Posts made in May, 2020

on May 15, 2020

By Rebecca Stewart Two global reports have surfaced in the past week indicating a desperate need for the advertising and media industries to work together to rebuild public trust. But amid an enormous public health crisis, can consumers’ concerns be remedied? Earlier this week, Kantar’s Dimension study revealed a brewing mistrust among consumers towards both advertisers and social media platforms. The report surveyed 8,000 people in eight markets, including the US, UK and China, which have a combined total ad spend of $400bn. It found advertising to be the least likely source people would use to garner information about a business, with just 14% saying Read full story › Source: The Drum...

on May 15, 2020

By Jeff Tan Dentsu Aegis Network’s Jeff Tan finds mid-pandemic inspiration in Apple‘s 1997 classic. One of my favorite marketing campaigns of all time is ‘Think Different’ from Apple in 1997. The centerpiece was a masterful TV ad called ‘Here’s to the Crazy Ones‘. As I reflect upon today and ponder what our world will be like post-pandemic, the ‘Think Different’ sentiment rings truer than ever. It perfectly captures the mindset of innovation at the personal, individual level. At the end of my talks and workshops, I regularly play this video; I see it as a call to Read full story › Source: The Drum...

on May 14, 2020

By Charlotte McEleny Procter & Gamble and Shopee have come together to scale-up the FMCG giant’s ‘Show Me My Home‘ concept with the aim of making digital transactions more tangible for shoppers. An idea originally masterminded for the physical store experience, ‘Show Me My Home’ has been taken online via Shopee’s e-commerce platform. The website takes shoppers through a P&G product shopping experience, categorizing products by rooms of the house. Kim Dong Hyun, regional director, e-commerce for APAC Middle East and Africa at P&G says the concept originated from insights into the way people think and act when they are shopping. “This campaign is Read full story › Source: The Drum...

on May 14, 2020

By Alexandra Porritt After Covid-19 was confirmed as a pandemic in the UK on 11 March, the government quickly implemented strict measures to slow the spread of the disease. By 23 March all leisure and hospitality venues had been told to close down. This included all restaurants and cafes, pubs and bars, cinemas, theatres and galleries, museums, casinos, hotels and gyms and leisure facilities, and gradually we saw the UK’s festivals, gigs and sporting events get postponed or cancelled too. The introduction of social distancing and the lockdown saw workplaces and schools close, bringing about an abrupt change to the way we’ve previously been Read full story › Source: The Drum...

on May 14, 2020

By John McCarthy Events and awards are migrating to virtual platforms to recoup lost expenses, salvage programming, maintain audiences and retain brand visibility – provoking a lot of adaptation in a short space of time. Piers Latimer, managing director of Reuters Events, shared what he learned from launching its first virtual conference last month with just four weeks’ notice. In October 2019, Thomson Reuters acquired FC Business Intelligence (FCBI), a global business-to-business events specialist, and immediately rebranded as Reuters Events. The goal was to meld Reuters’ vast scale and global trust with FCBI’s expertise in industry events. Several months later Covid-19 shuttered physical gatherings Read full story › Source: The Drum...