Friday Press Review I June12, 2020

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: 

Business of Sport - starting a rEvolution with Merrick Haydon

The Sporting Blog dusted off its Business of Sport section and put some questions to the Managing Director of sports and lifestyle agency rEvolution, Merrick Haydon. Read more...

Cannes XR Virtual brings Art to life with virtual reality

Cannes XR Virtual is The Marché du Film’s online virtual reality art showcase taking place from June 24 to 26. You can access the exhibit using multiple formats across various platforms.The virtual exhibit seeks to bring together executives from the traditional filmmaking industry, indie producers, XR artists, tech giants, and investors. Read more...

Nike's 'For Once, Don't Do It' ad seen as empowering, exploitative: study

Nike's "For Once, Don't Do It" ad was perceived as empowering by 60% of respondents in a recent Ace Metrix study shared with Marketing Dive. The spot, released on May 29, serves as the company's response to George Floyd's murder and subsequent protests around the world. The ad found that the general population of consumers ages 16 to 49 perceived the spot as more empowering than 98% of all other ads. However, it also saw a higher "exploit" signal than either of its 2018 ads starring Colin Kaepernick. Consumers that found the new ad exploitive were not against the message, but rather, they said they didn't want to see a corporation taking advantage of the situation to sell shoes. Read more...

Where ad spending is thriving during COVID-19, including a few surprises

Brands have always had to be thoughtful about how and where they spend their ad budgets, but the outbreak of COVID-19 has led certain categories to be particularly strategic in grabbing as much consumer attention as possible while the opportunity exists even as the advertising industry, as a whole, sees dollars disappear. Data collected by ad intelligence and sales enablement software company MediaRadar, for example, shows just how quickly some marketers pivoted in the first quarter of 2020. This includes breakfast cereal makers, whose ad spend shot up 13% in February and March, while skincare and hygiene products invested $10.6 million, a 38% month-over-month increase. Read more...

What will the luxury industry look like after COVID-19?

The luxury industry has taken its first tentative steps in the post-COVID-19 world. What defines the new landscape? For starters, it’s considerably more digital. Imagine augmented reality filters that allow watch lovers to project a hologram of a timepiece on to their wrists, super-charged communication apps that connect sales associates to V.I.P. clients, and virtual reality showrooms where buyers can browse merchandise with the help of virtual assistants. Read more...

Snapchat launches advertising service for eCommerce brands

Snapchat has launched Dynamic Product Ads(DPAs) in the UK, allowing online retailers to automatically create ads to a global audience in real-time. Amongst the first brands to test DPAs in the past month are Adidas, Farfetch and Topshop, all of whom have recorded positive results.The service has been developed in response to the long-term growth in online shopping, which has further exacerbated during Covid-19, and has resulted in many retailers expanding their eCommerce offerings recently. Read more...

McDonald's names victims of police brutality, racist violence in new ad

McDonald's released a new video on Twitter that takes a stand against systemic oppression, police brutality and racist violence. The 60-second spot names seven black people who have been killed by police or others: Trayvon Martin, Michael Brown, Alton Sterling, Botham Jean, Atatiana Jefferson, Ahmaud Arbery and George Floyd. The list of names precedes several lines of text: "He was one of us. She was one of us. They were all one of us," followed by language around how McDonald's says it sees its customers, employees and franchisees in these victims. Read more...

How Nestlé USA manages digital innovation

Nestlé USA, the consumer packaged goods manufacturer, is taking a nuanced approach to digital innovation as it seeks to deploy the most relevant new technologies in building its brands. Orchid Bertelsen, the head of digital innovation and transformation at Nestlé USA, discussed this subject on a webinar held by Brand Innovators. When Bertelsen joined Nestlé from agency mcgarrybowen, “every single brand was doing its own tests-and-learns, which was great”, she said. (For more, read WARC’s in-depth report: How Nestlé works the tech hype cycle to drive digital innovation.) Read more...

Facebook launches new app called 'CatchUp' to facilitate group phone chats

Facebook's experimental NPE team has released its sixth new app, this time focused on facilitating phone calls between friends who are up for a chat. Called CatchUp, the new app is essentially Messenger Rooms for voice calls, providing the capacity to see when your friends are online and up for a voice call, as well as in-progress group chats that you can join. Within the app, users can set their status to let their connections know when they're ready to talk, and create groups to chat with. There's also an 'auto-availability' function which will automatically update your status when you’re connected via Bluetooth. Read more...

Coca-Cola eyes streaming, real-time content production in marketing restart

Coca-Cola will restart its marketing efforts soon after pressing pause during coronavirus lockdowns, according to a WARC report.The brand plans for a new focus on agility and flexibility as it — and consumers — emerges from the pandemic. Real-time content production and streaming will also get a bigger focus in the beverage giant's marketing plans in the months ahead, when Coca-Cola expects to adjust spending based on the current moment, per WARC.The company had kept up its social engagement during lockdown but had pulled other forms of advertising during the pause. Read more...

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