Marketing news

• Abercrombie sheds preppy image in favor of outdoorsy one in retailer’s holiday ad

  23-10-2017 22:52
  Abercrombie & Fitch is harkening back to its outdoorsy roots in its holiday campaign in an attempt to shed its preppy, too-cool-for-school image.
  The once-popular retailer has faced declining sales in recent years in the face of competition from e-commerce sites and fast-fashion chains like Zara. In its latest campaign, Abercrombie is hoping to show its target demographic of 21-24-year-olds that the brand has moved past its sex appeal days and is ready to take on a more mature persona.
  Calle
  
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• Ogilvy PR UK CEO Marshall Manson announces 2018 Brunswick move

  23-10-2017 18:37
  Marshall Manson, Ogilvy PR UK chief executive, has announced he will make a move to Brunswick in spring of 2018.
  Until a replacement is found for departing Manson, Michael Frohlich, newly promoted EMEA chief executive, will also fulfill the UK chief executive role. 
  On the move to a global digital leadership position in Brunswick, Manson posted a statement on Twitter.
  Some big news in my world today: Moving on from Ogilvy to Brunswick. Full details... pic.twitter.com/EYmrCy0AWH
  — Mars
  
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• How VisitScotland is using Instagram to 'win the hearts and minds of Londoners'

  23-10-2017 18:37 via campaignlive.co.uk
  VisitScotland created an Instagram Travel Agency to bring together the online and offline experience of travelling.
  
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• Programmatic Paperplanes come knocking - how direct mail is embracing the challenge for change

  23-10-2017 18:30
  The use of programmatic media trading technologies began as a means of monetizing otherwise remnant display ad inventory on the web, but as the use of such technologies becomes mainstream online, progressive minds are now taking this revolution to more traditional media channels. The Drum’s Programmatic Punch conference will explore this being used in direct mail.
  It's clear that Daniel Dunn, founder of the programmatic direct mail agency Paperplanes, believes that everythin
  
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• Google and Rubicon Project ink deal to bolster PMP demand via DBM

  23-10-2017 18:30
  Google and Rubicon Project have penned a deal that will let advertisers access private marketplace (PMP) inventory available on the adtech outfit’s platform using DoubleClick Bid Manager (DBM).
  The deal was made possible after Google was the first major platform to integrate the new Rubicon Project Orders API, which now means advertisers can transact PMP deals without specifically having to log-in to the adtech outfit’s user interface (U/I). Instead, they can now access this inventor
  
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• MCM Comic Con acquired by ReedPop

  23-10-2017 18:16 via campaignlive.co.uk
  MCM Comic Con has been acquired by ReedPop, the US-based division of Reed Exhibitions.
  
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• Why the customer experience function should now be in control of the brand

  23-10-2017 17:28
  Traditionally, marketing has operated on the premise that brands are messages to be communicated and broadcast. Yet consumers experience a service and a business through every interaction they have with it, not just marketing communications.
  "Products are built in factories; brands are built in the mind," said Walter Landor, arguably the inventor of modern branding.
  However, customers are becoming (a) more cynical about the messages pumped out and (b) more demanding about the product or service.
  
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• SheSays to film experiment shining a light on the gender pay disparity in advertising

  23-10-2017 16:00
  Following recent headlines generated by media companies such as the BBC over the disparity in pay between male and female employees, SheSays has called on its UK-membership to help it shine a light on the issue within the advertising sector through an upcoming experiment.
  The membership body, which is set to host a full day’s event in November in London, has called on the industry, especially men, to join the experiment which will be directed by production company Frank & Lively, and b
  
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• McVitie's owner plans purpose-driven marketing in next chapter for brand

  23-10-2017 15:56 via campaignlive.co.uk
  McVitie's will evolve its advertising from the emotional resonance of its "Sweeet" campaign, to a messaging built around purpose, in a new campaign set to land next year, the top marketer of parent company Pladis has said.
  
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• CNN proves an apple is not a banana in fake news ad drive

  23-10-2017 15:41
  US news broadcaster CNN is throwing some marketing dollars behind its battle with fake news with a commitment to prove an apple is an apple in a campaign called Facts First.
  The work from ad agency Figliulo & Partners throws some shade at the sitting president, coinciding with a new brand positioning on Monday. It makes the simplistic pledge to brand an apple an apple when as it sees it. It even remarks that it will do so even when some parties chose to call an apple a banana.
  The voiceover
  
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• New-business reviews down by 3% but advertising appointments jump by 10.9%

  23-10-2017 15:28 via campaignlive.co.uk
  New business reviews are down by 3.3% in the first three-quarters of the year, AAR's New Business Review said.
  
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• Disrupt: Marketing is getting very personal

  23-10-2017 15:13
  The scene around the Soho Hotel, site of MOI Global’s Disrupt event, was like something from classic Hollywood. Beautiful people in their finery dashed from the hotel lobby and into sparkling new cars complete with drivers and doorman.
  Only as I get closer to the entrance is it apparent that the hustle and bustle is a product of the BFI Film Festival taking place in Leicester Square, just around the corner from the hotel.
  Let’s forget the luvvies, though. The real drama is unfolding
  
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• Was calling my agency Mr President a mistake? What five years in business have taught me

  23-10-2017 14:54
  Cast your mind back to September 2012, a lingering summer glowing with a real sense of optimism. The London Olympics and Paralympics had just drawn to a close amidst a flurry of patriotism and inclusivity. The nation was smiling as one. It felt like we were going somewhere, we had momentum.
  The economic woes of 2008 were behind us, Obama was being lined up for his second term in office, and Curiosity Rover had found water on Mars. The Universe was full of promise.
  Even my perennially underachiev
  
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• Oxfam's Halloween pop-up returns to Shoreditch

  23-10-2017 14:19 via campaignlive.co.uk
  Oxfam is setting up a Halloween pop-up store with one-off costume pieces once again at Boxpark.
  
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• ‘You need to have a reputation that’s bigger than your geography’: Independent Insights featuring Y&L’s Carolyn Hadlock

  23-10-2017 14:05
  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 Carolyn Hadlock, principal and executive creative director at Young & Laramore.
  Carolyn Hadlock is somewhat of an anomaly in the ad world. Unlike most creatives, who tend to zip from agency to agency every few years, she’s been with Indianapolis-based Young & Laramore (Y&L) for more than 20 years, clim
  
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• Manchester City FC become first English club to reach a million subscribers on YouTube

  23-10-2017 13:32
  Manchester City are continuing their successful run both on and off the pitch as they become the first English football club to hit the 1 million subscribers mark on YouTube.
  City player Yaya Touré featured in the club's video to mark the milestone. Over the past two years alone, City have doubled their subscriber numbers; adding almost 250,000 subscribers last year.
  Some of the most popular videos include the team doing the Harlem Shake which clocked up 9.2m views and
  
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• Etsy’s global VP of marketing Andre Rickerby joins Moonpig as CMO

  23-10-2017 13:30
  Moonpig has poached Etsy’s vice-president of global marketing, Andre Rickerby, to take on the role of of chief marketing officer.
  In his new position, he will lead all aspects of marketing with a particular emphasis on building out digital marketing and CRM capabilities.
  Rickerby arrives at Moonpig weeks after its brand refresh, in which it has dropped its cartoon pig from its brand identity, as well as the ‘.com’ from its name revealing a muted colour palette in the process.&n
  
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• Russell Parsons: If marketers really want to understand customers research cannot be seen as discretionary

  23-10-2017 13:24
  That marketing is the ‘voice of the customer’ is such a well-worn aphorism it’s almost to the point of cliché. This, however, doesn’t mean it shouldn’t be the ultimate objective for every marketer with ambition to be damn good at their job.
  It’s not enough to say it, nor is it enough to want it. To be it you have to, you know, go and find out what the hell it is your customers think, feel and desire.
  As good as some marketers are, they are not blessed w
  
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• If you work in PPC, you have two choices: learn how to automate or develop strategic skills

  23-10-2017 13:11
  Automation is going to replace the majority of the work humans currently do in PPC. There will still be plenty of jobs (if not more than there currently are), but the tasks within those jobs will be different. As automation becomes more sophisticated, affordable and adopted, the human element of PPC work will focus primarily on developing and managing automation technology, or providing strategy.
  So if you aren’t good at either of these, start getting good now.
  Automation’s impact on
  
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• 'Creatives are suspicious of rules' Steve Henry on what it takes to be a great creative

  23-10-2017 13:08
  What Does It Take To Be A Great Creative? - a thought that every professional entering a creative department will probably ask themselves at some stage in their careers as they aspire to move forward.  See what creative leaders had to say when posed the same question.
  For Steve Henry, co-founder of Decoded and creative chairman at Alternative Genius, it's a willingness to break the rules and stand ground.
  In his view, creative people have often experienced "som
  
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• The dangers of dogma: why marketing planners must be open to rethinking their strategy

  23-10-2017 13:06
  One of the best planning books I’ve read in recent years has been Paul Feldwick’s masterful Anatomy of Humbug. If you haven’t read it, then stop what you’re doing immediately and go and buy it.
  It’s a book that sets out an objective view on the different ways in which advertising works, from the early days of salesmanship theory – "the more you tell, the more you sell" – through to building mental availability, as made famous by Byron Sharp, and the
  
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• Pitch update: Honda, Ikea, Fiat Chrysler, Waitrose

  23-10-2017 12:52 via campaignlive.co.uk
  Keep up to date with the latest in agency new business with Campaign's Thursday round-up of pitch lists, reviews and wins.
  
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• The Bronx Zoo creates pop-up featuring wings, masks and headpieces

  23-10-2017 12:05 via campaignlive.co.uk
  The Bronx Zoo in New York City has created a pop-up boutique giving people the chance to experience a unicorn butterfly, flying gazelle or a bear with a raven on its head.
  
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• Initiative poaches Mindshare strategy chief Jed Hallam

  23-10-2017 11:53 via campaignlive.co.uk
  Initiative UK has appointed Mindshare head of strategy Jed Hallam as chief strategy officer as the media agency aims to put "culture at the centre of its thinking".
  
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• Can digital distribution save sport's slimming viewing figures?

  23-10-2017 11:51
  Sporting audiences are dying. Both literally and figuratively. But they’re not being replaced. The youth aren’t gravitating to the same passion points as the generation before.
  Recent downtrends of TV ratings for the NFL (down 7.5%) and EPL (down 18%), show traditional broadcast has lost its pole position with audiences. This mass decline in viewers has forced the NFL to throw a hail-mary pass to digital distribution, first giving TNF to Twitter and now tech giant Amazon (which is pa
  
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• Dot London hands cross-agency marketing brief to Havas UK

  23-10-2017 11:41
  Dot London, the official domain name for the URL dedicated to the UK's capital, has appointed Havas UK to help deliver marketing and promotional activities designed to increase awareness and encourage greater uptake of the domain.
  This work is already underway with Havas releasing a set of illustrations by SlimJim Studios which will form the centerpiece of a campaign spanning out-of-home, DOOH and digital, centred on a strong London Underground presence -with a TV and OOH campaign following in t
  
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• OK Google: how can you help innovate the shopper experience?

  23-10-2017 11:23
  You are watching Sense 8 on Netflix and hear a track in a nightclub scene you love. No idea what it is? Pause, scan back and pull out your Shazam enabled device.
  Awesome – it was Phantom Studies by Marcel Dettmann. Open in Spotify and play on my Sonos? Yes please, and while you are at it add it to my workout playlist and send that to my friends…
  OK, maybe I geeked out there too much for you. But this isn’t science fiction - this was last week. Could I have imagined that 5 year
  
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• Creative Work of the Week: Domino's Alexa skill promises you will never go hungry again

  23-10-2017 11:10
  This week Domino's has taken the Creative Work of the Week crown thanks to it's infomercial style ad.
  Taking inspiration from the famous JML videos, We Are Social created the ad to show the ease of ordering pizza using Amazon's Alexa in "just six words".
  The short highlights the ease of using Alexa with examples including a nan, an 'off-duty mime' and even the voiceover guy. 
  This is not the first time Domino's has taken advantage of technology, previously the brand created a one touch to b
  
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• UK ad viewability hits 18-month high as industry efforts yield fruit

  23-10-2017 11:06
  Two consecutive increases in ad viewability over the past two quarters have seen the well watched surge to an 18-month high, driven by the demand on publishers from agency groups to place a higher percentage of ad surface areas in view.
  The findings are contained in the latest quarterly update from ad verification specialists Meetrics which found that in the third quarter of 2017 the proportion of banner ads meeting minimum viewability guidelines nudged up to 52% from 51%, extending an increase
  
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• Creative Works EMEA featuring AMV BBDO, Mcgarrybowen, Shape History and more

  23-10-2017 10:45
  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 30 October.
  For projec
  
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• Gambling ads feature in 95% of all live football match breaks

  23-10-2017 10:44
  A BBC investigation into the preponderance of gambling adverts during live football broadcasts has found that 95% of all such breaks across BT Sport, Sky Sports and ITV feature at least one commercial from the sector.
  An audit undertaken by the Victoria Derbyshire programme found that a fifth of all adverts broadcast during 25 selected matches promoted betting companies, a proportion which rose to a high of 40% during one game.
  This occurred during a clash between Everton and Apollon Limass
  
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• TM Lewin revealed as mystery brand behind shirtless Lineker campaign

  23-10-2017 10:37 via campaignlive.co.uk
  Gary Lineker is appearing in various states of undress in a campaign for shirt retailer TM Lewin.
  
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• Pay with Google adds another mobile payment provider to the mix

  23-10-2017 10:32 via campaignlive.co.uk
  Google is throwing its hat into the mobile payment ring with the launch of Pay with Google on Android devices and Chrome browsers.
  
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• Understanding the timeless power of the icon

  23-10-2017 10:19 via campaignlive.co.uk
  True icons - Marilyn Monroe, Albert Einstein, Buzz Aldrin - are powerfully and infinitely influential. There is huge opportunity for advertisers - but how do you partner iconic talent with top brands in a way that audiences appreciate?
  
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• Exterion launches London's first fleet of digitally 'wrapped' geo-targeted buses

  23-10-2017 10:14 via campaignlive.co.uk
  Exterion Media has launched London's first fleet of digitally "wrapped" geo-targeted buses with Google onboard as the first brand to use the ad tech.
  
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• Regulators demand end to gambling ads appealing to children

  23-10-2017 10:13 via campaignlive.co.uk
  The Advertising Standards Authority and other bodies have sent a letter to 450 gambling operators telling them to stop using ads that are likely to appeal to under 18s.
  
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• Ikea calls CRM and digital review

  23-10-2017 10:10 via campaignlive.co.uk
  Ikea has held meetings with agencies as part of a review of its UK and Ireland CRM account, with an eye to expanding the remit to include digital work.
  
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• McDonald's Hong Kong offers real gold Chicken McNuggets in graphic novel-style ad that resurrects Jack the Dipper

  23-10-2017 10:07
  As a promotional strategy to boost the sale of Chicken McNuggets, McDonald's has forged an alliance with DDB Group Hong Kong to roll out an integrated campaign featuring an animated game and film.
  To what McDonald's refer as a 'Marvel/DC Comics-like',the film features Jack the Dipper, the nugget sauce stealing character recruiting a league of his own which includes Max the Driver, Ray the Trickster and Mel the Cat Burgler to steal 24-carat gold McNuggets. 
  In order to win the gold nugg
  
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• How Green & Black's is working with lifestyle bloggers to target young women

  23-10-2017 10:06 via campaignlive.co.uk
  Green & Black's, the Cadbury-owned chocolate brand, created a Red Riding Hood fairytale-themed event to promote its new Velvet Edition range.
  
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• RFU names Virgin Active as official fitness partner

  23-10-2017 09:58
  The Rugby Football Union (RFU) has named Virgin Active as its official fitness partner in a three-year agreement beginning from the New Year.
  Under the terms of the deal Virgin will offer a new digital fitness programme and classes inspired by rugby and will also offer discounted membership rates to RFU affiliated clubs and registered players.
  In return Virgin Active will benefit from partnership rights including sourcing male and female players to promote advertising, CRM and digital rights.
  RF
  
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• Twitter is next publisher to step up on online safety

  23-10-2017 09:38 via campaignlive.co.uk
  As Google and Facebook step up and take responsibility for policing the content posted to their sites, Twitter has released a schedule of online safety updates.
  
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• Google denies floating revenue split model with publishers in exchange for subscriber aid

  23-10-2017 09:38
  Google has strenuously denied reports that it has been angling to soften up publishers into accepting some form of revenue split, in exchange for using its muscle to attract potential new subscribers, following a spate of weekend reports.
  The Financial Times had suggested that several media organisations had been approached by the internet firm with the offer of a subscriptions lifeline in exchange for a share of the spoils but Google itself has described the speculation as ‘totally wrong&
  
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• Twitter Australia expands partnership with Victoria Racing Club to appeal to its global sports audience

  23-10-2017 09:16
  Twitter will now live stream 2017 Emirates Melbourne Cup ( a leading fixture in horse racing) with additional live content to an Australian and global audience as part of an expanded partnership with Victoria Racing Club (VRC) and Seven Network.
  The live race streams will be available to both logged-in and logged-out Twitter users. Seven Network too will broadcast the races live and free. Twitter will feature additional highlights from the Melbourne Cup Carnival, including the racing a
  
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• Lexus, Snapchat, Premier Inn: Everything that matters this morning

  23-10-2017 09:00
  Lexus quits partnership with The Weinstein Company
  Car brand Lexus has terminated its partnership with The Weinstein Company following the allegations that co-founder and CEO Harvey Weinstein sexually harassed or assaulted a number of women including Gwyneth Paltrow and Angelina Jolie.
  The luxury car marque, owned by Toyota, did sponsor TV shows including Project Runway, which is produced by the firm.
  “Lexus has chosen to terminate its agreements with The Weinstein Company that saw the lux
  
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• Facebook, Sainsbury’s, Fitbit: Everything that matters this morning

  23-10-2017 09:00
  Facebook tests separating commercial posts from personal news in News Feed
  The social media giant says it is testing the idea of dividing its News Feed in two, separating commercial posts from personal news in a move that could lead some businesses to increase advertising.
  The test, which is occurring in six smaller countries, offers two user feeds: one feed focused on friends and family and a second dedicated to the pages that the customer has liked.
  The change could force those who run pages,
  
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• Evening Standard, Aldi, Google: Everything that matters this morning

  23-10-2017 09:00
  Evening Standard force to apologise after Solange controversy
  London’s Evening Standard newspaper has been forced to apologise after it airbrushed singer Solange Knowles’ hair for a cover shoot for the ES Magazine.
  The singer, whose empowering songs include Don’t Touch My Hair, a song about the cultural legacy of black women’s hair, had a crown of braids digitally removed from the photos.
  Knowles called out the publication on social media, posting a picture of the origina
  
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• Apple, mental health, car demand drops: Everything that matters this morning

  23-10-2017 09:00
  New hire signals Apple’s intent in TV content
  Apple has given one of the clearest signs yet of its intention to ramp up commissioning of original TV programmes, with the hire of former BBC and Channel 4 executive Jay Hunt. Hunt was in the running to become Channel 4’s next CEO following David Abraham’s departure, but lost out on the role, and will now take the role of creative director, Europe, worldwide video at Apple. She was responsible for BBC programmes such as Sherlock,
  
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• Amazon, McDonald’s, Piccadilly Lights: Everything that matters this morning

  23-10-2017 09:00
  Amazon’s ad business tops $1bn
  Amazon is now generating more than $1bn from advertising as its investment in new ad technology such as programmatic and hiring staff to work on its ad products pays off. Amazon’s “other” revenue, which is mostly ad sales but also includes its credit card business, saw revenues rise 58% year on year to $1.12bn in its third quarter. And growth is accelerating, up from 53% in Q2.
  Speaking on a conference call with analysts following its result
  
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• Marriott launches global media review

  23-10-2017 08:55 via campaignlive.co.uk
  Marriott, the hotel operator, is reviewing its global media planning and buying account, putting MEC on alert.
  
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• Out of the set and into the board room: the shifting role of advertising’s directors

  23-10-2017 08:45
  The format of a press release heralding a new piece of advertising never really changes. The sender – usually the agency – gets the active tense and the top bill, followed by the inevitably ‘brave’ client brief and a blurb describing the creative. There’s then the quotes from representatives in both these camps (they’re usually “thrilled” or “excited” about something) and some information on the work’s distribution.
  The media
  
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