Marketing news

• Advertising Week panel uncovers the truth about gender bias in advertising

  25-09-2017 23:59
  Having the conversation on gender bias is the first step to overcoming it, and a panel discussion at Advertising Week Monday afternoon confronted the subject head on.
  ‘The Truth About Gender Bias in Ads in 2017’ featured four women and one man talking about how there is still plenty of gender bias in advertising, which has been a constant for as long as it has been studied.
  Madeline Di Nonno, chief executive officer of the Geena Davis Institute on Gender in Media, started t
  
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• Marketers discuss how to make sure brand purpose doesn’t come off as lip service

  25-09-2017 23:48
  It’s 2017, which means most brands by now realize the importance of having a brand purpose that goes beyond making sales. But if Pepsi’s infamous Kendall Jenner ad is any indication, many brands - even those stocked with resources and reach - are still having trouble striking a chord with consumers when it comes to taking a stand on social issues.
  During a panel at Advertising Week New York, a group of marketers and advertisers discussed how brands can not only find their brand
  
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• Unilever CMO: ’We’ve got to be able to see over the walled gardens’

  25-09-2017 23:30
  Unilever kicked off its Ad Week New York activity with marketing chief Keith Weed taking to the conference stage to demand more transparency from players like Facebook and Google, and also sharing its new "5Cs framework."
  In a rare Ad Week keynote address, Weed spoke of the “murky digital media supply chain” and reiterated that the CPG giant wants 100% viewable ads and the ability to have all its ad campaigns verified by third party measurement providers in order to demonstrate the R
  
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• Keith Weed: Marketers must follow the ‘5Cs’ to connect with today’s consumers

  25-09-2017 19:00
  In 2012 I took to the stage at the Cannes Lions Festival of Creativity to talk about our new marketing strategy, ‘Crafting Brands for Life’. Five years on, and those principles of putting people first, building brand love and unlocking the magic are still at the heart of everything Unilever marketers do.
  Those fundamental principles for marketing were designed to transcend the choice of channels, to provide an absolute constant for all our 400-plus brands.
  But with the digital eco-sp
  
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• How Cuckoo Design are bringing life back to work

  25-09-2017 18:11
  Manchester based design agency Cuckoo know that good work comes from good culture. The Drum Network caught up with managing director Justine Wright and creative director Phil Rainey to talk about what exactly culture means, and how easily implemented it can be in business.
  Define what the term ‘culture’ means for you?
  Phil Rainey (PR): Culture is the way we bring our lives into our work. The way we help people be the best they can be. Cultures cascade down from leadership, ethos, his
  
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• ‘We rise together and we fall together, but always together’: Beyond the Brief with Jonah Disend, Redscout

  25-09-2017 17:55
  To celebrate its 100th Anniversary, the 4A’s has partnered with 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 at work
  
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• Clorox introduces emotion to the concept of clean with new campaign

  25-09-2017 17:34
  House cleaning brand Clorox has come out with new spots and a new brand purpose, which aims to shift the perception of cleaning from getting rid of dirt and mess to how clean can bring about an emotional change.
  The ‘Clean Matters’ brand film highlights the change that comes from cleaning – it’s not just about clean surfaces, but about the clearing of the emotional grime we build up in our daily lives, and the intentional shift from what was to what can be, according to a
  
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• Fintech startup repurposes the infamous Brexit bus for a more truthful marketing campaign

  25-09-2017 17:32
  Some say the infamous Brexit bus that erroneously claimed £350m a week gets sent to the Europe Union and instead suggested routing that into the NHS swayed the European referendum in 2016, as such it is no surprise a fintech startup is relying on the power of that very bus to get its message across.
  Although the figure has been knocked down by UK foreign secretary, Sir David Norgrove as a “clear misuse of statistics” – it has been recently reused by former Londo
  
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• Oath looks to distil what it can do for brands in first global campaign voiced by Chuck D

  25-09-2017 17:11
  Oath has unveiled its first global brand campaign since Verizon merged AOL and Yahoo under the same umbrella in a $4.bn deal, with the tech giant pitching itself to advertisers as a brand building tool.
  Dubbed ‘Build Your Brand’, the campaign will span nine global markets. It focuses on what sets the company apart in terms of what it can offer to brands, publishers and partners when it comes to mobile and video advertising, as well as data.
  At the heart of the drive, which was d
  
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• How advertising can tackle its disability deficit

  25-09-2017 17:10
  Diversity will be a hot topic at New York Advertising Week. As of this writing, no fewer than 12 sessions are scheduled that will focus on diversity in the industry.
  But while issues related to racial, gender and sexual diversity will be deservedly discussed, there’s a large swath of the population that remains significantly underrepresented in these conversations: the 30 million disabled individuals in the US labor force.
  Finding, nurturing, retaining and rewarding diverse talent remains
  
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• Jicwebs introduces anti-fraud certification

  25-09-2017 16:59 via campaignlive.co.uk
  Jicwebs, the Joint Industry Committee for Web Standards in the UK and Ireland, has introduced a new certification for companies that provide anti-fraud products.
  
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• Voxi targets students with free coffee and prizes

  25-09-2017 16:49 via campaignlive.co.uk
  Voxi, Vodafone's mobile network aimed at young people, is creating a series of activations at universities to draw to appeal to more students.
  
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• Voxi targets students with 'Endless possibilities' campaign

  25-09-2017 16:49 via campaignlive.co.uk
  Voxi, Vodafone's mobile network aimed at young people, is creating a series of activations at universities to draw to appeal to more students.
  
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• Facebook and Tribal Worldwide London join the judging panel for The Drum Creative Awards

  25-09-2017 16:30
  Facebook and Tribal Worldwide London have come on board to judge The Drum Creative Awards.
  Back with a fresh look, these awards strive to give creativity and design a global platform to shine and celebrate stellar creativity which recognises the best work across all disciplines and media channels.
  Joining the judging panel is Facebook EMEA’s regional head of creative shop, Kat Hahn and Tribal Worldwide London’s executive creative director, Victoria Buchannan.
  On why she is judging th
  
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• YouTube courts advertisers with promise of better targeting

  25-09-2017 16:24
  YouTube is launching a range of new tools for advertisers as it looks to convince more marketers to spend their budgets on the video platform and put the brand safety controversy behind it.
  As Advertising Week New York kicks off today (25 September), YouTube is courting brands with updates that it claims will make advertising on the platform more relevant and personalised, and make it easier to measure their offline impact.
  “This is going to make it easier for brands to have even more rele
  
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• Intu teams with over 4,500 retailers for Autism Hour

  25-09-2017 16:24 via campaignlive.co.uk
  Intu, the shopping centres owner, is working with retailers to promote Autism Hour.
  
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• Intu, John Lewis and M&S join over 4,500 retailers for Autism Hour

  25-09-2017 16:24 via campaignlive.co.uk
  Intu, the shopping centres owner, and thousands of retailers including Marks & Spencer and John Lewis have signed up to promote Autism Hour.
  
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• Female marketers earn £7.9k less than male colleagues

  25-09-2017 16:20 via campaignlive.co.uk
  Female managers in marketing earn £7,900 less than male colleagues, meaning that the gender pay gap for managers in the marketing sector is 17.3%.
  
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• Unilever marketing boss Weed reveals 5C brand strategy

  25-09-2017 16:12 via campaignlive.co.uk
  Unilever is unveiling a new framework for its marketers that will form the backbone of its brand strategies going forward.
  
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• 'Gamers can smell bullshit a mile off' – how brands can legitimately get into gaming

  25-09-2017 16:11
  Within the past five years, gaming has evolved to become one of the biggest and most profitable industries in the world.
  Later this week, (29 September 2017) EA Sport's Fifa 18 will be released to consumers, the follow-up to not only the UK's best-selling game of the year, but also the best-selling piece of entertainment.
  Fifa 18 is rife with brand activations like Coca-Cola's sponsorship of virtual athlete Alex Hunter – but the rest of the industry is just as open to s
  
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• Sizmek CEO Mark Grether: 'We are going to position ourselves as tech-agnostic’

  25-09-2017 16:00
  Barely a month after the acquisition of Rocket Fuel, Mark Grether, Sizmek, chief executive officer spoke with The Drum to outline his vision on how the newly merged entities will hope to offer an alternative in a market dominated by ‘the duopoly’, its new look leadership team, plus the reception to his offering at the recent DMexco conference.
  Graduating from the role of executive chairman to chief executive officer following the completion of its takeover of Rocket Fuel, S
  
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• M&C Saatchi boss Kershaw: moving beyond traditional advertising is paying off

  25-09-2017 15:38 via campaignlive.co.uk
  M&C Saatchi has claimed its 10% increase in half-year revenues shows its strategy of moving beyond traditional advertising and media-buying is paying off at a time when big holding companies are suffering.
  
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• Notes from Dmexco: pushing back and web version 3.0

  25-09-2017 15:25
  If you managed to wade through the glitz and glamour, the free swag, branded pens, stress balls, tote bags or the octogenarians sporting large red umbrellas who were either part of a moving art piece, brilliant guerilla marketing campaign or were just lost on the way to the ‘Kind & Jugend’ conference next door, you would have discovered this year at Dmexco there were some definite trends. Myself (Coleby Thew (CT)), and my colleague Frederik Bentsen (FB) have summarized
  
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• HP reports uptick in women and minority hiring as a result of agency diversity challenge

  25-09-2017 15:19
  HP has been championing diversity in its hiring practices and that of the agencies it works with. On Monday, September 25 the company reported the results of its diversity challenge issued to its global agencies – BBDO Worldwide, Fred & Farid, Gyro, PHD and Edelman – last September.
  HP also announced a comprehensive platform to drive systemic industry change and outlines a new challenge for 2018 centered on increasing agency minority and underrepresented group represent
  
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• How easyJet targeted spontaneous travellers with a cafe

  25-09-2017 15:08 via campaignlive.co.uk
  EasyJet, the budget airline, opened a Dutch-inspired pop-up café offering local cuisine sprinkles on bread to promote spontaneous travel.
  
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• HP's diversity initiative one year on: Agencies exceed gender targets, fall short on minority representation

  25-09-2017 15:01 via campaignlive.com
  HP's Karen Kahn blames it on unconscious bias and an inability to build a talent pipeline.
  
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• Domino’s brands itself 'The Official Food of Everything’ in bid to usurp the Sunday roast and fine dining

  25-09-2017 14:07
  Domino’s Pizza has launched a campaign which will help it infiltrate homes with a newly communicated versatility, under attack are Sunday roasts, fancy nights out and basic nights in six TV commercials from VCCP, Blink Productions and the Bobbsey Twins from Homicide.
  The creative agency, having won the account in April, has created six ads, portraying the different situations that can be improved by a Domino’s, all an effort to remove the public’s pizza inhibitions and perhaps
  
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• ‘We have an always-on philosophy when it comes to recruiting’: Independent Insights featuring Brighton’s Tina Vonderhaar

  25-09-2017 14:00
  Welcome to Independent Insights, a regular series that features interviews with independent agency leaders across the country. This week we’re featuring a Q&A with Tina Vonderhaar, president and chief executive of Brighton. 
  When Tina Vonderhaar joined St. Louis agency Brighton 13 years ago, she wasn’t looking for a job in advertising.
  At the time, Vonderhaar had just finished a long stint as a consultant at Accenture. While doing some independent consulting for clients - on
  
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• YouTube promises advertisers new ways to target audiences and measure the offline impact

  25-09-2017 13:30
  YouTube has kicked off its Ad Week New York activity by unveiling a host of updates which it claims will help advertisers better target audiences, structure their storytelling and then measure its effectiveness in driving sales both on and offline.
  Diya Jolly, director of product management at YouTube and product lead for monetizing the site, detailed the launch of the new tools: Custom Affinity Audiences; Director Mix; Video Ad Sequencing; plus updates to how it works with measurement
  
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• Why the Fetch and Uber lawsuits should be a wake-up call for the ad industry

  25-09-2017 13:28
  A spectre is haunting ad tech – the spectre of complacency. Oh, and a major lack of transparency, plus a serious lack of insight when it comes to detecting and preventing fraud. 
  Uber’s decision to begin legal proceedings against Fetch Media, relating to allegations of ad fraud and misrepresenting the effectiveness of its mobile ads is one of those rare stories that is simultaneously big news and entirely unsurprising.
  It’s big news in the sense that Uber is a major multin
  
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• Dmexco 2017: The top five takeaways for marketers from this year’s event

  25-09-2017 13:10
  For years, Dmexco has been seen as one of the most important events in the digital advertising calendar, and seems to be the event where marketers and vendors feel they can get the best return on investment.
  This year, the line-up featured industry leaders including Sheryl Sandberg, Sir Martin Sorrell and Marc Pritchard as well as some impressive vendor stands. As usual, there were plenty of opportunities to network with peers, and make new connections. Aside from business as usual, there were f
  
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• An open letter to Mr Bezos, Mr Pichai and Mr Zuckerberg to tear down Breitbart News

  25-09-2017 13:10
  In 2016, a terrorist with a machine gun killed two and wounded seven people sitting in a Tel Aviv pub two blocks from my flat. Later that same year, two other gunmen murdered three and injured five at the complex to where my company at the time was moving a few weeks later.
  In 2015, I carried a pepper spray gun as I walked to and from work at a time when terrorists were stabbing people daily on the streets of Tel Aviv and Jerusalem as well as ramming into them with cars. Many other Israelis took
  
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• Bloomberg Quint aims to capture Indian business audience with its new digital live streaming service

  25-09-2017 12:37
  Bloomberg Quint rolled out its digital live streaming service in India to expand its reach among India's growing business audience. 
  The new service includes daily live programming from both global and local markets and will provide consumers with live insights into the markets throughout the day, culminating with perspectives and analysis in the evening. 
  Bloomberg Media partnered with Quintillion Media in 2016 to form Bloomberg Quint and was rated as the most viewed business news bra
  
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• O’Deary: Lufthansa pokes fun at Ryanair owner with social and print ads

  25-09-2017 12:25
  Irish upstart airline Ryanair has made a lot of enemies in ascent to the zenith of the cut-throat budget flight sector, and as such its latest pilot misfortunes have given German carrier Lufthansa an opportunity to rub salt in the wounds.
  As Ryanair recovers from cancelling 2,100 flights as a result of an apparent pilot shortage, Lufthansa ran an ad in German tabloid Handelsblatt on Friday, mocking company chief executive Michael O’Leary’s predicament.
  The two-page ad, from
  
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• Marks & Spencer rolls out long-awaited online food delivery trial

  25-09-2017 12:02
  Marks & Spencer has rolled out a trial run of its online food delivery service in London and Reading, with the promise of deliveries within two hours for dinners and groceries with a minimum value of £10 purchased online.
  The long-awaited launch is based from the retailer's Camden store which promises to make deliveries within two hours for customers resident within a three-mile radius – dropping to one hour for those who merely hanker after a select line of ready meals and pizza
  
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• Wieden+Kennedy digs in on indies with stake in Austin agency

  25-09-2017 12:00
  Wieden+Kennedy (W+K) has revealed that, for the first time, the agency will be investing in a newly-opened independent agency in Austin, signaling its intent to further impact the independent landscape.
  Callen, opening this month, has been founded by departing W+K group creative director Craig Allen, business entrepreneur Holly Petitjean and production guru Niklas Lindström.
  “Craig and his partners represent a bright future for this business,” said W+K President Dave Luhr. &ldqu
  
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• YouTube launches new ways to target and measure ads

  25-09-2017 11:47 via campaignlive.co.uk
  Brands can now target audiences on YouTube based on their Google searches and the places and apps we like.
  
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• Creative Work of the Week: Save The Children takes fire with hard-hitting parody ad

  25-09-2017 11:03
  Save The Children's ad, highlighting the role of the UK government in the devastating effects of the war in Yemen on children, has been voted Creative Work of the Week. 
  Mirroring the tone of high street car and food ads, actor Dominic West describes the intricate details of a mysterious product as the camera pans dramatically to different close-ups of the machine, using evocative language like "understated, painted racing green", and "a micron perfect casing".
  The
  
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• Creative works EMEA featuring McGarrah Jessee, Volontaire, Pablo London, Spark44 and more

  25-09-2017 11:00
  Welcome to The Drum Creative Works, in partnership with Workfront.
  As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.
  We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast. Voting closes on Monday 2 October.
  For project
  
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• Aviva creates large sculptures to promote community fund

  25-09-2017 10:48 via campaignlive.co.uk
  Aviva has created three large sculptures across the country to show the difference that small objects can make to a community.
  
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• We should be glad TfL has the moral backbone Uber supporters lack

  25-09-2017 10:42 via campaignlive.co.uk
  The response to Transport for London's decision not to renew Uber's licence is a vignette for our times.
  
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• Oath's first campaign aims to showcase its brands and reach

  25-09-2017 10:35 via campaignlive.co.uk
  Oath, the new brand Verizon created by combining AOL and Yahoo, has pushed out its first global brand campaign #BuildYourBrand across nine markets.
  
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• Ex-TBWA strategy chief Torode launches collective as antidote to broken agency model

  25-09-2017 10:29 via campaignlive.co.uk
  New collective aims to create a new third space in-between freelancing and being employed by an agency.
  
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• Six Nations sponsorship proves a hard sell post Brexit

  25-09-2017 10:20
  The Six Nations Championship is struggling to find a replacement sponsor willing to part with £100m in exchange for naming rights at the flagship rugby tournament, with the spectre of Brexit being attributed for the drought.
  Organisers had been optimistic of finding a willing partner after RBS parted company following 14 years of association but these hopes have been dashed after talks with over 100 potential sponsors proved fruitless – and just three months left on the clock before
  
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• OMD India appoints Priti Murthy as CEO to spearhead its next phase of development

  25-09-2017 10:13
  Omnicom Media Group-owned agency OMD India has appointed Priti Murthy as CEO to strengthen its leadership.
  In her new role, Murthy will lead OMD across all business functions with a focus on building and leading future-ready teams, managing client relationships and securing new business and growth.
  Murthy worked at Maxus for 13 years where she led the development of a Behavioural Science Lab that merges the disciplines of behavioural science, sociology and psychology to solve real-life business
  
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• Save Uber in London petition nears 750,000 signatures

  25-09-2017 09:53
  A petition established by Uber asking Mayor of London Sadiq Khan to reverse a contentious decision to force it from the city’s streets has had little effect thus far, despite garnering near 750,000 supporters, with Khan lashing out at the "aggressive" tactics of the ride-hailing app.
  Hitting back, Khan claims that Uber has besieged City Hall with an ‘army’ of PR experts and lawyers in a bid to overturn the decision, applying ‘unfair’ pressure on mayoral mandari
  
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• India's retail sector surpasses China after investments from international brands like Amazon and Gap

  25-09-2017 09:20
  Boosted by the Indian government's push towards a cashless economy and Digital India initiative, India's retailing sector has surpassed China with an expected growth of $1.3tn by 2020, according to the latest report by Indian Brand Equity Foundation (IBEF).
  India's retailing sector has also been further strengthened by investments from prominent international brands, such as Hamleys, Ikea, Amazon and Gap. Despite considering bankruptcy, Toys R Us is opening its first retail store in India, while
  
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• Ryanair, Moneysupermarket, Amazon: Everything that matters this morning

  25-09-2017 08:50
  Ryanair reveals second wave of flight cancellations
  Ryanair has revealed it is to cancel a second wave of flights over the winter months as it looks to improve its service after admitting to a rostering “mess-up”. The budget airline plans to scrap 18,000 flights on 34 routes between November and March, affecting a further 400,000 customers. Ryanair says they have all been contacted and offered a refund or booking on an alternative flight. They will also receive a travel voucher for &
  
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• Oath, Instagram, Unilever: Everything that matters this morning

  25-09-2017 08:50
  Oath launches first global advertising campaign
  Oath, the company which combines Verizon, AOL and Yahoo, has launched its first global advertising campaign #BuildYourBrand, which is set to a soundtrack from Public Enemy rapper Chuck D.
  Underscoring the company’s differentiators across mobile, video and data for advertisers, publishers and partners, the campaign is more B2B focused. It communicates Oath’s ability to build strong brands that capture the imagination of modern consumers.
  
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• Ikea, HSBC, Ryanair: Everything that matters this morning

  25-09-2017 08:50
  Ikea enters gig econony with TaskRabbit acquisition
  Ikea has acquired handyman app TaskRabbit in what the firm describes as an “exciting leap” in its transformation.
  The app is designed to connect consumers with local tradesmen and women to help with household tasks such as assembling furniture, decorating, cleaning and deliveries.
  The move means the retailer will soon be able to offer services as well as products as it enters the gig economy for the first time, a move necessary give
  
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