Marketing news

• R/GA diversity head Carl Desir: ‘The train’s built, I’m here to help drive it to its destination’

  01-08-2018 23:00
  R/GA has appointed Carl Desir, former vice president of talent initiatives from the 4As, as its first diversity and inclusion director.
  Desir, who helped run the group of pipeline initiatives that includes the 45-year-old Multicultural Advertising Intern Program (MAIP), the industry’s two designated high schools MECA and IAM, and the 4As foundation has now been given global responsibility by the IPG agency to oversee and streamline the agencies inclusion practices, and weave them throughou
  
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• CTT and OTV are driving ad viewability rates up to 92%, study uncovers

  01-08-2018 20:32
  Video completion rates have hit 92% for those who watch content via OTT and connected TV, a study from Extreme Reach revealed.
  In a recent analysis of data on click-through, completion and viewability rates as well as bot traffic and time spent by device used (ie, desktop, mobile, tablet and CTV), results showcased what may be a growing opportunity of advertising on CTV/OTT (over the top) platforms.
  Premium publishers especially have outperformed media aggregators through this research. That 92%
  
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• WhatsApp introduces three ways to connect with businesses in order to monetize the chat app

  01-08-2018 20:14
  The Facebook earnings slump was a big hit to the social network, but the company’s global chat app, WhatsApp is now being monetized with three ways to connect businesses.
  In a WhatsApp blog, the company stated that it is introducing tools to help people and businesses communicate with each other. Following the launch of the WhatsApp Business app, the blog stated that the company had heard from people that they find it easier to chat with a business team rather than connecting through calls
  
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• US Creative Work of the Week: Shutterstock poster campaign goes beyond the photo

  01-08-2018 19:37
  Some see stock photography as a necessity in the creative process. Others see it as a starting point for greater work. That’s the concept behind a Shutterstock print campaign by Cazar DDB in the Dominican Republic.
  The campaign is designed to help creatives realize that they can go beyond the original photo.
  In a series of three posters, a stock photo is the catalyst for an entire scene, which is sketched out around the original image. The Shutterstock crosshairs are st
  
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• Argonaut takes on the cereal aisle as new AOR for Honey Bunches of Oats

  01-08-2018 18:54
  Argonaut has been named creative and social agency of record for Post Cereal’s Honey Bunches of Oats, following a competitive review.
  One of the top-selling cereals in America, the brand has spent nearly $30m for media buys and has been claimed as the #3 cereal for families and number-one amongst Hispanics. HBO’s annual reported media spend is approximately $30m dollars.
  The review came in the wake of brand spokesperson (and Post factory worker) Diana Hunter retiring, with the c
  
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• Peloton motivates people to ride past their own expectations

  01-08-2018 18:06
  Peloton has revived the home stationary bike craze by adding on-screen classes, and it continues to motivate those who want to work out on their time with a new spot from Mekanism.
  The spot, titled ‘Onto the Next,’ is an ode to those who want to be challenged. In the spot, all types of people in all sorts of homes are seen getting on their Peloton cycle, working out as Jay Z’s On to the Next One thumps in rhythm. A voice-over says, “Maybe I’m a division one athlete,
  
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• House of Fraser cash injection from Chinese backer falls through but ad review to go ahead

  01-08-2018 17:56
  House of Fraser’s (HoF) promised £70m cash injection from Chinese conglomerate C.banner has fallen through, putting the brand in a precarious position after it was forced to enter a company voluntary arrangement (CVA).  
  The much-needed funds were promised on the condition that as part of the CVA the retailer would slash 6,000 jobs, close 31 of its 59 stores and reduce rent on 10 that would remain open; but a consortium of landlords protested the rent reductions,
  
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• UK Top Shazamed ads: BT Plus, ITV, O2 and Pretty Little Thing

  01-08-2018 17:30
  In this week's chart, BT Plus makes it back up to third place thanks to New Order's track Blue Monday and AMV BBDO, the creative team behind the ad.
  The ad follows one person who is listening to the track on her laptop, however, when she shuts her laptop, the music continues.
  The Drum's Shazam chart tracks the number of times each ad has been Shazamed over the past week using the music identification app.
  Last week's tenth place, ITV's Vanity Fair, has now made it up up two positi
  
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• Rajar Q2 2018: Largest commercial stations buck downward listening trend

  01-08-2018 16:29 via campaignlive.co.uk
  Four of the five most popular commercial radio stations nationally grew their audiences in the last quarter, despite overall radio listening taking a downward turn.
  
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• David&Goliath named AOR for Chicken of the Sea

  01-08-2018 16:01
  Los Angeles-based indie creative agency David&Goliath (D&G) has been named agency of record (AOR) for tuna brand Chicken of the Sea International. The agency will be tasked with helping to reintroduce and revitalize the long-standing seafood brand to US consumers.
  The scope of work includes strategy and creative, in addition to media planning and buying, which will be handled in partnership with Canvas Worldwide.
  “The Chicken of the Sea brand comes from a rich heritage of challengi
  
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• River Island hopes renewed customer experience focus can help it see off digital rivals

  01-08-2018 15:47
  River Island has been a core part of the British high street for the last 30 years. And yet its roots date back even further than that; to the 1940s, when founder Bernard Lewis decided to start selling more than just fruit, veg and knitting wool from a bombed-out site in the east end of London.
  From Lewis Separates to Chelsea Girl to River Island, the fashion brand, in all its iterations has survived for eight decades in an ever-changing retail landscape.
  But as the UK retail sector undergoes o
  
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• Meet The Drum Experience Awards 2018 judges: Hearst, Benefit Cosmetics, Identity, Wonder London, The Current Collective

  01-08-2018 15:15
  The Drum Experience Awards, formerly The Drum UK Event Awards, are on a mission to remind the world of the power of this growing sector, as well as recognising the very best in the business.
  To do this, we need a top of the line judging panel to debate and determine who will win.
  Following are five of our stellar list of 2018 judges:
  Damian Clarke, chief executive officer, The Current Collective 
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  Clarke has worked in brand experience and live communications for over 20 years
  
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• Jaguar Land Rover-backed car rental brand Liquid signals debut marketing push

  01-08-2018 14:55 via campaignlive.co.uk
  Liquid, a new Jaguar Land Rover-backed car rental brand that claims to have "reimagined" the sector, is reviewing its advertising requirements ahead of a possible marketing assault.
  
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• Despite Apple’s game-changing ITP update, Criteo's revenues have dipped just 1% year-on-year

  01-08-2018 14:52
  However, less than a year after the Criteo was forced to rethink its business after Apple launched a pivotal privacy update, revenues are holding relatively steady.
  The French company posted a more tempered set of results for the second quarter of the year.  Turnover clocked in at $537m between April and June, a year-on-year decrease of 1% against 2017’s $542m and a 5% slide on the $564m it reported in the first three months of 2018.
  Despite the dip though, and some "he
  
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• Inside AT&T’s media ambitions

  01-08-2018 14:16
  AT&T’s purchase of AppNexus has been perceived as a landmark development for the adtech sector, and widely interpreted as a precursor to a sustained assault on the duopoly’s dominance of digital ad spend.
  In its latest earnings call, AT&T revealed that revenue for its advertising and analytics unit, which includes the AdWorks addressable TV group, grew 16% quarter on quarter to generate revenues of $1.8bn – a figure that puts it on a par with Amazon’s much heralde
  
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• Goodstuff hires Agenda21 founder Suckley as digital partner

  01-08-2018 14:16 via campaignlive.co.uk
  Goodstuff has recruited Nick Suckley, the Agenda21 founder and digital media veteran, to join the agency as digital partner.
  
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• Campaign podcast: Y&R London's Burley and Lawson on chemistry and reviving an agency

  01-08-2018 14:10 via campaignlive.co.uk
  Y&R London's Jon Burley and Paul Lawson discuss their relationship and how to breathe life back into a tired agency brand.
  
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• US Creative Works: featuring KBS, BBDO, Pereira O'Dell and more

  01-08-2018 14:00
  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 global 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 sub
  
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• How Nasa is reshaping video, influencers and taking on the world

  01-08-2018 14:00
  Nasa is on a mission. The US Government owned corporation’s social media team is trying to find new ways of reaching new audiences who want to discover science, technology and space travel. 
  At one time, the only way you found out about any of this was to either open a book or turn on the TV. Now live streams of blood moons, 360° videos of rocket launches and wall to wall coverage of solar eclipses on social feeds are a common occurrence.
  Streaming into the future
  For Nasa’s
  
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• DesignStudio Sydney unveil new Stake app

  01-08-2018 12:27
  DesignStudio Sydney has unveiled its rebrand of the trading platform Stake, as the company aims to expand into the Australian market.
  Stake is a trading platform that aims to help customer world-wide gain access to the lucrative US market by cutting out the middleman, allowing investors to buy and sell more than 3,000 shares directly for $0 brokerage.
  The agency redesigned the Stake app with the aim of  consolidating on Stake’s ambition to unlock the barriers to trading and investing
  
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• The secret to brand success with voice? Look no further than Batman's butler Alfred

  01-08-2018 11:55 via campaignlive.co.uk
  Brands have been advised to serve consumers in the manner of a "utopian personal butler" in IAB UK's first major study into voice technology.
  
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• Grey Goose partners Film4 for behind the scenes talks with Star Wars set designer Stella Fox

  01-08-2018 11:53 via campaignlive.co.uk
  Grey Goose, the Bacardi-owned vodka brand, is partnering with Film4's Somerset House summer screenings to host a series of talks.
  
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• Google broadens search scope with FAQ, Q&A and ‘How to’ results

  01-08-2018 11:41
  Google’s ubiquitous search engine will benefit from a new bag of tricks after the internet giant unveiled plans to augment the current news, video, image and map results with FAQ, Q&A and ‘how to’ results to highlight popular content.
  The added verticals will be prominently positioned to command the full screen on mobile, a far cry from the abbreviated snippets of the existing mechanism, with expandable drop-down answers populating FAQ results and multiple carousel answers
  
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• Poor uptake of the IAB Gold Standard is a sad indictment of our media agencies

  01-08-2018 11:40
  Quick quiz for you: how many column inches – in The Drum and beyond – have been devoted to talk of negative online advertising, ad safety, fraud and so on? Ok, bad news is I don’t have an answer for you, but I’m going to guess at hundreds of thousands. Millions probably.
  You’d think in all that time someone would have come up with a way to address these problems and try to create a more open, honest and trusted environment in which brands could advertise online, con
  
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• BT Sport unleashes super-charged schoolgirl to nutmeg and tackle its sports stars

  01-08-2018 11:38
  BT Sport has rolled out a new marketing campaign to attract sports fan to the full breadth of its offering. To do so, it enlisted tenacious schoolgirl Charlotte to pummel her way through a series of top stars, designed to show how live sport can spark the imagination.
  In this spirit, during her school day Charlotte's imagination runs wild as she shellshocks Gareth Bale, Jesse Lingard, Steph Houghton, Sam Warburton, Johanna Konta, Cal Crutchlow, Billy Joe Saunders. BT Sport pundits Frank Lampard,
  
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• Kenco picks Karmarama as lead creative agency

  01-08-2018 11:37 via campaignlive.co.uk
  Kenco coffee brand has chosen Karmarama as its lead creative agency following a competitive pitch for the £10m account.
  
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• Ex-employees launch minority oppression case against WPP in Singapore

  01-08-2018 11:25
  A lawsuit has been launched against WPP in Singapore’s Supreme Court by the minority shareholders of the now-defunct Yolk Pte Ltd, an agency acquired by the network in December 2010. The case commenced yesterday (31 July), The Drum understands.
  This minority oppression supreme court trial involves the senior management of Grey Group which absorbed Yolk. The issue came to a head in August 2016 after the minority shareholders issued an internal complaint to WPP about the ‘minority
  
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• FT's audience tool Map wants to help clients understand readers across print, online and app

  01-08-2018 11:16
  The Financial Times has unveiled a new feature for advertisers – multi-platform audience planning (Map), which lets buyers access audience projections and analytics across the title's print offering, website and app.
  The media owner has touted the platform as a "first-of-its-kind", saying it will give clients a holistic view of audiences, no matter where they are reading.
  The product was created to help advertisers understand the reach of their work across varying platforms, acco
  
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• Actress Maisie Williams' new social media app could help agencies find creative talent

  01-08-2018 10:29 via campaignlive.co.uk
  Game of Thrones star Maisie Williams has launched a social media app to help people break into the creative industries.
  
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• Shell confirms ‘Agency of the Future’ roster and MediaCom appointment

  01-08-2018 10:02
  Shell has now confirmed its new agency roster for its Shell Retail and Shell Global Commercial (Lubricants) arms, as originally reported originally by The Drum last month.
  As expected the creative agencies include Doremus, Edelman, Geometry, H+K Strategies, Mirum, VCCP, VCCP Retail and Wunderman while MediaCom has been handed the global media planning and buying account.
  From 1 September, the roster will be tasked with enhancing the global brand and marketing voice under the project name ‘
  
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• First Lady, Mr President’s new Stockholm sister agency working with Greenpeace

  01-08-2018 10:00
  First Lady, the creative innovation agency based in Stockholm and backed by Mr President, is working with Greenpeace as one of its inaugural clients. 
  Founded by Thea Hamrén and Emil Rydberg, it is also understood to be working with a fintech bank that is set to launch in the new year. 
  Mr President, the much lauded London-agency has taken an equity stake in the business in order that it can produce Creative tech and innovation capabilities. 
  The structure of First Lady wil
  
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• Ikea celebrates 75 years with US game experience

  01-08-2018 09:25 via campaignlive.co.uk
  Ikea is marking 75 years in the US with a game testing visitors' knowledge on its products.
  
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• Godrej requests parents to allow their kids to play outside during monsoons

  01-08-2018 09:24
  Indian consumer brand Godrej is urging parents to allow their kids to enjoy monsoons by conducting a social experiment while promoting its hygiene brand Protekt.
  The campaign, titled #ProtekTheJoy and created by Creativeland Asia, features children complaining about how their parents don't let them play, dance and float paper boats outside during monsoons. The kids are then shown videos featuring their parents, where their parents are talking about how they enjoyed monsoons by playing
  
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• A morning at the Brixton Finishing School, where underprivileged digital talent spurns cynicism

  01-08-2018 08:30
  Three years ago, a young girl arrived at Ally Owen’s desk for work experience. Priscilla had been studying marketing through an NVQ scheme and was placed with Owen through a pre-apprenticeship provider. She was uneasy in an office environment and felt so uncomfortable that she attempted to eat a bowl of crunchy cereal without making a noise, but she would only be there for a month before moving on.
  Owen, who witnessed Priscilla’s slow, silent cereal chew, was astounded by n
  
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• Missguided’s Kenyatte Nelson: The job of marketing hasn’t changed, it is dangerous to think it has

  01-08-2018 08:00
  Keeping things “stupidly simple” and refusing to over-complicate them is the secret to marketing success for Missguided’s new chief customer officer Kenyatte Nelson.
  “Human beings – what drives them fundamentally in terms of hopes, dreams, desires, wanting this and that, and wanting to be accepted – have been the same for millennia,” he says.
  “For me the job hasn’t changed and it’s dangerous to think it has. Where we communicate w
  
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• Do media owners have a duty of care to consumers over issues such as body image?

  01-08-2018 07:47 via campaignlive.co.uk
  ITV has found itself under fire over the number of cosmetic surgery and dieting ads screened alongside hit reality show Love Island.
  
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• Odisha government unveils 'Heartbeats for Hockey' campaign ahead of the hockey men's world cup

  01-08-2018 07:13
  Odisha government has unveiled a campaign to urge people to back hockey ahead of the Odisha hockey men's world cup Bhubaneswar which takes place in November - December this year.
  The campaign titled 'Heartbeats for Hockey' aims to woo people to support hockey through music, entertainment, fashion, sport and panel discussions. The digital campaign stars the national hockey team urging people to pledge their support for the game, saying: “My heart beats for hockey, does yours?”
  The gov
  
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• Will 2020 be the year when programmatic grows up?

  01-08-2018 03:00
  The programmatic industry has already witnessed a major shift, as mobile has come to dominate browsing habits and the lines between brand information and consumer continue to blur. In its infancy, programmatic was used for monetising long-tail display inventory. Having turned 10 in 2017, the technology is now in its adolescence, changing the face of marketing and making huge strides as one of the key tools to reach consumers in a more meaningful way.
  The success of automated media buying is spea
  
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• Making B2B video content work: marketers from Linkedln, Dailymotion and The Smalls share best practices

  01-08-2018 03:00
  More B2B brands are using video to achieve various objectives; from building brand awareness, to product and service promotion, boosting conversions and lead generation.
  According to a poll by LinkedIn, 62% of B2B marketers believe that video should be the primary platform of any creators.
  Delving deeper into what types of video that work best for different B2B marketing objectives, Assaf Tarnopolsky, director of marketing solutions for Southeast Asia, North Asia and Japan at LinkedIn tells The
  
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• VW given the red light over ads that ‘encourage irresponsible driving’

  01-08-2018 01:01
  Volkswagen has had two TV ads banned by the ad regulator for “encouraging irresponsible driving”.
  The ads for the Volkswagen Polo – the second of which was a shortened sequence of the first – were intended to highlight how the car’s safety systems could help drivers manage certain hazards in a “safe and responsible” way.
  To do this, Volkswagen depicted a boy at various stages in his life having accidents on bikes and small vehicles and being rescued by
  
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• Volkswagen's story of a clumsy son and nervous father banned for encouraging dangerous driving

  01-08-2018 01:00
  Volkswagen has been given a slap on the wrists and a ban from the Advertising Standards Authority (ASA) over a Polo ad which the regulator said "encouraged "irresponsible driving".
  Six members of the public said the car marque had encouraged dangerous driving by exaggerating the benefit of the vehicle’s safety features, and the regulator agreed.
  The cinematic spot (above) tells the story of an accident-prone son and his long-suffering father who was constantly having to rescue him from tri
  
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