By Charlotte McEleny Hendrick’s Gin concluded its unusual Valentine’s Day campaign in which it offered the love-struck gin lovers of Singapore a chance to buy cucumber-themed gifts. The campaign, by Iris Singapore and titled ‘A Most Unusual Valentine’s’, ran for the weeks leading up to the day, largely through social, digital and PR, ultimately leading people to a special e-commerce site on Lazada where people could buy the gifts. The gifts included several styles of flower bouquets that included cucumbers as the main decorative piece. According to the announcement, these ranged from “The Solo – a proud one-cucumber bouquet, to Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Marks and Spencer is launching its first India-specific marketing campaign this week, despite the country being the second largest market for the brand. The campaign’s aim is to translate M&S’s core values, while tying in local insights and messaging that will speak to the target audience locally. The ‘Rethink’ message is about convincing shoppers to be a bit bolder in choices for everyday fashion, including workwear, and is shot in a ‘street-style’ photography aesthetic. Ira Dubinsky, head of international marketing at Marks & Spencer, spoke to The Drum about the reasoning for this angle and what is Read full story › Source: The Drum...
Read MoreBy Jennifer Faull From a blockade to World Cup controversy, Qatar Airways has faced numerous challenges in a fierce political climate. The brand’s top marketer tells The Drum how she’s survived the lows and is paving the way for new highs. Qatar Airways chief marketing officer would be the first to admit that the past two years have been tumultuous, to put it mildly, for the company. Between navigating a blockade from neighboring countries to laying the groundwork for a World Cup campaign in the face of bribery allegations, Salam al-Shawa has faced her most challenging moments with the company. The marketer first joined Doha-based Read full story › Source: The Drum...
Read MoreBy Michelle Snodgrass Whether it’s a new match on Bumble or a couple celebrating their 20th wedding anniversary, the geographic boundaries and barriers that we used to see as an obstacle to being in a relationship are disappearing. If you think about it, just a few years back the idea of a couple sharing an intimate dinner thousands of miles apart from each other would have seemed absurd. Today, with a calendar invite, a mutual order from Doordash (in two different cities), and two screens, it’s now a reality. And that’s just one example of how the idea of a relationship has Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Whalar, a content and creative platform, has launched in the Asia Pacific and opened an office in Singapore as it eyes growth across the region. The business has named former chief executive officer of Axiata Digital venture, Ada, Matt Sutton as its APAC chief executive officer. He is charged with building Whalar’s APAC operations. Co-founder and chief executive officer Neil Waller said, “We couldn’t be more excited to open our first physical presence in APAC in the powerhouse that is Singapore. APAC has always been a massively important market for us and it’s no surprise with it having 57% Read full story › Source: The Drum...
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