Marketing news

• Marketing leaders worldwide lament the presence of too much jargon in their profession

  07-08-2017 22:18
   An astounding 83% of senior global marketing professionals think there’s too much marketing jargon in the profession that adds unnecessary complexity to the digital marketing landscape.
  Media and marketing consultancy, NewBase (formerly Publicitas International), has announced new findings from its latest survey of over 1,000 global marketers fielded between March and April 2017 covering 50 markets, across three languages throughout the Americas, APAC and EMEA.
  The findings
  
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• Apple joins Instagram to show off ‘Shot on iPhone’ photos

  07-08-2017 21:26
  Although Apple has remained mum on social media for most of its existence, the tech giant is beginning to dip its toes into the social waters with the launch of its first Instagram account.
  On August 7, Apple revealed an official Instagram account complete with nine posts. Featuring photos and videos taken by iPhone users across the globe, the campaign is a social extension of the company’s ‘Shot on iPhone’ campaign that launched in 2015 and has since appeared on billboards, te
  
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• Six years later, the FT returns to Apple’s App Store

  07-08-2017 21:15
  The Financial Times is reportedly launching a new iOS app in the US and the UK, more than six years after it launched a web-based mobile application in light of a dispute with Apple over revenue and data sharing.
  That’s according to the Wall Street Journal, which reports that the new app will only be accessible to existing FT subscribers – new subscribers will have to make their purchases via the FT website before logging in, which means Apple still won’t get a c
  
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• 'Spirit of Summer' pop-up tasting experience launches for M&S in Leeds

  07-08-2017 18:09
  M&S will be launching the first pop-up tasting experience for their 'Spirit of Summer' campaign in Leeds. The experience has been created by RPM. 
  The experience aims to bring the essence of the Mediterranean to the UK, where the campaign aims to sample the new food range to 50,000 people while really immersing them in an authentic Mediterranean experience. 
  M&S have tracked down the very best regional dishes and ingredients from Sicily to Sardinia, Portugal to the south of Fra
  
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• ‘Simply put, diversity is profitability’: Beyond the Brief featuring Bianca Guimaraes, BBDO

  07-08-2017 17:45
  Not even a full decade ago, BBDO associate creative director Bianca Guimaraes graduated from university with the same aspirations as any other hungry creative.
  Fast-forward a bit, just past the chance encounter with an agency exec that brought her from Sao Paolo, Brazil to New York City to JWT New York. For some, just getting hired off raw talent and high potential by a historic agency in the home of advertising would be enough. You would think, but if you’ve ever read The New York Times,
  
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• Facebook is going to start penalizing slow webpages

  07-08-2017 17:19
  Facebook said it is updating its News Feed in the coming months to show users “more stories that will load quickly on mobile and fewer stories that might take longer to load.”
  This means Facebook will take into account the estimated load time of a webpage that a user clicks to from any link in the News Feed on the mobile app, including the person’s current network connection and the general speed of the corresponding page.
  “If signals indicate the webpage will load q
  
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• Name drop: Brands that shortened their names like Dunkin' (Donuts)

  07-08-2017 17:13
  What’s in a name? Nowadays it appears that companies are striving to strengthen their visual identities and shorten their names as logos and branding increasingly need to work on multiple platforms including on mobile – this seems to be the logic behind Dunkin’ Donuts rebrand to Dunkin’ earlier this week.
  The company looks to stream back its name to reflect a more diverse line of products and lean more on the visual power of its logo, it said in a statement: “W
  
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• Is soccer a good investment for American advertisers yet?

  07-08-2017 16:58
  20 years on from the launch of major efforts to popularize soccer in the U.S., it’s fair to ask: Has it caught on? 
  While long seen as a niche interest, the numbers don’t lie. 
  One strong example is the Women’s World Cup in 2015. While women’s soccer is a niche within a niche, the outcomes for viewership and advertising defied expectations. Fox out-earned its estimates for ads for the tournament, pulling in $40m – a massive $23m more than it had
  
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• Independent Influence: Austin’s Preacher finds inspiration in its in-house art gallery

  07-08-2017 16:48
  Welcome to Independent Influence, a weekly series that spotlights the work, perspectives and inspirations behind independent agencies across the country. This week we're featuring Austin-based agency Preacher and the art gallery that its founders built within the agency. 
  When Mother New York alumni Rob Baird, Krystle Loyland and Seth Gaffney founded Preacher in Austin, Texas three years ago, the trio were well aware of the fact that the city was quickly establishing itself as a hotbed
  
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• Netflix acquires comic book publisher behind Kick-Ass and Kingsman as part of drive to own IP

  07-08-2017 16:39
  Netflix has acquired comic book publishing company Millarworld, the streaming service’s first acqusition that spotlights its drive to become a production powerhouse by owning more intellectual property.
  Millarworld was founded nearly 15 years ago by Scottish comicbook writer Mark Millar as a creator-owned comic-book company for artists who no longer wanted to work under DC and Marvel.
  Prior to starting the company, Millar spent eight years at Marvel, where he developed the c
  
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• Extensions available now for The Drum Content Awards 2017

  07-08-2017 16:30
  The deadline for The Drum Content Awards 2017 has passed but you can still enter by applying for an extension.
  These awards continue to seek the top talent in content marketing to reward them with such titles as: content marketing agency of the year, best branded content campaign, best use of content on social platform, most innovative of creative use of content, best content marketing ROI/measurement programme and many more.
  If you missed the deadline, make sure you enter yo
  
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• Behind the scenes on the Do It Day animated promo video

  07-08-2017 16:00
  Do It Day's mission is to empower marketers to change the world and that is exactly what it aims to to do for 2017.
  Doing their part for Do It Day, the team over at The Animation Guys created a video to explain exactly what the campaign is and what participants will do over the coming months.
  Video of The Drum Do It Day 2017 Animation 
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  The Drum spoke to Jamien Middleton, managing director of The Animation Guys about the origins behind the video and their involvement with Do It Da
  
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• Breaking barriers: do we speak the language travellers want to hear?

  07-08-2017 14:44
  The travel industry is worth over $1.2bn per year, but DMOs are yet to adapt to the changing needs of the experiential traveller.
  Consumers were once defined by their possessions, but there’s been a fundamental shift towards being defined by our experiences.
  We no longer crave holiday souvenirs, but instead want stories to remember and to share. Seeing something different isn’t enough. We want distinct and memorable experiences. This is more than just being where the locals are, but
  
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• How to change, innovate, reformulate and still guarantee customer loyalty

  07-08-2017 14:35
  This week has seen a number of changes from the retirement of Prince Phillip from official duties – although reports of his death in the Telegraph were greatly exaggerated – to Neymar’s record breaking €222m transfer to Paris Saint-Germain.  
  Then there was all change again in the White House with the departure of White House communications director Anthony Scaramucci. 
  In the media and marketing industry change is often painful and expensive, and intro
  
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• The Guardian reimagines media planning as a B2B bed-time story

  07-08-2017 14:27
  The Guardian is changing tack in its drive to win the business of media buyers, collaborating with Oliver Group to produce the tongue-in-cheek publication ‘Learn about the world of…The Media Planner’.
  The guide is reminiscent of the Ladybird Books For Grown Ups series, which includes childlike advice on subjects such as ‘The Hangover’ and ‘The Mid-Life Crisis’. The Guardian’s version, however, has been devised as part of its ongoing Platform for A
  
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• Outside London, consumers a fifth more likely to think brands are ignoring them

  07-08-2017 14:21
  As a leading world capital of culture and business, it is easy for brands to focus their efforts on London, however, publisher Trinity Mirror has explored which of the UK’s top companies are performing best outside the metropolitan centre.
  Tapping into the recent political turmoil around the Brexit and the Conservative’s slim majority in parliament, research from Trinity Mirror took a look at the wider advertising ecosystem in the UK as part of its new Brand Index.
  It found
  
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• Tanya Joseph: New data laws are a chance to reset customer relationships

  07-08-2017 14:18
  I have a confession to make. Until relatively recently whenever I saw the letters GDPR, I thought that is for the data geeks to be worried about. But I kept seeing them (the letters, not the geeks) and I figured I had better just check what all the fuss was about.
  I should be clear from the get go: the days of my being responsible for a database of five million contacts are past. Nowadays, all I hold are the contacts on my phone, which I acquired directly from individuals who were clear that I w
  
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• Match.com immortalises eligible bachelors as 3D printed dolls for dating pop-up shop

  07-08-2017 13:56
  In a concept straight out of a horror film, Match.com is turning some of its eligible bachelors into dolls to show the range of people using the service.
  With the help of 3D printing, the company has immortalised in plastic, seven men, each encapsulating a unique type of romance available of female suitors on the site right now.
  The marketing stunt called ‘Model Males’ saw the men exhibited in a pop-up shopping for any women fancying a quick browse of the wares on their lunch breaks
  
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• Manchester City get smart with data to create personalised fan experience platform

  07-08-2017 13:35
  Manchester City are launching a new digital platform that will utilise user data to offer personalised experience for fans while facilitating fan engagement.
  Launching globally today (7 August), the new Cityzens platform has been integrated within Man City's website and has been designed to facilitate engagement between fans as well as with the club itself.
  One of the key tools in allowing fans to come together is the Community Map feature, which allows users to talk with other support
  
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• Twitter, Disney, Microsoft and Ogilvy & Mather to judge The Drum Social Buzz Awards 2017

  07-08-2017 13:20
  The Drum Social Buzz Awards 2017 has launched globally and you can enter now to showcase your hard work in front of companies like Twitter, Disney, Microsoft and Ogilvy & Mather.
  The awards are open internationally to any individual or agency, company, brand and organisation and is the perfect way for you to show of your work to the rest of the industry.
  Judges for this year's awards include: Microsoft’s Paul Fabretti, Disney’s Lucy Amos, Twitter’s Eimear Lam
  
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• Ad of the Day: Marvel enlists the Hoff for schlocky Guardians of the Galaxy music video

  07-08-2017 13:13
  Actor and musician David Hasselhoff has appeared in promotional material for Marvel’s Guardians of the Galaxy: Vol. 2 after fans reacted positively to his bizarre cameo in the movie.
  Underlining his pseudo-appearance in the film as protagonist Peter Quill’s (Chris Pratt) personified image of the perfect dad, the Hoff has tied into the studio’s music-centric marketing around the Guardians franchise, which has led to partnerships with Doritos and Spotify.
  A ha
  
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• Tremor Video sells DSP to Taptica for $50m to become pure sell-side platform

  07-08-2017 12:36
  Tremor Video has sold its demand-side platform to mobile adtech company Taptica for $50m as it becomes a pure-play sell-side platform, forming part of a wider trend of consolidation in adtech.
  Taptica, a UK-listed Israeli business, hopes the deal will significantly boost its presence in the US digital advertising market as it looks to “bridge the gap” between the East and the West and become the leader in demand-side mobile and video advertising.
  Tremor Video DSP will operate as
  
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• Channel 4’s controversial Diana doc becomes its top rating show of the year despite boycott calls

  07-08-2017 12:12
  Channel 4’s controversial documentary containing never-before-seen footage of Princess Diana might have been met with mixed reaction from critics but it nevertheless has become the broadcaster’s highest rating show since Gogglebox last year, pulling in 3.5 million viewers overnight.
  The documentary, Diana: In Her Own Words, was aired on Sunday evening (6 August) ahead of the 20th anniversary of the Princess's death in a car crash in Paris on 31 August 1997.
  Despite receiving widespre
  
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• Brand loyalty differs amongst millennials and GenZ but personalized experience resonates for both

  07-08-2017 12:01
  Brand loyalty is evolving among younger generations and is increasingly built on personalized experiences where non-traditional approaches sometimes gain the most loyalty among the young. 
  A survey by loyalty and engagement company Crowdtwist entitled “Generation Z v. Millennials: The Changing Landscape of Loyalty” speaks to a widening gap in brand loyalty among each generation particularly with Generation Z where 57% of those surveyed said they like to shop in a store rath
  
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• Transport for Greater Manchester promotes new smart cards with ‘bleeping’ good time ads

  07-08-2017 11:57
  Transport for Greater Manchester (TfGM) is marking the rollout of a new smart card ticketing system with the release of a video trio illustrating how passengers can enjoy a ‘bleeping’ good time on the bus and tram.
  The Get Me There card aims to simplify journeys by allowing a single transferrable ticket to be used irrespective of the mode of transport used on journeys, convenience illustrated by local actresses Nicole Evans and Safiya Haq who play the same characters at three di
  
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• Coke After-Life: drinks giant offers $1m if you can come up with the next stevia

  07-08-2017 11:50 via campaignlive.co.uk
  Coca-Cola has launched a pair of crowdsourcing challenges in a bid to find natural, calorie-free sweeteners that could potentially be used in its drinks in the future.
  
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• PR guru Richard Hillgrove given top billing in Channel 4 tax dodgers show

  07-08-2017 11:37
  Fresh from his own run-in with HMRC PR guru Richard Hillgrove is to star in the opening episode of a new Channel 4 documentary which lifts a lid on the public servants tasked with bringing Britain’s tax dodgers to account.
  Catching the Tax Dodgers will air on Monday 14 August at 22:00 with Hillgrove taking top billing following his own brush with the dreaded tax collection agency.
  Five years ago Hillgrove and his wife Lois were unceremoniously yanked from their bed during a dawn raid on th
  
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• Why internalising your marketing function is probably a bad idea

  07-08-2017 11:20
  Media coverage of brands internalising their marketing resource, i.e. creating an in-house agency, tends to focus on megabrands such as Pepsi, but the truth is that most small and medium-sized brands almost always reach a point where they too begin to question how best to resource their marketing needs.
  Let’s say a business is spending around £5000 every month with a digital marketing agency, in return for maybe five to seven days of resource. The brand’s management team then s
  
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• Australian fashion label Soulan Zee urged to withdraw 'Ganesha Booty' protests from Hindus

  07-08-2017 11:16
  Hindus have vented their fury towards Melbourne fashion label, Soulan Zee, urging the festival fashion wear company to withdraw clothing featuring images of Hindu deity Lord Ganesha.
  A protest is being led by Rajan Zed, president of Universal Society of Hinduism over the offending clothing items, which includes a pair of womens "bootys" or high-waisted bikini-style pants. 
  The clothing is listed as 'Ganesha Bootys' and described as "Sexy high waisted boooootys! These are
  
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• Creative Works featuring Iris, McGarryBowen, BETC Paris, AMV BBDO and more

  07-08-2017 11:12
  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 14 August.
  For project
  
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• Kazakhstan airline hits turbulence with sexist striptease promo

  07-08-2017 11:03
  Kazakhstan-based travel agency Chocotravel is courting controversy after asking its female flight attendants to pose in the nude for its latest campaign, with nothing but a company scarf to protect their modesty.
  Seven stewardesses were asked to bare all for the eye-catching line-up, designed to encourage (presumably male) customers to snap up tickets for the budget Eastern European Airline.
  A promotional video shows that the models would have little trouble gaining passengers attention for
  
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• Creative Work of the Week: Nissan pumps out noise pollution at a yoga class and picnic

  07-08-2017 10:30
  Nissan and DigitasLBi have claimed gold in Creative Work of the Week with their trio of ‘Unacceptable’ spots, which each feature a serene location, a loudspeaker and noise pollution caused by traffic.
  Falling under the #ElectrifyTheWorld campaign, each video aims to raise awareness of how our cities could soon become free of traffic noise thanks to electrification. By literally bringing the traffic noise of European cities to the yoga studio, a picnic and a camping spot, the spots &n
  
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• Anatomy of a Leader: The key skills marketers must possess

  07-08-2017 10:30
  To read the full feature with in-depth analysis of the research click here: Do you have the Anatomy of a Leader?
  The post Anatomy of a Leader: The key skills marketers must possess appeared first on Marketing Week.
  
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• UK-listed Taptica breaks into US with $50m Tremor Video acquisition

  07-08-2017 10:29 via campaignlive.co.uk
  Taptica, an Israeli-founded and UK-listed ad tech mobile platform company, has doubled its size with the acquisition the DSP division of US-based company, Tremor Video.
  
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• Paddy Power Betfair CEO succession confirmed with Peter Jackson replacing Breon Corcoran

  07-08-2017 10:26
  Paddy Power Betfair is set for significant change at the top after the Irish betting house confirmed that CEO Breon Corcoran is to stand down after 16 years at the helm to make way for former WorldPay CEO Peter Jackson.
  Corcoran will remain in post for the interim, pending a formal start date for Jackson which will be made in due course, cementing a merger with Betfair – one of the defining moves of his tenure.
  Jackson is an old hand in the consumer sphere with experience as CEO of Travele
  
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• Russell Parsons: The modern marketing leaders might not be who you think

  07-08-2017 10:19
  A week rarely goes by without hearing that ‘this is the best time to be a marketer’. Justification for such claims usually centres on the depth and breadth of responsibility the modern marketer enjoys.
  A marketer now drives the technology, purpose and customer agenda of a business, it is often said. And when they are not leading the charge in these areas, they are working with HR on driving culture change and IT on digital transformation.
  It is with this in mind we have decided to l
  
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• Birds Eye transforms the humble potato in new premium deli chips campaign

  07-08-2017 10:17
  Birds Eye is showcasing the transformation of the humble potato into deli chips in a new campaign by J. Walter Thompson Melbourne. 
  The campaign aims to challenge peoples perceptions of frozen food by showcasing the craftsmanship that goes into its premium chip range Birds Eye Deli Chips. 
  Director Simon Harsent and the production team created movie-like sets for the ad, which was shot at Sydney's Fox Studios. The sets featured 7m by 3m hanging backdrops that featured wo
  
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• Tom Goodwin: The future of retail is everything being shoppable

  07-08-2017 10:02
  Alibaba is the world’s largest retailer, selling more than Amazon and eBay combined to over 200 countries. And yet, it holds no inventory. It does no shipping or selling. Perhaps it’s defined best by what it doesn’t do.
  There is nothing new about platforms or marketplaces, but we’re seeing the world of retail start to be less about vertical operations or integration and far more about providing thin, horizontal slices of value.
  Even companies touted as being ‘verti
  
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• Clothing brand faces mission impossible as it seeks to make the swastika fashionable

  07-08-2017 09:52
  A clothing brand has set itself the onerous challenge of neutralizing one of the biggest taboos in fashion by shearing associations of Nazi Germany away from the swastika symbol.
  The hooked cross symbol has been off-limits to all but the most ardent neo-Nazis since 1945 but KA Design believe that the time is now right to return the symbol to its religious roots as a sacred symbol in Hinduism, Buddhism, Jainism, and Odinism.
  To sway perceptions the fashion house has published a series of its Swas
  
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• Luxury group Kering drops court case and partners with Alibaba for anti-counterfeiting taskforce

  07-08-2017 09:22
  French luxury group Kering and Alibaba Group have established a joint task force to fight against counterfeiting on Alibaba’s online marketplaces.
  The deal, which was agreed last week, will see Kering drop its lawsuit against Alibaba and Alipay, the Ant Financial subsidiary that is part of Alibaba Group.
  Kering, which owns the luxury fashion brands Gucci and Saint Laurent, launched the legal action in 2015 accusing Alibaba of being complicit in the sale of counterfeit goods on its websites
  
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• Grab launches GrabNow to encourage taxi drivers to go cashless

  07-08-2017 09:16
  Grab has launched GrabNow in Singapore, which allows passengers to flag down and connect instantly with a GrabTaxi driver through the app, a move the ride-sharing company hopes will encourage drivers to go cashless.
  Grab is Uber's biggest rival in Singapore and this move will help the company step up its competition in the ride-hailing market. 
  After flagging down a taxi that has a GrabNow sticker, passengers will need to launch the Grab app, select the “Standard Taxi” service,
  
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• Creative duo dared by Chuckle Bros to fly an air balloon, Richard Branson and The Drum make it happen

  07-08-2017 08:45
  Sir Richard Branson has gifted a graduate creative duo a free air balloon flight in order for them to fulfil a challenge personally set by the Chuckle Brothers. Sounds bonkers? It gets stranger – but it's a story that underlines the real power of creative partnerships.
  Last week on Holywell Lane, one minute from The Drum’s London office, a handwritten note was spotted pinned to one of Shoreditch’s many graffiti walls. It read:
  “Dear Richard Branson. Can we borrow you
  
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• Why clients don’t buy good work - and what you can do about it’

  07-08-2017 08:18
  If it was possible to invest in words, I'd drop a couple of grand on the the term "fucking client!" I heard it several times a week in multiple agencies across two decades in the ad industry and I reckon it's good for the long-term. 
   
  The 'fucking client' was accused of multiple sins including being chickenshit, not knowing what's good for them, having zero understanding of technology and not being able to spot a good idea if it bit them on the arse.
   
  I heard it so often, I
  
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• I blame the parents – AI needs to be raised right

  07-08-2017 08:13
  Apparently, artificial intelligence is going to take over our lives, our jobs, our minds even and not necessarily in a good way. It’s inevitable.
  Apparently.
  That’s rubbish.
  I blame the parents.
  "We’re all products of our environment" covers everything from pit bulls to career criminals, so why don’t we apply the same thinking to machines?
  Using only Twitter, human beings have radicalised Microsoft’s Tay chatbot into a Hitler-loving maniac.
  Within 24 hours
  
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• When it was good to talk: BT ads through the ages

  07-08-2017 08:03
  BT’s latest ad campaign broke last week with echoes back to its iconic 90s campaign featuring the late actor Bob Hoskins with a similar focus on the brand’s role in bringing people together.
  The new campaign sees BT unify its consumer-facing and B2B brands, including its sport and entertainment offerings, under a singular strapline ‘Be There’. The decision to merge the platforms will herald a new era for its marketing and so to mark the revamp The Drum takes a look&n
  
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• Google diversity row breaks out over engineer's memo

  07-08-2017 08:01 via campaignlive.co.uk
  A Google software engineer's memo criticising its diversity initiatives has gone viral within the company after arguing that "psychological differences" explain why women are underrepresented in tech.
  
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• Colin Lewis: Future leaders will need a compass, not a map

  07-08-2017 08:00
  When discussing leaders and leadership, it’s a good idea to be clear about definitions. There are 17,623 search results on Amazon when you search for marketing leadership. On Google, there are 267 million results.
  Combine that with the millions spent annually by would-be leaders on leadership development courses, and I think we can argue that marketing leadership is important to marketers, but it’s hard to define it in a way that is satisfactory to everyone. Indeed, the very concept
  
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• Mediacorp and SPH collaborate to form joint programmatic trading desk

  07-08-2017 07:46
  Two of Singapore's largest media companies, Mediacorp and Singapore Press Holdings (SPH), have announced that they will collaborate on a joint venture called Singapore Media Exchange (SMX), a programmatic advertising trade desk alliance that will be launch in 2018.
  To be led by a chief executive that will be independent of the two companies, SMX will provide advertisers access to digital inventories owned by properties from both companies like The Straits Times, TODAY and Channel NewsAsia a
  
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• Surge in digital growth sustains global OOH market

  07-08-2017 07:40 via campaignlive.co.uk
  A new study by Magna and IPG Mediabrands predicts a thriving DOOH ad environment over the coming years.
  
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• The real swindlers are those making a reputation by trashing content

  07-08-2017 07:37
  I sometimes come across opinions on content marketing that I disagree with – and that’s often a good thing. Debate is healthy. It’s important to hold content marketing strategies to account and ensure they are genuine strategies rather that just a case of marketers following a fad. Informed discussions on the value of content and the role it should play are great.
   
  Sometimes though, I come across an opinion that I don’t so much disagree with as struggle to understan
  
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