Marketing news

• Judges unveiled for Campaign Media Awards as entry deadline looms

  17-01-2018 23:20 via campaignlive.co.uk
  Industry leaders from Wavemaker, Hearts & Science, Accenture Interactive, Bloomberg and Brainlabs are among the judges for the revamped 2018 Campaign Media Awards.
  
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• Spike's Farewell: We Are Social and Paramount give explosive sendoff via Facebook Live and Instagram

  17-01-2018 22:35
  We Are Social created the interactive sendoff for Spike in preparation of the launch of the rebranded Paramount Network, utilizing Facebook Live and Instagram to complement the channel's current airing of grievances.
  Utilizing Facebook and Instagram's live functionality, Spike viewers had the ability to use reactions and text to destroy the iconic logo using flaming arrows, a sledgehammer pendulum, and cannons.
  In the campaign, Spike has become increasingly vocal towards his replacement Paramoun
  
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• CES isn’t about the hardware anymore: it’s about software, data, and the connection behind it all

  17-01-2018 22:30
  For marketers who have been enamored by the annual ceremonial unveiling of the latest gadgets, you might have missed a critical trend which has crept into the halls of CES: it isn’t about the hardware anymore.
  Instead, it’s about the software, data, and the ubiquity of connection behind it all. Nine times out of ten, a new piece of tech that can’t connect to a larger ecosystem (or at least a larger brand campaign) won’t be able to do much for your brand.
  That’s why
  
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• Nestle is selling its US candy brands to Italy’s Ferrero for $2.8bn

  17-01-2018 20:44
  Nestle is selling its US confectionary branch to Italy’s Ferrero, the maker of Nutella, for $2.8bn.
  The move comes as the food giant looks to prioritize areas that show more growth potential. In a statement, Nestle’s chief executive Mark Schneider said that the divestment would allow the company to “invest and innovate across a range of categories where we see strong future growth and hold leadership positions, such as pet care, bottled water, coffee, frozen meals and infant nu
  
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• Branded Entertainment Network unveils major enhancements to its four key platform functions

  17-01-2018 20:03
  Branded Entertainment Network (BEN), which connects global brands to consumers through the power of popular entertainment, and also presents The Drum’s ‘What’s the Story?’ video feature, has unveiled major enhancements to its four key platform functions: searching integration opportunities, planning integration campaigns, executing the campaigns and measuring results.
  The company also announced that it delivered over 5,000 brand integrations worth in excess of $1bn d
  
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• The Indian ad industry to grow with a compound annual growth rate of 11% till 2020, says report

  17-01-2018 19:50
  The Indian ad Industry is expected to grow with a compound annual growth rate (CAGR) of 11% till 2020, according to a collaborative report by Dentsu Aegis Network and Exchange4Media group (DAN-E4M).
  The ad industry is bolstered by video ad spends which accounted for 19% of the overall spend in digital advertising and is further expected to grow by 38% till 2020. 
  It is also boosted by the rollout of 4G, reducing data costs, increasing smart phone penetration and increasing time sp
  
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• Why all agencies should treat themselves like a top client

  17-01-2018 17:57
  We’ve all been there. The rebrand that’s been planned for over a year, the website that desperately needs updating or the discarded awards submission – all stretching far beyond their assigned deadlines as client work continues to come in and take precedence.
  After all, as agencies, our clients are our business. We get paid for the work that we do and therefore it’s understandable to regard any internal work as taking precious hours away from billable time. Yet, our busin
  
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• US Creative Work of the Week: Amigos for Kids raises awareness of signs of child abuse

  17-01-2018 17:37
  A very serious subject got a thoughtful campaign and earned the respect of our readers, who voted it the US Creative Work of the Week.
  Indie agency Republica partnered with non-profit organization Amigos for Kids to create a public service announcement to help raise awareness about the subtle signs of child abuse that, unfortunately, often go unnoticed. The work was inspired by the insight that abused children often hide subconscious clues of their situations in classroom drawings, so Amigos for
  
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• Richard Robinson: Modern marketing requires relentless learning and development

  17-01-2018 17:17
  Ever since 1996, when Morgan McCall, Michael Lombardo and Robert Eichinger asked 200 executives to self-survey how they thought they learned, the principle of 70:20:10 has become commonplace best practice, if not the perceived truth, for how people learn in the workplace.
  If you’re unfamiliar with the model, it suggests that “development generally begins with a realisation of current or future need, and the motivation to do something about it”. And within this it offers a prin
  
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• Frank Lampard heads up Barclays' Premier League 'game changing' diversity and inclusion drive

  17-01-2018 17:10
  Barclays, the official banking partner of the Premier League, has tapped Chelsea and England veteran Frank Lampard to talk gamechangers in football and beyond.
  The marketing campaign from HSE Cake is led by a video highlighting vital moments of the league’s history, paying particular homage to the fans.
  The banking group, formerly the lead sponsor of the Premier League until the sports body restructured its sponsorship packages, is rolling the campaign out across social media with buy
  
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• Hum by Verizon trots out mini therapy horses to show the good connected vehicles can do

  17-01-2018 17:06
  A group of people with mini therapy horses are helping people feel good, and they depend on their vehicles to spread their equine version of happiness. That’s the subject of a new campaign for Hum by Verizon, an after-market connected car device that gives drivers insights about their vehicle and their driving experience
  In its second campaign for Hum by Verizon, agency Rokkan helps tell the story of the people who drive their therapy horses to brighten the days of kids with special needs,
  
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• Private equity and consultancies drove marcoms M&A in 2017

  17-01-2018 16:43 via campaignlive.co.uk
  As agency group M&A deals decline, private-equity and consultancies are picking up the pace and acquiring capabilities in the "heartland" of advertising and marketing.
  
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• Cartoon Network creates We Bare Bears coffee cart

  17-01-2018 16:30 via campaignlive.co.uk
  Cartoon Network is giving out coffee and hot chocolates to mark the return of children's animation We Bare Bears.
  
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• Marketing job prospects deteriorate as economic worries hit hiring

  17-01-2018 16:13
  The jobs market for the marketing sector has hit its lowest level for a year as concerns over the impact of Brexit on the economy and business investment hit hiring.
  According to data from the IPA’s quarterly Bellwether survey shared exclusively with Marketing Week, nearly 30% of respondents expect to hire more staff in the coming three months. That is in line with how brands feel about the financial futures of their companies.
  However, nearly 16% are forecasting a decline in employment, c
  
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• Hike shakes up Indian telecoms with Total service enabling users to exchange messages, news without internet

  17-01-2018 15:27
  Hike aims to disrupt the Indian telecom sector with its latest patented product ‘Total, built by hike’ which allows users to exchange messages and check cricket and train status apart from other applications without internet.
   
  Total further allows users to transfer wallet money and recharge and also provides data packs for as low as Re. 1. Hike has worked with telecom partners like Airtel to enable the Unstructured Supplementary Service Data (USSD) technology and Data Upsell on
  
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• Ad industry unites for new mail media currency Jicmail

  17-01-2018 15:25 via campaignlive.co.uk
  New metrics are being created to measure the the effectiveness of mail media, backed by organisations including including the DMA, IPA, ISBA, Royal Mail and Whistl.
  
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• The Influencer Content Barometer: Rudy Mancuso, PewDiePie & ThreadBanger campaigns reviewed

  17-01-2018 15:10
  As influencer content continues to grow in importance within the marketing mix of the biggest brands in the world, in this special feature, Redpill, using its ratings system for such content, reviews three influencer videos and assesses the reasons behind their social performance.
  Creative – Scores videos across five sub-categories: originality, on brand, creativity, craft and shareability (awarding a maximum of 20% for each, with the sum producing a rating out of 100%).
  Exp
  
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• Ad of the Day: Ad Council campaign asks young adults to ‘seize the awkward’ in conversations about mental health

  17-01-2018 15:10
  With suicide being the second leading cause of death for young adults in the US, the Ad Council has a new campaign, ‘Seize the Awkward,’ to empower teens and young adults to reach out to friends with mental health issues who may be at risk for suicide.
  The Ad Council joined the Jed Foundation (JED), the American Foundation for Suicide Prevention (AFSP) and Droga5 to launch the national public service campaign.
  While it’s never easy to talk about mental health issues, this appro
  
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• Roku unveils new ad measurement suite as it seeks to show marketers the value in OTT

  17-01-2018 15:00
  Over-the-top (OTT) streaming firm Roku has unveiled a series of tools to help marketers get better value from ads on the platform.
  The new feature, dubbed Ad Insights, will offer expanded OTT measurement for brands as well as give access to data around reach and effectiveness across linear and digital formats. 
  Less than 12 months ago it introduced audience guarantees for TV advertisers, which followed on from its 2015 deal with Nielsen. 
  Now, when it comes to reach, marketers will be
  
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• News media lags behind TV, music and gaming digital subscriptions, says Deloitte

  17-01-2018 14:56
  Only a small portion of digital media subscribers are currently paying for news media, showing that the industry has a lot to learn from the booming growth of the streaming video on demand (SVOD) sector in particular.
  Deloitte’s TMT predictions took a look at the state of digital media subscriptions to learn what UK adults are actually paying for across the SVOD, music, gaming and news sectors.
  The report found that in 2018, half of UK adults will have at least two media subscriptions
  
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• Campaign Diary: Channel 4's CEO enjoys some sharp darts; while Gio Compario actor hails his creation

  17-01-2018 14:56 via campaignlive.co.uk
  Diary enjoys seeing Alex Mahon getting stuck it at the darts, while Wynne Evans extols the virtues of advertising.
  
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• Cancer Research hopes to reap rewards from embracing GDPR changes early

  17-01-2018 14:45
  Cancer Research UK has embraced the looming GDPR regulation early as it looks to turn what could be a threat to fundraising into an opportunity to reconnect with its core supporters.
  Commercial brands will find consumer perceptions dented should they introduce clunky measures to help users navigate the forthcoming EU General Data Protection Regulation (GDPR) legislation. However, this risk is higher for charities given that donations, their lifeblood, are deeply linked to supporters' prior inter
  
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• Pick of the week: Cadbury ad finds joy in the everyday

  17-01-2018 14:34 via campaignlive.co.uk
  There is a simple elegance to Cadbury's new TV ad, the first work for the brand from VCCP, which finds beauty and honesty in the mundane.
  
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• US Creative Works: Featuring Duncan Channon, TBD, Zulu Alpha Kilo and more

  17-01-2018 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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• Turkey of the week: P&O Cruises' Rob Brydon ad falls flat

  17-01-2018 14:21 via campaignlive.co.uk
  P&O Cruises' ad campaign starring Rob Brydon and Zoe Harrison has grown tired.
  
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• Mini lines up agencies for first electric car marketing push

  17-01-2018 14:07 via campaignlive.co.uk
  Mini is holding talks with ad agencies ahead of a global marketing push for its first fully electric car.
  
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• Lucy Tesseras: 30 years of data proves shoppers’ demands will only get tougher

  17-01-2018 13:52
  Thirty years is a long time. Three decades ago Margaret Thatcher was prime minister, Belinda Carlyle thought heaven was a place on earth and Roger Rabbit had yet to be framed. At the same time, a ‘smart phone’ was one that didn’t require a manual switchboard, being able to do your shopping virtually was the stuff of sci-fi and ‘social networking’ was an activity normally confined to the local pub.
  It’s no secret that digital disruption and economic factor
  
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• More than 70 women of color who should be speaking at marketing conferences

  17-01-2018 13:15
  As CES wrapped up, the furor over the lack of gender or inclusive talent on stage was still pervasive. The organization put itself into a deeper hole, even before the conference started by claiming that, for next year’s show in Las Vegas, adding female voices to the lineup remained “a challenge.”
  The Drum was inspired to find out what female talent — and taking it further, female talent of color — should be on stage not only at CES but other industry
  
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• Google’s tighter ad rules for YouTube ‘don’t go far enough’

  17-01-2018 13:05
  Google is making big changes to the ad rules on YouTube as it looks to clean up the site amid ongoing issues for marketers around brand safety.
  The update means YouTube will impose stricter criteria on the types of videos that can generate ad revenue and introduce a new review process for ‘Google Preferred’, its premium content. It also claims it will offer greater transparency around where brands’ ads are appearing and simpler controls.
  However, while the ad industry has welco
  
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• Spike TV roasts itself ahead of Paramount Network rebrand

  17-01-2018 12:40
  Spike TV has waved goodbye to fans in style with a parting self-roasting from its social media account skewering the irreverent channel’s ethos and content ahead of its rebrand to Paramount Network later this week.
  The channel has been in place for almost 18 years and the social media manager at the brand took the opportunity to throw some shade at the Spike TV as the sun sets on it.
  Here are a few tweets from the ‘rogue’ tweeter.
  Welp, since I’m outta here anyway I might
  
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• Paddy Power's Mark Singleton moves to Photobox

  17-01-2018 12:33 via campaignlive.co.uk
  Mark Singleton has left his role at Paddy Power Betfair to take the top marketing job at Photobox.
  
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• Ben & Jerry's uses giant swing to launch new varieties

  17-01-2018 12:33 via campaignlive.co.uk
  Ben & Jerry's has created a "carnival and ride" experience in Los Angeles as it launches new varieties for its Pint Slice ice cream bars.
  
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• People on the move featuring Jaguar, McCann, Conde Nast, Engine and more

  17-01-2018 12:02
  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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  Condé Nast
  Elaine Welteroth has left Teen Vogue to focus on new opportunities. Having been with the magazine since 2012 she was appointed to editor of its now-closed print edition in 2016, then to editor-in-chief in 2017.
  Conde Nast
  
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• Direct Line launches first AR activation

  17-01-2018 11:38 via campaignlive.co.uk
  Direct Line is creating its first ever augmented reality activation to show how much damage can be done to a home with a burst pipe.
  
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• Video: Award entry tips from Campaign Tech Awards chief judge Graham Bednash

  17-01-2018 11:24 via campaignlive.co.uk
  Campaign tech awards chief judge Graham Bednash shares the four criteria he looks out for in an awards entry and provides three tips.
  
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• Ebay seeks second European agency in a year after VCCP split

  17-01-2018 11:23 via campaignlive.co.uk
  Ebay is looking for a supporting executing agency for Europe, less than a year after it appointed VCCP as lead creative agency for the continent.
  
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• KFC jumps on board the gravy train with meaty cocktails

  17-01-2018 11:19
  KFC might be best known for its 'Finger Lickin’ Good' chicken but the colonel isn’t one to rest on his laurels, hence a promotional push from the brand to put its gravy side dish front and centre of its menu.
  Based on the notion that its savoury sauce is so good you can drink it KFC have ran with it to launch a TV campaign depicting a range of cocktails reimagined with your favourite meat juices as the chief ingredient.
  Created by Mother to promote the KFC Gravy Megabox the promotion
  
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• Fast Web Media returns to the heart of Manchester

  17-01-2018 11:00
  Digital marketing agency Fast Web Media has returned to Manchester City Centre, following six years based in MediaCityUK in Salford, in a move to support its growth plans.
  The agency’s new headquarters, at the Waterhouse building, 41 Spring Gardens, has recently been remodelled and refurbished to create open plan space designed to support collaboration among teams.
  Stephen O’Malley, head of agency for Fast Web Media, said: "MediaCityUK has been great, however it is time to head
  
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• Movers and shakers: Hostelworld, Unruly, Mindshare, Havas, Hearst and more

  17-01-2018 10:53 via campaignlive.co.uk
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• 'Wake up call for marketers': More than half of the population in Asian countries find ads intrusive

  17-01-2018 10:32
  Even though the variety of channels available to marketers has increased exponentially, ineffective multichannel strategies are jeopardising the success of campaigns, according to a new study from Kantar Millward Brown, titled ‘AdReaction: The Art of Integration’.
  The study, which examined the global state of multichannel advertising campaigns, drew on quantitative research in 45 countries, multichannel copy testing, and custom analysis of Kantar’s global media effectiveness an
  
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• McCann Connected named lead digital creative agency by Campus Living Villages

  17-01-2018 10:17
  McCann Connected has been appointed by Campus Living Villages to lead its digital creative, a role which will see the agency tasked with powering global growth at the student accommodation provider.
  McCann’s appointment followed a competitive review at the business as it seeks to build on its ‘Different, Defined, Dominant’ digital strategy.
  James McCracken, director of marketing and communications at campus Living Villages, explained: “We are extremely excited to be worki
  
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• YouTube announces measures to earn back trust from advertisers and agencies

  17-01-2018 09:56 via campaignlive.co.uk
  In an effort to assure advertisers and agencies on brand safety, Google has announced two new requirements for video creators that intend to join the YouTube Partner Program.
  
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• Football network Copa90 signs Ed Turner as chief media officer

  17-01-2018 09:42
  Copa90 has bolstered its leadership roster with the appointment of Ed Turner as chief media officer for the football media brand.
  Arriving with more than 15 years’ experience in digital media, including a six-year spell at Engine Group, Turner will get to work on further boosting commercial interest in Copa90 ahead of this summer's World Cup in Russia.
  Tom Thirlwall, chief executive of Copa90, said: “Ed’s role is to build Copa90 an industry leading media capability ac
  
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• Google opens its third China office in Shenzhen, ‘Asia's Silicon Valley’

  17-01-2018 09:34
  Google has chosen the city of Shenzhen for its third office China. The city is dubbed the ‘Asian Silicon Valley’, as it is also home to the likes of technology giants Tencent and Huawei.
  The American tech company already has offices in Beijing and Shanghai where it has around 600 employees in total in both offices, and will use a serviced office in Shenzhen, instead of its traditional campus-style offices, according to TechCrunch.
  The tech website also reported an internal memo addre
  
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• Nielsen expands UK YouTube measurement to mobile app

  17-01-2018 09:27
  Nielsen is to start measuring the performance of ads served to users of YouTube's mobile app in the UK, France and Germany.
  The move will expand YouTube's subscription to the measurement firm's Digital Ad Ratings service beyond its mobile and desktop browser services, giving marketers access to cross-device insights. 
  Nielsen ​Digital ​Ad ​Ratings ​clients ​will ​have ​access ​to ​age ​and ​gender ​demographics for R
  
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• Neilsen expands UK YouTube measurement to mobile app

  17-01-2018 09:27
  Nielsen is to start measuring the performance of ads served to users of YouTube's mobile app in the UK, France and Germany.
  The move will expand YouTube's subscription to the measurement firm's Digital Ad Ratings service beyond its mobile and desktop browser services, giving marketers access to cross-device insights. 
  Nielsen ​Digital ​Ad ​Ratings ​clients ​will ​have ​access ​to ​age ​and ​gender ​demographics for R
  
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• Mark Ritson: The Diet Coke relaunch shows its marketers have lost the plot

  17-01-2018 08:00
  Up until now the general consensus has been that, while Coca-Cola might be in bit of trouble, its marketers were one of the major reasons to keep the faith and assume they would steer their company through the tough times ahead.
  There seems little doubt that Coca-Cola (the brand) is starting an irrevocable decline as global tastes swing away from sugar, artificial sweeteners and fizzy drinks. Coke will always be Coke but it will become a fraction of its former self in the years ahead. That&rsqu
  
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• Branson’s Daily Mail u-turn brings Virgin’s brand values into question

  17-01-2018 08:00
  Sir Richard Branson is no virgin when it comes to hitting the headlines, but his latest controversy suggests a brand in conflict with itself.
  One minute Virgin Trains is banning the sale of the Daily Mail from its onboard shops or providing it in first-class carriages, the next minute Branson is stepping in to reverse the decision.
  Virgin Trains had told staff that the paper was not compatible with its brand or beliefs after colleagues had expressed “considerable concern” o
  
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• The stage is set for Amazon but is building an ad business a big enough priority?

  17-01-2018 05:34
  Any predictions worth their salt for 2018 have zeroed in on the inevitable rise of Amazon ‘s ad business. Sorrell called out Amazon as the one to watch over a year ago. Whilst the duopoly of Google and Facebook continues to show exponential growth (in spite of the continued barrage of brand safety criticism and Facebook’s unexpected algorithm change) Amazon’s year-on-year upswing in ad revenue combined with the hyper-attention on voice and smart speakers has led to all marketer
  
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• Impact Radius appoints new MD for Asia Pacific and hires first ever CMO

  17-01-2018 05:02
  Digital marketing platform Impact Radius has brought in Adam Furness from RhythmOne as its new managing director for Asia Pacific.
  It has also appointed its first ever chief marketing officer in Scott Brazina, who will be focused on overseeing the company’s global brand marketing strategy, vision and growth in 2018 and beyond.  
  According to the company, Furness has 16 years of experience in scaling business operations of media, advertising, and tech companies to Impact Radius and wil
  
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