Marketing news

• Why local TV is tuning into livestreaming advertising options

  06-06-2018 22:56
  As the need for streaming services increases, with local stations beginning to experiment with streaming sports programming, live-streaming advertising opportunities might soon be opening up. Thanks to political advertising, local ad revenues are expected to jump 5.2 percent in 2018, with local TV taking $20.8 billion, according to a forecast by local advertising researcher BIA/Kelsey. But there are no major national elections and no Olympics or World Cup scheduled for 2019 —meaning local
  
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• Twitter adds Banijay Group to growing list of production company partnerships

  06-06-2018 22:25
  Twitter and France-based content producer and distributor Banijay Group have confirmed the launch of a global collaboration to monetize Banijay content.
  Banijay, which owns the rights to existing properties such as Survivor, Temptation Island, Fort Boyard, Crystal Maze and All Against 1 across 16 territories worldwide,, said it looks for this partnership to enable brands to meaningfully engage and target consumers in a measurable format.
  For Twitter, this announcement marked one of a few global
  
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• Facebook Watch is funding shows for CNN, Fox News, Mic and others

  06-06-2018 21:50
  Facebook Watch is partnering with a slew of news publishers to create content produced exclusively for the platform.
  On Wednesday, Facebook’s head of global news partnerships Campbell Brown said in a blog post that the social giant is “creating a dedicated section within Watch for news shows produced exclusively for Facebook by news publishers.” The shows, one of which is a daily brief from CNN’s Anderson Cooper, are set to debut this summer.
  The focus on news marks a piv
  
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• Campaign Tech Awards: Winner, Best Audience Engagement

  06-06-2018 21:20 via campaignlive.co.uk
  The Searching for Syria project, created by R/GA for Google, gave the public a fresh way to understand the Syrian crisis, attracting over two million visitors to the site in the first month.
  
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• Paul Dacre to stand down as Daily Mail editor

  06-06-2018 20:50
  Paul Dacre is stepping down as Daily Mail editor after 26 years.
  Dacre will leave the post in November, when he turns 70, and take up the position of chairman and editor-in-chief of Associated Newspapers.
  The publisher's owner, Daily Mail and General Trust (DMGT), said Dacre's departure was being announced now to "facilitate handover to the new editor", who will be announced "in due course".
  “I would like to put on record my and DMGT’s gratitude to Paul Dacre for his brilliant stewar
  
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• Eastbay celebrates Global Running Day with fox and hare animation

  06-06-2018 20:05
  Today (June 6) is Global Running Day, meaning it's time to get some shoes and running gear on and get your legs moving, according to athletic shoe and apparel supplier Eastbay.
  To celebrate #NationalRunningDay, TBWA\Chiat\Day NY teamed up with director Noam Murro and The Mill to create the short film ‘Be the Hunted’ exclusively for the specialty athletic retailer, which carries a premium assortment of performance running footwear, apparel and accessories from
  
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• US Creative Work of the Week: Mitsubishi gives potential buyers a freestyle test drive

  06-06-2018 19:38
  Mitsubishi surprised test drivers of the new Eclipse Cross with an unexpected freestyle rap, courtesy of someone they thought was just another salesman.
  In the spot, 'Freestyle Test Drive,' a salesperson from Mitsubishi accompanies several people on a test drive of the Eclipse Cross. The sales guy then starts freestyle rapping about the various features on the new 2018 Mitsubishi Eclipse Cross. Turns out that the salesman is freestyle rap sensation Harry Mack.
  "Futuristic super all-whe
  
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• Molly Fleming: Brands must tackle obesity now or be seen as a straggler later

  06-06-2018 18:27
  What do sex, swearing and junk food all have in common? If MPs have their way they will all be subject to a 9pm watershed.
  The government is considering plans to ban high fat, salt and sugar (HFSS) product ads from television before 9pm as part of a crackdown on junk food advertising. Charities, MPs and public figures such as Jamie Oliver argue that the watershed is essential to ending childhood obesity.
  However, the advertising and food and drink industries have condemned the proposal as &ldquo
  
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• Ad of the Day: F&F and Calm design a two-part football shirt to promote male friendship

  06-06-2018 18:07
  Tesco clothing brand F&F has partnered with the Campaign Against Living Miserably (Calm) to rework the traditional children’s friendship bracelet into a two-part England football shirt for men.
  Both feature two halves of the St George’s cross and it's only when two male pals stand together that they can really show their support for England during the World Cup.
  The clever design is a visual representation of Calm’s aim: to get men to support each other through good times a
  
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• Acura scores its RDX campaign with a double shot of the Rolling Stones

  06-06-2018 17:47
  Luxury car maker Acura is bringing a rainbow of color to the promotion of its new 2019 RDX model, set to a musical score by the Rolling Stones and Motörhead playing the Stones.
  A new integrated marketing campaign heralds the arrival of the first in a new generation of Acura products – a high-performance crossover SUV that has just hit dealerships across the US. The 2019 RDX and supporting campaign is a modern take on the brand’s original mantra: ‘Precision Crafted Performa
  
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• Asics creates running track experience to show importance of mental strength

  06-06-2018 17:26 via campaignlive.co.uk
  Asics, the sportswear brand, has created a running track to "train the mind" and encourage runners to focus.
  
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• Heineken promotes Maggie Timoney to US CEO

  06-06-2018 17:08
  Maggie Timoney is taking the reins as chief executive of Heineken USA, making her the first woman to lead a major American beer company.
  She replaces Ronald den Elzen, who is taking on a global role at Amsterdam-based Heineken.
  Timoney previously served as chief executive of Heineken Ireland, a role she held for the past five years. According to the company, she “over-delivered on volume, revenue, profit and market share targets while accomplishing year over year increases on employee enga
  
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• Turkey of the week: Mastercard's campaign leaves a bad taste

  06-06-2018 17:06 via campaignlive.co.uk
  Mastercard's campaign to give 10,000 children in Latin America and the Caribbean a meal for every goal scored by Lionel Messi or Neymar Jr at the upcoming World Cup is one of the most ill thought out pieces of work I've ever seen.
  
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• FA unveils brand refresh and restructure of the women's leagues

  06-06-2018 16:51
  The Football Association (FA) has restructured and rebranded the women's football league with help from design studio Nomad.
  Four tiers of women's football have been altered in the rebrand, including the FA Women’s Super League, the FA Women’s Championship, the FA Women’s National League - Northern Premier Division / Southern Premier Division and the FA Women’s National League.
  Throughout 2018, the FA consulted with stakeholders in the game including clubs, play
  
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• Why digital’s growth keeps defying the critics

  06-06-2018 16:37
  The post Why digital’s growth keeps defying the critics appeared first on Marketing Week.
  
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• Asics strands athletes on its 'Blackout Track' for a mindfulness marathon

  06-06-2018 16:11
  Asics has created a 'blackout' running track designed to train runners to appreciate the role the mind plays in exercise and promote its new Gel Kayano 25 range.
  The sports brand, which recently opening up to The Drum about the power of mindfulness in running,  has created a meditative experience devoid of distractions like smartphones and devices. Its 'Blackout Track' experiment is lit by spotlight to blur out any distracting variables.
  Cloaked in darkness with no
  
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• AB InBev plots strategy to make the company as famous as its brands

  06-06-2018 16:09
  Ask most people if they have heard of AB InBev and you’re likely to get a blank stare. So much so that Tatiana Stadukhina, the company’s marketing director of northern Europe, finds herself saying she works at one of its brands – Budweiser or Stella Artois – rather than the brewing behemoth.
  “At airport security if they ask where I work and I tell them AB InBev I’ll often get a blank stare but if I say Budweiser they get really excited. When people ask wh
  
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• IBM and Fox Sports lean on AI so fans can generate World Cup highlights packages

  06-06-2018 16:06
  Artificial intelligence (AI) is on a trajectory to make formulaic or repetitive tasks easier, for Fox Sports this means IBM is lending its expertise to help fans cut highlights of the Fifa World Cup in Russia this summer.
  In short, the collaboration will see IBM Watson Media and IBM iX technology sift through decades of Fifa highlights to learn to clip together fan-requested highlights packages. The Highlight Machine accepts requests for content from different tournaments, teams, playe
  
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• GoCompare hires Zoe Harris as new CMO

  06-06-2018 16:01
  GoCompare Group has appointed Zoe Harris as CMO, making her responsible for the development and delivery of the marketing strategy at its brands, which include GoCompare and MyVoucherCodes.
  Harris replaces Richard Harris, who had been in the role since late 2016 and helped the company during its demerger from its owner in November that year, when it became an independent company listed on the London Stock Market. GoCompare’s marketing is famous for its mascot, Gio Compario, the opera singe
  
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• Zoe Harris exits Trinity Mirror for CMO role at GoCompare

  06-06-2018 15:50
  Zoe Harris is to depart from her role as group chief marketing officer at Trinity Mirror – which recently rebranded to Reach – to fill the same position for GoCompare. 
  She is set to replace Richard Harris, who has departed the business after less than two years following his arrival from Paddy Power in 2016. 
  Zoe Harris, who has been with the publishing group since 2013, will now be responsible for the development and delivery of GoCompare's overall marketing str
  
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• How influencer marketing campaigns can win at Cannes this year

  06-06-2018 15:49
  If you're heading to Cannes Lions Festival this year, we invite you to join The Drum & selected partners on board our super yacht or in our very own pub, The Drum Arms, for panels and pints. Register now.
  Reactions to the new influencer category at Cannes Lions this year have ranged greatly. Some are outraged that the relatively new approach has been included – these are likely those still labouring under the impression that influencer marketing is a passing fad. They are holding
  
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• ISBA seeks to improve attribution standards with appointment of Ebiquity

  06-06-2018 15:31 via campaignlive.co.uk
  ISBA has formed a partnership with the auditing outfit Ebiquity in a bid to improve industry standards in marketing effectiveness and attribution.
  
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• How IBM and Unilever's blockchain project could scale to affect the entire media industry

  06-06-2018 15:19 via campaignlive.co.uk
  Unilever and IBM iX's blockchain project has already begun to bear fruit in terms of identifying discrepancies along the media supply chain while a campaign is in action.
  
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• TV production pioneer Adrian Rowbotham dies

  06-06-2018 14:51 via campaignlive.co.uk
  Adrian Rowbotham, a former head of TV at J Walter Thompson and a pioneer of independent television production, has died.
  
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• Google rolls out UK version of 'Make Google Do It' featuring Star Wars' Boyega

  06-06-2018 14:46 via campaignlive.co.uk
  The UK-edition of 'Make Google Do It' features John Boyega and David Walliams asking Google Assistant for help with a new role and well, apologising to a clown.
  
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• Chatham House appoints CTI Digital

  06-06-2018 14:45
  World leading independent policy institute Chatham House has appointed CTI Digital to provide expertise and support for the Royal Institute of International Affairs' in-house digital function.
  One of the key digital strategies for Chatham House is to share research and knowledge with a wider public audience and the appointment will see the Manchester based agency working on supporting and developing the existing web applications.
  Chatham House is also a significant user of Drupal,  the open
  
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• GoCompare hires Trinity Mirror's Zoe Harris as chief marketer

  06-06-2018 14:35 via campaignlive.co.uk
  Zoe Harris, group marketing director at Reach (formerly Trinity Mirror), is set to join price comparison site GoCompare Group as chief marketing officer later this year.
  
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• Benefit to create happy house experience with glitter, bouncing and fun fair activities

  06-06-2018 14:33 via campaignlive.co.uk
  Benefit, the cosmetics brand, is encouraging consumers to be more playful with an experience featuring a glitter shower.
  
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• US Creative Works: featuring David&Goliath, Artplan, Phelps and more

  06-06-2018 14:00
  Welcome to The Drum's US Creative Works, supported by Workfront. Dedicated to showing the best creative work in North and South America, we give our readers the chance to decide which work features as our 'Creative Work of the Week'.
  Scroll through the latest work, then click through to the Creative Works site and see what stands out. For project information, creative credits and more, click on the project to expand to full screen and click on the stars to vote.
  To submit work for our
  
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• Advertisers are split over the effectiveness of YouTube and Facebook’s brand safety fixes

  06-06-2018 14:00
  The vast majority (94%) of advertisers are still worried about brand safety, with almost half saying they don’t think platforms like YouTube and social networks like Facebook are doing enough about it.
  As a result, around 45% of advertisers are funneling spend into premium publishers in a bid to solve the issue.
  Amid a race towards GDPR compliance and intense scrutiny around the way tech platforms and advertisers use consumer data, concerns around brand safety haven’t been as promine
  
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• Dutch Digital Design collective warms-up for Cannes trade mission with video interview series

  06-06-2018 13:32
  In advance of taking part in the fourth ‘Embassy of Dutch Creativity’ trade mission to this year’s Cannes Lions, the Dutch Digital Design collective of agencies has released a series of video interviews with a selection of the Netherland’s key digital players.
  Exploring topics such as Dutch influence on digital design globally, the advantage of a Dutch outlook to digital production and the coming of “a new Dutch Golden Age”, the video series features figures i
  
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• Panasonic launches Flux division to bridge gap between marketing and product design

  06-06-2018 13:16
  Panasonic develops everything from TVs to radios and razors, but to ensure it’s ahead of the curve on the next wave of products the Japanese company has established a new division that crosses the divide between marketing and design.
  Based in London and comprised of 15 people, Flux will “lead creative strategy and storytelling and gather insights from the European design scene”, which will then be fed back to the wider product teams in Kyoto and Tokyo.
  Heading up the division i
  
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• Way to Blue's Australian behavioural change expert to head up newly launched wellbeing practice in London

  06-06-2018 13:02
  Way to Blue has announced that leading creative digital and behavioural change expert Jennifer Wilson is to move from Sydney to London in order to launch a new wellbeing practice within the integrated agency.
  Wilson, who was previously director at the agency’s Sydney office,  is a specialist producer and pioneer of multiplatform projects from apps and games to wearables for body hacking across health, entertainment and enterprise sectors. One of her most notable pr
  
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• Way to Blue's Australian behavioural change expert to head up newly launch wellbeing practice in London

  06-06-2018 13:02
  Way to Blue has announced that leading creative digital and behavioural change expert Jennifer Wilson is to move from Sydney to London in order to launch a new wellbeing practice within the integrated agency.
  Wilson, who was previously director at the agency’s Sydney office,  is a specialist producer and pioneer of multiplatform projects from apps and games to wearables for body hacking across health, entertainment and enterprise sectors. One of her most notable pr
  
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• UK Top Shazamed ads: Chanel, Kopparberg, Fiat and more make it into this week's chart

  06-06-2018 12:45
  Chanel and Kopparberg are among the new entries in this week's Shazam chart. 
  The Drum's Shazam chart tracks the number of times each ad has been Shazamed over the past week using the music identification app.
  Chanel shoots in at tenth place with the resonating vocals of David Bowie's 'Starman'. The minute long film  opens with French actor Gaspard Ulliel  stepping away from a meeting and locking eyes with an enticing woman across in a different build
  
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• Pitch update: Moneysupermarket.com, Betway, Barclaycard, Lidl, and more...

  06-06-2018 12:37 via campaignlive.co.uk
  Two agencies are left in the race to win Moneysupermarket.com's ad account, Barclaycard is reviewing, and there are two new entries on the new-business rankings for media agencies.
  
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• Ben Priest on Adam & Eve's first film, and what creatives can learn from it now

  06-06-2018 12:29 via campaignlive.co.uk
  Even legendary creative directors start somewhere.
  
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• Anthony Nolan brings Drum on as creative agency

  06-06-2018 12:26
  Blood cancer charity Anthony Nolan has appointed Drum as its creative agency following a competitive three-way pitch run by Creativebrief.
  The Omnicom Media Group UK’s creative and content agency will work with the UK charity and follow up on its ‘Be A Lifesaver’ campaign encouraging young men to join the stem cell donor register.
  As the brief stands, Drum will look to increase awareness levels of the charity and blood cancer among target audiences. Drum will wor
  
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• Direct Line's Mark Evans to chair Ad Association's Front Foot network

  06-06-2018 12:19
  The Advertising Association has appointed Direct Line Group’s marketing director, Mark Evans, to chair its network tasked with advertising the advertising industry.
  As chairman of Front Foot, a group of advertisers, media owners and agencies, Evans will act as the public voice of network, particularly on the matter of public trust in advertising.
   He takes over from Matt Barwell, chief marketing officer of Britvic.
  Front Foot was founded in 2010 with the remit to provide support,
  
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• Virgin Trains' social team hits back at criticism of its LGBTQ+ Ride With Pride campaign

  06-06-2018 12:05
  Virgin Trains East Coast has responded to criticism of the wider brand's 'Ride With Pride' campaign with some sassy comments on social media.
  To show solidarity with the month-long LGBTQ+ Pride event, the train company has added the rainbow flag and #Trainbow to its logo, as well as rolling out a rainbow-coloured 'Pride Train'.
  However some consumers have not responded to the campaign with the same enthusiasm.
  One Facebook user asked why the brand doesn't celebrate
  
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• Lufthansa bins Russia World Cup ad it controversially shot in Kiev instead of Moscow

  06-06-2018 11:45
  With Ukraine and Russia in a territorial stand-off ahead of the World Cup, Lufthansa has struck up tension after it was revealed to have shot its ad for the tournament in Kiev instead of the host nation's Moscow.
  The tension between the countries saw a minimal Russian presence at the Champions League in Kiev in May, despite sponsor Gazprom supporting the tournament. Furthermore, the relationship between both nations his hit an all-time low after Russian president Vladimir Putin recently said the
  
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• Why World Cup advertising is just as important as the beautiful game

  06-06-2018 11:33
  With the World Cup only eight days away, the global popularity of 22 humans running after a ball has never been higher. The big sponsors are rolling out their megaphones to create the four yearly cacophony of noise. But against this backdrop brands who have not spent a vast sum of money on official association with FIFA and its premier global event might just be infiltrating the party.
  CMOs of  Visa, Coca-Cola, Adidas, Gazprom and new entrants like China’s Wanda - brand
  
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• How Edgar Allan Poe inspired a composer to build a blockchain platform for creatives

  06-06-2018 10:59
  Deep into that darkness peering, long I stood there wondering, fearing,
  Doubting, dreaming dreams no mortal ever dared to dream before
  Lifestyles of the poor & famous
  On January 29, 1845, Edgar Allan Poe became an overnight sensation with the New York Evening Mirror’s publication of a poem that still thrills and haunts readers, listeners, and viewers to this day.
  Despite the overwhelming popularity of The Raven, it netted Poe a total of $24; over half of that amount was charity that he
  
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• Tom Thomas departs Lida for global role at Tug

  06-06-2018 10:37
  Trefor ‘Tom’ Thomas has departed his post of chief creative officer at direct agency Lida to join Tug as its global chief creative officer.
  The creative will report into Nick Beck, Tug’s founder and chief executive, with a remit to expand creative output across the digital agency’s network of worldwide offices. Tug is based in London, Toronto and Sydney.
  Thomas’ role represents an ‘aggressive’ expansion of the shop’s staff base in 2018, having doub
  
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• Marketing, regulation and taxation: fighting childhood obesity

  06-06-2018 10:20
  Recent headlines on the severe levels of obesity in primary school age children are indeed shocking, with nearly twice as many children in year six are classed as severely obese as those in reception. The health risks including diabetes, heart disease, stroke and cancer are well documented. It can also shorten a person’s life by 10 years – equivalent to lifelong smoking.
  These headlines have prompted me to reflect on what has been achieved since Change4Life was launched in 2009.
  
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• Accenture and Karmarama: use blockchain to 'tell a progressive story' about your brand

  06-06-2018 10:04 via campaignlive.co.uk
  Marketers should not be hung up on finding their own uses for blockchain - and instead should look at how they can tell consumers about how the technology is being used by other parts of the business, Karmarama's innovation partner Lawrence Weber said.
  
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• Caroline goes west: Grey's Pay sets out her vision as Headspace's first CCO

  06-06-2018 08:30
  Caroline Pay’s move from London agency to LA brand hasn’t been driven by a desire for an easier life – in fact she’s hungry for the challenge of smaller budgets and below-the-line strategies in a company that epitomises purpose.
  Many were agog when it emerged Pay would be leaving her post as joint chief creative officer of Grey London last week (31 May). Together with Vicki Maguire she had formed a reputation for killing it on conference stages, managing some of the
  
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• Coca-Cola goes global for the World Cup with latest campaign from Mercado McCann

  06-06-2018 00:25
  Coca-Cola and Mercado McCann have been working closely behind the scenes to get ready for the Fifa World Cup in Russia, putting together a campaign that will run in 200 different countries.
  Buenos Aires-based Mercado McCann was responsible for both developing the core creative idea of the campaign, 'Being Ready,' but also for three of the four TV commercials of this campaign, designed for various formats.
  'Stock Up' is done to the beat of the AC/DC classic 'Are You Ready?' which is meant to insp
  
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