By Andrew Boulton Copywriter Andrew Boulton on the dangers of only ever writing in the same place. Some jobs are fixed to a certain environment. Pilots can only actually pilot if they are in a cockpit. Otherwise they’re little more than an overdressed airport accoutrement, no more distinct in that setting than an uncomfortable plastic bench or the faint ‘poof’ of a suspicious duffle bag being blown up by security. Copywriting, on the other hand, is not tethered to a particular point. Except, of course, when it is. Which, of course, is a lot. Survey the copywriters in your immediate circle and I’d be surprised Read full story › Source: The Drum...
Read MoreBy Katie Deighton Karen Blackett, WPP UK’s newly appointed country manager, is earmarking the ad budgets of small and medium-sized businesses, as well as experiments with alternative remuneration models, to deliver growth for the holding group at a time when concern lingers over a wider slowdown of the ad market. Speaking to The Drum, Blackett said the insight she’s garnered from three years in an advisory role with the Department for International Trade is informing her strategy for the group, believing that overlooked SMEs will prove to be a key growth market. “The growth of the UK economy is coming Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny OCBC, a Singapore-based bank, has launched the ability for customers to do day-to-day banking tasks via the app and Apple’s Siri. According to the bank, customers with the app can now log on and command Siri to help with banking tasks by using their voice. Using the service, users can check their bank account balances, outstanding credit card balances and details, as well as make instant e-payments to friends and family as long as they use the PayNow service in Singapore. While most actions can be activated and completed via voice, for security reasons, a validation via Read full story › Source: The Drum...
Read MoreBy Saisangeeth Daswani Chinese New Year is evolving. Brands that turn a blind eye to the opportunity or think it is limited only to companies operating within China will lose out. While tradition and family remain the cornerstones of Chinese New Year, savvy brands are starting to think beyond these, creating new narratives through which to connect with the evolving Chinese audience – such as tapping into a desire to travel or self-gift. Re-imagining tradition holds even greater relevance for Chinese New Year 2019. Here are four key insights to get ahead: Tap into new consumer lifestyles Consumers across the globe are prioritising wellness and living more Read full story › Source: The Drum...
Read MoreBy Danielle Gibson Williams Murray Hamm, WWF-UK, RAPP, Taxi Studio Ltd, Design Bridge and Perlfisher are amongst the judges for The Drum Design Awards 2018. The entry deadline for these awards has now passed, but you can still enter by applying for an extension. Hear about the best practices from some of our judges — Georgie Bridge, director of brand and design at WWF-UK and Garrick Hamm, creative partner at Williams Murray Hamm. The industry is so noisy right now, there are copious amounts of channels and ways to market the ever-increasing amount of content, says Bridge. “We need to think about how to Read full story › Source: The Drum...
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