By Dan O Connor Change can often take a lot longer to eventuate than we first anticipate, says Dan O’Connor, the sales director for South East Asia at Quantcast. Covid-19 has forced many businesses to change rapidly, a lot will also return to normal and change will be more gradual. Regardless of the pace of change, advertisers will want their brands seen by the most relevant people and bought. It is fair to say life is a little different than it was six months ago when I arrived with my family in Singapore. We landed at Changi Airport, not a mask in sight, shook hands Read full story › Source: The Drum...
Read MoreBy John McCarthy Sony Music UK is experimenting with interactive Q&As on Amazon’s Alexa to drive deeper connections between fans and artists. Today, it has launched the ‘Number One Fan’ skill with Relentless Records’ Tom Walker who asks his fans probing, daily questions baited with the allure of exclusive prizes. Dorothy Hui of Sony Music UK’s tech lab, 4th Floor Creative, speaks to The Drum about the potential of voice tech in building the prominence of big stars. 4th Floor Creative launched in spring 2018 and leans into the cutting edge of creative disciplines in music, like brand partnerships, sync, visual creative, podcasting, Read full story › Source: The Drum...
Read MoreBy Shawn Lim When Singapore’s coronavirus circuit breaker measures kicked in, media consumption habits in the country shifted rapidly. Fast-food monarch Burger King has used the opportunity to raise its profile and drive sales. Singapore’s circuit breaker caused a sudden rise in the consumption of digital media, and for marketers, a glut of audiences. To make use of the moment, Burger King needed to serve its fans, and fast. Irene Tay, marketing director for Burger King in Singapore, tells The Drum that the fast food giant saw an opportunity to drive trial and conversions. So instead of maintaining the status quo, Burger King shifted its Read full story › Source: The Drum...
Read MoreBy Danielle Gibson Celebrating the last year in creativity, resilience and spirit, the jury for The Drum Agency Business Awards have been revealed. The last six months have forced agencies to swiftly come to terms with a new way of doing business, and a new normality. It’s not got in the way of the industry’s creative spirit, however, and some fantastic work has been produced in that time – adding to the brilliant work done at the tail end of 2019, which The Drum Awards is set on remembering in its own right. That’s why The Drum Awards for Agency Business is back, to Read full story › Source: The Drum...
Read MoreBy John McCarthy G2 claims to be the ‘most-watched esports team of all time’. In 2019, it claimed that 2.5bn minutes of G2 content was viewed on Twitch, with a further 1.5bn impressions on its social channels and 93m total social engagements. Whether vanity metrics impress you or not, the scale of the operation is huge – but its ceiling is still a long way off. It’s tough at the top, and today’s leaders could find themselves lagging behind as the esports sector looks to grow at a rate (according to Nielsen figures) that has traditional sports brands envious. Let the games commence As Read full story › Source: The Drum...
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