Marketing news

• PopSugar's co-founder, Lisa Sugar, shares what makes a great story

  12-10-2017 23:25
  What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
  Lisa Sugar, co-founder of PopSugar, is not short on enthusiasm or positivity. In taking what was then a life in media that was unfulfilling, she decided to take it upon herself to create the change she needed. 
  From that passion came a global media sensat
  
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• Brands saving the world gets in the way of our day jobs

  12-10-2017 22:34
  The Drum believes that ‘marketing can change the world.' It recently challenged creatives to change the world by destigmatizing mental health (in a day). Prior to this, The Drum indulged the idea of universal salvation through marketing by showing off other examples of world-saving marketing – usually linked to charities and non-profits. Richard Curtis, of Love Actually infamy, even added his approval.
  Much of this is laudable, and it would take a huge cynic to doubt t
  
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• Twitter explains why it temporarily banned Harvey Weinstein accuser Rose McGowan

  12-10-2017 19:23
  Social network Twitter has been trudging through a more volatile PR situation than usual after it temporarily banned the account of Rose McGowan, an actor-come-activist who has been looking to catalyse victims of sexual assault and harassment to speak out against their abusers following the Harvey Weinstein abuse scandal.
  Solid allegations of sexual harassment against the producer were first published by the New York Times last week. Since then, more cases have cropped up. Charmed acto
  
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• People named Maria urged to support Hurricane Maria relief in Puerto Rico in clever fundraising initiative

  12-10-2017 19:22
  In one of the most destructive hurricane seasons ever, assistance in the aftermath of a hurricane has been difficult to come by, especially for those areas of the Caribbean that were devastated.
  After Maria ripped through the island, the people of Puerto Rico are still struggling, trying to get aid and financial support through any channel possible.
  A new effort asks people who share a name with the hurricane that wiped out power, water, homes and everything in its path on Puerto Rico to help ra
  
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• Advertising trade bodies unite for ad-supported internet improvements

  12-10-2017 18:43
  In a move designed to improve the experience of an ad-supported internet, the heads of the American Association of Advertising Agencies (4A’s), Association for National Advertisers (ANA) and the Interactive Advertising Bureau (IAB) have come together to ask the Coalition for Better Ads (CBA) to adopt a system that would stem the tide of poor ad formats.
  In a letter sent to CBA — the unified leaders, that combined represent 2,400 brands, agencies, publishers, and technology
  
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• The agency behind Burger King's IT Ronald McDonald ambush reveals how to grill a rival

  12-10-2017 18:09
  McDonald's long-endured mascot Ronald McDonald was grilled last week by rival Burger King in an IT movie marketing stunt. 
  During the end credits of a premiere of Stephen King's horror movie IT in Germany, a stealthily placed projectionist emblazoned the screen with the following message, 'The Moral is: Never Trust a Clown… Burger King'.
  The reaction of viewers was recorded and distributed by the producing agency offering an experiential and social video exposure that gained att
  
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• US Creative Work of the Week: Harley-Davidson finds ‘Common Ground’ in Canada

  12-10-2017 17:16
  Harley-Davidson fans came out in force this week to vote for a new docu-series and its artistic promotional posters. Our readers voted the work as the US Creative Work of the Week.
  The online docu-series and Discovery Channel special from Harley-Davidson is called Common Ground, which invites viewers to tag along on a journey across Canada with an international group of riders.
  Common Ground highlights their epic journey, celebrating 100 years of the historic Harley-Davidson brand in Canada
  
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• San Miguel's Rich List returns with tales of epic treehouses, urban beekeeping and origami architecture

  12-10-2017 16:22 via campaignlive.co.uk
  San Miguel is once again championing alternative definitions of wealth with its second annual "Rich list" supplement and campaign.
  
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• Retail veteran Matt Atkinson comes aboard Co-op as chief membership officer

  12-10-2017 16:19
  The Co-op has appointed Matt Atkinson as chief membership officer in a move that will see the industry veteran steer a substantial pillar of the company’s financial and social good model.
  The membership scheme gives participants 5% cash back on purchases in addition to delivering 1% of spend back into local communities, a position that is arguably the retailer’s defining trait in a saturated market of price-cutting rivals. It could serve as a weapon as the supermarket looks to m
  
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• Culture secretary says government needs to be 'careful' in defining Facebook and Google as publishers

  12-10-2017 16:00
  Culture secretary Karen Bradley has said the government needs to be "careful" when considering the legal classification of Facebook and Google amid calls for the internet giants to be regulated like publishers.
  On Tuesday (10 October) Patricia Hodgson, chairwoman of the media regulator Ofcom, said it was her personal view that social media companies were publishers rather than merely platforms.
  But Bradley warned that applying publisher legislation to internet companies could
  
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• Margaret Atwood wants brands to stop making her dystopian books come true

  12-10-2017 15:56 via campaignlive.co.uk
  The problem with science these days, author Margaret Atwood observed, is that it is mainly funded by corporations for financial gains.
  
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• Call intelligence has to improve to create a single customer view says Response Tap head

  12-10-2017 15:30
  Call intelligence has evolved over the past few years from just tracking calls, to being smarter about the data it collects but where the industry has stalled, is integration with other marketing platforms to achieve the, much sought after, single customer view.
  Nick Ashmore, head of marketing at Response Tap, believes that a focus on simply extracting valuable data, from multiple systems is needed.
  What are the key trends right now for call intelligence?
  We’re seeing the industry move awa
  
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• Rita Ora to write a song for Absolut about acceptance as part of brand’s latest campaign

  12-10-2017 15:22
  Singer Rita Ora is fronting an initiative for Absolut called The Open Mic Project that will see her create a song based off of fan stories about their experiences with inclusivity and acceptance.
  The vodka brand is encouraging fans to visit The Open Mic Project’s website to submit personal stories about moments when they felt accepted and loved for who they are. Ora will then look at their stories and “co-create” a song with fans that will be unveiled during the 60th Grammy Awa
  
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• Behind Topman's tear-infused water campaign stunt

  12-10-2017 15:17 via campaignlive.co.uk
  In support of World Mental Health Day, Havas London hosted a panel discussion with Love Island's Chris Hughes to discuss his latest campaign with Topman and men's charity, Calm.
  
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• Will Dove’s ‘Pepsi moment’ affect the brand in the long term?

  12-10-2017 15:00
  Amid a raging debate around a "racist" Facebook ad from Dove, data shows that consumer sentiment around the brand has been largely negative. But will the furore result in any long-term material impact?
  The ad, which showed a black woman turning into a white woman after using the brand’s body wash, has since been removed. Aside from a general statement and apology in which the Unilever-owned company conceded it had "missed the mark," Dove has otherwise rem
  
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• 'Anybody that says there’s programmatic TV is blowing smoke': Viacom's Julian Zilberbrand on programmatic content

  12-10-2017 15:00
  Julian Zilberbrand, executive vice president of audience science from Viacom Media, dissected what programmatic content really means and how it is affecting the TV industry as a whole.
  At a TV Data Deep Dive with Alphonso event, he explained that programmatic is a tool that allows you to operationalize certain functions of your trading, while allowing you to leverage data, but that it has not — and he believes — will not affect how TV operates.
  “It’s a fake,” h
  
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• Innovate UK partners with R/GA for second round of IoT Venture Studio

  12-10-2017 14:53 via campaignlive.co.uk
  R/GA has put out a call for entries for the second round of its Internet of Things Venture Studio UK programme in partnership with Innovate UK.
  
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• The Telegraph appoints OMD’s Aki Mandhar as chief operating officer amid senior shake-up

  12-10-2017 14:52
  The Telegraph has appointed Aki Mandhar as its chief operating officer, a role that has been vacant since June when Nick Hugh stepped up as chief executive.
  In the role Mandhar will take responsibility for commercial content, newspaper production and circulation, events and commercial operations. 
  She joins the publisher from OMD UK, where she was most recently managing director. It is not yet known who will be replacing Mandhar at OMD.
  Prior to this she was managing director
  
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• Creative Director’s Choice: Momentum NA’s Omid Farhang says ‘bullshit free’ campaign for Vital Farms builds trust

  12-10-2017 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, Momentum's chief creative officer, North America, Omid Farhang, calls out Preacher's 'Bullshit Free' campaign for Vital Farms as a
  
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• Jigsaw marketer: deliberately divisive immigration campaign is not ‘racial box ticking’

  12-10-2017 14:23
  Jigsaw’s top marketer held his breath as its ‘Heart Immigration’ manifesto launched this week to challenge the idea that anything (or anyone) is 100% British. Amid a sea of vapid creative coming from marketing departments at fellow fashion brands, Alex Kelly admits this work might lose it some customers but it’s a happy trade to show that the retailer stands for something.   
  At the core of the marketing push lies a manifesto which has been printed in national n
  
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• International round-up: Burger King trolls McDonald’s, Apple’s diversity chief speaks out

  12-10-2017 13:59
  Burger King trolls McDonald’s with cinema stuntStephen King’s cult classic ‘It’ returned to our cinema screens earlier this summer, in which a killer clown wreaks havoc by murdering innocent children and generally making people leave the venue terrified of clowns.
  Burger King was eager to capitalise on this cultural moment, and decided it could turn the film into its “longest ad ever”. The execution was simple – right before the end credits, it used two
  
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• Dior, Marmite, Coca-Cola: The top 10 YouTube ads in September

  12-10-2017 13:54
  1. Christian Dior – Miss Dior: The New Eau de ParfumIt turns out a lot of people enjoy watching actress Natalie Portman perform a variety of dramatic activities, like dangerously jumping off a pier into the sea wearing a flashy designer dress.
  The cinematic ad, which was filmed to promote Dior’s new ‘Miss Dior’ perfume, closely shadows the actress and asks viewers what they would do for love. I don’t know about you, but it certainly isn’t doing donuts while d
  
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• Coke global customer director: We've fallen into the trap of giving consumers a faster horse

  12-10-2017 13:52 via campaignlive.co.uk
  Brands must boldly embrace the potential of digital tech to reshape the way consumers buy products, Coca-Cola's global customer director has said - and they should adopt a global outlook to do so.
  
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• Giphy dials up the weirdness with surreal Stickers ads

  12-10-2017 13:35
  Gifs are in right now, and Giphy, one of the world's largest purveyors of snappy content, is utilising six second ads to capture the imagination of internet users. It is promoting its new Stickers product, an unholy conglomeration of emojis and Gifs, a eccentric comms feature that has already conquered Japanese and Chinese  instant messengers.
  Giphy and brand agency Dark Igloo have collaborated to promote the new Stickers product, bringing the company's philosophy o
  
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• Brands should be 'fearless' in sponsorship marketing

  12-10-2017 13:20 via campaignlive.co.uk
  Brands with smaller budgets need to be "fearless" when it comes to sponsorship marketing, Colin O'Toole, marketing manager for the Cadbury Premier League Partnership, has said.
  
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• 4 things that happen when brands and publishers form a true partnership

  12-10-2017 12:45
  Increasingly marketers are required to be technology experts and project managers as much as storytellers. As a marketer today, you are likely investing in a technology stack with the goal of better understanding and engaging with your prospects and customers – and that requires investment in terms of both budget and people.
  Gartner expects that this year, chief marketing officers will spend more than chief information officers on technology, not because IT budgets are shrinking, but becau
  
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• Glamour stalwart Jo Elvin steps down amid print slash

  12-10-2017 12:32
  Jo Elvin, who launched Glamour in the UK in 2001 and has been editing the magazine for 17 years, has decided to leave the magazine amid a decision from parent company Condé Nast to cut its print run to two issues a year and focus its attention online.
  The magazine publisher said Elvin made the decision to step down from her role "in light of the ongoing developments with the Glamour brand", which has seen it implement a ‘mobile-first, social-first’ strategy
  
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• Ad of the Day: Behind the scenes at Gillette's chaotic Justice League razor R&D centre

  12-10-2017 12:28
  As DC Comics' mightiest heroes assemble to combat a cosmic threat to Earth in the upcoming Justice League movie, Gillette’s R&D facility is hard-at-work developing advanced grooming gear suitable for the titans.
  A tongue-in-cheek ad campaign called ‘The Best a Super Hero Can Get’ saw Gillette team up with Warner Bros to develop razors suitable for each of the League’s characters across the men and women’s range.
  Additional to this activity, six themed gift
  
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• Goodstuff and DCM take top prizes at Media Week Awards

  12-10-2017 12:03 via campaignlive.co.uk
  Goodstuff Communications has won Media Agency of the Year and Digital Cinema Media won Sales Team of the Year at the 2017 Media Week Awards.
  
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• John Lewis customer experience chief: 'No silver bullet' to changing face of retail

  12-10-2017 11:45 via campaignlive.co.uk
  John Lewis's "experimental" approach to in-store experiences has gradually made it bolder, customer experience director Peter Cross told Campaign, as the retailer launched its fifth annual report on the UK's shopping habits.
  
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• Financial firms accused of squandering £130bn over failure to connect with female customers

  12-10-2017 11:43
  UK financial institutions are worse off to the tune of £130bn owing to their failure to connect with female customers, according to a new study compiled by Kantar.
  Winning over Women found that a failure to engage through advertising was compounded by a failure to communicate ‘trustworthiness’, ‘understanding’, ‘dependability’, and ‘accessibility’ to potential female customers – with advertising instead geared toward soliciting positive
  
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• Alibaba opens technology labs; to invest $15bn in research and development

  12-10-2017 11:42
  Alibaba Group unveiled its global research program “Alibaba DAMO Academy"  to increase technological collaboration worldwide.
  As part of the program, the Academy will work with University of California, Berkeley through its RISE Lab on areas such as secured real-time computing and other institutes to explore technology related advancements.
  The academies will open in China (Beijing and Hangzhou), the United States (San Mateo and Bellevue), Russia (Moscow), Israel (Tel Aviv) and S
  
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• Elvin departs as Glamour editor after 17 years

  12-10-2017 11:33 via campaignlive.co.uk
  Jo Elvin has stepped down as editor of Glamour after 17 years after publisher Condé Nast decided to cut back print circulation to two issues a year.
  
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• Heineken launches Blade, the 'Nespresso' for beer

  12-10-2017 11:24 via campaignlive.co.uk
  Heineken has set out to quell the nation's longing for draft beer in a barber's shop (or anywhere really) with the launch of Blade, a mini-draught beer machine.
  
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• Inside gambling's odd relationship with football

  12-10-2017 11:21
  Football has a gambling addiction. Gambling now accounts for over 40% of the income from perimeter sales in the Football League, and almost half of the shirt sponsorships in the Premier league, deals alone accounting for close to £50m invested per season.
  Moreover, the brand count across football totals to more than 50, which emanating from a single sector, is totally unprecedented. The dependency which football has developed for gambling’s money is certainly worthy of attention
  
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• Pick of the week: Warburtons bakes up a tasty comedic performance

  12-10-2017 11:16 via campaignlive.co.uk
  Gurjit Degun loves the latest Warburtons ad.
  
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• Honda and Scooter India's latest campaign urges people to appreciate each other

  12-10-2017 10:54
  Honda Motorcycle and Scooter India have rolled out its latest TV campaign ‘Kya Shine Hai' (What a Shine) which emphasizes on the importance of extending  appreciation. 
  The film is conceptualised by Dentsu One and begins with a father and son appreciating each other. Also, a newly married couple expressing love by husband gifting his wife rose and wife raising his collar to show her pride for him. A voice over in the background says: ‘Shine aisi jo dur tak jaye, aram se ris
  
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• Standard Chartered launches 360 binaural audio experience of Anfield to promote World Sight Day

  12-10-2017 10:51
  Standard Chartered, the main club sponsor for Liverpool FC, has today launched a unique audio recording of a match day at Anfield to promote World Sight Day, which falls on 12 October.
  The campaign, which was created by Octagon to to raise awareness for Seeing is Believing, the bank's global community initiative tackling avoidable blindness and was recorded using special microphones shaped like human ears.
  Octagon partnered with Milkmoney to capture sound that precisely mimics the way the h
  
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• Tourism Ireland begins hunt for lead creative and media agencies

  12-10-2017 10:44
  Tourism Ireland has begun a hunt for lead global creative and media agencies in partnership with market intelligence provider Creativebrief, with the successful agencies set to be appointed in May 2018.
  Publicis London and Carat/i-Prospect serve as incumbent agencies but the official tourism body is obliged to retender for its services every seven years, opening up the field for other firms to muscle in.
  The winning teams will assume responsibility for promoting the whole of Ireland as a global
  
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• Turkey of the week: Pizza Hut's nostalgic ad doesn't deliver

  12-10-2017 10:31 via campaignlive.co.uk
  Jeremy Lee is slightly depressed that Bungle and Zippy now flog pizzas for a living.
  
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• Sheryl Sandberg seeks to assuage US government concern over Russian propaganda Facebook fears

  12-10-2017 10:16
  Facebook’s chief operating officer Sheryl Sandberg has been dispatched to meet with US legislators in an effort to persuade officials that the social media company is actively tackling the issue of Russian-backed propaganda.
  Speaking after the closed-door session took place, House Republican Rep. Mike Conaway said that Sandberg had spoken of the need to ensure Americans ‘understand what the propaganda is that they may or may not be reading’.
  As part of a ramping up of its effor
  
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• Funan unveils new visual identity that showcases its 'passion clusters'

  12-10-2017 10:05
  Funan, formerly the Funan DigitaLife Mall, a specialist in consumer electronics, has commissioned a visual identity to capture the exciting variety of experiences on offer through the visualisation of Funan’s six ‘passion clusters’:  Fit, Play, Craft, Taste, Chic and Tech, when it reopens.
  The mall will feature an exciting mixed-use development with co-living, co-working and retail components; a theatre, cinema, gym and fitness facilities; and a space for local d
  
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• The Telegraph hires OMD UK's Aki Mandhar as new COO

  12-10-2017 09:56 via campaignlive.co.uk
  The Telegraph has appointed OMD UK's managing director Aki Mandhar as chief operating officer.
  
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• Creative Equals awards intern bursary to stem talent flow

  12-10-2017 09:51 via campaignlive.co.uk
  Creative Equals, in partnership with D&AD New Blood, has awarded its £5,000 intern bursary to young creatives Megan Egan and Mary Johnsen.
  
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• BuzzFeed bows to NYT lawyers over ‘all the news too lit for print’ tagline

  12-10-2017 09:32
  BuzzFeed has bowed down to lawyers representing the New York Times after questions were raised over the digital media platforms choice of tagline for its AM to DM Twitter live show.
  For that initiative BuzzFeed chose to use ‘All the news that’s too lit for print’ – uncannily similar to the NYT’s own choice of words, ‘All the news that’s fit to print’, which are emblazoned prominently on its masthead.
  The NYT phrase originated way back in 1896 after
  
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• LinkedIn pushes out video for sponsored content

  12-10-2017 09:29 via campaignlive.co.uk
  Less than two months after finally introducing native video, LinkedIn has introduced native video ads.
  
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• Google overhauls AdWords in India as it continues its local charm offensive

  12-10-2017 08:47
  Google India continues its efforts to appeal ad business in India by rolling out new features for AdWords.
  Among the new features are extensions that provide information such as links, phone numbers and call bid adjustments which gives advertisers control on how the call option appears in search ads.
  Google has also added landing pages that enable users to identify which URLs on their account are mobile-friendly, which ones drive the most sales, and which ones may require att
  
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• ‘This is not based on us being friends’: lessons in integration from MullenLowe and 101

  12-10-2017 08:30
  There’s deep history between the senior leadership at MullenLowe and that of its latest purchase, creative agency 101; but don’t expect self-congratulatory backslapping from this boys’ club. As the new team tells The Drum, the merger was never about recreating the good old days but forging a future as both struggled with creativity at scale.
  The IPG-owned group’s buyout of the London independent hit the tarmac last week when the teams merged in th
  
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• Havas Media Group UK and Ireland CEO Paul Frampton leaves the business

  12-10-2017 07:57
  Havas Media Group UK and Ireland chief executive Paul Frampton has left the company as Havas continues its Havas Village strategy and Frampton looks to new challenges.
  He was promoted to the role in February 2016, having run the media side of the UK business, and has long been a prominent and vocal figure in the industry, talking especially about diversity issues and brand safety. 
  In his most recent piece for The Drum, Frampton advised agencies on how to move ‘out of the teen years&r
  
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• Qatar Airways appoints 180 Kingsday as global creative agency

  12-10-2017 07:52 via campaignlive.co.uk
  Qatar Airways has appointed Amsterdam shop 180 Kingsday as its global creative agency following a competitive pitch.
  
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