Marketing news

• Canon wants you to pick up your camera and ‘shoot for greatness’

  10-08-2017 23:53
  Forget your iPhone. A new spot from Canon and Grey New York shows how you can capture the everyday moments with your Cannon camera. In a spot called “Shoot for Greatness,” the brand shows that “Being at the right place at the right time means nothing without the right camera” in an effort to promote their Canon EOS Rebel T7i DSLR.
  Coupled with Chief White Lightning’s song “City Alive,” the spot shows the camera lens cap setting a domino-like effect that
  
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• Mobile gains help The Trade Desk’s revenue growth roar 54% to top $72m

  10-08-2017 23:01
  The Trade Desk continues to defy the wider industry trend of publicly-listed adtech companies experiencing a tough time in terms of revenue fluctuations and share price value; its third quarterly results as public company came in at $72.8m.
  The numbers released today (August 10) represent a 54% year-over-year increase (albeit this compared to 93% growth for the same period 12 months ago) with the company reporting significant increases in mobile and video ad revenue – important factor
  
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• Global VR market to generate revenue in excess of $60bn in 2022

  10-08-2017 22:04
  Virtual reality (VR) technology looks set to gain widespread adoption over the next five years, reaching an installed base of 256 million users worldwide with revenues of over $60bn expected in 2022. 
  While the consumer market is expected to account for most of the market's revenue, the B2B space will expand its share reaching over 40% of the market by 2022, up from 26% in 2015, according to a recent report by ABI research.
  "Content availability remains an issue, but healthy strides we
  
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• Mashable’s Adam Ostrow is joining Tegna as chief digital officer

  10-08-2017 21:02
  Media company Tegna said Adam Ostrow is joining the company as chief digital officer.
  Ostrow was previously chief strategy officer at digital media site Mashable and will be responsible for creating, implementing and evangelizing Tegna’s digital vision and strategy, as well as helping to inform, engage and grow audiences across platforms.
  Ostrow has been with Mashable since 2007 and was the company’s second employee, which Tegna said means he was involved in virtually all aspects of
  
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• Los Angeles Chargers ‘Fight for LA’ in new ad campaign from Saatchi & Saatchi

  10-08-2017 20:38
  Los Angeles went from zero football teams to two in the last couple of years, and now the Rams and the Chargers are in-town rivals trying to grab the biggest and most loyal fan base. But a new campaign for the Los Angeles Chargers from Saatchi & Saatchi shows that the ‘Fight for LA’ won’t be won just by the team being there.
  The advertising campaign highlights the team's return to the city it originally called home and points to the start of the 2017 NFL season.
  I
  
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• Drambuie puts modern touch to brand's jazz heritage

  10-08-2017 19:22 via campaignlive.co.uk
  "The Brass and Crimson", lead by creative agency Exposure X, returns for a third year celebrating modern interpretations of Drambuie's jazz heritage which made it world-famous.
  
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• European cross-industry body chases 'baseline of quality' with new viewability principles

  10-08-2017 18:33
  The Interactive Advertising Bureau Europe (IAB Europe), the European Association of Communications Agencies (EACA) and the World Federation of Advertisers (WFA) are seeking to tackle mistrust around metrics with the launch of a fresh set of viewability principles.
  The trio came together in 2015 to form the European Viewability Steering Group (EVSG), a cross-industry body dedicated to promoting honest advertising and high professional standards – and now for the first time the group has lau
  
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• Livestreaming is key to building authenticity

  10-08-2017 17:11
  Marketing has been obsessed with authenticity for as long as it has existed. Of late, it’s why Dove has been so successful with its ‘Real Beauty’ campaign (recent body-shaped bottles fiasco notwithstanding).
  Consumers subconsciously think of Dove as a bit more than just soap – it is soap created by a company that really cares about how you feel in your own Dove-lathered skin. In fact, it’s not a soap company at all, it is a skin company. Excuse the weird imagery, bu
  
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• Kendall Jenner becomes da Vinci’s Vitruvian Man in kaleidoscopic Adidas Originals spot

  10-08-2017 17:11
  Adidas Originals has enlisted ‘a new cast of creative visionaries’ for the third ad of its Original Is Never Finished platform, which colourfully riffs on the work of Botticelli and da Vinci to a haunting remix of Frank Sinatra’s My Way.
  Kendall Jenner – debatable in her role as a ‘creative visionary’ but an Adidas ambassador nonetheless – is joined by Playboi Carti, 21 Savage, Young Thug and James Harden. The
  
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• Typography in virtual reality: the new frontier

  10-08-2017 16:18
  Modern typography marches in lockstep with technology, as it has since the written letter’s infancy hundreds of years ago. In the 21st century, the newest frontiers for typography are the worlds of virtual, mixed, and augmented reality.
  These brave new design environments put fresh demands on type designers as well as graphic designers, and raise a thorny yet fascinating tangle of questions about legibility, letterform design, and typeface selection.
  For a user, the spatial aspect and imme
  
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• EasyJet eases into music with sleep-inducing Jet Sounds single

  10-08-2017 15:50
  EasyJet is looking to raise money for charity with the release of a single composed entirely of engine noise.
  With a track arguably better than some of the songs in the chart, easyJet hopes to raise money for the Children’s Sleep Charity.
  The airline is looking to help insomniacs and restless sleepers doze off at night with the release of sleep inducing noises, ie the sound of an easyJet (jet) travelling from London Gatwick to Nice.
  Imaginatively entitled ‘Jet Sounds’
  
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• Monocle bucks the trend and enters print: ‘How would you do a newspaper if you could start from scratch?’

  10-08-2017 15:22
  Monthly magazine Monocle is set to release a weekly newspaper, a move it said represents its "confidence in print" as well as the need for "continuous product innovation", at a time when there's diminishing positivity for newspapers.
  Monocle - The Summer Weekly looks to hone in on audiences with its arts, design, lifestyle and global affairs coverage, delivered in the 48-page Berliner format once favoured by the Guardian.
  To fund the drive, the company will only offer full-page or double spread
  
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• FFS invents 'Shoga' to show how rough it gets in the pursuit of smoothness

  10-08-2017 15:13 via campaignlive.co.uk
  For its first "proper" digital campaign, 18-month-old startup FFS (Friction Free Shaving) wants to spread the word that it understands how frustrating shaving can be for women.
  
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• The Female Quotient’s CEO on redesigning emotional connections with customers |Brand love stories

  10-08-2017 15:00
  Brand love stories is a video series by Oath, home to 50+ media technology brands, exploring the nuanced aspects that connect customers to brands they love, with keys insights and perspectives from some of the best minds in the industry.
  Brands cannot forge a real relationship with their customers if they can’t measure how emotionally connected they are to their brands. This is the point of view outlined by Shelley Zalis, chief executive officer at The Female Quotient in the second ep
  
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• Why is everyone suddenly talking about Amazon?

  10-08-2017 14:38
  If you’ve been keeping any kind of eye on the digital industry lately, you are probably aware that Amazon has become a prominent subject in many conferences, articles and digital strategies.
  While some might cheekily suggest that the sudden interest in Amazon is driven at least in part by a will to move swiftly on from talking about programmatic and ad fraud implications, it’s very true that Amazon’s ability to influence online sales both within and outside of their web do
  
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• Economist reclaims current affairs top spot from Private Eye

  10-08-2017 14:26 via campaignlive.co.uk
  The Economist has once again overtaken Private Eye as the biggest current affairs magazine in the UK and Ireland from Private Eye, the latest ABCs show.
  
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• Rocket Fuel named as Snapchat partner

  10-08-2017 14:15
  Rocket Fuel is relying on platform revenues, plus advertiser demand for Snapchat inventory to augment its revenue stream with the video sharing app naming it as a demand partner. This comes a day after it reported revenues of $90.7m for the second quarter.
  The adtech outfit, which is currently under offer from Sizmek, has today (August 10) been named a Snapchat Certified Partner, meaning media buyers can use the platform to buy inventory on the popular video-sharing app including custo
  
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• Creative Director’s Choice: Keith Cartwright, BSSP on KFC

  10-08-2017 14:00
  The Drum celebrates the diversity and bounty of creativity in all marketing, advertising and entertainment forms. Through our Creative Works section, we feature an array of campaigns from around the globe by talented agencies, producers and creatives.
  We wanted to let some of those creatives have a say in what they think are some of the best campaigns out there – who’s doing it right and what it takes to stay on top of the ad game. So each week we’re featuring the words of a cr
  
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• Eurosport Digital tags in Mullenlowe London as its European agency of record

  10-08-2017 13:59
  Eurosport Digital has appointed MullenLowe London as a full service European agency partner following a competitive pitch.
  The Discovery Communications-owned company has enlisted the agency to handle media, creative and CRM as it's European agency of record in the hope of seeing a more unified media landscape.
  Alex Kaplan, executive vice president of commercial at Eurosport Digital, said: “The continued development of Eurosport Digital is playing a key role in the aggressive expansion of o
  
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• Women Lifestyle: Time Inc's Look drops more than a third while Hearst posts growth

  10-08-2017 13:56 via campaignlive.co.uk
  Time Inc's Look was the biggest loser in the women's lifestyle sector, with its circulation in freefall.
  
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• Time Inc's Look drops more than a third while Hearst posts growth

  10-08-2017 13:56 via campaignlive.co.uk
  Time Inc's Look was the biggest loser in the women's lifestyle sector, with its circulation in freefall.
  
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• Time Inc's Look drops 30%

  10-08-2017 13:56 via campaignlive.co.uk
  Time Inc's Look was the biggest loser in the women's lifestyle sector, with its circulation in freefall.
  
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• How Ikea responded to the news HBO's Game of Thrones uses its rugs as costumes

  10-08-2017 13:30
  HBO's Game of Thrones is one of the most spectacular and fully realised worlds to ever grace TV, however, costume designers have been cutting corners, using Ikea rugs as pelts and capes for some of its extras - which Swedish retailer was all too happy to jump on.
  In the show, the northern-dwelling Nightwatch, led by commander and king of the north Jon Snow, wear animal skins as to not freeze when winter comes. Instead of decking out the soldiers in real pelts, costume designers elected to t
  
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• Trendwatching and Else look at the future of CX with immersive event

  10-08-2017 13:20
  Else, an experience design consultancy, hosted an evening event on 27 July, in partnership with consumer insight and trends outfit TrendWatching, where they brought client-side innovators together to define the future of customer experience in their industries.
  In its debut quarterly event, The Future of CX was both a celebration and a provocation to individuals and companies building compelling real world experiences for their users. Representatives from a number of blu
  
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• GE’s CMO Linda Boff on why marketing leaders must be ‘growth hunters’

  10-08-2017 13:05
  “Every marketer needs to know the language of business and finance, and the language around the metrics and KPIs that are critical to their company. Those are the table stakes,” argues General Electric CMO, Linda Boff.
  A firm believer that marketers need to be “growth hunters”, Boff thinks it would be a big mistake for any marketer not to be thinking about the big picture or how to push the business forward.
  The marketing team at GE has therefore adopted a growth hunting
  
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• BT's group brand director on digital transformation and the increase of beacons and tracking in OOH

  10-08-2017 13:00
  Claire Sadler is group brand director of BT Group who serve millions of customers across consumer, business and public sector markets.  Her responsibility lies in marketing, brand experience and guardianship across all the BT Group brands.
  BT is unifying its consumer-facing and B2B brands under one singular strapline, ‘Be There’. Putting an emphasis on the the role communication plays in people’s lives. The overall campaign will be supported by investment in out of ho
  
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• Google execs tackle ‘unfounded bias’ against women, answering anti-diversity rant

  10-08-2017 12:57
  Google, and indeed YouTube, have been under the microscope this week as the company embarks on some soul searching after an engineer was fired for arguing against gender diversity in a very public memo.
  James Dimore, who was fired for his comments on Monday, wrote among other things that women are more likely to be suffer from neuroticism, and “also have a stronger interest in people rather than things”, which he argued made them more suitable for social roles rather than the coding
  
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• Women's weeklies suffer double-digit readership drop

  10-08-2017 12:42 via campaignlive.co.uk
  Women's weekly magazines are down by nearly 11%, according to the latest ABC figures for consumer magazines, while Time Inc suffered the worst combined annual readership loss among the major publishers.
  
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• Women's weeklies suffer double-digit circulation drop

  10-08-2017 12:42 via campaignlive.co.uk
  Women's weekly magazines are down by nearly 11%, according to the latest ABC figures for consumer magazines, while Time Inc suffered the worst combined annual readership loss among the major publishers.
  
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• Digital transformation in B2B marketing is slowed by the lack of an adoption strategy

  10-08-2017 12:23
  Rapid advancements and adoption of technology aside, only one-fifth of B2B marketers find their businesses have adopted digital transformation programs.
  A recent report in eMarketer suggests that adopting digital transformation programs have been undertaken by  only 21% of the marketers according to  Technology for Marketing (TFM) and Smart Insights.  While only 9% of marketers say they have had a strategy in place for two years,  only 6% of those marketers said they are
  
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• International round-up: McDonald’s expands in China, Marriott teams up with Alibaba

  10-08-2017 12:16
  McDonald’s looks to double stores in China by 2022
  McDonald’s is lovin’ it in China. It has plans to almost double the number of outlets in the country over the next five years.
  The fast food giant has formed a “strategic partnership” with conglomerate holding companies CITIC and Carlyle Group, selling most of its China and Hong Kong business to both partners for approximately $2.1bn.
  McDonald’s, which is hoping the partnership will help it expand in the world
  
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• What if Snap was bought by Google?

  10-08-2017 12:09
  It may be unlikely. It may require Snap chief executive Evan Spiegel to change his mind about the merits of independence but if it were to happen then a Google/Snap  partnership could benefit both brands. 
  While Google would provide the cash and the scale, having struggled previously to develop something truly different to compete with Facebook, Snap, the parent company of Snapchat, would furnish its new owner with a 
  
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• Ad industry unites to create first European viewability standard

  10-08-2017 12:09
  The European ad industry is publishing its first set of viewability principles as it looks to create a standards framework that it hopes will become the benchmark online.
  Currently, different platforms have different viewability standards. For example, Facebook counts a view as 50% of an ad being in view for one second, while Twitter uses a standard of 100% in view.
  Agencies also have their own standards, with GroupM only counting an ad as viewable if it is 100% in view, while others use lower b
  
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• Ad industry looks to create first European viewability standard

  10-08-2017 12:09
  The European ad industry is publishing its first set of viewability principles as it looks to create a standards framework that it hopes will become the benchmark online.
  Currently, different platforms have different viewability standards. For example, Facebook counts a view as 50% of an ad being in view for one second, while Twitter uses a standard of 100% in view.
  Agencies also have their own standards, with GroupM only counting an ad as viewable if it is 100% in view, while others use lower b
  
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• GDPR will render 75% of UK marketing data obsolete

  10-08-2017 11:54 via campaignlive.co.uk
  Up to three-quarters of customer data on marketing databases will become useless in the UK on 25 May 2018, according to a new study.
  
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• Walmart blasted after image shows rifles in back-to-school section

  10-08-2017 11:48
  An in-store display in a Walmart has shocked social media users for appearing to sell rifles in the back-to-school section.
  The notice, ‘Own the School Year Like a Hero’ was positioned atop a rifle case, at an undisclosed store. The campaign, which is being fronted by DC superheroes, has been somewhat tainted by a mistake or malevolent suggestion from a customer or employee.
  Walmart said on social media that it had removed the sign. A second statement reported that there ‘was n
  
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• Nike goes the distance with Mo Farah ‘Smile’ tribute

  10-08-2017 11:48
  Sportswear giant Nike has paid tribute to the golden career of British distance runner Mo Farah after tasking Wieden+Kennedy to produce a short video celebrating the sacrifice and mindset required to go the pace on the running track, capped by an ‘unbeatable smile’.
  Best known for his Mobot celebratory hand gesture after sweeping all before him on the track Nike delves behind the scenes to document the sweat and sacrifice born of the grueling training regimen necessary to get Farah o
  
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• MullenLowe wins full-service Eurosport account

  10-08-2017 11:27 via campaignlive.co.uk
  Eurosport Digital, the sport broadcaster's direct-to-consumer business, has appointed MullenLowe London as its full-service European agency.
  
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• Channel 4 anoints Alice Tonge as head of 4creative

  10-08-2017 11:13
  Channel 4 has promoted Alice Tonge as the new head of its in-house creative agency 4creative to lead the production of "ground-breaking, risky, culturally potent and innovative campaigns".
  Reporting directly to chief marketing and communications officer Dan Brooke, Tonge has been handed the creative remit having previously served as head of creative and design within the in-house agency. In this role she contributed to a well-received re-brand of Channel 4 in 2015 along with the lauded
  
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• Morrisons throws shade on supermarket rivals with pledge to avoid 'fake farm' branding

  10-08-2017 10:57 via campaignlive.co.uk
  Morrisons has implicitly criticised the marketing of its rivals Tesco and Asda with an announcement that it would refrain from using fictional farm names on its products.
  
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• Weibo profits surge 184% driven by strong advertising and marketing revenues

  10-08-2017 10:45
  Weibo has reported an 184% jump in profits to reach a record $73.5m off the back of a strong advertising and marketing business, according to the companies second quarter results.  
  China’s Twitter-like microblogging platform, reported a 72% increase in net revenues of $253.4m, driven by advertising and marketing revenues which increased 72% year-on-year to reach $218.3m.
  Weibo’s monthly active users (MAUs) grew 28% year-on-year to reach 361 million in June 2017, with 92% o
  
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• Alibaba claims IP protection platform can remove fake listings within 24 hours

  10-08-2017 10:40
  In its latest efforts to promote brand safety and protection on its platforms, ecommerce giant Alibaba today unveiled enhancements to its intellectual property (IP) protection platform.
  The move comes three days after French luxury goods company Kering dropped its lawsuit against Alibaba for carrying counterfeit goods and established a joint task force with the Chinese company.
  The new enhancements include, amongst others, multi-lingual trademark-recognition, improved search engine optimisation
  
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• CHI promotes Clark and Simmons to joint MDs

  10-08-2017 10:39 via campaignlive.co.uk
  CHI & Partners has promoted Sarah Clark and Gary Simmons to the newly-created roles of joint managing directors.
  
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• Hike ventures into entertainment to expand its marketing strategy

  10-08-2017 10:17
  To stay ahead of its rival Whatsapp, homegrown Hike has ventured into entertainment by partnering with V Creations to promote the movie VIP2.
  As part of promotions, Hike has created stickers and filters for their fans. They have also integrated various activities for the users where the can also try out the live filters featuring actor Dhanush’s signature helmet and Kajol’s cool dark glasses.  
  Hike spokesperson said “We are excited to be associated with VIP2, a film which
  
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• Facebook challenges YouTube and TV with dedicated video service

  10-08-2017 10:04
  Facebook is mounting its first direct challenge to YouTube and established TV networks with the launch of its own dedicated video channel designed to bring a degree of professionalism to a segment that has thus far been dominated by home videos, amateur content and short clips of material available elsewhere.
  As such the social network’s 2 billion monthly users will now be presented with a ‘watch’ tab from which a range of shows, many of them funded directly by Facebo
  
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• Accenture adds creative marketing expertise via Wire Stone acquisition

  10-08-2017 09:35
  Professional services brand Accenture is doubling down on connected customer experiences with its takeover of marketing agency Wire Stone which specializes in marrying technology with creativity in the consumer and digital marketing sphere.
  At root the acquisition will serve to bolster Accenture Interactive’s existing prowess in delivering data-driven creative work in addition to creating end-to-end consumer experiences.
  Glen Hartman, head of Accenture Interactive in North America commente
  
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• Kargo expands footprints in Asia Pacific with opening of New Zealand office

  10-08-2017 09:24
  Half a year after opening its first Asia Pacific office in Australia, mobile brand advertising company Kargo is expanding its footprint in the region again with the launch of an office in neighbouring New Zealand.
  The Auckland office will be led by former Blis regional manager, Tim Richards, who will hold the role of sales manager and will be tasked with promoting Kargo's mobile advertising capabilities directly to agencies and brands throughout the country.
  “Kargo New Zealand is the next,
  
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• Twitter creators join global video relay from Sydney to Vancouver

  10-08-2017 09:15 via campaignlive.co.uk
  Twitter is hosting a live global video relay to showcase local creators and influencers in a first for the social media platform.
  
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• Nissan enlists Pigcasso the painting pig for Skyline campaign

  10-08-2017 09:13
  South Africa’s famous painting pig, Pigcasso, steals the show in an entertaining campaign from Nissan to celebrate the 60th anniversary of its Skyline model.
  Pigcasso, who has found fame thanks to the complex line artworks she creates, features in the spot alongside world-renowned race driver Michael Krumm.
  Nissan used one of Pigcasso’s creations to design a race track and then challenged Krumm to navigate the course.
  The spot aims to promote the Nissan Skyline’s continually ev
  
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• Hot Dam: The top 10 creative agencies in Amsterdam (part 2)

  10-08-2017 09:00
  Who are the most successful agencies in Amsterdam? In The Drum magazine's latest Creative Cities supplement, we profiled the 10 of the most awarded Dutch shops as ranked by the most recent Big Won report.
  N=5
  In 1999, Romke Oortwijn, Peter Hebbing, Ole Christern and Marc Oosterhout founded what they describe as “a Rotterdam agency in Amsterdam” – their way of explaining a strictly ‘no-nonsense’ approach to advertising that is defined by openness and transparency.
  It
  
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