Posts made in April, 2020

on Apr 30, 2020

By Olivia Atkins The pandemic has undoubtedly shifted consumer and marketer behavior, but does advertising still have an obligation to change the world for the better? Speaking to The Drum during the Digital Transformation Festival, creatives from Adobe, VML Y&R and Publicis•Poke looked at how brands have responded to the crisis, and the role of creativity and brand purpose. Can brands really do marketing for good? Coronavirus has interfered with marketing plans and messages, resulting in brands having to work out appropriate ways to respond. “A lot of brands have been very reactive,” says Publicis•Poke art director, Edie Crosland-Wood. She applauds the fashion Read full story › Source: The Drum...

on Apr 30, 2020

By Danielle Gibson Daughters of the Evolution, Beats By Dre, Terra Chips, Samsung and Old Navy are among the brands who have won at The Drum Marketing Awards USA 2020. Designed to honour the agencies, publishers, brands and platforms showing excellence and innovation, these awards bring together some of the biggest names in modern marketing. The current Covid-19 situation means that The Drum won’t be hosting the usual celebration dinners to announce our winners. Instead, this year we’re sharing the exciting news in a variety of ways via our digital channels with all our nominees and winners. Goodby Silverstein & Partners and Daughters of the Read full story › Source: The Drum...

on Apr 30, 2020

By Dominic Cook It’s remarkable how quickly a ‘new normal’ can embed itself in our culture and in our lives. Humans are clearly very adaptable, as within little over a month we’ve dramatically changed the way we live and, largely, settled into it. But the deluge of depressing and tragic news is one thing we all struggle to get accustomed to, and this new research from Twitter suggests that many people want other content to consume, content that for a moment allows us to forget about the fear and uncertainty of the global coronavirus pandemic and instead explores the mundane, nice things Read full story › Source: The Drum...

on Apr 30, 2020

By John McCarthy Bauer Media has assembled a pandemic ‘tone’ consultancy called Bauer Adventure from its content, creative and commercial professionals to help brands decide how to market themselves during the pandemic. The ongoing public health crisis and lockdown has rewritten the rulebook on business set-ups, marketing objectives, media channels and even the creative. As marketing budgets tighten across the board, media owners are moving to help remove the friction from buying and advise on tone and appropriate messaging for a locked-down audience. The agile consultancy has been created in response to industry furloughs, reduced budgets and stymied production capabilities at home. Read full story › Source: The Drum...

on Apr 30, 2020

By Rebecca Stewart With publishers braced for an intense revenue squeeze in the next calendar year, industry trade bodies and governments are now wading into the keyword blocking debate in a bid to ensure the survival of the news industry. 2020 has seen a shift in tone in the conversations marketers are having with their media agencies about ad misplacement. Over the last 12 months, the debate has evolved from brand safety fears on YouTube and Facebook to questions about whether premium publishers are brand-suitable. Following YouTube’s infamous ‘brands funding terror’ scandal of 2017, advertisers flocked in their droves to enlist automated tech to stop Read full story › Source: The Drum...