Posts made in August, 2017

on Aug 25, 2017

By Jessica Goodfellow Welcome to The Drum’s Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions. Account wins Mothercare has awarded St Luke’s its above-the-line (ATL) advertising account without a pitch, ending its relationship with Havas, which previously held the integrated advertising account. St Luke’s Consultancy – the brand strategy arm of the agency – has been working with Mothercare over the last two years to develop the brand proposition ‘welcome to the club’, aimed at turning the business around after it hit a low in 2014. Work will begin immediately on the new ATL campaign which Read full story › Source: The Drum...

on Aug 25, 2017

By John McCarthy The so-called ‘Money Fight’ between legendary undefeated boxer Floyd Mayweather and mixed martial arts superstar Conor McGregor is touted to become one of the most lucrative events in sporting history when it takes place in Las Vegas on Saturday (26 August). For brands, the extraordinary clash of styles represents a unique opportunity to put themselves in front of what is predicted to be the biggest pay-per-view audience of all time and millions of armchair fans passionately debating the merits of the contest and what hope – if any – UFC fighter McGregor has of beating a boxing great at his own Read full story › Source: The Drum...

on Aug 25, 2017

By John McCarthy German grocer Edeka has seized headlines with a compelling marketing stunt that has seen it strip foreign goods from the shelves of its Hamburg outlet. The activity was run to show how much other cultures – and especially immigrants –can bring to German shores, all shot for an upcoming ad campaign that hopes to make this message resonate further. Only goods made in Germany were left in place, making a strong and visual point about the global nature of the food chain and the countries reliance on imports. The stunt gained significant leverage on social media as photos from the Read full story › Source: The Drum...

on Aug 25, 2017

By John Glenday Geometry Global UK is inviting brands to embrace ‘sensory reality’ alongside virtual and augmented reality as a means to deliver a personalised shopping experience. The brand activation agency has become the first in Britain to install Sensiks Sensory Reality Pod – a multi-sensory cabin capable of synchronizing sound, vision, smell, temperature, air flow, taste and vibration to create a fully customizable experience. Fred Galstaun, Sensik chief experience officer, said: “By enriching audiovisual content with stimuli for all the senses, sensory reality can transform the shopper’s state of mind from passive observing to active experiencing. Geometry will Read full story › Source: The Drum...

on Aug 25, 2017

By John Glenday Actress Gwyneth Paltrow’s lifestyle brand Goop has fallen foul of US-based advertising watchdog Truth in Advertising (TINA) after it described health claims made for products as ‘deceptive’. In all TINA found 51 instances in which Goop directly or indirectly promoted products which were claimed to ‘treat, cure, prevent, alleviate the symptoms of, or reduce the risk of developing a number of ailments’; including a seaweed bath with alleged anti-aging properties and a rose quartz egg which was said to help with hormonal balance. Bonnie Patten, executive director of TINA.org, said marketing products as having the ability to treat Read full story › Source: The Drum...