Posts made in September, 2017

on Sep 27, 2017

By Kyle O'Brien Welcome to The Drum’s US Creative Works in partnership with Workfront. This section is dedicated to showing the best creative work in North and South America and gives our readers the chance to decide which work we feature as our ‘Creative Work of the Week.’ For project information, credits, and more, click on the project to expand to full screen. To submit work for our US Creative Works section, fill out this online form. To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of Read full story › Source: The Drum...

on Sep 27, 2017

By Jennifer Faull The Engine Group has restructured to function around four new business units as it looks to “leverage the collective firepower” of its agencies and consultancy brands. It mirrors the restructure of fellow holding group Publicis, which in 2015 broke down its disciplines into four “solutions hubs” under a model it dubbed ‘Publicis One.’ Engine will now similarly operate under four business units: Engine Creative & Content, Engine PR & Activation, Engine Digital Transformation, Data and Insight and Engine Media. However, the individual agency and consultancy brand names will be retained. The first, Creative & Content, will be led by Matt Edwards, chief Read full story › Source: The Drum...

on Sep 27, 2017

By Katie Deighton Moonpig, the personalised cards and gifts etailer, has dropped its cartoon pig from its brand identity, as well as the ‘.com’ from its name. The changes form part of Moonpig’s rebrand, its first comprehensive refresh since its launch in 2000. Captained by in-house creative director James Turner, the new design is centred on the theme of ‘escape to life on the moon’, which reveals itself in ‘zero gravity’ typography featuring the bespoke font Moonpig Lift-off. It has been rolled out across the brand’s web, app, product packaging and marketing touch points. While the grinning cartoon pig may have been sent Read full story › Source: The Drum...

on Sep 27, 2017

By John McCarthy Brands often harness ambassadors to spread their messages among desired audiences but Coca-Cola shook up this practice right up earlier this week by unveiling its sponsorship of a fictional and virtual footballer, Alex Hunter, the protagonist of EA Sports’ Fifa 18 video game. The young protagonist of the game’s narrative-driven ‘The Journey’ mode will become a Coca-Cola Zero Sugar ambassador during the course of the season. While allowing for a legitimate professional footballer experience, the move also advertises the brand to the player on a meta level, building upon Hunter’s inclusion in the Adidas First Never Follows Read full story › Source: The Drum...

on Sep 27, 2017

By Ayesha Salim Location-based advertising is most effective when the data used is both accurate and precise. But important differences lie between the two and using one without the other can mean the difference between talking to the masses rather than the individual. In the second of a five-part series from The Drum and Verve on everything you need to know about location-based advertising, we explore how to merge them together. Location data offers infinite creative possibilities to target specific consumers across different moments during the day. And now with the emergence of the mobile consumer, the opportunities are endless Read full story › Source: The Drum...