Sales & Marketing news

• P&G adjusts sampling strategy after admitting it was ‘too myopic’

  23-02-2017 17:37
  
  Procter & Gamble (P&G) is adjusting its sampling strategy after taking a view that was “too myopic” on its return on investment (ROI) and comparing it to other advertising activity, which it admits “was a mistake”.
  Speaking at the Consumer Analyst Group of New York conference today (23 February), the company’s chief financial officer Jon Moeller said the FMCG giant was “careful” to look at how sampling affects the business and its ROI. But
  
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• Just Eat and Gumtree on why online brands should not rush to TV advertising

  23-02-2017 16:20
  
  Just Eat and Gumtree have urged online brands not to rush to TV advertising until they’re ready, as it could lead to consumer frustration and set the brand back.
  Speaking at a Thinkbox event today (23 February), Just Eat’s UK marketing director Ben Carter spoke about how TV “transformed the business” after establishing itself as a digital disruptor in the food space.
  New research by Thinkbox shows online businesses invested £639m in TV during 2016, an 8% increase y
  
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• International bulletin: P&G and Nike fight for gender equality, online ads are ‘overweight’

  23-02-2017 15:44
  
  40% of online ads found to be ‘overweight’A new report by US firm Ad Lightning claims more than 40% of online ads are larger than industry standards. And the study claims that because advertisers are creating online ads that are too big, websites are slower than ever. The rise of ‘fat ads’ could also be a big issue for marketers, with the longer loading times resulting in viewability issues.
  According to Ad Age, the Interactive Advertising Bureau sets a limit of 300kb for
  
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• International bulletin: P&G and Nike fight for gender equality & why online ads are ‘overweight’

  23-02-2017 15:44
  
  40% of online ads found to be ‘overweight’A new report by US firm Ad Lightning claims more than 40% of online ads are larger than industry standards. And the study claims that because advertisers are creating online ads that are too big, websites are slower than ever. The rise of ‘fat ads’ could also be a big issue for marketers, with the longer loading times resulting in viewability issues.
  According to Ad Age, the Interactive Advertising Bureau sets a limit of 300kb for
  
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• International bulletin: P&G and Nike fight for gender equality & ‘overweight’ online ads

  23-02-2017 15:44
  
  40% of online ads found to be ‘overweight’A new report by US firm Ad Lightning claims more than 40% of online ads are larger than industry standards. And the study claims that because advertisers are creating online ads that are too big, websites are slower than ever. The rise of ‘fat ads’ could also be a big issue for marketers, with the longer loading times resulting in viewability issues.
  According to Ad Age, the Interactive Advertising Bureau sets a limit of 300kb for
  
  Read more

• Unilever puts brands on alert as it kicks off ‘comprehensive review’

  23-02-2017 13:34
  
  Flora is one of the brands that could be sold as part of the reviewUnilever is planning a “comprehensive review” of its business as it looks to prove to shareholders they are getting the best deal following the aborted takeover attempt by Kraft Heinz.
  Unilever says the review will aim to “accelerate delivery of value for the benefit of shareholders”. It should be completed within three months.
  “The events of last week have highlighted the need to capture more quickl
  
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• Fairtrade hunts for emotional connection in strategy shift

  23-02-2017 10:00
  
  The Fairtrade Foundation is shifting its marketing strategy as it looks to engage with consumers emotionally by communicating the “human element” of its work.
  The Foundation is launching a new creative platform, ‘Don’t feed exploitation’ in preparation for its annual Fairtrade Fortnight, which this year runs from 27 February to 12 March. Created by new agency AMV BBDO, the strategy aims to show not just how well Fairtrade has done in improving the lives of farmers
  
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• Huggies takes CASSIES Grand Prix

  23-02-2017 08:30
  TORONTO: A campaign by Ogilvy and Mather for Huggies that encouraged women to hug their babies has won the Grand Prix at the CASSIES Awards, Canada's only industry awards program recognizing business effectiveness.In addition to the Grand Prix, a...
  
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• Thinkbox: TV can gain more credibility in wake of Facebook metrics scandal

  23-02-2017 01:01
  
  Distrust among marketers in the wake of the Facebook metrics scandal has only reinforced the credibility of TV, according to Thinkbox.
  The trade body says TV revenues totalled £5.27bn in 2016, a rise of 0.2% year on year and the seventh straight year of growth. Procter & Gamble was the most viewed TV advertiser in 2016 with 34.8 billion views, 14% more than its TV ads generated in 2015.
  According to Matt Hill, research and planning director at Thinkbox, the recent move by P&G&rsqu
  
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• Thinkbox: TV can gain credibility in wake of Facebook metrics scandal

  23-02-2017 01:01
  
  Distrust among marketers in the wake of the Facebook metrics scandal has only reinforced the credibility of TV, according to Thinkbox.
  The trade body says TV revenues totalled £5.27bn in 2016, a rise of 0.2% year on year and the seventh straight year of growth. Procter & Gamble was the most viewed TV advertiser in 2016 with 34.8 billion views, 14% more than its TV ads generated in 2015.
  According to Matt Hill, research and planning director at Thinkbox, the recent move by P&G&rsqu
  
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• L’Oréal looks to have a ‘bigger purpose than selling product’ with e-mentorship programme

  23-02-2017 01:01
  
  L’Oréal Paris is collaborating with The Prince’s Trust to launch its ‘All Worth It’ programme, an e-mentorship initiative designed to help boost young people’s self worth.
  The programme hopes to help 10,000 young people by “turning self-doubt into self-worth”. It is in response to figures released today (23 February) by The Prince’s Trust showing that one in three young people say they don’t believe in themselves, rising to 42% of you
  
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• Sony Pictures leverages psychographics

  23-02-2017 01:00
  LAS VEGAS: Sony Pictures, the movie studio, is successfully reaching digital consumers by using "psychographically-customized content" that can connect its films with their specific interests.Josh Greenstein, President/Worldwide Marketing &...
  
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• Online businesses spend most on UK TV

  23-02-2017 01:00
  LONDON: Online businesses are now the biggest TV advertisers in the UK, according to a new industry study that also revealed £5.27bn was invested in TV advertising in 2016.Thinkbox, the TV marketing body, said TV advertising in the UK
  
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• Mobile vies with desktop for video

  23-02-2017 01:00
  LONDON: Mobile is on course to become the most popular screen for viewing videos in the UK, according to a new report that found video-viewing on smartphones is already on a par with desktops or laptops.For its State of the Industry: Mobile Video...
  
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• CPG brands try to catch up on digital

  23-02-2017 01:00
  NEW YORK: Home care brands in the US have become more active with their digital efforts, but the overall transition to digital has been slower in CPG than in other sectors, a new report has found.Business intelligence firm L2 has compiled a...
  
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• Consumers need 'language of loyalty'

  23-02-2017 01:00
  SINGAPORE: Consumers in Singapore are showing signs of disengagement from traditional loyalty programmes with a quarter (24%) reporting that their expectations of brand loyalty have completely changed, a global study has found.Accenture, the...
  
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• 4G technology takes off in China

  23-02-2017 01:00
  HONG KONG: After just two years since they were launched, 4G networks now account for almost 6-in-10 (59%) of all mobile subscribers in mainland China, a leading telecoms analyst has revealed.Chris Lane, Senior Research Analyst at Hong Kong-based...
  
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