Scribble Soda | Global Sources - Multi-language


Global Sources - Multi-language

  • Le Tour de France, espace de communication pour les marques

    La Grande Boucle est l'occasion pour les marques partenaires de toucher leur public, via des véhicules dans la caravane publicitaire et des animations sur les étapes.
  • Manchester United’s social media followers top 100m

    Manchester United has become the first Premier League team to accumulate 100m global social media followers, having only recently become football’s first $1bn brand.

    The Mancunian team attained their numerical feat by combining their follower count for their 10 most popular social networks, led by Facebook which accounted for 63.9 per cent of the total.

    The remainder is accounted for by Tencent Weibo, Sina Weibo, Line, Instagram, Google Plus and Twitter which each account for between 5 and 8 per cent – with the first two highlighting the growing importance of the Chinese market to the club.

    This follows a period of stratospheric growth in the club’s digital fan base which has expanded by over 200 per cent in the last two years alone, up from just 33m in 2013, despite a dry spell which has seen the team fail to add any new silverware to their threadbare trophy cabinet.

    Manchester United still have a mountain to climb if they wish to reach the top of the global tree however with both Barcelona and Real Madrid sitting pretty with 196m and 145m followers respectively.
  • Cornetto engages vloggers to encourage the brand's teenage audience to 'show the love'

    Ice cream brand Cornetto has teamed up with Dutch lifestyle vlogger and singer Teske de Schepper, who performed ‘King for One Day’ for the brand’s global campaign anthem, to kick off its 2015 summer campaign.

    Written and composed by MassiveMusic, the track will now be released in the Netherlands, Belgium, Spain and Denmark and marks the second successive year Cornetto has worked with MassiveMusic.

    For the music video Teske and fellow vlogger David Choi, who also features on the song, conduct a social experiment with ice cream by handing out Cornettos on the streets of Barcelona to encourage the brand’s teenage audience to show the love.

    “We want to tell authentic stories from our brands and Teske has a very genuine relationship with her fans – that is what inspired us to work with her,” said Ozlem Birkalan, senior brand development manager, ice cream at Unilever. “It is the first time Cornetto has worked with vloggers and we are very excited to see how Teske’s fans react to the campaign.”

    MassiveMusic’s head of sonic branding, Michiel Cremers, added: “This is the second global campaign that we’ve worked on with Cornetto and it’s great to see how the role of music has developed, becoming much more important and it’s paying off so well.

    “The campaign extension and the partnership with Teske demonstrates how much the music industry is changing. Brands are discovering the power of music as a branding tool and carefully curated music tells their story on a more engaging level,”

    Recently signed to Universal Music, 19-year-old Teske is one of the biggest vloggers in the Benelux region with 200k YouTube subscribers and 135k Instagram followers. LA-based vlogger Choi has almost one million subscribers.
  • Belfast’s Lyric Theatre appoints We are AD to revamp digital strategy

    Belfast’s iconic Lyric Theatre has appointed digital agency We are AD to reshape its digital strategy.

    AD will partner with cloud ticketing solution providers Spektrix to modernise the Lyric’s website and online booking system. The AD team travelled to Belfast earlier this month to run an on-site workshop, identifying the key business objectives, user personas and goals of the theatre.

    The Lyric Theatre - AD's first client in Northern Ireland - reopened its doors in 2011 with a new £18.1 million building on the banks of the River Lagan. The Lyric has supported the early careers of local actors including Liam Neeson and Ciarán Hinds and aims to place local issues and people at the heart of its theatre.

    Ryan Crown, marketing officer at the Lyric Theatre, said: “AD’s creativity and strategy for the redesign were everything we were looking for. We’re looking forward to getting to know more of the AD team and beginning a long-term partnership.”

    David Johnstone, commercial director at We are AD, said: “Maybe it’s the magic of show business, but it’s hard not to be swept up in the enthusiasm and passion of the Lyric Theatre team. We have extensive experience working in the arts but each project is so unique,” said David Johnstone, commercial director at We are AD.

    AD has previously worked with several arts and culture organisations, including The Young Vic, London Philharmonic Orchestra, Almeida Theatre, Scottish Ballet and Royal Exchange Theatre in Manchester.
  • The Drum wins AOP Editorial Team of the Year for the second year running

    The Drum has been named Editorial Team of the Year for the second year running by the Association of Online Publishers (AOP).

    The accolade, awarded last night (Thursday 2 July) at a ceremony at the Roundhouse, London, adds to The Drum’s growing trophy cabinet which boasts PPA Business Magazine of the Year 2013, PPA Scotland Business and Professional Magazine of the Year 2014 and PPA Digital Content Team of the Year 2014 amongst others.

    "We're amazed to have won this award for the second year in a row but really are appreciative to the AOP Awards judges for believing that we are deserving of it,” said The Drum editor, Stephen Lepitak.

    “We will continue to work as hard as always to deliver content to the media and marketing industry which we hope they enjoy and learn from. I believe this says a lot for the team we have in place at The Drum right now, across the company, including this talented editorial team."

    The award comes just days after The Drum announced that executive editor of ExchangeWire, Ronan Shields, will be joining the award-winning editorial team as digital editor with Seb Joseph and Jennifer Faull promoted to interim news editor and senior reporter respectively.
  • [Vidéo] Et vous ? Quelle est votre histoire avec la 2 Seconds ?

    Julie Bordez,directrice communication et marketing de Quechua dévoile le dispositif de communication qui célèbre les 10 ans de la tente 2 Seconds.
  • Mondelez hires first global head of content and media monetisation

    Mondelez International has named senior marketer Laura Henderson its first global head of content and media monetisation as part of its wider efforts to use both to move audiences along the path to purchase and beyond.

    Henderson reports to the snack maker’s chief media and ecommerce officer Bonin Bough who is tasked with bringing media and commerce together in order to unearth new revenue opportunities. Prior to her promotion, Henderson was head of media and communications planning for Mondelez in North America for two years.

    Her role follows on from the arrival of Mondelez’s first global head of ecommerce Cindy Chen at the turn of the year, with both hires spotlighting the company’s hope to bet bigger on ecommerce in the future.

    The Oreo maker wants ecommerce sales to hit the £1bn by 2020 and so has experimented with a number of models already this year in order to carve out a long-term plan.

    From its recent tie-up with Facebook to prospective deals with media platforms like Zefr, Bough has stressed the need for branded content to not only sell its products but also be good enough to make money. He is a great admirer of the Buzzfeed model and wants the snack maker’s marketers to focus on quality of content rather than its reach.

    Mondelez was unable to detail how Henderson would further this objective by the time this article was published. However, it is likely she will adopt a more hands on role in bringing these ideas to market across its brands.

    It all feeds into Mondelez’s need for its media to not just work the margins. It wants to make smarter spending choices not cuts at a time when tougher cost-control measures internally mean its marketers have to respond to shifting content consumption habits in a more calculated manner.

    This thinking in part spurred it to kick off a global review of its media planning and buying business. It told The Drum at the time that the review will streamline its agencies from four to two that will focus on growing its capabilities, particularly in the areas of content and content monetisation.

    Mondelez isn’t the only FMCG brand looking to make headway in bridging the gap between content and sales. Unilever, Diageo, Mars and AB inBev are cautiously circling an area that could upset their relationships with retailers if not handled properly.
  • Brand Vine Chart: New entry from Wimbledon reveals the many faces of Andy Murray

    Welcome to The Drum's Brand Vine chart, powered by Burst, the short-form social video specialists.

    The chart is ranked on the number of loops generated by brands on the video sharing service each week.

    EE held on to the number one spot with a video warning music fans to keep their eyes peeled for the network's high speed herd of 4G cows, which were responsible for powering the festival's Wi-Fi.

    And with Wimbledon in full swing, the tournament clinched second place thanks a six-second clip of Andy Murray pulling some of his finest grand slam facial expressions.

    The footage of the former Wimbledon champion was part of the brand's #14VinesForWimbledon social campaign, which took place ahead of the second day of the event.

    Coming in at number three was Empire Magazine with a sneak preview of it's forthcoming issue. The special edition will rank the 100 greatest movie characters of all time from Darth Vader through to Joker.

    Intel, Domino's and O2 also made it into the chart.

    Vine Chart


    Vine by EEUK

    Video of Vine by EEUK

    Brand: EEUK
    Weekly Increase: +165.69%
    Current loops: 12,976,443


    Vine by Wimbledon

    Video of Vine by Wimbledon

    Brand: Wimbledon
    Weekly Increase: +101.37%
    Current loops: 22,919,652


    Vine by Empire Magazine

    Video of Vine by Empire Magazine

    Brand: Empire Magazine
    Weekly Increase: +72.99%
    Current loops: 55,740


    Vine by Intel

    Video of Vine by Intel

    Brand: Intel
    Weekly Increase: +67.61%
    Current loops: 30,585,623


    Vine by Mountain Dew UK

    Video of Vine by Mountain Dew UK

    Brand: Mountain Dew UK
    Weekly Increase: +45.14%
    Current loops: 273,479


    Vine by innocent drinks

    Video of Vine by innocent drinks

    Brand: Innocent Drinks
    Weekly Increase: +25.90%
    Current loops: 150,646


    Vine by Walkers Crisps

    Video of Vine by Walkers Crisps

    Brand: Walkers Crisps
    Weekly Increase: +21.74%
    Current loops: 2,106,262


    Vine by Dominos_UK

    Video of Vine by Dominos_UK

    Brand: Dominos_UK
    Weekly Increase: +16.75%
    Current loops: 2,679,980


    Vine by O2 in the UK

    Video of Vine by O2 in the UK

    Brand: O2 in the UK
    Weekly Increase: +15.21%
    Current loops: 462,362


    Vine by Lottery Good Causes

    Video of Vine by Lottery Good Causes

    Brand: Lottery Good Causes
    Weekly Increase: +8.59%
    Current loops: 515,747
  • The Economist bugs Londoners with free insect ice cream

    The Economist is offering Londoners a free sample of insect ice cream as part of a new experiential campaign designed to tempt new subscribers.

    Containing actual insects the tasty iced treat is perfectly timed to coincide with a recent heatwave and is intended to support the magazine’s long-standing enthusiasm for insect consumption as a ready source of protein to feed a burgeoning global population.

    Taking to the streets on a branded ice cream delivery tricycle today The Economist team will offer punter s a choice of flavours including Choc Hopper with real grasshopper chunks and Scurry Berry with a mix of insect parts.

    Marina Haydn, SVP of circulation and retail marketing for The Economist, said: "Experiential marketing approaches are being employed by The Economist as a core element of our global subscription marketing strategy. It is our way of bringing The Economist to potential readers in the real world, real time - and creating a content-laced experience that has been a journey to an area outside of the usual comfort zone.

    “We think this particular story about insects is the kind of mind-stretching material that our globally curious target audience will find particularly interesting, and hopefully, tasty as well.”

    In an editorial piece last September The Economist made a case for an insect diet by citing the twin challenges posed by a projected increase in the global population to 11bn by the end of the century and the impact of climate change on agriculture.
  • Pop giant Katy Perry super-sized for CoverGirl commercial

    CoverGirl has transformed pop giant Katy Perry into a real-life giant in its latest campaign.

    The Forbes highest-earning female celebrity is seen as a larger version of herself to promote the brand’s SuperSizer mascara.

    Earnings of $135m saw Perry snag the Forbes accolade earlier in the week.

    She placed third place overall in its list of the 100 richest celebrities with boxers Floyd Mayweather and Manny Pacquico stealing first and second with $300m and $185m respectively.

    Of the accolade she said: “I’m not here to brag. I’m here to inspire other females…when I saw Jessica Alba on the cover recently; I was like ‘That is so boss. That is so cool’.

    “I’m really happy to be on the cover as a strong female who has created her own career.”

    Perry joins the ranks of Drew Barrymore, Pink, Rihanna and Taylor Swift as an ambassador for the US make-up brand.
  • Need to Know – The latest US media & marketing news: Adidas Golf's strategy, Reddit rebellion & Gawker posts earnings ahead of Hulk Hogan video trial

    Morning all, here’s a glimpse at all the media and marketing news you should know today.

    1. Adidas Golf has hired a new creative agency to market golf as a sport instead of a pastime, asserts AdWeek. "We are shifting to be more aligned with the Adidas brand and the idea that golf is a sport, and golfers are athletes," said Melissa Ziegler, global brand marketing director for the brand.

    2. Gawker has posted strong earnings for 2014. Business Insider notes that Gawker Media Group (the holding company which owns the US and and Hungarian subsidiaries) had $6.53m in operating income on $44.3m of revenue. The blog is currently embroiled in a $100m lawsuit over ex-WWE star Hulk Hogan's sex tape.

    3. Bud Light has appointed Wieden+Kennedy as its new lead agency, writes MediaPost. The firm succeeds Omnicom shop BBDO, which has led the account since 2013.

    4. Pepsi-owned brand SoBe has apologized for a joke message under its bottle caps urging customers 'Help me, trapped in SoBe factory'. According to USA Today the company responded on social media, asserting: "These sayings are intended to give our consumers a little smile or pause for thought, not offense."

    5. A rural Virginia field hospital is set to make history with medicine-delivering drones, reports the Washington Post. Richmond's Wise County Fairgrounds center will be the first to receive federally approved package deliveries in the US on 17 July.

    6. The shock departure of Reddit's director of talent, Victoria Taylor, has led to hundreds of popular Subreddits being made private in protest. International Business Insider notes that a number of the most popular Subreddits have been made private – including Ask Reddit, Gaming and I AM A (Ask Me Anything) – locking everyone except moderators and approved submitters out.

    7. Facebook Messenger quietly began testing a new search feature this week, claims Mashable. The experiment was rolled out to a small group of Messenger users in Canada to make it easier for them to find stickers and Gifs in one place.

    8. And Alibaba is in talks to rent more office space in Seattle. The Chinese e-tailer's founder Jack Ma says he first encountered the internet while visiting the city two decades ago, and now the Hangzhou-based firm is considering a sublease for almost 20,000 square feet in City Center Bellevue.

    Stay in the media and marketing news loop at and to receive The Drum's US Daily Newsletter sign up here.
  • Twitter’s Instagram-probleem

    Eind 2010 kwamen de oprichters van Twitter en Facebook bij elkaar in het huis van Facebook CEO Mark Zuckerberg. De boodschap van Facebook was duidelijk: “Wij willen Twitter kopen.” De Twitter-oprichters waren nooit echt van plan geweest om te verkopen en wilden eigenlijk vooral weten wat Facebook voor ze wilde betalen. Toen het bedrag ook nog eens beduidend lager was dan ze hadden verwacht, was alle twijfel verdwenen. Tot een officieel aanbod kwam het nooit, ondanks het dreigement van Zuckerberg dat Facebook steeds meer 'Twitter-achtige' functies zou gaan ontwikkelen als de verkoop niet plaats zou vinden.
  • How Twitter is transforming what ‘live’ means for brands

    Twitter’s brand strategy chief, Joel Lunenfeld, talks to Marketing Week about its focus on live video to ‘transport consumers into experiences' and what it means for brands.
  • Crowdfunding per la Grecia

    Non si sa se le vie del Web sono infinite ma sicuramente ci si avvicinano. Lo dimostra Indiegogo realizzando la più grande “colletta” della storia di internet. Il sito di crowdfunding ha infatti allestito una raccolta fondi a sostegno del caso Grexit, secondo cui l’uscita della Grecia dall’euro zona si fa sempre più una possibile […]

    Continua Lettura

    Continua lettura dell' articolo Crowdfunding per la Grecia - Inside Marketing.
  • 7 competenze (social e non solo) per lavorare nel mondo della musica

    Il music business ha bisogno di talenti ottimisti, orientati all'obiettivo e smart per gestire i social.
  • [Nuit du Marketing] L'homme du jour : Pierre de Perthuis, Compte-Nickel

    La Nuit du Marketing, organisée hier par l'Adetem, a récompensé Compte-Nickel et son cofondateur Pierre de Perthuis par le prestigieux Prix-Or de l'Excellence marketing et par celui de l'Innovation marketing. Tout deux amplement mérités. Récit, et palmarès complet de cette belle -et chaude- soirée.
  • Contentmarketing voor artiesten: dit ga je delen met je fans & bedrijven

    Het is voor artiesten belangrijk om content te verschaffen rondom hun werkzaamheden in de muziekindustrie. Het zorgt ervoor dat relaties op de hoogte zijn van alle activiteiten rondom de artiest. Daarnaast is het ook een manier om relaties op te bouwen in de muziekbranche. In dit artikel vertel ik je alles over artiesten en hun contentmarketing. Even […]
  • Tennis ace Caroline Wozniacki on partnering with brands that ‘share the same passion’

    As Danish tennis star and Lavazza brand ambassador Caroline Wozniacki prepares for her third round Wimbledon match tomorrow (4 July), she tells Marketing Week what she looks for in a sponsorship deal.
  • Donald Trump controversy: A public apology is Donald's Trump card

    Donald Trump is slowly but surely becoming the Nigel Farage of America – that token politician who frequently puts his foot in it.

    But whilst Farage managed to offend a large majority of the British public with his derogatory comments relating to immigrants and working mothers, Trump has insulted the whole of Mexico by branding its migrants criminals, rapists and drug barons.

    Farage’s comments may have resulted in him becoming a laughing stock of the UK, but Trump’s sweeping generalisation has been far more damaging. The comments have landed him in murky waters with the majority of his business relationships just two weeks into his presidential campaign.

    A number of the businesses that the Trump brand has worked hard to develop over the past few years have decided to terminate deals with the billionaire as a result of the offence he’s caused.

    NBC Universal and Macy’s were among the companies to cut ties with Trump as a result of the comments and his broken down relationship with Latino broadcaster Univision has left a potential court case in the air after Trump filed a $500 million lawsuit against the broadcaster for damages.

    There has been no such apology from Trump so far. Instead the former Apprentice star has added fuel to the fire by declaring how unapologetic he is and how much he still strongly stands by his comments.

    To some extent, Nigel Farage was able to make such offensive comments without it having too much impact on his livelihood. However, in Trump’s case, it’s not just his presidential campaign he has to worry about derailing. His multi-billion empire is at stake as well.

    He’s already lost a huge amount of money through burning bridges with key broadcasters and sponsors and has massively tarnished his brand.

    Although the media storm may blow over, unfortunately reputation sticks and no business will want to work with someone who appears racist and could taint their own brands through association.

    Through his persistence to stick by his word, it is clear Trump doesn’t want to back down to jeopardise the authoritative political image he is so desperately striving to convey. However to protect his business relationships, I would suggest he take a step back from the situation and think about the impact this could have on his business reputation.

    From a media perspective, it is important to apologise when causing grave offence. This helps sustain relationships with any existing clients or partners and prevent further damage.

    The key is to carefully select the most impactful media outlet to deliver messages through.

    Offering a well-respected broadcaster an exclusive interview will allow the billionaire the opportunity to justify his point of view and apologise – whilst filming the interview live will prevent any edits that are crucial to the context. I would take the time to carefully fine-tune a statement with Mr Trump and help him work on his body language to convey his sincerity.

    A remorseful statement on social media is also advisable. Seeking to repair the relationship with any fans and businesses who have been offended by the remarks might allow Trump to rekindle some of the lost support.

    If he chooses to take this road, in time the Trump brand will be reinstated and any lasting damage will dissipate. However, in order for this to happen, the tide of public opinion will need to change to influence businesses so crucial to his empire and I truly believe a sincere response is the only way.

    Phil Hall is chairman of reputation management agency PHA Media and a former editor-in-chief of the celebrity magazine Hello!
  • Reddit is in utter chaos as hundreds of its most popular communities go dark

    Words by Rob Price, Business Insider

    Reddit is in the midst of one of the most turbulent upheavals since its inception, with hundreds of the site's biggest communities going private in response to the sudden departure of one of the company's most popular employees.

    Victoria Taylor, a staff member responsible for the extremely popular "Ask Me Anything" Q&A community r/IAmA often frequented by celebrities, was allegedly dismissed. Simultaneously, r/IAmA was set as private, preventing ordinary Reddit users from viewing or commenting on discussions, and Taylor indicated her termination came as a surprise — saying she was "dazed" by the news.

    This seemingly innocuous personnel change has sparked an immediate — and extremely forceful — response from the community, with at least 265 of the site's most popular communities closing their doors in solidarity.

    Read the original article on Business Insider. Copyright 2015. Follow Business Insider on Twitter.
  • Happy Birthday Podge: Creatives design 21st birthday cards to mark the occasion

    Legendary industry soiree Podge turns 21 this today.

    The lunch, which is organised by chairman Phil Jones, has become one of the most anticipated events in the design calendar since its inaugural event at Quaglino’s in Mayfair in 1994.

    From an initial guest list of 30, which boasted attendees such as Marcelo Minale, Aziz Cami and Alan Fletcher, the gathering has since "grown arms and legs" says Jones, with almost 200 set to eat, drink and talk design this afternoon at Podge 2015.

    And so to observe its milestone,we deiced to celebrate Podge through design.

    Last week we invited some seasoned 'Podgers' to create a card marking the occasion using Monotype's specially crafted Podge21 grotesque font.

    From Podge loyalty cards to suggestions for hangover cures (we know you designers love a glass of wine, or two) there were some brilliant entries.

    We asked our readers to choose a favourite, which will be revealed at the lunch this afternoon. Make sure you follow #designpodge on Twitter to find out who the lucky winner is.

    In the meantime, take a look at some of the designs below.
  • Nestlé quietly hires former Amazon exec to make 'ecommerce everywhere' in its marketing

    Nestlé has hired Amazon's director of consumables at Amazon Sebastien Szczepaniak to head up its ecommerce as it looks to create more effective call to action ecommerce messaging.

    Szczepaniak joined in May as global head of ecommerce to help Nestlé “bring discipline” to how it is driving action through various channels of communication and marketing, the company’s global head of digital and social media Pete Blackshaw told The Drum.

    “We are putting a lot of emphasis on call to actions and [understand] how we make sure that all our touch points have some type of actions whether its discover, share or even shop,” said Blackshaw. “We’ve brought in a new e-commerce leader from Amazon and he’s helping us bring some fabulous discipline to how we think about driving action whether its click to remind, click to buy or click to shop so we’ll see a lot more activity there. It’s really about building the discipline and ensuring that everything has digital activation potential.”

    Currently, Nestlé uses a handful of ecommerce streams including pure play and e-tailers as well as direct to consumer models for its Nespresso and Dolce Gusto coffee brands – with plans to potentially expand the model wider. Blackshaw said Nestlé wants to take greater advantage of a “new phase of brand building” where the ability for consumers to quickly respond to ads and purchase products is readily available.

    “What’s important is that we are entering an important new phase of brand building where the friction is being removed in transactions,” added Blackshaw. “We are moving towards an everywhere commerce environment where it’s not nearly as difficult for the consumer to act on an advertising stimulus.

    “That’s a big opportunity, but it will also take a lot of figuring out on our part – ‘what’s the best way to do that, what categories are most primed for that?’ But it’s a good learning journey.”

    Social has formed the crux of Nestlé’s most recent digital marketing mix with tie ups between KitKat and YouTube and US ice cream brand Drumstick and Periscope serving up as recent examples. While Periscope has yet to be tested in the UK market it could be used around KitKat’s ‘break’ positioning Blackshaw speculated, or in more playful applications.

    Nestlé is also seeing a shift emerging in its content strategy, placing a greater emphasis on utility and service for its customers, which going forward will be an “important part of the mix” for all brand builders.

    “We are moving from advertising to service,” said Blackshaw. “The service is a form of advertising but it puts a stronger onus on us to provide value and utility and improve consumer’s lives. That’s a big part of Nestlé mission with Good Food and Good Beverages, so building content models around that is very important.”
  • How a Turkish bank is using Apple’s Watch to engage people with ‘short, powerful’ interactions’

    Turkish bank Akbank is looking to wearable technology for the future of banking, using the Apple Watch to create a new banking channel underscored by shorter, contextual interactions with people.

    The app captures information about the smartwatch wearer, allowing them to manage their accounts in a myriad of ways including accessing daily statements, performing currency conversions based on location and locating the nearest branch. Importantly, the app can withdraw money from ATMs via SMS Pass or iBeacon.

    Notifications on the Akbank Apple Watch app give customers a view of their daily activities and notify them if they hit pre-set spending limits. This allows the user to keep a close eye on their personal accounts and finances, and also prevent unexpected activity.

    Developed in partnership with R/GA London, the app aims to accelerate Akbanks effort’s attempts to refresh the customer experience at a time when slow customer adoption of wearables continues to be a hindrance to building expansive strategies. Just 720,000 Android Watches were shipped during 2014, but some experts expect Apple Watch’s arrival in April to push the category up to 40 million units shipped in 2015.

    Akbank wants its Apple Watch app to work alongside its smartphone counterpart. It sees its endeavours on smartwatches as more of an enabler and display for the apps running on people’s phones.

    David Jakes, experience design director at R/GA, said the brand realised that a “smartwatch gives us an opportunity to create shorter, but more powerful interactions with people”.

    “Being contextual, always on, and reachable makes it unique in many ways. Finding the right balance, so the interactions are accurate, relevant and useful is our primary focus,” he added. “At the same time, as mentioned before, smart watches make new interactions a more intimate and meaningful experience. Finding the balance between the smart watch and the smart phone is a choreography of simplicity, real value, context and utility. It is a new medium to tell a different kind of story, that can help people and brands have a stronger relationship where it makes sense.”

    Despite wearable technology being in its infancy, banks from all over the world including the Royal Bank of Canada and Spain’s La Caixa have experimented with Google Glass and other applications to make processes like authentication and account management more convenient for customers. While banks are gradually coming to terms with mobile, wearables are still uncharted territory and as such banks have been happy to experiment and not commit too much when they are still yet to be widely adopted.

    Akbank’s strategy reflects what early adopters of the smartwatch were quick to highlight; that the watch would be a way to take personalisation to the next level with short and sweet interactions that people could decide what was personal or not rather than having it decided for them.
  • Tango furthers '5 stages of Tang' push with Tang Enhancers online film series

    Tango has progressed its ‘Five Stages of Tang’ campaign with the release of six online films created by advertising agency 101.

    The films, which launched today (Friday 3 July), continue in the style of Tango’s last infomercial and feature a Tango representative along with the host of Smart Deals TV try to sell ‘Tang Enhancers’.

    The tongue-in-cheek effort pushes five accessories that enhance the Tango experience including a strap-on nose with miniature cartridges to increase Nose Tang, gunpowder-filled mini-cans for Woo Tang, and a stick of haunted wood to amplify the Boo in your Boo Tang (see above).

    The campaign directs viewers to a phone line – 0800 088 2028 – where products can be bought by navigating a series of options.
  • Infographic: Digital growth Down Under

    Australia is on the cusp of exponential ecommerce growth as a result of high average disposable income, penetration of mobile devices and increasing internet speeds, according to new research from Navigate Digital.

    Australian consumers spent $16.9bn online in the year to April 2015, a year-on-year increase of more than 9 per cent.

    Check out the infographic below for more details:

    Australia's digital landscape



  • Viral Friday Week 27/2015: YouTube, Nike & Old Spice

    Viral Friday is de wekelijkse rubriek op Marketingfacts in samenwerking met Mindshare, waarin de beste virals van de afgelopen week worden belicht. Met deze week video's van YouTube, Nike & Old Spice. Heb je een tip? Stuur 'm op!
  • Ad of the Day: Eccles Beer Festival - Beer Camp

    Whatever your sport or pastime, preparation is everything. For the squad members of Eccles RFC, they take this especially seriously. Only, it's not the traditional egg-shaped ball they're training with - it's trays full of pints.

    Before sports science boffins turn away in disgust, the whole thing is a fun plug for the upcoming Eccles Beer Festival. The team gamely throw themselves into a beer-soaked training session and director Chris Gaffey presents it brilliantly.

    Shot and performed in the right spirit, beer and rugby fanatics will find plenty to be entertained by here ahead of the Eccles festivities.

    Film Production: Black Label Productions
    Director: Chris Gaffey
    Photography: Paul Lilley
    Editor: Rob Featherstone
    Post Production: Damien Lynch / Alex Howells (Online) @ 4:2:2 (Manchester)
    Audio Mix: Paul Harrison
    Music Production: Richard Bodgers @ The Music Jar

    Today's ad of the day is brought to you in association with David Reviews.
  • Paddy Power has ‘no regrets’ for ‘good at sport’ immigrant stowaway ad

    Paddy Power has stood by its decision to run a controversial ad on a lorry calling for immigrants who are talented at sport to hop aboard and sneak into the UK.

    Making light of illegal immigrants boarding lorries in order to enter the country, the firm decked out the vehicle with an ad offering passage to potential stowaways who could bolster our national sports teams.

    Further irking some people was the fact Andy Murray was included on the truck, playing on the well-known witticism that Murray is Scottish when he loses and British when he triumphs.

    Spotted at Dover this morning...

    — Paddy Power (@paddypower) July 2, 2015

    Rory Scott, head of PR at Paddy Power UK, told PRWeek that despite the stunt sparking a sizeable backlash – something the brand is accustomed with doing – it had “no regrets” over the ad.

    Scott said: “Humour is subjective and I’m sure many people feel offended at the jokes on ‘Have I Got News for You’, for example. What’s going on in Calais is topical, but this wasn’t an observation of that crisis. This was more of a gag about some of our leading British sport stars.

    "We were playing on the joke that Andy Murray is Scottish when he loses and British when he wins."

    The bookmaker often courts controversy, most notably portraying Irish militants as newly-wed homosexuals, a ‘Money if he walks’ Oscar Pistorius jibe and mocking out-going MPs with a Westminster goodbye lorry.
  • Cheil Worldwide names Aaron Lau president of international

    Cheil Worldwide has appointed Aaron Lau as president of international.

    As president of international, Lau will lead the global networks, enhancing the agency’s reputation and growing the existing portfolio of clients. He will lead the Cheil Global Network team in the UK and work with regional heads in overseas networks to develop global and regional clients.

    Lau will also collaborate with the leadership teams under the Chiel umbrella including iris Worldwide, Beattie McGuiness Bungay (BMB) and more.

    Lau has served as president and chief executive officer (CEO) of Cheil Greater China since 2012; he will retain this role in addition to being president of international. Prior to Cheil he served as chairman and CEO of Bravo Asia for three years and worked with DDB for 16 years advancing to the role of chairman and president, Asia.

    During his career Lau has been present on a number of advisory boards including the Hong Kong Trade Development Council, HK-China Business Council and the Shanghai Xu Hui District Mayor’s International Advisory Board.
  • ISPA names Theresa May as villain of the year for snooper's charter push

    The Internet Service Providers Association (ISPA) has named home secretary Theresa May as an ’Internet Villain’ for her support of the 'snooper's charter' without conducting what the organisation thinks is a full consultation of the industry.

    May picked up the award for “forging ahead with communications data legislation without fully consulting industry".

    ISPA added: "With an Investigatory Powers Bill due before parliament in the coming months, it is essential that ISPs are consulted."

    On the other hand, MPs David Davis and Tom Watson were named ‘Internet Heroes’ for their hard work battling action against the Data Retention and Investigatory Powers Act.

    A statement read: “Surveillance has dominated both the hero and villain shortlists for number of years, and it was felt Davis and Watson were some of the best informed politicians on the subject.”

    Additionally, a special 20th anniversary award was given to John Souter, chief executive of Linx, the London Internet Exchange, for his sustained service to the UK internet industry.
  • Mondelez looks to monetise media with global content hire and Facebook push

    Mondelez has appointed Laura Henderson to the newly created role of global head of content and media monetization as it ups its focus on driving sales from its content following a global partnership with Facebook.
  • Microsoft UK CMO: ‘Marketers are misunderstood and undervalued – it’s time to set that right’

    My route to CMO is less conventional than most. Before stepping up to a marketing role, I worked in the transactional world of sales and before that business development.
  • Why ad blocking software won't spell the death of online advertising

    A recent report from the Internet Advertising Bureau (IAB) revealed that 15 per cent of British adults online are currently using ad blocking software. The study, conducted by YouGov, also showed that the two most likely motivations for blocking ads were because they were “annoying” or “interruptive”.

    It would appear, then, that people must detest online ads; but should online marketers and publishers be concerned? Now that Apple has given the green light for ad blocking software on its devices, is this a sign that ad blocking software has the potential to kill off the online advertising market?

    So long as people get free content, People will tolerate online ads

    In all honesty, it would be a gross exaggeration to declare the death of online advertising due to the proliferation of ad blocking software, or people’s annoyance with online banners. Contrary to the IAB report, a study last year from PageFair and Adobe found that the number of users installing ad blocking software equated to only 5 per cent of the internet population. Apple’s announcement might increase those numbers slightly, but the damage to the online advertising sector will most likely be incidental.

    Having said that, should brands that rely heavily on the web to advertise be concerned that people are choosing to ignore their ads? The answer is yes and no. It is hard to ignore the fact a good percentage of the click-through rates on banner ads are accidental. Rich media, such as online video ads, can easily be ignored and retargeted ads that follow users across their web journey are grating.

    Despite the potential irritability of ads on the web, people are not actually that bothered by them. In my opinion, many users view them as a necessary evil for accessing free content instead of having to fork out money to bypass a pay wall.

    Creativity and engagement

    People will tolerate an advert interrupting their web experience if it engages them. In the IAB findings, just 52 per cent of those surveyed said their main motivation for using ad blocking software was to block all ads. Some people used the software to block certain types of ads or block ads from appearing on specific websites rather than all ads everywhere.

    According to research from, click-through rates for display ads on mobile was only 0.35 per cent. Although mobile banner ads are performing better than their desktop counterparts, it is not by much. And who really wants to spend their time doing something that works 0.35 per cent of the time?

    Notably, the same research claims that the click-through rate for video is actually 11 per cent. Although it is difficult to measure what percentage of mobile users can actually recall the adverts they see without insight from a focus group, it demonstrates that people engage more with richer creative content.

    This is an indication that people will not completely ignore a mobile advert if it is visually engaging, but they disregard an ad if it fails to be captivating, useful or entertaining.

    The onus then is on mobile marketers to up their game. First and foremost it is not enough for mobile content to simply be platform specific; it has to be the type of content that people want to actually watch. This may seem obvious, but mobile marketers can become so embroiled in the technicalities that the creative becomes an afterthought. It is counterproductive for mobile marketers to haggle for the best banner ad position on a publisher’s website if the creative, in whatever form, is poorly executed.

    For publishers, there are other ways to generate revenue

    All of this discussion around the uptake of ad blocking software is not only worrying mobile marketers – online publishers will be feeling apprehensive too. As previously mentioned, online publishers rely on advertising for survival but have realised that this is ultimately unsustainable. Instead, some publishers are establishing paywalls as an alternative method of generating revenue, but many publishers will have a hard time convincing people to pay for the actual content that they have always had for free.

    So, if ad blocking software is a threat, albeit a small one, and people are less likely to pay for content, then how can publishers generate revenue without relying on online advertising? One popular strategy often used by publishers is reselling customer data to third parties. Affiliate marketing is another strategy that publishers have resorted to.

    Ultimately though banner ads are one small and fairly dispiriting option for brands online; the existence of ad blocking software should only help to encourage better, more interesting work that doesn’t have to be squeezed into a paid ad spot. I don’t want to use the C word but you know what I mean.

    Geoff Gower is executive creative director at ais London
  • How Apple Pay and mobile wallets will transform shopping

    New mobile payments products from Apple, Android and Samsung are set to steal a greater share of consumers' wallets from both cash and plastic cards, but what are the benefits for retailers and will they survive the curse of previous failed technologies?
  • Unilever CMO warns ‘marketers could follow data to destruction’

    Unilever’s CMO Keith Weed has given his thoughts on the age old argument over the role of art and science in marketing and come down firmly on the side of art.
  • What is the role of marketing in creating organisational vision? Our Visionaries explain

    Marketing Week asked some of the visionaries from our Vision 100 this year, including Macmillan's Hilary Cross and Yahoo's Robert Bridge, how important marketing is in creating organisational vision.
  • UK music streaming jumps 80% in the first half of 2015

    UK music streaming rose by a full 80 per cent in the first six months of 2015, showing the platform’s prominence as Apple enters the digital marketplace with its Apple Music subscription service.

    Comparing UK listening habits in the first 26 weeks of 2015 against the same period in 2014, the Official Charts Company and BPI noted that album sales were up four per cent, streams up 80 per cent and vinyl hit a 20 year high in physical sales.

    On the state of the industry, Geoff Taylor, chief executive of BPI and BRIT Awards, said: “The launch of Apple Music will give further impetus to the revolution of music streaming. Millions of households are experiencing the joy of instantly playing any song they want, all around their house and on any device, and exploring a universe of new music and classic albums.

    “At the same time, many fans are rediscovering the slower pleasure of collecting and owning music on CD and vinyl.”

    “The precise impact of Apple Music in 2015 is hard to predict, but UK labels have reinvented their businesses for a multi-channel world, are investing heavily in talent and are offering fans greater choice and value than ever before. With British music on a high around the world, we look to the future with real confidence."

    In 2014, 14.8bn tracks were streamed, almost double the level recorded in 2013. Dwarfing these figures, the first six months of 2015 saw the tally hit 11.5bn listens.
  • Cannes Comedown: Watch The Drum's Cannes Lions coverage highlights – From Kim Kardashian West to Tinder's Sean Rad

    With over 12,000 delegates from 94 countries flocking to the south of France for seven days each June, Cannes Lions is always going to be an action-packed week.

    And this year The Drum decided to go all out on its coverage.

    Not content with having the front cover of our special Maurice Lévy guest-edited issue displayed along Le Croisette, we sent our video team out there in full force.

    We caught up with Tinder's co-founder Sean Radd, heard from the Slow Mo Guys on what it takes to make a viral hit and even arranged a meet-up between superstar Kim Kardashian West and adland's most powerful businessman Sir Martin Sorrell.

    So with the dust finally settled on this year’s event we've pulled together a round-up of our highlights from 2015, you can watch it in full above.
  • 5 things you need to know this week

    From Paddy Power's latest antics to Amazon's one-hour delivery launch, Marketing Week rounds up the best of the week from the world of marketing.
  • Ofcom slaps EE with £1m fine for mishandling customer complaints

    Ofcom has fined EE a total of £1m for failing to comply with rules dictating how to handle customer complaints.

    The comms watchdog announced that EE was one firm guilty of failing to ensure that customer grievances were dealt with appropriately and fairly.

    The mobile carrier – which is looking to combine with BT in a £12.5bn deal – failed to distribute letters stating that customers have a right to have their complaint administered by the Alternative Dispute Resolution (ADR) scheme.

    EE failed to announce that consumers could request a ‘deadlock letter’ which would see the incident handled by the ADR, whereupon a impartial judgement could be reached.

    Furthermore, a number of consumers who requested the deadlock letter were not sent them, with EE stating to some that it was not in its policy to issue such documents.

    Between July 2011 and February 2014, Orange, 4GEE and T-Mobile customers were not told that they can use its ADR scheme for free.
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