Marketing news

• The magician: Beyond the Brief featuring Dan LaCivita, Firstborn

  23-05-2017 23:51
  
  Some will call staying at one agency for over 13 years magic. Some will call it a sign of endurance. But to Firstborn CEO Dan LaCivita, it’s a little bit of both and a whole lot more.
  The Boston University alum started his tenure with the digital shop back in 2004 as a Flash developer. As the digital age took flight, so did Firstborn — and so did LaCivita. From producer to executive director, he helped establish the agency’s in-house content studio. Then, as president and later
  
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• Channel 4 launches annual £1m giveaway

  23-05-2017 22:57 via campaignlive.co.uk
  
  Channel 4 is to introduce a new annual competition offering up £1m airtime to the best ad campaign idea featuring disability, after the success of its Superhumans Wanted giveaway last year.
  
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• Animoto named a Facebook marketing partner, will foster video production for US small businesses

  23-05-2017 22:54
  
  Facebook and the US Small Business Administration (SBA) are teaming up with online video company Animoto, who today announced partnerships that will enable small and medium sized businesses to better communicate their business by video on social media.
  Animoto has joined the Facebook Marketing Partner Program, designed to enable businesses to connect with a select group of marketing companies, while the SBA's Small Business Technology Coalition will provide small businesses with technology
  
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• Here’s how to bring on the bots – and make consumers forget they aren’t human

  23-05-2017 22:35
  
  Even though research and advisory firm Gartner says 30% of web browsing will be screenless by 2020, Purna Virji, senior Bing Ads PPC training manager, told marketers at the Inbounder on Monday (May 22) not to panic.
  Pointing to a Cortana video in which women plan a 30th birthday party in Las Vegas without any landing pages and instead rely on digital assistants to do the heavy lifting, Virji noted this is where consumers are headed, but she also reassured the Inbounder audience while there will
  
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• News Corp's new technology chief seeks to learn from big platforms and social sites while seeking new frontiers

  23-05-2017 22:05
  
  While the presidency of Donald Trump has been a boon for publications like the Wall Street Journal – the era of “fake news” has left some advertisers and publishers cooling towards Facebook and Google as a platform for brands, notes News Corp's new global technology chief Marc Frons. While Frons wants NewsCorp to learn from big tech platforms, and keep its brands publishing through social sites – the deal has to stack up.
  
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• ‘It sends such a strong message’: Madonna Badger says Cannes gender bias ban is huge step for industry

  23-05-2017 21:44
  
  Madonna Badgers, chief creative officer of Badger & Winters and founder of the #WomenNotObjects initiative, thinks that the Cannes Lions International Festival of Creativity’s decision to prohibit work that objectifies women is “huge for our industry.” 
  Cannes set the new rules for jurors largely in response to a petition that Badgers created last year after the 2016 festival. After seeing work like AlmapBBDO’s campaign for aspirin, Badgers called on the event&rs
  
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• Influencer site #Hashoff partners with Kinetic Social as influencer marketing continues to evolve

  23-05-2017 21:10
  
  As influencer marketing is rapidly becoming a key channel for brands across the social media spectrum, influencer marketer #Hashoff announced today a new partnership with social marketer Kinetic Social to include direct access to #Hashoff’s network of more than 150,000 influencers across platforms.
  The collaboration means that #Hashoff will provide the technology and expertise needed to enable Kinetic Social to identify and activate the audiences that matter most to their clients
  
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• Evian marketer on why it's ditching TV for Snapchat as 'Live Young' babies return for latest campaign

  23-05-2017 20:30
  
  Evian’s Live Young babies are back, but this time they’ll be bouncing through Snapchat, digital and out-of-home rather than TV screens.
  Rolling out in the US, UK, France, Germany, Benelux and Switzerland, the global Oversized campaign wants to get consumers viewing the world through the eyes of a baby. As such, Evian and long-term agency BETC are prizing the immersive above the passive; launching a Snapchat lens and filter and hosting activatio
  
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• Beeswax CEO Ari Paparo eyes EU expansion, counters claims of 'the adpocalypse'

  23-05-2017 20:00
  
  Adtech veteran Ari Paparo, Beeswax chief executive officer, is poised to ramp up his European operations with the expansion of his UK team to better service clients across Europe. 
  Having served as vice president of the DoubleClick team that sold to Google for $3.1bn in 2007, and having also held senior roles at AppNexus, plus BazaarVoice and Nielsen, Paparo needs little introduction to many in adtech. 
  Speaking with The Drum ahead of his IAB Interact appearance this week, he shared hi
  
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• Marketers must learn to hack people instead of algorithms

  23-05-2017 19:58
  
  The onslaught of data and machine learning will potentially reveal some uncomfortable truths about consumers – and this will have profound consequences for brands and marketers.
  That was according to Lexi Mills, managing director at Marquis Communications and consulting vice president for digital marketing collective Manyminds North America, who spoke Monday (May 22) at the Inbounder in New York.
  The technology we use is creating epic amounts of data – to the tune of 2.5bn gigabytes
  
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• Search results, not business websites, shape 70% of a company's digital footprint

  23-05-2017 19:49
  
  As B2B and B2C companies and organizations tend to rely on their websites to shape their public images or tell their stories, a new report revealed the first ten search results on Google or other search engines present the most immediate and lasting impression. 
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  A recent poll conducted by marketing firm Lumentus, which included 800 adults who earn $100,000 or more per year, found fewer than 5% rely on an organization's website alone and 90% use Google when initiating researc
  
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• Are you a woman or non-white creative? Airbnb wants to meet you at Cannes

  23-05-2017 19:36 via campaignlive.com
  
  The brand is on a mission to expand the diversity of its creative team.
  
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• Remembering Roger Moore's history as the suave and silly marksman of advertising

  23-05-2017 18:00
  
  Actor Sir Roger Moore, has died at the age of 89, leaving behind a legacy as arguably the definitive James Bond, and inarguably, the definitive British gentleman.
  The Englishman, having held a leading role in seven iconic James Bond films through the seventies and eighties after Sean Connery’s formative stint, devoted much of his time to Unicef as a goodwill ambassador in his twilight years. He broke into the industry after starring roles in TV dramas the Saint and The Persu
  
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• xAd promises viewability rates of '70% or more' as it expands third party verification tie-ups

  23-05-2017 17:52
  
  Mobile adtech company xAd has expanded its partnerships with Media Rating Council (MRC) accredited organizations including DoubleVerify, Integral Ad Science (IAS), Pixalate, and Moat, in hopes it will assuage growing concerns around viewability, ad fraud, and brand safety in mobile advertising.
  The company claims that it can now guarantee viewability rates of "70% or more" for clients who run a campaign with any of its four MRC-accredited partners.
  While the majority of the world’s la
  
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• Marketers returning to commission-based pay models for agencies

  23-05-2017 17:20
  
  Marketers are moving away from using fee and incentive-based agency models in favour of compensation models as they look to “simplify” the relationship with their agencies and ensure they are getting the best value for money, according to a new report.
  The research, by the US advertising association the Association of National Advertisers (ANA), says brands are becoming more aware of their agency compensation packages. It found that the involvement of senior management in agency nego
  
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• Candy Crush Saga owner reappoints WCRS for global creative

  23-05-2017 17:14 via campaignlive.co.uk
  
  King has retained WCRS as its global creative agency following its sale to gaming giant Activision.
  
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• Save the Children unveils donation button prototype to counteract direct debit dropouts

  23-05-2017 17:06
  
  Save the Children is echoing Amazon’s Dash buttons by producing a physical button that makes it easier for consumers to regularly donate to the charity in a frictionless manner.
  Iris Nursery, the agency's tech incubator, made use of its modern payment tech, building upon a scheme it had previously rolled out for Domino’s back in 2015, to deliver the new proposition for the charity.
  Sarah Fitzgerald O’Connor, senior innovation manager at Save the Children, said that Direct Debit
  
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• Droga5 introduces 'MailChimp vs The Black Hole'

  23-05-2017 17:00
  
  Following up its surreal ‘Did You Mean MailChimp?’ campaign, Droga5 now introduces a new, product-focused campaign highlighting three of the most important ways MailChimp can help small-business owners build their brand and sell more stuff: marketing automations, finding new customers on Facebook and Instagram, and better ROI reporting.
  ‘MailChimp vs The Black Hole’ is an online video campaign making a metaphor out of every small-business owner’s enemy – the a
  
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• Snapchat to broadcast Late Late Show offshoot starring James Corden for CBS

  23-05-2017 16:55
  
  Much has been said of Snapchat's TV ambitions, and now the app has inked a deal with CBS to host an offshoot of James Corden's The Late Late Show. 
  The TV-style short-form series will be called James Corden’s Next James Corden and will be broadcast on Snapchat's Discover platform for publishers. 
  Along with the announcement, Snap has unveiled a slew of other exclusive media partnerships. First up, it is pairing up with NBC to develop the first daily news show for S
  
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• Entrepreneur Magazine's editor on why the publication is broadening its focus

  23-05-2017 16:13
  
  Entrepreneur Magazine no longer wants to be the "nuts-and-bolts," small-business publication it was before Jason Feifer became editor-in-chief, and so the title is broadening its focus. 
  “Everybody now talks about being an entrepreneur because you can apply the mindset of an entrepreneur to almost anything that you do,” Feifer says, adding: "Entrepreneurs today don’t have to be the head of a company as everything is entrepreneurial now."
  Speaking during an interview with B
  
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• Co-op promotes 100% British meat pledge in £10m brand campaign

  23-05-2017 15:51 via campaignlive.co.uk
  
  Co-op's new £10m brand campaign is centred on a pledge to switch all of its own brand fresh meat to British produce.
  
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• Eureka! sparks bright ideas with Spinning Clock to celebrate 25th anniversary

  23-05-2017 15:28
  
  Eureka! The National Children’s Museum has appointed Spinning Clock to promote their 25th anniversary and design a digital solution, collecting visitors’ stories celebrating interactive education.
  Eureka! is the only children’s museum in the UK, with learning and play at the heart of their mission. After 25 years of educating and providing interactive engaging days out for families, Eureka! will be holding an anniversary event co-ordinated by Spinning Clock. 25 new ambassadors
  
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• Campaign TV: behind the scenes of Kelly's of Cornwall's new campaign

  23-05-2017 15:20 via campaignlive.co.uk
  
  The ice-cream brand partner up with Isobel once again after the tremendous success of last year's TV ad revolving around the Cornish language.
  
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• How to brand a thriller: an open and shut case for 13th Street

  23-05-2017 15:15
  
  In the crime and thriller genre the plot is almost always focused on fast action, danger and high stakes. The main characters are always facing impending doom, usually with their lives on the line. The timeless story beats of suspense and tension keep the audience hooked on what is going to happen next.
  But when The Drum Network met Charlie Mawer, executive creative director at Red Bee, to talk about how they approached branding one of Europe’s most loved thriller TV channels, 13th Street,
  
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• P&G consolidates UK media account into Publicis Media

  23-05-2017 15:10 via campaignlive.co.uk
  
  Publicis Media Group has retained Procter & Gamble's £210m UK media account, expanding its remit to include all media planning, scheduling and buying.
  
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• Snapchat opens the door to collaboration with multi-user Stories

  23-05-2017 15:00
  
  Just weeks after dialing back on its trademark ephemerality, Snapchat has made another update to its Stories platform. The app will now allow users to stitch together their own videos and photos with that of their friends to create collaborative custom Stories.
  Where other social networks, like Snap’s rival Instagram, are often touted as platforms where users cultivate or engage with communities in quite a public way, Snapchat has prided itself on providing what it sees as a more authentic
  
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• Google turns to AI in bid to move on from last-click attribution

  23-05-2017 15:00
  
  Attribution remains one of the more difficult areas of advertising. As Andrew Willshire, founder of analytics company Diametrical, recently wrote for Marketing Week, it nearly always excludes inconvenient data or pointlessly analyses events a marketer can’t influence. Last-click attribution is the model that has dominated the internet, in part because it’s easiest to measure, but it has any number of shortcomings.
  READ MORE: Attribution is broken, here’s how to fix it
  Now Googl
  
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• Google turns to AI as it looks to improve attribution

  23-05-2017 15:00
  
  Attribution remains one of the more difficult areas of advertising. As Andrew Willshire, founder of analytics company Diametrical, recently wrote for Marketing Week, it nearly always excludes inconvenient data or pointlessly analyses events a marketer can’t influence. Last-click attribution is the model that has dominated the internet, in part because it’s easiest to measure, but it has any number of shortcomings.
  READ MORE: Attribution is broken, here’s how to fix it
  Now Googl
  
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• Google to launch a host of new features including attribution, location extensions and machine learning for marketers

  23-05-2017 15:00
  
  Google is launching a whole host of features for marketers such as attribution modelling, location extensions for YouTube ads and more.
  In a blog post before the Google Marketing Next event, Sridhar Ramaswamy, senior vice president, advertising & commerce, Google, unveiled the new features awaiting marketers. This follows the efforts by the search giant to shore up brand safety concerns.
  Google will be launching a new product, Google Attribution, to help marketers measure the impact of marke
  
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• Booze ads featuring internet memes banned for trivialising alcoholism

  23-05-2017 13:48 via campaignlive.co.uk
  
  Drink Doctor, which bills itself as "Manchester's cheapest late night alcoholic beverage delivery service", has been rapped by the ads watchdog over four Facebook posts that presented drinking irresponsibly.
  
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• Kelly's of Cornwall celebrates Cornish dialect in Dawn French-fronted campaign

  23-05-2017 13:20
  
  Ice-cream maker Kelly's of Cornwall is once again returning to its roots, with its latest ads giving viewers a lesson in Cornish to help the brand build upon the success of its 2016 campaign. 
  Created by incumbent agency Isobel, the company is promoting its parlour range of take-home ice-cream with a series of four 20-second films teaching viewers colloquialisms from the the Cornish coast.
  The 'School of Cornish' drive showcases some of the area's most picturesque landscapes and i
  
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• Game taps Strive Sponsorship to drive eSports strategy and open the space to brands

  23-05-2017 13:19
  
  ESports is too big to be ignored by UK video game retailer Game, so in acknowledgement of this, it has teamed up with entertainment consultancy Strive Sponsorship to tap into its eSports expertise.
  Game’s owner Multiplay already runs gaming festivals, so the retailer will be adapted to integrate itself, and partner brands with these activities and the wider sector.
  Strive will mentor Game and Multiplay in delivering a return on eSports activities, both for games publishers and the sponsors
  
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• Trust in social media and written press falters across Europe during fake news crisis

  23-05-2017 12:41
  
  Levels of trust in traditional media are increasing across Europe as the public increasingly questions the veracity of what they see and read online during times of mass political change.
  According to a new EBU study, Trust in Media 2017, which includes results from around 1,000 interviews in 33 countries across Europe, broadcast media remains the most trusted media throughout Europe. Broadcasters including the BBC and Channel 4 in the UK have launched fact-checking divisions this year in order
  
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• Sony Music promotes Shakira’s El Dorado with location-based unlocks across the globe

  23-05-2017 12:41
  
  Sony Music US Latin is working with Landmrk, a company that handles location-based, digital initiatives, to mobilise musician Shakira’s global fanbase with the incentive of unlocking 'treasure' telling the story behind the music.
  Fans are put on ‘The Search For El Dorado’, an initiative in which they are guided to 890 hotspots (or landmarks) across 99 countries, baited with the promise of unlocking new El Dorado content and experiences.
  The album, which comes out 26 May, m
  
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• The new dark art that has mad men on the run

  23-05-2017 11:49
  
  Mad Men are on the run as advertising loses its sovereignty in the dark arts of media manipulation. Time to make way for the Maths Masters in today’s battle for minds.
  A new form of dark art is being performed by kings of the algorithm, and these young pretenders wield far more power than any advertiser alone.
  These are the people who can rig our online systems to sway the mood of countries and cause revolutions. Many argue it was social media manipulation that drove home Brexit and instal
  
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• Aviva, Barclays, Boots and Co-op among big brands supporting older worker initiative

  23-05-2017 11:33
  
  A new initiative geared toward encouraging British businesses to employ more people aged 50 and above has won high-powered support with brands such as Aviva, Barclays, Boots and the Co-op all committing to do more.
  In a joint announcement, the firms committed to increasing the proportion of their total workforce drawn from this older cohort by 12% by 2022, in addition to publishing regular updates to allow people to gauge how well they are progressing toward these goals.
  Such moves aren’t
  
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• PayPal wants Pandora to pay up for its problematic P logo

  23-05-2017 11:31
  
  Online payments company PayPal has filed a lawsuit claiming online radio service Pandora’s Sans Serif P logo is “unlawfully similar” to its own, a move that spells trouble for the brand’s new look.
  Back in October 2016, Pandora released its new branding, a somewhat familiar blue P that went on to overlay its following creative in a visual manner, some 31 colours and numerous designs. The work was created in-house.
  The PayPal logo on the other hand was unveiled in 201
  
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• Google uses AI to offer free cross-channel, multi-platform attribution tools on analytics

  23-05-2017 11:14 via campaignlive.co.uk
  
  Google has launched a new product that it claims will measure the impact of marketing across devices and channels.
  
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• Which? appoints Grey to position it as a campaigning force for consumers

  23-05-2017 11:05 via campaignlive.co.uk
  
  Which? has appointed Grey London as it looks to become a stronger campaigning force for consumers.
  
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• Twitter plumps for experience with appointment of Todd Swidler as head of live video

  23-05-2017 11:00
  
  Twitter has reinforced its play for the live video market with the appointment of Todd Swidler, former head of social gaming specialist ESC Games and head of video at Bloomberg, to lead its own live video push.
  In plumping for experience the micro blogging platform will be hoping to fast track its own efforts to corner the lucrative live video market, led by COO Anthony Noto who has long pushed the case for live video within Twitter.
  That push came to fruition last year when Twitter began stream
  
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• Experian appoints ROAST as SEO agency to target new markets

  23-05-2017 10:55
  
  In its hunt for an SEO specialist, following the unveiling of a major expansion of their product portfolio, Experian have appointed digital agency ROAST as natural search expertise.
  ROAST will help the information services company increase its organic rankings, drive qualified traffic and modify the website to cater for a more diverse audience.
  Louise Nickson, marketing director at Experian Consumer Services, said of the appointment: “A vital part of our marketing strategy i
  
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• UK Top Shazamed Ads: Lloyds and Virgin Media lands back in the chart

  23-05-2017 10:54
  
  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 no new entries to the chart. However, Virgin Media and Lloyd's each managed to make their way back after dropping out over the last month. 
  The Lloyds ad has returned to the chart after dropping out last week, despite sitting at the top of the chart for four weeks. The one minute short sees the brand's iconic black horse galloping through sn
  
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• Three trades purple Muppet for 'giraffe-amingo' in new brand campaign

  23-05-2017 10:54 via campaignlive.co.uk
  
  Three has dropped its purple Muppet mascot in favour of an animal hybrid in a new campaign promoting the network's free roaming feature.
  
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• EasyJet CEO Carolyn McCall urges marketers to stop ‘over-using’ the term innovation

  23-05-2017 10:51
  
  Innovation is a “very over-used” word according to EasyJet CEO Carolyn McCall, who argues that brands need to assess what impact innovation really has on both their customers and their bottom line.
  For a low-cost airline innovation is needed to enhance the customer proposition and reduce costs in order to offer lower fares for passengers, says McCall. One such innovation being implemented by the airline is predictive maintenance powered by artificial intelligence (AI), whic
  
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• Kelly's of Cornwall offers Cornish vocabulary tips in new campaign

  23-05-2017 10:49 via campaignlive.co.uk
  
  Ice cream brand Kelly's of Cornwall is following last year's groundbreaking TV ad - the first spoken entirely in the Cornish language - with a series of four films offering Cornish vocabulary tips to budding linguists.
  
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• How Criteo's new bidder increased Telegraph's programmatic income by 69%

  23-05-2017 10:06 via campaignlive.co.uk
  
  Criteo has launched a new header bidding solution that connects publisher inventory to the platform's 15,000 clients.
  
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• Award-winning ads director Graham Rose dies

  23-05-2017 09:59 via campaignlive.co.uk
  
  Graham Rose, multi award-winning commercials director whose "Photo booth" spot for Hamlet cigars has been lauded as one of the best British ads of the 20th Century, has died aged 68.
  
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• CNN runs through-the-night broadcast as Ariana Grande concert horror in Manchester claims 22 lives

  23-05-2017 08:51
  
  The  American channel CNN ran a through-the-night broadcast with live footage as the horror of the Manchester  bomb attack after an Ariana Grande pop concert  stunned the  world.
  As the number of casualties  rose to  22 dead and 59 injured,  police confirmed that this was a terrorist attack.  The perpetrator thought to be a suicide bomber  is believed to have been killed as he detonated the device  .
  The bomb went off outside the venue about 10,3
  
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• Volkswagen’s accelerating adtech plans highlight automotive industry’s test now the sale is made online

  23-05-2017 08:40
  
  The complexity of Volkswagen’s attempt to bake programmatic into is media strategy spotlights the challenges facing the wider industry now the sale of the car is done online, not at a dealer.
  Do not expect a rush from the business to take on all adtech but it will try to take on what it thinks will give it more control and importantly reduce costs. Here is a brand that doesn't’t see the need to pay a partner for commoditsed tools like an ad server when it’s far more feasible to
  
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• Havas launches 'fully transparent' programmatic platform

  23-05-2017 08:21 via campaignlive.co.uk
  
  Havas has launched what it claims is a "fully transparent" software platform for clients to "track and monitor" the programmatic ad-buying process "for the first time".
  
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