Marketing news

• Five rules for digital China: Part two

  05-12-2017 23:44
  Hylink Digital’s US office was opened a year and a half ago to help Chinese clients enter the US while also supporting American brands in their efforts to tap and approach China’s booming (sometimes chaotic) market. Being constantly inundated with questions from US clients on digital China, they’re always asking: what really gives?
  Navigating the market in China can be tricky. For brands looking to enter the Chinese market, it’s critical to first under
  
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• Former 4A's president and chief executive Nancy Hill launches consultancy

  05-12-2017 22:53
  Previous 4As president and chief executive officer Nancy Hill has announced the opening of her new consultancy, Media Sherpas.
  The goal of Hill’s new endeavor is to "help brands, agencies and others within the media landscape connect, explore and collaborate." Media Sherpas looks to be an advisor to companies and help grow their businesses by simplifying the commercial content experience through a "focused and deliberate practice for each aspect of the communication ecosystem."
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• Outdoor retailers unite in protest of Trump's decision to shrink national monuments

  05-12-2017 22:34
  REI, Patagonia and other prominent outdoor retailers are united in a voice, loudly speaking out against President Trump's recent decision to shrink the size, by roughly two million acres, of two national monuments in Utah.
  REI stated on Twitter: "We just lost millions of acres of protected land. But we remain united as a community. Join us in solidarity by changing your profile pic to this photo. #UnitedOutside."REI on Twitter
   
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  Patagonia's tweet, which also served as a pop-up me
  
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• What kind of CEO can revive Chipotle’s brand?

  05-12-2017 22:24
  Once the darling in quick serve restaurants, Chipotle has endured a series of issues that has put it in a difficult situation for both consumers and shareholders. Steve Ellis, the embattled CEO and founder of the Denver-based company, announced that he is stepping down (but will remain in the chairman’s role) and there is plenty of speculation on what the next steps will be for the company to rebound.
  One question that is arising is what background the new CEO should have to right the ship
  
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• Rapid Reaction: What do you think of CES's response to the lack of keynote diversity?

  05-12-2017 19:14
  CES has been getting a lot of backlash for its lack of inclusion of women and people of color in its lineup of keynote speakers. The six speakers are all male and five of the six are white, which caused a social media storm in reaction from the likes of Cindy Gallop, HP's Antonio Lucio, Brad Jakeman, among others.
  CES has cited a "limited pool" of female leadership as the main reason.
  We want to know your thoughts about this situation. Please answer the short questionnaire be
  
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• How Google's crowdsourced GPS app is succeeding as 'the only screen in the car'

  05-12-2017 18:51 via campaignlive.co.uk
  If you don't drive to work, you probably haven't heard of it - but GPS app Waze is proving indispensable for users and a lucrative new channel for brands.
  
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• Ipso creates stamp of approval for high quality journalism outlets

  05-12-2017 18:23
  UK press watchdog (Ipso) has revealed the logo it will use to signify news sites that have committed to a level professional standards and accountability.
  The group worked with McCann London to develop the symbol that will adorn some 2,500 publications that reach the required standards. Ipso claims that this will help separate fake news purveyors from professionally-trained journalism teams.
  McCann London said the design was simple and proud. It includes the strapline ‘For press freedom wi
  
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• Mother Los Angeles brings on Joe Staples for executive creative director + partner role

  05-12-2017 18:13
  Mother announced the hire of Staples, a Wieden + Kennedy vet to help tack down its west coast expansion as their new partner and executive creative director.
  The NY-based indie brought Staples in to lead all creative coming from the Los Angeles office. Staples was an executive creative director at Wieden+Kennedy’s Portland office, where he oversaw the advertising, technology, and design for brands such as Nike, Coca Cola, Old Spice, Chrysler, and Weight Watchers.       
  
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• Lumiere London to feature illuminated singing see-saws and flamingos

  05-12-2017 18:02 via campaignlive.co.uk
  Lumiere London will feature illuminated singing see-saws in Mayfair, flamingos in Chinatown, and a Matisse-inspired animation on the facade of the Royal Academy of Arts.
  
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• UK Top Shazamed Ads: Become a unicorn with iPhone X's Animoji's

  05-12-2017 18:00
  The Drum's Shazam chart is based on the number of times each ad has been Shazamed over the past week using the music identification app.
  If you ever wanted to be a unicorn, Apple's iPhone X is giving you the chance to live your animoji dreams. The colourful and interactive ad (TBWA\Media Arts Lab), usurping John Lewis from the number one spot, shows off just what you can do with your new emoji self, with a sampling of Big Boi's 'All Night'. 
  Three mor
  
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• November's top trends show Black Friday and Cyber Monday buzz is not dead yet

  05-12-2017 17:55
  Anticipation surrounding this year’s Black Friday and Cyber Monday was at an all-time high for the struggling retail industry as in-store purchases continue to decline.
  As a result, stores promoted their Black Friday sales earlier than ever before offering the same big sales online and in-stores. By catering to the Black Friday audience, early insights suggest stores were able to capitalize on the biggest shopping day of the year.
  Understanding the Black Friday Audience
  Black Friday deals
  
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• US Navy to launch branding campaign and tagline during Army-Navy football game

  05-12-2017 17:48
  The Army-Navy football game is one of the oldest and most storied contests in the history of college football. This Saturday, December 9, in Philadelphia, the US Navy will be telling a new story ­as it launches a branding campaign targeting the current generation – Centennials / Gen Z – of recruits. The launch will also mark the debut of the Navy’s new tagline, ‘Forged by the Sea.’
  Show me entity :: 16840
  ‘Sea to Stars,’ the first in a series of comm
  
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• Mark Ritson: Why you should fear the ‘digital duopoly’ in 2018

  05-12-2017 17:23
  Long shadows, overly emotional TV ads and the uniform presence of Christmas trees in every shop window mean only one thing in marketing land: it is time for media agencies to look back at the current year’s ad spend and also project their estimates for the one that awaits us in January.
  That’s exactly what GroupM, the largest media agency in the world, did this week at the UBS Global Media and Communications Conference in New York. But that is not what made the headlines. Among a ki
  
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• British Airways partners Time Out for pop-up promoting top 2018 destinations

  05-12-2017 17:21 via campaignlive.co.uk
  British Airways has kicked off a marketing drive aimed at showing off what it believes are the top destinations for holidaymakers next year.
  
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• Nick Emery on Mindshare at 20: Media agencies need punk spirit, not navel-gazing

  05-12-2017 17:08 via campaignlive.co.uk
  The agency model is in flux, clients want to handle media differently, and WPP is lagging behind new rivals. But Nick Emery is talking about 1997, not 2017.
  
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• CES says all-male keynote speaker lineup is result of ‘limited pool’ of female CEOs

  05-12-2017 17:06
  Over the past few days, CES has been heavily criticized by marketers for announcing a keynote speaker lineup that’s almost exclusively white and male.
  Cindy Gallop, former president of PepsiCo’s global beverage group Brad Jakeman, HP chief marketing officer Antonio Lucio and JPMorgan Chase chief marketing officer Kristin Lemkau have all called out the annual tech conference on Twitter in recent days for failing to include any women in the keynote lineup.
  The Consumer Technology Assoc
  
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• Dulux owner AkzoNobel appoints MediaCom to £60m global account

  05-12-2017 17:00 via campaignlive.co.uk
  AkzoNobel Decorative Paints has appointed MediaCom to its global media planning and buying account, consolidating its business with the GroupM agency.
  
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• 'The career' is dead, here's how to avoid 'the redundancy trap'

  05-12-2017 17:00
  Adtech industry expert Volker Ballueder reflects candidly on a year of mergers and acquisitions (M&A) in the martech space, and muses on how the uncertain times can actually present opportunity for those willing to move with the times, namely the likely rise of the 'career consultant.'
  We are living in uncertain times. Brexit, Trump and maybe even a war in North Korea or the Middle East, natural disasters around the globe. Yet, in times of change, there are opportunities.
  When I talk about o
  
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• Should brands steer clear of the World Cup?

  05-12-2017 16:37 via campaignlive.co.uk
  With Fifa's reputation in tatters and mounting concerns over hooliganism in the host country, would brands be wise to avoid next summer's World Cup in Russia?
  
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• Secrets of Black Friday weekend 2017 revealed in Salecycle infographic

  05-12-2017 16:36
  This year’s Black Friday weekend broke all previous records, with sales up almost 17% on 2016, according to a new infographic created by Salecycle.
  Using client data to track spending patterns across Black Friday weekend, Salecycle’s findings reveal that, for the first time ever, Cyber Monday sales overtook those of Black Friday in the US, with $6.59bn spent, making it the biggest online sales day in history.
  On Black Friday, the peak hour for online sales was between 4 and 5pm, but
  
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• Making boxed wine premium: How one brand is looking to change Brits’ perceptions

  05-12-2017 16:12
  Ask the average Brit what they think of boxed wine, and there’s a good chance they’ll look at you as if you’ve asked them to lick the floor.
  Yet Rob Malin is convinced UK consumers are on the cusp of changing their minds. He is one of the co-founders of When In Rome wine, which prides itself on selling “premium craft wine” from independent Italian producers. Each journey starts in Verona when around 1,800 boxes – equivalent to around 12,000 bottles of wine &nd
  
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• The Outnet.com and Refinery29 create window display experience

  05-12-2017 16:05 via campaignlive.co.uk
  The Outnet.com, the Net-a-Porter-owned outlet shopping site, is encouraging people to star in a window display.
  
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• 'It's disruption gone mad': Digital Podge presents terrifying vision of marketing's future

  05-12-2017 15:59
  What does the future of marketing look like? If you believe the organisers of the Digital Podge lunch, we're about to see big data implants, office drone dogs and pop-up digital transformation dinner parties become all the rage.
  But don't take their word for it. This dystopian vision for the business was in fact created to promote the annual networking event's 2017 theme, 'Post-Truth', and so a world in which artificially intelligent clients use 'Content Tinder' to swipe away agencies' crap
  
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• Brands – stop worrying about being unique and start focusing on emotion

  05-12-2017 15:55
  A certain fetish exists around the idea that brands must communicate that there is, rather romantically, something totally unique about them. After all, wouldn’t customers just buy from any old business offering the same thing?
  But in reality, when we buy something, hire an agency, or make a friend, how unique they are is not our primary concern. We don’t want a lawyer with a totally unique take on contract law. We might find it odd if our accountant claimed an unconventional approac
  
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• 'Stay hungry': Beyond the Brief with Nayantara Dutta, J. Walter Thompson

  05-12-2017 15:30
  To celebrate its 100th anniversary, the 4A’s has partnered with The Drum to pull back the curtain and look at an industry full of problem solvers, creative types and analytical minds. But what keeps them going once the briefs are written, the campaigns executed, and the pitches won (or lost)?
  Nayantara Dutta is a trends researcher at J. Walter Thompson where she has been since August. In this position, she manages social media and SEO strategy across Instagram, Twitter, and Facebook, as we
  
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• The Branded Content Barometer: Christmas Special

  05-12-2017 15:05
  As branded content grows in stature within the marketing mix of the biggest brands in the world, in this special feature, RedPill reviews three branded videos and assesses the reasons behind their social performance.
  The rating system scores videos across five categories (awarding a maximum of 20% for each category): originality; on brand; creativity; craft; and shareability. The sum of all five scores produces a rating out of 100%.
  Turkey, Every Which Way | Tesco #EveryonesWelcome
  Video of Turk
  
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• News Corp debuts new ad platform News IQ promising premium first party data insights and brand safety assurances

  05-12-2017 14:30
  News Corp has unveiled its latest digital offering News IQ, a ‘brand safe’ advertising platform boasting an audience of over 140 million in the US alone, that features all its first-party data insights for the first time.
  News Corp chief executive Robert Thomson has been among the most vocal critics of the pitfalls of the digital media landscape, especially of environments that run ads against user generated content. Earlier in the year, the media giant’s Times of London editor
  
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• BMW hired Zone after realising its future won’t be selling cars online

  05-12-2017 14:13
  BMW was one of the first car brands to launch an e-commerce offering. However, the hire of digital agency Zone this week has sent a message about where its future lies – and it’s not in selling cars online.
  The brand launched its e-commerce platform in 2015. Its head of marketing told The Drum a year later that sales were strong and it was seeing “an increase month on month,” especially from the higher end of the product range.
  But the bulk of conversions from browser to
  
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• YouTube to recruit thousands of new staff to tackle ‘troubling’ content

  05-12-2017 14:04
  YouTube’s CEO Susan Wojcicki has unveiled further measures to battle unsuitable content after it found itself in hot water once again – this time for allowing child abuse videos to be hosted on the platform.
  Commenting in a blog post entitled ‘Expanding our work against abuse of our platform’, Wojcicki admitted that while YouTube is mostly used as a “force for creativity,” there is also a “more troubling” side to the platform.
  To combat this, she s
  
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• YouTube to recruit 10,000 new staff to tackle ‘troubling’ content

  05-12-2017 14:04
  YouTube’s CEO Susan Wojcicki has unveiled further measures to battle unsuitable content after it found itself in hot water once again – this time for allowing child abuse videos to be hosted on the platform.
  Commenting in a blog post entitled ‘Expanding our work against abuse of our platform’, Wojcicki admitted that while YouTube is mostly used as a “force for creativity,” there is also a “more troubling” side to the platform.
  To combat this, she s
  
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• YouTube targets 10,000 new staff to tackle ‘troubling’ content

  05-12-2017 14:04
  YouTube’s CEO Susan Wojcicki has unveiled further measures to battle unsuitable content after it found itself in hot water once again – this time for allowing child abuse videos to be hosted on the platform.
  Commenting in a blog post entitled ‘Expanding our work against abuse of our platform’, Wojcicki admitted that while YouTube is mostly used as a “force for creativity,” there is also a “more troubling” side to the platform.
  To combat this, she s
  
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• Pick of the week: BBC steals the show with its heart-warming Christmas ad

  05-12-2017 13:24 via campaignlive.co.uk
  Brittaney Kiefer thinks BBC One delivered the best Christmas ad of the season.
  
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• Pop group Blue changes name to Green in Npower stunt

  05-12-2017 13:20 via campaignlive.co.uk
  Npower has partnered with noughties boyband Blue to promote its green tariff.
  
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• Winning your attention: how YouTube’s gone mobile

  05-12-2017 13:15
  In order to win the coveted attention of consumers on their mobile phones – a very personal space – brands need to align with their audiences’ interests and passion points. The Drum explores how advertisers can maximize their video investment by rethinking YouTube’s role in their mobile media plan.
  When you consider the distribution strategies for this year’s Christmas ads, the impact of the growth of mobile video is obvious. There’s been a spate of teaser cam
  
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• Marketoonist on being customer-centric

  05-12-2017 13:14
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.comor on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on being customer-centric appeared first on Marketing Week.
  
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• What happens as marketers shift from algorithms to AI and other 2018 predictions from Kantar

  05-12-2017 13:03 via campaignlive.co.uk
  Next year will be the start of the shift from marketing algorithms to AI, predicts Kantar Millward Brown.
  
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• NFL creates fan experience in Times Square

  05-12-2017 13:03 via campaignlive.co.uk
  The NFL is offering fans in New York the chance to get closer to the game with an experience where they can enter into blocking, jumping and throwing competitions.
  
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• Uber India partners with Delhi Traffic Police to urge people to not drink and drive

  05-12-2017 12:54
  Uber India partnered with Delhi Traffic Police to roll out a campaign to raise awareness on drunk driving incidents and promote road safety.
  The 'Don’t Drink and Drive' campaign aims to discourage people from driving under the influence of alcohol. Uber will further offer a 50% discount on trips taken between 9pm to 2am. Promotional codes will also be available at 'Don’t Drink and Drive Kiosks' and at all police checkpoints in the form of flyers with a message to not drink
  
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• Adwatch: Warburtons ad will raise a smile on even the most jaded of shopper's lips

  05-12-2017 12:39 via campaignlive.co.uk
  Theo Izzard-Brown, the chief strategy officer of McCann London, salutes the unashamed populism of Warburtons' "Pride and Breadjudice" by WCRS.
  
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• Mattessons Fridge Raiders joins forces with Call of Duty for code-breaking mobile game

  05-12-2017 12:29 via campaignlive.co.uk
  Meat snacking brand Mattessons has teamed up with Activision's Call of Duty franchise to launch a challenge designed to test the code-breaking skills of players.
  
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• Karmarama's work for the British Army wins DMA Grand Prix

  05-12-2017 12:28 via campaignlive.co.uk
  Karmarama's "This is Belonging" campaign for the British Army took home the top prize at the DMA Awards 2017.
  
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• Blackwood Seven closes London office as it goes all in with AI offering

  05-12-2017 12:28
  AI-driven media analytics firm Blackwood Seven has shut its London office after just a year of operation as it enters a period of corporate restructuring.
  The agency said it was closing is UK operation as it moves away from media implementation and goes all in with its SaaS-based AI platform that is designed to increase transparency around marketing spends.
  A statement from the agency read: “Our UK vision was never to be a traditional media agency, but to offer advertisers direct access to
  
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• Eight pillars to power personalisation

  05-12-2017 12:15
  In the age of the customer, merchants both online and offline are focusing on a common theme: how can I provide the best customer experience? To achieve the desired level of customer experience, one of the methods we turn to is personalisation.
  Everyone is unique. We like different food, drink, clothes, entertainment and we take different types of holidays. Customers, regardless of industry sectors, prefer a personal touch when dealing with an organisation or a member of staff from that organisa
  
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• New York Times halves free article limit to bolster subscriber numbers

  05-12-2017 11:36
  The New York Times is to significantly cut free articles in a bid to bolster its subscriber numbers by reducing its monthly free roaming limit from 10 to just five before blocking further access in the hope that readers will spend.
  The change, marking the first change to the Times paywall since 2012, will be enacted from Friday and come amidst a hectic news schedule dominated by exclusive stories connected to carious scandals within the Trump administration and Hollywood sexual harassment allega
  
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• Video game Destiny 2 releases accompanying Alexa skill

  05-12-2017 11:27 via campaignlive.co.uk
  Bungie, Activision and AKQA are aiming to capitalise on the potential of voice for interactive gaming with an Alexa skill to accompany video game Destiny 2.
  
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• Think small: five mistakes big businesses make when dealing with SMEs

  05-12-2017 11:10
  The small business market is, in fact, rather large. Over 99% of all businesses in the EU are classed as SMEs (small-to-medium-sized enterprises) and in the UK alone their combined revenue is around £1.8 trillion. (Source: Eurostat)
  Clearly selling to small businesses is a huge deal for big businesses, and many are savvy to the opportunity. 70% of marketers have said they believe the SME market is extremely important to their business and 38% have said they are looking to aggressively boos
  
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• Sainsbury's gets celebs opening their big mouths in 'Speak Out' social campaign

  05-12-2017 11:09 via campaignlive.co.uk
  Sainsbury's is launching a social video campaign in which pairs of celebs attempt to pronounce lines from "Every bit of Christmas", the song in its festive TV ad, using mouthpiece game "Speak Out".
  
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• Mobile payments on Target with ‘Wallet’ debut

  05-12-2017 11:04
  US retailer Target has embraced the mobile payments revolution with the launch of ‘Wallet’, a proprietary app that enables shoppers to check out in store via their smartphone by scanning product barcodes.
  Customers will benefit from exclusive perks such as coupons and discounts simply by utilizing the technology through special barcodes that introduce savings at the point of sale, functionality that already existed but is now augmented by the ability to pay using a Target Redcard.
  Th
  
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• Mind the gap: How location data bridges the digital and offline customer experience

  05-12-2017 11:00
  Tracking customers across digital and offline channels is a huge challenge for marketers. According to a 2015 survey by Signal, six in 10 marketers say fragmented data collection is negatively impacting their marketing efforts.
  In the fourth of a five-part series from The Drum and Verve on Everything You Need to Know (EYNTK) about Location-Based Advertising, we explore how location data can help bridge the on and offline customer experience.
  Consumers are increasingly relying on their mobile pho
  
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• How can we encourage more inclusivity in advertising? (Part 2)

  05-12-2017 11:00
  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 s
  
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