Posts made in May, 2017

on May 30, 2017

By Laurie Fullerton In an attempt to rally support to stop marketing unhealthy food and beverages to Canadian children, the Heart & Stroke Foundation of Canada tackled both the serious issue of marketing unhealthy food to children while taking a swipe at the multi-million dollar marketing campaigns that aim to reach them. As an illustration and to make a point, the Heart & Stroke Foundation uses a new (and entirely fictional) advertising agency called “16 and Under” that is meant to only create ads targeting kids. A video showcases how the ‘agency’ finds it so easy to manipulate kids that most of Read full story › Source: The Drum...

on May 30, 2017

By Seb Joseph If Lastminute.com wants to be top of mind for those advertisers seeking holiday goers then much could rest on how the company can give its burgeoning publishing business a commercial edge. It might sound like an exaggeration for a business that derives a tiny amount of its total revenue from ads but its chief commercial officer and head of media and partnerships Alessandra Di Lorenzo readily admits to the importance of getting the content right. Get it wrong and people are less likely to want to log-in to access a service they view as needless, which in turn robs Lastminute.com of Read full story › Source: The Drum...

on May 30, 2017

By Cameron Clarke In its 160th year, US media institution the Atlantic is embarking on a global expansion effort that will see it open its first overseas bureau in London this summer. In a wide-ranging interview with The Drum, its president Bob Cohn takes us inside the digital strategy that will see this distinctly American magazine brand attempt to win over European audiences and advertisers. When US magazine brand the Atlantic opens in London this summer, it will do so in the hope that its latest attempt to introduce a British accent to its pages will fare better than its first. Published in Read full story › Source: The Drum...

on May 30, 2017

By Jennifer Faull Almost a fifth of companies in the marketing and advertising sector would go out of business if they were to be hit by a fine for non-compliance of the new GDPR legislation. The General Data Protection Regulation (GDPR) comes into force in less than one year and covers everything from a consumer’s ‘right to be forgotten’ to data breach notification and accountability. At the heart of the reform in how companies must handle customer data is a fine, standing at €20m or 4% of an company’s global revenue, if they are found to be falling foul. But, in a survey Read full story › Source: The Drum...

on May 30, 2017

By Jessica Davis The infamous Pizza Hut advertising faux pas which generated mortification in customers after mocking a prison fast to advertise its brand earlier this month, has stirred a debate among creative agencies about what the boundaries are of ‘disruptive advertising’. A shock tactic campaign is topical, it’s clever and it gets people talking. But what separates a clever campaign from an outrageous one? In a generation where social media has proven the difference between humorous and offensive is often blurred, it can be difficult to locate the line. The Drum Network members explain why it happened and how Read full story › Source: The Drum...