Marketing news

• Agencies baulk as P&G plans to cut another 50% from its roster and bring more media capabilities in-house

  23-01-2018 23:00
  Procter & Gamble will cut its agency roster by 50% by the close of 2018, the latest act in a four-year cull witnessing some 4,700 firms axed from its books. For some agencies, this is par for the course in an era defined by austerity, but others are now worrying that P&G is cutting to the bone, not just trimming fat.
  The advertising giant has been on a massive cost-savings drive since 2014 when it announced it would reduce the 6,000 agencies it works with by nearly 40% and cut agency and
  
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• Is it time to reposition positioning?

  23-01-2018 22:57
  Quick! What’s the difference between a positioning statement and set of brand values? 
  Or a value proposition and a brand’s DNA? 
  What about a brand promise and a brand essence? 
  If you answered ‘er’ to any of the above, then you are not alone. 
  Week long workshops have been spent parsing out the distinctions between ‘DNA’ and ‘purpose’. Cut through the froth, however, and we are talking about positioning. 
  But whatever we
  
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• EasyJet’s top marketer Peter Duffy departs to make way for chief data officer

  23-01-2018 21:00
  EasyJet’s chief commercial officer Peter Duffy has left the airline as part of a management overhaul that has seen new boss Johan Lundgren get rid of the top marketing position in favour of a new chief data officer role.
  Duffy has been at the airline for almost seven years, joining as marketing director before being promoted to group commercial director and then chief commercial officer with sole responsiblity for revenue generation in late 2016. Prior to his time at EasyJet he was ma
  
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• Publicis Groupe refutes anonymous letter charging overvaluation of organic growth

  23-01-2018 20:26 via campaignlive.com
  The holding company called the allegations presented to auditors on Tuesday a "destabilization attempt."
  
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• Unilever: Investing in the latest craze won’t help build brand strength

  23-01-2018 18:42
  Unilever has warned marketers not to jump on every new tech or trend bandwagon, saying maintaining brand strength should always be the key focus.
  Speaking at Mindshare’s Trends 2018 event this morning (23 January), Unilever’s global media director Ben Johnson said: “There is a risk with all these things that we invest heavily into a bandwagon that everyone is jumping on.
  “We are testing. We have 130 different pilots on the go across all sorts of different technology. The
  
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• Bring it on Bud Light: a promotional perfect storm awaits in Philadelphia


  23-01-2018 18:37
  Unless you’ve been in Narnia, you surely know that the Super Bowl is around the corner, with a rematch of the 2004 season edition featuring the New England Patriots and Philadelphia Eagles. As AgileCat has lived in the heart of Philly for 17 years, you can bet that this agency – along with the many millions in the region - is completely on fire at the thought of finally winning a Super Bowl [#FlyEaglesFly! - The Drum Americas editor].
  Back in August during training camp, the Eagles L
  
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• Omnicom's Cosine Group rebrands Bee to Hyphen and targets wider client base

  23-01-2018 18:19 via campaignlive.co.uk
  Omnicom's Cosine Group has rebranded its brand experience agency Bee as Hyphen as it aims to target a wider range of clients.
  
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• Danny DeVito gets covered in chocolate for his M&M's Super Bowl ad

  23-01-2018 17:53
  Danny DeVito is getting covered in chocolate for the Super Bowl as he becomes an M&M’s candy in a new ad.
  A teaser for the 30-second ad, which will run in the first quarter of the game, shows a bespectacled DeVito in a red M&M’s costume lounging in a pool of chocolate, saying “Mmmm…Super Bowl.” The 15-second teaser then pans out to the soundman who looks passively disgusted with the scene. It cuts back to DeVito smearing chocolate all over himself, with a q
  
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• This new start-up uses AI to predict when to send you period products

  23-01-2018 17:40 via campaignlive.co.uk
  Freda is an eco-friendly period care subscription service that uses AI to predict when to send you a box of products.
  
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• Adwatch: BT presents an antidote to digital pessimism

  23-01-2018 17:07 via campaignlive.co.uk
  Neil Godber, the head of planning at J Walter Thompson, thinks that BT's "Be There" spot by Abbott Mead Vickers BBDO shows that technology is a force for good.
  
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• Do BuzzFeed lay-offs show it's no longer possible to fund quality journalism through advertising?

  23-01-2018 17:03 via campaignlive.co.uk
  Former BuzzFeed journalists who have been laid off in the UK in the last week have been tweeting that they are available for hire.
  
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• Marketoonist on whack-an-idea

  23-01-2018 16:29
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on whack-an-idea appeared first on Marketing Week.
  
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• Time Out Digital’s CEO on driving growth at disruptive brands

  23-01-2018 16:26
  These days, not many marketers start their careers the way Christine Petersen did – going straight from an MBA degree to a role managing a £60m revenue stream for American Express. It was a baptism of fire that Petersen, now CEO of Time Out Digital, is grateful for, but which she sees as unrealistic for graduates in 2017.
  “An MBA was great when I did it, when it didn’t cost an arm and a leg,” she says. “I don’t know if the pay-off is there today, particu
  
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• P&G to cut agency roster by another 50% as it looks to ‘reinvent’ relationships

  23-01-2018 16:25
  Procter & Gamble is planning to cut its agency roster by another 50% as it looks to “reinvent” its relationship with agencies and automate and in-house more media planning, buying and distribution.
  P&G has already cut the number of agencies it works with by 60%, from 6,000 to 2,500, a move it says has saved it $750m in agency and production costs. It now wants to cut agencies by another 50% and is targeting another $400m in savings.
  CFO Jon Mueller says while the FMCG giant i
  
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• Snapchat Stories will now reach more eyeballs as app opens up Facebook and Twitter sharing

  23-01-2018 16:17
  For the first time ever Snapchat is allowing content posted within its app to be shared to other social media platforms like Facebook and Twitter; a move that could help it broaden its userbase. 
  The enigmatic messaging service will now let users share certain Snapchat content on third-party sites and blogs. This can be done via a link which allows individuals who don't have the app to view the video or photo. 
  For now the announcement doesn't relate to sponsored or bran
  
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• Cats Protection hires Immediate Future to extend its reach on social

  23-01-2018 15:56
  Feline welfare charity Cats Protection has awarded its social media marketing retainer to social specialists Immediate Future, following a competitive pitch process.
  Cats Protection is the UK’s largest charity of its kind, helping around 200,000 cats each year through its national network of over 250 volunteer-run branches and 34 centres.
  Gemma Croker, social media manager at Cats Protection, said: “We’re a small team here and staying abreast of the constant changes in social m
  
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• P&G announces second round of global agency cull

  23-01-2018 15:46 via campaignlive.co.uk
  Procter & Gamble has reduced the agencies it works with by more than half, and plans to half the number again, the FMCG company's finance chief said as it revealed encouraging sales for the last three months of 2017.
  
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• Twitter COO Anthony Noto departs to take up CEO role at SoFi

  23-01-2018 15:25
  Twitter's chief operating officer Anthony Noto is to depart the company to join finance startup SoFi as chief executive officer.
  Noto, who has been with the firm since 2014, has also held the position of chief finance officer at the social network. 
  The executive will join SoFi in March of this year. The move is likely to be a blow to Twitter investors with Noto believed to have been spearheading Twitter's push towards live programming which has included deals with the likes of Bloombe
  
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• HSBC launches $400m global media review

  23-01-2018 15:25 via campaignlive.co.uk
  HSBC is to review its estimated $400m (£286m) global media planning and buying account.
  
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• GDPR: How are we interpreting the new data regulation?

  23-01-2018 15:00
  GDPR (General Data Protection Regulation) is looming over many heads as the deadline for compliance in May fast approaches. It presents businesses with the largest adjustment to data protection laws since the Data Protection Act 1998. What challenges do businesses face in being ready for this move?
  The Drum spoke to industry experts from Verve, Oath Ad Platforms, Clear Channel UK and Summit Media on how they are getting ready for GDPR.
  How are you preparing for GDPR?
  Seen as an apocalyptic momen
  
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• Stay over in the Holland Heineken House for the Winter Games through Booking.com

  23-01-2018 14:59 via campaignlive.co.uk
  Heineken, the Dutch lager brand, is offering an overnight stay in the Holland House during the Winter Olympics in South Korea through Booking.com.
  
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• Business news site CNBC partners F1’s McLaren underlining both brands' innovation efforts

  23-01-2018 14:31
  McLaren has a new partner in business publisher CNBC that will look to highlight the innovation underway at both brands.
  With bespoke content and commercial activity lined up to publicise the multiyear deal, McLaren will tout the veracity of CNBC’s business and financial networks. In return the auto brand benefits from the news brands global audience, some 301 million people per month.
  Zak Brown, executive director, McLaren Technology Group, said: “CNBC is a world-class, industr
  
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• New MoviePass CMO Natasha Muller addresses skeptics 'who are unsure of the model and how it will work'

  23-01-2018 14:30
  MoviePass has hired its first ever chief marketing officer in Natasha Muller, formerly of Mashable. She is tasked with helping scale the service in key markets as the company chases profitability through the sale of subscriber data.
  The movie subscription service costs just $9 a month in the United States – in some regions less than the price of a single ticket. For this, subscribers can redeem a cinema ticket every day although limited movie stocks will temper this behavior.
  Recently pass
  
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• New MoviePass CMO Natasha Mulla addresses skeptics 'who are unsure of the model and how it will work'

  23-01-2018 14:30
  MoviePass has hired its first ever chief marketing officer in Natasha Mulla, formerly of Mashable. She is tasked with helping scale the service in key markets as the company chases profitability through the sale of subscriber data.
  The movie subscription service costs just $9 a month in the United States – in some regions less than the price of a single ticket. For this, subscribers can redeem a cinema ticket every day although limited movie stocks will temper this behavior.
  Recently passi
  
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• Belvita spot from Gravity Road ranked as world's most emotionally engaging ad of 2017

  23-01-2018 13:43 via campaignlive.co.uk
  An ad for Mondelez breakfast biscuit brand Belvita, featuring a train announcer with a penchant for cheesy comedy, has topped a ranking of the world's most emotionally engaging advertising.
  
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• Inside Superunion, the new WPP branding agency aiming to prove size and creativity do go together

  23-01-2018 13:30
  After just five months in the making, WPP has today taken the wraps off Superunion, the behemoth branding business formed following the merger of its agencies Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT.
  The new agency will be led by global chief executive Jim Prior (formerly head of The Partners) and executive chairman Simon Bolton (Prior’s counterpart at Brand Union) who have installed Greg Quinton, a 30-year veteran of The Partners, as chief creative officer.
  With a
  
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• WPP unveils Superunion as name of branding agency network

  23-01-2018 13:16 via campaignlive.co.uk
  Superunion is the name of the new WPP branding agency network that has brought together five agencies, Brand Union, The Partners, Lambie-Nairn, Addison and VBAT.
  
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• UK Top Shazamed Ads: Haven Holidays still on top while Missguided leaps in at number two

  23-01-2018 12:30
  The Drum's Shazam chart is based on the number of times each ad has been Shazamed over the past week using the music identification app.
  Haven Holidays is still smashing the charts for the third week in a row, but a new addition swoops in at second place. 
  Missguided steps into 2018 with a look at its latest fashion range, following a group of young women around various high school sporting grounds, to Cliq's 'Wavy'.
  Moving down two spots is Thomas Co
  
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• Mark Ritson: Facebook news feed changes were needed to fix it before it breaks

  23-01-2018 12:19
  It’s three weeks since Mark Zuckerberg announced his personal challenge for 2018 was to “fix” Facebook and two weeks since we saw the first tactical implication of that decision, with major changes to the Facebook news feed algorithms. Promoted posts from brands and publishers are being slashed to prioritise content from friends and family contacts.
  In that time, we have seen a deluge of analysis examining what the move will mean for publishers (“devastating”); bra
  
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• Carrefour Group appoints Publicis.Sapient for global e-commerce transformation

  23-01-2018 11:35 via campaignlive.co.uk
  French supermarket giant Carrefour has announced that it will work with Publicis.Sapient to become a global leader in e-commerce.
  
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• Ear to the Ground promotes Richard Adelsberg to MD in Fan Intelligence push

  23-01-2018 11:29
  Ear to the Ground, specialists in connecting rights holders and brands with sport and music fans, has promoted Richard Adelsberg to managing director, a role which will entail further development of its proprietary Fan Intelligence platform.
  The former client services director will lead a new management team tasked with building on last year’s successes, which saw the business secure a string of new client wins including Beats by Dre, Asics, Canterbury, Pringles, and Npower.
  Adelsberg
  
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• Formula E repositions brand away from traditional motorsports

  23-01-2018 11:15 via campaignlive.co.uk
  The new look for Formula E - the electric street racing brand - is aimed at making it distinctly different from traditional motorsports.
  
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• Facebook and Google now acknowledge they are media companies by hiring editorial staff, says Sir Martin Sorrell

  23-01-2018 11:11
  The duopoly of Facebook and Google are now making moves that contradict their long-established stance that they are not media companies, stated WPP chief executive Sir Martin Sorrell while speaking at the World Economic Forum Annual Meeting in Davos.
  Discussing the changing role of both companies that control “75% of digital advertising, and 30% of the world market," Sorrell said: “They have not philosophically acknowledged that they are media companies to date, b
  
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• McCann names Rob Smith as first chief client officer

  23-01-2018 11:08 via campaignlive.co.uk
  McCann Worldgroup UK has promoted McCann London's executive vice-president Rob Smith to the new role of chief client officer.
  
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• How D&AD's New Blood Shift finds untapped creative talent

  23-01-2018 10:56 via campaignlive.co.uk
  While a lack of diversity has plagued the ad industry, last week's D&AD New Blood Shift London Showcase offered a glimmer of hope.
  
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• Campaign Media Awards entry deadline extended to 31 January

  23-01-2018 10:28 via campaignlive.co.uk
  The deadline for entries for the revamped Campaign Media Awards 2018 has been extended to 31 January.
  
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• ‘Stellar’ global ad spend growth projected to reach 4.7% in 2018

  23-01-2018 10:23
  Growth in global ad spend is projected to further accelerate over the course of 2018, reaching a total of $572bn before the year is out on the back of 4.7% annual growth.
  The bold prediction was made by marketing intelligence service Warc via its latest Global Ad Trends report, which calculated likely ad expenditure across 96 global markets.
  Full-year projections for 2018 have been given a helping hand by PyeongChang Winter Olympics, Fifa World Cup and US mid-term elections, further enhance
  
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• Roll of honour: how to win outside of the M25 at The Drum Roses Awards

  23-01-2018 10:20
  Beyond London, there is a cornucopia of creative work that should be lauded. The Drum does just that with The Roses Creative Awards, which recognise the very best creativity in advertising, design and digital outside of London.
  Each year sees the best regional agencies compete for a gold, silver or bronze accolade, awarded by a prestigious judging panel.
  Leith Agency
  DESIGN: Identity Design - GOLD
  Leith picked the most crowded market there is, gin, and created a brand ‘Another Effing
  
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• Global adspend growth to accelerate to 4.7% in 'stellar' 2018

  23-01-2018 10:12 via campaignlive.co.uk
  Warc anticipates global adspend growth this year to ring in at a healthy 4.7%, or $572bn (£410bn).
  
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• Why tone of voice gurus drive Porsches

  23-01-2018 10:00
  Prick your ears up.
  I’m about to share with you five pieces of tone of voice advice.
  Advice for which large organisations have collectively paid their authors millions.
  Ready?
  1. Use short sentences.
  2. Avoid jargon.
  3. Write in the active voice.
  4. Use personal pronouns.
  5. Don’t patronise your reader.
  You can make your cheque out to—
  What? You didn’t think that was worth paying for?
  But I’ve read those same five gems in every brand book I’ve been given in th
  
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• Muslim model exits L’Oreal campaign amidst Israel tweet furore

  23-01-2018 09:57
  The Muslim model named on Friday as the first hijab-wearing woman to front a main stream hair care advert has resigned under a cloud following revelations about her Twitter past.
  Amena Khan was named as the new face of L’Oreal four days ago but her position quickly became untenable after tweets authored by the model and blogger from 2014 were uncovered having conveyed an ‘anti-Israel’ sentiment.
  In an Instagram statement confirming her decision to quit, Khan wrote: “I rec
  
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• Competition & Markets Authority blocks Fox's £11.7bn Sky takeover

  23-01-2018 09:48 via campaignlive.co.uk
  Rupert Murdoch's bid to take full ownership of Sky has been provisionally blocked by the Competition & Markets Authority because the deal would give the media mogul's family too much power.
  
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• Premier League scores as football TV rights predicted to surpass £10bn

  23-01-2018 09:27
  The full market value of Premier League football rights has been predicted to surpass the barrier of £10bn for the first time, signaling that the allure of top flight TV hasn’t lost its lustre in the age of digital streaming.
  Valuations have been pushed northwards to ever more eye-popping extremes courtesy of the arrival of new entrants to an increasingly competitive market which have been steadily driving up the price.
  The latest calculations by Ampere Analysis show that the le
  
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• Baidu, Alibaba and Tencent set to dominate programmatic ad spend in China for the foreseeable future

  23-01-2018 09:18
  Chinese Internet giants Baidu, Alibaba and Tencent (BAT) will account for the lion share of programmatic expenditures in China as advertisers are predicted to invest $22.81 billion on programmatic digital display ads this year in the Asian country, with mobile accounting for 83.7% of that total.
  This is according to eMarketer’s latest forecast of programmatic ad spending, which also found that by the end of 2019, programmatic digital display ad spending in China will reach $29.61bn, repres
  
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• Fox’s takeover of Sky provisionally ruled ‘not in public interest’ by CMA

  23-01-2018 09:15
  The proposed merger of Sky and 21st Century Fox would not be in the public interest due to media plurality concerns, the UK’s Competition and Markets Authority (CMA) has provisionally ruled.
  The CMA was investigating Fox’s proposed takeover of the telecoms firm on the grounds of commitment to broadcasting and media plurality, after a referral from the Department of Culture, Media and Sport in September. It found the deal to fall down on the latter, despite the body noting that Fox &l
  
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• New SelfieSTIX app allows dog owners to have a woofing good time

  23-01-2018 08:06
  Having previously introduced the SelfieSTIX, a specially designed clip that attaches the DentaStix to the top of your smartphone to help dog owners create perfect selfies with their pets, Pedigree has now launched the SelfieSTIX app that lets people add fun filters to their dogs’ perfect photos.
  The app easily converts peoples’ canine companions into a delightful cast of characters, including police officers, aviators, university graduates, safari explorers and cowboys by using
  
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• Ad of the Day: Lynx stirs up Aussie and Kiwi rivalry with cheeky campaign

  23-01-2018 07:51
  Lynx has added fuel to the long-burning rivalry between Australia and New Zealand with a cheeky new campaign to promote its newest fragrance, Lynx Australia.
  The campaign, which features New Zealand actor Julian Dennison (Hunt for the Wilderpeople), launches the new fragrance by promoting the confidence it can provide men – even kiwis.  
  The ad sees Dennison play Humphrey, a young man in awe of his older brother’s talents, in particular, his ability to talk to girls. Humphrey is
  
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• Creative Works APAC featuring Zeno Group, Posterscope, The Monkeys, Grey and TBWA

  23-01-2018 06:46
  Welcome to The Drum's APAC 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 APAC 'Creative Work of the Week.'
  We've now introduced our new five-star voting system. To vote for your favorite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Tuesday 30 January.
  For project information, credits and mo
  
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• Life insurance company TAL takes to the skies to promote partnership with Flying Doctors

  23-01-2018 05:43
  Life insurance company TAL is promoting its partnership with Australia’s Royal Flying Doctor Service (RFDS) with a new campaign.  
  The campaign aims to launch the partnership, which will see TAL support the RFDS, one of the largest and most comprehensive aeromedical organisations in the world and the most trusted charity brand in Australia.   
  The ad brings to life the experience of the service, which provides health care and 24-hour emergency service to people in Austr
  
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• Women hold up half the sky: How China is building a gender equal ad industry

  23-01-2018 02:54
  A quick glance at the leadership teams of advertising and media agencies in China reveals a gender balance unmatched in other markets, with women holding the top jobs at no less than 20 leading agencies across Greater China.  
  Agencies such as BBDO, BBH, Carat, Cheil, Dentsu Aegis Network, Leo Burnett, Mindshare, OMD, PHD and Publicis Media, are just some of the industry giants helmed by women. The trend is significant, especially when compared to other markets. However, to the women The Dr
  
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