Marketing news

• Michelle Obama leads a star-filled cast to encourage students to take control of their future

  19-09-2018 21:54
  Former First Lady Michelle Obama is featured in a new campaign for her Reach Higher initiative, called ‘Worth It’ that features plenty of stars encouraging students to overcome their fears and obstacles and reach for education beyond high school.
  Reach Higher’s ‘Worth It’ campaign is an initiative led by Obama alongside stars including Kelly Rowland, Nick Cannon, Ciara, Jussie Smollett, Karlie Kloss, Questlove and more that encourages every student in the US to take
  
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• Verizon travels back to milestone wireless moments to promote its foray into 5G

  19-09-2018 20:39
  As it prepares to launch the first 5G Ultra-Wideband system, Verizon is looking back to previous and historic wireless moments, including the first commercial wireless call, to show that it has been a pioneer in the category for decades.
  The campaign, developed in partnership with the Community, ahead of the launch of its new 5G Ultra-Wideband, celebrates the company’s various first moments.
  Titled ‘Firsts,’ the brand’s legacy as an industry leader is shown with a couple
  
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• Alcohol brands and social platforms join forces to prevent irresponsible advertising

  19-09-2018 18:33
  The International Alliance for Responsible Drinking (IARD) is partnering with social media sites to encourage responsible alcohol advertising that doesn’t target minors or those that don’t want to receive it.
  A group of 11 leading beer, wine and spirits producers, including AB InBev, Bacardi, Carlsberg Group, Diageo and Pernod Ricard will work with Facebook, Snapchat, Twitter and YouTube to help prevent irresponsible advertising.
  The IARD has set out three major commitments: to
  
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• US Creative Work of the Week: Lee Jeans combats manspreading and kimono trapping

  19-09-2018 18:22
  Lee Jeans puts the mobility of its denim on full display in its 'Don’t just move. Move your Lee.' Campaign, created by Austin-based agency of record, GSD&M.
  The campaign includes three TV spots that speak to modern consumers, with hip, young subjects in everyday, topical (and sometimes impractical) situations.
  In one, a woman on the subway combats a guy who is clearly encroaching onto her seat by ‘manspreading.’ She one-ups him by hoisting her jean-clad leg over his so he g
  
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• The best brand activations of 2018 so far: Converse, Greggs, Google & Tesla

  19-09-2018 17:20
  Discover the most exciting and engaging brand activation campaigns in 2018 so far.  
  The Drum spoke to industry experts from Amplify, Benefit Cosmetics, Hearst Magazines, Identity and Initials Marketing, all judges for The Drum Experience Awards. 
  Jonathan Emmins, founder, Amplify
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  Sometimes brand experiences need to communicate and convey complex stories and messages - but not always. There’s been a run of clever, incredibly simple
  
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• Captivate joins forces with Executive Channel Network in international drive

  19-09-2018 17:09
  Digital video office network Captivate has formed a strategic partnership with Executive Channel Network (ECN) to grow its audience reach to an estimated 14 million people using elevator and lobby displays across the US, Canada, Germany, Paris and London.
  The agreement will see the pair work with brands to expand their inventory for advertisers to engage international business professionals in the workplace, which will include over 12,000 digital elevator and lobby displays within around 2,000 w
  
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• The story of McCann and D&AD’s recruitment comic – written as a comic

  19-09-2018 16:45
  McCann London has teamed up with D&AD’s New Blood Shift programme to create what they deemed to be ‘the ultimate unbiased recruitment too’ – a blank comic for aspiring creatives to fill in.
  The Drum put its wordless story structure to the test. 
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• Sign up to our webinar on emerging technology – what works, and what doesn’t

  19-09-2018 16:15
  We hear a lot about how AI, VR, smart devices and chatbots are changing and will change customer experience, but are marketers getting carried away with the possibility promised by the new at the expense of what customers actually want?
  Marketing Week and a panel of top marketers will unpick the opportunities that tech offers and the potential drawbacks. Join Zoe Harris, incoming CMO of Confused.com; Andrew Mann, former director of Asda, Sainsbury’s and Tesco; and Saul Lopes, customer
  
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• How voice is impacting and enriching health marketing

  19-09-2018 16:15
  Marketers tend to follow technological trends to understand how they can help influence and engage new consumer groups. According to eMarketer last year, 35.6m Americans used voice-activated assistants, a number that has doubtlessly grown in the past year since with Amazon Echo possessing 70% of voice device users. It is also doubtlessly the future of search, although perhaps not as integral as Comscore's prediction that 50% of all searches will be voice searches by 2020.&nbs
  
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• Police capitalise on Bodyguard success with snap social campaign

  19-09-2018 16:04
  Tweets highlight police as a career option, the work done by counterterrorism police and explanations of acronyms used on the TV show.
  
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• UK Top Shazamed ads: Easyjet calls explorers to the skies

  19-09-2018 15:55
  Easyjet is soaring into this weeks Shazam chart, in third place, with an 'out of this world' ad.
  Created by VCCP, the short clip features Cat Power’s track ‘Dreams’ and takes you on an adventure in the sky with cloud shaped travelers and skiing experiences with the tagline 'Imagine Where We Can Take You'. 
  The Drum's Shazam chart tracks the number of times each ad has been Shazamed over the past week using the music identification app.
  O2
  
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• Tesco welcomes Jack’s to ‘the family’ as it takes on Aldi and Lidl with its own discount brand

  19-09-2018 15:51
  Tesco puts the finishing touches to its first Jack’s discount storeTesco is preparing to launch its discount store Jack’s across two locations tomorrow (20 September), as Britain’s biggest supermarket looks to take on the German discounters directly by offering consumers a “bespoke” experience.
  Speaking at a launch event today at it’s maiden Jack’s store in Chatteris, Cambridgeshire, Tesco’s chief executive Dave Lewis said the company plans to open
  
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• Molly Fleming: BrewDog should keep the shock tactics but make sure they line up with its brand

  19-09-2018 15:26
  BrewDog has made a name for itself by launching irreverent marketing campaigns that garner headlines and attention. From its campaign taking on traditional competitors Carling, Stella Artois and Budweiser to the launch of its Dead Pony Club IPA, it isn’t one to stand away from a controversy or too.
  In fact, co-founder James Watt has been open about his desire to “break free from the mundane, risk-averse, colourless templates” taught at business school . He wants to build a bra
  
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• Y&R poaches Iris' Sophie Lewis to be CSO in reboot

  19-09-2018 15:14
  Lewis takes over from Emily James, who is setting up a freelance practice.
  
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• Shortlist Media is building an agency to help brands reach 'flat white warriors'

  19-09-2018 15:09
  The Family On Demand service will be more akin to a traditional ad agency, with its remit expanding beyond the publisher's titles.
  
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• Diesel is selling shirts saying brand is ‘dead’ as part of star-studded campaign to tackle online bullying

  19-09-2018 14:27
  Fashion brand Diesel’s latest ad campaign has opted to tackle online bullying, drafting in a host of famous faces including Nicki Minaj and Bella Thorne to wear clothing brandishing the hateful comments they’ve received on social media.
  The campaign – Hate Couture – tells people that ‘the more hate you wear, the less you care’.
  “It's more than a film - it's about trying to inspire people to not take online hate seriously,” said Bruno Bertelli,
  
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• Craig Law obituary

  19-09-2018 14:25
  My friend Craig Law, who has died aged 35 from lymphoma, always followed the dictum: “Whatever you do, do with all your might.”As a teenager, growing up in rural Somerset, he worked as a kitchen assistant at a school for boys with special educational needs. He soon found an affinity for working directly with the students and went on to become a teaching assistant. After studying for a degree in history and ancient history at Cardiff University, he completed a PGCE and began work as a
  
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• Public Health England quit smoking campaign avoids 'cold turkey' message

  19-09-2018 14:07
  Advertising activity for annual push promotes new 'personal quit plan' tool.
  
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• US Creative Works: featuring Greatest Common Factory, Partners + Napier, Grey New York and more

  19-09-2018 14:01
  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 submit wor
  
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• Businesses should take a stance on immigration, climate change & equality says research

  19-09-2018 13:39
  In the age of Brexit and political uncertainty and questions around the role of capitalism itself,  is there a need for businesses and brands to be more vocal in their political opinions and to provide a voice that people might listen to? But with increasing polarisation and cynicism, do we trust business in the UK?
  Opinium, in partnership with the CBI and Porter Novelli, has spent the last year measuring the reputation of UK business among the population. When we began in May 2017, 58% of
  
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• 6 reasons the brand value bubble is about to burst

  19-09-2018 12:42
  The short version: when it comes to brand value, there is too much hot air in the balance sheets that is not guaranteed by any real value – you don’t need to be a banker to understand that this is a dangerous situation. 
  Many brands are just not worth “off-the-paper” what they think they are worth “on-the-paper”. The commercial brand value on-the-paper, or what is stated on the balance sheets, is much greater than the commercial brand value off-the-paper,
  
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• Travelex founder, Sir Lloyd Dorfman, joins the Think Jam board

  19-09-2018 12:40
  Entertainment marketing agency Think  Jam  has  announced  a  multi-million  pound strategic partnership with Dorfman Media Holdings. Sir Lloyd Dorfman CBE, founder of the Travelex Group and serial entrepreneur, will join the board, along with his son Charles Dorfman, CEO of Dorfman Media Holdings.
  The  investment  will  enable the agency  to recruit more talent to its UK and US offices and pursue new ventu
  
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• Tesco goes big on Britishness with discounter brand Jack's

  19-09-2018 12:39
  Discount chain will seek to rival Aldi and Lidl, with the first two stores opening on Thursday.
  
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• Pick of the Week: Elvie campaign breaks breastfeeding taboos with honesty and humour

  19-09-2018 12:36
  Elvie's ad is a reminder of the power of creative thinking and empathy to break taboos.
  
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• Which agency will take home B2C Brand Experience of the Year?

  19-09-2018 12:32
  A Converse 'hotel' and a hot air balloon party are among the activations shortlisted for the Campaign Event Awards. We take a closer look at the work.
  
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• Turkey of the Week: National Lottery's offensive ad shows advertising doesn't understand real people

  19-09-2018 12:25
  Is this what the advertising industry thinks of your life?
  
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• Amazon ranks third behind Google & Facebook in ad forecast

  19-09-2018 12:06
  Amazon’s bullish run of sentiment continues apace in the latest ad forecast to be compiled by eMarketer, which elevates the ecommerce giant to third place behind Google and Facebook in its ranking of US digital ad platforms.
  The revised placement elevates Amazon above both Oath and Microsoft for the first time, just weeks after the businesses market capitalization was calculated to have surpassed the psychologically significant $1tn mark.
  Attributing its new-found confidence in Amazon to s
  
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• Tesco reveals discounter brand Jack’s: 'it will cheaper than Aldi and Lidl'

  19-09-2018 12:00
  Tesco has revealed its discounter brand Jack’s, with chief executive Dave Lewis saying it will compete with European rivals Aldi and Lidl by offering up British produce at lower prices.
  The Jack's branding (the is name a nod to Tesco founder Jack Cohen) states it will offer ‘great-tasting food at the lowest possible prices’, promising that eight out of 10 food and drink products will be grown, reared or made in Britain.
  Lewis cut the ribbon of the first store in 
  
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• Pilot44 names former Unilever Foundry head as Asia Pacific managing partner

  19-09-2018 11:42
  Pilot44 Labs has appointed Johnny Hammond, former global director and head of Unilever Foundry, to spearhead its own expansion across the Far East as managing partner for Asia Pacific.
  The digital innovation and venture building services provider alighted on Hammond, following a spell of growth that has brought increasing internationalization to the business. Starting from October, Hammond will seek to capitalise on these shifts and he will work to further broaden Pilot44’s footprint in th
  
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• Creative Equals launches subsidiary to supercharge women's creative careers

  19-09-2018 11:34
  Initiative aims to provide women with 'hard' business skills so that they can progress to management.
  
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• Seven brand experience agencies to watch

  19-09-2018 11:25
  These are the shops that are expected to stand out in the brand experience crowd.
  
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• Brand experience agencies to watch

  19-09-2018 11:25
  These are the shops that are expected to stand out in the brand experience crowd.
  
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• Alcohol brands sign pledge for responsible social advertising

  19-09-2018 11:15
  Facebook, Snap, Twitter and YouTube join 11 alcohol producers in a promise to improve targeting and opt-out mechanisms.
  
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• Jon Mew: what defines depression and why don’t we talk about it?

  19-09-2018 11:14
  In thinking about writing this column, I spoke to friends and colleagues about the theme and found that many have either suffered from depression and mental health challenges personally, or know someone close to them who has.
  I feel very fortunate that I’ve never suffered from any serious bouts of depression. However, there were certainly times earlier in my career when I had moments of self-doubt, not sure I could cope at work, where everything felt harder and less worthwhile. This pales
  
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• AA backs Sky Bet calls for proactive attitude to tackling problem gambling

  19-09-2018 10:38
  Writing in The Telegraph yesterday, Sky Betting and Gaming chief executive Richard Flint resisted calls for greater restrictions on how gambling brands can advertise, but said companies should be required to put part of their ad budgets towards reducing harm.
  
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• Pablo appoints Inferno co-founder Tim Doust as chair

  19-09-2018 10:29
  Pablo has appointed FCB Inferno founding partner Tim Doust as its chair and further bolstered its senior team with hires from Grey and Ogilvy.
  
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• Alliance between drinks giants and tech firms could let people opt out of alcohol ads online

  19-09-2018 10:25
  Eleven top beer, wine, and spirits companies, including Diageo, Pernod Ricard, Carlsberg and AB InBev have announced a collaboration with Facebook, Snapchat, YouTube and Twitter that could, in time, let people opt out of alcohol ads. 
  In teaming up, the businesses have also pledged to to create "up-to-date" safeguards to prevent under-18s being targeted by ads promoting alcohol.
  The four tech firms have teamed up with the eleven brands that currently represent the Internation
  
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• Heineken offers a fresh perspective on life with ‘World’s Most Unmissable Moments’

  19-09-2018 09:43
  Dutch brewing giant Heineken has teamed up with Publicis Italy to offer drinkers a light-hearted twist on commonly held beliefs with its latest brand campaign, ‘World’s Most Unmissable Moments’.
  The integrated campaign has been created to coincide with Heineken’s sponsorship of the UEFA Champions League and will dovetail with a digital campaign element conceived by POKE London to provide additional creative content by dramatizing the commercial for online consum
  
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• Sky and Netflix partner for 'ultimate' on-demand TV package

  19-09-2018 09:26
  New subscription pack allows Sky Q customers to access Netflix content.
  
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• The Honest Co. names ex-Dentsu president Shannon Pruitt as CMO

  19-09-2018 09:22
  The Honest Company, a personal care products purveyor which prides itself on ethical consumerism, has turned to the Dentsu Aegis Network to fill its vacancy for a new chief marketing officer with the appointment of Shannon Pruitt.
  Pruitt served as president of Dentsu’s content agency The Story Lab in her prior role, accumulating a wealth of experience in the realms of integrated, omni-channel marketing, brand-building and brand story creation.
  These skills are highly prized by Pruitt&rsquo
  
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• Mastercard signs as global partner of League of Legends eSport

  19-09-2018 09:21
  Mastercard has signed a deal with Riot games to be the first global sponsor of League of Legends, one of the most popular eSports.
  The main part of the sponsorship with Mastercard create ‘Priceless experiences’ at three of the eSports major annual events, the Mid-Season Invitational, the All-Star Event, and the pinnacle of all eSports events, the World Championship, as well as online.
  Raja Rajamannar, chief marketing and communications officer, Mastercard, said: “Esports is a p
  
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• Tough medicine: McCann and FCB discuss the biggest challenges for health marketers

  19-09-2018 09:00
  Chief execs at global health marketing networks McCann Health and FCB Health Network offer up their thoughts on the challenges of operating in this space.
  John Cahill, global chief executive officer, McCann Health
  1. The drive for global marketing efficiency
  Clients continue to seek greater global marketing efficiencies, often involving centralized decision making. McCann Health offers a ‘smart network’ solution, which is being praised and increasingly used by our clients worldw
  
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• Allianz signs deal to become the Olympic insurance provider

  19-09-2018 08:50
  The International Olympic Committee (IOC) and Allianz have agreed a deal for the insurance brand to become a partner of the Olympics from 2021.
  The agreement, which is slated to end in 2028, will allow Allianz to support the Olympics and its National Committees with products around areas such as fleet and property and casualty insurance, as well as future-facing products and tech innovation.
  IOC president Thomas Bach, said: “This new partnership demonstrates the global appeal and strength
  
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• Creative Work of the Week APAC: Korean Air woos modern travelers to 'Go Korean' as it revamps its global image

  19-09-2018 08:47
  Korean Air is urging everyone to 'Go Korean' with the aim to reinvent its image for a global audience.
  The campaign conceptualised by Ogilvy Shanghai aims to portray the modern Korean style and the airline’s newly-introduced amenities and services. The campaign is targeted at modern travelers, with an upbeat aesthetic drawing from traditional Korean design.
  The campaign will be live until the end of this year. As the starting point, a brand film was created and shot on a massive soundstage
  
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• Fighting the war on plastic: The brands trying to break our plastic addiction

  19-09-2018 08:15
  Plastic waste has risen up the agenda among government, consumers and brands over the past year, fuelled by the BBC’s Blue Planet II series that shone a spotlight on the damage plastic waste is doing to the environment.
  Consumers’ perceptions of single-use plastics have shifted as a result. Some 44% of consumers say they have recently become more concerned about single-use plastics, according to a study by Kantar Worldpanel, while 70% plan to change their behaviour in some way
  
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• Innovation becomes key driver of corporate-NGO partnerships

  19-09-2018 08:00
  Businesses and charities are placing significantly more importance on strategic partnerships as they look to create meaningful relationships with consumers and drive innovation, according to C&E Advisory’s latest annual Corporate-NGO Partnerships Barometer.
  Three quarters of businesses (74%) suggest they are now engaged in deeper, problem-solving partnerships, a 61% increase on last year when 46% of respondents said the same.
  The importance of strategic collaborations between brands a
  
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• Pinterest partners with influencer agency, Obviously to extend branding potential

  19-09-2018 01:05
  Influencer agency Obviously has partnered with Pinterest to elevate branding potential and extend the reach of content creators.
  Obviously is a launch partner for Pinterest’s influencer marketing program and will become a Pinterest Marketing Partner under the Content Marketing specialty. The partnership opens doors for influencers in branding their content creation and expands marketing efforts to a larger audience through social platform Pinterest’s established user b
  
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• Kinder websites, app and YouTube channel banned under new ASA sugar rules

  19-09-2018 01:00
  The Advertising Standards Authority (ASA) has banned several ads from confectionary brand Kinder, under the watchdog’s tougher regime on marketing foods high in fat, sugar and salt (HFSS) to kids.
  The watchdog investigated three websites, an app and a YouTube channel for Kinder, after campaign group the Children’s Food Campaign complained. The ASA banned all but one of the websites, which are now unavailable in the UK. The watchdog also banned the brand’s YouTube channel, which
  
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• ASA bans William Hill ad served in Mario Kart app for targeting kids

  19-09-2018 01:00
  An ad for betting brand William Hill has been banned by the Advertising Standards Authority (ASA) after the watchdog concluded the campaign was targeting children. The ad was served to under-18s after Google’s ad placement program placed it in a Nintendo Mario Kart app.
  The ad, which appeared within an app called New Mario Kart 8 Trick, advertised William Hill’s online ‘Vegas games’, followed by a button which said ‘Install’. The app had a PEGI rating 3 &ndash
  
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