This Week: UK Advertising in the Media 24.03.23

This Much I Learned: Les Binet and Peter Field on 10 years of the Long and Short of It 

A decade on from the launch of The Long and Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next. 

Campaign UK Agency of the Year Awards 2022: winners revealed 

Publicis agencies performed well at the AOY Awards at The Brewery in London. 

Campaign Female Frontier Awards 2023: winners revealed 

Check out all the UK winners from the Campaign Female Frontier Awards 2023, which took place at The Brewery, London. 

Pepsi goes all in on TikTok for its Champions League Final kick-off 

Senior Pepsi marketer reveals “comprehensive” TikTok activation for upcoming kick-off show. 

Now is a key moment for agreement on cross-media measurement 

The pressure for better cross-media measurement has been building and now is a key moment to agree on five common principles to meet marketers’ needs and improve the consumer ad experience.  

WARC upgrades TikTok adspend forecast by $2bn 

Video platform to defy recession with all brand categories set to increase investment this year. 

Don’t write trust in media off as ‘wokery’, warns Peter Field 

Effectiveness expert Peter Field delivered that warning within a strong business case for brands to invest in consumer trust at a conference held by newsbrands marketing body Newsworks today. 

Government TikTok ban may have ‘ripple effect’ on brands and creators, warns agency boss 

The decision to ban TikTok on devices used by Government officials could ‘spook’ brands and content creators, an influencer agency chief has said. 

What the US government needs to know about TikTok and the connected advertising ecosystem 

The US government – which has taken a number of measures to restrict or ban TikTok in the US in recent weeks – needs to understand some fundamentals about the information economy, argues UM Worldwide‘s Joshua Lowcock. 

Fatboy Slim crafts free virtual reality concert experience 

Audiences can tune in to the DJ’s immersive event on 30 March 2023. 

Cats Lose Their Cool In A&EDDB Work For Temptations 

US campaign marks Temptations’ launch into meals for cats. 

Work of the Week: 17/03/23 

The week’s most exciting selection features spots from Apple, Guinness, Gatorade, The Financial Times, and more, writes LBB’s Josh Neufeldt. 

TUI Celebrates City Breaks In New Film By Leo Burnett 

The media has been planned and bought by EssenceMediacom. 

Online advertising regulation: What is and isn’t working for marketers 

In a Westminster eForum discussion about the future of online advertising regulation, speakers from the ICO, DCMS, and IAB UK addressed some of the most pressing concerns for marketers. 

Why brands and agencies should aim to maintain responsible behaviours in challenging times 

Adland has made great progress on sustainability and diversity in recent years. Losing focus on core principles in the short-term could set this industry back. 

Coke launches ‘Create Real Magic’ AI art contest using GPT-4 and Dall-E 2 

Through March 31, artists from select countries can submit their original creations for a chance to be featured on Coke’s billboards in Times Square and Piccadilly Circus. 

Just a Drop creates longest-ever Twitter thread for World Water Day 

The campaign emulates the lengths some people have to travel just to gain access to clean water. 

How Gumtree plans to change perceptions of shopping secondhand to save the planet 

For years, the online platform has been helping people shop secondhand, locally. Now it wants to help retailers transition towards a circular economy. 

Heinz Is Using Fortnite To Push Its Environmental Efforts. We Ask Why 

Cristina Kenz, chief growth & sustainability officer for Heinz tells us why Heinz’s latest play for gaming puts soil in the spotlight. 

Dentsu: we can now marry attention optimisation with carbon reduction 

Dentsu UK&I has announced an update to its Effective Attention offer, which will now include Dentsu’s proprietary media carbon calculator data. 

Shifting from stories to substance: Here’s what’s next for sustainable marketing 

Ben Essen is global chief strategy officer at U.K.-founded creative agency Iris, where he works to drive sustainable progress within businesses, brands, and society. 

Serious Tissues “Kamasutree” by VMLY&R 

Sustainable toilet roll brand Serious Tissues releases a special edition bathroom book called ‘Kamasutree’, inspired by the famous book of love, and shows readers the different ways to love trees. 

Revealed: Campaign Best Places to Work 2023 

The 100 most desirable workplaces in adland. 

Richard Warren leaving Lloyds to join former boss at Nationwide 

He will work alongside Catherine Kehoe. 

Four broadcasters to join ITV’s ad platform Planet V 

ITV will have four partners on board its addressable ad buying platform Planet V by the end of this year, two of which are broadcasters based outside of the UK. 

Marketing isn’t advertising 

A view from Dave Trott for Campaign. 

Three marketing experts on how to achieve ‘effective share of voice’ 

The first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”. 

Mars CEO: Attacks on brand purpose are ‘nonsense’ 

Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit. 

A majority of Americans can’t name a single sustainable brand – experts explain 

Recent research from GFK found more half of US consumers couldn’t recall a single sustainable brand, writes The Drum.  

Newsbrand readers increasingly adopt a ‘sustainable ethos’ 

An overwhelming majority of newsbrand readers are increasingly adopting environmental choices in their everyday lives, a new study by newsbrand marketing body Newsworks has revealed. 

Eco-Effectiveness – is there a trade-off between a more sustainable and an effective media plan? 

Creating a sustainable but effective media plan is possible, but it requires balancing emissions, efficiency, and scalability. 

Mobsta: the Green-Fuelled Data Wizards Using their Powers for Good 

LBB’s Tará McKerr speaks to Matt Longley and James Sexton-Barrow of Mobsta: the company unlocking the power of data and championing green business for brands and agencies about what separates them from the crowd. 

Material Focus “HypnoCat” by Truant London 

A pink, fluffy, animated cat convinces viewers to recycle their electricals with a hypnotic tune. 

James Fox becomes Havas London chief executive 

Fox takes over from Xavier Rees after he took on a UK group role last year. 

‘The lights went out’: Why a flurry of brands are calling time on long-term agency partnerships 

With a number of brands parting ways with their creative agency since the beginning of the year, when is the right time to terminate a previously successful partnership and does it always lead to better ads? 

Diageo spent $527m on diverse-owned suppliers in 2022 – 65% more than year before 

Marketing boss Cristina Diezhandino updates us on the drinks giant’s diversity and sustainability agenda. 

TikTok CEO’s congressional testimony  

5 top takeaways and implications for advertisers, writes The Drum. 

TfL Encourages Passengers To Come Together And Stand Against Hate 

The VCCP campaign equips travellers with helpful intervention techniques if they witness an incident. 

How a ‘Spokesracoon’ Highlighted This Canadian Food Company’s Zero Waste Platform 

John st.’s Michelle Orlandi and Emily Ferraro, and Goodfood’s Jennifer Stahlke on working with puppets, and creating a fun campaign that didn’t feel like a finger-wag, writes LBB’s Josh Neufeldt.