By John McCarthy O2 is a brand built upon a supposed breath of fresh air, when it launched in 2005 it looked to offer a new proposition to the mobile market – now it is returning to its roots with a return to an old brand message. ‘Breathe it all in’ is the strapline that the carrier will be pressing through the UK from 1 September. It looks to highlight how the mobile is a vital part of modern life. British spoken word artist George the Poet narrates a TVC in which the concept of digital oxygen is forwarded. O2 will connect mobile Read full story › Source: The Drum...
Read MoreBy Kyle O'Brien Amazon recently launched its ‘try-before-you-buy’ Prime Wardrobe service, enabling Prime members to order up to eight items of clothing and only pay for what they keep, with free delivery and returns. Now, they’re pushing it with a couple of spots that show the human side of the service. Two 30-second TV ads, combined with a range of social content, show just how easy it is to order clothes from Amazon Prime Wardrobe. In one spot, a woman is looking through her closet with her daughter, who keeps nixing every outfit. When a box arrives from Amazon Prime Wardrobe, the daughter Read full story › Source: The Drum...
Read MoreBy John Glenday Chinese conglomerate Tencent has taken a battering after authorities declared that they would be introducing a fresh round of restrictions designed to both limit gamers. As a result, daily gaming hours and the volume of available online games will be reduced. The pincer movement sent shares in Tencent, now the largest video game company in the world, sliding 5% as investors fretted at the potential impact of moves to curb video game addiction in the country. Analysts fear that a tightening regulatory noose will further restrict Tencent’s ability to monetise, an area it was already Read full story › Source: The Drum...
Read MoreBy John Glenday The board of British multinational Whitbread have unanimously agreed to a £3.9bn takeover of its Costa Coffee subsidiary by Coca-Cola, as it prioritises growth at its Premier Inn brand in the UK and Germany. For its part, Coca-Cola is keen to broaden its beverage range from soft drinks to coffee having already introduced a range of Japanese alco-pops. Speaking to the BBC’s Today programme, Whitbread chief executive Alison Brittain said she expected Coca-Cola to put its new asset to work straight away by creating a new line in ‘ready to drink cold Read full story › Source: The Drum...
Read MoreBy Andrew Boulton Expect to be wrong. So very wrong There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely expected to field flying advice from a passenger on his way to a legendary stag do, even if his T-shirt does happen to say ‘Wingman’. In copywriting, there is no such luxury. For all your expertise and experience, your professional opinion is subject to challenge, disregard and even contempt. Admittedly, we work in a business where considering other views will never leave 250 holidaymakers bobbing unhappily about in the middle of the ocean. In fact, it can Read full story › Source: The Drum...
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