By Mark Sibborn 3 December 1992. Memorable date? For some, yes – it was the first time a text message was sent over mobile network. An incredible achievement at the time, however what wasn’t anticipated was how Neil Papwell’s simple “Merry Christmas” text 25 years ago would change the world. Today, streaming one of Netflix‘s 5,000+ shows while on a beach in Australia is passé. By 2020 there will be 50bn connected devices using the latest mobile technology – the 4th generation (4G). So, the question we always ask is, “what’s next?” By 2021 the 5th generation platform (5G) will be fully Read full story › Source: The Drum...
Read MoreBy Minda Smiley Marketers awash with data are still struggling to unearth valuable and actionable insights from it, according to a recent report of out Forrester Consulting. The study, which was commissioned by marketing intelligence company Velocidi and includes responses from 273 marketing decision makers in the US, found that nearly one-third of firms lack experience when it comes to translating their data into insight and action. The report pointed to a number of reasons as to why marketers are struggling in this area, one of them being that 74% of companies have yet to implement a senior role like ‘chief data officer’ Read full story › Source: The Drum...
Read MoreBy 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 and click on the stars to vote. 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 Read full story › Source: The Drum...
Read MoreBy Katie Deighton The reaction to Formula One‘s redesigned branding and logo on Monday (27 November) was nothing but extreme, with fans mourning the death of the previous design and Lewis Hamilton pronouncing “I don’t think the new one is as iconic”. But for the sport’s head of marketing, the response is almost irrelevant – the logo is but a symbol for the wave of further changes owner Liberty Media is set to make. The decision to ditch the emblem designed by Carter Wong in 1994 was partly practical. The hidden ‘1′ and intricate speeding chevrons meant it wasn’t even possible to Read full story › Source: The Drum...
Read MoreBy John McCarthy Retailer H&M has again gone all in with its Christmas campaign, enlisting Jesse Williams and Nicki Minaj as caring parents to a restless young girl who cannot sleep. She instead demands a bedtime story. The creative sees Williams’ father character improvise a bedtime tale for his daughter. Very quickly it becomes surreal with the inclusion of black holes, parallel dimensions and an evil Father Christmas who steals presents. The three-minute ad called ‘A Magical Holiday’ comes from Swedish agency Forsman & Bodenfors and also stars John Turturro as evil Santa (who is quickly rewritten as Santa’s evil brother after some disbelief Read full story › Source: The Drum...
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