Marketing news

• Ad Council and D&G promote a sense of childlike wonder in Discover the Forest PSA

  23-08-2018 22:26
  Sometimes, one must see things through a child’s eyes to truly appreciate them, to capture that sense of wonder. That’s the case of a new public service campaign by the Ad Council and David&Goliath to celebrate the 50th anniversary of the National Trails System Act.
  The US Forest Service and the Ad Council have launched a new extension of the successful ‘Discover the Forest’ public service campaign, and it illustrates how trails are one of the best guides to natu
  
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• P&G praises ex-Nestle digital chief Pete Blackshaw on leading startup hub Cintrifuse

  23-08-2018 21:43
  Cintrifuse, a Cincinnati, Ohio based startup and entrepreneur community, has named former Nestle head Pete Blackshaw its chief executive officer.
  Blackshaw has left his most recent post as Nestle’s global head of digital and social, where he led the brand’s digital transformation. Among his key accomplishments at Nestle, the launch of its Silicon Valley Innovation Outpost and its Henri@Nestle Open Innovation platform.
  In his new role, Blackshaw is tasked with making the company
  
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• Spotify launches first branded podcast in midst of year-long push to honor black music

  23-08-2018 20:07
  Spotify has launched its first branded podcast, an original series with New Amsterdam Vodka  called Ebb & Flow.
  The podcast marks New Amsterdam’s first step into the space, its arrival came as part of its ‘Pour Your Soul Out’ campaign. The five-episode series, hosted by international DJ and brand influencer Jasmine Solano, has been called “the place for the most buzzworthy hip-hop and R&B artists to get real with their fans and share stories about the good, b
  
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• Stella Artois offers ‘Haute Pockets’ so Fashion Week attendees stash their phones during shows

  23-08-2018 19:38
  New York Fashion Week is just around the corner (Sept. 6), and Stella Artois wants people to pay attention to the designs, not their mobile devices, so it’s offering up ‘Les Haute Pockets’ for easy stashing.
  The beer brand is encouraging fashionistas to put down their phones and enjoy the runway scene through a new, playful digital video asset intended to help remind attendees to pocket their distractions and enjoy the moment.  
  The creative highli
  
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• Creative Director’s Choice: Mechanica's Libby DeLana on the North Face’s ‘She Moves Mountains’

  23-08-2018 17:57
  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, Libby DeLana, founding partner and creative director at Mechanica, states why, in the era of the #MeToo movement, the ‘Move Mountains’ campaign by the North Face is timely, empowering and important.
  Show me entity :: 22148
  In the wake of the #MeToo movement,
  
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• The Launch Lowdown: Ford puts you in Focus and Bulldog takes on plastics

  23-08-2018 17:15
  Football didn’t come home. Danny Dyer didn’t storm the Love Island villa, all pwopa geeza style. Stockpiling resources is completely normal now. Despite the blistering heat and charred, flaky corpses under your feet, last month was a bit of a washout.
  But wait! What’s that? A load of launches that highlighted the very best, the most forward-thinking  products and marketing across a multitude of industries? Yeah. That happened.
  Sacha Baron Cohen arguably one-upped Brass Eye
  
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• Original Soupman from Seinfeld urges people to ‘just try it’ in ‘Soup for All’ campaign

  23-08-2018 16:57
  For Seinfeld fans, the phrase “No soup for you!” will live forever. But for the makers of the actual soup based on the character cringingly known as the ‘Soup Nazi’, that phrase is being dropped for a less harsh approach.
  The Original Soupman, the maker of artisanal soups since 1984, has introduced a campaign called ‘Just Try It,’ showing a still-stern but more welcoming Soupman. The comical new commercials feature Larry Thomas as ‘The Soupman,’ re
  
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• Virgin to revamp loyalty scheme with brand-wide programme

  23-08-2018 16:33
  Virgin Group and Virgin Atlantic are launching a brand-wide loyalty programme that they claim will create more value for customers and reward them in “unique and differentiated” ways.
  Virgin’s existing loyalty scheme, Virgin Red, will be integrated into the new scheme, which will be managed by the newly-created Virgin Group Loyalty Company. Andrew Swaffield, CEO of Monarch and the former boss of IAG-owned loyalty scheme Avios, will head up the new business when it launches in
  
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• The five tribes changing the face of communication

  23-08-2018 16:22
  It’s not just about what brands say, it’s also about ‘the who’ and ‘the how’
  Communication is changing at an unprecedented rate. Brands that are able to navigate this fragmented landscape and tailor their messaging to the communication preferences of their key consumer groups are more likely to succeed in getting their message across to consumers.
  Some of us know that a compelling story or picture is more likely to sway our decisions, especially when viewed on
  
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• Recommended reading: Dream teams and disruption in the ad industry

  23-08-2018 16:06
  Dream Teams: Working Together Without Falling Apart
  By Shane Snow
  Building the perfect team is often said to be more about luck than science but Shane Snow argues the opposite. Dream Teams analyses the best and brightest teams, from the Wright Brothers to rap group Wu-Tang Clan, forcing the reader to rethink working relationships. Snow tries to get to the core of what makes and breaks a team and in doing so the importance of creating successes together rather than as an individual. Worth readin
  
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• ITV digital chief brushes off Love Island body image row: ‘we’re a sexy channel and hire sexy people’

  23-08-2018 15:20
  ITV’s head of digital has brushed aside controversy over the network’s summer hit Love Island, which was blasted by critics for promoting unrealistic body image standards through the show and the advertising around it.
  “We’re a sexy channel and we hire sexy people," Paul Mortimer said in response. 
  Mortimer was speaking at the Edinburgh International Television Festival alongside ITV head of studios Kevin Lygo on the success of Love
  
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• Sunday Herald to close but The Herald and The National to run seven days a week

  23-08-2018 15:04
  Newsquest has confirmed it will close its Glasgow-based newspaper The Sunday Herald in September. In its place, daily broadsheet The Herald and pro-Scottish independence title The National will start publishing on Sundays.
  It was announced earlier this month that The Herald and The Sunday Herald teams were to be merged to become a seven-day operation. Staff were today told that the distinct Sunday paper will publish its final issue on 9 September.
  According to the most recent
  
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• Major media agency groups secure IAB Gold Standard certification

  23-08-2018 14:58 via campaignlive.co.uk
  Publicis Media and Group M's digital programmatic services arm have secured Gold Standard certification from the IAB, with a further six media agencies in the process of getting it.
  
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• How Häagen-Dazs is reimagining the brand for the Instagram generation

  23-08-2018 13:50
  It does not matter if you source the best ingredients or create the most luxurious taste, if millennials think your product is something their mum would buy it’s the “kiss of death” for any brand, according to Jennifer Jorgensen, vice-president and global brand director of Häagen-Dazs. Especially for a brand that’s supposed to live in the “super premium luxury space”.
  “To have the younger generation saying ‘that’s for older pe
  
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• Weight Watchers seeks new marketing director after Magielsen departs

  23-08-2018 13:23 via campaignlive.co.uk
  Claudia Nicholls Magielsen has left her role as marketing director at Weight Watchers UKafter 10 months.
  
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• Revlon creates punch bag activation for Juicy Couture fragrance

  23-08-2018 13:18 via campaignlive.co.uk
  Revlon, the cosmetics company, has created a boxing ring-style activation to promote the "empowering and playful force" of its new range of Juicy Couture fragrance.
  
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• Malaysia Airlines creates food experience with Gizzi Erskine

  23-08-2018 11:25 via campaignlive.co.uk
  Malaysia Airlines is creating a culinary event with top chefs including Gizzi Erskine at Canary Wharf.
  
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• Buzzfeed and Twitter team up to guide TV fans through the content jungle

  23-08-2018 10:04 via campaignlive.co.uk
  Buzzfeed UK is launching a new weekly live show on Twitter, #What2Watch, that will offer advice on the best programmes to watch across linear and non-linear TV.
  
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• The new football factories: how clubs are creating content for global brand domination

  23-08-2018 09:50 via campaignlive.co.uk
  Football clubs are diversifying their media offering in the social media era, and arguably becoming content factories in their own right.
  
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• How one brand hopes to disrupt the laundry sector with unstereotypical ads

  23-08-2018 08:00
  Laundry and homecare business Henkel is looking to “disrupt” advertising in the sector with the launch more diverse and emotionally-driven campaigns.
  Nikki Vadera, who joined Henkel five months ago as marketing director for laundry and homecare, says she is sick of the sexist stereotypes that have long been associated with household products.
  “In all our adverts we were showing a white housewife in her mid-40s cleaning the toilet with her Marigolds on. That’s not the con
  
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• Learnings from Japan’s mobile market

  23-08-2018 07:17
  To an outsider, Japan’s mobile market presents a paradox. On the one hand, mobile phones are so ubiquitous that keitai culture (mobile culture) is an entrenched concept in Japanese society. On the other hand, even as smartphone penetration grows, feature phones remain stubbornly popular, according to recent eMarketer data. While some observers chalk that paradox up to Japan’s ageing population, my experience on the ground in Japan over the past two years tells a different story, one
  
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• In the Director’s Chair: Doug Liman on moving into TV early and wishing movies went as smoothly as ads

  23-08-2018 04:38
  The latest in The Drum’s Director’s Chair series is award-winning Hollywood and TV director Doug Liman, famed for his work on the Bourne franchise, Mr & Mrs Smith and TV series The OC.
  In this week’s article, Liman discusses his move into TV, as well as the differences in working on films versus adverts. We’ve previously asked the very same questions to Traktor, Eli Roth and Mea Dols de jong.
  Who or what inspired you to be a Director? (or who are your creative heroes
  
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• Beating the real thing: Coca-Cola on its four point digital transformation plan

  23-08-2018 03:37
  Coca-Cola is on a digital transformation journey, making sure it is a brand that is relevant for a generation that doesn’t see a line between “the online world and the offline, the reality and the augmented reality.”
  Speaking at the Adobe Symposium in Singapore this week, Mariano Bosaz, vice president of digital transformation, Greater China and Korea at The Coca-Cola Company, played on the brand’s tagline ‘It’s the real thing’ to explain how it was aimi
  
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• Football media platforms Copa90 and 90min: 'Asia has limitless opportunities'

  23-08-2018 02:00
  There is no shortage of football media platforms for fans to consume their football news, with plenty of options from platforms like Goal, Copa90, 90min and Dugout to choose from.
  While the competition is stiff, James Kirkham, head of Copa90 tells The Drum he is not worried about market saturation, as he does not see the others as ‘pure competition’.
  Instead, he says the competition he is concerned about is anything competing for the attention of Copa90 audience, like gaming platform
  
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