Marketing news

• Smirnoff Ice is celebrating the 4th of July by paying people to take a five-day weekend

  25-06-2018 23:23
  The Fourth of July falls smack dab in the middle of the workweek this year, meaning workers across America will be forced to trudge into their offices on Thursday next week after a day of revelry and barbecues.
  To soften the blow, Smirnoff Ice is paying 100 people to take off July 5 and 6 so they can continue the holiday celebrations into the weekend. The stunt marks the return of the brand’s limited-edition Smirnoff Ice Red, White & Berry.
  “Who wants to head back to work and do
  
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• True diversity means no one is ‘The Only’

  25-06-2018 22:32
  For many of our colleagues in creative industries, being “diverse” has too often meant someone is “the only”: the only woman; the only person of color; the only mother. In an industry where collaboration is key, this is a lonely place to be.
  The #MeToo movement and its “Time’s Up” aftermath have brought people together and reignited diversity conversations around the world. From Fortune 500 Boardrooms to Michelin-starred kitchens, both the powerful and t
  
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• Facebook launches print magazine called ‘Grow’

  25-06-2018 21:32
  Facebook has launched a quarterly print magazine called ‘Grow’ aimed at business leaders and execs.
  It’s an interesting move considering the social platform’s digital roots and massive online advertising operation, but one that is part of a “multi-platform content” strategy that includes invite-only events spanning the UK, France, Italy, Germany and Sweden this year.
  All of Grow’s content will be available online via its Facebook page and blog. The socia
  
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• ‘It’s a Tide Ad’ director on crafting the perfect pastiche, David Harbour & Super Bowl deadlines

  25-06-2018 17:58
  Directing the Super Bowl ad to satirise all Super Bowl ads took restraint in both scripting and shooting to guarantee maximum comic effect across the world. The talent behind the camera explains to The Drum how they made the blazing self-awareness of ‘It’s a Tide Ad’ work.
  Traktor is a Scandinavian filmmaking collective that began collaborating on directorial projects in the 1990s. Since then they have always requested to be referenced under that name, regardless of who in the
  
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• Case Study : Dubai’s real estate at your digital finger tips

  25-06-2018 17:47
   
  Dutch digital agency CLEVER°FRANKE was asked by the Dubai Land Department (DLD) to redefine its Mashrooi app. To make it the most advanced, powerful tool for information about real estate projects in Dubai. This Dutch Digital Design case study is a perfect example of down-to-earth, clean Dutch design and clever functionality. 
  Background
  A staggering number of buildings are currently under development in Dubai, adding new silhouettes to its iconic skyline every few months. I
  
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• How influencers transcend all the marketing disciplines

  25-06-2018 17:24
  Influencer marketing is the digital alternative to word-of-mouth marketing. By using an individual with a vast social media following, brands can communicate a message, product, opinion or campaign to a mass audience.
  Additionally, with the ability to transcend into all marketing disciplines, from PR to direct marketing, influencer marketing provides the invaluable opportunity to create a unified message across multiple platforms.
  In 2017, influencer marketing carried an estimated worth of $2bn
  
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• Three things from Cannes: taboos, trends and tears

  25-06-2018 16:55
  With Cannes Lions closing its doors last Friday, Creative Social asked five creative leaders to share their thoughts on this year’s Cannes Lions.
  Which piece of work made you think ‘F**k me that’s good!’?
  Jo McCrostie, creative director, Global Radio – president, Radio & Audio Lions (JM)
  ‘The Game That Never Was’ for Blu Radio by Grey Colombia Bogota.  It has within it two of the most prominent themes that emerged in this year’s show of wo
  
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• Why the battle over junk food marketing could ‘fundamentally change’ the industry

  25-06-2018 16:35
  The government’s childhood obesity strategy, published today (25 June), pledges to ban price promotions on unhealthy food and introduce an advertising watershed in a move that could “fundamentally change” the food and drink and ad industries.
  Health Secretary Jeremy Hunt released the second installment of the government’s Child Obesity strategy with plans to end buy-one-get-one-free promotions on sugary snacks and potentially introduce a 9pm watershed for junk food ads.
  T
  
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• Targeting video ads at scale with brand safety and premium brand adjacency

  25-06-2018 16:30
  For big brands, a core advertising goal is reaching target audiences at scale, in high-quality, brand-safe environments. Recent data and brand safety scares have prompted advertisers to search for ad environments that offer higher brand safety standards — a re-evaluation that raises new options, publishers and brand partnerships.
  Luckily, the amount of quality, brand-safe digital video content available to advertisers in Asia is rapidly increasing. With advances in automated buying, target
  
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• Agency's hate speech A.I. destroys harmful Twitter accounts

  25-06-2018 16:26 via campaignlive.com
  Possible's 'We Counter Hate' movement pledges a $1 donation for every retweet of hate.
  
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• Cath Kidston to host world's largest tea party for 25th birthday

  25-06-2018 16:09 via campaignlive.co.uk
  Cath Kidston is marking its 25th anniversary with the world's biggest cream tea party and ex-Great British Bake Off judge Mary Berry.
  
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• Public sector procurement organisation YPO appoints Sagittarius to revamp digital strategy

  25-06-2018 15:31
  YPO, the UK’s largest public sector buying organisation, has appointed digital agency Sagittarius.
  Publicly owned by 13 local authorities, and with more than 60 associate members, YPO manages procurement across than 100 public sector frameworks including food, insurance and electricity, handling more than 30,000 individual products. In 2017 alone, YPO, which works with the majority of schools in Scotland, England and Wales, sold more than five million glue sticks.
  Sagittarius has been brie
  
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• WPP exits AppNexus in sale of ad platform to AT&T

  25-06-2018 15:24 via campaignlive.co.uk
  AT&T has fully-acquired digital platform AppNexus for a reported $1.6bn (£1.21bn) from its stakeholders which includes WPP, investment firm TCV and News Corp.
  
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• GDPR, video ads, voice assistance: 5 killer stats to start your week

  25-06-2018 15:22
  1. Quarter of marketers didn’t receive GDPR training before deadline
  One in four marketers (27%) didn’t receive any GDPR training prior to the 25 May deadline and 34% feel more training is needed.
  Another 68% agree training will be integral to their organisation if they’re to comply beyond the deadline.
  However, in the last six months there has been an increase in the number of marketers who feel they’ve received appropriate training for GDPR, up 21% from November 2017 to
  
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• Social Media Video Tips: The Art of Standing Out in Crowded Feeds

  25-06-2018 15:02
  Anyone working in digital marketing knows the power of video. Even still, the statistics can astound. 
  On Facebook alone, there are eight billion daily video views. On Instagram, the time spent watching video increased by more than 80% from 2016 to 2017.
  All that adds up to a lot of competition to win those coveted eyeballs. It can seem overwhelming and, for many, the video format is more than a little intimidating. 
  For that reason, we’ve compiled some simple tips to give your F
  
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• Pride in London shows what it means to communities in digital OOH campaign

  25-06-2018 14:57
  Pride in London has launched its out of home creative to be shown on billboards across London. The 'Why Pride Matters to Our Community' campaign sees 150 people from across the LGBTQ+ community marching across screens and up the escalator of tube stations sharing their story of what pride means to them. 
  The launch follows the charities first ad from BMB, which shows how far London has come to understanding LGBTQ+ but also how far there is to go. Creative by in-house volunteers, t
  
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• AT&T buys AppNexus as it looks to bulk up its adtech business

  25-06-2018 14:53
  AT&T has snapped up adtech giant AppNexus in a deal estimated to be worth more than a billion dollars as it looks to bulk up its adtech capabilities. The move marks the telcoms giant's second acquisition within a month. 
  The pair haven't publicly disclosed the value of the transaction, but last week Wall Street Journal sources placed it at circa $1.6bn amid talk of a takeover – earlier AppNexus had been valued at $2bn.
  AT&T hopes the takeover of the adtech
  
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• Engine promotes WCRS' Billy Faithfull to group creative chief

  25-06-2018 14:25 via campaignlive.co.uk
  WCRS executive creative director Billy Faithfull has been promoted to the new role of chief creative officer of the Engine Group.
  
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• Why direct-to-consumer beauty brand Glossier is ripping up the marketing playbook

  25-06-2018 13:46
  US beauty brand Glossier doesn’t “go by the rules”, according to president and chief operating officer Henry Davis.
  Inspired by the explosion of direct-to-consumer brands such as glasses business Warby Parker, and shaving subscription players Harry’s and Dollar Shave Club, Davis said he became obsessed with how to use digital for creative purposes to engage people at scale and ultimately change what it means to be a customer.
  Over the past four years Glossier has carved o
  
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• One in five use an Alexa to boil an egg or help tell better jokes

  25-06-2018 12:51
  The use of voice activated virtual assistants has rocketed in UK homes this year. The latest figures from YouGov claim 1 in 10 Brits now own at least one device – but just how are Alexa and pals enhancing British consumers’ lives? Are smart speakers actually making us smarter? And are they using these devices to engage with brands?Digital voice assistants
   
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  Almost 20% of Brits that have a voice assistant in the home use it to tell them how long to boil their eggs
  
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• Ad of the Day: Netflix ad assembles black stars to showcase its commitment to diverse storytelling

  25-06-2018 12:46
  Video streaming company Netflix has underlined its commitment to casting and hiring black talent in an ad called 'Great Day in Hollywood'. It will debute during the Black Entertainment Television (BET Awards) on 25 June.
  Coming just days after the launch of Luke Cage season 2, its Marvel adaptation of the bulletproof black superhero, the TV ad features the likes of Spike Lee, Laverne Cox, Ava DuVernay, Alfre Woodard, Lena Waithe and Justin Simien, among others.
  It is an expression of the co
  
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• Influencer marketing fraud – how big a problem is it?

  25-06-2018 12:45
  Unilever used the global pull of Cannes Lions to draw attention to the problem of fraud in influencer marketing. The advertiser duly made headlines, leading others to reveal that not only it is on the agenda but that they have been quietly working on their own solutions. So, just how big a problem is it?
  Unilever's chief marketing officer Keith Weed called for “urgent action” to clean up the influencer marketing ecosystem, immediately committing to stop working with any influencer fo
  
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• Tesco scraps brand guarantee promise: 'It's far less relevant for our customers today'

  25-06-2018 12:21
  Tesco is moving away from its unique marketplace differentiator – its brand guarantee that claims to sell brands cheaper than rivals Asda, Morrisons or Sainsbury's.
  Back in 2015, the retailer launched the new brand guarantee and no longer required consumers to dig out receipts from other supermarkets to compare brand prices. Instead the price difference was policed by Tesco and deducted automatically, making savings of up to £20. However, to qualify, shoppers had to buy at least 10 i
  
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• McDonald's uses real-time technology to anticipate hunger and drive orders during World Cup

  25-06-2018 12:17
  McDonald’s have partnered with Google to use real-time trigger’s to drive McDelivery orders during the World Cup.
  Working with media agency OMD Hong Kong, McDonald’s harnessed Google’s Real-Time Trigger and a data management platform (DMP), to anticipate times during matches when fans would become hungry and push ads to entice them to place orders.  
  The “hungry moments” were calculated based on the insight that football fans get hungry when excited and w
  
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• Creative Works EMEA featuring The Brooklyn Brothers, BMB, TBWA\London and more

  25-06-2018 12:06
  Welcome to The Drum Creative Works, supported by Workfront.
  As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.
  For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.
  For voting updates and more follow The Drum Creativ
  
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• Chinese food delivery giant Meituan Dianping files for IPO to help drive growth

  25-06-2018 11:39
  Meituan Dianping, the Chinese food delivery giant, has filed for an initial public offering (IPO) in Hong Kong in a bid to help bolster its growth.  
  Meituan Dianping is targeting a valuation of more than $60 bn, according to media reports. It was valued at $30bn last year.
  The company said it recorded revenues of RMB 34bn ($5.2bn) in 2017, however, it made a net loss of RMB19bn ($2.9bn) with its adjusted loss of RMB 2.8bn.
  The Tencent-backed business, which claims to be the world&rsqu
  
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• CEO Fox departs as Lida prepares agency relaunch

  25-06-2018 11:35 via campaignlive.co.uk
  M&C Saatchi Group is set to relaunch its Lida CRM shop, following the resignation of chief executive Victoria Fox, and amid question marks over the future of long-serving chairman Matthew Heath.
  
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• Snap, Instagram and Spotify go big for Cannes Lions 2018

  25-06-2018 11:15 via campaignlive.co.uk
  Among the rose and sunburnt faces on the Croisette, the tech brands upped their game creating experiences to fully engage with the marketing set. Campaign rounds up some of the standouts.
  
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• Snap and Instagram go big for Cannes Lions 2018

  25-06-2018 11:15 via campaignlive.co.uk
  Among the rose and sunburnt faces on the Croisette, the tech brands upped their game creating experiences to fully engage with the marketing set. Campaign rounds up some of the standouts.
  
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• ‘Advertising is not the way’ – and other bullshit from Cannes

  25-06-2018 11:00
  'Advertising is not the way going forward,' Mastercard chief marketing and communications officer Raja Rajamannar said last week at Cannes Lions. One question: how he can make such a claim with a straight face when so much easily-available information says the complete opposite?
  Rajamannar explained by saying that "consumers hate interruption” and are increasing using ad-blocking software. "They are paying money to keep these pesky marketers out," he added.
  Now, Rajamannar is correct
  
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• The power of sound and music (or why I watch films with the sound off)

  25-06-2018 10:43
  I spoke at Cannes Lions last week (22 June) about ‘putting craft at the heart of creative work’. I focused on the techniques used in the films and award-winning advertising that have inspired me over the years.
  When considering all my favourite references – from the iconic Guinness ‘Surfers’ ad, through to the films Klute, Seven Samurai, Inception and The Godfather – I realised there was a key theme in the use of sound and music, and how they shape craft.
  
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• St Ives offloads print management business for £9.5m

  25-06-2018 10:24
  St Ives has offloaded its print management business to Paragon Customer Communications Limited for £9.5m.
  The sale price was based on the enterprise value of the business at £11m, and was paid in full in cash, according to the announcement, which will be used to reduce the group’s debt.
  As a result of the disposal, the group has said that it now intends to focus entirely on its strategic marketing business and continue its long-term growth strategy.
  "The disposal of SIMS, our l
  
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• Ad industry faces fight to prevent 'blunt' 9pm junk food watershed

  25-06-2018 10:23 via campaignlive.co.uk
  ISBA has vowed to oppose the introduction of a 9pm watershed for fatty and sugary food and drink TV ads, decrying the idea as a "blunt instrument", after the government proposed the measure in its latest consultation on combating childhood obesity.
  
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• Facebook tool makes it easier to monitor time spent on social media

  25-06-2018 10:22
  Facebook has responded to growing concerns over social media addiction with the launch of a suite of new app tools enabling members to see at a glance how much time they’ve spent on the site and set future limits to curtail their usage.
  The move comes as the social media giant reorients itself toward facilitating more ‘meaningful interactions’ rather than fixate on extending people’s time online alone.
  ‘Your Time on Facebook’ will give people access to a live
  
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• Hedge funds bet against WPP amidst expectation of further share price falls

  25-06-2018 09:54
  Uncertainty at the top of WPP in the wake of Sir Martin Sorrell’s abrupt departure from the agency network he built over three decades has seen a surge in the number of investors betting against the advertising giant.
  According to a report in The Times, the percentage of WPP shares on loan has risen from a negligible amount to close to 6% of its share capital in that time according to analysis by IHS Markit, with the number of WPP shares on loan rising just as the wider FTSE100 experi
  
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• Ad industry's LGBT+ network challenges brands and agencies to reimagine ads for a diverse audience

  25-06-2018 09:50 via campaignlive.co.uk
  Advertising and marketing LGBT+ network, PrideAM, is inviting adland to take part in a free-to-enter competition which involves reimagining mainstream campaigns for diverse audiences.
  
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• West to East: how AnalogFolk found a new rhythm for Asia Pacific

  25-06-2018 09:31
  If you read almost any research on global marketing trends, particularly around advertising spend, Asia is the region of growth. Agencies, such as AnalogFolk, are slowly building up an Asian presence, driven by client demand as this growth transpires.
  Taking a UK business and transporting it into Asia isn’t easy as there are lots of nuances and differences have to be considered. Having launched into Asia Pacific seven years ago, first into Australia, followed by Hong Kong and Shanghai, co-
  
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• Cricket Australia signs up real estate brand Domain as naming rights sponsor

  25-06-2018 09:31
  Real estate brand Domain has signed a four-year sponsorship deal with Cricket Australia, just months after the cheating scandal saw brands abandon the sport.  
  Domain will become the naming rights sponsor for the Australian men’s cricket team, replacing previous sponsor Magellan Financial Group, which terminated its three-year deal in the wake of the cheating scandal in March.
  Magellan was one of a number of brands which axed sponsorship deals with the sporting body and individua
  
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• Ready yourself for the robot reckoning at The Drum's Off Stone Briefing

  25-06-2018 09:30
  What do you plan to do all day when the robots inevitably come for your job? It might be worth considering retraining as an autonomous vehicle ethicist, or a robot whisperer, or a chief augmentation officer, an end of life planner, offworld governor or one of the many jobs that don't yet exist but probably will. No really, we're serious. 
  In the August issue of The Drum magazine we're taking a look at the future of work, finding out what roles will go the way of AI, what our kids will do fo
  
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• Listen up: here's why do you need to think about voice now

  25-06-2018 09:30
  As consumers rush to embrace voice tech and connected devices, we ask the industry why marketers should be keeping their ears to the ground.
  Swave Szymczyk, global director of digital and retail marketing, Originals at Adidas
  Voice is set to become the next big input into our computers, and so instead of typing you will be just able to just ask your digital assistant for anything, whether that’s a brand or whether that’s a commodity.
  And we need to, as marketeers, be taking that very
  
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• View all the Grands Prix winners from Cannes Lions 2018

  25-06-2018 08:39 via campaignlive.co.uk
  Catch up on all the Grand Prix winners from the 2018 Cannes Lions International Festival of Creativity.
  
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• Uber, WPP, Morrisons: Everything that matters this morning

  25-06-2018 08:20
  Uber begins appeal to retain its London licence
  Uber will appear in a London court today to prove that it is “fit and proper” to hold an operator licence in the capital.
  The ride hailing app claims that it has made “significant changes” since Transport for London refused to renew Uber’s licence in September on grounds of public safety and security. The business has been allowed to carry on operating in London while awaiting to appeal.
  During the intervening nine mon
  
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• Instagram, Ticketmaster, Disney: Everything that matters this morning

  25-06-2018 08:20
  Ticketmaster admits major cyber attack
  Ticketmaster has admitted a major data breach affecting up to 40,000 customers, putting people at risk of fraud or identity theft.
  However, the global ticketing group could face questions over whether there was a delay in disclosing the breach as it has emerged that some UK banks, including digital bank Monzo, have known about the incident since early April.
  Ticketmaster has now contacted customers. It says people who bought tickets between February an
  
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• Google, Uber, Costa: Everything that matters this morning

  25-06-2018 08:20
  Google rebrands its ad tech stack as it looks to streamline services
  Google is rebranding its ad software, getting rid of the DoubleClick and AdWords brands as it looks to streamline services and make it easier for advertisers to understand what it offers.
  The rebrand will see Google Ad Words, its tool for buying ads, renamed as Google Ads. It will offer inventory on Google search, YouTube, the Google Play app store and across three million third-party websites.
  Google is also bringing together
  
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• Facebook, Amazon, Warburtons: Everything that matters this morning

  25-06-2018 08:20
  Facebook introduces measures to increase transparency around advertising
  Facebook has unveiled new measures to allow users to see what adverts are running in a move to increase transparency. Facebook’s chief operating officer Sheryl Sandberg revealed the new tools yesterday alongside a blog post outlining how the new measure will make it easier “to root out abuse” and increase accountability.A tool called View Ads allows users to see every active ad purchased on Faceb
  
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• Clarks, Tesco, Asda: Everything that matters this morning

  25-06-2018 08:20
  Clarks boss quits after misconduct investigation
  The chief executive of Clarks, Mike Shearwood, has been forced to resign following a number of complaints about his behaviour.
  In a statement, Clarks said: “Clarks recently learned that aspects of Mr Shearwood’s conduct, conversations and expressions fell short of the behaviours expected of all its employees on a number of occasions.
  “In these circumstances the board has accepted Mr Shearwood’s resignation.”
  Shearwood
  
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• Helen Tupper: How to navigate the four phases of your job life cycle

  25-06-2018 08:00
  It’s unlikely to be a surprise to you that the rate of job change is increasing. LinkedIn data shows that over the last 20 years the number of companies’ people work for in the five years after they graduate has nearly doubled, with the highest rates of job change for people working in media and entertainment and a trend for higher rate of change for women versus men. This leads to more ‘squiggly careers’ with a need to more consciously manage the movement from job to job
  
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• Big Bazaar engages consumers for Fifa World Cup with AR experience app on Facebook

  25-06-2018 07:58
  Indian Future Group's brand Big Bazaar has rolled out a Facebook augmented reality camera game as part of its Fifa World Cup activation.
  Facebook users can use the the camera on their mobile app and bounce the ball on their head. The activation is conceptualised by Bangalore based tech agency Alivenow. 
  Pawan Sarda, group head of digital, Future Group India said: “After cricket, India has a large number of football fans. Keeping in with the Fifa fever, with Big Bazaar AR Camera,
  
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• 10 Questions With... Gemma Greaves, chief executive of The Marketing Society

  25-06-2018 07:58
  The media and marketing sector is ultimately about people. In this weekly series, The Drum speaks to professionals across the sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week's 10 Questions are answered by The Marketing Society’s chief executive, Gemma Greaves.
   
  What was your first ever job? 
  Does this count paper rounds?Well technically when I set up an earri
  
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• Australian outdoor on the move as Ooh Media buys AdShel and JC Decaux swoops on APN Outdoor

  25-06-2018 07:57
  Australia’s outdoor industry is set for big changes as Ooh Media buys AdShel and international giant JC Decaux moves on APN Outdoor.
  Outdoor company Ooh Media has agreed a deal to buy Here, There & Everywhere’s (HT&E) street furniture company AdShel for $570m.
  The deal follows a competitive bidding war against rival outdoor business APN Outdoor, which last week upped its bid to $540 million.
  The deal will see Ooh Media acquire more than 21,000 poster faces and 800 screen
  
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