Marketing news

• Apple’s Christmas ad is a New York ballet for the wireless headphone age

  22-11-2017 21:00
  Apple’s annual holiday spot for 2017 depicts a wordless dance to Sam Smith’s Palace in the New York snow, made possible by AirPods – the brand’s wireless earphones.
  The spot, entitled ‘Sway’, features two New York City dancers who once met at an audition and are now married in real life – Lauren Yatango-Grant and Christopher Grant. The scene opens as Yatango-Grant walking through the city in a flurry of snow and selecting to play Palace by Sam
  
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• Dentsu Aegis acquires Dutch performance marketing firm Oxyma Group

  22-11-2017 20:30
  Dentsu Aegis has announced the acquisition of Dutch performance marketing firm Oxyma Group.
  Upon approval of acquisition, the five specialist agencies within Oxyma Group will be rebranded as part of Dentsu’s Merkle offerings.
  Oxyma Group’s five agencies that specialize in CRM, earned, paid and owned media have a footprint in the Netherlands. Their clientele includes many international clients, including Air France KLM, Audi, Liberty Global, Unilever, and Vodafone.
  The acqui
  
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• Eurotunnel to Getlink: why brand names need spirit, not logic

  22-11-2017 19:20
  This week the operator of the Channel Tunnel, Groupe Eurotunnel, announced it is changing its name to “reflect the dynamism of connection and change”. The new title it’s chosen is Getlink. Does this actually matter?   Organisations don’t build reputation on company or product name alone. A name is rarely encountered in isolation and a good one won’t save a misconceived or badly executed idea.  Tha
  
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• From Black Friday to App Friday: mobile madness has shifted the holiday shopping season

  22-11-2017 19:06
  According to Black Friday data research, 65% of all shoppers will turn to their mobile devices for holiday purchases.
  This data, compiled in a study made by mobile engagement platform Leanplum and retail app platform Branding Brand details the shift, not just from retailers to digital, but from desktop to mobile. 35% of the shoppers surveyed will specifically use apps on smartphones and tablets. Nearly two out of three shoppers will utilize their phones to inform them of sales, coupons
  
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• Did Net Neutrality fall into a food coma?

  22-11-2017 18:48
  Sometimes publicists have no choice but to release bad news for their clients. If something is going to break, and there’s no way to prevent the news from getting out, the best thing to do is release the news on a Friday.
  Why? Simple: everyone’s thinking about the weekend. If the news is juicy, likely to get lots of coverage, reporters feel pressure to get the news out first lest their competitors beat them to the story. It’s a catch 22, and PR 101. Dump the news on a Friday, a
  
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• US Creative Work of the Week: American Standard elevates plumbing to a nerdy art

  22-11-2017 18:23
  A bunch of plumbing nerds got the nod for the US Creative Work of the Week, as voted on by The Drum readers, as American Standard's 'Porcelain Valley' took top honors in this week's voting.
  Through agency Solve, client American Standard put forth a campaign that demonstrates the 140-year-old plumbing fixtures brand’s commitment to innovation by borrowing from the tech associations of Silicon Valley - but porcelain, for sinks and toilets.
  The company's new technologies and products are feat
  
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• Scotland Women in Technology work with Heehaw to create moving promotional video

  22-11-2017 18:23
  Scotland Women in Technology (SWiT), a group initiative which aims to attract, inspire, empower and engage women by developing a community and network to help grow women’s contribution in technology sector, has successfully launched a promotional video with help from Heehaw.
  This year marks the first year an Award of SWiT’s kind has been presented. To mark the occasion, SWiT sought help from Heehaw, a film, video and animation production company, who produced a promotional
  
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• Industry Opinion: How will the FCC's Net Neutrality decision impact the marketing landscape?

  22-11-2017 18:02
  The hot-button issue facing consumers and advertisers alike is the looming threat of net neutrality being repealed by the FCC, which will put immense power in the hands of internet service providers.
  The US telecommunications regulator received clearance from Congress this week to vote on deregulating the internet. But the question remains: will net neutrality be a death blow to the internet—and the way we market to consumers today? The Drum asked professionals from all over the marketing
  
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• Mother-backed incubator, Broody, acquires a 5% stake in crowdfunding platform

  22-11-2017 17:39 via campaignlive.co.uk
  Broody, Mother's start-up incubator and accelerator has acquired a 5% stake in crowdfunding platform, Crowdfunder.
  
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• Let's make Black Friday great again

  22-11-2017 17:38
  Does anyone actually like Black Friday? Anyone?
  Let’s start with the retailers and brands that participate year after year.
  Well, not so much. The commercial case for their participation is now questionable at best. Black Friday encourages consumers to dive into their wallet earlier in the festive period but unfortunately, not necessarily any deeper. It’s a desperate race to the bottom, with the only winners being the big online retailers leveraging economies of scale.
  The unrelentin
  
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• TEDxGlasgow announce 2018 event with the theme 'Rethink...'

  22-11-2017 16:56
  TEDxGlasgow has announced that its sixth major annual event will be held on Friday 1 June 2018 at the SEC Armadillo, Glasgow with the theme ‘Rethink...’.
  The event will challenge the status quo, ask guests to consider new perspectives, and inspire them to reimagine the way we address our world and all things in it.
  Gurjit Singh Lalli, founder and curator at TEDxGlasgow, said: “The city and country has embraced our presence and I’m proud to say tha
  
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• Is there a role for influencers in luxury brand marketing?

  22-11-2017 16:50
  As we know, exclusivity is everything in the luxury sector. Guest editor of The Drum Network's luxury issue, Emma Fisher, asked our experts whether influencers are a help or a hindrance to luxury brands.
  Here's what they had to say:
  Sammy Mansourpour, managing director, Agency UK
  It is more than likely that influencers will end up becoming the sole source of product placement for luxury brands moving forward. It’s not a far cry from the celeb endorsement they already seek. All luxury
  
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• BMW uses Snapchat's augmented trial lens for X2

  22-11-2017 16:50 via campaignlive.co.uk
  BMW has taken Snapchat's new augmented trial lens for a spin by letting customers "try" out the X2 by customising its colours, viewing it from all angles and changing its location.
  
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• News UK, Guardian and Telegraph join forces for premium video ad sales unit

  22-11-2017 16:49
  Rival publishers News UK, the Guardian and the Telegraph have co-founded The Verified Marketplace, a joint sales house for premium outstream video.
  The marketplace will allow advertisers to buy desktop and mobile outstream video inventory across the four nationals – the Sun, the Times, the Guardian and the Telegraph – instead of navigating with individual sales teams. An outstream video ad unit is a large format video player usually situated within an article that autoplays as a
  
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• Iris, Grey and Wunderman win Oystercatchers awards

  22-11-2017 16:44 via campaignlive.co.uk
  Iris, Grey London and Wunderman were Oystercatchers' winning agencies at its annual awards bash.
  
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• Wild Turkey ambassador Matthew McConaughey fittingly hands out turkeys for Thanksgiving in charitable drive

  22-11-2017 16:32
  Actor Matthew McConaughey is taking the lead for another campaign for Wild Turkey, a bourbon for which he is creative director and brand ambassador. This time he’s a food delivery star for the brand, handing out over 4,500 turkeys to the residents of Lawrenceburg, Kentucky, where the bourbon is based, just in time for Thanksgiving.
  In the marketing event, by JWT New York, the star personally dropped off turkeys to residents of the town on his 48th birthday, making for a gift to both he and
  
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• Video marketing: A beginner’s guide

  22-11-2017 16:29
  Here Marketing Week looks at some of the core issues that brands should consider around video marketing.Jump to:
  Creating a video marketing strategy
  Choosing a video format
  Choosing the right screen size
  Autoplay and no sound
  Measuring video
  Video on a budget
  Creating a video marketing strategy
  Devising an effective video strategy is no mean feat. Although the barriers to entry are lower for brands compared to other media channels such as TV or cinema, marketers must think carefully about the ty
  
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• Five key takeaways from the Autumn Budget

  22-11-2017 16:29
  Economic growth continues to stutter
  Despite Hammond (pictured above) opening his statement by claiming the UK economy “continues to confound those who talk it down,” his GDP numbers were not particularly reassuring.
  In March, Hammond backed 2% growth in the British economy for 2017. However, that prediction has now been downgraded to just 1.5%. And he says growth is going to slow steadily over the next three years (2018: 1.4%, 2019: 1.3%, 2020: 1.5%) before rising again slightly to
  
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• Manchester United continues to grow its list of sponsors by now naming Melitta as its official coffee partner

  22-11-2017 16:20
  Manchester United Football Club named coffee producer Melitta as the club's official coffee partner in a multi-year deal.
  As part of the partnership, Manchester United will place around 200 fully automatic Melitta coffee machines and makers within Executive Club boxes and hospitality areas around Old Trafford stadium. 
  Melitta has also refurbished the club's Red Café at Old Trafford which will be inaugurated by Manchester United first team members and club ambassa
  
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• Digital brands tax, sharing government data and £500m tech fund: What marketers need to know from 2017 Autumn Statement

  22-11-2017 16:00
  The chancellor of the exchequer has ushered in a raft of new funding opportunities to digital businesses as the government looks to ease concern of Brexit uncertainty. 
  Philip Hammond promised to plough £500m into tech developments, unlock £20bn in startup investment, clamp down on tax-loopholes used by the likes of Google and Amazon, open the government’s data to third parties and improve the computer literacy of kids leaving school in a
  
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• Brand blackmail or moral duty? Inside the campaign urging advertisers to ditch the Daily Mail

  22-11-2017 15:35
  The Daily Mail lost another advertiser earlier this week after lobbying group Stop Funding Hate leaned on stationery company Paperchase to end a promotion it was running in conjunction with the tabloid.
  Stop Funding Hate is a group intent on ending what it calls “hate campaigns” from its list of targets: the Sun, Daily Mail and Daily Express. It encourages brands to pull ad spend and promotions from these news outlets. Recently, it put the heat on John Lewis’ relationship
  
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• TV Ad Spend Weekly: Emotion reigns in retail ads this holiday season

  22-11-2017 15:05
  Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most on newly-launched creative on US national broadcast and cable TV.
  The holiday season is in full swing and advertisers are spending big. So big in fact, that spend on new national TV placements increased by 43 percent from last week to reach $203m. As is typical for the win
  
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• Industry leaders share visions of working 'beyond the 9 to 5'

  22-11-2017 14:37 via campaignlive.co.uk
  Industry leaders share their visions for the future of work, attracting new talent and creating the space and the structural changes to enable people to bring their whole selves to work.
  
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• US Creative Works: Featuring McCann XBC, Wunderman Health, Ad Council and more

  22-11-2017 14:30
  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 t
  
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• How TV networks are addressing the evolving demands of marketers and audiences

  22-11-2017 14:30
  US digital ad spend surpassed the amount spent on TV last year and has led many to declare ‘the death of TV’. But, such proclamations are premature, according to participants on the opening day of this week’s Beet.TV conference hosted in Miami.    
  Here, attendees sat in on panel discussions where participants from leading US TV networks shared insights on how drop-offs in the perceived norms of TV viewing are often misconstrued.
  A decline in viewer growth
  Event co-ho
  
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• Pick of the week: Heathrow's bears are a Christmas treat

  22-11-2017 14:23 via campaignlive.co.uk
  Brittaney Kiefer thinks Heathrow has once again created a standout Christmas campaign with the return of teddy bear couple Doris and Edward Bair.
  
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• Turkey of the week: TouchNote's Christmas ad manages to both confuse and annoy

  22-11-2017 14:02 via campaignlive.co.uk
  Omar Oakes was left bemused and confused by this brand's in-house creation.
  
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• ‘Authenticity means admitting you want to sell stuff’

  22-11-2017 13:40
  Authenticity is one of the most overused words in marketing. The idea that brands must be authentic has gone from being a vague notion about how brands should behave to something of a dogma that must be upheld.
  And it’s no longer just a harmless word lost in hundreds of pages of PowerPoint strategising. Of late, there has been a proliferation of the word ‘authentic’ being used in copy (because, after all, what’s more authentic than telling people you’re authentic?)
  
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• Six spots from advertisers who didn't forget that Thanksgiving exists

  22-11-2017 13:38 via campaignlive.com
  From stretchy pants to movie-star deliveries, these brands know how to celebrate.
  
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• Campaign Diary: Garry Lace weaves magic in education; Brian Blessed in shocking Saatchis outburst

  22-11-2017 13:37 via campaignlive.co.uk
  The former adman Garry Lace has turned up running a school in Paignton and the results have, shall we say, been controversial.
  
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• People on the move featuring Tesco, Gumtree, Glamour and more

  22-11-2017 12:30
  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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  Glamour
  Deborah Joseph has joined Glamour in the role of chief content officer to work across all platforms of the magazine. Also joining is Chelsea Hudges has as picture and multimedia producer. 
  The two newly created roles follow the publications announcement to drop print
  
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• Selfridges revives cannon confetti for Christmas extravaganza

  22-11-2017 12:24 via campaignlive.co.uk
  Department store Selfridges will be firing confetti from cannons at its Oxford Street store's central atrium, accompanied by a festive-themed marching band parade.
  
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• Uber would have been fined €20m for data breach under GDPR

  22-11-2017 11:35 via campaignlive.co.uk
  If Uber had been subject to the GDPR, it would have had to pay a fine of 4% of its global annual revenue, or €20m (£17.75m), a cyber law barrister has said.
  
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• Glenfiddich brings brand to life on 69th floor of the Shard

  22-11-2017 11:27 via campaignlive.co.uk
  Single malt Scotch whisky brand Glenfiddich is staging an activation in collaboration with the View from the Shard, with guests able to make their perfect serve of the drink and discover what it says about them.
  
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• Ad of the Day: Canary Islands photoshoot camouflages people into the isles’ wild scenery

  22-11-2017 11:04
  The latest hero creative from the Canary Islands’ tourist board isn’t a flashy TVC but an artistic set of photographs from the Finnish Instagrammer Konsta Punkka, who depicts models disguised in the islands’ scenery thanks to the miracle of body paint.
  ‘Meet Me and Lose Yourself’ is a series of portraits that portray the subjects subtly camouflaged amid the forests, beaches and unique volcanic landscape of the Spanish Canaries. The photos and their correspondin
  
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• Paperchase joins the ranks of Daily Mail detractors - but is this move a suppression of free speech?

  22-11-2017 10:51 via campaignlive.co.uk
  Paperchase is the latest brand to distance itself from the Daily Mail after criticism from social media users - but what are the risks when brands take this step?
  
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• Helen Edwards named columnist of the year at BSME awards

  22-11-2017 10:28 via campaignlive.co.uk
  Campaign columnist Helen Edwards has been named B2B columnist of the year by the British Society of Magazine Editors at its annual awards bash.
  
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• Dogs Trust offers behind-the-scenes access to its centres with VR

  22-11-2017 10:27 via campaignlive.co.uk
  Dogs Trust, the animal charity, is using virtual reality to create an immersive experience centred around its care homes.
  
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• Branded copy has a positive impact on ad performance: NetElixer

  22-11-2017 10:10 via campaignlive.co.uk
  Examining over 60,000 Google AdWords Expanded Text Ads, NetElixir's 'Ad Copy Championship' looks at the choices that drove the highest conversion.
  
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• MediaCom picks up Vauxhall-Opel media account across Europe

  22-11-2017 09:12 via campaignlive.co.uk
  MediaCom has picked up the estimated £300m Vauxhall/Opel media account across Europe.
  
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• News UK, Guardian and Telegraph co-found Verified Marketplace for video ad sales

  22-11-2017 09:06 via campaignlive.co.uk
  Newspaper rivals News UK, The Guardian and The Telegraph have launched a premium marketplace for video advertising in a rare act of industry unity.
  
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• Blackwood Seven, Fjord, IBM, Just Eat and R/GA to feature in Campaign AI event

  22-11-2017 09:04 via campaignlive.co.uk
  Founders and leaders from Blackwood Seven, IBM, Just Eat, R/GA and Accenture's Fjord are among those taking part in a Campaign breakfast event on artificial intelligence.
  
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• How the ‘experience economy’ is changing nation branding

  22-11-2017 09:00
  One of the first rules in our industry is to never reveal your age, but I’m prepared to break that to show how far nation branding has changed over the course my career and why it’s more complex now than ever before.
  The first ever travel and tourism campaign I was involved in was way back in 1993 when Star TV, the pan regional network I worked for, was selected as a media partner for Thailand’s first major global destination campaign. It was a heady, exciting time, and the big
  
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• Hike joins hands with Airtel Payment Bank to boost its digital payment infrastructure

  22-11-2017 09:00
  To stay ahead of its rival Whatsapp, homegrown instant messaging app Hike has now partnered with Airtel Payment  Bank to power its wallet and expand its reach.
  As part of the alliance, Airtel Payments Bank will get access to over 100 million users on Hike and will begin powering the Hike Wallet product.
  Hike users will have access to Airtel Payments Bank’s product line, which includes merchant and utility payments, Know Your Customer (KYC) infrastructure.
  Pathik Shah, vice p
  
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• Event Awards 2017 winners revealed

  22-11-2017 08:56 via campaignlive.co.uk
  Nike Strike Night won the coveted Grand Prix award at the Event Awards 2017, held on 22 November.
  
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• Event Awards 2017: The winners

  22-11-2017 08:56 via campaignlive.co.uk
  Nike Strike Night won the coveted Grand Prix award at the Event Awards 2017, held on 22 November.
  
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• Diageo on craft’s longevity, the rise of non-alcoholic brands and testing out VR

  22-11-2017 08:18
  A tech conference perhaps isn’t the most obvious destination for Diageo’s global head of beer Mark Sandys. However, with the alcohol giant recently appointing its first chief digital officer, Sandys, clearly aching after a day walking through the vast halls of Web Summit in Lisbon, insists Diageo is now very much focused on positioning itself at the “forefront of digital technology”.
  So far, a big part of this journey has been about building the business around data in or
  
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• IAB SG Rolling Heavies: 90 Second’s Nick Erskine-Shaw on Singapore, the problem with intrapreneurs and being fired by his dad

  22-11-2017 07:40
  The IAB Singapore’s Rolling Heavies series is back, with more of Asia Pacific’s most influential digital leaders answering questions while riding on a bike.
  As with the first series, The Drum is proud to exclusively host the series in which IAB Singapore CEO and ambassador to Southeast Asia Miranda Dimopoulos asks the hard questions (and the fun ones) about career and experiences.
  The series has been co-produced for the IAB Singapore by 90 Seconds, a cloud video creation platform.
  Fi
  
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• SoftBank to acquire additional stakes in Uber's Indian rival Ola

  22-11-2017 07:31
  Japan's SoftBank is set to acquire an additional 10-12% stake in ride hailing cab service Ola's parent company ANI Technologies.
  The investment will further increase its holding in Ola by around 50%, ahead of its multi-billion investment in Uber.
  As reported by Inc42, Softbank is looking to buy out a portion of Tiger Global’s stake in Ola for around $400m-$500m. SoftBank currently holds a 15% stake in Ola, as Ola previously raised $250m from it.
  The investment will give Ola an edge over Ub
  
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• BMW first brand to trial Snapchat’s ‘try-before-you-buy’ AR lens

  22-11-2017 07:00
  BMW is the first brand to use Snapchat’s new AR ‘augmented trial’ Lens which lets customers visualise how products look in the real world before purchase.
  The brand is using the technology to promote its new X2 model, allowing Snapchat users to interact with a virtual 3D version of the car as they would in a garage showroom.
  BMW said in a statement that it is hoping the playful medium will help it attract a younger audience. Jörg Poggenpohl said the tool allows it to &ldqu
  
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