By Charlotte McEleny Most brands would consider themselves to be building a company for the future, but businesses like Sustenir are building businesses that they hope will protect the future. The question is, does it require a different approach? It certainly requires a different frame of mind in terms of how the business is developed and run from a logistical standpoint, as Sustenir is creating consumer-facing food brands out of vertical farming technologies. Its products, such as ‘Kinky Kale’, can already be found in major supermarkets across Singapore but after appointing ad agency Iris, the brand wants to really break the mainstream. <p Read full story › Source: The Drum...
Read MoreBy Saurabh Parmar Humans thus Businesses value competence. It’s less likely you would hire a personal trainer who followed an unhealthy lifestyle or a lawyer who lost his own cases. But when it comes to our own industry of marketing/advertising, we may not be living by the same standards. Every year we make predictions, talk trends and recognize winners. We go to conferences to talk about the latest in the industry and gather knowledge from various sources. But how often do we evaluate, get out of our comfort zone and really take a long hard look at our own effectiveness at our core Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Lazada has rebranded for the first time in five years and launched a major campaign, which it hopes will humanise its brand around positive, life improvement messages. The rebrand and campaign focus on the insight that Lazada, as an e-commerce brand, betters lives by allowing people to follow their passions and access goods that can fuel their dreams. It ties into a wider vision from Lazada to “accelerate South East Asia progress through commerce and technology”. Speaking to The Drum, Lazada group chief marketing officer, Mary Zhou, says the brand wanted to be more in tune with the energy Read full story › Source: The Drum...
Read MoreBy John Glenday A survey of 1,417 business executives carried out by The Economist Group at the Cannes Lions Festival of Creativity has highlighted a disparity between expressed ideals and actions, with 78% believing that while many talk a good game they are failing to follow through with long-term initiatives that might make spoken desires a reality. This absence of follow-through comes despite the fact that close to half (48%) of all respondents felt that operating with social purpose conferred a competitive advantage over their peers, raising the prospect of a consumer backlash against companies where warm words haven’t translated Read full story › Source: The Drum...
Read MoreBy John Glenday Google is seeking to inspire, inform and enable a new generation of creatives with the release of a resource offering tips and tools for every stage of the creative process. CreatewithGoogle.com is a global hub offered in English, Spanish, Korean and Japanese which includes ‘best in class’ work, insider tips from across Google’s product suite and tools designed to propel ideas from pitch to production. These tools include Audience Connect, which tracks client engagement in relation to any video, providing real-time feedback on when audiences are listening and when they are zoned out. It also offers YouTube Mockup, Read full story › Source: The Drum...
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