In brief: Will K-pop push Korean beauty brands in China?

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In other news: More opinion from Ad Week Europe ... New tools from Facebook, Google ... Facebook gets creative in Asia ... Lowe Profero expands to San Francisco.

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The latest from Ad Week Europe. (Campaign UK, Marketing) Microsoft's UK CMO, Philippa Snare, has rebuked brands that try and maintain an emotional connection with customers at the expense of giving them a useful service. Speaking at Advertising Week Europe, she dismissed the idea that consumers want to be "friends" or champions of brands, pointing out that most customers want the best service at the cheapest price. ... Matt Elek, managing director of Vice EMEA, told an audience at Advertising Week Europe that many brands which decide to advertise with the subversive media group end up compromising their initial vision and end up with inauthentic content. "A lot of brands say they want to be edgy and authentic, but by the time they get into what 'edgy' is going to entail, they get nervous about anything that’s not mainstream." ... Former Telegraph journalist Peter Oborne launched a scathing attack on the ad industry and all those who work in it. He said: "Advertisers are snake oil salesmen. I’ve no doubt that people in this room fall into that category, many of them. They represent everything that is most meretricious and shallow about British society. They represent in particular the Americanization of British society."

Lowe Profero moves into San Francisco. Lowe Profero, the digital arm of Lowe and Partners, is strengthening its global presence with the opening of its first West Coast office in San Francisco, and the expansion of its Asian network to  Bangkok, Thailand. The new offices join Beijing, Chengdu, New York, Hong Kong, London, Seoul, Singapore, Shanghai and Sydney.

Does Chinese K-pop craze spell sales for Korean beauty brands? (Campaign Asia-Pacific) How much of the Chinese craze for Korean pop culture actually spills over to beauty brand preferences and purchases? Not as much as you'd expect, according to a quantitative study by Nielsen. Despite a sharp rise in awareness of Korean brands, mainland respondents still trust that French beauty products have higher quality (73%) than Korean ones (65%).

Facebook head of global accounts on driving creativity in Asia-Pacific. (Campaign Asia-Pacific) For the first couple of years it was really about Facebook justifying our presence on the media plan," Marco Corsi said. "What we've seen in the last six to 12 months is mainly a focus on creativity."

Around the Web:

Facebook announces mobile app ad analyzer. (VentureBeat) At today’s F8 conference, Facebook announced plans for a new ad analytics tool designed to let mobile developers track the performance of their app campaigns.Facebook plans to launch the tool this summer, and it will be free, Facebook director of platform products Deborah Liu said.

Google helps TV watch you. (Wired) Google announced a trial run of its new TV ad-targeting capability in its product forum for Google Fiber, its super-fast internet service available in select US cities. Subscribers to its cable-like Fiber TV package in Kansas City will be the first test subjects for the experiment.

Milliennials still drive McDonald's sales. (Business Insider) Despite claims that they're too healthy for the stuff, Millennials still go to Mickey D's more than any other restaurant chain, according to analysts at Morgan Stanley.

Study: Alcohol advertising has little effect on consumption. (University of Texas at Austin) Despite alcohol advertising facing increasing regulatory pressure in the U.S. and abroad, new research from The University of Texas at Austin shows that advertising has little if any effect on overall alcohol consumption. In a study published March 23, 2015 by the International Journal of Advertisingresearchers have found that there is either no relationship or a weak one between alcohol advertising and total consumption of beer, wine and liquor. However, they found that advertising may be related to consumers’ choice of brands or categories of alcohol beverages.

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