Marketing news

• Google's six-second challenge finds agencies shrinking to fit fairy tales for Sundance

  19-01-2018 23:00
  Google launched its six-second bumper ads nearly two years ago, and in that time the company has seen creative ideas come to life in small spaces. 
  In Google's latest six-second challenge for agencies, which hits the Sundance Film Festival this week, a handful of the globe's top agencies pulled off their interpretations of fairy tales in six-second bites.
  At Sundance, Google tested TBWA LA, JWT NY, Grey NY, Energy BBDO, Hecho en 72 LA, The Richards Group, Ogilvy London, BBH London, 72a
  
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• Periscope adds Connected Experiences team to ensure brands tackle "always-on" consumer ecosystem

  19-01-2018 21:11
  Minneapolis-based independent agency Periscope announced the launch of its new team,  dedicated to amplifying brands' ability to engage consumers in an "always-on" landscape.
  With today’s technology melding online and offline experiences, Periscope has recruited this group of technologists, and infused their technology experiences within the whole agency experience. In a statement from the agency, this new "Connected Experiences" team has been in charge of ensuring that ever
  
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• Periscope adds Connected Experiences team to ensure brands tackle 'always-on' consumer ecosystem

  19-01-2018 21:11
  Minneapolis-based independent agency Periscope announced the launch of its new team,  dedicated to amplifying brands' ability to engage consumers in an "always-on" landscape.
  With today’s technology melding online and offline experiences, Periscope has recruited this group of technologists, and infused their technology experiences within the whole agency experience. In a statement from the agency, this new "Connected Experiences" team has been in charge of ensuring that ever
  
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• 'Macho' newsroom culture is changing but not fast enough says HuffPost editor-in-chief

  19-01-2018 19:52
  The Drum caught up with three media industry experts and judges of The Drum Online Media Awards on their experiences and views on gender inequality in the industry.
  2018 marks 100 years of women's suffrage. Also, this year ninety years have passed since equal voting rights were established in the UK with the passing of the Equal Franchise Act of 1928, giving women (over 21) basic rights. Over the past nine decades, women's rights have progressed tremendously however, many industries still see in
  
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• Execs from Wavemaker and Mobext share their thoughts on what's in store for mobile this year

  19-01-2018 19:18
  2018 promises to be one of reckoning for the advertising industry. With unresolved topics such as ad fraud, transparency, brand safety, and attribution, digital marketing’s potential of delivering the right ad to the right person at the right time still seems far off.
  However, there is a silver lining; marketing professionals in America’s tech capital are working hard to deliver solutions that make ads more effective and protected against nefarious characters.
  According to the IAB, U
  
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• Facebook targets Eurosport CEO Peter Hutton to ramp up its sports streaming push

  19-01-2018 19:16
  Facebook is believed to be on the verge of hiring Eurosport chief executive Peter Hutton in what will be seen as further evidence of its live sports broadcasting ambitions.
  It was first reported in the Guardian that the Eurosport boss will disembark from the Discovery-owned broadcaster to lead Facebook's sports streaming push ahead of the 9 February deadline for bids for English Premier League packages.
  The Drum understands, however, that Hutton will not be joining the s
  
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• Belvita’s ‘Next Stop, Good Mornings’ tops global list of most emotional ads

  19-01-2018 19:03
  A Gravity Road ad for Belvita has been named the number one most emotional ad of 2017 in a new report from System1.
  ‘Next Stop, Good Mornings’, which was released in February last year, was voted by 56,400 consumers worldwide as the ad that made them feel the most emotion.  It features a tired train of commuters on the ‘most depressing day of the year’ (16 January), a pack of Belvita biscuits and a train guard who cheers up his passengers with a monologue of jokes an
  
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• Storyful advances plot with promotion of Mandy Jenkins to editor-in-chief

  19-01-2018 18:41
  Storyful, a News Corp-owned social media insights and content company, announced today that Mandy Jenkins has taken the role of editor in chief.
  Jenkins previously served as the firm’s head of news and will continue to lead Storyful’s growing newsroom. As editor in chief, she has the responsibility of expanding the team’s research and verification services as well as their industry-leading social verification for breaking and viral news.
  Jenkins has been at Storyful for three y
  
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• British Army hopes criticism around campaign will help attract more diverse recruits

  19-01-2018 17:38
  The British Army says that criticism around its latest campaign will “help challenges perceptions” of the Army and encourage more diverse recruits.
  The ‘This is Belonging 2018′ campaign, created by Karmarama, shows a series of short films that address questions of faith and mental health. The videos are meant to attract potential soldiers from a broader range of backgrounds.
  “The fact that you’ve seen the level of reaction to it is showing that it’s begi
  
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• Roll of honour: What makes a Search Award winner

  19-01-2018 17:30
  Search is shaping up for an eventful year, what with voice search and Amazon already hot topics within in the industry.
  But how do you shout out about all the creative and innovative work your company/agency produces?
  The Drum Search Awards celebrate the individuals and companies at the forefront of the search Industry. Following are five examples of the best of the best of the 2017 winners.
  St John Ambulance: Making Parents Lifesavers
  SEO - Best Charity/Not for Profit Campaign
  Fi
  
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• Irn Bru has reworked its recipe – but can Scots tell the difference?

  19-01-2018 17:28
  When Irn Bru announced it was changing its recipe, there was uproar across Scotland. The social buzz surrounding the announcement was what Scots would refer to as “top banter”, so it was only right for The Drum put the new formulation to the test
  With the London office housing both Scottish and English natives, we decided to add a bit of a competitive edge.
  Some claimed to never have drunk the fizzy delight, some screwed their face up in disgust, and others delighted in thinking
  
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• Red Bull teams up with Cargo to hand out free drinks to rideshare passengers during Super Bowl

  19-01-2018 17:22
  Red Bull has struck a timely partnership with Cargo, a startup that provides Uber and Lyft drivers with products they can sell to passengers and make a profit from.
  Cargo, which currently operates in New York, Boston and Chicago, is marking its launch in Minneapolis by teaming up with Red Bull, which is hosting its annual Crashed Ice skating event in the city this weekend.
  Considering Minneapolis will also be hosting the Super Bowl next month, Red Bull is using the opportunity to launch a &ldquo
  
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• Netflix leapfrogs BBC iPlayer in BrandIndex 'buzz' rankings

  19-01-2018 16:16 via campaignlive.co.uk
  Video streaming service Netflix has jumped ahead of BBC iPlayer in the latest BrandIndex, the YouGov survey that ranks brands by their "buzz".
  
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• Coca-Cola joins growing list of brands fighting back against plastic waste

  19-01-2018 14:48
  Coca-Cola has joined a growing roster of brands looking to tackle the world’s plastic waste problem, promising that the equivalent of 100% of its packaging will be collected and recycled by 2030.
  The goal is the main focus of the company’s new sustainability strategy ‘World Without Waste’, which it will back with a multi-year investment to make packaging 100% recyclable. Coke CEO James Quincey says the move recognises the role food and beverage companies play in reducing
  
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• Formula One picks Wavemaker and Brainlabs for global media duties

  19-01-2018 14:41 via campaignlive.co.uk
  Formula One has appointed Wavemaker and Brainlabs to run its respective traditional and digital media accounts following a competitive review.
  
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• Direct Line turns to augmented reality for 'Emergency plumber' campaign

  19-01-2018 14:08 via campaignlive.co.uk
  The insurance brand is targeting commuters at King's Cross with their "Emergency plumber" campaign.
  
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• Zenith: Iran will lead ad spend growth among the world's top 30 fastest growing media markets

  19-01-2018 14:04 via campaignlive.co.uk
  Over the next three years, Iran will add more advertising dollars than any of the other countries included in Zenith's Thirty Rising Media Markets report.
  
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• YouTube, Evian, M&S: 5 things that mattered this week and why

  19-01-2018 13:48
  the m
  YouTube tightens ad controls
  YouTube finally made a meaningful update to how it thinks about monetising content on the video platform. It follows a year that has seen swathes of advertisers boycott the site over mounting concerns about where and when their ads are appearing. The wide-ranging changes include a tightening up of the type of content that adverts can appear next to, manual reviewing of all videos on premium content in Google Preferred, better controls for advertisers and more
  
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• Colin Lewis: Rich people’s habits today will be the mainstream trends of tomorrow

  19-01-2018 13:48
  The 1987 Oscar-winning movie Wall Street, with Michael Douglas and Charlie Sheen, is iconic for a number of reasons. First, it was the definitive film portrayal of 1980s excess, with Douglas’s character Gordon Gekko advocating that “greed is good” and “lunch is for wimps”. Second is the huge brick-like mobile phone that Gekko used – probably the first time ever that a mobile phone was at the heart of a movie.
  Thirty years later, Gekko and his brick look ridicu
  
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• How to boost your content discovery and promotion strategies

  19-01-2018 13:28
  In part one, we looked at how to use search insights to supercharge your content production strategy. In this concluding part, we'll examine how to boost your content discovery and promotion strategies in more detail.
  How to supercharge your content discovery
  Show me entity :: 17640
  As search algorithms become more sophisticated to mimic human thought processes, keywords carry less weight as a single ranking factor. As well as findable, content must meet the high-standards of traditional editori
  
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• Hamid Habib takes new UK MD role at Starcom

  19-01-2018 13:28
  Starcom has appointed Hamid Habib, former chief strategy and innovation officer at OMD, as its new UK managing director.
  He reports to Jodie Stranger, chief executive and president of global network clients, EMEA at Starcom.
  Habib is responsible for developing new business opportunities while building the company’s 'Human Experience' proposition. There is also an emphasis on talent recruitment.
  He returns into the Publicis family having previously served
  
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• Teads hires from Karmarama, FT, and AOL for new senior team

  19-01-2018 13:23 via campaignlive.co.uk
  Video outstream company Teads has made ten new senior hires for its London office to support its UK and international growth.
  
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• AP taps Arkadium's AI to automatically gamify sports stats in its coverage

  19-01-2018 13:19
  The Associated Press has partnered with Arkadium, a company that uses artificial intelligence to deliver interactive content to publishers, to boost engagement around its professional and college football coverage in addition to college basketball.
  Arkadium's InHabit service automatically generates interactive content in the body of the article, using contextual prompts and available data from each sporting league. The technology adds an extra dimension to the sports reporting and has the abilit
  
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• How to use search insights to supercharge your content production strategy

  19-01-2018 12:55
  As a journalist-turned-content-marketer, the hardest part of my job used to be convincing brands to publish content. Fast-forward ten years and the gatekeepers of content strategy and promotion are struggling to process the flood of messaging from PR, marketing and brand agencies, users and influencers.
  According to analytics experts Track Maven, branded content production is up a whopping 35% – job done then! Though engagement is down 17% – oh. Fellow software specialist Beckon repo
  
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• What Pedro Martin-Calero learned in his first year as a director

  19-01-2018 12:52 via campaignlive.co.uk
  One of the ad industry's hottest directing talents has made work for Honda, BT Sport and Trainline just one year into the job. He tells Campaign what he's learned along the way.
  
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• Robinsons trumpets 'adult squash' Fruit Creations in debut Saatchis campaign

  19-01-2018 12:31 via campaignlive.co.uk
  Saatchi & Saatchi's debut ad campaign for Robinsons features a "child squash expert" who pitches the Britvic brand's new Fruit Creations variant as a specialist squash for adults.
  
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• Delta Airlines, Tostitos and Doritos among brands activating at this year's Super Bowl

  19-01-2018 12:17 via campaignlive.co.uk
  Super Bowl Live - a 10-day festival hosted in the run-up to the NFL's championship game, will open on 26 January, with activations focusing on food and sport.
  
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• Marks & Spencer overhauls marketing team

  19-01-2018 11:52
  Marks & Spencer has carried out a major shake-up of its marketing team, led by the appointment of Sharry Cramond as marketing director for food and hospitality.
  Cramond arrives at the department store from a successful career with Southeastern Grocers in the US and brings a wealth of experience as a retail and digital marketer having also held senior posts at Tesco and Coles Australia.
  The changing of the guard has been carried out as part of the retailers five-year transformation plan which
  
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• YouTube Re:View: The nation’s favourite granny and the crown jewels

  19-01-2018 11:45
  Welcome to YouTube’s Re:View, in association with The Drum. This week, the listing of the most loved videos in the UK on YouTube include ‘King’s Angels’, obviously a queen, and T-Swizz out for a drunken kebab.
  Welcome to the week when everything that is shiny and sparkling is reigning high on YouTube —from The Queen to the new pop diva Dua Lipa to a fashion show set in a fantasy royal palace to Taylor Swift hopping around the globe.YouTube Re:View
   
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• Marston's Eagle Brewery unveils new brand identity designed by Bonfire

  19-01-2018 11:17
  Marston’s PLC has unveiled new branding for The Eagle Brewery and many of its famous beer brands, designed by creative agency Bonfire Creative Intelligence.
  The Eagle Brewery was born from the sale of Charles Wells Ltd brewing and brands business to Marston’s PLC last year, who briefed Bonfire to develop a new brand story and visual identity that would align the brewery with its vision for the business.
  The Eagle Brewery and its new branding will be presented at a grand opening cerem
  
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• Audi's latest marketing trick is a car ad with no soundtrack or driving

  19-01-2018 11:14 via campaignlive.co.uk
  Audi breaks with the musical tradition of its marketing campaigns in a new ad that has no soundtrack.
  
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• Lone Wolf to host spirit-infused immersive dining experience

  19-01-2018 11:07 via campaignlive.co.uk
  Brewdog-backed craft gin and vodka distiller Lone Wolf is staging a Burns Night-inspired supper club,
  
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• Mastercard spurs consumers into a year of social good

  19-01-2018 11:05
  Financial services provider Mastercard is seeking to perform some social good this year after announcing that it will seek to spur its customers into a Year of Action.
  Start Something Priceless aims to engineer a social movement tackling issues such as bias and cultural stigmas in society by way of a series of individual campaigns such as the backstory behind a group of musicians who have battled against the odds to earn success at the Grammys.
  In doing so Mastercard aims to inspire customers to
  
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• Time to face the music: How marketers can create more transparency

  19-01-2018 11:00
  2017 saw the adtech industry come under fire with major technology companies facing scrutiny for their media practices.  Faith in programmatic media buying is shaky as a recent study revealed 71% of marketers continue to be anxious over financial disclosures and measurement of digital media.
  It is time to take some action and that is why The Drum has teamed up with Iotec to address these issues head-on by launching an event to champion change in the adtech industry.
  The event, 'Ethical Adte
  
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• Mars puts agencies on alert with £1bn global media consolidation

  19-01-2018 10:37 via campaignlive.co.uk
  WPP, Publicis Groupe and Omnicom are on alert as Mars has called a £1bn global media review to consolidate its business with one group.
  
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• Hellmann's, Knorr and Marmite offer free dishes for cash-strapped Londoners

  19-01-2018 10:36 via campaignlive.co.uk
  Unilever-owned brands team up to open cafe offering free dishes inspired by store-cupboard essentials.
  
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• Mars enters year-long review to consolidate media partners

  19-01-2018 10:28
  Mars has instructed ID Comms to help run a global pitch to recruit a new media agency as the confectionery, pet care and packaged food brand streamlines its operations from a three-agency structure to a single global media partner.
  Mars is in no hurry to bring in the changes with the review process likely to take the rest of the year to conclude, if and when the changes are realized however they would prove transformative for its media buying and planning portfolio.
  Chief marketing and customer
  
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• Glenfiddich to stage Burns Night 'experiment'

  19-01-2018 10:08 via campaignlive.co.uk
  Single malt scotch whisky brand Glenfiddich is celebrating Burns Night with an evening of alternative performances and a menu featuring experimental dishes and drinks.
  
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• IBM revenues rise for the first time in over five years

  19-01-2018 09:59
  IBM has emerged from an extended dry spell of absolutely no revenue growth to speak of after posting a welcome one per cent increase in revenue over the last quarter to reach $22.54bn, its first such uptick since 2012.
  Buoyed by some astute investments and an artificial intelligence gold rush, IBM nevertheless sank to a quarterly loss of $1.05bn although this was attributable to a one-off hit of $5.5bn relating to recent tax changes.
  Across the year as a whole IBM achieved profits of $5.75bn wit
  
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• Ballantine's launches music tour in partnership with Boiler Room

  19-01-2018 09:52 via campaignlive.co.uk
  Pernod Ricard scotch whisky brand Ballantine's is staging a tour in collaboration with music broadcaster Boiler Room, featuring live acts performing across three continents.
  
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• Starcom names OMD's Habib as UK managing director

  19-01-2018 09:33 via campaignlive.co.uk
  Starcom has recruited Hamid Habib from rival media agency OMD to be UK managing director.
  
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• Paul Webster named as editor of The Observer

  19-01-2018 09:30
  Guardian News & Media editor-in-chief Katharine Viner has revealed the appointment of a new number one, with the promotion of deputy editor Paul Webster as editor of The Observer.
  After 20 years in the deputy’s chair, Webster is replacing John Mulholland in the role as the latter prepares to set sail for America to take up his own new role as editor of the Guardian US in April.
  Viner commented: “He [Webster] has great experience, judgment and understanding of The Observer’s
  
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• Japanese health brand creates ‘washable’ book to help children learn about hygiene

  19-01-2018 09:29
  ANGFA, a Japanese health business, has created a book that can be washed by soap to help educate children in Cambodia about the benefits of using medicated soap.
  The book is designed so that the storyline is only revealed when children wash the character’s hands with the soap. As the hands of the character are washed, the story appears in colour. The idea being that the children will start to learn that using germicidal soap can help prevent diseases, and give them a brighter future.
  In th
  
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• Helen Tupper: Three career investments that will deliver real ROI

  19-01-2018 08:00
  There is no shortage of listicles full of career advice, like ‘five ways to be more productive’ or ‘10 things the most successful people do’. We have all seen them and, while there may be some value in them, staying on top of all these tips, tricks and second-hand advice can be confusing and exhausting. Hardly the recipe for a happy career.
  However, if you are interested in investing in your career development, there are some activities that will pay you dividends regardl
  
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• Helen Tupper: Investing in your career will deliver real ROI

  19-01-2018 08:00
  There is no shortage of listicles full of career advice, like ‘five ways to be more productive’ or ‘10 things the most successful people do’. We have all seen them and, while there may be some value in them, staying on top of all these tips, tricks and second-hand advice can be confusing and exhausting. Hardly the recipe for a happy career.
  However, if you are interested in investing in your career development, there are some activities that will pay you dividends regardl
  
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• Advertisers and publishers: Can we share the love in 2018?

  19-01-2018 06:00
  The IAB released a report on digital ad spend in APAC last year. The report clearly proved that we sit in what is the fastest growing digital advertising ecosystem globally, with growth predicted in the region of 25%+ over the next three years.
  To put this in perspective, 2017 was a year that saw some of the most tumultuous times in digital advertising in recent memory, from global concerns around brand safety and ad fraud, to measurement and the noticeable shift to more transparent ways of trad
  
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• Ad of the day: Singtel tugs on heartstrings with an emotional Chinese New Year family reunion story

  19-01-2018 05:16
  Singapore telco Singtel continues in its strategy of promoting how it can help bring families together, with an emotional Chinese New Year reunion story.
  For those not well-versed in Chinese New Year traditions, the reunion dinner is one of the most important parts of one of the biggest celebrations in the Chinese calendar. For many families this involves traveling around the world to reunite, or otherwise spending the celebration apart.
  Lian Pek, Singtel’s vice president for Group Strateg
  
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• The Banksy of Business: HP wants to create an ecosystem between artists and brands and it’s starting with streetart

  19-01-2018 02:00
  Street art, Singapore and HP aren’t three obvious bedfellows, however the launch of a new exhibition called 'Art from the Streets' at the ArtScience Museum in the Southeast Asian country signals a significant intention from the printer: it wants to be the go-between for artists, brands and consumers.
  The exhibition alone is a significant story for the cultural journey of Singapore, which has a reputation of having a strict government and a very low-level support for subversive cultura
  
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• JICMail launch creates first ever industry-wide audience standard for direct mail

  19-01-2018 01:01
  Direct mail industry bodies and businesses have teamed up for a major initiative to record standardised audience data for the channel for the first time. The DMA, IPA, ISBA, Royal Mail and Whistl are among those who make up the board of the Joint Industry Committee for Mail (JICMail), which launched last night (18 January).
  The organisation will measure the readership, reach and frequency of exposure for each piece of direct mail delivered in the UK, whether addressed or unaddressed. The second
  
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• JIC Mail launch creates first ever industry-wide audience standard for direct mail

  19-01-2018 01:01
  Direct mail industry bodies and businesses have teamed up for a major initiative to record standardised audience data for the channel for the first time. The DMA, IPA, ISBA, Royal Mail and Whistl are among those who make up the board of the Joint Industry Committee for Mail (JIC Mail), which launched last night (18 January).
  The organisation will measure the readership, reach and frequency of exposure for each piece of direct mail delivered in the UK, whether addressed or unaddressed. The secon
  
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