Marketing news

• YouTube is now the most viewed video platform in APAC, barring China

  31-01-2018 23:30
  With 45.5% digital video viewers, YouTube has been named as the most popular video viewing platform in APAC, according to eMarketer.
  The number is further expected to rise by nearly 13%. The report named India as the fastest growing market with the viewership expected to rise from 203 million  in 2018 to 285 million by 2021. Empowered by internet penetration, mobile phone video viewers in India will also rise to 204 million in 2021.
  As for China, video platforms lik
  
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• Wendy’s calls out McDonald’s frozen beef in Super Bowl ad

  31-01-2018 23:09
  Wendy’s isn’t pulling any punches in its Super Bowl ad this year, which calls out rival McDonald’s use of frozen beef in its burgers.
  Wendy’s has long touted its use of “fresh, never frozen” beef in its own fare, a selling point that was the subject of its Super Bowl ad last year. Now, the chain is upping the ante with a snarky spot that points out a “not-so-hidden gem” on McDonald’s website.
  Show me entity :: 17895
  In the commercial, Wendy&r
  
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• Heineken’s social experiment aims to narrow the communication gap between parents and kids in India

  31-01-2018 22:58
  Heineken's social experiment addresses the communication gap that exists between parents and their sons/daughters in India and aims to encourage both to close that gap.
  The campaign titled 'Generations Apart' features stand-up comedian Rudy Singh who, in a humorous take on Indian society, explains how most of the times kids choose their career path based on their parents choice. Also, about how uncommon it is for fathers/mothers and sons/daughters to sit down and have a chat over beer.
  He furthe
  
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• TD Ameritrade goes 'All Night Long' in campaign with cameo by Lionel Richie

  31-01-2018 22:09
  TD Ameritrade is letting retail investors trade 24 hours a day, five days a week, and the brand has enlisted Lionel Richie to help tell the story. 
  Havas New York worked with TD Ameritrade on a concept that put forth the 'all night long' trading window, so they thought music legend Richie and his signature song who resonate with the TD Ameritrade target audience of people 35 and older. In the primary TV spot, traders in the green room are disappointed to be “missin
  
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• Zoopla apologises for #Metoo ad blunder

  31-01-2018 21:44 via campaignlive.co.uk
  Property website Zoopla has apologised after its latest ad campaign was accused of making light of the recent #metoo campaign against sexual harassment.
  
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• DiGiorno claims frozen pizzas make people happier than delivery ones in latest campaign

  31-01-2018 19:18
  DiGiorno recently conducted a social experiment of sorts to try and prove that people actually prefer frozen pizza over delivery or carryout, whether they realize it or not.
  According to Crimson Hexagon data cited by the Nestlé-owned brand, nearly 80% of all online posts about carryout and delivery last year were not positive. That statistic was the catalyst behind DiGiorno’s recent experiment, which sought to show that partygoers are happier when a pizza is baking in the oven than
  
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• US Creative Work of the Week: Land O' Lakes wows with hand-crafted animation

  31-01-2018 19:16
  The Martin Agency may be known for their smart Geico ads, but this week the agency is getting accolades for its work for Land O' Lakes butter, thanks to some incredibly detailed hand-crafted animation.
  The Martin Agency worked with artist/designer/director Kyle Bean, whose work inspired the new Land O’Lakes 'Farm to Table' campaign. Bean and the team at Hornet built a miniature farm for Land O’Lakes' simple message that shows that the company delivers its products from their dai
  
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• Everyman Cinema bans films to open mental health discussions

  31-01-2018 19:12 via campaignlive.co.uk
  Everyman Cinema is banning films for one day to encourage people to talk openly about mental health.
  
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• Secret Cinema celebrates 10 years with Blade Runner

  31-01-2018 18:59 via campaignlive.co.uk
  Secret Cinema is celebrating its 10th anniversary with its biggest-ever live experience.
  
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• Amazon bounds past Apple and Google to become the world's most valuable brand

  31-01-2018 18:38 via campaignlive.co.uk
  Amazon has topped Brand Finance's Global 500 list of the most valuable brands, knocking last year's number one, Google, into third place.
  
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• Pick of the week: BBC Sport's Olympics film is beautifully crafted

  31-01-2018 18:07 via campaignlive.co.uk
  Gurjit Degun loves BBC Sport and Y&R London's work for the Winter Olympics.
  
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• Turkey of the week: Virgin Active ad makes the gym the stuff of nightmares

  31-01-2018 17:54 via campaignlive.co.uk
  Simon Gwynn was left with a desire to be a fat layabout after watching Virgin Active's new campaign.
  
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• Avocados from Mexico Super Bowl ad shows what happens when you forget the chips

  31-01-2018 17:45
  To tease its fourth Super Bowl campaign, Avocados from Mexico utilized the talents of Hollywood sort-of star Chris Elliott for a comically bizarre infomercial. The actor makes an appearance in the brand’s Super Bowl in-game spot, but the real stars are the actors who cause mayhem when they find out there are no chips for the guacamole.
  Airing during the second quarter of the Super Bowl, Avocados from Mexico’s ‘GuacWorld’ unites a chosen few in a perfect world. In the
  
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• Betfair reviews advertising after chief marketer Devitt departs

  31-01-2018 17:26 via campaignlive.co.uk
  Betfair is reviewing its advertising and chief marketer Jonathan Devitt has left the company.
  
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• Keanu Reeves inspires with motorcycle stunt in Squarespace Super Bowl ad

  31-01-2018 17:18
  Leading up to the Super Bowl, Squarespace has featured actor Keanu Reeves in a series of teasers contemplating a website for his motorcycle company, Arch Motorcycle. In the ad that will air during the big game, Reeves uses inspiring self-affirmation language while surfing his cycle.
  In the 30-second feature spot, we see a man standing atop his motorcycle as it rushes down a desert highway. A voice, like those on any self-help audio tracks, states “You are an important person…&r
  
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• The New York Times tackles concussions - and the NFL - in new 'truth has a voice' spot

  31-01-2018 17:13
  Headlines tell the story of the New York Times' longtime investigation of concussions, CTE and the NFL in a haunting spot that the publisher has released ahead of Super Bowl weekend.
  The spot opens with the headline "Seau to Enter Draft," in reference to professional football hall-of-famer Junior Seau from the San Diego Chargers.
  For the uninitiated, the subsequent headlines look as though they're showcasing career highlights of a legend taking shape over the '90s, coinciding
  
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• Where is Experience Design headed in 2018?

  31-01-2018 17:00
  Trends, by definition, come and go, but our mission as experience designers remains the same: to make people’s lives better. Here are my predictions for the remainder of the year ahead.
  Data revolution
  When GDPR (General Data Protection Regulation) takes effect in May this year, many companies will face the prospect of being non-compliant and will need to redesign their services. As customers will hold all the power over the use of their personal data, companies will have a duty to in
  
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• Open Study College reappoints Flow Creative for billboard video campaign

  31-01-2018 16:58
  Distance learning provider Open Study College (OSC) has re-hired northern quarter-based design and animation agency Flow Creative to produce billboard videos that promote the variety of courses on offer.
  Currently showing on 45 screens around Birmingham city centre, the five 10-second videos are based on the same design Flow created on its first appointment with the institution last year. Featuring a young mum at home, a retired lady, a creative type, a sporty male and a businesswoman,
  
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• 2018's top tools to assist your sales and marketing teams

  31-01-2018 16:30
  The right tools can mean the difference between success and failure. Not only will they make your life easier, but they have the power to make your sales and marketing teams work smarter, not harder. 
  Here we round-up some of the best customer relationship management (CRM), marketing automation, event management and prospecting tools every marketer needs to know in 2018. 
   
  Save time with focused prospecting
  It’s vital to keep your objectives in mind when prospecting new bus
  
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• M&C Saatchi backs new production company with female-only director roster

  31-01-2018 16:09 via campaignlive.co.uk
  M&C Saatchi is backing a new production company that will feature an all-women roster of directors.
  
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• Ad of the Day: After Alexa loses her voice, Bezos and Amazon enlist celebrity replacements in Super Bowl ad

  31-01-2018 16:00
  After a teaser ad where Amazon’s Alexa loses her voice, with an appearance by founder and chief executive officer Jeff Bezos, the story continues by showing Alexa celebrity replacements for the e-commerce giant’s Super Bowl ad.
  London agency Lucky Generals created its first ever Super Bowl spot with the star-laden ad – in partnership with D1, Amazon’s in-house creative unit.
  The 90-second spot continues by including the teaser, where a woman at home asks Alexa for the wea
  
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• Take our quiz: what kind of marketer are you?

  31-01-2018 15:58
  The post Take our quiz: what kind of marketer are you? appeared first on Marketing Week.
  
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• KFC's twerking chicken tops ASA's most complained about ads in 2017

  31-01-2018 15:53 via campaignlive.co.uk
  KFC's campaign featuring a dancing chicken was the most complained about ad last year, according to the Advertising Standards Authority.
  
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• TV Ad Spend Weekly: The Valentine's Day push begins with Kay

  31-01-2018 15:31
  Brands continue to invest heavily in above-the-line content, and television is still seen as the place to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most on newly-launched creative on US national broadcast and cable TV.
  Advertising spend on new national TV placements remained relatively flat during the week of January 22, 2018 compared to the previous week with expenditures for new ads reaching $164m. Even with NFL games on a bye
  
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• What publishers should be doing to get over Facebook

  31-01-2018 15:20
  If you’re anything like me, you’re getting dangerously close to peak Facebook – not from using it, but from reading about it.
  Since The Zuck’s big January announcement, it feels like all anyone in media and marketing has written about is how the world’s biggest social network has screwed publishing (again).
  Unfortunately, like a bad newsfeed, this one is going to run and run and run.
  On the off chance that you started the year with an off-grid retreat… Facebo
  
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• What do New York City consumers think of Super Bowl ads?

  31-01-2018 14:50
  New York may not have a team in this year's big game, but New Yorkers are rarely without an opinion. Since the Big Apple is also the home to some of the most prominent agencies that generate content for the Super Bowl, The Drum asked New Yorkers what they thought of the commercials that command the biggest media buys of the year (this year topping the $5m mark).
  We passed the microphone to people all over Manhattan, from Times Square to Madison Square Park and places in between, and asked if the
  
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• US Creative Works: featuring BBDO NY, Partners + Napier, David Miami and more

  31-01-2018 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.’ 
  This week is full of Super Bowl previews and spots, but there are other gems here too, so click through, take a look and vote for your favorites. For project information, creative credits and more, click on the project
  
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• Leon creates speed-dating night for Valentine's Day

  31-01-2018 14:28 via campaignlive.co.uk
  Leon, the fast food restaurant chain, is hosting a speed-dating night.
  
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• Lloyds ads open up about mental health in winning campaign from Channel 4's diversity contest

  31-01-2018 14:11 via campaignlive.co.uk
  Lloyds Bank is tackling mental health stigma in a new ad campaign on Channel 4, the winning work in the broadcaster's Diversity in Advertising Award.
  
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• Cadbury, HSBC and RAF among six on £1m Channel 4 diversity prize shortlist

  31-01-2018 14:11 via campaignlive.co.uk
  Channel 4 has revealed the six brand and agency partnerships that made the cut to compete for the £1m prize of free airtime on offer in its Diversity in Advertising Award.
  
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• Starbucks’ Rewards scheme is part of its much bigger vision for a blockchain-backed digital currency

  31-01-2018 14:08
  The growing number of mobile transactions Starbucks is processing has led it to look at how blockchain technology could soon “form the basis of a digital currency with real consumer use” and start planning for a future where it is the brand that “legitimatises” its use.
  Sitting at the heart of Starbucks’ future-proofing plan is its Rewards scheme.
  Launched in 2016, Starbucks says the mobile app attracted some 1.4 million new members to its already 14
  
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• GroupM's former global digital chief Rob Norman confirmed as Playbuzz board member

  31-01-2018 14:00
  Recently retired GroupM global chief digital officer, Rob Norman, has been named to the board of directors for storytelling platform Playbuzz.
  Norman, who continues as a senior advisor to GroupM following his 31 years in various WPP roles said of his appointment: “In the digital world, impressions are cheap and harnessing users’ attention spans has never been more important. Playbuzz has developed creative, high-performing products, as well as trusted partnerships with premium publis
  
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• D&AD's Holly Hall named MD of Bima as it agrees Microsoft partnership

  31-01-2018 14:00
  Digital trade body Bima has named D&AD’s international business director Holly Hall as its new managing director, taking over from Bridget Beale after nearly four years in the role.
  Hall, who has been with D&AD since 2006, will be tasked with the continued expansion of Bima, which will include leading its newly formed partnership with Microsoft. This will comprise several initiatives and events for the membership network., including briefings with the tech giant's experts
  
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• Nissan: We still have work to do to build brand trust

  31-01-2018 13:18
  Nissan had a bumper 2017, with car sales hitting a record high of 5.82 million globally and its alliance with Renault and Mitsubishi helping it emerge as the world’s biggest seller of light vehicles in 2017, knocking Volkswagen off the top spot.
  Yet Philippe Saillard, Nissan Europe’s outgoing senior vice-president of sales and marketing, believes the car marque still has a job to do on trust. He says while key brand metrics are on the rise, particularly in the UK where the brand is &
  
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• Behind Team GB's Kitting Out event, the Winter Olympics marketing icebreaker

  31-01-2018 13:18
  As the Winter Olympics approaches, the challenge facing Team GB's marketers is how to familiarise the public with athletes who have previously had little exposure.
  “Many of them are unknown to the British public – albeit not for long,” Chris Ross, acting head of marketing of Team GB told The Drum.
  Ross is planning to treat the athletes as social influencers, capturing POV content from as many team members as possible and sometimes even giving them control of the socia
  
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• UK ad market growth to slow in 2018 as digital spend decelerates

  31-01-2018 13:16
  The UK ad market is expected to see growth slow this year as increases narrow in digital and mobile spend and despite improvements in the traditional ad market.
  Mobile accounted for nearly one in four pounds spent on advertising in the third quarter of 2017, a 30.7% rise year on year, according to the latest Expenditure Report from the Advertising Association and Warc.
  Mobile ad spend is now expected to pass the £5bn mark in 2017, up from £3.9bn the previous year, with investment foc
  
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• Brand experience agency Wolfe to go into liquidation

  31-01-2018 13:11 via campaignlive.co.uk
  Wolfe, the independent brand experience agency based in Manchester, is going into liquidation.
  
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• Urban Nerds launches event to fund cultural bursaries for upcoming marketers

  31-01-2018 13:06 via campaignlive.co.uk
  Urban Nerds, the youth and culture marketing agency, is set to hold a not-for-profit event in March to inspire the next generation of brand marketers.
  
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• Urban Nerds launch event to fund cultural bursaries for upcoming marketers

  31-01-2018 13:06 via campaignlive.co.uk
  Urban Nerds, the youth and culture marketing agency, is set to hold a not-for-profit event in March to inspire the next generation of brand marketers.
  
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• UK's first advertising Emmy just out of reach for Lucky Generals

  31-01-2018 12:50 via campaignlive.co.uk
  Lucky Generals has missed out on becoming the first UK creative agency to win an Emmy after judges of the US television awards chose P&G's 'The Talk' as the winner of the Outstanding Commercial category.
  
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• Celebs fill in for Amazon Alexa in Lucky Generals' first Super Bowl ad

  31-01-2018 12:50 via campaignlive.co.uk
  Amazon's star-studded Super Bowl ad shows what happens when its smart-home device Alexa loses her voice.
  
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• Dutch travel gift company Flightgiftcard appoints Rooster for UK launch

  31-01-2018 12:41
  Dutch brand Flightgiftcard has appointed Rooster to launch the first-of-its-kind cross-airline gift card in the UK.
  Launching this February, Flightgiftcard is the world’s first cross-airline flight gift card brand. It offers Brits the opportunity to give the gift of travel while allowing giftees complete freedom to choose and book flights, via the Flightgiftcard website, with over 300 airlines, to any of 980 destinations in 70 countries worldwide.
  Rooster’s brief for the Flightgiftca
  
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• Twitter's EMEA agency head Helen Lawrence heads stateside for global role

  31-01-2018 12:40
  Helen Lawrence, Twitter’s head of creative agency development EMEA, has been promoted to the platform’s global head of social media.
  Lawrence, who has held the EMEA agency role for the past year, will relocate to San Francisco for the position. She will be tasked with leading Twitter's multi-channel social media campaigns and editorial globally when she officially begins on 26 February.
  Twitter is yet to confirm her replacement in EMEA.
  Joining the social network in 2014, Lawrence pr
  
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• Premier League rights auction explained: what if an OTT platform did enter the market?

  31-01-2018 12:40
  An ancient Chinese proverb says: "When the wind of change blows, some people build walls, others build windmills." This feels apt given the excitement surrounding the tender for the 2019-2022 English Premier League broadcast rights currently taking place.
  The rumour mill has been in overdrive with speculation that over-the-top  platforms and other non-traditional players are going to enter the market and secure rights with monster bids.
  To be clear from the outset, we are not claiming
  
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• People on the move featuring CNN, Airbnb, House of Fraser and more

  31-01-2018 12:30
  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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  Absurd
  Absurd has appointed Rob Noble as a non-executive director.
  Previously, Noble held the position of founder and chief executive at Great Fridays before its acquisition by EPAM Systems in 2014, to which he became vice president until 2017. He joins Absurd as a strategic advisor t
  
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• Match to help women find a partner through 'natural male odours'

  31-01-2018 12:24 via campaignlive.co.uk
  Match, the online dating service, will be helping women find a partner through their sense of smell for this Valentine's Day.
  
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• We Are Social launches sport division to capture growing trends around social

  31-01-2018 11:55 via campaignlive.co.uk
  We Are Social has launched a dedicated sports marketing division to offer a social-first approach to tackle the changing relationship between sports and social.
  
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• Time’s up For the fiction factory

  31-01-2018 11:52
  “You get the politicians you deserve”, was Barack Obama’s response to the tumultuous geo-political events of 2016. And while the NY Times investigation into the fraudulent activities of Devumi exposes the scam that masquerades as “influencer marketing”, a similar accusation could be said of our industry where celebrity and influence are concerned.
  Because for too long, the promise of success to marketers has been shrouded in a more convoluted arrangement of smoke an
  
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• Times Newspapers boss Duncan to be chair of judges at British Media Awards 2018

  31-01-2018 11:41 via campaignlive.co.uk
  Chris Duncan, the managing director of Times Newspapers, has been named the chair of judges for the British Media Awards 2018.
  
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• UK government vows to address gender imbalance by signing Tech Talent Charter

  31-01-2018 11:40
  The UK government has become the latest signatory of the Tech Talent Charter, a voluntary vow to boost gender diversity in information technology positions.
  As part of its commitment to promoting equal opportunities the government is also writing to global technology giants asking them to sign up as well in an effort to put the country at the forefront of efforts to redress an imbalance between men and women.
  Encompassing all organisations employing people in technology roles the charter obliges
  
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