Jaguar Land Rover to overhaul marketing, PR and sales functions

The Drum 25 May 2018 07:58 Jaguar Land Rover today (25 May) announced a major restructuring of its marketing, sales, service and PR functions in a move the company stated in a statement was “to meet the changing needs of its global customers”. Felix Brautigam, chief commercial officer and board member of Jaguar Land Rover is forming a new commercial function with the core functions of customer experience, product marketing, market performance, customer service and planning, addressing the regions of China, North America, UK, Europe and Overseas. “This restructuring brings key functions together, making us fit for the future and enabling us to delight customers, strengthen our brands, define outstanding products and drive success – success derived from better responding to our customers’ needs that are changing as quickly as the communications landscape is being revolutionized,” stated Brautigam. “I am certain that these adjustments to the way we do business will better prepare us to face increasing external challenges but also to seize new opportunities as we over-proportionally invest in new products and technologies. In this we are driven by one goal: creating experiences that our customers will love for life.” Key appointments have been made to lead this new structure, and they will be reporting to Brautigam, effective from 2 July. Fiona Pargeter, currently global PR communications director, has been appointed to the new position of customer experience director, responsible for all marketing communications, experiential marketing, customer insights and PR. Jeremy Hicks, currently UK regional director, will be market performance director, leading network development and standards, the Jaguar Land Rover Network Training Academy and all revenue streams, including fleet, business and approved pre-owned vehicle sales. Hicks will be replaced in the UK by Rawdon Glover, currently global customer service director. Reporting to him, Anthony Bradbury, currently global communications director, will assume the role of UK marketing director. Richard Shore, currently serving as Jaguar Land Rover China chief financial officer, will take the new position of planning director, responsible for launch and volume planning, strategy and all aspects of the customer journey. Finbar McFall retains his position as product marketing director, with an increased remit for new business models. Regional directors will continue to report to Brautigam, however Bob Grace OBE, currently regional operations director for Europe, has announced he will leave the business in the summer. He is being replaced by Dmitry Kolchanov, currently regional director for the Overseas region. These moves follow last year’s plans to recruit 5,000 staff as Jaguar Land Rover ramped up development of electric and self-driving technology following a record year of sales.

My GDPR-Inspired Rant: Privacy, WTF!!!

Gartner 25 May 2018 06:41 This has been brewing for years, and May 25 (aka “the GDPR Day”) is the perfect day for my epic privacy rant. So, WTF is privacy?! WTF is this obsession with privacy?! Look, I get secrecy or confidentiality. I do NOT want my health data in your hands. Is this privacy? Hell no. This is me protecting my secrets (and those who say “we do not have secrets” often do too). In fact, why the fuck do these people protect so-called personal data or PII (personally identifying information)? Look, my name is Anton Chuvakin (oh, no, nooo, nooo…this is “pee-ai-ai” leak … nooo!!!) , and I had my main email on my website www.chuvakin.org since 1997. It is not that hard to find where I live. I don’t need a chocolate bar to disclose my email – it is PUBLIC [amazingly, my Twitter handle is public as well :–)]. You don’t own this information about yourself, the idea that you do is just bizarre and alien. For fuck’s sake, have these privacy crusaders heard of phone books? White pages? In recent years, I’ve seen many ”data breaches” where the attackers essentially steal a phone book, and no other information at all. Yet we’ve heard throngs of clowns scream “Oh no!! They got PII!!!” IMHO, much of “securing PII” is just wasteful busywork, that has no security or risk value whatsoever. Secure the secrets, not names and emails! Further, if you pass by my house following the public street, you will be recorded on my cameras. If you see me drive by, you will be recorded by my car dashcam. Public space is public. Therefore, I find the discussion about privacy in the public space to be thoroughly idiotic. Yes, it is OK for our police to record your license plate as you drive on the public road – just read it again … PUBLIC road. Please, don’t be stupid, PRIVACY IS NOT A HUMAN RIGHT. Privacy is at best a preference of some people; at worst, a luxury for spoiled neurotics. Just as living in a cave and eating paleo is a preference of some people. If certain countries prefer to think of it as a right, they can easily regress into being a Digital Third World, where computers are frowned-upon because – OMG! – they cannot explain their decisions (as if most humans can?) Look, some cultures has no concept and no word in their language for “privacy.” Doesn’t it just give you a hint that it is NOT a universal thing of any kind? Now, some people like to quote “if you are not paying for the product, you are the product” which I find idiotic. Look, I enable “share location data with Google” because I know the data will be pooled and put to good use. Can you build a system to optimize road navigation in your city with just your own data? No, you cannot. So, the value of this data for this purpose for you is $0, and I am VERY happy that it provides value to all of us when I share it. You pay nothing – and get value, so share more! Further, unlike some, I am OK with being profiled online and seeing well-targeted ads. Here is a quick test: if you are shopping for a new bicycle, which ads you’d rather see: a/ bicycle ads or b/ penis enlargement ads? Think about it – some of it may feel creepy (uncommon, unexpected, weird, etc), but there is no harm to you and there is definitely value for you. Similarly, if my hospital wants to share my health data with a pharma company and they pool it and then use it to develop cancer cure and make billions – you know, I am OK with that. Will you holding on to your data cure cancer? Hell no. This is why some [admittedly biased] say “GDPR will murder people” by slowing down or killing some medical research. As a side note, I consider the “right to be forgotten” to be evil. Stalin evil, to be precise. In Stalin’s times, in USSR, the government censors edited people our of pictures and then republished history books without them. This is your brain on “the right to be forgotten.” I wish Google and others will fight this menace harder than they do today. Finally, I have to take a personal risk and consider the final argument people bring up for privacy in Europe. It did come up in a few discussions with my European colleagues, typically as their “argument of last resort.” Let’s call it “the Holocaust argument.” They relate European psycho-obsession with privacy to historical lists of certain groups or nationalities collected by governments for the purpose of killing them. And, look, I know and respect history, but seriously – do you think in today’s Europe this risk is real at all? To me, this argument is purely neurotic, and not factual. So, here is my closing thought: re-think privacy! Much of what you think you know about its goodness is perhaps not so certain – and occasionally just plan evil. BTW, some further reading that matches this world view is here (Gartner access required, Maverick research does not represent the consensus view of the analyst community). P.S. And, no, for the record, I do NOT think “GDPR will be the model privacy regulation.” I think GDPR will either die a slow bureaucratic death or will destroy Europe’s chance to be a part of the digital future.

‘A strong leader develops future leaders’: Indie Insights with Jessica Reznick of We’re Magnetic

The Drum 25 May 2018 06:32 Welcome to Independent Insights, a regular series that features interviews with independent agency leaders across the country. This week we’re featuring a Q&A with Jessica Reznick, president of experiential agency, We’re Magnetic. We’re Magnetic considers itself more of experiential partner than just an agency, using its multi-faceted team of engineers, project managers, and designers to create activations for brands such as Sony, Nike, Facebook and Netflix, among others. Reznick joined the company as managing director in 2014 after stints at Deutsch, 72andSunny, CP+B and CAA. Now in her role as president, she oversees the work that comes out of the company’s offices in New York, Los Angeles and London. The Drum last spoke to Reznick at November's 3% Conference about what drives her to continue working in what's still male-dominated industry. In this conversation, she talks about the evolution of the live event space and experiential marketing, how brands avoid getting gimmicky with experiential, what it takes to get hired by the Magnetic Collective, and how much progress she’s seen for women entering leadership roles. How have live events, as a marketing medium, evolved since you first started in the space? Live events have truly evolved since I started my career. Prior to We’re Magnetic, I worked at traditional creative agencies – CP+B, 72andSunny and then the marketing arm of CAA. During that time, I began to realize that experiential marketing was becoming increasingly valuable to brands and that there was real opportunity in the experiential space. It struck me that consumers were looking for different things from brands than they had previously. Consumers wanted to engage and co-create experiences in real life, and simultaneously were paying less attention to the messages that brands were pushing at them. This dynamic has continued to increase in recent years, and we’re seeing Gen Z, our future consumers, especially drawn to creating experiences that complement and enrich their digitally savvy lives. Of course brands have recognized this as well, and experiences have become a harder-working and more important aspect of their overall marketing mix. With this evolution, expectations of events are changing, too. No longer can events be cool just for the sake of being cool. Instead they must be built through the same brand objective lens as more traditional tactics, and most importantly, they must deliver real impact. Given this shift, we’re seeing better, smarter work. It’s an exciting time to be an experiential leader right now, and the opportunities feel limitless. 2018 feels like the year of the branded pop-up experience. Brands big and small have decided to bet big on Instagram-worthy spaces to drive awareness and the opportunity for sales. How do you ensure that your clients think bigger than the social buzz? It seems that many people are putting the emphasis on building a shareable, Instagram-worthy space and backdrop. They are focusing on profiting from the consumer’s desire to share the photo, yet neglecting the all-important opportunity to create an experience that conveys a creative story for the viewer. When generating Instagram posts is the end goal, the consumer tends to walk away feeling empty and a little cheated. Photos and other sharable content generated at an event are great, but they can only accomplish so much on their own. For our team, using the physical space to market and truly tell a brand’s story and message is paramount, and central to all of our work. We set out to create an authentic environment that connects the consumer to the brand’s message in real-life, and enables consumers to co-create a memorable experience with the brand. Sharable content of this experience is simply the icing on the cake. The other strategic elements are really key to creating an effective activation. What do you look for when hiring at We’re Magnetic? We’re a collective of creative and strategic minds drawn from different fields including architecture, engineering, design, technical production and advertising. One of the best aspects of our company culture is that we don’t have a cookie cutter mold when it comes to hiring. I think our greatest strength is drawn from our mix of individuals with different perspectives, expertise, and backgrounds, all of which complement each other so well. And given that, we don’t require any sort of straight and narrow career path in the experiential marketing industry to join our team. From a work ethic standpoint, candidates need to love the fast pace and vulnerable aspect of live events. Our industry moves more rapidly than some of our counterparts, and much of our work happens in a way that leaves us quite exposed to our clients and competitors. Because of that, you have to be energized by the thrill of live production and be emotionally strong enough to make mistakes in real time. You also have to be able to recover when they do happen, without letting those errors snowball into larger mistakes. We don’t have the safety nets of dark edit bays, or multiple eyes reviewing around the table before our work is shipped to print. When we go live, we are live and our job is far from over. We’re over a third of the way through 2018 — what’s something you and your colleagues see that the industry needs to take notice of? We need to educate our clients about what actually goes into creating experiential marketing. As an industry, we develop amazing live events and often make it look easy. However, in reality, a high level of expertise, strategic planning, financial investment and safety considerations go into each production in order to make it appear flawless. Also, while our timelines are generally extremely tight in the experiential realm, you simply can’t rush engineering and architectural planning, or fake the physics part of the equation. I think this is especially important as we’re seeing more and more “experts” in the space, who are dressing the part but incapable of truly delivering. Clients that are better educated about the realities of the process are more fully equipped to seek the right partner. They are also able to develop a realistic timeline so that everyone is set up for success. Together we can create events with lasting and meaningful impact. 2018 has been an opportunity for the industry to shine a spotlight on female leadership. You have the pleasure of working with a company that’s majority female — what more do you believe can be done to even the playing field? There is so much positive change happening in the industry right now, and it’s encouraging to see more women in leadership roles. We’re in a unique position because the majority of our team are women, and we have several women leaders. I believe that at We’re Magnetic and beyond, we must all use our platforms and opportunities to set a positive example and do good things. In other words, share the positive changes we are creating, inspire others, and be inspired in the process. I also think that in order to even out the playing field, female leaders can and should take action on policies that support fair representation and equal opportunities for all employees. We must also create new inroads into our field for people that wouldn’t otherwise see advertising and marketing as a real career possibility. It’s our responsibility to foster company cultures that are built on care and compassion for one another, and ultimately support employees with whatever challenges they face at various life stages. I think this is the right thing to do on a human level, and it also ensures we keep and grow great talent. In history, a sign of a strong leader is one who develops future leaders. I hope women will continue to share their unique strengths and perspectives with their teams and the broader industry. That’s what I am trying to do!

Find an Athlete to Market Your Brand With This Matchmaking App

Entrepeneur 25 May 2018 06:30 May 25, 2018 2 min read If you've ever thought a certain celebrity could be a good fit for your brand's next marketing campaign, you might have been stopped in your tracks due to the many go-betweens, lack of price transparency and not really understanding the whole process. That's why Ishveen Anand started her company OpenSponsorship, to make sports sponsorships more accessible. Anand calls her platform the "Match.com or Airbnb of sponsorships" and has made almost 3,000 connections to date for athletes such as Rob Gronkowski and Draymond Green and brands like Vita Coco and Birchbox. You can learn more about Anand and other tips to help you put on a successful event in Jessica Abo's book Unfiltered: How to Be as Happy as You Look On Social Media. Watch more videos from Jessica Abo on her YouTube channel here. Entrepreneur Network is a premium video network providing entertainment, education and inspiration from successful entrepreneurs and thought leaders. We provide expertise and opportunities to accelerate brand growth and effectively monetize video and audio content distributed across all digital platforms for the business genre. EN is partnered with hundreds of top YouTube channels in the business vertical. Watch video from our network partners on demand on Roku, Apple TV and the Entrepreneur App available on iOS and Android devices. Opinions expressed by Entrepreneur contributors are their own.

Mobility startups: Apply to exhibit for free as a TC Top Pick at Disrupt SF ‘18

Tech Crunch 25 May 2018 06:00 Mobility is one of the most rapidly advancing technologies going, and we’re searching for the rising stars of early-stage mobility startups to apply as a TC Top Pick for Disrupt San Francisco 2018 on September 5-7 at Moscone Center West. It’s a competitive application process, but if TechCrunch editors designate your company as a Top Pick, you get to exhibit for free in Startup Alley — the show floor and heartbeat of every Disrupt event. Besides, who doesn’t love free? Mobile tech is on the cusp of a revolution, and we’re interested in startups focused on everything it entails — autonomous vehicles, sensors, drones, security — or something else altogether. Flying cars, anyone? Exhibiting in Startup Alley will expose your startup to more than 10,000 attendees, including potential investors, customers, partners and more than 400 media outlets. Here’s how the TC Top Pick process works. First things first: apply now. Our expert team of editors will review each application and choose only five mobility startups as TC Top Picks. They also will select five startups for each of the following tech categories: AI, AR/VR, Blockchain, Biotech, Fintech, Gaming, Healthtech, Privacy/Security, Space, Retail or Robotics. A total 60 companies will exhibit in Startup Alley as a TC Top Pick. If your mobility startup makes the cut, you receive a free Startup Alley Exhibitor Package, which includes a one-day exhibit space in Startup Alley, three founder passes good for all three days of the show, use of CrunchMatch — our investor-to-startup matching platform — and access to the event press list. In addition to all the other potential media opportunities, TC Top Picks also get a three-minute interview on the Showcase Stage with a writer — and we’ll share the heck out of that video across our social media platforms. That’s promotional gold right there, folks. And who knows? As a Startup Alley exhibitor, your company might even get selected as the Startup Battlefield Wildcard — if they do, you get to compete in Startup Battlefield for a shot at the $100,000 prize. Disrupt San Francisco 2018 takes place on September 5-7. Don’t miss your opportunity to exhibit in Startup Alley for free. The TC Top Pick deadline is June 29, and we have special offers for early applicants. Does your startup have what it takes to be one of the five mobility TC Top Picks? Apply today to find out.

GDPR mayhem: Programmatic ad buying plummets in Europe

Digiday 25 May 2018 05:31 The arrival of the General Data Protection Regulation’s enforcement May 25 has hurled the digital media and advertising industries into a tailspin. Since the early hours of May 25, ad exchanges have seen European ad demand volumes plummet between 25 and 40 percent in some cases, according to sources. Ad tech vendors scrambled to inform clients that they predict steep drops in demand coming through their platforms from Google. Some U.S. publishers have halted all programmatic ads on their European sites. Google contacted DoubleClick Bid Manager clients over the last few days to warn them that until it has completed its integration into the Interactive Advertising Bureau Europe and IAB Tech Lab’s GDPR Transparency & Consent Framework that publishers, ad tech vendor partners and advertisers should expect a “short-term disruption” in the delivery of their DoubleClick Bid Manager campaigns on third-party European inventory, starting May 25. “Revenues and [ad demand] volumes [are] expected to fall dramatically across the board,” said one publishing executive, under condition of anonymity. The flow of inventory supply from publishers has also dropped in many exchanges, and several sources attributed that to the volume of U.S. publishers that have pulled their programmatic ads in Europe. Titles like the Los Angeles Times and Chicago Tribune have shut down their European sites; others like USA Today have kept their site accessible to European site visitors. USA Today has kept its site up in Europe but stripped them of ads. The New York Times’ pages do not appear to carry any programmatic ads in Europe; most are running house ads. One ad tech source said the Times is now not available on open ad exchanges. The Times has not yet responded for comment; we’ll update when it does. The frustration for many has been directed at Google. The day before the deadline, buyers were warned also to not buy any inventory via Google on third-party exchanges, especially those using tracking and ad-verification pixels, as Google couldn’t verify whether those partners were compliant or not, according to sources. Some agency groups were alerted to this late on May 24, while others felt Google’s guidance had been nonexistent, according to agency sources. “They [Google] are looking to solve it. So for now, we will suggest to our clients that we only use their [Google’s] tracking tools,” said a media buyer who spoke on condition of anonymity. Although this buyer wasn’t particularly flustered because the updates hadn’t yet affected the agency’s live campaigns too much, the situation is far from ideal. Others were more blunt in their criticism. “It was arrogance,” said an ad tech vendor who agreed to speak anonymously. “They [Google] thought they could bully everyone into using their own [GDPR] system, and the industry has turned around and kneed them in the balls. They have had to do an embarrassing about turn to now integrate with the [IAB] framework. But this all puts Google into the spotlight of the regulators. I don’t think Google will be happy about this whole situation as it puts [GDPR regulator] attention on them. The irony is that in the short term, it will be Google that wins commercially [from AdX demand spiking] while everyone else suffers.” “The timing of the message from Google — they told us yesterday afternoon [May 24],” an ad buyer said. “That’s not right because they would have known. It means we have no time to chance media-buying tactics or inform clients — and also, we’re forced to use AdX.” A Google spokesperson said: “We worked with our third-party exchange partners to develop an interim solution to minimize disruption while we finalize integration with the IAB framework.” Google has promised that by early June it will enable personalized ad serving for publishers using the IAB’s framework, and by August, it will have integrated fully with the IAB framework so that publishers can serve personalized ads based on consent passed by a user, per vendor, or serve nonpersonalized ads. “The GDPR is a big change for everyone,” said the Google spokesperson. “Over the last year, we’ve engaged with over 10,000 of our publishers, advertisers and agencies across nearly 60 countries through events, workshops and conversations around the changes we’re making to be compliant with the GDPR. We will continue to open our doors to our publisher partners to engage in these discussions on GDPR compliance.” Google is also working with the exchanges for alternative options for consent outside the IAB. Both buyers and publishers wonder why Google has waited until the last minute. GDPR has been three years in the making, after all. Some media agencies have received such confused or mixed messages from the tech platform that they are pausing campaigns wherever they feel unsure, a factor that will have contributed to the drop in demand that demand-side platforms outside Google’s ecosystem have seen. Most believe the issues will last weeks, if not months. However, there are still more than two months before Google’s cutoff date for full integration into the IAB’s GDPR framework in August. Ad tech vendors scrambled to inform their clients of what Google’s update meant to their own revenues. AppNexus sent an email to clients that warned them of what to expect. “Google’s technology will change to only respond to our exchange with Google-only demand (personalized advertising within DBM allowed, but no third-parties allowed within creatives), which based on our rough estimates may be between 25 to 75 percent reduction from DBM,” read part of the email to clients. The email went on to state how AppNexus has worked with Google on a solution. “DBM will agree to an AppNexus-wide whitelist of vendors that, subject to our clients obtaining consent for those vendors, DBM will allow. Google has let us know they need several days to roll out this whitelist,” read the email to clients. It’s not been an easy day for anyone. Google and Facebook have both been hit with a raft of lawsuits accusing the companies of coercing users into sharing personal data, as reported by The Verge. The lawsuits, which propose Facebook to be fined €3.9 billion ($4.5 billion) and Google €3.7 billion ($4.3 billion), were filed by Austrian privacy activist Max Schrems. Download our complete guide to GDPR.

5 Best-Practices B2B Content Marketing Strategies to Implement Right Now

Entrepeneur 25 May 2018 05:00 Image credit: Westend61 | Getty Images May 25, 2018 5 min read Creating a B2B content marketing strategy to target businesses is much more different than creating a B2C content strategy. One involves creating content to target the decision-makers of companies and the other involves targeting broad audiences. Even though as many as 82 percent of B2B marketers in one survey, said they employed "content marketing" as a strategy, failing to understand the difference between B2B and B2C content marketing is an important reason why many B2B content strategies fail.   With the right strategies, you can generate continuous traffic, build trust, brand awareness and drive more conversions. Below are some of the best strategies you can implement to create a more successful B2B content marketing strategy for your business. Create story-driven content. One of the biggest mistakes most businesses make when crafting content for B2B marketing strategies is attempting to be overly professional in their content. Another mistake: using technical writing styles in blog posts and filling them up with unnecessarily complicated vocabulary, hoping to come across as "professional" to their audience. With B2B. after all, you’re not targeting businesses with your content, you’re targeting those who run the businesses. These decision-makers are people just like you. And they're tired of reading the same old robotic content on every blog they visit. So, try to be unique. Add a bit of humor. Tell stories. This is exactly what Intel did with its Creators Project content strategy, represented above. The company teamed up with artists to show a unique world where technology meets art. This series not only helped generate massive brand awareness for Intel but allowed the company to stand out from the crowd. Segment your email list. Email is arguably the most effective method you can use to engage with a B2B audience. In fact, 53 percent of B2B marketers claimed that email is the most effective way to generate leads. The key to building a successful email marketing strategy and creating more personalized emails is to use email-list segments. With list segments, you’ll be able to create specific groups in your email list. This will allow you to create targeted emails for each group with personalized messages. For example, if you have a list segment that collects the job title of the subscribers, you can create separate email campaigns to target people in different roles at a company, to deliver your message and promote effectively. Be helpful and give back to your community. If you try to make your content too promotional, people will eventually lose the trust and faith they have in your company, and you’ll end up losing your authority. This is especially the case for B2B content marketing. Keep in mind that you’re targeting a highly educated audience, who, most of the time are experts in their field. Creating truly helpful content is the best way to build authority and trust. You don’t always have to sell your products and services. Simply show how valuable and helpful you can be. UXPin, the UX design platform represented above, had a mission: to educate their potential customers about the value of user experience design. To achieve this goal, the company created a massive library of ebooks and white papers and made all the ebooks free to download. Go beyond just blog posts Creating useful blog posts, ebooks, infographics and social media content are all important parts of a content-marketing strategy. But, it’s also the same strategy that all your competitors are following. Are you clever enough to find an original way to make a difference? Cisco is a massive tech company that sells manufacturing hardware. Unlike Apple and Google, Cisco doesn’t sell any cool gadgets or devices. However, the company still managed to attract attention using a unique content strategy, by creating a graphic novel (shown above) to promote its technologies and information in a fun and a relevant way. Gather metrics and data. When it comes to developing a content strategy that delivers continuous results, gathering data and measuring the content is what will help define how successful your content strategy becomes over time. Understanding the ROI of your content efforts, along with which blog posts drive the most traffic, which lead magnets generate the most subscribers and which emails convert to sales will help you create more winning content to develop a killer marketing strategy. Here are a few useful analytics tools you can use to measure your content ROI: In conclusion Of course, your B2B content strategy wouldn’t be complete without the right buyer persona to target the right people through your content.Even more important: Use the right platforms to create and promote your content. When in doubt, don’t be afraid to steal a few tricks from the content strategies of your competitors and other successful brands in your industry. Opinions expressed by Entrepreneur contributors are their own.