Marketing news

• Confirmation bias is derailing great advertising

  10-05-2017 23:32
  
  The notion of confirmation bias is getting airtime these days because of its overwhelming effect on political opinions. Because confirmation bias is inextricable to being human, we’re each genetically programmed to rationalize evidence — research, data, a comment made by an influential person, even a story you overheard — to align with our preconceived beliefs and understanding of the world. As a nation, we’re divided. Yet there’s one thing that most all of us share
  
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• US Creative Work of the Week: Lysol celebrates a mother’s protective instincts in campaign created by McCann NY

  10-05-2017 22:58
  
  McCann has released its first campaign for Lysol nearly a year after winning the cleaning brand’s account. 
  Running under the tagline ‘Protect like a mother,’ the crux of the campaign is a spot that uses animals to illustrate the many ways that mothers protect their children from danger. 
  For example, at the beginning of the ad, a brown bear is seen shielding a little girl from being hit by a car on her way to school. Later in the spot, an eagle using its wing to prot
  
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• Multichannel marketing for B2B still a challenge for marketers, but Radius announces a more streamlined approach

  10-05-2017 22:05
  
  According to Gartner research, B2B marketing campaigns that integrate four or more digital channels will outperform single or dual-channel programs by 300%. However, 90% of marketers still struggle to seamlessly connect more than three channels at a time, making consistent messaging and coordination a major challenge.
  A new integration that enables B2B marketers to target customers across multiple channels in much the same way B2C marketers may improve the situation as Radius announced on &
  
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• Citymapper trials pop-up bus service in an experiment that puts data first, PR second

  10-05-2017 21:46
  
  Citymapper’s surprise pop-up bus route hit the streets of London this week, but unlike its fellow branded bus tours, the project was designed as a live experiment for the app’s developers and not merely as marketing stunt
  The CMX1 circular route ran between Blackfriars and Waterloo, picking up and dropping off consumers for free. The green bus, which was supported by Transport for London, offered a number of extra features to customers, including wifi and USB charging ports.
  The tran
  
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• AdSupply acquires Lion Digital Media, enabling advertisers to reach local markets

  10-05-2017 21:33
  
  Silicon Valley-based AdSupply, the display advertising platform, announced today it has entered into an agreement to acquire Washington state's Lion Digital Media, an online media agency for local advertising.
  AdSupply is an adtech company that has also recently launched BlockIQ.com, which enables publishers to regain advertising revenue lost to ad blockers. The acquisition of Lion will enable AdSupply to provide advertisers and publishers with digital adv
  
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• W+K’s Colleen DeCourcy says men will wish they 'didn’t have a penis' after attending first-ever VOWSS at Cannes

  10-05-2017 21:25
  
  During this year’s Cannes, the first-ever VOWSS showcase will screen a selection of short films, commercials, branded content, documentaries and music videos created by women internationally.
  One winner will be awarded with a prize of the end of the showcase. The winner will be chosen by a panel of judges that includes BBH’s global chief strategy officer Sarah Watson and Wieden + Kennedy’s chief creative officer Colleen DeCourcy. 
  “We can talk about gender equity in
  
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• As influencer marketing industry grows, agencies seek a more cohesive strategy for advertisers

  10-05-2017 20:26
  
  With over 600m global users on Instagram (80% of whom come from outside of the US and over 400m of whom check Instagram every day), Instagram is fast becoming a key player in the nascent influencer marketing industry with a quickly developing segment of that market. 
  According to a recent study, micro influencers range from those making $50 per post to Instagram superstars like Ariana Grande who command half a million dollars per post. The Instagram influencer market runs the gamut in terms
  
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• Toddlers wore Snapchat Spectacles to shoot Brawny’s Mother’s Day spot

  10-05-2017 18:27
  
  For Mother’s Day, paper towel brand Brawny has rolled out a spot that features clips of footage that were all shot by toddlers wearing Snapchat Spectacles.
  The spot, created by agency Cutwater and directed by Karen X, aims to show what day-to-day life is like from the perspective of a child. As the Spectacle-wearing toddlers spill milk, knock down books, destroy toilet paper rolls and scrape their legs, their moms never fail to drop whatever they’re doing to help save the day —
  
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• La Perla appoints Threepipe to handle programmatic and retargeting strategies

  10-05-2017 18:18
  
  Italian lingerie brand La Perla has tapped Threepipe to manage its global display advertising programme.
  The agency will handle programmatic and retargeting strategies to drive growth in the UK and beyond, underlining the company's expansion beyond lingerie into nightwear, beachwear, menswear and luxury ready-to-wear goods.
  Katie Mulvaney, global digital marketing manager of La Perla, said: “We were impressed by Threepipe’s track record in working with other luxury lif
  
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• The Queen was wrong to trivialise 'soul-baring' – it's good for the royal image

  10-05-2017 18:05
  
  A new, evolved royal brand is emerging like a butterfly from its chrysalis, and soul-baring is an innate part of its being.
  Far from the young royals being out of step with their ‘private projects’, it’s the Queen who has faltered on this one. Change is inevitable and there’s nothing worse than denying it. Look what happened to the music industry with the onset of digital.
  Reportedly trivialising the Duke and Duchess of Cambridge and Prince Harry’s non-ceremonial wo
  
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• Pizza Hut cuts ties with agency responsible for ‘inappropriate’ ad mocking Palestinian prison hunger strikes

  10-05-2017 17:59
  
  Pizza Hut is facing a boycott from Palestinian activists for posting an advert on social media mocking the leader of a three-week-old hunger strike taking place in Israeli prisons.
  The fast food chain has said it has "terminated" its relationship with the agency responsible for an advert, but did not reveal who the agency was. The Drum has reached out to Pizza Hut to find out.
  Earlier this week Israel’s prison service released a video which they claimed showed the leader of
  
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• Marketoonist on meetings

  10-05-2017 17:47
  
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on meetings appeared first on Marketing Week.
  
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• TaylorMade seals Rory McIlroy partnership as Adidas seeks a buyer for the brand

  10-05-2017 17:26
  
  Rory Mcllroy has agreed a $100m (£70m) sponsorship deal with TaylorMade to use the brand's clubs, ball and golf bag for the next decade, two months after Adidas announced it was seeking a buyer for the company.
  Under the terms of the partnership Mcllroy will lend his image to TaylorMade's future ad campaigns across both print and digital and will receive around $10m (£7m) per year over the course of the 10-year agreement.
  The deal with the Northern Irish star means the Adidas-owned g
  
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• Alexa, is Amazon poised to control the connected ecosystem of the future?

  10-05-2017 17:22
  
  Just two weeks after introducing the hands-free camera and style assistant Echo Look, Amazon made another Echo product, Show, available for pre-order – and this time it has a screen. And while an introductory video would have you believe it’s a device that enables us to live better lives, there are many signs Amazon is positioning itself to control the connected ecosystem of the future – and it may very well win.
  Or, as Amazon puts it, “Now Alexa can show you things&
  
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• Nothing's gone wrong with CEO search, ITV tells shareholders

  10-05-2017 16:46 via campaignlive.co.uk
  
  The Grim Reaper stood outside ITV's annual meeting to greet shareholders, which seemed harsh even on a day when the broadcaster said it was facing a 9% drop in ad revenues in the first half of the year.
  
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• GSK’s first digital and ecommerce boss on the ‘step-change’ in its marketing

  10-05-2017 16:13
  
  Louise Kristensen has only been in her role as GSK’s first digital and ecommerce director for consumer healthcare for a month, but she has her work cut out.
  The newly-created role will see her take responsibility for “shaping and leading” the digital agenda for Northern Europe, covering GSK’s seven digital pillars of search, mobile, content, social, ecommerce, innovation and analytics.
  And while she admits she’s still immersing herself into the company culture, she
  
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• Outdoor retailer Field & Stream sponsors country star Jason Aldean's hall of fame exhibit

  10-05-2017 15:54
  
  Field & Stream, a outdoor retailer owned by Dick’s Sporting Goods, has sponsored a new exhibit celebrating Jason Aldean at the Country Music Hall of Fame and Museum as it continues its relationship with the country music star.
  Exploring the life and career of Aldean, two-time and reigning Academy of Country Music Entertainer of the Year, the exhibition will open later this month (May 26).
  Aldean has been a Field & Stream spokesperson since 2016 and the exhi
  
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• Ad of the Day: Harvey Nichols enlists rare bird to model luxury jewellery collection

  10-05-2017 15:52
  
  How does one advertise an exquisite collection of rare jewellery? With the help of an endangered bird, of course.
  Harvey Nichols’ tongue-in-cheek print ad ‘Dead Rare’ features a rare bird draped in a one-of-a-kind tanzanite and diamond necklace. The unlikely model - a taxidermied Northern Bald Ibis - is an endangered species, highlighting the rarity of the store's jewellery collection.
  The feather-ruffling campaign, created by Adam&EveDDB, promotes the retailer's luxur
  
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• Audible appoints PrettyGreen as retained consumer PR and events agency

  10-05-2017 15:39
  
  Audible, the leading retailer, distributor and publisher of audiobooks and premium spoken word programmes, has appointed PrettyGreen as its retained consumer PR and Events consultancy.
  PrettyGreen will oversee all of Audible’s consumer PR brand, alongside Midas PR, who will continue to look after the trade and literary press.
  PrettyGreen’s activity kick started with the launch of Alien: River of Pain, a first of its kind experience, whereby Audible beamed the new audio drama int
  
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• US Creative Works: Featuring MMB, Hill Holliday, The Idea Brand and more

  10-05-2017 15:30
  
  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
  
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• Suzuki adds Channel 4 partnership to existing deal with ITV

  10-05-2017 15:13 via campaignlive.co.uk
  
  Suzuki has teamed up with Channel 4 in a content campaign set to star comedian Katherine Ryan and Made in Chelsea star Mark Francis.
  
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• Ruth Mortimer: Dove has bottled it with its body-shaped packaging

  10-05-2017 14:57
  
  I really love being a woman. Aside from the joy of periods and childbirth, you can look forward to a lifetime of brands patronising you.
  The latest female-friendly gimmick comes from Dove. The Unilever-owned brand has often been seen as a champion for women, with its ‘Real Beauty’ initiative pushing the use of more realistic models in advertising. But for this campaign, the brand has launched a range of body wash bottles resembling “one-of-a-kind” body shapes, aiming to m
  
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• I want it now: Nectar's quest to fit the new shape of consumer loyalty

  10-05-2017 14:40
  
  Along with its loyalty scheme competitors, Nectar was designed to encourage patience in the form of steady, accumulative spending gains. But now that consumer loyalty has a new face – one that’s hungry for instant gratification – the brand has realised that it needs to add more and more value to its currency if it's to stay relevant in an age of immediate and ubiquitous rewards.
  James Moir, Nectar's managing director of eight months, is well-versed on what h
  
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• Tips to help you climb your career ladder from executive search specialist Amanda Pitt

  10-05-2017 14:27 via campaignlive.co.uk
  
  No matter where you are in your career, establish what drives you, advises Amanda Pitt, a partner at Grace Blue.
  
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• P&G’s media chief doubles down on bid to better balance targeted ads with mass-reach strategies amid $2bn marketing cuts

  10-05-2017 14:05
  
  Procter & Gamble (P&G) is working to get the right blend of precision with mass-reach in its marketing after previously admitting that it had targeted excessively online.
  It doesn’t have to be an “either or” debate, opined Gerry D’Angelo, the global media director for the world’s largest advertiser at the Festival of Media in Rome this week (9 May).
  “The approach I’m trying to instill here is to make sure we’re using all the technology to d
  
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• In-store buys more after mobile research, report suggests

  10-05-2017 13:47
  
  A new study released today suggests that consumers are making their in-store purchasing decisions based on a quick review of a product on their mobile phones which suggests that although word of mouth advice from friends and families remain the top resource for considering a product, mobile advertising is increasingly as influential to making a final purchase decision.  
  Loading...
  The study was conducted by Yieldbot, in partnership with Kantar Retail, and further suggests that for new
  
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• How Amazon attracted Blondie, Katie Melua, Texas and Alison Moyet to play 'intimate' London gigs for Prime members

  10-05-2017 13:14
  
  Amazon earlier this week made a significant move into live music experiences, harnessing its platform as a launch point for exclusive and intimate, gigs by female led acts Blondie, Alison Moyet, Texas and Katie Melua.
  The online retailer has forged some ties to live events (simply by selling tickets), but this week's push was seen by observers as a more concerted effort to dominate the lifestyle and entertainment sectors as well as digital and e-commerce.
  Top artists will perform branded gigs wi
  
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• BBH's chief strategy officer smashes pitches with a little help from her armoury of shoes

  10-05-2017 12:35 via campaignlive.co.uk
  
  Alison Hoad's secret work weapon is her "shoedrobe".
  
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• Major brands should use their platforms as a force for good

  10-05-2017 12:30
  
  Brands should be coming down from the fence and grabbing the opportunity to influence cultural change with both hands, writes Siegel+Gale’s Toby Marks.
  The first wave I caught was in the sunset surf of Cornwall. Countless rollers methodically crashed along smooth rocks, and a colony of puffins fed on fresh sand eels – an idyllic picture of nature at its best and one that fuels a $7.8bn industry of boards, wetsuits and holidays. 
  But the sad reality of it? The humble surfboard is
  
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• Why short-termism is 'crack' for marketers and corrodes effectiveness

  10-05-2017 12:22 via campaignlive.co.uk
  
  A distinct shift away from longer-term brand marketing towards the more immediate results of activation marketing is damaging the industry, today's PPA Festival heard.
  
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• Smart Ads: The future of ad evolution is here

  10-05-2017 12:12
  
  Advertising has long been considered an art form, with awards celebrating compelling and iconic ads in a range of formats. Part of the allure in advertising has always been in part the mystery of why some advertisements become the gold standard while others fall flat – but when it comes to your business, that mystery is a liability.
  Fortunately, advances in data and technology can bring more clarity to which ads will be effective, giving you a much clearer path to success than advertisers
  
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• WE Communications launches independent alternative to holding companies

  10-05-2017 12:11
  
  Challenging the traditional holding company model, WE Communications has launched an alternative agency network spanning the media ecosystem. 
  WE Communications has launched The Plus Network in partnership with five specialist agencies and aims to offer a client-focused alternative to “the increasingly bureaucratic and investor-focused holding companies and agency monoliths".
  Building on three long-standing agency partnerships with digital marketing firm GLG, branding agency
  
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• The Marketing Academy reveals its 2017 scholars

  10-05-2017 12:09
  
  The Marketing Academy has revealed the 30 emerging marketing leaders that will take part in its Scholarship Programme this year.
  The scholars, who come from brands and agencies including Deliveroo, AMV BBDO, BT and VCCP, will take part in the 9-month scheme, that aims to prepare marketers for their journey to become senior industry leaders.Now in its eighth year, the programme puts nominees through a highly competitive selection process that includes pitches, face-to-face interviews and a select
  
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• TalkTalk expects marketing spend to increase over next 12 months

  10-05-2017 12:05 via campaignlive.co.uk
  
  TalkTalk has said it will need to increase investment in marketing and subscriber acquisition costs in the coming year, as it announced its financial results.
  
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• Dame Stephanie Shirley and Decoded co-founder Kathryn Parsons enter BIMA Hall of Fame

  10-05-2017 12:02
  
  The British Interactive Media Association (BIMA) has inducted IT pioneer Dame Stephanie Shirley and Decoded co-founder Kathryn Parsons into its hall of fame, expanding its roll call of technologies good and the great.
  Shirley rose to prominence after founding technology firm Freelance Programmers, subsequently rebranded as Xansa, in 1962, before being appointed director of AEA Technology in 1992. Shirley was also the first female president of the British Computer Society and served on the board
  
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• Mark Ritson: Heineken should remember marketing is about profit, not purpose

  10-05-2017 12:00
  
  The ad of the month is clearly the new ‘Open Your World’ four-minute spot from Heineken. The campaign has created acres of coverage and tons of social media response. But is it any good? Before I answer that question, let me tell you about an experience I had a couple of years ago.
  I was invited to pitch to the global marketing team of a large, prestigious brand. They were looking for a major piece of international marketing training. I was up against two bigger firms but I fancied
  
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• AXA restructures marketing and brand under Darrell Sansom following departure of both executives

  10-05-2017 11:51
  
  AXA’s marketing director Cheryl Toner and brand and digital boss Simon Lloyd have departed the business, leading the insurance company to restructure both functions under one executive.
  Toner, who served as group marketing and communications director for over seven years, quietly departed the insurance firm on 31 March after a total of 11 years with the business, to “pursue opportunities outside AXA”, the company said.
  Darrell Sansom took up the role of group marketing director
  
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• Twitter ushers in new era of AI powered tweet recommendations

  10-05-2017 11:34
  
  Twitter has become the latest business to fall for the charms of artificial intelligence after alighting on the technology to provide more accurate tweet recommendations in members timelines.
  Facebook, Google and Microsoft have all previously jumped aboard the AI train and now Twitter is embracing so-called deep learning – an on-trend subsector of AI research involving the ‘training’ of software through constant repetition and use of different variables.
  Up until now Twitter ha
  
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• Festival to champion work by female creative leaders during Cannes

  10-05-2017 11:34 via campaignlive.co.uk
  
  SheSays, the mentorship and events organisation, is partnering with women's creativity champions The Voice of a Woman to launch a festival during Cannes Lions celebrating the best short films created by women.
  
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• Why Dove’s new Real Beauty bottle designs are a brand value lost in translation

  10-05-2017 11:29
  
  When Dove’s Real Beauty campaign first launched, it wrapped women everywhere in the feel-good factor and inspired them in a whole new way. We felt closer to the brand. We liked and trusted it for knowing us.
  Now, Dove has sparked our emotions once again, although maybe not quite in the way they were envisaging. It has put its Real Beauty ideals into six bottle designs that are meant to mimic the shape of its female customers and empower women to feel good about their bodies.
  Instead,
  
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• Has VR finally found its killer application in the real estate market?

  10-05-2017 11:20
  
  Virtual Reality (VR) has been touted as the ‘next big thing’ in marketing for longer than most of us can remember, but it appears that, after several false starts, the technology has finally found an application with mass practical and commercial appeal: helping people to buy property.
  On average, prospective home buyers view 5.8 properties but VR tours are now allowing customers to view an unlimited number of properties in a small space of time from anywhere.
  In fact, the trend land
  
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• Livity promotes Alex Goat to chief executive

  10-05-2017 11:17 via campaignlive.co.uk
  
  Livity, billed as a "youth-led creative network", has promoted managing director Alex Goat to chief executive.
  
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• Mattress Firm seeks Apple stardust with Steve Wozniak presentation

  10-05-2017 11:16
  
  Apple co-founder Steve Wozniak is to take a break from phones to big up sleep specialists Mattress Firm by delivering a live keynote address singing the praises of its mattresses.
  Seeking to drag the humble mattress into the 21st century the industry veteran has devised a technology-centred approach to challenge head-on a raft of upstart rivals including the likes of Casper, Lessa and Eve which have cornered the burgeoning ‘mattress in a box’ market.
  Sicily Dickenson, Mattress Firm's
  
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• The greatest hits of 'beautiful weirdos' Allison and Bovill

  10-05-2017 11:15 via campaignlive.co.uk
  
  Campaign rounds up some of the best work from John Allison and Chris Bovill, who are leaving Channel 4 to head up Warner Music Group's content studio, The Firepit.
  
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• Apple picks up new bedfellow with acquisition of sleep tracking specialists Beddit

  10-05-2017 10:41
  
  Apple has purchased sleep tracking specialists Beddit for an undisclosed sum, giving the technology behemoth access to its customers while they sleep as well as waking hours.
  Confirming the takeover on its website Beddit sought to reassure its customers by confirming that their personal data ‘will be collected, used and disclosed in accordance with the Apple Privacy Policy.’
  Beddit is no stranger to Apple having offered its range of sleep tracking hardware and software for sale in Ap
  
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• Rémy Cointreau UK moves media to UM

  10-05-2017 10:02 via campaignlive.co.uk
  
  Rémy Cointreau, the French alcohol company, has appointed UM to handle its UK media planning and buying account without a pitch.
  
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• Nike shows brands the value of owning a moment in time

  10-05-2017 09:52 via campaignlive.co.uk
  
  Sandy Bodecker, the Nike vice-president responsible for Breaking2, is so obsessed with the sub-two-hour marathon that he has "1:59:59" tattooed on the inside of his left wrist.
  
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• Things we like: Carat's email ban and the Daily Mail's audio paper

  10-05-2017 09:44 via campaignlive.co.uk
  
  Carat trials the ban of internal emails on Fridays, and the Daily Mail creates an audio newspaper magazine.
  
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• Turkey of the week: Facebook "Tips for spotting fake news"

  10-05-2017 09:42 via campaignlive.co.uk
  
  Omar Oakes felt condescended to by Facebook's press ad that provided tips for spotting fake news stories.
  
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• Pick of the week: StubHub "Machines" by Goodby Silverstein & Partners

  10-05-2017 09:39 via campaignlive.co.uk
  
  Emily Tan is laugh-out-loud delighted with the hyperbolic ad "Machines".
  
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