By Mark Gardiner Trader Joe’s is a $10bn supermarket chain that doesn’t have an agency of record. What it does have is a cult of devoted fans that any brand would covet. Its success is a reminder that the best advertising in the world will land flat if a company’s customer experience doesn’t back up its brand promise. I’ve seen this firsthand. After 20 years in the advertising industry, I took a $12-an-hour job as a Trader Joe’s crew member. I wrote “Build a Brand Like Trader Joe’s” to explain how the company built one of America’s strongest brands without the expense of Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart In a year where online retailers like Asos faced their first investor jitters, digital pure player Made.com has just reported record results. In 2018, its revenue increased by 37% to £173m – £100m of which came from the UK. Chief executive Philippe Chainieux puts growth down to “digitally native” customers feeling more comfortable buying big-ticket items (like sofas) online. But internally there have also been some changes afoot, including the development of its in-house creative team. “The way we have organised the company is around vertical integration and the capacity to control everything from A to Z. “That’s also true on Read full story › Source: The Drum...
Read MoreBy Shawn Lim Australia and New Zealand Banking Group (ANZ Bank) is transforming street signs beyond inner-city Sydney to show its support for LGBTIQ+ inclusion. As 84% of LGBTIQ+ individuals in Australia believe there are still parts of country where they feel unsafe, the bank is turning Oxford Street signs across the country into Mardi Gras Festival sculptures. It hopes those living away from Oxford Street parade-route can feel the festival’s celebration of diversity and commitment to social equality. One challenge the bank found when planning for the campaign was that it realized there are Oxford Streets all over Australia (123 to be exact), Read full story › Source: The Drum...
Read MoreBy Shawn Lim Apple has launched a new campaign in Japan that turns the spotlight on the inspiring real-life creative efforts of college students. The campaign, called “Behind the Mac” and created by TBWAMedia Arts Lab, is timed to coincide with Japanese students going back to school after the winter break, the series of films were specifically created to inspire Japanese students to see the endless possibilities in their creativity. The films spotlight the creative accomplishments of Fuma Higashide, a creator developing easy-to-use robotics available to everyone regardless of any disabilities and Shoko Ryuzaki, an entrepreneur who created a series of “social hotels” Read full story › Source: The Drum...
Read MoreBy Shawn Lim 72andSunny Singapore has formed a partnership with LaSalle College of the Arts to diversify the learnings and opportunities for both students and the team at 72andSunny. The creative agency hopes to expand the contemporary arts and design institution’s creative class and desire to nurture enterprising and employable graduates who will become cultural influencers and leaders. The partnership will also see a number of LaSalle graduates be offered an internship at 72andSunny, working on client briefs and projects over three months. At the end of the programme, one student will be offered a contract by the Singapore office. Students will also be Read full story › Source: The Drum...
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