Marketing news

• Why 2018 Will Be the Year of Augmentation

  06-12-2017 23:30
  In 2017, a standout trend was technology converging with physical fabrication to create a deeper brand experience for consumers. Humans learn and create memories through experience and interaction rather than passive consumption, so as a means of deepening their relationship with consumers, brands have learned the importance of creating enjoyable memories beyond the one-to-one consumer transaction and content play. The fabrication of custom physical products—whether sneakers, coffee stoppe
  
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• Geico goes into space with latest ‘Count On’ ad featuring a star captain who loses his keys

  06-12-2017 22:37
  After a successful introduction with a game-playing sloth, Geico is adding to its new ‘Count On’ campaign with a spot that aims for the stars, delivered from the Martin Agency.
  The latest installment of the campaign is called ‘Captain’ and features a brash, swashbuckling space captain who is about to save the day when tragedy strikes. And by tragedy, that means the totally relatable moment of misplacing his keys, but with consequences of his ship being blown to smithereen
  
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• All Nippon Airways extends partnership with CNN and Anthony Bourdain for ‘Perfect Dish’ online series

  06-12-2017 21:36
  Anthony Bourdain’s culinary and cultural explorations have had him globehopping for decades, but with sponsorship from All Nippon Airways (ANA), his empire is growing with a new digital series, ‘The Perfect Dish: Asia.’
  ANA has continued its sponsorship of the ‘Explore Parts Unknown’ digital video companion to Bourdain’s CNN series, ‘Parts Unknown’ to include an eight-part video series titled ‘The Perfect Dish: Asia.’
  The series feature
  
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• US Creative Work of the Week: Bodega Cat from the New York Lottery brings warm fuzzies for the holidays

  06-12-2017 20:28
  For the second time in just over a month, the New York Lottery is a favorite of our North American readers, this time for a feel good holiday spot.
  In 'Bodega Cat,' a friendly feline in a neighborhood bodega watches his owner smilingly deal with customers and give him a comfortable home in the process. As the owner leaves for the evening during the holiday season, we watch the cat as he pads through the aisles, ingeniously putting together a bag of unknown goodies. We see him riding the bus, the
  
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• Thomas Cook partners with Channel 4 for Secret Life of 5 Year Olds On Holiday

  06-12-2017 19:09 via campaignlive.co.uk
  Thomas Cook has teamed up with Channel 4 to create a special one-off edition of its Secret Life of 5 Year Olds.
  
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• Turkey of the week: Sainsbury's social game is banal

  06-12-2017 18:22 via campaignlive.co.uk
  Alex Player won't be joining in Sainsbury's 'Speak out' challenge.
  
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• Iceland says celebrity-driven ads are now a ‘thing of the past’

  06-12-2017 18:09
  When you think of Iceland, it’s hard not to conjure up images of Kerry Katona and Peter Andre clutching shopping bags, thanks to the brand’s celebrity-driven approach to advertising in recent years.
  However, it’s not a road the retailer plans to go down again anytime soon, according to new marketing director Mel Matson, who took up the role 10 months ago. She says the frozen foods brand now has a huge opportunity to establish itself as “retail’s best kept secret&rdq
  
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• The Marketing Academy reveals its 2018 fellows

  06-12-2017 17:51
  Top marketers from brands such as The Walt Disney Company, The Wall Street Journal and Coca-Cola are among 19 marketing leaders who have been chosen to take part in The Marketing Academy’s prestigious Fellowship programme next year.
  The nine-month programme is designed to provide a pathway for talented CMOs and marketing bosses by arming them with the essential skills required to transition into board and CEO roles.
  Not-for-profit organisation, The Marketing Academy, developed the programm
  
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• Football Association appoints Wieden & Kennedy for pre-World Cup campaign

  06-12-2017 17:48 via campaignlive.co.uk
  Wieden & Kennedy has been appointed to the creative account of one of the most challenging brands in the country: the England men's football team.
  
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• Dan Bennett tapped as global chief innovation officer for Grey Group

  06-12-2017 17:44
  Grey Group global chief Michael Houston has announced the hiring of Dan Bennett to the newly-made position of chief innovation officer.
  In his new role, Bennett will be responsible for driving Grey's digital agenda globally, infusing the agency's work with technological innovation and capitalizing on consumer data and analytics.
  Bennett left McCann Worldwide as chief digital officer, where he was for two years, “working closely with strategic and creative teams across the agency to de
  
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• Campaign Christmas quiz: How well do you remember 2017?

  06-12-2017 17:43 via campaignlive.co.uk
  How well do you remember these advertising, marketing and media moments from 2017? Test your knowledge in Campaign's annual Christmas quiz.
  
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• Bacardi-backed Swizz Beatz exhibition returns to Miami

  06-12-2017 17:28 via campaignlive.co.uk
  Swizz Beatz's art exhibition, which is supported by Bacardi, is returning to Miami after a two-year tour around the world.
  
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• Can 2018 make the Internet great again?

  06-12-2017 17:05
  Recently, I was invited to an event run by BIMA and by Digitas LBI grandly titled ‘Making the Internet Great Again’. At times in 2017 that’s seemed like an impossible task. For advertising in particular, trust is a serious problem. One quarter of all Europeans have set up an adblocker. 'Fake news' is the phrase of 2017 according to Collins. Brand safety concerns have seen brands withdraw advertising from YouTube, Daily Mail and The Sun.
  There is no quick fix, but a manifesto ba
  
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• People on the move featuring Airbnb, Tatler, Telegraph and more

  06-12-2017 17:00
  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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  Darren McLeod has joined Big Partnership in Manchester as client strategy director to support the agency's growing client list as it grows into the North West. McLeod joins from Agent Marketing in Liverpool, where he led the strategy and planning team. 
  Steve Lucas has been
  
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• Publicis UK hires duo to strengthen creative and production processes

  06-12-2017 16:51 via campaignlive.co.uk
  Publicis UK has continued its recent spate of senior appointments by hiring Tim Bath from Abbott Mead Vickers BBDO and Ben Joyce from Jaguar Land Rover.
  
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• Publicis UK goes on hiring spree to strengthen creative and production processes

  06-12-2017 16:51 via campaignlive.co.uk
  Publicis UK has continued its recent spate of senior appointments with two external hires.
  
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• WaterAid uses empty water buckets to raise awareness of child poverty

  06-12-2017 16:23 via campaignlive.co.uk
  WaterAid has placed 800 empty water buckets along the River Thames to represent the number of children who die every day due to a lack of clean water.
  
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• How weak and wobbly Theresa May needs to power up or meet her final meltdown

  06-12-2017 16:19
  Madame Tussauds may have a dilemma on its hands. The Theresa May replica it recently installed at a cost of £150,000 should ideally be remodelled to remain a true likeness of the embattled prime minister.
  MayBot’s current waxwork wears the orange power suit she wore to meet Donald Trump and portrays the archetypal Tory Iron Lady, but today the living model is looking pretty rusty.
  Madame Tussauds' PR note that she will be decapitated once she leaves office, which in my opinion, might
  
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• How the WomenPresent initiative aims to get more female speakers on stage

  06-12-2017 16:08 via campaignlive.co.uk
  It's been said time and again that women need to be seen and heard on stage more at events in order to inspire others.
  
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• The Meghan Effect: relevance can't be faked, but agility can be learned

  06-12-2017 16:00
  We all knew Meghan Markle was coming and that she was going to be news. But as Prince Harry’s new fiance admitted herself in that joyful interview, even she didn’t quite realise how huge. If ever a news story coincided with the zeitgeist and had a perfect symbol, Meghan is it.
  Her official arrival was a stone landing in glassy water. The ripple effects are already being felt by the royal family and the media alike. This is profound disruption and brand owners and marketers should tak
  
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• Joining the dots around the consumer: The future of mobile location data

  06-12-2017 15:50
  In the last few months, The Drum has been on a journey with Verve in the back of a London cab exploring the ins and outs of location data. In the final episode of Everything You Need to Know (EYNTK) About Location-Based Advertising, Ian James, general manager international at Verve, explores the future of mobile location data intelligence.
  Over the course of the series, James has explained how data derived directly from the device opens up a whole world of new opportunities for marketers –
  
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• Peruvian billboard campaign collects air pollution to warn of the health hazards of contaminants

  06-12-2017 15:25
  Lima, Peru is the second most polluted city in Latin America, according to the World Health Organization, and an out-of-home (OOH) campaign collected that air pollution to warn residents of the health hazards.
  McCann Lima worked with Peruvian gas company Calidda to produce ‘Lima Is Talking,’ an innovative project that collected actual air pollution to communicate the risks of automobile pollution and promote the benefits of natural gas.
  The campaign wrote a message in pollution to lo
  
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• Mars’s CMO on driving growth and the evolution of evidence-based marketing

  06-12-2017 15:20
  Andrew Clarke is on a mission to make Mars a place where marketers can be brave in what he describes as a “difficult and disruptive” time for the industry.
  He believes more businesses should trust their marketers to produce the right work while putting a bigger focus on diversity, something which has been evident in the work Maltesers and Snickers have delivered in recent months.
  Clarke stepped into his role since last year, following the departure of Mars’ global CMO Bruce McC
  
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• Why an ad tech platform abandoned 'lad culture' and improved its gender diversity

  06-12-2017 15:05 via campaignlive.co.uk
  When Paul Wright joined automated buying platform Iotec last year, only 20% of its workforce was female. Today, it's 35%.
  
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• Gant enlists Glasgow fashion students for digital magazine drive

  06-12-2017 14:24
  Swedish-owned brand Gant has partnered with fashion students at Glasgow Caledonian University to develop a branded digital magazine.
  It is touching down with the next generation of fashion students at the Glasgow-based university to develop content and original photography around the brand.
  The publication looks to showcase Gant’s latest collection but also tell stories relevant to the brand, standing in line with its latest comms drive. The activation has been integrated in
  
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• The power-play taking place behind the scenes of YouTube’s brand safety crisis

  06-12-2017 14:00
  YouTube’s ongoing brand safety issues have thrust the media industry into crisis, with advertisers and media agencies also in the dock, all three parties close the year in the midst of a power-play.
  An investigation by The Drum into the more recent episodes of the saga, shows widespread disagreement over culpability, U-turns and finger-pointing from many quarters, all played out in the court of public opinion.  
  YouTube's struggles to prevent ads from running against&nb
  
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• Indian brands Marico, ShopClues and Ford share insights on how digital has changed consumer behaviour at 'Google for India'

  06-12-2017 13:40
  Industry experts shared their insights on how brands can leverage digital to drive their business at the third edition of 'Google for India' event organized by Google.
  Google also shared details about new Google tools that enable advertisers to measure and attribute audiences better for example store visits for YouTube and store sales direct.
  It further showcased how brands can connect with customers through cross screen audiences and measurement, custom affinity and intent and life events.
  Acco
  
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• US Creative Works: Featuring Humanaut, BBH NY, Zulu Alpha Kilo and more

  06-12-2017 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, creative credits and more, click on the project to expand to full screen and click on the stars to vote. To submit work for our US Creative Works section, fill out this online form.
  To vote for
  
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• DCM Studios to advise creative and 'transform how brands utilise the power of cinema'

  06-12-2017 13:27
  DCM has launched a new creative division to consult on how brands can better integrate with cinema showing confidence in the medium's growth.
  DCM, serves about 82% of UK screens with ads, touching down with Cineworld, Odeon, Vue, Curzon Cinemas, Everyman Cinemas, Picturehouse Cinemas and the independents. It hopes it can use its industry contacts and expertise to better contextualise creative to the big screen – and hopefully deliver higher ROIs.
  “P
  
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• 2017 year in review: Vote for your favourite campaign

  06-12-2017 13:00
  For a recap on all the campaigns visit 2017 year in review: Campaigns of the year
  The post 2017 year in review: Vote for your favourite campaign appeared first on Marketing Week.
  
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• Why Benetton's provocative photographer Toscani thinks advertising is 'totally stupid'

  06-12-2017 12:52 via campaignlive.co.uk
  Oliviero Toscani, the photographer famous for creating controversial ads for Benetton, is back with a new campaign and still intent on provoking his audience. He tells Brittaney Kiefer why advertising is "stupid" and calls for brands to shake up their creative approach.
  
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• Event360 2018 to take place on 31 May

  06-12-2017 12:30 via campaignlive.co.uk
  Campaign is launching Event360, the annual creative forum for brand experience.
  
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• How real human design can help overcome fake news

  06-12-2017 12:27
  Fake news has seeped into every part of our lives. It’s everywhere.
  Increasingly, we the audience struggle to tell the difference between what’s real and what’s fake. Without the tools to know the truth, how can we find reliable sources for our daily information?
  Digital media titans including Google, Facebook, Twitter and YouTube, have a responsibility to actively monitor content and should be ethically accountable for the impact of fake news and content surfacing on their pla
  
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• Campaign Diary: Oh what a night - Campaign Big Awards in pictures

  06-12-2017 12:07 via campaignlive.co.uk
  Last Wednesday, the best and the brightest of the UK ad industry gathered at Old Billingsgate to celebrate the finest in British commercial creativity.
  
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• Secret of record $450m Da Vinci sale: Reach the audience beyond the audience

  06-12-2017 11:50 via campaignlive.co.uk
  Why did a painting suddenly leap in value and smash sales records at auction? Nothing changed, except the way the painting was marketed, Ian Leslie explains.
  
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• 4As chief Kaplowitz on shifting agency landscape: 'Not so much consolidation as leveraging the strength a holding company may have'

  06-12-2017 11:43
  The changing structures of the major ad agency networks is just part of the nature of the industry believes the recently inducted 4As president and chief executive officer, Marla Kaplowitz who discussed the current climate in which her member agencies operate, while also discussing her work so far (and what lies ahead) in the role.
  “Holding companies are always going to be looking at what the opportunities are to maximize effectiveness of their portfolio," Kaplowit
  
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• How Glenfiddich is targeting 'single malt gifters' this Christmas

  06-12-2017 11:39 via campaignlive.co.uk
  Glenfiddich, the William Grant & Sons single malt Scotch whisky brand, is targeting "single malt gifters" over the Christmas period with an experience that helps people find the perfect serve for them.
  
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• Budweiser's booze-free beer Prohibition stars in anti-drink drive Christmas campaign

  06-12-2017 11:36 via campaignlive.co.uk
  Budweiser's new alcohol-free sub-brand, Prohibition, features in an ad campaign aimed at tackling drink-driving over the Christmas period.
  
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• BMW Facebook ad banned over ‘zero emissions’ claim

  06-12-2017 11:16
  A paid-for BMW Facebook post has been banned after the Advertising Standards Authority (ASA) decreed that its ‘zero emissions’ claim for i3 electric car was nothing but hot air.
  The issue stemmed from a statement relayed within an accompanying video. The German brand said: “Having driven petrol guzzling cars before, I realised that it is now time to switch to an electric car. With zero emissions, the i3 really is a clean car and helps to give back to the environment.&
  
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• Movers and shakers: Airbnb, Turner, Publicis, M&C Saatchi, Tatler, CHI and more

  06-12-2017 10:31 via campaignlive.co.uk
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• YouTube to be withdrawn from Amazon Fire TV in bitter streaming war

  06-12-2017 10:03
  Google has upped the stakes in a bitter ongoing feud with Amazon after decreeing that its YouTube service would no longer be available on Fire TV or the Echo Show video device from 1 January.
  At issue is a perceived lack of ‘reciprocity’ with Amazon failing to offer equal access to Google’s products and services, prompting the dramatic rebuke.
  Explaining the measure, Google said in a statement: "We've been trying to reach agreement with Amazon to give consumers access to each o
  
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• Johnston Press profits as i newspaper advertising share rises

  06-12-2017 09:32
  The market-beating performance of the i newspaper has continued under the stewardship of Johnston Press with average monthly profits now at £1m between September and November 2017.
  Profits have been fueled by an increase in margins from 20 to 30% post-acquisition coupled with a year-on-year increase in advertising market share, cost savings and an increase in circulation of the Saturday edition of 12,000 since being relaunched in September.
  This has helped propel print advertising northwar
  
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• Blis launches Smart Trends tool to help marketers have a deeper understanding of consumer behaviours

  06-12-2017 09:06
  Blis has announced the beta launch of Smart Trends, a new analytics tool that allows marketers to analyse consumer behaviour, including audience profiling, exposure, attribution by capturing and activating mobile movement data.
  The location data technology company claims Smart Trends can offer in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, contextual, time/day and device type analysis,
  
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• Twitter India revenue increases by 17% in FY2017

  06-12-2017 08:37
  Twitter India recorded a 17% increase in revenue during the 2016-2017 period as reported by Economic Times.
  Twitter's net profit saw an increase of 15% to INR Rs.4 crore. Meanwhile its rival, Facebook India has seen an increase in its revenue by 93% to Rs 341.8 crore; and the profit has increased from Rs. 31 crores to Rs. 40 crores, while Google India sales jumped 44% to Rs 7,208.9 crore in FY17.
  A Twitter spokesperson clarified that the report showed the operating revenue for Twitter Commu
  
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• India becomes Twitter's second biggest market with a revenue increase of 17% between 2016-2017

  06-12-2017 08:37
  Twitter India recorded a 17% increase in revenue during the 2016-2017 period, which makes the country Twitter's biggest market outside of the United States.
  As reported by Economic Times, Twitter's net profit saw an increase of 15% to INR Rs.4 crore. Meanwhile its rival, Facebook India has seen an increase in its revenue by 93% to Rs 341.8 crore; and the profit has increased from Rs. 31 crores to Rs. 40 crores, while Google India sales jumped 44% to Rs 7,208.9 crore in FY17.
  A Twitter spokespers
  
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• What do users really think about Snapchat’s redesign?

  06-12-2017 08:28
  Last Wednesday, Snap announced details about the upcoming design overhaul of its flagship app, Snapchat. Snap has claimed that users are at the heart of this redesign, but it also represents an effort to exert greater control over advertising on the platform. As the changes are rolled out, some groups are likely to benefit more than others.
  The most significant change is that content which Snap deems ‘media’ will now be separated from content deemed ‘social’. This divisio
  
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• Let's agree to kill marketing once and for all

  06-12-2017 07:52
  The idea was posed to me at a recent marketing roundtable and it was a reaction to Coke axing the role of their global CMO.
  The room was big, one of those hotel venues with velvet walls and too many mirrors, but it suddenly felt small and hot. There was a moment of stillness while I internally debated my response.
  Was the end of marketing upon us?
  Of course the question was tongue in cheek, and immediately rejected by the group. After all, we were a bunch of long term CMOs, so it was a bit like
  
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• My 25 tips from 25 years in media – the Guardian's commercial chief

  06-12-2017 07:33
  This December marks 25 years in the media business for The Guardian News & Media's commercial director, Nick Hewat. His career spans from radio to news brands and every disruption we've seen in the digital world. Here, he reflects on what he has learned over that time, offering an insight for each day of the nativity calendar (how very festive).
  You should never move jobs for more money, say the people who invariably have money. But you should certainly only move for
  
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• Mashable cuts staff worldwide and is set to close its Asia Pacific office after sale to Ziff Davis

  06-12-2017 05:01
  After digital media company Mashable closed its sale to Ziff Davis this week, it began retrenching its staff in its offices around the world and is set to close its Asia Pacific office in Singapore.
  According to Recode, Mashable’s founder Pete Cashmore announced the job cuts to staff in a memo. “It is never easy to see colleagues and friends depart the company. While such decisions are difficult and painful, I can assure you they were made only after very careful consideration and ba
  
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• Facebook collaborates with Singapore's MCCY to combat terrorism online

  06-12-2017 04:32
  Facebook has announced a collaboration with Singapore’s Ministry of Culture, Community and Youth (MCCY) to launch its #SpeakUpSpeakOut workshops, which aims to provide community and religious groups in Singapore with the skills and knowledge of best practices to promote social cohesion and resilience.
  The #SpeakUpSpeakOut workshops, which was mooted after a dialogue session with Singaporea’s Prime Minister Lee Hsien Loong about terrorism in July this year, also aims to enable th
  
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