By Jenni Baker What’s in a word? The female protagonist of Shakespeare’s tragic love story might not have believed that names, and words, matter but today, with inclusivity top of the marketing agenda, words have meaning. The Drum and Shutterstock roundtable brought together leading marketers to discuss how brands can help challenge biases by changing their metadata and searchable keywords to break down stereotypes and create a new, more inclusive world. All stereotypes start with a search. From Microsoft using AI to suggest inclusive words, to ASOS relaunching ‘beauty’ as ‘face & body’, to Zalando’s ‘Zerotypes’ campaign as an antithesis to stereotypes – Read full story › Source: The Drum...
Read MoreBy Kenneth Hein TikTok is still going full steam ahead with its social media marketing plans, despite a high-profile showdown with president Trump. TikTok parent company ByteDance, which is based in China, has tapped VaynerMedia to amp up its marketing efforts on social media in the United States. Will this affect the acquisition saga? Gen Z’s favorite video sharing app has been a daily fixture in the news since Trump demanded it either sell its US operations or be shut down. Reported suitors for the in-demand app have included Microsoft, Walmart and Oracle. However, yesterday, the news broke that ByteDance is working with the Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak After a bumper year, Zoom’s top marketer discusses how the video service has been impacted by its meteoric rise during lockdown and how it is working with brands to further bust out of the B2B comms bracket. In 2019, virtual quizzes, family reunions and ‘pub’ meet-ups were few and far between. Most video conferencing was consigned to business meetings, and usually conducted under duress. Fast-forward 12 months and these activities now squarely fall into the ‘new normal’ bracket. Amid all this, video conferencing platform Zoom has become a common noun, as synonymous with its product as Hoover is with vacuums and Kleenex Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards. In this instalment, we look at ‘Sleeping Flags‘, a campaign by One (Óglaigh Náisiúnta na hÉireann), the support organisation for ex-service personnel of the Irish Defence Services, which worked with Accenture Interactive agency Rothco on an effort to combat growing homelessness among veterans. Based on the insight that flag etiquette dictates the Irish tricolour should never touch the ground, the agency developed an awareness campaign that saw the country’s standard turned into sleeping bags. The response Read full story › Source: The Drum...
Read MoreBy Natalia Skaloud Consumers are no longer choosing where to shop based on price, product quality and brand recognition alone but instead, are making conscious choices based on a brand’s commitment to sustainability. What started out as a trend around taking more responsibility in individual consumption patterns, has now firmly become mainstream, with almost 80% of consumers actively changing their preferences based on perceived sustainability. Within one year we’ve seen a societal shift where walking around with a disposable coffee cup or wearing a brand known for unfair labour policies is considered almost unacceptable. Covid-19 has further brought attention to the vulnerabilities and Read full story › Source: The Drum...
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