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  • Inside Superunion, the new WPP branding agency aiming to prove size and creativity do go together
    After just five months in the making, WPP has today taken the wraps off Superunion, the behemoth branding business formed following the merger of its agencies Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT. The new agency will be led by global chief executive Jim Prior (formerly head of The Partners) and executive chairman Simon Bolton (Prior’s counterpart at Brand Union) who have installed Greg Quinton, a 30-year veteran of The Partners, as chief creative officer. With a combined staff of 750 in 23 offices spread across 18 countries, the new agency has the super-sized proportions to match its ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 12:30 pm
    11 hours ago
  • How Marriott’s Loyalty Data Program Is Driving Its Media Ambitions
    AdExchanger | Many large brands have in-housed advertising technology as part of a data-driven marketing overhaul. But for Marriott, the data-driven plan has meant taking more ownership of media production, including travel news sites and documentary features, as data ties creative content to bottom-line results. Last year, Marriott consolidated data from its Marriott and Ritz-Carlton rewards programs... Continue reading » The post How Marriott’s Loyalty Data Program Is Driving Its Media Ambitions appeared first on AdExchanger. ... read more
    Source: AdExchangerPublished January 23, 2018 12:19 pm
    12 hours ago
  • Ear to the Ground promotes Richard Adelsberg to MD in Fan Intelligence push
    Ear to the Ground, specialists in connecting rights holders and brands with sport and music fans, has promoted Richard Adelsberg to managing director, a role which will entail further development of its proprietary Fan Intelligence platform. The former client services director will lead a new management team tasked with building on last year’s successes, which saw the business secure a string of new client wins including Beats by Dre, Asics, Canterbury, Pringles, and Npower. Adelsberg said: “Our agency ambition is to understand sport and music fan bases better than anyone else in the industry. The Fan Intelligence department ensures we stay connected to ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 10:29 am
    14 hours ago
  • Facebook and Google now acknowledge they are media companies by hiring editorial staff, says Sir Martin Sorrell
    The duopoly of Facebook and Google are now making moves that contradict their long-established stance that they are not media companies, stated WPP chief executive Sir Martin Sorrell while speaking at the World Economic Forum Annual Meeting in Davos. Discussing the changing role of both companies that control “75% of digital advertising, and 30% of the world market," Sorrell said: “They have not philosophically acknowledged that they are media companies to date, but in practice, they are starting to because now Facebook and Google are hiring people to monitor their editorial content because the big issue is can't we trust all the content that ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 10:11 am
    14 hours ago
  • ‘Stellar’ global ad spend growth projected to reach 4.7% in 2018
    Growth in global ad spend is projected to further accelerate over the course of 2018, reaching a total of $572bn before the year is out on the back of 4.7% annual growth. The bold prediction was made by marketing intelligence service Warc via its latest Global Ad Trends report, which calculated likely ad expenditure across 96 global markets. Full-year projections for 2018 have been given a helping hand by PyeongChang Winter Olympics, Fifa World Cup and US mid-term elections, further enhanced by reduced dollar volatility on emerging markets. As such growth in North America is likely to hit 5%, just behind ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 9:23 am
    15 hours ago
  • Roll of Honour: How to win outside of the M25 at The Drum Roses Awards
    Beyond London, there is a cornucopia of creative work that should be lauded. The Drum does just that with The Roses Creative Awards, which recognise the very best creativity in advertising, design and digital outside of London. Each year sees the best regional agencies compete for a gold, silver or bronze accolade, awarded by a prestigious judging panel. Leith Agency DESIGN: Identity Design - GOLD Leith picked the most crowded market there is, gin, and created a brand ‘Another Effing Gin’. The new gin brand poked fun at the sheer number of gins in the world ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 9:20 am
    15 hours ago
  • Why tone of voice gurus drive Porsches
    Prick your ears up. I’m about to share with you five pieces of tone of voice advice. Advice for which large organisations have collectively paid their authors millions. Ready? 1. Use short sentences. 2. Avoid jargon. 3. Write in the active voice. 4. Use personal pronouns. 5. Don’t patronise your reader. You can make your cheque out to— What? You didn’t think that was worth paying for? But I’ve read those same five gems in every brand book I’ve been given in the last twenty years. (Including three last month alone.) I’ve sat in meeting rooms while brand consultants explained ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 9:00 am
    15 hours ago
  • Muslim model exits L’Oreal campaign amidst Israel tweet furore
    The Muslim model named on Friday as the first hijab-wearing woman to front a main stream hair care advert has resigned under a cloud following revelations about her Twitter past. Amena Khan was named as the new face of L’Oreal four days ago but her position quickly became untenable after tweets authored by the model and blogger from 2014 were uncovered having conveyed an ‘anti-Israel’ sentiment. In an Instagram statement confirming her decision to quit, Khan wrote: “I recently took part in a campaign, which excited me because it celebrated inclusivity. With deep regret, I’ve decided to step down from ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 8:57 am
    15 hours ago
  • Premier League scores as football TV rights predicted to surpass £10bn
    The full market value of Premier League football rights has been predicted to surpass the barrier of £10bn for the first time, signaling that the allure of top flight TV hasn’t lost its lustre in the age of digital streaming. Valuations have been pushed northwards to ever more eye-popping extremes courtesy of the arrival of new entrants to an increasingly competitive market which have been steadily driving up the price. The latest calculations by Ampere Analysis show that the league can expect to earn between £5.3bn and £5.9bn for domestic three-year ‘live’ rights, up from £5.13bn at the last time of ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 8:27 am
    16 hours ago
  • Baidu, Alibaba and Tencent set to dominate programmatic ad spend in China for the foreseeable future
    Chinese Internet giants Baidu, Alibaba and Tencent (BAT) will account for the lion share of programmatic expenditures in China as advertisers are predicted to invest $22.81 billion on programmatic digital display ads this year in the Asian country, with mobile accounting for 83.7% of that total. This is according to eMarketer’s latest forecast of programmatic ad spending, which also found that by the end of 2019, programmatic digital display ad spending in China will reach $29.61bn, representing 69.0% of total digital display ad spending in the country. The forecast also predicts that because of the high smartphone penetration in China, ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 8:18 am
    16 hours ago
  • Fox’s takeover of Sky provisionally ruled ‘not in public interest’ by CMA
    The proposed merger of Sky and 21st Century Fox would not be in the public interest due to media plurality concerns, the UK’s Competition and Markets Authority (CMA) has provisionally ruled. The CMA was investigating Fox’s proposed takeover of the telecoms firm on the grounds of commitment to broadcasting and media plurality, after a referral from the Department of Culture, Media and Sport in September. It found the deal to fall down on the latter, despite the body noting that Fox ‘has a genuine commitment to broadcasting standards in the UK’. The authority said the takeover big would likely operate ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 8:15 am
    16 hours ago
  • New SelfieSTIX app allows dog owners to have a woofing good time
    Having previously introduced the SelfieSTIX, a specially designed clip that attaches the DentaStix to the top of your smartphone to help dog owners create perfect selfies with their pets, Pedigree has now launched the SelfieSTIX app that lets people add fun filters to their dogs’ perfect photos. The app easily converts peoples’ canine companions into a delightful cast of characters, including police officers, aviators, university graduates, safari explorers and cowboys by using a unique combination of canine facial recognition technology and machine learning to track the dog’s face, which allows for accurate placing of the filters. It then lets people share ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 7:06 am
    17 hours ago
  • Ad of the Day: Lynx stirs up Aussie and Kiwi rivalry with cheeky campaign
    Lynx has added fuel to the long-burning rivalry between Australia and New Zealand with a cheeky new campaign to promote its newest fragrance, Lynx Australia. The campaign, which features New Zealand actor Julian Dennison (Hunt for the Wilderpeople), launches the new fragrance by promoting the confidence it can provide men – even kiwis.   The ad sees Dennison play Humphrey, a young man in awe of his older brother’s talents, in particular, his ability to talk to girls. Humphrey is surprised to discover that his brother’s secret is just to be himself and to wear the fragrance of New Zealand’s rival ... read more
    Source: The Drum – Digital & ProgrammaticPublished January 23, 2018 6:51 am
    17 hours ago
  • Survey: Solving the attribution puzzle
    Source: DigidayPublished January 23, 2018 5:03 am
    19 hours ago
  • How video header bidding is opening doors for Ranker
    By Eric Hoffert, svp, video technology, AppNexus Video has emerged as the undeniable future of programmatic advertising. As opportunities to engage consumers through video grow richer and more complex, formats for monetization have advanced alongside them. Ranker, an online publisher and Quantcast Top 30 site, focuses on crowdsourced, ranked content across display and video. On the forefront of the digital video landscape, Ranker has honed a strategic balance of direct and programmatic advertising, as well as instream and outstream video. They were also an early adopter of video header bidding, using Prebid Video as well as other partners. This week ... read more
    Source: DigidayPublished January 23, 2018 5:03 am
    19 hours ago

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