By Tom Goodwin The creative process in advertising on a good day seems sufficiently magical and mysterious that it’s hard to understand. The more scrutiny you place on it, the more it seems rather inefficient, nebulous, chaotic and random. At times when we think AI may do a better job when we think data trumps creativity when we think the message and the medium can be assessed separately, it’s time to work harder to understand what’s going on. To my mind, our collective need to connect with people and garner attention is like making and writing music. If we as an industry are Read full story › Source: The Drum...
Read MoreBy Carl Jones Various advertisements are designed to be banned so that the resulting earned media gets the ad more eyeballs than if it ran without the ban. The recent Iceland Christmas orangutan TV ad is the latest in a string of advertisements that have been banned in the UK. The advertisement was created originally by Greenpeace and selected by Iceland because they knew it would be banned for being considered as ‘political’. This is a common Public Relations and advertising technique called ‘controversial marketing’. The objective is to cause a scandal in the press that generates public interest in the campaign, Read full story › Source: The Drum...
Read MoreBy Shawn Lim Australian research companies Fiftyfive5 and GalKal have merged to form a new consulting business. The combined business will have offices in Sydney, Melbourne, Auckland, and Singapore and serve around 130 clients across 40 countries. The current leadership of both companies will continue to drive the new combined entity. According to the announcement, the merger will be implemented in stages over the next year with the hope of causing as little disruption to clients as possible. Both companies believe their merger will offer current and new clients customer insights across a broader geographic reach. “We are really excited about the opportunities the merger Read full story › Source: The Drum...
Read MoreBy John McCarthy TBWAmobile has announced its first expansion beyond its Amsterdam roots, setting up shop in the UK at TWBALondon’s headquarters. The mobile agency opens in the UK immediately to service new TBWA client Adidas, adding to TBWAmobile’s existing roster of McDonald’s, Vodafone and Rituals. It brings to the market a deep specialist knowledge of mobile and e-commerce, more specifically offering “loyalty programs, e-commerce solutions, social campaigns and digital innovation”. Nishant Dogra, chief executive and founder of TBWAmobile, said: “We live in an era defined by mobile. Every day, we spend over four hours on our phones and check [them] up to 400 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 Kellie Sharp, one of those at the top of their field who work in the UK biz dev sector. Name: Kellie Sharp Job Title: director, business development Agency: Amazed (now AmazeRealise) What were your highlights of last year? On a personal level; I won one of my largest accounts (£2m) continuing to drive new business internationally; I developed Read full story › Source: The Drum...
Read More
Industry News