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The top 10 'most dangerous' celebrities to search for online - starring Lily Collins, Katy Perry and Britney Spears

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Beware Lily Collins

Actress Lily Collins is the 'most dangerous' celebrity to search for online, according to anti-virus software firm McAfee.

Each year McAfee ranks celebrities in order of danger, based on the likelihood of landing on a malicious website when searching for their name.

Its research claims that searching for the latest Lily Collins pictures and downloads yields more than a 14.5 per cent chance of landing on a website that has tested positive for online threats, such as spyware, adware, spam, phishing, viruses and other malware.

Collins pipped popstar Avril Lavigne and actress Sandra Bullock to the top spot, with Mad Men star John Hamm the only man to make the top 10.

"Today’s consumers often are completely unaware of security risks when searching for celebrity and entertainment news, images and videos online, sacrificing safety for immediacy,” said Paula Greve, director of web security research at McAfee.

“Cybercriminals prey on consumers’ addiction to breaking news and leverage this behavior to lead them to unsafe sites that can severely infect their computers and devices and steal personal data.”

Most dangerous celebrity searches 2013

1. Lily Collins 14.5%
2. Avril Lavigne 12.7%
3. Sandra Bullock 10.8%
4. Kathy Griffin 10.6%
5. Zoe Saldana 10.5%
6. Katy Perry 10.4%
7. Britney Spears 10.1%
8. John Hamm 10.0%
9. Adriana Lima 9.9%
10. Emma Roberts 9.8%

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Commoditisation of search marketing may trigger “sweat shop” mentality, says newly appointed IPA search council chair

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Commoditisation of search marketing may trigger “sweat shop” mentality, says newly appointed IPA search council chair

Search marketing has become “heavily commoditised” which could lead to a “sweat-shop mentality” in search teams if left unchecked, according to the Institute of Practitioners in Advertising's (IPA) new search council chair Paul Mead.

Mead, who is founder and managing director of VCCP Media, replaces former IPA search chair and UK CEO of Aegis Media’s performance arm iProspect Chris Whitelaw.

Speaking to The Drum following his appointment, Mead said his remit will be to tackle major issues in the search marketing sector, many of which are in sync with the wider IPA's "commercial creativity" agenda ushered in under the stewardship of its new president Ian Priest.

This agenda, called 'Alliances, Diversification, Agility, Profit, Talent' (ADAPT), is designed to bring clients and agencies closer together to better understand each other's challenges and needs and therefore improve commercial creativity and evolve the ad industry as a whole.

The value of search marketing is one of the main areas to be misunderstood by the wider marketing community and therefore not assigned appropriate value, and this could have devastating effects on search teams if not rectified, according to Mead.

“There is a trend where paid search (PPC) marketing in particular, and natural (SEO) to a degree, has been heavily commoditised. That has led to this weird scenario where something that is technically demanding is often not valued in terms of the fee line.

“Some are managing paid search at incredibly low percentages, which has knock-on effects. The agency that is running it may have to get by on meagre resources and the team they employ has to be less experienced, and there is less training and development.

“If you get that happening in enough agencies you can get a kind of sweat shop mentality in the search teams – and that’s not good for recruiting new or retaining existing talent,” he said.

Meanwhile Mead will also focus on addressing other pressing matters such as to what extent search has become blurred with other marketing mediums including display and social, and how agencies and clients should adapt.

“The remit of search has widened significantly. It’s like I wrote for The Drum previously – it’s not really search anymore.

"Many in the space are not even using ‘search’ in their job titles – they are using ‘biddable media’ instead. It will be interesting to see how the IPA search group’s agenda evolves too – there is the opportunity to discuss where search starts and stops. Does our group’s remit, when it comes to paid search, end with AdWords, or does it also extend to Facebook ads and other forms of biddable media?

“Organic search too bleeds into so many other areas, and there is an education process still needed there for clients and agencies on how this is changing. If you’re an SEO manager your bosses will now be asking you what your content and social strategy is and how you are liaising with PR – search remits are widening,” he said.

The online ad industry has done itself a disservice by “pigeonholing” specific areas such as “performance”, which is now used to describe all biddable media, according to Mead. “To a degree these pigeon holes we create aren’t helpful. If you run a brand campaign it doesn’t mean that you’re not interested in performance, or use metrics to measure performance,” he added.

This summer Mead wrote a column for The Drum’s search supplement on the death of search engine marketing.

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P&G ‘Fairyconomy’ ad cleared by ASA

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P&G ‘Fairyconomy’ ad cleared by ASA

The ASA has cleared Procter & Gamble’s campaign, created by Grey London, for Fairy washing-up liquid following a complaint from Robert McBride Ltd that it was misleading.

The company challenged whether the claims in a TV, print and digital ad that Fairy lasted twice as long as the next best-selling brand were misleading and could be substantiated.

P&G replied that AC Nielsen volume share data demonstrated that Persil was the next best-selling brand. It said the claim was intended as a mileage claim, not a value claim, and provided copies of the tests.

The ASA said: “Because the ads focused on the mileage of the products, we considered consumers would understand that the comparison was between the longevity of the Fairy product and that of the Persil product. Furthermore, we considered the images made clear that a standard 433 ml bottle of Fairy lasted as long as two standard 500 ml bottles of Persil.”

The ASA ruled that the ad was not misleading.

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Stigma around daily deals and voucher sites has gone, claims LivingSocial's Peter Briffett

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LivingSocial's Peter Briffett

The stigma attached to discount deal and voucher sites "has gone" claims LivingSocial's UK managing director Peter Briffett, as he talks over the evolution of the sector in recent months.

Having headed up the UK team for LivingSocial since its beginning three years ago, Briffett has been asked on many occasions about the reputation the deals industry gained because of the poor service and misselling that major rivals such as Groupon became accused of for a period.

It's an industry that has grown massively. LivingSocial now has over 70 million members around the world, and employs over 4,000 staff across more than 15 counties in five continents. The UK service covers 30 towns and cities, with over four million customers, and more than 16,000 businesses.

In the first half of this year, LivingSocial members made savings of over £40m across the 800,000 vouchers that were purchased, the service claims.

With this in mind, Briffett tells The Drum that as the daily deals sector has become more commonplace and widely accepted; family high street brands have started to look to connect with the audience, which has improved service and the levels of trust that can be invested in the offers now being promoted.

"A lot of the initial customer issues over purchasing has gone, it’s probably much more commonplace," he states. "The fact that you are able to do a lot more redemption on a mobile is important and there is a lot less of a stigma attached to it now. We are absolutely seeing that."

Briffett also admits that there is still some mistrust and poor service out there by some companies, but he believes that both customers and merchants can have more faith in LivingSocial, which is able to offer more data to help prove return on investment, making it a more attractive marketing model.

"With all marketing, unless you can prove ROI it’s difficult for businesses to put big money behind it."

Briffett explains that over the last year, LivingSocial has expanded its model beyond local daily deals to include travel and national product offers, as well as an events platform and entertainment deal, although local deals remain its core offering.

Working with national brands such as Starbucks and Marks & Spencer is also more time consuming for the company, but is proving to be a successful evolutionary step, he continues.

"We've got a lot of data that shows why it works, why customers come back, how much they spend, it actually stacks up from an ROI perspective and all that data has helped us have meaningful conversations with national brands which we couldn’t do when we didn’t have those data points."

In recent months the site has also welcomed sponsorship opportunities from the likes of the Post Office and Mercedes as it has grown in prominence, while a deal with Tesco to integrate its Clubcard rewards scheme has also helped it entice and reward returning custom.

Briffett explains that in the months since it was introduced, LivingSocial has "a clear upward trend in purchase behaviour among registered members," and well it should with a loyalty scheme that has over 16 million members.

"This is a long-term deal for us. It’s quite a fickle industry where generally the best deal or the best content wins. Our partnership with Tesco is really important because it feeds loyalty into our model and it means if you purchase anything through LivingSocial you are able to acquire club card points as a result of that purchase."

He states that the deal allows LivingSocial to offer its customers something none of its rivals are able to - loyalty. "We’ve got a strong offering for consumers, not just in terms of content, but we’ve also given ourselves the ability to build-up loyalty with those customers. We’ve had tens of thousands of people register club cards - it’s proving very successful."

He also reveals that there are other partnership deals on the table that encourages him that there is more to come for the business in the coming months.

As for the evolution of mobile, Briffett claims that engagement levels have "gone through the roof" with mobile purchases having grown to between 20 and 30 per cent (37 per cent in August). Almost half of the company's UK traffic is also delivered through a mobile device. Despite this, he says that he doesn't believe that desktop will die. He also concedes that despite now having 1.6 million fans on Facebook, email continues to be the platform's most powerful marketing tool.

LivingSocial sounds to be in rude health, and as the UK consumer continues to seek out value for money and a bargain, the coming partnership deals and Tesco affiliate partnership are likely to only see its growth continue in the coming years. That's as long as it continues to keep the faith of its customers.

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ITV appoints Google’s Sarah Speake to lead commercial marketing strategy

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Sarah Speake

ITV has today announced the appointment of Google UK and Ireland’s strategic marketing director Sarah Speake as director of commercial marketing and research.

In her new role, which she will begin later this year, Speake will drive the broadcaster’s commercial marketing strategy and activity and will spearhead detailed, value-led research projects.

She said: "I am delighted to be joining ITV at such an exciting time in their transformation, and look forward to working with their exceptional sales and marketing teams to continue building on their rebrand that contributed to their well-deserved Channel of the Year accolade.”

Speake will report to Rufus Radcliffe, ITV’s group marketing and research director, who said: ““This is a key appointment for ITV as we look to consolidate and build upon the advances we’ve made since our successful rebrand earlier this year. Sarah is an exceptional talent and we are thrilled to have attracted such an accomplished, passionate leader to this strategically important role.”

She will also work closely with ITV’s group commercial directors Kelly Williams and Simon Daglish.

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eBay bolsters ad targeting services following Caci tie-up

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eBay bolsters ad targeting services following Caci tie-up

eBay is bolstering the relevancy of its ad targeting following a tie-up with Caci, which will see contextually relevant ads brought to the platform.

The auction site will use Caci’s geo-demographic segmentation tool called Acorn, to let advertisers run more granular ad targeting via the UK eBay site.

The deal will see eBay introduce new levels of targeting for advertisers including demographic and contextual, which targets consumers in real time based on their activity on the eBay homepage, and their checkout and sign-out screens, as well as their keyword, category and item searches.

It will also now offer both short and long-form targeting, with shoppers sent ads that are relevant to the last category they have bid on, bought, searched for or viewed, while they can also be sent ads relevant to their shopping behaviour over the last 180 days.

The Acorn tool, which launched in March, uses anonymous, aggregated public open data sources, which it then splits into six categories comprising 18 groups and 62 different demographic types including non-private households.

Phuong Nguyen, UK head of eBay Advertising said: “This will enable brands to be even more sophisticated in the way they segment and target audiences on eBay in the UK, helping to deliver even more relevant campaigns for consumers and a better return for advertisers.”

eBay users can choose whether they want to receive customised advertising on eBay, and on the sites of its advertisers.

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The Drum Digerati top 10 revealed: Now tell us who should be No.1 and our Dadi Individual of the Year

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The Drum Digerati top 10 revealed: Now tell us who should be No.1 and our Dadi Individual of the Year

Today we can reveal who you have voted as the top 10 talents working in the UK digital industry.

And now it is up to you to decide who takes the number one spot - and earns the special recognition of being named the Dadi Awards Individual of the Year.

Earlier this month, we asked you to tell us who belonged in The Drum Digerati, a definitive list of 100 of the most influential individuals working in digital in the UK. You responded in your droves - casting more than 3,500 votes.

Here we present you with the top 10 in alphabetical order by surname. We would like you to click the box next to the candidate who you believe is the most deserving of topping the Digerati and winning the Dadi award. Voting closes at midnight on Wednesday 25 September, and please note you can only vote once - so use your vote carefully!

The full 100-strong Digerati, as chosen by you, will be published by The Drum in October.

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Catwalk by Tigi unveils SprayCam campaign with Lean Mean Fighting Machine

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Catwalk by Tigi unveils SprayCam campaign with Lean Mean Fighting Machine

Catwalk by Tigi has retained Lean Mean Fighting Machine as its creative and digital agency, with its first campaign for the brand launching during London Fashion Week.

The first campaign for the hairstyling brand by the agency, SprayCam, sees tiny cameras mounted on Catwalk by Tigi hairspray cans, with the depression of the spray pump acting as the trigger for the camera's lens.

The campaign looks to document behind the scenes of the fashion season from the perspective of Tigi's style team.

Steve Parker, head of planning at Lean Mean Fighting Machine said: "It's a pleasure to be working with a client with the creative pedigree of Catwalk by Tigi. We're looking forward to helping them inspire both stylists and their fashion conscious customers.

"Starting with SprayCam, a unique way of bringing to life the craft that goes into the work of the Catwalk by Tigi creative team, we will strive to produce campaigns that cement Tigi's brands as the first choice for salons."

Lean Mean Fighting Machine will manage day-to-day social media presence across channels including Facebook, Instagram and Pinterest.

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Ming Foods unveils new website with Greenwich Design

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Ming Foods unveils new website with Greenwich Design

Ming Foods has unveiled a new website, created by B2B specialists Greenwich Design, which looks to help the company retain and attract clients.

The new-look website for the manufacturer and supplier of quality Chinese pancakes is a significant move away from the brand’s previous functional website.

The website features engaging photography of the products being used in a variety of recipes plus recognisable iconic Chinese imagery, such as woven bamboo.

Sam Duong, CEO of Ming Foods, said: “I have been really impressed with the Greenwich Design package and their ability to pull together a bespoke team of people who, together, were perfect for the job - from creative and technical staff through to copywriters. They inspire total confidence in what they are doing and I’m extremely excited about the launch which is a pivotal moment in our company’s history.”

The new website is part of a wider aim by the brand to create a coordinated and consistent range of assets.

“It has been great to work with such a dynamic and astute local business as Ming Foods, which understands the potential that comes from investing in quality communication assets – and there’s nothing more rewarding than providing a client with an asset that they are proud of and enjoy using,” Simon Wright, managing director at Greenwich Design, added.

The site looks to balance B2B sales information that is relevant to the brand’s core audience – restaurants, take away services and specialist ethnic supermarkets – combined with the softer characteristics of a consumer-facing website.

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LinkedIn members three times as likely to be on the lookout for a new vehicle than general public

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LinkedIn members three times as likely to be on the lookout for a new vehicle than general public

LinkedIn members are more than three times as likely to be in the market for a new car than the general UK population, research from the professional social platform has found.

The research, which surveyed about 1,000 users, discovered that 36 per cent are interested in a new car, compared to just 11 per cent of the general population.

It was also discovered that LinkedIn members are more likely to own a vehicle compared to the general population (89 per cent compared to 73 per cent), with 23 per cent of LinkedIn members owning a luxury car.

The research discovered that UK LinkedIn members are four times as likely as the general UK population to have a company-issued vehicle, with almost two thirds (63 per cent) of these company car owners in the UK choosing their vehicle jointly with their employer, making this is an audience that car brands should target.

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Brass appoints Dave Lambert as creative director

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Brass appoints Dave Lambert as creative director

Brass has today announced the appointment of Dave Lambert as creative director.

Before joining Brass, Lambert worked for six years at Momentum Worldwide, part of the McCann World Group, at which he held the role of creative director.

Brass chief executive, John Morgan, said of the appointment: “Dave has a wealth of experience in building brands across all channels. He is passionate about creating stories that engage with audiences in an emotive way regardless of discipline or platform. Dave’s drive and enthusiasm will ensure that Brass continues to push the boundaries of what is possible for our clients.”

Brass clients include Kellogg’s, Seven Seas, Mission Foods, Quorn and First Milk.

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YouTube announces plans to allow mobile users to watch videos offline

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YouTube announces plans to allow mobile users to watch videos offline

YouTube has revealed plans in a blog for a new mobile feature which will allow users to save ads to watch offline later.

Set to launch in November, the tool will allow people to add videos to their device to watch for a short period when an Internet connection is unavailable.

Announcing the move, YouTube said: “Your fans’ ability to enjoy your videos no longer has to be interrupted by something as commonplace as a morning commute.

“This is part of our ongoing updates to give people more opportunities to enjoy videos and channels on YouTube mobile.”

This comes a month after YouTube updated its iPhone and Android apps.

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Simply Be unveils a series of films for its Autumn/Winter 2013 campaign

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Simply Be unveils a series of films for its Autumn/Winter 2013 campaign

Simply Be has launched a series of new films as part of its Autumn/Winter campaign for the season ahead.

Developed by Maker Projects, a creative content agency, the films focus on new items or innovations to the collection, including shirts, bras for all occasions, autumn work wear, biker jackets and dresses.

Filmed over six days at Photolink studios and on location at Didsbury House Hotel with two models, the ads have looked to retain the brand’s energy and vibrancy while also close the gap between online and television content.

"We thought Maker’s ideas were fresh and brought something new to the table in terms of video assets for Simply Be. The balance of fashion, yet it feeling accessible is most definitely there," said Simply Be, marketing director, Eleni Kettles.

The ads are being hosted on a dedicated YouTube channel.

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Selfridges reinstates suspended shop worker who refused to serve EDL leader Tommy Robinson and friend after Twitter backlash

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Selfridges reinstates suspended shop worker who refused to serve EDL leader Tommy Robinson and friend after Twitter backlash

Selfridges has reinstated a shop assistant who was suspended after refusing to serve EDL leader Tommy Robinson’s friend following a Twitter storm over the incident.

Robinson visited a branch of the clothes shop on Monday with a friend but was refused service from an assistant that Robinson described as “a Muslim” on Twitter. The EDL leader leads the political group’s anti-Islam protests.

Robinson posted a video of the exchange and was promptly compensated by the shop with a free lunch at its Hix restaurant, with champagne included, for him and his friend.

However, the incident sparked outrage on Twitter with many coming to the defence of the shop assistant, who was suspended following the exchange, and who Selfridges said a perfect record in his seven years of work.

The shop said the member of staff would return to work following an investigation, and was quoted in the Evening Standard as saying: “Company policy is everyone is welcome, regardless of what people’s political views are.”

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Kanye West appoints Peter Saville for visual identity, Concept Cupboard asks students if they can do better

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Peter Saville has been appointed by Kanye West

It has been announced that musician Kayne West has appointed Peter Saville to create a brand identity, with Concept Cupboard asking student and graduate creatives to come up with their own ideas.

Saville, who created a limited-edition line of polo shirts for Lacoste to mark the brand’s 80th anniversary, described the arrangement with West as ‘open-ended’, rather than for a logo or any specific work.

Announcing the collaboration at the Global Design Forum in London on Monday, Saville said the arrangement was ‘very casual’.

He added: "We're looking at ways of writing Kanye West, what does 'Kanye' and 'Kanye West' look like written down?"

On the back of this, Concept Cupboard, a London startup, is asking students if they can come up with a better identity as part of a competition.

In July, rapper Jay Z rebranded himself, taking out the hyphen in his name.

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Nintendo adds Deutsch LA to roster of creative agencies

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Nintendo adds Deutsch LA to roster of creative agencies

Nintendo has announced that Interpublic Group’s Deutsch LA has joined its roster of creative agencies.

Scott Moffitt, EVP of sales and marketing at Nintendo, told AdWeek that Deutsch will lead digital and social media marketing across the brand’s video games, as well as helping to create traditional ads.

The agency is also set to work on the e-commerce efforts of Nintendo.

Nintendo considered five agencies as part of the review, which was handled by External View Consulting Group.

Leo Burnett will remain as the chief creative agency for the Nintendo account.

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The Daily Mirror and Sunday Mirror unveil new look and brand campaign

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The Daily Mirror and Sunday Mirror unveil new look and brand campaign

The Daily Mirror and Sunday Mirror is set to unveil a new look this weekend, and has created a brand campaign to help promote the changes.

The #Madeuthink campaign, created by Quiet Storm, will run for six weeks across print, outdoor, TV, digital, mobile and social platforms.

"This is an exciting time for the Mirror across our print and digital platforms,” Simon Fox, Trinity Mirror’s chief executive, said, adding: “The redesign, coupled with our brand campaign - the first for 10 years - will enable us to further build on this momentum."

Lloyd Embley, editor-in-chief of the Mirror, said: “We have invested a lot of time and effort into creating a design which helps to remind readers why we are different from the rest of the tabloid market.

“Together with the brand campaign, we aim to show exactly what sets us apart.”

The redesigned papers will include new fonts and colour palettes.

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Tesco launches multimillion-pound campaign to promote Blinkbox over rivals Lovefilm and Netflix

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Tesco launches multimillion-pound campaign to promote Blinkbox over rivals Lovefilm and Netflix

Tesco has launched a multimillion pound campaign to promote its movie and streaming service Blinkbox, claiming it provides “ten times” more of the latest blockbuster movies than rivals Lovefilm Instant and Netflix.

The campaign kicks off with outdoor, radio and print advertising and includes heavyweight in-store promotion of the service across the supermarket giant’s outlets.

Meanwhile a TV campaign will launch next month, supported by digital and print ads with the strapline “coming sooner”.

The move coincides with the launch of Blinkbox movie and TV gift cards, which go on sale in more than 2,000 stores this month, offering people £5, £10 and £20 credit to spend on Blinkbox.

Tesco is also poised to launch ‘Great Night In’, an in-store campaign to promote Blinkbox in 500 key stores offering movie and TV cards at half-price and discounts on selected snacks, drinks, DVDs, CDs and games.

The in-store activity kicks off next Tuesday (24 September) and runs until 15 October.

Blinkbox chief operating officer Adrian Letts said: “This activity is about playing to our strengths and using the vast network of stores to communicate the significant benefits of Blinkbox over our rivals. With millions of customers walking through Tesco’s doors on a weekly basis, we have a great opportunity to talk to them about the really exciting entertainment that Blinkbox has to offer.

“We have ten times more of the latest blockbuster movies than Netflix and Lovefilm Instant and want to help customers understand the benefits of Blinkbox by adding some colour and theatre in stores. It’s an unprecedented level of in-store commitment to a digital service.

Blinkbox is a pay-per-view (PPV) service, meaning it can operate in a different rights window to Lovefilm and Netflix, both of which are subscription-based services therefore must compete with Sky in a different movie rights window.

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The Sun on Sunday to raise price

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Hike: The price of the Sunday tabloid will rise to 70p

The Sun on Sunday has announced a 10p price rise effective from this weekend, taking the price up to 70p.

The move follows price rises at tabloid rivals the Sunday Mirror and Sunday People but will leave a 40p price difference between the two.

The Sun on Sunday cost 50p when it was launched in February last year to replace the News of the World, which was closed by Rupert Murdoch in 2011 after the phone hacking scandal emerged.

Meanwhile, the Mirror papers are set to unveil a revamped look at the weekend after the Sun on Sunday’s brand refresh last weekend.

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Infographic: Burberry beats Topshop for LFW buzz

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Infographic: Burberry beats Topshop for LFW buzz

Burberry was the biggest brand for London Fashion Week mentions on social media, a stat which might come as a shock to no-one, garnering over 300,000 mentions.

In total, Twitter recorded 180,000 tweets mentioning #LFW, with over 10,000 of these mentioning Burberry.

Burberry built on this buzz by teaming with Apple to use the iPhone 5S to photograph, video and share content building up to, during and after the Monday catwalk show.

This saw Burberry receive a massive lead over British retailer Topshop, who received just 8,130 mentions.

The Sunday show from Topshop included a “Fashion Tweet Off” where users could review the fashion on Twitter and give their verdict, as well as an installation with tweets hanging from a tree.

Natasha Daniels, a Jam account executive and fashion blogger, said: "The peak around Burberry was quite astonishing, with great buzz around their use of iPhone 5S and their row pull.

"Topshop’s use of Chirp generated less conversation than I expected, which is potentially unsurprising as you had to actually be at the event to be part of it, due to the range of the app."



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