Posts made in October, 2020

on Oct 28, 2020

By George Stone It’s been an unprecedented year for businesses in every industry and few of us will look back on 2020 with fond memories. With the high street being hit particularly hard by the coronavirus outbreak and lockdown measures, restaurants are enduring difficult times throughout the pandemic. The good news for food businesses is that they have some unique opportunities to survive – or even thrive – during these difficult times. By looking at Google Search insights for Q3 2020, we can see the lasting challenges restaurants face but also the opportunities waiting to be seized. Takeaways from Google Search insights A quick overview of Read full story › Source: The Drum...

on Oct 28, 2020

By amit bapna When a big brand like Tata Group faces outrage, as it recently did for its Tanishq ad depicting an inter-religion marriage, how much does the client brief to the creative agency come under the scanner? Could the possible fallout of such controversies be a more careful evaluation of the creative brief, in future? How much should the brief change to have the necessary guard rails, and more importantly does it even need to change? The Drum gets a cross-section from client, agency, and academic world to share their views on what needs to change and what should not change Read full story › Source: The Drum...

on Oct 28, 2020

By Charlotte McEleny Marketplaces may not be a new concept for digital advertising but they are set to have renewed focus as brands strive for transparency and control over their media spend. A recent partnership between Dentsu Asia Pacific and Xandr is a prime example of this new approach to marketplaces. The Denstu Curate marketplace uses Xandr’s technology platform to allow transparent buying by curating supply directly from publishers, consolidating media into a central marketplace and eliminating non-essential pass-throughs in the value chain. The Drum spoke to Eimear O’Rourke, account director at Xandr, ahead of a discussion about this new approach to programmatic buying Read full story › Source: The Drum...

on Oct 28, 2020

By amit bapna Advertising and claims go hand in hand but in many categories like insurance it tends to get on sticky wicket when the claims are made beyond possible delivery scenarios. Adverts push them out nevertheless, in the hope of creating demand for the product. Over the years, insurance advertising has operated in a fairly regulated environment in India. However, the changing consumer demands as well as the evolving marketing environment require a constant evaluation of the regulatory frameworks. The new rule book In order to strengthen the regulatory framework for one of the most advertised Indian categories (insurance), the regulator Insurance Regulatory and Read full story › Source: The Drum...

on Oct 27, 2020

By Shawn Lim TikTok’s weathered some serious turbulence over the last six months, as geopolitical pressures in the US and India increase. Its global head of agency insists expansion plans are still on track, however. Having seen its future thrown into doubt because of geopolitical privacy concerns and left without a chief executive officer in the US, TikTok insists its international expansion plans are still in place. The Bytedance-owned platform is exploring new markets and improving its best platform experience, the platform’s global head of agency tells The Drum. “TikTok’s mission to inspire creativity and bring joy has propelled us to Read full story › Source: The Drum...