Posts made in July, 2016

on Jul 25, 2016

By Rebecca Stewart See what’s happening: https://t.co/ChbWRrSJyKhttps://t.co/r9AZd9rzI3 — Twitter (@twitter) July 25, 2016 Twitter’s chief marketing officer Leslie Berland has unveiled the social network’s latest advertising push, saying the company wants to clear up misconceptions around what it is actually used for. It’s no secret that Twitter has been struggling to grow its user base for the past few years, but in a blog post published today Berland, who was appointed in January, said her team was “taking steps to express what we’re for and what we’ve always been.” As such, the microblogging site Read full story › Source: The Drum...

on Jul 25, 2016

By Jessica Goodfellow Kew Foundation, the charitable arm of Royal Botanical Gardens Kew (RBGK), has hired McCann London to help raise awareness of the work it does for plant conservation as it looks to build a more sustainable business model. It marks the first time Kew Foundation has hired an agency to specifically support the charity’s fundraising marketing and communications, following a competitive pitch process. The agency has been tasked with raising funds and awareness for the work that Kew does in plant conservation globally. Kew Foundation has appointed the agency for the first time as it looks to diversify RBGK’s funding Read full story › Source: The Drum...

on Jul 25, 2016

By Laurie Fullerton With Google introducing more and more ranking signals that can diminish the ultimate impact of links, there is a growing perception that links are losing their MoJo as content marketing, in-depth articles, and a slew of different ranking factors may be taking precedence. However, a recent study that calculated correlation data, case studies and ‘Googles’ stated directive that links and content are the most important ranking factors found and that links do matter, but also that good content helps links matter more. “We looked at the statistical significance. We found that links are really powerful because there is Read full story › Source: The Drum...

on Jul 25, 2016

By Tony Connelly The success of Specsavers‘ long running advertising tagline, ‘should’ve gone to Specsavers’ has been so successful that it’s seeped into popular culture and now the company is looking to protect its prized marketing gauntlet with a trademark on the phrase ‘should’ve”. The high street optician filled a trademark application with the UK Intellectual Property Office seeking to establish Specsavers’ rights to the use of the terms “should’ve” and “shouldve [sic]” in a wide range of commercial spheres. Trademark lawyers have cast doubts on the likelihood of the application being successful though given the commonality of the expression. London patent attorney, Martin Read full story › Source: The Drum...

on Jul 25, 2016

By samantha johnson Mo’ money, mo’ problems…and in media it just means mo’ phone calls. Having spent over a decade as a media planner at Saatchi & Saatchi and working on a global auto brand, it’s easy to get accustomed to really big budgets and deep pockets. Now, at a full-service ad agency with a range of budget sizes, people often ask, “You are used to big budgets so how will you work with smaller budgets and how will you change your go-to market approach?” Many clients assume an effective communications plan is based solely on how much a brand has to spend. I Read full story › Source: The Drum...