By 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 Prashant Verma, vice president marketing, at Grofers, shares his learnings and lessons. Verma oversees the marketing portfolio at Grofers. The online brand, founded in 2013, has positioned itself as India’s largest low-price supermarket in the grocery sector. Emerging online grocery purchase behaviour Covid-19 has brought about a significant shift, due to the rapidly changing consumer behaviour over the Read full story › Source: The Drum...
Read MoreBy Michael Feeley Just as the Covid-19 lockdown significantly accelerated the use of video conferencing, an increasing number of brands, and agencies have recognised the potential of online Retail Media as a vital with more shopping is taking place on ecommerce websites than ever before. ‘Retail Media’ – the placement of brand-funded ads on retailer sites and apps – was already growing in popularity in recent years, but the unprecedented global shutdown has thrust the solution firmly into the retail marketers’ spotlight. Criteo and The Drum are collaborating to host a webinar – Retail Media: the time is now – to exploring the Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart UK prime minster Boris Johnson said the country had reached “a perilous turning point” as he set out a raft of tighter Covid-19 restrictions for individuals and business earlier this week. But what does the ad industry – which has been dealt an economic blow since the pandemic reared its head – want from the government? In July and August – in between asking people to get down their local, have a pint and “eat out to help out” – UK prime minster Boris Johnson pleaded with office workers to return to their desks if they could. “I want Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak Welcome to Award Winning Stories, a regular video series exploring the stories behind winning work from The Drum Awards. In this instalment, we hear how Nike Italia went about convincing young women in the country to play more sports. Analogfolk creatives Jacqueline Hedge and Gracie Hawes tell us about the brief from Nike, and how they went about bringing athletes and TikTok influencers together for its ‘Stop at Nothing’ campaign promoting participation. The campaign went on to win Most Innovative Use of New Social Platforms at The Drum Content Awards and in the Travel/Leisure/Sports category for <a target=_blank href="https://www.dadiawards.com/dadi-awards/about-the-dadis" Read full story › Source: The Drum...
Read MoreBy John McCarthy Back in April, protestors (who had organized over mobile networks) went about torching phone masts in Belfast, Birmingham and Merseyside, hindering telecoms infrastructure at the peak of Covid-19. Industry body Mobile UK said that around 77 towers were attacked that month – and that, despite the intentions of the conspiracy theorists, most of these were not 5G-enabled. There were also more than 40 instances of physical or verbal attacks on engineers, with O2 equipping its staff with signs reading ‘O2 Engineer Key Worker: Keeping your network running’ to dissuade would-be attackers. Anti-5G groups on Facebook and Read full story › Source: The Drum...
Read More
Industry News