Marketing news

• Cleveland tackles opioid epidemic with a huge pill bottle and PSA prevention campaign

  31-08-2017 22:06
  The opioid epidemic is a huge and still growing problem in the US, which is why creative agency Doner and Cuyahoga County, Ohio have teamed up for campaign that features a coffin-sized pill bottle and a message of prevention.
  Many may not realize that opioid and heroin addiction often starts with people using what they deem are safe painkillers, or opioids. So, a task force of communications professionals from local hospitals in the Cleveland area, Cuyahoga County, the US Attorney's Office
  
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• Why content creators are becoming the cornerstone of performance marketing

  31-08-2017 19:14
  “The faster your business realizes it’s a media company, the more likely it will be to succeed in 2020, in 2025, in 2030,” shared Gary Vaynerchuk with his Twitter followers. “This is a world where you don’t have to invest in a printing press, or a satellite, or a sales team in order to distribute your story anymore.”
  The medium that the marketing visionary and serial entrepreneur chose to broadcast this revelation on supports his point -- it’s all about
  
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• Netflix and SportBible form a real-time content cartel to push Narcos on transfer deadline day

  31-08-2017 19:02
  SportBible is working with Netflix to help promote its original show Narcos, using scenes from the show re-edited by comedy writers.
  The footage, created to cash in the drama and traffic the publisher will receive as the football transfer window closes is called ‘Deadline Dealings’.
  The content, which SportBible has assured has been created exclusively for social media, will look to tie the show into some of the major dealings on the day, with videos to be created in reaction to the
  
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• Media iQ's marketing vice president on brand safety and audience segmentation

  31-08-2017 18:20
  Brand safety is fast becoming more of a necessity for companies and speaking to The Drum, vice president of marketing at Media iQ Digital Ltd, Rachelle Daglis explains their three step system and gives insight on key industry trends, taking audience segmentation beyond demographics and microdata and the continuing expansion of programmatic. 
  What has been the most innovative thing you have seen from the industry in the past year?
  Clearly, the fact that pro
  
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• MediaCom UK OOH chief says you can't buy digital and traditional and expect them to do the same job

  31-08-2017 18:15
  When it comes down to it, digital and traditional out of home (OOH) are completely separate elements, according to MediaCom UK’s head of OOH trading.
  Posters on billboards that are up for a couple of weeks at a time do a fantastic job of  the classic OOH deliverables; quick coverage and viewability, but with digital you need to be thinking right outside of the box.
  says you can expect to buy digital and traditional OOH and expect them to do the same job
  explains th
  
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• Why the future of customer experience depends on online data

  31-08-2017 17:37
  Unlocking the power of individual online customer data can help brands to arm themselves with granular insight, to deliver the experience that consumers crave and which has been lost in the 21st century.
  This data enables you to start to connect customer intelligence derived from social media, online media and mobile marketing with your offline CRM and purchasing data to create a comprehensive single customer view. This shift transforms your understanding of each individual customer and prospec
  
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• Neglected online information is costing your brand footfall

  31-08-2017 17:15
  It’s frustrating when opening times are incorrect online over the bank holiday. We've all been there, right? Ever visited a store that's already closed, or make a call to a store that's supposed to be open which goes un-answered?
  Over the August bank holiday, DAC Group reviewed whether or not brands would update their opening hours.
  When checking the opening hours, we used the brands’ Google My Business (GMB) listings. We checked various brands across a number of verticals
  
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• Subway brand revamp is long overdue, marketing chief admits

  31-08-2017 16:47 via campaignlive.co.uk
  Subway has not kept pace with the evolving expectations of consumers - but a major redevelopment of the chain's 2,500-strong store estate is set to change all that, its UK and Ireland marketing director has said.
  
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• NME partners with university to help young people break into creative industries

  31-08-2017 16:40 via campaignlive.co.uk
  NME, the Time Inc-owned music title, is expanding its programme that helps young people break into the creative industries into a year-long campaign.
  
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• Ad of the Day: Global connects the orchestra and typography to celebrate Classic FM at 25

  31-08-2017 16:40
  Entertainment group Global is marking 25 years since the launch of Classic FM with a campaign that highlights how most people are moved by orchestral music, although they may not have a clue what the tracks they love are called.
  ‘You May Not Know The Name, But You Will Know The Music’ was created for Global by Mr President. The campaign comprises a cinema ad, which is soundtracked by world-famous classical pieces such as Gershwin’s Rhapsody in Blue and Rossini’s Will
  
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• International round-up: Domino’s tests self-driving delivery & Ikea’s human catalogue

  31-08-2017 16:37
  Ford and Domino’s to test pizza delivery using self-driving carsDomino’s and Ford are joining forces to research the viability of delivering pizza using self-driving vehicles in the US.
  In what the companies claim is an industry first, the two brands will investigate how receptive customers are when it comes to interacting with a self-driving vehicles as part of their delivery experience.
  Ford plans to begin the production of self-driving vehicles in 2021.
  “As delivery ex
  
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• The future of automotive branding is a car crash waiting to happen

  31-08-2017 16:31
  Altogether now: Vorsprung durch Technik. Audi’s mantra since the 80s. It doesn’t matter what it means, it’s mainly meant to sound German and cool – but it does have a meaning: progress through technology. The funny thing is, it’s in danger of looking bitterly ironic. Audi, and other large automakers like them, are at risk of being left out in the cold, and precisely because of technology. So, what will it mean to be a car brand in a world where people don’t dr
  
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• Paddy Power could face censure as ASA investigates ‘racist’ Mayweather ad

  31-08-2017 16:26
  We're paying out early on a #Mayweather victory!We always bet on black. pic.twitter.com/CisDRfj9Uy
  — Paddy Power (@paddypower) August 23, 2017Paddy Power risks having some of its ads subject to pre-vetting sanction by the Advertising Standards Authority (ASA) if an investigation into a “racist” press ad it ran last week to promote the Floyd Mayweather and Conor McGregor fight is found to have caused serious or widespread offence.
  The ad regulator has received nine complaints ab
  
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• STV looks to digital and production to deliver one third of profits in 2018 as it posts 3% revenue slide

  31-08-2017 16:23
  Scottish broadcaster STV has posted a 26% drop in profits and a 3% slide in revenue for the first half of the year, but said it remains on track to deliver on its revenue diversification strategy in 2018 to offset a “challenging” advertising market.
  The broadcaster has the benefit of having national (represented out of London) and regional (represented out of Scotland) advertisers. This means losses suffered in the national ad market - where ITV represents the business as a sale
  
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• BSSP hires David Eastman as chief operating officer

  31-08-2017 16:23
  Independent agency BSSP has hired David Eastman to serve as its chief operating officer.
  Eastman most recently served as founder and chief executive of Outlier. Before that, he was managing partner of MCD Partners, a digital customer experience agency that was acquired by M&C Saatchi last year. He served as chief executive of J. Walter Thompson North America for nearly four years earlier in his career.
  According to BSSP, Eastman has been brought on board to help Greg Stern, co-founder and ch
  
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• What learning disability has taught me about creativity

  31-08-2017 16:22 via campaignlive.co.uk
  Like you, I guess, I wake up every day to an inbox full of LinkedIn invitations, Google calendar reminders, keynote decks, rough edits, high hopes and low ebbs, success, failure, and the occasional note about a blocked loo on the second floor.
  
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• How one bar and restaurant chain is measuring the impact of influencers

  31-08-2017 16:05
  Working with micro-influencers has helped restaurant and bar chain All Bar One increase its brunch sales by 28% across its 50 bars nationwide.
  The aim of the three-month ‘Brunching’ campaign was to increase awareness of its food offering among professional women aged 25 to 34, which coincided with the launch of its summer menu in May.
  “We felt that whatever we did needed to drive advocacy, recommendations and user-generated content that’s more believable and trustworthy t
  
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• From Trump instability to post-modern marketing, Stein IAS director on new B2B trends and US trade barriers

  31-08-2017 15:30
  Stein IAS director, Tom Stein, claims that, despite buoyant optimism within the industry, the one thing on business to business (B2B) marketers mind's right now, is the "volatility and uncertainty" that exists and is driven by Donald Trump.
  Bouyant B2B marketing out-trumps economic negatives
  According to Stein: “There is a general optimism in B2B that borders on buoyancy. There is tremendous energy and innovation all around; the B2B sector is both in a strong place and
  
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• AXA transcends insurance with ‘restless for a reason’ ad campaign focusing on customer service

  31-08-2017 15:26
  AXA has shifted its messaged to reflect a new focus on customer service in its latest ad campaign.
  The company is debuting a campaign focused on helping customers 3 September during ITV’s Victoria, whereupon it will be supported with activity on outdoor, radio and digital display.
  It underlines a shift in brand strategy that culminates in an attempt to move away from the insurance-centric angle into a more open and helpful company. Alaskan dancer Taylor Haines stars in the role, fitted wit
  
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• Ryanair boss says shambolic Brexit negotiations will damage the brand and warns of mass flight cancellations

  31-08-2017 15:19
  Ryanair’s chief executive is readying himself for a marketing nightmare if it’s forced to cancel flights between the UK and Europe should the prime minister fail to strike an ‘open skies’ deal with the EU within the next 12 months.  
  In a scathing attack on Theresa May, Michael O’Leary said she “needs to pull the finger out” on Brexit negotiations instead of “swanning around Japan drinking tea and sake”.  
  He warned that flights for
  
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• Costa picks Lida for global loyalty programme

  31-08-2017 15:17 via campaignlive.co.uk
  Costa, the high street coffee chain, has appointed Lida to handle its first global loyalty strategy following a four-way pitch managed by AAR.
  
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• Facebook’s Watch is debuting an eight-episode documentary series about Real Madrid

  31-08-2017 15:00
  Facebook’s newly launched video platform Watch is debuting an eight-episode show called Hala Madrid that will give fans of Real Madrid a chance to check out never-before-seen footage of the players, coaches, facilities and fans.
  The documentary series, narrated by actor Orlando Bloom, was shot in partnership with GoPro last year. According to Real Madrid, “viewers will get a 360-degree view of the organization, including closer looks at its storied history, pristine training faciliti
  
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• Campaign Diary: Wavemaker rings a bell, Moray MacLennan hits Mexico and Martin Brooks moves into clobber

  31-08-2017 14:53 via campaignlive.co.uk
  WPP's new agency brand looks strangely familiar while the M&C Saatchi worldwide opens doors in Mexico City
  
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• From Trump instabilities to post-modern marketing, Stein IAS director on new B2B trends and US trade barriers

  31-08-2017 14:52
  Stein IAS director, Tom Stein, claims that, despite buoyant optimism within the industry, the one thing on business to business (B2B) marketers mind's right now, is the 'volatility and uncertainty' that exists and is driven by Donald Trump.
  Bouyant B2B marketing out-trumps economic negatives
  According to Stein: “There is a general optimism in B2B that borders on buoyancy. There is tremendous energy and innovation all around; the B2B sector is both in a strong place and
  
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• Creative Director's Choice: Trevor Schoenfeld of Sandbox on Secret Escapes' fantastic tales

  31-08-2017 14:08
  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, Trevor Schoenfeld, chief creative officer at independent agency Sandbox, talks about Droga5's cleverly crafted tales for British t
  
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• How the football transfer window found new life with social video: Everton, Roma, Yeovil and Dugout

  31-08-2017 13:35
  The summer 2017 transfer window will be remembered for Paris Saint Germain's quarter of a billion dollar acquisition of Neymar Jr but this media-dominating circus has also been noteworthy for clubs' experimentation with social video, creating a rich tapestry of storytelling around the comings-and-goings of footballers.
  Social video is an increasingly valuable commodity in football, so much so that Manchester City will be leveraging it in sponsorship negotiation
  
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• Inside creatives’ Barry Chuckle-inspired, Richard Branson-realised hot air balloon flight

  31-08-2017 13:25
  Holly Hunter and Miriam Pick, two Watford Advertising students currently interning across London, have accomplished a double act challenge (set by none other than Barry Chuckle) of flying in an air balloon, thanks to a guerrilla poster campaign, a few emails from The Drum and a Virgin Balloon flight donated by Sir Richard Branson himself.
  The two took off from St Albans in the early hours of last Friday (25 August). Holz and Miz, as their creative partnership is known, came dressed as pigeons in
  
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• Andrew Willshire: Focus on the short term and the long term will take care of itself

  31-08-2017 13:24
  One of the more regular events in marketing is the high priests descending from their mountain to condemn those humble sinners who have succumbed to the illicit temptations of short-term thinking. Like bible-thumping preachers, they warn of hellfire and damnation if we don’t change our ways. The trouble is that I’m not sure it’s making advertising better.
  And so, like a pound-shop Martin Luther, I step forward and nail to media’s cathedral door, not 95 theses, but just o
  
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• 'A friend to the world': Sir David Tang remembered

  31-08-2017 13:13
  I was sad to hear of the passing of Sir David Tang this week as I had the immense pleasure and privilege of getting to know him over the past 25 years. 
  The media is already full of many tributes to him by the great and the good but the one area I feel has been missed out is perhaps his most enduring legacy, which was to have changed the world's perceptions of China. 
  I first met David in Hong Kong in 1995 just when I had set up M&C Saatchi with my partner Alan Jarvie. I had writte
  
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• Personal taste: are we losing our appetite for cookies?

  31-08-2017 13:12
  While the cookie is not dead, it seems to certainly be crumbling as brands begin leveraging data and artificial intelligence (AI) to deliver personalisation at scale to drive a better experience for customers. The rise of AI, data, and new uses of audience segmentation are providing more opportunities to deliver personalised messaging.
  According to research firm Gartner, companies that utilise personalisation will generate 20% more revenue than those who do not. But as marketers shift towards a
  
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• Debenhams splits with JWT

  31-08-2017 12:33 via campaignlive.co.uk
  After an eight-year partnership, Debenhams has split with J Walter Thompson.
  
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• US Creative Work of the Week: calling the Corona Gruden Hotline for coach questions

  31-08-2017 12:20
  Calling up an ex-NFL coach on a Mexican beer hotline to get party tips is a winning idea this week for Corona. The Gruden Hotline ads for Corona Extra were voted as the US Creative Work of the Week by our readers.
  In the campaign by Cramer-Krasselt, former coach and current ESPN analyst Jon Gruden takes calls on his hotline, dressed in Corona coaching gear. He takes calls on a Corona phone and gives advice like how to save seats at a bar (pretend you have imaginary friends) or how to decora
  
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• Audi to feature Radioplayer's 'smart radio' in new A8 model

  31-08-2017 12:09 via campaignlive.co.uk
  Radioplayer, the online joint radio industry initiative, is launching a "smart radio" for connected cars, with Audi the first brand to sign up to using them in production.
  
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• ASA to investigate Paddy Power boxing ad over racism complaints

  31-08-2017 11:39 via campaignlive.co.uk
  The Advertising Standards Authority has launched an investigation into a press ad for Paddy Power featuring a picture of boxer Floyd Mayweather with the headline "Always bet on black".
  
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• Grab enables peer-to-peer fund transfer to foster digital payments in Singapore

  31-08-2017 11:34
  After recently launching GrabNow to encourage taxi drivers to go cashless, online cab hailing service Grab has now introduced a peer-to-peer fund transfer feature to enable consumers to transfer GrabPay credits to one another in Singapore.
  Grab plans to further develop the technology to expand its inventory beyond transportation via GrabPay, Grab’s in-app mobile wallet to foster Singapore government's vision of a cashless economy.GrabPay
   
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  Jason Thompson, head of GrabP
  
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• Accenture Interactive taps Wunderman Brazil’s Eduardo Bicudo to lead in LatAm

  31-08-2017 11:27
  Accenture Interactive has snapped up Wunderman Brazil’s Eduardo Bicudo to lead operations in Latin America.
  Having spent a fruitful 14 years at the agency and 25 years in the industry, Bicudo moves to Accenture’s newly launched Sao Paulo base, replacing Jose Goncalves, who is moving to Europe to take on a regional post.
  Bicudo is tasked with driving Accenture’s digital expansion across Brazil and Latin American, building upon the recent hire of Eco Moliterno, also from Wunderma
  
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• Gruppo Campari strikes comprehensive deal with WPP

  31-08-2017 11:02 via campaignlive.co.uk
  Italian spirits company Gruppo Campari has chosen a team drawn from across WPP's agencies to be its global partner for marketing and communication services.
  
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• Alibaba set to venture into online groceries to face off against Amazon in India

  31-08-2017 10:50
  To keep up with rival Amazon, Alibaba  and Paytm Mall are set to venture into online grocery by investing an estimated $200m in online grocery store, Big Basket according to Economic Times.
  Amazon which recently snapped up Whole Foods in fresh deal estimated at $13.7bn, is too eyeing online grocery store Grofers which is backed by Japan's SoftBank  group. Meanwhile, Paytm which raised $1.4 bn from Softbank earlier this year is aiming to continue its expansion a
  
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• How a 171-year-old news agency is the hidden mainstay of news on Facebook

  31-08-2017 10:40
  New research reveals that the bedrock of journalism on Facebook is far more stable than one might have thought of a news environment stigmatised by rampant clickbait and fake stories.
  It turns out that the biggest provider of stories by far on the world’s biggest social media platform is the world’s oldest news agency, Associated Press.
  A study by news analytics company NewsWhip found that the AP – set up in 1846 by a group of New York dailies to provide coverage of the Mexican
  
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• Xenia Tchoumi: how to influence the influencers

  31-08-2017 10:18 via campaignlive.co.uk
  As a UN Ambassador, digital feminist and a fashion influencer with over 8 million fans, Xenia Tchoumi believes having a strong voice is key to engaging with consumers in an era of ever-decreasing attention spans.
  
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• Facebook and Google impervious to any advertising recession predicts analyst

  31-08-2017 09:33
  A predicted advertising recession could affect social media companies such as Snap and Twitter but is unlikely to dent giants such as Facebook and Google, according to a new report. 
  Following weaker than average reports by agency networks IPG and WPP, Aegis Capital analyst Victor Anthony has stated his belief that an advertising recession is on its way. 
  "We find it hard to vision that consumer package goods companies [Procter & Gamble, Unilever, Kraft, PepsiCo, CocaCola, etc...]
  
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• Spotify deepens programmatic ambition with Gierlinska hire

  31-08-2017 08:34 via campaignlive.co.uk
  Zuzanna Gierlinska has joined Spotify as head of programmatic for Europe as the music streaming service aims to become a leading programmatic company.
  
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• Karen Millen’s top marketer on how brand insight is driving commercial strategy

  31-08-2017 08:29
  In retail, more often than not, commercial goals dictate marketing strategy. But, Karen Millen’s newly formed all-female leadership team is taking a different approach by letting the brand team influence everything, from product to the in-store experience.
  The shake-up was sparked with the hiring of Beth Butterwick as the fashion brand’s CEO and Emily Tate as chief financial officer, as well as the promotion of Charlotte Ellis from head of digital to customer director, last year
  
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• Bonner departs global creative role at SapientRazorfish

  31-08-2017 08:22 via campaignlive.co.uk
  Daniel Bonner has left as global chief creative officer at SapientRazorfish after six years.
  
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• R/GA launches consulting services in APAC

  31-08-2017 08:08 via campaignlive.co.uk
  R/GA is launching its consulting services in Asia-Pacific, and has hired Jehan Leanage as executive director for consulting, APAC.
  
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• Why AS Roma revel in being the weirdest football club on social media

  31-08-2017 08:00
  Like other football clubs, AS Roma announced the arrival of a new player this week with the now customary transfer unveiling video on Twitter. Unlike other clubs, the Italian giants’ effort featured Katy Perry, a singing lion and a goat playing chess. Patrick Schick, the striker signed in a club record deal, did not appear once.
  This is the latest in a series of increasingly bizarre and wildly popular videos that the Serie A side have released to announce their new recruits during the
  
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• Just Eat celebrates takeaway stars in first X Factor idents

  31-08-2017 07:55 via campaignlive.co.uk
  The X Factor's new sponsor Just Eat has launched its first series of ads celebrating "unsung superstars" ahead of the singing talent show's return on ITV this weekend.
  
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• R\GA launches consulting practise across Asia Pacific to help C-suite innovate

  31-08-2017 06:49
  R/GA has launched its consulting practice across Asia pacific, with the aim of bridging technology and business solutions to help businesses innovate.
  The agency has opened the business in Singapore, led by Jehan Leanage, who has been hired in the newly created role of executive director for consulting, APAC.
  R/GA will be offering businesses organisational design and managed services, as well as Connected Space, a service designed to help companies connect physical to digital. It will be using r
  
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• KFC targets China's hip young women with playful campaign for non-alcoholic cocktail

  31-08-2017 04:00
  KFC China has launched a playful campaign targeting China’s hip Gen Z girls as it promotes a new non-alcoholic cocktail drink.
  The Mojito Girl drink, which is a mixture of raspberry and rum flavour, is being marketed to China’s young women who want to have fun, without drinking alcohol.
  To promote the new drink, KFC and its advertising agency McCann Worldgroup Shanghai enlisted famous Chinese model Xing Lu, also known as Ruka Xing.
  In a playful ad, created by popular Japanese directo
  
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• Chinese bike sharing company Mobike expands to Thailand

  31-08-2017 04:00
  Mobike, the Chinese bike sharing company, has continued its international expansion strategy launching in Thailand through a series of strategic partnerships.
  Mobike has partnered with mobile phone operator Advanced Info Service (AIS), shopping centre company Central Pattana Group (CPN), and Thailand’s largest university Kasetsart University (KU) to launch its smart bikes across the country.
  The partnerships will see Mobike’s roll out across Bangkok’s Kasetsart University and C
  
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