The Marketing News of the Week

Nike unveils its new advert "The Toughest Athletes" dedicated to pregnant women:
The American sportswear company Nike has unveiled its new advert dedicated to pregnant women, "The Toughest Athletes." In its new advert, to mark the release of its Nike (M) collection for pregnant and breastfeeding women, the American brand has decided to showcase those who are about to give birth or have just given birth, while continuing to transcend themselves through sport. It features Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce and Nia Ali, as well as everyday female athletes. Filmed during the lockdown, 'The Toughest Athletes' was compiled from over 22 hours of footage shot by the mothers. Each shoot was directed via Zoom.

HBO Max: Soon a free offer financed by advertising:
Faced with the competition, HBO Max is adopting a most surprising strategy. In June, the American platform will offer a free subscription, but financed by advertising. Indeed, the HBO streaming service intends to offer another free formula financed by advertising. These ads will be placed in the interface, at the beginning of the programme and between two episodes of a series. Only Warner Bros. films released simultaneously on the platform and in the cinema will not be accessible via this free subscription. To watch them, you will need to subscribe to the paid version of HBO Max or wait until they are available in the free catalogue. By offering such a formula, HBO Max hopes to be able to reach its target of 120 to 150 million subscribers by 2025. It must be said that its current offer is far from competitive with Netflix, Disney+ and others. The only HBO Max subscription available is €14.99.

Facebook is testing ad stickers in its stories:
Facebook wants to make money with stories and intends to do so with the display of ads. Indeed, the social network is testing a new feature within its application. This new feature takes the form of an ad sticker that public figures can add to their story in order to be paid. What kind of stickers will be used as ads in Facebook stories? The idea is for the ad to be close to the theme of the story. So if someone highlights a video of a park, a sticker for a merchant near the park could be available. "We want to allow more people to experience that pleasure of participating and supporting a creator, and we think that's a relatively new behaviour that we want to make more ubiquitous in the app, and we think this is a great way to do that," explained Yoav Arnstein, head of product management.

#JamaisSansElles: BMCI strengthens its commitment to gender equality:
BMCI, like the BNP Paribas Group, is strengthening its commitment to gender equality by signing the #JamaisSansElles charter. "Through this charter, BMCI as well as all the members of its Management Committee commit to no longer participating in events - internal or external, face-to-face or remote - with more than 3 speakers without the presence of women (debates, expert panels, round tables, etc). BMCI is also committed in its communication actions to convey an image of diversity and inclusion, as well as its commitment to #JamaisSansElles to internal and external audiences, whenever relevant, including through publications on social networks," says the bank. In order to contribute to gender diversity, BMCI is committed to the promotion of women within the company and in entrepreneurship.