1. The representation of women in advertising hasn’t improved in a decade
Men are present on screen more than women across all ad categories and the measurements of female representation in commercials have barely improved in a decade.
There are still twice as many male characters as female, while 25% of ads feature men only and just 5% feature only women, and 18% of ads feature only male voice compared to 3% for women.
Source: JWT and the Geena Davis Institute
2. Purpose, not profit, is key to business success
The majority of business leaders believe that a strong corporate purpose, rather than maximising shareholder value, is key to business success.
However, purpose means different things to different companies. A third believe purpose means bringing value to customers, 15% that is involves boosting share price and 11% focus on employees.
40% think its means creating value for multiple stakeholders or offering an aspirational reason for being. But two-thirds are profoundly rethinking this and 52% are moving towards the wider concept of purpose.
3. Demand for marketers on the rise
Marketing vacancies increased by 6.9% in the year ending 31 May, while they were up 12% in the three months.
Branding specialists saw the biggest increase, while ‘professional marketers’ and channel specialists also saw increases, albeit from a low base.
Source: Association of Professional Staffing Companies
4. UK ad spend growth cut
UK advertising will see its eighth successive year of growth in 2017, up 4.1%. However this is a downward revision from the 7% growth predicted in November 2017.
The fall is partly attributed to a decline in TV advertising, with spend now expected to drop by 3%. Digital will also grow more slowly, down from an estimated 15% to 11%.
5. Grocery shoppers looking for digital innovation
Grocery shoppers are increasingly interested in how digital can …read more
Apparently there has been a shift of power from the brand to the customer. We once could dictate how the customer engaged with us, but now there are complex decision journeys and we must reach consumers in the way they want to be reached. It’s all about purpose, engagement, stories, content, likes, interaction, conversation, sharing and what have you.
All fine and dandy. But, let’s get bit a more basic here. Have you ever had to battle to give somebody your money? Ever had to deal with the sort of ‘take it or leave it, this is what you have to do to deal with us, this is the service we condescend to give you’ approach?
Surely the not-so-hidden iron law of marketing is that we should make it easy to spend money with us. Anything that gets in the way of a sale should be avoided. But this piece of common sense appears to have evaded many retailers, banks and petrol stations in particular.
For many brands, marketing is not really about AIDA (awareness, interest, desire and action – for the young people out there). In many cases, it’s FAF: friction, typically followed by anger, and collapsing in frustration.
Friction turns consumers off
Let me tell you about a few experiences I had recently – and see if you think they are in fact, universal experiences.
I went to the bank to get a mortgage. There were lots of positive vibes face-to-face, but then came the inevitable multi-page mega-form, plus more background information than President Trump would require from you to move to the USA.
Forget the fact that I have been with this bank since I was 18. Forget that my salary has been paid into said bank since the first day I …read more
Dollar Shave Club says it has been a “real vote of confidence” to be acquired by Unilever, and insists the FMCG giant lets it “do our thing”.
Speaking to Marketing Week at the Cannes Lions Festival yesterday (21 June), the brand’s executive creative directors Alec Brownstein and Matt Knapp lifted the lid on its inner workings since the takeover in July last year. While both seem happy to have become “part of Unilever’s family”, they add the brand has been “fortunate” to keep its creative independence.
“We’re fortunate enough that Unilever bothers to leave us alone in terms of how they’ve positioned it. We’re obviously doing something right, it’s so good to have that trust coming from them to continue doing what we’ve been doing as we’ve enjoyed some success. They are letting us do our thing,” Knapp said.
“Our hope is to continue to be disruptive, and to do what we do well,” Brownstein added.
The secret to marketing success
Dollar Shave Club is well known for its witty advertising, which looks to make fun of common inconveniences around buying razors, like over-the-top security packaging or pricey products. Its launch video, featuring CEO Mark Dubin, is entitled ‘Our blades are f***ing great’ and has racked up more than 24 million views on YouTube.
Both Brownstein and Knapp come from creative, rather than marketing backgrounds. Brownstein has been with Dollar Shave Club since 2013 but previously worked as a freelance creative director and writer, while Knapp used to work agency side, including at Anomaly and DDB.
Given their backgrounds, it’s not surprise that Dollar Shave Club does most of its creative in-house, with the pair given responsibility for all its ads and copy …read more
Dear younger self,
Somebody asked me to write you this letter, to give you some advice along the way of your early career. I think you are doing great – I mean, you navigated teenage angst, survived the out-of-date educational system and managed your parents’ loving but sometimes amateurish attempts at raising you pretty well.
Now you are here: you’ve got your first job, your first colleagues, still lots of friends, probably wondering what’s to come your way. If you are not wondering, then you wouldn’t read on.
And by the way, even 20 years on, I am still wondering, so don’t think that experienced people know. We don’t know, but our judgement has had more practice.
So in addition to all the things you already do, and do very well, here are some thoughts on what might make the difference for your own life and career. Remember, the race is long and it’s only against yourself. So whilst competing hard every day, don’t compare yourself to other people too much, as it only makes you unhappy. There’s always someone ahead of you and someone behind you. Be gracious to both.
Without further ado, here are my top three tips to you.
1. Find your purpose in life
The toughest question of all to answer is: why are you here, what is your purpose in life? When running through our busy lives we often forget the fundamentals, which is so easy to do as our diaries are always full. I encourage you to take a step back and find some answers sooner. It took being faced with a personal crisis to get round to asking myself this question, and I wish I had done it sooner.
This is also a searching question, where answers will …read more
Police fear Snapchat location update poses privacy risk
A new Snapchat feature that reveals users’ locations has been raised as a concern by police who fear it could be encourage stalking and put vulnerable people at risk.
The feature uses the smartphone’s GPS sensor to show users where their friends are but police forces have warned parents to disable the ‘Snap Maps’ feature on their children’s phones in order to protect them.
Facebook eyes up original content series
Facebook is eyeing a move into scripted TV-style content after having talks with Hollywood studios, according to a report in the Wall Street Journal. It could launch original programming by late summer.
The social network has reportedly agreed to production budgets of $3m per episode, with sources suggest it is hoping to target audiences aged 13 to 34, with a focus on the 17 to 30 range.
Faacebook has apparently already lined up relationship drama ‘Strangers’ and a game show called ‘Last State Standing’.
Holland & Barrett acquired by Russian billionaire
Health food retailer Holland & Barrett has been sold to Russian billionaire Mikhail Fridman’s investment fund L1 Retail for £1.8bn.
The chain, which was sold by private equity owners Carlyle Group, has 1,150 stores with more than half of that number based in the UK. It also operates in China, India, the Netherlands and the UAE.
The sale allows Carlyle Group to make a partial exit from Holland & Barrett owner Nature’s Bounty, which it acquired seven years ago for $3.8bn. It had hoped to sell off the entire business, which also makes and distributes brands including Sundown Naturals, Pure Protein and MET-Rx.
Santander is adopting a new marketing approach inspired by Agile software development, most commonly used in IT as a collaborative way to find solutions, as it looks to boost the efficiency of spend and marketing effectiveness.
The strategy uses ‘sprints’ to constantly evaluate the performance of the advertising with the aim of ensuring the efficiency of creative and media. It means Santander will be adapting and tweaking the campaign on a weekly basis, a much shorter timescale than usually used hence the name sprints, in reaction to how well it performs based on feedback from consumers.
Speaking to Marketing Week, Santander’s CMO Keith Moor says the new approach is an “evolution” for the brand that came about as he learnt more about Agile methodologies. Moor has also visited businesses in Silicon Valley to look at how they work and what Santander can do to make its processes more agile without increasing pressure.
“We are talking about agile with a small a not a capital A. Agile project methodology is largely aligned to IT related projects, so a way of doing faster, better IT development. But the processes you learn from it you can apply to different sectors and parts of the business,” he explains.
“We use Agile a lot for our IT and we want to take the principles of Agile, turn them into a small a and be agile in marketing.”
The industry has, unfortunately, been constructed around things like long booking deadlines or production cycles and that is what we want to change.
Keith Moor, Santander
In practice what this means is that Santander will hold “huddles” every morning to work out the priorities for the day, and not commit creative and spend “so far in advance that you can’t change them”. Moor says while machine learning and programmatic can work in some areas, …read more
Danone is aiming to develop a portfolio of “manifesto brands” that reflect the company’s commitment to deliver a positive food future.
The French diary giant, which spans a stable of brands including Activia yoghurt and Evian mineral water, is using its new One Planet, One Health positioning to communicate the company’s desire to help consumers make healthier choices.
The business is embracing what it sees as a revolution among consumers to reclaim their connection with food, breaking down the barriers to establish what global CEO Emmanuel Faber calls “food sovereignty”.
“When you see that a third of young adults in the UK would not be able to say that there is a connection between bacon and pigs, this is problematic,” Faber tells Marketing Week.
“It’s really about a movement that goes beyond the question of sustainability. What we’re suggesting is a pretty radical new approach to support people in their choice for healthier and more sustainable eating.”
The new brand identity, including a revamped logo, will appear in all Danone corporate communications by the end of 2018, while the rollout across the brand portfolio will be a more gradual process.
“The commitment that we’ve made is that all our brands will be what we call ‘manifesto brands’, which means brands that are characterised by the way they engage with consumers, the positioning, communication, marketing and the product themselves,” Faber explains.
If we’re true to the vision it has to change the way we operate as a company to ensure that our people have more to say about how we manage our business.
Emmanuel Faber, Danone
“Not every brand [across the portfolio] is ready today. We want our brands to earn the right to carry that ambition.”
The positioning is based on a manifesto written by Danone employees over a two-year period. Some 50,000 people from the global workforce connected to …read more
L’Oréal is focusing its digital efforts on voice search, as it admits augmented reality has not “ramped up” as much as it anticipated and that it struggles to measure ROI on some of its digital activity.
The company has been on a journey to accelerate digital transformation over the last five years, after it recognised it needed to do more to keep up. Two years ago it appointed its first chief digital officer for the group, with Lubomira Rochet in charge of leading that shift.
In the UK, the man in charge of its digital operations is Nick Buckley, who started as group digital director almost two years ago. His role includes everything from the company’s social and search strategy to customer relationship management.
Buckley claims the business is certainly “not behind” when it comes to digital innovation, but that it simply wants to do “even better”. “I can’t tell you how much buzz and momentum there is behind digital at large within the company,” he tells Marketing Week.
One area of particular focus is search. While L’Oréal has previously focused on making its brands more visible through natural search, Buckley says it is now excited about the opportunity of voice search. L’Oréal estimates that 20% of total search will be done vocally in the next 18 months.
“It’s about the implications of Amazon’s Alexa and Apple’s Siri and how consumers can learn more about our brands and their stories. We believe there’s an interesting opportunity with Amazon’s Alexa, in terms of how consumers ask questions to it and how it’s different to how they search online. We want to be at the forefront of that,” he explains.
L’Oréal is also keen to partner with the digital giants such as Amazon and eBay to expand its ecommerce offering. Six months ago it launched a store on …read more
The sheer volume of data available today can be a distraction to marketers, according to Microsoft’s corporate vice-president of brand, advertising and research Kathleen Hall.
Speaking to Marketing Week at the Cannes Lions Festival this week, she says it can lead people to think “marketing is about science rather than intuition and creativity”.
In the video above she shares this and other views on leadership and the progress the industry has made in terms of giving women an equal share of voice.
“When I started I was the only woman in the room ever. It’s awesome today to see how much the world has changed positively and how valued we are in the business.”
The post Microsoft’s Kathleen Hall: Marketing should be about simplification and distillation appeared first on Marketing Week.
Samsung on how to bounce back from a crisis
Let’s be honest; shit really hit the fan for Samsung last year. After the scandal of exploding phones and product recalls, its reputation as a phone maker took a serious hit.
Speaking to Marketing Week at Cannes, Samsung’s global head of integrated marketing Pio Schunker admitted the failure of the troublesome Note 7 phone almost stopped it from releasing this year’s Galaxy S8. On reflection, he said that would have been a bad decision.
“While the recall was happening we were building the Galaxy S8. Most other companies would have pulled back and taken softer measures; most companies would have exercised some degree of caution [but we didn’t],” he explained.
“It wasn’t that we were throwing caution to the wind, but we were looking at what was happening in the marketplace with our consumers and knew the time was right to really stress who we are and do that through the product. In order to shine brightly you have to fight against the enemy of complacency.”
Schunker believes the key to bouncing back from such a scandal is to come across as a “human brand”. He argued that because consumers are more emotionally attached to Samsung on a “human level”, they view the brand more favourably and this foundation allowed it to bounce back more quickly. “It builds a cushion,” he advised.
Amazon disrupts yet another industry as it moves into fashion
The bottomless investment kitty at Amazon has struck again, with the ecommerce giant announcing Prime Wardrobe this week.
The service, which works a lot like Trunk Club and will be available to Prime members, allows consumers to order items such as shoes and clothes …read more