McDonald's Alistair Macrow: pulling bereavement ad was 'the only decision to make' | McDonald's 'dead dad' ad row: marketers have forgotten consumers don't trust them | Canon's marketing shift aims for the smartphone generation

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Campaign: Brands May 18, 2017

Brand news and analysis, powered by Marketing McDonald's Alistair Macrow: pulling bereavement ad was 'the only decision to make' Simon Gwynn McDonald's had no choice but to withdraw its now infamous "dead dad ad" after it provoked fierce criticism from the public and bereavement charities, the brand's top UK marketer has said. McDonald's 'dead dad' ad row: marketers have forgotten consumers don't trust them Chris Arnold Chris Arnold is the founder and creative partner of Creative Orchestra. Canon's marketing shift aims for the smartphone generation Emily Tan Canon's new marketing strategy has moved from cameras to storytelling for millennials. M&S wellbeing drive seeks to combat autopilot trend Simon Gwynn Marks & Spencer is aiming to improve the wellbeing of Brits by encouraging them to snap out of "autopilot" behaviours, its top marketer has said. The big picture has been lost to the short-term click Marcus Rich The short-termism of corporations has trickled into their attitudes to marketing culture, which is losing sight of brand-building. Why the Guardian is now turning its readers into customers Emily Tan If the Guardian is to survive, it has got to stop being complacent about having a large number of readers and start to figure out how to turn them into customers, David Pemsel, chief executive of Guardian Media Group said while speaking at Media360. Short-termism is hurting us all Claire Beale Marketers don't tend to hang around very long. And this is just one example of the ruinous short-termism infecting our industry. Limit collaboration to once a day, new study suggests Emily Tan Collaborative interactions between agencies and their clients should not happen more than once a day, new research has found. Accuracy is absolutely key to voice search taking off Tanya Goodin Voice will see wholesale adoption when the machines really understand us. By the chief executive of digital marketing agency, Tamar. More than a third of Brits think robots will rule everything by 2030 Emily Tan More than one in three (36%) out of 2,000 Brits surveyed are convinced robots will be running our lives by 2030. Promoted Six things we learned at Campaign Underground Stephen Graves Find out what happened when a small audience was invited to delve into consumers' subconscious by going underground for an evening of behavioural insights Promoted Case study: how publishers can use data to identify new audiences Georganna Simpson FS magazine wanted to find new audiences to grow their online presence. We put them in touch with the audience insights and ad analyst experts Quantcast. Here's how they increased website traffic... 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 Research Manager - Quantitative Strategic Consultancy £30000 - £42000 per annum Hasson Associates, London FASHION MARKETING MANAGER (CONTRACT) Competitive Package + Benefits Mission, London (Central), London (Greater) Account Director Competitive salary + benefits Big Dog, London (Central), London (Greater) Business Development Manager Upwards of £35k, dependent on experience ePressPack Ltd, London (Central), London (Greater) Communications and Marketing Director Salary commensurate to experience, plus generous benefits package Tech Partnership, London, SW1H 0BH DIRECTOR – BRAND & INNOVATION Competitive Butterfly London, London (Central), London (Greater) DIRECTOR – BRAND & INNOVATION NYC Competitive Butterfly London, New York City, New York Senior Account Manager 12 month FTC (Maternity leave) £29-32,000 per annum + benefits, pro rata Prophecy Unlimited, Bristol Consultant - Market Intelligence Competitive Three, Maidenhead, Berkshire Head of - Trading Planning Competitive Three, Maidenhead, Berkshire

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