Marketing news

• Jonathan Mildenhall steps down from Airbnb CMO role

  04-10-2017 22:59
  Airbnb chief marketer Jonathan Mildenhall has reportedly stepped down from his role at the company. Mildenhall, according to a public Facebook post, will be departing to start his own marketing consulting firm with an eye to remedying pervasive issues in marketing.
  “I am 50 and I probably have one last chapter of my career left, and I feel I could make a bigger contribution to the marketing industry,” Mildenhall told The Wall Street Journal.
  The new firm, called 21st Century Bra
  
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• Airbnb CMO Jonathan Mildenhall departs

  04-10-2017 21:32 via campaignlive.com
  Mildenhall will continue to work with Airbnb on a consulting basis.
  
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• Google poses a serious threat to Apple, Amazon, Microsoft and Snapchat with launch of nine new products

  04-10-2017 21:31 via campaignlive.co.uk
  Google has just launched two new Google Home products, two smartphones, smart earphones, a smart pen, a laptop, a new AR device and a camera, all with AI baked in.
  
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• US Creative Work of the Week: Southwest Airlines tells the stories behind the people in the seats

  04-10-2017 20:05
  You might think of your row mate as someone just taking up space on the airplane. You might even find them an annoyance. But air carrier Southwest Airlines has a new campaign that shows more than just a traveler. 
  The campaign, ‘Behind Every Seat is a Story, Behind Every Story is the Reason for Transfarency’ tells the real stories behind the airline’s passengers, inspired by the reasons why customers fly the airline and their individual stories. 
  The spots,
  
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• 'Remind people that they matter': Beyond the Brief with Bradley Kay, SS+K

  04-10-2017 18:36
  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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• Festival of Marketing day 1: Unilever on chatbots and micro-targeting at Sainsbury’s

  04-10-2017 18:30
  Unilever on making chatbots ‘less boring’
  Like many brands, Unilever realised the value of chatbots – but also recognised that many can be tedious to use and are “super transactional”.
  For its Signal toothpaste brand, Unilever decided to switch things up by building a bot on Facebook’s Messenger platform that aimed to get people physically involved while also looking to do good by encouraging parents to brush their children’s teeth at night.
  “When
  
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• Festival of Marketing day 1: Unilever on chat bots and micro-targeting at Sainsbury’s

  04-10-2017 18:30
  Unilever on making chat bots ‘less boring’
  Like many brands, Unilever realised the value of chat bots – but also recognised that many can be tedious to use and are “super transactional”.
  For its Signal toothpaste brand, Unilever decided to switch things up by building a bot on Facebook’s Messenger platform that aimed to get people physically involved while also looking to do good by encouraging parents to brush their children’s teeth at night.
  “Whe
  
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• Hope for Children launches first ever match funding appeal in partnership with UK Government and Lab

  04-10-2017 18:03
  Hope for Children, an international charity that believes every child has the right to a happy, healthy and positive childhood, has turned to London agency Lab to create a modern, responsive website and help promote its new Head Held High appeal.
  Since being founded in 1994, Hope for Children has improved children’s access to education and health care, while empowering their families to support themselves by developing their confidence and self-esteem and, most importantly,
  
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• The CMO must ‘be happy asking the dumb questions’

  04-10-2017 17:51
  The skills and attributes required of a chief marketing officer are many and varied, with a plethora of possible career routes, but among the unifiying characteristics are a breadth of experience coupled with adaptability and a willingness to experiment with new concepts, according to senior marketers speaking at the Festival of Marketing today (4 October).
  “You have to be happy asking the dumb questions,” said Philip Almond, director of marketing and audiences at the BBC, speaking
  
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• Has the data revolution realised its potential?

  04-10-2017 17:49
  Data powers the brand, but inefficient data management is a huge frustration for modern marketers. At a recent Marketing Week roundtable event sponsored by Experian, entitled ‘Is the way we use data in digital marketing past its sell-by date?’, there was passionate debate on how to scale up the use of data to improve customer relationships in a responsible way.
  Brands know they must achieve a healthy value exchange and encourage people to share their personal information, but there
  
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• How Everton could catapult into mobile gaming with its Rovio Angry Birds partnership

  04-10-2017 17:44
  Last month Premier League football club Everton secured mobile gaming company Rovio as its sleeve partner, cracking open a multitude of unique marketing opportunities in stadium and in the smartphone space for both companies.
  Since launching in 2009, Angry Birds developer Rovio has grown to become one of the world’s most substantial players in the lucrative mobile gaming space, and as such the company is now valued at $1bn. Meanwhile Everton, a seasoned Premier League club, 
  
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• On National Vodka Day, RTO+P says it will continue working with Reyka Vodka spokesperson Frikki

  04-10-2017 17:41
  Today (Oct. 4) is National Vodka Day, and to celebrate the spirit, The Drum reviews how Icelandic distiller Reyka Vodka has been spinning its quirky campaign featuring its bearded star, Frikki, and how he will continue to represent the brand.
  Back in May, the brand rolled out a campaign specifically for the Portland, Oregon market, making its television debut. Created by Philadelphia-based agency Red Tettemer O’Connell + Partners (RTO+P), the campaign featured Fridrik Ingvar Ingimundarson,
  
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• Sobral leaves R/GA London

  04-10-2017 17:35 via campaignlive.co.uk
  Rodrigo Sobral, the vice-president and executive creative director of R/GA London, has left the agency.
  
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• Lidl: Programmatic is new, shiny and overvalued

  04-10-2017 17:27
  Lidl has experienced a rapid ascent over the last five years, with it recently overtaking Waitrose to become the UK’s seventh biggest supermarket.
  At the same time, its marketing spend has soared. In 2013, the German discounter invested just £28m in advertising. Yet, even though there are still three months of the year to go, Lidl has already spent £75m in 2017. This growing investment has allowed it to grow its brand perception around quality making the middle classes reconsid
  
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• Reed & Mackay choose Chapter to take on the world

  04-10-2017 17:24
  Travel management company Reed & Mackay have enlisted the help of Chapter to reinforce its position as a global brand.
  Already an established UK player, Reed & Mackay is now boosting its presence overseas and cementing its reputation as an international business. To support the brand's ambitions, Chapter were invited to rethink everything – from defining a new brand strategy to a whole new look and feel. Chapter was then tasked with an extensive roll-out across all communicati
  
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• Robinsons Brewery invites Return for an Old Tom

  04-10-2017 17:15
  Stockport brewery Robinsons – established in 1838 and one of the leading independent brewers and pub operators in the North West – have chosen Manchester-based agency Return as digital marketing partner to raise awareness of their historic range of Old Tom ales.
  Return will be responsible for creating assets to drive audience recognition of Old Tom, as well as for promotion of the range across paid channels.
  Daniella Messer, communications manager at Robinsons, feels the partnership
  
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• Why brand 'trust' is no longer a clear-cut issue

  04-10-2017 16:42
  We’ve been talking a lot about trust recently.
  A couple of weeks ago, we hosted the writer and speaker Rachel Botsman, who treated a small group of Zone friends to a preview of her new book 'Who Can You Trust?'
  The book argues that technology is driving a fundamental shift in the nature of trust. The era of institutional trust is coming to an end – we simply don’t trust governments, brands, banks, companies or charities the way that we used to.
  But trust, Rachel suggests, is li
  
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• Audi's 'Clowns' is delightful fantasia

  04-10-2017 16:13 via campaignlive.co.uk
  Social video expert Unruly reviews the latest viral by Audi.
  
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• Google boosts native language Bengali with content monetization

  04-10-2017 15:42
  Google India announced content monetization support for attracting advertisers to Bengali (Indian regional language) content creators for both Google AdWords and Google AdSense.
  According to a report by Ethnologue, Bengali is the sixth most spoken language. Advertisers can also reach a large audience globally and target them with Bengali language search and display ads.
  To start monetizing their Bengali content websites, the users will first have to check AdSense program policies to ma
  
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• Generation Z: How brands can target this elusive group

  04-10-2017 15:26
  Generation Z – the emerging digital natives – are a challenging set of consumers to understand. Even more difficult is sorting through the lazy stereotypes to figure out the truth behind them. So how can brands better understand their behaviours to target them in the most relevant way?
  The Drum has teamed up with brand intelligence consumer insight platform, Attest, to host a webinar on what Gen Z expect from brands, and how brands can better understand their unique attributes to con
  
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• US Creative Works: Featuring JWT New York, O'Keefe & Reinhard & Paul, Laughlin Constable and more

  04-10-2017 14:45
  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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• BBC launches design-focused platform to capitalise on growing interest in premium content

  04-10-2017 14:22
  The BBC has launched its first luxury platform on BBC.com. Titled BBC Designed, the self-styled “super section” of the website has been created in response to growing audience and commercial interest around premium content.
  In non BBC-licence fee paying regions like the US and APAC, advertisers will be able to run sponsored takeovers around editorial. The fresh platform will showcase global design projects, with a focus on innovation and exploring the cultural impact d
  
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• Alan Sugar says Twitter has made him ‘more powerful’ than newspapers

  04-10-2017 14:15
  Alan Sugar believes he has become “more powerful” than newspapers since joining Twitter, which gives him a platform to call out "garbage" printed by the press – part of an ongoing trend among high profile business leaders to sidestep traditional media in favour of direct interactions with the public.
  In an interview with Twitter, Sugar said the platform "delivers the news sometimes quicker than the conventional news", since you get "breaking news immediately on there from
  
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• Campaign Diary: lame ducks, dead deer and IPA grandees

  04-10-2017 13:47 via campaignlive.co.uk
  Theresa May makes time for socks, Andy Nairn finds horror with a fox, and 40 years of IPA presidents take memory lane walks.
  
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• AKQA London stalls on replacing departing ECD Wayne Deakin

  04-10-2017 13:42
  AKQA London is down an executive creative director in Wayne Deakin, who is resigning from the agency, but it has no plans to replace him in the short term.
  The agency told The Drum that Duan Evans, international executive creative director, would continue to lead the London studio with the help of executive creative director Masaya Nakade.
  Managing director Sam Kelly said: “We'd like to thank Wayne for his dedication and commitment during his time at AKQA. I’ve personally e
  
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• Dropbox rebrands and preaches to creatives in bold ad campaign

  04-10-2017 13:12
  Cloud storage company Dropbox has launched an all-encompassing rebrand that injects colour and life into the company, marking 10 years of operation.
  Accompanying the biggest rebrand in the company’s history is a global ad campaign that touches down first in the UK, USA and Australia.
  The surreal minute-long ad tells artists, ‘the world needs your creative energy’, all as an effort to position itself as the digital workspace of these creators.
  Video of Dropbox: The world needs y
  
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• Vodafone rebrands globally to champion 'Future Optimism'

  04-10-2017 13:08 via campaignlive.co.uk
  Vodafone has rebranded itself with a new logo, strapline and campaign to be pushed out to all 36 countries in which it operates.
  
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• Stephen Fry: ‘If we sleepwalk into AI we’re in great danger’

  04-10-2017 13:00
  Artificial intelligence (AI) is both the biggest opportunity and the biggest challenge to face society since the industrial revolution, according to Stephen Fry.Opening the Festival of Marketing today (4 October), the author and TV personality urged society to wake up to the potential of AI before it’s too late.“AI is the great tsunami facing us all that we seem to be so unprepared for. We sleepwalked into the internet age and virtually woke up [when it had already] happened,”
  
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• EU demands back tax from Amazon and requests Ireland put pressure on Apple

  04-10-2017 12:43
  The EU is cracking down on companies utilizing tax loopholes to lessen their financial burden, and it is starting with arguably the most prominent companies it could, Apple and Amazon.
  The European Union is coming after Amazon that has, in its eyes, made use of an illegal tax deal in Luxemburg. Since 2003, when it set up its subsidiary in the country, the EU claims that Amazon has received illegal state aid. As such, Amazon is in the red for a quarter of a billion euros for the period.
  Margrethe
  
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• JCDecaux: 'we must ensure outdoor doesn't fall into pitfalls of digital media'

  04-10-2017 12:40 via campaignlive.co.uk
  JCDecaux is launching a new brand charter, BranDO, which is to set a gold standard of best practice across the digital out-of-home industry.
  
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• Watch: agencies open doors to 1,500 people for Advertising Unlocked

  04-10-2017 12:33 via campaignlive.co.uk
  Powered by the IPA, the nationwide one-day initiative saw over 70 agencies across the UK invite a host of different people to come and experience life in an ad agency.
  
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• Why do airline brands have all the data but none of the delivery?

  04-10-2017 12:15
  This week’s grounding of Monarch Airlines, a victim of multiple factors, not all of which were under its control, has shown that the airline industry remains highly volatile.
  Market conditions, global security, eco-concerns and other challenges continue to confound travel businesses. In the face of so many factors they can’t easily influence, travel brands need to make sure they’re delivering the best possible experiences in the areas they can control.
  In travel, as in most com
  
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• Brand Catalonia cries freedom and the world is ready to listen

  04-10-2017 12:07
  Catalexit, or the Catalan Spring, is firmly on everyone’s mind after Sunday’s bloody scenes. 
  The ‘illegal’ independence referendum has rocketed Brand Catalonia’s positioning as a freedom from oppression disruption brand into the stratosphere, hot on the anti-establishment heels of president Trump and UK Labour leader Jeremy Corbyn (almost). 
  This was the third referendum since 2009. In 2011, we were left with pretty much a 0-0 draw. This one left no room
  
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• The source is everything: how marketers can distinguish between good and bad location data

  04-10-2017 12:00
  According to research by Forrester and Verve, a quarter of marketers said there is not enough clarity on the sources of collected location data. In the third episode of Everything You Need to Know (EYNTK) about location-based advertising, Verve’s general manager international, Ian James explains the best way to derive location data.
  With brand safety at the forefront of marketer’s minds, deriving high quality data from accurate sources has become paramount for marketers – to be
  
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• Iotec study finds 41% of marketers remain intimidated by mobile programmatic

  04-10-2017 11:54
  Media buying platform Iotec has revealed findings from its latest research into the burgeoning field of mobile programmatic advertising, including the startling conclusion that 41% of marketers remain intimidated by the technology.
  Contained in its Mobile Transparency Report the findings dovetail with eMarketer research showing that mobile media will surpass TV activity as early as 2019, making mobile an ever more crucial lynchpin of any advertiser’s armory.
  As recently as 2016 mobile adve
  
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• People on the move featuring M&C Saatchi LA, Zambezi, House of Fraser and more

  04-10-2017 11:45
  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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  UM
  Chris Skinner has been appointed as the first EMEA president for UM. 
  In the role, Skinner hopes to provide brand leadership to the region while also driving growth and developing key strategic talent and client relationships. 
  Visualsoft
  Neil Innes has bee
  
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• Jaguar launches its E-Pace model with the help of Foxtrot Papa

  04-10-2017 11:44
  It’s rare that one studio gets the chance to set the style and tone of voice for every asset across an entire launch campaign. But that’s exactly what happened when Foxtrot Papa first met Jaguar to discuss the new E-Pace model. 
  The agency created a bold, colourful and contemporary look utilising a strong red, white and blue colour palette as a nod to Jaguar’s British heritage and one that places the car, and the content, confidently at the centre of an impactful &lsq
  
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• Wilko appoints Spinning Clock to spook this Halloween

  04-10-2017 11:32
  Wilko have appointed Spinning Clock to enhance their Autumn Halloween campaign with the production of five videos.
  The videos advertise a range of costumes and decorations which will be launched in Wilko stores this month. Spinning Clock produced the videos with the help of Katie Wright School of Dance, who provided casting and choreography for all the videos.
  Video of Wilko - Have a Scream this Halloween 
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  Tim Bassford, creative director at Spinning Clock commented on how the age
  
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• Google ups publisher offer by revealing visitors’ aggregated search history

  04-10-2017 11:30
  Google is to share the aggregated search history of its visitors to their websites, improving consumer insights in the process.
  The Insight Engine Project will grant publishers access to the age, gender, relevant search history and shopping history in order to paint a clearer picture of what they are likely to purchase, enabling more accurate targeting of relevant ads via Google’s programmatic exchange.
  Jonathan Bellack, director of product management at Google, remarked: “It is virt
  
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• Breast Cancer Foundation NZ turns survivors into renaissance Madonnas

  04-10-2017 11:29
  Kiwi breast cancer survivors are being immortalised by Breast Cancer Foundation NZ as classy renaissance-style photographs, marking Breast Cancer Awareness Month.
  Colenso BBDO has worked up a resplendent campaign, 'The Survivor's Collection', to champion three survivors, Shona, Kelly and Annette in addition to survivors and the cutting-edge medicine that sent the illness packing.
  LLB Online reports that the models were snapped by photographer Steven Boniface and the work is to be
  
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• Movers and shakers: Publicis, ITV, House of Fraser, Unruly and more

  04-10-2017 11:17 via campaignlive.co.uk
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• AKQA London creative chief Deakin departs

  04-10-2017 10:56 via campaignlive.co.uk
  Wayne Deakin, executive creative director of AKQA London, has resigned after less than two years in the role.
  
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• JCDecaux launches DOOH brand charter as UK market reaches 50% digital

  04-10-2017 10:47 via campaignlive.co.uk
  JCDecaux has launched a digital out-of-home brand charter to ensure trust and accountability in outdoor advertising as the UK market reaches a "tipping point".
  
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• Oath’s CMO on how it plans to avoid a ‘dysfunctional marriage’ post-merger

  04-10-2017 10:45
  Over the last few years, there’s been no shortage of high-profile M&A deals. However, few have captured the public imagination like Oath.
  Back in July, Verizon completed its $4.48bn acquisition of Yahoo’s operating business and combined the assets with its AOL arm to form Oath. Subsequently, several critics mocked it as one of the worst rebrandings in corporate history.
  But despite this criticism, the Oath machine has pushed forward after last month launching its first b2b market
  
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• American Airlines targets commuters with sports lounge in Canary Wharf

  04-10-2017 10:35 via campaignlive.co.uk
  American Airlines is inviting Londoners to try out its transatlantic sports lounge with a pop-up that also teaches them about American football.
  
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• Worried about bots, trickery and fake ads? Then you’re doing it wrong

  04-10-2017 10:32
  Programmatic advertising, and by association, the ad tech industry, has been assailed of late by controversy and confusion on the back of ads showing up on websites with negative, polarizing content such as terrorist sites.
  Such incidents harm brand image, credibility and reputation, resulting in marketers becoming wary of programmatic and real-time bidding (RTB). Many industries – financial services being a stand-out example – have been through similar periods of controversy but tim
  
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• Dating app Bumble launches professional spin-off

  04-10-2017 10:25
  Bumble, a dating service in which females make the first move, is introducing a spin-off variant enabling members to forge professional connections ala LinkedIn.
  Bumble Bizz emulates the same Tinder-esque swiping action of its progenitor, enabling women to forge ahead with bolstering their business contacts by building their own contacts list.
  Launching the new tool Bumble announced: “By empowering women to make the first move in Bumble Bizz, we expect to see the same positive behavior and
  
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• Ad of the Day: Melbourne prepares for 2018 Commonwealth Games with heated seats and panels

  04-10-2017 09:58
  In an attempt to generate more publicity in the lead up to the 2018 Commonwealth Games in Melbourne, the Gold Coast 2018 Commonwealth Games Corporation has launched custom designed hot seats in stadiums for sports fans and heated panels for commuters who take the tram in the city.
  Fans of Australian rules football have been enjoying custom designed portable and heated seating that gives them the feeling of watching sport on the Gold Coast. Meanwhile, commuters on the way to games can w
  
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• Snapchat collaborates with Jeff Koons to populate the globe with giant AR sculptures

  04-10-2017 09:51
  Snapchat is seeking to build its presence in augmented reality by partnering with artist Jeff Koons in order to allow app owners to see familiar places in a new light.
  From today Snapchat users will be able to explore the artist’s work at select locations with a balloon dog virtually inflated in London’s Hyde Park and a giant Popeye figurine on the steps to Sydney’s Opera House.
  A full location list is available to view on a custom microsite with the app itself pinpointing the
  
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• Dropbox launches global 'creative energy' campaign to push rebrand

  04-10-2017 09:51 via campaignlive.co.uk
  Dropbox has redesigned its logo and introduced a colourful new look to underscore its new global brand campaign focusing on creative energy.
  
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