Most read: WPP wins Emirates global account
, ±±¾©Èü³µpk10's Maisie McCabe reports.
Team Air will be run by Chris Hunton and will bring together staff from Grey’s London and New York offices, Rainey Kelly Campbell Roalfe/Y&R, Geometry Global, Hogarth and TNS.
Grey London and Grey New York have started developing brand communications for Emirates, while RKCR/Y&R’s first work will be around the Rugby World Cup, of which the airline is a global partner.
See you in court: Nationwide shifting blame, 18 Feet claims
Last month, ±±¾©Èü³µpk10 wrote about a row between Nationwide and 18 Feet & Rising over who conceived an advert.
Now, ±±¾©Èü³µpk10's James Swift reports the agency is seeking an injunction from the defendant, Nationwide, for passing off its work as the building society’s own. 18 Feet & Rising also wants an inquiry into damages suffered, or profits accrued by Nationwide, as a result of the alleged passing off and repayment for those sums.
18 Feet & Rising makes accusations of passing off and misrepresentation against Nationwide in a statement of particulars signed by the agency’s chief executive, Jonathan Trimble, and filed at the Chancery Division of the High Court.
The document claims Nationwide wrongly claimed credit for 18 Feet & Rising’s work developing the "on your side for generations" campaign because a succession of marketing directors during 2011-2014 led the building society to spend £1 million on advertising that was never used, and Nationwide "sought to blame [18 Feet & Rising] for this wasted money".
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IAB: Tackling the five biggest issues in digital advertising
The Internet Advertising Bureau has announced it will publish five statements on key areas in which the digital advertising sector is taking heat. The calls to action will set out a concise industry position, the direction for each challenge and demonstrate how they are being tackled.
±±¾©Èü³µpk10's Omar Oakes has summaries of each statement:
1. The IAB believes in brand safety online. Maintaining processes that ensure a safe environment for ad trading, thereby minimising the risk of misplacement, protecting the integrity and reputation of brands, and stifling the funding of content and services that infringe copyright.
2. The IAB believes in maximising ad viewability. Working across the industry with accredited technology partners to develop cross platform standards, our goal is to achieve effective viewability, engagement and attention for advertisers' online campaigns.
3. The IAB believes in tackling ad fraud head on. We are committed to ensuring that the significant investment brands make in digital advertising is effective and reaches the right audience. Working with our industry partners, we will issue practical advice, and accredit technology solutions to stamp out fraud in the supply chain.
4. The IAB believes in an ad funded internet. Our goal is to help make all forms of digital advertising more effective, efficient and relevant to people's interests. We want to help brands reach their audience and to provide revenue to publishers so they can continue to make their content, services and applications widely available to British citizens at the appropriate cost. We believe ad blocking undermines this approach.
5. The IAB believes in privacy. Together with our industry partners across Europe and beyond, we are working to ensure advertising businesses give citizens greater transparency and control over the information that is collected and used to make advertising more relevant and effective.
DOOH: Buy off a billboard
Perhaps the problem with QR codes was that you couldn't use them to buy things.
That's what mobile commerce platform PowaTag and AFA JCDecaux are hoping, as they launch a service in Denmark that allows purchasing via scanning codes on billboards, bus shelters and other street furniture.
A big part of this is that PowaTag has partnered with Danske Bank's MobilePay, a free banking app which the release says is used by more than two million Danes, so payments can be made with a minimum of clicks.
Will this work? We can already hear a fictional naysayer, but we'll reserve judgement until the launch in the next couple of months, but we've requested results once the scheme's been live for a while. Watch this space.
Opinion: Dave Trott
This week, Dave Trott trains his gimlet eye on experts (if you are an expert, we suggest looking away now).
Trott tells the tale of why Formula 1 cars now have engines in the rear, when they used to have engines in the front. It's an interesting yarn, . But here's the kicker:
Experts are great at telling you what can’t be questioned.
That’s how you can spot an "expert".
They get in the way of creativity.
As Edward de Bono said: "A conclusion is just a place where you stopped thinking."
Experts – it's safe to look now.
Compiled by Jonathan Shannon
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