Marketing news

• Criteo counters fraud claims made by infamous short-seller Gotham City Research

  21-09-2017 23:30
  Criteo is locked in a war of words over allegations that its revenues are derived from fake traffic and fraud, claims made by Gotham City Research, a notorious investment fund with a reputation for short-selling, that has now taken aim at the adtech sector.
  The dispute kicked off when Gotham City Research made public an earlier audit from Method Media Intelligence which had been circulating among players in the industry for weeks, as part of a two-step assault.
  Method Media Intelligence, wh
  
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• Verizon is giving out iPhone 8s to winners of its Snapchat scavenger hunt

  21-09-2017 23:04
  Verizon has unveiled an augmented reality scavenger hunt on Snapchat that’s giving participants the chance to win an iPhone 8.
  The scavenger hunt isn’t totally virtual – a la Pokemon Go, the game requires participants to actually visit certain locations in the real world in order to unlock a special ‘Eight’ lens. Those who wish to play can visit the scavenger hunt’s landing page to find the Snapcode that triggers the game.
  To play the game, users must fol
  
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• Amazon is opening another New York office for sales, marketing, finance and IT

  21-09-2017 22:34
  New York Governor Andrew Cuomo said Amazon is expanding in New York City with the addition of a 359,000-square-foot office in Manhattan, creating 2,000 high-paying jobs in finance, sales, marketing and information technology.
  To encourage Amazon's expansion in New York, the company was offered up to $20m in performance-based tax credits. Amazon will invest $55m to outfit the office space at 5 Manhattan West using energy-efficient standards.
  The expansion will create 2000 jobs that
  
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• 6 questions for 6 creative directors from 6 holding major holding companies on 6-second ads

  21-09-2017 21:24
  The six-second ad is here, whether or not consumers or marketers are ready for it. YouTube unveiled its six-second ‘bumper’ ad format in April 2016, following research into the lowest optimal time a user watches, listens to and recalls an ad. Fox followed during the Teen Choice Awards, and it’s extending that to NFL games. 
  Some say it will lead to more focused ads. Others say it won’t work, while still others are on the fence. We wanted to know what the industry thi
  
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• Why The Body Shop is adding mobile wallets to its marketing mix

  21-09-2017 20:05
  Historically the preserve of travel brands and payment firms, high street retailer The Body Shop is shaking up its CRM strategy and experimenting with mobile wallets for the first time. 
  It was launched to support its Forever Against Animal Testing campaign which is looking to end cosmetic animal testing worldwide and will see the retailer deliver a petition to the UN later this year. Getting people to sign up is the first hurdle but the Body Shop was also looking for a way keep people up t
  
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• Facebook lets brands target ads based on offline behavior

  21-09-2017 20:00
  Facebook has introduced more ways to help marketers re-engage offline audiences.
  According to a blog post, since launching last year, thousands of companies have used Facebook’s offline conversions tool to measure the impact their campaigns have on offline purchases. Now, these advertisers, which include Macy’s, KFC and Dick’s Sporting Goods, can build custom audiences from their offline conversion event sets comprised of consumers who have previously purchased offline.
  Faceboo
  
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• Burnley sponsor Ladbrokes sorry for giving ‘poorly conceived’ middle finger to two players

  21-09-2017 18:13
  Ladbrokes, a sponsor of English football club Burnley, has breached a new level of ‘banter’ by flipping the bird at two of its footballers on Twitter.
  Chris Wood and Charlie Taylor both moved to Burnley from Leeds during the summer transfer window and although Wood scored, his former club seized the day on Tuesday evening during the penalty shootout.
  Subsequently, the pair were offered the middle finger emoji on Twitter from the official account of the bookmaker, after Burnley were k
  
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• Is the way you track conversions damaging your campaigns?

  21-09-2017 17:58
  Measurability is no doubt a huge attraction of paid media – the way we know exactly what return we generate and can optimise to further increase it. However, one of the biggest flaws is the focus on last-click, which we know can result in an imbalance of attention being paid to bottom-of-the-funnel activity, rather than looking at the top of the funnel and the initial interactions that customers make.
  This is often seen at a basic level in the performance of brand versus non-brand keywords
  
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• BSSP wins Mitsubishi after resigning Mini

  21-09-2017 17:42
  BSSP is back in the auto game.
  After resigning longtime client Mini earlier this year due to the BMW brand’s cost-cutting and procurement-mandated reviews, the Sausalito, California-based agency has been named agency of record for Mitsubishi. The account was previously handled by 180LA.
  The independent shop, which won the business after an agency review, will be tasked with helping drive Mitsubishi’s creative process and develop a consistent stream of integrated, strategic marketing
  
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• We need to move digital measurement from generic KPIs to what matters most – effectiveness

  21-09-2017 17:40
  20 years ago, digital advertising was simple: banner and search ads were just about the only option available to target the not-yet-always-connected consumer.
  Back then, success was simple too, with most marketers pining after higher CTR and lower CPC. Sophistication prevailed and soon social, mobile and native entered the scene and now we live in a world filled with an explosion of connected devices and new technologies such as VR and AI.
  Things marketers never knew they needed to worry about a
  
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• 'No room for assholes': how Sara Tate plans to revitalise TBWA\London

  21-09-2017 16:33 via campaignlive.co.uk
  Sara Tate is the final piece in TBWA\London's management trio looking to bring back the agency's mojo.
  
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• Kodak captures special ‘moments’ in its latest campaign

  21-09-2017 16:31
  At one time, Kodak ruled the world of technological disruption with its camera and film developments. The advent of the internet and online photo sharing in turn disrupted Kodak’s business model.
  But the film company that introduced the world to point-and-shoot cameras and even digital cameras is trying to bring back some of the magic (remember the carousel pitch from Mad Men?) with its latest ‘Moments’ campaign.
  Kodak Moments is the digital consumer photo-printing busines
  
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• International round-up: Coca-Cola’s new corporate campaign, Uber sues mobile agency

  21-09-2017 16:17
  Coca-Cola looks to make its corporate brand about more than just Coke
  Coca-Cola has launched a new corporate branding campaign in the US that aims to portray it as a “total beverage company” and shift the focus away from its most famous product. The spots, which are airing on US TV, feature a wide range of its products including organic tea and coconut water. It also highlights the work of The Coca-Cola Foundation to support conservation and its relationship with independent bottlers
  
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• UK ad regulator singles out Instagram for failing to label paid-for content

  21-09-2017 16:12
  The chief executive of UK regulatory body, the Advertising Standards Authority (ASA), has put the spotlight on Instagram as the platform on which brands and influencers are failing to explicitly label paid-for content. 
  Speaking at a Westminster Media Forum on the matter today (21 September), Guy Parker said adequately signposted native, affiliate and influencer advertising is simply "not where we need [it] to be."
  The ASA said it is planning its own research into the way thi
  
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• Ad of the Day: Craghoppers brings the 'Trouserless Nightmare' to life

  21-09-2017 15:57
  Craghoppers is invading dreams with a terrifying scenario in its latest campaign 'The Trouserless Nightmare', which features travellers wandering through the rainforest in nothing but their tops. 
  Created by Pablo London, the spot begins to creep the viewer out with loud whispers over a demonic track as the individuals wake up in a dreamland. Waking up to the beautiful landscapes surrounding them, a voiceover asks: "Having a sweet dream? Or maybe not" as the characters begin to realise
  
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• GoCompare unveils Monster Bill, a grizzly antagonist for its long-time tenor mascot

  21-09-2017 15:45
  GoCompare is a brand built on the power of its mascot, the memorable tenor Gio Compario, but after almost a decade at the helm, the price insurance firm has provided him with a rival in new character Monster Bill.
  The character is described as a money-hungry critter and will be dispatched by Compario in the ad that was produced by the PI Film Network. Further to this the spot was directed by Chris and Sian Wilkins, Cliver Tickner and the late Graham Rose.
  With the creative, Compario is somewhat
  
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• Spotify on how the music platform has become a sophisticated marketing tool for artists

  21-09-2017 15:37 via campaignlive.co.uk
  The music industry is now a world of "attention economics", Spotify's Drew Lam told an audience at the One Vizeum event in London.
  
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• How Cancer Research UK is preparing for GDPR

  21-09-2017 15:32
  There are now less than nine months to go until the EU’s General Data Protection Regulations come into force and yet many marketers are still in the dark about the potential impact.
  Research released just last week by the World Federation of Advertisers found 70% of brand owners do not feel marketers at their organisations are fully aware of the extent of the laws, and just 65% expect to be fully compliant when the GDPR comes into force in May 2018.
  Cancer Research UK, however, is one of t
  
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• Direct Line's drones will be used to rescue people at sea

  21-09-2017 15:14 via campaignlive.co.uk
  Direct Line and Saatchi & Saatchi London have formed the first partnership making use of its pioneering "Fleetlights" drone technology and donated a fleet of waterproofed drones to Caister Lifeboat Service.
  
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• Jen Faull promoted to brands editor at The Drum

  21-09-2017 15:11
  The Drum has promoted Jen Faull to the newly created role of brands editor as it continues to build its coverage of the global brand marketing sector. 
  Faull previously held the role of deputy news editor before a new structure was introduced earlier in the year to better unite the editorial team around the world. 
  In the new role and structure, Faull will lead the brands reporting team in London, Singapore, Glasgow and America in covering major stories that relate to marketing st
  
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• Why The Trade Desk is betting its future on the future of TV

  21-09-2017 15:00
  At the 69th Emmy Awards on Sunday (September 17), Hulu became the first streaming service to win Outstanding Drama Series, marking the latest coup for a streaming platform in a space long dominated by TV networks – ever since Netflix won its first Emmy in 2013.
  This rise to prominence among streaming services parallels well-documented shifts in consumer behavior – according to market research company eMarketer, for example, the US will have 202.1 million connected
  
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• Reprise Media wins big as Spark Foundry, Elite SEM and Jellyfish Online Marketing US take home top accolades

  21-09-2017 14:39
  As The Drum Search Awards kicks off in the US this year, the awards ceremony rewarded the best of the best, in search.
  Taking home the grand prix honor is the Spark Foundry for its campaign with Morgan Stanley’s “External Data Integration To Drive Performance In Paid Search And Social”, as well as taking home the best integrated strategy or campaign award.
  Chairperson and judge, Purna Vijiri, senior Bing ads PPC training manager, Microsoft said: "This year's winners w
  
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• Creative Director's Choice: Partners + Napier's Pete VonDerLinn on the all-ages appeal of the Go-Gurt kids

  21-09-2017 14:30
  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, Pete VonDerLinn, executive creative director at Rochester, NY agency Partners + Napier, shows his love for (and jealousy of)
  
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• Grey wins global Tuborg account after three-way pitch

  21-09-2017 14:20 via campaignlive.co.uk
  Grey London has won the global ad account for Carlsberg Group-owned lager Tuborg and has been charged with working on a new strategy for the brand.
  
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• ANA study on ‘crippling’ talent crisis says students aren’t sure if a career in advertising is meaningful

  21-09-2017 14:10
  The talent crisis facing the advertising and marketing industries is hitting a tipping point that could prove to be dire if clear steps aren’t taken to make the fields more appealing, according to a recent report out of the ANA Educational Foundation (AEF).
  Attracting top-tier talent to the fields has been a topic of concern for some time now, but the conversation around the issue has gotten got louder in recent years as agencies struggle to lure candidates away from the likes of Facebook
  
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• Chartboost secures programmatic offering so brands can reach its 1bn monthly gamers

  21-09-2017 14:00
  Mobile games discovery platform Chartboost has launched a programmatic offering that will let brands integrate into ads across the 300,000 titles it works with.
  Chartboost is opening its 1bn active gamers per month to brands, facilitated by partners Index Exchange, Rubicon Project, and Aarki. The audiences at the company’s disposal is not to be sniffed at, while historically gamers were a niche group, 69% of US mobile users will play a game on their device at least once a month. Furthermor
  
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• IAB: 'folly' to hide brand's role in native ads and influencer posts

  21-09-2017 13:59 via campaignlive.co.uk
  It would be "folly" for brands to assume that hiding their participation in influencer or native ad deals would lead to higher engagement rates, Christie Dennehy-Neil, senior public policy manager at IAB UK, has warned.
  
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• How marketers can use programmatic audio for ‘hard to reach’ millennials

  21-09-2017 13:59
  The programmatic audio market is huge – and marketers should be paying close attention to it, according to Toccara Baker, special operations consultant, EMEA at Adobe. Speaking to The Drum at Dmexco last week, she talks about Adobe’s partnership with Spotify, getting 90 per cent viewability rates and targeting hard to reach audiences.  
  Audio advertising gives marketers another avenue through which to reach consumers across different channels. According to eMarketer, marketers o
  
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• Integral Ad Science’s CRO: brands are demanding custom metrics for greater transparency

  21-09-2017 13:43
  As P&G’s top boss Marc Pritchard’s call to the industry to ‘clean up its act’ reverberates around the industry, companies are starting to respond. WPP’s media arm GroupM now requires 100% of its ads to be in view for at least one-second. According to Mike Iantosca, CRO at Integral Ad Science, this is a start of things to come in the media industry.
  “Digital budgets have gotten so big that advertisers really need to understand where their media is running a
  
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• Facebook still has some catching up to do on its viewing metrics says Newsflare director

  21-09-2017 13:30
  Facebook's explosive growth in video will be sullied if its viewing metrics are not up to task, claims Bevan Thomas, commercial director of video marketplace Newsflare, he adds "if you can’t trust it, it's not useful".
  Talking to The Drum, Thomas explains how Facebook can up its game, how it has pushed 360 video into the spotlight and how content creators are finally getting their dues. 
  Facebook has been increasing its video output. As a global video market place for user genera
  
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• Disney shifts focus to put digital content at the heart of its brand partnerships

  21-09-2017 13:18
  Disney is putting a growing focus on monetising its digital content by changing the way it works with brands to enable them to integrate into its content “more comprehensively” than in the past.
  The media giant unveiled the Disney Digital Network at Dmexco last week. The aim is to increase the number of digital partnerships it has with brands.
  In practice, this means Disney wants more brands to advertise around the digital content it produces, or get involved with original programmin
  
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• Dentsu India appoints 5-time Cannes Lions winner Rahul Sengupta as chief creative officer

  21-09-2017 13:12
  Dentsu Aegis Network's Dentsu India has appointed Rahul Sengupta as chief creative officer. He will also be a part of the Dentsu Aegis Network India Creative Council.
  Sengupta's worked as a director on films for Micromax, Havells, Standard Chartered Bank, Gillette, Horlicks, Dabur, Palliative Care Association of India, Bharat Matrimony, Berger Paints, Myntra, Domino’s, Gionee and YouTube. More notably, he's a decorated industry veteran with five Cannes Lions, two Effies and more to hi
  
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• Five takeaways from Campaign Underground

  21-09-2017 12:38 via campaignlive.co.uk
  Selling emotional advertising, thinking about insights and ditching diversity programmes are some of the takeouts from this week's Campaign Underground.
  
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• Once synonymous with the ‘white van man’, the Sun's biggest audience is now women

  21-09-2017 12:28
  They once seemed as inseparable as blood brothers but the Sun’s deep association with “white van man” is passing and a typical reader of Britain’s biggest-selling news brand is now more likely to be a woman.
  The emergence of the popular title from behind a digital paywall 20 months ago has coincided with a rise in news consumption on mobile. The Sun has enjoyed unprecedented growth, propelled by its coverage of showbiz news, which has also contributed to a marked shift in
  
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• Google Flights joins forces with Cleartrip and SpiceJet Airlines to expand its Indian inventory

  21-09-2017 12:21
  Indian online travel company Cleartrip and SpiceJet Airlines have integrated with Google Flights to reduce the time for consumers to access information and book tickets.
  Google Flights users can conduct searches for different flight routings, using an interactive map to explore possible destinations and view live ticket prices. After choosing their flights they can click the “Book” button to proceed to the Cleartrip or SpiceJet websites to purchase their tickets without having t
  
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• Jaguar Land Rover tests immersive, adventure podcasts to drive a Discovery brand narrative into other cars

  21-09-2017 11:51
  The minds at Jaguar Land Rover and Mindshare, having identified the car as the perfect environment to experiment with immersive podcasts, have produced the Discovery Adventures podcast to spread its brand ethos to fans, families and potential Land Rover owners.
  The new story-driven podcast blends car adventures with educational sections, all embedded in an immersive audio experience where listeners can hear the noteworthy sounds of locations such as the Natural History Museum, Cheddar Gorge
  
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• TBWA\London invites Sara Tate to take the helm as CEO

  21-09-2017 11:48
  TBWA/London has invited Sara Tate to helm its senior management lineup as chief executive, following a spate of recent appointments which have seen Andy Jex as chief creative officer and Anna Vogt as chief strategy officer this summer.
  The leadership trio will begin to operate as one from 3 October, slotting in alongside the existing leadership team comprising managing director Brian Swords and global creative director Peter Souter.
  Tate arrives with a wealth of experience having joine
  
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• 10+ adverts for Alzheimer’s awareness that will make you cry

  21-09-2017 11:23
  When my team and I began working on a dementia-related marketing campaign, we collectively knew very little about the nature of the condition.
  Now, having worked on the project for several weeks, we have all been somewhat taken aback by what we’ve learned.
  In fact, all you need to do is look at other great campaigns down the years to realise the impact of the condition on people’s lives. I for one, have been particularly moved by some of these ads, and since it’s World Alzheime
  
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• Barclaycard encourages people to try something new with ‘Start Today’ campaign

  21-09-2017 11:19
  Barclaycard is moving from finance to personal development with the launch of a five-week TV campaign from today across television, online and social channels.
  Kicking off with a TV ad, run in parallel with an online video, the activity will support an accompanying social campaign which runs until the end of November.
  Andrew Hogan, global head of brand strategy at Barclaycard, said: “The Start Today campaign springs from the insight that we all have something that we’ve always wanted
  
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• Smyle 'smashes' annual turnover target 6 months early

  21-09-2017 11:01 via campaignlive.co.uk
  Smyle Group is anticipating a 40% growth in turnover to £24m for the financial year to March 2018 thanks to new client wins, activations at the likes of Mobile World Congress and additional business from existing clients.
  
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• Sheryl Sandberg expresses ‘disgust & disappointment’ at Facebook’s hate speech ad targeting ‘fail’

  21-09-2017 10:58
  Facebook executive Sheryl Sandberg has personally intervened in a hate speech advertising row which engulfed the social media company last week, when it emerged it had been inadvertently soliciting anti-Semitic advertisers.
  Taking personal ownership of the scandal in a Facebook post Sandberg wrote that she was “disgusted and disappointed” that offensive slurs such as ‘Jew-hater’ and ‘how to burn Jews’ were amongst the targeting options Facebook had o
  
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• Magnum's brand collaborations in numbers

  21-09-2017 10:45 via campaignlive.co.uk
  Magnum, the Unilever-owned ice cream brand, has been collaborating with other brands since 2012, with annual pop-ups around London. Campaign takes a look at the numbers.
  
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• Desert Island Discs unveils watercolour style rebrand

  21-09-2017 10:34
  Britain’s oldest radio programme now has its newest branding following a full refresh of the venerable institution by the independent creatives at D8.
  First broadcast in 1942 the BBC Radio 4 programme has welcomed over 3,000 guests over the course of its run, each of whom has shared which eight recordings, one book and one luxury item, which they would bring along should they be ‘cast away’ to the eponymous desert island.
  Amongst those to have shared their passions are a divers
  
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• Celebrate the best in brand storytelling: Brand Film Festival London opens for entries

  21-09-2017 10:30 via campaignlive.co.uk
  Brand Film Festival London, the awards scheme and seminar from PRWeek and Campaign that celebrates brand storytelling, has opened for entries for the second year.
  
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• How brands have been embracing ‘bad’ over the years

  21-09-2017 10:15
  There’s been an awful lot of people gushing about 'brand love' over the past five years, but if you want real longevity, you need to tap into your inner Darth Vader.
  Our psychology is a very complex arena. On the surface we might crave the silky white sheets of perfect love, but, in reality it’s a dark knight that excites and sustains us.
  The big brands are all in on this: both Disney and Apple have released their inner dark side to deepen their relationship with
  
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• Smokers urged to kick the habit with month-long Stoptober campaign

  21-09-2017 10:03
  Public Health England are reprising their Stoptober campaign with an all new TV advert designed to encourage those who see it to stub out their fags for good.
  The campaign dovetails with a new University College London report which suggests that smokers are having more success at beating the habit than ever before with record numbers successfully quitting in the first six months of 2017.
  UCL’s researchers found that quitting success rates have now hit 19.8%, against a 10-year average of 15
  
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• Hearst and Dior reunite for return of Esquire Townhouse

  21-09-2017 09:53 via campaignlive.co.uk
  Hearst's Esquire has again teamed up with luxury goods brand Dior for a return of 'The Esquire Townhouse', an event featuring an array of premium brands and talks from the likes of Russell Brand and Cillian Murphy.
  
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• Google acquires HTC’s Pixel team for $1.1bn

  21-09-2017 09:30
  Alphabet-owned Google has moved to bring its smartphone hardware in-house with the acquisition of HTC’s Pixel smartphone team for $1.1bn, a move which signals fresh aggression in Google’s own smartphone and virtual reality ambitions in the wake of HTC’s flagging sales.
  The package cements ties between the internet firm and the Taiwanese smartphone maker, with Google also assuming non-exclusive rights to HTC intellectual property.
  Cher Wang, chairwoman and CEO at HTC commented:
  
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• Wacl votes for 'significant change' in its declared mission

  21-09-2017 08:59 via campaignlive.co.uk
  Wacl, the industry club for senior women, has voted to become a more proactive campaigning organisation on gender equality. President Kerry Glazer explains why.
  
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• Pick of the week: Asos' joyful film is a quiet revolution in beauty advertising

  21-09-2017 08:55 via campaignlive.co.uk
  Vibrant, playful, fun and individual: Asos' film stands out amid a sea of beauty advertising intent on hectoring consumers that they must conceal their imperfections at all costs.
  
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