Most read: UBS asks big questions in global brand relaunch
As reported by Campaign Asia, UBS has launched a digital-heavy global rebranding, through Publicis Worldwide.
The Swiss financial services company's supporting campaign is based on 2,500 client interviews with everyone from students to wealthy individuals to corporations. "Is my business growing fast enough?" and "Am I a good father?" are just some of the questions UBS is aiming to answer via the campaign.
Talking about the concept, Johan Jervoe, UBS' global group chief marketing officer, said:
We have done a massive amount of client insight and research, to see what motivates clients across countries and across all client groups. It became clear that there are more similarities across the world than we might normally assume. Some of the questions stay pretty much the same.Johan Jervoe, global group CMO, UBS
On trend: Cosmopolitan UK creates Snapchat channel
Hearst Magazines UK's women's monthly magazine Cosmopolitan UK announced today that it would be joining video sharing site Snapchat, in a bid to further connect consumers with content.
Earlier this year the global Cosmopolitan brand made its way on to Snapchat, and the UK version is hoping to make an impact by publishing up to 12 stories a day on the platform.
It comes as the first edition under the editorship of Farrah Storr, the former editor of Women's Health, is due to be published. It looks like Storr is aiming to put her own stamp on the publication, as a "dramatic" new look is in store for the October issue. It will also be available in a 'midi' size format for the first time.
Teething problems: Apple's iOS 9 forces a dramatic rethink for mobile marketing
Ahead of Apple releasing the next version of its mobile operating system iOS 9 this month, Marketing magazine's Shona Gosh broke down the areas that may point towards a towards a more behaviour-driven model of mobile advertising for iPhone users.
It looks like the tech giant is continuing to make the iPhone experience as fluid as possible with deep linking - similar to Google but for installed apps - whereby users search for content inside apps. The knock-on effect of this is that Apple is encouraging developers not to "over-index" content in a bid to avoid spam and irrelevant results.
This doesn't mean the death of Google, but does mean marketers will need to create less "salesy" apps, as Emma Crowe, senior vice president of client strategy at mobile marketing agency Somo, explained:
It’s less focus on acquisition, and I’m not sure businesses are really up to the market on this. They are still focused on click-and-collect, or pushing users to download an app.Emma Crowe, senior vice president of client strategy, Somo
You can read more about the iOS update and issues with ad blocking here.
No fanfare: Why YouTube Gaming went for the low-key launch
Remember when YouTube launched its game-streaming site just under a week ago? No?
George Roberts, client director at launch marketing agency Five by Five, thinks there's a reason why this went under the radar in our latest The Wall blog post.
He explained that many gaming publishers will have known about it in advance due to possible advertising partnerships. And the gaming community can articulate the platform’s reason to exist. So, what does all of this mean for the future of YouTube Gaming? Roberts said:
The main thing it’s done is put a dedicated focus on live streaming and improved the user experience. This new platform is giving the gamers a place to go as they are obviously significant users of the live-streaming facility.George Roberts, client director, Five by Five
On social: #DeadlineDay gets its own emoji
A nail-biting date in the calendar for football fans, #DeadlineDay made its way on to Twitter's trending leaderboard today as brands responded with tongue-in-cheek comments and customised graphics.
Former footballer and sports presenter Gary Lineker kicked off the social buzz by announcing Twitter had created a dedicated emoji for the occasion.
Tomorrow just got even more exciting. Twitter have got a #deadlineday emoji and I get first go. Can barely contain myself!— Gary Lineker (@GaryLineker) August 31, 2015
Moving on to the brands' efforts for #DeadlineDay, takeaway delivery service Just Eat's boss' note deserves to get a mention, while Virgin Media gave four Premier League managers a rather disturbing makeover. And bookmaker William Hill has cleverly made this transfer deadline disguise web page for those looking for a decoy computer screen (not that we're encouraging this behaviour or anything.)
You can see our roundup of the #DeadlineDay brand reactions on social via the below Storify slideshow (click left and right arrows to move, and hover over images for the main tweet).
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