Marketing news

• Grey chooses John Patroulis to fill worldwide chief creative officer role

  03-05-2017 23:14
  
  John Patroulis is leaving his post as creative chairman of BBH New York to join Grey as worldwide chief creative officer.
  He fills a role that’s been vacant since Tor Myhren left Grey in late 2015 to join Apple as vice president of marketing communications.
  Patroulis will be based in Grey’s flagship office in New York City and will partner with Debby Reiner, who was promoted to CEO of Grey New York last year. In his new role, he will oversee all creative development, help set and imp
  
  Read more

• US Creative Work of the Week: Gildan says ‘don’t wear your dad’s underwear’ in ads created by OKRP

  03-05-2017 22:13
  
  In Gildan's latest campaign, the clothing company is encouraging young men to nix the tighty-whities of their dads' generation and instead opt for the brand's boxer briefs. 
  Called 'Don't Wear Your Dad's Underwear,' the campaign aims to drive home the point that, while it's okay to look up to your dad and ask him for advice, emulating his underwear choices is a different story.
  Created by Chicago’s OKRP, the campaign has been voted by readers as US Creative Work of the Week. Aside fro
  
  Read more

• Conde Nast touts digital video lineup with ‘TV-like scale’

  03-05-2017 22:00
  
  In keeping with one the key themes at NewFronts this year, Jim Norton, chief business officer and president of revenue at Conde Nast, called out 'fake news', 'alternate facts', as well as emphasize how the traditional publisher's output can be considered in the same vein as TV. 
  On Tuesday (May 2), Norton bemoaned the murky digital supply chain to the hundreds media agency executives gathered and explained how Conde Nast became tag certified
  
  Read more

• Chicago's Grant Thornton LLC taps B2B shop Gyro as its agency of record

  03-05-2017 20:41
  
  Global creative B2B agency Gyro has been pegged to spearhead the marketing strategy for Grant Thornton LLP, an independent tax, audit and advisory firm based in Chicago. 
  Gyro was chosen as the agency of record for the company and is set to develop and launch a new brand campaign, creative platform and multi-channel media plan. Services will focus on driving brand awareness, including content marketing, digital media and broadcast.
  John Harmeling, chief marketing officer of Grant Thorn
  
  Read more

• Advertisement

• The brands that benefitted most from Guardians of the Galaxy Vol. 2 buzz

  03-05-2017 20:04
  
  The Guardians of the Galaxy return this week with a sequel to 2014’s surprise hit. I say “surprise” because while 2012’s The Avengers and other Marvel Cinematic Universe entries were funny, a movie that was meant to be overtly comedic was a pretty new addition to the series. That bet paid off, though, with $333 million in domestic box-office and an important expansion of the MCU into space. 
  The sequel has received a marketing push that’s included a number of t
  
  Read more

• Russell Parsons: Marketing needs to pull out all the stops to attract the best talent

  03-05-2017 18:51
  
  I recently visited Copenhagen with my family and was diverted to distraction by analysing why the city had been garlanded “happiest in the world”. This does not appear to be a completely specious moniker, going by the random acts of kindness by helpful strangers, the almost unnerving helpfulness of public sector workers and the immense pride all service staff demonstrated in explaining the virtues of the place to hapless tourists.
  I could have just asked what it was that spurred the
  
  Read more

• Marketing needs to pull out all the stops to attract the best talent

  03-05-2017 18:51
  
  I recently visited Copenhagen with my family and was diverted to distraction by analysing why the city had been garlanded “happiest in the world”. This does not appear to be a completely specious moniker, going by the random acts of kindness by helpful strangers, the almost unnerving helpfulness of public sector workers and the immense pride all service staff demonstrated in explaining the virtues of the place to hapless tourists.
  I could have just asked what it was that spurred the
  
  Read more

• How to feed your farm animals: Recipe videos with an innovative twist

  03-05-2017 18:34
  
  Toronto-based creative agency, Rain43, has used its humor to take recipe videos to a whole new level with Stubborn Farmer, a food box delivery service. The Beaverton, Ontario-based farm, which services key Toronto neighborhoods​ ​and Durham regions, produces a crop of more than 30 vegetables and raises cows, chickens, pigs and sheep.The three spots, “Cows,” “Chickens” and “Pigs,” show an empty bowl being filled with fresh and wholesome looking gree
  
  Read more

• Advertisement

• Wanted: a Modern Content Coalition

  03-05-2017 18:33
  
  A decade ago DigitasLBi created the first NewFront as a stand for premium digital video and a virtual clunk on the heads of decision-makers to get them to pay attention to digital. The name “NewFront” doesn’t exactly disguise where we thought the money to support this attention would come from. 
  In 2008, digital ad spending represented less than 10% of total ad spend, and for many brands it was an afterthought. Today, digital represents 40% of ad spend and is poised to sur
  
  Read more

• What makes a good marketing employer?

  03-05-2017 18:19
  
  It is vital for brands to differentiate in today’s increasingly crowded consumer space but the same principles apply to the employer and employee relationship, where brand communications and marketing are just as important to retain and attract talent.
  The reasons for marketers rating their workplace highly are varied, and not always what you might expect. Marketing Week’s Employer Brands project has researched some of the UK’s top employers for marketers, finding, for example,
  
  Read more

• Employer Brands 2017: The best places for marketers to work

  03-05-2017 18:00
  
  One of the content areas you have told us you want more insight on is personal and professional development. Our articles on these topics are some of the most read and valued.
  But while Marketing Week is proud to be a rich source of job-related insight and analysis, we have always felt the marketing industry has been missing an authoritative resource – something to give marketers behind-the-scenes insight into the companies and departments that employ them, or that one day might.
  Everybody
  
  Read more

• The unspoken impact of unconscious bias on men

  03-05-2017 17:48
  
  Finally, the agency world seems to have woken up to the issue of unconscious bias as more and more agencies sign up for training. We are spending a lot of time talking about how we might unconsciously make it harder for certain groups to get recruited for certain roles, and for certain individuals to achieve promotion success.
  We now understand that a lot of people have an unconscious association between male and career, and subsequently female and family, and the impact that this might have in
  
  Read more

• Panda Express celebrates Asian Pacific American Heritage Month with new campaign

  03-05-2017 17:27
  
  Panda Express, an American Chinese food chain, is honoring Asian Pacific American Heritage Month through the release of two videos, in collaboration with digital studio Madison + Vine, plus an exclusive comic by Gene Luen Yang, a popular Asian American cartoonist and the National Ambassador for Young People’s Literature.
  The first video, “Ode to Underdogs”, highlights the tales of strong and unwavering individuals who fought and overcame adversity – capturing a commo
  
  Read more

• The two reasons why brands need to become more politically relevant

  03-05-2017 17:21
  
  With the general election on the horizon, we thought it’d be a great opportunity to talk about why brands will increasingly need to become politically relevant, along with what they need to be mindful of along the way.
  There are two driving forces behind why brands will need to become more politically relevant.
  The first is that we are living in remarkable political times. Trump and Brexit underline incredibly difficult social and economic realities. These are ones in which the electorate
  
  Read more

• Facebook is hiring 3000 people to tackle graphic and violent Facebook Live videos

  03-05-2017 17:15
  
  Facebook has said it will invest heavily in manpower dedicated to preventing the spread of graphic and illegal content on Facebook Live as it looks to ease user and advertiser concern. 
  Despite earlier reports the tech behemoth wanted to solve the issue with artificial intelligence, it has announced it will add 3000 people to its community operations team internationally.
  Chief executive and founder Mark Zuckerberg said: "Over the last few weeks, we've seen people hurting themselv
  
  Read more

• McDonald’s infomercial debut reveals the Frork, an unnecessary utensil made of French fries

  03-05-2017 17:08
  
  Fast food chain McDonald’s is breaking into verdant new ground with a whimsical infomercial introducing the Frork, an entirely unnecessary utensil that uses French fries as prongs.
  Moving into the food innovation realm enjoyed by the likes of Domino’s Pizza, the fast food brand has utilised its first ever infomercial to promote a utensil that affords the dipping of three French fries at a time.
  In actuality, the Signature Crafted Recipes sandwich is the real takeaway from the ad
  
  Read more

• PZ Cussons launches Being with Cult Ldn to speak to younger audiences

  03-05-2017 17:03
  
  PZ Cussons has launched their youth brand ‘Being’ with the help of creative communications agency Cult Ldn.
  PZ Cussons Beauty, the manufactures of St. Tropez, Sanctuary Spa, Charles Worthington and Fudge, are set to launch Being by Sanctuary Spa, targeting the centennial market shopping for body care on the high street.
  Cult Ldn have developed an end-to-end brand launch strategy, which includes mapping the full brand positioning and brand tone of voice. Cult have also been appointed
  
  Read more

• How to control the media to win a general election campaign

  03-05-2017 17:03
  
  Theresa May solemnly promised on several occasions not to call a general election until 2020 “to allow a period of stability”.
  Politicians are, however, in the business of getting re-elected.
  It is therefore not surprising that with polls suggesting the weakest opposition in living history a u-turn snap election proved too tempting.
  Elections will dominate headlines throughout Europe in the next few months including in France, UK and Germany.
  But will May fall in June?
  Will Macron en
  
  Read more

• M&S unveils 'radical' new brand campaign created by Grey London

  03-05-2017 16:26 via campaignlive.co.uk
  
  Marks & Spencer is urging the nation to "spend it well" in a new brand campaign that marks a "radical departure" from its previous marketing.
  
  Read more

• Internet advertisers face new speed claim restrictions to replace 'up to'

  03-05-2017 15:29 via campaignlive.co.uk
  
  BT, Sky and Virgin Media could be forced to advertise broadband speeds based on peak-time services or average performances under proposed rules that would outlaw use of the term "up to".
  
  Read more

• Despite widespread mistrust in metrics, viewability is not really a thing in video advertising

  03-05-2017 15:27
  
  Although the ad industry has been awash with headlines decrying the importance of accountability, only 30% of brands use advanced viewability metrics, according to research, despite 57% of young agency staffers largely distrusting the metrics they are expected to work with.
  The insights were revealed today (May 3) in a survey by Turn which surveyed over 200 ad execs, which also indicated a generation gap in the priorities of different agency execs, including how 28% of respondent of those aged u
  
  Read more

• Adobe president and CEO Shantanu Narayen: agencies are going through change and we are not apologetic about it

  03-05-2017 15:27
  
  Following the launch of the Experience Cloud earlier this year, Adobe president and chief executive officer Shantanu Narayen said media agencies needed to take advantage of the disruption that martech was creating.
  Speaking to The Drum at the Adobe Symposium in Mumbai this week, Narayen discussed the vision for Adobe, which has spread beyond the marketing functions of enterprises to the whole business, shown in the recent launch of its Experience Cloud, of which its original Marketing Cloud
  
  Read more

• FCB Inferno promotes Vicki Holgate to CSO

  03-05-2017 15:12 via campaignlive.co.uk
  
  FCB Inferno has promoted executive planning director Vicki Holgate to chief strategy officer ahead of Giles Hedger's departure to M&C Saatchi.
  
  Read more

• Mark Ritson: Marketers’ obsession with digital comes with a sting in the tail

  03-05-2017 15:05
  
  Many years ago, in a different century, I worked for a smart, very experienced global marketing director. He hired me to train some of his new marketers and over a period of a few years a friendship grew. For an inexperienced, naïve young marketing professor my association with a high-profile marketer at such a famous brand was something of a coup. I soaked up his advice every time we met and hung off his every word.
  At one of our meetings he informed me that his newly arrived CEO had just
  
  Read more

• Mark Ritson: Marketers’ obsession with digital comes with a sting in its tail

  03-05-2017 15:05
  
  Many years ago, in a different century, I worked for a smart, very experienced global marketing director. He hired me to train some of his new marketers and over a period of a few years a friendship grew. For an inexperienced, naïve young marketing professor my association with a high-profile marketer at a such a famous brand was something of a coup. I soaked up his advice every time we met and hung off his every word.
  At one of our meetings he informed me that his newly arrived CEO had jus
  
  Read more

• AppNexus and Facebook lead Prebid server-to-server header bidding drive to challenge 'digital monopoly'

  03-05-2017 14:30
  
  Leading adtech outfits AppNexus, Index Exchange and PubMatic are this week rolling out a server-side header bidding initiative, along with Facebook, in a move that is likely to further drive competition with Google when it comes to publishers’ inventory. 
  The parties are working cooperatively to rollout PreBid server, a server-to-server header bidding solution for parties working as part of the open source prebid.js project, which will start shipping this week. 
  This means that a
  
  Read more

• Is former fast-food marketer Jill McDonald the right pick to save M&S’s clothing business?

  03-05-2017 14:13
  
  Marks & Spencer announced that it had poached Halfords boss Jill McDonald to head up its non-food business earlier today (3 May), bringing a drawn-out search to a close. A well-known industry figure, she brings a wealth of experience – including marketing – to the role. So, is this what M&S finally needs to revive the ailing clothing business once and for all?
  Despite its troubles, the clothing and home arm has been without a dedicated leader for some time. Steve Rowe retaine
  
  Read more

• Sainsbury’s boss warns of even more growth for Aldi and Lidl in 2017

  03-05-2017 13:17
  
  Sainsbury’s says its pre-tax profits slid by 8.2% to £503m in the year to 11 March, as it blamed “reduced consumer confidence” for the decline.
  Although group sales rose 12.7% to £29.1bn, partly thanks to the acquisition of Argos last year, sales across Sainsbury’s core supermarkets fell by 2% for the year. And in a statement, Sainsbury’s blamed a decline in general merchandise and clothing sales on “reduced consumer confidence and a marked slowdow
  
  Read more

• How to ensure successful coverage across continents when running a global content campaign

  03-05-2017 12:55
  
  Alicia Manji, TVC Group’s head of lifestyle and luxury, has been working on global content campaigns at the communications agency for more than a decade. From Abu Dhabi to Zurich, she has helped deliver international campaigns for Louis Vuitton, BACARDÍ, King Digital, Ralph Lauren and Montblanc to name a few. Here, she shares with The Drum Network her top tips for driving coverage across continents.
  There is no one-size-fits-all strategy for a global content campaign – wh
  
  Read more

• Diageo is quietly building a digital powerhouse to recalibrate its brands for younger generations

  03-05-2017 12:55
  
  Drinks giant Diageo is assembling an international team of specialists to “lead it to the edge of digital,” and push forward its global marketing capabilities across the 180 countries it advertises in.
  In the past few months alone, the group behind Guinness, Baileys, Smirnoff and other household names has posted around 10 ads seeking marketers to work within or in partnership with its new Digital Centre for Excellence. 
  At present, the roles advertised are focused in the UK and
  
  Read more

• Sadiq Khan embarks on hunt for London’s first chief digital officer

  03-05-2017 12:47
  
  The mayor of London Sadiq Khan has today launched a search for the city’s first chief digital officer, a role with a £106,952 annual salary and a remit to make the capital the world’s leading smart city
  In a job description posted today (3 May), the mayor’s office outlined a role that would ‘encourage collaboration and adoption of common standards around data and service transformation’ by working with Greater London Authority officials, the Smart London Board
  
  Read more

• US Creative Works: Featuring DDB Argentina, Brunner, Arnold Worldwide and more

  03-05-2017 12:21
  
  Welcome to The Drum's US Creative Works in partnership with Workfront.
  As always, this section is dedicated to showing the best creative work in North & South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.'
  For project information, credits and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.
  To vote for your favorite, make sure you cl
  
  Read more

• More Th>n's brand relaunch stars 'cool and calm' Nordic character

  03-05-2017 12:02 via campaignlive.co.uk
  
  A "cool and calm Nordic character" is fronting More Th>n's new campaign to promote the insurer's brand relaunch.
  
  Read more

• Things we like: eBay sponsors Global breakfast shows and Sinitta sells cheese

  03-05-2017 11:58 via campaignlive.co.uk
  
  EBay becomes the launch sponsor of Roman Kemp's Capital London Breakfast Show and Sinitta re-records So Macho for Pilgrims Choice.
  
  Read more

• Barclays spearheads Europe’s largest fintech co-working space

  03-05-2017 11:45
  
  Barclays has established Europe’s largest fintech co-working space in Shoreditch, London in an effort to burnish its own credentials in a burgeoning sphere of activity.
  Rise London will offer 30,000sq/ft of space dedicated exclusively to startup businesses developing financial technologies under the benevolent eye of Barclays own fintech innovation arm, corporate clients and others working on the banks customer focused and business centric activities.
  More than 40 businesses will set up sh
  
  Read more

• Data and automation: advertising’s dynamic duo

  03-05-2017 11:40
  
  Programmatic ad buying is expected to grow by around 31% in 2017. Google’s ad exchange program, AdX, is the leader when it comes to programmatic ad buying. Even traditional advertising giants like Procter and Gamble are using automation for their digital ads.
  However, the influence of big data and automation in the advertising world goes well beyond just programmatic ad buying.
  Automating creativity
  'The Automation of Creativity' is a short documentary that explores the role of a
  
  Read more

• Fetch broadens creative and UX arms to become full-service digital shop

  03-05-2017 11:33 via campaignlive.co.uk
  
  Fetch, the mobile specialist agency part of Dentsu Aegis Network, is widening its capabilities to become a full-service digital agency.
  
  Read more

• Iris’ Nina Taylor goes on a shoot and loses a falcon | You Couldn’t Make This Crap Up Episode 5

  03-05-2017 11:08
  
  The creative director at Iris Worldwide recalled a recent shoot, where things didn’t quite go to plan.
  “Pretty much everyone in the industry says don’t work with children and animals, and it’s true! But I didn’t know that.” Nina had planned to film a falcon flying from one location to another. Everything was looking good, though the team had a tight schedule.
  Unfortunately, during the second shot, the falcon flew off and went missing for days leaving everyone
  
  Read more

• Guardians of the Galaxy Vol.2 leads social media charge

  03-05-2017 10:55
  
  Disney-Marvel’s much hyped Guardians of the Galaxy Vol.2 has been making waves off the big screen on social media after fermenting a wave of discussion, excitement and hyperbole following its release.
  The intergalactic escapades of Chris Pratt, Zoe Saldana, Dave Bautista, Vin Diesel and Bradley Cooper generated 916,000 social media conversations sparked by fans of the original spinning into online overdrive for the franchise reprise.
  In terms of cumulative conversations Guardians falls som
  
  Read more

• Virgin Atlantic and Virgin Holidays choose Proximity for combined CRM task

  03-05-2017 10:28 via campaignlive.co.uk
  
  Virgin Atlantic and Virgin Holidays have appointed Proximity London to handle the two sister brands' CRM business after it was consolidated for the first time.
  
  Read more

• Conde Nast boasts of hitting primetime with slew of new programming

  03-05-2017 10:25
  
  American mass media company Conde Nast has boldly claimed to have arrived as a purveyor of primetime quality programming with the introduction of a new wave of video content.
  The print media veteran has been busily reinventing itself as a digital platform and is now confident enough in its own progress to launch a boastful Next Gen campaign for advertisers having sensed an opening as rival platforms such as YouTube and Facebook become bogged down in fake news travails.
  All of this was sufficient
  
  Read more

• On brand: are you losing your individuality to your company?

  03-05-2017 10:20
  
  “Embody your brand”, “become a brand ambassador”, “be your brand” are examples of typical ‘hype’ phrases used by marketers to ensure their brand ethics are consistently represented by their employees. But what happens when businesses, or employees, take that concept too far? How much does becoming your brand mean sacrificing your individuality?
  The most extreme scenario of this is the subject of Dave Eggers’ book The Circle." It was like a we
  
  Read more

• MediaCom tops Thinkbox TV Planning Awards shortlist

  03-05-2017 10:13 via campaignlive.co.uk
  
  MediaCom is the most shortlisted agency in the 2017 Thinkbox TV Planning Awards, held in partnership with Campaign.
  
  Read more

• Campaign TV: Brave Bison helps launch Rebel FC with Rio Ferdinand and YouTuber Calfreezy

  03-05-2017 10:06 via campaignlive.co.uk
  
  Campaign talked to Brave Bison, YouTuber Calfreezy and Rio Ferdinand about a new breed of football team and how millennial audiences are engaging with the sport.
  
  Read more

• Bad language – the positive power of reading terrible copywriting

  03-05-2017 10:04
  
  Your granddad, with his flinty wartime gaze and workman’s fingers as thick as a hipster’s shin, may not believe that copywriting contains its own hazards.
   
  Admittedly, nicking your thumb with an over sharpened HB is not precisely the same as blasting a coalface or scrapping with Hitler. Nevertheless, I should respectfully brawl with any octogenarian who fails to acknowledge the peril in our profession.
   
  For example, one of copywriting’s craggiest downsides is the fa
  
  Read more

• YouTube's Barb bid rejected

  03-05-2017 10:00 via campaignlive.co.uk
  
  YouTube has suffered a fresh blow as its plan to gain accreditation from Barb, the industry body that measures TV viewing in the UK, has been rejected.
  
  Read more

• AA focuses on growth in Scotland and the regions

  03-05-2017 09:57 via campaignlive.co.uk
  
  The Advertising Association is turning its focus to Scotland and the regions as the incoming metro mayors create new power bases around the UK.
  
  Read more

• Hedger leaves FCB Inferno to be M&C Saatchi CEO

  03-05-2017 09:51 via campaignlive.co.uk
  
  M&C Saatchi London has hired Giles Hedger, chief strategy officer at FCB Inferno, as its chief executive.
  
  Read more

• ITV CEO Adam Crozier steps down after seven years of 'turning around the business'

  03-05-2017 09:42
  
  Adam Crozier is stepping down from his top role at UK broadcaster ITV, opening up a vacancy in the chief executive role.
  After a seven year stint in the role, Crozier will be replaced on the interim by finance director Ian Griffiths who will handle a role combining chief operating officer and finance chief. Sir Peter Bazalgette, ITV chairman, will also take on the role of executive chairman.
  On the departure, Bazalgette, said: “Adam has made a fantastic contribution to ITV and the board is
  
  Read more

• Female Facebook engineers may be victims of routine gender bias

  03-05-2017 09:42
  
  An internal study conducted by Facebook into the treatment of female engineers versus their male colleagues has exposed widespread gender bias, with their work 35% more likely to be rejected than software written by men.
  Taken at face value the findings, recorded by a former employee, appear to indicate that female engineers face heavier scrutiny by Facebook’s internal peer review system, sparking sufficient concern for Facebook to commission a second study headed by head of infrastructure
  
  Read more

Follow @marketing_UKnws on Twitter!