Print launch Oh My Vlog is sending the internet into a tizzy

Who said print is dead? Magazines just need to cover online celebs.

Heinz ad

Most read: Heinz appoints BBH for European creative account

Bartle Bogle Hegarty has won the Heinz account for creative work across Europe, following a highly controversial pitch process, reports Campaign's Kate Magee. Here's the background:

First, Omnicom decided none of its agencies would take part in the pitch because of an internal rule about extensive payment terms (which it doesn't always apply). Heinz was asking suppliers to wait up to 97 days for their money.

Then, the IPA criticized the pitch process, and Leo Burnett and J Walter Thompson abandoned the process at the shortlist stage after they were told there would be an e-auction on payment.

Heinz Europe’s director of corporate and government affairs, Nigel Dickie, said at the time: "An e-auction is used as a mechanism to capture rate information. It is just one part of the process alongside service, creativity and other factors in our decision making."

Read more of Heinz's appointment of BBH.

Kitcatt Nohr: Ben Golik, Sue MacLure, Ed Beard and Hattie Whiting

Most shared: Last co-founder of Kitcatt Nohr, Vonnie Alexander, exits

Campaign's Kate Magee reports that Alexander will spend some time with her family, before looking for new opportunities next year. Chief strategy officer Richard Madden is also leaving. Another founder, Paul Kitcatt, left three months ago.

Kitcatt Nohr has promoted Hattie Whiting, a client partner at DigitasLBi, to be the managing director of the agency. Ed Beard, currently the head of creative strategy at DigitasLBi, also joins the agency as the chief strategy officer.

Read the full Kate Magee piece and tell your friends (over social media).

Viewfinder. It's a visual metaphor for viewability.

Viewability: It's costing £485m a year and it's getting worse

A new report by Meetrics suggests ad viewability is getting worse, despite attempts to address the problem.

Marketing's Charlotte Mceleny writes that the research claims viewability in the UK is at 49%, compared to Germany's 64% and France's 62% rates.

And Meetrics is pointing at programmatic trading as the problem, connecting the drop in viewability to the increase in programmatic.

There’s no doubt programmatic brings many benefits to advertisers but there’s a flip side to every coin. It’s certainly less transparent than buying directly and there’s also a big question mark about the quality of much of the inventory sold this way and, clearly, that most of it never ends up being seen.

Anant Joshi, director of international business at Meetrics

Read Marketers waste £485m a year on unseen ads and the problem is getting worse, for more.


What the others are saying: About Oh My Vlog! magazine

A print magazine is trending on Twitter. Not a sentence we thought we'd ever have to write.

Egmont Publishing has released Oh My Vlog!, a "web celeb" magazine.

We're not sure why everyone is losing their proverbial collective, but it seems they are. A parody Twitter account, @OHMYVOIG, has been set up. Don't follow it lightly, it will blow up your timeline (#unfollow).

The launch is making Vice feel old, confused, angry and afraid. Metro and Digital Spy curated the reaction on Twitter. Business Insider's James Cook did a hot take, and seemed mildly pleased to pick up some tween slang.

Wired has a quiz that will help you work out if the magazine is for you. We did not get past the first question: Marcus is a famous vlogger on the cover of Oh My Vlog! What is his last name? Pitman or Butler.

Editor Paul Lang confirmed over Twitter that Oh My Vlog! is print only, which is probably a good idea. Can you imagine having a website with comments if you incurred the wrath of a vlogger's fan army?

Lang also said the magazine is currently a one-off, but may be extended depending on its success. Based on earned media alone, it's been a wildly successful launch.

HSBC lift ad

Opinion: I can't have a traditional marketing department, says HSBC's Amanda Rendle

Marketing spoke with HSBC's global head of marketing for commercial banking and global banking and markets, Amanda Rendle, to find out how the bank is getting back to its roots, but that technology's effect on consumers demands a new type of marketing department. So you know what points to hit in your CV if you apply for a job there, here's what Rendle is after:

We need customer insight roles where their job is insight but it’s also about looking at what do those insights really mean? You have so much insight now but can you tell me what we need to do? How do you take all that and turn it into something really useful for our customer? That’s what we absolutely should be doing.

Amanda Rendle, HSBC global head of marketing for commercial banking and global banking and markets

For more, read Charlotte Mceleny's interview with HSBC's Amanda Rendle.


Compiled by Jonathan Shannon

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