By Andy Maslen A woman walks up to a construction worker in Manhattan. “Excuse me young man,” she says. “How do I get to Carnegie Hall?” He puts his pickaxe down and wipes his brow. Finally, he speaks. “Lady, you gotta practise.” He’s right. Every skilled, or would-be skilled, tradesperson needs to practise. But what does practise mean? For copywriters, specifically? It might seem obvious. You write. As much and as often as you can. Ads. Blog posts. Emails. Landing pages. Scripts. Sales letters. The more you write, the better you get. Right? Wrong. Suppose, for a moment, you were not a copywriter, but a carpenter. Thing is, you haven’t Read full story › Source: The Drum...
Read MoreBy Shawn Lim Omnicom has announced the promotion of Mark Halliday to chief executive officer of performance in APAC and the departure of Lee Smith, who was the CEO of platforms. According to the agency, Halliday’s promotion is a commitment to maintain its work in digital and performance marketing. Meanwhile, Smith, who spent almost a decade at the agency and oversaw the launch of Airwave Mobile, Resolution Media, OMG Programmatic and Annalect across APAC, will be leaving to create his own venture. “Mark Halliday will be taking on a new leadership role that will further strengthen our important Performance offering in the region,” said Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak The Drum speaks to people across the global media and marketing sector who are bringing something a little different to the industry and talks to them about what little insights they can offer the rest of us. This week’s 10 Questions With… features Sarah Ronald, co-founder of Nile. What was your first ever job? Making airline meals for flights out of Aberdeen. Despite having to get up at 5am every weekend, I loved it. Why did you get into marketing? To make a difference. Marketing has the power to directly impact how people think and behave, that really appeals to Read full story › Source: The Drum...
Read MoreReeha Alder Shah, managing partner for AnalogFolk: BAME professionals should 'embrace their differences'
By Adrian Walcott In the marketing sector there has been little escaping the growing need to create a diverse workforce that reflects society. As part of this drive, BAME 20/20: Meet the Changemakers was created in order to shine a light on those from ethnic minority backgrounds succeeding in business. As a force and catalyst for change the #BAME20/20 initiative was co-founded by Adrian Walcott, founder and managing director of Brands with Values and Amanda Fone, founder and CEO of f1 recruitment and f1 search. It’s aim is to attract and retain BAME talent into the media & marcomms Read full story › Source: The Drum...
Read MoreBy Doug Zanger Japanese e-commerce giant Rakuten is no stranger to sports sponsorship and partnerships, and its latest with the NBA’s Golden State Warriors is the next step in expanding its reach to a broader audience and making inroads to the Chinese audience, especially in the United States. Its recent history of sports partnerships shows a company being tactical about its quest to gain wider recognition. In late 2016, the company announced a deal with La Liga leaders FC Barcelona for a reported $235.4m over four years — where the company’s logo is emblazoned on the Spanish top soccer league Read full story › Source: The Drum...
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