By Gareth Jones Setting eyes on any new city for the first time is always a fascinating experience. Arriving recently in Seattle from the UK not knowing anyone or anything about the area was exhilarating and terrifying in equal measure. It got me thinking about what a city – with all its hidden stories – says about the kind of people, businesses and brands that make their home there. The first thing you notice about Seattle in particular is the way the port (one of the largest and most sprawling in the US) with its web of cargo cranes, container ships and railroad cars Read full story › Source: The Drum...
Read MoreBy Justin Pearse The Drum has partnered with IBM Interactive Experience to create a series of films during Mobile World Congress exploring how mobile is fundamentally changing the way businesses operate and how consumers engage with them. On the second day of the show, The Drum talked to Coca-Cola, Ford and Wimbledon to find out how they are using mobile to transform the experiences they offer their customers. Willis described how mobile is enabling her to continually reinvent how Wimbledon’s fan are able to experience the experience. At Coca-Cola, Daly discussed mobile’s power to fundamentally change the way the brand interacts with consumers and Read full story › Source: The Drum...
Read MoreBy Ronan Shields This ambition was underlined when it took full control of the reins of Weve – the mobile advertising venture it had attempted to get off the ground in dating back to 2012 – in the second half of last year. Sources close to the development of Weve say that early attempts to fully exploit the opportunities posed by the combined subscriber base of EE, O2, and Vodafone were thwarted by the natural tensions that will naturally arise when three fierce competitors are asked to act in cohesion. After launching a fully-fledged advertising offering in early 2014, Weve found itself 100 per cent Read full story › Source: The Drum...
Read MoreBy Thomas Hobbs Earlier this month as part of the new vision, Volvo launched an emotive ad that showed images of people in car crashes as a young girl says it seems as though car brands produce vehicles for racing tracks “instead of city streets”. And as part of this ongoing strategy, its newer models such as the Volvo XC90 feature run-off road protection technology in their seating and automatic breaking if the driver turns in front of an oncoming car. Volvo has also extended its safety-focussed product portfolio beyond cars, a move Andersson says will “only accelerate” in 2016. Last year, the Swedish car Read full story › Source: Marketing Week...
Read MoreBy John McCarthy Amazon has reportedly started selling a number of its own private clothing labels as it muscles in on the apparel market on its e-commerce platform. The e-tailer is looking to move into the fashion industry and is now, according to reports, selling clothing goods through a number of its own trademarked brands, including Franklin Tailored, Franklin & Freeman, James & Erin, Lark & Ro, Society New York, North Eleven and Scout + Ro. The brands, first noticed by WWD, were launched without much ado with the company also looking to hire a marketing head, senior brand manager, senior sourcing manager and senior Read full story › Source: The Drum...
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