Posts made in April, 2016

on Apr 26, 2016

By Lindsay Hong So you know you want to grow internationally, while keeping control of monetary and reputational risks, but where should you invest? Which channels should you introduce and when? We have developed a four-step approach to address these questions and provide a clear path to structure international expansion. Based on a test-and-learn Agile approach, small scale fully localised PPC campaigns are launched in phase one and tested over a three-month period to better understand the market opportunity. We call this a Global Market Scoping Test. There is no need to localise any on-site content at this point, as enough data can be Read full story › Source: The Drum...

on Apr 26, 2016

By Jeremy Lee Well that was exhausting. Like a whirlwind, Advertising Week Europe swept into town and then swept out again. And what did we learn? Well, that’s for others to decide (time limitations meant that I wasn’t able to attend as many events as I’d like), but an overwhelmingly clear message is that the event would do well to lose its obsession with inviting irrelevant celebrities. While the confused and offensive ramblings of Bernie Ecclestone dominated the headlines and ensured that Advertising Week Europe got coverage, does anyone in this business really care – let alone learn from – what he, Read full story › Source: The Drum...

on Apr 26, 2016

By Tony Connelly The unrestricted marketing on e-cigarettes has been hugely successful for advertisers, according to a new study which found a strong association between ad exposure and uptake of the smoking alternative. E-cigarettes has emerged as a hugely popular healthier alternative to smoking however its success has been largely built on the industry’s free reign on marketing which it enjoys over the tobacco industry. In the US spending on e-cigarette advertising rose to an estimated $115m, from $6.4m between 2011 and 2014. This was followed by an almost 12 per cent increase in e-cigarette use among US high schoolers. A new report from the US Read full story › Source: The Drum...

on Apr 26, 2016

By Natan Edelsburg The Walking Dead was not surprisingly a favorite show to pirate this past month. Better Call Saul and Hulu’s 11.21.63 were also big favorites. Here are the full charts and insights from SimilarWeb. In our last ranking, The Walking Dead ruled 2 of the 3 top torrenting sites, and that trend holds true yet again. The only thing that changed is that Vikings has taken down House of Cards to take one of the coveted first place place spots. On torrentz.eu, Vikings ruled with almost 18% of the traffic share, while The Walking Dead was tops on the pirate Read full story › Source: The Drum...

on Apr 26, 2016

By Michael Feeley Intermarketing Agency has bolstered its senior creative team by hiring Rossana Piazzini to work alongside the growing team in the agency’s London office. Rossana will be responsible for managing the agency’s design output, working alongside the 30 strong team of designers, for clients including Adidas, More Th>n, Virgin Trains, Bupa Global and the NSPCC. She joins from advertising agency Fold7, where she handled press, digital, experiential and outdoor design for leading brands such as Hilton Hotels, Carlsberg and Magners. Nickii Gray, Intermarketing’s managing director, said: “This is an exciting time for the agency. Rossana and the new creative management team all have Read full story › Source: The Drum...