Marketing news

• Unilever is pushing for long-term partnerships with influencers in fight against fraud

  03-10-2018 22:40
  Unilever is urging the industry to forge long-term “purposeful” relationships with influencers and monitor KPIs other than reach in order to tackle fraud in the sector.
  The conglomerate’s executive vice president for global media, Luis Di Como, added strategic colour to chief executive Keith Weed’s promises made in Cannes this year: namely that Unilever will never buy followers or work with influencers that buy followers.
  Di Como confirmed that Unilever will continue to r
  
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• Steve Jones goes 'Off the Grid' in Channel 4 mini series for Emirates

  03-10-2018 18:40
  Emirates has teamed up with Channel 4 to create two ‘Off the Grid’ 15-minute destination guides, designed to coincide with both the Singapore and Tokyo Formula 1 Grand Prix events, of which the airline is a global partner.
  The All 4 Originals series sees Welsh F1 anchor Steve Jones get on board, along with two sporting MBEs: footballer Kelly Smith and F1's very own David Coulthard. 
  In the first episode, which is timed to dovetail with the 2018 Singapore
  
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• WW's brand boss Gail Tifford on putting members at the heart of its bold pivot to wellness

  03-10-2018 18:00
  Last week, Weight Watchers announced the surprising decision to rebrand to WW and shift its strategy to focus on wellness. Many in the industry were left baffled by the decision to pivot away from a 55 year-old global identity towards one with no prior brand equity – but chief brand officer Gail Tifford believes the business has sent out an “incredibly powerful” statement in doing so.
  Since February, the recently-instated marketer has been leading the charge
  
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• Barron's relaunched web experience gives readers and advertisers a clean look at investing

  03-10-2018 17:50
  Barron’s, the Dow Jones Media Group (DJMG) publication dedicated to investing, has undergone a redesign of its web experience, tearing down its old page to make room for a clean, novel interface for its readers and advertiser partners. The media group under Dow Jones had already gone through a busy year, signing on Conde Nast vet Josh Stitchcomb as chief revenue officer for DJMG and the larger Dow Jones umbrella, and through Barron's lifestyle imprint Pen
  
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• Preparing for a no-deal Brexit: the marketing industry whitepaper

  03-10-2018 16:55
  As the government begins releasing white papers on the likely impact of a no-deal Brexit on different sectors of the economy, I was inspired to produce one for the marketing sector and specifically for promotions – where operating across Europe is already complicated by differing legislation.
  While the situation remains mired in confusion and controversy on a political and diplomatic standpoint, and could drag on for longer than the next six months, marketers cannot allow this to let them
  
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• Samsung reimagines iconic nudes to promote its modern masterpieces

  03-10-2018 16:33
  Samsung has reinvented classic masterpieces with an outdoor marketing campaign promoting its QuickDrive washing machine. The electronics giant is attempting to show its appliances, like iconic statues, are built to last.  
  With a fresh take on gender politics, the campaign references Samsung’s new research that found out that 75% of men have little or no idea how to operate the domestic appliances they have at home. What better way to visualise this than reimagining two famous ma
  
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• Nanda Marth joins WPP Health & Wellness UK as executive creative director

  03-10-2018 16:27
  Sudler London bolsters its management with the appointment Nanda Marth as executive creative director at new WPP Health & Wellness UK head quarters.
  Nanda boasts of over 10 years blue chip consumer experience with agencies spanning from Brazil to the UK. More recently she worked at Havas and before that TBWA and Langland.
  She will lead the creative strategy and delivery, working with team based in Sudler’s London office. Nanda will report directly into Tara Page, Sudler London&rsq
  
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• RBS takes inspiration from Amazon and Uber as it puts focus on customer experience

  03-10-2018 16:11
  The Royal Bank of Scotland (RBS) and its Irish subsidiary Ulster Bank are taking learnings from the likes of Amazon, Uber and SkyScanner in order to “keep up” with consumer expectations of “one-click” digital experiences.
  But according to RBS’s commercial business and private bank marketing director, Maeve McMahon, and Ulster Bank’s head of commercial excellence, analytics and consumer insights, Jim McCormick, in order to do that they’ve
  
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• Isobar India wins digital mandate for Marks & Spencer

  03-10-2018 16:01
  Isobar India, the digital agency from Dentsu Aegis Network, has bagged the digital mandate for iconic British retailer Marks & Spencer.
  The agency won the account following a multi-agency pitch and will now manage it from its Delhi office.
  Commenting on the association, James Munson, managing director of Marks & Spencer said, “We look forward to working with Isobar India as our digital partners. Isobar demonstrated a well-rounded understanding of M&S and our audience, which has
  
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• A third of retailers are ‘losing sleep’ over the impact of Amazon

  03-10-2018 16:00
  32% of marketers have admitted to losing sleep due to fears about how Amazon will impact their business, according to a new survey released by full service digital agency Greenlight.
  The survey also revealed that 29% of marketers have yet to address how they will deal with the dominance of Amazon within the marketplace. Over a third of respondents (39%) were also concerned by the online retailer’s monopoly within the retail sales market for events including Cyber Monday and Prime Day, alon
  
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• Tesco brings value focus ‘to life’ as it takes on Aldi and Lidl

  03-10-2018 15:47
  Tesco is shifting marketing focus to put the emphasis on value as it looks to take on Aldi and Lidl and their price and quality messaging with a communications push of its own.
  That focus will see in-store communications start to promote its ‘Exclusively at Tesco’ range. This used to be known as Tesco Value but has been overhauled under CEO Dave Lewis and chief customer officer Alessandra Bellini, starting with the launch of the controversial Farm Brands but now including 16 brands
  
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• Heseltine leads Campaign's 50th-anniversary celebrations

  03-10-2018 15:06
  Campaign marked 50 years of covering the ad industry at a party in central London last night.
  
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• Sorrell and MediaMonks to talk at exclusive Campaign breakfast

  03-10-2018 14:49
  This will be the first time the new S4 Capital executive chairman and MediaMonks' chief executive are appearing on stage together.
  
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• Molly Fleming: Ryanair’s profit warning shows budget airlines can no longer rely on price alone

  03-10-2018 14:43
  It has been a tricky couple of days for budget airlines. On Monday, Ryanair issued a profit warning, telling investors its profits would be 12% lower than expected and dropping its guidance from £1.2bn to £978m.
  That night, Danish budget airline Primera Air collapsed leaving European consumers stranded, some as far away as New York.
  Both stories highlight the vulnerable situation low-cost airlines find themselves in. The problem with positioning a brand purely on cost is that t
  
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• Mortality rate: The shelf life of a brand

  03-10-2018 14:25
  Which brands will be around for ever? Can having a social purpose boost a brand’s lifespan? And, how come all the brand love in the world can’t stop a brand from dying out? These are some the questions debated by a gathering of marketers and marketing experts at the Immortal Brands Breakfast roundtable hosted by Southpaw as part of its Brand Mortality study. 
  The roundtable, which was chaired by The Drum editor Stephen Lepitak, included Fever Tree’s global brand direc
  
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• Tesco readies advertising blitz for low cost own-brand range

  03-10-2018 14:13
  Four months after rebranding its ‘Everyday Value’ own-brand range to ‘Exclusively at Tesco’, the retailer revealed plans for an advertising blitz as it looks to aggressively promote the low-cost offering to stave off competition from Aldi and Lidl.
  The own-brand range was developed with the sole intention of rivalling the German discounters, with Tesco benchmarking the price and quality of the brand against the two.
  Though Tesco is only 80% complete with the overhaul
  
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• US Creative Works: featuring Translation, Anomaly, Droga5 and more

  03-10-2018 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 submi
  
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• Rubicon Project Summit 2018: Transparency in the post-GDPR era

  03-10-2018 13:45
  2018 has been a year of great change – from the new GDPR legislations enforced in May to Sorrell’s departure from WPP in April and everything else in between! The theme of transformation therefore held centre stage at Rubicon Project’s ‘Summit 2018’ in London last week on September 27. Speaking with Rubicon Project’s UK MD Stephen Wing at the event, he added “we have seen a huge amount of change and transformation, across our business and the digital mar
  
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• Could Tim Berners-Lee's 'people-empowered' internet really threaten Facebook and Google?

  03-10-2018 13:24
  The father of the web's new venture could disrupt the digital advertising model as we know it, but ad industry chiefs are sceptical that consumers are willing to take on the bother and cost of stewarding their own data.
  
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• The next digital revolution: What brands should do now

  03-10-2018 13:11
  The integration of digital and physical technologies heralds the imminent arrival of a new digital revolution. For brands – especially those still struggling to get to grips with data – capitalising on the opportunities created by the new ‘Industry 4.0’ could be daunting. Yet all can benefit by self-optimising for the opportunities and challenges that lie ahead today.
  From artificial intelligence and analytics to robotics, connected cities to smart homes and the internet
  
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• Tangent announces four senior hires to boost agency offering

  03-10-2018 12:53
  Digital customer experience agency, Tangent, has announced four appointments to its senior leadership team following a number of new business wins.
  Andy Eva-Dale joins the company as technical director, from WPP’s Possible where he led the groups technical relationships with clients including Manchester City FC, Grant Thornton and Aston Martin.
  Sam Ladlow has been hired as associate creative director, having worked for Sapient, leading projects for British Airways, Barclays and Lynx.
  Carol
  
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• Top 10 most inspirational independent agency leaders revealed

  03-10-2018 12:39
  Founded six years ago, BenchPress, an annual agency benchmarking report commissioned by The Wow Company, has grown to become the largest survey of independent agency owners in the UK. Having previously identified the UK’s most inspirational agencies, this time round we focus on the independent agency leaders that are inspiring the rest of the industry…
   
  Wil Reynolds of Seer
  Show me entity :: 22908
  Voted as the most inspirational person by fellow agency owners is Wil Reynolds.
  
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• Uber seeks agency for driver recruitment campaign in London

  03-10-2018 12:37
  Uber is hunting an agency to develop a campaign to position the company as an employment brand in London, The Drum understands. 
  The ride-hailing tech company is looking to rebuild its reputation in the city after a number of protests by employees over pay and position it as a career-building brand for its drivers. 
  No shortlist has yet been formed for what is set to be a project-based appointment with Uber believed to have tasked Creative Brief with curating a list of potential market
  
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• ITV ‘no interest’ in bidding for Big Brother and Peaky Blinders studio Endemol Shine Group

  03-10-2018 12:16
  ITV has ruled itself out of bidding for up-for-sale Dutch production company Endemol Shine.
  The scripted production house behind the likes of Black Mirror, Peaky Blinders, 8 Out of 10 Cats, Benidorm, Big Brother, Broadchurch, Humans and Masterchef has been the point of speculation over the last few weeks over a potential acquisition form one of the major broadcasters.
  All3Media, backed by Liberty Global, and Banijay, a French production company backed by Vivendi, are both sti
  
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• Planning guru Charlie Robertson dies

  03-10-2018 11:59
  Robertson founded 'virtual planning' network Red Spider and had also worked at BMP, GGT and BBH.
  
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• Facebook: there's 'no evidence' third-party apps were impacted by data breach, yet

  03-10-2018 11:46
  Following confirmation that at least 50 million Facebook accounts were compromised by hackers last week, the social network claims to have found "no evidence" that the data breach extended to third-party accounts users may have linked to their profiles. 
  Over the past few days, there's been some concern that the vulnerability would have a wider-reaching impact than first anticipated. Questions were raised about whether outsiders gained access to any external apps users' had l
  
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• The Guardian to relaunch Guardian Weekly newspaper as a magazine

  03-10-2018 11:19
  The Guardian is relaunching its international Guardian Weekly newspaper as a news magazine.
  The move brings to an end almost 100 years of the Guardian Weekly newspaper which has been published since 1919 and has a circulation of 42,000 (32,000 being subscribers) across 170 countries. 
  In its place, the new magazine will arrive on newsstands and with subscribers from Thursday 11 October. It will be published in three editions – Australia, North America and global – and
  
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• Apple retains crown as world's most valuable brand as Facebook value sinks

  03-10-2018 11:15
  Apple has beaten Google to the top, with Amazon in third place.
  
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• Apple regains crown as world's most valuable brand as Facebook value sinks

  03-10-2018 11:15
  Apple has beaten Google to return to the top, with Amazon in third place.
  
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• Face-reading tech claims it can measure how attention-grabbing ads are

  03-10-2018 10:45
  Advertisers will be able to see the volume and quality of attention their content attracts via Realeyes' tool.
  
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• Television and the race for live viewers

  03-10-2018 10:21
  From the World Cup to Wimbledon to the NBA Finals to Major League Baseball, there has been no end to the live sports coverage happening this summer (or any summer for that matter). But amidst the ongoing excitement of overtimes and walk off home runs, another contest is taking place: the race between digital streaming and traditional TV to reach the eyeballs of sports fans everywhere. In fact, 47% of viewers worldwide are watching more live-events on digital platforms than they were last year. A
  
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• Rosie Arnold to receive industry recognition at The Drum Advertising Awards

  03-10-2018 10:03
  Rosie Arnold, AMV BBDO’s creative partner and head of art, is to receive the lifetime achievement award at the The Drum Advertising Awards in November.
  Arnold, who left BBH where she was deputy executive creative director in 2016 after 33 years, will be recognised for her years of work and for how she has helped encourage others to develop their own careers in the advertising sector along the way.
  This year, the theme of the awards will be that ‘Advertising is not a dirty word’
  
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• ASA defends Lloyds strapline as 'advertising puffery' in ruling

  03-10-2018 10:01
  The ad watchdog has allowed Lloyds to keep using its 'By your side' strapline, rejecting a complaint from Keystone Law that it was misleading.
  
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• Which campaign will take home Game Changer of the Year?

  03-10-2018 09:58
  The Campaign Event Awards' Game Changer of the Year category will be contested by five activations including buses powered by coffee and a Hollywood movie trailer. Here's a recap of the shortlisted work.
  
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• Which agency will take home Game Changer of the Year?

  03-10-2018 09:58
  The Campaign Event Awards' Game Changer of the Year category will be contested by five activations including buses powered by coffee and a Hollywood movie trailer. Here's a recap of the shortlisted work.
  
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• Teads wins deal to sell outstream video ads on Apple News in UK

  03-10-2018 09:35
  Advertisers will be able to buy video ad inventory across a swathe of publishers on Apple News in the UK for the first time, reaching a potential audience of up to 11 million Britons.
  
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• Samsung gives iconic sculptures domestic makeover

  03-10-2018 09:11
  Reinterpreted sculptures include Michelangelo's David and Rodin's The Thinker.
  
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• From FHM to ShortList: Mike Soutar reflects on how advertisers moved beyond lad culture

  03-10-2018 09:00
  Once upon a time, the much-maligned lads’ mag was “the most profitable thing ever,” says Shortlist Media chairman Mike Soutar. Tastes have changed, maybe men have too – but are there lessons that could be learned from the titillating titles of old?
  He admits the lads' mag was a licence to print money in the 90s. Having edited FHM and then Maxim, he was in the driving seat during an “amazing moment in men's magazines”.
  Lads’ mags sales
  
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• Vice and Levi's addresses mental health issues in the Australian music industry with six-part series

  03-10-2018 08:53
  Vice and Levi's have launched a six-part series aimed at tackling mental health in the music industry in Australia and provide utility for those in need of help.
  Calling the statistics around suicides and mental health issues faced by artists in Australia ‘alarming’, the ‘Tune Up’ series was created by both brands to support music industry charity Support Act for the October’s Mental Health Awareness Month.
  The series will be hosted on Vice’s music channe
  
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• Singapore Tourism Board targets Indian millennials with soundscape of Singapore

  03-10-2018 08:47
  Singapore Tourism Board (STB) has partnered with music channel Vh1 India to launch a music video titled ‘Unstoppable’ to attract Indian millennials.
  The music video features artists from both India and Singapore like Raja Kumari, Midival Punditz and B-boying crew Radikal Forze. Midival Punditz was responsible for all the musical arrangements, incorporating sounds of daily life, like trains and tea-lady, recorded in Singapore.
  Unstoppable is directed by Shai and also features Tan
  
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• Turkey of the Week: Fiat's cliched coming-of-age ad misses a key point

  03-10-2018 08:45
  Owning a car is no longer the ultimate symbol of growing up.
  
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• What’s in Sorrell’s playbook with S4 Capital?

  03-10-2018 08:38
  You can’t keep Sir Martin Sorrell down, or out of the news. 
  Shares in Sir Martin’s new venture, S4 Capital Group, were last week re-admitted to the London Stock Exchange's Main Market. 
  The relisting of the shares follows Sorrell’s taking the helm at Derriston Capital back in May (shares were suspended immediately), its reverse merger into S4 and subsequent £288m acquisition of Dutch content and digital production firm MediaMonks.
  
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• Lloyds escapes ad ban after Noel Edmonds complaint

  03-10-2018 01:01
  Lloyds Bank has been cleared of “misleading” advertising claims after a complaint brought by Keystone Law on behalf of victims of financial fraud, including Noel Edmonds, was dismissed.
  The complaint centred around an ad, shown earlier this year, in which a black horse is shown galloping through the countryside. During the ad, a female voice says: “Yesterday, today and tomorrow, we have been and always will be by your side”. Text at the end of the ad states “By you
  
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