By Sonoo Singh Advertisers, agencies, media owners and tech platforms are all moving towards shorter ad formats. Of course, a big idea should fit in any length. But can it ever really stick given only a few seconds? Creatively, can it reach a level of poignancy and human connection? Can the six-second format really represent the immediate, urgent future of advertising? The first TV ad was nine seconds long. The 1941 spot for Bulova watches featured a clock, a map of the US and a voiceover claiming ‘America runs on Bulova time’. But is America, and the rest of the world for that matter, Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Angela Maurer has left her role as head of Tesco Labs, ending her 18-year career with the supermarket. Since its inception, Maurer has helped steer the Tesco’s technology research and development arm. She was promoted from to head of innovation to head of labs in 2014. The Drum understands she will now join real estate firm Land Sec as group head of innovation. As of yet, Tesco hasn’t lined up anyone to replace the exec however it is currently advertising for the same position with a focus on retail product and technology innovation. As well as being tasked with creating Read full story › Source: The Drum...
Read MoreBy Taruka Srivastav India is expected to become the world’s third-largest consumer economy, reaching US$ 400 bn in consumption by 2025, according to a study by Boston Consulting Group. Revenue in the fashion segment is expected to show an annual growth rate (CAGR 2018-2022) of 24.2%, resulting in a market volume of US$18,732 m by 2022. To exploit the opportunity, fashion retail brand Lifestyle is focusing on deconstruction of fashion and beauty trends to attract consumers, says Srinivasa Rao, senior vice president, marketing of fashion brand Lifestyle International. He further highlights the brand’s marketing strategy: “Lifestyle, as a brand, has been consistently growing with a CAGR Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak On the evening of April 14 two statements were released, one by WPP and the other by its talisman, Sir Martin Sorrell, both explaining the surprise decision that he had chosen to stand down as chief executive. The statement from WPP also revealed that for an interim period, Mark Read, then the global chief executive of Wunderman, and Andrew Scott, WPP’s corporate development director and chief operating officer, Europe, would act as joint chief operating officers while a successor was sought. Sorrell has previously stated to me his belief that the pair should be Read full story › Source: The Drum...
Read MoreBy Katie Deighton Welcome to The Drum Creative Works, supported by Workfront. As always, this section is dedicated to showing the best creative work of the past week from Europe, the Middle East and Africa. We’re using our five-star voting system, so to vote for your favourite, make sure you click on the stars. For project information, credits and more click on the project to expand to full screen. You can submit your own work via our online form. For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative. <div contenteditable="false" entity-bundle="creative_showcase" entity-id="22021" entity-type="news_components" select="Creative Read full story › Source: The Drum...
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