Marketing news

• JM Smucker consolidates creative and media accounts with Publicis

  29-10-2018 21:05
  The JM Smucker Company has consolidated its creative, data, media, and tech accounts and handed the combined operation to Publicis Groupe.
  The US-based JM Smucker, which produces pantry items including Smucker’s Jams & Jellies and Jif Peanut Butter, invited only holding companies to pitch, The Drum has learned.
  Publicis beat WPP and IPG for the integrated account, according to a source close to the deal. The client previously had its accounts scattered across an array of holding c
  
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• How Denny’s became ‘America’s Diner’ again through a decade of marketing efforts

  29-10-2018 20:17
  Chances are, if you went to college in the US or had a late night of youth-filled fun, you’ve had a meal at Denny’s. But when was the last time you visited one of the yellow-signed diners?
  A decade ago, the restaurant chain made a point to change direction on its declining sales, and regain its position as ‘America’s Diner.’ It did so through smart marketing, even though it made some missteps along the way.
  John Dillon, senior vice president and chief marketing offi
  
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• The benefits of taking control of the creative process

  29-10-2018 18:38
  The post The benefits of taking control of the creative process appeared first on Marketing Week.
  
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• Twitter to run real-time ads on London's Picadilly Lights to mark 'cultural moments'

  29-10-2018 18:33
  London’s iconic Piccadilly Lights is to welcome Twitter for the first time. The social platform will make its debut on the legendary advertising corner, with a campaign that displays ‘big cultural moments in real time.’
  The exclusive digital out of home (DOOH) will run intermittently from now, through to the New Year, and it will show real-time ads that are triggered by cultural moments.
  The campaign begins today (29 October) – just over a year since the lights
  
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• Government targets Facebook and Google with digital ad tax

  29-10-2018 18:29
  The UK government is to introduce a tax on digital tech giants such as Amazon and Google that would effectively tax UK digital ad sales.
  Speaking as part of the 2018 Budget, Chancellor Philip Hammond said tech giants that are profitable and have at least £500m in global revenue would be taxed 2% on the money they make from UK users. It is expected to generate more than £400m a year and will come into effect in April 2020.
  Hammond added that the tax would be applied to &ldq
  
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• Why we need to get past imposter syndrome to become mentors

  29-10-2018 18:15
  Everyone knows mentorship can be invaluable for those looking for support in their career. It can improve young people’s confidence and even help create a more diverse workplace. I’m confident that the advertising industry would be a better place if we had more mentors.
  A couple of years ago, I was asked to be a mentor for the first time. I was flattered but also struck by imposter syndrome, wondering whether I’d be able to add enough value. Fortunately, my curiosity won over a
  
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• UK government to hit Facebook, Google and Amazon with digital services tax

  29-10-2018 18:10
  The government will soon impose a 'digital services tax' on UK revenues generated by "established tech giants" like Facebook, Google and Amazon.
  The 2% levy was announced by chancellor Philip Hammond in the Autumn budget today (29 October) and will come into force in 2020 following a period of consultation.
  The announcement follows on from heavy criticism about the amount of tax tech behemoths pay to the treasury – which in most instances are gleaned from ad revenues &n
  
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• The Entertainer kicks off Christmas TV campaign with This Morning sponsorship

  29-10-2018 17:30
  Retailer has agreed to sponsor ITV's flagship show as part of its festive campaign.
  
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• Do good things come to those who wait? Help us decide the world's best long-running campaigns

  29-10-2018 16:58
  The Drum has joined forced with leading industry legends and The Financial Times to recognise the very best long-running ad campaigns, ahead of The Drum Advertising Awards, which aim to identify the best, most creative and innovative work in the industry. But we need your help! Find out why marketers are abandoning brand-building below and tell us what you think is the best long-running ad of all time.
  Beanz Meanz Heinz. Because the lady loves Milk Tray. Andy Warhol’s hand-painte
  
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• How Scrabble is keeping a 70-year-old brand relevant

  29-10-2018 16:57
  Scrabble turned to experiential marketing to mark its 70th anniversary and appeal to families.
  
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• 'Alexa, what does LOL stand for?' O2 and NSPCC highlight generational language gap

  29-10-2018 16:37
  Research has revealed a language gap between generations, with half of parents not understanding the phrases used by their children.
  
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• ‘Customer experience is as much about perception as reality’

  29-10-2018 16:28
  In the early 2000s, the management at Houston airport was dismayed by the number of passenger complaints it was receiving.
  The main issue was delays at the baggage carousel: by this point passengers were often at the end of their tether and even trivial delays tested their patience.
  In response, the airport approved a hefty budget for more baggage handlers. At first, the cash looked well spent as waiting times dropped to eight minutes, about average for an airport. But complaints remained stubbo
  
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• Video: The greatest contributions and future of account planning

  29-10-2018 16:24
  See what execs from L'Oreal, R/GA, Amazon and more have to say about strategy.
  
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• How to establish an agency’s success: The Drum, Deltek and Radley Yeldar webinar

  29-10-2018 16:13
  It’s a strange time to be entering adland; with the industry constantly transforming and restructuring to meet consumer demands. But it’s becoming increasingly difficult to ensure an agency’s success in this period of change and instability. Or, so it seems anyway.
  The Drum has teamed up with Deltek’s agency management solution company, Workbook, to host a webinar that discusses what a successful agency looks like today, citing purpose, creativity and profitability as som
  
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• ParticipAction campaign claims exercise improves love, sex, sleep and even pooping

  29-10-2018 15:57
  Exercise is a tonic that can do everything from giving you more energy to helping your sex and bathroom life, according to a new campaign from Zulu Alpha Kilo for ParticipAction.
  ParticipAction is a non-profit organization that helps Canadians move more, and it has just launched a new national campaign to show Canadians all the things in daily life that improve when you get active. This is part of a long-term movement to help shift attitudes and perceptions beyond the traditional benefits o
  
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• Wacl calls on industry to close 'leadership gap' for women

  29-10-2018 15:47
  Women are hired into half of all positions in marketing, media and communications but make up just 36% of leadership posts.
  
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• How Very.co.uk ‘won’ Black Friday

  29-10-2018 15:47
  For Very.co.uk, Black Friday is the biggest retail opportunity of the year. Worth more than £2bn to the UK retail industry, it is when 30% of Christmas shoppers buy at least one present and accounts for 18% of the year’s total ecommerce sales, according to the company.
  Yet that opportunity also provides challenges. Brands looking to advertise around the event face stiff competition online as the price of search terms rocket, Facebook feeds become cluttered with promotions and email
  
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• The Samaritans embraces Mother to create railway suicide prevention campaign

  29-10-2018 15:39
  The Samaritans is set to run a suicide prevention campaign, supported by the rail industry. Delivering the creative is newly appointed Mother.
  This awareness campaign will aim to build on the organisation's previous work committed to reducing the number of suicides that take place on railways. Furthermore, it will encourage people to seek help through the free helpline that the Samaritans facilitates.
  Mother was appointed following a competitive pitch process that will result in the agency
  
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• Dare creates Tinder-style app to help rehome black cats

  29-10-2018 15:10
  It takes longer for black cats to get rehomed than cats of other colours, according to RSPCA data, due to long-standing superstitions.
  
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• Customer journeys, personalisation, online grocery: 5 killer stats to start your week

  29-10-2018 14:41
  1. The majority of businesses can’t orchestrate customer journeys at scale
  Just 13% of businesses have the ability to orchestrate customer journeys at scale, while 63% of brands say they’re unable to take immediate action on available customer data.
  Despite this, brands recognise the need to act quickly and focus on improving their knowledge of the customer, with 50% of those surveyed expecting to increase spend on ‘journey analytics’ and orchestration by more
  
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• Direct Line brand boss: it’ll take one part science and two parts marketing to save the world

  29-10-2018 13:53
  Struck by a random urge to broaden my mind, I waltzed into a newsagent this week looking for a magazine on something about which I’m ignorant. Skipping past Guns and Ammo (too shoot-y) and a nature special on insects (too many cockroaches), I eventually settled on New Scientist.
  Perfect, I thought. If I pick out a few choice quotes and indiscreetly read it at my desk, I’ll be transformed from mild-mannered brand man to the next Stephen Hawking in a heartbeat.
  Except it didn’t p
  
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• Behind the ad: Intu creates stop-motion Christmas tale to give 'impossible gift'

  29-10-2018 13:47
  Intu, the shopping centre company, has worked with Now for the third year to create its latest stop-motion Christmas ad.
  
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• Marketers complain of data 'disasters' in post-GDPR world

  29-10-2018 13:29
  Two-thirds admit to having experienced 'disasters' when it comes to managing data amid complaints that there is not enough in-house talent.
  
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• Does programmatic encourage clickbait and fake news?

  29-10-2018 13:20
  The Drum’s Promotion Fix columnist, Samuel Scott, moderated a panel discussion last week on publisher adtech trends in 2019 at the Barcelona office of adtech company Marfeel. 
  The participants were Marfeel chief executive Xavi Beumala, Forrester Research senior analyst Susan Bidel, Den of Geek US chief executive Jennifer Indeck and Rubicon Project’s Cayetano Chimeno. These are the highlights of their conversation.
  Scott: Print, TV and radio numbers are i
  
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• Justin Cooke named non-exec chairman as The Drum makes four top appointments

  29-10-2018 13:10
  The Drum has named former Possible chief executive Justin Cooke as non-executive chairman in one of four key appointments to its senior team.
  Cooke brings to the post vast business and marketing experience having founded the global digital agency Fortune Cookie, which he sold to WPP in August 2012, before running Possible in the UK for three years.
  He is also a former chair of Bima, current vice-chair of Unicef UK and an advisory board member to No 10 Downing Street and the British Museum.
  &ldqu
  
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• Best ads in 50 years: A rallying call for the BBC

  29-10-2018 13:06
  As part of Campaign's 50th anniversary, we asked the industry to look back on the best ads of the past 50 years. We are revealing one a day for your viewing pleasure...
  
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• Campaign Big Awards: See and hear the winning work

  29-10-2018 12:56
  Last night, the Campaign Big Awards celebrated the best of British commercial creativity.
  
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• Twitter to appear for the first time on Piccadilly Lights

  29-10-2018 12:37
  Iconic site will show giant hashtags and branded content.
  
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• Huel releases first TV ad with rebranded agency And Rising

  29-10-2018 12:37
  Powder shake company Huel has released its first TV campaign through London agency And Rising. It marks one of the agency's first campaigns since it rebranded from '18 Feet & Rising' in September.
  As part of the rebrand, the agency will now focus on series B-funded clients as it tries to carve out a niche servicing scaleups. 
  Marketed towards the fast-paced and the health conscious, three-year-old Huel pitches itself as a healthy on-the-go meal alternative. 
  Th
  
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• Upskirting and social media anxiety: GQ report lifts lid on modern masculinity

  29-10-2018 12:21
  Study finds that three out of 20 men in the workplace do not view upskirting as sexual harassment.
  
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• Condé Nast sets up its own UK advertising agency

  29-10-2018 12:00
  Condé Nast has set up an advertising agency and brand consultancy within Vogue House, the company’s British headquarters.
  It was opened a couple of months ago under the steerage of Simon Gresham Jones who joined Condé Nast International last year as chief digital officer with the remit of unearthing new revenue streams. Since then, he has been quietly building up the team, reorganising the talent it already had in-house and poaching from its newf
  
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• LoopMe wins $17m of investor backing

  29-10-2018 11:49
  LoopMe has been handed $17m (£13.2m) by investment firm BGF to help it better utilise mobile data to drive foot traffic and sales.
  The cash will power further global expansion of the ad tech platform, which uses artificial intelligence to improve campaign performance.  There will be a particular focus on the US market as it seeks to bring its AI optimisation, attribution and analytics software to new customers.
  Major brands to have used LoopMe technology include th
  
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• Huel unveils debut TV ad by And Rising

  29-10-2018 11:34
  Spot highlights the brand's on-the-go meals.
  
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• Iceland moves advertising in-house after Karmarama split

  29-10-2018 11:09
  Karmarama was behind Iceland's successful 'Power of frozen' campaign.
  
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• Gwyneth Paltrow's Goop brand under fire over health claims

  29-10-2018 11:09
  Goop, the lifestyle and wellness brand owned and launched by Gwyneth Paltrow, has been reported to the Advertising Standards Authority over 113 alleged breaches of ad regulations.
  
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• Jon Mew: New tax proposals risk harming the UK digital advertising market

  29-10-2018 10:46
  The UK digital advertising market is a success story. Through its Digital Charter, the Government has set itself the task of making the UK the best place to start and run a digital business, and it’s beginning from a strong position with the online ad industry. The market not only contributes directly to the economy – every £1 spent on advertising contributes £6 to GDP – but also helps to fund digital content and services. And the UK leads Europe: our digital advert
  
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• Creative Works EMEA featuring Rothco, Grey London, 84.Paris and more

  29-10-2018 10:45
  Welcome to The Drum Creative Works, supported by Workfront.
  As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. We're using our five-star voting system, so to vote for your favourite, make sure you click on the stars.
  For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form.
  For voting updates and more follow The Drum Creativ
  
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• Movers and Shakers: TUI, McCann, The & Partnership, KP Snacks, Landor, Forward3D and more

  29-10-2018 10:31
  Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry.
  
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• IBM acquires Red Hat for record-breaking $34bn to close the gap in cloud computing

  29-10-2018 10:16
  IBM has launched a rearguard action to wrest cloud computing dominance from Amazon, after agreeing to purchase open source software firm Red Hat in a $34bn deal – its largest ever and the third biggest technology deal on record.
  The costly acquisition will help IBM gain a foothold in the fast-growing open source cloud services sector, augmenting its own expertise in more traditional cloud software.
  Technology firms are becoming increasingly focussed on open source rather than closed softwa
  
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• DOOH and connected TV 'will encourage' advertisers to shift money back into brand-building

  29-10-2018 09:57
  New research from JCDecaux highlights 'brand gap'.
  
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• Lego invites stressed 'kidult' millennials to discover 'zen' in its bricks

  29-10-2018 09:40
  Lego is seeking to build new markets with an alternative campaign targeting stressed millennial adults instead of hyperactive children.
  A new ad appearing in Instagram feeds depicts a woman attempting (unsuccessfully) to find inner peace on a yoga mat, only to find the answers to her prayers in the form of a colourful plastic sailing ship after meticulously assembling the craft by hand.
  By taking time out of a busy day to focus on the particular pastime, Lego implies it can offer a fast-tra
  
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• From carmakers to banks, how are modern businesses learning the language of voice tech?

  29-10-2018 09:35
  From the automotive industry to healthcare to financial services, The Drum explores how voice technology is finding its way into every inch of our lives, sector by sector, and why you need to pay more than lip service.
  Motor mouth
  Whether it’s ensuring that every V8 engine emits a hungry growl or harnessing pareidolia to give the headlights of a tarmac-hugging coupe a particularly menacing glare, automobile makers have been adding quirks of personality to their cars for decades. It’s
  
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• Digital Podge returns with 'Unconsciously Coupling' theme

  29-10-2018 08:58
  Digital agency Lab has created the theme 'Unconsciously Coupling' for annual industry event, Digital Podge.
  The theme is based on actor Gwyneth Paltrow’s famous ‘conscious uncoupling’ from Coldplay frontman Chris Martin prior to their divorce.
  As part of the event, Lab has designed the event’s microsite and invitations, as well as the guest experience on the day, which will feature a number of creative technology installations which employ some of Lab’s ne
  
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• Amid boycott calls, Budweiser promises a 'purposeful' approach to the Super Bowl

  29-10-2018 08:45
  Budweiser is committed to advertising on football’s biggest stage, but the brand is making a conscious shift from “pure entertainment to more purposeful messaging,” according to a company marketing executive, Ricardo Marques.
  Celebrities such as Rihanna and Amy Schumer have already announced commercial boycotts for February’s Super Bowl, citing “deep inequality and endless racism” in the National Football League. Marques, AB InBev&rsqu
  
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• Kellogg, Channel 4, BBC: Everything that matters this morning

  29-10-2018 08:40
  Channel 4 picks Leeds as its new ‘national HQ’
  Channel 4 has picked Leeds as the location of its new ‘national HQ’, while Britsol and Glasgow will host its two new creative hubs. The moves are part of its 4 All the UK strategy, launched in March, which aims to significantly increase how much the broadcaster spends across the UK and increase commissions from areas outside London from 35% to 50% by 2023.
  The new locations will home to 300 Channel 4 jobs when fully establis
  
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• Ikea, Debenhams, Ryanair: Everything that matters this morning

  29-10-2018 08:40
  Ikea champions diversity in holiday campaign
  Ikea US is championing diversity in this year’s holiday advert by showcasing families of various ages and ethnicities.
  The 60 and 30-second spots which adhere to the tagline, “our holidays don’t all look the same, maybe that’s what makes us great”, features families celebrating both Hanukkah and Christmas while others are seen eating their version of a traditional holiday meal whether it be noodles or hot coco.
  Christine
  
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• Ikea, Apple, Spotify: Everything that matters this morning

  29-10-2018 08:40
  Ikea to roll out smaller format stores beyond London
  Ikea is planning to roll out its city centre store format to other locations across the UK following the success of its debut London site. The new store format, which opened in October, allows shoppers to browse items and plan their interior design without visiting a large out-of-town location.
  UK and Ireland CEO Javier Quinones described the store on Tottenham Court Road – known as a Planning Studio – as a “learning ex
  
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• Amazon, Facebook, Next: Everything that matters this morning

  29-10-2018 08:40
  Amazon launches ‘try before you buy’ fashion service
  Amazon Fashion has launched Prime Wardrobe, its ‘try before you buy’ shopping service, which allows Prime members to order items with no upfront charge and have them delivered for free. Users can then try items on at home and only pay for the pieces they decide to keep.
  There are thousands of fashion products available as part of the service, which covers women’s, men’s and children’s clothing, shoes,
  
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• Amazon, BP, Wagamama: Everything that matters this morning

  29-10-2018 08:40
  WACL calls to end ‘leadership gap’ in marketing 
  Women in Advertising and Communications London (WACL) is calling on the industry to tackle gender inequality in senior roles.The networking organisation partnered with LinkedIn and found that women only make up 36% of leadership roles in marketing and communications despite comprising of 50% of the workforce in the UK.
  This 14% “leadership gap” had led WACL to launch a guide on how to increase women in senior roles. T
  
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• Helen Tupper: Remember to put the ‘care’ into career

  29-10-2018 08:10
  As a manager, I’ve always felt proud of the teams I’ve built and how I help the people in those teams to grow. While there is an awful lot for me to develop as a leader, developing teams and people is a ‘super strength’ for me, and one of my most important motivators at work.
  Recently, someone asked me what my management process was and how I was able to develop personal commitment from my team. I struggled to define anything more articulate than ‘I listen and I ca
  
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