Posts made in April, 2014

on Apr 22, 2014

By Ishbel Macleod The Weather Network has appointed Lexis to handle all aspects of its earned, paid, shared and owned channel communications, as it launches in the UK later this year. Stacey Jarvis, vice president of marketing at Pelmorex Media Inc, owners of The Weather Network, said: “Lexis identified a clear strategic route to help us stand out from other weather providers. We’ve got over 25 years of experience in TV, web and mobile in Canada and we’re excited to bring the brand to the UK audience with our website and mobile apps. Lexis’s creative and strategic route works across all parts Read full story › Source: The Drum...

on Apr 22, 2014

By Angela Haggerty Metro has responded to the surge in demand for branded content and experiential with the launch of its new creative division Story, aimed at helping brands “make more impact” in the digital world, according to Metro creative director Sophie Robinson, who will head up the agency. The publisher hopes the agency will give it a good grounding for brands looking for more creative advertising prospects, and while Robinson does acknowledge that display is still by far the main advertising breadwinner at Metro, the last six months in particular have brought a shift in demand. “More and more briefs we are getting are Read full story › Source: The Drum...

on Apr 22, 2014

By Ishbel Macleod From not using keywords such as ‘holiday’ and misspelling words (‘airwaves’ instead of ‘airways’), top UK travel brands could do a lot more to assist with their app store optimisation, research from Yodel Mobile has found. Yodel Mobile analysed the top 11 travel brands, to look at how they used keywords in three different ways: capacity (how many of the permitted total keywords were used); relevancy (how successful were each of the brands at connecting the app with relevant, travel-related keywords); and typos (how many keywords were misspelt). It was found that seven of the 11 travel brands analysed used between zero Read full story › Source: The Drum...

on Apr 22, 2014

By Kate Magee RateSetter, the peer-to-peer lender, has appointed Elvis as its first creative agency ahead of a multimillion-pound summer campaign. Read full story › Source: Campaign...

on Apr 22, 2014

By Gillian West American lighter brand Zippo has created a new brand ambassador Jax ‘No Pain’ McFlame to front its global integrated campaign #ShareThePain which taps into consumers’ expected sense of loss when they lose their beloved Zippo. The campaign, created with DeVriesSlam, is based on research of the brand’s target 18 to 24-year-old male audience who, according to Zippo global brand manager Brent Tyler, have been “lamenting the loss of Zippo lighters” on social media and takes its cue from the popular Old Spice online content which targeted a similar youth market. Read full story › Source: The Drum...