Inside Marketing - October 28th, 2019

Inside Marketing (Oct 28th, 2019)

"Star Wars" Plane / Fake Review Fight / Banner Ads Turn 25

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1. Marketers need to keep their eye on what happens next in the FTC fight against fake reviews. Though the FTC seemingly gave cosmetics company Sunday Riley a mere slap on the wrist for allegedly manipulating its product ratings, commissioners Rohit Chopra and Rebecca Slaughter were frustrated enough with their colleagues that they released a statement disagreeing with the other members of the voting body. “Dishonest firms may come to conclude that posting fake reviews is a viable strategy, given the proposed outcome here," the pair said in a statement intended to voice their dissent with the FTC's 3–2 decision to let Sunday Riley's alleged transgressions pass without punishment. “It is difficult to imagine more egregious facts, yet all the commission is imposing is an order that the company and its CEO not repeat their lawbreaking,” Chopra says. “This settlement sends the wrong message to the marketplace.” - ARS TECHNICA

2. Happy birthday to the banner ad, which turned 25 this month. The first true banner was dropped by AT&T on on October 27, 1994, and included a simple message: "click here." Viewers responded in droves, and the ad boasted a now unheard of 44 percent clickthrough rate. Doug Weaver, the Eastern Advertising Director for Wired Magazine (which owned HotWired), says that "we could only offer hard-coded sponsorships" and that "you bought the sponsorship for a month and paid $15,000 to be there. Why? Because that’s what a four-color bleed page in the magazine cost.” These days, says Mat Bennett, the co-founder and managing director of OKO, banners are now "less about delivering a creative than setting cookies," but things don't have to be that way, as "banners and other digital advertising work not only to keep content free but to keep it open to all." -- SLASHDOT

3. A marketing partnership between United Airlines and Disney means passengers will fly in a "Star Wars"-themed plane. The campaign, which is intended to support the December release of "Star Wars: The Rise of Skywalker," includes a Boeing 737-800 aircraft with a "Star Wars"-themed paint job, an inflight safety demonstration video that includes characters from the movie, and commemorative pins for passengers. The plane, which is tail number N36272, will fly to destinations in North America, Central America and the Caribbean. - KOMO NEWS

4. Marketing insiders are expressing contempt at the logo for the 2024 Olympics. The recently-unveiled brand identity for the summer games, which are planned for Paris, France, has been unfavorably compared to a logo for a hookup app and as of publication has earned a "bad" grade on logo design site Under Consideration. Marian Williams, the group creative director and head of design at OKRP, says the icons (which feature a woman's face) are "making a reference for France but lose a lot just to showcase that little bit of cleverness." - AD WEEK

5. Marketers should understand the important role dopamine plays in audience relationships. The neurotransmitter is naturally produced by the brain when it expects some sort of pleasure or a reward, and can be leveraged to help influence customer behavior. Researchers at UC Berkeley’s Haas School of Business says that “information acts on the brain’s dopamine-producing reward system in the same way as money or food," so by providing marketing content that encourages a sense of anticipation, you can hit the dopamine goldmine. - MARKETING LAND

6. Another top marketer has left the soda business for plant-based food. Stuart Kronauge has ended her 18-year career at Coca-Cola (where she most recently was its president for sparkling brands) and will move to Beyond Meat to serve as its CMO. Her move follows that of Lone Thomsen, who left a position as head of Coke's media and connections strategy earlier this month for the CMO gig at UK-based Meatless Farm. - THE DRUM

7. This year's short holiday season means retail marketers are starting earlier than usual. In 2019, we'll see one less weekend and six fewer days between Thanksgiving and Christmas than we did in 2018, so the holiday deals and promotions have already started. Target CEO Brian Cornell says that the company's marketing efforts will go full-Christmas the day after Halloween, and that “every day is going to count." - AD AGE

8. Female-focused TV and film production company Made Up Stories has named its first brand and marketing chief. Amia Lazarus, who most recently toiled as head of strategy and entertainment consulting at Observatory, will join Made Up as its top marketer. Via statement, she said that she's a "believer in the power of entertainment to shape culture" and that "I’m thrilled to join this incredible company to help further its mission in creating, representing and championing an inclusive world for women." - DEADLINE

9. Black Diamond Equipment LTD is seeking a Director of Brand Marketing. The Salt Lake City-based outdoor gear retailer says that qualified candidates for the position must have at least five years of related experience and a "proven track record as [a] creative lead." Job responsibilities include execution of marketing campaigns and management of the company's annual master calendar. - PAYLOCITY

10. Capilano University is looking for a Director, Marketing and Digital Experience. The school, which is based in North Vancouver, British Columbia, says that in the position you'd lead and coordinate the school's marketing campaigns, as well as find "opportunities to optimize digital channels by analyzing market-driven and performance data." Qualified candidates will have at least seven years of experience in digital marketing communications, as well as "leadership experience in large, complex organizations." - JOBS-CAPILANO

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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