Marketing news

• ‘Success has no mold’: Exceptional Women of the World featuring Gladys Kong, UberMedia

  05-06-2017 23:33
  
  Determination is a theme that runs through Gladys Kong’s life thread.
  The UberMedia CEO's actions can sometimes belie her manner. Though cool, calm and collected, Kong has the entrepreneurial fire that helped her deservedly ascend to the rare air of the most senior of leadership. And though the manic chaos of startups and entrepreneurship swirls around her on a constant basis, the Hong Kong native finds great solace in the thrill of the hunt.Starting her career path with the legendary
  
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• Visit Seattle embraces Pride with new campaign

  05-06-2017 21:34
  
  The Seattle Pride parade is approaching fast, on June 25, and Visit Seattle has put together a video campaign to support Pride all month.
  Seattle has never shied away from its reputation as a city of inclusion, and it hosts what it says is the largest free Pride celebration in the country. In celebration of that, Visit Seattle is sharing the city’s progressive and accepting spirit with the world – creating a magnet for those who share the city’s values and creating a call to ar
  
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• B2B marketers using data to target buyers still find it a major hurdle to personalization

  05-06-2017 20:52
  
  With more data than ever available for reaching target audiences, B2B companies still struggle to deliver custom content to both individual buyers and specific accounts.  According to eMarketer’s report, “B2B Personalization: Delivering One-to-One Experiences to Buyers,” (subscription only) by using data more effectively, B2B marketers must better understand their target buyers and target accounts to allow for precise and accurate personalization. eMarketer
  
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• ‘Isn’t Life Brilliant’ says Vauxhall in rebrand campaign launching the Insignia

  05-06-2017 19:08
  
  Vauxhall Motors has laid out its new brand direction in a campaign looking to generate buzz around the launch of the Insignia.
  McCann Central launched the new brand identity, which comes to market in the ‘This is not a car’ campaign, which will set the tone for future creative. Accentuating this is the creation of a new visual identity, including the introduction of a blade signature sign-off giving life to the to accentuate the iconic griffin badge.
  Simon Oldfield, marketing directo
  
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• Channel 4 appoints Foundry’s Alex Mahon as first female chief executive

  05-06-2017 18:23
  
  Channel 4 has appointed Alex Mahon as its chief executive - marking the first time a woman will run a top UK broadcaster.
  Mahon joins Channel 4 as its first female chief from Foundry, a global technology business delivering visual effects and virtual reality for the entertainment industry, which she has run as chief executive since 2015. Its software is used by a number of global brands including Pixar, Mercedes-Benz, ILM, Walt Disney Animation and Sony Pictures, and is behind the visu
  
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• Droga5 creates ‘Public Displays of Application’ for CoverGirl

  05-06-2017 18:17
  
  Anyone who rides the New York City subway is familiar with the MTA’s ‘Courtesy Counts’ campaign, which encourages riders to use good manners during commutes.
  While the posters urge riders to avoid doing things like clipping their nails or eating while on the train, they also call out people who “primp” on the subway — something that CoverGirl has taken issue with in its latest campaign. 
  Called ‘#ProjectPDA,’ which stands for Public Displays o
  
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• Mark Ritson: ​How to win an election in seven complex steps

  05-06-2017 17:54
  
  As we head into the week of the general election the race seems to be narrowing. Just like the 2015 election there are various estimates of who will win what but the polls appear to suggest a hung parliament becoming far more likely than we would have imagined six weeks ago.
  Possibly. But if I was a betting man I’d have a few quid on the Tories to squeeze past the all-important majority of 326 to retain control of the country. The reason I am so bullish about the prospects of prime minist
  
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• Volkswagen UK hires Nissan's Geraldine Ingham as head of marketing

  05-06-2017 17:33
  
  Volkswagen has hired Geraldine Ingham as head of marketing as the brand continues efforts to rebuild its reputation after the damage caused by 2015’s ‘dieselgate’ emissions scandal.
  She joins from Nissan France, where she marketing director and handled the roll out of a car sharing scheme. 
  Her experience within the more innovate parts of Nissan's business are apparently key to the hire and signal where VW is looking to take its brand.
  Alison Jones, director of Volksw
  
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• What is the role of brands in tackling social issues?

  05-06-2017 17:32
  
  Recently, there’s been a lot of discussion about the roles brands can (and should) play in political, legal, environmental and social matters. Now the dust is settling on the campaigns that have caused a stir over the last few months, it’s important to reflect on what have we learnt…
  1. Be cautious when capitalising on societal level shifts and trendsBrands are always striving to be culturally relevant, and are always on the lookout for societal-level trends that can be reflec
  
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• Peroni turns its focus to heritage with illustrated 'Italian Made' campaign

  05-06-2017 17:21
  
  Peroni has unveiled a stylish outdoor campaign as it looks to cement a return to its Italian roots. 
  The beer purveyor has turned to illustration for the first time in its history with a simple yet bold concept, devised and produced by independent creative director Richard Ward, art director Mark Ross and ​illustrator Yordanka Poleganova.
  The poster kickstarting the campaign features the silhouette of a woman depicted in Peroni's signature blue, white and red colour sch
  
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• Fear and smear in the last few days of the general election campaign

  05-06-2017 17:16
  
  The last week of an election campaign is always the most brutal. Expect fear and smear to punctuate the poisonous path to the finishing line.
  Wall-to-wall coverage of the appalling events on London Bridge was inevitable. It was the third UK terrorist attack in as many months after Westminster Bridge and the Manchester Ariana Grande Concert – the worst terrorist incidents in the UK since 56 people were killed in the London bombings on 7 July 2005.  And it was another act of appalling,
  
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• Optimize your marketing by assigning your brand to a fictional character

  05-06-2017 16:48
  
  In light of encouraging big brands to embrace provocative questions and discuss the best ways to approach tricky issues, brand consultancy The Clearing has challenged companies to take a long, hard look at who they are.
  Imagining yourself as a fictional character is a tough one – we all want to be known as the bravest, the coolest and most heroic idol, but seating yourself at an angle that mirrors how others see you is daunting. And being truthful about who we are is hard for even the most
  
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• Alex Mahon named new Channel 4 chief

  05-06-2017 16:25 via campaignlive.co.uk
  
  Channel 4 has appointed Alex Mahon, the chief executive of Foundry, to be the broadcaster's first female chief executive.
  
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• Bob Wootton: Why do brands think media reviews mean lower prices?

  05-06-2017 16:13
  
  There’s constant internal pressure in all well-run businesses to contain costs. One way for advertisers to surface sub-optimal practices, as well as pools of financial ‘fat’ that can emerge and accumulate over time, is a media review. It forces recalibration, it’s good practice and some companies even require one periodically as part of their governance routines.
  However, advertising can be expensive when it’s done well, and the market’s blanket expectation t
  
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• The Telegraph on transforming its business to look at readers ‘with a more sympathetic lense’

  05-06-2017 16:08
  
  The Telegraph is currently on a two-year business transformation journey as it looks to attract and retain readers.
  One big aim is to reach younger consumers. And to achieve this, the brand is joining Snapchat’s Discover platform in the UK. The Telegraph will publish a ‘Story’ every day at 5pm, and will increase its frequency before and after the General Election to ensure Snapchatters have access to the latest news as it happens.
  Snapchat users will also be able to subscribe t
  
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• The Telegraph on transforming its business to look at readers ‘with a more sympathetic lens’

  05-06-2017 16:08
  
  The Telegraph is currently on a two-year business transformation journey as it looks to attract and retain readers.
  One big aim is to reach younger consumers. And to achieve this, the brand is joining Snapchat’s Discover platform in the UK. The Telegraph will publish a ‘Story’ every day at 5pm, and will increase its frequency before and after the General Election to ensure Snapchatters have access to the latest news as it happens.
  Snapchat users will also be able to subscribe t
  
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• How The Telegraph is looking at readers through a ‘more sympathetic lense’

  05-06-2017 16:08
  
  The Telegraph is currently on a two-year business transformation journey as it looks to attract and retain readers.
  One big aim is to reach younger consumers. And to achieve this, the brand is joining Snapchat’s Discover platform in the UK. The Telegraph will publish a ‘Story’ every day at 5pm, and will increase its frequency before and after the General Election to ensure Snapchatters have access to the latest news as it happens.
  Snapchat users will also be able to subscribe t
  
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• Make branded content people actually care about on TV and online

  05-06-2017 16:00
  
  The internet is no longer a singular space, it is a place that centres around each user. The online world revolves around choice; catch up TV, options to save videos, swiping and ad blockers mean that users have the choice to look at what they want, when they want.  
  When The Guinness Book of Records first emerged, it was a great piece of content marketing for the beer brand, something innovative and different that people could get involved in. However, the online w
  
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• Conservatives' search bidding soars ahead of election

  05-06-2017 15:34 via campaignlive.co.uk
  
  As the election contest reaches its conclusion, both major parties have increased spend with the aim of influencing voters with Conservatives the biggest spender, finds search intelligence platform Adthena.
  
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• Pete Tong talks music innovation: 'I wouldn’t let the AI make creative decisions for me'

  05-06-2017 15:05
  
  DJ and Radio One presenter Pete Tong has his finger firmly on the pulse of the music industry, most recently sitting as a judge on the Burn Residency event at the Ibiza Music Summit (IMS) where he looked to find, educate and champion the next generation of artists.
  Speaking to The Drum, Tong talked through the innovations shaping the industry, how Spotify and similar services can integrate with good radio, how to best utilise data, streaming payment issues and more.
  Very much a curator and creat
  
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• Pete Tong talks music innovation: 'I wouldn’t let AI make creative decisions for me'

  05-06-2017 15:05
  
  DJ and Radio One presenter Pete Tong has his finger firmly on the pulse of the music industry, most recently sitting as a judge on the Burn Residency event at the Ibiza Music Summit (IMS) where he looked to find, educate and champion the next generation of artists.
  Speaking to The Drum, Tong talked through the innovations shaping the industry, how Spotify and similar services can integrate with good radio, how to best utilise data, streaming payment issues and more.
  Very much a curator and creat
  
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• Delivering on the customer-first experience is increasingly seen as a job for the c-suite to deliver

  05-06-2017 14:23
  
  The importance of delivering customer experiences is increasingly one of the highest priorities for chief executives with customer retention and experience ranking higher than sales and revenue as their primary concern.
  In a recent report by software management company Calabrio, 100% of the 844 UK and US-based business executives including 350 chief executives ranked customer experience as their companies major focus, with only 58% saying the same for sales and revenue. 
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• Ad of the Day: Oreo creates multicoloured freestyling assault course for YouTubers in Facebook promo

  05-06-2017 14:09
  
  Oreo is promoting its latest on pack promotion with a football freestyling Facebook ad, reminiscent of kids' TV challenge shows and created by Gravity Road.
  The spot sees YouTubers Calfreezy and F2Freestylers tackle an Oreo-themed assault course, which features swinging rainbows and clouds, and a cookie-shaped target shoot-out. As the influencers complete the course, they’re treated to an ‘epic’ Oreo dunked in milk.
  The one-minute hero piece – the Dunk and Win Challe
  
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• News UK launches ‘vertical video studio’ in promise of better mobile ads and a shake-up of agency model

  05-06-2017 14:00
  
  News UK has launched a vertical video studio which it believes will improve mobile advertising across the web, not just on its own sites. Such a proposition, industry spectators muse, could pose a threat to traditional agencies if the publisher pitches it right.
  The new vertical video studio, dubbed v-Studio, will sit within News UK’s commercial division The Bridge. The studio will repurpose pre-existing video assets into short-form interactive vertical formats, edits and 360 experiences,
  
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• Independent Influence: Idea Farmer tends the creative soil

  05-06-2017 14:00
  
  People often talk about "brainstorming," as though ideas can be driven out of people's heads in a military-style thinking assault. It's not unusual for corporate brainstorming sessions to take on that sort of atmosphere.
  Josh Beane, CEO and founder of Los Angeles-based Idea Farmer, thinks differently. For Beane and his team, ideas can't be driven or rounded up. Ideas are tiny packets of living potential. They require careful nurturing and room to grow.
  Idea Farmer is an independent, full-service
  
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• Glastonbury to be most shared live event but fan video doesn't threaten BBC's broadcast, says tech partner EE

  05-06-2017 13:23
  
  EE has made the bold claim that Glastonbury festival will be the most shared live event of 2017. As official technology partner, the company expects to handle 33% more 4G data requests than in 2016 thanks to the proliferation of video sharing services on Snapchat, Instagram, Twitter and Facebook.
  In the sports world, the rise of social video threatens TV rights holders; the English Premier League and Wimbledon have looked to clamp down on illegal broadcasts in parti
  
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• Virgin Holidays to be ‘less reliant on sales emails’ in CRM shakeup

  05-06-2017 12:47
  
  Rather than bombard customers with sales emails, Virgin Holidays is introducing more personalised alternatives that won’t chase open rates and click-throughs.
  The shake is gathering momentum going into the peak holiday season. “We [Virgin Holidays] want to be less reliant on trading-focused emails and move to a more customer-centric approach  For example, where the content of the email is dictated by what is relevant and useful to that individual customer at a given moment in ti
  
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• White House social media director tells London mayor Sadiq Khan to ‘wake up’ to terror threat

  05-06-2017 12:37
  
  The White House has waded into a UK security debate sparked by three terrorist atrocities within the space of just three months.
  Taking to Twitter Dan Scavino Jr publicly rebuked London mayor Sadiq Khan over an alleged lack of urgency in responding to the crisis by tweeting for Khan to "wake up" – complete with caps lock and exclamation marks for emphasis.
  In dispute was a critical May 2016 tweet penned by Khan addressed to then presidential hopeful Donald Trump, saying: “Trump's ign
  
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• The National Lottery kicks off human interest ‘Who wins if you win?’ campaign with street cast TVC

  05-06-2017 12:32
  
  The National Lottery has today (5 June) released the first radio and TV ads of its new campaign with AMV BBDO, focusing on real people and their real, “What would you do if you won the lottery?” dreams.
  The new creative work – a TV and a radio spot – falls under the lottery’s new series 'Who wins if you win?'. The ads feature real people who have been street casted discussing what they would do if they won big with Lotto; the first TVC iteration asks "what
  
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• UK gets four nominations on Cannes Lions Innovation shortlist

  05-06-2017 12:30 via campaignlive.co.uk
  
  Albion London, Saatchi & Saatchi London, What3Words and Google Creative Lab London are in the running to win an Innovation Lion this year.
  
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• No, the Fyre Festival debacle did not kill ‘influencer marketing’

  05-06-2017 12:28
  
  If you post about marketing and have writer's block, you can always ponder whether some recent negative news over some marketing tactic will lead to the 'death' of that practice. It's unoriginal and cliched, but people will read it – even though the answer is always no.
  While I was on holiday and giving a talk in Dublin last month on the biggest lies in digital marketing as part of my work as a marketing keynote speaker, Vanessa Friedman used the recent debacle of the Fyre Festival in the
  
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• Behind Diesel's surprising success in Japan

  05-06-2017 12:17 via campaignlive.com
  
  Localization, unusual media placements and a certain amount of controversy are factors that have helped the brand establish its place in one of the world's most advanced fashion markets.
  
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• Sign up to our webinar on how to manage a crisis in the digital age

  05-06-2017 12:15
  
  Join us to hear former director of media at Amnesty International, Susanna Flood, discuss the evolution of crisis communications – from the era of ‘today’s news is tomorrow’s chip paper’ to the forever online world.
  During this webinar on how best to manage a crisis in the digital space, you will learn about:
  • The opportunities and threats created by the cyclical relationship of traditional and social media
  • The role of social listening i
  
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• Grace Blue partners with Flock to drive marketing hires

  05-06-2017 12:05 via campaignlive.co.uk
  
  Recruitment specialists Grace Blue Partnership and marketing consultancy Flock Associates have teamed up to offer a global end-to-end solution for marketing team restructures and recruitment.
  
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• Peroni kicks off Italian heritage campaign with illustrated outdoor ads

  05-06-2017 12:00 via campaignlive.co.uk
  
  Peroni Nastro Azzurro is launching an outdoor campaign, "Italian made", in an effort to ramp its credentials as an example of Italian style.
  
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• Vodka brand Russian Standard pairs up with Cirque du Soleil

  05-06-2017 11:56
  
  Vodka brand Russian Standard has joined the circus after inking a multi-year sponsorship deal with Cirque du Soleil to become the official vodka partner of touring shows across North America.
  The detailed tie-up will see both brands collaborate through on-site activation, co-branded content creation, online media and retail integration in a bid to maximise exposure.
  Leonid Yangarber, CEO of Roust Americas, commented: "We decided to partner with Cirque du Soleil because it's a successful and forw
  
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• Creative Work of the Week: River Island helps Young Epilepsy and Epilepsy Society #ExplainEpilepsy

  05-06-2017 11:50
  
  River Island’s campaign with Young Epilepsy and Epilepsy Society for National Epilepsy Week has won this week’s European Creative Work of the Week title.
  Based on this year’s theme – #ExplainEpilepsy – ‘Everyone Knows Someone’ saw River Island host a roundtable discussion where some of the biggest names in sport, entertainment and blogging opened up about their experiences with the neurological condition – either directly or indirectly. These inclu
  
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• BBDO Singapore wins AIA’s brand ambassador programme in APAC

  05-06-2017 11:22
  
  BBDO Singapore has won insurer AIA Group’s brand ambassador programme in Asia Pacific.
  The agency will lead the strategy and development for the programme, as well as support the creation of a global campaign featuring new global brand ambassador, David Beckham.
  This follows the appointment of a new BBDO chief executive.
   “We are delighted that AIA has given our Singapore team this opportunity," said Jean-Paul Burge, chief executive officer & chairman at BBDO&
  
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• WPP’s Wunderman picks up digital agency The Cocktail

  05-06-2017 11:05
  
  WPP-owned digital agency Wunderman has expanded its reach with the acquisition of Spanish digital consultancy The Cocktail.
  A provider of digital transformation services, the consultancy has grown to manage 250 staff across offices in Mexico and Colombia with big name clients including the likes of El Corte Inglés, BBVA and Real Madrid C.F.
  The takeover will strengthen Wunderman’s Spanish offer while also opening up fresh markets in Europe and South America for its existing marketin
  
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• Creative Works featuring Isobel, Now, Ogilvy & Mather London, BETC Paris and more

  05-06-2017 10:50
  
  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 12 June.
  For project in
  
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• How collaboration between marketing and HR is fuelling career success at GSK

  05-06-2017 10:28
  
  Close collaboration between marketing and HR is helping companies across every sector harness the potential of fresh talent coming into their business.
  In the first instalment of Marketing Week’s ‘A Marketer’s Best Friend’ series, sponsored by Salesforce, Karina Pyne, GlaxoSmithKline’s area respiratory category marketing director for consumer healthcare in Northern Europe, discusses how she and Northern Europe area capability manager Chloe Sharples work togethe
  
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• NFL lifts spirits with relaxation of alcohol advertising ban

  05-06-2017 10:16
  
  The National Football League (NFL) has amended its advertising policy to allow TV commercials for distilled spirits to be aired during the upcoming 2017 season.
  Under revised guidelines the league will permit up to four 30 second spots promoting strong alcohol per match, with no more than two adverts allowed in any one quarter or during the half-time break.
  The move will affect all four of the NFL’s television partners; ESPN, Fox, CBS and NBC – each of whom will also be all
  
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• Fifa chief commercial officer, Philippe Le Floc'h: 'We shall welcome Indian brands into the Fifa Commercial Affiliates team soon'

  05-06-2017 10:05
  
  India is attempting to close the gap when it comes to establishing a global presence in football. Having founded the Indian Super League (ISL) in 2013, India is all set to host the Fifa U-17 World Cup and Indian Sports Minister Vijay Goel mentioned in a recent interview that through the tournament, India would aim to establish that it was the best in organising global events. Despite this however, Indian sponsors are still missing from FIfa's global list of sponsors.&nbs
  
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• Karmarama, HeyHuman and Sunshine to speak at Creative Tech Awards

  05-06-2017 10:03 via campaignlive.co.uk
  
  Lawrence Weber of Karmarama, Dan Machen from HeyHuman, and Mel Exon of The Sunshine Company will deliver keynote talks at the Campaign Tech Awards Night on 12 June.
  
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• Why P&G's new programmatic model is fascinating

  05-06-2017 09:48
  
  Recently P&G announced that it would be making changes to its programmatic tech stack by switching out Audience Science, a long-time partner and early innovator in the programmatic space and switching in a centralised global DMP (via Neustar) alongside a conveyor belt of demand side platforms dependent on their capabilities against a given brief for a given market. You can easily argue the pros and cons of this new approach but why this move is so fascinating (at least to me!) is t
  
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• Ebay takes fight to Amazon with latest online shopping salvo

  05-06-2017 09:40
  
  Ebay has taken a pot shot at its larger online shopping rival, Amazon, by launching a television advert highlighting the ‘fun’ nature of shopping via its portal as opposed to the one-click purchases of the market leader.
  A television ad which premiered over the weekend seeks to communicate that message by positioning eBay as a destination for the things you want as opposed to the things you need, part of a branding exercise that has also seen the auction house's homepage given a make
  
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• Uber, HSBC and Pinterest: Everything that matters this morning

  05-06-2017 09:04
  
  Uber fires 20 staff after harassment investigation
  Uber has fired more than 20 people following its investigation into sexual harassment, bullying and issues of poor company culture. The news follows yesterdays announcement that it had hired a Harvard Business School professor to help transform the troubled car-hailing company. 
  The transport company has been under fire over a series of controversies, including its treatment of women after a former employee wrote a blog post about her
  
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• Topshop, WPP, Facebook: Everything that matters this morning

  05-06-2017 09:04
  
  Topshop owner sees profits plummet 79%
  Profits across Sir Philip Green’s retail empire fell 79% last year as the Arcadia Group was hit by the collapse of BHS and tough trading conditions.
  According to a report filed with Companies House by Taveta Investments, the holding company of Arcadia, pre-tax profits for the year to 27 August 2016 fell to £36.8m, down from £172.2m in 2015.
  Sales across the Arcadia Group, which spans Topshop, Miss Selfridge, Burton, Evans, Wallis and
  
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• Lidl, Uber and British Airways: Everything that matters this morning

  05-06-2017 09:04
  
  Lidl announces fashion line with Heidi KlumLidl UK has today announced its first ever collaboration with former model and “fashion icon” Heidi Klum. Heidi’s new fashion collection will be available exclusively at Lidl and will launch across its network of over 650 stores nationwide later this year.
  The grocer says Heidi Klum designed a “high-end, yet affordable” fashion collection for Lidl, aiming to make the range accessible for everyone. The collection will
  
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• General Election, Coke Zero, Facebook: Everything that matters this morning

  05-06-2017 09:04
  
  UK on course for a hung parliament
  Theresa May’s decision to call an election in an attempt to strengthen her parliamentary majority has backfired. At the time of writing, the Conservatives had 311 seats, 15 short of the number required for a majority, while Labour had 360, an increase of 31. The Liberal Democrats have also made gains, while the SNP has fallen back in Scotland.
  Currently, things are so finely poised that no one party looks likely to be able to form a majority, with the Con
  
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