By Sam Vining By far and away the most common conversation I had with clients in 2016 concerned measuring the value of content marketing. It’s early days for 2017, but I don’t see the topic going away any time soon. Solving this problem is challenging; it requires a mutual, and somewhat consistent, definition of what we mean by ‘content marketing‘, and my experience suggests that there as many definitions for content marketing in the world as there are content marketers. At the risk of being reductive, the most basic interpretation I can express is: owned and earned media (text, audio or video) whose Read full story › Source: The Drum...
Read MoreBy Samuel Scott February 2017 has been a bad month for adtech. This month’s news should shake the industry down to its very core – and rightfully so. Marc Pritchard rocks the ad world February began with the fallout from Procter & Gamble’s chief brand officer Marc Pritchard’s atomic bomb of a marketing address to the annual leadership meeting of the Internet Advertising Bureau (IAB) in Florida. His opening remarks set the stage for the news to come: “Before digital technology, we were constrained. Limited formats, change at a snail’s pace. Now, we have freedom to spread our wings, to venture where no creative has Read full story › Source: The Drum...
Read MoreBy Gillian West Step inside the mind of a child with this week’s European Creative Work of the Week winner from Pebble Studios. Working with a group of seven and eight-year-olds from West London’s Grange Primary School, VR and production company Pebble Studios brought the imaginative worlds of children to life at the start of the year after asking pupils to draw some of the wondrous and inventive characters, lands and stories they come up with at playtime. Impressing the team with their descriptions of ‘candy land’ – a world where giraffes in bow ties live with a multi-coloured, disco-loving T-Rex, the children claimed adults Read full story › Source: The Drum...
Read MoreBy Emma Carney Digital PR. It’s one of those phrases that has been buzzing around the industry for some time and if you are unsure what this is exactly, then let me assure you, you’re not alone. There are two main origins of today’s ‘Digital PRs’. The former is the traditional publicist. Now let’s stray away from the Ab Fab stereotypes for one moment; these PRs are hardworking opportunists working the phones, pitching their client at every meal, submitting their self-written press releases and articles to every relevant journalist on behalf of their clients. Traditional PRs have a tendency to be in love with print, Read full story › Source: The Drum...
Read MoreBy Natalie Mortimer America’s most popular beer is set to re-enter the UK market 16 years after its first attempt, but as its target audience of 18 to 30 year-olds increasingly eschew bigger beer names for craft alternatives, does the Bud Light brand have enough clout to win them over? The AB InBev-owned brand will appear behind UK bars and on supermarket shelves from now ahead of a multimillion pound campaign set for a mid-march launch. One that the brewer is billing as ‘the biggest’ in a number of years. The brand is hoping that its lower alcohol content (3.5% ABV) will appeal to a Read full story › Source: The Drum...
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