By Andrew Blustein Right now, some of America’s most intense college football fans are living atop a billboard in downtown San Jose, California. As part of its ‘Who’s In’ campaign, ESPN invited four fans to spend up to 12 days on the billboard promoting this season’s College Football Playoffs. The fans ascended the 45ft tall billboard on 27 December, two days ahead of both semifinal matchups. The fans of the losing teams have since departed, while the fans of the winning teams will remain until the championship game on 7 January. “ESPN wouldn’t be where we are without our fans. This billboard celebrates the Read full story › Source: The Drum...
Read MoreBy John McCarthy Greggs’ marketing team has acknowledged that the launch of its divisive vegan sausage roll has tapped into a very British “cultural moment” after setting social media alight and igniting the ire of Piers Morgan. On Thursday (3 January), as steak pie leftovers were still wafting through households across the nation, the UK bakery chain introduced a meat-free menu pastry option, the vegan sausage roll, in the style of a faux-Apple product launch. The work snowballed into something more significant than a product launch and sparked, rather than rode, the vegan debate for several days, gaining substantial coverage in the UK press. Neil Read full story › Source: The Drum...
Read MoreBy Phil Ahad Over the past couple of decades, technology has evolved exponentially, both in capabilities and the speed at which new products are brought to market. From smart speakers and voice assistants to smartphones with facial recognition, these emerging technologies are becoming more and more common. In our on-demand economy, companies are under pressure to innovate and develop new products that will ultimately become a part of our everyday lives. Marketers too must gather insights on consumer demand to deliver the most relevant and personalized experiences to individual consumers. New technology is playing a major role in the potential for brands Read full story › Source: The Drum...
Read MoreBy Lotte Jeffs Lotte Jeffs, the former deputy editor of Elle, joined the advertising industry when she was hired as a creative director almost a year ago. Yet she experienced an unexpected amount of vitriol online from an industry she had hoped would embrace change. The worst thing I could have done when I joined the advertising industry from a career as a magazine editor and journalist at the beginning of last year was bullshit. From the very start I have been entirely honest about where my skills, experience and particular breed of creativity will intersect with an agency’s and where they won’t. Read full story › Source: The Drum...
Read MoreBy The Drum Reporters In the latest installment of our New Year Honors series, we relive some of the biggest shock stories of 2018, from Sorrell standing down to viral publishing’s ‘Ladministration’, and reflect on some of the year’s best quotes. Shocks Comcast conquers Sky In 2018, US media behemoth Comcast succeeded in an airborne invasion of the British Isles as it emerged victorious from a multi-sided bidding war for pay-TV company Sky. For much of the last decade Britain’s biggest pay-TV provider has been at the center of the ambitions of media mogul Rupert Murdoch, with the tabloid magnate’s efforts to acquire a majority stake Read full story › Source: The Drum...
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