The latest issue of The Drum casts a critical eye over Guinness’ colourful new TV ad, and works out the campaign’s pros and cons.
Behind a brand
We’ve fixed our focus on branding this issue, and take a look at the many steps of the modern brand journey: from the challenges modern marketers face in the hyper-connected modern world to what brand builders have to say about defining a brand.
Not everything is black and white
Guinness’ new TV spot has been met with widespread critical acclaim from many, but for others the ad has left a bitter after-taste. John Jessup, who has been involved in many award-winning campaigns, and author and publisher Lewis Blackwell, share their positions on the campaign, offering praise and criticism of what is already vaunted as one campaign likely to win many accolades this year.
Scandalous Sochi
Beleaguered by anti-gay discrimination, the threat of terrorism and rising financial costs, the Winter Olympics in Sochi promises to be scandalous, not least for the brands putting their names to it, argues The Drum’s Katie McQuater.
Facebook turns 10
As the social giant notches up a decade, The Drum takes a look at its journey so far, and how it has changed the media landscape for marketers.
This issue also includes:
- Our regular creative round-up, showcasing some of the best recent creative work, as voted for by online readers
- NB Studio’s Nick Finney talks about breaking into the industry
- The Drum Network: new business expert Trevor Flannery offers some insights into building client relationships
