Posts made in May, 2016

on May 27, 2016

By Fred Joseph For marketers, the idea of being able to cultivate data about consumers has obvious appeal. On the consumer side, it doesn’t seem like such a great idea. In fact, there’s a word often evoked related to such data collection and targeting. Creepy. A few years ago, consumers used the term to describe desktop-based retargeting ads that used data from cookies. In the mobile era, the sentiment is now being attributed to cross-device tracking. The Daily Beast, for instance, recently discussed cross-device under the heading of “Scary New Ways the Internet Profiles You.” Whether consumers are scared or merely annoyed, many have embraced Read full story › Source: The Drum...

on May 27, 2016

By John McCarthy It may have retained the Top Gear brand and the show’s format (the Stig included) but the BBC has braced itself against upstart Amazon’s coup de tat in seizing the influential trio, Clarkson, Hammond and May, for its newly named ‘The Grand Tour’ show which will air on Prime Video in Autumn. This situation raises the question: which show is the challenger brand? The one which retained the format and brand, or the one that seized the world-renowned and infamous talent? The BBC finds itself in an unenviable position; a large cross section of the public is anticipating the failure of Read full story › Source: The Drum...

on May 27, 2016

By Katie Deighton Fragrance retailer The Perfume Shop this week opened up The Perfume Bar – a ‘sensorial’ experience located in London’s Mahiki cocktail bar. Open for three days from 24-26 May, the activation saw The Perfume Shop team up with Mayfair’s mixologists to create a bespoke cocktail menu inspired by best-selling scents. Drinks included the Marc Jacobs Daisy Margarita and the Thierry Mugler Angel Colada. Guests were also treated to sweet treats designed to activate the connection between taste and smell, such as orange blossom jelly shots and chocolate-coated coffee beans. The pop-up experience was open to all fans of the brand, who Read full story › Source: The Drum...

on May 27, 2016

By Rebecca Stewart The official ‘Vote Leave’ campaign has launched a competition giving entrants the chance to win £50m if they can predict the Euro 2016 results. The promotion has, however, courted some controversy with an opposing group labeling the promotion a “con”. The free-to-enter contest promises a £50m prize to followers if they are able to correctly predict the result of all 51 games in the Euro 2016 championships, which kick off in two weeks. Vote Leave has taken out an insurance policy to fund the contest, and if no one is able to guess the final outcome of each of the matches then Read full story › Source: The Drum...

on May 27, 2016

By Natalie Mortimer From driving an underdog mentality to holding creativity as the cure [TO WHAT], executives at the likes of CP +B, Immediate Future and Essence weighed in on the debate of how to run, grow and retain independence at an agency at The Drum’s Agency Acceleration Day yesterday’s (26 May). Structure and Creativity “Creativity is the cure” for CP+B chief creative officer Dave Buonaguidi, who believes that by applying smart minds creatives can come up with more interesting solutions than just a TV ad, and that everyone should have a duty to create a business that is fit for purpose. “Fill the building full Read full story › Source: The Drum...