Media AM - World Cup fever and Twitter, Guardian Labs, PPA, Channel 5, Project Orange

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22nd May 2014

Brands embrace World Cup fever with help from Twitter As social media becomes awash with football chat, advertisers are finding ways to make a presence. By Catherine Turner. Critical Mass' Campbell takes creative role at Guardian Labs Guardian Labs has hired the Critical Mass executive creative director, Alistair Campbell, to be its first creative director. PPA plots Thinkbox-style marketing agency for magazines Kevin Costello, the chairman of the Professional Publisher's Association and chief executive of Haymarket Media Group, today announced plans for an independent marketing agency to lobby for the consumer magazine industry. Royal London Group sponsors Channel 5's One Day cricket Channel 5 has secured mutual life and pensions company Royal London Group as sponsors of its One Day Series cricket highlights for 2014. Magazine publishers will be hoping the future is bright with Project Orange It is hoped that this week's annual get-together of the magazine industry will be nothing short of revolutionary. More than 500 media executives are expected at the PPA's Reinvented event: a name designed to convey the change that has already taken place across the business, although I'd argue something less complete - such as "Reinventing" - would be more appropriate. ADVERTISEMENT Outlook.com - A new Outlook for advertising 13.9 million monthly users, leading click-through rates, all in a premium environment. What are you waiting for? To find out more click here. It cost £19m to create. Is Route worth it? The audience measurement system took five years to make, but is it fulfilling its potential? Maisie McCabe reports. Future admits its digital numbers don't add up Future, the British publisher of Total Film, T3 and the TechRadar site, has faced up to a sobering reality. In an e-mail to staff in the UK, the US and Australia this month, the chief executive, Zillah Byng-Maddick, gave a frank assessment of the company's performance. Viacom has a decision to make about C5 sales Arif Durrani explores what the future might hold for the broadcaster's commercial operation after its pending sale. How Lewis is beginning to make innovation pay at C4 4oD still offers something YouTube can't, Channel 4's head of digital innovation and partnerships tells Arif Durrani. Latest blogs Coming to a screen near you: Football, Fassbender and the Dinobots Zoe Jones, marketing director at Digital Cinema Media, takes a look at some of the big screen opportunities for brands in the upcoming World Cup and the summer film season. Trading desk debates often ignore the underlying technologies Looking at the pros and cons of using agency trading desks vs independents is admirable, but it's simplifying to a fault the complexity that is the advertising technology space, says Adrian Lacey, managing director of Crimtan. Why innovations in online video dictate a new approach to TV TV, traditionally the blunt-edged weapon in the media agency's armoury, is becoming more rapier-like, and now it's time to rethink how it mixes with online video, says Neil Cunningham, head of digital at Cream UK. How close can Route get to programmatic buying? In an age dominated by performance marketing and programmatic buying, how is out-of-home's £19 million audience delivery system, Route, helping clients improve the efficiency of their investment? Mark Henson, head of business development at Primesight, explores. Trading desks: Are independents the answer to client concerns? Independent trading desks claim to be more saintly than agency trading desks. Are they right? Tom Denford, co-founder of ID Comms, explores.

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