Marketing news

• ‘Keep looking forward’: Exceptional Women of the World featuring Kristina Prokop, Eyeota

  12-02-2018 22:21
  Exceptional Women of the World is a podcast that highlights and celebrates the great achievements, lives and POV of amazing women throughout the world of advertising, marketing, digital, tech and creativity.
  Kristina Prokop, co-founder and executive vice president of special ops at Eyeota in Berlin, has come a long way since growing up near Niagara Falls, New York. After graduating with a biology degree and moving to San Francisco, Prokop gravitated towards the adtech space.Blending science
  
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• McCann Paris wins global Vichy account

  12-02-2018 22:13
  McCann Paris has picked up the global account of Vichy, a cosmetics brand owned by L’Oreal.
  According to McCann Paris, the agency will be tasked with reviving the 87-year-old brand, which sells skin care, anti-aging and moisturizing products.
  A new global communication platform for the brand, which will feature product lines such as Mineral 89, Liftactiv and Normaderm, will be rolled out this year in its key markets.
  “We are very proud to partner with such an iconic brand as Vichy, w
  
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• Farewell, Yellow Brick Road: How Elton John used VR to make his farewell announcement

  12-02-2018 21:51
  “From the office of Elton John…” read the unexpected message in my Inbox.
  I’d come down from the euphoria of conducting an interview in a penthouse overlooking the labyrinth of Lower Manhattan’s financial district when I’d opened my latest email, inviting me to an event the music legend was hosting the following week at Gotham Hall in Midtown. The only other mystery words etched in my mind’s forefront:  
  Show me entity :: 18182
  After a week th
  
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• Dr Oetker opens Toronto pop-up chocolate pizzeria in time for Valentine's Day

  12-02-2018 21:08
  Baking products company Dr Oetker is going chocolate to the max with its new restaurant, just in time for Valentine's Day. At Cioccolato’s (named after the company’s frozen chocolate pizza) the oven, the cutlery, the walls, even the artwork are all made from chocolate.
  To launch Cioccolato’s, Dr. Oetker opened the pop-up pizzeria made entirely of chocolate in Toronto’s Queen West neighborhood.
  “It’s wall-to-wall chocolate,” says Mark Scott, creative dire
  
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• JW Player and SpotX ink video player bidding agreement

  12-02-2018 19:00
  SpotX has announced an integration with JW Player, a partnership offers header bidding-like monetization opportunities for publishers, with Rolling Stone publisher Penske Media already testing the technology.
  The partnership will see the pair – JW Player is a video streaming provider and SpotX a video ad serving outfit – collaborate exclusively for 12 months, connecting both companies’ respective ecosystems.
  Dubbed Video Player Bidding, the integration will help publi
  
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• Ad of the Day: Playstation and BBH NY take over Oracle Arena for launch of 'God of War' video game

  12-02-2018 18:39
  On February 10, during the NBA’s Warriors versus Spurs game halftime, PlayStation and BBH NY took over the court at Oracle Arena in Oakland for a first-ever narrative projection mapping experience. It transformed the court of into a snowy landscape for an epic ‘War on the Floor.’ 
  The event is all part of the promotions for the PS4 'God of War' campaign. The animated projection took over not only the floor, which served as the main action screen, but also th
  
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• Hearst's Elle to take over Saatchi Gallery for weekend fashion, beauty and wellness event

  12-02-2018 18:30 via campaignlive.co.uk
  Elle, the Hearst UK-owned fashion title, is taking over the Saatchi Gallery for an event featuring fashion, beauty and wellness activations.
  
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• Freaks, geeks and group dynamics in B2B

  12-02-2018 18:02
  A fellowship of adventurers descending deep into the catacombs armed with a club, a crossbow and a 20-sided die, such was the glory of the pre-multi-screen days of Dungeons & Dragons.
  I was reminded of the fantasy role playing game after viewing Judd Apatow’s cult TV series Freaks and Geeks with my kids. At the same time, I was working with the team at B2B Marketing magazine and Gyro on our new research paper “Group. Mind. Set: How Group Dynamics Impact B2B Decisions.”
  For
  
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• John Lewis and Diageo on how budget cuts can create opportunities

  12-02-2018 17:58
  Brittle consumer confidence, uncertainty over Brexit and relatively weak GDP and productivity growth in the UK means there is pressure to be more frugal and more accountable in proving the effectiveness of marketing activity, regardless of the size of your budget.
  Having to do more with less is therefore becoming increasingly common.
  Turning to the audience at a recent event held by The Marketing Society, its president and Diageo CMO Syl Saller asked if this was a familiar situation. The majorit
  
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• Skinny Tan partners with Return for paid search

  12-02-2018 17:38
  Skinny Tan, the fake tan startup that raised £60,000 on Dragons' Den, has chosen Manchester digital marketing agency Return to take charge of its paid search efforts.
  Originally from Essex, founders Louise Ferguson and Kate Cotton created the brand in 2012, with the ambition to produce a range of natural, streak-free tanning products for all skin types, containing a minimum of chemicals. Since their successful appearance on Dragons' Den, the brand has gained endorsements from celebrities i
  
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• From Franklin to Trump: why it’s more important than ever to build real brands in a fake news era

  12-02-2018 17:14
  Fake news is not a new problem – just ask Mark Antony and Marie Antionette, whose untimely ends are historically attributed to it, centuries ago. While Benjamin Franklin used it to sway public opinion in favour of the American Revolution. But it’s the more recent political unrest in the US and here in the UK, transparency in digital advertising and the proliferation of viral content across the web that has brought the fake news term to the fore.
  The definition of what fake news
  
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• KFC is gifting scratch-and-sniff fried chicken cards for Valentine’s Day

  12-02-2018 17:13
  KFC’s latest marketing ploy has come in the form of scratch-and-sniff Valentine’s Day cards that smell like fried chicken.
  The cards are promoting KFC’s $10 Chicken Share meal, which the brand says is “perfect for two.” Featuring the chain’s iconic Colonel Sanders mascot, the Valentine’s Day cards are available in participating restaurants across the US starting today for those who purchase the $10 Chicken Share.
  “Some years you have to search high
  
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• 50 years of the Big Mac: key moments that defined the McDonald's favourite

  12-02-2018 17:02 via campaignlive.co.uk
  McDonald's is marking the first half century of its famous double burger with the launch of two special editions for Mac fans with bigger, or smaller, appetites. Campaign looked back at the key moments in the story of the Ronald McD's fave.
  
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• Uncommon bags Ovo Energy for first major client win

  12-02-2018 16:25 via campaignlive.co.uk
  Uncommon has won its first major client account since the startup agency collective launched last year, with a new campaign already in the works.
  
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• The Drum Digital Trading Awards judges discuss programmatic, omnichannel planning and blockchain

  12-02-2018 16:00
  The WFA recently surveyed top marketers, learning that programmatic budgets will grow by 11% in 2018 despite ongoing industry concerns around transparency and the "murky" media supply chain. Of course, programmatic isn’t the new kid on the block anymore, but this year it will be all about maintaining standards, transparency and brand safety.
  We spoke to four experts from IAB UK, Clear Channel, The Programmatic Advisory and Auto Trader, to explore how programmatic can grasp an industry
  
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• Bacardi restructures marketing to ‘bring accountability closer to the front line’

  12-02-2018 15:59
  Bacardi’s new global CMO John Burke is restructuring the drinks giant’s marketing department to “drive accountability as low as we can go” in order to foster more responsive marketing.
  At an event on Thursday (8 February) Burke told Marketing Week: “We’re driving accountability as low as we can go, as close to the front line as possible, so we can create a really really responsive marketing organisation that can make real change.”
  He added: “We are
  
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• Why you should 'give a fork' about the origins of The Drum Chip Shop Awards

  12-02-2018 15:00
  The Drum Chip Shop Awards celebrate pure, unadulterated originality. The awards are for professionals, students, or anyone really. Read the following story to find out why we do it.
  Fifteen years ago, a surplus-to-requirements art director called Andy was chewing the fat with an in-between-jobs copywriter called Tony. Both were young, both were talented creatives, both had been made redundant from big ad agencies. And both were out to get even.
  "I’d been made redundant twice in 18 months &
  
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• Translink appoints MMT Digital for digital transformation

  12-02-2018 15:00
  Northern Ireland’s main public transport provider Translink has appointed MMT Digital to deliver a new digital customer experience that makes it easier to plan and buy journeys across the public transport network in Northern Ireland.
  Web design and build agency MMT Digital has been tasked with the design and build of a new web platform - www.translink.co.uk. The new platform will improve how fare, journey and ticket information is served to customers across all devices and will help to sim
  
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• Moonpig organises NHS Blood & Transplant donors with punny Valentine’s Day cards

  12-02-2018 14:37
  Personalised greeting card company Moonpig has partnered with NHS Blood & Transplant to deliver a social good message encouraging the public to sign up for organ donations.
  The company has partnered with the NHSBT to add a unique message to its Valentine’s Day campaign by handing out 6,400 free cards to those on the organ donor list in the UK.
  The words from Brands2Life feature pun-heavy copy like ‘I only have eyes for you… unless they get donated to someone who needs them
  
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• Mulberry takes over Spencer House for London Fashion Week 2018

  12-02-2018 14:22 via campaignlive.co.uk
  Mulberry is hosting a series of events for London Fashion Week to mark the launch of its latest collection.
  
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• UK shoppers say brands aren't transparent about influencer deals and rules need tightened

  12-02-2018 14:13
  71% of UK consumers wrongly believe that influencer marketing is not regulated at all, with a further 61% saying they don't think brands are being transparent about how they use influencers to promote their products online.
  As part of a study into the medium, promotions agency Prizeology spoke to over 2,000 shoppers about campaigns on Instagram, YouTube, Facebook and more, and it found that rules around what influencers can and can’t do online were unclear for most Brits. 
  The figures
  
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• Group M acquires Indian creative agency The Glitch to expand into tech-driven communication market

  12-02-2018 13:08
  WPP’s GroupM has agreed to acquire a creative agency called The Glitch in India. 
  The acquisition is part of the company’s growth plans in a technology-driven communication market. The Glitch has delivered campaigns for brands like Unilever, Netflix, OYO Rooms, Shutterstock, and Tinder. 
  CVL Srinivas, country manager for WPP India and chief executive officer of GroupM South Asia said: “The communications ecosystem in India has evolved dramatically in the last few year
  
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• The Drum Online Media Awards 2018: final call for entries

  12-02-2018 13:00
  Channel 4, London Evening Standard, The Telegraph, Elle, Manchester United Football Club, Huff Post, Mediacorp, Vogue International, Deutsche Welle and many more are amongst the judges for The Drum Online Media Awards 2018.
  These global awards, which identify the cleverest and the most original purveyors of news and views, and are open to publishers and online editors.
  One of the judges, Esra Doğramacı, senior editor of digital at Deutsche Welle, wants to see a focus on metrics from th
  
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• Ogilvy UK promotes PR chief Frohlich to CEO

  12-02-2018 12:13 via campaignlive.co.uk
  Ogilvy has promoted Ogilvy PR's EMEA chief Michael Frohlich to chief executive of Ogilvy UK, heading up all the integrated businesses.
  
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• Creative Work of the Week: Marine Conservation Society pictures the impact of plastic pollution

  12-02-2018 12:00
  This week’s Creative Work of the Week is a dramatic campaign seeking to raise awareness of plastic pollution in the world’s oceans.
  Created for the Marine Conservation Society (MCS) by creative shop Daughter, the campaign launched at the end of last month and asks punters to picture the catastrophic impact that plastic pollution has on marine wildlife, by displaying shocking images of people swallowing polythene food bags and disposable plastic cutlery.
  Photographer Guy Farrow’
  
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• Forbes Media acquires The Memo to ‘better serve European readers and marketers’

  12-02-2018 11:51
  Forbes Media has put down roots in the UK with the acquisition of business mag The Memo. Its founder and editor Alex Wood becomes European editor of Forbes.
  The publisher said that the acquisition will enable it to grow its base in Europe and will bring The Memo’s coverage onto Forbes.com. Furthermore, underpinning the move is a desire to expand its contributor network across Europe.
  Mike Federle, chief executive officer at Forbes, said: “This is a strategic acquisition and part of a
  
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• Diesel opens fake pop-up for New York Fashion Week

  12-02-2018 11:51 via campaignlive.co.uk
  Diesel, the fashion retailer, has created a fake pop-up store for New York Fashion Week.
  
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• How to hire a 3D animator: what to look for and why

  12-02-2018 11:50
  Following on our guide to hiring 2D animators, we wanted to present a guide to hiring the professionals that work in three dimensions. 3D animation is extremely in-demand, with animators snapped up by big city advertising, international film production, and the gaming industry.
  As a result, talent can be scarce, and when looking for skilled hands full-time, you may find yourself disappointed — however, in the freelance world, a rich ecosystem of CGI animators is still available for yo
  
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• BBC iPlayer clocks up record breaking audiences through 2017

  12-02-2018 11:38
  BBC iPlayer has gone from strength to strength over the course of 2017 after recording a 11% increase in audiences from 2016 with some 272m streaming requests now being registered every month.
  Popular content such as Blue Planet 2 helped draw in viewers with audiences peaking during December which became the best performing month on record for the format with no less than 327 streaming requests – vindicating moves to release a range of box sets and classic programming over the Christmas pe
  
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• EE trials 'Style Scanner' at Bafta's red carpet show

  12-02-2018 11:35 via campaignlive.co.uk
  EE is to transform the red carpet at this weekend's British Academy Film Awards into a shoppable fashion event, allowing fans to discover "affordable" versions of stars' outfits.
  
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• Ola owner pumps money into Foodpanda to boost logistics and delivery

  12-02-2018 11:29
  ANI Technologies, the parent company of Ola is set to invest Rs. 400 crore in Foodpanda to boost its logistics and delivery operations.
   
  ANI Technologies snapped up Foodpanda India from its German head company Delivery Hero AG in an all-stock deal to combat rival Uber's UberEats in December, 2017.
   
  The other major players it competes with in the Indian market are Alibaba Group-backed Zomato and Naspers-backed Swigg
  
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• Tesco plots rearguard action to take on Aldi and Lidl at their own game

  12-02-2018 11:26
  Tesco is preparing the ground to launch its own line of discount stores as it seeks to tackle budget chains Aldi and Lidl at their own game.
  Reports in the Guardian suggest that Tesco has hired advisers from Boston Consulting Group to help it establish a separate brand identity with which to challenge the upstarts head-on.
  Such a move would allow Tesco to compete directly on price, arresting a steady erosion of its own customer base as consumers defect to rivals in pursuit of the cheapest possib
  
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• Tesco plots launch of new 'discount' brand to take on Aldi and Lidl

  12-02-2018 11:26
  Tesco is preparing the ground to launch its own line of discount stores as it seeks to tackle budget chains Aldi and Lidl at their own game.
  Reports in the Guardian suggest that Tesco has hired advisers from Boston Consulting Group to help it establish a separate brand identity with which to challenge the upstarts head-on.
  Such a move would allow Tesco to compete directly on price, arresting a steady erosion of its own customer base as consumers defect to rivals in pursuit of the cheapest possib
  
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• Personalisation: the clock is ticking for brands

  12-02-2018 11:19
  Personalisation might be the most important factor for marketers in 2018, according to a recent Salesforce study, which found that 52% of consumers would switch away from brands that don't personalise communications. In the same survey, 65% said that personalisation influences their brand loyalty.
  What does effective personalisation look like? The best example is your Amazon homepage. Amazon uses algorithms to personalise your homepage, by tailoring product recommendations based on search a
  
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• Hyundai's Olympic experience is dark. Extremely dark

  12-02-2018 10:50 via campaignlive.co.uk
  Built in a bid to change its brand perception, the Korean automaker's striking pavilion in PyeongChang is turning heads.
  
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• Creative Works EMEA featuring Studio Blvd, Ogilvy Cape Town, R/GA and more

  12-02-2018 10:45
  Welcome to The Drum Creative Works.
  As always, this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our 'Creative Work of the Week'.
  We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast.
  Voting closes for this week on Monday 19 February.
  For project information, credits and
  
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• Brazil’s biggest newspaper on Facebook quits platform as interactions slump

  12-02-2018 10:45
  Folha de S.Paulo, the biggest newspaper on Facebook in Brazil, has announced that it is pulling out of the platform.
  It said it will no longer update its Facebook page with new posts although archived material will remain online.
  The withdrawal comes hot on the heels of a decision by the social network to demote business, brand and media posts on users’ feeds in favour of content posted by friends and family, a decision which the paper warns will cause members to retreat further withi
  
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• Kellogg's turns café into US-themed space for 2018 PyeongChang Games

  12-02-2018 10:41 via campaignlive.co.uk
  Kellogg's has turned its New York café into a US-themed space to celebrate the 2018 PyeongChang Winter Olympics.
  
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• NAB asks Australians to talk to themselves in new national brand campaign

  12-02-2018 10:37
  NAB is asking Australians to talk to themselves more in a new campaign to demonstrate the bank’s commitment to helping customers achieve their dreams.
  The campaign, which is based on an insight that Australians should talk to themselves more about what they really want in life, aims to encourage people to explore their dreams and showcase how NAB can help them on their journey.
  The campaign includes a short film featuring real NAB customers and employees pondering the things that matter to
  
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• Facebook has a 'teen problem' as younger audiences look to Snapchat

  12-02-2018 10:36 via campaignlive.co.uk
  Facebook has a "teen problem", digital researchers have warned, as new data shows the social media giant is losing friends among young adults.
  
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• YouGov eyes media budgets as it launches advertising data platform

  12-02-2018 10:13 via campaignlive.co.uk
  YouGov is launching an advertising data platform as the online polling firm seeks to tap into the media-buying supply chain for the first time.
  
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• Facebook updates measurement and interface for Page Insights

  12-02-2018 10:01 via campaignlive.co.uk
  The update will dramatically impact the organic reach achieved by advertisers and agencies, while artificially raising the engagement rate as a net result.
  
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• Aldi named UK’s top supermarket for customer satisfaction

  12-02-2018 09:59
  Budget supermarket chain Aldi has usurped premium supermarket Waitrose from the top of the customer satisfaction food chain in the latest research to be compiled by consumer group Which?
  While Aldi stores were criticised for an absence of spit and polish and scant staff, the chain soared on the basis of value for money which saw cost conscious consumers flock to its tills. Those seeking more upmarket fare are increasingly heading to Marks & Spencer.
  Aldi surged into top spot with a customer
  
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• Manchester United extends partnership with South Korean pharmaceuticals company

  12-02-2018 09:42
  Manchester United has announced the extension of its partnership with South Korean pharmaceuticals company, Cho-A Pharm in South Korea and Vietnam.   
  The partnership, which began in 2014, saw both parties organise events like the Cho-A Saturday Night Soccer Party and a special art exhibition to support the company’s ‘Project A’ CSR programme, which created the chance for United fans to get closer to the Old Trafford experience and raise Cho-A&rsqu
  
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• Breitling declares time out for sexist advertising

  12-02-2018 09:25
  Breitling has become the latest organisation to turn its back on promotions reliant on women wearing revealing clothing on the grounds that they are inappropriate for use in today’s moral climate.
  As such the venerable Swiss watch brand has ended the use of advertisements depicting women in shorts and flight suits serving as ground support for World War 2 pilots which had elicited a number of complaints angered about this portrayal of women.
  CEO Georges Kern remarked: “I stopped them
  
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• Westfund showcases human values and community spirit in new campaign

  12-02-2018 09:11
  Westfund, the Australian not-for-profit health insurance company, has launched a new campaign to showcase the company’s human values and community spirit.
  The campaign tells the story of a woman suffering from an illness and the community who rally behind her to help her recover by walking her pets and accompanying her to appointments.
  The campaign aims to highlight the community spirit of the private health insurer which has operated across New South Wales and Queensland for more than 50
  
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• Uber, Google, Snapchat: Everything that matters this morning

  12-02-2018 08:55
  Uber lost $4.5bn in 2017
  Ride hailing app Uber lost a whopping $4.5bn (£3.2bn) over the course of 2017, according to its latest financial figures, in a year when it was beset by scandal, including accusations of sexual discrimination, the departure of founder Travis Kalanick as CEO, and the removal of its licence to operate in London. The loss represents a 61% increase on the previous year.
  It wasn’t all bad news for the brand, as the company managed to increase sales to $7.5bn. Sur
  
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• Premier League, Norwegian, BBC: Everything that matters this morning

  12-02-2018 08:55
  Sky and BT Sport splash £4.5bn to secure Premier League rights
  Sky and BT Sport have agreed to pay £4.46bn to broadcast Premier League matches for three seasons from 2019-2020 onwards.
  The rival broadcasters secured five of seven live packages with bidding for the remaining midweek and bank holiday fixtures still ongoing. Streaming giants Amazon, Facebook, Twitter and Netflix are all thought to be in contention.
  The new deal sees Sky Sports pay £3.58bn to broadcast 128 games pe
  
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• Nestlé, Facebook, Burberry: Everything that matters this morning

  12-02-2018 08:55
  EU says Facebook and Twitter aren’t doing enough to protect users
  The EU has warned Facebook and Twitter that they aren’t doing enough to protect their users.
  According to reports Europe’s justice commissioner, Vera Jourova, told the two social media giants they need to do more to bring their user terms in line with EU law while praising Google for attempting to comply with the rules.
  Google recently implemented a deadline for meeting requests such as removing illegal content o
  
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• Lloyds, Sports Direct, Amazon: Everything that matters this morning

  12-02-2018 08:55
  Lloyds becomes first major company to set ethnic diversity standards
  Lloyds Bank has become the first company in the FTSE 100 to set standards for the proportion of staff from black, Asian or ethnic minority backgrounds at senior management level. The company is aiming for 8% to be from BAME backgrounds by 2020. It also aims to increase the proportion of non-white staff to 10% of its total workforce over the same period.
  Lloyds says 8.3% of its 75,000 staff and 5.6% of 7,500 senior managers are
  
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