This Week: UK Advertising in the Media 19.08.22

Marketing T Level launches to prep students for ‘jobs of tomorrow’

The government is launching a new T Level qualification in marketing, which will seek to teach students skills needed for the “jobs of tomorrow”.

Kicking off in September 2025, the Marketing T Level will offer young people the chance to combine study in a learning environment with a “substantial industry placement” of at least nine weeks, providing real experience in their chosen sector.

Do aspiring marketers misunderstand marketing?

With A Level results being awarded to aspiring young marketers this week, long-running research from Nottingham Trent University has explored the shared characteristics of students embarking on marketing degrees.

We want Career Leaders to build a better industry

Traditional career paths are less secure or disappearing. We need new ideas and approaches when it comes to training, development and wellbeing at work. We are launching a new editorial resource to bring these ideas together.

Why agencies must become universities of media tech and data

The digital media industry is entering an intellectual arms race. Training and development of talent is set to be the number-one challenge for our industry in the coming decade.

Celebrities and TikTok: Inside Ukraine’s 21st century war

As public opinion begins to tilt against Kyiv, efforts to control the narrative are being fought with military precision. PR/advertising is helping Ukraine in its war efforts to maintain public awareness and intensify pressure for support.

Will brands ‘trade down’ from advertising to PR as recession bites?

It goes without saying that the nation is somewhat strapped for cash at present – individuals and businesses alike. Reduced marketing budgets across the board are inevitable, and initially make it sound like PR professionals will soon be jumping through hoops to keep clients’ business. However, many believe otherwise.

MPs demand overhaul of government obesity campaigns

The House of Commons Health and Social Care Committee has warned that attempts to tackle obesity have relied too much on changing behaviours rather than dealing with the root causes of the problem.

In its report into the impact of body image on mental and physical health, the Health and Social Care Committee warned that government obesity campaigns have “largely been unsuccessful”.

Michelle McEttrick moves to Primark as chief customer officer

Michelle McEttrick, former group brand and proposition director at Tesco, is set to join Primark as its chief customer officer.

She joins the high street chain on 19 September will be responsible for developing the Primark brand and customer strategy as the business has plans to expand from around 400 stores currently to 530 by the end of 2026.

Harry Styles: What Can Brands Learn From The Singer-Turned-Influencer?

It seems that everything that English popstar Harry Styles touches turns to gold. An acclaimed style icon, a brand extraordinaire and a musician in his own right, Styles has proved his chameleonic ability during his meteoric rise to fame. There’s certainly somthing here that brands can learn from this entrepreneurial polymath.

Premier League buys silver screen treatment for 30th anniversary

The Premier League is using cinema advertising to shout about the success of its first 30 years as part of a campaign by FCB Inferno.

Modern marketing requires many different skills. Which ones are most in demand in 2022?

Businesses that want to generate marketing-led growth have to figure out what combination of these disciplines and platforms will work best for their business and audiences to unlock the opportunity.

Once they have figured that out, they then need to hire the right people to manage that combination of disciplines and platforms.

This has created a booming market for specialist digital marketing services to support businesses with the increasing complexity of digital marketing.

Ally Owen, founder of The Brixton Finishing School, speaks to The Media Leader about why ageism is still tolerated and what’s next for diversity and upskilling.

Owen, one of the industry’s most outspoken advocates for inclusion, turned 50 herself last week. The milestone has only served to embolden her passion for ageism being “something we need to fight”, particularly if retiring in one’s 70s becomes the norm.

Audio creatives crown the all-time best jingles and sonic brands

As part of The Drum’s Audio Deep Dive, we listen to the best ever sonic logos with top creatives and explore how the catchy jingle became the less playful sonic brand.

Is advertising causing climate change? Actually, it’s worse than that

The rate of consumer activity has long surpassed the pace of ecological regeneration. Our obsession with consumption needs to end now, or we risk existential threat – and the role of advertising can no longer go unquestioned.

Samsung ‘tech meets lifestyle destination’ pops up in London

Samsung has opened the doors to a new pop-up experience in London’s Piccadilly Circus, coinciding with the launch of its latest foldable devices.

The Samsung Galaxy Unpacked Experience is open to the public between 11 and 31 August and houses over 10 immersive experiential zones, displaying new Galaxy devices in what the brand described as a “setting like no other”.

Cost of living impact, economy shrinkage, cutting marketing spend: 5 interesting stats to start your week

85% of families think cost of living crisis will have a long-term negative impact on their future.

Marketing Week’s stats provide useful insights on impact of cost of living increases on people.

Has The Nature Of Leadership In Advertising Changed?

Perhaps these pressures have had a positive effect too. In the sense that they’re contributing to a new-found spirit of openness and empathy among leaders.

The Future of Saudi Arabia’s Creativity and Communication

Mohammed Bahmishan, chief creative officer at Publicis Communications KSA tells LBB’s Nisna Mahtani how Vision 2030 is influencing the country’s advertising industry

Dettol’s ‘Let Life Flow’ Campaign Celebrates Familiar Moments In An Unfamiliar Way

‘Let Life Flow’ aims to represent the natural chaos of home life, with sound design acting as the focal point of the story, informing how and what was shot.

Media Week Awards 2022: Shortlists revealed

TV broadcasters ITV and Channel 4 are set to battle for supremacy at this year’s Media Week Awards.

ITV racked up the most shortlisted entries (17), closely followed by last year’s recipient of Sales Team of the Year, Channel 4 (16), and the UK’s largest media agency, MediaCom (16).

The 5 big consumption trends marketers must know from Ofcom Media Nations 2022

Every year Ofcom explores the UK’s media consumption in depth, helping marketers, buyers and planners serve ads to the right people on the right platform at the right time. It has now dissected 2021, helping us to understand the trends we’ve seen this year.

Ofcom Media Nations Report: the media generation gap widens

Ofcom’s fifth annual Media Nations Report has highlighted a “stretch” in the  generation gap, with younger generations increasingly turning to US-based streamers as opposed to live broadcast TV, and music streaming services more than live radio.

Striving for sustainability? Consider this before jumping into the metaverse

Why your metaverse activations could foil your net-zero emissions plans.

Responsible investment is the right response to news distrust

Transparency, clear communication and consistent positive action must be at the core of earning back the public’s trust in media, says Simon Willis.

When it comes to marketing payback, words matter just as much as numbers

From ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.

The Power Of Poetry In Advertising

Poetry and the spoken word have become popular in ads in recent years. But why?

How can employers avoid The Great Regret?

Employers must consider how to accommodate for employees and ensure they are happy in their roles

Expedia “Arrows” by Anomaly London

It’s summer holiday season!

Sky picks five winners of its sustainable advertising fund

Sky has revealed the winners of its Sky Zero Footprint Fund, with five brands awarded £250k in media value.

These Striking Nature Ads Call Out Mercedes-Benz for ‘Greenwashing 101’

A campaign from Mercedes-Benz, which juxtaposed the automaker’s logo with images of nature to promote its electric car range, has been hijacked by sustainability brand WhereFrom—following accusations of “greenwashing” by the auto brand.

Sue Frogley: Publicis Media UK Is “More Than A Supertanker”

Having just picked up the bulk of Mondelez’s global media business, Publicis Media is on a roll. We caught up with its UK CEO to creativity and entrepreneurship

Stranger Things ‘delivers $27m’ in brand placement value

Brands including Coca-Cola, Sony, Reebok, and Lacoste generated a combined $27.4m in brand placement value from Netflix’s fourth series of Stranger Things so far, new data has revealed.

Diversity isn’t just for Christmas

Christians don’t just spend money Christmas. Why would you assume LGBTQ+ people only buy products during Pride month?

Ladbrokes campaign brings a new twist to Rocky

The 90-second spot was created by Neverland.

Bafta and DCM take to the big screen to inspire next generation of talent

Bafta and Digital Cinema Media have created a campaign to inspire the next generation of film and TV lovers to pursue a career in the industry.

Crown Paints’ ‘Hannah and Dave’ ad may be sexist, but it’s also salient

While some found offence in the ad, perhaps justifiably, what’s certain is that the controversy will boost brand recognition and, ultimately, sales.

ITV expands ITVX leadership team ahead of launch

Broadcaster is set to replace its Hub with ITVX ahead of the World Cup.

The tail doesn’t wag the dog: ads on Netflix are purely a sign of the times

Connected TV revenue has been playing catch-up with changes in viewership for some time, and this gap may now be closing.

What does it take to run a ‘university of media tech and data’?

Advertising and media companies are struggling to hire people and training/development is the number-one factor holding back growth in marketing, according to a recent survey by the World Federation of Advertisers and MediaSense.

Pablo Launches Betfair Campaign For New Football Season

Pablo and Betfair have launched the next instalment of the ‘Because we’re Betfair’ platform for the 2022 football season to promote Betfair’s Popular Bet Builder product