By Darren Jacobs Are your digital campaigns truly data-led? Or are they kind-of-data-led with very little consultation of the numbers going on below the surface? (It’s ok, I won’t tell.) In this digital era, the speed and variety of data accessible to businesses can feel more than a little overwhelming. Impressions! Engagement! Relevancy! There’s just so much to measure, it can be tricky to make sure you’re tracking the right things, without spending your whole life analysing numbers. We all know using data to decide strategy & drive campaigns is a no-brainer. So why then do so many companies leave Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Nissin Brazil is borrowing from classic Japanese cinema styles in its latest ad that sees a Godzilla-like ex-TV star ‘monster’ that has moved from Japan to Brazil in search of a new job. In recognition of the popularity of the Japanese brand’s instant noodles in the South American country, the storyline sees the monster becoming a businessman after he spots the opportunity to become the salesman for the brand in Brazil. The three videos are themed around three lessons that he has learnt in moving to the new country and starting this new career path. The first video explores Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny By its very nature, tourism brands are a funnel to local products and services and aren’t often selling products themselves. With consumer journeys becoming easier to track, the role of tourism brands is moving front and centre, instead of being the middle man. For Brent Hill, executive director of marketing, South Australian Tourism Commission, data has helped connect and track the ROI of tourism marketing, while also create new creative opportunities by unearthing interesting new insights. In terms of ROI, Hill says tourism marketing was more like guesswork before the impact of activity became easier to track. “We don’t Read full story › Source: The Drum...
Read MoreBy John Glenday Marks & Spencer’s clothing home and beauty business could find itself rudderless amid reports that its head, heralded as a saviour of the ailing division upon her appointment in May 2017, could be about to quit. Reports on Sky suggest that Jill McDonald is considering her position, threatening to throw the division into fresh turmoil as it seeks to turn the ailing unit around but neither McDonald nor M&S itself will comment publicly. McDonald’s possible departure spells a further headache for chief executive Steve Rowe who had hand-picked the former fast-food marketer to head up its own non-food Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Reed Krakoff is the designer and creative credited with making Coach cool again. Now he’s working his magic at Tiffany’s as its first chief artistic officer. Faced with challenge of making the blue-hued jeweller relevant for the Instagram generation, while protecting its rich heritage, he’s experimenting with fresh ways to showcase and market the “effortless luxury” he believes it embodies. “That’s the best way to describe the Tiffany brand because it has the intrinsic commitment to traditional luxury values,” he explains, “but at the same time it’s much more understated and much more what I see as an American take in Read full story › Source: The Drum...
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