Marketing news

• US Creative Work of the Week: State Farm reminds people not to forget to give after holidays are over

  10-01-2018 19:53
  People give plenty during the holiday season, and that includes to those most in need. But often when the holidays fade into memories, so do those who still need our help. That's the concept behind a State Farm ad that reminds people to continue to give even when the tree and tinsel have come down.
  As a way to remind people that the season of giving never ends and highlight the importance of giving back regardless of the time of the year, State Farm created a post-holiday initiative to drive awa
  
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• The positive effects of collaboration in brand integration

  10-01-2018 18:36
  What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
  Matt Miller, executive producer of Lethal Weapon on Fox, in many ways is just that. Over his esteemed career, he has shown his chops as a director, writer and, in a 1996 short called Understanding Olivia, got in front of the camera as an actor.
  Imbued with an
  
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• Colin Lewis: The key to marketing success is changing your mindset

  10-01-2018 18:13
  The mind of a marketer can be a delicate thing. We like to think that we’re logical, reasonable and objective in our insight. The truth really is that we’re all bad at being objective. We prefer to solve problems by asking: which ideas do I already have, and know well, and how can I apply them to the situation at hand? Daniel Kahneman calls this tendency the “availability heuristic”. And it is toxic to having a great marketing mindset.
  I was reminded of this recently by s
  
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• Diet Coke hopes a sleek rebrand and some new flavours can reignite sluggish sales

  10-01-2018 17:56
  The Coca-Cola Company is looking to solidify the future of Diet Coke in North America with a new colourful rebrand that brings with it a handful of premium fruity flavors.
  Over the last few years, sales of Diet Coke in the region have plummeted, partly cannibalized by Coke Zero and even Coke Life. 2017, conversely, saw the rebranding of Zero to Zero Sugar in the US and the end of Life in the UK – where sales of the drink have also been fizzling out. 
  In 2016, Coca-
  
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• Huawei releases AI-powered phone Honor View 10

  10-01-2018 17:36 via campaignlive.co.uk
  Huawei debuted its "AI-powered" phone, the Honor View10 at CES this week which it claims is one of the first to use a Neural Network Processing Unit.
  
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• The Sun pre-tax loses drop from £63m to £24m in 2017

  10-01-2018 17:26
  News UK-owned tabloid The Sun slashed its pre-tax loses in 2017 to £24m amid a print slump and legacy bills from the phone hacking scandal.
  The Guardian reports that the UK’s most read tabloid spent £51m handling legal costs and charges related to phone hacking. On the bright side, it dodged a potential bill from HMRC around employment tax liabilities of £55m which could have threatened its pursuit of profit.
  The publication dropped £8.5m on redundancy payments
  
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• Grant's picks Pablo as lead global ad agency

  10-01-2018 16:51 via campaignlive.co.uk
  Grant's has appointed Pablo as its lead global ad agency as it aims to position the whisky as a modern brand and find new ways to involve its audience.
  
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• When the temperature drops, Brits click on travel, family and fashion

  10-01-2018 16:11 via campaignlive.co.uk
  This winter's bitter weather has made Brits more open to online advertising, particularly travel ads as they plot their escape.
  
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• Marketing to over 55s: Turning silver into gold with a meaningful approach to older consumers

  10-01-2018 16:03
  Brand marketing’s obsession with millennials over the past few years looks likely to transfer onto generation Z or centennials (as they’re otherwise known) in the year ahead.
  However, while strategies around engaging youth continue to dominate, another age demographic with an average online spend of €7bn a year, according to GlobalWebIndex, is being increasingly marginalised by advertising.
  The over-55s, the grey market, or the silver surfers as they’re often referred, hol
  
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• Only a third of businesses completely understand marketing

  10-01-2018 15:39
  Being understood by the wider organisation and working within a company that values your worth is integral to the happiness of marketers. Of those questioned, 34.8% say marketing is completely understood by their company, where it is seen as an investment and placed at the heart of everything.
  This is compared to 50.2% who say marketing is somewhat understood by their company and 13.5% who say marketing is not understood at all by the rest of the business.
  According to Marketing Week’
  
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• Ad of the Day: Owen Wilson butchers French language in spots for Oreo Peanut Butter

  10-01-2018 15:32
  Owen Wilson has been making a commercial name for himself in Europe. First, he waxed poetic for Sofology, and now he’s butchering the French language in new spots for Mondelez International’s Oreo peanut butter cookie.
  In two of the new spots, Wilson sits on a tranquil French park bench, touting the peanut butter Oreo after saying, in a very American accent, his name and the cookie. In one, he stops a passing jogger and asks him how to say peanut butter. After some awkward exchanges,
  
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• Pitch update: Tourism Ireland creates agency shortlist, plus General Mills, Hovis, and more

  10-01-2018 15:21 via campaignlive.co.uk
  Keep up to date with the latest in agency new business with Campaign's Thursday round-up of pitch lists, reviews and wins.
  
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• InMobi acquires AerServ for $90m to bolster programmatic ambitions and US presence

  10-01-2018 15:15
  InMobi, a company historically known as a mobile ad network, has announced the purchase of AerServ for a $90m fee in the hope that the newly combined offering will prove a lucrative proposition to publishers.
  The transaction was announced today (January 10) with the acquisition taking place in cash and stock, with the pair claiming the offering will help publishers better monetize their inventory using mobile video inventory via the InMobi Exchange.
  With this investment,
  
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• G-Eazy ends partnership with H&M over 'racist' imagery issue

  10-01-2018 14:51
  Rapper G-Eazy has joined The Weeknd in cutting ties with clothing brand H&M following the publication of a ‘racist’ image of a child.
  He wrote on his social media accounts: "Over the past months I was genuinely excited about launching my upcoming line and collaboration with H&M. Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I've decided at this time our partnership needs to end."
  "Whether a
  
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• 10 things we should just agree on that will make marketing better in 2018

  10-01-2018 14:42
  Brothers and Sisters chief executive Matt Charlton thinks there are 10 things all of us in marketing should all be able to agree on in 2018. Let's find out if he's right.
  1. TV seems to work really well for a lot of brands. Thinkbox have a lot of data to prove it. Most of my clients use it as their key business driver. It’s not dead. It is though rather expensive.
  2. Social media can work well for brands if aimed at the right audience and the KPIs are clear. But it is much better when it h
  
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• US Creative Works: Featuring DCX Growth Accelerator, Omelet, Fortnight Collective and more

  10-01-2018 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, 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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• Isobar promotes US VP Dave Meeker to global innovation role

  10-01-2018 14:27
  Global digital agency Isobar has promoted Dave Meeker to the position of global director, emerging technology, with immediate effect.
  In addition to his current US responsibilities as a vice president, Dave will be responsible for expanding Isobar’s innovation and emerging technology offering globally. He will work closely with teams across Isobar’s 45 markets and with the technology and innovation specialists in Isobar’s Nowlabs across US, APAC, Brazil and EMEA. Meeker will co
  
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• Kristof Fahy joins Hostelworld as customer chief

  10-01-2018 14:21 via campaignlive.co.uk
  Former Ladbrokes Coral marketing boss Kristof Fahy has joined booking website Hostelworld as its first chief customer officer.
  
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• Pick of the week: Tinder's colourful animation takes dating back to basics

  10-01-2018 14:17 via campaignlive.co.uk
  James Page enjoys how Tinder's ad tackles class divide, homophobia and other issues getting in the way of relationships.
  
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• Bella Hadid beats Kendall Jenner to the crown of brands’ most coveted celebrity endorser

  10-01-2018 14:02
  Models Bella Hadid, Kendall Jenner and Gigi Hadid have been named as the top celebrity endorsers of 2017, according to new research from Celebrity Intelligence.
  The engagement company scraped 60,000 celebrity profiles to compile the top 20 list based on the volume of endorsements each luminary bagged last year. Bella Hadid jumped six places to land on top of the pile, having inked 14 endorsement deals with designer brands such as Versace, Bulgari, Fendi and Alexander Wang.
  The report noted how h
  
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• Formula E fuels future by sealing ‘historic’ title sponsor in ABB

  10-01-2018 13:31
  Formula E has picked up its first ever lead sponsor in tech company ABB in a partnership that will look to champion electric-powered mobility on – and off – the race track.
  Since its founding in 2014, the motorsport has been gaining in prominence but has been on the hunt for a lead partner. The hunt is now over with the signing of a multi-deal partnership that sees the competition crowned the ABB FIA Formula E Championship.
  Alejandro Agag, founder and chief executive of Formula E, sa
  
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• Unidays eyes ad budgets with agency-rivalling content division

  10-01-2018 13:28
  Student discounting site Unidays has launched a content division that is working directly with marketers to target the so-called Gen-Z demographic in a move that’s putting it in direct competition with traditional ad agencies.
  Unidays launched in 2011 as a site that pooled all retailers offering discounts into one place which 'verified' students could then access. Over the past seven years, it has expanded into 32 countries including the UK, China, the US and Australia and now counts
  
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• Turkey of the week: On the Beach's sandcastle man is one big 'why?'

  10-01-2018 13:18 via campaignlive.co.uk
  Brittaney Kiefer is puzzled by the strategy behind On the Beach's ad campaign.
  
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• Paul Gubbins joins Unruly UK as programmatic lead

  10-01-2018 13:14 via campaignlive.co.uk
  Video ad tech company Unruly has hired Paul Gubbins as its UK programmatic lead.
  
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• Successville comedian Tom Davis takes a tour of Movidiam’s network in latest campaign video

  10-01-2018 13:08
  Comedian and Murder in Successville star Tom Davis is taken on a white-knuckle ride around the world - from an LA studio backlot to the foothills of the Himalayas – in the latest video from Movidiam’s #nopressure campaign.
  The project, The Studio Tour, was created and delivered inside four weeks to promote the capabilities of the Movidiam’s creative production platform and network to deliver always-on-content. Produced by Albane Prioux, the team was made up entir
  
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• Duke of Cambridge supports Calm’s Do It Day campaign, #BestManProject

  10-01-2018 12:51
  Following the success of the Best Man Project, a campaign created at The Drum’s Do It Day, Calm is preparing for a visit from the Duke of Cambridge.
  The campaign, created by a team of industry individuals in November, encouraged men to talk to a friend when they were feeling low or in a crisis. The idea came from the behaviour of men when they were asked to be the best man at a wedding, hoping friends would talk to one another during their key life moments, when they are feeling emoti
  
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• Understanding the role of technology in marketing

  10-01-2018 12:23
  Such is the speed of technological change that research shows four out of five executives feel overwhelmed and underprepared for the challenges of the next five years. Hardly surprising – for some, the next five years will see more change than the last 20.
  In the last event of MOI Global’s 2017 series of Disrupt Forum dinner discussions, three technology experts revealed where marketers should focus.
   
  Technology to fit your business phase
  It sounds obvious, but avoid being over
  
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• Campbell's Soup targets Hong Kong market with soup truck

  10-01-2018 12:12 via campaignlive.co.uk
  Campbell's Soup has set up a soup truck in Hong Kong to raise money for charity.
  
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• People on the move featuring Fox UK, AMV BBDO, Sony, BBC and more

  10-01-2018 12:00
  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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  Fox UK
  Former NBC Universal managing director, Colin McLeod, has been appointed as general manager of Fox's channel operations.
  Starting in a part time role before going full time in March, McLeod will oversee the UK channels Fox, National Geographic, Nat Geo Wild and BabyTV.
  Visualso
  
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• Campaign Diary: It's 'Lights, camera, Frampton!' as exciting new YouTube channel launches

  10-01-2018 11:57 via campaignlive.co.uk
  Havas' former UK media chief launches on yet another social media channel, while RPM treks to the South Pole taking along Campaign.
  
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• AMV BBDO's Rob Steeles joins Realise and Amaze and ECD

  10-01-2018 11:44
  AMV BBDO creative director, Rob Steeles has departed the agency to join Realise, Amaze and Branded3 as executive creative director.
  Coming aboard the digital innovation and customer experience agencies, in the newly formed role, Steeles will answer to group managing director, Fiona Proudler.
  The company describes Steeles' new role as being "the guardian of creativity and innovation, acting as the connector between the agencies strategic thinkers and the creativ
  
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• Army's ad strategy switch grabs headlines ... before ads air

  10-01-2018 11:41 via campaignlive.co.uk
  Huge publicity has surrounded the British Army's forthcoming new recruitment campaign after some of the ads found their way onto the internet ahead of the official campaign launch.
  
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• Andrew Willshire: Will this be the year the online advertising bubble bursts?

  10-01-2018 11:38
  The story of how Joe Kennedy preserved his family fortune when so many others lost their shirts has passed into legend. When he started getting stock tips from the shoeshine boy, he knew that everyone was already in the market and the only way was down.
  He called his broker and sold all his holdings, just days before the 1929 stock market crash that triggered the Great Depression. He escaped with his wealth intact; most did not.
  Bubbles are a common historical phenomenon. Charles Mackay’s
  
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• Ikea offers free cribs to pregnant mums who pee on its ad

  10-01-2018 11:33
  Ikea has hit upon a sure-fire headline generating ruse after dreaming up an unconventional crib promotion which promises discounted cribs with just one catch – pregnant mothers must pee on the advert to claim their prize.
  Elevating toilet reading material to a whole new level the women’s magazine promotion employs colour changing technology as used on pregnancy test kits to reveal a hidden discount code when urine is applied, together with confirmation as to whether the reader happen
  
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• Models-turned-influencers are the biggest celebrity endorsers in 2017

  10-01-2018 11:21
  Models with a large social media influence are the top celebrity endorsers for brands in 2017, according to a new report by Celebrity Intelligence.
  Model Bella Hadid was the number one celebrity endorser for her work with high end fashion brands such as Versace, Fendi and Alexander Wang.
  Hadid is a model who has a huge following across a multitude of social media platforms with 16.4 million Instagram followers and 960,000 followers on Twitter.
  Bella’s older sister Gigi came third and is an
  
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• Britons are anxious, pessimistic and looking for a reason to pull together in 2018

  10-01-2018 11:13 via campaignlive.co.uk
  A national poll paints a picture of a nation that is gloomy about the year ahead due to worries about Brexit, housing and the NHS.
  
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• Accenture acquisition spree continues with CGI specialist Mackevision

  10-01-2018 11:13 via campaignlive.co.uk
  Accenture's acquisition spree in the advertising and marketing sector is continuing into 2018 with the purchase of Mackevision, a global producer of CGI and immersive content for brands and filmmakers.
  
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• Twitter and Snapchat tapped for Fox Sports Fifa World Cup 18 packages

  10-01-2018 10:50
  Sports rights seem to be one of the major battlegrounds for the social media and internet companies in 2018. In this vein, Twitter and Snapchat are reported to have won different Fifa World Cup 2018 highlights via Fox Sports in the US.
  Twitter announced that it will host an exclusive daily Fox Sports show from presenter Rachel Bonnetta in Moscow’s Red Square during the competition. The show will feature guests like Rob Stone, Landon Donovan, Kate Abdo, Alexi Lalas,
  
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• British Army touts ‘emotional support’ in £1.6m recruitment drive

  10-01-2018 10:33
  The British Army is adopting a change in tack as part of continued efforts to bolster its manpower, this time focusing on the ‘emotional support’ a career in the military can provide.
  This message is being conveyed via a £1.6m advertising campaign spanning radio, TV and online which seeks to tackle head on some of the issues which may have deterred potential recruits in the past.
  These include issues relating to religion and sexuality as the Army seeks to address preconceptions
  
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• One third of Chinese internet users hail rides digitally

  10-01-2018 10:14
  For the online Chinese populous, the convenience of getting a lift via an online service is too good to miss, according to new eMarketer data.
  According to the research firm, one third (31.5%) used an apps like Didi Chuxing and Dida Pinche, or Uber for anyone outside China, in 2017. This number will rise to 38% by 2019, or 290.3 million people.
  Despite these businesses only really launching in China three years ago, they now claim a large proportion of internet users. Emarketer puts this down to
  
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• Oath catalogues six consumer drivers via Brand Love Index

  10-01-2018 09:53
  Oath is sharing some love for the new year with the debut of a new brand index which categorises the key qualities that inspire consumers to embrace brands.
  The Brand Love Index marks the culmination of a global research study drawn from 150,000 consumers scattered across 13 nations, helping to define six drivers of ‘brand love’ that bridge all ages, sexes and nationalities.
  Top of this list of half a dozen was ‘Exceeds Needs’, where a brand goes above and beyond what is
  
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• Margot James named as new UK digital minister

  10-01-2018 09:20
  The United Kingdom has acquired a new broadband overseer following the appointment of Margot James MP as Minister of State for Digital as part of a wider reshuffle of government.
  A prominent remainer James faces a bulging to-do list not least delivering her government’s long stated ambition of improving broadband and mobile coverage across the nation.
  The UK presently lags its continental neighbours, most of whom have now established a firm goal of reaching 100% coverage 30Mbps+ superfast
  
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• Google to introduce Google Pay to its digital payments platform Tez in India

  10-01-2018 08:52
  Google has announced that it is set to introduce its culminated payment platform, Google Pay to its digital payments platforms 'Tez' in India.
  Google Pay will be made available online, in-store, and across Google products, as well as for paying friends. Google Pay is already available on Airbnb, Dice, Fandango, HungryHouse and Instacart.
  Pali Bhat, Google's vice president of product management of payments wrote in a blog post: "Today, we’re excited to announce we’ll be bringing toget
  
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• ‘We have made some big bold changes as a business’ Group M’s global chief investment officer, Nick Theakstone on his new role

  10-01-2018 08:47
  The nature of the relationship between media owners and media buyers will need to continue to change in the evolving new media sector, according to Nick Theakstone, GroupM’s new global chief investment officer.
  Speaking to The Drum after the news of his new role broke, stepping up from chief executive of Group M for EMEA, Theakstone explained the need for the creation of the role to meet the needs of the ever-transforming media marketplace and advertisers.
  This is the latest installment of
  
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• Why Now’s Sarah Levitt makes alcoholic candyfloss | Creative Pursuits

  10-01-2018 08:45
  A trip to Japan inspired Now's associate creative director to create her own brand of candyfloss – infused with alcohol in true Soho style. Sarah Levitt tells the story of Sweet Mother Fluffer in the latest episode of Creative Pursuits.
  Levitt creates her alcoholic candyfloss at home in Canonbury, mixing sugar, liquors and flavourings in a pink flossing machine bought from Amazon. Her housemates have become accustomed to trays of sugar soaking in different liquors and the wisps of swe
  
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• Storm in a tin can: will the Irn-Bru brand withstand recipe revolt?

  10-01-2018 08:40
  Scotland loves Irn-Bru – and Irn-Bru loves Scotland back. Celebrated by both the hungover and the sweet-toothed for its legendarily restorative qualities and unique taste, the brand enjoys the kind of public goodwill usually reserved for football greats. The soft drink’s manufacturer, AG Barr, has traded on its Scottishness as much as possible, whenever possible, sponsoring the lower divisions of the Scottish football league, projecting its ads on to the Unesco-protected limbs of the
  
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• Pizza Hut brings on board Ventureland Asia to expand its digital strategy in India

  10-01-2018 06:22
  Pizza Hut has appointed Ventureland Asia to enhance its online marketing strategy in the Indian market with a digital-first approach. 
  Ventureland Asia will collaborate with Baaash, the digital communication and content division company of the Creativeland Asia Group. Pizza Hut will further leverage Ventureland Asia's finance, technology and research to gain customized customer insight.
  Prashant Gaur, chief brand officer, Pizza Hut India, said a key part of the appointment was finding an ag
  
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• The Drum Digerati Asia Pacific 2018: who are the most influential individuals working in the APAC digital industry?

  10-01-2018 03:00
  The Drum is bringing its annual ‘who’s who’ of the digital advertising industry to Asia Pacific, The Drum Digerati Asia Pacific, and we need your help in highlighting the exceptional few.
  With the Asia Pacific region showing some of the most exciting digital trends and many markets showing incredible innovation, it’s time to shine a light on the individuals behind it. Not least because the fragmented and diverse nature of the region makes innovation and world class digita
  
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• Alibaba new retail expansion continues with plans to launch 30 Hema stores in Beijing

  10-01-2018 01:37
  Alibaba plans to open 30 Hema supermarkets in Beijing this year as the ecommerce giant continues to expand its “new retail” strategy.
  The expansion will bring Beijing’s total stores to 35 in a bid to provide the city’s consumers with greater access to its merged online and offline shopping experience.
  The move is part of a strategy by Alibaba to create a “three-kilometer ideal living community” concept, according to Alibaba’s Alizila publication.
  The con
  
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• Dyson ad spiked for implying indoor pollution more damaging to health than exhaust fumes

  10-01-2018 01:00
  The Advertising Standards Authority (ASA) has banned an ad from Dyson for implying that indoor pollution was more damaging to health than outdoor pollutants. 
  The spot in question was designed to promote the Dyson Purifier Heater, an air filtration device.
  Three members of the public believed the ad exaggerated the health risks posed by pollution levels in a typical domestic kitchen, including by drawing a comparison with a car exhaust, and challenged whether the ad’s c
  
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