Marketing news

• Adam&Eve/DDB New York wins part of Jim Beam’s creative account

  02-04-2018 23:38
  Adam&Eve/DDB’s New York office has won a portion of Jim Beam’s creative account.
  The bourbon brand selected Leo Burnett as its global creative agency in 2016 following a review. The Beam Suntory brand will continue to work with Leo Burnett, although it has not revealed how the agencies will divvy up responsibilities.
  “We are thrilled to welcome Adam&Eve/DDB to the Jim Beam family,” the company said in a statement. “While we will continue to work wi
  
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• AI is making us lazy: the importance of human eyes in ad fraud

  02-04-2018 23:27
  Artificial intelligence (AI) and machine learning are valuable tools in the fight against ad fraud. They power rule sets and algorithms that help us identify suspicious behavior. But they may also be our undoing. AI is making us lazy.
  Automated fraud detection tools lure advertisers, publishers and especially solution-providers into a false sense of security. That last part is the most worrisome. Sure, it would be nice if advertisers didn’t rely too foolhardily on a single fraud detection
  
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• YouTube launches 'TrueView for reach' format to help brands catch a 'scattered' set of eyeballs

  02-04-2018 23:22
  YouTube announced the addition of a 'TrueView for reach' format to its 6-second TrueView ad product offerings.
  This announcement came after Google’s announcement of a TrueView ad product, which allows brands to target consumers with direct response-style videos that appear on YouTube after searching for something related on Google. TrueView for reach is considered a CPM offering, which gives brands added incentive to come up with creative that drives impressions.
  Google explained in the bl
  
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• Indian government to cancel accreditation if journalists found guilty of writing fake news

  02-04-2018 22:49
  Press Information Bureau (PIB), the nodal agency for communicating to media on behalf of government of India, has issued amended guidelines for accreditation of journalists to regulate fake news.
  According to PIB's statement, the step comes after increasing instances of fake news in India, across various mediums including print and electronic media.
  It says PIB, on receiving any complaints of fake news, would refer it to the Press Council of India (PCI) if it pertains to prin
  
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• Mark Zuckerberg calls Tim’s Cook criticism of Facebook ‘extremely glib’

  02-04-2018 22:41
  Facebook’s Mark Zuckerberg isn’t happy with Apple chief executive Tim Cook’s recent criticism of the social giant.
  In an interview with Vox's Ezra Klein, Zuckerberg called Cook’s comments “extremely glib and not at all aligned with the truth.”
  The Facebook chief’s comments come days after Cook criticized Facebook’s business model in the wake of the Cambridge Analytica scandal that’s rocked the social platform. When asked during an interv
  
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• Kinetic doubles up on CEO roles as former chief David Krupp moves on out

  02-04-2018 20:21
  Out-of-home agency Kinetic North America announced the promotions of chief strategist Michael Lieberman and chief operating officer Cedric Bernard to co-chief executives, replacing former head David Krupp.  
  As chief strategy officer for Kinetic, Lieberman leveraged his background in mobile and integrated strategy to better align Kinetic’s core offering with today’s digitally-focused and cross-media environment. Previously, he was US chief operating officer of Kinetic&rsquo
  
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• Domino’s builds Rube Goldberg machine and pizza-themed mobile game for latest campaign

  02-04-2018 19:51
  Domino’s has made both a live and virtual Rube Goldberg machine for a campaign to promote its Piece of the Pie Rewards program, including a mobile game that helps hungry players earn rewards.
  The ‘Beautifully Easy’ TV spot introduces the rewards program with a woman placing a pizza order on a phone, which starts the machine rolling around a Domino’s employee making her pizza. As the overly complex machine rolls along, it showcases features of how to build rewards points,
  
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• TV Ad Spend Weekly: Wendy's plays ball buster as NCAA tourney brackets get turned upside down.

  02-04-2018 19:27
  Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most on newly-launched creative on US national broadcast and cable TV.
  March Madness games are continuing to light up the scoreboard for advertisers. During the week ending March 19, the Sweet 16 and Elite 8 rounds of the college basketball tournament accounted for 24% of total
  
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• Puff, puff, buzz: survey says cannabis branding will be more important as consumer expectations rise

  02-04-2018 17:59
  Looks matter to those shopping for sativas, indicas and hybrids: about 88% of them want to look out for cannabis brands with strong positioning and design that comes across as 'successful' and 'professional'.
  This was one of a variety of findings from a recent survey conducted by Brand Keys, a research consultancy for brand engagement and customer loyalty. Among 1,200 people over 21 who support marijuana legalization, 92% acknowledge that like tobacco and alcohol before it, regulations
  
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• Alexa users can now donate to more than 40 charities using their voice

  02-04-2018 17:53
  Amazon is upping its charity game: the company has rolled out an Alexa skill that lets users ask the voice assistant to make a donation to a charitable organization. 
  Starting today, Alexa users can choose from more than 40 charities to make a donation to. Donations will be fulfilled through Amazon Pay using the customer’s preferred payment method associated with their Amazon account.
  The skill, called Alexa Donations, requires no set-up. Users can simply ask Alexa to “make a do
  
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• LL Bean takes over Boston with extensive out of home campaign inviting people outdoors

  02-04-2018 16:44
  Heritage outdoor clothier LL Bean is urging residents and commuters in Boston to ‘Be an Outsider’ with an out of home takeover of the city’s busy Back Bay Station.
  During the month-long campaign, over 20 digital billboards urging people to enjoy the outdoors will greet commuters as they go through the station.
  The Freeport, Maine-based retailer worked with the Via Agency from Portland, Maine to put together the campaign, and it’s one that will appeal to fans of Boston&rsq
  
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• Will brands make progress on diversity and inclusion in 2018?

  02-04-2018 15:00
  Advertisers have more than brand safety, transparency, and ad fraud on their minds in 2018. To attract and retain top talent, and better connect with consumers, leading brands are pushing hard on inclusion, pay equity, and diversity (racial/gender/age). The majority of consumers feel executives should take a stand on social issues, and 44% of them will purchase more from brands who do. 
  A more inclusive, diverse, and equal work environment has massive financial implications. Companies in th
  
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• Why your culture matters now more than ever

  02-04-2018 14:00
  Maya Angelou wrote about a car ride in Ghana with Malcolm X. It was the height of the Civil Rights era, and Angelou was expressing her disdain for a particular activist’s lack of faith, and isolation from the Black American struggle. Malcolm X’s response was swift and harsh. 
  “Sister,” he said. “Picture American racism as a mountain. Now slice that mountain from the top to the bottom and open it like a door. Do you see all the lines, the strata? Those are the s
  
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• In-house agencies are here to stay (but they need our help)

  02-04-2018 14:00
  If you listen to the doomsday cults of the ad world, traditional agencies have met their killer many, many times in the last couple of decades. The internet was most certainly going to kill ad agencies as was social media, Google, and the advent of DVRs that can skip commercials with the click of a button. The most recent assassin-to-be, according to many, is the rise of the in-house agency.
  As the technology we rely on became more accessible and the demand for content more constant, many compan
  
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• Snapchat declares itself 'A New Kind of Camera Company' in first TV ad

  02-04-2018 13:53
  Snapchat's first ever TV ad will air on TBS during the Final Four tonight (2 April), with the app seeking to raise awareness by explaining in the broadest terms what the upstart believes itself to be — a camera company. 
  The spot, titled 'A New Kind of Camera Company' shows users doing everything from taking family portraits, to brushing their teeth wearing a flower crown filter and using the app's Snap Maps and Stories functions. 
  Coming just over a year from Snap's IP
  
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• Snapchat declares itself a 'A New Kind of Camera Company' in first TV ad

  02-04-2018 13:53
  Snapchat's first ever TV ad will air on TBS during the Final Four tonight (2 April), with the app seeking to raise awareness by explaining in the broadest terms what the upstart believes itself to be — a camera company. 
  The spot, titled 'A New Kind of Camera Company' shows users doing everything from taking family portraits, to brushing their teeth wearing a flower crown filter and using the app's Snap Maps and Stories functions. 
  Coming just over a year from Snap's IP
  
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• 76% of UK listeners have acted on a podcast ad according to Acast

  02-04-2018 12:45
  Almost a quarter (23%) of UK adults have listened to a podcast in the past month, with 76% saying they have followed up on an ad or sponsored message they heard in a show, according to data from Acast. 
  The Swedish podcast ad startup surveyed 1,335 Brits in tandem with Ipsos. It found that two-thirds of UK podcast listeners were aged between 16 to 34, with 27% of this group listening to a show once a week, while 29% listened to a show twice a week. 
  While the data showed that the chief
  
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• Why agencies must make room for innovation

  02-04-2018 12:30
  I’ve been extoling the virtues of innovation in the agency space for a few years now. During my time as the rather anachronistically titled ‘head of labs’ at a top London marketing agency I weathered the storm of the great innovation cull – when having been in love with roles like ‘chief innovation officer’ and ‘director of unlimited thinking’, agency land closed down their labs and innovation departments.
  Most high profile of these was Ogilvy&rsqu
  
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• Social media ad spend forecast to surpass TV by 2020 despite Facebook's data scandal

  02-04-2018 11:15
  A quarter of all UK digital ad spend (£3.3bn) will be funneled in to social media platforms in 2018 according to eMarketer forecasts, with the total invested in the medium set to overtake TV by 2020. 
  The figures come as both consumers and advertisers are putting Facebook under greater scruntiny, amid claims the world's largest social network had the data of 50 million users harvested by third-party analytics company Cambridge Analytica. 
  Despite some marketers freezing
  
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• China’s online retail market to reach $1.1tn in 2018

  02-04-2018 10:36
  China’s online retail market will hit $1 trillion this year, a year ahead of predictions, according to Forrester.
  The Forrester report revealed the growth in mobile shopping and consumer spending in categories like fashion and grocery would see China’s retail sales reach $1.1tn in 2018.
  Chinese online shoppers will continue to grow by 4.6% annually to reach 631 million by 2022, up from the current 502 million.
  The report, which provides online retail forecasts for Asia Pacific, found
  
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• Branding the invisible: how Wolff Olins created a human face for Alibaba’s artificial intelligence

  02-04-2018 09:57
  As real life gets closer to the science from our fiction, the task of creating the human and creative elements is knocking on some agency's doors.
  Wolff Olins is an agency that has done just that - creating the human face to Alibaba’s ET Brain, its AI product launched at the Winter Olympics earlier this year.
  According to Emma Barratt, creative director at Wolff Olins, the agency has always wanted to work with Alibaba, as they are pushing disruption.
  “AI is a crucial part of the next
  
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• Alibaba enhances 'New Retail' strategy with local delivery app Ele.me

  02-04-2018 09:57
  Alibaba has acquired Chinese delivery app Ele.me in a bid to further bolster the brand’s 'new retail' strategy.
  The deal sees Alibaba assume full ownership of the app, acquiring all outstanding shares in the start-up local delivery company. Alibaba previously held 43% of shares in Ele.me.
  The deal, which values Ele.me at $9.5bn, will enhance Alibaba’s New Retail strategy by providing local delivery services from Ele.me’s huge national network of de
  
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• TV show MasterChef to land in Singapore via Mediacorp's Channel 5

  02-04-2018 09:53
  MasterChef Singapore is set to air on Mediacorp's Channel 5 as confirmed by Mediacorp and Motion Content Group.
  GroupM's Motion Content Group had earlier acquired the rights to produce and broadcast MasterChef Singapore from Endemol Shine Group. Earlier, the show was supposed to air on Channel 8.
  The show will premiere later this year and will be produced by Beach House Pictures, with judges and key sponsors to be announced at a later date.
  Steven Murphy, managing director, Motion Content G
  
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• MasterChef to land in Singapore via Mediacorp's Channel 5

  02-04-2018 09:53
  MasterChef Singapore is set to air on Mediacorp's Channel 5 as confirmed by Mediacorp and Motion Content Group.
  GroupM's Motion Content Group had earlier acquired the rights to produce and broadcast MasterChef Singapore from Endemol Shine Group. Earlier, the show was supposed to air on Channel 8.
  The show will premiere later this year and will be produced by Beach House Pictures, with judges and key sponsors to be announced at a later date.
  Steven Murphy, managing director, Motion Content G
  
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• In the director’s chair: Pierre Michel-Estival on being a workaholic, epic imagery & Ryan Reynolds falling down the stairs

  02-04-2018 08:52
  For the latest in The Drum’s director’s chair series, The Sweet Shop’s Pierre Michel-Estival discusses his style and influences, as well as telling stories from behind the camera on shoot.
  The series, which directors discuss influences, passions and career highlights, recently featured Henry Busby, Andrew Lang, Camille Marotte, Mea Dols de Jong, Klaus Obermeyer, Eli Roth and Mate Steinforth.
  Who or what inspired you to be a director?
  I think I always wanted to tell stories. Cre
  
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• User experience and brand experience: two sides of the same coin?

  02-04-2018 08:08
  When it comes to comparing user experience (UX) and branding, it seems like everyone has an opinion.
  UX’s goal is to make sure that the user’s experience is as pleasant as possible whereas branding is there to ensure consistency throughout. At some point, design is going to get to where we must make decision between making a more agreeable experience for the user or maintaining brand identity. However, UX and brand identity overlap more than you might think. I always end up aski
  
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• Has Starbucks cracked the code in China?

  02-04-2018 08:03
  Starbucks' interactive coffee store Shanghai Reserve Roastery is the company’s highest grossing store, with daily sales double the amount the average US store makes in one week.
  The interactive coffee experience, which opened its doors in December, became the company’s highest grossing store within its first eight weeks of operation as Chinese consumers happily queued for more than two hours to get inside.
  The store, which is powered by Alibaba technology, enables consumers to place
  
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