By Kyle O'Brien Heat has been selected as the agency of record for the Denizen from Levi’s brand, and to celebrate the partnership the agency has launched the brand’s first-ever global campaign. The campaign, ‘Change It Up,’ was created to elevate the Denizen brand’s visibility with its primary audience worldwide. To do this, Heat tapped into the themes of optimism and connection, two values that Denizen found resonate with their primary buyers. The campaign is designed to help the Challenger brand from Levi Strauss & Co. stand out in the fashion and apparel category. Instead of employing traditional, linear storytelling, Heat wrote the Read full story › Source: The Drum...
Read MoreBy John Glenday Computer software giant Adobe has confirmed it is to resource a buy out of marketing software firm Marketo to the tune of $4.75bn, a sign of its growing commitment to cloud-based digital marketing. Best known for its popular graphic design software such as Adobe Photoshop and Adobe Acrobat the firm is now in process of reorienting itself toward the rapidly expanding cloud computing sector, where it faces stiff competition from the likes of Microsoft, Oracle and Salesforce. In alighting on Marketo Adobe was drawn to its homegrown business-to-business marketing applications Read full story › Source: The Drum...
Read MoreBy John Glenday Amazon has unleashed an array of new products which look set to influence its data capture and advertising offer, after raising the curtain on everything from new Echo speakers to a wall clock and, oddly, a microwave. Just stopping short of a new kitchen sink range, the online retailer is going big on hardware as a showcase for the burgeoning talents of its Alexa voice recognition system, whose talents have mushroomed since a basic system was first revealed in 2014. Updated speakers include the new Echo Dot, which Amazon claims is 70% louder than Read full story › Source: The Drum...
Read MoreBy Sam Bradley We ask the industry, including members of Cannes Lions 2018’s health and wellness jury, about the creative health of healthcare, and which countries are leading the way. Tom Richards, chief creative officer, Havas Lynx Creatively, it’s such an exciting time to work in healthcare. Perceptions of healthcare advertising are changing, communication channels are changing and creativity is being pushed further and further all the time. I’ve noticed a massive renaissance in craft – photography, illustration, CGI, direction, writing, cinematography. It’s fantastic to see how high production values are right now. And it’s easy to see why there has been such a shift Read full story › Source: The Drum...
Read MoreThe revival of Jim Beam: how the equality marketing movement by StrawberryFrog saved an American icon
By Scott Goodson It’s sometimes easy to forget that much of the marketing industry in concerned not just with launching new products and brands, but rather is focused on ensuring the continuing relevance and survival of brands that have already been with us a long time. When the Kentucky bourbon whiskey brand Jim Beam first approached StrawberryFrog, it had suffered from years of declining sales and was trailing far behind its main competitor, Jack Daniels. Jim Beam had picked up the reputation of a cheap ‘party fuel’ and, as a result, had grown increasingly irrelevant to millennials. The Read full story › Source: The Drum...
Read More
Industry News