By Seb Joseph Faced with the challenges of keeping its cool amid mass exposure, Adidas Originals has retooled its measurement strategy to successfully commercialise its brand purpose and retain its authenticity. Adidas Originals has come a long way since its birth in 2001, now responsible for the bulk of the company’s lifestyle business and boasting a social media army of more than 30 million fans worldwide. Yet this meteoric rise from niche youth culture voice to prominent sportswear player is not without its commercial challenge. Speaking at The Drum’s Digital Convergence conference earlier this week (25 February), Alexander Matt, senior director of global brand communications Read full story › Source: The Drum...
Read MoreBy Minda Smiley The second largest bank in the United Arab Emirates, Abu Dhabi Commercial Bank (ADCB), is launching a campaign this week that features videos of real people closing their eyes and describing their greatest ambitions in life coming true. The message is: “If you can visualize it, ADCB can help you get there.” Creative agency Solve, based in Minneapolis, produced the campaign. Since ADCB operates in a crowded banking marketplace within the UAE, Solve said it wanted to rise above the rational appeal of competition and position the bank as a champion of its customers’ ambitions. For the campaign, Solve invited real people from Read full story › Source: The Drum...
Read MoreBy Nesh Pillay Reddit, popular link, image, and discourse-sharing site, has changed its privacy policy, a move that comes in the wake of last year’s celebrity iCloud hack. The hack brought great scrutiny upon the site after a number of nude photographs of celebrities including Academy Award winner, Jennifer Lawrence were released online. Reddit’s revamped privacy policy includes an “involuntary pornography” section, which prohibits the posting of any images or videos that feature an individual in a “state of nudity,” or engaging in sexual activity without that individual’s consent. This would also prevent users from posting “revenge porn,” which has become a popular form of internet Read full story › Source: The Drum...
Read MoreBy Nesh Pillay Twitter was ablaze today after the Federal Communications Comission (FCC), led by chairman Tom Wheeler, voted 3-2 to pass new net neutrality regulations. The historic, yet controversial, vote ensured that free speech would remain online and that major internet providers could not dictate internet speeds based on website content. “(The Internet) is the most powerful and pervasive platform on the planet,” said Wheeler after the vote. “The Internet is too important to allow broadband providers to make the rules.” As The Drum reported earlier this week, many major tech companies and politicians – including President Obama – were vocal about their Read full story › Source: The Drum...
Read MoreBy Minda Smiley Retailer Target’s latest financial report shows that breach-related expenses not covered by insurance have come to $162m in 2013 and 2014. In the report, the company said it incurred breach-related expenses of $4m in the fourth quarter of 2014 and full-year net expense of $145m. Fourth quarter and full-year 2013 costs related to the breach were $17m. President and co-founder of cloud control company HyTrust Eric Chiu said: “The major breaches such as Target, Sony and Anthem damage brand reputation and consumer trust, but they also have a real impact on the bottom line.” He also added that the $162m spent so far by Read full story › Source: The Drum...
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