Marketing news

• 'Digital should be about customer experience and solving problems': Beyond the Brief with Jonathan Farjo, Innocean USA

  13-09-2017 22:55
  To celebrate its 100th Anniversary, the 4A’s has partnered with us at The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. But what keeps them going once the briefs are written, the campaigns executed, and the pitches won (or lost)? The Drum is now interviewing 100 people at 4A’s member agencies — across all disciplines, levels, regions, and agency types — to get a glimpse into what drives them a
  
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• US Creative Work of the Week: Dockers take men to the next level of confidence in their khakis

  13-09-2017 21:12
  The confidence is all in the pants for this week's US Creative Work of the Week. Dockers, with its 'Always On' global campaign, showed that wearing the slacks can give men a boost in all aspects of life, from contract negotiations to help with the ladies.
  Developed in collaboration with FCB West, the creative platform inspires men to be ready for anything in their Dockers Smart 360 Flex Khaki. In a 30-second spot, a guy goes to his boss for a raise and uses some sly gamesmanship to land the doug
  
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• Anna Kendrick brings her quirky sense of humor to Hulu for brand’s latest campaign

  13-09-2017 20:54
  Actress Anna Kendrick is starring in Hulu’s latest campaign to promote the streaming service’s variety of shows, original series and sports offerings.
  The ‘Pitch Perfect’ actress is appearing in four ads for the brand, which will run on TV under the tagline ‘TV Come True.’ The spots were created by 215 McCann and directed by Robert Stromberg, who also directed Disney’s ‘Maleficent.’
  The effort comes just months after Hulu unveiled its $40-a-m
  
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• P&G is working with Amazon and Alibaba to solve the issue of 'ad overload'

  13-09-2017 20:35
  Procter and Gamble’s (P&G) chief brand officer Marc Pritchard has been working with the likes of Amazon and Alibaba as part of its “relentless” pursuit to clean up the digital supply chain and solve the problem of ad overload.
  Speaking at Dmexco on Wednesday (13 September) the top marketer at the world’s biggest advertiser said that e-commerce players were helping it overcome the obstacle of excess frequency, an issue P&G vowed to resolve at the start of the
  
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• Facebook's Sheryl Sandberg: We're going to show how ads ring the cash register

  13-09-2017 20:12
  The Drum caught up with Facebook’s chief operating officer Sheryl Sandberg, ahead of her Dmexco 2017 keynote address, to talk brand safety, transparency, and what advertisers really want to know about how their ad spend is put to work.  
  ‘Accountability’ and ‘transparency’ are arguably the two words that most define the key issues in the advertising industry in 2017, and no more so in the rapidly maturing digital sector, which this year has
  
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• BMW connected cars will not sell data for in-car ads

  13-09-2017 19:28 via campaignlive.co.uk
  BMW head of digital products and services Dieter May says that although connected cars have created a new digital platform, the company will tread carefully with the data.
  
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• Marc Pritchard: we're at the starting line of the next wave of brand building

  13-09-2017 19:21 via campaignlive.co.uk
  Procter & Gamble's chief brand officer Marc Pritchard used a keynote speech at Dmexco to outline three steps the marketing industry should take to respond to the challenges of today.
  
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• Audience Project’s CEO on how the industry can become more transparent about data

  13-09-2017 18:40
  Transparency is the buzzword in the industry but the focus has been too much on media buying, and less on the data being applied to that media, according to Audience Project’s CEO, Jacob Lachmann.
  Speaking at Dmexco in Germany, Lachmann says brands are often unclear on what they should be expecting from the data they are buying.
  He says: “It’s a bit like going to the supermarket to buy mincemeat. You want to know, does it contain 5% or 10% fat? Is it German or UK meat? You
  
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• VisitBritain leverages Kingsman: The Golden Circle experience to drive transatlantic tourism

  13-09-2017 18:25
  20th Century Fox's latest adaptation the Kingsman property has birthed a collaboration with Visit Britain in the form of an investigative, interactive quiz.
  Looking to drive transatlantic visitors to Great Britain, the tourism board has worked with Fox and Expedia Media Solutions. Matthew Vaughn has returned to direct the sequel to Kingsman, a movie adapted to the big screen from comic book auteur Mark Millar – who recently took up shop with media giant Netflix.
  A wide-reaching campaign wi
  
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• CanOWater on its hopes to take canned water mainstream

  13-09-2017 18:00
  Cans are usually considered the domain of fizzy drinks brands or even odd-tasting alcoholic drinks. However, this is something CanOWater wants to change by offering a recyclable alternative.
  The idea for the brand originated in 2015, after one of its founders, Ariel Booker, went to Thailand and was aghast at the amount of plastic polluting the beaches and found floating in the ocean. After telling his two best friends, Josh White and Perry Alexander Fielding, about the problem they decided
  
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• Ad of the Day: Kinder Bueno celebrates the hallmarks of ‘adulting’ in funky musical spot

  13-09-2017 17:58
  Bleeding a radiator – not something that’s often celebrated by the confectionary world but a task that falls into Kinder Bueno’s philosophy of ‘adulting’, its latest campaign targeting grown-ups.
  Adulting sees Kinder embrace its reputation as a brand for kids, working with TMW Unlimited to produce a colourful, retro spot complete with its synth-heavy soundtrack. The hero ad features two friends celebrating success in the mundane jobs that young adults must lear
  
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• Sky Media to attract ‘huge potential’ minority audience with Ethnic Media Sales acquisition

  13-09-2017 17:46
  Sky Media has absorbed Ethnic Media Sales (EMS), a move that will see it incorporate the sales house that represents more than 20 specialist ethnic television channels.
  The company believes the move will help it expand its audience reach with the addition of new multicultural content, all part of a plan to better consolidate ethnic channels that have traditionally been majorly under-represented in media plans, according to Sky Media.
  EMS reportedly draws 3.3 million unique viewers per
  
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• NBA courts Vice for original digital shows in continued video drive

  13-09-2017 17:32
  The NBA has sealed a partnership with Vice that will see the brands work together to create original shows telling stories from the world of basketball.
  First up is The Way We Ball which will explore the lives of stars like Joel Embiid, Emmanuel Mudiay, and Jamal Murray, telling the stories of their local area and how they train to reach the top level.
  The show will feature on Vice Sports on Vice digital channels and on NBA platforms.
  Vice Sports publisher Will Kiersky, said: “The NBA
  
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• Accenture digital and content exec on knowing a B2B marketer's position with their audience

  13-09-2017 17:30
  The line between B2B and B2C has come to an end, says Accenture’s global executive managing director of digital and content, Mark Kiernan. The key trend right now for B2B marketers is to understand that they are talking to their audiences as they would with any other marketing strategy.
  Ahead of The Drum B2B Brave Awards, of which Kiernan is a judge, he speaks to The Drum about what is next for technology in B2B, the trends circulating the sector and how, as people become more skilled in n
  
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• Facebook’s Sheryl Sandberg: Digital is causing the collapse of the marketing funnel

  13-09-2017 17:28
  Facebook’s Sheryl Sandberg has suggested the rise of digital and mobile is leading to the collapse of the marketing funnel.
  Speaking at ad tech conference Dmexco in Germany today (13 September), Sandberg told delegates: “The marketing funnel itself is collapsing. It used to take time to go from research to discovery to awareness all the way to a purchase. But now you have digital and mobile that is happening faster than ever, and that is for the largest brands to the small corner sho
  
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• Chivas Regal's blending experience to return for London Cocktail Week

  13-09-2017 17:02 via campaignlive.co.uk
  Chivas Regal, the whisky brand owned by Pernod Ricard, is setting up its blending experience once again during London Cocktail Week.
  
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• Sheryl Sandberg: 'Facebook must bring people together to do good'

  13-09-2017 16:28 via campaignlive.co.uk
  Facebook chief operating officer Sheryl Sandberg has said that, in turbulent times, the social network must do more than simply connect people.
  
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• Absolut issues creative call to arms for a better world

  13-09-2017 16:20 via campaignlive.co.uk
  Absolut champions the belief that creativity can change the world in a new global campaign launching today.
  
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• Facebook is rolling out more brand safety tools, and applying for MRC accreditation

  13-09-2017 16:08
  With digital media companies under more-and-more pressure to placate advertisers' concerns, Facebook has announced a host of new brand safety features, plus measures against 'fake news' providers, as well as more third-party tie-ups, including its application for accreditation by the Media Ratings Council (MRC).
  The social network made the announcements today (September 13) to coincide with the kick-off of the Dmexco trade show hosted in Cologne, Germany, where a host of its senior exe
  
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• Did revenge sound the death knell for Bell Pottinger?

  13-09-2017 15:53
  Bell Pottinger’s implosion has been spectacularly rapid, so much so it raises the question whether this was an inside job. 
  Was the South Africa meltdown the trigger for a controlled demolition? Take Lord Bell’s ‘inept’ Newsnight interview, for instance. Could he really have been so crass? And just who made those company emails public? 
  Could it be that the unravelling of this PR empire might have less to do with mischance and more with immaculately manoeuvred M
  
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• MAA appoints The Bio Agency's Crook as new MD

  13-09-2017 15:52 via campaignlive.co.uk
  The Marketing Agencies Association has appointed Rebecca Crook as its new managing director, filling the vacancy left by Scott Knox's departure last year.
  
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• Bell Pottinger unlikely to honour payments to co-founder Tim Bell

  13-09-2017 15:42
  Administrator is not expected to pay Lord Bell £300,000 owed as part of his multimillion-pound deal to leave the agencyThe co-founder of Bell Pottinger, Tim Bell, has emerged as one of the creditors the firm’s administrators are unlikely to be able to pay back, with a £300,000 bill outstanding from his multimillion-pound deal to leave the disgraced City PR firm last year.Lord Bell left the agency last summer in a deal thought to be worth as much as £2.5m that included the
  
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• Facebook responds to growing ‘uneasiness’ over brand safety with new ad controls

  13-09-2017 15:30
  Facebook is introducing new controls over where advertising appears and around the type of content that can be monetised as it tries to allay marketers’ fears over brand safety, measurement and viewability.
  The changes, which were unveiled at Dmexco today (13 September) by Facebook’s VP of global marketing solutions Carolyn Everson, will apply new standards to the type of content that can be monetised around in-stream ads and its Instant Articles feature.
  Facebook will also begin to
  
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• Embracing the age of influencers: How marketers can unlock mobile's creative potential

  13-09-2017 15:13
  Despite the rapid flow of advertising dollars to digital, most particularly mobile, television will continue to hold on to brand awareness budgets and cache unless advertisers, agencies and media owners tackle some home truths. Could influence be the key to unlocking mobile’s creative potential and take up to $20 billion in digital brand advertising dollars?
  Magna predicts that by 2021 global mobile ad spend will increase to $215 billion – or 72% of the total digital market. It is in
  
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• 'Creatives are embracing AI & machine learning to help them think differently about their jobs' says Adobe platforms VP

  13-09-2017 14:54
  Creatives have begun to embrace the use of artificial inteligence and machine learning as it allows them to introduce new possibilities into their campaign ideas, according to Adobe's VP platform & products, Suresh Vittal. 
  Speaking to The Drum at Dmexco ahead of appearing on stage to present Adobe Sensei, a product he claimed could offer "vast amounts of data and content" which would make AI algorithms "smarter", Vittal pointed to a change in mindset that is entering the creative field
  
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• Twitter CEO Jack Dorsey promises to refine 'clunky' ad model with improved measurement

  13-09-2017 14:28
  Twitter's chief executive Jack Dorsey has promised to make it easier for advertisers to run campaigns on the platform, admitting that is has been too “complicated” for brands to use, and lacked measurement capabilities in the past.
  Speaking on stage at Dmexco on Wednesday, 13 September, Twitter’s top executive told WPP boss Sir Martin Sorrell that Twitter plans to streamline how brands buy ads within its walls, as well as making it easier for them to see where th
  
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• Facebook tackles brand safety with tougher ad 'monetisation eligibility' standards

  13-09-2017 14:25 via campaignlive.co.uk
  Facebook has launched tougher rules on brand safety because it admits some marketers are "feeling uneasy" about where their ads have appeared and want "clearer guidance".
  
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• Turkey of the week: Kinder Bueno tries to 'adult'

  13-09-2017 14:08 via campaignlive.co.uk
  Brittaney Kiefer thinks Kinder Bueno's "Adulting" campaign is trying too hard.
  
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• Triton Showers will make waves on screens with 'First thing Britain' campaign

  13-09-2017 13:48
  UK shower manufacturer, Triton Showers, has invested an initial six figure sum into an update of the brand and development of a national, multi-channel advertising campaign.
  The bold move, which comes as part of a collaboration with Birmingham based communications agencies One Black Bear and WPR, makes Triton the first shower company in the UK to embark upon activity of this scale.
  Headed by its new strapline ‘See you first thing Britain’, the initiative has seen the manufacturer dev
  
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• US Creative Works: Featuring DDB Chicago, BBDO NY, DonerLA and more

  13-09-2017 13:30
  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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• How social media can save brands hundreds of thousands of pounds

  13-09-2017 13:04
  This week sees marketing experts from all over the world descend on London for Social Media Week. The value of social is never far from commentators’ minds and thumbs. Gary Vaynerchuk regularly chastises rooms full of marketeers for not going all in with Facebook and Instagram, whereas Mark Ritson literally does some kind of victory dance if Facebook reports any numbers wrong.
  So, where can brands find real value from social?
  Earlier this year, we were very proud to win the RAR (Recommende
  
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• How to save a brand (without spending $1bn)

  13-09-2017 13:00
  When The Estée Lauder Companies paid $1.45bn for indie makeup brand Too Faced, Wall Street sat up and took notice. With additional investments worth hundreds of millions of dollars in other beauty startups, this conglomerate is one of several that is betting its future on the power of a new kind of brand.
  These brands are independent, with compelling stories, and catering to under-served, emerging consumer niches. They aren’t always found in traditional retail establishmen
  
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• 44 years in the baking: Evans Cycles brings Hovis ad back to life with electric bike

  13-09-2017 12:39
  Evans Cycles has brought Hovis’ iconic ad ‘Boy on Bike’ back to life with the original Hovis boy on an electric bike, 44 years later. The integrated campaign was carried out by digital agency Propellernet, who was tasked with creating awareness around the positive benefits of e-bikes, while also positioning Evans Cycles as a leading authority in this growing market.
  Video of Return to Gold Hill 
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  The original Hovis boy Carl Barlow, now a 58 year old retired firef
  
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• Apple luxuriates in the praise of its Watch users, takes to the surf to promo new model

  13-09-2017 12:33
  The annual keynote from Apple (12 September) not only presented the world with the not-so-secret iPhone X – it threw up three creative spots promoting the handset, the Apple Watch Series 3 and the apparently life-changing effect the company has had on users of its wearable tech.
  Unabashedly named ‘Dear Apple’, the latter ad is literally a 2.5-minute love letter to Tim Cook and his empire. It features a diverse mix of Apple Watch users who have been so affected by
  
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• The art of less: an advertising lesson from Bill Bernbach – and Bruce Lee

  13-09-2017 12:30
  Less is more, so they say.
  This is certainly the case with two luminaries who have always inspired me with their art of reduction and simplicity: advertising great Bill Bernbach and Hong Kong’s most famous son, Bruce Lee. So, what links these two – apart from their first names both beginning with B?
  Bernbach you already know much about, no doubt. Better people than me have written of his ability to champion iconic brands. His VW campaigns are still among my favourite pieces of commun
  
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• Nissan’s top marketer more worried about Google fixing ad fraud than brand safety

  13-09-2017 12:30
  The Times' expose into how brands are funding extremist content has provoked action from global marketers to ensure they're not the face of the next brand safety crisis.  However,  Nissan’s global marketing boss has cautioned that ad fraud is the more damaging problem being overlooked.
  That's not to say Roel de Vries hasn't taken the  damning ‘brands funding terror’ reports seriously. Alongside the marketers from the UK government, U
  
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• Mark Ritson: Google’s lack of transparency should have us all worried

  13-09-2017 12:23
  One of great benefits of my job is an occasional free flight and a decent hotel stay in a sexy city in return for a quick presentation. So when the opportunity came to go to New York City earlier this year and deliver a talk at the prestigious INMA conference it took me all of six seconds to say “yes” and reach for the old maroon passport.
  INMA stands for the International News Media Association and, with the exception of a few unknown interlopers like your humble correspondent, its
  
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• Pick of the week: Marmite gene project will get lovers and haters talking

  13-09-2017 12:07 via campaignlive.co.uk
  Brittaney Kiefer thinks Marmite's campaign will get people talking.
  
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• Stranger Things pays homage to its movie influences with reimagined retro posters

  13-09-2017 11:50
  Stranger Things, a not entirely original Netflix Original show that picks and chooses its favourite moments from Hollywood's rich storytelling tapestry, is paying homage to the tales that inspired it with a slew of promotional artwork.
  As season two of the highly successful and much anticipated show crawls closer, Netflix has distributed reimagined versions of classic movie posters, a clear nod to the referential show’s formative influences.
  Rooted heavily in 80s nostalgia, the c
  
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• Sorrell 'succumbs' to Twitter and grills founder Dorsey on Trump, takeovers and 'clunky' ad experience

  13-09-2017 11:34 via campaignlive.co.uk
  WPP chief executive Martin Sorrell - who has just joined Twitter - interviewed the company's chief executive Jack Dorsey on stage at Dmexco, fulfilling an appointment originally set for a year ago.
  
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• Adobe names Phillip Duffield as Advertising Cloud MD

  13-09-2017 11:33
  The sky’s the limit for Philip Duffield after Adobe announced that the media and advertising veteran is to be its new managing director for its advertising cloud EMEA.
  This position will see Duffield assume responsibility for driving growth across the region, fostering relationships between brands and agencies and improving the customer experience.
  Duffield previously served with San Francisco based data and analytics specialists Samba TV having also worked as head of advertising with AOL
  
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• Vue International appoints ‘highly respected’ former ITV CEO Adam Crozier to the board

  13-09-2017 11:31
  Cinema chain Vue International has swept up former ITV chief executive Adam Crozier to serve in the position of non-executive chair.
  Weeks after calling a close on a seven-year venture at the UK commercial broadcaster, Crozier has made right on his claim that he was looking to build up his experience in the private sector across numerous roles. As such, he also serves as a non-executive director of Costa and Premier Inn owner, Whitbread.
  He now combines his might with the cinema company, that ha
  
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• People on the move featuring Zambezi, Droga5, Amaze, Adaptive Lab and more

  13-09-2017 11:30
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below.
   
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  Omnicom 
  Omnicom has brought on board LBi founder Luke Taylor to head up its customer relationship management offer Precision Marketing Group, The Drum has learned.
  As chief executive, Taylor will report to Dale A. Adams, the chairman and chief executive of the DAS Group, a
  
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• How to better pitch your worth explains London 2012 and World Athletics 2017 pricing chief

  13-09-2017 11:30
  Drawing from his record-breaking results as former director of ticketing at London 2012 Olympics, Rugby World Cup 2015 and World Athletics 2017, Paul Williamson, managing director, Sports Ink will illustrate how he has used price as a narrative in marketing his own consultancy to win new business at The Drum Pitch Perfect.
  What can attendees expect from your session?
  What I intend too do is talk for 10 minutes on big exciting international sports events that I’ve worked on and been the dir
  
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• Return reveals new conversion rate optimisation service to follow in steps of its rebrand

  13-09-2017 11:13
  Earlier this year, Manchester-based digital agency Return, which was previously known as Return on Digital, revealed a fresh new rebrand to mirror its services.
  Return decided to drop the ‘Digital’ in its name as the agency has expanded into new territories. In addition to the digital work in its infancy, it has been involved in whole marketing strategies that link influencers, TV and experiential marketing; the new name removes the agency from a limited framework and reflects t
  
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• Apple gambles on premium iPhone X but should its rivals be worried?

  13-09-2017 11:06
  Yesterday (12 September) Apple unveiled its premium $999 iPhone X (pictured above), which drops the home button for an all-screen design.
  The X has exclusive features such as an advanced facial recognition system, which lets users create 3D masks of their faces that can be mapped onto ‘animojis’ and allows selfies to be used to unlock the device. It also contains Apple’s latest processor – the A11 Bionic – which is 70% faster than the iPhone 7 and extends battery li
  
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• Guidelines aren’t the answer to ad land’s stereotyping woes, but your audience might be

  13-09-2017 11:00
  There is a lot of concern voiced these days around gender stereotyping in advertising, with the consensus being that ads should not promote gender stereotypes. New blanket rules are springing up to enforce this agenda, but much of this may be unnecessary – there are already natural, proven, more open ways for brands to get closer to customers and ensure diverse, non-stereotypical creative work.
  Some of the current, well-intentioned initiatives could even prove counter-productive.
  The
  
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• iPhone X: evolutionary design or emperor's new clothes?

  13-09-2017 10:50 via campaignlive.co.uk
  Ten years after the iPhone debuted, held aloft by the late Steve Jobs before an enraptured San Francisco audience, Apple launches the roman numeral suffixed iPhone X (and 8 and 8 Plus). "Say hello to the future", the accompanying corporate blurb tell us. But for some, it's a future with little distinction from the past.
  
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• WhatsApp co-founder Brian Acton quits to head up tech non-profit

  13-09-2017 10:39
  WhatsApp co-founder Brian Acton, who has amassed a $6.5bn fortune since Facebook’s acquisition of the hit messaging service for $19bn in 2014, is to leave the company in order to head up his own non-profit foundation.
  Acton is remaining tight-lipped on the precise focus of his cryptic largesse but his departure will create a significant void within WhatsApp, with his current duties unlikely to be filled by any one employee.
  Giving his rationale for departing in a Facebook post published on
  
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• CHI enlists Oscar-winning director for The Prince's Trust campaign

  13-09-2017 10:22 via campaignlive.co.uk
  CHI & Partners has launched a campaign on behalf of The Prince's Trust that is designed to champion the resilience of young people, following research produced by the charity that shows that young people are suffering from poor confidence.
  
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