Marketing news

• Fake Love launches ‘Burnt Dream’ VR video for Gucci

  04-12-2017 22:36
  Experiential agency Fake Love has released its latest project under the New York Times's T Brand Studio, a virtual reality video for Gucci called Burnt Dream.
  The branded content, part of a collaboration between Gucci and artist Ignasi Monreal, gives a 360-degree view of Monreal’s London darkened, neon-lit apartment. Depicting imagery and inspirations that influence his collection with the luxury brand, viewers are redirected to a standalone Gucci site, where they can browse gift
  
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• Why Facebook's 'Messenger Kids' is bad for kids

  04-12-2017 21:00
  Early in the morning of December 4, press started hitting about Facebook's new "Messenger Kids" app, an extension of their chat product designed for the under-13 set.
  The articles entirely miss Facebook's twin pernicious underlying goals behind this new product.
  This is not an isolated case: Fast Company, Digital Journal, VentureBeat, TheWrap and other publications all uncritically accepted Facebook's narrative.
  I'll get to what's wrong with Messenger Kids shortly, but let's start with what the
  
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• 'Advertising is a team sport': Independent Insights featuring Work in Progress's Andrew Lincoln

  04-12-2017 20:44
  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 Andrew Lincoln, founding partner and co-creative lead at Work in Progress.
  A little over a year ago, Andrew Lincoln and five of his colleagues at CP+B decided to leave their successful run with the Domino’s account behind to strike out on their own.
  Before opening up Boulder-based Work in Progress last y
  
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• Turner promoted Molly Battin to executive vice president, global CMO + CCO

  04-12-2017 19:33
  Turner has announced the promotion of Battin from her post as chief brand strategy officer to chief marketing and creative officer.
  In her new role, the 17-year veteran will be responsible for brand reputation across all of Turner’s platforms, internal and external strategic communications, media planning and buying, media relations and publicity, and assuring that all communications reflect Turner’s core values and advance its business strategy.
  Battin’s role has evolved great
  
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• People don’t love your brand - they don’t even like it

  04-12-2017 19:18
  Marketing is a funny business. We use words like “lovemarks” and “engagement” and “brand love” and “affinity” like people are actually in love with the brands we create.
  It’s not just that they happen to throw our brand of pickle relish in the cart because it happens to be on sale for a nickel less than the competition. No. We marketers actually believe that people wake up in the morning consumed by our pickle relish. They get ready in front
  
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• Blackwood Seven shuts UK office only months after opening

  04-12-2017 18:14 via campaignlive.co.uk
  Blackwood Seven, the artificial intelligence media agency, is to shut its London office just months after hiring its first UK staff.
  
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• Bonfire creates identity for Whitbread’s new pub restaurant brand Cookhouse & Pub

  04-12-2017 18:00
  Whitbread, the UK’s largest hotel, restaurant and coffee shop operator, has appointed Bonfire Creative Intelligence to create the branding for its newest pub restaurant brand Cookhouse & Pub.
  Bonfire’s concept was to build a brand identity around the idea of ‘togetherness’. The Cookhouse & Pub visual identity draws on the ampersand in the brand name to represent the restaurant and pub coming together. The agency aimed to create a natural and relaxed approach to th
  
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• Content marketing agency BlueGlass secures spot on Deloitte’s UK Fast 50 list

  04-12-2017 17:47
  SEO and content marketing agency BlueGlass has been named in Deloitte’s 2017 ranking of the UK’s fastest growing technology companies.
  The agency was ranked at #42 on the list, with an impressive four-year revenue growth rate of 561%, while BlueGlass came 29th of companies based in the capital, and 9th in the media sector.
  Kevin Gibbons, co-founder and chief executive of BlueGlass, said: “We’re thrilled to have been named as one of the fastest growing technology
  
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• Amobee to refund clients for ad fraud

  04-12-2017 17:29 via campaignlive.co.uk
  Amobee, the programmatic platform, is following in the footsteps of Google by offering a refund programme for clients in the event of fraud, such as invalid traffic, bot fraud and/or site fraud.
  
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• Mayor of London announces probe into whether Russia Today ads breached TfL policy

  04-12-2017 17:14 via campaignlive.co.uk
  Sadiq Khan has asked Transport for London to "look again" at whether ads for Russia Today across the TfL network breached its policy.
  
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• Marketers shift to diverse imagery following ASA's drive against gender stereotyping

  04-12-2017 16:55 via campaignlive.co.uk
  More than half of UK marketers say that the Advertising Standards Authority's plans to clampdown on gender stereotyping in ads next year has already made them change how they select imagery, pointing to a shift towards more inclusive marketing campaigns.
  
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• Recommended reading: Strategic storytelling and the value of building a side business

  04-12-2017 16:13
  Kill Bad Meetings
  Kevan Hall, Alan HallMeetings are essential for expressing ideas and decision making, yet they are often an irrelevant waste of time. Kill Bad Meetings offers advice on how to cut out unnecessary meetings and focus on improving the ones that remain. The book addresses ways of dealing with business challenges by changing the way people meet, cutting out irrelevant topics and participants that account for 50% of today’s meetings. Instead it suggests ways to run faster, more
  
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• CES catches backlash for announcing all-male keynote speaker lineup

  04-12-2017 16:13
  CES organizers are coming under fire for announcing a keynote speaker lineup that’s overwhelmingly white and male.
  The 2018 lineup of chief executive keynote speakers is absent of women and features six men, five of whom are white. Speakers include Intel’s Brian Krzanich, Ford’s Jim Hackett, Huawei’s Richard Yu, Turner’s John Martin, Hulu’s Randy Freer and the Consumer Technology Association’s Gary Shapiro.
  On Twitter, Cindy Gallop called the current lin
  
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• Random question at 3% Conference: Top creatives share their thoughts on inclusion

  04-12-2017 16:12
  At this year’s 3% Conference, we asked leaders in attendance one of six random questions around inclusion that focused on not just gender but race and more. The questions we asked were challenging and the answers were thoughtful, interesting and illuminating.
  In our latest roundup of videos, creative leaders from around the industry dole out the candor and also show the opportunity in front of all.
  For Margaret Johnson, chief creative officer and partner at Goodby, Silverstein & Partne
  
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• GroupM and Zenith forecast digital’s continued rise, along with growing dominance of Facebook and Google

  04-12-2017 15:30
  Digital’s share of media investment will continue to rise, with total online ad spend forecast to surpass $200bn next year, according to separate reports from two of the industry’s largest media media buying groups, with both GroupM and Zenith forecasting the continued dominance of Facebook and Google.
  Total global media spend is forecast to hit $558bn in 2018, an increase of 4.3% year-over-year, according to GroupM, which claimed that digital will account for 36.4% of spend next yea
  
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• Reflections on Web Summit 2017: technology for a better future

  04-12-2017 15:13
  Imagine a massive music festival - now swap the artists for speakers, the daytime entertainment for hustling start-ups and just keep the food trucks. With 60,000 visitors the Web Summit is best known as the Olympics for geeks, and, this year, the geeks turned out in force.
  Last month, we took the plane to Lisbon, Portugal to visit the Web Summit: Europe’s biggest tech conference. It’s our fifth visit to the conference so we made sure to bring empty bags in a quest to fill them with a
  
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• 4creative's Alice Tonge takes home Creative Women of the Year at The Drum Creative Awards 2017

  04-12-2017 15:00
  2017 has been the year to push boundaries and shine a light on equality within the industry. Now more than ever, following the Harvey Weinstein scandal, it is important to recognise creative women and their contribution to the work created and the changes they make, for the sector.
  That is why The Drum Creative Awards, in sponsorship with Facebook Creative Shopand partnership with Creative Equals, brought back the creative women of the year category, for a second year. The category was launched
  
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• HBO creates Game of Thrones experience featuring frozen ice cave

  04-12-2017 14:53 via campaignlive.co.uk
  HBO is staging an immersive night of viewing to celebrate the launch of Game of Thrones season seven on BluRay and DVD.
  
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• 2017 year in review: Campaigns of the year

  04-12-2017 14:24
  Burger King, ‘Google, Home of the Whopper’
  With brands clamouring for attention, it takes something innovative to stand out. That’s what Burger King managed with its ‘OK Google’ stunt, devised by agency David.
  The 15-second ad, which was on YouTube before being aired on US TV, was designed to activate Google’s voice assistant speaker Google Home by asking “OK Google, what is the Whopper burger”. In response, the device replied with a list of Whoppe
  
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• How can we encourage more inclusivity in advertising? (Part 1)

  04-12-2017 14:19
  It can be said that inclusiveness in advertising has taken a step forward this year, particularly with campaigns such as McCann New York's 'Fearless Girl' that champions female empowerment and leadership, and more recently Smirnoff's partnership with the LGBT foundation for its campaign 'We're Open', which hopes to encourage a more socially inclusive experience for the LGBTQ+ community on nights out.
  Although efforts have been made, there’s no doubt that there’s still
  
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• Hennessy takes consumers on multi-sensory journey in New York

  04-12-2017 14:19 via campaignlive.co.uk
  Hennessy, the Cognac brand, is hosting its first engraving kiosk and highlighting the 'seven sensory chapters' of the drink.
  
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• Disney to ditch dad stereotypes in movies & marketing as it urges other brands to follow suit

  04-12-2017 14:15
  Disney has found a disconnect between the way dads see themselves and the way they are portrayed in media and advertising, issuing a call to other brands to ditch fatherly stereotypes as it realigns its own marketing to better unlock the demographic’s commercial potential.
  While many family brands are focused on the purchasing power of mum, Disney has been working on a piece of deep qualitative research examining how changes to modern family life and social dynamics have affected dads acro
  
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• Three UK debuts dog-sitting business to celebrate return of Netflix series The Crown

  04-12-2017 13:57 via campaignlive.co.uk
  To mark the return of The Crown to Netflix this week, Three UK is giving fans of the show the chance to binge watch the series with a corgi for company.
  
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• Tatler on hunt for new editor as Kate Reardon resigns

  04-12-2017 13:33
  Tatler editor Kate Reardon has resigned after seven years at the helm of the high society magazine.
  Gavanndra Hodge, the title's deputy editor, will oversee Tatler in the interim with a successor to be announced in the New Year. Reardon said she will share the news of her new venture "when it’s appropriate".
  Reardon becomes the third high-profile editor to leave Condé Nast Britain this year, following Alexandra Shulman's exit from British Vogue in January, and Jo
  
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• Take a look at this year's Magical Lantern Festival

  04-12-2017 13:29 via campaignlive.co.uk
  The third Magical Lantern Festival is this year being staged in London, Birmingham and Leeds.
  
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• After a turbulent year, here's five reasons to be optimistic about marketing in 2018

  04-12-2017 13:29
  For many reasons 2017 has been turbulent year, and the industry has certainly had its highs and lows. From developing tech and GDPR to sexism and diversity, brands and businesses alike have been challenged in every direction. However, in the face of adversity, there have been some really uplifting highlights which give us reason to be optimistic and excited for the future of our creative industry.
  1. VR & AR really showed their potential
  VR and AR aren’t new news, but in 2017 these tec
  
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• Ad of the Day: Age UK’s cyclical film explores the unrelenting seasons of elderly isolation

  04-12-2017 12:50
  Age UK has rolled out a multi channel Christmas campaign in collaboration with Manning Gottlieb OMD and Drum, urging people to donate so that no old person feels as if Christmas is just another day of isolation.
  The film 'Just Another Day' was conceptualised by Drum and directed by Philippe Andre as an extension of the ongoing campaign 'No One Should Have No One'. The spot portrays the life of an elderly man who follows a similar daily routine throughout the year without any human cont
  
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• Technology trends report points to ‘Augmented Humanity’ in 2018

  04-12-2017 12:24
  In 2018, technological interfaces will become more natural and instinctive, technology will automate repetitive tasks to free up time for creativity and compassion, and artificial intelligence will meet emotional intelligence, according to a new trends report from global digital agency Isobar.
  Published today, ‘Augmented Humanity, Trends Report 2018’ sees experts from the Isobar team around the world define five key trends in the evolving relationship between humanity
  
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• Trevor Robinson believes ad industry is stuck in a bubble when it comes to diversity

  04-12-2017 12:11
  Trevor Robinson OBE, executive director and founder of Quiet Storm, has said he believes that the ad industry continues to operate with a “bubble mentality” when it comes to diversity. In a recent issue of the magazine, he told The Drum that a lack of inclusion was suffocating creativity, isolating key consumers and overlooking valuable employees.
  The biggest downside of this mentality – and what Robinson calls his “greatest source of anger” – is the indu
  
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• NPower plugs in sustainable energy push by rebranding boyband Blue as ‘Green’

  04-12-2017 11:59
  NPower is showing off it’s green credentials with a tongue-in-cheek mockumentary in which the utilities provider rebrands 2000’s boy band Blue as ‘Green’ as part of a blind embrace of all things sustainable.
  Launched to help raise awareness of the energy suppliers Go Green tariff the promo aims to communicate to viewers that their own Green efforts need not be as cringeworthy as Blue’s. The piece reunites all four band members brought together by their new ‘ma
  
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• Nails Inc launches gifting chatbot ahead of Christmas rush

  04-12-2017 11:58
  Nails Inc has launched a Facebook Messenger chatbot to help customers find the perfect Christmas gift for a loved one. The Messenger bot, designed by creative technology agency Tangent, was built using various segmentation data points to create a more personalised experience.
  Sophia Evgeniou, digital director at Nails Inc said: “As a new addition to the Nails Inc team, and at an extremely hectic time of year, it was obvious the customer journey was in need of some atten
  
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• Sara Bennison calls on marketers to combat hateful comments on social media

  04-12-2017 11:04 via campaignlive.co.uk
  Nationwide's chief marketing officer Sara Bennison has called for brands to actively confront users who post hate and bigotry on their social media.
  
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• Facebook opens London HQ with 800 jobs pledge

  04-12-2017 11:03
  Facebook is doubling down on its commitment to the UK with a pledge to add a further 800 people to its payroll in the country – on the same day that it opened its new London headquarters.
  Half of Facebook’s London employees will be engineers, ensuring that the UK hub will become Facebook’s largest engineering base outwith the US, and it will house a start-up incubator to help grow native digital businesses.
  Nicola Mendelsohn, Facebook's EMEA vice president, said:
  
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• Creative Work of the Week: Sky Cinema relives a mum & daughter’s Favourite Things over 25 years

  04-12-2017 11:00
  Creative Works voters have named Sky Cinema’s celebration of the Sound of Music – and the bond it creates through the generations – as their Creative Work of the Week.
  The ad recounts a mother and daughter watching the Rodgers & Hammerstein classic over the course of a quarter of a century. One of the first films to ever be broadcast by Sky, the film is shown first to a wide-eyed four-year old watching Julie Andrews’ performance of My Favourite Things for the fir
  
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• 5 evergreen hacks for content marketing in 2018

  04-12-2017 11:00
  As we leave 2017 behind, we can be sure 2018 will be just as packed with new digital features, challenges and opportunities. One thing that won’t change for the bulk of social media and content marketers is that time and resources will remain at a premium. With that in mind, here are some low-hanging, evergreen(ish) hacks to boost engagement no matter what 2018 brings.
  The challenge of tech and tactic fatigueBack in 2014 the terms “content fatigue” and “content shock&rdqu
  
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• How Fridge Raiders put influencers at the heart of its brand turnaround

  04-12-2017 10:53
  Fridge Raiders’ turnaround story is one of epic proportions that delivered ROI way beyond our expectations.
  With our product struggling for sales and a main rival – Peperami – that outspent us on marketing and enjoyed greater awareness, we needed our small brand to find a big voice.
  This challenge was compounded by the fact that as a nation we prefer to snack on crisps (average penetration 70%) versus meat snacks (average penetration 18%) – and so in the context of the br
  
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• BMW revives partnership with Tate Modern for immersive exhibition

  04-12-2017 10:47 via campaignlive.co.uk
  The Ten Days Six Nights series of installations and performances returns for a second year, with a focus on pioneer of performance art Joan Jonas.
  
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• Watch the public review this year's biggest Christmas ads

  04-12-2017 10:46 via campaignlive.co.uk
  Campaign and behavioural research agency Watch Me Think asked members of the public to view the John Lewis, Marks & Spencer, Tesco and Sainsbury's Christmas ads and tell us what they thought of them.
  
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• Creative Works EMEA featuring FCB Inferno, W+K Amsterdam, Design Bridge and more

  04-12-2017 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 11 December.
  For
  
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• Facebook's new London office will generate 800 extra jobs

  04-12-2017 10:34 via campaignlive.co.uk
  Facebook is opening a new London office by the end of 2018 that will let it expand to 2,300 people in the UK - an increase of 800 new jobs.
  
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• Toys R Us to shrink UK footprint by a quarter in face of mounting losses

  04-12-2017 10:13
  Christmas is offering scant relief to struggling children’s specialist retailer Toys R Us with the American chain seeking to stem heavy losses by closing down a quarter of its UK real estate.
  Should the dramatic contraction win approval from 75% of its creditors the move would jeopardise some 25 of the chain’s 105 British outlets, potentially leaving hundreds of jobs hanging in the balance.
  Toys R US UK is expected to go public on a Company Voluntary Arrangement (CVA) later this week
  
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• Amazon's Treasure Truck to make UK city stops

  04-12-2017 09:23 via campaignlive.co.uk
  Amazon's shopping experience is heading to London and Manchester.
  
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• Pret, Apple, plain packaging: Everything that matters this morning

  04-12-2017 08:50
  Calls to extend plain packaging could cost the drinks industry $293bn
  The drinks industry could stand to lose $293bn if calls to extend plain packaging beyond tobacco products are enforced, according to a new study.
  The analysis by Brand Finance looks at the potential financial impact of such legislation across four categories, including alcohol, confectionery, savoury snacks and sugary drinks, with drinks brands found to be most vulnerable.
  Eight major brand-owning businesses were analysed. The
  
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• Google, Facebook, GE: Everything that matters this morning

  04-12-2017 08:50
  Google pulls YouTube from Amazon devices
  Google and Amazon have been caught in rather unusual public spat, with Google criticising the online retailer for a “lack of reciprocity”. It has said it will block YouTube from two Amazon devices, and criticised the online retailer for not selling Google hardware.
  The companies are in fierce competition with one another, with both parties looking to dominate areas such as cloud computing and online search, and sell voice-controlled gadgets li
  
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• Disney, Facebook, Samsung: Everything that matters this morning

  04-12-2017 08:50
  Rupert Murdoch restarts Fox sell-off talks with Disney
  According to reports, 21st Century Fox has restarted talks with Disney over plans to sell large parts of the company.
  Disney wants to acquire the 20th Century Fox movie studio as well as Murdoch’s 39% stake in British satellite broadcaster Sky. And although any deal would break-up Murdoch’s media empire, he would still keep the likes of Fox News and its broadcast network.
  Disney’s move comes as Fox’s move to gain full
  
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• CES, retail sales, Creative England: Everything that matters this morning

  04-12-2017 08:50
  CES draws marketers’ fire for all-male headliners
  The Consumer Electronics Show in January often sets the tone for the year in the world of consumer technology, highlighting the trends that manufacturers see as having mass-market potential, but it is also receiving criticism for its lack of diversity. All six of the headline speakers currently named on its website are men, five of them white. That has led campaign group Gender Avengers to issue an ‘action alert’ demanding that
  
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• Asda, Primark, Bitcoin: Everything that matters this morning

  04-12-2017 08:50
  Asda puts 800 jobs at risk as it chases Aldi and Lidl
  More than 800 senior Asda shopfloor workers are facing a pay cut or redundancy in the New Year as the supermarket looks to keep pace with Aldi and Lidl.
  In a document seen by the Guardian, Asda told workers it needed to cut costs so it could “close the price gap” with rivals Aldi and Lidl, stating that being the “cheapest of the big four” was no longer a “viable business model.”
  The document also revealed t
  
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• Coalition Against Piracy calls Singapore ‘a haven for pirating copyrighted programming’

  04-12-2017 08:18
  The Coalition Against Piracy, which counts Walt Disney, HBO, the National Basketball Association and the English Premier League as members, has called Singapore ‘a haven for pirating copyrighted programming’.
  According to Bloomberg, the coalition wants the Singapore government to block pirating software in legitimate set-top boxes that allows unauthorized streaming of thousands of movies, TV shows and live sporting events.
  These set-top boxes can be found at local electronics stores
  
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• Grapeshot China diaries: My advice to businesses entering China is focus on building connections

  04-12-2017 08:11
  We’ve learned first-hand that advertising in China comes with its own set of opportunities – and challenges.
  In part one of the series, learning the imperative of linguistics was shown to be both a personal and business challenge (and opportunity).
  Earlier this year, smartphone users in China saw something a little odd on WeChat – a series of illustrated gifs, detailing the adventures of a group of astronauts landing on a fiery red planet. It was a branded post, but for what br
  
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• How Subway’s mission to fight global hunger and feed the hungry also boosted restaurant sales

  04-12-2017 08:08
  Subway donated 13.3 million meals to charities around the world as a result of its global campaign to fight global hunger on World Sandwich Day.
  The Subway Live Feed campaign, which was created by J Walter Thompson Sydney, ran in 60 countries globally and saw sales at the 40,000 contributing restaurants increase by up to 20%.
  Subway partnered with local hunger-relief charities for the global real-time, data-led campaign which saw a meal donated to charity for every Sub purchased on World Sandwic
  
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