Hasta La Creative!

The UK government is to review its estimated £140m media-buying account with transparency in the digital media supply chain at the top of the agenda.

VisitScotland has created an Instagram Travel Agency in London that allows people to create their holiday based on images displayed on the social-media platform.

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital related news. What people are talking about today: Jonathan Mildenhall, Airbnb’s high-profile CMO, is leaving the company on Oct. 20 to start his own consultancy called 21st Century Brand. Just weeks ago he appointed Wieden & Kennedy as Airbnb’s new global agency of record, reports Ad Age’s Lindsay Stein. Mildenhall says Airbnb’s “Belong Anywhere” campaign is meaningful for the brand’s community worldwide, inspiring him to “take what I’ve learned and work with other founders to get people to care deeply about their brands.”

Media migration

Time Inc.’s Entertainment Weekly is leaving New York and heading for Hollywood, reports Matthew Flamm at Crain’s New York Business, where it will move into offices that hold People magazine’s West Coast operations. Some 45 of the publication’s 66 New York staffers are expected to move with it. Time Inc. has been cutting costs as the company tries to transition into a digitally-focused operation. The move struck veterans of the magazine world, Flamm reports, “as another sign of a changing media landscape, in which New York is less and less the center of the universe.”

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Keurig is banking on the celebrity power of James Corden to jolt to its single-serve coffee sales amid a cooldown in the once-hot K-cup category.

In a new campaign by Havas New York, the late-night comic urges people to ditch their drip-coffee addiction in favor of the marketer’s new “K-Select” coffee maker. The effort, which will be supported on TV and digital, is called “Brew the Love,” and comes as the all-important holiday shopping season nears.

Corden has proven to be a popular endorser of late. Last year Chase began teaming up with the “Late Late Show” host in a campaign for the Sapphire Reserve credit card. And like all late-night talk show hosts, Corden has done his fair share of brand integrations, including with McDonald’s, Coke and Heineken.

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Every year, huge cultural moments seize the attention of our nation and, in turn, the attention of marketers. These events can be placed into three buckets: annual events (like a tightly contested NBA or MLB Finals, or an awards ceremony like the Oscars or Grammys); predictable events (such as TV show premieres or other entertainment events); and, finally, unpredictable events (such as Attorney General Jeff Sessions’ testimony from earlier this year, or the legalization of gay marriage).

For brands, these moments are critical to both planned and responsive opportunities, from social media commentary to the timing of larger campaign rollouts or sponsorships.

During such moments, when we flock online and on-screen to absorb and comment on what has happened, a number of established media metrics can be used to gauge just how big a deal it is that we’re (all) talking about. Is it trending on Twitter or Facebook? How does it look via Google Analytics? Did cable news dedicate round-the-clock coverage to it? Did it warrant a push notification from your mobile news app of choice? Is it all over late-night TV? And are memes appearing about it yet?

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(TrendHunter.com) Under its online brand Jet.com, Walmart is launching a new product line called ‘Uniquely J’ that offers a variety of branded grocery and household goods—all of which are targeted at…

WCRS and Leo Burnett have taken the top prizes in Ocean Outdoor’s digital creative competition, in partnership with Campaign, with concepts for Sky Ocean Rescue and The British Dyslexia Association.

Max Factor, the Coty make-up brand, has entered into a nine-month advertising partnership with boutique cinema chains that will feature bespoke ads created around movie releases.

Monster Worldwide’s chief marketer, one of Campaign’s Power 100 2016, names the ads and creative work that shaped his career.