By Lynda Relph-Knight A LinkedIn invitation from a designer I’d not met prompted me to Google his company, ANTI. According to the website, the name of the Norwegian branding group is an acronym for A New Type of Interference. ANTI’s founders maintain that brands should display a different kind of ‘interference’ in their visual communication to stand out in an overly crowded marketplace. There’s nothing new there then. But ANTI’s terminology got me thinking about the edgy, cataclysmic words entering everyday marketing speak, ‘interference’, ‘disruption’ and ‘disturbance’ among them. They owe their provenance to the heady combination of global austerity and technological shifts that Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak Dentsu Aegis Network has named Robert Horler as it’s USA chief executive. Horler, who previously led the network in Northern Europe as chief executive will report to Nigel Morris, chief executive of the network in the Americas and EMEA. The newly created role will see Horler develop, drive and execute the network’s strategy from April when he will relocate to New York. He will also become a global executive of the network and retain his responsibility for the global development of the iProspect and Data2Decisions brands. Morris explained: “In the global context, the US economy continues to show its strength, Read full story › Source: The Drum...
Read MoreBy John McCarthy The UK public vastly undervalues advertising’s contribution to media, culture and sport according to research from the Advertising Association. A Deliotte survey of 1,000 Brits found that the gap between what the public is willing to pay for media, and what advertising contributes in the UK is almost £5bn – a fee of £187 per UK household, per year. The report estimated that advertising accounts for around half of the newspaper industry’s revenues, theorising that prices would double in the absence of it, estimating a fall in sales from 91 million to 20 million each week. On the TV front, 40 per cent Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer Siemens is championing science, technology, engineering and mathematics (STEM) subjects via a new school engagement programme designed to spark the interests of young people. Named The Curiosity Project, Siemens has teamed with education marketing and communications agency Hopscotch to get five million students and teachers involved with the scheme. The technology company will also support, sponsor and promote major UK science-related festivals over the next three years as part of The Curiosity Project. The campaign will include daily activities, workshops run by Siemens volunteers to help students explore real engineering applications, site visits plus teacher training sessions delivered in partnership Read full story › Source: The Drum...
Read MoreBy John McCarthy Fitbit has launched an online ad featuring comedian Joel McHale to promote its charitable FitForFood campaign in the laziest of fashion. The wearable fitness tracker enlisted the comic talents of ‘Community’ lead McHale to remind viewers it is not too late to get back on the treadmill despite the New Year’s blues taking hold. From 3 February, the firm will be counting the calories burned by Fitbit users participating in the FitForFood initiative. If fitness buffs manage to burn one billion calories, Fitbit will provide meals for 1.5 million starving Americans in partnership with ‘Feeding America’. Argonaut shot the ninety second slot with Read full story › Source: The Drum...
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