Advertising's influencer marketing dilemma | How The New York Times is driving growth with the truth | Unilever's Sustainable Living success is proof purpose works
May 26, 2017
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Advertising's influencer marketing dilemma
The use of influencer endorsements is accelerating as advertisers try to connect with audiences skeptical of ads, and many are flouting Federal Trade Commission disclosure rules for that reason. "Knowing someone got paid to talk about something makes us much less likely to trust that message," Wharton marketing professor Jonah Berger says.
Knowledge@Wharton (5/23) 
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Top 10 takeaways from Marketing United
At Marketing United 2017, the smartest minds in the industry came together to help digital marketers find breakthrough ideas to conquer their toughest challenges. These are the 10 most impactful takeaways, and they'll help you see your marketing in a whole new light. See them now>>
Marketing Strategy
How The New York Times is driving growth with the truth
How The New York Times is driving revenue with the truth
Kopit Levien (Ilya S. Savenok/Getty Images)
The New York Times' chief revenue officer, Meredith Kopit Levien, talks about how the publication's "The Truth is Hard" campaign showcases its journalists' fight to bring trusted news to readers, and how the effort is paying off in terms of subscriber growth. "This is brand work, it is not direct marketing work," Kopit Levien says of the campaign.
Advertising Age (5/24) 
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Unilever's Sustainable Living success is proof purpose works
Unilever's Sustainable Living brands comprised 60% of the company's growth last year and grew 50% faster than its other brands. These figures demonstrate that purposeful marketing works and that marketers should "start thinking about how to create the right environment for designing and implementing purpose strategies for their brands," Given's Becky Willan writes.
Campaign US (free registration) (5/25) 
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Creativity and Marketing Innovation
Why Ogilvy said swipe right for Southern White Rhino
Click to watch video (OgilvyOne Africa/YouTube)
Ogilvy Africa put a Southern White Rhino called Sudan on Tinder for Kenya's Ol Pejeta Conservancy to raise funds for IVF and other fertility treatments that could help to save the critically endangered species. The global campaign, which also included digital video, print and radio, went viral and was co-written by Ogilvy's Chris Wall, who died this month.
Advertising Age (5/22),  Adweek (5/25) 
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AwesomenessTV helps fashion, beauty brands target Gen Z
Beauty and fashion brands are partnering with AwesomenessTV on digital series targeted at Generation Z. Hollister's new 24-episode series follows real high school students and allows consumers to buy outfits worn on the show via the brand's social channels.
Glossy (5/23) 
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Marketing Insights and Trends
Build trust by embracing peer reviews
The era of "fake news" has led to an increasingly skeptical audience, which is why advertisers must tap into a mechanism consumers trust -- reviews and recommendations from peers, writes Trustpilot's Peter Muhlmann. Create places where consumers can leave reviews, engage regularly on social and digital forums, and respond publicly to people who have shared a negative brand experience.
Adweek (5/25) 
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Measurement and Technology
How mobile marketers can reach out to motoring public
Mobile marketing began with billboards that appealed to the motoring public and is shifting to cars that are connected to the internet. Bill Ogle explores how marketers can take advantage of the technology as it relates to consumers on the go.
MediaPost Communications (5/25) 
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ANA Update
What you need to know about eSports
ESports is a growing field that represents numerous potential advertising opportunities for marketers. Its primary audience is millennials, a demographic that many brands are attempting to engage with. In this webinar video, learn why brands that enter eSports need to be authentic and commit to treating the players as athletes.
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Join CMOs at Intuit, Lane Bryant and Marriott in San Diego
Register now for the 2017 ANA Digital & Social Media Conference, presented by Meredith, July 12 to 14, in San Diego, Calif. Hear the latest on AR, VR, AI, social media, e-commerce, native advertising, content marketing, measurement and more. Speakers include:
  • Lucas Watson, CMO at Intuit
  • Karin Timpone, global CMO at Marriott International
  • Brian Beitler, EVP and CMO at Lane Bryant
  • Doug Busk, global group director of digital communications and social media at The Coca-Cola Co.
  • Heather Figallo, senior director of innovation and labs at Southwest Airlines
  • Catherine Balsam-Schwaber, chief content officer at Mattel Brian Hovis, head of customer acquisition, media and digital, at Nordstrom
Register now.
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Editor's Note
SmartBrief will not publish Monday
In observance of Memorial Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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