Here's Apple's Christmas ad

It does feature Stevie Wonder, but it does not make us laugh, or cry, or, well, anything. Still, Stevie!

Here's Apple's Christmas ad

Power 100

Most read: Marketing Power 100

Marketing Magazine has released its annual Power 100, which is well worth a dig through, for inspiration if nothing else.

Marketing has singled out five "leading lights" from the 100 stars: BT’s Zaid Al-Qassab; Barclays' Sara Bennison; Tesco’s Michelle McEttrick; Amazon’s Simon Morris and Unilever’s Keith Weed.

Those who know them well have offered their insights into how each one is facing some of marketing’s biggest challenges head-on, and what makes them tick.

The spotlight has also been cast onto a group of marketers who have moved above and beyond the department to lead their business: Halfords’ Jill McDonald; BT’s Gavin Patterson; The Body Shop's Jeremy Schwartz; Dow Jones’ Katie Vanneck-Smith; British Gas’ Will Orr; Guardian News & Media’s David Pemsel and The FA’s Martin Glenn are all examples of the power of marketing to lead from the front.

Explore the Marketing Power 100 list.


Matt Pye

People moves: Cheil UK COO Matt Pye to depart

Matt Pye, the chief operating officer at Cheil UK, is set to leave the agency after five years, Campaign's Gurjit Degun reports.

Pye joined Cheil as the managing director in 2011 and helped the agency pick up business from Coca-Cola, Absolut, Pernod Ricard and Descente, moving away from being a Samsung-based business.

Staff at Cheil were informed of Pye's departure this afternoon. His last day at the agency will be 31 December.

He took on his current role in 2013 and oversaw the shop’s move to Southwark.

Read on for comment from Paul Hammersley, the group chief executive at Cheil UK, on Pye's departure.


Apple Christmas advert

Christmas ads: Apple's effort features Stevie Wonder

Apple has created a Christmas ad featuring Stevie Wonder singing a version of his own 1967 festive hit, Someday at Christmas, along with soul singer Andra Day, Marketing's Shona Ghosh reports.

The ad features the musician at home, setting up the GarageBand recording program on his Macbook with the help of VoiceOver, an accessibility tool for the blind.

He's joined by Andra Day, who breaks into Someday at Christmas and the two sing together, surrounded by family, fairy lights and all the trappings of Christmas.


Tablet

Research: Group M hikes UK ad growth forecast to 7% for 2015 and 2016

WPP's Group M has upgraded its forecasts for advertising revenue growth in UK to 7% in both 2015 and 2016, Campaign's Gideon Spanier writes.

Britain’s biggest media buyer said ad revenue this year will rise from 6% to 7%.

Group M is now as upbeat about next year after previously forecasting growth would slow. It has hiked its forecast for 2016 from 5% to 7%, taking annual expenditure on advertising to £17 billion.

Significantly this would also make 2016 the fifth consecutive year that adspend has outpaced GDP growth in the wider economy as Britain performs more strongly than every other leading developed country.

The 2016 forecast shows digital is set to keep powering ahead, rising 13.1%, and TV will maintain its remarkable renaissance as it is expected to post a 7.4% jump – both similar rates of growth to the past 12 months.

Group M has changed the way it compiles its forecast. Digital is now restricted to "internet pure-play" revenues as online video on demand and news content have been "repatriated" to their parent media.

VoD is now included as part of TV and online news is part of news and magazine brands respectively.

Read on for a full breakdown by media channel.


Anne-Cécile Michaud

Opinion: Is strategy an endangered species in media agencies?

Anne-Cécile Michaud, the global chief strategy officer at Havas Media Group, argues that the long-term brand view is in danger of becoming forgotten about in our real-time digital world, and offers this example as illustration.

Take Pepsi's decision a few years back to forego its usual Super Bowl ad in favour of a digital campaign as an example. The campaign was devised by the brand's chief consumer engagement officer (enough said!) and accomplished everything a digital campaign should – millions of Facebook likes, thousands of new Twitter followers.

But it didn't sell Pepsi. In fact, over the course of the year, the brand lost about 5% of its market share. The data may have allowed Pepsi to target advocates along with a demographic who was happy to engage with the brand's content, but there was no connection to the long-term sales and global exposure strategy that makes both Coke, Pepsi and a host of other brands the dominant forces they are today.

Take a read of the full opinion piece and let us know if it rings true in the comments.

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Compiled by Jonathan Shannon

Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.

We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us @BrandRepublic #1805

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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