By Katie Deighton Hulu is looking to grow its advertiser base beyond the corporates by attracting newer, direct-to-consumer brands with an expanding in-house studio. The OTT TV service has already instated a creative studio to support brands advertising on the platform, which offers US viewers both an ad supported and a more expensive ad free package. Now, the company’s senior vice president of advertising, Peter Naylor, wants to take that capability and “really blow it out”. “We want to nurture and grow that [creative studio offering],” he told The Drum. The SVP sees strong revenue potential from the growing D2C market – digitally native Read full story › Source: The Drum...
Read MoreBy John Glenday In cities around the world, the drone of jackhammers is being met with the clacking of keyboards and the hum of computers tasked with building a new generation of metropolises, built from silicon rather than concrete. A new breed of brash and flash utopias from Masdar to Songdo is already emerging across the Far and Middle East, fueled by petrodollars and double-digit growth rates. However, the rather more prosaic retrofitting of sensors and fiber broadband in places such Bristol and Glasgow offers a more illuminating – if less immediately obvious – view of our future. Can these sci-fi visions deliver Read full story › Source: The Drum...
Read MoreBy Shawn Lim Publicis Groupe has clinched a significant win in Asia Pacific after winning the whole of government (WOG) tender and being appointed as the Singapore government’s master media agency (MMA). Beating out 26 other agencies and other holding companies, the French holding company will now handle the media buying through a consortium, for all of Singapore government’s ministries, statutory boards, departments, organs of state, worth SGD $80 million. The consortium, called ‘Gov@Publicis Media’, will consist of Starcom Worldwide, Zenith, Performics and Publicis Media Practices. This is the first time the Singapore government has awarded a WOG tender and Read full story › Source: The Drum...
Read MoreBy Shawn Lim The creation of Publicis Emil by Publicis Groupe at Daimler AG, the manufacturer of Mercedes-Benz, is being touted as the new agency model for legacy businesses undergoing digital transformation to find a compromise between in-housing and maintaining relationships with agencies. Fellow car business Renault has followed a similar model, merging both its media and creative agencies (Omnicom’s OMD and Publicis respectively) to bring the bulk of its ad business in-house, which it hopes will enhance effectiveness and transparency and reduce wastage of its media spend. However, a dedicated agency model does not always succeed. An example Read full story › Source: The Drum...
Read MoreBy John McCarthy Comic books were once as radioactive as the spider that nips Peter Parker. But mainstream audiences are no longer fearful of the cultural stigma surrounding superheroes – and, just like Parker’s Spider-Man, brands have learned that with great power comes great revenue. Today, no media conglomerate would dare be caught dead without a stable of superheroes. Disney owns Marvel Studios, Warner Bros has DC Films, Netflix has Millarworld and Amazon Prime Video has relationships with Chris Kirkland of The Walking Dead. But it wasn’t always this way and only after a decade of superhero success has Read full story › Source: The Drum...
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