Marketing news

• As Facebook's walled garden is slowly scaled back, sophisticated marketers offer ongoing insight to company itself

  15-03-2017 21:30
  
  As Facebook shakes off the perception that it is a fortress of information, collectively known along with Google as the 'walled gardens' or the 'duopoly' the push by marketers for more information on how ads perform on their properties, places Facebook in the unique position of learning from the marketers themselves, according to Daniel Slotwiner, director of advertising research at Facebook.  
  While marketers are quick to highlight the growing threat posed by digital advertising budgets be
  
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• Eyeview taps Brian Katz, formerly of TiVo to focus on addressable TV markets

  15-03-2017 20:44
  
  Video marketing company Eyeview  has appointed Brian Katz as the vice president of advanced TV, insights and strategy the company announced this week.
  Katz formerly served as senior vice president at TiVo and held multiple roles at NBCU cable and distribution units. He began his career at Paramount doing syndicated programming for UPN. 
  This appointment will be instrumental as Eyeview moves to own the outcome-based video marketing category.&
  
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• Mondelez parts ways with senior digital marketer Bob Rupczynski after just four months

  15-03-2017 20:06
  
  Mondelez International senior digital marketer Bob Rupczynski is to depart after only four months in the role.
  Rupczynski, who joined the confectionery maker as vice president and global head of media, data and digital in November, took over the role from the hugely successful Bonin Bough. 
  He was previously at the Kraft Heinz Company, where he was vice president for media, data and CRM. At the time of writing, it was not clear why he was to leave. 
  A spokesperson for Mondelez &nb
  
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• Kong: Skull Island ominously appears on Google Maps

  15-03-2017 19:17
  
  Legendary Pictures is adding to the intrigue around the launch of Kong: Skull Island by having Google Maps feature the wild island on its service.
  The marketing stunt shows 200 photos of the island and directs users towards the movie’s website ‘discoverskullisland.com’.
  Supposedly based in the South Pacific, the island has received just shy of 8,000 reviews, receiving an overall review of 3.7 out of 5 stars.Skull Island
   
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  Some of the reviews include: "Food 
  
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• The NHL blends VR and real life in its Stanley Cup experience

  15-03-2017 19:08
  
  In celebration of the 125th anniversary of the Stanley Cup, the National Hockey League (NHL) championship trophy, the league commissioned advertising agency R&R Partners to create a VR experience that ended with the actual Stanley Cup for 91 lucky hockey fans in Pittsburgh.
  That’s because Pittsburgh’s PPG Paints Arena, home of the NHL’s Penguins, which also happen to be the 2016 Stanley Cup champion, served as the backdrop for the experience. The NHL invited fans into
  
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• 8 jingles in 8 hours: Behind the SXSW Jingle Hack

  15-03-2017 18:57
  
  Some people take days, months or even years to write a catchy song. For the Jingle Punks – a songwriting troupe and creative agency that works on commercial jingles for brands and radio companies – churning out a worthy tune can take an hour, a point they proved at iHeartRadio in Austin during SXSW.
  The radio and media company hosted a Jingle Hack event at its Austin creative studio, where the Jingle Punks met with eight different clients, building and recording jingles that will eve
  
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• Kia wants you to smell the exertion of your favourite NBA teams

  15-03-2017 18:20
  
  NBA players work up a sweat shooting the hoops and the leagues official automotive partner Kia wants you to know it with a pungent new stunt.
  Kia has unveiled NBA air fresheners providing drivers with each team’s ‘distinct in-game musk’ – the call to action will be that the products will only be stocked across 190 American Kia dealerships.
  The campaign from Momentum Worldwide has been promoted on social media, with further shares coming from 12 of the NBA teams the auto m
  
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• Have UK marketers under-estimated the impact of EU privacy laws? Only 6% claim to understand what GDPR means for business

  15-03-2017 18:09
  
  Only 6% of UK marketers feel they fully grasp what forthcoming EU-wide privacy rules will mean for their business, according to a study, with just over one-third of those surveyed admitting they don’t know whether their company has taken any steps to ensure they are compliant.
  From May 2018, the EU General Data Protection Regulation (GDPR) will come into effect. The reform is one of the most significant in years at 200-pages long and formalises concepts like the ‘right to be forgotte
  
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• Top holding companies

  15-03-2017 17:29
  
  The top holding companies ranked by media and advertising
  
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• Kitcatt Nohr and Chemistry to merge into DigitasLBi

  15-03-2017 17:12
  
  Kitcatt Nohr and Chemistry, the Publicis Groupe direct agencies, are to be integrated into DigitasLBi to create a CRM specialist hub.
  
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• Google and Facebook hiding behind customer privacy instead of sorting out ad fraud is a cop-out, says TUI

  15-03-2017 17:11
  
  TUI believes Google and Facebook need to stop hiding behind “customer privacy” policies and start taking ad fraud seriously – but warns marketers also need to take responsibility instead of “pointing the finger of blame” to others.
  A new report by fraud detection specialists Adloox suggests the global cost of advertising fraud may have previously been significantly under-reported.
  Previously believed to cost advertisers $7.2bn (£5.9bn) globally each year, Adlo
  
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• Asos on the shortfalls of Amazon and Netflix-style personalisation

  15-03-2017 17:08
  
  Even though Netflix and Amazon are held up by many as among the greats when it comes to digital personalisation, their reliance on studying the past behaviour of consumers also has its shortfalls.
  Speaking at the Market Research Society’s Impact conference today (15 March), Celina Burnett, head of marketing analytics at online fashion retailer Asos, claimed there’s just as much marketers can learn from what the two digital giants are getting wrong.
  She explained: “When I go on
  
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• US Weekly looks set to be taken over by National Enquirer team as Tronc drops out

  15-03-2017 16:51
  
  National Enquirer owner American Media Inc. looks set to take over the celebrity mag  US Weekly after the colllapse of a bid from   Tronc says the New York Post, citing  Media Ink.
  “It’s a done deal,” one source  reportedly said.
  "It is a stunning turn of events that has sent a new round of panic through the ranks at Us Weekly, currently owned by publishing magnate Jann Wenner," said the Post.  "The fear is that up to 100 layoffs may
  
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• Five cool things from SXSW: robots chatting, YouTube's 6 second haikus and more

  15-03-2017 16:51
  
  As SXSW comes to a close for another year, some delegates from the marketing services sector offer their views on some of the cool stuff they saw while spending a few days around Austin, today Marie Stafford from J Walter Thompson Innovation Group tells us what she enjoyed.
  1. Virtual hats 
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  There were more headset-experiences than you could shake a stick at this year, but Inition’s Spatium, which celebrated the sculptural qualities of one of Philip Treacy’s millinery
  
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• News UK’s commercial director: ‘Brands need to understand the line between personalisation and digital stalking’

  15-03-2017 16:30
  
  Most brands want to jump on the personalisation bandwagon by finding new and deeper ways of connecting with consumers. But while technology gives brands the ability to target users one-to-one, it is very easy to go too far and get it all wrong, according to Ben Walmsley, commercial director at News UK.
  “It's about understanding the dividing line between personalisation and digital stalking. Retargeting has developed a bad name because people used it badly, chasing people too aggressively a
  
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• How RPA used a simple idea to break through at SXSW

  15-03-2017 16:08
  
  Cutting through the clutter of anything, let alone the cacophony that is SXSW, is daunting. But, through the simple use of an existing feature of the iPhone, Los Angeles independent agency RPA made a splash in unexpected ways in Austin.
  Using the phone’s AirDrop feature, the agency set out to make new friends and build momentum for recruiting new talent. Specifically targeting SXSW panels where a raft of strong talent would be in attendance, RPA pinged attendees who had their AirDrop featu
  
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• Posterscope deploys AI to help brands optimise their OOH hourly

  15-03-2017 16:07
  
  Posterscope has added an AI-powered feature to its programmatic platform that will allow advertisers to optimise out-of-home advertising on an hourly basis.
  
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• JWT Amsterdam chef stuffs his face with his menu to showcase his kitchen cred

  15-03-2017 16:04
  
  J. Walter Thompson Amsterdam is looking to attract talent to its hallways by leveraging the quality of its cafeteria in a horrific collaboration between the company’s chef and photographer.
  The agency has coated chef Robbie Postma in food to show how creative his fare can get, all captured by photographer Robert Harrison.
  The #Menu campaign, an out of hours job from the duo, shows portraits of Postma intricately coated in his menu items, assumedly to get clients, talent and potential
  
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• Posterscope 'evolves' digital OOH offering with AI-driven, programmatic ad-serving

  15-03-2017 15:39
  
  Posterscope has today (15 March) debuted its Dynamic Scheduling service, which offers clients – including early adopters Charlotte Tilbury and Santander – access to programmatic ad serving across all digital out-of-home campaigns.
  Powered by Liveposter, the platform is ‘programmatic’ in the sense that different creative from the same campaign is served based on time, place and audience.
  Digital billboard ads can be optimised hourly by location to target a specif
  
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• Kesha talks social media, new music and being an activist at SXSW

  15-03-2017 15:17
  
  During a conversation at SXSW with Refinery29’s chief content officer Amy Emmerich, pop star Kesha discussed everything from online bullying and social media to being an animal rights activist and her work with the National Eating Disorders Association.
  The singer of hits including “Tik Tok” and “We R Who We R” did not discuss her ongoing legal battle with producer Dr. Luke that began in 2014 when she sued him for “sexually, physically, verbally, and emotional
  
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• Film academy president and Hidden Figures writer discuss diversity and togetherness at SXSW

  15-03-2017 15:01
  
  In her first public appearance since the Oscars award ceremony (and associated end-of-show brouhaha), Academy of Motion Picture Arts and Sciences president Cheryl Boone Isaacs took the stage at SXSW with Academy Award-nominated Hidden Figures screenwriter Allison Schroeder in a wide-ranging conversation about Hollywood.
  The convivial environment lent itself to a panel that didn’t necessarily go into great depth, but touched on a number of interesting subjects and stories that shed light on
  
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• Verica Djurdjevic named PHD UK chief executive

  15-03-2017 14:58
  
  Verica Djurdjevic says "doing great work for clients" and promoting "a great sense of team" at PHD will be her biggest motivators when she takes over as UK chief executive next month.
  
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• Marketoonist on content marketing overload

  15-03-2017 14:12
  
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on content marketing overload appeared first on Marketing Week.
  
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• ‘Give marketers flexibility and you’ll see a productivity boost’

  15-03-2017 14:07
  
  Marketing leaders need to focus on flexibility and understanding the different needs of individual workers, not try to increase working hours, if they want happier workers and a boost to productivity.
  Productivity is a measure of how much value the economy gets from each hour of work. And in the UK it is lagging. It has barely grown since the financial crisis and is now 35% behind Germany and 30% behind the US. There are two ways to improve it; use better machinery or increase the speed and qual
  
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• Nissan owners most likely to shop at Aldi, Beemers love John Lewis, says Viant study

  15-03-2017 13:56
  
  Time Inc adtech company Viant has revealed just what cars say about consumers. Each brand captures varying demographics and as a result, their shopping habits and trends can be accurately estimated – providing new opportunities to brands.
  Accessing Viant’s 24.5m registered users, the company compared the habits of two million UK auto shoppers driving either BMW, Nissan or Ford cars. 
  The study revealed that discount retailer Aldi is more likely to be visited by Nissan owner
  
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• Eurosport partners with NowThis to boost Olympics mobile strategy

  15-03-2017 13:56
  
  Discovery Communications has agreed a content partnership with digital news platform NowThis as part of its digital strategy to broaden Eurosport’s Olympics coverage and engage more with audiences on mobile.
  The partnership will see NowThis launch a specific sports platform which will act as a social video production arm for Eurosport’s Olympic coverage.
  NowThis has grown massively since its launch in 2012. The platform delivers the news in 22- to 90-second videos host
  
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• Facebook is committed to being open and transparent, claims Nicola Mendelsohn

  15-03-2017 13:45
  
  Facebook’s EMEA boss Nicola Mendelsohn says the social network is “committed to being open and transparent” when it comes to measurement and metrics as it faces a growing backlash from the ad industry over measurement errors and the effectiveness of digital advertising.
  Speaking at the Market Research Society’s Impact conference yesterday (14 March), Mendelsohn used her speech to claim that “being open” is one of Facebook’s five core pillars and that it
  
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• Facebook chief: We are 'people first, transparent and striving to be open'

  15-03-2017 13:28
  
  Nicola Mendelsohn, Facebook's EMEA vice-president, has set out the values of the tech giant following a spate of scepticism from advertisers about its ad platform.
  
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• Turkey of the week: Cadbury Dairy Milk "A match made in heaven" by The Story Lab

  15-03-2017 13:24
  
  Simon Gwynn thinks Mondelez is barking up the wrong tree in this brand crossover campaign.
  
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• Pick of the week: MailChimp "JailBlimp" by Droga5

  15-03-2017 13:18
  
  Maria Iu choked on her popcorn watching this ad at the cinema.
  
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• How cooking show Tasty has taken a big bite of the social video market

  15-03-2017 13:17
  
  A year and a bit ago now, BuzzFeed set up a cooking series called ‘Tasty’. Today, it has hundreds of millions of followers - but why?
  Over the last few years we’ve reached a point where the use of video is largely unavoidable for brands on social media. Web users are consuming more and more video content than ever before, with social networks geared up to provide that content quickly and easily. On Instagram or Facebook, users can scroll through their feed and have videos auto-
  
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• Vodafone picks OgilvyOne for customer acquisition

  15-03-2017 13:11
  
  Vodafone has appointed OgilvyOne to lead its customer acquisition programme.
  
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• PepsiCo and BBC reveal how they future-proof their brands

  15-03-2017 13:10
  
  Senior marketers from the BBC and PepsiCo have presented alternative ways to help unlock growth and future-proof brands for the changing needs of consumers.
  
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• Bauer Media’s Kiss ties with Power Rangers for Power Mixers campaign

  15-03-2017 13:09
  
  The Kiss network has partnered with Lionsgate UK for a partnership that will see it partner the Power Rangers in a campaign that offers aspiring DJs the “chance to play a gig of a lifetime” - a competition it is calling Power Mixers.
  Taking influence from the movie’s premise, five teens who inherit extraordinary powers, Kiss is building the campaign around a digital pop-up radio station, offering to play 10 tracks from aspiring DJs.
  Abby Carvosso, group managing director Bauer
  
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• Google UK MD Ronan Harris on how love-hate relationship with advertisers is set for another twist

  15-03-2017 13:08
  
  Branded by some as the ‘bad guy’ in the current transparency crisis, the online behemoth argues those concerns will only ever abate if advertisers work with it to move the value of media beyond price.
  Google believes its own efforts to ease brands over online media’s pitfalls are only as good as their willingness to know where those pitfalls are. Only then can there be any real response from the wider industry to questions of ad fraud, brand safety and viewability that hav
  
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• Google UK MD Ronan Harris on how its love-hate relationship with advertisers is set for another twist

  15-03-2017 13:08
  
  Branded by some as the ‘bad guy’ in the current transparency crisis, the online behemoth argues those concerns will only ever abate if advertisers work with it to move the value of media beyond price.
  Google believes its own efforts to ease brands over online media’s pitfalls are only as good as their willingness to know where those pitfalls are. Only then can there be any real response from the wider industry to questions of ad fraud, brand safety and viewability that hav
  
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• Creature of London picks up British Red Cross

  15-03-2017 13:05
  
  The British Red Cross has appointed Creature of London to handle its creative and strategy work.
  
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• Barclays puts media up for review

  15-03-2017 13:04
  
  Maxus is on alert as Barclays has called an estimated £60m global media review.
  
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• First large format landscape digital screen network connects UK's top 20 conurbations

  15-03-2017 12:54
  
  Cutting edge digital technology will allow brands to target millions of drivers using the country's busy motorway network
  
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• Melanie Sykes returns for new Boddingtons campaign

  15-03-2017 12:51
  
  Anheuser-Busch InBev is reviving the famous partnership between Boddingtons bitter and the TV presenter and model Melanie Sykes.
  
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• M&C Saatchi raids Leo Burnett for creatives

  15-03-2017 12:51
  
  M&C Saatchi has hired Leo Burnett creative director Matt Lee as joint deputy executive creative director.
  
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• Accenture's next move: in-house trading desks

  15-03-2017 12:46
  
  Accenture Interactive's move to help brands set up in-house media trading desks is "a big disruption" that potentially threatens media agencies, according to Pippa Dunn, the former chief marketing officer of EE.
  
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• Why destroying content is as important as creating it

  15-03-2017 12:44
  
  The web is saturated with useless content, and we have outdated marketing tactics to thank for it.
  Not too long ago, SEO teams – both within agencies and client-side – would do whatever it took to ensure their brands ranked in search results. Too many pages, stuffed with keywords, were created to target niche queries. It was a dark time for writers and information-seekers alike.
  Thankfully, these tactics no longer fly in the eyes of Google. The problem? Much of this uninformative, un
  
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• Lucky Enterprises hires Mike Mathieson as CEO

  15-03-2017 12:39
  
  Mike Mathieson, the founder of Cake, is joining Lucky Enterprises as its first chief executive.
  
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• Why old brand beacons will fuel post-Brexit Britain

  15-03-2017 12:36
  
  Theresa May is preparing to press Go! on Article 50. Pro or anti, there’s one thing for sure - Brexiting will peel away the layers of the Brand Britain onion and reveal the naked core.
  All the diversity and kaleidoscope of colours seen in Danny Boyle’s 2012 Olympic opening ceremony risk being drained away. Without its European neighbours, Britain needs to pull out all the stops to market itself and its wares to the world.
  Statistics show that a mere eight percent of Britain
  
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• Gillette gives 5-a-side players the chance to star in its Sky Sports football ads

  15-03-2017 12:26
  
  Gillette is giving football fans the chance to star in its ads during Sky Sports’ flagship show, Gillette Soccer Saturday, through a nationwide competition encouraging budding 5-a-side teams can showcase their skills.
  For the campaign, the male grooming brand has partnered with Powerleague football centres which have been fitted with video technology allowing players to capture key moments in games such as standout goals, impressive saves or moments of sublime skill.
  The recordin
  
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• Morrisons ready to move into next phase of marketing, says chief David Potts

  15-03-2017 12:02
  
  As the financial and brand turmoil around Morrisons starts to subside, the supermarket is pushing its marketing beyond food in order to make sure growth continues.
  Morrisons admits it’s still “very much in the fix stage” of its brand recovery programme, but that’s not stopped it looking at how it’s going to drive growth through its tie-up with Amazon and expansion of its general merchandise division. Now, the grocer’s boss tells The Drum its time marketing fol
  
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• Ad of the Day: Brazil's Environmental Institute fights prejudice against indigenous people

  15-03-2017 11:58
  
  Brazil's Social and Environmental Institute (ISA) is trying to break down prejudices against the country's indigenous Baniwa people in a campaign shot by J. Walter Thompson.
  The Baniwa people, who live in the northwesternmost part of the Brazilian Amazon region, have incorporated several non-indigenous habits, but still maintain their social organisation, their language, and a strong relationship with the environment. However, some of their more modern habits have lead to others questi
  
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• Netflix to finance unfinished final Orson Welles film, The Other Side of the Wind

  15-03-2017 11:57
  
  Netflix has announced it is to pick up the reins to Orson Welles’ final film, The other Side of the Wind, after deciding to spend a portion of its programming budget to complete the unfinished work.
  Abandoned following Welles’ death in 1985 the production has lain in limbo ever since but recent moves have seen the prospect of the belated work arriving on our screens seem closer than ever.
  This followed an acquisition of the rights to the film by production company Royal Road Entertai
  
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• BBC holds on to the Masters with new multi-year broadcast deal

  15-03-2017 11:30
  
  The BBC has extended its broadcast agreement with the Masters following a new multi-year deal that will ensure it retains coverage of one of golf’s landmark events.
  The renewal to the partnership includes highlights of the opening two rounds of the tournament at the Augusta National Golf Club as well as live coverage of the decisive Saturday and Sunday rounds.
  The BBC’s coverage of this year’s Masters, which will take place between 6-9 April, will span TV, digita
  
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