Marketing news

• “Always work on something”: Beyond the Brief featuring Candice Drakeford, Droga5

  19-05-2017 21:57
  
  (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.)
  Agencies ask for a lot from their young creatives: a can’t stop-won’t stop mindset, military-grade work ethic, and an encyclopedic memory for all things pop culture—just a set of the certain skills Droga5 junior art director Candice Drakeford possesses.
  Raised in Woodsbridge, Virginia, Drakeford joined the New York sh
  
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• Can design change the world? Design Week Portland: Part 1

  19-05-2017 21:26
  
  Design Week Portland is not simply a design festival. In its four years, the organization has understood its importance in not only furthering the design conversation, but how the industry and, by extension, the people and thinking can impart meaningful change. 
  A big part of Design Week Portland’s mission is to continually give back. Though it’s focused mainly on the Oregon city and surrounding region, there are universal truths about design that travel all over the globe and i
  
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• NatGeo, OOH trade body launch endangered species campaign

  19-05-2017 21:19
  
  Today (May 19), on Endangered Species Day, the National Geographic Society and members of the Outdoor Advertising Association of America (OAAA), launched an out of home (OOH) campaign driven by user-generated content, featuring a range of animals at risk shared via the hashtag #SaveTogether.
  Organized by the OAAA, the extensive campaign involves digital billboards across Times Square and other major US cities today. It will continue throughout the summer across a range of billboards and other OO
  
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• New York City being transformed into Paris for ‘Roland-Garros in the City’ campaign

  19-05-2017 20:52
  
  New York City will soon get a decidedly French flair, becoming the City of Light this June when ‘Roland-Garros in the City’ arrives in time for the famed French Open finals, June 9-11. The campaign, created by the French Tennis Federation (Federation Française de Tennis - FFT), organizers of the world’s premier clay court event, Roland-Garros (known as The French Open) will capture the excitement of the French Open with the live transmission of the matches of the me
  
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• GE Appliances campaign brings ‘good things, for life’

  19-05-2017 19:30
  
  GE Appliances, a year after it was acquired by Qingdao Haier (aka Haier), is rolling out its first significant branding efforts, including a new product tagline, ‘good things, for life’, and a new national ad campaign that features humorous ways to make life easier using its appliances’ connected capabilities. A nod to the company’s past (‘GE brings good things to life') and a look toward the future, the ‘good things, for life’ tagline will appear i
  
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• Facebook follows Twitter, Amazon, expands live sports coverage after MLB deal

  19-05-2017 18:37
  
  Facebook has added to its live sports streaming portfolio after partnering with Major League Baseball (MLB).
  The deal will see Facebook broadcast 20 live games on Friday nights throughout the season to users within the US.
  Rather than shooting its own broadcast of the games, Facebook’s coverage will instead be simulcasts of the feeds provided by participating team’s local broadcast partner.
  Dan Reed, Facebook's head of global sports partnerships, said the deal had the potential to sp
  
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• Sign up to our webinar on how to nail Instagram marketing with organic strategies

  19-05-2017 18:17
  
  The modern customer journey is complex. So it is important to focus on the key moments that can help inspire people to buy your product or service. Social is no longer just about conversation and content; it’s now an established channel for customer acquisition, retargeting and engaging existing customers to support retention programmes. Join Sarah Cunningham, head of demand generation at AdRoll EMEA, as she dives into the new world of Instagram marketing and highlights brands that are na
  
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• Are brands right to axe ads after a social media backlash?

  19-05-2017 18:09
  
  From FMCG and retail to travel and luxury, brands across every sector of the consumer landscape are communicating their social purpose in a bid to connect with customers.
  In order to resonate, the message must feel authentically connected to the brand’s values. Miss the mark, and as recent high profile casualties suggest, today’s savvy consumers are more than happy to use their voice on social media to punish a brand that let them down.
  McDonald’s was in the firi
  
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• Cart abandonment reaches 75.6% across six sectors in 2017 finds SaleCycle remarketing report

  19-05-2017 18:02
  
  The outcome of a market research investigated by SaleCycle, a behavioural marketing company, reveals there has been a 75.6% cart abandonment rate for retail, fashion, travel, gaming, finance and non-profit sectors, over the first quarter of 2017. 
  Based on averages across 500 leading global brands, the results display the quarterly highlights of desktop versus mobile and how to reduce cart abandonment rates for the latter. 
  The following infographic illustrates the
  
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• Medium adds value to subscriptions with article audio recordings

  19-05-2017 17:57
  
  Online publishing platform Medium is bolstering its paid subscriptions  by making available audio recordings of the best performing stories on the site.
  It a push for relevance and to attract users to its paywall, the company is adding features in a “push for a new model where contributors are rewarded based on value rather than clicks".
  The company claims that some of the top pieces of content will be “professionally recorded” by a real person, side-stepping the artificia
  
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• Business on the Move: Subway, Malvern Group, AkzoNobel and more

  19-05-2017 17:29
  
  Subway Restaurants has appointed J. Walter Thompson Sydney as its AUNZ agency of record, following a competitive pitch.
  The appointment will see J. Walter Thompson Sydney execute the full breadth of Subway’s communications, from strategy and brand evaluation, through to creative positioning, digital engagement, plus Social and CRM.
  Malvern Group, the owner of the LateRooms and SuperBreak travel brands, has awarded a contract to advertising agency The Corner to develop and launch new campai
  
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• Four challenges Heineken needs to overcome to make its non-alcoholic beer a success

  19-05-2017 17:01
  
  Heineken is the second biggest beer company in the world, behind just AB InBev. But it has designs on being the biggest. And to get it that it has a surprising strategy – to make non-alcoholic beer a mainstream drink.
  And so this week Heineken has launched ‘Heineken 0.0’. As the name suggests it has no alcohol, just 69 calories per bottle and is available in 14 markets. Apart from that, the only discernible difference from the bottles is that Heineken has changed the colour of
  
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• Fruitful changes at the top for Hull-based creative marketing agency Strawberry

  19-05-2017 17:00
  
  Hull-based creative marketing agency, Strawberry, has announced its founder, Jonathan Leafe, will be taking up the post of chairman from May 2017. His role of managing director is to be filled by current directors, James Greenwood and Dominic Love, who will both share the position.
  At the same time, Peter Gamble joins the senior management team as client services director. Peter, who is originally from Hull, returns to his roots after working at agencies in Leeds and Manchester, including long t
  
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• People on the move featuring Anomaly, Oliver, Stink and more

  19-05-2017 16:58
  
  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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  The Moment 
  The Moment has hired Matt Cole, formerly of Omnicom Media Group UK’s content agency Drum, as its new creative director.
  Cole joins The Moment after three years as creative director at Drum where he oversaw the RNLI 'Respect the Water' campaign which recently won
  
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• Telling your AI from your I

  19-05-2017 16:48
  
  Artificial Intelligence (AI) is one of the hottest topics right now across a range of industries. The trouble with a hot topic is that it’s often accompanied by a lot of hot air. We look at the current state of Artificial Intelligence; specifically, what it is, how it’s being used by marketers to impact customer experience and where it’s going.
  What is AI?
  As conversations around AI continue to grow, so do the links it has to automation and algorithms. The important distinction
  
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• Profile Hub Round-up: Getting ROI from VR, content strategy tips and new work from Samsung and Jaguar Land Rover

  19-05-2017 16:23
  
  The Drum loves great content and our Profile Hub enables agencies to self-publish their own news, insights, campaigns and case studies on The Drum website to build profile with our audiences. In this week’s Profile Hub Round-up we look at which brands are already getting ROI from virtual reality and what makes a great content strategy, while Iris and Foxtrot Papa reveal new creative work for Samsung and Jaguar Land Rover.
  Iris: Samsung X Royal Blood by Iris 
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  When
  
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• Media360 audience crowns radio the king of media

  19-05-2017 16:03 via campaignlive.co.uk
  
  In an incredibly tight contest, radio pipped TV to be named the channel most capable of building and amplifying brand fame in the final session of Media360.
  
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• Grandesign Media acquires SXSW, CES and Comic-Con organiser Hadley Media

  19-05-2017 15:52
  
  Experiential marketing group Grandesign Media has acquired Hadley Media, the company that delivers events such as Comic Con, SXSW, VidCon and CES.
  The agency claims its clout in the entertainment industry has been bolstered by the acquisition, absorbing Hadley's clients as well as entering the driving seat on leading events.
  Patrick Hadley, the founder and former chief executive of Hadley Media will now be Grandesign's executive vice president of sales and strategy. Commenting on the deal,
  
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• To tackle uncertainty worry about the important things - people and the planet

  19-05-2017 15:47 via campaignlive.co.uk
  
  Talking incessantly about the tech arms race and the survival of the creative industries may become a self-fulfilling prophecy, Vizeum's UK managing director has warned.
  
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• Space and Time Media appoints Dan Hughes to head of programmatic

  19-05-2017 15:45
  
  Space and Time Media has appointed Dan Hughes as the new head of programmatic to enhance the agency’s offering.
  In this newly created role, Hughes will oversee the operations of the agency’s programmatic trade desk while ensuring that a robust strategy for the proper use of this technology is employed across Space and Time’s regional offices, new business proposition and ongoing client relationships.
  Hughes has extensive experience in the programmatic space, with
  
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• Huntington, Ralston-Good and Leonard trade theories on marrying art and science in advertising

  19-05-2017 15:36 via campaignlive.co.uk
  
  Science has enormous potential for advertising, but at what point does it detract from human intelligence and insight?
  
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• Enough with the funny business – here’s what media transparency actually looks like!

  19-05-2017 15:31
  
  It’s not agencies hiding rebates, it’s not an opaque digital media supply chain, it’s not contracts filled with euphemisms for undisclosed fees, it’s not withheld data, it’s certainly not something you’re likely to find in programmatic.
  Marketers know what transparency is not, but do they know what it actually is? Are they capable of identifying it in their partners? Do they know how to cultivate it? Do they really know what they’re looking for?
  Beyond I
  
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• The secret to innovative office minds is working beyond client projects

  19-05-2017 14:58
  
  Whether you’re a small or mid-sized agency, the ability for your team to work beyond job specs when the need arises makes for a more fluid, dynamic everyday work environment. Opportunities to contribute outside of our traditional roles offer a greater variety of viewpoints, and often unearth unexpected gems. If you want to create work you’ve never done, arm yourself with diverse opinions.
  It’s creativity that exists beyond the creative department and great ideas can come from a
  
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• McDonald’s, Unilever and Virgin Trains: 5 things that mattered this week and why

  19-05-2017 14:08
  
  McDonald’s follows Pepsi’s lead to become the latest tone-deaf brand
  The latest brand looking to dethrone Pepsi as tone-deaf champion appears to be McDonald’s, with the fast food giant landing itself in hot water this week.
  Using death to sell a Filet-O-Fish was always going to be a bit of an ask and – following more than 100 complaints to the ASA – McDonald’s was forced to remove the controversial TV ad from all of its media channels.
  The
  
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• Join the Drum to go beyond the hype of DMP

  19-05-2017 13:45
  
  The Drum, in association with marketing technology company Mapp, will be hosting a breakfast event on how Data Management Platforms (DMPs) can transform marketing and advertising.
  The event, to be held on 15 June, will explore how by centralising all of a company’s first and third-party data through one platform – brands can achieve the holy grail of ultimate and multi-channel customer engagement.
  According to an AdExchanger article, 41% of 301 senior ad and marketing executives
  
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• Data debate: the great CRM pub quiz

  19-05-2017 13:11
  
  We’re swamped with data these days. But is it doing us any favours? Is marketing intelligence becoming more stupid than smart? Do we embrace new channels for the sake of it? Or are too many marketers stuck in a traditional CRM rut?
  We set out to answer these questions and more by turning on our thought leadership event, The Tap, at Clerkenwell’s The Crown Tavern.
  Jamie Allan, Intermarketing’s group managing partner, played the role of quiz master. Answering the all important qu
  
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• A blurring of the lines: how football clubs like Manchester United are evolving into media owners

  19-05-2017 13:07
  
  Manchester United's focus on developing its MUTV channel reflects the changing economics of top flight sport and the increased importance of direct revenues and audience data from OTT sports content
  Speaking to investors in a Q3 earnings call earlier this week the club's executive vice-chairman Ed Woodward said it planned to “aggressively market” its in-house MUTV app and other owned platforms with both above and below-the-line advertising.
  The move is part of a systemic sh
  
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• Chatbots, an emerging home for the money conversation, come under Just Eat’s gaze

  19-05-2017 13:00
  
  After so many false dawns, the much-vaunted prospect of social commerce is fast-becoming a reality for Just Eat due to its refusal to let the sales potential of chatbots be misguided by the novelty of owning one.
  More than 15,000 people have used the takeaway service’s Facebook Messenger chatbot since it launched last September and four in ten then go on to make a purchase. Not a bad conversion rate for a product that managed to thrive where 70% of those have floundered. Much of this early
  
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• General Motors' India departure will 'limit' Manchester United's jersey deal engagement

  19-05-2017 12:45
  
  Post demonetisation, the sales ride has been quite a bumpy one for passenger vehicle buyers. General Motors, after ceasing its Halol plant (in Gujarat) in April, is now set to bid farewell to the Indian market. The reason being poor sales.
  In a press release Stefan Jacoby, executive vice president and president of GM International, said: “We explored many options, but determined the increased investment originally planned for India would not deliver the returns of other significant global
  
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• Tories vow to repeal contentious press regulation law and scrap Leveson 'Part Two', Hacked Off responds

  19-05-2017 12:33
  
  The Conservatives have vowed to repeal a controversial law that would force publishers to bear the brunt of legal costs when sued even if they won the case, while also planning to scrap a second public enquiry into the culture, practices and ethics of the press.
  The promises outlined in the Conservative manifesto will be welcomed by newspapers who have rallied against Section 40 of the Crime and Courts Act 2013, a law that was drawn up following the Leveson inquiry.
  The law would force newspaper
  
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• Diageo CMO on successful partnerships and moving into non-alcoholic drinks

  19-05-2017 11:14 via campaignlive.co.uk
  
  Established businesses are increasingly seeing the value in partnering with entrepreneurs - and observing a few key principles can maximise the chance of a win-win outcome, Diageo's chief marketing and innovation officer has said.
  
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• Becoming Superman: How to increase your profit in six steps (step three)

  19-05-2017 11:00
  
  Peter Czapp, director at proactive accountancy company, The Wow Company discusses what it takes to build a super-profitable agency in six steps, by sharing unique insights into how to increase the profit you make every day. Following on from step two, The Big Cs, here Peter discusses the third step to success - 'Live on a Cloud'.
  Integrating all your business processes with cloud-based technology means that you no longer need to be “living on a prayer.” Integrating the right tec
  
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• Donald Trump hogs headlines for all the wrong reasons with slew of negative stories

  19-05-2017 10:40
  
  Donald Trump has extended his media dominance from the campaign trail and into office, although largely for all the wrong reasons, after a new study showed the unpredictable president was a staple feature of the media landscape during his first months in power.
  A report commissioned by Harvard University’s Shorenstein Center on Media, Politics and Public Policy found that Trump accounted for 41% of stories amongst US and European print and broadcast channels, three times the level of expos
  
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• Creativity and artistry is about breaking the rules, says BBC's Will Gompertz

  19-05-2017 10:37 via campaignlive.co.uk
  
  There is no machine on the planet that can do what every one of us in this room can do. Step out of time and place, think of an idea and realise it, according to the BBC's art editor Will Gompertz.
  
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• Liverpool player crushed by unidentified lizard foot in off-the-wall Nivea campaign

  19-05-2017 10:09
  
  Liverpool FC stars James Milner and Steven Gerrard have put skin in the game with a new Nivea advert, in which Milner comes to grief underneath the scaly toes of a dinosaur foot.
  The monster campaign was conceived by the cosmetics brand as part of a push to identify the ‘vainest’ player at Anfield, Liverpool’s main stomping ground.
  Commenting on his first acting foray Milner remarked: “I gave it my best but I think the other lads are probably more natural actors than me!&
  
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• Accenture plans Asia Pacific expansion for new acquisition The Monkeys

  19-05-2017 09:45
  
  Accenture plans to expand The Monkeys brand across the Asia Pacific region, following its recent acquisition of the creative agency.  
  Michael Buckley, head of Accenture Interactive Australia and New Zealand, told The Drum, the Sydney-based agency will open a Melbourne office within the next six months, with a New Zealand office to follow.
  “We have plans to grow the Monkeys in Asia Pacific, “Buckley said. “As demand grows we’ll continue to expand.”
  The Monkeys
  
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• Instagram leading social media ‘mental health crisis’ amongst young people

  19-05-2017 09:36
  
  Image sharing website Instagram has beaten YouTube, Snapchat, Facebook and Twitter all of its social media compatriots in one unwanted category after it was named as the ‘worst for young mental health’ in a new poll.
  Overseen by The Royal Society for Public Health the study saw 1,479 young people aged between 14-24 quizzed on which sites had engendered the most negative effect on the health and well-being of their users, scoring each on a range of categories such as anxiety, depressi
  
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• Ad legend Trevor Beattie on London’s ad scene: London work seems to all be weepy adolescent girls singing

  19-05-2017 09:17
  
  BMB co-founder Trevor Beattie has lauded the work taking place across the UK outside of the M25 while offering his stinging point of view on the creative work currently being put out by his London contemporaries.
  Beattie, who is viewed as the man to have devised the legendary ‘Hello Boys’ campaign for Wonderbra in the 90s as well as the FCUK brand, is a longtime champion of the British regions, especially his home city of Birmingham.
  Speaking to The Drum having chaired this years The
  
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• Jack Daniel's and Spotify on why data’s role in music marketing will always be small

  19-05-2017 08:04
  
  Marketers from Jack Daniel's and Spotify have agreed on a point that many might expect them to differ – that the role data plays in music marketing should be limited.
  Jack Daniel's has worked hard to establish itself as a whiskey brand for music fans. Be it through partnerships with emerging artists, putting on gigs, or simply the soundtracks for its advertising – it has infiltrated almost every part of its marketing.
  Despite the vast array of data which can tell the brand what track
  
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• EU fines Facebook £49m for providing 'misleading information' when it bought WhatsApp

  19-05-2017 08:01 via campaignlive.co.uk
  
  The European Commission has fined Facebook €110m (£94m) for filing "misleading information" during its acquisition of WhatsApp three years ago.
  
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• Marketers warned against placing too much trust in algorithms

  19-05-2017 07:52 via campaignlive.co.uk
  
  An over-reliance on data in programmatic advertising is leading marketers astray, brands were warned during a cross-industry panel of senior media owners.
  
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• Five biggest announcements from Google I/O for the industry

  19-05-2017 07:19 via campaignlive.co.uk
  
  This is what Campaign thinks the industry will be talking about the most from Google's annual developer conference.
  
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• Nestlé's Pollack: Brands should pay a premium for quality not safety

  19-05-2017 06:55 via campaignlive.co.uk
  
  Brands should acknowledge that with digital media, like any other media, quality inventory comes at a cost, Nestlé's head of media communications for UK and Ireland, Steve Pollack told Media360.
  
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• Detroit’s ‘manbassadors’: Execs from Doner and Campbell Ewald discuss their efforts to champion women

  19-05-2017 05:32
  
  To kick off the 3% Conference in Detroit, founder Kat Gordon opened with a story about her firsthand experience witnessing gender discrimination during a pitch for an automotive brand. 
  While working as a copywriter at Hal Riney in the ‘90s, Gordon said she was dismayed when she realized that 16 of the 17-person team pitching for the Saab account were men. (The lone woman was Bonnie Wan, who is now director of brand strategy and partner at GS&P). 
  “I remember thinking t
  
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• Alibaba revenues continue to grow in Q1 as monthly users reach 507 million

  19-05-2017 05:18
  
  Alibaba has posted another strong quarter of growth with total revenues up 60% to RMB 38.6bn ($5.6 bn) as its customer base reached half a billion people.
  The ecommerce giant’s first quarter results revealed revenues from Alibaba’s core commerce business, which includes the Taobao and Tmall marketplaces, increased 47% year-on-year to RMB 31.6bn ($4.6bn).
  Alibaba’s investments in new business areas, such as entertainment, digital media and cloud computing, appear to be paying of
  
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• Philips and iris launches #StandForTradition campaign for Hari Raya

  19-05-2017 04:48
  
  Philips Malaysia and iris have launched #StandForTradition campaign to promote Philips' all-in-one cooker in celebration of the upcoming Hari Raya.
  The campaign is based on the insight that the younger generation are increasingly losing touch with tradition when it comes to cooking, especially when festive dishes take a long time to prepare and cook. The videos are centred around two senior folks, a Mak Cik and Pak Cik (Malay for older lady and man) who admonish the younger generation to #Stand
  
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