Posts made in September, 2015

on Sep 29, 2015

By Mark Ritson It’s officially my least favourite week of the branding year because CoolBrands has dirtied the marketing doorstep with its ridiculous list of the 20 “coolest brands” once again. The same bananas methodology has produced an entirely arbitrary list of brands which has then been analysed by the media to produce an array of incredibly specious insights. The whole sordid cycle is a stain on modern branding. Let’s start by examining the CoolBrands methodology – and I use that word loosely. First, let’s recruit an “expert council” consisting of 36 vaguely famous assistant editors and TV presenters like Laura Jackson and Read full story › Source: Marketing Week...

on Sep 29, 2015

By Rebecca Stewart UK consumers are beginning to doubt what they read from advertisers in editorial content but their faith in the ads they see on mobile devices and social networks is on the upturn, according to a study. While editorial content remains one of the most trusted advertising channels, there are signs its effectiveness is wavering. The medium was knocked by the sharpest decline in trust in the UK, plummeting eight per cent to 54 per cent year-on-year between 23 February and 13 March, according to Nielsen’s latest biennial Global Survey of Trust in Advertising. Of the 19 formats assessed, online triumphed over traditional Read full story › Source: The Drum...

on Sep 29, 2015

By Seb Joseph Quorn has appointed creative agency Communicator as strategic and creative partner as it looks to broaden the appeal of its meat-substitute products. The agency, which was appointed following a non-competitive pitch, will now work with Quorn to attract more health conscious consumers looking to reduce the amount of meat in their diet. The appointment comes after Quorn this year scrapped the sporty tone of its Mo Farah ads, which it claimed had labelled it a “food for the few”, in favour of flouting the taste of its products. Peter Harrison, Quorn marketing director said of Communicator’s appointment: “Their solution demonstrated a level of Read full story › Source: The Drum...

on Sep 29, 2015

By Natan Edelsburg As the summer ended CBS, ABC, FOX and NBC all had one thing in common. Reality TV ruled their programming as we see in this week’s charts from SimilarWeb. America’s Got Talent was number one for NBC, Big Brother for CBS, So You Think You Can Dance for FOX and The Chew for ABC. Here are the charts and analysis. Insights FOX Shows August 2015: The series “So You Think You Can Dance” continues to amaze FOX viewers. In August 2015, a total of 12 candidates were eliminated over a period of 5 episodes and that helped the series grab Read full story › Source: The Drum...

on Sep 29, 2015

By Seb Joseph The BBC’s commercial arm BBC Worldwide has poached Skype marketer Jaclyn Lee-Joe for its top marketer role as it looks to increase commercial income to supplement the licence fee. She joins later this year (16 November) to replace chief of brands officer Amanda Hill who left the organisation in July. Lee-Joe will have global responsibility for BBC’s Worldwide’s brands and marketing strategy, including new additions BBC Brit, BBC Earth and BBC First as well as brand franchises such as Top Gear and Doctor Who. As chief marketing officer (CMO), she will report to BBC Worldwide chief executive Tim Davie and work closely Read full story › Source: The Drum...