Posts made in August, 2015

on Aug 27, 2015

BuzzFeed, a website that has over 200 million unique visitors, will create the content for WPP clients using its dedicated creative group BuzzFeed Motion Picture, plus the media agency’s creative teams will also be able to access BuzzFeed’s expertise to produce social content for all platforms. The deal will also include preferential media-pricing for GroupM’s clients, and will also see the pair use BuzzFeed’s proprietary data technology POUND to glean insights on its audience for more strategically served ads to the website’s audience with more relevant ads. Rob Norman, chief digital officer of GroupM, said: “The future of advertising Read full story › Source: The Drum...

on Aug 27, 2015

By Jonathan Bacon If the Rugby World Cup is a less compelling marketing opportunity than its football equivalent, you wouldn’t know it from talking to Nic Fletcher, head of marketing at English rugby’s governing body the Rugby Football Union (RFU). “The engagement with the Rugby World Cup is going to be off the scale,” he insists, looking ahead to kick off on 18 September. “People love a big event in this country. They want to follow their country because they’re patriotic and it brings out a whole new tranche of people that want that excitement in their life and that passion point.” The figures would appear Read full story › Source: Marketing Week...

on Aug 27, 2015

By Tony Connelly The campaign consists of three 60-second films covering Lemon- whose real name is Leigh Francis- on his “Super Mega Personalised Quest Fing” as he visits countries that don’t have a Carphone Warehouse. The new 60-second ad is set in Miami, Florida and shows Keith at Miami Beach as he interacts with the locals, rubbing them up the wrong way with his tongue-in-cheek humour. In one shot he meets a beach bodybuilder and admonishes him for making a fool of himself by not having enough data to upload selfies. He then comes across an attractive female lifeguard and scolds her for struggling Read full story › Source: The Drum...

on Aug 27, 2015

By Colin Grieves As customers become ever more technology centric, so marketing technology evolves to take this into account and adapt to serve new channels. Most marketers will have heard about programmatic advertising (if you haven’t, read this post I wrote a while ago), but it is a highly complex subject that can be difficult to grasp. One term you will repeatedly come across in any background reading on the matter is ‘DSP’ – or Demand-Side Platform. Essentially, a DSP is a piece of the technology puzzle that fits into the larger real-time bidding ecosystem. It enables buyers of digital advertising to Read full story › Source: The Drum...

on Aug 27, 2015

By Alison Millington A new report from the CMO Council and Ebiquity suggests that senior marketers are recruiting additional agencies with skills they believe are necessary to “tackle the digital future”. This is due to the fact that the majority don’t feel their organisations are set up to address challenges around managing the “explosion” of customer data, analysing and using data to personalise communications, exploiting new channels and devices, overcoming financial constraints, demonstrating ROI and generating content marketing. While nearly half of respondents (46%) say their confidence in their media agencies is getting stronger, they added that they are looking to apply “more stringent ROI Read full story › Source: Marketing Week...