Marketing news

• BrewDog launches fake porn website to satisfy your booze fetish

  27-08-2018 19:01 via campaignlive.com
  The parody URL is a push for 'The BrewDogNetwork'-- the brand's content delivery service for its craft beer generation.
  
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• Q&A: How Papel & Caneta's creative collective fights for change

  27-08-2018 15:21 via campaignlive.com
  The nonprofit includes creative minds from R/GA, Deutsch, 72andSunny, BBH and more.
  
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• Moen takes out full-page ad to attract a ‘water director’

  27-08-2018 14:19
  Faucet and water products company Moen has taken out a full-page ad in the The New York Times and a social push in order to enhance its job recruiting efforts, trying to attract candidates for its newly-created position of water director.
  The company is on a nationwide search to find the right candidate to fill the role, which it says will focus on “understanding the emerging challenges and opportunities surrounding water and work to engage the company with organizations in the effort
  
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• Freytag Anderson and Studio MB take home top accolades at The Scottish Design Awards 2018

  27-08-2018 13:41
  Fretag Anderson and Studio MB have snapped up the top accolades at The Scottish Design Awards, the Chair Award, Agency of the Year and the Grand Prix respectively.
  Edinburgh based design consultancy, Studio MB took home the design Grand Prix for it’s collaboration with Triumph Motorcycles on the Triumph Factory Visitor Experience. 
  Chairperson and head of design at TBWA\Manchester, Danny Bickerton said: “The Grand Prix goes to a project so eye-catching and engaging. Typogra
  
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• Q&A: Diego Scotti, chief marketing officer of Verizon

  27-08-2018 13:23
  Verizon's marketing chief, Diego Scotti, who is set to be named one of the People of the Year by the Ad Club of New York, offers his views on content consumption, marketing innovations and the biggest challenges being faced by marketers today. 
  Content consumption has changed rapidly in recent years, how difficult has that made it for you as a marketer to reach audiences? 
  For marketers, regardless of industry, it means you have to be everywhere that your customer is and offer them an
  
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• Ads We Like: A hard-to-reach cookie jar fuels a soup spree in cute Intermarché spot

  27-08-2018 13:20
  'Eat your veggies and you'll grow taller'. Every child has been told this but Léa, the star of French supermarket Intermarché's latest ad, takes the advice quite literally in her mission to obtain a very high stash of hidden cookies.
  The brand has come up with a cute, and well-cast, spot to promote its loyalty card which rewards customers with discounts for their purchases of fruit and veg, dubbed 'Fidélité'.
  After great difficulty reaching some treats her p
  
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• More young people will use Snapchat than Facebook by the end of 2018

  27-08-2018 12:25
  Snapchat's user base will overtake Facebook's among 18 to 24 year-olds in the UK before 2018 is out.
  According to eMarketer's latest forecast on social network usage, the number of Snapchat users in the UK will reach 16.2 million by the end of the year. Around 31% (or 5 million) will be in the younger age bracket.
  The forecast comes after parent firm Snap recently hit a turning point, suffering a reversal in overall users of its flagship app.
  The first dip since the company’s formation in
  
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• The holding agency model is so last century

  27-08-2018 11:50
  The modern CMO’s growth agenda threatens the very existence of the current agency holding model, according to the latest Forrester report (Agency Holding Companies Need a Brave New Business Model). And the message is quite clear: change or face extinction.
   
  There is a lot of sense in the key findings of the report. The days of using in-house trading desks to prop-up profits while many holding company creative agencies’ lost their way are coming to an end, and their grip on mark
  
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• Facebook removes ads promoting 'gay cure' to young LGBT users

  27-08-2018 11:15
  Facebook has removed a series of ads that were targeted towards young members of the UK LGBT community that promised "sexuality purity" and offered a "cure" for same-sex attraction.
  An investigation published in The Telegraph accused the social network of profiting from posts that used mico-targeting to confront LGBT users with ads offering "conversion therapy" for gay and lesbian individuals.
  The report claims that two of the ads the title reported to Facebook were skewed towards a young,
  
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• ‘We are the misfits, open your doors to us’; responding to Michaela Coel’s McTaggart Lecture

  27-08-2018 10:52
  “Being a misfit hurts” said writer and actor Michaela Coel as she stood up at the Edinburgh International Television Festival to deliver the MacTaggart Lecture - only the fifth woman to do so and the first from an ethnic minority background – and though this is important for many reasons, it is her extraordinary creativity that earned her place at that podium.
   
  As a TV writer and playwright (alongside my day job), I admit that I shed a little tear as she spoke - I know th
  
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• Xaxis launches programmatic hub to help Chinese brands run overseas campaigns

  27-08-2018 10:51
  Xaxis has launched a programmatic hub to help Chinese brands run digital display campaigns outside of China.
  The Outbound Hub enables China-based companies to leverage Xaxis’ technology and its global media network to run programmatic campaigns across foreign markets. The hub provides brands with audience strategy and planning, multi-market campaign operations and optimisation, and reporting and analytics.
  The launch comes as Chinese companies increasingly look to promote their brands and
  
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• Branded products, Brexit, online spending: 5 killer stats to start your week

  27-08-2018 10:00
  1. GDPR three months on: Most consumers feel no better off
  It’s been three months since the General Data Protection Regulation (GDPR) came into effect yet consumers don’t feel any better off.
  Despite 57% of people say they now feel they have a better understanding of how companies are using their personal data, just 27% believe their overall experience with brands is better.
  Most people (65%) believe GDPR has made no difference at all, while 8% say things have gotten worse.
  More tha
  
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• Lindsay Pattison: Creativity in the 21st Century

  27-08-2018 09:52
  The Mad Men era, made up largely of Creatives with a capital C who thought of a breakthrough brand tagline by lunchtime and spent the rest of the day with a glass of whisky in hand, is a dim and distant, albeit fond for many, memory.
  Today, the majority of the far broader marcomms industry all have to be ‘creative’, but creatives with a small c – coming up day to day with new approaches, ideas and solutions, whether media strategies, visual identities, brand insight, or differe
  
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• Extensions available for The Drum Agency Business Awards

  27-08-2018 09:00
  The Drum Agency Business Awards deadline has passed, however, you can still apply for an extension.
  Agencies are among the best run businesses in the industry. At The Drum we want to celebrate that fact that your team doesn't just create great marketing campaigns but are a large contribution to the successful running of your business. 
  One of this year's judges, Lisa Jeden, global head of brand PR and corporate communications at Bacardi is looking for more than just pretty videos from the e
  
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• 'Don't bet on mobile, prioritise it' says Oath's social boss: The Drum Content Awards

  27-08-2018 09:00
  Content marketing is way overdue in getting onboard with the smartphone screen, according to head of social content at Oath, Tasmin Bhuiyan.
  If you haven't being doing it already, you should rethink everything. 
  Bhuiyan explained: "80% of the content on Tumblr is consumed on mobile. Creating mobile content on Tumblr is up 30% YOY. Everything we make is mobile first, then desktop. Don't bet on mobile, prioritise it."
  Along with a whole host of industry expe
  
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• Unilever signs partnership deal with JD.com in bid to boost reach across China

  27-08-2018 08:36
  Unilever has inked a logistics partnership deal with Chinese e-commerce giant JD.com to help the global consumer goods company expand its reach in China.
  The deal will see Unilever brands such as Lipton, Vaseline, Clear, Lux and OMO use JD.com’s logistics network to distribute goods between warehouses and brick and mortar retail stores.
  Prior to this deal, Unilever worked with logistic companies such as DHL for its China distribution.
  The deal is the latest in a string of initiatives by JD
  
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• Chinese bike-share company Ofo launches in-app video advertising

  27-08-2018 07:59
  Chinese bike-sharing company Ofo has launched video advertising on its app as it looks to create new revenue channels.
  The bike sharing company is running five-second video adverts when users open the app to unlock a bike. Coca-Cola and Chips Ahoy are among the first brands to use the new platform.
  The move is the latest in a string of revenue raising exercises as the bike-share company battles rumours of dwindling cash-flow as the once-booming bike-share market matures and slows.
  Ofo has also r
  
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• Over 70% of users would choose Google over Baidu if search giant reenters China

  27-08-2018 07:22
  Chinese internet users are likely to choose Google over Baidu if the global tech giant returns to China, according to a poll.
  A poll conducted on Weibo asked users which search platform they would select if Google returned to China, with 72.8% voting for Google, according to a report by China Internet Watch.
  The poll follows recent reports that Google is working on a censored mobile search app that would allow it to reenter the Chinese market. 
  The news also follows the search giant’s
  
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• Ikea used programmatic to drive footfall by changing Indonesia's perception of traffic

  27-08-2018 06:25
  Ikea Indonesia took a classic problem for Jakartans - traffic - and used data to prove that they could travel, eventually driving greater footfall at its stores.
  As with a lot of Ikea stores around the world, it is placed in an area that could be considered hard to get to. While in many other countries this easy to handle, a secondary perception that traffic is bad in Jakarta added to the problem.
  Yunnita Avreda, managing director, Xaxis Indonesia, said: “The insights for this campaig
  
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• 10 questions with... Tom Goodwin, EVP, head of innovation at Zenith Media

  27-08-2018 05:35
  The media and marketing sector is ultimately about people. In this weekly series, The Drum speaks to professionals across the sector who are bringing something a little different to the industry and asks what little insights they can offer the rest of us. Tom Goodwin, Zenith’s EVP, head of innovation answers this week’s 10 Questions.
  What was your first job? 
   
  I did a paper round from at the age of 12 my local village shop, I remember being interested in how you could tell
  
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• Ikea shifts marketing strategy to focus on product innovation rather than rooms

  27-08-2018 01:01
  Ikea is shifing its marketing strategy, moving away from its traditional focus on rooms to instead put the spotlight on product innovation and showcase how the addition of just a few new things can transform the home.
  The ‘New Wonders Can Come Out of the Blue’ campaign, created by Mother, kicks off this week. The first TV spot, ‘Spinning Cups’, features three elderly ladies having their weekly get together before things get a bit wild.
  Centred around its blue Frakta bag
  
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