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Latest news from The Drum

Snapchat makes it easier to view content with ‘tap to view’ roll-out
Posted on Wednesday July 01, 2015

Snapchat has altered the on screen prompt required to view videos on the app, making it easier to consume long-form content.

Where previously the app required users to hold their fingers down on the screen, now they need only tap it to play the video.

As a result of the latest update, users will no longer have to press down to view content such as that created by brands and publishers on the Discover platform which features exclusive material from the likes of the Daily Mail, Comedy Central and the Food Network.

Also added was a new feature which enables users to find local Snapchat users and send them Snaps, as the app opens up to aid friend discovery on the network.

And finally, the firm also introduced two-factor authentication to help secure accounts against would-be hackers.

Last month, Snapchat announced that it will be partnering with WPP and Daily Mail to create of Truffle Pig, a content marketing business.

Facebook tweaks logo design
Posted on Wednesday July 01, 2015

Facebook has made a subtle tweak to its logo design and introduced a new wordmark featuring a single-story letter 'a'. 

Announced yesterday and designed in-house, the new logo also features rounder shaped 'o's and and a rounder 'e', while the 'b' has a more traditional stem. 

The social media giant's iconic F remains the same. 

Facebook product designer Christopher Tauziet took to Twitter to announce the new logo. 

The original logo was designed in 2005 when Facebook launched by Joe Kral and Cuban Council. 

 

Sky to put the brakes on eight year British Cycling partnership
Posted on Wednesday July 01, 2015

Sky and British Cycling are to end their eight year broadcast partnership in 2016.

As a result British Cycling will be on the hunt for a new partner from 2017, after the amicable split.

British Cycling, chief executive Ian Drake, said: “British Cycling and Sky will remain firm friends and part with great mutual affection, having achieved amazing things together.

“Sky gave British Cycling the platform from which to communicate the best of the sport and, through British Cycling, Sky has delivered lasting and positive change.

Jeremy Darroch, Sky Group chief executive, added: “This is a lasting legacy and we will give everything to make the final 18 months of our relationship just as successful.

“Our long-term commitment to cycling continues and we will work with British Cycling to identify a new partner who can help bring even more success in the future.”

Team Sky will continue to operate in British Cycling competitions despite the split.

TBWA names Ogilvy & Mather’s Chris Garbutt as global creative president
Posted on Wednesday July 01, 2015

Chris Garbutt is leaving his role as chief creative officer at Ogilvy & Mather New York to join TBWA Worldwide as global creative president.

Aside from serving as global creative president where he will be tasked with overseeing creative direction for the agency’s global accounts including McDonald’s and Adidas, he will also lead TBWA’s New York office as its chief creative officer.

His appointment comes on the heels of other executive creative hires at the agency. TBWA hired Nils Andersson to oversee creative in Greater China earlier this year, while last year it named Gary McCreadie and Wesley Hawes as executive creative directors for its Sydney office.

Garbutt began his career at TBWA\Hunt\Lascaris in South Africa before joining TBWA\Paris, where he served as executive creative director and produced work for brands including Absolut and Pedigree.

Of his appointment, Garbutt said: "TBWA is an iconic brand, and the best work they do always sets the bar for others to follow. Today, brands need disruptive, world changing and transformative ideas more than ever. I believe with the talent and commitment of the teams across the global network, we can truly achieve greatness for our clients.”

He will report to TBWA Worldwide CEO Troy Ruhanen and worldwide creative director John Hunt. He will also work closely with newly-appointed New York CEO Rob Schwartz.

Sony launches crowdfunding platform for internal projects
Posted on Wednesday July 01, 2015

Sony has launched a new crowdfunding platform called First Light designed to fund internal projects developed by its employees and promote new business ideas as it attempts to regain profitability.

First Light will allow Sony employees to work on projects which might not otherwise fit with the current focus of the business while giving public backers the opportunity to directly buy and pre-order new devices created through the project.

Currently only running in Japan, the initiative is part of Sony’s Seed Acceleration Program which aims to facilitate the kind of innovation that saw the company lead the way in the consumer electronics market in the 1980s.

Sony said in a press release that First Light will help promote new business concepts and bring them to market quickly if they prove to be popular enough. The venture will also give the Japanese electronics giant an indication for what early adopters want to buy without the company having to take a financial risk by fully committing to and developing a full retail-ready version.

Three projects are already on sale as a result of the crowdfunding campaign. The first is the FES E-Ink watch which has a fully customisable strap and minimalist design.

Another project which will see the light of day is the MESH wireless tag which can be used to control smart home functions. The final product currently available as a result of First Light is HUIS home remote control which can be customised using a PC to then replace any remote existing remote control.

Sony has suffered year-on-year loses over the past seven years, posting a $1.05bn loss in the financial year ending March 2015. This led to Sony CEO Kazuo Hirai announcing that Sony would no longer pursue business in areas such as smartphones where it’s has suffered competition from cheaper Asian rivals. Instead it would direct its focus on more profitable areas such as camera sensors, videogames and entertainment.

Nike unleashes real speed with star-studded ‘So Fast’ campaign ft Rafael Nadal, Serena Williams & Wayne Rooney
Posted on Wednesday July 01, 2015

Nike has unveiled a new ad campaign featuring the world’s best sports stars showcasing how the apparel firm's running shoes gives athletes the edge in the field.

Joining Nike's ‘So Fast’ team is Rafael Nadal, Serena Williams, Wayne Rooney, Mo Farah, Kobe Bryant, Katarina Johnson-Thompson, Michael Johnson, Shelly Ann Fraser Pryce, Richard Sherman, Allyson Felix, Dion Phaneuf, Shane O'Neill, Marlen Esparaza, Marcus Mariota and Odell Beckam Jr.

They have come together to promote the Nike Air Zoom Elite 8 as the world’s fastest running shoe.

Directed by Neal Brennan, co-creator of the Chappelle Show, the 90-second ad also features cameos from David Blaine and the Road Runner.

On the campaign, Shelly-Ann Fraser-Pryce, the world’s fastest woman, said: “Everything about my training is speed. Even if I'm running 300-meter repeats in training, or if I’m weightlifting, I'm thinking about speed.

“I try to do everything very fast because the quicker you can be in your training, the better it is for you as a runner.”

In addition to the new push which will boast a wide appeal with its many sports stars, Nike is also looking to better monetise its social streams to bridge the gap between media and commerce.

Donald Trump files $500m lawsuit against Univision
Posted on Wednesday July 01, 2015

Donald Trump is suing Univision for $500m after the network announced that it will not air the upcoming Miss USA pageant, which Trump partly owns, because of the offensive remarks he made towards Mexican immigrants during his presidential candidacy speech last month.

The presidential hopeful and real estate mogul filed the lawsuit in the New York State Supreme Court. He is accusing Univision of violating its contract by not broadcasting the upcoming pageant.

According to Trump, Univision is required to broadcast Miss USA live on television in Spanish on 12 July.

In a statement, Trump said: “Nothing that I stated was different from what I have been saying for many years. I want strong borders, and I do not support or condone illegal immigration. There is a high level of crime occurring in this country due to unchecked illegal immigration.”

Earlier this week, NBC officially cut its ties with Trump because of his comments towards Mexican immigrants. The network will no longer air or partner with Trump on the Miss Universe Organization pageants and he will not return to host his long-running show, ‘Celebrity Apprentice.’

Rémy Martin to release NFC enabled bottle in China
Posted on Wednesday July 01, 2015

Rémy Martin is set to release a bottle containing high security NFC technology in China this autumn, which the spirit brand is claiming is the first in the market. 

Using technology developed by Selenko, the Rémy Martin Club connected bottle will be accessible via a dedicated smartphone app to allow consumers immediate interaction with their purchase. The high-security NFC chip, combined with asymmetric encryption, detects the opening of the bottle and remains active thereafter.

By tapping the top of the bottle, the Rémy Martin app will instantly show if the bottle is genuine and sealed, or if it has been resealed. Once the consumer opens his or her bottle, the NFC integrated tag will emit a different signal, indicating the change from “sealed” to “opened”.

Drinkers can also earn points towards the Rémy Martin engagement program when tapping the bottle again. The technology provides the same level of security found in electronic passports or bankcards.

Augustin Depardon, Rémy Martin's executive director, said the bottle will provide "exciting" opportunities for the brand to forge direct relationships with its consumers. 

“Not only does the Rémy Martin Club connected bottle guarantee the authenticity of the product, but also, and this is the exciting innovation, it allows us to communicate directly with our consumers who like and use our products. Rewards, events, special offers: our communication can now be completely aligned with our clients’ preferences for an optimal relevancy.” 

The bottle will initially be available at a handful of Chinese nightclubs and will then be scaled up market wide. The app is available to download on Android smartphones. 

In February Diageo created a prototype Johnnie Walker Blue Label smart bottle, which used printed sensor tags detect both the sealed and opened state of each bottle.

Master baiters: The rise (and fall?) of click baiting
Posted on Wednesday July 01, 2015

It's been dubbed the '21st century headline'. Our online news feeds are littered with it. Even the Independent is doing it. That’s right, I’m talking about clickbait.

Following on from prolific 'baiters' like the Mail Online, Upworthy and other, less reputable, publications, the Independent has brought its clickbaiting A-game of late as it tries to gain traction in an increasingly competitive digital environment.

In the unlikely case you don't have a clue what click baiting is, it's basically a term to describe all those open ended, ‘you’ll never guess what happened’ headlines you see on your social media timelines.

If, like me, you have been clicking to find out the answer behind Kim Jong-un’s weight gain or what exactly JK Rowling said about Draco Malfoy that would make me feel really old, you too have been pulled in by clickbait, don’t be ashamed, it gets to the best of us.

It uses sensationalist words and frequently deceptive statements, crafted to make you desperate to know more. It compels you to click and subsequently makes you feel a little bit dirty (and more than often, disappointed) once you have.

Clickbait has obvious advantages for publishers: more traffic to your site or content, leading to more advertising revenue and better SEO. But marketers need to consider the negative consequences of attracting readers with bait.

While baiters may see a bump in traffic now, this is unlikely to last in the long term. More and more people now consume their news via social platforms, most notably Facebook. Last year, Facebook came out against the clickbaiters, stating it didn’t want its users to suffer at the hands of spammy stories that "drown out content from friends and pages that people really care about".

According to Facebook, 80 per cent of its users say they prefer headlines that help them decide whether an article is worth reading and as such, the platform’s algorithm penalises the headlines that don’t. This is particularly relevant now that Facebook hosts native video content; a lot of clickbait directs users to videos, something Facebook would much rather its users watch in their News Feeds.

Larger publishers like the Indy will suffer less from Facebook clickbait penalisation than its smaller counterparts. The real hit for the publication will come from loss of credibility; to me, some of the baits feel like the publishing equivalent of David Cameron’s “Call me Dave”. It’s unnatural  –  not expected from a quality newspaper.

Publishers’ reputations are built on their integrity and clickbaiting has long been associated with the way into poor content. The Independent may be doing itself some favours in web traffic numbers right now, but in the long term, is its aim really to become the next Mail Online or Upworthy? I know there’s an argument for ‘adapt or die’, but surely not if you have to lose your identity along the way.

And, from a purely observational point of view, it seems like those bemoaning the baiting by far outweigh the occasional fan sharing one of ‘those’ links. The existence of publications like ClickHole confirms the growing awareness of the tactics, if nothing else.

For now, the Independent continues to try to draw readers towards its ‘snackable’ online content, whilst users try and stop themselves from clicking, and subsequently sigh with disappointment after watching a video they’ve seen already on one of their social channels.

Putting personal opinion aside, I wait with ‘baited’ breath to discover whether this change in tactic will prove to be a master stroke by the Independent, following in the Mail Online’s footsteps by appealing to a non-traditional audience or finding itself alienating just about everyone.

Alex Cole is an account director at We Are Social 

CNN looks to tempt luxury advertisers as CNN Style portal launches
Posted on Wednesday July 01, 2015

CNN is hoping to snare a stream of luxury advertisers with the launch of a dedicated Style portal which went live today (1 July). 

CNN Style will span international and US digital editions of CNN.com, CNN Arabic and CNN en Espanol and will target CNN's traditionally upscale audience, which includes 40 per cent of luxury consumers across Europe according to recent Ipsos research. 

Content will run across the worlds of fashion, design, architecture, art, autos and luxury and will be headed by newly appointed CNN Style editor George Webster alongside Fiona Sinclair Scott from Vice Media. 

Andrew Demaria, vice president and managing editor, CNN Digital called CNN Style an "essential destination" for all facets of style.

“This is a cosmopolitan home for a broad range of content – whether it’s exclusive insight into the mind of a visionary from the arts, architecture or design worlds, an interactive on the must-have luxury watch or behind-the-scenes videos from the biggest fashion shows," he said. 

Throughout July, CNN Style will be guest edited by Polish-American architect Daniel Libeskind. As guest editor, Libeskind has commissioned a series of pieces about architecture to be published during July, given an exclusive video interview to CNN Style and written about the interplay of architecture and emotion.   

CNN has already worked to build up its portfolio of luxury advertisers; Cartier currently sponsors the media compay's CNN Ones to Watch series and last year Gucci sponsored its Elite Escapes themed week.