Marketing news

• TV Ad Spend Weekly: Comcast spends highly on heroes during first full Olympic week

  16-02-2018 23:38
  The Winter Olympics were a boon to new national TV ad spending during the week ending February 11th. Expenditures for new ads increased 77%t from the previous week (excluding spend during Super Bowl LII) to reach $256 million. The winter games were responsible for $91 million of these expenditures, or 35%.
  The last Winter Olympics in 2014 set a record of $977 million for national TV ad spend, easily beating the previous high of $831 million set in 2006. This milestone is likely to be eclips
  
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• WeWork and J. Crew pair up for panel series

  16-02-2018 22:09
  WeWork and J. Crew have partnered for a four-part panel series that will focus on topics such as success, professional fulfillment and what it means to be an entrepreneur today.
  The series kicked off earlier this week in San Francisco, and will make its way to New York City, Atlanta and Philadelphia over the next month. The panel sessions, which feature WeWork members, are taking place in-store at a J. Crew in each locale. The sessions are being moderated by LinkedIn executives.
  In addition to t
  
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• Cupcake Vineyards asks people to 'choose joy' and enjoy one of their wines in the process

  16-02-2018 20:23
  Cupcake Vineyards states that its wines are “crafted with a passion for celebrating,” which makes the brand’s new campaign, ‘Choose Joy’ a good fit for the reasonably-priced vintner.
  The campaign, done with creative agency Mekanism, features four 15-second spots, each celebrating people who are unapologetic, flawed and entirely at ease when choosing happiness in everyday moments.
  Cupcake and Mekanism were inspired by the modern wine consumer and wanted to create a c
  
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• FootJoy tees up with golf's big stars for campaign by new ad agency BSSP

  16-02-2018 19:30
  The golf season is just about underway, even if some of the globe is still under ice, and shoe and apparel brand FootJoy is celebrating with a spring campaign by its new creative agency, Butler, Shine, Stern & Partners (BSSP).
  With the golf star-studded campaign, FootJoy is focused on engaging consumers by celebrating the universal 'Joy' felt by golfers around the world. It's built around the tag 'Feel the Joy,' showcasing the emotional connection players have to the game itse
  
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• The Martin Agency pledges to Free The Bid, include women directors in triple-bidding

  16-02-2018 18:16
  The Martin Agency announced a pledge with the initiative to include female directors when triple-bidding for client production.
  Said the Martin Agency in a statement, the announcement is "an effort to support diversity in film and content production, and to expand their pool of partners, executive producers and creative leaders."
  Moving forward, the agency said it has pledged to have a woman director’s option considered, to the best of its ability, when triple-bidding a production for a cl
  
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• Fertility clinic network CCRM names Terri + Sandy first-ever agency of record

  16-02-2018 17:13
  The Colorado Center for Reproductive Medicine (CCRM) has named independent advertising agency Terri & Sandy its first agency of record.
  Terri & Sandy was selected after a multi-agency review for the business that kicked off in November 2017 and included a creative, media and PR search. Terri & Sandy pitched in partnership with Women’s Marketing, an award-winning, women-led independent marketing and media services agency who will provide SEO, digital analytics and medi
  
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• Hiscox claims industry first with new campaign that tracks live cyber attacks

  16-02-2018 16:56
  Hiscox is claiming an industry first with the launch of a campaign that will track cyber attacks in real time, as it looks to position itself as the go-to brand for business insurance among SMEs.
  For the campaign, which launches Monday (19 February) and was created by AMV BBDO and Goodstuff, Hiscox has set up a ‘honeypot’ test server that detects attempts at unauthorised access. The server is very similar to one a small business would have and in tests Hiscox found that it was gettin
  
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• Coca-Cola: it will take more than a sleek rebrand to put the fizz back into Diet Coke sales

  16-02-2018 16:54
  Coca-Cola may have invested in its Diet Coke brand heavily since the start of the year - unveiling fresh packaging and flavours - but three years after admitting that turning around the product’s fortunes was a “work in progress”, the drinks giant still isn’t sure it has found the best way to put the fizz back into its sales.
  Speaking during Coca-Cola’s earnings call today (16 February), the advertiser’s vice-president and investor relations officer Tim Leveri
  
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• Kraft Heinz to increase marketing spend to drive ‘profitable growth’

  16-02-2018 16:28
  Kraft Heinz is set to increase its marketing spend as it looks to turn around seven quarters of disappointing sales and drive long-term growth.
  Speaking on a call with analysts this afternoon (16 February) following its fourth quarter results, CEO Bernando Hees said Kraft Heinz plans to increase spend on “working media dollars”. That means on media that is seen by consumers, as opposed to, for example, production costs or agency fees.
  “We are increasing working media dolla
  
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• Ad of the Day: Snickers helps forgetful lovers on Valentine's Day with pop-up restaurant

  16-02-2018 16:27
  Most last-minute gift buyers give flowers or candy for Valentine’s Day, and it was the latter that sprang forth to help out in London this year, as Snickers came to the rescue of forgetful lovers.
  As a sequel to last year's ‘You’re Forgetful When You’re Hungry’ Valentine’s Day campaign, Snickers and AMV BBDO created another experiential stunt for those couples. Going one step further, Snickers created a with a pop-up restaurant for those who didn't have a rest
  
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• Specsavers launches £45m media review

  16-02-2018 16:15 via campaignlive.co.uk
  Specsavers has put its £45m media account into review, putting Manning Gottlieb OMD on alert.
  
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• Create buzz, get outside and trust your team: Tony King of King & Partners on being a great creative

  16-02-2018 15:57
  What Does It Take To Be A Great Creative? is a video series that highlights the thinking of global creative leaders on specific actions that can build a successful creative career in the industry. See what other creative leaders had to say in past episodes.
  Tony King set up his design and digital agency, King & Partners in New York eight years ago, but before that he helped pioneer e-commerce in the luxury space. As Gucci Group’s e-business director, he launched the
  
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• ‘People just assume the worst, maybe it’s just because we’re in adtech’

  16-02-2018 15:25
  Eric Eichmann, Criteo's chief executive officer, on the upcoming GDPR, and why Apple’s ITP concerns are ‘nothing new.’
  Criteo reported better than expected results earlier this week, with the France-based adtech company’s share price recovering significantly from its tumble after it issued guidance to investors noting the potential impact of the toll out of Apple’s Intelligent Tracking Prevention.
  Criteo posted bumper results for 2017, reporting a year-on-year
  
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• Once more with feeling: the power of emotion in campaigns

  16-02-2018 15:22
  Good marketing means more than just telling consumers why they need your product, it’s about making a human connection. So how can emotion turn a good campaign into a great one?
  Confession time. I keep switching off every time a certain six letters enter the conversation - B-R-E-X-I-T.
  Even if it is all one big turn-off, the Brussels-based soap opera has some important lessons for the world of marketing. Be honest – how many of us thought we’d be negotiating our EU exit right n
  
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• Callaway's mesmerizing ball-making video cements the Kimba Group's eclectic role for the golf company

  16-02-2018 15:00
  Golf is reasonably conservative, which may be why it has been losing ground with youth to other sports. One of the top golf equipment companies, Callaway, however, has been courting a younger audience through non-conventional marketing, including a painstakingly precise video of the making of the company’s new Chrome Soft ball.
  The spot was developed with Flowmotion technology with the Kimba Group, an agency out of Los Angeles, which works with the golf company on its unique marketing effo
  
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• What the industry really thinks about Keith Weed’s speech

  16-02-2018 14:45
  Unilever’s Keith Weed dominated headlines this week with what many were quick to read as a threat to review ad spend with Google and Facebook. However, what on the surface seemed to be a bold statement of intent may not spur Google and Facebook into taking the action some industry observers have speculated they will.
  At the IAB’s Annual Leadership Meeting in California on Monday (12 June) the marketing chief Unilever would only work with companies “committed to creating a
  
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• Recommended reading: How to fuel loyalty and future proof your brand

  16-02-2018 14:00
  Truth: A User’s Guide
  By Hector Macdonald
  With the phrase ‘fake news’ dominating the conversation in 2017, Hector Macdonald’s Truth feels like timely reading. Drawing from examples including the infamous Brexit bus and the way the Texas Department of State Health Services spread misinformation to pregnant women, the author asks whether it is ever morally acceptable for marketers to lie? It also looks at how consumers can protect themselves from misleading truths.
  Do Good
  
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• Digital marketing agency Feed launches digital creative division

  16-02-2018 13:52 via campaignlive.co.uk
  Independent digital marketing agency Feed has launched a creative digital division to "bring a culture of ideas" into the agency as it looks to offer innovative comms solutions for brands.
  
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• For and against: Nike's 'Nothing Beats a Londoner' campaign

  16-02-2018 13:44
  Nothing Beats a Londoner, Nike's new campaign by Wieden+Kennedy, has already been hailed by one tabloid as one of the best ads ever made – but not everyone sees it that way. Here, two ad execs give their wildly differing takes on a spot about the capital that's got the nation talking.
  "I’m not even a native Londoner,  but I think nothing beats this epic film"
  The case for – by Steve Vranakis, executive creative director, Creative Lab, Google and D&AD presiden
  
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• Unilever, Bacardi, Amazon: 5 things that mattered this week and why

  16-02-2018 13:33
  Unilever issues warning to ‘toxic’ digital platforms
  Unilever’s Keith Weed became the latest top marketer to call out digital platforms and the murky digital supply, taking to the stage at the IAB’s annual conference in California and threatening to pull investment from platforms that “breed division” or fail to protect children from toxic content.
  Weed was, although he didn’t say so in quite so many words, taking a swipe at Facebook and Google, as
  
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• Vivendi CEO explains Havas symbiosis: customer insight for content rights

  16-02-2018 13:18
  Arnaud de Puyfontaine, chief executive of Vivendi, has given a strong indication of how the media giant will benefit from its 2017 acquisition of the Havas group during the company's quarterly earnings call.
  Last June, Vivendi acquired a 60% stake in Havas for €2.3bn, bringing under its wing agencies like Victors & Spoils, FullSix, Arena, Arnold, H4B and Work Club. Furthermore, there is a familial tie between the two companies, French bi
  
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• Practical steps marketers can take to put trust back into marketing communications

  16-02-2018 13:00
  Trust has been high on the wider media agenda for some time. This year in particular, however, it is increasingly being talked about in connection with marketing communications. My former employer Unilever has been the most vocal big brand this week threatening to withdraw its advertising from such online platforms as Facebook and Google if they fail to eradicate items which “create division in society and promote anger and hate”.
  The topic of trust has in any case been rat
  
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• YouTube Re:View: Nike’s Londoners, Donatella Versace & grandpa’s kitchen

  16-02-2018 12:47
  Welcome to YouTube’s Re:View, in association with The Drum. This week we celebrate London’s youth and vibrancy in Nike’s new ad, pay a visit to the world’s oldest restaurant and learn what it takes to pull off the quintuple jump.YouTube Re:View
   
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  Nothing Beats a Londoner showcases the city’s youthful spirit
  Nike’s “Nothing Beats a Londoner” advert, created by Wieden + Kennedy, depicting the heart of London culture created
  
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• Five of the best map-based content marketing campaigns for inspiration in 2018

  16-02-2018 12:33
  The scope for creative content marketing campaigns in 2018 has never been more exciting – and it would seem that interactive maps are all the rage at the moment.
  In all fairness, you really can’t blame brands for having a crack at this type of content, either. Especially when you consider the development tools now available to help build these beautiful projects – such as Google Maps Embed API and open source toolkits like Bootstrap.
  Building map-based content with mobile in mi
  
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• Royal British Legion uses AR to turn commemorative pins into a storytelling experience

  16-02-2018 12:26 via campaignlive.co.uk
  The Royal British Legion has launched an augmented-reality experience that brings to life the stories from the Battle of Passchendaele in a bid to reach a younger audience.
  
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• 10 reasons why pitching is the biggest illusion of the 21st century

  16-02-2018 11:00
  When I read an email with the line "you are invited to our pitch...", or see more 'refined' phrases such as RFP or RFQ, I immediately assume that it’s going to be an intellectual stick-em-up. Created by an army of purchasing and pitching consultants, selling fake certainty to brands by approaching every collaboration as if they were buying Biros. Or worse: asking agencies for retainers and even kickbacks in case they are rewarded a loss-making contract after a long and expensive pitch proc
  
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• Merkle hires EMEA creative director and expands its customer experience team

  16-02-2018 10:48
  Performance marketing agency Merkle has boosted its customer experience (CX) team with two senior hires in EMEA, amid ambitious plans to expand the division in the region.
  Guy Howland has been appointed to the newly created role of creative director, and will be responsible for leading a team that delivers data-driven creative solutions across online, mobile, email, social and display advertising. Howland, who will be based in Merkle’s UK offices in London, previously held the role of head
  
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• Influencer marketing damages public's perception of brands, survey finds

  16-02-2018 10:41 via campaignlive.co.uk
  Nearly three quarters of the public incorrectly believe there are no rules or regulations surrounding influencer marketing and almost half think it is damaging for society, according to a new survey.
  
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• Universal uncovers widespread ‘cultural problem’ within its marketing department

  16-02-2018 10:33
  Scott Abraham, a former senior vice-president of marketing at NBC Universal, was reportedly sacked from his post last November for "inappropriate conduct", with Variety saying that the studio had uneatherd a widespread "cultural problem" within its marketing department.
  More recently this saw the exit of Seth Byers, executive vice-president of creative strategy and research, whose departure coincided with a decision to place president of marketing Josh Goldstine on administrative leave.
  Cit
  
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• Inside the Converse 'One star hotel': A$AP Nast, cotton candy, Mahjong and more

  16-02-2018 10:07 via campaignlive.co.uk
  Converse is opening the doors to its "One star hotel" today, revealing a variety of rooms with experiences bringing together "sneaker, skate, fashion and music".
  
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• Air New Zealand invites travellers on a social media #EmojiJourney

  16-02-2018 09:47
  Air New Zealand has distilled its Antipodean archipelago home into a fun emoji map as the carrier once again captures the zeitgeist to entice travellers to consider the country as a destination.
  Adopting the #EmojiJourney hashtag, the carrier is making its presence felt on Facebook and Twitter by asking users to comment on their ideal break down under – using nothing more than strings of emojis. Participants will then be sent a link to a personalised interactive map of the country wit
  
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• Betvictor picks Karmarama to lead World Cup 2018 marketing drive

  16-02-2018 09:25
  Online bookmaker Betvictor has played its World Cup 2018 hand by dealing in marketing specialists Karmarama to lead its creative for the sporting event.
  The football jamboree promises to provide a bonanza for all bookmakers prompting Betvictor to put its cards on the table early as it plots how best to increase its brand exposure during the tournament.
  Key to this will be the launch of a new brand campaign spanning traditional and digital media during the all-important build-up to the opening ma
  
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• The perfect storm that's blowing up in media

  16-02-2018 09:00
  Talk to someone outside of our industry – a 'lay person', if you like – about marcomms, and it’s highly unlikely that you’ll need to explain to them what advertising is.
  In advanced economies like those in the west – as well as developing ones elsewhere – advertising is ubiquitous. It’s an engine of modern capitalism.
  So, if you tell someone that you work at an advertising agency, they will have a pretty good idea of what you do – you work at a pla
  
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• Colin Lewis: Brands in the West need to find their own ‘red envelope’ strategy

  16-02-2018 08:30
  Today is Chinese New Year, called the ‘Spring Festival’ in China, when everyone travels to their provinces to celebrate the most important holiday in the calendar.
  Tradition sees Chinese families get together for dinner on New Year’s Eve, with children given red envelopes called hóngbāo containing ‘lucky money’ and good wishes on New Year’s Day. This being China in the 21st century, China’s biggest internet companies – Alibaba and Tence
  
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• Meet Fudge, one of The Drum magazine's eight March cover stars

  16-02-2018 08:00
  For The Drum's March issue of the magazine all about mobile, we asked readers to send in pictures of their furry friends to feature on the front cover.  The limited edition of the mag's cover will be reminiscent of an iPhone homescreen - complete with an epic pet photos.
  And after being inundated with pictures of dogs, cats, rabbit and a tortoise, eight winners have been chosen. 
  One star of the March issue is Fudge, Paul Mead, founder of VCCP Media's eight year old
  
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