Happy's marketing news - 28.07.17
It’s been a busy week in the marketing world, here’s what has caught our eye!
McDonald’s has been on a radical journey of transformation over the last couple of years. Its marketing campaigns have shifted to focus on debunking myths around its food, as well as pushing a message of quality. Meanwhile, its restaurants have had an upgrade as part of its ‘Experience of the Future’ programme, with most of McDonald’s outlets now featuring in-store touchscreen kiosks, mobile charging docks and table service. Now, the fast food brand is shifting its focus towards its digital capabilities. Last month McDonald’s announced a trial partnership with UberEats in the UK, making its menu available for home delivery in London, Nottingham and Leeds.
A high-profile figure from the BBC has climbed to the top of Insider‘s Women 100 list, which also features prominent names from the retail, utilities and local government sectors. Alice Webb has been named the overall winner of the list, sponsored by Barclays and JMW Solicitors, which recognises the leading lights of the North West’s female business community. As the director of BBC North and BBC Children’s, Webb wields tremendous influence across the region and beyond. The anchor tenant of the MediaCityUK campus in Salford Quays, BBC North opened in 2011. It is home to around 3,000 staff and some of the corporation’s best-known departments including BBC Sport, BBC Children’s, BBC Breakfast and BBC Radio 5 live. BBC Radio Manchester and BBC North West Tonight are also based in Salford Quays, along with 900 digital staff working on developing the BBC’s online offering.
Marketing is suffering from an “acute succession crisis” as the proportion of external hires for the top CMO job soars. According to data from executive search firm Russell Reynolds, 72% of appointments to top marketing jobs in the first half of the year were external hires, up from 64% this time last year. Technology and healthcare companies in particular are averse to hiring from within, with 89% and 82% of CMO appointments coming from external hires. But professional services, industrial and natural resources, and the apparel and retail sectors have experienced some of the biggest increases in external appointments.
Google has confirmed that it is trialling videos that automatically start playing when they appear in its search results. The test comes at a time when its rival Apple is preparing to make it easier to prevent videos from self-starting within its web browser. Facebook has also faced criticism for recently automatically turning on sound for auto-play videos on its platform. One expert said the feature could be a fresh money-spinner for Google. But for now the firm is unwilling to reveal its intentions.
Channel 4 has unveiled Lyle’s Golden Syrup and Dr. Oetker will be the official broadcast sponsors for The Great British Bake Off, which is set to return to screens later this year. It is the first time the popular show will have brand sponsors, as it was previously broadcast by The BBC. The rights to the TV programme were bought last year by Channel 4 for £75m, leading to a backlash from outraged viewers on social media. The partnership with Lyle’s Golden Syrup follows its sponsorship of weekend mornings on Channel 4 in 2016, which marked a return to TV advertising for the first time in 25 years. Dr. Oetker’s sponsorship of The Great British Bake Off represents the first time the baking brand has ever sponsored primetime TV programming.
