to any Oscar push.
  Google's video platform compared the performance of the nine Best Picture nominated movies, La La Land, Arrival, Hacksaw Ridge, Lion, Fences, Hidden Figures, Manchester By The Sea, Moonlight and finally Hell or H
  
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• Long live gonzo – five things planners can learn from Hunter S. Thompson

  23-02-2017 12:31
  
  Gonzo planning, or planning by intuition, has a notorious reputation among many old-school practitioners and most all of your clients: they deem it as emotional, lazy and erratic – everything that the traditional view on strategic planning resents.
  However, with the most current information of human decision-making – that it’s emotional, lazy and erratic – I argue there’s a more desperate need for intuition-led, adventurous beat planners than ever. Not just to
  
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• Audi lets car enthusiasts build their own racetrack and take cars for a spin in virtual reality

  23-02-2017 12:25
  Audi is reaching out to the playful child in car enthusiasts by offering them the chance to build their own racetrack where they can test drive the new Audi Q5 in virtual reality (VR).
  The car manufacturer’s Norwegian arm has teamed up with creative agency POL to create the ‘Sandbox 2.0’, a purpose-built sandpit where users can build their own track. The sand creations are scanned by a depth-sensing camera to create a virtual rendering which users can then drive on using a VR d
  
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• ComScore's Video Metrix now tracks UK smartphones and tablets

  23-02-2017 12:16 via campaignlive.co.uk
  
  ComScore can now measure digital video views in the UK across smartphone, tablet and desktop.
  
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• O2 agrees £125m deal to extend naming rights of London entertainment venue

  23-02-2017 11:36
  
  Mobile operator O2 has renewed its naming rights agreement with the London O2 Venue until 2027 in a deal reportedly worth around £125m. 
  The 10-year extension will take the Telefonica-owned mobile operator’s title sponsorship of the former Millennium Dome to at least 20 years. 
  As part of the agreement O2 will pay between £10m and £15m each year to Anschutz Entertainment Group (AEG) – the US company that purchased the site in 2005.
  Negotiations around O2&r
  
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• Snapchat grilled by skeptical investors ahead of IPO

  23-02-2017 11:32
  
  Snapchat’s management team have been grilled by investors ahead of the businesses much anticipated IPO, as they sought to assuage concerns over bitter competition from Facebook, user growth and poor reach in developing markets.
  Parent firm Snap has set itself the target of raising as much as $3.2bn from what would be the biggest tech IPO since Facebook, forcing executives to mount a global charm offensive to be sure of reaching the higher echelons of its valuation.
  As part of their sales p
  
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• The Drum teams up with IBM Interactive Experience to explore technology disruptions in mobile

  23-02-2017 11:25
  
  The Drum has partnered with IBM Interactive Experience to create a series of films during Mobile World Congress (MWC) exploring how emerging technologies in mobile are reinventing businesses.  
  Artificial intelligence, robots, and Internet of Things (IoT) are all expected to be major discussion points at this year’s MWC and The Drum will be examining how these new technologies are driving digital reinvention across businesses.
  Over the course of the week, The Drum will be talking to a
  
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• Formula One team appoints Orange Bus to digital partner

  23-02-2017 11:01
  
  Formula One team, Sahara Force India, has announced Orange Bus as digital partners in a multi-year deal.
  Over the last decade the team has grown and positioned itself at the sharp end of the Formula one grid. With the digital landscape of Formula One entering a new era, teaming up with Orange Bus will allow Sahara Force India to bring its fans the ultimate experience, whether on desktop or mobile, and to offer new ways to follow the team as the season unfolds.
  Orange Bus will deliver a range of
  
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• Apple purchases iCloud.net domain forcing social network to shut up shop

  23-02-2017 10:30
  
  Apple has muscled in on the iCloud.Net website, purchasing the domain for an undisclosed sum and leading to the closure of the independent social network which it hosted.
  Apple’s move for the Asian platform came abruptly with the site informing its users that it was to ‘stop all services’ without supplying further detail. It subsequently emerged that Apple was behind a recent buyout of the domain.
  It is doubtless not coincidental that iCloud so happens to be the term used by Ap
  
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• Manchester United ranked the most influential football team in China

  23-02-2017 10:05
  
  Manchester United’s increased marketing investment in China has paid off with the brand named as the most influential football team online.
  Manchester United beat out past winners Bayern Munich and Liverpool to take the top position in the annual Red Card Report, created by digital consultancy Mailman.
  The report, now in its sixth year, analyses the online presence of European Football Teams across Weibo, WeChat, websites, e-commerce platforms and apps to determine their influence in the l
  
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• Global DSP Turn acquired by Singaporean-owned Amobee

  23-02-2017 10:05 via campaignlive.co.uk
  
  Amobee, owned by Singaporean telco Singtel, has acquired DMP and DSP platform for US$310m (£248.6m).
  
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• Why online brands spend big on TV: Live stream from Thinkbox

  23-02-2017 10:03 via campaignlive.co.uk
  
  Join us today, 23 February, to watch a live stream from Thinkbox, which will explore why online brands are investing in TV advertising.
  
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• Microsoft chief Satya Nadella repudiates Bill Gates mission statement

  23-02-2017 10:01
  
  Microsoft chief executive Satya Nadella has distanced himself from his predecessor Bill Gates by revealing that the company’s founding ethos of ‘a computer on every desk and in every home’, did not sit well with him.
  Repudiating that goal however Nadella, who ascended to the throne in 2014, observed that it had one big flaw, namely that it was a finite goal which the company has now achieved – in the developed world at least.
  Speaking to USA Today Nadella said: &ldqu
  
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• Fairtrade hunts for emotional connection in strategy shift

  23-02-2017 10:00
  
  The Fairtrade Foundation is shifting its marketing strategy as it looks to engage with consumers emotionally by communicating the “human element” of its work.
  The Foundation is launching a new creative platform, ‘Don’t feed exploitation’ in preparation for its annual Fairtrade Fortnight, which this year runs from 27 February to 12 March. Created by new agency AMV BBDO, the strategy aims to show not just how well Fairtrade has done in improving the lives of farmers
  
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• Hopes for radical tenth anniversary iPhone technology dashed

  23-02-2017 09:24
  
  Analysts have scotched hopes that Apple’s looming tenth anniversary iPhone might shake up the staid sma,rtphone market with an exciting new design or futuristic technology – despite criticism that the current iPhone 7 failed to fully differentiate itself.
  Instead reports from suppliers suggest that the machine will be just another iterative advance with a hi-res screen and wireless capabilities, technologies already deployed by competitors.
  Apple remains tight-lipped about precisely
  
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• Unilever reviewing business after aborted Kraft Heinz takeover bid

  23-02-2017 08:40 via campaignlive.co.uk
  
  An attempted acquisition of Unilever by Kraft Heinz last weekend may have fizzled out, but the experience has led to soul-searching at the Dove, Marmite and Persil maker over whether it is providing sufficient return to shareholders.
  
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• O2 in £125m deal to keep naming rights to former Millennium Dome

  23-02-2017 07:31
  
  New 10-year deal with site owner AEG will extend mobile operator’s sponsorship of south-east London entertainment venueThe mobile operator O2 has struck a deal thought to be worth about £125m to keep the naming rights to the London venue the O2 until at least 2027.The 10-year deal, announced the day after the venue played host to the 2017 Brit awards, means the Telefonica-owned mobile operator’s relationship with what was once the ill-fated Millennium Dome will stretch to at le
  
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