品牌

Gucci母公司开云集团召集全球媒介比稿

法国奢侈品巨头开云集团(Kering Group)正在召集全球媒介比稿，涵盖开云集团旗下所有品牌和市场的媒介策划和采购业务。但目前比稿属于初期阶段，尚未公布有哪些参与的公司。

片仔癀1.5亿成立化妆品商贸公司

天眼查App显示，近日，福建片仔癀化妆品商贸有限公司成立，注册资本1.5亿人民币，法定代表人为杨浦权，经营范围包括化妆品零售；化妆品批发；互联网销售等。股权穿透信息显示，该公司由漳州片仔癀药业股份有限公司间接控股。

特斯拉发布2021年第二季度财报

特斯拉发布2021年第二季度财报。财报显示，2021年第二季度，特斯拉实现营收119.6亿美元，超过预期的112.99亿美元，去年同期为60.36亿美元；调整后净利润16.16亿美元，同比增长258%，市场预期为11.18亿美元。

便捷式精品咖啡品牌“时萃SECRE”获近亿元新一轮融资

便捷式精品咖啡品牌“时萃SECRE”已完成近亿元新一轮融资，本轮融资由博将资本领投，蚂蚁金服旗下基金凡创资本跟投。本轮资金将主要用于加速线下门店的拓展、品牌营销及线上线下创新产品的持续研发等，预计今年线下将开出超过50家门店。

互联网平台

抖音企业号首次发布“抖音私域”概念

近日，抖音企业号首次发布“抖音私域”概念，并正式发布抖音私域的解决方案——抖音企业号2.0。据《2021抖音私域经营白皮书》显示，截至2021年7月，抖音企业号总数量达到800万个，2021抖音企业号产品发布会现场，抖音企业号宣布启动百亿流量扶持及权益升级等多项激励政策，并招募8000家服务商伙伴。

蘑菇街：已完成对锐鲨科技的收购

蘑菇街发布公告称，收购锐鲨科技的交易已经在7月26日完成。根据最终协议，杭州卷瓜将从杭州锐鲨的现有股东手中购买股权，并认购杭州锐鲨的新增股份，总对价为5000万元人民币现金。在交易结束时，蘑菇街将持有杭州锐鲨59.62%的股权。锐鲨科技专注于为品牌提供一站式、个性化全域运营的定制服务，包括各类代运营服务、数据平台等软件服务以及流量投放等增值服务。

快手成立电竞公司，注册资本1000万

天眼查显示，7月23日，苏州快手电竞信息科技有限公司成立，注册资本1000万，法定代表人为赵力祺，经营范围含网络文化经营；互联网信息服务；广播电视节目制作经营；玩具、动漫及游艺用品销售等。股权穿透图显示，该公司由快手关联公司北京华艺汇龙网络科技有限公司间接全资控股。

周鸿祎发布360战略目标：构建国家级的分布式安全大脑

360董事长周鸿祎在ISC大会上表示，未来，国家背景的网军、APT组织、有组织网络犯罪将成为网络安全最大的威胁，网络攻击的目标、手法，产生的破坏都突破常规，威胁不断升级走向高端化。360希望基于新一代安全能力框架，能够打通各地、各行业的安全大脑体系，形成威胁情报和数据的互相查询，构建起一个国家级范围的分布式安全大脑。

小米集团联合创始人、执行董事、高级副总裁刘德出任开云汽车董事

小米集团联合创始人、执行董事、高级副总裁刘德将出任开云汽车董事。开云汽车是一家研发基于物联网赋能的智能商用车公司。此前，原小米生态链副总裁赵彩霞被曝出任开云汽车COO，小米联合创始人黄江吉也将担任开云汽车董事。官网信息显示，开云汽车将用“小米”模式做智能商用车，在硬件基本功能向传统品牌看齐的基础上，叠加IoT等传统品牌不具备的功能。

Facebook宣布成立新产品团队开发“元宇宙”

据报道，Facebook公司将打造一个产品团队来开发“元宇宙（Metaverse）”，这是一个概念，可以理解为创建一个多个人可以同时居住的数字世界。周一，Facebook公司高管安德鲁·博斯沃思在一篇文章中表示，这个元宇宙团队将隶属于该公司虚拟现实小组Reality Labs的一部分。

服务机构

“蓝税”完成A轮股权融资

近日，薪社税SaaS科技公司蓝鹰立德旗下平台“蓝税”正式宣布已完成A轮股权融资。本轮融资由深创投、华业天成联合领投。蓝鹰立德创始合伙人CEO张雪峰表示，本轮新注入资本将用于拓展行业灯塔客户，并与咨询机构和金融服务机构强化深度合作，加大技术、产品和人才投入。

案例

「7分甜」发布首支品牌故事片

新式茶饮企业7分甜发布首支品牌故事片。故事片通过讲述在外拼搏奋斗的女孩77与她爸爸的故事，传达“生活中有3分是苦，还有7分是甜”的品牌含义，以及从2005年至今的产品规模，门店数量等发展现状。

天猫国际携手李佳琦推出定格动画大片

天猫国际空中预言家联合 meeth、芯丝翠、medspa、dermalogica、filorga、安诗慕六个国际品牌，推出「家用院线面膜」专场，并携手李佳琦带来首支定格动画大片。

趋势洞察

IDC：2020年全球大数据软件市场规模达4813.6亿元人民币

2021年6月25日，IDC发布的《中国大数据平台市场研究报告-2020》，报告显示：

2020年全球大数据软件市场规模达4813.6亿元人民币，微软、Oracle、SAP作为Top3的厂商贡献了30%以上的市场份额；

2020年中国市场，包括硬软服在内的中国大数据市场规模达677.3亿元；其中软件部分市场规模92.2亿元，硬件585.1亿元。

“宅经济”网购成6月广州消费重要支撑点

6月，广州消费品市场显现出较强韧性。广州市统计局发布数据显示，6月全市实现社会消费品零售总额797.19亿元，与2020年同期基本持平，网络消费、“宅经济”、线上餐饮、绿色消费成为疫情下消费品市场稳健发展的四大重要支撑点。

2020年中国云计算市场整体规模达2091亿元，增速56.6%

中国信通院云计算与大数据研究所发布《云计算白皮书》，白皮书显示，2020年我国经济稳步回升，云计算市场呈爆发式增长，整体规模达到2091亿元，增速56.6%。云计算发展日益成熟，逐步迈入深水区。从发展历程上看，云计算走过了2006年到2010年的形成期，2010年到2015年的发展期，2015年到2020的应用期，并已经迈入成熟期。

海外

奥运会开幕式收视率低于广告商预期

NBCUniversal is already out to advertisers with Olympic make-goods as ratings for its Opening Ceremony in Tokyo hit its lowest levels in more than three decades and fell short of the broadcaster's guarantees to advertisers.

我们必须完全重建营销衡量指标

The past has finally caught up to the marketing industry. We can’t pretend we didn’t know it would. As an industry, we perverted identifiers and cookies, we failed to proactively address concerns raised by regulators and platforms, and now – like children who failed to heed the first dozen warnings from their parents – our much-abused toys are being taken away.

Although Google’s decision to delay final cookie deprecation until 2023 prompted a sigh of relief in many circles, the writing is still on the wall: The way we attribute ad performance, particularly omnichannel measurement, needs to fundamentally change — and soon.

Good. We had it all wrong anyway.Cookies decay quickly and fail to aid advertisers in making cross-channel and multi-touch connections. Plus, third-party cookies are already irrelevant in Safari and Firefox. Reliance on this dated technology is resulting in increasingly skewed and inaccurate audience understandings.

Salesforce 正式关闭了 Audience Studio DMP

Salesforce officially pulled the plug on Audience Studio DMP, the artist formerly known as Krux. The early DMP standouts, Krux and Lotame, were hit hard a few years ago, as publishers in particular shifted away from third-party data aggregation to first-party data management. But Salesforce sunsetting Audience Studio doesn’t reflect on other companies with DMP footprints: namely, Adobe and Oracle, as well as smaller players like Lotame. For one thing, Salesforce has always been a step further removed from ad tech than those companies. Or perhaps it had already made its next bet with the acquisition of the CDP Datorama in 2018. Salesforce, Adobe, Oracle and Lotame have all since practically rebranded as CDPs. Regardless of the reason, Salesforce allowed the former Krux audience builder business to languish. “I don't think this is the start of an extinction event," Constellation Research analyst Liz Miller told TechTarget.

如何通过广告建立一个更具包容性的世界

1. Rethink how you define your audience.

“People don’t fit squarely into boxes. For marketers, customers are changing. They may look one way but support different boxes than you thought they would. That’s only getting more fluid with time.” —Josh Boaz, Managing Director and Co-Founder, Direct Agent

Brands may be hesitant to create with representation in mind, fearing that doing so will alienate their core audience. However, according to our panel of experts, marketers must learn the nuances that exist among people and strive to understand the multiple markers of difference among their consumer base.

2. If you start diversity at the production table, you’re too late!

“Often, clients are asking How do we make this ad more diverse at production or postproduction? At that moment, you're already too late.” —Amber Chenevert, Group Strategy Director and Culture Studio Lead, VMLY&R

While diverse casting alone may have worked in the past, consumers have only gotten more savvy in their understanding of marketing and sophisticated in their ability to sniff out inauthenticity. Instead, diverse and inclusive thinking should be happening throughout the creative process, as well as built into the ethos of organizations.

3. Leverage industry tools to get started.

"We wanted to shape a story around our mission, which is to eliminate poor vision for everyone. Equality is at the heart of that mission. Facebook’s creative framework helped us shape major decisions as to where to start and how to bring our strategy to life.” —Vik Kambli, CMO, Clearly

The advertising industry has become increasingly interested and committed to lead and inspire change through representation. However, there are many people within the industry who remain unsure about where to start.

4. Tap into the moral and business case.

What usually helps move the needle is if we talk in terms of business outcomes. This isn’t just doing it because this is the right thing to do. The ideal is that it’s the right thing to do, aligning with positive business outcomes. —Josh Boaz, Managing Director and Co-Founder, Direct Agents

When Clearly reintroduced eyewear using the Facebook creative approach, it experienced more than a 6.7 point lift in ad recall and, and greater than a 1 point lift in message association. This is one example of how diverse representation in advertising drives real business outcomes. In fact, brands with the most representative ads saw a 44% average stock increase within two years, and achieved 69% better performance and 83% higher preference.