Marketing news

• The Weather Channel forecasts addition of immersive AR tech and Michelin partnership to ecosystem

  05-04-2018 23:12
  Today, The Weather Channel revealed a new slate of programming and immersive mixed reality upgrades to their live weather presentation, as well as additional updates to the Local Now news service, at its Upfronts media breakfast. 
  The channel first announced a new partnership with interactive design consultancy The Future Group, utilizing augmented reality content to deliver custom, immersive mixed-reality experiences for its viewers. Viewers, The Weather Channel said, will soon see te
  
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• Nicki Minaj gets in the passenger seat of the Mercedes A-Class in new campaign

  05-04-2018 22:36
  We’ve all become accustomed to Jon Hamm’s assured delivery for Mercedes, but the brand takes a decidedly different tone in promoting its A-Class, featuring a more casual voice over and a cameo by pop star Nicki Minaj.
  In the campaign, ‘Just Like You,’ we see that the new Mercedes A-Class is kind of like a smart-phone on wheels, allowing for automation and personalization with plenty of shiny features. The campaign from Antoni in Berlin focuses on the way it adapts to the
  
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• Adidas looks to ‘create legends’ with 30,000 personalized videos at the Boston Marathon

  05-04-2018 21:54
  Roughly 30,000 runners will compete in the Boston Marathon on Patriot’s Day, and Adidas says it will create 30,000 unique videos for those 30,000 runners, delivered within hours after the race is over.
  The runners, along with half a million spectators, are there to accomplish a feat, celebrate milestones, support loved ones, pay tribute to those lost in the 2013 Boston Marathon bombing, and run for causes close to their hearts. Some legends will be created that day, and that’s the id
  
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• Programmatic television is speeding up, but agencies pose most critical hazard to success

  05-04-2018 21:27
  Oath is taking its unified adtech platforms on a road show to better help Madison Avenue appreciate its new-look offering; one that it hopes will blend the upper funnel reach of linear TV, as well as the sophisticated targeting of its streamlined adtech offering.
  Earlier this week, Business Insider reported that the Verizon-owned entity would overhaul its recently merged stack, as part of a process that will involve the closure of its earlier One TV division – previously part of the AOL fo
  
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• Carter Murray: A successful career starts with the right mentor – and lots of them

  05-04-2018 21:04
  Ironically, the more I advance in my career, the more I find that mentoring is still crucial to who I am as a leader and to my performance. Honestly, I always thought that the need for mentoring might diminish as I progressed; now I’ve found the opposite to be true. When I look at the leaders I admire most, they all demonstrate a will to listen and have an ability to make their best selves come through. They have a natural curiosity for people, business and life, and often they are na
  
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• 5 questions every digital marketer should ask themselves

  05-04-2018 20:32
  “Don’t mistake activity for achievement.” That’s what John Wooden, the Hall of Fame coach who won a record ten national basketball championships at UCLA, used to tell his players.
  I think this is precisely the trap that too many brands and sadly, too many agencies have fallen into. They’re making lots and lots of stuff against complex user journeys, optimized for multiple channels and touchpoints, and automated to target the “right person, right place, at the
  
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• Marketing’s Changemakers: how AT&T evolves ‘It Can Wait’ to keep it relevant

  05-04-2018 18:50
  Welcome to Marketing’s Changemakers, a series from The Drum that tells the stories of brands trying to change the world in ways both big and small. Here, we speak with AT&T’s assistant vice president of corporate brand marketing Ryan Luckey about ‘It Can Wait,’ the company’s distracted driving awareness campaign.
  For the past eight years, AT&T has made it its mission to decrease the number of car accidents caused by distracted driving.
  The brand’s ongo
  
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• Hertz celebrates the ‘her’ in its name as part of brand refresh

  05-04-2018 18:09
  Hertz is striving to appeal to women who frequently travel for business in its latest campaign, which comes as part of a larger brand refresh that includes a new logo and tagline.
  ‘Her In Hertz’ kicked off during Women’s History Month and will continue throughout the year, according to chief marketing officer Jodi Allen, who joined the company last year. Hertz’s chief executive Kathryn Marinello also joined the firm in 2017, making it one of the few Fortune 500 companies
  
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• Tinder inks first sports partnership with Manchester City

  05-04-2018 16:59
  Dating app Tinder has entered into the world of sport for the first time, inking a partnership with Manchester City.
  The sponsorship covers the men and women’s first teams as well as City Football Group sister club, New York City FC.
  The app – which operates in 200 countries, across more than 40 different languages – will give users access to exclusive content, match tickets and other stadium events.
  “Tinder is a huge global platform which, just like football, is bringing
  
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• Manchester City’s marketing boss on its decision to swipe right on Tinder

  05-04-2018 16:56
  The Manchester City and Tinder blimp getting ready to fly over Manchester. Photo credit: Dave Thompson/PA WireManchester City may have suffered a defeat against Liverpool in the Champions League last night, but it has the opportunity to clinch the Premier League title this weekend when it plays rival Manchester United at home. And it’s an achievement the club is marking with the launch of a multi-year partnership with Tinder.
  The dating app is showing its support for the club by turn
  
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• Soft drinks brands take up the sugar tax gauntlet with focus on innovation and premiumisation

  05-04-2018 16:46
  From consumers stockpiling Irn Bru to criticisms of Ribena for “sneakily” ruining its taste by reducing sugar, soft drink brands have been on a bit of a roller coaster ever since former chancellor George Osborne unveiled the ‘sugar tax’ in 2016.
  Officially called the Soft Drinks Industry Levy (SDIL), it comes into effect tomorrow (6 April) and will force soft drinks companies to pay a charge for added sugar. Under the two-band system, drinks that contain 5g of sugar or mo
  
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• Real Madrid inks a video content deal with Samsung

  05-04-2018 16:32
  Real Madrid has announced an exclusive video content partnership with Samsung.
  As part of the partnership, Samsung, an existing regional partner of the club, will offer exclusive content via Twitter to Real Madrid.
  According to Market4Place, fans will be able to see interviews with the players, access to the comments of the dressing room after the matches, press releases of the coach, goals and better plays of the training on the club's official Twitter profile.
  Simone Tomassetti, head of s
  
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• Stats the way to do it: how to use data in your written content

  05-04-2018 16:25
  Journalists love a good statistic. I certainly did, and there are many ways in which the lessons from journalism can help to improve your content. For me, the use of statistics is a key one of those. 
  Why are statistics important? 
  They capture attention
  Figures help us understand scale and scope. Why say something is a ‘major investment’ when you can say ‘more than £5m pounds’ or ‘lots of people’ when ‘more than 250,000’ would be m
  
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• Coca-Cola launches campaign to talk up its ‘uniqueness’ ahead of the sugar tax

  05-04-2018 16:24
  Coca-Cola is launching a marketing campaign for Coca-Cola Classic that aims to reinforce its “uniqueness and specialness” just as the sugar tax comes into effect, forcing up the price of Coca-Cola’s flagship product.
  The ‘We Do’ campaign goes live tomorrow (6 April), the same day the tax comes into force, and will run for four weeks across outdoor and social media. It will focus on the heritage of the brand and how the recipe hasn’t changed since its invention
  
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• What's to come for RPA's imaginary friends effort to help kids with cancer

  05-04-2018 15:57 via campaignlive.com
  The campaign has had tremendous impact since launching last fall.
  
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• Coke celebrates enduring recipe of classic product in new campaign

  05-04-2018 15:40 via campaignlive.co.uk
  Coca-Cola is marking the introduction of the long-awaited sugar tax with a campaign emphasising that the brand's full-sugar variant is here to stay.
  
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• Creative Director's Choice: Simona Ternblom of Critical Mass discusses Ikea's ‘Where life happens’

  05-04-2018 15:08
  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, Critical Mass creative director Simona Ternblom discusses Ikea's ‘Where life happens’ campaign by Swedish agency Åkestam Holst.Simona Ternblom, creative director at Critical Mass
   
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  Where home décor is concerned, most ads, blogs, and so
  
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• Ad of the Day: Elizabeth Banks directs Tommy John ad about awkward underwear adjustments

  05-04-2018 15:00
  Underwear brand Tommy John has enlisted actor and director Elizabeth Banks to pull the humor out for the brands first women's underwear advert.
  The ‘Little Adjustments’ campaign promotes the brand’s debut women’s collection. The 10-year old-brand, most known for bringing a new spin on men’s underwear, has previously brought humor to the underwear space with partner and investor Kevin Hart.
  For the new campaign, Tommy John worked with long-time cr
  
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• The full run-down of the UK’s marketing and media gender pay gap

  05-04-2018 14:56
  UK businesses have revealed the extent of the nationwide gender pay gap today, after a government deadline for companies with over 250 employees to publish gender pay data passed overnight.
  The Drum has delved into the mass of data published – which includes over 10,000 employers and UK businesses – and pulled out the relevant figures. Below, you’ll find the eligible agencies and media companies with the smallest and biggest gender pay gaps in favour of men.
  The figures fr
  
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• Target launches voice-activated coupon, Tinder tests video feature: International round-up

  05-04-2018 14:30
  Tinder tests out a short video feature
  Dating app Tinder has unveiled a new video feature called ‘Tinder Loops’ that allows users to upload two-second videos alongside photos.
  The company says the gif-like videos will first be tested on the platform in Canada to see how users respond to loops before potentially rolling it out across other markets. Tinder says the two-second videos should help highlight users’ personalities, meaning they are more likely to be ‘right-swiped
  
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• Coca-Cola plays up heritage in fresh ad campaign amid sluggish British sales and impending sugar tax

  05-04-2018 14:15
  Coca-Cola is betting big on its 132-year-old recipe for a UK-wide campaign focused on the “original and authentic” taste of its flagship classic product as the brand faces both the challenge of putting the fizz back into sales and figuring out how to market smaller bottles at higher price points.
  Launching on Friday (6 April), the same day the UK government intends to impose a ‘sugar tax’ on soft drinks companies, the brand’s ‘We Do’ campaign is centred
  
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• Bare rebrands to become Darling as it integrates with RSA Films

  05-04-2018 14:11
  RSA Films has announced the integration of Bare Films Productions, which will see its directing roster and staff join the London-headquartered commercial production company.
  The integration will include a rebrand of Bare Films to become Darling, which will be headed up by joint managing directors Clare Timms and Kelly Doyle, as well as Kat Downs, its head of new business and executive producer.
  RSA managing director, Kai Hsiung, said: “We’re looking forward to exploring new productio
  
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• Death threats, physical assaults and suicide bombers - all in a day’s work for Skateistan’s founder

  05-04-2018 13:52
  Ahead of the launch of diversity focused masterclass ‘RARE’, which will be part of the D&AD Festival, one of the program’s Creative Leaders and trainers, Oliver Percovich talks to Ogilvy’ & Mather's art director, Ran Stallard about the challenges of starting an organisation in a war-torn country, mentors as ‘secret weapons’, and the importance of asking for help when you need it.
  Oliver Percovich is the founder of Skateistan, an award-winning inte
  
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• MAA goes into administration

  05-04-2018 13:19 via campaignlive.co.uk
  The Marketing Agencies Association has been put into administration, placing its future into doubt.
  
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• If Sorrell really wants it, he can fight back and win

  05-04-2018 13:11
  Sir Martin Sorrell is not one to take it lying down and his people should beware of underestimating the 73-year-old.
  This one-man PR tornado is not afraid of a scrap, in fact, he relishes it.
  Unlike Caesar, Sorrell's used to a knife or two in the back and always survives. Expect him to fight back. He's the hard-bitten war horse who's not afraid of any flak or a few bombshells. He's said he'll only retire when they shoot him. 
  The kind of ‘unbiased’ inquiry su
  
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• Online donations boost for War Child courtesy of CTI Digital

  05-04-2018 12:50
  The charity War Child has seen a 96% increase in year-on-year donations following the launch of a new web platform courtesy of Manchester based CTI Digital.
  The digital agency was tasked with producing a new live site in time for Christmas, developing the War Child UK website while adding a series of digital features including petition signing and direct debit donations and adding a series of additional features to the extendable Drupal platform.
  Dave O’Carroll, head of digital at War Chil
  
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• Sainsbury’s overhauls Nectar scheme to ‘genuinely reward loyalty’

  05-04-2018 12:44
  Sainsbury’s is overhauling its Nectar loyalty scheme, making it digitally-led and app-based for the first time and shifting rewards away from being based just on how much is spent as it looks to “genuinely reward customers” for choosing Sainsbury’s more often.
  The changes, which are being trialled at its Isle of Wight stores, will see customers receive points based not just on how much they spend, but also on how frequently they shop and how long they’ve been shoppi
  
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• How one adtech company is aiming for the transparency 'sweet spot'

  05-04-2018 12:22 via campaignlive.co.uk
  Programmatic tech company Sizmek has been completely restructuring itself to survive in a media climate that has put ad tech under a microscope.
  
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• Business on the Move: Eithad, Jim Beam, Anglia Ruskin University, and more

  05-04-2018 12:00
  Welcome to The Drum's Business on the Move section, where each week we collate agency account wins, reviews, agency launches, rebrands and acquisitions.
  Agency wins
  Etihad Airways has added BBD Perfect Storm to its agency roster following a competitive and creative pitch against both UAE and international agencies.
  Jim Beam has awarded a portion of its creative account to Adam&Eve/DDB. The brand has said that it will divide creative responsibilities between Adam&Eve and in
  
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• Beefeater Gin rolls out global campaign for pink variant

  05-04-2018 11:50
  Beefeater Gin has introduced a strawberry flavoured pink gin to tickle tastebuds in the hopes of establishing a more fun reputation. 
  Beefeater Pink has launched by independent agency Impero across 12 markets this summer complete with a new visual identity and creative campaign spanning out-of-home, on-trade and social media.
  Michael Scantlebury, creative director at Impero, said: “With the gin market booming and new products launching on a weekly basis, half the battle is standi
  
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• Amnesty International calls in ‘Troll Patrol’ to police ‘toxic’ Twitter

  05-04-2018 11:31
  Amnesty International has revealed it's 'Troll Patrol' on  Twitter to catalogue abusive tweets aimed at women in the hope of devising an algorithm to automatically delete the offensive content in the future. 
  The human rights organisation singled out the network in its scathing #ToxicTwitter report, which was released two weeks ago revealing the social media site is failing women. It showed how those seeking to harass and abuse were subverting the social network for their own ends
  
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• SpotX partners with Switch Media to produce digital product offering AdEase

  05-04-2018 11:29
  Online video advertising platform SpotX has partnered with Switch Media, a cloud based streaming company, to produce AdEase, a multi-screen digital product offering.
  The partnership allows broadcasters working with SpotX to take full advantage of Switch Media’s AdEase, improving the user experience and increasing engagement by providing one continuous video stream without any buffering during live TV and video on demand.
  “Delivering targeted ads on live linear OTT feeds for sports an
  
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• Pinterest's VP of ads Jon Alferness exits after less than a year in the role

  05-04-2018 11:11
  Pinterest has confirmed that its recently appointed senior vice-president of ad products Jon Alferness is no longer with the business. 
  Alferness joined Pinterest in July 2017, he was promoted to succeed departing president Tim Kendall in December. In February of this year, he returned to overseeing ad products exclusively after Pinterest hired former Square exec Francois Brougher as chief operating officer. 
  His departure will see Pinterest's consumer and ad p
  
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• Turn volatile, uncertain, complex and ambiguous challenges into opportunities

  05-04-2018 11:07
  As GDPR and Brexit are fast approaching, businesses tend to throw a safety net over themselves and limit the options they are willing to consider with their company.
  I’ve been exploring how digital marketers can mitigate the risks of operating in a VUCA (volatile, uncertain, complex, and ambiguous) environment, and this cautious approach is not actually the safest option. When it comes to brands’ paid media strategy for businesses, looking to go international in a bid to increase pot
  
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• Shell brings Brand ID experience to Museum of Brands exhibition

  05-04-2018 10:59 via campaignlive.co.uk
  Shell is launching an exhibition to showcase the brand's history at the Museum of Brands.
  
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• Disney and StarHub collaborate to deliver entertainment to Singapore fans

  05-04-2018 10:53
  The Walt Disney Company Southeast Asia (Disney) has announced a two-year partnership with StarHub.
  The collaboration will see Disney deliver Marvel 360-degree entertainment to StarHub customers through experiential events such as screenings of Marvel Studios movies and promotions. 
  The first activation will kickoff with a Facebook contest, which is open to all StarHub customers. One fan will get an opportunity to win a pair of VIP fan box tickets to meet with Robert Downey Jr (Iron Man
  
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• Sainsbury’s sweetens Nectar rewards with app and card refresh

  05-04-2018 10:47
  Sainsbury’s is looking to sweeten its Nectar loyalty card with a voluntary trial overhaul of its loyalty scheme kicking off in the Isle of Wight from 12 April, ahead of a potential nationwide rollout.
  Instead of earning points directly on each pound spent the onus will be on shoppers to choose specific offers that they wish to earn, a process that will be eased through the concurrent launch of a new app and card.
  This will enable the supermarket giant to target individual offers based on h
  
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• Inside the 'cybernetic newsroom' where Reuters' robots are great at research but not at writing articles

  05-04-2018 10:40
  Reuters, the historic news agency that once delivered its reports by pigeon courier, is building what it is calling the world’s first 'cybernetic newsroom'.
  The 166-year-old organisation is a global pioneer in using Artificial Intelligence (AI) in news gathering and has created two major programmes; one that enables it to laser in on breaking news from clusters of comments on social media, and another to unearth business stories by using algorithms to comb its vast banks of financial data.
  
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• Immediate Future shares tips on how to enter and win awards

  05-04-2018 10:30
  On the back of a successful run in 2015 and 2016 at The Drum Social Buzz Awards, Immediate Future said it won £1m in business from a major financial brand.
  Chief executive officer at the social media agency, Katy Howell explained how this came about and why even getting an award nomination is such a big deal, at The Drum and Sun Arms.
  How did you win £1m business from The Social Buzz Awards?
  We got on the radar of a big financial brand, with three other very well-known network agenci
  
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• Ryanair, Telegraph Media Group and JWT among worst gender pay gap offenders

  05-04-2018 09:22 via campaignlive.co.uk
  All UK companies employing 250 people or more are now expected to have published gender pay gap figures - and the results make for some uncomfortable reading for the marketing, advertising and media sectors.
  
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• RSA grows with new production venture from Bare Films

  05-04-2018 09:19 via campaignlive.co.uk
  RSA Films, the global production company founded by directors Ridley and Tony Scott, has expanded with a joint venture with Bare Films.
  
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• How to use email marketing effectively

  05-04-2018 08:00
  Email marketing may not be seen as the most exciting channel – it is often referred to as a little tired and uninspiring – but nevertheless it remains central to many brands’ communications strategies. And while some predicted its demise a few years ago when social media became increasingly dominant, its death is by no means imminent.
  In fact, thanks to the arrival of new technologies, which are making it “more interesting and engaging”, email is experiencing someth
  
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• Flipkart's director of brand marketing: 'Businesses should proactively create policies that enable diversity'

  05-04-2018 05:00
  Indian e-commerce giant Flipkart recently launched a campaign to celebrate progressive dads calls #PenguinDads, inspired by the male penguin which takes on a very active role as a parent.
  The campaign saw not just Flipkart's but other companies executives change their LinkedIn profile pictures to the picture with their kids and elaborate on tough choices made at work to share the task of parenting.
  According to Flipkart, the penguin dad is considered one of the ‘best dads’ in the ani
  
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• Flipkart on #PenguinDads: 'Businesses should proactively create policies that enable diversity'

  05-04-2018 05:00
  Indian e-commerce giant Flipkart recently launched a campaign to celebrate progressive dads calls #PenguinDads, inspired by the male penguin which takes on a very active role as a parent.
  The campaign saw not just Flipkart's but other companies executives change their LinkedIn profile pictures to the picture with their kids and elaborate on tough choices made at work to share the task of parenting.
  According to Flipkart, the penguin dad is considered one of the ‘best dads’ in the ani
  
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• Mark Zuckerberg on Facebook's latest privacy audit: ‘Clearly we should have done more’

  05-04-2018 01:23
   
   
   
  Facebook chief executive Mark Zuckerberg today (April 4) outlined the company's latest moves to address public fears over the extent of data scraping in a rare live Q&A with the media; updates that come as its privacy scandal rumbles on.
  The updates also come the same day as the social network disclosed that the information on up to 87 million Facebook users "may have been accessed improperly" by Cambridge Analytica as part of its recently announced privacy aud
  
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• UK firms acknowledge gender pay gap, but claim there’s no discrepancy in their office

  05-04-2018 01:00
  UK businesses have a median hourly pay gap of 18.4% between men and women, however while four in five financial decision makers believe there to be disparity up and down the country, just one in five would admit it happens within their own company.
  With the government deadline for firms with over 250 staff to admit their own gender pay gaps having just passed today (4 April), YouGov has released data detailing how financial decision makers view the broader numbers.
  Of around 500 respondents
  
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