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Vodafone, HSBC and Shell top UK valuable brand rankings
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Consumers place more value on innovation as food and drink is named the most innovative sector in the BrandZ Top 75 Most Valuable UK Brands ranking.

The rankings, compiled by  WPP and Kantar Millward Brown show newer brands Just Eat, Innocent, Deliveroo and Brewdog entering 2018 UK list, which has been extended to include 75 brands.

Vodafone remains at no.1 with an increase in value of 6% to reach $28.9 billion, followed by HSBC (+7%, $23.6 billion) and Shell (+10%, $20.3 billion).

The BrandZ UK Top 75 is worth $271 billion (around £205 billion) – equivalent to just over 10% of the UK’s GDP. The 50 most valuable brands on the list have gained 5% in total value in the last year, compared with the 2017 BrandZ UK Top 50. The top innovators increased brand value by 25% more than their rivals.

This growth has been driven by the Top 10 risers, which have grown at nearly four times the rate of the rest of the brands. The fastest riser is Prudential, which increased its brand value 40% in the last year, followed by Dyson (31%), Asos (31%), and Dulux (18%). The BrandZ research shows that consumers perceive these fast-rising brands as particularly innovative and good at communicating, and they also have much stronger brand equity than the average across the ranking.

The brands that have entered the UK ranking for the first time, which are worth on average $1.1 billion, include Just Eat (no.30), bet365 (no.44), Compare the Market (no.46) and Ocado (no.49). Consumers view them as highly differentiated, recognising them for ‘shaking things up’ and providing a great experience.

However, the older established names that remain at the top, such as Dove (no.10) and Shell (no.3), are worth $4.9 billion on average. These brands are considered less different, but more meaningful and top of mind.

Higher perceptions of innovation are proven to stimulate value growth: the brands in the BrandZ UK ranking that consumers perceive as the most innovative rose +18% in value in the last year, while the least innovative declined -7%.

David Roth, at WPP, said: “The nation’s most valuable 75 brands have all risen to the top in a highly competitive, crowded and uncertain environment. Consumers value innovation, and it is key to helping UK companies’ future-proof their brands, deliver sustainable growth and increase in value; ever more vital in a post-Brexit world.”

The 2018 BrandZ Top 10 Most Valuable UK Brands

2018 Rank Brand Category Brand Value (US$bn) Percentage BV Change 2017 Rank
1 Vodafone Telecom providers $28.9 +6% 1
2 HSBC Banks $23.6 +7% 2
3 Shell Oil & gas $20.3 +10% 3
4 BT Telecom providers $13.6 -4% 4
5 Sky Telecom providers $12.0 +11% 6
6 BP Oil & gas $11.8 +4% 5
7 Tesco Retail $9.1 +2% 7
8 Lipton Soft drinks $8.7 +6% 8
9 Barclays Banks $6.3 -7% 9
10 Dove Personal care $6.0 +1% 11

The BrandZ research indicates that the UK is still catching up when it comes to innovation. In 2017, consumers perceived the UK’s most valuable brands as only slightly more innovative than the average brand, putting them at risk from global competitors and new disruptors.

The innovation score across the 50 most valuable brands in the UK was 102; in 2018 this has risen to 105 (the average brand is 100). This is lower than the 50 most valuable brands in the Global Top 100 (113), the US (111), Indonesia and China (both 108), Germany (107) and India (106).

Jane Bloomfield, Head of Business Development at Kantar UK, said: “Established and new brands can learn a lot from each other. Those older brands that form the bedrock of the UK economy have great staying power, having built salience and meaning. To grow, they need to work on increasing consumer perceptions that they are different, innovative and relevant.  The disruptors entering the ranking, meanwhile, need to make their difference meaningful and salient to consumers – if they fail to do so they could have a short lifespan.”

Social platforms and alcohol brands team up on responsible advertising
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The eleven leading beer, wine, and spirits companies that form the International Alliance for Responsible Drinking (IARD) have teamed with Facebook, Snapchat, Twitter and YouTube to set advertising standards.

Signatories on the beverage side include big hitters ABInBev, Asahi, Bacardi, Beam Suntory, Brown-Forman, Carlsberg, Diageo, Heineken, Molson-Coors, Pernod Ricard and Kirin.

The partners say the agreements means they can achieve new levels of responsibility in the advertising of beer, wine and spirits across social media. This will be achieved by:

  • Ensuring the most-up-to-date safeguards are used so that marketing communications relating to beer, wine and spirits are directed to those adults who can lawfully buy these products;
  • Exploring what changes can be made to further diminish chances of those underage seeing such advertising
  • Exploring ways people can have greater control over whether they see alcohol advertising and opt out of receiving advertisements for alcohol products.

In addition, the partners have stated that they respect different cultural backgrounds and recognise that there are people who do not wish to see marketing communications from beer, wine and spirits producers on their social media.

In joint statement they said: “We believe our partnership has the potential to go beyond our individual companies and could create change across a range of platforms and advertisers, ultimately benefiting the thousands of businesses who want to advertise responsibly and the billions of people who use digital platforms every day.”

More information can be found at http://www.iard.org.

Do you provide Lead Generation & Tracking solutions? We want to hear from you!
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Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in October we’ll be focussing onLead Generation & Tracking solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Lead Generation & Tracking solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Stuart O’Brien on stuart.obrien@mimrammedia.com.

Here are the areas we’ll be covering, month by month:

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Stuart O’Brien on stuart.obrien@mimrammedia.com.

Global marketing technology market valued at $100 billion
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The global marketing technology market is worth $99.9 billion, according to a study by accountancy Moore Stephens and research outfit WARC.

The study, carried out amongst more than 800 UK, North American, Asia-Pacific and European brands and agencies, was initiated to better understand the scale of investment into the sector, and reveals not only a huge existing market, but one that continues to grow exponentially.

When asked about the outlook for the market, brands expect to increase their investment in martech for the year ahead. This is particularly true in the case of Europe (excluding UK), where nearly two thirds (63%) said they expect their budgets to increase.

In the UK and North America, brands have increased their martech budgets by 44%, it’s now worth up to $52 billion. These brands are spending nearly a quarter (23%) of their budgets on martech, up from 16% 12 months ago.

Interestingly, brands in UK and North America are also keen to spend on in-house technology.

63% of technology budgets were spent in-house – compared to 44% last year – a figure driven by a desire from brands to excel in their customer experience, coupled with an element of mistrust in agencies.

Damian Ryan, Partner at Moore Stephens, said: “Investment in martech has reached a tipping point over the last twelve months. Established marketers in disrupted industries, such as insurance and financial services, realise they need to invest if they are to future-proof themselves, and view martech as a key area of investment. Just look at Nationwide Building Society’s recent announcement of £1 billion investment in tech. Staying relevant is key but taking on the new breed of competitors – such as Revolut – is creating a big rethink.

“All the while, agencies are struggling to stay relevant. Clearly marketers are seeking to build in-house strength and are set to spend more on martech to remain competitive. Our research finds that this budget is coming from media spend and will have a resounding impact on the value of media-centric agencies.”

Looking at the global market, those who said their budget will increase expect to see an average increase of 13%. Even more indicative of a fast-growing market is the fact that around one-in-five (18% in North America, 17% UK) expect increases of more than 25% in their martech budgets over the next year.

The research also looked at the specific technologies behind the market. On a global scale, perhaps unsurprisingly, email remains the most likely avenue for martech, used by 79% of marketers. This is closely followed by social media, with 77% currently using the technology with a further 18% expecting to use in the next 12 months.

The most planned for tactic in the year ahead, interestingly, is SEO – an established marketing discipline, but one which continues to change as algorithms develop. The biggest rise, year-on-year for the UK & North American market, was the use of martech for analytics, measurement and insights, selected by 75% – a 19% rise on a year ago.

The study showed that the most established tech currently in use is that of ‘internet of things’ (IoT) and connected devices. Second is voice which has seen rapid development over the past year, influencing the way searches are made online and driving progress in areas such as voice optimisation. A new wave of martech tools will likely emerge, and when the results are broken down by region, the UK is likely to be the most progressive in terms of voice search, with 36% stating they currently use a tool in this area, and a further 11% planning to do so in the next few months.

Amy Rodgers, Research Editor at WARC, said: “There has been no discernible sign that the rate of growth within the martech space is slackening. With data volumes continuously increasing, this research shows that data, analytics and automation are key focuses for martech investment globally as marketers look for help with metrics and measurement.

“Understanding of the technology available continues to be an issue for brands, however, and with many planning to move tech in-house over the next year, agencies will have to adapt to a changing, advisory role in the martech strategies of their clients.”

Click here to download a copy of the Martech: 2019 And Beyond report.

Is your name on the Print & Digital Innovations Summit VIP guest list?
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Add your name to the VIP guest list for the Print & Digital Innovations Summit – it’s entirely FREE for you to attend and takes place on November 22ndat the Hilton Canary Wharf.

Register your FREE place here to benefit from:-

  • Pre-arranged, one-to-one meetings with suppliers who match your individual requirements and projects
  • Access to seminar sessions hosted by industry thought-leaders
  • Complimentary lunch and refreshments
  • No hard sell guaranteed, just new business connections

Plus, you’ll have ample opportunity to network with peers, with our registered delegates including:

A Nelson & Co Alliance Healthcare Abel & Cole
Boden British American Tobacco Brora
BskyB Bunzl Retail Supplies Canada Life
Cancer Research UK Charles Tyrwhitt Christian Aid
Chartered Institute of Civil Engineering Surveyors Civil Society Media Commonwealth Secretariat
Corinthian Sports Covea Insurance Demco Europe
Direct Line Group Dootrix Dubarry
Esure Fitflop House of Commons
J Murphy & Sons John Lewis Jigsaw
Kingsley Hamilton Estates Magnuson Hotels Marie Curie
Megger Miller Insurance Services Not On The High Street
Pasquilll Peterborough City Council Santander
Swansea University Taylorwessing The Hut Group
The Lalit London The Wedding Shop Volkswagen

Would you like to join them? To activate your ticket, complete the REGISTRATION FORM HERE!

This is a day of introductory meetings, inspirational seminar sessions and opportunities to network with like-minded professionals throughout the event.

Plus all meals and refreshments are included in your complimentary invite.

Places are limited, so register now to secure your place and avoid disappointment.

Or for more information, call Emily Gallagher on 01992 374084 or email e.gallagher@forumevents.co.uk.

To attend as a supplier, call Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.

Complaints to the ICO ‘have doubled’ since GDPR came into force
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Complaints to the Information Commissioner’s Office (ICO) about potential data breaches have more than doubled since the General Data Protection Regulation (GDPR) came into effect, according to law firm EMW.

There were 6,281 complaints between May 25 2018, when GDPR came into force, and 3 July 2018, a 160% rise from just 2,417 complaints over the same period in 2017.

EMW says that businesses should be concerned about the significant increase in complaints and the size of potential fines that can be levied under the new GDPR.

Under the new regulations the cap on each fine will be raised to £16.5 million (or 4% of worldwide turnover of the entity being fined) – 33 times more than the current maximum £500,000 fine.

Increasing numbers of individuals are making complaints over potential data breaches, including some more disgruntled consumers making several, repeated complaints. Greater media publicity and Government advertising means there is a heightened awareness of individuals’ new data rights under GDPR. There is now a greater public focus on the accountability of businesses of all sizes in handling personal data.

EMW says individuals are most likely to make complaints when their sensitive personal and financial data is at risk. The financial services sector received over 10% of all complaints (660), with businesses in the education and health sectors receiving a combined 1,112 complaints.

James Geary, EMW Principal for Commercial Contracts, said: “A huge increase in complaints is very worrying for many businesses, considering the scale of the fines that can now be imposed. There are some disgruntled consumers prepared to use the full extent of GDPR that will create a significant workload for businesses.”

“We have seen many businesses are currently struggling to manage the burden created by the GDPR, whether or not an incident even needs to be reported. The reality of implementation may have taken many businesses by surprise. For example, emails represent one of the biggest challenges for GDPR compliance as failing to respond promptly to subject access requests or right to be forgotten requests could result in a fine. The more data a business has, the harder it is to respond quickly and in the correct compliant manner.”

VIDEO: John Lewis paid Elton John £5m to be in its Christmas ad
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When we see it, we’ll probably think it’s either another piece of creative/marketing genius from the Partnership, or a depressingly early opening salvo in this year’s retailer Christmas TV ad wars.

Either way, you’ll not be surprised to learn that Elton John’s cameo in the upcoming John Lewis Christmas 2018 TV ad cost at awful lot of money (fresh from the awful lot of money he was paid for a cameo in the recent Kingsmen sequel). £5 million pounds, in fact.

That’s half the ad’s reported £10 million budget. Ouch. To be fair though, he does provide the soundtrack.

And if that’s not enough, John Lewis last week dropped another high-budget ad in the form of a Bohemian Rhapsody-themed school play re-branding exercise (John Lewis becoming ‘John Lewis & Partners’ and Waitrose ‘Waitrose & Partners’).

You can watch the whole thing in its two and a half minute glory here:

Expressions digital glass printing solution unveiled
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Owens-Illinois (O-I) has unveiled Expressions, a new solution for design agencies, packaging firms and food & beverage marketers looking to exploit digital glass printing techniques.

Expressions enables late-stage design, combining the benefits of glass with what it calls an agile, marketing-focused capability that facilitates brand engagement, consumer satisfaction and loyalty, as well as a mark premium value.

The digital glass printing solution enables brands to create highly personalised and customised packaging at flexible volume, industrial speeds, and affordable value, with what O-I claims is an unprecedented range of color and design possibilities, compared to traditional decoration solutions.

This, it says, means brands will quickly and nimbly be able to develop packaging to support short campaigns, such as seasonal promotions or limited/special editions to mark major events. In addition, Expressions is sustainable, using organic inks that don’t impact the recyclability of glass.

A premium version of the service, Expressions Relief, will offer brands the opportunity to use customised tactile digitally printed effects, such as embossing and coloured embossing.

Both Expressions services are planned to be commercially available by mid-2019 in Europe and shortly after in the US.

In 2014 O-I invested in a small-scale digital printing equipment to develop the foundations for the Expressions services and validate them with the market. To bring this new service to market at an industrial scale, O-I is making an initial investment in two direct2glass digital printing industrial lines, enabling contactless direct printing, through a Drop-on-Demand process, which only generates an ink drop when it is required for printing. The use of UV inks enables fast and reliable curing, while the CMYK model opens the door to the spectrum of Pantone hues.

Arnaud Aujouannet, Chief Sales and Marketing Officer of O-I, said: “O-I : EXPRESSIONS is a valuable step in our continuous commitment to be relevant and agile in meeting the needs of customers and consumers. This innovation is an exciting outcome of O-I’s strategic growth agenda and reflects our vision to emphasize high value segments by leveraging new technology and product innovation along with new attractive customized and flexible service offerings.”

Vitaliano Torno, President of O-I Europe, said: “Europe accounts for 24% of the global personalized packaging market and at the same time Europe is a core market for O-I, so it is fitting that the first step of our journey will take place here. We see the desire for individual retailers to provide unique promotions gaining momentum and brands are increasingly using personalised promotions to differentiate themselves. To execute these types of programs requires fast design and approval cycles with prompt execution. O-I : EXPRESSIONS makes all of this possible.”

Activate your free ticket to the Print & Digital Innovation Summit!
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The Print & Digital Innovation Summit is tailored to your individual needs, taking place on November 22nd at the Hilton London Canary Wharf

The event will give you the opportunity to meet with innovative and budget-saving suppliers, based on your own individual requirements and areas of interest.

No time wasted, and no hard sell – to activate your ticket, complete the REGISTRATION FORM HERE!

This is a day of introductory meetings, inspirational seminar sessions and opportunities to network with like-minded professionals throughout the event.

Plus all meals and refreshments are included in your complimentary invite.

Places are limited, so register now to secure your place and avoid disappointment.

Or for more information, call Emily Gallagher on 01992 374084 or email e.gallagher@forumevents.co.uk.

To attend as a supplier, call Sam Walker on 01992 374054 or email s.walker@forumevents.co.uk.

For more information, visit www.printinnovationssummit.co.uk.

Digital Signage & Interactive Solutions Summit: 3 weeks to go – last 4 FREE places!
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There’s still time to grab your free ticket to the Digital Signage & Interactive Solutions Summit.

BUT we have just four places left, so act swiftly if you’d like to take advantage of this unique opportunity.

Register your free place here to enjoy these exclusive VIP benefits:

  • A bespoke itinerary of face-to-face meetings with innovative suppliers who match your requirements. No hard sell and no time wasted guaranteed
  • Access to a series of thought-provoking and educational seminar sessions
  • The opportunity to network with like-minded professionals who share your challenges
  • Free overnight accommodation
  • Complimentary meals and refreshments
  • An invitation to our gala dinner with entertainment

The Summit takes place on September 24th& 25that the Radisson Blu Hotel, London Stansed.

Don’t delay – ensure you claim one of these places today.

For more information about attending as a delegate, contact Fraser McClean on f.mcclean@forumevents.co.uk, or call 01992 376727.

Alternatively, to find out how to attend as a solution provider, contact Katie Bolden at k.bolden@forumevents.co.uk, or call 01992 374093.