Marketing news

• How Kate Spade is building an entertainment-driven content strategy

  12-03-2018 22:35
  About five years ago, Kate Spade found itself facing many of the same issues as other fashion brands. With glossy two-page magazine ads continuing to lose their luster, the 25-year-old handbag maker was struggling to shed its more traditional, print-oriented ways and create a digital strategy that worked.
  Speaking at SXSW, Kate Spade’s chief marketing officer Mary Beech explained that at the time, the brand was employing a hollow one-size-fits-all approach to social by posting the same con
  
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• London Mayor demands tech firms take greater responsibility for impact they're having on world

  12-03-2018 22:13 via campaignlive.com
  Sadiq Khan warned of tougher online regulations if companies like Facebook and Twitter can't forge a relationship with governments.
  
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• Hugh Jackman refreshes his Laughing Man Coffee brand that gives back to the coffee farmers

  12-03-2018 22:10
  Actor Hugh Jackman’s Laughing Man Coffee has received a brand a refresh and new marketing campaign, ‘Make Every Cup Count,’ to celebrate its mission to deliver premium coffee and give back to the farmers who produce it.
  In a new national marketing campaign, Laughing Man Coffee unveiled an updated logo, revamped brand packaging, a new recyclable pod format and expanded availability and varieties. In celebration of the campaign launch, for 30 days beginning March 12, every p
  
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• Marvel and Stitcher team up on first podcast collaboration, ‘Wolverine: The Long Night’

  12-03-2018 21:49
  Marvel and podcast network Stitcher released the first two episodes of “Wolverine: The Long Night,” Marvel’s first ever- scripted podcast. The podcast is available on Stitcher’s premium service.
  The series is slated to as a weekly, ten episode series through Stitcher Premium and see a wide release across all podcast platforms in fall 2018.
  In a statement, Marvel called the podcast a "captivating hybrid of mystery and the larger-scale fantasy of the Marvel Universe."
  
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• Hanes kicks up underwear marketing with kangaroo pouch comparison

  12-03-2018 18:42
  A lot of underwear marketing consists of svelte bodies wearing thin garments in fashionable poses. Hanes is taking a different approach that involves a comparison to a kangaroo’s pouch.
  Hanes has launched the spot, ‘Kangaroo,’ to celebrate the introduction of the company’s Comfort Flex Fit Boxer Briefs.
  Inspired by the comfort naturally found in a kangaroo’s pouch and using the tone often found in nature documentaries, the ad highlights the comfort and support of th
  
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• Huge London hires Wayne Deakin as ECD tasked with 'using creativity to connect'

  12-03-2018 17:57
  Huge London has hired Wayne Deakin as executive creative director (ECD) with the hope of driving growth and the client roster in Europe.
  Joining the IPG digital agency, Deakin will work with managing director Mark Manning who said he tapped the ECD veteran due to his "outstanding track record across digital, innovation and communication". In particular, Deakin's ability "to harness creativity to connect" was valued. 
  Deakin previous called an end to a two year
  
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• Why LinkedIn's Jason Miller spends his nights photographing rock stars | Creative Pursuits

  12-03-2018 17:35
  Not content with simply heading up content and social at LinkedIn Sales and Marketing Solutions, Jason Miller spends his evenings photographing the most rock ‘n’ roll of bands and musicians – and editing pictures into the early hours of the morning.
  After an opportunity to photograph Mötley Crüe went awry in 2011, Miller committed to mastering the art of low light, fast moving photography. He soon fell in love with the opportunity to see his favourite bands
  
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• Campaign Tech Awards 2018: iProspect and R/GA dominate shortlist

  12-03-2018 17:34 via campaignlive.co.uk
  The shortlist is out and the two most nominated agencies are R/GA London and iProspect, putting them both in the running for CampaignTech Awards Agency of the Year.
  
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• Time's Up at SXSW details the uphill (and expensive) battle facing victims of sexual harassment

  12-03-2018 17:18 via campaignlive.com
  The ad industry officially joins the movement with the creation of Time's Up Advertising.
  
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• Film distributor EFD puts the7stars in the picture with £10m account win

  12-03-2018 17:03 via campaignlive.co.uk
  Entertainment Film Distributors has moved its estimated £10m media planning and buying account to the7stars from MediaCom.
  
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• Aardman teams up with Bill & Melinda Gates foundation for film demanding action on malaria

  12-03-2018 16:42
  Animation studio Aardman has teamed up with the Bill and Melinda Gates Foundation for the global campaign, ‘Malaria Must Die So Millions Can Live' to raise awareness of the deadly history of malaria and call upon leaders to “unite and fight” the disease that takes the life of a child every two minutes.
  Launching on Commonwealth Day the new animation, voiced by actor Hugh Laurie, takes viewers through the history of the disease from the first recorded case in Anci
  
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• 10 things to consider when writing a request for proposal

  12-03-2018 16:39
  A request for proposal (RFP) gives businesses the opportunity to solicit a number of suppliers for services based on a set brief. It is crucial because agencies rely on the information you provide to build a proposal that meets your objectives. Therefore, a proposal can only be as good as the brief.
  Below we’ve illustrated our top 10 key points you should include in your RFP to streamline your selection process and ensure you choose the right agency.
  1. Project overview
  A project overview
  
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• Digitas drops LBi from its name as it moves closer to Publicis Groupe’s media business

  12-03-2018 16:34
  DigitasLBi will now be known simply as Digitas as part of a rebrand and reorganisation of the digital agency which will see it sit closer to parent company Publicis Groupe's media buying business.
  Along with the name change, which takes effect across the agency’s 28 offices around the world today, Digitas has already been moved out of Publicis’s technology arm, PublicisSapient, and into its Publicis Media division to enhance and “clarify” its proposition to clients.
  The a
  
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• Experian campaign 'plagiarises' YouTube channel Dan & Dan, creator alleges

  12-03-2018 16:29 via campaignlive.co.uk
  YouTuber Dan Haythorn has hit out at Bartle Bogle Hegarty, claiming the agency ripped off his comic personas, Dan & Dan, for an Experian campaign starring Marcus Brigstocke.
  
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• 'Put more disabled people in ads', UM survey told

  12-03-2018 16:04 via campaignlive.co.uk
  More than half of British people want to see more people with physical disabilities in advertising, a study by UM has found.
  
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• Alert Caffeine Gum from Wrigley energizes people in time for daylight saving

  12-03-2018 15:54
  Caffeinated gum is now a thing from the Mars Wrigley Confectionery company. The gum, called Alert Caffeine Gum made its debut just in time to wake people up from their daylight saving-induced sleep.
  Alert is calling attention to its new chew with a ‘That’s a Thing Now’ campaign. The chewing gum contains 40mg of caffeine per piece, or the equivalent of drinking half a cup of regularly brewed coffee. The caffeinated gum is designed to give adults a simple and portable alternative
  
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• Accenture Interactive builds Fjord a space to collaborate with clients in London

  12-03-2018 15:42 via campaignlive.co.uk
  Accenture Interactive has launched a studio in London that comprises Fjord along with space for all key parts of the larger company's business.
  
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• Brands - ditch the 'feminine gifts' for something we all enjoy

  12-03-2018 15:28
  In the wake of International Women’s day, it’s interesting to observe (and somewhat hard to ignore) how brands are addressing the issue of gender-inclusivity, and the subsequent mixed reactions.
  Across many industries, we’ve seen great efforts to inspire change. We’ve heard that Smirnoff, whose ongoing Equalizing Music platform to even up the number of female headline artists at festivals by 2020 just got fuelled with a newly-announced Spotify partnership. We read that Vo
  
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• Transparency will continue to dominate our industry, says Mopub

  12-03-2018 15:00
  “Discussions of transparency and ethical ad tech will continue to dominate our industry,” says MoPub head of programmatic North America, Caitlin McGovern.
  “At the end of the day, we all have a responsibility to provide a clean user experience and help ensure a marketer is reaching an actual human in a viewable environment. A lot of marketers and companies are manually reviewing every single app in the ecosystem and layering on their brand safety requirements,” she said.
  T
  
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• PepsiCo on the launch of its first ecommerce-only brand Drinkfinity

  12-03-2018 14:29
  PepsiCo is bringing its first ecommerce only product, Drinkfinity, to the UK as it looks to widen its appeal among a younger, health-conscious customer and develop more one-to-one relationships with consumers.
  Drinkfinity is a healthy squash-like drink that comes in the form of plastic ‘pods’ that are added to water. They include flavours such as Blackberry Acai Charge, White Peach Chill and Pineapple and Coconut Water.
  Consumers can only buy the pods, along with a reusable bottle de
  
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• UK government appoints panel to review the sustainability of the press

  12-03-2018 14:26
  The UK government has appointed Dame Frances Cairncross as the chair of its review into the future of high quality journalism.
  The board was formed on the basis of UK newspaper circulations halving since 2001. In that time 200 titles have also closed. Cairncross and her panel will review a “rapidly changing media world” where publications “often had to compete with digital media”.
  Secretary of state DCMS, Matt Hancock, who made the appointment, said that while “the
  
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• Will the brand safety officer dethrone the chief media officer as the next big hire?

  12-03-2018 14:04
  Brand safety has been the hot topic on marketers' lips over the last 18 months amid reoccurring mishaps from platforms like Google and Facebook around targeting, viewability and ad misplacement. Not so long ago, brands like Airbnb and Tesco touted the position of the chief media officer as one that could help alleviate some of the industry’s ills, but now it appears that weight of expectation may shift to a newly-coined role, the brand safety officer. 
  The question is,
  
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• Osborne mixes history and emojis for Evening Standard's 'modern' redesign

  12-03-2018 13:01 via campaignlive.co.uk
  George Osborne has dropped London from the Evening Standard's masthead, introduced colour-coded sections, turned the business pages back to pink, and added emojis to the weather.
  
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• Bank of America & Belkin win Valiente Awards for marketing leadership & courage at SXSW

  12-03-2018 13:00
  Senior marketers were in the spotlight at the fifth edition of the Valiente Awards at SXSW. The peer-judged honor was given in five categories with winners from brands such as Belkin, Bank of America, Deluxe, Farmers Insurance Group, #SeeHer and Stanford Children’s Health.
  Previously known as the Cojones Awards, ‘valiente’ loosely translates from Spanish to “bold and courageous, which is the intent of the awards from the beginning,” said John Ellett, chief marketing
  
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• Secret Cinema plans summer event in West London

  12-03-2018 12:35 via campaignlive.co.uk
  Secret Cinema is planning to take over Gunnersbury Park in West London with a summer event.
  
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• Brass makes two senior promotions following agency proposition refocus

  12-03-2018 12:30
  Leeds based creative marketing agency Brass has promoted its former digital account director, Harry May-Bedell, to head of brand communications and James Wheatley, its former head of technical and scoping, to head of user experience (UX).
  The promotions follow the tightening of focus around Brass’ three core disciplines; content, UX and acquisition.
  Since joining Brass in 2008, May-Bedell has gained extensive digital marketing experience, leading projects for brands such as First Dire
  
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• Gen Z vs millennial influencers: why the same marketing to both is destined to fail

  12-03-2018 11:53
  Hauls. Diss-tracks. Flat-lays. Selfies. These have been my world since the start of 2017 when I embarked on a mission to fully understand the world of digital influencers.
  Why? I had decided to build the first objective influencer review, which would juxtapose qualitative journalistic insight with quantitative data analysis. It’s called CORQ, and I won’t tell you how many vlogs I’ve watched to make it happen.
  But there was no getting round it – for me to create a comprehe
  
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• Lanhydrock National Trust ad sparks storm in a cream tea scone

  12-03-2018 11:41
  A seemingly innocuous Mother’s Day advert communicating the simple pleasures of a cream tea scone has caused offence in Cornwall for its depiction of jam ladled on top of cream – a practice normally reserved to neighbouring Devon.
  Lanhydrock National Trust’s perverse condiment ordering immediately drew the wrath of Cornish locals who have patriotically dolloped cream on top of jam for generations in order to distinguish themselves from rival counties.
  Colin Leggo, from Twitter
  
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• Uber’s chief brand officer vows to be more transparent about inner workings

  12-03-2018 11:36
  Uber’s chief brand officer has vowed that the company will be more transparent about the products it’s working on as well as what it’s doing to improve its culture as it continues to try and repair the damage done over the past year.
  “We want transparency in leadership and the way products are made. That's one of the solutions of one of the big problems in Uber right now,” said Bozoma Saint John at the SXSW festival today (12 March).
  Saint John joined Uber last June
  
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• DigitasLBi rebrands globally to Digitas in a bid to form a more unified network

  12-03-2018 11:20 via campaignlive.co.uk
  DigitasLBi has rebranded itself to just Digitas following its alignment by Publicis Groupe to its media division and the appointment of new global brand president Michael Kahn.
  
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• Charity Maternity Action uses 54,000 flowers to highlight discrimination

  12-03-2018 11:02 via campaignlive.co.uk
  Maternity Action, the charity that fights against maternity discrimination, created its biggest ever campaign with an exhibition involving 54,000 white carnations.
  
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• E.ON envisages a world of limitless energy in ‘heat from thin air’ push

  12-03-2018 10:59
  Energy provider E.ON has published an optimistic look at the future by digitally re-imagining city streets as sustainably-heated swimming pools, in order to illustrate the potential of air source heat pumps, solar power and battery storage.
  Collectively referred to as ‘heat from thin air’ solutions these alternative energy sources are both clean and limitless, with imagination left as the sole limiting factor.
  As such The Big Dip shows the possible city-wide impact of such technologi
  
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• 10 questions with... James Whatley, planning partner at Ogilvy UK

  12-03-2018 10:50
  The Drum speaks to people across the global media and marketing sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions With... features James Whatley, planning partner at Ogilvy UK.
  What was your first ever job? 
  I was a labourer on a building site in Gibraltar. £1 an hour for concreting in the Mediterranean sun. After that, I came home and got a paper round. 10
  
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• The Silver Spoon Company appoints Ridgeway to launch a sweet new website

  12-03-2018 10:45
  The Silver Spoon Company has been working with independent digital agency Ridgeway to redesign and develop its Silver Spoon Sugar website, which launched in February 2018.
  The new brand website is a place for users to explore the variety of sweetening products, how they can be used, and discover more about the Silver Spoon brand. 
  Being a key sugar and sweetener supplier in the UK, Ridgeway's brief involved achieving a visual website which captures the essence of its brand and showcases the
  
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• DMS: News UK finds up to £1m of fraudulent inventory on a single programmatic exchange

  12-03-2018 10:41 via campaignlive.co.uk
  A test carried out by News UK uncovered huge levels of fraudulent advertising inventory being sold on programmatic exchanges.
  
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• Uber creates double decker bus dining experience at SXSW

  12-03-2018 10:39 via campaignlive.co.uk
  Uber, the taxi and food delivery app, has created a dining experience at the top of a double decker bus at South by Southwest in Austin, Texas, to promote its Visa card.
  
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• Reuters builds AI tool capable of writing sentences and pitching stories

  12-03-2018 10:29
  Reuters is advancing its embrace of artificial intelligence a stage further with the development of a new tool capable of writing sentences and suggesting story ideas as well as data analysis.
  Lynx Insight has been conceived to better differentiate between tasks suited to automation and those which remain the preserve of humans, who will be able to dedicate more time to high value tasks such as interviewing, assessing importance and understanding context.
  Already a pioneer in the field, Reu
  
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• Creative Works EMEA featuring Mother, Publicis Lisbon, Santo and more

  12-03-2018 10:00
  Welcome to The Drum Creative Works.
  As always, this section is dedicated to showing the best creative work of the past week. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.
  For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.
  For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
  BBC Creative: BBC Three 'Pe
  
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• TfL derails ‘provocative’ campaign to lure British business to France post-Brexit

  12-03-2018 09:55
  A patriotic Transport for London has acted in the national interest after derailing a ‘provocative’ campaign devised by the Normandy Development Agency, designed to lure British businesses concerned about Brexit across the channel to France.
  The cheeky piece urged British entrepreneurs to ‘vote with their feet’ by turning tail to the Normandy region in order to guarantee continued unfettered access to European markets, hammering home its message with a fake newspaper fron
  
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• Uncommon wins WWF account following 'brave' pitch

  12-03-2018 09:31
  Uncommon Creative Studio has added the World Wide Fund for Nature (WWF) to its client roster following its first competitive pitch.
  The addition extends a winning streak that began with its earlier appointment by OVO Energy. It beat fellow London agencies Creature and Joint to the punch.
  Tanya Steele, chief executive of WWF-UK, said: “WWF has an urgent and truly global mission for a planet where people and nature can thrive in harmony.  Uncommon’s response to our brief was
  
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• The & Partnership faces heat after 'Top Five' email ranking female employees exposed

  12-03-2018 09:29 via campaignlive.co.uk
  The & Partnership London has apologised after an email sent to the whole of its London agency listed the 'Top Five' and 'Bottom Five' female employees by their looks.
  
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• Borussia Dortmund kick on Southeast Asia expansion with new Bangkok Airways partnership

  12-03-2018 09:26
  Borussia Dortmund is expanding its footprints in Asia Pacific through a new partnership with Bangkok Airways.
  The partnership will see the eight-time Bundesliga champions hold advertising and promotional campaigns with the Thai airline around Southeast Asia, and in China and Hong Kong.
  Bangkok Airways will be also the German club’s airline partner in the region and help promote the club's presence with past and current players appearances. It will also be allowed to use BVB’s club an
  
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• Unilever, Disney, junk food ads: Everything that matters this morning

  12-03-2018 08:40
  ASA tackles ‘blurred line’ between advertising and editorial
  The Advertising Standards Authority has called for evidence on recognition and labelling of online ads in a bid to ensure consumers are able to recognise them.
  The move comes amid the rise of social media influencers, which is confusing consumers’ perceptions of advertising.
  The ASA has since launched a new project aimed to explore how online ads are recognised and how they’re labelled while one of its rules ind
  
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• Legoland, Snapchat, Diageo: Everything that matters this morning

  12-03-2018 08:40
  Legoland in global ad campaign
  Legoland is today launching an advertising campaign by agency BMB across several countries, aiming to promote the theme parks as more than just hotels and attractions and positioning the brand as the place for children to “unlock their imagination”. The TV ad, running in the UK, US, Europe, United Arab Emirates, Japan and Malaysia, features a park warden who oversleeps and has to get the attraction’s Lego characters ready for it to open.
  It marks
  
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• Farfetch, TfL, Manchester City: Everything that matters this morning

  12-03-2018 08:40
  Farfetch readies for ‘£4bn’ IPO
  Luxury UK-based fashion website Farfetch is readying itself for a £4bn initial public offering (IPO) that would see its valuation exceed that placed on the entire Marks & Spencer business.
  According to the Financial Times, Farfetch has engaged bankers from JPMorgan and Goldman Sachs to work on a US listing, which would put the business in the same bracket as high profile fashion players such as Burberry (with a £7bn stock market v
  
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• ASA, Unilever, Disney: Everything that matters this morning

  12-03-2018 08:40
  ASA tackles ‘blurred line’ between advertising and editorial
  The Advertising Standards Authority has called for evidence on recognition and labelling of online ads in a bid to ensure consumers are able to recognise them.
  The move comes amid the rise of social media influencers, which is confusing consumers’ perceptions of advertising.
  The ASA has since launched a new project aimed to explore how online ads are recognised and how they’re labelled while one of its rules ind
  
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• Apple, Evening Standard, Café Rouge: Everything that matters this morning

  12-03-2018 08:40
  People with disabilities want brands to ‘be braver’ representing them in ads
  Almost two-thirds (63%) of people with physical disabilities think showing more disabled people in ads will help remove the stigma of such conditions, while 54% want brands to be braver in showing ‘people like me’ in their ads, according to a new study by media agency UM.
  More than half (52%) of the 2,000 UK Brits surveyed believe people with physical disabilities are negatively stereotyped, whi
  
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• Adidas, Google, BBC: Everything that matters this morning

  12-03-2018 08:40
  Google doubles number of bad ads removed from its platform to 3.2 billion
  Google removed more than 3.2 billion so-called “bad ads” from its platform in 2017, almost twice as many as it removed in the previous year as it looks to make viewers’ experience of the site as “safe and positive” as possible.
  It has been able to significantly increase the removal rate because of new technology that spots bad ads and sites faster. That has allowed it to remove 320,000 bad pub
  
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• I got my hammer and smashed the glass ceiling: One female CEO on her rise to the top

  12-03-2018 08:30
  It seems appropriate to be meeting Jennifer Atkinson, CEO of luxury travel group Inspiring Travel Company (ITC), on one of the wettest days of the year. She quickly points out, though, that days like this are what keeps her business thriving. “No matter what, when it’s a cold, grey, wet morning people will always say, ‘you know what I need? A bloody holiday’.”
  However, to run a successful company in a crowded market it takes more than bad weather. It actually takes
  
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• Glico uses 72 actresses to encourage people to make full use of the increased global life expectancy

  12-03-2018 07:24
  In a new campaign that plays on the global average life expectancy, Glico has released an advertisement in Japan that uses 72 different actresses to portray a woman at various stages of her life.
  The Japanese confectioner, who is the maker of Pocky, wants to show through the ad that more than one hundred years ago, the global average life expectancy was only 31 years and fast forward to today, it has increased to 71.8 years.
  The ad titled ‘71.8-Second Life’, begins with a birth
  
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