The new world of media influence | Why tobacco's unbranding is a wake-up call | Behind Canon's marketing shift

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Campaign Sunday Supplement May 21, 2017

In-depth reads from across Campaign, covering brands, agencies and media What brands should know about the new world order of media influence Nicola Kemp The democratisation of media platforms presents a significant challenge for brands; but marketers must beware of mistaking influence for celebrity. Canon's marketing shift aims for the smartphone generation Emily Tan Canon's new marketing strategy has moved from cameras to storytelling for millennials. Tobacco's unbranding could be a wake-up call for other brands Simon Gwynn The soon-to-be unbranded tobacco industry is warning that others could suffer a similar fate. Labour's canny campaign is beginning to work Benedict Pringle The Labour Party is executing a core vote strategy designed to gain a share of the vote that will keep Corbyn in post - rather than win seats, argues Benedict Pringle, the founder of politicaladvertising.co.uk. 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. Monogamy stifles creativity David Schneider Frustrated by that all-too-familiar back and forth with your long-term partner and craving stimulation? Try experimenting in groups, David Schneider says. Case study: How the Suzuki Saturdays campaign sold out cars Rachel Courtney It took a leap of faith from both Suzuki and the producers of ITV's hit Saturday-night show to help the car brand break out of the middle-market doldrums, writes Rachel Courtney, head of partnerships at the7stars. No end in sight for TV vs YouTube battle Gideon Spanier Barb accreditation would give YouTube much-needed clout, but measurement is only part of the story. A view from Dave Trott: People create language Dave Trott When he was young, Captain Charles Boycott wanted to make his name. OMG's Philippa Brown faces turbulence head-on Gideon Spanier Omnicom's media division has streamlined to deal with uncertain times, Philippa Brown tells Gideon Spanier. Make advertising's voice heard in post-Brexit Britain James Murphy We need to show the government what we can offer the wider economy and get help infuture-proofing our industry in a post-Brexit world. Here's how, James Murphy writes. Promoted The Thinkboxes: March/April 2017 Thinkbox Which TV ads made the shortlist this month, taking a leap into the unknown? 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 Agency Sales Account Manager Competitive salary package with ability to earn 60% of salary in bonus Primesight, W1T 2BU, London International Sales Manager - Media Up to £40,000 + uncapped com (OTE £55,000) /pension/healthcare b3-media, West Sussex Account Director Around £50k + excellent benefits MODA consult, London (Central), London (Greater) Account Director / Senior Account Director £55k - £65k + benefits MODA consult, London (Central), London (Greater) Account Manager (Data) £30 - £40K Direct Recruitment, London (Central), London (Greater) FASHION MARKETING MANAGER (CONTRACT) Competitive Package + Benefits Mission, London (Central), London (Greater) Account Director Competitive salary + benefits Big Dog, London (Central), London (Greater) Business Director - Client Planning Competitive Package + Benefits MediaCom, Leeds, West Yorkshire Communications and Marketing Director Salary commensurate to experience, plus generous benefits package Tech Partnership, London, SW1H 0BH Account Manager - branding, design, marketing £28000 - £32000 per annum Gabriele, London

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