In brief: Startups challenge Burberry for DIY fashion; 50 Cent downplays his brand

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In other news: UK will be first country to allot more than half its ad spend to digital ... Guggenheim Media goes native ... Electrical bananas a sudden craze at Tokyo race ... chasing the "gray dollar"

From the Campaign family:

At London Fashion Week, startups challenge Burberry for DIY fashion. (Marketing) The luxury brand posted across Instagram, Vine and streamed its show yesterday on Asian messaging app Line, giving an increasingly wealthy Chinese audience a glimpse of Burberry’s upcoming offerings from afar. But while Burberry is often lauded as the innovator among fashion brands, a new breed of fashion startups is tapping into the Millennial urge to influence, choose and create by handing the design process back to the customer.

How enthusiasts have disrupted marketing. (Direct Marketing News) The rise of the superfan has put a new face on brand advocacy. Marketers must now not only pay attention to these powerful communities, they must ingratiate themselves in them.

What Apple, Google can learn from festival wristbands. (The Wall) Attention, tech giants: The most successful pieces of wearable tech are items that consumers are happy to wear regardless of the tech. RFID wristbands seen at festivals are designed in-line with the festival’s own branding, making them unique to each event. The versatility and popularity of these products, combined with the fact that they are genuinely useful tools, makes them successful.

Dole electrifies bananas for Tokyo race. (PRWeek) Working with Dentsu Y&R Tokyo, Dole drew attention to its sponsorship of Sunday's Tokyo Marathon by turning bananas into wearable devices that displayed the runner's time and heart rate, as well as motivational tweets.

Around the Web:

50 Cent's discreet brand presence. (Adweek) Plenty of rap stars have launched brands, and 50 Cent's Street King energy drink was no exception when it launched in 2011. But a funny thing happened when the brand remade its image: The likeness of 50 Cent (a k a Curtis Jackson) disappeared. "Curtis was supportive of this pivot," said SK president Sabrina Peterson. "He never advocated that he needed to be on the packaging. It's about making the product the hero, and going back to basics."

UK first country to break 50% digital ad spend. (BizReport) A new study from Strategy Analytics reveals more than half of ad spend in the UK will go towards digital this year, making it the first country in which this has happened. The study forecasts that £8 billion ($12.3 billion) will be spent on digital advertising in the U.K. during 2015. That figure represents 50.4% of total ad spend and is double that spent on television (£3.8 billion/$5.8 billion) which accounts for 24%.

Guggenheim Media creates native advertising division. (Women's Wear Daily) Guggenheim Media’s sister publications, Billboard and The Hollywood Reporter, have created a native advertising division called Adapt Studios. Adapt will be led by M. Tye Comer, whoserved as Billboard.com’s editor. As senior director, Comer will "inform the branded content with an editorial perspective," and report to Dan Strauss, general manager of digital at Billboard and THR, the firm said.

Brands' yen for the "gray dollar." (LA Daily News) Baby boomers outspend other generations by about $400 billion each year on consumer goods and services. In the U.S., the 50-plus population spends $2 trillion to $3 trillion a year. And the 55-plus group controls more than three-fourths of America’s wealth. Businesses and the advertising industry are finally taking notice.

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