Europe

The Fractional CMO Is a Trendy New Marketing Title—and It’s Not Going Anywhere

Out of a global workforce of 3.38 billion people, almost half (1.57 billion) are freelance, The World Bank revealed last year. But the definition of “freelance” is evolving to now reach the C-suite, including senior marketers. The pandemic changed many aspects of work, introducing more companies to the concept of hybrid schedules and boosting digital… …

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Could a Marketing Reset Help Volkswagen Shift Gears?

It’s been a busy February for Volkswagen, which is fresh from airing a blockbuster Americana-inspired Super Bowl spot celebrating 75 years in the U.S. In between perfecting its Big Game moment, the brand also found time to conclude some elements of its marathon $2.6 billion media pitch within the last month, and saw the departure… …

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Humanizing SAP—A New Chapter for the Tech Business

“We knew that we needed to secure an emotional territory that is very distinct,” explained Julia White, SAP’s chief marketing and solutions officer. “The world of business-to-business marketing and B2B tech is busy, and it can all feel the same. So I wanted to know what our unique place in the world was and what… …

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McDonald’s Signature Burger Now Has Its Own Autograph

Arguably the world’s most famous burger, the McDonald’s Big Mac is a fast-food icon that probably rivals the celebrity status of Taylor Swift and Beyonce in global relevance and awareness. So the McDonald’s team in Sweden decided to treat it like a celebrity and give it its own autograph, too, developed using fan-powered data and… …

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The Strategy Behind Coca-Cola’s Holidays Campaign Featuring a City of Santas

There are few major brands that are as closely connected to the winter holiday season as Coca-Cola has positioned itself through decades of marketing. The iconic figure of Santa Claus has been a central component of that strategy over the last 92 years. This year, the company’s holiday campaign has taken its affinity with the… …

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Lego’s Epic, Play-along Superhero Ad Gives Marvel a Run for Its Money

A team of fresh-faced superheroes assemble, united by a single mission. As they advance towards their end goal, they battle obstacles with some moral support from Groot, before thwarting a villain and coming face to face with their mysterious boss, Jane Lynch, in a dramatic final summit. No, this isn’t the new Marvel movie. It’s… …

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TikTok’s EU Changes Set to Impact Advertiser Experience

To fall in line with Europe’s new online regulations, TikTok has introduced new compliance measures that could change the whole user experience and restrict advertisers’ reach on the platform while offering them a safer media landscape in which to invest. Following the introduction of the Digital Services Act (DSA) by the European Union earlier this… …

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Reckitt’s Marketing Chief Believes AI Will Improve Creativity and Lower Carbon Footprint

Reckitt is betting that generative AI tools will not only unleash creativity at the multinational CPG, but help reduce its carbon footprint as well. That’s according to Fabrice Beaulieu, who has worked across various roles within the business since 1999. In April 2022, he was appointed to Reckitt’s Group Executive Committee, overseeing marketing and sustainability… …

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How London’s Iconic Transport System Is Going Global

There is perhaps only one transit agency on the planet capable of franchising its own brand, and Transport for London (TfL)–which runs the British capital’s network of buses, trains, bikes and the Underground–plans to do so globally. The death of Queen Elizabeth II and accession of King Charles III has kept the spotlight on Britain,… …

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Business Partnerships Can Be Fate, Suggests Brian Cox in Santander Ad

These days, business isn’t just all about who you know when it comes to expanding internationally, but it can help. Companies face many barriers in growing beyond their native countries, and so international financial brand Santander has tasked actor Brian Cox with helping promote its corporate and commercial banking arm, which claims to offer the… …

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Car Maintenance Brand Feu Vert’s Mascot Turns Avenger (Almost)

Vehicle maintenance brand Feu Vert has turned its faithful brand mascot Ramses into an action hero–or at least that’s the potential pitch for its latest ad campaign. The company, which claims to service the cars and bikes of 10 million customers across its 450 car centers in Europe each year, has a white cat as… …

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Britain’s Advertising Sector Is Set for Stagnation

Minimal growth and lower spending on advertising are forecast for the British sector in 2023 due to ongoing economic uncertainty, with the latest figures from the Advertising Association/WARC Expenditure Report forecasting a 0.5% increase on last year’s $43.13 billion (34.8 billion pounds) spend. According to the latest industry report (released within a week of others… …

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Why a Household CPG Brand Made an Honest Film About Autism

There is a gender gap in autism diagnoses, and research points to widespread public misconceptions about the experiences and needs of autistic girls. Vanish, a household garment care brand in the U.K., is tackling stereotypes about autism in its latest ad campaign. Though it may seem an unexpected choice for a CPG brand to address… …

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Captain Morgan Is Flipping the Script on Responsible Drinking PSAs

In mid-March, Guinness suggested St. Patrick’s Day revelers drink less. Well, for transparency, it actually suggested they try its nonalcoholic beer Guinness 0.0 instead. Now, Captain Morgan–also owned by drinks behemoth Diageo–has launched its largest-ever responsible drinking campaign, with help from Vice-owned agency Virtue. The spiced rum brand has enlisted singer, songwriter and rapper Bree… …

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Stella Artois’ Stunt With The Sims Falls Foul of EA’s Lawyers

Stella Artois has apparently called off plans to run an unofficial brand experience on Electronic Arts’ gaming platform The Sims 4 after being approached by legal counsel from the makers of the game over IP infringement. According to EA, its lawyers have approached AB InBev, the owner of Stella Artois, about its plans to launch… …

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Accenture Song Hires New Netherlands and Metaverse Leads

Accenture Song has made two senior executive hires in Europe: Patritia Pahladsingh was named as CEO and managing director of Accenture Song in The Netherlands, and Magic Leap’s James Temple joins as its global metaverse lead. Pahladsingh joined from TBWA\Neboko, where she was managing director, having spent 17 years within the Amsterdam-based creative agency. She… …

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Despite Economic Turmoil, UK Marketers’ Spend Still Set to Grow This Year

Despite expectations of an economic recession, the U.K. advertising sector is showing durability, and marketers in the country intend to continue their spend on advertising. In fact, the market is predicted to grow by 3.8% this year. According to the latest Advertising Association/WARC Expenditure Report, the total spend by brands in the U.K. is expected… …

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A Dutch Supermarket’s Ad Tells the Story of a Teenager’s Grief During Christmas

Christmastime can be tough for those who have experienced the loss of a love one. This spot from Dutch supermarket chain Plus features a teenage boy who has lost his father and must come to terms with his mother’s new partner. Annually, the supermarket releases a holiday campaign that tells a family-based story, and this… …

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Emotional J&B Holiday Campaign Furthers Diageo’s Support for the Trans Community

This year has been huge for global drinks maker Diageo, which has run several initiatives to support LGBTQ+ communities, seeing its leadership recognized and celebrated for doing so. That work has continued into the holiday season, this time with its Scotch whisky brand J&B, which has released a Spanish holiday campaign that aims to back… …

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Marketing Morsels: Hot Pockets Shorts, KFC Pub and Haribo Christmas Trees

In this week’s edition of Marketing Morsels, you’ll find creative ideas from Heinz, Hot Pockets, KFC, Taco Bell and more. Enjoy the assortment! Morsel #1: KFC Opens a Pop-Up London Pub Nothing says fried chicken like the dark wood and smell of ale emanating from a pub in Fulham, right? Well, KFC thought so with… …

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McDonald’s Hosts In-App AR Concert to Reward Loyal Customers in Poland

Walk into a McDonald’s in Poland, and you can enjoy a concert with your meal. The fast food chain has teamed up with outlandish musical artist Ralph Kaminski to front its latest ad campaign in Poland, including appearing for a virtual concert through the brand’s app. The campaign, devised by DDB Warsaw, will reward customers… …

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This Comic Sans Dyslexia Awareness Campaign Wants to Change Design Habits

It’s estimated that every one person in 10 has dyslexia, according to the British National Health Service. If correct, that would mean 780 million people around the world experience learning difficulties. As Dyslexia Awareness Month begins, file-sharing platform WeTransfer has partnered with Dyslexia Scotland and Innocean Berlin to develop an international awareness campaign targeting the… …

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Is the Branded Entertainment Renaissance Finally Here?

Fans reacted with glee when Netflix recently announced that it had renewed its Formula 1: Drive to Survive documentary series for two more seasons. The hit show–a behind-the-scenes view of the lives of Formula 1 drivers–entered Netflix’s top 10 in 56 countries. Simultaneously it has helped Formula 1 gain new fans, increase TV viewership of… …

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Faroe Islands, Population 50,000, Lured in 700,000 Virtual Visitors With Gamified Tours

The remote Faroe Islands continue to show the rest of the world how it’s done on the marketing front, attracting 700,000 visitors from 197 countries with its recent gamified, live virtual tours. For context, the sparsely populated Nordic nation–where its 80,000 sheep far outnumber its 50,000 human inhabitants–had about 130,000 real-life visitors in 2019. During… …

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Amazon, Apple and Microsoft CEOs detail their companies’ efforts to combat coronavirus pandemic

The tech industry is mobilizing its considerable resources to attempt to support efforts against the growing global coronavirus pandemic. Over the weekend, the CEOs of Amazon, Apple and Microsoft all shared updates regarding some aspects of their company’s ongoing contributions, which range from donations of medical supplies and personal protective equipment (PPE) for frontline healthcare…
The post Amazon, Apple and Microsoft CEOs detail their companies’ efforts to combat coronavirus pandemic appeared first on Where To Buy Beet Juice. …

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