Marketing news

• Twinn to retire as ISBA's director of public affairs

  13-03-2017 23:31 via campaignlive.co.uk
  
  Ian Twinn, ISBA's director of public affairs, is to retire after 18 years at the advertiser trade body.
  
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• Fred Schmidt finally receives MBE from a very Royal Nik Roope

  13-03-2017 23:08
  
  Fred Schmidt, the director of international affairs of Capital Factory and the global tech leader, was yesterday presented with his MBE in Austin during SXSW, however instead of being presented with his honour by a member of the Royal Family, he was honoured by Poke co-founder Nik Roope. 
  The MBE, received for services to UK/US relations, was initially announced last Summer. Karen Bell, the British Consul General for Texas presented Schmidt with his MBE but it was down to Englishman Roope t
  
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• Casey Neistat discusses his venture with CNN at SXSW

  13-03-2017 22:57
  
  Many of Casey Neistat’s fans and followers were surprised when the popular YouTube blogger announced late last year that he’d sold his video-sharing app Beme to CNN. During an hourlong panel at SXSW, Neistat attempted to clear up some of the confusion around why he decided to get involved with the news organization.
  Neistat explained to attendees that the initial reason why he started his daily YouTube vlog in 2015 was to promote Beme and chronicle what it’s like to be a tech e
  
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• Marissa Mayer to step down from Yahoo CEO role with $23m package

  13-03-2017 22:05
  
  Yahoo chief executive Marissa Mayer will step down from the role with a $23m severance package once its takeover from US telco verizon Wireless is completed later this year.
  Documents filed with Securities and Exchange Commission today (March 13) reveal that Mayer will step down as CEO of Yahoo, or what remains of the company post the deal in its Altaba guise, and pocket a $3m cash payment as well as $20m in stock. Although it is expected that she will remain with the resulting entity in so
  
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• Pearson's Project Literacy asks the public to ‘Give their Word’ to commit to breaking illiteracy

  13-03-2017 19:35
  
  Education company Pearson’s group Project Literacy has rolled out its ‘Alphabet of Illiteracy’ campaign as it gears up for a second year of sharing with the public the importance of literacy to the public.
  The 2017 campaign is focused on ‘inter-generational illiteracy’ with a series of films featuring people who suffer from these issues.
  Slots lasting half a minute, a minute and a minute and a half will be be seeded in the US and UK by the Village Communications for
  
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• Advertiser tracking concerns second only to hacking for web users, says Mozilla survey

  13-03-2017 19:04
  Hacking is a lead concern for web users, but it is closely followed by advertiser tracking, an issue the marketing industry may have to address if it wants to continue to deliver ads to these individuals.
  Internet company Mozilla has polled 30,000 of its users across France, Australia, Germany, Canada, the US and the UK about the state of the web, encompassing everything from security concerns to online protection – revealing a sizeable cross section of the digital-first public.
  The survey
  
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• B.heard sparks public debate with ‘billboard conversations’ from Sir John Hegarty

  13-03-2017 18:43
  Public opinion platform B.heard has today (13 March) debuted its ‘billboard conversation’ campaign, which features thought-provoking OOH creative designed by industry veteran Sir John Hegarty at The Garage Soho, and writer Neil Patterson.
  The first billboards have been unveiled in Glasgow. One plays on the contentious –and often argument-causing – issue of last summer’s referendum outcome, asking simply: ‘Brexshit? Brexhit?’
  Other inflammatory creative i
  
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• How Marvel is championing ads on its TV and movie output to entice fans to comic book stores

  13-03-2017 18:19
  
  Marvel remains one of Disney's most valuable properties, home to some of its most seminal characters, but it started out as a comic book company, and is keen to divert audiences of its TV and movie output to the origins of its most iconic stories, the comic book store.
  The company is finally going to utilise the sheer volume of people enjoying its properties on screens- big and small - by serving them relevant ads in a bid to drive traffic to comic book stores where iconic characters from X
  
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• The Football Association launches 'For All' brand purpose as part of equality push

  13-03-2017 18:14
  
  The Football Association (FA) has announced that it has adopted a new brand purpose, ‘For All’, as part a wide-ranging effort to promote equality within the sport.
  The new strategy has been developed by communications agency VCCP and will sit at the heart of the FA’s work, internally and externally, from grassroots right through to England’s 24 national teams. It will attempt to relay the message that football is open to everyone, regardless of gender, sexuality, ethnicit
  
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• Marketing beyond the trailer: Inside the making of Alien android short film Meet Walter

  13-03-2017 18:14
  
  Michael Fassbender makes a particularly creepy and very real-seeming android.
  Meet Walter, a short film by 20th Century Fox featuring an artificial intelligence-based “companion”, played by Fassbender, is a fitting short to help promote the new Ridley Scott movie Alien: Covenant.
  Walter is the name of the android, and he was developed by a team spanning chipset company AMD – the official CPU/GPU partner for the movie, 20th Century Fox, RSA Films (Scott’s company), 48 Comm
  
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• M&S, Starbucks, Microsoft and L'Oreal named among world's most ethical companies

  13-03-2017 18:14 via campaignlive.co.uk
  
  A number of leading consumer brand owners have been named in an annual list of the world's most ethical companies.
  
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• M&S, Starbucks, Microsoft and L'Oréal named among world's most ethical companies

  13-03-2017 18:14 via campaignlive.co.uk
  
  A number of leading consumer brand owners have been named in an annual list of the world's most ethical companies.
  
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• Is Instagram marketing still valuable for brands?

  13-03-2017 18:11
  
  A rift has been brewing among the sea of social media experts, bloggers and marketers alike all debating the relevance of Instagram for brands.
  The initial popularity and use of Instagram baffled many traditional marketers, as the early adopters – the millennials – flooded the app and boosted its remarkable growth. Some sceptics initially criticised Instagram, claiming the platform was only lucrative for food, fashion and generally more visual brands, and since the new
  
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• Panels, parties and – yes – pints: What you can expect from The Drum's very own pub at Advertising Week Europe

  13-03-2017 17:20
  
  From publishing to the pub business... here at The Drum we're getting ready to fulfil a collective lifelong ambition by opening our own London boozer for the duration of Advertising Week Europe.
  The Drum Arms will throw open its doors on Monday 20 March and will be located at 15 Denman Street, a short stroll from Advertising Week's Picturehouse Central venue in Piccadilly.
  As well as getting to have a drink with The Drum's award-winning editorial team in their natural habitat, visitors to t
  
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• What does FA stand for? New brand purpose says: For All

  13-03-2017 17:12 via campaignlive.co.uk
  
  The Football Association has announced a new brand purpose, "For all", which expresses the body's mission to support football for all people at all levels.
  
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• Adform raids Rubicon Project to bolster Southern Europe footprint

  13-03-2017 17:00
  
  Adform has followed up it latest round of cutbacks with the addition of four employees to bolster Southern Europe presence with the majority of the hires coming from fellow adtech outfit Rubicon Project, including its managing director for Continental Europe Julien Gardes.  
  Gardes is now Adform’s general manager for Southern Europe with responsibility for driving the expansion of its business in France as well as the rest of Southern Europe, and is joined by fellow ex-Rubicon employe
  
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• AAR teams with Creative Equals tying BBH, JWT, AKQA, R/GA, Sapient Nitro, AMVBBDO, CP+B, Mr President to equal gender representation

  13-03-2017 16:54
  
  The AAR has partnered with Creative Equals, a non-profit organisation tackling creative industry gender diversity, and in doing so, has signed many agencies to the 50:50 gender representation.
  Among the co-signers are some of the UK’s biggest agencies including BBH, JWT, AKQA, R/GA, Sapient Nitro, AMVBBDO, CP+B, Mr President, furthermore, the group said “many more have showed an interest to come onboard”.
  Kerry Glazer, chief executive of AAR, said: “There is such positive
  
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• Openess and collaboration growing around mobile video creation claims Facebook creative shop's Rob Newlan

  13-03-2017 16:46
  
  Facebook's team of creative heads are tasked with engaging with both brands and agencies, to utilize Facebook Live to create authentic moments and connect with people. At the forefront of this collaboration is  Rob Newlan, Facebook creative shop EMEA director advised in a recent interview with BeetTV that  taking live feed and targeting people is  something far more businesses and brands could and should be doing. 
  "Sports brands are bringing themselves onto li
  
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• Twitter’s European Supremo and Google’s head of digital join The Drum Arm’s panel debate on mobile advertising

  13-03-2017 16:38
  
  The Drum has announced the first panelists at The Drum Arms exclusive event, which will discuss how advertisers can better understand consumers and drop all the excuses that are slowing down their investment in mobile advertising.
  Bruce Daisley,  Twitter VP Europe; Emily Henderson, head of digital, Google Media Lab EMEA; and Bradley Hill, group account director of digital at Dentsu Aegis Network, will be joining the panel discussion during advertising week Europe 20-23 March, with more
  
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• Irish Defence Forces drive for new recruits in interactive game campaign

  13-03-2017 16:38
  
  The Irish Defence Forces have become the first military in the world to create a first-person interactive video as part of a recruitment campaign.
   Over the past week the launch of a mystery FPS (First Person Shooter) video game has been piquing the attention of Irish gaming aficionados. Little do the eagerly awaiting gamers know, the origin of ‘A New Dawn’ is not a developer, it is real life.
  Video of A New DawnA New Dawn
   
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  ‘A New Dawn’ is in fact th
  
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• International Olympics Committee selects Publicis to lead 2018 Winter Olympics brand campaign

  13-03-2017 16:24
  
  The International Olympic Committee (IOC) has appointed Publicis to lead its global brand campaign for the 2018 Winter Olympics in PyeongChang.
  The project will be led out of the Publicis UK office, with support from Publicis New York and its digital agency Poke, which it acquired in 2013.
  Together the agencies will be responsible for developing broadcast, digital activation and integrated Olympic channel content to promote the winter Games in South Korea.
  The campaign will launch in the months
  
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• Walkers creates special edition Leicester City packaging for crucial Champions League match

  13-03-2017 15:21
  
  Walkers has rebranded one of its most popular flavors of crisps in a sign of support for Leicester City ahead of the club’s crucial Champions League tie tomorrow night (14 March).
  The long-time sponsor of the Premier League club has unveiled a special edition of their new ‘Snap and Share’ packs which have been renamed ‘Cheers and Onion’ and feature the club’s kit and famous fox mascot.
  As part of the marketing activation around the promotion fans attending tom
  
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• Kong: Skull Island showcases 10 alternative movie posters crowdsourced by PosterSpy in New York

  13-03-2017 15:06
  PosterSpy and Legendary Pictures challenged the creative industry to create new posters for recently released movie Kong: Skull Island, the best of which were displayed around the premiere of the movie in Brooklyn, New York in addition to being shared on social media channel.
  As Warner Bros Pictures and Legendary look to publicise the return of the Kong franchise, a new entry into a renewed cinematic universe that will see an eventual clash with Godzilla and more classic monsters, the studi
  
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• ITV aims to make racing 'mainstream pop culture' with VR content from Cheltenham

  13-03-2017 14:53 via campaignlive.co.uk
  
  ITV will promote the broadcast of the Cheltenham Festival this week with the release of a daily virtual reality highlights package.
  
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• 5 killer stats to start your week

  13-03-2017 14:25
  
  The post 5 killer stats to start your week appeared first on Marketing Week.
  
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• Larry Kim’s top 10 Facebook and Twitter advertising content promotion hacks of all time

  13-03-2017 14:18
  
  It’s a truth universally acknowledged that content marketing and SEO are only getting more complicated. Thankfully, however, Larry Kim, CTO of online advertising firm WordStream and 2015 US Search Personality of the Year, was on hand at C3 in New York to share 10 of his best paid content promotion hacks in a Mission to Mars-themed presentation.
  According to Kim’s figures, 99.9% of brand content goes nowhere – and 50% gets zero social shares. What’
  
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• Hailo rebrands as MyTaxi following merger with Daimler Group app

  13-03-2017 13:47
  
  Hailo, the London-based black cab hailing platform, has now officially become MyTaxi, following a merger deal with the largest taxi app in Europe.
  Those travelling in London will be able to download the MyTaxi app from today (13 March), while Hailo’s branding is being replaced in cabs across the capital with MyTaxi’s not dissimilar yellow and black marketing collateral.
  Hailo users will be directed into their app store in order to download MyTaxi, and will not need to
  
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• Google streamlines Captcha, makes it easier to prove you're a human

  13-03-2017 13:39
  Google is removing some of the friction from web browsing by automating its Captcha service, a tool designed to identify and block bot traffic often used on ecommerce sites and more.
  The ‘Completely Automated Public Turing test to tell Computers and Humans Apart’ program (Captcha) required web users to use identify text and images to separate them from bots – this intelligence should be enough to differentiate web users from automated web traffic (although artificial intelligen
  
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• Hellmann’s aims to look ‘authentic and natural’ as it introduces new brand identity and positioning

  13-03-2017 13:31
  
  Hellmann’s mayonnaise has updated it brand positioning and identity to reflect a more ‘natural’ direction as consumers continue to look or products that are natural and sustainably sourced.
  Supported by a £7m marketing campaign, the brand relaunch will see a new pack design roll out across its full mayonnaise portfolio, featuring a more contemporary, “deli-inspired colour palette” to communicate the authenticity of the product. The brand’s blue ribbon wi
  
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• How Eurosport plans to make the Olympic rings its own and become the new home of the Games

  13-03-2017 13:20
  After securing the exclusive broadcast rights to the Olympics, Discovery Communications is pitching Eurosport as the new home of the games and prying audiences away from free-to-view alternatives. Chief executive, Peter Hutton, maintains this will be driven by its depth of coverage coupled with a greater sense of narrative around the sports and athletes competing.
  The Discovery Communications network is comprised of an ecliptic mix of channels, however a common attribute shared by
  
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• Amazon's Resistance Radio for the Man in the High Castle triggers Trump supporters

  13-03-2017 13:14
  
  Amazon is getting into the habit of kicking up a storm around the Man in the High Castle - a TV show imagining a world shaped by Nazi Germany’s WWII victory.
  From comparing President Donald Trump to the Man in the High Castle (Adolf Hitler) in a reworked Time cover, to emblazoning New York carriages with Nazi symbiology, the company's marketing has continuously created a lot of noise for its show around the controversial subject.
  Now, Amazon has released the Resistance Radio, an onlin
  
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• Unilever revamps Hellmann's in next phase of mayo war

  13-03-2017 13:03 via campaignlive.co.uk
  
  Unilever is rolling out a new look for Hellmann's mayonnaise and an improved recipe for its Light variant in a bid to shore up its market-leading position.
  
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• Cancer Research UK launches opt-in marketing drive

  13-03-2017 13:03 via campaignlive.co.uk
  
  Cancer Research UK has launched an ad campaign to highlight that from July only people who have given their permission will receive their fundraising marketing.
  
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• Sign up to our webinar on the true value of personalisation

  13-03-2017 12:45
  
  Most marketing clouds cannot deliver on the promise of personalisation because of siloed organisations, disconnected data and the reality of personalising offers and next best actions with separate rules and technology. Many marketers have yet to see how truly powerful personalisation can be, or how limited they really are when trying to tailor communications and messages for each customer. Until now. What if the number of options you had for responsive personalisation wasn’t two or three
  
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• Morphin' Time for Twitch as it streams 23 seasons of Power Rangers to reinforce TV ambitions

  13-03-2017 12:36
  
  Amazon’s video streaming platform Twitch will show every episode of the complete 23 season run of the Power Rangers as a means of promoting the rebooted movie of the same name that is soon to hit cinemas.
  A 17-day binge of the show, a total of 831 episodes will run from Tuesday 14 March to 30 March, additionally, viewers who subscribe to TwitchPresents will be able to use specially themed Power Rangers emoji.
  Adding an extra level of engagement, Twitchers can co-stream over the episodes to
  
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• SXSW diary: celebrity ghost writers and spoken word from geeks

  13-03-2017 12:28 via campaignlive.co.uk
  
  Laura Jordan Bambach, chief creative officer at Mr President, is on the ground in Austin at South by Southwest Interactive. She'll be sharing her highlights this week in a daily photo diary.
  
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• IOC appoints Publicis for 2018 Winter Olympics global campaign

  13-03-2017 12:24 via campaignlive.co.uk
  
  The International Olympic Committee has appointed Publicis to handle its global brand campaign for the 2018 Winter Olympics in South Korea.
  
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• Improving transparency ‘is not just down to Google’, says new UK boss

  13-03-2017 12:10
  
  Google managing director for UK and Ireland Ronan HarrisGoogle’s new boss for the UK and Ireland Ronan Harris has defended the company’s record on ad viewability and insisted that other stakeholders in the digital economy must play their part in improving standards.
  Harris faced a direct challenge over ad safety from WPP CEO Sir Martin Sorrell during an IPA event last week. Sorrell claimed that Google was being evasive about how its algorithms and advertising technology works, despi
  
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• Apples are not oranges – and ‘content marketing’ means nothing

  13-03-2017 12:06
  
  The moment that you slap a call-to-action on any piece of marketing collateral, it becomes direct-response advertising.
  More on that after a story.
  When I was a journalist in Boston, the staff once spent 30 minutes debating the definition of a word. I was writing an article about the city’s efforts to reduce accidents on Storrow Drive, and I wanted to use “collision” to refer to the sides of two cars hitting each other (as was a common occurrence). We argued over whether &ldquo
  
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• Creative Work of the Week: Ogilvy & Mather and Time to Change encourage men to 'be in your mate's corner'

  13-03-2017 12:01
  
  Ogilvy & Mather London and Time to Change’s new five-year campaign aimed at shifting attitudes towards mental health has impressed The Drum readers, winning this week’s European Creative Work of the Week title.
  Since being appointed in September, Ogilvy & Mather has set out to create a positive step-change in the way mental health is seen and spoken about across the UK.
  ‘In your mate’s corner’ urges men to recognise how their attitudes and behaviours can inf
  
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• IPONWEB taps Spotify’s programmatic chief Jakovljevic to lead publisher relations

  13-03-2017 12:00
  
  Adtech outfit IPONWEB has appointed Jana Jakovljevic as vice president of business development for North America to help bolster it growth in the region by better accommodating publisher demand. 
  Jakovljevic will focus on developing strategic new relationships with publishers and help promote IPONWEB’s platform-related businesses, operating out of the company’s New York office and reporting to Joseph Meehan, IPONWEB's general manager for North America.
  Jakovljevic brin
  
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• Flatlining of Adblock user numbers masks mobile shift

  13-03-2017 12:00
  
  Adblock Plus has moved to scotch suggestions that the number of internet users employing ad blocking software had plateaued by pointing out that mobile usage of the software continues to power ahead.
  The retort followed a statement from the International Advertising Bureau asserting that adblock usage was stagnating with 2017 UK usage hovering at 22%, a similar figure to that reached the year before.
  Ben Williams, head of operations and communications at Adblock Plus, commented: “If there&
  
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• Fiverr ad aimed at young freelance creatives dubbed 'depressing' and 'irresponsible'

  13-03-2017 11:45
  
  A campaign running on the London Underground for online freelance marketplace Fiverr has caused a stir online after being accused of making light of the poor working conditions experienced by some young creatives. 
  Fivver invites freelancers to list services from design to writing and voiceover and individual gigs online with prices ranging from £5 up to £995, and it's latest billboards centre around the ethos: 'In doers we trust'. 
  One poster in particular has been co
  
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• Verizon Ventures and R/GA team up for joint media tech venture

  13-03-2017 11:31
  
  Verizon Ventures, the telecom giant’s investment arm, has teamed up with advertising agency R/GA to launch a new media and tech venture studio.
  Modelled on similar venture capital start-up programmes, the initiative will dish out advice and funding but will crucially also offer products and partnerships with R/GA.
  This will take the form of a 14-week program open to up to 10 companies drawn from fields such as VR, AI and interactive advertising, who will each receive $100,000 in
  
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• Creative Works: Featuring ButterflyCannon, Lucky Generals, Don't Panic, Mother and more

  13-03-2017 11:31
  
  Welcome to The Drum Creative Works, in partnership with Workfront.
  As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.
  We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 20 March.
  For project i
  
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• Appboy Gets Personal with The Drum during Advertising Week

  13-03-2017 11:07
  
  Appboy and The Drum are to host a panel discussion at The Drum Arms pub in central London which will explore how brands can leverage technology effectively to create personalised experiences for their customers.
  During 20-23 March, The Drum Arms will act as The Drum's Advertising Week headquarter (and working pub) featuring activities, marketing insights, as well as entertainment.  It is here that Appboy will be hosting its panel debate: Let's get Personal: Creating Experiences Customers Lo
  
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• Facebook gives video watchers pause for thought with added functionality

  13-03-2017 11:00
  
  Facebook is seeking to drive video views with the trial of a new feature enabling viewers to pick up on a previously viewed video from where they left off.
  The ‘continue watching’ solution encourages viewers to pick up on where they left off in news feed videos with partially viewed content appearing near the top of some of their feeds on Facebook’s web platform.
  It is hoped that this strategy will pay dividends in terms of enticing more eyeballs Facebook’s way whilst als
  
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• eBay recruits in-house advertising sales team to drive new product ads

  13-03-2017 09:24
  
  Online auction house eBay has taken a leaf out of Amazon’s playbook by prioritising its own in-house advertising business for the first time, beginning the process of banning product ads linking to third party sites and bringing its own ad sales in-house.
  eBay is in process of recruiting for its own advertising sales team to bring in the changes to assist brands in making sales directly from eBay.
  The online retailer's hand has been swayed by increasingly aggressive moves by sector leader
  
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• AI, VR, bots and BBQ, The Drum Upfronts and other news: Editor's Overview

  13-03-2017 09:06
  
  Happy Monday - thanks for taking the time to read through another of my weekly previews for the week ahead. 
  Hello from Texas 
  I write this having spent the last four days in Austin, Texas where SXSW is taking place and it's proving to be an exceptional event once again with tech and marketing panels intersecting with the film, TV and music. Usually delegates are assigned a badge to follow one single stream (The Drum reporter's were always designated the Interaction stream) but this ye
  
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• BBC Player adds Malaysia to Asia-first VOD service rollout

  13-03-2017 08:38
  
  BBC Player now has a second Asian home in Malaysia, with partner Telekom Malaysia (TM), allowing the subscription video-on-demand service to be viewed online or via an app.
  Access to BBC First, BBC Brit, BBC Eart, BBC Lifestyle, CBeebies and BBC World News will be available via TM’s HyppTV, an IPTV service. The latest series of Top Gear will also be available exclusively on BBC Player.
  This launch follow’s BBC Player’s first Asian foray into Singapore with a test for subscripti
  
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