Marketing news

• Some kind of sympathy: Powerade lets athletes deliver 'sorry, not sorry’ greeting cards

  22-08-2018 21:56
  Powerade has activated the next phase of its 'That’s Some Kind of Power' campaign with the launch of “sympathy” cards aimed at athletes who can’t help but to apologize to teammates and rivals for their dynamic playmaking.
  Each of the 10 cards have been made available for free online, and they feature the same sort of unabashed confidence (with unintended consequences) that has highlighted the campaign so far. Taking on the visual tone of sympathy cards, each card gives a
  
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• Tony Romo takes over the Corona Hotline as operator and advice giver

  22-08-2018 21:43
  With Jon Gruden now back in the coaching hotseat with the Raiders, Corona Extra has decided to draft former Dallas quarterback and current football analyst Tony Romo as the operator and face of its Corona Hotline, which returns for its second year this football season.
  Featuring a new number that is not operator-specific (the last featured Gruden’s name in the number), 1-844-9-Corona, fans can call the Corona Hotline all season long to tap into Romo’s powers of prediction, hear
  
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• ‘The Convert’ Copa90, Heineken US and Players' Tribune help NBA star embrace soccer culture in new film

  22-08-2018 21:17
  Soccer media outlet Copa90 has launched ‘The Convert’, a two-part original film with The Players' Tribune (TPT) and Heineken, featuring NBA guard-forward Tim Hardaway, Jr starring as the titular character.
  The film has the five-year NBA veteran taking a day-long dive into soccer fan culture as he takes in a match-day experience between International Champions Cup opponents Real Madrid and AS Roma. During the series, he’s joined by Heath Pearce, former USMNT and MLS All-Star, wh
  
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• US Creative Work of the Week: Maserati drives through Ontario playing tourist

  22-08-2018 20:16
  Maserati decided to take its new SUV on a tour of global cities, all without leaving the Canadian province of Ontario, in its ‘The Grand Tourists’ campaign.
  The Italian carmaker partnered with Toronto-based agency LP/AD for the digital content series being broadcast on IGTV. In the digital shorts, four millennial bloggers take a road trip in the Levante S to many of the towns in the province named after bigger, more metropolitan global cities and countries.
  Subtitled ‘An Italia
  
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• Mother helps NYPL turn Instagram into an e-reader with Instanovels launch

  22-08-2018 19:04
  The New York Public Library has launched a new feature to its Instagram account: turning its Stories feature into a place to host actual stories.
  This feature, which NYPL has called ‘Instanovels’, shall include classic works starting with Lewis Carroll’s Alice in Wonderland, formatted for the mobile space with illustrations throughout to enhance the reading experience. Essentially, many of the classic works in the library's resources can be used to help make the instagram accou
  
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• Ads We Like: Serena channels LL Cool J in Chase spot that knocks you out

  22-08-2018 18:24
  Chase released a new spot starring new mother Serena Williams as she goes back to work in preparation of the US Open.
  Queen seems a theme for the commercial, which showcases the tennis superstar putting her daughter Olympia Jr to bed before getting herself back to her office - the tennis court. Williams channels her inner rapper, reciting LL Cool J’s ‘Mama Said Knock You Out.’
  Nedal Ahmed, senior copywriter from Droga5, calls it a 'happy coincidence', but adds: "Serena Williams
  
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• Young's Seafood appoints Total Media, ending 18 years with MediaCom

  22-08-2018 16:46 via campaignlive.co.uk
  Young's Seafood has appointed Total Media to its media planning and buying account after a competitive pitch also involving Frame Media and Vizeum.
  
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• Lidl creates bakery pop-up for youths to discuss mental health

  22-08-2018 16:26 via campaignlive.co.uk
  Lidl is touring Ireland with a pop-up bakery to encourage people to speak openly about mental health.
  
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• Mark Ritson: Lloyds beware, Noel Edmonds is doing more brand damage than you think

  22-08-2018 16:20
  Noel Edmonds is not a man to fuck around with. Separate your early memories of the TV presenter with the mellifluous voice and extravagant knitwear from the crafty entrepreneur who built a multimillion-pound media empire. Edmonds had the smarts to parlay a 70s career as a DJ into mega stardom in the 80s on TV, then into a wildly lucrative production business.
  But that company, the Unique Group, fell apart a decade ago after Edmonds claims it fell victim to a rogue group of bankers working for HB
  
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• Refinery29 to diversify revenue as IMG steps up to barter consumer product deals

  22-08-2018 16:10
  Refinery29, the female-orientated media brand, is to diversify its revenue stream by courting licensing deals from manufacturers.
  It will work with IMG to help deliver these new deals, its first-ever global licensing partner. On the table are opportunities in health and beauty; apparel and accessories; office; and home, bedding and décor.
  The brand hopes that some of its 425 million users will be attracted to new lines carrying its branding.
  Sarah Personette, chief operating officer of Re
  
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• Robinsons signs up to sponsor Saturday Morning with James Martin

  22-08-2018 15:39 via campaignlive.co.uk
  ITV has announced Britvic squash product Robinsons Cordials will sponsor cooking show Saturday Morning with James Martin, which returns for its second series on 1 September.
  
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• The Future Factory launches cycling initiative aimed at tackling mental health

  22-08-2018 15:38
  In a bid to raise awareness of mental health issues and the importance of exercise to alleviate stress, The Future Factory has joined forces with other agencies to create Frame of Mind - a cycling community for like-minded people within the creative industry.
  The new cycling group will challenge one another with a 54 mile bike ride from Clapham Common to Brighton on Saturday 15 September. 
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  Managing director of The Future Factory and founder of Frame of Mind 2018, Dan Sudron,
  
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• The Open University launches Open Diaries documentary series on social

  22-08-2018 15:31
  The Open University, in partnership with integrated marketing agency Rapp, has launched The Open Diaries, an online series of short documentaries. The films are intended to reach new audiences for the further education provider by showcasing the unique, honest and individual perspectives of the remarkable people that study and teach at the OU.
  Each episode pairs two complementary stories to show how education is changing students’ lives, and the lives of those around them, for the better.
  
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• TUI Airways sorry for 'future pilot' sticker sexism 'mix-up'

  22-08-2018 15:12 via campaignlive.co.uk
  TUI Airways said recent instances of little girls being given "future cabin crew" and boys getting "future pilot" stickers are a "simple mix-up".
  
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• Behind Vilnius’ ‘G-spot’ campaign: the student project that lay dormant for two years

  22-08-2018 15:10
  ‘The G-spot of Europe’, the official Lithuanian tourism campaign attracting media attention from around the world, was originally crafted by advertising students. The idea was two years in existence before the official development agency of Vilnius retrieved it from the depths of the internet and made it happen.
  The suggestive creative of ‘Vilnius: The G-spot of Europe’ has so far been covered by publications from the Daily Mail to Quartz. The campaign even landed its own
  
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• Game of Thrones’ The Mountain channels his inner Colonel Sanders in KFC record stunt

  22-08-2018 15:03
  KFC has been known to rotate the actors playing its mascot and founder Colonel Sanders but the latest addition to its roster may be the biggest and toughest one yet.
  Giant Game of Thrones actor Hafþór Júlíus Björnsson regularly plays The Mountain Gregor Clegane on the show, but has traded in his golden armour for Col Sander’s iconic white suit.
  Not content just to promote the Double Crispy Colonel Sandwich, the Icelandic actor also set a ‘world re
  
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• Molly Fleming: Coca-Cola’s experiment shows crowdfunding can be the fast track to innovation

  22-08-2018 14:42
  It can take years to get new products to market. Start with extensive research and development, carry out hundreds of tests, move on to endless focus groups, all before the product even hits the shelves.
  However, this month Coca-Cola challenged this traditional route to market in North America by using crowdfunding platform Indiegogo to gauge US consumers demand for premium water brand Valser. By all accounts the campaign went well and the drink is now being piloted in selected restaurants in A
  
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• Pick of the week: Audi delivers again with martial arts ad

  22-08-2018 14:37 via campaignlive.co.uk
  Drama, suspense, comedy - Audi has nailed it once again with another beautifully produced cinematic ad.
  
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• Ads We Like: Plus Supermarket addresses Syrian refugee crisis in a mouth-watering film

  22-08-2018 14:21
  In a world shackled by borders, the topic of diaspora often gives rise to contention. However Plus Supermarket has used its latest campaign to tackle the Syrian refugee crisis in a heartwarming and original way – dissolving boundaries with help from 'The Universal Language of Food'.
  Created by J Walter Thompson Amsterdam, the film follows a young refugee  called Ismail as he navigates a new culture that is alien to him.
  As he tries to dodge the anxiety th
  
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• US Creative Works: featuring Giant Spoon, Red Interactive, Leo Burnett and more

  22-08-2018 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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• Spotify recruits sales directors to beef up UK operation

  22-08-2018 13:56 via campaignlive.co.uk
  Mike Buckley and Clare Leonard are joining Spotify as sales directors under recently appointed head of sales Rak Patel as it looks to strengthen its UK business.
  
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• Meet the direct-to-consumer brands shunning traditional agency relationships

  22-08-2018 13:20
  The Eve Hybrid mattress is delivered to consumers’ door in a box to trial at home.Direct-to-consumer brands are more than comfortable disrupting traditional sectors and cutting out retailers to get closer to customers, but they are also confidently shaking up traditional agency relationships in a bid to find new models that work for them.
  Nurturing talent in-house by building fully-fledged marketing teams is helping these disruptive players take control of their creative, digital and
  
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• Equifax awards UK media account to Be Heard’s agenda21

  22-08-2018 12:48
  Equifax has expanded its remit with Be Heard Group agency agenda21 following a competitive pitch against three other agencies.
  The media and analytics agency had already worked with Equifax for some time, providing SEO, content and analytics services.
  However, with the win it will now manage the company’s consumer brand awareness, visibility and sales across its digital channels.
  “agenda21 have managed our SEO, content and analytics for many years and I have always been impressed wit
  
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• 'It takes a lot of courage to be silly': Bud Light's plan for England to utter 'Dilly Dilly'

  22-08-2018 12:03
  Despite being only one year old in the UK, the Bud Light brand has seized a substantial grasp of the beer market. This is on the back of an aggressive campaign pushing the eternally silly catchphrase 'Dilly Dilly'. To further solidify its position in the market, it has partnered with the England football men's senior team.
  Since crossing the Atlantic, the AB InBev brand Bud Light has not dilly-dallied. In one year, it became the top growth driver for standard lager. Now it taps in
  
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• Forrester: ‘WPP must dissolve its agency brands’

  22-08-2018 11:54
  WPP needs to ‘dissolve’ its hundreds of agency brands into just dozens to better serve today’s chief marketing officers, according to the analyst Forrester.
  Its latest report urges the world’s largest marcomms holding company to merge the bulk of its individual agencies “to meet the CMO’s need for simplicity, accountability and scale”.
  WPP’s media agencies “should operate as a single GroupM”, it recommends, and its creative agencies &ld
  
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• Why Carlsberg has ditched football for festivals

  22-08-2018 10:31 via campaignlive.co.uk
  Carlsberg has doubled the size of its festival activation, The Danish Quarter, and introduced a series of new features for the second year of the experience programme.
  
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• How Carlsberg is bringing festival audiences inside its Danish reinvention

  22-08-2018 10:31 via campaignlive.co.uk
  Carlsberg has doubled the size of its festival activation, The Danish Quarter, and introduced a series of new features for the second year of the experience programme.
  
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• Why Nike deserves criticism for 'cynically tapping into gang culture'

  22-08-2018 10:18 via campaignlive.co.uk
  This week's backlash against Nike for releasing a balaclava judged to be targeted at young people in gangs was justified because of the context of its marketing, according to Atomic London creative partner Dave Henderson.
  
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• Turkey of the week: Kevin Bacon and Delia Smith make a bad couple in latest EE ad

  22-08-2018 10:09 via campaignlive.co.uk
  This ad is one of the most contrived from EE's entire Kevin Bacon campaign.
  
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• Tobacco giant Philip Morris wants to be a ‘disruptive insider’ as it targets the smoke-free market

  22-08-2018 08:30
  Tobacco giant Philip Morris International describes itself as a disruptive insider challenging the status quo by cutting demand for cigarettes while simultaneously growing the market for smoke-free alternatives.
  Over the past decade the company behind the world’s biggest cigarette brand Marlboro has invested $4.5bn in R&D as it refocuses on science and technology. The firm has also been busy filing patents, with more than 3,400 granted and in excess of 5,000 pending.
  “We now hav
  
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• What B2B brands can teach B2C marketers about customer experience

  22-08-2018 08:00
  Business-to-business (B2B) marketing has long been deemed the poor cousin of its consumer-focused counterpart.
  But B2B brands can no longer afford to lag behind consumer brands when it comes to customer experience given people measure brands by the same standard no matter if it’s a business or personal purchase.
  As a result, there is now far less of a void between best practice in B2B and B2C marketing, creating many more opportunities for consumer marketers to learn from their business p
  
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