Marketing news

• Hulu reels in YouTube TV lead Heather Moosnick to drive content partnership strategy

  30-10-2018 20:13
  Hulu announced today the hire of Heather Moosnick as senior vice president of content partnerships.
  Moosnick, who most recently served as Google’s head of global business development for YouTubeTV and Google Fiber wireless service, has been hired by the streaming service to drive its content acquisition strategy across live and on-demand, as well as emerging content opportunities.
  During her time with YouTubeTV and Fiber, Moosnick led teams that locked down content deals for the company&rs
  
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• Ads We Like: The New York Times maps the evolution of a story through real journalists’ calls

  30-10-2018 19:37
  The latest ads from The New York Times’ ‘The Truth is Hard’ campaign track the real-life stories and zeitgeist-altering scoops through phone calls, notes and drafted headlines.
  Devised by Droga5, two new films have been created under the banner of ‘The Truth is Worth It’.
  The first, which is entitled ‘Perseverance’, depicts national immigration reporter Caitlin Dickerson’s dedication to report that migrant children were being separated from their p
  
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• Apple takes a look at celebrities ‘Behind the Mac’ using found footage images

  30-10-2018 19:33
  Apple is a full-color brand, but a film full of black and white images of celebrities like Paul McCartney and Serena Williams is making a mark for the tech brand as it rolls out more new products.
  The company just unveiled the all-new iPad Pro, Mac mini, and MacBook Air at the ‘There’s More in the Making’ event at the Brooklyn Academy of Music in New York, which paid tribute to creativity. While new products are always a highlight at Apple events, the ‘Make Something
  
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• The Drum's Biz Dev 100: Kate Barker, Business Development Manager, Start

  30-10-2018 19:13
  Welcome to The Drum’s Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.
  Below is Kate Barker, one of those at the top of their field who work in the UK biz dev sector.
  Name: Kate Barker
  Job Title: Business Development Director
  Agency: start
  What were your highlights of last year?When I started at 18 Fee
  
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• Ikea shows the diversity of families during the holidays, no matter how they celebrate

  30-10-2018 18:26
  Ikea products appeal to people across the globe, and the diversity of its customers and the varied ways they celebrate the season are on display for its latest holiday spot.
  The spot, ‘Maybes,’ takes an inclusive approach to the holidays, exploring different holiday traditions and familial bonds. It also showcase Ikea products, but in an integrated style that flows with the action.
  The ad, by Ogilvy, finds families of all types in celebration over meals and in homes. The vo
  
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• Amazon takes on UK fashion retailers with 'try before you buy' service

  30-10-2018 18:23
  Amazon has brought Prime Wardrobe, its 'try before you buy' fashion shopping service, to the UK. 
  The feature, which will help the e-commerce giant take on the likes of Asos, is available to Amazon Prime subscribers. It allows customers to have clothes delivered free of charge, giving them a seven day period in which to decide what they want to return, keep, and pay for. Shipping is free both ways.
  Brands available for purchase through Prime Wardrobe UK at launch include a mix of high stree
  
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• R/GA promotes Sean Lyons to replace Bob Greenberg as global CEO

  30-10-2018 18:18
  R/GA has promoted Sean Lyons to global chief executive, replacing founder and chairman Bob Greenberg who has held the post for more than 40 years.
  Lyons was previously the agency's US president, and has been with the company for 11 years in two separate stints. He was personally appointed by Greenberg as his successor and will take up the post on 2 January.
  Greenberg said of passing the torch over: “I could not be happier to have found both a partner and future successor in Sean. In his el
  
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• R/GA's Bob Greenberg hands global CEO title to Sean Lyons

  30-10-2018 18:14
  Greenberg will remain active at the company through to 2020.
  
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• Campaign Event Awards 2018 winners revealed

  30-10-2018 17:35
  Desperados' Skyfest activation by Jack Morton Worldwide and We Are Pi has picked up the coveted Grand Prix at the Campaign Event Awards.
  
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• How Allstate's Mayhem brought carnage and humor to insurance marketing

  30-10-2018 17:18
  Commercials for insurance companies have often taken a serious tone, and for good reason: If your car gets totaled or your home catches fire, you need to know that the company that has your back is one that can be taken seriously.
  Allstate flipped that approach on its head with the introduction of Mayhem in 2010 — so effectively that the campaign featuring him is still going strong. Leo Burnett pitched an idea for a Reservoir Dogs doppelganger (he was known as 'Mr  Mayhem' in the clie
  
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• Best ads in 50 years: How Honda created art, not ads

  30-10-2018 17:17
  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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• Mackintosh Medal recipient Eric Burleton dies

  30-10-2018 17:03
  Burleton worked in advertising for more than 50 years and received the medal in 1987.
  
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• How messaging bridges the chasm between brands and customers

  30-10-2018 16:46
  The post How messaging bridges the chasm between brands and customers appeared first on Marketing Week.
  
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• Royal British Legion courts stars like Bear Grylls to front WWI centenary campaign

  30-10-2018 16:45
  As we reach one hundred years since the end of World War I, The Royal British Legion, along with a number of recognisable personalities, give thanks to The Great War generation and the legacy they left behind. 
  The centenary campaign, created by Leagas Delaney, is the culmination of The British Legion's 'Thank You' movement, and features such prominent TV British figures as Bear Grylls and Mark Strong, alongside revered war veteran lance ser
  
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• The Drum Advertising Awards 2018 finalists announced

  30-10-2018 16:40
  It’s time to reveal who's made the shortlist for The Drum Advertising Awards.
  According to chair person, Nick Law, chief creative officer at Publicis Group, there was a time when the industry was obsessed with doing integrated campaigns, checking off boxes and creating multiple assets that were pushed out through various channels.
  “The trends I am seeing now, is that you come up with one very beautiful and interesting asset that can belong in many places,” he explaine
  
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• Doing well by doing good: the new age of corporate responsibility

  30-10-2018 16:20
  Too often, corporate responsibility is viewed as little more than reputation management by businesses that focus simply on shareholder return. But the accountability of brands to those with whom they do business, and the wider communities in which they operate, has never been more important to consumers.
  We have undoubtedly reached a watershed moment in public opinion on the excessive use of plastics. The tragedy of Grenfell Tower highlighted the social challenges facing so many in our cities, w
  
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• Isobar announces new chief experience officer and chief design officer appointments

  30-10-2018 16:15
  Isobar has announced two senior appointments of Simon Gill to chief experience officer (CXO), EMEA and Daniël Sytsma to chief design officer (CDO), EMEA.
  Gill’s previous role was chief creative officer at Isobar UK  where he worked with the Dentsu Aegis Network portfolio of agencies, championing the creative use of digital, with 20 years of industry experience.
  Sytsma founded Studio Kraftwerk, a design agency for innovation and digital products in 2014, with the agency becoming p
  
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• Efficiency versus effectiveness: Why marketers need to move beyond ROI

  30-10-2018 16:12
  Return on investment (ROI) has become a key measure for businesses looking to determine the success of their marketing spend. And it can be a “sensible” measure of performance, according to marketing effectiveness consultant Peter Field.
  However, there is a risk that by looking at ROI alone, marketers focus on marketing efficiency rather than marketing effectiveness. According to Mark Ritson, speaking in the next instalment of our video series on marketing effectiveness, created in
  
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• Coca-Cola puts focus on scaling new brands to drive growth

  30-10-2018 15:53
  Coca-Cola has created a Global Ventures group to help scale new brands and identify opportunities to get “maximum value out of acquisitions” as the company looks to reduce its reliance on its core fizzy drink brands.
  Speaking on a call to investors today (30 October), CEO James Quincey acknowledged that the company was “not as fast as we would like to be” in terms of scaling new brands across the world.
  The drinks company appointed its chief people officer, Jennifer Mann
  
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• Ogilvy offers all UK staff voluntary redundancy in effort to 'reshape' business

  30-10-2018 15:49
  All staff at Ogilvy UK have been offered voluntary redundancy as part of the agency's radical restructuring drive. Employees have been issued a deadline of Friday (2 November) to apply. 
  The news was broken to staff at a company meeting on Monday (29 October) in which they were told they had until the end of this week to apply. A source within the agency told The Drum that if the volume of opt-ins is too low, the company may be forced into compulsory redundancies.
  The Drum asked Ogilvy
  
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• There's good news and there's bad news: why positivity on social media drives positive interaction

  30-10-2018 15:40
  Have you ever noticed how little the news informs us about the positive things that are happening in the world? Social media has created a world for us to freely share our opinions, but are they really your opinions or are they the opinions of the media corporations that have influenced the way you think? 
  Without realising, the news can shape your identity and change the mood of how you started your day. What’s the first thing you do when you wake up? Do you check your phone? Is the
  
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• ‘It’s about more than selling product’: Rimmel adapts ROI metrics for first global purpose drive

  30-10-2018 15:40
  Rimmel has gradually shifted towards a marketing model that's more influencer-led, enlisting global stars as well as comparatively smaller beauty bloggers fronting more of its advertising. With this, the brand has noted a dramatic a rise in the number of hateful comments directed towards the people featured on its own social channels. So, in response, it has launched a global campaign to tackle cyberbullying.
  To take a closer look, the Coty-owned company commissioned a report into the probl
  
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• Aviva's Investors division chooses McCann Enterprise to lead global advertising

  30-10-2018 15:28
  The asset management wing of the Aviva Group, Aviva Investors, has awards its global advertising account to McCann Enterprise.
  After a competitive six-way pitch, the company appointed the agency as its lead global strategic and creative agency, to spearhead global campaigns.
  The pitch was managed by The Drum Recommends. 
  McCann Enterprise, McCann Worldwide's agency group dedicated to corporate business-to-business (B2B) communications, will focus on the strategic positio
  
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• Etsy promotes wellness in latest activation

  30-10-2018 15:22
  The pop-up in Covent Garden runs during 2-4 November.
  
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• Navigate Travel appoints Rooster as its first UK PR agency

  30-10-2018 14:50
  Navigate Travel has appointed Rooster as its first UK PR agency to boost bookings for its MedSailors, Yacht Getaways and Wild Kiwi brands.
  Rooster’s primary brief is to drive awareness for MedSailors, which offers balanced, unforgettable skippered sailing holidays in the Mediterranean and Caribbean for 20-35 year-olds. MedSailors is on a mission to prove that sailing holidays are not just for the rich and famous.
  Launched in 2010, MedSailors has, across eight seasons, hosted over 20,000 tr
  
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• If you want my loyalty, don’t make me feel like a loser

  30-10-2018 14:38
  I’ve been facing relegation recently and I don’t feel good about it. My football club is having a terrible season and languishes in the red zone at the bottom of the league table. The prospect of an end-of-campaign drop looks ominously likely.
  Now I find out that the airline I’ve consistently preferred for long haul flights over the last few years is taking away my Gold status and threatens me with Blue oblivion. There’s more. The petrol station I often used last year has
  
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• Very.co.uk helps parents find their children’s gift: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  30 October: Girl fulfills space dreams after Very.co.uk helps parents find the right gift
  Parents are invited to do some future-gazing in Very.co.uk’s Christmas campaign with a heart-warming video about finding the gift that helps children find their gift.
  The animated film, created by St Luke’s, opens with a young girl playing with her toy rocket (that’s right, girls like rockets too) before following her journey through life as her interest in the universe and space travel g
  
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• Save the Children warns Christmas jumpers should be ‘worn responsibly’: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  6 November: Save the Children warns Christmas jumpers should be ‘worn responsibly’
  Save the Children is promoting its annual Christmas Jumper Day with an ad, created by adam&eve DDB, that warns the clothing must be worn responsibly.
  To demonstrate why, the campaign features people who have not fully thought through whether wearing a Christmas jumper is appropriate. One is a fitness instructor leading a spin class; another is a dentist; while a third is a policeman on a stakeout.
  
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• Marks & Spencer asks the nation to pick their #MyMarksFave food: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  This year, we’ve travelled the length and the breadth of the country to ask the nation what their M&S Christmas Favourite is. What’s your favourite M&S food? Join the conversation using #MyMarksFave pic.twitter.com/QqNkLHGwY7
  — M&S (@marksandspencer) November 8, 2018
  8 November: Marks & Spencer asks the nation to pick their #MyMarksFave food
  What better way to work out what’s the nation’s favourite Chirstmas food than to travel the length and breadt
  
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• Lego transports children to imaginary worlds with first global Christmas campaign: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  5 November: Lego debuts first global Christmas campaign
  Lego’s first ever global Christmas advert hits UK TV screens today, looking to show how Lego can transcend the limitations of a plastic building block and ignite the even the wildest of wishes of the imagination.
  From space jets to a high speed police chase, the 60-second spot – set to Strauss’s Blue Danube Waltz – features children from all over the world unwrapping their Lego gifts before being transported to anot
  
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• JD launches biggest ever Christmas campaign: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  7 November: JD launches biggest ever Christmas campaign
  JD has turned to celebrities such as boxer Anthony Joshua, Manchester United footballer Jesse Lingard and US actor Jaden Smith to give its Christmas campaign some start power.
  The film featuring the stars will air on TV in the UK, France, Holland, Spain, Italy and Ireland, as well as cinemas in Malaysia and Singapore. Campaign imagery will be used in stores and in out-of-home, while social media will be used to amplify its reach.
  Stephen W
  
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• Fortnum & Mason celebrates 300 Christmases with first ever film: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  1 November: Fortnum & Mason unveils first Christmas film
  Fortnum & Mason is celebrating having been around for more than three centuries’ worth of Christmases with its first ever festive film as part of its Masters of Merry campaign.
  Looking to showcase the momentous change that has happened over the past 300 years, as well as celebrating the “merriment and magic” of Christmas, the 45 second film is a mix of original archive footage and live footage of Christmas produc
  
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• Amazon boxes sing Jackson Five: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  3 November: Amazon boxes sing Jackson Five
  Amazon has brought its singing boxes back for a second year, giving their rendition of that renowned festive classic (…) Can You Feel It.
  Throughout the ad – which will run in 30-, 60-, and 90-second spots – people (and dogs) who have “embraced the spirit of Christmas” are able to see the magic of the boxes come to life.
  And for the first time, Amazon is letting its hardworking delivery drivers and warehouse workers see t
  
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• Aldi brings back Kevin the Carrot, again: The Marketing Week Christmas blog 2018

  30-10-2018 14:18
  2 November: Aldi brings back Kevin the Carrot, again
  Aldi is teasing its Christmas marketing campaign for 2018, releasing a 40-second trailer that reveals its festive mascot, Kevin the Carrot, is back for the third time.
  In the spot, created by McCann, Kevin is featured driving a lorry that looks suspiciously similar to the Coca-Cola Christmas truck. But he finds himself in trouble once again when the lorry is knocked off course by an avalanche, leaving Kevin teetering on the edge of a cliff.
  C
  
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• Enter now for Campaign Agency of the Year!

  30-10-2018 13:25
  An international extension of Agency of the Year award comes as Campaign celebrates its 50th anniversary.
  
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• Sky, The Guardian and Vice are betting big on Snapchat's TV-style shows with unskippable ads

  30-10-2018 13:24
  Channel 4, The Guardian, Sky News and Vice are among a slew of UK media brands readying original and reworked programming for Snapchat’s vertical TV-style offering, ‘Shows’. They claim the move that will give advertisers more opportunities to buy unskippable ads against premium content within Snap's walls.
  Shows first launched in the US two years ago with a focus on getting publishers and broadcasters to create longer, episodic, content for Snapchat’s Discover s
  
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• Ogilvy UK offers all staff voluntary redundancy

  30-10-2018 13:17
  The company stresses that this is not a cost-savings move.
  
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• People on the move including The United Nations, NBA, Nokia, McCann and more

  30-10-2018 12:57
  This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below.
   
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  KP Snacks
  KP Snacks has appointed Kevin McNair, formerly of Britvic, as its new marketing director.
  McNair left Britvic, where he was Great Britain marketing director, earlier this year. There he handled brands including Robinsons and J2O and led the launch of Purdey’s and
  
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• McCann Worldgroup unveils plan to relocate 1,200 staff to new Bishopsgate office

  30-10-2018 12:54
  The move is set for 2020, with 11 agencies moving to the former RBS building.
  
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• Why entering awards will have prospective clients banging at your agency's doors

  30-10-2018 12:45
  Winning an award. It’s one of the best feelings in the world. Joyous, fulfilled and the satisfaction that your work is better than all the rest.
  There are plenty of reasons why you should enter awards, especially The Drum Awards, but one of the most important is how it impacts your business.
  The Drum spoke to Eurotunnel’s sales and marketing director, Jae Hopkins; Missguided’s digital marketing director, Nick Bamber and vice president of demand, EMEA at Adsquare, James Chandler
  
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• TimeTo campaign exposes reality of sexual harassment in advertising

  30-10-2018 12:45
  Work by Lucky Generals highlights settings where sexual harassment takes place and challenges viewers to 'draw the line'.
  
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• Costa enlists Ogilvy to study consumer behaviour for ‘solutions’ to meet recycling pledge

  30-10-2018 12:43
  Costa Coffee has embraced Ogilvy UK’s behavioural science unit to help it, and customers, recycle more disposable coffee cups. The findings will be piloted by Heathrow Airport before they are scaled up globally.
  The Coca-Cola-owned brand has committed to recycling the same volume of cups it puts into the market in a bid to offset its environmental impact – in line with its owner’s stance on recycling.
  Ogilvy’s research found that more than 7m disposable coffee cups are us
  
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• WWF's bold ad by Uncommon urges people to fight for their world

  30-10-2018 12:37
  A TV spot highlights to the first generation to know they are destroying the world that they could be the last to reverse the damage.
  
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• Does anyone outside adland's bubble care about legacy agency brands?

  30-10-2018 12:34
  Young & Rubicam and WCRS have gone to the great agency scrapheap in the sky.
  
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• Snapchat launches TV-style content on Shows with non-skippable ads

  30-10-2018 12:31
  Brands that have signed up include The Guardian and Global.
  
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• Media Bounty partners with Lee Kum Kee sauces to produce ‘Soy Senses’ animations

  30-10-2018 12:29
  Lee Kum Kee, a supplier of Chinese and Asian sauces, has partnered with Media Bounty to develop a series of animations and informative content as the second phase of its ‘Awaken Your Soy Senses’ campaign.
  The animations were inspired by research in 2017 which found that despite 62% of Brits owning a bottle of soy sauce at home more than 50% of people couldn’t tell the difference between Dark and Light Soy Sauce. With an extensive range of soy sauces, Lee Kum Kee saw this as an
  
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• Ads We Like: Celeste Barber and Heist say 'no thanx' to insufferable shapewear

  30-10-2018 12:29
  Underwear brand Heist Studios, famed for its seamless tights, has teased a venture into shapewear with a tongue-in-cheek video that shows comics struggling, sweating and squeezing themselves into traditional control underwear.
  Australian comedian Celeste Barber – who has gained a mammoth Instagram following for parodying ridiculous celebrity photoshoots –  is among the famous faces who showcase just how hard getting into garments that promise to slim and smoo
  
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• Best ads in 50 years: Microsoft Xbox's timely strapline

  30-10-2018 12:16
  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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• Coty appoints The&Partnership as lead creative agency for Wella Professionals

  30-10-2018 12:11
  Coty has appointed The&Partnership London as the global lead creative agency for the Wella Professionals brand.
  The agency jumps immediately into a brief to "drive brand excellence" and "elevate" creativity.
  Laura Simpson, chief marketing officer at Coty Professional Beauty, commented: “Founded in 1880, Wella Professionals is a leader in salon hair care and we want to ensure the brand remains relevant, meaningful and forward-looking. The&Partnership have convinc
  
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• Best ads in 50 years: Wonderbra obeyed all the rules of a great poster

  30-10-2018 12:07
  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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