By Rebecca Stewart The World Federation of Advertisers (WFA) has collaborated with some of the world’s biggest businesses to deliver both a framework and technical solution it claims will help the industry advance towards the “holy grail” of cross-media measurement. The proposal seeks to give advertisers a much greater understanding of the reach and frequency of their advertising efforts across TV and digital media and will initially be tested out by brands in the UK and US. A plan to standardise cross-media measurement Last year, the WFA formed a Cross-Media Working Group – led by the likes of Unilever, Coca-Cola and P&G – <a target=_blank href="https://www.thedrum.com/news/2019/10/04/wfa-lays-out-its-go-forward-plan-standardize-cross-media-measurement" Read full story › Source: The Drum...
Read MoreBy Jeb Blatt 2020 has taught us to get comfortable with dizzyingly blurred lines. With no commutes, wardrobe changes, or illusions of work-persona perfection, we’ve all learned one key lesson. That even when we’re getting paid to do something, we’re still people. People with real lives. Real dreams, fears, insecurities. And we don’t – we never did – magically shed these human qualities just because we walked through the doors of an office. It’s for this very reason that I have real hope that we can stop marketing to business buyers differently from how we market to consumers. Great marketing – consumer or B2B – is Read full story › Source: The Drum...
Read MoreBy Andrew Boulton Advertising is an industry with no shortage of issues, but it’s also one brimming with generous, talented people eager to give a leg up to others. Here, copywriter and lecturer Andrew Boulton shares his first-hand experiences of the kindness of creative strangers. How do you write about how essentially good the creative industries are when there’s so much demonstrably bad about them? We shall see. After all, to be creative you must feel safe. Yet there’s evidence – not speculation, not over-sensitivity, not ‘misunderstandings’ – that too many creative people (young, and indeed, old) do not feel safe or welcome in their Read full story › Source: The Drum...
Read MoreBy Shawn Lim Consumers in Asia Pacific want to see empathy from brands and support for frontline workers during the Covid-19 pandemic, according to a new report. 75% of consumers across APAC say they prefer brands that offer discounts and benefits to frontline health workers, and 73% stated they want brands to communicate with compassion and empathy during this time. This is according to research by Rakuten Advertising, called ‘The Road to Recovery: 2020 e-Commerce in Asia Pacific’, which surveyed over 5,000 people from across APAC. “While the pandemic has unfortunately resulted in more consumers being confined to their homes or geographical locations, online services such Read full story › Source: The Drum...
Read MoreBy Danielle Gibson Celebrating the last year in events, the jury for The Drum Awards for Experience has been revealed. Experiences are one of the most effective ways in which brands can engage with their audiences and drive brand sentiment. 2020 has been a difficult year for the sector with events canceled globally and driven online. That doesn’t mean we can’t celebrate the best of the past 12 months, to give those who are behind the scenes the chance to take centre stage and be celebrated for a job well done. Each year, we rally a jury of accomplished experts across advertising and Read full story › Source: The Drum...
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