Build a great brand: Align what you think, do, say

“Content is one of the best element you have for gaining trust, establishing your brand, producing site traffic and qualified leads, and everything in between,”
According to content creation companies in London.

Why It Must All Align
If, it’s about organisation, all you do is become a think tank. Or if you only do then
you’re a sweatshop. Or if you just do is say, say, say, but you never actually deliver
on what you assured, then your customer churn rises to a high level.”
It has to be think, do, and say in symmetry.

Start with thinking
Grab the good, long think. Example of Microsoft is you can think of. Microsoft did
this in 2014 when Satya Nadella took the restrains and upturn a generations-old
practice of contradicting and disparaging the competition.
He realized Microsoft customers use a variation of software and hardware.
He acted differently to change Microsoft’s culture. And he stated differently by
talking more about users and less about Microsoft.

What brands do
In the past, marketers’ goals included the task of generating a customer. Today,
though, marketers can rise their thinking to impact what they (and the brand)
naturally do and say. You can surely gain lot of content marketing strategies from
loyal content marketing brands (think Red Bull, REI, and Nike). Instead, focus at
how they think and let that inform your brand’s strategy with its distinct purposes
and values.

What brands say
How’s this for irony?  All the way to the end, Enron, the U.S. energy-trading and
Utilities Company that continued one of the country’s biggest accounting deceit,
exhibit in its corporate lobby the words uprightness, appreciation, transmissions,
and superiority.

You shouldn’t just read your values, instead experience it.

Aim higher than content, marketing, or advertising
Platforms and mediums will be for a limited time. The content marketers who
stand the test of time are those who develop content brands around their values,
not their products. And remember, if you only merit your company and your
products, that’s what you’ll talk about in inaction.

Embrace beautifully this think-do-say attitude, and your advertisements and
content assets can soon be replaceable— not because they look similar or deliver
the same goals but because they kickback from the same mindset, which drives
everything your brand does and says.

Dentsu Aegis acquires digital agency DEG, to roll it into Isobar

Dentsu Aegis Network announced today (18 December) it has bought Kansas-based digital agency Digital Evolution Group (DEG), which will join Isobar to form DEG, Linked by Isobar.


The merger will look to leverage DEG’s existing relationships with Salesforce, Adobe and Microsoft cloud platforms to help the newly formed agency strengthen its marketing technology capabilities.


Dentsu Aegis is buying DEG for approximately $150m, as reported by the Wall Street Journal.


DEG chief executive Neal Sharma will lead the agency, and the DEG management team will go unchanged. Sharma will report directly to Isobar US CEO Deb Boyda.

“This union will help us better serve our client’s needs for top shelf commerce experiences with our Salesforce and Adobe partnerships. Together with our partners, we will be a force to be reckoned with,” Boyda said.


Isobar’s clients include Coca-Cola, Adidas, P&G and Huawei.

“Dentsu Aegis Network and Isobar’s vision for how our industry is evolving is spot-on, and combining global scale, people-based insights, and proven innovation with our existing capabilities and talents will provide an unparalleled caliber of service across the customer journey,” said Sharma.


Along with DEG, Dentsu Aegis owns agencies including Carat, McGarryBowen and iProspect.


The holding company has gone through some recent internal shakeups. Stef Calcraft is out after serving less than a year as executive chairman for the UK and Ireland. Kenneth Parks, Dentsu Aegis’ former chief executive, didn’t reach the one-year mark either. Parks has taken the same role at Hero Digital.


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Richard Branson, Paul Polman and other global leaders unite for disability inclusion

A group of high-profile global business leaders and companies have committed to take accountability for disability inclusion in business by supporting #valuable – a worldwide call to action for business to recognise the value and worth of the one billion disabled people globally.


To drive forward this change, global business leaders, including Virgin’s Sir Richard Branson, Unilever’s Paul Polman and Omnicom’s Janet Riccio, have committed to be accountable for disability within their businesses and across their full supply chain.

They are the first to support the #valuable campaign, helping to put disability inclusion on the international business agenda, and keep it there.


Founder of #valuable, Caroline Casey, commented: “Disability inclusion is an issue that has been pushed to the sidelines of business for far too long. Momentum is now building and we have reached a tipping point. We’re delighted that the World Economic Forum have announced that the need to bolster inclusion of those living with a disability will be a main message at Davos in 2019.”


Virgin Media and Omnicom have become strategic partners of #valuable, representing a major milestone for the campaign which continues t

o be at the forefront of the global conversation around disability inclusion.

Branson’s Virgin Media has joined forces with the disability equality charity, Sc

ope, to support a million disabled people to get and stay in work by the end of 2020.

The business is also transforming its workplaces, practices and policies for disabled employees and customers. As a key partner of the #valuable movement, Virgin Media will encourage UK business leaders to join its campaign to create workplaces where disabled people can thrive.


Omnicom will take the lead in spreading the message of disability inclusion in business and igniting a global conversation about a world where everyone is valued equally. Omnicom has long supported its employees by creating a diverse and inclusive environment that nurtures their creative energy. That means diversity in backgrounds, race, gender, age and experience, as well as embracing those with disabilities.


#Valuable has also announced that it has joined forces with the World Economic Forum, which announced last week that disability inclusion will form part of its annual meeting agenda for the first-time next month. As part of its focus on bolstering inclusion for the one billion people in the world living with a disability, the World Economic Forum will announce its official support of #valuable.

The organization has also teamed up with a range of experts who will lend their skills and experience to #valuable’s mission to activate the business community to tackle disability exclusion around the world. They already include the ILO GBDN, The Marketing Society, Business Disability Forum, EY and Ruh Global.

Launched in 2017, #valuable is a catalyst for an inclusion revolution that exists to position disability equally on the global business leadership agenda. It is spearheaded by award-winning activist, social entrepreneur and Binc founder Casey, who is registered blind.


Today, according to the organization, over one billion people across the world live with some form of disability – 15% of the global population, or one in seven people – but their value is routinely ignored by businesses, equivalent to disregarding a potential market the size of US, Brazil, Indonesia and Pakistan combined.


Of those one billion, 80% of disabilities are acquired later in life, and the ageing global population means the prevalence of disability is on the rise.


The current global employment rate for disabled people is half that of non-disabled people, a gap that has widened since 2010. According to the World Health Organisation, up to half of businesses in OECD countries choose to pay fines rather than meet quotas on disability.


Yet, combined with their friends, families and communities, the one billion disabled people hold a disposable annual income of $8tn a year – an opportunity that business cannot afford to ignore.


Polman commented: “Creating a more inclusive world for the 1.3 billion people in the world with a disability is not just the right thing to do, it also makes a lot of business sense. To create real traction in this space, we need a movement in which Business takes leadership and authentic action to move the needle for this large section of humanity. This issue has my personal commitment and hence my support for Caroline Casey, one of WEF’s first Young Global Leaders with a disability and founder of the global campaign #valuable. It is critical now, that we make visible the 1.3 billion people in the world with a disability in the business ecosystem and most vital that it is discussed by Business Leadership across all industries.


#Valuable is calling on businesses around the globe to put disability on their agenda. I am proud to say Unilever is already fully on-board with a commitment to hire 8,000 additional disabled people.”


Jeff Dodds, managing director, Virgin Media, added: “At Virgin Media we celebrate the fact that everyone is different. It’s these differences that help us to come up with new and innovative ideas and better address the needs of the customers and communities we serve.”


Janet Riccio, executive vice president of Omnicom Group and Dean of Omnicom University, commented: “I am proud to join forces with such an incredible group of people who are advancing a cause so near to my heart. #valuable is challenging the business world to take a second look at its definition of ‘inclusivity’ and commit itself to a population of people whose talent, perspective and ideas have often been untapped yet have the potential to propel industries forward. Omnicom is committed to elevating this issue to a priority place on its agenda and remaining an ally of this important movement.”


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What CMO tenure means for new media planning opportunities

When a chief marketer reaches the three-year mark, it’s time for agencies to get their house in order.


A study from Winmo of over 2,400 data points found the average tenure for CMOs is 43 months, and the median tenure is 33 months.


Jennifer Groese, vice president of marketing for List Partners, said agencies and media sellers should be keenly aware of the CMO lifecycle. List Partners houses the Winmo brand.


“If a media seller is targeting a CMO, knowing on average when they’re likely going to be rotating up or out of that position would give them an indication or a trigger of when a new opportunity would become available.


“And for agencies too, when a CMO hits their tenure mark and they rotate up or out, then a new CMO is going to come into that position, which would be a great pitch opportunity for an agency to win that new piece of business. We find that incoming CMOs typically shake up their AOR roster,” said Groese.


Last year’s study from Winmo showed CMOs are tenured for an average of 37.5 months and a median of 27 months. Groese said that’s partially due to the evolving role of the CMO.


“CMOs are touching more areas of the business than they did before. They’re responsible for growth, they’re responsible for the entire digital strategy, and I think it’s harder to remove those people. They touch a lot of areas of the business,” said Groese.


For example, Keith Weed held the CMO title at Unilever since 2010, and in the past few years he had been focusing on cleaning up the company’s digital supply chain.

More traditional industries, like financial services, tend to hold onto CMOs for 17% longer than the median. Chief marketers in newer business segments tend to last 27% shorter than the median.


According to the study from Winmo, 42% of tenure-tracked CMOs are women, considerably higher than other C-suite positions. Only 12% of chief financial officers are women, 9% of chief information officers are women, and 4% of chief executives are women.


Still, average CMO tenure for women is shorter than it is for men. Women typically last 37.5 months in the position.

Digital business providers, defined in the study as online-only businesses, represent the most equal gender parity across the top five analyzed categories. The other industries are consumer goods, retail, restaurants and financial services.


Groese credits the comparative equality within the digital business provider industry to the sector’s modern business approaches and tendency to hire millennials.

Overall, CMOs spend less time in their roles than CEOs. Chief executives tend to stick around for 7.2 years


“CEOs are looking for [CMOs] to be the silver bullet. They’re looking for them to come in and turn around disappointing sales or emerge into new markets. That role is looked at with a much higher frequency of proving ROI and having to turn around results,” said Groese.


Chief marketers face pressure to deliver immediately, but according to GroupM North America CEO Tim Castree, there are no silver bullets in the advertising world.


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Twitter to DM FA Cup highlight packages to international fans

Twitter is experimenting with a new way of directly distributing FA Cup highlights to football fans outside the UK.


Fans in 10 markets can register to receive match action featuring six top English teams by private message. From the third round, Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur clips (up to 30 seconds in length) will be shared with fans in Africa, Americas, Asia and the Middle East.

Fans will be prompted to subscribe to highlights from one of the aforementioned teams – and will be sent notifications and footage during and after games. If their team is knocked out, fans are invited to subscribe to watch other teams.

Twitter is free to release up to four highlights per half, each lasting up for 30 seconds. At midnight after the game, two minutes clips will be shared, and at midday following a 10-minute package.


The platform expects to grow this means of video distribution next season with more team and market deals to expand the reach of the competition. In particular, the Football Association wants to raise awareness of the competition in US, India, Thailand, Brazil, Egypt and Nigeria.


Georgina Lewis, head of marketing at FA, said: “Worldwide interest in The Emirates FA Cup is greater than ever. The partnership with Twitter is vital to ensure the competition remains at the forefront of fan engagement and ensures that fans across the world have live access to some of the biggest fixtures, regardless of their daily schedule or location. This approach fits within our overriding strategy to be innovative in delivering experiences in line with how modern fans are consuming sports media and want to engage with the competition in the future.”


Bruna Zanin-Juresic, sports partnerships at Twitter UK, added: “We are thrilled that fans around the world will have a new way to follow the Emirates FA Cup this season, directly through Twitter. The Football Association have always been incredibly innovative in their use of the platform, so it felt like a natural fit to partner with them to give fans unprecedented access to one of the most prestigious knockout competitions in global football.”


Highlights packages, such as Goal of the Round, will also be promoted on the Emirates FA Cup Twitter feed.


It comes after Arsenal shared how it believes its Robot Pires chatbot opens up new channels to talk to fans.


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People on the move including ITV, Ikea, Grey London, Audi, and more

This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below.


Tipi Group has appointed Mike Best as its chief growth officer. Previously strategic managing partner at Neo@Ogilvy, Best has joined the independent digital network in a move to expand the group further and diversify its offering.


Grey London

Grey London has poached AMV BBDO London’s Adrian Rossi as creative chairman, a new role for the agency. At Grey London, he will spearhead the recruitment of top talent and guide new business efforts.



Kate Waters, chief strategy officer and founding partner of the London indie, Now, is joining ITV as director of client strategy and planning. Her move to the broadcaster has prompted Now’s chief executive and co-founder, Melissa Robertson, to also step down after seven years.


Channel 4

Channel 4 is to part ways with its chief marketing and communications officer Dan Brooke, who is leaving to launch a purpose-driven marketing and comms business.


Dentsu Aegis

Dentsu Aegis’ executive chairman for the UK and Ireland, Stef Calcraft, is to leave the agency group less than a year after he joined. The company confirmed that he will be succeeded by Nick Waters, who is currently chief executive of Asia Pacific.



Ikea’s global chief marketing and communications officer Claudia Willvonseder has been promoted to a general managment role for the retailer’s Swiss operations. Peter Wright has now become lead for Ikea’s global marketing.



TBWA\London has hired Aaron Moss as its head of design. He will report to chief creative officer Andy Jex. In his new role, Moss will be responsible for leading and building the agency’s design department.


Audi UK

Benjamin Braun has left Volkswagen-owned Audi UK, where he was marketing and digital director. He is to join Samsung as chief marketing officer.



Jellyfish has appointed Romain Bonnet as head of paid search, EMEA. Bonnet has joined the agency from Manning Gottlieb OMD. He will report directly to global head of paid media, Daniel Wilkinson.


The British Olympic Association

Leah Davis is leaving The British Olympic Association where she worked as head of marketing. She will now take up the role as director of marketing and communications at Laureus.



DWA, a Merkle company, has appointed Rob Gold to serve as its UK managing director, based in London.



Eight&four has appointed Natalie Todd as content director. Todd joins from Cult LDN, where she led accounts in London and New York.



Adobe has transitioned Paul Robson to the role of president of Adobe EMEA, from his current role as president of Adobe APAC. He will oversee field and business operations.



Quill has appointed former Deliveroo Insights Lead Taher Deria as its global network director. Deria will be responsible for heading up the newly expanded Network team.



Havas Group Media-owned Socialyse has bolstered its team with the appointment of Sebastian Redenz as head of paid social, and Hannah Rainbow as senior operations manager.


Ad-Lib Digital

Ad-Lib Digital has hired Patrick Collister and David Phillipson. Both will serve as advisory board non-executive directors to help guide and advise founder Oli Marlow-Thomas.



Integral Ad Science (IAS) has hired Lisa Utzschneider as chief executive and member of its board of directors. She will replace Scott Knoll, who has chosen to move into an advisory role for the company.



Rosie Holden, Karmarama’s former managing partner, will join Cake next year to spearhead its new leadership team. She will replace Jim Dowling, who left the sports and entertainment agency recently.


Four months after promoting Pierre Poignant to the role of executive president, a role which raised questions, Alibaba-owned Lazada has tapped the Frenchman again to take over the role of chief executive officer from Lucy Peng.


Serviceplan Malaysia

Serviceplan Malaysia has reinforced its leadership team with the appointment of Elaine J. Chew as managing director. Chew takes on responsibility for the growing Serviceplan business in Malaysia.

Dentsu Aegis Network

Dentsu Aegis Network’s former chief marketing officer, Kenneth Parks, has joined Hero Digital as the agency’s first chief marketing officer. Hero Digital has also brought in Kelli Trujillo as senior vice president employee experience to support agency growth, as well as diversity and inclusion.


NCC Media

NCC Media has named Deborah Josephs as chief people officer. In her new role, she will be responsible for leading NCC’s employee development, culture and human resources operations.


Young & Laramore

Creative agency Young & Laramore has announced four new hires and one promotion. Derek Hulsey has joined the agency as a designer from pivot marketing, Julia Breakey has joined as a video editor, Sydney Haggard has joined as a digital developer and Mason Thomas has joined as a consumer insights associate. Sydney Jameson has been promoted from associate account manager to account manager.



Justin Vogt joins Fuseideas as vice president, business development. Vogt will be responsible for seeking out and developing new business leads for the agency as well as identifying areas for expansion and development.



Martin Mannion has been hired as senior vice president, director of professional strategy in Deutsch’s New York office. He will lead professional planning on new business initiatives.



Tim Castree has been hired by WPP’s GroupM as North America chief executive. Previously, Castree global chief executive of Wavemaker.



Sam Jenkins has joined Oberland as an art director. He hails from NYC & Company —the official marketing, tourism, and partnership organization for New York City.


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The Alzheimer’s Society challenges stigma with Christmas poem penned by dementia patients

The Alzheimer’s Society wants to give a voice to those living with dementia this Christmas, turning a moving poem written by people who have the condition into a bold animation.
The unique seasonal message, written by members of Ashford’s Dementia Peer support group in Kent, has been brought to life in order to challenge some of the myths surrounding the condition and prevent feelings of exclusion during the overwhelming festive period.
As part of a workshop supported by the charity and run by writer Susanna Howard, people with dementia penned a poem to relay the isolation faced by those living with dementia. Design studio Bold & Bold, illustrator Stephanie F Scholz, animator Javi Marquin and sound engineer Jason Gosling then created a colourful animation based on the words.
Jeremy Hughes, chief executive at Alzheimer’s Society explained: “Everyone who has been involved in making this special animation either lives with dementia or has a personal connection to it.
“At Alzheimer’s Society, we’ve heard how Christmas can be an overwhelming experience, with many feeling stressed out, lonely and unable to join in the festivities. We hope this animated poem will help to challenge some of the misunderstandings and stigma that so many people with dementia deal with, helping people to see Christmas through their eyes.”
The animation is voiced by actor Gary Fairhall, who is the primary carer for his mother who is living with dementia.
To coincide with the campaign, which is running online, Alzheimer’s Society has also come up with five ways of creating a ‘dementia friendly’ Christmas, including gradually introducing Christmas decorations into the home and encouraging dementia patients to sing carols to help them communicate and trigger festive memories.
You can read the poem in full below.
Some sad news this year.
I have dementia.
I’m being positive.
but I hope it’s slow.
I’m looking forward to the festivities but
I’d like you to know:
All the anticipation, the dos, and the sparkle
bangs, bells and chaos, hard work and sprouts
… feels like …
Paddington station
Friends pass me by
‘Don’t leave me out!’
Smiles, without seeing,
pretending everything’s ok
I’m lost
Like to hideaway
the Grandchildren
all the names
It’s not the love bit that’s the problem,
it’s remembering what they’re called
I was the one everyone came to
Putting up shelves, doing magic tricks
Now you say ‘Don’t you worry yourself’
As if you no longer trust me
And there’s a little voice in my head says ‘Bout right’
But I want to, need to, feel of use…
Sometimes if you help me you can disable me more than the illness
There’s no change but it’s all change
And another year ahead.
It may be a bit foggy but there is potential!
Don’t pity me, stroke me, make a mess of my hair
Don’t want it to be over – yet

Stef Calcraft steps down as Dentsu Aegis UK chief, Nick Waters to succeed

Dentsu Aegis’ executive chairman for the UK and Ireland, Stef Calcraft, is to leave the agency group less than a year after he joined.


Calcraft took on the job, which was newly-created, in January of this year, effectively taking over from former chief executive Tracy De Groose.


The company has confirmed that he will be succeeded by Nick Waters, who is currently chief executive of Asia Pacific.


Giulio Malegori, Dentsu Aegis chief executive EMEA said: “We thank Stef for his contribution – he leaves the UK business on a strong footing, with a dynamic new leadership team in place.


“Nick has a strong track record of successfully leading a complex, diverse region for Dentsu Aegis Network and will help to set up the UK business for the future providing continuity for our clients, our people and the business, by assuming the executive chairman role.”


As the co-founder of the independent agency Mother, when Calcraft joined the advertising conglomerate he was not seen as the obvious choice. Despite having limited experience in media agencies, he was brought in to run the 4,000 strong UK and Ireland operation, that included 360i,Carat and iProspect.


His arrival in January was said to herald another step in Dentsu’s drive to become a fully digital business by 2020. When he joined, he was tasked with mobilizing talent across creativity, media, digital, data and content to leverage further growth.

Waters will now pick up the UK reigns, after a five-year term serving as Dentsu Aegis APAC’s chief executive. Prior to that, he was chief executive of Aegis Media APAC for almost four years, after leaving Mindshare, where he held the role of chief executive EMEA.


The management shake-up comes in the wake of a number of senior departures for the advertising network.


Last month (November), it was reported that Dentsu Aegis Network’s chief executive Jerry Buhlmann was to step down after nine years in the role. In October, 360i’s chief James Townsend also left the agency to join Forward3D.


The network then revealed a new UK leadership team for the UK and Ireland, which included three promotions and two new appointments.


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Blippar appoints administrators after failing to reach funding deal

Blippar has appointed administrators after failing to find additional funding, following a dispute between investors Nick Candy and Malaysian sovereign wealth fund Khazanah.


Earlier this month, reports surfaced that Blippar’s board had warned shareholders that Khazanah had blocked £4m of emergency fundraising. It said as a result the company had been left with “no current option other than to give notice to start insolvency proceedings”.


However, investors in the London-based tech firm pressed ahead with emergency talks last week in an effort to resolve the dispute and secure funds.

Those talks failed and it announced today (17 December) it has now stopped trading and appointed administrators David Rubin & Partners.


“The appointment of administrators has arisen effectively as a result of an alleged dispute over continued funding,” Paul Appleton, partner at David Rubin & Partners said.


“Following their appointment, the administrators are now exploring all possible options for the future of the business for the benefit of all stakeholders.”

Founded by in 2011 by Ambarish Mitra and Omar Tayeb, at its height Blippar was valued at £1bn and employed more than 300 people.

But losses amounted to £35m in 2017, forcing it to shutter its Silicon Valley offices that year.


It is thought some 75 people still worked at the company at the time of its administration.


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