Marketing news

• Ad spending hasn’t been able to keep up with rise of connected TV, study reveals

  16-08-2018 22:51
  Roughly 55% of the US population will have access to a connected TV this year, a forecast from eMarketer predicted.
  That finding, which sees that an estimated 182.7 million Americans are connected TV users, is a predicted 8.6% rise from 2017’s total. The forecast expects a total of 204.1 million users by 2022, about 60.1% of the US population. When adjusted for how many households have a device, this marks 71.6% of American homes, or 88.7 million households in the next five years.
  This ris
  
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• ESPN and Marvel team up for 2018 College Football Playoff comic covers

  16-08-2018 20:00
  The college football season is nearly underway, and a new batch of comics is setting the tone for epic showdowns on the gridiron and on TV.
  Four new comic covers by Marvel have been released to promote marquee matchups over Labor Day weekend on ESPN and a new season of the College Football Playoff era. But rather than super heroes, ESPN and Marvel have unveiled the covers that feature school mascots facing off over Labor Day weekend. This is the fifth consecutive year that ESPN and Marvel h
  
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• La Liga 'steals a march on the Premier League' in new North American expansion

  16-08-2018 19:12
  La Liga has announced a first-of-kind, 15-year joint venture with Relevent, a multinational media, sports, and entertainment group to promote the Spanish soccer league on American soil.
  Among the terms worked out between parties: a plan to bring a regular-season La Liga match to the United States for the first time, the formation of La Liga North America to “work to cultivate soccer culture in the US and Canada” through usage of the leagues teams like Real Madrid, FC Barcelona and ot
  
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• Stare-down world leaders with United Nations' 3D selfie petition

  16-08-2018 18:53 via campaignlive.com
  The technology, by VML, m ss ng p eces and Standard Transmission, was created to curb the deaths of innocent civilians and aid workers in conflict zones.
  
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• Delta enlists mom lookalikes to urge daughters and sons to visit their mothers

  16-08-2018 18:36
  Delta Air Lines is dressing up a bunch of strangers in identical outfits in order to urge adult children living in Seattle to visit their mothers. The carrier is doing this to take advantage of its growing global Seattle network.
  The campaign, created with Wieden+Kennedy New York, features personal, heartfelt messages from real moms of Seattleites that remind their children to come visit: “Hey babe, visit soon! Love, Mom” and “Stu, I’ll always be here for you. Waitin
  
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• Sports marketing agency rEvolution acquires sports marketing agency Revolution

  16-08-2018 17:35
  Revolution has been snapped up by rEvolution in what may be one of the most obvious acquisitions to grace the sports marketing industry.
  Global integrated sports marketing agency rEvolution is headquartered in Chicago and has spread through the US, with an office in London. It has snapped up London-based Revolution Sports Marketing Group for an undisclosed fee.
  With the acquisition, it gains a foothold in the UK market with clients spanning golf, equestrian, tennis, motor sports and rugby. It bo
  
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• Facebook reinstates Crimson Hexagon after suspension, full review of data policy breach

  16-08-2018 17:22
  Facebook has reinstated Crimson Hexagon after what was nearly a month-long suspension and investigation into a reported breach of its data policies.
  Last month, it was alleged that Crimson Hexagon had secured contracts with Russian non-profits tied to the Kremlin. The social network, still reeling from Cambridge Analytica fallout, responded with a suspension of the Boston-based analytics company’s access to Instagram and Facebook.
  In a blog post from Cambridge once the suspension lifted, C
  
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• The worst and best of James Corden in advertising

  16-08-2018 17:17 via campaignlive.co.uk
  As James Corden's relationship with price comparison site Confused.com comes to an end, Campaign takes a look back at the comedian's many and varied ad appearances over the last two decades.
  
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• The worst and best of James Corden

  16-08-2018 17:17 via campaignlive.co.uk
  As James Corden's relationship with price comparison site Confused.com comes to an end, Campaign takes a look back at the comedian's many and varied ad appearances over the last two decades.
  
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• Creative Director’s Choice: Rachna Dhall from Iris Amsterdam talks up Budweiser’s ‘Tagwords’

  16-08-2018 16:47
  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, Iris Amsterdam creative director Rachna Dhall states why Budweiser’s inventive way of promoting the search of iconic names with its brand, 'Tagwords', is a standout campaign.Rachna Dhall, CD Iris Amsterdam
   
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  I didn’t choose this
  
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• The story behind the social media campaign for Dutch violinist and conductor André Rieu 'Amore'

  16-08-2018 16:41
  As The King Of Waltz, André Rieu - the famous Dutch conductor - makes event cinema history this summer with a record breaking £1.66 Million take at the UK & Ireland Box office,  Influence Digital explains how their social media campaign helped foster the deep connection and sense of community felt between André and his legion of online superfans.
  Campaign
  Working in collaboration with Piece of Magic Entertainment, Influence Digital were
  
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• James Corden makes way as Confused.com advertising returns to 'tackling confusion'

  16-08-2018 15:59 via campaignlive.co.uk
  Confused.com is launching a new campaign and positioning that chief marketing officer Sam Day said aims to resurrect the founding mission of the price comparison site.
  
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• More hands-on and faster-paced: Why young marketers are turning to sectors other than FMCG

  16-08-2018 15:48
  FMCG has always been thought of as the number one training ground for anyone looking for a solid start to career in marketing. However, as the world becomes more global and fast-paced does FMCG still provide the best place for marketeers to learn?
  No one is denying FMCG has a great deal to offer young marketers, but are there other sectors that can offer a different type of experience and additional skills? Tech, telecoms and finance are just some of the industries that have been heralded
  
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• The new demands on creative content in 2018

  16-08-2018 15:09
  There seems to have been a distinctive boost in the quality of large-scale content marketing pieces this year. You’ll know the ones I’m taking about. Those visually beautiful, yet clearly complex-to-build ‘landing page experiences’. They always seem to crop up at awards. Big projects that tend to be built by big in-house teams with even bigger budgets.
  And I’m not ashamed to confess that for some of us there's a tendency to collectively ‘fanboy’ over oth
  
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• How Yamaha used brick & mortar retail to reposition Yamaha Music

  16-08-2018 15:05
  You can lead a horse to water, but you can’t make it drink! Or can you?  Now I’m not insinuating that humans are like horses, but retail marketing is a bit like the wild west.  For example, I go online to shop, look at where to eat, maybe I want to go to the cinema, but I’m immediately chased around and held hostage by ads for products I may have just browsed the week before and then the perfect shot – a 20% discount if I buy it now.
  But does it make me purchase
  
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• ABCs: free Metro only anomaly in fifth consecutive month of UK newspaper print decline

  16-08-2018 14:41
  All of the UK’s largest paid-for newspapers suffered a circulation decline as newsprint enters the fifth consecutive month of across the board erosion.
  In July, DMG Media’s The Metro, freely distributed to the public, was the only title to report a growth in print distribution. London Evening Standard remained the second-most distributed free title on the market down 1.16% to 889k. Finally, City AM was down 5.4% to 85.9k.
  The Sun retained the highest paid for circulation of 1.4m
  
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• TI Media and Hearst suffer biggest declines as women's mags tumble once again

  16-08-2018 14:18 via campaignlive.co.uk
  TI Media suffered the biggest circulation drop of the UK's leading magazine publishers for the second six-month period in a row, the latest ABC figures show.
  
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• Renault marries German consistency with French creativity as the brand ‘grows up’

  16-08-2018 14:16
  Renault is going through that awkward transition from teenager to adult. While it had a clear positioning as a French brand in the 1990s and early 2000s, this has become more muddled as it looks to “grow up” and become a more global brand.
  For the last two-and-a-half years it has been the job of Bastien Schupp, vice president of brand strategy and marketing communications, to steer the French car manufacturer away from almost 120 years of ‘Frenchness’. That doesn’t
  
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• Government launches investigation into influencer marketing

  16-08-2018 14:08
  The Competition and Markets Authority (CMA) has launched an investigation into influencer marketing, specifically looking at the problem of social stars failing to disclose brand deals.
  As part of its investigation, the CMA has written to a number of celebrities and influencers to better understand the nature of the deals they have in place with brands.
  The CMA investigation is considering the extent to which influencers are clearly and accurately identifying commercial relationships and whether
  
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• Mark Ritson: Byron Sharp is wrong – of course brand perceptions influence sales

  16-08-2018 14:00
  It’s fair to say no book has had more influence on marketing practice in the past decade than How Brands Grow. Professor Byron Sharp’s book is hardly a page turner, but inside its red cover exists a heady combination of insight, empiricism and contention.
  The book’s biggest and most debated claim is unquestionably its challenge on target segmentation and Sharp’s call for “sophisticated mass marketing” to replace it in most, if not all, cases. His assault on o
  
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• Ian Heartfield assumes creative leadership of BBH as Anthony Austin departs

  16-08-2018 13:45
  BBH London has elevated Ian Heartfield to the role of chief creative officer as his former joint executive creative director, Anthony Austin, departs the business.
  In a statement, the London shop said Austin has left to ‘pursue opportunities outside of BBH’.
  The duo originally replaced Nick Gill as ECDs in July 2017.
  The reshuffle will see Heartfield act as the single point of creative leadership at the agency. A veteran of Ogilvy, AMV BBDO and Fallon, the creative has overseen
  
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• HBO and Bumble create film experience with wine wall and bathtub filled with sweets

  16-08-2018 13:44 via campaignlive.co.uk
  HBO is partnering with dating app Bumble to encourage New Yorkers to stay indoors to watch a film.
  
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• CMA launches investigation into transparency in influencer marketing

  16-08-2018 13:22
  The Competition and Markets Authority (CMA) has launched an investigation into influencer marketing to gather more information on whether social media stars are being transparent about sponsored posts.
  As part of the investigation, the CMA has written to a range of celebrities and social media influencers to gain further insight into the inner workings that goes on behind these posts.
  Celebrities and influencers are increasingly becoming a key part of marketing strategy, with brands hoping they
  
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• CMA launches investigation into influencer marketing

  16-08-2018 13:22
  The Competition and Markets Authority (CMA) has launched an investigation into influencer marketing to gather more information on whether social media stars are being transparent about sponsored posts.
  As part of the investigation, the CMA has written to a range of celebrities and social media influencers to gain further insight into the inner workings that goes on behind these posts.
  Celebrities and influencers are increasingly becoming a key part of marketing strategy, with brands hoping they
  
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• ‘A piece of art’ – Formula E taps Central Saint Martins grads for trophy designs

  16-08-2018 13:20
  Electric street racing series Formula E has unveiled two redesigned trophies created by product design graduates of Central Saint Martins.
  Designers from the school were briefed to create something that was “uniquely Formula E”, according to Steven Aspinall, head of design at the brand. Alberto Longo, co-founder of the sport, said the decision to commission young grads stemmed from the brand’s belief in young people.
  Ellen Nyqvist’s design was selected as the trophy prese
  
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• Q&A: Lisa Price, founder of Carol’s Daughter

  16-08-2018 12:42
  Carol's Daughter founder Lisa Price answers our questions on the brand she has built and her experience of working alongside with celebrities Jay-Z and Mary J. Blige ahead of being named by The Ad Club of New York as one of its People of the Year.
   
  Why has the Carol's Daughter brand really resonated with consumers?
  I believe we resonate with consumers because we were one of the very first brands to speak about natural beauty products and to offer ingredient-based stories. Since we have bee
  
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• Ignore Tencent's troubles - it's not game over yet

  16-08-2018 12:19
  Anything Facebook can do, Tencent can do better. Unfortunately, this includes poor results wiping billions off the company’s value. Facebook’s poor growth figures last month made history as the largest one-day market cap loss ever in the US, wiping $119bn off its value. Tencent has just lost over $175bn in value since its stock peaked in January of this year, and now it has posted profits that fall very short of analyst predictions.
  Why? The disappointing figures have primarily been
  
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• The Hook shifts focus from 'vanity' views to loyalty as it ups original comedy sketches

  16-08-2018 12:10
  Entertainment and comedy media brand The Hook has built a following on Facebook by creating original sketches and funny videos since 2014. Years later it is moving away from “vanity metrics” like views to instead sell advertisers on audience loyalty.
  The group's co-founders claim its success is being driven by original series, especially after the Facebook news feed algorithm started clamping down on homogenous 'viral' content.
  At 7.2 million Facebook followe
  
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• Management team buys out The Specialist Works and offers £2.5m bonus to staff

  16-08-2018 12:02 via campaignlive.co.uk
  The management team at The Specialist Works has bought out founder Jim Lewcock from the 15-year-old media agency and is offering a £2.5m loyalty bonus to staff.
  
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• Business on the Move EMEA & Apac: Decathlon, Puma, Sega, and more

  16-08-2018 12:00
  <p>Welcome to The Drum&#39;s Business on the Move column, where we collate agency account news, reviews, agency launches, rebrands and acquisitions.</p>
  <h2>EMEA wins</h2>
  <p>Consumer delivery service <a href="/topics/hermes"><strong>Hermes</strong></a> has appointed <strong>Jaywing</strong> as its lead integrated marketing agency in a two-year contract managing the brand&#39;s entire account. Jaywing has been tasked with
  
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• Building a loyalty programme? Beware of cuckoos

  16-08-2018 11:45
  It may seem strange, but marketers can learn a lot from the birds.
  Take the reed warbler. Small and perfectly formed, she is brilliant at doing a few things very well. Like building her nest suspended perfectly between reeds near the water’s edge.  With her hard work and craft, the reed warbler is an exemplar of brand integrity.
  Then along comes one of nature’s super hustlers, the common cuckoo. She sneakily lays her egg in the warbler’s nest, hoodwinking the tiny host to
  
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• Heartfield promoted to CCO of BBH as Austin departs

  16-08-2018 11:36 via campaignlive.co.uk
  Ian Heartfield has been promoted from joint executive creative director to chief creative officer of Bartle Bogle Hegarty in a move that sees the other joint ECD, Anthony Austin, leave the agency.
  
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• Audi unveils martial-arts-themed spot 'Escape'

  16-08-2018 11:27 via campaignlive.co.uk
  Audi has retained its humorous tone with a martial-arts-themed TV ad promoting the luxurious interiors of its recently launched A6, A7 and A8 models.
  
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• CMA to probe influencers who fail to declare payment for endorsements

  16-08-2018 11:20 via campaignlive.co.uk
  The Competition and Markets Authority (CMA) has launched an investigation into concerns that social-media influencers are failing to properly declare when they have been paid or otherwise rewarded to endorse goods or services.
  
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• Matthew Heath becomes latest to leave Lida

  16-08-2018 10:45 via campaignlive.co.uk
  Matthew Heath has quit as chairman of Lida after 14 years in order to take a chief marketing officer position at an undisclosed client.
  
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• Bauer bags Jazz FM

  16-08-2018 10:40 via campaignlive.co.uk
  Bauer Media Group has agreed to acquire Jazz FM for an undisclosed sum.
  
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• How to develop a pricing strategy that will make the rest of the business listen

  16-08-2018 08:00
  The 4Ps of marketing are the building blocks of many a career in the industry, but unlike product, place and promotion, which are about creating value for the customer, the final P – price – is about getting value for the business.
  As a result, there is often debate about whether it should in fact be marketers’ responsibility, meaning it doesn’t always fall within marketers’ remit despite many wanting to take ownership of it.
  If marketing does not lead on pricing,
  
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• Next generation of marketers want job security over ‘cutting-edge’ brand experience

  16-08-2018 01:01
  The next generation of marketers are more likely to want to work at a multinational or established British firm than at an innovative startup, according to new research.
  The study, conducted by the Chartered Institute of Marketing (CIM), finds 64% of those aged 17 to 19 who left school or college in the past six months and are interested in a career in marketing would prefer to work for a multinational (36%) or an established British firm (28%). Just 11% of those questioned say they would choos
  
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