In 2014, with influencer marketing still in its infancy, brands were just beginning to tentatively dip their toes into the space and work with social media stars on YouTube and Instagram. Few of those early adopters could have predicted just how...
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Can creativity be manufactured at scale, packaged up and sent out into the world? Pop music is packed with examples of successful ready-made superstars; Korea’s biggest cultural export, K-pop, perhaps the best example. Young starlets, like...
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‘What am I looking at here?’ It’s not an unusual question for the first-time TikTok user, given the bewildering array and amount of content to be found on the app.
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Brands are still testing the waters of TikTok, but some advertisers have seen phenomenal success from their experiments in this (relatively) unsaturated platform. Take the footwear brand DSW, for example. It launched its ‘#toomanyshoes&rsquo...
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5G speed can transform everyday tasks into enhanced experiences as faster speeds and response times enable new applications that can offer real-time interactivity and experiences that are so immersive that it is almost like the real thing. Singtel...
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From playing with augmented reality (AR) to increasing investment in direct-to-consumer, Covid-19 has done more to accelerate Coty’s digital strategy than any chief marketing officer or chief digital officer ever could, says its senior vice...
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As in-housing gains momentum, challenges and opportunities are emerging for external agencies. Here’s a look at the expectations and realities for marketers, and their unwavering desire for the big idea.
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North America - 06/10/2020
With the UK workforce advised to WFH for the foreseeable, The Drum explores what policies advertising's biggest agencies have put in place for employees and what others can learn from them.
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Nicky Bullard, chairwoman and chief creative officer, MRM, and chair of The Drum Awards for agency business, discusses her predictions for agencies for the next 24 months and how the industry is moving in the right direction with...
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The somber, early pandemic ads with lilting pianos became something of a running joke. But they did raise the question of whether brands can successfully sell while focusing on negative topics. Mars' consumer insights lead Sorin Patilinet...
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North America - 09/09/2020
It was early June when the World Bank first issued its prediction that the “swift and massive” shock of Covid-19 would plunge the global economy into a “severe contraction”. It forecast that the global economy would shrink...
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What does it take to be a ‘resilient agency?’ The 4A’s new report says be more prone to invest in growth areas and less promiscuous when it comes to client business. But will agencies act quickly enough?
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North America - 09/07/2020
It might be one of the most coveted positions in the ad agency infrastructure, but what role does the chief creative officer (CCO) really play in the grand scheme of things?
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Office space has long been a focal point for ad agencies. The well-lit ‘meet our team’ group shot, taken against an exposed brick wall, pool table visible in the background, is standard fare on the websites of most creative shops.
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As ad spend is squeezed globally, agencies are having to run redundancy and furlough schemes but in Asia Pacific, it's the hubs that could be hit the hardest.
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Coronavirus is forcing brands to rewrite their messaging and marketing plans as lockdown renders their previous efforts ineffective or offensive. They’re also having to produce new creative without the luxury of a studio. Here’s...
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North America - 06/04/2020
How can agencies mobilise their teams when pitching for new business remotely? And in the absence of chemistry meetings and on-site visits, are a few Zoom calls enough to tell if you actually gel with a client?
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Few people have strapped into advertising’s wild ride quite like Tamara Ingram, the chairman of Wunderman Thompson, who is “stepping away” from the agency later this year. She speaks to The Drum about her near four decades in the...
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North America - 03/03/2020