Morning Update: Marketing’s most talented 2016; Samsung adopts new global marketing strategy; Pepsi signs new digital agency
Ad Week: Brand Genius Class of 2016: Meet Marketing’s Most Talented 10
In this, the 27th year of Adweek’s Brand Genius Awards, presented this year by Deloitte Digital, it is our work to identify the very best of it.
Here, we salute 10 marketers whose vision and creativity has transformed their brands into the products we respect, desire and ultimately purchase. In addition, Adweek salutes its Brand Visionary for innovations that span an entire career.
Marketing Interactive: Samsung set to radically change marketing strategy
According to Korean news outlet Newsis, Samsung is about to radically change direction in terms of marketing. Instead of its usual biennial release strategy for flagship phones—the Galaxy S and Galaxy Note, respectively—the disaster-afflicted tech giant is now opting for a single premium release per year.
Ad Age: Pepsi Taps New Agency for Digital, Brings Social In-House
Firstborn has picked up the digital creative business for brand Pepsi after a review that began in September, a PepsiCo spokeswoman confirmed. But Pepsi will handle social media in-house via its new content studio in Manhattan.
The incumbent on the digital business was Cheil Worldwide-owned Barbarian Group, which is trying to rebuild after a wave of personnel departures.
A restructure by the world’s second largest holding company, Publicis Groupe, to simplify its offering has commoditised the company’s agency brands in the process, a prominent PR executive has said.
In an interview with Mumbrella, Alan VanderMolen, the head of independent PR agency WE’s APAC and EMEA operations, was asked for his view on the popular trend of collaboration between agencies and disciplines, which in the context of holding companies the outspoken American described as “bullshit”.
Campaign Live: How agencies should respond to the in-house invasion
The proliferation of in-house operations is gobbling up new business and drawing more talent client-side. What’s behind the trend and how can agencies respond to the threat of being sidelined by advertisers, John Tylee asks.
As star creatives at an agency renowned for its creative potency, Aidan McClure and Laurent Simon could probably have had their pick of the jobs when they quit Adam & Eve/DDB at the end of last year.
Poynter: Ask the Ethicist: Should journalists use Facebook’s new endorsement tool?
A pair of stories broke last week that invoke a familiar question during election season: Should journalists put their personal political views on display?
On Wednesday, Facebook announced a new feature that allows users to publicly support any candidate for elected office. The endorsement can be shared publicly or privately depending on the user’s preference, and candidates can feature public endorsements on their pages.
