Marketing news

• How UK real estate disruptor Purplebricks is staking its claim in the US

  10-04-2018 23:21
  Four years ago, Purplebricks came onto the real estate scene in the UK with a unique proposition: instead of dealing with pricey commissions, home sellers who go with Purplebricks as their real estate agent only pay a fixed-rate fee of £849, regardless of whether their home is sold.
  The model has proven so successful that Purplebricks expanded into Australia just two years after its UK launch in 2014. Last year, the online real estate firm made its first foray into the US when it set up sh
  
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• 4A’s clamps down on brand safety with launch of Advertising Protection Bureau

  10-04-2018 21:55
  The 4A's announced at its Accelerate Conference today the formation of a brand safety task force, called the Advertiser Protection Bureau (APB).
  Through this bureau, agencies will share the collective responsibility of achieving what the trade body calls “Advertising Assurance,” or how the association defines its efforts to enforce environments where brands and consumers can coexist with trust.
  This new bureau will allow agency groups to work together for the good of all the brands t
  
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• 22squared partners with National Organization for Women to mark Equal Pay Day with ‘EqualiTees’

  10-04-2018 18:59
  The gender wage gap takes center stage today (April 10) in a new campaign to draw attention to Equal Pay Day, and it shows that equal pay is still potentially a long ways off.
  Agency 22squared has partnered with the National Organization for Women (NOW) to mark Equal Pay Day and help close the gender wage gap, with ‘EqualiTees.’  The mocked up tee-shirts tout that women are now earning as much as men. The catch is, they’re back ordered for 101 years.
  In a creative partners
  
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• Under Armour, Nike, Apple: The top 10 YouTube ads in March

  10-04-2018 18:33
  1. Under Armour: Anthony Joshua – Your greatest opponent is you
  Ahead of his heavyweight title fight against Joseph Parker, Under Armour released a campaign featuring Anthony Joshua. The ad shows the boxer, who is sponsored by the brand, focusing on his mental preparation for the fight and how athletes face a battle against the voice in their head to reach their full potential. Joshua went on to win the fight.
  Creative agency: Lucky Generals
  Media agency: DigitasLBi
  2. Adidas: See Creativi
  
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• Hardee’s breaks from Carl’s Jr with a dedicated campaign

  10-04-2018 18:17
  Carl’s Jr and Hardee’s have been mainly the same restaurant – a popular burger chain – with only the name and US region as a difference. That’s changed recently, as chain owner, CKE Restaurants, decided to separate the two and give Hardee’s a voice of its own.
  A new campaign celebrates the distinct customer, food culture, and voice Hardee’s has in popular US food culture, and it’s one that looks distinctly middle America.
  For the first time in near
  
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• How ASOS used Instagram to boost recall and awareness

  10-04-2018 18:02
  The post How ASOS used Instagram to boost recall and awareness appeared first on Marketing Week.
  
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• Samba TV secures $7.5m investment from Liberty Global

  10-04-2018 17:58
  International cable company Liberty Global has invested $7.5m in Samba TV, a data and analytics firm that uses integrated TV data from multiple sources to help advertisers and broadcasters understand the viewership habits of today’s consumers.
  According to Samba TV, the funding will be used to expand the San Francisco-based company’s TV audience platform footprint and “bring essential TV insights making audiences more addressable and measurable for agencies, brands and broadcas
  
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• Facebook's Ed Couchman joins Snap as UK general manager

  10-04-2018 17:55 via campaignlive.co.uk
  Snap has poached Facebook's Ed Couchman to be its UK general manager.
  
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• Is it time to take the entertainment out of charity messaging?

  10-04-2018 17:23
  Celebrity specials, red nose days, social media challenges for charity appeals, Children in Need. What do all these have in common? They all use positivity and humour to celebrate good causes. In fact, when it comes to charities, a hard-nosed approach to suffering no longer appears to appeal to the hearts of the Brits. 
  We asked The Drum Network members if they think this approach is necessary for raising awareness, and if marketing has a responsibility to shift people&r
  
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• P&G shakes up agency models as it puts the focus back on creativity

  10-04-2018 17:07
  Procter & Gamble (P&G) is shaking up its advertising by creating three new agency models that seek to reinvent agency relationships and maximise efficiency.
  One of the most significant changes is the creation of a multi-agency group that combines talent from rival agencies and is dubbed the ‘People First’ model. The currently unnamed agency group will bring together creatives from Publicis, WPP and Omnicom and is being headed up by Andrea Diquez, chief executive of Publicis G
  
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• Britvic begins creative pitch for new brand portfolio

  10-04-2018 17:06 via campaignlive.co.uk
  Britvic has kicked off a search for a creative agency to handle its portfolio of new beverage brands targeting adults.
  
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• Propercorn reworks logo, collaborates with seven artists for brightened pack refresh

  10-04-2018 16:16
  Propercorn has distanced itself from monochrome illustrations in order to embrace its colourful, playful roots in what it’s calling its biggest ‘brand evolution’ to date.
  The popcorn brand, which has gone through three redesign phases since it was founded in 2011, has also unveiled a reworked sans serif logo and typeface. The former now features an italic script, while the latter has been designed to make its flavour names clearer.
  Show me entity :: 19315
  These seven flavours h
  
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• Tanya Joseph: ‘Challenge, flag, report’ should be brands’ response to online abuse

  10-04-2018 16:10
  A man walks into a pub. He sees another man hurling abuse at a third bloke who is sitting in the corner.
  Actually, let’s not make this about an anonymous man but about you. You walk into a pub, and you see one person hurling abuse at another. It is vile horrible stuff – racist, misogynistic, ugly language.  What do you do?
  Well, I would check out the first bloke and depending on how big and how angry he was I would either go up to him directly and tell him to lay off or go the m
  
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• Does the industry place too much focus on the cult of superstar leadership?

  10-04-2018 15:47 via campaignlive.co.uk
  An uncomfortable week for Mark Zuckerberg and Sir Martin Sorrell raises questions about media and advertising's dependence on figureheads.
  
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• Lords call for regulators to investigate Google and Facebook's digital ad market dominance

  10-04-2018 15:45 via campaignlive.co.uk
  A group of senior peers has called on the UK competition watchdog to investigate whether Facebook and Google's dominance means the digital advertising market is working fairly for businesses and consumers.
  
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• Lords call for investigation of Google and Facebook's digital ad market dominance

  10-04-2018 15:45 via campaignlive.co.uk
  A group of senior peers has called on the UK competition watchdog to investigate whether Facebook and Google's dominance means the digital advertising market is working fairly for businesses and consumers.
  
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• The Drum Online Media Awards 2018 shortlist announced

  10-04-2018 15:14
  The Drum Online Media Awards judging has come and gone and the nominees for 2018 can be announced.
  2018's entries covered a diverse breadth of material in journalism within categories like Podcast of the Year, National News Site of the Year and Specialist/Local News Site of the Year.
  Member of the judging panel and co-founder of WikiTribune, Orit Kopel said: “The cardinal role of journalism is clearly taking priority and there is a substantial effort to deliver high quality news
  
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• MediaCom North to serve as 'an extension' of Pentland Brands as lead media agency

  10-04-2018 15:09
  Pentland Brands has brought aboard MediaCom North as its lead media agency as the fashion holding group continues to streamline its agency partnerships and bring talent in-house.
  MediaCom North will work with Pentland Brand's considerable in-house creative team across the suite of brands including Speedo, Berghaus and Ellesse. It is charged with leading the planning and buying for online and offline marketing efforts across the globe - particularly with Pe
  
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• Holding companies put competition aside to launch brand safety bureau

  10-04-2018 14:55 via campaignlive.com
  Media agencies across IPG, Omnicom, WPP, Dentsu, MDC and more are coming together.
  
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• How the Creative Mentor Network is helping advertising's diversity problem

  10-04-2018 14:21 via campaignlive.co.uk
  The organisation visits Havas and other agencies to train creatives to become mentors for college students from diverse backgrounds.
  
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• Electoral Commission targets pub goers with beer mat voter registration campaign

  10-04-2018 14:14
  The Electoral Commission is headed down the pub as part of its ‘Got 5’ initiative, encouraging people to register to vote with an innovative beer mat campaign.
  With only one week left until the register for May's elections closes, the commission has sent almost 1m beer mats to more than 900 pubs and bars across England with the hope UK boozers will sign up to vote.
  The campaign was devised from the insight that a third of voters under 34 were not registered to vote in the local
  
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• Charities cannot afford to forget about their existing donors

  10-04-2018 14:08
  In the charity industry, the process of acquisition is expensive. The balance of spend is disproportionately skewed towards securing new donors, supporters and believers, seizing their attention and delivering their details to CRM systems. Whether it's ‘£2 a month’ or ‘remembered in your will’, charities are adapting their strategies to ensure the much needed cash trickles into their coffers.
  The Charity Commission of England and Wales is charged with protecting cha
  
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• Vice dares Facebook users to burst the filter bubble by liking posts they hate

  10-04-2018 14:02 via campaignlive.co.uk
  Vice is encouraging people to consider other worldviews by bursting the bubble of their Facebook news feed and liking posts they hate.
  
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• PubMatic and Sizmek ink SPO pact to answer advertisers' transparency call

  10-04-2018 14:02
  Adtech outfits PubMatic, and Sizmek have today (April 10) announced a global supply path optimization (SPO) partnership with Sizmek, as research suggests that the programmatic market will top $46bn in the US this year. 
  The partnership means that Sizmek now includes sell-side platform (SSP) PubMatic in its network of preferred publisher platforms in a pairing they hope will consolidate programmatic ad spend, providing advertisers with more transparency.
  It means that Sizmek will also work w
  
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• Baileys, Hotel Chocolat and Brita to activate at London Coffee Festival

  10-04-2018 13:56 via campaignlive.co.uk
  An Espresso Martini Bar, a chocolate masterclass and a focus on the quality of water are among the brand activations at this year's London Coffee Festival.
  
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• Samsung portrays the emotional bond between mother and daughter in latest TVC

  10-04-2018 13:30
  Samsung has showcased the strong bond between a mother and daughter in its latest TVC introducing its new digital inverter refrigerator range.
  The spot conceptualised by Cheil features a young working woman gifting her mother a refrigerator that runs on both inverter and solar power.
  In the film, the mother is seen entering the daughter’s house while she is away at work. The mother brings a pudding that she has prepared for her daughter, popping it in her daughter’s fridge
  
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• Turkey of the week: Lloyds beach party smells of the stables

  10-04-2018 13:03 via campaignlive.co.uk
  If Lloyds had a horse for every problem with this ad, they'd have this ad.
  
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• Marketoonist on marketing at the point of sale

  10-04-2018 13:03
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on marketing at the point of sale appeared first on Marketing Week.
  
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• Ad of the Day: Veloretti puts a middle finger up to cars with a 76km bike ride

  10-04-2018 12:24
  Dutch bike brand Veloretti has mixed technology with cycling in a bid to prove that bikes are the future.
  The 'Future Belongs to Bikes' campaign follows a coder cycling through the areas of Amsterdam not often featured on postcards, while a computer tracks his data and location in real time.
  The machine reveals the 76.8km journey throughout the cycle-friendly city sketched out the message, ‘Fuck cars’. 
  Created by Anomaly, the campaign takes inspiration from
  
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• American Apparel plans 'sexy but not sexualised' UK relaunch

  10-04-2018 12:15 via campaignlive.co.uk
  Controversial fashion brand American Apparel is relaunching in the UK under new management and has chosen creative and strategic media agency Thinking Juice for support.
  
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• M&C Saatchi acquires Scarecrow to expand its creative strength in India

  10-04-2018 12:01
  M&C Saatchi Worldwide has acquired creative agency Scarecrow in Mumbai, to strengthen its presence in India.
  As part of the acquisition, the new entity will be called M&C Saatchi Scarecrow and will continue to be led by its three founders-Manish Bhatt, Raghu Bhatt and Arunava Sengupta. Also, this will be M&C Saatchi's second office in India after Delhi.
  M&C Saatchi founder Lord Maurice Saatchi, said: “When I look at Scarecrow’s story over the last eight years and
  
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• ANA brings back 'Journey by Design' campaign to promote Japan

  10-04-2018 11:53
  Air Nippon Airways has launched part two of its 'Journey by Design' campaign, which will again use influencers to promote Japan as a travel destination.
  The Japanese airline launched the first part its ‘Journey by Design’ campaign in 2017 to highlight the benefits of flying with ANA and showcase its domestic network.
  Part two of ‘Journey by Design’ will see influencers like WiriWiri and Chanagan from Thailand, Chloe Nguyen (Vietnam), The Smart Local (Singapore), Josephine
  
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• UK marketers say GDPR poses a greater digital challenge than transparency or brand safety

  10-04-2018 11:45
  Amid an increased focus on protecting consumer data and the threat of multi-million fines for non-compliance, UK marketers have cited the impending General Data Protection Regulation (GDPR) legislation as being their biggest challenge in the digital advertising arena for the year ahead.
  A study from measurement and analytics firm Integral Ad Science (IAS), has found that a significant 89% of UK brand marketers said GDPR was a top priority for 2018. On the agency side, 68% of professionals agreed
  
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• Turner prioritises Bleacher Report through creation of ‘chief brand officer’ role

  10-04-2018 11:31
  Media conglomerate Turner is to invest in its Bleacher Report website, a brand aimed at milllenial sports fans, by recruiting Ed Romaine to the newly established position of chief brand officer.
  Dovetailing with the launch of a new live sports streaming service, appropriately named Bleacher Report Live, the move will see Romaine head up all marketing activities while overseeing its sales marketing team – reporting directly to chief marketing officer Howard Mittman.
  Chief executive and
  
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• Social change campaigner Sue Tibballs to chair Campaigns for Good Awards judging panel

  10-04-2018 11:29 via campaignlive.co.uk
  Sue Tibballs, chief executive of social change and campaigning support charity The Sheila McKechnie Foundation, has been named chair of the judges for the inaugural Campaigns for Good Awards from Campaign, PRWeek, and Third Sector.
  
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• Haribo introduces Yorkshiremanchild to 'Kids' Voices' ads to promote reduced sugar recipe

  10-04-2018 11:10
  Following the introduction of the UK sugar tax last week, ​Haribo has flipped its continuing ‘Kids Voices’ campaign on its head by bringing in an adult-voiced young lad to promote its reduced sugar product.
  Quiet Storm’s latest spot for the global confectioner begins with a group of adults – voiced by children – discussing the merits of Haribo’s Fruitilitious sweets. A young boy in the lift interrupts the conversation to dra
  
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• Ad agencies don't represent the country we live in – and this needs to change

  10-04-2018 11:10
  As a creative leader, one of my ambitions is, obviously, to find new ways of doing things; reshaping products and services that might be perceived as tired, haggard, boring. In order to achieve creative greatness today, we must strive for greater inclusivity in our teams – not simply focus on diversity.
  Diversity is just the tip of the iceberg. Inclusivity means having a conscious intention to include people who might otherwise be excluded or marginalised.
  There are amazing working-class a
  
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• Sushi chain Yo! appoint digital agency Ridgeway

  10-04-2018 10:16
  Japanese streetfood and sushi chain Yo! has appointed digital agency Ridgeway to rebuild the company’s UK and US websites.
  The website was built on the Kentico CMS platform and highlights the restaurant food’s provenance, while also showcasing the quality and variety of the menu. The site has been designed to produce a more integrated approach to exploring the menu listings, finding restaurants and ordering takeaway dishes via online delivery site Deliveroo. Yo!, now in its 21st year
  
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• The Mission bolsters London presence with £14.5m Krow Communications acquisition

  10-04-2018 10:05
  Marketing services group The Mission is ramping up its integrated presence in London with the acquisition of independent agency Krow Communications.
  The deal, valued at up to £14.5m over three years, will see The Mission integrate Krow with its own Bigdog agency, with both operating from joint offices within the capital to benefit from shared opportunities, marketing experience and creativity.
  This new alignment will see Bigdog and Krow both retain their own distinct br
  
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• McCann wins first blockchain client

  10-04-2018 09:58 via campaignlive.co.uk
  McCann Birmingham has been selected to provide design and creative services for blockchain-based recruitment platform Job.com.
  
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• Tesco above-the-line adspend surges as rivals retrench

  10-04-2018 09:42 via campaignlive.co.uk
  Tesco increased the amount it spent on "traditional" media by more than two-thirds last year, data from Ebiquity shows.
  
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• Watershed moment for obesity campaigners as social media junk food ad ban looms

  10-04-2018 09:36
  The UK government is investigating fresh curbs on junk food advertising on social media in an effort to contain spiraling levels of obesity in Britain.
  Reports in The Times suggest that among the options currently on the table is a blanket 9pm watershed for food and drink advertising for products high in sugar, salt and fat as well as measures to force restaurants to label unhealthy foods.
  Such a regime would be significantly tighter than the present situation, which allows advertisers to promot
  
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• The Glitch introduces new branded content platform called Flux

  10-04-2018 09:35
  GroupM's The Glitch has introduced its content division Flux which aims to empower brands by providing a meeting point between the consumer and the brand.
  Flux will have two verticals known as Creator Lab and Content Studio. Creator Lab will work as an incubator for brands while Content Studio will focus on long term requirements of the clients.
  Meanwhile, the agency also announced that Saransh Agarwal has been elevated to lead content strategy and business for Flux and will repor
  
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• Why AB went back to the future with its latest recruitment drive

  10-04-2018 09:30
  We recently decided to create a recruitment video for distribution on social media and opted to go the humorous route, channeling the style of a promotional film from the 1980s (above). The idea was to be a bit different from the other ads out there looking to attract digital talent, to demonstrate what a relevant and rapidly evolving industry we work in and to highlight the benefits of our location in Devon. It was lots of fun to put together and made the team at AB focus on how much technologi
  
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• P&G's Marc Pritchard: ‘We are reinventing the agency models to get the best creativity’

  10-04-2018 09:00
  P&G chief marketing officer Marc Pritchard says the company's new dedicated agency – which will break ground by bringing talent from competing holding groups together under one roof – will improve not just the company's bottom line but also its creative output.
  The 'People First' agency will operate from P&G’s New York office, led by Andrea Diquez, chief executive of Publicis Groupe's Saatchi & Saatchi. It will combine Publicis talent with that o
  
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• P&G's Marc Prichard: ‘We are reinventing the agency models to get the best creativity’

  10-04-2018 09:00
  P&G chief marketing officer Marc Pritchard says the company's new dedicated agency – which will break ground by bringing talent from competing holding groups together under one roof – will improve not just the company's bottom line but also its creative output.
  The 'People First' agency will operate from P&G’s New York office, led by Andrea Diquez, chief executive of Publicis Groupe's Saatchi & Saatchi. It will combine Publicis talent with that o
  
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• Kellogg’s ecommerce director on why his role soon won’t be needed

  10-04-2018 08:33
  Kellogg’s is increasing its focus on driving ecommerce sales, particularly in the snacking and convenience space, but its ecommerce director believes the need for people purely focused on driving digital sales will soon be redundant as it becomes part of a general marketer’s role.
  Speaking to Marketing Week Kellogg’s global ecommerce customer development director, Richard Gibbons, says the company has spent the past eight years dedicating resource to driving online sales. That
  
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• Kellogg’s ecommerce boss on why his role will soon be redundant

  10-04-2018 08:33
  Kellogg’s is increasing its focus on driving ecommerce sales, particularly in the snacking and convenience space, but its ecommerce director believes the need for people purely focused on driving digital sales will soon be redundant as it becomes part of a general marketer’s role.
  Speaking to Marketing Week, Kellogg’s global ecommerce customer development director, Richard Gibbons, says the company has spent the past eight years dedicated resource to driving online sales. That
  
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• Kellogg’s ecommerce boss on why his role soon won’t be needed

  10-04-2018 08:33
  Kellogg’s is increasing its focus on driving ecommerce sales, particularly in the snacking and convenience space, but its ecommerce director believes the need for people purely focused on driving digital sales will soon be redundant as it becomes part of a general marketer’s role.
  Speaking to Marketing Week Kellogg’s global ecommerce customer development director, Richard Gibbons, says the company has spent the past eight years dedicating resource to driving online sales. That
  
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• Krow sells to The Mission in £14.5m acquisition

  10-04-2018 08:28 via campaignlive.co.uk
  Krow Communications has sold to marketing services group The Mission in a deal worth up to £14.5m.
  
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