By Gillian West Commercial and creative content are changing. In a world of brevity and fast consumption, the comfort of long form is making a comeback. In the last 18 months alone we’ve witnessed the launch of Facebook Instant Articles, the Guardian’s ‘The Long Read’, Snapchat Discover and more, putting a world of long form content at our fingertips. Now even Twitter – once sold as “a short burst of inconsequential information” – is rumoured to be changing its character limit from 140 to 10,000. Typically, opinion on long form has been split into two camps; those who see it as a gamble thanks Read full story › Source: The Drum...
Read MoreBy Benjamin Lichtman Canvs is a small New York-based emotion technology company which works to measure TV viewers’ responses to shows. Viacom is a major media conglomerate, with operations in over 160 countries and with revenues last year of nearly $14 billion; the owner of media heavyweights like MTV, Comedy Central, Nickelodeon, and Paramount Pictures. The two companies are now teaming up in an effort to better decode complex millennial language. The advancement and development of marketing measurement tools has grown by leaps and bounds in recent years. That development is part of larger growth in the more general analytical industry, which has become more Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Land Rover has adopted Instagram-like filters as part of its longstanding #Hibernot campaign. Designed to encourage members of the public to ‘see winter differently’ the digital billboards use real-time footage of urban winter landscapes and apply filters as people pass by – turning the screens into ‘window frames’. Each frame displays on-site footage in locations such as SE1 Tower in Waterloo and the Northern Lights in Leeds and the cameras as personally moderated to maintain a “realistic version of the scene”. Land Rover’s Digital OOH #Hibernot campaign Land Rover #Hibernot Land Rover #Hibernot Read full story › Source: The Drum...
Read MoreBy Mairi Clark Iris Worldwide has ranked in first place in The RAR Top 100, the only list of agencies based on financial KPI’s. The creative, integrated agency that recently formed a strategic partnership with Cheil, reached the leading position as a result of achieving the highest average rank, across a range of measures including turnover, turnover growth, profit and profit growth. Agencies across every marketing service are considered in the RAR report, the only conditions are each agency must first achieve high scores via the recommendedagencies.com system of ratings then submit key financial data for analysis. Following closely behind Iris in Read full story › Source: The Drum...
Read MoreBy Sarah Vizard Dunn has been with EE since 2003, first working in marketing for the Orange Group before becoming UK brand director. She previously worked for Virgin Media (then NTL) and at Coca-Cola in a number of marketing roles. She took over as CMO in 2013, when brand chief Steve Day stood down, with a remit to widen awareness of the EE brand, which emerged following the 2010 merger between Orange and T-Mobile UK, and extend the appeal of 4G from early tech adopters to the mass market. She has been successful on both those fronts. EE’s high-profile campaigns featuring Kevin Bacon have helped Read full story › Source: Marketing Week...
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