By Jennifer Faull After four years of flat or declining sales in Singapore, McDonald’s embarked on a brand overhaul to put it back on a positive trajectory. As it celebrates its 40th anniversary in the region this year, The Drum catches up with the senior director of marketing, menu and innovation Agatha Yap. Yap has witnessed many phases of McDonald’s evolution in Singapore, from its growth spurt when the government opened the doors to foreign investment (resulting in a population boom) to the competition it faced with the explosion of shopping malls and more fast food available at the click of a button. Five Read full story › Source: The Drum...
Read MoreBy Taruka Srivastav Scent marketing brand ScentAir has opened a new office in Tokyo to expand its operations into the Japanese market. ScentAir has further acquired the fragrance marketing division of Reliance, its long term distributor Reliance. According to the company statement, the arrival of ScentAir in Tokyo will accelerate the growth of the organization. Brian Edwards, chief revenue officer of ScentAir said: “As ScentAir continues to expand, our ever-growing global reach will empower more businesses to harness the power of human connection through scent. We’re looking forward to collaborating with Japanese brands and bringing them the best of the scent marketing industry.” The 20-year old Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Marks & Spencer (M&S) has unveiled its first work from newly-appointed indie agency ODD with the launch of a style-led campaign designed to take its womenswear offering in an “optimistic new direction”. Running across digital, social, OOH and print, the brand’s Autumn womenswear push features long-running ambassador Hollly Willoughby as well as some new faces, including Line of Duty star Vicky McClure, influencer Clemmie Hooper and model Ariish Wol. The campaign showcases what M&S has described as “key shapes for the new season” including an oversized aviator jacket and printed midi dress; alongside “hard-working basics” like denim and layering. Read full story › Source: The Drum...
Read MoreBy Katie Deighton The sneaker box’s elevation into a form of art, branding and eye-catching marketing was the subject of the Paper and Packaging Board’s recent pop-up museum in New York. Curated by Matt Halfhil, the founder of sneaker blog Nice Kicks, the space encouraged visitors to view the shoebox – in all of its configurations – as more than just a cardboard container. “We designed the Shoebox Museum experience to spotlight a piece of sneaker culture that has been reimagined many times over, but never gotten the credit it deserves,” says Halfhil, who tapped into his own personal collection to line the walls Read full story › Source: The Drum...
Read MoreBy John Glenday Burger King is seeking to win over a majority of French fast food fans with the launch of its Democratic Burger, a 2€ burger of the week chosen by a public vote from a range of eight best sellers. Created by Buzzman to reflect the political turmoil in Europe, the populist campaign will see staples such as the Big King, Chicken Tendercrisp and Big Fish, go head-to-head in a play for public affections with the winner decided by voting via the Burger King app. In a statement, the agency wrote: “ 2 September is a founder day for Read full story › Source: The Drum...
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