The French dating site Gleeden, whose target user base is largely women already in relationships, has announced its newest innovation in infidelity: the Gleeden Closet. This invention purports to replace your bedroom closet with one that features a hidden compartment, where a panicking paramour can hide for extended periods, thanks to the closet’s supply of…
Google Ads Takes Reporting Across Accounts
Google Ads announced Monday the availability of cross-account analysis in Report Editor for agencies or marketers running several accounts for their brands or product lines.
IPG’s Reprise Elevates Dimitri Maex To Global CEO
Daryl Lee, CEO, IPG Mediabrands, said Maex’s experience makes him uniquely able to understand the “future evolution of performance marketing.”
TV Should Follow Digital’s Programmatic Lead
Linear television sells advertising availability, based on a 24-hour calendar with pricing dictated by ratings. Historically, there’s been a fear to sell spots to programmatic buyers over concern of
commoditization.
commoditization.
Create & Cultivate branches into office supply sales
Create & Cultivate launched a 16-piece office supplies line that will be distributed in Target stores, marking the first foray into branded goods by the events and media company.
The product line, created in partnership with At-A-Glance, is a licensing deal, with At-A-Glance paying C&C to use its brand name on the products. At-A-Glance served as a consultant during the design process for the line, which runs from calendars to notebooks to planners.
C&C earns revenue through a mix of conferences, its digital media site, book deals and ad-supported podcasts. The 6-year-old independent company is on track to earn just under $13 million in revenue this year with 23 full-time employees. CEO and founder Jaclyn Johnson said that the goal is for their products division to account for 10%-20% of the brand’s overall revenue by the end of next year.
“I feel very strongly that this can be a very large-scale partnership for us and as a primary revenue stream moving forward,” Johnson said.
Since a primary audience for Create & Cultivate is working women and independent business owners, Johnson recognized that customers were more likely to be cost-conscious when buying supplies for their businesses and kept the prices for the 16-piece line under $20.
Target, the exclusive distributor for the line of office supplies, is familiar with celebrity and designer collaborations, including interior designer Nate Berkus’ home goods collection, Chrissy Teigen’s cooking line and Vineyard Vines’ limited clothing run, but working with media brands like Create & Cultivate is a relatively untouched area for the retailer.
Johnson said that she was interested in distributing with Target and approached them early on in the process, even though she knew the company typically requests exclusivity. And now that the brand is working with Target, all of the sales have to be done through a Target platform. So at the pop-up shop that C&C is planning on hosting at its Small Business Summit later this month, attendees will be able to interact with the products but have to purchase the item on iPads through the Target site.
The area that C&C is putting the bulk of their upfront investment into is marketing and will be using a mix of newsletters, in-house website ads, micro and macro influencer partnerships and an influencer dinner, in addition to the pop-up at the Summit.
Johnson said that in every notebook or planner, there is a page that talks about what Create & Cultivate is and also features the website and social media handles to try and pull a person who wasn’t familiar with the brand to the site.
In order to track these new audiences, she said that the prompted “how did you learn about our site” pop-up on the website will now include a “Target” option in order to attribute where new visitors learned about C&C.
For media companies that are interested in creating similar product lines with the help of a manufacturing partner, Ava Seave, principal at consulting firm Quantum Media, said “it’s low risk and it could be profitable.”
However, she said that because media companies tend to elicit a very weak emotional response from consumers, the financial risk really falls to manufacturers that have to make the call on whether or not the brand name is enough to sell products. If it isn’t, then the company will be out of a lot of upfront costs.
“Yes, it is replicable. But there’s unbridled entry, so if one organization sees that this works, then a second brand might try to license the shit out of their products. Everyone will try to do it, and it will become diluted, and eventually it will be weakened,” she said.
The post Create & Cultivate branches into office supply sales appeared first on Digiday.
Partners + Napier Names Courtney Cotrupe New CEO as Sharon Napier Steps Into Chair Role
Sharon Napier is passing the torch. After 15 years leading the agency she founded as CEO, she will step into a chair role as president Courtney Cotrupe takes over as chief executive. Napier will continue to play an active role at the agency, with a focus on growth and talent initiatives, while also devoting time…
5 Reasons the Darknet Isn’t as Dark as You Thought
In cyberspace, the darknet is the equivalent of that dark, seedy alley that you’re advised to steer clear of. Often referred to as the corrupt underbelly of the internet, common lore is that it’s the place where the drug dealers, human traffickers, terrorists, arms dealers and child pornographers hang out. But here are five things…
Subway Surfers Airtime Is Now Available Only on Snapchat
In April 2019, the Snap Games platform launched on Snapchat, allowing users to play a variety of mobile games with their friends within the social networking application. Now, a spin-off of one of the biggest mobile games in the world, Subway Surfers, has launched on Snap Games. Subway Surfers Airtime from SYBO Games is now…
The Economist, Merkle and Reuters Plus nominated at Digiday Marketing and Advertising Awards Europe
The Economist, Merkle, Reuters Plus and more are nominees for the 2019 Digiday Marketing and Advertising Awards Europe, which recognize the companies, campaigns and technology modernizing European marketing and advertising.
The Economist’s Open Future, which fosters a global conversation surrounding today’s most important issues via articles, events and debates, is up for Best Use of Social, Most Effective/Measurable Campaign and Best Branding Consumer Campaign. Also up for recognition for The Economist are The Intelligence for Best Product Launch Campaign and 1843, which covers style, design, travel and food, is up for Best Multi-Channel Content Distribution Strategy.
Merkle is in the running for a number of awards following a year of work with clients like Benefit, Emirates, Heightsafe and Periscopix. The performance marketing shop is up for Best Use of AI, Best Search Campaign and Best Agency/Client Collaboration.
Reuters Plus is up for Best Use of Social and Best Branded Content Series.
The winners will be announced at the Digiday Marketing and Advertising Awards Europe gala in London on Wednesday, Dec. 4. Tickets are available for purchase here.
See the full list of finalists below.
Best Brand/Influencer Collaboration
Hello Fresh & IMA – #RefreshWithHelloFresh
Influencer & Publicis – Pantene Gold Series
Talent Village & The Kooples – Muse Bag Social Campaign
Influencer, Karmarama and The British Army – Your Army Needs You
Best Agency/Client Collaboration
Wilderness Agency & Discovery Channel
DİMES
24sata – BFF The Friendship Journey
Eurotunnel Le Shuttle & CLICKON – Ham & Jam
Merkle & Heightsafe
The Guardian, TSB, Vizeum and TSL – The Relationship Project
Most Innovative Use of Content
Eurotunnel Le Shuttle & CLICKON – Ham & Jam
VG Partnerstudio
Virgin Holidays & ForwardPMX – Trending Travel Guide
Manus & VG-lista – #åretsviktigstelåt
24sata – Gone, But Not Forgotten
DİMES & Yemek.com – DİMES Voice Command
Best In-house Content/Brand Studio
CNN International Commercial – Create
24sata – Native
Schibsted Brand Studio
Bonnier News Brand Studio
Jungle Creations
PlayGround
Best Branded Content Series
Reuters Plus – Moments of Wonder
Resident Advisor & Asahi Super Dry – Japan’s Hidden Listening Bars
Minute Media’s 90min & Right Guard – You Can’t Handle The Truth
MyUS Strategic Market Campaign – Chicago Marketing Team
Reuters Plus & Barclays – Tomorrow’s Europe
Refinery29 & Rightmove – Sweet Digs
Best Use of Social
AnalogFolk – Nike, Nulla Puo Fermarci (Stop At Nothing)
The Economist – Open Future
Brainlabs & Verizon – BOOSTED!
Reuters Plus & BP – Energy Outlook 2019
Jungle Creations, OMD UK & Hasbro – If Monopoly was real life
Expedia Group Media Solutions & Kenya Tourism Board – Can You Kenya?
Best Use of Video
CNN International Commercial, Great Big Story & Shell
Very.co.uk, Shop Direct & Facebook
DBLTAP & Kia – #DrivingYourGame
Havas Media & Absolut – Drop of Love
Beats by Dre & PMG, Havas, Laundry Service & Hogarth – Made Defiant
Ruptly – Yellow Vests Movement
Best Use of Native Advertising
Haymarket Automotive Studio, MGOMD & Nissan Leaf
tportal.hr & Huawei – Undiscovered Croatia
Telenor & Bonnier News Brand Studio – Wifi for Everyone
VG Partnerstudio
Initiative – Axe Starladder
Immediate Media Co., Mars & Mediacom – Mars Spring Bake
Best Use of AI
Velocidi & Barkyn
Tjarnargatan – Höldum Fókus 4
Mediacom & The Trade Desk
Xaxis EMEA, Mindshare & GTB – Converting on Cruise Control
Merkle, Periscopix & Twitter
Best Product Launch Campaign
Arena Media & Havas Portugal – Covering Portugal with NOS Giga
The Economist Radio – The Intelligence
Verizon Media UK & Ryot Studio UK – The Spoils x Range Rover Evoque
HSBC UK & CHS – HSBC Rewards Credit Card
Initiative, Mullenlowe & I-will – TRESemme Launch in Russia
Best Paid Social Campaign
Maatwerk Online & Logistiek24
Immediate Media Co., Mars & Mediacom – Mars Spring Bake
Wilderness Agency & NBCU – Journey of a Fan
Grey LDN, WPP & Facebook – The United Nations – The People’s Seat
Best Social Good Campaign
Tug Agency & WWF International – Stop Plastic Pollution
MAXX – The Rosemary Appeal
Publicis Poke, Influencer & Facebook – Young Minds: Anger Unboxed
PlayGround & Unicef – #2entuclase
Refinery29 – Your Vagina’s Fine
Publicis Sapient – The Sending Machine
Most Effective/Measurable Campaign
British Gas, Mediacom & Flashtalking
Quantcast & Blue Tiger – A Merry Christmas for Meadowhall
Xaxis & Mediacom for Radisson
Xaxis EMEA, Mindshare & GTB
VG Partnerstudio – Only You
The Economist – Open Future
Best Branding Consumer Campaign
The Economist – Open Future
Coca-Cola & Rakuten Viber – “Easter Egg Fighter”
Beats by Dre, PMG, Havas, Laundry Service & Hogarth – Made Defiant
ESI Media & Nespresso – Giving Film Its Caffeine Fix
GumGum & Mediacom – Bose Sleepbuds
ESI Media & ProperCorn – The Guide to Proper TV
Best Direct Response Campaign
Nano Interactive, VCCP Media & Villa Plus
HSBC UK & CHS – HSBC Rewards Credit Card
Quantcast for Fitflop
Best Search Campaign
Merkle & Benefit – The Benefit of Voice Search
Brainlabs & Eastpak – Packing a Punch
Merkle & Emirates – Search Better with Emirates
Best Multi-Channel Content Distribution Strategy
24sata – Gone, But Not Forgotten
CNN International Commercial & Great Big Story – Incredible !ndia 2.0
The Economist – 1843 Brand Relaunch
Schibsted Brand Studio
Initiative Russia & Unilever – Talking Ice Cream
Brand Movers & Santander Consumer Bank Denmark
Best Influencer Marketing Platform
Influencer
Influencers by Launchmetrics
Inzpire.me & Bbhugme
Talent Village & La Mer – #ArriveHydrated
Best Marketing Automation Platform
Impact
The Trade Desk
Diario ABC & Savings United GmbH – ABC Voucher Codes
Bionic & All Response Media
Agency of the Year
The Goat Agency
ForwardPMX
Wilderness Agency
Digital Dominance
The post The Economist, Merkle and Reuters Plus nominated at Digiday Marketing and Advertising Awards Europe appeared first on Digiday.
LinkedIn Adds Tools to Help Marketers Sharpen Their Campaign Targeting
LinkedIn added several tools to help marketers on its platform bolster the effectiveness of their targeting. Director of product management Abhishek Shirvastava said in a blog post detailing the new tools, “You’ve shared that one of your biggest priorities is to reach more of the right audiences at scale. We’ve recently invested a lot in…