Marketing news

• P&G builds accessibility into bottle design with tactile markers for the blind

  11-10-2018 22:37
  P&G’s march for better inclusivity in the workforce has crossed into product design with the addition of small tactile notches for consumers with a visual impairment on Herbal Essences’ shampoos and conditioners.
  From January 2019, Herbal Essences’ Bio Renew shampoo bottles in North America will feature four line indentations near the bottom of the container, while conditioners will feature eight small dots. The change is a small one but will help those with a visual impair
  
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• Audible asks people to ‘Listen for a Change’ and be inspired by audio

  11-10-2018 21:29
  Audible is competing in an ever-crowding audio market, so a new campaign is aiming to boost listenership of the Amazon-owned purveyor of audio books, magazines, programs and more.
  The company is asking people to ‘Listen For a Change’ in a campaign created by Mcgarrybowen New York.  
  The anthem spot opens with a voiceover asking, “What would it look like if we listened more? Could the right voice, the right words, bring us all just a little closer? Get us to open up? E
  
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• 22squared and Sweetwater Brewing join in launch of cannabis beer brand

  11-10-2018 20:46
  Apparently beer can taste sticky, and that's a good thing, according to a new cannabis beer brand.
  Sweetwater Brewing Company tapped agency 22squared to help launch the beermaker's inaugural cannabis strain flavored beer, dubbed '420 Strain: G13 IPA.'
  “Brands typically approach ad agencies for messaging and campaign development after the product has been established," says John Stapleton, director of innovation and design at 22squared. "In this case, we were the integral partner
  
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• Getting ahead before the boom of voice search

  11-10-2018 19:30
  The new world of search means that it is no longer confined to the keyboard or even the screen. From virtual assistants to cars to gaming devices, search is almost omnipresent. Those in the industry already know that the keyword is no longer king, but as search branches across platforms – such as voice search, new questions arise. The Drum, in association with Microsoft, held a panel to explore how best to navigate this evolving ecosystem.
  What is search today?
  “I think we’ve a
  
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• Are you talking data in the mobile-first world?

  11-10-2018 19:30
  'The year of mobile' has become more like the decade of mobile.  The term 'mobile first' has probably featured in every marketing strategy created in the last few years and yet it still doesn't quite feel as if the industry has quite hit the (mobile) nail on the head.  At The Drum Arms at Advertising Week New York, we sat down with a panel of experts to better understand whether we really are living in the year of mobile, what the barriers to success for clients truly adopting a 'mobil
  
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• Creative Director’s Choice: 180LA’s Jason Rappaport on the NY Public Library’s Insta Novels

  11-10-2018 19:15
  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, Jason Rappaport, group creative director at 180LA, talks about bringing the analog to a modern digital platform with the New York Public Library’s ‘Insta Novels’ program.Jason Rappaport, group creative director at 180LA
   
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  I used to read a lot of book
  
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• How can TV ride the big data wave?

  11-10-2018 19:00
  Despite the frequent headlines about declining ratings and measurable drops in adpsend, TV continues to be one of the most compelling media for consumers. And with advertisers shining a light on the murky ad tech supply chain and wanting more transparency and better trust, the future for TV looks brighter. And then there’s a strong push for data driven insights & TV audience targeting that goes beyond simple age and gender demographics, or even just time spent in watching a show on a m
  
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• Digital transformation, brand purpose, marketers in the boardroom: Festival of Marketing day two round-up

  11-10-2018 18:02
  Digital transformation ‘doesn’t exist’
  Digital transformation is just a buzz word made up by consultants, according to Hiyacar’s CMO Sarah Kilmartin.
  Speaking at the Festival of Marketing today (11 October) Kilmartin explained that digital transformation doesn’t exist and that transforming a business, whether that is online or offline, is about human connectivity.
  “Digital is just an enabler, it’s actually about people not tech and tools. If y
  
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• 4A's talent initiatives, MAIP head Keesha Jean-Baptiste to depart, to join Hearst

  11-10-2018 18:01
  4A’s senior vice president of talent initiatives Keesha Jean-Baptiste has announced her departure from the trade organization to join publisher Hearst as its senior vice president of human resources.
  Jean-Baptiste had joined the 4A’s last summer from Wieden+Kennedy, replacing Singleton Beato as the organization's senior vice president of talent engagement and inclusion initiatives. Within the year, she helped streamline the 4A's legacy talent pipeline initiatives — Mu
  
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• Sir Martin Sorrell: It’s nonsense to suggest I’m not interested in creativity

  11-10-2018 17:55
  Since Sir Martin Sorrell left WPP earlier this year, much has been written about his career and the company he spent more than 30 years building. One observation often repeated is that Sorrell isn’t interested in creativity, instead focused on how he can use scale to cut costs and increase profit margins.
  However, speaking at the Festival of Marketing this morning (11 October), Sorrell said this isn’t true and that at his new company S4 Capital creativity will be “at the centr
  
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• HP and Girl Rising feature stories of empowerment to celebrate International Day of the Girl

  11-10-2018 17:22
  In honor of International Day of the Girl, HP and Girl Rising, a nonprofit dedicated to eradicating poverty by providing education to girls, are celebrating 12 stories of female empowerment gathered from around the globe as part of the first ever Girl Rising Creative Challenge. The brand is also working with The Clooney Foundation for Justice, Unicef and Google.org are partnering to improve the lives of thousands of students.
  Introduced on International Women’s Day in March, the
  
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• Penguin launches first author-led voice skill to promote Tim Peake's new book

  11-10-2018 17:14
  Penguin Random House has launched its first author-led voice skill for smart speakers – an Astronaut Selection Test with Tim Peake and the European Space Agency (ESA) – to promote Peake's new book. 
  The Astronaut Selection Test allows Alexa and Google Home assistant users to engage with the voice of the British astronaut for the first time. Peake is on hand to challenge them to answer real puzzles and training exercises from the ESA's rigorous astronaut selec
  
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• 360i adds Wieden Shanghai, 72andsunny vet WeiWei Dong as GCD

  11-10-2018 16:41
  360i announced the appointment of WeiWei Dong as group creative director.
  Dong has been slated to start on October 22, and she has been partnered with group creative director Piper Hickman to lead creative for clients including Oreo, Champion, 7-Eleven, Mini USA, and others. Hickman had been added to the staff in April.
  Originally from Shanghai, Dong moved to the US to work at social good startup Enso Collaborative, then worked at 72andSunny, leading creative for a variety of brands including Ad
  
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• How Gymshark mastered Instagram to drive instant sales

  11-10-2018 16:32
  The post How Gymshark mastered Instagram to drive instant sales appeared first on Marketing Week.
  
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• Childhood Eye Cancer Trust make the invisible visible to raise awareness of rare eye disease

  11-10-2018 16:04
  The Childhood Eye Cancer Trust (CHECT) has released a multichannel campaign to open people’s eyes to retinoblastoma (Rb), a relatively unknown aggressive eye cancer that can blind children if diagnosis is too late.
  It’s hard for parents to spot symptoms of the rare disease, as children may appear healthy - a factor that delays diagnosis.
  Making the invisible visible, the charity launched a one-day 'Uninvisible Friend' campaign on World Sight Day. It offers a
  
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• Brave Brand of the Year: will you be voting for Tesco, Skittles, Sky or Ugly?

  11-10-2018 16:01
  The shortlist for The Marketing Society Brave Brand of the Year 2018 in association with Campaign, sponsored by IBM iX, was revealed last week.
  
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• Inside Aston Villa’s plans to create a Red Bull-style 'media house'

  11-10-2018 16:00
  Aston Villa FC is looking to up its content game and take advantage of the commercial opportunities of establishing itself as a publisher in its own right. 
  To lead the charge club hired former producer for Discovery and the BBC, Will Radford, in April 2016 as head of media and content. Prior to joining, Radford spent nearly a decade at Red Bull Media House during its meteoric rise from drinks maker to a media powerhouse. His plans for Aston Villa’s output are just as ambitious.
  
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• Brave Brand of the Year: will you be voting for McCain, Monzo, Nike or Paddy Power?

  11-10-2018 15:48
  The shortlist for The Marketing Society Brave Brand of the Year 2018 in association with Campaign, sponsored by IBM iX, was revealed last week.
  
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• MediaCom, The Guardian, ITV and Hearst triumph at Media Week Awards 2018

  11-10-2018 15:42
  MediaCom has won Media Agency of the Year and The Guardian was crowned Sales Team of the Year.
  
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• Brave Brand of the Year: will you be voting for LADbible, Lego, Lloyds or Maltesers?

  11-10-2018 15:37
  The shortlist for The Marketing Society Brave Brand of the Year 2018 in association with Campaign, sponsored by IBM iX, was revealed last week.
  
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• ITV CEO on TV advertising: We need to give CMOs the ammunition to change the conversation

  11-10-2018 15:30
  ITV’s chief executive Carolyn McCall wants to give chief marketing officers the “ammunition and confidence” to speak up about what they think is right for their budgets and push back on quarterly financial pressures from those at the top.
  Speaking to Marketing Week at the Festival of Marketing, McCall said CMOs have a “significant” role to play in changing the conversation around effectiveness and that ITV will be much more “front foot” going forwa
  
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• TV Ad Spend Weekly: Verizon highlights first responders in corporate promo during NFL Sunday

  11-10-2018 15:23
  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 during the first week of October remained relatively flat at $1.1bn, compared to the previous week. However expenditures for new advertising increased 31%, reaching $216m. The main dr
  
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• CrossCountry embarks on sponsorship of ITV travel show Gordon, Gino and Fred: Road Trip

  11-10-2018 15:16
  Train operating company CrossCountry has embarked on a sponsorship deal with ITV’s new three-part travel series Gordon, Gino and Fred: Road Trip.
  Planned and negotiated by Omnicom Media Group’s PHD Manchester and content agency Drum, the sponsorship includes a series of TV idents to inspire viewers to travel on CrossCountry. The sponsorship idents include three friends travelling together on a day out to York, Edinburgh and Oxford.
  Catherine Terry, head of marketing for CrossCountry,
  
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• Brave Brand of the Year: will you be voting for Channel 4, The FA, Harvey Nichols or KFC?

  11-10-2018 15:08
  The shortlist for The Marketing Society Brave Brand of the Year 2018 in association with Campaign, sponsored by IBM iX, was revealed last week.
  
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• Brave Brand of the Year: will you be voting for The Army, Beano, Bodyform or Brewdog?

  11-10-2018 14:55
  The shortlist for The Marketing Society Brave Brand of the Year 2018 in association with Campaign, sponsored by IBM iX, was revealed last week.
  
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• Louis Theroux on why marketing is an ‘unacknowledged art form’

  11-10-2018 14:28
  Documentary maker and broadcaster Louis Theroux believes marketing is an “unacknowledged art form”, the most intriguing aspect of which is its careful balance of “seduction and sales”.
  Speaking on the headline stage at the Festival of Marketing yesterday (10 October), he said: “There’s an aspect of marketing that I do find interesting that hinges on that combination of seduction and sales, which I don’t think is antagonistic in itself. There’s muc
  
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• Why Karma Cola uses ‘authentic storytelling’ to take on Coke: It means we aren’t just a product on a shelf

  11-10-2018 14:18
  Challenging established players comes down to authenticity and letting go of control, according to Simon Coley, the co-founder and creative director of soft drinks brand Karma Cola.
  Speaking on a panel at the Festival of Marketing yesterday (10 October), he said sharing the brand’s story and purpose has given consumers something to think about, which is helping it compete with the likes of Coca-Cola. 
  He explained: “How we compete against very large com
  
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• Emily Ratajkowski explains single-payer healthcare to voters in Vogue film

  11-10-2018 14:10
  Model and actor Emily Ratajkowski strikes her best lounging poses while explaining the concept of a single-payer healthcare system, in a Vogue film directed by Vincent Peone designed to educate people before they head to the polls on 6 November.
  Award-winning director Peone, collaborating with Ratajowski and the content team at Vogue, breaks down a complex issue that affects all Americans in the short film. Ratajkowski is a model and swimsuit line owner with a very political conscience -  k
  
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• The day my agency stood up to a homophobic client was the day it came out

  11-10-2018 13:32
  Whether or not to come out at work may not seem a big deal to people who’ve never had to consider it before, but for LGBT+ people it’s about more than announcing who you happen to be sleeping with. It’s about being proud of who we are in order to be your authentic self. It’s about bringing all of you to work, not compartmentalising your life out of shame or fear. Because, as we all know, if you’re happy at work you are quite simply better at your
  
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• Tanqueray No. Ten to stage dining experience on train

  11-10-2018 13:14
  The Diageo-owned premium gin brand is hosting a curated gin experience aboard the Belmond British Pullman, as part of the luxury train operator's series of 'pop-up' dining events.
  
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• Dugout partners with PA to distribute footage, content and quizzes from top football clubs

  11-10-2018 12:39
  Dugout has signed a partnership with news agency the PA to distribute exclusive content gathered by the world’s leading football clubs.
  Shadowing teams including Arsenal FC, Chelsea FC, FC Barcelona, FC Bayern Munich, Juventus, Liverpool FC, Manchester City FC, Paris Saint-Germain and Real Madrid CF, Dugout will provide the agency with footage including top goals, moments, skills, behind-the-scenes, training and player-led, lifestyle features.
  PA will open up
  
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• Johnston Press puts itself up for sale

  11-10-2018 12:10
  Johnston Press, which owns the national newspapers i and The Scotsman, has invited takeovers after admitting defeat on dealing with its debt burden.
  
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• VMLY&R London confirms Sophie Lewis as strategy chief

  11-10-2018 12:08
  Sophie Lewis, who joined Y&R London as chief strategy officer only days before its surprise merger with VML, has been confirmed as chief strategy officer at VMLY&R London.
  
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• The importance of having a Chinese version of your brand: It’s much more than just a name.

  11-10-2018 12:05
  In the first of two parts, London based- Chinese focused agency, Qumin examines the importance of branding in China and the benefits of creating a Chinese brand name.
  The first question many businesses who are looking to launch into the Chinese market ask is: “Should I give my brand a Chinese name?” If you are one of them, you may have heard different opinions. However, after six years of helping brands launch their businesses to China, our answer to this question is a firm yes.
  &ldq
  
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• Coming out at work: how being my true self helped me progress

  11-10-2018 12:01
  When I came out to my father, his immediate response was never to reveal my true identity at work. “It would be the kiss of death to your career.”
  At the time, in 1986, I think he was right.
  As a 17-year-old who lived in a remote house in a hamlet in Suffolk, I certainly felt that I was ‘the only gay in the village’. I had no evidence to the contrary apart from rumours about the slightly camp man who ran the village shop. I knew the pejorative gay insults, I knew about AI
  
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• Freixenet to offer Halloween makeovers

  11-10-2018 11:44
  The cava brand is taking over a central London hair salon, offering visitors pre-Halloween party pampering.
  
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• Helen Edwards: It’s dangerous to conflate frequency with loyalty

  11-10-2018 11:30
  ‘Loyalty’ is a phrase marketers need to be much more careful about using as they are generally not “precise” enough about what it means or “what kind of loyalty” they are talking about, according to Marketing Week columnist and Passionbrand founder Helen Edwards.
  Speaking at the Festival of Marketing in London today (10 October), Edwards reminded marketers that “when we talk about loyalty in marketing it is a metaphor”. She urged against carelessly
  
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• Fashion Targets Breast Cancer selects Adam & Eve/DDB

  11-10-2018 11:23
  Breast Cancer Now has appointed Adam & Eve/DDB as the strategic and creative agency for its Fashion Targets Breast Cancer campaign.
  
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• 'Dot' campaign raises awareness of childhood eye cancer

  11-10-2018 11:16
  The Childhood Eye Cancer Trust is marking today's World Sight Day with a multichannel campaign to raise awareness of retinoblastoma (Rb), a rare cancer that affects babies and children.
  
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• PM appoints Karen Blackett as race equality business champion

  11-10-2018 09:58
  Karen Blackett OBE, WPP UK country manager and chairwoman of MediaCom UK & Ireland, has been appointed race equality business champion by the Prime Minister as part of a Race at Work Charter launched at a roundtable hosted by WPP today.
  
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• Nicky Bullard and Trevor Robinson among jury presidents at Cannes Lions 2019

  11-10-2018 09:58
  They are among six UK-based jury chairs at the festival.
  
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• Karen Blackett to chair 2019 Media Lions jury

  11-10-2018 09:58
  Blackett described as 'guardian for 17,000 people and 124 operating brands in the UK' by awards organisers.
  
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• Michael Frohlich reveals Ogilvy UK leadership team and says ‘tough’ remodel is paying off

  11-10-2018 09:00
  Ogilvy UK boss Michael Frohlich has promoted from within to form a new leadership team – which includes its first chief customer officer – as his radical restructure of the agency takes shape.
  Frohlich became chief executive in February with a mandate to transform the business by dismantling its sub-brands and unifying their teams into a single agency operating under one P&L.
  But as marques such as advertising shop Ogilvy & Mather, customer engagement arm Ogilvy One and Ogilv
  
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• Lab appoints Adrian Webb as chairman to bolster its growth

  11-10-2018 09:00
  Digital agency Lab has appointed Adrian Webb as chairman in a newly-created role. 
  Webb will take on the role in addition to a position as non-executive director at Gocompare.com.
  As per Lab's statement, Webb will work with Lab’s management team to help define the agency’s future direction, with a focus on acquiring other agencies in order to build a group structure, and to help sharpen and leverage Lab’s neuromarketing proposition for big brands.
  Prior to this, Webb
  
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• International Day of the Girl: creatives empowering girls around the world

  11-10-2018 09:00
  Since 2012, October 11 has marked International Day of the Girl Child. Smart brands don't just look at this day as some gimmick; they use it as an opportunity to establish themselves as role models or as conduits for more information and support.
  Good creative resonates with audiences, and the collection of creative campaigns highlighting the day does that by sharing a message of equality and empowerment. The Drum looks at some of the powerful, forward-thinking content that aims to reach young w
  
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• The Drum Digerati 2018: introducing the top talent in media and platforms

  11-10-2018 08:55
  Throughout this week, we are revealing who has made it into The Drum Digerati – our annual celebration of 100 outstanding individuals excelling in the UK digital industry. Today we reveal the 25 leading lights from media and platforms who have made it into this year's list.
  The Drum's Digerati showcases success and ingenuity from some of the most pioneering digital leaders and practitioners working in the UK today. Based on nominations from our readers and curated by our editorial tea
  
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• BBH and St Luke's take top prizes in Ocean and Campaign digital creative awards

  11-10-2018 08:53
  BBH and St Luke's Communications have triumphed in the 2018 Ocean digital creative competition, run in association with Campaign.
  
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• How E.ON is taking the concept of energy to new levels

  11-10-2018 08:45
  The energy brand is inviting people to recharge their batteries with an activation based on mind, body and soul.
  
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• 'It was an interesting discussion': why the Dadi Award judges chose Accenture as Agency of the Year

  11-10-2018 08:30
  Yesterday, Accenture Interactive was named the joint winner of the 2018 Dadi Awards Agency of the Year.  It's the first time a management consultancy has ever won the award, a reflection of the advertising landscape's evolution. 
  As the biggest and fastest-growing digital agency network, the past few years have been particularly fruitful for the company. Following several acquisitions including Karmarama, Rothco and The Monkey's, Accenture Interactive’s revenue grew by more than
  
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• Ads We Like: Wateraid animation addresses impact of the water crisis on girls

  11-10-2018 08:00
  WaterAid raises awareness of the impact of the water crisis has on women and girls and illustrates the knock-on effect in the animation ‘Brides of the Well’ directed by the Indian director, Shekhar Lapur.
  Water is an indisputably essential element. It covers 61% of the earth surface, and fills 60% of our human bodies, yet globally one in nine people lack basic access.
  WaterAid have collaborated with the Indian director, Shekhar Kapur, to create a short animation to highlight the impa
  
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