Marketing news

• Adobe declares its data scientists have found the solution to tackle ad fraud

  28-03-2018 22:27
  Adobe has unveiled a host of technologies that it is currently working on in its research and developments labs, including tech that can distinguish real humans from bots in an ad fraud context.
  The beta projects include ‘Perfect Path’, which helps brands customise their customers’ journey using Adobe's artificial intelligence platform Sensei, ‘Video Ad AI’ to improve advertisers’ video ad performance through predictive performance modeling and recommenda
  
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• Facebook makes data privacy tools easier to find as Cambridge Analytica tremors rumble on

  28-03-2018 19:33
  As tremors from Facebook's Cambridge Analytica scandal continue to reverberate, the social network has made it clearer for users to access and control their data privacy settings. 
  Facebook has made changes across three key areas by: simplifying its settings menu; adding a new privacy shortcuts dashboard and updating users' data download and editing privileges. 
  The company claims that the update has been "in the works" for some time, but that recent events have underscored their impor
  
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• Experiential design firm NA Collective adds Refinery29 design lead Jennifer Whitney to the fold

  28-03-2018 18:47
  NA Collective, an independent design-production hybrid agency, has hired Jennifer Whitney as creative director.
  Whitney arrived from Refinery29, where she collaborated on the entertainment company’s popular 29Rooms experience. Whitney joined as the first in-house senior experiential designer and quickly climbed the ranks to become the design lead, working on three 29Rooms experiences, including the most recent iterations in New York and Los Angeles.
  Prior to Refinery29, she worked as a des
  
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• Dentsu Aegis Network reveals 14.1% gender pay gap, lower than 18.4% national average

  28-03-2018 18:21
  The median pay gap at Dentsu Aegis Network is just over 14% in favour of men, according to its Gender Pay Gap report out today. The 14.1% gender pay gap is lower than the UK national average of 18.4%.
  The network aims to have an equal gender split across all levels of its organisation by the end of 2019. This is the first major initiative announced by Dentsu Aegis Network in the UK following the appointment of Stef Calcraft, co-founder of Mother, as its new executive chairman.
  The reports comes
  
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• US Creative Work of the Week: State Farm enlists its actual agents for new campaign

  28-03-2018 17:45
  Insurance company State Farm enlisted some of its own agents to help bring a new campaign to life, putting them into comic situations while letting them be their helpful professional selves.
  Created by DDB Chicago, 'Here to Help ___ Go Right' is a fully integrated campaign anchored by five spots that feature real State Farm agents from across the country. The creative sheds some humorous light on a variety of insurance moments, both expected and unexpected, to show how State Farm — and the
  
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• Charities shouldn't follow the rules, they should subvert them

  28-03-2018 17:23
  Contrary to popular belief, actions don’t speak louder than words. Unfortunately, making the world a better place is not enough for a charity to carve out a space in people’s hearts. This is particularly true in a world where the cult of brand purpose dictates that every brand – commercial or charitable – must be built around an era-defining statement of how it intends to build a brighter future for all.
  So how can a charity build a brand capable of competing for our atte
  
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• Lagardère helps Bundesliga tailor stadium perimeter ads on TV using AR

  28-03-2018 17:08
  Lagardère Sports Germany and LED ad company ADI have partnered to help deliver region-specific virtual perimeter ad boards around Bundesliga football grounds.
  The technology will enable broadcasters to attach relevant ads to stadium hoardings by integrating with Supponor’s virtual advertising augmented reality platform.
  The companies are deep into trials with the technology that look to tailor perimeter ads to region. German Football League (DFL) has approved the deployment of
  
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• Renovate or innovate? How Carlsberg is revitalising its ‘sleeping giants’

  28-03-2018 16:58
  Carlsberg is making actor Mads Mikkelsen the global face of the brand as it follows up the success of its Carlsberg Export rebrand with new strategies for ‘sleeping giants’ including Tetley.
  The brewer launched the £15m Carlsberg Export rebrand, which included a new marketing campaign and product redesign, last year, and it claims the revamp has dramatically improved consumer perceptions and boosted sales.
  At a media briefing on Monday (26 March) the brewer revealed that t
  
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• Agencies can tackle global issues by joining together for a good cause

  28-03-2018 16:43
  Christmas is a particularly tough time for anyone on the streets. It’s cold, dark and wet. People who walk past are in a festive spirit and shops and homes are adorned with fairy lights – a constant reminder that you have nowhere to go. We all want this to change but we are under the impression that if charities cannot get rid of the issue, then there’s nothing else we can do.
  During a discussion with a lot of agency folk who work with charities, either as clients or on a
  
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• How Ace & Tate is looking to disrupt the eyewear market

  28-03-2018 16:42
  When Dutch eyewear startup Ace & Tate was founded in Amsterdam almost five years ago, it had one mission: to disrupt the eyewear market.
  Now with 27 stores in seven countries – including a new shop near Covent Garden in central London – and the launch of its first ever global campaign this week, it is looking to take that disruption to the next level with a focus on virtual eye tests and its sights set on the US.
  If one thing’s immediately clear from the Covent Garden store
  
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• Men paid 2.8% more at Viacom UK - but Channel 5 pays women more on average

  28-03-2018 16:05
  Viacom has aired its mean gender pay gap. So far the broadcaster has struck the greatest balance in the UK media although there remains a discrepancy with women taking on executive roles and receiving bonuses.
  The government requires companies of more than 250 staff to report the pay deficit between the genders and in the media sphere. Trinity Mirror’s sits at 15% in favour of men, Channel 4 at 28% - treble that of the BBC’s deficit and ITN 18.2%.
  Viacom has seven subsidiaries o
  
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• Facebook promises greater data policy transparency

  28-03-2018 15:58 via campaignlive.co.uk
  In the next few weeks Facebook is to propose updates to its terms of service and to its data policy "to better spell out what data we collect and how we use it".
  
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• Facebook cuts off third-party data providers from targeting ads on its platform

  28-03-2018 15:58 via campaignlive.co.uk
  In the next few weeks Facebook is to propose updates to its terms of service and to its data policy as part of moves to "improve privacy" that also include taking away the ability for third-party data providers like Experian to offer their targeting directly to advertisers on Facebook.
  
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• UK and US trail behind Indonesia and South Korea in terms of display ad viewability

  28-03-2018 15:53 via campaignlive.co.uk
  The WFA's Global Viewability Benchmarking report has determined the average display and video viewability for 20 markets globally.
  
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• How to create narrative with a purpose

  28-03-2018 15:52
  As human beings, we’re hard-wired to connect to a good story. We began telling them millennia ago, back when we were still living in caves. They were a portable tool that could be used for transferring knowledge and connecting on a cultural level, and they had a unique, interesting ability to trigger imagery in people’s minds.
  Years later, some clever clogs hypothesised that this was how our memory (and therefore, by association, our knowledge) worked, which explained a story’s
  
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• Pitch update: Sky, Cathay Pacific, Camelot, and more

  28-03-2018 15:51 via campaignlive.co.uk
  Britain's biggest advertiser is set to complete its media review, while Adam & Eve/DDB has snatched the National Lottery ad account from 14-year incumbent Abbott Mead Vickers BBDO.
  
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• News UK names Dominic Carter as its first group chief commercial officer

  28-03-2018 15:49
  News UK has appointed Dominic Carter to a new role overseeing all national advertising revenue for the publisher and its Wireless Group operations in the UK and Ireland.
  Serving as group chief commercial officer, Carter, who was previously managing director of commercial at the company, will look to broaden the group’s appeal to advertisers, especially on the digital front where News UK is chasing scale.
  Carter will handle ad propositions for print, digital, video and audio and The Br
  
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• Charities need to focus less on the cause and more on the consumer, say agencies

  28-03-2018 15:44
  The desire to help others and get involved in a worthwhile cause is natural human instinct. However, the charity sector is fighting a stigma which has slowly crept into 21st century conversation, fuelled by the growth of digital – a declining trust in charities.
  The Drum Network gathers a group of industry experts to discuss the challenges facing the charity sector and whether it can regain the trust of the modern consumer. Taking part are Danielle Grogan
  
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• Is P&G down on digital advertising or just plain rational?

  28-03-2018 15:42
  Procter & Gamble’s chief brand officer made headlines earlier this month when he announced the CPG giant had slashed its digital advertising budget by more than $200m in 2017. Marc Pritchard’s outspoken comments on digital are a refreshing reality check in an industry awash in hype.
  This time, Pritchard went even further than talking numbers. He pulled no punches in diagnosing what’s gone wrong for advertisers in the digital age.
  “As we all chased the Holy Grail of di
  
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• People on the move featuring MediaCom, Saatchi & Saatchi, Publicis and more

  28-03-2018 15:28
  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. 
  Loading...
  MediaCom
  MediaCom has announced the appointment of Ben Rickard as chief digital and data officer. Rickard, formerly senior partner at Wavemaker, has been tasked with leading MediaCom UK's digital and data transformation plans.
  Havas Group Media
  Havas Group Media has named Lin
  
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• ISBA faces backlash over media agency framework

  28-03-2018 14:37 via campaignlive.co.uk
  ISBA's updated media agency framework contract has come under fire from a leading media auditor.
  
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• US Creative Works: featuring Heat, Colle McVoy, The Community and more

  28-03-2018 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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• News UK promotes Dominic Carter to new group chief commercial officer role

  28-03-2018 14:29 via campaignlive.co.uk
  News UK has promoted Dominic Carter to the new role of group chief commercial officer, 18 months after it acquired Wireless Group, to oversee overall ad sales for its newspaper and radio brands.
  
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• Almost half the world's online population plans to tune into the World Cup, finds survey

  28-03-2018 13:53
  Almost half the world’s online population plans to tune into the Fifa World Cup in Russia according to research from GlobalWebIndex.
  The company surveyed 80,267 people from more than 40 leading markets, finding numerous insights for marketers to capitalise on. Notably, 47% of the online population plans to watch the Fifa World Cup this summer. 
  Over half (55%) of male internet users will watch the World Cup either online or TV. Furthermore,  just over a third (37%) o
  
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• Mark Ritson: Marketers’ silence on Cambridge Analytica speaks volumes

  28-03-2018 13:30
  Cambridge Analytica whistleblower Christopher Wylie testifying to the House of Commons DCMS committee on 27 MarchIt’s ironic, is it not. We marketers spend our lives trying to get the public’s attention. Finally, a story comes along – in the shape of the Cambridge Analytica saga – that propels marketing, advertising and consumer behaviour onto the front pages of the world’s media for two weeks. And yet, despite this global popularity, marketers appear reticent to t
  
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• The dark age of data suspicion is giving way to a new age of data transparency

  28-03-2018 13:05
  In today's tech renaissance, data is everywhere and it seems like it can do everything. It flows in torrents from tens of billions of connected devices and empowers brands to offer truly customized advertising, marketing, and customer service. But does data have a dark side?
  The limited understanding of how data is used - and occasionally abused - has rightly earned its skepticism. This data dark age has been characterized by ignorance, suspicion, poor measurement, high-profile fraud, and cybers
  
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• The force of a word: what the ‘power of sound’ means to copywriters

  28-03-2018 13:00
  If I were a more scientific – and less lazy – individual, I’d carry out an experiment into the ‘hit rate’ of the average copywriter. In other words, how many terrible lines are written in order to liberate a good one.
  My own tally would be, I suspect, embarrassingly lopsided. My typical performance is a little like a hitman missing the target with hundreds of machine gun rounds, only for my victim to eventually drop dead from gunpowder-induced asthma.
  You can imagin
  
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• ‘Live without fear’: Exceptional Women of the World featuring Liz Ross, Periscope

  28-03-2018 13:00
  Exceptional Women of the World is a podcast that highlights and celebrates the great achievements, lives and POV of amazing women throughout the world of advertising, marketing, digital, tech and creativity.
  To Liz Ross, president and chief executive officer of Periscope, it is vitally important to be able to learn, unlearn and relearn. Those qualities, she says, can lead to success. And Ross has had plenty of success.In her 20 years of experience, she has held leadership position
  
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• Men – this is what feminism could do for you

  28-03-2018 12:59
  Earlier this month, we saw a wave of views, events, opinion pieces, and action as women from every walk of life and business came together to mark International Women’s Day (IWD).
  Indeed, we all made the point that this should not just be a matter of one day, but that we should ensure the conversations and energy created on IWD are carried forward for the whole year.
  However, where does this leave men?
  You guys need to embrace the movement, because equality for women can only happen if we
  
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• Mars renews FA partnership with fresh focus on England women's and disability teams

  28-03-2018 12:59
  The Football Association (FA) and Mars Wrigley have renewed their longstanding partnership, but his time around the confectionary giant will not only be the official supporter of the England men's team – it will also support the England women's and disability teams. 
  The food group's decision to plant its stake on the pitch when it comes to inclusion comes just one year after it revealed that its Maltesers 2016 Paralympic campaign, which put disabled actors fr
  
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• Why Marvel has turned to podcasts to tell new superhero stories

  28-03-2018 12:42
  The commercialization of the podcast world is on the rise, with the exponential growth in listenership that has attracted the attention of many brands in recent years. 
  “Marvel has seen a real opportunity as this space has grown,” explains Amy Fitzgibbons, chief marketing officer for podcast network Midroll Media, which has released the comic book company’s first foray into audio scripted content through podcast.
  Wolverine: The Long Night, was released episodically earlier
  
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• My side hustle: how I built a community with a circus school

  28-03-2018 12:09 via campaignlive.co.uk
  A year ago, Luke Trentham Shaw of WPP-owned agency Possible launched a circus school designed to target anyone wanting to learn performance skills; while simultaneously becoming part of a unique community.
  
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• Nestlé Skin Health secures VML London as global agency of record

  28-03-2018 12:07
  Nestlé Skin Health has secured a global agency of record in VML London following a five-way pitch.
  Jon Sharpe, chief executive of VML Europe, confirmed the win, underlining that its London office will lead work for US, UK, Europe and Asia.
  The WPP agency, which has 33 offices across the globe, will produce Nestlé Skin Health’s through-the-line marketing efforts for brands including Cetaphil, Benzac, Loceryl, Differin, and still-in-development brands.
  It will deliver local mar
  
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• CTI Digital paint the town with new appointment

  28-03-2018 12:00
  Manchester-based digital agency CTI Digital has been appointed to produce website development and ongoing digital marketing for luxury paint brand, Paint and Paper Library.
  The appointment of CTI Digital follows the Paint and Paper Library’s acquisition of the Little Greene Paint company. CTI Digital will be tasked with helping the Paint and Paper Library to expanding their reach from their London-based position to a larger market.
  CTI Digital’s marketing director James Wilkinson sai
  
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• VR experience allows blind to 'see' world famous sculptures

  28-03-2018 11:59 via campaignlive.co.uk
  The National Gallery of Prague has rolled out a virtual reality experience that allows blind and visually impaired people to touch and feel the world's most famous sculptural masterpieces.
  
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• Campaign Diary: Which former TV sales chief just won't let it go?

  28-03-2018 11:58 via campaignlive.co.uk
  Time is no great healer, as one former Campaign hack found out to his cost last week.
  
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• Sky Bet fined £1m for failing to protect vulnerable customers

  28-03-2018 11:57
  People who asked to be barred from betting were able to open new accounts, says regulatorOnline gambling firm Sky Bet has been fined £1m for allowing hundreds of “potentially vulnerable” people to keep betting after they asked to be barred from doing so, while sending promotional material to 50,000 more.Industry regulator the Gambling Commission said Sky Bet was guilty of failings in its self-exclusion tools, which are meant to help people who fear they have a gambling problem
  
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• Facebook, Google and Twitter crypto ad bans unlikely to stem exchange traffic

  28-03-2018 11:48
  Facebook, Google and Twitter’s bans on cryptocurrency advertising are unlikely to make a sizable dent in traffic to crypto exchanges, according to SimilarWeb.
  While the major digital platforms stepped in to block crypto ads on account of fraud fears, paid search in particular only drove less than 1% traffic to these sites in 2017.
  The report read: “There is little chance that this will have a major impact on the flow of traffic to the top cryptocurrency exchange sites.”
  50 site
  
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• LG ends sponsorship deal with Australian cricketer David Warner

  28-03-2018 11:46
  LG is the first sponsor to sever ties with Australia’s embattled cricket team, ending its sponsorship deal with David Warner.
  LG has said it will not continue its sponsorship of the opening batsman and former vice captain, who served as a brand ambassador for the electronics company.
  The decision comes days after members of the Australian cricket team admitted they had tampered with the ball in the third Test against South Africa, with media reports claiming Warner has been indicated as th
  
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• UK Top Shazamed ads: JD Williams and M&S Food spring into action

  28-03-2018 11:30
  The Drum's Shazam chart is based on the number of times each ad has been Shazamed over the past week using the music identification app.
  It's finally spring and JD Williams has strut in at number nine this week with its new season Ware, showcasing a good life of home and clothing to Banzai's 'Good Time Good Life'.
  In third place is M&S Food touting of its Easter range of goodies; roasts, chocolate eggs etc,  to the sounds of Ed Sheeran's 'Sha
  
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• Baidu trains marketers outside China for the first time

  28-03-2018 11:18
  Baidu is training marketers to advertise on its search engine, marking the first time the company has reached out to non-Chinese speakers. The move is an attempt to inform marketers that Google’s search supremacy does not penetrate numerous countries – such as China.
  European marketers are being trained in running promotions on the platform, free to choose a one day course or a week-long exploration of the company and the Chinese market.
  Primarily, attendees can explore the
  
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• Most programmatic advertisers would pay more for better measurement

  28-03-2018 11:06
  An impressive 90% of marketers would be willing to lay down ‘slightly or ‘significantly’ more investment in programmatic advertising if they could be guaranteed better measurement statistics, according to a new study conducted by Infectious Media.
  The difficulties inherent to the measurement problem were brought into sharp relief by the fact that 66% of respondents reported that the issue was either ‘extremely’ or ‘very’ challenging with most advertisers
  
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• Mental Health: why charity needs to start at work

  28-03-2018 10:54
  In the UK, one in four people will experience a mental health issue in a given year. In our industry, the number is even higher at one in three. In a world where we are always on, never separated by more than a few metres or minutes from emails, social media and all of our beloved technology, finding time to step away and have a break can feel impossible. 
  As a 'mental health first aider' at RPM, I know how difficult it can be to switch off and how hard it can be to start an
  
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• Red Bull unveils Kris Bryant limited edition cans with Snapchat Snapcode

  28-03-2018 10:47
  Red Bull has unveiled a new prank video titled 'Special Delivery', featuring Kris Bryant, to promote his limited edition cans across Chicago and parts of the Midwest ahead of the 2018 Major League Baseball (MLB) season. 
  Red Bull associated with Bryant in 2015 and is also the official energy drink partner of the Chicago Cubs.
  The limited edition features a Snapchat Snapcode that unlocks augmented reality experiences, which has a world experience feature that allows fans
  
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• Time Out Group revenue up 19% as live events business triples

  28-03-2018 10:46 via campaignlive.co.uk
  Time Out Group's revenue increased 19% year on year in 2017 in line with expectations, helped by a 216% rise in live events.
  
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• The post-apology questions that Facebook needs to face

  28-03-2018 10:42
  I’ve been writing about the impact of the big tech giants in our lives and their impact on the marketing sector.
  Well, the irony today was the digital son atoned, in print, for his sins in The New York Times, Washington Post and Wall Street Journal to be exact.
  On Sunday, Facebook took out full-page ads to apologise for the Cambridge Analytica data privacy scandal that’s blown up in the social network’s face.
  The ads are an apology written by founder and chief executive officer
  
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• Spark Foundry promotes Chris Boothe to global brand president

  28-03-2018 10:24 via campaignlive.co.uk
  Spark Foundry has promoted Publicis Groupe veteran Chris Boothe to the role of global brand president a year after his predecessor Brian Terkelsen stepped down.
  
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• Cathay Pacific calls global agency review amid marketing transformation

  28-03-2018 09:54 via campaignlive.co.uk
  The pitch is a key part of Cathay's three-year turnaround strategy that demands a transformation of its marketing approach.
  
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• The Social Chain Group buys influencer agency Glow Artists

  28-03-2018 09:52 via campaignlive.co.uk
  Social marketing agency The Social Chain Group has fully acquired influencer agency Glow Artists for a "six-figure sum" in cash.
  
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• Why you should start cataloguing the creative process

  28-03-2018 09:00
  We have seen, largely thanks to Apple and other Silicon Valley companies, the huge commercial rewards that come from investing in good design.
  Almost everyone, from chief executives s to consumers, is more design-savvy than ever, discussing at length whether a rebrand or new product works well. Design is no longer a niche discipline – it has become ‘pop’ and part of daily culture. People have never been more interested in design.
  When companies plan launches, they sho
  
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