By Ellen Ormesher The Ad Council has a long and storied history of using communications to tackle some of the US’s most pressing causes. From its inception in 1942 it has been responsible for some of the best-known advertising strap lines – from the Second World War defense campaign ‘Loose lips sink ships’, to ‘A mind is a terrible thing to waste,’ which promoted diversity in education. Lisa Sherman has been chief exec of the Ad Council since 2014, a role she calls “the best job on the planet” for its ability to galvanize the advertising industry on an array of important issues. At a Read full story › Source: The Drum...
Read MoreBy Danny Bluestone We all know websites that have so much content, they’re almost creaking from the weight of it. And tackling the problem of a content-heavy site can seem daunting – how do you know what content to keep? How can you structure it so your users can navigate it quickly and easily? The good news is, there’s a clear step-by-step content design process you can follow that, when combined with an agile approach and smart technology, can transform your content-heavy site to one that’s streamlined and effective. I’m going to walk you through this using our client, Sport England, as an example. Who are Read full story › Source: The Drum...
Read MoreBy Tom Jarvis As we spend more and more time on our phones, lockdown has seen an estimated 25% month-on-month increase in the time spent on Instagram and TikTok. It is estimated that over 1.5k pieces of content compete for your attention daily, and we are becoming increasingly bombarded by targeted advertising as brands infiltrate every part of our mobile experience. Nowhere is this more prevalent than on social channels. I should know as I run an agency that supports some of the world’s biggest brands and entertainment clients to advertise on social platforms and mobile devices. Our social space is no longer private Read full story › Source: The Drum...
Read MoreBy Imogen Watson An expert at ‘burning’ its rivals, whether it’s calling out Kanye West’s taste on Twitter or hiding a McDonald’s Big Mac in every Whopper ad in 2019, time and time again Burger King has proven it’s a lot more fun being the challenger brand. This year Burger King topped The Drum’s World Creative Rankings as the most awarded brand for 2019, ahead of The New York Times, Nike, Mars, and Ikea respectively. So what is the brand’s special sauce that helps it stack awards as easily as it stacks burgers? As one of the headliners of The Drum’s Read full story › Source: The Drum...
Read MoreBy Jenny Stanley We often ask ourselves what constitutes marketing’s panacea; its solution to all, something that makes your customers feel unique. Something that offers personalised experiences while delivering more bang for your buck in advertising campaigns; something that leads to new and unique products based on the data collected and then gives those products brand-strengthening authenticity. Well, there is no magic panacea of course – but there is connected packaging. Modern connected packaging will give consumers a look through the door into your shop; a look inside the delivery vans and the factory floor. Information such as where the product was made; where the Read full story › Source: The Drum...
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