Posts made in March, 2016

on Mar 30, 2016

By Natalie Mortimer Beam Suntory has poached Coca-Cola’s senior vice-president, marketing and innovation, venturing and emerging brands, Rebecca Messina for its global chief marketing officer role. She will serve on the maker of Jim Beam and Maker’s Mark’s executive leadership team and report to chairman and chief executive Matt Shattock. In her current role, Messina leads brand strategy and growth for The Coca-Cola Company’s portfolio of high-growth, emerging brand companies. “Rebecca is a dynamic, growth-oriented leader and we’re delighted that she will join Beam Suntory to lead our global marketing and strengthen the function to deliver industry-leading, market-beating growth,” said Shattock. “With experience as a Read full story › Source: The Drum...

on Mar 30, 2016

By Rebecca Stewart A series of out of home ads for ethical fashion brand Nobody’s Child have been banned by the ASA for “sexualising” a young model. The “irresponsible” posters received three objections over the poses and facial expressions of the model pictured, with complainants saying the images “sexualised someone who they considered appeared to be a child.” The billboards, which were made in-house by the brand, depicted a woman resting on the arm of a sofa looking directly into the camera with her mouth partially open. Another saw the model sitting in an over-sized chair with one leg slightly raised and her hands clasped Read full story › Source: The Drum...

on Mar 30, 2016

By Natalie Mortimer Carlsberg has outlined its desire to become a content hub of both brand created content and user generated content, 18 months since it began work on its online over haul dubbed Pegasus. The website aims to unite Carlsberg’s 500 plus brands across 160 markets as a way to bring content, product and branding together in one place. So far one element of the Pegasus platform has been implemented in the UK which Carlsberg senior brand manager Dharmesh Rana said has now brought the region’s site “technically” up to date. “[Pegasus] is more reflective of our brand strategy to premiumise, as well as Read full story › Source: The Drum...

on Mar 30, 2016

By Natan Edelsburg There’s a new streaming video Kickstarter that’s on the rise and has already doubled it’s fundraising goal with over two weeks left to go. MovieSwap’s mission is simple, they want to digitize the ancient act of physically sharing DVDs by getting everyone to send them the DVDs that have piled up on shelves or in storage (they’ve already collected over 200,000). By actually acquiring the DVDs from people and then streaming them in a “digital swap” they are confident that what they’re doing is legal. While this might come across as a smart gimmick to make use of Read full story › Source: The Drum...

on Mar 30, 2016

By Jennifer Faull The Times and Sunday Times has merged their online properties which will support the publisher’s move away from rolling news coverage to an edition-based model for the first time. Moving forward one edition will be produced each day across all platforms – including its revamped smartphone apps – with updates published at 9am, noon and 5pm, changing on weekends to noon and 6pm. The Times claims that the new publishing model is reflective of its readers’ daily routines after research found that people generally come to it at set points of the day, instead turning to the likes of Twitter when Read full story › Source: The Drum...