By John Glenday A new brand study commissioned by Havas has identified memorability as the key goal for brands seeking campaign success – but only if it is remembered 60 days or more following a viewing. In a congested market in which 49% of consumers feel ‘overwhelmed’ by brand messaging memorability was the key factor in attaining staying power, with the magic 60-day window cited as the point at which consumers finally spring into action. The data was derived from focus groups and polling of 2,000 people quizzed on 2018 brand campaigns and determined that as few as 15% of all brand campaigns Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak “When you are challenged, it’s the right time to be bold.” When Arthur Sadoun announced last June that one of his first intentions as the new chief executive of Publicis Groupe was to build an artificial intelligence platform to help source internally the best people to work on its client briefs, it’s fair to say there was much skepticism around the industry. At the time, many missed the point entirely, choosing to focus on the decision to fund the platform by removing spend from award entries, including a non-attendance at Cannes Lions by the whole group for Read full story › Source: The Drum...
Read MoreBy Kyle O'Brien In a new series of adverts from EasyJet and Europcar, one might think that the future of flying cars for hire is here – unless, of course, you aren’t paying attention. EasyJet and Europcar are taking customers on a journey to an alternate future in a new series of films in which hire cars can take to the skies – shot from the perspective of both companies’ helpful employees, who prove through the three-spot mockumentary, that flying cars for hire will not actually be available in the near or perhaps distant future. Marking a 15-year partnership between the low-cost airline Read full story › Source: The Drum...
Read MoreBy Jenny Cleeton This week has seen another wave of appointments and departures at brands, media owners and agencies. The Drum has rounded up the key moves from the EMEA, APAC and North America regions below. Loading… Confused.com Confused.com has hired Sam Day as its chief marketing officer, replacing Paul Troy who left earlier this year. Day comes to the company after five years as director of customer acquisition at insurance firm, RAC. He also brings with him experience from AA, Microsoft and HSBC. Just Eat Just Eat’s global chief marketing officer has left the company after three years at the helm. Barnaby Dawe Read full story › Source: The Drum...
Read MoreBy John Glenday Amazon has dismissed concerns raised by civil liberties campaigners over its sharing of facial recognition technology with US police forces, amidst concern that the technique could fuel growth of authoritarianism. A chorus of voices led by The American Civil Liberties Union have emerged in opposition to the hi-tech tie-up, which sees the ecommerce giant share a user guide for its Rekognition software – a proprietary technology employing Amazon’s cloud computing arm, Amazon Web Services. Amazon contends that it makes no sense to block emerging technologies solely on the fear of how they might be Read full story › Source: The Drum...
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