Marketing news

• Why online advertising is killing creativity

  19-07-2017 22:28
  
  Recently I looked through various ‘greatest Ads of all times’ lists, and one thing struck me. They are largely all TV-led. For example, the biggest global advertising event is arguably the Super Bowl in the USA, where every year agencies try to outdo each other creatively.
  These ads hit the headlines worldwide; with a casual Google search, one can bring up a stack of features on Super Bowl advertising.
  If you didn’t know any better, based on those articles you’d
  
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• Chrysler sponsors and creates digital content with Sesame Street’s Muppets

  19-07-2017 21:59
  
  Add Big Bird, Elmo, Cookie Monster and the rest of the Sesame Street gang to a Chrysler Pacifica for a new campaign. In a 10-part series, Chrysler has partnered with the show on PBS to sponsor it, as well as create digital content.
  The partnership is strategic on both ends: PBS and Sesame Street need the funding to keep everyone’s favorite puppets going. For Chrysler, this partnership is the perfect marketing tool to get families to buy minivans. Seemingly, a win-win.
  “Sesa
  
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• Blippar debuts AR face profiles with bubble halos

  19-07-2017 21:43
  
  Cue the Beyonce. Augmented reality (AR) and computer vision startup Blippar has launched AR face profiles it calls Halos – and which it claims “[bring] facial recognition technology into the mainstream”.
  The new in-app feature allows users to customize AR face profiles with interactive bubbles surrounding their heads featuring content like mood, aura, celebrity lookalikes, photos, Spotify songs, tweets and YouTube videos.
  In a blog post, Blippar says Halos give users
  
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• Karen Goodman leaves Under Armour to join Havas Chicago as group creative director

  19-07-2017 21:29
  
  Karen Goodman has left the sports world as content director at Under Armour to join Havas Chicago as group creative director.
  With brand experience from Google to Nike, Goodman isn’t new to the advertising world. At Under Armour, she was a part of the Global Concepts and Strategy group where she worked on creative, strategic and marketing.
  “Karen is one of the most elite creative women in the industry,” said Jason Peterson, chairman and chief creative officer at Havas Crea
  
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• US Creative Work of the Week: American Greetings tells infertile couples they are not alone

  19-07-2017 21:07
  
  For the second installment of its #GiveMeaning' campaign, American Greetings and MullenLowe crafted a video titled 'Not Alone' to serve as a rallying cry, encouraging people to show up for each other in everyday moments – especially during times when the response isn’t always intuitive, like infertility.
  To raise awareness of the importance of offering support to those experiencing infertility, the brand partnered with Resolve: The National Infertility Association. Together, the
  
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• Hefty teams up with John Cena, Havas Chicago again; adds his mom to latest spot

  19-07-2017 21:04
  
  Hefty’s back at it with John Cena as their brawny spokesperson. With the return of the “Hefty Hefty Hefty” slogan, the WWE superstar teams up with his mom, Carol Cena, to show that mother knows best when it comes to buying trash bags.
  “I couldn’t have asked for a better co-star than my mom,” said John Cena. “She has an amazing sense of humor and is the epitome of a strong woman having raised five boys. Her comedic chops really shine through, and I’
  
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• Data and AI will drive a wave of personalization but what will be ‘the iPhone moment’?

  19-07-2017 21:00
  
  Angel investor Eric Franchi recently helped fund some of what he sees as the most innovative early stage companies in digital. Here he shares his thoughts on how the challenges encountered by marketers when it comes to mobile are barely the tip of the iceberg, especially as consumers shift from screen-based interaction into a truly digital world.  
  Last month saw the tenth anniversary of the iPhone, and more broadly the real birth of mobile. It’s fairly amazing to note the change
  
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• B2B platform Handshake adds services with Mailchimp link

  19-07-2017 20:58
  
  Handshake, a B2B commerce technology provider, is integrating its platform with MailChimp’s ecommerce solution to increase its service offering, the company announced this week. 
  Handshake clients can now use MailChimp’s technology to send targeted emails based on order volume, previous purchase and other attributes, the company says.The integration will facilitate in-person and online services, states Handshake CMO Mike Elmgreen. 
  MailChimp's ecommerce 3.0 API, cloud-
  
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• Amazon Spark doubles down on discovery

  19-07-2017 20:08
  
  Instead of simply suggesting products based on users’ browsing histories, Amazon is upping the discovery ante with Spark, a personalized feed of content from customers with similar interests.
  Spark is available to US customers on Amazon’s iPhone app. They can find it in the main menu under Programs and Features. An Android version is forthcoming.
  Participants select a few interests — like books, food, technology or DIY — upon their first visit. Amazon then uses
  
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• Customer experience, not omnichannel presence, is key to maintaining brand loyalty

  19-07-2017 19:11
  
  Brands should not confuse ‘omnichannel perfection’ with great customer experience, as consumers will abandon a brand for poor service and are not as loyal as expected to brand-developed social communities.
  A recent survey by the CMO and SAP Hybrid entitled 'The Customer in Context'  found that almost half of North American and European consumers surveyed will take their money elsewhere if they continuously encounter a poor, impersonal or frustrating customer experience across ch
  
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• Google’s new feed may know you better than you know yourself

  19-07-2017 18:50
  
  In a post bookended by Dr. Suess quotes, Google announced a new smart feed experience in the Google app, which it says “[makes] it easier than ever to discover, explore and stay connected to what matters to you—even when you don’t have a query in mind."
  Google relies on Suess to convey the uniqueness of each individual user and his or her interests in a way that may deflect somewhat from all of the data it has to inform the feed it touts as the “one place to stay in the k
  
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• Bixby finally arrives in the US

  19-07-2017 18:02
  
  After a series of delays, the voice-based features of Samsung’s assistant Bixby are finally available in the US.
  Bixby enables users to navigate apps, services and settings with a combination of voice commands and touch. To enable Bixby’s voice-based capabilities, US customers can now press the Bixby button to begin onboarding. Once the software is updated, they can activate Bixby by holding the button on Galaxy S8 and S8+ phones or by saying, “Hi, Bixby.”
  Video of M
  
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• Facebook focuses on growth marketing in global B2B campaign

  19-07-2017 18:00
  
  Facebook has commenced its first global B2B campaign focused on growth marketing. The goal of the campaign is to help performance marketers evolve their growth strategies on Facebook, to best meet the demands and expectations of consumers in a mobile-first world, according to a release from the company. 
  In the US, a 30-day ad campaign will mark the launch of the global campaign, dubbed 'Discover Growth'. Ads, which include short video and gifs as well as a number of print ads to be us
  
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• 22squared promotes Brandon Murphy to president

  19-07-2017 17:44
  
  Independent agency 22squared has promoted Brandon Murphy to president.
  Richard Ward, who has served as president and chief executive of 22squared since 2006, will now shift into the role of chairman. He will retain the title of chief executive.
  Murphy joined 22squared in 2005 as SVP-strategy director. Most recently, he served as chief client officer of the agency. Before joining 22squared, he served as SVP-planning director at Campbell Ewald. 
  “Our agency is recognized for our unique
  
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• Driving growth in B2B sales and marketing increasingly tied to more navigable CRM tools

  19-07-2017 17:02
  
  B2B sales professionals are increasingly asking for a better playbook citing  they lack the power to share content with prospects and track them.
  In fact, according to a recent report in eMarketer, who cite 2017 data from digital marketing company Regalix and enablement platform ShareDemos, these sales and marketing professionals are actually looking for  features that make their jobs easier. 
  According to a large share of respondents (76%)   said they want quick navigable sa
  
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• Richard Franceschini of Warner Bros. on great storytelling

  19-07-2017 16:29
  
  Richard Franceschini has a highly compelling and interesting role in Hollywood as SVP of production resources for Warner Bros. To say that he is a connector between brands and film would be an understatement — and his role is vital in bridging the two.
  Reading some of his credits in his 21-year career at Warner Bros. is a walk through some truly epic moments in entertainment. Action, adventure, comedy, thrillers — he’s been on the front line of ensuring that brands help tell a
  
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• SoundCloud’s DeJuan Wilson on his journey from admin assistant to global marketer

  19-07-2017 16:20
  
  Few can say they went from being a humble admin assistant to senior manager on one of the world’s best known brands, then to working for a global celebrity, all in 10 years. Yet that is precisely the career trajectory of DeJuan Wilson.
  He only took his first role at Coca-Cola to pay the bills while he worked out what to do after university, but he stayed for a decade.
  It’s not how marketers usually set out, but Wilson believes there are advantages to starting small in a big company.
  
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• Argos to get rid of its most senior marketing role

  19-07-2017 16:12
  
  Argos’s most senior marketer Bertrand Bodson is to leave the retailer less than a year after its acquisition by Sainsbury’s.
  Bodson held the role chief digital and marketing officer and has played a key role in Argos’s digital transformation. He has led projects including the introduction of tablets at its stores and helped it become the first multichannel UK retailer to surpass £1bn in mobile sales. He will leave at the end of September.
  However, Argos has confirmed it w
  
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• Marketers’ hiring plans on the up, but for how long?

  19-07-2017 16:08
  
  Marketers are planning to go on a hiring spree over the next three months, with twice as many saying they expect to increase staff numbers as expect to see a decline.
  In the IPA’s quarterly Bellwether report, 33% said they expected growth, while 15% anticipated a fall. That means a net balance of 18.2% of companies are expecting to see employment rise, up from 14.4% in the preceding quarter and the highest figure since the data started being collected for Marketing Week a year ago.
  The pos
  
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• Nasa is set to land keynote speech at OnBrand 2017

  19-07-2017 15:50
  
  Veronica McGregor, Nasa’s news and social media manager, has agreed to share her expertise in a keynote speech at OnBrand 2017 – a one day branding conference in Amsterdam that was launched by digital software agency Bynder's OnBrand magazine and events.
  Specifically working on the Jet Propulsion Laboratory, McGregor launched Nasa into social media in 2008 by starting the agency’s earliest accounts on Twitter, Facebook and YouTube. With the help of GIFs, VR
  
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• Wellbeing in the workplace – the latest Marketing Week podcast

  19-07-2017 15:34
  
  This month’s podcast is in line with July’s print issue of Marketing Week, which focuses on wellbeing and the importance of brands taking a holistic approach to it, one that embraces both physical and mental health.
  The magazine looks at how brands need to evolve their performance management strategies to go beyond pure target setting and encompass wellbeing.
  READ MORE: Is improving staff wellbeing the secret to brand health?
  In the podcast Tupper provides advice on how mar
  
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• US Creative Works: Featuring Preacher, Saatchi & Saatchi, Impero and more

  19-07-2017 15:29
  
  Welcome to The Drum's US Creative Works in partnership with Workfront.
  This section is dedicated to showing the best creative work in North and 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 favorite, make sure you cli
  
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• Possible appoints Joe Crump as managing director of New York office

  19-07-2017 15:28
  
  On the heels of the notice that chief executive Shane Atchison and Americas president Jason Burby will be exiting the agency for Domo, Possible has announced that Joe Crump has been appointed managing director of the New York office.
  In his new role, Crump will oversee all client relations, delivery and business operations for the Possible New York office.
  “It’s awesome. I have butterflies. It’s like the first day of school, but it’s a great school,” said Crump to T
  
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• Wimbledon: Adapting to technological change

  19-07-2017 15:10
  
  For years now, technology has been on a quest to revolutionise sport, and tennis is no exception. With technology in tennis equipment providing instant user feedback for performance analysis, the likes of Hawkeye ever-present during match play, and endless broadcasting opportunities, players have the tools, the quality, and the encouragement, to be at the pinnacle of their game.
  But as we enter grass court season and the world’s best players descend onto SW19, can Wimbledon do more to enca
  
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• Mark Ritson: Putting the C in KFC is an advertising error

  19-07-2017 14:55
  
  Nothing is ever completely straightforward with advertising but the latest turn of events at KFC is odd even by ad land’s standards. The story so far…
  After 15 years with Bartle Bogle Hegarty, KFC launched an agency review at the start of the year and eventually opted to move its business to Mother, but not before BBH bowed out with a quite spectacularly strange ad featuring former Game of Thrones actor Kristian Nairn and a hoard of hungry customers.Barely a week later and new agen
  
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• Why Fearless Girl’s branding ‘had to be perfect’

  19-07-2017 14:00
  
  She was the darling of Cannes 2017, taking home four Grand Prix, and the creative duo behind New York City's ‘Fearless Girl' statue were not unaware of the power their project could have from the offset.
  Created for financial firm State Street Global Advisors to encourage companies to promote female leadership, the statue, which stares down Wall Street's 'Charging Bull', has garnered a huge amount of media attention.
  Tali Gumbiner and Lizzie Wilson, the McCann creative team behind the proj
  
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• Russell Parsons: People must be seen as a company’s greatest asset

  19-07-2017 13:57
  
  What is the measure of success in your company? An improvement in net promoter score? Sustained sales gains? A fertile innovation pipeline? Whatever it is, I would wager that for the majority of you the tools available to help bolster your team’s performance centre on training, workshops and other tried and trusted means that are designed to help your professional development.
  For the lucky among you, your personal development needs will be satisfied by an ‘art of leadership&rsq
  
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• Daniel McIntosh is appointed chief client officer at Roast to drive success and diversify offering

  19-07-2017 13:35
  
  Daniel McIntosh has been appointed to the role of chief client officer at independent digital agency Roast. He joins in a move to bolster the agency’s senior management team and expand its offering.
  McIntosh will be responsible for ensuring all clients are receiving the best service at the agency; he will oversee and drive forward business development initiatives, and aims to diversify Roast’s services.
  McIntosh joins from Roast founder Oliver Bishop’s previous a
  
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• Dynamic video retargeting can improve CTR by 74%, and ROI by 49% when using video

  19-07-2017 13:18
  
  Video retargeting has become more standard for enterprise businesses today, with an overall increase of 74% across industries, and an ROI boost of 49%. A recent research study by Treepodia concluded that dynamic video retargeting should be considered a key tool for B2B and B2C marketers. 
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  The goal of the study was to measure certain key performance indicators on standard retargeting campaigns and on video retargeting campaigns over the course of one year. The
  
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• St. Tropez embraces digital with shimmering Thea the Tan Bot and Tascha Oakley influencer campaign

  19-07-2017 13:11
  
  St. Tropez has been investing in its digital growth with the introduction of Thea the Tan Bot and influencer campaign Studio Glow. Working with creative communications agency Cult Ldn, St Tropez has reached over 5.9 million people with its innovative digital campaign to engage younger and digital savvy audiences.
  Studio Glow is a summer long Facebook Live campaign, including Tasha Oakley and Healthy Chef Steph. The episodes are focusing on the tanning process, for example, face, body c
  
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• BBC claims historic victory over Sky after securing the broadcast rights to US PGA Championship

  19-07-2017 13:05
  
  The BBC has acquired the live broadcast rights to the US PGA Championship in a shock move that represents a seismic shift for the sport dominated by Sky's coverage.  
  All four days of next month’s tournament at Quail Hollow Club in North Carolina will now be shown live on the BBC after the broadcaster swooped in on the rights which Sky failed to secure.
  The multi-year agreement will be seen as a huge coup for the corporation which has saw its live sports coverage dwindle in recen
  
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• Vodafone puts focus on AI and voice in renewed customer service push

  19-07-2017 13:00
  
  Vodafone is trialling new voice authentication services, expanding the capabilities of its chatbot TOBi and working on 24/7 social media care and its ‘Message Us’ service as it looks to improve its customer service through a focus on new technology.
  The company is trialling the new voice authentication service to make it easier for its customers to verify their identity, access their details quickly and receive an account update through Amazon’s personal assistant Alexa. Update
  
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• Social media doesn’t work for your brand because your brand is boring

  19-07-2017 12:57
  
  So you’re putting all this time into social media, but what exactly are you getting back? Well, it doesn’t seem to be driving conversions, really. You don’t seem to get much referral traffic either. So what the heck is the point? You spent at least two hours a week writing social content, why isn’t this whole thing paying off yet?
  We get it. Your boss read an article about social media and all the cool brands are on it, so you now need to be on it too. You’re s
  
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• Industry reacts as BBC salary list reveals major gender disparity among top earners

  19-07-2017 12:45
  
  The BBC's disclosure of staff that earn more than £150,000 a year has highlighted significant gender and race imbalances within the media organisation, undermining its position as a public broadcaster while throwing a spotlight on a much wider equality issue across the industry.
  Women make up only one third of the top earners, with many in similar roles than men receiving significantly lower salaries.
  Topping the list is Chris Evans who was paid at least £2.2m by the B
  
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• Brands: tap in to the power, or be tapped out – leader from The Drum’s latest print issue

  19-07-2017 12:17
  
  Perhaps it was a rosé-induced hangover that prompted a mood of existential self-reflection as the dust settled over La Croisette.
  The perceived power of Cannes Lions, unarguably the biggest event of the creative calendar globally, was once again put under the spotlight as Publicis Groupe announced it would be pausing spend next year and WPP’s Sir Martin Sorrell branded the event “too bold and too brash”.
  We explore the future of creativity and awards schemes in The Drum&
  
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• Ad of the Day: South African road safety darkly twists humans’ inability to walk and text

  19-07-2017 12:07
  
  The Western Cape Government in South Africa has released a hard-hitting road safety ad that juxtaposes the hilarity of people bumping into things while texting with the fatal consequences of checking your phone at the wheel.
  The bulk of the #ItCanWait spot features phone-related mishaps filmed on CCTV – a woman walking into a bus stop, a man falling into a pond – accompanied by circus music.
  After a line reads: ‘You can’t even text and walk’, the film cuts
  
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• Ad of the Day: South African road safety ad darkly twists humans’ inability to walk and text

  19-07-2017 12:07
  
  The Western Cape Government in South Africa has released a hard-hitting road safety ad that juxtaposes the hilarity of people bumping into things while texting with the fatal consequences of checking your phone at the wheel.
  The bulk of the #ItCanWait spot features phone-related mishaps filmed on CCTV – a woman walking into a bus stop, a man falling into a pond – accompanied by circus music.
  After a line reads: ‘You can’t even text and walk’, the film cuts
  
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• NBC launches a news show for Snapchat Discover

  19-07-2017 12:00
  
  NBC News has launched a twice-daily news show on Snapchat Discover, which it says is the first of its kind on the platform, although it certainly isn’t the first news outlet to use Discover to disseminate news.
  The Show, Stay Tuned, will be hosted by NBC News and MSNBC correspondents Gadi Schwartz and Savannah Sellers and will cover news, politics and pop culture. 
  In a series of “practice episodes” NBC shared with The Drum, it’s pretty standard news show f
  
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• Google Glass returns with its eyes on the prize, the enterprise

  19-07-2017 11:04
  
  Google Glass has returned to the fore after a few years in exile as owner Alphabet repositions the technology into industries and sectors it can add value to with a renewed enterprise drive.
  Just a year ago the device looked shelved as the company called time on the Glass social media accounts, it is back with a device called the Google Glass Enterprise Edition, which as the name telegraphs is a device to augment and aid with select business pursuits.
  The device comes with a better camera, bette
  
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• People on the move featuring ITV, Dentsu Aegis Network, Jungle Creations, GiveMeSport and Vice

  19-07-2017 11:00
  
  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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  ITV
  Carolyn McCall, chief executive of easyJet and former Guardian boss, will become ITV's next chief executive following the departure of Adam Crozier in June.
  McCall, who has been leading the airline company for seven years, is set to take up the role in January 2018. ITV'
  
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• AI and Alexa are helping Vodafone emerge from ‘digital wilderness’ in customer experience overhaul

  19-07-2017 11:00
  
  Vodafone has said it wants to be seen as an innovator as it continues its pivot towards a customer-centric strategy, with the telecom firm's chief operating officer and director of customer service, Neil Blagden, explaining why AI is helping fuel a shift in perception for the brand.
  Fresh from following its competitor Three in abolishing roaming charges in much of Europe, and unveiling its AI chatbot Tobi in April, the brand is now trailing integration with Amazon’s personal assi
  
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• AMV BBDO snatches creative teams from BBH and W&K

  19-07-2017 10:47 via campaignlive.co.uk
  
  Abbott Mead Vickers BBDO has hired two creative duos from Bartle Bogle Hegarty and Wieden & Kennedy to bolster its creative department.
  
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• Laura Jordan-Bambach to chair Campaign Big Awards

  19-07-2017 10:32 via campaignlive.co.uk
  
  Laura Jordan-Bambach, the chief creative officer of Mr President, will be jury chair for this year's Campaign Big Awards.
  
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• TBWA\London boosts senior staff line-up with Jex and Vogt

  19-07-2017 10:25 via campaignlive.co.uk
  
  TBWA\London has poached Saatchi & Saatchi creative chief Andy Jex and MullenLowe head of strategy Anna Vogt in a bid to revamp the agency.
  
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• MullenLowe Group in talks to buy creative agency 101

  19-07-2017 10:16 via campaignlive.co.uk
  
  MullenLowe Group is set to acquire independent creative shop 101.
  
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• Audi slammed for advertisement comparing women to used cars in China

  19-07-2017 10:15
  
  Audi has caused an uproar in China after launching an advertisement that compared women with second-hand automobiles, with many labeling it as sexism.
  The advertisement begins with a figure, presumably a mother-in-law, interrupting a bride and groom as they are saying their vows, before yanking the bride’s nose, pull her ear, and force her mouth open to look at her teeth.
  The bespectacled woman then makes an “Ok” sign with her hand to show her approval, before giving a surprise
  
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• ASA stereotype clean-up faces criticism from former face of Fairy Liquid who argues women are 'more caring'

  19-07-2017 10:11
  
  A move by the Advertising Standards Authority to eradicate adverts judged to promote gender stereotyping has come under fire from an unlikely quarter after Nanette Newman, face of Procter & Gamble's Fairy Liquid campaigns throughout the 1980s, came out against.
  At issue is the ASA’s view that tougher sanctions should be imposed on brands which show women bearing ‘sole responsibility’ for carrying out household chores or men ‘trying and failing to do simple parental or
  
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• Turkey of the week: Green Flag "Bringing common sense to the rescue" by WCRS

  19-07-2017 10:09 via campaignlive.co.uk
  
  Nicola Kemp thinks Green Flag is having an identity crisis.
  
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• Effortless copywriting (and why it takes sooooo much effort to get it right)

  19-07-2017 10:04
  
  Why do people fancy Ryan Gosling? Apart from his impeccable suits, flawlessly rumpled hair and eyes that make your leg bones feel like chewed ham, what is it?
   
  It’s the fact that his intense handsomeness is all so effortless. What he can convey in a lazy blink would demand so much effort from a man like me that I’d probably vomit up my own pelvis.
   
  This impression of ease is terribly handy if you’re a slightly off-key movie heartthrob – but it’s positive
  
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• Pick of the week: Renault "The ultimate test drive" by Publicis London

  19-07-2017 09:56 via campaignlive.co.uk
  
  Emily Tan is charmed by Renault's short documentary about 79-year-old Rosemary Smith's racing history.
  
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