Marketing news

• Tourism New Zealand taps Bryce Dallas Howard as its pitch woman

  17-07-2017 23:07 via campaignlive.com
  
  The country's marketing organization partners with National Geographic Travel Lab to create the agency's first video series
  
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• B2B marketers cite lack of 'digital maturity' as a stumbling block to its growth and success

  17-07-2017 21:11
  
  Achieving a deep understanding of the digital maturity of most enterprise businesses isn’t always an easy path for most marketers. According to recent data from eMarketer and MIT Sloan Management Review, many B2B marketers and managers alike know there are steps their organizations need to take to increase their company’s digital maturity.
  The Sloan/Deloitte report argued that to be a digitally mature company, there are system wide changes that need to take place. They cite how
  
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• What marketers must consider when planning and executing programmatic campaigns

  17-07-2017 21:00
  
  Growth in programmatic spend represents a seismic shift in contemporary media practice, with only 13% of display ad sales sold using such technology in 2012, compared to 70% in 2016.
  The Drum probes Wayne Blodwell, chief executive of The Programmatic Advisory, on what marketers should ask themselves on whether they're really planning programmatic effectively?
  What has helped drive this process is marketers’ quest for greater efficiencies, plus the promise of being able to better attribute
  
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• In-house shops can make agencies better at being agencies

  17-07-2017 20:41
  
  The rise of the in-house creative shop has led to some backlash, which says brands shouldn’t rely on their in-house creative groups alone because they need an outside agency’s perspective.
  That can be true, but so is the flip side: agencies need the perspective that typically you only get from working in-house. They need to learn to act like owners.
  Like Intel, more and more brands have started to create internal creative shops, which has led to a notable uneasiness in the ranks of t
  
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• Data scientists, social media managers emerge as coveted job titles in advertising today

  17-07-2017 20:12
  
  New types of advertising jobs are shaping and impacting the industry on both the creative and business side as never before.
  Data scientists are entering advertising in increasing numbers, a recent report by CareerCast cited, with agencies and corporate creative departments seeking data to shape its strategies.
  With a growth outlook of 16% and an annual median salary of $111,260, data scientists are part of the new order in the industry. Additionally, advertising account executive
  
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• Here are the four metrics every marketer should demand from Facebook

  17-07-2017 20:01
  
  Last month, Facebook announced additional metrics to give advertisers more insight into consumer behavior, including how many visitors come to their websites after clicking on ads and whether those individuals are new or returning visitors.
  Together, these metrics “help advertisers get a better sense of whether Facebook advertising is having an impact on the business”, said Shane Murphy, vice president of marketing at prospecting and retargeting platform AdRoll, adding it is &ld
  
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• Caressa Douglas on brand integration in entertainment

  17-07-2017 19:49
  
  Caressa Douglas knows that we live in a world of branding, and that writers and producers recognize that as well. Brands help authenticate real life stories and are therefore needed when telling stories through entertainment.
  As senior vice president, content and branded integration at Branded Entertainment Network (BEN), Douglas – who will go more in-depth about her personal and professional story in an upcoming episode of Exceptional Women of the World –&nb
  
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• Possible leaders confirm exit to unicorn

  17-07-2017 19:14
  
  Possible CEO Shane Atchison has confirmed that he and Americas president Jason Burby will be exiting the agency. Both will be involved in a yet to be named, well-funded data-centric startup upon their departures — where Atchison will become CMO. 
  The news, that both will join this tech “unicorn," was first reported by Adweek.
  Martha Hiefield will take reins as Americas CEO, a new position that was created, and Josh Schmiesing will be elevated to lead for the Microsoft busin
  
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• The full Masters of Marketing shortlist revealed

  17-07-2017 18:29
  
  Sectors
  Automotive
  Ford – Unlearn – Ogilvy Public Relations
  Jaguar UK – Feel Wimbledon with Andy Murray – Mindshare UK, Hammerhead VR and Spark 44
  Kia – Kia & The Telegraph at Euro 2016 – Havas Media
  Nissan Europe – Nissan X-Trail 4Dog – Performance Communications and Kingdom Creative
  Nissan – Nissan CARED4 Campaign – Ve Interactive
  B2B
  Baxi Heating – The rebuilding of Baxi Works online loyalty scheme for gas installers
  ITV St
  
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• Little Mix front support campaign for the Football Association ahead of Women's Euro 2017

  17-07-2017 18:25
  
  Pop group Little Mix are fronting a new social campaign for the Football Association (FA) to help build support for the England team during the Uefa Women’s Euro 2017 tournament in the Netherlands.
  In a video featuring their hit-single ‘Salute’, the band call for women, girls and football fans to show their support for the England team by submitting an image or video of support and submit it using the #Lionesses hashtag.
  Alongside Little Mix, the video features a number of foot
  
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• Trump, Macron and the media: Why we must lump not dump Donald Trump

  17-07-2017 17:48
  
  President Donald Trump was French president Macron’s guest of honour for Bastille Day. La Fête nationale marks the storming of the Bastille prison on 14 July 1789 – the flashpoint for the French Revolution which eventually led to the overthrow of the Bourbon monarchy and the execution of Louis XVI and his wife Queen Marie Antoinette. Ordinary people would no longer accept the absolute power of the king.
  The symbolism should not be lost.
  It was also 100th anniversary o
  
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• #AskEddie: Southern Rail's work experience success spotlights expectation gap on Twitter

  17-07-2017 17:31
  
  A Southern Rail social media work experience teen delighted Twitter but he couldn’t make the trains run on time.
  As a summer story, Eddie the Southern Rail Twitter intern delivered. It was irreverent, intriguing and heartwarming.
  A 15-year-old student managed Southern Rail’s social media account for two days last week, inviting questions via the hashtag #AskEddie.
  Eddie’s online banter was so good that many people in the business, myself included, mistakenly believed that South
  
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• Premier Global undergoes branding renovation to reach a modern audience

  17-07-2017 16:54
  
  Premier Global, a leading education provider for health and fitness professionals, has unveiled its new positioning, idea, visual and verbal identity, fashioned by brand consultancy The Clearing.
  The Clearing’s brief involved articulating a clear promise for the Premier Global brand and redesigning the brand experience to help it stand out as a 'beacon for quality'. Despite leading the field in personal training for over 20 years, the brand had been neglected, looked tired a
  
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• Ad of the Day: Tourism Ireland unravels 77-metre tapestry to mark Game of Thrones series launch

  17-07-2017 16:43
  
  Much marketing noise has been made over the return of Game of Thrones this month. The series’ network, HBO, and Tourism Ireland have today (17 July) joined in the cacophony with an altogether more old-school campaign: the unveiling of a 77-metre long, Bayeux-style tapestry.
  Devised by Publicis London to promote Northern Ireland as a key set location for the series, the final tapestry will be woven from Thomas Ferguson’s – one of the last surviving linen mills in Northern I
  
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• Content owners should develop direct relationships with telcos and OEMs to reach a wider mobile audience

  17-07-2017 16:41
  
  Games developers are in a tricky position when it comes to mobile. 
  While it is clearly one of the biggest growth areas for gaming, the lack of direct to consumer routes available mean that content owners are heavily reliant on marketplaces to distribute their apps. As a result, developers are limited to the restrictions of what they can and cannot access on consumers’ devices, which has potentially led to the quantitative, scatter-gun approach to consumer marketing which mobile gamin
  
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• ITV’s four biggest challenges and how new CEO Carolyn McCall can solve them

  17-07-2017 16:30
  
  As Carolyn McCall, chief executive of easyJet and former Guardian boss, prepares to take up the mantle of running ITV, she does so at a time of sweeping change in the television industry, which has never been so complex.
  Industry experts welcome her wealth of commercial and media experience in facing up to the imminent challenges ITV faces if it is to weather the storm closing in on the traditional broadcasters. Below are the four key challenges the commercial broadcaster faces, and what McCall
  
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• Six things you need to stop doing right now with your mobile strategy

  17-07-2017 15:48
  
  The mobile search landscape has changed immensely in recent years, transforming how consumers engage with brands and discover new products. But the change of pace has left some brands struggling to keep up, wondering just how hard mobile is working for them, and whether their brand proposition is really translating to the small screen.
  It has led to many making what are, in 2017, some fundamental mistakes with mobile strategy. Here are six of the biggest:
  The ‘m-dot’ site
  When the &l
  
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• Independent Influence: R2C Group’s Local Art Project provides Portland artists with a temporary exhibit

  17-07-2017 15:21
  
  Like most agencies, Portland-based R2C Group is full of creative types whose hobbies range from painting to photography. 
  About a year ago, chief executive and co-founder of R2C Group Michelle Cardinal decided that she wanted to find a way to show off the talents of her staff. Considering the agency’s Portland offices have lots of wall space, she and a small group of staffers came up with the idea of displaying employee work on the walls - until they realized that they’d need a
  
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• One year later: How Pokémon Go leveled up AR for marketing

  17-07-2017 15:10 via campaignlive.com
  
  The Pikachu-catching phenomenon popularized AR and made the technology much more accessible.
  
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• Combining online and offline channels is key to mastering attribution

  17-07-2017 15:03
  
  In a world where customer journeys are increasingly complex due to proliferated channels, moving technology landscapes, increasing volumes of content and services, as well as purchases online and offline, a simple attribution model has never been enough to measure the effectiveness of marketing. Yet they are still being used by the majority of marketers.
  For years, marketers have modelled engagements at campaign and channel level, which gives a general indication of impact and ROI. But now, wit
  
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• Aldi, Channel 4 and Maltesers top Masters of Marketing shortlist

  17-07-2017 14:55
  
  Brands including Nissan, Maltesers, Channel 4 and Just Eat are leading the charge in the nominations for this year’s Masters of Marketing awards.
  Nissan has topped the list with six nominations in categories including insight, automotive and PR and brand storytelling. It is followed by Maltesers, which has five nominations for the Maltesers brand including Mars UK’s marketing boss Michele Oliver as Visionary Marketer of the Year and Brand of the Year, while its ‘Look on the lig
  
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• ASA to introduce new guidelines on gender stereotyping in ads

  17-07-2017 14:54 via campaignlive.co.uk
  
  Brands will need to adhere to new standards on advertising which features stereotypical gender roles of characteristics.
  
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• ASA to introduce new guidelines on gender stereotyping

  17-07-2017 14:54 via campaignlive.co.uk
  
  Brands will need to adhere to new standards on advertising which feature stereotypical gender roles of characteristics.
  
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• The Drum Contributor Network content platform launches to offer companies a new approach to content marketing

  17-07-2017 14:41
  
  The Drum has launched a new content marketing platform that enables companies to publish their own content directly onto The Drum’s internationally respected website putting their business success stories, insights and latest news in front of The Drum's one million global online readers every month.
  The Drum Contributor Network gives all members based and operating anywhere in the world their own dedicated company page on www.thedrum.com where they will be the sole editor, sole c
  
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• Telegraph pulls out of talks in major blow to joint newspaper ad sales

  17-07-2017 14:40 via campaignlive.co.uk
  
  Telegraph Media Group has pulled out of the UK newspaper industry's efforts to set up a joint ad sales house in a potentially decisive blow to the initiative.
  
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• Nike commemorates Roger Federer's 8th Wimbledon title with 'Get Off My Lawn' spot

  17-07-2017 14:33
  
  Nike has commemorated Roger Federer’s eighth Wimbledon title with the release of limited-edition products and a brazen new ad asserting his superiority.
  The graceful Swiss clinched his 19th grand slam yesterday (16 July) at the All England Club after beating Croatia's Marin Cilic. The victory makes Federer the first male player in the history of the tournament to win eight times, with only Martina Navratilova holding more titles with nine Wimbledon championships to her name.
  To mark the ac
  
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• Dentsu Aegis Network picks News Corp's Shine as first chief technology officer

  17-07-2017 14:23 via campaignlive.co.uk
  
  News Corp's global chief information officer, Dominic Shine, will join Dentsu Aegis Network as its first chief technology officer on 1 October.
  
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• Reebok gives Trump a diplomatic etiquette lesson after he hits on France’s first lady

  17-07-2017 13:10
  
  Reebok displayed some prowess in the reactive marketing department at the weekend when it took exception to how president Donald Trump addressed Brigitte Macron, first lady of France.
  During his first state visit to France, the US dignitary of the highest office told Mrs Macron "You're in such good shape, she’s in such good physical shape, beautiful,” an attempt at flattery that has had its critics for its perceivably sexist overtones.
  While wars have been fought over such sleights i
  
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• Volvo commissions Pultizer Prize-winning photographer to create collection using on-board safety cameras

  17-07-2017 12:48
  
  Renowned photographer and artist Barbara Davidson has utilised the on-board safety cameras of the new Volvo XC60 to create a special collection of photographs, capturing life on the streets of the Danish capital Copenhagen from a fresh perspective.
  Davidson’s photographs were first exhibited at Canvas Studios gallery in London’s Shoreditch this week and the exhibition will travel to other countries during 2017. A multiple Pulitzer Prize-winner, holder of an Emmy Award and a former st
  
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• Heathrow adopts augmented reality as hunt for the Mr Men ignites airport adventure

  17-07-2017 12:46
  
  Heathrow Airport is rolling out an augmented reality adventure across its interior to immerse young commuters in the world of the Mr Men.
  Adopting the new interactive platform, Heathrow Airport hopes to engage children (and inquisitive adults who should maybe know better) with finding the misfit cast of characters by scanning digital badges hiding across the airport using the Mr. Adventure app on their mobiles.
  Upon doing so, a 3D animated video of each character will be augmented into the airpo
  
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• Will marketing agencies always be nothing but sweatshops?

  17-07-2017 12:44
  
  There are so many slaves in the marketing industry that we should create an underground railroad beneath all our office buildings.
  Following the recent news that the Japanese advertising firm Dentsu has been charged in the suicide of an illegally overworked employee, I collected stories from my own personal experiences, what I have read in the press, and what others have told me or posted online. Identifying specifics and situations have been removed. The anecdotes are from several countries.
  Bu
  
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• Rubicon Project acquires nToggle in $38.5m deal to kickstart its turnaround ambitions

  17-07-2017 12:29
  
  Rubicon Project has purchased nToggle in a deal valued at $38.5m, with the adtech outfit claiming the purchase will help buyers on its platform deal with bid requests in a more efficient way post the rise of header bidding technology.
  The transaction was completed  today (July 14) with the acquisition forecast to generate a modest increase in Rubicon’s expenses in 2017, a tumultuous year for the adtech outfit that has seen it lay off up to 19% of its headcount, undergo legal acti
  
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• Dentsu leads global mergers & acquisition activity for Q2 of 2017

  17-07-2017 12:23
  
  Dentsu Group has been the most active network for merger and acquisition (M&A) deals within marketing communications during the second quarter of 2017, against a relatively flat global backdrop.  
  According to research conducted by Results International, 438 deals have been completed during the first half of the year in the marcomms space, with 219 conducted during the second quarter (the same number as during Q1).
  However, there has been a significant increase in interest aro
  
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• Virgin Media strengthen ties with Southampton FC after agreeing shirt sleeve sponsorship

  17-07-2017 12:06
  
  Southampton FC are the latest Premier League club to take advantage of the new kit sponsorship opportunities after agreeing a deal with Virgin Media.
  Already the club’s main shirt sponsor, Virgin Media will now take up the sleeve sponsorship space which the Premier League has made available to clubs from the start of the upcoming 2017/18 season.
  The decision to open up more shirt sponsorship space is in keeping with other European leagues such as Spain's La Liga where white goods manu
  
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• The Emoji Movie earns Guinness World Record as revellers assemble dressed as their favourite icons

  17-07-2017 12:03
  
  Sony Pictures' upcoming blockbuster, the Emoji Movie, has broken records before it has even been released as the studio assembled the largest ever group of people dressed as emoji across multiple cities.
  Taking a Guinness World Record under its belt (although it will hope it can emulate the success at box office) the studio gathered hordes of people as emoji across London, Dubai, Moscow, Dublin and Sao Paulo, marking World Emoji Day (17 July) in the most apt way.
  In the UK, individuals from St T
  
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• Business on the Move: Network Rail, Citroën, Morphy Richards and more

  17-07-2017 11:30
  
  Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches and acquisitions.
  Account wins
  Outdoor advertising firm Primesight has retained one of the UK’s biggest outdoor contracts with Network Rail, which will see it maintain and operate more than 2,000 billboards.
  Following a competitive pitch, the company announced it will build 20 new digital billboards across the network by 2018, including at Vauxhall and London Bridge.
  
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• Facebook and Twitter quizzed over lack of action on MP intimidation

  17-07-2017 11:08
  
  Facebook and Twitter are to be hauled before a parliamentary enquiry to answer for their perceived inaction in dealing with abuse and intimidation directed against MP’s on social media.
  Both platforms are accused of failing to remove abusive messages prompting prime minister Theresa May to launch an official inquiry headed by crossbench peer Lord Bew, who has begun a series of interviews in an effort to understand the apparent inaction.
  Bew has likened the atmosphere of online threats and
  
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• How will technology impact creativity?

  17-07-2017 11:00
  
  Marketers are increasingly embracing technology to inform their campaigns and drive better business outcomes. But with automation predicted to claim 50% of all jobs in the next 30 years, should marketers be worried? And can creativity ever be automated?
  The Drum, in association with real-time media agency Tug, decided to find out by asking top speakers how they see technology impacting creativity at the Tug Life: Human Vs Machine four-day pop-up expo in June.
  On day two of the event, industry ex
  
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• Meat & Livestock Australia sing the praises of Australian beef in new campaign

  17-07-2017 10:59
  
  Meat & Livestock Australia (MLA) has launched a new campaign claiming Australian beef is the greatest meat on earth.
  The campaign aims to tap into the emotional connection Aussies have with beef in a bid to drive beef sales during Australia’s winter season.
  The campaign is led by a two-minute online film, which features a Monty Python-style song, “The greatest song on earth” and is supported by 30-second TVCs, as well as social media, radio, retail and online activity.
  The
  
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• Jaypore launches a digital campaign to recognize the contribution of female household workers

  17-07-2017 10:52
  
  Jaypore, India’s craft based designs, has unveiled its #SelfiWithDidi (English translation - Selfie with Sister) digital campaign.
  The campaign aims to recognize and appreciate the versatile and invaluable contribution of the household help in India Puneet Chawla, CEO and co-founder of Jaypore.com, said: “In India, because of the income disparities, household help is often neglected and denied the respect they deserve. With #selfiewithdidi, we wanted to give ourselves and e
  
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• Global online video consumption and advertising to increase by a fifth in 2017

  17-07-2017 10:49
  
  Zenith’s Online Video Forecasts 2017 report has claimed that online video viewing across the globe is set to increase by a fifth in 2017, showing that the medium’s recent bout of growth was not an anomaly and is a long-term channel for advertisers to embrace.
  The extensive report claims that people will spend an average of 47.4 minutes a day viewing online videos this year, up considerably from 39.6 minutes in 2016, driven by platforms like Hulu, Netflix, YouTube, and Facebook.
  Notab
  
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• Movers and shakers: Lego, ITV, M&C Saatchi, Carat, L'Oréal, FT, and more

  17-07-2017 10:48 via campaignlive.co.uk
  
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• Watch marketing and adland's top names urge industry to fix diversity issue

  17-07-2017 10:24 via campaignlive.co.uk
  
  Hailing from Airbnb and Mars through to Saatchi & Saatchi and Ogilvy, some of the biggest names in marketing and advertising have spoken out in a new documentary designed to highlight how agencies and brands can create a more inclusive industry.
  
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• Mr Bean to welcome tourists to London in mobile phone game

  17-07-2017 10:18 via campaignlive.co.uk
  
  Mr Bean, the buffoonish alien sitcom character played by Rowan Atkinson in the 90s, is the face of a new mobile phone game to attract tourists to London.
  
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• Sainsbury’s counting down the hours to sunset in DOOH campaign

  17-07-2017 10:16
  
  Sainsbury’s has rolled out digital billboards that mark the sunset to put the brand front of mind during the longer summer days.
  Playing on the public’s love of the summer, the digital out of home campaign sees billboards count the hours until the sun will set, using real time data fed to the placements.
  The ‘Weeknight BBQ is Living Well’ campaign from PHD will target evening rail commuters hoping to make Sainsbury’s the defacto summer retailer, across the UK’
  
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• Creative Works featuring Leo Burnett, Layer, BETC Paris, Wieden+Kennedy and more

  17-07-2017 10:06
  
  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 24 July.
  For proje
  
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• Twitter blow to Sky with move for US PGA Championships streaming rights

  17-07-2017 10:04
  
  Twitter is set to twist the knife into Sky following its embarrassing loss of exclusive broadcast rights for next month’s US PGA Championship by seeking to pick up some of the pieces for itself, namely digital screening rights.
  The social media service is reportedly in talks with the golfing body to obtain streaming rights in the UK for the 2017 tournament, complementing its stated strategy of harnessing sports rights to grow its user base and attain profitability.
  In this way Twitter has
  
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• Creative Work of the Week: Ireland’s postal service cinematically opens up country’s borders

  17-07-2017 09:51
  
  An Post, Ireland’s national postal service, has claimed The Drum’s Work of the Week with World Wide Open – a spot directed by Ian Power for Target McConnells that appears to literally open the Irish borders to cities across the globe.
  The campaign’s 40-second hero film was the work of a range of Hollywood names, including VFX artist Andy Clarke and colourist Gary Cullen who have worked on Brooklyn and Game of Thrones respectively.
  Coupled with a letterbox ratio
  
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• Creative Industries Federation launches drive to support freelance workforce

  17-07-2017 09:26 via campaignlive.co.uk
  
  New measures to support "ignored or poorly served" creative freelancers have been unveiled by the Creative Industries Federation.
  
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• Waitrose, Audi, Topshop: Everything that matters this morning

  17-07-2017 08:33
  
  New Waitrose campaign to help shoppers waste less food
  Waitrose’s new campaign aims to tackle the quarter of people that throw away food every day.
  The supermarket highlights that 10% of all groceries are binned in the home while 89% of people say they are wasting food, with 18-25 year olds the most likely to waste food every day.
  The findings mark the start of the newspaper’s Live Wise campaign, which aims to help customers make the most of the food they buy.
  “The desire to re
  
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