By Gillian West Poland’s answer to eBay and Amazon, Allegro, has released its Christmas ad – and it’s a tearjerker. Created by Warasw agency Bardzo, the ad opens with an elderly man ordering ‘English for Beginners’ before going all-in on the task at hand. From learning in the bathtub to on the bus and covering his house – and pet – in post-it notes, the spot follows his determined journey to master the language before receiving a second Allegro delivery – a suitcase. Travelling to England, the fruits of his labour are revealed as he introduces himself, in perfect English, to his British granddaughter. <div contenteditable="false" Read full story › Source: The Drum...
Read MoreBy Michael Feeley Marketers could be tackling a brand bypass in 2017 as the rise of virtual assistant tech, private online communities and programmatic marketing increasingly cut brand engagement out of the conversation altogether. That’s according to Google, trends analysts and senior marketers gathered for Intermarketing Agency’s recent 2017 future-gazing event. Speakers including Adam Sparrow, industry manager for retail at Google, Bonnie Richardson, consumer insight specialist at Foresight Factory, and Darren Jones, head of social media at The Post Office discussed the key consumer trends impacting on brand interaction in the year ahead, in front of an audience of 40 senior marketers at The Read full story › Source: The Drum...
Read MoreBy Jennifer Faull Hovis plans to increase its investment in experiential marketing in 2017 after seeing success from using the tactic to promote its Soft White and Best of Both ranges this year. The bread-maker has brought in experiential agency Hot Pickle to plan the activity for the coming year, which will consist of a fully integrated multi-agency campaign with experiential at its core. “Hot Pickle demonstrated a genuine affinity with the brand and stood out with a combination of smart strategic thinking and a killer creative idea,” said Sophie Lyons, marketing manager, Hovis. “They also have an impressive FMCG portfolio and we’re looking forward to Read full story › Source: The Drum...
Read MoreBy Tony Connelly Netflix is calling out adblockers in a bold campaign that echoes the dark and twisted themes from its Black Mirror series to address people using the software. When people with adblockers visit certain sites, they will be greeted with a banner promoting the show and a message saying, “Hello ad blocker user. You cannot see the ad. But the ad can see you”. The stunt is in the spirit of Black Mirror’s dark satire of modern technology and has been created by MullenLowe Mediahub as a way of ensuring the marketing for the show can still reach people who Read full story › Source: The Drum...
Read MoreBy Andrew Shebbeare I have long held the belief that advertising can be effective without being annoying; that advertising that is respectful, additive and relevant will ultimately rise to the top. Unfortunately market forces don’t always seem to agree – annoying advertising continues to thrive, and the rise of adblocking feels inexorable. So am I wrong? Or is there a path to advertising that is both mindful of user experience and effective for those paying for it? We’ve spent the last year studying ad annoyance. Our hope is that understanding what ads people enjoy the least will help us create better user experiences and even Read full story › Source: The Drum...
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