Marketing news

• Snap doubles down on brand safety and independent measurement

  30-05-2017 23:30
  
  The company behind Snapchat has inked a deal with analytics and measurement outfit DoubleVerify (DV) in a bid to better assure advertisers that ad dollars spent on the video-sharing platform won’t risk their brand safety. 
  DV has today (May 30) announced that it has conducted an independent review and validated Snap's means of assessing the quality and appropriateness of content posted by its 166 million users. 
  The Snapchat brand safety protocol – a method of pre
  
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• “Keep the main thing, the main thing": Beyond the Brief featuring Diamia Foster, McCann

  30-05-2017 23:22
  
  Making sure her voice is heard in this industry isn’t an issue for MAIP 2014 alumna and McCann associate strategist Diamia Foster.
  The IPG Interact Associates fellow has already spent the past couple of years making waves in the network’s program: first in client services at Orion Worldwide, and then in media planning at Inititative:Identity. At McCann, she gets to dig deep into a wide variety of brands: from Mastercard to Lockheed Martin, the US Army to Facebook. But, for Foster and
  
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• Making a 'day' of movie marketing efforts

  30-05-2017 22:56
  
  Most movie marketing efforts are single-mindedly focused on getting people out for opening weekend. That’s the make-or-break moment for many movies, particularly large-scale tentpole releases from major studios.
  Smaller movies, assuming they’re not going straight to Netflix or other VOD platforms, may roll out slowly from a couple markets - usually LA and New York - to other cities over the course of a few months as word-of-mouth builds.
  Recently, though, those studio marketing teams
  
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• Pivotal Research's Brian Wieser says new accounting techniques are fueling Cannes cut-backs

  30-05-2017 21:30
  
  Driving down costs has been a recurring theme throughout the marketing industry for years, but the edict has become more aggressive over the last 12 months, curtailing growth in the advertising sector and souring the mood at the upcoming Cannes Lions festival, according to Pivotal’s senior analyst Brian Wieser."This concept of zero-based budgeting or 'forgetting about everything you did last year and look at everything from scratch' tends to mean lower spending on marketing and paid m
  
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• Mixed reality market size expected to grow during 2017 to 2021 as mixed reality hardware becomes increasingly affordable

  30-05-2017 20:47
  
  With size, sales, volume and value of the global mixed reality market poised to grow at a compound annual growth rate (CAGR) of 75.28% between 2017 and 2021, a recent report has indicated how key players like Microsoft, EON Reality, Facebook, Google and HTC corporations are forging ahead with both solutions and a faster pace as they bet big on the future of mixed reality.
  The Global Mixed Reality Market 2017-2021 paper, which was released this week by Research and Markets, notes that the bi
  
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• Mono hires Blake Bäkken as senior-level creative for San Francisco office

  30-05-2017 20:05
  
  Mono, an agency based in Minneapolis with an office in San Francisco, has made an addition to its senior-level creative team, hiring Blake Bäkken as a creative in the agency’s San Francisco office. Bringing over two decades of experience to the table – including 13 years at Venables Bell & Partners where he founded the design department and co-founded VBP Orange, the agency’s design arm – Bäkken will be championing and developing mono's design vision across
  
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• Kuwaiti telecoms brand musicalizes and replicates real-life terror attacks in latest ad

  30-05-2017 18:14
  
  Zain, the telecoms brand based in Kuwait, has seen a mixed reaction to its latest spot, which features a would-be suicide bomber being overcome by singing opponents to his cause.
  The ad begins with a man making a homemade bomb, interspersed with shots of a wedding and a baby. A child’s voiceover says: “I will tell God everything. That you’ve filled our cemeteries with our children and emptied our school desks. That you’ve sparked unrest and turned our streets to darkness.
  
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• R/GA leads shortlist for Campaign Creative Tech Awards

  30-05-2017 18:00 via campaignlive.co.uk
  
  R/GA leads the Campaign Creative Tech Awards shortlist with a total of five entries.
  
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• HNA Group launches interactive campaign in Times Square to end world hunger

  30-05-2017 18:00
  
  In support of world hunger relief efforts, air, industry and travel holding HNA Group launched this past week its #ShareMoreDreamMore campaign in Times Square, engaging more than 10,000 active participants in the first week of the campaign.
  The campaign, which runs live through June 4, 2017, uses an advanced interactive billboard on one of New York City's busiest street corners to raise awareness around the critical issue of hunger in Ghana. Visitors who wave their smart phones in front of
  
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• British Airways brand reputation nosedives in wake of IT meltdown

  30-05-2017 17:56
  
  British Airways (BA) has seen consumer perceptions of its brand plummet in the wake of an IT outage that impacted thousands of flights over the weekend, and there are already signs it could impact its business as well.
  The airline has been flooded with complaints from travellers after at least 75,000 were affected by the IT failure on Saturday (27 May). Many were stranded at either Heathrow or Gatwick airport, with flights only returning to normal today (30 May).
  The issue was compounded by poor
  
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• Coca-Cola looks to heighten appeal among teens with bottles that turn into festival wristbands

  30-05-2017 17:54
  
  Coca-Cola has created detachable bottle labels that double up as festival wristbands as part of a stunt in Europe. 
  Comprising eight bottle designs, the push ran in Romania and was developed by McCann Bucharest. Each iteration of the packaging featured a peel-off writstband which could help young people access some of the country's biggest concerts. 
  To find out whether they have won a spot at a gig, customers had to download an official Coca-Cola app and scan their wristband. If
  
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• What millenials want from a fashion loyalty scheme

  30-05-2017 17:47
  
  Fashion retailers targeting millennials operate in a competitive and challenging trading environment. Rails are filled with discounts and promotional codes, with choice of colour, size and style and spilling from every corner. Yet, there is still a lack of customer loyalty when it comes to fashion. Millenials will always have their favourite brands. But if you are offering no more than a funky style, what is stopping customers from buying the product elsewhere or looking for an alternative? 
  
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• The daily grind: are coffee shops the workplace of the future?

  30-05-2017 17:41
  
  It interests me (I was going to say fascinates me, but that sounds a bit over the top) how different people work differently, in different environments.
  I love working in a busy office. I guess a lot of people would prefer silence so they can concentrate, but that has the opposite effect on me. The buzz of everything happening around me really motivates me, I think it’s an important part of working in the creative industries. Overhearing things that spark your imagination, bouncing ideas o
  
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• Independent Influence: North hits Portland's indie high notes

  30-05-2017 17:40
  
  Portland, Oregon conjures up some significant indie thoughts. It’s one of the cities where independence is not just valued, but a way of life.
  Portland was chronicled, cartoonishly in large measure, by the sketch comedy show Portlandia. Both a blessing (exposure) and a curse (yes, some of the quirks do exist), this city places a premium on creativity in just about every facet of life, no matter how weird it might be.
  Nowhere is that more evident than in the music scene. About ten years ago
  
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• Emergency landing: how airlines can recover from a PR disaster

  30-05-2017 17:30
  
  British Airways’ value nosedived after its IT meltdown, but other airlines have survived worse crises. Here’s how to restore public confidencePoor old British Airways. It was bad enough that backup systems failed after a power surge brought down its IT systems on Saturday morning. But when hundreds of passengers were then left stranded, crisis-response experts accused the airline of failing them, too. Four days later, half a billion pounds have been wiped off the value of BA parent c
  
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• Snap Inc partners with Integral Ad Science over brand safety

  30-05-2017 17:26 via campaignlive.co.uk
  
  Integral Ad Science today announced a partnership with Snap Inc to ensure transparency and brand safety on its platforms, including Snapchat.
  
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• Mark Ritson: Can AB InBev avoid killing its craft beer brands?

  30-05-2017 17:16
  
  One of the great transformational experiences of my lifetime has been drinking beer in American bars. As a man who spent more of his 20s in America (and mostly in bars) than in the UK there is no-one who can testify better to just how disappointing American beer once was. Somehow Americans, and me along with them, accepted the idea that the variants offered by Budweiser, Miller and (if you really wanted to push the boat out) Coors were enough to satiate all your drinking needs.
  And then it all s
  
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• IPA acknowledges growing influence of ad technology providers with launch of IPA Media Owner & Ad:tech Awards and accompanying Survey

  30-05-2017 16:50
  
  The IPA has this week launched the Media Owner & Ad:tech Awards (MOA), and accompanying Survey, to recognise and reward exceptional online service levels, talent and technology from online media owners, inventory suppliers and ad:tech companies. Previously known as the Media Owner Awards, the IPA has expanded the competition in recognition of the greater role ad technology providers are playing in the market.
  Says Pete Robins, Chairman of Judges, IPA Digital Media Group Chairman and Founder,
  
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• Plusnet radio ads banned for saying terms and conditions too quickly

  30-05-2017 16:43 via campaignlive.co.uk
  Two radio ads by Plusnet have been banned after terms and conditions were read out too quickly to be understood.
  
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• Infectious Media and Screen6 ink deal to bring ‘programmatic everywhere’

  30-05-2017 16:30
  
  Infectious Media has penned a deal with Screen6 that will see the independent agency incorporate the latter’s cross-device ID software into its media trading platform Impression Desk to better hone its campaigns for clients, which include Adidas, John Lewis and Shop Direct. 
  By incorporating the two technology platforms, Infectious Media’s clients will be able to build audience segments based on variables such as age, language, time of day or local weather patterns in any market
  
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• A year before GDPR and most marketers still fail the consent test

  30-05-2017 16:22 via campaignlive.co.uk
  
  Nearly three-quarters (72%) of marketers surveyed either cannot answer or incorrectly list the conditions of meeting GDPR requirements for "opt-in" consent.
  
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• WPP invests in 88rising to reach Asian millennial market

  30-05-2017 16:11
  
  WPP has announced that it has invested in New York based 88rising, a digital media company that creates content catered towards Asian millennials.
  88rising has branded and sponsored content deals with companies including Maybelline, Adidas and Revolve. According to WPP, the agency has produced roughly 500 hours of original content that has generated more than 80 million total video views on YouTube and Facebook, with more than half of 88rising’s 16-34-year-old viewers in the Asia Pacific r
  
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• The Facebook factor in politics: why big ideas are still more important than big data

  30-05-2017 16:10
  
  The long reach of Facebook offers fantastic targeting with nearly 2bn people signed up across the planet and half of them using it daily. In the UK, its influence is also huge: 30m of us are on it. Its sheer size epitomises the power of social media for granular targeting with personalised messaging which leads many to believe that this is now the key battleground upon which political elections are either won or lost.
  Expenditure figures from the main parties certainly seem to back this up: in t
  
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• Marketoonist on the emperor’s new marketing plan

  30-05-2017 16:02
  
  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 the emperor’s new marketing plan appeared first on Marketing Week.
  
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• CMO Allie Kline on why Oath will be the P&G of media and technology

  30-05-2017 16:00
  
  The Yahoo-AOL merger that yields Oath will close in June, but it has not been an easy road as M&A goes.
  The $4.8bn deal was announced in July 2016, but was marred by revelations of data breaches and rumors of collapse.
  Nevertheless, the deal survived and the resulting company will serve as the parent to more than 25 media and technology brands, including HuffPost, TechCrunch, Makers and Build Studios, Yahoo Finance, Yahoo Sports and Yahoo Mail.
  AOL CMO Allie Kli
  
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• Pitch update: Nando's, Samsung

  30-05-2017 15:40 via campaignlive.co.uk
  
  Three agencies are in the running to be Nando's digital agency, while Samsung held pitches for its European CRM account.
  
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• Cambridge Analytica boss on why he's no Bond villain

  30-05-2017 15:34 via campaignlive.co.uk
  
  As fears rise over the use in election campaigns of data mined from social media, Cambridge Analytica chief Alexander Nix seeks to distance the company from politics.
  
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• Twitter relaunches dynamic campaign for election time

  30-05-2017 15:25 via campaignlive.co.uk
  
  Twitter is relaunching its dynamic out-of-home and digital campaign that tracks trending topics in real time on 5 June - in time for the general election.
  
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• CHI poaches Facebook's Miller for production unit

  30-05-2017 15:19 via campaignlive.co.uk
  
  CHI & Partners has hired Facebook's James Miller to launch its own production company, The Kitchen.
  
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• London Live rapped for 30-minute, programme-style ads... with their own ad breaks

  30-05-2017 15:15 via campaignlive.co.uk
  
  A pair of extended-length advertising programmes shown on local station London Live have been banned after the ads watchdog decided they were too difficult to distinguish from editorial content.
  
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• Women's football set to fuel interest from brands

  30-05-2017 15:12 via campaignlive.co.uk
  
  Women's football could see a surge of interest from brands as Uefa launches a campaign to drive participation, appreciation and revenue in the sport.
  
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• White House communications director Mike Dubke resigns

  30-05-2017 15:11
  
  White House communications director Mike Dubke has resigned in what is expected to be a major shake up of President Trump's senior staff amid the growing Russia scandal. 
  Dubke was tasked with managing communications strategy, working closely with White House press secretary Sean Spicer.
  However, according to Axios, the White House's communications operation — and Dubke and Spicer in particular — has been under fire by Trump and other senior officials who believe the c
  
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• Latimer Group spins off co-creation platform Bulbshare

  30-05-2017 15:11 via campaignlive.co.uk
  
  A series of successful campaigns with Unilever, BBC and Public Health England has fuelled Latimer Group's decision to launch its co-creation platform, Bulbshare, as a standalone tech company.
  
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• VCCP’s new positioning for Macmillan shows that life doesn't stop because you have cancer

  30-05-2017 15:02
  
  Macmillan is moving away from its ‘Not Alone’ positioning with the launch of a new ‘Life With Cancer’ campaign, aiming to show that life doesn't stop just because you have cancer.
  Based on the charity’s own research that revealed 85% of people with cancer don’t want to be defined by the disease, Macmillan’s new campaign with VCCP explores what everyday life looks like when you’re living with a diagnosis. The four executions look at import
  
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• Samsung to provide UFC's first ever VR broadcast as part of live entertainment pass for Gear VR users

  30-05-2017 14:54
  
  Samsung has formed a virtual reality (VR) partnership with the UFC as part of a major push to market its Gear VR as an innovative live entertainment platform.
  Owners of Samsung's Gear VR will be able to watch UFC 212, where Jose Aldo will defend the featherweight title against interim champion Max Holloway, for free this Saturday (3 June).
  The offering is part of Samsung's new VR Live Pass which sees the electronics giant partner with UFC, X Games and Live Nation to offer Gear VR owners the chan
  
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• Heart & Stroke campaign targets the effects on marketing food and drinks to young children

  30-05-2017 14:50
  
  In an attempt to rally support to stop marketing unhealthy food and beverages to Canadian children, the Heart & Stroke Foundation of Canada tackled both the serious issue of marketing unhealthy food to children while taking a swipe at the multi-million dollar marketing campaigns that aim to reach them.
  As an illustration and to make a point, the Heart & Stroke Foundation uses a new (and entirely fictional) advertising agency called "16 and Under" that is meant to only create ads tar
  
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• Why content is key to Lastminute.com going all in on programmatic

  30-05-2017 14:30
  
  If Lastminute.com wants to be top of mind for those advertisers seeking holiday goers then much could rest on how the company can give its burgeoning publishing business a commercial edge.
  It might sound like an exaggeration for a business that derives a tiny amount of its total revenue from ads but its chief commercial officer and head of media and partnerships Alessandra Di Lorenzo readily admits to the importance of getting the content right. Get it wrong and people are less likely to want to
  
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• Weetabix on why TV is ‘very hard to beat’ for ROI

  30-05-2017 13:59
  
  Armed with a £10m investment from its new US parent company Post Holdings, Weetabix is hoping a mixture of TV advertising and shopper marketing will help the cereal brand stay top of mind with consumers.
  “We want to become even more relevant and that’s everything from being front of mind and to making sure that we’ve got a regular presence in media. The very best way we’re seeing to do that is through regular TV advertising,” explains Weetabix head of brand, K
  
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• Consultancy environment can kill creativity: FCB CEO

  30-05-2017 13:00 via campaignlive.com
  
  With more consultancies muscling in on the advertising industry, agencies need to make their creative more prominent than ever, says FCB CEO Carter Murray.
  
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• WPP invests in digital content company for Asian millennials 88rising

  30-05-2017 12:57 via campaignlive.co.uk
  
  WPP has made a strategic investment in 88 rising, a US-based digital content producer that targets Asian millennials across the globe.
  
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• British Airways must change its comms processes after 'risible' response to IT meltdown

  30-05-2017 11:30 via campaignlive.co.uk
  
  British Airways' comms during a weekend where IT failures caused travel chaos were "pretty risible", according to The Sun's travel editor - with several comms professionals also criticising the airline's response.
  
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• Marketers set to accelerate spend on experiential

  30-05-2017 11:26 via campaignlive.co.uk
  
  More than half of chief marketers will spend at least a fifth of their budget on experiential in the near future, a new study shows - compared to less than a third who do so now.
  
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• Five of the biggest GDPR issues for brands

  30-05-2017 11:26 via campaignlive.co.uk
  
  Businesses that are not prepared for GDPR are risking far more than hefty fines, a panel of data protection experts have warned.
  
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• Fines, responsibility and Brexit among biggest GDPR issues for brands

  30-05-2017 11:26 via campaignlive.co.uk
  
  Businesses that are not prepared for GDPR are risking far more than hefty fines, a panel of data protection experts have warned.
  
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• Creative Work of the Week: Ogilvy Italy cleans up with Urban Vision

  30-05-2017 11:21
  
  Ogilvy Italy has won over The Drum readers this week to take the European Creative Work of the Week title for its Ad/sorbent partnership with Urban Vision.
  Using ‘The Breath’, a material praised by medical experts for its ability to absorb harmful airborne molecules, Ogilvy Italy wrapped four grand spaces in major spaces across Europe. Absorbing pollution from over 67,000 cars in 15 days.
  In celebration of the success of the initial campaign, Urban Vision is now looking to replace al
  
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• 'Can't Be Arsed' political party ad highlights election apathy

  30-05-2017 11:12 via campaignlive.co.uk
  
  Forever Beta has poked fun at politically apathetic young people in a faux political broadcast on behalf of the "Can't Be Arsed Party".
  
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• Movers and shakers: Partners Andrew Aldridge, Dune, Guardian, Unruly, and more

  30-05-2017 10:56 via campaignlive.co.uk
  
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• Heehaw releases animation series to help end polio

  30-05-2017 10:54
  
  The global effort to eradicate polio is drawing ever closer to reality. It will be a historic achievement, as polio could be only the second human disease to be eradicated throughout history.
  It’s a drive that has been taken up on the ground in metropolitan cities, barren deserts, snow-capped mountainsides and conflict affected areas as well as by governments, NGOs and private partnerships the world over. 
  Loading...
  In an effort to outline the major steps taken to bring polio the bri
  
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• Amazon eyes lucrative pharmacy push in latest diversification drive

  30-05-2017 10:54
  
  Amazon’s pursuit of retail omniscience has accelerated with the online platform looking to diversify from books, entertainment and consumer products into the lucrative pharmaceuticals sector.
  Drawn by the prospect of winning a significant slice of a prescriptions industry, valued at $300bn in the US in 2015, Amazon hopes its strategy will be just the tonic to maintain growth momentum going forward.
  The retailers intent was divined from a job advert posted earlier this month for a ‘ph
  
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• Creative Works featuring Saatchi & Saatchi London, ButterflyCannon, BMB, Wieden+Kennedy London and more

  30-05-2017 10:30
  
  Welcome to The Drum Creative Works, in partnership with Workfront.
  As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.
  We've now introduced our new five-star voting system. To vote for your favourite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Monday 5 June.
  For project inf
  
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