By Janelle Orozco As part of this week’s Agencies4Growth Festival, we’ve asked some of the brightest minds in marketing why agencies matter today. Here, Janelle Orozco, Diageo’s chief procurement officer, tells us why her brand so values its agency relationships. In a world where elements of work previously done by agencies are being brought in-house and transparency is still being debated, some think the role of an agency has become less relevant. Do they still matter to brands and companies? The short answer is ‘yes‘. The obvious next question is ‘why?‘ Talent, skills and truth-telling As brands seek to navigate more and more complex challenges, Read full story › Source: The Drum...
Read MoreBy Imogen Watson As society grows accustomed to scanning QR codes left, right and centre for track and trace systems, ‘connected packaging‘ is having a moment. The Drum explores the role of connected packaging in the current climate as brands seek to build relationships with consumers based on data. One of the less famous side effects of the Covid-19 pandemic is the proliferation of QR codes in public. After years of unfulfilled potential, the humble code has found a use as a window to track and trace systems and digital restaurant menus, enabled by a public more comfortable than ever using their smartphones Read full story › Source: The Drum...
Read MoreBy Shawn Lim With the hospitality industry facing an existential threat, Matteo Sydney tells The Drum how it got around venue restrictions and successfully pivoted to takeaway deliveries with reservation platform SevenRooms. Hospitality has also been one of the industries hardest hit by the pandemic. The Australian Bureau of Statistics (ABS) recently revealed that 54% of hospitality staff lost work in the first few months of the pandemic, while the food and accommodation sector experienced a 39% decline from April to June. Social distancing and capacity restrictions have impacted the total number of guests that Australia-based hospitality group Matteo Sydney can hold in the Read full story › Source: The Drum...
Read MoreBy Caroline Parry The advertising industry is way behind when it comes to diversity and inclusion, but it is not too late providing a roadmap to systemic, embedded change begins to emerge. That was the key takeaway from a recent digital panel, Advertising, are you too late when it comes to diversity and inclusion, hosted by Adobe Stock and The Drum. The panel was moderated by Sonoo Singh, consulting editor at The Drum. Is the advertising industry living up to some of its promise? As Black History Month begins and, in the wake of the global outrage following the death of George Floyd in police custody Read full story › Source: The Drum...
Read MoreBy Shawn Lim Chief marketing officers (CMO) of brands need to meet the needs of consumers and provide them with different options during the Covid-19 pandemic. Putting consumers at the centre of their marketing strategy and seeking feedback from them will help CMOs align their brands with the consumers’ own values, according to the Global Marketing Trends Report by Deloitte that found seven key trends that will help CMOs navigate through the pandemic. “While the findings in this year’s Global Marketing Trends report speak specifically to this unique moment in time, they also offer universal insights that CMOs and other business leaders will be able Read full story › Source: The Drum...
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