By The Drum Brands continue to invest heavily in above-the-line content, and television is still seen as the place brands want to be. Each week, in partnership with Kantar Media, The Drum looks at which brands have been investing the most in newly-launched creative on US national broadcast and cable TV. National TV spend ramped up heading into Black Friday weekend. During the week of 19 November, overall spend reached $1.6bn, and spend on new advertising jumped $356m, representing a 42% climb compared to last week. Apple led the spending charge, nearing a $26m price tag. Show me Read full story › Source: The Drum...
Read MoreBy Alexis Eyre There’s something in the air. No, it’s not love, nor Christmas cheer, or even the direct result of climate change*. It’s the aftermath of a month packed with launches good, bad and everything in between. *Remember, it’s a Chinese hoax. Waitrose rallies behind vegans, its magazine editor decides to kill them Having just relaunched as Waitrose & Partners, the retailer wasted no time muscling into hostile territory. In an attempt to topple Tesco’s meat-free monopoly, W&P launched the first range under its new ‘Partners’ banner: ‘Free From’. And it made sense. Although Tesco’s ‘Wicked Kitchen’ range caused Read full story › Source: The Drum...
Read MoreBy Jenny Stanley 1. Flaunt it, don’t sell it Millennials don’t want or need to be sold to. The youth of today has more options than the marketers of yesteryear have had hot dinners, and for the last twenty years have been bombarded with achingly outdated popups and adverts that have gone hand in hand with almost universal distrust in what is seen as corporate greed. “Enhances every user’s experience” should be our goal, today’s audience is too savvy for anything else. This is great news, as creativity and data together can get better results than ever by giving our users the best experience they Read full story › Source: The Drum...
Read MoreBy The Drum Welcome to The Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track. Below is Richard Carroll, one of those at the top of their field who work in the UK biz dev sector. Name: Richard Carroll Job Title: Business development director Agency: Equator Group What were your highlights of last year? Building strong relationships and creating fantastic opportunities with some great people and business. What has been your most memorable win – and Read full story › Source: The Drum...
Read MoreBy John Glenday Luggage brand Samsonite has appointed Wunderman Antwerp as creative lead for a new global campaign following a closed review of selected agencies. The WPP-owned company will re-imagine the travel bag, luggage and accessories brand in order to better connect with the millennial market, differentiating the firm from its competitors. Lotte De Vreese, general manager of Samsonite said: “Wunderman Antwerp will be a great partner for us to build Samsonite’s brand love, loyalty and value. We were impressed by Wunderman Antwerp and their deeply integrated expertise in strategy, creative, data and media.” Gio Canini, co-chief executive officer of Read full story › Source: The Drum...
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