Posts made in September, 2018

on Sep 7, 2018

By Bennett Bennett Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most in newly-launched creative on US national broadcast and cable TV. Advertising spend on national TV took a hit the week of August 27, falling 19% compared to the week prior and topping out at $782m. Spend for new commercials also fell by 7% to $111m. The return of college football was the big money maker for networks this week, with overall ad Read full story › Source: The Drum...

on Sep 7, 2018

By John Glenday Anti-dandruff shampoo brand Head & Shoulders is to associate itself with The Football Association in a two-year partnership by becoming the first official haircare partner of both the England men and women’s teams until August 2020. Players will flaunt their flawless locks in a mixture of short and long-form content scripted to showcase the Head & Shoulders range with the Procter & Gamble-owned brand also benefiting from branding opportunities within the England squads training camp at St George’s Park. Celine Hernandez, head of haircare brands UK & Ireland at P&G commented: “Head & Shoulders has always Read full story › Source: The Drum...

on Sep 7, 2018

By Paul Barnes Netflix is making some major changes to its business model, experimenting with promoting trailers for other Netflix content between series, as well as subscription methods. Is Netflix ensuring its longevity or taking its user base for granted? Netflix currently monetises its app through in-app subscriptions which flow through the app stores. The app is free to download, but a user must sign-up to a monthly subscription to access content. Its move to disable billing through the Apple App Store means users will be redirected to a mobile web version of the app to set up payment. It might seem Read full story › Source: The Drum...

on Sep 7, 2018

By Jennifer Faull The 24-hour lifespan of Instagram Stories has made managing and analysing the content a laborious process for marketers. A handful of companies have claimed to solve that problem, allowing brands to put a strategy in place for how to get more from their influencer marketing deals. Instagram Stories now boasts 400 million daily users and advertisers have duly flocked to the ephemeral offering, upping spend and largely opting to work with the many platform’s many influencers. According to influencer marketing agency Activate, Stories was found to be the second-most popular social media feature that influencers used for sponsored campaigns, after posts on Read full story › Source: The Drum...

on Sep 6, 2018

By Stephen Lepitak Ogilvy UK’s group chief creative officer, Emma de la Fosse, is to leave the agency to join Publicis, The Drum has learned. De la Fosse is the latest senior figure to leave the London offices of the WPP creative agency amid a restructure within Ogilvy UK by its new chief executive Michael Frohlich. Chief client officer Charlie Rudd and chief production offer Clare Donald are among those to have left. So too has Jo Coombs, who was chief executive of now shuttered Ogilvy One, where de la Fosse was previously creative chief. It is believed de la Fosse, who joined Ogilvy in Read full story › Source: The Drum...