By Ian Haworth Today’s creative directors need to do much more than creating. Now we’re as much curators of concepts, information, technologies and ideas that make the creative output perform better. Our role as curators means we have to become modern day Medicis (just without the assassination attempts!). We have to know a little about a lot, becoming experts in everything and ensuring we understand how newer, forever-growing channels like AI, VR, social media and more all operate. We need to establish ourselves as trusted partners – which even means sourcing skills from outside the agency – that can be relied upon to ignite Read full story › Source: The Drum...
Read MoreBy John McCarthy Umbro is getting meta with a witty ad campaign that strips back the technical terms it has constructed around its new Medusae II football boots thus showing how all great scripts come to pieces when the acting talent gets a hold of them. Tim Grimble, supposed Umbro boot designer, in great detail describes his new product to Umbro ambassador and Beşiktaş defender, Pepe, before learning that the Portugese does not speak English. Pepe, dependent on his translator condenses the ad pitch into ‘Speed’ and ‘Touch’ – adding a level of humour absent from rival ads in the sector. Dave Palmer, executive Read full story › Source: The Drum...
Read MoreBy Lisa Lacy In a summer not known for its Metropolitan Transit Authority (MTA) triumphs, Ford Motor Company said it is launching its crowdsourced shuttle service Chariot in New York in August. Chariot is launching with two pre-planned service areas in Manhattan and Brooklyn at a flat rate of $4 per ride. Chariot also noted options like as WageWorks and commuter checks, which allow riders to use pretax wages to cover commuting costs, are fully compatible with Chariot. To use Chariot, riders check the app to find routes near them and reserve a seat as they head toward their assigned Chariot. Read full story › Source: The Drum...
Read MoreBy Jessica Goodfellow Welcome to The Drum’s Business on the Move section, where we collate agency account wins, reviews, agency launches, rebrands and acquisitions. Account wins AB InBev has appointed Wieden & Kennedy Delhi to manage the marketing strategy and creative for its Budweiser and Haywards 5000 brands. Michelin has awarded Havas Media its global media account, ousting incumbent MEC following a three-way pitch. Run from Havas’s Paris headquarters, with the Chicago office handling affairs in the US market, the account will see Havas handle all media planning and buying activities across global markets. Admiral has appointed content marketing and PR agency BrandContent Read full story › Source: The Drum...
Read MoreBy Jessica Goodfellow Sir Philip Hampton, the co-chair of a government-commissioned review into increasing the number of women in senior executive roles, is facing widespread criticism after accusing women working at the BBC for ‘letting the pay gap happen’. Speaking in the wake of the BBC pay row, Hampton questioned how the top female workers had “sat in this situation”, in a contentious interview with the Evening Standard. “How has this situation arisen at the BBC that these intelligent, high-powered, sometimes formidable women have sat in this situation?” he said. “They [female broadcasters] are all looking at each other now Read full story › Source: The Drum...
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