Few things attract attention for a brand like a stunt or a ‘world’s first’. As part of the Agencies4Growth festival, Neil Foster, vice-president of Guinness World Records (GWR) consultancy and Hayley Woodward, head of global marketing for Rubik’s shared how agencies can break world records (as well as KPI results) with bold campaigns. Neil Foster, vice-president of the Guinness World Records (GWR) consultancy helps brands, charities and groups set up and execute record-breaking attempts – more often than not as part of marketing or comms campaigns. His team of researchers and marketers research (to the nth degree) to design and deliver bold and ... read more

In the three months to October WPP managed to almost halve its revenue slump, following the financial shockwaves of early 2020. The Group M and VMLY&R owner said revenues less pass-through costs, its preferred measure, fell 7.6% on a like-for-like basis in the third quarter, versus a 15.1% dip in Q2. WPP chief executive Mark Read has credited “new business” momentum for boosting the advertising giant’s Q3 financial performance but says he remains “cautious” about the pace of recovery from the shock of Covid 19. The results dovetail with WPP retaining Walgreens Boots Alliance’s $600m global integrated account, which it ... read more

Company valuations worldwide collectively took a £16.7tn ($22tn) hit in the first quarter of 2020, as Covid-19 wrought havoc on businesses. Brand Finance surveyed 55,000 publicly listed branded companies, in partnership with the International Advertising Association (IAA), concluding that brand value as a whole slumped $116.6 to $94.8tn between January and April. The fall contrasts with a 69% surge of intangible assets of publicly listed companies worldwide since April, which stood at $65.7tn in September. Companies are losing value Why Brands Matter 2020 argues that household names in the corporate world are the key to sparking an economic recovery, arguing ... read more

Programmatic media buying is on the verge of a new era built on collaboration. This was the key thread in the panel session on the future of programmatic run in association with digital advertising technology provider PubMatic at The Drum’s Agencies 4 Growth Festival. Watch the fascinating panel here. Although advertising as a whole has been battered by the pandemic, the use of programmatic media buying continues to increase. At the beginning of October, IAB Europe published its 2020 Attitudes to Programmatic survey, which showed that the number of advertisers spending more than 41% of their display budget through programmatic ... read more

Magnite (NASDAQ: MGNI), the largest independent omnichannel sell-side advertising platform, officially introduces Demand Manager Mobile. Mediahuis Nederland, Impala Studios and Slickdeals are among the first clients to integrate Demand Manager Mobile. Built on the fully open source Prebid SDK, Demand Manager Mobile allows mobile app publishers to integrate the efficiency of a unified auction into their monetisation setup. By simplifying everything from testing and verifying new bidders to changing auction meta settings, Demand Manager Mobile is a lightweight solution that makes [...] The post Magnite’s Demand Manager Mobile Brings Unified Auction Efficiency to Mobile App Publishers appeared first on ExchangeWire.com. ... read more

As we are living in an experience-led economy, Andrew Au, the regional managing director at Eight Inc says it is experiences that differentiate, and this is the economic and business case for experiences to be at the heart of how companies should think about their business. It seems fitting to start a piece about the importance of design by citing one of Dieter Rams’ principles of good design*. Number 10 states that good design involves as little design as possible. I love that. When a good design is present it shouldn’t draw attention to itself. It fades into the background and allows ... read more

While most of the discussion around Covid-19 and the election has focused on the safety voting itself, public sentiment surrounding the pandemic may have even larger unanticipated impacts on the election and on brands, according to new research from Huge. Nicole Riesenberger explains more. The nearly eight million Covid-19 cases in the US will likely influence more than the outcome of this year’s presidential election—it could also determine which brands come out ahead. In a recent study conducted by Huge, we found that Americans’ preferred candidate in the 2020 election could be determined equally by political ideology or party affiliation as by ... read more

After years of being overlooked, traditional brands are winning over younger buyers. Nathalie Con, vice-president, strategy director at Giant Spoon, tells us why. As the saying goes: ‘Never skimp on things between you and the ground: cars, shoes, mattresses.‘  My partner and I wanted a real mattress. Our 30-something bodies needed to upgrade to a wueen. Suddenly names like Sealy, Stearns and Serta meant something to us. We knew these brands weren’t cooked up in a white space lab at Stanford Business School. We ended up buying an exciting mattress from an unexciting brand that, to our surprise, cost about ... read more

Hotel giant Marriott has partnered up with Singapore-based Grab to integrate its services into the super app’s platform. Marriott will list over 600 of its restaurants across six different South East Asian markets on GrabFood and allow them to pay through GrabPay. Customers who use GrabPay at Marriott properties can earn GrabRewards points, which can be converted to Marriott Bonvoy points (and vice versa). The partnership will also give Marriott access to Grab’s first-party data on GrabFood, GrabPay, and GrabAds. “Marriott International is constantly looking for ways to innovate and bring value to travelers and Marriott Bonvoy members as part of our ... read more

Integral Ad Science (IAS), the global leader in digital ad verification, today announced that Tom Sharma will join the company as chief product officer, effective November 2, 2020. This critical new hire will accelerate IAS’s global product expansion, including plans to enhance its industry-leading Connected TV (CTV) solution. Sharma will be based in New York and report directly to IAS CEO, Lisa Utzschneider.  “We have aggressive goals to deliver innovative ad verification products that drive this industry forward, and Tom’s extensive [...] The post Integral Ad Science Appoints Industry Veteran Tom Sharma as Chief Product Officer appeared first on ExchangeWire.com. ... read more

Video advertising platform Unruly today released a study that investigates consumer attitudes and consumption habits in Singapore around connected TV (CTV) during the COVID-19 pandemic.   CTV consumption is on the rise in Singapore, with previous research by Unruly showing that 43% of Singapore consumers are spending more time watching CTV content since the start of the pandemic. But as CTV usage continues to accelerate, marketers are trailing behind with their media plans.  Unruly’s study looks closer at the Singapore CTV landscape six months after the global outbreak of the COVID-19 pandemic.  As the pandemic has rapidly accelerated [...] The post Unruly Data Uncovers Singapore Consumers’ Attitudes Toward Connected TV (CTV) During COVID-19, Including Consumption ... read more

Yorkshire Tea’s steady road to cultivating personality through TV and social media is yielding returns with the brewer currently holding the title of Britain’s best-selling tea brand and defying a market decline. Its marketing boss and agency share its success story from regional “underdog” to national treasure and why it’s avoiding ‘maudlin’ Covid-19 advertising. If there is a single stereotype that holds true about British people, it’s that they truly do love a cuppa. According to the International Tea Committee (ITC), Brits consume 100 million cups of tea per day. That’s 36 billion a year. Since the UK was ... read more

Connected TV (CTV) represents one of the biggest opportunities in advertising today. The appeal of CTV to advertisers is clear when one considers the fast growth of CTV audiences, the measurability of digital video, and the appeal of sight, sound, and motion on the living room’s biggest screen. However, trust is the key to unlocking this potential. As with every new or emerging channel, advertisers are excited, but also cautious. They want to know that their media investment is protected, and they want to be able to evaluate the efficacy of the channel in the same manner that they do ... read more

If Donald Trump owned H1 for programmatic ad spending, Joe Biden is dominating the second half of the year. After spending big on display and native during the first half of 2020, the Trump campaign scaled back precipitously on programmatic starting in August, down to nearly zero in September, and has kept its foot on... Continue reading » The post Biden Is Spending Even More On Video Than Some Of The Biggest Commercial Brands appeared first on AdExchanger. ... read more

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Unified Criteo and The Trade Desk might be competitors by day, but the future of identity, privacy and the open internet calls for collaboration. The day after TTD partnered with LiveRamp on the Unified ID 2.0 initiative, Criteo said that it too will lend... Continue reading » The post Criteo To Collabo On Unified ID 2.0; French Ad Trades File Antitrust Complaint Over IDFA appeared first on AdExchanger. ... read more