By Thomas Hobbs Last September, the health and beauty retailer aligned itself with perhaps the biggest vlogger of them all, Zoella, with her exclusive make-up range subsequently breaking Superdrug’s internal sales records. And Wallburn says the tie-up with the YouTube star has had a transformative impact. Speaking at an event previewing Superdrug’s Christmas range, Wallburn told Marketing Week: “I think what we’ve done with Zoella has shown the brand at its very best as our competitors did not react to the movement as quickly as we did. “Identifying the vlogger trend and putting it into product form has helped to significantly boost both online and in-store Read full story › Source: Marketing Week...
Read MoreBy Minda Smiley Imagine being criticised by strangers while trying to get through a workout. That’s exactly what happens to supermodel Gisele Bündchen in Under Armour’s ‘I Will What I Want’ video that launched last autumn. As Bündchen kicks and punches a large bag, real life social media comments, posted in response to her signing with Under Armour just days earlier, are projected on the walls around her, saying things like ‘stick to modeling sweetie’ and ‘she’s old’. Compared to Under Armour’s other athletic stars including ballerina Misty Copeland and soccer star Kelley O’Hara, Bündchen may seem an odd choice. But as the company Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer Consumer goods giant Reckitt Benckiser (RB) has appointed graphic design agencies Anthem and SGS International to its global roster to work on the company’s top power brands. The agencies will lead the graphic development and execution for brands including Durex, Nurofen and Vanish. Brand Union, Lothar Boehm Associates, DCA and VanBerlo will continue to work as strategic design partners. Commenting on the appointments RB global marketing excellence director Keith Edwards said: “Creativity is at the heart of our growth strategy and we are delighted that Anthem and SGS International are joining our roster of highly creative agencies”. RB will present Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer Earlier this month the hotly anticipated Harper Lee novel Go Set A Watchman was released 55 years after Lee’s only other published work To Kill a Mockingbird. The novel has become the fastest selling book in the history of publisher HarperCollins, with more than 1.1 million copies sold in North America in the first week. So with the world’s eyes eagerly watching, The Drum asked HarperCollins how it navigated the design process for the book’s artwork. The brief for the jacket design was unusual for HarperCollins as all six designers and art directors in its Cornerstone art department had the Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer The BBC is to begin selling digital downloads of over 10,000 hours of both new and archived TV programming – a move that will place the broadcaster in competition with Apple’s iTunes service. The venture will help the BBC pull in a new source of income as it contends with a £150m shortfall in license fee revenue after the government and the broadcaster reached an agreement to drop charges for over 75s. Beginning this autumn the BBC will make almost all of its programming available to purchase within a day of being broadcast, according to the Sunday Times. The Read full story › Source: The Drum...
Read More
Industry News