By Imogen Watson Founder of ‘The Black Farmer’, Wilfred Emmanuel-Jones MBE arrived on this earth with a mission to change the face of food brands. As part of The Drum’s Agencies4Growth festival, he shared his advice on building a ‘maverick brand’ and how the creative industry can do better when it comes to diversity. Claiming to be the UK’s only Black farmer, Wilfred Emmanuel-Jones’ brand is an extension of himself, where he took a lack of positive representation as an opportunity to shake things up a little. Born in Jamaica, Emmanuel-Jones arrived on UK shores in the 1950’s as part of the Windrush Read full story › Source: The Drum...
Read MoreBy John McCarthy There’s no shortage of people out there claim that the advertising industry is changing. As part of the Agencies4Growth Festival, The Drum sat down with top agency and client execs to separate the supposed shifts from the real ones and find out in real terms how agencies can best position for growth. We’ve condensed the wisdom from several of our festival sessions into some practical tips for agencies. These will reference trends somewhat inspired or accelerated by the difficult trading conditions propagated by Covid-19. When possible we’ve looked to share general themes that should apply regardless of agency size Read full story › Source: The Drum...
Read MoreBy John McCarthy Publishers are heralding their audience insights and relationships as keen informers of marketing strategy, but they have their work cut out for them being heard in a saturated market. As part of The Drum’s Agencies4Growth festival, The Economist’s Becky McKinlay, laid out how the client dynamic is changing and where savvy operators can grow. At the Economist, Rebecca McKinlay, is head of marketing communications, client solutions. It is her job to steer the unit through the complex jungle of adland and clients returning for its expertise. She leverages years of experience within the publishing and advertising industries, including as a team Read full story › Source: The Drum...
Read MoreBy amit bapna In this column, The Drum asks marketers across categories to share their experience of combating the Covid-19 crisis, how they tweaked their go-to-market strategies and the lessons picked along the way. This week Ravi Santhanam, chief marketing officer, HDFC Bank, shares his learnings and the plans for the festive season, even as the leading private sector Indian bank gets ready to help “people to be positive and live life as normal even as they learn to live with the pandemic”. Brand Journey last few months Early in the pandemic period, the bank strategy was all about communicating its solidarity with the customers Read full story › Source: The Drum...
Read MoreTo celebrate the growing popularity of Pinterest for brands, The Drum Awards for Digital Industries has introduced a new category this year: Best Use of Pinterest 2020. In this piece we explain why Pinterest – the inspiration company has become a powerful platform for advertisers, and reveal which brands have made the inaugural shortlist. When considering reaching their audience on digital platforms, our minds often leap to the usual platforms. Yet many brands are now turning away from the dominant players and waking up to the opportunities and possibilities afforded by Pinterest. With 400+ million monthly active Read full story › Source: The Drum...
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