Guest Columnists

Guest Columnists

About this blog...

Industry figures share their views on the latest issues. If you have an idea for a guest column, email opinion@thedrum.com

Why understanding marketing science can make your advertising more effective

Opinion: Guest Columnists

In this series of blog posts, researchers from the Ehrenberg-Bass Institute share the major... Read more

0 comments
Virginia Beal - 27/02/2013
Marketing
The end for the advertorial?

Does Google's hardline stance on Interflora spell the end of the advertorial?

Opinion: Guest Columnists

Advertorials in newspapers have been an effective and accepted marketing tool for many years and long before the internet. In most cases,... Read more

2 comments
David Mill - 26/02/2013
Digital
Interflora has fallen foul of Google

Brand owners should heed Google action on Interflora and take steps to come up smelling of roses

Opinion: Guest Columnists

As reported by The Drum, floristry brand Interflora has been effectively wiped from the internet by Google after the company was deemed... Read more

7 comments
Alex Wares - 26/02/2013
Digital
Surjit Chana

Why the chief information officer is becoming the marketer's best friend

Opinion: Guest Columnists

More and more, chief marketing officers are spending their working days looking at big data analytics. After all, the marketer’s job is... Read more

1 comment
Surjit Chana - 25/02/2013
Marketing
Peter Klein

Understanding the good - and bad - of performance marketing

Opinion: Guest Columnists

Performance marketing is perhaps the most underrated and misunderstood media channel in all of advertising. After more than a decade in... Read more

0 comments
Peter Klein - 25/02/2013
Marketing
Annie Macfarlane

Teens, Tumblr and the hidden worlds of the social web

Opinion: Guest Columnists

On an unproductive afternoon of idly clicking through interconnected blog posts, I recently found myself on a web page dedicated to the... Read more

2 comments
Annie Macfarlane - 25/02/2013
Social Media
Paul Jonson

The Legal View - Could the Defamation Bill recommendations really be unlawful?

Opinion: Guest Columnists

Following much ballyhoo around the Leveson Inquiry and the future of press regulation, the Government's Defamation Bill, including some... Read more

0 comments
Staff Writer - 25/02/2013
Media
James Papworth

New ABC circulation figures mean the concept of the 'magazine' shifts again

Opinion: Guest Columnists

The Professional Publishers Association (PPA) released its first combined ABC-audited circulation figures for print and digital editions... Read more

0 comments
James Papworth - 22/02/2013
Media
Grigor Milne

Celebrity endorsements: how to avoid over-exposure when the heat is on

Opinion: Guest Columnists

The recent high profile cases of Tiger Woods, Lance Armstrong and now, Oscar Pistorius, each individually highlight, in radically... Read more

1 comment
Grigor Milne - 22/02/2013
Sponsorship
Transparency is key for the continued growth of performance marketing

Transparency is key for the continued growth of performance marketing

Opinion: Guest Columnists

Digital advertising is relentlessly fast-moving. The potent mixture of sophisticated technology and endless creative thinking on how to... Read more

1 comment
Mary Keane-Dawson - 22/02/2013
Digital
Rumoured acquisition of Microsoft Atlas by Facebook 'a game changer'

Rumoured acquisition of Microsoft Atlas by Facebook 'a game changer'

Opinion: Guest Columnists

The rumoured acquistion of Microsoft's Atlas software by Facebook has become a very poorly kept secret, with the main question simply... Read more

0 comments
Julie Langley - 22/02/2013
Social Media

Digitally enhancing and promoting the attraction experience: what attraction brands are getting it right online?

Opinion: Guest Columnists

Adrian Porter, head of strategic research, Precedent, reveals insights into the digital... Read more

0 comments
Adrian Porter - 21/02/2013
Digital
Performance marketing takes the guesswork out of advertising

Taking the guesswork out of advertising: why performance marketing works

Opinion: Guest Columnists

The IAB’s first ever study measuring the contribution of online performance marketing revealed the value of the industry and its place... Read more

0 comments
Clare O'Brien - 21/02/2013
Digital
Will brands lose faith in Twitter following Jeep and Burger King hackings and how will it impact the impending IPO?

Will brands lose faith in Twitter following Jeep and Burger King hackings and how will it impact the impending IPO?

Opinion: Guest Columnists

With two major brands - Burger King and Jeep, having seen their Twitter accounts hacked to promote rival brands, and MTV and BET teaming... Read more

0 comments
John Buchan - 20/02/2013
Social Media
Henry Clifford-Jones

The new global marketing: why smaller brands now have the potential to go global on their own terms

Opinion: Guest Columnists

We know that digital media are changing the rules for those building and leveraging global brands. What’s less remarked upon is how... Read more

0 comments
Henry Clifford-Jones - 19/02/2013
Marketing
Hackers changed BK's Twitter feed to 'McDonald's'

Burger King Twitter hack: can the fast food giant capitalise on its sudden exposure?

Opinion: Guest Columnists

The news that Burger King’s Twitter account has been hacked is just the latest in a string of security breaches to hit the microblogging... Read more

0 comments
Dane Cobain - 19/02/2013
Social Media
Richard Morris

Media agencies now have the opportunity to be the creative agency they have always wanted to be

Opinion: Guest Columnists

Richard Morris, managing director of Vizeum UK, takes a look at the changing nature - and role - of media agencies ... Read more

0 comments
Richard Morris - 18/02/2013
Media
Latest acquisition deals show there's money to be made in data

Latest acquisition deals show there's money to be made in data

Opinion: Guest Columnists

... Read more

0 comments
Andrew Moss - 15/02/2013
Marketing
The bane of Andy Barr's life: Fireman Sam

Google searches for BT war and Apple gets hacked off

Opinion: Guest Columnists

Another week of fun, with the headlines dominated by horsemeat (again), spurious Valentine’s Day stories and, of course, a rather shooty... Read more

0 comments
Andy Barr - 15/02/2013
Public Relations
Nike's unfortunate Oscar Pistorius ad illustrates the perils of sponsoring sportsmen

Nike's unfortunate Oscar Pistorius ad illustrates the perils of sponsoring sportsmen

Opinion: Guest Columnists

On 14th February - Valentines’s Day - it was announced that Oscar Pistorius was arrested and charged with the shooting and murder of his... Read more

3 comments
Toby Margetts - 15/02/2013
Public Relations

Pages

Feature

Bridging the gap: How mobile is tying together online and offline customer journeys for Kellogg's, Lastminute.com and TUI UK

Bridging the gap: How mobile is tying together online and offline customer journeys for Kellogg's, Lastminute.com and TUI UK
Opinion

BIMA D-Day: Why your digital agency should get involved this year

Andrew Henning
Feature

"We are trying to learn to be a global business" - Whyte & Mackay marketing director Cara Chambers talks brand strategy, Russia and Diageo

"We are trying to learn to be a global business" - Whyte & Mackay marketing director Cara Chambers talks brand strategy, Russia and Diageo
Feature

The High Street isn't going to go away: TUI CMO Jeremy Ellis discusses Thomson Holidays' brand strategy

Jeremy Ellis: With Thomson over 20 years
The Works

Vote for the best piece of work in our Creative Round-Up: Winners to be featured in 24 May issue of The Drum

Vote for the best piece of work in our Creative Round-Up: Winners to be featured in 24 May issue of The Drum
Knowledge Bank

10 reasons why you need RTB

10 reasons why you need RTB
News

Top-10 YouTube brands revealed: Red Bull, Google, Old Spice and Nike top the chart

Top-10 YouTube brands revealed: Red Bull, Google, Old Spice and Nike top the chart
Feature

Seeing things differently: Are brands missing the boat with augmented reality?

Image courtesy of Metaio
Knowledge Bank

The future of display buying

The future of display buying

Our Columns

Writer, Reader, Rascal

Writer, Reader, Rascal

Andrew Boulton

Smack My Pitch Up

Smack My Pitch Up

Andy Barr

Justin Pearse

Justin Pearse

Justin Pearse

Mergers and acquisitions

Mergers and acquisitions

Tony Walford

Letter from America

Letter from America

Noel Young

It's Lonely at the Top

It's Lonely at the Top

Richard Draycott

Charlotte Amos - Retail in Detail

Charlotte Amos - Retail in Detail

Charlotte Amos

View from the Ivory Tower

View from the Ivory Tower

Sarah Williams

Gordon Young

Gordon Young

Gordon Young

Rose Lewis

Rose Lewis

Rose Lewis

US election

US election

Awards Blog

Awards Blog

Craig McGill

Drum Banger

Drum Banger

Consultancy Matters

Consultancy Matters

Marie Myles & Debbie Oates

Duncan Parry

Duncan Parry

Duncan Parry

Email Marketing Insights

James Murray

Guest Columnists

Guest Columnists

What were they thinking?

What were they thinking?

Jon Bains