By John Glenday Amidst mounting pressure to implement some form of sugar tax to counter Britain’s spiralling obesity epidemic Unilever chief Paul Polman has weighed into the debate by saying there is scant evidence such a levy would make a jot of difference. Unliver, the food giant behind brands such as Wall’s and Ben & Jerry’s ice cream as well as Hellmann’s mayonnaise, suggested that thinking on the matter by the likes of NHS England was ‘too simple’, citing the case of Mexico which has seen no clear improvements despite introducing a similar tax. Polman has opted to take Unilever down a different Read full story › Source: The Drum...
Read MoreBy Leonie Roderick The 30-second ad will be aired during the third quarter of the 7 February game, but the company released an extended version to build excitement among fans. The ad, which is packed with hidden Pokémon references, explores ambition, drive and training – the traits that make a successful Pokémon trainer. It ends with a call to action: Train on. The ad is part of a yearlong campaign celebrating 20 years of Pokémon. First introduced in Japan in 1996 with the video games Pokémon Red and Pokémon Green for the Nintendo Game Boy system, the brand has sold more than 275 million video Read full story › Source: Marketing Week...
Read MoreBy John Glenday Fans of American Football will be able to skip Super Bowl adverts during this year’s competition courtesy of Frixxer, the micro-content television provider, which will offer the service to 30m US homes plugged into the Youtoo America TV network. Viewers will be able to jump straight into the action without being bombarded with commercials for everything from Coca-Cola to Ford, highlighting how the migration from standard broadcasts to cable and online viewing is making it easier than ever to ditch ads. Frixxer’s solution entails production of a series of 30 second live ‘micro programmes’ which will supplant traditional ad breaks with additional Read full story › Source: The Drum...
Read MoreBy John Glenday Young people are increasingly deserting traditional broadcast television in favour of online entertainment with digital pursuits having now overtaken TV for the first time ever – according to Childwise. The charity described the tipping point in its annual survey as a ‘landmark change’ which illustrated the growing clout of on-demand services such as Netflix which have surged since the advent of tablet computers having increased by 50 per cent over the past year alone. Overall time spent online now averages at three hours per day compared to just 2.1 hours spent watching television with this divergence even more pronounced among older teenagers Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak The Directory Big Won rankings have been released for 2015, including naming the most awarded creative campaigns of 2015 – here are the top 10 winners. Read full story › Source: The Drum...
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