Marketing news

• L.L. Bean opens up outdoor coworking spaces for cooped up office workers

  19-06-2018 21:45
  L.L. Bean’s latest campaign begins with some pretty grim statistics: according to the outdoor clothing company, Americans spend 95% of their lives indoors, half of which are spent working.
  To remedy this, the Maine-based company has partnered with coworking company Industrious to create an outdoor pop-up office space complete with individual workspaces, conference areas and cycling desks. The initiative, created in partnership with brand experience agency Jack Morton, is part of L.L. Bean&
  
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• A look inside Johnson & Johnson's new Asia Pacific headquarters in Singapore

  19-06-2018 19:39
  Johnson & Johnson officially opened its Asia Pacific headquarters in Singapore in May and is hoping that, with all its brands under one roof, it can better serve its doctors, patients, customers and consumers.
  The consumer products, medical devices and pharmaceuticals brands will be housed in its 15,800 sq metre campus at Singapore Science Park, which the company hopes will force better cross-collaboration by using its expertise, businesses and resources across its three businesses to create
  
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• Why P&G stood by its controversial ad 'The Talk'

  19-06-2018 18:47 via campaignlive.co.uk
  After Procter & Gamble aired its ad "The Talk" which addressed the conversation African Americans had to have with their children about racism, it received both praise and some pretty negative criticism.
  
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• Amazon is bringing Alexa to hotel rooms

  19-06-2018 18:30
  Amazon is bringing Alexa to hotel rooms across the country via a tie-up with Marriott International.
  Called Alexa for Hospitality, the service will allow hotel guests to use the company’s Echo devices to inquire about things such as room service, housekeeping or dinner recommendations from the concierge.
  Starting today, Marriott International is introducing the new Alexa experience at select properties in Marriott Hotels, Westin Hotels & Resorts, St. Regis Hotels & Resorts, Aloft H
  
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• Unilever expands Unstereotype goals to entertainment through Simon Fuller deal

  19-06-2018 18:06 via campaignlive.co.uk
  Unilever has signed a multi-million dollar deal with Simon Fuller's XIX Entertainment as it expands its Unstereotype initiative to eradicate stereotypes in content beyond advertising.
  
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• Nike explores Russian street football where people play for pride

  19-06-2018 17:34
  Nike is celebrating Russian footballers this World Cup year in a film from a campaign called 'Never Ask'.
  The latest work from Wieden+Kennedy Amsterdam coincides with the World Cup and celebrates the spirit of the 'korobka' or murals known to dominate Moscow. Artistically, it shows a kid learn how to play football on the streets and become a star.
  Fyodor Smolov, a professional football player who fought his way from a bench-warmer to the leading scorer of the countr
  
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• Arthur Sadoun outlines the importance of Cannes Lions to Publicis Groupe

  19-06-2018 17:20
  Despite his self imposed hiatus for this year at Cannes Lions in order to fund the creation and development of the company's own artificial intelligence driven platform, Marcel, Publicis Groupe chief executive Arthur Sadoun took to the main stage at the festival to showcase the technology and talk about why the festival remains important to the company.
  In a lighthearted and jovial presentation that featured Sadoun, the group's creative chief Nick Law and chief strategy officer Carla Serrano, th
  
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• P&G’s Marc Pritchard on protecting brands against the threat of ‘mass disruption’

  19-06-2018 16:56
  “Mass disruption” is the biggest challenge facing the marketing industry today, according to Procter & Gamble’s chief brand officer Marc Pritchard.
  From ongoing digital transparency issues and the rise of ad blockers to the emergence of direct-to-consumer startups taking on big brands, the marketing landscape is changing considerably so brands must “completely reinvent” in order survive.
  “[Marketing] is being disrupted and it’s being disrupted i
  
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• Ogilvy Cape Town wins Radio Grand Prix, McCann Birmingham scores gold, silver and bronze

  19-06-2018 16:41 via campaignlive.co.uk
  AB InBev's anti-abuse campaign for Carling Black Label won the Radio & Audio Grand Prix at Cannes Lions this year.
  
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• ‘Quantum marketing’ is the industry’s next skills challenge

  19-06-2018 16:37
  Most of the marketing tasks that once took highly-skilled teams weeks to accomplish can now be actioned in minutes by an individual with a smartphone. Even the most complex programmatic campaigns are triggered, delivered and dynamically optimised in milliseconds. But speed isn’t everything.
  According to the latest IDM research on skills and personal development, the drive for increased productivity and efficiency is constrained by the fact that 49% of marketers have not received training i
  
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• People on the move: Possible, Carat, The Story Labs, Hiyacar and more

  19-06-2018 16:30
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below.
   
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  Hiyacar
  Sainsbury’s ex-head of broadcast marketing Sarah Kilmartin has been appointed as chief marketing officer of Hiyacar.
  Kilmartin will work with the startup's co-founders to try and create "a new car-sharing revolution in London”.
  Finder.com
  Liz Edwards has been appoi
  
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• McDonald's and Comedy Central share Outdoor Lions Grand Prix at Cannes

  19-06-2018 16:08 via campaignlive.co.uk
  A desconstructed McDonald's logo and a Comedy Central satire about President Donald Trump's tweets have shared the Outdoor Grand Prix at Cannes Lions this year.
  
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• Penske trucks get a 'confident' back story in new campaign by The Martin Agency

  19-06-2018 15:56
  Penske is more than just yellow rental trucks – it’s the name behind delivery services, equipment, and according to a new campaign, confidence.
  The Martin Agency wanted to surprise people with the truth behind the Penske story – and wanted to do it in a visually compelling way, so the agency partnered with production company Supply & Demand, director Mac Premo and noted truck photographer John Sterling Ruth to develop a pictorial story,&nb
  
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• NMPi predicts the World Cup Final result

  19-06-2018 15:30
  It was a trip to the grocery store one Sunday evening in May that I first saw it, The World Cup 2018 Panini Sticker Book. Unmatched in its dual role of footballing holy grail and financial black hole. With a quick glance over the shoulder to make sure no one was looking, I placed it delicately into my basket. After all, such a guilty pleasure required some degree of secrecy to ensure the maintenance of dignity.
  Since then it’s all got a little out of hand really. My flatmates and I are fif
  
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• News UK launches data platform News IQ to target users based on opinions and emotions

  19-06-2018 15:29 via campaignlive.co.uk
  News UK is to aggregate all its audience data from its media properties on a single platform, News IQ, and let advertisers target users based on opinions and emotions.
  
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• 'Disruptive and determined': Toyota and Thames Water marketer Mike Moran dies

  19-06-2018 15:09 via campaignlive.co.uk
  Mike Moran, who became one of the UK's most high-profile marketers at Toyota and Thames Water before taking a top role in the outdoor advertising industry, has died aged 58.
  
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• Mars CMO tasked with ‘driving growth’ in new role as president of confectionery business

  19-06-2018 14:56
  Mar’s chief marketing and customer officer, Andrew Clarke, has been promoted to global president of Mars Wrigley Confectionery.
  Clarke, who has been with the company for 18 years and CMO since 2015, will take on the new role in September.
  Mars CEO Grant F Reid says Clarke’s “track record for driving ambitious change while delivering results is the fuel our business needs to thrive in an ever-changing consumer and retail landscape”.
  He adds: “Andrew brings great glob
  
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• News UK now lets advertisers target readers based on their emotions and opinions

  19-06-2018 14:45
  News Corp has brought its NewsIQ tool to the UK in a move that will see it leverage the publishing giant’s first-party data to target consumers based on their emotions and attitudes.
  News UK is pitching the data platform as a way for brands to drive “emotional loyalty and advertising engagement”. The Sun and Times owner also claimed the feature will help brands looking to move their focus away from "simple click metrics" to a measurement system defined by awareness and att
  
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• Five original automotive campaigns driven by unconventional thinking

  19-06-2018 14:43
  The competitive landscape across the automotive sector is fierce to say the very least. 
  It’s an industry synonymous with classic ads, from the famous 60s VW commercials right up to this present digital era.
  Success in automotive advertising isn’t just purely hinged on creative ingenuity, however coming up with an intelligent concept that can resonate on the ‘petrol-head’ level as well as with basic motorists is so often the key to a memorable campaign. 
  That&rs
  
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• KFC's 'We're sorry' by Mother wins Cannes Lions gold in Print & Publishing

  19-06-2018 14:36 via campaignlive.co.uk
  KFC's "We're sorry" print campaign by Mother after its chicken shortage led to it closing several UK outlets has won a gold Cannes Lion in the Print & Publishing category.
  
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• AMV BBDO scoops Design Grand Prix at Cannes for 'Trash Isles'

  19-06-2018 14:35 via campaignlive.co.uk
  Abbott Mead Vickers BBDO has won the Cannes Lions Design Grand Prix for its "Trash Isles" work for Plastic Oceans and LadBible.
  
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• Agencies should reward staff with good policy, not Picassos

  19-06-2018 14:35
  When Saatchi & Saatchi bought David Droga a painting by Picasso for his efforts in turning around its London office, we were living in very different times.
  While the Picasso – that he says hangs in his kitchen and is now worth 40 times what Saatchis paid for it – was emblematic of the way that agencies used to reward staff (as well as testament to Droga’s ability to spot a good deal) the fact remains that for every Picasso carrot, scores of people
  
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• Initiative's Mat Baxter: Accenture should beware the 'pain' of media planning and buying

  19-06-2018 14:01 via campaignlive.co.uk
  Initiative's global chief executive Mat Baxter on the agency's fightback in 2017, why he welcomes competition from the consultancies, and a crucial 12 months for the UK business.
  
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• Open ID consortium will integrate DigiTrust ID to avoid potential conflicts of interest

  19-06-2018 14:00
  The Advertising ID Consortium today (June 19) announced that it will integrate the DigiTrust ID, a development members claim will help avoid potential conflicts of interest. 
  The integration of DigiTrust’s audience data – post its acquisition by The IAB Tech Lab – into the wider consortium means that advertisers using its open identity framework can target audiences using three cookie IDs, ie the Open Ad-ID, The Trade Desk’s Unified Open ID, and&n
  
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• News UK looks to convince brands to advertise around hard news

  19-06-2018 13:50
  News UK is making a move to convince brands they should advertise around hard news and difficult stories, with new research showing consumers are more likely to engage with ads that appear in content that emotionally engages them – either in a positive or negative way.
  The study, undertaken by Paul Dolan, professor of behavioural sciences at the London School of Economics, involved 600 readers of The Sun and The Times, who were exposed to content designed to elicit specific emotions alongs
  
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• 'We were those kids': Thandie Newton and Vogue's Enninful on the one thing that will really change diversity

  19-06-2018 13:38 via campaignlive.co.uk
  Vogue editor Edward Enninful and actress Thandie Newton on what advertising can learn from film and fashion to improve diversity.
  
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• P&G and Mastercard: advertising is not the future and creativity is measured in a tingle

  19-06-2018 13:38 via campaignlive.co.uk
  While Procter & Gamble's chief marketing officer Marc Pritchard explains his "creative tingle", Mastercard's chief marketer Raja Rajamannar believes advertising as we know it is not the way forward.
  
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• UK Top Shazamed ads: BT Plus shakes off Blue Monday's as it tops the chart

  19-06-2018 12:55
  An ad from BT Plus takes the number one spot this week thanks to New Order's track Blue Monday and AMV BBDO, the creative team behind the ad. 
  The ad follows one person who is listening to the track on her laptop, however when she shuts her laptop,the music continues.
  The track synchs with the general public around her, including a news anchor, two women talking at a bus stop and a waitress. 
  The only other newcomer to the chart is Misguided with its summer campaign backed by
  
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• Football is coming home, according to Chief

  19-06-2018 12:44
  The BBC has released a new trailer produced by independent production company Chief, as Team England finally took to the pitch for their first game of the Fifa World Cup.
  The tongue in cheek film imagines a successful campaign in Russia from the England team, and the effects on a nation once they have won the coveted Jules Rimet trophy. The work, done with some highly effective computer wizardry, features some (unlikely) scenarios including beating Germany on penalties in the final, a commemorat
  
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• Ad agencies lead Brand Experience and Activation Cannes Lions shortlist

  19-06-2018 12:44 via campaignlive.co.uk
  No major UK brand experience agencies have been shortlisted for the inaugural Cannes Lions Brand Experience and Activation category, while ad agencies Adam & Eve/DDB, McCann London, Havas London, Ogilvy and Spark44 have picked up 14 nominations between them.
  
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• Has CYBG just overpaid for the Virgin Money brand?

  19-06-2018 12:39
  Three storylines are likely to be circulating in the coming days about the merger of Clydesdale and Yorkshire Bank with Virgin Money. But in the modern financial industry, with banks losing market share to aggressive startups, the large price paid to use the Virgin Money brand deserves its own discussion. Not least because it affects the other three stories.
  The first obvious storyline is the finances (all share deal, valuing Virgin Money at £1.7bn). The second narrative is that of the peo
  
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• R/GA and Adam & Eve/DDB win trio of golds in Mobile Lions

  19-06-2018 12:30 via campaignlive.co.uk
  R/GA London has won a pair of gold Mobile Lions at Cannes for Snaptivity, a robotic camera system for sports stadiums that uses AI to capture photos of fans at moments of excitement.
  
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• All the latest from Cannes Lions 2018

  19-06-2018 12:23
  The post All the latest from Cannes Lions 2018 appeared first on Marketing Week.
  
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• How to immerse – and not irritate – consumers in augmented reality

  19-06-2018 12:20
  Since time began, mankind has told stories.
  From tales passed down through generations via drawings, to television and gaming - storytelling has always taken various forms but whatever the format, these stories inform, entertain and influence.
  Today, in our inherently social world, consumers demand interactive experiences. Screen fatigue and the increasing need for bespoke experiences has led to the rising popularity of virtual reality and augmented reality. Pokémon Go proved th
  
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• SoundCloud ‘redoubles focus’ on creators in First On SoundCloud campaign says CEO

  19-06-2018 11:52
  SoundCloud is among one of the largest streaming sites in the world, claimed its chief executive, but unhappy with that, he is keen to differentiate it by redoubling its focus on championing the creative talent that helped build the open music platform in the first place.
  The brand has imported and adapted for Europe a marketing campaign that started in the US called ‘First On SoundCloud’. Created largely in-house, the marketing drive is intent on championing seven artists across the
  
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• Marketoonist on the personalisation gap

  19-06-2018 11:52
  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 the personalisation gap appeared first on Marketing Week.
  
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• What’s in a name? From design to experience design

  19-06-2018 11:50
  Earlier this year we renamed our team from ‘design’ to ‘experience design’. This may sound like a fairly subtle and relatively insignificant change but we did it quite deliberately to explain where the team sits both within MMT Digital and the wider Be Heard Group, who acquired us in 2016.
  Within Be Heard, we are specialists in experience design and build: we think holistically about how a brand is platformed (the back end) and how it interacts with the customer across mu
  
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• Tronc mulls ditching brand and reverting back to Tribune Publishing

  19-06-2018 11:50
  Media giant Tronc is making news of its own after it confirmed it was actively considering jettisoning its maligned rebrand after just two years in order to revert back to the more prosaic Tribune Publishing.
  Tronc truncated its title back in June 2016 to the bafflement of many with historic titles such as the Baltimore Sun, New York Daily News and Los Angeles Times all labouring under the abbreviation for Tribune Online Content.
  The rebrand was championed at the time as a way for the business t
  
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• Unilever’s Keith Weed on why FMCG is like a ‘heat-seeking missile’

  19-06-2018 11:48
  FMCG has been considered the classic training ground for brand building for decades and despite competition from newer, perhaps more fast-paced industries such as tech, Unilever‘s chief marketing and communications officer Keith Weed argues it is still a great sector for marketers to kick-start their careers.
  In order to keep up with the pace of change and meet people’s needs, he says the consumer goods sector must continually push for greater dynamism from its marketing teams, makin
  
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• Endeavor CMO Bozoma Saint John: 'Always ask for whatever a white man is earning'

  19-06-2018 11:48 via campaignlive.co.uk
  Bozoma Saint John, the newly-appointed chief marketing officer at talent agency Endeavor, has urged women to make proactive salary demands to ensure they receive the same remuneration as male colleagues.
  
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• Creating display transparency: is your provider being honest?

  19-06-2018 11:48
  Transparency is a hotly debated topic in the world of media and digital marketing right now. There's plenty of buzz around the subject, but very little when it comes to practical advice.
  It’s easy to get lost in the many different options doing the rounds, but how do you decide what’s right for you and your business?
  The current landscape
  Brands can run programmatic display campaigns in many ways, but there are often challenges when it comes to transparency. Working with third-party
  
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• GetYourGuide launch new brand identity from DesignStudio

  19-06-2018 11:45
  GetYourGuide - the travel booking platform - has launched a new brand identity campaign courtesy of DesignStudio.
  The London, San Fransisco and Sydney based brand experience and design agency was appointed by the travel site to redefine the brand’s look, feel and user experience.  Three behaviours were created: ‘joining journeys’, ‘curing chaos’, and ‘seeking incredible’ shaping the creative proposition ‘Love Where You&rsqu
  
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• Adam & Eve/DDB shortlisted in Film Craft Lions for John Lewis, VW, Marmite, Sky and Halifax

  19-06-2018 11:25 via campaignlive.co.uk
  Adam & Eve/DDB picked up eight nominations in the Film Craft Lions for its work across five major brands.
  
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• Adidas India celebrates team spirit with Fifa World Cup interactive billboard

  19-06-2018 10:45
  Adidas India has launched an OOH campaign designed to create a buzz around the Fifa World Cup Russia 2018 and to create brand awareness about TelStar – the event's official football.
  The one-month-long campaign, which was created by Dentsu Aegis Network’s media agency Carat and OOH agency Posterscope, aims to reach out to football players and fans across a range of age groups.
  The OOH activation aims to generate curiosity among people as they pass by the site, whi
  
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• Absolut wraps London buses in rainbow print for LGBTQ support

  19-06-2018 10:32 via campaignlive.co.uk
  Absolut, the Pernod Ricard vodka brand, has wrapped two London buses in a rainbow print to support the LGBTQ community.
  
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• P&G wants to see equal representation of women and men across its creative supply chain

  19-06-2018 10:25
  Procter & Gamble (P&G) has forged a number of new partnerships with organisations including The Queen Collective, Katie Couric Media and Free the Bird as it looks to drive equal representation of women across the creative supply chain. 
  Announcing the partnerships at the Cannes Lions Festival, the FMCG company’s chief brand officer Marc Pritchard said: “As the world’s greatest creative minds gather to celebrate crea
  
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• Mars CMO Andrew Clarke promoted to lead confectionery division

  19-06-2018 10:08 via campaignlive.co.uk
  Mars has promoted its chief marketing and customer officer, Andrew Clarke, to the role of global president of Mars Wrigley Confectionery.
  
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• Mars Bar positions chocolate as a tool for confidence in cheeky campaign

  19-06-2018 09:39
  Mars Bar Australia is repositioning the chocolate bar as a way to gain confidence in a cheeky new campaign.
  The ad depicts a young man attending a live portrait drawing class only to discover his mother is the naked model. Despite appearing shocked and horrified, the man takes a bite of a Mars bar which gives him the confidence to complete the class.
  The ad sees Mars shift away from its previous positioning that Mars provides energy and introduces the new brand platform, ‘Enough Chocolate
  
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• Paddy Power delivers mobile ‘Drunk Tank’ to Royal Ascot

  19-06-2018 09:34
  Paddy Power is offering a sobering experience to overindulgent racegoers at Royal Ascot after wheeling in its very own glass-fronted ‘Drunk Tank’ within which up to 50 boozed-up fans can be deposited.
  Billed as a solution to a spate of alcohol-fuelled brawls at race meetings, the converted lorry contains a customised 6x2m container within which those the worse for wear can quickly sober up.
  To facilitate the clean-up operation Paddy Power has commissioned branded wheelbarrows wi
  
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• Napoleon, Calliope and Nike unite for Macau's City of Dreams campaign

  19-06-2018 09:03
  City of Dreams, China's largest resort, has created its first advertising campaign to promote the relaunch of the Macau resort.
  The “The Art of Winning” campaign features mythical and historical figures associated with triumph, victory and leadership such as Napoleon, Calliope and Nike, the Greek goddess of Victory.
  The campaign aims to merge these characters with the futuristic design of the resort’s centrepiece the Morpheus Hotel, which was designed by iconic architect Zaha H
  
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