Posts made in March, 2016

on Mar 24, 2016

By Nir Wegrzyn Brand authenticity is undoubtedly the topic du jour within the branding world. Consumers’ exposure to brands through ever increasing touchpoints, and their concern for provenance, means that brands are under increasing pressure to be ‘authentic’. But what does it mean to be authentic, and more importantly, can we ever really achieve it? The dictionary definition of ‘authentic’ is to be ‘of undisputed origin and not a copy; genuine’. Interestingly, however, the word authentic derives from the Greek word authentes, which means ‘one acting on one’s own authority’. Over time the modern usage of the word authentic has established itself as meaning Read full story › Source: The Drum...

on Mar 24, 2016

By Adam Libonatti-Roche The love-hate relationship between food and social media was the topic of last night’s (23 March) #SMBuzzChat with founder of Digital Blonde, Karen Fewell. The community discussed the importance of sharing on various social channels as well as how food ‘over-sharing’ can actually become a benefit to those attempting diets. We asked Karen to answer each of her questions in a longer form to give greater understanding to the importance of food psychology online. Does #FoodPorn have a place on social media? There are millions of images tagged with #FoodPorn on Instagram alone, from showing off cookery skills to showcasing a chef’s talent or Read full story › Source: The Drum...

on Mar 24, 2016

By Sarah Vizard Speaking to Marketing Week, Asda’s senior director of digital advertising Chris Chalmers said the supermarket has increased its investment in content and that it is “laser focused” on social, mobile and video. “The rise of ad blocking and banner blindness has forced advertisers to rethink how we advertise digitally. The proliferation of content and native advertising is a key component part of that,” he said. “In summer last year we moved to embrace a more content-led advertising strategy and we have scaled that over the last year. “We are better investing in content that engages with customers where they are in Read full story › Source: Marketing Week...

on Mar 24, 2016

By John McCarthy Brexit-backing London mayor Boris Johnson has appeared in a bizarre campaign ad claiming a UK exit from the EU would be more favourable for LGBT rights. The ‘I’m out and I’m proud’ ad sees Johnson launched the LGBT-Brexit group of the same name. In it, he cites the treatment of the LGBT community from EU members Poland, Hungary, and Romania as a reason to leave. He also argued that the UK is the home of LGBT rights. “I’m very proud to say, we in Britain have the most progressive attitudes towards LGBT issues anywhere in the world and it’s a wonderful thing to see. Read full story › Source: The Drum...

on Mar 24, 2016

By Tony Connelly Sky has bought the exclusive rights to Formula One from 2019, marking a growing absence of live sports on terrestrial TV. The new sky deal will come into effect once Channel 4’s new three year deal expires at the end of the 2018 season. The public broadcaster is paying £35m a year to show 10 live races as well as practice, qualifying and highlights. Sky’s new agreement will run until 2024 and will mean UK F1 fans will only be able to watch the coverage through Sky, which currently broadcasts all 21 grand prix live on its dedicated F1 channel. Customers Read full story › Source: The Drum...