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London’s new high-speed rail service will present brands with the chance to take “full control” of their advertising because of technological advances on the network, Transport for London has claimed.

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. You can get an audio version of this briefing on your Alexa device. Search for “Ad Age” under “Skills” in the Alexa app.

What people are talking about today: A few weeks ago, Coca-Cola debuted its millennial-friendly redesign of Diet Coke along with new fruit flavors, and some people said the branding reminded them of LaCroix. Now PepsiCo’s having its own LaCroix-esque moment. The company has a new brand of flavored sparkling waters called Bubly, which are getting two 30-second slots at the Academy Awards on ABC next month, as Ad Age’s E.J. Schultz writes.

While LaCroix gets an ironic jolt of cool from its kitschy branding (its packaging art was once described as “the love child of Monet and Grandma Moses”), Bubly seems to be trying really hard to please millennials. Schultz writes,

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McCain is celebrating love that transcends race, disability, gender and age in a £3.2m ad push that introduces the slogan “Here’s to love”.

Most customers (69%) would completely boycott a brand if it repeatedly showed no regard for protecting customer data, a YouGov survey reported.

(TrendHunter.com) Photographer Hanna Moon captures the NSFW promotional photoshoot for Eckhaus Latta’s Spring/Summer 2018 denim collection. The NSFW-styled marketing technique has been proven to get exposure,…

Trinity Mirror has finally sealed a deal to buy Richard Desmond’s Northern & Shell in a deal costing £197m, including pension payments.

Laura Scanlon, director of TEGA at Girl Effect and one of Campaign’s 2017 Digital Mavericks, shares her lessons from the ladder.

Imagine if all you ever ate was free food that you found floating by in a fast moving river? In this dystopia, you don’t have time to assess what you’re eating—if it looks like food you eat it without question or hesitation. Of course, only a desperate or crazy person would live this way. But […]

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Global programmatic is set to account for 28% of digital media spend in 2017/18, rocketing up from 17% in the previous year in spite of growing concerns over brand safety, ad fraud and opaque media practices.

What a difference a year makes. In 2017, the World Economic Forum in Davos, Switzerland, was an anxious affair, taking place under the darkening cloud of Brexit, creeping nationalism and economic volatility. Optimism was in short supply as world leaders, both corporate and civic, pondered their place in an era of eroding trust. Perhaps they’ve…