The week in brief
Coca-Cola to reinvest $1bn in marketing after fall in sales
The soft drinks company – one of many struggling to deal with declining demand – plans to make an extra $1bn (£600m) in productivity savings by 2016, most of which will then be reinvested back into marketing. Earlier this month, it announced a drop in fourth quarter profits as global sales volumes rose less than expected.
Instagram publishes best practice guide
The social media site has published an online guide for marketers, showcasing case studies from brands including Nike and Ben & Jerry’s. The online guide outlines five tips for brands looking to boost engagement with fans on the platform, including “ inspiring action” and “knowing your audience”.
Government on the hunt for ad agency
The Prime Minister’s Office has confirmed it is holding a pitch for an ad agency to work on its Government’s GREAT initiative (which showcases the best of what Britain has to offer). The government announced in December 2013 that it is committing a further £90m to the overall GREAT campaign over the next two years. The pitch is being run by the Crown Commercial Service. In August 2013, Rainey Kelly Campbell Roalfe/Y&R won the advertising business for VisitBritain.
McCain seeks shop to handle digital account
The frozen-food company is looking for a digital shop, Campaign reported last week. Agencies have been contacted with the brief. Stack has held the digital account since 2010, when it won a pitch against Beattie McGuiness Bungay and WCRS.
Morrisons U-turn on toy marketing
The supermarket has announced it will be joining M&S, Tesco, Next and Toys R Us in ending the practice of signs advertising for boys or girls in favour of more gender-neutral displays. The move comes as pressure grows on retailers to use price-based navigation and end the use of pink and blue.
Ads of the week
■ Actor James Cordon flawlessly lip-syncs to Estelle’s “Free” in an online film for Cadbury. Gravity Road created the spot, which is being hosted on YouTube.
■ Cigarette ads are back on TV. British American Tobacco has launched the first ever TV commercials for its Vype brand of e-cigarettes. Iris Worldwide created the spot, which is slated to appear more than 300 times during TV breaks.