Marketing news

• Sir Martin Sorrell downplays P&G agency shakedown headlines but says model must change

  07-03-2018 23:00
  WPP chief exec Sir Martin Sorrell has reiterated his view that agencies must adapt their business models to function in a digital landscape, but played down the weight of headlines citing that longtime client Procter and Gamble (P&G) intended to claw back power from its ad agencies.
  Referencing comments made by P&G’s top marketer Marc Pritchard earlier this week in which the chief marketing officer declared “2018 as the year we take back control and transform the industry thr
  
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• Marketing’s Changemakers: Brawny honors ‘sheroes’ for Women’s History Month

  07-03-2018 21:00
  Welcome to Marketing’s Changemakers, a series from The Drum that tells the stories of brands trying to change the world in ways both big and small. Here, Brawny’s brand building leader Nicole Cook discusses the latest installment of the brand’s '#StrengthHasNoGender' campaign.
  Last year, the Brawny Man’s 43-year tenure as the face of the paper towel brand came to a halt when he was replaced with a woman on packaging for the whole of Women’s History Month. The move w
  
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• LA Tourism recruits rapper Nocando to lead people through the city's hip-hop culture by neighborhood

  07-03-2018 21:00
  The Los Angeles Tourism and Convention Board is introducing a new extension of its ‘Everyone is Welcome’ campaign focused on LA’s hustle and flow – an online series that explores the city’s unique hip-hop scene.
  The board partnered with local, creative studio Mirada to execute the eight-part series, ‘Nocando’s Hip Hop Guide to LA’ featuring rapper Nocando, aka James McCall. Nocando acts as a guide, giving visitors and Los Angeles loc
  
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• Associated Press will identify and debunk fake US midterm election news stories on Facebook

  07-03-2018 20:31
  The Associated Press (AP) announced that it will expand its collaboration with Facebook to “identify and debunk” false and misleading stories related to the US midterm election that are circulating on the platform.
  The collaboration began in 2016, when the publication and the social network worked together to reduce circulation of “fake news” stories, after some 126 million users had. This expansion will leverage the presence of AP reporters in 50 states in orde
  
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• US Creative Work of the Week: Booking.com employees film their adventures

  07-03-2018 19:51
  The employees of Booking.com recently took the company's marketing into their own hands, quite literally. Armed with video cameras, the employees filmed their travels, their adventures and their stories of using their employer's service.
  'Book Your Next Story' features films shot by 15,000 Booking.com employees and gives a glimpse into their passion for travel.
  Created by Amsterdam-based creative studio Cloudfactory, the campaign shows people that when they travel, they are free to live the live
  
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• Unilever trials in-store facial recognition technology

  07-03-2018 17:43
  Unilever is trialling in-store facial recognition technology that measures shoppers’ engagement with on-shelf displays, in an attempt to gather more detailed analytics about the physical retail environment. The trials, which have so far taken place in the US and Brazil, were revealed earlier today (7 March) at Marketing Week’s Insight Show.
  In partnership with Mesh Experience and Emotion Research Lab, Unilever placed discreet cameras on shelves to analyse shoppers’ facial expr
  
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• Continental Tire taps Dan Patrick for college basketball championship spots

  07-03-2018 17:37
  The ‘March Madness’ of the NCAA college basketball championship gets even the most passive fan interested in the sport, and Continental Tire is again partnering with sportscaster Dan Patrick for a couple of spots that celebrate the sport.
  Chicago-based agency Revolution and Continental Tire teamed with Patrick for two 30-second commercial spots, continuing the partnership that began in 2017.
  The two commercial spots, titled ‘Ladder’ and ‘Big Man on Campus’ wer
  
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• Diageo: Programmatic enables us to do ‘really great marketing’

  07-03-2018 17:36
  The digital ecosystem, with all its fraud, viewability and brand safety issues, is increasingly seen as a murky and challenging place for brands to be. And with Procter & Gamble saying this week it is planning to slash “wasted” digital media spend by half, many other marketers will no doubt be wondering whether they should be pulling the purse strings and following suit.
  Diageo, however, is not one of them. Its head of global digital media partnerships, Jerry Daykin, says he is c
  
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• WaterWipes hands integrated account to The Brooklyn Brothers

  07-03-2018 17:16
  WaterWipes has selected The Brooklyn Brothers to lead its integrated account after a seven-way pitch.
  The brand, which boasts the ‘world’s purest baby wipes’ has selected the agency to lead three briefs brand, PR and media with the help of sister agency Golin. It will lead creative and strategic developments at the brand in addition to handling advertising, digital, social, content, website and CRM across 10 markets.
  Xavier Renaux, chief commercial officer of WaterWipes, said:
  
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• Unilever claims 30% saving from handling content production in-house

  07-03-2018 17:02 via campaignlive.co.uk
  Unilever has said its growing in-house creative agency, U-Studios, is now "faster and around 30% cheaper than external agencies", giving it savings it plans to reinvest in marketing.
  
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• O2 follows up 'Oops' smashed billboards with slapdash, taped-up 'Stuck' posters

  07-03-2018 16:50
  Following on from its smashed-up 'Oops' posters, O2 has again turned out of home creative on its head with posters that look as though they’ve been shoddily taped to Clear Channel’s inventory.
  The word ‘Stuck’ appears to have been written in masking tape on the posters, which in turn appear hastily tacked to the billboards’ chipboard bases.
  Show me entity :: 18695
  A miniature one-sheet poster has also been created for comical placement between two 48-sheet sites.
  De
  
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• Women athletes describe working hard as their version of creativity in Adidas' latest film

  07-03-2018 16:28
  Adidas, in its latest segment of the 'Here to Create' campaign, showcases women athletes describing their version of creativity ahead of International Women's Day (8 March).
  The 'See Creativity' spot features women athletes from different sports (ice hockey, rugby, basketball, tennis, running, and martial arts) aggressively playing and training hard and telling everyone "See my creativity" in different languages.
  The ad has been conceptualised by 72andSunny and the soundtrack is given
  
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• Celebrating creativity with heart: PRWeek, Campaign and Third Sector launch Campaigns for Good Awards

  07-03-2018 16:28 via campaignlive.co.uk
  A major new awards scheme that recognises the best campaigns with good causes at their heart has been launched by PRWeek, Campaign and Third Sector.
  
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• Publicis Media's Sue Frogley to chair Media 360

  07-03-2018 16:25 via campaignlive.co.uk
  Sue Frogley, the UK chief executive of Publicis Media, is to chair this year's Media 360.
  
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• Ridgeway becomes Kentico and Ucommerce's first UK partner to deploy integrated enterprise solution

  07-03-2018 16:14
  Independent digital agency Ridgeway has become the first organisation in the UK to deploy the integrated Kentico and Ucommerce enterprise solution which resulted from the partnership between the two software companies announced in July 2017.
  This integration will form part of a wider strategy for Ridgeway to widen its offering  to clients and allow it to create a powerful enterprise-level commerce solution with all the benefits of the Kentico CMS, e-commer
  
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• Creative Equals feminises brand logos for equality push

  07-03-2018 16:11 via campaignlive.co.uk
  Creative Equals, the non-profit organisation that champions diversity in the creative industries, has launched a campaign for International Women's Day that reimagines brand logos through the lens of gender equality.
  
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• Cindy Gallop turns fire on WPP over gender equality

  07-03-2018 15:48 via campaignlive.co.uk
  Cindy Gallop, the champion of gender equality in the ad industry, has criticised WPP as part of a speech on the way the industry treats women.
  
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• Ariel launches biggest marketing push for a decade as it looks to get laundry market back in growth

  07-03-2018 15:31
  Ariel is launching its biggest marketing push for a decade as it looks to convert more shoppers from liquid washing detergent to more premium liquitabs and drive growth back into the category.
  The £10.5m campaign, which launches today (7 March), features a TV ad that aims to “shake up” the laundry market by showcasing the “ease and simplicity” of washing with liquitabs. The campaign, created by Publicis, shows a range of different people and their varying washing ne
  
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• Coca-Cola diversification efforts lead to Japanese alcopops

  07-03-2018 15:28
  The Coca-Cola Company is set to release its first ever alcohol drink in its 125-year history as its diversification efforts continue.
  While it owns brands across soda, water, tea, nutrition and energy categories a natural but unentered sector was the alcohol sector, despite Coca-Cola serving as a steadfast preferred mixer for spirits.
  In Japan, the company will release alcopops or Chu-Hi, a drink with between 3% to 8% alcohol content. It is a popular drink traditionally marketed towards women as
  
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• Relive the epic ads Mother created for Moneysupermarket

  07-03-2018 14:53 via campaignlive.co.uk
  They were so Moneysupermarket ... Campaign looks back at some of the key ads Mother stocked its client's shelves with over a seven-year stretch, from Geoff to He-Man via Dave and Sharon.
  
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• US Creative Works: featuring FF New York, Wieden+Kennedy, Team One and more

  07-03-2018 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 will b
  
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• Ebay appoints McCann's Craft to EMEA agency roster

  07-03-2018 14:07 via campaignlive.co.uk
  Ebay has hired Craft, the production arm of McCann Worldgroup, to deliver production and execution capabilities for the brand's key European markets.
  
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• Little Miss Inventor joins Mr Men line-up as brand looks to communicate ‘what young girls can be’

  07-03-2018 14:06
  The Mr Men and Little Miss series is getting a new addition as its owner, Sanrio, introduces Little Miss Inventor to coincide with International Woman’s Day.
  The new character is the 36th Little Miss to join the iconic children’s franchise and the new book, which launches tomorrow (8 March), is aimed at encouraging young girls to pursue science. Simon Gresswell, Sanrio’s chief operating officer, says the latest addition to the series is part of attempts to give the series a mor
  
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• Sixth Innovation Stories line-up will explore work from brands such as Virgin, Santander & Sky

  07-03-2018 14:01
  As the marketing industry continues to grapple with how best to incorporate technology, Innovation Social plans to help the industry by voicing a number of first-hand success stories from some of Britain's biggest brands, curated by Utopia's Nadya Powell, Lizzie Shupak, co-founder of Curve, VCCP’s Will Harvey and Karmarama's Lawrence Weber.
  Speaking at this year's Innovation Stories event in April will be Lee McGuffie, digital and content strategy director at Virgin; Adam Ho
  
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• NME culls print mag, blames production costs and 'tough' print advertising market

  07-03-2018 13:44
  Friday’s (9 March) edition of the NME will be its last in print, its parent company Time Inc has announced, citing increasing production costs and a the “tough” print advertising market as reasons for ending its 66-year run on paper.
  The publication, which switched from a newsstand mag to a free sheet in 2015, will focus investment on expanding its digital audience.
  It will no longer produce a weekly physical edition, with Friday’s mag marking its last in a print run of 6
  
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• Little Miss Inventor to launch with interactive event for children

  07-03-2018 13:35 via campaignlive.co.uk
  Mr Men Little Miss, the children's book brand, is launching new character Little Miss Inventor with an event for kids on 24 March.
  
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• BBC Three set for £10m cash injection for content that ‘celebrates young people’

  07-03-2018 13:17
  The BBC has put its weight behind BBC Three with a £10m cash injection set to fund new shows on the online-only channel.
  The channel went online two years ago where it could have easily faded from sight, the BBC insisted at the time that the cost-saving measure also helped place the channel where it primary audience were viewing TV, online. Additionally, it relaunched with a new identity in 2017. 
  The new editorial pillar is an exciting moment for the broadcaster and the producti
  
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• NME calls time on weekly print magazine after 66 years

  07-03-2018 13:16 via campaignlive.co.uk
  NME, the free music title owned by Time Inc, is closing its print production because of "increasing production costs and a very tough print advertising market".
  
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• Kellogg's marks National Cereal Day with cereal-inspired liquid nitrogen and cocktails

  07-03-2018 13:05 via campaignlive.co.uk
  Kellogg's created liquid nitrogen Froot Loops cheesecake bites, Cocoa Krispies cocktails and Special K falafel sliders to mark National Cereal Day in the US.
  
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• Campaign picks women who inspire us in the creative industries #IWD2018

  07-03-2018 12:48 via campaignlive.co.uk
  For International Women's Day Campaign's staff name women who have personally inspired us in the advertising and marketing industries.
  
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• Young Creative Council creates database to hero female talent

  07-03-2018 12:38 via campaignlive.co.uk
  The Young Creative Council is launching a database of female creative talent to celebrate International Women's Day.
  
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• How Sir Bradley Wiggins' reputation could be stabilised

  07-03-2018 12:37
  Irrepressible British athlete Bradley Wiggins is embroiled in not one, but two potentially career-ending controversies, in doping and tax avoidance - two of the most frowned upon activities a sportsman and public figure can be accused of. What’s more, from a PR point of view, they are being handled badly.
  In 2012 Bradley Wiggins won a hotly contested sports personality of the year title, beating Jessica Ennis and Andy Murray. One year later he was knelt in front of the Queen and becam
  
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• People on the move featuring Vice Media, Havas UK, Wall Street Journal and more

  07-03-2018 12:30
  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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  Havas UK
  Havas has boosted the senior teams of its creative agency Havas London and entertainment agency, Cake with the appointments of Patrick Cahill, Shirin Majid and Sally Barr.
  Cahill, who joins from adam&eveDDB, takes on the role of joint head of integrated production at Hava
  
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• Anti-Brexit billboard campaign compares leaving EU to a disappointing burger

  07-03-2018 12:26 via campaignlive.co.uk
  East London creative agency Superimpose Studio has funded and created a digital outdoor campaign to galvanise opponents of Brexit to take action to stop it.
  
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• Premature baby charity polar trek launch highlights efforts needed to save babies

  07-03-2018 12:20 via campaignlive.co.uk
  The Borne Charity, which supports research to prevent premature birth, has launched its Arctic Challenge with an event that shows the amount of kit needed to keep a small baby alive.
  
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• Working Not Working acquires The Backscratchers as it looks to expand UK presence

  07-03-2018 12:15
  Freelance creative network Working Not Working has acquired London-based 'fixers' business The Backscratchers as part of a move to further its expansion into the UK market. 
  The deal will see The Backscratchers, which connects brands and marketers with a network of freelances and creatives on a project-by-project basis, absorbed into the Working Not Working team.
  Working Not Working counts Apple, Google, Airbnb and Facebook among its clients. The business was founded by ex-FCB cre
  
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• Coca-Cola aims to tackle the ‘post-lunch slump’ in global campaign co-created across continents

  07-03-2018 12:15
  Coca-Cola is launching a major campaign across key global markets, aimed at getting young people to drink the fizzy drink to avoid post-lunch fatigue.
  The campaign focuses on the concept of ‘fizz up your afternoon’ – an insight that there's a moment of lethargy after eating lunch – which was developed more than two years ago in Southeast Asia. This year it’s been widened out to more global markets and uses the idea of meme culture and social sharing to bring it up t
  
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• TIPi Group launches to form an independent specialist network

  07-03-2018 12:14
  Independent agencies Roast and Kitty have joined forces to launch TIPi Group. 
  Targeting clients who wish to have all digital activity handled by one partner, TIPi Group is a collection of specialist teams that work together to form an independent network. Digital agency Roast, established in 2015 by Ollie Bishop, has particular expertise in performance marketing, while creative agency Kitty, launched in August last year, focuses on digital creative and the business
  
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• Pick of the week: Uncommon's debut for Ovo Energy is a powerful rallying cry

  07-03-2018 12:03 via campaignlive.co.uk
  Jeremy Lee picks Uncommon's debut work for Ovo Energy.
  
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• Turkey of the week: BrewDog's 'Beer for girls' campaign misses the point

  07-03-2018 11:49 via campaignlive.co.uk
  When you have to add a #sarcasm hashtag to your marketing campaign it is safe to assume that you have missed the mark.
  
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• Why McVitie's chose animation over live action in new ad

  07-03-2018 11:33 via campaignlive.co.uk
  Grey London, the agency behind the campaign, say it opted for a fully animated ad because it allowed them to "do those sometimes magical things" and maintain complete control throughout the process.
  
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• Flattr to reveal secret to unprohibited creativity in Austin

  07-03-2018 11:30
  The relationship between creators and their fans can become more meaningful and enriched – if they give back to each other. At least this is what Sweden-based microdonation provider, Flattr is hoping to achieve at an exclusive party in Austin this year.
  Flattr believes that the current financial mechanisms of the internet are unfair and wants to instil the belief that every single individual has the power to contribute with a small contribution to produce a fairer and more sustainable inte
  
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• The7Stars wins Associated British Foods media account

  07-03-2018 11:17
  Media agency The7Stars has added Associated British Foods to its roster after winning the UK media planning and buying account for its grocery division from incumbent Wavemaker.
  The account win sees the agency pick up a range of businesses at a single stroke and brings a range of well-known brands into its fold including Kingsmill, Silver Spoon and Ryvita.
  Jenny Biggam of the7stars commented: “We are very pleased to have been appointed as the UK media agency for such a great portfolio of b
  
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• VCCP named lead agency for Harveys and Bensons for Beds

  07-03-2018 11:07 via campaignlive.co.uk
  VCCP has been appointed as integrated creative agency for furniture brands Harveys and Bensons for Beds, following a competitive pitch.
  
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• Ben & Jerry's creates colourful ball pit for 40th birthday

  07-03-2018 11:00 via campaignlive.co.uk
  Ben & Jerry's, the Unilever-owned ice cream brand, is celebrating its 40th birthday with a birthday cake-inspired ball pit party.
  
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• Moneysupermarket.com dumps Mother and puts ad business up for review

  07-03-2018 10:45 via campaignlive.co.uk
  Moneysupermarket.com has split with Mother after seven years and is seeking a new creative agency.
  
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• Starcom Global Clients names Coty's Amy Kean as head of strategic innovation

  07-03-2018 10:41
  Amy Kean has departed her role as vice president of strategy and planning for Beamly, Coty’s in-house digital agency, to become head of strategic innovation  at Starcom Global Clients.
  In a role which will see her report directly to Jodie Stranger, UK group chief executive and president of global network clients, Kean will take responsibility for the strategic direction of Starcom’s innovation programmes for clients around the world, as well as working w
  
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• Oath CMO hints at more changes ahead: ‘This is the internet, nobody is ever done’

  07-03-2018 10:30
  Allie Kline, chief marketing officer of Oath, has hinted that could be more acquisitions and partnerships to come as it approaches towards its first year in operation.
  The Verizon-owned media giant owns titles including but not limited to HuffPost, Engadget, TechCrunch, Yahoo Finance and Yahoo Sports after a $4.8bn merger between AOL and Yahoo was announced in 2016, resulting in the formation of Oath in June 2017.
  At the time, Kline promised to build a P&G of media and technology, and a
  
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• Marketers undervalue the impact of traditional media channels

  07-03-2018 10:30
  Marketers are overestimating the effectiveness and value of digital media channels such as online video and social media compared to more traditional formats such as TV, according to a new study.
  Calling for a re-evaluation of where marketers spend their budgets, new research from Radiocentre and Ebiquity highlights a disconnect between the scale of investment pumped into online media and the value it delivers. It also reveals key industry decision-makers are significantly undervaluing tradition
  
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• Mark Ritson: Marketers are clueless about media effectiveness – here’s the proof

  07-03-2018 10:30
  Being sent new research or industry reports is a common experience for columnists. I’ve been writing for Marketing Week for a long time and rarely does a fortnight pass without an approach from an entirely delightful PR person or corporate marketer wanting to share the results of the latest wah-wah about blah-blah arriving at my door.
  I always have a little sniff: who knows what has been uncovered and even if the sample is too small or the method highly incredulous, it always gives you an
  
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