Marketing news

• Facebook names Mark D’Arcy head of global business marketing team and CCO

  26-07-2018 19:00
  Mark D’Arcy has been named the new leader of Facebook’s global business marketing team. As vice president of global business marketing and chief creative officer (CCO), he will be responsible for managing a global team and will oversee all marketing functions for the global business marketing organization, which includes including four regional and six centralized functions. 
  D’Arcy has been with Facebook for seven years leading the social giant’s Creative Shop and i
  
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• McDonald’s CEO: We are not trying to take the brand upmarket

  26-07-2018 18:27
  McDonald’s CEO Steve Easterbrook says the brand is not trying to go more premium despite its significant investments in quality, provenance and technology.
  Speaking on a call with analysts this afternoon (26 July) following its second quarter results, Easterbrook said there is “not a conscious effort to take the brand upmarket”, with the focus on broadening its customer base.
  McDonald’s has been rolling out its ‘experience of the future’ restaurant, which off
  
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• Mom-comedian Jenni Pulos monologues and raps about ExxonMobil fuel economy and app

  26-07-2018 18:16
  Parents devote meticulous attention to detail in keeping their family moving from breakfast, to soccer practice and every precious minute of the day. Only a carefully planned schedule with every detail accounted for ensures parents have at least a few minutes to themselves.
  To show parents how they can save time and mileage, ExxonMobil commissioned comedian and mom Jenni Pulos to share the humor in this daily time juggling act.
  Pulos, who gained fame as a producer on Bravo’s
  
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• ITV's McCall rules out challenge to CRR because it would be a 'regulatory mire'

  26-07-2018 17:58 via campaignlive.co.uk
  ITV boss Dame Carolyn McCall has ruled out a challenge to Contract Rights Renewal, the legislation that controls the way the broadcaster sells advertising, because a review would be a "regulatory mire".
  
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• Ads We Like: Star Alliance’s airport buggy chase put diversity of age in the driving seat

  26-07-2018 17:19
  The latest film for airline group Star Alliance is a fun tribute to the car races and chases of Hollywood. But it’s Atomic’s casting that elevates the spot to become a brilliant lesson in on-screen diversity.
  The ad opens with a passenger arriving late to the airport with little time to make his connecting flight. He’s greeted by an airport transport buggy – only to realise that his journey will be a hair-raising one when he straps in with a heavy-duty belt
  
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• AB InBev gets new marketing and innovation chief

  26-07-2018 16:44 via campaignlive.co.uk
  Anheuser-Busch InBev has appointed Pedro Earp to the new role of chief marketing and ZX Ventures officer in a restructure aimed at growing the influence of ZX, the brewer's incubator and venture capital fund.
  
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• OOH advertising faces its Icarus moment – here’s what it needs to do to avoid falling

  26-07-2018 16:42
  The Greeks had a word for it – hubris. Acting as if with impunity, without limits. Invariably, such behaviour is punishable by the Gods; when Icarus thought he could fly, armed with wings of just paper and wax, he flew too close to the sun, and plummeted to his doom.
  Digital media – the modern-day Icarus of our story – is at a pivotal moment. Plagued recently by challenges around quality, transparency and targeting compliance, brands and the wider industry are now beginning to
  
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• Ad agencies gave Spotify a GDPR headache, but it's now 'over the speed bump'

  26-07-2018 16:40
  Spotify doesn't see GDPR as having a long-term impact on either user growth or ad sales, saying over the past three months the implementation of the EU law has made a dent in revenues to equivalent to less than one million Euros. 
  "GDPR was an issue for a couple of weeks [after it became law] and then we were past that speed bump," the firm's chief finance officer Barry McCarty told investors during Spotify's Q2 earnings call on Thursday (26 July).
  McCarty put
  
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• Facebook CCO D'Arcy adds global business marketing to his remit

  26-07-2018 16:38 via campaignlive.co.uk
  Mark D'Arcy, vice president and chief creative officer of Facebook Creative Shop, has taken on an expanded role as VP of global business marketing.
  
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• Bad brand management has more destructive force than the Death Star

  26-07-2018 16:36
  The greatest living film critic I know is my 10-year-old son.  He cuts straight to whether he enjoyed it and couldn’t give a monkeys about artistic value. His rating of the latest run of Star Wars movies from best to worst goes The Last Jedi, The Force Awakens, Solo and then Rogue One. Mainly because of the bit with Darth Vader. So taking that to mean that Solo (the adventures of young Han Solo for those not in the know) is objectively a good film I was surprised to read tha
  
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• The industry is drowning in data but AI is its saving grace says The Trade Desk

  26-07-2018 15:45
  The scope of AI is great. Earlier this year, Google chief executive officer Sundar Pichai stated that artificial intelligence is going to have a bigger impact than many of world’s biggest innovations. The Drum spoke to The Trade Desk's UK general manager Anna Forbes on how AI is disrupting the industry and how better to utilise data and save creativity. 
  What are the top things that it will upend in the ad industry?
  Artificial intelligence (AI) is already
  
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• ‘Brands risk neglecting the big idea amid media fragmentation’

  26-07-2018 15:22
  Client-side in the 1970s, we were called product managers, not brand managers, and the agencies understood the brand better than we did. Over 40 years, the agency service has fragmented. The biggest shift in that was the splitting off of media into media agencies. That was driven very substantially by clients wanting to pay less – a progressive trend over time.
  An underlying trend is that clients have been unwilling to pay for any talent other than creative executional talent within creat
  
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• Alibaba’s CMO on why marketers cannot ‘lag behind reality’

  26-07-2018 15:15
  As the CMO of a $40bn business, Chris Tung is not prepared to let his team drop off the pace. Responsible for an ecosystem of brands spanning ecommerce, payments, social media, cloud computing and marketing tech, Tung is clear that his marketers must embrace the opportunities of data-driven marketing or risk being left behind.
  “I find it actually takes time because there’s a legacy for companies who have been doing marketing the same conventional way for more than 50 years. You unde
  
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• 'Titans of TMT' raise £12.5m for NSPCC and Childline

  26-07-2018 15:04 via campaignlive.co.uk
  Claire Enders has described UK media industry leaders as "titans of TMT" for raising £12.5m for NSPCC and its helpline Childline over the last decade.
  
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• LDNR vs LNDR: Nike’s Nothing Beats a Londoner loses trademark battle with LNDR

  26-07-2018 15:04
  Nike has lost a trademark dispute with women's sportswear brand LNDR in a legal dispute focused on its distinctive 'Nothing Beats a Londoner' campaign.
  Nike removed the creative from its YouTube channel in March amid the initial legal complaint, which stated the global sports brand's use of 'LDNR' breached the LNDR trademark.
  London-based LNDR was concerned Nike's LDNR hit too close to home and infringed on its branding.
  The Intellectual Property Enterprise yesterday (25 July) favoured
  
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• Stubbly legs and underarms 'make TV debut' for women's shaving challenger brand

  26-07-2018 14:30 via campaignlive.co.uk
  Friction Free Shaving, a British shaving subscription start-up, is claiming to be the first razor brand in the world to put "real" leg-shaving in a TV ad.
  
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• Creative Director's Choice: Legwork's Aaron Ray on the animation that led to the iMac's resurgence

  26-07-2018 14:05
  Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.
  This week, Aaron Ray, founder and creative director at Legwork, talks about the resurgence of the iMac Pro and the six films that helped inspire creativity.
  Show me entity :: 21735
  Designers have a long history with Apple. Chalk it up to their early advancements in desktop pub
  
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• Imax CEO demands 'stronger' marketing leading to biggest campaign to date

  26-07-2018 13:43
  When Imax was founded 50 years ago it didn't have to compete with Amazon or Netflix for eyeballs. Now, the brand wants to make its marketing "stronger" than ever with the launch of its biggest campaign to date, extolling the benefits of the immersive movie-going experience.
  "Our objective isn't to be clever, but to be really, really clear," Imax's global chief marketing officer JL Pomeroy told The Drum, outlining the vision for its fresh 'Film to the Fullest' campaign.
  It comes following co
  
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• Find out who made it into The Drum's 50 Under 30 UK

  26-07-2018 13:00
  Every lunchtime this week, The Drum will be publishing profiles of some of the highest achieving women making their mark in digital before the age of 30. Make sure you don't miss out by signing up to our newsletter.
  The Drum's 50 Under 30 UK showcases women who have broken the mould before the age of 30. Based on nominations from our readers and curated with the help of panel of industry experts, the list sets out to celebrate female digital talent in the industry, highlighting their career
  
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• AB InBev brings together marketing and innovation in new global CMO role

  26-07-2018 12:19
  AB InBev is bringing together marketing and its ZX Ventures venture capital fund under a new global CMO role as it looks to roll out innovations more quickly and stay on top of consumer trends.
  The shake-up means Pedro Earp, currently chief disruptive growth officer, will now hold the dual role of chief marketing and ZX Ventures officer. Miguel Patricio, previously CMO, will assume a new role overseeing global marketing projects, reporting into CEO Carlos Brito.
  ZX Ventures will continue to be
  
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• How Budweiser won the World Cup for brands on Twitter

  26-07-2018 12:13 via campaignlive.co.uk
  Budweiser got more mentions that any other brand during this summer's football extravaganza by taking a meticulous approach to understanding the passion points of fans, its vice-president of global marketing has said.
  
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• If you don’t know me by now - the empathetic future of personalisation

  26-07-2018 12:11
  Remember the film, Groundhog Day? Bill Murray has to live the same day over and over again. Except the day is never exactly the same. Every time Phil the weatherman wakes up to the strains of Sonny & Cher’s greatest hit, he is able to subtly change things; accumulating more and more information about the people around him so he can make their lives better as well as his own.
  You can see where we’re going with this, right?
  At its heart, personalisation is about delivering a differ
  
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• Business on the Move: TenPin, Bayer, Condeco, and more

  26-07-2018 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 wins
  Animal health brand Bayer has awarded its Companion Animal global account to a combined Proximity and BBDO pitch. The selection, following a competitive review, will see an integrated team based in Dusseldorf handle brands such as Seresto, Advantix, Advantage and Drontal.
  Workspace management company Condeco has appointed Gyro London as it
  
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• Manifesto partners Notbinary to target public sector with combined digital offering

  26-07-2018 11:56
  Digital experience agency Manifesto and digital transformation experts Notbinary have announced a new business partnership to blend their specialist skills.
  The partnership will combine Manifesto’s front-end digital expertise, including service design, user experience, content management and marketing automation with Notbinary’s digital transformation consultancy including data analysis, business process automation, software and product development.
  As part of G-Cloud 10, the Governm
  
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• After decades of inching towards the creative edge, Levi’s is basking in the mainstream

  26-07-2018 11:40
  The story of the Levi’s brand contains none of the perilous drama featured in the movies of its homeland. It’s a chapter straight out of the American Dream storybook: a German immigrant moves to New York, heads west amid the Gold Rush, sets up a dry goods store, experiments with rivets in jeans with a Latvian tailor and patents the blue jean on 20 May 1873.
  From then on in, the brand of Levi Strauss & Co found itself zipped into each and every stylised moment of modern Americana.
  
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• A new dawn for programmatic display in a post-GDPR World

  26-07-2018 11:33
  25 May 2018, the date the General Data Protection Regulation came into force, has quietly slipped into the ether of the past. The legal industry are smiling at their healthy bank balances and naming newly acquired Swiss chalets ‘GDPR’; small businesses who firmly believed the first knock at the door on 26 May would be from data protection bailiffs demanding the highest of 4% of their turnover or €20m are feeling less anxious; and the promised Armage
  
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• Why Monocle shuns social media in favour of going swimming with its readers

  26-07-2018 11:21
  As media strategies go, declaring “we do no social media whatsoever” is about as unorthodox as, say, taking your readers for staff-accompanied swimming in the waters of Lake Zürich.
  But both these approaches are part of the business model at Monocle. The London-based global affairs magazine and radio brand has never been afraid of defying the media orthodoxy during an 11-year history in which it has cleverly danced around the fallout from the digital revolution.
  Last month it ho
  
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• AB InBev overhauls marketing division, brings in new CMO

  26-07-2018 11:18
  Anheuser-Busch InBev has a new marketing chief in Pedro Earp, supplanting incumbent Miguel Patricio, as part of an overhaul of its marketing division. 
  Earp was head of the brewer’s global innovation unit, ZX Ventures, and will retain those responsibilities as well as that come with the chief marketing officer role.
  Patricio has been moved to a newly created role involving oversight of global marketing projects.  
  This will guarantee continuity at the top of ZX Ventures, whi
  
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• Yext hands businesses full control over their data with Amazon Alexa partnership

  26-07-2018 10:43
  Yext, the knowledge engine, has announced it is partnering with Amazon Alexa to enable businesses to channel digital information directly to the virtual assistant.
  The direct line will ensure that consumers will be presented with up-to-date locations, hours of operation and service range straight from the horse’s mouth – thus curtailing the propagation of incorrect information.
  Howard Lerman, founder and CEO of Yext remarked: “Today is a quantum leap forward in Yext's
  
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• Wowcher floods summer schedules with 15 TV spots

  26-07-2018 10:18
  Wowcher has fired the starting gun on its summer campaign with the production of 15 TV commercials to showcase the breadth of products available to buy via the ecommerce marketplace.
  TV spots ranging from a snappy 11 seconds up to 30 seconds will showcase its full panoply of items and experiences ranging from waxing treatments to beach holidays and trampolines in a succession of films.
  Unified under the ‘Things That Make You Go Wow’ banner the budget conscious campaign has been deliv
  
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• Sky reveals 29% annual rise in AdSmart revenues

  26-07-2018 10:11 via campaignlive.co.uk
  Sky has credited a 29% year-on-year rise in revenues for its targeted advertising platform AdSmart for driving overall UK and Ireland ad revenue growth of 6%.
  
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• Facebook shares plunge amid first decline in European daily active users

  26-07-2018 08:31 via campaignlive.co.uk
  Facebook sought to blame GDPR as it revealed its daily active users in Europe declined for the first time in nine years and it disappointed investors with lower-than-expected growth.
  
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• Fairfax Media and Nine Entertainment to merge by the end of 2018 and form a new company

  26-07-2018 05:02
  Australian media companies Fairfax Media and Nine Entertainment will merge at the end of 2018 to form a new company called Nine, subject to regulatory clearance.
  Nine will include a free-to-air television network, Fairfax's newspapers The Sydney Morning Herald (SMH) and The Age, property listings portal Domain, subscription video platform Stan and 9Now, and Fairfax's radio assets.
  According to SMH, both companies are hoping that the merger will deliver annualised cost savings of a
  
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• Meet The Drum DTA APAC 2018 judges: Dentsu, Fox Sports, McDonald's, GroupM

  26-07-2018 02:00
  The Drum Digital Trading Awards APAC are back for 2018 giving recognition to those who make the client’s life easier and their programmatic media buying more efficient. Meet eight of our stellar judges for 2018.
  Sonal Patel, president of programmatic services, Asia Pacific, Dentsu Aegis Network
  Show me entity :: 21686
  Patel is president of programmatic services at Dentsu Aegis Network Asia Pacific, responsible for developing a strategic-products roadmap and a distinct, articulate
  
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• Email still public's preferred marketing channel, even after GDPR

  26-07-2018 01:08
  The public still favours email as the primary marketing channel for brands to contact them, even after all the bad press the platform got during the GDPR implementation, according to research from the DMA.
  In an online survey of 2,016 people from the marketing trade association, 73% said email is their preferred marketing channel, trumping eight other channels including social media, text message, online (ie web banners), face-to-face, messenger apps like Facebook Messenger and phones.
  
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• Advertising Association appoints Unilever’s Keith Weed as president

  26-07-2018 01:01
  The Advertising Association (AA) has named Unilever marketing chief Keith Weed as its new president.
  Weed, who will take over from former Camelot CEO, now the boss of Travelopia, Andy Duncan from September, will help to guide the strategic direction of the AA. Over the the coming year that will include ongoing work with the government and small and medium-sized businesses, as well as rebuilding public trust in advertising.
  He will also work closely with chairman James Murphy of adam&eve DDB
  
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• Unilever’s crusading CMO Keith Weed becomes Ad Association president

  26-07-2018 01:00
  The Advertising Association (AA) has secured Keith Weed, Unilever CMO, as its president. He will help guide the body in its mission to champion the UK ad industry.
  Weed, whose current mission sees him pitted against influencer fraud, replaces Andy Duncan, chief executive of Travelopia, whose stint is coming to a close. He will lead the body chairman, James Murphy of adam&eveDDB, and chief executive, Stephen Woodford.
  With Brexit shaping much of the discourse around the UK ad indust
  
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