Inside Marketing - October 9th, 2019

Inside Marketing (Oct 9th, 2019)

"The Addams Family" Blitz / Twitter's Marketing Trouble / Amazon Strategy Change

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1. Twitter is in hot water after admittedly using security information for marketing purposes. Users have long been required to provide the social network with a phone number to authenticate their accounts, but now the company says it also "inadvertently" used that intel, as well as user email addresses, in its "Tailored Audiences and Partner Audiences advertising system." "When an advertiser uploaded their marketing list, we may have matched people on Twitter to their list based on the email or phone number the Twitter account holder provided for safety and security purposes," Twitter says. The company says it discovered the issue on September 17 and discontinued the practice then. - AXIOS

2. Shopify CMO Jeff Weiser says that the company launched its first-ever marketing campaign to help people understand what Shopify does. The 10-city TV, digital, radio, social and out-of-home campaign, which is called “Let’s Make You a Business,” was launched because “As I came in as a new CMO, and understood the company’s stated intention to build a 100-year-old company that’s really here for the long-term, we realized that over that time period, we really need to become a household name.” - AD AGE

3. Smirnoff just launched its first first global marketing campaign in 25 years. The marketing push is called “Infamous Since 1864,” and includes a 60-second ad directed by high-profile director Rupert Sanders (“Snow White and the Huntsman,” “Ghost In The Shell”.) The liquor brand says the campaign will involve “significant media investment in markets including North America, Europe, Latin America and Africa,” and will include messaging across broadcast, OOH, digital, social and print platforms. - THE DRUM

4. Investigators have determined that the founder of corporate website marketing agency AtreNet was killed during a robbery and kidnapping. The body of Tushar Atre was discovered inside a parked car in California’s Santa Cruz Mountains on October 1, hours after officials say he was kidnapped from his nearby residence. “We’re not identifying any suspects, but there is more than one suspect involved,” a local law enforcement spokesperson said. Atre founded AtreNet in 1996, and it has since served “thousands of corporate marketers” located across Silicon Valley.  - EAST BAY TIMES

5. Some marketers will be getting their money back from Facebook. The social network has negotiated a settlement (you can read it in full here) with a group of marketers who said that they were led to spend more than they should have after the company provided them with “vastly overstated” video ad metrics. The company maintains that the overstatement, which went on for at least 18 months, was an “innocent mistake.” - SF BUSINESS TIMES

6. Amazon's change in film strategy reportedly avoids making a key marketing hire. Amazon Studios has dramatically dialed back its release and promotions plans for “The Aeronauts,” reportedly after its previous big release, "Late Night," tanked at the box office despite a $32 million marketing budget. Before "Late Night" had ended its theatrical run, Bob Berney, the company's head of film marketing, was out - and there now "seems to be little urgency at the company to find a new marketing and distribution executive." - NEW YORK TIMES

7. Marketers for "The Addams Family" are trying to "own Halloween." The animated adaptation of the long-running comic is already in theaters, but that doesn't mean the marketing blitz is over - the film boasts partnerships with "more than 30 consumer products licensees across 12 categories," including Cost Plus World Market, Harper Collins, and Goodwill. Robert Marick, the EVP of global consumer products for MGM, says that the plan is to cement "The Addams Family" in minds of consumers as a holiday perennial, "one that becomes synonymous with Halloween well into the future." - AD WEEK

8. Marketing Week columnist Ben Davis says that marketers are wasting time on Alexa. "The worlds of martech and agencies and associated services are all happy to chase the iPhone narrative if it suits their business," Davis writes. "But painting smart speakers as the next great disruptive device is unrealistic." As studies don't suggest that voice commerce is taking off with users, marketers would be better served by focusing on more immediate concerns, especially as "there’s a recession around the corner," he says. - MARKETING WEEK

9. The Atlanta Braves are looking for a Corporate Communications Manager. In the role, you'd "create and pitch stories related to the Braves off-the-field activities, including SunTrust Park and The Battery Atlanta." Qualified candidates must have at least seven years of experience and "proven ability to maintain high levels of confidentiality." - ATLANTA BRAVES

10. The California Hotel & Lodging Association is looking for a Communications & Legislative Coordinator. In the role, which is based in Sacramento, California, you'll develop "advocacy materials including position papers, testimony, talking points, and letters," and will "be a tireless advocate on behalf of the lodging industry." - AMA

Eve Batey is a writer, editor, and consultant based in San Francisco. She also owns a store and writes about the business of true crime. You can find her on Instagram at @evelb or via email at

Editor: Kim Lyons (Pittsburgh-based journalist and managing editor at Inside).

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