Saturday edition: Unilever plots U-Studio expansion | Lessons from Pepsi | Why Deezer's app is making music more intimate

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Campaign: Brands April 15, 2017

Brand news and analysis, powered by Marketing Unilever plots U-Studio expansion as it eyes €2bn efficiency savings Emily Tan Unilever is to expand branded content arm U-Studio as it seeks to save €2bn (£1.7bn) a year. Pepsi ad is a lesson in value of diversity Nicola Kemp The backlash to Pepsi's ad featuring Kendall Jenner will make agencies and marketers nervous, but it should encourage them to embrace diversity, industry executives have said. Why Deezer's killer app is making music more intimate than ever Simon Gwynn Flow, the feature that streaming service Deezer has put at the centre of its latest ad campaign, is not just an instant playlist - it is more like a window to the user's soul, says the brand's top marketer. Next's struggle shows what happens when marketers lack the right stuff Helen Edwards If you want to persuade people to buy more, try selling better goods. Timberland raised in-store visits by 6% using location-based targeting Emily Tan Timberland worked with Amplifi, Vizeum and xAd to target fashion-conscious, outdoor-loving 18-34 year-olds with the aim of raising in-store visits. Zoopla ads bring broader brand proposition to life Omar Oakes Zoopla is branching out beyond its property search service as it launches an innovative above-the-line ad campaign featuring hermit crabs next week. Co-op to take over More 4 in next stage of Shane Meadows collaboration Simon Gwynn The Co-op is launching a multi-channel campaign that profiles in detail the diversity of local causes is supports around the UK. Why the chief growth officer is a threat to CMOs Phil Rumbol Coca-Cola's recent move to replace its chief marketing officer with a chief growth officer is a sign of a dangerous trend, Phil Rumbol writes. Boursin kicks off Film 4 sponsorship Omar Oakes Boursin, the French soft cheese brand, has agreed a year-long sponsorship deal with Channel 4 to advertise around the 9pm film on Film 4. Change in strategy helped boost sales, Birds Eye says Simon Gwynn Birds Eye's decision to scrap its "masterbrand" strategy to focus on product categories is transforming the fortunes of the business, its new marketing director has said. Promoted Don't just talk shop: how to change shopper behaviour from desire to action Getmemedia Investing in shopper marketing can mean big rewards and recognition for brands Promoted Going Underground: don't listen to consumers, listen to science Campaign Underground's inaugural event explores what people say they want - and what they really mean Subscribe Now 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. Subscribe Now Campaign Jobs Head of Brand £50,000 - £55,000 + benefits package English Heritage, The Engine House, Swindon, SN2 2EH Global Senior Insight Manager | Premium Beer Company £44000 - £61000 per annum + bonus Elizabeth Norman International, Woking, Surrey / London CRM Graphics Designer Competitive PokerStars, London (Central), London (Greater) Product Marketing Manager £42000 per annum + benefits Brand Recruitment, Bishop's Stortford, Hertfordshire / Royston, Hertfordshire / Saffron Walden, Essex Senior Brand Manager, Online Gaming (Acquisition) £45000 - £50000 per annum + Great Company Benefits Ultimate Asset, London Senior Research Executive/Manager £35000.00 - £40000.00 per annum Elizabeth Norman International, London, City of London / London DIRECTOR – BRAND & INNOVATION NYC Competitive Butterfly London, New York City, New York DIRECTOR – BRAND & INNOVATION Competitive Butterfly London, London (Central), London (Greater) Marketing Manager £40,000 + 11% bonus and excellent company benefits/perks Center Parcs, Ireland Senior Customer Data Analyst – Loyalty Competitive Salary + benefits Debenhams, London Support Centre in Regents Place, NW1 3FG.

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