Marketing news

• US Creative Work of the Week: Weber Shandwick unboxes a big surprise

  14-06-2017 22:04
  
  The children in the 'Biggest Unboxing Surprise EVER!!' video series don't get what they bargained for. In fact, they get a pretty tough but enlightening life lesson.
  In the series, three unsuspecting children unbox what they think are the latest and greatest toys. But when the contents are revealed – a positive pregnancy test, an ammunition belt and a pick axe with rubble – the children are shocked and confused.
  Released to commemorate International Children&rsquo
  
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• Ikea is creating limited edition ‘scents’ with perfume brand Byredo

  14-06-2017 21:53
  
  Ikea’s next foray into the home decor space will involve a number of scents created in partnership with Swedish perfume brand Byredo.
  In a post that’s light on details, the global home furnishings giant said that the company is pairing up with Byredo founder Ben Gorham to explore new ways of bringing scent into homes everywhere.
  “I know most people have associations of visiting their grandmother’s house – whether it’s her perfume or the flowers or her coo
  
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• Amazon, ESI Media, Hearst and Telegraph join IAB's Digital Upfronts as partners

  14-06-2017 20:44 via campaignlive.co.uk
  
  Amazon, ESI Media, Hearst and The Telegraph are the four newest partners to sign up for IAB's Digital Upfronts this year.
  
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• “Be a constant student”: Beyond the Brief, featuring Katrina Busch

  14-06-2017 20:41
  
  Fulfilling her dream of running an agency had been a full circle moment for Roberts Communications president Katrina Busch. Holding the post of the Rochester, NY-based agency since 2014 has Busch in charge of an entire roster of local and national clients, including D3 Communications, M&T Bank, Xerox and Philips.
  Not a big deal, when she’s spent the previous decade leading many of the agency’s B2C and B2B services. The agency’s first female president is leading Roberts to t
  
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• Bing Ads pilots Custom Audiences with Adobe

  14-06-2017 20:15
  
  To help advertisers use more customer data to target users with personalized offers, Microsoft announced a pilot of Custom Audiences, a type of remarketing list generated using a brand’s own customer data to create richer user segments.
  When a brand’s data platform manager (DMP) connects to this Custom Audiences feature, it can import its Custom Audiences segments into Bing Ads for search remarketing.
  Adobe said Adobe Audience Manager is the first DMP to integrate. Microsof
  
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• FC Barcelona Foundation and UNHCR together launch the #SignandPass campaign

  14-06-2017 19:54
  
  Amidst growing refugee problems,  FC Barcelona Foundation and UNHCR, the UN Refugee Agency have come together to help the refugee children by launching the #SignAndPass campaign. The campaign with the support of key players of the football club, marks a new and important step forward in cooperation between the two organizations.
  Lionel Messi who also pledged support through a video said, “I am proud to be part of this important initiative in favour of refugees and hope it will help ch
  
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• Amazon teams with Outfront Media and Rapport for largest Times Square advertising installment ever

  14-06-2017 19:17
  
  At nearly 80 feet high, the new Amazon Echo towering over Times Square is the largest advertising installment ever in the Square, breaking the record held by Pepsi from the 1940s.
  As part of a groundbreaking advertising campaign for Amazon Music, Outfront Media Inc., one of the largest out-of-home media companies in North America, and Rapport, the out-of-home media buying and planning agency of IPG Mediabrands, today (June 14) unveiled the 79-foot-tall Amazon Echo replica in New York City’
  
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• What techniques should agencies use to appeal to brands?

  14-06-2017 17:51
  
  Often seen as a dark art – and certainly with its (unfair) amount of negative press – the skill of reaching out to brands to drum up some shiny, prime new leads has never felt more relevant to agencies looking to grow in an increasingly competitive landscape.
  But where to start? While language, tone, time of day, length and the case studies you share are all important factors, a recent study with senior figures in the brand world exploring how agencies can influence brand's purchasin
  
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• Procurement needs to trust marketing more, says Mondelēz

  14-06-2017 17:36
  
  Procurement departments need to stop trying to get in the middle of marketers’ relationships with their agencies and instead trust them to make the right decisions, according to Paul Smith, senior director of global marketing and sales procurement at Mondelēz.
  Speaking at the ProcureCon Marketing conference in London yesterday (13 June), Smith said procurement has a role to play in motivating both marketers and agencies to do the best work. But that it “cannot get involved in ev
  
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• Withnail & I and Logan star Richard E. Grant on the secrets of storytelling

  14-06-2017 17:33
  
  Eclectic experiences can yield a most interesting and fascinating career. Indeed, Richard E. Grant embodies an ethos that embraces those experiences and has seen, in an array of mediums, what truly makes a great story in our latest installment of What's the Story?
  Well-known for the title role in the classic Withnail & I — and most recently starring as  Dr. Zander Rice in the wildly successful film, Logan — the actor, screenwriter, director and perfumier places a great premi
  
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• Michael Bay directs Maaco commercial touting the latest Transformers movie

  14-06-2017 17:27
  
  When famed director Michael Bay says he wants to direct your commercial, it’s best to let him. That’s what happened with the latest spot for Maaco, the auto paint company.
  To celebrate Maaco’s 45th anniversary, and to reach a new generation of millennial-aged customers, the company launched a national partnership with Paramount’s ‘Transformers: The Last Knight'.
  Bay saw the concept for the spot from the Tombras Group and decided it would be a good one for him to dir
  
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• Nick Hugh appointed Telegraph CEO just six months after joining as operating lead

  14-06-2017 17:18
  
  Telegraph Media Group (TMG) has promoted Nick Hugh, the company's chief operating officer of less than six months, to the role of chief executive, as Murdoch MacLennan moves into a deputy chairman role.
  Hugh joined the Telegraph in January this year as the publisher's first ever chief operating officer, a role that has seen him assume responsibility for all TMG's revenue streams and commercial operations.
  It is not yet known if the publisher will be replacing his role as chief operating off
  
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• Come fly with me: a glance at the travel sector

  14-06-2017 17:17
  
  At the time of writing, I am daydreaming about my upcoming holiday to San Sebastian. I am not procrastinating about Ryanair and their Brexit bargain sale that immediately made me rinse my bank account, but the roof terrace Airbnb myself and a friend booked, chilling in the sun with some good old Sangria and some pinxtos.
  There is a stark difference between these brands. One, a clunky in-your-face airline, and the other, a modern, dreamy and cultured economy driver.
  The travel industry is changin
  
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• US Creative Works: Featuring HP, The Martin Agency, Y&R New York and more

  14-06-2017 16:47
  
  Welcome to The Drum's US Creative Works in partnership with Workfront.
  As always, this section is dedicated to showing the best creative work in North & South America and gives you, the reader, the chance to decide which work we feature as our US 'Creative Work of the Week.’
  For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.
  To vote for your favo
  
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• M&S: Stop trying to understand customers through the lens of the brand

  14-06-2017 16:22
  
  Businesses need to start looking at how customers view their brand rather than trying to understand customers by looking at them through the lens of their brand, according to Marks & Spencer’s (M&S) global director of loyalty, customer insight and analytics, Nathan Ansell.
  “All businesses, not just businesses like M&S, have a tendency to view the world from the business outwards,” he said.
  “You might hear people talking internally about a menswear customer or
  
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• Intermarketing Agency brews up its own beer brand

  14-06-2017 16:19
  
  Leeds based Intermarketing Agency has gone one step further than working with a brewery: it’s made its own beer. Can Do Positively Pilsner is brewed by Legitimate Industries, a client of the Leeds-based global agency. It’s available in four different can designs, representing each of Intermarketing’s four offices in Leeds, London, Amsterdam and Sydney.   The beer was launched on the back of an internal competition challenging the creative agency’s 190-
  
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• World’s largest advertising companies put their differences aside for the Common Future

  14-06-2017 16:00
  
  To help the United Nations tackle issues like poverty, climate change and inequality, the six largest advertising holding companies in the world along with independent advertising agency Wieden+Kennedy have joined forces. They will be lending personnel and expertise to develop a campaign to confront some of the world’s biggest problems.
  In fact, on Wednesday (June 14), the Common Ground alliance launched the Common Future Project, an initiative aimed at driving awareness and action specifi
  
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• Herbalife appoints Media Agency Group to deliver multichannel ad campaigns

  14-06-2017 15:47
  
  Weight-loss and nutrition specialist Herbalife has appointed Media Agency Group (MAG) to coordinate a series of UK-based advertising campaigns across a range of media formats.
  Activity has already commenced with an initial multimedia advertising campaign across the UK and Northern Ireland, encompassing a nationwide digital and traditional media strategy, targeting both existing Herbalife members and prospective new customers.
  Herbalife creates products and programmes that offer support with
  
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• Hyundai pushes mobile first car buying further with new car configurator

  14-06-2017 15:42
  
  Automotive brand Hyundai is continuing to push innovation in the car buying sector with the launch of its new car configurator, which builds further on it previous ‘Click to Buy’ technology.
  The Hyundai online configurator enables potential new car buyers to fully configure their new vehicle from their mobile, tablet or desktop and fast track that purchase directly through to making a purchase. The new tech is seamlessly integrated into the Click to Buy ecommerce platform and is buil
  
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• Campaign and GoDaddy reveal winners of Cannes Lions competition to #CampaignforEquality

  14-06-2017 15:28 via campaignlive.co.uk
  
  The winners of the GoDaddyScholarship for Women in Technology, in association with Campaign, have been revealed.
  
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• Nike, Knorr & Shell: The Top 10 Cannes YouTube ads

  14-06-2017 15:12
  
  In preparation for Cannes Lions 2017, YouTube has released a special addition of its Top 10 YouTube ads. The ads celebrate the most popular global video ads since last year’s festival.
  Hyundai, Samsung and Class of Clans all return to the ranking, while Knorr, Shell, Purple, Cricket Wireless, Budweiser and Kia are new entries.
  The formula for success for this year’s winners includes heartwarming messages and star power, with Knorr, Hyundai and Budweiser’s ads all tug
  
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• Instagram wants to ‘bring transparency’ to influencer and brand content deals with fresh set of tools

  14-06-2017 15:01
  
  Instagram has unveiled a number of new features that will allow influencers to clearly signpost paid for content and share campaign metrics directly with brands, in a move to “increase transparency across the board".
  The first tool, which is being described as a ‘paid partnership’ tag, is rolling out to a select number of global creators – ie influencers, publishers and business pages – over the coming weeks.
  The feature is designed to help content creators com
  
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• Haymarket evolves flagship Campaign brand to meet needs of new breed of creative marketers

  14-06-2017 15:00 via campaignlive.co.uk
  
  Haymarket Media Group, the international media and events company, has today announced that its iconic media and marketing magazine brand, Campaign, is to change its print frequency from weekly to monthly, ahead of the unveiling of a brand new print concept for the title, set to launch in September 2017.
  
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• Marketers need to steer brands towards more trusted media platforms to prevent consumer backlash

  14-06-2017 14:59
  
  Unsuspecting brands who find their ads on offensive websites or untrustworthy news sites are increasingly looking to marketers and ad agencies to be more vigilant as their concern over the integrity of the content environment persists. The importance of being in tune with ones client and their brand is highlighted today with the publication of a survey by the CMO Council, in partnership with Dow Jones, of 2,000 consumers who say they are willing to “vote with their feet” an
  
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• Instagram tries to make it clearer when posts are sponsored by brands

  14-06-2017 14:58
  
  Instagram is introducing a new tagging tool for influencers and brands in a bid to boost transparency.
  Starting from today (14 June), Instagram users will begin to see a ‘paid partner with’ tag on posts and stories in which creators have worked with a third party.
  This update will “boost transparency and authenticity” so an Instagram user, for example, will be able to identify whether someone like Kim Kardashian is posting a personal image or actually endorsing a product.
  
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• Vice appoints Facebook exec Rob Newlan to lead its creative agency Virtue Worldwide in EMEA region

  14-06-2017 14:45
  
  Vice is looking to power up its creative offering by hiring Rob Newlan to the position of chief executive EMEA of its Virtue Worldwide creative agency.
  Newlan, formerly EMEA regional director of Facebook, will lead operations across the agency’s 18 European offices and will also spearhead its launch in the Middle East and India.
  Newlan will report to Matt Elek, chief executive of Vice Media, EMEA. On the appointment Elek, said: “Rob is one of the sharpest minds and innately crea
  
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• Venetia Scott named fashion director of British Vogue, editor Edward Enninful’s first hire

  14-06-2017 14:37
  
  Ahead of his arrival at the helm of British Vogue, Edward Enninful has made his first hire in Venetia Scott, stylist and fashion photographer, who becomes fashion director of the magazine.
  Scott replaces Lucinda Chambers, who leaves the fashion bible next month after 36 years. She will take up the role on 10 July, while Enninful will start in the role of editor-in-chief in August.
  Scott began her career at British Vogue as assistant to Grace Coddington, before cementing her status as a stylist w
  
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• Going tabloid: what’s the real driver behind the Guardian’s format change?

  14-06-2017 14:09
  
  The publishing group that owns the Guardian and the Observer has suggested that the proposed switch to a tabloid format early next year is as much about protecting quality journalism as it is about reducing costs. But can this be true?
  The loss-making Guardian Media Group is part way through a three-year transformation programme, which is aiming to balance the books by 2019. Clearly, cost reduction is a primary motivator for the changes. However, when announcing plans to change the format of its
  
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• Why travel brands have to think fashion

  14-06-2017 13:59
  
  My heart often sinks when I get out my iPad to research my next holiday. Yes, it’s exciting and fun to decide where to go and what to do, but the endless comparisons and debate with my husband, and the worry that we might be paying over the odds is, frankly, wearing.
  Finding the perfect holiday for your budget and aspirations is a lot of work and stress - on average 30 hours spread over five weeks. Add in the holiday itself and this is a significant investment of time and emotion in o
  
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• Just Eat's Dawe is named Marketing Leader of the Year

  14-06-2017 13:52 via campaignlive.co.uk
  
  Barnaby Dawe, global chief marketing officer at Just Eat, has been named The Marketing Society Marketing Leader of the Year for 2017.
  
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• AMV CEO Pearman takes TBWA Asia president role

  14-06-2017 13:49 via campaignlive.co.uk
  
  Ian Pearman, chief executive of Abbott Mead Vickers BBDO, is moving to Singapore to be president of TBWA Asia as Cilla Snowball returns to run AMV.
  
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• Starbucks kicks off EMEA ad contest

  14-06-2017 13:45 via campaignlive.co.uk
  
  Starbucks is on the hunt for an agency to handle creative duties across EMEA for the first time.
  
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• Short-term ad strategies harming effectiveness

  14-06-2017 13:19 via campaignlive.co.uk
  
  Marketers are either deluding themselves or are unaware that short-term strategies undermine long-term success, a report commissioned by the IPA has found.
  
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• Netflix’s Black Mirror adapts to a high-tech 'paper' format

  14-06-2017 13:12
  
  Video streaming company Netflix is switching up its formats, with one of its leading original series, Black Mirror, set to be released as a book.
  Series creator Charlie Brooker announced that the prophetic series documenting the dangers of tech and the twisted psyche of humanity, will be released in "high-tech 'paper' format".
  Three books are scheduled for release, the first of which will release February 2018, each tapping “the imaginations of some of the leading names in contemporary fic
  
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• Centre for Fashion Enterprise engage Rooster Punk to help fashion entrepreneurs compete on stories

  14-06-2017 13:12
  
  Centre for Fashion Enterprise (CFE) has appointed Rooster Punk to support their aspiring fashion talent in growing their small businesses.
  CFE is the pioneering fashion and fashion tech business incubator, whose purpose is to fast-track designers and entrepreneurs into successful businesses. CFE work with designers to transform creative talent into extraordinary businesses by providing programmes to understand their USP and vision and facilitate innovation. By implementing business strategy for
  
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• Why I (AI) would make a better judge at Cannes

  14-06-2017 12:48
  
  With the upcoming Cannes Lions approaching, it seems that the Lion is to be “tamed” in many ways this year. Over the past years, the festival has drawn criticism for bouts of controversy, ranging from accusations of gender bias, overrepresentation by the West, and even the questionable behaviour of attendees.
  One of the biggest areas for improvement however, does seem to be judging. Gender bias aside, which is being addressed this year, with 43% of the panel being made up o
  
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• Advertisers flee NBC over Megyn Kelly’s Alex Jones interview

  14-06-2017 12:34
  
  NBC anchor Megyn Kelly has been criticized for her decision to interview Infowars conspiracy theorist Alex Jones, an infamous right-wing commentator who, among his other salacious accolades, claimed that the Sandy Hook massacre in 2012 was a hoax.
  Among his critics are the parents and family of the 28 fatalities who are understandably distressed by the commentator’s claims that no one died at the school. Advertisers are taking a more proactive stance to the content their promos are running
  
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• Virgin Media signs up to Sky AdSmart as rivals unite on addressable TV

  14-06-2017 12:29 via campaignlive.co.uk
  
  Advertisers will be able to use Sky's AdSmart to target Virgin Media's TV viewers after the rival platforms agreed a long-anticipated deal.
  
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• Buhlmann warns of global 'caution' as Dentsu Aegis forecasts slowing ad market

  14-06-2017 12:25 via campaignlive.co.uk
  
  Dentsu Aegis Network has warned of "caution" among advertisers as it downgraded its growth forecast for the global ad market to 3.8% this year.
  
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• Airbnb aims to dominate the Indian market as it agrees ties with Maharashtra government

  14-06-2017 12:23
  
  Airbnb and Maharashtra Tourism Development Corporation (MTDC) have inked a deal where MTDC homestays will be listed on the platform. This is Airbnb's third partnership with a state government in India after Gujarat and Andhra Pradesh.
  According to Indian Ministry of Tourism, India registered an 11% year-on-year increase in foreign tourist arrivals (FTAs) during in 2016 with as many as 9 million tourists visiting the country, excluding visits by non-resident Indians. 
   In March, Airbnb&
  
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• A feminist guide to Cannes Lions 2017

  14-06-2017 12:06
  
  If you are lucky enough to have a delegate badge for the Cannes Lions Festival of Creativity, you have hundreds of official seminars and talks (not to mention the fringe festival) fighting for your attention, in addition to the all-important award shows.
  The Cannes Lions team keeps making real progress toward gender equality in their selection of judges. In 2017, 43% of the juries are women. This marks an increase from 40% on 2016 and over double the 21% five years ago in 2012. Well done to Lion
  
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• Apple forges ahead with self-driving car dream as Google-linked Waymo takes a back seat

  14-06-2017 11:56
  
  Apple’s Tim Cook has confirmed the company is developing ‘autonomous systems’ capable of operating self-driving car, signaling that the tech giants autonomous vehicle dream remains on course just as Google-backed Waymo bows out.
  Until now Apple’s driverless car venture has been shrouded in secrecy but in lifting the veil Cook described how Apple is funneling resources into the ‘mother of all AI projects’ although he remains tightlipped as to whether an iCar is
  
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• Return bolsters senior team with appointment of Stephen Murphy

  14-06-2017 11:37
  
  Manchester based agency, Return, has appointed Stephen Murphy as client services director. Murphy joins after spending time at Latitude and McCann Manchester, with direct campaign experience across the fitness, travel, gaming, healthcare, retail, finance and insurance sectors.
  With experience working with brands such as Tesco Bank, BetVictor and Post Office, Murphy will join Return to focus on developing the proposition, delivery and growth of the business.
  Murphy comments on the appointment: &l
  
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• Anomaly on track with inaugural Virgin Trains campaign

  14-06-2017 11:11
  
  Virgin Trains has aired two new television commercials as part of a joint integrated campaign which aims to highlight the comfort and convenience of rail travel over other means of transport.
  It is the first campaign to be produced by Anomaly since its appointment as the rail firm’s new creative agency in February, adopting a different tone from previous campaigns by focusing on the wit and humour of the Virgin brand.
  Both commercials focus on the character Valerie who must decide between
  
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• Watch the Drone Racing League's London launch: ‘a science fiction movie brought to life' (with sponsorship potential)

  14-06-2017 11:04
  
  The Drum touched down with the Drone Racing League in London to investigate the launch of the Allianz World Championship 2017 at the Alexandra Palace.
  The modern sport embracing cutting edge drone tech, which is attracting sponsors and broadcasters at pace, launched its new championship yesterday (13 June).
  Nick Horbaczewski, founder and chief executive, told The Drum: “Drone Racing League is a very interesting opportunity in sports sponsorship. One of the things I love about DRL is that p
  
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• Isobar and Mudah.my launch campaign to turn goodbyes into good buys

  14-06-2017 10:45
  
  Isobar and Malaysian online marketplace Mudah.my have teamed up to launch #GoodByeGoodBuy campaign for Hari Raya.
  The video centres around a young Malaysian looking to sell off some of his old possessions to earn money for a new purchase, which will enable him return to his hometown for the festive season.
  The campaign also launched a microsite for users to write ‘break-up letters’ to the items they wish to sell. The platform looks to inject fun into selling the pre-loved i
  
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• Purple Parking engages with click consult for search marketing strategy

  14-06-2017 10:43
  
  Airport parking specialist Purple Parking has appointed Cheshire search marketing agency Click Consult to deliver an integrated online marketing strategy.
  The UK’s largest off airport car park operator, Purple Parking has held the 'Park Mark' Safer Parking award 1992. This is an accreditation given to car parks that have been vetted by the police and have security measures in place to create a safe environment for vehicles and drivers.
  Matt Bullas, founder and chief executive officer of Cl
  
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• Agencies go on counter-attack over 'conflicts' in media auditing

  14-06-2017 10:39 via campaignlive.co.uk
  
  Media agencies have gone on the counter-attack in the transparency debate, demanding advertisers and auditors address potential "conflicts of interest" over media auditing.
  
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• Nike’s The Switch beats Knorr and Clash of Clans to top YouTube’s global leaderboard of most-watched ads

  14-06-2017 10:32
  
  Ahead of next week’s Cannes Lions, YouTube has compiled its definitive list of the most-watched ads on the platform since last year’s festival, naming a star-studded spot by Nike Football as this year’s number one.
  The Switch, a five-minute long film created by Wieden+Kennedy with media from Mindshare, was published in June 2016 and has since racked up more than 65m views. Its success could be put down to its year-long stint on YouTube, but comedic performances from the likes o
  
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• Facebook to ply news subscriptions to appease publishers

  14-06-2017 10:24
  
  Facebook is maneuvering to monetise publishers' news content on the social network in order to incentivise them to continue championing the platform.
  The Times is quoting multiple sources in the company, claiming that the company is looking to reward publishers who make use of the platform, and is looking to placate many by offering
  While the performance of the company’s native, fast-load Instant Articles is reportedly less than exemplary, it could be argued that Facebook is an important p
  
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