Posts made in April, 2015

on Apr 30, 2015

By John McCarthy Trevor Kavanagh, a columnist and associate editor of the Sun, defended his titles for their decision to diverge on opinion north and south of the border with the English edition endorsing the Conservatives and the Scottish edition the SNP. On Thursday morning the English edition of the newspaper supported Conservative leader David Cameron to lead the UK with a cover anticipating the upcoming royal baby birth. In contrast, the Scottish edition ran a Star Wars mock-up likening SNP leader Nicola Sturgeon to rebel alliance figurehead Princess Leia. The Scottish Sun: Vote SNP The Sun: Vote Read full story › Source: The Drum...

on Apr 30, 2015

By Jessica Davies Innovation consultancy Fearlessly Frank, which counts HTC and Nissan among its clients, has appointed Tim Hipperson as chairman. Hipperson, who is also interim chief executive of Weve – the mobile marketing joint venture between O2, EE and Vodafone – has been brought in to help drive growth for the business, which provides brand strategy, design, technology and content for global businesses, private equity firms and start-ups. Hipperson told The Drum his reasons for joining Fearlessly Frank were in part due to the fact clients are increasingly seeking more “agile, innovative and free-formed” companies, which can keep apace with market changes Read full story › Source: The Drum...

on Apr 30, 2015

By Glynn Davies This article is one of a series from global marketing and technology agency DigitasLBi assessing key aspects of the main political parties’ digital strategies in the run up to the General Election. SEO lies at the foundation of all healthy digital strategies, says DigitasLBi search strategist Glynn Davies, and needn’t be all that hard. So why are the political parties making such a hash of it? Nobody, as far as we are aware, has ever suggested that SEO wins elections. But then again, it would be foolish to deny that good search can help. Any party attempting to do anything in digital Read full story › Source: The Drum...

on Apr 30, 2015

By Seb Joseph Kia Motors is more precisely targeting paid posts to social media users who are most likely to engage with the content after early tests had double the impact at less than half the cost. The move stems from the car marker’s view that social media marketing should be treated as a media planning and buying exercise prioritising impressions. It has led to it building a deeper analytics approach beyond what social networks traditionally offer like ‘likes’ or ‘followers’, which in turn underpins its latest approach to brand building at scale. In partnership with Accenture, Kia batched together its social media followers based Read full story › Source: The Drum...

on Apr 30, 2015

By Katie McQuater We’ve become familiar with the now hackneyed image of often bored-looking politicians lined up in front of a billboard van to launch their party’s election poster. But rather than scaled outdoor advertising of the kind deployed by brands, these are now generally PR stunts orchestrated to tick the boxes of press coverage and social sharing. This has a lot to do with the nature of this election. The ‘spray and pray’ approach doesn’t cut it in an election that will be swayed by results in marginal seats says Johnny Hornby, the founder of The&Partnership who worked on Tony Blair’s 1997 election Read full story › Source: The Drum...