Marketing news

• Mother elevates new generation of partners to run London

  24-08-2017 22:53 via campaignlive.co.uk
  Mother has appointed its Ana Balarin, Chris Gallery, Hermeti Balarin, and Katie Mackay as equity partners of its London agency to lead the shop in its next stage of evolution.
  
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• Accessible aspiration in the East: a brand manifesto for the West

  24-08-2017 22:43
  By the Arno river, nestled against a lampredotto shop where Florentians devour tripe sandwiches, is a nondescript atelier, a workshop.
  And in this atelier, redolent with the smell of warm leather and nostalgia, sits a man with thick horn-rimmed glasses, hair greying at the temple, hunched over a single shoe that he stitches with the same loving devotion with which Brunelleschi crafted the dome of Florence’s cathedral. It must have been in a workshop like this, about 200 years ago and 1,000
  
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• KFC wants to grill its cooks in a virtual escape kitchen

  24-08-2017 21:17
  KFC is enhancing its cook training program by using virtual reality (VR) to make Colonel Sanders’ still-secret Original Recipe chicken in what it called a more hands-on modern way.
  The Hard Way – a KFC Virtual Training Escape Room is in fact an escape kitchen where participants are guided through the process of preparing KFC chicken – including the 11 secret herbs and spices Sanders once scratched out on the back of his kitchen door. A virtual Sanders is on hand
  
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• Wickes raises awareness of skin cancer by offering tradespeople sun cream in a paint pot

  24-08-2017 18:41
  Trade supply retailer Wickes is doing its part to get its handy customers to better protect their skin with a timely pivot into the sun cream market.
  The company is unveiling a new line of free sun cream in store with packaging much more reminiscent of wood filler or paint than traditional balms, in an awareness drive underlining its research finding that there has been a 119% rise in melanoma skin cancer incidence rates since the early 90s.
  Melanoma is an illness highly contractable in the
  
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• Propellernet bolsters SEO and PR offerings with senior appointments

  24-08-2017 18:02
  Brighton-based digital marketing agency, Propellernet has bolstered its leadership team with two new appointments. Dave Peiris will join the agency as director of technical SEO and Tallulah Cullen will join as head of PR.
  After a raft of recent industry award wins, including the Grand Prix at The Drum Search Awards, the announcement marks a strategic step forward for the agency, ensuring creative SEO campaigns have a seamless blend of search impact and PR appeal.
  Peiris brings over 10 years
  
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• Lonely Whale Foundation tells people to stop sucking in PSA campaign

  24-08-2017 18:02
  A public service announcement (PSA) from the Lonely Whale Foundation is challenging people to stop sucking.
  The humorous spot draws attention to how 500m plastic straws are used every day in the US. Many of those plastic straws end in oceans, polluting the water and harming sea life. The PSA is a call to action, stating that if we don’t act now, by 2050, plastics will outweigh fish.
  Created by creative agency Possible, the PSA (which can be seen by clicking the Cre
  
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• Watch: Virgin Media's giant trampoline bed

  24-08-2017 17:04 via campaignlive.co.uk
  Virgin Media's youngest viewers can now stream their favourite shows via an ad-free app.
  
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• Brand new digital creative agency Kitty announces leadership team

  24-08-2017 16:37
  Today (24 August) marks the launch of digital creative agency, Kitty, which has officially announced its newly appointed leadership team.
  Two industry heavyweights have been named as the leads of the new digital creative offering, which aims to put a huge emphasis on collaboration and diversity.
  Kieran Bass will be spearheading the agency in his position as managing director. Previously strategy director and co-founder of Kitty’s sister company, digital performance agency Roast, he will le
  
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• UK leg of eBay's colour-filled global brand campaign kicks off tomorrow

  24-08-2017 16:30 via campaignlive.co.uk
  Online marketplace eBay has been in the process of rebranding itself into a shopping destination.
  
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• Media experts from CNN, BBC News and Channel 4 debate how to purge 'cancerous' fake news at Edinburgh TV Fest

  24-08-2017 16:30
  'Fake news' is a term thrown around by many, including the sitting president of the United States of America. It is used as an offensive weapon to degrade the integrity of major mainstream media sources, and as such, provided a ripe topic of discussion at the Edinburgh International TV Festival.
  Both a dedicated panel hosted by Channel 4 anchor Krishnan Guru-Murthy and his colleague Jon Snow's dignified MacTaggart lecture explored the systemic issues damaging the information economy &n
  
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• Ebay kicks off UK leg of global colour-filled campaign

  24-08-2017 16:30 via campaignlive.co.uk
  Online marketplace eBay has been in the process of rebranding itself into a shopping destination.
  
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• 8 hashtag fails brands can learn from

  24-08-2017 16:13 via campaignlive.com
  Twitter. Never. Forgets.
  
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• Advice to help agency owners see the wood for the trees

  24-08-2017 15:43
  Running an organisation with as many variables as an independent marketing services agency means that challenges, issues, problems crop up on an all too regular basis. Being the boss can be a very lonely place. You might be surrounded by a team of enthusiastic people, but if somebody wants answers, then the buck stops with you. When tough decisions need to be made, it’s your office door people come knocking on.
  In reality, you are not alone. Wow works with hundreds of independent agency ow
  
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• Creative Director’s Choice: Alyssa Toro of Connelly Partners on Gatorade's 'Secret to Victory'

  24-08-2017 15:23
  Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they think are making a difference. Each week The Drum is featuring the words of a creative director or other top creative on the work they find funny, powerful or otherwise engaging.
  This week, Alyssa Toro, chief creative officer at Connelly Partners, gives her take on a recent Gatorade campaign featuring sports stars saying ho
  
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• Bell Pottinger to receive 'disciplinary sanction' over South Africa claims

  24-08-2017 15:18
  Trade body’s committee considering action against PR firm after accusations it stirred racial tension to benefit billionaire clientsBell Pottinger will be given a “disciplinary sanction” by the UK’s public relations trade body over allegations that the leading PR firm ran a secret campaign to stir up racial tension in South Africa on behalf of its billionaire clients.The Guardian understands that the Public Relations and Communications Association is considering a range o
  
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• Bell Pottinger sanctioned over claims it stirred racial tension in South Africa

  24-08-2017 15:18
  Trade body’s committee considers action against PR firm after accusations it fomented racial tension to benefit billionaire clientsBell Pottinger will be given a “disciplinary sanction” by the UK’s public relations trade body over allegations that the leading PR firm ran a secret campaign to stir up racial tension in South Africa on behalf of its billionaire clients.The Guardian understands that the Public Relations and Communications Association (PRCA) is considering a r
  
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• Bell Pottinger faces sanction over claims it stirred racial tension in South Africa

  24-08-2017 15:18
  Trade body’s committee considers action against PR firm after accusations it fomented racial tension to benefit billionaire clientsBell Pottinger will be given a “disciplinary sanction” by the UK’s public relations trade body over allegations that the leading PR firm ran a secret campaign to stir up racial tension in South Africa on behalf of its billionaire clients.A Public Relations and Communications Association (PRCA) hearing last week heard allegations that Bell Pott
  
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• Let there be light: five brands that embraced holograms in marketing

  24-08-2017 15:01 via campaignlive.co.uk
  Carlsberg resurrected its founder JC Jacobson via the magic of holograms this week, making the venerated brewmaster an unlikely successor to Michael Jackson and Tupac Shakur.
  
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• DDB chairman Keith Reinhard on the perils of digital distraction | Brand love stories

  24-08-2017 15:00
  Technology enables brands to learn more about consumers and reach out to them in innovative ways. But according to Keith Reinhard, Chairman Emeritus at DDB, brands have become too distracted by “shiny new objects” and have forgotten how to truly connect with consumers.
  In the fourth episode of Oath’s brand love series, he explains how brands can tackle the tsunami of technical innovation and get back on track.
  “We have become so obsessed with tools that we’ve forgot
  
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• International round-up: Airbnb hires Danny Glover & Coca-Cola lowers sugar levels in Singapore

  24-08-2017 14:03
  Airbnb hires actor Danny Glover as part of latest diversity push
  Airbnb has hired Lethal Weapon actor and political activist Danny Glover as a US advisor in a bid to counter allegations its service discriminates against non-white guests. In a statement, Glover says: “Airbnb has had its own share of challenges in this arena. I want to help it make a positive change.”
  Airbnb commissioned a report last year saying it would revamp its anti-discrimination policy. Glover’s appointmen
  
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• Lastminute.com and RBS pull ads from Breitbart as pressure mounts on Amazon

  24-08-2017 13:30
  Lastminute.com and RBS are the latest brands to pull their ads from far-right news site Breitbart, following reports that close to 2600 advertisers had disassociated themselves from the Steve Bannon-fronted outlet.
  The brands confirmed to The Drum that have taken steps to ensure their ads would no longer be served alongside content from the publisher. As late as Tuesday (22 August) promotions from both brands were featured on the homepage and above articles on the site in the form
  
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• Carlsberg zeroes in on sustainability as part of premium push

  24-08-2017 12:48
  Carlsberg created a bar powered by a windmillCarlsberg is setting new goals to reduce its carbon footprint and water usage, but admits consumers are still less likely to pay the premium for sustainable products.
  The Danish beer giant is celebrating its 170th birthday this week with a series of events put together by FCB Happiness in Copenhagen, and used this as a reason to talk about its ‘Together Towards Zero’ commitment for the first time. Its goals includes 0% carbon emissions at
  
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• Customer experience excellence requires closer ties with operations

  24-08-2017 12:34
  Marketing and operations is a symbiotic relationship central to any brand’s ability to offer a seamless customer experience.
  Close collaboration between the two functions marks the difference between activity that is operationally efficient and delivers on the marketer’s creative vision, compared to a high concept campaign that fails to stand up to scrutiny on a practical level.
  The synergies between marketing and operations have helped Subway navigate a period of cultural and brand
  
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• Singapore reveals new united branding around ‘Passion Made Possible’ to evoke the country’s aspirational story

  24-08-2017 12:30
  The Singapore Tourism Board (STB) and Economic Development Board (EDB) have joined forces on new branding to combine efforts in promoting the country to both tourists and businesses.
  The united front aims to use the power of the two government units to work as one brand, creating more fire power under a unified message of ‘Passion Made Possible’. The new brand look also includes a new logo that labels the country as ‘SG’, which plays on the idea of trademarks, linking to
  
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• Five untold approaches to innovation

  24-08-2017 12:30
  In recent years, key opinion leaders in the conference circuit and the media have obsessed over the dual topic of innovation and disruption. Though both topics have been consistently covered, their endurance in our collective attention is evidence that no analyses have cracked their success code.
  Disruptive brands are held as the darlings of innovation – stealing market share, winning customer loyalty, driving shareholder value, and enjoying the accolades of the press. But what is it that
  
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• Ad of the Day: Finlandia crafts a tropical woodland where the sun never sets

  24-08-2017 12:15
  Vodka brand Finlandia is harking back to its Finnish routes in its latest global campaign, exploring the Nordic ‘land of the Midnight Sun’ through magical realism in print, social, digital and TV.
  The work, dreamed up by Wieden+Kennedy London, examines the fact that in Finland, the sun doesn’t set for 72 days during summer. Graded in rich tones of green and enhanced by the enchanting sounds of the forest, the TV ads reimagine Finnish plants opening in the sun to reveal the trop
  
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• The terror of Trivago's tube takeover

  24-08-2017 12:11
  The Trivago woman is everywhere.
  She has a blue shirt and stands to the left.
  She has ideal hotels. At the best prices. She wants you to know about them. But that’s not all she wants.
  She wants you to know that wherever you’re going, she’ll be there. Arms to the side. Staring into the very fabric of your soul.
  Her vacant stare of death lies in wait around every corner, and along every tunnel. Her eyes burn into my back as I’m fumbling for my Oyster card. She wants me to k
  
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• Tracking the automotive digital consumer

  24-08-2017 12:10
  Current changes to marketing within the automotive industry are being led by the digital consumer. For car brands, this means understanding their consumers in the way online retailers already do. That behavioural shift to digital has already happened and marketers are investing increasing time and effort into expanding their knowledge of their online audience.
  Our data shows that the digital auto consumer journey has changed significantly in the past year. The picture is a brutal one: 
  
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• Subway: Operations’ role in delivering effective marketing cannot be overstated

  24-08-2017 11:59
  As a franchise business negotiating a period of brand and cultural transformation, Subway has relied on strong collaboration between marketing and operations to deliver a consistent customer experience.
  Here in the third instalment of Marketing Week’s ‘A Marketer’s Best Friend’ series, sponsored by Salesforce, Subway’ s UK and Ireland country marketing director Sacha Clark and country director Peter Dowding discuss how they work together to implement customer centri
  
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• Subway: Collaboration between marketing and operations is key to brand transformation

  24-08-2017 11:59
  As a franchise business negotiating a period of brand and cultural transformation, Subway has relied on strong collaboration between marketing and operations to deliver a consistent customer experience.
  Here in the third instalment of Marketing Week’s ‘A Marketer’s Best Friend’ series, sponsored by Salesforce, Subway’ s UK and Ireland country marketing director Sacha Clark and country director Peter Dowding discuss how they work together to implement customer centri
  
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• Publicis Groupe appoints CSR champion at the highest level to spearhead change

  24-08-2017 11:53 via campaignlive.co.uk
  Publicis Groupe has expanded the responsibilities of secretary general Anne-Gabrielle Heilbronner to include CSR and The Women's Forum for the Economy and Society.
  
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• Facebook admits 'giving people a voice is not enough' as it monetises Instant Articles

  24-08-2017 11:52
  Facebook has confirmed after months of anticipation that it will add subscriptions to its publisher platform, Instant Articles, while it won’t take a cut from the money earned as it looks to prove to publishers it is committed to supporting - rather than undercutting - journalism.
  In a Facebook post announcing the news, founder Mark Zuckerberg admitted that “giving people a voice is not enough”, without having organizations “dedicated to uncovering new information and ana
  
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• Public Health England launches app to get people walking faster

  24-08-2017 11:24 via campaignlive.co.uk
  Public Health England has rolled out a new "One you" physical activity campaign with an accompanying fitness app.
  
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• How can monthly news magazines be thriving in an era of 24-7 media?

  24-08-2017 10:55
  Against all odds, the smart strategy for dealing with 2017’s onslaught of news is to step back from the 24-7 babble and to consider events periodically.
  In defiance of all that noughties-era wisdom that the immediacy of new media platforms and the shortening of attention spans meant that only the speediest of news publishers could survive, many monthlies and weeklies are thriving. 
  It is a media story of the tortoise and the hare, where the fleet-footed media outlet is distracted by t
  
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• Boss' Bugbears: Intermarketing's digital PR expert Hannah Moore on what makes a successful campaign in the digital age

  24-08-2017 10:54
  Search engine optimisation is an entity we are hearing more and more of on a daily basis, especially if you find yourself involved within the marketing or tech worlds.
  From the words on your page to the way other sites link to you on the web, SEO is simply a way of making sure your site is structured in a way that search engines understand. However, SEO isn't just about building search engine-friendly websites, it's about making your site better for people too, and this is something wh
  
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• Paddy Power embroiled in racism row with ‘Always bet on black’ tweet

  24-08-2017 10:51
  Publicity hungry bookmaker Paddy Power has succeeded in generating more headlines after tweeting out a message confirming that it would be paying out early on an expected Floyd Mayweather victory in his clash with Conor McGregor this Saturday.
  Hackles were raised however when the bookies chose the phrase ‘We always bet on black’ to accompany the message, sparking a flurry of responses from boxing fans who accused the bookies of naked racism.
  Depicting a triumphant Mayweather showered
  
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• Ad industry music quiz night to raise funds for Grenfell community

  24-08-2017 10:38 via campaignlive.co.uk
  The UK ad industry is staging "London's biggest ever music quiz night" in aid of The Grenfell Tower community and the organisers are urging agencies and media owners to take part.
  
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• The real reason Carlsberg used holography to put its dead founder on stage

  24-08-2017 10:15 via campaignlive.co.uk
  JC Jacobsen, who founded Carlsberg in 1847, took to the stage in Copenhagen in holograph form yesterday to explain why the brand's famous tagline, "Probably", reflects his belief in the scientific method.
  
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• MEC strikes out West with appointment of Amanda Richman as US chief

  24-08-2017 09:25
  MEC is making a play for the US market with the appointment of Amanda Richman to head up its new North American agency once a merger between itself and Maxus has concluded.
  Richman will arrive at the agency this October at the request of global chief executive Tim Castree having built a reputation for motivating clients to embrace new ways of working as president of investment at Starcom USA and working with big name brands such as Airbnb, Kraft Heinz and Samsung.
  Castree remarked: “A
  
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• Barclaycard trials self-service ice cream van

  24-08-2017 09:21 via campaignlive.co.uk
  Barclaycard is piloting a self-service ice cream van, which allows customers to serve and pay for their ice cream using their contactless card.
  
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• Ten hashtags that defined the decade

  24-08-2017 09:04 via campaignlive.co.uk
  From #MAGA to #Maythe4th, here are some of the biggest hashtags of the first 10 years of the hashtag.
  
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• The new rules of distribution in an omnichannel world

  24-08-2017 08:30
  Distribution may not be the sexiest aspect of a marketer’s job, but it is certainly one of the most important and should be a key part of any brand strategy. It is arguably even more critical in today’s omnichannel world, where numerous direct and indirect, online and offline channel combinations are at play.
  For Rachel Tan Carrasco, former brand manager for Dom Perignon, Ruinart and Krug at LVMH and a graduate of Marketing Week’s Mini MBA in Marketing course, despite
  
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• Nokia: It will take us less than 10 years to catch Apple and Samsung

  24-08-2017 08:30
  The new Nokia 8 smartphone has impressed criticsEven if right now it’s a Samsung Galaxy or iPhone that sits in your palm, there’s no denying Nokia’s salience as a brand. Long before app stores were even a thing, the Nokia 3310 introduced millions of us to the concept of mobile phones thanks to its user-friendly interface, robust design and, err, Snake.
  But while Nokia will always muster up warm feelings of nostalgia, there remains question marks over whether the brand possesse
  
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• Crispin Porter & Bogusky names Forsman & Bodenfors chief as CEO

  24-08-2017 08:18 via campaignlive.co.uk
  Crispin Porter & Bogusky has appointed Erik Sollenberg, the chief executive of sister agency Forsman & Bodenfors, to be the ad agency's new global chief executive, succeeding Lori Senecal.
  
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• Uber bookings surge but losses remain

  24-08-2017 08:01 via campaignlive.co.uk
  Uber's total bookings in the second quarter of 2017 hit $8.7bn (£6.8bn) - double what they were a year earlier for the taxi-booking app.
  
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• Uber bookings surge but financial loss is barely down

  24-08-2017 08:01 via campaignlive.co.uk
  Uber's total bookings in the second quarter of 2017 hit $8.7bn (£6.8bn) - double what they were a year earlier for the taxi-booking app.
  
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• IBM’s UK CMO: Marketing leadership means being brave, bold and quick to market

  24-08-2017 08:00
  This month saw the launch of Marketing Week’s ‘Anatomy of a Leader’ project, examining the distinguishing characteristics required for marketing leadership.
  In today’s marketing environment, I am seeing varied and insightful analyses into what it takes to truly differentiate as a marketer and build those stand-out, memorable campaigns. There were some interesting findings in this survey; some struck a chord with me and others spurred more of a debate.
  READ MORE: Do you h
  
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• Airbnb teams up with Danny Glover in bid to reach out to people of colour

  24-08-2017 07:41 via campaignlive.co.uk
  Airbnb has partnered with US actor Danny Glover in an attempt to overcome suggestions that the platform is discriminatory.
  
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• Manulife puts personality into insurance by focusing on how people can achieve their dreams

  24-08-2017 06:47
  Manulife has launched three films created by JWT Manila as part of the insurance company and financial services provider's 110th anniversary campaign, which aims to resonate with people using stories of how a Manulife plan can help them achieve their dreams.
  The first film, called 'Ring' showcases Manulife’s Affluence Gold, where taking a life-changing trip can be a reality.  It features a planner like Matthew, an affordable one-time investment meant bein
  
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• Orient electric is helping Indians get rid of their flickering tubelight in its latest ad campaign

  24-08-2017 06:40
  Orient electric wants to help Indians get rid of their flickering tubelight in an   integrated advertising campaign.
  The ad, conceptualised by Contract Advertising, features Indian cricket star MS Dhoni and aims to increase awareness and trigger replacement of traditional tube light with LED Batten.
  The campaign features the headline ‘No Choke, No Starter and No Flicker’ as Anshuman Chakravarty, head of brand and corporate communication, Orient Electric, said communica
  
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