By John Glenday Guinness is embracing contemporary trends toward minimalism for a responsible drinking campaign timed to coincide with the launch of the 2019 Six Nations rugby championship on Friday in Paris. As title sponsor of the event Guinness has brought former internationals Brian O’Driscoll and Lawrence Dallaglio back together in a bar to film them supping from a glass of Guinness Clear – literally a glass of rebranded tap water. Intended to encourage supporters to swap out their beers for a refreshing glass of water every once in support of moderate drinking the advertisement seeks to dispel social Read full story › Source: The Drum...
Read MoreBy Ian Burrell The Economist is taking a series of steps to bring more emotion to its brand after research revealed that it was seen as lacking in humanity and accessibility. In a concerted response, the 175-year-old business and cultural institution is expanding its activities in filmmaking, launching new podcasts and using young actors as brand ambassadors to sell subscriptions in stations and shopping malls. It is also introducing more graphics and illustration to its famous weekly ‘newspaper’ (as the magazine is known internally). This month, The Economist produced its first branded television campaign in a decade and gave it a decidedly human interest Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak When The Sun scrapped its paywall to chase scale in 2015 it literally lost sight of who its online readers were. So, in a bid to offset the fact it could no longer use that data to target audiences with pinpoint precision it has spent the last six months building its own in-house media agency – a move that’s paying off. So far, this team has engineered its own martech stak and data management platform (DMP) working with the likes of Google to ensure a more targeted approach to digital advertising. Over the past six months, Read full story › Source: The Drum...
Read MoreBy Danielle Gibson The high street faced a tough time in 2018 with well-known brands and businesses shutting down stores or closing up shop. All this before the advent of Cyberville. What does the future hold for retail? The Drum spoke to Williams Lea Tag (WLT) group chief executive officer, David Kassler about the changing face of retail. What top trends will make the future of retail more personalized and accessible to shoppers? We need to understand how shoppers want to explore, learn and buy. By facilitating that, you can provide a seamless combination of awareness, communication, understanding, purchase, delivery, and repeat. Take a look Read full story › Source: The Drum...
Read MoreBy Katy Howell With a wry smile, a talented marketing director turned to me and said, “you never see old marketers or baby pigeons”. In one sardonic phrase, she summed up our conversation about the ageism in our industry. We’d actually been chatting about our collective experiences. The circuitous career paths we’d taken and the times we had lived through while learning our craft. We talked about how wiser heads with real-world understanding, are not often seen – especially in adland. A place where oldies can only be found squatting on boards distant from those executing client work. According to the IPA, its member Read full story › Source: The Drum...
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