Marketing news

• Burson Cohn & Wolfe reunites with Jim Joseph for first-ever global brand solutions post

  07-05-2018 23:03
  Recently-merged WPP public relations firm Burson Cohn & Wolfe (BCW) announced the appointment of Jim Joseph as global president-brand solutions.
  In this newly-formed role, Joseph has been asked to provide global oversight across areas including creative, branding and new business.
  Joseph previously worked with Imperato at BCW predecessor Cohn & Wolfe where he held titles including worldwide president, chief integrated marketing officer and president of the Americas. He was part of a lead
  
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• Avocados from Mexico makes Energy BBDO its new agency home

  07-05-2018 22:41
  Chicago’s Energy BBDO has been named the new agency partner of Avocados from Mexico.
  The nonprofit trade group that represents two different associations — Mexican Hass Avocados Importers Association and the Association of Growers and Packers of Avocados from Mexico — had issued an RFP earlier this year in an effort to streamline work through one agency partner.
  Energy BBDO was one of four agencies involved, squaring off against 72&Sunny, Doner, and Merkley and Partners. Ar
  
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• LinkedIn report says US workforce lacks marketers

  07-05-2018 22:21
  According to LinkedIn’s latest Workforce Report, the US is currently experiencing a marketer shortage.
  The monthly report, which tracks employment trends across the country’s workforce, found that the US needs 230,000 more people with marketing skills.
  Cities including the San Francisco Bay Area, Boston, Seattle, DC, and New York City have the greatest shortage of people with these skills, while Miami, West Palm Beach, St. Louis, Las Vegas, and Orange County have the biggest surpluse
  
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• TV Ad Spend Weekly: Verizon gives itself a signal boost ahead of Mother's Day

  07-05-2018 22:18
  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.
  Advertisers spent $118 million on new national TV placements during the week of April 23, a drop of 10% compared to the previous week. With the NBA playoffs in full swing, basketball games received the highe
  
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• Mike’s Hard Lemonade releases series of quirky ads ahead of summer

  07-05-2018 21:01
  With summer just weeks away, Mike’s Hard Lemonade is pushing its signature lemony malt beverage in a campaign that riffs off of internet humor.
  The campaign is a continuation of the brand’s ‘Drink on the Bright Side’ effort, which launched last year in a bid to appeal to males aged 25-29. The latest iteration of the campaign is once again targeting that demographic with a series of zany videos featuring bizarre scenarios involving Mike’s Hard Lemonade.
  One spot show
  
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• ‘You just have to go for it’: Exceptional Women of the World, Tamara Littleton, The Social Element

  07-05-2018 20:42
  Exceptional Women of the World is a podcast that highlights and celebrates the great achievements, lives and POV of amazing women throughout the world of advertising, marketing, digital, tech and creativity.
  To say that Tamara Littleton, chief executive officer of The Social Element, was ahead of her time would be an understatement. Founding her global agency 16 years ago, social media was but a blip on the radar, not even close to the marketing and societal force it is today.“My dad think
  
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• MediaLink’s Matt Spiegel on future of TV metrics: may take 3-5 years for stability

  07-05-2018 17:59
  As the major upfronts approach, one of the underpinning currents of conversation within the media sphere has been the current approaches to cross-platform measurement. Concerns of when brands and ad buyers can find the accuracy they're looking for will be addressed at The Drum Live: Future of Video event tomorrow (May 8).
  Beforehand, Matt Spiegel, managing director at MediaLink, spoke with The Drum about the legitimate players in the chase for metric currency, how the pending mergers play i
  
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• BBDO wins big at The One Club's ADC 97th Annual Awards

  07-05-2018 16:53 via campaignlive.com
  Brand of the Year went to Apple.
  
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• How human brands win

  07-05-2018 16:42
  Consumer expectations for brands are shifting with record speed. Purpose has joined profit as the hallmark of many of the world’s most admired companies, from Airbnb to Adidas.
  As an industry, we’re celebrating this purpose imperative along with the brands who are taking a stand around society’s most pressing issues. Rightfully so. Yet, I’d argue that brands must also acknowledge consumer demand for something even more fundamental: brand humanity.
  Consumers demand humanit
  
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• Krystal goes indie, names The Tombras Group AOR

  07-05-2018 13:00
  Venerable, iconic southern burger chain Krystal has named The Tombras Group, the Knoxville, Tennessee-based independent agency, as its agency of record. The account is moving from BrightRedTBWA.
  “We screened for fit based on range of services, experience in restaurants, reigniting brands, and proximity to our customers. We identified Tombras as a lead contender and once we found the intangibles of cultural fit, a collaborative spirit and passion for our brand were in place, they delivered
  
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• Mr Tic Tac wants viewers to 'Open Up' as brand returns to UK TV for first time in five years

  07-05-2018 12:35
  Italian mint brand Tic Tac is back on UK screens after a five-year absence from airways, bringing with it a new mascot in the form of the smooth-talking Mr Tic Tac. 
  The creative, developed by Krow, introduces a fresh brand proposition called 'Open Up' which focuses on the how the minty treat can help people build connections. 
  The ad shows an everyday man called Dave sitting alone on a park bench. While he's enjoying the sunshine, time stands still and Mr Tic Tac appears with som
  
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• Why the CMO and the CTO are destined to rule the future of brand marketing together

  07-05-2018 12:00
  Ten years ago, chief marketing officers and chief technology officers didn't have much to say to one another. One was viewed as a head-in-the-clouds dreamer and the other, a reclusive nerd. Oh, how things have changed.
  We've since witnessed a series of interconnected revolutions in internet, mobile, media, cloud infrastructure, security, and consumer buying behaviors that have rearranged the corporate landscape.
  Now, chief marketing officers spend a greater percentage of their budget o
  
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• Industry luminaries form coalition to push for political ad reform post-Cambridge Analytica

  07-05-2018 11:37
  Ex-Unilever marketer and founder of brand consultancy Entropy, Alex Tait, has joined forces with Benedict Pringle, who founded the site Political Advertising and works as business director at The&Partnership, to launch a non-partisan group titled The Coalition For Reform In Political Advertising. 
  In the wake of Facebook's Cambridge Analytica Crisis, in which the data of some 87 million users was believed to have been harvested with the intent to influence elections, the coalition
  
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• Nationwide revisits Victorian era to tell the story of the Idles – its first customers

  07-05-2018 11:09
  The latest iteration of 'Voices Nationwide', for which the building society has turned from everyone from singing sisters to spoken words poets to showcase the bulding society's sense of purpose, revisits the Victorian era to let viewers meet its first mortgage customers.
  Developed by longstanding creative agency VCCP, 'Mortgage Number One', tells the tale of Alfred and Elizabeth Idle. The couple signed on the dotted line to get the first ever Nationwide mortgage in 1884, and the ad recounts the
  
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• Ecover uses 'Rubbish Cafe' to educate consumers on clean living

  07-05-2018 10:35 via campaignlive.co.uk
  Ecover, the eco-friendly cleaning brand, created a pop-up café to educate consumers about their use of single-waste plastic.
  
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• Recommended reading: Behavioural science experiments and how to work smarter

  07-05-2018 10:15
  The Choice Factory
  By Richard Shotton
  Marketing Week columnist and deputy head of evidence at Manning Gottlieb OMD Richard Shotton says there are 25 biases that influence the choices consumers make about the products they buy. In his book, which is an overview of how behavioural science experiments can be applied to marketing and advertising, he runs through the full list. If advertisers are aware of the biases, and adapt their products and
  
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• Six years after changing ecommerce in Southeast Asia, Lazada is 'striving for the next frontier'

  07-05-2018 09:38
  When Lazada first entered the ecommerce space in Singapore six years ago, most of the online selling in the country was focused on cheap deals and non-transparent fulfilment. So, it took on the challenge of showing Singaporeans that online retail can be a trustworthy alternative from offline retail, for all types of shopping.
  Six years on, as the Alibaba-owned platform celebrates its anniversary, Erik Ligtenberg, deputy chief executive officer at Lazada Singapore declares to The Drum the objecti
  
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• Alibaba outperforms expectations as strong commerce sales boost revenues

  07-05-2018 08:29
  Alibaba revenues increased 61% to RMB 61.9bn (US$9.87bn) for the March quarter, as the e-commerce company’s strong core business continues to deliver growth.
  Alibaba’s quarterly results beat out analyst expectations with the core businesses strong performances helping to offset Alibaba’s big spending on new initiatives and new market expansions.
  Commerce revenues continued to grow, increasing 62% year-on-year to RMB 51.2bn (US$8.1bn) and cloud computing surged 103% to RMB
  
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• 10 questions with... Cindy Gallop, founder of Make Love, Not Porn

  07-05-2018 06:37
  The media and marketing sector is ultimately about people. In this weekly series, The Drum speaks to professionals across the sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions are posed to advertising legend and founder/chief executive of Make Love Not Porn, Cindy Gallop.
  What was your first ever job?Assistant to the director of the Sherman Theatre, Cardiff. It w
  
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• Cricket legend Shane Warne fronts cheeky eBay Australia campaign

  07-05-2018 06:30
  Cricket legend Shane Warne and his legacy of mistakes are at the centre of a cheeky new ad campaign from eBay Australia.
  The e-commerce site has released a series of ads featuring the former cricketer who has made headlines over the years for a number of mishaps and embarrassing gaffes. The ads feature Warne expressing regrets about overspending on products and household items because he didn’t check eBay first.
  The campaign builds on the brand’s positioning tagline, “But Did Y
  
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• Digitas hands former Arcade co-founders chief creative officer roles

  07-05-2018 05:29
  Digitas has bolstered its creative leadership team with a series of significant promotions.
  Having rolled independent creative agency Arcade into its portfolio at the end of 2017, the Publicis-owned creative agency has given the role of chief creative officers to Arcade co-founders Matt Cullen and Gary Tranter.
  Both will oversee Digitas and Arcade brands, and report to Annette Male, chief executive officer of Asia Pacific and Ronald Ng, global chief creative officer at Digitas.
  “Having Gar
  
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• Brandalism: HP, BBH & Goodstuph on brands as an enabler to art and creativity

  07-05-2018 04:30
  With technology allowing greater access to art, personalisation and expression, how brands and artists work together to reach audiences is changing quickly. The Drum and HP brought together a panel of experts at Creative Cities Singapore to discuss how brands can be the best contributor to commercial creativity.
  While fusing the, sometimes strict, commercial sides of a brand to an artist’s need for creative freedom can be a delicate balance to make, when the values align, the panel agreed
  
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