BT boss Patterson: marketers must take action on brand safety | Industry resists MPs' calls for more curbs on junk-food ads | Broadcasters boosted by YouTube brand boycott

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Campaign: Brands March 30, 2017

Brand news and analysis, powered by Marketing BT boss Patterson: marketers must take action on brand safety Gemma Charles Brands must step up and take action in the wake of the Google brand safety scandal, warned the chief executive of BT. Industry resists MPs' calls for more curbs on junk-food ads Emily Tan The ad industry has rejected MPs' calls for stricter advertising restrictions to tackle childhood obesity, and instead called on the government to target long-term behavioural change. Broadcasters boosted by YouTube brand boycott Gideon Spanier Channel 4, ITV and Sky have seen a jump in ad revenues for their video-on-demand platforms as a result of advertisers boycotting YouTube. Connected tech is not just for 'geeks', British Gas says Emily Tan The connected home concept is failing to resonate with consumers because they don't understand the benefits and think it's for "geeks", according to British Gas' head of marketing. Hellmann's refocuses ads on taste and food culture Sonoo Singh Hellmann's has ditched gender segmentation in its marketing in favour of celebrating food culture, global brand vice-president Joanna Allen has told Campaign. Chocolate bars could shrink by 20% in move to cut sugar and tackle child obesity Ben Bold Chocolate bars, biscuits and cakes could shrink following a challenge by Public Health England to food manufacturers to cut sugar in their products by 5% this year and 20% by 2020. Tesco brand 'most associated with Brexit' Ben Bold Tesco is the brand most associated with Brexit, research has revealed, with the supermarket winning the accolade on the day that Theresa May signed Article 50 and started divorce proceedings from the EU. Cancer Research UK invites smokers to puff into bus shelter Ben Bold Cancer Research UK has created an interactive outdoor poster that encourages smokers to blow into a circle and see how smoking has affected their breathing. Video brand safety increases despite current YouTube crisis Emily Tan The risk of ads being served next to content deemed inappropriate to brands has actually decreased globally from the first half of last year, from 11.2%, overall, to 8.9% in the second half of 2016. Poundland ups stakes in value fashion with Pep&Co roll out Ben Bold Poundland is attempting to compete with the likes of Asda's George by rolling out value fashion brand Pep&Co across more than 100 of its stores. CMOs: an endangered species? Claire Beale I don't want to worry you unnecessarily, but is the chief marketing officer facing extinction? What do boycotting brands really want? Maisie McCabe If advertisers are serious about forcing Google to clean up its act and take extremist content seriously, it is in their gift to do so. YouTube needs a total rethink about its brand purpose Gideon Spanier YouTube must not allow ads to be served unless the content has been approved and correctly classified Promoted Are you creating thumb-stoppingly good video? Georganna Simpson The world is watching video more than ever before - giving advertisers growing opportunity to connect meaningfully with consumers. That's what Mondelez, Nissan, Cancer Research UK, Facebook and Brightcove believe... Promoted February's Aerial Awards winner: Kit Kat 'Have a break from Valentine's' Radiocentre How a clever choice of voice clinched the win for Kit Kat If you are enjoying this bulletin, subscribe now to get even more news, analysis and insight from Campaign, including unrestricted access to campaignlive.co.uk. Click here for subscription options from just £37 a quarter. Campaign Jobs Product Manager Up to c.£40k + bonus, pension & medical cover Alpro, Birmingham, West Midlands Direct Marketing Manager £45000 per annum + Benefits Bodhi Resourcing, London, City of London Project Manager - creative communication agency £23000 - £26000 per annum Gabriele Skelton, London Proposition or Product Director – Pensions £80000 - £84000 per annum Regan & Dean Recruitment Limited, London Senior Account Director - Events Negotiable The Great & The Good, London Brand Marketing Manager Up to c.£65k + bonus, car or allowance & benefits Ricola, Midlands based – office or home, flexible base Brand Manager Competitive package Slimfast, M4/M3 corridors Senior Marketing Manager (SIO) £42,709 - £48,984 Home Office, London (Greater) Marketing Manager (IO) £36,592 - £42,995 Home Office, London (Central), London (Greater) DIRECTOR – BRAND & INNOVATION NYC Competitive Butterfly London, New York City, New York

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