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Latest news from The Drum

EBay predicts wellies and waterproof sales surge as festival season nears
Posted on Tuesday May 26, 2015

EBay is predicting a sizeable surge in searches for waterproof wear as music fans get ready for (the probably wet) UK festival season.

A year ago this week, the e-commerce giant recorded, a 40 per cent surge in demand for wellies and almost a quarter increase in those enquiring after ‘waterproof’ products as shoppers look to invest in the goods which will keep them dry.

Furthermore, in the final days before Glastonbury last year, searches for “festival” peaked.

Phuong Nguyen, director of eBay Advertising in the UK, said: “Although brands don’t have huge sporting events such as the World Cup, the Commonwealth Games or the Olympics to use as points of engagement this year, summer 2015 still holds huge potential for smart marketers.

“By tapping into peaks in consumer interest in festivals and using observed insight to react to unpredictable factors such as the weather, brands can stay relevant and offer consumers what they need and what they want this summer.”

Pauline Robson, director of MediaCom Real World Insight, added: "Online advertising allows marketers to target at scale but with great precision, which means that brands can reach the huge audiences that head out to festivals without pigeon-holing by demographic.”

“As a result, they can capture different waves of consumer interest with impactful, engaging formats and get the best possible return on their investment.” 

The firm noted that last minute weather forecasts also greatly affect the volume of 11th hour festival purchases.

'Magazine media must act as a bridge between audience and sector'; report from the PPA Festival Editor's Panel
Posted on Tuesday May 26, 2015

A panel of media experts discussed the changing role of the editor during a panel at last week's PPA Festival, which offered insights and advice on the use of video, the effects that the change in a commercial strategy can have in publication's outlook, engagement strategies and the pressures the role entails.

Presented by Heat editor, Lucie Cave, the panel was made up of Sam Barcroft, founder and chief executive of video producer, Barcroft Media, Chris Hewitt, news editor of Empire, Caroline McGinn, editor and chief of Time Out London, Mimi Turner, marketing director of The LAD Bible publisher, 65twenty. 

Sky 1 gamifies Vine to promote Critical hospital drama
Posted on Tuesday May 26, 2015

Sky 1 has created a number of Vine games to promote new hospital drama ‘Critical’.

Marking the first time the broadcaster has gamified Vine, social media agency Social Life used the platform to highlight characters from the show.

Sky is urging web users to share screenshots of their gaming successes on social channels. The first two engagements are available below.



Tae Mawson, senior digital producer for digital entertainment and marketing at Sky, said: “Engagement of fans has been high – it’s a neat way of tapping into people’s enjoyment of the show and a fun, addictive draw for those who’ve not yet seen Critical . 

“Social media is always a trickier proposition with drama because viewers want to watch events unfold, but it’s still integral and a means of taking watercooler moments to the audience.”

Social Life was appointed to run social media activity for the series mid-season. 

Amazon Prime-style 'smart content' will see brands generate better customer relationships - Critical Mass' Sascha Reeb
Posted on Tuesday May 26, 2015

Brands looking to generate deeper, more engaging relationships with consumers will start to produce more "smart content" in the style of Amazon and Netflix, according to Critical Mass executive creative director Sascha Reeb. 

Speaking to The Drum Reeb said that rather than "sticking their money in a campaign" brands will begin to develop slow burning products or experiences, such as Amazon Prime or Netflix's original programming, that will behave as the "best ad and the best campaign that you can have". 

"There is going to be more and more of this developing smart content that is not necessarily going to work as fast and as furiously as a TV campaign used to work. It's going to be stuff that is going to grow over time and is going to build a bond with customers". 

Speaking about branded experiences Del manning, creative director at Collider said that by nature human beings want to be involved in something and crave to learn from each other - a quality that brands should tap in to if they want to engage consumers. 

"If you can create an experience and a crowd then people are attracted to that and they can engage with a brand," he told The Drum.

"In the past it used to be [brands would] just create an advertising campaign and some digital assets. Now pretty much every brand [is thinking] how are we going to create an experience that customers are going to engage with. I think that’s how brands help their customers love their brand as opposed to just like it."

Watch the full interview above, which also features TMW chief creative officer Gareth James. 


Tango returns to TV screens with spoof advert
Posted on Tuesday May 26, 2015

Tango returned to TV screens this weekend with its first campaign in two years.

Making a splash with a terrible, cheesy 10-second advert during Saturday’s Britain’s Got Talent the initial teaser drove viewers to search #TangoMyLove to find out more about the exceptionally un-tangy advert which showed two animated oranges dancing in a whimsical world of butterflies and blissful music.

Two ad breaks later the advert was revealed to be a joke with a Goggle-box style window into the living room of Tango superfan Rodney Cloomb as he reacted in disgust to the animation, wonder what on earth had become of his beloved brand.

Jo Spencer, director of carbonates at Britvic, said: “Following on from the launch of Tango Blood Orange earlier in the year, we are very excited to be rolling out the new Tango campaign and driving talkability about this fantastic iconic British brand. Our considerable investment in this campaign shows our commitment to supporting Tango and further driving consumer appeal and sales.”

101 founding partner, Phil Rumbol, added: “We wanted to turn Tango into a talking point again by creating advertising as unique as the drink itself. It’s a fantastic opportunity that’s involved a lot of trust on both sides, and there’s a huge amount more to come.”

Matthew Holness, best known for TV comedy Garth Merenghi’s Darkplace, directed the campaign that will roll out over the summer with further TV spots and online content including the #5StagesOfTang and Tango’s very own shopping channel: Smart Deals TV.

Tango superfan Rodney Cloomb is also tweeting – @rodneycloomb – his reactions to the campaign plus quite a bit more besides.

Need to Know – The latest US media & marketing news: Twitter eyes Flipboard, Jony Ive gets promoted & AOL On inks deal with the Guardian
Posted on Tuesday May 26, 2015

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

1. Twitter is allegedly looking to buy magazine-style curation app Flipboard, claims Business Insider. The all-stock deal would value the app at $1bn, with discussions apparently being pushed by the social network's chief financial officer Anthony Noto.

2. A leaked memo from Tim Cook has confirmed that Apple's Sir Jony Ive has been promoted to chief design officer at Apple. Ives, who has been senior vice-president of design for several years, will give up the day-to-day management of the hardware and software design departments, which will free him up for other projects.

3. The Guardian has signed a global video deal with AOL On. The newspaper will provide content, including documentaries, to the YouTube competitor's network of publisher partners. Videos will be distributed across the channel's international network which includes its own sites, such as Huffington Post, as well as third parties including Daily Mirror publisher Trinity Mirror, TalkTalk and Videojug.

4. Charter Communications has finalized its merger agreement with Time Warner Cable, writes the International Business Times. The cable giants have struck a $78.7bn cash-and-stock deal and according to a joint statement Charter will pay $195.71 a share.

5. Uber wants to conquer airports, asserts Time. The ride-sharing service is reportedly brokering deals with airports around the US to allow its drivers to pick up arriving passengers in the same way traditional taxis do.

6. PacSun has upset shoppers with "disrespectful" mannequin, which was pictured sporting a T-shirt emblazoned with a design of an upside down American flag, according to USA today. The Californian retailer was forced to remove the item after customers took to Twitter to complain that the display coincided with Memorial Day.

7. The National Security Agency (NSA) is preparing to shut down its mass surveillance programs, according to Venture Beat. With the legal foundation of the schemes – the Patriot Act – set to expire at the end of the month, a late Senate vote has determined that the NSA is to start making moves to ditch them

8. And Taco Bell is to eliminate artificial colors, flavors and added trans fat to 'simplify' its menu, says AdAge. The fast food chain is following in the footsteps of McDonald's and Kraft by responding to consumer desire for perceived healthy items. The move will affect 95 per cent of the restaurant's menu, but will not impact beverages or co-branded items.

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

Freederm's goose heads off on another adventure in second campaign instalment
Posted on Tuesday May 26, 2015

Freederm has brought back its high flying Freederm goose for another instalment of the brand’s campaign that celebrates the feeling of freedom you get when you’re on top of your spots.

Created by Bray Leino with animation by Th1ng, the spot sees the goose take off on a new adventure which includes swimming with dolphins, diving headlong into an exploding geyser and leaping off a massive ski jump. It’s also possibly the first time a goose has appeared on television riding a horse.

“The response to the first execution was fantastic, and this new episode offers our audience another dose of unbridled viewing pleasure. We love it, and think they will too,” said Freederm brand manager Ian McIver.

Kate Cox, chief executive officer at Bray Leino, added: “This integrated campaign again demonstrates Freederm’s ability to achieve significant cut-through and generate the meaningful youth engagement that so many other healthcare brands strive for.”

The 60-second and 30-second cut down will run across cinema, TV and online pre-rolls with supporting bonus content planned for social media in which viewers can get to know #Goostav, goose-advisor to the stars.

Why fans fell in love with Showtime's Penny Dreadful: interview with VP of Digital Marketing at Showtime Marcelo Guerra
Posted on Tuesday May 26, 2015

Showtime's Penny Dreadful is currently in the midst of its second season. The twisted drama brings together some of literature's favorite characters including Dr. Frankenstein, Dorian Gray and characters from Dracula. The name refers to the type of cheap and suspenful British literature that was published in the 19th centruy.

The show comes from Sam Mendes (who won an Academy Award for directing American Beauty) and John Logan (who won an Academy Award for co-writing Gladiator). Stars include Reeve Carney (who plays Dorian Gray), Timothy Dalton, Eva Green, Josh Hartnett and Helen McCrory. 

One of the main ways it was clear that this show became a hit in season one was through the tremendous outpouring from fans across digital and social. We interviewed Marcelo Guerra, the Vice President of Digital Marketing at Showtime to get an inside look at the network's strategy with the show and how fans fell in love with the characters and storyline. 

Found Remote: What did you do on social for the second season? How was it different than the first?

Marcelo Guerra: The Penny Dreadful season one strategy targeted fans of horror, classic literature and period dramas. Keeping story details under wraps, we focused on the series' pedigree and production value – documented by an on set digital producer – to build initial awareness and excitement.
The series delivered, and the fans fell in love. Penny Dreadful quickly became one of the most engaged fan communities we have. With this highly active fan base, community management remained alive between seasons through a bridge strategy that began at San Diego Comic-Con, included a season one social marathon, and continued to deliver more content from the on-set digital producer.
Our approach going into season two energized core fans –encouraging advocacy around the new plot points and themes – and also drew in new viewers. Shareable content, targeted paid media, and partnerships helped us achieve our goals. For example, we used Vine and Twitter to create a Tarot card reading experience for fans; we had a 100 Days Of Penny Dreadful campaign using Twitter and Storify; and we curated a recap of season one using Victorian themed graphics on Facebook to refresh fans and prep for the new season premiere. In paid media, we executed a character campaign as a launch partner for Instagram's new carousel ad product. And through partnerships with high profile YouTube content creators, we drove over a million views to Penny Dreadful inspired content.
FR: Why do fans love this show? What social platforms are strongest?

MG: Since early in season one, fans have continuously praised the acting, writing, costumes, and cinematography. They often refer to Penny Dreadful as their favorite horror series and reference its innovative take on gothic literature. 
Facebook is the top-performing platform, along with Twitter. The most active fans took on a moniker of their own – The Dreadfuls – and continuously engage the official profile  and each other on Twitter. 
FR: Any big campaigns worth noting for the second season? How did they do?

MG: The YouTube campaign has been particularly noteworthy. The Fine Brothers created an amazing eight minute recap of season one. Make-up artist channel Made Yew Look is releasing a series of videos showing fans how to create the looks of our creatures. And we actually brought Google owned & operated V Sauce 3 to Ireland where they shot a video about immortality from the set of Penny Dreadful. The work produced reflects the voices of each of these artists, producing an organic point of connection between Penny Dreadful and their audiences.
FR: Anything else?

MG: It's such a delight to engage a passionate fan base, so we continually look for new ways to reach out to the Penny Dreadful community across the social landscape. This season we're executing a special Snapchat campaign related to Evelyn Poole's dolls that will entertain our fans.

Penny Dreadful airs on Showtime at 10pm ET/PT and can be viewed on Showtime Anytime and Showtime On-Demand.

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

Ad of the Week: Littlewoods - Beach Huts
Posted on Tuesday May 26, 2015

Looks like the voters in The Drum Creative Department are yearning for some summer sunshine choosing St Luke’s latest for Littlewoods as this week’s Ad of the Week.

Continuing the online department store’s ‘Littlewoods Touch’ creative the spring/summer work sees St Luke’s recreate the perfect family holiday by the seaside.

Sun, sea, sand and beach huts are the order of the day in the 30-second spot which sees a young family and a group of friends – as well as brand ambassador Myleene Klass – head to the coast.

To vote for next week’s Ad of the Week check out the latest Creative Department round-up here.

Agency: St Luke’s
Agency website:
Creative Partner: Julian Vizard
Creatives: Julian Vizard, Mick Brigdale
Additional Credits: Planner: Dan Hulse
Business Lead: Emma Simmons
Account Director: Amarpreet Lall
Agency Producer: Jess Middleton
Media agency: Vizeum
Production Company: St Luke's
Director: Howard Greenhalgh
Production Company Producer: Genevieve Simmers
Editor: Matthew McKinnon
Post-production: Ludo Fealy at 1920
Grade: Duncan Russell at Glassworks
Music: Hold My Hand – Jess Glynn
Audio post-production: Ben Leaves at GCRS

LA Galaxy takes full page local newspaper ad thanking Liverpool FC legend Steven Gerard for signing
Posted on Tuesday May 26, 2015

Major league Soccer side LA Galaxy has taken a full page ad in the Liverpool Echo to thank Liverpool FC legend Steven Gerard for signing.

The Reds skipper will be ending a 17-year spell at Liverpool FC by moving to LA Galaxy in July. However, in an usual move, the US side published a thank you to Gerard in his local paper.

The ad celebrates Gerard’s Champions League win in Istanbul a decade ago, reading: “Ten years ago today, on one night in Istanbul, a leader became a legend.

"For the last 17 years, Liverpool has backed its loyal captain. To a club that set the example, from a city honored to carry that legacy, Thank You."

Gerard played his final game for Liverpool on Saturday in a disappointing 6-1 defeat to Stoke.