Nivea has launched its new limited edition range of Nivea Soft moisturiser pots, designed by British fashion designer Giles Deacon, with a social media campaign surrounding London Fashion Week.

The brand is encouraging people to share their fashion looks or ‘Outfits Of The Day’ (OOTD) on Twitter and Instagram and using the hashtags #OOTD and #NIVEASOFT.

From all the #OOTD #NIVEASOFT photos that are uploaded, 15 will be selected and shortlisted, and opened up to public vote. The #OOTD photo that receives the highest number of votes will win a personal style consultation with Giles Deacon.

“#OOTD is an amazing phenomenon which has developed within the fashion blogging world and captured the imagination of consumers. It’s the perfect fit for Nivea Soft in 2013 – it’s relevant, imaginative and trending in the fashion community,” said Sophie Rock, brand manager for body care at Nivea.

Nivea will also take to the streets during fashion week with sampling activity. A Nivea photographer will take photos of people wearing the best outfits, which will then be shared on Nivea’s Facebook page.

The campaign was devised by Space, with Jim Carless, head of client services at Space explaining that the agency’s brief was “to firmly position NIVEA Soft in the fashion territory”.

“We saw London Fashion Week as the perfect environment to do this. Social media and photo sharing is central to our younger consumers’ lifestyle and is an integral part of London Fashion Week,” he said.

Fashion week begins today, 13 September, and runs until 17 September.

Surprising customers is one of the main aims of Topshop's former chief marketing officer Justin Cooke, who has left to start up his own agency, Innovate7.

Cooke, widely revered for a highly successful 18 months at the high street retail chain, not to mention his six years at Burberry, has been contacted by marketing chiefs of many of the world's biggest brands, including Nike, to share his insights and secrets. Such opportunities are what led to the beginning of his own creative business.

Maintaining brand relevance however, is the absolute key for any business success, he tells The Drum during the lunch break at this year's Adtech conference when asked for his one piece of advice for fellow marketers.

"You can focus on a million different things like data or content, but if any of those things aren't contributing to your constant relevance, you're wasting your time."

He continues: "You can measure whatever you want with all the tools, but the reality is that you have to do the thing that makes a difference and cuts you through and that's going to be great experiences and emotional ones. I believe in making emotional connections with people. That is when you win because you cut everything else out of the space, because then you are in people's hearts and in their minds."

Cooke is clearly energised by his new challenge, speaking at a fast pace but with such a passion and belief that it is clear he is driven by a vision – although he refuses to be drawn on what can be fully expected from his company.

"I want to keep serving up customers things that they know are right, then I want to surprise them," is his explanation of how he plans to continue what he has begun while client-side.

"We want to build a company which no one has seen before. It’s not really an agency, it's a hybrid of everything. So on the one hand we make and develop the technology but we can also do ads," he explains, probably simplifying the business offering somewhat. "It's something I've been passionate about for a while."

In offering an example of how he sees technology and data altering the customer experience, and fundamentally companies overall, Cooke boldly claims his company will be able to take the third biggest brand in any sector and push them to become the industry leader.

"When I'm driving my BMW, a message pops up to remind me that it needs a service or I need gas after so many miles. Everything is recorded now. That digital data exists. So what if you had an app or a piece of technology which could mine all of the car data? A company could take its customer service through the roof. A company could call a car's owners and tell them the car is ready for a service, have the replacement car ready... you could take everything away from the consumer. That would blow all the other 'me too' cars out the water. That's the kind of thing we can do."

Cooke reveals that he doesn't consider what the competition is doing while planning his strategies, believing that it is more important to focus on the company's own intentions and ideas. He shares advice he has given to the Natural History Museum, for which he sits on the Digital Advisory Committee to target an expected influx of tourists from the Far East.

"They were talking about the V&A and other museums. I told them that I didn't care about those museums. I want it to be one of the greatest places in London to come and visit. To me, it looked like their language translation on their website was only in English, but 100 million guys are going to come from China this year. I want to advertise to them in Shanghai, I want a billboard in the airport, I want to sell them their ticket to the Natural History Museum when they buy their ticket from Air China."

This leads to Cooke's assertion that Innovate7 can get a client "ahead of the journey" across each of their touch points. "We can disrupt so many industries," he claims, before revealing that he has a meeting scheduled with a Premier League Football Club which wants to hear how he can do just that.

Innovate7 will aim to have "a very loose structure", which Cooke compares to "a lab mentality" – with the ambition of becoming a company that the best graduates aspire to work within.

"There's no Apple here, there's no big company, but we think we can build one. We think we can create a new breed of company where people say 'wow, this is an icon'. We are lucky that Joanna Shields, Tech City CEO has come out and said she thinks we are going to change the landscape – and we think we will. Sometimes you have to believe that.

“Sometimes people think I'm either crazy or arrogant, but actually some of the best companies in the world have that. It's an indomitable spirit where you keep going. We know what we have and we know what we're doing and we just want to show the world," he adds.

This is only the start for Innovate7, and should Cooke's ambition be matched, and he disrupts the industry as he believes he will, a truly special agency has been born to a highly competitive marketplace.

BBC Breakfast has today announced the promotion of Adam Bullimore as editor.

Bullimore, who has held the role of deputy editor for five years, led the move of the programme from London to Salford in April 2012.

He said: “I’m absolutely delighted to be given the opportunity to be editor of BBC Breakfast. I truly believe it’s one of the best jobs in TV news and I’m so excited to have the chance to build on the programme’s amazing success over the last few years. I already know what a fantastic team of people I have around me and I can’t wait to start work on some of the ideas I have for the future.”

Prior to working on Breakfast, Bullimore was an assistant editor on the BBC News channel when it launched in 1997.

Specsavers and Penguin are inviting crime thriller enthusiasts to help three authors create a novella through social media.

The #youdunnit partnership between Specsavers and Penguin will see crime fans contribute ideas through Facebook and Twitter including characters names and personalities, locations, crimes and other narrative details for bestselling writers Nicci French and Tim Weaver, and debut novelist Alistair Gunn.

In the end, there will be three original stories published with very different takes on the same source material, with the ebooks to be available from mid-October.

Dame Mary Perkins, founder of Specsavers, said: “As autumn creeps in there’s nothing I like more than curling up with a good book, the more bloodcurdling the better. How exciting to think that fellow enthusiasts and I could help create a new story. The authors we have lined up are some of the best crime thriller writers in the business. That combined with the collective imagination of everyone contributing ideas means we are expecting great things from this.”

Penguin marketing manager Tim Broughton said the company was ‘delighted’ to be partnering with Specsavers, adding: “Three outstanding writing talents have been selected to contribute to the venture. It will be fascinating to see them apply their own individual writing styles to the narrative framework created by the crime fiction community online.”

Created and project managed by Manning Gottlieb OMD, the #youdunnit experience will launch on Monday 16 September.

Five of the judges for the 2013 Creative Out of Home Awards have been revealed and budding entrants granted an extension in the deadline for entries.

Sitting on this year’s panel will be integrated creative director at Ogilvy, Johnny Watters; creative partner at gregandmike.com, Mike McKenna; founder of UPP brand and media architects, Peter Thomson; and founding partner at 23red, Sean Kinmont.

Also judging is Natasha Murray, managing director at Havas Media, who said: “I am delighted to have been asked to judge these awards. For me, out of home is the original 24/7 media which, with the continuing development in digital, is allowing advertisers to become increasingly creative in connecting people to brands in a more meaningful way.”

Sponsors for this year’s event, which celebrates and rewards creativity in out of home advertising, include Primesight, Ubiquitous Taxis and MediaCo Outdoor.

The awards ceremony will take place on Thursday 21 November at The Montcalm Hotel in London and further details and information on how to enter can be found on the website.

Channel 4 has announced that Mashed - the broadcaster's first online TV commission broadcast – will be available on 4oD and YouTube with original short form content.

Mashed will contain original sketches, parodies, music and more commissioned from some of YouTube’s most famous – and infamous - creatives, including the likes of self-proclaimed British geek rapper, Dan Bull and composer John Boswell aka melodysheep, creator of the Symphony of Science.

Richard Davidson-Houston, head of online at Channel 4, has appointed the Connected Set, the production team behind 2012: Mashed, to work with the creatives to produce brand new content for the ‘always on’ Mashed brand.

Mashed for online will initially run for six months with new videos added weekly – and a selection of the best content will also feature alongside unseen material in a new 2013: Mashed TV programme to be broadcast on Channel 4 later this year.

The Mashed network of independent creatives will also be commissioned to create trailers for new Channel 4 series. The first include three tongue-in-cheek videos for the forthcoming series of Chicken Shop from YouTubers Nick DenBoer, Tea&Cheese and Superpowerless.

Davidson-Houston, said: “Mashed is the latest in a series of thoughtful innovations from Channel 4 Online.

“We’re engaging with talent that are new to Channel 4, in new spaces, to make new forms of content, aligning it with broadcast and 4oD – we’re looking to find a natural rhythm between the different media.”

“This is a typically distinctive, risky undertaking for Channel 4 – and it’s excellent to be working with the Connected Set again.”

Jason Mitchell at the Connected Set, said: “We’re thrilled to be working with Channel 4 and so many of our favourite shortform video artists on this exciting project.

“For us Mashed not only reflects Channel 4’s drive to incubate and develop a new generation of talent, but also their commitment to experimenting with new shapes of content that span TV and online.”

Mashed is available on YouTube and will shortly appear on 4oD.

Twelve men have been arrested after police uncovered an apparent plot to steal millions of pounds from Santander.

The gang allegedly got control of the bank’s computer remotely via a man posing as a maintenance engineer fitting a keyboard video mouse device (KVM) to a branch computer.

The men were arrested on suspicion of conspiracy to steal from Santander and Scotland Yard said the plots was the most sophisticated they’d seen of its type.

A Santander spokesman is quoted in the Guardian as saying: “The attempt to fit the device to the computer in the Surrey Quays branch was allegedly undertaken by a bogus maintenance engineer pretending to be from a third party.

“It failed and no money was ever at risk. No member of Santander staff was involved in this attempted fraud. We are pleased that we have been able, through the robustness of our systems, to prevent the fraud and help the police gather the evidence they needed to make the arrests.”

The plot was uncovered by Scotland Yard’s central e-crime unit (PCeU).

The Financial Services Compensation Scheme (FSCS) is set to unveil a £3m campaign featuring actor Benedict Cumberbatch.

The actor, who has appeared in Star Trek Into Darkness and BBC’s Sherlock, has voiced two radio ads for the campaign, which is also set to include print and online activity.

The ’Icons of Protection’ campaign comes two years after a £4m FSCS campaign was scrapped for not have ‘the desired effect’ and failing to raise consumer awareness.

FSCS chief executive Mark Neale said that the new campaign would help raise understanding, and rubbished cost issues: “The costs of the campaign are shared across the full range of financial services and do not result in a large bill for any firm.

“Our research shows a lack of understanding and knowledge about the protection that we provide. Our awareness campaign, which includes the latest version of the radio advert, is designed to reassure the majority that their money and savings are safe, and warn those who unwittingly put their money at risk.”

The FSCS has said that the budget for the campaign, which will run until 31 March 2014, equates to less than 0.5 per cent of what the financial services industry spends each year on marketing and advertising.

Maybelline’s ‘Maybe She’s Born With It’ is the most recognisable strapline, CBS Outdoor has revealed from its campaign in celebration of 150 years of advertising on the London Underground.

The campaign, which ran for two weeks and saw 115 posters across 78 stations challenge commuters to guess which notable 150 brands have advertised on the London Underground from both product and strapline based clues, saw only 700 players achieve full marks – one of which has now won a year’s free travel.

Simon Harrington, marketing director of CBS Outdoor UK, said:“150 Brands is a great example of what can be achieved with a highly interactive campaign which includes a strong call-to-action and enables people to share content online with their friends and contemporaries.

“Over 30 per cent of commuters played the game on their mobile devices – many of whom would have taken advantage of free Wi-Fi on the underground to do so there and then; while looking for distraction. This is a powerful showcase for marketers who are seeking a meaningful way of engaging with a hyper-connected target audience. After all, 57 per cent of Londoners have a smartphone. The opportunity to engage on the hoof and spread the message is immense.

"The 150 Brands game provides just an inkling of what can be achieved when you fire up people’s imagination and bring them along for the journey; in this case, the opportunity to involve people in the London Underground’s rich advertising heritage.”

It was discovered that the game reached 99 countries and each player spent an average of 47 minutes on the site.

CBS Outdoor worked in collaboration with creative agency Clinic to execute the campaign.

Top five most recognisable straplines:

Maybe She’s Born With It (Maybelline)

Taste is King (Burger King)

Just Do It (Nike)

It's Finger Lickin' Good (KFC)

I'm lovin' it (McDonald’s)

Oscar Puffin, the ITV regional children's mascot who has been on screen in the Channel Islands since 1963, is set to make his last appearance on TV tomorrow, Sunday 15 August.

The puffin, the last remaining mascot, is set to move online in a move which Karen Rankine, managing director of ITV Channel Television, described as a ‘natural progression’.

She said: "Oscar continues to be a much loved character in our newsroom and he will remain our station mascot at the heart of our service.

"His move online is a natural progression as children's media consumption has changed and more and more youngsters are using computers and tablets to access content."

In a series of tweets, Oscar Puffin described the move as a ‘new beginning’.

NEWS! I'm moving online! But don't forget to tune into the last Puffin's Pla(i)ce this Sunday on Channel TV. http://t.co/6slcWC4pLG

— Oscar Puffin (@OscarPuffin) September 13, 2013

Thanks to everyone for ALL your comments about me going online.Very humbling to an old bird. This is not the end, but a new beginning... :>)

— Oscar Puffin (@OscarPuffin) September 13, 2013

I know some of you still have doubts. But I'll be representing the Channel Islands to a potential audience of 6 billion people! ;>) #online

— Oscar Puffin (@OscarPuffin) September 13, 2013

Twitter activity relating to The X Factor starts in the morning but grows from when the official @TheXFactor account tweets, research from Twitter has found.

Twitter unveiled a video looking at how buzz around the show builds and found – unsurprisingly – that the buzz grows dramatically if a member of One Direction enters the conversation.

Taken from 31 August, the day when the first in the new series of the show aired, it was found that the buzz took on a ‘frenetic pace’ at eight pm, when judges Simon Cowell and Sharon Osbourne began tweeting.

In the video, each blue dot represents original content, while yellow signifies a retweet.

Plans which could see people of ‘modest means’ not have to pay the defendant’s costs if they lose a libel case could have a “chilling effect” on free speech and “open the floodgates” on bringing about cases, a lawyer has warned.

Niri Shan, the head of media law at Taylor Wessing, said: “If there is no cost downside to a claimant bringing a case, then it might open the floodgates. We need to think about this very carefully because the consequences could result in a chilling effect on free speech.

“You might find yourself in a situation where a newspaper thinks it’s got a good case, and the merits of the case would dictate they should defend it, but if they are not able to recover their costs from the other side then they might question whether it is worth it."

This comes as Helen Grant, the Justice Minister, announced she was backing Lord Justice Leveson’s recommendation for “costs protection” in defamation cases, to make it easier for individuals to sue large media organisations.

The move would, however, work both ways, and protect individuals and small media organisations if they were contesting a defamation case brought by a wealthy celebrity.

The government also said the move could lead to lawsuits being settled earlier, as a claimant would lose their protection against paying the other side’s legal costs if they insisted on going to trial after a reasonable offer of damages was made.

Dunelm, having dropped the ‘Mill’ from its branding, is set to launch its first national TV campaign as part of a £3m brand overhaul.

The homewares retailer is set to rebrand all its stores and marketing communications from ‘Dunelm Mill’ to ‘Dunelm’, and introduce ‘There’s no place like Dunelm’ as its new strapline.

Two 30-second TV ads will be tested in the South West, the Midlands and the North, before being rolled out nationally in spring 2014 if successful.

Dunelm chief executive Nick Wharton described the move as ‘an evolution of its branding communications’ to Retail Week, adding: We want to communicate ourselves to a broad audience that our product offer is incredibly strong and the best value for money.”

The company is also set to spend between £4m and £5m overhauling its web presence, as it looks to create a more personalised experience.

The City of London Police has launched a unit dedicated to fighting intellectual property crime and cracking down on copyright theft in the UK.

The BBC reported the launch of the new unit following the arrest of two men who are suspected of importing £40,000 of counterfeit DVDs in Birmingham on Friday 13 September.

According to the BBC, the unit of 19 officers will work alongside international agencies, including the FBI and the Department of Homeland Security in the US, to combat online copyright theft with trained offers working on tip-offs and actively browsing for websites offering illegal downloads and goods.

Sites found to be pushing illegal downloads or goods will see their server host pressured into removing the site, while advertisers will also be targeted.

The Drum revealed in December 2012 that City of London Police had begun working with the UK advertising industry on Operation Tradebridge, to identify and create a list of illegal third-party websites, led by the National Fraud Intelligence Bureau and involving industry bodies such as the British Recorded Music Industry (BPI), the Federation Against Copyright Theft (FACT) and The Publishers Association (PA).

The project has been highly secretive, with the BBC report the first time a mainstream media publication has covered plans by the City of London Police to combat online copyright infringement, with talks understood to be ongoing, with many of the biggest advertising companies operating in the UK to help advertisers and trading desks avoid marketing on illegal sites.

Thornton’s brand and customer director has admitted that the high street chocolatier's brand was “tired” in the same week that it reported a return to profit.

The embattled retail brand this week posted a rise in revenue of 1.8 per cent, reaching £221.1m for figures ending in June of this year, having closed 35 high street stores in a cost cutting drive.

Speaking to The Drum, Hannah Legg, brand and customer director for Thornton’s, said of the company’s rebuilding: “We started out on a journey of revitalising our brand almost two years ago and I think at the time the brand had become a little bit tired and was lacking a little bit of relevancy all year round.

“We are very strong at Christmas and Easter but we also wanted to drive a new business investment around the important gifting opportunities; such as buying someone flowers just to say thank you or sorry, or even just to cheer that someone up with any day gifting… seeing something and thinking you can’t resist buying that for the special someone.”

She continued to explain the initial strategy: “We focussed on allowing our customers to communicate through chocolate. Chocolate isn’t the end game, it’s what they are trying to say through the chocolates. ‘Happy birthday’, ‘thank you’ and more, you’ll soon start to see more emotive side of the brand coming through.”

In releasing the latest figures, the company’s CEO Jonathan Hart, revealed that it planned to offer “ a different and personalised customer experience” having refitted 11 stores to meet its new format as part of its three-year transformation strategy.

The full interview with Legg will run on The Drum website later this week.

Red Bull’s latest advertising campaign, implying that those killed on the ill-fated maiden voyage of the Titanic could have survived had it carried the energy drink, has prompted complaints to the Advertising Standards Authority (ASA).

The animated advert, originally released in Germany at the beginning of this year, has been adapted for a UK audience and prompted around 50 complaints to the ASA for implying that those who died might have survived, citing its claim that Red Bull ’gives you wings’.

The advert features the Captain of the ship ordering a dock yard worker to stop loading a create of Red Bull and replace it with champagne.

On hearing the slogan, the Captain asks “Why on earth would you need wings on a ships?” before the name of the ship is revealed behind the Red Bull crate as he walks away laughing.

The ASA has confirmed that it has received complaints on the campaign for making a joke about the tragedy that cost around 1,500 people their lives, although no investigation has yet begun.

Bookmaker Paddy Power is to team with gay rights charity Stonewall in a bid to battle homophobia in football.

The resulting campaign will see all professional clubs across England and Scotland sent rainbow laces for players to wear to highlight their support for the ‘Right Behind Gay Footballers’ campaign during next weekend’s fixtures.

A social media element will also see fans asked to use the hashtag #RBGF during the build-up to the matches themselves.

A spokesperson for Paddy Power, stated: “We love football but it needs a kick up the arse. In most other areas of life people can be open about their sexuality and it’s time for football to take a stand and show players it doesn’t matter what team they play for. Fans can show they are right behind this by simply tweeting using the #RBGF hashtag whilst all players have to do is lace up this weekend to help set an example in world sport.”

Activity will begin from today (16 September) and will include billboard and newspaper ads, editorial columns and celebrities and footballers targeted through social media for support.

Reed.co.uk has unveiled a new campaign, featuring fictitious superhero Captain Reed, who has the power to change people’s careers.

The campaign, which launched yesterday, has a cameo from Reed.co.uk chairman, James Reed, as an ice-cream man who is transformed into an electro-funk DJ by Captain Reed.

Mark Rhodes, marketing director at Reed.co.uk, said: “TV has worked extremely well for us over the last 12 months, both in terms of driving new users to reed.co.uk and in boosting awareness of our brand amongst those who may be considering a change of job.

“This campaign is all part of our mission to help the world Love Mondays, by matching the right candidates with the right jobs. It also coincides with a re-brand of our website to ensure that the ‘Love Mondays’ message really hits home with potential candidates.”

As well as 10, 30 and 40 second TV commercials, the campaign includes extensive digital programme and VoD.

Mulberry was crowned the most talked about designer ahead of London Fashion Week, with 59 per cent of comments about the brand mentioning its Wedgewood tea cup invites.

Tea time: @Wedgwood_UK miniature cup-and-saucer catwalk invite from @Mulberry_Editor #LFW pic.twitter.com/nlZq9F3poz

— The LFW Daily (@TheLFWDaily) September 11, 2013

The research, carried out by Media Measurement and Salesforce Radian6, discovered that before the event launched on Friday, 11 per cent of all posts shared excitement and pictures of innovative invites.

It was found that Topshop Unique was the second most talked about brand, with conversations fuelled by the brand’s social media team.

Manolo Blahnik was the most talked about of all the designers making their debut appearance at LFW, partially due to his statement that the catwalk would be scented with Jo Malone at a show designed to ‘delight all five senses’.

Designers including Matthew Williamson, Daks, Whistles and Julien McDonald ran competitions to let fans win tickets to their shows, which led to eight per cent of all social conversations mentioning the word ‘competition’.

Howard Nead, former PHD managing partner, has joined IPG Mediabrands as its business development director for G14.

The role will see Nead charged with sourcing client opportunities and driving the Mediabrands news business strategy across high-growth priority markets such as Spain, Russia, Japan, Australia, Brazil, France, India and the UK and Ireland.

Nead said that he had loved his 20-plus years working at PHD, which had been “a huge part” of his life. “The challenge to build and develop the performance of a group of agencies alongside Jim and the management team at IPG Mediabrands represents a fantastic opportunity and I am looking forward to starting that journey with them” he added.

He will be based out of the IPG Mediabrands office in London and will report in to Jim Hytner, CEO of IPG Mediabrands G14.