By Seb Joseph The Radio Advertising Bureau’s (RAB) planning director Mark Barber is among one of many media, marketing and creative professionals selected for the 2015 New Years Honours list. The RAB 14-year veteran has been awarded an MBE in the annual lineup for his services to commercial radio. During his time at the organisation, Barber is credited for building the radioGAUGUE research project to address calls for greater accountability and creativity from radio advertisers. He also played a key role in steering the organisation’s investigation into how radio adverts influence online purchases as well as assessed the value of radio in today’s media mix Read full story › Source: The Drum...
Read MoreBy Seb Joseph Airbnb is to pivot campaigns around social media in a bid to put its host community front and centre of its communications as it looks to support a more unified brand strategy worldwide. The business is attempting to establish the value of social media in delivering its service to the market. While the likes of Facebook and Twitter have played a core part in the brand’s growth to date, the aim is to reassemble its channels to support the “Belong Anywhere” strategy, which launched earlier this year alongside the brand’s redesigned and controversial logo. Airbnb’s shift in marketing Read full story › Source: The Drum...
Read MoreBy Seb Joseph Rightmove is switching its media strategy to prioritise short, bite-sized TV media in an attempt to adapt to people displaying many of the same ad avoidance tendencies on TV that they do online. The shift in marketing is on display in the property portal’s latest campaign. Rightmove is using 10-second animated spots to push the next phase of its “Find Your Happy” promotion, drawing on the insight that every home-mover looks for something different in a property to make them happy. The Homebrew-created ads are designed to appeal to different types of buyers, whether it’s a family, a couple or a first-time Read full story › Source: The Drum...
Read MoreBy Seb Joseph Wrigley’s has signed Hollywood actor Ashton Kutcher to introduce a new look for its Extra brand in a campaign that trumpets the health credentials of the sugarfree gum. The former “That 70s Show” star will appear in an advert from 1 January that humoursly highlights the cleaning force of the sugarfree gum, cementing his breakup with a spicy pizza that has overstayed its welcome. The campaign reportedly costs £15m and will run for 16 weeks. The brand push comes as Wrigley’s axes the Orbit brand and rebrands the products under the Extra range. It aims to exploit strong sales of Extra Read full story › Source: The Drum...
Read MoreBy Seb Joseph Wrigley’s has signed Hollywood actor Ashton Kutcher to introduce a new look for its Extra brand in a campaign that trumpets the health credentials of the sugarfree gum. The former “That 70s Show” star will appear in an advert from 1 January that humoursly highlights the cleaning force of the sugarfree gum, cementing his breakup with a spicy pizza that has overstayed its welcome. The campaign reportedly costs £15m and will run for 16 weeks. The brand push comes as Wrigley’s axes the Orbit brand and rebrands the products under the Extra range. It aims to exploit strong sales of Extra Read full story › Source: The Drum...
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