Marketing news

• Media needs constructive dialogue to end the vicious circle of mistrust

  16-03-2017 23:30 via campaignlive.co.uk
  
  It's time for all sides in the debate over media transparency to have an honest dialogue and treat each other with respect, says Sky's Andrew Mortimer.
  
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• 72andSunny adds 5 global partners from all three offices

  16-03-2017 22:16 via campaignlive.com
  
  After a good year for the agency, the partner list swells to 12
  
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• ‘You have to experience exhilaration’: Exceptional Women of the World, featuring Pam Sullivan, MD, Maxus LA

  16-03-2017 21:27
  
  One of the hallmarks of work at Maxus Los Angeles is speed. Speed breeds momentum, momentum results in success and this is where Pam Sullivan, managing director of Maxus in LA, thrives.Growing the media shop from a team of four in 2011 to a lofty place in the advertising continuum as less an order-taking endeavor and more a consultative powerhouse for clients, has demanded a pep in the step. But Maxus never sacrifices keeping the team engaged, giving them the tools and environment needed to exce
  
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• US Creative Work of the Week: McDonald’s plugs its Filet-O-Fish in punny ad

  16-03-2017 21:11
  
  McDonald’s sells nearly a quarter of its Filet-O-Fish sandwiches during Lent alone each year, which is why the chain recently rolled out a campaign to garner some extra buzz for the fish, cheese and tartar sauce concoction. 
  To plug the fact that McDonald’s uses wild-caught Alaskan pollock in its Filet-O-Fish sandwiches, Bernstein-Rein created a playful TV spot for the chain that’s centered around a man named Davis who hails from the small, landlocked town of Pollock, Sout
  
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• Sky begins pan-European roll out of AdSmart

  16-03-2017 20:29
  
  Three years after its UK launch, Sky is embarking upon the pan-European roll out of its addressable TV platform Sky AdSmart in a process that will see it fully deployed across its wider EU footprint, including Germany, Ireland, Italy and Austria by the close of next year. 
  Amid the news that 21st Century Fox's attempted takeover of Sky UK is to be investigated by the British media regulator Ofcom, the satellite broadcaster began the wider roll out of Sky AdSmart in Italy last month, with a
  
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• The Goodyear Blimp is technically no more as the last true blimp is retired

  16-03-2017 19:37
  
  The Goodyear Airship doesn’t sound quite right, does it?
  And yet if Goodyear was to be pedantic, that’s technically what it will be from now on.
  That’s because the tire and rubber company said goodbye to one of its infamous blimps – and the last of its GZ-20 models – to make room for a more modern fleet of airships with semi-rigid bodies that are bigger, faster and quieter.
  The last true blimp, the Spirit of Innovation, was retired March 14. It was the 21st such mod
  
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• Channel 4 reveals Toksvig, Fielding, Leith and Hollywood as hosts of rebooted Great British Bake Off

  16-03-2017 19:33
  
  The future of the Great British Bake Off show, formerly of the BBC but now Channel 4 has been in flux after the majority of the host’s refused to make the leap to the new broadcaster – but the show has pinned down some big names to mark its return.
  Channel 4 has announced that Sandi Toksvig, Prue Leith, Noel Fielding and incumbent host Paul Hollywood will form the new lineup.
  The baking show, formerly one of the BBC’s top properties, went to Channel 4 last year in a three
  
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• IHeartMedia adds SmartAudio digital data ad product to its programmatic offerings

  16-03-2017 19:23
  
  Media, entertainment and radio company iHeartMedia introduced SmartAudio, a digital data advertising product and an added feature of its programmatic solution, at its “SoundFront” advertising industry event.
   
  SmartAudio leverages the power of iHeartMedia’s programmatic offering to help advertisers evaluate, plan and buy broadcast radio, enabling them to build innovative campaigns that target key audience segments, according to a release by the company.
   
  IHeartMedia
  
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• Bots comprised 40% of 2016 web traffic - half of that came from bad bots

  16-03-2017 18:47
  
  As much as 40% of all web traffic in 2016 originated from bots, those capable of disrupting sites (bad bots) comprised 20% of all web traffic, claims a report from bot detection company Distil Networks.
  Furthermore, as much as 96% of all websites with a login page were accessed by malicious bots, hinting at dangers towards brand websites and ecommerce systems.
  Three quarters of bad bots spoof an origin from a popular web browser such as Chrome, Safari Internet Explorer a
  
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• Dentsu Aegis UK uses mobile gaming as recruitment tool

  16-03-2017 18:46
  
  Dentsu Aegis Network UK is utilising mobile gaming as a recruitment tool in an effort to bring in a more diverse range of people from different backgrounds.
  The game has been created by game-based assessment provider Arctic Shores and has been designed to test candidates’ aptitude, creative thinking and problem solving capabilities through a series of challenges that give them the chance to prove themselves away from the formal interview process.
  The approach forms part of Dentsu Aegis Net
  
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• Most marketers still don't get mobile

  16-03-2017 18:31 via campaignlive.co.uk
  
  The majority of marketers feel they still haven't got to grips with how to adequately tap into the way people use mobile today.
  
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• Adidas recruits team of female influencers to help double its share of the women's market by 2020

  16-03-2017 17:56
  
  Adidas has assembled a team of women social media influencers as part of its strategy to boost its share of the female sports apparel market by 2020.
  The German brand brought onboard 25 influencers who will work with it “on a regular basis,” including retired former tennis world number one Ana Ivanovic.
  Discussing the approach, Adidas’ senior vice president of brand marketing, Eric Liedtke, said the kind of consumer it’s trying to target “doesn’t follow the Re
  
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• Steven Moy departs Isobar UK

  16-03-2017 17:45 via campaignlive.co.uk
  
  Steven Moy has left his post as chief executive at Isobar UK after just 18 months at the Dentsu Aegis Network shop.
  
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• Grime artist Stormzy calls out NME for cover story about his depression: ‘You will make money from this’

  16-03-2017 17:38
  
  Stormzy has attacked music magazine NME for using him to lead a cover about depression without his permission.
  Earlier this month the rapper shared with Channel 4 News (featured below) sensitive details about his battle with depression.
  It was an interview the music mag was keen to leverage in its leader looking to discuss how the artists such as Stormzy, Lady Gaga and Bastille deal with mental health issues.
  Video of Stormzy Interview 2017 (extended): Dealing with depression while making his ne
  
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• Dove, Boots and Green Party ads honoured at inaugural casting awards

  16-03-2017 17:29 via campaignlive.co.uk
  
  Unilever's Dove has been honoured for diversity in casting at the first Casting Directors Association Casting Awards in London this evening.
  
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• Paddy Power launches Cheltenham-themed St Patrick's Day Snapchat filter

  16-03-2017 17:22 via campaignlive.co.uk
  
  In conjunction with the Cheltenham Festival's iconic Gold Cup race which takes place today, Paddy Power is running a Snapchat filter that celebrates both the race and St Patrick's Day.
  
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• Brexit is having 'no effect' on ad market, M&C Saatchi chief claims

  16-03-2017 17:18 via campaignlive.co.uk
  
  M&C Saatchi, the ad agency group that worked on the ill-fated Remain campaign last year, has seen "no Brexit effect at all" on its UK business since the vote.
  
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• Sky Media pursues next stage of its programmatic TV roadmap

  16-03-2017 17:17
  
  Sky Media is expanding the programmatic inventory it offers to advertisers as well as increasing the number of platforms it operates on. 
  The move from the media giant's ad sales unit is the second phase of programmatic TV roadmap and follows on from a successful pilot which ran earlier in the year in collaboration with Omnicom. 
  The latest rollout will see the company's programmatic platform Sky Audio Visual Exchange (AVx) enable buyers to purchase spots and make decisions in rea
  
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• Avoiding the shit and finding the magic at SXSW17: Day 5

  16-03-2017 17:06
  
  Every year dozens of brands descend on Austin to show their innovations and ride on the coattails of the festival. This year was no exception. I have already written about Gatorade and their work with sports teams and Sony's excellent 'WOW Factory' but plenty of other big brands were in attendance. As it was the final day I thought it would be good to tell you about a selection of findings I picked up.
  IBM was one of the biggest talks with a huge hall showcasing IBM Watson's capabilities wi
  
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• Burger King named Cannes Lions Creative Marketer for 2017

  16-03-2017 17:05 via campaignlive.co.uk
  
  Burger King has been named the Cannes Lions Creative Marketer of the Year 2017.
  
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• Trump budget axe will deal a devastating blow to public broadcasting in the US

  16-03-2017 16:58
  
  Massive budget cuts proposed by President Donald Trump will eliminate America’s  Corporation for Public broadcasting – the major funder of  PBS programming – as well as the National Endowments for the Arts and Humanities.
  Trump has proposed ending all federal funding for public broadcasting. Media experts believe the Trump move is the gravest threat to the existence of PBS and NPR in a long history of political antagonism toward the organizations. 
  PBS President
  
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• McDonald's corporate Twitter account calls Trump 'disgusting', demands Obama back

  16-03-2017 16:47 via campaignlive.co.uk
  
  McDonald's has faced a mixture of bemusement, snark and fury after an unknown culprit posted a tweet on one of its accounts, criticising Donald Trump.
  
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• Jack in the Box goes to extremes to cure cravings in chain’s latest campaign

  16-03-2017 16:45
  
  Fast-food chain Jack in the Box’s latest campaign features a Crave Van squad that’s willing to go to extreme measures to fulfill the cravings of unsuspecting individuals. 
  The campaign falls under the chain’s new brand platform, dubbed “You Crave It, We Serve It,” which aims to highlight Jack in the Box’s large menu and 24-hour service. 
  Iwona Alter, Jack in the Box’s chief marketing officer, said the objective of the campaign is to remind cons
  
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• Guinness on how it is creating an ‘ageless’ brand

  16-03-2017 16:44
  
  When you think of Guinness it’s easy to imagine a pub full of distinguished middle-aged drinkers complimenting the bartender for the thickness of his pour. Yet, according to Rory Sheridan, head of sponsorship for Diageo in Western Europe, the iconic Irish stout is now attempting to steer away from its specialist tradition and to resonate more with a younger audience.
  With the final weekend of the Rugby Six Nations Championship this weekend and this week’s Cheltenham Festival –
  
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• How Wieden-founded Caldera has been walking the diversity talk for 20 years

  16-03-2017 16:28
  
  The story of how Caldera – an organization dedicated to connecting the arts with underserved students in Oregon and founded by Wieden+Kennedy's Dan Wieden a little over 20 years ago – came to being is surprisingly simple.
  “I remember walking into [the W+K] office when we first came in here and there was probably only about 150 people or so,” recalled Wieden. “I looked at them and went, ‘You know, these are a whole bunch of white, middle-class people here.
  
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• McDonald’s hacked: tweet calls for Obama's return and denigrates ‘tiny hands’ Trump

  16-03-2017 16:17
  
  Fast food chain McDonald’s briefly lost control of one of its Twitter accounts, it was noticed after a single  tweet was sent dubbing president Donald Trump a "disgusting excuse of a President".
  On Thursday afternoon, the @McDonaldsCorp tweeted the pictured screenshotted tweet, it reads: “@realDonaldTrump You are actually a disgusting excuse of a President and we would love to have @BarackObama back, also you have tiny hands.”
  The communication was pinned and qui
  
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• AdColony’s VP on mobile advertising’s missed opportunity: "We have to make ourselves accountable"

  16-03-2017 16:11
  
  Mobile advertising remains 'untapped' – but is it because of inadequate technology or something else? Speaking ahead of The Drum's panel debate at The Drum Arms on mobile advertising, AdColony’s VP, Jon Hook says it’s not technology that’s the problem but complex jargons, buzzword distraction, and a general lack of transparency in the industry preventing its full uptake.
  “There are so many jargons and acronyms and we still have to take responsibility for t
  
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• Social media spend failing to live up to expectations

  16-03-2017 15:58
  
  Social media is failing to meet projections as marketers consistently overestimate how much budget they will dedicate to sites such as Facebook, Twitter and Snapchat.
  According to a survey of 388 top US marketing execs that is run biannually by The CMO Survey, marketers are now spending 10.5% of their budgets on social media. And they expect that to rise.
  Over the next 12 months, that figure is expected to increase to 12.9% while over the next five years marketers estimate that 18.5% of their bu
  
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• Vevo set to heighten user experience and video engagement with two digital platform launches

  16-03-2017 15:49
  
  Music video streaming service Vevo is set to implement a new digital engagement strategy with two platform launches that will help retain the attention of its burgeoning online audiences and improve their differentiated music video viewing experiences. 
  The company has continued to innovate, having last year undergone a reboot of its video streaming products in an effort to become a one-stop shop for people seeking such content, which included a logo refresh and a number of new service laun
  
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• Colin Lewis: Humans evolve at a glacial pace but technology with value is always in demand

  16-03-2017 15:46
  
  Most people reading this article can remember what they were doing 10 years ago. But 10 years ago, the Apple iPhone had only just launched. It did not really make an impact initially as the cool kit was the Blackberry Pearl. The number of people with broadband in the world was less than 300 million. Now it’s three billion.
  Mobile broadband penetration in the UK and US was less than 23%, while today WeChat, the Chinese app that is a mash-up of Twitter, Facebook, Facetime and WhatsApp has 76
  
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• International bulletin: McDonald’s tests mobile ordering, Germany threatens to fine Facebook

  16-03-2017 15:37
  
  McDonald’s tests mobile ordering ahead of US roll out
  McDonald’s has begun testing mobile ordering and payments this week in select US markets. The fast food brand hopes to roll it out across the US and in other international markets by the end of this year.
  The McDonald’s mobile app already allows customers to browse the menu, view weekly deals and find nearby locations, but now it will allow customers to place orders and pay within the app.
  Mobile ordering will initially be a
  
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• Brands are responsible for upholding influencer guidelines

  16-03-2017 15:28 via campaignlive.co.uk
  
  It is up to brands and marketers to ensure the influencers they work with adhere to the recent guidelines around affiliate marketing issued by the Committees of Advertising Practice, the organisation has said.
  
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• Mayor of London highlights city’s European population in latest #LondonIsOpen film

  16-03-2017 14:58
  
  The Mayor of London’s Office has today (16 March) unveiled a new video spotlighting the myriad of non-UK EU nationals living in the capital, as part of a call to Theresa May to guarantee these citizens right to remain after Brexit.
  The two-minute film features a wide range of people from across Europe who consider London to be their home, cementing Sadiq Khan’s promise that London ‘always has been, and will stay open to investment, trade and talent from around the globe&rs
  
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• The Drum acquires creative awards listings The Directory Big Won Rankings

  16-03-2017 14:38
  
  The Drum has acquired The Directory Big Won Rankings, the annual listings of the most awarded campaigns, people and countries in its latest move towards heightening its coverage of the creative sectors globally.
  Initially launched in 2003 The Big Won evolved to cover direct marketing, advertising, promotional and above the line work as well as digital.The Big Won covers global awards and rotates through a selection of regional and national shows.In recent years, BBDO has regularly been named as
  
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• Logan TV ad takes a slash at Disney’s Beauty and the Beast in box office threat

  16-03-2017 14:27
  
  Fox’s conclusion to Hugh Jackman’s stint as Wolverine in Logan is getting rather confrontational in a TV ad entitled Beauty Or Beast.
  In cinemas at the same time as Disney’s Beauty and the Beast remake starring Emma Watson as Belle, a 15 second slot hints that the X-Men star is looking to chop down the fairytale’s push towards box office records. Beauty and the Beast is set to break March box office records; the LA Times reports that online ticket firm Fandango claims it&
  
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• Unilever to increase spend on digital shopper marketing after proving display ROI

  16-03-2017 14:17
  
  Maille is one of the Unilever brands taking part in the project.Unilever is planning to shift more of its shopper marketing budget into digital display after finally getting the data that it needs to prove return on investment.
  In the first phase of a year long research project between Unilever, Aimia, Sainsbury’s, Nielsen, i2c and the IAB, the FMCG company tested digital display advertising for five of its brands – including Persil, Magnum and Maille. The ads were served programmat
  
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• Could Spotify’s people-based approach make marketers sing again following the transparency furore?

  16-03-2017 13:49
  
  If you’re one of Spotify’s 100 million monthly listeners then you’ve probably let the app soundtrack your life at some point. Part of the draw is the ability to follow playlists, artists and genres but in turn Spotify follows listeners – from the shower to the commute, the gym to the office. For a while, the service has been offering marketers segmented audience data around listening habits, and it’s now taking that one step further by placing an emphasis on a peopl
  
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• Ofcom to investigate Rupert Murdoch's Sky takeover bid

  16-03-2017 13:24
  
  Ofcom is to investigate Rupert Murdoch's 21st Century Fox's takeover bid for Sky to determine whether it would hand the mogul too much power over news in the UK and assess if he is a “fit and proper” owner in light of the phone-hacking scandal.
  The culture secretary, Karen Bradley, has referred Murdoch’s £18bn bid to the media regulator, telling MPs she had issued a European intervention notice on the grounds of “media plurality and commitment to broadcasting standa
  
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• Netflix reveals return of a Series of Unfortunate Events with mysterious coded video campaign

  16-03-2017 13:16
  
  Video streaming giant Netflix has confirmed in a very roundabout fashion that Lemony Snicket’s dark childrens’ show, a Series of Unfortunate Events, will return for a second season.
  The full eight episode run of the show landed on the service 13 January and looks to have performed well enough to warrant an immediate follow-up, although Netflix does not reveal viewing figures to pinpoint just how well.
  The return of the secretive series starring Neil Patrick Harris as the nefarious Co
  
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• Disney, Just Eat and Philips on nurturing a brand

  16-03-2017 12:54 via campaignlive.co.uk
  
  Top marketers from Disney, Just Eat and Philips spoke at the Guardian Changing Media Summit in London yesterday about their approach to brand building.
  
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• 'Snapchat's audience is too young for us' says Heineken as it builds its mobile strategy around Instagram instead

  16-03-2017 12:49
  
  As Snapchat’s age demographic matures, alcohol brands are beginning to take notice of its advertising potential, however Heineken insists that the platform’s audience is “too young for us” and will instead focus on Instagram as it makes mobile a bigger part of its sports marketing efforts.
  The beer brand is planning to double its digital marketing spend by 2020 and has set itself the lofty ambition of becoming the benchmark of creativity in the mobile world. Yet it will p
  
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• Vice Media tasks Vizeum with its media planning and buying

  16-03-2017 12:45
  
  Vice Media has appointed Vizeum to handle all its media planning and buying excluding digital in the UK.
  The London-based media agency was awarded the account following a competitive review process that began in November last year that asked participating agencies to show how they could support Vice UK’s growth across all parts of its business.
  Matt O’Mara, managing director at Vice UK, said: “The standard of pitches from all agencies was impressive, but Vizeum stood out from t
  
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• Forget silver bullets; build your agency profits by following these 11 golden rules

  16-03-2017 12:42
  
  How can you increase your department's, or your agency's, profitability is a question that all agency owners battle with on a daily basis? Are there ways that money can easily be wasted, for example, by pitching too often? Are all retainers even worth it? Are you paying too much for your office? Do you even need such a large office space?
  In my experience of agency management and leadership there is certainly no one silver bullet for improving agency profitability. Instead, I’ve always fou
  
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• Augmented reality pop-up tests if the public has what it takes to part of the Power Rangers

  16-03-2017 12:36
  
  For movie-goers keen to experience what it is like to be a Power Ranger, Isobar and Roadshow Films have launched the #RangerTraining augmented reality experience, it will tour Australia in the run up to the movie’s launch.
  The experience, brought to market by Airbag, Republic Events and MKTG places members of the public in augmented training situations reminiscent of the film where they can battle rock monsters, collect Ranger coins and unleash the zords.
  Dave Budge, executive creative dir
  
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• Facebook’s metrics errors have not impacted how Mondelez and Just Eat use it

  16-03-2017 12:18
  
  Facebook’s metrics errors have not altered Mondelez’s view of the platform because it “did not affect what the brand is actually buying”.
  Last year Facebook admitted it had overstated how long users watch videos for on its site by up to 80%. It also found that it had also been overstating time spent with Instant Articles, app referrals, and found a bug in its Page Insights, which overestimated organic reach because it did not de-duplicate repeat visitors over seven or 28
  
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• Facebook’s metrics errors are not impacting Mondelez and Just Eat’s plans

  16-03-2017 12:18
  
  Facebook’s metrics errors have not altered Mondelez’s view of the platform because it “did not affect what the brand is actually buying”.
  Last year Facebook admitted it had overstated how long users watch videos for on its site by up to 80%. It also found that it had also been overstating time spent with Instant Articles, app referrals, and found a bug in its Page Insights, which overestimated organic reach because it did not de-duplicate repeat visitors over seven or 28
  
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• VR was hot at SXSW, but can marketers capitalize on it?

  16-03-2017 12:04
  
  There was one technology you couldn’t ignore if you were at South By Southwest: immersive video. Whether it’s virtual reality, augmented reality, or 360-degree video, vendors would make you think that this technology will be transformative, but marketers must take pause. Only a few short years ago, vendors made us believe that 3D was going to be the next big thing. They were wrong.
  One of the coolest uses of VR at SXSW was putting moonwalker Buzz Aldrin on Mars. New Zealand-based 8i
  
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• BT Sport considering record bid for exclusive rights to Scottish football

  16-03-2017 11:57
  
  BT is reportedly eyeing up an exclusive broadcast deal for the TV rights to the Scottish Professional Football League (SPFL) with a record breaking bid intended to shut out Sky.
  The broadcaster is keen to secure the exclusive rights to Rangers and Celtic games in addition to 60 live Premiership fixtures a season and is understood to be willing to table a record breaking bid in the process.
  Currently BT Sport and Sky pay a combined sum of £21m a season to share the rights to 60 SPFL games,
  
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• Code Computerlove’s Higher Ground gets more than half a billion downloads as it adds Amazon Echo tech

  16-03-2017 11:54
  
  A ground breaking online game created by Manchester-based digital experience studio Code Computerlove has achieved more than half a billion downloads since the launch of the app in 2016, it’s popularity being fuelled in 2017 by incorporating Amazon Echo’s voice recognition technology to the user experience.
  The Higher Lower Game now uses Amazon’s Alexa as its game host and its creation highlights the opportunity for brands and business to develop or adapt clever products to cap
  
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• David Blair promoted to global CEO of Fitch

  16-03-2017 11:52
  
  David Blair, regional CEO of EMEIA at Fitch, is to be promoted to global CEO with effect from 3 April the retail and brand consultancy has announced.
  Blair will fill the shoes of Simon Bolton, CEO of brand experience collective Group XP, cementing a steady rise through the ranks since first joining Fitch back in 2005.
  Simon Bolton, CEO of Group XP commented: "Having spent almost 12 years at Fitch, originally working for our founder, Rodney Fitch, and building strong operations in India and Londo
  
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