Marketing news

• Ryanair CMO says there will be more to its marketing than just price in 2018

  05-02-2018 22:30
  Instead of price-focused ads, Ryanair’s marketing plans for the coming year will increasingly focus on customer service improvements and building its travel content business after investing in an in-house studio last year, according to its chief marketing officer.  
  Despite being hit with a slew of criticism last September after cancelling over 2,000 flights due to a staffing oversight, Ryanair announced today (5 February) that it had delivered a 12% rise in p
  
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• Ad of the Day: Lorde's Tears for Fears cover sets haunting tone of BBC's Women's 6 Nations promo

  05-02-2018 19:49
  BBC Sport’s trail for the Women’s Six Nations features the rugby tournament's captains fiercely lip-syncing to Lorde’s dark cover of Everybody Wants to Rule the World.
  Created by Whisper Films, the spot highlights the physical dedication of female rugby players through close-up shots of intensive gym sessions, intercut with shots of impressive yet painful-looking tackles on the field. 
  Lorde’s slowed down, minor key cover of Tears for Fears’ 80s classic provide
  
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• 'Having the Super Bowl here in Minneapolis has been a creative dream': Independent Insights, featuring Jenifer Anhorn of Periscope

  05-02-2018 18:58
  Welcome to Independent Insights, a regular series that features interviews with independent agency leaders across the country. This week we’re featuring a Q&A with Jenifer Anhorn, executive vice president, business development at Minneapolis-based agency, Periscope.
  Periscope is a Midwestern powerhouse, driving business results for household names like Target, Welch's, Best Buy, and Buffalo Wild Wings, as well as local and regional brands like Major League Baseball's Minnesota Twins an
  
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• Whole Foods goes for humor in latest ad push

  05-02-2018 18:53
  Whole Foods has released a series of quirky ads in a bid to show off the grocer’s array of offerings, like its in-store wine bar and a plethora of gourmet cheeses.
  Created by MullenLowe LA, which won the Austin-based company’s creative account in October, the campaign uses humor to illustrate what a typical Whole Foods shopping experience might look like.
  For instance, in one ad, a bewildered man can’t seem to decide which “soft, but not too soft” cheese he should p
  
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• Super Bowl 2018: The advertising winners and losers

  05-02-2018 18:51
  The Super Bowl is one of the biggest advertising platforms in the world, with brands reportedly shelling out a whopping $5m in return for a 30-second ad slot. But with the stakes so high – and with the competition fiercer than ever, it takes a lot to stick in viewers’ minds for the right reasons.
  While many brands chose last year’s Super Bowl to make a political statement it was the brands that opted for humour that won over viewers. And it looks like advertisers learned f
  
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• FCB Inferno names Richard Lawson as managing director

  05-02-2018 18:45 via campaignlive.co.uk
  Richard Lawson, former managing director at Anomaly, is joining FCB Inferno in the same role.
  
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• Google India unveils a Security Check campaign to combat account hijackings

  05-02-2018 18:44
  Google India has unveiled a public initiative campaign called "#SecurityCheckKiya" (Have you done the security check?) with the aim to help users protect themselves  from account hijacking, malicious apps and loss of personal data. 
  Google is urging users to take up their two minutes security check before logging into their devices.
  The security checkup provides a clear security status and personalized recommendations to help users strengthen their account security. A green check mark
  
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• BIMA announces winners of Digital Day 2017

  05-02-2018 18:08
  BIMA has released the winner from its Digital Day, an event which saw industry professionals from agencies going into over 140 UK schools to share experiences and advise students on the tasks they were set.
  At the end of the day, which took place in November last year, presented their marketing pitch to win the clients approval, and now the results are in.
  Due to the vast amount of applications, the process has been handled by a number of people. BIMA took the original 140 applications and whitt
  
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• Food Network creates six-patty burger to celebrate new Man v. Food series

  05-02-2018 17:54 via campaignlive.co.uk
  Food Network, the US food channel owned by Scripps Networks Interactive, has created three-kilogram burger to mark the new series of Man v Food.
  
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• Cats believe humans are sending their poop to the moon in a worldwide conspiracy for PetSafe

  05-02-2018 17:39
  According to the cats in a new campaign for PetSafe’s ScoopFree self-cleaning litter box, humans are harvesting cat poop and shuttling it to the moon in an alien conspiracy that appeases our otherworldly creators.
  Agency Humanaut partnered with PetSafe for a follow-up to 2016’s Catspiracy campaign to promote the litter box – a hands-free device so effective at keeping litter boxes fresh and clean that the cats of the world are convinced it is proof of a global conspiracy wherei
  
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• Justin Pearse leaves Digiday for partner role in Bluestripe Media

  05-02-2018 17:16
  Justin Pearse has left Digiday to become a partner at Bluestripe Media, where he will take an equal share in the business alongside husband and wife owners Andy and Lydia Oakes.
  Pearse joins the communications agency as it celebrates its one-year anniversary and following his own three-month stint heading up branded content for Digiday. Before that, he was with The Drum Studios for three years.
  Andy Oakes and Pearse have worked together regularly over the years, first at New
  
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• ‘Lady Doritos’: a solution to a problem that doesn’t exist

  05-02-2018 16:46
  The CEO of PepsiCo, which makes Doritos, thinks it has spotted a gap in the market for a cleaner, quieter version of the snack. One marketing expert isn’t so sureIn the world of crisps, there are only a handful of products that are obviously created for a specific consumer – flame-grilled, meaty ridges for the most masculine of men, stupid low-fat, rice-cake-based “crisps” for oppressed women and pickled onion Monster Munch for true connoisseurs.You would think most crisp
  
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• ‘It’s not the sexy side of AR’ that matters: three key takeaways from new report

  05-02-2018 16:31
  Augmented Reality (AR) is set to be huge in the next few years. But some brands have fallen for the “wow” factor by rushing AR campaigns without thinking about crucial goals such as return on investment, data and bridging the digital and offline worlds.
  A new report, Unlocking Augmented Reality For Business, produced by The Drum, in association with AR specialists AdsReality, explores how marketers can achieve these goals without falling into the common AR gimmick trap.
  Below are the
  
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• Ed Pilkington: Uncertainty is no excuse for failing to plan

  05-02-2018 16:25
  I was watching a Newsnight programme at the start of the year, where the panel were looking ahead to 2018. Before they started predicting what the year ahead might hold, the group (the majority having featured on the panel the previous year) reflected on what had happened in 2017 and which of their previous predictions they had got right.
  In some cases they had been pretty much spot on and in other cases they had been very wide of the mark. This got me thinking about the planning process that al
  
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• McCann Worldwide broaches #MeToo with internal memo

  05-02-2018 15:38 via campaignlive.co.uk
  McCann Worldwide has sent a memo to staff to encourage them to speak up if they have a behaviour or concern in the workplace.
  
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• The Wellness Diaries: testing Wunderman's efforts to improve employee health

  05-02-2018 15:35
  Today (5 February) sees The Drum launch The Wellbeing Diaries, a video series examining, and occasionally putting to the test, brands' and agencies' bid to improve their employees' wellbeing in the workplace.
  To kick off the series, we headed to Wunderman UK to speak to chief executive Pip Hulbert who was leading a ‘fab abs’ class in the agency's new in-house wellness suite. She said: “We take wellbeing really seriously, I think it is an important part of everybody's day to day
  
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• World's most expensive jar of Marmite up for grabs in AR competition

  05-02-2018 15:21 via campaignlive.co.uk
  Unilever has created an 18 carat gold-plated jar of Marmite worth £1,500, which will be the top prize in an augmented reality treasure hunt competition.
  
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• Unilever marketer Gail Tifford joins Weight Watchers as brand chief

  05-02-2018 14:17
  Weight Watchers has appointed Gail Tifford as chief brand officer to oversee the future of the diet company.
  Tifford joins from Unilever where she helped map the company’s digital roadmap as vice president of both media in North America and global digital innovation.
  She will be responsible for ensuring the brand speaks in a single voice across its physical and digital presences, reporting in to chief executive Mindy Grossman.
  Weighing in on the hire, Tif
  
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• Christmas - lessons from the UK's advertising Super Bowl

  05-02-2018 13:33
  You’ll read lots of articles today about the Superbowl ads from last night; which brands ended up as ‘MVP’ and which films ‘never made it past first down’, etc. But as I was reviewing all the adverts from the Superbowl yesterday, it just made me think all the way back to December 2017 and the UKs equivalent, Christmas. And now that we’ve started to see some proper business results come out for the gargantuan spend-fest that was Q4 2017, I thought it might
  
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• Christmas - a look at what was learned from the UK's advertising Super Bowl

  05-02-2018 13:33
  You’ll read lots of articles today about the Superbowl ads from last night; which brands ended up as ‘MVP’ and which films ‘never made it past first down’, etc. But as I was reviewing all the adverts from the Superbowl yesterday, it just made me think all the way back to December 2017 and the UKs equivalent, Christmas. And now that we’ve started to see some proper business results come out for the gargantuan spend-fest that was Q4 2017, I thought it might
  
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• The best place for the home to get smart is on the high street

  05-02-2018 13:01
  It’s no surprise that the Smart Home dominated last month’s Consumer Electronics Show (CES) with a whole range of evolution and innovation across security, home appliances and energy management. The trend has no doubt been expedited by the huge success of intelligent assistants with Google announcing that their Home devices sold over 6 million units, that’s one every second, and now Google Assistant runs on over 400 third party devices globally.
  Many brands, such as Samsung, ha
  
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• UKFast chief on his top 5 predictions for eCommerce in 2018

  05-02-2018 12:55
  The next 12 months are set to be an interesting time for eCommerce. We’re seeing increasing innovation in the sector to speed up processes and streamline the experience for customers, making online shopping easier, more enjoyable and faster than ever. So what should we expect in 2018?
  Subscription services
  A YouGov survey last year revealed that nine out of 10 Brits are now subscribers to their favourite stores rather than completing one-off transactions. However  when you drill this
  
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• Dodge's contentious Martin Luther King Super Bowl ad redubbed with anti-advertising sermon

  05-02-2018 12:34
  Auto manufacturer Dodge Ram has been criticised for including the voice of civil rights giant Martin Luther King Jr in its 30-second Super Bowl ad – sparking a damaging backlash on social media.
  The brand used a segment from King’s ‘Drum Major Instinct’ sermon to promote its 'Built To Serve' volunteer program, but many were offended by the icon’s attachment to the auto ad.
  Controversy emerged around whether the brand should have used the sermon, and whether it had p
  
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• Hakuhodo fights off W+K to win Honda Europe creative account

  05-02-2018 12:30
  Honda Motor Europe is set to hand its creative and strategic account to the Japanese headquartered Hakuhodo, The Drum has learned.
  The network is understood to have won the bulk of Honda’s advertising business in the continent over the next three years. While no formal contracts have been signed, the company has been informed of the deal.
  Hakuhodo, which pitched with its sole UK agency Southpaw, is thought to have fought off competition from Mcgarrybowen, Joint and Wieden+Ke
  
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• Brand publishers should learn quality versus quantity and shut up

  05-02-2018 12:25
  If "content marketing" is so wonderful, then why is the largest company that is best known for selling, using and advocating the practice losing more than $40m every year? More on that in a bit.
  The Content Marketing Institute recently published an article entitled “How to Stop Acting Like a Marketer and Start Acting Like a Publisher”. In the piece, Marcia Riefer Johnston highlights Intel’s digital magazine iQ because, in her description of the publication as an example, &ldquo
  
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• Wallace & Gromit creators invite fans to build 'cracking contraptions'

  05-02-2018 12:19 via campaignlive.co.uk
  Aardman, the company behind Wallace & Gromit, is giving people the chance to experience the character's living room and workshop in a new experience.
  
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• Dave Trott's 30-year-old memo sparks adland debate about mediocrity

  05-02-2018 12:14 via campaignlive.co.uk
  A 30-year-old memo written by Dave Trott beseeching his then creative department at GGT to eschew convention and "do something different" has resurfaced on social media.
  
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• Is ‘Shiny Object Syndrome’ causing retailers to forget their customers?

  05-02-2018 12:07
  Retail is at a pivotal moment, sitting on the cusp of reinvention yet still surrounded by much uncertainty about how it will occur and where retailers should start. Amidst eye-catching new technologies at CES and promises at NRF that the digital transformation of retail will finally move from conversations to in-store capabilities, the focus is shifting to how brands and marketers can predict customer needs and wants to provide optimal experiences that hold their own against Amazon.
  It’s t
  
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• Toyota signs eight-year Team GB sponsorship deal

  05-02-2018 12:05 via campaignlive.co.uk
  Toyota has agreed an eight-year deal to sponsor the UK's Olympic and Paralympic teams, ahead of the start of the Winter Games in Pyeongchang, South Korea.
  
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• Kantar's new retail consultancy launches tech tool that combines VR and data

  05-02-2018 12:05 via campaignlive.co.uk
  WPP's Kantar Consulting has launched Perfect Category, a technology solution designed to let brands and retailers test store design in VR.
  
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• Don’t drown in your own content: tips from Britvic on improving cross-department communication and collaboration

  05-02-2018 12:01
  As marketers get bogged down with impending deadlines and inaccessible files – it can become hard to see the wood for the trees. If a marketer were to calculate the amount of time spent on administrative duties at the cost of doing actual creative work – they would probably want to tear their hair out.
  Admin burdens aside, most marketers do not even feel comfortable sharing files across departments in the first place. According to Bynder’s study, only 37% of marketers feel very
  
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• Direct Line and Co-op marketers join Outdoor Media Awards judging panel

  05-02-2018 11:59 via campaignlive.co.uk
  Direct Line marketing director Mark Evans and Alison Jones, the newly-installed chief customer officer at The Co-Operative Food, are joining 12 media and creative experts to judge the Outdoor Media Awards for 2018.
  
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• Waitrose awards customer loyalty project to Rapp London

  05-02-2018 11:33 via campaignlive.co.uk
  Rapp London has won a project to craft a new loyalty proposition for myWaitrose after a competitive pitch.
  
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• Creative Work of the Week: 'uncool' engineering lands at the heart of fashion and sport in industry rebrand

  05-02-2018 11:32
  #ThisIsEngineering is a bold campaign aiming to up the cool factor of core engineering skills through the lens of sport, fashion, tech, design and space. It’s also The Drum readers’ Work of the Week EMEA.
  The campaign has been launched by the Royal Academy of Engineering in collaboration with Engineering UK in order to combat the industry’s skill shortage through changing the perception of engineering in the UK. Research has shown the career is seen as 'narrow, out of
  
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• Love is crucial to building a successful brand, according to Oath

  05-02-2018 11:30
  What makes consumers fall in love with brands in the first place? How can brands keep them loyal? These are some of the questions that keeps marketers awake at night. Oath, a house of media and technology brands, decided to find out by partnering with Kantar Consulting to explore the drivers behind Brand Love.
  Based on 150,000 consumers across 13 markets, and using a combination of in-depth research, executive interviews and proprietary quantitative data, Oath was able to deduce nuances between
  
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• HDFC Life partners Comic-Con to educate young Indians about the importance of insurance

  05-02-2018 11:29
  HDFC Life has collaborated with Comic-Con Bengaluru with the aim to woo Indian millennials with its insurance offerings.
   
  The campaign conceptualised by Dentsu Webchutney has designed comic strips with aim to educate young Indians about the importance of insurance.
   
   
  Nishi Kant, EVP and branch head, Dentsu Webchutney, Mumbai said: “The young and dynamic team at Dentsu Webchutney was determined to make this association a success and within a matter of days turned around a
  
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• Mercedes-Benz Vans launches pop-up to take brand to key consumers

  05-02-2018 11:24 via campaignlive.co.uk
  Mercedes-Benz Vans has created a pop-up shop to take its vehicles to where its target audience is.
  
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• Cash-strapped Welsh councils net online advertising windfall

  05-02-2018 11:18
  Four local councils in Wales have revealed receipt of over £34,500 from advertisements hosted on their official websites to fund essential services, as ongoing austerity cuts continue to bite.
  Blaenau Gwent, Torfaen, Wrexham and Vale of Glamorgan councils turned to the unorthodox funding source in 2014, generating for every click through on display ads.
  Sourced predominantly via the Council Advertising Network all ads are pre-approved by each council prior to display with controversial suc
  
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• Telefonica's global ad chief Rosen joins M&C Saatchi Mobile

  05-02-2018 11:17 via campaignlive.co.uk
  Telefonica's former global director of advertising, Daniel Rosen has joined M&C Saatchi Mobile as senior vice-president of global operations.
  
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• Telefonica's ex-global ad chief Rosen joins M&C Saatchi Mobile

  05-02-2018 11:17 via campaignlive.co.uk
  Telefonica's former global director of advertising, Daniel Rosen has joined M&C Saatchi Mobile as senior vice-president of global operations.
  
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• Tesco hands Booker CEO top role across UK and Ireland

  05-02-2018 10:49 via campaignlive.co.uk
  Tesco has appointed Booker boss Charles Wilson as chief executive of its UK and Ireland retail and wholesale operations.
  
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• £125m Express Newspapers sale back on following pensions breakthrough

  05-02-2018 10:47
  Richard Desmond is reportedly on the cusp of offloading OK! Magazine as well as the Express and Star newspapers after an apparent breakthrough in pension liabilities opened the door to a £125m sale to Trinity Mirror.
  Any sale would mark the end of an era for Desmond who has been involved in the publishing industry for 43 years together with the end of a tortuous sales process which has dragged on since early last year following the collapse of an earlier sale three years ago.
  Trinity Mirro
  
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• Creative Works EMEA featuring TBWA/Neboko, MullenLowe, Don't Panic, Hato and more

  05-02-2018 10:40
  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 12 February.
  For project information, credits and
  
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• YouTube viewership stagnates as platform nears saturation point

  05-02-2018 10:17 via campaignlive.co.uk
  More than 90% of digital video viewers in the UK regularly visit YouTube and its viewership is nearing saturation point, a report from eMarketer said.
  
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• Facebook's Nicola Mendelsohn announces she has incurable cancer

  05-02-2018 10:10 via campaignlive.co.uk
  Nicola Mendelsohn, Facebook's head in Europe, has revealed she has incurable cancer and is hoping to raise awareness of her disease so a cure can be found.
  
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• Stylist chief Lisa Smosarski on the suffrage issue she's been waiting eight years to run

  05-02-2018 10:00
  Free weekly magazine Stylist has unveiled its suffragette issue to mark a century since female landowners over 30 were first being granted voting rights in the UK.
  It marks the start of the publication’s year-long VisibleWomen initiative which will shine a light on talented female creators and many of the issues facing women. The issue goes live 6 February, but it has been in the works for eight years ever since editor-in-chief Lisa Smosarski founded the title, a sister of male-c
  
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• Google, Spotify, FT and Group M among judges for British Media Awards

  05-02-2018 09:57 via campaignlive.co.uk
  Leaders from Google, Spotify, the Financial Times, Business Insider and Group M are among the judges for the British Media Awards 2018.
  
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• Influencer platform Jet8 to complete initial coin offering

  05-02-2018 09:44
  Mobile influencer platform Jet8 is to launch a token to the public called J8T.
  According to Jet8, taking the company to the public via an initial coin offering (ICO) is part of a strategy to make its platform more accessible globally, outside of its current operational markets of Southeast Asia and South Africa.
  The platform connects brands, influencers and consumers by tracking content that has influenced a sale, linking social analytics to a digital token system and allowing micro influen
  
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• Industry responds with outpouring of support for Nicola Mendelsohn’s inspirational cancer fight

  05-02-2018 09:43
  The marketing and technology industries have united in an outpouring of support for Facebook’s European chief Nicola Mendelsohn after she went public with her diagnosis of incurable blood cancer in a newspaper interview to help create awareness ahead of World Cancer Day.
  Speaking to The Times, Mendelsohn said that far from being cowed by the diagnosis, she was taking the fight to the disease by harnessing her position of authority in social media to raise awareness to combat
  
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• Alipay sends eight Chinese tourists on a cashless experiment in Finland

  05-02-2018 09:35
  A group of eight Chinese travellers have concluded a cashless journey to Finland, with all transactions, from booking flights, making local retail purchases in Helsinki and dining out throughout their trip, made with their Alipay accounts.
  This has made Finland the first country outside China where Alipay users can make all payments with their smartphones and enjoy their trip without worrying about cash and language barriers, according to Ant Financial Group, which operates Alipay.
  The eight Chi
  
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