By Stephen Lepitak As media businesses grow in scale with a number of huge mergers and acquisitions, including Time Warner and AT&T, the media landscape is changing. Here, Bill Koenigsberg, president, chief executive and founder of Horizon Media, answers our questions ahead of being named by The Ad Club of New York as one of its People of the Year. What are your predictions for mergers in the media business, and how will it affect businesses like your own? Other than more control in fewer players, consolidation should work in the favor of companies like Horizon. Greater ability for scale in reaching Read full story › Source: The Drum...
Read MoreBy John McCarthy Three UK’s new animated ad campaign features the graceful and dignified Giraffamingo (that’s a giraffe/flamingo hybrid). The brand’s current marketing strategy seems to be centred on splicing together various animal genomes, begging the question: are untampered animals enough to win over consumers anymore? Out there in ad land, there are creatives, all hopped up on caffeine (or something) hosting a brain-storming session. Their objective? To Frankenstein or Jurassic Park a new mixed-breed animal mascot that will wow audiences and make [insert product] fly off shelves. The session goes something like this. Harry: “I feel strongly about getting some sloth arms in Read full story › Source: The Drum...
Read MoreBy Kyle O'Brien Utilizing a space exploration metaphor to drive its point home, Impossible Foods’ mission is to venture into our world as an astronaut would on a new planet – with eyes wide open – but rather than search for alien life, in this case the mission is to find better, more sustainable ways to feed ourselves. Impossible Foods, creator of the plant-based Impossible Burger, has launched its first brand mission campaign to coincide with the release of its annual Sustainability Report. The campaign centers around a film called The Return, which tells the story of an astronaut returning to Earth and roaming Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Nothing beats a Londoner according to Nike. However, more than half of UK consumers living outwith the capital disagree, saying brands are too London-centric in their advertising. According to research from media agency UM, 56% of non-Londoners feel that the way they’re portrayed in ads just isn’t authentic. 57% said that the media and advertising industries were too focused on London. A further 48% believed people working in the sector didn’t understand them. UM interviewed 2,000 people, and in line with the demographic of the UK canvassed the opinion of 86% of people living outside the big smoke. 32% said they Read full story › Source: The Drum...
Read MoreBy Shawn Lim Singapore turns a year older this week, celebrating her 53rd birthday. There will be the usual National Day Parade, which is held annually, where the country shows off her military might and spectacular fireworks. It has been an eventful year for Singapore, with the historic Trump-Kim summit taking place in the little red dot. We take a look at the unique ways brands are celebrating ‘brand Singapore.’ Texas Chicken Singapore The Atlanta-based fast food company enlisted the help of Makcik Halijah and Auntie Bee Li to engage in a rap battle to find out who made the best sambal chilli. <div height="315px" Read full story › Source: The Drum...
Read More
Industry News