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Posts made in September, 2015

Channel 4 refreshes main channel brand to reflect public service remit

on Sep 30, 2015

By Natalie Mortimer Channel 4 has rolled out a new look for its main brand channel ten years after its last refresh as it looks to better reflect its public service remit. The channel’s in-house creative agency 4Creative worked with creative agency DBLG on the new look, which includes new idents that show a different take on the Channel 4 logo. Two new typefaces for Channel 4 named Horseferry (for display) and Chadwick (for information) have been created and these can be seen as part of the channel’s refreshed on-screen branding as well as a refreshed off-air/poster art direction. James Walker, head of marketing, Read full story › Source: The Drum...

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Sainsbury’s tactical pricing eases sales decline to bring ‘moderate’ optimism to brand future

on Sep 30, 2015

By Seb Joseph Sainsbury’s response to tough competition has been tactical pricing, a strategy that might lack the glitz of its previous marketing efforts but appears to be slowly easing its sales woes amid fierce competition. The supermarket, once famed for its Jamie Oliver ads, is pursuing a more lowkey marketing plan that’s underpinned by a mid-to-low pricing strategy designed to curb its reliance on promotions and take it closer to the discounters that have rapidly risen to establish retail’s status quo. Sainsbury’s introduced the changes last September and their cumulative impact is giving the retailer cause for “moderate” optimism”. Chief executive Mike Coupe said Read full story › Source: The Drum...

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Everything you need to know about: Programmatic

on Sep 30, 2015

By Staff Writer It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. First up is programmatic trading. We’re a long way from where the industry was less than a decade ago. Programmatic advertising looked very different then – heavily stigmatised with low quality inventory and either little or no optimisation in the few toolsets available. The breakneck speed of technological development that followed Read full story › Source: The Drum...

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Ralph Lauren announces he will step down as CEO of one of the world's most iconic fashion brands

on Sep 30, 2015

By Tony Connelly One of the fashion industry’s most iconic figures, Ralph Lauren, has announced that he will step down as chief executive of the company bearing his name. The 75 year-old confirmed that he will hand over the reins to one of the US’s most iconic brands to Stefan Larsson who was most recently the global president of Gap’s Old Navy division. Lauren is not leaving the company completely though, after stepping down as chief executive in November he will become executive chairman and chief creative officer as well as sit on the company’s board of directors. A statement released from the fashion house Read full story › Source: The Drum...

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Why the commercial sector needs a strong BBC

on Sep 30, 2015

By Ben Lunt With Apple having recently unveiled its vision for the future of TV, it’s become clear that the debate over the future of the BBC is as vital for advertisers and the commercial media sector as for the corporation itself. The BBC has issued its response to the government’s consultation on its Royal Charter, a review that is likely to result in significant cuts and a possible change to the licence fee model. Yet the very fact that the cost of the licence fee is ‘shared’ amongst the nation means it’s one of our few collective experiences. This has enabled the BBC to Read full story › Source: The Drum...

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