Marketing news

• At Adobe Summit, LinkedIn wipes the floor with Facebook and Twitter on privacy policy

  29-03-2018 22:30
  An Adobe Summit panel session featuring execs from Facebook, Twitter and LinkedIn saw the latter unexpectedly trounce its social competitors on the subject of data privacy policies in the wake of the Cambridge Analytica scandal.
  Melissa Selcher, LinkedIn’s vice president of brand marketing and corporate communications, explained how the engrained company ethos of ‘members first’ has led to a culture of utmost respect for user privacy.
  According to the VP, every member of staff
  
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• Univision strikes a multi-year partnership with MMA franchise Combate Americas

  29-03-2018 21:31
  Univision Deportes and hispanic mixed martial arts franchise Combate Americas have jointly announced a multi-year partnership to produce and distribute live Combate Americas fight programming on Univision and Univision Deportes Network (UDN).
  During their inaugural season, Univision and UDN will air 16 live, 90-minute broadcasts of the MMA action. The agreement marked the first time ever that Univision Deportes will produce and distribute live MMA programming, beginning with April 13&r
  
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• Accenture adds Meredith digital agency MXM as both companies continue to remold themselves

  29-03-2018 20:55
  Accenture has agreed to acquire New York-based digital agency, Meredith Xcelerated Marketing (MXM), from media conglomerate Meredith.
  The acquisition will bolster the capabilities of Accenture Interactive in creative services, data-led marketing execution, content strategy and digital marketing.  
  MXM combines content creation and strong customer engagement capabilities in direct-to-consumer marketing, particularly in the automotive, consumer brands and financial services industries. It&rsq
  
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• ESPN trots out Yankees slugger Aaron Judge for humorous station promos

  29-03-2018 19:57
  Just in time for opening day for Major League Baseball, ESPN has introduced its latest spots from the iconic ‘This is SportsCenter’ franchise, featuring a deadpan walk on by Aaron Judge of the Yankees.
  ‘All Rise’ and ‘Home Run Trot’ feature New York Yankees All-Star outfielder, Rookie of the Year and Home Run Derby winner Judge, paying tribute to his authoritative name and legion of followers, as well as his home run prowess.
  ‘Home Run Trot,’
  
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• Creative Director's Choice: Office of Baby’s Nathan Frank on AGM’s Chinese smart phone ad

  29-03-2018 19:04
  Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.
  This week, Office of Baby co-founder and creative director Nathan Frank states why he thinks a Chinese ad for the rugged AGM X2 smartphone is better than most western ads. In it, a woman loses her husband during an operation, but through the magic of technology, he is still alive throug
  
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• Bauer Media exec Christian Baesler joins Complex Networks as its first president

  29-03-2018 18:59
  Complex Networks, the Verizon and Hearst joint venture and parent company of the multiplatform media outlet Complex, has named Christian Baesler to the newly created role of president.
  Baesler has been asked to oversee the day-to-day operations of Complex Networks and its portfolio of brands – Complex, First We Feast, Rated Red, Sole Collector and Pigeons & Planes. Founded by streetwear designer Marc Ecko in the 2000s, Complex now has generated over 1.2bn video views a month
  
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• How publishers are building revenues through innovation

  29-03-2018 18:15
  At last week’s Digital Innovators’ Summit in Berlin, magazine publishers from over 35 countries came together to consider new technologies, hear from international speakers and scrutinize new business models. Amid debates and discussions about the future, however, a new saviour of the sector emerged: the reader.
  The Summit saw Fipp (the International Federation of Periodical Publishers) release the ninth edition of their Innovation in Magazine Media World Report, a compendi
  
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• Zuckerberg needs to face Facebook's problems

  29-03-2018 17:59
  The Cambridge Analytica data exploitation scandal could yet prove to be a fatal blow to Facebook's fortunes (and that’s not in direct reference to its share price in the last week.)  
  But while the captain of the Titanic cottoned on to the inevitable soon after hitting that subtle iceberg, Mark Zuckerberg appears to be planning to sail on regardless.
  Can he really be so unaware that Facebook might be going down? There’s certainly no direct PR move that seems to be capa
  
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• Mondelēz appoints Danone marketer Martin Renaud as global CMO in restructure

  29-03-2018 17:59
  Following the departure of its chief marketing officer Dana Anderson in 2017, Mondelez has appointed a global chief marketing officer in the form of ex-Danone exec Martin Renaud.
  Renaud's appointment brings with it a restructuring of the marketing team, with the snaking giant having appointed four new regional chief marketing officer roles to work under the new boss.
  As global lead Renaud will be accountable for marketing the company’s portfolio of "power brands" like O
  
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• Blockchain – slow and steady wins the race

  29-03-2018 17:55
  Every time a new technology emerges, we see a bubble of hype around it and claims are made that it will solve everything.
  Hailed as being as transformative for business as the internet was for communication, blockchain is no exception. From fairer gym memberships to more transparent media buying, fresher tomatoes to safer trucking, everything – it appears – can benefit from blockchain.
  Type “blockchain” followed by any random word into Google, and I bet you 0.00015 BTC th
  
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• The Drum Roses Creative Awards announces shortlist: Judges say there’s been return to creative craft

  29-03-2018 17:50
  This year The Drum Roses Creative Awards can now reveal the shortlisted nominees. Emma Scott Robinson, chairperson of the judging panel and creative director at SapientRazorfish said that there has been a return to “creative craft” this year.
  Video of The Drum Roses Creative Awards judging 2018 
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  She said: "What I saw from the entries has been a return to pure, highly detailed, beautiful craft. Interestingly, we have not had very many entries in areas like AR
  
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• GDPR solution StylePoints appoints London Advertising as its global comms agency

  29-03-2018 17:18
  StylePoints, an innovative digital loyalty currency that rewards users for opting-in to share their data with approved brands and publishers, has appointed London Advertising to spearhead its forthcoming launch.
  With data privacy a key concern for consumers, StylePoints aims to provide validation, control and a clear value exchange for online users when they choose to share their data. Likewise, with GDPR, ad blocking and bots creating challenges for publishers and advertisers, StylePoints
  
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• Royal Statistical Society calls for tougher advertising code

  29-03-2018 16:44 via campaignlive.co.uk
  Statisticians are lobbying for the Advertising Standards Authority to take a harder line on the misuse of statistics in advertising.
  
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• Bob Wootton: Harvey Nichols and MoneySupermarket are wrong to fire their agencies

  29-03-2018 16:09
  Some arguable underlying business reasons (or at least some Olympic-quality corporate blather) will doubtless be rolled out to explain two notable recent ad agency firings.
  First, we had MoneySupermarket’s dismissal of Mother. Then hot on its heels came Harvey Nichols’ firing of adam&eveDDB. I see quite a bit in common between these two apparently disparate stories.
  READ MORE: MoneySuperMarket – We need our brand to be more famous than our ads
  Both involve long-term relatio
  
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• The Australian cricket team dropped the PR ball long before its cheating scandal

  29-03-2018 16:00
  The idea expounded by Matthew Sayed in his book Bounce revolves around the performance of hours of practice to achieve excellence. Brilliance cannot be achieved overnight; natural ability is over-emphasised in society and the only way to become world-class is to dedicate oneself to putting in the hours.
  We have seen this week that the same belief must be applied to reputation management. Marginal, incremental gains over years must be used to build credibility because, when it does go wrong 
  
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• Outbrain inks video ad deal with Telaria

  29-03-2018 15:51
  Content discovery business Outbrain has inked a deal with video inventory platform Telaria (formerly Tremor Video) to bring the latter's video capabilities to Outbrain's network. 
  The exclusive deal will see Outbrain, which inks deals with publishers to bring readers recommended content from around the web, effectively launch its first sustained offering of outstream video ads. 
  Outbrain works with the likes of CNN, Mashable, the Wall Street Journal and more. The pa
  
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• Industry inclusivity makes creative and commercial sense

  29-03-2018 15:51
  Recently I attended a panel at the BVE entitled ‘Inclusivity in Creative Industries’. A first for me on both fronts: speaking at an industry event in this way, and sharing views on a topic that has had much debate across all sectors.
  And it’s needed. We should continue to challenge ourselves as leaders in advertising to recruit diverse minds. Fundamentally, diversity is good for business: a diverse workforce is going to be better at speaking to a broader audience, a win-wi
  
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• Huge appoints Michael Koziol as global CEO as cofounder Shapiro departs

  29-03-2018 15:31
  Michael Koziol has been promoted from president of Huge to global chief executive as part of a wider management restructure in the IPG agency.
  He replaces Huge cofounder Aaron Shapiro who is leaving in May after 13 years at the company.
  Koziol has been with the agency for five years and helped co-found the agency’s Atlanta office. As president he oversaw Canada, Europe, Asia Pacific, and Latin America, while maintaining oversight of the Atlanta office.
  Michael Roth, chairman and chief
  
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• One in 20 Brits delete Facebook accounts after the Cambridge Analytica scandal

  29-03-2018 15:22 via campaignlive.co.uk
  A survey has found that while 93% of Brits were aware of the Cambridge Analytica scandal, 5% have left Facebook and 6% say they intend to.
  
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• Havas Blockchain launches with ICO client Talao

  29-03-2018 15:19 via campaignlive.co.uk
  Havas has created a comms-led offering to attract clients in the emerging blockchain and cryptocurrency fundraising space.
  
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• YouTube Re: View: Choc Easter buns, Spielberg's tech warnings & denim Britney

  29-03-2018 15:12
  Welcome to our YouTube Re:View. This week in celebration of Easter, we salivate over hot cross chocolate buns and travel back to the Victorian era to learn about how the Victorians liked their Easter eggs. We also get some lessons from Steven Spielberg about how to deal with our technology obsessions.YouTube Re:View
   
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  Jamie Oliver takes hot cross buns to the next level
  Who wants to eat ordinary hot cross buns when you can eat chocolate ones? That’s right. Just in time
  
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• The Next Web launches Hard Fork news brand to decrypt crypto and blockchain

  29-03-2018 15:00
  The Next Web has branched out into in-depth blockchain and cryptocurrency coverage with the launch of a newsbrand called Hard Fork.
  Alejandro Tauber, editor in chief of The Next Web told The Drum that this new brand allows writers to delve deeper into the topics than they could at The Next Web. Where there is a more general audience interested in everything from "the influence of EU politics on startups, to news about the latest phone from China".
  "Under Hard Fork we can indulge in fancies
  
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• Why CALM installed suicide statues on the top of ITV Tower

  29-03-2018 14:38 via campaignlive.co.uk
  The use of non-traditional advertising has helped CALM gather more than 156,000 signatures for a petition to push for ministerial responsibility for suicide prevention.
  
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• McCann promotes Lopez to new Europe chief production officer role

  29-03-2018 14:38 via campaignlive.co.uk
  McCann Worldgroup has promoted Sergio Lopez to the newly-created role of chief production officer of its European operation.
  
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• Ace & Tate uses social workers and DJs instead of influencers to launch first global campaign

  29-03-2018 14:33
  Vogue Dutch eyewear startup Ace & Tate has launched its first ever global campaign, but the company is forgoing stylistic “peacocking” to instead turn its lens towards real people.
  The six characters fronting the advertiser’s ‘Me, Myself and I’ push, which looks to encourage consumers to look at different aspects of themselves and not be defined by a single style of glasses, include a British furniture designer, a Swedish social worker and a German DJ.
  Created b
  
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• News UK: men paid 15.2% more than women per hour

  29-03-2018 14:19
  News UK has unveiled its gender pay gap data. It has revealed that it pays men an average mean of 15.2% more per hour than women.
  The data, required by the government for UK companies over 250 staff members, found that 66% of the company’s employees are male. The Times was slightly lower than the wider company, sitting at 14.3%, TalkSport had a 15.1% gap.
  Across News UK brands including the Bridge, The Sun, TalkSport and The Times, men took 11% more in bonuses than their female c
  
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• Alibaba unveils car ‘vending machine’, sponsors dump Aussie cricket stars: International round-up

  29-03-2018 13:39
  Major sponsors end relationships with Australian cricket stars over ball tampering scandal
  Major sponsors of the Australian cricket team’s stars have started jumping ship after the nation’s vice-captain David Warner found himself in hot water over his role in the ball tampering scandal engulfing the national team.
  Electronics giant LG says it won’t be renewing its sponsorship deal with Warner, due to his leading role in Australia’s ball-tampering plot during day three of
  
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• Lululemon's Sweatlife festival returns to London

  29-03-2018 13:23 via campaignlive.co.uk
  Lululemon, the sports apparel brand, is hosting its Sweatlife festival once again this year.
  
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• What can the charity sector learn from the marketing world?

  29-03-2018 13:00
  Civil society has never played a more important role in the political and social life of our nation. The pressure on charities around the provision of services – ranging from arts, probation, family and child support to refugees or health services – is larger than ever before. Clearly 2018 is going to be a transformative year for charities in the United Kingdom. What are the challenges facing the sector, and what can we, in the marketing, advertising and media industry, do to he
  
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• Sir Martin Sorrell on data privacy issues: 'We can’t carry on this way'

  29-03-2018 13:00
  Facebook’s reported data breach, via political analytics firm Cambridge Analytica, has created an acceleration on discussions around data usage and WPP’s Sir Martin Sorrell has added his voice to the discussion, pressing the importance of clearly communicating to users how their data will be used.
  Speaking to The Drum at The Great Festival of Innovation in Hong Kong, he said: “People have to understand precisely what they are letting themselves in for. We can’t carry on i
  
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• Sky reunites comic duo Baddiel and Skinner for Pension Wise

  29-03-2018 12:45 via campaignlive.co.uk
  David Baddiel and Frank Skinner are briefly excited by the idea of working together again in a new ad for the Government's pensions guidance service.
  
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• LinkedIn launches autoplay video ads aimed at B2B brands

  29-03-2018 12:45
  Professional networking platform LinkedIn has vowed to go "all-in" on sponsored content, by announcing two major updates to its service; video ads and official company pages.
  A late arrival to the video party LinkedIn has been scrabbling to catch-up with competitors such as Facebook after belatedly trialing its own sponsored video service last August.
  The new video formats will see advertisers be able to make use of the same targeting capabilities available them in other formats on Lin
  
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• FCB Inferno founder Tim Doust leaves amid management changes

  29-03-2018 12:40
  FCB Inferno has shaken up its management structure in Europe, with the biggest change seeing co-founder partner Tim Doust depart after 18 years at the agency.
  Doust stayed on after FCB joined the IPG network in December 2013 but five years later he has made the decision to leave. He reflected on starting the agency from a “tiny flat” in Wimbledon.
  “It is an absolute honour to have grown the agency into the tremendous success that it is today. It has been an incredible journey,
  
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• Three things marketers should know about adopting augmented reality

  29-03-2018 12:32
  While augmented reality (AR) has promised to break into the mainstream for years, many of its most ardent supporters began to wonder if it would ever overcome its own hype, and many marketers continued to view it as an attempt at innovation with no real long-term impact.
  In reality, the technology has already begun to show its true value through simplifying shoppers’ journeys and adding value for consumers. For example, the rise of virtual try-on is transforming the beauty industry and, in
  
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• Moneysupermarket.com acquires home communications and mobile phone comparison business

  29-03-2018 12:29
  Moneysupermarket has agreed terms with rival communications comparison business Decision Technologies to purchase the company for £40m.
  Offering comparison services for consumers and businesses via broadbandchoices.co.uk, Decision Tech currently provides back-end functionality for popular portals including Moneysavingexpert.com.
  Moneysupermarket chief executive officer Mark Lewis said: “We said we would be working to take price comparison to users via sites they regularly visit on th
  
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• April Fool's Day 2018: The brands that shared in the LOLz

  29-03-2018 12:15 via campaignlive.co.uk
  Brands love to share their sense of humour on April Fool's Day and this year was no different, so Campaign picked out some of the best of this year's efforts.
  
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• Business on the Move: Heineken, Nestlé, Mitsubishi and more

  29-03-2018 12:00
  Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions.
  Agency wins
  Nestlé has appointed VML as its global agency-of-record for its skincare and health brands, following a five way competitive pitch.
  The WPP-owned agency has been directed to manage, lead and consolidate the Nestlé Skin Health range of brands, which includes Cetaphil and Proactiv. The agency will be responsible for
  
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• Publicis Media launches global commerce practice

  29-03-2018 11:46 via campaignlive.co.uk
  Publicis Media is seeking to bring together its commerce expertise from across the group with the launch of a specialist global practice.
  
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• Ronseal turns to hypnosis to inspire DIY fans to get off the sofa this bank holiday

  29-03-2018 11:22
  Paint and wood stain brand Ronseal has gone a bit Derren Brown with its latest mesmerising campaign, trading in its ‘Does Exactly What it Says on the Tin’ strapline for 'Do Exactly What it Says On the Tin'. 
  Recognising that most viewers would likely prefer to re-watch The Crown on Netflix (again) or have a lie-in than paint their fences, doors or decking, the brand has turned to the persuasive powers of hypnosis to convince viewers to do some DIY this bank holida
  
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• The Social Chain looks to a bright future after acquiring Glow Artists

  29-03-2018 11:06
  The Social Chain has bolstered its digital credentials with the acquisition of Glow Artists, a digital influencer agency, from Glow Media Group.
  Tying in with The Social Chain’s expansion strategy the move will see Glow Artists merged within its influencer arm, helping to extend its reach to new audiences and bringing top brands into its fold such as McDonald’s, the BBC and Nintendo.
  Steve Bartlett, chief executive of The Social Chain, said: “There are many parallels betwe
  
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• Charities will find the power of persuasion through influencers that share their values

  29-03-2018 10:49
  We all know that the marketing industry loves a buzzword, and the latest one seems to be ‘influencers’. But, what actually is an influencer? Is it someone with lots of social media followers – ‘digital celebrities’, for want of a better phrase? Or is it someone people trust and respect? I don’t believe that you can call yourself an influencer. You’re either influential or you’re not. It’s irrelevant how many followers someone has if they hear
  
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• Amazon signs up as new sponsor of The Great British Bake Off

  29-03-2018 10:49
  Amazon has signed up as the new sponsor of Channel 4’s The Great British Bake Off in what is seen as a major coup for the broadcaster.
  The sponsorship includes the ninth series of Bake Off (it’s second season on Channel 4), which will air later in the year. It also includes spin-off shows Bake Off: An Extra Slice, festive episodes and Bake Off: The Professionals.
  The deal will see Amazon focus on its Echo speakers and Alexa voice service. It was brokered by Channel 4’s sales ho
  
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• Channel 4 cooks up a treat as Bake Off bags Amazon as headline sponsor

  29-03-2018 10:36
  Channel 4 is celebrating today after pulling off a major sponsorship coup having signed up US online shopping giant Amazon as headline sponsor of the second series of The Great British Bake Off.
  Reports suggest Amazon parted with £5m for the privilege, justifying the broadcaster’s controversial decision to pay £75m to poach the popular show from the BBC and elevating the format alongside television big guns such as Britain’s Got Talent and The X Factor.
  Amazon was drawn t
  
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• Facebook data scandal unlikely to dampen growth in social media adspend

  29-03-2018 10:09 via campaignlive.co.uk
  A quarter of all digital adspend will go to social networks this year, according to eMarketer, which has dismissed "knee-jerk reactions" to the data controversy surrounding Facebook.
  
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• Mitsubishi embraces experience design with appointment of Critical Mass as AOR

  29-03-2018 09:52
  Mitsubishi Motors has announced the appointment of experience design agency Critical Mass to serve as its digital agency of record, a role which will see it develop an improved digital ecosystem for the vehicle manufacturer.
  The Japanese giant has recently launched its ‘Drive Your Ambition’ tagline at the Tokyo Motor Show in a move designed to augment its renewed focus on experiential design and consumers. The first fruits of the new partnership should land in the autumn.
  Guillaume C
  
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• Tim Doust to depart FCB Inferno

  29-03-2018 09:39 via campaignlive.co.uk
  Tim Doust, founding partner of FCB Inferno, is leaving the business.
  
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• Ad of the Day: Cadbury's live 360-degree Facebook Easter Egg hunt

  29-03-2018 09:27
  Confectionery brand Cadbury has devised a sweet treat with a difference for chocaholics this Easter with the launch of the first live 360-degree Facebook video Easter Egg hunt.
  Eagle eyed social media users were encouraged to log on and scour a virtual landscape for fiendishly hidden eggs during a one-hour event that drew 220,000 spotters from across Australia who between them posted 70,000 comments.
  Devised by Ogilvy Melbourne and Alt.vfx Sydney the creative campaign saw the first person to spo
  
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• Sky's Mortimer moves from marketing to ad sales

  29-03-2018 09:22 via campaignlive.co.uk
  Andrew Mortimer, Sky's director of media, who has led its £300m UK media review, is moving from marketing to ad sales to be director of client strategy at Sky Media.
  
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• Channel 4 News editor urges media to build alternative platform to 'toxic' Facebook

  29-03-2018 09:00
  The head of Channel 4 News is calling for the news industry to unite to create a new alternative platform to Facebook, which he says has become “too toxic” following a succession of scandals involving the loss of personal data and the dissemination of fake news.
  Ben de Pear complains that Facebook has a “cult”-like sense of its own infallibility and that dealing with the social media giant is “a bit like speaking to the Moonies”. He says news publishers need a
  
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• Agencies need to be more fluid in their own thinking to create frictionless experiences for brands

  29-03-2018 09:00
  The advertising industry has a lot to learn from the wisdom once imparted by  Bruce Lee (and the lesson echoed by Po in the 2008 Dreamworks movie Kung Fu Panda):
  “You must be shapeless, formless, like water. When you pour water in a cup, it becomes the cup. When you pour water in a bottle, it becomes the bottle. When you pour water in a teapot, it becomes the teapot. Water can drip and it can crash. Become like water my friend.”
  Attending Advertising Week Europe recently, I
  
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