Sales & Marketing news

• The rise of ‘social realism’ in advertising

  10-11-2016 18:28
  
  Iceland’s ‘Power of Frozen’ campaign features real familiesGogglebox culture has come to advertising. Where brands once spent money on celebrities, special effects and fantasy scenarios, their ads are increasingly populated by real people filmed in real situations.
  Brands such as TalkTalk, McCain, Iceland and Aviva are all tapping into this social realism trend in their creative, but what are the reasons behind it and is it hitting the mark with consumers?
  VIDEO: How ‘rea
  
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• How ‘real life’ ads impact on viewers’ emotions

  10-11-2016 18:06
  
  To explore whether advertising featuring real people in real situations produces a different emotional response from big budget ads featuring celebrities and special effects, I conducted an experiment with Sensum, which specialises in emotion research and measurement.
  READ MORE: The rise of ‘social realism’ in advertising
  For the test I wore finger sensors that measure microscopic levels of sweat on the hands, also known as galvanic skin response. The more the hands sweat, the more
  
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• The John Lewis Christmas ad: Marketers react

  10-11-2016 16:09
  
  John Lewis wants to make people laugh not cry with its Christmas ad this year, with early figures suggesting huge buzz.
  Since the YouTube launch this morning (10 November) there have been 61,000 mentions of the ad on Twitter. The ad’s dog has generated 48,234 mentions – under the #BusterTheBoxer hashtag – while mentions peaked at 8.31am with 390 mentions per minute.
  “In 2014, Monty the Penguin made 14,000 people cry, this year they’ve made 82% of people who are dis
  
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• Airbnb wants ownership of the whole travel experience

  10-11-2016 16:07
  
  Airbnb wants to improve the user experience by encouraging its hosts to “do that little bit extra” and organise personalised trips in cities.
  Speaking at BiteLive by creativebrief event yesterday (9 November), Airbnb admitted it is a challenge for the brand to make a “human to human” connection due to its digital foundations.
  As a result, it is now hoping to put a bigger focus on its hosts so it can control the user experience more closely.
  “It is a challenge as we
  
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• Tinder CEO: ‘The tone of the US election was insane’

  10-11-2016 16:04
  
  To better engage its politically astute 80% millennial user base, Tinder decided to launch its global Swipe the Vote campaign in 2016, the first year all millennials were old enough to vote.
  The US election Swipe the Vote campaign surveyed Tinder users in 15 countries, responding to global interest in the election among users, many of whom were already using the platform to campaign for Donald Trump or Hillary Clinton.
  “The tone of the election was insane and it forced us as a team to ref
  
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• Mark Ritson: Those who bash segmentation and targeting are talking nonsense

  10-11-2016 15:56
  
  The tactification of marketing has many implications but one of the most annoying is that we appear to be increasingly obsessed with the communication part of our discipline at the expense of meatier strategic questions that were once at the centre of our fair industry. I am as guilty as the next marketer of getting hung up on content marketing (which is bollocks by the way) or the ongoing battle between TV and digital video at the expense of bigger, more important marke
  
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• Dot-Gap: Biddable Manager

  10-11-2016 14:00
  £28k:Dot-Gap:
  This is a great opportunity to start operating at manager level and really increase your skills and knowledge of PPC / Biddable within a small digital
  London (Central)
  
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• News UK restructures marketing team to focus on individual titles

  10-11-2016 12:24
  
  News UK is changing its commercial strategy by focusing on title-led teams and separating responsibilities for circulation revenue, subscription sales and marketing.
  Chris Duncan, previously chief customer officer across all titles, has been named managing director of the Times and the Sunday Times, while David Robinson, who was director of betting and gaming, will become managing director for The Sun and The Sun on Sunday.
  News UK says Duncan’s team will continue to grow sales and subscr
  
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• The 5 most memorable John Lewis ads

  10-11-2016 09:00
  
  John Lewis’s highly-anticipated Christmas campaign has finally hit our screens, so what better time is there to look back at some of its previous hits? We have compiled five of the retailer’s most well-known adverts – we challenge you not to get slightly teary watching them.
  1. The Long WaitIt was its 2011 ad that officially kicked off John Lewis’s winning streak in the annual Christmas ad battle. The Long Wait features a young boy getting increasingly impatient in t
  
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• John Lewis’s Christmas ad aims to make people smile

  10-11-2016 01:01
  
  John Lewis is hoping #BustertheDog can surpass Monty The Penguin in popularityJohn Lewis has unveiled its hotly-anticipated Christmas ad, which features a little girl called Bridget whose trampoline becomes popular among the local wildlife community.
  The £7m campaign, created by Adam&Eve DDB, starts off with family dog ‘Buster the Boxer,’ jealously (see above) looking out the living room window as he watches two foxes, a badger, a squirrel and a hedgehog jumping on Bridget&
  
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• Warc Innovation Awards chair announced

  10-11-2016 01:00
  
  LONDON: Dana Anderson, Senior Vice President and Chief Marketing Officer of global snacks company Mondelez International. will chair the judging panel for the 2017 Warc Innovation Awards.Ad Age has called Anderson one of the "100 Most Influential...
  
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• VR delivers strong emotional engagement

  10-11-2016 01:00
  
  NEW YORK: Content delivered in virtual reality (VR) format produces significantly higher levels of emotional engagement than the same material shown in flat environments, according to new research.A study by ad tech firm YuMe and research firm...
  
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• Trump victory brings uncertainty

  10-11-2016 01:00
  
  GLOBAL: As news of Donald Trump's election victory sinks in, industry figures around the world have begun assessing the implications, with "uncertainty" the word on many people's lips and polling techniques under fire. "It's going to take a...
  
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• The Jefferson Group: Account Manager - Shopper Marketing Agency

  10-11-2016 01:00
  
  to £30,000:The Jefferson Group:
  Love creating ideas and want to work on probably the best brand in the world? Everyone who works here has the passion to do something brilliant!London (Central)
  
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• The Jefferson Group: Account Manager - digital agency

  10-11-2016 01:00
  
  £28-30k plus benefits:The Jefferson Group:
  Got a love for retail and intrigued by technology and want the chance to work for a really innovative digital agency then read on...
  London (Central),
  
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• Georgia-Pacific champions 'story orchestrators'

  10-11-2016 01:00
  
  ORLANDO, FL: Georgia-Pacific, the paper and household products group, is looking for marketers to become "story orchestrators", rather than simply acting as "warriors" and "scientists". Douwe Bergsma, chief marketing officer at Georgia-Pacific,...
  
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• Digital video turns to brand-building

  10-11-2016 01:00
  
  BRUSSELS: Digital video is increasingly being recognised as an essential brand building format with stakeholders moving towards measuring brand KPIs such as awareness and purchase intent and away from simple clicks, according to new research.The...
  
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• Aussie shoppers not so green

  10-11-2016 01:00
  
  SYDNEY: Australian consumers remain enthusiastic recyclers but they appear to be growing more cynical about the claims made regarding threats to the environment and the prices charged by environmentally friendly products, new research suggests.A...
  
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• Asian branded content performs poorly

  10-11-2016 01:00
  
  SINGAPORE: Content marketing campaigns in Asia are among the poorest performing globally, with only campaigns from Australia performing worse, new research has revealed. A study by technology platform Polar,
  
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• APAC agencies obfuscate audits

  10-11-2016 01:00
  
  SINGAPORE: The relationship between agencies and clients in Asia-Pacific has taken a further knock, as a new study suggests that some media agencies in the region seek to avoid transparent auditing procedures.FirmDecisions, a marketing contract...
  
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