Marketing news

• The best quotes from SXSW that sum up 2018 so far

  13-03-2018 23:36 via campaignlive.com
  Be inspired.
  
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• Female ad execs join forces with Hollywood to launch Time’s Up Advertising coalition

  13-03-2018 22:33
  A group of 180 female advertising industry executives signed a petition to launch Time's Up Advertising, an extension of the Hollywood-born movement to combat sexual misconduct.
  The announcement was made Monday (March 12) and marked the first industry vertical of the movement to be established. In a letter to the public, the statement said that this is part of a broader effort from Time’s Up to establish “a global force for business reform across industry categories.”
  The missi
  
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• Ethics, arrogance and optimism in tech: The Drum and Karmarama panel in Austin

  13-03-2018 22:31
  This year, the bigger rooms at SXSW elicited strong opinions. In one corner, Tesla founder Elon Musk, who made a surprise appearance at the festival has a somewhat sinister view of technology — and compared the threat of artificial intelligence (AI) with nuclear annihilation. On the other end of the spectrum, Tim O’Reilly, founder of O’Reilly Media, broadly speaking, feels that the adoption of technology is something that shouldn’t be feared and can be a vehicle for good.
  
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• Why Deliveroo created an edible billboard of burgers

  13-03-2018 22:13 via campaignlive.co.uk
  The food delivery service installed a billboard made up from 2,000 burgers to "interact with more consumers".
  
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• Giphy CEO reveals prototypes for disposable GIF camera and frame at SXSW

  13-03-2018 22:04
  Giphy’s chief executive Alex Chung revealed prototypes of two pieces of hardware that the company is working on during a talk at SXSW.
  The first is a product called Giphy Camera that Chung described as a “disposable camcorder that can take and make gifs.” While Chung revealed scant details about how exactly it works, he compared it to a disposable camera in the sense that it can be used at parties and social events to capture the emotion of the moment.
  He also revealed a protot
  
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• Royal Challengers Bangalore names Duraguard Cement as principal partner

  13-03-2018 20:13
  Indian Premier League (IPL) team Royal Challengers Bangalore (RCB) announced Duraguard Cement as principal partner and back-of-jersey sponsor.
  The RCB team, led by team India’s skipper, Virat Kohli, includes players like AB de Villiers, Chris Woakes, Brendon McCullum, Mooen Ali, Tim Southee and Parthiv Patel, among others will play its 11th IPL season which starts in April.
  Madhumita Basu, chief of sales, marketing and innovation at Duraguard, said: "We are proud and delight
  
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• The Drum Chip Shop Awards deadline extension: MRM Meteorite, FCB Inferno & Vikki Ross to judge

  13-03-2018 19:36
  New entrants to The Drum Chip Shop Awards are invited to apply for an extension to be in the chance to take home the Grand Prix, a grand, as well as a coveted chip.
  Copywriter Vikki Ross, who'll be judging this year's entries, called the The Chip Shop Awards the most fun competition. She said “It's where we get to express ourselves in a way we wish we could every day. Creativity without limits: no client, no guidelines, no legal, no restrictions - the stuff dreams are made of so it's a rea
  
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• AIGA goes ‘double or nothing’ to spark change in design industry by pushing for women in leadership

  13-03-2018 19:17
  Design association AIGA has launched a new movement it hopes will double the number of women leaders in design. ‘Double or Nothing’ kicks off during Women’s History Month with the launch of a website, building momentum within the design community to achieve the goal.
  The website will continually expand and evolve with resources such as a corporate pledge for gender equity, practical toolkits, career advice and insights, and inspiring stories about female designers who are break
  
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• Travel Oregon ‘slightly’ exaggerates its tourist destinations in spring campaign

  13-03-2018 18:42
  Most travel destinations like to show you pictures of grand vistas or towering mountains. Travel Oregon is taking a different approach by animating and slightly exaggerating its finest features.
  In its spring campaign by Wieden+Kennedy Portland, the Oregon Tourism Commission uses technicolor animation to evoke a magical feeling of being in the state. The ‘Only Slightly Exaggerated’ campaign is a cinematic take on Oregon’s outdoor adventures and natural features, of which there
  
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• Shane Smith steps aside as Vice CEO, TV veteran Nancy Dubuc steps in

  13-03-2018 18:33
  Vice has a new chief executive in Nancy Dubuc, who has replaced founder Shane Smith after much speculation around her interest in the role.
  Smith has moved to the position of executive chairman. He stated: "[Dubuc] is better than me at everything”, adding that he he will focus on the things that he is “good at”, chiefly content and deals.
  Dubuc comes from A+E Networks where she helped the cable network reach 335m households across 200 territories. 
  She 
  
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• 'Godmother of virtual reality' on the new world of immersive journalism

  13-03-2018 18:30 via campaignlive.com
  Storytelling is being reshaped by technology, but it won't reach the mass market until it's less expensive, said Nonny de la Peña.
  
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• How brands can avoid 'screwing up' when taking a political stand

  13-03-2018 18:27 via campaignlive.com
  Be like Patagonia (and Chik-fil-A), not like Pepsi.
  
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• Arla appoints Leo Burnett to Castello global digital account

  13-03-2018 18:17 via campaignlive.co.uk
  Arla Foods has appointed Leo Burnett London as digital agency of record for its speciality cheese brand Castello.
  
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• Uber needs to build empathy into its brand to become a credible public transport player

  13-03-2018 17:10 via campaignlive.co.uk
  There's no doubt Uber has revolutionised the taxi industry, now, it will need to use its strengths as well as transform its brand into something far more meaningful for passengers.
  
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• The Big Issue’s first digital editor on using the web to push print

  13-03-2018 16:46
  The Big Issue may have just appointed its first digital editor but the magazine will remain resolutely print-first according to the man who’s taken the post.
  Ben Sullivan, who was previously UK editor of Vice Media’s science and technology site Motherboard, is walking into an environment that is unique in the UK publishing landscape.
  At a time when decades-old magazines such as NME are closing because they can’t make print pay, The Big Issue’s business model –
  
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• BBC recruits Virgin Media's Kerris Bright to create 'more personal' audience relationships

  13-03-2018 16:37 via campaignlive.co.uk
  Virgin Media chief marketing officer Kerris Bright has joined the BBC in the newly-created role of chief customer officer.
  
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• Agencies back Real Living Wage Pledge to help more people start creative careers

  13-03-2018 16:32 via campaignlive.co.uk
  Thirty-four UK agencies have pledged to pay all employees and interns a real living wage, in a bid to remove financial barriers to entering the creative industry.
  
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• British Gas on attracting the next generation of marketers

  13-03-2018 16:11
  In a world where brands are reacting to the pace of change by focusing on the inherent value of their brands, it will take best in class marketers to stand out says British Gas marketing director, Miriam Jordan Keane.
  “We feel very strongly that in order to be competitive we need to have best-in-class marketers and one of the big drivers to ensure that we keep getting smart marketers is to understand customer behaviour, focus on insight and data-driven comms,” she explains.
  “So
  
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• How Lyft is supporting the Austin music scene with free rides

  13-03-2018 16:05
  Ride-sharing app Lyft is using its sponsorship of SXSW as the official partner of the festival to heighten its support of local music in the city.
  The company has supported the festival, which started as, and continues to be, a major music festival through a number of initiatives for the duration of SXSW. 
  This has included Lyft House, a branded pit stop area for drivers to relax, eat, drink and play computer games when in need of a rest from the slow traffic that is caused by fes
  
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• MoneySuperMarket: We need our brand to be more famous than our ads

  13-03-2018 16:00
  MoneySuperMarketing is rethinking its approach to marketing as it looks to give the discipline more strategic importance and ensure its brand is more famous than its ads.
  The price comparison site is making a raft of changes including hiring its first chief customer officer and putting its ad business up for pitch. The incumbent, Mother, will not be repitching as MoneySuperMarket seeks a fresh direction for the brand.
  Speaking to Marketing Week, Darren Bentley, MoneySuperMarket’s marketing
  
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• Ad of the Day: Powerade breaks ankles in new brand campaign in time for March Madness

  13-03-2018 15:58
  Sports drink Powerade launches a new brand campaign, 'That’s Some Kind of Power' with a basketball-themed spot in time for the NCAA Basketball tournament.
  Entitled 'Ankles,' the 30-second spot will be the first of a series of nationally-televised spots that Powerade said will “bring to life the brand’s new platform.” The campaign stars a bodega owner thinking about what his life could have been if he had Powerade in his life back in his playing days.
  In 'Ankles,'&nbs
  
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• BBC appoints Virgin Media's top marketer Kerris Bright as first chief customer officer

  13-03-2018 15:45
  Virgin Media's chief marketing officer, Kerris Bright, is to exit the brand after three years in the role to join the BBC as its first chief customer officer. 
  Reporting to the broadcaster's deputy director general, Anne Bullford, Bright will be tasked with helping the BBC double down on personalisation and communication with its audiences; including licence fee payers and those signing in to digital services like iPlayer. 
  The BBC’s existing marketing and audience
  
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• Marketoonist on influencer marketing

  13-03-2018 15:22
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on influencer marketing appeared first on Marketing Week.
  
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• Initials, Emos and Egos: the thorny problem of naming your agency

  13-03-2018 15:13
  What’s in a name? After all, we have little say in the matter our own moniker when we enter the world, and yet, for some strange reason, a ‘Burt’ always looks like a ‘Burt’ and you couldn’t ever imagine him being a ‘Sebastian’. And there you have it, shackled to the label imposed on you, not by brand experts or naming gurus, but by your legal guardians.
  As an agency executive’s career grows and personal ambition flourishes, some feel ready fo
  
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• MediaCom tasks Kate Rowlinson with unifying global network 'hub' approach

  13-03-2018 14:55 via campaignlive.co.uk
  MediaCom is looking to ensure greater consistency across its network with the appointment of Kate Rowlinson as managing director of its Worldwide Hubs.
  
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• Lebedev increases stake in Evening Standard after refinancing agreement with DMGT

  13-03-2018 14:37 via campaignlive.co.uk
  Evgeny Lebedev has increased his control of the Evening Standard as part of a refinancing deal that has seen the company issue new shares.
  
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• Is the 'Top Five' email indicative of a culture that is inherently toxic in agencies?

  13-03-2018 13:48 via campaignlive.co.uk
  The fallout from the "Top Five" and "Bottom Five" email from The & Partnership poses difficult questions for the advertising industry.
  
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• Protect your brand reputation using new media safety measures

  13-03-2018 13:45
  Brand safety is a hot topic in digital right now, and with good reason. Thanks to several recent high-profile incidents, there’s been a lot of concern around programmatic buying, in particular. Here’s what two of the industry’s biggest players are doing to reassure brands and, most importantly, what you as an advertiser can do to help protect your reputation.
  YouTube steps up its brand safety measures
  In light of last year’s issues, YouTube is making signif
  
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• RBS CMO David Wheldon says it won't pull ads from Daily Mail in the name of brand safety

  13-03-2018 13:43
  The glare of the industry spotlight on brand safety has shifted from platforms to publishers over the past six months, but RBS’ chief marketing officer David Wheldon has told The Drum he would be reluctant to freeze spend with editorial titles like the Daily Mail in the same way it did with YouTube.
  Brands, he argued, should not be the "judge and jury on what’s appropriate content".
  The bank was one of the first advertisers to pull investment from YouTube after reports of ads be
  
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• Reserved creates Cindy Crawford experience

  13-03-2018 13:10 via campaignlive.co.uk
  Reserved, the high street fashion retailer, is creating a 1980s experience as part of its new campaign featuring Cindy Crawford.
  
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• Google nearly doubled the number of bad ads it took down in a year to 3.2 billion

  13-03-2018 13:00 via campaignlive.co.uk
  In 2017, Google removed 3.2 billion ads that violated its policies, nearly double the 1.7 billion it removed the year before.
  
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• ZPG's uSwitch partners with Britain's Got Talent to lure new customers with discount promises

  13-03-2018 12:49
  ZPG's uSwitch has partnered with ITV, Syco Entertainment and FremantleMedia to sponsor Britain's Got Talent where it will look to build the brand's profile.
  USwitch, sister company also to Zoopla, Money and PrimeLocation, will use the time to enforce that it can help consumers save money on gas, electricity, broadband, TV, phone, banking and other products.
  Attracting the brand to the sponsorship was Britain's Got Talent's mass appeal, an average of 9.5 million viewers p
  
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• Today’s youth will save brands – and humanity – from the bias of AI

  13-03-2018 12:38
  From speedy, AI-gleaned data driving real-time campaigns, to advertising on an AI-dependent platform like Amazon’s Alexa, whether we realise it or not, AI’s place at the marketing table is already set.
  In a 2018 global survey by Forrester, 86% of marketers thought AI would make marketing teams more efficient effective, and 82% believed it would reinvent the way they work.
  Why? Because AI has the potential to do more than re-order our favourite groceries and recommend playlists. It wi
  
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• Taylor Swift accused of imitating Spike Jonze Kenzo perfume ad in 'Delicate' music video

  13-03-2018 12:38
  Pop star Taylor Swift has been accused of "ripping off" a 2016 Spike Jonze-shot Kenzo ad in her latest music video. 
  Viewers have pointed out that the similarities between the clip for Swift's new release 'Delicate' and the Cannes Lions-winning work from the designer brand are "hard to ignore". 
  Swift's video shows the star becoming fatigued with the press and her fame, escaping through the corridors of a glamorous hotel to perform a bizarre dance routine in a striking dress.
  Vide
  
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• Lexus taps CNN for sponsored editorial series exploring Japanese hospitality

  13-03-2018 12:36
  Japanese car brand Lexus is to explore the theme of Omotenashi (Japanese hospitality) in partnership with CNN.
  The sponsored editorial series called ‘Master of Experience’ will look into how Omotenashi can be used to improve the luxury sector around the world.
  It will include six videos and eight multimedia features, as negotiated by CNN International Commercial (CNNIC). These will explore scenes such as a 32-course tasting menu at Sweden’s three Michelin starred restaurant F&a
  
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• Twitter nets US MLS rights in three year deal

  13-03-2018 12:08
  Social network Twitter has buffered its live sports package with the signature of Major League Soccer (MLS) rights over the next three years.
  Live matches, highlights and features will also be available to US Twitter users during the season where the network promises it will double down on “innovative executions”.
  The broadcast started on Saturday 10 of March with Real Salt Lake’s clash with LAFC, a six goal thriller which ended 1-5.
  The fixtures will be broadcast every Sa
  
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• Intriguing ads for mind-jacking Azana Band a Channel 4 stunt plugging Kiss Me First

  13-03-2018 11:45
  Channel 4 has perpetrated another unsettling, future-gazing marketing stunt in aid of its promotional efforts for Kiss Me First, a live-action thriller with computer-generated sequences targeted at gamers.
  The broadcaster’s in-house creative agency, named 4Creative, rolled out an unbranded AzanaBand TV ad online. It debuted a revolutionary sensory, gaming device that gets cumbersomely latched around the user's throat.
  Playing on the same sense of dystopian unease generated by the Huma
  
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• Vice Film School champions emerging documentary filmmakers

  13-03-2018 11:35
  Vice UK has teamed up with Panasonic Lumix to launch Vice Film School, a multimedia platform and talent programme designed to promote emerging documentary filmmakers.
  Filmschool.vice.com is intended to unearth new talent and accelerate their development. The initiative will be built around a dedicated website offering how-to advice on all aspects of the filmmaking process.
  As part of this agenda the platform will offer original editorial and video strands which will lift the lid on some of Vice
  
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• Uswitch signs up to sponsor Britain's Got Talent

  13-03-2018 11:28 via campaignlive.co.uk
  Price comparison site uSwitch will sponsor the forthcoming 12th series of Britain's Got Talent this spring.
  
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• Y&R reboots Think! campaign with humorous riff on Ghost pottery scene

  13-03-2018 11:18 via campaignlive.co.uk
  The Government's flagship anti-drink drive campaign Think! is targeting young men who assume "it won't happen to me" in a humorous debut ad that riffs off the pottery scene from the movie Ghost.
  
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• Snapchat showcases AR experiences in exhibition for Advertising Week Europe

  13-03-2018 11:10 via campaignlive.co.uk
  Snapchat is creating an exhibition showcasing creative augmented reality experiences during this year's Advertising Week Europe.
  
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• Digital transformation is nothing without a strong culture, new report finds

  13-03-2018 11:00
  It’s the leaders at the top who are responsible for driving the cultural change needed to implement digital transformation, according to a new report.
  The report, Digital Transformation: Aligning Internal Structures For the Future, in association with MMT Digital, brought together industry luminaries at a roundtable to discuss how they are preparing their organisations for digital transformation. It found that while keeping up to date with new technologies is essential; organisational stru
  
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• Wayne Deakin joins Huge London as executive creative director

  13-03-2018 10:57 via campaignlive.co.uk
  Wayne Deakin has joined brand experience agency Huge as executive creative director to head its London and European offering.
  
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• Transparency, brand safety and viewability standards haven't improved since 2017 claims report

  13-03-2018 10:50
  Advertiser transparency, brand safety and viewability have failed to show any signs of improvement since January 2017, according to a new report which claims progress has largely stalled.
  Media and advertising consultancy NewBase made its findings clear in its latest Marketing priorities Report which noted that strong words on making procurement less opaque had failed to translate into actions with 60% of industry professionals saying the had observed zero improvement on defining viewabilit
  
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• Max Factor celebrates Oscar-nominated women with cinema experience

  13-03-2018 10:48 via campaignlive.co.uk
  Max Factor, the cosmetics line owned by Coty, is celebrating the women nominated in the Oscars with a cinema experience.
  
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• Grab moves into fintech by launching financial services and insurance products

  13-03-2018 10:23
  Grab has introduced its fintech arm which will bring its group payments, rewards & loyalty, agent network and financial services under an umbrella, as well as offer insurance products to its drivers and customers.
  Announcing the launch of Grab Financial and a partnership with insurance company Chubb on stage at Money 20/20 in Singapore, Grab's co-founder Anthony Tan and head of GrabPay Southeast Asia, Jason Thompson said the move by the ride-sharing company was not to challenge financial ins
  
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• Apple reaches out to publishers with Texture buyout

  13-03-2018 09:34
  Apple is seeking to make a fresh start in its often-strained relationship with publishers after drawing digital magazine distributor Texture under its wing for an undisclosed sum.
  The subscription service, formed by a consortium of publishers in 2009, gives members access to articles from over 200 magazines on both Apple and Android devices for just $10 per month, something Apple insists will continue once it is in charge.
  Ironically the business was established as a means of handing publisher b
  
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• ‘FCK with your logo if you want to make an impact’

  13-03-2018 08:30
  If you’re reading this article, you will surely have seen the recent apology ad from KFC, in which the brand admitted to having FCKed up by running out of chicken.
  Despite its apparent simplicity, this literally humble ad represented a marketing masterclass on several levels, as Mark Ritson pointed out on this very website.
  READ MORE: Mark Ritson – KFC’s marketers turned a chicken crisis into a brand triumph
  It’s also the most recent example of a fine – and arguabl
  
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• How brands are getting young people into marketing

  13-03-2018 08:00
  Big brands in sectors from retail to FMCG, finance to utilities, all use graduate schemes to source the next wave of fresh talent for their businesses. But that’s not the only option.
  Alternatively, some companies opt for internships that turn into fully fledged employment, others for apprenticeship schemes, and some even throw new starters in at the deep end with a full-time, permanent role. So what are the benefits and drawbacks of each approach?
  Both the Future Leaders Programme and co
  
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• Nike highlights its 20 years relationship with FC Barcelona in 'The Barca Way'

  13-03-2018 07:59
  Nike celebrates its 20 years of partnership with FC Barcelona by highlighting the connection Barcelona shares with its fans both locally and globally and its possession-based attacking style, commonly known as ‘The Barça Way’.
  'The Ball Makes us More' is directed by cinematographer Wally Pfister, who won an Oscar for his work on Inception and features Philippe Coutinho, Andrés Iniesta, Lieke Martens, Gerard Piqué, Sergio Busquets, Sergi R
  
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