Marketing news

• Q&A: Verizon's first CCO Andrew McKechnie on building in-house creative, brand simplicity and agency collaboration

  01-03-2017 21:51 via campaignlive.com
  
  The telco giant's new creative marketing unit will be "a central hub for excellence" and "innovation," says McKechnie, a former global creative director at Apple.
  
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• US Creative Work of the Week: Bank of America profiles Special Olympics skier Chris O’Neil in short film

  01-03-2017 21:35
  
  Special Olympics USA sponsor Bank of America has launched a video series called “See The Ability” that chronicles the lives of athletes participating in the games.
  The first film in the series profiles Chris O’Neil, a skier who is heading to the Special Olympics World Winter Games taking place in Austria later this month.
  Created by Hill Holliday, the short documentary features interviews with O’Neil’s mom, sister, coach and best friend as they discuss his passion f
  
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• Facebook is preferred among three generations when researching a brand, yet millennials look for entertainment and information over deals

  01-03-2017 21:03
  
  With more than one billion active users, Facebook, which began as a collegiate social community, is now the social network of choice for multi-generations with 43.6% of those surveyed using it as their social network of choice.
  Collectively, a survey of millennials, gen-xers and baby boomers found Facebook to be 29% more popular than Instagram—the respondents’ nearest, cross-generational preference. Further, Facebook’s widespread popularity is nearly identical among Gen X (64.7
  
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• SAS, KLM, IBM, and Finnair on using AI and augmented reality to disrupt airline experiences

  01-03-2017 20:30
  
  The Drum has partnered with IBM iX to create a series of films during Mobile World Congress (MWC) exploring how mobile is driving disruption across businesses.
  On day three of the show, The Drum spoke with Rachel Zeeman, senior consultant, Apple and IBM partnership at IBM, Liesbeth Oudkerk, VP of digital transformation at KLM, Tero Valkiala, head of digital at Finnair, Ashraf Hoseini, manager of mobile solutions/EFB admin at SAS, and Klaus Eggert Hansen, air-purser and performance supporter at S
  
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• Showtime brings 'Twin Peaks' diner to SXSW

  01-03-2017 20:18 via campaignlive.com
  
  The cable network is promoting the return of the cult classic with coffee and cherry pie.
  
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• Sorrell susses Snapchat, Robocar revealed and Vice goes mobile: Wednesday at MWC 2017

  01-03-2017 20:04
  
  As Mobile World Congress begins to wind down, catch up with all the news from day three of the conference.
  Watch the video above to find out:
  Which companies WPP’s Sir Martin Sorrell reckons could topple the Facebook/Google duopoly
  The details behind the world’s first electric driverless car
  How Vice Media is committing itself to mobile
  And AOL’s marketing plans for 2017
  Check out The Drum’s MWC hub for more news and views from the show.
  
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• Telcos know the potential in mobile advertising, but premium content is still key, notes Havas global managing director

  01-03-2017 19:40
  
  With smartphones changing the game for advertisers and  mobile marketing now seen as  the 'golden brush,'  Dominique Delport, the Global MD of Havas Media Group notes that companies like Facebook and Google still remain “a real duopoly” owning 90 percent of the mobile marketing space.
  With telecommunications companies around the world now locked in an arms race to compete within and outside of the duopoly,  producing content and reaping advertising revenue “
  
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• Telcos know the potential in mobile advertising, but premium content is still key

  01-03-2017 19:40
  
  With smartphones changing the game for advertisers and  mobile marketing now seen as  the 'golden brush,'  Dominique Delport, the Global MD of Havas Media Group notes that companies like Facebook and Google still remain “a real duopoly” owning 90 percent of the mobile marketing space.
  With telecommunications companies around the world now locked in an arms race to compete within and outside of the duopoly,  producing content and reaping advertising revenue “
  
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• Telefonica, IAB, Tile, and IBM on how the role of humans will change with new technologies

  01-03-2017 19:35
  
  The Drum has partnered with IBM iX to create a series of films during Mobile World Congress (MWC) exploring how mobile is driving disruption across businesses.
  On day three of the show, The Drum spoke with Amanda Gosling, global partner at IBM iX, Scott Shillington, VP of sales and business development at Tile, Dan Rosen, global director of advertising at Telefonica, and Catherine Cribbin, senior mobile and marketing executive at IAB to find out which technologies are transforming human experien
  
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• Twitter to use algorithm to identify abusive accounts

  01-03-2017 19:18
  
  In its latest blog post, an update on safety, Twitter announced it has launched an effort to use algorithms to find and reduce abusive content.
   
  Ed Ho (@mrdonut), vice president of engineering at Twitter, wrote in a blog that the company is working to make Twitter safer, including introducing updates that leverage their technology to root out abusive content, give users more tools to control their experiences and communicate with users more clearly regarding actions they take.
   
  To he
  
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• Is an Open Source initiative the key to solving viewability problems?

  01-03-2017 19:00
  
  Following P&G’s chief brand officer Marc Pritchard’s criticism of the “murky at best, fraudulent at worst” media supply chain, the pressure is mounting on the industry to clean up its act and increase transparency around viewability.
  Speaking to The Drum at Mobile World Congress (MWC), Jason Cooper, mobile general at technology and data company, Integral Ad Science (IAS) said its Open Source SDK initiative can help marketers by providing a “unified approach
  
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• Channel 4 backs VR start-up content studio

  01-03-2017 18:48 via campaignlive.co.uk
  
  Channel 4 has taken a minority stake in a new British virtual reality start-up studio Parable as the broadcaster signals its interest in the sector.
  
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• Eurosport owner Discovery to make Olympic Games content fit for short-form on mobile screens

  01-03-2017 18:43
  
  Discovery Networks, the owner of Eurosport, is working to broaden its Olympics coverage from “one billion big screens” worldwide to “10 billion mobile screens” in a bid to exploit the growth of online video viewing ahead of the Tokyo Games in 2022.
  Jean-Briac Perrette, president and chief executive of Discovery, outlined at MWC on Wednesday (1 March) how the company will leverage mobile at the tournament. The move aims to make the most of the broadcast rights to the
  
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• The government's digital strategy has a glaring omission – creativity

  01-03-2017 18:23
  
  Today’s announcement of the UK government's digital strategy is a welcome indication that our leaders recognise the role of technology to shape the country’s future on the world stage. Aiming to achieve a ‘world-leading digital economy that works for everyone’ is also a fitting aspiration as diverse population require divergent tech to meet their needs.
  But of course, there’s a ‘but’. The strategy meets a minimum requirement of recognising the opportunit
  
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• Snap's IPO sets company's value at $19.7bn

  01-03-2017 18:10 via campaignlive.co.uk
  
  Snap's much anticipated IPO has just managed to hit within the company's revised target valuation of $19.5bn-$22.2bn (£15.88bn-£18.08bn), at $17 a share.
  
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• Snap IPO's sets company's value at $19.7bn

  01-03-2017 18:10 via campaignlive.co.uk
  
  Snap's much anticipated IPO has just managed to hit within the company's revised target valuation of $19.5bn-$22.2bn (£15.88bn-£18.08), at $17 a share.
  
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• Instagram rolls out full screen ads on Stories globally

  01-03-2017 18:00
  
  Instagram has opened up its Stories platform to advertisers globally for the first time, rolling out full screen, sound-on ad formats to businesses of any size around the world.
  It’s a timely announcement that comes just hours before rival Snapchat, the app that first pioneered vertical image-sharing, is preparing to go public.
  The ad formats are identical to the way users can create a Story – either images, videos or a mixture of both – and will appear in a user&rsqu
  
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• 'Capitalize on every opportunity': 7 questions with Cliff Atkinson, Saatchi & Saatchi LA and Kirstin Atkinson, Walton Isaacson

  01-03-2017 17:50
  
  Editor’s note: ThinkLA’s DIG (Diversity, Gender, Inclusion) initiative has been created to celebrate and work towards greater diversity in Los Angeles. ThinkLA and The Drum are pleased to highlight African American leaders in the Los Angeles marketing community, their thoughts on the industry and how to build greater momentum for all.
  Cliff Atkinson, interactive communication director, Saatchi & Saatchi LA, and Kirstin Atkinson, VP, media & branded Integration,
  
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• Instagram launches ads in Stories globally

  01-03-2017 17:47 via campaignlive.co.uk
  
  Instagram has officially launched its immersive, full-screen ads within Instagram Stories today.
  
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• Vice boss Shane Smith hits out at media and mobile companies for 'road-blocking' progress

  01-03-2017 17:46 via campaignlive.co.uk
  
  Legacy businesses are continually putting up barriers to innovation in the distribution of video content, despite a widespread acceptance of what needs to happen, Vice founder Shane Smith has claimed.
  
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• 'Having people who are innately curious': Omelet’s Thas Naseemuddeen on what it takes to be a great creative

  01-03-2017 17:45
  
  The Drum recently caught up with Thas Naseemuddeen, partner and chief strategy officer at Omelet to find out what she thinks it takes to be a great creative.
  For Naseemuddeen, who joined Omelet in 2015, when she thinks of a great creative, a great partner is what springs to mind as she works as a team in her role to find creatives.
  She explained the need to think outside the box and look in unusual places, saying: “For me what I am really looking for is the notion of curiosity.
  “Havi
  
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• Mastering the content generation: How to create successful video marketing

  01-03-2017 17:22
  
  The way audiences consume video content is changing; YouTube reaches more 18-34 year olds on mobile alone than any US cable network, Facebook is currently driving 8bn video views per day, Cisco says that 80% of Internet users own smartphones and by 2020, 75% of mobile traffic will be video.
  Mobile video versus traditional video 
  Taking into consideration time limitations and the accessibility requirements of modern day living, mobile video content is one of the most effective
  
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• Sorrell: Trump presidency is good news for global economy

  01-03-2017 17:14 via campaignlive.co.uk
  
  Sir Martin Sorrell believes Donald Trump's presidency is "good news" for the world economy, and has criticised Barack Obama for being "diffident" towards the business community.
  
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• Grey London's joint ECD Dom Goldman departs

  01-03-2017 16:55 via campaignlive.co.uk
  
  Dom Goldman, one of Grey London's executive creative directors, has left the agency.
  
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• Vice CEO: Brands are investing too much in platforms and not in enough in exclusive content

  01-03-2017 16:52
  
  This year’s Mobile World Congress agenda has seen a rise in talks about content but it comes at a time where advertisers have numerous platforms to choose from and Vice’s chief executive, Shane Smith, believes that there’s too much investment in the latter.
  He said: “If you embrace new technologies you are going to need to have great premium content. Everyone’s investing into platform, platform, platform but what are you going to fill the pipe with?
  “At the e
  
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• Vice CEO: Brands are investing too much in platforms and not enough in exclusive content

  01-03-2017 16:52
  
  This year’s Mobile World Congress agenda has seen a rise in talks about content but it comes at a time where advertisers have numerous platforms to choose from and Vice’s chief executive, Shane Smith, believes that there’s too much investment in the latter.
  He said: “If you embrace new technologies you are going to need to have great premium content. Everyone’s investing into platform, platform, platform but what are you going to fill the pipe with?
  “At the e
  
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• How Saatchi NY’s new leadership plans to live up to the agency’s lofty “Nothing is Impossible” mantra

  01-03-2017 16:44
  
  When Andrea Diquez and Javier Campopiano took on their respective roles as chief executive and chief creative officer of Saatchi & Saatchi New York last summer, things at the agency weren’t exactly smooth sailing. The Publicis shop was about to lose its longtime General Mills account, former chief executive Brent Smart and chief creative officer Jay Benjamin had both left the agency to pursue other opportunities, and Kevin Roberts had just resigned from his role as Saatchi & Saatch
  
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• #SMWNYC: How brands can integrate bots into the overall customer experience

  01-03-2017 16:38
  
  Bots are still relatively new, which makes them mostly uncharted territory for brands. That’s according to Dan Gardner, executive creative director of creative agency Code and Theory, who spoke Tuesday (February 28) at Social Media Week in New York.
  But because a brand is the sum of all its interactions, brands should not just think about a bot experience, but rather about integrating bots into the overall brand experience, he added.
  And while stressing bots are still immature, Gardne
  
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• Make marketing like the news, urges Saatchis' head of planning

  01-03-2017 16:27 via campaignlive.co.uk
  
  Brands can produce striking creative by making marketing a bit more like the news, according to Saatchi & Saatchi London's head of planning Sam Wise.
  
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• The Design Business Association unveils new site from Spring

  01-03-2017 16:20
  
  The Design Business Association (DBA) has unveiled its new website, following a major refresh by design agency Spring.
  The new site offers a streamlined aesthetic and enhanced user experience, with improved access to a wealth of information and essential resources.
  Deborah Dawton, chief executive of DBA, said: “The DBA exists to champion design as a driver of business growth and reputation, and our new website demonstrates our authority. The scale of the project was met with enthusiasm by
  
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• Yahoo's Nigel Clarkson on 5G, automated cars and connected shoes at Mobile World Congress

  01-03-2017 15:44
  
  7,000 steps – or 8km – walked today, according to my health app. But I’m just one of the 100,000 people expected to step foot at Mobile World Congress this year. As mentioned yesterday, with no big new handset launches to be announced, the content is much more about what you can do on your mobile rather than the mobile itself, which makes the show more attractive than ever to the marketing industry. 
  The internet of things is a definite theme at this MWC. We've been talkin
  
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• #SMWNYC: How The Atlantic reinvented itself after 150 years in the magazine business

  01-03-2017 15:37
  
  The Atlantic was founded in March 1857 by writers like Oliver Wendell Holmes, Ralph Waldo Emerson, James Russell Lowell, Henry Wadsworth Longfellow and Harriet Beecher Stowe with two goals: to end slavery and to create a magazine in which its founders could get their work published. That’s according to Bob Cohn, president of The Atlantic, who spoke Tuesday (February 28) at Social Media Week in New York.
  And its founding manifesto – in which The Atlantic said it strived to be independ
  
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• Government focuses on AI and data in post-Brexit digital strategy

  01-03-2017 15:37
  
  The Government’s new digital strategy has outlined key changes it wants to make in 2017, including a heavy focus on AI, data and to create new markets for the UK’s creative industries.
  In a speech today (1 March), culture secretary Karen Bradley says the digital sector needs to be taken seriously as it is now worth 7% of the the economy and grew nearly three times faster than comparable sectors in 2015.
  “But that does not mean that we can stand still. And just keeping up shoul
  
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• Premier League sleeve sponsorship: Which brands will move in?

  01-03-2017 15:26
  
  The Premier League has authorised sponsorship branding on the shirt sleeves of its club's kits in a move sponsorship experts claim could see a greater influx of betting companies in the game.
  Mirroring the commercial ploy used in other European Leagues- such as La Liga where the likes of Barcelona have Beko on the arm of their shirts - the English top flight will now allow clubs to sell the rights to their left shirt sleeve from the start of the 2017/18 season onwards.
  The value of the space is
  
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• Hello Fresh launches pop-up store designed by Hot Pickle

  01-03-2017 15:02 via campaignlive.co.uk
  
  Hello Fresh, the online meal delivery company, is opening its first physical retail presence in London's Old Street.
  
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• Has UK Government set out a suitable digital strategy for the future? Hear what BIMA thinks

  01-03-2017 14:46
  
  With the UK Government having set out its first digital strategy put forward since Prime Minister Theresa May took office, BIMA's joint chair, Natalie Gross offers the response of the organisation. 
  BIMA welcomes the publication of today’s UK Digital Strategy policy paper. It is long overdue for a nation where digital leadership can truly set us apart on a Global stage. Britain has unique characteristics – governance, size, industry sector leadership, education infrastructu
  
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• Vodafone marketer Lowes: 'I'm a sitting duck'

  01-03-2017 14:29 via campaignlive.co.uk
  
  Katrina Lowes, head of marketing at Vodafone Global Enterprise, revealed the pressures of trying to build a long-term brand while working under the constant threat of short-term budget cutbacks.
  
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• Vodafone marketing head: Shiny new things don’t hit targets

  01-03-2017 14:26
  
  In the face of growing pressure to deliver financial results, marketers should shy away from “shiny new things” and focus on adding long-term value to the business, Vodafone says.
  Speaking at Newsworks’ Shift 2017 conference this morning (1 March), Vodafone Global Enterprise’s head of marketing Katrina Lowes said she faces a challenge building a long-term brand when her “measurement window is only 12 weeks”.
  The business has to report its results to the city
  
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• Vodafone marketing head: Shiny new things don’t help us hit targets

  01-03-2017 14:26
  
  In the face of growing pressure to deliver financial results, marketers should shy away from “shiny new things” and focus on adding long-term value to the business, Vodafone says.
  Speaking at Newsworks’ Shift 2017 conference this morning (1 March), Vodafone Global Enterprise’s head of marketing Katrina Lowes said she faces a challenge building a long-term brand when her “measurement window is only 12 weeks”.
  The business has to report its results to the city
  
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• Why Donald Trump is a shot in the arm for brand activism

  01-03-2017 14:19
  
  He’s brought them out in droves – the likes of Scarlett Johansson and Jake and Maggie Gyllenhaal marching in solidarity with their brothers and sisters. 
  And then there was Meryl Streep speaking out and getting a standing ovation at the Oscars for her “overrated” career – that's the career in the other envelope together with the Alternative Winners. 
  Good for them, and great publicity around the awards season. You could argue they should be thank
  
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• How the Atlantic created a personalized timeline of your life

  01-03-2017 13:58
  
  How will history remember your lifetime? Drawing on its 160-year archives, the Atlantic has found a way to give each of its readers an answer to that question.
  This week, the venerable magazine brand launched Life Timeline, an online experience that takes participants on a personalized tour through the political, pop-culture and social moments that shaped the world around them during the key milestones of their lives.
  Put in your birthdate, and you’re given a tailored timeline featuring 10
  
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• Facebook EMEA boss Mendelsohn: 'Culture is not a luxury'

  01-03-2017 13:12 via campaignlive.co.uk
  
  Facebook's EMEA vice-president Nicola Mendelsohn has argued building a work culture "is not a luxury" and is something that must be put at the core of a business from day one.
  
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• Hello Fresh unveils bricks and mortor London pop-up aimed at busy commuters

  01-03-2017 13:11
  
  Grocery delivery firm Hello Fresh has unveiled its first physical retail experience, going from clicks to bricks in order to target hungry London commuters. 
  Opening today (1 March) for four weeks, the brand's pop-up store in Old Street station will sell its recipe kits in the capital. 
  The stunt was crafted for the five year-old brand by experiential agency Hot Pickle in response to feedback from customers who said they would like the flexibility of picking up a kit on their way home
  
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• Brands challenged to keep up with the pace of tech

  01-03-2017 13:08 via campaignlive.co.uk
  
  If there was a unifying trend among the conversations at Mobile World Congress in Barcelona this week, it might have been the acceleration of technology beyond the point at which humans can understand and exploit it.
  
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• Vice closes in on convergence between media and telcos with eight major mobile video deals

  01-03-2017 13:00
  
  Vice Media has struck eight partnerships with mobile providers worldwide including Vodafone, Verizon and AbemaTV that will quicken the brand’s bid to reach as many millennial viewers with its content.
  The media owner claimed the deals across Asia Pacific, the Middle East, the United States and Canada, will help it woo between 200 million to 300 million new users. The breadth of Vice's ties with some of the world’s largest telecommunications business
  
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• Google champions YouTube viewability in bid to boost trust in digital advertising

  01-03-2017 12:58
  
  Advertisers are becoming increasingly aware of the issues around measurement and the viewability of online advertising. Just last month Procter & Gamble’s chief brand officer Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain.
  And, speaking to Marketing Week at Mobile World Congress, UK director of branding and consumer markets at Google David Black says it is top of Google’s agenda too.
  &ldqu
  
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• Friends or foes: Are home smart speakers overstepping their boundaries?

  01-03-2017 12:42
  
  Christmas 2016 saw the UK release of Amazon’s Echo device – an intelligent home smart speaker that uses the Alexa voice search system to access online services and control smart home devices. 2017 will see Google competing with their version by revealing Google Home.
  The unsuspecting user will see these as ‘ease of life’ devices, designed to help them access services, search engines and control other devices without even needing a phone, tablet or laptop. However, from a
  
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• L’Oréal on how the ‘power’ of diversity transformed the brand and pushed sales

  01-03-2017 12:21
  
  L’Oréal Paris says its increased focus on diversity has pushed sales and led people to reappraise the brand.
  The campaign for its True Match foundation, which came out in August last year, targeted men for the first time. It decided to pick male blogger and makeup artist Gary, aka ‘The Plastic Boy’, as one of its brand ambassadors, to reflect the fact that more men are wearing makeup.
  Speaking to Marketing Week, the brand’s UK general manager Adrien Koskas says th
  
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• L’Oréal on how the ‘power’ of diversity transformed the brand

  01-03-2017 12:21
  
  L’Oréal Paris says its increased focus on diversity has pushed sales and led people to reappraise the brand.
  The campaign for its True Match foundation, which came out in August last year, targeted men for the first time. It decided to pick male blogger and makeup artist Gary, aka ‘The Plastic Boy’, as one of its brand ambassadors, to reflect the fact that more men are wearing makeup.
  Speaking to Marketing Week, the brand’s UK general manager Adrien Koskas says th
  
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• Turkey of the week: Clarks "Nature IV: Redesigned. Redefined. Reborn" by BlindPig

  01-03-2017 12:17 via campaignlive.co.uk
  
  Emily Tan is bored and irritated by this Clarks commercial.
  
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