Marketing news

• Kimberly-Clark launches global creative review

  02-03-2018 23:55
  Kimberly-Clark, the parent company of brands including Huggies, Kleenex and Cottonelle, has launched a review of its creative agencies.
  The packaged goods giant has long worked with WPP on creative, partnering with agencies including Ogilvy & Mather, JWT and VML, although it has also tapped independent shops like Chicago-based VSA Partners for work in recent years.
  In a statement, the Texas-based company remained mum as to why it launched the review.
  “Kimberly-Clark is assessing the cu
  
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• WPP's gender problem: proof that the same old isn't working anymore

  02-03-2018 22:26
  This year, by law, all public companies in the UK with more than 250 employees must report their salaries by gender and identify the pay gaps. WPP released their report yesterday and to say it wasn’t pretty is an understatement. It is glaring to see it on paper and hold it out finally as irrefutable evidence of everything we have believed to be true, but could never point to as fact.
  The easy thing to do here is to slam WPP for letting this go on for as long as it has. The sad reality is t
  
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• DowDuPont's agriculture offering plans to spin off, launch as Corteva Agriscience

  02-03-2018 22:21
  DowDuPont’s agricultural division announced that it's spinning off into its own brand, launching as Corteva Agriscience.
  WPP agency Ogilvy worked with client DuPont on the development of the new brand’s visual assets. Corteva, which took its name from the root words of “heart” and “nature," has focused on the “human side of agriculture," and improving the lives of farmers at a time when the industry is at a tipping point and the past few years have seen m
  
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• 'Unapologetically Muslim': study investigates trends amongst Muslim women in US, UK, and Indonesia

  02-03-2018 21:01
  A study done on the rising demographic and influence of millennial Muslim women shows signs of opportunity for a market reportedly poised to be worth $170bn in America alone.
  The study, conducted by Nayantara Dutta, a trends researcher at J. Walter Thompson’s Innovation Group, focused on the increasing influence young adult women are having in the group. The study played as a compare and contrast between the Muslim communities in Indonesia, where the largest population of Muslims in the wo
  
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• Delta takes off on global runways in new Viola Davis-voiced spot

  02-03-2018 20:33
  Delta Air Lines gives travelers a new perspective on taking off and exploring the world in a new brand campaign, ‘Runways.’
  In a 60-second spot by Wieden+Kennedy New York, Oscar-winner Viola Davis reminds viewers that good things come to those who get out there and chase the many great experiences the world has to offer. As she tells us this, we hear a jet engine revving for takeoff and each new scene acts as another runway. From a table of welcoming diners to a pier over a lake or a
  
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• Samsung Galaxy S9 spot encourages makers by featuring prominent women in entertainment

  02-03-2018 18:33
  On this Oscars weekend, Samsung is celebrating the women who are helping to change the face of Hollywood and the entertainment industry by showcasing them in the latest spot for the Galaxy S9.
  History-making Academy Award nominee Rachel Morrison – the first-ever woman nominated for best cinematography – has teamed up with her ‘Mudbound’ director, Oscar nominee (adapted screenplay) Dee Rees to debut the new commercial for Samsung’s new Galaxy S9 and S9+ smartphones.
  
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• Weight Watchers and DJ Khaled to host pop-up food trucks in US

  02-03-2018 17:52 via campaignlive.co.uk
  Weight Watchers is partnering with American music artist DJ Khaled to tour the US with a food truck to encourage people to have healthier habits while on the go.
  
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• Nest launches camera doorbell with prom night spot that shows a teachable moment

  02-03-2018 17:52
  When Google bought smart thermostat company Nest in 2014 for $3.2bn, it most likely imagined that the company would expand its product offerings and be a leader in home technology. A new spot for the Nest video camera doorbell shows that the company is committed to keeping families connected through technology.
  To launch the brand’s newest product ‘Hello,’ a video camera doorbell, Nest will be debuting a 30-second spot titled ‘Prom Night.’ In the spot, we see a high
  
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• Pitch update: MoneySupermarket, Asda, Magnet and more

  02-03-2018 17:19 via campaignlive.co.uk
  MoneySupermarket.com and Magnet have kicked off ad agency reviews, while The Brooklyn Brothers and VCCP have picked up new accounts this week.
  
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• Andrew Peake promoted to VCCP CEO in management restructure

  02-03-2018 17:11 via campaignlive.co.uk
  VCCP has elevated managing director Andrew Peake to run the ad agency and replace Michael Sugden who is taking on a group leadership role.
  
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• Is Marc Pritchard right to say that agencies should strip away anything that doesn't add to creative output?

  02-03-2018 17:00 via campaignlive.co.uk
  Procter & Gamble's chief brand officer will tell the ISBA conference tomorrow that its time to "disrupt this archaic 'Mad Men' model, eliminating the siloes between creatives, clients and consumers, and stripping away anything that doesn't add to creative output."
  
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• Ad of the Day: Tennent's unveils 'snowball practice' billboard as snow engulfs UK

  02-03-2018 16:48
  Undeterred by the havoc the 'Beast from the East' has wreaked on the UK, Tennent's has unveiled what it says is the UK's biggest snowball practice target in the form of a giant billboard.
  Located in the brewer's hometown of Glasgow, which has been covered in a thick blanket of snow following a red alert issued by the Met Office, the poster is a bit of fun for those enjoying a day off work thanks to the chill.
  Appearing next to Glasgow's famous Squinty Bridge on the River Clyde, the 34-
  
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• Viant confirms closure of UK operations amid Meredith Corporation’s Time Inc overhaul

  02-03-2018 16:20
  Meredith Corporation is to close the UK offices of its adtech offering Viant, a confirmation that comes as it divests its UK and US interests, as indicated by the sale of Time UK earlier this week.
  Viant’s marketing chief Jon Schulz confirmed the closure of its UK operations with The Drum in a statement which claimed the decision is in line with Meredith’s strategy of divesting its Time UK operations, with the company stating there will be "less than 20 employees impacted" by the clo
  
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• Coca-Cola, Nokia, P&G: 5 things that mattered this week and why

  02-03-2018 15:13
  Coca-Cola gives Diet Coke a makeover in the UK
  Coca-Cola is launching a Diet Coke rebrand in the UK in a push to get consumers to try its healthier options.
  Aedamar Howlett, marketing director for Coca-Cola GB and Ireland, told Marketing Week: “One of the key things for us is to invest heavily into driving the growth of all our zero sugar and light drinks across our portfolio.”
  The £10m rebrand includes new packaging and an advert designed specifically for the UK. Coke is only
  
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• EU orders Facebook, Google and Twitter to tackle extremist content within an hour of complaint

  02-03-2018 15:10 via campaignlive.co.uk
  The European Commission has given internet companies including Google, Facebook and Twitter two months to demonstrate progress in taking down extremist content, or face official legislation.
  
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• Why everything you’ve heard about (in-app) header bidding is fake news

  02-03-2018 14:36
  In his keynote speech to this year’s 2018 IAB Annual Leadership Meeting, Keith Weed, Unilever chief marketing and communications officer, stated that he will ‘only partner with organizations which are committed to creating better digital infrastructure, such as aligning around one measurement system and improving the consumer experience.’ The Drum reported that Weed pledges to cut ties with ‘platforms that create division’, attributing this decision to a loss of tru
  
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• Spring book reviews: 5 books to fuel fresh ideas

  02-03-2018 14:36 via campaignlive.co.uk
  Thanks to the "Beast from the East" it certainly doesn't feel like Spring but if you're still in the mood for some fresh inspiration look no further.
  
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• YouTube Re:View: Manchester United makes it official, Drake’s plan and royal Spice Girls

  02-03-2018 14:35
  Welcome to our YouTube Re:View. This week we find out who’s on the guest list for the big royal wedding in May. Also get an insight into rapper Drake’s softer side and see Stephen Fry opening up to his fans. 
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  Manchester United makes it official with YouTube
  Rejoice footy fans! Especially if you’re a Man Utd fan. With a global fan following of 659M searching for MUFC content on YouTube (this season alone saw 'unofficial' MUFC content generate 843M views) the foot
  
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• YouTube Re:View: Drake’s plan, royal Spice Girls and Stephen Fry

  02-03-2018 14:35
  Welcome to our YouTube Re:View. This week we find out who’s on the guest list for the big royal wedding in May. Also get an insight into rapper Drake’s softer side and see Stephen Fry opening up to his fans. 
  Loading...
  Manchester United makes it official with YouTube
  Rejoice footy fans! Especially if you’re a Man Utd fan. With a global fan following of 659M searching for MUFC content on YouTube (this season alone saw 'unofficial' MUFC content generate 843M views) the foot
  
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• Ovo Energy presents bold challenge to climate change deniers in first campaign by Uncommon

  02-03-2018 14:06 via campaignlive.co.uk
  Ovo Energy has debuted its biggest-ever ad campaign as a provocative challenge to climate change deniers, in the first work released by start-up agency collective Uncommon.
  
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• Oscars campaigns vary from mimicry to empowered, humorous to artistic

  02-03-2018 14:05
  Nothing touches the Super Bowl in terms of advertising dollars, but the Oscars broadcast certainly comes as close as it can. At up to $2.6m per spot, the Academy Awards commands a high price, and considering the anticipation following the #MeToo and #TimesUp movements in Hollywood, this may turn out to be one of the most watched Oscar nights in a long time.
  While much of the content for the Super Bowl is made specifically for that moment, Oscars advertisers haven’t put forth much original
  
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• Marketing’s Changemakers: Smirnoff rolls out ‘Equalizer’ tool on Spotify to promote women artists

  02-03-2018 14:00
  Welcome to Marketing’s Changemakers, a new series from The Drum that tells the stories of brands trying to change the world in ways both big and small. Here, Smirnoff’s global senior brand manager Neil Shah discusses the latest installment of the brand’s ‘Equalizing Music’ initiative, which aims to promote equality for women musicians around the world.
  Just like the advertising industry – and most industries, for that matter – music has a gende
  
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• Blockchain: the answer to programmatic advertising’s woes?

  02-03-2018 13:49
  Following on from our article on media’s perfect storm, we’ve been asked by a couple of clients what we think about blockchain. Is it the answer to the problems posed by programmatic advertising and the perils of automatic ad placements?
  First of all, for those who don’t know what blockchain is, here’s a go at a very brief explanation. Blockchain was invented a decade ago, as a way of managing cryptocurrencies like Bitcoin. A blockchain is essentially an ever-growing seri
  
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• How GSK and Save the Children are campaigning for essential healthcare for mothers

  02-03-2018 13:24 via campaignlive.co.uk
  GSK, the pharmaceutical company, has partnered with Save the Children to create an exhibition around motherhood to highlight why all women should have access to essential healthcare.
  
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• 'This is not about fat shaming': Cancer Research UK stands by anti-obesity campaign after backlash

  02-03-2018 13:22 via campaignlive.co.uk
  Cancer Research UK says it is standing by its campaign that explicitly links obesity to cancer, after being accused on social media of 'body shaming'.
  
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• What is Snapchat's place in the marketing mix?

  02-03-2018 12:53
  In the 12 months since Snap popped on the NY stock market, the company has invested heavily in its advertising offering, but questions remain as to its real value as a digital media buy and where it fits into the mix.
  There’s no denying it’s been a tough few months for Snap’s flagship app in the run-up to its IPO anniversary. While it posted better than expected results during the December quarter, recent headlines have highlighted its struggle to graduate from being
  
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• Smyle Group increases experiential billings by 45%

  02-03-2018 12:14 via campaignlive.co.uk
  Smyle Group has increased its experiential billings by 45% over the past nine months, compared with the 12 months to June 2017.
  
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• McDonald's Alistair Macrow promoted to run nine high-growth markets

  02-03-2018 12:05 via campaignlive.co.uk
  Alistair Macrow, formerly senior vice-president, chief marketing officer at McDonald's UK, has been promoted to a global marketing role based in London.
  
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• So, how did VR work for the Winter Olympics?

  02-03-2018 11:57 via campaignlive.co.uk
  VR has a role in sports, but perhaps not when it comes to providing coverage of one of the world's biggest sporting events.
  
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• New Statesman implements metred paywall to lessen reliance on advertising

  02-03-2018 11:54
  The New Statesman has become the latest news organisation to erect a paywall after inviting readers to ‘support our journalism’ in the face of a rising tide of fake news, Russian interference and Twitter bots.
  A weekly politics and culture magazine, The New Statesman has been free to browse online, supported by advertising, but in a fast-changing world editor Jason Cowley has decided that the time is right to ring in the changes.
  Cowley wrote: “Great writing isn’t cheap a
  
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• 21st Century Fox appoints Space and Time to handle its SEO

  02-03-2018 11:49
  21st Century Fox has appointed Space and Time Media’s SEO consultants to investigate how people search for illegal streaming and download services, and to give insight into the size of this problem on a global basis.
  The agency will also be advising on how to drive more traffic to legal means of accessing content, using optimisation techniques on existing websites.
  Donal Langan, head of SEO at Space and Time said: “This is a great opportunity to work with a fantastic global
  
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• Vans gets its skates on for global brand campaign

  02-03-2018 11:24
  Vans is marking International Women’s Day by delving deep into the little-known world of Indian female skateboarding for its latest global brand campaign.
  Girls Skate India sees the brand teach women and girls how to skate in the first of 100 planned international clinics designed to bring the sport to new audiences in cities ranging from St. Petersburg and Bangalore to Sao Paulo and Mexico City.
  Each pop-up event will invite newcomers to the sport to give it a whirl, with Vans athletes, i
  
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• Rosemary Water bounces back from ASA ban with glossy double-page ads

  02-03-2018 11:24 via campaignlive.co.uk
  Botanical drink No1 Rosemary Water has reinvented its advertising message, after its previous campaign was banned by the ad watchdog for disallowed health claims.
  
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• Facebook scraps News Feed censorship trial amidst outrage

  02-03-2018 10:51
  Facebook has bowed to outrage by calling an end to a controversial experiment in which it deliberately blocked official news reports to members in six countries.
  The trial, which was running in Sri Lanka, Guatemala, Bolivia, Cambodia, Serbia and Slovakia, was pulled following concerns it actually increased the distribution of fake news and disinformation on the platform. 
  Citizens in these countries saw posts from official news organisations removed from their own news feeds
  
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• How to get behind a cause to get ahead in the year of brand activism

  02-03-2018 10:30
  If you want to get ahead, get with the zeitgeist. This year that means stepping up as experts deem 2018 the year of brand activism.  
  Last year saw a massive rise in socially-charged marketing endeavours from supporting causes to outright political activism, and it’s a trend that’s set to pick up pace.   
  Brands are no longer afraid to take part in polarising conversations they once deemed controversial subjects to be avoided at all costs. Quite the opposite, in f
  
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• Chinese New Year spending frenzy has just got bigger

  02-03-2018 10:30
  The happiest-time-of-the-year among Chinese communities offer lucrative opportunities to those with the know-how and know-who. In the first five days of Chinese New Year (CNY) 2018, Chinese movie box office receipts totaled RMB4.6 billion, a rise of almost 60% from a year earlier.
  On the CNY eve, more than 300,000 Chinese families ordered reunion dinner delivery through Alipay and Koubei, a restaurant review and local services platform under Alipay. On the other hand, Alibaba said the sales of i
  
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• P&G slashes digital ad ‘waste’ by $200m in marketing pivot

  02-03-2018 10:20
  Procter & Gamble, an industry bellwether as the world’s largest advertiser, has called an abrupt halt to its ever-escalating digital ad spend by reducing its spend on the sector by $200m last year.
  Explaining the retreat P&G’s chief brand officer Marc Pritchard said it followed a transparency push through 2017 which identified that a great deal of spending in this area had been wasted, prompting a pivot to other means of targeting consumers.
  The consumer products bu
  
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• Breaking boardrooms: creatives discuss their weird and wonderful pitch stories

  02-03-2018 10:00
  Pitching to clients can be both arduous and exhilarating. The Drum Chip Shop Awards judges share their experiences of projects that they thought might never make it out of the boardroom.
  Will Rust, executive creative director, Ogilvy Denmark: Potatoes on Mars
  The client, an old friend of mine, approached me in late 2013 with a simple PR task, to do something with potatoes that people might talk about and put the organisation on the map. They were practically unknown. My idea was,
  
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• Google launches 'speed scorecard' to help brands advertise on mobile

  02-03-2018 09:33 via campaignlive.co.uk
  On the heels of Mobile World Congress, Google has released two tools to help advertisers and agencies understand the importance of mobile optimisation.
  
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• Thomas Barta: Here’s how to cure five common career diseases

  02-03-2018 08:00
  Have you ever experienced reduced budgets, a loss of career momentum, or a lack of traction in your company? If so, you could be at risk of a serious career disease. Take the time to familiarise yourself with the symptoms and treatments below.
  ADHD (all-digital hyperactivity disorder)
  Symptoms: In the early stages, ADHD often goes unnoticed. As digital is hot, leaders with ADHD feel like part of a trend. The most digitally savvy are admired. Titles like ‘digital native’ or ‘dig
  
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• How Camelot is transforming its data capability to create new value

  02-03-2018 08:00
  Camelot’s first chief data officer Mike O’Donohue might only have been with the company for two years but he is already talking himself out of a job. While he believes many businesses should be hiring chief data officers so that companies can better integrate data into their strategy, there will come a time when data becomes part of the natural way of thinking, meaning a separate role should no longer be needed.
  “In the same way that many businesses had chief digital officers,
  
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• Failure to launch: 3 reasons why digital transformations didn’t work in 2017

  02-03-2018 07:55
  For many industries, the clamour for digital transformation has never been louder than it has been in 2017.
  According to IDC, global spending on digital transformation (DX) was expected to be more than $1.2 trillion in 2017, an increase of 17.8% over 2016. What is more astounding is that this pace of growth will be sustained for the coming years, reaching $2.0 trillion in 2020. To put this number in perspective, global ad-spend is only $534 billion in 2017, with annual growth falling from 4.8% t
  
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• More than a ride-sharing company: how Grab became a market leader in Southeast Asia

  02-03-2018 04:51
  Brands that remember their purpose and use their mission as a guiding light when making tough decisions will ultimately win, says Grab's marketing lead.
  That is the most important lesson that the Southeast Asian ride-sharing unicorn has learnt in its five-year journey and something it wants to share with brands, its group vice president of marketing, Cheryl Goh tells The Drum.
  A report by research consultancy firm Meltwater called ‘The Sharing Economy: Exploring the Fut
  
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