Posts made in February, 2019

on Feb 9, 2019

By Thomas O'Neill Choosing a Chinese name for your brand can take months, if not years (something The Drum knows all too well, but more on that later). Rather than eureka moments scribbled on cocktail napkins or the backs of cigarette packs, translating your brand for the Chinese market is more a science and likely involves linguists, analysts, marketers and focus groups. Jolin Guan, executive strategy director at Superunion in Shanghai, says that while the right name is essential no matter the language, in China it is both extremely important and extremely difficult. “The Chinese language system has unique sounds, shapes, meanings and etymology. Read full story › Source: The Drum...

on Feb 8, 2019

By Kyle O'Brien Mark Taylor has spent his career making groundbreaking creative work, having been involved in iconic campaigns such as Mini Cooper’s ‘Let’s Motor,’ ‘Subservient Chicken’ for Burger King, and ‘Lamp’ for Ikea. Now, California-based agency MeringCarson has landed Taylor as its chief creative officer. The 100-person California-based agency has offices in Sacramento and San Diego, and clients include Visit California, The Islands of Tahiti, Merlin Entertainments (Legoland), Pebble Beach Company, and San Diego Tourism Authority, among many others. Not only has Taylor worked on some of the most prominent campaigns in advertising history, but he also served as the lead on Read full story › Source: The Drum...

on Feb 7, 2019

By John McCarthy PinkNews has acquired LGBT audience digital targeting agency Othervox for an undisclosed sum as it looks to scale up its ad offering and directly court brands keen to speak to its community on its owned media like the website and Snapchat, and beyond. The acquihire officially brings aboard Darren Clapich, director of the LGBT digital advertising network Othervox, who handily is also head of brand partnerships at PinkNews – having previously served the same role at Grindr. By bringing the agency and Clapich into the mix, PinkNews is hoping to attract a broader Read full story › Source: The Drum...

on Feb 7, 2019

By John McCarthy Joe Media has expanded into boxing with a show called TKO fronted by Northern Irish star Carl Frampton. The publisher believes its approach to building sponsor-backed podcast and video products “brick by brick” could mitigate the troubles seen by other digital media titles like BuzzFeed, Verizon Media and Vice who have recently announced cuts. The former two-weight world champion will take the lead on the new show, accompanying the Irish publisher’s growing slate of programming that includes James O’Brien’s Unfiltered (returning for a second season), Russell Kane’s Boys Don’t Cry, House of Rugby (launched October 2018) and upcoming football and Read full story › Source: The Drum...

on Feb 7, 2019

By John McCarthy Hearst, Bauer Media Group, Radio Times, Woman & Home, Cyclist and Time Out group have united to run a joint marketing campaign in print which talks up the power of the medium to advertisers and media buyers. The drive, organized by Magnetic, the marketing body for consumer magazines, looks to communicate to media buyers the value of print and its effectiveness at long-term brand building. Collectively, the magazine houses have gathered to shout out about the prowess of the medium as ad revenues drip towards digital solutions. The campaign will also leverage print space to speak to influence advertisers and challenge their Read full story › Source: The Drum...