Happy's marketing news - 24.11.17



Nick Hyde
Nick Hyde

PR & Content Manager

It’s been a busy week in the marketing world, here’s what has caught our eye!

 
 
Ghosts, ghouls, goblins and mobile phones dominated the top 10 YouTube ads in October. Top of the YouTube advertising charts in October was a quick fire ad from Google asking consumers to question whether their current smartphone is ticking enough boxes. With the Pixel still a long way behind the likes of Galaxy and the iPhone in terms of user adoption, the ad ends with the slogan ‘Ask more of your phone’. Google will be hoping this is the kind of messaging that can convince Brits to switch over to a Pixel 2.
 
 
The Co-op has launched The Federation, a new co-working community in the heart of Manchester attracting digital businesses and innovators sharing its ethical values. The Federation is part of the NOMA redevelopment of Manchester City Centre and the Co-op has taken the leases on eight floors totalling 8,100 sq feet at the former textile warehouse on Federation St. £1.59 million has been invested to fit out the space, with a further £0.5m in ‘start up’ operating costs. The Federation is already 75% occupied, with no active marketing or agent. The first two floors offer flexible desk space, 13 private offices, meeting rooms, a coffee shop and event space offering preferential rates and a Co-op support network.
 
 
Chancellor Philip Hammond made a number of pledges for the Northern Powerhouse in his Autumn Budget today. A total of £35 million was promised for digital connectivity improvements and infrastructure developments on the Trans-Pennine route between Manchester, Leeds and York. And the Chancellor promised a £1.7bn Transforming Cities Fund to back the six areas with elected mayors, including Greater Manchester. As the Government had announced on Tuesday, an extra £21m will be invested into technology organisation Tech City UK. Hammond said a new tech business is founded in Britain every hour and said he wanted that to be increased to one every half hour.
 
 
Trinity Mirror is firing a warning shot across Johnston’s bows, with the opening of a new digital operation in the home of the Yorkshire Post. Leeds Live is being overseen by Huddersfield Examiner editor, Wayne Ankers and Ed Walker, editor (digital) for Trinity Mirror Regionals. In launching the title, Walker described it as a “new voice in a growing and modern city”. “Leeds Live will be using the latest digital storytelling techniques to bring you all the news you expect, as well as challenging you to see it – and Leeds – in a different way,” he continued. “Our team of five journalists will be telling the stories that need telling in Leeds and also ensuring you have a way to get your voice heard. “We won’t be afraid to tackle the issues in Leeds which need highlighting – as well as supporting and championing everything that we know is great about our city.”
 
 
BT and Virgin Media have welcomed a move from regulators to introduce a dramatic series of changes around the way broadband speed claims can be advertised in the UK. The Advertising Standards Authority (ASA) and the Committee for Advertising Practice (CAP), which sets the guidelines implemented by the ASA, have warned internet brands to ensure any statements made in ads around speed are backed by services available to at least 50% of customers at peak times. These speeds can then only be advertised as the ‘average’. It marks a significant change from the current stipulation which states that speeds marked as ‘average’ only have to be available to 10% of customers.
 
 
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Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.

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