Marketing news

• Pitch update: Ovo Energy, McDonald's and Northgate

  30-08-2017 21:41 via campaignlive.co.uk
  Ovo Energy sees another agency's pitch, McDonald's hands major innovation brief to Publicis.Sapient and former Asda marketer Claire Harrison-Church resurfaces at pitching vehicle hire company.
  
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• Dos Equis is on the hunt for college football’s ‘Most Interesting Fan’

  30-08-2017 20:27
  The fate of Dos Equis’ iconic ‘Most Interesting Man in the World’ character is up in the air now that Droga5 has taken over creative reins from longtime agency Havas, but the frontman seems to be safe for now: he’s currently starring in the Heineken-owned brand’s latest campaign to promote its status as the official beer sponsor of the College Football Playoff.
  The campaign marks the launch of the brand’s ‘Seach for The Most Interesting Fan’ effort
  
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• Five weather trends that may impact your next marketing campaign

  30-08-2017 18:29
  We all know that the weather can impact our mood. Waking up to sunshine is nothing like looking out the window in the morning to see an approaching storm, whether the view is of a beach or a city skyline.
  At the same time, how we react to the temperature can vary depending on where we live (picture a 60 degree day in New York, versus the same weather in California). Wherever people are, weather and location work in tandem to influence how they feel and behave throughout the d
  
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• Quidditch Premier League: how magical marketing, fanatical fans and gender inclusivity conjured a sport

  30-08-2017 16:58
  Quidditch, once a fictional broomstick sport from the world of Harry Potter, is now in the hands of muggles with the first official UK tournament taking place this week. The Drum touched down with organisers to see how a fantasy sport can become a reality.
  Quidditch is a convoluted sport conceived by Harry Potter author JK Rowling as the wizarding world's answer to ball games like football or rugby. In it witches and wizards atop broomsticks chase flying balls hoping to direct them into hoops wh
  
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• How Giffgaff’s alternative take on loyalty is ‘saving the brand a fortune’

  30-08-2017 16:11
  Community is king at Giffgaff. Since launching in 2009 the mobile network has rejected the idea of locking customers into lengthy 18-month contracts, preferring instead to create a community powered by “members” hungry for a different kind of mobile model.
  “At the time there was a new audience emerging that was underserved by established players,” explains marketing and experience chief Ash Schofield, who joined Giffgaff in 2013 from his role as head of marketing at Tesco
  
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• Wieden + Kennedy names Karrelle Dixon managing director of Portland HQ

  30-08-2017 15:59
  Wieden + Kennedy has promoted Karrelle Dixon to managing director of its Portland headquarters.
  Dixon, who previously served as director of growth markets at the global agency, replaces longtime Wieden + Kennedy Portland managing director Tom Blessington.
  Blessington is leaving the agency to join YouTube as vice president of brand, media and experiences.
  According to Wieden + Kennedy, the independent agency’s Portland office has “expanded its client base to include some of the world&
  
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• South Aussie gov slams BrewDog’s ‘empty stunts’ to entice brewery to beer-loving Adelaide

  30-08-2017 15:42
  The South Australian government has taken a passive aggressive and yet somehow loving swipe at Scottish craft brewer BrewDog in a bid to entice the business to set up shop in Adelaide, a reputed craft beer hotspot down under.
  Oz government officials hope to generate publicity and jobs for the area with a video campaign on Facebook and an open letter to BrewDog founders James Watt and Martin Dickie. It comes after the brewer announced it was to expand to the country and was considering
  
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• How digital is disrupting the automotive industry

  30-08-2017 15:39
  According to the Society of Motor Manufacturers and Traders (SMMT), the UK automotive sector generates approximately £59.3bn in annual turnover, employing 721,000 people, 200,000 of whom work in the thousands of dealers around the UK.
  And while much has changed in the 131 years since Benz patented the automobile, in some ways the transaction experience hasn’t moved on so much. Some people would rather go to the dentist than a car dealer as they are terrified of getting ripped off or
  
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• UK Top Shazamed Ads: Marks & Spencer, McDonald's and Samsung reign supreme

  30-08-2017 15:23
  The Drum's Shazam chart is based on the number of times each ad has been Shazamed over the past week using the music identification app.
  They may have switched places in the chart but Marks & Spencer, McDonald's and Samsung remain the top three ads this week. 
  M&S Food is sizzling away at number one thanks to Ed Sheeran's Shape of You which is the soundtrack to the grocer's latest mouthwatering spot from Grey London.
  McDonald's, meanwhile, is sitting pretty at number two thanks to t
  
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• From Grenfell Tower to grime: modern Britain brought to life through outdoor ads takeover

  30-08-2017 14:55 via campaignlive.co.uk
  Outdoor advertising space across the UK will be taken over by photographs of contemporary British life for the second Portrait of Britain exhibition.
  
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• Heinz Yellow Mustard rolls out NFL UK Playbook with Media Bounty

  30-08-2017 14:41
  To mark its partnership as 'official mustard sponsor' of the NFL in the UK, Heinz Yellow Mustard has launched an integrated marketing campaign, developed by creative social agency Media Bounty.
  Heinz’s partnership with NFL UK is brought to life through the Ultimate Playbook, a series of creative assets designed for social, print and outdoor channels, supported by in-store execution in Tesco stores, featuring POS and shippers.
  Media Bounty managing director Jake Dubbins said:
  
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• Rankin shoots portraits of those braving a head shave with Macmillan Cancer Support

  30-08-2017 14:36
  Macmillan Cancer Support has enlisted photographer Rankin to capture the parents, partners and relatives of people with cancer who relinquished their hair as part of the charity’s Brave the Shave fundraising campaign.
  The monochrome stills include portraits of Jenny Deverell and her five-year-old daughter Seren, who was diagnosed with a children’s cancer known as Wilms’ tumour, and Keith Wood, whose wife Emma died of the disease last year at the age of 36.
  Rankin, who lost
  
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• How marketers can plan their Christmas omnichannel strategy now

  30-08-2017 14:08
  The Drum, in association with Criteo, will host a webinar exploring how marketers can start solidifying their marketing plans for the Christmas season early to prepare for the chaotic times ahead.
  The webinar, Christmas omnichannel planning: 12 tips to enlighten this festive season, taking place on 3 October, will examine how marketers can take advantage of mobile conversion opportunities and reach shoppers in more effective ways.
  As shopper behaviour changes, brands need to do mo
  
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• Diesel drops Anomaly after 10 months, handing global creative account to Publicis Italia

  30-08-2017 13:53
  Diesel has selected Publicis Italia as its new global marketing agency less than a year after handing the business to Anomaly Amsterdam. 
  The Drum understands that there was no competitive pitch process.
  Publicis Italia, which is led by Publicis Worldwide's global chief creative officer Bruno Bertelli, was appointed after the agency worked with the brand on a project at the start of 2017. 
  The fashion house appointed Anomaly Amsterdam as its global agency of record just
  
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• Aldermore bank calls in TVC Group for bold digital push

  30-08-2017 13:30
  Aldermore, a specialist lender and savings bank, has appointed communications agency TVC Group as its content and social agency to support its mission to help small business owners seek and seize opportunities.
  TVC is working with Aldermore to develop an overarching content and social strategy as it continues to disrupt the market by offering an alternative approach to banking. The agency is leading support by creating a fresh brand campaign approach across social channels to connect with c
  
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• Love Has No Labels geo location game from Ad Council champions diversity and inclusion at PAX West

  30-08-2017 13:13
  The Ad Council’s Love Has No Labels campaign is returning to the Penny Arcade Expo in Seattle, (PAX West) September 1-4, one of the largest consumer gaming events in the country, to debut ‘The League of Extraordinary Humans,’ a mobile geo-location game.
  The game features a diverse group of everyday heroes fighting for love and inclusion, including competitive gamer Mike Begum, aka 'BrolyLegs', transgender advocate Jazz Jennings, and long-distance swimmer Diana Nyad.
  C
  
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• Pick of the week: Carlsberg founder delivers a TED talk

  30-08-2017 13:10 via campaignlive.co.uk
  Simon Gwynn loved the inventiveness of this live execution, in which a hologram of Carlsberg's 19th century founder J. C. Jacobsen appeared on stage at a TED event in Copenhagen.
  
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• US Creative Works: Featuring McCann NY, Barton F. Graf, TDA Boulder and more

  30-08-2017 13:00
  Welcome to The Drum's US Creative Works in partnership with Workfront.
  This section is dedicated to showing the best creative work in North and South America and gives our readers the chance to decide which work we feature as our 'Creative Work of the Week.’
  For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form.
  To vote for your favorite, make sure you click on th
  
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• RTL to fully acquire video outfit SpotX in $145m deal as part of accelerated adtech strategy

  30-08-2017 13:00
  Europe's largest broadcaster RTL Group has announced it will take full ownership of video outfit SpotX, as it looks to adtech to diversify its revenue amid a "challenging" TV ad market.
  RTL Group today (August 30) announced its latest quarterly results, with group revenue up 8.8% year-over-year in the second quarter, and 3.5% in the first half of the year. Its leadership cited "challenging" developments in advertising markets across its footprint, which includes 10 count
  
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• Campaign Diary: Ogilvy destroyed by giant animated octopus and Bolloré takes it easy

  30-08-2017 12:50 via campaignlive.co.uk
  Agile Films threatens destruction of ad agencies while Yannick Bolloré avoids the difficult questions.
  
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• ‘Diversity is not just for Christmas’ for brands and agencies uniting via #SummerSoWhite

  30-08-2017 12:19
  The likes of MediaCom, FCB Inferno, AMV BBDO, Google and Channel 4 have come together to support the #SoWhiteProject’s latest campaign, #SummerSoWhite, which aims to prove to the marketing industry that ‘diversity is not just for Christmas and Easter’ through a series of original inclusive imagery.
  The photos, which were shot by Helen Marsden and feature models provided by talent agency Looks Like Me, depict children and teenagers enjoying a summer holiday. Aligning with the #S
  
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• Bake Off a ratings and commercial winner for Channel 4

  30-08-2017 11:59
  Channel 4 says its opening episode of the Great British Bake Off drew an average audience of 6.5 million, making it the broadcaster’s biggest overnight performance since the the Paralympic Games Opening Ceremony in August 2012 and suggesting it will be a commercial success for the broadcaster.
  The show grabbed an average 30.4% share of TV viewers and peaked at 7.7 million viewers with a 34.6% share. The series eight debut was also the most popular programme in the 8pm to 9.15pm slot for al
  
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• Bake Off a ratings and commercial winner for C4

  30-08-2017 11:59
  Channel 4 says its opening episode of the Great British Bake Off drew an average audience of 6.5 million, making it the broadcaster’s biggest overnight performance since the the Paralympic Games Opening Ceremony in August 2012 and suggesting it will be a commercial success for the broadcaster.
  The show grabbed an average 30.4% share of TV viewers and peaked at 7.7 million viewers with a 34.6% share. The series eight debut was also the most popular programme in the 8pm to 9.15pm slot for al
  
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• Carlsberg global marketing boss: 'The big breweries have been competing to be the most superficial'

  30-08-2017 11:56 via campaignlive.co.uk
  The boom in craft beer brands has been a bombshell for the established beer industry - but Carlsberg has used it as an impetus to rediscover its identity.
  
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• Vox Pop: what is the most unnecessary jargon used in marketing?

  30-08-2017 11:55
  We use language every day, but sometimes our choice of words adds more uncertainty to a situation than it clarifies.
  The common use of the word 'authentic' now ironically makes a paradox of the sentence its used in, and the expression 'digital nomad', once poetically descriptive, has completely stolen the objective of inventive commentary.
  The Drum Network asked its members the following question: "What do you think is the worst business jargon, where complex words hide lack of kn
  
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• Apple accepts WeChat Pay in bid to boost sales in China

  30-08-2017 11:04
  Apple will now accept WeChat Pay as a payment method for App Store and iTunes purchases as it seeks to boost sales in China.
  The move comes months after Apple and WeChat owner Tencent fell out over Apple’s stance on in-app purchases.
  In a statement to Chinese media, Apple said the company is “dedicated to providing multiple simple and convenient payment methods for customers within the Apple ecosystem.”
  WeChat Pay is the second largest mobile payment service in China with just
  
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• Beer brand's 'Jesus in bunny suit' tweet deemed 'not derogatory' by ASA

  30-08-2017 11:02 via campaignlive.co.uk
  The Advertising Standards Authority has rejected a complaint against a tweet sent at Easter by a beer company, which included an image of Jesus wearing a rabbit costume.
  
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• Why personalised advertising is your lifeline in an age of ad-blockers

  30-08-2017 11:00
  Online advertising has hit something of a wall in recent years. People are fed up with pay-and-spray tactics, and ad-blockers are on the rise. And while the concept of ‘personalised’ advertising may tap into our fears about privacy, it is the best bet for marketers in 2017 and beyond.
  Our personal space is now measured in inches
  Which is a rather circuitous way to say that mobile screens are now a brand’s chief interface with us. Nearly 80% of the time spent on social media is
  
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• Channel 4’s Bake Off debut becomes broadcaster's highest rating show in five years

  30-08-2017 10:54
  Channel 4’s debut of the Great British Bake Off pulled in more than double the ratings creative chief Jay Hunt predicted last week with 6.5 million average viewers - the broadcaster's biggest overnight performance in five years.
  What's more, the return of the popular baking format marks the largest share of young audiences the broadcaster has had for a show in over a decade.
  The show, now on its eight series, peaked with 7.7 million viewers and a 34.6% share of audience. It was t
  
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• Toyota partners with Grab to expand its Mobility Service Platform

  30-08-2017 10:41
  Toyota has joined forces with ride-hailing company Grab to provide its services throughout Southeast Asia and expand its Toyota Mobility Service Platform (MSPF).
  Shigeki Tomoyama, senior managing officer of Toyota and president of the Connected Company said: "Through this collaboration with Grab, we would like to explore new ways of delivering secure, convenient and attractive mobility services to our fleet customers in Southeast Asia." 
  "Toyota is a global leader in the auto
  
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• Mark Ritson: People are not brands – no, not even me

  30-08-2017 10:40
  It’s been happening ever since I started teaching an MBA course in brand management. After about the fourth or fifth class a student will sidle over after the class ends and ask me how the lessons they are learning about companies and products can be applied to their job search and their own mission to build a ‘personal brand’. 
  The student asking this question varies, but my answer has remained resolutely the same. I explain that the principles we use to position product
  
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• My Media Week: Grant Woodthorpe, Metro

  30-08-2017 10:38 via campaignlive.co.uk
  A peek into the diary of Grant Woodthorpe, who took up the post of managing director, commercial for Metro at the start of the year.
  
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• Going beyond hands-free: the future of driverless cars

  30-08-2017 10:35
  After launching Model 3 on 29 June, Tesla has been on what can only be described as a honeymoon period with rave reviews of the new electric car. With the recent developments and subsequent support/criticism over driverless cars and the technology surrounding it, the Drum Network wanted to ask a few questions. First of all, would you get in one? And secondly, where does the future of the automotive industry lie? 
  Lara Groves, lead creative, Impero
  The driverless car concept is sure to
  
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• Movers and shakers: Uber, CP&B, Zenith, Warner Bros, The&Partnership and more

  30-08-2017 10:33 via campaignlive.co.uk
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• De Beers to invest $140m in diamond marketing to woo consumers in China, India and the US

  30-08-2017 10:30
  De Beers plans to invest more than $140m in marketing this year in a bid to win over Chinese and Indian millennials. 
  The marketing investment marks the company’s biggest advertising spend since 2008 and reflects the shifting popularity of diamonds in the key markets of China, India and the US.
  While the US remains the biggest market for diamonds, accounting for more than half of the world’s purchases, the China and India markets have both contracted in recent years. 
  Steph
  
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• Event Magazine is joining forces with Campaign

  30-08-2017 10:10 via campaignlive.co.uk
  Event Magazine is moving to a new home and taking on a new name in the heart of marcomms conversations within Campaign. Experiences editor Gurjit Degun explains why.
  
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• Standard Chartered introduces a digital campaign to commemorate 125th anniversary of Liverpool FC

  30-08-2017 09:50
  To commemorate Liverpool Football Club's 125th anniversary, Standard Chartered, the principle club sponsor has introduced a digital campaign highlighting a series of significant numbers in the club’s history.
  'The Power of Numbers' conceptualized by Octagon's APAC team and produced by Milkmoney, includes short films and digital content. The film features manager Jürgen Klopp, LFC legends, current first team players and global fans all enunciating which numbers are impor
  
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• Great British Bake Off launches with 6.5m viewers on Channel 4

  30-08-2017 09:45 via campaignlive.co.uk
  Channel 4's first episode of The Great British Bake Off has won the channel's biggest audience in five years with 6.5m viewers and a 30% share.
  
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• Ad of the Day: Ikea enlists world memory champion to memorise and recall catalogue items live

  30-08-2017 09:41
  Ikea has opted for a more left field way of launching its catalogue in Singapore, Malaysia and Thailand, enlisting two-time world memory champion Yanjaa Wintersoul to try and recall the entire publication.
  The campaign, created by BBH, will focus on a Facebook live challenge on 6 September in which people will be able to test Wintersoul on the latest catalogue content.
  Wintersoul is currently living in Sweden but has lived in both Asia and Africa, linking the campaign geographically to Ikea&rsqu
  
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• Abhinav Tripathi appointed executive creative director at McCann Mumbai

  30-08-2017 08:21
  McCann Mumbai has appointed alumni Abhinav Tripathi to fill the role of executive creative director. 
  Tripathi last worked at TBWA and has also previously worked for agencies including FCB Ulka, Ogilvy & Mather and Leo Burnett. Tripathi has been awarded at the One Show, Cannes and D&AD.
  Tripathi said: “Even though it's my second stint here, it feels like I never left McCann. I'm honoured that I get to work with Prasoon, and everyone else in the agency, again. McCann has some o
  
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• Domino's trials driverless pizza delivery

  30-08-2017 08:19 via campaignlive.co.uk
  Domino's has begun testing pizza deliveries using driverless cars.
  
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• What’s the ROI of influencer marketing?

  30-08-2017 08:12
  Influencer marketing is fast becoming brands’ go-to option for speaking to consumers in an authentic way at scale. It is seen by many as the perfect way to boost reach and relevance, but in the highly measurable world of digital, it often fails to offer the directly attributable ROI of programmatic or paid social.
  In fact, 38% of marketers say they are unable to tell whether influencer activity actually drives sales while 86% are unsure how influencers calculate their fees, according to a
  
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• Scoot has to be aggressive with tactical fares to drive volume in India, says marketing head

  30-08-2017 08:02
  Last year Singaporean budget airline Scoot extended its services into India after it identified the country as an opportunity for growth.
  To find out about Scoot's marketing strategy in India, a market in which the competition is intense,The Drum spoke with Jacqueline Loh, Scoot’s acting vice president of marketing, product and ancillaries.
  Loh said that the heightened competition meant Scoot had to be extra tactical with its strategy.
  “India is indeed very compet
  
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• Why I, unlike Creature, sold my indie agency to MullenLowe

  30-08-2017 08:00
  In the wake of 101’s sale to MullenLowe Group, Creature’s Dan Cullen-Shute was quick to express his disappointment that another ‘indie’ had been snaffled so soon after Lucky Generals.
  As one of the protagonists of that deal, and someone racing towards the new opportunities it brings our people and clients, I thought it only right to offer an alternative point of view on Dan’s somewhat binary ‘indie=good; network (or other owner) =bad’ perspective.
  There&
  
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• Uber confirms Khosrowshahi as CEO

  30-08-2017 07:54 via campaignlive.co.uk
  Uber has confirmed the appointment of Dara Khosrowshahi, the chief executive of Expedia, to be the taxi-hailing app company's new CEO.
  
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• Should Uber have hired a woman?

  30-08-2017 07:54 via campaignlive.co.uk
  Uber has confirmed the appointment of Dara Khosrowshahi, the chief executive of Expedia, to be the taxi-hailing app company's new CEO. But should the company have hired a woman instead?
  
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• Ad industry veteran and author David Bernstein dies

  30-08-2017 07:33 via campaignlive.co.uk
  David Bernstein, the veteran ad industry commentator, former agency creative director and founder of The Creative Business, has died aged 88.
  
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• PwC Australia invests in start-up brand agency Thinkerbell

  30-08-2017 05:51
  PwC Australia has taken a minority investment in Thinkerbell, a two-month-old brand and ideas agency established by three advertising heavyweights.  
  Thinkerbell was founded by Cummins & Partners’ former chief strategy director Adam Ferrier, along with Cummins & Partners’ former executive creatives Ben Couzens and Jim Ingram. The highly-respected trio have previously worked for Naked Communications and Clemenger BBDO on some of Australia’s most iconic brands.  
  
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• Facebook furthers WhatsApp monetization efforts with verified business pilot

  30-08-2017 01:05
  Facebook-owned WhatsApp has launched a pilot that will let businesses communicate with the messaging service’s one billion daily users, with reports suggesting it will launch a dedicated app for small-to-medium businesses (SMB).
  More than three years have passed since Facebook agreed to purchase the messaging service for $19bn, and it has now given the first clear indication about how it intends to monetize WhatsApp, with the launch of a verified business acco
  
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• Hilton Hotels entrenches with football in Dugout content partnership

  30-08-2017 01:00
  Hotel group Hilton is making a measured grab for travelling football fans with a video series created in partnership with digital platform Dugout.
  The partnership, which will enable Hilton Honors to connect with Dugout's 50 million users, kicks off with the release of Dugout: City Files, a behind-the-scenes journey around the world’s great footballing cities.
  With Champions League season about to get underway in earnest the company will hope to position itself as the de facto venue of
  
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