Marketing news

• Hyperloop from Cleveland to Chicago hopes to revive the 'Rust Belt'

  27-02-2018 22:00
  The upper midwest of the US has been termed the 'Rust Belt' for decades now, its former glory as the center of the industrial revolution a faded hulk. But a new film promoting Hyperloop technology hopes to change that.
  Micky Coyne and Pete Harvey, two independent creatives, partnered with Hyperloop Transportation Technologies to announce plans for a Hyperloop link between Cleveland and Chicago with a new brand film that declares the term 'Rust Belt' all but dea
  
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• Out-of-home agency Talon spreads wings to US, lands New York office

  27-02-2018 21:26
  Talon Outdoor, an UK-based independent out-of-home (OOH) agency announced its expansion into the US market with the opening of its New York office.
  Talon Outdoor has partnered with Holt Media Companies in a joint venture, according to a statement. Holt has provided a “high-end perspective on the US landscape." Together with Ptarmigan Media, founding agency partner, Talon will also extend its work with heritage partners in the outdoor space Grand Visual and Blis.
  Irina Zeltzer has been task
  
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• Pinterest taps former Google exec Francoise Brougher as COO to scale ad offering

  27-02-2018 19:26
  Pinterest has tapped former Google and Square exec Francoise Brougher to join the company as its first chief operating officer, tasking her with scaling up its global advertising offering. 
  She will be responsible for growing Pinterests operations around the world as well as heading up global ad sales, partnerships, measurement and business development. 
  The appointment from the visual bookmarking tool comes amid ongoing speculation it is gearing itself up to go public i
  
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• Ad of the Day: Univision celebrates Latino culture in America in latest campaign

  27-02-2018 18:44
  While the US president continues his quest to build a wall at the Mexican border, others are trying to tear down the walls between cultures and celebrate diversity. That’s the point of a new campaign by Univision Communications (UCI), the leading media company serving Hispanic America.
  Univision is introducing ‘Se Habla USA,’ a campaign to promote the value of diversity, inclusion and the important role Hispanic culture and Spanish language play in America. The point is to empo
  
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• Leagas Delaney appoints Dowling to new head of strategy role

  27-02-2018 18:43 via campaignlive.co.uk
  Leagas Delaney chief executive Fergus Hay has recruited former Ogilvy & Mather Asia-Pacific colleague Owen Dowling to fill the newly-created role of head of strategy.
  
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• ISBA updates controversial media services framework

  27-02-2018 18:08 via campaignlive.co.uk
  ISBA is aiming to move the conversation around media agency relationships on from transparency to alignment, as it launches an updated version of its media services framework.
  
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• How to market your 'store within a store'

  27-02-2018 18:03
  Retailers have had their fair share of woes over the last decade as they negotiate technology, new and disruptive businesses, and an ever changing political and economic situation. The bright side is that these challenges are driving incredible retail innovations that are leading to phenomenal customer experiences.
  Retailers of all kinds are showing great agility as they focus on delivering customers a seamless on and offline experience. The retail store isn’t dead, it’s evolving, an
  
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• WPP firms Burston-Marsteller and Cohn and Wolfe merge

  27-02-2018 18:00
  WPP today (February 27)  announced the merger of public relations firms Burson-Marsteller and Cohn & Wolfe to create Burson Cohn & Wolfe (BCW).
  BCW will be helmed by current Cohn & Wolfe chief executive Donna Imperato. Current Burston-Marsteller worldwide chairman and chief executive Don Baer has been named BCW's chairman; he will be focused on "delivering high-level counsel for Burson Cohn & Wolfe clients."
  In a statement from WPP, the two agencies will
  
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• Do social media brands by their very nature have an expiry date?

  27-02-2018 17:54 via campaignlive.co.uk
  The ghosts of once-mighty digital brands like Yahoo, AOL and MySpace loom large as a reminder of how quickly internet users' preferences can change.
  
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• Campaign Diary: Iris - act your age; Adland takes best tables at Brit Awards

  27-02-2018 17:41 via campaignlive.co.uk
  The snowfall brought out the inner teenage boy in Iris, while adland shows its face at last week's Brit Awards.
  
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• Mobile World Congress day two: here's what you need to know

  27-02-2018 17:25
  With most of the major new device announcements already out, day two of Mobile World Congress (MWC) in Barcelona was a more subdued affair. Here's what you need to catch up on. 
  Taking to a stage two miles away from the main conference centre at the 4YFN (4 Years From Now) event – the startup hub of MWC – Unilever’s vice president of global marketing made a public commitment to increase the number of female-founded startups the FMCG-company invests in. Right now, just
  
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• As customers stop taking out cards to pay, Visa turns to sensory branding

  27-02-2018 17:15 via campaignlive.co.uk
  Visa has a new chime, designed specifically to give customers the reassurance that their payment has gone through when they're paying with their phones.
  
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• Formula 1 goes OTT with F1 TV streaming service in Europe and US

  27-02-2018 17:00
  Formula 1 has launched its own bespoke streaming service, selling directly to consumers in two dozen markets. 
  The service, costing around $8-$12 a month, will be available in Germany, France, the US, Mexico, Belgium, Austria, Hungary and much of Latin America. A launch date for the UK has not been set.
  It will “keep existing audiences hooked and attract new fans to the world of F1 too,” according to Mehul Kapadia, a managing director at Tata Communications, which will help deli
  
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• Vodafone usurps MWC's 5G talk with mission to install 4G – on the moon

  27-02-2018 16:54
  Vodafone is looking to install the moon’s first 4G network, a move that serves as a stunt and an apparent prediction that there will be future activity on the rocky satellite. 
  Weeks after Elon Musk stole headlines by shooting a Tesla Roadster into orbit aboard a SpaceX rocket, Vodafone Germany and Nokia are working together to deliver 4G tech fit for space.
  Marking the 50th anniversary of Nasa’s famous moonwalk, the groups, supported by scientists, will launch the &ls
  
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• Grey London partners with Hogarth to launch in-house production resource

  27-02-2018 16:26 via campaignlive.co.uk
  Grey London is partnering with its sister WPP-owned production company Hogarth to launch Town Productions, an in-house resource designed to manage all elements of its clients' production.
  
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• Deliveroo creates billboard out of burgers

  27-02-2018 16:18 via campaignlive.co.uk
  Deliveroo, the food delivery service, is constructing a billboard made out of burgers.
  
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• Bentley Collection relaunches e-commerce site to reflect the ‘design language’ of its cars

  27-02-2018 15:16
  Luxury automotive brand Bentley has relaunched its online Bentley Collection store with a refreshed design and a more conversion focused customer experience.  
  The Bentley Collection is a range of luxury clothing, accessories, gifts and items for the home that embody the essence of the Bentley marque. Products are available to buy via Bentley dealerships and worldwide via its online store.
  By introducing a new design and ecommerce platform, Bentley aims to drive sales growth for the Bentley
  
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• Colonel Ritson: KFC’s marketers turned a chicken crisis into a brand triumph

  27-02-2018 14:47
  What’s in three little letters? Well the short answer is that they may spell out the best bit of marketing of 2018.
  In November 2017, when logistics company DHL won the KFC account, it promised to “rewrite the rule book” and “set a new benchmark” for delivering chicken. Having finally taken over the account earlier this month it appears both objectives have been achieved, but perhaps not in the manner KFC or its new partner might have hoped.
  It quickly became appar
  
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• Colonel Ritson: How KFC’s marketers turned a chicken crisis into a brand triumph

  27-02-2018 14:47
  What’s in three little letters? Well the short answer is that they may spell out the best bit of marketing of 2018.
  In November 2017, when logistics company DHL won the KFC account, it promised to “rewrite the rule book” and “set a new benchmark” for delivering chicken. Having finally taken over the account earlier this month it appears both objectives have been achieved, but perhaps not in the manner KFC or its new partner might have hoped.
  It quickly became appar
  
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• Industry insight: what brands should do about the NRA

  27-02-2018 14:45
  The National Rifle Association (NRA) continues to face pressure from brands as public sentiment heats up over the organization. So far, the likes of Hertz, Avis, Norton, MetLife, Lifelock, Delta and United have discontinued partnerships with the NRA.
  Brands that have yet to cut ties are facing increasing calls to act as well, but the NRA has hit back claiming the moves as being motivated by politics.
  The Drum asked marketing industry professionals to weigh in with their thoughts on severing ties
  
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• Marketoonist on what makes food natural

  27-02-2018 14:32
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on what makes food natural appeared first on Marketing Week.
  
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• How Unilever plans to change the ‘hostile’ startup environment for women

  27-02-2018 14:12
  Unilever Foundry has made an ambitious global commitment to ensure half of all the startups it partners with are female-founded within the next five years, but Unilever’s executive vice-president of global marketing and head of diversity and inclusion, Aline Santos, is hopeful industry collaboration will help make this happen quicker.
  Speaking to Marketing Week at Mobile World Congress 2018, Santos – who is “optimistic” about the future for women but frustrated
  
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• Unilever vows 50% of the startups it works with will be female-led by 2023

  27-02-2018 14:09
  Unilever has committed to increasing the number of female-founded startups it invests in. Right now, just 23% of its investment goes to female-led businesses; by 2023 it wants that to be 50%.
  Unilever VP of marketing Aline Santos used a keynote speech at Mobile World Congress today (27 February) to announce its intention to shift the dial.
  Much of the FMCG company’s investment into startups comes via its incubator programme Unilever Foundry, which was set up four years ago. Since then it h
  
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• Burberry CMO Sarah Manley to exit following Christopher Bailey departure

  27-02-2018 13:42
  More change is afoot for Burberry, with its longtime chief marketing officer Sarah Manley set to depart the business following on from the recent exit of former creative director Christopher Bailey. 
  Manley, who joined the luxury brand in 2001 one month after Bailey, has announced her resignation internally according to a report from Fashion Network. It's believed she will leave the business in July. 
  The Drum has reached out to Burberry for a statement on the matter and clarification
  
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• Brands reveal how RCS, the next-gen SMS, helps drive engagement with customers

  27-02-2018 13:32
  Brands are increasingly seeking means of conversing with their customers. Chatbots and messaging apps are providing opportunities in this space, meanwhile mobile carriers are promising an open, policed and secure platform of their own in Rich Communications Services (RCS), the successor to SMS.
  Mobile World Congress (MWC) organiser GSMA has aligned 800 carriers behind RCS, including Vodafone, Deutsche Telekom, Bell Canada, China Mobile, T-Mobile US and Google. With this integration, th
  
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• UK Top Shazamed Ads: O2 enters the charts urging people to #FollowTheRabbit

  27-02-2018 13:04
  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.
  In the chart this week, O2 takes second place as it urges users to #FollowTheRabbit. 
  Backed by The Chemical Brothers 'EML Ritual', the ad sees people sitting around doing mundane day to day tasks; sitting in front of the tv, working late at their desk and ironing while being silently judged by the blue rabbit. Eventually people gi
  
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• Comcast tables $31bn bid for Sky rivaling Rupert Murdoch’s 21st Century Fox takeover attempt

  27-02-2018 13:04
  Rupert Murdoch’s long-standing ambition to take full control of Sky is facing a fresh complication from an unexpected quarter after US cable giant Comcast tabled a rival $31bn bid for the pan-European broadcaster, significantly higher than 21st Century Fox's earlier $25.8bn submission.
  An earlier bid by 21st Century Fox had seen it agree to pay the amount for a 61% stake in Sky, but US-based Comcast, which owned networks such as NBCUniversal, today (February 27) placed a riv
  
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• Kantar Millward Brown figures show that advertisers are just not hitting the mark

  27-02-2018 13:00
  Despite brands investing more and more time and money into data-led audience targeting with programmatic execution, etc, less than half of all US consumers claim they are seeing relevant ads.
  That’s according to some of the latest findings released from this year’s Kantar Millward Brown’s AdReaction study, which finds that only 43% of US consumers think they are being served with relevant ads on their desktops and mobile devices.
  Surveying consumer sentiment, the figures show t
  
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• ‘Transparency will raise the bar for branded content’: event takeaways from Facebook, New York Times and Bacardi Martini

  27-02-2018 12:57
  Branded content can work like magic, but full transparency is crucial if the industry wants to raise the bar for quality, agreed panelists at The Drum Studios branded content event in London last week.
  It was not that long ago that Guardian Labs’ Anna Watkins said that the key to surviving the ‘adblockalypse’ lies in offering fewer, but more premium quality commercial messages and formats. As brands and publishers look to monetize content in this space, it then begs the qu
  
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• Transparency in branded content: event takeaways from Facebook, New York Times and Bacardi Martini

  27-02-2018 12:57
  Branded content can work like magic, but full transparency is crucial if the industry wants to raise the bar for quality, agreed panelists at The Drum Studios branded content event in London last week.
  It was not that long ago that Guardian Labs’ Anna Watkins said that the key to surviving the ‘adblockalypse’ lies in offering fewer, but more premium quality commercial messages and formats. As brands and publishers look to monetize content in this space, it then begs the qu
  
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• Skoda hosts secret Paloma Faith gig

  27-02-2018 12:56 via campaignlive.co.uk
  Skoda, the Czech car marque, hosted a secret Paloma Faith gig last night in London.
  
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• Julius Meinl celebrates World Poetry Day with JP Cooper

  27-02-2018 11:52 via campaignlive.co.uk
  Julius Meinl, the Vienna-based coffee roaster, is marking World Poetry Day by encouraging customers to pay for their drinks with a poem.
  
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• Coca-Cola marketing boss: new Diet Coke flavours just the start of year of innovation

  27-02-2018 11:29 via campaignlive.co.uk
  Coca-Cola is set to launch a raft of new brands and flavours this year, the company's UK marketing director has said.
  
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• Debates, retrials and pie 'n' mash: where you need to be during Advertising Week Europe

  27-02-2018 11:28
  For the second year in a row, The Drum is opening its own London boozer for the duration of Advertising Week Europe (AWE). The Drum have partnered with The Sun to host an ‘off-Broadway’ version of AWE which will entail a week full of quizzes, pub lunches and discussions on issues being faced by marketers today.  
  The Drum and The Sun Arms will open its doors on March 19 and will be located a short stroll from AWE's Picturehouse Central venue in Piccadilly. The week-long eve
  
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• The&Partnership to devise ‘bold’ RadioCentre campaign targeting media buyers

  27-02-2018 11:18
  RadioCentre has turned to creatives at The&Partnership to help it devise an ‘ambitious and bold campaign’ with which to communicate the importance of commercial radio and the associated brand building opportunities presented by the medium to advertisers.
  Encouraging media buyers to listen up, the campaign seeks to communicate the full spectrum of opportunities presented by the oldest home broadcast technology.
  Lucy Barrett, client director at Radiocentre, said: “Radio is th
  
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• Twitter strikes live steaming deal with Formula E

  27-02-2018 11:00
  Twitter has taken a further step toward establishing itself in the video streaming market after striking a deal with Formula E to live stream races in Japan.
  The partnership will kick-off with a live stream of the Mexico City E-Prix on 3 March via the official Formula E Twitter channel, supported by near-live clips of key moments pulled from throughout the E-Prix.
  Jinichiro Takata, senior partnership manager at Twitter Japan, said: “We’re thrilled to collaborate with an innovati
  
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• Comcast swoops for Sky in bid to scupper Fox takeover

  27-02-2018 10:41 via campaignlive.co.uk
  Comcast, the US cable TV giant that owns NBC and Universal Pictures, has made a $31bn (£22.1bn) bid for Sky that would stop 21st Century Fox's planned takeover.
  
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• The Glitch co-founders on GroupM acquisition and handling global brands like Unilever

  27-02-2018 10:31
  WPP’s GroupM recently agreed to acquire creative agency 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.
  The Drum spoke with The Glitch co-founders Varun Duggirala and Rohit Raj,Pooja Jauhari, chief executive officer (CEO) and Kabir Kochhar, managing partner and business head Delhi to find out more about
  
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• The biggest social media changes in the past 12 months

  27-02-2018 10:30
  Social media has had a clear increase in activity of businesses using the platforms to market their products and services. With users predicted to grow by over a million each year over the next five years, it’s no wonder that more and more businesses are now turning to social media to target their audience. Reaching these vast numbers has instantly paved the way for some significant changes on our favourite platforms.
  Instagram
  It followed in Snapchat’s footsteps with facial filters
  
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• Lucozade is the hero of new Tomb Raider alliance

  27-02-2018 10:24
  Energy drink Lucozade has rekindled an alliance with the Tomb Raider franchise stretching back to the titular videogame heroine's origins in the 1990s, with the launch of a new campaign timed to coincide with the character's latest film.
  ‘Energy Beats Everything’, created by Grey London, splices footage from the Warner Bros flick together with marketing shots of the fizzy drink, communicating the idea that with sufficient energy you can leap any hurdle.
  Taking the form of a tong
  
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• Which Winter Olympics sponsor led the pack in Pyeongchang?

  27-02-2018 10:17 via campaignlive.co.uk
  One particular Winter Olympics sponsor's activation around the games in Pyeongchang stood out ahead of all others, according to data from social media analytics firm Brandwatch.
  
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• Creative work of the week APAC: Dating app to match women with furry animals wins hearts

  27-02-2018 09:56
  The winner of this week's creative work of the week in Asia Pacific is Sydney Dogs and Cats Home, which launched a campaign on female-first dating app named Bumble, to bring a warm and furry activation to Sydney on Valentine’s Day.
  The campaign was created by JWT to raise funds for Sydney’s only not-for-profit pound. The agency used a pop-up photography studio, where Australians can create their own suite of ‘date bait’ profile pics, featuring adorable resc
  
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• Jaywing grows Australian footprint with Frank Digital takeover

  27-02-2018 09:53
  UK-based marketing agency Jaywing is set to significantly expand its Australian footprint after it confirmed that it had struck an agreement to acquire Frank Digital for an undisclosed sum.
  Years of organic growth have seen Jaywing operate with an increasingly Australian accent since the business first gained a toehold down under with its acquisition of a local search agency in 2016, now operating under the Jaywing brand.
  The latest takeover will significantly expand Jaywing’s client base
  
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• Amazon India opens 15 fulfillment centres to power its grocery app

  27-02-2018 09:42
  Amazon India has intensified its foray into grocery sector by opening 15 specialised fulfillment centres (FCs) for its app-only grocery delivery service, Amazon Now.
  As reported by The Times of India, Amazon will be utilising these centres to cater to the demands on the hyperlocal delivery platform. The news comes after China’s Alibaba's investment of $146 m in online grocer BigBasket 
  Despite a decline in average online spend per buyer in 2016 due to demonetisatio
  
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• Comcast gazumps Murdoch’s 21st Century Fox with £22.1bn Sky offer

  27-02-2018 09:26
  Rupert Murdoch’s 21st Century Fox is facing a fresh complication from an unexpected quarter in its long-cherished drive to wrest full control of Sky, after US cable giant Comcast tabled a rival £22.1bn offer for the business.
  The cash offer is significantly higher than the £18.5bn already agreed by Fox for the 61% stake in the business it does not currently possess.
  Outlining his motivations behind the audacious move Comcast chief executive Brian Roberts said he was drawn to th
  
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• Unilever Foundry partners with UN Women and commits to funding female-led startups

  27-02-2018 09:24 via campaignlive.co.uk
  Unilever Foundry made a global commitment at Mobile World Congress that in five years, half of all start-ups it partners with will be female-founded.
  
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• Trinity Mirror calls on former COO Mark Hollinshead to lead Express, OK & Star integration

  27-02-2018 09:20
  Trinity Mirror is understood to have placed former chief operating officer Mark Hollinshead in temporary charge of the portfolio of products it recently acquired from Northern & Shell in a £127.6m deal.
  The Drum has learned that Hollinshead will oversee the integration of The Daily Express, The Sunday Express, The Star and OK magazine within Trinity Mirror as an interim chief, working closely with the publisher's chief executive, Simon Fox. This will be done through his role
  
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• Stop writing and learn to be a better writer

  27-02-2018 09:00
  A woman walks up to a construction worker in Manhattan.
  “Excuse me young man,” she says. “How do I get to Carnegie Hall?”
  He puts his pickaxe down and wipes his brow. Finally, he speaks.
  “Lady, you gotta practise.”
  He’s right. Every skilled, or would-be skilled, tradesperson needs to practise. But what does practise mean? For copywriters, specifically? It might seem obvious. You write. As much and as often as you can.
  Ads. Blog posts. Emails. Landing pag
  
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• Why the rise of the chief data officer will be short-lived

  27-02-2018 08:00
  The role of data is increasingly moving up the corporate agenda and nowhere is this more obvious than at easyJet. The company made a surprising management shake-up following the appointment of its new CEO Johan Lundgren, abolishing the chief commercial officer role held by Peter Duffy and announcing plans to hire a chief data officer.
  The move means the responsibilities of Duffy, formerly the top marketer at the company, will be distributed across a group of leaders reporting into Lundgren, with
  
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• IPG Mediabrands and Nielsen ink strategic partnership to further hone media planning

  27-02-2018 04:04
  IPG Mediabrands has announced a partnership with Nielsen that will let the agency network better evaluate communications plans against the measurement and analytics giant’s TV audience and consumer insights before committing to spend.
  The integration lets IPG Mediabrands agency staff cross-reference identity graphs housed within its Audience Management Platform (AMP) with Nielsen’s extensive TV viewing and consumer purchase data made available through Nielsen Catalina Solutions.
  It a
  
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