Morning Update: Piers Morgan to brand marketers: ‘Stop being so bloody boring’; PepsiCo exec has tough words for agencies

AdWeek: Ad of the Day: This Chills-Inducing Preview of Ronda Rousey’s Next Bout Is the Best Fight Promo Ever

It’s hard not to root for UFC world champion Ronda Rousey, but a cinematic promo for her next bout might just leave you undecided.

Clocking in at nearly 3 minutes, “Revolution” from production firm Mothership follows the lifelong trajectories of both Rousey and her Nov. 14 challenger, Holly Holm. We see Rousey witness her first judo bout at age 11, while 16-year-old Holm gets her start with her first tentative shots at a punching bag.

The Guardian: The mainstream is coming for e-sports, but do e-sports need it?

E-sports are going mainstream. Well, that’s not strictly true. The world finals of Dota 2 were watched by 20 million people this year; last year, League of Legends picked up more than 27 million for its finals, and 11.2 million of them watched it live. Esports are already mainstream.

For comparison, the final of the Great British Bake-Off got the biggest viewing audience of the year so far in the UK, with more than 13 million tuning in. What’s happening now is that the rest of the mainstream is catching up.


Ad Age: PepsiCo Exec Has Tough Words for Agencies

Ad agency models are breaking. Pre-roll ads are useless. Measurement models are outdated. The ad industry lacks diversity. And the phrase digital marketing should be dumped.

Those statements were among the declarations made Wednesday by PepsiCo exec Brad Jakeman in a fiery, truth-telling presentation at the Association of National Advertising’s annual “Masters of Marketing” conference in Orlando, Fla.

Digiday: The Under Armour guide to building an underdog brand that beats Adidas

Under Armour’s full-court press has propelled the athletic-wear brand past Adidas in the U.S. and put Nike squarely in its sights on the world stage, according to analysts at Morgan Stanley.

Shares for the company may be trading down at present with the news that its COO and CFO Brad Dickerson will be stepping down, but it is expected to touch $20 billion in revenue by 2025. The Baltimore-based company is also growing at a pace faster than both Nike and Adidas — the two biggest sportswear companies in the world — and will become the third-biggest global sportswear brand in the next decade.


The Drum: Mail Online’s Piers Morgan to brand marketers: ‘Stop being so bloody boring’

Piers Morgan, US editor at-large for Mail Online, has one message to brands – stop being boring.

Speaking at IAB Engage today (15 October) he told the room of marketers that, even if they don’t know it, they are dull in how they’re speaking to consumers.

“[Some] brands are playing up to being safe and corporate,” he said. “I’m attracted to brands with an edge, and a sense of humour.”



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