Marketing news

• Mars and BBDO SF roll out first work made with crowdsourced platform in US

  12-05-2017 22:42 via campaignlive.com
  
  Connected Solutions president Leonid Sudakov envisions IoT future for consumer goods giant.
  
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• W+K Portland promotes Oregon and Portland with stop-action animation and robotic salmon

  12-05-2017 19:52
  
  A fish wants you to come to Oregon. Just in time for the spring and summer travel season, Wieden + Kennedy Portland has come up with a handmade campaign to promote Travel Portland and Travel Oregon, complete with intricate and whimsical stop-motion animation and a talking robotic Chinook salmon.
  With ‘You Can, In Portland', W+K worked with director Mark Gustafson, who served as animation director on Wes Anderson’s The Fantastic Mr. Fox, and Portland-based animation studio HouseS
  
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• Budweiser toasts Derek Jeter with #ThisBudsFor2

  12-05-2017 18:52
  
  To fete the legacy of legendary Yankees shortstop Derek Jeter and the retirement of his jersey this weekend, MLB sponsor Budweiser is out with what it called an “emotive new video”, This Bud’s for 2, which went live Friday (May 12).
  Video of Budweiser | This Bud’s for 2 | Derek Jeter Number Retirement 
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  The two-minute video starts with Jeter’s final at-
  
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• People on the move featuring Trinity Mirror, Maxus, Roberto Cavalli and more

  12-05-2017 17:00
  
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below. 
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  Maxus
  Richard Lloyd has been promoted to the newly created role of worldwide head of programmatic at WPP media agency Maxus.
  In the new role, Lloyd will lead advertisers through the technological changes that are creating new opportunities for them, as a result of the industry’s ongoi
  
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• Business on the Move: British Airways, Raindance, The Dalmore and more

  12-05-2017 16:00
  
  International Airlines Group has appointed WPP as its marketing agency working across its British Airways (BA), IAG Cargo and Avios brands.
  The deal ends BA’s 12-year relationship with BBH London, which had added BA’s loyalty business to its account in March 2014, winning the business from OgilvyOne.
  WPP agency Possible this week acquired Marketplace Ignition, a consulting firm which specialises in advising brands how to develop their Amazon marketing and ecommerce strategi
  
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• The psychology behind some of the most irritating people on social media

  12-05-2017 15:12
  
  Social media. It’s been going through a bit of a rough patch recently with people blaming it for the successes of certain political figures while simultaneously amplifying the recruitment campaigns of terrorist networks and facilitating the growing problem of live streamed violence – it’s the sort of record even James Blunt couldn’t tweet away. 
  But these people aren’t the ones who ruin social media for the majority of us. We hear about them, of course, but the
  
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• Diageo, Dove and Ryanair – 5 things that mattered this week and why

  12-05-2017 15:05
  
  Diageo Reserve’s new travel series will appear on AmazonDiageo’s move to advertise on Amazon a sign of things to come?
  There have been growing murmurings in the marketing world that Amazon is about to up its focus on advertising as it goes after Google and Facebook and bids to become a third player in the market. And Diageo’s decision to create content for Amazon throws into sharp relief why the ecommerce giant could be such a potent force in the digital ad space.
  Speaking abo
  
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• Vivendi-Havas merger: Will conflict of interest concerns plague the deal?

  12-05-2017 14:33
  
  Vivendi’s €2.36bn offer to buy Havas came as little surprise to the industry, but whether the French advertising group can remain an impartial intermediary after it becomes a key asset in the European media giant's arsenal is the question many observers are now asking.
  Vivendi made its move to buy Havas yesterday (11 May), submitting an offer to Groupe Bolloré to purchase the 60% stake it owns for €2.36bn.
  Already the deal, as one an
  
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• Mother NY has created a tool for LinkedIn that lets moms explain their resume gaps

  12-05-2017 14:09
  
  Ahead of Mother’s Day this weekend, Mother New York has created a LinkedIn tool that gives moms a chance to explain gaps in their resume.
  Since many new moms are forced to quit their jobs once they have children because of poor maternity leave policies in the US, the agency wanted to create something that would give job-hunting mothers an easy way to address work hiatuses that have cropped up throughout their careers due to child-rearing.
  The result is The Pregnancy Pause, a “company
  
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• Facebook pushes further into 360-degree video with new partnership

  12-05-2017 14:02
  
  Facebook's push to make 360-degree video ubiquitous has been bolstered through a new partnership with Blend Media, which will focus on developing a "creator community" of experts. 
  Blend Media is a tech platform that works with brands, agencies and publishers create 360-degree video projects.
  Through the partnership, Facebook has gained access to Blend Media's library of premium content which it will harness to drive 360-degree video growth on the platform. Meanwhile, Blend Media will
  
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• Bill Nighy asks ‘Why would anyone shop at TK Maxx?’ in retailer’s zany TVC

  12-05-2017 13:40
  
  TK Maxx has enlisted the dulcet tones of actor Billy Nighy for its latest ad, which features an assortment of eclectic dinner party guests in weird and wonderful scenarios.
  Created by Wieden+Kennedy, the ad forms part of the designer discount brand’s ‘Ridiculous possibilities’ campaign.
  It opens in cinematic style with a dinner party before each of the guests explain why they shop at TK Maxx in a variety of colourful and wacky situations. These include playing a game of squash
  
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• Sky strikes first commercial deal for original short-form programming

  12-05-2017 13:37
  
  Sky has partnered with Fitbit to produce the second series of its VOD exclusive show Fit in 5, marking its first commercial deal for a short-form programme.
  The broadcaster unveiled its first foray into original short-form production in January last year with the five-minute fitness show, fronted by personal trainer Marvin Ambrosius alongside TV presenters Lisa Snowdon and Sarah-Jane Mee. The first series of Fit in 5 accumulated over one million downloads on Sky’s VOD platform.
  Now Sky has
  
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• CMOs call out inauthentic marketing: ‘Not all brands need to be Dove – often they need to shut up’

  12-05-2017 12:53
  
  'Brand purpose' is at risk of becoming another marketing buzzword as more companies attach themselves to passion points – either ethical, cultural or political – without any thought of how it will play out in the longer term, according to a cross-section of industry marketers.  
  Speaking at The Drum’s Future of Marketing event on Thursday (11 May), James Hayr, head of global sales at Endemol Shine, suggested that those looking to emulate the success of
  
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• DDB New York brings on top recruiter of creative talent Britt Hayes

  12-05-2017 12:31
  
  DDB North America, part of Omnicom, announced on Thursday (May 11) the appointment of Britt Hayes as chief people officer.   Hayes joins DDB from Grey Group, where she managed creative talent and operations for the network’s New York office as executive director, creative management. Prior to Grey, Hayes was worldwide head of creative talent at J. Walter Thompson.
  Hayes brings 18 years of experience in agency recruitment and creative management to DDB, and she is listed on  
  
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• Kwik Fit appoints Click Consult to drive online results

  12-05-2017 12:22
  
  Kwik Fit, the UK’s leading automotive service and repair company, has appointed Cheshire search marketing agency Click Consult to enhance its online performance.
  Kwik Fit has more than 600 centres across the UK offering services including tyres, brakes, exhausts, batteries, MOT testing, car servicing and air conditioning, and also offers a mobile tyre fitting service.
  Click Consult chief executive and founder Matt Bullas commented: “We’re delighted to be working with the UK&rsq
  
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• Lego's five tips for a successful launch

  12-05-2017 12:08 via campaignlive.co.uk
  
  Launching a brand or product is an increasingly complex, challenging task for a marketer, but observing certain principles can help to maximise the chances of success, according to Lego's global marketing director, digital.
  
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• Ad Association heads to Scotland with ‘That's nae bad from an ad’ campaign tackling negative Holyrood view on advertising

  12-05-2017 12:00
  
  The Advertising Association (AA) is to set to launch a campaign promoting the benefits of advertising north of the border, as new research reveals parliamentary favorability for the sector is at its lowest among SNP MPs.
  Positive political sentiment towards advertising is ‘positive’ in Westminster according to the AA, having risen from 48% in 2012 to 60% in in 2016. However, this figure still rests at just 18% among SNP MPs.
  The AA has also highlighted the near-majority government&rs
  
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• Ad of the Day: Green Party spoofs ‘90s board game ads in party election broadcast

  12-05-2017 11:35
  
  The Green Party has ramped up its general election campaign with the release of its party election broadcast – a retro-looking ad for bogus board game The Race to Number 10 - Snap Election Edition.
  The spot, dubbed #ChangeTheGame, sports the hallmarks of 90s kids advertising, with an overly-enthusiastic narrator, saturated colour, a nuclear family and Comic Sans titles.
  As the family plays the game, subtle digs are made at the tactics of the Greens’ rivals, such as “You ju
  
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• Research suggests low data science skills present a barrier to better customer relationships

  12-05-2017 10:51
  
  Our new research, which explores the maturity of data-driven marketing in 2017, reveals that a significant data science skills gap is preventing businesses from delivering a personalised customer experience and accurately calculating ROI.
  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 data and analytical skills is preventing them from delivering effective customer relationship management (CRM)
  
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• Wins this week: British Airways, Finish, Rémy Cointreau

  12-05-2017 10:40 via campaignlive.co.uk
  
  Campaign's weekly round-up of account moves across advertising and media.
  
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• Whisky brand The Glenlivet hands global account to Wieden + Kennedy Amsterdam

  12-05-2017 10:33
  
  Wieden + Kennedy Amsterdam are raising a glass to Scotch whisky brand The Glenlivet this Friday after being appointed to oversee the global account.
  The Pernod Ricard owned single malt has enjoyed strong success in the US market over recent years, where it has risen to become the market leader.
  Miriam Eceolaza, global brand director, commented: “Wieden+Kennedy Amsterdam is a dynamic agency and we were impressed by the team's creativity and passion. We are confident that together we can cre
  
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• Procter & Gamble's media overhaul could be the catalyst to change ad industry

  12-05-2017 10:22 via campaignlive.co.uk
  
  No company is watched more closely than Procter & Gamble because it's the world's biggest advertiser, and major change is coming to the way it manages media, Tom Denford says.
  
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• Technophobe Trump goes analogue in ‘What is digital?’ Time interview

  12-05-2017 10:03
  
  Donald Trump has let slip his technophobia in an interview with Time magazine in which the pugilistic president confessed to having no understanding of the concept of digital, despite calling the shots on the world’s largest military budget.
  Recalling a conversation with one naval officer in regards to a new Electromagnetic Aircraft Launching System, Trump sounded distinctly unimpressed by the hi-tech solution, hankering instead after good old-fashioned steam.
  Trump said: “It sounded
  
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• The many cinematic takes on King Arthur

  12-05-2017 10:01
  
  Director Guy Ritchie has enlisted Charlie Hunnam to take on the title role in this week’s new release from Warner Bros.: King Arthur: Legend of the Sword. The movie re-imagines the Arthur story as one where he was cast out as a young boy and never told of his royal lineage or birthright.
  Growing up among the common folk a as no one, he only grasps his destiny when, through a series of circumstances, he takes hold of the sword Excalibur. That begins to take him down the road to leading
  
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• Green Party's election ad lampoons 90s board game where cheating wins

  12-05-2017 09:45 via campaignlive.co.uk
  
  The Green Party has launched another satirical political ad that lampoons its major rivals, this time with a sinister parody of a 1990s spot for a board game.
  
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• Goodwood Festival’s Alex Williamson is surprise pick to lead House of Fraser revamp

  12-05-2017 09:32
  
  Alex Williamson, the petrol head behind both the Goodwood Revival and Festival of Speed, has been named as the surprise pick to lead a revamp of House of Fraser department stores.
  Williamson will be installed as chief executive of the venerable retail brand at the end of July, placing him in the driving seat of a planned revival of the business.
  More accustomed to race cars than pedestrian traffic, Williamson will fill a role which has lain vacant since the departure of Nigel Oddy last year. Now
  
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• Nigella explores perfect cuppa in McCann's debut Typhoo ad

  12-05-2017 09:01 via campaignlive.co.uk
  
  Typhoo has seized on the British penchant for fussing over how to make the perfect cup of tea in its first campaign by McCann Manchester.
  
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• Why Volkswagen’s media boss won’t buy media from a consultancy

  12-05-2017 08:45
  
  The prospect of being able to buy media from a management consultancy that already has creative and digital know-how won’t be happening anytime soon at Volkswagen.
  That’s according to head of communications and media planning Oliver Maletz. He warned the likes of Accenture and Deloitte not to compete head to head with media agencies, admitting that he wouldn’t be tempted to jump ship.
  His fear being that, even if a management consultancy did buy an agency, it would still be lac
  
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• Can Amazon put an end to Google and Facebook’s digital duopoly?

  12-05-2017 08:45
  
  Amazon dominates the ecommerce world despite having not made much of an impact in the ad market, but could this be about to change?
  At the moment, Facebook and Google have a clear duopoly of the digital advertising market. The pair’s combined market share is set to hit 49% in 2017, according to eMarketer, while Enders Analysis estimates they accounted for 89% of the growth last year.
  Central to this dominance has been the unstoppable rise of mobile. In North America, for example, Google co
  
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• In the director’s chair: Camille Marotte on shooting anamorphic, digital budgets and being his girlfriend’s photographer

  12-05-2017 08:28
  
  In the second of the director’s chair series, in which The Drum interviews directors on influences, passions and career highlights, Camille Marotte discusses why the best jobs come from asking to shoot anamorphic and how having many skills, including being your girlfriend’s photographer, can influence a director’s style.
  An earlier interview in the series saw Andrew Lang discuss funny moments in an Ikea ad and documentary making. 
  Who or what inspired you to be a Director?
  
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• Mixing energy drinks and alcohol, INSEAD research finds ads influence the effects of cocktails

  12-05-2017 08:26
  
  Energy drink ads touting risk-taking and uninhibited behaviour have been found influential in how young people believe they are intoxicated when they consume it with alcohol, according to new research by Paris-based INSEAD Sobonne University Behavioural Lab .
  The new research findings, based on a trial of 154 young men, have debunked previous studies that suggested mixing energy drinks with alcohol could mask the effects of alcohol, leading consumers to believe they were not drunk.
  The study par
  
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• Havas-Vivendi deal will 'affect perceptions of media agency neutrality'

  12-05-2017 08:10 via campaignlive.co.uk
  
  If the Havas-Vivendi deal goes through, the group's media agency arm will have to make significant effort to convince clients that the agency is not biased towards Vivendi-owned media assets, analysts said.
  
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• Why Coca-Cola takes a marathon approach in the race to innovation

  12-05-2017 08:00
  
  The success of Coca-Cola’s innovation strategy does not rely on the brand always being first in the tech space; instead, it prefers to take a more measured approach, choosing trusted partners over unknown experts, not rushing implementation and continuously reviewing its roster of agencies.
  According to its online communications director, Stanislas Magniant, a “no” from Coca-Cola may not always be a bad thing for a startup or an agency. Instead, it could be a “not now&rdq
  
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• P&G win helps The Trade Desk exceed expectations with revenues of $53m for Q1

  12-05-2017 08:00
  
  The Trade Desk made its latest earnings call this week, reporting a 74% annual increase in revenue, coming in at $53.4m for the three months to March 31, with chief executive officer Jeff Green claiming that a host of clients wins, including Procter & Gamble, meant it exceeded expectations. 
  Other figures highlighted in the filing include: mobile inventory (both in-app and web inventory, plus video) accounting for over a third of gross spend; native ad spend for the quarter surpassing t
  
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• Snap rolls out Max Reach for advertisers in the UK and France

  12-05-2017 07:46 via campaignlive.co.uk
  
  Starting today, advertisers in the UK and France will be able to reach every Snapchat user on a given day.
  
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• Hyundai and Kia Motors ordered to recall 240,000 cars

  12-05-2017 07:30 via campaignlive.co.uk
  
  The South Korean government, acting on a tip-off from an ex-Hyundai employee, has ordered Hyundai and Kia Motors to recall 240,000 cars.
  
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• FCB Mexico creates poignant film for Mother’s Day to address the challenges that working moms face

  12-05-2017 05:05
  
  Mothers who continue to work after they have children often put pressure on themselves to be both great moms and successful professionals, but the latter can become difficult to achieve if a woman’s place of work doesn’t understand or accommodate the unique challenges she now faces as a working parent. 
  That's why Victoria147, a Mexican training, acceleration, and networking platform that focuses on empowering entrepreneurial and executive women, certifies workplaces in gender e
  
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• Glenfiddich launches VR whisky tasting experience for Cask Collection whiskies

  12-05-2017 04:31
  
  Glenfiddich and Purple Creative have launched a virtual reality whisky tasting experience at the travel retail TFWA conference in Singapore for its Cask Collection whiskies.
  The VR experience follows Diageo’s efforts in selling Singleton whisky.
  The Glenfiddich VR experience ‘Glenfiddich Virtual Infinity’ will be interactive and will be available in select airports around the world.
  The VR experience will see users transported to Glenfiddich's Warehouse 8 in Dufftown, Scot
  
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• Taking the goggles off: Joakim Borgström's plans to make BBH Singapore the best agency in the world

  12-05-2017 02:00
  
  A little under six months into his role as Asia Pacific executive creative director of BBH, Joakim (Jab) Borgström already has a high profile account win and a number of hires at the agency under his belt, so it’s no wonder he’s feeling confident.
  It’s a confidence that he hopes the agency absorbs because Borgström has ambitions to take the the creative agency's Singapore-based Asia Pacific hub to the global stage. And he plans to do this with a reputation for re
  
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• Discovery Networks embraces localised short-form content in shift to maker organisation

  12-05-2017 02:00
  
  Discovery Networks Asia Pacific is focusing on localised short-form content as it seeks to transition from a traditional video company into a maker organisation.
  The shift is being driven by the network’s desire to engage young audiences across Asia Pacific, according to Arthur Bastings, president and managing director of Discovery Networks Asia Pacific.
  Bastings told The Drum, the shift was evident in initiatives such as the company’s recent partnership with China’s VS Media.
  
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• IPL's #KingfisherMannequinChallenge helps fan see the lighter side of the players

  12-05-2017 01:30
  
  Internet viral trends integrated with marketing campaigns often make for a good strategy, especially when promoting India's own version of 'Superbowl' - the Indian Premiere league (IPL).  
  Kingfisher, one of the sponsors for IPL, employed  their own version of internet viral sensation Mannequin Challenge , the #KingfisherMannequinChallenge, and engaged all the IPL teams.
  It is a part of the ‘Divided By Teams, United By Kingfisher’ campaign. All the teams are chall
  
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• Hi Mum Said Dad and Oxfam scoop Grand Prix at The Drum Momas

  12-05-2017 01:00
  
  The Drum's Marketing on Mobile Awards (Momas) were held last night (Thursday 11 May) in Emirates Stadium, with mobile product and innovation studio Hi Mum Said Dad scooping the coveted Grand Prix. 
  The London-based firm took home the trophy for its My Oxfam app, which it created for the charity to bring supporters closer to the impact of their giving and in doing so, deliver a window into the lives of beneficiaries.
  The awards were judged by a panel of industry experts includ
  
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