Marketing Week
Carlsberg is bringing back its iconic tagline 'If Carlsberg did' after a four-year absence following a realisation that the phrase is still part of everyday lexicon. The brand has launched a TV and online spot created by 72andSunny Amsterdam that brings back the "Probably the best beer in the world" tagline for the first time since 2011 by depicting a Carlsberg supermarket, which is "Probably the best supermarket in the world," in what the brand sees as an "evolution" of the old campaign.
Media Week
Publicis Groupe is to move its VivaKi programmatic buyers into its media agencies, so that they sit alongside the traders in other disciplines. The move means the programmatic arm VivaKi will now focus on developing platforms, trading and research. The VivaKi buyers, meanwhile, will move into Starcom MediaVest Group, ZenithOptimedia and Walker Media. The changes are already being put in place in the U.S., and will happen in the UK by the end of the third quarter of this year.
Campaign
The European Tour is preparing to review its creative account, after Saatchi & Saatchi resigned the business it has worked on since 2009. The agency's last work for the brand will be the upcoming global campaign, "drama on the world stage," due to launch this month. Saatchi & Saatchi has worked with The European Tour since 2009 and created the "every shot imaginable" campaign, which includes the "gong," "clay pigeon" and "Rory vs the robot" spots.
The Drum
InterContinental Hotels, the luxury brand of the InterContinental Hotels Group, has embarked on a three-year campaign to target affluent leisure travellers for the first time, having previously focused on business guests. The Secrets of the City campaign revolves around the idea of "Insider Experiences" across food, culture, art and fashion, which have been curated by the managers of individual hotels. Brand Director Clare Chapoulet told "The Drum" the leisure traveller accounts for circa 52% of InterContinental's European business.
The Telegraph
The founder of media database Gorkana Group has set up a rival agency just four months after the business was sold in a GBP160m deal. Alex Northcott, who set up Gorkana in 2003 with Michael Webster, quietly set up Roxhill Media in January after a non-compete clause expired. After setting up Gorkana with GBP100,000 of start-up funds from family and Mr Northcott's re-mortgaged house, the pair sold their majority interests in Gorkana in March 2010 for GBP25m to private equity firm Exponent.
The Drum
Apple has released a shopping category on its App Store devoted entirely to games which feature no in-app purchases or ads. The Californian giant has enabled users to 'Pay Once and Play' some of its games, ironically hinting at a return to the more linear video game transactions of yesteryear, where gamers paid for a product and received said product without additional "freemium features" or ads.
Campaign
Spark aims to create partnerships and products tailored to brands' needs and provide more creative ways to drive scale and engage target audiences. TMG will use its understanding of customers' behaviour to help optimise the content produced for brands' target audiences. The publisher's insights will draw from the latest Adobe Analytics and Adobe Marketing Cloud technologies as well as first-party data from more than 2.5 million readers collected since the Telegraph erected a metered paywall around its Web site in 2013.
Marketing Week
The burger chain has released a digital order and collect service through its GBK app that allows customers to order from the full menu through mobile, then collect at a time of their choosing from their nearest restaurant, as well as receive rewards through the app's stamp collection system. The move is an effort for the chain to drive frequency of visits by tapping into the growing trend of click-and-collect tools within retail, with the company citing the success of similar offerings from John Lewis and Asos.
The Drum
Sainsbury's spent the most on TV and press advertising in January 2015, but the marketing push failed to stem dwindling market share as it lost a further 0.4% year-on-year, according to Nielsen. In the four weeks ending 31 January, Sainsbury's spent GBP4.6m on TV and press advertising, just ahead of Aldi's, which ploughed GBP4.5m into activity like 'Aldi Challenge.' However, the German discounter managed to grow its market share from 5% to 5.8% versus Sainsbury's fall from 16.7 to 16.3%.
Marketing Week
As the volume of contactless payments grows dramatically, brands are reaping the benefits with shorter queues and higher customer satisfaction. Last week, the UK Cards Association announced that spending on contactless cards almost trebled in 2014. According to the body's statistics, GBP2.32 bn was spent in 2014 through contactless payments, a rise of 255% year-on-year. Richard Koch, head of policy at the UK Cards Association, told "Marketing Week" that this is a "sure sign" that contactless has now firmly stepped into the mainstream.