The Drum - 14th December 2012

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This issue of The Drum features a look at Christmas packaging, unwrapping the secrets to successful packaging design for the festive season. In addition to this it comes with two special reports on Search and Performance Marketing.

Special report: Performance Marketing
Performance marketing is an increasingly integral element of successful online marketing strategy.

This supplement, the second of our bi-annual performance marketing guides, builds on February's publication, the theme of which was performance marketing: an engine for growth.

This publication reviews the trends to emerge from Performance in 2012, speaking to leading industry voices to determine where it is going in 2013, from the ever-increasing influence of mobile, to the emergence of digital technologies changing the face of the discipline.

Special report: Search

Search marketing is an industry that just keeps on growing, and this supplement highlights that growth, providing insights into the main issues for search marketers going forward into 2013.

We take a look at case study examples of search in practice and hear from the industry to establish the key trends in organic and paid search. Providing an insight into what developments brands and marketers should be aware of when implementing search as part of a wider online strategy, this supplement also includes tips for businesses looking to capitalise on the exponential growth of mobile search.

Cover story – Christmas Packaging

Shelf stand out is never more important than at Christmas. Rosie Milton of branding agency Smith & Milton explores the thinking behind festive packaging design. We also hear from brands including Coca-Cola, Waitrose and Penhaligon's about their Christmas packaging ideology.

Desert Island Clips – Ben Priest

The Adam&Eve co-founder shares his Desert Island Clips choices, giving insight into the agency's work on the John Lewis Christmas adverts.

Special edition of The Works – The Drum Design Awards

To mark the launch of The Drum Design Awards, we asked members of the judging panel to select their favourite inspired pieces of design from the past twelve months – which include Thomas Heatherwick's Olympic Cauldron, the Diet Coke packaging redesign by Turner Duckworth, and the Johnnie Walker 1910 Commemorative Special Edition bottle, designed by LOVE.

Also in this issue:

  • Social Buzz Awards results and the case studies behind the Grand Prix, won by Paddy Power, and the Chairman's Award, picked up by 383 Project
  • Creative directors vent their feelings on the Christmas ads they love – or loathe – in adVENT
  • A gallery of the best Movember 'taches from UK agencies

The magazine regularly includes in-depth report and analysis, with all the hard hitting facts, statistics and trends.




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