Marketing news

• American Greetings explores the complexities of relationships in Valentine’s Day ad

  06-02-2018 22:56
  American Greetings has released a Valentine’s Day video that eschews the mushy-gushy in favor of a deeper, more relatable message.
  Created by MullenLowe, the ad features people who use greeting cards to relay thoughts that are sometimes too hard to say out loud or in the heat of an argument.
  For example, an elderly man whose son has become his caretaker uses a card to tell him that seeing him is the best part of his day. Later in the ad, a nervous young woman decides to write ‘I love
  
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• A case for rebranding the older worker

  06-02-2018 21:56 via campaignlive.com
  The industry doesn't seem to have room for many over 40. But once we reach that milestone, invisible can't be the new normal, says Havas PR's Marian Salzman.
  
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• Can you hear me now? The real skill brands need to nail in 2018

  06-02-2018 21:00
  As our industry rushes toward the world of artificial intelligence, it’s worth pointing out that in our culture, we’ve never liked it very much. For every R2D2 or C3PO, we have ten Hals.
  Not surprisingly, there’s a call for brands to be less automated and more human in 2018. Much of the talk is about what brands can do: Put on a human face and reach out with real emotion.
  But being human is not solely about how we present ourselves. It’s also about something else: listeni
  
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• Mark Ritson: The Super Bowl and misplaced talk of digital supremacy

  06-02-2018 18:20
  I know for most of us the Super Bowl is, by and large, a game in which a team of very large Americans dressed in green beat up a similarly attired equally huge group of men in silver. But beyond the actual sporting bit the biggest night in the American TV calendar continues to offer something of a media bellwether.
  For starters, you get a pretty good insight into the bias of the 30-somethings who write most of the column inches on media over in America. A cursory scan of the main headlines about
  
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• Event Awards 2018 date set for 1 November

  06-02-2018 18:16 via campaignlive.co.uk
  The Event Awards will return to the Eventim Hammersmith Apollo on 1 November.
  
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• Campaign Diary: Lucky Generals designer thinks he's a superstar; former BMB MD seeks £1m for novelty house

  06-02-2018 18:11 via campaignlive.co.uk
  Lucky Generals bragger makes a surprise appearance in Amazon Echo Spot, while BMB's former managing director Aimee Luther tries to a flog house that's narrower than a Tube carriage for £1m.
  
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• Campaign Diary: Lucky Generals designer thinks he's a superstar; BMB MD seeks £1m for novelty house

  06-02-2018 18:11 via campaignlive.co.uk
  Lucky Generals bragger makes a surprise appearance in Amazon Echo Spot, while BMB's managing director Aimee Luther tries to a flog house that's narrower than a Tube carriage for £1m.
  
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• The power values between an employer and the employee need a hard reset

  06-02-2018 18:00
  Elizabeth Valleau, global creative strategist, Facebook Creative Shop laments the lack of a roadmap for women when it comes to interview process, except for what to wear. But the interview, she says, is your time to take the company to task. Time for businesses to get ready to answer hard questions from female employees.
  The old R/GA offices were housed in two-story Bauhaus structure, set off from grimy, howling 39th street by a green courtyard. As I approached it on foot, stiff with caffeine an
  
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• Transparency decoded: how marketers can take control of adtech

  06-02-2018 17:46
  Ahead of ‘Ethical Adtech: Does adtech have a heart?’, a panel event by The Drum, in association with iotec, championing change in adtech, and the unveiling of its white paper and manifesto on how the industry can begin to solve transparency issues, we have highlighted key insights from the white paper below.
  Costs should not be mysterious
  Ian Armstrong, general manager, global advertising at Jaguar Land Rover, believes there should be no room for doubt when it comes to financial tran
  
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• Theresa May to review health of local and regional newspapers, including digital ads

  06-02-2018 17:28
  Prime minister Theresa May has announced her intent to review the state of the UK’s newspaper industry amid a period of noted decline in print circulations.
  Speaking in Manchester, the PM outlined that the review will look into several fields, including the decline of "credible" news sources on the regional and local level. Dubbing journalism as a "force for good", she stated that the review will look at the uncertain future of the press.
  Of particular note to advertisers is the planned in
  
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• Ad of the Day: Absolut's staff induction video features a whole load of naked Swedes

  06-02-2018 16:15
  Absolut has released a spoof staff induction video starring real employees that takes the vodka’s commitments to openness and transparency to the extreme.
  'The Vodka with Nothing to Hide' opens in a Swedish field where host Gunnar – completely naked, save from some carefully positioned pixilation – introduces the viewer to the drink’s local Åhus wheat, as well as the equally naked Lars the farmer.
  Gunnar then goes on a tour through Åhus lakes, A
  
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• Poundland trolls ASA after ad regulator bans 'Elf behaving bad' festive campaign

  06-02-2018 16:14 via campaignlive.co.uk
  The Advertising Standards Authority has ruled that a risqué festive Twitter campaign by Poundland is offensive and must not be repeated - but the retailer isn't taking it lying down.
  
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• Dentsu Webchutney diverts Google traffic away from the troubling Beyond the Blue Whale suicide challenge

  06-02-2018 16:13
  Dentsu Webchutney, the digital advertising agency from Dentsu Aegis Network aims to increase mental health awareness in India with its latest campaign, Beyond the Blue Whale.
  The initiative aims to divert the traffic from the search of troubling Blue Whale Challenge - a widespread suicide challenge which targeted and coerced vulnerable teens online into killing themselves. Instead search users on Google will land on topics like anxiety in children, bullying and depersonalisation.
  As pa
  
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• Media agency pioneer Paul Green dies

  06-02-2018 16:10 via campaignlive.co.uk
  Paul Green, the man credited with launching the UK's first media independent, MBS, has died.
  
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• Marie Curie to illuminate 4,000 daffodils for 'Garden of light' experience

  06-02-2018 16:08 via campaignlive.co.uk
  Marie Curie, the terminal illness charity, is creating 4,000 illuminated daffodils to launch its biggest annual fundraising campaign.
  
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• Plastic waste: Why brands need to look beyond the PR opportunity

  06-02-2018 16:00
  Over the past few weeks brand have lined up to commit to tackling the issue of plastic waste. Iceland’s bold decision to pledge to go plastic-free with its own brand products was front page news, while McDonald’s, Coca-Cola and Evian have all promised to overhaul packaging and Diageo and Costa are among many big names phasing out the use of plastic straws. But why now?
  “I just think its reached a bit of a tipping point on plastic,” Iceland’s marketing director
  
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• The most successful Super Bowl ads, by the numbers

  06-02-2018 15:58 via campaignlive.com
  Amazon, Pepsi and Toyota all scored big wins, and Dodge clinched a dubious honor.
  
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• Pride in London appoints BMB to head creative

  06-02-2018 15:41 via campaignlive.co.uk
  Pride in London has appointed BMB as its creative agency and PR agency Eulogy as its lead agency partner ahead of this year's main parade and festival in July.
  
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• BT chooses Karmarama as second agency on its digital account

  06-02-2018 15:38 via campaignlive.co.uk
  BT has followed up its appointment of Wunderman last year with Karmarama as its second digital agency in a review that is still ongoing.
  
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• The night they reinvented movie marketing: Super Bowl LII

  06-02-2018 15:17
  Of all the places in the world to be, on the night that Netflix reinvented movie marketing, I’m glad that I’m in Hollywood. It’s my third Super Bowl as an Englishman in LA and #SBLII did not disappoint. 
  Super Bowl LII provides the biggest stage in the world for advertisers, Justin Timberlake and guys who are good at (American) football. It is a massive televisual event, where 30-second ads cost $5.2M – that’s three times as much as they do during the Oscars &n
  
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• Superunion chief: end 'obsession' with short-termism

  06-02-2018 15:16 via campaignlive.co.uk
  Superunion's global chief executive, Jim Prior, has called on the marketing services industry to end its "obsession" with campaigns and place greater focus on helping brands with long-term strategy and organisational change.
  
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• Unilever's Keith Weed to put price on trust for tech giants

  06-02-2018 15:08 via campaignlive.co.uk
  Unilever is threatening to pull ad investment from platforms that "create divisions in society", in what will be seen as a thinly veiled warning to YouTube and Facebook.
  
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• FCB Inferno taps Richard Lawson as MD

  06-02-2018 14:52
  FCB Inferno has hired Richard Lawson as managing director, joining from Carat and mcgarrybowen, where he helped build an integrated offering at Dentsu Aegis.
  In his new role Lawson will lead the account management department where he will drive growth, new business and lead a handful of client accounts.
  Former MD Sharon Jiggins now serves as executive vice president of client services, focusing on the agency’s government portfolio.
  Frazer Gibney
  
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• First Direct marketer Zoe Burns-Shore on connecting with 'side hustlers'

  06-02-2018 14:42 via campaignlive.co.uk
  Zoe Burns-Shore, head of brand and marketing at First Direct, explains why she believes mobile should be treated as just another channel.
  
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• Puma creates football tournament for new boots

  06-02-2018 14:29 via campaignlive.co.uk
  Puma hosted a football tournament and live music to mark the launch of its latest football boots.
  
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• Turkey of the week: Zoopla's #MeToo blunder is tone-deaf advertising

  06-02-2018 14:27 via campaignlive.co.uk
  Zoopla defined exactly what it is to be tone-deaf with an inexplicable ad featuring a line of helmet crabs inadvertently making light of the recent #MeToo campaign against sexual harassment.
  
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• Why Bacardi's creative chief has left for women's healthcare startup Maven

  06-02-2018 14:08
  Zara Mirza, Bacardi’s head of creative excellence and “right-hand woman” to former chief executive Mike Dolan, has departed the Bermuda-based brand to take on the challenge of startup marketing with Maven – a digital clinic designed purely for women.
  Launched in 2014, Maven’s core B2C offer is a pay-as-you-go app, which lets women speak directly to doctors, nurses, mental health providers and other specialists through video call and messaging. It has also launc
  
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• Movers and shakers: Leo Burnett, Unruly, Sky, Paddy Power, Wunderman, Premier Foods, Google, BBH and more

  06-02-2018 14:04 via campaignlive.co.uk
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• Pitch update: Sky, Anchor, WWF, Avis and more

  06-02-2018 13:34 via campaignlive.co.uk
  Broadcasters, butter and budget cars are among the bonanza of brands featured in this week's pitch update.
  
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• Lastminute.com launches flamingo ads for 'Whatever makes you pink' campaign

  06-02-2018 13:11 via campaignlive.co.uk
  Holiday company Lastminute.com is launching a campaign starring a fun-loving CGI flamingo and calling on consumers to do "Whatever makes you pink" in Publicis London's debut work for the brand.
  
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• Kraft Heinz focuses on brand-building with dedicated team

  06-02-2018 13:07 via campaignlive.co.uk
  Kraft Heinz is aiming to bolster its long-term brand-building capabilities with the creation of a dedicated unit.
  
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• EasyJet switch may herald wider cull of chief customer officers

  06-02-2018 13:01 via campaignlive.co.uk
  EasyJet's controversial move to replace veteran marketer Peter Duffy with a chief data officer may signal the end of wide-ranging chief customer officer roles at data-dependent companies such as airlines and telecoms businesses.
  
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• EasyJet switch may herald wider CCO cull

  06-02-2018 13:01 via campaignlive.co.uk
  EasyJet's controversial move to replace veteran marketer Peter Duffy with a chief data officer may signal the end of wide-ranging chief customer officer roles at data-dependent companies such as airlines and telecoms businesses.
  
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• Group M chief promises better dialogue

  06-02-2018 12:54 via campaignlive.co.uk
  The new boss of Britain's biggest media buyer has pledged to improve relations between agencies and advertisers amid concerns about brand safety and transparency.
  
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• Creative and media brands ‘many years behind’ on LGBT inclusion with jarring absence from Stonewall list

  06-02-2018 12:37
  UK advertising's LGBT+ network PrideAM has taken a swing at the creative and media industries for failing to have a single company feature on the Stonewall Workplace Equality Index top 100 employers.
  The list was created to showcase organisations that have done great work over the past year to help achieve acceptance without exception for all LGBT people. The top 10 companies are as follows: National Assembly for Wales, Pinsent Masons LLP, Gentoo, Cheshire Fire and Rescu
  
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• QYOU agrees a deal with iflix to expand content globally

  06-02-2018 12:31
  OTT platform iflix has partnered with media company QYOU to expand and distribute QYOU's content in 25 global territories.
   
  The agreement includes exclusive locally hosted formats on iflix’s service in Indonesia, Malaysia and Philippines.
   
  Sean Carey, chief content officer, iflix Group said: “We are passionately focused on local customer experiences and are always looking for new ways to deliver authentic culturally relevant, compelling content to our users.
   
  &
  
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• Behaviour change and AI: panacea or plain creepy?

  06-02-2018 12:23
  Using behaviour change techniques in a campaign is a powerful way to nudge people towards changing their behaviour for the better, be that quitting smoking with Stoptober, making healthier choices with Change for Life or signing the organ donor register.
  There are real-world limitations in how far communications can go to keep people on track with behaviour change campaigns as it can be hard to identify the one point where they may fall off the wagon. But the development of artificial intelligen
  
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• UK Top Shazamed Ads: Volkswagen knocks Rightmove out of the charts

  06-02-2018 12:12
  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.
  This weeks sees one new entry in at number six, knocking Rightmove's 'Life's Steps' campaign off the ladder.  
  Volkswagen's short video sets out a young boys life adventures from getting his first bike up until he gets his first car.
  Along the way there are plenty of bumps and bruises, with his father at hand with a first
  
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• Sky hires new marketing boss as it creates first chief marketing and corporate affairs role

  06-02-2018 12:01
  Sky is bringing in a new marketing boss, with Debbie Klein, the boss of communications agency Engine, set to join the broadcaster in the newly-created role of group chief marketing and corporate affairs officer.
  Klein knows the Sky business well as the company is a client of Engine. This will be her first move client side, having held a number of roles at creative agency WCRS, which is part of Engine Group, since joining in 1999, including CEO and chairman. She moved up to lead Engine in 2010, b
  
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• Coca-Cola offers 'bucket list' tattoos to over-70s in pop-up parlour

  06-02-2018 11:48 via campaignlive.co.uk
  Coca-Cola is offering tattoos to over-70s in a pop-up parlour that will be opened by Professor Green and his Nanny Pat.
  
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• Roku beats Apple TV and Chromecast to become the most searched streaming device in India

  06-02-2018 11:36
  Roku has powered ahead of Apple TV and Chromecast to be named as the most popular streaming device in India according to Jana.
   
  Roku grabbed a 54.38% share while Apple TV occupied 28.3% and Google's Chromecast had 13.31%.
    
   Show me entity :: 18021 The study further revealed that Amazon beat rival Flipkart as the most preferred shopping destination with 46.01% searches. Flipkart occupied just 20.90% followed by eBay and&nbs
  
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• Brands sometimes “over-invest” in videos, says William Grant & Sons’ content chief

  06-02-2018 11:30
  Some brands tend to “over-invest” in the production of videos without considering the media spend or the return on it, warns Cathal Gillen, global senior content and connections manager at William Grant & Sons.
  Speaking to The Drum in the third instalment of a four-part video series with Falcon.io, exploring social media strategies, he said: “When I used to work at advertising agencies and looked at how the budget was cut, I noticed a lot was used in production and creative
  
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• Brands sometimes 'over-invest' in videos, says William Grant & Sons’ content chief

  06-02-2018 11:30
  Some brands tend to “over-invest” in the production of videos without considering the media spend or the return on it, warns Cathal Gillen, global senior content and connections manager at William Grant & Sons.
  Speaking to The Drum in the third instalment of a four-part video series with Falcon.io, exploring social media strategies, he said: “When I used to work at advertising agencies and looked at how the budget was cut, I noticed a lot was used in production and creative
  
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• Sky appoints Engine’s Debbie Klein as marketing and corporate affairs chief

  06-02-2018 11:25
  Sky has appointed Engine Europe and Asia Pacific chief executive Debbie Klein to the newly created role of group chief marketing and corporate affairs officer. 
  She will take up responsibility for all brand marketing efforts in addition to leading up the corporate affairs and its social good Bigger Picture programme.
  Klein had been UK chief executive of marcomms group Engine since 2010 and was promoted to the wider Europe and Asia role in 2016.
  In her new role she will report to Sky ch
  
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• Mumsnet gets into bed with Dreams to develop ultimate mattress for parents

  06-02-2018 11:20 via campaignlive.co.uk
  Mumsnet and bedding brand Dreams have joined forces to develop a co-branded pair of mattresses designed by and aimed at parents and parents to be.
  
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• Less than a fifth of top industry creative awards won by women

  06-02-2018 11:16
  Less than a fifth of the creative industry’s top award winners were female in 2017, according to the latest figures released through The Drum Big Won Rankings — research examining the top performing creative business and people working in advertising all around the world.
  This year's rankings, which were previewed last week, found that only 18.8% of the people featured on the list of top industry award winners were women. 
  The research into the most awarded people, age
  
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• 'Mobile is a thing you do, not something you consume': power of mobile as a storytelling medium

  06-02-2018 11:00
  For all its warts and glitches, no device has been more essential to our digital (and physical) lives than the mobile device. At a breakfast panel discussion with The Drum, industry stalwarts got together and gave insight in how to better engage with consumers via mobile.
  Keeping us on-screen, and taking it across screens
  Android or iOS. Samsung or Apple or Google Huawei. The choices for cell phone are varied, and over time, the ways brands interact with them have shifted, too. One evolution for
  
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• Sky poaches Engine boss Klein to lead brand and marketing

  06-02-2018 10:46 via campaignlive.co.uk
  Sky has recruited Engine Group's Europe and Asia boss Debbie Klein to the newly-created role of group chief marketing and corporate affairs officer.
  
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• Bentley Motors brings aboard Archant Dialogue to drive mag in new direction

  06-02-2018 10:32
  Bentley Motors has tapped Archant Dialogue to rebrand its consumer magazine for three years from summer 2018.
  The firm won the contract after a competitive tender in 2017 from more than 10 agencies, solidifying the brand’s commitment to print publication. Further content will also be available on digital channels.
  The quarterly mag, first launched in 2003, goes to a global audience, printed in English, German and Chinese.
  Bentley Magazine joins Dialogues growing roster of clients which inc
  
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• How to transition to Service Design thinking

  06-02-2018 10:30
  Making the transition from an insular user experience focus to that of a wider arching service focus can be tough but hugely rewarding. During the past year, the team at Rawnet have been going through this transition to Service Design (SD) and we want to share the invaluable lessons we have learnt and advice we have taken onboard.
   
  1. Start with your users
  I know you’ve read this a thousand times, but it’s still true. Get your business context and stakeholder insights together,
  
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