Marketing news

• Why parents making a career comeback are advertising’s biggest talent opportunity

  01-11-2017 23:46
  As a Gen X’er who has survived the pace and change of our industry and continued to thrive, I know how daunting it can be to stay in it while raising a family.
  I still remember how hard it was for me to return to work after having my daughter over two years ago. The transition was a complete culture shock and most agencies still do little to recognize the incredible physical and emotional life change you have just experienced. They expect you to jump back on the wagon and continue on as if
  
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• Mcgarrybowen's US CCO Ned Crowley on storytelling structure and constraint

  01-11-2017 22:19
  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.
  Ned Crowley, US chief creative officer at Mcgarrybowen, believes in storytelling structure. Act one. Act two. Act three. Where it gets interesting is how he illustrates it. Using the analogy of a hero stuck in a tree in the first act, he believes that throwing
  
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• US Creative Work of the Week: Minnesota hockey unites the state with shared water campaign

  01-11-2017 20:55
  The NHL and the Upper Midwest got some love this week, as a campaign to unite the state around the only major league hockey team received the most votes from The Drum readers.
  A campaign for the Minnesota Wild, called 'This is Our Ice,' showed the unity of the state by having people collect water from their regions.
  First, the team invited parents of current Wild players, former Wild hockey players and a member of the US women’s hockey team to pour out water collected from t
  
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• Rakuten TV sees 'great opportunity' in mounting cinema offensive to reduce theatrical release windows

  01-11-2017 19:09
  Rakuten TV is a newly rebranded video on demand company that has the full backing of Japanese e-commerce giant Rakuten behind it. The streaming service is looking to tap into the cinema experience with its high definition benchmark and fresh-out-of-cinema movies as it pushes into the UK.
  Jacinto Roca, chief executive of the Barcelona-headquartered company told The Drum about how it will carve a niche in the market as the platform that gets movie releases first, while also sho
  
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• More sophisticated targeting is coming to Snapchat as app embraces pixel tracking

  01-11-2017 17:42
  Despite Snap's chief executive Evan Spiegel once denouncing "creepy" hyper-targeted ads, Snapchat has unveiled a tool called Snap Pixel which will allow advertisers to track conversation across platforms and, eventually, support more sophisticated targeting. 
  The long-awaited feature will aid Snap in building out its performance marketing capabilities, letting marketers connect the dots between ads served within Snapchat's walls and website traffic.
  The tool, which works via a piece of code
  
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• How brand partnerships and promos helped bring the Xbox One X to life

  01-11-2017 17:35
  The highly anticipated Xbox One X console has been released to excited gamers today (November 1). The anticipation has built over several months of coordinated efforts between Microsoft, a lineup of key brands and a small agency, Tripleclix, that deals with the gaming industry.
  The console probably didn’t need a lot of hype to appeal to hardcore gamers – the first round of pre-orders was the fastest round of sellouts Brent Coyle global lead, Xbox Partnership and Promotional Marketing
  
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• Turkey of the week: Tui's cheesy ad will have you reaching for the remote

  01-11-2017 17:14 via campaignlive.co.uk
  Gurjit Degun cringed at the Tui ad featuring a woman singing Ain't Nobody Loves You Better by Chaka Khan as she dances through an ideal holiday.
  
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• Sainbury's heralds vinyl sales with release of Own Label albums

  01-11-2017 16:52
  Sainsbury’s has taken advantage of the resurgence of vinyl to launch a bespoke record label just in time for Christmas.
  It’s ‘Own Label’ label comes about as part of a partnership with Universal Music and Warner Music’s Rhino label.
  The retailer has surprisingly announced it is one of the major high-street sellers of vinyl, having shifted some 120,000 units since it started selling them in March 2016. It is doing its part to solidify the medium’s 5% share of t
  
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• 10 facts about the mysterious Generation Z

  01-11-2017 16:40
  Generation Z, the generation born after millennials - according to a study by IBM and the National Retail Federation - commands more than $44 billion in annual purchasing power. But how much do brands really know about Gen Z?
  The Drum will be tackling this very topic in its webinar on 15 November which will explore what Gen Z expect from brands, their thoughts on iconic adverts that captured millennials’ attention and types of content which resonates most with Gen Z.  
  In the meantime
  
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• Criteo counts the cost of Apple’s ITP rollout, sunsets its Predictive Search offering

  01-11-2017 16:00
  Criteo today (November 1) reported revenues of $564m for the three months to September 30, an increase of 33%, although it forecast that Apple’s Intelligent Tracking Solution (ITP) could negatively impact revenues for the all-important final quarter of the year by 8-10%.
  Factoring in its recent purchase of HookLogic, Criteo forecast Q4 revenues after traffic acquisition costs of $260-$263m (analysts had previously expected this to be in the region of $280m) equating to compa
  
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• MullenLowe to lead £1m ad campaign for child sex abuse inquiry

  01-11-2017 15:43 via campaignlive.co.uk
  The Independent Inquiry into Child Sexual Abuse has appointed MullenLowe London to handle a £1m nationwide ad campaign to help drum up support.
  
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• Why brands must stop treating LGBT+ as a niche segment

  01-11-2017 15:40
  I love that ad for Rowse Honey with the three hairy gay blokes. You know the one: they’ve amusingly re-purposed the “bear” word to its 21st century sexual context. I wonder how many parents have had to explain that one.  And where’s Goldilocks? 
  It’s great that some brands recognise that the world has moved on, and quickly. Can you believe that just over two years ago there weren’t any LGBT+ networks in advertising? We set up the first
  
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• Fast-growing startup Trouva promotes an ‘independent retail future’ with debut TV ad

  01-11-2017 15:11
  Trouva, the online ecommerce platform for independent retailers, is hoping its inaugural TV ad campaign will give boutiques the same exposure as retail’s global heavyweights.
  The online marketplace, which was named one of Marketing Week’s 100 Disruptive Brands in 2017 and has grown by 1,509% over the past 18 months, beat off stiff competition from 200 fellow startups to win a fully funded TV campaign created by media agency All Response Media.
  Debuting today (1 November) on
  
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• Fast-growing startup Trouva promotes an ‘independent future’ with debut TV ad

  01-11-2017 15:11
  Trouva, the online ecommerce platform for independent retailers, is hoping its inaugural TV ad campaign will give boutiques the same exposure as retail’s global heavyweights.
  The online marketplace, which was named one of Marketing Week’s 100 Disruptive Brands in 2017 and has grown by 1,509% over the past 18 months, beat off stiff competition from 200 fellow startups to win a fully funded TV campaign created by media agency All Response Media.
  Debuting today (1 November) on
  
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• IAB UK CEO says it won’t involve police in 'Gold Standard’ fight against ad fraud, for now

  01-11-2017 15:00
  The IAB UK doesn’t have any immediate plans to collaborate with law enforcement as part of its freshly unveiled Gold Standard initiative, in which the likes of Facebook, Google and News UK have promised to commit to cleaning up the digital ecosystem.
  When pressed on whether the IAB would be looking to team up a police unit to probe into issues like ad fraud with a view to creating a unit similar to the Police Intellectual Property Crime Unit (PIPCU) – the London-based police operatio
  
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• Gender equality not just a necessity for creatives, but vital for a better society says Tinderflint founder

  01-11-2017 15:00
  Amid the tidal wave of sexual assault and harassment allegations made by women against powerful men like Harvey Weinstein, it is more important to drive gender equality within creative industries, according to digital production agency, Tinderflint's client services director and founder, Eliot Carroll.
  However, the discussion should not just be limited to those working in the creative spaces, he adds, as gender equality is an essential basis for building a better society.
  The London based agency
  
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• Business Insider's Blodget: It's 'much more difficult' to launch a news site than 10 years ago

  01-11-2017 14:34 via campaignlive.co.uk
  The co-founder of Business Insider has warned it is "much more difficult" to launch an online news site than a decade ago because the media market is close to saturation point.
  
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• Mark Ritson: Burberry has a big brand challenge to replace Christopher Bailey

  01-11-2017 14:25
  In any large company the two most important people are usually the chief executive (CEO) and chief financial officer (CFO). The two work together, often on a daily basis, to run almost all aspects of the executive operation. That is true across almost every business sector, with the notable exception of luxury brands.
  For luxury goods companies there is still the CEO or president at the head of the company, but the number two is not the man or woman who runs finance. Rather, it’s the pers
  
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• Aesop Storytelling Series - Episode 5: How to make an All Black cry

  01-11-2017 14:08
  The All Blacks are the most formidable team in the history of sport. They hold the longest-ever winning streak in rugby and have been number one in the world for twice as long as all other teams combined.
  You’d imagine much of this is down to years of training and hard graft. And to a unique national talent for the game and the coaching institutions to support it. But that’s not the whole story. As the best-selling book ‘Legacy – What the All Blacks can teach us about the
  
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• The Marketing Week Christmas blog 2017

  01-11-2017 14:07
  1 November, 11am – Vodafone tells the story of a festive romance
  Vodafone has brought back actor Martin Freeman to star in a series of short films that will appear across TV, digital and social that take a “fresh” look at a festive romance.
  ‘A Christmas Love Story’, created by WPP Team Red, sees Freeman meeting a mysterious woman on the train and bonding over their love of ‘It’s a Wonderful Life’. A series of problems, such as a lack of pay-as-you-
  
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• John Lewis teaser and Amazon’s singing boxes – The Marketing Week Christmas blog 2017

  01-11-2017 14:07
  7 November – Is this a teaser for the John Lewis Christmas ad?
  Speculation is mounting that a short video clip doing the rounds on social media is a teaser for this year’s John Lewis Christmas campaign. The four-second video shows a pair of eyes and uses the hashtag #UnderTheBed. It was tweeted from a Twitter account set up back in October that doesn’t follow any other accounts.
  The John Lewis Christmas ad is expected to be unveiled this week. SV
  6 November – Amazon spre
  
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• John Lewis Christmas ad spoiler – The Marketing Week Christmas blog 2017

  01-11-2017 14:07
  9 November – John Lewis accidentally puts star of its ad on sale earlyJohn Lewis is always keen to keep its Christmas ad under wraps until its launch but it seems it has let the cat out of the bag early this year. A £20 toy that looks a lot like the monster that has been teased on social media with the hashtag #underthebed appeared in its Canary Wharf store.
  A city worker spotted the toys, telling The Sun “it had to be the character from the adverts”. The John Lewis Chri
  
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• Coke makes Zero the star of its festive campaign – The Marketing Week Christmas blog 2017

  01-11-2017 14:07
  7 November – Coca-Cola reveals further details of its Christmas celebrationsWhile Coca-Cola had previously revealed that it was bringing back its ‘Holidays are coming’ campaign as well as the Christmas truck tour, new details have emerged of what else we can expect from the soft drinks giant.
  This year, the campaign also extends to packaging with limited edition packs featuring the image of Father Christmas enjoying a bottle of Coca-Cola. The marketing campaign is the biggest
  
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• US Creative Works: Featuring KBS, Office of Baby, David&Goliath and more

  01-11-2017 13:30
  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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• MCM Comic Con London fans prefer Marvel over DC Comics

  01-11-2017 13:08 via campaignlive.co.uk
  MCM Comic Con fans voted in favour of Marvel in the first year that the comic book company has featured in the London event.
  
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• Campaign Diary: soporific programmatic, while Sorrell and Schama are firestarters

  01-11-2017 12:56 via campaignlive.co.uk
  The ID Comms chief Tom Denford sends man to sleep and Sir Martin Sorrell recalls university days with pal Simon Schama.
  
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• UK's most valuable brands 'vulnerable to disruption' finds BrandZ research

  01-11-2017 12:44
  The UK's top brands will have to act like leaders, embrace technology and be vigilant of disruption warns Kantar Millward Brown’s UK chief executive Louise Ainsworth speaking during the launch of research from the group.
  WPP and Kantar Millward Brown have released their latest BrandZ list documenting the Top 50 Most Valuable UK Brands. For the first time the list has homed in on UK companies specifically to gauge the temperature in post-Brexit Britain. 
  It collates metr
  
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• After years of separation, F&F is reaping the rewards from embracing Tesco's brand

  01-11-2017 12:30
  Tesco’s clothing arm F&F has been overhauled to bring it closer to the parent brand, something that, just one year ago, it had stringently avoided in the quest to be considered a serious fashion contender. But the U-turn is beginning to bear fruit, according to its head of marketing. 
  Tesco’s most recent financial update shed light on the success of its year-long efforts as the retailer’s boss lauded the fashion division’s like-for-like sales hike of 3.5% in the
  
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• Sonos, Virgin Media, Cancer Research and Norwegian Airways shortlisted for Event Awards 2017

  01-11-2017 12:22 via campaignlive.co.uk
  Sonos encouraging people to listen better and Virgin Media staging Usain Bolt's sprint across the Thames are just some of the activations up for an Event Award.
  
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• Sonos, Virgin Media and Cancer Research shortlisted for Event Awards

  01-11-2017 12:22 via campaignlive.co.uk
  Sonos encouraging people to listen better and Virgin Media staging Usain Bolt's sprint across the Thames are just some of the activations up for an Event Award.
  
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• Refugee to coaching media’s big wigs: Coach Lurata Lyon says even the most senior people still have lessons to learn

  01-11-2017 12:13
  Speaking on stage or nailing it in pitches may come easy to some but even the most assured in the media still have lessons to learn, according to coaching and development specialist Lurata Lyon. 
  Having coached many leaders from across the media industry, in Europe and in Asia, The Drum took time to quiz Lyon on some of the lessons she has learnt from the training, as well as setting up her own business.
  A key issue with the industry is senior people not believing that they still have lesso
  
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• Great British Bake Off finale draws record 7.7m audience

  01-11-2017 12:09
  The result may not have been in doubt but Pru Leith’s Twitter misstep doesn’t appear to have dented audience enthusiasm for the Great British Bake Off which saw viewers tune in in record numbers for the grand finale.
  An impressive 7.7m people tuned in to see the tent denouement with Channel 4 laying claim to a 34.6% audience share between 20:00 and 21:15 last night as a result – propelling Channel 4 to its best ratings since The Paralympic Games opening ceremony in 2012.
  A demo
  
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• Bake Off rises to Channel 4's biggest audience in five years

  01-11-2017 12:05 via campaignlive.co.uk
  Channel 4 scored its biggest overnight audience since the 2012 Paralympics opening ceremony with last night's final of the Great British Bake Off - despite Prue Leith's Twitter blunder.
  
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• Pick of the week: Think!'s pink kittens make a powerful ad for road safety

  01-11-2017 11:55 via campaignlive.co.uk
  Jeremy Lee thinks that Abbott Mead Vickers BBDO's swansong ad for Think! Is among the best it has done for the client.
  
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• Rekorderlig Cider Lodge to return with new range of Botanicals Cider

  01-11-2017 11:52 via campaignlive.co.uk
  Rekorderlig, the Swedish cider brand, is recreating its cider lodge pop-up at Southbank Centre's Winter Festival once again with its new range of Botanicals Cider.
  
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• Rekorderlig Cider Lodge to return with Botanicals Cider range

  01-11-2017 11:52 via campaignlive.co.uk
  Rekorderlig, the Swedish cider brand, is recreating its cider lodge pop-up at Southbank Centre's Winter Festival once again with its new range of Botanicals Cider.
  
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• People on the move featuring AB InBev, Leo Burnett, Elle, Channel 4 and more

  01-11-2017 11:30
  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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  Leo Burnett
  Craig Neilson has joined Leo Burnett as head of creative production and operations. 
  Joining from McCann London where he held the position of head of project management, Neilson has  also worked as joint head of creative production at Adam&Eve/DDB.
  AB In
  
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• CHI wins Netflix brief

  01-11-2017 11:29 via campaignlive.co.uk
  CHI & Partners has picked up the brief to launch Netflix's first blockbuster movie, Bright.
  
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• Kevin Spacey's poor performance as his personal House of Cards collapses

  01-11-2017 11:25
  The story of Kevin Spacey's sexual-advances-to-a-minor debacle has put the lid on Hollywood’s old-fashioned star system for good.  
  Lawyers and PRs just don’t have the power to offer blanket protection anymore. We live in a goldfish bowl with nowhere to hide. Our world is just one Big Brother house, and everyone’s a critic of how we behave.
  The power lies with the people who find safety in numbers, as never before, online. In effect, the masses rallying together on social
  
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• Analysts agree with WPP that threat from consultancies has been 'overhyped'

  01-11-2017 11:10 via campaignlive.co.uk
  During its third quarter earnings call yesterday, WPP dismissed the threat from management consultants as "overhyped". Analysts concur.
  
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• AMV BBDO's Spindler departs

  01-11-2017 10:56 via campaignlive.co.uk
  Jonny Spindler, the chief operations officer at Abbott Mead Vickers BBDO, is leaving the agency just one year after being promoted to the role.
  
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• Child sexual abuse inquiry launches £1m advertising drive

  01-11-2017 10:35
  The Independent Inquiry into Child Sexual Abuse (IICSA), a body established to investigate claims of abuse at public institutions, religious organisations, voluntary groups and private institutions, has launched a £1m advertising campaign to find victims and survivors who are willing to recount their experiences and provide personal testimonies.
  Spanning billboards, radio and magazines the promotional push is being devised by MullenLowe and will begin in three regions this month before goi
  
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• Marie Curie to set up Christmas tree powered by memories

  01-11-2017 10:15 via campaignlive.co.uk
  Marie Curie, the terminal illness charity, is creating a memory-powered Christmas tree.
  
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• Alibaba kicks off three-week 11.11 shopping festival as it moves to blend e-commerce and entertainment

  01-11-2017 10:02
  Alibaba has officially launched its 11.11 (Singles Day) Global Shopping Festival, kicking off the three-week event with a fashion show in Shanghai.
  The “See Now, Buy Now” fashion show, which showcased the fashion and apparel that is available to buy during the 11.11 festival, was one a number of promotions and entertainment features unveiled by the e-commerce giant to promote the annual event.
  The event highlights a key strategic focus for Alibaba, which aims to blend e-commerce 
  
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• Channel 4 unleashes a giant steel stick figure on an unsuspecting Britain

  01-11-2017 10:01
  Channel 4 has undergone another rebranding exercise which has seen its famous number 4 masthead transmogrified into a metallic entity which stalks Britain.
  Amongst a series of shorts directed by Blink’s Dougal Wilson the silver stickman is depicted playing football on a traditional terrace street, bellowing from a hillside and transporting a group of migrants across the English Channel, safely depositing them above the white cliffs of Dover.
   The outsize logo was created by MPC in an
  
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• Weavers launches Craft to put 'media craft' back at heart of communications strategy

  01-11-2017 09:56 via campaignlive.co.uk
  Sally Weavers has launched Craft, a communications strategy agency that aims to fill a gap in the market by "putting the media craft back at the heart of communication plans".
  
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• Tribal Worldwide and Singapore Press Holdings partners to educate and equip people with life-saving skills in case of a cardiac arrest

  01-11-2017 09:50
  Tribal Worldwide and Singapore Press Holdings (SPH) in collaboration with Temasek Foundation Cares have unveiled a campaign highlighting the importance of knowing chest compression and to learn how to use an automated external defibrillator (AED) heart restarter to help someone with a cardiac arrest.
  According to the Singapore Heart Foundation, the survival chance of a cardiac arrest victim is just 13.8%. 2,000 deaths in Singapore result from out-of-hospital cardiac arrests every year, where a p
  
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• Walmart unveils fast-paced 'Rock This Christmas' campaign

  01-11-2017 09:30
  Walmart is redoubling its efforts to attract all important Christmas dollars with the launch of its ‘Rock This Christmas’ TV campaign which depicts children excitedly unwrapping toys on Christmas morning as their parents celebrate the great deals – all to the tune of 'Whoomp There It Is' by Tag Team.
  The promotional push will be accompanied by an expanded product range in-store and online; expediting shipping on millions of items to just two days free of charge and an impr
  
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• Inside Tate & Lyle’s Great British Bake Off war room: how Prue’s leak presented a sticky situation

  01-11-2017 09:25
  As millions of Great British Bake Off fans sat down, cup of tea in hand, to watch the final last night (31 October) the show’s co-sponsor Lyle’s Golden Syrup was assembling a team of analysts, social media experts, creatives and marketers to man its ‘social media war room’.
  Well, actually it was two rooms; one filled with mammoth screens depicting data, and the other a sea of laptops, sticky cakes and Brewdog cans. More than 20 people, including s
  
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• Hyundai deconstructs luxury ads in 'Feel the Feeling' parody series

  01-11-2017 09:00
  Hyundai is leveraging humour to promote its latest high-performance line, the N Class. In doing so it subverts the self-importance of luxury brands.
  R/GA handled strategy and creative for the ‘Feel the Feeling’ series. Across four videos entitled ‘Hairdryer’, ‘Cologne’, ‘Headphones’ and ‘Launch’, the campaign takes clichés and leaves them in the dust, showing the untamable power of the N line.
  N cologne smells like burnt rubber,
  
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