Why Malibu rum is spending 75 percent of its marketing budget on digital, The Pokemon Go effect: Agencies pile on the craze, Inside NBCUniversal's content studio, Inside the agency: A 360 degree view of 360i London's new 'agile' office,
| Lucia Moses Creating original editorial content is expensive. That's why modern publishing is as much an exercise in dusting off and repurposing old articles as it is creating new ones. The approaches range from BuzzFeed applying the listicle format to new topics and repurposing video as text to The New York Times targeting old articles to new audiences on Facebook. “If we have good stories that become relevant again, we should use them again,” Vox.com’s Matthew Yglesias said. Publishers run into ethical issues when they try to pass off old articles as new, though. |
| | | Tanya Dua Just like the setting sun on its iconic white bottles, things haven't been looking up for Malibu's sales in recent years. But the brand’s bet on digital has helped it usher a turnaround. After the Pernod Ricard brand's sales fell by 3 percent in 2014-2015, things finally started to look up in late 2015, with volume of sales increasing by 4.3 percent in September 2015. Some of its most recent campaigns have included a social campaign targeting millennial bros on Facebook, Instagram and Twitter, a bunch of Snapchat lenses and sponsored filters and most recently, a search-driven video campaign. |
| | | Yuyu Chen Pok?mon Go is hot and agencies are piling on the game craze. Mirum has a new Slack channel for its 20 players, while Huge already started applying the gaming mechanics into retail marketing. Deep Focus, on the other hand, has a new company policy, while at Arnold Worldwide’s Boston headquarters there are in-office rivalries. | | | | Sahil Patel Three months ago, NBCUniversal launched a companywide branded-content studio, which aims to work with marketers to create original videos and photos and distribute them across social platforms. Staffed by a dozen people, The NBCU Content Studio pitches the company's decades-long history in creating high-quality content as well as distribution that includes 158 million monthly visitors and additional potential distribution via partners BuzzFeed and Vox. |
| Sharethrough Leaders from across the native advertising industry will gather in San Francisco in July for Native Advertising Summit 2016. Find out what’s next in native. Click to learn more, see who’s attending, and what’s on the agenda. Sponsor content by Sharethrough |
| | | Grace Caffyn It’s been three weeks since the agency moved in, but 360i’s London office — all 11,000 square feet of it — has that new car smell. With six new wins and 19 hires this year, Digiday took a 360-degree tour inside to discover how 360i London is creating a space that can adapt to changing industry demands and the varying needs of its young team. |
| DashBid This year, spending on political advertising in digital media is expected to be seven times larger than the last presidential election, topping a billion dollars for the first time. With the contentious election cycle poised told drive even more dollars toward digital programmatic and video advertising are set to experience as spike courtesy of Donald Trump and Hillary Clinton. Sponsored content by DashBid. |
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