By Imogen Watson Once confined to startups and incubator labs, in recent years the burgeoning vegan market has piqued interest from big brands like PepsiCo, M&S and Unilever, with the latter recently announcing a colossal £1bn sales target for 2025. But how are brands ensuring their investments bear fruit? It’s 2070, and the whole world lives as herbivores, filled with nothing but distaste for its chewy past. Gloucester’s cheese rolling has been called off indefinitely; Easter eggs have been renamed and pit roasts, butcher knives and meat tenderisers now reside as artefacts in the Design Museum, fossils of society’s bloodthirsty past. Ok, admittedly that forecast Read full story › Source: The Drum...
Read MoreBy Robert Simons As part of our new series in partnership with The Marketing Society, this month we hear from Robert Simons, head of partner and developer marketing, International Markets and member of The Marketing Society Asia. The global work-from-home experiment has rewritten the productivity playbook forever. Working from home or living at work? Thriving, or simply trying to survive? The ever-present ping-ping-ping of notifications. Or was that the microwave? Welcome to life from the home office. By now and, some seven+ months in, the thrill of having traded in the office commute for a few short steps to the desk has long worn Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny In a year of turbulent change, the digital advertising industry is seeking strategies that future-proof against every eventuality. For programmatic, IPONWEB believes there are a few methods to ensure success. Speaking during a fireside chat at The Drum’s Digital Summit, IPONWEB director of business development in APAC, Niraj Nagpal uncovered key strategies that will help future-proof programmatic. To see the full session for free, sign up here. Nagpal believes that the ubiquity of programmatic will render the term redundant soon enough, as all digital media will be somewhat programmatic in its delivery. “It is because we’re in such a rapid change Read full story › Source: The Drum...
Read MoreBy Paps Shaikh As the coronavirus continues to reshape our home lives, Nextdoor’s Paps Shaikh says it’s time for marketers to reappraise the power of local advertising. It has never been more critical to connect with customers right where they are. We are now all living more locally as consumer behaviour and mood has shifted so dramatically and so quickly. So how do advertisers and media planners successfully respond to this change? Media planning is out of step and out of time. Often denigrated as the bottom of the barrel – due to antiquated ways to activate along this channel – local advertising should be Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart This year, a cohort of brands are eschewing Black Friday and rejecting the hyper-consumerism of the annual bargain bonanza to instead highlight the climate crisis and offer social commentary. Here, The Drum explores the best creative responses to the growing anti-Black Friday movement. Ah, Black Friday. Each year it rolls around, bringing with it bumper sales from retailers, seemingly unmissable discounts from big brands and images of people fighting over TVs in Walmart and Asda. However, in 2020 the annual pre-Christmas bargain bonanza looks a little different. With growing concerns about brands’ role in the climate crisis and the Read full story › Source: The Drum...
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