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Vicki Maguire has built a career in advertising rallying against what she terms the “pale, male and stale” stereotype. Since joining the industry at age 28, she has worked at over 13 agencies in three different countries, taking no prisoners along the way. Last month, she became Grey’s co-chief creative officer and, in 2016, the first female chair of advertising-awards body Creative Circle.
As Kendall Jenner’s ad catastrophe at Pepsi illustrates, those who hitch their wagon to socio-political causes (however vague) can, and do, get burned. Agencies’ fear of this, according to chief strategy officer at Karmarama and PrideAM founder Mark Runacus, is what’s holding the industry back from better representing its audiences, including those lumped together in the LGBT ...
Renault wants to drastically cut waste from its digital advertising and believes programmatic targeting holds the answer. That’s why the French auto maker is doubling its programmatic spend from 30 to 60 percent of its digital media budget this year. The goal: to use the efficiencies provided by programmatic advertising to free up budget for big, creative branding campaigns, ...
Advertising might have its roots with the working class, but the university degree has long been a requirement. Now, with rising education costs and a lack of diversity, several U.K. agencies are reassessing their reliance on graduate schemes that take in groups of recent university grads. In January, Dentsu Aegis Network, JWT and CHI & Partners all welcomed their first ...
While others rue Google’s dominance in advertising, Jellyfish relishes it. In just 12 years, Google has helped Jellyfish grow from a tiny IT consultancy in London’s Reigate to a 350-strong digital agency with seven offices globally. “If we could rename as Google Services Limited we would,” CEO Rob Pierre said at the agency’s new 9,500-square-foot space inside London skyscraper The Shard.
As Pepsi has discovered this week, wading into social causes is a risky business. But with risk comes reward. Mars is one brand who has succeeded in connecting with its audience on diversity issues. Its three lauded 2016 Maltesers campaigns — which featured actors with disabilities — increased sales by 10 percent, its biggest boost in eight years.
For all the talk of nimble agile offices and real-time content, many advertisers are still wedded to drawn-out pitch processes that can last half a year or more. While rivals schlep on, Auto Trader is one of a growing number of brands looking to streamline how it selects its partners. The car marketplace, which has undergone a dramatic digital overhaul, has tested a new approa ...
Sutherland: ‘Always had a creative bent’ While other ad executives jump ship every three years, 2018 will mark three decades vice chairman Rory Sutherland has spent with the Ogilvy & Mather Group. Since joining as a graduate trainee in 1988, he has risen through the ranks to spearhead its behavioral science unit, Ogilvychange — gaining blue ticks and Ted views along the way.
Google has taken a beating the past week for letting ads appear next to extremist content, but the world’s second-largest advertiser is unfazed. Unilever CMO Keith Weed said at Advertising Week in London that the consumer goods giant has not suspended its investment in Google products like YouTube.
The rise of the beauty blogger has made over the cosmetics industry. Today, marketers not only navigate cut-and-dried celebrity endorsements but the reams of Instagram-famous contour queens. But in these new waters, where high fees and confusion persist, how should they handle these relationships? Last year, L’Oréal Paris created a five-member beauty squad, made up of ethni ...
Meetings are a necessary, if trying, part of office life. For agencies, meetings can take up large swathes of the day. We asked execs at U.K. agencies to fill us in on the people who can tip a meeting over from productive to hellish. You might want to double-check you aren’t here. The jargonist The industry is awash with jargon. Meet its peddler: The jargonist.
Brands’ experience with shoppable video usually follows a pattern: They’ll release a clip, wax lyrical about the future of retail and then — after the campaign is over — crickets. But Ted Baker is an exception. The fashion retailer is now on its fourth shoppable video, this time as part of its SS17 campaign Meet The Bakers.
With Messenger Day, Facebook has rolled out (yet another) Snapchat clone. Inside agencies, the announcement was initially met with eye rolls. But U.K. buyers say it has more to offer advertisers than they might expect. Messenger Day was pushed out worldwide with Facebook’s latest update last week.
Until this month, Havas’ 1,700 U.K.-based employees had been scattered across seven London locations. But now they have no excuse to avoid grabbing that coffee. The group’s newly built European headquarters, HKX, opened at King’s Cross in February to unite its 24 U.K. agencies, including Havas Media and Havas London, under one roof. Four years in the making, the new space is No.
Innovation is hard for a corporation the size of Coty. But it got even harder when the $9 billion (£7.4 billion) company acquired 41 new brands including Covergirl, Wella and Max Factor as part of its deal with P&G last year. Now, as it eyes up bigger geographic reach and sustained growth under new CEO Camillo Pane’s five-year plan, Coty is rethinking how it approaches new ...
In a world of zero-margin deals and hidden fees, Direct Line Group has done the unthinkable. It has created a payment model with its media agency that both parties actually like. Previously, the U.K. insurer paid MediaCom, which it has worked with since spinning off from RBS in 2012, by commission with a bonus based on the agency’s media-buying performance.
Facebook Live is an experiment for most brands, but for beauty box delivery company Birchbox it also functions as a real-time R&D lab. The brand, which broadcasts live across all of its six markets including the U.K., is using the tool to gain greater insights into what products consumers want to see, and how.
It was a day of heated debate at the ISBA’s annual conference in central London this Wednesday. Old themes at the British advertising trade body’s gathering — like fraud, brand safety and transparency — were given new urgency in Procter & Gamble chief marketer Mark Pritchard’s wave-making IAB speech in January on the “murky at best, fraudulent at worst” media landscape.
While Google and Amazon press ahead with voice bots and smart assistants, Facebook’s chatbot offering has stalled out a bit. Fashion brand Everlane last week announced it would discontinue its Facebook Messenger service after two years. And for every Messenger evangelist, there are just as many brands that, like Everlane, are underwhelmed.
Itai Bicher, SodaStream The current political landscape has created a tricky environment for brands. But one advertiser, carbonated drinks kit SodaStream International, says there is no better time to be an activist than 2017. Unlike many consumer goods companies, SodaStream was forged in the fires of controversy due to its inception in the West Bank.