Posts made in April, 2014

on Apr 23, 2014

By Jennifer Faull With same-sex marriages legal in the England and Wales as well as certain parts of the US, the issue of how to represent alternative families in marketing campaigns is creeping up the agenda for many big brands. Brands including Honey Maid and Coca-Cola have already made steps to representing a diverse family, but for Saatchi & Saatchi director of strategy, Richard Huntington, the marketing community still has a long way to go. Speaking at Mumsnet’s Mumstock event in London today, Hunnington said: “The vast majority of the marketing community is petrified of that sort of diversity and it’s a Read full story › Source: The Drum...

on Apr 23, 2014

By Angela Haggerty A digital advertising campaign from the Financial Times has been launched to target a younger readership. The campaign was created with digital agency Essence and will run on digital poster sites at London commuter stations as well as Facebook and Twitter. Toni Ellwood, head of acquisition marketing at the FT, explained: “Since the launch of our digital media acquisition campaign last year, we have seen that 40 per cent of new readers through this initiative were in the 24-34 age group – one we hadn’t specifically targeted previously. “Almost half of FT.com traffic now comes from mobile devices. This campaign effectively reinforces the Read full story › Source: The Drum...

on Apr 23, 2014

By Natalie Mortimer Clothing retailer Oasis has created a virtual good deed generator as part of its ‘Spring a Smile’ digital campaign to promote its spring/summer 2014 collection. The online generator, created by Breed and Craft, lets visitors randomly generate a good deed that they can do for someone, then encourages them to nominate three friends to do the same. The dedicated site, which launched last Friday, encourages consumers to share their good deeds on Facebook and Twitter using the hashtag #springasmile. Read full story › Source: The Drum...

on Apr 23, 2014

By Jennifer Faull Bentley is believed to be inviting a number of UK agencies, including McCann London, to pitch for its UK and European account. The Drum understands that Atomic resigned the account earlier – which predominantly includes dealer marketing – earlier this year. Atomic won the £5m business after a competitive pitch process in June last year against Adam & Eve/DDB, McCann London, and incumbent, Connect Group, which had worked on the business for over 10 years. Atomic declined to comment and a spokesperson for Bentley was unavailable at the time of writing. Read full story › Source: The Drum...

on Apr 23, 2014

By Ishbel Macleod Subway has become the official training food partner of Liverpool FC, under a multi-year deal. To launch the deal, Subway has been sending a range of Low Fat Subs to participants in the Liverpool FC Foundation programmes. Manaaz Akhtar, regional marketing director for the Subway brand in Europe, commented: “As a brand, we are committed to supporting everyone to be more active in their everyday lives and our partnership with Liverpool FC provides us with the perfect opportunity to demonstrate this and take it to the next level.” The partnership fits with Subway’s campaign to encourage healthier and active lifestyles, with other name Read full story › Source: The Drum...