Posts made in August, 2020

on Aug 10, 2020

By Imogen Watson When Virtue, the creative agency launched by Vice, got the news earlier this year that it would be leading Ikea’s creative output, it could hardly have imagined that just a month later Covid-19 would be turning the world upside down. But while things haven’t gone exactly to plan, six months down the line and its first campaign for the Swedish furniture maker is finally out – and it is a beautiful ode to remote living. Tasked with leading brand-building communications across six European countries, Virtue was handpicked by Ikea back in February after an electric pitch where ideas bounced all Read full story › Source: The Drum...

on Aug 10, 2020

By Awards Analyst Papa John’s GB won the ‘Best Re-brand or Relaunch’ category at The Drum Marketing Awards Europe 2020. Here, the team behind the entry reveal the challenges faced and strategies used to deliver this successful project. The challenge Liz Williams became managing director of Papa John’s GB in September 2018, with Giles Codd joining as marketing director shortly after. One of the first tasks for our new marketing director was to reposition the business by targeting Genzennials based on their desires and need states. A big challenge for the Papa John’s team was to work out a way to stand out in Read full story › Source: The Drum...

on Aug 10, 2020

In a rare move, three trade bodies – the Advertising Association, IPA and Isba – have penned a joint op-ed explaining why they so vehemently oppose the UK government’s proposals to ban high fat, salt and sugar advertising. In an article on 4 August (‘If advertising works, there’s no way it doesn’t contribute to obesity‘) advertising trade bodies were described as being ‘up in arms’ regarding the government’s proposed restrictions on high fat, salt and sugar (HFSS) advertising. These include a 9pm watershed ban on TV and online, with a further plan to extend the online restriction Read full story › Source: The Drum...

on Aug 10, 2020

By Grant McCracken For better or worse, the lockdown has forced families across America to spend more time together. Marketers have an opportunity to lean into the way it has reshaped relationships at home. Cultural anthropologist Grant McCracken explains. I have an observatory. It’s in the kitchen. On a big wooden table. Most observatories look at the heavens. Celestial events. Comets. Exploding stars. Deep space. My observatory is for terrestrial events. Changes in American culture. Comets. Exploding stars. Deep space. Well, space. I sit down at my observatory every morning. It acts like a data aggregator, idea spinner. Twitter, Facebook, Instagram, newspapers, magazines, op eds, Read full story › Source: The Drum...

on Aug 7, 2020

A new report from Aprais highlights that resilience has become the necessary performance standard for marketers and their agencies following the coronavirus crisis. Data mined from Aprais’ database, consisting of more than 22,000 client-agency evaluations, has identified how agencies and clients alike can boost their resilience scores going forwards. Senior network heads, including Arthur Sadoun at Publicis Groupe and global clients including Unilever have highlighted the importance of embracing resilience in a Covid-19 world. The report scanned data collected over a 20-year period and shows agencies consistently under-performing on resilience compared to other metrics. Focusing on improving resilience presents a clear opportunity to Read full story › Source: The Drum...