In a Populus pre and post-poll of awareness of UK ad agencies among over 2,000 members of the public, London Advertising demonstrated the power of its ad TV and outdoor campaign to promote its own brand with an outstanding set of results. London Advertising launched a major national campaign between July 6-31st with ten TV ads, starring Helen Mirren and Liam Neeson, on 9,000 spots on Sky TV and super-premium digital posters across the UK. Lord Cooper, founding partner of Populus, said: “Amongst the public, brand awareness of London Advertising rose by an impressive 50% in just a month. “London Advertising Read full story › Source: The Drum...
Read MoreBy Staff Writer In a challenging year, what marketer — global or regional — has transformed the industry by inspiring their team; adapting effectively to the new normal; and creating a brand strategy that has made a difference to both society and their own business? For the third year in a row, the World Federation of Advertisers (WFA) and The Drum are asking this very question as they partner once more to find the Global Marketer of the Year. “This has been a hugely challenging year for marketers but also one where the very best have demonstrated the difference that great leadership can Read full story › Source: The Drum...
Read MoreBy Debbie Morrison In the third of a four-part series on virtual pitching, Debbie Morrison, Ebiquity’s managing director, global events and partnerships, sets out the pros and cons of taking the pitch process online. Having helped advertisers lead agency pitches for more than 30 years, I know first-hand that confidence in the pitch process is hugely important for brands. Pitching is something most brands do rarely, so they’re often unsure of up-to-date processes and practices. The coronavirus pandemic has provided an uninvited if long-overdue opportunity to bring pitching into the digital age. From our conversations with brands and agencies who have been through Read full story › Source: The Drum...
Read MoreBy amit bapna In this column, The Drum asks marketers across categories and geographies to share their experience of combating the Covid-19 crisis, the learnings along the way, how they tweaked their go-to-market strategies and what their new playbook looks like as they seek growth. This week Vikas Gupta, head of customer, marketing and digital Businesses, Flipkart, shares his learnings and the future plans of the leading Indian e-commerce marketplace, that aims to “understand the needs and expectations of Indian consumers better than most”. Unravelling the emerging e-commerce consumer The pandemic has changed consumer behaviour in a big way, forcing businesses to rethink and reinvent Read full story › Source: The Drum...
Read MoreBy Imogen Watson How do you sell workspace when nobody can go to the office? This has been the dilemma that WeWork’s new CMO Roger Solé has faced since taking over the role from ad man Maurice Levy in April. Yet, as Solé explains, this tumultuous period has given WeWork some time to reflect on what the future of work will look like in a post-pandemic world. It’s now been one whole year since WeWork’s month from hell. Amid concerns from the investment community over the real estate giant’s financials, September 2019 saw it postpone its planned IPO and say goodbye to co-founder and Read full story › Source: The Drum...
Read More
Industry News