Morning Update: Why Reese’s Pieces skipped consumer testing; Unilever’s ethics lesson; how to send content viral; WPP’s Sorrel contenders

AdAge: Behind the Speedy Reese’s Pieces Peanut Butter Cups Debut

The rapid creation of Reese’s Pieces Peanut Butter Cups, a mashup of two well-known treats, is a case study in how brands can more quickly come up with new items and engage with fans.

In case you missed it, Reese’s Cups and Reese’s Pieces are getting together this summer. As the product won’t hit stores until July, Hershey Co. was not exactly ready to announce it as early as it did, with an official confirmation on May 12 after a week of teasing.

Campaign Live: Why brands should take a lesson from Unilever on sustainability

The consumer has now become the dictator, forcing many big brands to change their ways. In its latest sustainability report, Unilever has revealed why its focus on this issue is proving good for business, writes Chris Arnold, founder of ethical marketing agency Creative Orchestra.

 It is a message that eco-ethical business people have been pushing up the levels to big brands for years. Many brands that have gained a valuable foothold in established markets, like Innocent, Pret, Lush, Ella’s Kitchen, Method, have ethics at their core.
I've seen that like a million times!
Mumbrella Asia: 5 tips for making content go viral
In this guest post, Robert Höglund has some advice for marketers on how to make super-popular content for the social web.Creating a viral hit is the quest for the holy grail that scores of marketers set out upon but from few return successful. Here are five tips for improving your odds for viral success.


the search for martin sorrells replacement
At some point, we all leave our jobs. The question is when.” And so Roberto Quarta, chairman of WPP, set the hare bolting.

The subject of who will succeed Sir Martin Sorrell, 71, as chief executive of the world’s biggest marketing services company has been on the burner for more than a decade now. Now Quarta has turned up the heat. Whether Sorrell resigns “tomorrow, in one, two, three, four or five years, or even over a longer period, we have already begun to identify internal and external candidates who should be considered… Shareowners should have no doubt that we already have a strong pool of internal and external candidates to draw from.” So who? An adlander? A financier? A Brit? A woman? Campaign asks around.

brand chalk board thinkstock

Campaign Live: The path to brand enlightenment follows the course of love

Segregation benefits neither culture nor communication. But where the lines blur between client and agency, between one department and the next – that’s where extraordinary happens.

When you get a chance to start again, you get an opportunity to change the rules. Not simply the grubby issue of how much you charge, but a philosophical view that can be summed up in the less-than-philosophical phrase: “How can I have as much fun as possible?” It seems like a simple enough question, but break it down and you have to think about it a bit harder: Why do you work? Who do you work for and with? Why them? What will you do for them and they you? How much time do you want to give to it? What are your values? What don’t you want to do?

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.