Marketing news

• The Neymar price tag deconstructed

  03-08-2017 21:32 via campaignlive.co.uk
  The multi-million transfer fee has considerable ramifications for both Paris Saint-Germain and the player. Sponsorship, licensing and sports marketing experts analyse the world-record football transaction.
  
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• Football Rebooted: eSports and why more brands are playing the game

  03-08-2017 20:00
  EA Sports’ Fifa football franchise is becoming the arena where pro sports are joining forces with eSports, and major broadcasters, brands and clubs all want a piece of the action. 
  There has been a paradigm shift in football, where video games were once a threat to matchday attendances, clubs are now signing up proficient gamers with a furor reminiscent of a heated transfer deadline day.
  Fifa was first launched in 1994. It was only in the last year, however, that clubs started to
  
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• Latest Nielsen acquisition helps it better measure brand exposure in sports

  03-08-2017 19:39
  Performance management company Nielsen has acquired vBrand, a startup with a machine-learning-enabled platform that measures brand exposure in sports programming.
  Nielsen said vBrand will be integrated into its sports and entertainment marketing research division Nielsen Sports, bringing increased speed and scale to its existing sports products, Sport24 and Social24.
  Terms of the deal were not disclosed.
  VBrand uses advanced image recognition technology, as well as AI and deep learning
  
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• Channel 4 promos its Great British Bake Off reboot with a chorus of singing baked goods

  03-08-2017 19:07
  Channel 4 has begun marketing its much-anticipated series of the Great British Bake Off with a trailer starring an array of singing ingredients and baked goods.
  Devised by the broadcaster’s in-house agency 4Creative, the new ad is soundtracked by Paul McCartney and The Frog Chorus' divisive ditty 'We all stand together'. The stop motion-style spot starts with the bass tones of a pile of flour, which is joined in song by animated rising bread rolls, cheese soufflés and slic
  
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• BrewDog stunt sees it build craft beer bar on the US-Mexico border

  03-08-2017 18:49
  BrewDog loves a good publicity stunt, and in its latest one the Scottish brewer has announced plans to open a new craft beer bar that ‘straddles’ the border between the US and Mexico.
  The remote location of the new bar, dubbed ‘The Bar on the Edge', reflects the brewery’s intention to expand to the ‘farthest reaches’ of the United States, while its controversial positioning makes “a physical statement about collaboration and inclusivity, which have
  
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• Accenture acquires marketing and sales consultancy Brand Learning

  03-08-2017 18:16
  Accenture has acquired Brand Learning, a London-based marketing and sales consultancy.
  According to Accenture, the acquisition will strengthen its ability to help organizations drive growth through enhanced customer experiences. Terms of the deal were not disclosed.
  Brand Learning, which employs approximately 120 people globally, has regional offices in New York and Singapore. It specializes in helping clients across a broad range of industries with their customer strategies and vision, new oper
  
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• EA Sports partners with EFL to enhance live match experience on iFollow platform

  03-08-2017 18:09
  EA Sports has partnered with the English Football League (EFL) to enhance the live match experience across the league’s new iFollow digital streaming service with on-screen stats.
  The six-year partnership sees EA Sports become the first ever sponsor of the EFL’s iFollow platform, the digital service which will live stream more than 1,500 fixtures each season to fans around the world.
  Under the terms of the agreement, the games developer’s branding will appear on all broadcast f
  
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• The athletes challenging the traditional brand sponsorship formula

  03-08-2017 17:19
  Last month entertainment trends dominated headlines, but this month we saw an influx in sports-related conversations. From Roger Federer’s 19th grand slam title, to Aaron Judge’s Home Run Derby victory, to Lonzo Ball’s Summer League debut, July has been jam-packed with both veteran and rookie talent.
  While all three of these stars are breaking records in their sport, they each have a vastly different approach to brand sponsorships. We explored the 3 athletes differing appr
  
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• Rules of engagement: travel bloggers v review websites

  03-08-2017 17:19
  Travel bloggers have fast become more influential than review websites for those looking to escape to dreamy beaches and buzzing cities. How can marketers tap into the vast array of high profile bloggers without discrediting their authenticity with sponsored content?
  Kris Boorman, digital marketing executive, Sagittarius
  I’ve seen content creators give their brutally honest thoughts on sponsored content many times, so when a positive review is given, their audience knows that it&rsquo
  
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• Three partners with Time Out London to offer binge-watching Netflix on the Thames

  03-08-2017 17:16 via campaignlive.co.uk
  Three, the mobile network, has partnered with Time Out London to offer readers a chance to binge-watch Netflix shows while cruising along the Thames.
  
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• Panasonic takes aim at grooming market, reaching a young, hairy audience with Chris Kamara

  03-08-2017 16:51
  Electronics brand Panasonic is on the hunt for a young, fresh audience. To seek out this elusive consumer, it’s not pushing its historic success in big consumer electronics but is instead setting its sights on recapturing the grooming market with a little help of football pundit Chris “Kammy” Kamara.
  Panasonic is not new to the world of grooming, but with its latest campaign – designed to promote the new i-Shaver product in particular – it hopes to position its Groo
  
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• BT shifts marketing strategy from ‘celebrities and hyperbole’ to building trust

  03-08-2017 16:51
  BT has launched a new campaign that has “trust” at its heart instead of “celebrities and hyperbole” as it looks to reconnect with consumers.
  The brand has faced a lot of negative press over the past year. In June, Ofcom revealed that BT topped a list of the broadband providers generating the most complaints, averaging 34 complaints per 100,000 subscribers. It was followed by TalkTalk, then BT-owned Plusnet and EE.
  Meanwhile, BT’s profits fell more than 40% in the fi
  
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• Online advertising 'struggles to target UK women'

  03-08-2017 16:47 via campaignlive.co.uk
  Only half of online ad campaigns targeted at women in the UK actually reach them, research by Nielsen has found.
  
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• International round-up: Pizza Hut offers free pizza, Tesco Ireland repositions

  03-08-2017 16:27
  Pizza Hut offers free pizza as part of new loyalty programme
  Pizza Hut is launching what it claims is the only national pizza loyalty programme in the US. The scheme will reward customers points for every dollar spent online, meaning customers can potentially earn free pizza after just one visit.
  Called Hut Rewards, customers get two points for every $1 spent, which can be applied towards a medium pizza from just 200 points or a large from just 250. There is no limit to how many points customers
  
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• BT aims return to emotional heartland with new brand platform 'Be there'

  03-08-2017 16:17 via campaignlive.co.uk
  BT is using a pair of ads to launch a new unified brand positioning, "Be there", that chief brand and marketing officer Zaid Al-Qassab said aimed to recapture the marketing success of the long-running "It's good to talk" campaign.
  
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• L’Oréal on why communicating the science behind the beauty takes true collaboration

  03-08-2017 16:15
  Put simply, L’Oréal’s UK & Ireland scientific director, says marketing has the power to maximise the benefits of any product to make it as compelling as it should be, while meeting strict guidelines.
  Steven Shiel is responsible for the science behind the beauty, and ensuring the scientific messaging and claims of any given product are accurately portrayed in marketing.
  During his 24-year career, Shiel says his interaction with the marketing team has inc
  
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• Accenture marches further into marketing with Brand Learning acquisition

  03-08-2017 16:05 via campaignlive.co.uk
  Accenture has bought UK-based marketing and sales consultancy Brand Learning Group as the management consulting giant continues its strategy of wooing chief marketing officers.
  
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• The luck of the Irish: Hugo & Cat help put Ireland on the map

  03-08-2017 16:03
  With its rolling hills, fairy glens and that famous black stout, Ireland almost markets itself to tourists far and wide, however top London agency Hugo & Cat were drafted into bring the Tourism Ireland brand into the present and really push consumers into making that all important purchase decision. 
  The issue
  Hugo & Cat were asked by Ireland’s tourist board to turn holiday seekers into visitors. Ireland is one of the world’s most loved countries; people everywhere want
  
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• ‘Brand love must be core to the DNA of the brand’: Oath launches new video series exploring emotional connections

  03-08-2017 15:45
  In a world where consumers can shop wherever they want and loyalty is no longer a guarantee, how can brands stand out from the crowd and win the hearts and minds of consumers? In other words: what can brands do to make their customers fall in love with them, where does this brand love come from, and how can brands build and foster it?
  In a new video series, David Shing, digital prophet at Oath, explores and dissects these questions with the help of some of the most respected and interesting mind
  
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• The top five most politically incorrect ads from China

  03-08-2017 14:59 via campaignlive.co.uk
  There are corners of the world where advertising, even by global brands, seems stuck in an era where wives are compared to used cars.
  
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• How to measure video effectiveness

  03-08-2017 14:49
  In 2016, spend on mobile video ads more than doubled (up 103%) to £693m making it the fastest growing ad format in the UK. This means it now accounts for a whopping 29% of the total growth in digital ad spend, according to the Internet Advertising Bureau (IAB) UK and PwC’s annual digital ad spend report.
  And with the likes of Facebook and Google building their future around digital video channels, it’s hard to ignore its importance.
  However, with the validity of Facebook’
  
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• Sport England's head of brand and digital strategy on This Girl Can challenges and being innovative to target audiences

  03-08-2017 14:30
  This Girl Can is a multi-award winning campaign from Sport England that helped change the way millions of people think about exercise and physical activity. Head of brand and digital strategy, Kate Dale is responsible for delivering the campaign and has seen 2.8 million more women get active as a direct result.
  Talking to The Drum, Dale explains the challenges that the second phase of the campaign has faced, finding different ways of getting the message to the audience and how Sport England work
  
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• New York Times programmatic advertising director on technology challenges and native ad unit, Flex Frame

  03-08-2017 14:30
  The New York Times is addressing a lot of the trends that are currently surging the programmatic industry right now. Speaking to its director of programmatic advertising, Sara Badler, she expresses that the biggest challenge right now is with the technology platforms.
  Badler says publishers and marketers are 'ready, willing and set up to transact' but the question lies in the execution. 
  What have been the biggest challenges in programmatic sector of the industry has had to conten
  
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• Asics’ CMO says fresh focus on the brand’s founding ethos will show it’s not just for runners

  03-08-2017 14:30
  Kicking off in the UK, Asics has unveiled its biggest brand shakedown in over 25 years as it looks to dial up its relevance towards a broader audience, but can it shake off perceptions that it's a brand reserved for sporty-types lacing up their running shoes at the starting line?
  Asics’ new global ‘I Move Me’ campaign, created by Saatchi & Saatchi LA, sees the brand recalibrate the philosophy of its founder, Kihachiro Onitsuka, for a fresh generation of consumers.
  In the af
  
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• Football's best ads from last season

  03-08-2017 14:27 via campaignlive.co.uk
  The football season kicks off again this weekend with the Football League and Community Shield. Ahead of a season full of football marketing, which ads scored for brands last year?
  
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• Puns and PR: Domino's Pizza cheesiest publicity stunts

  03-08-2017 14:23
   
  Pizza delivery ought to be a simple game, sell pizza, deliver pizza, rinse and repeat, but one brand has been seizing headlines on an almost monthly basis with its attempts to seemingly turn the industry upside down... Domino's Pizza.
  Earlier this year, the company reported that it had shifted 89m pizzas internationally over 12 months, 2.6m of these were even the infamous pineapple-topped variant. But Domino's is hell-bent on growth and is keen to be seen as the industry disrupt
  
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• Ad of the Day: Vanity Fair napkins make even the sloppiest eaters civilized

  03-08-2017 14:16
  Napkins can prove that even the sloppiest eaters can finish with a dainty dab of the mouth, as a new campaign for Vanity Fair napkins proves.
  ‘How Lovely’ from paper giant Georgia-Pacific’s new agency of record Figliulo&Partners, celebrates the fact that our instincts get the best of us sometimes, but can be wiped away with a Vanity Fair napkin.
  Several relatable scenarios, across video, radio, experiential and social media, make up this campaign. The video spots include:
  '
  
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• AppNexus CEO: ‘Let’s change how the supply chain works’

  03-08-2017 14:04
  ‘Transparency issues’ has been a phrase that has dogged (if not defined) the new media age, and the advent of automated media trading has only propelled the issue further up the agenda.
  With four-in-every-five US digital display ad dollars transacted programmatically in 2017, according to eMarketer, the negative effect (or money wasted on) non-viewable ads, fraud (in its various forms), etc, can no longer be dismissed as negligible.
  Marketers are now under increasing amounts of
  
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• Twitter isn't dying but SMS might be – what Ofcom's latest study says about Brits' behaviour

  03-08-2017 13:44
  Ofcom’s Communications Market Report, out today, is a treasure trove of data on how the UK behaves. Here are some of the key findings.
  Facebook-Google dominance
  Among Android users, nine of the top 10 apps are from Google or Facebook. On any measure – from users, to time spent – Facebook and Google are far ahead of competitors.
  While Facebook has the social networking giants (Facebook, WhatsApp, Instagram and Messenger), Google has a wider variety of services, from YouTube and
  
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• Tennent's comes to the rescue of expat Scots on International Beer Day

  03-08-2017 13:36
  Tennent’s are planning to capitalise on International Beer Day tomorrow (4 August) by promising to deliver free beer to Scottish expats residing in the far-flung corners of England and Wales.
  As part of the brand’s ongoing ‘Here to Serve’ campaign, Tennent’s has vowed to ensure Scots living away from Tennent’s heartland will still be able to enjoy the its lager on International Beer Day tomorrow.
  Friends and relatives have until mid-day tomorrow to take nomina
  
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• Wolff Olins appoints Sairah Ashman as chief executive

  03-08-2017 13:27
  Global creative consultancy Wolff Olins announced that it has promoted Sairah Ashman to chief executive officer. 
  Ashman’s appointment follows 23 years with the company, and seven years as global chief operating officer. She succeeds Ije Nwokorie, who will remain with the company mentoring client teams.
  “It’s really special to be stepping into this role, in a company I love, surrounded by people who constantly inspire and amaze me,” said Ashman, who is based in Londo
  
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• Merkle|Periscopix and Divisadero discuss Attribution 360 accreditation and how to prepare for Google’s latest tools

  03-08-2017 13:13
  Last month, London-based performance marketing agency Merkle|Persicopix and its sister Divisadero, a boutique consultancy in digital strategy based in Gijon, Madrid and Barcelona, were named among the first round of European agencies to become Google-certified Attribution 360 Partners.
  The new enterprise-level Attribution 360 product provides advanced but easy-to-use attribution modelling tools to help understand and then optimize the effectiveness of cross-platform marketing spend. The Attribut
  
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• Production legend Frances Royle dies

  03-08-2017 12:36 via campaignlive.co.uk
  Frances Royle, the founder of Royle Productions and a former head of production partnerships and TV at Bartle Bogle Hegarty, has died.
  
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• FT journalists accuse paper of prioritising commercial initiatives over pay parity

  03-08-2017 12:34
  Journalists at the Financial Times held a meeting this week with the National Union of Journalists (NUJ) to outline demands for the newspaper to reach pay parity well before its 2022 target after expressing concerns the issues weren’t being prioritised.
  James Lamont, managing editor at the FT, sent an email to staff on 22 March explaining that men working at the paper were earning an average of 13% more than women doing a similar job, a percentage that has worsened by 1% since last year. T
  
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• Is eSports right for my business?

  03-08-2017 12:28
  With BT Sport and BBC Three both broadcasting eSports, it’s a hot topic that everyone is talking about, but is it right for you?  
  The rise of eSports represents a great opportunity for businesses and brands looking to reach new audiences, but there is a lot of confusion and uncertainty about how marketers should approach this industry in a meaningful way. The potential for eSports is huge and at Fast Web Media, we are so passionate about the industry that we created a dedicated eSpor
  
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• New website seeks to expose and track Russian Twitter propaganda

  03-08-2017 11:50
  A new website designed to counter the dissemination of Russian-backed false and misleading information on Twitter has been established by a group of non-governmental researchers in a bid to ameliorate the effect of such propaganda on future US and European elections.
  The ‘Hamilton 68’ portal offers visitors a ‘near real-time’ snapshot of activity centred on 600 Twitter accounts singled-out for having disseminated Russian propaganda amid fears that Moscow may attempt to ut
  
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• Next marketing chief departs as online helps full-price sales swing back into growth

  03-08-2017 11:47 via campaignlive.co.uk
  Christine Gerrard, marketing director at Next, has left the retailer after 30 years.
  
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• For retailers, the countdown to Christmas starts in August

  03-08-2017 11:47
  “Winter is Coming.” To echo the inescapable tagline from the hit TV show Game of Thrones which returned this month, we’re given a stark reminder that the festive season is never far away. With only 22 weeks until Christmas, it won’t be long until we see festive paraphernalia and gifts popping up in stores.
  A common parlance is that Christmas comes earlier each year – meaning that retailers need to start planning now. Retail dates such as Black Friday and Cyber Monda
  
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• Uber poaches TomTom's Patrick Stal to lead EMEA marketing

  03-08-2017 11:33
  Uber has enlisted Patrick Stal as its head of marketing EMEA, poaching him from TomTom to spearhead its efforts in the region.
  His appointment comes amid a turbulent time for the ride-hailing app, with chief executive Travis Kalanick having stepped down in June amid a shareholder revolt. The firm has also recently hired former Apple marketing executive Bozoma Saint John as chief brand officer to help it clean up its image. 
  Stal has worked for navigat
  
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• Adidas hedges its bets on continued growth of US soccer with lucrative MLS deal

  03-08-2017 11:31
  Adidas has renewed its apparel deal with Major League Soccer (MLS) in what is the largest commercial partnership in the league’s history.
  The new six-year agreement will span the 2018-2024 seasons and is reportedly worth around $700m, representing a significant increase on the previous eight-year deal valued at $25m a year.
  In addition to supplying kits for all 22 clubs in the league, Adidas will also provide footwear and training gear to each of the teams and will remain the official
  
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• Pitch update: Investec, Jaguar Land Rover and Barclays

  03-08-2017 11:13 via campaignlive.co.uk
  Keep up to date with the latest in agency new business with Campaign's Thursday round-up of pitch lists, reviews and wins.
  
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• BBC and Microsoft partner to develop experimental iPlayer service capable of identifying users by their voices

  03-08-2017 11:12
  The BBC is collaborating with Microsoft to develop a proof of concept next generation iPlayer streaming service which could allow it to eavesdrop on living rooms to assist it in suggesting programmes to watch.
  By harnessing voice data emanating from the world around it the BBC wants to go head to head with the likes of Amazon’s Alexa and Google Home to offer a more personalised service.
  The scope of this nascent iPlayer is such that it should be able to work out who is watching it and even
  
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• When discussing the gender pay gap, the digital sector has nothing to be proud of

  03-08-2017 11:08
  Everybody will have read a lot about the gender pay gap and the recent news from the BBC. There’s been a vast amount of comment, some fair, some driven by agenda and lots of misunderstanding. What cannot be argued is that the BBC affair has identified a huge issue and one that needs addressing.
  One mistake is to think that this is limited to the BBC. The coverage that hit the press will have been noted uncomfortably by a significant number of chief executives across the country as by April
  
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• Politico plots to win over UK readers and power players with inside track on Brexit

  03-08-2017 10:44
  It is hardly what Brexit voters intended but the previously hobbling European Union now steps out into the media glare with a self-important strut while Brussels has been transformed from a journalistic backwater to a bona fide news hub.
  Witness how the transatlantic publisher Politico will use its base in the Belgian capital as a launch pad for an expansion into the UK media next month. No one covers the European Union quite like Politico, which a little over two years ago made a major bet on t
  
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• Flipkart completes merger with eBay, despite the snapping of a Snapdeal merger

  03-08-2017 10:27
  Flipkart  may have missed the boat with Snapdeal merger but has successfully completed its merger with eBay which was announced on April 10, 2017. 
  eBay’s millions of active buyers globally will have access to more unique Indian inventory provided by Flipkart.
  Commenting on the deal announcement in April, Devin Wenig, president and ceo of eBay Inc said: “The combination of eBay’s position as a leading global eCommerce company and Flipkart’s market stature will a
  
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• Rajar figures make unwelcome listening for Chris Evan’s Radio 2 breakfast show

  03-08-2017 10:26
  Chris Evans, named as the BBC’s highest paid star, is spluttering into his cornflakes this morning with the publication of the latest batch of Rajar figures which make for unwelcome listening for the Radio 2 breakfast show host.
  Over the past year the flagship early morning slot has hemorrhaged close to half a million listeners, dropping to 9.01m listeners between April and June versus 9.47m over the same period a year earlier.
  Many of these listeners appear to be flitting over to Nick Gri
  
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• Snap signs up measurement partners to help marketers justify spend

  03-08-2017 10:07 via campaignlive.co.uk
  Snap has launched a marketing mix modelling (MMM) partner programme that includes tie-ups with Neustar Marketshare, Analytics Partners, MMA and Nielsen.
  
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• Hackers subvert Amazon Echo to create covert microphone

  03-08-2017 09:54
  Vulnerabilities in the popular Amazon Echo smart speaker have been exploited by a professional hacker to transform the device into something altogether more sinister, allowing those with sinister intentions to turn the household gadgets into covert microphones and more.
  Security researcher Mark Barnes found that the continuous audio stream the device is designed to listen into can be relayed to an attacker, made possible by accessing the hardware inside via connections underneath.
  Barnes achieve
  
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• Turkey of the week: GoCompare.com "Airborne" by in-house

  03-08-2017 09:41 via campaignlive.co.uk
  It's an easy target maybe, but Jeremy Lee thinks GoCompare is plunging new creative depths.
  
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• Helen Mirren makes L’Oreal’s skin crawl with admission moisturiser ‘probably does fuck all’

  03-08-2017 09:30
  Dame Helen Mirren, has put her role as the face of skincare brand L’Oreal in jeopardy after publicly disparaging the brand she is paid to promote by declaring that the well-known moisturiser "probably does fuck all."
  In a remarkably candid interview Mirren went off-script while sat alongside a L’Oreal panel in her capacity as brand ambassador. Addressing her audience Mirren said: “I’m not setting standards for others. All I can do is be who I am. I’ve always loved m
  
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