Posts made in July, 2020

on Jul 22, 2020

By Thomas Hobbs With the global pandemic redefining both how consumers live and work, marketers will need to fine-tune their messaging, timing and delivery. In fact, times of uncertainty are when brands need to communicate with their audience who are in dire need of information and guidance, the most. So how should marketers respond to the pandemic, and how can they prepare for the future? The Drum, in partnership with Braze, invited marketers on a panel titled The New Agenda to discuss the different marketing strategies to prioritise when nothing is business as usual. Hosted by The Drum’s editor Gordon Young, the Read full story › Source: The Drum...

on Jul 22, 2020

By Susan Hallam MBE We are all still in the throes of the pandemic and there is no real end in sight. In this ever evolving, ever changing marketing landscape, there is no certainty as to what our new future is going settle down to look like. But we certainly do know one thing: our customer behaviours, needs and expectations won’t be going back to what they were before the pandemic. Where we are heading toward is our next normal. And as marketers, we need to be testing new ideas, making dramatic changes and investing in transformational campaigns. Most importantly, we need to be creating an Read full story › Source: The Drum...

on Jul 21, 2020

By Rebecca Stewart Having slammed the brakes on advertising in the second quarter of the year, Coca-Cola says it has been afforded some breathing space to “completely rethink” the investment it allocates to marketing post-pandemic. Coca-Cola reported its largest decline in quarterly revenue in at least 25 years on Tuesday (21 July). However, the company has seen demand improve as global coronavirus restrictions ease. The soda giant’s chairman and chief executive James Quincey told investors the business wants to emerge from Covid-19 in a stronger financial position, which will be supported by a “refreshed marketing approach”. The Drum explores what this means and why Read full story › Source: The Drum...

on Jul 21, 2020

By Imogen Watson For better or for worse, creatives across the globe have had to grapple with how to keep creativity alive when production has to abide by lockdown rules. While there have been some questionable attempts, The Drum looks back on the most popular ads born out of this period. 2020 has not been the year creatives imagined it would be when the clocks struck midnight on New Year’s Eve. With no Cannes Lions to attend and the coronavirus outbreak halting production, creativity has flourished closer to home. Since lockdown began back in March, advertising has been dominated by generic commercials styled like Read full story › Source: The Drum...

on Jul 21, 2020

By Natasha de Mallet Hawes With the adoption of OTT on the rise, Natasha de Mallet Hawes, director, ad solutions, APAC at PubMatic, outlines what’s needed to mature the channel. In recent times we’ve seen a sudden and rapid growth of CTV and OTT which has been further accelerated by the increase in streaming subscriptions due to the COVID-19 quarantine. This has provided a huge opportunity for brands to reach their target audiences in a more addressable way. However, the proliferation of inventory, the growing collection of devices on which to watch, and the lack of established standards and processes mean that the Read full story › Source: The Drum...