Marketing news

• Facebook is ramping up its premium content play with the purchase of Fayteq

  11-08-2017 23:00
  In the same week as it announced its entry to the video market, Facebook has confirmed the purchase of Fayteq, a company that specializes in post-production effects – a move suggesting that it wants to further premium content on the social network.
  Details of the deal have not been publicly disclosed, although a Facebook spokesperson has confirmed the purchase with press. The startup is Germany-based, with its LinkedIn page suggesting that it has between 11-50 employees, and a statement on
  
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• Fifty-five per cent of business emails read on mobile phones

  11-08-2017 20:26
  Email messages opened on a mobile device have nearly doubled over the past five years.
  A recent report by Return Path, a specialist in email deliverability, analyzed more than 27bn email opens between May 2016 and April 2017 while 55% of emails analyzed during the study period were opened on a mobile device. This is an increase from 29% identified in a similar study in 2012. Additionally, almost 80% of mobile email opens occur on iOS, quadruple the number of mobile opens on Androi
  
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• 55% of business emails read on mobile phones

  11-08-2017 20:26
  Email messages opened on a mobile device have nearly doubled over the past five years.
  A recent report by Return Path, a specialist in email deliverability, analyzed more than 27bn email opens between May 2016 and April 2017 while 55% of emails analyzed during the study period were opened on a mobile device. This is an increase from 29% identified in a similar study in 2012. Additionally, almost 80% of mobile email opens occur on iOS, quadruple the number of mobile opens on Androi
  
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• Keeping it real: how TalkTalk is avoiding the pitfalls of "real people" advertising

  11-08-2017 17:43 via campaignlive.co.uk
  As TalkTalk launches the next instalment of its campaign celebrating the real lives of an everyday family, marketing director David Parslow tells Campaign how the brand is making the reality format work.
  
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• Amazon set to take on Ticketmaster with venue partnership drive

  11-08-2017 17:35
  Amazon is gearing up to challenge Ticketmaster by partnering with US venue owners so it can sell event tickets in a move that could see the e-commerce giant upend yet another industry.
  Reuters cites four unnamed sources in reporting the move and notes potential winners abound: Consumers could theoretically find relief from high fees; venues, leagues and teams could sell more tickets; musicians and teams could sell more merchandise to consumers buying tickets; and Amazon could recr
  
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• Why the battle against sexist school shoes is a fight worth having

  11-08-2017 17:26
  This week a parent shamed Clarks for selling ‘flimsy’ footwear for girls – and Tesco came under fire, too. Are these shoes part of the reason why so many girls drop sport at a young age?Are children’s shoes sexist? There have been campaigns over the past few years to stop toys being marketed specifically for boys or girls. But the new frontier is the shoe shop.This week, Jem Moonie-Dalton was so annoyed after taking her seven-year-old daughter to the local Clarks shoe sho
  
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• Seattle craft beer pioneer Redhook re-energizes brand with help from Duncan Channon

  11-08-2017 17:00
  The Pacific Northwest was the region that kickstarted the craft brew movement, and Seattle’s Redhook Brewery was one of the ones leading the charge. After 35 years, the Northwest craft brewing pioneer is getting a brand makeover, with a new Seattle brewery and pub and smart branding from independent San Francisco agency Duncan Channon.
  As the recent surge of craft beer growth slows – volume up 6% in 2016, compared to 13% the year before, according the Brewers Associati
  
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• Huddersfield Town on being the Premier League’s new challenger brand

  11-08-2017 16:35
  Premier League newcomer Huddersfield Town is hoping to capture the attention of a three billion strong global football fanbase as it embarks on its first season in the top flight for 45 years.
  Since gaining promotion to the Premier League in May following a dramatic play-off final victory at Wembley, the West Yorkshire club has worked on strengthening its brand identity.
  This includes collaborating with long-term sponsor Leeds-based marketing agency Fantastic Media, on a revamped brand identity
  
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• The Contributor Network Live: digital is dead, Joseph upgrades and strategic content is the way forward for the Met Office

  11-08-2017 16:14
  The Drum loves great content and our Contributor Network enables agencies to self-publish their own news, insights, campaigns and case studies on The Drum website to build profile with our audiences. In this week’s Contributor Network Live, we look at how digital is dead, how marketers can save the day in cyber attacks and how strategic content is paving the way for brighter days with the Met Office. 
  Webcredible: Digital transformation is dead 
  Loading...
  For those of us who've
  
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• Why ‘You’ll Never Walk Alone’ sold Western Union on Liverpool FC’s sleeve sponsorship

  11-08-2017 15:49
  Financial services company Western Union earlier this week signed up to be one of the early adopters of the Premier League’s newly rolled-out sleeve sponsorship, throwing in with Anfield-based Liverpool FC on the knowledge that both brands share the same ethos.
  Elizabeth Chambers, chief strategy, product and marketing officer at Western Union, told The Drum that the company was considering a sleeve sponsorship with Liverpool FC ever since the initiative was launched back in March.
  With Sto
  
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• Ad of the Day: Transplant charity targets Game of Thrones fans with ‘season finale’ creative

  11-08-2017 14:41
  Belgian non-profit Reborn to be Alive has launched a campaign to encourage organ donation among Game of Thrones fans, releasing powerful imagery of a transplant candidate who may not live to see the season finale.
  The ad has been published on the back cover of the Belgian Newspaper De Standaard, as well as being released on line to target fans of Game of Thrones. The photo depicts Wim, who is awaiting a new set of lungs, sitting in his wheelchair and holding a sword – a common theme i
  
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• Are brands corrupting consumers’ emotions?

  11-08-2017 14:37
  Whichever way you look, you'll see that brands are looking to engage consumers emotionally and marketing consultants are offering advice on how to create that emotionally engaging strategy and content.  
  And it's not confined to certain sectors with banks are doing it; see Santander’s 'Love Virtually', Nationwide’s latest is 'Fatherhood' and Lloyds Bank has also continued to raised the emotional bar with 'By Your Side' year on year.  Whether it’s a Halfords bike
  
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• Twitter moves further into live news with global BuzzFeed breakfast show

  11-08-2017 14:28
  BuzzFeed is the latest media outlet to ink a live streaming deal with Twitter, unveiling plans to host weekday morning show on the platform to be sponsored by Wendy’s, the Bank of America and Toyota. 
  The concept was originally announced at Twitter’s NewFronts event, but details have since been firmed up with BuzzFeed saying that the show – called AM to DM – will launch in September.
  The format of the progamme will see BuzzFeed news reporters, editors and special gue
  
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• Tommy Hilfiger, Facebook and Burger King on what makes a marketing leader

  11-08-2017 14:20
  From sales and commercial acumen to strategic vision and a commitment to empowering their teams, marketers must possess a diverse range of skills to succeed as a leader in 2017.
  To decipher the essential skills and attributes needed by today’s marketing leaders Marketing Week has carried out an in-depth qualitative and quantitive study, mapping out the ‘Anatomy of a Leader‘.
  READ MORE: Do you have the Anatomy of a Leader?
  Here top marketers f
  
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• Diageo, Google & new data laws: 5 things that mattered this week and why

  11-08-2017 14:07
  Do you have the Anatomy of a Leader?
  What does it take to be a marketing leader today? That’s the question we set out to try and answer with our big piece of research on the Anatomy of a Leader. The findings, based on a survey of more than 600 marketers, found that sales and commercial awareness is considered the most important responsibility, cited by 74% of respondents.
  This is followed by knowledge of campaign planning and strategy (64%), market research (51%) and new product developmen
  
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• Auto Trader shakes up marketing

  11-08-2017 13:21 via campaignlive.co.uk
  Auto Trader, the marketplace for new and used cars, has shaken up its marketing by taking media planning in-house and launched a campaign to focus on the emotional relationship people have with their cars.
  
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• Business on the Move: Eurosport, Subaru and Warehouse

  11-08-2017 13:00
  Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions.
  Account wins
  Eurosport Digital has appointed MullenLowe London as its 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.
  Warehouse, the British women&r
  
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• Brahma’s loopy looping gif ad will make you want a beer

  11-08-2017 12:53
  Brazillian beer Brahma is tired with your supposed gif-making ways, the brand’s bizarre new ad is looking to urge millennials to start connecting with each other offline, and preferably, with alcohol.
  A minute-long ad shows a man repeatedly kicked by a horse, until he exclaims it is 6pm when “Gifing time is over”.
  The work casts shade on internet culture, especially when the down-on-his-luck and bruised protagonist states: “I, for one, have friends waiting for me wit
  
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• Snapchat promises to focus on proving ad effectiveness

  11-08-2017 12:30
  Snapchat believes it still has a job to do convincing brands of its value, as it looks to hone in on the effectiveness of its ads.
  The brand revealed its latest set of results yesterday (10 August), which showed that losses at its parent company Snap Inc nearly quadrupled in the second quarter. Snap lost $443m despite revenues rising 153% to $182m. That was below analyst expectations.
  Growth also slowed, with Snapchat adding 7.3 million new users in the quarter, below the 8 million expected
  
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• Rule number one for corporate accelerators: don’t assume what start-ups need

  11-08-2017 12:23
  A recent piece by the IPA’s David Caygill and Matt Rebeiro on corporate venturing caught our attention recently. Whenever valuable industry insight emerges, we can’t help getting stuck into a debate with colleagues over intricate details.
  The piece explored some valuable points of view around corporate venturing – from investment being (part of) the incentives for startups to 'culture eating strategy for breakfast.' But having spent over a decade working in corporate venturing,
  
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• The mothers of Mother on making bold parenting statements

  11-08-2017 12:20 via campaignlive.co.uk
  From floating a giant inflatable breast above their office to forming a fake company called "The Pregnancy Pause," the creatives at Mother are not afraid to make bold statements about parenting.
  
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• Google takes anniversary hip-hop turntable doodle out for a spin

  11-08-2017 12:13
  Google is inviting searchers to mark the 44th anniversary of the birth of hip-hop with an interactive turntable doodle which affords the ability to mix and match scratch a variety of records.
  Incorporating three original tracks by artist Prince Paul the sophisticated game is introduced by Fab 5 Freddy, former host of ‘Yo! MTV Raps’, who will give inductees a quick crash course in hip-hop history as well as showing them around the record deck.
  Of course, no doodle would be c
  
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• Retail faces a new reality as AR and VR adoption swells

  11-08-2017 12:07
  Studies into the inexorable growth, adoption and market value of VR and AR are rapidly becoming as ubiquitous as the head-scratching of marketers and retailers as to how to best utilise these new and exciting technologies.
  A recent Opinium study in the US unearthed the somewhat dizzying claim that 72% of 25-34 year old consumers want to use VR/AR technology in physical stores - but the vast majority could not say why. This apparent riddle could very easily be held up as an example of the fo
  
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• Omnicom retains UKTV's £15m media account with expanded five-agency deal

  11-08-2017 11:39 via campaignlive.co.uk
  UKTV has agreed a potentially pioneering deal with Omnicom Media Group that will see five agencies work together on the broadcaster's estimated £15m media account.
  
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• How animators and artisan bakers made Channel 4's delicious Bake Off ad

  11-08-2017 11:35 via campaignlive.co.uk
  Bakers and animators laboured side by side for the new Great British Bake Off trailer, which includes 335 baked characters made with 500 eggs, 28kg of sugar and 50kg of flour.
  
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• Juan Mata urges footballers to pledge 1% of salary to charity in emotional Mumbai ad

  11-08-2017 11:27
  With the aim to spark conversation between footballers to give back to the society, a recent campaign titled 'Common Goal' featuring Manchester United's Juan Mata was launched by streetfootballworld.
  Mata is urging the footballers to pledge 1% of their salary to charities in the campaign which was shot in Mumbai, India. The campaign was conceptualized by Dark Horses and they aim to make a team of XI players and base a series of films on the same.
  The campaign has evoked emotional respo
  
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• Amazon defends paying a mere £15m in tax across Europe on revenues of £19.5bn

  11-08-2017 11:20
  Amazon has defended its tax payments after publishing figures showing that it spent just £15m in tax across the entire European continent in 2016, despite posting revenues of £19.5bn.
  In the UK meanwhile Amazon succeeded in halving its HMRC tax bill to just £7.4m from £15.8m on a year-on-year basis in 2016, defying a rise in turnover which increased from £946m to £1.46bn.
  Amazon contends that its wafer-thin profit margins mean that despite raking in billions o
  
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• Pernod Ricard calls Malibu ad review

  11-08-2017 10:58 via campaignlive.co.uk
  The Pernod Ricard-owned coconut rum brand Malibu is talking to agencies about its UK advertising account.
  
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• Facebook Live to unite Van Gogh's five Sunflower paintings for the first time

  11-08-2017 10:38
  Vincent Van Gogh’s five iconic Sunflower paintings are to go on show alongside each other for the first time thanks to Facebook Live.
  The social network will help break a tradition, which has seen each painting languish in isolation around the world for decades. 
  With galleries reluctant to let go of their biggest crowd pleasers and concerns from conservators about the fragility of the paintings, the works of art have hung apart despite repeated attempts to reunite them. However, this
  
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• Snapchat isn't dying, but its stock is still overvalued

  11-08-2017 10:27 via campaignlive.co.uk
  Snap's second quarter results continue to disappoint Wall Street but analysts believe the platform still has promise.
  
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• Toyota aims to shame teens into becoming safer drivers

  11-08-2017 10:26 via campaignlive.co.uk
  Toyota has created a safety smartphone app that threatens to embarrass teenagers if they speed or use their phones while driving.
  
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• News Corp revenues disappoints as weak print advertising weighs on company

  11-08-2017 10:04
  Weak print advertising is continuing to dampen News Corp revenues after the publisher disappointed analysts by falling short of expectations for the fourth quarter.
  In common with other print publishers News Corp is struggling to come to terms with precipitous advertising declines, forcing it to dig ever deeper for cost cutting measures while seeking to grow its digital real estate business as quickly as possible.
  The disappointing numbers from its Dow Jones division, which publishes the Wall St
  
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• Why Ikea is soothing listeners to sleep with its latest ad

  11-08-2017 09:30
  Swedish retail giant Ikea, is looking to promote itself as a provider of rest, by running Autonomous Sensory Meridian Response (ASMR) ads online showing the relaxing benefits of its home goods.
  The company has run a peaceful ad showing college dorms gently being made up, as muted and distinctive sounds provide immense satisfaction.
  Why has the company created an ad that runs a real risk of putting viewers to sleep? The ad's creators - Kerri Homsher from Ikea and Della Matthew from Ogilvy -
  
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• David Sheldrick Wildlife Trust uses voice recognition technology to raise awareness on World Elephant Day

  11-08-2017 09:28
  whiteGREY Australia has joined forces with the David Sheldrick Wildlife Trust and ElephantVoices to launch ‘Hello in Elephant’,  a website to translate messages into the Elephant Language, so that their voice can be shared and heard around the world.
  The campaign is held in conjunction with World Elephant Day on 12 August to raise awareness of endangered elephants as there are currently around 400,000 left and by 2025, it’s projected only
  
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• Asos deploys image search functionality to fashion app

  11-08-2017 09:28
  Asos has become the latest ecommerce retailer to embrace computer vision after it introduced image search functionality to its iOS fashion app for the first time with an Android companion also waiting in the wings.
  The innovation will enable shoppers to simply take or copy a photograph of any clothing or accessory which they desire and the algorithm will dutifully trawl the Asos database of 85,000 products to pick out the closest matches.
  Asos admits the feature is likely to disappoint those see
  
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• Recommended reading: Groundbreaking campaigns and becoming a master of time

  11-08-2017 08:30
  On Time
  Catherine Blyth
  Our world is “addicted to fast”, Catherine Blyth argues, which is why we often feel like we don’t have enough time. Although technology provides us with more shortcuts than ever for completing life’s tasks, we don’t embrace this as a liberation but rather feel pressured to move even quicker, to save even more time.
  Blyth asks why this phenomenon occurs and what we can do about it. She combines neuroscience and psychology research with anecdot
  
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• Thomas Barta: Strategy means nothing without leadership

  11-08-2017 08:00
  Some time ago, a CMO asked me to assess his global team’s capabilities. After two years and a six-figure training investment, marketing – in the eyes of other departments – was still seen as a lightweight function. My diagnosis stopped him in his tracks: “Deep functional expertise, but almost no leadership.”
  Based on my assessment, 90% of his team was now digitally savvy. Half had attended a generic leadership course (with a focus on leading team members). But nobod
  
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• Snapchat shares tumble after underwhelming revenue and user numbers

  11-08-2017 07:57 via campaignlive.co.uk
  Snapchat owner Snap has reported lower-than-expected revenue and a slower growth in daily average users.
  
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• Group M's 'NewCo' will scrap regional offices

  11-08-2017 07:09 via campaignlive.co.uk
  In a move that underscores its commitment to cost efficiency, the new Group M agency formed by MEC and Maxus will remove existing regional management structures.
  
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• SoftBank Vision Fund invests $2.5bn in Flipkart to leverage technology in India

  11-08-2017 07:01
  The Amazon vs Flipkart saga has stepped up a notch as SoftBank Vision Fund announced record investments into India's e-commerce giant Flipkart, in a bid to support innovation and leverage technology. 
  The investments, which are worth $2.5bn, will aid Flipkart's battle against Amazon. The investment is part of the previous announcement by SoftBank to capture 20% stake in both Flipkart and Paytm in India.
  The move is interesting because in 2011, Flipkart wanted to rope in SoftBank a
  
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• Australian agencies urged to reject work on no campaign in same-sex marriage vote

  11-08-2017 06:55
  Australian advertising agencies are being urged to turn down working on the ‘No’ campaign for the country’s upcoming vote for same-sex marriage.
  Australia will next month host a voluntary postal vote on same-sex marriage, the results of which will be used by the government to determine whether it will vote to legalise gay marriage.  
  The controversial move has been widely criticised by opposition politicians and gay-rights activists for fears it will create a degrading and
  
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• MGM China appoints OMD and Xaxis to launch new Macau resort

  11-08-2017 05:47
  Hotel and casino company MGM China has appointed OMD and Xaxis to handle its media account as the company prepares to launch the MGM Cotai resort in Macau.
  The appointments will see the two agencies share responsibilities for media strategy for the launch of the $3.3 billion entertainment resort in the fourth quarter of this year.
  OMD will be responsible for integrated media strategy, planning and buying in Guangzhou and Hong Kong and will also oversee all ATL, search and social media assets acr
  
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• ‘It’s still early days’: Snap says ad products will help deliver better results in time

  11-08-2017 01:45
  The numbers
  For the three months ending June 30, 2017, Snap reported revenue of $182m, up from $71.8m in the year-ago period, but still falling short of Wall Street forecasts of $186.2m.
  In addition, Snap said daily active users (DAUs) increased by 7.3 million in Q2 2017, but that’s down from the 8 million it added in the first quarter – and also lower than analyst expectations, which estimated Snap would close out the second quarter with 174.6 million DAUs. Snap now has 173 million
  
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• Is China's creativity lagging behind other markets?

  11-08-2017 01:34
  China had its best year ever at this year's Cannes Lions. The return of China Day, a host of Chinese speakers and companies – particularly tech giants Tencent and Alibaba, helped ensure the nation’s presence was felt on La Crossiette. However, while China’s technology and innovation were on full display, helping the country bag a record 13 Lions, when it came to more creative categories and topics, China was nowhere to be seen.
  Despite its sheer size and weight, China's medal h
  
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