This week's top features and opinions: Zero-based budgeting; Claire Beale; You & Mr Jones' new brand-tech arm; Super Bowl ads reviewed; Dave Trott

 

View in web browser | Add to safe senders list Campaign Sunday Best February 14, 2016

This week's top features and opinions What impact will zero-based budgeting have on agencies? John Tylee Is ZBB, which is gaining traction among advertisers, another excuse to slash and burn? Zero-based budgeting: marketing's latest fad Claire Beale Setting a budget can be a crude and unsatisfactory process. Blood brothers: how You & Mr Jones' brand-tech practice will work Kate Magee How the new 'brand-tech' practice headed by George Prest and Drew Burdon, and its relationship with You & Mr Jones, will actually work. Who won the Super Bowl ad game? Kate Magee Mutant babies, singing sheep and the 'Walken closet'... No, not the cast of a Barnum production but the stars of this year's ad spectacular. A view from Dave Trott: We believe what's interesting Dave Trott In 1954, Linus Pauling won the Nobel Prize in Chemistry. Tech viewpoint on mobile Graham Moysey Mobile is everywhere. This is the key theme for the upcoming Mobile World Congress in Barcelona - and, with consumer consumption of mobile media rising faster than ever (mobile is expected to hit 29 per cent of consumers' total time spent with media each day in 2016), it has never been a more relevant statement. On the Campaign couch: How do we get along post-merger? Jeremy Bullmore After being acquired, my agency is moving into an office with our new owner. Cadbury's new Milk Tray Man on taking the 'iconic role' Last week, Cadbury unveiled McBride, a firefighter from Liverpool, as the new Milk Tray Man. He beat 20,000 people to the role after a competition that kicked off in October 2015. The real reason you don't ride a hoverboard to work Annette King Many of you reading this may be too young to remember fighting over Cabbage Patch dolls or Buzz Lightyear toys. Is commercial radio's audience rise due to BBC budget cuts? Gideon Spanier Commercial radio's content and reach have helped its listener numbers overtake those of the BBC. Things we like: Fox livening up Old Trafford Manchester United is struggling to get near the summit of the Premier League table but it has come up with a potentially winning commercial partnership with Rupert Murdoch's 21st Century Fox. Can we focus on the positives of publishing? Tom Darlington Agencies and advertisers should support these valuable brands and push for more data from the ABC. Say anything about Twitter but at least it will pay tax Gideon Spanier No-one likes Twitter at the moment. Writing this ahead of Twitter's annual results, which were due late on Wednesday, it is clear that there are problems, with an exodus of senior US talent and the share price hitting a record low this week. Gunn Report For Media 2015 Gideon Spanier The most-awarded work in 2015 made use of tech and data - and brought fame to brands too, Gideon Spanier writes. Wanted: manbassadors to join the diversity fight Paul Frampton Agency bosses, especially those who are men, must also focus on inclusion, equality and well-being, Paul Frampton writes. Technology giants doing wrong? It makes me mad Marc Mendoza What a palaver. Google executives are grilled by MPs to justify why the world's most valuable company pays a lower percentage of tax than just about anyone in the UK, a few weeks after its £130 million payment - meant to recast them as decent citizens - backfired spectacularly. Aspirational intelligence: Alan Rickman and David Bowie Paul Burke David Bowie and Alan Rickman were both informed by their humble origins but that's not why they were ultimately successful. Today's working-class creatives, however, appear more preoccupied with 'bloking down' and wearing their background as a badge of honour, Paul Burke writes. Private View: Gerry Moira and Rob Potts Havas Worldwide's Gerry Moira and Saatchi & Saatchi's Rob Potts review ads by Nike, Kit Kat, St John Ambulance, Ford, and WaterAid. Diary: Suits not welcome Staff Carl Johnson, Anomaly's co-founder, has a unique way of dealing with his paymasters - he doesn't let them into his building. Campaign Jobs Executive Strategy Director £110 - £120K + benefits Rare Selection, London (Central), London (Greater) Content & Commercials Producer (Digital & Broadcast) £40k+ (negotiable depending on experience) Blonde, London (Central), London (Greater) Business Director - Global FMCG Brand £55000 - £65000 per annum + Agency Benefits Ultimate Asset, London SENIOR ACCOUNT EXECUTIVE- RETAIL AND ENTERTAINMENT 25/27000 JEFFERSON, London (Greater)

manage bulletins unsubscribe

© 2015 Haymarket Business Media Teddington Studios Broom Road Teddington, Middlesex TW11 9BE Phone: +44 (20)8267 5000