Marketing news

• Goodyear celebrates 100 years of basketball during conference finals

  18-05-2018 21:53
  Basketball history will be on display during the NBA's Eastern Conference Finals, thanks to tire maker Goodyear's well maintained archives.
  During Saturday’s Game 3 of the Eastern Conference Finals between the Cleveland Cavaliers and the Boston Celtics, Goodyear – the official tire of the Cavaliers – will unveil a new commercial by GSD&M celebrating its 100-year basketball heritage. 
  The new creative, titled '100 Years,' showcases Goodyear’s long standing basketb
  
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• Dunkin’ Donuts hires Drayton Martin as VP of brand stewardship

  18-05-2018 21:11
  Dunkin’ Donuts has named Drayton Martin its vice president of brand stewardship.
  She joins from MullenLowe, where she most recently served as executive director. During her time at the agency, she worked with brands including JetBlue, Century21, and Four Seasons Hotels & Resorts.
  In her new role, she’ll be tasked with leading the development and implementation of Dunkin’ Donuts’ brand messaging across channels including advertising, packaging, in-store and digital. Sh
  
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• ESPN’s ‘Bossy’ features the best players in the WNBA making boss moves

  18-05-2018 20:39
  As the NBA prepares for its final few weeks, the WNBA is getting ready to tip off its 2018 season tonight (May 18). On Sunday, May 20, ESPN will roll out the latest installment of the ‘Life Needs Sports’ campaign with ‘Bossy,’ featuring some of the best players in the WNBA.
  The campaign, which will run across television, radio, digital and social platforms, features WNBA stars including floor generals like the Minnesota Lynx’s Maya Moore and 
  
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• As NBA Finals approach, importance of holding the trophy is highlighted in new ads

  18-05-2018 19:14
  The NBA is shooting for the Finals with its new spot, 'Finally Mine.' The creative shows the extreme emotions players go through when they win an NBA championship.
  Whether it's tears of joy, or unrestrained enthusiasm, NBA players experience intense emotions once the Larry O'Brien Trophy is finally in their arms. 'Finally Mine' features current and former NBA stars like Steph Curry, Tim Duncan, LeBron James, Michael Jordan, Shaquille O’Neal, Dirk Nowitzki and others hugging the trophy
  
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• Why brand safety is everything

  18-05-2018 18:24
  The internet has undeniably built new ways for brands to communicate to audiences. With up to 1.2 zettabytes per year worth of internet traffic, companies such as Facebook, YouTube and Twitter are capitalising on massive online reach and offering brands the option to advertise on their platform. However, as convenient as it may be for brands to increase their online reach, digital advertising can sometimes go wrong. We’ve seen this happen with&n
  
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• Robots confer and decide that Sprint is their choice for the lowest priced unlimited mobile

  18-05-2018 18:08
  Evelyn and her band of mocking robots are back to promote Sprint and question why their maker is still with Verizon in the newest chapter of the AI-inspired campaign.
  Part of ‘The SuperIntelligent Mission’ campaign, done in collaboration with Droga5, the launch film, ‘Time to Go,’ continues the action started during the Super Bowl, which introduced smart robot Evelyn. In that spot, a scientist testing the intelligence of the chess-playing robot is surprised when she start
  
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• Denise Morrison out as Campbell Soup chief executive

  18-05-2018 17:53
  Campbell Soup chief executive Denise Morrison is retiring from her role, which she’s held since 2011. Her retirement is effective immediately.
  Keith McLoughlin, a member of the company’s board since 2016, has been named interim chief executive, and according to Campbell Soup, he will remain a member of the board “to facilitate an orderly transition in management.” McLoughlin previously served as chief executive and president of Electrolux AB, a global home appliance
  
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• Banking on inertia: how US banks are missing the online opportunity

  18-05-2018 17:35
  With only 27% of North American consumers stating that they have a seamless experience from their banks’ branch, online and mobile offering despite 60% of them using online banking at least weekly , the pressure is on for these large organisations to shift their customer strategies to active engagement from one that relies on inertia. This week The Drum’s Mystery Shopper reviews the online performance of the USA’s top four banks in terms of numbers of branches open to identify
  
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• Beefeater Gin unleashes the scent of summer in Oxford Circus tube station

  18-05-2018 17:05
  Beefeater Gin has taken the scent of summer into London's underground to promote its pink strawberry gin. Filling the station with strawberry smelling posters, commuters are supposedly wafted with a scent of sweet strawberry and hopefully tempted to seek a drink. 
  The Pernod Ricard-owned brand developed the campaign with Posterscope and Havas to create the immersive out of home ad. To create the scented posters, a new screenprint process was devised that infuses scented
  
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• WPP investor backs chairman over unpublished Martin Sorrell report

  18-05-2018 16:57
  Revolt expected at marketing and advertising giant’s annual shareholder meeting in JuneWPP’s largest shareholder has backed the chairman Roberto Quarta’s decision not to reveal the outcome of an investigation into the conduct of the founder Sir Martin Sorrell before an expected revolt at the marketing and advertising company’s annual shareholder meeting next month.The influential shareholder advisory group Glass Lewis told investors this week it had “severe reservat
  
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• Sainsbury's Mark Given: sometimes voice tech just makes people's lives more complicated

  18-05-2018 16:40 via campaignlive.co.uk
  While voice offers real possibilities for improving consumer experience, marketers should be wary of focusing on it when there's an existing technology that's more effective for a role, Sainsbury's marketing director Mark Given has said.
  
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• No, I’m not going to opt-in to your email database just because you want me to

  18-05-2018 16:39
  A law designed to reduce email spam has left me with an inbox full of people asking me if I want to keep letting them send emails to me – but why do so many offer so little in return? 
  Like so many others, I’m subscribed to a lot of email lists and, as a result, the past weeks have seen my personal inbox bursting at the seams with GDPR ‘opt-in’ emails. Hundreds of emails, all from organisations asking me if I want to grant permission for them to keep processing my da
  
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• EasyJet, BT, McDonald’s: 5 things that mattered this week and why

  18-05-2018 16:13
  McDonald’s begins push to highlight innovations in customer service
  When you think of McDonald’s, table service is not the first thing that comes to mind but the fast food giant is trying to change this in a marketing push to highlight innovations around customer service.
  This week it launched three new adverts highlighting how McDonalds customer service is improving people’s lives. The first two TV ads, which will be supported by radio and social, sees struggling new parents f
  
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• Colin Lewis: How to be a modern day marketing mystic

  18-05-2018 16:00
  Since time immemorial, humans have longed to learn what the future holds for them. Soothsayers, fortune-tellers and clairvoyants have targeted that particular market with gusto, with hundreds of discredited and often absurd methods. Think reading tea leaves, consulting tarot cards, numerology and phrenology. In Ancient Rome, there were even religious officials called haruspex who interpreted omens by inspecting the entrails of sacrificed animals.
  Whatever form fortune-telling takes, the basic ou
  
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• Aleksandr puts his own spin on a Barbra Streisand classic in Meerkat Movie push

  18-05-2018 15:56
  Compare the Market's fuzzy ambassadors, Aleksandr and Sergei, have returned to screens with their own rendition of the Barbra Streisand classic, Rain On My Parade.
  Drawing inspiration from Streisand's classic 1968 film Funny Girl, the spot seeks to bring to life the variety of films that can be seen with a year’s membership to Meerkat Movies – the insurance provider's two-for-one cinema ticket service.
  Shot on location in South Africa's Cape Town, the film pays homage
  
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• Aleksandr puts his own spin on a Barbara Streisand classic in Meerkat Movie push

  18-05-2018 15:56
  Compare the Market's fuzzy ambassadors, Aleksandr and Sergei, have returned to screens with their own rendition of the Barbara Streisand classic, Rain On My Parade.
  Drawing inspiration from Streisand's classic 1968 film Funny Girl, the spot seeks to bring to life the variety of films that can be seen with a year’s membership to Meerkat Movies – the insurance provider's two-for-one cinema ticket service.
  Shot on location in South Africa's Cape Town, the film pays homage
  
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• Minister calls on ad industry to set targets for representations of disability

  18-05-2018 15:21 via campaignlive.co.uk
  Sarah Newton, MP, the minister for state for disabled people, health and work, has called on the advertising industry to set itself targets to increase the representation of people with disabilities in advertising.
  
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• We Are Boutique go trekking for CALM fundraiser

  18-05-2018 15:14
  Full-service communications agency We Are Boutique are aiming to raise £1000 by trekking Yorkshire’s infamous Three Peaks in aid of CALM (Campaign Against Living Miserably), the charity dedicated to preventing male suicide. The announcement comes during mental health awareness week (14 to 20 May), which aims to put the spotlight on and help those suffering from poor mental health.
  On 7 June, the agency’s workforce will embark on an arduous 24-mile route, taking them up Yor
  
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• James Murphy: time for ad industry to 'barrel through' and make the best of Brexit

  18-05-2018 15:09 via campaignlive.co.uk
  No matter how or when Brexit is finally resolved, the industry needs to "barrel through" and make it work, James Murphy, founder and group chief executive of Adam & Eve/DDB urged at Media360.
  
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• Reimagining advertising plc, from the rise of the 'cagencies' to non-negotiable trust and transparency: the Campaign newscast goes to Brighton for Media360

  18-05-2018 14:10 via campaignlive.co.uk
  OMD's UK chief Dan Clays and Google's director of U.K. agency sales Matt Bush join Campaign's Gideon Spanier and Claire Beale for the latest Campaign Newscast podcast from Media360.
  
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• Google's Nishma Robb: Diversity panels? I'd ban the lot of them

  18-05-2018 13:59 via campaignlive.co.uk
  The marketing and media industries should stop pigeonholing diversity as a topic separate from business and creativity, Google ads marketing director Nishma Robb said.
  
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• Google Nishma Robb: Diversity panels? I'd ban the lot of them

  18-05-2018 13:59 via campaignlive.co.uk
  The marketing and media industries should stop pigeonholing diversity as a topic separate from business and creativity, Google ads marketing director Nishma Robb said.
  
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• Farmers Insurance shifts language to Brit-speak for royal wedding week

  18-05-2018 13:56
  The royal wedding frenzy is upon us, and Farmers Insurance is doing its best to align with British culture by taking some of its most popular ‘Hall of Claims’ spots and pepping them up with British slang.
  The insurance brand is celebrating the highly anticipated nuptials by ‘British-ifying’ its brand for the week leading up to the crowning event. Declaring, “We’re all a little British” in honor of the big day, Farmers has created British versions of its
  
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• YouTube Re:View: Bohemian Rhapsody, Eurovision twist & Fresh Prince of Bel Air

  18-05-2018 13:53
  YouTube Re:View
   
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  Welcome to our roundup of YouTube Re: View. This week, we get a glimpse of Queen and Freddie Mercury’s biopic, look back over Prince Harry and Meghan Markle’s blossoming romance and take a trip back to the ‘90s to the American town of Bel-Air.  
  Bohemian Rhapsody trailer celebrates Queen
  Is 20th Century Fox winning at [YouTube] life? We’ve been completely obsessed with their recent trailers and ad series (think Deadpool and The Grea
  
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• Marketing Week Masters

  18-05-2018 13:40
  Overview
  The Marketing Week Masters celebrate and reward true mastery in marketing. Marketing Week is the only UK title that covers everything in marketing from strategy through to execution and the Marketing Week Masters are the only awards to do the same.
  Open to brands, agencies, in-house marketing teams, designers, consultancies, PR firms, charities and any organisation who has delivered outstanding marketing, these awards are unique in their scope and prestige.
  Attracting hundreds of entri
  
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• Wake up and smell the GDPR

  18-05-2018 13:05
  How many more sleeps to GDPR? The morning of Friday 25th May can’t come soon enough. Oh, how I long to not wake up to find at least five emails demanding that I ‘opt in’ to X and to ‘click this link’ if I want to keep receiving useless information about Y. To say I’m over GDPR is an understatement. 
  Personal perceptions aside, this is pretty serious stuff for brands. At least that’s what we’ve been led to believe. The spotlight has been b
  
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• Automotive insights: customer retention key to reversing the decline in sales

  18-05-2018 12:50
  Things don’t stand still in the automotive world for long. That’s why, a year on from  the Automotive Insights study, from HPS Group, it has decided to take another look and assess the current state of the UK automotive market.
  Private registrations
  The UK new car market declined by 5.7% in 2017, and 2018 is appearing to be following suit, against a backdrop of Brexit-related economic uncertainty and likely interest rate rises. 
  This latter point is relevant as 86
  
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• Ad of the day: Channel 4 brings Gilead's laws to UK in totalitarian Handmaid's Tale takeover

  18-05-2018 12:49
  With season two of the Handmaid's Tale poised to return to Channel 4 on Sunday (20 May), the broadcaster has launched a chilling campaign which brings the oppressive laws of fictional totalitarian state Gilead to British shores. 
  Nodding to the regime's patriarchal laws, which seek to control the fate of women and remove freedom from the red-cloacked handmaids, Channel 4 has taken over the cover of the Metro and London Waterloo station with messages stating things like 'Women are not allowe
  
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• The art of the rebrand: why you need to focus on the 'why'

  18-05-2018 12:41
  Mark Bower explains how a rebrand must always start with the right question.
  Branding means different things to different people. At the most trivial level people talk about colours, typography and company logos. To some, a rebrand might involve nothing more than a bit of visual tinkering. That’s one approach, and you may see some minor benefit from this kind of surface-level activity. But to affect significant organisational change? That takes something way more fundamental.
  In reality, a
  
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• The client/agency relationship matters more than ever

  18-05-2018 12:38
  In working on The Drum’s Creative Cities Seattle project last year, it was hard not to notice the relationship between the two main players on the project: PB &Seattle and Visit Seattle. In many meetings and conversations with Britt Fero, principal at PB& and Ali Daniels, chief marketing officer of Visit Seattle, a few things stood out in the best possible ways.
  First, the openness in which they communicated with us and each other. At times, conversations between clients and agenci
  
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• Diageo digital chief: using AI means letting go of 'creativity-stifling' perfectionism

  18-05-2018 12:34 via campaignlive.co.uk
  Taking advantage of the opportunities presented by artificial intelligence has meant overcoming resistance from within Diageo's organisation, its chief digital officer Ben Sutherland said.
  
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• Agencies: disrupt yourselves before the unbundlers do it for you

  18-05-2018 12:06
  As his remarks at New York’s Technomony conference suggest, Sir Martin Sorrell thinks the industry still remains ‘capable of reinvention’. As a man who grew his empire by snapping up the greatest shops of the time and bringing them together to achieve scale and efficiency, it’s not hard to imagine that ‘reinvention’ suggests leaner models still to come. 
  But he’s not the only one suggesting a more viable model for the industry. If the influx of mana
  
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• Is Chrome ad-blocking a necessary evil?

  18-05-2018 11:10
  Much has been said and written about Google integrating a built-in ad blocker to its widely popular Chrome browser in order to cut down on intrusive ads that do not follow the Better Ads Standards set by the Coalition of Better Ads used to improve web users experience.
  There were both positive and negative reactions to this when it was first announced last June. It was only recently, before the practice came into force in February of this year, that it was clear how ad-blocking works in Chrome.
  
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• AI artist behind art for latest Bloomberg cover

  18-05-2018 11:09
  Independent thought may be one of the last bastions of human creativity amidst an unrelenting rise in computer processing power but even that citadel may be about to fall if the latest artistic works from a computer taught to paint are any indicator.
  Stanford researcher Robbie Barrat is in the vanguard of these efforts having devoted his career to teaching computers how to paint novel landscapes without human guidance leading him to loftily predict that art galleries of the future could be playi
  
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• Disagreeable copywriting – why the best writers never play nice

  18-05-2018 10:54
  The copywriters I know are nice. They have soft hands and smell like willow trees and Maltesers. In the event of a hurricane, they would paddle canoes from bungalow to bungalow rescuing old ladies and their clammy cats.
  But the very best copywriters I know are also entirely disagreeable.
  It’s a form of disagreeability that doesn’t manifest in the usual ways. It isn’t the sort of prickling hostility you see quarrelling with car park attendants or being noisy in the cinema.
  Inste
  
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• BT launches countless paper aeroplanes for ‘Moments’ brand campaign

  18-05-2018 10:38
  BT has launched its ‘Moments’ brand campaign, transforming the London skyline with countless paper aeroplanes flown as a metaphor for BT’s ability to help facilitate people being present for life’s most important moments.
  Encompassing a TV ad, out-of-home, cinema, online video and social media the AMV BBDO campaign kicks off tonight on ITV
  Zaid Al-Qassab, chief brand and marketing officer at BT, said: “Our new campaign recognises the different ways BT help
  
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• Hayman's stages 'ginema' screenings

  18-05-2018 10:34 via campaignlive.co.uk
  Gin brand Hayman's of London is turning its distillery into a gin-themed pop-up cinema.
  
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• Three neglected rules marketers must follow to improve communication with customers

  18-05-2018 10:30
  Marketers today have never been more accountable. The explosion of technology and rich data in this space means that marketers are now able to make – and justify - decisions based on robust insights, rather than gut feel.
  The temptation for marketers is to stampede towards the latest technological solution but, in reality, while the media carrying your messaging may change, the basic components of successful marketing almost always stay the same. During years of measuring and optimising th
  
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• Harry & Meghan wedding: #NotInvited campaign submitted to The Drum Chip Shop Awards

  18-05-2018 10:00
  Brands of all hues are getting on board the Royal Wedding this weekend. But how best to hijack the event to use marketing to change the world? It was obvious to Kastner and Partners in London what needed to be done -- use the Royal Wedding to put the London homeless crisis in the public eye. 
  Windsor is clwell known for it's most famous resident, the Queen and sees seven million tourists each year. Yet there is a darker side to the affluent
  
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• Pots&Co to create pudding-themed dining experience

  18-05-2018 09:57 via campaignlive.co.uk
  Luxury pudding brand Pots&Co is inviting dessert lovers to sample a selection of its puds - including the newest and most decadent additions to its product line.
  
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• Beer brand Mahous spearheads Spanish invasion of London

  18-05-2018 09:33
  Madrid’s premier beer brand Mahou is eyeing up markets beyond its own shores by throwing itself into a major multi-channel marketing campaign in the UK which celebrates the brand’s urbane connections.
  Having already conquered an impressive 70% of the Spanish beer market Mahou has set its sights on Britain, bringing an armada of artists, musicians and chefs along for the ride when it hits London this summer.
  A trio of experiential events will promote the brand, kicking off with two ev
  
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• Royal Wedding round-up: how top brands are marking Harry & Meghan's nuptials

  18-05-2018 09:30
  Ever since Prince Harry plucked up the courage to propose to Suits actress Meghan Markle over a roast chicken, the Royal Wedding media frenzy has been mounting, and now – for better or for worse – some of the nation's best-known brands are marking the big day in their own special way. 
  Speculation is mounting over everything, from the Queen's hat to who has made it on to the 600-person guest list; from which designer is behind Markle's dress to the Prince's vows.
  
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• How Nike created a buzz in the suburbs of Paris

  18-05-2018 09:17 via campaignlive.co.uk
  Nike took to the suburbs of Paris for the unveiling of its latest trainer, using influential trendsetters and fans to get people talking about the brand.
  
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• Chang Beer adds hip hop to its Urban Pulse series via Vice Media partnership

  18-05-2018 09:12
  Chang Beer is taking its Urban Pulse series to Vietnam, partnering with Vice on a “tribute” to hip-hop originator Vietmax and his collaborators Wowy, Ha Le, DJ Slowz and SubyOne.
  The tribute will premier on 18 May and a series of events across Vietnam, curated by Vietmax, will follow, helping to promote the partnership.
  The campaign is the latest to come from a new major brand platform for Chang Beer, which is looking to shed its old image, literally, as it has a cleaner, greener loo
  
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• BBC's ambitious World Cup campaign makes history with an embroidered tapestry animation

  18-05-2018 08:39 via campaignlive.co.uk
  Every frame of the BBC's World Cup ad was individually embroidered, while a real tapestry will live on after the tournament as a historical record of iconic football moments.
  
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• Helen Tupper: Turn lack of knowledge to your advantage

  18-05-2018 08:05
  We’re lucky in our profession that we are provided with a constant opportunity to learn, develop and increase our knowledge. While the basics of marketing remain, how we execute against them changes constantly due to the dynamics of our markets, the expectations of our customers and the impact of technology.
  We’re expected to know about everything from the impact of GDPR to the role of chatbots in the customer experience and the efficiency of programmatic advertising, to name bu
  
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• Tim Armstrong would be good for WPP, but WPP might not be good for him, says Maurice Levy

  18-05-2018 08:00
  Reports that Tim Armstrong, Oath’s chief executive, is the main target to succeed Sir Martin Sorrell would be a good move for WPP but not so for the man himself, according to Maurice Levy, former chief executive of Publicis Groupe.
  Speaking to The Drum, Levy talked of his “good friend” Armstrong, who he has known for over a decade, since they worked together on a deal that saw Publicis first partner with Google when Armstrong was the tech giant’s head of sales.
  Armstrong
  
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