Heineken, James Bond, First Direct: 5 things that mattered this week and why

Catch up on all this week’s marketing news including Heineken’s teetotal James Bond ad, the return of This Girl Can and marketing budgets on the up.

Heineken shakes up zero alcohol market with James Bond tie-up

When you think of James Bond what image immediately jumps into your head? An Aston Martin? A martini? A worrying pattern of treatment of women? A non-alcoholic beer?

Chances are it isn’t the latter. But Heineken is hoping to change that with its new campaign.

The beer brand is using its 0.0% product for the first time in its 20-year collaboration with James Bond in the hope it will push sales of its low alcohol variant. In the ad, Daniel Craig is seen refusing a ‘Double O’ martini in favour of a 0.0 beer, because “I’m working”.

While the low and no alcohol beer market is growing at a rapid rate, brands are working to overcome taste and legacy issues around the image of non-alcoholic beer. The two-decade strong partnership with Bond will surely help Heineken do this, shaking off an outdated idea that the low and no is only for pregnant women or those who are driving.

READ MORE: Heineken pushes non-alcoholic beer in James Bond ad

This Girl Can celebrate five years of inspiring women

When Sport’s England’s This Girl Can campaign hit TV screens in 2015 it took what was at the time a radical approach to woman and sport. It showed, shock horror, normal women with jiggly thighs and kids in prams working out in what was, for many, a rap-soundtracked revolution.

Since then the campaign has gone from strength to strength, inspiring 4 million women to take up sport and sparking conversations both at home and in the wider world about the exercise gender gap.

To celebrate its fifth anniversary, This Girl Can isn’t straying too far from its award-winning formula. It mirrors some of the scenes with the first campaign – including its running hero – but also has some new exciting inclusions. That includes tackling societal barriers such as showing one woman with clear period pain clutching a hot water bottle before attending a yoga class – where, as she changes, we see a tampon string.

This snippet is part of the majority of women’s lives and shouldn’t be particularly noteworthy but even Sport England’s director of insight Lisa O’Keefe admitted she was “nervous” at the prospect of discussing periods.

It is an incredible campaign that brands could learn from – including a range of diverse women without it feeling forced. However, despite its success getting more women to be active it still has yet to solve the discrepancy for class. Those from more affluent backgrounds are still more likely to work out, something which the brand might want to focus more explicitly on next year.

READ MORE: This Girl Can tackles influencers’ ‘unrelatable’ fitness images in fifth anniversary campaign

Marketing’s diversity crisis revealed

diversityFor a while now there has been a persistent feeling within marketing that the industry could be doing so much more to address issues around diversity and inclusion. While efforts have ramped up to improve representation in brand campaigns, when it comes to building truly diverse teams it feels like marketing has a long way to go.

With this context in mind, Marketing Week set out to reveal the true scale of marketing’s diversity problem and how that is affecting opportunities both at a grassroots level and in the most senior positions.

The 2020 Career and Salary Survey found, for example, that 88% of the 3,883 respondents identify as white, with just 4% identifying as mixed race, 5% as Asian and 2% as black.

This lack of representation of people from BAME backgrounds becomes particularly apparent at the higher echelons of marketing. The percentage of people who identify as white and work in a senior role (senior manager to owner/partner) is 38.3%, compared to just 26% of people who identify as black.

The data also exposed issues around socio-economic background and seniority. Despite just 10% of respondents defining themselves as coming from an upper middle class background, these marketers make up 52.6% of those in senior positions (senior manager to owner/partner).

The survey also confirmed a strong gender bias relating to seniority. While women make up 60.9% of all the survey respondents, just 30.2% of female marketers are in a senior position (senior manager to owner/partner), compared to 49.5% of their male counterparts.

From a persistent gender bias to a lack of representation, the Career and Salary Survey reveals many issues the marketing industry will need to address in 2020 – and beyond – if it truly wants to make positive change. CR

READ MORE: Salary Survey 2020 – Marketing’s diversity crisis impacts seniority and influence

First Direct joins the wellness movement

The start of a new year always finds people focused on their wellbeing, whether that be joining a gym, taking on dry January or trying out Veganuary.

However, less time is spent on financial wellbeing, despite people believing this is more important to their overall wellbeing than eating well and exercising.

First Direct wants to do something about and so is launching a #moneywellness platform. A debut campaign, created by new agency Brooklyn Brothers, aims to challenge “misconceptions” that can hold people back from banking with confidence such as thinking they should be where their partners were at their age or that other people know more about finances than them.

It’s a move clearly aimed at giving First Direct more of a brand purpose after years of focusing on the more functional aspect of its offering – its customer service. But this insight into money confidence is one many finance brands have jumped on – from Moneysupermarket to Santander.

That would suggest it is true, but brands may struggle to differentiate and will need to explain why their services/products/experience helps. SV

READ MORE: First Direct repositions around financial wellbeing

Marketing budgets on the rise as political uncertainty eases

Ignoring whether you were ecstatic or devastated about the outcome of December’s general election, it’s clear the result has had a positive impact on business.

The Conservative’s 80-seat majority has done away with the political uncertainty that has severely impacted business investment over the past few years. And marketing is not immune.

The IPA’s quarterly Bellwether appears to have perked up marketers, with a net balance of 4% revising their total marketing budgets higher in the fourth quarter – the strongest growth since the start of 2019.

The outlook for 2020/21 is also looking more positive, with a net balance of 15.7% expecting budgets to be up this year, a vast improvement on the 3.4% that expected to see growth in 2019/20.

It is early days but there appears to be a shift in momentum. Much will depend on the outcome of ongoing Brexit negotiations, as well as global issues around China, Iran and the US. But the signs are that companies are starting to relax their grip over budgets.

READ MORE: Marketers loosen reins on marketing budgets as political uncertainty eases



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