By Thomas Hobbs With 20 years of experience, Marks is a seasoned marketer having most recently left entertainment and content marketing agency Red Bee where she worked closely on campaigns for BBC and Disney. She also helped craft the iconic Levi’s 501 jeans campaigns, which featured the music-obsessed “Flat Eric” character, while working for BBH in the 1990s. Admitting that now is a “transitional time” for the music industry, citing the move to streaming and social media as an example, Marks says the label must start to “think differently” about the way it approaches marketing. She told Marketing Week: “While the brand has been very successful Read full story › Source: Marketing Week...
Read MoreBy Natalie Mortimer Dazed Group’s marketing director Emma Sutton is leaving the company after five years, The Drum has learnt. In Sutton’s departure email to staff, seen by The Drum, she said that Dazed “trusted me to forge my own global strategy and vision, to create a newly formed department designed to deliver global brand awareness, and to move the brand beyond fashion into exciting new areas”. During her tenure Sutton led collaborations across multiple territories, including the UK, USA and Japan and drove sell out performances at Sadler’s Wells. “We’ve pushed them [brands] out of their comfort zone – across outdoor, retail, Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer The problem the 71-year old brand faced was that it had remained loyal to its older consumers but wasn’t addressing the younger generation, so the brewer enlisted design consultancy Elmwood to work with Tecate to “re-define modern masculinity” and appeal to today’s urban Mexican man. Speaking to The Drum Jon White, Elmwood managing director, said that design was critical to informing Tecate’s brand strategy. “This was a repositioning for them so our design was predicated upon finding that new positioning and they whole heartedly embraced that. If we hadn’t done that it’s just another set of designs, so we had to Read full story › Source: The Drum...
Read MoreBy Adam Flomenbaum When Yahoo picked up a sixth season of Community after it was canceled by NBC, it knew that, at the very least, the show’s small but rabid fan base would tune in. What it couldn’t possibly know was that the show would enjoy one of its most critically acclaimed seasons yet, with viewers “tuning in” in droves. Honda too couldn’t have known how successful the show would be when it signed on as the season’s presenting sponsor. Not only did Honda have more insight into the ads it was serving than it would have via linear, but also with clever product Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer Consulting and tech company Accenture is betting big on design after this week announcing that it is to expand the capabilities of Fjord, the design and innovation unit within Accenture Interactive. The expansion will see the company open more studios in the US and abroad, start a new recruiting program for design professionals, and offer training for new and existing design employees. Accenture said it will be investing further in service design that drives business outcomes through the innovative use of digital technologies and design across platforms including smart devices, tablets and PCs. Brian Whipple, senior managing director, Accenture Interactive called the Read full story › Source: The Drum...
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