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A platform idea has to do more than a tagline, says Impero's Elliott Starr

A ‘platform idea’ is so much more than a tagline

Opinion: The Drum Network speaks
A good brand needs a great platform idea, says Elliott Starr of Impero. And don’t think you can get away just using its tagline:... Read more
Elliott Starr - 17/04/2024
New technologies have inspired naysayers since abacus manufacturers bemoaned the advent of the calculators, says Will Tunstall

History teaches us not to fear AI

Opinion: The Drum Network speaks
Could AI have formed the Sex Pistols? No, says Will Tunstall of Tommy, and tech doomsayers overlook that this new advancement contains... Read more
Will Tunstall - 17/04/2024
It's important to understand the subtleties in language people use online to connect with the right audiences.

When it comes to SEO in 2024, linguisic nuance is key

Opinion: The Drum Network speaks
Getting as precise as possible a grasp on what people are saying and searching for online is key to connecting with the right... Read more
Georgia Beattie - 16/04/2024
PROS Founder and CEO Daniela Graicar with Stagwell Brazil President and Crispin Porter + Bogusky Brazil CEO Vinicius Rei

Why Stagwell’s acquisition of Latin America agency Pros makes sense

Opinion: Guest Columnists
Stagwell’s latest agency acquisition is Pros in Brazil, its first in the potentially lucrative Latin America... Read more
Tony Walford - 15/04/2024
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Purpose: complicated, essential, and rewarding - but not lazy, says Revolt's Nick O’Quinn

Purpose is far from ‘lazy strategy’ – in fact, it demands more from strategists

Opinion: The Drum Network speaks
Amid a whiff of backlash against the very idea of ‘purpose’ as a strategic principle for brands, Revolt’s Nick O&rsquo... Read more
Nick O'Quinn - 12/04/2024
Propeller on navigating the seas of social

Navigating the seas of social media: What’s your strategy for agency growth?

Opinion: The Drum Network speaks
Upon the launch of the agency’s 2024 Agency Playbook, Propeller’s Branwell Johnson lays out the rules of the game for... Read more
Branwell Johnson - 12/04/2024
How to stop big egos obstructing your pitch

How to stop big egos obstructing your pitch

Opinion: Guest Columnists
Sopheon’s Emma Hughes has been in some big rooms with big egos. Here’s how she *sometimes* manages pugnacious pitch... Read more
Emma Hughes - 10/04/2024
As a professional upgrade, motherhood is severely under-rated

As a professional upgrade, motherhood is severely under-rated

Opinion: How brands can capitalise on the addressable TV revolution
Rebecca Coleman is a CEO and a mom. These roles aren’t as distinct as they’ve had you think. Here’s why.  ... Read more
Rebecca Coleman - 10/04/2024
Experiential marketing's new 'holistic promotion' paradigm

6 key components of the ‘holistic promotion’ paradigm in experiential marketing

Opinion: The Drum Network speaks
‘If you build it they will come’: a nice fantasy, but no longer true, says Jack Morton’s Sebastien Klein. In the world... Read more
Sebastien Klein - 10/04/2024
Technological advancements can help marketers personalize UX funnels.

Keep up with the pack with these 4 must-know UX trends

Opinion: The Drum Network speaks
Technology is progressing at a dizzying rate. Mike Blake of Ledger Bennett highlights the UX trends marketers must know about. ... Read more
Mike Blake - 09/04/2024
We're feeding AI indiscriminately. Is it time to change its diet?

AI is only as good as its inputs, so let’s feed it true creativity

Opinion: The Drum Network speaks
iCrossing UK’s Mark Bell has a warning: AI can still be exciting – but only if we help it avoid the beige &lsquo... Read more
Mark Bell - 08/04/2024
The unseen cost: How brands are mismanaging millions in content

The unseen cost: How brands are mismanaging millions in content

Opinion: Self-published content
Despite ongoing efforts to defend marketing's impact, a significant portion of advertising budgets is still being wasted due to... Read more
Anastasia Leng - 08/04/2024
How to sort the AI wheat from the chaff, with agency Tangent

Beware the AI charlatans: 5 questions you should ask potential partners

Opinion: The Drum Network speaks
Tangent’s Leigh Gammons is here to guide you through the deep dark woods of empty AI promises (and towards that small minority that... Read more
Leigh Gammons - 08/04/2024
Is it time for marketers to stop pretending that they know what they're doing, just this once?

B2B marketers: Please, stop pretending to know what you’re doing

Opinion: The Drum Network speaks
As the agency launches its ‘How-To Hub’, Don’t be Shy’s Kimi Brown makes an impassioned plea: let’s stop... Read more
Kimi Brown - 05/04/2024
What does the Cerveza Cristal meme tell us about brand integration in 2024?

The Cerveza Cristal effect: What happens when memes and brands entwine

Opinion: The Drum Network speaks
Clickon’s Patrick Wilkinson takes a close look at the baffling and bizarre Cerveza Cristal meme, which has resurrected a shlocky... Read more
Patrick Wilkinson - 05/04/2024
Creative side hustles: Cream’s Lottie Webb juggles supper club and client management

Creative side hustles: Cream’s Lottie Webb juggles supper club and client management

Opinion: Guest Columnists
Side-hustles can accelerate careers in unexpected directions. As part of our series demystifying industry jobs, Cream client manager... Read more
Lottie Webb - 04/04/2024
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This year's SXSW: AI, AR, and converging digital communities

This year’s SXSW saw different digital tribes converging

Opinion: The Drum Network speaks
Having digested his experiences at last month’s SXSW, Propeller Group’s Ben Titchmarsh says that this year’s festival... Read more
Ben Titchmarsh - 04/04/2024
A majority of the population believes in climate change but hasn't been won over by green messaging.

Green messaging needs to be engaging as well as compliant

Opinion: The Drum Network speaks
Most people are yet to be won over by green messaging, says Alicia Upton of Media Bounty. With more regulation on the horizon, it's... Read more
Alicia Upton - 04/04/2024
Erin McCullough leading ChoirCo

​Creative side hustles: How DLMDD’s Erin McCullough harmonizes work and leading a choir

Opinion: Guest Columnists
DLMDD’s senior brand music consultant, Erin McCullough, founded a commercial choir, ChoirCo. She explains how she runs the project... Read more
Erin McCullough - 03/04/2024
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Google Analytics 4 - a new direction, or just confusing?

From ‘conversion’ to ‘key events’: What in the world is going on with GA4?

Opinion: The Drum Network speaks
If you’re feeling a bit bamboozled by the latest changes to Google Analytics, you’re not alone. Here, Beatrice Alabaster... Read more
Beatrice Alabaster - 03/04/2024

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