Marketing news

• Verizon, HP and Unilever marketers discuss how to advance the diversity and inclusion conversation

  26-09-2017 23:16
  Verizon, HP and Unilever are among of a handful of brands that have made headlines over the past year for taking tangible steps to make the advertising industry more diverse and inclusive.
  At Advertising Week New York, HP’s global chief marketing officer Antonio Lucio, Unilever’s SVP of global marketing Aline Santos Farhat and Verizon’s chief marketing officer Diego Scotti gathered to discuss what progress they’ve made in this space so far and what more needs to be done.
  
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• Twitter to double character limit for tweets to 280 in global trial

  26-09-2017 23:00
  Twitter has confirmed it is considering a move away from hallmark 140-character limit, saying it will soon begin testing a 280 limit for a select number of users across the world.
  The move to double the amount of characters comes over a year since the rumour mill first went into overdrive that the platfrom was set to increase the limit in some way.
  For now, it stressed that the change will only apply to a "small group of users" in countries where users are impacted by tweet "cramming" 
  
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• CP+B taps Linus Karlsson for global chief creative officer role

  26-09-2017 21:06
  CP+B today (September 26) announced that the agency has hired Linus Karlsson as global chief creative officer. In this role, he will partner with the newly named global chief executive officer Erik Sollenberg to lead CP+B. Karlsson will be based in CP+B’s Boulder office. Karlsson, a renowned and award-winning creative leader, most recently founded and ran Ming Utility and Entertainment Group, a creative company which combined design, technology and entertainment and wor
  
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• HP calls on marketing industry to work together to improve diversity

  26-09-2017 18:33
  HP has seen big improvements in the representation of women and minorities both in its marketing teams and agencies over the past year, but says it now wants to work with the rest of the marketing industry to improve diversity across the board.
  Speaking at Advertising Week New York today (26 September), HP’s CMO Antonio Lucio said that at its agencies, 61% of the people who work on its account around the world are now women, a 20 percentage point shift. In supervisory roles, 51% are now wo
  
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• HP calls on marketing industry to unite on diversity

  26-09-2017 18:33
  HP has seen big improvements in the representation of women and minorities both in its marketing teams and agencies over the past year, but says it now wants to work with the rest of the marketing industry to improve diversity across the board.
  Speaking at Advertising Week New York today (26 September), HP’s CMO Antonio Lucio said that at its agencies, 61% of the people who work on its account around the world are now women, a 20 percentage point shift. In supervisory roles, 51% are now wo
  
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• How media planning will evolve in the age of AI

  26-09-2017 18:30
  Paul Silver, Media iQ, chief operating officer, maintains that media planning tools are not fit for purpose in a digital age. Here he outlines how three key principles necessary to successful evolution in an era increasingly defined by: data management; processing; and activation. 
  The big agency groups are cognizant that the long-established media planning tools are not fit for purpose, especially in an era increasingly defined by AI. Look to the multi-million investments made by GroupM (M
  
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• Mark Ritson: Apple is still the big daddy in phoneland because it avoids pointless innovation

  26-09-2017 18:15
  I can still remember the moment. I was in the final year of studies when my oldest mate came back up north from his flash job in the City to visit me and brought with him, would you believe it, a mobile phone. I’d seen them before in cars but the little, two-foot long Nokia he laid before me in the bar that night was a wonder to behold. We pondered it for several long seconds and then tried to think of who we might want to call on it.
  A quarter of a century later I am old and exhausted. Bu
  
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• Kraken rum creates scary cinema experience

  26-09-2017 18:12 via campaignlive.co.uk
  Kraken, the black spiced rum brand, is creating a terrifying cinema experience.
  
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• Creativity meets collaboration as marketers find new ways to work in a mobile world at Advertising Week

  26-09-2017 17:55
  ‘Mobile’ has been the buzzword at Advertising Week it seems for over a decade. Now that marketers are getting more savvy with how they address mobile creativity, however, the panels that discuss them are more important than ever.
  With Facebook’s global creative director Andrew Keller at the helm Tuesday morning at Advertising Week, with a panel featuring R/GA’s Chloe Gottlieb, BBDO's Tara DeVeaux and DDB's Ari Weiss, mobile creative it seems finally got a fair shake, with
  
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• Offering the right employee package is key right now for recruitment says Totaljobs sales manager

  26-09-2017 17:30
  Whilst the UK is reeling in uncertainty following Brexit, many recruiters have seen a decline in applications, says Raj Lal, sales manager, Totaljobs. However, it is innovation that will lead the way to 2018 being a productive year for the industry.
  Lal explains that the introduction of a technologically advanced workforce has meant that employers need to be more aware of the brand and offering the right package is of the utmost importance.
  What has been the most innovative thing you have seen f
  
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• L'Oréal Paris to host runway along Champs-Elysées

  26-09-2017 17:27 via campaignlive.co.uk
  L'Oréal Paris is creating a fashion-beauty runway along the Champs-Elysées for Paris Fashion Week.
  
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• L'Oréal Paris to host runway along Avenue des Champs-Elysées

  26-09-2017 17:27 via campaignlive.co.uk
  L'Oréal Paris is creating a fashion-beauty runway along the Champs-Elysées for Paris Fashion Week.
  
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• Direct mail is back in the mix: consumers consider mail believable as digital channels face ‘trust fatigue’

  26-09-2017 17:21
  Marketers that remain fixated with digital channels might need to rethink their strategy. New research has revealed that 89% of consumers consider mail communications to be ‘believable’, while only 48% feel the same way about email. The same research found that mail is regarded as ‘more likely to grab the recipient’s attention’.
  Conducted in May of this year by Royal Mail MarketReach and TNS, the research followed the same model set by studies carried out in 2007 an
  
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• From Boeing to Microsoft, Amazon to Starbucks, how Seattle’s business innovation has shaped the world

  26-09-2017 17:00
  One of Seattle’s earliest businesses was equipping 1880s miners headed up to the Klondike. Looking at the record number of construction cranes dotting downtown Seattle today, it’s clear the gold rush is on again – but now, people come to stay.
  The city’s key industries are diverse, from aviation to retail to technology. But all the top companies share a proven success formula: offer useful products people need, treat workers well and add a twist of innovation. “They
  
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• Twitter trials double-length tweets

  26-09-2017 16:52 via campaignlive.co.uk
  Twitter will start testing increasing its character-limit per tweet to 280 with 5% of its users, but only for some languages.
  
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• Toyota shifts gears to hybrid in first campaign by The & Partnership

  26-09-2017 16:52 via campaignlive.co.uk
  Toyota is the latest carmaker to signal a shift from diesel to hybrid vehicles in a major campaign launching across Europe this month.
  
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• UK Top Shazamed Ads: Levi's shoots to the top spot knocking M&S Food into second

  26-09-2017 16:43
  The Drum's Shazam chart is based on the number of times each ad has been Shazamed over the past week using the music identification app.
  Levi has raced to the top of the chart knocking M&S Food, which has held the top spot all summer, into second place.
  The 'Circles' ad demonstrates unity and togetherness with an energetic display of music and dancing, bringing people from around the world together.
  The chart sees two newcomers from Simply Be in eighth place and H&M taking fifth place.
  H
  
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• Ad of the Day: Snoop Dogg lays down an original rap to get to the core of WWE 2K18

  26-09-2017 16:20
  WWE 2K18 has a talented advocate in Snoop Dogg in the latest teaser for the video game in which Snoop busts a rhyme about the mythos of the WWE.
  The intense spot 90 second called ‘Anthem’ was created by BarrettSF to promote the latest annual iteration of the wrestling video game before its release on 17 October. It shares so much information about the WWE franchise that fans who haven't tuned into the show in years could feasibly  jump straight into WWE 2K18 with a working
  
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• Ryanair’s key brand metrics nosedive following cancellation crisis

  26-09-2017 16:17
  Nine days ago, Ryanair revealed it would be cancelling more than 2,000 flights, affecting some 315,000 passengers, after admitting it “messed up” over its pilots’ holiday roster.
  The Irish airline has offered these customers refunds or alternative flights and says 97% of those affected have now been dealt a full refund or alternative flight, with the remaining 3% yet to get in contact.
  Yet many of these customers will still lose out financially on other holiday costs including
  
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• Hangar Seven founder Aldrich launches first client portal platform Agency247

  26-09-2017 16:05
  Nick Aldrich, one of the original founders of content creation agency Hangar Seven which was sold to The Hut Group earlier this year, is using the experience he has built up during 25 years in the industry to create and launch a new agency management system.
  Agency247 is a new cloud-based software platform that Aldrich says will revolutionise the way agencies manage and interact with their clients. The new platform has been designed to work alongside any existing agency management system and can
  
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• Marketing New Thinking Awards 2017: the full results

  26-09-2017 15:55 via campaignlive.co.uk
  Channel 4 has scooped the Grand Prix at the Marketing New Thinking Awards, held in partnership with Sky Media, for the second year running.
  
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• Velcro hopes original music video about its brand trademark sticks with consumers

  26-09-2017 15:34
  Brands are increasingly using music videos to communicate their ethos, the trend has evolved to the extent that Velcro has used it to protect the integrity of its registered trademark.
  Much like hoover, tannoy, post-it, sellotape, Rubix cube, the Velcro brand has become synonymous with the product but via the medium of song and dance, Velcro states that the general term for the invention is hoop and loop. In short, Velcro does not want what it perceives to be inferior hoop and loops to tarnish i
  
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• Stop lying to yourself and open up your mind to destigmatise mental health says Dave Birss

  26-09-2017 15:30
  Three years ago, Dave Birss, chief thinker of Right Thinking, and Gordon Young, co-founder and editor-in-chief of The Drum, came up with the concept for Do It Day. The dream was for people in the marketing industry, all over the world, to spend one day a year applying their skills to making the world a better place.
  This year, Birss is back to help the teams come up with great ideas to destigmaitse mental health. The Drum caught up with him to find out what attendees can expect at the Hack Day o
  
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• Deloitte claims ‘no disruption’ has occurred to ‘very few’ clients affected by cyber attack

  26-09-2017 15:27
  Deloitte, one of the world’s “big four” accountancy firms, has been hit by a cyber attack that reportedly went unnoticed for months and compromised the confidential data of a number of its blue-chip clients.
  The hack was first reported by the Guardian on Monday (25 September), which detailed how the attackers accessed data from the company’s email server.
  In a statement, Deloitte confirmed that its email platform was breached but that a review of that platform “is c
  
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• The Failure Awards for defunct branding | #7 DeLorean DMC-12

  26-09-2017 15:00
  In this weekly series, Andrew Eborn shines a light on the products and services, brand extensions and campaigns that failed to take off and have as a result earned entry into the Octopus TV Failure Awards and a place in The Museum of Failure. Last time we looked at the ill-fated Guinness Light. Today, we look at an icon of the 80s and star of Back To The Future, the DeLorean DMC-12.
  We all remember our first car. Mine was a Lotus Elite. The only reason it had a heated rear window was to kee
  
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• Does Uber licence row reveal we overestimate the power of brands in the service economy?

  26-09-2017 14:46 via campaignlive.co.uk
  While black cab drivers were celebrating the decision by Transport for London to strip Uber of its licence to operate in London, the response among some quarters of the public was rather different.
  
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• The brand safety fallout: Three in four marketers say brand reputation has taken a hit

  26-09-2017 14:31
  Marketers believe that the recent spate of brand safety issues, which resulted in brand ads appearing next to objectionable content, have a negative impact on consumers’ views of the brands affected.
  According to a study by the CMO Council and Dow Jones, 78% of the 300 senior marketers questioned believe that unintended associations with unsavoury content, images, topics, audiences or conversations will hurt their brand’s reputation, while 67% believe the adjacency could undermine br
  
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• Marketers will relearn to trust their intuition: Excerpts from a new book series on the rise of post-modern marketing

  26-09-2017 13:33
  Each month The Drum will be publishing a chapter from Paradox. Feeling Machines and the Rise of Post-Modern Marketing, an ebook exploring the story of marketing’s transformation – from pre-modern to modern to post-modern. In the first chapter: The Pre-Modern Era, we explore how early scientific investigations appear to align perfectly with the intuition of early marketers.
  Many senior marketers likely felt caught with their trousers down by the speed and ferocity with which
  
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• The power of social listening and the ‘little win’ that made my day

  26-09-2017 13:31
  When you manage a creative agency, you get a boost from things like securing a new client or winning an industry award, but every now and then you get a ‘little win’ that can mean just as much.
  That’s exactly what happened to us at Media Bounty last month when we were alerted to a tweet that made our day.
  In response to a tweet by the feminine sanitary hygiene brand Always on the revival of its celebrated #LikeAGirl campaign, this time with an iteration focusing of female self-
  
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• LL Bean sheds light on outdoor-only print ad in New York Times

  26-09-2017 13:24
  Outdoor apparel company LL Bean has ran an enticing print campaign with a manifesto that is only fully revealed in sunlight, the work ran as a full page ad in the New York Times last week.
  Echoing the brand’s efforts to get its customers venturing out into the great outdoors and its new ‘Be an Outsider’ tagline, Portland’s VIA agency developed the copy for the ad using specialised photochromic ink, reports AdWeek.
  When read indoors, away from UV exposure, the copy reads &
  
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• Plans for a socialist Uber and Just Eat revealed by Labour

  26-09-2017 13:07 via campaignlive.co.uk
  A Labour government would back tech innovations that were owned by the people who worked for them.
  
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• Plans for a socialist Uber and Deliveroo revealed by Labour

  26-09-2017 13:07 via campaignlive.co.uk
  A Labour government would back tech innovations that were owned by the people who worked for them.
  
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• Tech rules supreme as Apple, Google and Microsoft top Interbrand's 100 valuable brands

  26-09-2017 13:03
  The world's leading tech companies have unsurpisingly been found to be the top valued brands, according to research shared by Interbrand. However, there have been some interesting movers in the top 100 list.
  The report collates financial performance, customer influence and the strength of brands when calculating its scores. The top ten was largely dominated by tech companies, it reads in the following order; Apple, Google, Microsoft, Coca-Cola, Amazon, Samsung, Toyota, Facebook, Merced
  
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• Vox Pop: are influencers too successful for scandal to damage their business?

  26-09-2017 13:00
  Vlogger PewDiePie’s most recent misconduct has hit the headlines after he used a racial profanity, yet an apology video seems to have been enough to satisfy his fanbase. 
  It appears that his subscribers' loyalty results in their defense of his actions. They watch his life on YouTube and follow his interests on social media, so does this mean they have a more entitlement to judge his sincerity than the people reading the scandal in the news?
  The Drum Network asked its members the
  
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• Turkey of the week: McConaughey fails to impress in macho Wild Turkey ad

  26-09-2017 12:45 via campaignlive.co.uk
  Brittaney Kiefer thinks Wild Turkey hasn't got its money's worth from last year's multimillion-dollar deal signing Matthew McConaughey as the brand's creative director.
  
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• Playbuzz raises $35m to take branded content business global

  26-09-2017 12:39 via campaignlive.co.uk
  Playbuzz has successfully raised an additional $35m (£26m) in funding that includes existing investory, The Walt Disney Company.
  
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• Twitter India partners with ad network Httpool to maximize ad revenue

  26-09-2017 12:37
  Twitter expands its global partnership with cross channel advertising network Httpool in India as its ad sales partner to maximize ad revenue. 
  Indian brands and advertising agencies can work with the Httpool's team to leverage Twitter Ad solutions to amplify their marketing objectives. Httpool India will collaborate with Httpool’s global offices and centers of excellence to aid Twitter's existing and new clients.
  Chandan Deep, head of reseller partnerships, APAC Twitter said:&nb
  
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• The Guardian targets SMEs with launch of new ad tool

  26-09-2017 11:53 via campaignlive.co.uk
  The Guardian is targeting small and medium sized businesses with the launch of Ad Manager, a self-service ad tool that allows them to submit targeted ads to run on its site.
  
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• Blade Runner sequel sparks reimagination of other Philip K Dick novels

  26-09-2017 11:51
  The Folio Society, publisher of Philip K Dick’s acclaimed sci-fi novels, is seeking to capitalise in a resurgence of interest brought about by a forthcoming Blade Runner sequel and Channel 4’s small screen adaptation of several short stories by commissioning fresh artwork.
  The campaign will see the publisher collaborate with content agency Brawl to create fresh visual interpretations for some of the author’s most famous works; including Do Androids Dream of Electric Sheep? and
  
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• The rules of copywriting. And why they suck

  26-09-2017 11:30
  Once I wanted to be a rock star.
  At the time that did not mean someone who wrote blog posts.
  Instead I played lead guitar in a band. My playing was OK. The band was better.
  But ultimately, or in fact in very short order, my dreams of filling arenas and driving white Rollers into hotel swimming pools turned to ashes and I became a marketeer.
  Now, maybe it’s the thwarted rocker in me, but I hate rules.
  No. Start again.
  I love knowing the rules for a particular activity. I just hate being tol
  
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• Lost in translation: Gaining clarity around adtech transparency

  26-09-2017 11:30
  Right now, ‘transparency’ is the predictive text after adtech.
  It is the latest and likely the most enduring concern to hit the advertising industry in recent times. Adtech players have been scrambling to take the lead in defining to their benefit what transparency should mean in programmatic advertising.
  In recent months a number of header bidding partners have flooded the marketplace -  threatening conventional auction dynamics, launching products that promise choice and fairn
  
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• Guinness seems to have taken a leaf out of Vice's book

  26-09-2017 11:22 via campaignlive.co.uk
  Social video experts at Unruly review Guinness's latest ad "The Compton cowboys", created by Abbott Mead Vickers BBDO.
  
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• Nike and Hyundai back NFL national anthem protests as Trump row rumbles on

  26-09-2017 11:14
  Sportswear brand Nike and automaker Hyundai have lent support to athletes protesting during the US national anthem.
  The stance has put the brands at loggerheads with US president Donald Trump, who has spoken out against the decision by some NFL players to kneel during pre-match renditions of the national anthem.
  In a statement Nike affirmed it "supports athletes and their right to freedom of expression on issues that are of great importance to our society" while Hyundai took the opportunity
  
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• NBA ranked most powerful sports organisation in China

  26-09-2017 11:12
  The NBA is the most powerful sports organisation in China, according to a new report which analyses the online performance and influence of the sports teams and players.
  The NBA Red Card is the first of its kind to analyse the online influence of the basketball organisation, revealing how it is driving the sport's growth across China through its large influence over the team’s marketing strategies.
  The NBA’s global marketing monopoly, which allows a team to market itself individually
  
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• 61% of marketers believe AI will result in a loss of jobs

  26-09-2017 11:00
  According to a recent study conducted by The Drum, a vast majority of marketers believe that the integration of AI will result in a loss of jobs.
  The boundaries between humans and machines is increasingly becoming blurry. Marketers are already contemplating how artificially intelligent machines will help them create smarter campaigns and personalise marketing messages in real-time.
  The survey, in partnership with social media analytics platform Sysomos, asked over 200 marketers their o
  
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• Marketers – jump off the brandwagon and tell your truth

  26-09-2017 10:55
  Robert McKee, famously portrayed by Brian Cox in Spike Jonze’s Adaptation, is my screenwriting hero – not least of which because he’s the author of Story, arguably the most comprehensive and respected explanation on the craft of creating timeless tales that resonate with the human condition. He’s also the only person whose book I’ve ever asked to be signed. On the opening page, above his signature, McKee wrote three simple words that underscore his whole philos
  
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• Godiva creates sensory chocolate banquet

  26-09-2017 10:50 via campaignlive.co.uk
  Godiva, the luxury chocolatier owned by Pladis, is holding sensory chocolate banquets to mark the launch of its masterpieces collection in Sainsbury's.
  
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• China tightens the screw on WhatsApp ahead of Communist Party leadership gathering

  26-09-2017 10:40
  China has taken action to block and otherwise disrupt access to Facebook-owned messaging service WhatsApp, part of a five-year cycle of punitive restrictions associated with the gathering of Communist Party officials - due to take place next month.
  Chinese users have suffered from a partial unavailability of services since the clampdown which has seen the app blocked completely for periods, forcing users to resort to Virtual Private Networks (VPNs) in order to communicate for much of the past we
  
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• What the Premier League can teach brands about social media engagement

  26-09-2017 10:30
  Recently at dmexco 2017, Facebook’s Sheryl Sandberg called digital community building and engagement must-focus activities for brands. But you don’t need to look to Silicon Valley for some of the best examples of social media community-building – indeed, look no further than the Premier League.
  Brands take note
  If there is one sub-culture that social media seems tailor-made for it is club football and its horde of fans.
  Football fans have always been among the most tightly-knit
  
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• Quarter of global marketers report digital ads appearing next to extremist content

  26-09-2017 10:28 via campaignlive.co.uk
  A quarter of the world's marketers have reported specific examples of where their digital advertising appeared alongside offensive and compromising content.
  
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