Five reasons why GSK picked Publicis for its media account


GSK consolidating its estimated $1.7 billion global media buying assignment with Publicis Groupe effective next year certainly looks like one of those every-three-year, procurement-driven exercises popular among marketers based in Europe. But there's far more to it than that, says Marc Speichert, global chief digital officer for the U.K.-based marketer of such brands as Aquafresh, Theraflu and Nicorette. Here are five things to know about the decision. Publicis Groupe wasn't the low bidder Continue reading at AdAge.com

Scott Galloway: Amazon is ‘beating up’ on Google, Facebook and Apple


Scott Galloway's book "The Four" is about tech giants Google, Facebook, Apple and Amazon and how they pose a threat to just about every other business on the planet. But he's mulling a sequel, because he now thinks the first three need to fear the fourth. "Amazon is beating up on the other three wherever it intersects," said Galloway in a provocative speech to the Brandemonium conference in Cincinnati on Wednesday. Galloway, a New York University professor who is the founder of digital consultancy L2 (now part of Gartner) says Amazon is out-innovating Apple on hardware, has become the fastest-growing digital media player and outspends TV networks on original content. "Amazon has more job openings in their voice group than Google has in the entire company right now," he said. Amazon "can go into the media business and overnight be the second largest spender on original content. They will spend Continue reading "Scott Galloway: Amazon is ‘beating up’ on Google, Facebook and Apple"

Clean Break: Why J&J is enlisting teens with modest followings as influencers


Dillon Eisman, 18, runs a nonprofit in Southern California that restores damaged apparel for homeless teens. That work earned him publicity as a People magazine "Hometown Hero" last year, but Eisman still never thought of himself as an "influencer." So Eisman was surprised when a casting director reached out to him to make an audition video promoting a skincare brand. "At first I thought it was a scam," says Eisman. "It was just so random." Now, Eisman is among the teens who star in videos for Johnson & Johnson's Clean & Clearhis video alone has received more than 3.2 million YouTube views since June. Together they have helped boost Clean & Clear sales 19 percent since February, according to the company. Continue reading at AdAge.com

Google still isn’t where brands want it on verification, but it takes (and gets) credit for trying


Twenty months after Procter & Gamble Chief Brand Officer Marc Pritchard called on digital players to get accredited third-party measurement of whether ads are seen by real people in brand-safe environmentsand nine months past the deadline he setGoogle still isn't quite there. But in a blog post today, the industry heavyweight outlines its progress and touts new measures reflecting the reality that marketers and agencies are all over the place on the viewership measures they want to pay for. Is that good enough? P&G returned to YouTube earlier this year, and has kept advertising on other digital platforms, citing progress in keeping brands away from unwelcome content. News reports about ads running on YouTube videos that promoted violence, bigotry and terrorism had earlier driven many major marketers away, at least temporarily. Continue reading at AdAge.com

Revlon joins Refinery29 in unusual product collaboration


Big marketers have been collaborating with influencers to develop products for years. Now one is working with a digital media player. Revlon, in an unusual step, is collaborating with woman-focused Refinery29 to develop and launch a new line of lipstick, Make Your Mark, rolling out Wednesday. The co-development deal appears unprecedented, says Don Pettit, principal of consultancy Bingo Brand Solutions and former CEO of Mally Beauty. Continue reading at AdAge.com

Revlon joins Refinery29 in unusual product collaboration


Big marketers have been collaborating with influencers to develop products for years. Now one is working with a digital media player. Revlon, in an unusual step, is collaborating with woman-focused Refinery29 to develop and launch a new line of lipstick, Make Your Mark, rolling out Wednesday. The co-development deal appears unprecedented, says Don Pettit, principal of consultancy Bingo Brand Solutions and former CEO of Mally Beauty. Continue reading at AdAge.com

Nestle digital chief Blackshaw will head Cincinnati startup hub


Nestle's top global digital executive, Pete Blackshaw, is leaving to become CEO of Cintrifuse, a startup hub based in Cincinnati. The aim is to make his old hometown a bigger tech hub and possibly a center for more startups geared toward improving consumer trust. The move, effective in November, is a return for Blackshaw, a longtime Procter & Gamble Co. marketing executive who in 2000 led Cincinnati startup Planetfeedback. That ultimately became part of Nielsen, where Blackshaw was a Cincinnati-based executive until he joined Nestle in 2011. Based in Vevey, Switzerland, he was Nestle's VP for digital innovation and service models. Among other things, Blackshaw led Nestle's Digital Acceleration Team and established a Silicon Valley Innovation Outpost and Henri@Nestle open-innovation platform. Cintrifuse is part startup accelerator and part venture capital fund of funds, using investments in other venture funds in efforts to get them involved with Cincinnati's startups. It also Continue reading "Nestle digital chief Blackshaw will head Cincinnati startup hub"