Posts made in September, 2020

on Sep 7, 2020

By Danielle Gibson Katherine Tooley, Vice Media Group’s senior vice president of experiential, and chair of The Drum Awards for experience, discusses the future of experiential marketing following a difficult year for the sector. As people are spending more time at home and are able to consume events in a digital format, how has Vice configured its strategy to interact with its audience? Ironically Vice, Refinery 29 and all Vice Media Group were pretty well suited for this moment because we are a digital media company first. Much of what we do in the experiential and live events world already had a Read full story › Source: The Drum...

on Sep 6, 2020

By Rebecca Stewart Unilever’s vice-president of marketing for home care, Tati Lindenberg, explains why the flagship detergent brand is evolving its ‘Dirt is Good’ campaign as part of a strategy designed to tout the FMCG behemoth’s environmental credentials. At 12 years old, Unilever’s ‘Dirt is Good’ platform is a rarity in modern marketing: a campaign with real endurance that has transcended continents and mediums. Attached to Persil in the UK, and similar Unilever brands across other markets, since 2008 ‘Dirt is Good’ has woven a narrative of significance into the category, which was previously confined to highlighting how fast grime and stains could be Read full story › Source: The Drum...

on Sep 4, 2020

By Paul Burke WPP boss Mark Read has faced an industry backlash after being accused of making ‘ageist’ comments on an investor call. Here, advertising writer Paul Burke explains why he, and his fellow wise old heads, took such offence to Read’s remarks. Poor Mark Read. Hang on a minute. According to WPP’s annual report, he was paid £2.6m last year so “poor” may not be the most apposite descriptor. Let me start again… Foolish Mark Read. On last week’s investor call, he made that now infamous comment: “The average age of someone who works at WPP is under 30 – they don’t hark back to Read full story › Source: The Drum...

on Sep 4, 2020

By Jamie Clifton Onboarding new clients is like a first date. The unknown for both parties can be daunting. Nervous even though you may have done this before. Panicking not to miss any important details. Ensuring everything is done with accuracy. What will be the defining moments? Under the pandemic restrictions and even under the ‘new normal’, first-time daters have had to get super creative to maintain a strong first impression and reinforce the other’s choice that turning up was the right decision. In marketing, it’s exactly the same. It’s fundamental that we show that the investment in us was the right one with Read full story › Source: The Drum...

on Sep 4, 2020

Independent media agency Space & Time Media has announced the appointment of Heather Connearn to its board. Prior to moving to Space & Time as an account manager in 2010, Connearn worked at local press sales house Mediaforce. In her transition away from her traditional media background to the expert planning and buying of a diverse range of media platforms, Connearn’s career over the last decade mirrors the evolution of Space & Time and of the media industry as a whole. Despite so much change in both her own role and the sector more generally, the value of client service has not changed: Read full story › Source: The Drum...