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Finalists for The Drum MOMA 2018 Awards announced

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Mobile marketing is pushing new standards in the industry say The Drum Marketing on Mobile Awards judges. This year, the Best Use of Location Based Services category stood out for the judging panel. M&C Saatchi Mobile EMEA commercial director, James Shepherd, said that location advertising on mobile has become much more sophisticated in recent years.

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He added: “Simply serving an ad to someone because they were near a store used to be the norm, but proximity to a retailer does not signal purchase intent. It was good to see several examples that used historical location, competitor conquesting and behavioural data as proxies for intent.”

"It has certainly been interesting to see how different companies are leveraging location to build audiences, to drive footfall and to create unique synergies between the offline and online world," said head of Mobext, Patricia Lopez. "There's also been quite a lot of unique mobile first creatives, and good to see how we have evolved from using just TV assets and placing it on mobile to come up and design unique features that are bespoke for mobile and are now making impactful results."

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The finalists for Best Use of Location Based Services include: GroundTruth and Mobext for Domino's UK; Weve for Carat & Gordon's; GroundTruth and Vizeum for Timberland; Verve for Netflix; GroundTruth and Manning Gottlieb OMD for Renault UK; Fetch – Dentsu Aegis Network and Shop Direct for Very.co.uk; BlisMedia Ltd for Bacardi, OMD UK and Blis; S4M and Factual for Pernod Ricard and Oath UK for Jack Daniel's.

Other areas that stood out for the judges included integration, innovation, ROI and use of data.

Chief strategy officer at Nimbletank, David Skerrett, said: “Mobile is a river not an island – it runs across touchpoints, channels and organisational silos to create new opportunities to innovate. Mobile in isolation isn’t as effective as mobile as a connecting tissue. The wisest entries demonstrated how brands can therefore create business impact led by customer experience and smart marketing, all powered by data and insight."

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The finalists for Best Use of Data include: Spotify Ltd, AMV BDDO, ZenithOptimedia Ltd and MediaCom for Mars (Snickers); Weve for Carat & Gordon's; M&C Saatchi Mobile for BAND; S4M and Factual for Pernod Ricard; Taptica for YEAY and Mobile Journey for Action.

Chairman of the judging panel and founder of Too Many Dreams, Stephen Jenkins concluded: “The judging has been very enjoyable and there's been a healthy debate. When you do the first round on your own you are debating by yourself around what good looks like, what effectiveness really means, how innovative something is.

"So, to get into a room with more diverse range of skill sets and backgrounds, you can really start to dig into the detail of how effective and how award win worthy these campaigns were.”

You can view the full list of nominations here. The awards ceremony will take place at the London Emirates Stadium on May 17, you can now book your table online.

The awards are sponsored by Verve Mobile.

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The changing face of retail: top trends and challenges

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If you were to believe the headlines, the death of the high street is imminent. Since the collapse of Woolworths in 2009 the UK retail scene has seen a wave of high profile administrations. For example, those Friday evening trips to the local Blockbuster are a thing of the past!

However, in reality, retailers are learning to innovate – looking at new ways to engage with audiences and understand the changing consumer dynamics that are determining the way they shop.

So here we have a look at some of the key consumer trends that have already impacted the way brands and retailers approach product positioning and marketing, as well as some of the new retail challenges and (and opportunities) you should be aware of now – before it’s too late!

The Millennial Market

The story of the millennial is only too familiar to readers of The Drum. Born between the early 1980s and early 2000s, these guys are digital natives who have grown up and matured with mobile technology and as such expect to be able to use it in every aspect of their life. Constantly on a variety of social media platforms to document their every move, and updating their profiles to project how they’d like to be seen by the world, the convenience of the mobile device is paramount to this group. And unsurprisingly the UK’s 14 million strong millennial population are more likely to start and end their journey on their smartphones than any other age group, who have started turning their mobile device into a handheld wallet.

Improving the payment experience through self-checkout kiosks and advanced digital payment technologies is essential to keeping the millennial shopper. The relentless focus on perfecting technology has set a new standard across the industry that millennials now accept as the norm. Retailers must be able to provide streamlined, user-friendly systems and processes in order to retain the millennial.

However, the challenge doesn’t end there for retailers, as a personalised retail experience is equally key. Whether this is online or in-store, millennials seek customer service professionals who understand their preferences and make recommendations tailored to their specific needs. Millennials want a customer-centric experience in which they feel wanted and valued. In order to do this, retailers need to closely examine what they’re currently doing with customer data, and ensure this information is being utilised to deliver a more personalised in-store experience.

The Conscious Consumer

Over the years, as manufacturers have looked towards cheaper and quicker ways of getting their products to customers, retail manufacturing practises have taken a serious toll on the environment. Second only to oil, the retail manufacturing industry is the most polluting industry on the planet. However, increasing awareness around these issues – thanks largely to the growing influence of the millennial audience (yes, those guys again) – has given rise to the conscious consumer.

Loosely speaking, being a conscious consumer means shopping and consuming with greater thought given to aspects of the product and business you’re buying from. For example, are they Fairtrade? Are their products responsibly sourced? And are they environmentally friendly? Ultimately this group aim to seek out ways to make positive decisions about what to buy and look for a solution to the negative impact consumerism is having on the world.

Another key concern for the conscious consumer is the way in which brands target audiences, both through advertising and the positioning of their products. As products and services expand to reflect the rich cultural makeup of the population, advertising efforts can be observed leading with non-centred perspectives that fall in line with a view to omni-culturalism, whereby effectively celebrating difference as the only norm. This progression demonstrates the need for brands to engage consumers around values less tied to traditional markers of identity such as race, geographic location and gender.

The Power of Omni-Channel

The omni-channel approach defines the new way in which consumers shop: by using all the options available to them. It could be suing a desktop, laptop, tablet, smartphone, smart TV; they might go direct to a website to research a specific product or arrive through affiliate channels or email; engage through review platforms, apps, etc.

In the UK shoppers say that social media has an influence over what they buy – under 25’s – 60% and 25-34 – 50%, while conducting prior online research on the retailer’s own site or sites of other retailers led to 13% greater in-store spending among omni-channel shoppers.

Although not a retail strategy, it’s still essential to understand the multiple methods people use in their path to purchase as, ultimately, the more channels customers use the more valuable they are! A recent Google study found that omni-channel shoppers are three times more valuable to a brand, with Macy’s stating it is in fact as high as six times.

Geo-Targeting

With the rise of geo-tagging and GPS-connected applications, location-aware marketing becomes increasingly targeted. Engaging consumers by creating a more personalised form of brand interaction, location-based sharing taps into the tech-savvy demographics' desire to connect with their surroundings digitally. This omni-channel approach to consumer engagement denotes an evolution in how brands are targeting younger demographics.

Conversational Commerce

Gartner predicts that by the year 2020, 85% of customer interactions will be managed without a human and that 30% of web browsing sessions will be done without a screen by 2020. ComScore thinks 50% of all searches will be voice searches by that point. Voice user interfaces (VUI) provide consumers with a more natural and intuitive way of engaging with digital technology. This combined, with the growing popularity of connected devices in the home and car, will have a profound impact on how we shop.

Apostolos Lambrianides is group marketing and PR manager at Lick Creative

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Business on the Move: Sky, Royal Caribbean, Nestlé and more

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Welcome to The Drum's Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions

Agency wins

Sky has appointed PR and social media marketing agency 33Seconds as its retained social media partner. Following a competitive pitch, the agency will be executing all social campaign work for Sky Entertainment channels and Sky Kids.

Huawei has appointed Wavemaker as its media agency-of-record for its device marketing division in western Europe. The appointment will bring together all on- and off-line media communications planning and buying across Huawei’s products in the region.

Blueclaw has booked two new clients this week, with cruise operator Royal Caribbean and city card specialist Leisure Pass Group joining its client roster. The agency has been appointed to handle global SEO and content marketing activity for the two brands.

The Royal British Legion has appointed Leagas Delaney as its new agency-of-record. The independent creative communications firm will provide strategic direction and creative solutions to enhance the Legion's brand. The selection process was run through Creativebrief.

Deutsch has been announced as agency-of-record for CPG firm Starco Brands. The agency has also become a significant shareholder in the company, meaning that it will be helping to market products that it also owns.

US Figure Skating, the national body for the sport of figure skating in the US, has extended its marketing brief with Van Wagner Sports & Entertainment. The agreement will now run until the 2025-2026 sporting season.

Barbasol has named Onion Labs, the creative content agency of The Onion, as its creative advertising agency-of-record. The agency will begin by continuing to execute the brand's 'Razor' campaign, marking the company's 100th birthday.

US ice cream brand Halo Top Creamery has joined Eulogy's client roster, following a successful launch project carried out earlier this year. Eulogy has been briefed to devise a media and social media engagement programme to continue driving engagement around the brand’s core audience.

Oat drink brand Oatly has appointed John Doe to lead their UK communications brief. The win follows a competitive five-way pitch.

Interior design specialist Macaulay Sinclair has appointed PR and digital agency Cartwright Communications to deliver public relations and digital support.

Garden building manufacturer Tiger Sheds has appointed Jaywing's search agency, Epiphany, to manage its organic search activity. The Leeds-based retailer awarded the brief to Epiphany following a competitive pitch.

The Technology Group, a Yorkshire-based telephony business, has appointed The Partners Group. The agency has been directed to deliver regional and national PR campaigns to support the firm's growth plans.

Reviews

Nestlé has put its North American advertising business out for review, with a view to consolidating the sprawling sector to between four and six agencies. The move follows a 2014 pruning exercise which saw its roster of 20 agencies cut down to eight.

Acquisitions

Swedish communications agency Spoon has acquired London-based Southerly. Spoon's combined business now spans the UK and the Nordics, and serves brands such as Volvo, Sandvik and Microsoft.

Launches

Maru Group has announced the launch of Maru/Blue, a dedicated business providing brands with access to quality market survey respondents. The firm will be based in Toronto.

Reddit has expanded its partnerships team with the launch of a new sales hub in Chicago. The social platform is aiming to attract more ad dollars and increase brand engagement.

Rockerbox has acquired Eventable, a calendar marketing platform. Eventable will maintain its brand and service, but join Rockerbox's stable of marketing software offeirngs.

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Guardian Media Group and D&AD partner for new global festival

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Guardian Media Group and D&AD have joined forces to oversee a new global festival in London, billed as an annual celebration of the power of creativity and how it moulds both business and culture.

Business leaders, thinkers and creatives will gather under this banner for the festivals launch in 2019, uniting different cultural quarters including design, film, advertising, gaming, music, fashion and architecture in a single goal.

GMG chief executive David Pemsel said: “At a time when digital disruption, automation and AI are impacting every industry, it is clear that creativity no longer simply powers the worlds of media, advertising and design – it is an essential component of any business’s long-term strategy.”

Tim Lindsay, CEO of D&AD, added: “This new annual event will be a one stop shop for anyone interested in creativity, innovation and contemporary culture. The world does not operate in silos. Our aim is to be an umbrella for all creative thinking, a platform for talent, and a place for business leaders, practitioners and the general public to be energised, invigorated and inspired to integrate creative thinking to achieve business success.”

Championing human creativity in the face of a rising tide of automation, AI and big data the gathering is an opportunity for designers to unite for the common good.

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