Most read: Hovis brings back 'boy on a bike' for adventure spot
, after a three-year hiatus, 北京赛车pk10's Michelle Perrett reports.
The ad marks the launch of the Hovis Good Inside range and is part of a £5 million integrated campaign spanning TV, video-on-demand, radio, digital, PR and in-store media.
It is the first ad last year and was tasked with reinvigorating the Hovis brand.
Read on for , or check out more of the latest .
Shortlist: Agency of the Year at the Marketing New Thinking Awards
Marketing announced in September, and since then have sat down and looked at the agencies behind the winners, highly commended and finalists, to come up with this .
Without further ado, the finalists, in alphabetical order, are:
- Adam & Eve/DDB
- Abbott Mead Vickers BBDO
- Leo Burnett
- Lucky Generals
- R/GA London
The winner will be announced at the New Thinking Awards ceremony on Monday 12 October at Somerset House. Fancy being there? .
Vloggers: Avon issues 'make up your own mind' challenge
Avon celebrates its 130th birthday this year, but has applied .
The ads, created by digital and social media agency VCCP Kin, will run throughout October and November on television, online and video on demand.
The first ad puts Avon products to the test with well-known beauty bloggers Helen Anderson, Mother Pukka and LoveLaughandMakeup.
The bloggers were given no clues about the brand they were blind testing and the video shows their reactions when they discover the products are from Avon.
The adverts end by challenging the consumer to #makeupyourownmind.
The second ad launching the following week features four independent Avon representatives, showing them as self-reliant as they fit their businesses around their everyday lives.
Opinion: Big media pitches show brands pursuing performance
Alex Morse, global business director at global media and digital consultancy ID Comms, and sees a change in approach from many brands, with performance and conversion much higher on the agenda.
Morse has seen "four consistent key performance topics":
1. Incrementality: an unrelenting focus on spending precious marketing budgets to speak only to new or hard-to-reach customers. Advertisers are no longer willing to give credit to agencies that simply deliver consumers who would have bought anyway;
2. A clear understanding of the impact of the online experience and conversion path on brand perception and purchase intent. Advertisers want to know in greater detail than ever what consumers think as they move down the purchase funnel, especially in digital channels;
3. A more aggressive application of traditional "brand engagement touchpoints" such as experiential, sponsorship and mobile. Advertisers want these moments to deliver data, remarketing, and accountable sales opportunities;
4. The need for new metrics focusing on both ROAS (Return on Ad Spend) and commercial ROI. Brand marketing and procurement clients are placing more scrutiny on the total cost per sale, taking a more forensic interest in not only paid media and agency resource costs but other factors, such as data, tech, CRM, SEO, social and analytics too.
Read on for Morse's view on and what they're doing differently.
Happy birthday: Instagram
Five years, that's how long Instagram's been in our lives. Is it just us, or does it feel like it's been around forever? Anyhow, Dublin-based creative communications agency One Productions has produced this gifographic, giving the vital stats on the social platform.
Compiled by Jonathan Shannon
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