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Over 30% of brands to focus on improving communications to women in 2018 suggests Pearlfinders research

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Pearlfinders has released its latest annual Global Index research and with national and international news agendas being heavily focused on diversity issues in 2017 the new report shows that 33% of brands in Europe are planning to increase their marketing to female audiences during 2018.

Research for the Global Index is conducted throughout the year and sees some 10,000 interviews with brand marketers conducted to measure trends and to reflect the purchasing intentions of the brand at the time of interview.

2017 started with the global Women’s March and concluded with Time magazine declaring the #MeToo Silence Breakers its ‘Person of the Year’ demonstrating a major global cultural shift, which it seems brands are taking seriously and are planning to back heavily with increased female orientated communications in 2018.

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What marketing services brands are expected to review in 2018

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Findings suggest that in 2018 brands are set to increase their spend on Content by five per cent, increase spend on digital marketing to females by 3.1 per cent and increase consumer PR spend to women by 2.2 per cent, with the greatest year on year increases expected to come in the fashion and travel sectors.

Speaking of the findings Richard Dodgson, founder and creative director at Timebased Events, said: “We’ve been inspired by movements like Sheryl Sandberg’s ‘Lean In’, Verizon’s ‘Inspire Her Mind’ and Puma’s ‘Do You’, with powerful women and meaningful messages at the centre.

“We work with brands that build events to contribute to the culture their audiences care about, and we’re expecting 2018 to be the year of women. In 2018 it will be more critical than ever for agencies and brands to understand how to trigger female emotions – and events will be at the very heart of delivering this.

“Access to positive associations with the worlds of fashion, design, music, film and celebrity culture will be needed by sectors like consumer electronics and sports like F1, who will be looking to prioritise the female audience.”

Other top line findings from the Global Index suggest the following:

• 14% of brands are planning to review their advertising AOR
• 26% increase in brands overhauling youth marketing
• 47% increase in brands targeting young HNWIs
• 76% of FMCG Food brands planning agency reviews in 2018 want to enhance their healthy credentials
• B2B marketing is getting sexier – even in the Industry & manufacturing sector 15% of all upcoming marketing projects are seeking an integrated creative agency
• 28% increase in the number of brands citing “authenticity” as a 2018 marcoms priority

Reflecting on the Index findings and how they will impact on the industry in 2018 Serge Vaezi, chief strategy and creative officer,UK& EMEA at Ogilvy PR, said: “2018 will see the on-going rise of brands that look at their marketing model as needing to add value in order to generate ‘news’. These brands understand the necessity to ‘talk less and do more’ in order to earn cultural relevance. Why?

“The proliferation of ad blocking technology is showing no slow down. We are seeing a swing back towards traditional, established news brands in a clear backlash to ‘fake news’. And more brands are behaving in a way that consumers, media and influencers find genuine, authentic and interesting.

“Consequently more clients are asking for strategies to make them culturally relevant. Big, channel agnostic ideas are fine, but the consumer is ever more demanding in their desire to know what’s in it for them."

Reinforcing this view Alex Charkham, strategy director at FUSE, added: “Technologies and innovations that can help create experiences will become more central to brands’ strategies and will also mean greater accountability and measurement for clients – better linking online and offline behaviours/ identities. VR and AR have already started to be more consistently employed by brands.

“The next step will be data and AI enabled frictionless personalised experiences, content distribution built increasingly around individual interests, technologies that allow audiences to become creators and tools that support better real-time data collation.

“There is a watch-out here though for brands; in such a fast-moving landscape it will become even more vital to maintain a clear purpose and identity in order to ensure that innovative activations contribute to brand goals, rather than becoming an end in themselves.”

The Pearlfinders Global Index can be accessed here.

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China marketing specialist Hot Pot hires Cat Navarro as Chief Operating Officer

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Hot Pot, the full-service China marketing agency, has hired Cat Navarro, a business transformation specialist of more than 15 years, as its first-ever Chief Operating Officer.

For the past five years Hot Pot has been steadily growing its business, but with the massive acceleration of Western brands entering the Chinese market and the prediction that China will account for 60% of all e-commerce by 2020, it has put in place ambitious plans to scale-up and match that expansion.

Cat’s appointment reflects the company’s ambition. Her responsibilities will include the dual roles of implementing and overseeing transformation strategies, growth strategies, management structures, operational duties and workflows as well as acquisition, retention and training of talent.

Cat has spent 10 years leading high-profile change programmes for large organisations (SITA, AMP) and Australian government bodies (police force, housing). She then transferred those skills to scaling early-stage London-based businesses such as Quill Content, Ometria and The Sandpit.

Jonathan Smith, founder and CEO of Hot Pot, said: “We are excited to be entering the next phase of Hot Pot’s growth. To successfully scale the business, we knew we needed someone to have the requisite attention to the granular details but also be able to deliver on our overarching strategic goals.

“Cat’s depth and breadth of experience allows her to do this. She is exceptional at putting the right structures in place, operates at pace, and has an absolute passion for finding and developing the best talent.”

Cat Navarro added: “Hot Pot encourages brands to throw away the rule book and do things differently when it comes to marketing in China, and I’m excited to bring this bold philosophy to my role. When scaling a business that’s niche or disruptive, you can’t just rely on what you know or how others do things. Doing that just puts you on the same playing field as everyone else.

“I’m also thrilled to be leading both operations and talent, because the two are so intrinsically linked. It’s great to work alongside a CEO who invests in his staff as much as he does in the growth and profitability of the company and its clients.”

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10 questions with… Anna Watkins, UK managing director of Verizon Media

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In an attempt to showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Verizon Media's UK managing director Anna Watkins.

What was your first ever job?
It would have been washing my dad's car to earn my £1 pocket money each week. Smart man.

Which industry buzzword annoys you most?
Relatable.

Who do you find most interesting to follow on social media?
@POTUS is truly mind-boggling.

what is the highlight of your career (so far?)
Working with such a creative, inspiring and intelligent bunch of people every step of the way.

What piece of tech can you not live without?
It's baffling that I was born in London yet still seem to use Citymapper every day.

Who or what did you have posters of on your bedroom wall as a teenager?
Adam Ant and Count Dracula (aged 7). I'm not quite sure what that says about me.

In advertising, what needs to change soon?
We need a truly diverse workforce.

If you could change anything about a social media platform you use, which one and what would you choose to do?
It’s more a question of changing myself – I need to flex my creative muscles if I’m ever to make more than one friend on Tumblr…

What is (in your opinion) the greatest film/album/book of your life?
Scarface / Sign of the Times / War and Peace – delusions of grandeur, mine and theirs.

Which industry event can you not afford to miss each year and why?
The big awards bashes – it's like going to a series of weddings where you know half the guests.

The Drum's 10 Questions With… runs each week with previous entries available to view here.

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Mobile carriers end data sharing with location aggregators; should marketers worry?

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The collection and use of real-time mobile-location data has emerged as a critical piece of the larger data-privacy debate. A recent run of negative stories have conveyed the impression that location data usage by marketers is tantamount to spying on consumers.

We’re also starting to see lawsuits, like one recently filed by the Los Angeles City Attorney against the Weather Company, for allegedly misleading consumers about how their location data would be used. More suits will likely follow.

Carriers cut off data sharing. The negative coverage and exposure of some high-profile abuses have motivated major U.S. mobile carriers to cut off location data sharing with third party “location aggregators.” The latest to do so is AT&T, following a story by Motherboard that indicated carrier data was getting into the hands of unauthorized third parties — bounty hunters, in this case — and being used for legally dubious purposes.

As a practical matter, these moves are unlikely to significantly impact use of location data by advertisers on major platforms or in the programmatic ecosystem. AT&T owns AppNexus; Verizon owns Verizon Media Group (the rebranded Oath). Location data will probably still be available to advertisers on these platforms — they’re not “third parties.” (We’ve asked Verizon for clarification on this point and will update the story if they respond.)

Calls for more regulation or legislation. Location data are so valuable and widely available that abuses are inevitable. Some of these increasingly frequent reports are adding momentum to calls for federal data privacy legislation. The carriers’ decision to cut off location aggregators is at least partly an effort to preempt investigations and potentially forestall regulation.

Some location data companies embrace the proposition of clear regulatory or legislative guidelines, however.

For example, PlaceIQ CEO Duncan McCall recently told me in email: “I think that the California Consumer Privacy Act and hopefully a similar federal law (as a state-by-state patchwork of different laws would be good for no one) will not only give consumers protection and confidence, but will finally give the digital data and location data ecosystem a well-thought out set of rules and guidelines to adhere to. This will bring stability and predictability to the industry, and help weed out some of the “wild west” players that have had no interest in investing for the long term good of the ecosystem.”

Most location-data companies also say they adhere to ethical data-collection practices and are scrupulous about being “good actors” in the ecosystem. Some are vocal about the responsible and/or socially beneficial use of location technology. And some organizations (e.g., NAI) are seeking to enforce transparent and ethical data collection standards. Foursquare told me in email that their apps and partners seek opt-in consent for use of location data.

Why you should care. Location data is available from a wide range of sources in the market, including app developers and the programmatic bid stream. The loss of carrier location is not a significant blow to the ecosystem.

However it is reflective of a trend toward the tightening of access to location information more generally. While it remains to be seen whether federal privacy legislation passes in 2019 (multiple bills have been proposed), California’s Consumer Privacy Act will go into effect January 1, 2020. Other states may enact similar or more strict laws, which would lend further impetus to comprehensive federal legislation.

The post Mobile carriers end data sharing with location aggregators; should marketers worry? appeared first on Marketing Land.

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