Posts made in September, 2015

on Sep 28, 2015

By Ronan Shields Yahoo has revealed that it is to combine its entire programmatic advertising offering, as it attempts to use this week’s Ad Week New York to better articulate its offering to advertisers, a little over 18 months since it pulled the plug on The Right Media Exchange (RMX) brand. Yahoo first announced that it is to acquire BrigthRoll – a platform more synonymous with video advertising – for $640m last year, and it has today (28 September) unveiled it will use it as the unified brand for its programmatic offering, with the outfit promising to offer “media-agnostic tools” to advertisers. BrightRoll Read full story › Source: The Drum...

on Sep 28, 2015

By Minda Smiley Raja Rajamannar, chief marketing officer at Mastercard, said that the brand has been forced to evolve over the past few years in order to survive in the face of what he called a ‘digital tsuanami.’ Speaking at Advertising Week New York, Rajamannar said that the company’s brand positioning used to be focused around the idea that Mastercard is “the best way to pay.” Yet he said that consumer emotions drops when a consumer has to make a payment. “Why do we want to associate ourselves at the lowest point of the cycle?” he said. Over the past few years, he has helped lead the Read full story › Source: The Drum...

on Sep 28, 2015

By Jennifer Faull Just months after announcing its e-commerce Facebook tie-up, Mondelez International is already backing it to succeed, claiming early tests are enough to indicate that the social network will become its biggest digital sales channel. The snacks maker has seen experiments with its Philadelphia brand on the social network drive a five per cent boost in sales. And while its claims of success may seem a little early given the single-digit increase, it’s worthwhile noting that the business has spent the bulk of 2014 learning about how it can tempt people to consider purchasing snacks online. Mondelez has been Read full story › Source: The Drum...

on Sep 28, 2015

By Tony Connelly TMW Unlimited have appointed Graeme Noble as its new chief creative officer. Noble, previously the executive creative director at the agency will replace Gareth James, who lef in August. In his new role Noble will use his 15 years experience to take responsibility for re-shaping the agency’s creative department of 50 staff and building on the success of recent digital and social campaigns for brands including Durex, Lynx and Virgin Trains. He previously worked at TMW Unlimited before joining Kitcatt Nohr as digital creative director. He returned to TMW Unlimited in 2009 and has since won Cannes Lions awards for his work on Read full story › Source: The Drum...

on Sep 28, 2015

By Tony Connelly Apple’s marketing for the iPhone 6s and 6s Plus has been its most successful to date after it revealed that sales for the new phones were the highest in its history. Apple announced that it has sold more than 13m of its new phones in the three days since its US launch, a new record for the Silicon Valley giant and may not be the only record broken given that it is set to roll out to across the world in the coming weeks. The advertising campaign for the latest instalment in its iPhone range featured actor Bill Hader and pop singer Read full story › Source: The Drum...