Diageo CMO on successful partnerships and moving into non-alcoholic drinks | Five biggest announcements from Google I/O for the industry | Brands urged to place passion points over data points

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Campaign: Brands May 19, 2017

Brand news and analysis, powered by Marketing Diageo CMO on successful partnerships and moving into non-alcoholic drinks Simon Gwynn Established businesses are increasingly seeing the value in partnering with entrepreneurs - and observing a few key principles can maximise the chance of a win-win outcome, Diageo's chief marketing and innovation officer has said. Five biggest announcements from Google I/O for the industry Emily Tan This is what Campaign thinks the industry will be talking about the most from Google's annual developer conference. Brands urged to place passion points over data points Nicola Kemp At a time when consumer trust and engagement are at an all-time low, brands were warned to focus on consumers' passion points over data points in order to connect with consumers. Man Utd's masterplan to be an online media company Adrian Pettett Manchester United has ambitious plans to drive revenues from online video distribution and social media engagement. Maltesers' disability campaign 'most successful' in decade Omar Oakes Maltesers' work featuring disabled cast members was its most successful campaign in a decade, the brand's top UK marketer has revealed. Australian Jeff Goldblum ads branded 'second-hand' version of Currys PC World campaign Omar Oakes Ads starring Jeff Goldblum for an Australian food delivery service have attracted scorn from Abbott Mead Vickers BBDO because they "imitate" a recent Currys PC World campaign featuring the same actor. What Google Lens means for advertisers Ilyse Liffreing The search giant's AI-driven visual search app gives advertisers new ways to connect with consumers. Marketers warned against placing too much trust in algorithms Omar Oakes An over-reliance on data in programmatic advertising is leading marketers astray, brands were warned during a cross-industry panel of senior media owners. Last chance to vote! Marketing Leader of the Year 2017 The shortlist for this year's coveted Marketing Society Marketing Leader of the Year, in association with Campaign, has been announced. In a consumer-led economy, the CMO should be the new CEO Chris Daly It's time businesses looked to marketing for their future leadership, writes the chief executive of the Chartered Institute of Marketing. Cyberattacks a sign for brands to get GDPR compliant right now Sue MacLure You need to know what you're doing with the data you've got to protect it. Nestlé's Pollack: Brands should pay a premium for quality not safety Emily Tan Brands should acknowledge that with digital media, like any other media, quality inventory comes at a cost, Nestlé's head of media communications for UK and Ireland, Steve Pollack told Media360. Alexa Chung shows us that brands and influencers need to learn to communicate Matt Donegan Brands need to be clear about what they want from their influencer partners - or maybe just a little less jealous, writes Social Circle's MD. M&S spot gives the brand a 'youthful, adventurous edge' Unruly Social video experts at Unruly review "Spend it well", the latest viral by Marks & Spencer. Ask Bullmore: Should I pull my brand's sponsorship of a dangerous sport? Jeremy Bullmore My brand's sponsorship is commercially successful but I'm concerned about the athletes and have had no reassurances from governing bodies. Creativity and artistry is about breaking the rules, says BBC's Will Gompertz Emily Tan There is no machine on the planet that can do what every one of us in this room can do. Step out of time and place, think of an idea and realise it, according to the BBC's art editor Will Gompertz. Promoted The Thinkboxes: March/April 2017 Thinkbox Which TV ads made the shortlist this month, taking a leap into the unknown? Promoted New EMR report: Employers should highlight culture and benefits Jennifer Jackson EMR spoke to Victor Lebon at ICP about why he uses EMR's Salary and Market Trend report and how it helps him motivate and retain top talent. 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. 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