Marketing news

• DuPont reveals new brand identity as it transforms into an 'innovation company'

  04-10-2018 22:20
  For over 200 years, DuPont has been changing the science and chemistry landscape with its innovations. Now, the brand is looking to transform into the “new DuPont” by unveiling a fresh global brand identity and logo by Lippincott.
  According to the company, the new logo recognizes its heritage while conveying its focus on a customer-led innovation strategy and purpose-driven culture.
  DowDuPont announced in February 2018 that its Specialty Products Division would carry t
  
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• Goldman Sachs celebrates 10,000 Women with empowering campaign

  04-10-2018 21:51
  A campaign for Goldman Sachs is raising awareness of the firm’s signature philanthropic initiative, 10,000 Women, which supports female entrepreneurs in emerging markets around the world through access to business education, networking and capital.
  A television commercial highlights one of the program’s graduates in Lagos, Nigeria, Ayo Megbope, as she tells her personal story of empowerment and confidence. In the film, she is shown going about her daily tasks of running her business
  
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• TV Ad Spend Weekly: Gaga and Gosling steal the show and grab some NFL airtime

  04-10-2018 20:59
  Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most in newly-launched creative on US national broadcast and cable TV.
  Ad spend on national TV increased 10% the week of September 24, reaching a total of $1.1bn. NFL games accounted for 27% of all national TV ad revenue for the week, with advertisers investing $297m running sp
  
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• Creative Director’s Choice: Barton F. Graf’s Zoe Kessler on Baboon bag branding

  04-10-2018 20:46
  Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.
  This week, Barton F. Graf creative director Zoe Kessler states her love for Baboon’s duffel bag design and campaign.
  Show me entity :: 22950
  It was a typical Tuesday morning when I came across a Facebook post from a friend and fellow AD in advertising – “Michael Kushner starte
  
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• How Schweppes, Absolut and Peroni are appealing to cocktail lovers at London Cocktail Week

  04-10-2018 18:11 via campaignlive.co.uk
  The festival's hub is in The Old Truman Brewery, East London, but is also spread out at many bars across the capital.
  
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• How Schweppes, Absolut and Patrón are appealing to cocktail lovers at London Cocktail Week

  04-10-2018 18:11 via campaignlive.co.uk
  The festival's hub is in The Old Truman Brewery, East London, but is also spread out at many bars across the capital.
  
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• Sign up to our webinar on transforming the relationship between CMOs and CIOs

  04-10-2018 17:59
  The relationship between CMO and CIO has never been more crucial. As digital transformation envelops every area of the organisation, CMOs and CIOs need to work more closely together. This session presents the essential guide to managing (or disrupting) the relationship. It reveals what every ambitious marketer needs to know in order to make sure they’re making an impact, changing and growing their business.
  The panel features David Wheldon, CMO of RBS Group and president of the WFA; 
  
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• Watch out: Facebook Watch is coming

  04-10-2018 17:10
  At the end of August Facebook announced it was making its Watch video streaming service available to worldwide audiences.  Facebook Watch first launched in the US a year ago and it is the social channel’s move to compete in long-form content with the likes of Google’s YouTube.
  Despite securing some interesting creators and strong original video content industry reports suggest that it has a way to go yet attracting consistently regular viewers.
  It seems that Facebook Watch has g
  
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• What Instagram’s IGTV app means for brands

  04-10-2018 17:00
  For those who aren’t a fan of vertical video, I’m afraid it’s here to stay.
  Instagram’s new IGTV platform is now on the scene; designed to support its main app it allows users to upload longer video content. Some accounts can upload up to an hour of video content on IGTV if they have enough followers but most are capped at 10 minutes.
  IGTV could potentially rival YouTube. Influencers with big numbers on Instagram are able to keep everything in one place and those viewing
  
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• Stella Artois' 'Joie de Bière' uses social experiment to highlight slowing down and enjoying life

  04-10-2018 16:46
  Stella Artois has been promoting its ‘Joie de Bière’ philosophy for several months in the US, and now it's bringing the refreshing take on the famous phrase to the UK, highlighting the ridiculous, fast-paced nature of modern society and inspiring people it to make time for life’s simple pleasures.
  The definition of Joie de Bière is the joyful feeling one gets when they drink a chalice of Stella Artois, savoured over food, with good company.&nbs
  
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• Unilad administration latest: bidders emerge for debt-ridden media company

  04-10-2018 16:15
  Two bidders are already fighting it out for debt-stricken Unilad which today formally started the administration process in court, The Drum has learned.
  Unilad's publishing company Bentley Harrington is being pursued for over £6m by debtors including founder Alex Partridge and HMRC for £5m and £1.5m respectively.
  A source told The Drum that offers have been tabled for the fourth largest publisher on Facebook which could save it from liquidation.
  One document seen by The Dr
  
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• How marketers can better leverage the Amazon opportunity

  04-10-2018 16:11
  As Amazon, the second company to breach the trillion-dollar mark, continues its march towards global dominance in ever-expensing sectors, marketers cannot afford not to look at the potential opportunity or threat that it presents their own brand aspirations.
  Using research devised by Digitas to create the ‘Map of Amazon and its impact on Modern Marketing’ it is possible to develop an ‘Amazon strategy’ that chief marketing officers can take forward to promote their own pro
  
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• US Creative Work of the Week: Carvana delivers cars to New Yorkers in take out bags

  04-10-2018 16:00
  Take out in New York is done every day on a wide scale, but that scale got wider with auto dealer Carvana’s car delivery stunt in the Big Apple.
  The e-commerce platform for buying, financing and selling used cars – which also features a life-sized car vending machine – entered the biggest US market with as-soon-as-next-day vehicle delivery and it did it in signature New York style.
  Carvana made its presence known in Manhattan with a one-day integrated campaign to tell New Yorke
  
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• Finalists for The Drum Content Awards 2018 revealed

  04-10-2018 16:00
  It's time to reveal who has made it to the final stages of The Drum Content Awards 2018.
  This year, the judging panel was made up of industry experts from Wonderhood Studios, Burger King, Vice Media, News UK, ITV, Bloomberg Media Studios, LinkedIn, Endemol Shine, BCMA, Lego, Samsung and more. 
  Chair of the judging panel and chief executive officer of Wonderhood Studios, David Abraham said: "There is a massive volume of work  in this sector, growing exponentially. There i
  
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• How marketers can ensure their voice is heard by the rest of the C-suite

  04-10-2018 15:55
  Marketers have long been trying to shake off their ‘colouring-in department’ image and prove their value in the boardroom. But the only way that can happen is if CMOs are taken seriously by the rest of the C-suite and that comes from explaining the commercial value of marketing, understanding the wider business challenges and talking the language of the boardroom.
  For Alex Naylor, marketing director at Barclaycard, it is key to shift the conversation so marketing is seen as an enabl
  
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• Brand Film Festival London 2019 opens for entries

  04-10-2018 15:44 via campaignlive.co.uk
  Brand Film Festival London, the awards scheme and seminar from PRWeek and Campaign that celebrates brand storytelling, has opened for entries for a third year.
  
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• Asos and Uncommon break fashion conventions with inclusive clothing label

  04-10-2018 15:28 via campaignlive.co.uk
  Collusion offers an alternative to young people typically excluded from fashion.
  
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• Recommended reading: The power of empathy and standing out online

  04-10-2018 15:26
  Compassion Inc: Unleashing the Power of Empathy in Life and Business
  by Gaurav Sinha
  Have you ever wanted to learn how to create a successful business while being a force for good? Or how to future-proof brands in a post-materialistic world while living a compassionate and mindful life?
  In this book, businessman and entrepreneur Gaurav Sinha, who began his career in a clothing sweatshop in Delhi, aims to inspire readers to transform their world by adopting fresh perspectives on success in
  
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• Honda Civic's typographic film champions breaking from the norm

  04-10-2018 14:44 via campaignlive.co.uk
  Wieden & Kennedy London delivers an ode to those who take the road less travelled in a stylish ad for the Civic.
  
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• ‘The best way for agencies to serve clients is by working together’

  04-10-2018 14:39
  For years, agencies have wanted clients to see them as integrated, full-service and able to deliver all elements of the campaign (whether they actually do or not). Achieving this requires a different mindset; one that embraces openness and transparency and harnesses the power of synergy as the route to developing more meaningful and sustainable relationships with clients.
  The fundamental, and sometimes elusive, goal of the agency-client relationship is the ability to think fresh, be innovat
  
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• ICF joins ranks of business consultancies acquiring marketing agencies

  04-10-2018 14:34 via campaignlive.co.uk
  Creative and experiential agency We Are Vista has been bought by US-based ICF.
  
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• Viral publisher Unilad heading into administration with debts over £6m

  04-10-2018 14:27
  Viral publisher Unilad owes more than £6m to debtors and should enter administration, ruled Judge Clive Jones at the High Court of Justice in London Thursday (4 October).
  The Metro, reports that Unilad owner Bentley Harrington Limited owes £5m to company founder Alex Partridge, who after years of legal action is pursuing money promised to him by the fourth largest publisher on Facebook. 
  Bentley Harrington has agreed to file for administration. This is despite rep
  
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• The battles programmatic is yet to win in 2019

  04-10-2018 14:00
  As programmatic continues to grow as a channel, its strengthening hold on the industry is being held back by transparency, viewability and brand safety issues.
  Over the past year, there have been several landmark developments in the adtech sector, with programmatic tv coming into view and ad budgets moving from mobile web and into apps. Yet, programmatic remains beleaguered, and many marketers continue to be sceptical.
  The future of marketing and its current faults was the topic f
  
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• Campaign at 50: pictures from the night

  04-10-2018 13:39 via campaignlive.co.uk
  Last night, the greats of the advertising industry gathered to help celebrate Campaign's 50th birthday at a party held at One Marylebone, London. Here are some of the photographic highlights of the night.
  
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• How Microsoft plans to use AI to impact the entertainment industry

  04-10-2018 13:29
  Artificial intelligence (AI) tends to divide public opinion; some favor the developments made in tech, while others worry we’ve gone too far. Tony Emerson, head of global entertainment at Microsoft quashed fears and answered questions from The Drum editor Stephen Lepitak during the Edinburgh Television Festival, when he spoke about the company’s decision to invest in entertainment. He admitted that the company wasn’t actively involved in the sector, but revealed that it works c
  
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• Campaign50: Countdown of the 50 most effective celebrity campaigns (number 10 to 1)

  04-10-2018 12:47 via campaignlive.co.uk
  What are the top 50 best celebrity ads of all time? In the last of this five-part series, Hamish Pringle and Roger Ingham reveal all.
  
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• Acid-attack victims group crafts short film to call for change

  04-10-2018 12:44 via campaignlive.co.uk
  ASTI aims to highlight the increase in acid attacks in Europe.
  
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• Mother and daughter repair family bonds in latest Tui spot

  04-10-2018 12:42 via campaignlive.co.uk
  Tui is looking to dial up the "emotional storytelling" in its advertising with its second major campaign since rebranding from Thomson last year.
  
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• Pandora and SoundCloud join ad forces to reach a joint 100m US listeners

  04-10-2018 12:08
  Unlikely bedfellows Pandora and SoundCloud have partnered to join the dots on their ad networks and reach a combined 100 million Americans.
  From 2019, SoundCloud inventory will be sold through audio platform Pandora’s team in an exclusive US advertising and sales deal.
  SoundCloud's US ad inventory will be available to purchase through Pandora. This will grant access to SoundCloud’s newly built digital advertising capabilities, data targeting and audio programmatic sales.
  With both br
  
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• Business on the Move: Hyundai, Uber, Skyscanner, and more

  04-10-2018 12:00
  Welcome to The Drum's Business on the Move column, where we collate agency account news, reviews, agency launches, rebrands and acquisitions.
  Global wins
  Independent global creative agency Leagas Delaney has been appointed as one of the global creative agencies for Chivas Brothers whisky brand Ballantine’s. The agency has been briefed to connect the whisky brand with a younger audience and focus on Asian markets and global travel retail.
  ITV and RTL&
  
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• Starhub sheds 300 employees to carry out its strategic transformation plans

  04-10-2018 11:57
  Starhub will retrench 300 full-time employees as part of its strategic transformation plan to allow the telco to focus on its new businesses and its digitalisation efforts.
  The company said the employees that have been let go consists more than a tenth of its 2,500 full-time staff members and will come with a one-off restructuring cost of more than S$25 million.
  The layoffs will allow it to improve operational efficiencies and productive as it aims to become an industry-leading wireless and fibr
  
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• Amazon Prime Video's first campaign by Droga5 shows how TV binges can change your life

  04-10-2018 11:41 via campaignlive.co.uk
  The ads follow protagonists whose lives are transformed after becoming immersed in a Prime Video show.
  
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• Why China’s Golden Week is a golden opportunity for mobile payments

  04-10-2018 11:40
  This week in China is the second biggest annual holiday - Golden Week. For the uninitiated - think Easter, with the airports jammed with travellers going abroad, but with the difference being that nearly all are high net worth millennials, with shopping for high quality goods uppermost on their minds.
  Chinese visitors and their spending grow each year, and it is inevitable that this Golden Week will generate bumper sales for brands and retailers that know how to market to the tourist audience, b
  
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• The Marketing Society Brave Brand of the Year 2018: the shortlist

  04-10-2018 11:30 via campaignlive.co.uk
  The shortlist for The Marketing Society Brave Brand of the Year 2018 in association with Campaign, sponsored by IBM iX, has been revealed.
  
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• Jail time, creative culture & media buying: Deloitte on consultants cornering adland

  04-10-2018 11:30
  Creative digital consultancy Deloitte Digital has joined the chorus of management consultancies in Australia by urging advertising agencies to work with them - rather than seeing consultancies as competition.
  Senior executives at PwC, Accenture Interactive and KPMG had previously told The Drum they are not trying to displace agencies or steal talent. They have urged agencies to stop worrying about the emergence of marketing services within the consultancies and instead focus on doing their jobs.
  
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• Campaign launches #TellHerStory to promote women in the creative industries

  04-10-2018 11:26 via campaignlive.co.uk
  Campaign is launching a content series and event designed to help women in advertising maximise their influence and career potential.
  
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• Automation and AI are not optional in travel

  04-10-2018 11:09
  Travel is one of the largest ecommerce markets, and brands within it are best placed to take advantage of automation. There are so many players: hotels, airlines, booking platforms, travel agents, comparison sites... Automation is not a choice; everyone in this sector needs to operate at scale. According to eMarketer, the total digital spend in travel is estimated to reach $8.28bn by 2020 and 50% of brands in travel are now buying ads programmatically. Everyone loves talking about chat
  
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• Good call: Four ways to sharpen your decision-making

  04-10-2018 11:00
  The power of persuasion
  A study from Columbia University found that on average, most people are stalled by more than 70 decisions a day. Every day. All across the land, marketers are crafting plans designed to persuade, cajole and coax their target audiences to experience this sentiment or to take that action. After all, the art of influence is a key part of our arsenal; we understand the levers that can be pulled and the dials that can be turned to help shape the decision-making process.
  While
  
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• Video: telling more than just story on mobile

  04-10-2018 09:55
  Adland is filled with storytellers; in fact it’s the storytellers who keep the industry alive. Yet as technology evolves and devices change to become more compact, it’s inevitable that marketers need to consciously prepare for adapting too. Screen sizes are becoming smaller – or larger in some cases – so creating video with mobile in mind should be essential. Although you’d be surprised how few marketers do this…
  The Drum and our partners Spredfast are hostin
  
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• WPP names Pretorius chief technology officer and Pattison chief client officer

  04-10-2018 09:40 via campaignlive.co.uk
  Mark Read has also detailed the responsibilities of Andrew Scott, who was named chief operating officer in September.
  
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• Liverpool FC signs AXA as global insurance partner

  04-10-2018 09:30
  Liverpool FC has signed insurance brand AXA as its global insurance partner in a multi-year partnership.
  As part of  the agreement, AXA will work with the club’s men and women teams, managers, coaches and health professionals to promote well-being and lifestyle and will also host a range of events and experiences for fans globally.
  AXA further aims to raise its brand awareness and visibility across LFC's global markets, particularly Asia.
  Billy Hogan, managing director and chief
  
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• Brands that do social purpose well, have an opportunity to make a real difference: Diageo

  04-10-2018 09:00
  Marketers have huge influence over the content people consume, the messages they receive and the way that stereotypes are built or challenged, believes head of global media partnerships at Diageo, Jerry Daykin.
  As chairperson of The Drum Social Purpose Awards judging panel, Daykin says that marketing with a powerful social purpose can mean hugely direct initiatives, but it can also mean building better thought and representation into all of your work.
  “It’s naive to think that social
  
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• EE brings 4G-powered outdoor screenings to rural communities

  04-10-2018 08:45 via campaignlive.co.uk
  The partnership with Bafta celebrates EE's 4G network.
  
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• EE brings 4G-powered outdoor film screenings to rural communities

  04-10-2018 08:45 via campaignlive.co.uk
  EE launched the initiative, in partnership with BAFTA, with the world's first 4G cinema in the sky experience.
  
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• Timberland partners Hearst for talks and masterclasses

  04-10-2018 08:44 via campaignlive.co.uk
  Outdoor footwear brand will present live talks and masterclasses in Covent Garden.
  
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• Timberland joins with Hearst for talks and masterclasses

  04-10-2018 08:44 via campaignlive.co.uk
  The outdoor footwear brand is teaming up with Hearst magazine brands Elle and Cosmopolitan for three days of live talks, interviews, workshops and masterclasses.
  
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• Richard Shotton: Marketers are missing out because of a fear of being different

  04-10-2018 08:30
  Rick Barry is a basketball legend, one of the best short forwards ever. Nicknamed the Miami Greyhound for his speed and slight frame, he scored more than 25,000 points in his career.
  There was one area in particular where he excelled: taking free throws. He converted 90% of his shots – the best performance ever when he retired in 1980.
  The 6’ 7” player attributes his success to a rarely used technique. In stark contrast to other athletes he held the ball between his legs and t
  
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• Instagram opens London pop-up to showcase brand partners

  04-10-2018 08:22 via campaignlive.co.uk
  The event features six fashion brands alongside beauty and lifestyle offers.
  
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• Why future success on the high street could mean collaborating with ‘frenemies’

  04-10-2018 08:00
  The Colour Lab in the new Beauty Hall of the Future concept at Debenhams’ Watford store.In 2018 the role of retail stores is being called into question like never before. As chains across the UK weigh up the costs associated with a sprawling store estate, business continues to boom for online fast fashion players like Boohoo, which saw sales rocket 50% during the first six months of 2018.
  These digital businesses keep margins down by avoiding the rents and rates of the high street, putting
  
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• Apple, Google and Amazon 'best global brands' - Facebook falls to 9th

  04-10-2018 01:00
  Apple and Google have held firm at the top of Interbrand's 'best global brands' report for the sixth consecutive year.
  The report values brands based on multiple criteria such as the financial performance of the brands, their role in purchase decisions and their competitive strength, among other variables. 
  Apple retains the top spot and becomes the first brand to reach a valuation of $200bn. Google’s brand value increased by 10% to $155.5m, and Amazon, which annou
  
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