Mars global CMO Clarke: we need to tell our story better | WPP partnership warns brands: 'treat Amazon as a media channel or become obsolete' | Has Keith Weed steered us in the wrong direction on brand purpose?

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Campaign: Brands June 28, 2017

Brand news and analysis, powered by Marketing Mars global CMO Clarke: we need to tell our story better Sonoo Singh Chief marketing officer and chief customer officer at Mars, Andrew Clarke, explains why he wants to ramp up purpose-driven activation for all his brands and talks about creating a more sustainable form of globalisation. WPP partnership warns brands: 'treat Amazon as a media channel or become obsolete' Omar Oakes WPP agencies Mindshare and Possible have entered into a one-stop-shop partnership that will offer brands creative, data and media services across the entire Amazon shopping ecosystem. Has Keith Weed steered us in the wrong direction on brand purpose? Alex M H Smith Weed made the error of equating purpose with worthiness and in doing so seemingly forgot what his brands are really for. McDonald's sponsors Capital daytime radio and festivals Omar Oakes Global's Capital has secured McDonald's as daytime sponsor across its radio network as the fast food giant targets 16- to 24-year-old festivalgoers. Winning Creative Effectiveness Lions have a human connection Heather Andrew The winning Creative Effectiveness Lions display an array of strategies that tap into our need to connect with others. Campaign TV: How Accenture's new AI tech combats ad-blocking Daniel Allen Accenture Interactive's R&D unit, based in Sophia Antipolis, France, has created a potential alternative to pre-roll ads. McDonald's, Sport England and Professor Brian Cox to headline IAB Engage Simon Gwynn McDonald's vice-president marketing and food development, Emily Somers, is among marketers set to appear at Engage, IAB UK's flagship conference, which returns to the Barbican in London on 18 October. Movers and shakers: General Mills, Vice Media, Paddy Power Betfair, McCann and more Staff Welcome to Campaign's weekly round-up of the hires, departures and promotions across the industry. Promoted The secrets of commercial storytelling... Georganna Simpson Campaign and Turner uncovered Burger King, Microsoft and McCann's secrets of commercial storytelling... Promoted Take back control of your brand from YouTube Joe Foster, CEO of Easel TV It's time to own your content. Properly own it. Host it, broadcast it, safeguard it and monetise it. And there are ways... 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 Senior Account Director £55k+ Direct Recruitment, London (Central), London (Greater) Senior Marketing Executive (Events) £25000 - £27000 per annum Regan & Dean Recruitment Limited, London, City of Westminster / London Head of Planning Up to £90k DOE air recruitment, London (Central), London (Greater) Senior Account Manager - Creative Agency £34k - £37k Spectrum 360 Recruitment, London, Central, Soho Head of Strategy Up to £130,000 Mellor Partnership, London (Central), London (Greater) Account Director - Content Marketing £50k-£60k Talent Creative & Media, London (Central), London (Greater) Partnership Contract Manager £52,531 per annum plus excellent benefits Smart Energy GB, London (Central), London (Greater) Marketing Account Manager Up to £25,000 + Benefits Bray Leino, Devon DIRECTOR – BRAND & INNOVATION NYC Competitive Butterfly London, New York City, New York DIRECTOR – BRAND & INNOVATION Competitive Butterfly London, London (Central), London (Greater)

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