By Imogen Watson 2020 looks to be a critical year for Gap. As it rails against plummeting sales and store closures, the once emblematic American brand is looking to reinvent itself after struggling to find its place within the apparel industry in recent years. Gap’s newly installed chief marketing officer talks The Drum through its plans to find the pulse of the cultural zeitgeist once again through its 10-year collaboration with the king of culture himself, Kanye West, on why it’s going back to its activist roots, and the decision to bring its marketing in-house. When considering the ‘Gap’ brand, the mind naturally Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak Arjoon Bose, head of culture and brand experience, Europe-Australasia, General Mills and chair of The Drum Awards for Content, discusses the latest developments and trends around content marketing. The Drum: Hi Arjoon – how have things been there? Arjoon Bose: We’ve had extraordinary times which have called for extraordinary measures, but here at General Mills, we’ve not stood still. We’ve ensured that brand-building and bold agile marketing has been at the Read full story › Source: The Drum...
Read MoreBy amit bapna In this new 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 Puneet Das, vice president marketing, beverages, India at Tata Consumer Products, shares his learnings and lessons. Das, based in Mumbai, oversees the beverage portfolio of one of the largest companies in the beverage segment in India. Marketing with a heart The most important learning for brands during this crisis is to be authentic and try Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher On Wednesday (9 September), the UK government launched the latest iteration of its campaign to protect the public from the threat of coronavirus. Developed alongside agency MullenLowe London, ‘Hands. Face. Space’ is the third in a series of campaigns by the government that conveys its guidance around hand-washing, mask-wearing and physical distancing, in the hopes of stemming a second wave of the virus as winter approaches. ‘Hands. Face. Space’ follows the earlier campaigns, ‘Stay home, protect the NHS, save lives’, which encouraged people to quarantine at home in order to relieve pressure on the NHS, and ‘Stay alert, control the Read full story › Source: The Drum...
Read MoreBy Stephen Lepitak With regulation and industry trends threatening to upend the advertising ecosystem, former Xandr boss Brian Lesser discusses his new role and the future of the sector. Brian Lesser’s resignation as chief executive of Xandr, the AT&T-owned advertising and analytics arm of Warner Media, created a stir in March. While questions still hang over the future of that business, Lesser‘s own has become clearer as he joins Infosum as executive chair. The move to the privacy-centric data technology company, based in Basingstoke, is probably a surprise to many in the industry. But, Lesser explains, it is a business that had caught Read full story › Source: The Drum...
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