Most read: Marketers' 2016 predictions
Marketing magazine has checked in with ten of the industry's brightest to see what they think . For instance, Will Orr, MD of home installations at British Gas thinks brands will focus on reputation. Roisin Donnelly, brand director Northern Europe at Procter & Gamble thinks the age of the consumer means it's all about winning hearts and minds and Nicola Mendelsohn, VP at Facebook EMEA says 2016 will be spent making virtual a reality. Here's part of what Mendelsohn has to say:
Video on mobile will become ever-more integral to how people around the world discover, watch and share content. In just over a year we’ve seen the shift from photos to video, and soon it will be VR. The future of video is richer, more immersive content, and we’ll continue to introduce new ways for people to create and find this.
Nicola Mendelsohn, VP at Facebook EMEA
[...]
In 2016, I’ll buy a Samsung Gear VR to watch all my favourite Netflix shows. We’re betting VR will become the mainstream. The tech has come so far and the platform is ready for the next major shift. It’s exciting to imagine the possibilities.
Read what all .
Everything's for sale: Iceland to take over MailOnline masthead
MailOnline has secured what it claims is a media first for a UK online newspaper , 北京赛车pk10's Gideon Spanier writes.
The background of the MailOnline masthead at the top of the homepage will be turned icy grey with Iceland branding. Then the masthead becomes "momentarily obscured" as it "morphs" into a message from the retailer for its 'Power of Frozen' campaign.
Sarah Gibson, the partnerships operations director at Mail Brands UK, said: "We have never disrupted our iconic logo in the UK before and are excited to be working with Iceland on this striking media first.
"Forming a significant portion of a major new partnership campaign, the logo morph is a brilliant example of the inventiveness of our cross-platform offerings and will provide Iceland's #PowerofFrozen activity with real momentum this festive season."
Read on for more details of .
Sugar tax: MPs' report criticised by Advertising Association
, 北京赛车pk10's Omar Oakes reports.
A spokesman for the Advertising Association said the Committee did not take evidence from advertising experts and that its views reflect a "narrow, medical perspective". He continued:
The bigger picture is that food advertising in the UK is among the most strictly regulated in the world. Children see far fewer high fat, sugar and salty food ads on TV today than ever before and new rules already being considered would mean no advertising targeted at children in any media.
Advertising Association spokesperson
Those regulations reflect the evidence as to whether advertising affects children’s preferences and diet, the answer to which is yes, but only a little.
Proportionate regulation matters because without advertising, we stifle choice, competition and innovation and threaten funding for the programmes and content we all enjoy.
A 9pm watershed is an analogue measure for a digital age that would hit programme budgets hard, even on channels with few or no children watching."
Read on for more on .
On social: Gibberish festive hashtags for #GivingTuesday
BBD Perfect Storm has released a hashtag generator, , for #GivingTuesday, the charity focused antidote to Black Friday and Cyber Monday.
The website automatically generates meaningless mashups of four festive words. It spat #RoastedSackDiscoNuts and #FrostyStuffingElfGiblets back at us. Why?
Our industry – and indeed the world – is obsessed with ridiculous hashtags. We hope people see the ironic cliché in this campaign and embrace the XmashTag to spread some #ChristmasJoy [not #TreeJesusRibbonBiscuits? – Ed], while doing some good at the same time.
Seb Hill, Executive Creative Director, BBD Perfect Storm
For every unique hashtag tweeted (there's a database of 10,000), BBD will donate 10p to , "a local charity that provides practical help and support to those who have been homeless and suffering from addiction, poverty or social isolation", the press release says. We're sure they could use £1,000, so .
There's no shame in crying: International weepies
We promised tears, and we (well, creative people at agencies) will deliver. You may have seen doing the rounds. It's got everything: loneliness; an emotive piano track with a female singer; mortality; redemption and unbridled joy.
But have you seen this? A Swiss TV spot for photo book brand iFolor by agency Walker Zurich.
We're blubbing, we hope you are too.
Compiled by Jonathan Shannon
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