By John Glenday The UK is throwing its weight behind the creative economy with the launch of a £150m fund created in partnership between government and industry as the countries new industrial strategy takes hold. The Creative Industries Sector Deal was brokered with the Creative Industries Council to offer additional support and opportunities for part of the economy valued at £92bn and employing 2m people. £33m of this is being earmarked specifically for virtual reality games, interactive art shows and augmented reality tourism, a relatively small amount of upfront capital that it is hoped will increase Britain’s share of global creative Read full story › Source: The Drum...
Read MoreBy Husani Oakley Yesterday morning I sat in a Las Vegas ballroom listening to Adobe announce their latest and greatest — namely, an integration between Experience Cloud, Advertising Cloud, and Marketing Cloud that enables digital creative to be modified in real-time without pause or re-trafficking. A disturbance spread through some of my fellow agency employees in the audience, as if millions of SOWs suddenly cried out in terror and were suddenly silenced. But I, for one, welcome our new robot overlords. And here’s why. At its core, mass communication has always been about one simple thing — transferring an idea from Read full story › Source: The Drum...
Read MoreBy Mat Heinl We have seen, largely thanks to Apple and other Silicon Valley companies, the huge commercial rewards that come from investing in good design. Almost everyone, from chief executives s to consumers, is more design-savvy than ever, discussing at length whether a rebrand or new product works well. Design is no longer a niche discipline – it has become ‘pop’ and part of daily culture. People have never been more interested in design. When companies plan launches, they should think carefully about how to bring people along with them. They should think about their own teams as well as the general public. ‘Big Read full story › Source: The Drum...
Read MoreBy Taruka Srivastav Sports retail brand Wiggle aims to reposition itself by relaunching globally with the ‘Get There’ campaign. The integrated campaign, conceptualised by Dark Horses, highlights how cyclists, swimmers and runners are driven by passion and perseverance. The creative hopes to evoke the feeling of pursuing the distance, the feeling of satisfaction and a sense of achievement felt when they finally get to their destination. The ad was directed by George Messa, through Rockhound, and media was planned and bought by Bountiful Cow, while Brand Nation has supported the PR activity. Dan Staples, director of brand marketing at Wiggle, said: “Our customers have all Read full story › Source: The Drum...
Read MoreBy John Glenday Dentsu Ventures, the corporate venture capital fund of the Tokyo-based advertising and PR giant, has invested in Cheddar, the US based digital news network. Cheddar currently produces and distributes news videos from four locations around the US, specialising in the production of business news communicating new product launches, services and technologies. Cheddar then brings that content directly to viewers via its own video distributors and social channels. Having acquired a stake in this operation Dentsu will support a further expansion of operations by backing creation of a new media ecosystem, expanding distribution channels and Read full story › Source: The Drum...
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