Marketing news

• An open letter to Grey and to putting 100% into the creative process

  03-07-2018 20:33
  Earlier this year, Grey New York announced they’re dedicating 75% of their resources to creative. As a creative, I applaud that decision. It’s about time we all did something like that. But to me it also begs the question, why stop at 75%?
  Just the other day my account team pulled me aside after an internal review of some B2B print work. It was a trade magazine insert. They weren’t completely happy with the quality of the work. They felt like it could be better. Then they said
  
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• Tired of tone-deaf ads that are missing the mark? Empathy is the answer.

  03-07-2018 18:57
  Tone-deaf.
  Out of touch.
  Oblivious.
  These are just a few of the ways we describe the cringe-worthy things that spill out of brands and agencies when they grossly miss their mark. Moments like when —
  Kendall Jenner walked through a protest with her peacemaking Pepsi.
  Dove lotion turned a black woman into a white woman.
  Zuckerberg used Facebook Spaces VR to virtually tour hurricane-ravaged Puerto Rico.
  These examples, and many more like them, have encouraged us en masse to share our favorite
  
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• There's no place like adland: One Minute Briefs challenges creatives to come up with ads using movie quotes

  03-07-2018 18:55
  Creative? From creatives? Groundbreaking. Whether you're a Miranda Priestly fan or not, is there ever really a day that goes by where someone doesn't make a pop culture reference to communicate how they really feel? 
  We made One Minute Briefers an offer they couldn't refuse and asked them to create an advert using famous movie quotes. 
  So whether it was Taxi Driver’s “you talking to me” for a hearing test or All About Eve’s “Fasten your seat belts, it
  
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• Former England manager Sam Allardyce offers his man management tips to business leaders

  03-07-2018 18:31
  Ex-England, Everton and Bolton boss Sam Allardyce has shared his views on what business managers can learn from football managers.
  Allardyce, speaking at the TalkSport pub which was open during the first England game of the World Cup in Cannes, offered his tips to The Drum on dealing with individuals on a one-on-one basis and other insights he has gleaned from his long career in the game.
  During the interview he also offered some insights on when he had to use the hairdryer treatment (an infamou
  
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• UK Top Shazamed ads: PrettyLittleThing saunters into fourth place

  03-07-2018 18:30
  PrettyLittleThing.com has made it into the Shazam chart this week in fourth place. The 30 second clip samples Kah-lo & Riton's Fasta, showing of the new summer fashions with a group of women, including presenter Maya Jama,  having some fun in the sun.
  The Drum's Shazam chart tracks the number of times each ad has been Shazamed over the past week using the music identification app.
  Also this week, O2 Priority moves down two spots while Beats b
  
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• Amazon unveils its biggest Prime Day plans yet

  03-07-2018 17:52
  Amazon has revealed that this year’s Prime Day will last 36 hours, starting July 16 at 3 pm ET.
  The annual global shopping event, which provides steep discounts to members of its $119-per-year subscription service, will offer “more than one million deals exclusively for Prime members around the world, plus select deals at all US Whole Foods Market stores,” according to Amazon.
  To drum up excitement for the day, Amazon is placing giant “Smile boxes” in cities includi
  
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• WPP believed to be challenging former boss Sorrell for acquisition target MediaMonks

  03-07-2018 17:27
  Sir Martin Sorrell's former employer, WPP, is understood to be trying to beat him to the race to acquire MediaMonks.
  Earlier today the Dutch digital production firm emerged as the first takeover target for Sorrell's new S4 Capital venture, which he joined after leaving his WPP chief executive post in acrimonious fashion in April.
  But now it looks as though Sorrell may face competition for the deal, with Sky News reporting that his old employer WPP and consultancy Accenture have also lo
  
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• Budweiser serves up a taste of the Northwest with ‘Dishing Up America’ series

  03-07-2018 17:25
  Budweiser is exploring US food culture with its new ‘Dishing Up America’ in the Northwest campaign, and the characters profiled are a unique cross-section of what makes the region a driving force in the US food scene.
  Working again with director Tony Fulgham in partnership with Seattle agency PB&, the series takes a road trip through Montana, Idaho, Washington and Oregon to find the food culture that makes each area tick. From Portland, Oregon being at the forefront of the food t
  
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• Quintessentially Group’s Annastasia Seebohm rises to global CEO role

  03-07-2018 16:57
  Quintessentially, a luxury lifestyle services and marketing group, announced the appointment of Annastasia Seebohm to the position of global chief executive officer.
  Seebohm, who previously held the role of US chief executive, has succeeded Quintessentially co-founder Aaron Simpson; Simpson has now taken the role of group executive chairman. Her mission in this new role has been to redefine what modern luxury service is and can be for its clients, and to accelerate the global development of the
  
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• Pride in London campaign 'captures the trans experience in a way that isn't an after thought'

  03-07-2018 16:04 via campaignlive.co.uk
  Pride in London's Somewhere Over the Rainbow campaign takes a different direction this year by asking the question 'What is Pride and what does it mean?'
  
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• Open for entries: get ready for The Drum B2B Awards 2018

  03-07-2018 16:00
  Following its debut last year, The Drum B2B Awards have returned for 2018.
  Rewarding the best B2B marketing campaigns/strategies, these awards will accept entries from around the globe to find the best creativity, effectiveness, ROI and commercial results. 
  Returning to the judging panel this year is Adobe's senior strategic business development manager, creative cloud enterprise, Chris Duffey. 
  According to Duffey, the definition of B2B advertising has been refined. He
  
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• Cadbury among first three brands hit by ASA's new regime for online junk food ads

  03-07-2018 15:48 via campaignlive.co.uk
  Ads for Cadbury, Chewits and Swizzels are the first to be banned under rules that came into force last July on how products high in fat, salt or sugar can be marketed to under-16s.
  
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• Morrisons looks to ‘show who it is’ in new TV ad that puts spotlight on suppliers

  03-07-2018 15:46
  Morrisons has unveiled a new TV ad that looks to “show who Morrisons is” and highlight the “close relationship” it has with its suppliers.
  It is the next chapter of Morrisons’s ‘Makes It’ campaign, which it launched with the help of its agency Publicis two and a half years ago.
  However, set outside the usual supermarket setting and with no mention of price (or song and dance), it feels very different to the advertising we are used to seeing from the UK&r
  
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• Morrisons looks to ‘show who it is’ in new TV ad

  03-07-2018 15:46
  Morrisons has unveiled a new TV ad that looks to “show who Morrisons is” and highlight the “close relationship” it has with its suppliers.
  It is the next chapter of Morrisons’s ‘Makes It’ campaign, which it launched with the help of its agency Publicis two and a half years ago.
  However, set outside the usual supermarket setting and with no mention of price (or song and dance), it feels very different to the advertising we are used to seeing from the UK&r
  
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• ‘Welcome to Ad Land; capital: Average’ – Tony Cullingham’s final words to Watford graduates

  03-07-2018 15:29
  I recently gave a speech at the Watford Advertising Course Graduation for the classes of 2016 and 2017. The graduates are all in agencies such as BBH, VCCP, Blink, AMV, BBC, Channel 4, Y&R and Wieden+Kennedy. Here is a precis of the talk.
  Ad Land. 
  Population: Worried. 
  Capital: Average. 
  Currency: The Dull.
  Welcome to Ad Land. 
  A complicated world of dense areas, false trails, mirages and long fruitless treks. Before setting out on any journey young creatives n
  
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• Breaking up is hard to do: three approaches to divorcing the UK

  03-07-2018 15:00
  After another week of Brexit bickering, one story livening up the debate was the news that Airbus is thinking about jumping ship if the UK fails to secure a transition deal. And if that wasn’t a big enough blow to the ‘keep calm and carry on’ brigade, it was shortly followed by Mini and Rolls Royce (now owned by BMW) who announced they too are considering pressing the ejector seat button.
  While this type of posturing is an inevitable part of the Brexit meltdown,
  
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• People on the move featuring Captify, Walmart, Disney and more

  03-07-2018 14:15
  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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  Superfly
  Superfly has appointed Alex Crope as executive vice president, he will report directly to co-founder, Rich Goodstone.
  In the role, Cripe will be tasked with designed the strategic offering from the agency that differs to competitors. He joins from Redscout where he was head o
  
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• From digital detox dreamers to exploring unfiltered worlds, what marketers need to know about Gen Z

  03-07-2018 14:08 via campaignlive.co.uk
  The price of perfection, a stay at home culture and the desire for a complete social media shutdown are among the key trends that marketers need to take positive action on to stay ahead of the curve with this culturally expanding and socially aware generation.
  
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• Ads We Like: Shinola’s Statue of Liberty timepiece collection celebrates diversity of immigrants

  03-07-2018 13:46
  In honor of Independence Day, high-end accessory company Shinola, from Detroit, wanted to honor those who came to the US to become citizens, and looked to New York harbor for inspiration. The Statue of Liberty timepiece from the watch maker shines a light on the many people who have spent a great deal of time and effort to wear the moniker of ‘American citizen,’ and to invite everyone all to re-examine the perception of the term “immigrant.”
  On June 15, Shinola 
  
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• Ads We Like: BA lands Michael Caine & Olivia Colman for comic inflight safety video

  03-07-2018 13:41
  British Airways has bagged an array of British acting talent for the second iteration of its rib-tickling inflight safety video, created in partnership with Comic Relief.
  A twist on the boring pre-flight instructional film, the 2018 spot stars the likes of Michael Caine, Olivia Colman, Naomie Harris, Joanna Lumley, David Walliams and Jourdan Dunn.
  The thespians (and model) are filmed auditioning for the gig and subsequently being tortured by the ineptitude of ‘director’ Cha
  
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• Marketoonist on brand positioning

  03-07-2018 13:24
  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 brand positioning appeared first on Marketing Week.
  
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• Judges offer tips on entering The Drum Content Awards 2018: "Brevity is your friend, bull s**t is not"

  03-07-2018 13:00
  Senior players from ESI Media and Initiative have joined the judging panel for The Drum Content Awards 2018.
  Content marketing and branded entertainment focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. These awards celebrate and honour the best in modern marketing. 
  "Brevity is your friend, bull s**t is not. If you don’t believe i
  
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• Agencies can only change at the speed of meritocracy

  03-07-2018 12:57
  Another week goes by and we hear yet another very powerful client berating the agency sector. Just the other week, I read of TFL’s Chris Macleod talk about agencies not changing quick enough… ‘a meteor meets dinosaur’ moment.
  This is on top of previous commentators from P&G (Marc Pritchard), Unilever (Keith Weed) and others talking about the need for new agency models, about being businesses with no guaranteed right to exist, how complexity of the agency offering was
  
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• Why Sorrell's S4 Capital is targeting Holland's MediaMonks for first acquisition

  03-07-2018 12:39
  Sir Martin Sorrell looks set to start building his new venture, S4 Capital, with the acquisition of a Dutch digital production company called MediaMonks. If today's reports come to fruition this will mark his first acquisition since taking the reins at S4 following his abrupt departure from WPP earlier this year.
  This week, Sorrell secured significant funding for his new M&A vehicle, which he hopes to turn into a serious marcomms player, when S4 Capital announced a f
  
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• Entries open for The Drum Digital Trading Awards USA 2018

  03-07-2018 12:30
  The Drum Digital Trading Awards USA  are launching for 2018 with industry experts from DotDash, Beller Tech and SalientMG joining the judging panel. 
  Entries are now open to anyone in the US digital media/trading space who can show that they offer a high value service or technology.
  Founder of Beeler Tech, Rob Beeler wants to see true impact from this year's entrants. He said; "Lost among the continual noise of an industry with a lot of moving pieces are people and technology havi
  
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• "Brevity is your friend, bull s**t is not" says The Drum Content Awards judge and ESI Media director: enter now

  03-07-2018 12:30
  ESI Media and Initiative have joined The Drum Content Awards 2018 judging panel
  Content marketing and branded entertainment focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. These awards celebrate and honour the best in modern marketing. 
  "Brevity is your friend, bull s**t is not. If you don’t believe in your entry nor will the judges," said
  
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• Publicis.Sapient taps Amazon and Tesco tech talent to help it compete with consultancy rivals

  03-07-2018 12:28
  Publicis.Sapient has poached retail tech talent from Amazon and Tesco as it looks to offer clients “the next level of performance in product engineering” and differentiate itself from consultancy rivals.
  The transformation arm of Publicis Groupe has hired ex-Tesco online engineering director, Tilak Doddapaneni, as its global head of engineering.
  Doddapaneni will join the Publicis.Sapient global leadership team and report directly to Nigel Vaz, Publicis Groupe lead for digital bu
  
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• The keys to success: top tips on selecting a PPC specialist

  03-07-2018 12:09
  The needs of every business vary greatly when it comes to Search Engine Optimization (SEO).
  However, many have found success by working with a pay-per-click (PPC) specialist. If you are considering this option, there are certain areas that need to be addressed before signing a contract.
  Assess your needs
  The first piece of advice would be that not every SEO agency or PPC specialist offers the same services. Make your selection based on the specific needs of your company.
  Your Google Quality Scor
  
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• Accenture and Deloitte unite with IAB and AA to outline Brexit deal demands

  03-07-2018 12:02
  Signatories from the Advertising Association (AA), the Internet Advertising Bureau (IAB), Accenture and Deloitte have outlined their demands for forthcoming Brexit negotiations in a letter to prime minister Theresa May.
  The letter, which is co-signed by 40 representatives from the Professional Business Services Council (PBSC), highlights what the sector wants from the UK’s potential exit deal with the European Union.
  As May’s government reaches a critical point in the negotiatio
  
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• Has ‘reach’ become a vanity metric in a fragmented media landscape?

  03-07-2018 12:00
  It wasn’t too long ago when the concept of 'reach' was a relatively straightforward one: marketers could buy spots during popular TV programming and rest well knowing that millions of eyeballs would see their messaging.
  But the increasingly fragmented media landscape - largely spurred by skyrocketing mobile usage and an abundance of new ways to consume content - has made 'reach' a trickier metric to rely on in recent years. 
  At an event hosted by The Drum earlier this year, Neil
  
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• Paytm introduces new loyalty program with help from Dharma Productions

  03-07-2018 11:38
  Indian film production house Dharma Productions has inked a deal with Paytm to introduce a loyalty program.
  The loyalty program will reward fans and their family with exciting offers, experiences and discounts. A unique loyalty card will also be exclusively made available through the Paytm app from today onwards.
  Fans can buy their loyalty card exclusively on Paytm and get access to various rewards like availing a cashback of upto Rs 1500 on their films to a trip to movie sets and locations
  
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• Russell Parsons: Stop mistaking purpose for differentiation

  03-07-2018 11:18
  The recent Cannes Lions Festival of Creativity felt at times to be a mix of denial and guilt. There was little talk of some of the seismic challenges facing those in the marketing ecosystem – take your pick from a looming recruitment challenge, questions over trust and a crisis of confidence over marketing’s effectiveness – but plenty of discussion about needing to make a difference.
  READ MORE: Marketing’s looming crisis – Why the industry must work harder to attrac
  
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• Lexus channels art to become a luxury lifestyle brand

  03-07-2018 10:52 via campaignlive.co.uk
  Lexus, the car marque owned by Toyota, is creating an art gallery to launch its latest model as it aims to become a luxury lifestyle brand.
  
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• Former ITV and Saatchis boss Adam Crozier named Asos chair

  03-07-2018 10:51
  Adam Crozier, the former chief executive of ITV and Saatchi & Saatchi, has been named chair and non-executive director of fashion etailer Asos, further nullifying rumours that he could take the top job at WPP.
  Crozier was once tipped to replace Sir Martin Sorrell as chief executive of the advertising network, but this appears unlikely following his appointment at Asos. The city veteran is also chair of Whitbread, which owns Costa Coffee and Premier Inn.
  He began his career in media sales at
  
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• Sorrell's S4 Capital linked to acquisition of MediaMonks

  03-07-2018 10:10
  Speculation surrounding the first potential acquisition for Sir Martin Sorrell’s S4 Capital is reaching fever pitch with attention focused on Dutch digital production specialists MediaMonks.
  Fresh from securing £100m of investment, Sorrell is said to have been locked in talks with the firm to tie down a deal, which would mark his first significant move back into the advertising sector since departing from WPP.
  S4 Capital enjoys the backing of a number of investors, including Jacob Ro
  
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• Skinny enlists some of Hollywood’s biggest names for brand launch

  03-07-2018 09:44
  Skinny, the New Zealand mobile and broadband provider, has enlisted an A-list cast of Hollywood names for its new brand launch.
  The ‘Get The Skinny’ campaign stars names such as Ben Affleck, Julia Roberts, Michael Jordan, Clint Eastwood, Sarah Jessica Parker, Anthony Hopkins, and Michael J. Fox. However, while the names may be unmistakable, the faces are less familiar.
  The campaign aims to showcase how Skinny will do anything to keep its prices low, including recruiting New Zealander
  
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• BBH leads nominations for IPA Effectiveness Awards 2018

  03-07-2018 09:43 via campaignlive.co.uk
  Bartle Bogle Hegarty London is the leading agency for this year's IPA Effectiveness Awards, after being nominated five times for campaigns including Audi and Virgin Media.
  
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• IPG acquires Acxiom for $2.3bn

  03-07-2018 09:31 via campaignlive.co.uk
  Data marketing firm will become part of IPG Mediabrands portfolio.
  
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• talkSPORT's latest ad innovation lets users shake their phone to activate

  03-07-2018 09:25 via campaignlive.co.uk
  Radio station talkSPORT has teamed up with audio tech company AdsWizz so brands can introduce easy activation tie-ups with their audio ads.
  
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• How Volvo Australia built a sustainable seawall in a bid to boost the brand and double sales

  03-07-2018 09:24
  Volvo has collaborated on an innovative sustainability project in a bid to help the premium car brand double its sales in Australia’s competitive automotive market by 2020.
  Volvo Car Australia managing director Nick Connor tells The Drum the brand aims to sell 10,000 units by 2020 and is looking to engage with environmentally conscious consumers to achieve this goal.
  “Australia is an incredibly competitive market, which makes it rather exciting from my perspective,” says C
  
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• Microsoft face-recognition tech gets some bias training

  03-07-2018 09:15 via campaignlive.co.uk
  Microsoft has updated its facial-recognition technology to recognise various skin tones and associate more genders with search terms.
  
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• Creative Work of the Week APAC: Toni&Guy turns posters into hair models in its OOH campaign

  03-07-2018 08:53
  The winner of creative work of the week is the Toni&Guy's out-of-home campaign which give its stylists a platform to express themselves as artists and showcase their most creative work.
  The campaign, created by VML, saw stylists from the British hairstyling chain replicating the way they styled the human head with the upper edges of posters, which were located in Singapore malls.
  Toni&Guy hopes that by turning the posters into hair models, it breathes new life into posters as an ad
  
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• Sorrell's S4 Capital eyes MediaMonks as potential acquisition

  03-07-2018 08:26 via campaignlive.co.uk
  Sir Martin Sorrell's S4 Capital is looking at buying MediaMonks, the Dutch-based digital content production company, as its first acquisition.
  
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• Unsung Heroes - the account manager: Jeraldine Tan, Socialbakers

  03-07-2018 08:22
  The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients.
  As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
  There are many misconceptions about social media marketing and as an account manager with Socialbakers, it is Jeraldine Tan's responsibility to educate her clients on the various ways they can use social media to the
  
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• How L’Oréal drives marketing effectiveness and media neutrality

  03-07-2018 08:00
  L’Oréal has developed a tool, dubbed cockpit, that measures the ROI and productivity of its digital media investments so it can see what is working in real time and make decisions on where to spend.
  The tool, developed with cloud business Domo, allows every marketer, product manager and media owner at L’Oréal to have a “clear view on what’s working and what’s not working”, according to chief digital officer Lubomira Rochet. It tracks more than 20
  
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• How a stroke affected my work and life as a creative director

  03-07-2018 08:00
  Last year saw Wayne Robinson, creative director at M&C Saatchi, suffer a stroke midway through one of his routine gym sessions. Here, he writes about the nuances of living with only the creative part of his brain.
  It’s amazing how life can just whip the rug right out from under you. I was at an innocent skipping session in the gym, then boom – blackout.
  Next thing I’m in an ambulance rapidly discovering that a blood clot is lodged in my brain. The one tool I have to put foo
  
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• Restaurant chain Wu Fang Zhai rolls out Game of Thrones-inspired ad

  03-07-2018 07:43
  Restaurant chain Wu Fang Zhai has rolled out a bizarre ad inspired by Game of Thrones where actors play the role of rice and explain its journey to become sticky rice dumplings.
  The spot conceptualised by Social Lab Beijing, features rice narrating about the difficulties it has to face like storms and snow and how the tribal songs pumps in it the spirit to endure.
  The film is directed by Nieto who also designed headgears for the actors so that the audience
  
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• Innovating travel insurance marketing: how NTUC Income used 8-bit to create six second ads

  03-07-2018 03:00
  With the majority of insurers in Asia Pacific offering 60% in their online ads, NTUC Income explains why it decided to take a different approach with its latest creative 'Play It Safe'. 
  Enlisting the help of its creative agency BBH and Google, the Singapore-based insurer used YouTube's Director Mix to create 500 different variations of six-second bumper ads with different 8-bit characters suffering accidents in various locations.
  Explaining why the brand took the unique approach, Marc
  
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• Captify names TV veteran Tom Rogers as chairman

  03-07-2018 00:59
  UK-based adtech outfit Captify has named US-based veteran TV executive Tom Rogers as chairman to help bolster the search intelligence outfit’s North American expansion efforts.
  Rogers – a long-time NBC executive, where he helped found CNBC and MSNBC, and one-time TiVo chief – will hold the Captify role alongside his positions of executive chairman of WinView Games and TRget Media.
  Commenting on his appointment, Rogers said that insightful search data was now key to any adv
  
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• Hashtag sweatlag: Delta and Equinox partner in OOH play for passengers to sweat away their jetlag

  03-07-2018 00:12
  Lamar Advertising has partnered with Wieden + Kennedy, Clear Channel and other OOH companies in a digital billboard campaign for Delta and Equinox.
  The out-of-home companies have contributed in a media buy that uses Delta’s real-time flight data to trigger content on a billboard — considered the first effort of its kind — for a campaign the brands have called #SweatLag. In this campaign, Equinox and Delta have launched a cross-promotional effort to reward passengers on select f
  
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