Marketing news

• Budweiser plays up its music cred in search-oriented OOH campaign

  31-05-2018 23:06
  Budweiser might be most associated with its iconic Clydesdales, but the beer brand has worked hard in recent years to align itself with the global music scene as well. This fall, Budweiser will host its seventh annual Made in America festival in Philadelphia, and the Anheuser-Busch brand’s new music workshop and performance series, dubbed BUDx, has taken it to India, South Korea and Chile.
  In Brazil, Budweiser recently launched a clever out-of-home (OOH) campaign to promote its new tagline
  
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• Incredibles 2 promo for American Egg Board features how the animated stars enjoy their eggs

  31-05-2018 22:10
  It’s been 14 years since the first Incredibles movie came out, and the long-awaited sequel is wasting no time on brand integration, partnering up with the American Egg Board for a relaunch of ‘The Incredible Egg’ featuring some of the animated characters.
  Disney Pixar’s Incredibles 2 opens in US theaters on June 15 and the animated gang is jumping on board by stating how they like their eggs done. Last fall the American Egg Board relaunched The Incredible Egg by
  
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• ANA acquires Data & Marketing Association

  31-05-2018 20:42
  The Association of National Association (ANA) continued its acquisition spree today with the addition of the 101-year-old Data and Marketing Association (DMA).
  Terms of the deal were not disclosed. The acquisition is scheduled to be finalized by July 1 of this year. According to the ANA, the trade body will now be “the single largest trade association” in the US dedicated to all aspects of marketing. The combined entity will comprise 2,000 companies representing 20,000 brands an
  
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• Marketing leaders reveal what local brands can do to go global

  31-05-2018 20:39 via campaignlive.com
  Brand leaders came together for McCann's second annual "The Truth About Global Brands 2: Powered by the Streets" study.
  
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• Barclaycard hunts new creative agency after a decade with Iris

  31-05-2018 20:00
  Barclaycard has launched an ad review, hunting a creative agency with “unparalleled creative capabilities,” putting Iris on alert.
  Iris was appointed to the brand’s direct marketing account in 2009 but has managed more of the brand's above the line work after BBH ended its work with the brand in 2015. Iris' last work, the ‘Start to Win’ campaign, ran last September. 
  The brand's most recent marketing campaign featuring The Muppets was created by AKQA. 
  
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• How 84 male-suicide statues on the ITV Tower led to 34% more people reaching out for help

  31-05-2018 19:40 via campaignlive.co.uk
  Calm, the charity that works to prevent male suicide, has recorded 34% more people reaching out for help in a time of crisis after it installed 84 sculptures of men with a hood pulled over their faces on top of the ITV tower.
  
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• Barclaycard kicks off creative agency review

  31-05-2018 18:19 via campaignlive.co.uk
  Barclaycard is reviewing its creative account, with incumbent agencies Bartle Bogle Hegarty London and Iris expected to repitch.
  
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• Burger King is celebrating National Donut Day with a Whopper donut

  31-05-2018 18:07
  Burger King restaurants across the country will serve up Whopper burgers with holes cut in the middle on Friday, 1 June to celebrate National Donut Day.
  The “frame-grilled donut,” which also comes with a mini slider made from the part cut out in the middle, will be available in select restaurants in New York, Los Angeles, Miami, Boston and Salt Lake City. 
  For donut enthusiasts who don’t live in one of those areas, no need to fret: Burger King and BuzzFeed’s Tasty ch
  
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• Search now accounts for 21.9% of all ad spend with display budgets suffering as a result

  31-05-2018 18:00
  Advertisers across the world are spending more than one-fifth of their ad dollars on search ads with growth in the sector coming at the cost of online display, according to research which also suggests that a fifth of US advertisers have now fully moved their programmatic buying in-house.
  In its latest monthly Global Ad Trends report, Warc claimed that the total search advertising market will amount to $100.5bn in 2018, representing a rise of 11% year-over-year, with mobile accoun
  
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• How mattress firm Simba built its brand using Facebook

  31-05-2018 17:30
  The post How mattress firm Simba built its brand using Facebook appeared first on Marketing Week.
  
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• Retailers must skip AR and embrace VR

  31-05-2018 17:00
  With the launch of Facebook’s Oculus Go headset at the beginning of May virtual reality (VR) is finally ready to hit the mainstream. At a price point of £199, free from wires tethering the user to a computer or smartphone, offering access to increased content and providing a better experience than ever before, there is an expectation that VR will finally start to live up to the hype that has been generated around it over the last couple of years.
  The new VR opportunity for retailers
  
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• Anomaly's Carl Johnson: 'Most agencies are fucked up by fear and ego and greed'

  31-05-2018 16:53 via campaignlive.co.uk
  Carl Johnson, co-founder and global chief executive of Anomaly, reckons that values are the "secret sauce" to a successful agency business.
  
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• UK Top Shazamed ads: Vauxhall, Lloyds Bank and more

  31-05-2018 16:50
  Lloyds Bank black horse has moved to ninth place in this week's Shazam chart.
  The short clip begins with a young girl woken up in the middle of the night by her mother, preparing for an event. Walking to the beach with village locals, as dawn breaks, they view the fantastic sight of a stable of wild black horses running along the shore. She, and the villagers, then run down to meet the horses. The advert is set to a cover of the Olive song You’re Not Alone, recorded by Astraea.
  T
  
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• Tic Tac's open house will take visitors through its colourful 50-year history

  31-05-2018 16:07 via campaignlive.co.uk
  Tic Tac, the mints brand owned by Ferrero, is creating an experience to showcase its 50-year history and give customers a chance to create their own flavour mix.
  
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• Taking back control: Deutsche Telekom on its journey to create a hybrid media model

  31-05-2018 15:45
  Deutsche Telekom’s hybrid media model created shock waves when it launched. In a “progressive” overhaul of its operations, the German mobile operator took media strategy and steering in-house and divvied up the rest of its media model into four ‘lots’: media analytics, campaign planning and buying, programmatic buying, and search advertising and affiliate marketing.
  The move means one agency no longer has control over Deutsche Telekom’s media budget. Instead,
  
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• Cannabis ad goes live in Japan, Alibaba introduces food delivery drones: International round-up

  31-05-2018 15:34
  First outdoor advert for medicinal cannabis goes live in Japan
  In a landmark move, an outdoor ad for medicinal cannabis has gone live in Japan with the help of an Australian-based health brand Elixinol .
  The launch follows a drawn-out battle with Japanese regulators, therefore marking the first time a company has gained approval to advertise cannabidiol hemp oil – better known as CBD.
  Created in partnership with Japanese agency Tsuge Production and Dentsu Tec, the billb
  
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• Ad of the Day: Brazilian home decor store reproduces classic paintings in ‘Do It Yourself’ campaign

  31-05-2018 15:32
  Viewing the works of famed artists like Van Gogh, Renoir and Monet is a rare treat for museum goers, but Brazilian home store Etna has made real-life replicas of some of the classics, which it implies are available to any customer with a good design aesthetic.
  The campaign, ‘Do it Yourself,’ by Brazilian agency Artplan, reproduces noted Impressionist paintings in print ads for the store.
  The ads recreate the original masterpieces, using objects that can be bought at Etna to compose s
  
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• The craft of empathy: what people with disabilities taught me about copywriting

  31-05-2018 15:00
  My experience writing for Tommy Adaptive, Tommy Hilfiger’s line of clothing for people with disabilities, has been humbling, to say the least.
  Like most writers, I consider myself an empathetic human being. I blubber easily. I flinch when someone gets a papercut. I’m that weirdo staring at you on the subway, trying to imagine what it’s like to live a day in your shoes. But the key words here are imagine and day. Imagination and experience are two very different things. Beyond a
  
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• Fifa gears up for World Cup with ‘Legends Made Here’ promos featuring young players

  31-05-2018 15:00
  With the World Cup just around the corner, soccer’s international governing body, Fifa, is blending the game’s rich history with the present and future in a series of promotional spots that show players at all levels of the game.
  The future is represented by footage of young players playing at local clubs and even on dusty vacant lots in their bid to make it to the next level of the sport. Those powerful images of youth soccer players is juxtaposed with historic images of legends lik
  
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• Conflicts of interest in media service companies – do they need resolving?

  31-05-2018 15:00
  Last week Accenture Interactive announced to the industry that they have launched Accenture Interactive Programmatic Services and this has been met with uproar from the industry. Wayne Blodwell, chief executive of The Programmatic Advisory (TPA), offers advice to advertisers on how to rationalize the situation.
  The uproar has been driven by the conflict of interest this new service area is said to represent, specifically the involvement of media planning/strategy and media activation. Traditiona
  
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• Why Cadbury Creme Egg put experiences at the heart of its campaign

  31-05-2018 14:47 via campaignlive.co.uk
  The Cadbury Creme Egg camp was the biggest experience for the Mondelez International brand to date with 4,397 visitors, driving a 22.8% sales uplift.
  
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• Nick Law: 'We've gone from arrogant to under siege. It's a strange overreaction'

  31-05-2018 14:42 via campaignlive.co.uk
  Creative innovation can only be achieved by diversity of thought, according to Nick Law, Publicis Groupe's newly-appointed chief creative officer.
  
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• Why HSBC's marketing chief is taking the banking brand back to the future

  31-05-2018 14:35 via campaignlive.co.uk
  Fresh from reassigning HSBC's global media account, group head of marketing Leanne Cutts is exploring the bank's roots to make its strategy fit for the digital world.
  
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• Mary Keane Dawson: Blockchain Week and what I learned from it

  31-05-2018 13:02
  What a week!
  I've just returned from being amongst the 8,500+ people milling around the four stories of the New York Hilton Midtown for Consensus CoinDesk Expo - With hundred’s of talks, panels, workshops as well as literally '000's of networking opportunities, alongside the Dancing girls, Bronies, Live Karaoke Sessions, Geekdom Preachers, Crypto Kitties and opportunities to hear the wisdom from, and shake the hands of, the Founders of Litecoin, Rippl, Ledger, CoinDesk et al as well as hea
  
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• Cannes Lions' Jose Papa on consultancies, the CMO council and his year without Publicis

  31-05-2018 12:40
  Jose Papa, the managing director of Cannes Lions International Festival of Creativity, sits down with The Drum to discuss how he’s coping with being “at the eye of the hurricane” ahead of the event’s overhaul next month.
  Papa promises that this year’s festival will be streamlined to refocus on creativity “in a more purposeful way”. The Cannes team launched a raft of new initiatives and a revamped awards list at the tail end of last year following consult
  
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• Smirnoff celebrates female bouncers and trans bartenders in Lad Bible partnership

  31-05-2018 12:30 via campaignlive.co.uk
  Smirnoff has launched a year-long partnership with Lad Bible Group that aims to promote empathy towards minority communities, through a focus on the world of nightlife.
  
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• Smirnoff celebrates female bouncers and trans barmen in Lad Bible partnership

  31-05-2018 12:30 via campaignlive.co.uk
  Smirnoff has launched a year-long partnership with Lad Bible Group that aims to promote empathy towards minority communities, through a focus on the world of nightlife.
  
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• Exterion Media names Jason Cotterrell as managing director

  31-05-2018 12:30
  Exterion Media has appointed Jason Cotterrell as group chief strategy officer and managing director to handle the UK business and pan-European strategies.
  Previously Cotterrell held the roles of UK managing director and group development director. Cotterrell will report to chief executive Leon Taviansky and will commence his role on 11 June.
  Cotterrell said: “I am excited to be again working closely with the talented UK team to deliver our vision for our partners and to crea
  
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• Business on the move: Time Out Group, AccorHotels, Costa Coffee and more

  31-05-2018 12:30
  Welcome to The Drum's Business on the Move column, where we collate this week's account wins, reviews, agency launches and acquisitions.
  Global accounts
  Dentsu Aegis Network’s Carat and iProspect has lost the Tourism Ireland media account to Omnicom’s OMD. The tourism body has also decided to retain Publicis London for its creative account. The appointments followed a statutory review that Tourism Ireland is required to carry out every seven years.  
  EMEA accounts
  Independent ma
  
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• Rail firm Thameslink apologises for Poundland slight

  31-05-2018 12:29
  Tweet compared disrupted service to retailer’s chocolate, prompting legal threatOne of Britain’s largest train companies has apologised after Poundland threatened it with legal action for comparing the current problems with rail services to the budget retailer’s chocolate.Thameslink has faced criticism over disruption since the introduction of a new timetable on 20 May. On Wednesday it responded to a disgruntled passenger who had tweeted an image of a departures board showing c
  
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• Sorrell’s Cannes Lions forecast

  31-05-2018 12:20
  As The Drum prepares to touch down in Cannes, we look back on last year. If you want to keep up to date with the latest news, insights and opinions from Cannes Lions 2018, sign up to The Drum's daily newsletter today. 
  For Sir Martin Sorrell, the news that Publicis was pulling out of Cannes 2018 was not necessarily surprising.
  In The Drum's conversation with the WPP ex-chief executive, he pointed out at the time that four holding companies appeared to be having internal discu
  
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• Hahn aims to unlock 'Beer Banter' in national campaign

  31-05-2018 11:57
  Beer brand Hahn is on a mission to uncover Australia’s most epic pub anthem in a $12m integrated national campaign called Beer Banter.
  The campaign, which launches the brand’s new positioning, ‘Hahn – Now You’re Talking,’ aims to position the brand as a champion of conversations between mates over a beer.
  The ads see groups of people singing iconic Australian songs including John Farnham’s ‘You’re The Voice’ and Daryl Braithwaite’
  
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• Make sure your global marketing isn’t lost in translation

  31-05-2018 11:55
  Translations of product descriptions, publications for social media and promotional campaigns, among other tactics, have to sell, charm and win over your target market. This can only be achieved by a native translator.
  If your business is making strides in advertising your products or services, you should not underestimate the importance of marketing translation. It is vital that you translate and adapt all your marketing material correctly.
  This idea may seem obvious, but many companies end up
  
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• Ikea turns print ad into sleeping aid

  31-05-2018 11:48
  Swedish furniture brand Ikea used a print advertisement integrated with lavender scent with the aim to help people sleep better.
  The ad conceptualised by Ikea's United Arab Emirates (UAE) agency Memac Ogilvy, just requires the users to strip off the advertisement from the magazine and open the tab to activate a white noise which according to Ikea helps people sleep better. The ad page is fixed with a charging point for the scent and music to activate.
  Ikea conducted a research on sleep behaviour
  
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• Wasserman extends European footprint with Boris Agency buyout

  31-05-2018 11:34 via campaignlive.co.uk
  Wasserman has acquired Boris Agency, the Belgian brand-experience shop, as it extends its footprint in Europe.
  
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• Grey's Caroline Pay to depart the ad industry for Headspace in LA

  31-05-2018 11:27
  Caroline Pay, Grey London’s joint chief creative officer, is poised to depart the advertising industry and join meditation app Headspace in LA.
  Leo Rayman, Grey London's chief executive, confirmed the news in a statement.
  He said:  “Caroline is a force of nature and has brought her unmistakable creativity to Grey London. From Lucozade's ‘Energy beats Everything’ to our upcoming Met Police work, her impact is felt on every account she leads. 
  "The
  
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• Health insurance brand ahm launches gameshow to target millennials

  31-05-2018 11:24
  Health insurance company ahm has launched the second series of its online gameshow Are You Ready To Be 30? In a bid to engage with young Australians.
  The AYRTB30? series, which is created by Vice and ahm’s media agency Carat, will screen three episodes on SBS Viceland channel targeting millennials, as well as running across social media and brand platforms.  
  The aim of the programme is to share health insurance information wrapped in light-hearted entertainment. The programme ai
  
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• City AM is forming an exclusive members' club to monetise itself as a lifestyle brand

  31-05-2018 11:22
  City AM is to create an exclusive members’ club and put it at the heart of its new business model.
  The City AM Club, which will launch in the autumn, is aimed at monetising the free paper’s audience while still allowing readers to access editorial content without charge. The radical new model is intended to reposition the title as a lifestyle brand, as well as one that is focused on business and finance.
  Its publisher, City AM Group, hopes that by persuading readers to supply their
  
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• EE launches new 'Who says you can't?' brand platform

  31-05-2018 10:53 via campaignlive.co.uk
  EE is looking to "step out from the shadow" of 4G with a new creative brand platform pledging to challenge accepted wisdom in the telecoms industry.
  
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• Musical chairs at Exterion as Dave King departs as MD

  31-05-2018 10:39 via campaignlive.co.uk
  Exterion Media UK managing director Dave King is stepping down and is being succeeded by Jason Cotterrell - the man he was brought in to replace last year.
  
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• Caroline Pay leaves Grey London after a year for Headspace

  31-05-2018 10:34 via campaignlive.co.uk
  Caroline Pay is leaving Grey London and splitting with creative partner Vicki Maguire to join Headspace.
  
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• Australian digital ad revenues hit $2.1bn buoyed by mobile and video

  31-05-2018 09:45
  Digital advertising revenue in Australia reached $2.1bn in the first quarter of 2018, as mobile and video advertising continue to bolster spends.
  The figures from the Online Advertising Expenditure Report by IAB/PwC revealed an overall increase in digital ad revenues – up 13% year-on-year, although this figure dipped 3.5% from the December quarter due to the increased Christmas spend.  
  Search and directories continue to attract the largest share of advertising dollars attracting
  
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• Google launches programmatic audio ads on Spotify and SoundCloud

  31-05-2018 09:43 via campaignlive.co.uk
  Advertisers and agencies can now use DoubleClick Big Manager to access global inventory from many of the major streaming services.
  
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• Barclaycard to share secrets of building an in-house agency at Campaign Brand Forum

  31-05-2018 09:09 via campaignlive.co.uk
  Senior brand marketers from companies including Absolut, Barclaycard, Cath Kidson, Co-operative Bank, Telefonica and YO! Sushi have been confirmed to speak at this month's Campaign Brand Forum 2018.
  
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• APAC marketers call for rethink of data privacy policies post-GDPR

  31-05-2018 08:37
  The GDPR deadline may be behind us, but the conversation on the implications for marketers in Asia Pacific who have yet to comply with the European Union's data-privacy regulation, is still ongoing.
  A joint-survey in March and April 2018, by SAP Hybris and the CMO Council of 165 marketers globally, including APAC, found that only slightly more than half of marketers said they had a plan in place to comply with GDPR and were currently implementing changes.
  One of the biggest misconceptions is tha
  
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• Pitch update: Moneysupermarket.com, Betway, LV=, Tourism Ireland, and more...

  31-05-2018 08:07 via campaignlive.co.uk
  Saatchi & Saatchi is pitching for two of the biggest ad accounts reviewing right now, while Whitbread has concluded its media review and decided to keep the Premier Inn and Costa brands with different agencies.
  
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• Nissan's top marketer on why sports sponsorship is still worth blowing the budget

  31-05-2018 08:01
  Marquee sports sponsorships like the Uefa Champion's League don't come cheap, previous estimates claim they can set back sponsors in excess of £40m a year. But, suggesting these events don't deliver value is shortsighted, according to Nissan's top marketer.
  Nissan has been attached to the Uefa Champion's League since 2014 and in 2017 it extended this relationship until 2021, proof that the competition has expedited the company's brand building efforts in Europ
  
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• Vivo reveals global ambitions to become top smartphone brand after securing World Cup sponsorship

  31-05-2018 08:00
  Vivo is harnessing the 'global passion for football' and the Fifa World Cup to grow the brand as it seeks to become one of the top smartphone players globally.
  Vivo inked a six-year sponsorship deal with Fifa last year, which will see the Chinese smartphone brand sponsor the 2018 and 2022 World Cups, as well as the Confederations Cup.
  Michael Chang, brand director, International business at Vivo tells The Drum, the aim is to promote the brand to “young people globally, and empower them to
  
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• Amazon wants to up the hype around its Launchpad startup accelerator with Possible appointment

  31-05-2018 08:00
  Amazon has appointed WPP digital agency Possible to handle the comms strategy for its startup incubator, Amazon Launchpad, The Drum has learned. 
  Possible is set to look after communications for the business in the UK and two other European markets.
  Amazon declined to comment and Possible did not provide comment on the appointment at the time of publication.
  It comes three years after the accelerator’s launch. The Drum understands that Amazon wants to figure out how to better pro
  
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• Streaming platforms Jio-Saavn, Hotstar lead the audio and video streaming segment in India, says report

  31-05-2018 07:47
  Recently merged Indian music-streaming platforms Jio-Saavn have trumped Google to become the only audio streaming media company to make gains on app installs with 1.24% share increase during first quarter, according to a report by Jana.
  Meanwhile, Google Play Music saw the largest share drop with -1.25% over the same period. Hungama at .12% and Amazon at .11% gained the second and third most ground respectively.
  In the video streaming segment, Indian OTT platform Hotstar takes the lead
  
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