Marketing news

• 23andMe partners with 'Despicable Me 3' for first movie partnership

  01-06-2017 20:54
  
  The genetics testing company helps Gru find his lost-lost brother in six-week marketing push.
  
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• ‘Distill the brief’: The Mill’s Phil Crowe on what it takes to be a great creative

  01-06-2017 19:34
  
  Are there bad briefs? That’s likely up for all kinds of debate but, to Phil Crowe, ECD of The Mill in Los Angeles, it’s less about the brief and more about the interpretation of the brief.
  To become a great creative, Crowe feels as though it is vital to distill the brief down to its essence. Then, it’s up to creatives to actually celebrate its constraints, something he learned early on, even before he made his way into the world of marketing. 
  From there, great creatives m
  
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• ISBA and IPA look to ‘galvanise’ advertisers with rallying cry for more data accountability

  01-06-2017 19:30
  
  Advertising industry bodies ISBA and the IPA have united to issue a joint call to arms, urging the media industry to provide more accountable and accurate data to advertisers.
  In a research paper released today (1 June), the two industry bodies laid out why marketers need credible data, the perceived barriers to achieving it and, crucially, what they should be asking of all their media suppliers.
  Key questions the paper raises include: “who gathers the data?”; “how is it proces
  
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• Manchester creatives unite to turn concert attack poem into a book

  01-06-2017 18:29
  
  Manchester’s creative community is coming together to design an illustrated book of This is the Place, the poem written and read by Tony Walsh at the vigil for the 22 who died in last week’s terror attack on the city.
  A total of 61 creatives across the city, including designers Peter Saville and Malcolm Garret, will each take a line from This is the Place and contribute a creative design that will be published on a page in the book. Walsh and Andy Burnham, the mayor of Greater Manche
  
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• New banner ad from Jaguar Land Rover lets you test drive a car from your phone

  01-06-2017 18:23
  
  Working with Blippar and Mindshare, the auto company lets customers sit in a virtual driver's seat, no gear required.
  
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• Nissan GB appoints Nicolas Verneuil as marketing director

  01-06-2017 18:17
  
  Nissan has enlisted Nicolas Verneuil as its marketing director in the UK, where he will be responsible with handling the overall strategy in the region.
  Coming up from roles including advanced marketing strategy and performance planning general manager in Europe, he will look to draw on his experience to futureproof the brand.
  On taking up the role from today (1 June), Verneuil, said: “Nissan has seen significant and consistent growth in sales performance and consumer brand opinion in the
  
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• MLS side DC United reveal Facebook Live plans as part of strategy to better understand fans

  01-06-2017 17:50
  
  Major League Soccer (MLS) side DC United have they will begin showing their linear pre and post-game shows on Facebook Live.
  The content, which has until now been produced for TV, will be shown on DC United’s Facebook page after the club partnered with software company Telestream’s Wirecast platform to help live stream on Facebook.
  Samantha Perrie, video producer for DC United, said: “We’re a small crew and our department does a lot of different things; we do social, we d
  
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• M&S launches first major sustainability campaign as it looks to build ‘engaged trust’

  01-06-2017 17:48
  
  Marks & Spencer (M&S) has unveiled a new sustainability programme that it hopes will resonates with both consumers and colleagues as it admits it has previously struggled to communicate its plans to customers.
  Plan A 2025 focuses on three key areas: customer and colleague wellbeing; transforming lives and communities; and caring for the planet. It aims to position M&S as a “truly sustainable retailer” through key pledges such as raising £25m for charity, making all
  
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• Analysts: Maxus-MEC merger reflects Sorrell's desire to make WPP less complicated

  01-06-2017 16:43
  
  The merger of Maxus and MEC was an expected move given WPP chief executive Sir Martin Sorrell's desire to streamline the holding company and make it less complicated, an analyst said.
  
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• Jeremy Corbyn's general election journey marks a new era in British media influence

  01-06-2017 16:41
  
  From a Snapchat discussion with grime artist JME to an on-stage appearance with the Libertines and last weekend’s interview on Copa90, Jeremy Corbyn’s election campaigning has been intense. But irrespective of who you might be planning to vote for on 8 June, the Labour leader’s election journey is also noteworthy for another reason: it marks the emergence of a new era in British media influence.
  Politicians have always courted the young and looked to be at one with the masses.
  
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• Clark: Maxus-MEC merger is about Group M's future, not agency failings

  01-06-2017 16:36
  
  Group M's global chief executive rebuffed suggestions that MEC and Maxus had failed to differentiate themselves as he discussed the merger of the two agencies.
  
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• International round-up: Burger King angers Belgium & Coke turns labels into festival wristbands

  01-06-2017 16:27
  
  Burger King loses its royal title
  Burger King has come under fire this week after offending the Belgium monarchy in its latest advertising campaign.
  The campaign asks customers to vote online to crown the country’s king, King Phillipe, or Burger King as the ruler of Belgium. It was probably not the wisest of moves as the fast food giant intends to launch in Belgium next month.
  Representatives for King Phillipe asked the company to explain itself and to highlight that the king’s image
  
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• Man United targets ‘unexplored channels’ as it looks to build up commercial business

  01-06-2017 16:18
  
  Manchester United is looking to build on its ranking as the world’s most valuable football club with even more focus on generating revenues through sponsorship and retail sales.
  Speaking at KPMG’s Football Benchmark Forum conference yesterday (31 May), Manchester United’s CFO Cliff Baty said the club has ambitions to expand its current 28 global club sponsors.
  United’s £2.6bn valuation, which KPMG bases on broadcasting rights, profitability, popularity, sporting pot
  
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• Group M unable to rule out redundancies from Maxus-MEC merger

  01-06-2017 16:10
  
  Group M is not able to rule out redundancies as it begins a six-month process of merging media agencies Maxus and MEC into a new entity.
  
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• Age is just a number for Instagrans and the tech-savvy over 65s

  01-06-2017 16:01
  
  It is widely assumed that over-65s (boomers) are ‘not down with the kids’. Fear not, Gen Z and Millennials; Boomers should not be underestimated with their tech usage and especially should not be overlooked with future innovations.
  Research by the Office for National Statistics (ONS) found that around 75% of adults aged 65+ utilise the internet, with women aged 75+ showing the greatest upsurge in usage of any demographic group. But where is the greatest opportunity to build
  
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• ‘It’s about time data reflected the truth’ urge IPA and ISBA as they issue call to action

  01-06-2017 15:50
  
  The IPA and ISBA are uniting to call on marketers to defend the importance of accountable audience data that will stand up against strict independent verification.
  In a new paper, called ‘A Matter of Fact’, they call for marketers to uphold the following standards:
  Ensure the audience data used for trading is based on metrics and methods that comply with agreed, open industry standards
  Insist those standards are upheld by independent auditing
  Hold proprietary data sets to the same le
  
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• Lucozade Sport launches fitness app for its Made to Move campaign

  01-06-2017 14:54
  
  Lucozade Sport has launched a new health app for its Made to Move campaign, helping increase engagement with consumers and yeilding a potentially valuable stream of data on them. 
  The new app will offer hundreds of daily and weekly prizes as part of the Made to Move campaign’s attempts to encourage one million people in the UK to exercise more.
  It will build on earlier digital activations from the campaign which included live stream work out sessions on its website which were tak
  
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• NMPi predicts hung UK Parliament using search data

  01-06-2017 14:45
  
  Digital marketing agency NMPi is predicting a hung Parliament in the UK, after devising a formula that uses search data as an indicator of voting intentions.
  The agency’s analysis suggests that, following the election on 8 June, the Conservatives will remain the party with most seats – 313 in total – but will lose their overall majority in a shock result likely to damage the political fortunes of PM Theresa May.
  The NMPi research gives Labour Party 232 seats, the SNP 58 of the
  
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• Tanya Joseph: Ruthless targeting is key to modern elections

  01-06-2017 14:08
  
  Photographer: Rehan JamilI love elections. I adore referendums. I really love them.
  I have observed them from the sidelines, reported on them, got involved in local and national campaigning in this country and others. I sit up all night to listen to results, not just of UK elections, or even the biggies like US presidential poll. I will monitor Twitter and listen to the BBC World Service to keep track of voting in the US mid-terms, the Netherlands and Gambia, Austria and Australia, India and Eg
  
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• WPP merges MEC and Maxus to fund Essence expansion

  01-06-2017 13:58
  
  WPP's GroupM has consolidated MEC and Maxus amid what it described as "a very competitive marketplace" with cost savings from the merger to be used to fund the expansion of digital ad agency Essence. 
  In combining 15-year-old MEC with nine-year-old Maxus, WPP is looking to save money by cutting back on office space, IT and staff - although the company has said that no targets have been set for job cuts or the savings from such reductions. 
  "We operate in a very competiti
  
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• Why Snapchat and BT Sport have just inked a landmark deal for Uefa Champions League

  01-06-2017 13:30
  
  Snapchat has forged its first partnership with a European broadcaster around football, pairing with BT Sport to create exclusive content during the Champions League final. 
  The coverage - which will appear in BT's 'Our Stories' section on the social platform - will comprise on-pitch and behind-the-scenes clips from the final this weekend (3 June) when Real Madrid will defend their title against Series A champions Juventus. To allow Snapchatters to experience the mat
  
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• IPA and ISBA put out joint call to members to demand accountable data

  01-06-2017 13:21
  
  The IPA and ISBA have called on the media industry to demand and provide objective and independent data to underpin the accountability within their respective trading markets.
  
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• Santander, Telefonica and Thomas Cook to open up on how digital advances are turning marketing on its head

  01-06-2017 13:07
  
  Leading marketers from Santander, Telefonica and Thomas Cook will reveal how they have used immersive ad formats, user generated content and innovative partnerships to transform their marketing.
  
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• Only 7% of audiences think Facebook and Twitter are doing enough to protect them from fake news

  01-06-2017 13:05
  
  Just 7% of online audiences feel Facebook and Twitter are doing enough to protect them from fake news designed to manipulate public opinion, according to research conducted for the7stars.
  The study of 1000 British people found that 45% of readers feel it is difficult to understand what is fake news and what isn’t, with 70% of respondents wanting social media companies to take more responsibility for tackling the issue.
  The research also found that old readers are less confident about the q
  
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• Fifa strikes sponsorship deal with third Chinese brand after agreeing $450m partnership with smartphone maker Vivo

  01-06-2017 13:03
  
  Smartphone manufacturer Vivo has agreed a six-year partnership with Fifa to sponsor the World Cup, making it the third Chinese brand to agree a major sponsorship deal with football’s governing body.
  The deal is reportedly worth around $450m and will see Vivo become the exclusive smartphone sponsor of the 2018 Fifa World Cup in Russia and the 2022 edition of the tournament in Qatar. The brand will also be a sponsor of the 2017 and 2021 Confederations Cup tournaments.
  The activation of
  
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• Three things all agencies need to know about retaining their best talent

  01-06-2017 13:01
  
  We all know that retaining talent in agencies is a challenge and with 65% of agencies planning on recruiting this year, the war on talent will be getting even hotter than ever before.
  Following our 2017 Benchmark Agency Survey, we spotted what the top-performing agencies are doing to retain their best talent, what the hidden costs are of office perks, and ,ultimately, how you can retain your key staff in 2017.
  Office perks - What everyone else offers
  In today's hiring market, perks are essential
  
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• Do micro influencer marketplaces compromise authenticity?

  01-06-2017 13:00
  
  According to a survey of top influencers conducted by marketing platform Influence.co, Instagram influencers with less than 1,000 followers have an engagement rate of just over 15%. And the higher the follower count, the more the engagement plummets. Let’s say you have 100,000 followers or more checking your feed –  only a tiny 2% of those will engage with your content. Enter the micro-influencer. Or lots of them.
  In the latest edition of The Drum magazine we look at the rise of
  
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• WPP to merge Maxus and MEC

  01-06-2017 12:38
  
  Group M is merging the global operations and teams of its agencies MEC and Maxus into a new
  agency.
  
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• Ad of the Day: Fab ice lolly celebrates 50th birthday with with fun-lovin’ poster spread

  01-06-2017 12:24
  
  Fab, the three-tiered childhood favourite, has launched a new fun themed campaign to coincide with its 50th anniversary.
  Three posters have been designed for 'Where There’s Fab, There’s Fun': Quicksand, Sharks and Cannibals. Each creative shows how the ice lolly automatically create a sense of fun, even in a perilous situation. 
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  Nestlé-owned Fab enlisted Isobel to develop the creative, who in turn worked with Carioca Studios to execute the camp
  
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• M&S unveils next decade of sustainability pledges

  01-06-2017 11:15
  
  Marks & Spencer has launched Plan A 2025, the next stage of its sustainability agenda, with a swathe of commitments in the environment, community and health and wellbeing.
  
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• We Are Social doubles down in China; six things to note about their new Beijing office

  01-06-2017 09:52
  
  We Are Social have doubled down on efforts in China with a new office in Beijing, its second China office after the agency’s Shanghai office.
  Here are a couple of things to note about We Are Social’s Beijing office:
  Beijing is We Are Social’s second office after Shanghai, which was opened two years ago in 2015 with founding clients such as L’Oreal, Liebherr and GMAC, which administer the GMAT exam.
  The Shanghai office has grown to over 60 people from a two-man team two ye
  
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• Microsoft bribes Google search users to adopt Bing

  01-06-2017 09:30
  
  Microsoft has adopted a novel approach to encouraging web users to ditch Google in favour of its own Bing search engine, by awarding points for searches made on the platform which can then be redeemed for music and movies.
  Designed to erode Google’s near monopoly in search the incentives initiative is being rolled out in the UK today following a successful launch in the US last year and is being marketed as a ‘rewards program’ for adopting Microsoft’s services.
  Anyone int
  
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• Ogilvy PR pledges to bring media planning rigour to influencer work

  01-06-2017 08:39
  Ogilvy PR has launched its Advanced Data Analytical Model, which it says will bring "laser precision" to the task of identifying influencers for campaigns run by agencies across the wider Ogilvy group.
  
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• Brands unclear who should take responsibility for customer experience

  01-06-2017 08:30
  
  Chief marketing officers and other C-suite executives are unclear who should be in charge of the customer experience. This confusion is a key challenge for 30% of the UK and US marketers, CEOs and chief customer officers surveyed by software company Calabrio, which is having a significant impact on the experiences these businesses deliver.
  In the UK, for example, less than a third (30%) believe customer experience across all their channels is anything more
  
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• Apple to launch Siri speaker

  01-06-2017 07:43
  Apple is working on a Siri speaker to rival Amazon and Google's voice-activated devices.
  
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• Google wants to distance itself from AMP as the open format gains advantage over Facebook’s Instant Articles

  01-06-2017 07:00
  
  Google is winning the battle against Facebook and Apple to be the favoured platform for news publishers – but don’t expect Google itself to start claiming victory.
  The rapidly-expanding Accelerated Mobile Pages (AMP) project, launched just over a year ago with the promise of reducing download times on the mobile web, was and still is widely seen as Google’s answer to Facebook’s fast-loading Instant Articles. But not by Google, which prefers a narrative that characterises
  
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• Stein IAS wins big at 2017 B2 Awards

  01-06-2017 06:56
  
  Stein IAS won Best in Show and Small Agency of the Year at the B2 Awards on Wednesday, which took place during the ANA’s Business Marketing Association’s annual Masters of B2B Marketing conference. 
  The global B2B agency took home Best in Show for its work on Merck Bravecto’s ‘Cats Are Everywhere’ campaign. It also beat out Schermer and Omobono for the Small Agency of the Year accolade, which rewards agencies under the $25m mark. Stein IAS has won Small Agency
  
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• Behind McDonald’s Japan's turnaround: success comes with a curse and the name of it is complacency

  01-06-2017 05:09
  
  Mcdonald’s Japan hit a high in the decade following the turn of the millennium but in 2010 saw a 30% fall, resulting in a 26 billion yen loss.
  The reason for this, according to McDonald’s Japan CEO Sarah Casanova, was complacency and this spurred the company into a raft of major changes and a return to customer-focused business decisions.
  Speaking at Advertising Week Asia in Tokyo, Casanova said: “Success comes with a curse and the name of it is complacency.”
  She cit
  
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• Deloitte acquires Market Gravity in effort to further boost creative credentials

  01-06-2017 03:01
  
  Deloitte has made the latest move in the battle of the consultancies as they aim to upgrade their creative credentials through the acquisition of Market Gravity. 
  The specialist design consultancy, which has been in operation for over eight years, will join the Deloitte fold from 1 June but will retain its name despite being a part of Deloitte Digital.
  Both parties have worked together for around three years on projects that have included the creation of Yorkshire and Clydesdale B
  
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• Deloitte acquires Market Gravity in effort to boost the creative credentials

  01-06-2017 03:01
  
  Deloitte has made the latest move in the battle of the consultancies as they aim to upgrade their creative credentials through the acquisition of Market Gravity. 
  The specialist design consultancy, which has been in operation for over eight years, will join the Deloitte fold from 1 June but will retain its name despite being a part of Deloitte Digital.
  Both parties have worked together for around three years on projects that have included the creation of Yorkshire and Clydesdale B
  
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• Mike’s Hard Lemonade works to connect with male millennials

  01-06-2017 02:56
  
  In a play to resonate better with male millennials, especially 25-29 year olds, Mike’s Hard Lemonade and The Annex, an agency powered by Havas Chicago, has created “Drink on the Bright Side.”
  In this campaign, they employ comedy to try and distract viewers from the negativity that fills T.V. and the internet.
  “We changed it up because Mike's needed to be more relevant to millennial male consumers,” said Jason Peterson, chairman & chief creative officer, Hav
  
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• Twitter inks a deal with Riot Games Oceania to live stream eSports tournament

  01-06-2017 02:00
  
  The latest to join the eSports world is Twitter which has inked a deal with Riot Games Oceania to live stream the inaugural League of Legends: League of Origin tournament globally on Twitter and connected devices.
  ESports popularity is growing rapidly worldwide and everyone wants to be a part of it. Esports ad industry worth $280m in 2016 will breach the billion mark by 2021, which makes it an ideal platform for others to invest in.
  Commenting on the
  
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• Financial Times and Conde Nast among winners at The Drum’s Digital Trading Awards

  01-06-2017 02:00
  
  The Financial Times and Conde Nast were among the winners at The Drum’s Digital Trading Awards (DTAs) last night. 
  The DTAs celebrate the best examples of digital trading in practice, aiming to reward those who can actively show that what they do, day in and day out, works for their clients and themselves.
  At the awards ceremony last night (31 May), the coveted Grand Prix award went to Manning Gottlieb OMD for their work in with Specsavers while the Chairperson’s Award
  
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• “I’m lucky to be doing this”: Beyond the Brief featuring Pam Fujimoto, Wongdoody

  01-06-2017 01:24
  
  The E in Wongdoody’s ECD Pam Fujimoto’s title doubles for exceptional—one listen to her Exceptional Women Out West podcast interview, and you’ll get it. Her 16 years of experience in the industry have been bookended (so far) at the Seattle-LA agency, first as an art director right out of the Art Center College of Design, and now in her current role for the past three years. People wonder how she got here, young creatives want her job, but it’s absolutely clear
  
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• Sorry, startups: Consumers don’t get your innovation

  01-06-2017 01:14
  
  Like most Italians in the early 20th century, Alfonso Bialetti knew that the only way to get a good espresso was to get it from a café.
  Coffee makers were large and cumbersome machines, difficult to operate and far too big for the home. But Bialetti would change that. With his business partner, Luigi Di Ponti, he invented an ingenious method for making café quality coffee in the home for the first time. Now he needed to get people to believe in it.
  The invention was a stroke of gen
  
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• Emoji-inspired vibrators set out to close the ‘climax gap’

  01-06-2017 00:21
  
  Terri & Sandy, an independent, female owned and operated advertising agency in New York, is launching the first campaign for Emojibator – a global company that sells vibrators inspired by emojis, specifically, the eggplant and red hot chili pepper.
  The campaign advocates for women’s equality in a place lagging behind their male counterparts: the bedroom.
  ‘Let’s close the climax gap’, was penned after the agency discovered that women have 30% fewer orgasms than m
  
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