Posts made in August, 2017

on Aug 24, 2017

By Charlotte McEleny The Singapore Tourism Board (STB) and Economic Development Board (EDB) have united on a new branding to combine its efforts in promoting the country to both tourists and businesses. The united front aims to use the power of the two government units to work as one brand, creating more fire power under a unified message of ‘Passion Made Possible’. The new brand look also includes a new logo that labels the country as ‘SG’, which aims to play on the idea of trademarks, linking to Singapore’s desire to be known as a country of innovators. Lionel Yeo, chief executive of STB, said: Read full story › Source: The Drum...

on Aug 24, 2017

By Margaret Molloy In recent years, key opinion leaders in the conference circuit and the media have obsessed over the dual topic of innovation and disruption. Though both topics have been consistently covered, their endurance in our collective attention is evidence that no analyses have cracked their success code. Disruptive brands are held as the darlings of innovation – stealing market share, winning customer loyalty, driving shareholder value, and enjoying the accolades of the press. But what is it that makes these brands truly groundbreaking? And what do they have in common with established brands that maintain relevance? From disruptive new entrants to innovative established Read full story › Source: The Drum...

on Aug 24, 2017

By Katie Deighton Vodka brand Finlandia is harking back to its Finnish routes in its latest global campaign, exploring the Nordic ‘land of the Midnight Sun’ through magical realism in print, social, digital and TV. The work, dreamed up by Wieden+Kennedy London, examines the fact that in Finland, the sun doesn’t set for 72 days during summer. Graded in rich tones of green and enhanced by the enchanting sounds of the forest, the TV ads reimagine Finnish plants opening in the sun to reveal the tropical fruits of the vodka’s new Flavours range, such as coconut and orange. The films were directed by Read full story › Source: The Drum...

on Aug 24, 2017

By Jon Beach The Trivago woman is everywhere. She has a blue shirt and stands to the left. She has ideal hotels. At the best prices. She wants you to know about them. But that’s not all she wants. She wants you to know that wherever you’re going, she’ll be there. Arms to the side. Staring into the very fabric of your soul. Her vacant stare of death lies in wait around every corner, and along every tunnel. Her eyes burn into my back as I’m fumbling for my Oyster card. She wants me to know that she’s watching. She destroys my days, and haunts my nights. I’m awake Read full story › Source: The Drum...

on Aug 24, 2017

By Tania Hodgkinson Current changes to marketing within the automotive industry are being led by the digital consumer. For car brands, this means understanding their consumers in the way online retailers already do. That behavioural shift to digital has already happened and marketers are investing increasing time and effort into expanding their knowledge of their online audience. Our data shows that the digital auto consumer journey has changed significantly in the past year. The picture is a brutal one: Loading… The online consumer is in a hurry. Between commencing online research and buying a car, the gap Read full story › Source: The Drum...