Marketing news

• Lyft unveils campaign starring Jeff Bridges

  08-09-2017 23:24
  Lyft has unveiled a campaign starring Jeff Bridges that aims to remind people that getting there can be half the fun when you choose the right transportation.
  The campaign is the first large-scale effort out Wieden + Kennedy New York, which was named agency of record for the ride-sharing service earlier this year.
  Running under the tagline ‘It Matters How You Get There,’ the crux of the campaign is a 30-second spot starring Bridges riding in a wagon on the Oregon Trail in 1836 as he
  
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• Inclusion, interrupted? Progress and pitfalls in tackling tech bias

  08-09-2017 23:02
  The scene has played itself out often. As has the heartbreak. The moment that a job candidate hears “we’ll be in touch” and realizes that they are not getting the job they truly want. It happens to many but is especially acute in the minority community, and an issue that HP wanted to put in full relief.
  A powerful video, created by agency Fred & Farid, illustrated the unconscious bias African-American job candidates endure. Seeing deflated spirits and dejection is hard to w
  
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• Branded Content Marketing Association expands with Canadian chapter

  08-09-2017 19:31
  The Branded Content Marketing Association (BCMA) has opened a Canadian chapter that will be led by Kaaren Whitney-Vernon, chief executive of Toronto-based branded entertainment agency Shift2.
  BCMA Canada’s founding members include Walmart, Shaftesbury, SGS International and KPMG. The new chapter will host a kick-off event on September 11th at Theatre Park in Toronto during the city’s international film festival.
  “Canadian brands and marketers have really embraced the impact and
  
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• Richmond sausages links up with Impero for online refresh

  08-09-2017 18:17
  British sausage brand Richmond has appointed Impero as lead digital agency to handle its online refresh.
  The agency is tasked with developing a new digital strategy and content for the sausage brand, adding a fresh take to a company which is over 100 years old.
  Impero won the digital strategy work for Richmond and will look to align its online presence with the launch of its new 'The Nation’s Favourite' TV spot, which was created by Saatchi & Saatchi.
  Michael Scantlebury, cre
  
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• Now Alexa can help you find your soulmate

  08-09-2017 18:12
  “Alexa, find me a boyfriend.”
  We’re not quite there yet, but dating site eHarmony has released a voice skill for Alexa in the UK and the US, which it says provides a “more adventurous approach to finding love.”
  Subscribers can use the skill to ask Alexa about matches or who has viewed their profiles, as well as to read messages or provide a summary. In turn, Alexa will tell that user about new matches, share messages, summarize daily activity and
  
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• Marmite runs biggest ever campaign to detect whether there's a genetic predisposition to love or hate it

  08-09-2017 17:45
  Marmite has toyed with its Love it or Hate it narrative by launching a study into whether there is a genetic predisposition to enjoying the divisive yeast extract spread.
  Unilever has launched “its largest” Marmite marketing campaign to date, called the The Marmite Gene Project, to uncover the genes responsible for the seemingly binary love and hate battlelines drawn up around the brand.
  Underlining the study, is the new strapline, ‘Just Try It’ as par
  
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• O2 unveils 'Oops' free screen repair initiative as it continues to focus on customer experiences

  08-09-2017 17:15
  O2 has launched a fresh multi-million customer-centric campaign which focuses on ‘Oops’ moments and promotes the brand’s offer to replace customer’s smashed mobile phone screens free of charge.
  The drive comes amid a renewed focus on customer service from the brand, which recently admitted the telecoms sector wasn't as loved by consumers as it should be.
  At the heart of the latest push is a national TV ad which depicts a host of everyday scenarios to demonstrate the
  
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• Spotify reveals live UK music event

  08-09-2017 17:03 via campaignlive.co.uk
  Spotify has launched a hip hop and grime music festival with headline acts including Dizzee Rascal, Bugzy Malone and Cardi B, just days after Apple ended its own event.
  
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• Social media shines bright as Dadi Awards 2017 nominations are announced

  08-09-2017 17:00
  The judging for this year's Dadi Awards has now passed and the shortlist of nominations can today be revealed, with the judges singling out the social media category for particular praise.
  One of the many industry experts judging the entries, Asshiq Mohd, global communications manager at Mars, explained why the category really stood out this year. 
  He said: "There were plenty of entries and the nominations were highly effective campaigns. What we were looking for in
  
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• Questions marketers need to ask their AI providers

  08-09-2017 16:58
  Some 80% of marketing leaders believe AI will revolutionise marketing, but only a quarter say they have a confident understanding of it. ‘Artificial intelligence’ is a broad term for a series of different concepts, including machine learning, robotics, vision and natural language processing, amongst others.
  Nearly 70 years ago, Alan Turing outlined the basis of machine ‘intelligence’: the ability for computers to convincingly mimic human conversation, so much so that they
  
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• London's Piccadilly lights set to unveil new-look screen

  08-09-2017 16:04 via campaignlive.co.uk
  After nearly nine months of renovation, London's famous Piccadilly lights will soon be switched back on with a new-look digital screen that updates its mosaic appearance.
  
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• Sorrell under pressure to streamline WPP as FMCG clients cut back on marketing

  08-09-2017 15:55 via campaignlive.co.uk
  Sir Martin Sorrell should consider more radical ways to restructure and simplify WPP in response to slowing revenue growth and changing client needs, according to people inside and outside the company.
  
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• Watch: Atomic London brings back Radio Caroline to encourage people to Remember a Charity

  08-09-2017 15:48 via campaignlive.co.uk
  Former pirate radio and BBC Radio 1 DJ Emperor Rosko has set sail across the UK to mark Remember A Charity's "In Your Will Week", thanks to Atomic London and Wisebuddah.
  
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• How to license TV icons for ads – by the man behind MoneySuperMarket's Skeletor coup

  08-09-2017 15:25
  MoneySuperMarket recently premiered a follow up to the #EpicSkeletor campaign that launched in March in what could be described as one of the best pop culture mash-ups in advertising [and conversely one of the most-viewed ads on The Drum this year].
  In it we see archenemies He-Man and Skeletor recreate one of the most iconic dance scenes in cinematic history, the (I’ve Had) The Time Of My Life sequence from Dirty Dancing.
  Within moments of the spot airing #EpicSkeletor was trending across
  
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• Virgin Trains in OOH 'first' with ads that use traffic and geo data to compare journey times

  08-09-2017 15:24 via campaignlive.co.uk
  Virgin Trains is combining traffic and location data to accurately tell drivers stuck in traffic how much longer their journey will take them by car compared with how long it would take by train.
  
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• Adam & Eve shareholders pocket £110m after earn-out

  08-09-2017 15:14 via campaignlive.co.uk
  The founding shareholders in Adam & Eve have collected an estimated £110m from the sale of their agency to Omnicom after completing a lucrative earn-out worth triple the amount they received initially.
  
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• Marketers will spend $1.2bn by 2019 to reach kids on their tablets

  08-09-2017 15:00
  As children watch less TV, professional services network PwC said it expects the digital advertising market for kids to grow to $1.2bn by 2019 – at which point it will represent 28% of all advertising to children.
  That’s according to PwC’s 2017 Kids’ Digital Advertising Report, which was commissioned by kids’ digital media company SuperAwesome.
  The report notes this is a nascent but rapidly evolving market that was historically driven almost exclusively by TV s
  
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• PSA Group accused of using emissions cheat software in two million cars

  08-09-2017 14:57 via campaignlive.co.uk
  Euro 5-rated diesels reportedly could have illegal software; PSA denies allegations.
  
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• Ad of the Day: Philips Hue turns the spotlight on making everyday moments extraordinary

  08-09-2017 14:08
  Philips Hue, the electric giant's wireless lighting system, has flipped the switch on its latest marketing push which seeks to shine a spotlight on how the brand can make the everyday moments extraordinary. 
  Created by Ogilvy & Mather Amsterdam, the brands's 'Light Your Home Smarter' initiative depicts a series of everyday situations which the company claims can be improved by mood lighting. 
  From sun light, to 'party light' and 'goal light' the hero film champions how Philips' sys
  
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• Samsung rolls out a TV campaign exploring father-daughter relationship

  08-09-2017 13:43
  Samsung has rolled out a TV campaign highlighting a father and daughter's relationship to introduce its QLED TV.
  The ad titled 'Technology of loving' is conceptualised by Cheil and depicts the evolution of a relationship between a father and daughter. The daughter chooses to play football against her father's advice and ultimately, helps her team win the finals which makes her father overwhelmed with emotions watching her win on TV.
  Ranjivjit Singh, chief marketing officer, Samsung Ind
  
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• Coca-Cola, Diageo, Vodafone: 5 things that mattered this week and why

  08-09-2017 13:34
  Coca-Cola speaks out against ecommerce separatism
  Think ecommerce should be treated as a channel? Then Coca-Cola North America’s EVP Sandy Douglas is going to disagree with you.
  Douglas says: “Don’t think of ecommerce as a channel. It’s a way for consumers to research, to buy, to experience brands and then, ultimately, to have them have fulfilled.”
  In particular, he believes ecommerce has an image problem that needs tackling. He is irritated that so many marketers s
  
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• Rubicon Project promises end of ‘black box’ era as it tests new auction dynamics

  08-09-2017 13:30
  Rubicon is trailing technology that will employ a ‘dual auction model’ in a shift from its historic preference for second-price auctions, a move its newly installed leadership hopes will galvanize their turnaround strategy by ushering a more transparent market place.
  The programme will see the adtech outfit use machine learning to determine the value of ad requests and then automatically select what type of auction is appropriate for each ad impression.
  The new auction dyna
  
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• Rubicon Project promises an end of ‘black box’ era as it tests new auction dynamics

  08-09-2017 13:30
  Rubicon Project is trialing technology that will employ a ‘dual auction model’ in a shift from its historic preference for second-price auctions, a move its newly installed leadership hopes will galvanize their turnaround strategy by ushering a more transparent market place.
  The programme will see the adtech outfit use machine learning to determine the value of ad requests and then automatically select what type of auction is appropriate for each ad impression.
  The new auct
  
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• The inconvenient truth about Facebook’s user numbers

  08-09-2017 13:26
  Facebook is rightly coming in for criticism again after it was accused of claiming to have more users than actually exist.
  In the UK, for example, it claims to have a “potential reach” of 7.8 million people aged between 18 and 24 in the UK. Yet official figures from the Office of National Statistics show there are only 5.8 million in the country.
  And this is not the only place where it has happened. Analysts Pivotal Research revealed that in the US, Facebook claims to be able to reac
  
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• The Contributor Network Live: happiness in the workplace and the predicted evolution of BMW

  08-09-2017 13:23
  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 the hidden costs of pitching, how happy the average Brit is at work and the evolution of BMW over the next 100 years. 
  Rawnet: do you really know your customers? 
  Loading...
  The same challenges have been impacting business
  
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• KFC responds to 'The Whole Chicken' stunt from animal welfare group

  08-09-2017 13:07
  KFC's 'The Whole Chicken' spot is continuing to stir debate, with World Animal Protection (WAP) unveiling a pastiche of the mural at the centre of the campaign just around the corner from the fast-food chain's UK ad agency, Mother. 
  WAP's creative consists of a graffiti installation using the same wallspace in Shoreditch on which Mother launched the initial drive by getting different artists to paint chickens every day for a week. The WAP painting, however, implores pedestrians to find
  
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• Fast Track: have you booked the Uber yet?

  08-09-2017 12:40
  Forget everything you know. Particularly if you’re in the business of marketing or selling cars. The world as the car makers have known it for decades – the world of the forecourt dealer and the ‘I’m a Ford man’ loyalist, the world of regular servicing and 5-star safety ratings – is set to change beyond all recognition.
  If you’re the boss of a large car company that is unnerving news. Because it’s the world on which their business models are based,
  
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• Champagne corks won't be popping in the Express & Star newsrooms over Trinity Mirror sale

  08-09-2017 12:24
  The on-off-on-off saga of Trinity Mirror’s bid to buy Richard Desmond’s Express newspaper empire finally appears to be all over bar the shouting with a price tag set at around £135m.
  Only a shareholder revolt by Trinity Mirror’s institutional investors or an intervention to block it by the CMA (the Competition and Markets Authority) stands in the way. But neither seems likely to do so.
  Trinity Mirror chief Simon Fox, who has made ‘consolidation’ his business m
  
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• House of Lords launches investigation into the UK ad industry post Brexit

  08-09-2017 12:21
  The House of Lords is launching an enquiry into the state of the UK ad industry post Brexit, calling for evidence on a range of issues including access to talent and training, the growth of the digital ad market and whether the Government should be doing more to support business clusters.
  The investigation raises the ad industry’s “pre-eminent” status and aims to consider how it can retain that. There have been concerns that after the UK leaves the EU, access to creative talent
  
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• Big ideas, mini formats: how to get your message across in a six-second ad slot

  08-09-2017 12:19
  Having been popularised by YouTube, the six second ad slot is now being offered to television advertisers by the Fox network. But how do you get your message across in a fraction of the usual time? Tatiana-Vivienne Jouanneau, Duracell International’s chief marketing officer, looks at how brands can extract maximum value from the miniature format.
  The mini-length ad is proclaimed to meet the demand of millennials' attention span and media consumption habits. The same way the mini-
  
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• Just Eat extends The X Factor sponsorship with online-only Just Eat Xtra Bites show

  08-09-2017 12:14
  With The X Factor still one of the most-watched shows on TV, food ordering service Just Eat is to capitalise on its lead sponsorship of the programmes by also supporting a weekly online-only chatshow.
  The show, 'Just Eat Extra Bites' will be produced by FreemantleMedia to discuss the main talking points from the singing competition. With DJ and MTV presenter Becca Dudley in the presenter’s seat, the show will run asynchronous to its parent IP.
  Just Eat has begun&nb
  
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• Superdry awards social media business to Social Chain

  08-09-2017 11:56
  UK fashion brand Superdry has tapped Social Chain to handle its social media marketing as the company looks to ramp up its online profile on their major networks.
  Social Chain, with experience in retail from its time working with Boohoo, will look to grow the brand in key markets including the UK, USA and Germany.
  Oliver Yonchev, business director of Social Chain, said: “It’s a brand that shares a lot of the same values as Social Chain, they’re bold, they take risks, they reall
  
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• Former M&S multichannel boss Wade-Gery joins John Lewis board

  08-09-2017 11:48 via campaignlive.co.uk
  Laura Wade-Gery, executive director of multichannel at Marks & Spencer until last September, has joined the board of rival retailer John Lewis as a non-executive director.
  
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• Colour and life through the kaleidoscopic vision of Pantone

  08-09-2017 11:45
  Laurie Pressman, vice-president of the Pantone Colour Institute, was on holiday in the south of France when the 00s financial crisis first reached boiling point.
  “I was coming out of Galeries Lafayette and my husband said: ‘This just happened, and this just happened … Lehman Brothers has closed’. All of a sudden my eyes closed and all I could see was an empty selling floor in neutrals and greys.”
  This is what life is like as a Pantone employee. Its workforce lives
  
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• Bell Pottinger’s Asian arm separates from UK parent company

  08-09-2017 11:12
  Asian PR operation rebrands as Klareco – ‘clarity’ in Esperanto – in an attempt to make ‘clean break’ with disgraced firmThe management team of Bell Pottinger’s Asian arm is buying the agency and rebranding it with a name that translates as “Clarity” in a bid to distance itself from the scandal-racked parent company which is on the brink of going into administration. The Asian operation, which is chaired by parent company co-founder Piers Pot
  
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• Broadgate creates pop-ups for London Design Festival

  08-09-2017 10:52 via campaignlive.co.uk
  London's Broadgate is to feature local independent designers in range of events to coincide with the London Design Festival.
  
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• Facebook faces fresh controversy over young audience numbers

  08-09-2017 10:25 via campaignlive.co.uk
  Facebook has been accused of telling advertisers that they can reach millions of young audiences that do not exist.
  
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• Tyrrells bags first-ever TV ad campaign with eccentric ‘Absurdly Good’ push

  08-09-2017 09:51
  Snack brand Tyrrells is embracing the preposterous for its first ever television ad campaign, a £2.5m promotion supported by video on demand, outdoor and social media.
  Taglined ‘It’s absurd what we do before Tyrrells gets to you’ the wacky push gives life to the idiosyncratic black and white figures which grace its packets of crisps by giving them a voice – step forward actor and impressionist Peter Serafinowicz.
  Conceived by Wieden+Kennedy London, the off the wall
  
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• O2 launches multimillion-pound 'Oops' campaign promoting screen replacement service

  08-09-2017 09:44 via campaignlive.co.uk
  O2 has launched a multimillion-pound campaign under the banner "Oops", using media including TV and outdoor to vouch that it will replace the broken screens of new mobile customers.
  
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• Context effect: How to assure brand safety in the digital ecosystem

  08-09-2017 09:40
  In cognitive psychology, 'context effect' holds that an event or object is more favorably perceived and remembered when the surrounding environment is comfortable and appealing. For advertisers and marketers, this means a brand’s value can increase or decrease in worth based on the context in which it’s seen, or by what’s next to it. Context effect can be a positive force when ads are placed alongside premium content, but it cuts both ways: Since the dawn of advertising, buyers
  
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• Trinity Mirror confirms bid to acquire all Northern & Shell publishing assets

  08-09-2017 09:24
  Trinity Mirror has laid its cards firmly on the table after confirming that it is has entered into negotiations with Northern & Shell with a view to acquiring 100% of its publishing assets – ending discussions to obtain a minority stake in a new spin-off company comprising these assets.
  The decision to go the full hog must still win approval from Trinity Mirror’s own shareholders, not to mention both parties agreeing to any transaction details.
  Should the deal be agreed by shareh
  
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• Lastminute.com reviews ad account after FCB split

  08-09-2017 09:16 via campaignlive.co.uk
  Lastminute.com has begun its second UK ad agency review in just over a year after splitting with FCB Inferno.
  
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• Lastminute.com reviews ad account after FCB Inferno split

  08-09-2017 09:16 via campaignlive.co.uk
  Lastminute.com has begun its second UK ad agency review in just over a year after splitting with FCB Inferno.
  
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• Mindshare launches 'programmable' media service

  08-09-2017 08:18 via campaignlive.co.uk
  Mindshare has announced the creation of its new platform called Anna, which it says is the industry's first "programmable" approach to demand-side platform and dynamic creative optimisation control.
  
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• P&G hits back at white paper from activist investor Nelson Peltz

  08-09-2017 08:06 via campaignlive.co.uk
  Procter & Gamble has issued a feisty rebuttal to a 94-page document published by activist investor Nelson Peltz, who is seeking to be elected to the company's board of directors.
  
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• How brands are using colour to influence purchase decisions and change perceptions

  08-09-2017 08:00
  Colour conveys emotion faster than words. The relationship between colour and brand identity must be carefully constructed but used well it can be a critical component in any branding toolkit.
  Following the 2016 rebrand of NatWest, which saw the brand introduce a vibrant graphic identity alongside the return of its 1960s cube logo, the bank is looking at how it can “continue to build equity in the colour purple”, according to the brand’s CMO David Wheldon.
  The colour not o
  
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• Malabar Gold & Diamonds rolls out a TV campaign featuring Bollywood's Kapoor sisters

  08-09-2017 07:57
  Jewellery brand Malabar Gold & Diamonds has rolled out an integrated campaign to introduce its 'Allure' range. The ad directed by Vivek Kakkad of Curious Films features Bollywood sisters Kareena Kapoor Khan and Karishma Kapoor for the first time.
  The campaign will run across TV and digital media under the supervision of Havas Media Group, which is also handling the integrated media duties of Malabar Group.
  MP Ahammed, chairman, Malabar Group of Companies, said: “Intricately carved and
  
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• Trinity Mirror in talks to buy Express from Richard Desmond

  08-09-2017 07:45 via campaignlive.co.uk
  Trinity Mirror has said it is discussing a full acquisition of the publishing assets of Northern & Shell, including the Daily Express, Daily Star, and OK! Magazine.
  
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• Setting up in Singapore: why you should choose the city state for your APAC base

  08-09-2017 07:00
  We find out why creative businesses are choosing to set up base in Singapore, and about the challenges being mounted by Asia’s other creative hubs.
  The Asia Pacific market promises the advertising and media industry some of the strongest growth projections globally. On a country-by-country basis however, few provide the scale for truly localized offerings. The hub model is therefore the primary tool for networks, brands, suppliers and even publishers to make the region work for them and to
  
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