This Week in Marketing: Christmas ads so soon? | Beware the fall of Tupperware | Do food TVCs cause obesity?
Have we just had our first Christmas ad? It’s September, that has to be a record. Thanks John Lewis.
Furthermore, Publicis Groupe made a big shopping acquisition, marketers argue about whether food ads work, YouTubers had a rocky lunch launch for kids?and we lament the bankruptcy of Tupperware. Additionally,?it’s the?Best Ads of the Week?and our account of week three - Google v DOJ.
Amy Houston on EMEA #creative
TW: Christmas??If you think it’s too early for the ‘C’ word then look away now!
Joking aside, we are talking about festive campaigns earlier and earlier every year and this week John Lewis & Partners made no bones about it.
It’s released the first in a three-part trilogy in the lead-up to December 25. Hot off the news that the retailer was bringing back its 100-year-old price promise ‘Never Knowingly Undersold,’ a new film graced our screens.
It tells the story of the brand throughout the years from the perspective of the ever-changing storefront, offering a glimpse into the type of storytelling we might expect from the coveted Christmas ad.
I sat down with Saatchi & Saatchi’s chief creative officer Franki Goodwin and John Lewis’ customer director Charlotte Lock to get all the details. Read it here.
Send your campaigns to me on?amy.houston@thedrum.com.
John McCarthy on #opinion
In the UK, an ad ban?will next year disrupt food advertising on TV and online. As a consumer of too much and too bad food, I’m enthused to see the government trying something—even if its effectiveness leaves a lot to be desired.?
I voxed 17 marketers about whether they think the regulation would work. There’s skepticism among them. Are we seeing an industry shrug off the impacts of the demand it’s been creating for decades, or is it really being honest when it says that TVCs aren’t moving the dial very much??
I do think the collective context of thousands of junk food ads over a lifetime normalizes?unhealthy diets. To discuss this issue in a calories per day basis is to shrug off the long-term. If you can sell a child on a sports car four decades before they buy it, you can influence diet for a lifetime too. Simple as.?
Let’s get to the bottom of it together. john.mccarthy@thedrum.com or?on LinkedIn.?If you've any evidence or views that'll help firm up the debate either away, you can share your views anonymously if need be. Thank you.?
The best opinions of the week:
I?handle The Drum’s Daily Briefing. You can get on that list. Got an opinion piece? Send it to?john.mccarthy@thedrum.com.
Richard Draycott on #agencies
Bonjour mes amis. La semaine a été chargée en matière d'acquisition et... pardonnez-moi, j'écrirai en Anglais.
I took a closer look at Publicis’s acquisition of long-established shopper marketing specialist Mars United Commerce .
Tony Walford , director at corporate finance and advisory firm Green Square, told me there are still some serious deals happening outside of all the AI talk:?“Buying good agencies that generate measurable client revenue growth,?from techniques the client understands, still can’t be beaten.â€
C’est magnifique. Read the full piece here.
Less good was S4 Capital’s results which are explained in depth here.?
Bonsoir.
If you fancy having your say let me know at?richard.draycott@thedrum.com
Kendra Barnett on #media
We’re about to enter the third week of Google’s landmark advertising antitrust trial, where the tech giant faces allegations from the US Department of Justice (DOJ) that it operated a “trifecta of monopolies†over ad networks, publisher ad servers and ad exchanges. As the DOJ wraps up its presentation of evidence, ad industry leaders expect that Google will have a tough time proving its case.
Get up to speed with?my recap of the trial's top moments so far?– and predictions for what’s to come.
Meanwhile, the big news Wednesday was a welcome interest rate cut from the Fed. Top agency leaders agree that it will create a positive ripple effect on advertising and marketing budgets – but?they're divided on how soon we can expect to see the material impact.
Plus, this week, Instagram rolled out?new privacy protections for minors. The change may be a welcome one for parents and online safety advocates, but it could negatively impact the app’s advertising revenues, experts say.
Pitch me at?kendra.barnett@thedrum.com?and subscribe to my weekly media briefing.
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Audrey Kemp on US #creative
The creative landscape is alive with engaging campaigns and a dash of industry drama. Aviation American Gin celebrates Negroni Week with a Halloween twist in its latest ad, featuring Ryan Reynolds and Tony O’Groni—a cheeky Jack O’Lantern scarecrow. Reynolds’ playful struggle with Tony adds a spooky spin to classic cocktail-making.
Klarna decks the halls with its biggest holiday push yet, ‘O’Deals,’ starring Shaquille O’Neal as ‘Shaquille O’Deal.’ Shaq’s festive flair promises to deliver unbeatable deals and heartwarming giveback moments, making this Klarna’s most ambitious holiday campaign to date.
In industry news, I delved into the downfall of Tupperware, which has recently filed for bankruptcy.
Additionally, I moderated an insightful panel hosted by the Project Management Institute in Los Angeles. Emily Bavaro from PMI, Betsy Mraz from Crunchyroll and Brandon Ramirez from Fender shared their perspectives on the growing role of project management in creative teams.
Got a standout project? Share it with me at audrey.kemp@thedrum.com and let’s make it the next big story
Webb Wright on Emerging #Tech
AI startup Runway has partnered with Lionsgate to produce a custom model that will support the film studio’s production efforts, the companies announced Wednesday.
While the deal is being positioned as a beneficial step for the entertainment industry, there are some who see things a bit differently. “I’m pissed,†Reid Southen, a film concept artist who worked on The Hunger Games (a Lionsgate franchise) wrote in a post on X. “This is the first step in trying to replace artists and filmmakers.â€
That kind of criticism is to be expected, given the controversial status of AI within TV and film (it was a focal point of the recent Hollywood strikes).
What might the first-of-its-kind deal mean for the future of the entertainment industry? Find out here.
Are you doing something with tech the likes of which we haven’t seen before? Email me at webb.wright@thedrum.com.
Tom Banks on #Design
All good things come to an end. It’s an inevitable existential reality that we’re all aware of, yet when this happens to design agencies, it’s easy for the end itself to become the news.
Halo brand strategy director?Paul Bailey is now a year into his Studiographica project, which is a growing archive celebrating the work of design agencies that went out of business or disbanded.
What began as a project to show young designers work from the past has become a place to explore what made exceptional agencies great.
If you have a story drop me a note:?tom.banks@thedrum.com
From the editor, Cameron Clarke
I’ve been on holiday this week; I figured it’d be a quieter week, and I could get away with it... of course, that’s never how it works out. I’ve had a bit of FOMO watching so bit stories and acquisito develop
Last week,?the whole editorial team was immersed in the judging of?The Drum Awards Festival 2024. Now, I’m excited to announce that the nominations are out and tickets are available for purchase here. See you there? Cheers.
What do you want to see more of from The Drum? Send your big ideas and little suggestions to cameron.clarke@thedrum.com.
Hannah Bowler on #brands
I’ve been on the ground at HubSpot's Inbound conference all week chatting to digital marketers about the challenges they facing right now.
Major concerns were regularly raised over the future of search, dwindling website traffic and less effective social media. There are a lot of problems to contend with, making growth particularly hard right now. Does this ring true to you, I wonder? If so, please reach out for both stories or an off-the-record brain dump.
Pitches to?hannah.bowler@thedrum.com.
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Partner, Green Square Associates
5 个月Some great stuff in here and lovely to be quoted on the Publicis Mars acquisition