Marketing news

• Twitter earmarks search as key to bolstering rising revenues

  25-10-2018 20:57
  Twitter is planning to improve its in-platform search offering for advertisers, admitting that it “could be a whole lot better”.
  The company’s founder, Jack Dorsey, said he sees “a lot of potential” in following Google’s lead and bettering brands’ abilities to serve relevant ads and content alongside search results on the platform.
  The tech mogul said Twitter’s search function “could be a whole lot better, both from an experience standpoint a
  
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• FedEx's CMO on the logistics behind the company's marketing

  25-10-2018 19:53
  Most people only see the end result of a FedEx delivery. The brand's is hoping to change that with its latest marketing strategy – one that recently pivoted from the funny to the emotional .
  The campaign, by BBDO, uses the new tagline 'What we deliver by delivering'. The work illustrates that it’s not just about the packages, but also about what these deliveries mean for the people shipping and receiving them.
  Rajesh Subramaniam, executive vice president and chief marketing and commu
  
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• ‘Connecting the world has never been more important’: the logistics behind FedEx’s marketing approach

  25-10-2018 19:53
  Most people only see the end result of a FedEx delivery, and that’s the point of the shipping company’s marketing campaign, though the logistics behind the package are certainly just as important.
  FedEx recently revamped its public messaging, going from funny tales of delivery to a more emotional connection. The campaign, by BBDO, uses the new tagline, “What we deliver by delivering,” and the work illustrates that it’s not just about the packages, but also about wha
  
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• For D2C companies, marketing looks more like sales

  25-10-2018 17:54
  Big brands are wrestling with how to build direct relationships with consumers, and how to do so in spite of data ownership and data privacy challenges. It’s true there’s simply no better way to learn about consumers’ preferences and how to most efficiently serve them than by selling products or services directly.
  Collecting first party data about sales is the distinct benefit of selling to consumers without a middleman, and that’s why big businesses see so much promise i
  
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• ANA’s Bob Liodice urges marketing leadership to display 'guts and courage' to drive growth

  25-10-2018 17:47
  The marketing industry today is unproductive, unsustainable, undesirable and untenable, according to the Association of National Advertisers (ANA) chief executive Bob Liodice. He said that it is up to marketing leadership to display “guts and courage” to drive growth across all industry sectors.
  Liodice said the Fortune 500, which he called “a reasonable surrogate for the entire business community – including small and large enterprises alike,” has experienced decli
  
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• Ads we like: Marie Keating Foundation hides an important message in famous breasts

  25-10-2018 17:46
  The Marie Keating Foundation and creative agency Rothco combined to ask a simple question: If one of the most touched and photographed breasts in the world suddenly developed a lump, would anyone notice?
  As part of the 'Take Notice' campaign for Breast Cancer Awareness Month, the two groups decided to place a small lump on the breast of Dublin's famous and oft-groped Molly Malone statue to remind passersby of the importance of self-examinations.
  "Breast Cancer Awareness Month is critic
  
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• Topshop owner Sir Philip Green named as 'businessman' behind Telegraph #MeToo injunction

  25-10-2018 17:12
  Arcadia Group chairman Sir Philip Green has been named in parliament as the businessman accused of "gagging" the Telegraph over claims he sexually harassed, bullied and racially abused staff.
  The Topshop and Dorothy Perkins retail tycoon was named by Labour peer Lord Peter Hain on Thursday (25 October) in a parliament meeting, just one day after a Telegraph's report which detailed how a "British businessman" had been granted an injunction to prevent the paper from revealing the al
  
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• Mark Ritson: Broadcasters must join forces to beat Amazon and Netflix

  25-10-2018 17:00
  From the moment she was appointed, the word on the street about Carolyn McCall has been positive. The new chief executive of ITV was formerly the boss of easyJet, and her status not just as a senior media executive (previously CEO of Guardian Media Group) but a business leader of proper heft and experience meant expectations ran high from the minute she started the job in January.
  And the signals have been good ever since. Everyone, and I mean everyone, rates her highly. Her desire to develop a
  
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• Facebook EMEA chief and Influencer founder join line-up for 'When Sorrell met MediaMonks'

  25-10-2018 15:49
  Nicola Mendelsohn and Ben Jeffries will speak at next Thursday's event.
  
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• Help us create the industry’s most in-depth census of marketing careers and salaries

  25-10-2018 15:27
  Are you paid fairly? Which is the best sector to work in? Is flexible working really a top priority for the industry? Has the gender pay gap improved? What route do people take to become a marketer?
  These are just some of the questions we are looking to answer in the annual Marketing Week Careers and Salary Survey and we need your help to do it.
  Please take 10 minutes to fill out the survey and help us create the industry’s most in-depth census of marketing careers and salaries.
  With your
  
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• As horse racing loses ground, can agency Red Bee reinvent the sport for new viewers?

  25-10-2018 14:55
  At Ascot Racecourse in Berkshire last weekend, dozens of horses and riders competed for the largest prize purse in racing at the British Champions Day. Here the sport’s great and good gathered for the finale of the British Flat racing season. But away from the winner’s circle, television viewing figures for racing are lagging behind other sports. Can a new Championship Horse Racing (CHR) modernise the sport - or has the horse bolted the stable?
  ITV, the current holders of media right
  
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• Let’s get together: why branded communities offer deeper engagement than conventional social channels

  25-10-2018 14:53
  Organisations of all sizes recognise the benefit of being social yet many still assume platforms like Facebook and Twitter can meet all their engagements needs and fail to consider the alternative of a branded community.
  Communities serve different purposes for different organisations. For example, working with the British Medical Association the team at 4 Roads were asked to develop the community website for doctors and medical students to easily connect with peers and share information in a sa
  
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• Adyoulike launches Black Friday campaign highlighting the effectiveness of native advertising

  25-10-2018 14:35
  Global Native advertising platform, Adyoulike has launched a Black Friday campaign targeting digital advertisers. Entitled Native Advertising Works, the agency has highlighted five tips for native success including avoiding ‘unneccesary dramatic language’ and paying close attention to the images used in campaigns.
  The campaign comes after Adyoulike experienced a 30% uplift in ad calls on Black Friday weekend in 2017, including Cyber Monday. Over the same period average CTRs on r
  
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• The Mill execs launch creative studio merging advertising, entertainment and tech

  25-10-2018 14:22
  Untold Studios will be led by chief executive Darren O'Kelly and chief creative officer Neil Davies.
  
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• Agencies aren't just facing a talent crisis – they’re in danger of terminal decline

  25-10-2018 13:55
  Samuel Scott’s recent column in The Drum on the brain drain facing the marketing industry was, as usual, full of thought-provoking insight, but I couldn’t help disagreeing with his central thesis, that the industry could market itself out of the crisis.
  For agencies, facing the biggest threat they’ve ever experienced from the tech companies fundamentally rewiring our world, something far more drastic is needed.
  The only way agencies have any chance of survival in the war f
  
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• MC&C appoints Genevieve Tompkins as CSO

  25-10-2018 13:52
  Start of a 'new era' after agency founder Mike Colling steps down.
  
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• Reese Witherspoon plays perky bestie and gift giver in Crate and Barrel holiday spots

  25-10-2018 13:46
  Reese Witherspoon has no problem being the smiling face on screen, and she does that to refined perfection in the latest campaign for Crate and Barrel, where she makes the case as to why you should be her best friend. 
  The spots see Witherspoon continue in her role as the brand ambassador for the high-end home goods retailer, but instead of playing a perfect holiday party host as she previously did, she is now a master of gift suggestions in the new spots by Preacher. Stating that, if the v
  
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• Engaging an audience through user generated content

  25-10-2018 13:43
  In a digital industry, having a social media strategy is absolutely imperative. Going beyond your typical posting schedule of Facebook posts and tweets for the given day or week, we start to discover how important it is to ensure that this kind of activity aligns with other marketing efforts such as email campaigns, videos, and website developments. This is where a clear content strategy becomes key when building an engaged audience of value.
  The aim of all marketing activity boils down to growt
  
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• Toby Horry joins TUI in brand and content director role

  25-10-2018 13:40
  Former Tesco marketer will report to Katie McAlister.
  
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• Facebook receives maximum fine over Cambridge Analytica scandal

  25-10-2018 13:07
  Facebook has been fined £500,000 by the UK’s data protection watchdog over its role in the Cambridge Analytica data scandal.
  The Information Commissioner’s Office called the incident a “serious breach of data protection law” and issued Facebook with the maximum fine allowed. The incident took place under old data protection rules; had the new GDPR laws come into effect the fine could have been substantially higher as the ICO is now able to fine companies £17m
  
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• Twitter ad revenue up 29% despite user growth slowdown

  25-10-2018 11:53
  Social platform also posted its fourth consecutive profitable quarter.
  
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• Sport England's 'This girl can' returns to encourage unconventional forms of exercise

  25-10-2018 11:49
  Campaign broadens its appeal to reach women who are statistically less likely to exercise, such as manual workers.
  
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• Adam & Eve/DDB named Agency of the Year at Campaign Big Awards

  25-10-2018 11:49
  Winning campaigns include 'Project 84' for CALM and '#TrollingIsUgly' for The Cybersmile Foundation.
  
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• 'Businessman' injunction: what can and can't be published in press and social media

  25-10-2018 11:35
  The injunction is only the start of the legal battle to determine whether The Telegraph can eventually publish the allegations against the individual in question (ABC) and two of his companies. 
  The injunction holds the status quo until the issues can be properly determined by means of a ‘speedy trial’.  This is an accelerated form of proceedings designed to reach a final and binding decision quickly.  Of course the trial will be in the High Court and that decision can
  
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• Campaign Event Awards 2018: One week to go

  25-10-2018 11:33
  The ceremony takes place at the Eventim Apollo on 1 November.
  
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• Post-IPO, Farfetch looks to move from distribution network to transformation partner

  25-10-2018 11:30
  Farfetch’s founder has plans to overhaul the fashion industry from the inside out, starting with Chanel and widening the scope of his ambitions to other brand partners.
  The company, which recently floated on the New York Stock Market, is best known as an e-commerce platform that ships designer items both directly from brands and from boutiques around the world.
  But back in February the business made headlines when it signed a multi-year global innovation partnership with Chanel. The deal w
  
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• Bidooh ads scan age, gender & even beards but CEO denies it is 'Minority Report' tech

  25-10-2018 11:29
  Manchester-based OOH adtech company Bidooh recently announced that it will deploy 3,000 smart ad boards across Eastern Europe and the Balkans. The Financial Times likened its propriety “facial recognition” tech to that in the film ‘Minority Report’ - but Bidooh's boss has played down this comparison.
  The article compared the tech to the intrusive, hyper-personalised advertising exhibited in the 2002 dystopian movie and raised concerns over privacy, with one FT r
  
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• WPP 'will not sugarcoat reality' of sales slump as shares plunge

  25-10-2018 11:04
  Advertising group reveals big miss in third-quarter sales and slashes full-year guidanceWPP’s share price plummeted more than 20% after investors were left stunned by a big miss in expected sales and the slashing of its full-year guidance.The City had expected the embattled marketing and advertising group, which is struggling to get back on track after the abrupt departure of its founder and chief executive Sir Martin Sorrell in April, to report 0.3% growth in net sales for the third quart
  
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• Social closes in on search as most popular method of researching brands

  25-10-2018 10:41
  Nearly half of UK web users have made a purchase through social media, a new report claims.
  
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• Former Britvic marketer Kevin McNair joins KP Snacks

  25-10-2018 10:35
  McNair, who left Britvic in July, will start his new role next week.
  
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• Vodafone's Voxi uses music and social media etiquette to tap into younger audience

  25-10-2018 10:31
  Mabel talked about how to succeed on social media and Maya Jama discussed social faux pas at the east London 'house party'.
  
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• BT hires Worldpay’s Philip Jansen as chief executive

  25-10-2018 10:17
  BT has turned to American payment processing provider Worldpay in its search for a new chief executive officer with the appointment of co-chief chief executive Philip Jansen to the role.
  Jansen will succeed incumbent Gavin Patterson and is unlikely to enjoy much of a honeymoon period, with a mounting to-do list dominated by the fading fortunes of the telecoms giant. BT has recently been rocked by a £500m accounting scandal, a pensions deficit and accusations that it has under invested
  
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• Farewell WCRS: adland mourns the loss of famous agency brand

  25-10-2018 10:03
  Engine is dropping agency brands next year in pursuit of an 'integrated' model.
  
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• Unsung Heroes – the technology solutions specialist: Jidnapa Tangchetcharung, Omnicom Thailand

  25-10-2018 09:59
  The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.
  As a technology solutions specialist at Omnicom, Jidnapa Tangchetcharung helps agency teams use technologies to collect data and consumer insights from digital platforms. And no, she will not be able to advise you on
  
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• Do It Day: Bournemouth ad community aims to improve youth mental health

  25-10-2018 09:46
  Continuing The Drum's belief that marketing can change the world, Dan Willis, founder of Why Digital, and Dorset Mind held a spin-off Do It Day event in Bournemouth that encouraged the creative and marketing industries to make a real difference to improve mental health issues among kids. Here's what happened. 
  When The Drum first launched Do It Day in 2015, it did so on the premise that it would help the marketing industry to step away from the high pace nature of the day-to-day in the
  
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• BBC pay dispute comes to a head as MPs say broadcaster has ‘failed’

  25-10-2018 09:39
  The Digital, Culture, Media and Sport select committee of the UK parliament has published its long-awaited report investigating transparency, equality and pay at the BBC. 
  MP’s didn’t hold back when they accused the broadcaster of having ‘failed’ in its obligations to offer equal pay and opportunities to all staff, finding that women continued to receive ‘far less’ in remuneration than their male peers.
  Committee chair Damian Collins MP said: “The B
  
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• Huawei unveils giant interactive Rubik's Cube

  25-10-2018 09:33
  The activation takes place on London's South Bank.
  
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• The role of the creative freelancer in the modern advertising world

  25-10-2018 09:19
  You need only step into a coffee shop in any major city to observe that the freelance economy is thriving. Armed with laptops and lattes, this emergent creative elite flits between projects as it does cafes, responding to the ebb and flow of the industry’s needs at a time when individual creativity is flourishing.
   
  As technology allows individuals to connect and share faster than ever before, the way ideas are bought and sold by brands and agencies is transforming.
   
  Freelancers
  
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• Gen Z are flocking to social media to shop and pay in cash, new study finds

  25-10-2018 09:19
  Despite the surge in online shopping, cash is still king for centennials, also known as Gen Z, in the digital age, who also find it normal to shop on social media platforms.
  The concept of a cashless society has also yet to fully take off for centennials in six countries surveyed, according to the new ‘Here Comes the Centennial: Southeast Asia’s New Generation of Shoppers’ study, as 56% of survey respondents still prefer paying cash on delivery for their purchases.
  The study, j
  
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• Facebook fined £500k over Cambridge Analytica data breach

  25-10-2018 09:12
  The sum is the maximum penalty that can be issued by the ICO.
  
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• Mark Read promises ‘decisive action’ at WPP as third quarter revenue falls

  25-10-2018 09:07
  WPP boss Mark Read has promised “decisive action and radical thinking” to turn around the holding company after it reported a sales slump in its latest earnings report.
  The marcomms giant’s third quarter revenue was down 0.8% to £3.758bn, and its reported revenue for the first nine months of the year down 1.6% to £11.251bn.
  WPP’s like-for-like organic sales also declined 1.5% in the quarter, a trend it blamed on “deteriorating&rd
  
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• WPP's value halves in 18 months after share price slump

  25-10-2018 08:27
  The group's value has fallen from £24bn to about £11.5bn since March 2017.
  
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• YouTube Music pays tribute to Queen with Underground gigs

  25-10-2018 08:25
  One-day takeover took place across 33 Tube stations.
  
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• O2 has a ‘referee’ to mediate its unified creative and media hub

  25-10-2018 08:00
  Merging different, competing, agencies into one team throws up the same problem time and again – how to manage priorities, P&Ls and egos. O2’s solution comes in the form of a full-time ‘referee’.
  It’s been just over 18 months since O2 united planning talent from its media, creative and CRM agencies into a single proposition. Dubbed a 'planning hub,' the brand claims it has resulted in better marketing, but has conceded that bringing different P&Ls under the
  
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• How universities are trying to balance theory with practice to better prepare budding marketers

  25-10-2018 08:00
  Students in a lecture at the University of Bath School of Management.Do marketing degrees provide students with the right balance of theory and real-world practice to enable them to hit the ground running? It’s a topic often debated and one which was raised again this summer by a number of senior marketers who suggested existing courses are not fit for purpose.
  Facebook’s global CMO Antonio Lucio (speaking while still CMO of HP) questioned whether marketing will be able to recru
  
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• How universities are combining theory with practice to better prepare budding marketers

  25-10-2018 08:00
  Students in a lecture at the University of Bath School of Management.Do marketing degrees provide students with the right balance of theory and real-world practice to enable them to hit the ground running? It’s a topic often debated and one which was raised again this summer by a number of senior marketers who suggested existing courses are not fit for purpose.
  Facebook’s global CMO Antonio Lucio (speaking while still CMO of HP) questioned whether marketing will be able to recru
  
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• Are marketing degrees up to scratch?

  25-10-2018 08:00
  What does it take to get a foot in the door as a young marketer in 2018?
  It may be surprising to some, but having a marketing degree is by no means essential if you want to be taken seriously by CMOs. In fact, the perception that such degrees are too theoretical and not rooted enough in marketing practice has some brands questioning whether they are fit for purpose.
  Santander CMO Keith Moor believes that in general degrees put too much emphasis on theory.
  “Anybody can read a book, but it
  
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• MullenLowe expands experience design offering in Asia Pacific after launching in Tokyo

  25-10-2018 05:55
  MullenLowe Group has introduced a new experience design capability in Japan, which will sit within its digital transformation brand, MullenLowe Profero.
  The new offering will focus on bringing an experience-first approach to building products and services, that are faster to market, easier to iterate and designed to collect insights and data from the concept stage. 
  It will be led by Zélia Sakhi, previously head of creative and design at Mobiento in Stockholm, who will work with Kaor
  
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• Clear Channel moves closer to programmatic OOH in Asia Pacific with launch of Play+

  25-10-2018 05:30
  Clear Channel Singapore has launched a new goal-based technology to help brands buy digital out-of-home (DOOH) advertisements as it continues to work to make programmatic OOH a reality.
  Named Play+ and powered by Lexi, an audience understanding video analytics system, the technology enables the measurement of ‘views’, which are the number of people who has viewed the advertisement and ‘footfall’, the number of people within bus shelters.
  Brands are also able to select &ls
  
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• Aunt Bessie’s shifts marketing message in biggest ever campaign

  25-10-2018 01:01
  Aunt Bessie’s is getting rid of its core protagonists, Margaret and Mabel, in a positioning shift that aims to modernise the frozen food brand.
  Aunt Bessie’s introduced the two humorous old women as characters in 2009 but after testing last year found they no longer had the same appeal.
  Hannah Haas, marketing director at Aunt Bessie’s, tells Marketing Week: “We’d used Margaret and Mabel for 10 years and while we know they test well on awareness, we saw as soon as t
  
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