Marketing news

• Nick Offerman repairs broken stuff as only he can in first campaign from J-B Weld

  15-05-2018 23:07
  Nick Offerman doesn't have to say anything to be funny. His dry humor comes through with a simple lift of an eyebrow or a knowing wink. That, and his mastery as a craftsman, is why the actor was chosen for the first brand campaign by adhesive product maker J-B Weld.
  The Atlanta-based maker of epoxy adhesive products, teamed up with creative partner TBWA\Chiat\Day New York to launch the brand’s first national TV campaign in its 50-year history.
  The brand is a common and cult-favorite f
  
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• Johnnie Walker rolls out build-your-own whisky tool

  15-05-2018 22:37
  Johnnie Walker has created an online tool that helps whisky novices and connoisseurs alike find a bottle that matches their individual flavour preferences.
  Called ‘My Edition,’ the online experience – which is still in its pilot phase – matches individuals with one of six new whiskies depending on their taste profile.
  Those who use the tool are asked a series of questions, like, “When you're ordering in a restaurant, what do you choose?” and “W
  
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• Spotify blows up cars and matches people with songs in latest campaign

  15-05-2018 22:08
  Spotify’s latest consumer marketing campaign, ‘Love What You Love,’ finds the streaming audio company blowing up cars, creating horror movie trailers and helping match people with the right songs in what it states is its biggest marketing campaign to date.
  As Spotify doubles down on its commitment to the ‘freemium’ model and to creating a high-quality experience for all of their users, it launches this ambitious, and sometimes quite humorous, multi-faceted camp
  
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• Movers and shakers: easyJet, Mars, Exterion, Havas Media, Vice, Grey, Dentsu Aegis and more

  15-05-2018 21:57 via campaignlive.co.uk
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• Creative Works: a mental health awareness special

  15-05-2018 21:06
  Mental illness affects two in three people around the world. Within the marketing industry alone, 60% of people included in a Mind and Nabs survey said work had a negative impact on their mental health.
  Now, in support of Mental Health Awareness Week, The Drum is rounding up creative work from brands, agencies and individuals around the world highlighting the issue. 
  For project information, credits and more click on the project to expand to full screen. You can submit your own work vi
  
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• Kool-Aid Man gets infused with bubbles in new campaign for Sparklers

  15-05-2018 20:47
  Kool-Aid Man is done breaking through people's walls to promote his eponymous flavored drink mix, at least for a new campaign for Kool-Aid Sparklers.
  While the pitcher-shaped character still rumbles out his signature phrase, "Oh yeah," he finds himself in more relaxed situations in a series of 15-second spots and social media activations by Mcgarrybowen.
  The latest creative campaign featuring the iconic man in red promotes Sparklers, a new beverage for older kids and teens that combine
  
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• BBH creative accuses Sky Sports of ad plagiarism

  15-05-2018 19:30
  A writer from BBH London has publicly accused Sky Sports and its agency, Sky Creative, of ripping off a recruitment video he created for the Publicis shop.
  The ad in question, a promo for the channel dubbed ‘Summer of Sport’, was released last week (9 May).
  It features stills and rushes overlaid with bold facts and figures regarding Formula One, golf, rugby and cricket events set to take place in the summer months, narrated at a fast pace by a female voiceover artist.
    
  &n
  
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• What Sir Martin Sorrell thinks he’ll do post WPP

  15-05-2018 19:05
  In a rare public appearance since he was ousted as chief executive of the holding group he founded WPP, Sir Martin Sorrell today (May 15) gave an insight on his thoughts about his much anticipated next move in business; namely the application of emerging technologies in high-growth geographical markets.
  Speaking at the 2018 Digital Media Summit, in New York City, Sorrell spoke on stage with Luma Partners chief executive Terrence Kawaja about his thoughts on the current media landscape, including
  
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• How to transition from PR to marketing: 6 execs offer their advice

  15-05-2018 18:22
  PR can be a thankless and exhausting business. I’ve had countless conversations with PR executives ultimately want to get out of PR entirely and move into marketing.
  Having worked with PR professionals for 20 years, there are a few glaring educational deficits for many wanting to make the transition. It’s not just practical skills around marketing disciplines missing; it’s often a shift of perspective to “thinking like a marketer.”
  I asked some stellar marketer&rsqu
  
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• Heading in the right direction

  15-05-2018 18:15
  It’s a left turn here…right?
  Maps. They usually either have a heart-felt or anger ridden memory attached to them. Personally, I love maps. I love the fact you can always rely on them to be accurate, are full of interesting icons and generally please my slight OCD with their neatness. So when Knowsley Safari asked us to look into the design of their maps, I was instantly intrigued. 
  Maps have come a long way in their lengthy history. From the simple hand drawn houses of the Bodl
  
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• The ‘new' Fox predicts 82% of live viewership in fall midst of Comcast/Disney bidding war

  15-05-2018 17:29
  Fox announced a slimmed-down lineup during its Upfront that will draw a predicted 82% live viewership for the fall season.
  Joe Marchese, Fox’s president of advertising revenue announced a new group of over 15 custom ad buys at the event, from show-specific offerings like a Diddy-curated block of commercials during singing competition The Four, to minute-long ‘JAZ Pods’ where two 30-second spots get placed (in 'just the A and Z positions') to air in lieu of longer commercia
  
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• Yakult celebrates ‘The Science of You’

  15-05-2018 17:05
  Yakult has a launched a new campaign created to celebrate ‘The Science of You’, aimed at nourishing both body and mind.
  Created by TLC Marketing, the campaign is running until the end of July on 2.5 million packs of the probiotic dairy product. Customers can claim a free sports or wellbeing session with every promotional pack.
  The London based agency delivered the campaign concept including in-store POS, OOH media as well on-pack stickers for the Yakult and Yakult light brands. A cam
  
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• A smart city is comprised of technology, data and society: but will that build a fairer society?

  15-05-2018 16:50
  The  number of smart speakers bought in 2018 alone has doubled in the last four months with the likes of Alexa and Google Home answering queries in the home. Meanwhile driverless cars are being developed by the likes of Amazon and Tesla to deliver packages cutting human interaction. The idea sparked debate at The Drum’s Smart Cities Off Stone briefing, with the concern that there will be a lesser sense of community and a generation being left behind echoing across the panel. 
  
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• A smart city is comprised of technology, data and community: but will that build a fairer society?

  15-05-2018 16:50
  The  number of smart speakers bought in 2018 alone has doubled in the last four months with the likes of Alexa and Google Home answering queries in the home. Meanwhile driverless cars are being developed by the likes of Amazon and Tesla to deliver packages cutting human interaction.
  The idea sparked debate at The Drum’s Smart Cities Off Stone briefing to launch the Smart Cities edition of the magazine, with the concern that there will be a lesser sense of community and a gen
  
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• UK Top Shazamed ads: Sony Bravia, GO Outdoors and more enter this week's chart

  15-05-2018 16:23
  The Drum's Shazam chart tracks the number of times each ad has been Shazamed over the past week using the music identification app.
  This week sees four new entries including Sony Bravia entering the chart in the number one spot.
  The short clip begins in a dark mysterious forest, with the sounds of Tom Walker's 'Leave a Light On'. Sony brings the forest to life by using its latest TV design to show off the bright and contrasting colours the forest
  
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• Campaign Diary: If you name's not down, you're not coming in (to the Wunderman crapper)

  15-05-2018 16:22 via campaignlive.co.uk
  Wunderman jazzes up its traps; Aldi print ad in 'homage'; and do you think you work for the fittest agency in town? Find out and maybe win a trip Rwanda.
  
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• LG launches microsite to promote three-year partnership with The FA

  15-05-2018 16:17
  Global consumer electronics manufacturer LG Electronics (LG) has launched a new microsite as part of the brand's multi-million sponsorship deal with the FA.
  The site - Live The Game - highlights LG’s passion for combining football with technology and was designed, built and written by digital agency Stickyeyes, working in conjunction with LG and the FA.
  Live The Game will provide football fans with a range of football focused content including video from commentary legend John Motson,
  
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• Unilever's Pukka Herbs banned from using 'detox' to describe its tea

  15-05-2018 16:05 via campaignlive.co.uk
  The Advertising Standards Authority has banned Unilever-owned Pukka Herbs from using the word "Detox" without a permitted health or nutrition claim - a ruling that affects its herbal infusion with that name.
  
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• 5 Gum uses powerful senior stories to inspire young people to have ‘No Regrets'

  15-05-2018 16:05
  It might seem counterintuitive to feature older people in ads to sell gum to young people, but a new campaign by 5 Gum takes aim at inspiring teens by showing touching stories of seniors sharing their biggest regrets in life.
  ‘No Regrets’ is a global initiative that centers on the true stories of seniors in the US, UK, Spain and China. In the five short films, they each share how one regret shaped their lives, hoping to inspire teens to say yes when they said no.
  From Martin, a
  
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• Hostelworld, Giffgaff, Apple: The top 10 YouTube ads in April

  15-05-2018 16:03
  1. Hostelworld: Even divas are believers… Mariah Carey stays in a hostel
  Hostelworld enlisted the help of legendary diva Mariah Carey for this ad, which aims to talk up the level of service people can expect. In the ad, Carey’s assistant accidentally books a hostel, and while at first she is angry she soon comes around and by the end is giving an impromptu performance in the hostel’s bar. No one really believes Carey is about to give up her lavish lifestyle to stay in a hostel
  
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• Coalition for Better Ads appoints Innity as first Asia member

  15-05-2018 15:55
  Digital media company Innity has become the first firm in Asia to join both the Coalition for Better Ads as an associate member granted certification by the Trustworthy Accountability Group (TAG) for Certified Inventory Quality Guidelines (IQG) Seal.
  The Coalition for Better Ads is made up of the world’s leading international trade associations, publishers and agency groups aimed at rolling out standards to improve users’ experiences with online advertising.
  In addition to
  
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• Chatbots to the Big Idea: why Campaign's New Thinking Awards are for those doing different and making their mark

  15-05-2018 15:46 via campaignlive.co.uk
  With the entry deadline of 25 May fast approaching, UK editor Rachel Barnes shines a light on some of the new categories for 2018.
  
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• What have the royals ever done for the arts?

  15-05-2018 15:41
  From the RSC to the ROH, Britain’s most prestigious arts institutions are all by royal appointment. But as Prince Harry marries Meghan Markle, is it goodbye Royal Variety Show and hello Royal Reprezent FM?The marriage of Prince Harry and Meghan Markle means many things to many people, but, while loyalists are bagging their picnic spots and unpacking the union-jack party plates, some hard-pressed arts organisations will be taking a longer view. Once the party is over, reality strikes: a roy
  
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• Scouts introduces ‘skills for life’ positioning as it looks to drive recruitment

  15-05-2018 15:37
  Promoting greater social cohesion, inclusivity and improving social mobility is the aim behind the The Scout Association’s new strategy for 2018-2023, released today (15 May).
  Through its ‘Skills for Life’ positioning, the Scouts will show young people how the skills they learn scouting can be applied to their future careers. This move is supported by research carried out by the organisation, which finds young people today are particularly concerned about their prospects when i
  
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• BBC Scotland's new channel delayed until early 2019

  15-05-2018 15:17
  BBC Scotland has delayed the launch of its new channel until February next year, behind the original plan when it was tentatively set to go live this Autumn.
  Having been given the consent of Ofcom last month to create the new channel, BBC Scotland director Donald MacKinnon has informed staff via a memo that there will be a delay, despite commissions for programming being underway.
  “In deciding when to launch, we looked at a number of options, including late autumn and around Chri
  
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• Uniqlo creates Japanese-themed experiences

  15-05-2018 15:12 via campaignlive.co.uk
  Uniqlo, the high-street fashion retailer, is creating a Japanese-themed experience to celebrate its heritage with feature activities, workshops and live music.
  
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• Tess Alps bestowed with AA's Mackintosh Medal

  15-05-2018 15:02 via campaignlive.co.uk
  Tess Alps, the chair of Thinkbox, has been named the latest recipient of the Advertising Association's Mackintosh Medal, which recognises personal and public service to advertising.
  
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• ITV signs up Budweiser, Volkswagen and Screwfix to sponsor World Cup coverage

  15-05-2018 15:00 via campaignlive.co.uk
  ITV has signed up a trio of brands to sponsor its coverage of this summer's World Cup, which takes place in Russia from 14 June to 15 July.
  
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• Kargo’s pivot reduces headcount as it agrees UK tie-up with Sublime Skinz ahead of GDPR

  15-05-2018 14:39
  Mobile advertising firm Kargo is set to move away from its earlier ad network model towards pure-play programmatic in a pivot that has seen it cut approximately 40 staff, plus transfer the majority of its UK workforce to Sublime Skinz.   
  The lay-offs took place in April, The Drum understands, with chief executive Harry Kargman explaining that the headcount, prior to the cuts, was circa-275, and that just shy of 15% had since exited the company. This was to accommodate its shift toward
  
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• Axe denies hiding ‘suck my balls’ lyrics in You Gold ads – did it though?

  15-05-2018 14:20
  Unilever-owned Axe has put out an ad denying that its ‘You Gold’ films feature a song with the lyrics ‘suck my balls’.
  A handful of ads (1,2,3,) promoting Axe Gold body spray feature the track Pure Gold (Dumb Bunny & Joseph Remix). The song appears to include explicit lyrics – and they have managed to sneak past censors.
  Responding to debate in the comments section of YouTube, Axe and its ad firm 72andSunny Amsterdam reached out to
  
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• Easyjet CEO: ‘We want to be the most data-driven airline in the world’

  15-05-2018 14:15
  EasyJet CEO Johan Lundgren has promised that he will create “the most data-driven airline in the world” as the low-cost carrier looks to data to increase revenue, improve customer loyalty and cut costs.
  Speaking on an investor call today (15 May), Lundgren said that despite the low-fare airline boasting 36.8 million passengers last quarter – an increase of 8.8% year on year –  the company could “do better” when it comes to the customer experienc
  
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• Mars appoints US brand director Cavanaugh to succeed Michele Oliver as top marketer

  15-05-2018 13:58 via campaignlive.co.uk
  Mars Wrigley Confectionery UK has appointed New York-based Kerry Cavanaugh as marketing director chocolate.
  
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• All talk, no clout: How Klout failed to provide value to marketers

  15-05-2018 13:40
  Klout, an app which scores peoples’ influencer on social media, is set to close on 25 May. That’s the also the deadline for companies to comply with European data privacy rules. Coincidence? Probably not. But whether Klout was or wasn’t selling your data, it failed because it was attempting to distill a person’s entire social media footprint into a single two-digit score.
  Sci-Fi author John Scalzi verbalised the concerns of many when he described Klout’s mission as
  
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• Marketoonist on brand standing

  15-05-2018 13:26
  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 brand standing appeared first on Marketing Week.
  
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• EasyJet marketing shakeup continues with reinstatement of CMO

  15-05-2018 13:14
  EasyJet has appointed a new chief marketing officer (CMO) in Lis Blair, currently the airline’s CRM and insight director, in yet another shakeup to the division.
  It marks a return of the CMO role to EasyJet’s management board. Blair’s appointment comes after the departure of chief commercial officer Peter Duffy, who until earlier this year managed all revenue generation at the company as well as its marketing and digital. 
  In splitting its marketing function out from sales
  
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• Post-Modern Martech: Real 1:1 Customer Interactions, At Long Last: Excerpts from a new book series on the rise of post-modern marketing

  15-05-2018 12:47
  Each month, The Drum is publishing a chapter from “Paradox: Feeling Machines and the Rise of Post-Modern Marketing”. The fourth chapter, Post-Modern Marketing: Real 1:1 Customer Interactions, At Long Last, explores why marketers must master the digital technologies of the modern marketing tech stack before they can attain the post-modern marketing near-future of one-to-one customer interactions that deliver emotionally driven ‘wows’.
  IBM’s first chief brand officer,
  
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• Laundry powder Omo's Corinthians logo only appears on a sweaty jersey

  15-05-2018 12:41
  Few football sponsors deliberately obscure their logo but Brazilian laundry powder brand Omo debuted at Corinthian’s Stadium in style, running invisible branding on the shirts at the start of the game.
  As the match progressed, players’ sweat activated hydrochromic ink on the jerseys thus unveiling Omo as the club’s sponsor during the opening game of the Brasileirão 2018 season.
  Giovanna Gomes, marketing director of Omo, said: "the brand is constantly innovating
  
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• EasyJet marketer U-turn shows data-led brands must rely on specialists

  15-05-2018 12:35 via campaignlive.co.uk
  EasyJet's U-turn over hiring a chief data officer to replace veteran marketer Peter Duffy is a recognition that data-led brands must be led by specialists to support a chief marketing officer.
  
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• CMOs: brands are failing to optimise consumers thanks to bad emails

  15-05-2018 12:27 via campaignlive.co.uk
  Brands are failing to realise the revenue potential of their consumers, 77% of marketing leaders believe - a figure that has barely shifted in a decade.
  
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• How can global brands overcome Ramadan as a tickbox exercise?

  15-05-2018 12:10
  The Muslim holy month of Ramadan starts this week and each year we see some brands meekly dip a toe into the Ramadan pool. Up pop clichéd ads giving a nod to the religious festival through customary crescents, minarets and a ‘Ramadan Mubarak’ slogan. Those brands and advertisers then promptly pat themselves on the back with a sense of ‘it’s job done’ and that Ramadan box has been ticked.
  But living and working in the Middle East, I can categorically say that
  
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• Cambridge Analytica tip of iceberg as Facebook suspends 200 data misuse apps

  15-05-2018 11:39
  Facebook has suspended, and is investigating, 200 apps that it suspects abused user's data before 2014 when the social network upped its privacy protection protocols.
  In 2014, a new platform policy offering greater protection of user data reduce the personal information that apps can access.
  The investigation net has been cast beyond Cambridge Analytica which allegedly exploited Facebook data vulnerabilities to farm user data. The company recently filed for insolvency following "unfounded a
  
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• H+K chief content strategist Vikki Chowney departs for Conde Nast

  15-05-2018 11:29
  Vikki Chowney, chief content strategist at Hill+Knowlton Strategies has moved into the publishing sphere having accepted a post as director of brand partnerships at Conde Nast Britain.
  Chowney’s new duties will see her take command of the publisher’s creative studio, harnessing the editorial expertise of titles such as Vogue, GQ and Wired, to create client content.
  Reporting directly to UK chief digital officer Simon Gresham Jones Chowney will bring to bear a wealth of experience gle
  
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• The Correspondent receives philanthropic backing to fund global marketing campaign

  15-05-2018 11:08
  The Correspondent, a subscriber-only news site where the readers are given an involvement in creating and shaping the stories, has partnered with philanthropic investment firm Omidyar Network for funding.
  The Dutch website, which does not run ads of any type, has secured $950,000 in runway funding. With this aid, it has partnered with Blue State Digital – the digital team behind president Obama’s election campaign. Creative partner Momkai is also on board to create a global
  
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• Vodafone calls on CFO Nick Read to serve as CEO

  15-05-2018 11:07
  Vodafone has named group chief financial officer Nick Read as the successor to outgoing chief executive Vittorio Colao who will leave the post with effect from 1 October. As a result, Read will be named as group chief-executive designate at the telecoms giant’s annual general meeting on 27 July - presaging a period of transition at the top.
  Read attained his present post in 2014 following a successful spell at the group’s emerging markets division spanning Africa, the Middle Eas
  
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• Is China’s creative industry failing to keep pace with its thriving technology sector?

  15-05-2018 10:41
  China’s creative industry needs to shift from following to innovating if it wants to keep pace with the country’s thriving technology sector, according to Jones Knowles Ritchies' René Chen.
  Chen, who is partner and managing director of Jkr Shanghai, and is a leading figure in China’s creative, design and branding industries, told The Drum, while China’s enterprising digital and tech companies like Alibaba and Huawei are leading innovators globally, t
  
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• Q&A: Andrew Kelly of The Future Customer explores the new dynamic between brands and their customers

  15-05-2018 10:30
  The Drum Network recently met Andrew Kelly, VP sales and marketing at Olson 1to1 and The Future Customer, to discuss his recent move from the US to London and how the empowered customer is impacting more than ever before on the way brands do business…
   
  Hello Andrew. So, what brings a New York boy like you to London?
  Well, London is always a great place to be, but ICF Olson’s recent acquisition of The Future Customer was the impetus for my move. I’m here to support and pr
  
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• WPP AUNZ launches engagement agency targeting government and private sector companies

  15-05-2018 10:09
  WPP AUNZ has launched a stakeholder and community engagement agency to cater for the group’s government and private sector clients.
  The Bond & Associates will provide research, data, policy, communications, engagement and government sector expertise to clients around complex public projects and services.
  The agency will be led by national director Gail Morgan, who was previously an advisor at corporate communications and public affairs agency Newgate Australia.
  The launch comes as Aust
  
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• Publicis Media UK chief Sue Frogley hails new Television Centre home for its agencies as 'iconic'

  15-05-2018 09:54
  Publicis Media UK’s recently installed chief executive, Sue Frogley has hailed the former BBC building in White City as ‘an iconic location steeped in rich heritage’ following the company’s announcement to move over 2,000 of its staff into the premises.
   
  Publicis Media will unite its seven media agency brands and supporting businesses within the recently refurbished BBC Television Centre site, where iconic TV programmes such as Blue Peter and Doctor Who were on
  
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• Digital revenues up, but profits down at Dentsu

  15-05-2018 09:47 via campaignlive.co.uk
  Both Dentsu Inc and Dentsu Aegis Network are earning more from digital, but challenging markets, Japanese work reforms and planned investments weigh on Q1 profits.
  
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• Jägermeister's JägerHaus returns with Hot Chip at All Points East

  15-05-2018 09:41 via campaignlive.co.uk
  Jägermeister, the German liquer brand, is hosting a Hot Chip DJ set at its JägerHaus experience at All Points East festival.
  
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