Marketing news

• Vice's Old Blue Last brings in people off the street to show that 'Beer is for Drinking'

  08-05-2018 23:23
  A new campaign for a beer founded by a beverage giant and a media company is taking the utility of its brew to the next level in a new campaign.
  In October of 2016, AB InBev and Vice joined forces to create a new beer in the US, Old Blue Last (OBL), named after the 400 year old London pub owned by the media company. Last year, the minimalist gold OBL cans crossed the pond to UK bars and maintained its no-frills attitude as an easy to drink, quality lager with the slogan 'Beer For Drinking.'
  Toda
  
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• Consumer watchdog Case renews campaign to keep faulty VW vehicles off American streets

  08-05-2018 22:54
  Consumer Action for a Strong Economy (Case), a consumer watchdog group, announced the relaunch of a TV ad campaign urging president Trump to not allow Volkswagen to send inventory of bought-back vehicles from Germany to the US market.
  The news came days after the unsealing of a criminal indictment against six Volkswagen executives, including the car brand’s former chief executive Martin Winterkom. Hundreds of thousands of automobiles were recalled during the 2015 ‘Dieselgate’ s
  
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• Gap introduces its Wearlight Denim with seemingly weightless summer campaign

  08-05-2018 22:10
  Gap’s ‘Meet Me in the Gap’ campaign has been interesting both in front of and behind the camera, from lifesize zoetrope color machines to Cher singing with Future. The latest segment of the campaign, for Gap’s Wearlight Denim, plays tricks on the eye and seems to defy gravity.
  The launch of the retailer’s new product category, Wearlight Denim, was developed by Yard NYC in partnership with Gap, and shows enthusiastic wearers of the 2018
  
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• Movers and shakers: Publicis, Harrods, iCrossing, Weetabix, MCI and more

  08-05-2018 21:56 via campaignlive.co.uk
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• 'Content' is a terrible term. Please stop using it.

  08-05-2018 21:51
  There, I said it. I’m with Cindy Gallop on this.
  Why do I hate the word ‘content’ so much? I’m a writer by trade so I tend to obsess about the words we use and what they mean. And the main reason I hate the word ‘content’ is it’s absurdly vague.
  Is it a tweet from Arby’s or The Iliad?
  Is it an Instagram photo of a vape pen or The Godfather?
  Yes, yes, yes — and yes!
  But aside from the imprecision, I think using word ‘content’ to de
  
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• New York Times COO reveals 'stunning moment of defeat' in career

  08-05-2018 20:37 via campaignlive.com
  Media industry leaders joined forces to share tales of female badassery.
  
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• The Marketing Academy unveils its 2018 scholars

  08-05-2018 20:30
  The Marketing Academy has revealed the 30 emerging marketing leaders that have made it onto its scholarship programme for 2018.
  The 30 marketers went through a three-stage selection process including nominations, pitches and face-to-face interviews to make it into this year’s class. It includes emerging leaders from client-side brands, media owners, agencies and startups.
  The programme aims to help the next generation of marketing leaders in their journey to the top. It includes one-t
  
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• Libby Brockhoff: The beauty of independence

  08-05-2018 19:21
  I have spent my entire career at independent agencies, having been lucky enough to start out at Deutsch (I worked with Donny’s dad, David), and then going on to co-found two independent agencies — first, Mother in London, and now, Odysseus Arms.
  We are living in a post-merger era where many agencies operate under the umbrella of a handful of holding companies, but I believe I could not do what I do without the freedom and flexibility that come with actual independence. So, it is no s
  
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• Prostate Cancer Canada inserts famous fingers to urge more men to get tested

  08-05-2018 19:02
  No man wants to get the dreaded digital rectal examination (DRE) to get checked for prostate cancer, but it’s one of the most critical health checks in a man’s life. A new campaign by McCann Canada for Prostate Cancer Canada is trying to ease the uncomfortable feeling by introducing famous fingers from history.
  To raise awareness and encourage men to get checked, Prostate Cancer Canada is testing the ‘Famous Fingers Collection,' a line of latex gloves modeled after famous peopl
  
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• How to get the public to care about GDPR

  08-05-2018 18:15
  GDPR comes into force this month and as organisations, we are all busying ourselves making sure we are compliant. But will it make any difference to the behaviour of the public in relation to their personal data? Do we realise how important it is to be digitally healthy?
  Looking at current consumer reactions, I’d say it’s a pretty resounding ‘no’.
  The Cambridge Analytica affair has led to global headlines and mass media coverage with some businesses and activists coming o
  
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• Blockchain: Unravel the myth from the reality at Campaign's next Breakfast Briefing

  08-05-2018 17:54 via campaignlive.co.uk
  There has been considerable hype around blockchain of late. The interest, hyperbole and, dare we say it, bullshit, has led to some confusion about the technology.
  
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• Industry criticises ‘ineffective’ and ‘headline-chasing’ attempts to introduce watershed for junk food ads

  08-05-2018 17:30
  Both the advertising and food and drink industries have condemned the “headline-chasing”  attempts to introduce a watershed for junk food TV ads, warning it could lead to job cuts and a big drop in investment for media platforms reliant on advertising.
  The Advertising Association (AA) and Food and Drink Association (FDF) have both criticised the proposal to ban TV advertisements for high fat, salt and sugar (HFSS) products before 9pm, arguing that it will have no significant imp
  
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• Sorrell: 'I'm going to start again'

  08-05-2018 17:28 via campaignlive.com
  The former WPP CEO said on Tuesday at Techonomy NYC 18 that he's not planning to retire.
  
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• Odisha Government inks a MoU with Tata Trusts for hospitals

  08-05-2018 17:22
  The Odisha government and Tata Trusts have inked a Memorandum of Understanding (MoU) for the establishment of a cancer treatment and research hospital in Bhubaneswar.
  As part of the MoU, the Tata Trusts will set up and manage the state-of-the-art cancer treatment and research hospital in the state capital while the Odisha government will facilitate in setting up the centre by providing land to the extent of 25 acres, free of cost according to MoneyControl.
  The official statement disclo
  
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• Mark Ritson: Starbucks and Nestlé must focus on three key areas to avoid a bitter brew

  08-05-2018 17:19
  Starbucks has partnered with Nestlé to help it sell coffee. At first sight, that sentence appears a little odd. Like selling coals to Newcastle or ice to Eskimos, why on earth would Starbucks need any help selling coffee?
  The answer comes from two very different places. To understand why Starbucks needs Nestlé you have to grasp two of the more established theories of management thinking – core competency and competitive strategy – and then appreciate one of the most vil
  
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• Halfords ad banned for encouraging irresponsible driving

  08-05-2018 16:59 via campaignlive.co.uk
  Halfords has been rapped by the Advertising Standards Authority for a TV spot consisting of sped-up video of a car from the driver's point of view, driving along a winding road in snowy conditions.
  
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• Sir Martin Sorrell vows to 'start again' after WPP departure

  08-05-2018 16:41
  Sir Martin Sorrell has vowed to start again in the marketing industry and insists he will not be going into "voluntary or involuntary" retirement following his shock WPP exit.
  Sorrell stood down as chief executive of the world's biggest advertising group after 33 years in April following a company investigation into undisclosed allegations of personal misconduct, which he denies.
  Speaking today (8 April) at the Techonomy event in New York, Sorrell declined to go into detail about the myster
  
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• Pimm's hosts race for brides and grooms in wedding attire

  08-05-2018 16:26 via campaignlive.co.uk
  Pimm's, the Diageo-owned alcohol brand, sent 40 brides and grooms in a race through London in wedding attire.
  
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• BMW expands Accenture's remit, granting it global experiences account

  08-05-2018 16:04
  BMW (and Mini) have expanded the role of agency partner Accenture to gear up its comms on digital platforms.
  Taking on the global experience role, Accenture will work with BMW's digital teams to deliver tailored content across 120 markets. It posits that it will use tech and data to do so effectively. Search and social are included in the contract.
  The agency will also fully support BMW's marketing efforts with coaching and support five days a week.
  Anatoly Roytman, who leads Accenture Inte
  
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• Media iQ rebrands as MiQ

  08-05-2018 16:00
  UK-based Media IQ has rebranded as MiQ as a means of underlining its repositioning as a “marketing intelligence” outfit that offers marketers help with connecting their data to “inform business outcomes”.
  The rebrand is the first in the company’s eight-year history, and comes within a year of the company receiving a sizable investment from private equity house ECI Partners in exchange for a minority stake in the outfit.
  Rebecca Mahony, MiQ, chief marketing officer,
  
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• Budweiser avoids political questions as it launches 'biggest ever' campaign for World Cup

  08-05-2018 15:51 via campaignlive.co.uk
  Budweiser has created a beer cup that lights up to the sound of cheering fans as part of the activation for its sponsorship of this summer's Fifa World Cup in Russia.
  
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• How Nissan used AI to boost conversion rates in one market by 900 times

  08-05-2018 15:30 via campaignlive.co.uk
  Nissan has been on a mission to consolidate its global digital presence onto a single platform, Nissan Pace.
  
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• How Nissan used AI to boost conversion rates in one market by 900%

  08-05-2018 15:30 via campaignlive.co.uk
  Nissan has been on a mission to consolidate its global digital presence onto a single platform, Nissan Pace.
  
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• Marketoonist on influencer fatigue

  08-05-2018 15:14
  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 influencer fatigue appeared first on Marketing Week.
  
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• Understanding the eSports community: What brands need to know

  08-05-2018 15:07
  Gillette eSports brand ambassador xPeke at the IEM tournament in Katowice, Poland.Brand interest in eSports is set to reach new levels of excitement in 2018. High profile brands from Mercedes-Benz, Gillette and Red Bull to HP and Intel have all carved out sponsorship and partnership deals that are helping their brands reach the highly engaged and largely millennial eSports fanbase.
  It is hardly surprising this sector is of such interest given global revenues are set reach $905.6m in 2018, up 38
  
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• Budweiser unveils its biggest ever global campaign ahead of the FIFA World Cup

  08-05-2018 14:51
  Budweiser is launching its biggest ever global campaign ahead of the FIFA World Cup which kicks off in Russia next month.
  Speaking on a conference call today (8 May) Miguel Patricio, the global CMO of Budweiser’s parent company Anheuser-Busch InBev, says its new campaign will champion Budweiser’s dream of bringing people together while energising and inspiring the 3.2 billion football fans watching the World Cup.
  The campaign, titled ‘Light up the FIFA World Cup’ and
  
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• NBCUniversal's Linda Yaccarino: 'We are not in the grade your own homework business'

  08-05-2018 13:30
  As New York City prepares for the kick-off of the 2018 UpFront season, NBCUniversal has taken to the conference circuit armed with a host of updates and is promising advertisers greater measurement, and transparency all in a brand safe environment. The Drum details its messaging. 
  NBCUniversal's sales chief Linda Yaccarino, yesterday (May 7) addressed the IAB Video Symposium explaining to attendees the Comcast-owned unit’s philosophy when it comes to challengi
  
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• PB& Seattle principal and Visit Seattle CMO to talk about the hidden costs of a broken creative process

  08-05-2018 13:23
  The Drum and OpenText Hightail webinar later this month has confirmed speakers. The webinar will uncover the causes behind the client/agency turnover and find solutions for better collaboration.
  Britt Fero, principal at PB& Seattle and Ali Daniels, chief marketing officer at Visit Seattle, will be joining the webinar on Tuesday May 22 at 4pm BST. 
  Hosted by The Drum, in association with OpenText  Hightail, the webinar will explore how poor creative processes impact the client/
  
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• Working class Brits want brands to stop 'caricaturing' them and ditch the stereotypes

  08-05-2018 13:07
  A significant amount of UK consumers believe that the media and marketing industries are perpetuating harmful socio-economic stereotypes because they’re too focused on portraying, and appealing to, "rich and middle-class households".
  According to a study from media agency UM, which questioned 2000 adults, 62% of Brits think TV ads in particular are too focused on depicting wealthy homes.
  The study also found 55% of respondents believe the media as a whole doesn't give enough airtime to tho
  
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• Advertising against a sea of indifference

  08-05-2018 12:32
  Do consumers really see more than 4000 adverts a day? Probably not, but consumers daily exposure to brands is increasing. We are shifting to new channels, improving our targeting, monitoring in real-time, digging in the data...but is it working? Despite all our effort, are brands losing their power? No-one ever said they couldn’t wait to engage with some branded content. Evidence (and intuition) suggests that consumers would rather swipe right, binge on Peaky Blinders and argue with strang
  
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• Creative Works EMEA featuring GTB Roma, The Community, AMV BBDO, Stink and more

  08-05-2018 12:27
  Welcome to The Drum Creative Works, supported by Workfront.
  As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.
  For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.
  For voting updates and more follow The Drum Creativ
  
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• Idealo appoints We Are Boutique for UK PR push

  08-05-2018 12:25
  European price comparison website Idealo has appointed full service media communications agency We Are Boutique to raise its consumer profile in the UK.
  Launched in the UK in 2006, Idealo has an established presence in Austria, Germany, Spain, France and Italy.  Following a competitive pitch process, We Are Boutique has been tasked with raising the site’s profile and and handle PR and content marketing.
   Katy Phillips, communications and PR manager at Idealo said of the appo
  
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• Meet the judges for The Drum's UK 50 under 30 recognising outstanding women in digital

  08-05-2018 12:00
  The Drum's 50 under 30 in the UK is back to honour and celebrate talented women excelling in Britain's digital industry.
  Over the last few weeks, our readers have been busy nominating the women blazing a trail in the digital industries – whether that be in marketing or media, adtech or design, client-side or agency. With the help of our six-person industry judging panel, The Drum will unveil the final 50 next month.
  Cameron Clarke, deputy editor of The Drum, said: "Over the last five years
  
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• GlaxoSmithKline reviews global media account

  08-05-2018 11:59
  Global pharmaceuticals giant GlaxoSmithKline has placed its entire media account under review, three years on from awarding the business to Omnicom’s PHD and WPP’s Mediacom.
  According to Ad Age the reappraisal potentially puts a $1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSK management.
  Any changes are likely to be driven by cost concerns with GSK increasingly keen to strengthen its bottom line amidst a decline
  
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• Kellogg's partners former royal chef for wedding viewing party in New York

  08-05-2018 11:49 via campaignlive.co.uk
  Kellogg's is partnering with former royal chef Darren McGrady to host a breakfast and viewing party in New York for Prince Harry and Meghan Markle's upcoming nuptials.
  
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• Ad of the Day: Budweiser unveils AB InBev's largest ever marketing campaign for World Cup

  08-05-2018 11:45
  Budweiser has activated its Russia World Cup 2018 marketing campaign, 'Light Up the World Cup', which it maintains is the biggest spend ever invested by AB InBev.
  Miguel Patricio AB InBev's global chief marketing officer branded it the "largest commercial campaign in the history of AB InBev". While spend was not revealed, the brand did say it will push the work in more than 50 countries. Patricio said the tournament is "estimated to be the most watched event in the
  
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• Nestle pays Starbucks $7.1bn to procure global coffee licensing rights

  08-05-2018 11:43
  Nestle has stumped up $7.1bn (£5.2bn) in order to convince high street coffee chain Starbucks to license the rights to its global brand.
  The partnership will see Nestle win the right to market Starbucks' coffee beyond the confines of its own cafes, including enabling owners of Nespresso coffee machines to be able to purchase Starbucks coffee branded pods for the first time.
  Nestle will stock Starbucks as part of a product range that already includes the Nescafe and Nespresso 
  
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• Taisei Corporation shows off work on Singapore subway with breathtaking video

  08-05-2018 11:18
  In a bid to promote its work for the upcoming Thomson-East Coast Line (TEL) in Singapore, Japanese construction firm Taisei Corporation has released an animated video.
  The video is based on a character named Ayano, a Japanese engineer, who leaves Japan and goes to Singapore to work on the a new MRT (subway) station on the TEL. The two-minute video also shows the lifelikeness of the iconic Marina Bay area.
   
   
  It is directed by Makoto Shinkai, who rose to fame for his work on ‘You
  
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• Kellogg's Special K extends sponsorship of AFL Women's Competition

  08-05-2018 11:08
  Kellogg’s brand Special K has extended its sponsorship of the AFL Women’s Competition as part of an ongoing strategy to empower Australian women and girls.  
  Special K, which was an inaugural partner of the AFLW, will now extend its commercial deal into a third year to sponsor the competition until 2019.
  Kellogg’s marketing director Tamara Howe told The Drum the AFLW was a great fit for the brand.  
  “The league and Special K both live and breathe the p
  
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• Kim Myhre becomes MD for MCI UK

  08-05-2018 10:59 via campaignlive.co.uk
  Kim Myhre, managing director of new brand experience agency MCI Experience, has taken on responsibility of MCI UK, the global events network.
  
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• American Express hits TV (and Shoreditch) to launch new brand platform

  08-05-2018 10:45 via campaignlive.co.uk
  American Express has launched its new brand platform, "Powerful backing: don't do business / don't live life without it", with a TV campaign and innovative out-of-home executions.
  
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• Pitch update: Butlin's, Mercedes-Benz, GSK, BP, and more

  08-05-2018 10:43 via campaignlive.co.uk
  The Butlin's creative account review has moved to chemistry stage, while GSK and Godiva have launched global reviews. Elsewhere, WPP and Dentsu have retained big global accounts.
  
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• Ad spend on digital channels set to overtake traditional mediums by 2021

  08-05-2018 10:13
  The latest media ad spending forecast calculates that digital channels will surpass traditional mediums as early as 2021
  eMarketer crunched the numbers to arrive at the prediction, which begins with an estimated 7.4% increase in total media ad spending this year to $628.63bn, with digital accounting for an ever-increasing share of this total.
  Over the next four years the percentage of total media ad spending in the digital realm is expected to rise from just 43.5% in 2018 to just a shade be
  
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• Vice India CEO on targeting India's youth, censorship allegations and localising languages

  08-05-2018 10:00
  Vice Media recently launched in India with the aim of reaching the Indian youth population.
  It's one of the most comprehensive launches for Vice outside the US and Europe, showing a significant commitment to India and the wider APAC market.
  However, before it even began its operations, there were allegations of Vice India shooting down a story on an activist from Akhil Bharatiya Vidyarthi Parishad (ABVP), the student wing of the Rashtriya Swayamsevak Sangh (RSS) – parent organisa
  
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• Absolut marketer Stephen Brown to speak at Campaign Brand Forum

  08-05-2018 09:50 via campaignlive.co.uk
  The Absolut Company global marketing manager Stephen Brown has joined the growing lineup of speakers at next month's Campaign Brand Forum.
  
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• Bloomsbury signs Spotify content partnership

  08-05-2018 09:22
  Bloomsbury Publishing has signed an innovative content partnership to bring its 33 1/3 series of short books about popular music onto Spotify’s streaming service.
  Each book in the dedicated series, now 130 titles strong, revolves around a single album and has grown to command a cult following amongst musicians and fans alike through coverage of stars such as Bjork, J Dilla and Merle Haggard.
  Bloomsbury chief executive Nigel Newton said: "For 15 years the series has produced an amazing rang
  
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• GSK 'reviews £1.3bn global media'

  08-05-2018 09:03 via campaignlive.co.uk
  Pharma giant GlaxoSmithKline has reportedly launched a review of its £1.3bn global media agency arrangements, putting MediaCom and PHD on alert.
  
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• GSK reviews £1.3bn global media

  08-05-2018 09:03 via campaignlive.co.uk
  Pharma giant GlaxoSmithKline has reportedly launched a review of its £1.3bn global media agency arrangements, putting MediaCom and PHD on alert.
  
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• Resisting the rise of the Smug Brand

  08-05-2018 09:00
  There have always been brands whose standards of behaviour and claims have been somewhat less than honest. Tobacco companies were aware they were killing people for years before they came clean, car companies have known for years their cars didn’t actually work that well and no food manufacturer ever truly believed low fat foods were the silver bullet for weight loss.
  The public is well accustomed to dishonest brands, so familiar with this that we all know how to navigate through it pretty
  
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• Inside Singapore Media Exchange, the new publisher co-op from Mediacorp and SPH

  08-05-2018 09:00
  First announced in August 2017, the Singapore Media Exchange (SMX), a publisher co-op jointly formed by both Mediacorp and Singapore Press Holdings goes live today as both publishers look to revive their sluggish traditional advertising revenues.
  SMX will follow the path of existing programmatic private marketplaces (PMP) around the world like the Pangaea Alliance, DELTA Alliance, Kiwi Premium Advertising Exchange (KPEX) and Malaysia Premium Publishers Marketplace to fight the monopolisation of
  
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