Marketing news

• The case for patience: why agency talent should be wary of job-hopping

  28-02-2018 23:55
  As the changing nature of work and the “gig” economy continue to evolve, agencies have been forced to rethink how they attract and retain emerging talent.
  We face stiff competition from other industries as well as the constant temptation for short-term promotion. But for those who have joined or are considering starting out in agency life, I urge you not to succumb to short-termism. We live in a world of instant gratification, but this is one arena that I would council patience. 
  
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• Google Arts and Culture, Mass Appeal create 'Anthem Film Series' for Black History Month

  28-02-2018 23:31
  Google Arts & Culture has collaborated with media and content company Mass Appeal to present a campaign for Black History Month called “Anthem Film.”
  The series of videos premiered throughout the month of February, and were narrated by prominent voices in the Black community, such as actor Yara Shahidi, activist Angela Rye and rapper Nas.
  Each narrator pays homage to a topic close to them in the larger tapestry of Black culture and history. Nas, a Grammy-winni
  
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• Five good reasons your brand should split from the NRA, plus three bad ones

  28-02-2018 23:26
  Let’s check in: Six weeks into the New Year, and upward of 18 school shootings have not caused the leadership of the National Rifle Association a flicker—or tweet—of doubt. Not to mention the 900-plus dead and injured following last October’s assault on concertgoers in Las Vegas.
  Yet, there’s no denying that the latest mass shooting, carried out on Valentine’s Day against high school students and teachers in Parkland, Florida, has sounded a clarion call, and s
  
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• Quartz on getting chatbots to fight its battles for reader loyalty

  28-02-2018 21:15
  Quartz is primed to launch a new Facebook Messenger bot that it thinks will win the loyalty of readers and ensure many returning visits and engagements with the brand.
  Zach Seward, vice president of product and executive editor at Quartz, announced that the feature will come to market on the Facebook platform 8 March. During a talk at Mobile World Congress (MWC), he unveiled some of the strategies driving the brand's ubiquitous newsletter and chatbot efforts.
  When designing the bot in-house
  
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• How cognitive dual processing dominates consumer decision-making

  28-02-2018 20:12
  What do we think of when we think about thinking? For most people, what immediately springs to mind is how we take in information, weigh that knowledge form conclusions, and change our minds if emerging data forces us to.
  That conscious, active, energy-intensive form of thinking is where we think we make most of our decisions. In fact, the vast majority of our choices originate in the part of our brain that makes automatic, intuitively guided decisions – the section from which the term &ls
  
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• Gap builds human-sized zoetrope to feature the colors of its spring campaign

  28-02-2018 19:33
  The Gap is bringing a wheel of color to its spring collection, and it’s showing it off by building a human-sized zoetrope to spin the colors of the season.
  The new twist on old motion picture technology is part of the brand’s ‘Meet Me in the Gap’ campaign. The first iteration of the campaign by Yard NYC last year explored what it was like to bring unique combinations of artists together, like Cher and rapper Future, along with tap dancers meeting basketball players a
  
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• Ex-SapientRazorfish global CCO Daniel Bonner joins Wunderman

  28-02-2018 18:45 via campaignlive.co.uk
  Daniel Bonner has joined Wunderman as its global chief creative officer.
  
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• FA hunts for sponsors that don’t see women’s football as an ‘add-on’

  28-02-2018 18:26
  Women’s sport has long been seen as the poor cousin of its male counterpart. Match attendance is significantly lower, less people tune in from home and so sponsors have been slower to get on board.
  In 2016/17, the average attendance for the Women’s Super League 1 (WSL), the top league in women’s football, was just 1,128 (up from 1,076 the season before) compared to 35,822 for the men’s Premier League. On TV, the 500,000 people who regularly tune into the BBC&rsq
  
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• Shaving startup Harry’s attempts to tackle male stereotypes in new campaign

  28-02-2018 18:12
  Shaving subscription startup Harry’s is launching a new campaign that aims to tackle the harmful stereotypes around what it means to be a man.
  The three-minute short film depicts an alien asking a young boy to show him how to be a man. The boy explains that: “men walk with confidence”, “a real man wants to be taken seriously” and “a man has to be strong and shouldn’t be afraid anything.” It transpires the boy’s father has died and as he hands
  
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• Shortlist Media's Mr Hyde launches annual Chicken Wing Day

  28-02-2018 18:02 via campaignlive.co.uk
  Mr Hyde, the Shortlist Media email bulletin brand, is hosting the first annual Chicken Wing Day.
  
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• Publicis’ Levy warns negotiating ad deals with Sky will get harder as takeover battle mounts

  28-02-2018 18:01
  Publicis chairman Maurice Levy has warned advertisers that negotiating deals with Sky is about to become considerably harder as the bidding war for the broadcaster heats up.
  Yesterday (27 February) US cable giant Comcast tabled a $31bn bid for the pan-European broadcaster.
  It was a surprise offer given that Rupert Murdoch-owned 21st Century Fox had already agreed to pay $25.8bn for 61% stake in Sky, a bid that was itself complicated in December when Walt Disney confirmed it was looking
  
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• US Creative Work of the Week: Callaway tracks a golf ball from factory to tee

  28-02-2018 17:56
  Golf company Callaway wanted to take a different approach to how it told the story of its new Chrome Soft golf ball. Rather than use a known pro as a spokesperson, it instead used the pride of its workers in a detailed video showing the making of the ball, from the raw materials through to the finished product on the tee.
  The spot was developed with Flowmotion technology with agency the Kimba Group out of LA, which works with the golf company on its unique marketing efforts. The 81-second f
  
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• Pernod Ricard opens events space in Manchester

  28-02-2018 17:30 via campaignlive.co.uk
  Pernod Ricard UK, which owns alcohol brands including Absolut, Havana Club and Malibu, is launching an events space in Manchester.
  
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• How to master local search in a mobile-first world

  28-02-2018 16:55
  The digital landscape has changed and we now live in a mobile-first world. According to Zenith 2016, mobile traffic drove 75% of global internet usage in 2017 and this will grow to 80% by 2018. It’s not just videos and social media either; 60% of all search queries now take place on mobile devices.
  As mobile usage has increased, so too have consumer expectations. Consumers care about relevance, context, speed, personalisation and convenience. They want messages that cut through the clutter
  
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• Pizza Hut is replacing Papa John’s as NFL sponsor

  28-02-2018 16:43
  Pizza Hut is to replace Papa John’s as the official pizza sponsor of the NFL.
  According to Papa John’s, the pizza chain - which has served as the official sponsor since 2010 - and the NFL mutually agreed to cut ties. Papa John’s will now instead focus on partnerships with 22 local NFL teams and “key personalities” in the sport.
  The switch comes month after former Papa John’s founder and chief executive John Schnatter criticized the NFL for its handling of
  
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• Meet Jane Walker, the Black Label icon of Women's History Month

  28-02-2018 16:00 via campaignlive.com
  A limited edition bottle honors historic and modern women leaders.
  
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• People on the move featuring Vogue, Pinterest, Shortlist Media, Derby and more

  28-02-2018 15:00
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below. 
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  IPG Mediabrands
  Claire Spencer has been promoted to managing director of insight and alanytics at IPG Mediabrands while Geoff Copps has been promoted to managing partner of head of data.
  The brand has also announced it’s global collaboratio
  
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• US Creative Works: featuring Droga5, GSD&M, JWT Peru and more

  28-02-2018 14:30
  Welcome to The Drum's US Creative Works. Dedicated to showing the best creative work in North and South America, we give our readers the chance to decide which work features as our 'Creative Work of the Week.’
  Scroll through the latest work and see what stands out. For project information, creative credits and more, click on the project to expand to full screen and click on the stars to vote.
  To submit work for our US Creative Works section, fill out this online form.
  The winner
  
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• Unilever and IBM's blockchain experiment: a silver bullet for digital or a 'glitzy' quick fix?

  28-02-2018 14:30
  The specifics – or lack thereof – of Unilever marketing chief Keith Weed’s IAB Annual Leadership Meeting keynote have been extensively probed. Less examined, however, is Weed’s outlining of Unilever’s new collaboration with IBM, which will see the FMGC brand harness blockchain to reduce ad fraud, and what that means for the wider industry.
  IBM and Unilever believe blockchain could be the key to stopping nefarious bot traffic; when impressions and clic
  
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• Maurice Levy warns brands the Internet of Things could make them ‘irrelevant’

  28-02-2018 14:17
  Maurice Levy, the chair and former CEO of Publicis Groupe, warns the Internet of Things could make brands “irrelevant” in future if they do not master new technology and find more intelligent and creative ways to market to consumers.
  As digital giants such as Amazon and Google continue to roll out increasingly clever tech into the home, Levy says there is a risk consumers will “barricade” themselves behind the Internet of Things and that could cut advertisers out of the p
  
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• Pitch update: Asda, Camelot, The Navy and Just Eat

  28-02-2018 13:47 via campaignlive.co.uk
  Camelot has shortlisted ad agencies and Asda has held chemistry meetings, while Just Eat has begun talks about its creative business.
  
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• BrewDog aims to convert one million IPA fans through 'world's biggest' beer tasting

  28-02-2018 13:29 via campaignlive.co.uk
  BrewDog, the independent craft brewer, is attempting to convert one million people into fans of the brand in what it is calling the "world's biggest ever beer sampling campaign".
  
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• How a strong company culture can be the key to success

  28-02-2018 13:12
  When I launched a performance marketing agency in 2015, and later its sister digital creative agency in 2017, one of the motivators was the chance to work with people that were like-minded and enjoyed each other’s company. A strong culture is crucial to any successful business model. It is one of the most valuable currencies you can have; it allows you to retain and attract the best talent, and it ensures your agency delivers phenomenal work imbued with real personality.
  You don’t ha
  
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• Oystercatchers to cull 'cumbersome' RFIs and chemistry meetings

  28-02-2018 13:07 via campaignlive.co.uk
  Oystercatchers is setting out to overhaul the client/agency pitch process, with an insistence that only agencies that "truly meet" client criteria will be allowed on to pitches.
  
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• Budweiser succeeds Carlsberg as official beer of England football team

  28-02-2018 13:00
  US beer Budweiser is to replace Carlsberg as the official beer partner for the England men's national team, marking the biggest deal in the Football Association's (FA) history. 
  As well as teaming up with the national side, the AB InBev-owned brand will take over the taps at Wembley Stadium. The move will further deepen Bud's ties to the the sport, with it also renewing its partnership with the FA Cup which has been in place since 2015.
  Carlsberg called time on its 22-year sponsorship
  
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• Pick of the week: KFC comes out on top with witty apology ad

  28-02-2018 12:36 via campaignlive.co.uk
  Satirists couldn't have penned a bigger disaster for KFC than a chicken shortage that resulted in it having to shut up shop at most of its branches.
  
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• Turkey of the week: Confused.com bungles ad thanks to James Corden's antics

  28-02-2018 12:29 via campaignlive.co.uk
  Confused.com's latest ad starring James Corden tries way too hard for a laugh.
  
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• LittleThings blames ‘catastrophic’ Facebook algorithm changes for abrupt collapse

  28-02-2018 12:25
  'Feel-good' lifestyle site LittleThings has announced its closure, pinning the blame for its collapse squarely on the shoulders of a recent Facebook algorithm tweak.
  The publisher had risen to prominence on the social media juggernaut's coat tails after amassing a sizeable social media following of 12 million and attracting up to 50 million visitors each month. LittleThings said that a recent decision by the network to demote news and sponsored content in favour of conte
  
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• 'Don't buy the advertising' says Brewdog as it prepares to give away 1m free pints

  28-02-2018 12:23
  BrewDog has vowed to give away 1m pints of its flagship Punk IPA in what it is dubbing "the world's biggest sampling campaign" led by the brand's distinctly anti-advertising advertising.
  Social, digital, press and outdoor creative has been devised under the headline of 'Don't believe the hype', with creative urging users to 'Make up your own mind' when it comes to ordering craft beer and – ironically – telling them: 'Don't believe the advertising'.
  A more detailed poster ex
  
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• Pizza Hut Delivery appoints Iris to £10m UK creative account

  28-02-2018 12:06
  Pizza Hut UK has appointed Dominos' former agency Iris London to oversee the creative and strategic account of its delivery business, which is thought to be worth around £10m. 
  The pizza brand's incumbent creative shop Ogilvy & Mather London did not repitch for the business, which was awarded to Iris following a four-way contest. 
  It is understood that the agency has been tasked with defining and launching a fresh proposition for the fast-food delivery chain across
  
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• Bank of America creates brand safety officer role to help it ‘clean up house’

  28-02-2018 11:52
  Bank of America has created a ‘brand safety officer’ role to help it “clean up house” amid the ongoing concern from advertisers about ads appearing alongside questionable content, ad fraud and transparency.
  Speaking at the CMO Summit at Mobile World Congress today (28 February), the bank’s senior vice president and enterprise media executive, Lou Paskalis, declined to name the new hire, but revealed that she will be tasked with protecting the brand, and its cus
  
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• The Kroger Co. Money Services department chooses Stickyeyes as digital partner

  28-02-2018 11:40
  The Kroger Co. Money Services department has selected digital marketing agency Stickyeyes to lead the digital marketing strategy for its products in the US.
  This partnership will see Stickyeyes supporting key areas of search engine optimisation, digital strategy, content marketing and web design, as the brand looks to deliver significant growth in these product areas.
  A key part of this relationship will be to support the launch and optimisation of a new digital platform for Kroger Mon
  
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• Accenture showcases disruptive technology at Mobile World Congress

  28-02-2018 11:34 via campaignlive.co.uk
  Mike Sutcliff, the group chief executive of Accenture Digital, explains why marketeers are interested in interactive technology.
  
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• Shortlist Media welcomes Sam Bird to Family as creative studio lead

  28-02-2018 11:32
  Sam Bird has been named as the first executive director of Shortlist Media’s Family creative studio as part of an ongoing push from the publisher to deliver more branded content partnerships.
  Bird’s remit will include overseeing the development and growth of Family by working alongside editors and commercial leads to produce content for its metropolitan audiences.
  Sophie Robinson, chief marketing officer at Shortlist Media said: "The executive director, Family role is criti
  
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• F1 makes biggest investment in digital to date as it looks to serve fans better

  28-02-2018 11:29
  Formula One is making its biggest investment in digital to date with the launch of an over-the-top live subscription service, as it looks to change brand perceptions and serve its fans better.
  F1 TV will launch across 40 markets – including Germany, France and the USA but not in the UK –  next month, in time for the upcoming Formula One season. It will allow fans to watch ad-free live streams of each race, while on-board cameras will show live content from the driver’
  
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• F1 makes biggest ever investment in digital as it looks to serve fans better

  28-02-2018 11:29
  Formula One is making its biggest investment in digital to date with the launch of an over-the-top live subscription service, as it looks to change brand perceptions and serve its fans better.
  F1 TV will launch across 40 markets – including Germany, France and the USA but not in the UK –  next month, in time for the upcoming Formula One season. It will allow fans to watch ad-free live streams of each race, while on-board cameras will show live content from the driver’
  
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• Alibaba partners NTU Singapore to establish its first AI research institute outside China

  28-02-2018 11:29
  Alibaba Group has joined forces with the Nanyang Technological University in Singapore (NTU) to establish Alibaba's first joint AI research institute outside China.
  The five-year, multi-million dollar collaboration will see 50 researchers from both organisations working together. As part of the partnership, NTU will combine its human-centred AI technology with Alibaba's Natural Language Processing (NLP), computer vision, machine le
  
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• Just Eat calls advertising review

  28-02-2018 10:46 via campaignlive.co.uk
  Karmarama is on alert after food delivery platform Just Eat kicked off a review of its advertising account.
  
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• ITV revenue ticks up despite worsening ad revenue decline

  28-02-2018 10:10 via campaignlive.co.uk
  ITV has reported a 2% revenue increase for 2017 despite a 5% fall in advertising which was worse than the previous year but in line with industry estimates.
  
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• Pringles and Cheez-It to stage basketball showdown

  28-02-2018 10:04 via campaignlive.co.uk
  Kellogg snack brands Pringles and Cheez-It are offering five basketball fans the chance to take part in a celebrity game with coaching from sporting legends Magic Johnson and Shaquille O'Neal.
  
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• L’Oreal elevates Gretchen Saegh-Fleming to chief marketing officer role

  28-02-2018 10:04
  L’Oreal hasn’t had to look far to find itself a new chief marketing officer, following the departure of incumbent Marie Gulin-Merle to Calvin Klein, with news that Gretchen Saegh-Fleming has been chosen to take her place from 1 May.
  Saegh-Fleming currently serves as a senior vice president within L’Oreal’s Luxe division across the pond, where she has made her mark in the direct to consumer business with luxury brands such as Kiehl, Giorgio Armani and Yves Saint Laurent.
  I
  
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• A better connection: why connected payments are 2018’s must-have marketing tool

  28-02-2018 10:03
  Over the past 12 months we have seen a dramatic increase of awareness and interest in ‘connected payments’ – payment systems that can be seamlessly incorporated into everyday items such as clothing and jewellery. It’s a hugely exciting time because, as consumer interest grows, so too does the opportunity for businesses from every sector to surprise and delight customers by embedding quick, easy and secure pa
  
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• Staropramen to host immersive banquet experience

  28-02-2018 09:37 via campaignlive.co.uk
  Staropramen, the Czech beer brand, is staging a one-off dining experience to celebrate its heritage.
  
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• ITV blames ‘uncertain economic environment’ for advertising decline

  28-02-2018 09:33
  ITV has blamed external factors for a slump in its family net advertising revenues (NAR) after publishing figures showing a decline from £1,672m in 2016 to just £1,591m last year.
  This was impacted by an £81m decline in advertising which was only partially offset by improved revenue in other areas such as online.
  Despite blaming the figures on an ‘uncertain economic environment’ the numbers will make difficult reading for newly installed chief executive Carolyn McCa
  
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• How Virgin Atlantic is giving consumers a chance to experience the high life

  28-02-2018 09:20 via campaignlive.co.uk
  Virgin Atlantic has teamed up with luxury hospitality company One Fine Stay to create a New York-themed bedroom at the airline's Clubhouse at Heathrow Airport.
  
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• Pizza Hut Delivery appoints Iris to run UK ad account

  28-02-2018 09:00 via campaignlive.co.uk
  Pizza Hut Delivery has awarded its UK advertising account to Iris, less than a year after the integrated agency lost the Domino's business.
  
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• Brand Film Festival London: finalists revealed

  28-02-2018 08:50 via campaignlive.co.uk
  Campaigns for Now TV, Bacardi, Bodyform/Libresse and a joint video for the Samaritans and Network Rail lead the way in nominations for the second Brand Film Festival London.
  
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• Music legend Mick Fleetwood on what makes a great story

  28-02-2018 08:00
  What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.
  Most people know Mick Fleetwood as the towering rhythmist of the hitmaking band Fleetwood Mac. But even though his instrument doesn't speak with words, it does tell a story in its own right, and to Fleetwood, storytelling is "finding the vehicle that allows yo
  
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• Unsung Heroes - the stylist: Jacqui Erskine, JWT Melbourne

  28-02-2018 04:53
  The Drum is launching a new series call 'Unsung Heroes', in celebration of the people in the industry who slog hard behind the limelight for brands and clients, 
  In this new series, The Drum speaks to these heroes and celebrate the work they do for their clients quietly behind the scenes. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
  If you think of someone who deserves this recognition, please get in touch wit
  
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• ISBA updates media services contract template to better ‘accommodate’ agencies

  28-02-2018 01:01
  The Incorporated Society of British Advertisers (ISBA) has released an updated version of its media services contract template, a document it initially released in 2016 to help members get a better sense of how agencies are spending their media budgets.
  ISBA, which represents more than 3,000 brands in the UK, introduced the contract template in hopes of giving marketers more control over how their money is spent. The framework contract was created in part to push for more transparency at me
  
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