Happy's marketing news - 12.01.18



Nick Hyde
Nick Hyde

PR & Content Manager

It’s time to delve into the marketing news for the past seven days with Happy’s bite-size chunks!

 
 
Musicians The Weeknd and G-Eazy have each cancelled partnerships with H&M, after the clothing retailer was accused of racism over a promotional image of a black child dressed in a hoodie reading “coolest monkey in the jungle”. The Swedish clothing company has since apologised for the image following the backlash.
 
 
Despite the importance of marketing, marketers feel there is a lack of understanding about the job they do. Being understood by the wider organisation and working within a company that values your worth is integral to the happiness of marketers. Of those questioned, 34.8% say marketing is completely understood by their company, where it is seen as an investment and placed at the heart of everything. This is compared to 50.2% who say marketing is somewhat understood by their company and 13.5% who say marketing is not understood at all by the rest of the business. According to Marketing Week’s annual Career and Salary Survey, marketing is best understood within agencies, where 54.9% of respondents say marketing is completely understood. This is followed by the gaming and gambling sector (53.3%) and FMCG (51.3%).
 
 
Amazon is pushing further into the digital ad market as it brings new ad tech tools to Europe aimed at helping publishers make more money online. Amazon’s Transparent Ad Marketplace, which went live in the US a little over a year ago, is now launching in the UK, Germany, France, Italy and Spain. It offers digital publishers and app developers a new means to monetise their content using header bidding (a technology that allows multiple ad buyers to bid on ad space at the same time, meaning the highest bid should always win).
 
 
Facebook is to change how its news feed works, making posts from businesses, brands and media less prominent. Instead, content that sparks conversations among family and friends who use the site will be emphasised, explained chief executive Mark Zuckerberg on his page. Organisations on Facebook may see the popularity of their posts decrease as a result, the firm acknowledged. The changes will take effect over the coming weeks.
 
 
Cadbury is getting rid of its ‘Free the Joy’ campaign and will instead focus its marketing on the founding principles of the brand and its founder, philanthropist John Cadbury, by showing moments of “kindness and generosity”. The change will be implemented across the Cadbury portfolio, starting with the Cadbury Dairy Milk brand. A new TV campaign, first airing tomorrow (13 January) and created by VCCP, tells the story of a young girl who wants to buy her mum a bar of Dairy Milk for her birthday but doesn’t have any money to pay, only a collection of knick-knacks.
 
 
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