Marketing news

• The teacher: Beyond the Brief featuring Chavonne Hodges, McCann

  09-05-2017 20:40
  
  (Editor's note: Beyond the Brief is a collaborative project celebrating 100 years of the 4A's and their members. See the industry pros we're featuring here.)
  A moment of smile-inducing joy for McCann’s learning and development associate Chavonne Hodges: vigorous mountain climber routines to the tune of Migos.
  The young Queens, NY native spends her 9-to-5 educating McCann’s leadership on best practices and global learnings, fusing insights from external vendors and the agency&rsq
  
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• Wendy's makes good on Twitter chicken nugget promise as 'Nuggs for Carter' campaign breaks retweet record

  09-05-2017 19:46
  
  One man's mission to win a a year-long supply of chicken nuggets has earned him the title for the most retweeted Twitter post of all time, taking the accolade from Ellen DeGeneres' Oscar selfie tweet from 2014. 
  The unlikely feat came after Reno man Carter Wilkerson tweeted fast-food chain Wendy's last month asking how many retweets he would have to garner in order to win 365 days' worth of free chicken nuggets.
  Wendy's accepted the challenge, giving him a target of 18 m
  
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• Dove's body-shaped bottles backfire

  09-05-2017 19:45 via campaignlive.com
  
  The Unilever brand celebrated body diversity with limited edition packaging, but many consumers were insulted, not inspired, by the "Real Beauty" message.
  
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• NFL makes move to drive up TV broadcast deals and digital subscriptions outside the US and Europe

  09-05-2017 19:44
  
  The National Football League (NFL) is stepping up its efforts to expand its international TV broadcast portfolio and subscriptions to its digital platforms outside the US and Europe.  
  Brazil, Pan-Asia and the Middle East have been targeted as “priority global markets” where the league wants to strike new commercial broadcast deals ahead of the 2017 season.
  To help market the assets, the NFL has partnered with Perform Group in a multi-year strategic media relationship which will
  
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• Sharethrough partners with Yahoo's DSP BrightRoll furthering advertiser demand on the network

  09-05-2017 18:31
  
  Native ad platform Sharethrough today  (May 9) announced that it has integrated with the BrightRoll demand-side platform (DSP) from Yahoo as a programmatic source for native inventory.
  The integration will enable advertisers using the BrightRoll DSP to access digital display and video inventory across devices on the network using Yahoo audience data. 
  The Sharethrough Exchange gives advertisers access to up to 4.5bn impressions each month, across 196m unique browser
  
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• Snapchat steps up challenge to Instagram with host of new camera features

  09-05-2017 17:59
  
  Snapchat has unveiled a host of new camera tools, including a Looping Video feature, as it gears up to take on Instagram. 
  The messaging app, which is due to file its first quarterly results, since going public, on Wednesday, has also dialed back on its trademark ephemerality with a new service that lets users share a Snap for an infinite time. 
  Dubbed Limitless Snaps, the tool will let Snapchatters share images with their select friends without restricting the amou
  
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• UK Top Shazamed Ads: Toyota, Apple and Simply Be each enter the chart this week

  09-05-2017 17:54
  
  The Drum's Shazam chart is based on the number of times each ad has been Shazamed over the past week using the music identification app.
  This week sees three new entries to the chart with Toyota, Apple and Simply Be each taking a place in the top ten.
  Toyota enters in seventh place with Jungle’s ‘Busy Earning’ while Apple has snapped up sixth place with its colourful ad backed by Beyonce’s ‘Freedom’.
  Simply Be, which takes the highest new s
  
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• M&C Saatchi Sport & Entertainment opens LA office to be headed by former Golin executive director Corey Langworthy

  09-05-2017 17:46
  
  M&C Saatchi Sport & Entertainment is expanding its US operations with the opening of a new Los Angeles office which will provide bi-coastal support for the agency’s growing roster of clients in the US.
  The LA location will accompany M&C Saatchi Sport & Entertainment’s New York office and will be headed up by Corey Langworthy who will serve as managing director of the west coast operation. Corey joins the company from global PR agency Golin where was an execu
  
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• Losing my mental health was the best thing to happen to me

  09-05-2017 17:43
  
  This week is Mental Health Awareness week, so I’d like to tell you a story that may make you feel a bit uncomfortable. It’s about my journey through bipolarism and how it changed my life for the better. Personally and creatively. I know – you don’t hear that very often. But I went into the experience one person and came out another. I wouldn’t have had such a successful creative career without it.
  The reason I want to share my story is because people tend to automat
  
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• Warner Music poaches Channel 4's Allison and Bovill

  09-05-2017 17:41 via campaignlive.co.uk
  
  Warner Music Group has poached John Allison and Chris Bovill from Channel 4 to head its content studio, The Firepit.
  
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• Ogilvy expands consultancy division with London office

  09-05-2017 17:35 via campaignlive.co.uk
  
  Ogilvy is bringing its consultancy OgilvyRed to the EMEA region with the launch of a London office.
  
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• BT in discussions about digital roster

  09-05-2017 17:32 via campaignlive.co.uk
  
  BT is speaking to agencies about its digital roster.
  
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• Lack of data science skills is a barrier to deep customer relationships

  09-05-2017 17:25
  
  Despite nine in 10 marketers (92%) agreeing that data management is a key priority for their business, two-fifths of marketers (40%) believe a lack of analytics and data science skills is preventing them from delivering effective customer relationship management (CRM) strategies, according to new research from Jaywing.
  Additionally, three in five respondents (61%) say CRM is the most important marketing skill in today’s climate, and nearly two-thirds (65%) say the availability of data is o
  
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• Droga5 wins pitch for Secret Escapes

  09-05-2017 17:22 via campaignlive.co.uk
  
  Secret Escapes has appointed Droga5 London to its global advertising account as the "members-only travel club" seeks to highlight its brand mission to "democratise luxury".
  
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• Mark Whelan expands remit as part of Havas restructure

  09-05-2017 17:15 via campaignlive.co.uk
  
  Mark Whelan, chief creative officer at Havas, has had his remit expanded to include media.
  
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• Inclusivity at the heart of NatWest/ECB partnership

  09-05-2017 17:09 via campaignlive.co.uk
  
  NatWest's partnership with the England and Wales Cricket Board underlines a broader shift by the sports marketing industry to create sponsorship deals that have deeper roots in local communities.
  
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• Amazon and Tough Mudder to co-create original miniseries as part of sponsorship agreement

  09-05-2017 17:07
  
  Amazon has become Tough Mudder’s ‘official online retailer’ after agreeing to a new partnership which will see the two brands work together to create a dedicated digital storefront and a co-branded miniseries for Amazon’s digital platforms.
  Under the terms of the partnership Amazon will launch a Tough Mudder online health and personal care resource which will offer customers training content, workout videos and guides featuring Tough Mudder’s fitness and active life
  
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• UKTV chief Darren Childs steps down after eight years

  09-05-2017 16:50 via campaignlive.co.uk
  Childs to depart BBC and Discovery joint venture in July.
  
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• Wendy's coughs up the nuggs as #NuggsForCarter becomes most retweeted of all time

  09-05-2017 16:49 via campaignlive.com
  
  The fast food brand will also donate $100,000 to the Dave Thomas Foundation for Adoption.
  
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• ANA finds that 75% of marketers plan to increase spending on PR over the next five years

  09-05-2017 16:49
  
  Marketers plan to increase internal staffing and overall spending over the next five years on public relations, according to a recent ANA survey. 
  According to the ANA, 62% of the 100 client-side marketers that participated in the survey indicated that they plan to increase internal staffing to support public relations over the next five years, while 75% said that they intend to increase overall spending. 
  The report, which was conducted earlier this year in partnership with the USC Ce
  
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• Making the user comfortable with the technology is key to digital customer experience adoption, study IBM suggests

  09-05-2017 16:39
  
  While many B2B and B2C companies are moving quickly to improve the online digital customer experience, a recent study from IBM suggests that not all consumers are as enthusiastic about those digital transformations.
  Creating new digital ways to engage with consumers and expecting them to embrace it can put companies' investments at risk.
  The study found that while the majority believe customers want to try new ways to engage with a company, what consumers are  most concerned with getting qu
  
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• Is Nike’s ‘Breaking2’ marathon bid more than just a marketing stunt?

  09-05-2017 16:26
  
  Last Saturday (6 May) Nike enlisted three of the athletes it sponsors – Lelisa Desisa, Eliud Kipchoge and Zersenay Tadese – to attempt something ambitious; break the two-hour barrier for a full marathon run.
  Prior to Nike’s attempt the fastest marathon time ever recorded was 2:02:57 by Kenyan runner Dennis Kipruto Kimetto in Berlin back in 2014. Shaving another three minutes off that would be a big achievement; it took 16 years to shave off the previous three minutes.
  However,
  
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• Is Nike’s ‘Breaking2’ marathon bid more than a marketing stunt?

  09-05-2017 16:26
  
  Last Saturday (6 May) Nike enlisted three of the athletes it sponsors – Lelisa Desisa, Eliud Kipchoge and Zersenay Tadese – to attempt something ambitious; break the two-hour barrier for a full marathon run.
  Prior to Nike’s attempt the fastest marathon time ever recorded was 2:02:57 by Kenyan runner Dennis Kipruto Kimetto in Berlin back in 2014. Shaving another three minutes off that would be a big achievement; it took 16 years to shave off the previous three minutes.
  However,
  
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• Protein World's Khloe Kardashian ad escapes ban

  09-05-2017 16:22 via campaignlive.co.uk
  
  Protein World's provocative ad featuring reality TV personality Khloe Kardashian has escaped censure despite over a dozen complaints that it promoted an unhealthy approach to dieting.
  
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• Local newspapers criticised by NUJ for running 'potentially toxic' political ads dressed up as front page news

  09-05-2017 16:12
  
  The National Union of Journalists (NUJ) has questioned whether the use of wraparound political advertisements dressed up as front page news put the editorial integrity of newspapers at risk at a time when integrity should be protected more than ever.
  The issue was highlighted most recently by the Conservative Party’s wraparound ads that featured in numerous regional newspapers including Mansfield Chad, Bury Times and Stockport Express on 4 May, polling day for the UK’s local election
  
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• Aesop Storytelling Series – Episode 2: as useless as a marzipan dildo

  09-05-2017 16:03
  
  Don’t take offence, but brand storytelling isn’t really about telling stories.
  How could you not love a character like Malcolm Tucker from The Thick Of It? He’s the master pâtissier of the putdown: ‘He's as useless as a marzipan dildo.’ He’s the Nostradamus of the insult: ‘You're a f**king omnishambles... You're like that coffee machine, you know: from bean to cup, you f**k up.’ And this was years before George Osborne got anywhere near a red
  
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• TV Licensing calls review of direct business

  09-05-2017 16:02 via campaignlive.co.uk
  
  TV Licensing is reviewing its direct advertising account, which has been held by Proximity for 15 years.
  
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• Sorrell eyes Amazon opportunity as WPP buys Marketplace Ignition

  09-05-2017 15:58 via campaignlive.co.uk
  
  WPP-owned Possible has acquired Marketplace Ignition, an e-commerce agency focused on advising clients on how to grow their business on Amazon and other online marketplaces.
  
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• Are you phoning in your brand’s video assets?

  09-05-2017 15:43
  
  Brand campaigns had a different meaning 20 years ago. You oversaw the impression you transmitted to the world, and videos were huge (and hugely expensive) initiatives. You could post footage to the web 20 years ago, but most people couldn’t view it. So there was almost no video being developed for web-based viewing.
  Fast-forward 20 years, and video is everywhere online, created by companies, their fans, and of course their customers in places like United Flight 3411. In fact, video is beco
  
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• Daily Star gambling ad banned for sexism

  09-05-2017 15:31 via campaignlive.co.uk
  
  A TV ad for the Daily Star's gambling site, Daily Star Wins, has been banned for objectifying women and suggesting betting could enhance personal qualities and attractiveness.
  
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• Häagen-Dazs revamps to 'evolve with the times'

  09-05-2017 15:30 via campaignlive.co.uk
  
  Häagen-Dazs has failed to evolve since it popularised "luxury" ice-cream in the 1990s, its top marketer has admitted.
  
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• Brand-safety concerns fail to harm tech giants' results

  09-05-2017 15:25 via campaignlive.co.uk
  
  Google and Facebook's forecast-smashing first-quarter ad revenues suggest the duopoly is only going to grow as they diversify, despite brand-safety fears from advertisers.
  
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• Pitch update: Samsung, Costa

  09-05-2017 15:17 via campaignlive.co.uk
  
  Samsung has shortlisted agencies for its CRM business, while Costa held chemistry meetings.
  
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• Blossom Hill uses shopper campaign to revive sales

  09-05-2017 13:48 via campaignlive.co.uk
  
  Blossom Hill, the wine brand owned by Treasury Wine Estates, is partnering beauty retailer Feelunique in an attempt to turn around falling sales.
  
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• Zenith unveils new global client-growth strategy

  09-05-2017 13:45 via campaignlive.co.uk
  
  Zenith has launched a new "global approach", called ROI+, as it seeks to give more "upstream" strategic advice to brands while making "downstream" media buying more automated.
  
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• Possible acquires Marketplace Ignition to reach further into Amazon territory

  09-05-2017 13:16
  
  On the WPP Q4 earnings call, Sir Martin Sorrell talked about what keeps him up at night. His answer was Amazon.
  He talked about setting up a specialty agency in Seattle to focus on that. That agency is Possible, which is nearly across the street from the new Amazon headquarters. Now, Possible and WPP are upping their Amazon game considerably by acquiring acquisition of Marketplace Ignition, a leading strategy consultancy focused on helping retailers and brands increase their business on Amazon a
  
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• Heineken: Brands should be humble about the role they can play driving social change

  09-05-2017 12:56
  
  Heineken believes brands should “hit the right tone and play the right role” when launching a purpose-led campaign, and be realistic about what can be achieved.
  The brand unveiled its new ‘Open Your World’ campaign at the end of last month, which challenges Brits to break down barriers and find common ground with others who have opposing views.
  The campaign video, created by Publicis, shows a real-life social experiment that puts together two strangers divided by their be
  
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• My Media Week: Will Hayward, Joe Media

  09-05-2017 12:47 via campaignlive.co.uk
  
  We join Will Hayward, chief executive at Joe Media, in his quest to create better content that's faster than the competition.
  
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• The rise of the in-house creative agency – and why it's here to stay

  09-05-2017 12:42
  
  Two things strike me as the word ‘advertising’ is increasingly replaced with phrases such as ‘branded content’, ‘native’ and ‘content marketing’.
  The first is that we media types love to use two or three words when one would usually do, and the second is in an industry where disruption is now the new norm, how difficult it’s becoming to accurately define its continued evolution. And even harder to then deliver on it.
  Whichever term is used to
  
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• The Creative Circle opens free school to tackle advertising’s diversity problem

  09-05-2017 12:40
  
  The Creative Circle Foundation is launching a free full-time school that will educate 20 creative students each year in an effort to address advertising’s diversity problem. 
  From September, the foundation aims to relieve students from the pressure of affording expensive advertising courses and plans to support students from outside of London with rent.
  “There's a lot of talk about diversity and education at the moment. And that's all it is. Talk,” said Vicki Maguire,
  
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• River Island picks MG OMD to advance new brand strategy

  09-05-2017 12:38 via campaignlive.co.uk
  
  River Island, the high-street clothes retailer, has appointed Manning Gottlieb OMD to handle its £4m UK media account as the brand evolves its brand strategy to inspire shoppers' personal choice.
  
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• John Lewis and Waitrose test joint marketing campaigns in a bid to boost loyalty

  09-05-2017 12:35
  
  Campaigns such as #BustertheDog could soon represent Waitrose as well as John LewisThe John Lewis Partnership has hinted to upcoming marketing synergies between its John Lewis and Waitrose brands; a change in strategy given how it has previously kept both of their advertising very separate.
  The John Lewis and Waitrose brands now both see their advertising handled by creative agency adam&eveDDB. And in the retail group’s annual report, the partnership says there is “great potenti
  
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• John Lewis and Waitrose test joint marketing campaigns as they look to boost loyalty

  09-05-2017 12:35
  
  Campaigns such as #BustertheDog could soon represent Waitrose as well as John LewisThe John Lewis Partnership has hinted to upcoming marketing synergies between its John Lewis and Waitrose brands; a change in strategy given how it has previously kept both of their advertising very separate.
  The John Lewis and Waitrose brands now both see their advertising handled by creative agency adam&eveDDB. And in the retail group’s annual report, the partnership says there is “great potenti
  
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• Adidas holds off interest from Under Armour as it extends Real Madrid sponsorship deal

  09-05-2017 12:19
  
  Adidas has reportedly renewed its kit sponsorship with Real Madrid after agreeing a new 10-year deal worth around £840m (€1bn).
  According to reports in German news outlet Der Spiegel, Adidas has extended its relationship with the La Liga club and will pay around £840m (€1bn) over a 10-year period.
  Under the terms of the agreement Real Madrid will receive a fixed annual sum of around £59m (€70m) in addition to 22.5% of all Adidas’ Real Madrid branded merchan
  
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• Integral Ad Science expands its brand safety offering to 40 languages

  09-05-2017 12:17 via campaignlive.co.uk
  
  Analytics company Integral Ad Science (IAS) has expanded its brand safety solution from nine languages to 40, covering nearly 99% of internet users.
  
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• Volkswagen's media boss on why the brand stopped asking its media agencies to 'save money'

  09-05-2017 11:45
  
  Squeezing agencies to save more and more money is a thing of the past at Volkswagen, claimed its head of media planning Oliver Maletz. 
  Instead, he's asking them to contribute to the car maker's profit: "For many years we asked our media agencies to save money and now we're fundamentally asking them them to be more strategic and think differently," Maletz explained at the Festival of Media in Rome yesterday (8 May). 
  Cue the clinks of champagne glasses at agencies as they celebrate a r
  
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• Newhaven co-founder Gareth Howells leads trio of appointments at Double Concentrate

  09-05-2017 11:44
  
  Double Concentrate, the Newcastle-based digital creative agency, has scored a hattrick of new hires after adding industry veteran Gareth Howells to its team as part of an appointment triple.
  Howells was one of the founders of Edinburgh ad agency Newhaven before migrating to the Leith Agency prior to its acquisition. He will serve as group creative director in his latest role, joining chief operations officer Paul Marrin and designer Katie Winter as the latest additions to its payroll.
  Creat
  
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• Nissan wins its indie credentials with an ad that ends with one of the year's stranger branding moments

  09-05-2017 11:33 via campaignlive.co.uk
  
  Social video experts at Unruly review "No More Mr Nice Car", the latest viral by Nissan Ireland.
  
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• Esports ad industry worth $280m in 2016, to breach the billion mark by 2021

  09-05-2017 11:31
  
  Competitive online gaming in 2016 attracted $280m of ad dollars from big advertisers in 2016 with the capital primarily funneled into video, influencer marketing and sponsorship.
  By 2021, eSports will attract more than $1bn of ad revenue from brands as the young industry continues to grow and attract relevant audiences.
  IHS Markit's eSports and The Future of TV report found that eSports was primarily an online phenomenon although some broadcasters are starting to tie down rights to the bigg
  
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• Ad of the Day: Captain Morgan says ‘aye aye’ to fellow captain Rio Ferdinand in swashbuckling new campaign

  09-05-2017 11:18
  
  Diageo rum brand Captain Morgan has enlisted a range of real life captains – including former Manchester United skipper Rio Ferdinand – for a new integrated global ad campaign.
  Ferdinand is joined by T20 and One-Day International cricket captain Eoin Morgan (a real-life captain Morgan) in a dark and lively bar, which the drink’s friendly real namesake enters greeting a plethora of captains with a tip of the hat and a welcome of “captain”.
  He proc
  
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