Marketing news

• ‘We’re calling shotgun’: former 72andSunny exec Hilary Craven launches brand consultancy Sidecar

  05-07-2018 21:56
  Hilary Craven, former executive at 72andSunny and chief marketer at the LA office of RTO+P announced the launch of her own brand consultancy, Sidecar.
  This new consulting practice she built has reported competencies in brand strategy, earned media strategy and execution, and strategic partnerships. Craven, who had joined RTO+P in 2015 after spending six years at 72andSunny, credits her experience launching such divisions in previous agency roles set her up to create a different kind of bran
  
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• TV Ad Spend Weekly: Geico and Sprint look for 'un golazo' with World Cup creative

  05-07-2018 19:57
  Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most in newly-launched creative on US national broadcast and cable TV.
  As World Cup games play on, the tournament continues to be a boon to TV ad revenue. Soccer matches were responsible for $138m in ad spend during the week of June 25, including $16m for new advertising. Overa
  
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• US Creative Work of the Week: L.L. Bean gives office workers a way to work outdoors

  05-07-2018 19:49
  L.L. Bean is a company that has been encouraging people to get outdoors and 'Be An Outsider' for over a year, and since the company saw that most people in the US spend a lot of time indoors working in offices, it did something about it.
  The Freeport, Maine-based outfitter partnered with co-working company Industrious to create an outdoor pop-up office space complete with individual workspaces, conference areas and cycling desks. The initiative was created in partnership with brand experience ag
  
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• Programmatic growth picks up as 'doomsday' GDPR passes without major incident

  05-07-2018 19:23 via campaignlive.com
  Six weeks on: Unruly is experiencing no slowdown in programmatic buying despite global predictions of chaos -- but publishers are still wrangling with consent platforms.
  
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• WCRS, Havas Media and Goodstuff to judge The Drum Out of Home Awards 2018: open for entries

  05-07-2018 18:55
  The Drum Out of Home Awards 2018 has launched with judges from WCRS, Havas Media and Goodstuff.
  Out of home (OOH) can often be over looked by an industry that is becoming increasingly digital and social media-centric. OOH remains the single medium that everyone interacts with in every aspect of their daily lives. 
  The Drum wants to give recognition to those who are working in this sector and producing brilliant, clever and innovative OOH work. 
  Returning as a judge
  
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• TiVo CEO Enrique Rodriguez exits to join Liberty Global

  05-07-2018 18:30
  Enrique Rodriguez is stepping down as chief executive of TiVo after less than a year in the role to join Liberty Global as head of technology with a permanent successor yet to be named.
  Raghu Rau, a member of TiVo’s board of directors, will serve as president and chief executive while the company searches for a permanent replacement.
  Rodriguez, who joined TiVo in November of last year, said in a statement that his “personal decision to pursue another opportunity was not eas
  
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• Chicago top brass from Omnicom, Initiative and GRP talk tech disruption in their market

  05-07-2018 18:03
  What’s better than Chicago deep dish pizza, more spectacular than Willis Tower, and more famous than Al Capone? It’s Chicago's all star marketers, who in many ways are leading marketing innovation by actually implementing and testing new technologies that are moving the needle for some of the Midwest’s biggest brands. From Intel to Gatorade and Academy Sports, agency leaders that work on these mega brands are testing out the impact of voice, artificial intelligence, and machine
  
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• Ads We Like: Consonant invites people to get better skin with textured OOH campaign

  05-07-2018 17:55
  Canadian skincare brand Consonant launched its third brick-and-mortar store through an out of home (OOH) campaign that utilized the rough textures of its Toronto neighborhood in a unique way.
  Consonant Skincare and agency Zulu Alpha Kilo saw an opportunity to show the residents of Toronto’s trendy West Queen West neighborhood the best way to reveal their beautiful skin, and it truly was all around them. 
  To introduce the brand to the area, Consonant took over the walls and signposts&n
  
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• Richard Shotton: The ‘safest’ ads are at greatest risk of going unnoticed

  05-07-2018 17:38
  Advertising is blighted by a certain self-absorption. I call it the Barry Manilow problem.
  To understand this issue, we need to go back to 2000 and consider a study conducted by Thomas Gilovich, a professor of psychology at Cornell University.
  Gilovich recruited 109 students to take part in an experiment and asked them to arrive promptly at his laboratory at a given time. Once assembled, they were taken in groups of five or six to a smaller room, where they were seated around a table to fill in
  
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• Diversity, inclusivity and equality, isn’t it all just about plain and simple humanity?

  05-07-2018 17:00
  Let’s be hypothetical for a moment. The year is 2005, and you’re an alien from another planet. You catch a signal. It’s a TV ad break.
  Through your extra-terrestrial television, it would appear Earth is a planet inhabited by straight, white, upper-middle class men who drive fast cars surrounded by svelte, half-naked women. There are straight, white, upper-middle class women too, but they mostly just clean, cook and look after children.
  On Earth however, it’s a different p
  
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• Microsoft, Acronym and Distilled join The Drum Search Awards USA 2018 judging panel: open for entries

  05-07-2018 16:55
  The Drum Search Awards USA are back with Microsoft, Acronym, Distilled and Credo joining the judging panel.
  These awards recognize and award the most innovative, creative and effective search campaigns and strategies across both PPC and SEO. 
  Acronym chief marketing officer, Mike Grehan said: "It’s a great opportunity to demonstrate the quality of your work to the search community and beyond (that of you and a client, usually). 
  "As well as a huge HR boost for
  
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• Dos & Don’ts of Brand Integration

  05-07-2018 16:10
  Brand integration is a long-serving component of the marketing mix, and although the curtain has never been pulled, it’s position has historically been that of an extra ‘nice to have’ rather than the lead.
  Over recent years, the spotlight on brand integration has been intensifying, cementing its position as a highly viable part of the marketing mix. An ever-expanding content universe, combined with consumer’s desires to avoid advertising has changed the industry landscape
  
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• Instagram on why brands shouldn’t see shoppable posts as a threat

  05-07-2018 15:27
  Shopping with Instagram Stories.Instagram extended its shopping function to Stories last month in a move it believes will democratise brand building and shift consumer behaviour from window shopping to purchase.
  “Previously we made it really difficult to interact. You would see something, get inspired and want to go and buy that product, but you had to go to the business profile, try to find a link and jump off to web search; it hasn’t been easy to do,” Instagram’s head
  
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• Molly Fleming: Brands must do Pride right if they truly want to support the LGBTQ+ community

  05-07-2018 15:15
  Every year around June and July the advertising world explodes with rainbows. From retail to FMCG, every brand begins sporting the multi-coloured arch to show their support for the LGBTIQ+ community and honour Pride month.
  However, this inevitably draws criticism as many companies are accused of hiding behind the rainbow and using Pride as a lazy attempt at brand purpose.
  True brand purpose is not just about ad campaigns but how companies operate. If brands are celebrating the LGBTQ+ commun
  
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• Walmart ups customer focus, Uber in merger talks: International round-up

  05-07-2018 15:08
  Uber in talks to merge with Middle Eastern rival
  Uber is in preliminary talks with Dubai-based ride-sharing business Careem as it looks to combine their services.
  According to sources, the two firms have discussed a number of potential structures, but Uber has stated it wants to own more than half of the combined company or buy Careem outright.
  While Careem operates in more than 70 cities across 10 countries, Saudi Arabia is its biggest market.
  Saudi Arabia’s sovereign wealth fund acquired
  
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• Exploring NewsPicks: Quartz buyer Uzabase's influencer-drive news app

  05-07-2018 15:00
  Uzabase recently bought six-year-old mobile-first publisher Quartz from Atlantic Media for between $75m and $110m. While the successful sale may buoy those in digital media, what are Uzabase’s credentials in news?
  The Japanese business intelligence and media company said it plans to create “a larger, more robust global business news brand” with the acquisition by combining “Quartz’s voice, editorial, advertising, and product expertise, and i
  
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• US Creative Works: featuring W+K NY, Preacher, the Brandon Agency and more

  05-07-2018 14:02
  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 wor
  
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• H&M, Tesco, Coke and Toyota called out by PrideAM for 'inauthentic' portrayals of LGBT+ people

  05-07-2018 14:02 via campaignlive.co.uk
  Brands must insist on the involvement of LGBT+ people in the creation of their campaigns if they want to create work that will ring true, a panel of industry experts has said.
  
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• Reddit says ‘brand safety isn’t an issue our customers have’ but ad buyers aren't so sure

  05-07-2018 14:00
  Reddit is on a crusade to capture advertisers’ budgets, but first of all it has to convince them that the self-proclaimed ‘front page of the internet’ is a brand-safe environment. 
  The platform’s vice-president of brand partnerships, Zubair Jandali, suggested Reddit doesn’t have a misplacement problem, so much as a perception one.
  “Brand safety is not a concern that any one of our customers has,” the ex-Google exec told The Drum.
  “It&rsqu
  
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• Channel 4's upfront is short, young and fun, and leaves tricky questions for another day

  05-07-2018 13:44 via campaignlive.co.uk
  Channel 4's new leadership has taken charge at a good time for the broadcaster, so it kept things short, young and fun at its annual pitch to advertisers.
  
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• Two-thirds of older Brits feel stereotyped in ads, and it could be due to 'the Brexit effect'

  05-07-2018 13:37
  Despite progress made by brands like Dove, Missguided and L'Oréal, two thirds of older Brits still feel as though they're stereotyped in ads, and the problem could be getting worse because of a so-called 'Brexit effect'.
  68% of those over 65 believe ads often stereotype people in their age bracket, according to research from media agency UM.
  The study, which questioned 2,000 people, found that 21% of all Brits thought perceptions of older people in the media have actually worsen
  
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• Way To Blue develops app encouraging young women into STEM industries

  05-07-2018 12:54
  Way To Blue’s digital development arm, The Project Factory, has been appointed to design an app for New South Wales Government’s Youth Employment Innovation Challenge aimed at encouraging young women into STEM industries. 
  The agency - one of 17 partners appointed - has been charged with delivering Learn Seek Match by the end of a 12-week incubation period. The free app will have a supporting web-based platform that targets teen and early twenties women who are unemployed and no
  
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• Of the official World Cup sponsors, Visa’s Ibrahimovich play runs best in the UK

  05-07-2018 12:31
  Before the kick-off of the World Cup, retired Swedish striker Zlatan Ibrahimovich teased that he will be attending the tournament to Jimmy Kimmel, this sparked speculation that he would make his national side. It turned out official sponsor Visa was taking him along for the ride as ambassador - a play that appears to have paid off in the UK.
  Kantar Millward Brown studied 12 of the most prominent World Cup campaigns that have landed in the UK so far, and found that of the official sponsors,
  
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• William Hill accused of 'hijacking' England World Cup celebrations with #ItsComingHome sponsorship

  05-07-2018 12:24 via campaignlive.co.uk
  William Hill has been accused of "hijacking" England football fans' popular "It's coming home" refrain, after sponsoring the hashtag on Twitter.
  
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• BBC leaders on corporate risk aversion, stereotypes, diversity and the age of substance

  05-07-2018 12:10 via campaignlive.co.uk
  Stereotyping in advertising and media is the result of fear and "risk-averse corporate individuals".
  
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• Business on the Move: Sol, WWF, Fentimans, and more

  05-07-2018 12:00
  Welcome to The Drum's Business on the Move column, where we collate agency account news, reviews, agency launches, rebrands and acquisitions.
  Global accounts
  Heinekenhas awarded the global advertising business for Sol to J Walter Thompson Amsterdam. The agency will develop assets for the Sol brand internationally.
  EMEA accounts
  Publicis London, Digitas and Starcom have been appointed by P&O Ferries to handle the brand's joint creative and media accounts in Europe. Digitas has
  
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• Sarah Levitt: This is the work that inspired me to join advertising

  05-07-2018 11:43 via campaignlive.co.uk
  Now's Sarah Levitt, one of the creatives identified as one of the potential next leaders of British commercial creativity and the person behind the Cannes Lion-winning "#OutOfOfOffice" campaign, picks the ads that inspired her to join advertising, and reveals where she finds her inspiration now.
  
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• AAR issues 'positive diagnosis' for new-business levels despite 9% drop in reviews

  05-07-2018 11:37 via campaignlive.co.uk
  Pitch activity is looking "more positive" after a busier Q2, according to AAR, despite a study showing a 8.9% year-on-year decline in the number of completed new business reviews in the first-half of the year.
  
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• Vodafone reaches out to LGBT+ with recruitment reforms

  05-07-2018 11:36
  Vodafone has responded to a new study indicating that 31% of LGBT+ people go ‘back in the closet’ upon starting their first job by pledging to reform its recruitment processes to draw more talent from this section of society.
  The telecoms giant was spurred into action by new research it commissioned from Out Now which showed that 58% of young LGBT+ people refuse to discuss their sexual orientation or gender identity at work for fear of discrimination.
  In response it has vowed to embr
  
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• Data management tech: when to outsource, when to buy and when to build

  05-07-2018 10:57
  The affiliate industry, by its very nature, is built on a foundation of data. One of the reasons that the industry shows significant growth on an annual basis (up 15% from 2016 to 2017 according to the latest IAB research) is the level of data and insight available on each customer journey, coupled with the assurance to brands that money is only being invested where it is most effective.
  One upshot from all of this is that publishers, agencies networks and brands are all sitting on a vast amount
  
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• Historic comms campaign celebrates 70 years of the NHS

  05-07-2018 10:33 via campaignlive.co.uk
  The biggest comms campaign in the history of the NHS will reach its peak tomorrow, when the public sector institution marks its 70th birthday.
  
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• WPP threatens to revoke £20m Sorrell payoff over MediaMonks bid

  05-07-2018 10:07
  The increasingly tetchy relationship between Sir Martin Sorrell and WPP has entered a new phrase itself as the two parties go to war in a bid for control of Dutch agency MediaMonks.
  Sorrell is currently in takeover negotiations for the company via his investment vehicle S4 Capital, in direct competition with the agency network he built, prompting WPP to warn that a £20m payoff comprising share awards is now in jeopardy unless he walks away.
  WPP issued the threat by way of its law
  
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• How the UK advertising industry 'lost touch' with the public

  05-07-2018 09:48
  The advertising industry is locked in a Thatcher-era mindset, populated by narcissistic young professionals with an obsession for individualism and power, and out of touch with target audiences, a major piece of research has found.
  The study, which could have significant implications for the future direction of advertising, compared the value systems and attitudes of advertising professionals with those of middle income people and found “fundamental psychological and behavioural difference
  
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• WPP threatens to pull Sorrell's £20m bonus if he wins MediaMonks bid

  05-07-2018 09:35 via campaignlive.co.uk
  WPP is also bidding for Dutch agency MediaMonks, pitting the group against its former chief executive, Sir Martin Sorrell.
  
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• How Budweiser, Visa and Copa90 are targeting fans with experiences in Russia

  05-07-2018 08:33 via campaignlive.co.uk
  For fans who have travelled to Russia for the World Cup, brands have been creating a buzz around the tournament with experiences filled with games and local culture. Campaign rounds up some of the top activations.
  
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• Why marketers lose influence as B2B brands grow

  05-07-2018 08:00
  Customers are obviously essential to business success and, whether business-to-business (B2B) or business-to-consumer (B2C), the process of acquiring and retaining them is undoubtedly the responsibility of the marketing department. In recent times, the focus has fallen on the ideal of ‘customer centricity’, embedding marketing deeper in the heart of business strategy.
  However the latest research by Marketing Week, in partnership with B2B agency Omobono, would suggest that as B2B busi
  
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• Did brands’ faith in artists die with Campari’s posters?

  05-07-2018 08:00
  There aren’t many brands with the legacy or kudos to open an exhibition dedicated solely to their advertising. Campari, however, has both in abundance – a history spanning more than 150 years and a body of creative work that charts the fluctuations of art itself
  It’s thanks to Davide Campari, the son of the drink’s founder, that the brand will be sitting pride of place in London’s Estorick Collection until September. One of the earliest people to fill the role
  
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• Ford is using a large AI installation to promote its new car ahead of launch

  05-07-2018 07:57 via campaignlive.co.uk
  Ford has created a large AI installation to encourage passersby to share their passions ahead of the launch of its latest Focus model.
  
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• DCMN revamps its brand identity to highlight diversity in the company

  05-07-2018 05:21
  Growth solution provider DCMN has revamped its brand identity to highlight its growth in the marketing and advertising industry.
  The new logo, according to a company statement, represents the diversity of the company, various expertise and its flexible method of working. The logo further reflects a pattern in black and white that aims to showcase how the company has come together to form something new.
  Matthias Riedl, co-founder and chief growth officer, DCMN said: “We believe that th
  
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• Flipkart denies allegations made by Marco Wagon

  05-07-2018 04:00
  Flipkart has denied the allegations made by one of its major vendors, Marco Wagon Retail, of non payment of dues and damages of around Rs. 20 crore.
  As reported by The Times of India, Marco Wagon alleged in a legal notice that it was asked by Flipkart to import Sketchers shoes from China, as the dealing would allow it to sell Sketchers products at much higher discount on the online marketplace, due to higher margins.
  The Drum spoke with a Flipkart spokespe
  
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