global

HP eyes WFH creatives with 1st global campaign for Z computers

Dive Brief:

  • HP kicked off its first global brand campaign for its Z by HP line of high-powered computers, targeting the creative community that is almost entirely working from home for the first time, according to an announcement shared with Marketing Dive.
  • The Power Your Breakthrough effort is designed to communicate how Z computers help to power creative professionals’ work. The campaign’s cross-channel approach spans videos, a digital magazine, social activations and a new “Rightbrainers” podcast in which host and former TechCrunch journalist Tito Hamze discusses trends in tech and creativity through guests’ stories of breakthroughs, failures and successes. A
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TikTok unveils global platform for marketers, Brand Scan AR ads

Brief:

  • TikTok today introduced a global platform for marketers as part of its first appearance at the Interactive Advertising Bureau’s (IAB) Digital Content NewFronts, according to details shared with Mobile Marketer. TikTok for Business is a hub that will host the ByteDance-owned social video app’s advertising formats and services for marketers.
  • At the same time, TikTok unveiled an augmented reality (AR) ad offering called Brand Scan that lets marketers create immersive branded experiences. TikTok announced new partnerships with Bare Tree Media, Subvrsive and Tommy that will help accelerate and scale its development of 2D and 3D technology for brands.      
  • TikTok
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Global debt surging to ‘unmanageable’ levels, IMF warns

The IMF also sounded a warning against the unintended effects of the trillions deployed by policymakers to ease the impact of the virus creating exuberance in financial markets – and gave a veiled hint that central banks should be ready to pull the plug.

It added: “Policymakers need to be attentive to possible unintended consequences, such as a continued buildup of financial vulnerabilities in an environment of easy financial conditions. The expectation of continued support from central banks could turn already stretched asset valuations into vulnerabilities.”

The Bank of England has encouraged lending by banks, cutting the counter cyclical capital

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Global ad marketplace to drop 7% this year, rebound next year, Magna says

Dive Brief:

  • Total media owner advertising revenues, which includes linear and digital formats, are expected to decline by 7.2% to $42 billion in 2020, according to a new Magna report shared with Marketing Dive that reflects the media landscape after COVID-19. A rebound is expected in the second half of 2020 and will continue into next year, with 2021 ad revenues forecast to grow 6.1% for a total of $573 billion. However, that total is still $9 billion less than the market pre-COVID-19.
  • The U.S. market could be less impacted than other geographic regions, with Magna forecasting it to only
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