Posts made in April, 2015

on Apr 27, 2015

By John Glenday The Liberal Democrats are seeking to give their election prospects a lift by employing IP geolocation technology to tailor the party’s website content to local issues in advance of the general election. The Liberal Democrats are the first party to make use of the new hyperlocal tool, created by Digital Element, which is capable of locating individual users to a sub-regional level to marry them up with campaign literature of their local candidate. As such browsers resident in south east London will be presented with information pertaining to Simon Hughes, the party’s candidate for Bermondsey and Old Southwark, in addition to national Read full story › Source: The Drum...

on Apr 27, 2015

By Stephen Lepitak Victoria Plumbing has handed its £6m media planning and buying account to MediaCom Manchester. The company has been appointed by the bathroom retailer to overseeing all ongoing media activity, with a focus on response and brand TV campaigns to target ABC1 women through a broad family focus. Marcus Hall, head of Response at MediaCom Manchester, said: “It’s great to be building a long term relationship with a brand that not only has established such a strong reputation, but has the ambition and vision to continue to grow. Our direct response credentials at MediaCom Manchester are among the best in the UK, as Read full story › Source: The Drum...

on Apr 27, 2015

By Seb Joseph Words by Seb Joseph and Natalie Mortimer The rise and rise of the vlogger has been one the standout marketing stories so far this year. Their transformation into the biggest social media influencers today has been tempered of late by the UK advertising watchdog’s crackdown on brands not clearly labelling their work with these stars as an ad. Mondelez’s Oreo brand was the first to be rapped for getting this dynamic wrong, causing many marketers to sit up and ask for clearer rules. While the Advertising Standards Authority (ASA) works to produce clear practical guidance, some advertisers are forging their own responsible Read full story › Source: The Drum...

on Apr 27, 2015

By Gillian West Welcome to The Drum Creative Department, sponsored by Workfront. As always this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide what we show within The Drum magazine. You can vote for the work you like best, simply by clicking the ‘Like’ button beside the work, and the winner will be featured in the next issue of The Drum (13 May) in the Creative Department spread. Other popular entrants will also be considered for the print edition. Submit your vote before Monday 4 April to guarantee your favourite makes it into the printed magazine. To Read full story › Source: The Drum...

on Apr 27, 2015

By John Glenday Ebay and Google have reportedly found themselves allies in a battle with the European Union over the alleged abuses of the monopoly Google wields over search. In its effort to prove that the competitive spirit of the web is alive and well Google can now cite online auction house eBay as exhibit A after its chief executive proclaimed his business to be a direct competitor to Google. Speaking to the Financial Times John Donahoe said that traditional barriers between forms of online commerce were becoming blurred, adding that “Yes . . . We’re a strong commerce competitor.” Google is accused of suffocating specialist shopping search engines by Read full story › Source: The Drum...