…taking a look at a few of the marketing and media news stories that have happened this week…
The Guardian cancels all Google and YouTube ads indefinitely over extremist links
Following UK government demands for an explanation as to why public campaigns are popping up alongside extremist material, The Guardian has cancelled all advertising on Google and YouTube in protest at the placement of its membership ads in proximity to extremist material hosted by the search giant.
Staff at the newspaper took the decision to sever all ties in response to the ‘completely unacceptable’ misuse of their ads, which is believed to have occurred when an agency acting on its behalf made use of Google’s AdX automated ad exchange.
The government meanwhile has placed a ‘temporary restriction’ on its own YouTube advertising. In a statement a government spokeswoman said: “Google is responsible for ensuring the high standards applied to Government advertising are adhered to and that adverts do not appear alongside inappropriate content.
Quorn reveals new identity as it accelerates worldwide growth
Meat substitute Quorn is accelerating its plan for global growth with the introduction of a new packaging design and brand identity to broaden the appeal of the meat free brand.
The new look is part of a wider £10m relaunch that has seen the brand target what it calls Healthy Discoverers- those looking for alternative healthy foods- without alienating its core consumer base.
To reinforce the brand name, a subliminal ‘Q’ is formed throughout the photography, either with the handle of a dish or cutlery resting on a plate.
The new packaging will be rolled out this month.
The North Face and rock band White Denim release single for Spotify
Outdoor apparel company the North Face has worked with rock band White Denim to release a song on Spotify that is only available in locations where it is raining.
The campaign, aimed at promoting the North Face’s Apex Flex GTX waterproof jacket urges the public to embrace the elements through listening to the White Denim song ‘Rain Drop’ – which marks a first for Spotify’s ad wing, as it’s the first song released using geotargeting technology – in this case, rainy areas.
“Our entire brand is based around the idea that adverse and changing conditions aren’t just to be tolerated, they are what shapes a great life lived outdoors,” said vice president of marketing at the North Face, Tom Herbst.
“For this campaign, we want to change the way people think about rain – as not something to hide from, but something to be sought out and celebrated. Dropping a song only when it is raining is designed to delight, inspire and mimic the same sense of anticipation and excitement that you have when heading into the wild.”Share