Posts made in June, 2017

on Jun 26, 2017

By Ayesha Salim Brand safety is a huge issue in the industry but advertisers can tackle it by keeping an eye on the ‘news cycle’ and by changing tact as they deem necessary, according to Integral Ad Science’s CMO, Maria Pousa. Speaking at Cannes Lions Festival, Pousa says: “Typically, what we see is, [brands] tend to set and forget their strategies, but the ones that are very savvy are keeping up with the news cycle and changing key words on the sites that are being blocked to prevent the brand being associated with negative content.” In the video above, Pousa recommends Read full story › Source: The Drum...

on Jun 26, 2017

By John McCarthy Soda brand Sprite has released its first ever music video despite supporting the hip-hop industry in particular since 1986. As part of its Summer Sprite Cold Lyrics Series that saw it adorn cans with the lyrics from multiple artists, the company has now released a full-length music video with its ambassador Vince Staples, a single called Rain Come Down as part of his new album Big Fish Down. Bobby Oliver, director of Sprite & Citrus Brands at Coca-Cola North America, said: “The Sprite brand’s legacy in hip-hop has always been about elevating the art form and Read full story › Source: The Drum...

on Jun 26, 2017

By John McCarthy It’s been 20 years since the release of the first book in J.K. Rowling’s Harry Potter series, and to mark the occasion some of the leading social networks have upped their game with a slew of themed features celebrating its cultural significance. Twitter has introduced a specs and thunderbolt emoji to sit alongside the #HarryPotter20 hashtag no doubt in the knowledge that the network will be rife with Potter-themed discussions for the full day. Twitter has teamed up with Pottermore, Rowling’s digital entertainment platform which extends the lore of the books long beyond the final installment, for the Read full story › Source: The Drum...

on Jun 26, 2017

By Rebecca Stewart Cadbury has enlisted VCCP as its lead global agency, following a review which was called in March after the chocolate maker sought to consolidate its advertising strategy. The brief was previously split across markets with Fallon – which created the brand’s now famous drumming gorilla ad – and fellow Publicis Groupe-owned Saatchi & Saatchi being its two key agencies. VCCP will lead the new integrated approach, with VCCP London having been appointed as the full-service partner agency for the Cadbury Portfolio in the UK and Ireland, as well as the global lead for Cadbury Dairy Milk. Read full story › Source: The Drum...

on Jun 26, 2017

By Staff Writer Just last week Facebook‘s vice president of EMEA Nicola Mendelsohn proclaimed that creativity has “never been more important” in the industry, as rapid technological advances have shifted the power from the hands of the few to the many. But while Silicon Valley might be spearheading innovation, what are the risks associated with an over-reliance on tech, and how can companies breed creativity both internally and externally? Such questions were put to a panel of agencies, brands and publishers at The Drum’s Creative Transformation breakfast event this month, in order to address the opportunities and woes Read full story › Source: The Drum...