brand-e

GroupM has launched Xaxis, a global audience buying company combining WPP’s data resources with the trading leverage of the GroupM agencies. The Xaxis’ proprietary platform enables GroupM clients to target highly specific demographics.

By Maria Stadtmueller. Advertising agency Wieden & Kennedy gave over the entire sixth floor of its New York HQ to hip fashion brands for a five-day pop-up shop campaign over the weekend. The store, called SHOP, saw cool labels such as Steven Alan, Burkman Brothers, LimoLand, Bing Bang, Made New York, Rochambeau and Saturdays Surf set up booths and offer short-term discounts

By Mark Terry. Fashion brand New Era and London creative agency The Tailor of Shoreditch are launching a consumer-led global marketing campaign comprising digital, user generated content and social media platforms, plus consumer-curated events.

The communications initiative boasts elements around the world, including London, Berlin, Madrid, Dubai, South Africa, Paris, Stockholm, Milan, New York, LA, Rio, Toronto, Montreal, Mexico City, China, Hong Kong and Tokyo.

By Maria Stadtmueller. Brands need to embrace beta, says Colin Kinsella, president of North American for Digitas in the agency’s Digitas Cache II interactive publication.

“Marketing and technology are always evolving – never reaching a final destination,” says Kinsella. “There are endless opportunities for customisation, collaboration, innovation, and surprise in the work we create.

By Steve Mullins. Konstantin Pinaev is passionate about co-creation. That’s not surprising given that he’s the head of co-creation at Thinktank International. It’s a newly created position for the market research firm, and Pinaev may well be the first person in the UK to have earned that title. And he plans to use it to bring more creativity to the research discipline.

By Steve Mullins. Wieden + Kennedy New York is going pop-up. Not the ad agency itself, of course, but its retail operation. Retail? Yes, the appropriately named SHOP – slated to open from 16 to 20 June –will offer clothing from labels such as Burkman Bros, Loomstate, Siki Im, Steven Alan, and others, at W+K HQ in Varick Street.

By Steve Mullins. Kaiser Chiefs have partnered with label B-Unique – part of Universal Music – and ad agency Wieden + Kennedy to roll out an online music platform to enable consumers to create their own versions of the band’s new album, The Future Is Medieval.

By Maria Stadtmueller. Isaiah Mustafa is here. Mr Mustafa is that cool Old Spice Guy who starred in Wieden + Kennedy’s Old Spice Response campaign last year, the one which last month picked up the Best In Show at the US One Show Interactive Awards (following up on a raft of other wins).