By Shawn Lim Standard Chartered has launched a campaign to celebrate a decade of its partnership with Liverpool Football Club (LFC). The campaign by TBWA/Singapore features a soundtrack recorded by music producer and singer Astraea, with a unique rendition of LFC’s famous anthem ‘You’ll Never Walk Alone’. According to director Rollo Jackson, the campaign’s film pays homage to LFC‘s 700 million fans worldwide, capturing the feeling of hope, disappointment and euphoria Liverpool fans the world over has experienced. The film was shot in Liverpool and features local Liverpudlians, as well as capturing recognisable sights and sounds in and around the city, from the LFC player Read full story › Source: The Drum...
Read MoreBy James Patterson Pssst. Just between us, in-app advertising is one of the advertising industry’s best-kept secrets. Why? Well, as it stands, advertisers are inadvertently neglecting in-app in their planning. Despite the fact that consumer time spent on mobile exceeds that spent watching TV – with in-app making up 90% of time spent on mobile – in-app receives only a quarter of media spend. And when in-app does make the cut, a large proportion of spend goes only to the apps owned by the biggest players behind the walled gardens – despite just 35% of customer time being spent there. There’s Read full story › Source: The Drum...
Read MoreBy Shawn Lim The increasing rise of games as a service (GaaS) in eSports over the last couple of years, where game developers offer players pay-gated and on-demand content in games through microtransactions, has seen brands wondering how they can tap into this trend. This is because GaaS holds a lot of promise in terms of accessibility even in its infancy and brands that experiment with it may reap early rewards when working with gaming platforms or forming a partnership with network operators like Globe Telecom and Singtel. “As developers expand across multiple platforms it creates an opportunity for brands to Read full story › Source: The Drum...
Read MoreBy Tom Ollerton Interviewed in the latest installment of the Shiny New Object Podcast by Automated Creative’s Tom Ollerton is Fiona Spooner, global marketing director, B2C, at The Financial Times. Here are five things Ollerton found out as a result of the conversation. Pay your own money to experience your industry Spooner is fortunate in that The Financial Times (FT) has always funded tech for its team, so when I asked her what she’d spent her own money on that had benefited her work, it wasn’t obvious. She settled on something pretty insightful – subscription services. Whether that’s Ocado, Amazon Prime, Hello Fresh, Read full story › Source: The Drum...
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