Marketing news

• Tesco Clubcard creator: Girls think ambition is a dirty word

  21-03-2017 23:53 via campaignlive.co.uk
  
  Edwina Dunn, the creator of the Tesco Clubcard, was a data pioneer before the words "big data" had past most marketers' lips. Now she is turning her expertise to tackling the lack of role models for women.
  
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• Industry responds to Google's apology in brand safety row

  21-03-2017 22:16 via campaignlive.co.uk
  
  Google's response to revelations that a series of major brands were inadvertently funding extremist content with their ads has received a cautious welcome.
  
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• Turkey of the week: L'Oréal Paris "French lessons with Helen" by McCann London

  21-03-2017 22:01 via campaignlive.co.uk
  
  Gurjit Degun thinks the latest ad from L'Oréal Paris encouraging body confidence lacks a certain je ne sais quoi.
  
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• Pick of the week: Berocca "Be more Berocca" by J Walter Thompson

  21-03-2017 21:54 via campaignlive.co.uk
  
  Simon Gwynn can't help tapping his toes to the new Berocca ad.
  
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• Channel 4 promises metrics, the Independent tackles fake news and #AWEurope becomes ad misplacement victim | Tuesday at Advertising Week Europe

  21-03-2017 21:50
  
  As Ad Week hits the midway mark, catch up with all the news you might have missed from Tuesday at the conference.
  Watch the video above to find out…
  What the response was when Channel 4 announced a possible partnership with Moat
  How the Independent will be taking on the force of fake news
  Why Dentsu Aegis is activating an escape room at Ad Week
  And why Advertising Week itself is now embroiled in Google’s woes
  Catch up with more news and analysis from the event here.
  
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• UK advertisers are moving marketing services in-house

  21-03-2017 21:30
  
  A growing number of UK advertisers are moving to in-house and on-site agency services, driven by a growing demand for transparency and more agile ways of working.
  The research, compiled by ISBA, on-site agency specialist OLIVER and market researcher Future Thinking, suggests the move for more in-house and on-site expertise mimicks a trend in the US. According to 2013 ANA figures, 58% of advertisers in the US have started shifting towards in-house or on-site services.
  ISBA’s membership
  
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• ISBA study suggests UK advertisers are moving marketing services in-house

  21-03-2017 21:30
  
  A growing number of UK advertisers are moving to in-house and on-site agency services, driven by a growing demand for transparency and more agile ways of working.
  The research, compiled by ISBA, on-site agency specialist OLIVER and market researcher Future Thinking, suggests the move for more in-house and on-site expertise mimicks a trend in the US. According to 2013 ANA figures, 58% of advertisers in the US have started shifting towards in-house or on-site services.
  ISBA’s membership
  
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• Coke follows McDonald's by axing YouTube show

  21-03-2017 21:19 via campaignlive.co.uk
  
  Coca-Cola is ditching its weekly UK YouTube shows in favour of a more "nimble" digital content strategy.
  
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• Sainsbury's media review back on after PHD protest

  21-03-2017 21:08 via campaignlive.co.uk
  
  Sainsbury's has dramatically reopened its £115m media review after PHD lodged a complaint about the pitch process following its defeat to M/SIX.
  
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• AI, VR, AR: Is innovation creating a new Tower of Babel?

  21-03-2017 20:08
  
  William Shakespeare once wrote, “What's in a name? That which we call a rose by any other name would smell as sweet.” For the star-crossed lovers of Romeo and Juliet, it meant that a name is nothing but an artificial and meaningless convention. Many panelists at SXSW seemed to have a similar mindset.
  Take chatbots, for instance. There are two kinds: chatbots that rely on scripted query and response systems and those that are powered by artificial intelligence. Yet more than one prese
  
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• Adobe launches Experience Cloud to help CMOs become about ‘brand purpose' not just ‘brand awareness’

  21-03-2017 19:20
  
  Adobe has launched Experience Cloud as its latest offering to large-scale enterprises’ marketing departments, with a integrated set of software tools that will use cloud computing to help brands integrate their advertising, analytics tools as well as other digital touch points to hone their customer experience offering. 
  The enterprise IT giant used its annual showcase event Adobe Summit this year to debut the tool which it claims will help marketers (and indeed wider enterprises) ada
  
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• Snapchat inks deal with MGM to develop original programming as it ramps up mobile TV offering

  21-03-2017 18:40
  
  Snapchat has inked a deal with MGM television to develop and produce original content for its Discover platform.
  The partnership marks Snapchat's first collaboration with a major entertainment studio, adding to the arrangement Snap already has in place with a number of leading networks like NBC, ESPN and the BBC. 
  Unique content from MGM will now sit within the platform's Discover section for publishers, with the offering taking on the format of a Snapchat Show. The standalon
  
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• Drumroll tool determines the buzz from business during SXSW

  21-03-2017 18:34
  
  The renowned SXSW experience wrapped up in Texas last week, and at an event marked by innovation and brand initiatives, the Austin-based digital agency Drumroll created a measurement tool to monitor the 'buzz' about the brands at the event. The 'Brand Love Score' algorithm monitored Twitter throughout the event. By looking at the sentiment and impact of each tweet, and assigning it a value, the team was able to provide a Brand Love Score for each participating brand.  The algorithm was buil
  
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• Former Unilever Foundry head returns with start-up engagement business

  21-03-2017 18:33 via campaignlive.co.uk
  
  Jeremy Basset, who left Unilever after 13 years last November, has launched his new project, Co:Cubed, which offers to create a Unilever Foundry-style operation for other corporates.
  
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• Mark Ritson: Adidas’ CEO is failing his brand with his exclusively digital mindset

  21-03-2017 18:28
  
  Marketers complain, bitterly, about getting the ear of the CEO and achieving representation in the boardroom. But when a marketer does finally get to be the boss of one of Europe’s biggest brands he almost immediately starts talking bollocks.
  I’m referring to Kasper Rorsted, the relatively new CEO at Adidas. Rorsted started his stellar career as a marketer at software company Oracle, so one might have hoped this formative experience might have resulted, two decades later, in a leade
  
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• Microsoft reportedly develops a special version of Windows 10 just for the Chinese government

  21-03-2017 17:48
  
  Microsoft has reportedly developed a custom version of Windows 10 for the Chinese government.
  That’s according to The Verge, which also reports Microsoft worked with communications equipment company China Electronics Technology Group on the customized operating system.
  Further, according to the Wall Street Journal, Microsoft is mum on what exactly it changed in this particular version to satisfy government security concerns.
  The Verge noted the Chinese government banned Wind
  
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• Publicis London poaches A&E/DDB's Dom Boyd to be CSO

  21-03-2017 17:39 via campaignlive.co.uk
  
  Publicis London has appointed Adam & Eve/DDB's Dom Boyd as its chief strategy officer.
  
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• Reverend Richard Coles: ‘The Church of England is spectacularly bad at handling the world of media and communications’

  21-03-2017 17:27
  
  The Church of England is “spectacularly bad” at forging a successful media and comms strategy according to Communard-turned-cleric Richard Coles, who believes his denomination falls down particularly when it tries to adapt too much to the modern marketing.
  The reverend told The Drum that he believes it to be ironic that the CoE’s communications aren’t as effective as they should be considering Christianity has been specialising in that field for the last two millennia.
  &l
  
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• Cider brand Aspall appoints J. Walter Thompson ahead of expansion plans

  21-03-2017 17:17 via campaignlive.co.uk
  
  Cider brand Aspall has appointed J. Walter Thompson London to be its first ad agency ahead of expansion plans.
  
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• Mars emotional measurement research proves the eyes are the window to the sales

  21-03-2017 17:15 via campaignlive.co.uk
  
  Facial reactions can predict the sales lift of an ad with 75% accuracy, a major study by Mars has found - offering hope that pre-testing can lead to the creation of more effective campaigns.
  
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• Heineken distances its red star logo from communism amid potential Hungary ban

  21-03-2017 17:12
  
  Hungary is currently looking to scrub out brands using ‘totalitarian symbols’ a phenomenon which has brought Dutch lager brand Heineken under the microscope.
  The brand’s red star is under review via the proposed law that would cull imagery such as the communist star from being displayed in the “interests of domestic public order and public morality,” reports the Financial Times.
  Heineken has responded to the bill – claiming that it uses the red star in all the
  
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• YouTuber Jonathan Saccone-Joly says PieDiePie anti-Semitism row was an example of traditional and new media clash

  21-03-2017 17:06
  
  YouTuber Jonathan Saccone-Joly has defended fellow influencer PewDiePie, saying an anti-Semitism controversy which engulfed the Swedish star last month was the result of "humour" being twisted by the media.
  PewDiePie – real name Felix Arvid Ulf Kjellberg – was abandoned by several corporate partners, including Disney Maker Studios and YouTube itself, earlier this year following accusations of anti-Semitism. The brands severed tie
  
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• London 'lacking marketing start-ups'

  21-03-2017 16:58 via campaignlive.co.uk
  
  London is short on new marketing services businesses, while the UK would be the worst place to start an advertising agency, Advertising Week Europe has heard.
  
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• 3M, owner of Post-it and Scotch, names VB&P agency of record for global consumer business

  21-03-2017 16:47
  
  3M today announced they have chosen their new creative agency of record after a three month review. 
  San Francisco's Venables Bell & Partners will be the company's creative agency of record moving forward, handling brand strategy and advertising duties for 3M’s global consumer brands including Post-it, Scotch, ScotchBlue, Scotch-Brite, Nexcare, and Filtrete. Grey previously handled the account. 
   Initial campaign work from Venables Bell & Partners for 3M&rs
  
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• Native ad spend to reach $22bn this year in the US, comprising 52.9% of display ad investment

  21-03-2017 16:12
  
  The native advertising market which includes digital display ads, video advertorials, print and online branded content is slated to make up more than half of all digital display ad spending in the US this year, with recent estimates stating it will grow 36.2% this year to reach $22.09bn.
  The growth is set to make up 52.9% of all display ad spending in the US, according to a recent report by eMarketer.native advertising
   
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  “Growth of native digital display is b
  
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• Dwayne Johnson and Zac Efron get into a phallic rivalry in Baywatch poster argument

  21-03-2017 16:07
  
  Baywatch, a big screen revivial of the 90s show, is on the horizon and the studio is using its star power, Dwayne Johnson and Zac Efron, to generate buzz around the movie in a rather unconventional way.
  The pair has utilized its sizeable Twitter audience, a combined 24.5m, to engage in a crude phallic argument around the movie’s poster, underlining the level of comedy and the rivalry the two will share on screen.
  Paramount Pictures has already had Johnson use his substantial Instagram
  
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• Why failing to embrace digital will form sour grapes for winesellers

  21-03-2017 16:00
  
  For many of us, the words 'socialising' and 'drinking' are so similar as to be practically synonymous. Catching up with friends, going for dinner with your partner, attending a family meal, all occasions that we often associate with having a drink.
  Yet despite this, sections of the alcohol industry are struggling. Consumption is down and customer preferences have changed dramatically, particularly among younger drinkers.
  Back in October, Return spoke at a wine conference in Italy. It was due to
  
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• How insurance brands can build consumer trust by using the latest digital marketing trends

  21-03-2017 16:00
  
  Perceptions of financial institutions is ridiculously sceptical. The last ten years have witnessed fundamental changes in the way a consumer purchases and based on our experience gained working with brands in the insurance space, we have witnessed a crop of new digital marketing trends emerge and solidify for financial services.
  Furthermore, we have identified some digital opportunities which we feel will grow in the future. Much of our insight is driven by our specialism in performance marketin
  
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• Adidas pursues rival Nike with in-store personalisation and manufacturing

  21-03-2017 15:52
  
  Adidas is allowing shoppers to have products designed, specially fitted and manufactured in-store all within a matter of hours as part of a major personalisation drive intended to respond to changing fashion trends and help close the gap on Nike.
  The German sports brand is working on several initiatives to cut the time it takes to get new designs into stores and subsequently strengthen its profit margins.
  It has begun testing a new in-store strategy which encompasses the entire product
  
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• Too much emphasis on targeting can lead us astray, according to data panel

  21-03-2017 15:48 via campaignlive.co.uk
  
  Data-driven targeting hampers messaging, figures from advertising and politics claimed during The Guardian's Big Data Backlash session at Advertising Week Europe this afternoon.
  
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• Apple unveils Clips, a video sharing app that takes the best parts of Vine and Instagram

  21-03-2017 15:31
  
  Apple has launched a video platform called Clips, a camera and social video editing app that is reminiscent of Twitter’s recently shuttered Vine.
  The service offers filters overlays and extensive video editing features that will enable greater on-the-move storytelling.
  Differentiating it from Vine and other services is that the videos can be as long as an hour long. According to the Verge, the app will help bring out the value in Apple’s camera hardware with the company positioning i
  
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• Shop Direct’s CEO on why it is placing a ‘big bet’ on chatbots

  21-03-2017 15:12
  
  Shop Direct is placing an increasing amount of its budget behind chatbots, with the etail group’s CEO Alex Baldock stating its customers do “not want to wait for an email but want instant interaction”.
  Speaking at a session at Advertising Week Europe yesterday (20 March) about digital economy marketing, Baldock spoke about how the company is responding to technological change.
  Shop Direct, which owns digital brands such as Very.com and Littlewoods, launched its own chatbot last
  
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• Why banking brands need to evolve to embrace an inclusive approach to innovation

  21-03-2017 14:00
  
  Gone are the days when shiny new ideas turn up with a swagger in a fancy presentation. A group of external rabble-rousers shouting through the letterbox “...stop being so bank” will not yield the desired results at your financial services business. For change to be successful it needs to come from a shared philosophy that is inclusive, from within the business.
  A new dynamic is evolving. An approach that creates new opportunities, closer collaboration and makes change visible so ever
  
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• Mars identifies relationship between consumers' emotional response to ads and sales performance

  21-03-2017 14:00
  
  Mars has teamed up with emotion measurement technology specialists Realeyes to help identify the creative aspects in its advertising which can trigger the kind of emotional response in consumers that leads to sales.
  The study measured how people felt while they watched ads by using artificial intelligence to analyse their facial expressions through their webcams. It consisted of 149 ads across 35 brands involved 22,334 people in six countries.
  Realeyes technology measures the micro-movements of
  
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• Ad of the Day: Lypsyl's 'Soft Where it Matters' shows men want soft lips too

  21-03-2017 13:26
  
  Lip care brand Lypsyl has launched a new advertising campaign to support its recently reformulated product range, featuring a real-life farmer who despite his tough exterior shows off a softer side. 
  The campaign features Ollie, a real-life Nottinghamshire farmer and his dachshund Dora, and includes a TV ad launched across Sky channels as well as longer-form documentary-style content on lypsyl.co.uk, created by Liquorice and produced by Awesome Films. 
  
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• UK Top Shazamed ads: Simply Be takes first place while Boohoo enters the chart

  21-03-2017 13:17
  
  Samsung has been knocked to third place as Apple takes second and Simply Be snaps the top spot.
  Elsewhere Boohoo is the only newcomer to the chart with its ‘Wander Not Wonder’ campaign. The one minute short shows three young girls exploring new locations and experiencing incredible sights in an array of Boohoo items.
  The advert, backed by Dillon Francis’ Anywhere, shows off the range of clothing, accessories and swimwear available from the online retailer and sits in fifth plac
  
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• PHD poaches Lloyds Banking head of media, David Palmer, to lead global team

  21-03-2017 13:11
  
  PHD has appointed Lloyds Banking head of media, David Palmer, to its global business team.
  In his new role, Palmer will lead the account for pharmaceutical giant GSK and will be responsible for all its brands which include, Sensodyne and Breathe Right.
  He will report to Toby Hack, chief executive of PHD Global Business. Working with both Hack and the global business leadership team, Palmer will lead the team to ensure the company’s brands are immersed in future facing developments and medi
  
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• “Stop storytelling, start story-living”: Intermarketing X’s Simon Long on the latest trends in experiential marketing

  21-03-2017 13:02
  
  Simon Long, creative director of Intermarketing Agency, recently spoke to The Drum Network about the reasons behind the the formation of new experiential division - Intermarketing X – and the recent trend among brands towards ‘story-living’.
  You’ve just added Intermarketing X to the agency’s offering – what was the motivation behind this and why now? Is there a gap in the market you feel you can plug?
  Most agencies specialise in storytelling. We&rsqu
  
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• Disney's Anna Hill: our values haven't changed, but we've found our sense of humour

  21-03-2017 13:02 via campaignlive.co.uk
  
  As the live action remake of Beauty and the Beast looks set to become one of the biggest films in cinema history, Disney UK chief marketing officer Anna Hill tells Campaign why the film has been designed to offer something to everyone.
  
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• ‘Google’s problems equate to the ad industry’s VW emissions scandal’

  21-03-2017 12:57
  
  Speaking during an Ad Week Europe panel hosted by Channel 4 this morning (21 March), marketing experts agreed the current brand safety concerns around Google were similar to the infamous emissions scandal that rocked Volkswagen back in 2015.
  Due to concerns their ads were appearing next to extremist content on YouTube, the likes of The Guardian, M&S, McDonald’s, L’Oréal, Audi, the BBC, Sainsbury’s, Argos and even the UK government have all recently pulled advertising
  
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• Just Eat marketing boss: TV is the single biggest driver to my business

  21-03-2017 12:45 via campaignlive.co.uk
  
  TV is Just Eat's biggest driver of growth with ads on the medium generating one million app downloads for the takeaway delivery company, its global chief marketing officer told Advertising Week Europe 2017.
  
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• What Trump, the Super Bowl and a potato tell us about the future of marketing

  21-03-2017 12:01
  
  Just after 3pm on 16 March 1972, the first building of the Pruitt–Igoe urban housing project in St Louis was demolished by explosives. Completed in 1955, the project had become infamous as the prime example of the failings of modernist architecture; the idea that the design of buildings alone could write a grand narrative for their inhabitants literally came crashing to the ground.
  Moments like these are important. Events that resonate around the world and across the decades, changing the
  
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• Altice to acquire Teads

  21-03-2017 11:58 via campaignlive.co.uk
  
  Altice, the Dutch telecoms company, has agreed to acquire online video marketplace Teads.
  
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• How financial services brands can retain customer trust in the age of infidelity

  21-03-2017 11:45
  
  Have you ever had a second thought when making a purchase online? Or using contactless payment methods? How safe are we when we make these frivolous financial decisions?
  The view on financial institutions is ridiculously sceptical. It has become difficult to find that element of trust in the process of consumer banking. The last 10 years have undergone fundamental change in the way a consumer purchases. How can these institutions and companies capture and streamline the payment process for the c
  
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• FourSquare steps forward with foot traffic analytics platform

  21-03-2017 11:42
  
  FourSquare has retailers in its sights with the launch of an analytics platform to better understand what drives shopper movements.
  The social check-in app is seeking to diversify by monetising its exhaustive database of 100m public places to give shop owners the opportunity to measure the ebb and flow of individuals past their doors, providing valuable intel on consumer habits to better predict future store traffic.
  FourSquare Analytics offers brands and retailers a foot-traffic dashboard from
  
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• British Gas hopes ‘functional benefits’ will transform it into a ‘modern British brand’

  21-03-2017 11:31
  
  Last year British Gas ended its 14-year relationship with media agency Carat and appointed MediaCom, who won because they answered the pitch question: ‘how would you turn British Gas into a modern British brand in a modern British society?’.
  Speaking to Marketing Week at ISBA’s annual conference, director of brand marketing Margaret Jobling says the brand’s reorganisation last year is now embedded and it’s aiming to be more “digital-first” both internall
  
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• Adobe celebrates Premiere Pro's 25th birthday with Imagine Dragons music video challenge 'Make the Cut'

  21-03-2017 11:16
  
  Adobe is celebrating the 25th anniversary of industry-standard video editing software Premiere Pro by inviting creatives to cut a video for Imagine Dragon’s new single, Believer.
  Baited with a $25,000 prize for the winner, the band is offering full access to their creative licence as they look to enrich entrants with assets to build the video.
  The company said that as piracy and royalty issues chip away at artists, it’s unusual for bands to open up their licenses to the public in suc
  
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• Spotify urges brands to embrace 'streaming state of mind'

  21-03-2017 11:13 via campaignlive.co.uk
  
  Spotify is urging brands to better capitalise on the emotional power of music in the moment.
  
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• Adobe pairs with Microsoft to pool sales and marketing expertise

  21-03-2017 11:04
  
  Microsoft has joined forces with software provider Adobe in order to pool their respective sales and marketing expertise in a bid to outflank rivals Salesforce and Oracle.
  The tie-up will see both partners create a shared data format allowing integration of Adobe’s marketing software, henceforth to be known as the Experience Cloud, with Microsoft’s own Dynamics sales software to create a seamless system spanning the two.
  Extolling the match-up Scott Guthrie, executive vice president
  
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• Unlocking innovation budgets: How to tap into R&D tax incentives before it's too late

  21-03-2017 10:48
  
  Research and development (R&D) is just as prominent in the world of agencies as it is in any scientist’s lab or engineer’s workshop. Take up of government support to maintain this fast R&D pace is on the up, but there’s still a long way to go. And while agencies with a 31 March year-end need to hurry to meet their R&D tax credit deadline, they could see a quick benefit if they do.
  As I adjust to relative normality after a mind-blowing few days at SXSW, I’ve re
  
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