Coca-Cola Great Britain Launches ‘Round In Circles’ Campaign To Encourage Recycling

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Coca-Cola Great Britain has launched a multi-brand ad campaign called “Round in Circles” to raise awareness about its 100 percent-recyclable packaging initiative.

The campaign includes print and out-of-home (OOH) with a focus on transport centers, and will coincide with Recycle Now’s Recycle Week, which Coca-Cola will support by turning the Coca-Cola London Eye green on Wednesday. Creative for the campaign incorporates various different Coca-Cola brands.

The campaign’s message is simple: all Coca-Cola Great Britain bottles are recyclable, and if recycled, can be made into new bottles. Coca-Cola’s aim is to encourage more consumers to recycle and highlight its commitment to helping develop a “true circular economy for its packs.” 

Coca-Cola Great Britain’s marketing director, Kris Robbens, said that the company’s goal is to use more recycled materials across all of their packaging, and hopes that the “Round in Circles” campaign will push them closer to fully sustainable packaging.

One of the founding UK Plastics Pact members, Coca-Cola has been working on its sustainable packaging strategy since 2017. To start, it changed its Sprite bottle from green to clear to make it easier to recycle into a new bottle. Over the next few months, the company’s GLACÉAU Smartwater will be its first brand to move to 100 percent recycled plastic in its bottles. Coca-Cola has also increased the amount of polyethylene terephthalate (PET)—a highly recyclable plastic resin— used in its plastic bottles to at least 50 percent, making Coca-Cola the largest user of recycled PET plastic in Great Britain.

Last week, Coca-Cola announced it will no longer use plastic shrink-wrap across multipack cans sold in Great Britain. Instead, the company will use 100 percent recyclable, sustainably sourced cardboard. This means more than 30 million packs will use cardboard instead of plastic, resulting in 4,000 tons saving of plastic across Western Europe.

Tiffany & Co. Opens Immersive Shanghai Exhibition As Part Of Mainland China Strategy

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After two years in the making, Tiffany & Co. opened its first-ever experiential exhibition in Shanghai called “Vision & Virtuosity” to appeal to its large and important social media-savvy consumer base there. The multilevel exhibition—housed in the culture and arts building, Fosun Fondation—showcases the company’s 180-year history through six themed rooms, or “chapters.”

To reach the first room, “Blue is the Color of Dreams,” a room dedicated to colored gemstones, visitors must enter through a hall of mirrors. There, Tiffany & Co. incorporated mural work from local contemporary artist, Ran JiWei. 

“The World of Tiffany,” highlights the intersection of the brand and pop culture. On display is a ruby-and-diamond clip which John F. Kennedy gave to Jackie Kennedy Onassis as a push present in 1960 and a diamond-and-sapphire brooch that Tiffany & Co. gifted to Elizabeth Taylor in 1965.

In chapter three, visitors experience some of the jewelry designs featured in the Tiffany blue book, which, in 1845, became America’s first mail-order catalog. Signature pieces spanning about two centuries as well as vintage Tiffany blue books can be viewed.

Tiffany & Co. is also giving its guests a glimpse of how and where its stones are sourced and mined in the “Love” room, where eight signature engagement settings are featured. 

Many moments within the exhibition were set up to encourage social media posting. The “Love” room, for example, includes walls lined with interactive screens on which guests can write messages and a lit selfie station. Additionally, situated at the end of the exhibition is an oversized Tiffany & Co. ring box chair.

Lastly, a room dedicated to the 1961 film Breakfast at Tiffany’s reveals never-before-seen images of Audrey Hepbrun filming scenes at the New York City Tiffany & Co. flagship. Also on display is Hepburn’s original script and clips from the movie in which the brand’s jewelry appears. Tiffany & Co. merged its cinematic history with Chinese contemporary art with a sculpture of the little black dress Hepburn wore in the movie. Li Xiafeng, the sculptor who’s partnered with Lacoste and Louis Vuitton, created the dress via his broken porcelain technique using shards from the Song Dynasty.

The “Vision & Virtuosity” exhibition is key to Tiffany & Co.’s mainland China strategy and comes at a time when, by 2025, Chinese consumers will account for 44 percent of the global luxury market.

This week, Tiffany & Co. opened the doors to its first Blue Box Café in Asia at its Hong Kong flagship store. The interior matches the brand’s signature robin’s egg blue and will serve treats to guests on the brand’s silverware and flatware.

Twitter Suspends Another 10,000 Accounts For Spreading Political Disinformation

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This week, Twitter discloses another comprehensive archive of state-backed information operations, Snapchat publishes a report on Gen Z’s engagement with brands and Facebook announces the expansion of three interactive ad formats. 

Earlier this week, Instagram added restrictions on diet and cosmetic surgery ads, YouTube brought Masthead to the TV screen and Facebook launched second-generation Portal devices with access to WhatsApp.

Twitter Publishes New Data To Archive Of Information Operations

This week, Twitter disclosed the removal of another 10,112 accounts that were spreading political misinformation. 

Why it matters: With the initiative, Twitter aims to limit the spread of misinformation and bring more transparency to political conversations on the platform. 

“We see [the removal] as a necessary and vital step to regularize our transparency work in [the state-affiliated information operations] area, and to encourage more third-party investigation of these behaviors online,” the company said in a blog post dedicated to the news about disclosure. 

The details: The accounts suspended originated from the following six countries: United Arab Emirates and Egypt (273 accounts removed), Saudi Arabia (six accounts removed), Spain (265 accounts removed), Ecuador (1,019 accounts removed), China (PRC)/Hong Kong (more than 200,000 fake accounts removed).

Snapchat Publishes Study On Gen Z’s Approach To New Brands

Snapchat’s new report, conducted in partnership with CASSANDRA, finds that 28 percent of Gen Z’ers first heard about a new brand from friends and family.

Why it matters: The study dives into how the largest global generation interacts with brands, so marketers can find ways to better respond and approach conversations on social media with young consumers more effectively. 

The details: According to the survey:

  • 28 percent of participating Gen Z’ers first heard about a new brand from friends and family, which was especially true for retail, entertainment, fashion and technology brands
  • Nearly three in four (73 percent) participants said they would be interested in a new brand if their friends were talking about it
  • Two-thirds (65 percent) said they would be interested if a brand that’d create a unique experience for them and their friends to attend 
  • 35 percent of respondents said they go on a company’s website when familiarizing themselves with a new brand
  • Gen Z are more likely to share positive, rather than negative, brand experiences, as 46 percent said they’ve shared a positive experience at a store, and 40 percent said they recently shared a good customer service experience with their friends or family.

Facebook Announces Three New Interactive Ad Formats

Right on time before Advertising Week New York 19 opens next week, Facebook is announcing the expansion of three interactive Facebook ad formats.

Why it matters: The expanded initiative will provide more ways for marketers to engage with audiences on the platform. 

Eric Eckstein, senior director, digital marketing, at E! Entertainment said in a statement, “E! continually seeks deeper ways to connect with viewers. The launch of Facebook poll ads was an exciting opportunity for us to use media in a fun and interactive way ahead of the season 4 premiere of Total Bellas. Giving fans an opportunity to engage with the show helped us create meaningful interactions that drove success throughout the season.” 

The details: According to the social media giant, poll ads (which are already available for Instagram Stories) are being moved to the main feed of the Facebook mobile app. Also, the AR ads that have been in testing for some time are moving into open beta this fall. And finally, beyond gaming companies, Facebook is making playable ads available to all advertisers.

Instagram To Add Restrictions On Diet And Cosmetic Surgery Ads

Instagram will implement new restrictions on posts about diet products and cosmetic surgery, The Evening Standard reported. 

Why it matters: For certain companies, this means limited access to advertising on the platform. 

“The policy means that posts promoting products such as diet teas with a caption like ‘this helped me to lose 10 pounds really fast’ with a discount code to purchase will be removed,” The Evening Standard writes. 

The details: The posts will no longer be allowed under Instagram’s community guidelines and users will have an option to report those that violate new guidelines. In addition, Instagram will be restricting posts for users under 18 years old that promote certain weight loss products or cosmetic procedures and include incentivizing language. Instagram will also be removing posts to all users that make a “miraculous claim” about certain diet or weight loss products and linked to a commercial offer, such as a discount code. 

RBC: Snapchat Isn’t So Appealing To Advertisers 

According to The Wall Street Journal, a recent RBC advertising survey discovered that despite the fact that advertisers are heavily investing ad dollars in social media marketing, Snapchat’s appeal to them might be limited. 

Why it matters: RBC’s survey demonstrated that Snapchat ad spending remained the lowest among all platforms surveyed, even though future spending intentions on Snapchat have improved (September versus April). 

The details: The researchers found that 95 percent of participating advertisers said they are spending on social platforms with 54 percent of those allocating more than 20 percent of their ad dollars to the category, which makes this number a record high across the past 14 semiannual surveys RBC conducted. However, 76 percent of all survey participants indicated they didn’t advertise on the Snapchat platform.

Study: One Third Of Users Buy Directly From An Instagram Ad

Per a study from VidMob, about 60 percent of Instagram users have followed a new brand after seeing an appealing ad and made a purchase. 

Why it matters: VidMob’s survey findings suggest that Instagram shoppable ads are generating a solid rate of direct sales for advertisers and that it is a suitable platform for product discovery (especially true for fashion and beauty products). 

The details: According to the study:

  • Four out of 10 people who see a product they like on Instagram do additional research on it within the app 
  • 60 percent of respondents said they research products in other apps or websites
  • Gen Z’ers showed the highest tendency to buy via an ad
  • Women ages 35 to 45 showed the lowest tendency to buy via an ad
  • Men were found to be 10 percent more likely to buy through the social app compared to women 
  • 81 percent of women and 75 percent of men said they had purchased from an unfamiliar brand. 

Nielsen Social Content Ratings Adds Instagram To Talent Promotion Measurement 

Nielsen Social Content Ratings announced that it will now measure the talent’s promotion of TV programs on Instagram, in addition to already measuring the metric on Facebook and Twitter.

Why it matters: The update will allow Nielsen Social Content Ratings to measure talent’s social TV promotion on a larger scale, and thus, help, marketers and creators make more effective and informed decisions about their marketing efforts on Twitter, Facebook and Instagram. 

The details: According to Nielsen Social Content Ratings data, more than 6,000 talent accounts published over 164,000 pieces of social content during the 2018 TV season, driving more than 170 million engagements for TV programs. 

Also, according to Nielsen, talent now drives nearly 60 percent of social engagements for TV shows.

Study: There Is A Decrease In Social Media Use Among Millennials And Gen Zers 

The Social Habit study, a yearly report from Edison Research and Triton Digital, discovered that millennials and Gen Z are using social media less, MarketingProfs reports.

Why it matters: The data suggests that it is important for marketers to look for new strategies to earn the attention of millennials and Gen Z on social media platforms and secure their loyalty. 

The details: Per the researchers:

  • Facebook usage dropped from 79 percent in 2017 to 62 percent in 2019
  • Twitter usage dropped from 36 percent to 29 percent
  • Pinterest usage dropped from 36 percent to 31 percent
  • LinkedIn usage is down from 23 percent to 21 percent
  • The only social network with stable usage is Snapchat, which neither grew nor declined from 2017 to 2019
  • The sole network that’s registered usage growth among Americans 12-34 over the last two years is—you guessed it—Instagram. Usage is up just 2 points, from 64 percent in 2017 to 66 percent in 2019.

Google Brings YouTube Masthead To The TV Screen

Google announced that the company is bringing the YouTube Masthead to TV screens.

Why it matters: This means that marketers can now reach their target audiences right when they open the YouTube app on their TV—as they discover new content and engage with it.

“The Masthead will autoplay for viewers after a few seconds on all compatible devices. This, coupled with the home feed placement, means brand creatives will be front and center of the YouTube app experience on TV screens,” the company said in a blog post announcing the initiative. 

The details: YouTube Masthead on TV screens can be purchased on a cost-per-thousand (CPM) basis, with an ability to customize the audiences marketers want to reach with their ads. It can be purchased as part of a cross-screen or single-screen Masthead buy.

Similar to CPM-based Mastheads on the desktop and mobile home feed, Masthead will be available as a reserved placement to help brands drive the visibility they need around important dates and specific events.  

Facebook Releases Second-Generation Portal Devices 

Facebook announced three new Portal gadgets, including two smaller versions of its flagship video chat device. The new devices are cheaper, smaller and support WhatsApp.

Why it matters: Andrew “Boz” Bosworth, the head of augmented and virtual reality technology at Facebook said that “Facebook will use [general] Portal behavior, such as how often [people] use its calling features or its streaming video apps, for ad targeting,” which means marketers will have access to this information and will be able to use it in their marketing efforts. 

The details: Also, for the new Portal devices, Facebook added a new way to connect through WhatsApp, beyond Messenger calling. “All WhatsApp calls on Portal are end-to-end encrypted,” Facebook stressed in a blog post. 

The new Portal screens will begin shipping October 15th, and Portal TV will come out on November 5th. Facebook is also bringing Portal to more countries; the products will be available for purchase in Australia and New Zealand, the UK, France, Italy and Spain.

Twitch Acquires An Internet Games Database Company 

Twitch is reportedly acquiring IGDB, the Internet Games Database, dedicated to collecting and combining information about games. 

Why it matters: With the acquisition, Twitch is aiming to improve its search abilities and better point the platform’s users to the right content. 

The details: A Twitch spokesperson told TechCrunch: “Millions of people come to Twitch every day to find and connect with their favorite streamers and communities, and we want to make it easier for people to find what they’re looking for. IGDB has developed a comprehensive gaming database, and we’re excited to bring them on to help us more quickly improve and scale search and discovery on Twitch.”

Per TechCrunch, IGDB was founded in 2015 by Christian Frithiof and is based in Gothenburg, Sweden. The company sources its content through community contributions and automation. 

Facebook Shares Updates On Combating Hate And Extremism On The Platform 

Facebook published a blog post, dedicated to a series of updates and shifts that improve how the company fights terrorists, violent extremist groups and hate organizations on Facebook and Instagram. 

Why it matters: The initiative comes as a response to the tragic terrorist attack in Christchurch, New Zealand, and its goal is to help avoid such incidents in the future and create healthier and safer environment on the platform for users and businesses. 

The details: The updates include an improved detection and enforcement system, updated policies related to hate and extremism, resources to exit hate groups (such as Life After Hate), an expansion of safety and counterterrorism experts and finally, Facebook’s re-commitment to transparency. 

Study: Marketers Overspend On Facebook News Feed, Underspend On Instagram

According to a new study conducted by social media marketing platform Socialbakers, over 60 percent of ad spending on Facebook’s apps is dedicated to its News Feed. 

Why it matters: The study of more than 140,000 brand profiles on Facebook and Instagram suggests that media spending may be over-concentrated on Facebook’s News Feed. In fact, about 30 percent of media spending goes to non-performing content that earns a “C” or “D” for quality. This suggests that marketers would benefit from shifting some ad spend from Facebook to Instagram.

The details: According to the study data, Facebook’s News Feed receives more than half of media spending, while only 20 percent goes to the Instagram Feed and as little as about 10 percent is then divided among Instagram Stories, Facebook Suggested Video and Facebook Instream Video. 

It is also important to note that per the study, mobile is the most critical channel for brands, with ads seen on mobile devices 95 percent of the time, compared to only five percent on desktop. 

Pinterest Adds Shoppable Pins To Visual Search Results

Today, Pinterest announced the new improvements to its Lens product and the launch of shoppable Pins on visual search results. 

Why it matters: The improved Lens is intended to help users find what they’re looking for with more ease and with shoppable Pins, conveniently shop the product without leaving the app. 

The details:

  • New and improved Lens camera search: a new Lens design makes it easier and faster to take a photo or quickly upload a photo from a camera roll; 
  • Visual search update: when people use Lens within a fashion or home Pin to hone in on a specific product or object, they’ll see shoppable Product Pins (Pins with the current price and a direct link to checkout on the retailer’s site) along with visually similar ideas to try or buy. 
  • Pincodes: Pincodes—Pinterest visual search-enabled QR codes are used by brands around the world to connect offline and online retail experiences. 

Snapchat Rolls Out A Political Ads Library Ahead Of The 2020 Election

Snapchat launched “Political Ads Library” for 2020 candidates, CNN reports.

Why it matters: As social media are heavily utilized as political campaign tools, Snap follows in Facebook and Twitter’s steps and makes political ads available in a public database, which is important for fair and transparent elections. 

The details: The new library is available as a downloadable spreadsheet and makes all political and issue-based ads on Snapchat visible to public. 

“At Snap we strive to create a safe, transparent, and trusted platform for our users. Our Political and Advocacy Ads Library is one of the many efforts we’ve taken in doing that. This gives the public an opportunity to find out details about all political and advocacy advertising running on our platform,” the company said. 

Twitter Takes Action Against Account Abuse

The social media company shared a blog post, reporting on the progress on making Twitter free of abuse, spam and other distractions from the active public conversation.

Why it matters: Healthy, abuse-free conversations on the platform boosts user engagement and create a safer environment for brands. 

The details:

  • 38 percent of abusive content that’s enforced is surfaced proactively to Twitter teams for review instead of relying on reports from people on Twitter.
  • 16 percent fewer abuse reports after an interaction from an account the reporter doesn’t follow.
  • 100,000 accounts suspended for creating new accounts after a suspension during January-March 2019––a 45 percent increase from the same time last year.
  • 60 percent faster response to appeals requests with Twitter’s new in-app appeal process.
  • 3 times more abusive accounts suspended within 24 hours after a report compared to the same time in 2018.
  • 2.5 times more private information removed with a new, easier reporting process.

Facebook Rolls Out Updates For Video Creators And Publishers

In a recent blog post, following the announcement at the International Broadcasting Convention (IBC) in Amsterdam, the social media giant shared important updates to “Live,” “Watch Party” and “Creator Studio” features.  

Why it matters: The initiative promises to benefit creators and publishers by allowing them to prepare for and simulcast live broadcasts, make better use of “Watch Party” events, utilize new metrics to track video performance, as well as a new option to schedule Instagram/IGTV posts for up to six months’ in advance.

The details: Per Facebook, the new updates include: 

  • “Live: Rehearsals, trimming, extended duration, simulcasting via the Live API, and global availability of Live on Facebook Lite.
  • Watch Party: Scheduling, replay, new metrics, branded content and global availability of Live Commentating. 
  • Creator Studio: A new visualization in Loyalty Insights, a new Distribution metric, 13 new languages for auto-captioning, and the ability to publish and schedule content for Instagram Feed and IGTV.”

Facebook Expands “Today In” Nationwide 

After starting the test for “Today In” back in 2018 in six cities in the US, Facebook announced the expansion of the initiative to more than 6,000 cities and towns nationwide. 

Why it matters: Facebook’s goal with “Today In” is to keep the platform’s users updated on happenings in their communities, allowing publishers to create more content, and thus, improve engagement on the platform. This goal is reasonable, as per the company, “there are now over 1.6 million people who have opted in to receive regular local updates from Today In within News Feed.”

The details: The feature can be accessed via in-feed prompts or Facebook apps listing; and the list of cities and towns where “Today In” is already available can be found here. 

Facebook has built a dedicated “Today In” dashboard, allowing publishers to see which of their articles are appearing on “Today In,” in reverse chronological order, with a list of the communities where each article is appearing. This was done in response to publisher demand for more transparency, visibility, and control over the way in which content is displayed in the feature.

Also, Facebook said in a blog post: “Over the course of testing this product, we have gained valuable feedback through regular conversations with news publishers. To improve the quality of the content we show on ‘Today In,’ we have started to limit access to the news section to publishers who are registered with our news Page index. We’ll complete that process by the end of the year.” 

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, September 20. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at editorial@alistdaily.com.

Can Twitter Reinvent Itself To Support Influencer Marketing?

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Originally published on ION.

(Editor’s note: AList is the publishing arm of Ayzenberg Group. To get up to speed on the rapid changes affecting the influencer marketing landscape, click here.)

Twitter released a study that examines how 75 UK sub-communities use the platform to drive conversation and what inspires them to engage with brands. The data shows that 93 percent of Twitter community members are open to brands collaborating with them, if done correctly. 

Compiled in partnership with Jaywing and We Join The Dots, the findings are based on behavior within four influential Twitter micro-communities—health, music, football and gaming. Marketers will find the most success with these Twitter micro-influencers by offering support to their causes. This entails helping amplify awareness of key issues, funding grassroots activities and showing support that justifies the community’s interests. 

How a brand’s support should be directed varies across the communities analyzed in the study. For example, members in the health community want to see brands spread awareness and challenge perceptions. In gaming, marketers can utilize these micro-influencers by collaborating with gamers and sponsoring eSports. The music micro-community wants to see brands back emerging artists and local venues. 

“Over the last few years Twitter has worked hard to clarify its purpose for brands and advertisers. Ten years ago, everything was about followers, virality, and engagement [. . .] and we needed to rediscover Twitter’s unique purpose amongst our peers,” said Dara Nasr, managing director of Twitter UK.

Data from the study, “Flocks: Finding and understand communities on Twitter” was sourced from a combination of online diaries in each community, in-depth interviews, cultural analysis and a quantitative survey of 1,500 profiles.

By offering brands this insight, Twitter is trying to replant itself within the journey of someone’s everyday life—where are folks interacting with Twitter and how are they interacting? Taking a closer look at the conversations happening there helps marketers figure out where to slot them into their own consumer journeys.

In general, Twitter’s ability to start a trend and make tweets go viral is valuable for getting eyes on brand activations and product launches, but will tapping small but influential Twitter members lead consumers to action? For example, while pithy tweets are sticky, the character limit hinders brands’ abilities to story tell which is one reason Twitter has historically played a small supporting role in brand campaigns. 

With the exception of Popeyes and Wendy’s—who’ve found the Twitter marketing sweet spot—today’s business-to-consumer (B2C) brand needs a platform that can sustain influencer marketing initiatives, which as of late, it hasn’t. Beyond the ease with which companies can handle customer service via Twitter, the platform has remained a place for driving immediate conversation. 

Still, Twitter’s influencer sphere has pull with consumers. Last year, Twitter reported that 40 percent of its users have made a purchase as a direct result of a tweet from an influencer—though they didn’t define influencer. Comparatively, 60 percent of Instagram users say they seek out and discover new products on the app.

The more help that a Twitter community needs, the more open it is to brands getting involved, according to the research. If they’re to successfully tap these micro-influencers, marketers must prove their genuine support of a community in the form of money or participation

A niche video game or niche sport where there’s a ton of active dialogue happening, for example, could benefit from a Twitter-based influencer initiative. The tricky part for brands, however, will be coming across as genuine.

Tacking on FTC requirements, like #sponsored or #ad, takes away from the authenticity of the conversation. Given it’s hard to have an authentic conversation that is also sponsored by a brand, it’s important for brands to make sure the influencer marketing system feels natural.

Instagram’s shoppable content gives brands greater power when implementing an influencer campaign as it provides analytics on product page views and tag clicks, giving brands the insight to tweak strategy accordingly. The checkout feature, launched earlier this year, allows users to remain in the app for a seamless shopping experience, making Instagram’s ecommerce influence undeniable. 

Twitter saw a 50 percent increase in ad engagement from October 2017 to October 2018. Recently, it launched an Agency Playbook which includes tips on how businesses can use the platform to boost discovery and improve tweet performance. 

Whether Twitter will ever evolve into a platform that can back influencer initiatives remains to be seen, but for now, brands should keep their eyes peeled for opportunities within the micro-communities while also experimenting with them before inking any deals.

Melissa Selcher Promoted To CMO At LinkedIn

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This week in the world of marketing moves, Melissa Selcher replaces Shannon Brayton as chief marketing officer at LinkedIn, Keith Weed joins the board at WPP,  CBS selects Mike Benson as their new chief marketing officer, BET Networks names Kimberly Paige as EVP and CMO, Paramount hires Apple’s Danielle De Palma as EVP of domestic marketing and former Patrón Spirits and Grey Goose global CMO Lee Applbaum joins Surterra as chief marketing officer. Check back throughout the week for more updates.

Melissa Selcher To Replace Shannon Brayton As LinkedIn CMO

PR Week reports that Melissa Selcher is due to replace Shannon Brayton who is retiring from her position as chief marketing officer at LinkedIn.

The appointment of Selcher, who most recently served as VP of brand, communications and social impact, will be effective next year. She began at LinkedIn in the role of VP of communications and worked previously as VP and chief communications officer at Cisco Systems.

Keith Weed Takes A Spot On WPP’s Board

Newly retired veteran marketer Keith Weed will join WPP’s board as a non-executive director on November 1st, The Drum reports.

Weed, a world-renowned marketer and Forbes’ “most influential CMO” three years in a row, spent the last nine years as Unilever’s CMO and CCO. He is currently president of the UK Advertising Association and a member of several advisory boards, including that of Business in the Community, McLaren F1 and Grange Park Opera.

Moonpig Appoints Kristof Fahy As CMO

Gifting retailer Moonpig has named Kristof Fahy as chief marketing officer, according to reporting from Campaign.

Fahy most recently served as chief marketing officer at Checkatrade and also spent five years in the CMO position at William Hill.

Acoustic Names Its First CMO

Marketing cloud platform Acoustic has named its first chief marketing officer. 

Norman Guadagno joins the company from Carbonite, where he was SVP of marketing.

In Acoustic’s press release announcing the hire, Guadagno “helped [Carbonite] transition from a respected B2C brand to a leading B2B brand by leading the marketing integration of multiple acquisitions, driving double-digit pipeline and revenue growth and building a scalable B2B demand generation engine.” He also counts positions at Boeing, Nike and Microsoft in his two decades of experience as a marketer and strategist.

HSA Bank Appoints New SVP, CMO

Stephanie Meyer was named senior vice president and chief marketing officer at Milwaukee-based health savings account administrator HSA Bank.

Meyer ran her own consulting firm before joining the HSA Bank team, which worked with organizations like the American Medical Association. Prior to that, she served as CMO at Connecture. 

She brings more than 20 years of experience as a leader in healthcare and financial services to the appointment.

CBS Names Mike Benson CMO; CBS Marketing Head To Step Down

Mike Benson has joined CBS as president and CMO, while George Schweitzer, who has led CBS’ marketing since 1994, has been named chairman of CBS marketing. 

Schweitzer will step down to become a special advisor to CBS in this Spring.

Benson, who has been with Amazon since 2015, previously oversaw marketing for the ABC Entertainment Group as part of his 12 years with Walt Disney Co.

These latest executive shifts come at a time of deep leadership restructures as Viacom and CBS become reunited as part of the merger between these two corporations.

BET Networks Hires Kimberly Paige As EVP, CMO

Kimberly Paige is joining Viacom’s BET Networks as EVP and CMO, reports Deadline.

Paige has experience in marketing positions at Coca-Cola, Coty and Sundial brands and fills the position as BET Networks plans to unveil their BET+ streaming service this week.

Paige said of the role, “I’m honored to join BET Networks as we build upon the unapologetic service to the Black community alongside a legacy of delivering compelling content, experiences and engagement across the globe.”

Paramount Pictures Names New Domestic Marketing EVP

Deadline reports that Danielle De Palma has been named EVP of domestic marketing at Paramount Pictures. 

De Palma previously served as a senior executive at Apple overseeing video marketing, and prior to that was EVP of worldwide digital marketing and research in theatrical marketing at Lionsgate.

Surterra Wellness Enlists Lee Applbaum As CMO

Cannabis purveyor and lifestyle wellness brand Surterra announced today that Lee Applbaum will join their leadership team as chief marketing officer. 

Applbaum comes from Bacardi Global Brands Limited where he held the position of global CMO for Patrón Tequila and Grey Goose Vodka.

According to the press release announcing his new role, Applbaum received an Adweek Brand Genius award for in 2018 was awarded Business Insider’s “Most Innovative CMO” award.

Casey Richards Named SVP Of Marketing And Innovation At Maple Leaf Foods

Food product producer Maple Leaf Foods has named Casey Richards SVP of marketing and innovation at Maple Leaf Foods. 

Richards will lead the company’s innovation efforts while overseeing the pastry business, a continuation of his duties from his tenure as the company’s VP and GM of pastry.

MedPower Hires Former SiriusXM Executive

MedPower, a cloud-based learning service provider, has tapped former SiriusXM marketer Matt Downing as its chief marketing officer. 

Prior to his post at SiriusXM, Downing served as VP of marketing at DIRECTV.

In a statement announcing the appointment, MedPower’s CEO noted that Downing’s “expertise in customer acquisition, retention and content marketing will enable MedPower to take full advantage of the fast-growing opportunities we see in the Healthcare industry and beyond.”

Check out our careers section for executive job openings and to post your own staffing needs.

Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, Septenber 20. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.

Job Vacancies 

Global CMOPopeyes Louisiana Kitchen, Inc. Miami, FL
Vice President, Film MarketingNew York UniversityBrooklyn, NY
Chief Communications And Marketing OfficerUC San DiegoSan Diego, CA
Senior Vice President Of MarketingClear Channel OutdoorNew York, NY
SVP–Creative MarketingWalt Disney TelevisionBurbank, CA
Vice President, Marketing Int’l International Distribution And ProductionsSony Pictures Entertainment Inc.Culver City, CA

Make sure to check back for updates on our Careers page.

Hornitos Tequila Extends ‘A Shot Worth Taking’ Campaign To Elevator Pitch Contest

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Hornitos Tequila is giving entrepreneurs a chance to make their business goals a reality with an elevator pitch contest, “A Shot Worth Taking,” in collaboration with Chicago Ideas, a non-profit platform for innovators. 

During Chicago Ideas Week, “change-makers and shot takers” 21 and over will pitch their ideas to a panel of three industry leaders for the duration of a 40-floor elevator ride and try to convince them that their pitch is worthy of a $10,000 grant, courtesy of Hornitos Tequila. 

Five selected finalists will proceed to the next round in which they pitch their ideas to a live audience during a branded Hornitos Tequila networking event on the 40th floor. In the end, two entrepreneurs will walk away with $10,000 each.

Now through October 4, interested entrepreneurs can apply by emailing a 300-word description about their business idea to the public relations firm representing the event. Chicago Ideas and Hornitos Tequila will assess entries based on entrepreneurial spirit, originality and idea viability. 

Fans who are 21 years and older can also attend the event with a $15 ticket to donation to Chicago Ideas, and cast their vote for the final two winners.

The pitch contest will take place on October 16 from 4 p.m.-6 p.m.

Hornitos Tequila created the “A Shot Worth Taking” campaign in 2017 to coincide with its 1950 launch and Mexican Independence Day. Digital and online video ads for the campaign featured several young adults starting their own ventures who Hornitos scouted from crowdfunding pages. In return for their participation in the videos, Hornitos provided financial support to each. The campaign is rooted in the brand’s founding principle that nothing great ever happens without taking a risk.

In the spring of 2018, the brand launched the campaign’s first television spot, 30- and 15-second versions, featuring risk-takerHornitos Tequila s who leave their comfort zones to pursue meaningful goals, such as performing on stage or quitting a job they dislike. The spots aired through the summer.

Joseph Jaffe: Can We Save The Corporation?

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During this episode of “Marketing Today,” I interview Joseph Jaffe, co-founder at the HMS Beagle, author, consultant, keynote speaker and thought leader on marketing and change. Jaffe’s current book, “Built to Suck: The Inevitable Demise of the Corporation…and How to Save It?” addresses the ideas behind why companies are heading towards a collision course with their demise. Jaffe provides tangible ways to address how survival is a gift to right the wrongs to achieve preservation in our capitalist system. 

Jaffe talks about the failing of business models and why marketing has to get better and do so extremely fast. He notes that marketing alone may not be enough to save corporations and that capitalism itself need to evolve, too. Jaffe also breaks down what he feels are the four pillars of how not to suck, which include digital disruption, talent resurrection, customer obsession and corporate citizenship. Digital was always meant to disrupt and turn businesses on their heads. 

Jaffe talks about the HMS Beagle and its mission statement to help people adapt, “when we talk about digital, social and innovation and start-ups, at the end of the day, if you had to try and find one common thread that runs right through, it would be the ability to change.” 

He discusses how companies lose their competitive edge when they are scaling with such a huge global footprint that they struggle to adapt quickly, “‘overhead, in and of itself, has become this cement block that is kind of dragging us down to the bottom of the ocean.” He also talks about how “losing money is the enemy or at least the foil of short-term ROI,” and why meetings that are only creating more meetings without creating tangible solutions are filled with “oxygen invaders” that aren’t adding anything, and instead, are slowing down the process. 

Highlights from this week’s “Marketing Today”:

  • Where did Joseph start, and how did he get to where he is now? (01:55)
  • Why this book and why now? (05:32)
  • Are growth and scale a strength or a weakness? (11:03)
  • What does he mean by age, the nature of public ownership and culture? (18:57)
  • Joseph talks about short-term return-on-investment. (26:48)
  • What are the four pillars of not sucking? (30:24)
  • What is the survival planning canvas, and what value does it provide to companies? (37:10)
  • What should marketers do and not do these days? (43:01)
  • Is there an experience in Joseph Jaffee’s life that has defined who he is today? (48:03)
  • Do they have a Nando’s in London? (50:30)
  • What advice would he give to his younger self? (51:42)
  • What fuels Joseph to keep going in his career and life? (54:32)
  • Are there brands that he thinks we should pay attention to? (57:06)
  • Are there brands that he thinks we should pay attention to? (57:06)

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

13 Important Branding Lessons From The Top Four Ecommerce Giants

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Originally published at AW360 by Katie Lundin.

Simply showing up online with a business website isn’t enough to guarantee success.

Ecommerce giants Apple, eBay, Craigslist and Etsy seem to have cracked the code. Together, they brought in total revenues of over $275 billion in 2018. They are successful businesses and successful brands.

You may notice some notable companies missing from our list. We recently wrote about 19 important branding lessons from the top five U.S. retailers, including Amazon and Walmart.

The most successful ecommerce businesses know that their brand identity and brand is everything.

We’ve studied what these four ecommerce brands are doing right and cultivated a list of 13 actionable branding lessons that can help your business.

eBay

Evolve to stay relevant.

In today’s fast-paced digital world, technologies and trends often become obsolete before we’ve even had a chance to understand them. Online businesses that stand the test of time are relatively rare. And, this makes eBay a bit of an ecommerce unicorn.

When eBay was founded, it was one of the first businesses to take advantage of one of the internet’s greatest strengths–connecting people with similar interests across vast distances. The ecommerce auction platform allowed people with niche interests to find other people with the same interests–and buy their stuff.

No longer just an auction site, eBay introduced the “Buy it No” option in 2000. And, as the years passed, sellers started opening eBay shops that were truly dedicated to ecommerce instead of simply unloading a few unwanted items.

Today, eBay is taking steps to elevate their overall user experience.

They’ve introduced guaranteed shipping times, personalized homepages, price match guarantees, instant selling and a line of shipping supplies for sellers.

By evolving to provide a more competitive user experience, eBay’s brand has managed to stay relevant and thrive.

What You Can Do:

  • Collect feedback from your customers and prospects to learn what elements of your brand are misaligned or lacking. Prioritize improving these elements as your business grows.
  • Keep an eye on your competition–are they offering a bigger, better, or different experience than you? Step up your game to remain relevant – don’t be afraid to take your own unique direction.
  • Develop a brand that allows you to evolve. Company names like “Just Tables” or “Headphone Hut” will limit your ability to evolve and grow as new opportunities arise. For more on this, read Why And How To Rename Your Business.

Craigslist

If it’s not broke, don’t fix it.

As impressive as eBay’s longevity has proven to be, Craigslist’s epic success is even more remarkable.

The most striking aspect of the Craigslist brand? The online classified site’s interface has remained mostly unchanged since it debuted in 1995. No one could call Craigslist a beautifully designed website –even in 1995. But, it is functional and user-friendly.

The Craigslist brand is defined by simplicity and user-friendly interface. This is not an accident. As Craigslist founder Craig Newmark explains, “The design of Craigslist originated in my observation that people want something that is functional, effective, simple and fast. That design philosophy has been maintained throughout.”

And so, Craigslist continues to thrive–in defiance of the common wisdom that sleek design is best.

What You Can Do:

  • Stick to your brand identity–consistency gives your audience time to get to know and like your business. As we strongly advised in our comprehensive guide on how to start a business, be sure your brand identity is consistent everywhere you show it visually, including on your website and in your marketing materials.
  • Identify the elements of your brand that resonate most positively with your audience. Those are the elements to hold onto as your brand evolves.
  • Work to create a strong brand identity when you start your business and strive to constantly improve it. When you develop your brand identity, be sure you get a custom logo for your business and not a template-based logo or generic design. You don’t want your business brand to look like thousands of other, unappealing businesses.

Etsy

Human connection has value.

Consumers know of Etsy as a marketplace for hand-crafted goods. Etsy products are sought after because they’re made with a human touch in the midst of an impersonal, machine-dominated society.

Product uniqueness alone can’t account for Etsy’s appeal. It’s the story behind the product – the human connection to the product that makes each hand-made item sold on Etsy truly special.

What You Can Do:

Apple

Embrace your tribe.

People who use Apple products tend to be incredibly devoted. When new Apple products debut, they garner huge amounts of speculation and press. And, YouTube explodes with new unboxing videos.

But, what drives this rabid devotion?

Apple creates great products to be sure. But Apple has also successfully established its brand as a status symbol. The Apple logo doesn’t only indicate that you use a particular product. It also communicates that you’re a member of the Apple community.

As Shaun Morgan, a branding writer at Bynder points out:

“The air of premium exclusivity that Apple employs when promoting new product releases, and the meticulous attention to the aesthetics of its products, has enabled the Apple brand to be associated with luxury in the eyes of its followers. And that is what many of its consumers are paying a premium for: a symbol of status that is driven by emotion, not practicality.“

Creating a loyal tribe of customers means tapping into their hearts, not just their wallets.

What You Can Do:

  • Appeal to your audience’s emotions to help your brand resonate.
  • Take a genuine, unique and authentic stance that will attract your best audience.
  • Remain true to your vision and brand-defining characteristics to avoid alienating loyal customers.
  • Reward customers for their loyalty with high-quality products, service, and support that support your brand vision.

If you follow in the footsteps of these ecommerce success stories, you’ll know you’re headed in the right direction.

Warner Bros., Pinterest Partner On 360-Degree Campaign For ‘IT: Chapter Two’

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Warner Bros. Entertainment partnered with Pinterest to launch a 360-degree experiential campaign for the launch of its horror movie IT: Chapter Two, released on September 6. The first of its kind for both companies, the campaign brought to life IT’s twisted funhouse at a Hollywood location that was open from August 15 to September 8. Free reservations to visit the funhouse, called “The IT Experience: Chapter Two,” booked up in minutes but guests were also able to gain entry via a stand-by line. 

For those who couldn’t experience the Los Angeles funhouse, Warner Bros. created a custom 360 scan in partnership with Pinterest and Matterport. The scan gave fans a glimpse of the real funhouse experience via a series of custom angles and clickable hotspots to explore all angles, from desktop and mobile. The digital experience features audio and immersing pinners who appear as though they’re actually standing in the town of Derry, where the movie takes place.

To access the 360 scan, Pinterest created a promoted video pin which pinners can tap from their feed and swipe up to experience the funhouse, with the added option of sharing it with friends.

The “IT Chapter Two Art Show,” an exclusive exhibition of fan art in Los Angeles, featured another campaign element to increase discovery. Outside the exhibition, Warner Bros. hung movie posters that included Pincodes that, when scanned, took gallery visitors to Pinterest boards containing digital versions of the art and behind-the-scenes videos of behind-the-scenes videos of the art making process.

Given that entertainment is one of Pinterest’s fastest-growing categories, it’s likely that Warner Bros. wanted to capture the attention of the platform’s 22 million users who engage specifically with horror movies. Currently, Pinterest has more than 11 million boards—like “Movies to see—”dedicated to movies. After seeing entertainment ads on Pinterest, 70 percent of Pinterest users took action by watching a new show or attending a movie, and two-thirds have discovered a new movie or show on Pinterest. The platform as a whole reaches 42 percent of people who saw a movie in theaters in the last six months and 56 percent of people who use streaming services.

Bud Light Launches Alien-Themed Beer Pack Despite Failed Twitter Move

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Bud Light launched a limited-edition alien beer pack for humans and aliens alike, in honor of the planned Area 51 storm, which 2.1 million Facebook users have said they’re participating in.

It all started when Bud Light tweeted in July, “Screw it. Free Bud Light to any alien that makes it out,” to which followers started asking how they can redeem their free beer. When one user replied asking for an alien can, Bud Light pledged to create the extraterrestrial-themed cans if the tweet received 51,000 retweets. The tweet fell just short of the goal, but Bud Light launched the product anyway. 

Starting today, the aluminum cans featuring a green alien holding up the peace sign will be available for purchase in California, Nevada and Arizona. 

Further intergalactic activations for the launch include Bud Light’s creation of an “alien-friendly” fridge that the brewer is staging in the VIP section of a club at the Luxor Hotel and Casino. Stocked with the new alien cans, the fridge is locked and can only be accessed via an alien finger scan. Guests 21 and over can enjoy the VIP experience from September 13-20.

Bud Light also created a line of limited-edition merchandise that matches the alien-themed cans which fans can purchase on Anheuser InBev’s online gift shop. Items from the collection include bomber jackets, doozies, shirts and a hat ranging from $100 or less.

The move to launch a campaign that didn’t exactly meet Bud Light’s Twitter strategy might not have been part of the company’s plan, but highlighting its ingredients always has been. In March, Andy Goeler, the vice president of marketing for Bud Light, told Campaign US that ads centered around the brand’s commitment to its four ingredients—barley, hops, water and rice—would form its strategy for the immediate future. Those four ingredients are listed in large font across the alien-themed beer pack. 

In its annual 2018 report, Bud Light reported a 0.8 percent revenue decline and 2.5 percent volume decline in the US, but a 4.8 percent growth in global revenue. Still, Goeler admitted that the brand is in “a constant battle to try to hold our own and bring new customers into the franchise.”