Marketing news

• Super Bowl LII Ad Digest

  22-01-2018 22:59 via campaignlive.com
  Want to watch the latest Super Bowl ads? Check out Campaign's comprehensive list here.
  
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• Design is never done

  22-01-2018 22:20
  It’s time to rethink the way design is done.
  For most of us working in digital, the days of handcrafting meticulous, artisanal work are over. Creating digital experiences now requires modular design and rapid iteration to deal with the increasing pressure of delivering more assets, faster than ever. Each new experience requires flexible, personalized, customer-informed content, and it all has to evolve as new input and data are added over time. It’s become a never-ending cycle.
  So, w
  
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• Rupert Murdoch says Facebook should pay publishers a carriage fee

  22-01-2018 20:44
  News Corp executive chairman Rupert Murdoch is calling on Facebook to pay publishers for the news they produce.
  In a statement, Murdoch suggested that Facebook pay a TV-style “carriage fee” to publishers it trusts.
  “If Facebook wants to recognize ‘trusted’ publishers then it should pay those publishers a carriage fee similar to the model adopted by cable companies,” he stated. “The publishers are obviously enhancing the value and integrity of Facebook th
  
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• Ad Council and David Schwimmer address sexual harassment in new awareness campaign

  22-01-2018 20:32
  Sexual harassment is at the top of the news and to address the problem, the Ad Council has joined with actor and producer David Schwimmer to present a national campaign designed to empower victims and bystanders to speak out.
  The campaign, #ThatsHarassment, is a collaboration between Schwimmer, the Ad Council, writer and director Sigal Avin, the Rape, Abuse & Incest National Network (RAINN) and the National Women’s Law Center (NWLC), and also provides tools for empl
  
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• Broadcast advertising is no longer king as ideas are more important than ever.

  22-01-2018 18:41
  2017 marked a watershed moment in the history of advertising: it was the first year that global media spend in digital exceeded that of broadcast television. The 30-second spot, which bestrode the advertising industry like a colossus for decades, no longer reigns supreme. As a creative director, part of me says: good.
  The truth is, there’s nothing inherently “creative” about this format from the 1950s, a contrivance of the television networks as they pivoted from sponsored prog
  
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• Lush on its journey to provide ‘the ultimate customer experience’

  22-01-2018 18:31
  Lush is not a brand that struggles to offer good customer service. The retailer has been in the top five brands for customer experience for almost as long as KPMG Nunwood has been running its annual research. But the company isn’t one to sit on its laurels and so is turning its attention to digital infrastructure in a bid to offer customers an even more seamless shopping environment.
  In a first for a major retailer, Lush has built and now launched its own tablet till system. The open-sourc
  
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• Richard Shotton: Don’t spread yourself thin, focus on what makes your brand memorable

  22-01-2018 18:28
  It seems obvious that many of our spending decisions are influenced by the past. Consider how you pick a restaurant. You think about your previous visits: the taste of the food, the charm of the waiter and, of course, the pain of the bill.
  However, strictly speaking it’s not the past that shapes our future behaviour but our memory of the past. That might sound like a semantic difference, but it’s not; it’s a fundamental distinction.
  This is because our brain doesn’t oper
  
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• Pizza Hut will give out free pizza if fastest touchdown record is broken during Super Bowl

  22-01-2018 17:42
  Pizza Hut will give away free pizza to its rewards members if a touchdown is scored within the first 14 seconds of the Super Bowl.
  The pizza chain is partnering with former NFL wide receiver Devin Hester for the promo, who currently holds the record for fastest touchdown in Super Bowl history: in 2007, the Chicago Bears player scored a touchdown within the first 14 seconds of the game.
  Show me entity :: 17682
  If an Eagles or Patriots player is able to break the record during this year’s ga
  
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• Ad of the Day: Diesel’s unorthodox love story celebrates a romance of big ears and misshapen noses

  22-01-2018 17:38
  Diesel is launching its spring/summer 2018 campaign today (22 January) with a film from François Rousselet, which depicts an intense romance that grows in spite of the couple’s hidden ‘flaws’.
  The young protagonist of ‘Keep the World Flawed’ is first seen anxiously obsessing over the size of his bigger-than-average ears. He eventually makes the decision to go under the knife, which leads to him bagging a girlfriend, who he meets at a laundrette.
  The two fall
  
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• Lights by Tena launches My Pelvic Floor Fitness app with social campaign

  22-01-2018 17:30
  Feminine liner brand Lights by Tena has launched a social media campaign to drive awareness and downloads of its My Pelvic Floor Fitness mobile app.
  Developed in partnership with MSc physiotherapist Paula Igualada-Martinez, the app features daily reminders and helpful tips about Kegal exercises to help prevent what the brand describes as ‘little leaks’.
  The first phase of the campaign, developed and delivered by Media Bounty, uses short-form video to ask viewers to ‘squeeze alo
  
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• Exhibition of 'invisible' photographs opens in Birmingham

  22-01-2018 17:25 via campaignlive.co.uk
  Artwork celebrating science and engineering with a collection of images so small they are invisible to the naked eye, is being showcased this week in Birmingham.
  
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• Virgin Trains aims to establish cheeky personality in new campaign

  22-01-2018 17:21 via campaignlive.co.uk
  Anomaly has created a suite of humorous 10-second ads for Virgin Trains to focus on a range of benefits that train travel can have over other forms of transport.
  
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• Has Gen Z OD’d on social media?

  22-01-2018 17:04
  Recently I was completing a global project for a major fashion brand, which focused on the use of social media by young influencers between 16 and 24. I was short a few interviews, so in a crunch, put my own three Gen Z children in front of the camera. What I heard disturbed me, both as an agency CSO, and even more, as a parent.
  My daughter confessed that “Social media makes you create a standard for yourself that is almost impossible to maintain. It’s exhausting and overwhelming.&rd
  
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• Asda’s entire advertising business is being reviewed in massive consolidation drive

  22-01-2018 16:58
  Asda’s chief customer officer Andy Murray has “kicked off a procurement process” that will see its entire advertising business – including its media, creative and digital accounts – reviewed in an attempt to consolidate the hundreds of agencies it works with.
  In an announcement today, Murray said the decision to consolidate the agency roster came as it looked to better "engage with customers across channels, both physical and digital."
  The move has put Publicis on a
  
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• NFL and Rovio collide for Super Bowl themed additions to Angry Birds

  22-01-2018 16:32
  NFL and Rovio have come together to release a special Super Bowl themed version of Angry Birds 2 and Angry Birds Evolution, gamifying the big game to help it reach new audiences on mobile.
  With the update, the jersey and kits of 32 NFL teams will be available in-game. Furthermore, a new bird type called ‘Quarterback’ has been added to the siege game. He is appropriately dressed for a sports-themed collision.
  Michelle Micone, senior vice president of consumer products at NFL
  
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• PHD UK appoints Jamie Lyons to new head of performance role in Manchester

  22-01-2018 16:27
  Omnicom Media Group’s PHD has announced the appointment of Jamie Lyons to head of performance in Manchester, a brand new role in its expanding northern office.
  Lyons joins from iProspect Manchester where he ran the Arcadia account and sat on the board in the capacity of client leadership director.
  This appointment is the latest senior position in the Manchester office announced by managing director Jon Kershaw after he joined PHD from Havas last year. Lyons will work across Manchester&rsqu
  
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• Ei Group looks to Yext to help build its digital footprint across 500 UK pubs

  22-01-2018 16:26
  The UK’s largest pub company, Ei Group, which manages more than 4,500 pubs across the nation, is partnering with global digital knowledge management specialist Yext to help pub-goers access more information about their venues, improve their customer experiences and ultimately increase footfall.
  The Yext Knowledge Engine is a cloud-based platform that will be the single and central source of truth for information about the Group’s pubs, internal systems, and the Yext PowerListing
  
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• Asda puts agencies on alert with full roster review

  22-01-2018 16:16 via campaignlive.co.uk
  Asda's chief customer officer has announced the resurgent supermarket is looking at all of its agency relationships, following a restructure of its internal marketing teams.
  
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• 'We are not unique any more': Nissan Europe CMO Philippe Saillard on the brand's next reinvention

  22-01-2018 16:13 via campaignlive.co.uk
  Nissan's new European marketing chief Philippe Saillard on the challenge of creating a future-fit brand while Brexit stalls the continent's new car market.
  
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• Publicis Groupe lands R/GA's Nick Law as new chief creative officer

  22-01-2018 16:02
  Publicis Groupe has announced the hiring of Nick Law as its new global chief creative officer, as well as president of Publicis Communications.
  Law had previously been with IPG agency R/GA since 2001, elevating all the way to the role of vice chair, global chief creative officer. In his tenure there, he'd led the agency to many wins across the industry and the development of a slew of R/GA’s most innovative projects, including Nike+ FuelBand, and Beats Music for Beats b
  
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• Digital skills shortage drives strong marketing and media M&A levels

  22-01-2018 15:46 via campaignlive.co.uk
  The level of mergers and acquisitions in the media and marketing sector is likely to remain strong in 2018, despite ongoing political and economic instability, according to a new report.
  
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• Nick Law quits R/GA for lead creative role across Publicis Groupe

  22-01-2018 15:22 via campaignlive.co.uk
  Nick Law, the global chief creative officer of R/GA, is leaving the company after 17 years to take on the newly created role of chief creative officer across Publicis Groupe and president of Publicis Communications.
  
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• Why ‘David Ogilvy’ must die

  22-01-2018 15:00
  David Ogilvy reigned as one of advertising's kings for a chunk of the 20th century. In his time, he was probably the most famous copywriter in the world with copy that was at once clever and straightforward, and above call, crafted to sell products. If there were a Mount Rushmore of the advertising industry, Ogilvy's face would be immortalized upon it. I remain in awe of his talent and a big fan. I love David Ogilvy.
  That said, "David Ogilvy" must die.
  I know, the king's physical being departed
  
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• Marketing Academy Scholarship programme open for nominations

  22-01-2018 14:54
  The Marketing Academy’s 2018 Scholarship programme, a free learning and mentoring initiative for emerging leaders in marketing, media and advertising, has launched and is open for nominations.
  Now in it’s eighth year, the part-time programme sees scholars receive one-to-one mentoring from CMOs, CEOs, marketing directors, senior agency executives and entrepreneurs over nine months.
  Scholars will also attend three ‘boot camps’ with sessions based around personal and profess
  
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• What Eurosport CEO Peter Hutton brings to Facebook's hunt for live sport

  22-01-2018 14:40
  Eurosport chief executive Peter Hutton is on his way to Facebook to lead up its sports ambitions after the Winter Olympics’ conclusion in February. The Drum looks at what he has achieved and what he will bring to the table of the world’s biggest social network.
  Hutton oversaw Eurosport’s growth from an ecliptic mix of European sports into the home of the Olympics after Discovery Communication’s €491m purchase of the channel in 2015 from TF1.
  It secured four Olympic G
  
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• This hyperactive VR music video shows people what it's like to live with ADHD

  22-01-2018 13:59 via campaignlive.co.uk
  A creative team from Wieden & Kennedy has directed a virtual reality music video for British band Fizzy Blood to bring to life how it feels to suffer from Attention Deficit Hyperactive Disorder.
  
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• John Malkovich teases AFC Championship with powerfully funny cold open from CBS

  22-01-2018 13:19
  The Super Bowl always features some of the best commercials, but a teaser for the AFC Championship for CBS featuring actor John Malkovich may just top a lot of the upcoming creative for the big game.
  The cold open, which ran over four minutes before the New England Patriots took on the Jacksonville Jaguars, starred Malkovich reading a script for a teaser for the game in a symphony hall.
  In the short, he reviews the over-the-top copy and calls his agent, complaining in serious comic fashion
  
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• Selfridges to debut boxing pop-up

  22-01-2018 13:13 via campaignlive.co.uk
  Retailer Selfridges is collaborating with boutique boxing club BXR to stage an in-store boxing-themed residency.
  
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• Angry Birds maker Rovio and the NFL team up to produce special editions

  22-01-2018 13:01 via campaignlive.co.uk
  The NFL has partnered with Rovio Entertainment to create a limited-time Super Bowl game integration.
  
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• Eccentric exports: what is Seattle’s vibe?

  22-01-2018 13:00
  In downtown Seattle, at the corner of fifth and Columbia, the Seattle Municipal Tower reaches toward an expansive overcast sky. Inside there’s the Office of Housing, Seattle City Light and Human Services. Then, on floor 57, is the Office of Film and Music. That office, nestled among the austerity of civil government no less, shows how integral film and music are to making Seattle a stamp of commercial success. It works the other way too. Musicians like Macklemore and Ryan Lewis, film direc
  
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• Blockchain takes on ad fraud and the Google-Facebook duopoly

  22-01-2018 12:53
  Cryptocurrencies are beginning to smell a lot like tulips. Still no one I know in the world wanted or received a virtual reality headset for a holiday present last month. Everyone continuously waits for the flying cars that we were promised in early science fiction.
  High-tech fads come and go, and the best inventions never arrive at all. But there is one innovation that has real potential in the marketing world of 2018: blockchain.
  Two recent events have bolstered the technology. In late 20
  
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• Aldi, Lidl and Netflix named top brands for UK consumers by YouGov

  22-01-2018 12:53
  Netflix has joined Aldi and Lidl as one of the UK’s top brands for consumers, according to YouGov’s annual BrandIndex list, which measures the British public’s perception of brands.
  The German supermarket giants topped the list for the fourth year in a row, reinforcing their move from ‘big four’ supermarket challengers to competitors.
  Netflix overtook BBC iPlayer, marking the first time the streaming giant has made it into the top three, while YouTube was pushed out
  
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• Bench Press 2018 survey of UK independent agencies is now open

  22-01-2018 12:43
  The BenchPress 2018 survey of UK independent agencies is now open to online responses.
  Launched six years ago by specialist accounting firm The Wow Company, BenchPress has grown to become the largest annual poll of independent agency owners in the UK.
  Peter Czapp, co-founder of The Wow Company, urged agencies of all shapes, sizes, locations and sectors to participate, saying: “Those who complete the survey will be the first to receive the results and the final report, so it’s an
  
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• Pitch update: Sky, Pizza Hut, Mars, Shell, and more

  22-01-2018 12:17 via campaignlive.co.uk
  Sky and Pizza Hut have picked agency shortlists for their respective media and creative pitches, while three big global media accounts have been placed in review.
  
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• Trust in traditional media grows but UK now 'a nation of news-avoiders'

  22-01-2018 12:03 via campaignlive.co.uk
  The UK public's trust in traditional media has rebounded significantly as trust in social media as a news source dips and Britain becomes "a nation of news-skimmers and news-avoiders".
  
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• Havas UK elevates Tracey Barber to group CMO position

  22-01-2018 11:37
  Havas UK has reinforced its commitment to eroding divisions between its creative and media groups with the elevation of former creative chief marketing officer (CMO) Tracey Barber to the position of group CMO.
  Barber’s promotion will see her assume responsibilities for all Havas UK’s agencies, including its media businesses, together with sole responsibility for all marketing, new business and PR activity across the group.
  Barber’s promotion comes as reward for a stellar p
  
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• Creative Work of the Week: Stockholm pens an open invitation to ‘loves, haters and hesitators’

  22-01-2018 11:27
  Another Monday, another Creative Work of the Week, which this time goes to our Scandinavian friends in Stockholm for their work promoting the city as one that’s open to all.
  Visit Stockholm teamed up with Visit Sweden for the hero ad, which features a personification of the capital city reading an open letter to the world. In first person, the female voice declares: “I don’t know who you are, where you came from, who you voted for, what your family name implies… you&rsqu
  
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• Capgemini partners with HSBC World Rugby Sevens Series to 'augment' experience through data

  22-01-2018 11:10
  The HSBC World Rugby Sevens Series has secured Capgemini as its global innovation partner, a sponsorship that will see the firm enrich broadcasts with in-depth data from the sport.
  The male and female fixtures will be boosted by the tech expertise of Capgemini. It will operate with an emphasis on improving the fan experience.
  This will see the group provide data and infographics to boost the tournament experience in stadiums, on television and social. Furthermore, it will produce a web series, f
  
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• Formula 1 teams sign-off bodywork changes to expand sponsor space

  22-01-2018 11:07
  Formula 1 teams have bowed to advertiser pressure by agreeing to modify the bodywork of sports cars to increase the amount of real estate available to sponsors’ logos.
  The reported agreement will see teams undertake a series of ‘minor’ alterations to vehicles participating in the 2019 season including lower bargeboards to improve visibility of the side chassis and alterations to the rear endplates with a new flat area at the top to accommodate uninterrupted advertising.
  In Nove
  
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• YouTube creates portrait studio at Sundance Film Festival

  22-01-2018 11:02 via campaignlive.co.uk
  YouTube has partnered with Getty Images to stage an immersive photographic experience at this year's Sundance Film Festival.
  
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• Trust in traditional media rose in 2017 but a fifth of Brits completely ignore the news

  22-01-2018 10:59
  Despite persistent attacks on the free press from the leader of the free world, trust in traditional media is on the rise, contrasting with trust in social media platforms which is declining.
  Edelman’s Trust Barometer surveyed 33,000 respondents across 28 markets; it found in the year leading up to 2018, the public’s perception of the media shifted, no doubt fueled by the fake news atmosphere. 
  In 2017, trust in traditional media rose by 13%, returning to 2012 levels o
  
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• Mother art exhibit will show agency's most controversial projects over 21 years

  22-01-2018 10:48 via campaignlive.co.uk
  Mother is opening its doors to the public for an exhibition of its non-commercial work as it marks its 21st anniversary.
  
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• How Cadbury is rewarding 'loyal fans' with Creme Egg Camp

  22-01-2018 10:45 via campaignlive.co.uk
  Cadbury has built on their "Hunting season" campaign by launching a pop-up forest in London's Shoreditch.
  
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• Creative Works EMEA featuring VCCP, Karmarama, BBH, McCann and more

  22-01-2018 10:45
  Welcome to The Drum Creative Works.
  As always, this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.
  We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast.
  Voting closes for this week on Monday 29 January.
  For project information, credits and
  
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• A look inside Cadbury's Creme Egg Camp

  22-01-2018 10:45 via campaignlive.co.uk
  Cadbury has built on their "Hunting season" campaign by launching a pop-up forest in London's Shoreditch.
  
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• Cadbury pop-up to take knick-knacks as cash in reconstruction of latest ad

  22-01-2018 10:43
  Cadbury is setting up a pop-up shop to sell its Dairy Milk chocolate – but instead of cash, all that’s required in return is some form of knick-knack or trinket.
  The first ‘Glass and a Half’ store opens on Thursday for four days at 57 Greek Street, London, where 10,000 chocolate bars will be up for grabs. 'The Glass and a Half' shop has been designed to mimic the corner store layout featured in the brand's new ad campaign, which sees a young girl visiting a corn
  
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• Chivas Regal brings The Blend bar to Manchester

  22-01-2018 10:28 via campaignlive.co.uk
  Pernod Ricard-owned Scotch whisky Chivas Regal is staging a pop-up school where guests can make their own bottle of blended whisky.
  
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• Onken returns to TV as sponsor of ITV's Lorraine

  22-01-2018 10:25 via campaignlive.co.uk
  Dairy brand Onken has signed a 12-month deal to sponsor ITV's daytime magazine show Lorraine, as the brand looks to adopt a more "continuous" approach to marketing.
  
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• Cindy Gallop sparks sexual revolution with $2m Make Love Not Porn drive

  22-01-2018 10:07
  Advertising consultant Cindy Gallop has netted a healthy $2m from a mystery benefactor in a bid to spearhead a third way of representing sex online, sandwiched between the existing polar extremes of pornography and ‘no adult content’.
  Pioneering a new wave of social sex tech, Gallop is seeking to pierce a moral firewall by speaking openly about sexual education, sexual communication and sex toys in an effort to remove the social stigma of talking openly about sex.
  Gallop has bee
  
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• Roll of Honour: What it takes to win a MOMA award

  22-01-2018 10:00
  As a highly engaging marketing platform, mobile is constantly evolving to meet consumer demand for content and with that, campaigns are ever evolving and breaking the mould.
  The Drum Marketing on Mobile (MOMA) Awards celebrate the brands and agencies delivering the best campaigns and strategies that are leading the way in mobile.
  But what makes a winner? Following is five examples of the best work awarded in 2017. 
  uSwitch – Energy Switching App
  Most Innovative Use of Mobile
  
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