By Nick Ward With National Tea Day upon us, tea is likely to be on the minds of many today, but how can tea brands make sure they stand out from the crowd? The UK tea market has suffered a long-running volume decline since 2010, yet, from a branding perspective, it remains a stable category, populated by solid, well-recognised marques. Today’s tea marketers find themselves under growing pressure from within and beyond their category. All manner of drinks now vie for the drinking occasions that were once classically held by a ‘nice cup of tea’. The sector’s largest segment, black tea, is failing to Read full story › Source: The Drum...
Read MoreBy Lizzy Pollott On Sunday, more than 40,000 people – me included – will run 26.2 miles round the streets of our capital city with millions more watching on the ground and around the world. And after a career in the agency sector, the best analogy I can make is that running a marathon can feel a bit like an extremely drawn-out pitch process: there’s the excitement at the start when you find out you’re in; the realisation of the hard graft ahead; the wobbles and self-doubt; the hours put into it, the breakthroughs and the endless practising the damn thing, over and over Read full story › Source: The Drum...
Read MoreBy Gillian West Calvin Klein has enlisted 73-year-old model Lauren Hutton along with actresses Rashida Jones and Kirsten Dunst to front its latest campaign. Directed by Sophia Coppola, the campaign features a series of minimal black and white films in which the stars reminisce about pivotal moments in their lives, such as their first kiss. Introducing the new tagline – ‘Calvin Klein or nothing at all’ – there’s an air of 80s/90s nostalgia around the campaign which also features Nathalie Love, Laura Harrier, Chase Sui Wonders (niece of designer Anna Sui) and Maya Thurman-Hawke (daughter of Ethan Hawke and Uma Thurman). Hutton’s last appearance for Read full story › Source: The Drum...
Read MoreBy Tony Connelly FC Barcelona and Real Madrid‘s El Clásico matches generate over $40m in media value for sponsors, however live TV broadcasts now account for less than half of that figure, highlighting the need for brands to better understand the worth of the different media platforms available to them. As two of the world’s biggest clubs prepare to meet in what is likely to be a league-deciding fixture this Sunday (23 April), research specialist Nielsen Sports has attempted to provide a clearer understanding of the game’s value to sponsors by measuring the value of each media platform. The analysis revealed Read full story › Source: The Drum...
Read MoreBy Ayesha Salim The biggest advertising event of the year, Cannes Lions, is coming up in June to celebrate the best in creativity. The industry’s top marketers will gather to discuss creative strategies as well as give insights on what to expect in the future. But in the run-up to the event, what about the back-end campaign preparation? Campaign management is getting more complicated as marketers have to increasingly deal with shifting timelines, painful review and approval processes, as well as measuring campaign performance. Project management software company Workfront will be hosting a webinar on how marketers can get the Read full story › Source: The Drum...
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