Aside from jokes about pub openings being like Christmas, Immediate Future’s latest research report reveals a spike in mentions of the season in the last three months. The topic has been trending with over 525,000 mentions, as the public has expressed nostalgia and reminiscence during lockdown. But the desire for ‘me-gifts’ has increased also as people have been looking at affordable luxuries under the pretext of early Christmas presents. Immediate future’s latest research report, called ‘HoHo Ho! Christmas is trending in July’, is based on Brandwatch’s analysis of social data collected across the last three months, plus Facebook and Pinterest insight. It Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Amid the sport shutdown, the Women’s Sport Trust found a space to tell the unique stories of athletes from a wide range of backgrounds and use community to drive change. Post-lockdown, it hopes a so-called ‘invisible summer’ for women’s tournaments won’t hinder the progress already made in unlocking the value of women’s games for fans and sponsors. In January, the Women’s Sport Trust (WST) launched ‘Unlocked’ – a campaign designed to amplify the achievements of women’s sport in the UK. The five-month-long initiative from the charity paired 40 elite athletes from 24 sports with leading figures from the world of Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher For many, the Covid-19 pandemic has put a new emphasis on the importance of community. For nonprofit Team Rubicon, this new focus has led it to reform both its marketing strategy and its core disciplines. Team Rubicon has worked closely with communities since its inception, serving mobilising veterans to continue their service by stepping into natural and humanitarian disaster zones in order to provide aid and support. As the project’s chief marketing officer, Lorey Zlotnick, told The Drum on a recent panel at the Can-Do festival, “we do everything from mucking out homes, to clearing debris, to making communities resilient. Read full story › Source: The Drum...
Read MoreBy Imogen Watson Despite efforts to clean up influencer marketing, it still polarises opinion as people struggle to distinguish fact from paid-for fiction. Beauty marketers are also divided, as we find out when we catch up with GHD, Ciaté and Cult. For decades, the beauty industry thought product demonstrations had to happen face-to-face, carried out by a rep on a department store floor or by sales people travelling door-to-door. Then came the influencer. Digital-first beauty brands saw the value in their lines being showcased online through beauty tutorials and product reviews that compelled fans to make purchases. Now, you’d be hard pushed to name Read full story › Source: The Drum...
Read MoreBy Kim Walker Once upon a time, client-agency evaluations were merely ‘nice to have’. But in recent years, structural changes in the industry have caused the evaluation process to become business critical. Apart from digitisation, and the fragmentation of the industry, one of the most fundamental changes to the marketing industry in recent years has been the increased involvement of marketing procurement professionals in negotiating these high-value contracts. They are used to using robust quantitative data to back up discretionary payments. Today’s marketers and their communications partners need an accurate and reliable basis more than ever on which to determine bonuses, some of Read full story › Source: The Drum...
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