Marketing news

• With 1.5bn viewers in tow, YouTube focuses on live TV, original content and VR

  23-06-2017 21:53
  
  After launching in the “largest US markets” earlier this year, YouTube TV, the $35-a-month service that allows users to stream live TV from ABC, CBS, FOX, NBC, ESPN and cable networks and record without storage limits, is expanding to ten US markets in a few weeks. These markets include: Dallas-Fort Worth, Washington DC, Houston, Atlanta, Phoenix, Detroit, Minneapolis-St. Paul, Miami-Fort Lauderdale, Orlando-Daytona Beach-Melbourne and Charlotte.
  YouTube chief executive Sus
  
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• Google says it will stop mining Gmail for ad personalization

  23-06-2017 20:44
  
  At some point later this year, Google said it will stop using information found in Gmail inboxes as input for ad personalization.
  Until now, Google has scanned the emails of the users of its free Gmail service to better target ads to them.
  “Consumer Gmail content will not be used or scanned for any ads personalization after this change,” wrote Google Cloud senior vice president Diane Greene in a blog post. “This decision brings Gmail ads in line with how we personalize ads for
  
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• Doom Bar celebrates British and Irish Lions fixture against the All Blacks by recreating historic 1924 fixture

  23-06-2017 19:08
  
  As the British and Irish Lions prepare for their biggest test yet against the All Blacks, their official beer partner Doom Bar is showing its natural affinity with sport by creating unique rugby experiences for fans who couldn't travel to New Zealand for the Tour.
  The British & Irish Lions Tour is a unique moment in the global sporting calendar and tomorrow morning- UK time- marks the Lions’ most anticipated fixture on their journey when they take on the All Blacks in Auckland.
  Wi
  
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• Outbrain bleeds 4% of workforce in programmatic refocus

  23-06-2017 18:45
  
  Outbrain, a content delivery network that integrates with publisher websites to reroute readers through sponsored stories, is cutting 4% of its work in a refocus on automated media trading, rather than editorial tools, according to the Wall Street Journal.
  As an isolated incident, a 4% drop in its 600 person workforce can be shrugged off, however contextualized within fluctuations in the wider adtech industry sector, there could be a wider problem with current models.
  Earlier in the year, Adform
  
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• Rules of engagement: the modern day travel influencer

  23-06-2017 18:39
  
  Travel bloggers have fast become more influential than review websites for those looking to escape to dreamy beaches and buzzing cities. The Drum Network asked some of our members and some travel industry marketers: how can marketers tap into the vast array of high profile bloggers without discrediting their authenticity with sponsored content?
  Will Weeks, head of content, Contiki
  Credibility is based on how bloggers engage with and are perceived by their audiences, so how marketers research and
  
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• PulsePoint at Cannes Lions Health: ‘Health data is the new oxygen’

  23-06-2017 18:23
  
  The healthcare industry is constantly innovating with new technologies but has it kept up with the pace of digital marketing? For SVP/GM of digital solutions at PulsePoint, Chris Neuner, while healthcare marketers need to be educated on the use of data and technology, he’s seen some positive impact on the industry.
  “Digital marketing has impacted the health industry by being able to find that needle in the haystack. It’s been able to find specific patient populations where some
  
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• With the advent of AI and voice activated technology, marketers still struggling to create content that performs

  23-06-2017 17:30
  
  With 50% of all consumers expecting to use AI and voice-activated technology in the coming years, B2B and B2C marketers  must be preparing to adopt new technologies and content development strategies in a post mobile world, that includes voice search, artificial intelligence (AI) and holistic strategies that integrate SEO, SEM, social media and content marketing.
  "Marketers looking to prepare to merge into an AI–first world are going to need to begin by making sure they have the same
  
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• Business on the Move: Samsung, Audi, National Trust and more

  23-06-2017 17:30
  
  Samsung has appointed Wunderman to lead its customer relationship management (CRM) and loyalty marketing across Europe as the brand looks to drive better customer experiences following a turbulent 2016.
  The agency will be responsible for strategy, communications, campaign management and development of the brand's CRM and loyalty activity. Wunderman will be tasked with delivering a regional strategy to be deployed across 17 local markets spanning over 30 different countries.
  FAW Audi&nb
  
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• With the advent of AI and voice activated technology, marketers still struggling to create content that peforms

  23-06-2017 17:26
  
  With 50% of all consumers expecting to use AI and voice-activated technology in the coming years, B2B and B2C marketers  must be preparing to adopt new technologies and content development strategies in a post mobile world, that includes voice search, artificial intelligence (AI) and holistic strategies that integrate SEO, SEM, social media and content marketing.
  "Marketers looking to prepare to merge into an AI–first world are going to need to begin by making sure they have the same
  
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• Danone on why it’s repositioning as a ‘manifesto brand’

  23-06-2017 17:10
  
  Danone is aiming to develop a portfolio of “manifesto brands” that reflect the company’s commitment to deliver a positive food future.
  The French diary giant, which spans a stable of brands including Activia yoghurt and Evian mineral water, is using its new One Planet, One Health positioning to communicate the company’s desire to help consumers make healthier choices.
  The business is embracing what it sees as a revolution among consumers to reclaim their connection with f
  
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• Hotpoint issues apology after one of its appliances found to start Grenfell Tower fire

  23-06-2017 17:07
  
  Kitchen appliance company Hotpoint has offered “profound condolences” to the survivors of the Grenfell Tower fire, an incident that killed upwards of 79 people in a blaze originating with one of its fridge freezers.
  Although a series of variables remain under investigation, such as the lack of sprinklers in the tower and the seemingly flammable construction materials, the initial source of the fire was deemed by authorities to be a Hotpoint fridge-freezer.
  The Guardian quotes a spoke
  
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• People on the move: Featuring Gyro, Be Heard, Futurice and more

  23-06-2017 16:50
  
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below.
   
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  Weetabix
  Weetabix UK and Ireland has bolstered its team with the appointment of Claire Cantry as head of innovation. 
  Joining four years ago as senior brand manager, Cantry will now be responsible for delivering this year’s new product development&n
  
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• ‘Madison Avenue romance’ around creativity holds ad industry back, according to R/GA and Facebook

  23-06-2017 16:47
  
  Sentimentality towards creativity is hindering the advertising industry's progress, according to R/GA’s global chief creative officer Nick Law.
  Discussing the topic of agile creativity at a session during Cannes Lions Festival of Creativity earlier this week, Law said:
  “There’s a romance in Madison Avenue around the industry that prevents it from stepping forward. This idea that we figured it all out in the creative revolution in the early 60s and that we are going to keep hamm
  
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• What Intel’s Olympic sponsorship says about the future of marketing around the Games

  23-06-2017 16:32
  
  Long-running Olympics sponsor McDonald's ended its partnership with the IOC in a surprise move last week only to be swiftly replaced by Intel. But, on closer inspection, was it an inevitability given the shifting nature of sports sponsorship? 
  It’s no secret that the Rio Olympics failed to generate the kind of return brands had hoped for from the first ever South American Games, promoting sponsors to reconsider their place atop the pinnacle of sport. The recent swap between McDon
  
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• Email marketing up 83% since 2015 as B2B marketing grows by 200%

  23-06-2017 16:15
  
  Never underestimate the power of email - a cornerstone for both traditional marketing and consumer-facing market strategies that has seen an  83% growth in B2B and B2C markets since 2015. According to new research released by Salesforce, who polled 3,500 global marketing leaders, at either a manger level or higher position for its fourth annual State of Marketing report, email experienced the largest surge in consumer-facing marketing programs, with email use by B2C marketers rising 10
  
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• L’Oréal prioritises voice search as AR struggles to ‘ramp up’

  23-06-2017 16:03
  
  L’Oréal is focusing its digital efforts on voice search, as it admits augmented reality has not “ramped up” as much as it anticipated and that it struggles to measure ROI on some of its digital activity.
  The company has been on a journey to accelerate digital transformation over the last five years, after it recognised it needed to do more to keep up. Three years ago it appointed its first chief digital officer for the group, with Lubomira Rochet in charge of leading tha
  
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• Today's Cannes takeaways: has the festival really lost its creative heart?

  23-06-2017 15:57 via campaignlive.co.uk
  
  Campaign's daily round-up of the key things to know from the Cannes International Festival of Creativity.
  
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• Microsoft’s Kathleen Hall: Marketing should be about simplification and distillation

  23-06-2017 15:57
  
  The sheer volume of data available today can be a distraction to marketers, according to Microsoft’s corporate vice-president of brand, advertising and research Kathleen Hall.
  Speaking to Marketing Week at the Cannes Lions Festival this week, she says it can lead people to think “marketing is about science rather than intuition and creativity”.
  In the video above she shares this and other views on leadership and the progress the industry has made in terms of giving women a
  
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• Tennent's tackles life's most pressing question - Will it Fry?

  23-06-2017 15:56
  
  Tennent’s latest marketing drive has it playing on its Scottish tinted humour by asking what it asserts is one of life’s most pressing questions 'Will it fry?' in a new web miniseries.
  Inspired by the viral YouTube show ‘Will it Blend’, Tennent’s has created its own version of the show titled ‘Will it Fry’ and has applied a distinctive gallus twist to the new branded content series.
  It stars Glaswegian comedian Gary Little, referred to as The F
  
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• Tragicomic KFC campaign wins Radio Grand Prix for Ogilvy Johannesburg

  23-06-2017 15:54 via campaignlive.co.uk
  
  Ogilvy & Mather Johannesburg have won the top prize in the radio category at this year's Cannes Lions for a trio of ads lamenting KFC's decision to take its Double Down burger off the market.
  
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• Looking in the rear view mirror: Advice I would give to my 21-year-old self

  23-06-2017 15:50
  
  You’ve heard people say, ‘If I knew then what I know now, I would’ve avoided a lot of mistakes.’ Looking in the rear view mirror, we’d all be more successful, but the notion of starting my career with a crystal ball fascinates me. 
  As a quick background, I am an ad brat; my father started our agency in 1964. He wouldn’t allow me to join the family business right out of college, so I worked in NYC, mostly at Ogilvy & Mather, writing copy for global bra
  
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• Santander and TfL celebrate Pride with rainbow design bikes

  23-06-2017 15:37
  
  Santander and Transport for London (TfL) are celebrating Pride by transforming parts of the transport network with a new rainbow design to show support for the LGBT+ community.
  Over 50 bikes have been decorated with a bold rainbow livery on their rear mudguards while a #LoveisLove design can also be seen above the Oxford Street entrance of Tottenham Court Road station in the city centre.
  “London is a city that has long championed diversity and inclusion. We are really excited to
  
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• The Drum's DADI Awards are open for entries and looking for the best in digital excellence

  23-06-2017 15:29
  
  The DADI Awards has been recognising and rewarding the very best in digital for over 10 years and has grown year on year to become the flagship awards for the digitally minded.
  With only a month to go until the entry deadline (21 July), the sell-out event recognises and rewards digital excellence across the whole of the UK.
  In 2016, digital ad spend increased by 17% and reached £10.3bn, making it the fastest growth rate for the industry in nine years.
  Along with transparency and viewabilit
  
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• Mediavest Spark’s chief content officer on revamping content strategy

  23-06-2017 15:21
  
  Consumers want brands to connect with them in less-intrusive ways – which is why having a content strategy is so important, according to Eric Levin, chief content officer at Mediavest Spark.
  Speaking in the final instalment of a five-part video series at Cannes Lions, in association with Publicis, Levin reveals how brands can build “better content programs” if they start from the right foundation.
  “Brands are constantly looking for ways to connect the dots along the consu
  
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• Chris Garbutt and TBWA's disruption

  23-06-2017 15:20 via campaignlive.com
  
  How an unassuming art director from South Africa is helping TBWA get its swagger back.
  
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• Bacardi gives Snapchatters the rock star treatment through music video lens with Major Lazer

  23-06-2017 15:17
  
  Barcadi has rolled out a new Snapchat campaign that allows users to star in a uniquely produced music video, soundtracked by the brand’s cultural partners Major Lazer.
  Bacardi, which announced a year-long partnership with the musical trio in January, has rolled out two custom Snapchat lenses that can be unlocked by scanning Snapcodes on the brand’s Facebook or Instagram. Each put the users in a glam music video experience and feature snippets of Major Lazer’s Front of the Line.
  
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• Proof that diversity makes a difference to the creative sector - Mario Testino at Cannes

  23-06-2017 14:31
  
  If further proof was needed of the creative power that diverse backgrounds and thinking can provide and the need for the advertising to embrace that change, the celebrated photographer Mario Testino provides just that.
  Speaking at the Cannes International Festival of Creativity, Peruvian-born Testino said that his position as an outsider in an industry dominated by the French, Italians and Germans meant that he approached his art with a different vision to his contemporaries. “We live in a
  
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• Cannes Lions launches committee to help shape festival's future amid criticism from WPP and Publicis

  23-06-2017 14:23
  
  Amid pullbacks from some of the ad industry's biggest names, Cannes Lions has announced the creation of an advisory committee to "help shape the future of the festival". 
  This year the event has faced criticism from WPP boss Sir Martin Sorrell, while Publicis Groupe said it would refrain from entering the awards in 2018, instead opting to invest in its own AI platform, Marcel. Accordingly, shares in Cannes Lions owner, Ascential, fell on Wednesday (June 21) with its stock price falling
  
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• Amazon, P&G, Unilever: 5 things that mattered this week and why

  23-06-2017 13:29
  
  Samsung on how to bounce back from a crisis
  Let’s be honest; shit really hit the fan for Samsung last year. After the scandal of exploding phones and product recalls, its reputation as a phone maker took a serious hit.
  Speaking to Marketing Week at Cannes, Samsung’s global head of integrated marketing Pio Schunker admitted the failure of the troublesome Note 7 phone almost stopped it from releasing this year’s Galaxy S8. On reflection, he said that would have been a bad decisio
  
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• UK's Analog and W&N Studio grab Cannes Digital Craft Grand Prix for Björk VR experience

  23-06-2017 13:11 via campaignlive.co.uk
  
  A VR experience music video that places the audience within the singer Björk's world of Vulnicura has earned VFX agency Analog and W&N Studio the UK's first Grand Prix at this year's Cannes Lions.
  
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• Leo Burnett wins Creative Effectiveness Grand Prix for van Gogh's Airbnb bedroom

  23-06-2017 12:57 via campaignlive.co.uk
  
  A campaign offering art lovers the chance to spend a night in Vincent van Gogh's bedroom has earned Leo Burnett Chicago the Grand Prix at Cannes for Creative Effectiveness.
  
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• Channel 4's 'We're the superhumans' wins two gold Lions for Film Craft

  23-06-2017 12:57 via campaignlive.co.uk
  
  Channel 4's "We're the superhumans" campaign for the Paralympics took home two gold Lions for Film Craft at the Cannes Lions International Festival of Creativity.
  
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• How to implement killer search strategies using the purchase funnel

  23-06-2017 12:21
  
  Search engines continue to play a vital role in purchase decisions. Whether a brand is operating in the B2B or B2C space, according to Hubspot 81% of all purchase decisions start with online research.
  What may be less well-known is the range of tactics that can be employed as part of an integrated search strategy to maximise performance at every stage in the buying process. Today we will explore how SEO and PPC activity can be integrated into the marketing mix to engage customers at the awarenes
  
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• ‘Alexa, order me a cocktail’: Diageo and Dentsu Aegis test voice activation in the connected bar

  23-06-2017 12:15
  
  Connected devices, the internet of things and voice activation: all innovations the modern marketer usually confines to the bounds of the home. But in Cannes this year Diageo has teamed up with Dentsu Aegis agencies Isobar and iProspect to bring these technologies into a new consumer market: the bar.
  The team has set up what Matt Gee, head of digital transformation at Isobar, classes as a “test and learn” initiative – albeit it under the sweltering sun on his parent compan
  
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• Unilever claims biggest laundry product innovation in a decade as proof of competitive intent

  23-06-2017 12:05 via campaignlive.co.uk
  
  Unilever is launching a new detergent format, Persil Powergems, that it says marks the first major breakthrough in laundry technology in ten years.
  
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• Tencent, the biggest gaming company you've probably never heard of, is investing $15bn into eSports

  23-06-2017 12:04
  
  Tencent, arguably the world’s biggest gaming company, is planning a $15bn investment into the eSports industry over the next half a decade, a stamp of confidence that the competition platform is set to grow.
  The Chinese media giant that found its feet building messaging apps is scarcely known in the west but is set to pummel money into the Chinese eSports market to help build the phenomena. This drive that will also see the building of eSports theme parks, claims dotesports.
  The Asian
  
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• Amazon to charge $2.8m for NFL ad packages

  23-06-2017 11:59
  
  Amazon is aiming to charge $2.8m for adverting packages around its live streams of NFL Thursday Night Football.
  The e-commerce giant paid $50m for the rights to show 10 NFL Thursday night games for the upcoming season and is now selling 10 to 30-second commercial blocks to advertisers for around $2.8m, according to Reuters' sources.
  "We are offering a range of options at various price points, depending on advertiser objectives," said Amazon’s senior manager of corporate communications, Kri
  
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• Samsung enlists Wunderman to lead European customer loyalty drive following Note 7 crisis

  23-06-2017 11:51
  
  Samsung has appointed Wunderman to lead its customer relationship management (CRM) and loyalty marketing across Europe as the brand looks to drive better customer experiences following a turbulent 2016. 
  The agency will be responsible for strategy, communications, campaign management and development of the brand's CRM and loyalty activity. 
  Reporting into the Samsung Europe office digital team, Wunderman will be tasked with delivering a regional strategy to be deployed across 17 l
  
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• Cannes Lions to launch committee in response to festival criticism

  23-06-2017 11:42 via campaignlive.co.uk
  
  Cannes Lions is to launch an advisory committee "to help shape the future of the festival" in response to criticism that the festival has got too big and lost its creative heart.
  
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• The Daily Mail savages The Guardian in increasingly bitter war of words

  23-06-2017 11:39
  
  The dividing line between Britain’s right and left-wing press has widened into a gaping fissure after The Daily Mail published a no holds barred assault on The Guardian - accusing it of being a hotbed of ‘fake news’ and a ‘purveyor of hatred’.
  The bad tempered attack follows a increasingly bitter war of words (and pictures) between the two poles of UK newspaper coverage after its competitor published a series of savage articles likening its nemesis to an ‘open
  
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• Are the agency networks really pulling out of Cannes Lions? Here's the truth...

  23-06-2017 11:29
  
  I'll say it up front - I think the media reaction to Publicis Groupe's pulling its marketing and awards spend has gotten out of hand this week. It's big news indeed that they won't be around next year at Cannes or CES or any other festival or awards ceremony beyond Viva Technology - yes. But long term they will be back - Arthur didn't say he was pulling out of these events - he's just hit the pause button. 
  And he has not done so lightly. He has stated that this is to fund a proje
  
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• Research debunks advertising’s oldest myth, that sex sells

  23-06-2017 10:40
  
  Research undertaken by the University of Illinois has debunked one of the greatest myths in advertising after finding that the sex sells maxim is largely hogwash.
  A fresh analysis of 78 previous advertising studies conducted over the past three decades found that appeals to our basest animal instinct failed to translate into greater product sales for brands, even if they did prove to be more memorable.
  Research lead professor John Wirtz commented: “We found that people remember ads wi
  
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• Saatchi & Saatchi and Channel 4 carry UK hopes in Titanium Lions shortlist

  23-06-2017 10:05 via campaignlive.co.uk
  
  Saatchi & Saatchi London has been shortlisted for the Titanium category at Cannes Lions for its augmented reality app for Deutsche Telekom and virtual band Gorillaz.
  
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• Yahoo snuffs out its news app in fresh round of cuts

  23-06-2017 10:00
  
  Yahoo is to close down its popular News Digest app by the end of the month, marking one of the first major cutbacks since the service was taken over by Verizon in a £3.6bn deal just 10 days ago.
  Launched amidst much hope and fanfare in 2014 the app employs technology invented by a British teenager to edit news items prepared by other outlets into shorter pieces, propelling it to a combined install base of 9.5m across iOS and Android devices.
  Nick D'Aloisio was reportedly paid £20m fo
  
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• Adam & Eve/DDB leads UK entries for Integrated Lions

  23-06-2017 10:00 via campaignlive.co.uk
  
  Adam & Eve/DDB London has been nominated twice for an Integrated Lion for its work on "Buster the boxer" for John Lewis and "Give the rainbow" Skittles.
  
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• OnePlus seals first UK TV sponsorship in Crystal Maze deal

  23-06-2017 09:35
  
  Channel 4’s Crystal Maze reboot has announced a main sponsor in smartphone producer OnePlus, a position from which the Chinese firm is looking to display the capabilities of its dual action camera.
  The Richard Ayoade fronted show returns Friday 23 June at 9pm on Channel 4 and will feature indents throughout 20 hour-long episodes, including celebrity specials. As a much anticipated property with a comedic presenter whose had successes on the network before with appearances on IT Crowd, Big
  
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• WPP and Omnicom discuss Cannes Lions rethink

  23-06-2017 09:06 via campaignlive.co.uk
  
  WPP chief executive Sir Martin Sorrell and his Omnicom counterpart, John Wren, have talked about how the ad industry should rethink Cannes Lions or even push for its relocation to another city.
  
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• Samsung appoints Wunderman to pan-European CRM and loyalty account

  23-06-2017 09:03 via campaignlive.co.uk
  
  Samsung Electronics has chosen Wunderman to lead its CRM and loyalty marketing activity across Europe.
  
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• M&S and Grey talk transformation, staying relevant and 'forceful' conversations

  23-06-2017 08:52 via campaignlive.co.uk
  
  Marks & Spencer marketing chief Patrick Bousquet-Chavanne and Leo Rayman, the chief executive the retailer's ad agency, Grey London, open up on the new marketing strategy and the chemistry between their teams.
  
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• Burger King CMO: don't treat agencies like creative vending machines

  23-06-2017 08:40 via campaignlive.co.uk
  
  "Transactional" relationships between clients and agencies can hinder creativity, according to Burger King chief marketing officer Axl Schwan, who said agencies should not be treated as creative "vending machines".
  
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