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Procter & Gamble‘s chief brand officer Marc Pritchard believes 2017 has been a big wake-up call for the digital marketing industry but that it is rising to the challenge. Speaking at the Dmexco ad tech conference in Germany yesterday (13 November), he said the changes he demanded the industry should make in his seminal speech in January are now “60% done”. He is also impressed with the progress the likes of Google and Facebook have made, but...

Facebook’s Sheryl Sandberg has suggested the rise of digital and mobile is leading to the collapse of the marketing funnel. Speaking at ad tech conference Dmexco in Germany today (13 September), Sandberg told delegates: “The marketing funnel itself is collapsing. It used to take time to go from research to discovery to awareness all the way to a purchase. But now you have digital and mobile that is happening faster than ever, and that is for the...

Facebook is introducing new controls over where advertising appears and around the type of content that can be monetised as it tries to allay marketers’ fears over brand safety, measurement and viewability. The changes, which were unveiled at Dmexco today (13 September) by Facebook’s VP of global marketing solutions Carolyn Everson, will apply new standards to the type of content that can be monetised around in-stream ads and its Instant Articles feature. Facebook will also begin to provide...

The vast majority of marketers do not understand the full implications of new European data laws and are ill-equipped to deal with their consequences. According to a World Federation of Advertisers (WFA) survey of major global brands that spend more than $20bn on marketing annually, 70% of brand owners do not feel marketers in their organisation are fully aware of the extend of the General Data Protection Regulation (GDPR) and just 65% expect to be fully compliant...

The Government has set out plans it hopes will reassure businesses that the flow of information across borders will not be disrupted after Brexit. In the latest paper on the UK’s relationship with the EU after it leaves, the Government says it wants to ensure individuals have control over and transparency on how their personal data is used and that it is protected from misuse with robust safeguards. It points out that, upon the UK leaving the...

GroupM’s softer stance on social ad viewability The debate over what constitutes a ‘viewable’ ad is still evolving but GroupM has come up with some new standards that have the sign off of some of the biggest advertisers in the world, including Unilever, Volvo and Shell. And there’s an interesting mix of softening some while strengthening others. For example, the requirements for social video have been relaxed. Whereas before GroupM demanded sound on and that people actively click...

Although CMOs have said they are concerned about Facebook measurement after the social network admitted to errors and have implied they want to change spending patterns, this is not what is actually happening, according to WPP boss Sir Martin Sorrell. Speaking this morning (3 March) at an investor event following WPP’s full-year results, Sorrell said that while brands are worried about fakes news, brand safety and measurement, they are not showing any signs of shifting budgets. “I hear...

Bud Light is forging a comeback in the UK, 16 years after the last attempt to introduce the US beer to the country ended in failure. The light beer goes on sale in shops and pubs across the UK tomorrow (25 February). It has a much lower ABV than normal Budweiser, at 3.5%, and just 27 calories per 100ml. The relaunch poses a somewhat unique marketing challenge to Andre Amaral, Bud Light’s senior brand manager. This is a...

Flora is one of the brands that could be sold as part of the reviewUnilever is planning a “comprehensive review” of its business as it looks to prove to shareholders they are getting the best deal following the aborted takeover attempt by Kraft Heinz. Unilever says the review will aim to “accelerate delivery of value for the benefit of shareholders”. It should be completed within three months. “The events of last week have highlighted the need to capture...

The Fairtrade Foundation is shifting its marketing strategy as it looks to engage with consumers emotionally by communicating the “human element” of its work. The Foundation is launching a new creative platform, ‘Don’t feed exploitation’ in preparation for its annual Fairtrade Fortnight, which this year runs from 27 February to 12 March. Created by new agency AMV BBDO, the strategy aims to show not just how well Fairtrade has done in improving the lives of farmers but...