Mastercard to allow selfies for payments ... and more

Welcome to Marketing's Breakfast Briefing, a daily shot of news and a recap of the best longer reads and videos.

Mo Farah: brand partners Nike and Quorn caught by crackdown
Mo Farah: brand partners Nike and Quorn caught by crackdown

Mastercard to allow selfies for payments

Credit card firm Mastercard has confirmed it will accept selfie photos and fingerprints as an alternative to passwords when verifying IDs for online payments.

It follows a trial of the software carried out in the US and Netherlands last year.

The company told the BBC that 92% of its test subjects preferred the new system to passwords.

One expert said that such biometric checks had the potential to cut fraud.

However, some security researchers have questioned how easy it might be to spoof the system.

Source: BBC

Supermarkets shy away from 'stay in EU' letter

The bosses of some of Britain’s top companies, including budget airline easyJet, defence contractor BAE Systems and oil group Shell, have signed a letter in support of the UK remaining inside the European Union.

The letter is signed by the chair or chief executive of about a third of the businesses on the FTSE 100 index of Britain’s largest stockmarket-listed companies.

However, there are some notable absentees from the list, including Tesco and Sainsbury’s. Rival supermarket chain Morrisons, which dropped out of the FTSE in 2015, also declined to sign the letter, which was compiled by City PR boss Roland Rudd.

The supermarket chains, which declined to back either side in the Scottish referendum, said the choice of whether to stay in the EU was one for the British people.

Source: The Guardian

Sainsbury’s allowed more time for Argos chase

Sainsbury’s has been given until 18 March to consider whether it will return with a new bid for Home Retail Group, the owner of Argos, after its takeover attempt was gatecrashed by South Africa’s Steinhoff International.

The supermarket sought an extension of the so-called "put up or shut up" deadline, previously set by City regulators for Tuesday 23 February, after Steinhoff tabled a surprise bid for Home Retail late on Friday.

Shares in Home Retail Group soared 13% to 173.7p on Monday as several retail analysts said they expected Sainsbury’s to at least match Steinhoff’s £1.42bn cash bid, worth 175p a share.

Source: The Guardian

Bad taste marketing: the risky business of gaining enemies to win friends

'Ride me all day for £3', 'Are you beach body ready?', 'Taste the Bush', 'The only Aussie we don't want to get out'. These four ad taglines and their accompanying imagery caused serious offence in 2015, and grabbed the nation's attention for all the wrong reasons. But, does the old adage that all publicity is good publicity ring true in these cases? Do people like to feel outraged to some extent, or are we reaching the point where bad-taste ads put consumers off a brand for good?

Privacy is the new purpose: why all brands need a chief hacking officer

High-profile hacking cases and daily bombardments of unwanted marketing interventions in personal browsing and leisure time are forcing consumers to rethink what data they share and with whom they share it. Marketers have to reframe the data issue.

If you watch one video today...

...then don't watch a video, listen to our latest Marketing Mind podcast. Hosted by editor Rachel Barnes and featuring planning partner from BMB, David Bain, and features editor Rebecca Coleman, this month's episode explores good and bad taste in advertising (including one creative's view on the most tasteless campaign she's ever produced). 

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YouTube to stop 30-second unskippable ads
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1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

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