By Danielle Gibson At a time when every agency-client relationship is under increasing scrutiny, how do you forge a creative relationship? Or how do you foster a relationship that helps create work that pushes boundaries, develops long term brand value and also sells products along the way? River Island and its agency Studio Blvd talked at the Pitch Perfect conference about “being in the trenches together” and how they created the most recent campaign that dials up diversity in the ‘Labels are for Clothes’ campaign. During a panel session, River Island customer director Josie Cartridge and Read full story › Source: The Drum...
Read MoreBy John Glenday Bodyform has dedicated its latest campaign to an educational drive designed to confront period shaming in today’s society following the publication of a YouGov survey showing that 350,000 girls in the UK had skipped school due to their period. Fear Going to School Less seeks to remove the embarrassment and shame felt by many by interviewing a group of schoolgirls to establish their views on what can be done to counter the emotional and economic root causes of the problem. Drawing from this feedback Bodyform will launch a pilot programme early next year in partnership with British schools in which the Read full story › Source: The Drum...
Read MoreBy John Glenday Dutch brewing giant Heineken has teamed up with Publicis Italy to offer drinkers a light-hearted twist on commonly held beliefs with its latest brand campaign, ‘World’s Most Unmissable Moments’. The integrated campaign has been created to coincide with Heineken’s sponsorship of the UEFA Champions League and will dovetail with a digital campaign element conceived by POKE London to provide additional creative content by dramatizing the commercial for online consumption. In a statement the brewer wrote: “Heineken believes that when you choose to take a fresh perspective, you will enjoy life more. The new Heineken® Read full story › Source: The Drum...
Read MoreBy John Glenday The Honest Company, a personal care products purveyor which prides itself on ethical consumerism, has turned to the Dentsu Aegis Network to fill its vacancy for a new chief marketing officer with the appointment of Shannon Pruitt. Pruitt served as president of Dentsu’s content agency The Story Lab in her prior role, accumulating a wealth of experience in the realms of integrated, omni-channel marketing, brand-building and brand story creation. These skills are highly prized by Pruitt’s new bosses, who include co-founders Jessica Alba and Chris Gavigan, as they seek to improve their brand marketing, Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Mastercard has signed a deal with Riot games to be the first global sponsor of League of Legends, one of the most popular eSports. The main part of the sponsorship with Mastercard create ‘Priceless experiences’ at three of the eSports major annual events, the Mid-Season Invitational, the All-Star Event, and the pinnacle of all eSports events, the World Championship, as well as online. Raja Rajamannar, chief marketing and communications officer, Mastercard, said: “Esports is a phenomenon that continues to grow in popularity, with fans that can rival those at any major sporting event in their enthusiasm and energy. Our Read full story › Source: The Drum...
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