Marketing news

• Objects in Apple iPhone XS are larger than they appear in ‘Growth Spurt’ ad

  28-09-2018 22:30
  When taking pictures with the new iPhone XS or iPhone XS Max, prepare for the subjects of said photos to grow exponentially. That’s the concept behind the latest ad by Apple for its largest display ever for an iPhone.
  Earlier this month, Apple unveiled the iPhone XS and iPhone XS Max, featuring an all-screen design and the huge display. Debuting September 29, the latest film from the brand, titled ‘Growth Spurt,’ highlights the display on
  
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• ESPN appoints 15-year vet Laura Gentile its top marketer

  28-09-2018 22:12
  ESPN has announced the appointment of Laura Gentile as the network's senior vice president of marketing.
  Gentile and her team will be responsible for developing and managing all aspects of the ESPN brand across all media and building upon a catalog of award-winning creative. Additionally, she will focus on expanding the brand’s reach to new audiences and sports fans.
  The 15-year veteran of the sports network started her career in 2003 as director of advertising and marketing. Gentile rose
  
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• Reaction: Facebook advertisers on alert as network breach exposes 50m user accounts

  28-09-2018 20:11
  Facebook has confirmed almost 50 million of its user accounts have been compromised following a hacker attack on its network earlier this week (25 September).
  The company today (28 September) announced attackers had exploited a weakness in its ‘view as’ tool, which allows users to see what their profile looks like to someone else.  The ‘view as’ feature has subsequently been temporarily removed from the platform.
  Facebook said specific posts containing personal
  
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• Facebook advertisers on alert as network breach exposes 50m user accounts

  28-09-2018 20:11
  Facebook has confirmed almost 50m of its user accounts have been compromised following a hacker attack on its network earlier this week (25 September).
  The company today (28 September) announced attackers had exploited a weakness in its ‘view as’ tool, which allows users to see what their profile looks like to someone else.  The ‘view as’ feature has subsequently been temporarily removed from the platform.
  Facebook said specific posts containing personal information
  
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• Isobar and Buick utilize Google’s Director Mix for a comprehensive campaign

  28-09-2018 19:46
  Global digital agency, Isobar, recently teamed with Buick for a campaign utilizing Google’s advertising beta tool, Director Mix. The agency states that Buick is the first US automaker to utilize the tool in a comprehensive national campaign. 
  The campaign is comprised of more than 30 dynamic 15-second pre-roll ads born out of core creative to capture in-market shoppers’ attention.
  Isobar was responsible for developing the audience strategy, content mapping and creative conceptin
  
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• Unilever among brands in new council to clean up digital marketing

  28-09-2018 19:43
  U7 is Unruly's answer to trust and transparency issues in adtech.
  
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• P&G among brands in new council to clean up digital marketing

  28-09-2018 19:43
  U7 is Unruly's answer to trust and transparency issues in adtech.
  
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• UK media consultancy ID Comms launches stateside

  28-09-2018 18:52
  ID Comms, a UK-based media and advertising consultancy, is set to open a dedicated New York City office serving US-based chief marketing officers, media directors and procurement executives.
  The outpost will be led by co-founder Tom Denford, who will assume the position of North America chief executive.
  His relocation comes off the back of ID Comms’ handling of a number of global and North American media reviews. The company has advised for LVMH, Mars, HSBC, Puma and GSK in 2018 alone, lea
  
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• Marketers’ video ad options are on the increase

  28-09-2018 18:13
  Video is undergoing a monumental shift. While it retains its premium value, there are now more ways than ever for marketers to reach audiences with video. At last week’s Dmexco trade show in Cologne, it quickly became clear that in the time since last year’s show, vendors had been working away on creating new forms of video inventory.
  Video is already responsible for a huge proportion of today’s mobile data usage, and there’s one standout reason why this has skyrocketed:
  
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• YouTube Ads launches new capabilities for more effective video

  28-09-2018 17:56
  Using extensions, Vodafone drove a 2.3x incremental lift in ad recall and a 3.5 percent CTR -- a 785 percent increase over its regional benchmark.
  
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• Mark Ritson and Facebook’s Steve Hatch to share the stage at the Festival of Marketing

  28-09-2018 17:44
  Marketing Week columnist Mark Ritson will be joined by Facebook’s vice-president of Northern Europe Steve Hatch on the Headline Stage to close day two of this year’s Festival of Marketing.
  The two will discuss the future of marketing, covering topics such as trust and transparency, traditional and digital media channels, and disruptive technologies.
  Before joining Facebook, Hatch worked at agencies, including Y&R, Omnicom and WPP where he spent 15 years, with his final role as C
  
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• Channel 4 awards £1m diversity in advertising prize to RAF and Engine

  28-09-2018 17:27
  The Royal Air Force and Engine beat three other finalists to win £1m of commercial airtime on Channel 4.
  
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• Stella Artois celebrates the 'Art of Living' in film series featuring artisans

  28-09-2018 16:47
  Stella Artois states in its ‘Joie de Biere’ campaign that it believes that life is most enjoyable when every moment is savoured. In a new digital series, ‘The Art of Living,’ as part of the campaign, the brand highlights people who have “mastered the art of living” through their professions and passions.
  The films will debut this month across Facebook platforms including Instagram, Instagram Stories and in a first for the brand, Instagram TV. Using expand
  
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• A ploy to advertise advertising (and the awards) with One Minute Briefs

  28-09-2018 16:45
  If the very word ‘advertising’ makes you shudder in your skin, then we dare you to not to smirk, smile or sneer at our resurrection and reclamation of the word with our #LongLiveAdvertising campaign to rally up support for The Drum's upcoming Advertising Awards.
  While some may think the advertising industry has had its day, we beg to differ. Which is why The Drum and the guys from One Minute Briefs have asked the public to submit their favourite gags to remind you of the po
  
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• Have marketers lost their common sense?

  28-09-2018 15:32
  Renault’s vice-president of global brand strategy laments the amount of time he spends stuck on committees and working in spreadsheets, while Bella Italia’s head of digital says her board doesn’t even care about the cost per impression (CPM). Their shared frustration? Marketers have lost their common sense.
  Driven by an obsession with data, KPIs and the thrill of being able to watch return on investment in real-time, conversations at Ad:tech London yesterday (27 September) sug
  
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• Words of advice for aspiring global marketers from Emirates, Tata, Pfizer and more

  28-09-2018 15:31
  As part of the World Federation of Advertisers (WFA) partnership with The Drum to find the next Global Marketer of the Year, we asked the judging panel for some words of advice for marketers. 
  Read their pearls of wisdom below, including advice on transparency,  team management and client partnerships.
  What's the one unspoken question that marketers and their agency partners need to ask themselves?
  Jori Bindels, vice president corporate communications, mar
  
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• Easyjet re-engineers booking experience for Instagram generation

  28-09-2018 15:22
  Users can put an Instagram picture of a place into the easyJet app to find out the best flight options to get there.
  
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• HomeServe is getting a better return on marketing activity post-GDPR

  28-09-2018 14:56
  Insurance provider HomeServe has seen an increase in marketing effectiveness since the introduction of the General Data Protection Regulation (GDPR) despite the fact it is now communicating with a smaller pool of consumers.
  The business, which provides home emergency cover, uses a combination of legitimate interest and opt-in consent, depending on the type of marketing it is doing.
  HomeServe’s core business model is based on “affinity partnerships”, so it works with water
  
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• You don’t need unicorns – you just need to know how to grow horns

  28-09-2018 14:44
  I started my career in new business. I’m now chief executive, and I’m still just as passionate (maybe even more so) about hiring new business talent than when it was my sole focus. Partly because it’s always been a tough area to hire for, and one that so many agencies struggle with. But mostly because we’re no longer focussed on hiring for the current business landscape – we’re hiring for the new business landscape of 2019 and beyond. If you’re not doing
  
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• Next, Nike & Cadbury: 5 things that mattered this week and why

  28-09-2018 14:38
  Next dumps TV and print for digital
  Next is cutting TV, print and direct mail marketing spend for digital, claiming it is seeing “impressive” results from the latter, while ROI from the former isn’t what it used to be.
  The retailer’s digital marketing spend is set to rise by 125% year on year for the 12 months to the end of January 2019, from £12m to £28m. Meanwhile, its budget for direct mail, print and TV will be cut by 51% from £23m to £11m.
  Ne
  
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• BBC marketer Philip Almond departs to set up own consultancy

  28-09-2018 14:13
  BBC’s director of marketing and audiences, Philip Almond, will leave the business in the coming weeks to launch his own consultancy.
  The BBC said his £211,000 a year role will not be replaced. Instead, Kerris Bright – who joined the broadcaster as chief customer officer in June from Virgin – will assume responsibility for his teams, which included its license fee units and CRM.  
  Almond has been at the BBC for six years, having joined from Diageo where he was global
  
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• MediaMonks CEO: 'My life changed utterly in the last few weeks'

  28-09-2018 13:14
  Victor Knapp shares his new ambitions with the backing of Martin Sorrell and public money.
  
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• Adwatch: Google succeeds where EE fails in humanity test

  28-09-2018 11:49
  Google Home Mini and EE TV both use warmth in their ads but only one really pulls it off, Kate Wheaton, director of strategy at TMW Unlimited, says
  
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• Ketel One combines brunch and potting sheds at Harvey Nichols

  28-09-2018 11:30
  Guests can pick their own fresh herbs to add to their Bloody Mary, accompanied by a classic brunch menu.
  
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• Which agencies produced the best ads of the past 50 years?

  28-09-2018 09:53
  To celebrate 50 years of covering groundbreaking, business-changing creative work, Campaign selected the absolute cream of the crop to produce a list of the 50 brands with the best ads.
  
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• Esquire Townhouse to return with LG and Breitling

  28-09-2018 09:40
  There will be a Breitling 'loft', while LG will host a sports clubhouse and a screening room.
  
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• Accenture Interactive reveals 'very strong' revenue growth

  28-09-2018 09:33
  Estimated revenues would make Accenture Interactive about the same size as Interpublic.
  
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• Grey appoints Eduardo Maruri to head Europe

  28-09-2018 09:26
  Maruri takes over from Alain Groenendaal and will begin his role in October.
  
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• Spotify to celebrate podcasts with Sunday Twitter takeover

  28-09-2018 09:20
  The music-streaming service is using the social platform's First View offering to ensure UK users will see its ad first on International Podcast Day.
  
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• Hotpoint brings food-waste initiative to pop-up cafe

  28-09-2018 09:15
  Menu features items made with some of the most commonly wasted foods to show diners how leftovers can be turned into tasty meals.
  
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• TfL's top marketer: ‘If we took account of every complaint, we might never run any advertising’

  28-09-2018 09:00
  Transport for London (TfL) has faced a number of advertiser-related challenges in recent years, drawing it into arguments over what is and isn’t acceptable marketing.
  It is awaiting the outcome of a government review to potentially ban junk food ads and is in the midst of an initiative to ensure that ads are more reflective of the people using its services. But it’s accepted that it will never be able to please everyone.
  TfL’s advertising policies have been under the gaze
  
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• Exide urges people to be driven by passion with #WhatDrivesYou campaign

  28-09-2018 04:28
  Indian battery company Exide has collaborated with speedcuber Siddhikant Mishra to encourage people to be driven by their passion.
  The campaign #WhatDrivesYou, conceptualised by J Walter Thompson Kolkata, features Mishra solving the complex patterns of three Rubik Cubes in a few flicks of his fingers within 39 seconds. 
  Uttio Majumdar, chief marketing officer, Exide said: “For a brand as dynamic and driven like Exide, it’s always great to celebrate the relentless spiri
  
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• Indian footwear brand Liberty ventures into lifestyle sector to attract millennials

  28-09-2018 04:09
  Liberty has forayed into lifestyle retail with the launch of a new business venture, Liberty Lifestyle, to expand its portfolio and attract shoppers from small cities.
  To kickstart its new venture, Liberty has unveiled its first range of perfumes to tap into the increasing demand of perfumes by the Indian audience. The range consists of twelve fragrances with six for men and six for women. Liberty Lifestyle is further launching an e-commerce website to boost its sale.
  According to Adesh Kumar Gu
  
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• WPP ushers in a new era of ‘warmth’ by doubling down on UN Women partnership

  28-09-2018 02:27
  WPP is intensifying and refocusing its support of UN Women, committing to enhanced media plans and dedicated creative executions as the holding company enters a more caring era under Mark Read.
  Read, who was confirmed as the successor to Sir Martin Sorrell earlier this month, has also signed WPP up to the UN’s Women’s Empowerment Principles – a guide for businesses on how to empower women in the workplace, marketplace and community.
  Lindsay Pattison, WPP’s chief tran
  
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• Consumers ‘nervous’ as confidence stays stuck in the doldrums

  28-09-2018 01:01
  Consumer confidence slipped by two points in September as concerns about the economic situation hit people’s outlook.
  According to GfK’s consumer confidence index, the overall score was down two points this month compared to August to -9. That means consumer confidence has been trapped in a narrow range of between -7 and -10 all year, with the last positive month in January 2016.
  While people’s perceptions of their own financial situation are slightly positive (+1 and +5, see
  
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