News http://www.rechang.site/opinion/all/rss.xml en Karen James promoted to commercial director at Chief Productions http://www.rechang.site/news/2020/07/20/karen-james-promoted-commercial-director-chief-productions <p>After a six-month sabbatical Chief Productions’ Karen James, previously sales and marketing director has returned as commercial director, signaling a genuine commitment to client service at the MediaCity based film production company.</p> <p>She said: “I’m delighted to be back at Chief with a new challenge. As some of my network will be aware, I continued to work throughout a year of cancer treatment last year and at the end of it felt I needed a bit of a space, which ended up being stretched due to lockdown.</p> <p>“Getting through all that and being encouraged to come back to MediaCity and get behind all the amazing talent here is exactly where I want to be.“</p> <p>James started her career at McCann-Erickson Manchester and has spent over 20 years in advertising, marketing and brand building including Ogilvy and Mather, The Little Greene Paint Company and Studio.</p> <p>Martin Offland, director at Chief added: “Karen has always been brilliant at building positive, lasting relationships and this new role gives her the chance to do that across the Chief team, our clients and our partners. It’s great to have her back.“</p> Mon, 20 Jul 20 16:07:00 +0100 Drum Network http://www.rechang.site/news/2020/07/20/karen-james-promoted-commercial-director-chief-productions Todrick Hall scores record success for Sally Hansen Pride campaign http://www.rechang.site/news/2020/07/17/todrick-hall-scores-record-success-sally-hansen-pride-campaign <p>Sally Hansen, America’s number one nail brand, has been a longstanding supporter of the LGBTQ+ community and partner of charity powerhouse GLAAD. This year, to celebrate Pride, Sally Hansen partnered with GLAAD ambassador and American singer, actor, dancer, choreographer and YouTube sensation Todrick Hall for a series of album Watch Parties on Instagram.</p> <p>Creative agency Cult created a social content campaign including boomerangs, videos and stills for Sally's Hansen’s primary social channels – Facebook, Instagram and YouTube. These were distributed by Sally Hansen, Todrick Hall, GLAAD and Ulta Beauty to further reinforce the partnership.?</p> <p>Cult also created a series of colour stories to champion the importance of Pride, colour and self-expression, while encouraging their audience to buy the Sally Hansen x GLAAD Xtreme Wear polish to give back to the charity.?</p> <p>“Todrick Hall is a fierce icon of our community and represents all that is positive about modern masculinity. Those brands that embrace this new world of gender fluidity and creatively apply technology, social media and AI to their campaigns, will be the ones that thrive in the 21st century”, said Karl Velasco, creative director at?Cult.</p> <p>In 2019 Sally Hansen teamed up with GLAAD ambassador and viral sensation Benny Drama for their Pride campaign. The two-month campaign generated 85MM Earned Media Impressions, saw a 57% uplift of engagement on IGS, a 95% uplift in Instagram comments and a 70% increase in Xtreme Wear Sales (versus LY at Walgreens). This year the Todrick Hall campaign generated a further 25% uplift in engagement from 2019.</p> Fri, 17 Jul 20 16:05:00 +0100 Drum Network http://www.rechang.site/news/2020/07/17/todrick-hall-scores-record-success-sally-hansen-pride-campaign The metaverse, luxury skins and the power of authenticity: the future of gaming advertising http://www.rechang.site/news/2020/07/17/the-metaverse-luxury-skins-and-the-power-authenticity-the-future-gaming-advertising <p>Gaming has gone from being a bedroom hobby to a boardroom priority, according to gaming experts on <a href="http://www.rechang.site/can-do/events/251" rel="nofollow">a panel discussion as part of The Drum Can-Do Festival</a>, in partnership with Bidstack. The panel explored why brands have been slow to see gaming’s potential, how best to approach in-game marketing, and what the future holds for gaming - and the brands that want to reach its vast audiences.</p> <p>Despite generating more revenue than the global music and movie industries combined ($159bn in 2020), gaming, until very recently, was ignored by brands, according to Bidstack CEO James Draper. He said that while brands had previously neglected gaming’s marketing potential, advertisers are now cognisant of its power.</p> <p>?</p> <p>How brands can reach audiences through gaming</p> <p>“The advertising world was a little bit behind the curve before, but now they are catching up,” he told The Drum’s reporter John McCarthy, the panel host. “Brands can see that the audience is already there and are very engaged. This is a huge ecosystem for brands to tap into - and it’s already mainstream - but it is still expanding, expanding, expanding.”</p> <p>Meanwhile, Glen Calvert, COO of esports team Fnatic and founder of Affectv, suggested any initial lag in brands getting involved with the gaming sector is now coming to an end.</p> <p>“Brands are slowly getting more involved,” he added. “There’s always a five to 10 years lag from eyeballs to brand money; just look at when the internet came along! It got eyeballs but it still took a good while for advertisers to switch their money over from newspapers. I think you're at that time in gaming now where the numbers are a lot clearer. It’s becoming less of a niche channel and more of a staple.”</p> <p>?</p> <p>Authentic In-game advertising</p> <p>The panelists said that brands don’t always understand what they can gain from in-game advertising, but that brand partnerships and in-game advertising fit seamlessly into the gaming environment. “Those coming into this space need to be sympathetic to the games industry,” said Charlotte Cook, VP of gaming at Bidstack.? ? ??</p> <p>“These are pieces of art which takes years to make so just throwing a big brand message inside a game is going to cause more harm than good. It’s very important to alleviate those concerns [about inauthentic advertising] early on and ensure your brand is authentically positioned within a gaming world.”</p> <p>Oracle Data Cloud chief product officer, Derek Wise added: “The ones that are doing it really well approach it as you would TV product placement. It needs to be unobtrusive for it to be effective.”</p> <p>Will Kassoy, president of online funding platform Omaze and a former SVP of Activision Blizzard, agreed that the most important aspect to consider when placing in-game ads was authenticity. “It is critical,” he said. “The best activations are those that are really authentic - partners who you would expect to be investing in that consumer segment in reality. A sporting brand appearing in a Tony Hawk video game makes more sense than a non-sporting brand.”</p> <p>The panel cited Coca Cola’s 2017 activation with FIFA player Alex Hunter as a successful example of an in-game brand partnership. “That partnership was a very strong activation because it fit in beautifully with the narrative,” added Bidstack’s Draper.</p> <p>The panel also highlighted Louis Vuitton’s 2019 partnership with Riot Games’ League of Legends, in which the brand released skins in-game before dropping a real clothing line for League of Legends just two months later.</p> <p>“This is where luxury brands can start to play,” explained Fnatic's Calvert. “Not by providing blanket advertising coverage, but with a limited edition drop. They got the balance right.”</p> <p>?</p> <p>New business models</p> <p>The panelists also discussed the future of gaming, touching on how the cloud could transform advertising within the sector, and what brands need to be aware of to play effectively in the in-game marketing space.</p> <p>Calvert asserted that that level of interactivity brought about cloud-based gaming, which will allow tens of thousands of people to view a game at one time, each with the option to pay to jump into a game and take over, would lead to the creation of new business models, particularly in the world of marketing.</p> <p>“The business models that can be built within games will be absolutely incredible,” he concluded. “You can see the beginning of this with skins and loot boxes on things such as Fortnite, but that will continue to include things that we can’t even imagine right now. As the metaverse [the virtual collective universe which will comprise all digital worlds] is created, it is going to get really fascinating</p> <p><strong>This is the second in the two-part series of this panel discussion. Watch the full digital panel <a href="http://www.rechang.site/can-do/events/251" rel="nofollow">here</a>.</strong></p> Fri, 17 Jul 20 14:07:00 +0100 Thomas Hobbs http://www.rechang.site/news/2020/07/17/the-metaverse-luxury-skins-and-the-power-authenticity-the-future-gaming-advertising There, I said it: Byte is unlikely to beat TikTok at its own game http://www.rechang.site/opinion/2020/07/17/there-i-said-it-byte-unlikely-beat-tiktok-its-own-game <p>As soon as TikTok gets in trouble (which happens often), the search for the Next Big Thing intensifies. Recently, Vine’s successor Byte is getting some press off TikTok’s ban in India and potential ban in the US. Currently, it’s the only notable video-only social media network that isn’t TikTok. But, is it actually a viable competitor?</p> <p data-selectable-paragraph="" id="2883">To get you up to speed, here’s a recent history lesson on TikTok and Byte.</p> <p>The confusing world of Vine, Byte, Musical.ly and TikTok</p> <p data-selectable-paragraph="" id="709f">It all started with Vine.</p> <p data-selectable-paragraph="" id="0de8">Twitter’s video-only app was released in 2013, allowing users to upload six-second long square videos that would loop infinitely. It quickly became massively successful and shaped the online world for years to come, kickstarting careers of content powerhouses like Jake and Logan Paul or Lele Pons. Many popular YouTubers started on Vine too: Cody Ko, Danny Gonzalez, Drew Gooden or Kurtis Conner. Most importantly, it became a pop culture phenomenon, with Vine compilations amassing millions of views on YouTube long after the app shut down in 2016.</p> <p data-selectable-paragraph="" id="ccac">The mobile-first video-shaped hole left by Vine was eventually filled by TikTok after its rebrand from Musical.ly. Starting out as a lip-syncing app for teens released in 2014, it was acquired by ByteDance (confusingly not affiliated with Byte) and transformed into the TikTok we know today. It allows users to create videos up to 60 seconds long, choosing from a library of Apple Music songs or sounds uploaded by users. It has pretty powerful editing capabilities, with constant updates, high-tech filters and user-friendly UI. You can search the app by hashtags or sounds, which often become trends in their own right. TikTok has had a fair share of controversies from the get-go, but it has seen?<a href="https://www.theverge.com/interface/2020/6/10/21285309/tiktok-2020-user-numbers-revenue-smash-hit-mea-culpa" rel="nofollow" target="_blank">spectacular growth this year</a>.</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p data-selectable-paragraph="" id="39e8">Byte was created by Dom Hofmann, the founder of Vine. Like Vine, it let users upload 6-second long looping videos. The time limit was extended — at the time of writing, the longest video I’ve managed to upload was 18 seconds. Similarly to its predecessor, it has little to no in-app editing. It certainly feels like Vine upgraded to 2020: slick, easy to use and simple.</p> <p data-selectable-paragraph="" id="1200">And now, its main competitor is facing some serious issues: already banned in India, TikTok is now facing a potential ban in the US. American users, anxious about losing their followers are already downloading to Byte, which is seeing a surge in popularity. It’s now being downloaded by hundreds of thousands new users a day. So, is this the end of TikTok?</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p>Do we need another Vine?</p> <p data-selectable-paragraph="" id="fe2c">Let’s look at what made TikTok popular.</p> <p data-selectable-paragraph="" id="e3d1">First of all, TikTok is full of features. Sounds, music, filters, AR effects, editing, challenges, hashtags, dances — each one of these has the potential to go viral on the app. Byte is all about original content, while TikTok encourages users to show their own take on new trends. While Byte’s USP is its simplicity, TikTok proudly adds new effects to its library of hundreds of filters.</p> <p data-selectable-paragraph="" id="aaf9">Your TikTok experience will probably be very different from others. The algorithm is so specific that it famously created so-dubbed “sides” of TikTok: straight TikTok, alt TikTok, right and left-wing TikTok and many more. Alt TikTok?<a href="https://www.nytimes.com/2020/06/21/style/tiktok-trump-rally-tulsa.html" rel="nofollow" target="_blank">famously messed with Trump’s Tulsa rally recently</a>?(which may or may not have something to do with the ban talks). No matter what side you end up on, the algorithm will make sure to only show you what it believes is relevant to you. Unlike the much-hated Instagram algorithm, TikTok’s code is pretty spot on. After just a couple of hours of scrolling, you‘ll notice your feed moulding to your tastes.</p> <p data-selectable-paragraph="" id="df96">These 6-second-long hilarious videos that made Vine great find their place on TikTok too, but the vast majority of content is more ambitious. Slick edits, cosplayers lipsyncing movie lines, beautifully filmed makeup tutorials and elaborate comedy sketches are all made possible thanks to the 60 second time limit and various in-app features. Byte launched earlier this year and cannot compete with TikTok in terms of the sheer quantity of options available to its users. Gen Zs grew up in a Vine world, but it’s a TikTok world now: we mourned the loss of the app in 2016, but now we all moved on.</p> <p data-selectable-paragraph="" id="6399">Byte are aware of why the wave of its new users joined and what they’re looking for. Byte are currently implementing new features familiar to TikTok users, such as sounds, more specific algorithm and text overlays. TikTok’s newest troubles may have caught them by surprise, but they’re playing catch up.</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p data-selectable-paragraph="" id="749c">However, it’s more than likely that the Zoomers who downloaded Byte in fear of the ban will ditch it if TikTok manages to convince everyone that it is, in fact, not Chinese spyware. As it stands now, Byte simultaneously feels too much like TikTok to offer an engaging experience and too little like TikTok in the creative freedom it gives its users. In a perfect world, it would have released three years earlier and scooped up Vine’s audience, but TikTok did that already and got them hooked on new and exciting features.</p> <p>?</p> <p>?</p> <p>?</p> <p>?</p> <p data-selectable-paragraph="" id="69ff">It’s difficult to predict what would happen if TikTok gets banned in the US. There’s a chance Byte will be able to fill the hole left behind by its main competitor and acquire a big chunk of its massive userbase. But it’s also possible that many users will grow discouraged by a familiar-yet-unfamiliar app that lacks the features they’re so used to. Some will turn to VPNs. Some may ditch the format altogether and go back to Twitter, Snapchat or Instagram, with the latter already working on some TikTok-like features.</p> <p><strong>MJ Widomska, founder and creative director, <a href="http://www.rechang.site/profile/yrs-truly" rel="nofollow">YRS TRULY</a></strong></p> Fri, 17 Jul 20 14:00:00 +0100 MJ Widomska http://www.rechang.site/opinion/2020/07/17/there-i-said-it-byte-unlikely-beat-tiktok-its-own-game Digital advertising tips in the face of Covid-19 http://www.rechang.site/news/2020/07/17/digital-advertising-tips-the-face-covid-19 <p>It is a matter of course that when a downturn rears its ugly head, the first budget to be slashed is marketing. But Covid-19 hasn’t been just any old downturn. Unlike a ‘normal’ recession, this time around, consumers are still largely consuming and interacting with brands. And while sectors such as travel and retail have cut spend, most have recalibrated their marketing to suit the circumstances, with varying degrees of success.</p> <p>With more people spending more time at home, digital marketing, complemented by a resurgence in linear TV, have grown ever-more fundamental to driving sales and brand-building as well as driving dormant, more traditional customers, to digital.</p> <p>But even prior to pandemic the adtech industry was suffering from systemic issues: transparency, accountability, the dying third-party cookie, and an overreliance on walled gardens, to name but a handful. Covid-19 has shone a bright light into dark corners of the industry, accelerating the need for change as budgets diminish. So, what’s a marketer to do?</p> <p>As part of the Drum’s Can-Do festival, marketers came together on a virtual stage to discuss how to navigate the pandemic, embrace agile digital solutions, and come out of the crisis as a stronger brand. Here’s three of the best from last week’s panel titled ‘What marketers need from adtech in lockdown’, sponsored by Adform.</p> <p><strong>Don't miss this brilliant panel, watch it?<a href="http://www.rechang.site/can-do/events/234" rel="nofollow">here</a>.?</strong></p> <p>Invest, invest, invest to help drive better supply chain transparency</p> <p>It is estimated that only around 50% of an advertising budget makes its way to the publisher, with the rest taken by tech tax, DSPs, trading desk fees, and the like. Transparency and accountability issues have dogged the adtech sector long before the pandemic arrived. But when your budget is being slashed, wastage is no longer an option.</p> <p>“We're constantly, quite rightly challenged over where the budget goes and over effectiveness,” says Peter Markey, chief marketing officer at TSB. “So, we're going to need more and more certainty over the level of confidence in our investments, where they're going, and the return on those as well”.</p> <p>Philip Acton, country manager UK and Benelux, at Adform, agrees, adding that out of the remainder of that 50%, 15% goes to an unknown delta – “which is to say, nobody knows where that budget has gone.” Adform’s end-to-end ad tech stack can help, he says, by closing the loop on integrating media planning, buying, optimisation and reporting across both the buy and sell side.</p> <p>“What we're trying to do is fix that supply chain transparency,” he says. “We have relationships with both advertisers and publishers as well, meaning that our partners can cut down on the number of suppliers taking a cut of the ad budget in return for their services and less chance of any hidden costs by reducing the volumne of adtech partners. In addition, we are also working with industry bodies like the IAB gold standard, JICWEBS and initiatives such as ads.txt or sellers.json to drive better supply chain transparency across the board”</p> <p>?</p> <p>Context is king for consistent user experience</p> <p>For years, marketers have utilised third party cookies to seek audiences and tailor their messaging. This will change by 2022, following Google's announcement that it will phase out the third-party cookie on Chrome browsers.</p> <p>Issues around collecting data, due either to regulatory compliance or the demise of the cookie, have led many to tout contextual advertising – focusing on the context in which users see an ad, rather than targeting specific audiences. For brands not wanting to appear next to stories of pandemic death and doom, this resurgence of contextual has come at a useful time.?</p> <p>“More and more people are actually focusing on the context of the inventory,'' Acton says. “Whether that's page-specific context or whether it's looking at things like private marketplace deals with publishers. So, we have a pre-agreed idea of what we're going to run on some pages now that we have a particular type of context.</p> <p>“It's not ideal,” he adds, “but actually, we have to remember that the demise of third-party cookies is also in some ways a lot better for the end user. And that's what we want to have – a consistent user experience, as well as not just being good for the advertisers themselves”.</p> <p>TSB’s Markey adds that the latter is ‘increasingly important’ in the context of reaching people during an extraordinary event such as Covid-19. He offers the example of the TSB app and website, where ad placement is based on first party insights:?</p> <p>“It’s a pretty obvious point, but we see the most effective activity based on the insights we have already: on how people are using their account and how we can best help in terms of the service we can provide for that audience.”</p> <p>?</p> <p>Listen and learn</p> <p>If reaching people at the right time in the right context has become more important than ever, then so too has the message a brand puts out. “Three quarters [of consumers Adform spoke with] said that they wanted to make sure that the brand messaging was helpful in this ‘new everyday’, but also that it was a reassuring tone... “being helpful without looking like you were exploiting the situation was key”, says Acton.</p> <p>He explains now is the time for brands to being sympathetic to the challenges of their consumers and leverage dynamic creative to update and amend messages to show how they are supporting their customers through these uncertain times.</p> <p>The reason why, perhaps, there’s been no shortage of formulaic, carbon copy creative over the last several months. Balancing brand building with direct response has been a huge challenge of course, but here TSB has had success through social listening and consumer research.</p> <p>“Over the last 14 weeks, when we've had some new ads running in the new style, with creative in line with Covid-19, it’s been really good to understand how those are working, because it has been quite difficult to pre-research those before putting them live, because of the speed of working. We’ve sort of learnt as we've gone along. And it's been really powerful,” says Markey.?</p> <p>Acton likewise touts a ‘test and learn methodology’. He concludes: “We’re seeing a lot more people use our dynamic creative platform, because that allows you to create audiences and then deliver content at scale and see what's working and what's not. And I think underpinning that with looking at the data and analysing it and seeing where you should invest your budget is key.”</p> <p>Brands that view this opportunity to communicate relevant messages to their customers will see real success once the world gets to the other side of this crisis.</p> <p><strong>Watch the brilliant panel <a href="http://www.rechang.site/can-do/events/234" rel="nofollow">here</a>.?</strong></p> <p>?</p> Fri, 17 Jul 20 13:52:00 +0100 Elliott Haworth http://www.rechang.site/news/2020/07/17/digital-advertising-tips-the-face-covid-19 Return of the Mac: McDonald&#039;s ad welcomes back diners as lockdown lifts http://www.rechang.site/news/2020/07/17/return-the-mac-mcdonalds-ad-welcomes-back-diners-lockdown-lifts <p>After reopening across the UK, McDonald's is serving up a new campaign to celebrate customers being reunited with their beloved maccies.</p> <p>‘Welcome Back’ highlights the excitement felt by fast food fans across the country as the chain reopens for takeaway, drive-thru, McDelivery?and in some locations dine-in for the first time since lockdown.</p> <p>While McDonald’s has been testing its delivery and Drive-thru services since mid-May, it has been running reduced hours and menus to keep its customers and crew as safe as possible.?</p> <p>The ad marks a return to normal for McDonald's customers, and was created by Leo Burnett London.?The wider campaign also consists of OOH, social and radio.</p> <p>Of consumers' reaction to the reopening,?Michelle Graham-Clare, vice president food and marketing, McDonald’s UK and Ireland said:?“Thinking back to the start of the year, we could never have imagined needing to close all of our restaurants, switching off marketing and despite being the UK’s biggest restaurant company – falling briefly silent.</p> <p>“It was incredible to see the reactions from customers during our temporary closure. Homemade McMuffins, countless odes to McNuggets on TikTok and over 15,000 people urging us to return the Big Mac with Return of the Mack.”</p> <p>“I am delighted to capture the joy of those must-missed McDonald’s moments in this campaign.”</p> <div class="multimedia" contenteditable="false" entity-bundle="creative_showcase" entity-id="33290" entity-type="news_components" select="Creative Showcase"> <div class="multimedia-content" id="multimedia-content"> <div class="dialog_preview" contenteditable="false"> <div class="top"> <h3 class="title">: 'Welcome Back'</h3> </div> <div class="agency"><b>Agency:</b></div> <div class="client"><b>Client:</b></div> <div class="date"><b>Date:</b> July 2020</div> <div class="description"> <div>McDonald’s has launched an advert celebrating the joy of reuniting customers with their beloved McDonald’s.’ Welcome Back?will air on ITV on Friday after?premiering on McDonald’s social channels at 9am.</div> <div>The 40 second advert highlights the pure excitement felt across the nation as McDonald’s reopens for?take-away, Drive-thru and McDelivery, and customers embrace their McDonald’s rituals.</div> <div>?</div> </div> <div class="additional_credits"><b>Credits:</b><br /> ? <div>?</div> <div>TITLE: Welcome Back</div> <div>CLIENT: McDonald’s – Michelle Graham-Clare, Ben Fox, Hannah Pain, Lucy Johnson, Emma O’Neill, Joe Light</div> <div>ADVERTISING AGENCY: Leo Burnett London</div> <div>EXECUTIVE CREATIVE DIRECTOR: Mark Elwood</div> <div>CCO: Chaka Sobhani</div> <div>CREATIVE DIRECTOR: James Millers &amp; Andrew Long</div> <div>CREATIVES: Alice Pearce, Aaron Taylor</div> <div>DESIGNER: Phil Bosher</div> <div>PLANNER: Tom Sussman/Joe Beveridge</div> <div>ACCOUNT HANDLER: Bethany Watts (Business Director), Steph Bates (Account Director), Laura Taylor (Senior Account Manager), Nicola Kuan (Account Executive)</div> <div>PRODUCER: Lou Pegg</div> <div>MEDIA BUYING AGENCY: OMD UK</div> <div>MEDIA PLANNER: Laurence Ruthven</div> <div>PRODUCTION COMPANY: Friend</div> <div>DIRECTOR: Jake Mavity</div> <div>EDITOR: Gary Forrester @ The Quarry</div> <div>PRODUCER: Sarah Mavity</div> <div>POST-PRODUCTION COMPANY (TV): Framestore?</div> <div>AUDIO POST-PRODUCTION COMPANY: 750mph</div> </div> <div class="tags"><b>Tags:</b> UK</div> <div class="clearfix">?</div> <div class="slide"> <div class="media"> <div class="media-youtube-video media-youtube-1"> <iframe allowfullscreen="" class="media-youtube-player" frameborder="0" height="374" src="//www.youtube.com/embed/scHMBPId2XU?wmode=opaque" title="Welcome Back | Reopening | McDonald's UK" width="498">Video of Welcome Back | Reopening | McDonald&amp;#039;s UK</iframe></div> </div> <div class="clearfix">?</div> </div> <div class="clearfix">?</div> </div> <div class="loading">Loading...</div> </div> </div> <p>?</p> Fri, 17 Jul 20 12:00:00 +0100 Ellen Ormesher http://www.rechang.site/news/2020/07/17/return-the-mac-mcdonalds-ad-welcomes-back-diners-lockdown-lifts 5G has an image problem – here&#039;s how advertisers can solve it http://www.rechang.site/opinion/2020/07/17/5g-has-image-problem-heres-how-advertisers-can-solve-it <p><strong>Amid the UK's Huawei?U-turn, 5G is in the headlines once more for all the wrong reasons. BMB chief exec Jason?Cobbold?–?who worked on the launch of 3G with Three Mobile – argues that though there are radical opportunities posed by the tech, but these need to?better communicated by advertisers in order to convert consumers.</strong></p> <p>The rollout of 5G technology is one of the biggest advances in a generation, and the ongoing <a href="https://www.wired.co.uk/article/why-is-uk-banning-huawei-5g" rel="nofollow">controversy over Huawei’s role in its future</a> just goes to show the enormous power of 5G’s potential.</p> <p>As well as national security concerns, 5G has become weighed down by <a href="https://www.bbc.co.uk/news/53191523" rel="nofollow">hype and crazy coronavirus conspiracy theories</a>. Despite the promise of sizeable change, and billions spent communicating this, 5G advertising is?also falling flat with consumers. That's because the question of 'what do I get out of this as a consumer?' is soon lost when the first thing you hear as a consumer?is that 5G is a security threat planned by China.</p> <p>I previously worked on the launch of 3G with Three Mobile, and with Vodafone for a long period of time, so I’ve seen these tech rollouts in different guises. But I can’t think of another launch where we’ve seen this extraordinary paradox – <a href="https://blog.globalwebindex.com/chart-of-the-week/5g-adoption-and-perception/" rel="nofollow">awareness of 5G is rising but consumer desire to buy 5G services is going down</a>.</p> <p>The usual hype cycle has been thrown into chaos, and this is due to a number of factors. For a start, consumers are on their guard against the false promise of great new dawns from technology. While 5G might offer something genuinely exciting, it’s caught up in the language of over-promise dating back as far as 2000, and the first dot com boom, and heard most recently in the launch of the latest iPhones.</p> <p>5G’s <a href="http://www.rechang.site/news/2020/06/24/how-m1-plans-run-singapores-5g-network" rel="nofollow">giant infrastructure shift is radical</a>?– it bears some comparison with the Victorian redesign of cities based around modern sewer systems <a href="https://www.youtube.com/watch?v=8vV4UpUScTo" rel="nofollow">highlighted in an excellent TEDx talk 'Cities are People' by Nick Tyler</a>.</p> <p>This is difficult to communicate in advertising. Huge possibility quickly becomes very abstract and hard to bring alive for your audience. Saying that you can download a Netflix movie in six-seconds, or can chat to your mum on the phone with no latency issues, end up feeling insignificant when people already have 4G.</p> <p>Added to this, the network providers and big tech brands tend to be myopic in their communications approaches –there’s an extraordinary amount of internal industry competition and variance in technology, making 5G even more confusing for customers.</p> <p>Advertising 5G is tricky. Three UK’s press and social media ads for its <a href="http://www.rechang.site/news/2020/02/26/three-pins-5g-hopes-newfound-britishness-and-epic-media-buys" rel="nofollow">'</a><a href="https://vimeo.com/394195776" rel="nofollow">Real 5G</a><a href="http://www.rechang.site/news/2020/02/26/three-pins-5g-hopes-newfound-britishness-and-epic-media-buys" rel="nofollow">'</a> campaign were recently banned by the Advertising Standards Authority (ASA), and the company’s defence – revealingly – was that the technicalities were not well understood by consumers, plus there was a limit to how much it could say in the ad. Elsewhere, BT’s biggest campaign for 20 years, '<a href="https://www.youtube.com/watch?v=3XDMUhyxZfM" rel="nofollow">Beyond Limits</a>,' ducked the 5G question entirely and focused instead on educating kids. For its part, EE created a <a href="https://vimeo.com/378519645" rel="nofollow">5G AI Supermodel</a> stylist for the 2020 Baftas Red Carpet, though she didn’t quite match up to the celebrity company she was keeping.</p> <p>So, building on the strong awareness of 5G, how can advertising start to work better in terms of increasing consideration and converting consumers?</p> <p>First of all, recognise that language matters. How do your communicate exponential change when language is incremental? Tech brands trade cliches frequently, but this washes over people and prevents them reaching a clear understanding. Search for terms that are plain speaking, and understand that part of the problem is that the language of revolution is overused in tech communications. Too often, tech revolutions turn out to be simple evolutions.</p> <p>Then work on finding the perfect metaphor to paint visual pictures of the leap that 5G will provide. This will be really helpful for consumers, making the potential of the technology as concrete as possible in their minds.</p> <p>Finally, don’t be afraid to embrace the unknown. As we’ve all come to realise in recent months, science is about uncertainty and 5G brands shouldn’t pretend that they know everything the technology will be capable of delivering.</p> <p>This approach often unnerves advertisers but there’s never been a better time to embrace it.</p> Fri, 17 Jul 20 12:00:00 +0100 Jason Cobbold http://www.rechang.site/opinion/2020/07/17/5g-has-image-problem-heres-how-advertisers-can-solve-it COVID-19 has made us look to the everyday heroes rather than Instagram&#039;s influencers http://www.rechang.site/opinion/2020/07/17/covid-19-has-made-us-look-the-everyday-heroes-rather-instagrams-influencers <p>Could it be that ‘influencer marketing’ is coming to a crossroads? Post-COVID-19, consumers, media and eventually brands will have pause for thought about what truly constitutes fame and influence. When Grazia chose to profile NHS workers on the frontline across multiple covers, it felt representative of a crucial shift. And that’s going to spill over into the kind of stories brands are going want to tell and – ultimately – where they want to spend.</p> <p>The last few years have seen a saturation of the ‘reach and celebrity status trumps all’ approach, which has undoubtedly been a driving force in the malaise of influencer culture.? With so much consumer spend shifting online, there is still going to be a demand for frictionless eCommerce solutions to mass market influencer campaigns. However this can and should be balanced out with relatable, more authentic storytelling, rooted in real life.</p> <p>From the decline in high street shopping to the ‘new normal’ of working from home, lockdown life has seen a lot of existing trends and behavioural shifts go into hyper-drive. Many of these may be irreversible and have profound and often challenging consequences on many sectors. But they do represent a real opportunity for voices that can connect with our new way of living. And the metrics really speak to this shift - we’ve been monitoring engagement from key influencer accounts and the numbers stack up. Joe Wicks’ PE workout on YouTube is an obvious example and we’re now seeing everyone from NHS Nightingale nurses to food blogger and campaigner Jack Monroe enjoy an increase in engagement. It’s easy to see why. Jack’s Good Food for Bad Days rings true to her roots as a struggling single mother cooking on budget, but the ‘depressipes’ in her latest book feel just as apt for the uncertain times in which we live today.</p> <p>On the subject of high street shopping, when Mary Portas talks about the ‘kindness economy’ going mainstream this echoes some of the work we’ve been doing in the inclusivity space. For Smirnoff, our LGBT Foundation partnership was founded on their nightlife safety initiative Soho Angels.</p> <p>Although part of a wider star-studded campaign, we quickly found that it was the relatable, everyday stories of the Angels’ weekend volunteers that really connected with press, media partners and consumers. Social media has had a similar moment in the #BeKind movement, and there’s an urgency for this sentiment to start translating to new client briefs. I have a feeling we’ll be toasting even more of these inspiring everyday heroes in 2020.</p> <p>?</p> <p><strong>Rob Mathie, founder?at <a href="http://www.rechang.site/profile/on-the-one" rel="nofollow">On The One</a>.?</strong></p> Fri, 17 Jul 20 11:00:57 +0100 Rob Mathie http://www.rechang.site/opinion/2020/07/17/covid-19-has-made-us-look-the-everyday-heroes-rather-instagrams-influencers Shopee creates e-commerce ad solutions for brands with Google http://www.rechang.site/news/2020/07/17/shopee-creates-e-commerce-ad-solutions-brands-with-google <p>Singapore-based e-commerce platform Shopee has partnered with Google to launch Google Ads with Shopee, a marketing solution that aims to help brands drive online sales.</p> <p>Both companies hope this initiative will accelerate digitisation and enable e-commerce growth for brands across the region. Through this integration, brands on Shopee will get access to specialised marketing tools to boost their online presence, create deeper engagements with customers, and flexibly manage and measure their marketing campaigns.</p> <p><strong>Ad campaign creation on Shopee Brands Suite ?</strong></p> <ul><li>Brands can now create Google shopping ads directly on the Shopee Brands Suite. This will allow brands to promote their Official Stores and products across all channels.</li> </ul><p>Samuele Saini, the sector lead for apps, e-commerce, entertainment at Google, said: ?“The e-commerce industry in South East Asia has experienced massive growth in recent years and is forecasted to exceed $150bn by 2025? . This has been further accelerated by the pandemic, with more consumers shopping online, as well as both big brands and smaller sellers quickly pivoting to further building their e-commerce presence.”</p> <p>“We are excited to launch Google Ads with Shopee, which will make it faster and easier for brands to connect with their customers online, and provide them with flexible tools to measure and optimise their campaigns.”</p> <p><strong>Increased flexibility and control</strong></p> <ul><li>Brands can also directly create and manage online ads for their Official Stores and products on Shopee on the Google Ads platform. This allows brands to tailor ad campaigns to meet different business needs.</li> </ul><p><strong>One-stop monitoring</strong></p> <ul><li>Brands can monitor the performance of all their Google ads via the Shopee Brands Suite. The one-stop access to data, brands can seamlessly measure success and optimise the effectiveness of their marketing efforts on Shopee.</li> </ul><p>?“Brands in our region are expanding their online presence as e-commerce becomes a vital part of the retail ecosystem. Shopee is committed to provide the best environment for every brand to succeed online,” said Peggy Zhu, head of brand and growth marketing at Shopee.</p> <p>“Google Ads with Shopee extends our efforts by deepening our integration with Google and making it easier for brand partners to promote their Official Stores and products online. We are heartened to have a like-minded partner like Google and we look forward to deeper collaboration in the future.”</p> Fri, 17 Jul 20 10:00:00 +0100 Shawn Lim http://www.rechang.site/news/2020/07/17/shopee-creates-e-commerce-ad-solutions-brands-with-google Award Winning Stories: How Rockwool tapped Bond to celebrate its heritage http://www.rechang.site/news/2020/07/17/award-winning-stories-how-rockwool-tapped-bond-celebrate-its-heritage <p><strong>Welcome to Award Winning Stories, a regular video series from The Drum exploring the stories behind some of the winning work from <a href="http://www.rechang.site/awards" rel="nofollow">The Drum Awards.?</a></strong></p> <p>Rockwool, the manufacturer of sustainable non-combustible stone wool insulation, was looking to drive brand affinity and celebrate its Danish Heritage.?</p> <p>To do that it turned to True to focus on the brand purpose and authenticity that the client required activity to focus on, producing a series of light-hearted Bond-style films featuring product tests and demonstrations to showcase its continued product innovation drive.</p> <p>Ultimately the project would go on to win at both <a href="https://www.b2bawards.com/" rel="nofollow">The Drum B2B Awards</a> and <a href="http://www.thedrumcontentawards.com/" rel="nofollow">The Drum Content Awards</a>, details of which can be found at their dedicated websites.?</p> <p>Featuring True's founding partner, Cos Mingides,?watch the story of how?<a href="https://www.thedrumcontentawards.com/the-drum-content-awards-2019/best-b2b-content-marketing-strategycampaign/7-strengths-of-stone-test-series" rel="nofollow">Rockwool's?'The Seven Strengths of Stone' content series</a> was produced in the video above.?</p> Fri, 17 Jul 20 10:00:00 +0100 Stephen Lepitak http://www.rechang.site/news/2020/07/17/award-winning-stories-how-rockwool-tapped-bond-celebrate-its-heritage 同同女女性恋爱视频