Marketing news

• Why is inconsistent branding so prevalent in B2B organizations?

  12-04-2018 22:31
  Do you recall the last time a B2B brand really impressed you? It’s not surprising that most people can’t answer that question. Even if you can come up with an example, there is a good chance that you were only slightly impressed or were maybe also let down by the brand in the end.
  Let’s say you received an email from a brand that enticed you to click with a catchy headline and delivered content that was industry-related and insightful. Then, you visit their website but find you
  
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• Hennessy highlights historic cycling champion Marshall ‘Major’ Taylor in latest campaign

  12-04-2018 22:17
  Even if you are a cyclist, you may not recognize the name Marshall ‘Major’ Taylor. Cognac brand Hennessy, however, is bringing back the memory of the man who was at one time the world’s best bicycle racer.
  Hennessy has launched ‘Major,’ the fifth installment of the brand’s ‘Wild Rabbit’ campaign. The creative, by Droga5, brings to life the spirit of Hennessy’s ‘Never stop. Never settle,’ mantra through the remarkable story of Tayl
  
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• Barton F. Graf adds Caroline Winterton as CEO as founding members Robinson and Janness exit

  12-04-2018 21:47
  Barton F. Graf announced the appointment of Caroline Winterton as the agency's next chief executive, beginning May 7.
  Winterton has been a partner at Grey, overseeing Kellogg's, Downy, Febreze, Bose and Walgreens. Prior to joining Grey, Caroline was the executive group director at TBWA\Chiat\Day in New York, running McDonald’s, multiple Kraft brands and Vonage.
  Winterton also spent time at Wieden+Kennedy, on Jordan brand, Motorola and Jaguar at Ogilvy, and worked client-side at Sirius
  
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• Future proofing for diverse talent in sports marketing

  12-04-2018 21:37
  Harnessing its vast experience and track record in the advertising and marketing industries, global executive search and M&A advisory firm Grace Blue is expanding into the sports and gaming industry, a unique opportunity as, according to PwC, the North American sports industry is poised to grow to over $78bn by 2021.
  With deep experience in the field, Eric Guthoff recently joined the firm as a partner from GlideSlope, a global sports advisory firm he co-founded in 2010. Guthoff and Grac
  
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• Superunion reinforces leadership team with hire of Interbrand vet Ross Clugston

  12-04-2018 21:24
  Superunion has announced its welcome of Ross Clugston to the title of executive creative director in the US.
  In his new role at the WPP branding conglomerate, Clugston will leverage his expertise in tech and healthcare, and foster collaboration across agency disciplines from creative to strategy to finance.  
  Clugston was most recently at Interbrand as creative director for its San Francisco and New York offices. Some of the clients he worked on during his time at the Omnicom shop incl
  
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• How Ted Baker is creating deeper connections through experiences

  12-04-2018 21:01 via campaignlive.co.uk
  Ted Baker, the fashion retailer, is using a longer-term experience to connect with consumers on a "deeper level".
  
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• National Lottery secures primetime draw slot on ITV

  12-04-2018 18:19
  ITV will broadcast Camelot’s Lotto show in the middle of its busiest spot on a Saturday night, expanding the reach of the lottery across the UK.
  A 90-second slot will air this Saturday (14 April) informing the public of the move and teasing competitions in the following weeks where cash prizes will be made available. It will debut during Britain’s Got Talent.
  The new partnership will run in conjunction with current National Lottery results-checking options. This includes the voiced d
  
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• Why one startup is investing 100% of its crowdfunding into marketing

  12-04-2018 18:05
  When launching any new business knowing when to start marketing the offer is key. Too early and customers might be turned off by glitches that still need to be fixed. But too late and what was once a unique proposition could be seen as dated and no longer new.
  It’s a dilemma Olivia Cantillon, co-founder of editorially-led shopping platform Own The Look is all too familiar with. Having spent a number of years working as a fashion and beauty editor on women’s magazines, she spotted wha
  
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• Vertical filmmakers winning in brand and video creation on mobile

  12-04-2018 18:00
  Trying to cram an ad designed for television into a mobile screen doesn’t work. The vertical space needs its own creative, so splicing ads meant for a bigger screen doesn’t often translate.
  Many creators in the industry were brought up on horizontal video, but mobile has demanded that these conventions be reworked for a vertical screen, as Michael Gentile, director of BBDO Studios, BBDO New York explains.
  “It’s like an artist who has comfortably painted with an easel and
  
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• Ad of the Day: Monoprix revisits terrible 80s rock tropes with The Worst Song in the World

  12-04-2018 17:04
  French supermarket Monoprix has taken it upon itself to imagine what the worst song in the world might sound like, in a spot designed to promote its customised delivery service.
  Aptly named ‘The Worst Song in the World’ (or ‘La Pire Chanson Du Monde’ in French), the grocer’s latest creative follows a young girl walking the streets while listening to music. Her gentle acoustic tunes are suddenly interrupted by a kitsch, electro-rock song reminiscent of decades (and t
  
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• McVitie's creates crane installation at shopping centres

  12-04-2018 16:58 via campaignlive.co.uk
  McVitie's, the snack brand owned by Pladis, is challenging shoppers to operate a crane to pick up a giant version of its Nibbles range.
  
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• Coke Classic holds firm in face of sugar tax

  12-04-2018 16:53 via campaignlive.co.uk
  Coca-Cola is refusing to back down on its support for Coca-Cola Classic, one of its few remaining products to incur the soft-drinks levy, which came into force this month, having put itself into a strong positionto minimise the impact of the tax.
  
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• Sorrell exit could spell the end for WPP, analysts say

  12-04-2018 16:49 via campaignlive.co.uk
  Sir Martin Sorrell's resignation as chief executive of WPP could lead to a break-up of the company and spark other major changes to the shape of the industry, according to analysts.
  
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• The influencer tipping point: The Drum and Buzzoole launch influencer marketing survey

  12-04-2018 16:31
  From beauty enthusiasts championing their favourite products, to health vloggers promoting their protein shakes, to discount codes on social media - influencer marketing continues to evolve. Brands, meanwhile, are leveraging influencers more than ever to increase engagement and customer loyalty. Not only do influencers yield power to introduce new audiences; they offer a unique and authentic perspective in social media conversations.  
  But confusion over how to measure results with influenc
  
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• LoneWolf to install gin and tonic vending machines in Manchester

  12-04-2018 16:18 via campaignlive.co.uk
  LoneWolf, the BrewDog-backed distiller, is installing a gin and tonic vending machine in Manchester in a nod to the history of gin's prohibition in the 1800s.
  
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• The changing role of content: new narratives and smart collaboration

  12-04-2018 16:10
  Brands have never had a more extensive range of channels at their disposal to reach and engage their audiences. Despite concerns around data-leaks and trust issues, the traditional mix continues to feel pressure from new digital platforms (indeed a well-publicised boycott of Facebook by Sonos post-Cambridge Analytica only lasted a week). The result is an increasingly complex landscape for brands to navigate when deciding on the best engagement strategies.
  In speaking to industry leaders addressi
  
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• Big Fuel founder Avi Savar joins consumer intelligence platform Suzy as president

  12-04-2018 16:02
  Consumer intelligence platform Suzy, announced the appointment of Avi Savar as president.
  Savar has the responsibility of building out the Suzy product and helping steer its vision and overall direction as the platform continues to attract new investors and clients soon after launching officially in March.
  Most recently, Savar spent three years as chief executive and managing partner of Dreamit, a global accelerator and venture capital firm. Savar is still a partner at the VC firm and
  
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• CEO coach: diversity of thought means making room for everyone to be heard

  12-04-2018 15:57 via campaignlive.co.uk
  Too often, leaders tend to forget to let the quieter members of their team be heard causing them to miss out on valuable input, best-selling author and coach to chief executives Kim Scott revealed.
  
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• National Lottery to be shown on ITV for first time

  12-04-2018 15:55 via campaignlive.co.uk
  The National Lottery will return to primetime Saturday night TV from this weekend - but this time on the UK's biggest commercial broadcaster, Camelot has announced.
  
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• Entrepreneurial spirit is flourishing, UK’s biggest agency survey reveals

  12-04-2018 15:49
  According to the seventh annual BenchPress Report, Britain’s entrepreneurial spirit is flourishing in the face of broader economic uncertainty.
  The report, which is the UK’s largest survey of independent agency owners, has captured data from over 500 entrepreneurs and agency owners across the country and its findings have now been published by accounting firm, The Wow Company.
  Wow told The Drum that confidence remains high among agency owners, with their
  
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• Asos: Instagram shopping could either turbo-charge our business or threaten it

  12-04-2018 15:22
  As Instagram rolls out its ‘shoppable’ posts feature in a claimed effort to create a more “seamless experience” for retailers, Asos remains wary, saying it is unsure whether this will “turbo-charge” what it does or threaten its business model.
  “It’s interesting,” CEO Nick Beighton said on a results call yesterday (11 April). “On one level [Instagram shopping] could absolutely turbo-charge our experience for 2017. On another level, it co
  
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• How Boden’s digital transformation helped it pounce on the ‘Kate effect’

  12-04-2018 15:15
  As a fashion brand, having the Duchess of Cambridge pictured in one of your designs is the stuff dreams are made of. With just one snap an item can go from overlooked to sold out overnight.
  But the ‘Kate effect’, as it is known, isn’t without its challenges. In order to take full advantage of the increased interest, brands need to move quickly. So being set up to react to moments like this is critical.
  British clothing retailer Boden has been on a digital transformation journey
  
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• The future of TV uses human insight and machine creativity

  12-04-2018 15:06
  One of the areas I have been exploring this past year is ‘computational creativity’. That is using machines that create written words and images and video. One of the subsets of computational creativity is personalization. We have been working with companies and startups that allow brands to create video that is personalized depending on who is watching – a skill that is called dynamic social video. So if, for example, you are watching an ad on Facebook and you are interested i
  
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• Ogilvy & Mather and VCCP biggest risers in 2017 Nielsen billings

  12-04-2018 14:46 via campaignlive.co.uk
  The two agencies in this year's top 10 creative agencies to record the biggest proportionate rise in Nielsen billings in 2017 were Ogilvy & Mather London, which increased by 34.7%, and VCCP, up by 23.3%.
  
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• MediaCom, PHD and Primesight triumph at Campaign Media Awards 2018

  12-04-2018 14:34 via campaignlive.co.uk
  MediaCom won most awarded agency of the year at the Campaign Media Awards, including Campaign of the Year, while PHD's Discovery team won Agency Team of the Year and Primesight won Commercial Team of the Year.
  
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• Adidas makes jerseys from plastic, Dove tackles low self-esteem among school girls: International round-up

  12-04-2018 14:32
  Adidas launches ‘upcycled’ Earth Day soccer jerseys
  Sportswear giant Adidas has created Earth Day soccer jerseys made from upcycled plastic ocean waste that will be worn by all 23 Major League Soccer (MLS) teams during Earth Day weekend, which starts on Friday 20 April.
  Each jersey has been made from 13 recycled plastic bottles and rubbish – found in beaches and coastal communities – and will be available for purchase on the Adidas and MLS online stores.
  It is understood
  
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• MediaCom extends lead as biggest media agency in UK

  12-04-2018 14:30 via campaignlive.co.uk
  MediaCom extended its lead as the UK's largest media agency with Neilsen billings of £1.3m in a year that also saw the number two placed agency OMD drop 22.1% to £773.4m.
  
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• Creative Director’s Choice: Fallon’s Joanne Torres praises Square’s powerful film ‘Sister Hearts’

  12-04-2018 14:12
  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, Joanne Torres, creative director at Fallon, discusses why Square’s ‘Sister Hearts’ documentary by Even/Odd is important storytelling and a great example of longer-form branding.Joanne Torres is Creative Director at Fallon in Minneapolis
   
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• Outfittery names Poke London as global creative agency

  12-04-2018 14:10
  Outfittery, the online curated shopping experience aimed at men, has appointed Poke London as its lead digital partner agency following a successful competitive pitch.
  Having dispatched five other unnamed agencies Poke will work with the specialised online personal shopping provider to strengthen its brand proposition by way of seasonal digital campaigns.
  Nigel Carl Brown, chief customer officer, Outfittery: "We are thrilled to appoint Poke. They reflected on our ‘enlivenment’ brief
  
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• The Cybersmile Foundation launches social media campaign proving #TrollingIsUgly

  12-04-2018 14:08
  The Cybersmile Foundation has launched its #TrollingIsUgly campaign on Instagram with the help of social media influencer, Chessie King.
  Created by Adam&EveDDB, the campaign highlights the plight of abuse people are subject to by putting themselves online. It starts with King uploading a short video of herself in her underwear asking people what they think.
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  After a short period of time, the influencer received negative comments from trolls relaying nasty messages
  
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• Sainsbury’s Nectar card trial is a start – but it’s not enough to win me over

  12-04-2018 14:03
  Sainsbury’s Nectar card scheme has always been less than generous when compared to its closest counterparts; Nectar points are arguably harder to earn and worth less than the likes of Tesco Clubcard. It is no bad thing, therefore, that Sainsbury’s has decided to trial a shake-up of the scheme, particularly as its competitors such as Tesco, Lidl and Waitrose have all revamped their loyalty schemes in the last few months.
  In an age where shoppers have a wealth of resources at their fin
  
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• Captain Morgan has no plans to return to Snapchat as it maps out new routes to millennials

  12-04-2018 13:47
  Four months ago Diageo froze spend with Snapchat globally after raising questions about the app’s age verification policies. Now Captain Morgan’s head of Europe Amy Mooney has told The Drum that the rum brand is in “no discussion” about working with the platform moving forward.
  Discussing the brand’s latest responsibility campaign, for which it has enlisted the help of UK grime artist Lady Leshurr, she said: “Snap won’t be featured in this and there will
  
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• UK Power Networks launches new app created by Tangent

  12-04-2018 13:38
  Distribution network operator for electricity UK Power Networks has launched a new digital mobile responsive web application designed by Tangent. 
  The new app is aimed at providing accurate and up-to-date information for customers, removing the need to contact a call centre if there is a power failure. The service will provide real time information for those affected by a power cut, ensuring that consumers are receiving the latest information from UK Power Networks customer service team onl
  
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• How Viceland is building a bold TV brand: 'Weed Week is our Shark Week'

  12-04-2018 13:01
  When it was set up two years ago, Viceland was a surprising proposition: a TV channel born from an online news channel. The move was a surprise only because the media narrative was that traditional media ‘was dying’ as a result of continued digital disruption.
  Nonetheless, Viceland found an audience that wasn’t being served. It offered a unique tone of voice and took a look at a variety of lifestyle topics such as sex, drugs, music, culture. It offered a bir
  
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• The Drum Digital Trading Awards 2018 shortlist: What the judges said

  12-04-2018 12:43
  The industry is taking a more intense focus on understanding clients' objectives, according to the judges for The Drum Digital Trading Awards, as the shortlisted nominees are announced. 
  SpotX, vice president of European Strategy, Joanna Burton was impressed with some of the entries that dug into the detail with their media planning on how best to reach their target audiences.
  She said: “Often this involved applying technology as well as clever thinking to make the most of their
  
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• Coca-Cola launches dairy-free beverage AdeZ in the European market

  12-04-2018 12:36
  Coca-Cola European Partners has launched AdeZ, a non dairy health drink, in supermarkets across Europe. The new identity of the drink, which was bought by Coke from Unilever in 2016, has been created by global independent branding and innovation agency Dragon Rouge.
  With the recently implemented sugar-tax and a decline in the consumption of carbonated drinks, the new launch is an opportunity in the ready-to-drink category. Already established as a leading plant-based beverage bran
  
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• Disney must buy Sky UK if Fox's takeover fails rules competition authority

  12-04-2018 12:34
  Disney’s in-the-works takeover of 21st Century Fox leaves the future of the duo’s many media assets in the air as competition authorities analyse the affect the giant would have on the market.
  In the UK on Thursday 12 April, a takeover panel ruled that Disney will have to buy up pay TV provider Sky UK – if Fox’s takeover of the unit stalls.
  Reuters reports that on top of the 21st Century Fox’s 39% stake in Sky, Disney would have to make an offer for the whole of Sky
  
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• Copa90 partners with Snapchat to deliver first-person fan footage from World Cup 2018

  12-04-2018 12:06
  Youth football brand Copa90 is set to work with Snapchat to deliver exclusive World Cup 2018 content in Russia this summer.
  From the 2 June, Copa90 will deliver 45 daily editions in English, French, Arabic, German and Spanish. The on-the-ground content will be delivered globally, except for the United States.
  Copa90 will make best use of Snapchat’s first-person storytelling capabilities to show the World Cup from the perspective of young, passionate fans putting those not in Russia right i
  
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• Do House of Lords' suggestions to safeguard UK advertising square with industry views?

  12-04-2018 12:00
  The digital dominance of Google and Facebook should be assessed by the UK government, and the digital industry should work harder to self-regulate – that's what the House of Lords thinks following an six-month inquiry into the sector, but what does the industry make of the peers' suggestions? 
  The House of Lords published several recommendations this week (11 April) following an inquiry into the future of the ad industry, with the aim of helping the “UK&rsquo
  
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• Business on the move: Sky, Dr Martens, EasyJet, and more

  12-04-2018 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
  Sky has selected MediaCom to take on its media buying business, following a three-way competitive pitch against Carat and Zenith.
  The account, said to be worth over £400m, will see the WPP-owned agency handle media buys the UK, Ireland and select European markets.
  Dr Martens has appointed creative communications
  
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• Sky CEO: MediaCom deal sets industry-leading standards for transparency

  12-04-2018 11:54 via campaignlive.co.uk
  MediaCom's successful Sky's £425m media pitch was underscored by its commitment to raising the bar on transparency and accountability, Sky chief executive Stephen van Rooyen, has revealed.
  
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• Brass appoints Rob Edwards as head of media

  12-04-2018 11:33
  Leeds based integrated marketing agency Brass has appointed Rob Edwards as its new head of media. 
  Edwards joins the company from Intermarketing Agency where he was digital strategy director. Prior to this, Edwards spent 22 years within the media industry working at The Guardian and Bauer Media.
  Commenting on his appointment Edwards said: “I’m really excited to join Brass and have a strong desire to further shape the output of the team and to grow the function and the client bas
  
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• Marketing Agencies Association staff made redundant

  12-04-2018 11:32 via campaignlive.co.uk
  Staff at the Marketing Agencies Association have been told that they have been made redundant, after the trade body was put into receivership earlier this month.
  
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• Campaign launches special report on tech in events

  12-04-2018 11:30 via campaignlive.co.uk
  Technology in events has become a staple, but how can you use it most effectively?
  
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• Man City FC names Nexon as an official social football gaming partner in South Korea

  12-04-2018 10:40
  Manchester City FC is looking to further strengthen its eSports presence by signing Korean gaming company Nexon as the club’s official social gaming partner in South Korea.
  As part of the agreement, Nexon will draft an official Manchester City ‘FIFA Online 4’ ambassador from the upcoming ‘Fifa Online 4’ tournaments, providing opportunity for competitive eGamers in Korea.
  The partnership will see Nexon expand in-game ‘Fifa Online 4’ content in c
  
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• With Zuckerberg on the ropes, Yahoo aims to displace social media as a home for news

  12-04-2018 10:30
  With a rankled Mark Zuckerberg testifying before Congress this week, Yahoo sees an opportunity to exploit the weakness of social media and expand its position as a global platform for news.
  Now owned by Verizon, Yahoo is part of the telecoms giant’s digital subdivision Oath, which also includes AOL, HuffPost, Tumblr and Flickr in a portfolio which collectively registered 217 million monthly users in the US in February, slightly more than Facebook.
  The Yahoo News aggregation service –
  
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• Tesco's customer chief: our brands need to make consumers feel valued

  12-04-2018 10:13 via campaignlive.co.uk
  The decision to upscale Tesco's own brand range was motivated as much by how customers felt that Tesco saw them as by how shoppers perceived the products, chief customer officer Alessandra Bellini has revealed.
  
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• Spotify and Hulu ink content partnership

  12-04-2018 10:04
  Spotify and Hulu have formed a warm embrace after the pair reached an agreement for the music streaming service to offer some Hulu-owned TV and movie content to its own subscribers.
  By broadening its streaming base in this way, Spotify is aiming to diversify away from its bread and butter music catalogue and kickstart user growth in the video sphere.
  For $12.99 per month Spotify subscribers can get the best of both worlds with access to a catalogue of 40 million songs, as well as 75,00
  
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• Dentsu Aegis Network names Pippa Glucklich as Amplifi UK CEO

  12-04-2018 10:00
  Dentsu Aegis Network has confirmed its appointment of former Starcom UK CEO Pippa Glucklich as CEO of Amplifi UK, supplanting Matthew Platts in the role who has been promoted to CEO of media brands at the media and digital marketing giant.
  Assuming her new role in May, Glucklich will assume leadership of all four divisions of the business; including investment, media partnerships, Amnet and The Story Lab.
  Platt meanwhile will take responsibility for integrating media and data capabilities across
  
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• £6m Scotland is Now campaign champions the country's openness

  12-04-2018 09:36
  A £6m advertising campaign has been launched with a view to championing the openness of Scotland to students, investors, migrants and visitors in a bid to reposition the country on the world stage under a new national brand – Scotland Is Now.
  The Scottish Government and VisitScotland have teamed up with Scottish Development International and Universities Scotland to build on existing appreciation of its landscapes, castles and people with a showcase of more modern endeavours, such as
  
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