Posts made in August, 2018

on Aug 3, 2018

By John Glenday Google marketers now have access to a lucrative new avenue for their mobile advertising after the internet giant struck an ad partnership with the Unity game developer platform. The once niche sector has grown to become a $50bn business in its own right, attracting interest from Google as it seeks out fresh revenue streams for its own burgeoning mobile advertising offer. The specifics of the agreement will allow Google’s AdMob customers to advertise directly on mobile games developed for Unity’s proprietary platform, reaching an audience which spends a cumulative 9 billion minutes every day engrossed in gaming. To full Read full story › Source: The Drum...

on Aug 3, 2018

By Rebecca Stewart Armed with a new global chief marketing officer in the form of ex-Bacardi and Unilever exec Caroline Hipperson, Holland & Barrett is putting transparency at the heart of its branding as it looks to cut through the noise in a world where wellness is facing a backlash. Last week, writer Taffy Brodesser-Akner took on Gwyneth Paltrow’s wellness platform Goop in a scathing New York Times piece, raising fresh questions about the meaning of the movement and the legitimacy of its gurus. Holland & Barrett is now facing the challenge of aligning itself with the more positive aspects of Read full story › Source: The Drum...

on Aug 3, 2018

By Charlotte McEleny We all know the stats by now – over 300 hours of video is uploaded to YouTube every minute – and while there are plenty of users to lap up the content, it’s a busy playing field for audience-hungry brands. As YouTube releases it’s latest results for its brand chart in Singapore, The Drum asked two of the brands on the top of the leaderboard about their strategies for success. Just taking a watch of both videos – McDonald’s 2018 Ramadan ad and Singapore’s Ministry of Communication and Information (MCI) edutainment series on misinformation and fake news Read full story › Source: The Drum...

on Aug 1, 2018

By Stephen Lepitak Shell has now confirmed its new agency roster for its Shell Retail and Shell Global Commercial (Lubricants) arms, as originally reported originally by The Drum last month. As expected the creative agencies include Doremus, Edelman, Geometry, H+K Strategies, Mirum, VCCP, VCCP Retail and Wunderman while MediaCom has been handed the global media planning and buying account. From 1 September, the roster will be tasked with enhancing the global brand and marketing voice under the project name ‘Agency of the Future’ which Carolyn McKeever, global head of downstream marketing communications described as “an ‘Approach for the Future’ for downstream.” She added: “Three Read full story › Source: The Drum...

on Aug 1, 2018

By Stephen Lepitak First Lady, the creative innovation agency based in Stockholm and backed by Mr President, is working with Greenpeace as one of its inaugural clients. Founded by Thea Hamrén and Emil Rydberg, it is also understood to be working with a fintech bank that is set to launch in the new year. Mr President, the much lauded London-agency has taken an equity stake in the business in order that it can produce Creative tech and innovation capabilities. The structure of First Lady will see it tap into a network specialist team across creative development, tech and design. Claire Hynes, chief executive Read full story › Source: The Drum...