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Latest news from The Drum

US Creative Department: Featuring Cossette Chicago, BBDO New York, Y&R Sao Paulo and more
Posted on Wednesday May 27, 2015

Welcome to US Creative Department.

Each week this section will aim to showcase the latest creative work to come out of not only the US but Canada, Mexico, and South America as well.

It will give you, the reader, the chance to decide what is best.

You can vote for the work you like best simply by clicking the 'Like' button under the work. The winner will be named The Drum's 'Ad of the Week' and will be in the running to be named 'US Readers' Favourite' in our printed magazine, which is published every fortnight.

Submit your vote before Wednesday June 3 to guarantee your vote has been counted.

To submit work for future publication contact minda.smiley@thedrum.com or nesh.pillay@thedrum.com. For voting updates and more follow The Drum Creative Showcase on Twitter @TheDrumCreative and subscribe to the US daily newsletter here

An inside look at CBS All Access and the network's efforts to reach 'cord-nevers'
Posted on Wednesday May 27, 2015

CBS All Access, the network's OTT platform that costs $5.99 per month launched last October. The past year has been a major turning point in the industry as media companies that had previously been terrified of offering services that might compete with their cable deals have realized what they need to do to reach yonger generations. 

In their Q1 earning report earlier this month President and CEO Les Moonves said that All Access is "exceeding expectations" and that "we have already expanded CBS All Access to more than half of the country, and we expect it to be offered to 75% of all households by year's end." Executive Chairman Sumner Redstone (who turns 92 today), added that he is, "cconfident they have the strategy to keep CBS at the top of its game for many years to come," referring to Moonves and the company.

We interviewed Marc DeBevoise, EVP and GM of CBS Digital Media at CBS Interactive about the importance of the platform, the technology they used to build it and how All Access is for their superfans and the "cord-nevers" out there (consumers who have never had a cable subscription).

Found Remote: Who built CBS All Access and how's it been going?
Marc DeBevoise: CBS Interactive developed the All Access product over the course of 2014, from the core video and subscription products we’ve developed in the past. We also incorporated a technology partner, Syncback – whom we invested in a few years back – to enable live streaming of the local feed out of each station into our product. Obviously our solution is not completely internal but also incorporates partners for various parts of subscription management, video and ad delivery. Some of those partners include Akamai, DoubleClick, thePlatform, Recurly, etc.

We're very happy with the early success of CBS All Access and we've been continuing to expand it to new platforms and bring more affiliate station partners on board. We recently announced Roku and Chromecast device launches, as well as the addition of more markets, which will bring the live portion of the service to nearly 100 markets and 64% of the U.S.

FR: Why is an OTT platform important to CBS?
MD: At a high level, our strategy in launching CBS All Access was two-fold. First, to delivery our best fans access to the most CBS content we could on any device at any time – really delivering a service for our “superfans”. Additionally this service enables us to reach “cord-nevers” that want to watch CBS content but don’t have a traditional cable package –a significant audience, with industry estimates ranging from 6.5 to 16M households.

FR: How has it been promoted on social?
MD: We’ve tapped into the huge social audience of 250M+ followers CBS has collectively, including over 60 show fan pages on Facebook to promote CBS All Access. We’ve done a lot of organic promotion through show-by-show messaging timed with user tune in behavior and supported it with paid amplification.

FR: What platforms is All Access on? Which platform is most popular?
MD: CBS All Access is available online at CBS.com, on smartphones and tablets through the CBS App for iOS and Android and we recently launched on Roku and Chromecast. 

We’ve seen great usage across all platforms. In fact, subscribers are watching 2X the amount of content compared to regular CBS.com/CBS App users.

FR: What has CBS learned about non-linear since launching?
MD: We’ve learned a lot about both linear and non-linear, since both are included in our service. Most importantly though that the evolution of TV can and will involve all screens. If it can be viewed, measured and monetized CBS is committed to being there. Consumer behavior shows that television is still the first-screen and online and mobile continue to grow as alternative viewing methods, especially serving the purpose of catch-up viewing. However, more than 70% of TV viewing is still live, and we’re committed to that window across platforms, especially for event-style content, which is why we included live linear TV in CBS All Access.

FR: Do you think one day CBS will make more $$ from OTT instead of linear?
MD: We don’t view this service as a replacement for linear TV or a cable package. It’s just a way for us to give our fans more CBS and those that don’t get us a way to get us. We expect that CBS All Access will be additive to CBS’s overall business and TV ratings.

You can access the Found Remote hub here. Sign up to receive The Drum's Daily US newsletter. 

Smirnoff looks to increase shelf stand out with packaging refresh
Posted on Wednesday May 27, 2015

Smirnoff Vodka has enhanced and redesigned the packaging of its No.21 bottle in a bid to increase on-shelf standout and deliver a more premium and modern experience for its customers.

The updated look and feel of the brand’s flagship product, which aims to be clear and impactful whilst respecting its heritage, will be reflected across point of sale and promotional materials as well.

The bottle itself sees the Smirnoff eyebrow increased to become the most prominent feature with a new label adding texture and a more contemporary feel. A new footer label features the Smirnoff shield, crown and signature to emphasise the heritage of the brand.

Julie Bramham, marketing director for Smirnoff Western Europe, said the refresh was "borne from a desire to reflect some of our amazing 151 year history, whilst also wanting to nod to the contemporary spirit and vibrancy of our drinkers".

A £4.5m brand campaign ‘We’re Open’ is planned across Western Europe this summer to support the redesign and increase brand recognition. A playfully provocative out-of-home featuring the new look bottle will run across the UK and Ireland through May and June with selected media partnerships.

The Welsh bus company behind the reviled 'ride me all day for £3' ads hits back with new message
Posted on Wednesday May 27, 2015

New Adventure Travel (NAT), the Welsh bus company which received flak from social media users for its "sexist" and inappropriately raunchy ‘ride me all day for £3’ ads has referenced the campaign in its new tongue-in-cheek bus ads.

After the oddly sexualised images of both males and females offered an all-day ride for £3, sparking accusations of sexism in May, the company has referenced the botched campaign.

After the Advertising Standards Authority (ASA) received a total of 45 complaints, resulting in the ads' immediate removal, NAT now has a passive aggressive message for commuters (pictured):

“For anyone in the world that missed it, it’s £3 to ride this bus all day!”

Kevyn Jones, NAT managing director, told Wales Online: “We have moved on and have made light of it in the best way we can.”

Here's the original ad and a link to the story in case you missed it.

 

Veteran Sainsbury’s marketer jumps ship for Mecca Bingo
Posted on Wednesday May 27, 2015

Anna Shirley, currently head of customer experience at Sainsbury’s, has left the retailer to join Mecca Bingo as marketing director.

Shirley has spent the past 13 years at Sainsbury’s, where she has served as head of national advertising, head of own-brand marketing, head of local marketing and for the past two and a half years, head of customer experience.

“I am delighted to be working with Mecca as marketing director. It’s a fantastic business and the company has great plans for its future. I’m looking forward to joining a great team,” she said.

Joining 3 August 2015, her remit covers overall marketing responsibility for digital and retail.

Martin Pugh, managing director at Mecca Bingo, said her “wealth of retail marketing experience” will add momentum to business’ growth over the last year.

Sainsbury’s recently axed 500 head office roles at its store support offices in Manchester, London and Coventry as part of a £500m cost-saving drive to streamline operations.

A further 800 in-store jobs were cut across the UK last month across some its largest underperforming stores. 

Need to Know – The latest US media & marketing news: Apple ranked world's most valuable brand, Snapchat boasts 100m users & Google's $20m disability tech fund
Posted on Wednesday May 27, 2015

Morning all, here’s a glimpse at all the media and marketing news you should know today.

1. Snapchat now boasts 100m daily active users, according to company chief executive Evan Spiegel. Business Insider notes that the app's userbase is a tenth the size of Facebook's but records almost half of the social network's video views.

2. The next season of America's Got Talent will be sponsored by Dunkin' Donuts. Adage reports, as per the agreement the brand's products will feature on the judges' table to tempt viewers.

3. Google has invested $20m in tech initiatives for disabled people. NBC reports that the Google Impact Challenge: Disabilities program will aid non-profits developing assistive technologies, starting off with a $600,000 grant to the Enable Community Foundation and a $500,000 award to World Wide Hearing.

4. EBay has altered its promoted listing service to only charge sellers when the slot leads to a sale. MediaPost reports that the change focuses on mobile and a cost-per-sale (CPS) business model. 

5. Re/code has been snapped up by Vox Media in a move which will bring the site closer to former rival publication, the Verge. A release from Vox Media asserts that the editorial structure of each team will be unchanged although there will be infrequent collaboration projects.

6. Apple has pipped Google to the post to become the world's most valuable brand, according to WPP and Millward Brown's annual Brandz rankings. Business Insider reports that tech brands dominate the top ten and even represent a third of the value in the global top 100.

7. Facebook is piloting a new scheme which implements top critic reviews when users search for restaurants on-site. Mashable notes that publications included are the New York Magazine, Bon Appétit, the San Francisco Chronicle, Condé Nast Traveler and Eater.

8. A Rhode Island health report has blamed dating apps such as Tinder for a rise in STD outbreaks, according to the HuffPost. The study blamed "high-risk behaviors include using social media to arrange casual and often anonymous sexual encounters."

Stay in the media and marketing news loop at thedrum.com and to receive The Drum's US Daily Newsletter sign up here.

Tesco trials mobile couponing with Weve to boost awareness of concept store
Posted on Wednesday May 27, 2015

Tesco has partnered with O2-owned Weve on a mobile couponing initiative in a bid to raise awareness of its new concept stores in London.

The supermarket has a longstanding partnership with Weve, having first worked with the joint venture last year when it still housed EE and Vodafone. The retailer was Weve’s first beta partner for a display ad targeting service which saw it run campaigns across the combined opt-in customer base of the three mobile network shareholders, which at the time totalled 22 million. Since then O2 has bought out EE and Vodafone's shares in Weve and expanded its audience by 20 million. 

The latest phase – which ran with all three partners – was tied into a new concept Tesco store in London where mobile couponing was used to create awareness and drive footfall to the store.

Before the trial went live, Weve set a habitual location geo fence, creating a bespoke segment for Tesco comprising consumers who passed by the Villiers Street store or travelled in and out of Embankment Station at least six times over a two-week period.

In addition, Weve also created a real-time location geo-fence around the store to engage with consumers over the age of 18 passing through the vicinity from Weve’s zone one commuter segment. 

The habitual and live geo-location was then harnessed to create messages which were pushed out over a two-week period. Weve was able to differentiate between the different audiences to ensure that consumers were only messaged once.

Consumers were sent a message which when clicked on, brought up a unique mobile coupon barcode giving £1 off a £3 shop on food to go. The mobile coupon was then swiped though a new scanning system the company is rolling out in all of its stores during 2015.

Shelly Chotai, FMCG partnership manager at Weve said: “Tesco understands that mobile can and should be part of the shopping experience in ways that can directly benefit the consumer and give them a greater understanding of vouchering and couponing process. 

“This initiative between Weve and Tesco, tests a whole number of interesting ideas from habitual and live location, unique mobile couponing that can only be redeemed once, to the creation of bespoke audiences to drive footfall into a whole new range of stores that are different in their concept and ideas.” 

Tesco and Weve will be reviewing the results and working and developing the next phase. 

Tess Alps: Online advertising must learn how to make us feel not just do
Posted on Wednesday May 27, 2015

The online advertising industry’s myopic focus on changing the way people behave, rather than the way they feel, is one of the biggest challenges it faces in attracting a higher share of brand budget, according to Thinkbox chair Tess Alps.

Alps, with a media career spanning almost four decades, is one of commercial televisions most influential figures. Credited with reinvigorating TV trade body Thinkbox since joining in 2006, she became chair in 2013.

In the latest episode in a series of video interviews entitled Quantcast Sessions, launched by Quantcast in association with The Drum, she discusses some of the hurdles the online ad industry still has to overcome and the lessons it can learn from TV advertising.

While recognising the hugely positive impact the internet has had on TV, especially the improved consumer experience from interactivity enabled by the likes of Twitter, she does believe online advertising needs to change.

“One of the biggest things we’ve learnt in TV is that advertising has to be liked. We’ve always known we’re intruding, so we better be bloody well entertaining when we do it,” she says.

The lack of water cooler online advertising, spots that are as fondly, or infuriatingly, discussed as the TV programmes they appear in, has long been cited as a failing of online advertising.

Ask most people for their favourite online ad and they’ll struggle for an answer. Ask for their favourite TV ad and their face will often light up as they instantly mention their current favourite.

Alps believes that trying to achieve this warmth and likeability is something the current online ad industry is currently failing to do. Instead, the frantic focus on getting people to do – to click – rather than to feel, is leading to the bad habits that can dog online advertising.

“The way people are paid leads to bad practices, a cynical rather than a creative use of the medium,” she says. “We need to increase our measurement of the brand effect of online advertising and then likeability, warmth and emotion will follow.”

Blinds brand Hillarys launches DRTV ad campaign with Refinery
Posted on Wednesday May 27, 2015

The UK’s largest made-to-measure blinds brand Hillarys has launched a new series of DRTV commercials to promote its range of blinds, curtains and shutters. 

The campaign broke last weekend with spots running on national daytime TV and digital channels in the UK and Ireland.

The adverts were created by Manchester based brand communications agency Refinery in partnership with production company The Gate.  

Refinery director Philip Armitage said: “The new TV ads introduce a lifestyle element into Hillarys’ highly response-oriented advertising. Working alongside The Gate, we shot a series of nine commercials with a family theme, which will run for the next year. The first ads feature Hillarys’ half price sale message.”

Media planning is being handled by Mediacom Manchester.

Vodafone crowned UK’s most valuable brand in Brandz list
Posted on Wednesday May 27, 2015

Mobile network Vodafone has been named the UK’s most valuable brand, experiencing a six per cent increase upon last year’s Brandz report.

WPP brand consultancies, the Partners and Lambie-Nairn, with research agency Millward Brown, released the findings in its Brandz report, which draws data from a decade of valuations and the opinions of three million consumers globally.

Following Vodafone in the UK was HSBC, Shell, BT and BP.

On the world stage however Apple retained the top spot, followed by Google, Microsoft, IBM and Visa.

Over the last year, technology was the fastest growing brand category, up 24 per cent in the last year. Furthermore the tech firms in the top 100 represented a third of the value in the rankings.

Amanda Phillips, UK head of marketing at Millward Brown, said: “The key to success for winning brands is to define themselves though innovation, differentiation and purpose. When that is combined with a clear purpose centred on consumer need, as in the case of Apple, it becomes possible to expand their reach and translate that into clear business results.

“Even when faced with structural re-adjustment, it is possible to build brand value and a tighter connection with consumers as evidenced by the success of BT, which has come up with solutions that create meaningful difference for consumers.”

Jim Prior, chief executive of the Partners and Lambie-Nairn, added: “The data from the study enables brand owners to prioritise, plan and manage their brand building efforts more effectively, drive superior value into their brands and significantly enhance ROI.”

Check out the full UK and worldwide top tens below.

UK

1.Vodafone

2. HSBC

3. Shell

4. BT

5. BP

6. Tesco

7. Barclays

8. Standard Chartered

9. Next

10. Burberry

 

Worldwide

1      Apple

2      Google

3      Microsoft

4      IBM

5      Visa

6      AT&T

7      Verizon

8      Coca-Cola

9      McDonald’s

10    Marlboro